From the dissolution of the team to the beginning of the order explosion, Shi Fang experienced 96 hours of magic time.
Shifang is a real control person for the mask. This is a self-developed washable mask with filter membrane. According to the third-party test report presented by Shi Fang, the mask has reached the new national standard GB / t32610-2016 A-level protection effect, which is superior to N95.
The core technology of the mask comes from the polymer melt differential electrospinning nanofiber filtration technology developed by a university. This technology is simple to say that the production process does not need chemical solvents for environmental protection. At the same time, after the mask is made, because the material is nano level long fiber, it can not only filter very fine particles and viruses, but also repeatedly clean them - but the market response is bleak. I cant give them away. I cant see the hope.
After losing more than 7 million yuan in a row, Shi Fang decided to disband the team and keep none of them. The reason why she made this decision is also related to the approaching of the Spring Festival in 2020. She wanted to take a rest first.
The outbreak changed everything. Four days later, the online platform suddenly burst, and orders poured in. Along with the order, there are also troubles. The soaring express fee and malicious rights protection make Shi Fang exhausted. Her choice is to suspend the online market, turn to key customers, and take state-owned enterprises as the representative of the offline key customers, so as to solve the marketing problem of Shifang.
The inventory is basically cleared, but the loss is still the same. Its just a matter of more or less loss. However, in this critical period of the epidemic, this kind of highly effective protective washable mask is faced with many opportunities after all.
But Shi Fang is faced with multiple-choice questions. The high cost of manpower, channels and scientific research makes her frightened. During more than five hours of talks with 21st century economic reporters, Shi Fang appeared rational, excited, contradictory and persistent. She was close to bankruptcy and catching up again. She was an entrepreneur and the mother of four children. She was enterprising and had all the puzzles of middle-aged women. My ability still doesnt match, she stressed several times, but also expressed her confidence in her ability to do business, not willing.. To some extent, this mask, which has been burning money for four years, is like an endless dream for her.
Will she keep going?
A mask production line.
48 hours of continuous axle printing
On January 16, Shi Fang dismissed all the teams. Maybe theres something wrong with my direction, maybe theres something wrong with my teams ownership. Now stop and clean up the house. She said.
On January 20, a moment before the online warehouse burst, Shi Fang was still selling masks in Peking Union Medical College Hospital, hoping to open the channel of Concordes vending cupboard and met with a snuff. It stopped during the outbreak.
At 5:00 p.m., the mobile phone that tied up the e-commerce channel account began to ring nonstop. By the next day, tens of thousands of orders had been placed. At this time, Shi Fang began to decide to recall the employees who had left. Even if you sell 1 million yuan more, youll make money. Youll have to go after the stolen goods are distributed. Shi Fang stressed to the former employees.
When she arrived at the office on the 21st, Shi Fang, the boss, suddenly realized that after leaving the staff, she did not understand the actual operation of the business at all. So, she had to learn from the beginning in the period of stock explosion. The couriers from Jingdong and Shunfeng are required to learn the most basic way to make a bill. They must ship the goods 48 hours after making a bill.
At this time, Shi Fang had only three people, including herself and two graduate students, who had to pack up after completing the order, and the delivery time was tight. Hand shortage, efforts, Shi Fang gathered eight or nine people. It lasted until 7 a.m. the next day, when 2600 orders were issued, 9000 less, and the number of orders continued to grow. The long-term depression was released, and in the process of snickering, all packing companions collapsed physically.
I havent slept for 48 hours. I have more than 10000 orders. I have nearly tens of thousands of orders that I havent fought, and the risk of infection is still there. Shi Fang recollects afterwards.
Finally, she closed the online channel in principle on the night of the 22nd, which was an impulse to sell but not to sell. Im wandering between the pass and the pass, but I dont have enough hands. There are still many people to go home for the new year.
At 5:28 a.m. on the 23rd, Shi Fang returned to the downstairs of the company. Before that, she had asked the staff to arrive at 6 oclock, but it was dark and nobody was there. Gradually, there are people coming. The doctors and business partners of the R & D center have a daily stock of nearly 10000 orders, and the process needs to be re sorted. The next day is new years Eve. The last flight of express companys cargo air is at 9:40 p.m. and the delivery has to be completed at 7:00 p.m. the next flight is the third day of new years Eve. As a result of the delay, customers return goods, not only the loss has been aggravated, but also the freight has been paid. This is the last window.
Fortunately, at 9:00 a.m., 46 people were recruited, many of whom were relatives of the employees families. They asked for a per capita daily cost of more than 800 yuan to keep them clean without catching a cold.
Everything is speeding up. After the modular management, at more than 11:00 p.m., Jingdong has issued more than 7600 orders. By 4:00 p.m., the goods were finally distributed - three days after receiving the first call.
Four year inventory
Shi Fang, who hadnt sold anything in the past few years, was too happy. After sales problems followed, especially professional dummy beating.
On January 22, someone complained on the e-commerce platform that the mask did not meet the standard and asked for three times compensation. The logistics information showed that at the moment, the mask had not yet left Beijing. The user ordered 100 masks.
Shifang, a native of Hunan Province, was not convinced, so she went straight to Tianjin the next afternoon. We are the best masks in the world. We dont sell fakes. We can give you what you want, but we cant do anything about it.
