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Hongzhang capital Weng Yinuo: future consumer entrepreneurship may be the "battle of the source"

From April 23 to 25, the opening ceremony and the first course of "good life learning society" jointly sponsored by Shengjing group, a leading new economic enabling platform in China, liangpin shop, a leader in big consumer industry, five-star holdings, a diversified investment group covering a wide range of fields, and scene laboratory, a leading enterprise innovation service platform in China were held. Entrepreneurs came from all over the country, Start a business together. Weng Yinuo, the founding partner of Hongzhang capital, a senior investor who has been deeply engaged in the field of consumption for more than 20 years, shares with you the general trend of China's consumption. Weng Yinuo pointed out that: In the new era, any product or category may be redone with new methods, new ideas and new technologies. Today's business has evolved into an era of weak links and weak brands, but the value of supply chain in the field of consumption is very large. China's supply chain foundation is perfect and strong. Combined with the new generation of entrepreneurs, there will be more and more "super supply chain brands" in the future. The following is the record of sharing, enjoy~ Hello, I'm glad to come here to share the view of Hongzhang capital. Last year, we made a deep consumption trend research report. We believe that Japan, which is the most similar to China's macro population structure, takes the past and present of Japan as a basic sample, and then reverses the trend of China, which is the most macro perspective. Share the details with you today. 01 On Hongzhang capital In 2012, I founded Hongzhang capital, mainly focusing on investment in large consumption field, and it has been nearly 10 years now. We have experienced a lot of economic cycles, and the whole investment logic of Hongzhang capital actually has an iterative process. We started from retail in 2012, and then to chain. Chain is a business form. It is not an industry, it is a collection of many industries. We invested in money mom, legend of fresh food, etc. we all have coverage of all kinds of chain forms. Chain is also an area where we have a very good return on investment. Then we started to invest in brands, such as blue moon and small appliances. After that, we started to invest in super supply chain, because we think that today's business has evolved into a era of weak brand and weak link, but supply chain is more valuable, and the value of supply chain in the whole consumption field is very big. In recent years, we have started to invest some projects of consumer technology. In fact, we attach more and more importance to technology, and the whole strategy is also moving towards 2B service and some technology upgrading. Therefore, the evolution of the whole investment logic starts with platform companies, then to the product end of brand and supply chain, and then to investment technology and services, which is a whole understanding of big consumption. 02 The new normal of Chinese consumption under the superposition of three waves 1. Macro politics "anti globalization" Back to the point, the dispute between China and the United States is a relatively big topic in the past two years, which has had a significant impact on China's macro-economy. In the past decade, we have made financial models or macro data, and most of our logic is based on the economic perspective. We believe that we will consider less geopolitical factors, but it is actually becoming more and more important. Including today's hot topic, why is cross-border outbreak after the outbreak? In fact, we have seen a new trend that e-commerce rate is rising after the outbreak in various countries around the world. The emergence of such a super platform has given Chinese sellers the opportunity to link directly to consumers through the platform. This change has actually changed the pattern of value chain of the whole export industry chain. That is, I may change from a supply chain company to a brand company, because I can run consumers directly, and the experience of Chinese sellers in domestic traffic operation can be said to be the most powerful in the world. Today, our super supply chain capability has received the global, which has brought us a huge growth opportunity. 2. "New normal" of macro economy There has been a word in economy. Now many people don't remember it. It is called macro-control. Macro-control is actually a very fierce thing, which has a profound impact on the content of all consumption economy. In the macro economy, there are actually three major cycles, the first is called inventory cycle, the second is called fixed asset investment cycle, and the third is called real estate cycle. Beyond the real estate economic cycle, there is also a super big cycle called the technology cycle. One of the important reasons for GDP growth is the application of technology after breakthrough. Technology brings more demands after iteration, which is another tr

