Tong Chun Lin Degang: adult vertical electric provider is king, O2O pseudo-proposition
Source: interview by dark horse community: i dark horse Wang Jingjing This is the third in a series of vertical electric business June 3, i horse into the Spring House visited this financing just completed Nike Lunar Mens the largest adult supplies electronic business platform. As the country’s first batch of their vertical electric provider, called living fossils in this area. I dark horse with the ‘Spring t’ over one hour of conversation and speak their minds, the spring water is a dark horse System i explained his logic and electricity supplier, from a male point of view Polytechnic describes this unique market, and we unknown The trade secrets, the following dialogue Record dark horse choice i: I The dark horse: ‘Spring t’ Why choose to enter the Polytechnic male adult products market Lin Degang (hereinafter referred to as L):? Spring House is what I do a third business, 02 December began to create, it is one of China’s first B2C electricity supplier, Taobao in May 2003 before the birth. Then choose this profession, in fact, I saw a few reasons. First it meets the needs of my skills, because the first is to do the Internet, so it is with my Internet skills to match. The Second Sex article itself was a very high margin of thing. About 70% to 75% of the way, basically purchase price multiplied by three to four times multiplied in the sale, but now not so high a margin. The third judge was because the industry has some very future, but at that time the industry practitioners, average ability and level is not so high, so if I felt in a reliable way to do a tricky business , with a bunch of relatively less ‘high’ people to compete, there should be a comparative advantage. The last point with my own personality related, I am actually still have human feelings. So in the end choose to enter this market. I dark horse: from a business perspective to analyze China’s entire adult products market is what kind of shape you L:? Adult products market is the market of the plate should be the size of three hundred million a year. The first one is under two hundred thousand line stores, you go to any county to see that there will be no less than 100 of the total number of adult stores, take Beijing for example, you can actually find you the radius of five hundred within meters, you will probably find one, it uses a super-intensive distributed in a convenience to get the business. The second is the platform type electric providers inside, like Jingdong, Taobao, they also sell adult products such. The third block is the vertical electric provider Spring House as a representative of their professional adult products in this category do. I think an adult this category, it is actually the king must be a vertical industries. Because in fact takes stock of 11 years when exposed to various blocking short time on the Nasdaq, electric businessmen on both the reflection, vertical electricity supplier in the end there is no future, and we had one of those is the reflection, so Spring House vertical electric providers have no future. I own conclusion is that, standard products of vertical electric providers must no future. Why? Because people are buying standard products, and in fact, it has been determined by making brands, then standard products just as the role of electricity providers Ban Xiangzi of. Its value is very low. Its consumer influence depth is very low. But why do I say that adult vertical electric provider is king rather than a platform for the king? Simple logic. Everyone to think about, when you buy adult products, the first important thing is what? Privacy. For example, a platform, he might take a plastic bag, like a book, like Courier, you buy condoms courier to your office, you might mad. And we are out of the carton with a plastic bag sealed plastic bag outside and then sets an opaque bag, then there is no Spring House information on a single plane, which guarantees regardless of your colleagues to help you collect or guard uncle to help you collect, complete privacy is completely protected. The second core in security. In fact, confidence in the safety of all categories, or shopping in brands. For example, the water heater in my house, I will use a well-known brand. Why? Because there are numerous reports that electric water heaters will be dead, I would choose a very, very safe thing. This time I was living in brand Air Jordan 3 choice. Finally, I go to buy, it is to go to the United States or to Suning it? Which is closer to me to which I give me a discount. But this time you had in mind, you have no mind famous brand? Adult brand you do not mind well-known brands. So upstream brands go and you can not get rid of your concerns for safety in the purchase, and product safety issues objectively speaking this industry does exist, in fact, lead to a price war over this Chamber extremely low prices, many brands plants. Speaking as a factory, then it must be a way to do it at low cost. What became of them? He should use food-grade materials, he may use industrial-grade material, or that he should have with the new material. And when the upstream brands no way to get rid of your shopping trust issue, then the existence of such security issues when consumers will require a retailer to help him solve the problem of trust in product safety issues, so the presence of Spring House What value is that? to get rid of consumer shopping trust, while online price is always much lower than the line, this time through the core to solve the problem of security and trust of consumers shopping, but to get rid of efficiency. I dark horse: Spring House is a group of user groups what kind of person L:? This industry first is called adult health. It is the concept? It needs to sell a group of healthy people. Spring House by the end of 2002 began to be called the first adult products, in 2005 began to position themselves called sex toys. Our core group is not the female otaku house, which we have so far 80% of users are using one of two people, is