Interactive discussion: How to upgrade the speed of electric business operation

News and Technology October 17, eworld e-commerce world and 2012 China E-commerce Blue Book Core Conference held in Beijing, this session will be "through the mist-find the law-asked Blue sea" as the theme, invited the Baiyu industry elite for Mobile, After the socialization of e-commerce operation and operation how to accelerate the overall speed of the hot topics such as in-depth discussion. News science and Technology as the exclusive Financial network (blog, micro-bo) to the media will be the entire report.

Interactive discussion: How to upgrade the speed of electric business operation

This discussion by billion state power CEO Zhengmin, Fast Schoolbag CEO Xu Zhiming, Fun play net CEO Zhou Ping, enjoy China CEO Zhao Liang, Massamasso CEO Hong, Cool Sports E-commerce site CEO Zhu Qigong, COO and technical Vice President Zhang Shaofeng, as the media business Development Vice President Shenyan, Rice son Nets Vice president Shanhong together.

The following is a transcript of interactive discussions:

Zhengmin: This link, we mainly discuss the topic: Out of misunderstanding, return to nature, explore the law, marketing upgrades. It is natural to find a few keywords: misunderstanding, nature. It is particularly interesting that we are discussing this topic today, especially on the eve of the Blue Book, which is about to be released. Today's venue is also more compact, I have a small proposal, I suggest everyone here with the podium to consider the problem of misunderstanding, the essence of the problem, what is wrong, what is the essence. Before I begin, I have a request for you, this request, there is Sina Weibo, I would like to invite you to the podium guests on the issue, Sina Weibo on the @ebrun Zhengmin, if the election to your question, the guests after the answer to look forward to you can be at the scene of the guests are satisfied with your answer is not satisfied, Or the guest's answer will give you a share of the inspiration. Below please: Quick schoolbag CEO Xu Zhiming, Fun play net CEO Zhou Ping, happy to enjoy China CEO Zhao Liang, Massamasso CEO Hong, Cool Sports E-commerce website CEO Zhu Qigong, with the media business Development Vice President Shenyan, percentage point COO and technical Vice President Zhang Shaofeng, Rice ER network Vice President Shanhong.

From 2011 to 2012, the last two years in our online retail such a circle, in the end what are the misunderstandings? I would like to ask you from your respective point of view, on behalf of you personally, in your opinion, what is the misunderstanding of the two-year electrical business?

Mr. Zhao: Hello everyone, I come from Le. It's no different from what we usually sell many years ago. It is only through the channels of E-commerce, our current electric business, investment and all aspects of the pressure, we are eager for success, people want to take 20 years to complete the road, with 3 years to go, this is the biggest problem. Through some electronic channels, through the data collation, we can use 10 years to walk, but definitely not in 3-5 years.

Zhu Qigong: Done so many years of E-commerce, these two years in E-commerce, we really walked out of a, do e-commerce itself, in order to rapid development, in order to better face the problem, we only in order to seek a rapid development, in this process ...

Zhengmin: Do you mean the size of your face?

Zhu Qigong: Not only the scale, but also the psychological. People so quick to get capital, get the money, I think the load of these things, there are more things involved. It's not about earnings or commercial things, it's not about business. In this case, a lot of enterprises embarked on a misunderstanding, a rapid development of the misunderstanding, his own e-commerce load of things thrown away, in the external market has changed greatly, we began to taste the bitter fruit.

Zhengmin: That is, in the electric business circle, we think there are some sites greatness.

Zhang Shaofeng: A new example, last year with a health care provider to talk about our company can help him to convert the unit price, he said that the promotion of 30%, I want 10 times times the growth. In the last year or so, I saw some investors, a lot of traditional retail can not reach the place, through the electricity quotient to solve, everyone to the electricity quotient, we believe that the electricity business can explode overnight. The starting point is wrong, you will do a good job of retail, Brand, this is a long-term, whether the channel or brand is a long-term process. Your expectations are not correct, the inevitable result in a series of positioning are wrong, leading to light burning money, finally no money, began to shrink, the brand also dare not cast, leading to a vicious circle. We look at E-commerce as the starting point is wrong, e-commerce is a piecemeal efficiency of the promotion, not 10 times times the promotion.

Zhengmin: Zhang Shaofeng means that a considerable portion of E-commerce is mistaken for an E-commerce site as a technology and product-driven company, rather than as a company driven by the flow and retail services.

Zhang Shaofeng: It is not possible to have companies like Amazon in China especially.

Shanhong: It is possible before the misunderstanding of the electronic look too heavy, electronics is just a means the most important thing is to use technology to enhance efficiency, and then to implement more things, its essence or to return, this is the main topic today, in fact, is business, is business, the function of hematopoiesis, this is very important in the late.

Zhengmin: I know you have experience in the cosmetics e-commerce industry, what do you think the cosmetics e-commerce industry in the past two years?

Shanhong: There may be more, because itself it is a small category, now there are not a few, that is, Le Feng, Poly-Mei excellent products, Taobao is too large. In the reality of some misunderstandings, it is possible to make the platform bigger will appear some such as goods on the lax monitoring, or lead to procurement problems.

Zhengmin: You think in the area of cosmetics e-commerce misunderstanding is to ignore the cosmetics of the genuine control.

