The hometown of Jumeiyoupin's entrepreneurial story is Zhongjiang County, Sichuan, and Jing was born in Deyang. 1983. When I was young, Chen Ou Primary School won the Chen Ou Prize many times as a student, and graduated from primary school and went directly to the second grade. /kloc-at the age of 0/6, Chen Ou stumbled upon Deyang's full scholarship program. Chen Ou was admitted to Nanyang Technological University with a full scholarship.
I study computer in Chen Ou University, and my hobby is making money. Play games and competitions. Like most college students now, Chen Ou often participated in game competitions during his college years. But the difference is that other contestants regard playing Warcraft as their life, and Chen Ou only takes time to practice three or four days before the game. The best result is to get the top three of Warcraft in Singapore. Chen Ou quickly discovered business opportunities by participating in game competitions, which enabled Chen Ou to establish GGgame, a world-leading online game platform.
200 1, studying at Nanyang Technological University in Singapore, majoring in computer science. In 2006, when he was a senior in Singapore, he started the online game GGgame in Battle Platform with only one notebook. At that time, Shanda Fang Hao wanted to enter the Southeast Asian market, but the version was poor. GGgame has attracted a large number of gamers in a short time, making it one of the largest game battle platform outside China.
In 2009, Chen Ou found himself out of step with the company, so he sold the company. When GGgame developed well, Chen Ou decided to study for an MBA at Stanford University to expand his knowledge. At the same time, studying at Stanford University made Chen Ou know his second business partner, Dai Yusen.
In July 2009, Chen Ou returned to China on the third day after graduation and started his second venture. With a brand-new project, he found Xu Xiaoping, an angel investor whom he had not contacted for two years. As early as one day in July 2007, Chen, who was still studying at Stanford University, returned to Beijing to raise funds for entrepreneurial projects. Introduced by a friend, Chen Ou met the most important entrepreneurial mentor in the future at Beijing Cuigong Hotel? Real angel investor Xu Xiaoping (one of the founders of New Oriental Education Group). After drinking a cup of tea at Beijing Cuigong Hotel, xu teacher decided to invest in his game. But this time I didn't take xu teacher's money.
Two years later, when Chen Ou graduated from Stanford and returned to China to start a business, Chen Ou met Xu Xiaoping again at China World Hotel. Xu Xiaoping invested $654.38+$800,000 in the project in Chen Ou, and gave Chen Ou's team a house as office space. Dai Yusen, the younger brother of Stanford University, also gave up his degree and returned to China to follow Chen Ou. Chen Ou chose the game industry and established Reemake Company. Entrepreneurial project is to build advertisements in social games. People soon found that the foreign model they turned to didn't work in China.
Chen Ou found that most female consumers in China are not confident enough to buy cosmetics online. In mature and successful Chen Ou and successful Chen Ou, there are no leading enterprises in online cosmetics industry. Cosmetics is a new world. He summed up three things? Feasible conditions? . First of all, it is an indisputable fact that e-commerce is developing rapidly in China. Secondly, there is a great demand for cosmetics, but there is no credible cosmetics website on the market; Finally, I gave myself a chance to do this industry that other men are embarrassed to do. There was a fierce quarrel between the partners. Chen Ou wants to be an e-commerce, and Dai Yusen proposes to be a community. Just as they were arguing here, there was a group buying craze in China. Chen Ou proposed to play through group buying first, and to feel it step by step. As the company's working capital is only 300,000, it took two days to get Tuanmei. Com (the predecessor of Jumeiyou) was launched, while continuing the game advertising business.
20 10 March 3 1, Tuanmei. Com was launched as the first professional female group buying website in China. Word of mouth with the image of authentic parity has made rapid development in a short time. On September 9th, Tuanmei.com officially launched the top-level domain name and changed its name to Jumeiyoupin, becoming the leading limited-time discount shopping platform for women's fashion in China.