You just run forward, behind me, good life learning club

From April 23 to 25, the opening ceremony and the first off-line course of the good life learning society jointly sponsored by Shengjing group, China's leading new economy enabling platform, liangpin shop, a leader in large consumer industry, Five Star Holdings, a diversified investment group covering a wide range of fields, and scene laboratory, China's leading enterprise innovation service platform, were held in Wuhan liangpin building, Entrepreneurs come from all over the country to "start a beautiful business". As the first chairman of the board of directors of goodlife learning society, Yang Hongchun, chairman of liangpin shop, accompanies all entrepreneurs throughout the whole process. In addition to sharing his entrepreneurial experience and industry knowledge without reservation, he also collides with entrepreneurs on "entrepreneurship and entrepreneurship in my eyes". 1 The collision of front wave and back wave 2 Accompany is the longest confession of love Business is difficult, money, resources and cognition all restrict the development of the company“ You just run forward and I'm behind you. " It is Shengjing's original intention to launch the study club. We hope that the better life study club can become a "Huangpu Military Academy" in the field of big consumption, where entrepreneurs can achieve mutual success. At the same time, with the company and blessing of industry leaders and capital leaders, we can go higher and further. This time, we selected the best from hundreds of application forms, gathered 30 consumer entrepreneurs with "unique skills" together, let them express their opinions, show their strengths, discuss with each other, and grow together. 01 walking on the road of entrepreneurship, do not forget the original intention. There are many continuous entrepreneurs in the study club, such as shenchen and Shuyi, one of the founders of panda media. Relying on panda media's rich experience in serving the brand and catering industry for many years, they are committed to being the new consumer soft drink brand "guohuoshanzha drink" that understands generation Z best; One is the co-founder of trendy media, with rich resources and experience in the media advertising industry, to create a cutting-edge sugar free healthy tea "let tea". "My name is Shuyi. I'm from Beijing. My brand is rangcha. It's our mission to give you every day. This is my third venture." This is how Shu Yi introduced himself. From 21-year-old junior began to layout their own small businesses in the campus, stepping on the tuyere of the Internet to earn the first bucket of gold; To leave Chengdu and come to Beijing to catch up with the trend of mobile Internet and send enterprises to the new third board; And then to the joint establishment of trendy media. As a continuous entrepreneur, Shuyi has witnessed too many ups and downs in the Internet industry. In 2020, Shuyi will step out of the comfort zone again and want to do something that "she likes more and has more value" and "not just pursue fast and big". He noted that no tea FMCG Brand in China has achieved a certain scale, so he locked his third venture in this field and committed to building China's No.1 tea FMCG group in the future. Talking about why he came to goodlife, Shu Yi said that although he has rich resources and experience in the media advertising industry, he is still a newcomer in the field of consumption“ I hope to learn more about the operation methods of consumer brands by communicating with senior industry predecessors and excellent entrepreneurs. " To break through the cognitive bottleneck, we must first break the self limitation. In addition to continuous entrepreneurs like shenchen and Shuyi, there are also post-95 entrepreneurs in the study club. Through the exclusive "0 oil puffing" and "nano preservation technology", sun Sida, CEO of the first brand food laboratory of fish, meat and potato chips, focuses on "making all unhealthy food healthy and delicious". "Our team is young and there is still a lot to learn“ Sun Sida said that he learned a lot from the study club“ I will also synchronize the dry goods content of the Institute to our co founders and management team at any time to learn and grow together. " (left) Sun Sida, CEO of the laboratory (right) Wu yuebo, founder of Oumi eyelash For Wu yuebo, founder of Oumi eyelash, who has been deeply engaged in the nail and eyelash industry for 16 years and has opened 20 Direct stores, and now is committed to becoming the z-generation eyelash brand, this course brings her more thinking about online and offline, from traditional stores to Omni channel operation, and benefits her a lot. "Just after the first course, I'm a little reluctant to part with it, and I'm looking forward to the second one. General manager Yang's spirit of sharing and charisma make me realize what is the pattern of success, and also make me firmly believe that only the pattern, courage and sense of responsibility are

Shengjing Netcom Peng Zhiqiang: won Alibaba's 4.5 billion yuan financing, huitongda leads the new mode of "industrial router"

