Yanzi Valley of Jingcheng

Chapter 76 The Rise of Domestic Products

"I have worked in Qingyang since 03. I have worked in Japanese companies, American companies, Hong Kong companies, and private companies. It can be said that I have been to all departments except the finance department." Hu Hai shouted at Xiao Jie, and the two made an appointment In a bar opposite Qingyang Mobile Phone City.

Hu Hai didn't say these words to introduce his own resume to Xiao Jie. Xiao Jie knew his resume clearly. After several glasses of cold beer, Hu Hai was just lamenting to himself.

Hu Hai’s part-time salary over the years has ranged from 2100 yuan more than ten years ago to 3500 yuan, 4500 yuan... until now, the basic salary alone is 10 yuan a month. He has no secret, but he just goes to experience the city as a colleague. In life, he was working overtime to learn to improve himself.

Hu Hai poured Xiao Jie a glass of wine and patted him on the back, "Brother, I've been thinking about what kind of person our generation will become when they get old and retire."

Xiao Jie drank the wine unceremoniously, "Who knows, maybe children born in their 10s, 20s or 30s will dislike their old-fashioned thinking."

"I don't think so." Hu Hai retorted immediately, "As long as we are willing to go online, the generation gap will not go anywhere, and I will definitely become a cool old man in the future!"

"Yes, you are pretty cool now." Xiao Jie said, "You still choose such a bar at this age."

"Ah? What are you talking about?" Because it was too noisy and Xiao Jie spoke more politely, Hu Hai couldn't hear clearly.

Xiao Jie raised his volume and slowed down his speech, "I said! You are so cool now! This place! It's the children who come here!"

Hu Hai laughed after hearing this, "Haha, Mr. Xiao! You are not as old as me, why are you so uncomfortable? Let me tell you! Only this kind of music can make work full of passion! Do you feel that your heart is beating very strongly? Boom boom boom boom! You need to find this feeling! The older you get, the more you need it!"

Xiao Jie put down his wine glass and nodded. The higher the position, the more passion is really needed. If even he doesn't have passion, how can the entire Jinquan Qingyang branch eat?

The market changes too fast, and no company can be guaranteed to be safe forever.

The needs of consumers are changing all the time, just like the city of Cheongyang.

Xiao Jie remembered that after the college entrance examination, he followed his parents to visit the homes of distant relatives who lived in Jingcheng District of Qingyang. At that time, Jingcheng District was full of factories, and these factories attracted a large number of migrant workers.

With the rapid development of the times and the economy, many factories have long been relocated or abandoned. Now you can see skyscrapers everywhere, and you can also see many industrial art galleries, creative parks or coffee shops transformed from old factories.

Those former glass factories and printing and dyeing factories have now become places where young people relax and pursue poetic life.

Xiao Jie looked at the opposite Mobile City through the glass of the bar. It is said that every story that happened there can become a legend. Many young people carrying shoulder bags and jeans regard it as a dream sanctuary.

According to incomplete statistics, 50 billionaires have emerged from this mobile city.

However, even half of the stores in this "Holy Land of Dreams" have been closed and turned into a science and technology museum in Cheongyang.

"We are now developing an overseas official website." Hu Hai suddenly brought the topic back to Ye Taodu, "Focus on Southeast Asia, where the market is huge, and they are all Asians. The recognition of cosmetics is higher than that of Europe and the United States. According to the data of the General Administration of Customs, I Check it out, the demand has been strong in recent years!"

"Okay, as expected of Mr. Hu, every time I want just a cat, and you can raise it into a tiger."

Hu Hai knew that Xiao Jie was flattering himself, "Brother, you are flattering me too much. If it was born ten years ago, it could only be a cat, but now Ye Taodu is a tiger embryo. Our country New crowd bonuses, platform bonuses, infrastructure bonuses, all kinds of bonuses are here, and it makes no sense that domestic beauty can’t rise again!”

"The main reason is that Mr. Hu is capable!" Xiao Jie raised his glass and toasted Hu Hai.

Xiao Jie recognized Hu Hai's ability, but at the same time he also understood that Ye Taodu's development and growth was undoubtedly riding the elevator of the rise of domestic products.

There is a widely circulated story in venture capital circles.

