Reborn Entrepreneurial Giant

At the headquarters of Jumei Yangcheng, several people discussed the operation of their own brand again. Lu Qi believed that this is the key to long-term profitability of the company, but the priority should be given to self-operated business. Only half of the revenue is guaranteed to be self-operated. They can guarantee the service level.

Jumeijuhuasuan suppresses the advantages of Taobao Tianmao, even good service, including website fluency, payment success rate, convenience and security, cash on delivery, seven days no reason to return, 30 days replacement, express delivery timeliness and other pre-sales After sales service.

Third-party sellers on the Jumei platform use Jumei logistics services, but the after-sales service is not guaranteed. Some sellers are unwilling to bear high after-sales costs and let consumers return the goods to the local area. Jumei itself has limited processing capacity, so there is no mandatory requirement.

In addition, in addition to self-operated Juhuasuan, all after-sales services must be provided by a third party, including express delivery, that is, consumers need to find a courier company online store by themselves, and the whole process is very troublesome. Unlike Jumei self-operated, after passing the audit, Jumei Logistics will come to pick up the goods according to the agreed time.

The service itself of an e-commerce platform cannot be quantified. Consumer experience has a "peak-end law": after a user experiences an item, all he can remember is the peak (peak) and end (end) experience. This was proposed by psychologist Daniel Kahneman, winner of the 2002 Nobel Prize in Economics.

Many people like Pinxixi because of their cheapness, and some low-cost items can be "refunded only", which improves the user experience and leaves a deep impression on people, and then can ignore the "monkey playing" encountered in the shopping process ", all kinds of nonsensical lottery activities.

For Jumei, Jumei logistics is the key to improving the user experience. If we continue to push back, we will know that only when the platform has more initiative can the consumer's user experience be guaranteed. There are two paths that can be realized. One is to increase the proportion of self-operated logistics, and the other is to improve the service capabilities of Jumei Logistics, so that more merchants can use Jumei Logistics services.

Qu Li and the others have repeatedly emphasized the importance of Jumei Logistics, so now it is the turn of self-operation, and the number of employees in a company is limited, and it is impossible to take care of all aspects. For example, Jumei has an engineer culture, and the salary, benefits and benefits are all biased towards programmers, so it is impossible for fashion designers to become mainstream.

Clothing design requires creativity. Danlin brand learns from ZARA to reproduce global fashion. Although the standard is lowered, it also needs "creativity" and a "free" working environment. This is in contradiction with the efficiency-oriented "Jumeijuhuasuan".

Under normal circumstances, Lu Qi can make adjustments to the "Danlin" brand, but Chen Danlin is the co-founder of Jumei and the girlfriend of Qu Li's "Official Xuan". He doesn't understand the world at all.

Since the matter of "Danlin" is difficult to deal with, let's leave it to Qu Li. Unexpectedly, Qu Li is also an unreliable person. He didn't recognize the form, thinking that Lu Qi really wanted to kick "Danlin", he didn't think so. "Danlin" can succeed in a short period of time, and she doesn't want to have trouble with Lu Qi, so she naturally agrees.

In fact, there is no artistic creativity in the shein model. It is the ultimate pursuit of efficiency. It cannot be said that there is no quality control. The cost cannot be reduced in that way, and this contradiction is almost difficult to bridge.

They discussed the operation of Sun Moon Fenghua, "Sun Moon" is the most common and most common cost-effective product; "Fenghua" Zhengmao is naturally a high-quality cost-effective product. The most typical representative of this is "Xiangyun". Last year's revenue did not double, but it was close to 6 billion soft sister coins. It is the third largest sports brand in China after Li Ning and Anta. The other is the "Danlin" brand. Last year, due to anti-corruption, sales fell to about 500 million. The development of physical stores was not smooth. The "small order and quick return" model had high operating costs, and its development seemed to be stagnant.

Another brand of Riyue Fenghua, Cotton Times relies on the concept of safety and comfort, and is engaged in the business of mothers and babies, underwear (bras), and thermal clothing. It has maintained a stable growth and surpassed "Danlin".

Luqi appreciates the "Cotton Era" more, because they are all "basic models", and the cost of mass production is lower. Even if it is sold in China, it has a profit of more than 30%, and it is generally more than 50% of the profit sold on Shopee abroad. , is a typical high-margin product.

Lu Qi also specifically praised the "Koala" food that Chen Danlin is in charge of. The snack food track is also high-margin. As long as the quality management is done well, it will not worry about selling in Jumei Shopee in the short term. It is a project with great potential.

For other daily necessities and small commodities, all of them cooperate with Li \u0026 Fung of Xiangjiang. In the future, we will select products with high sales volume, high praise and low profit from them to find OEM production. Or find out the best-selling products on the two platforms of Taobao Jumei to do self-operated or private label...

This is what Amazon does. They grab the categories that third-party sellers create.

"Xiangyun" is now operating independently and has its own CEO. "Dan Lin" accounts for more than half of Sun Moon Fenghua's remaining staff, which is another reason why it must be kicked out.

Although Qu Li sleeps with Chen Danlin, but she is a bit embarrassed about her face. What if others think too much about her and think that she is not competent in Jumei? She has worked so hard.

Continue to discuss the future direction of Sun Moon Fenghua: "We mainly focus on products that can be mass-produced on a large scale, pay attention to product consistency, and can establish a supply chain center..."

Riyue Fenghua’s foundries are mainly concentrated in the Pearl River Delta and Yangtze River Delta regions, which are densely populated areas of Jumei Logistics, but even so, it is difficult to achieve all the distribution by Jumei Logistics. There are various difficulties in this, and most companies will temporarily Avoid, but Qu Li and Lu Qi are ready to face the difficulties, establish a centralization of power in China and Taiwan, establish an open platform for Jumei logistics, and then step by step transform the foundry.

Goudong Logistics opened to the outside world in 2017, and by 2022, external customers accounted for more than 60% of its revenue, embarking on a healthy development path. However, Jumei Logistics has not been established for a long time. Qu Li would rather sacrifice the user experience of Juhuasuan’s self-operated products, but also establish Jumei’s high-end brand image and open Jumei Logistics to the outside world. Due to the lack of management and control capabilities, many small problems occurred. , which made many consumers feel dissatisfied, and because the e-commerce business developed too fast, things were covered up.

Qu Li Luqi reorganized Jumei Logistics, and must face the problem directly. The information center of Jumei Logistics has been established, and employees are classified. In addition to regular employees, there are labor dispatch workers and temporary workers. Enterprises must focus on development. Although Jumei Logistics is important, most logistics and express employees are not important. This is determined by market laws.

Qu Li's conscience is not as good as Dadongzi's. No matter how bad he is, with the fact that all employees pay "five insurances and one housing fund", he looks particularly radiant against the backdrop of his peers. Including SF Express before it was listed, at least half of the employees did not have five insurances and one housing fund.

Discussing these is not their focus. Qu Li focused on the upcoming China-Europe Railway Express. According to a preliminary calculation, the shipping time from Zhongguo to the EU is 3,000 US dollars per standard box per month, and the China-Europe Railway Express takes about 18 days. The shipping fee is about 1 A standard box of 10,000 US dollars is more expensive, but it is more time-sensitive. Jumei Logistics is still needed, especially for Honor. No matter mobile phones, tablets or laptops, it is more cost-effective to ship by rail.

"We can do cross-border e-commerce, and we can also find OEM factories in the EU to produce milk locally and ship it to domestic sales..."