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Lead: In a capital are red hot, entrepreneurs conceal his excitement impetuous age, who can eventually become the next breakthrough in e-commerce industry who? Sina Technology launched the
this column SAN @ Tracy (microblogging) private letter is open to entrepreneurs to contact us, and welcome to give valuable comments and suggestions.
sixth guests: Street Network founder Guo Chi (microblogging)
wonderful ideas:
- the competitiveness of the big brands face is what? The first is a national e-business warehouse system to control the maximum amount of movement of goods products. The second has the best efficiency of commodity circulation, promotions last year than the entire West network is 1.6, capital turnover rate is very fast, this is where our expertise. Supply chain in the country while West has done a lot of e-commerce infrastructure systems and help, to exchange products and rights, which form a back-end of the barrier.
- Last year we achieved a profit, because very little capital invested. We registered in 2009, when 100 million in July last year an additional 300 million yuan. Such a balanced e-commerce company, then if we can not have been paid with a long. Last year we made 80 million yuan of sales volume, this year we plan to do 3 billion, this month should be able to complete the sales volume of around 25 million.
- Chihiro network can only say that it is a pity that there are two reasons, first is Chihiro network design model, the Korean investors who care about the so-called light-duty e-commerce, do not want in the country the establishment of the whole supply chain and warehousing system. West today to get the money and the money was spent almost Spirited Away, most of the money we put on the back end, but Chihiro most of the money in the front.
- There is a saying on the market, there may be failure of the business, not personal failures. Individuals who do not give up, might have a chance. SOIT the most important reason is that the time window is not quite right. We start the batch of many people, around half of that time did I feel good. But today these companies in addition to two books to do business in, the rest of the enterprises that are not. Not to say no, that time is actually not a particularly right time
following for the interview:
sports e-commerce there is the opportunity
SAN Cui West: everyone on the network is not yet ripe Street, West give us about network users about the situation?
Guo Chi: first introduce me, and I do e-commerce, mainly in 3C, 05 years ago 3C is the largest e-commerce investors a high level. This is my first venture company, in 2005 we began to encounter a lot of competition, Baidu and Taobao, to small and medium enterprises, especially IT companies, provides a low threshold to enter the platform, so, when the competition was not a lot of improvement, the entire user habits, payment, credit, logistics, including venture capital for this industry recognition at all. So we at that time, I did not really think the establishment of the e-commerce company. At the time, very large. The end of 2005 I withdrew from the company, I'm the second time during the start, then to Chihiro network. In June 2009, I left Chihiro network, I was the first Spirited Away Network CEO, left the network after Chihiro, I thought, be sure to start your own business, rather than speaking and foreign investment, or do professional manager, I may not be suitable, then I also get some fresh air, go to Guilin Yangshuo, Yangshuo beautiful, spent some time each day riding a bike, lakes and mountains. I probably have an idea, do a movement of e-commerce. Yangshuo West Street is a line around the town's most important street called West Street, I think this is a nice name, put the name to buy it.
Why do sports? I think I was doing this thing the second time I was very cautious start, I have done a lot of understanding and investigation, much of this industry, I am going to do in 2004 when annual growth rate of 32%. Second, I think movement inside the industry, and there is not a strong company, that is, if you choose clothing or 3C, you have found some companies already have, and they have very strong, hard, In this industry there are many opportunities, the most important point, I did nearly 10 years of e-commerce, and I feel a little different that can make e-commerce. We think West network, the direction we want to achieve a vertical motion-based professional needs one-stop shopping site.
Sina technology: done before 3C, did women, now exercise, which the three higher gross profit margin to do so?
Guo Chi: 3C may be the lowest, we see that if the women and sport as a brand, the gross margin is close.
Sina technology: how much?
Guo Chi: Internet sales, gross margin 20%.
Sina technology: the previous reports that women in the industry where profit margins are relatively high Men's Belstaff T-Shirt, you did Chihiro network, why then did not continue to do clothing site.
