Every time he shares his entrepreneurial experience with others, Dai Yuefeng always says, "Entrepreneurship requires a restless heart." Such restlessness prompted him to overcome countless things and supported him to overcome countless hurdles.
He once made two bold statements, one is to be the "Online Watsons" of Chinese skin care brands; the other is to be the "Xiaomi in the mask industry".
If you look at the appearance alone, Dai Yuefeng is thin and often wears a pair of black-framed glasses, which always gives people the feeling of a big brother next door, especially when he smiles, showing a row of big teeth, shy and restrained.
It is hard to imagine that such a person would be a person who is in the market.
Rejecting merger and acquisition won Lei Jun favored
Dai Yuefeng liked to call himself a "farmer", and "farmer Xiao Dai" has always been his online name. However, this "farmer Xiao Dai" is actually a genuine businessman. The company he controls is about to be listed on the Shenzhen Stock Exchange GEM , and he himself will become the helm of a listed company.
On November 15 this year, the parent company of " Yunifang " Yujiahui Co., Ltd. IPO application was approved by the Issuance and Review Committee, which means that Yujiahui will soon be listed on the Shenzhen Stock Exchange GEM.
, from the first application to the approval, took only more than 7 months. Compared with the bumpy road to listing of other Taobao brands, Yujiahui is lucky.
Also favored by the God of Luck is Dai Yuefeng, the actual controller of this company. He holds a total of 58.4% of Yujiahui's stock and is the soul behind Yunifang.
Under the leadership of Dai Yuefeng, since 2006, the "Yu Nifang" mask has been sold online, and has become the "No. 1 mask for online sales" with a performance growth rate of 300% to 400% per year, and Yu Nifang has become a well-known Taobao brand.
Currently, Yujiahui has four skin care brands: Yunifang, Shiyijia, Huayaohua , Xiaomihu , and an independent B2C mall Huimei.
In 2013, Yujiahui, which was in full swing, was attracted by a Fortune 500 company. The other party issued an acquisition invitation and the acquisition price offered was more than ten figures. Faced with such attractive negotiation conditions, Dai Yuefeng, who was the president of Yujiahui at the time, was a little moved, but in the end he still chose to refuse.
resolutely rejected the high-priced merger and acquisition, which seemed "heart-wrenching", but in the end, we still have to face reality. Not long after, Dai Yuefeng was on the road to seeking capital help. This time, he came to Lei Jun.
He repeatedly modified it several times in advance and made a PPT for 15 minutes. When he was exhibiting Lei Jun, Dai Yuefeng only demonstrated until the 5th minute, and Lei Jun decided to make a decision to invest in Yunifang.
Therefore, in 2015, Yunihui received a 100 million yuan investment from Lei Jun's Shunwei Fund, and Lei Jun served as the director of Yunihui. Shunwei has also become one of the main institutions investing in Yujiahui in addition to Shenzhen Venture Capital and Qianhai Investment.
soft-grinding hard-bubble took the proxy
never thought that today's luck is actually the hard work in the past. Dai Yuefeng is not the founder of Yunifang in the actual sense. It took him a lot of effort to take the agency rights of Yunifang from Liu Hailang, the number one person in Yunifang.
When Dai Yuefeng first encountered the product Yunifang, he felt that "I could meet you in the moment of my life and spent all my luck." In September 2006, Dai Yuefeng, who had been tricking on the Internet many times, attended the online business conference held in Hangzhou.
This time he came to the e-commerce capital of China. He had a dream. "In such a place, I heard a lot of information and saw some sellers with their own brands doing very well, I was envious and moved."
At the Chamber of Commerce, he met Yunifang for the first time. At that time, the "Yunifang" skin care products were sponsored products for the conference. He was both curious and surprised. He was curious that Hunan also had its own brand of cosmetics, and it sold them in Niba; he was surprised, "Isn't this the business opportunity I'm looking for!" he said. After returning to
, he couldn't help but feel excited and immediately looked through all the information to check the products of Yunifang. After checking, he found that this kind of skin care product has a lot of background and has great potential.
He said, "I think this product is extraordinary. When I went back and searched for relevant information, I found out that she had not only tributed to Empress Dowager Cixi as a tribute, but there were documents that were sold to Europe, America and Japan in the early days of the Republic of China. Until now, the semi-finished products are still exported to Japan, South Korea and other places every year."
