Knowing him outside the warehouse of Xingfu North Road, it is difficult to equate him with a "businessman". College-style shirts, loose and comfortable sweaters and straight glasses all look like student dolls. But once you enter the 400-square-meter "dimensional field" filled with fitness equipment, you will see him as calm as a general.
In the small room in the corner of the warehouse, the computer has dozens of small windows open at the same time. He is staring at the screen, only the constant "Ding Dong" system to remind and clack the keyboard.
"The conversion rate in our store is quite high, reaching 9%, four or five points more than the same category. I can show you a screenshot of the data ... "Talking to the supplier on the phone, the speech speed is very fast, and from time to time, there is standard word who judges the store in terms of customer unit price, conversion rate and favorable comments.
Every ten minutes, open the invoice, register and print, save five or six copies, and get up and order the goods on the warehouse shelves. There are 136 kinds of goods of different categories, sizes, colors and models, and he has a warehouse "marauder map" in his mind. Every day, the incoming and outgoing goods will automatically generate a flowing prompt box in his mind, telling him what colors are selling well today and what goods have not been sold for more than a week. This information should be summarized, supplemented or modified in the evening to increase the promotion of a certain category of search keywords.
In fact, as a four-time Taobao shopkeeper, the heavy workload will make ordinary office workers who call themselves "busy dogs" ashamed. Ordering, receiving goods, ordering, putting on shelves, designing artists, copywriting, editing, promotion, and even all customer service that exceeds eight hours ... The order flow from 20,000 to 30,000 to 50,000 to 60,000 a day has become a small whip that keeps beating, making him busy at the age of 26.
Two Breakups of Bad Boys
Strictly speaking, the chance of "getting rich" is related to his two breakups. The first time with girls, the second time with boys.
Education is not a "second generation". His parents' greatest advantage is his sensitivity to numbers. If there is no "lovelorn" experience, the young man may still be the online game youth who spent three years admitted to two ordinary schools.
Even if I became a "millionaire" I didn't dare to think about when I was a child, I didn't get out of the psychological shadow of the college entrance examination three times-this matter is really ashamed to mention to people.
Teacher Bi, majoring in network engineering, still remembers the "bad boy" who once hacked into the school official website. At that time, he "accosted" and discussed with him how to fix the vulnerability of the campus network server. He remembered that he was thoughtful and expressive. As soon as he entered the university, he actively participated in various student club activities and competitions, leading the team to achieve good results. At that time, I studied hacking very hard. Rich college life is more exciting than online games, and the speeches are interesting and willing to share. At one time, there were many "fans" and even girlfriends.
The first breakup crushed him back from the sunny college life every day and returned to the life of killing time by online games. Unlike all college students who like to play online games, Dudu is not interested in fighting and killing in the game, but is addicted to trading and monetary system. In the second semester of my sophomore year, I began to do business slowly in the game, selling gold coins and equipment for summoning animals. He was no longer satisfied with "just having fun", but made a strict trading plan. The professional background makes it particularly convenient for him to learn the platform policy. Every time the system is announced, he can sum up the rules from the hints between the lines. "What kind of equipment will increase in price next month, and what kind of materials will have a good market. It can be roughly inferred. " He knows all about the goods, quantity, types and profits he must buy every day. So you can earn one or two hundred dollars a day.
At the same time, there is no doubt that his grades have dropped rapidly. It is the 50,000 yuan he earned from the game, and there are more than 40 credits to be rebuilt.
What worries you more than make-up exams is the confusion of graduation. When he was madly re-taking the make-up exam in senior three, the second "lover" Wang Laohan found him and invited him to "do a job" together. I didn't realize at that time that this was the beginning of his turning point in life.
Wang Heng was Dudu's best friend and a fitness expert. He naturally has hundreds of thousands of fans in Weibo, and there are dozens of private messages asking fitness questions every day. "This is a big number at 20 13." Many enterprises come to Wang Heng for cooperation. Wang Heng doesn't know the price and process of advertising in Weibo. He wants his degree in operation to run and manage Weibo together and share the profits equally.
Degree readily agreed. Since then, Weibo Wang Heng, who is managed by two people and has professional fitness knowledge, is responsible for answering fans' messages, talking about advertising cooperation and releasing operational topics. An advertisement in Weibo can earn 2,000 yuan to 4,000 yuan, which is a hilarious figure for an internship salary of only 1000 yuan.
But soon, they won't be happy.
In August, 20 13, they received a small advertisement from Weibo to help a Tmall store sell a fat scale (that is, an electronic scale that can measure the proportion of body fat). Wang Heng's advertisement ran for six hours and sold more than 300 sets. The price of 299 electronic scales is 200 yuan per unit. That night, Dudu and Wang Heng's customers earned 60,000 yuan. All the promotion expenses of the merchants are 2400 yuan advertising expenses in Weibo.
That was the last small advertisement they sent.
If the previous cooperation was discovered by others, then after discovering the huge commercial value behind fans, they are no longer willing to just be an "online celebrity".
The next day, the two began to borrow money. I collected 6.5438 million yuan and opened my own fitness equipment Taobao shop without hesitation. Because Weibo fans are accurate, the conversion rate is very high. Having tasted the sweetness brought by "network celebrities", I registered fitness accounts on various social platforms such as Guo Ke, Zhihu and WeChat official accounts to attract fans and traffic for the store. They do customer service every day, update the content, maintain the shop until eleven or twelve o'clock, get up at six or seven in the morning, and are so busy that they only eat one meal a day. After two or three months, they earned100000 yuan, and their sales increased rapidly. "Record the purchase and delivery every day, don't worry about traffic and sales." I have prepared an account book. After there are no more orders every night, counting the income and data of the day makes him feel "particularly enriched".