Zhou Ping: I change the angle, everyone is talking about fast, slow, anxious, or burning money, in fact, the internet industry is the same, the past year also experienced a bubble. I think e-commerce, electronics or business, in fact, we have been discussing, in the process of discussion, we certainly become more understand. I don't see how big a mistake everyone made in this process. But there is one thing, everyone in the entrepreneurial process, thinking less, I talk to a lot of people to find this problem. People do not think what they really like, a lot of people in the business scale is not big to do, but you think not, you do business is not your favorite. Because all the so-called errors are committed, if you like your business, you will find opportunities in the wrong, you have the passion to overcome this mistake, you do this business, such as entrepreneurial business, from the end of 08, in fact, the business was very small. Even today, we are in a bleak process, we look at this year compared to last year, our gross margin has increased by 3.5 times times, the income is about twice times, I think you like the business, in good environment and poor environment can find opportunities. All the people who do electrical business, old Zhu is to do shoes, before the mother and child, you said he likes sports shoes and like milk powder? Lao Xu likes to make books, so you like to do the things you do, regardless of size, to your industry valuable on the line. This process will not make too big a mistake.

Zhengmin: I understand what Zhou Ping said, there are a lot of electric dealers do what they do not like to do, love the people they should not love, is it?

Xu Zhiming: To say the truth, I really do not know the electrical industry or other people on the electrical business of the misunderstanding, I have a misunderstanding, I really do not think about others, I think about how they live every day. I previously on the electrical business misunderstanding, with Shanhong said the phenomenon is opposite. I am not the internet background, I am selling the background of the book, my understanding of the electrical business too much attention to the business, but the electronic this piece does not understand. So I still don't understand. The Sina Weibo fund gave me a lot of persuasion after this year's investment in Sina, telling me that E-commerce is as important as electronics and commerce, and I later accepted it. This is the change of my misunderstanding.

Zhengmin: So easy to accept?

Xu Zhiming: They mobilized a lot of people to take it, and then I understood.

Zhengmin: The first round of the problem of misunderstanding, probably briefly discussed, we also listed a lot of their own opinions inside the two major misunderstandings of the electric quotient. Thank you very much for the friends on the Micro blog gave me some questions, of which there is a particularly good question, he has a question, Amazon must be an example? Analysis of the current Jingdong, some people will forget to take out a turnover of only 20 billion of the Amazon to do the comparison, Amazon must be the Chinese electric business should learn the role model?

Zhao Liang: I am strong is the point of view, Amazon is not can not be out, as long as give it 20 years, as a business can grow to Amazon, just don't let this Amazon walk 3-5 years of the road. We are not saying that scale growth is bound to produce benefits, when the scale to a critical point, for example, like last year's group purchase, when the staff from 100 people suddenly increased to 5000 people, the direct result is the rise in management costs, which in many CEOs is actually inexperienced, So this part of the cost of direct enterprise pull across, many have a large area of 500 people, 200 people, 300 people, this is the enterprise unbearable pain, suggest that we go slowly, return to the essence. Thank you.

Zhengmin: Zhu Qigong, in your opinion, what is Amazon worth Learning? Can you give us a little more detail, besides a simple business, what is it?

Zhu Qigong: I appreciate it in data mining, data analysis capabilities, they have been claiming to be it companies, in China you say is a simple IT company to do E-commerce, the company may not survive. I have been in contact with people in the Amazon, including with their technical department, and I am most appreciative of it is data mining, they are in the data mining, I personally feel very good. Nothing else is special.

Zhengmin: What if we're doing the same thing as Amazon on the data mining companies now, and can save some of the current companies?

Zhu Qigong: Can save a part. Fine operation, in fact, many companies, we often in the online speculation that E-commerce is a conspiracy theory cost, this cost is due to what causes? is because in the refinement of the operator did not do. So it can lead to high cost results. If we spend a lot of time studying the data, we can find that there are a lot of costs to be saved, and there are a lot of costs to spend, which is useful for some companies. You can learn this thing on Amazon.

Zhengmin: That is to say, did not do fine data mining, so wasted a lot of money, here is the percentage of data mining in the more professional, how do you see this problem?

Zhang Shaofeng: I do not think that China is an Amazon, 20 years is not necessarily. The United States is a country that is very much in agreement with the technology-driven, two countries have different values. Taobao is an operating company, not an emphasis on technology. What are we going to learn from them? is its operating philosophy, if you do not, but you have to find a way, whether it is to recruit talent or whatever, you have to do it well. In addition, most companies, you cannot expand your category like Amazon, this can not be done. You are within a limited category, do a fine data mining. Our company has cooperated with four hundred or five hundred electric dealers, in fact, there are quite a lot of dead, we do not want them to die, but did die, is because of disorderly spending. If you have this mode of thinking, the original 100 dollars, you will not be so expensive, you will be able to survive.

Zhengmin: Can you give us a straight talk about what benefits data mining can bring to these companies?

Zhang Shaofeng: Especially in the current stage of development, assuming that the competition is not intense, early you have a lot of money, you can extensive operation. But at this stage, Taobao's number of users has grown little. When your population dividend is small, you have to increase the value of the Netizen within the confines of a limited netizen. For example, in the past you buy only 100 pieces of things a year, buy 150 this year.

Xu Zhiming: We used the percentage of the service, for the customer unit price promotion quite useful.

Zhang Shaofeng: Individual customers to his contribution to the number of rapid growth, user viscosity in the promotion of the number of users to buy in the promotion. Take our company, you email him and ask him what he needs next time. He may buy, may not buy, he may go to other websites to buy, that is, I want to put this user online consumption to the line, you do not expect to spend a lot of money in the media to buy, now how to put this circle users good, This is what data mining can do. There is what kind of media can bring what kind of traffic, it will know your next launch. 100 users, each click is bought, 90% of the waste of money, they do not know. How could he not die? It's strange not to die.