"Three points are destined, seven points depend on hard work, hard work will win", this lyrics aptly reflects the enterprising spirit and cultural temperament of Fujianese "dare to be the first, hard work will win". From ancient times to the present, Fujian people have repeatedly pioneered the trend, fully reflecting the courage and momentum to fight against the tide of the times. This kind of spiritual inheritance has promoted the vitality of Quanzhou's private economy to a certain extent, and has cultivated the character of businessmen who dare to venture and do things.
Quanzhou Poguanzi E-Commerce Co., Ltd. (hereinafter referred to as "Poguanzi") Wang is always from Quanzhou. Quanzhou has produced many famous businessmen since ancient times. He is deeply influenced by the business culture. Going to Europe for further study, I went to a wider world.
Wang Zongnan , General Manager of Quanzhou Poguanzi E-Commerce Co., Ltd.
01 I refused to do Amazon at first
Mr. Wang and his partner met more than ten years ago. The partner’s family has a large-scale factory, which mainly makes shoe brands for some large supermarkets in Europe. During the period in Europe, an overseas branch was established locally, an independent brand was established, and batch supply was carried out.
An Amazon seller once discussed cooperation with Wang's head office, hoping that broken jar products could be supplied to his Amazon store.
But Mr. Wang immediately refused.
"At that time, we were doing offline supply and wholesale. Each order started with 12 pairs, and 12 pairs were a set of full sizes. We did online retail supply and sold one by one. The popular sizes were sold out, and some broken sizes were left. , How do I sell it? I didn’t think about it clearly, so I refused at first.”
The partners think that they can try and test the performance of online sales, maybe they can reach a cooperation with Amazon sellers, which can be regarded as exploring a new sales direction.
02 Amazon, "Really Fragrant"
After comprehensive consideration of cross-border e-commerce , Mr. Wang agreed to put some products on the Amazon store. In the first quarter alone, nearly 10,000 pairs were sold. Seeing the good results online, Mr. Wang and his partners decided to cooperate with this Amazon seller in depth, but the other party refused.
"They have their own product line, which is very stable overall. It is probably understandable that they are worried that our in-depth cooperation will affect the normal development of the store. So we decided to open our own store later."
In 2018, Mr. Wang and his partners established Quanzhou Poguanzi E-Commerce Co., Ltd. Based on their understanding of the European market and experience in offline sales, they differentiated online and offline products, and Poguanzi officially started the long journey of Amazon.
Quanzhou Poguanzi E-Commerce Co., Ltd.
03 From offline to online, some acclimatization
"Although we have 6 or 7 years of overseas offline sales experience, the difference is not small when we move to online."
Relying on the experience of offline wholesale supply to do online retailing, the situation of "acclimatization" appeared in the early stage of the store opening. European countries have very obvious differences in demand in size, color and style .
Style and color size optimization is imperative.
" We never make homogeneous products . We have rich experience in offline sales. I know what can be sold and what can't be sold. I won't be biased by traffic. We only need to start from the demand side and make a good size and style Optimization, the return rate is under control at once. ”
Relying on the high quality of the products, coupled with in-depth research and understanding of the size and style of shoes and boots in the European market, Pojar is on the right track, and has achieved an average return rate of 10% in the shoes and boots category in the hardest hit area .
04 I don’t know how to operate, I kicked the iron plate
"Because of the accumulated business experience in Europe, when I returned to China to build the Amazon team, I always held the mentality of being a decision-maker. At that time, I simply thought that we had funds, a stable and mature supply chain, and then recruited some people to operate the business. Don't you just do it?"
However, unexpectedly, Mr. Wang kicked a big iron plate.
The cross-border e-commerce industry has always been rumored that "7 points depend on product selection and 3 points depend on operation". Mr. Wang is confident that the products are excellent. In addition, there was a shortage of domestic Amazon operation talents and high-quality players at that time. Some "entry-level players" are ready to be cultivated slowly.
Wang is always a pragmatic person. The store has just started, and he hopes to have orders. After placing the order, set a goal of 100 orders. After completing 100 orders, move towards 300 orders. After breaking through 300 orders, Mr. Wang began to care about making money. The operation team reported that there was profit. Mr. Wang was full of confidence and continued to stock up and make great strides.
"The operation team told me that each pair of shoes has a profit. In fact, I am quite satisfied. Compared with our foreign trade or offline wholesale, Amazon's profit is more impressive. But at the end of 2018, I was dumbfounded. , I lost more than one million yuan."