to increase the fun, rather than those around without a partner. In fact our current customer structure, 80 is our largest group, will account for nearly 50% share, is the second largest group after 90, will account for almost 25 percent of the way, 70 after the third. It is so son. Spring House is a young group of people should twenties and thirties, they have the pursuit of quality of life, concerned about the feelings partner, to understand in life, positive people. I dark horse: how to develop your first user L:? We are the first by the search engines too, we are one of the earliest users of Sina PPC search. Then do it in Baidu above. From 2005 we started marketing positioning as the core of the culture of strategic marketing, when your limited advertising channels, you talk about culture by way of sex toys such as culture, cultural intimacy, do marketing, this is a very effective way. So far, we are still all kinds of fashion media sexes columns, very close partners in the field of gender we are a cultural output side. In fact I am half identity consultant, is also helping experts, including me, ‘FHM’ hosted a ‘women help’ column, because it is also a forum to talk about gender classes. So when you start early promotion of limited funds or limited time promotion channels, the use of cultural marketing is a particularly good way of Nike Air Max 1 marketing. I dark horse: I found a very interesting phenomenon, when it comes to adult product marketing, often will it taste of the brand or narrative rather than specialists. For our 90 people who, on the Internet I do not worship an expert, but this thing is a lot of fun, I would love it. Look how these two different marketing ideas L:? This thinking is very right. Spring House has been evolving to become more and more young, interesting, and scenes of life. Very simple, this time everyone does not need idols, and everyone is needed is self-serving. This is how you cow thing okay with me, this is your own thing. So I’m talking about within us, we do not narcissistic, because it is the easiest marketing business is narcissism. Consumers will never pay attention to you how, consumers will always be concerned about what you give me. This time, like the story, life scenes of the fun of this is absolutely necessary, and this is actually the way to go Spring House. Last Spring House more like a shop, but more and more like a theme park, will be like children, like visiting Disney and found that life can be like this. I dark horse: 90 as your main user groups, do you think they are a group of what kind of person L:? Self. 90 is by far China’s most powerful generation of self. 90 is courageous, very assertive, dare expression, not subtle, and very direct, there is no idol. What happens behind this? Very simple, you self is very strong, very powerful is a small universe. Spring House this category is just 80 after 90 and students. When you are in the nature of a free state, you will not want to oppress yourself. Because this is a thing in itself a very enjoyable. 70 I do not think that after 60 to enjoy the work and like, and will suffer for the music. And 80,90 ‘Why so hard to force me, I’m going to enjoy life. I work hard while I live.’ This time you find with 80 after 90 years temperament is totally ride. And 8090 Another especially what? More innovative after 8090. I dark horse: the electricity supplier which has a new view that a fresh recruit pierce days. Make the ultimate single product will be far better than doing multi-category product. L: I think the extreme of a single product, it is more suitable for products like Apple. Them out of one hundred mobile phones, as it is a product brand is more suitable for a single product in the extreme. Sometimes we see more and more fragmented product or brand is also fragmented. I think this is an inevitable trend in the fragmented era. But do platform point of view, in fact, a single product strategy is not established unless you single product customer price is very high. For example, you might buy a computer to go to Zhongguancun original, then you change to Jingdong. Why? Your laptop or five thousand dollars, because it benefits large enough, you will be moved in the past. You buy a box of condoms genuine, and from your home line and ran a convenience store dedicated website buy it? Not. Why? Is it too small, fifty dollars. Because we think that consumers migration path must have a sufficient energy match. Energy is a little thing insufficient to match, we see you do a selling socks electricity supplier, or you make a special sale of electricity providers cover, or tell you how to do a special electricity suppliers to sell underwear, certainly does not hold . Because the problem is that the product for consumers, in which consumption spending his entire brain or in his inside account of the consumption weights are too low, he will not be too low for this weight thing alone choose this path, So this is not established. The Spring House SKU number currently held in less than two thousand between twelve hundred, and not all sex toys, because when I sell sex toys all the time does not fly, must have a lot of mixed, poor quality The product, but I do Preferably, selection, and after I finished over one thousand SKU enough selection to match you need a variety of life. I dark horse: the last to ask you a question, summarize so many years of success and you feel the electricity supplier to meet several conditions which L:? At present the best opportunity for vertical electric providers or independent business electricity supplier, and I think that has passed, a year earn 1,002,000 million this opportunity is still there, including social media electricity supplier is very, very good trend. , The emergence of the mobile Internet actually make people’s time starts fragmentation, fragmentation of your demand, you will be more demand for products segments, unlimited segments, you need to tone of the brand, the brand of cultural identity It will be getting unlimited to segments. This is so that entrepreneurs have the opportunity