Guide language: in such a capital is red hot, the entrepreneur conceal his excitement impetuous age, who can finally become the next breakthrough in the e-commerce industry who? Sina Technology launched the Interview with a new force power providers: Xu Xiaohui the early founders of the art carved Brand Media Source: Sina Technology
the presenter @ Tracy private messages open to entrepreneurs to contact us, and welcome to give valuable comments and suggestions.
second guest: B2C only in the morning can be free to play with his son while. If you do not leave any customer, holding the title of vice president of hanging options, he can be secure in the cash market to wait until next year.
77 born Xu Xiaohui believe that this business is like being pushed by the wave, can not say beyond our control, but there will be a lot of things destined somewhere, that does not necessarily want to do When done, you will find countless people to push themselves to that position, and in the rapidly changing Internet environment, good opportunities fleeting.
Xu Xiaohui where visitors leave, the boss asked him to do anything vintage, the answer is I also do clothing. Just the other day, Lei Jun is also concerned about the early call the operations of the present moment.
vertical e-commerce industry in general view is that the highest gross profit margin of clothing, but in this category, but also an independent brand of the highest gross margin, where the customer is out of Eslite such a success Road. From Where the customer comes out of Eslite Xu Xiaohui, naturally will not give up this one already familiar with the market.
money come from? Although Lei Jun aging are not investments, but optimistic about a lot of e-business angels. Xu Xiaohui start-up capital is about ten million yuan, is currently negotiating the first round of financing.
Peking University for Xu Xiaohui scholars who have a stigma, so that a positioning of everywhere,
industry there are two interesting evaluation, For all questioned whether it is too small, Xu Xiaohui hear a lot, but he always responded with two reasons: first, the beginning of any B2C brands are a small minority. Second, the first moment to reflect the actual population of the city because of anxiety to escape from the mainstream life of the state, that is, slow down fashion.
from April 6 on the line only two months, a variety of debate is still too early to be measured only by the data.
this transcript is the average price customers can reach 240, 400,500 single-day orders, up nearly 10 million subscribers. If we simply count, this month's sales to about 350 million.
leading venture past six months,
团伙屡次抢劫中老年妇女项链(组图), Xu Xiaohui start to experience all sorts of difficulties, but there has never been harvested. Even better understanding, then aged in some of the time where the customer so that he felt the decision challenged.
34-year-old Xu Xiaohui that now is the best for him, the entrepreneurial opportunity.
what is a high failure rate, I put as much as possible this time of trial and error before, without success I still have the opportunity to make a comeback. (Tracy)
The following is the interview Record:
Moderator Tracy: Good morning friends you Sina, Sina Technology Welcome to the new forces in a series of interviews with e-commerce, today I am glad we go to the second guest, but also a long time in the Internet business, our old friend Mr. Xu Xiaohui, he recently made with the literary style of a vertical B2C websites, first he told friends hello.
Xu Xiaohui: netizens Hello everybody, I'm Xu Xiaohui.
Moderator: We do this site is art, but also a B2C brand name clothing to do the beginning of the original carving, you give us about the specific operations on the line for two months the situation?
Xu Xiaohui: Let me explain the name, the name after reading a lot of people have a variety of associations, the intention of speaking from our name, I am a learning Chinese, the name is from the Ming Dynasty Locate the site on the project preparation process, we have been thinking of clothing in the competition is less intense B2C market, where our difference. We are now called the slow life of brand positioning. After the site has two on-line assessment is very good for me to play, but also consumers we have a more accurate understanding. One is that this may be the most literate electricity provider. In addition it was also commented that, as Douban version of Where the customer,
Vegetative coma 58 days after the natural delivery of pregna, both in terms of evaluation of our position, we do hope that the cultural style and spirit of the brand itself, meaning inside.
album we are shooting, they heard from the emotional to understand, what our position is, and now the project is called the private city, we will take a lot especially in the Beijing representative of the people, the their individual and the relationship between the city and then express them. And there are a lot of personal experiences and emotions inside. When it is on the line, we will see, this is not a simple business of selling clothing of a site, more often the expression of our cities in the living conditions of young people and their thoughts on the city. In the process, could take us a lot to discover the beauty of daily life and moved the idea of a good pass out. This is our first delivery of the brand. Second is that we were in the process how to make our clothes, our products and goods sold. This may be complementary to a clothing brand that is very important in terms of one thing.
