Winning the new financial era

Chapter 38 Dogford Online Shop
Time passed quickly, and it was already mid-January 2014 in a blink of an eye.

The person Zhang Yida entrusted Xu Xiaoming and Shen Beipeng to help find was finally found.

Who to look for?
Find a professional manager who understands network marketing.

Some time ago, Zhang Yida promised his father to do online promotion and marketing for the pet food factory and sell goods online.

Because the entire family has only 260 million in cash, and the budget is not very sufficient, so I didn't look for a headhunter, but entrusted two venture capital tycoons to perform the headhunting job.

The company was established last month, and it is called Jingcheng Dogfide Network Technology Co., Ltd., or "Dogfide" for short.

It has never been officially opened, just waiting for a suitable candidate.

Zhang Yida really has no money now, otherwise he wouldn't even be able to afford a headhunter.

Now that the last 260 million yuan has been used to set up a new company, the monthly living expenses will be distributed to Technology and Yimin Wealth.

The salary of Ruixiang Technology is as high as 10 per month.Yimin's wealth life is tight, and there are too many places to spend money, so the salary is on par with Fan Hongyang and Ding Siyao, with 5 a month.

After the VC came in, Ding Siyao's salary increased from 5 to [-] a month, which can be regarded as a reward for her hard work and due diligence during this period of time!
After all, it is not appropriate to get 1 yuan a month even if you are the CEO, but Fan Hongyang also gets 5 a month, and also has 5% of the shares.So treatment should be equal.

Ruixiang Technology paid a two-month salary of 20 yuan, and Yimin Wealth paid a monthly salary of 5 yuan.

With the 25 yuan, Zhang Yida bought a few sets of clothes and it was almost enough.

Sometimes you still have to attend some important occasions, and you still need to pay attention to your dressing.They are all the chairman of the board, and going out also represents the company's image.

In the chairman's office of Ruixiang Technology, Zhang Yida finally got the long-awaited talent.

Lu Fenghai is 30 years old this year. He has been engaged in network marketing for many years. Some time ago, after the company failed to start a business, he has been unemployed at home.It's not accurate to say that, it should be called looking for new opportunities.

Xu Xiaoming was an angel investor in his last entrepreneurial project, investing 100 million yuan in angel investment in his mobile advertising marketing platform.

However, due to various reasons, the project eventually failed.

Some time ago, Xu Xiaoming contacted him and asked him if he would like to be a professional manager. A company was recruiting advertising and marketing talents.

"Annual salary of 50, the position of deputy general manager."

After hearing such a message from Xu Xiaoming, Lu Fenghai was a little moved.

After thinking about it, Lu Fenghai didn't agree immediately, but planned to meet with the final decision maker and have a chat.So today he came to Zhang Yida's office.

Lu Fenghai shook hands with Zhang Yida, and introduced himself:
"My name is Lu Fenghai, and I was recommended by Teacher Xu."

Zhang Yida nodded to show that he understood that Xu Xiaoming had sent him all of Lu Fenghai's resumes, and he felt that it was more appropriate, but it was still necessary to have a final interview.

He greeted Lu Fenghai to take a seat, and asked the administrative assistant to bring in two cups of coffee.

Lu Fenghai took the coffee and put it aside, and said:
"Mr. Zhang, Mr. Xu told me before that you need people who understand advertising and network marketing.

But I don't know what specific piece you want to do? "

Zhang Yida took a sip of his coffee and said calmly:

"In the early stage, it mainly produces pet food such as dog food, and in the later stage, it may expand to the whole field of pet products, including pet toys, clothing, nutrition, medicine, etc."

Lu Fenghai frowned. It turned out that they were selling dog food online, but they thought it was an entrepreneurial project like Internet advertising.

Xu Xiaoming didn't tell him the specific project, and he didn't ask.Thinking that Mr. Xu is also a senior venture capitalist, all the people who come and go with him are Internet people and projects.So I subconsciously thought it was an Internet advertising project.