In order to diagnose the reason for the loss of the store, Mr. Wang asked a friend who also worked on Amazon to help sort out the store data. Only then did he find the crux of the problem, mainly focusing on several issues : high ACoS (up to 70%), high operating costs, return rate high.
"I was a novice at Amazon at the time, and I didn't even know what ACoS was. After my friend explained it, I felt a chill down my back."
04 Be the boss, be self-improvement
To forge iron, you need to be hard on your own to lead the team to grow together
At the end of 2018, Pojar faced two choices:
1. When it is broken, it will be broken, stop the loss in time, and cut off the entire project
2. After learning from the pain, the Jedi came back and was reborn with the project
With the spirit of not admitting defeat in his bones, Mr. Wang chose the second way. The goods for the spring and summer of 2019 have already been prepared, and it would be a loss to clear the warehouse. Why not use this batch of goods to bring them back to life.
In order not to repeat the same mistakes, Mr. Wang began to let go of the boss mentality, and led the two warehouse managers to "depend on each other" to learn how to operate Amazon. Whether it's an open class on Amazon's official website, an offline training session, or to communicate with sellers and friends, Mr. Wang is never absent. He balances work and study, and it's normal to be early .
In 2019, Mr. Wang's goal is to survive the summer.
"If the inventory can be cleared and the cost can be kept at the end of summer, we will continue to do it, otherwise we will really give up."
Mr. Wang single-handedly made it through June, survived the difficulties, and started recruiting new people in July. This time, although they still failed to recruit operation experts and were still some Amazon "recruits", Mr. Wang is already a "high-quality student" in Amazon operations, and he will lead everyone to grow together.
05 If you can't break or stand, you will show your true nature of courage
The courage and momentum to fight against the tide of the times
Although in the "China Shoes Capital", businessmen in Quanzhou are mostly engaged in foreign trade, and few people set foot in cross-border e-commerce. At that time, cross-border e-commerce was not very mature, and there were few people involved in it, so there were naturally great opportunities . At that time, the market environment was good, and with the addition of non-homogeneous products, the turnover of Broken Pots increased by leaps and bounds from 2018 to 2020. Starting in 2020, the growth rate began to slow down. By 2021, under the influence of unfavorable factors such as cross-border rollouts, rising logistics costs, and tax reforms, there will still be growth, with annual sales exceeding 100 million. But by 2022, the turnover will be basically the same as that of 2021, and the broken pot will start to enter the bottleneck period and stand still.
"2022 is really difficult. Everyone says that it is a blessing to survive, but it is also a terrible thing to stand still."
Mr. Wang began to realize that in addition to the excellent product quality, market dividends are also a big boost to the good performance in the past. When the market dividend is gradually approaching the normal level, and products and basic operating methods alone can no longer support a high development speed, it is time to consider new directions for product and market layout and refined operation methods.
"If you want to continue to grow your performance, you must either go deep, continue to optimize products, operate stores in a refined manner, and increase market share; or go broad and expand the region."
Right now is the time to stand still. Just like the origin of the name of the broken jar: break the routine, ignite at any time, and explode at any time.
Quanzhou Poguanzi E-Commerce Co., Ltd. corporate culture wall
In terms of market layout, Poguanzi opened the North American station in 2020, replicating the model of the European station, and expanding its volume horizontally. In terms of product innovation, Mr. Wang led the design team to explore new categories, find new growth points and new trend products, guide consumers' minds, and expand vertically. In terms of operation and management, Mr. Wang led the improvement of the team's ability to continuously learn and build a solid foundation, making the team strong enough to support the company to create higher turnover.
Quanzhou Poguanzi E-Commerce Co., Ltd. business team
" In my opinion, the current cross-border e-commerce is already five points on product selection and five points on operations . Refined operations are really important. Looking back now, if I could pay as much attention to operations as I do now in the past two years The process, refined promotion, and refined management team may not be the current volume. But there is always a process in everything, and it is impossible to achieve it in one step. Although the current bottleneck makes people confused, it makes me start Calm down and think about the next direction. I believe that when our "internal strength" level continues to improve, we will do better in cross-border rivers and lakes. "
Mr. Wang's advice to new sellers (knock on the blackboard and write it down quickly)
A pay attention to the return on investment of good funds, the input-output ratio of advertising, and the turnover rate of funds.
B must focus on the overall functional level of the operation team, operating technology, and cultivating internal skills
C Detailed operations are often the most important. It is best to subdivide categories into products, stores, links, and teams, so that professional people can do professional things .
D Do a good job in the control of various costs. In today's environment, the idea of " money is not saved but earned " is no longer advisable.