Lao Jin, MBA from Tongji University, former head of home textile brand of China Resources Group, is responsible for 382 offline stores, and is determined to build the first online home textile brand. I have only been running a Taobao store for more than 10 million in just 6 months. I have now sold more than 3 million yuan per month, and I am currently operating in 20.
At the 15-year regular meeting of the Crown Club, Golden Crown member Lao Jin and his brothers shared their successful experiences in all aspects. This sharing is very realistic. Many of the problems mentioned are problems that brothers will encounter when running a store. Everyone must take a good look.
The following is a selection of full texts:
I am very happy to be able to stand here and share with the brothers and sisters of the Crown Club. Our theme today is the year-end meeting. Lao Gao gave me the task to share your experiences during the year and some real opinions. Generally speaking, our guests share the waiter, operation, etc. of some brands such as Alibaba are on the first day, and our sellers are on the second day, and we are on the second day, and we are on the more presumptuous. After listening to my sharing, students of Alibaba don’t block me.
How did I start doing Taobao?
I want to introduce myself in three or five minutes before sharing. I found that after I came, I didn’t know many new friends. In the process of going on, if I don’t have a certain understanding of me, I will find it strange to listen to me. Let me briefly introduce myself. Before I started e-commerce, I had been in the retail of home textiles for more than ten years. It can be said that the home textile industry has gone from the era of wholesale markets to the era of specialty stores and shopping, to the channels such as RT-Mart Walmart, TV shopping, including Taobao Mall, which we started to contact in 2008. It was called Taobao Mall, and later changed to Tmall. I have been exposed to all of these.
11 years ago, my colleagues should have known that I was the person in charge of a fun franchise. At that time, I opened more than 400 stores in the country at the most. I had such experience in traditional retail to do e-commerce. In fact, when I was doing e-commerce for one or two years, I felt so happy. Let me give you an example. First, when we were doing retail, the data was not as clear as on Taobao. For example, how much did I sell today, how much advertising I spent, etc., I knew a lot of data every moment, and analyzed it. I will be able to handle it. I also found that there is also the saying of RY in its advertising. In the past, who would calculate RY when investing in advertising on CCTV, at most, the marketing department's expenses have been invested. It is absolutely impossible to say how much I invested today, how much sales I will get tomorrow, or how much sales I generate in an instant. So I am very grateful to the Internet platforms, especially Alibaba, because 90% of my turnover has been completed on Alibaba so far.
Let me briefly introduce it. In 2012, we started to rebuild this project at the end of 2011. We bought a trademark on the Internet and spent 30,000 yuan. However, last year, someone was valued at 150 million yuan. It is indeed impossible to invest in this trademark, but I feel that I feel very accomplished. Only the Internet and Alibaba can give you such an opportunity. Our mall came out in December, and the Chinese New Year was about to be held, but it was not able to operate. It was officially operated in March 2012. Fortunately, from March to December, in ten months, we went from zero to more than 20 million, and completed a sales of 50 million yuan throughout the year. Then in 2013, we made 150 million yuan and 250 million yuan in 2014. What are I benefiting from? The first is that the platform has developed very rapidly in recent years, and the second is that it has been offline for more than ten years. For example, in 2013, I made a product. Before Double Eleven in 2013, there was a wool quilt in our industry. I stocked more than 100,000 pieces, and more than 100,000 pieces is more than 10 million. Because my supply chain is my brother for many years, he helped me make these 100,000 pieces without paying a penny, and paid after I sold them.
So with this background, my supply chain has never had any problems throughout the process. Before the bottleneck came, we discovered that there might be bottlenecks. For example, customer service, we placed the customer service team in Hefei, Anhui at the end of 2012. We currently have more than 100 stations there, and the warehousing is in Jiangsu. Currently, there is more than 20,000 square meters of storage area, and basically all the mechanized ones can be realized. For example, conveyor belts and quilts are all made of mechanical intelligence, and all the equipment can be installed. There is such a perfect backend that makes our frontend, such as Double Eleven and Double Eleven in 2014, we are very tired, but this year's Double Eleven will be completed within seven days, and the shipment volume is also higher than last year, so the whole thing is the prerequisite to ensure our rapid development background.
