Former when COO Huang Jo batch hundred Li to do electric quotient: Like the ravine opens the hotel to intervene too many

With China's online retail market annual trading scale of 1.3 trillion yuan breakthrough, e-commerce is more and more in-depth impact on people's lives, traditional enterprises have passed to do not do the stage of the loss of electricity, turn to how to do the electricity quotient, in the past year, including Suning, Wanda a large number of enterprises to the electricity market eyeing, Belle has been in the field of electric business active layout

Hundred Li 2011 to buy online shoe city, including the former Beijing-East vice President Xu, former vice president Zhangxiaojun, including a group of electrical talents, and then the shoes of the electrical business good buy, Amoy competition. Now you have a place in the field of footwear electric business, however, with the hundred Li has the resources and annual sales of 20 billion yuan scale compared to excellent purchase performance is passable.

Belle has hundred Li, the heavenly Destiny, he she, think Cato and other women's brands, Sen Tatsu Men's shoes have also been welcomed by consumers, Belle or Nike, Adidas distributor in China, the original happy to buy the founder of Luming once wanted to obtain hundred Li authorized, hundred Li CEO Sheng Hundred Pepper has not agreed, do not want to give up online channel market, Its determination to the electric dealer must not be small.

Is what causes hundred Li to do electricity business tepid. Senior electric Business person, former when COO Huang Jo to Tencent Science and Technology said, the biggest problem is that in the Internet industry, especially in the electric business sector, there are few people who know about Tesco, which is like luxury hotels not open in the bustling streets, but in the big ravine.

Huang Jo said that the hundred Li in the process of doing electrical business also interference too much, many organizations of the structure, process, culture, personnel appointments or in the internal extension out, for example, since looking for Xu, Zhangxiaojun these people who understand the electrical quotient, but also from the hundred Li out of the Xuejun when the CEO, Xuejun not too understand the electricity quotient, make excellent purchase in the industry voice very little.

"This is a bit like Gome buy Bowser net, Bowser that point size to Gome can ignore." Gome spent tens of millions of of dollars to buy bowser nets, and not a few days to Bowser personnel fired, I always do not know, the final logic is what. ”

Huang Jo said that the new and old cultural collision is inevitable, more and more traditional enterprises are also aware of this problem, need to give traditional enterprise time adjustment. The best way is that the traditional enterprises involved in the electricity business is in the presence of an investment behavior, do not have to intervene too much, let it fend for themselves, the traditional enterprise the worst point is to talk about optimization, the enterprise has not developed to talk about optimization is no value.

"This is like a rich man has a 18-year-old son is very good, now want to have a child, hope that this child and brother, can have western thinking, but always let the child and brother live together, let brother Protect, how can children grow Western thinking?" It would be better to send it to foreign countries at the beginning, and to tactile with his brother. ”

Excellent purchase operation is still relatively stable, in the Amoy has been sinking, still in the maintenance of development, the United States Granville, Daphne already in the independent to do the road on the Halberd, Wanda to do the electric business is also wool.

Of course, Huang Jo that the traditional enterprises in the past so many years, do the electric business bumps, the traditional enterprise overall, the army played very well, but after entering the air, do not know how to play in the air, do not know how to attract users on the Internet. In the long run, traditional companies will still be able to come up with a method that, like a sleeping lion, will snatch up some of Taobao's share.

Data show that 2011 U.S. E-commerce sales ranked Amazon, Staples, Apple accounted for the top three, the traditional enterprise electric quotient occupies two seats, Netfix, Macy and Walmart as three rankings to upgrade the most enterprises, traditional enterprises again occupy two seats. In the top 15 rankings, more than half of the traditional brands and retailers, compared to 2010, the traditional companies in the sales of the list of dealers to increase the proportion.

Huang Jo said that the current power quotient echelon effect began to appear, when the electric business industry is still in the overall quarrel, consumers are drifting away, many consumers are moving towards the end, and the pace is very fast. As traditional companies go online more and more, many consumers go back there. For example, a shop really do well, many Wal-Mart consumers will go to a shop to buy.

