The picture shows Sun Hao (middle) taking a photo with the interview team of Orange Club.
Change is a very difficult thing. Everyone has a dream, but few people start a business. When an enterprise makes money, it is more difficult to make changes through transformation, because your business is growing and the situation after transformation is uncertain.
On April 17, Sun Hao, the founder of Quzhou Dreamer Company, was interviewed by Orange Club and told his entrepreneurial story: when he started his business, his annual income exceeded 60 million. ...
The following is an interview with General Manager Sun:
1. Entrepreneurship story: stepping on the WeChat bonus period, it sold 4 million in half a year.
20 15, 165438, 10 founded the dreamer. This company specializes in agricultural products. In the past three years, the company has developed really fast, because we stepped on the bonus period of WeChat.
At that time, by chance, I found a message: a business spread very fast in WeChat. This information surprised me. Why? Because the news came from Heilongjiang, it is really incredible that it can reach me from so far away.
Pictured: Bagging agricultural products
So I want to use the channel of WeChat to start research: What products are easy to spread on WeChat, and in what way?
During my research, I found that not all products are suitable for spreading fission on WeChat, and some products will be broken if passed down. Sometimes communication is broken when the right people can't be found. Effective communication requires a good match between products and people. This process cost me a lot of energy.
It took about three or four months, and the WeChat communication mode was opened. The result greatly exceeded my expectation: a self-made enterprise achieved a turnover of more than 4 million yuan at the end of 20 16 in only half a year.
At that time, I went through the process first, and when I actually did it, the company had three or four customer service. This is really explosive growth.
But in the whole process, I was still in pain, because when I started my business in June 15438+0 1, I had 200,000 yuan on me, and by June 16, I had thousands of dollars left, because all the money was spent. If this model doesn't work and the project doesn't make money, I guess I'll pack up and leave.
2. The turnover increased from more than 20 million yuan to more than 60 million yuan.
I am a member of the Orange Society KA05 16. 20 17 Listening to Liao Ju's lecture in Hangzhou for the first time shocked me so much that someone could explain the community business model in such a systematic and detailed way. One sentence impressed me deeply: WeChat matrix locks customers, product system realizes customers, customers turn into members, and members upgrade partners.
Before I entered the orange club, my thoughts about the community were very fragmentary and I didn't have a systematic understanding, because we mainly did front-end drainage and retail, and how to plan in the future was actually unclear. 20 17 with the rapid growth of the company, some systematic process problems gradually emerged.
After listening to Liao Ju's class, I learned how to further the relationship with customers, and made it clear that I would develop in the direction of membership and partnership. In view of the membership system, we have made detailed design and adjustment along the upgrade route of customer relationship between customer, member and partner:
1. Customer service. Strengthen training, through the system, to promote customer relations to members;
2. Membership system. Design the rights and interests of members, including how to convey the sense of ceremony to customers;
3. Product system. How to design the price system, how to buy periodically by customers, and how to match the packages from low-priced items to high-priced products. ...
The most direct impact of learning oranges is that the overall customer unit price is rising: before, our average customer unit price was between 100-200 yuan, and now it is 300-500 yuan, which has increased a lot of orders of 2,000-3,000 yuan, and even orders of 10,000 yuan have appeared.
The growth of turnover is also very obvious. 20 17-20 18, the company's turnover increased from more than 20 million to more than 60 million.
Pictured: the product in the package.
3. Product design: to solve the "strong fear" of customers.
Many agricultural products give people the feeling that you can buy or not. The difference between us and other agricultural products enterprises is that we are thinking about how to make a product that customers feel compelled to buy!
For agricultural products, the driving force of delicious safety is not strong enough. We need to use something less human to push customers to buy.
Pictured: Packages waiting to be sent.
What are people's basic needs? Something that scares people. For example: hair loss will make people look old and ugly, I can't let my hair be less; When the weather is hot, there are few clothes and the figure is not good. Everything looks ugly. I have to lose weight ... the underlying demand makes people feel strong fear and will push them to buy a series of products to solve the problem.
At present, our product system mainly focuses on the study of "love beauty", including slimming, hair loss, weakness, stomach diseases and so on. , to tap the bottom needs of customers, suit the remedy to the case, and extend a set of solutions to the needs in the form of "food supplement".
For example, we designed a gradual system from snacks to slimming products:
Snacks are on the first floor. Because snacks are delicious, customers usually eat snacks. But these snacks will gain weight.
The second layer is grilled fish with shrimp, or beef jerky with passion fruit tea sauce. These things don't help to lose weight, but they don't gain weight, and they won't gain weight after eating them.
The third layer is slimming products. Products with slimming effect advocate a healthy lifestyle.
4. Question: Change the business that is making money and establish a membership system.
The main problem of the company now is the construction of the membership system. The reason for the difficulty is that change itself is a very difficult thing, especially since this business is still growing and making money.
Pictured: the product warehouse of Sun Zong's enterprise.
From 20 18, the dividend period of wechat gradually faded. Our previous method of obtaining traffic gradually failed, and we hope to obtain high-quality traffic through referrals, which is inseparable from the membership system.
Only by building a membership system can the customer relationship among customers, members and partners be progressive; Only when the membership level is designed can the benefit distribution ratio be set.
After the members get through, the personal number transaction will be transferred to the platform, which involves changes in trading scenarios and consumption habits. There is a psychological acceptance process for customers to change their consumption habits, which is risky to some extent.
Building a membership system is a running-in of a person, a software system and a company model, which will encounter various problems and require a lot of time to coordinate and match.
We are lucky because we have community genes. At this stage, I just want to be a member system, which coincides with Liao Ju's "community business model" and naturally comes to this step.
Some enterprises are leaps and bounds. After class, their boss may need to set up a WeChat retail team and adopt a new system. This kind of leap is relatively large and it will be relatively difficult to accept.
At the beginning of my business, like many people, my purpose was to sell goods. But when you start a business to a certain stage, your cognition will change. Later, the more I feel that making money is a by-product, the more I think about hard goods. To a certain extent, the difference between bosses lies in their way of thinking, that is, their views on problems, which in turn can let you basically judge which stage his enterprise is in.
For our company, now and in the future, what is more important is how to carry out systematic operation, how to adjust the strategic level and how to optimize the model ... In 20 19, the company will make more elaborate and perfect adjustments to the membership system according to Liao Ju's methodology and business practice, and I believe that the turnover will be further improved on the basis of last year.