"Beauty, is your boss here?" Qu Fang felt that she had almost seen everything, so she asked the saleswoman.
The saleswoman felt excited and asked cautiously: "Ms. Qu, is there anything I can't do?"
"You misunderstood, actually we are your boss's friends." Qu Fang smiled.
"Wait a minute, you two, I'll go report." The saleswoman breathed a sigh of relief and hurried to the second floor. Not long after, the saleswoman invited Qu Fang and Mao Wenchao upstairs.
"Haha, Mr. Mao, Mr. Qu, you are trying to catch me off guard." Qin Hao welcomed the two of them in with a smile.
Mao Wenchao and Qu Fang looked at each other and smiled: "Mr. Qin is joking, you are our first business order. In order to ensure the quality of promotion, we have to come to serve you personally."
"That's such an honor for me." After sitting down, Qin Hao poured tea for the two of them and said in a sincere tone: "Mr. Qu, you are well-informed. If there is anything that I haven't done well in this store, I still need to
Please correct me." Of the two founders of Xiaohongshu, Mao Wenchao is mainly responsible for strategic direction and financing, while Qu Fang is responsible for products and operations. This is also related to the experience of the two. Qu Fang is a foreign language major in Beijing.
After graduating from the college, I later worked for a foreign company in the Fortune Global 500. I often went on business trips and visited many countries. I often took advantage of business trips to buy some luxury goods that were very expensive in China and brought them back, which not only saved money but also satisfied me.
own shopping desires.
It can be said that the reason why Xiaohongshu became an instant success was due to Qu Fang's control over the content. Qu Fang waved her hands repeatedly: "Mr. Qin is joking, your store is not inferior even to those big-name luxury goods like LV."
, the decoration and product design are also very distinctive..."
"If I have to find fault, with all due respect, the current product categories are still a bit monotonous. Shoes and jewelry are two essential categories for women's shopping, but I don't seem to have corresponding product displays in your store.
Qin Hao smiled and nodded: "Mr. Qu has good eyesight. We are indeed lacking in shoes. I have already been looking for some well-known designers to discuss cooperation. It is expected that corresponding women's shoe styles will be launched in the second half of the year.
As for the jewelry, it will be on the shelves next month." In fact, this is all nonsense. The reason why the shoes are not on the shelves has nothing to do with the designer, but mainly with the designer.
It has something to do with the operating model of "Mainasi". In order to prevent those customers who buy the products from noticing anything fishy, Qin Hao always exports the shoes produced in the mainland to Italy, and then repackages them with nameplates and ships them from Italy.
Returning to the mainland, if the customs declaration form and invoice are complete, customers will naturally think that
The products of "Mainasi" are all produced in Italy, which highlights the brand image. As for jewelry, it is even simpler. The Qin family's main business includes jewelry. Qin Hao specially ordered one from Cheap Daddy.
When purchasing jewelry, change the style and nameplate, and it’s transformed into a new one.
"Italian origin" can be regarded as adding extra profit to the Qin family, and Qin Yi can be justified by the shareholders. Of course, these jewelry were bought first and paid later, because Qin Hao had no money on hand.
Later, Qu Fang talked with Qin Hao about some promotion ideas, Qin Hao also provided some ideas, and the two parties quickly finalized the plan.
After the two of them finished talking, Mao Wenchao suddenly said to Qin Hao: "Mr. Qin, last time you said you wanted to invest in Xiaohongshu, I discussed it with Mr. Qu and you are very welcome to join."
"Yeah, that's great. It's a double happiness today." Qin Hao said with a smile. Seeing that Qin Hao had no intention of breaking his promise, Mao Wenchao secretly breathed a sigh of relief.
Of course, when it comes to investment, it cannot be finalized in just one or two sentences. After some back-and-forth negotiations, it was finally finalized. Qin Hao invested 6 million yuan in exchange for 28% of the shares of Xiaohongshu. It stands to reason that this
The price is definitely not cheap.
After all, Xiaohongshu has not yet been launched at this time, and its future is unclear. According to Qin Hao’s investment proportion, the current valuation is almost 20 million yuan.
However, Qin Hao is not at a loss. Others don't know the value of Xiaohongshu, but he knows it clearly. According to Xiaohongshu's subsequent valuation of 20 billion US dollars, even if he stops participating in the investment midway, he can at least increase it hundreds of times in the later period.
