Bowser CEO Zhiquan: Electricity dealers should turn out the tricks

Zhiquan, the former CEO of Bowser, said: "For the electrical business, the entire industry has generally made the business so unhappy." Does that mean something? The electricity business should not be like now, only know blindly Rob market, spell price. It's hard to create a higher commercial value. In his view, why would a promising new industry be made like this? This is the crux of the problem. He stressed that the electrical business should be new, and continue to learn from and reform, the electric quotient of happiness to do.

In Liu and guoqing again because of a "Harting" a new round of micro-bo scold war, the electric business circle of sentient beings noisy watching lively, zhiquan but in the enjoyment of their entrepreneurial career in the most calm period.

This time, the former often come to the Shijingshan Taiwan Street on the island of coffee is more than he made an appointment to old friends chat Big day fixed place, while a person's time to repair self-cultivation, Foster heterotrophic, visit the monastery, turn to the botanical garden, think about, walk around, look around, is the Wang of the whole future for a period of time the main schedule.

While the outside world still does not stop to his resignation Bowser network CEO to do all sorts of unwarranted speculation, Zhiquan only gave the media an explanation: "Just want to have a good rest", then, then no longer talk about this matter.

In fact, the initiative to resign CEO Zhiquan is still Bowser net apart from Gome's second largest shareholder, whether still need to adhere to the first line is also zhiquan my freedom. For a long time, the first line of high-intensity work obviously inevitably let him have the feeling of exhaustion, so choose to rest is also reasonable.

He later confessed that 2011 was the toughest year for the Bowser network, harder than any previous year. Because 2011 Bowser net turnover turned 4 times times, the staff size turned 10 times times, the daily management brings the pressure to be imagined.

On the outside of the "retired CEO to the second line, is to prepare for new entrepreneurial projects," said to its confirmation, Zhiquan to the "World Network Business" Reporter's explanation is, "I want to go to Japan, the United States to see, after all, there are developed retail industry there are many useful places to observe the social consumption patterns, look at the start-up companies and innovative models." Of course, not limited to the field of electrical business, perhaps to find some answers. ”

Prior to this, Zhiquan has repeatedly pointed to the electric business industry in a serious exaggeration and bubble, was interpreted as "This is to be directed at Suning easy to buy." At the same time Bowser network selection and a Amoy cooperation, and said that the price of the transparency of the said, is also considered to be in the "accused of shielding a Amoy information of the Jingdong Mall commodity prices ' Iron Curtain ', which has let it in the focus of the whirlpool."

At this time, observation sitting in front of reporters, he has been able to clearly feel that there is a way away from the ground after the calm and calm.

For Li Liu A new round of scold war, Wang all calmly think: "Lao Liu (Liu) really don't need to and old Li (guoqing) so rivalry, Lao Li also don't need to provoke saliva dispute, everyone peaceful together to business bigger and better." Back to the point, if Jingdong really a little something, that the whole electric business in the stock will have to suffer, the loss is not everyone. ”

He added: "Why is it so easy for everyone in the electric business circle to get angry?" In addition to the media, it also shows that in this fast-growing industry, entrepreneurs are generally under a lot of pressure, nervous tension, it is inevitable easy to explosive. ”

At the same time, Zhiquan asked: "Why is everyone so sensitive?" Is it from capital pressure, market pressure or pressure from competitors? Maybe a couple of things. But does the industry generally make this business so unhappy? This means that the electricity business should not be such a play nowadays. How much commercial value can be created by simply robbing the market and spelling prices? Why would a promising new industry be made like this? This is the crux of the problem. ”

Since 2001 into the Amoi to do marketing, and then served as Amoi sales director of Zhejiang Province, and then later as Amoi listed company spokesperson, this career let Zhiquan follow then quickly climbed to the industry's cusp amoi together fame.