On April 17, huitongda announced that it completed the 4.5 billion yuan financing invested by Alibaba group. As an investor earlier than Ali, pengzhiqiang, co founder and chairman of Shengjing Internet Alliance Group, believes that the "industrial router mode" of Huitong realized the sharing of stock flow through SaaS tools, products and communities, In the real sense, it has achieved the "empowerment" for 80000 small B (small merchants) in rural areas. Shengjing network has become China's largest innovation and entrepreneurship service platform, and has grown into China's largest global parent fund. By the end of last year, the top 60 science and technology venture capital funds in China, the United States and Israel have invested more than 10billion yuan. And this time Ali's investment in Huitong Da will explore new rural retail samples through cooperation. In the retail market with more than 30trillion levels, with the National Rural Revitalization Strategy entering the golden period of development, the giants represented by Ali and JD have already entered the rural market, but there has been no breakthrough in the past few years. Why does Ali make a huge investment in foreign exchange? What profound impact will the rural e-commerce ecological model constructed by remit have on the future industrial Internet? On April 18, chuangbang exclusively interviewed pengzhiqiang, co founder and chairman of Shengjing Internet Alliance group. Some sharp points of view were excerpted as follows: 1. Why is it more and more difficult to be an e-commerce now? Because the flow is too expensive, the increment is basically gone. Why do bat go offline to buy? Because they have finished the online war, they will go to grab the traffic off the line. So from the stock flow age, the mode of the exchange access is of great significance - based on the offline and fragmented flow, the value reconstruction is realized. 2. There is a special core to do empowerment, it needs SaaS. Why do many of them do B to B trading platform, which is doing transactions, but the value of the company is not released? Because these platforms do not have a set of SaaS to serve and empower those small B. 3. SaaS is dead; Baas has come (business as a service)“ SaaS is the foundation of baas - if you don't have a SaaS, say you want to build an "industrial router", which is selling the concept. The following is the dialogue: On the mode of "industrial router" Venture state: as an important investor, how do you think of the rural e-commerce ecological model constructed by huitongda? Peng Zhiqiang: we have the direct investment (the first mock exam), and the parent fund has been voted through Huaxing Heshun. The main reason is that it is optimistic about its business mode. We call this mode "industrial router mode". In fact, Zeng Ming, chairman of Alibaba group academic committee and head of lakesian university education, once called this type s2b2c model, which he thought was a particularly important business model in the coming years. Our ideas have different points, but there are also new upgrades. Industrial router is a new vertical platform, which has the characteristics of traditional platform mode, but in a broader sense, it is a new platform based on sharing economy. The so-called sharing is that it is not the only one of its own, but fully mobilize the subjective initiative of stakeholders of all parties of the platform, even in a certain sense, make the other party earn more and the platform makes less. So "industrial router" is to maximize the efficiency of all parties with the best efficiency and the lowest cost model. Specifically, huitongda has united 80000 rural "husband and wife stores" in the country, and then empowered them through tools, products, finance, communities and other ways to realize sharing. We think this is called "empowerment industry community", which is a new business logic. The first mock exam city is different from the urban electricity supplier. This mode has solved the demand of rural residents in the fast and good province when they consume, which is a business mode suitable for the characteristics of rural electric business. Venture state: why does Ali choose to invest and exchange to reach? Pengzhiqiang: the reason why Ali will invest in it is because in the field of "new countryside", huitongda is basically not lost with the giants like Ali and jd. The "enabling industry community" formed by the formation of the original whether to B to B, SaaS or join, why are they actually very difficult? And remit, now is a profitable company, which is almost unimaginable in the traditional e-commerce field. For example, Jingdong, when Gmv (total transaction volume) exceeds 100 billion, it still loses a lot. Why can the Huitong reach realize this business logic? Because it is shared traffic, that is, the traffic of 80000 "husband and wife sto

Why can 7-11 get more than 90% gross profit?

