"Mr. Lan, the GMV of Peite.com in 15 years is 4.8 billion yuan, and the total GMV in the first five months of this year is 3.5 billion yuan, an increase of 258% over the same period last year.

It is expected that the total GMV will reach 9 billion ~ 11 billion this year. ”

Lu Fenghai was instructed by Zhang Yida, and without looking at the financial report on the table, he directly began to report various operational data.

He is very familiar with these data, because these are his work achievements, can he not remember a little?

"Mr. Lu, your Peite network is developing very fast! This year's GMV is going to exceed 10 billion mark. ”

Lan Lan praised two sentences after hearing this, then turned his head to look at Lu Fenghai and said jokingly: "How much is the actual transaction volume of the platform?"

I mean the number after deducting returns, cancellations, rejections of these bills.

Is there 50% of GMV?"

Lu Fenghai glanced at Zhang Yida, who nodded at him, and then Lu Fenghai said: "It's almost between fifty and sixty percent! This result is relatively good in the e-commerce industry." ”

Lan Lan nodded in agreement, fifty or sixty percent of this result is not bad.

The e-commerce industry likes to announce GMV because the numbers are large and look more bluffing.

But in fact, this figure is compared with the actual transaction volume of the platform, as well as the cancellation of orders, returns, and rejection of orders.

Through the comparison, we can see the stickiness of platform users and the satisfaction of platform shopping.

Lan Lan smiled again and said: "10 billion GMV, fifty percent of the real trading volume is also 5 billion yuan."

The annual consumption of the pet market is 134 billion yuan, and Pete also has a market share of 3.73%.

No matter how hard you work, you are expected to become the Tmall and Taobao of the pet industry!"

"Ahem," Lu Fenghai interrupted, "The B2C self-operated route we take is more appropriate to use the metaphor of Goudong." ”

Lan Lan patted his head and said with a smile: "Hey, look at my memory, the pet market is relatively niche, and it is indeed not suitable for C2C." ”

"Well, doing C2C, we have no advantage over Taobao!"

Lu Fenghai continued: "In fact, those pet stores on Taobao and Tmall have become our biggest competitors.

Secondly, offline pet hospitals and pet stores have also stolen a lot of the market.

As for the pet e-commerce websites in the industry, we can't even compare, let alone Taobao. ”

Lan Lan nodded, and asked again: "I see that the business growth rate of Peite.com has slowed down compared to the previous two years, is there any way to break the situation?"

"Yes, it's slowed down, after all, it used to be a small base.

Now that the base is large, it is impossible to maintain the business growth rate that doubled every month in the past. ”

Speaking of this, Lu Fenghai paused, frowned and said, "The biggest problem is still in the traffic. ”

Lan Lan nodded, pet e-commerce is all online transactions, and there must be a large demand for traffic.

"The development of the Internet has led to the dissemination of videos, texts and pictures on major platforms.

The sharing of original content for pet entertainment promotes the crowd's love for pets.

These platforms are also easy to advertise, and younger people used to follow the advice of professionals such as doctors or pet shop owners.

Now it is more inclined to obtain information from all parties from the Internet, and in the process of active understanding, it also promotes consumption.

This also gives us the opportunity for pet e-commerce to subvert offline. ”

"It's difficult!" Lan Lan frowned, "This requires the help of video websites and all kinds of picture and text social networking sites." ”

"Yes, Mr. Lan, you are right! Lu Fenghai nodded in acknowledgement.

Then he got up and turned on the projector in the conference room and started playing the prepared PPT.

"According to Aurora big data analysis, the largest pet traffic is the video platform, followed by Penguin's QQ and space, WeChat and Moments, then the news information platform and WeChat public account, then the pet forum, Tieba, Douban, Zhihu, and finally Weibo.

E-pet mall, Poqi.com and other integrated e-commerce companies take the same route as Peite.com, self-built APP mall, mainly selling pet food, supplemented by supplies, and the main pet objects are dogs and cats.

At the same time, it also provides UGC assessment, medical guidance, feeding guides, etc.

But their user after-sales reputation is mixed, and they also encounter the same problem as us, the problem of traffic exhaustion.

If this problem is not solved, the scale and volume of pet e-commerce will not go up.

The crazy puppy of self-owned brand e-commerce is very worthy of our learning.

They take the route of self-production and self-sale, only do the dog pet market, online + offline store direct sales model, in the past two years, they have sprung up, taking a cost-effective plus focusing on the low-end market, and is regarded as the "rice" brand in dog food.

In particular, I think Dogved can replicate their operational ideas. ”

Speaking of this, Lu Fenghai looked at Zhang Yida, after all, this involved Mr. Zhang's "family industry", and he had to consult Mr. Zhang's opinion.

Zhang Yida is no stranger to the brand "Crazy Puppy" and was one of his biggest competitors in his previous life.

Because the dog food I made is also a cost-effective route, it is often compared with crazy puppies by consumers.

Then before it had time to deal with it, it collapsed and fell into controversy, which was questioned by consumers as "poisonous dog food".

Those who make food, whether it is eaten by humans or dogs, once they fall into this whirlpool, I am afraid it will be difficult to climb out.

