Online Shop Brand Entrepreneurship For College Students

Tian Yiwen's goal is to make first-class sales of network accessories.

Mbox music box Korea jewelry shop was first founded in 2002, in that one.

Thus, a network jewelry brand "Mbox music box" was born.

Looking back at the history of Mbox music box, it will undoubtedly provide new ideas for those entrepreneurs who want to expand their market through the Internet.

Ordinary online entrepreneurial story

The history of Mbox music box is not complicated. It can even be described in plain terms. It is just an ordinary story of online entrepreneurship.

The owner, Tian Yiwen, began selling things on eBay online shopping platform.

Because of the improvement, she graduated full-time and devoted herself to full-time work.

As business became more and more busy, husband Shi Shi simply quit his job to help her.

From the initial 53 yuan to the capital, to the first photo taken by himself, to the first self designed merchandise page, Mbox is completely completed by the owner of the box, Tian Yiwen himself.

Different styles, people's prices, fashion accessories from Korea, let Mbox gradually have the first batch of customers on the network, hired the first employee.

For the first time, Mbox has pformed from a purely private shop to an online shop with independent studios.

In 2005, Mbox was attracted by the rapid development of Taobao, and registered its first store on Taobao: musicbox.

Since then, Mbox has entered a new era.

More competitors, more and more imitators and lower product prices make Mbox deeply aware of the cruelty of the market.

However, Taobao itself is just like an evolving machine. In Taobao's constant self upgrading, Mbox also realized the contingency strategy.

As a result, Mbox began to find its own characteristics, positioning its target customers, and has been insisting on going down.

In the end, Mbox survived and thrived on Taobao.

Under the meticulous care of Tian Yiwen and her husband, the business of the online shop is even more vivid.

From selling people's products at the beginning, they gradually change to start selling products designed by themselves.

In 2008, Mbox set up a company, registered its trademark and successfully joined Taobao mall. Now it has become a professional network of tens of millions of sales per year, and has grown into a real network brand.

However, Tian Yiwen admitted that there are many Internet sellers who are 10 times bigger than them, and they are "not very fast but stable".

But in the course of development, Tian Yiwen also has his own goal: Mbox music box should be a first-class sales brand of network accessories.

"We are not only selling products, but we hope to build a real jewelry brand through Taobao platform. Buyers are buying because they like Mbox brand, but not because they are cheap.

In Mbox, buyers not only buy products, but also enjoy more of our services. Only in this way can a company survive for a long time.

Tian Yi Wen believes that Taobao is like an incubator, not only hatching many personal sellers, but also hatching out a network sales company with its own brand, like Mbox.

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Husband Shi said, the goal of three years is to combine the network and the physical store, take the development path of the three-dimensional network, and the long term plan is to promote the brand.

In short, first survive, then consider how to live better, and then establish their own brand.

Both husband and wife understand that building brand is a long-term process.

Internet brand

However, an occasional activity made the couple find that building a brand with the power of the Internet may not be as difficult as imagined.

At that time, Taobao launched a "most worthy collection of 101 shops" activities, Mbox music box did not know that users have been actively promoted to the list, but shop sales in a short time suddenly doubled 5 times.

Tian Yiwen asked the customer, "how do we see the products of our house"? I never expected the customer to see it on Taobao's activity page.

It was from that time that they fully appreciated the great role of the promotion of the network platform.

In fact, Mbox music box didn't pay much attention to its brand when it first started.

But later, they found that the customer base was very stable, and the repeat purchase rate of the old customers was very high.

During this period, two people have tried other products, but they gave up, "because you will find that others sell well, not necessarily you can sell well.

In fact, every line needs time and experience accumulation, and the market of jewelry industry is actually very large, and we can only do a very small part. "

Tian Yi Wen talked about his new experience.

So the Mbox music box revisited its positioning.

They realize that in the field of Internet ornaments, China does not yet have a real good brand, and there is basically no concept of fashion jewelry.

At present, the jewelry industry is called only the old temple gold, Zhou Dafu and other precious metal jewelry enterprises, but the market of these products is relatively small, the price is high, the second style is less, outmoded, most of it is more suitable for mature crowd.

For women between the ages of 18 and 30, they are more fashionable and young. What they need is fashionable and often changing accessories instead of one thousand or two thousand yuan high grade ornaments.

For the offline market, this kind of popular jewelry is usually sold only in some special stores or stores in the market, and the price is very high. Many people often can not find the place to buy it. Two, the price performance ratio is relatively low, so the market is still promising.

"Facts have proved that now more and more enterprises are engaged in this business, and sales of network accessories have brought sales volume, so that those manufacturers have also seen business opportunities.

Gradually, the market of fashion accessories has been completely networked from production to promotion to sales.

Mr Shi laughs, "although many competitors, but it proves that this is really a profit point, otherwise there will not be so many people enter this market."

In their view, the online shopping platform is like an amplifier that magnifies the market.

And as the Internet continues to reach people's lives, the market is still expanding.

In addition, Alipay and other three party organizations have solved the problem of consumers' distrust of online pactions, thus attracting more consumers.

From managing products to managing people's hearts {page_break}

Every coin has two sides, and so is the financial crisis.

When it brings a huge impact on the real economy, it may become an opportunity for the network economy, and also give the network brand more room for development.

Mr Shi feels that Internet prices are more pparent and cost-effective. Like Taobao's advertisement, "let 1 cents change 2 cents" - so brand management needs more attention.

There are still some problems in the current network, such as good and bad commodities, but if we want to develop steadily on the Internet for a long time, it is very similar to doing the real economy, and it needs to run people's hearts.

The so-called operation of people's heart is to stand in the perspective of brand development. If we sell what we sell, we may earn money in the early stage, but it will never be long. Maybe it is a "bad Lord" on the Internet all my life.

In this regard, Tian Yiwen and his wife were deeply impressed by the words of a big seller.

That's the biggest seller of electronic accessories in the world, with a sales volume of about $45 million a year. When he exchanged with him, he found that he was much more understated than us, and straightened out a lot of problems. His structure was very good and stable.

Their early stage is not to expand, but to constantly modify their own problems, establish enterprise culture and establish their core competitiveness, and later their advantages gradually rise, and sales are also increasing.

Inspired by this, the Mbox music box's network brand also focuses on building its own culture.

Tian Yiwen said, "our first goal is to provide quality and cheap products to the buyers, so that customers can be happy and happy to buy goods here, and profit is only part of the goal, but not the first.

We find that when the quality and service are improved, the brand is popularized naturally.

Because an important feature of Internet sales is word of mouth. After a person feels good, she will recommend others to buy it.

Later, we began to build up our brand from packaging and so on. We have packaging boxes and packaging paper with brand marks, and use membership mechanism to give profits to old customers. External promotion combines Taobao and other Internet platforms to attract new customers.

Insiders pointed out that there are many Internet brands, most of them are small and medium-sized enterprises, and how to stand out from so many brands, that is, we should improve the internal strength of enterprises.

Otherwise, huge customer base, traffic and sales volume is not a gospel for enterprises, but may be a disaster.

In addition, we should also take account of online and offline businesses.

After many network economies expand, they will develop into offline stores.

However, the excessive coincidence of the two will also involve the distribution of profits.

For example, Mbox music box also has offline stores, through the way of joining to promote the brand.

But Tian Yiwen found that the combination of online and offline stores is only a new attempt, and it is too early to speculate.

They also noticed that some of the dealers in the offline shop complained: "when customers saw something in a physical store, they bought something online, and they robbed the real store business.

Besides, the cost under the line is higher than the Internet. How can we do it? "