[What are the reasons for Chen Ou's entrepreneurial success] A case study of Chen Ou's entrepreneurial success.

As an entrepreneurial example of the post-8s generation, Chen Ou has brought us quite a shock. Chen Ou, the star of fortune, is the CEO of Jumeiyoupin. So, what are the reasons for the success of Chen Ou's entrepreneurship? Here are the reasons for the success of Chen Ou's entrepreneurship, which I have carefully sorted out for you. Let's take a look.

The reason for Chen Ou's success in starting a business

Chen Ou was shown to the public as a goddess. At the age of 16, she studied at Nanyang Technological University and graduated from Stanford MBA. She was handsome, especially after Chen Ou-ti, who spoke for herself, was widely spread, which caused a strong buzz among girls. It was not a diaosi. In the development of Jumei, Jumei has always faced the pressure of more powerful opponents, and Jumei has no advantage in capital and resources, especially in the face of the high-pressure competition between Le Bee Network controlled by Li Jing and Haitao Network, a joint venture of Ali Hunan Satellite TV, Jumei has completely surpassed in just two years, and forced le bee to be included in Vipshop under the leadership of Sequoia. From this perspective, Chen Ou is undoubtedly a diaosi.

Jumei should be Chen Ou's second venture. As early as when he was studying at Nanyang Technological University, Chen Ou and his younger brother Liu Hui founded an online game platform that is now well-known in the world. In 27, FrestL joined and later became CEO. Due to certain contradictions between them, after being completely controlled, Chen Ou sold his shares to FrestL, who renamed it Garena. And quickly became popular in Southeast Asia. It should be said that GG's entrepreneurial process tempered Chen Ou, and it finally embarked on the route of continuous entrepreneurship. Later, Chen Ou studied in the United States and studied at Stanford University MBA, which further improved his business philosophy.

Because Chen Ou's family is good, his parents were a little sad when they learned that Chen Ou was starting a business in Singapore to play games. They always hoped that Chen Ou could get a doctorate and then go back to China to do a career. Studying in the United States was fully supported by his parents, but Chen Ou was busy. During his stay at Stanford, he met Dai Yusen, Chen Ou's most important partner. Together with Liu Hui, who is still in Garena, three people formed an entrepreneurial team. Chen Ou knew management and market. Liu Hui knows technology, and Dai Yusen knows vision. Because of the previous experience of game entrepreneurship, the original business plan was still the business model of in-game advertising, which touched the angel investor Xu Xiaoping. Based on his personal trust in Chen Ou, Xu Xiaoping invested US dollars, more than one million RMB, and the three of them founded a game advertising company, which ran out of money in a few months. After drawing lessons from it, the three founders decided to transform. At that time, group buying was on fire. Tuanmei. com was established in a hurry, and later renamed Jumei. At this time, cosmetics were sold in limited time as a business model. At this time, there were several e-commerce companies selling cosmetics. In order to distinguish themselves from their competitors, Chen Ou decided to return the products for 3 days without any reason, which was the basis for winning customers' trust. With good business performance and the founder's overseas aura, Sequoia injected $5 million into Jumei in 212.

what are the reasons for Chen Ou's success in starting a business? The author once communicated with Chen Ou, why should I regard myself as an entertainment celebrity, and participate in the activities of various TV stations everywhere, but also endorse myself? From the dual endorsement mode with Han Geng at first, to the invention of Chen Ou-ti later, to completely endorse myself, Chen Ou told me that it was to save money, get free exposure opportunities by participating in TV stations, and finally benefit the company, including participating in entertainment programs of Hunan Satellite TV and participating in recruitment programs that belong to you. Using Weibo to improve his influence, etc., saved a lot of promotion expenses. When communicating, he also envied Liu Qiangdong, and thought that the milk tea incident was helpful to enhance the popularity of JD.COM. Unfortunately, he did not dare to speculate too much, otherwise Jumei's popularity could also be improved.

It is no accident that Chen Ou-ti was invented. In fact, Chen Ou-ti was the result of careful consideration by Chen Ou. He is highly sensitive to the market. Who buys cosmetics on Jumei? Most of them are not Bai Fumei. They prefer high-end counters. Most of Jumei's users are middle-and low-income young female users. They live in the city with limited income, but they are eager for beautiful love, hoping to dress themselves up through limited income, and they need social recognition more. How to touch the hearts of such target users and cause them to sing emotionally? Once it is done, Jumei can stir up a huge reputation and enhance the loyalty of users on the basis of emotional identification. I have also communicated with Chen Ou on this issue. How did Chen Ou's body come out? Chen Ou told me that Chen Ou-ti's advertising slogan and advertising design scheme were all decided by himself. He wrote his own advertising slogan and appeared on his own screen, and let Liu Huipu, the vice president, play a local tyrant in an advertising film. He was abandoned by a girl and went to the male diaosi?

what is Chen ou's style? Inspirational? And? Self-esteem As the core moral, it has completely touched the target user group who is still struggling, and made Jumei associated with Chen Ou-ti, which is an effect that can't be achieved by many advertising fees, because the advertising is afraid of scattered themes, and several series films have a moral. In the end, users can't even remember the advertising content clearly, and there will be no * * * sound. Chen Ou-ti falls on the operating figures, which means that the word-of-mouth effect is huge, the cost of new customers is greatly reduced, and the loyalty and loyalty of old customers are great.

