Traditional Culture Encyclopedia - Photography major - Do you like the book club? -_ _ _ _ _ A Yes, I like it. B Yes, I like it. I like it very much. this is good

Do you like the book club? -_ _ _ _ _ A Yes, I like it. B Yes, I like it. I like it very much. this is good

Lead: In such an impatient period when capital is hot and entrepreneurs can't hide their joy, who can eventually become the next e-commerce industry? Sina Technology launched a series of interviews on "New Power of E-commerce", which will focus on the development environment of diversified e-commerce, new entrepreneurial opportunities, new trade models and the mental journey of these entrepreneurs, so stay tuned.

Video: Interview with Wei Mian CEO Lin Wei Media Source: Sina Technology

This column Sina Technology @ Tracy (Weibo) is open to the public. Entrepreneurs are welcome to contact us and put forward your valuable opinions and initiatives.

Eighth Guest: Lin Wei (Weibo), founder of Microfilm.

Excellent point of view:

-From June 65438 to present, there are about 50 employees. Judging from the current number of users, the number of users who only buy a pair of socks may be less than 1%. So far, the customer unit price is 100- 120 yuan. Our gross profit margin is not high in the whole industry, about 40%. If it is too high, it means that many benefits have not been given to consumers.

-vertical or platform, the most important thing is to be a brand. Brand means that consumers have trust in you, and at the same time consumers are pious to you. The most important thing is that you will monopolize the purchasing power of consumers, which is the real value of a brand, otherwise it will be easily surpassed by competitors. So the real center is to build a big brand with a small tangent point.

-Liu (Weibo), as a pioneer in the industry, is exercising his right to speak, but sometimes he is misleading the public. JD.COM should not advertise itself, because its profit margin is so low. Why should it advertise? There is no ability to support advertising expenditure at all. For a private brand, the profit rate can support a wide range of marketing promotion actions, and it has the demand of this brand.

-Today, many e-commerce practitioners are talking about the biggest consequences with the lowest cost. What is the lowest cost? Personally, I understand that for marketing practice, whether it is spending money or effective marketing, the most important thing is to gain the recognition of consumers. First, let consumers know who you are. Yongyao's first step is to do this, instead of asking consumers for orders.

The following is an exclusive interview:

Entrepreneurs need to find a good starting point.

Tracy: Good afternoon, friends of Sina. Welcome to the interview room of Sina Technology. This is an interview column of the new power of Sina technology e-commerce. I am very happy to invite a guest today. He is a dark horse of B2C. Mr. Lin Wei, the founder of Weimian, told us about their enterprise. First, please ask Mr. Lin to call our net friend.

Lin Wei: Hello, I'm Lin Wei, CEO of Weimian. Hello, Sina netizens.

Moderator: Maybe when it comes to Wei Mian, you still don't quite understand. Wei Mian sells socks. You'll think the socks are so small. Why do you sell such products? Can you introduce the company to us first?

Lin Wei: First of all, our company closed down last year. Weimian has been positioned to provide socks with high moral quality and high cost performance from the beginning. Now we have gradually expanded to provide underwear products. Our positioning has always been good sound quality and high cost performance. Why do we want to make socks? It's because when we want to be an e-commerce, there are too many people who make ready-made clothes, and they all do well. As a later entrepreneur, we need to find a better starting point. Therefore, we think that socks are a relatively small tangent point and can become a foothold of a brand.

Why do you say that? Traditionally, when people buy socks, they ignore your own behavior, or you can't remember where you bought socks last time. Sometimes you hardly know where you bought the socks you are wearing. We find this activity very interesting. If we can give him a role in the process of purchasing all socks and let him remember us, we think it is relatively easy for startups to shape a brand like ours through such an action.

Facts have proved that our conclusions so far are in line with our original expectations. Basically, now we have completely subverted the usual recess for consumers to buy socks. From how he heard about our socks, to seeing our website and getting our product packaging, he felt completely different from his previous experience of buying socks.

Moderator: Can you interrupt? What are the differences in details?

