plug to our product launch is a quick validation, such a process, this process is a very critical process for us, we are in the process of doing the whole business validation, ah, what are we exploring and thinking about the second part, this is actually a very, very critical process that we are developing in the early stage, and that's actually what I imagine about the whole team and for us, I've always been this logic,
I said that we must think very seriously about the general direction, but we think that we should not think that we can design this path well, my path must be tested, and the general direction must be thought out first, because this external environment and this adaptability is a very subtle part, and this part is precisely to go.
To find in the process of testing, so at that time, in fact, after the category definition is completed, your origin group, your origin channel and the work of a series of users that he matches, you will face a process of finding a clear path, so for us is actually very important within us I said that we use the fastest time to complete the test, rather than the fastest time to verify our correctness. So I said let's not assume that a certain direction must be correct, we have conjectures, but we still have to verify it in 360 degrees, to verify it, then in such a situation, I can think in two directions, first, I use the minimum cost, second, but I can improve the dissolution to myself a little bit, I go to complete such a test, this is my logic at that time, I will give an example is very interesting from the perspective of the channel, although our team used to be very familiar. Offline business, because we were in such an entrepreneurial stage in 2001, Mr. Zeng accompanied the rise of China's supermarket to the time when we were in the fresh food category, and began to enter the supermarket, from the farmers' market to the supermarket, so we went to do some branding work at that time, and felt that there were some external conditions, so when we were doing a new project, After we determined the category of this product and the strategic positioning of the large, in fact, the channel test is a very important one, that is, the work, but at that time we did not go to the early design is very detailed, I said that we put the main channel models, we all withdraw, so at that time, Hema, in fact, e-commerce, and then the front warehouse to the home business, and we were familiar with the phenomenon in the past, we were withdrawn at that time, but at that time we also had conditions, It's that we have a certain degree of fault tolerance and anti-risk ability, I'm doing the first round. When it's red, I have this consideration, of course, it's also because the team has this condition, to do this thing, but what, every time we do a test, we don't reorganize, in fact, we are all such as channels, we choose a province and only choose one or two, and the second unit of our test is actually very small, including e-commerce at that time we only have one person, and then ask a third party to help us do some operations, we are doing collaboration alone in this way, Of course, after this car came down, we quickly found that a new category of our category was very inefficient in the early stage, because the proportion of fresh food we bought offline at that time was actually older, so at that time I didn't see anything like Jingdong buying food, like e-commerce running faster, that is actually a young crowd, they are actually buying with a new channel and new tools, and this time quickly led us to quickly do subtraction, I asked to stop the entire offline ah, focus on e-commerce and focus. New retail we have gone through such a process, so this test is very critical, this test makes us continue to make ourselves zero to understand new things, we are afraid that we will start from the extension line, and do not return to the state of the origin to think about what is my origin group, what is mine, what is the original channel is a way to match, is the new infrastructure they told me at that time, I was also blind, because I was not familiar with it before, It's just that we know that we make a new thing, we always have to keep an eye on people, you have to keep an eye on consumers, and then you go to match all the resources, you go to match such a process of construction, so I don't see new retail, actually. There are several very big benefits to this new infrastructure, but the feedback is very fast, and you can quickly get back to your product definition, right? What is your guess, then when we used to do retail, it was indirect through distributors, you can now directly see the comments, you can directly see these comments, very real, and you can also see the statistics, I said that the feedback at this time is very fast, for a new entrepreneur, this is a great benefit, so at that time we quickly dispelled a concern of mine, but in fact, will people think that it is a raw egg can survive eggs, Is it what we understand as a higher quality of this thing, in fact, in the first issue of the consumer is** you can see the comments very quickly, he thinks this is better, what about the second part, in fact, we found that this part of the new for us The concentration of the crowd is very high, we found that buying fresh food on e-commerce, he is relatively young first, because he has mastered such a ** to buy, he has helped us screen out, so at that time we were. We quickly make a choice to say which channels are our channels for high integration into the crowd, and the other one we also found is that it is precisely the new channel, they are a more open past, we may be in the original business as an extension of the line, basically the offline business is very passive, but you will find that these new channels are actually very active to seek change, he gives a very open state, which makes us introduce new categories of various external environment will be very good, So we feel that it is actually very important to seek a new environment when looking at a new category, and we also see that in fact, from the wide range of retail industry, in the face of entrepreneurs of our kind, giving him some new dividends is actually very high and rapid feedback