[Lemon Green Tea] has been recognized and accepted by everyone regardless of offline sales or online promotion. It should be said that this is already a brand online supermarket. The Internet calls it "China's No. 1 C2C online store" and is predicted to impact the world. The first C2C online store is just around the corner. "Online Business Legend", "Taobao Legend", "Double Golden Crown", "Crown" and other honors have impacted the eyes of many elites both online and offline. The interaction online and the information conveyed offline have transformed this young, only five-year-old [Lemon Green Tea] The "rendering" is even more magical than the legendary legend...
As a result, true and false, false and true, are blooming all over the Internet, and even various forums, websites, and communities, and some people are launching heated discussions specifically about this; but surprisingly, there are even more people entering and exiting [Lemon Green Tea] 】 Caution and follow-up questions at the time; "I want to buy something from [Lemon Green Tea], but I am still a little worried. Have you bought it before? Can you give me some reference..." "I think there must be some real ones and some fake ones. It’s so powerful that I can’t get 5 crowns if I sell them all...” “I only bought the Xiangyi Herbal thing from her, and it’s real, I don’t know about the others.” “It’s too late to tell the truth from the fake, it’s already I took the photo and reported it to everyone after I got it. "...What I want to say is that I just asked a question about wanting to buy something, and more than 40 people gave their own answers on the same day. This reply is extraordinary. Community interactive message, this is not an ordinary comment support, it confirms the popularity of [Lemon Green Tea] on the Internet.
It is said that this is the miracle of a Taobao store that started with 500 yuan and used part-time entertainment as a hobby. The online store has been running so well, which really amazed us. Today, "An'an Interview" welcomes the founder of [Lemon Green Tea] to first talk to us about what is the basis for "No. 1" in "China's No. 1 C2C Online Store"?
[Lemon Green Tea]: "First" I think it may be the conclusion drawn from the following aspects:
In August 2007, Lemon Green Tea successfully won the title of Five Crowns (200,000 positive reviews and credibility) and became the first Five Crowns store on Taobao.
In April 2008, lemon green tea was the first to successfully break through Taobao's peak Golden Crown reputation with 500,000 positive reviews.
In November 2008, Lemon Green Tea was the first to successfully break through the 1 million double Golden Crown reputation on Taobao.
In addition, Taobao data shows that Lemon Green Tea is the No. 1 seller in Taobao transactions and the No. 1 seller in cosmetics transactions.
On January 4, 2009, Lemon Green Tea was the first (only) company in the C2C field to be rated as the only outstanding "online merchant" channel provider in 2008 by China Cosmetics Network (C2C), the first portal in China's beauty and cosmetics industry.
Lemon green tea sounds fresh and elegant, but it can easily cause some misunderstandings and is often associated with the green tea industry. For example, when we received [Lemon Green Tea] today, we always thought that this was once a "tea" industry, but in fact it has a completely different meaning. In order to let everyone know more about your company, please briefly talk about the basic situation of your company. .
[Lemon Green Tea]: Haha, friends who meet lemon green tea for the first time will basically ask this. The goal of Lemon Green Tea is to become a supermarket for female white-collar workers in the online market and a Wal-Mart in the online market.
•On August 21, 2003, he started with 500 yuan and opened a store on Taobao part-time for fun and entertainment;
•On March 1, 2005, Shanghai Ailaiwu Information Technology Co., Ltd. was established, taking the first step towards corporate operation;
•On December 20, 2006, the lemon green tea store reached Three Crowns (50,000 positive reviews) with more than 30 employees;
•On April 30, 2007, lemon green tea reached the Four Crowns (100,000 positive reviews), with more than 60 employees;
•In May 2007, the office moved to an office building, moving towards formalization and standardization;
•At 18:00 on August 31, 2007, Victory won the Five Crowns (200,000 positive reviews and credibility), Taobao's first Five Crowns store; (leading the second place with 85,000 positive reviews and the third with 110,000 positive reviews), with 110 employees ;Achieving the goal of cosmetics counters in the online market;
•On January 9, 2008, a senior online merchant research institution published "China's No. 1 C2C Online Store Revealed" - Lemon Green Tea;
•From January 9th to January 12th, 2008, "China's No. 1 C2C Online Store Revealed" was simultaneously reprinted by dozens of portals including China.com, and Lemon Green Tea became the veritable No. 1 C2C online store in China;
•At 17:00 on February 29, 2008, Lemon Green Tea completed its second jump, with a favorable rating of over 400,000. (Leading the second place with 120,000 positive reviews and the third place with 150,000 positive reviews), with more than 140 employees;
•At 21:40 on April 4, 2008, the first store successfully exceeded Taobao's peak reputation of 500,000 positive reviews (170,000 positive reviews ahead of the second place, and 200,000 positive reviews for the third place), with more than 160 employees;
•In October 2008, the transaction volume of lemon green tea clothing entered the top 10 of the same category on Taobao, the transaction volume of household products entered the top 18 of the same category on Taobao, and the transaction volume of accessories entered the top 30 of the same category on Taobao; basically achieving the goal of female white-collar supermarkets in the online market;
•At 8:00 on November 10, 2008, the first store (currently the only store) exceeded Taobao's 1 million double Golden Crown reputation reputation (leading the second place by 250,000 praises and the third place by 270,000 praises), with more than 240 employees;
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On January 4, 2009, Lemon Green Tea was rated as the only outstanding "online merchant" channel provider in 2008 by China Cosmetics Network (C2C), the first portal website in China's beauty and cosmetics industry. More than 260 employees.