to become very, very. But the opportunity to do platform, we think it is getting smaller and smaller, this has been leading, for example, the United States 2015 Latest Nike Shoes together Jingdong, he must have done barriers, Jingdong unlimited expansion category, the Lynx in the infinite expansion category, Ali in a variety of acquisitions Tencent in various acquisitions. In fact, after the United States together also listing a variety of acquisitions, he must do the barriers to newcomers, to make their own moat, including Spring House, our June 9 we will do a super super big promotion, the reason is very simple, we actually do barriers. You find us on June 9 sixty-five thousand six hair product price spike is nine. This is a very difficult thing to imagine, there are 6.9 million including our vouchers will be sent out. Is also very simple, it is a big promotion on the one hand, in fact, is the second aspect, we do market concentration in adult this vertical electric providers in this field. We want to be able to end quickly say this here on the platform side of the vertical electric provider that does not want it to turn into a protracted war, I hope in the next year the whole industry price cut, then quickly end the fighting In this direction the platform. So you’ll find the whole field of electronic business that we think is really a leader in the faster he’ll have capital advantage and first-mover advantage, it is faster to run, and finally to cast their moat. Tong Chun Lin Degang Oral: adult products O2O, this is a false proposition in this industry, O2O is a false proposition. Why? You will find that you now see the line adult store still with you child a decade ago is the same, that does not slip autumn gray hiding in the corner, its products and the idea is very simple, I will sell the purchase price Low product. Because anyway very simple, I do not know the purchase price no matter how high you, and it does not brand, then you do not bargain, they will not shop around. So you must be into the store after you sent money to rush gone. So he will be selling low-value products (feed lowest priced high), because this may one day to five people, you come to a man I earn today rent out, behind the guests to make meals on the trip. So the line has not been fully developed, the model has been in the family-run shop, causing it to match the product line, the matching services, and on the degree of matching such a norm is no way to talk to a modern business to match. So the industry must be false proposition O2O. After an additional 60 jerk demand for this product is reduced, the line increasingly difficult to support the store. In addition to many other areas of O2O, I personally speak also skeptical. Why do you say? If it is a line of traffic mall entrance, plus some line of stores called O2O, we’re going to ask is that in the end what has changed, or what it offers new value, just an order entry? If just one order entry, you will find in this five years ago, there is a Lihua fast food, it is very early O2O, and online reservations, and then the phone book, and then distributed delivery. O2O only what I think? Not O + O, O + O belong to two things stick together, this is a physical change is not meaningful, this chemical symbol TO must have value. A O O Talia and another by a chemical reaction, into another O + O is not something for which it was established. ————————————————– ———— 2014 Chrysler Cup dark horse contest electricity supplier and consumer industry events officially opened, thanks to the support of the Songshan Lake High-tech Industrial Development Zone Management Committee granted, the project in the hot open enrollment nationwide. Registration: Registration Please Mengchuo ‘dark horse contest official website,’ Application Consulting Tel: 15811256967 Application Consulting QQ: 553039495 Application Consulting-mail: yudanni@chuangyejia.com more dark horse competition horse-related information, please visit the official contest website, or follow the official micro-horse contest Signal: heimadasai.Tong Chun Lin Degang: adult vertical electric provider is king, O2O pseudo-proposition
Source: interview by dark horse community: i dark horse Wang Jingjing This is the third in a series of vertical electric business June 3, i horse into the Spring House visited this financing just completed the largest adult supplies electronic business platform. As the country’s first batch of their vertical electric provider, called living fossils in this area. I dark horse with the ‘Spring t’ over one hour of conversation and speak their minds, the spring water is a dark horse System i explained his logic and electricity supplier, from a male point of view Polytechnic describes this unique market, and we unknown The trade secrets, the following dialogue Record dark horse choice i: I The dark horse: ‘Spring t’ Why choose to enter the Polytechnic male adult products market Lin Degang (hereinafter referred to as L):? Spring House is what I do a third business, 02 December began to create, it is one of China’s first B2C electricity supplier, Taobao in May 2003 before the birth. Then choose this profession, in fact, I saw a few reasons. First it meets the needs of my skills, because the first is to do the Internet, so it is with my Internet skills to match. The Second Sex article itself was a very high margin of thing. About 70% to 75% of the way, basically purchase price multiplied by three to four times multiplied in the sale, but now not so high a margin. The third judge was because the industry has some very future, but at that time the industry practitioners, average ability and level is not so high, so if I felt in a reliable way to do a tricky business , with a bunch of relatively less ‘high’ people to compete, there should be a comparative advantage. The last point with my own personality related, I am actually still have human feelings. So in the end choose to enter this market. I dark horse: from a business perspective to analyze China’s entire adult products market is what kind of shape you L:? Adult