As a key link in channel construction, the current situation of enterprise investment difficulties is self-evident, and the biggest risk is to spend heavy money on advertising, hold investment associations, participate in professional expos, etc., and in the end, there are very few effective investors. In particular, the Chinese market is large and scattered, and it is even more difficult to expand channels to the rural market. Many enterprises consume half of the total investment in channel construction every year, which shows how high the cost of investment is, but what makes people pessimistic is that 70% of the project investment has failed miserably, and a business owner shakes his head helplessly and laughs at himself: "investment" is really "attracting injuries".
In the face of the "hard bones" of distribution channel construction and a stock market containing huge business opportunities, Tonglu Quick Construction Network Service Outsourcing Co., Ltd. (hereinafter referred to as: Tonglu Quick Construction) did not take the usual road, just like the chess "retreat two into five", in the face of enterprises, first two steps back, the risk in the distribution channel process, they proposed to bear, the Internet CPS according to the effect of the commission into the business system, in China to innovate a risky service model - investment outsourcing. The core of China Merchants Outsourcing is: "The annual advertising promotion fee, call center communication fee, and investment promotion team are all borne by Tonglu Quick Construction Company, and enterprises only need to pay commissions according to the investment effect." "The proposer and practitioner of the innovative business model is Lin Han, president of Tonglu Quick Construction.
In the field of marketing consulting and enterprise front-line trading for many years, Lin Han has always had a dream: how to improve the entire marketing level of Chinese enterprises, and help more small and medium-sized enterprises with good products to go to the market faster? He came up with the idea of establishing a business opportunity trading platform with investment outsourcing as the core business, and improved the overall distribution channel construction efficiency with the help of the aggregation effect of the Internet. After a period of preparatory work, he facilitated the establishment of Tonglu Quick Construction in 2009 and began to explore the business model of "investment outsourcing".
Alibaba + Noah Wealth hybrid model
Similar to Alibaba's information platform, Tonglu Quick Construction also brings together people with investment needs from various industries through the Internet to achieve project and investor docking, and collects commissions from enterprises according to the number of successful contracts, and Tonglu Quick Construction exempts investors from service fees. Unlike many Internet platforms such as Alibaba, Tonglu Quick Construction will conduct strict project quality assessment and screening in advance to delete false and backward projects, thus avoiding the passive situation of investors being deceived. In addition, it also adopts the model of first serving and then charging, and tonglu Fast Construction Company undertakes the investment in the early stage of advertising promotion, personnel, funds, etc., and the risk is no less than that of venture capital, so Lin Han figuratively compares investment outsourcing to "channel venture capital".
"It is not allowed to enter a circle of money projects in the passage quickly, and it must not hurt any investors, otherwise this platform will become an aid and abuse." Lin Han said, "We have an 'investment protection plan', if investors are deceived, Tonglu Quick Construction will pay 50,000 yuan in advance, and then help the deceived to protect their rights."
Nowadays, Tonglu Kuai has built a variety of investment platforms such as the Business Street Business Opportunity Hui website, the "Business Opportunity" DM direct investment magazine, and the "Business Street Business Opportunity Trading Center" opened in the airport and downtown area, which can use these platforms to release investment information while accumulating a large number of investor information. According to Lin Han, these platforms can generate hundreds of thousands of messages every day that are willing to invest. In addition, they also bought 70% of the resources of the opportunity section of several major portals, providing customers with such as free advertising promotion, keyword promotion, SEO optimization, etc., but their upfront investment costs are definitely not cheap.
Different from the traditional form of investment promotion, Tonglu Quick Construction mainly attracts investment through two ways: the China Merchants Association and the daily inspection and signing of contracts. At present, Tonglu Quick Construction has become an investment outsourcing center for more than 80 domestic and foreign emerging enterprises, and no less than 50 investment associations are held throughout the country every month. Haitong Food, a listed company, has been cooperating with Tonglu Fast Construction for nearly 2 years, and Chen Yunyao, general manager of the health drink business department, saw the resource advantages and efficiency advantages of China Merchants Outsourcing Company when promoting the main brand "Kayizhi". According to reports, Kayizhi also followed the traditional way of attracting investors before, recruiting agents through "one-on-one" visits, and the effect can be imagined. "The magic of the network is that it can help investors quickly find a matching project in a very short period of time, and its subversion is that it is fast and has a wide coverage." Now, Ka Yizhi has a signing rate of 30% per time, and Chen Yunyao is quite satisfied with this effect.
