Time flies by so fast, and it’s already mid-January 2014.
The person Zhang Yida entrusted Xu Xiaoming and Shen Beipeng to help find was finally found.
Who to look for?
Find a professional manager who understands online marketing.
Some time ago, Zhang Yida promised his father to do online promotion and marketing for the pet food factory and sell goods online.
Since the total assets were only 2.6 million in cash and the budget was not very sufficient, we did not hire a headhunter. Instead, we commissioned two venture capital tycoons to do the headhunting work.
The company was established last month and is called Beijing City Dogfud Network Technology Co., Ltd., referred to as "Dogfud".
It has never officially opened, just waiting for a suitable candidate.
Zhang Yida really has no money now, otherwise he wouldn't be able to afford a headhunter.
Now that the last 2.6 million has been used to start a new company, I will rely on Rui Xiang Technology and Yimin Wealth to distribute monthly living expenses from now on.
Ruixiang Technology's salary is higher, 100,000 per month. Yimin Wealth's life is tight and there are too many places to spend money, so the salary is on par with Fan Hongyang and Ding Siyao, who get 50,000 per month.
After the venture capital came in, Ding Siyao's salary increased from 10,000 to 50,000 a month, which can be regarded as a reward for her hard work and conscientiousness during this period!
After all, it’s not appropriate to get 10,000 yuan a month even though you are a CEO. Fan Hongyang also gets 50,000 yuan a month and also has 5% of the shares. So the treatment must be equal.
Ruixiang Technology paid a salary of RMB 200,000 for two months, and Yimin Fortune paid a salary of RMB 50,000 for a month.
With the 250,000 yuan, Zhang Yida bought a few sets of clothes and almost spent it.
Sometimes you still have to attend some important occasions, and you still have to pay attention to your dress. You are the chairman, and you also represent the company's image when you go out.
In the office of the chairman of Ruixiang Technology, Zhang Yida finally waited for the long-awaited talent.
Lu Fenghai is 30 years old this year. He has been engaged in online marketing for many years. He has been unemployed since his company failed to start a business some time ago. This is not accurate. It should be said that he is looking for new opportunities.
Xu Xiaoming was an angel investor in his last entrepreneurial project and invested 1 million yuan in angel investment in his mobile advertising marketing platform.
However, due to various reasons, the project ultimately failed.
Xu Xiaoming contacted him some time ago and asked him if he would like to be a professional manager. A company was recruiting advertising and marketing talents.
"Annual salary of 500,000 yuan, position of deputy general manager."
After hearing Xu Xiaoming report such information, Lu Fenghai was a little moved.
After some consideration, Lu Fenghai did not agree immediately, but planned to meet with the final decision-maker and have a chat. So today he came to Zhang Yida's office.
Lu Fenghai shook hands with Zhang Yida and introduced himself:
"My name is Lu Fenghai. I came here on the recommendation of Teacher Xu."
Zhang Yida nodded to express his understanding. Xu Xiaoming had sent him Lu Fenghai's resume and looked at it. He felt that it was quite suitable, but it was still necessary to conduct a final interview.
He asked Lu Fenghai to sit down and asked the administrative assistant to bring in two cups of coffee.
Lu Fenghai took the coffee and put it aside, and said:
"Mr. Zhang, Teacher Xu told me before that you need people who understand advertising and online marketing.
But I don’t know which one you want to do specifically?”
Zhang Yida took a sip of coffee and said calmly:
"In the early stage, we mainly focus on pet food such as dog food. In the later stage, we may expand to all areas of pet products, including pet toys, clothing, nutritional products, medicines, etc."
Lu Fenghai frowned. It turned out that he was selling dog food online. He thought it was an entrepreneurial project such as Internet advertising.
Xu Xiaoming didn't tell him the specific project, and he didn't ask. Thinking that Mr. Xu is also a senior venture capitalist and deals with Internet people and projects, he subconsciously thought it was an Internet advertising project.
Hey! I was careless!
Zhang Yida seemed to be drinking coffee, but he could see all the subtle expressions of Lu Fenghai.