Guo Chi: you do not speak and e-commerce, today there are several models of e-commerce development, the first to Taobao and Jingdong as the representative of a large platform model, the second model is based on a dream Barshay represented include wheat bags, in fact, brand, and women's, men's okay, Masamasuo sell men's, profit is not low. Because the brand is his own, his heart is in its R & D, production, design, capacity in this area. The ability of branding, so that relatively high.
does not increase the final cost of a brand, in the control of production processes, raw materials are very complex part of the cost will be high. Therefore, it is not stability, but indeed very high gross margins. You might say today how much money? A net profit of it? This is a problem. Or I sure did not.
we do is a vertical well-known brands, we are not selling so-called own brand, I sell Nike, Adidas and so well-known brand, I do not need the production design responsible, not responsible for the quality of the brand, this is not my doing. So I as a channel, like Haier and the United States the same, hard to say who's more expensive.
Sina technology: you will be placing orders with you?
Guo Chi: Of course. I have seven e-commerce in the country positions. I consider the control items that we need to establish a core value.
Sina technology: a piece as Jingdong, this great brand, they will have vertical movement classes, including music, like a good buy, as Lok is specializing in selling shoes, the shoes are also well-known brand, which is not on our impact will be great?
Guo Chi: You just talked about this issue is a big platform on the impact of vertical platform, in fact, faced with competition, how to correspond. What is your competitive edge, the size of the network from the West today, whether it is vertical type these companies, we can not do so much for the influence and interference, because the Internet is not much difference.
your core values? This is a very critical issue, what is your core values, based on today's West sporting goods supply chain co-operation, then, the country's e-commerce based on storage of goods control, or better than the big brands, We spent a lot of expense, continue to do it. Or the West in the last year, many big brands, the West is their main supplier of sports brand, today we are virtually no relationship between the wholesale and supply, the West has started from the back, starting from the line of goods and warehousing to the front end, user experience and the entire site to go, so we are more users.
for us, between us and the big brands, our competitiveness is what? Is two points, first, I need to create a special area in the above, the national e-business warehouse system to control the large number of sports goods, goods that can support e-commerce products. Then, have the best efficiency of the circulation of goods last year, our entire sales ratio is 1.6, the turnover rate is very fast, this is our profession where we get the discount is good, we get the condition reach of the big brands, we have to pay a lot of things, we light the supply chain in the country do a lot of e-commerce-based systems and help, to exchange our products and rights. This is the so-called back-end to form a barrier, not the back end of the barriers to the formation of short-term, the completion of investment and financing, financing, the money is on the main supply chain, warehousing, this will be the formation of barriers to competition, efficiency of operation of my money What kind of, difficult to do these big brands.
brand is the vertical direction
Sina technology: Street Network in April to get 80 million yuan, now e-commerce is not just an asset-light, have to have electronic warehouse we will not feel a little catch up on money?
Guo Chi: companies have different development process, just from the movement, our shoes last year, the proportion of sales accounted for 18%, good music to buy more than 90%, which is totally different. The whole movement is based on demand, today you look at our web site or a sales campaign website, and now we have in manpower, the whole lot of planning work started on the technical level to do, make a professional sports site.
Sina technology: Decathlon also has online shopping mall, of course, online store or stores are doing a continuation, they set out to do, he's channels, supply, various sports equipment configuration, will West Street, resulting in what kind of impact?
Guo Chi: Do you know Decathlon words carefully, its history, of course, we hope to make online Decathlon. But just say we like the state, in such a way, such a form, not that we really made Decathlon.
like Decathlon and the West to demand-driven movement, there are many well-known brands composition structure, after establishing their own sub-brand, private label sales must now more than 95%. Actually what kind of person to what kind of people use? Bias in the low-end point, high incomes, but it is very cheap things, it is very professional, very cheap, the high cost. Network for West, our position today, we are well-known brand of fusion, the formation of such a technology system, which is not the same, the long run, a good way, its profit is controllable, demand for the center to the location, this is the future we want to pursue. But today offers far more than what they are rich.
Sina technology: If we do so now, the future is not also want to own the brand?
Guo Chi: Of course. Ran perpendicular to the brand or the brand diversification do.
Sina technology: we do how much revenue a year and a half, can not achieve break-even?
Guo Chi: Last year, we are profitable, because our entire investment in small, non-profit company would have died.
Sina technology: a small investment is that the market, ad spending very little?
Guo Chi: funds invested very little in 2009 when we registered 100 million yuan, in July last year, an additional 300 million yuan. Such a balanced e-commerce company, then if we can not have been paid with a long, can not exist. Last year we did 80 million in sales volume this year, we plan to do 3 billion, this month should be able to complete the sales volume of around 25 million.