In the 2006, Zhiquan decided to terminate his career and start another career that was uncertain. After two years of pioneering mode of exploration, Zhiquan in 2008 founded the Century Electrical network (that is, the predecessor of the Bowser Network); August 2011, because "do not value money, value resources" and choose to 48 million yuan to sell century electrical network 80% shares to Gome; March 6, 2012, because of "Dingdonghua" Now as the CEO of Bowser network more than himself to understand gome resources, conducive to Bowser and gome further effective integration of resources, and choose to resign Bowser network CEO.

It is due to the career in Amoi, plus the entrepreneurial career in Bowser network, Zhiquan obviously than a lot of electric businessmen know more about the pain of traditional channels, online channels, but also more understand the pros and cons of capital, the limitations of entrepreneurs, and now he temporarily exposure to the industry outside the philosophical permeability, these are the "World Network Business" Choose the purpose of this dialogue.

In a temporary addition to the price war, there is no other good news industry in the war of words, we hope to learn from the news of the electric business entrepreneurs, to find the industry really more newsworthy attention point, even now is only a forward-looking thinking or a kind of calm reflection, Even for today, the pragmatic industry a deliberate retreat.

As Wang all said, stop and think for a moment, instead of rushing to do the next thing, it is still a meaningless repetition, and the real business value is still nowhere to be found.

"The internet is temporarily a private economic free highland"

"The World Network Business": Why China's e-commerce industry generally impetuous blindly pursue "first, first, first"?

◇ Zhiquan: The impact of the internet on China's economy is enormous, in the first wave of the Internet, represented by the portal after the wave, now we are ushered in e-commerce this wave of the Internet, and this time the transformation of the private economy brought great market opportunities can be said to be unprecedented.

After the reform and opening up, the Internet before the economic rise, many people are relying on the reform and opening-up dividend, with the resource monopoly, along with China's rising national power to do business, personal ability is second.

The internet is completely different, is bottom-up, from the folk free spontaneous growth, rather than top-down government-led. The private free market opportunity is huge, the entrepreneur overall quality is high, the free capital also has found a relative free market exportation, causes many people to have the appetite very much, all wants the big matter.

In addition, the media is also fuelling the trend to choose to shape the success of the industry, such as MA, Robin Li, horse, but less attention to a larger group of entrepreneurs.

So, after the wave of E-commerce, entrepreneurs are also thinking of the first big, want to do first, want to reproduce on a wave of brilliance, become the next "two horses and one Lee." But we all ignore a problem, E-commerce still follow the rules of retail industry, rather than a complete virtual economy, really big do need a long-term process.

"The World Network Business": is not said that e-commerce entrepreneurs a brain rush to do the first wave of internet companies business logic went?

◇ Zhiquan: You can understand that. When this has become a consensus of many people, the struggle to rob the market has become a very natural action, price war, saliva war are also followed.

For example, Old Liu (Liu) and Lao Li (guoqing) Recent quarrel this matter, in fact, what good dispute, if the east accident, to when not what good. Objectively speaking, if there is an accident in Beijing, the Chinese people will be collectively sung decline, can we have a better life? In capital's view, if the size of the big retail market such as Jingdong is so risky, the other small companies are not to mention, which is bad news for an industry that is still in a high-growth period.

So Lao Li don't need so more than the strength of the argument, old Liu also no need to follow the anger, so toss on the whole industry is bad.

"The World Network Business": Is it also can be understood as, at present everybody's state is not peaceful, the competition is more intense, the nerve is very sensitive, very easy to wipe the gun to go off?

◇ Zhiquan: Indeed there is a point, anger, excitement, irritability of these negative emotions, frankly speaking, because of the pressure. The industry does grow too fast, reform and opening up to now, there is no industry to attract so much capital entry, the traditional private economy is the self-hematopoietic or from the bank loans, or earn their own, or have to borrow, are to be paid, and E-commerce is to burn capital money, is not to return.