Regardless of product quality, there is indeed something worth learning from its operation ideas.

"Okay, I'll talk to my father. ”

Zhang Yida was thinking in his heart, he was merging Dogfud into Peter.com, and he opened an offline experience store, and he didn't know if his father could accept it at once.

Lu Fenghai continued: "There is also a kind of community e-commerce, led by pets, whale pets, bell pets, etc., similar to "Little Red Book".

Content-based, supplemented by shopping malls.

It seems to meet the market segment market demand in the pet field, but the content traffic is still far inferior to other mainstream platforms, such as: Xiaohongshu, Doushi, Station B, Weibo, etc.

In addition, there are many scattered merchants or pet store owners who will expand their customer base through offline transactions, and then sell goods directly through WeChat Moments.

The sales of a single person or store are not high, and they sell hundreds of thousands, or millions a year.

However, it can't stand the large base, and it also takes away a large part of the market share.

At present, the staple food of cats and dogs is mainly grain-free and natural, but the real good food is expensive.

Therefore, many pet owners will make their own handmade pet food, and even online can directly buy ready-made food processed with fresh ingredients, rather than commercial food. ”

Turning off the PPT, Lu Fenghai said: "The above is the current pattern and status quo of the domestic pet market.

If we want to break the game, I think of two paths.

The first is that Dogfud began to build offline experience stores, and at the same time, Peter.com also continued to acquire and integrate pet hospitals.

In terms of the location of pet stores and pet hospitals, I think that Peter.com and Dogfud can work together, for example, by placing stores next to each other, or upstairs and downstairs, so that they can drive each other's business.

Second, Pate should also make efforts on the Internet, which requires Mr. Zhang to coordinate its industrial resources. ”

Zhang Yida looked at Lu Fenghai and asked, "How do you need me to coordinate?"

"As for the video platform, at present, Mr. Zhang has Station B and Doushi, and we need them to help us promote and divert traffic.

Other than that...... The traffic of Penguin-based products is also very large. ”

Lu Fenghai squeezed his eyebrows at Zhang Yida, "Mr. Zhang, don't you have a good relationship with penguins?

We can also hug the penguin's thighs! We don't need WeChat nine-square grid or twelve-square grid, as long as they don't block us. ”

"Blocked, isn't it?" Lan Lan frowned, is it so serious?

Lu Fenghai shook his head and said with a smile: "The WeChat fission model of Pindoduo is very successful, and we are also ready to learn ......."

Zhang Yida looked at Lu Fenghai and said secretly: Why don't you learn well? If you don't learn, you have to learn the propaganda and promotion method of "anger and resentment".

Objectively speaking, Lu Fenghai's suggestion is very good.

Before buying dog food, users can find friends to help cut it, or buy it in a group, which can play a role in promoting Peite.com and improving registered users and GMV.

Lu Fenghai continued: "We have built an official account of Pete and opened up the WeChat mall, so that users can directly share the link to the group or cut the link to the group or circle of friends......

In addition, according to customer portraits, the main groups of pet owners are urban white-collar workers and corporate employees in first- and second-tier cities, and most of them have no cars or houses.

Many people will choose to share bicycles and take taxis, which are highly overlapping with the users of Huimin Travel.

Therefore, it is best for Huimin Travel to provide a traffic entrance to Pete.com.

Ruixiang's investment and financing APP has more than 400 million users, and there are definitely not a few cats and dogs, which can also provide us with a traffic entrance.

If you want to fight for it, you can help sell Dogfud brand dog food......"

Zhang Yida laughed when he heard this, "So many of my companies have been arranged by you clearly.

Yes, you can work with any company you want. Penguin's words...... Let me contact them!"

......

A few days later, Ren Yu came to the Beijing Pete Network Company.

"Just a pet e-commerce website with a valuation of $1 billion?"

Ren Yu sighed after seeing the various operational data of Peite.com.

"Yes, it's a billion dollars!"

Zhang Yida explained: "Our country's pet market started late, but the growth potential is huge.

In the United States, tens of billions of dollars have emerged in the pet market.

Moreover, the pet industry is an industry that can "pass through the bull and bear" cycle, and the US financial crisis has not stopped its market growth. ”

Ren Yu was very hesitant, and he really refreshed his three views, and unicorn companies have popped up in such an inconspicuous market as pets.

"It is reasonable that this year, Peite.com is expected to have 11 billion GMV, multiplied by the industry's general 0.6, which is just 6.6 billion yuan valuation.

Recently, the exchange rate of the RMB against the US dollar is just 6.6, isn't this 1 billion US dollars?

By the way, we also have 20 offline physical pet hospitals, which cost "hundreds of millions" to build.

This pet hospital has not yet been valuated, so it should be an addition.

Who made it so pleasant for us to work with the penguins? It's okay for us to suffer a loss. ”

Zhang Yida behaved very generously, and he didn't care whether he suffered a loss or not.

Ren Yu looked at this scene and cried and laughed, and said: "Yida, this 11 billion GMV is the "dynamic" calculated for your PeTe.com, if it is static, the GMV in the past year, PeTe.com is only 7.3 billion."

This difference is huge, and the valuation disparity is more than 200 million. ”