Moderator: Just now you mentioned the outside of people's evaluation, which may be the most cultural temperament of e-commerce site, which the middle of a relatively dangerous place, this object is very small, you might think that this minority is not much of a problem, we see the definition can be considered literary circles Douban development of the Internet for so long, do not say Douban bad, but the outbreak did not particularly good, you feel that moment will not enter initial lukewarm state of development of fire?
Xu Xiaohui: See the previous week, an investment of a friend, he provided a data, do not know is accurate, watercress has come to an outbreak period, traffic has begun to exceed the happy network, the data I have not implemented. Douban such as a community is with profound knowledge of the strength. Happy network because a few applications quickly recognized by everyone, like the advent of microblogging Sina, resulting in the rapid triage of these applications out to the Sina micro-Bo, or other new media platforms. However, such media as Douban, or that the community would not worry about this problem, Because it is very strong user base adhesive, to a certain stage, there is one explosive growth. The data also need to implement, this is what I heard last week, good news.
on the public, minority issues, many of my friends are concerned about. There are two explanations, any new brand in my opinion, the beginning of the line are the minority, as some people say that your old club where the customers doing so well, positioning it so clear, it is a big market , why do not you come out to do a Where the customer? I say first of all passengers who have 4-year history, a lot of experience, a lot of development can not be copied. Also if you just do any one customer on the line, then not have their own clear positioning, a customer who directly came up with the competition of the words may soon die because of your resources, brand recognition, financial strength, talent pool so no way to compete with the Volkswagen brand.
other thing, in my view, although our position appears to be the minority, but I think it is public. Why are you so mean? Because we focused on the urban mainstream young people, their living conditions, each of us are the same, including me, including you, we are all of them at work every day, or the way to work, delays a lot of time, or that we are very anxious every day, every day is very busy, hurried life, to work overtime every day late. This is generally a state of mind, you may think I want to escape the city, I would prefer a slower pace of life.
first moment when there is a slow life position. Although each person may not be able to slow life, this position is something idealistic packaging, or packaging a fairy tale, in this story, we mitigate a lot of pressure off yourself, because in real life can not leave the city survival can not work out. In this case, you are to these anxieties have a relief carrier.
after I did the brand, but also learned a new word: cure system, from the Japanese term, I hope that the Department itself, there is a sense of healing and function in it. So we see that the site is not commercial when the presentation of the topic, the heart can relieve pressure. We weave a fairy tale which looks fantastic, to have touched the feelings enough. Anxiety mainstream young people, they need to find the living conditions of the carrier to relieve stress. This is the users mood, so we try to find a common point.
Moderator: Perhaps you mean the brand positioning, including the industry is very concerned about the outside world, on-line data from two months of operation, is not able to disclose that I know in the vertical e-business, gross profit margin the largest is the clothing, and our gross margins to achieve much?
Xu Xiaohui: our gross margin is 50%, our fare is doubled, the rules of such ex-factory price by 2. We all know that the traditional increase in 4,5 times, B2C with a more cost-effective nature, we are more cost-effective pricing strategy. We are basically 50% of the gross margin, even in advertising, popular goods or merchandise, or even lower, may go to 10%.
Moderator: Actually, is considered in the B2C sector, a high gross margin of?
Xu Xiaohui: Yes, B2C industry, so, to do its own brand, including any customer account, we have a 40-50% gross profit ratio, which is the own-brand business model decision. As the channel type may be relatively lower. But as I saw yesterday Mecoxlane earnings, gross margin last quarter was 36%, which is very high in the channel margin was.
Moderator: Let the customer price and number of users have about the numbers?
Xu Xiaohui: Customer price is almost 240 dollars, the daily volume of 400,500 single-single. Registered users in terms of scale, is close to 10 million registered users, is very good for us numbers.
Moderator: 200 yuan in the industry are what kind of level?
Xu Xiaohui: Sometimes difficult to ratio, in the clothing this area, the average or above average levels. After all, we are cheap clothing brand, like a lot of promotions where customers may be in the 200 block below. Martha Marceau may be as high, more than 500,600, more than 200 is above average.
