Interactive lineup is very big, our interactive topic is PK nine speech Hall

Moderator: We have a final interactive link, we interact with the squad is very large, our interactive topic is PK nine words Hall. Below please on interactive host Li Bing. I said this link is the old Xing planning days and nights planning ideas, is not it? From the copy we sent to revamping business school, we explored the way we designed this in order to facilitate classroom communication. We have a very strong team of guests, 12-digit, with a word 12 constellation. We invite 12 constellations.

Bing: This link is very simple, we probably prepared 3 tasks, the front two is necessary, the last one we see whether the time to arrange. The first round is a role-playing game, lottery form, the second is the debate, the third with the audience interaction, the scene of the audience have to do interactive communication with the speaker now prepare the question, may be drawn.

Since the game we have judges.

Sun Haiti: Today's panel, in front of us, there are 10 tables, Taiwan delegation, association representatives, from the media, sent to the users of dry goods, consumer representatives, send revamping business school and so on, a total of 10 groups, please each group carefully cast your vote.

Bing: First please Heidi to prepare 6 electric business Platform role, respectively, for the day cat, Jingdong, Xun, Amazon and so on, each group smoked one.

Group A: When.

Group B: Amazon.

Group C: Xun.

Bing: This round of topic Planning Group to give the topic is "What kind of strategy you will build a competitive platform, how you pk off each other." "Next, give each group 3 minutes to sum up your point of view, 3 minutes later, each group starts to state its own point of view, can 4 people also say, time total 3 minutes." Now the groups enter the discussion time.

There are no groups to speak first.

Group C Liu Yan: Our group Xun, I think better than those two groups, because Xun have a new opportunity, where is the opportunity? The company says his platform has the opportunity to create a new customer base, we know that the platform is more homogeneous, low-cost merchants, Xun behind is Tencent, he monopolized a large number of resources, 345 of the city's mild internet users, has not been Taobao education, you can once set rules. Now the platform or all help users bully businesses, please the form of users, users they are too high, they have a lot of choices, platform force to help them oppress businesses. Unless you rob one or two-line city users, they buy Sohu, Tencent, Sina, and so on, businesses in a more reasonable way, a he did not Tencent, a flow of resources, through a variety of entrances, micro-letter and so on a large number of new traffic into the form of department stores, Xun to freedom, to create a free sample class, we have the opportunity to change a new category , to buy goods in the form of how to provide advantages of assets, compare his value, we think Xun very opportunities, behind Tencent, not lack of flow pressure, the funds above pressure, can go more accurate.

Zhengmin: Xun is the only one that can travel light, which is the biggest advantage. Thank you.

Group B: We chose Amazon, a technical link, for his enterprise development so many years, decade year development is a big driving force, in the user experience aspect, everybody notices Amazon's many details, so far is the best, the order service control, the service accuracy, is bigger than the service speed, Some time ago we also studied Amazon customer service experience, found Amazon's customer service process, the site to help above and other web site ideas, experience is very good. Amazon in China in fact, after the acquisition of excellence, so many years of his brand positioning, as well as the specificity of the audience, Amazon particularity of his trust, or very high, we do research also found. But there is a need to improve his own, this is the outcome of our discussion, mainly three points, the 1th we think should be in the localization of talent, decision-making localization to improve. From the second half of last year to this year, Amazon decision-making localization of a phenomenon can be seen, compared to the previous significant improvement, the current fierce competition in the state, the localization of decision-making is far from enough, the cycle is too long. The localization of talent, Amazon is a more famous foreign enterprises, citing, some of his adherence to standards, these standards may lead to a number of special talents, or the industry's important talent can not join, said the easy comparison of international companies have his global standards. 2nd, increase marketing efforts and market strategy above, he is more conservative, the third Amazon in the previous user to change, the previous sale of conventional products can, Amazon individual page most of the prime.

Bing: Amazon Advantage lies in the advantages of technology, in the user heart has a very deep user credit, just talked about the need to upgrade.

