Dropped out of high school, and made Tmall store annual sales reach 120 million, becoming a lecturer at Taobao University

　　Anyone who is familiar with Lao Gao knows that Yazun is the gold medal lecturer we hired. He has given lecturers in Lao Gao's e-commerce class. His most well-known identity is a lecturer at Taobao University. He is also a lecturer at the China E-commerce Association. He has participated in the compilation of "Tmall Book", but you must not know that he also runs a Tmall store, focusing on the production and sales of folding furniture categories. In 2016, the brand's online sales reached 120 million yuan.

　　Yazun is his flower name. As his name suggests, it gives people a sense of elegance and dignity. His real name is Zhou Kaijie. He was born in 1996. Although he is young, he is already an old man in e-commerce. He has devoted himself to the e-commerce industry four years ago. He is currently managing the folding furniture brand "Sole", focusing on the research, development, production and sales of environmentally friendly folding furniture, and exports to Europe, America, Japan, South Korea, Ukraine, Russia and other countries and regions.

　　1. Drop out of school in the second year of high school to relieve family burden

　　Although he is now a lecturer at the China E-commerce Association, it is unexpected that Yazun, who studied in school at that time, was not a child with good grades. He didn't like the feeling of being in school. At the end of 2012, he was in his second year of high school and had a younger brother at home. At that time, there was no second-child policy open, so his younger brother was an illegal household and did not have enough money to pay the fine. At that time, Yazun wanted to save money to buy a small apartment for his younger brother and get a household registration so that he could attend a good school.

　　Although his parents at home did not support him and hoped that he would continue to study in school, he had made up his mind that no one could come back. In this way, Yazun entered the workplace and began to enter the e-commerce industry. When he was looking for a job, he found that he could sit in the office for Taobao customer service and not have to do heavy work, so he applied for a job. His salary was 1,300 yuan per month. He was only 16 years old that year.

　　2. Every job you do will make a good work summary

　　When he first left school, Yazun started with customer service and was promoted to customer service supervisor in two months. After half a year, he was transferred to after-sales service, and then promoted to after-sales service supervisor. The next year, I applied for the job of packaging and order review in the warehouse. Every job is done for a short time. In the eyes of ordinary people, they may think that he is not a down-to-earth and steady person, but for Yazun, every job he does is a study. He will do a good job summary for each job, understand what the final status of doing well in this position, what aspects will affect and how he can do the best.

　　While working in the warehouse, he opened his own Taobao store and also distributed a pair of bean doodle shoes and electric blankets from Putian. Shoes and electric blankets sold very well, and he made his first pot of gold in his life. After he earned tens of thousands of yuan from selling bean doodle shoes and electric blankets, he set out to apply for an operation position. Because he had the experience of making two popular products, he had the confidence to do operation.

　　Although he wanted to operate a large company, his previous experience of doing customer service and pre-sales and after-sales packaging and delivery was not enough to convince the HR of a large company. As a result, he entered a small family workshop to operate. Although it was a small company, the boss seemed to value Yazun very much. On the third day after he entered the company, he gave him all the passwords of the store, including payment passwords. This enough trust made Yazun embarrassed to leave. He decided to stay until he assisted the boss in the well-known local e-commerce office building in Yongkang that Yazun proposed to resign. Because Yazun is responsible for and manages all matters of the company here, this is also the fastest growing and well-known year for him.

　　3. Join Sole and want to deeply understand the concept of folding furniture.

　　Everyone will meet a few good friends for life during their school days, and Yazun also has this good friend. This good guy has a mystery and is a messy fate. They are not only junior high school classmates, but also a deskmate in high school. After school, they have to live in the same dormitory. Well, of course they don’t sleep in the same bed. This guy runs a furniture brand at home. He saw that Yazun was doing e-commerce related things and was doing it very well, so he invited Yazun to join many times, hoping that he would manage sales and brand together. In 2015, Yazun joined the brand and took over the sales and brand building of all channels.

