Reborn Entrepreneurial Giant.

Chapter 390 Jumei’s 2010 fiscal year review

In 2010, Jumei excluded the transactions of self-operated goods and sellers who did not participate in the activities from the transaction volume of promotional activities, using more cruel figures to see the gap between the two platforms, rather than using the transaction volume of the entire platform, to avoid recruiting people. joke.

Therefore, after the data was made public, many people expressed surprise that there seemed to be a big gap with June 6. In fact, the current data is more realistic.Jumei has not invested much energy in promotion. After all, the most important thing at the moment is to enhance the core competitiveness of the company.

Taobao is a C2C platform, and the important thing is traffic, so that more consumers know about Taobao and go to Taobao to consume; Jumei is a B2C platform, which requires its own procurement, transportation, sales, and distribution. In addition to production, almost the entire product Jumei is involved in the retail process.

This involves a lot of things. The most basic one is the construction of retail infrastructure, mainly to improve the efficiency of warehousing, logistics and transportation, build Jumei central warehouse, and establish a retail technology solution company to provide data processing and automatic distribution for Jumei Logistics. Various software and hardware black technology equipment such as picking equipment.

The reason why we are doing this now is because Jumei cloud computing is relatively mature and can be put into actual operations. Information about Jumei logistics across the country is aggregated to the cloud in real time. On this basis, front-end warehouses can be built in the future to achieve nationwide Two-day delivery, same-day delivery in first-tier cities.

Qu Li can think of these things, but he doesn't know how to do them. A talented person like Lu Qi, who has a technical background and understands management and structure, is suitable to promote these things. In addition, Qu Li suppresses all ghosts and monsters and focuses on practicing basic skills. It is eager to compete with Taobao for the market, so it widened the gap with Taobao during this year's Double Eleven Shopping Festival.

Qu Li flew to Yangcheng temporarily to comfort the injured hearts of several generals and discuss the current problems in Jumei.

Although Jumei started from clothing and cosmetics in all categories, its current focus is on Goudong's 3C home appliances. The location advantage here is obvious. The headquarters of major domestic home appliance brands are in Guangdong Province, which facilitates communication between the two parties.

The conditions for large enterprises are difficult to negotiate, and the cash flow of small enterprises is tight. Jumei’s current account period is between two and three months. Well, that’s right, Jumei used to have to purchase the full amount, but now most products can have account periods. .Gome Suning has about 90 days, Amazon has about 90 days, Jumei has dropped to less than 60 days, and strives to drop to less than [-] days.

Reducing the account period is of great significance to small suppliers, so supply chain finance is even more significant. Honor has had a lot of practice from the beginning, and Qu Li is quite familiar with it, including accounts receivable financing, confirmed warehouse financing and financing warehouse. Financing is the three most representative modes.What Jumei sellers use most is accounts receivable financing.

No matter what the form is, it needs the cooperation of a bank. Ali later joined MYBank, but Jumei did not. For the time being, it cooperated with Guangfa and Xiangjiang Wealth, so we made do. Anyway, the platform’s receivables did not exceed 1000 billion.

Listening to various things, Qu Li gradually became a little troubled. The construction of Jumei's retail infrastructure is really complicated, involving the mutual coordination between finance, technology, and information.Many things were difficult for Lu Qi to solve, so he had to let Qu Li come forward.

"One more thing, about the Danlin brand..." Lu Qi said hesitantly.

The Danlin brand model can be seen as a replica of Shein, but the price is only slightly lower than ZARA and Uniqlo. On the premise of ensuring quality, the "small order quick response" model increases costs, making it difficult to guarantee sales and profits.

What Lu Qi said was that the business model of the Danlin brand conflicts with that of Jumei. Anyone who has shopped in Goudong and has learned about Huixun, Jingzao, Wal-Mart Huiyi and other private brands knows that they are all standardized products with food safety and Quality control is relatively simple, but Danlin brand is a fast fashion clothing brand and is a non-standard product. It is not easy to control quality for "small orders and quick responses".

The all-cotton era under Riyue Fenghua is different. First of all, the raw materials are limited to pure cotton. Underwear, underwear, and maternal and infant clothing require safety and comfort more than beauty. They can achieve large-scale batch production and upgrade once a year.

There is no end to the "innovation" of the Danlin brand. Although this model has great potential, it is really not suitable for an e-commerce platform like Jumei.

Qu Li looked at Chen Danlin and frowned. He didn't know what she was thinking. This matter is really difficult to deal with. Danlin and Jumei are not compatible. If this is said out, how can Chen Danlin hang out in Jumei in the future? If someone says something about her …

At this time, if we were talking about tactics, we would naturally keep the Danlin brand, but Qu Li was not that "smart". He followed Musk's example of using "first principles" to analyze the problem, and soon decided to use a quick knife to cut through the mess. question.

"Then you guys estimate the price, and Chen Danlin and I will buy this brand." Qu Li

"..." Lu Qi didn't expect that Qu Li's decisiveness would make it a little difficult for him.

This matter has been settled like this, and subsequent operations will take its time. Jumei's 2010 fiscal year is over. Although there is no rush to release financial statements, there must always be some summary.

Historically, the total retail sales of Zhongguo e-commerce in 2010 was 5141 billion, including 4000 on Taobao. Now Jumei is disrupting the situation. In the last fiscal year, the domestic GMV of Jumei platform was 450 billion. This year, it is normal to exceed 1000 billion. Self-operated sales are 400 billion. 800 billion from three parties.The transaction volume of Taobao platform was about 2010 billion in 3000. Jumei's revenue doubled while Taobao did not.

Is everything good news for Jumei?It’s impossible. The sales of third-party sellers exceed those of self-operated sellers. I don’t know whether it’s good or bad.

Jumei Company has two platforms. Juhuasuan has a low threshold. A Jumei seller must be a Juhuasuan seller, but not vice versa. You can search for Jumei products on Juhuasuan, but not vice versa.After this year’s rectification, Juhuasuan implemented the every-day low-price strategy, promoting free shipping for sellers, or lowering the threshold for free shipping, which has a very obvious effect on promoting consumption.

The difference in various services between Jumei and Juhuasuan is due to the short-term behavior of Jumei's insufficient capabilities. It is a kind of active screening of consumer groups. There are definitely disadvantages, but in 2010, there was no backlash. With the comparison Taobao's higher-end, more reliable choices, and more affordable prices have attracted a large number of new and old users.

To put it simply, Jumei has greatly lowered the shopping threshold for consumers through cash on delivery. More than 65% of the new e-commerce users on the entire network come from the Jumei platform.

It is a good thing that the transaction volume GMV of Jumei's two platforms has reached 1200 billion, but the self-operated business is only 400 billion, which is a bit far away from his goal of 1000 billion. I don't know if it will be big enough in two years.

Starting from the three elements of "product, price and service", Jumei executives once again emphasized the importance of Jumei logistics during the discussion. Warehousing and logistics are the foundation of retail, the guarantee of after-sales, and the driving force for the success of private brands... …

In the following fiscal year 2011, Jumei's key tasks are to build a national logistics backbone network, improve the three-in-one supply chain logistics technology of software, hardware and system integration, and establish an expandable three-warehouse system of central warehouse, transfer warehouse and distribution warehouse. Automation and intelligence leave room to serve the platform and sellers well.