For ordinary enterprises, there are more than a dozen people who are already considered luxuries, and these people may concurrently serve as channel development, negotiation and contracting, customer maintenance, product distribution and other complicated work, and the business cannot be single-minded and the energy cannot be focused. In the Tonglu Quick Construction platform, it is equipped with a full-time service team of more than 1,000 people. Lin Han explained: "All planning, strategy, consulting, and proposals can be tested by the market, so that the cost of trial and error of enterprises is borne by Tonglu Quick Construction. Help enterprises to do investment, if the plan is not good, we can continue to invest resources in trial and error, and if the enterprise itself tries and makes mistakes once, it is equivalent to spending two or three years, and even causing the enterprise to be paralyzed. The cost of this kind of trial and error is relatively low on the professional investment platform, and the solution can be adjusted immediately when errors are found. Because investors are approached every day, the quality of each project is clear at a glance. "Emphasizing the importance of the investment team is not to deny the value of the Internet, in Lin Han's view, the Internet is definitely the foundation of the investment outsourcing business." If there is no Internet, there will be no investment outsourcing model, and all resources are difficult to aggregate in the traditional way, and even if the cost of aggregation is very high." In addition, Tonglu Kuaijian has media support and database support from both Beijing Zhongshi Online International Media Group and Shanghai Youyou Database Marketing Company. Especially in China's large and highly fragmented market, the value of using the Internet to attract investment is even more obvious. China has more than 2,800 counties, more than 330 prefecture-level cities, as well as mega-provincial capitals and municipalities directly under the central government. "In the face of such a huge urban collective, relying on the company's own resources and capabilities, no enterprise can cover all outlets across the country in three or five years, while the Internet can extend the channel to second- and third-tier cities and even rural markets." Tonglu Quick Construction just makes full use of the aggregation effect of the Internet to connect many investment projects and investors.
In this regard, an industry insider also has the same view, "With the popularity of the Internet, the efficiency of network investment is very high, the Internet and informatization can bring together the scattered and fragmented things in the past at low cost, and the internet investment promotion accuracy is high, which not only improves the speed of investment promotion, but also reduces the low cost of investment." This point was difficult to achieve in the past by traditional investment promotion."
Lin Han admitted that Tonglu Quick Construction itself is an Internet company. The website brings together more than 500,000 investors every day, generating at least 20,000 pieces of investor information interested in the project, and Tonglu Quick Construction tightly grasps this part of the effective investor resources and reuses them repeatedly. According to his estimates, china's investors looking for projects everywhere are definitely no less than 30 million, and many investors want to continue to find new projects after finding projects to make money. Tonglu Quick Construction is building a platform for 30 million small and medium-sized investors, Noah Wealth is to serve high-end investors, Tonglu Fast Construction has similarities with it, but the service objects are more concentrated, and it is a small and medium-sized investor who is active in the market and looking for various business opportunities.
Exploration of new modes
"There is no shortage of smart people in the world, but it is precisely the stupidest people in the smart who do this." Although many people see that the market for investment outsourcing is very large, they realize that the start of the project requires a lot of resources and conditions to prepare, the investment model needs to be built a little bit, and a lot of the most stupid work needs to be done, many people are not willing to spend time and energy, because this business cannot make money in the short term." Lin han said.
Indeed, this is definitely not a business that can easily make quick money, and it takes a lot of time and money to set up a single early stage. Lin han often has to work around the clock, the platform needs to be continuously improved, many solutions need to be constantly tested by the market, and the cost of acquiring customers and investors in the early stage is very high.
"In the early stage of entrepreneurship, when there is no perfect platform, lack of service capabilities, and insufficient brand trust, how to obtain the full trust of enterprise customers? So many problems need to be solved. In addition, great efforts must be made to attract more investors to this platform, even if there are no customers to cultivate investors, which takes a long time. "During this period, many people chose to give up, but Lin Han calmed down and spent more than a year slowly combing through and gradually building up the investment platform." But it still needs to be continuously improved, and the details are improved to a point that is hundreds of millions of benefits."
After all, people's cognition of new things requires a process. In the initial stage, many enterprises were half-convinced of the investment form of the fast construction of the channel. In order to relieve concerns, Lin Han built the company into a completely open and transparent company, took the initiative to take customers to visit, invited interested enterprises to participate in the China Merchants Association, free training to improve the level of enterprise marketing, channel construction and other aspects, many customers are stationed in the channel fast construction, work together. Including the end of the interview, Lin Han still led the reporter to visit various departments of the company according to the routine, and he wanted more people such as enterprises, investors, and media to truly understand the business of tonglu fast construction and investment outsourcing. In more than 2 years, Tonglu Quick Construction's Shanghai headquarters alone has expanded from the initial dozen people to a team of more than 400 people.
When the enterprise develops to a certain stage, when the platform attracts more and more enterprises to join in, it is a huge test of the service ability of the fast construction of the channel and the ability to bear risks. "At this time, the way to avoid risks is to make the company more accurate and truly produce the greatest practical effect on customers."
There is no doubt that the quantity and quality of investment promotion affirm the most important concerns of customers. KingCamp, an outdoor self-driving camping equipment brand, is a partner of Tonglu Quick Construction this year, and General Manager Xu Guoqing said unceremoniously: "Our requirements for agents are very high, and we are not satisfied with the investment effect, we have the right to suspend the contract at any time, so there is still a lot of pressure on Tonglu Quick Construction." However, this will urge them to continuously improve their service level and enhance their ability to attract investment."
Not "circle money" but to prevent "being circled money"
During the reporter's visit to the enterprise, he learned that many companies either have never heard of the "investment outsourcing" business model, or have doubts about it, and some people will make a vague judgment: this behavior probably belongs to helping enterprises make quick money. Some people's answers are even more rude: it is purely to help companies circle money.