Nowadays E-commerce is widely rampant, burning money burning too fierce, said to be burning money feast is not exaggerated, than the last round of the internet craze. This causes everyone desperately want to big market scale good take money, do not want to position, also do not want to subdivide, as long as can bring sales of all to do, so that led to the bad situation of vicious competition today, this is not normal, and capital money is not white burning, they will be more and more rational.

"Price war is a negative cycle that does not create business value"

E-commerce should be to make money, and now a lot of brand-making electric dealers are very profitable. For example, Amoy brand seven, crack silk, liv, etc. all live very moist (even after taking the capital), to now also make money, do own cosmetics brand of Liv live more moist.

"World Network Business": Why Amoy Brands can live well, and independent of the general has been hard to profit?

◇ Zhiquan: Although Amoy brand is still small, but they make full use of E-commerce to save channel costs, but also play a good role in the Internet clustering effect, which also shows that the industry is not so bad. On the contrary, the common days of doing channels and platforms are bad, because the business value created is not that big.

"World Network Business": is not that the current corporate finance valuation and its creation of commercial value is not symmetrical?

◇ Zhiquan: Yes, the consumer is only helping to solve the convenience of consumption, but to fight the price war, more is to let consumers buy a bunch of unwanted bargains, but not in the service or the shopping experience of great innovation.

"World Network Business": This can be understood as a new social resource allocation of waste?

◇ Zhiquan: Yes, e-commerce is a kind of progress, must be the social resources to further optimize the allocation. A bit of economic knowledge of people know that the market is invisible hand, unreasonable allocation of resources will certainly be corrected. Now price, rob the market has caused widespread unhappiness in the industry, indicating that there are problems in practice. The industry itself is fine.

"The World Network Business": Always spell price will not make consumers consider prices as a single consumption selection criteria?

◇ Zhiquan: Once the price is low, the channel will be forced to kidnap suppliers, if these enterprises have a profit problem, the same as the workers of the consumer day will also be generally bad. Now that the Government is aware of the emphasis on boosting domestic demand and boosting the economy, is it that the electricity dealers sell cheap to boost domestic demand?

However, China has not enacted regulations to control the widespread unfair price competition in the electric business sector. In Japan, a price war is absolutely impossible, and is not permitted by law, because Japan's anti-unfair competition law says it will crush small businesses and create unfair markets.

In turn, Chinese entrepreneurs are generally lost in the price war. Ask yourself, did you want to start a business? Remember the original entrepreneurial ideal?

"World Network Business": You have mentioned some time ago, the entire electric business industry has excessive sales, excessive service problems, why would say so?

◇ Zhiquan: Even the electric business enterprise, also has the shareholder, has the staff, also has the supplier, besides the consumer, also must be responsible to them. Online retailing does have to serve consumers well, but everything has to be a degree to not blindly spell low prices, it is considered to serve consumers. If not for shareholders to profit, can not guarantee the benefits of suppliers, employees, is a negative circulation business model.

"World Network Business": So the result will be what?

◇ Zhiquan: This is the self digging pit, everyone is responsible, everyone will be unhappy. Even if you survive such a brutal price war, it's not going to be much better to be around the margins. What if you succeed in a price war? If the profit is only 2%~3%, basically live is not happy, because the supply chain slightly careless on the loss, cost control slightly careless also lose. Does it work so hard that it will meet the needs of society? Where are the commercial values created by so many highly qualified people? Is the end more than who can squeeze suppliers, more than who can cost more, than who let employees work overtime more than who will burn shareholder's money? Do you really want to go into this vicious circle?

Look at someone else Amazon live well, through the technology to achieve related product recommendations, which is really stimulating consumption, is the cycle. Are we going to sell our customers a bargain?

Return to retail industry to truly serve consumers

"World Network Business": Now China's manufacturers are popular said to do China's Amazon, China Wal-Mart, how do you think?