Chen Ou bought out the cosmetics of the agent, stored them in the warehouse and sold them in the form of limited time group purchase, and the price was 40% lower than that of the specialty store. In May of the same year, Chen Ou completely stopped the previous in-game advertising business, and at the same time received an investment of 2 million yuan from Xu Xiaoping. After the launch of Tuanmei. Com (the predecessor of Jumeiyoupin) performed unexpectedly well, and the number of registered users exceeded 65,438+10,000 in less than five months. 20 10 September, Tuanmei. Com was renamed Jumeiyoupin. Jumei and Adult Beauty? The significance of sales reaching 20 million yuan in the same year. 20 1 1 in March, the company's total sales exceeded10.50 billion less than one year after its establishment, and it also received tens of millions of dollars of investment from Sequoia Capital. In May, Jumeiyoupin was transformed into a cosmetics B2C website in the face of group buying.
20 1 1 When the board of directors asked Chen Ou to speak for Jumeiyou, which he founded, he was very hesitant. Xu Xiaoping, an angel investor in Chen Ou, encouraged him, and finally he decided to give up his life [14]. On February 2nd, he participated in an interview with CCTV 10 "Infinite Innovation", and on the 23rd, he participated in CCTV 10 "Infinite Innovation". 2011March 27th? August 4th, 20 13 participated in the BOSS group of "If You Are the One" of Tianjin Satellite TV. In May, I was interviewed by Phoenix Satellite TV. In August, he participated in the Weibo jury of Hunan Satellite TV Super Girl 7 into 6; 65438+1October 2 1 participated in Hunan Satellite TV's "Everyday Up" as a program guest.
At the end of 20 12, Jumeiyoupin released the second advertisement. In that 1: 39 scene, Chen Ou played an entrepreneur, who was questioned, attacked and discredited by the outside world? Just because you are too young. Finally, he rose to his feet, smashed the glass in front of him, simply bandaged it, and continued to step on the glass slag. Even if you are black and blue, you should live beautifully. ? Everyone remembered this number and named the nine lines in the camera? Chen Ou's body? . ? Chen Ou's body? It quickly became popular on the Internet, and the imitation craze was on the rise. Chen Ou's Sina Weibo fans rose from 6,543,800+0,000 to 6,543,800+0,540. 20 13 February 20th, Chen Ou? The two-word Baidu index soared to 40000. Get together? 、? Chen Ou's body? The comprehensive index is 30000-40000.
Chen Ou's successful case of starting a business: Before the age of 25, he earned the first bucket of ten million dollars, but this does not guarantee that his next road will be smooth. Can we not talk about Liu Lili? Chen Ou, sitting in his office, told reporters what happened two months ago, and he still has a lingering fear.
The video of Liu Lili, a job seeker, being questioned by the host and guests, which originated from Tianjin Satellite TV's live job-hunting program "If You Are the One", caused an uproar on the Internet. Many netizens questioned the host and guests, thinking that they were rude to Liu Lili. Chen Ou was one of the recruitment guests present at that time. At the show, he asked? May I know something about your family? It is also considered vicious and has ulterior motives.
20 12 65438+ 10/0/3, Chen Ou apologized to Liu Lili at the Weibo.
? I always thought that I was a project participant and knew more. However, at my friend's suggestion, I carefully watched the video on Weibo, and after watching it several times from a bystander's point of view, I really felt that job seeker Lily was wronged at the scene. Now I can understand why so many friends are angry about it, and my questions at the scene seem stupid. I apologize to Lily. Job seekers are vulnerable groups, which are more important than criticism, support and care. ? Unexpectedly, the apology did not bring him peace and understanding, but made him a bull's-eye, and the drool on the Internet was overwhelming.
? The problem is that I am not the protagonist of this incident, but I became the protagonist when I apologized. ? Chen Ou some helpless? Sometimes just because you may be an idol, more people will jump out if something goes wrong. ? He couldn't help reading those comments and naked personal attacks on the Internet, but he couldn't help it, especially when some users left angrily? Never go shopping for Jumeiyou again? After this sentence, he felt the distress of a public figure.
The 29-year-old Chen Ou realized for the first time that the star coin has two sides: it is usually bright and shiny, and once it happens, it is very likely to be beyond redemption. ? The following summary is whether to keep a low profile. However, three or four months to see this matter is also a fortune. After experiencing things, grievances and depression, our hearts will become stronger, and we can't overcome this kind of thing in the future. ?
Chen Ou learns from Zhang Chaoyang.
