Nineteen-year-old Harvard graduate, into a twenty-year-old billionaire, twenty-year-old lost light, thirty-year-old worth 25.6 billion into the global network of shoe king, this is a achieved by the son of Taiwanese immigrants, impossible .
a graduate of Harvard University, mathematical genius, to sell shoes?
by selling his shoes, only thirty-year-old worth 25.6 billion yuan to over NT?
the young boy, or son of immigrants from Taiwan?
across the Pacific, we flew to Las Vegas, more than forty degrees Celsius heat, so one after another casino in the desert where they stand, it seems more like a castle in the air. About fifteen minutes from downtown by car, here is the world's largest shoe store Zappos headquarters of the network. Zappos
into the office, such as into an African jungle, amusement park, rock the party's complex, full of graffiti on the walls, desks are arranged colorful and oncoming employees, and some punk hair on his head, and some body full of tattoos, nose rings, tongue ring in the not rare.
He is Hsieh, Zappos CEO.
him nineteen years old Harvard graduate, won the world championship program writing; twenty-year-old start-up companies to sell first, reached forty million U.S. dollars worth (about 1.2 billion eight-NT million), has been called Yang the second.
network of the world's largest shoe store sales accounted for a quarter of U.S. footwear sales
twenty-five years old, he and Shiwei Mu (Nick Swinmurm) creation of Zappos, is the world's first the network of people selling shoes. At that time, no one is good, he even put their own within three years, forty million U.S. dollars earned by all spent, and even banks, venture capital funds were burned nearly two hundred million U.S. dollars, the seventh year, began to make money.
But now, this company became the globe's largest network of shoe stores, sales of more than thirty-seven billion yuan, accounting for a quarter of U.S. footwear sales, even leading the Amazon (Amazon) all head to concede defeat. Late last year, Amazon to $ 1,200,000,000 (about NT 38.4 billion yuan) price buy Zappos, Hsieh skyrocketed, among the
perform long Bezos Amazon (Jeff Bezos), said: customer service, and effectively than we can match. Harvard Trade
Sandra (Sandi Herrera), the U.S. real estate salesman, to see a pair of handmade boots Tour of Italy after returning home, dream of boots. She searched the major pathway, the majority met a setback. At a friend's initiative, Sandy dialed the phone to Zappos.
Hung up the phone, Sandy gloomy wiped out, look at the time, they both speak a full forty minutes.
subversive one: low net profit margin!
a pair of three pairs try to send, free shipping
return five days later, Sandy received a package, open look, she could not help but called out: It contained three pairs of boots, just to see her in Italy that pair, color, format, no difference between silk; other two pairs are of different sizes, for her to try.
original, Zappos customer service hung up immediately with the negotiation part of the contact, find the suppliers to buy Italian shoes three sizes to return the United States, to Sandy hands. And then she can try to return, completely free shipping, three hundred sixty-five days full refund can be satisfied.
such services, in the eyes of all people is only three words:
first impossible: get a pair of three pairs try to send return postage-free shopping all the terms.
Zappos ○ eight years and then spread out the financial statements, billions of dollars in annual sales, minus returns, down to six hundred million U.S. dollars once the actual revenue and net income is as low as only one million dollars.
subversion II: Return of the long!
three hundred sixty-five days can be full refund
earn one million ... ... that this is not called profit, called poor management! are mortal who want to do this business? services.
shoes can be tried for one year are not satisfied then a full refund? Yes!
Dana (Dana C.), she ordered a second pair of shoes to try on at home, followed by breast cancer patient, rest for one year. Customer service staff know how to state, not only did not miss the return time for her asked her to pay, and even express a large bouquet of flowers with a card filled with wishes to the bedside. Dana in her blog wrote: industry can do is not easy to return ninety days, Amazon only be thirty days, the best known services, Macy's (Macy's) under the pressure of the financial crisis, was forced to return the number of days reduced to sixty days .
overturned three: buy supply!
covered storage self-management inventory, fast shipping
only a third can not: do not make easy money, hard earned money.
ou vice president Keli Pei industry development that emphasizes slips smoothly, most online retailers are setting up a platform to bring together buyers and sellers to earn service fees, easy and no risk; otherwise is to build a strong channel , so that supplier consignment, as far as possible to pass on the cost to drop price to attract customers.
but Zappos is doing exactly the opposite, buy a lot of money to drop their cargo, cover warehousing, inventory management, just to provide customers the most moving rapidly, the most accurate service.
subversion Four: great customer service!
accounted for Liu Cheng manpower, expense is fifteen times the industry
Surprise? So far, these
the general mentality of the company customer service: to save the province, many companies will outsource customer service to India, the Philippines and other country. But Zappos confused customer service center as the company's most competitive, never, but package. Headquarters in Las Vegas, seven hundred employees, customer service ratio exceeds 六成, in order to calculate the average hourly wage of five dollars, personnel costs are the industry fifteen times.
call to Zappos, you're relatively the same with the phone will not dry like a fool wait a few minutes to listen to repeatedly pour recorded, even twelve seconds and customer service staff can pass on the case, and no SOP (scale homework program) of the standard reply.