The following is an interview with senior electrical Business person Huang Jo Record:

Tencent Technology: E-commerce Development to the present stage, how do you see the development of Taobao?

Huang Jo: Taobao will encounter three aspects of the future attack. First, a lot of consumers are shifting to the mobile end. Taobao has more than 90% on the Consumer-to-consumer, in the consumer about 60%, combined with more than 70% of the market share, the mobile end can not be repeated, depending on the consumers to move to the end of how fast.

I think the consumer will move to the mobile end quickly, the shortest three years, up to five years later, mobile end of the electricity business may account for half of the entire electricity. At this time Taobao at the mobile end of penetration may only be 20%, 30%, which is a shake Taobao.

The second impact, the traditional industry to the development of the electric business. We know that the past ten years, the traditional industry to do a good job, in many cases I also said, I am not too optimistic about the traditional industry to do the electricity business. No, not today, it's never going to work, you have to admit that he is a sleeping lion and won't wake up.

Now the traditional industry has passed to do not do the electrical quotient of the hesitation, they have been from to do, to how to do the stage. If they come in later, obviously will impact off Taobao a large share.

The third reason, I think, is that platform mode is the initial or low-level stage of retail. Platform model The advantage is like I open a wholesale market, open a market, I just a whole piece of land, the booth is ready, this side of the fruit, sell live fish, this side selling soy sauce, do not need to have a lot of procurement funds. But what is the biggest problem with platform mode? You have no way to give the user relatively solidified, relatively constant standard service.

So the user is likely to enjoy the five-star service today, next time, to enjoy the service than the three stars. I do retail for so many years, very like to say a word, what call to make consumers satisfied. Set up a consumer's expectation value, each time in his expected value range to give him sales services, so he is satisfied.

In this case, you must rely on the mode of buying and selling. And why? Because the mode of trading every commodity is their own grasp, each commodity is their own procurement. Of course, the mode of sale has many problems, the mode of sale in China has not earned money, overall speaking, platform model is relatively low-level industry, and the platform model objectively will cause price war.

For example, "I look at the electricity quotient" this book, now on Taobao has 20 sellers in selling very standardized products, only one element of competition is the price. If you are buying and selling mode, for example, I am jingdong, I told the press, I want 1000, 10,000, I underwrite, I do not always underwriting, can give me underwriting for 20 days. This time I have the right to speak in the market.

such as a new Motorola out, I talk to Motorola to talk about this, you are a first, in this so-called Big store field, you hope that the minimum quantity is how much, he said 200, I say, I give you 10 times times the least, I buy you 2000, I have only one request, you give me one months exclusive period.

I give you big bag sales, but I ask you in the hypermarket or now retail to give 20 days exclusive period, these 20 days only I sell, this mode is different from platform mode. This model is my judgment on commodities, I rely on the procurement of professional, market pre-award, can bring customers to me. In platform mode, No.

Platform model because does not own the commodity, does not have the right to say to the commodity, inevitably causes the good commodity everybody likes, sells together, depends on what, depends on the price. Depend on price again can make money, everybody desperately bargain, how to do? The answer is simple, weight, there is no other way. Why in Taobao many people say that buy mobile phone is original, but the battery is changed. Because this price maintenance can not do, but everyone is killing, then how to do, I only take this approach to reduce the quality of service.

In the long run, this model is unsustainable, especially as the user matures and the income level of Chinese consumers continues to rise. There is a very interesting phenomenon, more than 10 years ago in China to buy Nike, Adi shoes, 10 pairs of 8 pairs are fake, cottage. Now fake Nike, fake Adi has nothing to sell. The level of consumption has increased, 300 dollars is not a thing for consumers, but it can do a lot of things more than 10 years ago.

The biggest problem in Jingdong is sustained losses

Tencent Science and technology: But you said that Jingdong in two years may not have the obvious advantage of what is the reason?