Lin Wei: For example, he heard about our socks. He first heard about it in the media. When you used to buy socks, or heard a brand, especially the brand of socks, you probably didn't hear it from the media at all. Basically, you saw it in a supermarket or an overpass, or in a shopping mall. Today, he knows me, first of all, in the media. For example, we always communicate with many consumers on Sina Weibo. First, when he heard me, he was in a different place. When he saw me, he saw it online, not in the supermarket or other places. When he looked at it, he found that this sock would be displayed like this. He also thinks it is novel, because it is a way to display ready-made clothes, which many consumers have basically never seen before. Finally, when he gets the socks, he will find such a beautiful packaging box, which he has never felt before, at least when I bought socks before. In the end, you will get such a handsome packaging box with socks in it.

The whole experience process from understanding, seeing, obtaining and applying to the whole user is completely different from the traditional way of buying socks. So we adopted a more subversive way to let consumers know a new brand through socks.

The back-end storage cost of socks is lower.

Moderator: You just mentioned that we may not need to spend a lot of money on channels. For example, we don't need channels like shopping in shopping malls like traditional brands. However, you just said that logistics will use good packaging boxes. Will this piece cost high?

Lin Wei: What shall I say now? Our packing boxes should be about 20%-30% higher than the whole clothing industry. Why should one of our socks give consumers such a good packaging box? The key factor is that we hope that when he hears it and finally gets it, what we hope to do is to go beyond the imagination of consumers and let him have a real surprise. So there are some costs in this respect, but from the current point of view, consumers' response to our word of mouth, we think this step is right, because whether you reduce costs or increase costs, your most important goal is to let consumers agree with you and then trust you. Therefore, we feel that in the packaging sector, although our cost is relatively high now, we decided to continue to do so and discount Gucci shoes.

Moderator: At that time, you chose to cut into this category. Will there be such consideration? For example, its inventory will be simpler, because the inventory of socks is easier to determine than that of ready-made clothes? Have you considered the reasons for this situation?

Lin Wei: Real socks are a very suitable product for buying and selling on the Internet, because its back-end storage, including its real logistics itself and express delivery itself, is definitely much lower than ready-made clothes or so-called large electrical appliances. Secondly, because in terms of management, we have the largest category of socks in China, and now we may have more than 200 socks of different colors. Even if it is more than 200, it is extremely low management cost for a warehouse. So in this part, socks are really easy to manage and easy to logistics. The most important thing is that the side is rarely damaged, so as far as the sock itself is concerned, it seems that its prototype has the upper hand for me at present.

Moderator: So where do we spend our biggest money now?

Lin Wei: Our biggest cost now is to purchase goods. As we all know, as a new e-commerce brand, we actually make clothes, although we make socks and underwear in a very small clothing field. But the occupation of working capital is still relatively high, which is one of them.

Secondly, in our marketing promotion, we began to do marketing promotion step by step in August. At present, it seems that purchase and marketing are the relatively high parts of our current expenses.

Moderator: Can you tell us something about our company's operating figures, such as the number of employees and the unit price of customers, including the gross profit margin of the socks industry?

Lin Wei: First of all, from June 5438 to now, we have grown to more than 50 people, and our customer unit price. When many people started their businesses, many friends said that the unit price of this product was very low.

Moderator: More than 30 yuan.

Lin Wei: More than 30 yuan for a pair of socks is still quite high. Actually, we were going to sell it for 20 yuan. We found that no one would buy a pair of socks in Shuang Yi during the actual purchase process. I find it hard to say where you are going to buy a pair of socks. So, up to now, our unit price is basically between 100- 120. Judging from our current number of users, users who only bought one or two twins may be less than 1%, which is often a very small number. Most users buy at least 4-5 pairs. So, our unit price so far is 100- 120. That's the case.

Moderator: What is the gross profit margin?

Lin Wei: In fact, there are many preconditions and elements in the analysis of gross profit margin. In fact, our gross profit margin is not high in the whole industry. The gross profit margin is around 40%, and some traditional industries have higher gross profit margins. Because the e-commerce industry has flattened the so-called sales channels, there should be no high gross profit margin. If you have a high gross profit margin, it means that many benefits are not given to consumers.

Moderator: How high can the profit rate be?

Lin Wei: The profit rate is not entirely up to us now, and it needs a very strict review. Because the profit rate includes your fabric cost, including your logistics cost, including your overall operating cost. So, I don't think the profit rate will exceed 15% so far.

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