I dare not say how much the things I talk about next, but they are all things I spent tens of millions to try out. I want to share with you. But I do know that they are not particularly related to what many of our e-commerce friends do now. If you say that everyone is boring to listen or think what I say is useless, I can only say sorry, because the task given to me by Lao Gao is indeed a summary of the year. I think I still have to express my true feelings in my heart, instead of talking about some data, and something that everyone knows. I'll give you my WeChat. If you want to discuss the direct train , optimization rate, conversion rate, various activities, or the rhythm of e-commerce operations, we can discuss it separately. This is fine, because from the time I started doing e-commerce to now, I have explored it myself and started doing the direct train. So at the beginning of this year, I still have a stage of doing the direct train myself. Because I think that stage is very important, I did it. Of course, our team's friends were also trained by ourselves, so it is still relatively mature, but from a big perspective, it may not be particularly related to what I really want to do, so I will take a precaution with you in advance.
This is definitely original, I thought about it myself and wrote it, because I have done traditional retail, so I define it myself. In fact, some people have divided into several levels, such as 1.0 2.0 3.0 4.0, I won’t say it. But I personally think that we also had a lot of traffic in the past, found some merchants, and we attracted some consumers and sold products to consumers. The so-called traffic, for example, we are traditional supermarkets such as Walmart, RT-Mart, etc., but what did I feel after I switched to e-commerce? The traffic is very large, and it can be said that we don’t need too high rent, but I think it is essentially a huge traffic. The huge traffic has attracted many of our merchants. In turn, many merchants have attracted a lot of traffic, and ultimately attract many consumers and sell their products to consumers. But there is a problem with these two models. Don’t block them to me!
When I was in the supermarket, there were ten brands, slowly reaching fifteen to twenty, but there were three thousand radishes and five hundred pits. At that time, I had a deep feeling in my career as RT-Mart. At that time, our group had a sub- brand . There were more than 70 stores or more than 60 stores in East China. I spent a lot of money. I felt that it was impossible to have no turnover. There was always a turnover of several million a day, but the worst turnover was that it was only 80,000 yuan a month, and I was going crazy. I entered dozens of stores, how could I have a turnover of 80,000 yuan? So I said that this is the thing that I am very happy about doing e-commerce. I was slow to grasp information. At that time, I drove with several of my sales managers. I spent a day walking through four small cities and nine stores. I went to find stores at this pace, otherwise I would not have found them all. Basically, in a week, I searched all the stores in East China and better stores. Finally, I was surprised to find that many stores did not put our products on at all. This is normal. When it reached a certain stage of development, the traffic of its channel was actually not enough to support so many merchants. This will inevitably lead to another situation. For example, when we were doing e-commerce, we had a good opportunity, which was to prevent us from seeing whether our store was a big company or a small company, so we were proud. But now we have to highlight whether the store is a big company or a small company. This is a trend, and the platform must do this. For example, when investing in the early stages, any brand could be entered, but gradually there were only first-tier brands, because there were so many pitfalls. Of course, it had to give resources to good brands and good merchants who could integrate resources to obtain more business.
We are facing a problem now, for example, we want to promote a product. Because of the price ranking, you either have a strong brand or a very cost-effective product. However, in 2015, many traditional companies were in great pain. To give the simplest example, in 2013, our quilt was fighting a price war, and all good brands had such a stage. In addition to extremely personalized high-end brands, I remember that when we fought a price war in 2013, a merchant sold a quilt for 99 yuan per piece, and we were all very shocked. How could the quilt be sold for 99 yuan per piece? This is absolutely not possible! For this matter, we also found many merchants and called out the merchant that sold for 99 yuan. We negotiated together. It was absolutely impossible to sell for 99 yuan. 128 was our lowest price. He said, "Brother, we won't sell for 99 yuan. We sold for 128. After Double Eleven, the price was adjusted to 129. At that time, the cost of this quilt was 60 yuan. By 2014, 99 was basically the normal price. This is the situation in the entire category. Everyone knows that order swiping in 2014 was very good. The backend basically gave you a window. You can check it. After brushing, you can check it yourself. Some of them eliminated. Basically, this is the routine, which is the truth. Although we have never brushed it now, we have never brushed it now. When passing orders, brushing orders is a good opportunity for those who are just starting out, because they have no inventory or team. At that time, they can open a store. One store only costs a few dollars, but the return on brushing orders is huge, which means that the cost of crime is extremely low. For us, we have a large team with 20 to 30 million in stock. What should we do if we really brush it off? So it is very painful to encounter this kind of problem. Fortunately, our hit products are thousands of pieces a day, and when we make mosquito nets in summer, it is five thousand pieces a day, so you can't get enough of brushing orders. It's impossible to brush 5,000 orders a day. So this means that we haven't done such a thing. This matter will not be so open in 2015. Looking at it ourselves in the background, there is a certain probability that you will be caught.
A large number of merchants died this year. I don’t know about other categories. Anyway, there are many home textile merchants running away this year. Lao Jin still has 10,000 or 20,000 yuan and someone ran away. I feel very depressed because I have a very good relationship with that buddy. At that time, he said that the goods were out of stock and it was too late. I asked me to see if I could send some goods for him. I sent them for him and sent them for 19,000 yuan. Finally, he ran away. There was a struggle before he ran away. I knew that the money would not be back, so I called her and said to her very emotionally, "Brother, I am different from others. Others owe you money. He wants to make money for you, but I am purely helping you. I will get all the express delivery fees for you, and I will pack it for free. Can you live by yourself if you don’t give me this money? Then the phone will not be connected next time, and it will be so painful this year, so we need to think about it?
Because there are many channels such as Tmall think tanks, including we can communicate with some search departments to how to develop healthier, because healthy development is very difficult now. Usually, there are several big sellers in our category and we have a good relationship. Let’s talk together. We categorize Taobao sellers in our industry. One category is the low-price volume-driven type, not life-driven type, and the other category is the high-price order-driven type. Because the high-priced product has high profits, it is more suitable for order-driven. Anyway, he doesn’t have to sell too much. He sells 200 pieces every day and brushes 100 pieces. One hundred pieces are real or profitable. Another type is that they pretend to die in normal times, and suddenly the whole event is relying on some false propaganda and other means.
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