You can put customer service as a fashion consultant, footwear, consultation, or even talking to, someone call in a chat to talk six hours. If you can not find good shoes, customer service personnel will be content to buy you go to other sites, or the nagging to help you order from somewhere else.
Hsieh stated that Senior Customer Service Manager Zhu De (Jane Judd), said, word of mouth snowball effect, as Zappos brought up seventy-five% of repeat customers.
General automotive industry back the Six ○% rate is not so, Zappos has escape path of thinking, using the concept of brand management, so that consumers accustomed to the current, once thought to be a pair of shoes will be directly Zappos, are frequently than even parity .
therefore, Zappos significant increase in financial risk, inventory turnover days up to one hundred forty-seven days! Mean, it can only be a year to sell things in the warehouse twice,UGG boots cheap, compared to Amazon's thirty-four days, the turnover rate of only about one-fifth of the Amazon.
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the four possible, face to face on behalf of high financial risk, but also have the ability to support ultra-high financial leverage, but also because Hsieh dared to challenge this four is not feasible, the network performance of the brand.
purpose, but he, in turn, go to consider the needs of consumers, the money placed in the final. describe themselves. As a result, he sees things other people did not see, while others called the adventure, for him it is bound.
WOW! '
for the customer is heard Initially, his idea was to create a network of similar orders eBay platform, earn trading intermediary service fees, but the result is not fantasy.
gamble: wholly financed Stud!
sold all his possessions, but also twice the brink of bankruptcy
of Hsieh and team found that if we do not buy with supplier sources, I covered warehousing, stock control, the process of service delivery , are unlikely to meet the cost.
But this means that the addition of a more than two million dollars of expenditure.
the first two million dollars in exchange for, as the supply and the pre-buyout lease storage chips. The results do, of course, in exchange for promotion of customer satisfaction, increased sales, the price is nearly infinite system of capital expenditures, more profitable in the foreseeable future.
things are not pleasant journey, as poor storage and management, hundreds of thousands of pairs of shoes, deposited in the warehouse as a mountain, there is no classification into the system, orders are lost every day tens of thousands of dollars. endless curse ... ....
sold in exchange for two million dollars, less than a year to burn, Hsieh necessary resolution, whether or not to serve the final sum of all the chips,
Zappos chief financial officer and as a friend, he persuaded Hsieh think twice, no need for a shoe store to get bankrupt, Hsieh.
worse, even if he wanted Stud, Casino also may not pay the bill. Network in that bubble had just gone through a period of compression liquidity banks, venture capitalists hear And his eyes as priceless, full of happy memories with friends apartment, the price of tickets lose money with the auction, are also popular.
that year, twenty-year-old Hsieh, spent his twenty-year-old earned by the four million U.S. dollars, which was established less than three years, Zappos, funds in turn burned, twice within three years brink of bankruptcy. At this critical moment, he decided in accordance with the original plan, the highest in Africa with best friend Kat provocative force of Kilimanjaro volcano.
in the mountains, Hsieh carrying twenty kilograms per day of heavy luggage, took twelve hours, sleep less than five hours to promote the rose, the tropical rain forest from the bottom started across the desert, pond wasteland five meteorological area, experience more than thirty degrees Celsius temperature changes.
confidence: No way!
even lose all, or at least fully tried
period of time. He had a headache, vomiting and diarrhea, but .
midnight, he had a high fever, head lights only illuminate the area within five steps, which a six-hour trip, as long as six years, every step of the had to stop and gasp out loud tone on the three to continue to the next step.
feeling as if it had never been so long, hazy, the weather gradually changes from black to bright, Hsieh presented in front of snow, an impulsive moment filled with the joy of his heart,UGG bailey button, shed tears Pu Susu that moment, I do not know what the world is 'impossible' to! only enough to support the rest of the month. He told the real estate developers, apartment prices go down lower, lower prices to someone who has bought so far.
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