Seize the right opportunity to cooperate with popular film and television images
Looking back on the 15 years, it is actually nothing more than this essence. It is upgrading from three aspects: product, image and service. So I won’t talk about the specific details. There are a few points that can show what we have done in 15 years. For example, this year we cooperated with Disney. Many people think it is fake when they see Taobao brands having such authorization. Maybe this kind of thing appears in Luolai. Many people asked me, is there any problem with your authorization selling on my platform? Disney chose us during the negotiations with us and during the negotiations with Rolei. It was actually very simple. It was not that we were stronger than Rolei, but that our communication was smoother. For example, when we talked with Disney, he told me about terms and amount, but I didn’t negotiate the price. I just said it was OK. It was impossible for this to be a big company or a listed company. Unless his boss went there in person, he would definitely go back and report it, or what happened. The second is that because his entire development process is relatively long, he needs to sign the contract and give you materials. You go back to develop and approve it again. I said that it was a waste of time to sign this contract for one month, because we started doing it when Dabai first came out. When Dabai was first released, I thought this image was pretty good and it was also a try, so I went to make such an image. But if I wait for a contract for another month, the daylily will be cold, so I told him, can it be like this? If the contract is not signed, I will pay you the money first, so that I can show my sincerity. You can open the gallery to me first, so I will get the gallery first. That is to say, the moment his contract is over, my product is also ready and I am brave.
Before he approved it first, of course I made an agreement with the people in him. Whether my product can work, he said it was OK, and I believed it was OK. So I launched this product at a relatively advanced time point. As a result, the feedback from Dabai this year was still good. The first one has greatly improved the image of our brand, because our Jinxilu itself is a young and fashionable brand with extremely cost-effectiveness. We are reducing costs, improving efficiency, and giving consumers a relatively good product. This group of people are still interested in seeing such things. We have considered it in advance in the next Star Wars. We signed Star Wars a long time ago, and now the product has come out. We made a first release on Double Twelve. Star Wars may not have that deep feeling in China, but globally, Star Wars is a very good image, with many fans, which will undoubtedly improve our brand.
I can tell you that the cost of these is actually very low. I can say that there is zero cost. Because he charged me my money, I have made it back through the bargaining of the product, or even several times the price. In fact, I can tell you that I have made it back more than twice the price of my current brand licensing fee. For us, it is a free image. For example, I used to ask Ying Caier to endorse, which is a market fee. Even if I spend hundreds of thousands or one million, it is a market fee. But at the same time, I can make it back by selling products.
We have done some work this year, and we also have a Stilt. Some of Stilt may not be particularly familiar with them, but they are also a relatively good image, and some of them have loyal fans. This is part of our products, and Stilt's products. Behind are our Star Wars products, and some of them are tested for our efficient reflection. For example, "The Return of the Great Sage". This movie is very interesting. What I feel most accomplished is not that we cooperated with this project or how much money we made, but the speed of our team's reaction, because "The Return of the Great Sage" was released at all. I don't know what the movie will be like. I think this movie is also a miracle in the film industry this year. It was almost promoted with word of mouth, not like "Mission Impossible" 5" had a very high box office on the first day. When the peak came, the movie gradually moved upwards. When the movie came out on the first day, I thought it was pretty good, but on the second and third days, we signed the contract on the fourth or fifth day. Before the movie was released, we started selling it and sold it for about hundreds of thousands. Although it wasn't much, I think it was pretty good because the profit was still good, because the people who like it can still accept relatively high prices. For the sake of speed, I printed it with digital printing because I had zero inventory and pre-sale, which means I started the meal that day, and I made it after I sold it, and I sent it off after I finished it, which means I had zero inventory. Later, I left a little in the warehouse. I was afraid that my friends would care about me, but I didn’t have it yet. In other words, digital printing is like a photo shoot. In fact, we developed it very simple and violently, so I directly printed the material inside it on our quilt cover like a poster.
The few we cooperated with this year include Sean the Sheep, Return of the Great Sage, Stitch, Dabai, and one. It means that we are cooperating with five images this year, which has indeed raised our brand by a higher level. I think this is quite good. This is something I think I can talk about in 2015 years. What will I talk about next? So far this year, I have been doing retail for about 14 or 5 years and e-commerce for four or 5 years. This year, especially 2014 and 2015, the Internet environment, including the environment of Internet retail, has changed a lot in the past two years. For me, I do not represent authority, but can only represent an e-commerce person or a retailer over the past two years. My feelings in my heart and the price I paid for it. (To be continued)
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