Beauty, bikinis, cocktails, these elements make the W Hotel on the Bund full of fashionable, relaxed and pleasant atmosphere. This is the latest women's fashion and street culture publication "YOHO! "Girl" lived at the pool party held by the W Hotel in Shanghai. Japanese supermodel Susumu Kiko, Chinese popular singer Zhang Bichen, and Ji Ke Yiyi also came to the scene.
"YOHO! Girl is China's influential cultural trend communication platform YOHO! Sub-media. Similar to the pool party this tide-oriented activities in YOHO! Not uncommon. This also makes YOHO! The parent company, Xinli Media, looks a bit different: Currently, 95% of its revenue comes from tidal clothing e-commerce business - YOHO! BUY (in stock), and the remaining 5% are advertising revenues, if judged at the current stage of the revenue structure. Xinli Media is a vertical e-commerce company, but it has made many attempts in the business of tidal users.
According to Xinli Media founder and CEO Liang Chao, data provided by all-weather technology: In the past two years, the company’s water supply has maintained an annual growth rate of doubling. In 2016, the flow of water reaches 2 billion, and the profit scale is in millions. In 2017, the flow of water is expected to increase by 60%. 70%.
In today’s serious “broken down” of vertical e-commerce, compared to other vertical e-commerce, Sony Media seems to be alive and well. China’s first beauty e-commerce company to the US IPO has lost more than 90% of its market value since its peak value. Its co-founder, Dai Yusen, has also recently announced the resignation; the sale of vipshop has started in the past 18 quarters. Continuously profitable, but because of the lack of new growth points, the stock price is not favored by investors. Other unlisted vertical e-commerce, footwear B2C vertical e-commerce so happy to buy music has been quiet for many years; imported mother and baby brand sales platform honey bud baby fakes, management issues continue; shirts B2C who started the guest has been dying.
Is there any future for vertical retail e-commerce? The answers we get from the industry are not all pessimistic.
YOHO! Sample: Ecology around the Influx of People
"We don't think we are an e-commerce company. We are leading and serving the lifestyle of young Chinese consumers," XinLi Media CEO Liang Chao said in an exclusive interview with all-weather technology, although online retail income is in the entire company’s revenue. The proportion is 95%, but he thinks it is only a realization path at this stage.
Liang Chao’s argument is based on the vertical ecological layout of Xinli Media.
In 2005, Liang Liang, who was the director of Nanjing TV, went beyond the enthusiasm of the domestic trend culture and founded a trend magazine called “YOHO! Trend”. In fact, he wanted to do more than just a magazine, but a service. Those who love Tide brand culture. However, the magazine allows Xinli Media to gradually reach a large number of trendy brands in the upstream, and also cultivated a group of readers who love the trendy brand culture in the downstream.
One year later, Liang Chao did not intensify the business of the magazine to increase revenue, but instead went online to an online community—YOHO!NOW, because he discovered that the readers and customers of “YOHO! Trend” hope to be able to There is a space for mutual communication on the Internet; in 2007, when “YOHO! Trends” user feedback stated that many brands introduced in magazines and websites could not buy products, Liang Chao was thinking again: Why couldn’t one go online? Platform, selling domestic and foreign original designer brands to users? So there will be a trend e-commerce on the line in 2008 - YOHO! BUY (in stock).
YOHO! is mainly for 16-35 year-olds. Around this group of trend-lovers, Liang Chao has developed a trend-oriented propagation matrix today. It consists of three businesses: The first is the media, including "YOHO! Trends". , YOHO!NOW community, and YOHO! WeChat, Weibo and other new media; the second block is YOHO!BUY (in stock), in addition to online business, this year also opened the first offline store, so there are goods Currently, it is a combination of online and offline retail transaction platform; YO'HOOD activity is the third sub-business, and now it is the fifth consecutive year to hold a global trend show.
Liang Chao told all-weather technology that the combinatorial logic of this matrix-based communication platform is to use the media to disseminate content, achieve sales through the retail platform, and establish an industry position with an active communication culture.
In September 2015, Xinli Media also announced a cutting-edge designer incubation program named “YOHOPE”. This is a designer incubation platform for the lack of funds, lack of supply chain management, but hopes to have better development. . "YOHOPE" is currently the second largest core business unit of Xinli Media. As of today, “YOHOPE” has hatched more than 40 designer brands, and their sales contribution to YOHO!BUY (in stock) has reached 20%.
Liang Chao said that within Xinli Media, there is a small team of 20-30 people who are distributed in different business lines, constantly communicating and communicating in various trends, observing changes in trends, and bringing these messages to bear. To the company, assisting the company to make decisions for each line of business and future development. However, Liang Chao thinks that he is not the person who knows the trend most in the company. The way he maintains his sense of fashion is to constantly feel that he will go to Europe, the United States, Japan and South Korea and other fashion highlands for about ten days every quarter. Feel the changes in global trend culture.
Today, Liang Chao and his YOHO! have been tossing in the vertical field of "trend" for 12 years. Some quantifiable achievements include YOHO!BUY (in stock) currently has 1,400 trend-oriented brands, of which 30% are international famous brands, 20% are foreign street fashion brands, and the rest are domestic small and medium-sized brands; at the user end, YOHO! BUY (in stock) APP accumulatively registered 15 million members. In 2016, it had 1 million new users, currently has 1 million daily activities, 1.16 million Weibo fans, and 1 million Weixin fans. The annual repurchase rate of e-commerce business is 60%.
So far, Sony has completed a total of four rounds of financing, and D’s round of US$100 million financing was completed in July 2015. It was led by Dachen Venture Capital, CMC Chinese Culture Fund, Farview Capital and former shareholder Saifong Fund and Xiangfeng Investment. Follow the vote.
The reason why Liang Chao was able to walk from a magazine to today is that “the resources of these stars, the resources of trend designers, and the influence of the trend industry, I feel that today I can gather together because YOHO has been focusing on this field for more than a decade. And built a platform with a certain influence."