As an ancient form of celebration, theatrical performances are now not only staged on traditional festivals, but also not only on TV stations. In recent years, Internet companies have produced their own theatrical performances, such as "Wonderful Night of Douyin", the New Year's Eve party at station B, Taobao Tmall party, etc. It can be said that "evening party" has become a "product promotion" ability. A symbol.
However, to hold a successful theatrical performance, in addition to program planning, there is also a key industry that is easily overlooked-the art clothing rental industry. In the traditional art clothing leasing industry, there are many pain points, such as order confusion and inventory backlog. Facing such a 700 billion-level market, how to use Internet thinking to upgrade the industry may be the focus of market opportunities in the art clothing rental industry.
In Hunan, there is such a company that "plugs in the wings of the Internet" for the art clothing rental industry, and launched an Internet art integrated service platform-"Yilu Leading", which opens new doors for offline art clothing rental stores. Industrial upgrading and standardization industries have brought a new chapter.
We are fortunate to invite Li Ding , the partner and general manager of Hunan Yique Network Co., Ltd. , to share with us his entrepreneurial story and the way that Yilu leads the Internet.
Navigator Li Ding: Five years of "Guang Diao" precipitation, ten years of industry experience
Like most entrepreneurs, when Li Dinggang entered university in 2010, he was not a "good student" in the eyes of a teacher. In current terms, he liked to "make things." However, Li Ding, who does not like to read, but has strong executive power, became a "capable person" in the student union and club.
He was involved in the planning of events in the student union and clubs. At that time, the large number of clothing needs during the planning of the activities gave Li Dingmeng the idea of entrepreneurship, and he started his first venture in the university-"event clothing rental". After graduating, Li Ding and his university elder brothers "Guang Piao" together, also engaged in the art clothing rental sector, which lasted five years. After returning to Huxiang, he has been rooted in the field of art clothing rental. It has been ten years now.
Years do not last, and the seasons are flowing, and in a blink of an eye it is 2021. The wonderful experience of time is that "a day is unsightly, but a year is passed by in the blink of an eye . " Looking back at the 3650 days and nights in the past ten years, Li Ding has been trekking on the road to entrepreneurship because he persisted in a dream, no matter how hard and bumpy the road was.
Having been in the art clothing rental industry for more than ten years, Li Ding has "seen" this industry long ago. To this end, in April 2019, Li Ding negotiated with his university friends, and the two began to build an Internet platform dedicated to serving art practitioners and enthusiasts-"Yilu Linghang". And in July 2020, the Hunan Yique Network Co., Ltd. was established in partnership with it, trying to use the Internet to change this "sick" market.
Today, Hunan Yique Network Co., Ltd. has achieved profitability in just six months after its establishment, and more than 400 clothing rental businesses have settled on the Yilu Leading Platform. The achievements of Hunan Yique Network Co., Ltd. and Yilu Linghang coincidentally show that Li Ding and his partners are accurate in their judgment of market demand.
Perhaps this industry has been waiting for such a change.
The pain point of the traditional clothing rental model is obvious. Yilu leads the way "Leave the trouble to yourself"
No industry is perfect, and clothing rental is no exception. But it is precisely because there are imperfections and problems that need to be solved that various opportunities and opportunities can be generated, and problems are the soil for the growth of opportunities.
With economic development and the improvement of people's cultural living standards, various popular cultural programs emerge in an endless stream, and the demand for artistic clothing is increasing. In the face of such a market with such a high growth rate, for many traditional clothing rental businesses, it is "you can only see but not eat", and it is miserable.
The reason is that traditional clothing rental businesses mainly focus on offline stores, and there is almost no online platform. However, a single offline store is difficult to meet market demand, the service radius is limited, and the passenger flow is blocked. At the same time, it is difficult to support growth in demand including clothing stock and style, capital, and transportation capacity.
Based on this, the "Yilu Leading" platform under Hunan Yique came into being. The platform focuses on serving all art practitioners and enthusiasts, relying on multiple safeguards such as locking orders, collecting deposits, and real-name authentication to attract clothing rental businesses to settle in. Simply put, after B-end merchants settle on the platform, they can enjoy a series of platform conveniences, including the platform's traffic users, the supply chain of Yuncang, the category of art clothing, and other sections of art services such as beauty.
On the one hand, Yilu Linghang can provide merchants with more channels to contact customers, on the other hand, customers can enjoy "one-stop service" in Yilu Linghang, without the need to go to different stores to meet different artistic service needs. In Li Ding's words, "Leave the trouble to yourself and the convenience to the business."
While the service is convenient, the Yilu Linghang platform can also provide solutions to the pain points in the traditional clothing leasing model. For example, the order and inventory confusion in the traditional clothing leasing model lead to the problem of locking customers. The order lock function of the platform can be used. Very good solution. Merchants can directly lock the order and inventory of the day through the platform. If there is no inventory on the day, users cannot place an order. After a user returns the clothes that day, the platform will automatically record the inventory, so that the order and inventory will not be confused.
In addition, the staking platform’s mode of collecting deposits and real-name authentication also reduces the cost of trust between C-end consumers and B-end merchants. After all, there is a problem of product loss rate after clothing rentals are returned. Part of the deposit and real-name authentication can be Let merchants reduce the risk of renting costs.
In general, Hunan Yique Networks Co., Ltd. currently has performing arts clothing sales and leasing, makeup, product promotion and other art service businesses. For Hunan Yique, performing arts clothing sales and leasing are the core revenue business. But revenue is not the original intention. Yilu's "ambition" is to drive the upgrade of the entire traditional clothing rental industry, let intelligent management replace traditional management, and at the same time drive more clothing rental entrepreneurs to participate in product profit distribution, achieving mutual benefit and mutual benefit .
