Entrepreneurial cardboard man, annual sales of 20 million

At around 8 a.m. yesterday, I first went to the bank to open a cashier's check to pay the supplier. At around 9 a.m., I went to Yunda Company and signed a one-year transportation contract with them. After lunch, at around 1 p.m., I rehearsed at the school's entrepreneurship park until 2 p.m., preparing for the evening's award ceremony. Back in the office, I discussed and confirmed the entire company's business card template with the designer, and confirmed the extension number of the 400 telephone. At 6 p.m. in the evening, I attended the award ceremony and returned home at around 9 p.m. After reading for a while, I went to sleep. This is Wang Jiaxing's ordinary daily schedule. Born in 1987, he is now the largest corrugated box retailer in Jiangsu, Zhejiang, and Shanghai regions, and also the largest corrugated box supplier on Taobao Mall, with annual sales reaching 20 million yuan.

Never thought about becoming a businessman

Wang Jiaxing is from Hangzhou, and his father is in business, but he never thought that he would become a businessman too. The small commodities in Yiwu are quite famous, so I wanted to take a look. Plus, I didn't want to study locally. In 2007, he was admitted to the Marketing major at Yiwu Industrial and Commercial Vocational and Technical College. He started his Taobao entrepreneurship in May 2008, but it wasn't smooth at first. He believed that Hangzhou silk would definitely sell well online because of its fame. So, he pooled 2000 yuan with three other classmates, bought silk in Hangzhou, and put it up for sale online. When he confidently waited to receive payment, their silk went unnoticed. They later discovered that they lacked experience when purchasing goods, resulting in a higher price than others, and no one was willing to buy theirs. Without any business, they had to disband, marking their first attempt as a failure.

Do you like your current life? Is this what you want? Faced with the reporter's questions, Wang Jiaxing said: I feel too tired, whether it's working hours, intensity, or mental pressure, all are quite high. He likes reading books and looks scholarly, and his ideal lifestyle is traveling, seeing different customs and traditions, and taking photos. Now, he can only dream about it, as he really has no time to go out. Wang Jiaxing considers himself a rather emotional person, not fond of arguing with others. However, doing business requires rationality. While he is torn, he also enjoys the happiness that his career brings him. I don't know how long I can do this industry, but although it's tiring, I still quite like my current industry. Being able to design, produce, and sell products according to one's own wishes, and gaining customer recognition, is very fulfilling. He got married not long ago, and his wife is pregnant. For a better tomorrow, he persists in moving forward.

Too smart may prevent focus

Taobao currently has 2.5 million registered sellers, with an average daily transaction volume of 6 million. 75% of transactions require physical logistics shipping, and within half a year, the number of packages shipped exceeded 300 million. The e-commerce goods shipping process creates an extremely strong demand for packaging materials such as cardboard boxes. Paperbox companies are generally order-based enterprises, rarely accepting small seller orders. Wang Jiaxing saw this opportunity and began selling cardboard boxes online. He and another classmate each contributed 1000 yuan, purchased cardboard boxes at the Yiwu Small Commodity Market, and distributed business cards at express delivery points. The first few transactions barely made any profit, mainly because the price of the first batch of cardboard boxes was too high, squeezing the profit margin. They also had to deliver the goods themselves, and as long as there was a call, regardless of the quantity, they delivered within 10 minutes.

Because Wang Jiaxing is trustworthy, has good service attitude, and has solid product quality, gradually, his sales channels opened up, and his reputation spread among the entrepreneurial students in the college. Repeat customers increased, and within less than two months, he basically monopolized the cardboard box supply in the college. The variety of goods he supplied also gradually expanded, including sealing tape and more. Through market research, he found that there were many cosmetics sellers, each requiring dozens to hundreds of cardboard boxes, but combined, they needed tens of thousands. Therefore, he contacted manufacturers to produce tens of thousands of cardboard boxes suitable for cosmetics packaging, and then sold them in retail batches to Taobao sellers.

He gave up his rest and gaming time, focusing on managing his online store, consolidating the campus market, and expanding his business to the Yangtze River Delta region. Customers from places like Shanghai and Anhui, as well as various parts of the province, established contact with him. These customers' demands were several times or even dozens of times that of the school, and before he knew it, he couldn't handle everything alone, so he began hiring customer service personnel to help manage. In July 2009, he officially registered and founded Hangzhou Yuncheng Packaging Co., Ltd.

In 2010, with a team of fewer than 10 people, they completed over 10 million yuan in sales. Many cardboard boxes only cost a few tenths of a yuan each. The cardboard boxes he sold evolved from regular specifications to ones he designed and developed himself in terms of size and pattern, meeting the various needs of e-commerce sellers and providing personalized services. Being too smart isn't necessarily a good thing; smart people see opportunities everywhere, but end up doing nothing well. I suggest focusing on one thing. I've been selling cardboard boxes for three years, and I will continue to sell them. He said so.

To be China's most professional

E-commerce dedicated cardboard box brand

In three years, the Seller's Home store created by Wang Jiaxing entered the top ten of Taobao's market, and Liangcheng flagship store ranked first on Taobao Mall. Well-known domestic e-commerce companies such as NetEase, Taobao, Wangchuang, and Xiao Ye are all his clients. Currently, the company's employees have increased to more than 30. Talking about this year's performance, Wang Jiaxing said: This year's sales will exceed 20 million yuan, the sales volume is very stable, just for Taobao merchants, the daily sales volume is around 40,000 yuan, and the daily shipment generally fills five containers.

As the business grew bigger, Wang Jiaxing slowly felt overwhelmed. How to manage the warehouse inventory, how to manage employees, how to make early predictions about market trends, how to sign contracts with customers, how to better handle disputes—along the way, Wang Jiaxing had countless doubts that needed answers. He said: At the beginning of establishing the company, the biggest headache was having no experience in company management and team building, not even the basic organizational structure of the company. Thus, learning, actively learning, picking up books, consulting teachers proactively, attending training at Zhejiang University became essential. From previously avoiding learning to now actively learning, Wang Jiaxing's transformation surprises people, yet it all makes sense. He said: During the learning process, the entrepreneurship guidance teacher helped me a lot. Including planning the company's organizational chart and employee job authorities. He wants to tell entrepreneurial students that maintaining a good mindset is the most important thing, being good at learning and thinking, and having a long-term vision instead of just looking at how much money can be earned immediately.

Due to the relatively low price of cardboard boxes and being constrained by courier freight factors, cardboard box trading is generally geographically divided. For example, cardboard box sellers in Hangzhou usually have a sales range covering Jiangsu, Zhejiang, and Shanghai, while cardboard box sellers in Guangdong usually have a sales range covering Guangdong Province. Wang Jiaxing plans to establish two more distribution centers in Beijing and Guangzhou within the next year, laying out and seizing the three most economically developed areas in the country to become a leading domestic professional e-commerce cardboard box supplier. Within the next two years, he aims to create annual sales of 30 million yuan and build China's most professional e-commerce dedicated cardboard box brand.