The post-80s guy started from scratch to sell LED lights entrepreneurial story

Liang Ronghua, chairman of Foshan Pinyin Lighting Co., LTD., is a "self-made entrepreneur" born in the 1980s. In 2007, Liang entered the lighting production and sales industry, and his previous experience in IT allowed him to see the opportunities of e-commerce earlier in traditional industries.

Liang Ronghua, a rural boy born in the 1980s, LED an e-commerce team to sell LED lights online in 2013, creating a performance of 60 million yuan. At the same time, through the official website, Baidu and other online marketing platforms, brought nearly 40 million yuan of orders, online direct and indirect product sales nearly 100 million yuan, accounting for more than 95% of the total sales, the company also embarked on the close to "zero inventory" production model. And how did he succeed in e-commerce? What's the magic?

The inventory of products sold online is close to zero

"In the first half year, I alone brought in more than 8 million yuan through online sales." Liang Ronghua REVEALS, THE COMPANY IS ONLY AT that TIME THE WORKSHOP TYPE factory OF 300 SQUARE METERS, BUT THE company was founded to build an enterprise website and did bid price to rank TO promote on Baidu.

"At that time network promotion is still very few, invest a few thousand yuan will have a very good effect." Six months later, the company moved into a 2,000-square-meter factory, Mr. Liang said. In 2011, Liang realized that selling products online was the trend, so he decided to shift the focus of online sales from attracting business online to selling products directly online, to form a near-zero inventory model.

The promotion of the network platform not only brings big orders for the company but also makes the company go international.

Killer App # 1: The best advertisement is a hit

Today, more than 95% of the company's business is related to the Internet, with a team of about 70 people in charge of product sales on Taobao and Tmall, and a team of about 20 people in charge of the offline follow-up of online order business.

For a lighting company, entering Taobao Tmall is not early, even a little late. In 2011, the company started to enter Taobao, but things didn't go well. Because of the wrong approach, sales on Taobao have been hovering around one million yuan for two years.

"Internet marketing is moving so fast that if we don't learn, we will fall behind others." On reflection, Liang realized that Internet marketing could only survive if he worked hard and became professional, so he went to a training institute to study. In early 2013, the company registered a new Taobao store and launched its Tmall flagship store in June.

The Taobao store and Tmall flagship store were blockbuster sales in the first year, reaching 40 million yuan in sales. Together with the product sales on the official website, they generated 60 million yuan in sales.

"Online sales must have a popular product, and at least to enter the top four list." Talking about the secret of sales, Liang Ronghua believes that 90% of consumers will only look at the home page or even the top few products when searching on Tmall. The popular models that enter the top few lists are the best free advertising for stores, which is more effective than marketing through trains. Based on the company's operating data analysis found that if the product ranked sixth, compared with the top four traffic was even less than half.

"It takes whatever it takes to build a breakout product." Liang Rong Hua, for example, one of the LED products of the company sells for only 9.9 yuan, free of shipping, and now ranks first on the sales list of Tmall. But its cost is about 20 yuan, and the company loses tens of thousands of yuan every month. But the product brings huge traffic and related sales to the store, so "it is worth it at all costs." According to him, the flow and sales of the company's ceiling lamp, a big blockbuster product, has accounted for more than 60% of the store and is the absolute main force of sales growth.

Killer card 2: Take the lead in implementing a two-year replacement

"Online sales are now at a fever pitch, and service is becoming more and more important, to be able to stand out in something." Liang Ronghua concluded that the company's network business's rapid development of another killer is the industry's first implementation of the "two-year replacement", "which is higher than the average consumer expectations at that time."

How should the network marketing after the dividend period go? Liang Ronghua expressed that the marketing of products should enter the stage of emotional and personalized marketing. For example, he said, the company has developed different LED products for different consumer situations, such as when couples eat indoors and can manually adjust the brightness and color of the light according to their preferences. In addition, in terms of interaction, the company can offer customized products and reward users based on their suggestions.

In addition, he believes that mobile e-commerce will be the future trend, and the company will pay more attention to the sales of mobile terminals such as WeChat. "Shift from a product mindset to a user mindset." Liang Ronghua believes that mobile e-commerce can learn from Xiaomi's crowdfunding and fan economy, to let users become the real master.