Why!Careless!
Zhang Yida seemed to be drinking coffee, but he had a panoramic view of Lu Fenghai's subtle expressions.

Yo!Still a little arrogant!Also look down on my big dog food project!
So he said lightly:
"The initial advertising budget is 2600 million, and we are going to test the water first.

In addition, Rongcheng also has a dog food factory with an annual output of tens of thousands of tons. My father is in charge of the production process and offline sales.My side is in charge of online sales. After the order is received, it will be sent to Rongcheng, and the other side will be responsible for the delivery.

We are only responsible for advertising and online sales.

If the online sales effect is good, the production capacity and advertising will be increased in the future. "

Lu Fenghai was a little surprised. Tens of millions of advertisements are no small feat. If he can participate in it, he can practice his skills!
In the future, I want to start a business again at night, and I have more experience!Instead, by putting out so many advertisements, you can also get to know some advertising channels and contacts.

Lu Fenghai put his hands on his chest and asked tentatively:
"If I join Dogford, which business will I be responsible for?"

Zhang Yida narrowed his eyes slightly, and said slowly:
"When you join the company, you will be the deputy general manager, and you will be responsible for the company's overall business, including advertising, online marketing, and so on.

I am just a nominal general manager. As you can see today, I have other companies and I am currently the chairman of this sharp financial technology group.

Last year, the company only received $5000 million in Series A financing from Blackshirt Capital. Although it is developing rapidly, it cannot help but relax. There are too many things that I need to deal with.

So when you come here, you will be solely responsible for the daily affairs of the company, and I will not interfere.

Although the pet food factory in my family is currently small in scale, as long as it proves that the online sales channel is effective, it will increase investment in this area in the future.

The current investment budget is more than 2000 million. In the future, this figure may be 5000 million, [-] million, or [-] million.

I am a person who likes to delegate power and is willing to share profits with partners.

If you lead the company to develop well and prove your own ability, you will be given equity incentives later. "

Lu Fenghai thought about it, this Mr. Zhang is quite capable, he has a factory at home, and he has received $5000 million in venture capital from Black Shirt.Seems like a man who can do things!

So I stopped being entangled, and reached out to shake Zhang Yida's hand and said:
"Thank you Mr. Zhang for the opportunity, I am willing to join."

Next, Zhang Yida told him a series of ideas and opinions about Taobao Tmall opening an online shopping store, search engine promotion, self-media promotion and so on.

Lu Fenghai has been engaged in advertising and marketing for many years, so he naturally has some experience of his own.

After communicating with each other, the two reached a consensus that the most urgent task is to open the online store, let the company get on the right track first, and then slowly lay out the promotion of other lines.

After hearing Zhang Yida say that the down payment was only 260 million yuan, Lu Fenghai didn't think much about it except that he felt that it was a little small.

After all, things haven't started yet!Before seeing the results, it is impossible to throw tens of millions to someone who just joined him and squandered at will.

Let's prove our strength first!Sell ​​some goods first.After seeing the effect, Zhang and his son will definitely increase their investment.

With the 260 million yuan given by Zhang Yida, Lu Fenghai first looked for a cheap office building, negotiated a price of 50 yuan for half a year, and rented an office space of 300 square meters.

Then he called seven or eight brothers who had started a business with him before, and first pulled the team together.

Then I opened two stores on Taobao and Tmall, and hired several UI artists to decorate and beautify the online store.

Also called Rongcheng Dog Food Factory sent a batch of feed as advertising display props.

Then I found a photography team and several pet dogs of different breeds, took dozens of photos and videos of advertisements, and put them on the online store.

In the end, I got in touch with several gray production teams, all of whom I had known in the advertising industry before.

Why are you looking for them?

Brush sales and praise.

They also sell dog food, and the higher the sales volume, the higher the display booth on Taobao Mall.

Don't brush sales?Want to rely on the online store to gradually increase sales?Improve your ranking?

next life!

