In July 2021, the products of Laogao E-commerce Club were comprehensively upgraded, and the big circles were divided into several small circles, making people more focused and accurate. Each small circle had 60-70 people, forming a class, and each class had its own name. This is a sense of ritual and identity. Today we will share the stories of e-commerce bosses in Juxianzhuang’s class, take a look at their entrepreneurial journey, read thousands of books, read countless people, and have to broaden their lives.
After the hot product explodes, grab the goods with customers
Mr. Ni from Ruian, Zhejiang, returned to his hometown to start a business after graduating from graduate school. It has been 5 years since then. Double 11 in 2021 is not a good thing for Mr. Ni. He has always sold women's shoes since he started e-commerce. Double 11 in 2021 is the worst year he has done in Tmall store.
Since starting Douyin last year, a series of problems have begun to arise on Tmall's product development side, because the team has been replicating growth in the form of hitting hot products. After problems with the traffic side, Tmall's advantages have declined with the platform's traffic distribution mechanism.
Mr. Ni said that he was using Alibaba and Tmall to start the market. The biggest pitfall was that his hot product was snatched the goods from the customer after it exploded, and offended the customer when the relationship was not strong enough . He said that if the industry does not reprint inward, it is actually not a big problem, but in the industry belt, reprinting is quite serious, and it is easy to avoid open guns and hidden arrows are difficult to prevent.
In the years since he started his business, he has been attacked by many peers. He has been followed in the hot product for half a month to two days after working in TikTok. Mr. Ni felt so sad that he couldn't breathe. After all, there was no technical threshold here. Under helplessness, he split Alibaba out in the summer of 2021 and turned Tmall into a source-free model.
Since doing Douyin in June 2020, the company's performance has been extremely unstable. Mr. Ni has also encountered many difficulties in exploring the process of Douyin, such as the problem of the anchor. At first, he went to a friend who was doing children's clothing in the live broadcast room in Ruian for 3 days. After he came back, he plunged into the live broadcast and started very fast.
"There were 10,000 people online for several consecutive days, but the anchor's throat collapsed soon, and he never expected his throat to collapse so quickly."
Mr. Ni recalled that the people recruited were still receiving training, and at that time, there was no experience anchor in Ruian. There was only one solution, which was to wait, and neither he nor the operator could do anything.
The situation that happened later was repeatedly dumb and repeatedly. He asked his friend how to solve it. His friend said that his throat belongs to hardware. If he stayed in Ruian, he could only train the anchor as soon as possible. In addition, the anchor’s mentality is also very important. Generally, the anchor’s live broadcast room is not in good condition and doesn’t want to do it after only half a month. His emotions are very ups and downs. The most common thing I hear is: "If you can, please broadcast it", so it is best for the core anchor to be his own, so it will be much easier to cooperate in this way.
Mr. Ni also encountered complaints from his colleagues. One time the shops were all blocked last year. It was not until this year that he learned that his colleagues complained to him to death. There was a complaint in August 2021, and the situation was also very bad. Mr. Ni’s solution was to prepare an account for a flat broadcast, which would be relatively stable.
The process of doing Douyin often encounters problems that cannot be solved. It is really time-consuming to study by yourself. At the beginning of 2020, there were not many people doing live broadcasts and not many institutions to teach, so I can only try it myself. It will be different in 2021. More people are working in Douyin, so just receive training and study. Don’t think too complicated about doing Douyin.
The ups and downs before the age of 30 are wealth
Pan is a veteran of e-commerce. Looking back on his e-commerce entrepreneurial path, he said that it was too difficult to get through the ten-year e-commerce path. He stepped on many pitfalls and lost more than 5 million at the age of 23. This time he was hit by him. He calmed down and thought about the future path and has been steadily steadily until now.
It is this experience that has allowed him to firmly take root in the e-commerce industry, and it is this experience that he has the current team that is not afraid of difficulties. Therefore, Mr. Pan always feels that it is a great experience to encounter setbacks before he is 30 years old, and sometimes he will enjoy the pain he experienced at that time.
Now Mr. Pan also has his own ideas about business operations. He believes that if you can go out to study, try not to stay at home and not to work behind closed doors. Entrepreneurs are lonely. A large group of people need to collide and contact more to explode the power of nuclear power. If you contact more experts outside, you will gain a lot. Regarding store development, he believes that when he reaches a certain scale, he should expand the sub-track within his category.