Group A: We chose Dangdang, we think three o'clock, 1th first from Dangdang's most core positioning, Dangdang is sold, in the eyes of Chinese consumers have very deep-rooted knowledge, he was expanding tightly around the purchase of books, like the Book of the crowd to expand the category, he is a distinct trait, I do not do all-inclusive, Make a relatively small and beautiful. For example, we don't make double sinks, we do Spanish black pig legs. The second we do not go to the price war, we go to do clothing products, jingdong in a large number of investment, you may recruit 10,000, I only find 1000, differentiated. The third platform when the two-time assignment is defective, this piece does not have a special lead, we focus on the flow of two distribution deep digging, if this piece is good for the whole ecosystem to build very important, as soon as possible to the artificial flow into the control of the legal system, the process of the legal system can generate new profit growth.

Chong: China electric quotient big pattern, Jing Dong, the day cat all goes the technical route, does not have a good big commodity company, this is when a very good opportunity. When as a more than 10 years of development, accumulated a large number of users, many people buy books is spiritual value, customer loyalty to him is very high, he can take the selection of fine, biased design of the business model, as can be recognized by the market.

Li Bing: Just now three groups have expounded their views, as their respective roles how to do a platform for this round of tasks, the second round began. If the electric business platform on the three of your words how to let you in the final can survive the victory, you can add your own point of view, you can also point to each other's platform weakness, weakness, this round can be a bit offensive, two rounds after our panel on their performance as a score.

Give each group 2 minutes to think about the sum of time and start now.

Group C began to speak.

Group C: Our strategy is to first take you two PK off, first of all, Amazon does not have the reason for only one, Group B has said, they react slowly, internet enterprises inside the speed is everything, foreign companies in the search inside the Google, the portal inside the Yahoo all died, Amazon has no chance, speed determines everything. His slow from Amazon over the past 10 years has almost proved that other Internet companies have proved slow is doomed to no chance.

2nd, there are Chinese rules in the Chinese market, Amazon is playing according to his American rules, so he acclimatized, on these two points I think Amazon has no chance.

The C group added: Amazon is a very good enterprise, he is very endurance, if the direction is correct, Amazon will win, Amazon is very stubborn enterprise, he put the United States of America's way to China he thought will succeed, he does not do localization, Amazon system logic will make judgments, he does not identify. In addition, the folk wisdom of Chinese businessmen has led to countless fixes for Amazon.

C Group Supplement: Please answer me when the two questions, in China to do electric business and cock Silk world, when walking small and beautiful, how do you stock pressure, how do users grow? 2nd of your own positioning for the commodity company core in the category of the book, Jingdong, Xun, suning are drainage, we take a do not earn money in the category Bo you earn money, how do you face such opponents?

Group A: First of all, we have a cognitive when it is selling books, we are all in the audience reading, reading is a cultural, high income, we recognize the Xun cognition is what? He is not cheap, want to sell electrical appliances, when the user is more than Xun users better quality.

A group of supplements: The world, what is cock silk, is the hippie style, now all the ravine inside. Now do electric business is not cock silk, all dressed as cock silk, he what cock silk, this is a short-term phenomenon, I insist on not believe in the heart of a person as a dick silk look. For the time being, the United States clearly sees the stage of development, we just said that we are positioning a commodity company, we are not with Xun, not with Amazon competition, because these two go route, is the other difference, we go the other route, including in China, no absolute small and beautiful, in the face of a big market, Who can hold 1.5 million of China's middle class when there is such a capacity, the middle class crowd is not satisfied, the world is not light need Wal-Mart, Carrefour, like the United States GPG such a company to live well, very nourishing, in China is a blank, I think it is when a good opportunity, Let's all go to Amazon.

A group of supplements: Actually Xun and Amazon are the same type, we think we should be different from them, they are technical pie we are commodity, all the platform is to say that their own goods how many, how good, standing in the consumer's point of view have a choice of fear, not too little goods, but too many goods, We when the user is very accurate, buy the book of this part of the user accurate matching, the most fat goods do well, we are not the development of standard goods, we are not out of the line, but the selection, the best profits caught on their hands.

Group B: Everyone attacked us. Amazon slow, we slow the foundation, we make a lot of mistakes cause we're too fast to do, the United States Amazon in the United States 15 years of history, to the Amazon we see you made a mistake, we have to static to move, a annihilation, I think China's electricity dealers to put off the block, should be slow.

