Reborn Entrepreneurial Giant.

Chapter 398 Private Brand Adjustment

At the Jumei Yangcheng headquarters, several people discussed the operation of private brands again. Lu Qi believed that this was the key to the company's long-term profitability, but the priority should be given to self-operated business. Only more than half of the revenue could be guaranteed to be self-operated. Only they can guarantee service levels.

Jumei Juhuasuan’s advantage over Taobao and Tianmao is good service, including website fluency, payment success rate, convenience and security, cash on delivery, seven-day no-reason returns, 30-day replacement, express delivery timeliness, etc. Before and after sales service.

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

In addition, in addition to being self-operated, Juhuasuan also provides all after-sales services through third parties, including express delivery. That is, consumers need to send the products back by themselves and need to find the online store of the express delivery company. The whole process is very troublesome.Unlike Jumei Self-Operation, after passing the review, Jumei Logistics will pick up the goods at your doorstep according to the agreed time.

The service itself of the e-commerce platform cannot be quantified. There is a "peak and end law" in consumer experience: after a user experiences something, all they 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 they are cheap. Some low-cost products can be "refund-only", which improves the user experience and leaves a deep impression on people. They can then ignore the "monkey tricks" encountered during the shopping process. ", various nonsensical lottery activities.

For Jumei, Jumei Logistics is the key to improving user experience. If we continue to push back, we will know that only when the platform takes more initiative can we ensure consumers’ user experience.There are two ways to achieve this, one is to increase the proportion of self-operation, and the other is to improve the service capabilities of Jumei Logistics so that more merchants can use Jumei Logistics services.

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

Fashion design requires creativity. Danlin brand imitates ZARA and imitates global fashion. Although it has lowered its standards, it still needs "creativity" and a "free" working environment.This is in conflict with the efficiency-oriented "gathering beauty and cost-effectiveness".

Under normal circumstances, Lu Qi can make adjustments to the "Danlin" brand, but Chen Danlin is the co-founder of Jumei and Qu Li's "officially announced" girlfriend. Even if he grew up in Silicon Valley, it does not mean that he is interested in domestic He doesn't understand the world at all.

Since the "Dan Lin" matter is difficult to handle, let's leave it to Qu Li. Unexpectedly, Qu Li is also unreliable. He doesn't understand the situation and thinks that Lu Qi really wants to kick "Dan Lin" away. He doesn't think so. "Dan Lin" could succeed in the short term, and she didn't want to get into trouble with Lu Qi, so she naturally agreed.

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. Anyway, it is the level of street stalls. Quality and speed cannot have both. Unless the industry is upgraded and domestic factories undergo informatization and flexibility transformation, but In this way, the cost cannot be reduced, and this contradiction is almost difficult to bridge.

Making mistakes, they discussed the operation of Sun and Moon Fenghua. "Sun and Moon" are the most common and cost-effective products; "Fenghua" and Zhengmao are naturally high-quality and cost-effective products.The most typical representative of this is "Xiangyun". Last year's revenue did not double, but it was close to 60 billion yuan. 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 dropped to about 5 million. The development of physical stores was not smooth. The "small order quick return" model has high operating costs and development seems to have stagnated.

Another brand of Riyue Fenghua, Cotton Era relies on the concept of safety and comfort to engage in maternal and infant, underwear (bra), and thermal clothing business. It has maintained stable growth and surpassed "Danlin".

Lu Qi appreciates the "all-cotton era" even more, because they are all "basic models" and the cost of mass production is lower. Even domestic sales have more than 30% profit, and overseas Shopee sales generally have more than 50% profit. , is a typical high-margin product.

Lu Qi also specifically praised the "koala" food that Chen Danlin is responsible for. The snack food track also has high gross profit. As long as quality management is done well, Jumei Shopee will not have to worry about selling it in the short term. It is a project with great potential.

All other daily necessities and small commodities are cooperating with Li & Fung in Xiangjiang. In the future, we will select high-selling, highly praised and low-profit products and find OEMs to produce them ourselves.In other words, you can find the best-selling products on Taobao and Jumei platforms and make them self-operated or private brands...

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

"Xiangyun" operates independently and has its own CEO. Among the remaining employees of Riyue Fenghua, "Dan Lin" accounts for more than half. This is another reason to be kicked out.

Although Qu Li slept with Chen Danlin, she was somewhat concerned about her reputation. What if others thought too much and thought she was not qualified for Jumei?She has worked so hard.

Continuing to discuss the future direction of Sun Moon Fenghua: "We focus on products that can be mass-produced in large quantities, focus on product consistency, and can establish a supply chain middle platform..."

Riyue Fenghua's foundries are mainly concentrated in the Pearl River Delta and Yangtze River Delta regions, which are densely populated areas with Jumei Logistics outlets. However, even so, it is difficult to achieve all distribution by Jumei Logistics. There are various difficulties involved, and most companies will temporarily However, Qu Li and Lu Qi are ready to face the difficulties and establish a centralized central platform, establish an open platform for Jumei Logistics, and then transform the foundry step by step.

Goudong Logistics opened to the outside world in 2017, and by 2022, external customers will account for more than 6% of its revenue, embarking on a healthy development path.Not long after the establishment of Jumei Logistics, Qu Li would rather sacrifice the user experience of Juhuasuan's self-operated products, but also want to establish Jumei's high-end brand image and open Jumei Logistics to the outside world. In the process, many small problems occurred due to insufficient management and control capabilities. , which made many consumers dissatisfied, because the e-commerce business developed too fast and the matter was covered up.

Qu Liluqi reorganized Jumei Logistics and must face the problems head-on. The information center of Jumei Logistics was established and employees were classified. In addition to regular employees, there were also dispatched workers and temporary workers.Enterprises must have a focus to develop. Although Jumei Logistics is important, most logistics and express delivery employees are not. This is determined by market rules.

Qu Li's conscience is not as good as that of Dadongzi. No matter how blackheaded Dongzi is, he shines brightly against his peers by virtue of the fact that all employees pay "five insurances and one housing fund".Including SF Express, before it went public, at least half of its employees did not have five insurances and one fund.

Discussing these is not their focus. Qu Li focused on the upcoming China-Europe freight train. According to preliminary calculations, the shipping time from China to the EU is US$3000 per TEU per month. The China-Europe freight train takes about 18 days. After subsidies from the local court, the freight is about 1 A TEU of US$[-] is more expensive, but more timely. Jumei Logistics is still in need, especially for Honor. Whether it is 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 OEMs in the EU to produce milk locally and ship it to domestic sales..."