Gu Jun:Since April 2014, I have been an entrepreneur for ten years. I first stayed at JD.com for nearly three years, then went tolefeng.com, and later sold it to Vipshop. During this period, I mainly worked innew media content on e-commerce platforms, accumulating valuable experience in live streaming sales.

After working for five years, I founded my first company, Need, which mainly sold Japanese, Korean, and American beauty and personal care products to China. The model was similar to Pinduoduo or Weidian, and it wasone of the earliest enterprises to achieve product-effect integration. Fortunately,the company achieved a revenue of 7-8 million yuan in the first year of entrepreneurship, harvested the first pot of gold, and used it as a down payment for a house. Later, every time I encountered a crisis in my entrepreneurship, I sold a house and got through the darkest moments of my life. As the saying goes, the money earned by luck is lost by ability..

The reason for switching to cross-border e-commerce is that the domestic market growth was relatively slow at the time, and I saw the huge potential of brands going overseas, especially the hot online retail market in India, the Middle East, and the United States.

In 2020, TikTok traffic swept the world, and in November of the same year, I founded Newme. With the "new, strange, and special" advantages of the Chinese supply chain, we captured the hearts of Generation Z in the United States through live streaming platforms. Of course, Newme does not stop at selling products,but hopes to accumulate an understanding of channels and audiences through sales, and gradually develop brand business.

Up to now, Newme has accumulated more than one million dollars in TikTok short video advertising, with a monthly live streaming revenue of 1.5 million US dollars, and a peak daily advertising revenue order of more than 1,000 orders, with several SKU products selling more than 10,000 pieces. Nearly 20 live broadcast rooms have been built in China and the United States,Newme is the first enterprise in China to tryfull closed-loop cross-border live broadcasting in the UKand semi-closed-loop local live broadcasting in the United States.In March 2023, Newme launched its first hero product on TikTok in the United States, selling 3,000 pieces in one day, and the store topped the US chart that month..But due to the products mostly coming from OEM processing or third-party procurement, lacking certain brand strength. Therefore,nextNewme will focus 70%-80% of its efforts on the R&D and construction of its own brand, establishing differentiated competitive barriers, striving to achieve a GMV ratio of 30%-40%.

Looking ahead, Newme's goal is to become the leader in the home furnishing field on TikTok, because only by fully understanding the channel can we understand how to do and coordinate various aspects of content and transactions on TikTok.

Gu Jun:Naive, I didn't want to work for others. The fundamental reason is thatmany ideas at that time could not be effectively verified in big companies.From 2011 to 2015, JD.com andlefeng.com were experiencing the transition from PC Internet to mobile Internet. During the PC Internet period, the number of netizens was very limited and did not have the ability to access the Internet. In the mobile Internet era, many new incremental populations, new products, and new traffic content changes emerged.

Thinking about the evolution of e-commerce from the perspective of categories, JD.com has already maximized B2C full-category e-commerce; and we hope tochange the business model based on user overflow from the perspective of media business, making media business and commodity transactions better connected in the mobile Internet era, thereby finding new market opportunities.

However, due to the lack of good practice in content e-commerce and social e-commerce at that time, and the failure to land the highly recognized star influencer economy, I chose to leave big companies.

I founded my first company, Need, aiming to form user social content commodity transaction purchases based on WeChat traffic, and was one of the first batch of import social e-commerce entrepreneurs; and now I founded Newme to do export social e-commerce,essentially doing content, just moving goods out, and my more than ten years of professional experience are strongly related to the background.