Group B Supplement: Amazon is very rational step by step, go down, innovation, said he is walking in front of the Internet and innovation is no problem.

Group B Add: Amazon in Japan to meet a strong rival is Japan Lotte, Rakuten's market interest rate is very large, late last year, the data show Amazon overtook Japan's Lotte, Amazon according to their own way of thinking. Just now Liu Yan talked about the relationship between Xun and Tencent, Xun has a wide variety of resources, there is a point of view of the electrical business must be traffic, what kind of traffic this I used to chat with Tencent friends, gave them a less appropriate example, assuming a scene, Xun because you can get a lot of free Tencent traffic, Tencent's users, after all, are Chinese Internet users as well as Internet users, all of the electric business platform has been in Tencent on the transformation. Third, if the flow of Xun through Tencent big, he will be out of the flow of Tencent, to the larger internet to do, this time there is a biggest change Tencent traffic financial changes, the flow of access costs in the electric business enterprise is almost like a big cost, one is the person, the second is the order booking cost, Look at Tencent's electrical business costs must not be the second largest, all enterprises are the second largest. The third talk about when, our side of the view is the current platform inside, when the customer unit price is the lowest, there is a point of view of reading is that people are culture, people who have the culture is capable of people this really not necessarily, if you want to do fine words means the price of similar goods, I personally feel like high 30到50%, This is not a time to prove the establishment.

Bing: Our three groups have stated their views, the second round of the other group did a PK, give each group a minute of time to do a comprehensive statement.

Group A: First correct Xu said that when the customer unit price is low is a cultural, we should be doing around we have the consumption capacity of this part of the core users, accurate positioning, with precision low selected goods to match our users, improve our customer unit price, improve our gross margin, put some charge non-standard goods, We have to do when the flow of our accurate matching, the rule of man into the legal system to solve the problem of consumer traffic phobia, so that consumers look at this is my things.

Group B: I worked at Amazon, I came out of the Amazon hope that China's electric business enterprises worldwide over the Amazon, Amazon, the company's particularly respected and scary opponents, he supported the business it, cloud computing has achieved good results, internal operations, logistics, internal management are very accurate, highly efficient, He does have some inappropriate early in China, I think the adjustment is OK. In China's strategy, in the introduction of talent, the speed of decision-making has changed a lot, and now have seen changes, I think Amazon in the maintenance of middle-level customers, data mining competition marketing, operational capabilities are beyond the domestic enterprises, I think Amazon will definitely win.

Group C: First of all, to refute the problem of Xun, the 1th we talk about micro-credit flow and internet traffic? Xu means that all of us here are cock thieves, micro-mail and Internet traffic is not the same. Tencent conversion rate is very high, the Xun of the advertising form of the chicken thief cheat small White This method is wrong, the flow of traffic and small white flow to do a differentiated platform. Three questions, 1th China's national conditions is not the same as other countries, within 10 years; the second Bezos is not a strong man; the third Amazon CEO is thinking that.

Li Bing: We give the jury a minute of discussion, you decide which group to vote for.

Sun Haiti: Please raise your vote for group A.

Group A: 200 points.

Bing: Support Group B please raise the card.

Group B: 400 points.

Bing: Support Group C.

Group C: 400 points.

Bing: The second task is simpler, the name of the brand enterprises do a good job three things, we know what is the first thing to determine what, in the said three things most important. The first round you think do good electricity business have what thing to do, use keyword expression, for example supply chain, for example team, we from ABC, we start from Group A, each group can only say one. Group C ended and went back to group A, we put the key words we mentioned on the whiteboard, and timed for 3 minutes.

Group A: Positioning.

Group B: Quality.

Group A: Products.

Group B: Services.

Group C: Supply chain.

Group A: Visual.

Group B: Price/performance ratio.

Group C: Pricing.

Group A: IT.

Group B: funds.

Group C: CRM.

Group A: Corporate culture.

Group B: Tone.

Group C: The Wuhai recruit, dig people.

Group A: Customer service.