This is the charm of the capital market.
A week later, Qin Hao arranged for an accountant to be stationed in Xiaohongshu, and on the same day, RMB 6 million was transferred to the corresponding corporate account.
Neither Qu Fang nor Mao Wenchao had ever seen such a cheerful investor, and their favorable impression of Qin Hao increased.
At the same time, after having money in their hands, Mao Wenchao and Qu Fang were both confident about the upcoming launch of Xiaohongshu and worked overtime to make final preparations for the launch.
On June 25, Little Red Book was officially launched. On the one hand, Mao Wenchao spent money on a lot of publicity on the Internet. On the other hand, Qu Fang published a lot of foreign travel guides on the foreign Internet, showing exotic customs in the form of pictures and texts.
It quickly gained the favor of many users.
Within 24 hours of Xiaohongshu being online, the number of registered users exceeded 50,000, and within 48 hours the number of registered users reached 80,000. In 2013, for a brand new software without any PC background, this was definitely a big achievement.
After all, smartphones these days are not like the ones that often have 1 terabyte of memory later. Many mobile phones have only 16G or even 8G of memory, of which at least 2G is occupied by the system, leaving extremely limited space for users to load apps.
All major Internet manufacturers are racking their brains to find ways
"Occupying" users' mobile phone memory. At the same time, one of the most popular articles on Xiaohongshu is promotion
"Mainasi" soft article, this article was written by Qu Fang himself. As a soft article, Qu Fang did not brag directly from the beginning.
How good is the brand "Mainasi"? Instead, it takes the user to visit Italy from the perspective of a tourist. When the user is most relaxed while eating, drinking and having fun with the tourists, he starts to talk about the last project.
This chapter is not over yet, please click on the next page to continue reading! "Purchase". In Qu Fang's article,
"Mainasi" has become the same brand of luxury goods as Prada, Fendi and Gucci.
The brand of "noble Italian origin" is just because
"Mainasi" has taken a low-key route, so its reputation in the mainland is not obvious. It was not until the end of the article that Qu Fang began to finish, telling users in a surprised tone that a store in Magic City was about to open.
"Mainasi" specialty store is also the only one in mainland China
"Mainasi" store. The current number of Xiaohongshu users is not large, and they are everywhere in the world. Logically speaking, it cannot be used for
"Mainasi" brings too much customer traffic. However, according to the data fed back by salespeople, the users found by Xiaohongshu not only have amazing purchasing power, but are also surprisingly easy to talk to. Basically, when they come here and see what they like, they just pay for it.
, unlike those young women who come shopping, it’s not that they haven’t heard of it
The brand "Mainasi" is about questioning the style and price of the product. I have to admit that the subtle influence of Xiaohongshu on female consumption is indeed amazing.
those who buy
The women of "Manasi" found that compared with big-name luxury goods such as LV on the street,
"Mainasi" is not only relatively cheap, but also sufficient
"Rare", it is rare to see the same style. Occasionally when they meet people who question it, they will refer to it as mentioned in the soft article by Qu Fang.
Instructing the opponent about the history of the brand development of "Mainasi" will not only be able to perfectly counterattack, but also show off one's erudition and versatility. Just don't feel too superior.
One and two, the first batch
Loyal users of "Mainasi" were born in this way. Even if someone tells them the truth in the future,
"Mainasi" is an ordinary domestic brand, and they would only laugh at each other for being ignorant. Afterwards, Qin Hao made statistics,
"Mainasi" officially opened at the end of June. As of June 30, sales in just one month exceeded 8 million. This was even without shoes and jewelry. Sometimes we have to admire women's spending power.
.
Of course, 8 million in sales is only a drop in the bucket compared to LV’s 350 million in sales per store, but as a new brand, this store has undoubtedly successfully established itself.
Qin Hao has not slowed down. On the one hand, he has increased the intensity of online promotion. Not only Xiaohongshu, Weibo, and WeChat public accounts have increased the placement of soft articles, but on the other hand, he has also begun planning to build a second store.
With the experience of the first store, it will be much easier to build a second store. Moreover, with the success of the first store, Qin Hao will be more confident when negotiating with some shopping malls about entry conditions.
