Wu Fangfang: The Green Box Is Growing Healthily. We Will Stick To Our Own Path.

< p > because of "acquisition", during this time, Shanghai green box Network Technology Co., Ltd. (hereinafter referred to as the "green box") Wu Fangfang's cell phone has been ringing all the time, from suppliers, partners to the media and even their employees, asking them the same thing: "is the green box sold?" after repeatedly replying "no", Wu Fangfang simply sent a micro-blog, "green box is growing healthily, we will stick to our own way, we do not sell!" immediately drew dozens of forwarding. CEO < /p >
< p > Wu Fangfang told reporters that in recent years, she has indeed received many acquisition intentions of different enterprises, and the purpose of purchase is different. "Some want to develop electricity suppliers, buy our team; others enter the field of children's clothing, buy directly our brands; others are simply to complete mergers and acquisitions and scale up." Wu Fangfang said, but more goals were blocked by them. < /p >
The reason why < p > Wu Fangfang is simple is that although the green box is the business of the electricity supplier, it has its own brand, the gross margin can be controlled by itself, and it can also avoid the price war. "With the rapid development of electricity providers, we grow very fast and healthy, but relatively speaking, we are still very small, so we have never had a plan to sell our parents away from our parents." < /p >
At P's annual meeting this year, Wu Fangfang mentioned in his speech that this year is the best time for its green box operation. "We have run too fast in the past two years, and there are high and low peaks in entrepreneurship. < /p >
< p > strong > bleeding > past < /strong > /p >
< p > Wu Fangfang still clearly remembers that at the moment when the official website was launched on June 1, 2011, discounts, parity, money and stocking, and a series of movements became the beginning of their nightmare. The root of all this is the popularity of the green box on Taobao in 2010. < /p >
In 2010, the green box of the first round of 20 million yuan financing was just completed in 2010. It became famous in the Taobao's "double eleven" World War. It followed closely the investors who came from all walks of life, and three months, that is, speeding up the second rounds of 100 million yuan financing, and unexpectedly became the largest financing of Taobao platform. "At that time was the peak of fame, but now it is not the peak of a career or brand." Wu Fangfang bluntly said. < /p >
"P > recalled that at that time, she confessed that she felt a little bit taken up with the feeling of the sky. "At that time, I really had a good idea of how to spend 20 million of the first round, but when the next 100 million yuan arrived, it was a bit unprepared." < /p >
< p > 2011, almost all the arguments were asserted that the electricity supplier had no official website, that is, no future. After getting huge amounts of money, the board of directors decided to build B2C official website. < /p >
< p >, so the team of green box almost put more than 90% of their energy on the construction of the official website. At the beginning, they worried about no traffic, but at that time, the money was so heavy that they took for granted the money. < /p >
< p > "at that time, only the Taobao B2C platform was mature. Only the third party channels could be developed by relying on the official website and offline channels. If you can hit a successful official website, you may be able to go public. Wu Fangfang said the board thought was so simple at that time. < /p >
< p > however, this is not a good time node. In the era of the B2C industry's popularity, any price related to the industry is far too high. When an industry is caught up with the most frightening time, it is often the time when bubbles are gathering. < /p >
< p > soon, the money spent on the flow made the green box pay a high price. The most obvious performance was that the cost of obtaining the traffic from the official website was very high at that time. Wu Fangfang saw that the cost of a new guest would cost 300 yuan to 500 yuan, and the price of the green box would be 200 yuan. Not only that, but the investment of the masses would only bring 10% sales contribution, and 90% came from other platforms. < /p >
Worse than P, during that crazy period, the green box changed the pattern of the previous production, increased the stocking of horsepower, and intensified the expansion of the B2C team, which aggravated the burden of operating costs. < /p >
"P >, as expected, in 2011, with the gradual cooling of the capital market, the electricity supplier fell from the peak to the trough overnight. The green box also encountered the downturn of the industry, which made the green box busy in the next year and cleaned up its stock. < /p >
"P >" at that time, we worked very hard, but we were thankless. Put the big platform to sell the children's clothing champion, but instead of spending a lot of money on the official website, they want to ruin their future. < /p >
< p > < strong > go back to the original road < /strong > /p >
< p > in the chaotic 2011, Wu Fangfang thought very clearly, winding around the winding road, the green box went back to the original way, that is, continue to insist on becoming a brand dealer. < /p >
< p > Wu Fangfang felt that trying to build the official website was not a wrong decision, but the official website was never smashed out of money. On the contrary, it needs to be slowly raised. < /p >
Less than P, she decisively recovered the heavy investment in the official website and focused on upgrading the existing private brand and trying new brands. At present, the revenue of green box 60% still comes from Taobao, the official website occupies only 3~4 percentage points, and the rest is shared by other B2C platforms and a few offline channels. < /p >
< p > the only thing that makes Wu Fangfang feel lucky is that he had done a couple of things in throwing money in that blind day. For example, build an independent ERP system and invest in logistics warehousing. In her view, doing the necessary basic work ahead of time can pave the way for future development. < /p >
The collaboration between green box and Disney made Wu Fangfang firmly believe that his mode and method were correct after P. According to her memory, Disney always wanted to enter the field of electronic commerce in China. It had authorized the offline authorizing partners to try online business for many years, but it ended up in failure. An interview with foreign media for green box made Disney pay attention to the company and began to contact Wu Fangfang. < /p >
< p >, she said frankly that she had some conflict at the beginning. After all, the green box insisted on doing its own brand, and worried that there would be too many restrictions on the authorized brand. But the other side of a sentence "cartoon image is an important part of children's clothing, and these cartoon content is you can't do" touched Wu Fangfang, contributed to the cooperation between the two sides. < /p >
In the way of cooperation, the green box enjoys the right of independent research and development of style and design, and becomes the first child selling brand of Disney products sold on the Internet by P. At present, the brand sales account for about 30% of the total sales volume of the green box. < /p >
< p > when asked about the success of the cooperation and whether he would plan to find more brand cooperation next, Wu Fangfang shook his head. "We can not just pursue the scale again, we must concentrate our efforts on it. It is not a good thing to open too much. After all, we do not have such a lot of talents. Now we need to go steady and steady and do not seek the peak." < /p >
< p > Wu Fangfang said she saw the children's clothing market in China in a period of change, which convinced her that any new brand had its own opportunities. "What we need before is capital, but what we need now is resource integration." < /p >