Enterprises doing B2C e-commerce will generally think of doing their own DM catalogue (direct investment catalogue) when they develop to a certain stage, which can not only improve sales accuracy, expand business volume, but also reflect corporate image. The beautifully printed DM catalogue gives people a feeling of strength.
Bing Han has always wanted to make his own DM directory. This young man from Ankang, Shaanxi, whose real name is Xu Detian, runs a cosmetics website-Left Bank Woman. He also has two other identities, one is the host of Shanghai (Internet) webmaster association, and the other is the moderator of Pai Loan Network.
The monthly sales of Zuo 'an Women's Network has reached 500,000, and the profit is not cheap, but there are less than 50 single products (online sales), which is difficult to support the contents of a DM catalog. More importantly, he hasn't got the investment yet, and he is afraid of burning money.
"DM catalogue is a good choice for investing in accurate customers and expanding business volume rapidly. Exclusive production by the enterprise, the minimum cost is several hundred thousand yuan. However, if you cooperate with a number of companies, you only need more than 3,000 yuan per page, and it is easy for each family to share it. " I finally found this joint plan after thinking hard. He posted hero posts all over the signature file on MSN, and hung up the appeal of "recruiting 30 B2C companies to push 65438+ one million circulation online shopping DM". Not long after, the response was very enthusiastic and the process was smooth-"We will jointly launch the first DM catalogue in the near future." Bing Han told the reporter of "Online Business".
Left bank model
Cold entrepreneurship is similar to many e-commerce companies. After accumulating some experience in a certain industry, they put the model on the internet.
The major of ice cold has nothing to do with e-commerce and cosmetics. First he studied animal husbandry and veterinary medicine in Yangling, Shaanxi (known as "China Agricultural Silicon Valley"), and then he studied aquatic biology in Shanghai Fisheries University (later renamed "Shanghai Ocean University"). When he graduated, he gave up the opportunity to return to Shaanxi as a civil servant and applied to a cosmetics company in Shanghai for sales. After 2006, e-commerce, especially B2C e-commerce, a single spark can start a prairie fire, and Bing Han decided to establish his own e-commerce network. In August 2007, the left bank woman came into being.
Bing Han said that when the company was founded, there were only two "employees", he and his lover, and the starting place was in his own home. In order to find enough suppliers, they often spend more than 12 hours online every day.
A year later, the business of women on the left bank gradually improved. "The left bank is synonymous with elegance, intellectuality and taste. The goal of Zuo 'an is to become a first-class online beauty and skin care mall in China, which can help users solve skin problems, be trusted by users, and sell safe, effective and cost-effective skin care and beauty products to users. In 2009, Zuo 'an Women was named the best beauty and makeup mall in China. According to monthly statistics, the customer return rate is as high as 55%, and the average customer satisfaction rate is over 90%. "Bing Han said that there are now nearly 20 employees on the left bank, and the number of commodity categories has also grown to about 50.
The products that bring profits to the left bank are the most familiar pearl cosmetics. "The profit rate contributed by two independent brands has reached more than 40%, which was originally more than half," said Bing Han. "My Yongweitang pearl powder and pearl beauty series, botanicals natural essential oil and plant pure dew series have been sold abroad; And I am also some overseas brands, such as the first brand of German mask, Xuebenshi, and the network generation of China. "
"Not all products are sold on the left bank, and I hope to always take the boutique route." Bing Han said that in addition to selling products, the left bank will also provide services such as beauty information, diagnosis and retrieval. "As long as users can really become beautiful, making money is a matter of course."
The ladies who bought cosmetics on the left bank found that the goods they received were beautifully packaged, with a sample cosmetic and a letter attached. In addition to thanking them, the letter also suggested that users use the samples first and return them if the effect is not good. This service has won many repeat customers on the left bank. "Traffic, conversion rate and repeat purchase rate are the most important indicators for e-commerce, and repeat purchase rate is the most difficult to achieve."
The left bank aims to make a brand fire a brand, and implements intensive cultivation and three-dimensional deepening. "A brand cooperates with a well-known integrated e-commerce, and only repays 1000 per month, and the left bank far exceeds them. We mainly sell less than 20 kinds of goods, but we have achieved a monthly sales of more than 500,000, which is incredible to many people. "
In this way, left bank products are sold to the whole country through two independent B2C shopping malls and 170 online authorized chain stores. It is getting easier and easier to negotiate with suppliers on the left bank.
Now, Bing Han turned his attention to "domestic products". "I will promote domestic products more in the next step. I have signed a batch of well-known cosmetics in China, which will be launched soon. For example, Deng Gong almond honey lotion and Yongmei lotion are cheap and easy to use, but the market is shrinking due to insufficient advertising. We hope to revitalize these brands and introduce really good products to users. "
While expanding the supply chain channels, Han Bing began to straighten out the sales channels, and the Great DM Plan came into being.
Large DM plan
"DM is good, but the cost of design, printing and delivery is high, and it takes many rounds to produce the ideal effect. It is difficult for enterprises to achieve a certain order of magnitude exclusively, and they will also face the problems of low conversion rate caused by fewer categories. Therefore, 30 merchants are invited to jointly produce DM, and the cost of each is only about 5% of the exclusive production. The number of successful launches is 6.5438+million, and the cost per page is 3,906 yuan. " Ice cold is described in DM "Bidding Document" jointly purchased online.
"I've always wanted to use DM to promote it, and McCawlin, Youpin, Red Kids and Youyou have all done so." Chen Naiyong was one of the first people to deal with a cold. He is the shopkeeper who loves \ \ \ \ \ Smama in the first store of maternity clothes on Taobao, nicknamed "Uncle Pregnant Woman". "The reason why I didn't do it, I can think of it with my toes. For example, the category is relatively single, and I can't afford a DM; For example, DM spends a lot of money, but playing small has no effect, and playing with big thresholds is high ... The best way is really to take the road of alliance. "
Besides Chen Naiyong, Ceng Yongtao, co-founder of Pearl Beauty Network, An Wenjun, founder of Home Textiles, and Ganzhou, the boss of Oleno, also responded. One after another "claimed" pages, feeling that Han Bing has found the excitement of B2C enterprises.
Bing Han quickly formed a team to be busy with this matter. He called the whole project UCShopping, which means "joint online shopping and joint online shopping". The plan has also been gradually implemented: DM distributed 654.38+million copies nationwide to women aged 20-30, covering women's shoes, sports shoes and clothing, skin care and beauty, luggage accessories, jewelry, tea, creative home, home textiles, digital home appliances, mother and baby, children's toys, automobiles and other e-commerce industries, and introduced 2-3 types of home appliances in each category.
According to Han Bing's calculation, if the once conversion rate of DM catalog can reach 2%, then the comprehensive conversion rate after multiple launches can reach 10%. What's more, the design and production of DM are pleasing to the eye and readable, and the chances of saving and reading will increase a lot.
These schemes are really good, but how to accurately locate the target audience? This is the place where the participating e-commerce companies have the most doubts. But after reading the accurate sales catalogue produced by Bing Han, they were completely convinced. "Confidential, I can only tell you the information of a third party." Bing Han sold a imprison to the reporter of "Online Merchant".
In fact, Bing Han has a bigger DM plan in his heart. It is only one aspect of this plan to promote the left bank women's network and participate in the product sales and brand building of merchants through DM catalogue. "If this DM is successful, it may attract more e-commerce companies to participate, but for the latecomers, the charges may not only be cost accounting, but may also be able to' overcharge three to five fights'. This DM catalog plan should also be able to operate independently and become a profitable unit on the left bank. "