Yo! Still a little arrogant! You still look down on my big dog food project!
So he said calmly:
"The initial advertising budget is 26 million, and we are ready to test the waters first.
In addition, there is a dog food factory in Chengdu with an annual output of tens of thousands of tons. My father is responsible for the production and offline sales. I am responsible for online sales. After receiving the order, it is sent to Chengdu, where I am responsible for shipping.
We are only responsible for advertising and online sales.
If the online sales effect is good, we will increase production capacity and increase advertising in the future.”
Lu Fenghai was a little surprised. Tens of millions of dollars in advertising was no small feat. If he could participate, he might as well practice his skills!
In the future, I want to start my own business again at night, and I will have more experience! Instead, by putting out so many advertisements, I can also get to know some advertising channels and connections.
Lu Fenghai put his hands on his chest and asked tentatively:
"If I join Dogford, which business will I be responsible for?"
Zhang Yida narrowed his eyes slightly and said slowly:
"When you join, you will be the deputy general manager, responsible for the company's comprehensive business, including advertising, online marketing, etc., all under your control.
I am just a nominal general manager. As you can see today, I have other companies and currently serve as the chairman of this Ruixiang Financial Technology Group.
This company only received US$50 million in Series A financing from Blackshirt Capital last year. Although it is developing rapidly, it cannot help but relax a little bit. There are too many things that I need to deal with.
So when you come here, you will be solely responsible for the daily affairs of the company, and I will not interfere.
Although my family's pet food factory is currently not large in scale, as long as the online sales channel proves to be effective, I will increase investment in this area in the future.
The current investment budget is more than 20 million, and in the future this number may be 50 million, 100 million, or 200 million.
I like to delegate power and share profits with my partners.
If you lead the company to develop well and prove your ability, you will be given equity incentives in the future."
Lu Fenghai thought for a moment and realized that Mr. Zhang was quite powerful. He had a factory at home and had received $50 million in venture capital from Black Shirt. He seemed to be a man who could do things!
So he no longer hesitated, stretched out his hand to shake Zhang Yida’s hand and said:
"Thank you Mr. Zhang for the opportunity. I am willing to join."
Next, Zhang Yida told him a series of ideas and opinions about opening online shopping stores on Taobao and Tmall, search engine promotion, self-media promotion, etc.
Lu Fenghai has been engaged in advertising and marketing for many years, so he naturally has some experiences of his own.
After some exchanges, the two reached a consensus that the top priority was to open the online store and get the company on the right track first, and then slowly lay out other lines of promotion.
After hearing Zhang Yida say that the down payment was only 2.6 million, Lu Fenghai didn't think much about it except that he sighed that it was a little small.
After all, things haven't started yet! It's impossible to throw tens of millions to someone who just joined and spend it freely before seeing the results.
Prove your own strength first! Sell some goods first. After seeing the results, Zhang and his son will definitely increase their investment.
With the 2.6 million given by Zhang Yida, Lu Fenghai first looked for a cheap office building, negotiated a price of 500,000 for half a year, and rented a 300-square-meter office space.
Then he summoned seven or eight brothers who had started a business with him in the past and pulled together the team first.
Then I opened two stores on Taobao and Tmall, and hired several UI artists to decorate and beautify the online store.
He also asked the Rongcheng Dog Food Factory to send a batch of feed as advertising display props.
Then we found a photography team and several pet dogs of different breeds, took dozens of sets of advertising photos and videos, and put them on the online store.
Finally, I contacted several gray production teams, all of whom I knew from the advertising industry.
What are you looking for?
Boost sales and positive reviews.
They all sell dog food. The higher the sales volume, the higher the display position in Taobao Mall.
Don’t care about sales? Want to rely on the online store to slowly increase sales? Improve rankings?
Next life!
If you don’t brush it, others will brush it!
Especially those stores with high rankings are afraid of being robbed of their rankings, so they usually sell some through natural traffic and brush up some.
If you don't boost sales, the sales gap with other stores will only widen.
As for the advertising express launched by the platform, you must vote for it!