20 1 1 At the beginning of the year, when the board of directors asked Chen Ou to speak for Jumeiyou, which he founded, he was very hesitant. ? I did some interviews on 20 10, but I didn't officially say that I would throw caution to the wind. Later, the board of directors discussed, especially that Mr. Xu Xiaoping wanted me to stand up, but other investors said that I didn't want to stand up and hoped that I would spend more energy on my business. But xu teacher said I must give full play to my advantages, and then I stood up. ? Chen Ou said that his angel investor, Xu Xiaoping, also gave him an example of the first generation Internet entrepreneur, Zhang Chaoyang, who successfully promoted Sohu's popularity at a very low price through self-branding.
? I'm not too embarrassed to do CEO marketing around me. People will say I show off in an ostentatious manner. I am very good-looking. ? Chen Ou said that he is a low-key person by nature and doesn't particularly like to show off. In addition, there is a saying in China that the gun hits the first bird. But then I thought, I'm the CEO. I'm not going to hell. Who is going to hell?
At that time, the dual endorsement mode of Chen Ou and Han Geng in the subway was enthusiastically sought after, and he personally went out to shoot for the company? Speak for yourself? Advertising caused a strong * * * after 80, and it started on the Internet? Get together? Imitate heat. Chen Ou continues to appear on Hunan Satellite TV? Happy girl? , Tianjin Satellite TV? It must be you? Also participate in famous entertainment programs with star entrepreneurs such as Zhang Chaoyang? Go up every day? Who is Zhang Chaoyang in the program? Cute hipster? , Chen Ou is? After the 80s, upstart entrepreneurs? .
At first, Chen Ou felt good. Very high, I suddenly became a celebrity, and later found out that it was not a good thing. I feel very uneasy. Moreover, cosmetics itself is a very sensitive category, and others will question whether the products you sell are true or false, which may affect your personal reputation; Moreover, it has a great personal constraint on the CEO, and people will pay attention to everything they do, and they will scold you a few words on the Weibo if nothing happens. ?
Under the harsh rules of high e-commerce promotion cost, entrepreneurs become celebrity spokespersons, saving a lot of advertising fees for Jumeiyou products. ? It really saves a lot of money, and it is estimated that it saves 1 100 million advertising fees. ? Chen Ou said that the proportion of marketing expenses of Jumeiyou products is very low in the industry. After several times of advertising and marketing, the sales volume of Jumeiyou products has almost increased by ten or twenty times. Chen Ou even boasted that? This is the best e-commerce advertisement in the electric business circle after Han Han's Vanke advertisement. ?
? Paying attention to the media coverage of these things is equivalent to helping us do a lot of marketing and communication, which is valuable. Consumers are more willing to remember and spread a flesh-and-blood entrepreneur than a company. ? Chen Ou said that Jumeiyou spends much less on promotion than its peers spend 30% ~ 40% of their income every year.
? Most of my users visit directly, not buy, so the composition of Jumei's user traffic is very healthy and benign. ? 20 1 1, the turnover of Jumeiyou products is nearly 1 billion, which is nearly 15 times higher than that of 20 1.
Chen Ou concluded that Jumei's success today is basically attributed to word-of-mouth marketing and CEO marketing. Prior to this, Taobao cosmetics stores and cosmetics B2C such as Tiantian.com and Fifth Avenue have taken root in the market. ? Rather than taking the lead, it is better to say that Jumei quickly cut in with the group buying model and took advantage of the stage. Everything behind it was implemented and marketed by itself? .
More than a year later, has Chen Ou finished? Early happiness, later depression, and later indifference? Psychological clearance. ? What you enjoy is the sense of accomplishment brought by the enterprise, so you must bear the pressure of others 100 times or more. This is your choice. ?
He even analyzed his experience of building a personal brand to reporters. ? Judging from the marketing effect, it is definitely better to go to entertainment programs, such as every day, because the users of Jumeiyou products are very consistent with the audience of Hunan Satellite TV. But if it is the CEO's personal brand building, finance and public programs are more suitable. ? Chen Ou said that CCTV's financial programs can help him build a brand, while Hunan Satellite TV has brought sales to the company.
? For the company, you still have to sacrifice yourself, and entertainment programs still have to be on. If the company develops to a certain stage, as CEO, I can fade out of the stage and retreat behind the scenes and give it to the spokesperson. ? Chen Ou said that he now works overtime until late every day and goes home after work. There is nothing to catch.
