Winning the new financial era

Chapter 314 The Unicorn Pete
"Mr. Lan, Petnet's GMV in 15 was 48 billion yuan, and the total GMV in the first five months of this year was 35 billion yuan, an increase of 258% over the same period last year.

It is estimated that the total GMV this year will reach 90 billion to 110 billion. "

Lu Fenghai received Zhang Yida's order, and without looking at the financial report on the table, he directly reported various operating data.

For these data, he is very familiar with it, because it is all his work achievements, can you keep it in mind?
"Mr. Lu, your Patenet is developing very fast! This year's GMV is going to break through the [-] billion mark."

After hearing this, Lan Lan praised a few words, then turned to look at Lu Fenghai, and jokingly said: "How much is the actual transaction volume of the platform?

I mean the numbers after deducting returns, order cancellations, rejections of these orders.

Is there [-]% of GMV? "

Lu Fenghai glanced at Zhang Yida, who nodded to him, and then Lu Fenghai said: "It's about [-]% to [-]%! This score is relatively good in the e-commerce industry."

Lan Lan nodded in agreement, the score of [-]% to [-]% is not bad.

The results that the e-commerce industry likes to announce are all GMV, because the numbers are large and look more bluffing.

But in fact, this number is compared with the actual transaction volume of the platform, as well as canceled orders, returns, and rejected orders.

Through comparison, we can see the stickiness of platform users and their satisfaction with shopping on the platform.

Lan Lan smiled and said: "With 100 billion GMV, 50% of the real transaction volume is [-] billion yuan.

The annual consumption of the pet market is 1340 billion yuan, and petnet can be regarded as having a market share of 3.73%.

If you work harder, you will hopefully become Tmall and Taobao in the pet world! "

"Ahem," Lu Fenghai interrupted, "We are taking the B2C self-operated route. It is more appropriate to use Goudong as an analogy."

Lan Lan slapped her head and said with a smile: "Hey, look at my memory, the pet market is relatively niche, and it's really not suitable for C2C."

"Well, in C2C, we have no advantage over Taobao!"

Lu Fenghai continued: "Actually, those pet shops on Taobao and Tmall have become our biggest competitors.

Secondly, offline pet hospitals and pet stores have also taken away a lot of the market.

As for the few vertically subdivided pet e-commerce websites in the industry, even we can’t compare, let alone Taobao. "

Lan Lan nodded, and asked again: "I see that the growth rate of Petnet's business has slowed down compared to the previous two years. Is there any way to break the situation?"

"Yes, it has indeed slowed down, after all, the base was small before.

Now that the base is large, it is impossible to maintain the previous business growth rate of doubling every month. "

Speaking of this, Lu Fenghai paused for a moment, frowned and said: "The biggest problem is still the traffic."

Lan Lan nodded. Pet e-commerce is all online transactions, so there must be a large demand for traffic.

"The development of the Internet has spawned the dissemination of video, text and pictures on major platforms.

The sharing of original content for pet entertainment has promoted the love of pets among the crowd.

Moreover, these platforms are also convenient for advertising, and young people used to listen to the advice of professionals such as doctors or pet shop owners.

Now it is more inclined to obtain information from various sources on the Internet. In the process of active understanding, it also promotes consumption.

This also gives us the opportunity for pet e-commerce to subvert offline. "

"It's hard!" Lan Lan frowned, "This requires the help of video sites and various social networking sites with pictures and text."

"Yes, Mr. Lan, you are right! They really need their help." Lu Fenghai nodded and admitted.

Then he got up and turned on the projector in the conference room, and started playing the prepared PPT.

"According to the analysis of Aurora Big Data, the video platform has the largest pet traffic, followed by Penguin's QQ and space, WeChat and Moments, followed by news information platforms and WeChat public accounts, and then pet forums, post bars, Douban, Zhihu , and finally Weibo.

E-pet Mall, Boqi.com and other comprehensive e-commerce companies follow the same route as Pate.com. They build their own APP malls, mainly selling pet food, supplemented by supplies, and the main pets are dogs and cats.

At the same time, it also provides UGC evaluation, medical guidance, breeding guide, etc.

However, their users have mixed reviews after sales, and they also encountered the same problem as ours, the problem of exhaustion of traffic.

If this problem is not solved, the scale and volume of pet e-commerce will not increase.

The crazy puppy of self-owned brand e-commerce is very worthy of our study.

They are following the route of self-production and self-sale, only for the dog pet market, and the online + offline store direct sales model, which has sprung up in the past two years. They are cost-effective and focus on the low-end market. They are regarded as the "rice" in dog food. brand.

Especially Dogford, I think they can copy their operating ideas. "

Speaking of this, Lu Fenghai looked at Zhang Yida. After all, this involved Mr. Zhang's "family business", and he had to seek Mr. Zhang's opinion.

Zhang Yida is no stranger to the "Crazy Puppy" brand, and was one of his biggest competitors in his previous life.

Because the dog food I made is also a cost-effective route, it is often compared by consumers with crazy puppies.

Then before I had time to deal with it, it collapsed by itself, fell into controversy, and was questioned by consumers as "poisonous dog food".

Food, whether it is for humans or dogs, once caught in this vortex, it may not be easy to climb out.

Regardless of product quality, there is indeed something worth learning about its operating ideas.

"Okay, I'll discuss it with my father."