Revisit Chen Ou's Chen Ou style with every word: You only smell my perfume, but you don't see my sweat; You have your rules and I have my choices; You deny my present, I decide my future; You laugh at me for having nothing and not being worthy of love, and I pity you for always waiting; You can despise our youth, and we will prove whose era this is. Dream is destined to be a lonely journey, and there is no doubt and ridicule on the way, but so what? Even if you are black and blue, you should live beautifully. I'm Chen Ou, and I speak for myself.

Chen Ou was angry, Chen Ou himself was angry, and Jumei was angry. This was Jumei in 212, so in 213, Jumei held a third anniversary promotion, almost letting Jumei come to a bad end and Jumei hold a 31 promotion. Chen Ou thought that he could sell it for 1 million yuan. At that time, he stocked 7 million herbal medicines, which was a bit much. In fact, the first day was fine, but the next morning. Users waiting to place orders on the Internet simply couldn't get on, causing a serious crisis. On the third day, the server finally returned to normal. However, due to too many orders, two months' inventory was sold in two days, which completely exploded. The existing manpower could not be exhausted, and there was no crisis plan at all. Many users had been waiting for more than ten days and had not received the goods. It seemed that Chen Ou had been in the sky and suddenly fell into the ice cave, and countless people in Weibo began to curse Chen Ou. I only know how to fool people, but only show off on TV. There is no real talent and learning. The reputation of Jumei has also fallen into the freezing point overnight. It is terrible to lose the patience of users. I communicated with Chen Ou, who said that it was very dark for him at that time and he couldn't sleep well for several nights. What should I do? When the logistics and technical systems are paralyzed at the same time, the person in charge must be responsible. In history, from ebay to JD.COM, when there was a serious downtime, the technical person in charge was replaced without exception. JD.COM introduced a large number of technical executives. When ebay had problems at that time, Whitman also hired strongmen to join. At this time, the old technical person in charge was inevitable, either changing jobs or going out, while Chen Ou, at the suggestion of Xu Xiaoping, I also began to think about introducing foreign executives to make up for the shortcomings of the founders. Although Jumei's technology and logistics leaders are his old partners and Liu Hui, the co-founder of GG and Jumei, I also asked Chen Ou about this issue. After the crisis, Jumei introduced the vice presidents of various lines such as technology and logistics, so how to form a compromise between the entrepreneurs and the external executives? Chen Ou said that old employees must still be respected, but everything is still guided by the interests of the company, and there is no way for those who are really incompetent ... * * * are brothers with the founder, which is even more difficult.

After the exchange of blood and pain, Jumei began to be formal. In addition to the clear division of marketing and core executives, Chen Ou spent one year building its own brand. Its own brand mainly focused on standardized products such as masks, and adopted the OEM model. At present, sales accounted for about 15% of the total sales revenue, but gross profit accounted for 1/3. Chen Ou said that the goal was 2%. Any more would affect Jumei's platform image, and the varieties that could be branded were limited. In addition to self-operated brands, Jumei has made huge profits through exclusive cooperation with some dealers, and communicated with Chen Ou, always emphasizing a name called? Water baby? It is said that Jumei has exclusively bought out the mainland business, and it may be able to sell hundreds of millions a year in the future. Buying out the business can bypass the price war with its rivals and obtain guaranteed profit margins, which is the key development direction of Jumei at present; There is also a part of gross profit from the realization of traffic. Jumei's user base is very loyal, and the traffic is huge. The sale attribute is obvious in cosmetics and clothing. Cosmetics Jumei has done a deep job, and clothing has been actively laid out in recent years, but it is still delivered by suppliers. Jumei only earns the cost of traffic realization, that is, commission. At present, it is 67 million yuan per month. Although it is unrealistic to catch up with Vipshop, it basically forms a whole category of sale structure, so that target users can get more choices of sale varieties. The above three kinds of products have maintained a high gross profit trend. As for the well-known cosmetics brands, which account for half of cosmetics, they are still in the stage of full competition. They mainly compete with Le Bee Network, JD.COM and Tmall to maintain dynamic low prices, which is the core category to attract users and keep users sticky.

