How Does This Unusual Electricity Supplier Who Sell The Discount Road Sell 2 Billion?

"Tide" can earn money, it has long been no news.

Last year, in his documentary, "within reach", he said a figure: his tide brand has an annual turnover of US $10 million.

According to the world clothing shoes and hats net, this summer, because of the hit of hip-hop in China, it has brought the "hip-hop" and "Chao" sub minority culture to the public's eyes. It has become a hot spot in the mainstream media. It also makes more people realize that "tide" can really make a big business.

In fact, there is a platform in the country, which has seen this point more than ten years ago. It focused on the field of "tide" for more than ten years. By 2016, they sold the "trend" sales volume already exceeded 2 billion yuan. They are the largest online selling platform in China -- YOHO! BUY is available.

How did they do it? In September 1st, YOHO! BUY held a new fashion festival, and the founder and investment direction media shared the story and secret.

Content, electricity providers, activities, three dimensional sale of "tide"

First of all, to do well in content and traffic, and at the same time to harvest fans' trust, and then start doing business to buy goods, this is the work steps of many well-known fashion bloggers now. It is like the first batch of famous fashion bloggers, gogoboi, who have worked with foreign luxury electric business websites and department stores to open a mini shop.

some

Although bloggers have not yet established regular online stores, they often cooperate with famous brands in "content + sales diversion".

Mr. Bo, a well-known blogger, pushed the sale of a Givenchy Horizon Valentine's Day Limited package on the personal public number. At the end of the article, it was linked directly to Givenchy's official website embedded in WeChat. 80 handbags with a unit price of 1490 yuan were sold away in 12 minutes.

More powerful ribeca, a WeChat sent out at 9 pm on July 21st, sold 100 "ribecca X Mini limited Caribbean Blue" in 5 minutes, and completed the payment within 50 minutes.

And these well-known media are the way to go. YOHO started ten years ago.

As a tide man, two years after graduating from a University TV station, Liang Chao resigned and set up the YOHO! "Trend record", which is aimed at introducing "what is the trend" to the younger generation of China.

In 2005, the trial was published in 2006, and YOHO! Trend became a magazine of many post-90's junior high school students. In the past 12 years, the market reaction is still good.

By 2008, YOHO began to extend from the media to the electricity supplier, and made the "YOHO! BUY Commodity E-commerce platform". The initial operation mode is very simple -- from official brands at home and abroad, building warehouses, and selling products at home.

And China in that era

Taobao is full of evildoers, Tmall is still pregnant, and Jingdong is limited to the 3C field. The brands of young people in China are Baleno, Metersbonwe, and Nike and Adi are already angry.

YOHO BUY is really too avant-garde.

In 2013, YOHO made the media "YOHO! GIRL" and content APP "YOHO! NOW" dedicated to cool girl culture, and held the "YOHOOD Carnival" for the first time in that year.

It is not hard to see that in the past 12 years, what YOHO has done is very concentrated. It is aimed at providing the Chinese young consumers with the origin of the "trend", and gradually completed the layout of the media, e-commerce, community and offline activities.

Having a platform is only the first step, and how to guide young people to come in and consume is the key.

After entering the University, every young man wants to be more fashionable and cool, and highlight his personality and style.

As for what is "Chao", it is really not the one or two sentence to say clearly, so it is particularly important for the young people to tell them what is the tide, and the best example is of course the tide of the stars.

For example, why do Edison Chan's tide cards so many people like him? Because he himself is the "tidal vane", and even if there is a "pornographic door" incident, it has not affected his right to speak in the "Chao" incident.

"Why are big names willing to cooperate with us? It's very simple, as long as the clothes I wear are sold well."

Edison Chan has publicly said so.

As a trend selling platform, YOHO! BUY has the advantage that it brings together a number of celebrities such as Edison Chan who have their own tide cards at the same time. Therefore, every year, the "YOHOOD fashion Carnival" at the opening ceremony of the "new tide of goods and goods Festival" will have a group of star directors coming to the scene. Like this year, Shawn Yue, May, JJ Lin, Berlin Chan, Vanness Wu, Zheng Kai and other stars, as well as gogoboi, Han Huo Huo, these fashion bloggers have come, and even the NIGO, Pharrell Williams, FUTURA and other tidal currents are far away from the great gods.

