From running a coffee shop to a sales champion, Bai Keqiang, who has a cheerful personality, has frequently broken his performance records in 2016, giving him the confidence to form his own team, and at the same time chose an extremely detailed category - a 40-year-old lady's suit.
High returns and high risks
After entering Taobao, Bai Keqiang's life was very prosperous. In 2017 and 2018, he earned more than 30 million orders with a small suit. The reason he concluded was that he had no models or live broadcasts. He also used flat tiles to shoot, which resulted in a very large recommended traffic. In addition, the price of a small suit also started at least 500, and the gross profit margin was as high as 45%.
With the increase in sales, the return rate of goods has remained high, reaching a maximum of 60%+. The final result is the inventory pressure of 5-6 million to 6 million the following year, and there is even more than 3 million left until today...
Part of the reason is that small suits sometimes have pinholes, and customers usually mistakenly consider this to be of quality and choose to return the product. This is helpless for Bai Keqiang. He told us that the stitching on the collar and edge of the suit are usually hand-sewn, and several pinholes will inevitably be pierced during the operation, so as to choose to return the product.
This may be one of the pain points of women's clothing e-commerce. I don't know which details will become the last straw that crushes e-commerce. In addition, the clothing styles change year by year, and the endless goods that were cleared back then could only be eaten with tears in the second year.
7 people formed a group of public and private distinctions
Although entrepreneurship has encountered ups and downs, such a team of only 7 people is also a thing to be proud of.
As a sales champion, Bai Keqiang is good at observing words and expressions, and is also easy to distinguish everyone's strengths and weaknesses. He has his usual way of employing people, never let people do things that are not good at, put the right people in the right position, and maximizes their benefits.
"For a company, it is very perfect to have such 7 capable and motivated people forming a project team."
For Bai Keqiang, pursuing energy efficiency ratio is the first element of employed people, and these seven contestants are very personal, and they are full of abilities and are difficult to "deal with". They can only be managed by dealing with things by dealing with things.
During each meeting, the seven people complained about each other's shortcomings, closed the door and quarreled, and then returned to the same as before after opening the door. The clear distinction between official and private matters, and the honest exchanges like a college roommate, prompting the cohesion of the entire team to rise suddenly.
Even so, Bai Keqiang has suffered the hardships that many companies will encounter. In order to cultivate talents, the company has spent a lot of effort to connect factories, products and other front and back-end resources for them one by one. While he was waiting for him to show his skills for the team, he chose to go solo...
However, Bai Keqiang did not feel too sorry for this. Technology can solve most of the problems in the past. Now, in addition to taking everything into consideration, it also has to develop core competitiveness in order to stand firm!
It is not difficult to capture the city, but it is difficult to stand firmly
In recent years, e-commerce platforms have blossomed at multiple points, excellent e-commerce companies have emerged one after another, industry barriers have gradually been built up, and internal circulation has become increasingly serious. While promoting the growth of the team, it also avoids the possibility of solo.
Bai Keqiang said that in the past, just one prominent point such as technology, products, methods, vision, and funds could penetrate the world. But now, in addition to being able to strengthen marketing, vision, and cognition, the team still needs to continuously build a team and consolidate products, and adhere to the Tao and techniques to go further and further.
Technique can solve most of the problems in the past, but now, in addition to taking into account everything in everything, we also need to develop core competitiveness in order to stand firm!
"It's not difficult to capture the city, but it's difficult to stand firmly."
This year, Bai Keqiang handed over the Taobao store to the team to manage, while he was devoted to studying Douyin. He believed that doing a live broadcast room alone was not necessarily better than those who took into account short videos.
He also emphasized that short videos are the core of Douyin, and live broadcasts around short videos are meaningful. As a merchant, we must guide users to "plant grass" and "die" when the time is ripe. At present, Douyin is still in a bonus period, but the traffic threshold will continue to increase in the future. Our core competitiveness is the anchor, the construction of live broadcast rooms, the content of short videos, and the product itself!
It is worth mentioning that Bai Keqiang, who joined Laogao E-commerce Club at the beginning of the year, believes that:
“Circle is not a valuable thing, but if you define it as valuable, then its value is infinite.”
He is keen on chatting, sharing and making friends, and believes that Lao Gao’s e-commerce circle is his “outside school circle”, which has cleared the fog of the world for him and seen the infinity of the world.
I wish his career can rise step by step and go to a higher level! I also hope that he can "eliminate" inventory pressure as soon as possible!
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