Huang Jo: Jing Dong is different from Taobao, I think Taobao very short time into the market behemoth, a big reason is, is indeed the internet in the early days need to build a large platform, this platform is relatively low, relatively easy to establish the scale, the threshold of trading is relatively low, it did, and do very well.

The Beijing-East threat is not here, Jingdong's main threat is years of no profit, if it is not profitable this year, it is difficult to justify, the capital chain will be broken, the last round of super high-priced financing can not continue. Jing Dong needs to solve this problem from within.

From the management point of view I like one thing, do not do too many things at the same time. Jing Dong's Way Is this, a start to find a home appliance digital this commodity category as cut, this commodity price is very high, is a standardized product, easy to rely on low prices to attract users, impress the market. But the product category because of the low margin, coupled with low internet prices, Internet operating costs are not low, resulting in its losses over the years.

Beijing East How to go forward, think of a move, from doing a single category of digital goods to do merchandise category. Because the gross profit margin of department merchandise is higher than the digital, and I already have so many digital customers, they can buy department stores at the same time, these are no problem. But at the same time, it wants to do another thing, and want to do an open platform, is unlikely to have both. You can not say that I want to engage in self-employment, but also engage in joint ventures, the pool has warehousing, there is no warehousing, I know that it does the most central reason is because it has not been profitable, it hopes to rely on the output of its customers group, by selling traffic to make money.

Found that a lot of people come to the Amazon, this is not comparable. Amazon is very rhythmic, Amazon is the first to sell books, then sell shoes, shoes after the sale of two or three commodity categories, slowly one by one to expand. Not from one to infinitely more. It from one to several, and then to many.

Amazon do not like the platform and Jingdong, Amazon do platform the most basic core, open platform for you to sell, you are here, rely on my cloud computing, relying on my advanced logistics distribution system, your overall sales costs will be far lower than your own business. This is its advantage, back to the one I just said, you do retail for the efficiency between buying and selling.

If you do it yourself, you will spend 20% of the cost of this thing, I just 16%, 17%, you must find me. Jing Dong is not, Jingdong is said you do 20% of the cost no problem, you continue to do, I sell a little traffic to you, you give me 5%, the original cost on the basis of a surcharge, this logic is different.

Taobao's fast-growing era draws to a close

Tencent technology: Now Taobao and Beijing east are in preparation for listing, is now Jingdong and Taobao listed the best period?

Huang Jo: I've talked for two reasons, the first capital markets are heating up, and the second is probably the best time for them to maximize their interests. In terms of Taobao, the fast-growing era is almost at an end. The threat from the mobile end, which comes from the threat of a traditional enterprise, is likely to be at a high point. From the point of view of time, now may be the best time.

The industry needs to rethink. The electric business industry has done for ten years, many attempts have been made, a lot of accumulation has come down, I am in fact very opposed to the electric business round one round of burning money, continue to rely on price war, the war of words, this price war has not called the price war, is actually the saliva war, the price war said at least also really paid, now to the purse can not afford, momentum still have to build stage

The biggest problem is lack of industry influence

Tencent Science and technology: many traditional electric chambers squeeze into the current e-commerce market, and occupy a certain market share, but we take excellent purchase examples, excellent purchase for several years, the sound in the market relatively weak, the growth of the feeling is not as fast as before, this is the reason in the middle of where? The problems that are reflected in your purchase can be found in other traditional enterprises.

Huang Jo: Traditional enterprises in the past so many years, to do the electric business bumps, are unsuccessful, in addition to individual one or two enterprises very successful. After all, I often say that it is the Air Force and the army, his army is good, but after entering the air, do not know how to play in the air, do not know how to attract users on the Internet.

The biggest problem with Tesco is that it is in the Internet industry and has no influence in the electric business world. You do the electric business media, I am to do electricity business, we know that the excellent purchase, for many people do not know. No market influence.