Chen Ou borrowed Xu Xiaoping's fame.
Chen Ou got his first bucket of gold in Singapore. In 2006, he was a senior in Singapore, and together with his younger brother Liu Hui (now co-founder of Jumeiyoupin and vice president of R&D), he founded Garena, an online game in battle platform. At that time, Shanda Fang Hao wanted to enter the Southeast Asian market, but the version was poor. As a veteran gamer and programmer, Chen Ousi thinks that since the market is not mature and Fang Hao's products and localization are not well done, it is better to do it yourself.
Until now, Garena is the best online game platform in Singapore. During Chen Ou's administration, 654.38 million people were online at the same time, with 400,000 to 500,000 people at the peak. By the time he left, he made money by selling value-added services to players. The profit is not much, but it is basically flat.
From the beginning, Chen Ou was blocked by his parents. My parents in Sichuan learned that Chen Ou started a business in Singapore, and only the users didn't make any money. My parents started to persuade by phone, and then they simply went across the ocean to persuade, hoping that Chen Ou would change her mind. They are all civil servants, and their expectation for Chen Ou is to become a doctor. ? Parents feel ashamed to start a business and do nothing. Starting a business is a sign that they can't find a job. ? It was not until later that Chen Ou withdrew from Garena and exchanged his shares for real money that they began to support his son's decision.
After graduating from Singapore University, Chen Ou decided to apply for an MBA from Stanford University.
? At that time, I saw that many terrible projects could be financed. At first glance, the founders are MBA students from Stanford and Harvard. Later, I summed up that the MBA financing of these two schools is relatively easy, but I can't get the money because there is no Stanford MBA. ? Chen Ou's decision is entirely to prepare for starting a business.
Stanford applied. At first, Chen Ou wanted to study for an MBA degree and manage Garena Company remotely. Liu Hui was still in the company.
But remote control is not as simple as you think. Garena brought in a professional manager, and at the same time, because it was too far away, Chen Ou could no longer control the company. In mid-2008, he sold his shares and got tens of millions of dollars in cash. ? For a 24-year-old young man, this money is enough. In the next 10 years, he can support himself without working, and he can also better pursue his dreams. ? Chen Ou said. Just one year later, Garena accepted an investment of $0/0 million from Tencent/KLOC.
At Stanford University, Chen Ou met Dai Yusen. The latter stayed in Stanford for three semesters and was taken back to China by Chen Ou to start a business. Liu Hui also sold his shares in 2009, and at the same time gave up his unexercised options worth $654.38 million +0 million to follow Chen Ou back to China to start a business.
This is one of the few enterprises that has a relatively healthy founding team from the beginning. Chen Ou has technical experience and is good at financing, strategy and market. Liu Hui is the technical director in both entrepreneurial projects; Dai Yusen is a good visual designer. ? We can do everything from product, visual design, technology realization to promotion, and we are a highly complementary team. ? Liu Hui said.
During his stay in the United States, Chen Ou began to prepare his business plan for returning to China, and finally chose the business model of in-game advertising. He began to return to China and contact with investors, and finally got an investment of $6,543,800,000 from Xu Xiaoping.
As early as the end of 2006, when Chen Ou was looking for investors for Garena in China, he got to know Xu Xiaoping through the introduction of Guo Quji, the founder of Lanting Jishi. It has been two years since Chen Ou found Xu Xiaoping in China for this entrepreneurial project.
? Angel investors will be more glamorous when they invest money. Start a business with your own money, others will think that you may not be able to find a job and have no money. Taking angel investors' money is an amplifier, and it will be easier to find a round in the future. ? Looking for Xu Xiaoping, Chen Ou is considering each other's reputation.
Over tea, Chen Ou told Xu Xiaoping about the business plan. ? To tell the truth, that project is difficult to explain clearly. I talked for a long time. Advertisers, game companies and gamers are engaged in a chain and a systematic project. Xu teacher, also a well-known investor, pretended to know a lot and gave me 1.8 million dollars. ?
The true story of Lei Jun
Reemake, a game advertising company, was born in China, and soon met with acclimatization. A few months later, there was only 300 thousand left on the company's books.
