What is private domain e-commerce? Is it a new concept to change a vest for social e-commerce?
Have a plenty.
But Haojiayun Store is not.
Its predecessor was a good clothes shop, which was established on 20 17. Its positioning is to focus on brand sales and provide integrated supply chain solutions for millions of purchasing companies.
It belongs to Whaling Group, and the current financing scale is nearly 2 billion yuan. Its powerful shareholders include Tencent, Yunjiu Capital, IDG Capital, Qi Ming Venture Capital, Yuan Jing Capital and Xianfeng Evergreen.
In May last year, Haoyiku made a major iteration: by providing tools for privatized stores, Haojiayun Store made its debut, forming an ecological model of "front store and back warehouse" with Haoyiku, allowing people at the C end to place orders independently in WeChat Cloud Store, and shopkeepers can independently put their favorite brand products on the store.
1 many years, Haojiayun Store has achieved amazing results of "GMV increased by 800%, the number of users increased by 5 times, and the accumulated commission was 65.438+0.5 billion yuan".
It is said that business has been bad in the past two years, especially under the influence of the epidemic, the decline of half is firm, the decline of two-thirds is normal, and very few parts can be basically stable or even slightly increased. Why can Haojiayun Store go against the trend?
The key is that the basic value of the good clothes library is not low, and Haojiayun Store has achieved a speed increase of 8 times a year on this basis. Cat Sales had the honor to interview Tian Kun, vice president of Whaling Group and head of Haojiayun Store. He unreservedly introduced his private domain e-commerce knowledge and the style of Haojiayun Store.
Tian Kun, Vice President of Jingling Group and Head of Haojiayun Store.
Selling cats benefited a lot.
Today, we refine the actual combat experience of Haojiayun Store into four methodologies and share them with you without reservation, hoping to inspire you.
1, move
Back in time, early 2020.
Like many enterprises, trust-mart clothing stores were caught off guard by the sudden outbreak of COVID-19. The performance of whale spirit group once fell to one-third of the original. This is the biggest difficulty that Wu, the founder of Whaling Group, has encountered since he started his business.
But he was born in technology, and he firmly believes that difficulties are temporary and technology can change the world.
Crisis crisis, crisis is organic.
What Wu sees is the opportunity brought by technological changes under the epidemic situation. What makes him more emboldened is that at the end of 20 19, he recruited a like-minded and courageous young man. This is Tian Kun, the later vice president of Whale Spirit Group and the head of Haojiayun Store.
In February, 2020, Tian Kun was in place, fully responsible for clothing warehouse strategy, brand to structure, personnel management, etc.
The first thing Tian Kun did after taking office was to reposition himself.
On the one hand, Tian Kun has seen the vast sky of private domain e-commerce-the annual growth rate of mainstream e-commerce platforms is only 20%, while the transaction data of WeChat is increasing at the rate of 100% every year-and he firmly believes that private domain e-commerce is promising.
"Although the track we chose seems to be a fierce track, we actually chose the most sunrise track in the track."
On the other hand, Tian Kun also saw the bottleneck of a good clothing store.
At the beginning, Haoyiku was just a tool for purchasing services, providing an integrated supply chain solution for purchasing. This model is very private, and a good clothing store can't touch C-end customers at all. This is also the earliest understanding and positioning of private domain by good clothing stores.
However, after the purchasing on the platform becomes bigger, the bottleneck will become more and more obvious. For example, a purchasing agent, selling goods in a group, will be very busy if the quantity is large. He needs to launch group solitaire, constantly collect the delivery addresses of users, and need to maintain hundreds or even more addresses at a time. Because users send private messages to purchasing, it is easy to make a lot of mistakes and the efficiency is extremely low.
Can we strike a balance between the private sector and efficiency?
Under the leadership of Tian Kun, in May 2020, Haoyiku completed a big iteration and upgraded to version 2.0 of Haojiayun Store. In the past, a good clothing store was a simple ordering tool and a warehouse, while a good clothing store became a store and a shop. From the warehouse to the store, it means that the B-end shopkeeper can put his favorite brand goods in the store independently, and the C-end consumer can place an order directly in the store, thus extending the service.
However, this seems to be no different from the social e-commerce platform.
Hidden mystery.
Haojiayun Store insists on private business, emphasizing the owner, not the platform itself.
How to understand?
Haojiayun Store provides a storefront for the owners, but it does not expose itself. Consumers only see the owner's shop and can't see the platform behind it.
In other words, the platform of social e-commerce is to contact the C-end, and consumers know which platform they are buying. However, Haojiayun Store hides the platform itself and protects the owner's private domain traffic. The business logic is to guide consumers to only recognize the car owner but not the platform, but there is strong support from the platform behind the car owner.
Tian Kun believes that this is a real private domain e-commerce. This iteration has opened up the arrogance of a good cloud store.
2. everything revolves around little B.