There are a lot of good things to buy now, but I like to open a singing song in the Shunyi ravine. From the offline point of view, he felt that I would not open, and I would either open a good location in Beijing or a lot of convenient transportation. I will not be in the Shunyi ravine, but in the electric business, he is like driving in the ravine.

Tencent Science and Technology: before you ask Jingdong Vice President Xu, including now many vice presidents are from every guest out, it should be very understand this set of Internet concept. Why is that?

Huang Jo: Here is the problem of talent structure, you invite more people are no use, who is the decision maker. The CEO of Xuejun is from the inside hundred Li, this makes the idea difficult to change.

I have a few suggestions for this kind of traditional enterprise, first, you think of this as an investment behavior, like you invest in a new business, whether it let it run its own, a touch it is finished.

The second is a completely new team, a person should not be sent out from within the enterprise. Don't move, just talk to me about optimization, the worst thing about the traditional enterprise is to talk about optimization, what is called optimization, I have 500 stores, these 500 do electricity business better than others, I 500 can support you, I have how many supply chain, you do, I support you.

I do not need your support, I assume that I asked you to do the electricity business today, nothing, you want 20 million, I put 20 million to you, you budget well, you should do, we do nothing to do. Because if you talk about business optimization, you will bring a lot of traditional things to come, inevitable.

I used an example or an image, like you are now a father, you have a 18-year-old son, 18-year-old son is very good, suddenly you say I want to have a child, the child to accept the United States education, from a small, more yang, and his boss is not the same, the future are very good.

But you have a basic condition at this time, you do not put this child is born on the side of brother, otherwise he must be learning brother. A 18-year-old brother with a newborn child, will certainly be affected by him, you put him in the United States, until he was a teenager, in China and you a brother, you two can join hands to conquer the world.

Do not start at birth, you let your brother take you, your goal is to grow with your brother is not the same, and older brothers have been living together, how can this be?

Many traditional enterprises have made this problem, that is, the structure of many organizations, processes, culture, personnel appointments or internal extension. Like Gome to buy Bowser, why do you want to buy cool eight, is to buy People's team, Bowser that point of scale for others can be ignored. You spend tens of millions of of dollars to buy, not after three days you put people fired, what you are doing, I always do not know, finally your logic is.

You say these people are worthless, you do not buy a family, you bought is to buy a team, this is the traditional enterprise, the new and old culture in the impact of the collision between the old and new culture, this is inevitable. We cannot deny that more and more traditional enterprises actually see this problem and give them a little time.

The effect of electric quotient echelon has been formed

Tencent technology: In the last year or two, whether it is the cat or the east position is rising, and whether it is when still a guest, the right to speak and the status of the river is declining, the middle of what is the cause of such a huge contrast?

Huang Jo: This time the first, second, third Echelon has begun to differentiate. Three years ago they all think they are the first echelon, such as when the listing, but also said that we are the first echelon, Taobao put aside, that is the Jing-dong, where guests, when, excellent four.

Over the past few years, when, excellent these companies scale and the distance between Beijing and the east more and more, social influence is much worse, forming echelon effect. Taobao does not think Jingdong in its first echelon, Jingdong said I was also the first echelon.

From the sales scale, jingdong than Taobao less than 10%, but in the model, it is actually a dividend, I this model is not the same as you, this is the first echelon. The next few companies are basically in the second echelon of the stage, the second echelon of about seven or eight companies, excellence, where guests, when, a shop, and so on, the rest is very small electric dealers.

The electric quotient echelon effect starts to appear, I to the electricity merchant more sad point, the electricity merchant these people still all day in that quarrel, did not think the consumer is drifting away. On the one hand, a lot of consumers began to move to the end, this pace is very fast. Second, we really have to have this kind of pre-judgment, as the traditional enterprises more and more to go online, there is a big consumer or go back there. If a shop is doing well, many Wal-Mart consumers will go to a shop to buy, because the brand, if Yintai department stores do a good job, consumers will go this way.