the Lead: In such a capital hot hot, the entrepreneur to conceal his excitement impetuous era, who could eventually become the next breakthrough in e-commerce industry? Sina Technology launched a new e-commerce forces a series of interviews will focus on the diversified development of electronic commerce environment, new entrepreneurial opportunities, new business models, and the mentality of the entrepreneurs, to please everyone's attention.
this part Sina Technology @ Tracy (microblogging) private letter open, welcome entrepreneurs to contact us, and given valuable advice and suggestions.
Tenth guests: red children,
MBT Shoes Goti Boots, COO Chen Shuang
wonderful view:
- red children layoffs and abolition of branch?
we are just making adjustments on the logistics structure, the original red child is self logistics is now being adjusted to use either third-party logistics mashup, part of the movement of persons involved in this part of the adjustment will probably reduce the Hundreds of logistics personnel. In addition, a red children 2 years has been the transition from direct mail catalogs to e-commerce strategy, which has been carrying out structural adjustment of the staff. There are currently no plans to close the branch, nine branch services 15 districts.
- electric and commercial enterprises for self-built logistics?
We believe that third-party social logistics trends, logistics, only to achieve certain economies of scale in order to save social resources. We have traveled the road of self logistics, such as city center efficiency may also be good, but to the outskirts of the city, a single amount is limited, as a social logistics services of several companies more efficient. Therefore, we choose to focus more resources and energy more focused e-commerce itself up.
- complete directory to e-business transformation?
in 2009, we are also the main catalog sales, online e-commerce is less than 15 percent last year, 30%, 50% can be achieved this year, and basically complete the transition. The website of the company's business is now for the main directory will play the role of precision marketing. This year we expect to complete 15 to 20 billion yuan in sales, about maternal and child platforms occupy more than half, from nearly 50 percent of the Bean purchase network. Our two platforms, the current average customer unit 300 or so, there are over 400 million of accumulated user.
- the market is vicious competition status?
Internet market demand growth rate, lower than the costs of the market in growth. Means that the user only so much, but added more and more enterprises, consumers benefit, but the vicious trend of enterprises reinforced, of course, the past few months show restraint, if this continues to burn there is no end, consumers train bad, advance overdraft consumer demand.
- founding team is why most left?
founder of, one is left in October 2008, Li Yang,
Nike Air Max Skyline, one is left at the end of last year, Yang Tao. Li Yang left the company for future development, in the case insists on mother and child, or into other areas, there are a lot of strategic discussions, of which the differences with the company's strategic direction. In this process, Xu Peixin has been optimistic about the Internet business, that should not just do the mother and child, should also expand the field of women shopping. He also felt relatively early entrepreneurial team has an advantage early in the development of the company, but developed to a scale, but also on the professional team, processes and management mechanism, are replicable, this is for the companies of the red children the demands are very strong.
The following is an interview with Record:
red children 2 years of basically completed
Sina Tracy: the electricity supplier industry in transition is to hang a while Caiyuan Feng, red children companies are involved, more news in addition to the layoffs, the red children abolition of branch, the fact is that how?
Chen Shuang: we do not follow the trend of this round of site of layoffs, but making adjustments on the logistics structure, the original red children self logistics, we are now adjusted to use either third-party logistics mashup and the proportion of third-party logistics is on the rise. Part of the movement of persons involved in this part of the adjustment, will probably reduce the hundreds of logistics personnel.
In addition to the company in terms of red children, 2 years has been engaged in strategic transformation from a direct mail catalog of e-commerce, which has been engaged in structural adjustment. This is not a lot of the expansion of e-commerce company layoffs. Moreover, we do not have any plans to close the branch, is still nine branch services 15 districts.
Sina Technology: e-commerce company in the high-profile self logistics, why the red children move on from self logistics third party logistics, why?
Chen Shuang: We have previously self-built logistics, and even as a third party to the other companies to provide logistics, this is also our strategy last year, when the reputation of our own logistics services are good. 2009, e-commerce development is fast, but the 2010 electricity are beginning to build the logistics system, we feel this direction is no longer suitable for our development.
Sina Technology: Do you think e-commerce companies are not suitable for self logistics?
Chen Shuang: We believe that third-party social logistics is a big trend, logistics, only to achieve certain economies of scale in order to save social resources. And the management of the logistics enterprises have their own characteristics and cultural requirements. We have traveled the road of self logistics, such as city center efficiency may also be good, but to the outskirts of the city, a single amount is limited, as a social logistics services of several companies more efficient. Therefore, we choose to focus more resources and energy more focused e-commerce itself up.
online e-commerce sales reached 50%
Sina Technology: You mentioned the red children two years of transition,
MBT Imara Sale, basically completed, and measurable criteria? Operations whether disclosed?
Chen Shuang: This year we are expected to complete 15 to 20 billion yuan in sales, about maternal and child platforms occupy more than half, from nearly 50 percent of the Bean purchase network. Our two platforms, the current average customer unit 300 or so, there are over 400 million of accumulated user. 2009, we mainly catalog sales, online e-commerce is less than 15 percent last year, 30%, 50% can be achieved this year, and basically complete the transition. The website of the company's business is now for the main directory will play the role of precision marketing, to the old members.
Sina Technology: This year, a particularly large number of hot money poured into the area of electronic commerce, but the red children in this area has been relatively quiet, the capital in place to consider? Also came in a few years ago the red child company to be listed, now what is the plan?
