Entrepreneurship Experience Sharing of Founder of Redwood Furniture O2O Platform

Entrepreneurship Experience Sharing of Founder of Redwood Furniture O2O Platform

Wang Yongxin is one of the founders of mahogany furniture O2O platform. He gave up his million-year salary, resigned from the largest mahogany furniture factory in China and founded the O2O platform for mahogany furniture. In just one year, he has grown to more than 200 branches. Let's take a look at his entrepreneurial experience.

As one of the few O2O projects from offline to online in China, and at the same time in the mahogany industry where profiteering and chaos coexist, Meijia's current success is difficult but fast. From the establishment of the project to the present, more than 200 stores have been developed in more than half a year. Under the entrepreneurial background that burning money has become a habit, the United States and Canada did not spend investors a penny.

The earliest professional manager

At the end of 1990s, when Wang Yongxin graduated from University, China's market economy was in full swing. Like many aspiring young people, he started his career in a garment factory in Fujian from the inland to the southern coast. At present, a considerable number of professional managers in China were trained by Taiwanese companies in their early years, and Wang Yongxin is one of them.

At that time, Guangdong and Fujian concentrated more than half of the garment enterprises in China, and the high concentration of industries led to a large influx of talents and funds. With the rapid development of the industry, enterprises have higher and higher requirements for standardized management, thus attracting a large number of professional managers from Taiwan Province Province to enter mainland enterprises.

From standing posture and speaking ability, to human resources, financial management, and then to production and marketing, Wang Yongxin experienced five years of rigorous all-round training and quickly grew into the first batch of professional managers in China. Since then, he has served as a professional manager of many enterprises in the clothing industry and toy industry. In September 2008, introduced by a headhunter, Wang Yongxin entered the largest mahogany furniture factory in China and stayed there for 8 years.

If the business world is compared to a game, the mahogany industry is definitely one of the most thrilling games. In eight years, Wang Yongxin witnessed the skyrocketing and plunging of mahogany industry. In the harsh market environment, this traditional family-owned enterprise in Zhejiang has gradually moved from simple and extensive management to standardization by helping enterprises to formulate development strategies, improving talent recruitment assessment system and upgrading brand marketing system, which is also the reason why it can hold the top spot in the stormy industry.

However, there is a question that has been puzzling Wang Yongxin: Why does the mahogany industry experience periodic ups and downs?

The truth of mahogany industry

After eight years of industry exploration, Wang Yongxin has seen the truth of the mahogany industry: the market of mahogany has been completely manipulated, and timber merchants are the biggest bookmakers. They hoarded and speculated wildly, which led to the soaring price of mahogany, which was valuable but not marketable. Then the timber merchants sold it at a high price, but the manufacturers had no choice but to take over and take risks.

In Wang Yongxin's view, what are the reasons for the mahogany industry? Money is hard to get in? It is precisely because the market of mahogany in the industry is too difficult to control.

? Commodities worth 654.38+10,000 yuan today may rise to 200,000 yuan tomorrow; The 200,000 goods sold today may cost more than 200,000 tomorrow. ?

Unlike most industries, the mahogany industry pays attention to spot trading. When a shop looks for a manufacturer to get goods, it must pay all the money, and then the manufacturer takes the money to find a timber merchant to purchase goods, and then starts production. It's been months since the store got the finished product. In the past few months, the price of mahogany has gone up and down at any time. In addition to production cost, management cost, raw material cost and interest, manufacturers and stores all bear huge market risks.

At the same time, the chaos in the industry has led to the proliferation of counterfeit goods, and consumers are not only difficult to distinguish between true and false, but also often? Murder? . This is why the mahogany industry is often ridiculed: educated people can't afford it, and those who can afford it have no education. ?

The man who killed the wild boar.

Ma Yun said:? It must be entrepreneurs who kill wild boar, not professional managers! ?

For Wang Yongxin, his career orientation has always been? Become an excellent professional manager? Until June 23rd, 20 14.

? Really good enterprises should not be driven by the market, but should actively promote the benign development of the market. ?

On June 23rd, 20 14, Wang Yongxin handed over a stack of 44-page business plans that he had been thinking about for more than four months to the chairman. This is a pass? Internet plus mahogany? To build a business plan for the O2O trading platform of mahogany furniture, he hopes to end the chaos in the traditional mahogany industry through this brand-new business model. However, the chairman took it and turned it over for less than two minutes, then threw it into the next drawer. Wang Yongxin suddenly? My heart is cold? !

In the following period of time, he repeatedly discussed with the chairman, as long as he could operate new projects, even if he only got a basic salary of several thousand yuan. But the result is always the same perfunctory. Does the board want to discuss it again? .

Wang Yongxin recalled that he could not understand the attitude of the chairman at that time. Why doesn't the company even try such a good model? It was not until he started his own business that he gradually understood the truth: it is difficult for enterprises to turn around when they grow bigger. Will they be worried about transforming from traditional business to new business? Turn to death? And as a family-owned enterprise, the board of directors can't accept one? Outsiders? Join.

