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Video: Interview with CEO of cotton-dimensional media Lam Source: Sina Technologythis part SAN @ Tracy (microblogging) private letter is open to entrepreneurs to contact us and welcome given valuable advice and recommendations.
Eighth guests: Victoria Cotton, founder of Lam (microblogging)
wonderful view:
- we started from January to now, the staff about is more than 50 individuals, the number of users from the current point of view, only the user to buy a pair of socks may now be less than 1%, far-off price is 100-120 dollars. Our gross margin in the entire industry is not high, probably about 40%, if there is too much margin negozi ugg, representing the interests not give a lot of consumers.
- vertical Ye Hao, the platform it is most important is the need to do is a brand. There is a brand consumers trust you, while you have a consumer loyalty. The most important is that you will go to the monopoly purchasing power of consumers, this is a brand of real value, it will easily exceeded by competitors. So the real core is cut with a small point to build a big brand.
- Qiang Dong (microblogging) as the industry's senior, he played his voice, but sometimes misleading the masses. Jingdong itself should not advertise, because it so low profit margins, why fight ads? It simply can not afford to support advertising costs. For its own brand, the profit margin is able to support large-scale marketing moves, and it has the brand needs.
- many of today's electronic business practitioners talking about the lowest cost with maximum effect, what is the lowest cost? I understand, for the marketing practices, whether valid or throwing money at marketing moncler fabrikverkauf, the most important thing is to get consumer recognition, to let consumers know who you are, the first step is always to do this thing, and not to consumers to obtain orders.
The following is an interview with Record:
entrepreneurs need to find a good starting point
host Tracy: Members Sina's friends Good afternoon, welcome to interview with Sina science and technology, the electricity provider here is a new force SAN interview section. I am very pleased we have invited a guest, be a dark horse in the B2C, Victoria Cotton, founder of Mr. Lin Wei, chat with us about their business situation, first the total forest with our friends say hello.
Lam: Hello, everyone, I am the CEO of Lam-dimensional cotton, you Sina's friends, good afternoon.
Moderator: Speaking of D may be a not very understanding of all cotton, cotton was selling socks Victoria, you will find socks so small, why sell such a product, can give an introduction about the company situation?
Lam: First, we established the company last year, cotton-dimensional positioning of the company lies in the start up cost of providing high-quality socks, and now we are slowly but can be extended to provide underwear products. Our position has always been of good quality are known, relatively high cost. Why then do we want socks? It is because we want to do at the time when the electric business, because there are too many people doing clothing, they do good. We, as a later entrepreneurs, we need to find a good starting point. Therefore, we believe that socks are a relatively small cut-off point, it can become a brand stand point.
Why do you say? Because the traditional people buy socks in this matter, we basically ignore your own behavior, or you do not remember the last time you where to buy socks, sometimes you do not know you are wearing socks from where to buy. We feel that this matter is very interesting, if in his socks throughout the purchase process, if we can give him a role to play vêtements moncler, let him remember us, we believe that through such an act to create a brand like ours, the relative run as a business enterprises is relatively easy.
fact that we judge of this so far is consistent with our original expectations. Basically, we are now completely subvert the consumer to buy socks this matter before the usual experience. We hear from him how to our socks, to see our web site, our products get to his package, he felt with previous experience of buying socks is completely different.
Moderator: can not interrupt, where concrete is not the same?
