The Colette on Saint Honore's Road in Paris is the most famous buyer's shop in the world. Every day, it is on the corner of the most fashionable street in France. It accepts “pilgrimages†from influxes from all over the world – people can't wait I want to learn the freshest nutrients about “beautyâ€, “trend†and “fashion†from here.
One day in November 2016, Xu Yirong came here. He remembered that it was a rainy day. The chill of Paris in late autumn was quite a bit of a catch, and he arrived a little early. This bustling street has not yet ushered in its golden moment of the day, but In front of Colette, it is not deserted or even lively - a group of trendy people dressed in fashion and glamorous are gathered here, or excitedly patted on the floor-to-ceiling window of the storefront, or bowed their heads and played with their mobile phones, looking up from time to time. Look at the closed store door. He also remembers that when the store door of Colette finally opened unhurriedly, the flow of people pushed themselves in, at that moment -
"I saw Mount Everest." It was at this moment that Xu Yirong, who was overwhelmed by years, really started his third venture. This restart, he spent half a year. Ten months ago, he handed over the beauty he had created to the direct competitor, Mushroom Street, and got out of it. Although it is no longer tired, it has been swaying and cannot find the north. Colette looked like a glare and suddenly woke him up.
Restart twice
"What kind of experience is it that after several years of hard work and returning to liberation?"
If you know that there is such a question, Xu Yirong, the founder of Beauty, will be able to write a good answer to the question. The words "restart from the beginning" have experienced twice in the past ten years.
For the first time in many subsequent reports, it was smothered. It was nothing more than a failure to catch shrimps in three years. After a year of blind flow, Xu Yirong "restarted" to create beauty.
The second time was six years of business beauty, but in the end it was incorporated into the "latecomer" Mushroom Street at a price of 1 billion yuan. After giving up the joint CEO, Xu Yirong chose to leave the beauty and took over an internal incubation. New year and a half of the new project, Higo.
To say that the first time "before returning to liberation", Xu Yirong accepted it very calmly. After selling the project to Abe, the founder of Douban, who was also born in IBM, he quickly disbanded a small team of 8 people in Huaqing Jiayuan. In the 80-flat office in the middle of the room, I wondered what to do next. Netease’s Ding Lei had sent a pig invitation. He was really tempted for a while, but eventually he could not roll his trousers. At that time, he was sure that he still wanted to "do things". Anyway, he was not afraid to wear shoes with bare feet. The headache was the direction in which he was going barefoot.
But this is the second time to restart and restart, Xu Yirong said, "It is difficult, too difficult. After all, it has been difficult for the sea to be water."
Beautiful out
On November 16th, 2015, Gao Yi, the capital of Gaochun Capital, made Xu Yirong to a coffee shop in Wangjing. What Xu Yirong did not expect was that Hong Yu’s conversation with himself turned out to be a merger. At that time, the beauty said that it was struggling with the mushroom street, and even spent 338 million titles, "Running Man 3". The two merged thoughts were completely ruined. He was full of thoughts, how to highlight the encirclement, how to 56 The annual transaction volume of 100 million yuan has been tripled again. How to make beauty a "ZARA of an open Internet brand".
In fact, in order to add another firewood to his "ZARA Dream", a few months ago, he also ran to New York, San Francisco to do a roadshow, hoping to complete a new round of financing with a valuation of 2.45 billion US dollars, but this The figures failed to get the cash to be cashed. Someone had offered $1.5 billion, but Xu Yirong did not want to compromise. He firmly believed that the value of beauty was 2.45 billion US dollars. As a result, the financing was so stiff. Finally, Xu Yirong could not wait for the eye. The unique new shareholders are waiting for the cold winter of the capital market.
