Bowser net former CEO Zhiquan: the electric dealer should not be such play

Zhiquan

the whole industry has done this business so unhappy, does it mean anything? 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.

Wen/World Network business reporter Pan Hongying

in Liu (Micro bo) and guoqing (Micro Bo) again because of a "Harting" a new round of micro-bo scold war, the electric circle of all 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 Shijingshan Taiwan Street on the island of coffee is more his 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.

in the outside still did 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 (Weibo), the 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, "retired CEO to the second line, is to prepare for the new entrepreneurial project, said to its verification, 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 many developed retail industry can learn from, observe the social consumption patterns, Look at startups and innovative models. Of course, not limited to the field of electrical business, perhaps to find some answers. ”

before, Zhiquan has repeatedly in public, the electric business industry has serious exaggeration and bubbles, 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 between the new round of scold war, Wang all calmly think: "Lao Liu (Liu) really don't need to and Lao 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 to get angry in the electric business circle?" 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. ”

Meanwhile, Zhiquan asked, "Why are we all 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 Amoi sales director of Zhejiang Province, and then to become a spokesperson for Amoi listed company, this career let Zhiquan follow then quickly climbed to the industry's cusp amoi together fame.

2006, the 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.

is precisely due to his career in Amoi, and in the bowser network of entrepreneurial career, 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 to think about it for a while, instead of rushing to do the next thing, it's still a meaningless repetition, and the real business value is still nowhere to be found.

"The internet is temporarily a private economy 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, after ushered in the first wave of portal-represented Internet wave, now we usher in E-commerce this wave of the Internet, and this time the transformation of the private economy brought about by the huge market opportunities can be said to be unprecedented.

after the reform and opening-up, the internet economy, 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 has also been instrumental in shaping the success of the industry, such as Ma Yun (Weibo), Robin Li, Horse (Weibo), but less attention to the larger group of entrepreneurs.

So, such a wave of e-commerce waves came, the founders also want to 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.

such as Old Liu (Liu) and Lao Li (guoqing) Recently 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 old Lee don't need so more than the strength of the argument, old Liu also don't 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 is not peaceful, the competition is more intense, the nerve is very sensitive, very easy to wipe the gun to go off?

◇ Zhiquan: 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 generally wantonly, burning money burning too fierce, said to be burning money feast is not exaggerated, than the last round of internet trends. 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 commercial value"

E-commerce should be to make money, now a lot of brands to do the electricity business is 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 Brand 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.

"The World Network Business": Does it mean that the current business valuation of the Business-to-consumer is not symmetrical with the commercial value it creates?

◇ Zhiquan: Yes, the consumer is only helping to solve the convenience of consumption, but the fight for price, 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 companies have a profit problem, the same as the workers of the consumer day will 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 generally lost themselves in price wars. Ask yourself, did you want to start a business? Remember the original entrepreneurial ideal?

"World Network Business": You have mentioned some time ago, the whole electric business industry has excessive sales, excessive service problem, 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.

: What will be the result of this?

◇ 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, this is really stimulating consumption, is the cycle. Are we going to sell our customers a bargain?

return to retail industry to truly serve the consumers

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

◇ Zhiquan: Do not say these empty first. 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 the 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.

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

◇ 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.

"World Network Business": including ourselves now are active not to 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's expected data, 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 in 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 discerning can see, then why dare to publish so "water" data? Let the press see it.

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

"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", Jing Dong, 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.

Entrepreneurship will be more rational and subdivision, which is a good thing

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

◇ Zhiquan: I am more optimistic about today's entrepreneurial opportunities. 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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