and verification, and it may be very suitable for the consistency of the concentration of the crowd of innovative categories and the ease of accepting new qualities, such an open state of things is a very good thing, so the origin of the crowd and the origin. Channels are always us, a very important thing for start-ups, so how to choose one is actually the core problem we say to choose the channel is the consistency of the crowd, the consistency of personnel is actually the most important tool for our early development of the origin of the channel, in fact, in the early stage of the rapid growth of the brand, your efficiency will be very high, so at that time we made a very extreme decision. All our resources are directed to the online to develop the online team, we change from the operation to the self-operation, and then supplement the personnel, and then increase the investment for two or three months, we will quickly adjust, in fact, you will find that the fit of the crowd is our very important choice, of course, the early stage is to choose the reputation of the channel is also quite important, because we hope that when our products are verified, the origin of the crowd becomes the release of the crowd, that will ask the innovator to release the second to the consumer in the future, We hope that the channels we come up with, these early origin channels, can set a model for the future channels, so that you can expand rapidly when you. There is the potential energy to establish channels, so we say that in fact, the potential energy of the crowd to be expanded into the channel can be gradually accumulated, which is to find some very important things, and this part is actually its effectiveness and high efficiency completely come from the consistency of the crowd, I will share with you another one, that is, how to see some key elements of user feedback For us, early user feedback is a very critical thing, how do you come and find what you guess, these two parts are very interesting, Part of it, when you differentiate the category in the early stage, you want to say that you find the possibility of this category through some insight, and the second part is actually this category, in fact, after you finish the consumer insight, you will form your own understanding of this category, but even this category is actually. We define it ourselves, but it's what you think in your heart, the category value set for him, the consumer translates the past like this, is he your cognition, you need to get such a feedback, so such a feedback is actually very critical, and there are a lot of details in it, for example, I have been saying the first one in fact, but in fact it will not be consumer, we don't want him to think that it is to eat raw eggs, because once you eat this category raw, what about it, This demand is small, the demand is small, the category is small, you can't make a small demand for things into a big product in the past, I go to do this unsaturated fatty acid eggs, I found that an egg consumer wants to supplement unsaturated fatty acids by eating eggs, that is, DHC at that time is the logic is differentiated, the idea of brand differentiation, so looking for a differentiation, take it as the underlying logic, in fact, ignore a problem, the biggest demand itself derivative category differentiation is just by that. One of the parts of the logic is not the most important, so we have to verify it is very important to verify, but how to look at him now, does he think that it is a higher quality safe, safer eggs, higher standard eggs, rather than thinking that to eat raw eggs, once the direction is wrong, we are the general direction of the wrong, we will make a very small demand of a category of company representatives, because you can't undertake a big demand, but when we do consumer observation ** offline, We found that they first thought that it was a higher standard stage, and he would be safer, and I just don't have to cook This understanding is actually a very similar requirement to local eggs, so we judge that we can actually throw out this concern, but in fact it will not be recognized by consumers as raw eggs, and think. It will be a higher standard egg, when it becomes such a cognition, this is our judgment, in fact, it is connected to the big demand, we think that this category has the possibility of becoming a big brand, and this verification I think is the biggest first value for us, we do the test, we observe through the consumer is not a questionnaire, we are not a questionnaire, we do an observation test, we change the screen in the terminal to change the commentator, and then go to record the dwell time conversion rate, And then the people who consult, to see the changes after different adjustments, so I have a sentence to say, I said market research you are difficult to ask the consumer what he wants, you can only through insight into the consumer, and then to find a thing to test, to see if he can be a great product, it is difficult to be through the consumer This questionnaire can produce very few people, that proportion said that he bought eggs to eat raw is thinking that I want to buy this standard is higher, and then he used to have this colonoscopy, eat that sukiyaki, these scenes he thinks. This is a better egg, he bought back the biggest entrepreneurial risk is the wrong choice of direction to define the category, he suddenly let us see the direction we want to go, is a higher standard of eggs, because we say that the benefit of eggs is that he thinks it is a better stage, this is also a big demand, he wants to eat eggs to supplement nutrients This is a special need, but it, his docking demand is to receive this big demand, in fact, we have a very big sense of joy, Fortunately, our competitors have not understood the competitors, because they are very professional, professional people, they will feel that raw eggs, they eat raw it is too small, of course, this is one of the reasons, then the other reason is that the whole production is a big challenge, so that large companies actually dare not go out, quickly come in, I have another ah, to give you an example is the size of the egg is very interesting, we used to think that it is to be a small egg, why?
