Enterprise Information: Song Ruimin Of Red Bean Group Welcomes The Era Of E-Commerce 3.0 With "Struggle Mode"

The Spring Festival is a day of reunion for thousands of families, but in the live broadcast room of the men's clothing e-commerce business of Red Bean, it is a time for Song Ruimin, director of the men's clothing e-commerce business department of Red Bean, to work side by side with the team. During the Spring Festival holiday, Red Bean Men's Wear E-commerce Business Department broadcast "No Closing" live. As the director of Red Bean's E-commerce Business Department, Song Ruimin and the anchors have been standing together, always full of energy. After each broadcast, Song Ruimin quickly gets a copy of the latest live broadcast data and traffic conversion table, which is the data recovered after each live broadcast. The number of customers, unit price of customers, conversion rate, inventory, and other data changes reflect the healthy and rapid development of Red Bean men's clothing e-commerce, as well as the fierce competition of e-commerce.

Since taking charge of e-commerce work in 2011, Song Ruimin has been repeatedly rated as the group's factory director pacesetter and outstanding Communist Party member. In 2018, he was rated as "Wuxi Model Worker". In 2021, he was rated as "Group Party Pioneer". In 2022, the team led by the e-commerce business department won the seventh batch of "first team". From January to December of 2022, the sales of live streaming increased by 220%, Song Ruimin was rated as the online pioneer in the theme activity of "high-quality development, three self and six cultural pioneers".  

Song Ruimin has joined the e-commerce team for more than 10 years, which coincides with the rising tide of e-commerce. "Where the traffic is, the market is". In 2011, when Song Ruimin took over the Hongdou men's wear e-commerce sector, Taobao's "Double 11" has reached its third year. Red bean men's clothing store took advantage of the trend and almost everything on the shelves sold out. On the day of "Double 11" in 2011, Song Ruimin and his team of 30 or 40 people almost stayed in the warehouse, doing everything from customer service, moving goods to shipping. Many colleagues from the production workshop and the administrative department came to help. As soon as he arrived, he caught up with the prologue of the golden age of e-commerce. Song Ruimin said that he was well adapted to this wave of "madness". In the second year after joining the e-commerce department, his Hongdou men's clothing e-commerce department achieved triple growth in sales performance.

Before we had time to "wait" and "think", a new trend of e-commerce came suddenly - JD, WeChat applet, Pinduoduo, Little Red Book, and later, a large number of new platforms such as Tiaoyin and Fasthand became popular. This period is the e-commerce 2.0 era experienced by Song Ruimin and his team partners. There are more platforms, and the competition for traffic is increasingly subdivided and professional. As the leader of the group's e-commerce team, Song Ruimin began to think that supply chain guarantee, goods quality and consumer experience are the key to "long-term popularity".

The flat management e-commerce team has attracted a large number of young people. In the past ten years, Song Ruimin's e-commerce team has grown from more than 30 people at the beginning to more than 150 people now. Their average age is no more than 25 years old. The big office is full of vitality and strong. In fact, everyone's work content is interspersed with each other, whether it is the anchor or the planner. For example, Qiao Columbin, a young man who has just grown into the head of the video content section of Hongdou E-Commerce Business Department, was mainly responsible for the detail shooting and online display of the product details page when he first came to the e-commerce department. With the rapid rise of short videos, he began to learn how to make videos by himself, studying fans' preferences of the dithering platform from data, and trying to achieve higher traffic conversion efficiency. Now, in his daily work, he needs to review every live broadcast data, plan new topics, focus on inventory and capacity to adjust specific products, and constantly "evolve" to cultivate internal skills.

Up to now, Song Ruimin's e-commerce team has grown from more than 30 people in 2011 to nearly 150 people, with an average age of 24.5 years old. The post-90s account for 75% of the marketing business lines. The post-90s are also the main business platform leaders. The team is full of vigor, integrity and fighting spirit. Through the strategy of cultivating specialized talents in e-commerce, the company has trained and delivered many outstanding talents, which has played a good role in the rapid development of e-commerce in the group.

In March 2022, the sales volume of the red bean zero sense comfortable shirt, which had just been launched successfully, has exceeded 360000 pieces, and it has achieved the first beautiful report of single product sales on Tmall, JD and other major platforms. Red bean 0-sense comfortable shirt has subverted the traditional and restrained image of men's business shirt, interpreted Red bean's new positioning for classic comfortable men's clothing with a new comfortable wearing experience, led the men's clothing industry to move towards a comfortable track, and is the opening masterpiece of the transformation of Red bean men's clothing to high-end. Taking advantage of the potential of the whole network hot sales of shirts, Song Ruimin led the team to make every effort to achieve the breakdown of shirt categories. In 2022, nearly one million shirt categories will be sold on the whole network, with a qualitative leap in sales volume and sales volume. In 2023, he also proposed the goal of breaking through 1.5 million shirt sales on the whole network. Song Ruimin led the team to focus on the new positioning of "classic comfortable men's wear", actively participate in the battle of brand transformation and upgrading, and make full efforts to sell red bean zero sense comfortable shirts and create a shirt category matrix. The company's performance grew rapidly, and achieved double growth in sales profits for eight consecutive years.

From e-commerce 1.0 to 2.0 and then to the 3.0 era, after 20 years of deep development, China's e-commerce market has inevitably grown into a traditional industry, and is now in the moment of transformation and upgrading from version 2.0 to version 3.0. Song Ruimin, who has been struggling in the industry for many years, has always maintained a humble learning spirit. In Song Ruimin's opinion, the keywords of e-commerce 1.0 are logistics system and price war, the keywords of 2.0 are mobile e-commerce and social e-commerce, and the keywords of 3.0 are ecosystem. In contrast, e-commerce 3.0 can be regarded as an essential subversion of the models of e-commerce 1.0 and e-commerce 2.0. E-commerce 3.0 not only inherits some characteristics of e-commerce 1.0 and e-commerce 2.0, but most importantly, relying on a strong ecosystem, e-commerce 3.0 is expected to open up users, needs, entrances, online and offline channels, enterprises and businesses, making the e-commerce industry a complete whole.

"Mao" is full of energy, and "rabbit" is strong. Song Ruimin led the team to meet the e-commerce 3.0 era with the "struggle mode" as always. Song Ruimin is seriously thinking about how Red Bean Men's Wear E-commerce in the 3.0 era can break through the tight encirclement and seize the first opportunity in the market competition. He is well aware that e-commerce 3.0 has improved the position of users in the e-commerce industry chain. In the future, users will not only passively purchase goods, but will also actively participate in e-commerce operations, more directly feedback their needs and suggestions, and help e-commerce platforms operate more healthily. This is also the connotation of "Renren e-commerce".