中國女人開網店,厲害到飛起!

Wu Xiaoyu opened her first online store in 2009 before WeChat existed.

早在2009年微信普及前，吳曉雨就開了自己的第一家網店。

She was working full time as a digital strategy analyst for a marketing firm in the city of Zhengzhou, in Henan Province, but she had a project she couldn’t stop thinking about.

吳曉雨是河南省鄭州市一家營銷公司的全職數據策劃分析師，但在她心中，一直有個想法縈繞不去：

She wanted to sell local products like honey and walnuts from her hometown in a mountainous region of Henan, since the children and elders still living there were not equipped to market for themselves.

她想做生意，產品即爲自己的家鄉 — 河南某山區的當地特產，如蜂蜜、胡桃，因爲留在當地生活的老人小孩沒有能力把這些東西拖到集市去賣。

So after work, she started posting ads on online message boards and building a customer base.

因此，吳開始利用自己的閒暇時光在網絡消息平臺上做宣傳，逐漸打造了良好的客戶基礎。

After two years, Wu quit her job in order to both officially register her company and give birth to her daughter.

兩年後，吳辭去工作，把精力集中在註冊公司以及孕育女兒上。

Today, Wu owns two WeChat stores (Youjian Haitao and Guozhen Liaode ), employs just under 40 people, and takes orders from about 600,000 customers.

時至今日，吳已擁有兩家微信小店（名字分別爲“有間海淘”和“果真了得”），僱員不到40人，卻坐擁60多萬名客戶，每月銷售額達到了2百80萬人民幣（合約40萬7千美元）。

Generating around 2.8 million yuan ($407,000) in sales per month, she is one of a growing number of women who are reshaping the gender balance of Chinese entrepreneurship through ecommerce.

作爲中國與日俱增的女性電商企業家羣體中的一員，吳無疑爲推動中國企業家身份走向性別平等獻了一份力。

“It’s not about how much power you have, or your knowledge or education or money. It’s about how creative what the merchant wants to provide to the customers is,” says Elvica Yu, CFO of the WeChat-integrated ecommerce software provider Youzan.

“無關權力，無關學問，無關教育，無關金錢。真正重要的是商家想要爲顧客發揮自己多大的創造力。”微信電子商務平臺供應商“有贊”的首席財務官俞韜如是說。

Yu says that unlike traditional ecommerce sellers who attract customers by spending on advertising and sponsored placement in search results, WeChat sellers develop their customer base through personal networks and creating shareable content.

俞表示，與傳統電商不同的是，微信賣家通過個人網絡和共享內容建立客戶基礎，而非花銷在廣告與佔位優化上。

Yu says that over 40 percent of the company’s nearly 3 million business owners, which include Wu Xiaoyu, are female.

俞還說，公司近300萬名企業主中，女性佔比40%以上，其中就包含有吳曉雨。

He expects this figure to hit 50 percent within the year.

他希望這一數據能在今年內衝破50%。

Female dominance of China’s ecommerce space is revealed by the numbers: While women account for only 25 percent of all entrepreneurs in China, they have founded 55 percent of new online businesses, according to state-media-cited research from 2015.

數據表明，中國電子商務領域由女性主導：雖說中國企業家裏僅有25%爲女性，但是據2015官方媒體調查，女性佔據了55%的在線商務席位。

Women-owned businesses already account for over half of stores on Alibaba’s ecommerce platforms Taobao and Tmall. And women like Wu are running a growing number of female-owned WeChat stores.

阿里巴巴的電子商務平臺 — 淘寶和天貓有超過半數的網店店主爲女性。而和吳一樣開始經營微信小店的女性也越來越多。

Lily Shi , 30, started her WeChat store, Love Rabbit, using the personal networking strategy that Yu describes.

施愛麗今年30歲，她借用俞所描述的個網策略開了自己的微信小店 — 兔子洞韓國飾品代購。

Shi began selling accessories imported from Korea on WeChat in 2014, the same year that Tencent opened WeChat stores for the public.

2014年騰訊對大衆開放微信商城起，施就開始藉助微信平臺銷售韓國進口配飾。

Shi decided not to open an “official account,” where businesses can send messages and promotions to subscribers.

自雖說官方賬號支持商家推送信息、提供優惠給訂閱者，施卻並不打算開通。

Instead, she engaged in more straightforward social commerce — simply posting photos on her personal WeChat account of jewelry and accessories received from her Korean supplier.

相反，她選擇了一種更爲直接的社交商務方式 — 簡單地給自己從韓國供應商處進口的珠寶、配飾拍個照，再把圖片曬到個人微信賬號，僅此而已。

Only her WeChat contacts were able to see these posts to her “Moments” newsfeed, but as friends shared her account, her circle of WeChat contacts has grown to 2,700.

只有微信聯繫人才能看到她發在“朋友圈”裏的動態，而她的微信聯繫人已經漲到了2700人。

“I didn’t think too far ahead when I started. The intention was just to make some extra money doing what I like — I myself am a fan of these accessories,” says Shi.

“剛開始的時候我沒想那麼遠。初衷不過是想做點自己喜歡的事，順便掙點閒錢。因爲我個人也很喜歡這些配飾。”施說。

Today, she receives the majority of her orders through her Taobao store; she began renting a separate studio last summer after her operations outgrew her Shanghai apartment.

現在，施收到的大多數訂單來自淘寶商城；去年夏天，她的收入在買了一套上海公寓後還有剩餘，於是她租了一間獨立工作室。

As more sellers crowd into WeChat and other ecommerce platforms, competition is becoming more cutthroat. “The market is changing so fast, you have to stay open minded,” says Lily Shi of Love Rabbit. Though she knows the difficulties, Shi hopes to continue to grow her business to eventually start her own brand. She says, “For entrepreneurs, persistence is crucial to success. Don’t give up easily on your dreams.”

隨着越來越多商家涌入微信及其它電子商務平臺，競爭變得越來越激烈。“市場變化太快了，你的思想必須得開放。”兔子洞韓國飾品代購的店主施愛麗說。雖知前路坎坷，施仍決定繼續自己的事業，最終打造一個屬於自己的品牌。她說：“對於商家而言，成功的關鍵在於持之以恆。自己的夢想，哪能輕言放棄。”