In the story, three people get on an elevator together, the elevator doors just closed, one person has been doing push-ups in the elevator, and another person keeps hitting his head against the wall, while the third person just stands quietly Waiting for the elevator to go up to the top floor by itself.

When the elevator reached the top floor, all three people got out of the elevator, and the people outside asked, "How did you get to the top floor?"

The push-up guy said, "Because I've been doing push-ups so hard, I made it to the top."

The person who banged his head against the wall said, "Because I kept banging my head against the wall so hard that I broke my head, so I made it to the top floor."

And the third person who was standing all the time said: "I didn't do anything, just stood, and I reached the top floor."

The three people in the story are all emphasizing what they did, but they all overlooked one important point, that is, they all got on the same elevator.

Hu Hai is not the stupid people in the story, he knows that the attribution of success cannot always be attributed to individuals.

The so-called pigs can fly by taking advantage of the wind. Although Ye Taodu is currently the winner, those beauty boys who follow behind him are not bad at it. They can be regarded as the first elevator of the rise of domestic products Those who enjoy the dividends of the times.

In fact, domestic make-up has been available for decades, but why has it risen in recent years?

Regarding this point, Xiao Jie carefully studied the industry research report left by his former colleague Wang Chao.

Although Wang Chao, the investment genius of Jinquan Group, was imprisoned for economic crimes before, he has to admit that his vision is still very forward-looking. A few years ago, he saw the huge development potential of the domestic beauty market, which made Jinquan The group entered Yetaodu's A round of financing and took up a position.

Wang Chao’s industry analysis report gave three reasons:

One of the reasons is the new crowd bonus.

According to the data from the National Bureau of Statistics, after 1988, China ushered in the second wave of baby boomers. The people born in this wave of baby boomers are now in their thirties, which is why there are so many people hovering around the age of 30. TV series like "Thirty Only" became popular all over the country.

This group of people in their 30s is in their golden age, they are the mainstay of Chinese society, and they are the aboriginals of the Internet.

The post-90s and post-00s have now become the main force of technology and consumption in the market. Compared with their brothers and sisters born in the 70s and 80s and their parents born in the 60s, international brands are not scarce products for young people today, so that They do not have a strong sense of novelty and sensitivity to overseas products. As long as the price and quality are suitable, they are more willing to buy new products, and many of them also trust the products recommended by Internet celebrity UP owners.

This group of main consumers mostly spend money on products that they agree with, rather than products that are completely approved by others. These people generally have higher acceptance of domestic brands than their parents' generation.

The second reason is the rapid development of the mobile Internet.

Makeup is a very visual product, good or bad can be clearly seen at a glance.

Therefore, the rise of self-media and short video platforms such as Weibo, WeChat, Kuaishou, and Douyin has simply provided a fertile and broad growth soil for beauty products.

Pictures, short videos and live broadcasts allow consumers to see the most intuitive color effects of individual cosmetics at home.

As for skin care products, the online experience sharing of countless buyers also provides strong help for amateurs in choosing products.

As long as the product is of good quality and low price and has high market recognition, people from all walks of life can still shop frantically, regardless of whether it is an international brand or not.

The unit price of Ye Taodu's products is almost all below [-] yuan, which is the price that the younger generation of consumers are very easy to pick up. Ye Taodu's product positioning is just in line with the demographic dividend.

The third reason is China's strong supply chain.

Domestic beauty technology is already very mature, and the number of domestic OEMs of world-renowned brands is increasing. The products produced by these OEMs are under strict quality control, and the upstream and downstream supply chain systems are complete, laying a solid foundation for the development of domestic brands.

It can be said that these domestic make-up brands represented by Ye Taodu are the inevitable product of the development of my country's economy, technology and productivity.

As long as the track and time are right, companies that increase their horsepower to reach the top five in the industry will be able to enjoy a table of good food, but for a crown like Ye Taodu to win and keep the crown, first-class talents like Hu Hai are needed .

Hu Haitai, who came from an e-commerce background, understands what young consumers prefer. They prefer new styles and want to try anything new.

It’s just that launching a new model is a blind box of trial and error. If the company blindly launches new products only according to its own guess, the risk is very high, because consumers may not necessarily buy it.