Group B: Loyalty.

Group C: Recruit Zhengmin.

Group A: Strategy.

Group B: after sale.

Group C: We invest in a generation.

Bing: Group A, positioning, product, vision, IT, corporate culture, customer, strategy. Group B, Quality, service, cost performance, capital, tone, loyalty. Group C, Supply chain, pricing, CRM, recruit five sea, find Zhengmin.

A backbone enterprise to do a good job in the electrical business three things, we can pick up your hand before the problem board, which keyword selection, choose 3, in order to do a sort of important, you most important.

Have you finished each group? Last 10 seconds.

Group A: positioning, products, corporate culture.

Group B: Positioning, quality, service.

Group C: Wuhai (positioning), carving ye (marketing), Lao Zhao (supply chain).

Li Bing: Each group starts to state its own point of view, why you are so important, why this order.

Group C: The first we must locate, because Wuhai is the most know what the little girl wants, after positioning, we recruit carving ye help us split the mind, carving ye is to do marketing. We need Lao Zhao to give us a quick supply chain, if 4th we invest in the generation.

C: If these three people do not recruit, they will become shareholders.

Group B: We stand in the consumer perspective, positioning three of the same, not what we sell products, sell what kind of positioning, product services to consumers, the second quality, according to your positioning to do what kind of quality products and services, it is possible that the virtual electrical business. The third I feel good service also want to pursue customer experience and repurchase rate, without these three points, the supply chain whole good sorry service good, no fart use.

Group A: We talked about the most important three points, positioning, products, corporate culture, why choose these three points, as an electrical goods card, different from the traditional brand, we think that at these three points, the electric commodity card can be said for the Internet through special channels, the same line under the competition. Positioning of the problem, yesterday to hear the Emperor auspicious speech, similar to this, he positioned the traditional food, originally wanted to see him make a suggestion, the traditional food too pan, if using the Internet O2O positioning or a little pan. Second, when it comes to products, the product of electrical products including research and development, production, supply chain system can do different, this is very important. The third enterprise culture, this with the carving ye said not to clock out, musicians create a great relationship, the Internet enterprise support rate is very high, the rate of change is very fast, to have attention, hear the cannon people will make decisions, this is very important in the Internet enterprises.

Li Bing: The first round of presentation end, in giving everyone a minute of thinking time, why we are right, you are wrong, why there are problems.

Group B: For Group A and group C, in the Internet brand, positioning is to find the right crowd, the second is the quality, Liu Yan products are called the head lock, what to do first enterprise culture, supply chain, that is placed in the back of things, quality is very critical, every enterprise regardless of success or failure, their corporate culture is the best, That can't be a brand. The third item is selected. We feel that our group is the most critical of the brand is the core consumer services, consumer needs to consider sequencing, not the internal needs of enterprises.

Group B Supplements: I praise the park, he made a big park for me to introduce positioning, I believe that the treatment will not negate my point of view, C Group has a problem, they do not have a marketing origin, positioning and marketing is one, there is a book called positioning, the book called Marketing textbooks. You see I praised the Great Park, praised the whole of the rule he can not deny.

Group B: We do brand electric dealers are often the easiest to do is marketing, but to do a brand electric business, this piece in fact, Ke Blue Diamond has gone through misunderstanding, we deviate from marketing, we come back to do quality, we can not be too biased marketing.

Group C: Their two groups have one of the most lethal did not talk about the supply chain, to do a lot of brand electricity is a supply chain, where customers encounter a big challenge because of poor supply chain management. Another point of view, the problem he is more trap, in fact, you go to say three things each person has to come out different, the industry is not the same, enter the category is not the same, the timing is not the same, the pattern is not the same, these three points certainly different, at what time can change, is a person, you have a good entrepreneur, you can change, Although we talked about three points, we have to talk about human factors, this is the C group of these two points and other two points, and is the most important place.

Group C Supplement: Internet brands and traditional brands, Internet brand must have soul characters, we can hardly imagine let the old do crack silk, let the wind do Han clothes house you will find completely irreplaceable, this is the most fundamental difference of the Internet, the information of the Internet is transparent, need more vivid character, more soul characters to promote. A kind of soul, character characters, with a reliable, quality assurance products must be invincible on the Internet.

