After 81 difficulties, I made money by investing and fell into the quagmire of losses... From the same class, I met Tianji Pavilion and saw the various life aspects of e-commerce people!

      In July this year, the products of Laogao E-commerce Club were completely upgraded. We started a small circle in the big circle, with 60-70 people in a class. Laogao personally selected more than ten members from the Jinguan Club, and each class was equipped with a tutor from the Jinguan Club as the class leader.

      In October, the Laogao E-commerce Club has held many class meetings, and many classes have already had their own class names. Today I want to introduce to you the "Tianji Pavilion". The "Tianji Pavilion" can be said to be hidden and hiding dragons and tigers. Every boss has a good background, let's see.

A white girl who wants to forget the past comes to Pujiang

      Xu Nan, nicknamed Baimei, has a very white skin since childhood, which is also the most obvious mark on her body. Bai Mei was born in Pujiang, Zhejiang, a small county town near Yiwu. She is very much looking forward to communicating with friends in Yiwu and Jinhua.

      In the past, Xu Nan had a very pragmatic idea and solved the problem if he felt that there was a problem, so he participated in training classes. Xu Nan said that if you want to come now, you will have some headaches to treat your head and feet to treat your feet.

      In April this year, Xu Nan got a manual of Lao Gao’s insights from somewhere. After reading the entire content, Xu Nan felt enlightened. Then she went to Yiwu to listen to Lao Gao's sharing on site. The most touching sentence was: Your income is the average income of the 10 people you often contact. What kind of perception you will have.

      Only then did Xu Nan realize that he had not updated his social circle for several years, so he joined the Laogao E-commerce Club. As a 10-year e-commerce veteran, Xu Nan's company has developed very steadily. She said that this slowness is ultimately because her thinking and personality restrict their hands and feet and limit their development.

Based on his years of experience and experience, Xu Nan shared the following five points:

1. Many e-commerce people have a problem, that is, they have built a warehouse of goods for several years . When we pursue business and growth, we must also restrict the turnover rate of goods. In this way, you will not be so blind when registering for stocking events. You should pay attention to products that are already unsold and deal with them in time. For example, it doesn’t matter if you pack a set of best-selling funds and get a fracture. Selling the goods is money, and not selling them is just a pile of garbage. You have to pay rent for it.

      In addition, we must promptly understand the national trend. Consumption declined significantly in August this year, which has a certain impact on winter purchasing power. Please pay attention and add more screening . In addition, current power restrictions across the country may lead to higher product costs, so be cautious in stocking.

2. The biggest cost of e-commerce is rent . E-commerce tax checks have been happening one after another in the past two years. In some areas with relatively high tax pressure, e-commerce has begun to become less popular, and eventually rent may stumbling our necks. The tax requirements for business housing for corporate access are getting higher and higher. Don’t hesitate to get on the bus when there is still a chance.

3. You must think more about the future. If a company does not have a strategy, it will become someone else's strategy . When my husband applied for the EMBA interview, he was asked "What is your company's 3-5-year plan?" We always feel that e-commerce changes quickly and have never thought about this issue. Just think about it and follow the pandemic. In fact, it is not the case. If you have to achieve great things, you will easily give up halfway through doing things and have no end. The company will also be unable to retain outstanding talents as it stands on the spot and will fall into a vicious cycle.

4. Forget the past and abandon the burden of thought . I am a bunch of stinky dog ​​shit, nothing can I let go. I became famous at the last Anji meeting. Many people say that you are the one who dances very passionately. In fact, I am completely different from me in life, but if you don’t try or go crazy, how can you know where your threshold is?

5. To be altruistic , believe that 90% of the students in Tianji Pavilion are currently on the fourth level of Maslow. We need to be respected and affirmed. All we can do is altruistic, achieve others, and invest in others.

E-commerce entrepreneurial experience

      Jinyuan is from Jiaxing, Zhejiang. She started to work with Taobao in 2010 and has been engaged in the e-commerce industry for more than 10 years. She currently mainly focuses on children's toys and maternal and child products. It mainly has two Tmall stores, with a team of nearly 100 people, and its online sales have reached 150 million.

      In March last year, Jinyuan joined Laogao E-commerce Club. After listening to the sharing of Laogao Principal, he was deeply touched. So the content shared by Lao Gao was applied to 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. Domestic platforms entered Vipshop, JD.com, and Douyin, and foreign platforms began to do Amazon and TikTok.

      They are still in the exploration period, but the Douyin platform has seen the results and achieved good results. She felt that joining Laogao E-commerce Club was very fortunate. She could listen to classes and learn and make friends, which also strengthened her will and gain some confidence in the future of e-commerce.

In the Tianji Pavilion class group, Jinyuan shared some of his own experiences and some ideas for solving problems:

1. I am from an operational background. The operation team basically relies on my own leadership. Last year, I started to let go of the operation work and invest in product optimization. After letting go, I found that old employees do not work hard, occupy an important position, do not actively learn, and do not improve their own abilities. It is even more difficult to lead the new ones. If you find problems, you will adjust the salary system in time and set up a job promotion and elimination system, which will be slightly more effective.