Just three months later,
"Mainasi" opened its second store in Beijing. As of New Year's Day 2014,
A total of five "Mainasi" stores have been opened, and six more stores are under preparation.
According to financial statistics, in just five months, the company's sales exceeded 180 million yuan. Excluding all labor costs, store rent, water and electricity, and marketing costs, the net profit was close to 100 million yuan, of which marketing costs accounted for more than half.
Of course, the money was well spent. In less than half a year, a brand new luxury brand was created.
The "star-making speed" cannot be achieved by any communication media except the Internet. At the same time, with the popularity of Xiaohongshu, the capital market has also begun to pay attention to this rising star. Mao Wenchao revealed to Qin Hao that Xiaohongshu has decided to jump directly to
After passing the A round and proceeding directly to the B round of financing, Xiaohongshu’s valuation will be at least 100 million.
"Hey, brat, you've been out here for so long, should you come back and take a look?" On this day, Qin Hao was still working overtime in the company when he received a call from Qin Yi.
"Dad, why does your tone sound like a resentful woman? Shouldn't you be more chic when I'm not here?" Qin Yi scolded with a straight face: "How can you talk, brat?"
"Dad, if you have anything to say, just say it directly. Don't act like a fan. I am your eldest son, not your youngest." Qin Hao replied casually.
Qin Yi was speechless for a moment. He has indeed been more patient with his younger son in recent years, but who made his eldest son quarrel with him as soon as they met. Later, he learned that the eldest son did this on purpose, and then he realized that he had been treating his eldest son more patiently in these years.
There are many shortcomings.
"Ahem, I have an old friend who is in the real estate business. Do you remember him?" Qin Hao recalled: "Well, I have an impression. Didn't he come to the mainland a long time ago to develop? I heard that his net worth has more than doubled.
, what happened to the one you kept saying he was lucky?"
"That's right, Lao Yu has recently opened a commercial center building. I heard that your boy's 'Mainasi' is very popular. He wants you to enter his shopping mall. Of course, friendship is friendship. The specifics are
How can you negotiate the conditions?" Qin Hao didn't take it seriously and asked casually: "Oh, what's the name of that shopping mall? I'll go check it out later."
"It seems to be called Kerry Center, and his building seems to be called Junyue Mansion." Qin Hao didn't take it seriously at first, but when he thought about it carefully, he suddenly realized it.
"Kerry Center? Grand Hyatt Mansion? Isn't this the luxury mall that Zhong Xiaoqin's property company is responsible for and Gu Jia broke into and squeezed in?"
"Haha, long time no see, Hao. Do you still remember Uncle Yu?" A Hong Kong-style voice came from the other end of the phone.
Qin Hao said directly in Cantonese with a smile: "Uncle Yu, of course I remember that you taught me how to play tennis."
"Haha, it must be you young people, your memory is good." After a few words of greeting, Mr. Yu mentioned the business center.
"Ah Hao, this project is very important to our entire group, but judging from the current pre-sale situation, it is not very good, especially in the shopping mall. Many big-name luxury brands think that we have insufficient foot traffic and are unwilling to
If you are willing to help uncle, you can ask for any conditions." Qin Hao did not agree immediately. Although Kerry Center shopping mall will definitely become popular in the future, there is no explanation in the play when it will become popular. The current time
It’s only 2014, and there are still five years left before the timeline in the play. If he had to wait until 2018 to become popular, Qin Hao would have lost not only money in the past four years, but also
The brand image of "Mainasi". Why are those big-name luxury goods unwilling to settle in? To put it bluntly, it is to create a situation of scarcity. Although the mainland is so big, many big-name luxury goods only open dozens of stores, and the money is not enough.
You have made money, and your brand image has been maintained, killing two birds with one stone.
"Uncle Yu, I usually don't ask about store openings, but since you have spoken, I will take the time to go to Kerry Center to have a look." Qin Hao did not say anything.
Mr. Yu also knows that this kind of thing cannot be forced: "Okay, let's do this. My son is in charge of the business here in Magic City now. I will push his WeChat to you. If you have anything, you can talk to him directly. You guys
Young people also have a common language." Qin Hao is not surprised. After all, Mr. Yu's business is so big that he can't just focus on such a commercial center property.
In the afternoon of that day, Qin Hao came to the Kerry Center for inspection without notifying the old man's son.