Chinese consumers just eat the eggs. Native eggs are to be small and even around there is a part called buying this what newborn eggs, think more nutritious, then our early assumption that is small, because we think that consumers like small eggs, that is, consumers like native eggs, he continued through, and later we found that our group of people did not see it this way, for a while he said that eggs have become smaller and complained a lot, and later found out that because this is also a different group of people, in fact, it is a younger group of people, He is no longer following the cognition of the soil egg in the past, he thinks that the bigger the egg, the better, so if you are bigger, don't I get a bigger egg for every penny?
So later we made an LG egg is bigger, including the Japanese are very particular about the richness of the taste of eggs, he said that if the taste of eggs is not strong, you will not have the taste of eggs, it will use very heavy animal protein, but Chinese are very sensitive to fishy smell, just like Japan, and these things are actually I think you will have some. The smaller the product attributes, and then use the feedback of early consumers, in fact, very quickly to complete such a supplement, so I always think that you must have a conjecture, but this conjecture we are most afraid of is that when we guess and turn the product into a fact, we always want to find self-verification, rather than going back to another objective to look at such a feedback, I think this is a very interesting thing, and then of course we also have a lot of partners, We often communicate that in the early days of a business, we pay more attention to what is the rapid growth of sales, the increase in the number of new users, or what we care about, because in our team, I almost think that one of the most important things in the early stage is repurchase, because only repurchase will make your business model viable. Because you get a new user must be very costly, so the sub-department is actually two questions on the repurchase to verify your basic product power, that is, whether the value you want to transmit and the value of the user's cognitive ability are consistent, only if he thinks it is consistent, he will buy again, and secondly, he will agree that the early cognition is a thing that it can repeat and believe, which is a very important part, and the thing we are most proud of is one thing, that is, my repurchase rate is the highest in the category. Because the early growth of the enterprise will definitely come from these leading consumers, your innovative consumers are often the people who are willing to share, so his repurchase of you is actually a very critical part of verifying your product strength, product definition and product transmission, and its repurchase is its own verification of this matter, your high repurchase rate indicates that you are accurate, your product definition is accurate, your delivery is accurate, your user group is also accurate, he is easy to give you. Form a real accumulation of user assets, and then pull up your user private, a very interesting thing, when we started a business for a period of time, well, our investors sent me a lot of information and said you see there are a lot of new skills, oops, I don't think it's familiar, because we haven't done it before, online said how to do that traffic, how to do that data optimization, I remember what we also recruited optimizers, and then they became core competencies. But we always feel that I have a reserved attitude, I think that no matter what it is, we only need to do business, we only need to make a product, he will buy it after he buys it, this is the most important thing, I think repurchase is more important than everything, I think the rest of the part must be at the technical level, but later we think we insist on being right, so we come to review, we are not good at doing it today, we still have to learn, such as how to go to the flow, the flow of arable land cost, That's not what we're good at, I think to this day. We are still part of the traditional company, the traditional operator, that is, we adhere to the brand leading, adhere to the category value, we think that these tools we are not practical and not good, but I think we are at the bottom of the understanding, we have not turned the instrumentalized things into strategic things, I think this is also a part of the luck that we may do, we have not stopped the core things, I said that the core things brand things must be repurchases, must not rely on ** to obtain, It must not rely on the purchase of traffic to obtain this income**, this is a very important problem for us, so at the same time, he also reflects another thing, that is, the product is always based on the brand, you will not have repurchase if you don't have product power, of course, you will not naturally bring about the rapid growth of the brand, but without the product, your brand will never grow rapidly, but the repurchase rate is actually composed of a variety of factors, one is its own recognition of the value of your category, and the second is It's your service, and so many other elements are.
So for us today, there are actually a lot of optimization cool purchases, one is to accurately deliver your information, this is very important, the second is that when you get users, you don't promise ahead of time or exceed the promise, you are giving you such a presentation within the value of the category itself, and then you can also do optimization, including the improvement of logistics, including the communication between customer service and users, this above, we also continue to see this uh data to continue to optimize, The improvement of these aspects can be made, that is, when the user buys, I still say that the value and expectation of his purchase should be consistent with the time of his delivery, this is the most critical key to his repurchase, so in fact, everyone can only say, so when we have new brands and new products, we have to do our own channels, I remember that it was at the end of 2020 and 2021, there was a period of time when my Civic was very hot, and we were also going to.