Zhang Yida was thinking in his heart, he merged Dogford into Patenet and opened an offline experience store, wondering if his father could accept it all at once.

Lu Fenghai continued: "There is also a kind of community-based e-commerce, led by Youpet, Whale Pet, Bell Pet, etc., similar to "Little Red Book".

Focus on content, supplemented by shopping malls.

It seems to meet the needs of market segments in the pet field, but the content traffic is still far inferior to other mainstream platforms, such as: Xiaohongshu, Doushi, Bilibili, Weibo, etc.

In addition, there are still many scattered merchants or pet shop owners who will expand their customer base through offline transactions, and then directly sell products through WeChat Moments.

The sales volume of a single person or a store is not high, but it can be hundreds of thousands or millions a year.

But it couldn't support the large base, and it also took away a large part of the market share.

At present, the staple food for cats and dogs is mainly grain-free and natural, but the real good food is expensive.

Therefore, many pet owners will make their own handmade pet food, and even buy ready-made food processed from fresh ingredients directly on the Internet instead of commercial food. "

Turning off the PPT, Lu Fenghai said: "The above is the current pattern and status quo of the domestic pet market.

If we want to break the situation, I think of two ways.

First, Dogford started to build offline experience stores, and at the same time, Patenet continued to acquire and integrate pet hospitals.

Regarding the location selection of pet stores and pet hospitals, I think Pete.com and Dogford can cooperate, for example, by placing the stores next to each other, or upstairs and downstairs, so as to drive business volume with each other.

Second, Patenet also needs to make efforts online, which requires Mr. Zhang to coordinate its industrial resources. "

Zhang Yida looked at Lu Fenghai and asked, "How do you need me to coordinate?"

"In terms of video platforms, Mr. Zhang currently has Bilibili and DouTV, and we need them to help us promote and divert traffic.

In addition...the flow of Penguin products is also very large. "

Lu Fenghai winked at Zhang Yida, "Mr. Zhang, don't you have a good relationship with Penguin? Ruixiang, Huimin Travel, and Pinduoduo all have Penguin shares.

We at Petnet can also hug penguin thighs!Those who don’t need WeChat Jiugongge and Zwelagongge, as long as they don’t block us, it’s fine. "

"Banned? Can't it be?" Lan Lan frowned, is it so serious?
Lu Fenghai shook his head and said with a smile: "Pinduoduo's WeChat fission model is very successful, and we at Petnet are also going to learn it..."

Zhang Yida looked at Lu Fenghai and thought to himself: Why don't you learn well?If you don’t learn it, you have to learn Pinduoduo’s "anger and grievances" publicity and promotion method.

Objectively speaking, Lu Fenghai's suggestion is very good.

Before the user buys dog food, ask a friend to help him cut a knife, or join a group to buy it, which can promote Petnet and increase registered users and GMV.

Lu Fenghai continued: "We built a Petnet official account and opened up the WeChat mall. Users can directly share the group link or cut a knife to link to the group or the circle of friends...

In addition, according to customer portraits, the main groups of pet owners are urban white-collar workers and corporate employees in first- and second-tier cities, and most of them have no cars or houses.

As a travel tool, many people will choose shared bicycles and taxis, which highly overlap with the users of Huimin Travel.

Therefore, it is best for Huimin Travel to provide a traffic portal for Patenet.

Ruixiang’s Touronghui APP has more than 4 million users. There are definitely not a few people who have cats and dogs. It can also provide us with a traffic portal.

If you fight Duoduo, you can help sell Dogford brand dog food..."

Zhang Yida laughed when he heard that, "You have clearly arranged so many companies under my umbrella.

Yes, you can cooperate with any one you want.For the penguins... let me contact them! "

……

A few days later, Ren Yu came to Petnet Company in Beijing.

"Just a pet e-commerce website, with a valuation of US$10 billion?"

After seeing the various operating data of Patenet, Ren Yu sighed.

"Yes, that's $10 billion!"

Zhang Yida explained: "Our country's pet market started late, but it has huge growth potential.

In the United States, tens of billions of dollars of companies have emerged in the pet market.

Moreover, the pet industry is an industry that can "cross the bull-bear" cycle, and the US financial crisis has not stopped its market growth. "

Ren Yu acted very hesitant, and indeed refreshed his views a bit. A unicorn company has popped out of such an inconspicuous market as pets.

"It's reasonable. This year, Patenet's estimated GMV is 110 billion, multiplied by the industry's common 0.6, and it's just a valuation of 66 billion yuan.

The recent exchange rate of RMB to US dollar is exactly 6.6. Isn't this just 10 billion US dollars?
By the way, we still have 20 offline physical pet hospitals, which cost "hundreds of millions" to build.

This pet hospital has not yet been evaluated, so it should be used as an addition.

Who makes us always happy to cooperate with penguins?It's okay for us to suffer a little. "

Zhang Yida acted very magnanimous, and didn't care whether he suffered a loss or not.

Ren Yu looked at this scene dumbfounded, and said: "Yida, this 110 billion GMV is the "dynamic" calculation for Petnet. If it is static, Petnet only has 73 billion GMV in the last year.

This difference is huge, and the valuation gap is more than 20 billion. "

　Thank you for being handsome is a kind of trouble, Kang Qiuyu and two book friends for their rewards!
　　
　
(End of this chapter)