[Interview with An'an]: According to records, your company has gone from entrepreneurship to success in just 4 years, which is admirable and amazing. However, apart from being amazed, people want to know more about its entrepreneurial process and experience. This is a reference, that is, how do you choose to enter a Taobao online store? What strength and wisdom do you rely on to grow an online store from a small size? What are your experiences of success and failure? Of course, it is best to give a case to illustrate.
[Lemon Green Tea]: All power and wisdom come from the lemon green tea culture of "eating hardships that others cannot endure and doing things that others cannot do." This is also the source of motivation for every lemon green tea person from beginning to end. As long as you are willing to endure hardship and persevere, you will always gain something.
I chose the online store because of my early interest in emerging things, so I guess it was unintentional. We first opened a store on eBay part-time in August 2003. Later, Taobao became popular and we opened a store on Taobao. It took a year and a half before we officially started corporate operations.
Our corporate culture is very important: "Faster, faster, faster." Our employees, like the founders of the company, are under a lot of pressure and work very hard. Our customer service staff can communicate with up to 100 customers at the same time, and their response, typing speed, skills, product knowledge, and attention requirements are all very important. Very high. We have been able to get where we are today by constantly promoting the continuous development of the enterprise by improving employee efficiency and reducing costs. Looking back, it is indeed not easy and some achievements have been achieved, but in fact there is still a lot of room for improvement.
[Interview with An'an]: As both are online stores on Taobao, why is your company's online store developing so fast? After all, you must have advantages and different business methods from other online stores, right? Is it your own online store? positioning, the reason for choosing to focus on beauty cosmetics? Or is it the integrity of the business, which is different from service, sales, ordering, order writing, auditing, packaging, logistics and after-sales service? Or is it the difference in emotional communication, coupled with personal differences? What about charm?
[Lemon Green Tea]: As a Taobao store, most sellers should start out in the same way. How big or good they can be depends on many factors, including store positioning, product lines, services, sales, markets, warehousing and logistics, etc. We are all here Continuously sublimated and optimized.
On the one hand, the positioning of the online store is based on interests. On the other hand, I have indeed done some preliminary research and analysis, and I feel that choosing cosmetics as the entry point is a good choice. The facts did not disappoint us.
In terms of integrity, we have always been very concerned about it. Some people say that our sales are very strong, but we will not argue. If you think our sales are very strong, you can go to Taobao to complain. According to Taobao's regulations, you will be fined three for one fake. If you are not satisfied with the product, we will return it unconditionally as long as it does not affect secondary sales. In fact, for those who say that our sales are very powerful, few people have bought our products. If they had really bought our products, I believe they would not say so. If we really relied on strong sales to do business, we wouldn't be able to reach the scale we are now, and we wouldn't have so many loyal customers.
The rapid development in the early stage is mostly due to the good timing. After reaching a certain scale, most sellers will encounter bottlenecks. There are too many employees and management cannot keep up. We have noticed this problem very early, so we have been introducing middle and senior managers with rich experience in various fields and who agree with our culture to join us. We have gradually formed a stable core team in human resources, marketing, procurement, warehousing and logistics, technology research and development, etc. This organizational structure has laid a solid foundation for us to move to the next level. We should say that in terms of business processes and information applications, we are definitely second to none among Taobao stores.