Moderator: the cost of the largest local in the side? Cultural aspects you do, you have to take large, subject to planning, are very labor-thing.
Xu Xiaohui: team size is not large, nearly 50 people, more than 40 people in that inside one of the largest department, last week we have statistics, there is a department of 11 people is a website about departments, their entire responsible for the site from the vision of planning, filming, special production, website production, etc., or with such a brand with the vision-related work. So this is the largest number of personnel in this sector, and in my opinion, B2C large extent a matter of fact, especially in B2C is selling clothing photos. So we spend a lot of visual effort, this week the new revision will have a website, that time you will see the beginning of a more literary moment has emerged.
Moderator: capital the situation how?
Xu Xiaohui: We took part of the founding capital angel money, do RMB yuan, is also now doing a new round of financing, the specific amount and progress is ongoing, is not easily disclosed.
Moderator: Because you are where customers do before a long time, but may be concerned about, why do customers who also did well, including a good all platforms, there will be listed in the plan. Why do you want to leave that place out of business?
Xu Xiaohui: As you know, my age is not small, my 77 years, 34 years old, when every customer a lot of people ask me, why did you come out? Where the customer development so well. Where the customer very well, this next year or shorter period of time will be listed. But I think that for a large male in terms of pressure, which in this society, you may consider your future planning of the past few years, or that you gain the next few years time you can not directly proportional to the consumption of . If you have very good customer who benefits, but you may have to pay the cost of 4 years, 5 years or even longer time inside. By that time, nearly 40 of the people, re-select the start that route, it will face greater pressure, whether from home or from their own pressure, and even from the physical condition, and so the pressure on all sides .
business, after all, is a high probability of failure of one thing, I put the wrong time to lose as much as possible before release, even if the venture is not successful, I have the opportunity to make a comeback. If I do this thing 40 years old, then less and less opportunity. Because in the time where the customer really brought a lot of growth, whether it is aged for my help, or the company of my career, in fact, where the customer's work process, faced with a variety of external the temptation, whether it is the temptation of the project, the traditional business to the temptation to throw you, or says he is in the process of trying to do a lot of things.
every man will have a business dream, often suppressed out, but when every customer, because the entire industry was too high. The temptation is very large, very little will to dream a little bit of heart to enlarge, until you irrepressible, I have to jump out to do this, but outside gives you a chance. Whether you or give you recognition of personal funds come in to vote. In this case, you want to do a separate thing, or the dream of independence played a world was infinite magnification, and finally come out when you come out, although this process was found to have a lot of hardship, with the ideal not the same doctrine of the imagination. But in the process, can bring a lot of growth. Jinshan an old colleague, the founder of Storm video, the host asked him to start you from the big companies based company, the biggest change that? I was very deep, he said that I start the process of going through the year, my 8 years experience in Jinshan combined.
Moderator: This is not your answer is?
Xu Xiaohui: Yes. Although we have not yet 8 years, I only have half a year, but it combined my career than many, many things that you can not expect, you discover there are so many things that you do not understand, you have to understand boss, Lei Jun, or aged, and their decision-making that you do not understand,
Air Jordan 26 Retro, or even misunderstand why do they say today, look back at some of their decisions and decision-making time, you will think I now understand then why they do it a choice, or to make a decision. You would do the same as today's decision, although some decisions are harmful to some people, or damage to the outside or inside some of the people. However, this process amongst you will find that this injury is very painful though, but you have to do, because you want to guarantee a project, a team security.
Moderator: Where you left off, we may also rumors may be because the concept is inconsistent with the high-level?
Xu Xiaohui: Where the customer or both in my job at Yahoo is still very happy. Most importantly, I learned a lot. Any work which may have a variety of problems, any business is not perfect. Like the time I just left school to Jinshan, Jinshan ring for me is full of business, 20 years of IT companies, it did the Internet. Until you enter the enterprise, many people do not see things in the external, including customers, including the beginning moment is where the real time access to not only discover perfect. But in the process, I think that may be different people have different approach. I approach this company I will try to find a lovely place. Those deficiencies, or imperfections, I will do my best to improve it when I can not improve, I can not, maybe I will go to compromise. Because the work itself is a matter of compromise. Of course, I think this process, in fact, there will be many of these issues, but business is concerned, is not the only way possible for me to not be responsible or not responsible for the project. Not to say that because of the emergence of what kind of situation, I run away or what to bloom, that is not responsible for their own.