Lam: For example, he heard our socks when he was first heard in the media. When you've bought socks, or to hear a brand when the brand, especially socks, you may simply not heard from the media, basically you go to the supermarket to see or to see the overpass, or in the mall to see. Today he is the first to know when I know in the media, for example, we have been in Sina Bo and many consumer communication. First of all, when he heard I was not the same place, saw me, he is seen on the Internet, rather than seeing in the supermarket or elsewhere. He saw the time Ugg botas, found that the socks will be used this way to show, he also feels very fresh, because it is a clothing presentation, which is basically a lot of consumers have not previously seen this display mode. Finally, when he got socks, he will find that there is such a beautiful box, he never felt I had to buy socks at least not this kind of feeling, and finally I will get such a beautiful box, And it was inside socks.
our entire user from understanding, to see to get to use the entire experience is the traditional way of purchase of socks is completely different. Therefore, we used a more subversive in a way, so that consumer awareness of a new brand, through the socks.
socks back-end storage and other low cost
Moderator: You mentioned just above may for example we do not need to spend in the channel a lot of money, did not like the traditional brand shop in the mall this channel. But you just said you would use a good logistics on the box, this one will not be very high cost?
Lam: I think now how about it? Our packaging should be higher than the apparel industry to do about 20% -30%. Why do we give consumers a sock such a good box? The key element is that we hope to finally get to hear him from the time, we want to do is beyond the imagination of consumers, so he has a real surprise. Therefore, in this area although there are some costs moncler weste, but we now, the consumer response to our reputation, we feel that this step is done right, because you both to reduce costs or increase the cost of your most important goal is to allow consumers to agree with you, then you have a trust. Therefore, we feel that part of the packaging, although we are relatively high cost, but we decided to stick to doing that.
Moderator: You choose this field was cut, will not have such a consideration? For example, its stock would be more simple, because the socks are definitely better than the stock inventory of clothing should be simple? Have considered this the reason?
Lin Wei: Actually, socks is a very, very suitable for Internet purchases and sales of products, because it really in the back-end storage, including the fact itself in the logistics moncler damen daunenjacken, express itself, it is certainly better than clothing or the so-called large-scale electric is much lower. Second, because the management, the category of socks we could sell in China, which is considered the most socks, and we probably have more than 200 models are now color socks. Even more than 200, and is also a warehouse for a very low management costs. Therefore, in this part of the socks really easy to manage, but it is also easy to logistics. The most important thing is that it's in the middle is very little damage, so the socks themselves on the back end of the whole, the current view of its cost is relatively more advantageous.
Moderator: So, now we where the biggest money is spent?
Lam: Our biggest cost is spent on the first purchase, we know that we as a brand new electric provider, in fact, we do clothing, although we are a very small area in the clothing where do the socks and underwear. But this occupation of liquidity is still relatively high, this is one.
Second, in our marketing, we started slowly from August to do the marketing, purchasing and marketing, now it seems that we now seem relatively high proportion of the cost of some .
Moderator: Can you give us about the figures we present the company's operations, such as number of employees, customer price, including socks industry's gross margin to reach the number?
Lam: First, we start from January to now, about the current development to more than 50 individuals, our customer price, a lot of people start, a lot of friends that this product is priced very low.
Moderator: more than 30 dollars.
Lam: more than 30 dollars in terms of a pair of socks or very high. In fact, we sell 20 at that time, we found that consumers in the actual purchase process, no one will buy one pair of one pair of socks, I want to go anywhere very hard to say you buy a pair of socks. So far our passenger unit is basically between the one hundred to one hundred and twenty. To our current number of users, we probably just bought a twin which users may be less than 1% now, is a very, very small number. Most users are buying at least 4-5 pairs or more. Therefore, our customer price so far is 100-120. Is such a situation.
Moderator: gross margin to how many?
Lam: In fact, it is a lot of margin conditions and elements in the decision, but our gross margins in the industry point of view, first of the first not high, probably around 40% gross margin, generally relatively high gross margins in traditional industries. Because the electric industry business sales channels, the so-called flat after its gross margin should not be too high. If you have a high gross margin, representing the interests not give a lot of consumers.
Moderator: How high can profit?
Lam: profit margin is not considered as we can now completely out, need to be very strict audit to count. Because the profit margin is contained inside the fabric of your costs, including your logistics costs, including your overall operating costs. So far I think the margins will not exceed 15%.
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