The above mainly comes from a meeting with Chen Ou. In the conversation, Chen Ou has a diaosi flavor, and he thinks deeply. Many things are in the same line, and he is also the representative of diaosi e-commerce. After writing Liu Qiangdong and Chen Ou, the next time I will write about Wang Xing of Meituan, as the third article of the founder of Diaosi E-commerce. The Meituan led by Wang Xing has made great strides in two years, realizing the transformation from the third child to the controlling boss, and the share of group buying has changed from less than 1% to nearly 6%, relying on the wolf team management.

from the development trend of category structure, Chen Ou pays more attention to realistic factors. The multi-category structure makes the gross profit space more reasonable and the user loyalty more stable. For clothing and home, Chen Ou did not blindly enter, but kept a light operation to realize the flow realization on the basis of meeting the needs of users, which not only satisfied the users, but also made money.

Chen Ou's entrepreneurial story

Chen Ou, a Sichuanese, has parents who are government civil servants in prefecture-level cities. Before the age of 16, he studied and lived like most children. Until he was admitted to Nanyang Technological University in Singapore with a full scholarship. This is a good springboard. ? Chen Ou said that he studied computer in college and his hobby was making money. How to earn? Play a game competition. During college, Chen Ou, who is quite talented, often participated in game competitions. Other contestants regarded playing Warcraft as their life, while Chen Ou only took time to practice it three or four days before the competition. At that time, his best achievement was that he won the top three in Singapore's Warcraft.

Playing games didn't satisfy Chen Ou, but discovering and creating new games became his spare time. In the fourth year of college, Chen Ou founded Garena, the world's leading online game platform (the original gg platform, now has more than 24 million users worldwide), and attracted a large number of gamers, becoming one of the largest game battle platform outside China.

just when he was proud of Garena, he had to face a realistic problem under the pressure of his parents? Studying M B A at Stanford university in the United States. In 27, Chen Ou was successfully admitted to Stanford, and his focus turned to study again. During this period, Chen Ou met his second business partner, Dai Yusen.

Although he worked in a big company like Google, his working experience strengthened his idea of starting a business. In Chen Ou's eyes, employment is to complete the work according to the boss's ideas, and it is only his own responsibility; Unlike entrepreneurship, it creates value and can do what you like according to your own ideas.

Chen Ou said that he is a person with many ideas and likes to create and put them into practice. Aquarius is the most unpredictable character in the constellation, which seems to be very consistent with Chen Ou's behavior.

In p>27, Chen Ou met Xu Xiaoping through the introduction of Stanford alumni. After they had a cup of tea at Beijing Cuigong Hotel, xu teacher decided to invest in his game battle platform.

But Chen Ou didn't take xu teacher's money this time. Because he was faced with the choice of continuing his studies or returning to China after graduation. If you take xu teacher's money and continue to study, you will be very embarrassed. ?

In p>29, due to the sense of distance from MBA, Chen Ou found that his corporate atmosphere with Garena was not so in tune. The feeling that fate is not in your own hands? Therefore, he had to reluctantly sell Garena, a game platform that once made him proud. Although his parents hope that he will return to China after receiving his doctorate, Chen Ou, who has become addicted to entrepreneurship, is no longer on campus. On the third day after graduation, he returned to China and started his second venture. ? As a man, why do you choose to make a cosmetics website? Because I am an Aquarius, I don't do things according to common sense. ? This is Chen Ou's water bottle answer. Chen Ou returned to Beijing and registered Beijing Chuangrui Culture Media Co., Ltd., with Liu Hui and Dai Yusen as co-founders. Chen Keyi, the founding partner of Xu Xiaoping United Xianfeng Huaxing, gave him money, and the company started to do game advertising business. ? At that time, something was very popular in the United States, that is, web games made profits through built-in advertisements. For example, if you are a game user and want to buy game coins, you used to spend money to buy them. Now you can register an account or install software, and we will send you game coins. ? However, Chen Ou soon realized that this model was not acclimatized in China. As a man who is good at observing life, he found that the majority of female consumers in China lack confidence in online cosmetics purchase, and there is no leading enterprise in online cosmetics industry. For him, cosmetics is the new world. He summed up three? Feasible conditions? .

First of all, it is an indisputable fact that e-commerce is developing at a high speed in China. Secondly, there is a great demand for cosmetics, but there is no credible cosmetics website on the market; Finally, doing this industry that other men are embarrassed to do has given themselves a chance. The process of transformation is the first difficult problem in Chen Ou's life for more than 2 years. I am very strong, you can convince me rationally, but I will also convince you in a strong and rational way. ? If the company wants to transform, it must explain to the investors and tell the team a new story. The problem is that Chen Ou has no idea about what he is about to do.

The three partners had a heated argument. Chen Ou wants to be an e-commerce, and Dai Yusen proposes to be a community. ? I told him that the community is unreliable because it takes a long time to cultivate the market. ? And Yu Sen thinks that the e-commerce link is too complicated. I haven't done shopping, and I don't know how to retail. The three men have to make cosmetics. ? While they are arguing here, there is a group buying fever in China.

Chen Ou suggested playing by group buying first, and doing it step by step by feeling. Because the company's liquidity is only 3 thousand, they have to