Editor's note: Aiming at the consumption characteristics of the post-80s and post-90s generations, COCO (Park Sung-hee) began to deepen the new model of e-commerce, and established a good thing plus a community e-commerce platform in July this year, through the M2A (Made2Association) community model plus mini program operation. According to COCO, her original intention was to solve the consumption pain points of the post-80s and post-90s: too lazy to search, too lazy to shop, too lazy to compare, and pay more attention to personality and quality.
In the form of community fission, Haowu Plus One has made its own exploration in terms of consumer touch, brand marketing, channel construction, profit sharing, etc.
Text / Li Yanan
Edit / Xiaodi
<h1>Capital Find the Door</h1>
COCO is one of the first professional purchases between China and South Korea.
Coco was born in Heilongjiang in 1992 and is of Korean ethnicity. COCO has been active and has a talent for languages since he was a child, and in addition to mastering Chinese and Korean, he has been learning Japanese since he was ten years old. Her language advantage allows her to quickly grasp the local doorway when communicating with people from different countries and regions.
COCO contact purchasing was during college. Because of the relatives settling in South Korea, she often travels between China and South Korea, simply using her own 2,000 yuan as a start-up capital, and began to do a beauty shopping business in South Korea. Every time she goes to South Korea, she has to buy a bunch of goods for her classmates and friends, and then in the WeChat group, WeChat circle of friends gradually have a popularity, many of the people who do the purchasing agency themselves have begun to look for her to buy, COCO thus used WeChat to establish a distribution mechanism, "At that time, there was no concept of agency, just wanted to let everyone help and earn a hard fee", now want to come, "it is a sharing economy."
COCO doesn't just want to do daigou and distribution. Like many daigou who have gradually established personal brands, COCO will turn to working directly with brand owners to obtain better sources of goods and better profits, and even cooperate with some new brands to open up the Chinese market. For example, when the Klais mask entered the Chinese market, COCO gained a good supply advantage.
With the fan base and brand and channel advantages, COCO's agents are no longer limited to the school's colleges and associations, "later developed to many places in the country have agents", at that time, COCO's average monthly sales reached the level of one million. COCO's business approach is to sell small profits and sell high, only earn 10% of the profits, and share the rest with channel agents.
COCO knows that if he wants to do this as a career, he still has many aspects of his deficiencies, or the heat is not enough.
As a result, after graduation, COCO began to work as a project supervisor at the cross-border B2C e-commerce platform Global Tesco, full-time responsible for introducing cross-border brands into the Chinese market. COCO has used its own channel advantages to open up the supply channels of pharmacies in Hong Kong, Watsons and domestic e-commerce platforms, and has introduced a series of brands such as AHC, Water And Light Mask, and Spring Rain. This process also allows COCO to further expand its market channel resources, and at the same time thoroughly study the standardized cross-border e-commerce play methods such as bonded warehouses.
The second shortcoming that COCO wants to make up for is the mature supply chain game. Therefore, she joined the Dolphin Supply Chain, "a professional import supply chain model, which can help the Chinese people achieve consumption upgrades and more accurately search for good goods overseas." ”
COCO's comprehensive capabilities and practical experience quickly gained the attention of capital. COCO said that an investor who has been deeply involved in overseas supply chains for 16 years found her and provided tens of millions of funds and overseas warehousing convenience, hoping that she can take the lead in doing a good job of "beautiful things" such as cross-border skin care and beauty products.
COCO does not want to continue the traditional way of playing, including categories and channels. She noticed that women aged 18 to 35 have the right to dominate the family procurement plan, so she targeted customers to moms, white-collar workers and student groups active in the community, focusing on the four categories of "beauty, food, beauty, and clothing", while turning these high-quality consumers into her fission channels.
"I want to provide a set of solutions for women's entrepreneurship," COCO said, adding that Good Things Plus One provides a platform, logistics and warehousing, and "saving money by buying yourself, sharing and making money" has become the core concept of attracting this part of the customer base. This part of the customer base has gradually become the "preferred master" of good things plus one, using word-of-mouth to spread platforms and products, and at the same time get rebates.
<h1>300,000 merit trainers</h1>
"Preferred Engineers" are community opinion micro-leaders that COCO has unearthed from the community. With a WeChat group of 100 or more people, paying a deposit of 168 yuan can become the preferred master of Good Things Plus One, which provides a one-click open Mini Program store and twice a week brand and marketing training. The preferred division will publish the promotional template provided by Good Things Plus One in the WeChat group and the circle of friends, and after the consumer successfully places an order through the mini program store of the preferred division, the preferred division can get a rebate. Different from traditional social e-commerce, the preferred designer of Good Things Plus One does not need to have warehousing and logistics resources, and only exists as a promotion link downstream of the platform.
COCO is a typical community leader in its own right. She has accumulated more than 30,000 fans since she started the daigou business in college. These fans split into miniature leaders and became the first batch of good things plus one. They reach more consumers in a diffusive way to meet their more personalized shopping preferences.
In the three months since its establishment, Haowu Plus One has accessed more than 10,000 brands and opened six overseas warehouses such as Japan, South Korea and the United Kingdom. The platform has also generated more than 300 preferred division stores, with an average monthly sales volume of about 6,000 yuan per store. Excellent selectors can also recruit more than 100 store owners in a single day, and the store conversion rate can reach 60%.
"300,000 preferred engineers", which is COCO's recruitment plan after this round of financing, "the figure of 300,000 is determined by the funds given by the investor, my own marketing data and planning". At present, There are more than 400 WeChat communities in Good Things Plus, and the business development team built by COCO will use this as a base to start the mining of 300,000 preferred teachers. This in itself is a commercial fission.
In the social e-commerce model, the quality and viscosity of fission channels are very important. In order to gain the trust of the preferred engineers and consumers, COCO provides the protection of "fake one loss ten", and also spends a lot of money to cooperate with China Insurance to avoid the risk of counterfeit goods with a third-party platform. The preferred division will also regularly visit the overseas warehouses and bonded warehouses of Good Things Plus One, and provide real-time inquiries on logistics trajectories for procurement and warehousing live broadcasts.
"I hope that when you think of good things plus one, the first thing that comes to mind is our good things, and there is a sense of trust in quality." This is what COCO is trying to achieve, and she also hopes that the private life of each preferred division can be better shared and disseminated in the future, "Everyone recognizes that each of our preferred teachers is working hard to live and share." ”
COCO also knows that when quality and channels are guaranteed, the preferred division also values profit. The latter is a lubricant and accelerator that promotes the in-depth cooperation between Good Things Plus One and optimizers. COCO will add 70% to 80% of the profit of each order to the preferred division, and the preferred agent will receive the rebate within 2 to 3 working days of initiating the application.
At present, COCO is also trying to provide security for the future 300,000 preferred engineers in terms of supply chain. Good things plus one tried to open a fresh category, and joined hands with the governments of Guangxi, Fujian and other places to send fruits directly from the place of origin. Although this business has basically no profit to speak of, COCO pays more attention to "good goods", "let everyone experience first", "we will continue to improve the supply chain", and finally realize the integration and management of the industrial chain such as fresh product quality, delivery time, packaging methods and so on.
This is the fission that good things plus one can produce at the category end. COCO and the team will face a greater market test, which is a big test of comprehensive ability.