(Konishi Interview No. 276 Author/Peng Panpan Drawing/Tian Lei)
Li Ning, a senior practitioner in the Internet industry, a former senior engineer of Baidu, is now the founder of Pingyi Custom in Jushang Technology. "The advantage of large companies is that they are relatively stable and the platform is also large. But I want to give myself a new breakthrough. ”
Zhang Qingjia, former CEO of Meitu.com, senior media person. He is currently the manager of Shanghai Fashion Week and wmff, the manager of London Fashion Week Topshop, and the co-founder of Jushang Technology Pingyi Customization. "Li Ning and I have always been good friends, he is good at technology and products, I am good at public relations and marketing, just complementary to each other."
Entrepreneurs can't go it alone
Pingyi custom Li Ning (left) and Zhang Qingjia (right)
In this era of "mass entrepreneurship and mass innovation", the beginning of entrepreneurship is often relatively simple. The idea of "doing something yourself" has existed in Li Ning's mind for a long time, and in his view, entrepreneurship is to turn "ideas in your heart" into reality.
The advantage of Internet people lies in technology, but there are also shortcomings of single connections and one-sided channels, so Li Ning found Zhang Qingjia, a senior media person.
"At that time, we looked at the field of Internet customization together and wanted to use custom suit O2O as a breakthrough. So I began to integrate the resources of both sides and strive to do this thing well. Li Ning said.
Recalling the early experience of entrepreneurship, Li Ning and Zhang Qingjia lamented that entrepreneurs cannot go to the battlefield alone. "Starting a business is not a one-man affair, and entrepreneurs must find like-minded and complementary partners. The composition of the entrepreneurial team can not be too single, and there must be all kinds of talents such as operations, products, technology, and public relations. ”
Zhang Qingjia has been engaged in the media industry for many years, and the contacts accumulated in her hands for many years played a key role in the initial product promotion. "This is an era of marketing, and compared to advertising, interpersonal word of mouth is the most reliable way to spread." Through the forwarding and sharing of the stars and big V we have known before, we now have a group of angel customers. However, this is not our core strength, just a plus, the core is still the product and service. Zhang Qingjia said.
Entrepreneurship is a process of constant error correction
"Gathering Point Afternoon Tea" Shanghai Station Activity
In order to expose the brand and bring Jushang Technology into the audience's field of vision, Li Ning and Zhang Qingjia began to prepare a program called "Judian Afternoon Tea" at the end of 2014. "'Gathering Point Afternoon Tea' is a public welfare activity jointly participated by five celebrities and five entrepreneurs, and the first phase was officially broadcast on January 24, 2015. After the second episode aired, we suspended it. Li Ning introduced.
"With the change of the times, entrepreneurial projects do not necessarily adapt to the situation, so entrepreneurs need to constantly correct mistakes on the road to entrepreneurship," Li Ning and Zhang Qingjia said, "Originally we planned to use the 'Judian Afternoon Tea' column to bring the jushang technology brand, but later found that this column is not consistent with the future development direction and planning of jushang technology, and the adhesion between the two is not large." Promoting the brand first and then developing the product appears top-heavy and unstable. So we suspended this column and shifted our focus to products and services customized to suits. ”
Suits are the trench coats of modern men
Actor Zeng Pei detective Ban Pingyi custom suit sample shooting
In Zhang Qingjia's eyes, the suit can be called the modern man's battle robe, and every man should have a suitable suit. However, if the suit is to be exquisite, it can only be equated with customization. "But at present, the price of customized suits is generally above 5,000RMB, mainly for high-end customer groups, but in fact, ordinary people also have the demand for suits." Li Ning said.
"The essence of the Internet is a collection, Pingyi custom use of the Internet to do suits, the biggest feature is cheap and convenient service," Zhang Qingjia said, "Pingyi custom light assets, and there are rich Shanghai Fashion Week designers, measuring and body division resources, unified purchase channels, as far as possible to reduce the cost, the price is uniformly set at 1999 yuan, is to meet the needs of ordinary people for suits." ”
Pingyi custom tailor-made division to measure the customer.com
Li Ning and Zhang Qingjia said that Pingyi Customization can only place orders on the WeChat public account at present. "After placing the order, the system generates the user information and sends the user information to the measuring engineer. The surveyor is in vertical contact with the customer to make an appointment at the right time for the measurement. At present, on-site service can be carried out within the sixth ring road of Beijing, and customization can usually be completed in one week. From July 20 this year to the present, the transaction volume has reached 217 orders, and the flow of water has exceeded 400,000. ”
Pingyi custom focus on men's suits, hoping to use the most concise things to get more people's attention. In the view of Li Ning and Zhang Qingjia, less is more, and subtraction is addition. "In the era of fragmentation, there is too much information and too many opportunities, and it is possible to succeed by choosing a point that you are interested in and good at. At present, Pingyi Custom will focus on suit customization and refine its research. In the future, we may carry out a platform strategy and expand to the field of leather shoes and tie customization. ”
brief summary:
Under the "Internet +" wave, O2O is quite hot, pingyi customization catches up with the trend, using O2O mode to do suit customization. In addition to creating a people-friendly price that ordinary people can accept, the more important significance is to greatly reduce the time cost of customers. For the future of O2O, Li Ning and Zhang Qingjia said, "O2O itself is the progress of the times, if the first generation of O2O only needs simple door-to-door service, then the second generation of O2O has higher requirements for the technology and service level of technicians." Pingyi will also take the body division as the central link, and strive to provide customers with the best experience and service, so as to conform to the trend of O2O development. ”