Despite the bad situation, Xu Yirong almost subconsciously rejected and rejected the flood proposal. After all, this is a company that has been devoted to it for six years. For his reaction, Hong Yu was not surprised. She took out a blank sheet of paper and painted a nine-square grid for Xu Yirong, talking about the synergies between the two sides. Hong Yan spoke very carefully, but did not immediately persuade Xu Yirong, "her Jiugongge is too far-fetched," but Xu Yirong also understands that the merger is correct in the moment.
So half a month later, he and his former competitor, Chen Qi of Mushroom Street, met the first side after the war between the two armies. What I heard later was that the beauty said that the two mushroom shops had merged with the price of 2:1.
Xu Yirong is not a low-key entrepreneur. He is quite good at words and often talks with the media. However, in the days when Mei said that he merged with Mushroom Street, he was "disappeared" in major reports. For this "deliberate" silence, Xu Yirong later said that in order to make the two teams integrate as smoothly as possible, everyone should respect Chen Qi's leadership. As early as the beginning of the merger, Xu Yirong thought clearly, and this second stage of his own business has to stop. In many reports, Chen Qi was hailed by the media as "the last person who laughed at this vertical track."
In fact, Xu Yirong can choose the title of a "joint CEO" and continue to lead thousands of people in the new company after the merger, but he feels that a company has two decision makers, employees will be at a loss, not feasible, and they and Chen Between Qi, the latter seems to be more suitable to lead the team.
Xu Yirong decided to withdraw from the beauty, but he did not intend to give up the fashion e-commerce. When drafting the merger framework, he put forward a request to use his own stock of 41 million US dollars to make the beautiful and hatched fruit, the fashion Haitao project. Higo gave it.
Higo prequel
At the beginning of 2016, Xu Yirong’s title changed from “Beautiful CEO†to “Higo CEOâ€, but when he took more than 150 people to leave the Pohang Building, which had been in his home for less than a year, Xu Yirong felt that his heart was a bit empty. The brain is a bit blind.
He is really optimistic about Higo, one is in the direction: Higo is aiming at the emerging middle class. This crowd is of considerable magnitude, has outstanding spending power, can withstand relatively high customer price, and has requirements for the beauty and quality of goods. Second, because of Higo. The team is very good. But this small project, which is only one and a half years old, is put in your own hands. How do you take it from the head?
He is not too sensational. And the entrepreneurial beauty said for a few years, he has been exhausted.
Strictly speaking, Higo's from 0 to 1, is not completely completed by Xu Yirong. Its "pro-mother" is Xu Yirong's current partner, Shang Dan.
In 2013, the beauty of the original shopping guide model was “blocked†by Ali, and the number of daily users was shackled, falling from 1.9 million at the peak to 1 million. This move to the bottom of the stroke, let Xu Yirong and the team pondering the self-built trading platform. I didn’t do it before because it seems, “too tired, too many pitsâ€. But whoever thought, some decided that you would not do it yourself, there will always be someone to help you. Xu Yirong did not think that there would be such a day, "but always feel that it is a matter of negotiation." However, Ali directly said to the beauty that the "blocking order" was unprepared. Xu Yirong had to give the team a dead command: it must be developed as soon as possible. A trading system suitable for women's fast fashion vertical e-commerce is launched; at the same time, it flies to Shenzhen and seeks traffic from shareholders Tencent. Fortunately, in November of that year, after 14 days of retreat, the technical team of 30 people really made a preliminary trading system.
Later, Xu Yirong talked about this matter again. The most talked about is "thanks to Ali." “Being a lightweight fashion community is very comfortable, but the imagination space is actually not that big. After the trading platform, because the money has passed by you, the imagination space is also big.†Upgrade to the beauty of fashion e-commerce Said that in the first half of the year, it has made nearly 1.2 billion transactions. Xu Yirong called this "forced to make money."
The transformation not only brought a financing of up to 200 million US dollars to the beauty, but also gave the team a bold courage. "At one time, I felt that many things can be done." So in 2014, Beauty said that it hatched inside. 7, 8 projects. The fashion Haitao project Higo is the only one of these projects, the only one who survived later, the person in charge is Shang Dan. Shang Dan said that she still said that she would be beautiful. She and Xu Yirong also met in a month or so, mainly reporting on the progress of the report project, and many things did not require him to ask.