products market is the market of the plate should be the size of three hundred million a year. The first one is under two hundred thousand line stores, you go to any county to see that there will be no less than 100 of the total number of adult stores, take Beijing for example, you can actually find you the radius of five hundred within meters, you will probably find one, it uses a super-intensive distributed in a convenience to get the business. The second is the platform type electric providers inside, like Jingdong, Taobao, they also sell adult products such. The third block is the vertical electric provider Spring House as a representative of their professional adult products in this category do. I think an adult this category, it is actually the king must be a vertical industries. Because in fact takes stock of 11 years when exposed to various blocking short time on the Nasdaq, electric businessmen on both the reflection, vertical electricity supplier in the end there is no future, and we had one of those is the reflection, so Spring House vertical electric providers have no future. I own conclusion is that, standard products of vertical electric providers must no future. Why? Because people are buying standard products, and in fact, it has been determined by making brands, then standard products just as the role of electricity providers Ban Xiangzi of. Its value is very low. Its consumer influence depth is very low. But why do I say that adult vertical electric provider is king rather than a platform for the king? Simple logic. Everyone to think about, when you buy adult products, the first important thing is what? Privacy. For example, a platform, he might take a plastic bag, like a book, like Courier, you buy condoms courier to your office, you might mad. And we are out of the carton with a plastic bag sealed plastic bag outside and then sets an opaque bag, then there is no Spring House information on a single plane, which guarantees regardless of your colleagues to help you collect or guard uncle to help you collect, complete privacy is completely protected. The second core in security. In fact, confidence in the safety of all categories, or shopping in brands. For example, the water heater in my house, I will use a well-known brand. Why? Because there are numerous reports that electric water heaters will be dead, I would choose a very, very safe thing. This time I was living in brand choice. Finally, I go to buy, it is to go to the United States or to Suning it? Which is closer to me to which I give me a discount. But this time you had in mind, you have no mind famous brand? Adult brand you do not mind well-known brands. So upstream brands go and you can not get rid of your concerns for safety in the purchase, and product safety issues objectively speaking this industry does exist, in fact, lead to a price war over this Chamber extremely low prices, many brands plants. Speaking as a factory, then it must be a way to do it at low cost. What became of them? He should use food-grade materials, he may use industrial-grade material, or that he should have with the new material. And when the upstream brands no way to get rid of your shopping trust issue, then the existence of such security issues when consumers will require a retailer to help him solve the problem of trust in product safety issues, so the presence of Spring House What value is that? to get rid of consumer shopping trust, while online price is always much lower than the line, this time through the core to solve the problem of security and trust of consumers shopping, but to get rid of efficiency. I dark horse: Spring House is a group of user groups what kind of person L:? This industry first is called adult health. It is the concept? It needs to sell a group of healthy people. Spring House by the end of 2002 began to be called the first adult products, in 2005 began to position themselves called sex toys. Our core group is not the female otaku house, which we have so far 80% of users are using one of two people, is to increase the fun, rather than those around without a partner. In fact our current customer structure, 80 is our largest group, will account for nearly 50% share, is the second largest group after 90, will account for almost 25 percent of the way, 70 after the third. It is so son. Spring House is a young group of people should twenties and thirties, they have the pursuit of quality of life, concerned about the feelings partner, to understand in life, positive people. I dark horse: how to develop your first user L:? We are the first by the search engines too, we are one of the earliest users of Sina PPC search. Then do it in Baidu above. From 2005 we started marketing positioning as the core of the culture of strategic marketing, when your limited advertising channels, you talk about culture by way of sex toys such as culture, cultural intimacy, do marketing, this is a very effective way. So far, we are still all kinds of fashion media sexes columns, very close partners in the field of gender we are a cultural output side. In fact I am half identity consultant, is also helping experts, including me, ‘FHM’ hosted a ‘women help’ column, because it is also a forum to talk about gender classes. So when you start early promotion of limited funds or limited time promotion channels, the use of cultural marketing is a particularly good way of marketing. I dark horse: I found a very interesting phenomenon, when it comes to adult product marketing, often will it taste of the brand or narrative rather than specialists. For our 90 people who, on the Internet I do not worship an expert, but this thing is a lot of fun, I would love it. Look how these two different marketing ideas L:? This thinking is very right. Spring House has been evolving to become more and more young, interesting, and scenes of life. Very simple, this time everyone does not need idols, and everyone is needed is self-serving. This is how you cow thing okay with me, this is your own thing. So I’m talking about within us, we do not narcissistic, because it is the