For the above negative views, Lin Han felt accustomed to them: "This view is purely misleading. The so-called investment circle money is that unscrupulous enterprises do not want to meet market demand by developing products, but rely on creating a project to fool franchisees and distributors, and such companies will run away after a year. What Tonglu Quick Construction does is to carefully select projects and prevent projects with malicious fraud from appearing on the investment platform. ”
Zhu Jie, who is also engaged in the outsourcing business of investment promotion, believes that the so-called "circle money" view is very ridiculous: "Investors are adults, and they must be particularly cautious before signing contracts." How can we say that investors have been deceived? ”
With the help of Tonglu Quick Construction, the organic daily necessities chain brand ecologist has developed nearly 300 chain stores in just over 2 years, breaking the bottleneck of less than 50 high-end retail chain brands in 1 year. According to Zhang Qiang, president of Ecologist, Tonglu Quick Construction is planning for ecologists from scratch, including product differentiation positioning, business model combing, project demonstration, etc. to give guidance, so there is no detour in the development process of ecologists, and it quickly occupies the high-end organic life market.
In order to ensure the healthy development of the enterprises it serves after attracting investment, Lin Han must make comprehensive communication with customers before signing the contract, and the only requirement for customers is: "There must be enough operation and service capabilities, otherwise once the speed of investment is accelerated, the market will grow up and then rush to allocate personnel and maintain customers, which can easily lead to shortcomings in enterprises."
In response to the view that some enterprises believe that rapid investment promotion is a kind of quick success and short-term profit behavior, the answer given by Lin Han is: First, the previous traditional enterprise investment promotion did not have the opportunity to use the aggregation effect of the Internet to achieve rapid investment promotion; secondly, subject to funds, subject to talents, subject to professionalism, business model and other restrictions, their pace of investment can not be fast at all.
Lin Han likened the investment promotion of traditional enterprises to a person walking in an unfamiliar city without maps and GPS, and this person must continue to take detours and consume resources. "Can the project make dealers and agents make money?" If the answer is 'no', the merchant will die. Investment promotion is actually a very complex thing, there are strategy, brand, market, promotion, business model, dealer interests of the division, support and a series of links constitute investment, these must be constantly explored by enterprises, so relying on the traditional way to develop agents can not do fast. The feedback from the customers we have served is: not worried about the speed of investment promotion, but worried about the slow recruitment."
Eventually both ends are charged
At present, Tonglu Quick Construction focuses on the most difficult and core section of channel construction - investment promotion, that is, business opportunity speed matching and project docking. They are also building ground-level business opportunity trading centers to provide investors with information on investable projects, like real estate agents. "Real estate agents are the information of selling houses, and what we publish is investment information, which is called the business opportunity trading platform in the country."
Since many enterprises have many hard injuries in attracting investment and cannot be scaled, Tonglu Quick Construction will help enterprises heal hard injuries through value-added services such as business model carding. "Flawed business models can't be replicated, but a large number of businesses are unaware. When you are injured in the market after continuous shopping, you can't get the market results, and you can only die in the end, or you can never get bigger."
Therefore, in view of a series of problems such as how to make money, how to make money, how to sell products, how to design prices, how many combinations of goods to make stores profitable, etc., Tonglu Quick Construction will also provide some consulting services. "Although the proportion of business is relatively low, it is an indispensable link. At present, one-third of customers will offer to add value.
According to Xiao Rongxu, vice president of Longrun Tea, a listed company, Tonglu Quick Construction not only provides resources, but also provides strategy. The company has invested a lot of time and experience in investment in the past four or five years, and the effect is still not very satisfactory after the expansion of the market scale, through cooperation with them, designing a new category of officeTEA for the office market, and implementing a new market investment strategy, the enterprise has undergone earth-shaking changes. ”
Lin Han said: "Channel profitability (mainly refers to how franchisees and agents make money) is the most core link in the price chain, enterprises do not make money, franchisees do not make money, which is equivalent to the loss of franchisees, and the channel value chain is destroyed." Tonglu Quick Construction has set up 70 or 80 dedicated channel experts to do research, all of whom are senior corporate officials, marketing directors and/or consulting agencies.
Although on the surface it seems that the "food and clothing parents" of the fast construction of the passage are upstream enterprises, the real purpose of Lin han is to cultivate investors in the long run. By helping investors find high-quality projects to gain investor trust, the ultimate goal is to solidly aggregate investors into the channel to build quickly. Lin Han told the truth: "Although the fee is now charged to upstream enterprises, 80% of the focus of the channel fast construction work is not on upstream enterprises, but on serving downstream investors." Do more value-added services around them."
After the investor group is mature and the number of members reaches a certain order of magnitude, the final business model of Tonglu Quick Construction will be extended, such as the Alibaba-like model, which charges 5,000 yuan to 10,000 yuan a year to the investors who are counseled. "Initially, it is free for investors, but in the future, it will be charged at both the enterprise and investor ends, especially the lower end of the key development." Lin Han has set a long-term plan, which shows that ensuring the quality of the investment projects can be extremely important for the next step of the development of the fast construction of the channel.