I do not know what the specific rumors, I think because since you do such a thing, you will face a variety of speculation, this does not matter, the most important thing is that this can not do a good job. Including where the customer we also cooperate with, next week or two, V + is also at the distribution line, including vintage was kind enough to call last week, when to talk, when he was a very noisy place, He said some time back to us. We are very good colleagues, including colleagues from the exchange where customers are now very much. I have no one to my old club are grateful.
Moderator: you and Ray are the sum of the relationship between President Chen is very good, Lei Jun angel investors who are voted off, we all guess you did not get his money? You do such a thing is not mine to give you the sum of President Chen have any comments?
Xu Xiaohui: I was leaving, President Chen to have said, because you also do clothes, I had told him of the need to do when out of costume. He said that because you do clothes, I'm sorry I can not invest in you, where the passenger was also in the clothing.
Moderator: What he means is that if you do not do clothes, you do the other brands he is investing is not it?
Xu Xiaohui: for he has the resources to invest. Because there is no way to clothing.
mine always speaking, when I went to millet technology, but also talked with the total mine, angel investment, I do not vote as a conflict between projects, where customers do you do with clothes or between or less have a competitive relationship. Although we believe that we do not, because we are so niche brands. Ray always said, I will not ask you too many sectors of the economy, because you talk about a lot of things very well. In the process, they gave me a lot of advice and assistance, including total return mine called me last week, how about you invest. Investment is not necessarily help, they offer suggestions, resources, money is more important than investment.
Moderator: We see the development of every customer, the beginning is to locate the high-end, price is relatively high, and slowly adjust to the present, into a fast fashion, the equivalent of cheap and popular brand, you Have you ever thought in the minds, you now want to literature and art, and later found that the market is too small, too slow shift to a parity or mass consumer market?
Xu Xiaohui: Where the customer is doing when the focus has been to every customer, after which I went. Where the customer is to locate the early middle-class things. Frankly speaking, the final disposition of a brand with the boss's temperament has a lot of. Aging has been trying to find the location, the middle class which is not his ideal position, aging is an idealistic scholar many things, I actually like a child is living in rural areas, we are trying to find a civilian population things, as this was vintage fashion brand positioning into the same people. When he found the concept, or find someone like Wang Luo Dan, Han, Huang Xiaoming said I was off every time, really find this feeling. Maybe like Uniqlo in Japan feel the same, that is to do a very popular brand of civilians. This is so the process of looking for a brand positioning.
same first moment, I first want to entrepreneurship is the wave of campus card to do, to do costumes for college students or school students, China's Tide brand little wave of Japan into China, the price of brand high. I personally have the campus complex, dealing with people on campus that I like. Later discovered that this group is too precise, and only gradual adjustments, we do one thing for white-collar workers. So we all know, I called the company name is Godot technology, the first time, we hope the beginning of the name is also inscribed in operation throughout the project process is gradual to think clearly, including the slow life of the positioning, the company set up in November, 12 May we wish to make clear, we need to do slow life. The definition of the brand, or there will be a trial and error development process. But so far, I think this position is more clear. First, let me slow life, or Muji's style we will not give up, which in itself is something I like.
sense of another culture is to present the packaging, or you might be in a week or two that, at first began selling books of the moment, when we see a single book, there are 13 kinds of books that I individuals choose their own, like There are many people of color injected into the inside, there are many of my colleagues that we are all young artists who range. We are these people together, we have an idea, of course, is very hard, very busy, but I think of them at work, and always want to find something you enjoy doing, such initial engraved art apparel brand, or so lifestyle brand that we want these people. Group of people if we do seven wolves, we can not do it because we do not like it. We like the things that we like this style. Like many consumers like our style, like, this is enough, we need to use our talents to do such a thing we like, do you like more than anything else.
Moderator: Have you ever considered, when the small company with a strong personal imprint is a good thing, after the company scale, this personal imprint on the company is not necessarily a particularly good thing , a lot of Internet companies on the market with a lot of cases also have not considered the long-term development? Development of how to keep a big way? Election day can have the time to book? The future will be difficult to achieve.