Dai Yuefeng decided to take the agency rights of this product and wanted to become an online sales agent of Yunifang. So he ran to meet with the boss of Yunifang again and again, but was turned away every time. At that time, he was just an unknown young boy, which was difficult to convince people, let alone handing over the agency to him.
Fortunately, hard work pays off, and in the end, the boss of Yunifang was moved. In this way, the business was negotiated, and Dai Yuefeng became the general sales agent of Yunifang products.
repeatedly made strange moves to counterattack and grow
Dai Yuefeng is not the kind of person who is complacent when he sees a little sweetness. After he has won the online sales agency, the first thing he does is to find a breakthrough point and win by surprise. He firmly believed that "the wine is also afraid of the deep alley. Without brand awareness and marketing techniques, he will definitely not be able to do it."
Soon, he found the selling point from the historical information of Yunifang. So he carried out a lot of brand packaging promotion of Yu Nifang from three angles, such as the above tribute court was loved by Empress Dowager Cixi, the beach head mineral mud was a naturally formed ore body that cannot be replicated as a selling point, and also found several wonderful historical legends for it. Such novel and historical and cultural connotation as
made Yu Nifang mask very popular. He then launched a variety of products, abandoning the monotonous style of only one cream and two facial cleansers.
In 2014, Yunifang sold more than 100 million mask stickers alone, with more than 10 million consumers, becoming the "No. 1 mask for online sales" and setting a record of selling 26 masks per second.
After gaining Lei Jun's shareholding, Dai Yuefeng simply moved closer to the Xiaomi model in the marketing end, slowly compressing advertising investment and adopting Internet "reputation of mouth" marketing similar to Xiaomi.
"To put it simply, we want to be Xiaomi in the mask industry." He did not hide his complacent feelings.
In order to practice this concept, Dai Yuefeng has done things to give back to customers several times. What made him most proud was a "big deal" free gift event. He prepared 9,000 masks at that time. As long as the user pays a penny through Alipay, he will receive a flat postage. If he pays six yuan, he will be responsible for express delivery to his door.
In this way, the mask is sent out and the brand effect is achieved, and most importantly, it only costs tens of thousands of yuan.
He said, "Although the cost of these 9,000 masks plus the postage costs a total of tens of thousands of yuan, the Internet platform allows our products to be delivered directly to the hands of real potential consumers. If I use this yuan to advertise on the TV station, it will be gone in a few seconds, and the effect is not obvious."
"Farmer Xiao Dai" from the countryside
Dai Yuefeng's process of running the Yunifang also made him extremely painful. When he deeply felt the complexity of interpersonal relationships, he, who was not very familiar with the world, chose to leave Yunifang. At that time, the investment of Yunifang's tens of millions of yuan had just been implemented.
html More than 0 years later, he recalled, "When he left Yunifang, he felt that he had done what he could do." But less than half a year, he returned to his familiar office as an executive director.Such a journey of going around may be due to his reluctance to Yunifang, or his persistence in that business dream and innate business ability.
Dai Yuefeng was born in a small mountain village in Dongkou, Hunan. His family is from a poor family and his father is a barefoot doctor in the village. However, despite being born in such a family, he has a keen sense of business since childhood, and he admitted that this is his inherent ability.
In the fifth grade of elementary school, he knew to resell candy between two villages. In the second year of junior high school, in order to sell the roundworm medicine distributed for free in the school, he was usually taciturn and did not dare to talk to the teacher alone. He actually made up various reasons and asked for six more pills from the teacher. "At that time, when you see profitable, you will overcome all difficulties."
's experience of reselling small commodities continued to the university.During his four years at Hunan Normal University, he not only worked as a tutor himself, but also started as a tutoring agency. When the business was booming, he earned about 800-1,000 yuan in just one noon.
How can anyone who has tasted the sweetness of business be willing to receive a normal dead salary for the rest of their lives? Although he worked in a school in Changsha for 15 months after graduation, he was busy making a small business.
After resigning, Dai Yuefeng smelled the business possibilities of the Internet. At that time, the Internet had already begun to be popular in China. One day, he casually put the Sony Ericsson mobile phone he had used for more than a year on the Internet for sale, but it was sold out in an instant. This unexpected success made him have a good impression of e-commerce.
2005 At the beginning, he started to buy some notebooks to sell, and he could earn several thousand yuan a month. Such a small-scale business allowed him to see the hope of Internet sales.
Source: E-commerce News
Author: Jiji