◇ Zhiquan: Let's not say these imaginary. Earlier this year I went to Japan to study, with the Japanese listed companies, online retail channel brand Zozotown chat, found that zozotown to all brands online price is only cheaper than offline 2%~3%, and through social logistics sharing costs (this may also be due to the relatively developed logistics industry in Japan) , while the online payment rate reached more than 90%, the delivery of goods is relatively small, which indicates that the overall social credibility is better.

Zozotown in Japan's annual turnover of 50 billion or 60 billion yen, net profit in 10%, can be said to live very moist. In turn, its performance in China: China's chairman is the Zozotown of the parent company number third, more emphasis on the Chinese market, but they are not particularly good in China, because the price war is too fierce, zozotown a bit not adapt to this big environment. Admittedly, there is a difference between the consumption of China and Japan, but this also shows that in the price war in the popular online retail industry, really understand the retail is the temporary loss, it is actually a very uncomfortable thing.

"World Network Business": Compared to Zozotown, Uniqlo in China is not better performance?

◇ Zhiquan: Uniqlo has a design, there is a brand, itself is very suitable for the electrical business, this is not the same as the Zozotown channels.

But zozotown in Japan to do very well, carefully can be found, all the big and small brands stationed in the Zozotown, must be in accordance with its size standard again, this is the original zozotown in consumer services, to convey a point to consumers: fit, This captures the most basic demand point for retail consumption.

Anyway, the design is always to serve the function, even if it is not because of cold to wear clothes, but for the United States to wear clothes, but also to meet the basic needs of consumption, to buy at ease the effect. and domestic enterprises mostly to the basic demand and high demand upside down, in the basic needs are not very good to meet the time to pursue some unrealistic consumer demand points.

"The World Network Business": Is it because most internet-born electric dealers do not understand retail specifically?

◇ Zhiquan: That's not the right thing to say. Because even the people who do the internet, after so many years in the electric business industry, especially those who have done six or seven years, more than 10 years, should also understand the retail. But one thing is that internet-born people's understanding of retailing is definitely more than the traditional retail business understanding of E-commerce, but now the industry is not a special atmosphere orientation.

"The World Network Business": including our own initiative now do not mention E-commerce, but to bring online retail.

◇ Zhiquan: Yes, in fact the electricity dealer does is the online retail.

"World Network Business": Compared to other industries, home appliances are not the most likely to return to retail right?

◇ Zhiquan: Almost agree with this statement. Because the home appliance industry's brand, the channel all comparatively concentrates, the standard, but other professions general brand is weaker, the channel is also more dispersed. Because the appliance brand is more concentrated, consumers are relatively rational, easy to make purchase decisions. From these aspects, home appliances do hope that the first return to the proper path.

But there is no denying that now more than any other industry, home appliances to play is fierce, in addition to Su Ning, Gome and other traditional giants to join, making the competition naturally more intense, the most important thing is that the market is too big, 1.3 trillion of the market size, coupled with consumers to make purchase decisions faster, easy to scale, So for the time being to spell more powerful.

"World Network Business": from the current market expectations published by the company, it is true that everyone's market appetite is relatively large.

◇ Zhiquan: There is a point to be said, home appliances online sales of the data is not now publicly published so large, it contains a lot of water.

For example, some time ago there is a platform to publish a set of data, said the platform sales of flat-screen TV in Beijing's market share of more than 15%, occupy more than 9% of Shanghai, occupy more than 7% of Guangzhou. You know, the whole Beijing home appliance market plate in more than 70 billion, the TV plate in more than 10 billion, if it can occupy 15%, it means that only a flat-screen TV products, in Beijing, one of the annual sales of more than 10 to 2 billion yuan, and the platform currently the total plate is 20 billion or 30 billion yuan.

It is almost impossible for a product to occupy such a large market ratio as a city. Frankly speaking, if the data is not water, I really do not understand the home appliance industry.

"World Network Business": Since the industry can see the discerning, then why dare to publish such "water" data? Let the press see it.

◇ Zhiquan: In a sense, there is a PR component, let the media see.

"The World Network Business": That old Liu and old Lee fight with the PR component?