easiest marketing business is narcissism. Consumers will never pay attention to you how, consumers will always be concerned about what you give me. This time, like the story, life scenes of the fun of this is absolutely necessary, and this is actually the way to go Spring House. Last Spring House more like a shop, but more and more like a theme park, will be like children, like visiting Disney and found that life can be like this. I dark horse: 90 as your main user groups, do you think they are a group of what kind of person L:? Self. 90 is by far China’s most powerful generation of self. 90 is courageous, very assertive, dare expression, not subtle, and very direct, there is no idol. What happens behind this? Very simple, you self is very strong, very powerful is a small universe. Spring House this category is just 80 after 90 and students. When you are in the nature of a free state, you will not want to oppress yourself. Because this is a thing in itself a very enjoyable. 70 I do not think that after 60 to enjoy the work and like, and will suffer for the music. And 80,90 ‘Why so hard to force me, I’m going to enjoy life. I work hard while I live.’ This time you find with 80 after 90 years temperament is totally ride. And 8090 Another especially what? More innovative after 8090. I dark horse: the electricity supplier which has a new view that a fresh recruit pierce days. Make the ultimate single product will be far better than doing multi-category product. L: I think the extreme of a single product, it is more suitable for products like Apple. Them out of one hundred mobile phones, as it is a product brand is more suitable for a single product in the extreme. Sometimes we see more and more fragmented product or brand is also fragmented. I think this is an inevitable trend in the fragmented era. But do platform point of view, in fact, a single product strategy is not established unless you single product customer price is very high. For example, you might buy a computer to go to Zhongguancun original, then you change to Jingdong. Why? Your laptop or five thousand dollars, because it benefits large enough, you will be moved in the past. You buy a box of condoms genuine, and from your home line and ran a convenience store dedicated website buy it? Not. Why? Is it 2015 Latest Nike Shoes too small, fifty dollars. Because we think that consumers migration path must have a sufficient energy match. Energy is a little thing insufficient to match, we see you do a selling socks electricity supplier, or you make a special sale of electricity providers cover, or tell you how to do a special electricity suppliers to sell underwear, certainly does not hold . Because the problem is that the product for consumers, in which consumption spending his entire brain or in his inside account of the consumption weights are too low, he will not be too low for this weight thing alone choose this path, So this is not established. The Spring House SKU number currently held in less than two thousand between twelve hundred, and not all sex toys, because when I sell sex toys all the time does not fly, must have a lot of mixed, poor quality The product, but I do Preferably, selection, and after I finished over one thousand SKU enough selection to match you need a variety of life. I dark horse: the last to ask you a question, summarize so many years of success and you feel the electricity supplier to meet several conditions which L:? At present the best opportunity for vertical electric providers or independent business electricity supplier, and I think that has passed, a year earn 1,002,000 million this opportunity is still there, including social media electricity supplier is very, very good trend. , The emergence of the mobile Internet actually make people’s time starts fragmentation, fragmentation of your demand, you will be more demand for products segments, unlimited segments, you need to tone of the brand, the brand of cultural identity It will be getting unlimited to segments. This is so that entrepreneurs have the opportunity to become very, very. But the opportunity to do platform, we think it is getting smaller and smaller, this has been leading, for example, the United States together Jingdong, he must have done barriers, Jingdong unlimited expansion category, the Lynx in the infinite expansion category, Ali in a variety of acquisitions Tencent in various acquisitions. In fact, after the United States together also listing a variety of acquisitions, he must do the barriers to newcomers, to make their own moat, including Spring House, our June 9 we will do a super super big promotion, the reason is very simple, we actually do barriers. You find us on June 9 sixty-five thousand six hair product price spike is nine. This is a very difficult thing to imagine, there are 6.9 million including our vouchers will be sent out. Is also very simple, it is a big promotion on the one hand, in fact, is the second aspect, we do market concentration in adult this vertical electric providers in this field. We want to be able to end quickly say this here on the platform side of the vertical electric provider that does not want it to turn into a protracted war, I hope in the next year the whole industry price cut, then quickly end the fighting In this direction the platform. So you’ll find the whole field of electronic business that we think is really a leader in the faster he’ll have capital advantage and first-mover advantage, it is faster to run, and finally to cast their moat. Tong Chun Lin Degang Oral: adult products O2O, this is a false proposition in this industry, O2O is a false proposition. Why? You will find that you now see the line adult store still with you child a decade ago is the same, that does not slip autumn gray hiding in the corner, its products and the idea is very simple, I will sell the purchase price Low product. Because anyway very simple, I do not know the purchase price no matter how high you, and it does not brand, then you do not bargain, they will not shop around. So you must be into the store after you sent money