2. The company is in a county-level city in Jiaxing, and it is difficult to recruit talents, so the company's promotion and elimination system has encountered great problems . So we started to build the Human Resources Department. After a year of accumulation, we are still facing the problem of being difficult to recruit. We also tried to work in Hangzhou, but we did not persist and sorted out the reasons. We don’t know if it was because it was inseparable from family life, or because the companies on both sides could not make choices and gave up because of poor communication.

3. In the past two years, there have been actions to expand the category. The maternal and infant industry is a major category. It has its own baby carriage factory. Online sales range from baby carriages to toys, and then to maternal and infant supplies. The blind confidence in expanding the category is not familiar with the product , which has led to the inventories of a warehouse being unable to sell . Currently, it is actively adjusting, cleaning up inventory and doing refined operations, and continuing to optimize the supply chain.

Jinyuan summarizes the road to e-commerce entrepreneurship, which can be said to be very bumpy. After 81 difficulties, there are surprises and sorrows, but we still have to continue moving forward. Persistence is victory!

Yu Jiaojiao is anxious

      I started my business in 2017. Because I had some 2B furniture businesses, I urgently needed the factory, so I bought a small factory myself, retained the original team of the factory, and did not need to manage the production by myself. While helping customers produce, I made a very small subcategory - dressing mirror, which reached the top of the same average customer price, but it was too subdivided, with sales of only 20 million yuan in the whole year, and it stopped moving forward.

      With the expansion of 2B business, there is a new demand for the factory. At the end of 2019, Yu Jiaojiao invested in a furniture factory to make children's furniture, and she also did not need to participate in the production by herself. After the production of the new business stabilized, a children's furniture store was opened on Tmall in 2020. This time, I really wanted to do it well, so I invested some from manpower to material resources. By May this year, the sales were only more than 5 million, but the inventory was more than 3 million, and the daily operations also suffered losses of more than 2 million. Seeing this situation, Yu Jiaojiao felt that if the status quo was not changed, she might continue to lose money. She also considered and reflected:

1. I don’t know much about operations, I don’t have reliable operations , and the team is equipped with all positions, and I lack people who understand to gather everyone. After dismissing the previous operation, there is currently no suitable candidate. I don’t know if I have to learn operations from scratch to make a turnaround. I hope to find the right operational talents, can I only rely on luck?

2. When new products are developed, they don’t know how to launch them from top to bottom. They sell slightly better on the line , and they don’t know the reason; they don’t know the reason; they don’t understand the underlying logic.

3. The products of the 2B business have both quality and design, and are all supplied to the top 10 major merchants in the industry , but these advantages cannot be used to their 2C business.

      Looking back on the years of e-commerce entrepreneurship, the money earned by luck will soon be lost by strength. So in the past six months, I am worried not just about losing money, but about the most is that I have not found a way to make this thing better . Yu Jiaojiao said that she had never wavered her in the beginning of her business, but this year she was very confused and often doubted herself. All the misunderstandings and blind spots of knowledge made him unable to clear the clouds and glimpse the light of the sky. She looked forward to meeting the big guys in the circle to diagnose, give advice and give me no hesitation.

Getting on the e-commerce car will make a big turn in life

      Liu Tao once studied in Beijing and became a Shanghai migrant worker in 2006. He had a lot of work experience. He opened a chain store, a gift company, and a thermos factory. In 2015, he got on the e-commerce car by chance and his life began a major turning point.

He said that he did not dare to talk about any e-commerce skills. He was beyond his reach for the sharing of the previous brothers, and he also learned with an empty cup mentality when joining the Laogao E-commerce Club. So I simply shared the following points:

1. Choice is greater than effort . Before 2015, we opened offline channels to do business. The competitors fought to the death, and their profits were disproportionate to sales. Then we changed the battlefield - online channels. The opponents thought I had withdrawn and went bankrupt. A few years later, everyone met and chatted by chance, and they realized that there had been a huge distance. This is cross-latitude competition.

2. Do some small and beautiful projects . The e-commerce circles all have exchange turnover, and it is possible to make 800 million yuan, but it is more profitable if it has not made 50 million yuan. We are businessmen, not Lei Feng, we must understand what we really want. Only with high profits can customers enjoy high-quality services, employees can have higher incomes, and enterprises can develop lightly and quickly. If you can make the size of a large category, you can make the profit of a small category. Generally speaking, you can make money by doing it well. (Focus – lower cost)

3. If you have money, you have courage, and cash is king . The feeling that e-commerce gives me is always unstable, so if I have money, I invest in other industries, buying houses, buying land, and buying houses. I have invested in no less than ten industrial projects, one of which is listed on the Nasdaq and the other is the New Third Board. Of course, the project failure is mostly the case, but the overall e-commerce income is no longer the same as investment income, with a ratio of about 3:7.

4. Personal creed does three kinds of things: meaningful things, liked things, and good at things; treat three kinds of people well: relatives, lovers, and destined people .

The above is the sharing of some students in Tianji Pavilion class. Given that the class has too much content, we will publish it in periodicals. Those who are interested can continue to pay attention. See you in the next issue!