Indeed, Xu Yirong, who led the team of thousands of people at that time, didn't have to be fine, but what he is facing now is a small team of 150 people. Light and heavy imbalance. For a long time, Xu Yirong felt that he was "not able to do anything."
Difficult zeroing and restart
"It is like you as a teacher. You have just earnestly sent a high school student to Tsinghua University. You have to turn to bring a primary school student. You know everything, but if you really do something, people are numb." Xu Yirong felt that he had lost the keenness of being an entrepreneur for a time. "You don't think that a penny will be spent in two halves. I don't feel the daily turnover of one million. The cost of 10,000 yuan is a little more. It doesn't seem to matter if it is less. What's worse, you even think that these things are too detailed and not worthy of personal control."
He is not the only one in the team who has not been able to adapt to the change in time. In fact, the 150th person he brought out from the beautiful statement has a little bit of "standing on the high post" in his mentality. On the one hand, their ability to work. They are all very good, but at the same time, from the perspective of team structure, there has been a situation in which there will be more soldiers, and they are all "small men" who once brought a dozen or even dozens of people. It is very difficult to suddenly return to the front line. do.
Xu Yirong admits that the whole team was in this state for a long time since Higo separated from Beauty in February last year. This directly leads to the company's high labor costs and low efficiency. "It is obvious that the team of a hundred people is the one that preserves the big company's hierarchy, and the information communication needs to go through four levels." However, it is one of the phenomena.
"Of course this is not right." Xu Yirong said now, but he did not think so at the time. He thought at the time that with such an elite team, the company quickly grew into a large company with thousands of people.
Xu Yirong, who “had not found the feelingâ€, soaked himself in Starbucks of 798. Here he re-read the books “Injecting Heartâ€, “Redefining Company†and “Mujiâ€, I want to Then supplement the "How to lead the team" class, but his "Epiphany" moment, until nine months later, standing on the streets of Paris to see Colette, it was late.
"Before going to Colette, I would think that Higo is doing pretty well, and everything is quite good. However, when I got there, I can say that it was a moment of defeat. I realized that the Europeans already I have done so well in fashion. It turned out to be so beautiful. I used to be shit. On the one hand, I was surprised that the matter itself still has such a large space. On the one hand, I am ashamed that I have done so badly, nothing is Xu Yirong recalled that he felt that he saw the Everest in that lesson, and then looked down at himself in the "West Hills". The pride and superiority seemed to be too ridiculous. "In a flash, I am the whole person." Cleared."
After returning from Paris, Xu Yirong carried out a series of adjustments that could be called "radical". For example, he persuaded more than 30 old colleagues in one breath. They were mostly "will" rather than "batrymen."
It seems somewhat cruel to cut off the "Generals" who follow them all the way. "It's a bit embarrassing," Xu Yirong also admitted. "But the big line doesn't have to be careful." Emotionally, these colleagues are all violent comrades in the past, naturally they are reluctant, but from the point of view of doing things, They are all piled here, the cost is too high and the efficiency is too low. "I have to be responsible for the results, otherwise everyone will die on the road." Xu Yirong retired the other 500,000 options while "persuaving" a technical director who followed his five years, while retaining one Small part. "I hope that if one day Higo is doing well, he can give him a bigger return, but he has to do it beforehand."
In order to break the previous situation of "several soldiers and less soldiers", Xu Yirong cut off the extra "generals" while absorbing "new recruits." The current Higo team is only 80 people, but there are more than 20 interns. In Xu Yirong's view, this is what a two-year-old startup should look like.
And "team building" has become the new focus of Xu Yirong's work. If the first venture allowed Xu Yirong to learn the "direction is important" lesson, then the second venture made him realize the importance of the team, and even he was seen as "why is the mushroom street." The answer to beauty is not the opposite: "Their team is stronger."