Chen, Liu and Dai are in a residential building near Huang Zhuang, Haidian, thinking about the way out all day. They don't have the courage to give up their original business completely. Chen Ou feared that it would be too risky to stop completely. Let's try the cosmetics group purchase business first. At that time, they tried a lot of things, and the only goal was to keep the company alive and find the next direction.
Cosmetics group buying was considered by them to be something close to money, which could make the company survive, but whether it could be bigger or not, the three didn't know at the time. It took them two days to establish Tuanmei. Do some simple promotion on the internet to see if they clicked. If anyone buys it, add the list. The result is very good, and some consumers are really willing to buy it. As Tuanmei.com consumes more and more manpower and the possibility of making money is much higher than the original project, they decided to concentrate the strength of the whole company and transform into cosmetics.
? At the beginning of the transformation, several old men were selling cosmetics, and we felt a little embarrassed. Later, I thought that if we were embarrassed, others would be embarrassed, so we had a better chance. Later, it was found that all the cosmetics group buyers were men. ? Chen Ou said.
20 10 February, Chen Ou applied for the cradle plan of Yajie Chamber of Commerce with the idea of expanding contacts and facilitating financing. It was Lei Jun who interviewed him. Chen Ou passed and became a student of Lei Jun.
? Lei Jun later told me that when I saw my entrepreneurial project, I felt super unreliable, but after reading my resume, I felt that people were quite reliable, and finally I was reluctant to leave me. ? Chen Ou said.
Lei Jun once told Chen Ou three things, which made him feel benefited a lot: to be something with a large enough market, not something he likes; Do the right thing at the right time; Early low-cost and high-speed expansion.
Group buying conforms to these three points, which Chen Ou once thought was the best business model? Advance payment, 30 days later to the merchant, good cash flow. But at this time, there are already 36 group buying companies and VC group buying companies in the market, and the market is already a red sea. With the B2C gene of warehousing and logistics which started earlier, Chen Ou has transformed again, followed by Tuanmei.com? Thousand regiments war? Take it out and turn it into a cosmetic B2C Jumeiyou product. 20 1 1, Jumeiyoupin received a series A investment of 6.5 million US dollars from Sequoia Capital.
Like his own personal brand, Chen Ou has always been very concerned about Jumeiyou's brand. Strictly control the shopping experience and purchasing channels.
Chen Ou is committed to improving customers' shopping experience. Jumei promises consumers to return goods unconditionally within 30 days, even if it has been opened. ? This has never happened in the whole field of cosmetics e-commerce in China, so we want to break this tradition, because in the United States, consumers can still return products even if they use them. As long as you are not satisfied, you can return it. ?
This crazy idea was put forward by Chen Ou. Dai Yusen's first reaction was? Isn't that cool? At the same time, I am also worried that there will be risks in the actual operation process. Finally, in order to win the reputation in the user experience, this risky policy was implemented. It turns out that it is very helpful to improve the user experience? .
The increase in scale has changed Jumei's right to speak in front of suppliers. Start from scratch? Not easy to get the goods? , enter an accounting period. They also extend their business chain and develop and produce their own brands, such as cotton pads, cosmetic brushes and other consumer goods. These are beatings? Jumeiyou products? Labeled products not only strengthen the brand image, but also make them find it unexpectedly? Sales greatly exceed other brands.
In Chen Ou's view, discovering private brands is the future trend of e-commerce. ? Because you can't always sell other people's things, owning your own things will make you live better. First, the profit margin is higher, and second, the supply chain is controllable. ?
At present, Jumeiyou is preparing to build warehouses in Shanghai and Guangzhou. Because cosmetics cannot be transported by air, it takes a long time for goods to be sent from Beijing warehouse to Shanghai and Guangzhou, which seriously affects the user experience. After the warehouse is divided, Shanghai and Guangzhou can also deliver the goods on the same day or the next day.
Not long ago, Chen Ou just celebrated his 29th birthday. He thinks this birthday is different from before. Feel more responsibility and pressure? .
? Compared with Ma Hua Teng, who created the instant messaging era, Ma Yun created the myth of e-commerce, and we could not have the opportunity to do a very big thing at that time. But perhaps Jumei may have grasped the era of fashion and beauty. I think there is still an opportunity. ?
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