to rush gone. So he will be selling low-value products (feed lowest priced high), because this may one day to five people, you come to a man I earn today rent out, behind the guests to make meals on the trip. So the line has not been fully developed, the model has been in the family-run shop, causing it to match the product line, the matching services, and on the degree of matching such a norm is no way to talk to a modern business to match. So the industry must be false proposition O2O. After an additional 60 jerk demand for this product is reduced, the line increasingly difficult to support the store. In addition to many other areas of O2O, I personally speak also skeptical. Why do you say? If it is a line of traffic mall entrance, plus some line of stores called O2O, we’re going to ask is that in the end what has changed, or what it offers new value, just an order entry? If just one order entry, you will find in this five years ago, there is a Lihua fast food, it is very early O2O, and online reservations, and then the phone book, and then distributed delivery. O2O only what I think? Not O + O, O + O belong to two things stick together, this is a physical change is not meaningful, this chemical symbol TO must have value. A O O Talia and another by a chemical reaction, into another O + O is not something for which it was established. ————————————————– ———— 2014 Chrysler Cup dark horse contest electricity supplier and consumer industry events officially opened, thanks to the support of the Songshan Lake High-tech Industrial Development Zone Management Committee granted, the project in the hot open enrollment nationwide. Registration: Registration Please Mengchuo ‘dark horse contest official website,’ Application Consulting Tel: 15811256967 Application Consulting QQ: 553039495 Application Consulting-mail: yudanni@chuangyejia.com more dark horse competition horse-related information, please visit the official contest website, or follow the official micro-horse contest Signal: heimadasai.Tong Chun Lin Degang: adult vertical electric provider is king, O2O pseudo-proposition
Source: interview by dark horse community: i dark horse Wang Jingjing This is the third in a series of vertical electric business June 3, i horse into the Spring House visited this financing just completed the largest adult supplies electronic business platform. As the country’s first batch of their vertical electric provider, called living fossils in this area. I dark horse with the ‘Spring t’ over one hour of conversation and speak their minds, the spring water is a dark horse System i explained his logic and electricity supplier, from a male point of view Polytechnic describes this unique market, and we unknown The trade secrets, the following dialogue Record dark horse choice i: I The dark horse: ‘Spring t’ Why choose to enter the Polytechnic male adult products market Lin Degang (hereinafter referred to as L):? Spring House is what I do a third business, 02 December began to create, it is one of China’s first B2C electricity supplier, Taobao in May 2003 before the birth. Then choose this profession, in fact, I saw a few reasons. First it meets the needs of my skills, because the first is to do the Internet, so it is with my Internet skills to match. The Second Sex article itself was a very high margin of thing. About 70% to 75% of the way, basically purchase price multiplied by three to four times multiplied in the sale, but now not so high a margin. The third judge was because the industry has some very future, but at that time the industry practitioners, average ability and level is not so high, so if I felt in a reliable way to do a tricky business , with a bunch of relatively less ‘high’ people to compete, there should be a comparative advantage. The last point with my own personality related, I am actually still have human feelings. So in the end choose to enter this market. I dark horse: from a business perspective to analyze China’s entire adult products market is what kind of shape you L:? Adult products market is the market of the plate should be the size of three hundred million a year. The first one is under two hundred thousand line stores, you go to any county to see that there will be no less than 100 of the total number of adult stores, take Beijing for example, you can actually find you the radius of five hundred within meters, you will probably find one, it uses a super-intensive distributed in a convenience to get the business. The second is the platform type electric providers inside, like Jingdong, Taobao, they also sell adult products such. The third block is the vertical electric provider Spring House as a representative of their professional adult products in this category do. I think an adult this category, it is actually the king must be a vertical industries. Because in fact takes stock of 11 years when exposed to various blocking short time on the Nasdaq, electric businessmen on both the reflection, vertical electricity supplier in the end there is no future, and we had one of those is the reflection, so Spring House vertical electric providers have no future. I own conclusion is that, standard products of vertical electric providers must no future. Why? Because people are buying standard products, and in fact, it has been determined by making brands, then standard products just as the role of electricity providers Ban Xiangzi of. Its value is very low. Its consumer influence depth is very low. But why do I say that adult vertical electric provider is king rather than a platform for the king? Simple logic. Everyone to think about, when you buy adult products, the first important thing is what? Privacy. For example, a platform, he might take a plastic bag, like a book, like Courier, you buy condoms courier to your office, you might mad. And we are out of the carton with a plastic bag sealed plastic bag outside and then sets an opaque bag, then there is no Spring House information on a single plane, which guarantees regardless of your colleagues to help you collect or guard uncle to help you collect, complete