Haojiayun Store is firm and clear. "We are very different from other e-commerce platforms. Our real user is Xiao B, not C. Everything we do is around B to solve the problem of B. "
Is the shopkeeper comfortable? Does the shopkeeper make a lot of money? How to achieve the growth of users (shopkeepers)? This is a concern of Haojiayun Store.
Let's take it apart one by one. How does Haojiayun Store do it?
0 1, liberate the shopkeeper
First of all, protecting the host's private domain traffic and not touching the logic of C will make the host very comfortable.
After the launch of Haojiayun Store, the owner's shipment volume and efficiency have been greatly improved, but new efficiency bottlenecks have also followed. A shopkeeper can operate and maintain 5-6 communities, which basically reaches the limit of labor. He has to choose goods in the background, plant grass in the group, send links, and maintain the relationship between customers and groups, which will be very busy.
Based on the technical background of Wu, the founder of Elf Group, under the leadership of Wu, Haojiayun Store soon ushered in an upgrade iteration and evolved to version 3.0-AI intelligent era. From June 5438 to February 2020, in order to continue to help shopkeepers solve efficiency problems, Haojiayun Store became the first company in the industry to develop AI robots and popularize them to Xiao B.
Haojiayun Store is a business to help shopkeepers. A mature shopkeeper actually needs a lot of professional skills. He needs to choose products, sell goods, plant grass, make materials and so on according to the characteristics of his user group. But these things can now be done by robots. According to big data, robots will do better than manual work.
For example, robots help shopkeepers complete product selection, which is based on the browsing data of customers who entered the store in the past, and automatically select products; Sleepless for 24 hours, deep learning, and the whole network broke the news; According to the big data of group users, automatically distribute materials and promote them; There will be express delivery after the order is placed.
The emergence of intelligent delivery robots is "opening artifacts" for shopkeepers. For Haojiayun Store, it has changed the owner's business model: first, it has liberated the owner's energy, and second, it has improved the owner's liquidity efficiency.
02.c-end perspective
From the perspective of supply chain, the platform should pick the best things to sell at the moment, which is convenient for shopkeepers to sell. The supply chain itself is a big advantage of a good cloud store, which we will talk about separately later.
From the price point of view, the positioning of Haojiayun Store is brand sale, which is not higher than Taobao JD.COM. In order to facilitate Xiao B to sell goods, the platform itself should control the price cost.
03, activities and growth
In the five or six years of social e-commerce development, there is a common problem. Grow for growth, be new for innovation, but you can't stay after pulling it. Growth for growth's sake is actually putting the cart before the horse. This is the biggest feeling that Tian Kun led Haojiayundian to fight 1 for many years.
What do you mean by being active and growing?
"As long as the small B who comes in can survive, earn money and be active, there is no need to worry about growth at all."
"We will continue to find ways to make Xiao B earn more money, or continue to make Xiao B earn more money and then make him active."
This is also the mission of Haojiayun Store, so that everyone who wants to change can win wealth and respect.
A mother in Chaoshan, Guangdong Province, in order to see a doctor for her children, began to contact WeChat business and community group buying from 20 14, and also opened offline stores until 202 1 joined Haojiayun Store, which improved her economic conditions and gave her more energy and time to take care of her son.
Xiao Ye, the boss of Zhongxian County in Chongqing, was once a left-behind child. After graduating from high school, he gave up his studies and worked among major electronics factories for six years. After I was pregnant and gave birth to a baby, I came into contact with Haojiayun Store by accident and brought goods through the community, which made a good income. Making money to support the family and accompany the children, Xiao Ye said, can finally let his children stop being left behind.
Such stories often happen in Haojiayun Store. This made Tian Kun feel the real value and significance. Simple numbers are cold, and the people behind them are alive.
202 1, Haojiayun Store hopes to achieve the goal of10 billion. "Is there a big difference between 10 billion and 9 billion, 1 10 billion?"
Tian Kun believes that it is more important to provide empowerment services for shopkeepers, so that ordinary shopkeepers can earn 654.38 million yuan a year.
This is something more valuable.
3. Supply chain approach
Just now, we have mentioned that brand sales need to do a good job in product selection and cost control.
In this regard, relying on the development of Haojiayun Store for more than four years, Haojiayun Store cooperates with more than 20,000 brands in the supply chain. Compared with some new projects, it has actually precipitated the advantages of supply chain.
But this is still not enough.
With the expansion of the number of small B's and the growth of transaction volume, on the one hand, more and more C-end users can be reached, and the consumer demand becomes richer; On the other hand, Xiao B needs to make money on the platform to stay active, and the product needs to have enough profit margin. All these changes put forward higher requirements for the supply chain.
So what is a good cloud store going to do?
Three o'clock. 1, the rise of the national tide under the new consumption trend. 2, do customization, high commission. 3. Help OEMs to upgrade their brands. Say it one by one.
0 1, the rise of national tide under the new consumption trend.
How to do category iteration? What is the basis of iteration?