In the end, she did not meet the complainant, but with grassroots officials. The industrial and commercial bureau and the national development and Reform Commission have become complaint platforms for complainants.
After the relevant person in charge of the administration of industry and Commerce came to Shifang company, she was not in a hurry. She asked the guests to wear masks to experience it. It is said that she felt good. We introduced the principle of technology to the leader. He was also pleased to hear that he had lost a lot in four years. Shi Fang said. This fight against fake is a past.
Its worth noting that the price of Xiaowei mask is indeed not cheap, far higher than the general mask. Shi Fang revealed that the average mask is 29 yuan -65 yuan per piece, and the top silk mask is 199 yuan. Its still a reduced price. To a certain extent, the high price did affect the early sales of small masks and also led to professional dummy beating.
The booming Shi Fang once again meets the cold water of e-commerce. She found that when she sold more than 4 million yuan of goods, she received less than 2.8 million yuan. In addition, she had to pay more than 400000 yuan for logistics, which was not included in the tax.
Logistics is also soaring. 8 yuan, 10 yuan, each competing to raise the price, the customer improvised auction, sent the goods, if two hours and return, the goods sent out also have to pay money, if the goods sent to the hands of consumers and return, also have to pay money. If we have to return the goods one by one, we have to pay 60 yuan for the freight. I paid more than 400000 yuan for a express delivery. Its not easy. Shi Fang sighed.
In addition, online customers are in great demand and are not polite. Customer service is under great psychological pressure. A customer called to thank us. We all cried. Shi Fang never forgets this rare moment of warmth.
Under the dual pressure of spirit and economy, Shi Fang decided to give up the e-commerce channel and close the shop. On the contrary, things turned around. On the first day of the new year, some state-owned enterprises found Shi Fang to buy masks, but there was an accounting period, and she could only pay back after going to work. Shi Fang agreed.
Later, the list of the state-owned enterprise system came in droves, and even Shi Fang began to take the initiative to cut the list. There are 800 units. I gave 200 to them for the first time. The other one asked for 10000, and only gave 1000 first. She said.
The continuous offline orders soon basically emptied the stock of Shifang. A total of 150000 of them have been sold in recent days, which is basically the same online and offline. Four years of accumulated inventory is finally running out.
The better news is at the back. The multi-level government departments are all interested in Xiaowei mask, she stepped on the air vent.
But at the moment, Shi Fang is very calm. The way out and the way out are diverging.
In 2016, in the trend of mass entrepreneurship and innovation, Shi Fang joined a graduate entrepreneurship team in a university. She looked at the commercial potential behind melt differential electrospinning. In her view, air filtration, blood filtration, water filtration, oil filtration, etc. is a market of 100 billion yuan or even trillion yuan. Greater appeal, want to be a Chinas defense science and technology park. Shi Fang said. Before that, Shi Fang had been doing business in the field of medical circulation for many years, which made her relatively confident in cash flow.
But its much more difficult to do business than you think. One of the problems of students entrepreneurship is that they dont understand the market, have their own ideas, sort out the company structure, and need money and time. This trip missed the golden age of e-commerce.
Moreover, it is a high basic cost. Buying equipment, recruiting labor and playing field are all big spenders. Hundreds of thousands went out in a month. Continuous production, limited market, cost accumulation vicious circle.
In addition, in the wave of mass entrepreneurship and innovation, the cost of technical personnel skyrocketed. If you have a team that feels good, its going to cost you a million a year. Shi Fang revealed.
Channel costs are also rising rapidly in the near future. The cost of e-commerce is now much higher than offline. For example, if you enter an e-commerce platform, you can only return the monthly store money after reaching 500000 yuan. You have to spend millions to find an operation team, make a web page, take a picture, and you have to spend more than 100000 yuan. There are various other costs. E-commerce is a pyramid principle. You can only enter the flow at the top of the pyramid. How do you do it? Either it is a strong brand, or it depends on people to do so-called brushing. The cost of off-line rent is also high. Its hard. She said.
Investment in scientific research is also bottomless. Melt differential electrospinning technology is more like a framework, which is the treatment of fiber, but it is subdivided into masks, which needs constant fine-tuning, secondary development and constant exploration of scene parameters. Shi Fang admits that due to the limited parameters, the cost of masks cant be greatly reduced. Every bit of progress is bought with time and money.
There are different opinions about this technology in the industry. A number of mask manufacturers in different regions of the country told 21st century economic news that they didnt know much about melt differential electrospinning technology. Ive only heard that high-tech products have too high landing cost and limited market. Yunnans mask manufacturers said.
All kinds of factors, like a whirlpool, devour Shi Fangs cash flow. My strength and ability cant match the current situation, no matter my capital and financial resources, including my own ability (non chemical specialty). We also need to seek support from all parties. For example, e-commerce channels are not so important. The key is that the fundamentals of this enterprise are not enough. Our team, including my own ability, cant reach and exceed the ability, which is a good thing or not, so we need to sum up again next. She reflected.
The inner contradiction still exists. Im not willing to try, but Im also the mother of four children. Each child is in a critical period of growth and is the pillar of the family. I can do this before I am 30 years old. Now I am over 40 years old. If I can do this, I must be calm and calm again. I cant be impulsive. If the industry does, I can even leave. Shi Fangs words are still full of contradictions.