Conscious. I'm going to start the project in April, because the reason is that I said that consumers must say something, so my logic is actually because based on the data of our Civic we don't sell goods, why? It is that we have to look at the product attributes, to see your business goals, eggs are a broad spectrum of a category, it is a must be widely distributed online and offline, new retail social e-commerce, you don't want to intervene, so you have to rely on a wider range of channels to distribute your attention must be on helping the channel to move forward, rather than to build a channel yourself, and you build a channel It is difficult for you not to be competitive, if you start at the beginning of a growth to build a truth of a thing, it is difficult for you to develop, So I said that when I was in this factory, in fact, this is a very important starting point, the second of course, in fact, you have a very big improvement in the experience of your product, I don't think it will be a big improvement, high-tech products may not be the same, because it may have a very complex application. Then he needs a very good scene to show, then he may go to make a field by himself, but his purpose must not be sales-oriented, it is the brand with such a part, for such a product like ours, I think to rely on this own factory to build a greater brand, this logic is not valid, this is when we say that when we think about such a problem, our starting point is of course also to give you the marketing goal, you said that you want to make a channel that you think is very efficient, Or is it a channel with high profits in your own process, you go to close users, this may be your consideration, but I think that in this matter, there is actually no absolute right or wrong, and your product attributes, your marketing goals, your stage is closely related, we think that the Civic itself, is the function of its existence, he still has a stage, so at this stage, we define it from the starting point, we give it a very important task, The first is to use the tools of selfish desires to improve this as much as possible. The repurchase service of old users is good for old users, because we have a lot of this marketing campaign ourselves, and we also hope that he will actually pull new ones for our channel, so these two functions are actually a core, so from this point of view, it will become two one is the management of members, and one is actually to reach new users, which is a very important thing that we currently define for him, so in fact, some of the things he has to do, he is very simple. We hope that the old users can find out, to be able to get through the data can be retained, we are more to provide membership services such a function, including, we also put our purchase level is to do the accumulation, we will also form through the purchase of this cumulative number of points to form a certain number of points, in fact, it is a feedback and management of old users, a management of stability, in addition, we also through some cross-border some. Some of the activities under our ** actually do some new ah, take this as a focus of our current situation, of course, we also provide some meaningful cooking**, more such a number of use scenarios, these things, is a kind of content, that is actually in our production process, we often will, see the other is such a relationship between the brand and the channel, we have grown up here for two years, I think there is a very interesting thing, I think I can share with you, that is, in fact, the brand company is a very important issue or that the new company will run out in the future, in the situation that the interest pattern has been determined, to a large extent, it is very important to distribute from simple benefits to the creation of this, in fact, in the course of the past two years, I will summarize our relationship with the channel, to a greater extent, we are actually a cooperative and co-created relationship channel, forever. That's the case, that is, when you can bring additional things to the channel, someone has a big new user to bring better brain power and new traffic to activate his user group, in fact, you will mobilize his resources to become cooperation, if you just want to become a channel to promote, as far as you and others provide the same value, then you are sharing his stock resources, your relationship with the channel is a very bad channel, for you you are very stressed, you feel that you are all in an established cake to be shared, So this benefit is always distributed rather than co-created, so we think that a great advantage of being a new category is that our other possibilities are to create new users, we are doing an increment and the increment is actually exactly what the channel values very much, at this point, I think our team is very good, that is, when we enter the new retail format, whether we enter an emerging channel such as Xiangchengma, or in Ah Dingdong.
Channels JD.com, Tmall, we almost all set up with them, a cross-organizational team is doing category co-creation, and then the kind of new crowd, of course, there is a process that your category in the early stage has been identified by his core group very quickly, so that he sees such a possibility of growth, so we have always taken the initiative to mention the plan for the planning year with the channel, and we go to the proposal to do the whole design, which is a very interesting thing, so I have always felt it, It is how to create new increments for the channel, which is actually a very important part of the channel relationship, especially in the growth of the category, in the process of growth, you can't get vitality, but begin to enter a state of game, so I often say that when you create value for the channel, in fact. You have turned the competitive relationship of this channel into a cooperative relationship, and everyone is co-creating, I think this is an issue that we are very concerned about, then I think.