　　After joining, Yajun reorganized the e-commerce team, first updated the product, then redesigned the market vision, and took the lead in using rendering differentiation to make the details page, and the third is to optimize and promote it closely. In his first year of joining Sole, in 2015, the e-commerce team he led captured the top 1 sales of the folding chair category in just 48 days, with monthly sales exceeding 40,000. The following year, the online sales of the Sole brand increased from less than 10 million to 120 million. From March to October 2017, the team increased from 12 to 70.

　　Continuous learning and continuous progress. With the rising performance and the increasing number of company staff, Yazun began to continuously learn and explore the ways and ideas of team management. "Because the company will have different bottlenecks and hardships at different stages, I can constantly break through and learn new knowledge to solve this bottleneck." Yazun said, "This is my current well-known gain."

　　Industry competition is everywhere, and Sole also encountered an industry price war. Sole built its own factories to increase factory production capacity and form an economies of scale, which is slightly better than its industry peers in terms of cost. Increase profit margins while reducing costs. At the same time, the company is also constantly developing products with its own intellectual property rights to improve product differentiation and increase profits. At present, relatively good results have been achieved in terms of economies of scale and differentiation of own intellectual property rights.

　　When talking about its own brand, Yazun began to be polite, as if there was endless things to say. They used origami fonts to express the brand from the slogan, so that consumers could understand from the font that we are making folding products. Focusing on the research, development, production and sales of environmentally friendly folding furniture, we strive to provide different new environmentally friendly folding furniture to countries and families around the world. He hopes to truly implement the concept of folding furniture into the hearts of the Chinese people and let Chinese brands go to the world.

　　4. 2017 Double 11 Sole completed 80,000 orders

　　On Double 11, Yazun led the Sole Folding Furniture brand to complete 80,000 orders online, and became the fifth place in the residential furniture category-traffic rankings on Double 11, surpassing some furniture brands such as Quanyou and Gujia.

　　"Operation often asks me why I need to sprint sales every Double 11?" Yazun replied: "It can help Sole attract more interesting, dreamy and talented people to join."

　　5. The youngest lecturer at Taobao University who loves to study

　　Young means vitality, Yazun is like a perpetual motion machine, full of energy anytime and anywhere. After work, he loves studying and spends about an hour every night to study. No matter how late it is, this matter will never be delayed. Here, he recommended Wu Xiaobo's book "The Great Defeat" to members of Laogao's e-commerce circle. The content is real and worth pondering and taking it as a warning.

　　While doing online business, he also became a sharing lecturer, helping many e-commerce people realize material needs and often receive anonymous thanks from some students.

　　Because he was interested in learning, he started to buy online e-commerce training courses when he was doing agency sales. For example, the popular old A, Musicheng at that time. Later, once, he wrote a case article about a successful event on a whim, which attracted the attention of Musicheng training institutions and invited him to share. Unexpectedly, what he said was very effective. In a while, Yazun became a lecturer in Musicheng.

　　"If you want to do it, you have to be a professional," said Yazun. Later, he signed up for a lecturer at Taobao University. Now when we look at the lecturers at Taobao University, we will feel that they are glamorous, but we don’t know how much effort they have put in behind this. In order to prepare for the Taobao University exam, Yazun bought all the courses for practicing eloquence, carefully studied the essence of the speech, recited articles in front of the mirror every day, practiced gestures and standing postures, and even how to get the microphone. He practiced over and over again. During the exam, he recited his brain map day and night, and for three days, he only slept for 3-4 hours. Fortunately, the emperor paid off and passed the exam. The passing rate of Taobao University lecturers was very low. Yazun smiled and said, "I'm just lucky."

　　But we all know that good luck always favors those who work hard to prepare.

　　6. As a lecturer’s instructions to e-commerce people

　　Hobby sharing. As a lecturer, Yazun shares with us the secret of success that he believes is more important:

　　1. The top-level person in charge of the company must pay attention to his own company's products, and the rest can be left to a dedicated person to do.

　　2. The most important thing is to have a positioning of your own store, which can make others mentally position it after purchasing your product. Find ways to make consumers search for your store name and brand name when they come back for the second time, rather than searching for category names. Your brand name should replace the name of this category in their minds.

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