[Interview with An'an]: We learned from the data that the daily transaction volume of your online store has exceeded 10,000. This is an astonishing number, higher than that of ordinary large stores. The average daily clicks on the page have exceeded 250,000, the average number of unique IPs per day is more than 20,000, and as many as 250,000 products have been viewed. From these figures, we find that your online store has a large number of relatively fixed customers, just like the fan base of lemon green tea. This is both your popularity resource and your wealth resource. How do you manage these resources?
[Lemon Green Tea]: This data will be updated. As of 2009/01/15, the number of daily transactions in a single store of Lemon Green Tea has exceeded 15,000, the independent IP of the page is 80,000, and the daily views PV are 600,000.
These customers are our gods, and all we can do is hope to provide them with better goods and better services. Our conversion rate is actually very low, less than 5%, which is much lower than that of physical supermarkets. A large number of users came but did not buy our products, which shows that we still have a lot of room for improvement. There is still a long way to go in terms of product structure, display methods, consumption guidance and customer care.
[Interview with An'an]: Your company has grown from a two-person business to a lemon green tea team of more than 240 people. Do you want to implement a "large-scale" online store business model and develop into an "online supermarket"?
[Lemon Green Tea]: Now there are 260 people. Yes, our goal is to be a supermarket for white-collar women in the online market and a Wal-Mart in the online market.
[Interview with An'an]: Since it is a "large-scale" online store business model, its internal management must be one of the important agendas, especially the management of the workforce. For example: professional knowledge, service awareness, team spirit, etc. What effective management measures have you taken?
[Lemon Green Tea]: We have introduced a group of middle and senior managers to strengthen our management. We improve our employees' knowledge structure through continuous training. We have also established a dedicated corporate culture department to guide employees' values.
[Interview with An'an]: In addition to the one-stop service, sales, packaging, logistics and after-sales services, the lemon green tea online store has the most prominent and unique way of organizing a series of sales activities. Could you please introduce these activities and their impact on online store sales?
[Lemon Green Tea]: It is well known that activities have a certain effect on boosting sales. But we believe that this is just the icing on the cake. We believe that more energy should be spent on improving user experience, how to reduce user costs and increase the value of products.
[Interview with An'an]: Internet marketing is a comprehensive three-dimensional marketing. It includes corporate websites and blog marketing; it includes forums and online stores. What do you think of the relationship between these marketing methods? How to deal with them? What's the relationship between them?
[Lemon Green Tea]: We pay more attention to word-of-mouth marketing. Many customers are introduced by friends. This is the lowest cost method. Of course, other methods are also effective. The marketing we currently do is basically within the Taobao website.
[Interview with An An]: Excuse me, does Taobao have foreign customer resources? Does Taobao have any plans or has it already launched lemon green tea in the international market?
[Lemon Green Tea]: We have no plans to enter the international market in the short term. If foreign customers can understand Chinese and shop on Taobao, we will not reject them.
[Interview with An'an]: It is said that 2009 is another year of international economic crisis. Will the financial crisis affect the development of lemon green tea? In the new year, please reveal some of your company's development strategies in the field of e-commerce. Or a plan?
[Lemon Green Tea]: The financial crisis should be an opportunity for e-commerce. Judging from our development, we have continued to grow in the past six months with no signs of decline.
In 2009, we will further strengthen our cooperation with Taobao. On the one hand, we will strengthen internal structural governance, and on the other hand, we will make relatively large investments in customer experience improvement. If we lay a good foundation, our performance will naturally increase. Providing valuable products to customers is our constant goal.
P.S. Kudos to Lemon Green Tea:
On January 9, 2008, it was rated as China’s No. 1 C2C online store by senior online business research institutions and dozens of portal websites.
On January 4, 2009, it ranked first in the annual online store inventory of China Cosmetics Network.
Media reports http://tech.163.com/09/0104/17/4UR2URA3000915BF.html
Sohu, MSN, Mop, China.com, People.com and other major portals have reprinted it one after another.
http://news.c2cc.cn/market/data/200812/413700.htm
Later it was reprinted by Tencent and others
http://info.lenso.cn/info/2008-04-01/3336.htm
http://forum.taobao.com/forum-18/show_thread----13737454-.htm
http://blog.china.alibaba.com/blog/shweiya/article/b0-i3198698.html
http://space.taobao.com/22ae15618cd7f68727ea0ab8742b6c6a/show_blog-11712671.htm
http://forum.taobao.com/forum-45/show_thread----12301899-.htm
http://forum.taobao.com/forum-1/show_thread----6470884-.htm
