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The Mental Course Of Starting A Business Again -- Wang Zhi Quan And His Grand Park

2013/1/17 10:29:00 56

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 from the century electric network to the Coba network, Wang Zhiquan has been fighting fast for six years in a channel like chicken blood B2C. Six years later, when the channel B2C was unable to extricate itself in the increasingly fierce price war, Wang Zhiquan suddenly realized that this was not always holding his neck and slapping his face. 
In 2012, six years later, Wang Zhiquan finally decided to sneak out of the circle that was kidnapped by the price to breathe for P. After running a great circle in Japan and the United States, he felt that he decided to come back again. This time, he wants to slow down, and throw away 7788 of the impetuous ideas of capital and market, pondering and thinking about products, and making a brand with his heart and soul. 
 "look at the length of this towel Terry. This is made of Egyptian long staple cotton. Generally, Xinjiang a href=" http://sjfzxm.com/news/index_f.asp "> long staple cotton < /a > can not do this long, toughness is less, and hand feel can not be so soft. This towel is made according to top quality products. Apart from Tai Po, there are no second domestic companies doing so. Wang Zhi went all the way to Da Pu's sample room and said it like a thousand words. Compared with the last time he met, he reflected the seriousness of the industry. 
 from Beijing Chang'an Avenue to east to Chaoyang District, because it has gathered most of the well-known vertical B2C in China, it is known as the Beijing electricity supplier base camp. There are the most noisy hustle and bustle in the industry. All kinds of gossip and rumors about financing, mergers and acquisitions and listing become the best conversation here. Along the way from Chang'an Avenue to west, to Shijingshan District, the six floor of Grand View International, No. 31 Shijingshan Road, calmed down. A door is a solid wood screen with Chinese style. It is different from that of ordinary electric business companies. It is only the two words of Chinese calligraphy. 
 "re start business is not a whim" /strong 
 "driving a BMW car with a leaded ceramic bowl, eating poisonous vegetables and formaldehyde is too common. I want to make a four piece towel with a comfortable towel and a bed for myself to sleep in." 
 talking about the intention of starting a business again, Wang Zhiquan said very plainly. 
 the theory of popular demotion in the earlier period is more acceptable to Wang Zhiquan. In his view, whether the Internet or e-commerce, industry peers should not fight again, and should bend down to make products. 
It is not so difficult to make a good product, but it is difficult to really make a good product, and not to make money by playing the banner of a good product. Making money is just a result, not the only goal. P 
P may have something to do with the origin of liberal arts. Wang Zhiquan has always been self introspection, and there is no lack of introspection on the whole industry. He always can't help thinking about some metaphysical problems. He may not be profitable, but he feels comfortable. 
 seeing that Wang Zhiquan has made hundreds of millions of dollars from the small business in 2006, and now billions of dollars, he has been soberly aware that this is just the market welfare, and the products can be sold as long as they are built. It can be said that the first wave is to make channels, and the biggest commercial value is to solve the problem of consumption convenience. Jingdong, Dangdang, including the Coba that he has done, now is the next time that we should make good brand and good products. Plus, having done four years of experience in brand building before he did coco, Wang Zhiquan's idea of remaking the brand has always been deep in mind. 
 in fact, as early as December 2011, Wang Zhiquan's idea of homespun was almost the same. Before coming out of the bank, Wang Zhiquan noticed that in the "a href=" http://sjfzxm.com/news/index_f.asp "home textiles" /a category, which was dominated by household appliances, it belonged to small categories, but sales grew rapidly. The profits of the major home textile brands were also good. Compared with household appliances, 3C and home textiles, it was still a less competitive industry. {page_break} 
At that time, Wang Zhiquan gradually wanted to make it clear that when the platform was bigger, we should think about how to make the special features. There was no need for P to become the second Jingdong and become the second Jingdong. So Coba began to look for the concept of "home", modeled on IKEA's practice, and did a lot of research on its products, and decided to extend the products from household appliances to home furnishing and home textiles. However, Gome hopes that it will continue to occupy more market share. 
 to do retail business, we need to know more about consumers. How can we better understand consumers? That is, meeting consumer needs, that is, customization, which is truly satisfying consumer demand. 