Now Mr. Pan has made a five-year plan for the company and strives around the goal so that he will not be confused. He summarized his current advantages as follows:
1. Clothing accessories visual : Visual and main picture details optimization have a high recognition in the clothing accessories industry, which is also the reason for the rapid growth this year. The click-through rate is much higher than that of peers;
2. Service and distribution product development : I have been engaged in the service and distribution industry for 10 years, and the supply chain resources are of high quality. The company's product design department has developed more than 400 products, which is also the main reason why Tmall's growth doubled this year;
3. Financial system : Senior Finance has worked as an executive in the real estate industry for 10 years and has rich experience. From a financial perspective, he helped the company make annual sales plans and risk control;
4. Management model : The operation team is divided into five levels of advanced systems, forming a large-belt medium-belt medium-belt small-belt model. A reasonable salary structure can effectively make the team active;
Of course, in addition to the advantages, Mr. Pan also has his own confusion, such as the layout of Douyin e-commerce, which has not improved after half a year of struggle, and is still actively optimizing and adjusting. There is also the confusion of private domain communities. It is very convenient to add people. It can exceed 150,000 to 200,000 people a year, but I don’t know how to operate this group of customers. I still don’t have the right model to operate this group of customers.
In addition, due to the rapid development of the company, the team has expanded from 30 people last year to 60 people this year, and plans to expand to more than 100 people in 2022. Mr. Pan said that the project has been confirmed now, but there has been no qualified leader and there is no corresponding incentive mechanism.
In the past two years, Mr. Pan has been exploring Pinduoduo, and has not yet figured out a profitable model. The product cost is higher than that of the industry, the quality and workmanship are better, but the price just cannot be increased. The biggest gain in 2020 just passed was that he participated in the October class meeting. He said that he went to find answers with questions. Fortunately, all the difficult problems were solved. The greater gain was that the brothers and sisters who could go far together in the future encourage each other to solve each other's problems.
At the end of 2020, the business season was off-season, and there was no way to make the company better, but to make excuses, such as the industry was not good, the person in charge was not good, the weather was not good, etc. Mr. Pan said that it was actually his own excuses, and he escaped when he was lazy, and lost himself after he was satisfied. After communicating with each other at class meetings, he was very moved and found motivation.
The most troublesome thing is talent recruitment
Jin Zhu is from Jiaxing, Zhejiang. He started to come into contact with Taobao in 2010 and has been engaged in the e-commerce industry for more than 10 years. His current category is the maternal and infant industry. During the year of joining the Laogao E-commerce Club, he listened to a lot of Laogao's sharing, made full use of the company's strategy, optimized the layout, optimized the product supply chain on the Tmall platform, formed a product R&D team, and began to develop multiple platforms, and domestic platforms were occupied by Vipshop, JD.com, and Douyin.
Because I am from an operational background, the operation team basically relies on my own leadership. In 2020, I started to let go of the operation work and devote myself to product optimization. After letting go, I found that it was not very smooth. The team's active learning ability needs to be improved. After discovering the problem, I adjusted the salary system in time and set a job promotion and elimination system to achieve a little results.
Because the company is in a county-level city in Jiaxing, it is difficult to recruit talents, which has led to great problems in the company's promotion and elimination system. Therefore, General Secretary Jin began to build the Human Resources Department, but after a year of accumulation, he still failed to solve this problem. Mr. Jin decided to set up an office in Hangzhou. Unfortunately, he did not persist in the end, and he was still sorting out the reasons for the failure.
In recent years, Mr. Jin’s biggest move has been to expand the category, because he has his own baby carriage factory, and online sales have been made from baby carriages to toys, and then to maternal and child products. Because of blindly and confidently expanding the product category, the procurement and operation are not familiar with the products, resulting in the inventory of a warehouse being unable to be sold.
Currently, we are actively adjusting and clearing inventory. Mr. Jin feels that we must continue to optimize the supply chain and carry out in-depth and refined operations. The difficulties experienced by e-commerce entrepreneurship over the years are, and persistence is victory. Mr. Jin's company has two major growth points this year. The first is Douyin content innovation. Because he felt that Tmall's traffic continued to decline, he deployed Douyin in a timely manner. Every live broadcast room is a small team model, with anchors, assistants, operators and directors, and cooperates to innovate short videos. The explosive orders of short videos can bring more traffic and GMV to the live broadcast room.
At the same time, Mr. Jin has been integrating upstream and downstream supply chains and investing, from single-category production factories to multiple sub-category production factories, and then to downstream companies in the factory. He said that everything from raw materials to auxiliary materials to all kinds of supporting factories needs to be grasped. Sales must be calculated by counting costs. In the end, even if you compete in price wars, you must have your own advantages.
Mr. Jin said that he is more introverted because he participated in the class meeting, which made him feel much more confident and cheerful, and he was very happy to play with his classmates.
Event notification
Live e-commerce, as a major e-commerce blue ocean today, has attracted countless e-commerce people to come, but the rather "metaphysical" traffic threshold has made many e-commerce people stop moving forward. Therefore, Laogao E-commerce Classroom specially opened the sixth Douyin live streaming incubation class on February 25-27 after the Spring Festival to help more e-commerce people cross the threshold!
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