Chen Shuang: the past few years has been the original investors continue to inject capital, not structural changes. Several investors have reached a consensus on the direction of transition of the red children, that in recent years to transition the main. New financing channels we have been observed, maternal and Bean purchase locate the development of the vertical category in our business, around the female user base, there is no extensive development of pan-department store products, there is no expansion of the particularly large number of category, so there is no cash flow pressure. No timetable for the IPO terms, listed on the need to choose a good point in time, now this time of the capital market in a wait period of Chinese e-commerce, not to toss.
two platforms Sina Technology: Red child company to achieve profitability? How do you see now commercial enterprises with large-scale marketing, lose money selling products of thing?
Chen Shuang: overall we did not reach the breakeven market still need to invest, even if the profit margin is relatively high maternal and child,
Nike Air Griffey Max Mens, but more companies to enter, but also to strengthen market share. Red children the company's products from the profits in terms of losses, each year the gross profit on the rise. Speaking from the company,
MBT Shoes Moja, resulting in the largest corporate loss into the market, is to do with money selling products brand, access to members, if the expansion to stop, profit performance will be improved, but has not got to this point in time, if now without cost to acquire the market, once the pattern is formed, try to steal market cost will be higher.
industry crazy sequelae
Sina Technology: But it seems that winter has come, so we have to lay off the weight-loss?
Chen Shuang: red child development and expansion phase of 2007-2008, began the transition in 2009, during which there have been structural adjustment. Others feel cold now, for us very long to be prepared, do not need to hit the brakes, so it did not feel particularly large contrast. The industry is quick strokes last year, burning ads, regardless of the cost of poaching crazy sequelae.
Sina Technology: The market is still in a vicious competition status?
Chen Shuang: Yesterday and communication within the industry when it comes to this issue, the current rate of growth of the Internet market demand, lower than the market into the cost of growth. Means that the user only so much, but added more and more enterprises, consumers benefit, but the vicious trend of enterprises reinforced, of course, the past few months show restraint, if this continues to burn there is no end, consumers train bad, advance overdraft consumer demand.
Sina Technology: currently on the market there are many department stores class electronic business platform, and Bean share a similar orientation days Skynet, Le Bee, etc. What do you think of this competition?
Chen Shuang: women shopping site, our Plantronics purchase network welcome competition. Our make-up and cuisine in the female user base is getting better trust. We hope that through the direct cooperation of this year a series of brands, such as salsa, such as South Korea Pavilion, for example Japan, excellent product Museum, or Sita Fu, aged between 25-38 years old, light Mature The female user base to bring a better quality of goods and services.
Sina Technology: red children another rumor is that the founding team are leaving, executives often are subject to change.
Chen Shuang: I'll introduce our management team. Chairman and CEO Xu Peixin, one of the founders of the company, these two roles. Addition, the core of the three executives, company COO, responsible for operational aspects of the work, senior vice president Tian Guanyong in charge of procurement marketing, marketing, the CFO Li Wei is in charge of finance, administration. My background is IT and retail Tianguan Yong is very experienced in the retail industry also has considerable experience in the media industry, Li Wei is the returnees before AsiaInfo the CFO.
Sina Technology: You are professional managers, the earliest of the founder of the company in addition to Xu Peixin has left.
Chen Shuang: the first company founder, a leave in October 2008, Li Yang, one is left at the end of last year, Yang Tao. Li Yang left the company for future development, in the case insists on mother and child, or into other areas, there are a lot of strategic discussions, of which the differences with the company's strategic direction. In this process, Xu Peixin has been optimistic about the Internet business, that should not just do the mother and child, should also expand the field of women shopping. He also felt relatively early entrepreneurial team has an advantage early in the development of the company, but developed to a scale, but also on the professional team, processes and management mechanism, are replicable, this is for the companies of the red children the demands are very strong.
Internet platform wars mixed
Sina Technology: Internet companies are fighting for the platform entrance, which is good news or bad news for the vertical positioning of the Red Sea?
Chen Shuang: For us, a mixed picture. Because of our vertical positioning, so you can go to the assigned platform, the platform can help us attract visitors, but also can save the cost of the market promotion. The bad aspect is that they compete for the site,
MBT UK Sale, may result in the industry vicious competition.
Sina Technology: Taobao Mall (microblogging), QQ online shopping, Jingdong, Amazon (microblogging), Dangdang so many platforms, the company will face in the red children how to choose, select What are the criteria?
Chen Shuang: First the ability of the platform to gather the flow of people, the biggest attraction of the platform is the flow value. The second is a platform to create a healthy ecological environment we Taobao Mall has done a lot of communication, there are a lot of concerns, the original Taobao C2C flow mixed, competitive low price to win this case, horizontal completely not comparable, but the Taobao Mall To create a healthier environment, we decided to work together.
Sina Technology: QQ online shopping each category, only the introduction of a perpendicular to the B2C, and are basically investment, such as women's cosmetics day Skynet, you will not feel the pressure?
Chen Shuang: Tencent's open strategy to be a problem. Our cooperation and their pat platform, but later pulled down, because the pat on the platform of the crowd is too young. The Tencent terms of sales and marketing on the other hand, also need to experience, overall and Taobao is weaker than the specific strategy is not very clear, we also need more time to assess.
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