C Group Supplement: For Group A said corporate culture, in the Internet enterprises, the general discovery of Internet enterprise personalization is more obvious, this personalization may be the CEO, the main person responsible for personalization, his own personality charm to guide the department responsible for the humanization, personalized methods. From another point of view, many of today's strong brand is from the media, he has a very strong personality characteristics, we are in the whole, we consider the inside, more people put in front, we think that these 3 people are the most personified representative task.

Group A: Today's special coincidence August 28 is the first anniversary of the formal online, we did not spend a penny of 2012 years of advertising fees to do, the whole electric circle friends to send micro Bo help us, thank you. Here's what we're concerned about, thank you very much B and Group C for our support, corporate culture and personality is not a conflict, the Internet's corporate culture, the Internet why the development of such a fast equality, tolerance and so on, we are all here in this attitude to do, we can be confident and happy work to do the business. Another about positioning and products, we put the positioning of products, corporate culture is a good brand as an organic combination, not like the group C said, Wuhai, carving ye, Old Zhao put together, can do me a big pie to go, 3 people can not walk together, these 3 people can not represent a direction, a business can not have three souls of six soul , we think that positioning means finding your own users, product is to do their own things, their own enterprises to do a good job, corporate culture is your social responsibility, but also your organization's value and significance, we believe that the 3 organic combination of customers, products and their own combination, If you take these three directions to do a good job will be a brand.

A group of supplements: positioning, products, corporate culture is different, the Internet brand and electric brand positioning more accurate, products more important, corporate culture more humane.

Group A supplement: Each group has the key words, we think these three are very important is the orientation is the direction, the product is the consumer, who buys is the person.

Li Bing: Give each group a minute of time to make a review of their views. The scoring team can now consider the score.

Group A: First of all, I think thank you, Wang always, they spend a lot of thoughts to the presence of friends to share these things, positioning is to stand on the enterprise point of view, the product is standing in the consumer perspective, executive power Enterprise culture, the product, the enterprise and consumers to connect the most effective bridge, We think this is a good brand of gold three elements.

Group B: What we are talking about today is the brand electric dealer, not the retail, the production electric business. The second we do brand electric business inside the most core elements of consumer-related elements should be the most important factor.

Group C: First of all, the 1th Internet brand over the brand to marketing, ignore product quality, but the supply chain control can really have excellent product quality. The second one to help your consumers create a dream, we think the Internet to do the core of the brand is these two points, the two are not to be missed, the other brothers friends say if three different personalities to recruit the same company, we say that three people refer to the symbol we emphasize to use the best people do a good job of marketing, supply chain.

Li Bing: Let us ABC put up the small blackboard, let the panel of judges to make a score for you.

Group A: 1000 points.

Group B: 500 points.

Group C: 400 points.

Bing: The audience can specify the group to answer, you can answer the question 2 minutes, if the other two groups feel that the answer is not good can be supplemented, but also 2 minutes, the final audience decided to vote for WHO.

Question one: I make one of the safest organic lipstick, he is imported, if the item is very full words need a very long time, now my items are relatively few, I want to do the electrical business, I entered some platform because my goods less he don't let into, I should first a little bit into the electrical business, or development items. Please answer the group A.

Group A: We have gone through the traffic period, now the platform is not the same as before, you say the problem may not set up, you and responsible for the category of the person in charge of specific communication, now the major brands are welcome to high quality, features of the entry, is not simply to sales, if the product features communication is willing to support you. The cat has a cleansing soap, on 4 products, a year to do 10 million, first of all, your channel Oita sales platform to persuade them to be able to comfort your customers, this communication is completely can be done. Old Leaf said to do the cat has a lot of ways, you can use Amoy to make, you can talk to the Le Bee, you can do a lot of distribution, today to do as long as a good product, brand, today's era is better than a few years ago.

A group of supplements: actually like I'm listening, online sales are not just contact, now the Internet has good products, if quickly let consumers accept can take the distribution, there is a professional, very large flow of the store, let him help you sell, you only find dozens of home may be faster than you, because the core is the product.