Ye Taodu has launched nearly ten new products in the last two quarters, from sun-colored eyeshadow palettes, fairy palettes to cheetah palettes, and the speed of new releases is the fastest in the industry. These new products are all analyzed by the dozens of data engineers recruited by Hu Hai What comes out is itself in line with consumer preferences.

But if the goods are good enough, the publicity must also keep up.

Whenever a new product is launched, Hu Hai advertises frantically.

Every time Shen Li followed a new blogger on Little Blue Book, within a short period of time, she found that this blogger had already been advertised by Ye Taodu, and the offensive was so fierce that even international big names flocked to it.

The bloggers that Hu Hai puts in are not only waist bloggers with 10 fans, but also amateur bloggers with thousands of fans or even zero fans. Anliye Taodu new feeling.

Hu Hai's vulture-style hooliganism is called in the marketing circle: saturated delivery.

Hu Hai learned the saturated marketing strategy from the melatonin advertisements many years ago. Back then, there were melatonin everywhere, whether it was on TV, radio, buses or major wall billboards.

Hu Hai still remembers the ad slogan "No gifts for this year's holidays, only Melatonin for gifts". One year, many friends around him gave two boxes to their parents without even knowing the effect of this product.

Saturated advertising means that when you place enough advertisements for a product, you can naturally capture the minds of consumers. The sooner you grasp the minds of consumers, the faster you can increase your market share, because everyone's mental space is limited. Yes, I see and hear your advertisements every day, so naturally I don’t have the brain capacity and patience to remember other people’s advertisements.

Xiao Jie has great admiration for Hu Hai's fierce tiger operation. When other merchants are still testing the waters on various platforms, Hu Hai just let go and fights. This is very similar to his style of playing games, no matter whether the opponent is a master or not , Hu Hai directly chased after the strongest person in the enemy army and stormed.

When competitors also want to follow Ye Taodu's saturated marketing strategy, Hu Hai's big data analysis team has provided perfect data support for the new product research team, using new products time after time to seize the opportunity.

Such a group of big data analysts and engineers who neither buy nor use cosmetics are using Internet thinking to challenge the traditional beauty international giants,
They have the same goal as Hu Hai, which is to build China's own consumer goods group, so that the daily necessities of 14 billion Chinese people will no longer be monopolized by overseas companies such as Procter & Gamble, Unilever, and Estee Lauder.

"Some of these young men are born after 00, and they work very hard." Hu Hai told Xiao Jie, "Although there are a few who can't bear the hardship, they leave after a few days, but most of them are willing to give. I can feel their love for data engineering. Our road is very hard, but the track is wide enough and long enough. We have to persevere. We not only have to eat the domestic market that belongs to us, but also go out. The gate of the country, to the world."

Xiao Jie understood the intention of Hu Hai's words. He hoped that Jin Quan could stand behind Ye Taodu's strongest financial backing, and not draw blood from the company at critical times.

Isn't that what Xiao Jie thought?

my country has a large number of migrant workers and a complete supply chain, complete infrastructure and the world's largest mobile consumer Internet application market. Domestic brands should have the courage to challenge international giants, and capital should give strong support to such industries. Xiao Jie deeply He understands this, for a company like Ye Taodu, he must hold on to it for a long time and help wholeheartedly.

However, if Xiao Jie does this, the funds invested in Ye Taodu cannot be withdrawn in a short period of time, and the problem of the "Hongfeng Jingshun No. 1" fund not being able to pay the principal and interest on time when it matures remains unsolved. Due to the income and expenditure situation, Xiao Jie had to sell the equity of other companies under the fund to cash out.

Xiao Jie researched the list of companies in the investment portfolio over and over again. Some of them have already closed their doors, some are heavily in debt and need more capital injection, and some are struggling to survive even though they don’t need huge financing. There are only five or six companies left. A promising company like Ye Taodu, Xiao Jie is reluctant to quit...

His investment purpose remains unchanged, which is to find and build great companies.

It's just that this purpose is now facing a cruel reality challenge.

Perhaps in Ren Tianxing's eyes, Xiao Jie's life curve is a linear equation, straight up, but only Xiao Jie himself knows that his future, like Guan Sha, is full of unknowns and dangers.

(End of this chapter)