◇ Zhiquan: I feel old Liu, Lao Li not through micro-Bo quarrel to "Flirt", Jingdong, when also not rely on this to do PR. Besides, Lao Liu is so busy now that he certainly doesn't have much time to tweet, plus almost every day there is a media writing about Jingdong, not doing it.

It's a good thing that entrepreneurship is more rational and subdivided.

"World Network Business": Gu Jianching recently began to choose to start a new business, you feel the domestic electricity business environment and the business situation compared to before?

◇ Zhiquan: I am more optimistic about the entrepreneurial opportunity today. In any case, the market environment is better than before, and everyone is beginning to become rational, and will cut even more carefully, and try some creative mode.

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Zhiquan

However, to see clearly, compared to the traditional channels, the current E-commerce threshold is still relatively low. For example, if the Taobao mall compared to the traditional Wanda Plaza, then we look at how much the cost of the cat, Wanda Square cost, a comparison will know. In addition, if the merchant does not occupy Wanda Plaza's advantage position, basically there is no business opportunities, and in the days of cats, but can be optimized to obtain traffic, relatively fair more.

"World Network Business": is not in the traditional channels, resource monopoly or more obvious, resulting in a relatively high threshold of entry?

◇ Zhiquan: Yes. Relatively speaking, the Internet channel's entrepreneurial threshold is lower. You think, China makes very cow, but not only big brand not, small brand, invisible brand also too few, this is opportunity. Now everyone has entered a misunderstanding, is to be a small brand of the market, but did not think well of the big market brands.

From this point of view, but it is better to Amoy brand, such as Liv. Although the essential oil in the cosmetics field is a very small market, but once you can do the day cat's first oil brand, also can live very well, the profit is also more moist, this is a fun business.

"World Network Business": Why Beijing will appear in the east, when such a large channel platform, will also appear crack silk, ah fu such an interesting Amoy brand?

◇ Zhiquan: Relatively speaking, Beijing people do still have the pattern, want to tomorrow, the day after the matter more, Jiangsu and Zhejiang People are more pragmatic, first want to do today. The reason why the Chinese are so hard to make is that in this way of thinking, they either get bigger or die faster, which is the common entrepreneurial logic of this place.

Why also appear crack silk, ah fu such Amoy brand-they are a designer brand, a marketing is well known, in part because the city of Beijing, the accumulation of human resources, capital resources, media resources are unmatched in other cities, and has been maintaining the talent, resources, the huge centripetal attraction, It's easier to invent a fun brand or business.

"The World Network Business": is not also because of the media resources, so Beijing electric business has any movement on the transfer faster? But the media's focus all day on the big electric dealers will be less interesting.

◇ Zhiquan: Yes, it does lead to big companies have a bit of movement is big news, some small companies, innovation companies are not easy to find.

"World Network Business": It is understood that your undergraduate course is in Sichuan read the news. What impact did previous work experience have on your own business?

◇ Zhiquan: I senior that year respectively in Chengdu Evening News, Huaxi City newspaper Internship, and then did the Amoi Zhejiang District Sales Director, until Amoi listing and when more than three years of spokesperson. This period of time exercise a lot, because the spokesperson needs to have a more thorough understanding of the company, in the company strategy with high-level, management to communicate very close, for the whole listing decision-making process is relatively clear, these are a rare asset to the subsequent entrepreneurship, at least make some relatively large decision-making when more confident, The judgment of the Cardinal is also more reliable.

"World Network Business": In the face of the industry's gross competitors, how do entrepreneurs do?

◇ Zhiquan: In fact, this worry is not necessary, no matter how big the company can not be fully involved in the all-round, and business always has a border, this point in the Internet industry is also applicable, even if Microsoft will also be split by the monopoly.

It's hard for big companies to keep innovating because the internet itself needs to be constantly tried and tested, and big companies often choose conservative strategies because of the high cost of trial and error, which gives entrepreneurs a lot of opportunities for innovation. For example, Ali to build the ecological chain, to make the rules of the formulation, this is true, but need time, but also need to participate in many ways, this is the opportunity for entrepreneurs to participate in a large number of opportunities.