If you don't use it, others will!
Especially for those shops with high rankings, they are afraid of being robbed of their rankings, so they usually sell some through natural traffic and browse some.

If you don’t check sales, the sales gap with other stores will only widen.

As for the through-train advertisement launched by the platform, it must be voted on!
This is the toll, can you not pay it?
Similar to Qiandu, they are all engaged in keyword search rankings and pay per click.

Buy "dog food", "nutritious dog food", "healthy dog ​​food"...and a series of keywords.

As soon as users search for dog food on Taobao APP, your store will be ranked first. The higher the bid, the higher the ranking.

Lu Fenghai has a few masters who are engaged in keyword search and promotion, who understand the operating rules and word selection.

Otherwise, don't dare to waste money.

If the keyword is not set properly, it will be a disaster. If the user clicks into the store but does not buy the product, the advertising fee will still be paid.

Therefore, the store decoration design, pictures, video advertisements, sales, and praise rate are the key to improving the conversion rate of users from entering the store to purchasing.

Lu Fenghai's operation was as fierce as a tiger, and the sales of dog food in the online store continued to rise.

The orders in the background were forwarded to Rongcheng Chongaiyishou dog food factory in time, which made Zhang Qinghua so happy from ear to ear.

Zhang Qinghua immediately contacted the express company in Jinyu County and asked them to station in the factory to pick up the parcels.

In addition, several employees were dispatched to guard the backstage of Taobao suppliers every day.

When a new order comes in, print out the recipient's address, contact number and other information form from the background.

Stick it on the packaged dog food package, and then hand it over to the courier company, and they will send it to all parts of the country and deliver it to the buyer.

Because the online store sells dog food in packages of three to five catties, and one to twenty catties.

Looking at the large number of orders, in fact, the total sales volume is not much.

But the profit is very high, the cost is 1 yuan per catty, and the offline dealers can sell it for three or four yuan per catty at most.

Online stores can sell for 8-10 yuan per catty, and the profit is several times higher than offline sales.

It is also because the current brand awareness is not high, and it is taking the mid-range price route.

If the brand becomes popular, it is also possible to sell it for tens of dollars a catty.

However, when selling things on Taobao, the volume still depends on the low-end market. The high-end market has high profits, but the sales volume is not good.

To make money, you have to rely on small profits but quick turnover.

Zhang Yida was very happy that the online store had a good start, but after reading the financial statements, he felt a little headache.

The 260 million funds he gave Lu Fenghai are almost exhausted!

The rent of the office is 50, the shooting of advertisements, the decoration of the online store cost 10,000+, and the purchase of office supplies and equipment is 10,000+, which is 90 million.

The daily fixed cost of reading praise is 3 yuan, and the daily advertising through train fluctuates from 5 to [-] yuan.

According to this trend, the remaining funds will have to be spent in one month.

张益达算了一笔账，目前直通车是5块钱一个点击，每天花费3-5万带来了6千～1万的访客。

The conversion rate is about 20%, that is, the number of paying customers ranges from 1200 to 2000 per day.

It is equivalent to buying a transaction customer for 25 yuan.

A transaction customer bought an average of 10 catties of dog food, the average price was around 9 yuan, and the sales revenue was 90 yuan.

老爸那边给的出厂价是3元一斤，10斤30元。真黑啊！200%的毛利润，1块钱成本卖我3块。

90 yuan income - 30 yuan factory cost - 25 yuan advertising = 35 yuan gross profit
On average, a customer has a gross profit of 35 yuan.

每天1200-2000个客户，每天毛利润在4.5万-7万，每个月就是135万～210万的毛利润。

The monthly office rent is about 9 yuan, the salary of a team of more than a dozen people is 20 yuan per month, and other miscellaneous expenses are tens of thousands of yuan per month.

It costs 30 per month to get good reviews, which can be reduced later.

It is estimated that the net profit is only one million yuan per month!
Hey, I feel like I can't make much money!They all work for Dad and Dad Ma!
(End of this chapter)