To achieve mutual benefit and win-win results between merchants and platform agents, building a "yuncang" supply chain is the key
Realizing mutual benefit and win-win is a beautiful vision. Almost all startups hope to "make money by the way" while realizing their ideals and ambitions and solving the pain points of a certain industry. However, not all companies can really tackle the pain points and provide a constructive solution.
The "core" of every startup's constructive solution, in addition to technology, is a business model that cannot be copied. As Yilu Leader Li Ding said, what is entrepreneurship, "Entrepreneurship means there is no copying."
The unrepeatable model of Yilu Linghang is the "1+1+N" model , that is, if the store is 1, it will find N agents, and N agents can make the business more than ten kilometers away, breaking through a single agent The regional nature of the business, and then through these N agents or businesses, the infinite fission of product categories to user groups, etc.
In terms of norms, the function of the "1+1+N" business model is to unlimitedly expand the total category and quantity of products, unlimitedly expand the scope of business and business groups, and turn the passive business marketing of traditional stores and other customers into active marketing, allowing users to freely split .
What is the business logic of Hunan Yique? It is to attract more merchants and agents to settle in after infinite fission through the Yilu pilot platform. How to make more money? It is to solve the industry's pain points and increase the utilization rate of clothing, because only after solving the pain points, and then increase the utilization rate of clothing of the merchants, the profitability may be stronger.
So, how does Yilu Linghang increase the utilization rate of clothing? Drive the mutual benefit of merchants and agents?
Cloud warehouse construction is the core. In the future, Yilu Linghang will build cloud warehouses in each province to meet all the needs of the platform to transfer goods. Yuncang can greatly reduce the purchase cost of merchants and increase the utilization rate of clothing. For example, the purchase price of a set of clothing is 200 yuan, offline merchants rent and sell 80 yuan, and the deposit is 120; but the Yuncang merchants who transfer goods only need 30 yuan for the transfer fee, and then rent and sell 80 yuan to earn 50 yuan in net profit. For merchants, it saves money and makes money; for platforms, after N stores find the platform to transfer goods, the utilization rate of clothing increases.
At present, Yilu Linghang focuses on the market in Changsha, Hunan, and this is a good thing for clothing rental. After all, art clothing rentals are generally used for large-scale events and the time is immutable. Therefore, the rental of clothing requires high timeliness and focus. In the local market, the logistics time can also be controlled within one day, which also locks customers in the platform.
Today, Yilu Linghang has more than 400 clothing rental merchants settled in. The main customers are Hunan Broadcasting and Television, 31 Heavy Industry and Sunward Intelligent, etc. The B-end and C-end have a good scale, and the investment cost is independent of platform construction and marketing. Expenses are naturally easy to make profits under the high order fees of several hundred thousand yuan for large companies.
In addition, Hunan Yique has also established a complete supply chain system covering the entire industry, signed a strategic cooperation agreement with Anhui Lu'an Wedding Dress Association, and cooperated with 183 factories. In the future, Hunan Yique plans to set up a business department in Lu'an Industrial Park to focus on high-quality sources of upstream supply chains and continue to empower the industry with high-quality services.
What Yilu Linghang does is not only to serve art practitioners and enthusiasts, but also to sound the clarion call for industrial upgrading and standardized development. In the future, the domestic clothing leasing industry will also usher in a new spring, and the 100th anniversary of the founding of the party next year will also be a very good development opportunity. According to the "Thirteenth Five-Year Plan for the Development of the Clothing Leasing Industry" issued by the central government , the clothing leasing industry will increase by 30% in 2020, and local governments have also introduced policies to increase industry penetration. According to third-party research data, the market size of the clothing leasing industry has reached 700 billion yuan.
At present, Changsha is only the first step for Hunan Yique Network Technology Co., Ltd. to conquer the local market. In the future, it will expand to a wider region and provinces. It plans to expand its business territory to other cities with Hunan as the center, starting to Chengdu, Wuhan, and Chongqing. Wait for the city to move forward. Coupled with favorable policies and rapid market growth, Yilu's lead may take the lead.
"Rooted" to start a business in the industry without copying
The industry has been ups and downs for more than ten years, and Li Ding’s entrepreneurship is still "on the road." Part of his current achievements come from ten years of persistence. In fact, many of the entrepreneurs are "grassroots entrepreneurs" with no funds and no resources. Therefore, Li Ding still believes that only persistence is not enough, and they have to be "rooted" in the industry.
Entrepreneurs must understand the industry thoroughly and master the core technologies before deciding to start a business. If not, everyone will be in a hurry when encountering difficulties. Because they don't know where the solution is, Li Ding will give young entrepreneurs two words to "root".
In addition, a large part of the success of the Yilu Leading Platform is also due to the founders and partners "rooting" in the art service industry. Because entrepreneurs can only understand the pain points and development opportunities of the industry only after choosing a direction to "root" in the industry. When difficulties come, they can overcome them one by one, and they can grasp the wind when opportunities come.
Adhering to the belief of "rooting" is just like Li Ding's name. No matter what kind of hardship you encounter, "Ren'er, southeast, northwest wind", still "fixes" to the original intention of entrepreneurship, "fixes" in the art clothing industry, "bites the green hills" To get good results without letting go, the company "sets" first and then "rides the wind and waves."
Author: Yexiao An
Article source: Songguo Finance, please indicate the copyright for reprinting.