The cooperation with Wang Heng is very tacit, almost inseparable. I never expected that "breakup" would come so quickly.
Yes, break up. Du has always regarded the operation of this store as a love affair, and devoted his greatest efforts and enthusiasm. Make the store bigger, build your own team, improve the supply chain, and go to major e-commerce platforms to attack the city ... The young goal seems to be close at hand, and he can almost look forward to the peak of his life and the peak of Wang Heng.
But Wang Heng didn't wait until this day. Two people have different plans for the future development. 2065438+In May 2004, Wang Heng received millions of investments and decided to establish a website in partnership with others.
"It's like you opened a restaurant, you don't want to eat good ingredients. Just thinking about how to decorate the hotel will definitely not work. " I feel that the funds in my hand are simply not enough to support the operation of the website. Instead, we should take root in Taobao platform to do all kinds of things, form a team and accumulate long-term reputation. In the end, the opinions of good partners failed to be unified, and the core traffic source of him and the store was inevitably lost.
"He's gone, and I'm devastated." I can't remember a worse day than being lovelorn. My best friend and the most devoted job left him at the same time, feeling that my soul left with the soul of the shop. "Get up in the morning, the pillow is wet."
However, he insisted on taking his "dowry"-he was in charge of the operation of Taobao shop, and he had a certain popularity, and he did not change his name. "Weibo has half my efforts. Let me change my name when you leave? "
"Once again, I don't have a private Taobao shop. Wang Heng Fitness Store has nothing to do with me. Please be careful, don't be deceived and ask for trouble. " On March 28th, 20 15, he made a statement for the third time in a private Weibo. Previously, its Weibo long-term top statement said it had nothing to do with Taobao stores.
Such a broken file means that the store has lost most of its traffic, and the business has dropped rapidly from hundreds of transactions to more than a dozen transactions every day.
Self-study, transform into "IKEA" in fitness circle
Throughout the summer of 20 14, I locked myself and my future in a stuffy room. Look up information, watch videos, go crazy to Taobao University, "hungry like a madman." Without the advantage of an online celebrity, he changed the goods sold for 50 or 60 years in the original promotion to 30 yuan. While looking for better suppliers, while reducing profits, the service attitude has been maintained to the best. At that time, no matter how tricky the customer asked, he would compromise for a five-point praise.
You will also encounter buyers with malicious bad reviews. Someone bought something for tens of dollars, gave a bad review, and then left a message on Want Want: "Buy me a meal for two in 78 yuan, and I will change your evaluation." At that time, the store still maintained a record of zero bad reviews, and gritted its teeth and bought it.
The keen observation in the game played a role again. Every time official website sends a new notice, the degree will be carefully studied, and the activities will be carefully screened and actively registered. Through hard work, operational strategies and marketing skills have gradually penetrated into the store.
A qualitative breakthrough came six months later. At that time 1 1 month, he thought he was fully prepared, but the influx of passengers on the day of the Double Eleven still surprised him. I sold more than 200 thousand that day, and the water in that month suddenly doubled than usual, so I had to call my parents from my hometown in Linyi to help deliver the goods.
My mother came, and she felt distressed when she saw the extent. "What is this business? Why is it black and thin? " The old couple felt sorry for their son, rented a house to help and never went again.
Business gradually stabilized, I found a cheap warehouse, rented 400 square meters, and made the store into four crowns in one breath. The monthly sales volume is maintained at 500,000, and the annual profit is above100W. Except for outsourcing customer service, all other businesses are hands-on. He also tried to recruit people, and the employees he could recruit "never paid attention to themselves", which made him feel insecure. Even if the customer is outsourced to a professional cloud customer service, he will carefully look at the chat record of the day after a busy day. "I feel so relieved." If you feel that the answer is not thorough and detailed enough, you will explain it to the customer yourself. This process will take at least one hour.
What is the experience of earning 300w?
There are hundreds of orders to be processed when I wake up every day. After delivery, it will be at 4 or 5 pm, and the customer service will be on duty after work at night. 12 goes to bed. Every day, every week, every year. Du Du summed up his present life in only three words: "Busy, tired and happy."
Looking for new opportunities in the industry, looking for bottleneck solutions, expanding upstream resources, opening up downstream sales channels, looking for new platforms ... My mind is full of all kinds of to-do items and sense of crisis every day.
The degree and mood after "having money" are completely different from before.
He felt confident and thoughtful. Now, we pay more attention to the profit model of various industries. "Think about where the money comes from, where it goes, what drives the industry forward, and what is the core competitiveness of the people who make this money? If I have to do it, what improvements will I make and what lessons will I learn? "
By contrast, I don't want to buy as many things as before. For him, money has become a concept, a number. "It will be there when it is used, and it will gradually increase there when it is not moving." In 20 15, I took time to get a driver's license and bought myself a Cadillac. He bought a three-bedroom apartment of140m2 at the seaside and left it for his parents. The rest of the cash flow, all invested in a new round of stocking, leaving no deposits.
"This year, I invested 6.5438+0 million in the double eleven purchases." At the end of 10, Dudu only did two things: clearance and stocking. Although he is very tired, his energetic eyes are still bright. He and his father packed the new baby together and arranged it in a reasonable area.
Now, customers who see malicious bad reviews will not be greeted with smiles. After confirming that the other party is importunate, Du will send a "kiss" expression and ignore it.
Although Taobao entrepreneurship provides a platform for more young people to show their talents, Taobao entrepreneurship is not achieved overnight. The above is the Taobao entrepreneurial story shared by Bian Xiao.