From line to line
E-commerce from the initial vacuum, bud to develop, the outbreak, and now to a competitive era, the beginning of competition
Ye Haifeng, Huanggang, born in 1976. In 1997, after graduating from Xi'an Institute of Textile Science, the University assigned to the Jiaxing. "National talent flow, the coastal direction is a very good job, many textile and garment enterprises in Jiaxing, Jiaxing on to."
"State-owned enterprises spent a year and a half, slowly from the shop technician to do business, closed down, I will start his own business." He borrowed 10 million registered a company specializing in sales to foreign-based luggage company.
"Through the exhibition, the Internet, looking for clients, mainly European clients, are some small business from scratch, so that the scale of tens of millions a year probably."
In 2007, Ye Haifeng think the future of this traditional industry, there is no prospect, he saw an opportunity to the Internet, decided to join the e-commerce. "Traditional industries to foreign trade would be weak to fall and the new direction in where? The first is the domestic market, more promising than the foreign trade; second is the e-commerce, more opportunity than traditional business."
He sold the factory to give up tens of millions a year's contract, and turned to make their own brand. With ten years experience in manufacturing bags, Ye Haifeng of China set up a B2C platform luggage industry first - wheat bags, from exports to domestic sales, from line to line, from low value-added to make the brand.
May 2007, wheat bags VISCONTI Group, the Italian brand for a century strategic investment. "VISCONTI is our angel investors, it is traditional business customers, doing brand, give us some help, consider these, it is saying."
Web site operators early the next day is only 10 single-pen, no break for two consecutive months. In the ensuing investigation, Ye Haifeng found that 75% of customer churn in the payment links. September, wheat bags and Alipay, the introduction of secured transaction mode.
"In the beginning, mostly from sales of Taobao. 2008 started slowly advertising, customers will know." Ye Haifeng that wheat bags start doing that online sales, "net" to all passengers, whether it is Relying on Taobao, or to order on your site. "Wheat bag idea is that as long as the packages are sold online where are bags of wheat."
"Wheat bag is a channel for the brand, not a brand, we pass a 'fast fashion', consumers affordable fashion, specifically, 10 percent of monthly income to buy a package, such a platform." Ye Haifeng do not want fashion to become a burden, his concept is fast, light.
In the interview, Ye Haifeng repeatedly stressed the idea, "the idea, there are opportunities I have always stressed, the concept is the core."
He also acknowledged the success of bags of wheat are closely related and e-commerce. "Yes, give us a chance to e-commerce and it has only just begun, I think e-commerce from the initial vacuum, germination to the development of the outbreak, and now to a competitive era, the start of competition."
Ye Haifeng now recall, no hard feelings when the business, but a "three-Chen" in the ring, it tells a slightly bitter taste. Early this year, Ye Haifeng wrote a letter to employees wheat bags mail, which mentioned in only 13 of our colleagues was "three years Chen" ring, "more than three years, we have only a dozen employees, innovation, hard, most people unable to go. "
But he believes that "the summit of happiness, if not painful process, and that happiness is not the ultimate."
This year over 10 billion no problem
In 2009, our performance is 30 million, 2010 is more than 3 billion, over 10 billion this year, no problem. Net e-commerce do not speak, do we put it large
Ye Haifeng said: "first mover advantage, scale, capital-driven, success factors of wheat bags."
Bags of wheat plants, all over the country. Each plant different brands, package plants are doing is forming. "More than 100 factories are joint-ventures, many of which are the original partners, to do for ten years, is now helping us to do OEM."
Wheat bags in Jiaxing, has a storage center in Guangzhou, Jiaxing Yangtze River Delta and the Bohai Sea, the Pearl River Delta, Guangzhou radiation, this year the five sub-warehouse plans to increase Beijing, Chengdu, Wuhan, three, 80 percent of China to achieve geographical coverage next day single, the next day delivery "fast logistics" model. "Warehousing is your own distribution is someone else's, basically, and several major domestic logistics companies, 'one of Stone'."
Wheat bags have a team of nearly 1,000 people,
And is still in enrollment. Not long ago, the former McCaw Logistics VP Miao Li Jiaru Mai bags as logistics, customer service vice president; before Dangdang Finance VP Qiu Yudong earlier this Jiaru Mai bags, as COO; Coach bags China, the former head of quality Walter has been joined at the end of last year as vice president of quality control.
"Walter is the investors to introduce, Miao Li and Qiu Yudong a friend referral. To attract them, the first of the company's future have a good future, and the second company's entire corporate culture is better, mainly in these two areas, so They feel that the future prospects, a sense of security. "
Ye Haifeng respect to the executive level are not income poor, to attract talent not because of what additional conditions, "First, we unanimously agree that the future of wheat bags are the industry leader, the future can be a leading global enterprise. No. Second, the cause is a fashion industry, means that many young people like. "
Wheat bags have been China's most well-known Internet brand fashion bags, luggage e-commerce of China's 100 million for the first scale enterprises.
"In 2009, our performance is 30 million, 2010 is more than 3 billion this year, no problem more than 10 billion e-commerce do not speak the net, we put it to do a large scale."
Just three years, the annual growth rate of 10 times the development, which is both a strength and ambition of the enterprise should not be underestimated. "Our philosophy and direction of the pair. Ma saying, mind Invincible is invincible and we did not put other people as opponents, this is Ma's philosophy of an impact on us."
Ye Haifeng idol is Ma, Ma's courage and dedication of things so that he admired. "Good things to learn. Ma dog, likes to drive a BMW, it is not I want to study, the idol is not copy. Ma affect our generation what it is not a way of life, but a spirit of the Internet has eloped, the king's power to determine what is right for our idol, we Chinese people always have a way of thinking, that a person good, they all are good. Ma disadvantages of this. I have many shortcomings, such as my bad memory, some easy to forget things. "
"Talked about the wheat bags, traditional industrial upgrading and transformation, I could tell you a reference. The other side, my bad temper, this is not the place to learn from others, each person not to think of a great man, not to to the deification of man. "
Ye Haifeng screen name to learn the culture of Ali, Ali's name with the martial arts, he used farm name, he hopes to create are all equal colleagues, including his own, address him by his colleagues, "the sea." He believes that excellent Chinese enterprises inherited a good idea, can learn, learn not copy, must have their own things.
"This industry is all good, you can be good. All good, and can cooperate." Ye Haifeng hope that one day the company has done well, hiding behind his own, no one knows Ye Haifeng, only know wheat bread package.
Tens of dollars a pack to $ 1,000
Chinese consumers are not stupid, and real fashion is to be yourself, for yourself, can carry their own
"China's luggage, with foreign brands, the price gap is the gap, price is not bad." Price gap is basically a luxury-oriented foreign brands, but not everyone can buy luxury goods.
Ye Haifeng think the average consumer of luxury goods to China, one month's wages do not necessarily buy a package, why spend so much money to buy a package?
"Not that the class is not going to this concept is an abnormal fashion." Ye Haifeng said that, like Zara, H & M kind of "fast fashion" brands of hot shows that consumers are becoming more rational. The concept of bags of wheat, 10% of monthly income to buy a package, is also to meet the current fashion.
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