First launch of the whole network, complete notes and new retail Why does Alibaba run offline? How to realize online and offline Omni channel marketing? How to achieve the ultimate single product management, to create a single product popular? Hello everyone, today we share a real super species 7-11.    Recently, we are studying a popular term, which is called "offline business technology".    When a large amount of traffic is still in the hands of offline enterprises, is still widespread in the society, and even must exist for a long time in the future, how to strengthen the offline business technology, so that the efficiency of offline business is no less than that of online business?    1、 Gold flow under the United line The first step in the upgrade is undoubtedly traffic.    Today, Internet companies scramble for both online and offline traffic. Why does a pure e-commerce company like Alibaba go offline? Because offline accounts for 80% of the traffic.    The biggest invisible asset on hand of offline enterprises is offline traffic, and so is 7-11. Of course, the so-called offline technology focuses on traffic.    How can 7-11 unite offline traffic? The most important thing for offline stores is location. How to get the best position?    The mom and pop shop just needs to do your job well, you just need to come to me with the golden position. Because your golden position is my professional manager, even if you go to expand, you may not be able to get it, or you may not be able to get it. Even if I have the ability, the position is yours, and I can't get it if you don't sell it.    All in all, you can get the golden position, which is the biggest invisible asset. But why didn't you do it well in the past? Because your genes and abilities are not enough, it doesn't matter. I'll empower you. I'll teach you how to do better and more efficiently, so that we can work together to achieve the maximum resource sharing. I share your golden position, you share my business technology. Why can 7-11 get more than 90% gross profit?    It's hard to imagine that selling a bottle of water can make a gross profit as high as 90%? Can you make a 90% gross profit by selling a loaf? How is it impossible to subtract cost from income? However, this is a typical self-management thinking. When 7-11 is no longer self operated:    Water is still on sale in the mom and pop shop, bread is still on sale in the mom and pop shop, but you are sold out. On the basis of my empowerment, I will teach you how to manage commodities, how to manage logistics, how to manage big data, how to improve business efficiency... Make a single store's all abilities and skills to the extreme, and your profitability will be far higher than other mom and pop shops and small street stores. At this time, the higher part of the profit will be shared between us. What kind of company is 7-11?    Is it a company selling goods? no It's a training consulting company. Its cost is not the cost of those goods, but the ability to train and consult. So we know that training and consulting is the cost of personnel, it does not have the cost of operating cash flow. The coverage rate of personnel can be very wide, because a 7-11 OFC (we call it political commissar) can also be understood as a 7-11 consultant, trainer and supervisor. He can see eight stores by himself. If you run eight stores by yourself, how many people do you need? And he can see eight stores by himself, which is why the gross profit rate of 7-11 is far beyond your imagination.    On the surface, 7-11 is a very traditional retail industry, but on the core, it is the most popular thinking logic today - the industrial router designed by the sharing economy.

Who is the next consumer unicorn| Good life Institute

There is a joke in the market: "if I have money, connections and brains, I'm sure I can do better than him!". It seems like a joke, but it's true. VC favors the strong, and the three points of "money, relationship and brain" are exactly what most new consumer enterprises need. Money is financing. The data shows that during the period of 2018-2019q2, the financing of new brands in the consumer field is less than 1%, that is to say, 99% of enterprises may be in trouble due to lack of funds. Relationships are resources. No one is short of resources. Even Liu qiangdong, the founder of Jingdong, visited Wal Mart headquarters in the United States with the help of network resources. He learned the advanced logistics network structure and warehousing system configuration, and was able to create today's Jingdong Logistics. The mind is cognition. There was once a failure entrepreneur who studied more than 100 failure cases and finally summed up 7 death causes. After careful speculation, behind the seven causes of death, they all died of the cognitive bottleneck of the management. Based on the observation of new consumer industry for several years, Shengjing group has been thinking about whether it can become a long-term companion of entrepreneurs - since new consumer entrepreneurs are most short of "money, resources and cognition", can we launch an organization to give everyone "money, resources and cognition"? So in January, the better life super single product study society (hereinafter referred to as "the better life study society") was established - this is a special training camp for outstanding new consumer entrepreneurs, with only one mission: to discover excellent new consumer companies and run with them. To this end, we have set up a special investment fund to invest in you (provided that the company is excellent enough); We have invited a group of CEOs of new leading consumer enterprises to serve as tutors (founders of well-known enterprises such as liangpin store and Five Star Holdings) to enhance your cognition; At the same time, use the industrial resources of leading enterprises (in the form of special docking meeting) to incubate you. After joining the good life study club, we will start a business with you: by means of empowerment, joint venture, investment, acquisition and other forms, we will link a group of new and cutting-edge entrepreneurs with the potential to create super large single products, and build a large consumer industry community and development ecology. If you are good enough, read on. 01 Liangpin store + Five Star Holdings Share industrial resources with you What resources do new consumer enterprises lack most? A strong brand endorsements for you, a set of efficient channel development management mechanism helps you expand your territory, and a perfect supply chain channel helps you build products Entrepreneurs have limited energy, the best strategy is: to create a core value, the remaining link through the integration of resources. If these resources are created by themselves, they will spend a lot of time, and in the end they will not do well in any link. What kind of industry resources will you get to join the good life institute? 1. A-share listed enterprise - liangpin shop. According to the financial report data in 2020, the annual revenue of liangpin shop reached 8 billion yuan. For five consecutive years, the terminal sales of high-end snack market is leading in the country, and snack is leading the enterprise. There are 2700 offline stores and 99 online channels. In 2020, the retail revenue of Omni channel terminal will be close to 10 billion, and the membership of Omni channel will be 97 million. From physical retail to new retail, channels and supply chains will be open to entrepreneurs.    2. Five Star Holdings, a diversified investment group covering a wide range of fields, is involved in modern service chain, rural e-commerce, comfortable smart home, finance, investment, etc. It has successively cultivated three Unicorn enterprises, "huitongda", "child king" and "haoxiangjia". The total valuation of the three companies is over 50 billion, and they can work hand in hand with entrepreneurs in related fields. At present, "child king" has 352 large-scale digital physical stores with more than 33 million members; At the same time, it has also cultivated Unicorn enterprise "village Bird Network" and gazelle enterprise "Agra". 3. Shengjing group, China's leading new economy enabling platform, has been deeply engaged in innovation and entrepreneurship groups for 13 years. It has gathered tens of thousands of entrepreneurs and entrepreneurs who are eager for innovation. It has invested 12 billion equity in direct investment funds and master funds to link the best new economy enterprises and innovation investment institutions at home and abroad. Its investment portfolio has covered 140 + listed companies. 4. Scene lab is a leading enterprise innovation service platform in Ch