Sina technology: how to do?
Guo Chi: This market is a rapid development and growth of the market, people will look out into the market much, what brand, how much can lead to investment. In fact, in which we find what is our core products. Supply to the market demand is far more intense than, that when there is good enough, adequate supply of goods, when, in fact, your sales are very fast natural growth. Of course, you always have some users in it. Our goods are actually very fast growth rate, we as the storage building, for example, we can supply the quantity of goods to consumers, including the number of the SPU, and the entire amount is quite large.
Sina technology: SKU, the number of users and the customer unit is how much?
Guo Chi: We have 8000 SKU. More than 100 million registered users, registered users, we basically do not look for us in terms of number of registered users do not have much meaning. The average price reached more than 300 passengers.
Sina technology: Let employees about how much?
Guo Chi: 100.
Sina technology: it is still relatively small team.
Guo Chi: Yes, very small.
Chihiro network missed the best time
Sina technology: how to evaluate how you come back to Chihiro network? Chihiro network was focused only on women, to do earlier, like to share network, only the goods will, in Jingdong Chihiro's network now do not feel particularly good.
Guo Chi: I choose to Chihiro network is also under a lot of determination. I think the timing is very good, very good choice of site, the fashion department, mainly to women, to enter this market in 2008, and has a huge investment, then investment is still very large.
Sina technology: the time is great.
Guo Chi: I can only say that it is a pity that there are two major reasons, first is Chihiro network design model, the Korean investors who care about the so-called light-duty e-commerce, not ready established in the country throughout the supply chain and warehousing system. The same money, and the West today to get the money the money was spent almost Spirited Away, most of the money we put on the back end, but Chihiro most of the money in the end.
Sina technology: front-end mean?
Guo Chi: marketing. Chihiro soon have a certain reputation, but Chihiro competitiveness of goods and services experience is poor. If you do not continuously improve, then there is no way this site will lead to the winding up again. I was later established in the country, this may be my investors with a relatively large differences.
Second, we look at the big foreign companies, international enterprises to do Internet-related industries in China's investment is largely unsuccessful, because the industry changes too fast, not particularly sophisticated process. Changes in the industry is very flexible and rapid response. But the international big business, their mechanism does not allow you to quickly react, they have their process of formation of so many years, it is clear the process. Therefore, these two have led Chihiro to sell low-cost Jingdong.
Sina technology: how about that low price?
Guo Chi: I do not know specifically, because I had already left. Two aspects that I was actually quite big differences and investors, I used to be a business, used to decide for themselves, and they do not integrate, then it is difficult to change the left. After I left, that companies follow their ideas in moving forward.
Sina technology: Do you think now Chihiro network brand in Jingdong force, but also optimistic about its development?
Guo Chi: promising not to mention, Jingdong Today, we look good. In fact Jingdong in this industry will establish its historical position of the company, the words were a little big. Why is There are some people in China need to invest, put a foundation set up to establish standards, the first wave of action Taobao do, to do this in the second wave. Regardless of the company into a successful, but what he has done enormous impact on the industry, if it succeeds is a great company. In such a system following Jingdong, Jingdong will develop very well over the positioning of Jingdong masculine side, or partial rational. Chihiro is saying into the female user, the fashion, the emotional value of commodities, such factors into them. So, is it a supplement, which is Jingdong a supplement to the entire system. If used properly, of course, there are contradictions between them is the place, after all, is the brand integration.
do have the opportunity to insist on e-commerce
Sina technology: for example, Jingdong Liu Qiang East (microblogging) feel that e-commerce winter comes, how do you look at this view?
Guo Chi: I very much agree. Over the past several represented, first, the market is still expanding today, the entire network in the retail market over the past five years, the annual growth rate in 100%, less than 100% this year, but also the speed is very high We believe the next five years the average growth rate is still high. Although it becomes slightly from a growth slowdown, but still very high growth rate. That there may be several trillion market.
Sina technology: What he means may be the winter capital, financing of the winter.