 Wang Zhiquan also hoped that when he was bigger, he could try to do some reverse customization, similar to the C2B that Taobao wants to do now. But the customization is small, and the demand for the back-end technology is too high, or the price can not be reduced, and the scale of C2B will take time, and the whole business environment will respect the service. 
After P tried to avoid all kinds of attempts, Wang Zhiquan finally chose to come out of Coba and try to make a home textile brand without any effort. 
Less than P, Tai Po first positioned in the small home textile industry is also considering the price battlefield that can be far away from the smoke, and has more time to pay attention to and study consumer demand and services. However, happier than ordinary entrepreneurs, when they sold the company to Gome, Wang Zhiquan still had a sum of money in his hands. In the early days of Tai Po, ten million of its funds could last until at least next year. 
 since you want to be a home textile brand, how should you do it? Until the emergence of Shi Hongyong, partner, Wang Zhiquan's Thoughts on how to do it are really clear. Looking back now, it was inevitable to know Shi Hongyong at that time. 
 Shi Hongyong has been working in the home textile industry for eighteen years. He was the general manager of China's home textile brand Hollander, which is mainly responsible for the purchase of the brand in China. In his term, Hollander's scale in China increased from 8 million US dollars to US $100 million. 
 precisely because of the familiarity with China's home textile industry, Shi Hongyong also wants to jump out of the procurement industry to make a home textile brand himself, and see that the domestic electricity supplier channels are gradually rising. They want to find a partner who knows the electricity supplier to work together. Obviously, Wang Zhi, who has been in the electricity supplier industry for many years, is the best candidate. 
 at first, the two people who were in Beijing and Shanghai were not familiar with each other. They finally came together because they knew a common investor. The investor knew the different ideas of Wang and Shi two people. He thought that when two people met, they would surely hit the nail on the head, so they introduced two people. In the end, everyone has the same idea, and each has his own strong points. 
 April 2012, Tai Po formally entered the online countdown preparation. 
 Wang Zhiquan did not advertise in the whole network as much as other B2C, but before the news of the second venture was only known to friends who were familiar with the circle. More people thought Wang Zhiquan would continue to idle for some time before he wanted to know what to do. 
 until the big Pu line, Wang Zhiquan's Exodus before the Cobb was forced by the pressure of Gome. {page_break} 
 "I don't know why no one has done this". /p >
 "I don't know why no one has ever done so". This sentence was heard several times from Wang Zhiquan and Shi Hongyong respectively. Before the establishment of Tai Po, the two people felt unbelievably that there was not a home textile brand that made safety standards in China. Perhaps this is also a place for joy. Facing a blank market that badly needs products and good brands, Da Po may find the right direction and find the right time. 
 after deciding to make home textiles, Wang Zhiquan visited the domestic textile brands one by one, including Xue Weicheng of the home textile company. Chatting down, Wang Zhiquan is excited about the prospect of home textile market, because in China's home textile market 400 billion of the plate, foreign trade and domestic trade are equally divided, but good products are basically exported to foreign countries, and more than 90% of the domestic circulation is Nantong goods, even if the home textile brand boss Luo Lai only achieves 3 billion of the market share, and in the long term positive market has become somewhat unenterprising. 
 in the channel structure of Luo Lai, Fu Anna and Meng Jie, the second tier cities still occupy 70% to 80%. The high cost of channel also makes these offline brands feel headache when they expand to the larger market. Nowadays, finding the relatively low-cost channel on line, these high profit brands have also become irrational, and low price has become the main marketing means and competitive strategy. 
 this is also approved by partner Shi Hongyong. In the home textile industry for so many years, Shi Hongyong found that in China, home textiles and foreign trade have always been two distinct ideas. In fact, there are differences between the domestic and the European and American markets. The former emphasizes color, even if formaldehyde exceeds the standard, adding bleach, the latter emphasizes quality, design and material should be placed in safety standards. 
 in Shi Hongyong's view, even IKEA, which emphasizes parity and fashion, will consciously choose white fabrics that do not add fluorescent whitening agents on home textile products. European and American home textiles do not have specific regulations on product safety standards, but the industry does not comply with the same standard of "business ethics". 
