Chapter 25 Text Chapter 7 Likes cannot be a reason for you to enter an industry

Player profile Li Xuan, 29 years old, from Beijing, bachelor degree.He used to be an advertising account director and a marketing manager. In 2006, he co-founded a jewelry e-commerce website with his friends and is currently the general manager of the company.Li Xuan's goal is to become a leader in China's jewelry e-commerce field. player project statement The project I participated in is: jewelry online direct sales model.We sell high-quality diamonds and jewelry online through Shining Jewelry.com. Under this brand-new purchasing method, consumers can freely choose more products on the Shining Jewelry website than in stores, without having to bear the high-pressure promotion of sales staff.At the same time, because this sales model has no middlemen, no rebates from shopping malls, and no high management costs, the price of flash jewelry websites is 50% to 70% lower than that of shopping malls.

Not only that, the Shining Jewelry website can also provide customers with professional jewelry customization services. Customers can customize jewelry according to their own budget and preferences, and our consultants can provide customers with advice online or by phone, which avoids the traditional jewelry sales model. The embarrassing situation where customers cannot see the quality and style of jewelry. Shining jewelry website also has stable high-quality jewelry suppliers, and has established close cooperative relations with the most authoritative jewelry appraisal institutions at home and abroad.We have also selected the most secure logistics organization as our logistics partner.Our team is also a highly competitive team, with 4 partners in charge of finance, procurement, marketing and technology.Therefore, since May 2007, when our Shining Jewelry website was officially promoted in Beijing, the monthly sales have reached 500,000 in just 6 months. This kind of development speed makes us firmly believe that the market space is huge, Our model will be successful.

The goal of the flashing jewelry website is to reach 1.2 million in sales in 2008, and to promote it to the whole country, becoming the largest jewelry e-commerce website in China. We would like to make luxury jewelry no longer extravagant, so that everyone can have the most sparkling jewelry, thank you! live playback Yu Minhong: How did you get into the diamond industry?What touched you? Li Xuan: Because diamonds are my personal hobby. Yu Minhong: You have been playing with diamonds since you were a child? Li Xuan: My family is not that rich. Yu Minhong: Then when did you start playing with diamonds?

Li Xuan: About a year ago. Yu Minhong: Why did you suddenly start playing diamonds a year ago? Li Xuan: Actually, I have always been very interested in diamonds, and I often read related things online. Yu Minhong: Is it because you are interested in diamonds and can't get them, so you just start your own diamond business? Li Xuan: That’s not what it means. There is a saying: women are naturally interested in shiny things, and I believe all the female compatriots here will agree with this sentence. Yu Minhong: Then why are you not interested in glass? Li Xuan: This question is like asking me why I chose my husband instead of him.

Yu Minhong: Since you mentioned your husband, let me ask another question, what kind of personality do you like most in men? Li Xuan: May I use someone as an example?I think player number 15 is very similar to my husband's personality. Yu Minhong: I see, you like handsome men.As far as I know, the diamond business requires a lot of capital, right?How did you get your start-up funds? Li Xuan: Some of them belong to me, and some belong to my partners. Yu Minhong: How much is the total? Li Xuan: At present, a total of 4 million has been invested. Yu Minhong: 4 million, it seems that buying a diamond is not enough.

Li Xuan: Enough, the average price of the diamonds we sell is basically between 5,000 and 10,000. Yu Minhong: The diamond market is a very narrow market. How do you increase the popularity of your website? Li Xuan: In fact, we have started marketing and publicity with Beijing as a pilot, mainly targeting people who are planning to get married and young people who want to own a piece of jewelry of their own. Yu Minhong: Can you say a word, I will buy your jewelry immediately after hearing it? Li Xuan: Same diamond, half the price. Yu Minhong: After graduating from Peking University, you have been working for other companies for 6 years. Why did you suddenly think of starting your own business?And I guess you're not underpaid working for other companies, right?

Li Xuan: After graduation, I have worked for two companies.I left the first company because I wanted to go abroad and go to New Oriental, but the situation of going abroad after 9.11 was not very good, and then I joined an advertising company by chance. It has been developed from a dozen people, and today the company has more than one hundred people.I was doing advertising and public relations in that company. Later, I realized that I was actually interested in the Internet and marketing, so I thought of a company to do marketing. At this time, Baihe Company invited me to go, so I chose a broader one for myself. The development space, joined the Baihe company.

Yu Minhong: Then please tell me, when you were an employee of the company and now you start your own business, do you have any different feelings? Li Xuan: In the previous work, the pressure was only my own, but now my pressure is that I have to work hard for the entire company and all employees. Yu Minhong: Tell me your favorite life motto. Li Xuan: Don't belittle yourself, don't be arrogant. Comments by Yu Minhong I appreciate your beauty and your temperament.Just now I asked you why you made diamonds, and you said it was because you like them, but there is no woman in this world who doesn't like diamonds, so liking can't be a reason for you to enter an industry.For example, I like books very much, but I don’t have to open a bookstore because I can own books. Similarly, you can also own diamonds, but you don’t have to open a diamond store.I think the reason why you make diamonds must be that there is something greater behind you, such as beauty and so on.

You have the temperament of Peking University, have dreams, and are very cute.But frankly speaking, when doing business, the thinking is relatively simple and idealistic.For example, the "Blue Nile" you mentioned just now, in fact, you basically follow the model of "Blue Nile", but I think you have not surpassed the "Blue Nile" model. His, or something different from him.In fact, I think this business can be expanded, but whether you can expand it, I still hold a relatively conservative attitude.Therefore, you have to think further, how to make another "Blue Nile" in China, and then get it listed in the United States or China.

Your biggest problem is that you don't have enough life experience.Starting your own business is just the beginning. Whether you can solve various problems with ease in the future, such as internal conflicts, profit distribution, etc., will also be a difficult problem.People from Peking University can usually start their own businesses successfully at the beginning, but almost none of them become big ones. I think Robin Li and I are doing pretty well right now.