Lv Changcheng, 1985, a native of Henan, is one of the main founders of Fangcaoji brand. He is currently the CEO of Fangcaoji and is known as "Lv Gongzi" in the industry. He dropped out of junior high school, but read China's classical works; 16 years old left home to work, worked in the clothing and venture capital industries, and owned many clothing factories. I have been hungry, eaten and even hunted, but I have also been rich, driving a sports car and living in a foreign house. With a white goose feather fan in his left hand, a string of green wind pendants in his right hand, a palm-sized copper gourd hanging on the red rope around his waist, and a jade Banzhi on his left thumb. These four objects, together with a long shawl-like hair, are the signature wardrobe of Lu Changcheng, who walks around the rivers and lakes, looking like a sage like type. This is no excuse. Lu Changcheng has been following a Taoist priest who traveled around the world since he was eight years old. Unfortunately, Zhu Ji didn't miss the road of cultivating immortals, and finally embarked on a trip to Taobao.
Lv Changcheng is a person who pays great attention to details. I remember him telling a story. When he was in the clothing industry, in order to find out which clothing supply in the market was good, he sent people to wait in the market for seven consecutive days to see which one shipped the most and replenished the most every day. In his view, the doorway to business success is so simple and practical.
There are three "legends" circulating on Taobao, one of which is a skin care brand named Fangcaoji. It took only half a year for the monthly turnover to increase from 2 million yuan to 20 million yuan. In June 5438+10, this brand was also rated as "the three most concerned cosmetics brands in Asia in 2009" by NHK, the largest TV station in Asia. It is this seemingly ignorant Lu Changcheng, a 26-year-old boy, who created the legend of 10 times growth rate in half a year.
Since 2008, we have been committed to the development of e-commerce. Responsible for the overall strategy and policy of the brand. The dream has always been to develop skin care brands that are more suitable for Chinese people, and advocate the principles of more convenient ways, more favorable prices, faster and more customer experience to promote brand building and brand development. In the spirit of brand integrity, openness and sharing, it has set a very good example for many e-commerce partners.
Fangcaoji led by Mr. Lu Changcheng also made great achievements in e-commerce cosmetics category in 2009. Recommended by Taobao and many e-commerce websites. It has created a large number of cases and experiences for more state-owned brands and brands wishing to expand the field of e-commerce.
In 2009, the proposal of "how to move from online business to online business" made more e-commerce companies pay attention to Fangcaoji and Mr. Lu Changcheng. The topic of "customer consumption experience" has always been the main development and adjustment direction of Fangcaoji 20 10.
In the spring of 2009, Lu Changcheng met Deng, the head of China Mobile's digital business, at the APEC SME meeting. Deng Tianzhuo used to be the data architect of Newegg Company in the United States. After they met for a long time, they talked in detail about how American e-commerce monitors, manages and mines data. Lv Changcheng soon found the knack of applying it to China, and he attributed it to four core data: first, the core data of traffic, which depends on users' active search and eye-catching competition for related portals; Second, the acquisition of data by new users; Third, how to improve the conversion rate; Fourth, how to accumulate old users.
"At that time, I thought, why don't all e-commerce companies in China talk about data? Talking about volume. American e-commerce attaches importance to browsing pages, browsing depth, and entrances and exits. " Lv Changcheng realized that the core of e-commerce is to solve the retail problem, and the core of retail is to improve efficiency. Through data indicators, users can judge what they are thinking, watching and paying attention to.
"The genius of Lu Changcheng lies in our efforts to repeatedly test the truth in the United States. He realized this with his own market experience in China. " Ren Xin, Deng's founding partner and former senior executive of Newegg Company in the United States, felt incredible about this understanding.
He also carefully copied the chronology of L 'Oré al's development, analyzed the different roles and achievements of four successive presidents of L 'Oré al, studied the development context of each president, and reflected on the employment methods of Fangcaoji. He also got all the books and materials about Ren, trying to understand how the entrepreneur succeeded in starting a business. "The best thing about Ren Zheng Fei is that he understands the business operation rules of China and has a team with strong execution."
One of Lu Changcheng's favorite things to do is to study the development process of a company. In his view, everything comes down to the problem of rhythm, and the choice of each step will ultimately determine the DNA of this company.
He attributed the development of Herb Collection to the call of mission. "Being a collection of herbs makes me feel that I can make more people happier because of this." For the first time, Lu Changcheng had the determination of long-term management, and endowed this determination with an honor and mission.
From 20 10 to 10, Jiang Nanchun met with Lu Changcheng and invested nearly 60 million yuan in Fangcaoji, accounting for 20% of the equity of Fangcaoji. According to Lu Changcheng, what impressed Jiang Nanchun most was: I can give you resources to help you make your brand bigger.
After the agreement was finalized, Jiang Nanchun asked Lu Changcheng, how are you going to make this brand bigger? Lv Changcheng gave three answers: first, expand brand influence with trial strategy; Second, retail is greater than distribution, and the CBB model is adhered to. At the moment when big brands are making every effort to build Taobao Tmall, Lv Changcheng insists on supporting the golden crown sellers in Taobao market, taking brand stores as the image and distribution stores as the performance. Third, keep the direction of low cost and high growth, reduce operating costs and improve the level of research and development.
20 1 1 fangcaoji moved its headquarters to Shanghai and set up a research and development center in Shanghai. In the same year, Fangcaoji acquired Taobao cosmetics brands Cuishe and Zhenshui. Wu Zhigang, one of the founders of Cuishe, was once one of the founders of Shu Lei brand. Invite Pan Yi, the creative visual system manager of a famous brand in China.
At the beginning of 20 12, due to the high business cost, low efficiency and chaotic organization and management in Shanghai, Lv Changcheng had to close the newly established Shanghai R&D center and transfer some business from the Shanghai headquarters to the Yangtze River Delta city.
"People who say the wrong thing come in, and people who say the wrong thing come out." (The language "university" means that if you say it carelessly, it will be easy to come back; What you get without your heart and hard work will be easily lost. Lu Changcheng told himself this: China edition of Forbes.