Half of my heart is excited by the idea of a new model of mahogany furniture industry, and the other half is depressed by the unfulfilled ambition. On February 28th, 20 14, 14, even before the end of the year, Wang Yongxin formally submitted his resignation application to the board of directors. He decided to start his own business with his own ideas and personally kill the traditional mahogany industry? Wild boar? .

From 0 to 1

The role transition from professional manager to enterprise founder is far more difficult than Wang Yongxin imagined.

On July 24th, 20 15, Midea's first offline flagship store opened in Nanjing, which was also the first nationwide partner crowdfunding conference.

The night before, Wang Yongxin didn't return to his room until after one o'clock in the morning. The business manager in the same room was fast asleep. He tossed and turned in bed and couldn't sleep. At four o'clock in the morning, Wang Yongxin got up and came to the balcony. He smoked two packs of cigarettes silently. Tears are coming out? .

At this time, it is only two months since the official launch of the O2O platform of American mahogany furniture.

After learning that Wang Yongxin had set up another portal, the former boss gave a dead order to the mahogany industry: No one should cooperate with companies in Wang Yongxin, otherwise all business relations would be cut off. Leading enterprises in the industry have completely banned their own businesses, and the United States is struggling.

At the most difficult time, Wang Yongxin personally compiled a set of investment promotion manuals based on the beautiful homeland model, and two business managers went to Shandong, the largest mahogany furniture consumption market in China, to promote them with business cards printed on A4 paper. At that time, beautiful homeland was only a model in Wang Yongxin's mind, and there was no offline store. Although Wang Yongxin guided the salesman confidently when he left, he never let go of his hanging heart from the first day when the salesman stepped into Shandong.

Although there is no offline store, 10 days? Sweep the street? Down, a total of * * * received more than 5,000 yuan of intentional payment, and more than 20 merchants signed an intentional cooperation agreement. There were more than 5,000 intentional payments, ranging from 1 1,000 to as little as 1 1,000, but the feedback from the market gave Wang Yongxin confidence? Are there more than 20 people in the first partner crowdfunding conference of Meijia? Seed dealer? .

Redwood Furniture O2O Platform

On July 24th, the flagship store of American home furnishing opened, which was also the first crowdfunding meeting of American home furnishing partners. Wang Yongxin took the stage to introduce a mahogany furniture to offline, and his long-awaited moment finally arrived.

? Meijia mahogany furniture has built a platform online and offline, which regulates the docking between dealers and manufacturers. On the vendor side, select high-quality vendors to settle in, and get the exclusive agency right of the network and the right to purchase goods at the lowest price; On the dealer side, we adopt the partner mechanism, decorate the brand image of American home under the line, and place orders under the line. Through the integration of B-end manufacturers and distributors, the C-end market can be standardized and controlled. ?

From the perspective of business model, the United States and Canada are not brokers who simply connect dealers and manufacturers. By mastering a large number of production orders and sales channels, we can use the scale advantage to minimize costs and solve the problem of price confusion in the traditional market. In terms of solving product quality, Meijia signed a cooperation agreement with Nanjing Forestry University, the only national accreditation institution for mahogany testing in China. Any mahogany furniture sold to the outside world will be affixed with the inspection certificate of Nanjing Forestry University, which solves the problem that consumers can't tell the truth from the false and helps terminal dealers build market trust. In addition, Midea's home partner mechanism gives absolute control over the terminal stores, and realizes the service mechanism of returning mahogany furniture within 30 days after sale based on the platform to help dealers share the burden of after-sales service.

At the end of the lecture, Wang Yongxin stood on the stage, facing the excited customers in the audience, and he couldn't hide his excitement with a relaxed look. Tomorrow will be the only chance in your life. The meeting room opens at 7: 50 am and closes at 8: 0010 on time. American housing equity crowdfunding, I am waiting for you here. ?

At 8: 05 on July 25th, Wang Yongxin walked into the conference room, where everyone was waiting quietly. Nobody said a word. From the moment he stepped into the meeting, Wang Yongxin knew that he had succeeded.

Whole-court equity crowdfunding, a * * * raised more than 2 million, World War I will definitely be done, and a beautiful home will live!

When asked why he was willing to open his shares to offline franchisees, Wang Yongxin replied that apart from setting up the American National Investment Management Company to open his shares to dealers, he also set up Hongmei Investment Company to open investment windows to employees and timber merchants.

? Everyone in the entire American home furnishing industry chain can become a shareholder of the company, so that everyone's interests can be bound and Qi Xin can work together to avoid my regret in the last company. ?

In Wang Yongxin's view, in the mahogany industry? Wild boar? Is too fierce, need all together to kill, from the end of the peach boom order, Wang Yongxin believe that is not far away.

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