Chen Qi, the founder of Mushroom Street, worked for Taobao for six years and is a standard Ali entrepreneur. "Ali's entrepreneurs have an advantage. They all pay great attention to the culture of their team. When they are inside Ali, they are all small middle-level, they are not the creators of Ali culture, but he knows what culture is." "Cultivate the strategy to eat breakfast" (culture eats strategy for br eakfast), culture is arrogant, and everything can be done." In Xu Yirong's view, good culture means that the whole team's thinking is more consistent, and the power can be made in one place. "Is it the difference between the Eighth Road and the National Army?"
Now Xu Yirong, half of the energy is spent on team building. He supervised by arranging colors on his Apple calendar for his daily itinerary and scheduling: "I have a lot of things in a day, everything related to the team, I will mark it green on the calendar. I ask myself a week, green Must be half of it. If it is not reached, this week is unqualified and will be changed next week."
The most original Higo is just a beautiful internal mail with five items including Celine handbags (Xu Yirong hopes to test whether these products have market demand), and for a long time, discounts The old-fashioned luxury is the main product on Higo, which makes it look like an online outlet, selling all the goods, far from the so-called "fashion trend". After the end of 2016, Xu Yirong decided to add a review of the goods. He hoped that the sales on Higo will always be fashionable things in the season. This move is also from the impact of Colette: "Colette is like a physical entity. Vogue, all its details are intended to show you what is the latest and most fashionable trend, you will have a completely different feeling every time you go, and Xu Yirong's next goal is to make Higo an online trend. At the shop, he even has the ambition to reach out to the line. “I plan to open a Higo store in a second- and third-tier city.â€
This idea is not only inspired by Colette's inspiration and infection, but also the lessons that Higo and Beauty said in 2015 when they advertised 338 million yuan in advertising fees. In 2013 and 2014, it was very effective for Internet companies to name or implant TV variety. However, after 2015 and 2016, Xu Yirong discovered through investigation that even the so-called phenomenon-level TV programs cover users for a few seconds. The time does not effectively reach the target users of a third- and fourth-tier city to form a transformation.
"Advertising to traffic, this kind of thing is like the Air Force. You are flying in the sky, and the people all over the country have heard your boom. But what we really should think about is the 'channel.' The so-called new retail is like this. There is no air force, you have to have ground troops, what matters is not advertising and traffic, what is important is sales and conversion. How do you sell things. The channel is able to achieve sales." Xu Yirong believes that online retail wins and losses At five latitudes: selection, price, logistics, packaging, authenticity, and entering the line can add a latitude, called experience, "experience is the natural advantage of offline players, creating a so-called physical space experience for users. Must be vertical."
This picture is Xu Yirong's current division of online and offline brands and channels related to fashion retail. The horizontal axis represents the brand's classic and fashion popularity, and the vertical axis represents the price level.
Higo's entity buyer shop initially decided to open in a third-tier city. By observing Higo's back-end data and field trips, Xu Yirong believes that there is a generalized "Sanmenxia phenomenon", that is, in a city like Sanmenxia, ​​Henan Province, the consumption power of local residents on fashion goods is amazing, and there is no such thing around them. High-end retail stores, this is exactly the opportunity for Higo.
On June 28, 2017, Xu Yirong wrote the word "restart" on his Weibo. Someone asked, what is the boss to restart? He replied: himself.
On the second day after posting this Weibo, Xu Yirong and his colleagues came to the Kubuqi Desert and walked for 15 kilometers under the high temperature of more than 30 degrees. More than 20 people went in and out. Speaking of this, Xu Yirong is a little proud. "The team must continue to do this. It will last for 1800 days. After five years, it will have a strong execution. The strategy can imitate plagiarism, but the team can't." In Xu Yirong's view, this is the real moat.
Editor in charge: Wang Zhen
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