In fact, it is necessary to adapt to the changes in the trend of the entire consumer market and the changes in users' buying habits.
For example, before new cosmetics were put on the shelves, Xiao B mainly sold big-name cosmetics such as Estee Lauder and Lancome, because consumers recognized big brands more. In recent years, in fact, with the rise of domestic products, there are more and more markets for new domestic brands such as Perfect Diary and China.
Therefore, Haojiayun Store will continue to look for products that are very marketable and in line with the trend, so that Xiao B can "sell".
02, do customization, high commission.
Little B can make money and continue to sell goods. This requires the platform to have a unique supply chain and high commission products.
Why is the commission on goods high? Because this is a customized cooperation between Haojiayun Store and manufacturers.
For example, if you help manufacturers sell hundreds of millions a year, then the platform can win more price advantages, thus ensuring that the goods have sufficient profit margins. Customized production can give shopkeepers more profits and make them earn more money.
03. Help OEM to upgrade its brand.
In fact, there are many brand foundries now. If the brand premium is removed, the product cost itself is not so high.
These factories can OEM Bosideng, Muji and other well-known brands, indicating that the quality of products produced is actually better.
A good cloud store should cooperate with this type of factory to help them launch their own new brands and become a member of new domestic products.
These new brands can be repriced. The quality is the same as that of Muji, but the price is much cheaper and the product is cost-effective. Haojiayun Store has launched several explosion activities in the community, and consumers are gradually willing to pay for such products.
"Only with a long-term stable and unique supply chain can we establish e-commerce in the private sector". This is a difficult and correct thing, and Haojiayun Store will stick to it firmly.
4. Method of operation
Haojiayun Store has made a deep excavation in the operation system.
0 1, marketing around small B.
For example, in the face of shopkeepers, the "commission doubling" activity was launched. Mobilize the enthusiasm of shopkeepers to bring goods through high commission.
However, Tian Kun bluntly said that increasing commission has become the industry standard, and he values other links more.
02. Disassemble every transaction link around commodities.
How did Haojiayun Store do it?
In the choice of products, focus on creating brand explosions.
What is an explosion? If the billing rate can reach 60%~70%, there is such potential.
Now Haojiayun Store will basically launch the main explosive products every day, and will also launch the S-class Super Brand Day on Tuesday and Friday.
After selecting products, you need to cooperate with good materials, tell good stories and establish the ability to grow grass. So what kind of materials and stories can attract customers? For example, a brand you haven't heard of is produced by Muji OEM, and the quality is the same. If you buy 100 yuan in Muji and 50 yuan in Haojiayun Store, will you try to buy it? This is a selling point that needs special attention when planting grass.
Haojiayun Store also set up the post of community grass planter. These professional content personnel will carry out in-depth operations on goods, such as understanding the factory through traceability, looking for fresh selling points, and continuously producing content that customers like.
03. Constantly upgrade the user experience around the infrastructure.
Just in July, Haojiayun Store upgraded its after-sales service and launched a pickup function.
Only the ordinary courier fee is charged to the customer, and there is no need to pay the door-to-door pick-up fee, which solves the problem of "difficult return" for the customer.
Tian Kun said that Haojiayun Store will continue to upgrade its infrastructure to make users' shopping experience at the first-class level in the industry.
04, around the AI technology, comprehensively promote intelligence.
Earlier, we talked about the intelligent delivery robot in Haojiayun Store.
What can this robot do?
First of all, it is equivalent to a brand material library. After the small B is deleted according to its own needs, it can directly let the robot push the data in the community.
In addition, the function of group interaction is now added, which can realize red envelopes, sign-in, redemption of points for gifts and so on. And help Xiao B to be active in the community.
How smart is this robot now? For example, if women's clothes sell well in the community, robots will grab more materials related to women's clothes and push them, and evolve into a trend of "finding people by goods".
In the past, a shopkeeper could serve about six communities. Now, robots can automatically push product materials, and shopkeepers only need to answer consumers' questions. The service capacity of ordinary shopkeepers can reach about 20 communities, and the efficiency is greatly improved.
Haojiayun Store will continue to develop and apply more advanced technologies, and constantly optimize the intelligent recommendation and the matching degree of people and goods, so as to improve the efficiency of making money for Xiao B and reduce their investment time.
last words
Once again, I was shocked by Haojiayun Store!
Beautiful transcripts are no accident, which comes from the clear positioning, complete business logic and market-leading play of Haojiayun Store.
After interviewing Tian Kun, selling cats was deeply inspired.
The private e-commerce business that Haojiayun Store is doing is not to steal the concept of social e-commerce, but to subdivide and reshape the social e-commerce business. It cuts into the right track, finds a more vertical positioning, helps more B's to make money continuously and empowers more China brands through good goods, good prices, good services and good technology.
We fully explained and shared Tian Kun's understanding of private domain e-commerce and the style of Haojiayun Store.
Thanks to Tian Kun. I also hope to give you some inspiration.