"The World Network Business": Now the electrical business is very popular some of the final things, personally think that the industry has just begun, all the early conclusions of the fashion will limit new opportunities, new start-up companies out.

◇ Zhiquan: It is so, do not try to do how to know can do? There are still a lot of opportunities, we have done more coarse, so do not be limited by the verdict. For example, since the construction of logistics is not right, in fact, it is difficult to conclude. At present, Beijing-East logistics services do a good job, send text messages, call before the door, service attitude is also very good, can be said to have been better than Shun Fung poor.

This point, the electrical business service capacity has begun to appear layered, such as "four-pass one" is not as good as Beijing-east, Beijing and east is not as good as Fung, and this part of the competitive advantage will become more and more obvious in the later, so the electric business services industry opportunities.

"The World Network Business": The Cao of the barley net had summed up why oneself in Beijing do Little Red Horse Express did not do up, and went to Guangzhou's Wei to do it, because by the Post office restrictions, how do you think?

◇ Zhiquan: First put aside the policy reasons, the original Wei chose to enter Hong Kong is definitely the right decision, because the Hong Kong service industry standard starting point is very high, can help shun Fung to set up the service standards. Back to the mainland, in the service of this piece, we generally do not very good, if Ikea came, Zara also came, the domestic online retail trade short board will be more exposed.

"Buy right, don't buy expensive" is the essence of retail business

"The World Network Business": You mention the price problem, each enterprise has its own set of pricing strategy, there is a price protection mechanism, then how do you see the price war, and how to look at a Amoy independence?

◇ Zhiquan: Parity do not fear, the United States to do the listed companies have, but not price parity, but to encourage the emphasis on differences, a Amoy also want to let consumers better find their own products. Baidu Open.com, Google (micro-bo) shopping are also done parity, which is in fact, forcing everyone to emphasize service differentiation.

Social business value is to let consumers buy the right things, think nice that the phrase "only buy right, don't buy expensive" is too right, the retail industry should be so, and "right" and "expensive" is not contradictory. To encourage consumers to buy what they need, rather than just emphasizing prices and letting people buy cheap things, only by advocating the right things can they really meet their individual needs.

"World Network Business": How do you plan for the future?

◇ Zhiquan: First Relax, rest, take a look around, think about it, go to Japan, the United States to see, online retail to look at, more with the local enterprises to deal with, observe the social consumption patterns, look at the consumer atmosphere, not limited to contact with E-commerce, may be able to find some of the future direction of Chinese online retailing things.

"The World Network Business": Indeed, the domestic electric power business in addition to price war, temporarily still difficult to find other interesting exciting point, we basically follow the same single market logic.

◇ Zhiquan: Selling socks in the domestic, selling underwear profit, but this can sell at a loss, and the British socks online retailer Blacksocks.com do well, which means we do not now normal.

"World Network Business": Japan or Europe and the United States retail industry experience will not be acclimatized in China? Maybe they need some barbaric local experimentation or innovation?

◇ Zhiquan: For example, Best Buy temporarily withdrew from China, definitely not by Gome, Suning, but the adjustment of their own global strategy, and Best Buy customization and other quality services have not been shot in China. In addition, Best Buy in the United States to do car retail, car service to do a good job.

"World Network Business": Best Buy in the global market to do a strategic contraction, mainly to concentrate on the United States to focus on the domestic market sniper Amazon.

◇ Zhiquan: In Japan, I have communicated with the three major Japanese appliance retailers, including Amada, who generally believe that best Buy is definitely not their competitor in the global market, their common rival is Amazon.

"World Network Business": That with Best Buy, Wal-Mart, compared to the traditional retail predators, Amazon's advantages?