 formaldehyde has a slow release process, and it will not decrease during washing. Through many communication with suppliers in the production process and factory post processing, the formaldehyde content of the products on Tai Po has been detected by the existing instruments, similar to that of similar products in Japan. 
 in terms of product standards, many products of Da Po are implementing infant standards. At present, only one company chooses to do so. 
 to achieve product safety standards, the suppliers of Tai Po are OEM foreign trade factories. Because these foreign trade factories themselves have a set of quality standard system, and the process flow and the stitching work are all better. Without requiring too much communication on product standards and quality, they can reach the requirements of big park. 
Besides, P is also facing a better opportunity. The OEM factory in China is very rich in form. Now the export volume in Europe and the United States is relatively weak, the order volume is decreasing, the order cycle is lengthened, and many foreign trade factories have the desire to cooperate with big park to do similar experiments. Even some foreign trade factories are turning to the second way in China, and they like to cooperate with the electricity supplier. 
 for foreign trade plants, it is not difficult to cooperate with Tai Po from cost and operation process. Shi Hongyong, based on the accumulated relationship in the industry, allows suppliers to dispel doubts first in advance. 
 on the order, Tai Po first works with the factory, starts with the minimum quantity, delivers in batches and replenishment according to the sales situation. When the online volume is up to a stable value, which products will respond better and operate more easily with factories. At present, the suppliers of Tai Po mainly focus on the a target= "_blank" href= "//www.sjfzxm.com/" > textile "/a" industry, which is the most developed Shanghai periphery. 
 relative to < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > fabric, home textile fabrics can not change much. In addition, on the fabric, weaving determines 80% of the product quality. Domestic textile fabrics are mainly concentrated in 200TC, even if the brand is different, in fact, the quality of products is almost the same. The final choice is to make only cotton products and make products that are higher than 200TC. 
 at present, the domestic textile brands are mainly competing in the flower pattern. The sales volume of one year is 90%, which is contributed by four sets. Tai Po does not completely reject flower types, but it must adhere to the standards first. The flower pattern will make some fine adjustments according to the market reaction, but the overall design style still needs to conform to the market positioning of big park. 
 Da Pu hopes to find a differentiated market from fabric and design. 
 the biggest symbol of buying home textiles in foreign countries is TC, that is, the number of yarns and the number of weft. The higher the TC value is, the more comfortable the fabric is. The foreign consumers will see this if they buy four pieces of bed. 
 and domestic products are not marked at all. There is no provision in the national standard. Now, Da Pu is going to do this standard at home. It needs to do 600TC, 400TC and 300TC. Now it is generally about 200TC in the country. This is tantamount to asking for trouble. 
 in the Nantong market where the circulation share occupies 90% of the domestic textile fabrics, even if the 30 largest home textile companies are found, Wang Zhiquan finds that there are very few pieces of cloth similar to that of Tai Po. 
 before the big park, the domestic textile industry not only had good products to do, but also good products outside. 
 some foreign home textile brands have been trying to enter China. On the whole, some overseas brands selling at tens of thousands of prices can still be sold, but they have been confined to the high-end niche market. Some overseas brands which are priced at 1000~2000 yuan are not very different from the products of Luo Lai and fuanna, and do not understand the domestic market. They have little advantage, and the environmentally friendly MUJI products are too pure and have limited market acceptance. Nowadays, some foreign brands choose to cooperate with Luo Lai, but the design of flower pattern is almost the same as that in China. It is also produced by the factory. So pure foreign brands are rarely seen in the domestic market. 