privacy is completely protected. The second core in security. In fact, confidence in the safety of all categories, or shopping in brands. For example, the water heater in my house, I will use a well-known brand. Why? Because there are numerous reports that electric water heaters will be dead, I would choose a very, very safe thing. This time I was living in brand choice. Finally, I go to buy, it is to go to the United States or to Suning it? Which is closer to me to which I give me a discount. But this time you had in mind, you have no mind famous brand? Adult brand you do not mind well-known brands. So upstream brands go and you can not get rid of your concerns for safety in the purchase, and product safety issues objectively speaking this industry does exist, in fact, lead to a price war over this Chamber extremely low prices, many brands plants. Speaking as a factory, then it must be a way to do it at low cost. What became of them? He should use food-grade materials, he may use industrial-grade material, or that he should have with the new material. And when the upstream brands no way to get rid of your shopping trust issue, then the existence of such security issues when consumers will require a retailer to help him solve the problem of trust in product safety issues, so the presence of Spring House What value is that? to get rid of consumer shopping trust, while online price is always much lower than the line, this time through the core to solve the problem of security and trust of consumers shopping, but to get rid of efficiency. I dark horse: Spring House is a group of user groups what kind of person L:? This industry first is called adult health. It is the concept? It needs to sell a group of healthy people. Spring House by the end of 2002 began to be called the first adult products, in 2005 began to position themselves called sex toys. Our core group is not the female otaku house, which we have so far 80% of users are using one of two people, is to increase the fun, rather than those around without a partner. In fact our current customer structure, 80 is our largest group, will account for nearly 50% share, is the second largest group after 90, will account for almost 25 percent of the way, 70 after the third. It is so son. Spring House is a young group of people should twenties and thirties, they have the pursuit of quality of life, concerned about the feelings partner, to understand in life, positive people. I dark horse: how to develop your first user L:? We are the first by the search engines too, Jordan Son of Mars we are one of the earliest users of Sina PPC search. Then do it in Baidu above. From 2005 we started marketing positioning as the core of the culture of strategic marketing, when your limited advertising channels, you talk about culture by way of sex toys such as culture, cultural intimacy, do marketing, this is a very effective way. So far, we are still all kinds of fashion media sexes columns, very close partners in the field of gender we are a cultural output side. In fact I am half identity consultant, is also helping experts, including me, ‘FHM’ hosted a ‘women help’ column, because it is also a forum to talk about gender classes. So when you start early promotion of limited funds or limited time promotion channels, the use of cultural marketing is a particularly good way of marketing. I dark horse: I found a very interesting phenomenon, when it comes to adult product marketing, often will it taste of the brand or narrative rather than specialists. For our 90 people who, on the Internet I do not worship an expert, but this thing is a lot of fun, I would love it. Look how these two different marketing ideas L:? This thinking is very right. Spring House has been evolving to become more and more young, interesting, and scenes of life. Very simple, this time everyone does not need idols, and everyone is needed is self-serving. This is how you cow thing okay with me, this is your own thing. So I’m talking about within us, we do not narcissistic, because it is the easiest marketing business is narcissism. Consumers will never pay attention to you how, consumers will always be concerned about Air Jordan 18 what you give me. This time, like the story, life scenes of the fun of this is absolutely necessary, and this is actually the way to go Spring House. Last Spring House more like Nike Air Max 90 VT a shop, but more and more like a theme park, will be like children, like visiting Disney and found that life can be like this. I dark horse: 90 as your main user groups, do you think they are a group of what kind of person L:? Self. 90 is by far China’s most powerful generation of self. 90 is courageous, very assertive, dare expression, not subtle, and very direct, there is no idol. What happens behind this? Very simple, you self is very strong, very powerful is a small universe. Spring House this category is just 80 after 90 and students. When you are in the nature of a free state, you will not want to oppress yourself. Because this is a thing in itself a very enjoyable. 70 I do not think that after 60 to enjoy the work and like, and will suffer for the music. And 80,90 ‘Why so hard to force me, I’m going to enjoy life. I work hard while I live.’ This time you find with 80 after 90 years temperament is totally ride. And 8090 Another especially what? More innovative after 8090. I dark horse: the electricity supplier which has a new view that a fresh recruit pierce days. Make the ultimate single product will be far better than doing multi-category product. L: I think the extreme of a single product, it is more suitable for products like Apple. Them out of one hundred mobile phones, as it is a product brand is more suitable for a single product in the extreme. Sometimes we see more and more fragmented product or brand is also fragmented. I think this is an inevitable trend in the fragmented era. But do platform point of view, in fact, a single product strategy is not established unless you single product customer price is very high. For example, you might buy a computer to go to Zhongguancun original, then you change to Jingdong. Why? Your laptop or five thousand dollars, because it benefits large enough, you will be moved in the past. You buy a box of condoms genuine, and from your home line and ran a convenience store dedicated website buy it? Not. Why? Is it too small, fifty dollars. Because we think that consumers migration path must have a sufficient energy match. Energy is a little thing insufficient to match, we see you do a selling socks electricity supplier, or you make a special sale of electricity providers cover, or tell you how to do a special electricity suppliers to sell underwear, certainly does not hold . Because the problem is that the product for consumers, in which consumption spending his entire brain or in his inside account of the consumption weights are too low, he will not be too low for this weight thing alone choose this path, So this is not established. The Spring House SKU number currently held in less than two thousand between twelve hundred, and not all sex toys, because when I sell sex toys all the time does not fly, must have a lot of mixed, poor quality The product, but I do Preferably, selection, and after I finished over one thousand SKU enough selection to match you need a variety of life. I dark horse: the last to ask you a question, summarize so many years of success and you feel the electricity supplier to meet several conditions which L:? At present the best opportunity for vertical electric providers or independent business electricity supplier, and I think that has passed, a year earn 1,002,000 million this opportunity is still there, including social media electricity supplier is very, very good trend. , The emergence of the mobile Internet actually make people’s time starts fragmentation, fragmentation of your demand, you will be more demand for products segments, unlimited segments, you need to tone of the brand, the brand of cultural identity It will be getting unlimited to segments. This is so that entrepreneurs have the opportunity to become very, very. But the opportunity to do platform, we think it is getting smaller and smaller, this has been leading, for example, the United States together Jingdong, he must have done barriers, Jingdong unlimited expansion category, the Lynx in the infinite expansion category, Ali in a variety of acquisitions Tencent in various acquisitions. In fact, after the United States together also listing a variety of acquisitions, he must do the barriers to newcomers, to make their own moat, including Spring House, our June 9 we will do a super super big promotion, the reason is very simple, we actually do barriers. You find us on June 9 sixty-five thousand six hair product price spike is nine. This is a very difficult thing to imagine, there are 6.9 million including our vouchers will be sent out. Is also very simple, it is a big promotion on the one hand, in fact, is the second aspect, we do market concentration in adult this vertical electric providers in this field. We want to be able to end quickly say this here on the platform side of the vertical electric provider that does not want it to turn into a protracted war, I hope in the next year the whole industry price cut, then quickly end the fighting In this direction the platform. So you’ll find the whole field of electronic business that we think is really a leader in the faster he’ll have capital advantage and first-mover advantage, it is faster to run, and finally to cast their moat. Tong Chun Lin Degang Oral: adult products O2O, this is a false proposition in this industry, O2O is a false proposition. Why? You will find that you now see the line adult store still with you child a decade ago is the same, that does not slip autumn gray hiding in the corner, its products and the idea is very simple, I will sell the purchase price Low product. Because anyway very simple, I do not know the purchase price no matter how high you, and it does not brand, then you do not bargain, they will not shop around. So you must be into the store after you sent money to rush gone. So he will be selling low-value products (feed lowest priced high), because this may one day to five people, you come to a man I earn today rent out, behind the guests to make meals on the trip. So the line has not been fully developed, the model has been in the family-run shop, causing it to match the product line, the matching services, and on the degree of matching such a norm is no way to talk to a modern business to match. So the industry must be false proposition O2O. After an additional 60 jerk demand for this product is reduced, the line increasingly difficult to support the store. In addition to many other areas of O2O, I personally speak also skeptical. Why do you say? If it is a line of traffic mall entrance, plus some line of stores called O2O, we’re going to ask is that in the end what has changed, or what it offers new value, just an order entry? If just one order entry, you will find in this five years ago, there is a Lihua fast food, it is very early O2O, and online reservations, and then the phone book, and then distributed delivery. O2O only what I think? Not O + O, O + O belong to two things stick together, this is a physical change is not meaningful, this chemical symbol TO must have value. A O O Talia and another by a chemical reaction, into another O + O is not something for which it was established. ————————————————– ———— 2014 Chrysler Cup dark horse contest electricity supplier and consumer industry events officially opened, thanks to the support of the Songshan Lake High-tech Industrial Development Zone Management Committee granted, the project in the hot open enrollment nationwide. Registration: Registration Please Mengchuo ‘dark horse contest official website,’ Application Consulting Tel: 15811256967 Application Consulting QQ: 553039495 Application Consulting-mail: yudanni@chuangyejia.com more dark horse competition horse-related information, please visit the official contest website, or follow the official 2015 Latest Nike Shoes micro-horse contest Signal: heimadasai.