◇ Zhiquan: Amazon In addition to maximize the cost of optimization, but also a very important point is to track the consumer online purchase traces, recommend its real needs of the related goods, this is actually a return to the retail business, return to pay attention to each individual's personality, so that individual consumers feel cared for, attention. Based on the logic of this business model to understand consumers better, and through technology, Amazon can do it well.

"World Network Business": If the nature of the retail business or to understand consumers more, Amazon through technology to achieve, that Best buy also precipitated a large number of consumer data, can online retail play it?

◇ Zhiquan: The Internet has brought a lot of changes, the biggest change is the lock on each individual behavior, and Best Buy and traditional retail business is difficult to get rid of the fate of random people. They do not know exactly what each person is doing, and how the next consumer who enters the store is going to do it, or how to crawl each person's behavior.

The consumption data deposited by the traditional retailing industry may be of reference value to the back-end supply procurement of a certain region, but it is difficult for each consumer in the front end to have the real transfer and extraction. Through a lot of buying behavior statistics to predict the next purchase behavior, this is what Amazon can do, in fact, the Internet can do.

"The upside of the Internet is the ability to remember every consumer."

◇ Zhiquan: The Internet can know "who you are", can change the asymmetry of information, but also make communication between people more smooth. From this point of view, the Internet for human society, especially for business, the biggest contribution is information transparency and sharing, if it is used in online retailing, it is the energy of subversion of traditional retail.

But there have been similar attempts in traditional industries, but it is almost impossible. Metro, for example, claims that its membership makes it possible for every customer to be recognized as soon as they enter the store, and to help them find the goods they need-that is, to make big businesses small to understand every consumer. To see the bottom of the sea fishing, I once asked the sea bottom of a shop, the store long said one months to remember 2000 names, every shop to the consumer he can be familiar with a few words, and know his diet hobby, this is the big company small do fine, to do a specific concern for a certain person.

In the same way, why are there so many department stores that we still have feelings for small shops? It's because the shop assistant is familiar with your situation. People want to be valued, paid attention to, the real value of the business should be temperature, emotional.

If the price war, sell standardized products, this is indeed the most easy to go, because the market demand is also the largest, it seems very easy to big, but the competition is brutal, value-added services are very few. Today we can generally achieve low prices, is to sacrifice the profit point as a prerequisite, rather than have the ability to be cost-effective to do high, and in some services to make innovation, which is not a good use of the characteristics of the Internet, to tap the real consumer demand, to make a real new business value of the company.

"The World Network Business": But on Taobao, there are some very character stores sporadic, can provide such additional services.

◇ Zhiquan: Indeed, there is a shop selling jeans on Taobao, stating that after eight o'clock not selling goods, this is also the characteristics of differentiation.

But there has always been a contradiction, that is, whether the business should choose to serve the majority of people or a small number of people. What's interesting about Taobao is that it really gives a small percentage of the consumer demand that is not being met online to get the chance to be released online and to feed a store by accumulating. It's also a way to encourage innovation and give freelancers a lot of creative opportunities, and that's where it's valuable.

There will be more and more of these business start-ups in China. Even in the retail industry developed in Europe and the United States, Japan, there are still a large number of interesting stores, there are still so many invisible champions exist, which means that a good service to the specific consumer groups is the commercial beauty of the place. This is also a social business mature performance.

"The World Network Business": is not said that the net buys to some extent solves the consumer demand the supply question, but has not solved the difference demand temporarily the question?

◇ Zhiquan: Let more consumer individual demand be satisfied, must be a line of defense, not always want to be unwilling to serve individual minority consumer groups, only stare at the popular, standardized consumer groups without innovation, this is very short-sighted.

"World Network Business": That is, the market is very large, but does not mean that you can do a lot?

◇ Zhiquan: Yes, once the social supply is abundant, the personalized trait of consumer demand will be more obvious. Once, Taobao gave many entrepreneurs such an opportunity, after the consumer should also consider not only to do standardized platform, but also to do some personalized innovation, which is the commercial value of online retailing.