At the scene, they are no longer stars, but tide leaders. They go to the stage to fight for call, walk down the stage and bring fans to visit the tide shop.

I met a girl who worked in four major accounting offices. She was the iron powder of May. Apart from work clothes, the clothes in my life were basically STAYREAL in May. I learned that in May, YOHOOD came to the concert and did not hesitate to buy tickets.

Fans like her should be a minority.

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China's electricity providers have done so many years, the biggest trick is the discount.

Regardless of this section, that day, brand subsidies, platform subsidies, or send coupons, buy one get one, anyway, the goal is to price the lowest.

But "YOHO! BUY has the goods" has gone an unusual way.

YOHO 98%'s business comes from "YOHO! BUY has goods" or its own APP official website, while YOHO! BUY is a relatively independent vertical platform for e-commerce. Its traffic does not depend on Tmall, Jingdong and other super large comprehensive e-commerce platform.

The above products are also unique. The official figures are: YOHO! BUY, and the coincidence degree of goods with Tmall products is not more than 30%.

The platform has a special group for brand selection. During the current "new product Festival", YOHO! BUY has screened more than 100 thousand new and landing platforms for the 2017 autumn and winter brands of more than 1400 brands at home and abroad. Among them, 20% brands came from the most popular brands in Europe and America, Japan and Korea, and 30% from Nike, ADI and so on. We are most familiar with international famous brands. 50% is the tide card that the platform has chosen to represent the brave trend of the domestic market.

"All 1400 brands are sold in the seasonal fashion. Which brand will sell their new products at 50 percent off prices? No brand will do so."

YOHO! Group founder and CEO, Liang Chao, said in the media conference. "People who want to buy new products are shopping for new products. They want to become more fashionable and cool. But YOHO! BUY, since we want to talk about the trend and talk about new products, we should focus on what kind of design, trend and trend of the brand in the new season for consumers, and the brand's understanding of the future trend, so that consumers can know how to buy, not discount sales promotion."

Of course, a problem often encountered by buying tide cards is that it can not be bought, so many starting or limited quantity fashion products often encounter the phenomenon that the price increase can not be bought.

Apart from no discount, YOHO! BUY is very different in terms of selling these products.

They used queuing to draw equal opportunities.

It is not only the founders or the operation team who has the final say about how a start-up company should go, but the investors' opinions behind it are very important.

YOHO! Now has won the four round of investment. In December 2006, it won the A round investment of Ding Hui millions of dollars. In June 2012, it received the B investment of tens of millions of dollars from Bertelsmann Asia Investment Fund, Xiang Feng investment and CDH investment. In January 2014, it won the C round investment of Sai Fu 30 million dollars. In July 2015, it announced the completion of the D round financing of the total amount of nearly 100 million dollars. Shenzhen morning investment venture, CMC Chinese culture fund, far mirror capital and former shareholder Sai Fu fund and Xiang Feng investment and investment.

How do these investors see the trend of selling?

At the media conference in September 1st, Cao Zhiyue, vice president of Sai Fu fund, one of the investors, revealed that when they started investing, the older people still felt that the tide riding card was basically a student who did not work well and did not go to school very well, but later he found that it was not the case for so many years.

"Today's consumer behavior is totally different from what it was five years ago or seven years ago.

The first difference is that the purchase channel is different. The second difference is that seven or eight years ago, we might buy some hard demand and mass goods, but today, everything that everyone buys is becoming more and more subdivided.

After 90 or 00, no matter what the tide is, it is the group of people who are very happy.

For the clothing category, 90 and 00 have more needs for their personal definition. They may not have worked for a long time and have no family burden. They are now looking for labels for themselves.

Cao Zhiyue said, "with the steady improvement of China's economic level and the continuous upgrading of household consumption, China has become the most potential and dynamic consumer market in the world. The total consumption volume and consumer groups are also increasing rapidly. The goods with the advantage of the first advantage will also be increased in the future."

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