Liu Yan of shengjing.com: SaaS is needed for enterprise services to achieve turning point growth+

Digital is a new word, but if we mention another word, I believe you are not unfamiliar with it - enterprise service. In the past, we often talked about enterprise services. In the future, we will talk more about "enterprise digital services", which will be the general trend of entrepreneurship in the field of enterprise services. On May 28, the "2021 truth conference · Digital Economy Summit" initiated by pencil road was held in Beijing. At the summit, Liu Yan, CEO of Shengjing Netcom and founding partner of Shengjing Jiacheng, delivered a keynote speech entitled "super track and typical mode of enterprise service". Liu Yan was the founder of Tsinghua Ziguang IT business group, a well-known listed company in China, and was the chief operating officer of Tsinghua Ziguang it group, bringing the company to 5 billion scale from scratch. She is proficient in the comprehensive operation and management of large enterprises, and has profound insight and experience in business model innovation, strategy formulation, lean entrepreneurship, fine operation, etc., helping hundreds of listed companies and high growth enterprises realize business model innovation. He is the author of the best-selling management book "excellent execution - how to improve the execution ability of Chinese enterprises". The following are some of the cream ideas: 1. In the past three to four years, only about 10% of China's capital market has invested in enterprise services, but now it has risen to about 15% - 20%. After the epidemic, the enterprise service track ushered in the spring. 2. In China, there is another term for enterprise services, which is called "industrial Internet". In the future, there will be the rise of companies whose market value and scale are no less than or far more than that of a large number of consumer Internet companies. 3. In the course of enterprise service, the greatest certainty is the certainty of demand. The common demand of 2B service is "cost reduction and efficiency increase", which means that the investment in this track will have the opportunity to obtain a higher market value investment ratio. 4. It is possible to provide SaaS services for large enterprises, but it is very difficult to provide SaaS services for small and medium-sized enterprises. If enterprise service companies want to achieve more large-scale turning point growth, they need to develop SaaS +, + trading, + consulting, + operation, + training and so on. …… The following is the text of the keynote speech, organized by the pencil path. Enterprise service enters into super stage In the past 20 years of innovation and entrepreneurship development in China, a large number of investment is devoted to consumer categories. But we have noticed that, after the outbreak, more and more funds have begun to focus on the business service track. This is the inevitable experience of innovation and the inevitable experience of capital market. We can see today that 50% of the U. But, now it has become higher and higher, rising to about 15% to 20%. Although the epidemic has brought pressure on many tracks, it brings spring to the service track of enterprises. Everyone here, if your business is doing business services, congratulations that you have entered the tuyere stage of super track now. Enterprise service has a very important feature, is long. Long means that, in the future, if new business model design is adopted, the enterprise service companies will have market value and scale no less than or far beyond the large amount of consumer Internet. Today, we share the super track and some typical models of enterprise service. We hope that we can learn from them, so that our enterprises can achieve faster and more stable development. First, we briefly introduce our grand scenery network. The location of the grand scenery is a new economic service platform, in other words, we are also part of the enterprise service track. In the past decade, tens of thousands of entrepreneurs have been gath