Xu Xiaohui: Now more and more of our product selection process, and collective to decide, not me personally to decide that this is a step by step process of combing. View of many investors fear the contrary with you, we've seen some of the investors, you expand so fast, even some products is the agent of others, you are not trying to maintain the current style, its own brand of investment remain completely way. Instead, investors fear that you will not style deviation. From our perspective, first of all we will adhere to this orientation, if the pattern of the future because the business is limited, you need to have other business to expand, perhaps to do other brands. Where customers do like the V +, as does not affect any customer itself, we might do in the first half an hour beyond the moment, three carved,
Air Jordan 23, it becomes another's style. But the bottom or the like. For the slow life in terms of such a position, space is still very large, because our position is in the style and the crowd has a position, there is no limit on the category, like next week at the grocery channel, in addition to books outside the Council selling household products, and even sell sandalwood or sell sachets, this business will do infinite, just like Muji same. The next three to five years would do more solid.
Moderator: We have stock?
Xu Xiaohui: Yes, in stock.
Moderator: The company is small, inventory is not a problem, Jingdong Liu Qiang East once said, do not do no ten billion e-commerce, what plans it has to solve?
Xu Xiaohui: I just have a question not specifically answered, a lot of money is the pressure in the stock, because 50% of your gross sales, then do 1 million this year, there are 500 million above the pressure in the cargo , the goods are in stock there. In this case, the inventory is a big problem, of course, there is no limit on the category does not mean unlimited in style is to enlarge, resources can not support the brand though many tried to take each of the following quality categories strategy, men, women have about 100 models, at this stage, or inside in the coming year, are ideal models of figures, we would do some fine things, not to say that department stores such as the class can do Jingdong SQ out of tens of thousands, we do not do it. But in the category, we do not particularly limited. But we will definitely go on the style boutique strategy.
Moderator: Because of time, one last question here, is also about entrepreneurship. The outside world is also controversial, you are a scholar, studying Chinese, and very like to see a very literary book, but would question such a person can do business very successful, although aged sold before the company, where customers do, step step in, if you do not have a lot of pressure will be, or how to cope with stress and the outside world does not sound optimistic about?
Xu Xiaohui: the pressure is, as I like how things and business is the need to explore together. Web site on-line one and a half, consumer recognition of this style with the orders. No matter what kind of pressure are always accompanied. There is no doubt about it.
not optimistic about the promising not important for me, I do not consider this sound like the only thing I consider is a reporter ask me what the next best hope, my greatest hope is After a year, says if it is to interview me, this company is still, then I will be very pleased, this is my greatest hope.
Moderator: Speaking of men just the age of entrepreneurship, you now have just as his father, in this stage, you have to face family, the son, the pressure is very large, business itself is very anxious thing, this time is a good time to start it? Another investor, he felt more than 40 years of age, because your family stability, and get the pot of gold, your child is almost junior high school, worry less, not just born child, how do you think?
Xu Xiaohui: the choice of start time, a wave pushing you away, even though we can not say beyond our control, but there are many things destined somewhere in my business which do not necessarily want to This time, you find that many people will push you to that location, this is a very wonderful feeling, idealistic point is God. The choice of time, really not able to control you personally, just as I left Yahoo in 2006, when the second back to back Gold, I gave up my Yahoo account the opportunity to help me solve. At that point in time, maybe I can get more for a month in Beijing account for that month to quit. All job-hopping is that the new owner wants you quickly to the new position,
Jordan Team Valid8, you have to do select, I chose a career, I gave Beijing a valuable account of this thing looks.
time choice, in many cases, as to where I am off from Jinshan, from where the customer and business, this process even if you are planning for their future, but this time is not planning . As the wave of e-commerce, perhaps next year to a third of the world to determine the age structure, or the kind of situation, do next to no chance of this matter, and must be done this year. This time, though just eight months of the child at home, or how, no time to accompany him, and that unfortunately, can only play with him for a morning. But there is no way, this is your choice.
Moderator: We also hope that next year, when we talk to Xiaohui talk, to see the first moment still exists, and can do better, thank you concerned about the current series of interviews with e-commerce, but also hope that we focus on our next guests, thank you.
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