Guo Chi: The entire market is not required to provide a number of companies? As long as you are not on the market will have a chance? Therefore, this market is not blowing out, there really is, it has a few trillion of market value of at least hundreds of billions, even trillions of value in it, will accommodate a lot of company. Second, in the past we are talking about the bubble, the bubble concept in 2000, when most often the company's heavy capital investment and the inaction, bubble did not play out, soon no. We look after 2007 the rapid development of Chinese e-commerce, capital markets, investment has been high after the company involved, the number of what we have done particularly bad? Are not out of a move. Why? Because we are effective? No.
Sina technology: the e-commerce opportunities.
Guo Chi: This trend is right outside help. Of course, now we are choosing a business vision of a stronger than the original. Therefore, we are a healthy development.
Third, the industry can not be a two-take-all, the whole open-minded in this market is very high. Among the many vertical areas, the brand field, a large platform I think it may not intervene now, Taobao, Jingdong, including where customers come back here, do come in Dangdang, Amazon, etc., on which several. But the vertical field, specialized segments, including as wheat bags, Marceau Marceau this brand will be a lot of business there, there are many companies in China will really fairly large scale, will be over one hundred or even several hundred home. Therefore, this area inside the winter, now is not a special mention this right. But he mentioned, from another point of view in terms of is justified. Because in the past two years inside the company in this industry have spent a lot of money, we will say that the Amazon hold for nine years, spent huge money, in fact, we see Amazon doing? Amazon's money where?
Sina technology: hardware and technology.
Guo Chi: it's infrastructure, its entire supply chain changes, it changes the entire technical system, its storage changes. These financing where we spend? Gave the media. Street stop sign, body, building, subway, the Internet, across e-commerce company's advertising, what you do behind? When the media conversion rate even when the accumulation of so many companies still silly to spend money into these companies is to go wrong. Therefore, there will be some business problems, the industry will be problems, there will be some business problems. As the winter is not to invest canada goose coats, and I think two points will still be supported, there is a certain amount of e-commerce businesses, which in the process of development, for example, like scouring music, good music to buy Supra Dixon, and so these companies, In fact the industry has established a certain position, a certain infrastructure in moving forward, some companies will be eliminated, there may be size, or smaller again. Newly created companies, small investment to get very small.
the other companies, the traditional retail sector, the traditional business into e-commerce brand will be supported, the introduction of many back-end is available, new tools are needed to form new strategies, new team to support this.
Sina technology: is not to say that the next competition will be more intense, because now more and more traditional enterprises to understand e-commerce, and to come in?
Guo Chi: In a small town as we opened two restaurants, two hotels we have to eat on, eat more people, we are doing quite good. This year is about one trillion market, the future may be five trillion, ten trillion market. This market gets bigger, not one or two-take-all, and we are the professional segment of the increasingly high demands. I think that the e-commerce in services for consumers, not only from goods, services from detailed above do much worse, there are a lot of work can be painstaking, and then do better. That there is still a lot of opportunities. Competition will become increasingly strong, competitive enterprises do not sooner or later be crushed, no matter how kind of you today. But it will still accommodate a large number of companies in the inside.
Sina technology: One last question, you do for a decade in the field of e-commerce, there are many opportunities to do search and easy to get started is 3C, including clothing, there is no regret, and some did not do it?
Guo Chi: adhere to have a chance. There is a saying in fact the market may have failed companies will not have failed the people. If you do not give this person, might have a chance. SOIT the most important reason is that the time window is not quite right. We start the batch of many people, around half of that time did I feel good. But today these companies in addition to two books to do business in, the rest of the enterprises that are not. Not to say that I am not, that time is actually not a not a particularly special right time, although we have been known at that time. Chihiro pity, Spirited Away is not able to transfer my will to a company, it is a pity. I am determined to do the West, and this process which I turned down some opportunities, but also rejected the idea of some angel investors, is that I think if I can not control the development of enterprises, or I can not control the development of enterprises, it In good time, not necessarily for the situation into success.
Unfortunately, there is definitely, but I think these are normal, is to insist that we start in 2000, when many people still adhere to today, I have to do is search and easy to get done today the West. Such as Guo Feng (microblogging) had to do Sha La La, this year do is Kelan diamond network. Liu Lei in the past to do is 18,900, and today a long letter-hing to do is up to. Many people today still insist in this business, but many people give up, today it seems these people may be more opportunity, because we encountered those problems, the pit may no longer fall down.
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