 Roley has tried to launch more than ten brands according to different market segments, so as to achieve full market coverage. However, at present, the sale of over 100 million is still the main brand of Roley, and other sub brands are trapped in the same type of competitive competition, and brand differentiation is not obvious. 
 according to Shi Hongyong analysis, if Luo Lai intends to do so like big Pu, it is not impossible, but after all, it is a listed company, constrained by capital pressure, plus the current general profit of home textiles is good, and the market space is still very large, so it will be underpowered. {page_break} 
 "home textiles is just started" /p >
 now that the choice of Tai Po is cut from a small home textile that emphasizes safety standards, then where is the corresponding target minority consumer group? 
 the answer given by Wang Zhiquan is that Tai Po only focuses on the 30~35 year old women's market, and products are locked in household products. 
 according to his observation, the female market accounts for only 7% of the total consumption market, of which 70% of the women are married and 40% of the women are mothers. The biggest feature of this consumer group is that they no longer pay attention to the outside, but are more concerned about the standards. This is a big turn in consumer choice, and once a certain standard is accepted by them, they will pursue the same standard of products. 
"P". Therefore, Da Pu will always adhere to the standards of safety and comfort on the products. First, we should educate and cultivate this consumption habit through the home textile products, and then follow the same standards to make the category extension. Next, underwear, household clothes, ceramics, Kitchenware and other products will continue to be put on the big Pu line, so Tai Po will not be a home textile brand, but a lifestyle brand. 
 every new category, from design to final product, until it reaches the safety standard set by big park, the cycle usually takes five to six months. This is not the way to play the Internet at all. Big park will put this standard into practice, just to think about how to do well in the category and how to balance the force. 
 now consumers are looking at the price whether they are online or offline, because the logo is the most obvious, but what is behind the price is cheap, consumers do not know, and the national industry standards do not have specific requirements. Although most consumers do not care much about product standards, China's consumption patterns will inevitably go through the stage of American consumers and turn from price orientation to standard orientation. 
"P" is precisely convinced of this point. In the past few years, Tai Po has been doing ahead of the industry for several years, and it is also a future market that knows more about products, because the real consumption demand is not satisfied. 
Since the brand of P is located in a very small market, it is difficult to catch the target consumer group by mass advertising, so the best dissemination is product and word of mouth. Wang Zhiquan was not in a hurry, but also prepared for a long process of cultivation and infiltration. 
 Wang Zhiquan hopes to be able to keep the product in accordance with safety standards and make it a little bit worn out. Of course, this will lead to a relatively long period of product development, and even in the process of trying, there will be some trade-offs between design and market. For example, it is clear that some products have a large demand for the market, and they are also needed by the target consumer groups of big park, but in the end they choose to give up. 
 because according to Wang Zhiquan observation, the material of long staple cotton determines that it is impossible to dry quickly. At present, the fast drying towel on the market is not cotton fabric, but is made by chemical fiber material (including viscose as main stem outsourced bamboo pulp bamboo fiber) to achieve quick drying. Because the requirements for towels of big park are class a standard and excellent products. After repeated attempts, it is found that fast drying towels do not reach this self setting standard, so they give up. 
 to do subtraction on Tai Po is a real process for Wang Zhiquan. The platform is really different. It can be seen from Coba and Tai Po. Coba is a channel, so we have to grab resources at all times and emphasize executive power. Now, Tai Po is a brand. It only needs to think and polish products, and the heart will sink. Sometimes, it needs to shake a God and take some creative ideas. 
Less than P, the products will be sold on the Internet, such as Coba, Gome online mall, Jingdong and Tmall. This is the advantage of making a brand. 
< with other B2C on the on-line news release, it usually takes investment as publicity gimmick. Wang Zhiquan hopes that the big Pu line will be low-key, relying on ten million of its own initial funds, and is trying to show its great sincerity to start business again. 
 Wang Zhiquan also said frankly that it does not mean that Tai Po has been excluded from financing, but at the moment, he does not want to put his energies on it. He should start with the idea of products and ideas before, and even if he intends to talk with capital one day, he will stick to his own ideas and stick to his own standards. 
 of course, there are more resources in Coba, which may be relatively easy to do. Tai Po really has too many things to start from scratch. He needs a little bit of a start and is not afraid of being laughed at by jokes. All these kings have thought about it, but he still feels that if he starts again, do something crisp. 
 now recall the six years of the first venture to do Coba, Wang Zhiquan still has some feelings: that six years, too tired and too bitter, but once it is over, it will find that actually enjoying the process. The second time, it seems that everything is not that hard.