This is the toll, can you not pay it?
It’s similar to Qiandu. They both engage in keyword search rankings and pay-per-click.
Buy "dog food", "nutritional dog food", "healthy dog food"... and a series of keywords.
When users search for dog food on Taobao APP, your store will be ranked first. The higher the bid, the higher the ranking.
Lu Fenghai has several experts who are engaged in keyword search and promotion, and they know the operating rules and word selection.
Otherwise, I wouldn’t dare to waste money randomly.
If the keywords are not set properly, it will be a disaster. If the user clicks into the store but does not buy the product, the advertising fee will still be paid.
Therefore, the store decoration design, pictures, video advertisements, as well as sales volume and praise rate are the keys to improving the conversion rate from entering the store to purchasing.
Lu Fenghai's operation is as fierce as a tiger, and the sales of dog food in the online store are rising steadily.
The orders placed in the backend were forwarded to the Cheng Ai Life Dog Food Factory in a timely manner, making Zhang Qinghua smile from ear to ear with joy.
Zhang Qinghua immediately contacted the express company in Jinyu County and asked them to station at the factory to collect the goods.
In addition, several employees were deployed to guard the Taobao supplier backend every day.
When a new order comes in, the recipient's address, contact number and other information will be printed from the background.
It is attached to the packaged dog food package and then handed over to the courier company, who sends it to all parts of the country and delivers it to the buyer.
Because online stores sell dog food in packages of three to five kilograms or one to twenty kilograms.
Although there are many orders, the total sales volume is actually not much.
However, the profit is very high. The cost is 1 yuan per catty, and offline dealers sell it for up to three or four yuan per catty.
You can sell it for 8-10 yuan per pound in online stores, and the profit is several times higher than offline sales.
Also, the brand awareness is not high at present, and it is taking the mid-range price route.
If the brand becomes popular, it is possible to sell it for tens of dollars per pound.
However, when selling things on Taobao, the sales volume still depends on the mid-to-low end. The high-end market has high profits, but sales volume is not good.
To make money, you have to rely on small profits but quick turnover.
Zhang Yida was very happy that the online store had a good start, but after reading the financial statements, he had a headache.
The 2.6 million yuan he gave Lu Fenghai is almost running out!
The office rent was 500,000 yuan, the advertisements were shot, and the online store was decorated for more than 100,000 yuan. The purchase of office supplies and equipment was more than 100,000 yuan, which totaled 800,000 to 900,000 yuan.
The daily fixed expenditure for getting good reviews is 10,000 yuan, and the through-train advertising expenditure fluctuates between 30,000 and 50,000 yuan every day.
According to this trend, the remaining funds will be spent within a month.
Zhang Yida did some calculations and found that the through train currently costs 5 yuan per click, and it costs 30,000 to 50,000 yuan a day to bring 6,000 to 10,000 visitors.
The conversion rate is about 20%, which means the number of paying customers ranges from 1,200 to 2,000 per day.
It is equivalent to 25 yuan to buy a successful customer.
On average, a customer buys 10 kilograms of dog food, the average price is around 9 yuan, and the sales revenue is 90 yuan.
The ex-factory price given by my dad is 3 yuan per catty, 30 yuan for 10 catties. It’s so bad! 200% gross profit, 1 yuan cost sold me 3 yuan.
Revenue of 90 yuan - factory cost of 30 yuan - advertising of 25 yuan = gross profit of 35 yuan
On average, a customer has a gross profit of 35 yuan.
There are 1,200-2,000 customers per day, and the daily gross profit is between 45,000 and 70,000, which is a gross profit of 1.35 million to 2.1 million per month.
The monthly office rent is about 90,000 yuan, the salary expenditure for a team of more than a dozen people is 200,000 yuan per month, and other miscellaneous expenses are tens of thousands of yuan per month.
It costs 300,000 per month to earn good reviews, but it can be reduced later.
It is estimated that the net profit is only one million yuan per month!
Hey, I feel like I can’t make much money! I’m all working for Dad and Dad Ma!