Li Bing: The other two groups can be added, if you do not answer this ticket to the Group A.

Group B: Our first idea to do distribution, group A said, the second if you confirm that your product is good can do similar to the behavior of group buying, time is the second kill mode.

Group C: I don't know how much your cost is, if you're under cost-controllable conditions, your customer is relatively fixed, product path is very clear, I personally suggest you do a complete set of product solutions, cosmetics inside the product map out of a more classic route, than do CRM, a single product drainage strategy, Everything I say is based on your cost-controllable.

Bing: Our audience can cast your sacred vote.

Question one: cast to Group A.

Sun Haiti: Group A adds 200 points.

Question two: Everybody in this room is the electric quotient big guy, for 2014, in the future big brand, self-discipline, communication have what idea? Like sending a good communication brand, everyone here in the future have any better ideas, ask Group B.

Group B: Cultural differences between the two sides, I can understand that.

Question two: we need to communicate with the market, consumers, competitors, from the big companies, each platform to think of what kind of ideas in this connection.

Group B: Cross-strait differences, I as far as possible to understand that the 2014 may be their own company compared to competitors, regardless of market development, there will be collisions, how you control, how to guide consumers, but also with competitors may be directly competing, I understand he may be such a problem. 2013 angle, our own internal feeling is like this, this year's direct, mainland China's major electric platform, the direct competition for such a price station has been much calmer than last year, there are several important points last year, we have a lot of reason, and this year's make up more than last year, Just like last year, there is a real need to increase the density of supply chain management in category management. If the product, the price is the most concern of consumers, he played the role of low price and sustained time, than in previous years to a discount, I believe that a few slightly larger electric business platform monopoly more traffic and users, participate in the PK angle everyone has their own control, density will not like the previous machine, there will not be so many companies, There may be a small number of companies more and more rational, we have their own direction and objectives, in China in fact, if I have seen Taiwan and the United States, price competition PK than abroad more brutal, this short-term difficult to change.

Group C: The Xu means that the battle is still fought, this year to play a little more covert, our group of ideas, we now look at the electricity quotient of the platform will be broadly divided into two kinds, a foundation for the construction of the core competitiveness of the platform, such a platform in the long term, in the spirit of its own Internet open sharing, We hope that in each of the basic projects there is a communion, common mobility of the big direction, in addition to the large capital operation, brand electric business words, do not need to care about opponents, only need to care about what the user wants, we serve good users on the line, do not care what the opponents want. Like sending an environment, we have a good communication direction, we feel that we need to put our 100% focus on each other, not the opponent but the user.

Bing: This gentleman cast your vote.

Question two: to Group B.

Sun Haiti: Group B plus 200 points.

Question three: I have a question to ask C group, just C group in talking about brand electric quotient important three points, mentioned three people, respectively, is Wuhai, carving ye, Chong such team, you feel as such a team leader, what kind of characteristics should have, the current electric shopping circle is there such a person?

Group C: The results of our group discussion are consistent, this person is Ma Yun.

Question three: What qualities does he have?

Group C: First of all, we are engaged in this industry, electric business, semi-retail half it, half the internet, the Internet itself is an open and shared spirit, I think this has a very broad mind, can accommodate him under the management of the department and very cattle, he can parallel and give them enough space to develop.

Li Bing: If Group A, group B did not add this vote to the C group. All of our links are here so far.

Group A: 1200.

Group B: 700 points.

Group C: 600.

Li Bing: we have prizes.

Awards）

Li Bing: Thank all the guests for their wonderful performance, my task is complete.

Moderator: The problems of the whole day's discussion are very big, many of us here feel that there are some things are very worth thinking about, some things may not be too urgent, I am more urgent, because I have a lot of emergencies every day, took time to return a few urgent calls, took time to return a few SMS. We put a lot of important things not very urgent to tomorrow, next week, even next month, and so on, and so on to find the door becomes urgent, today to explore all topics belong to this category. Just now the interactive link is very wonderful, we also entered the last step, we have to meet the last one of our annual meeting of the heavyweight speaker of the old gentleman products.