Lin interview: On Internet business management and survival

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wang Wenfeng Introduction:

Taobao 09-10 Taobao responsible for search, E-commerce and search has a lot of actual combat experience, especially Taobao marketing has its own unique insights. 10 is now responsible for the entire search department in the well-known mall, to understand the entire business of the company. This interview question mainly involves the Internet enterprise's one management and the Internet enterprise in the survival involves the team, the staff and so on.

The interview record is as follows: (this text version has omitted, is not complete, if want to understand deeply, please listen to the recording directly)

Lin Host: Miss Wang, this evening very welcome you to visit Lin Xi Pavilion, first or introduce yourself first?

Wang Wenfeng: Good evening, my name is Wang Wenfeng. I have been in the Internet circle, has been engaged in search and E-commerce. 2009 went to Taobao, 2010 from Taobao jumped to Beijing east, until now also engaged in e-commerce work in Jingdong. It is a great pleasure to share with you tonight some experience and knowledge in management and electronics. Thank you!

Lin Host: At present you in the electronic commerce This piece also has the right of speech, the electronic commerce, how do you understand?

Wang Wenfeng: In fact, E-commerce is now a very hot industry, we through a variety of channels such as Taobao, Jingdong and other companies can understand. Personally, I think, for personal or personal webmaster, to seize a category or a certain type of project or product, do fine, can achieve a big cause. However, in the current form, the individual bigger and more difficult, the best way is to use a large platform, such as Taobao, Jingdong, when, such as excellence, such as the open platform, there are other such as a shop, Macaulay, Fank and other open platforms can be. So, I think if you do, you are good at the early days of the industry, and then rely on a large platform. These are my understanding of e-commerce.

Lin Host: Miss Wang, you joined Taobao in 09, can you talk about your own work in Taobao this experience? What do you think is the most rewarding period for you?

Wang Wenfeng: 2009 I joined Taobao, the main work is responsible for the search sort of this piece, such as shop sorting, shopping malls, and the sort of the through train, Taobao the entire ranking is our team responsible for the work. Also do cheat this piece, we are a team to do. I feel to join Taobao harvest the biggest is Taobao's corporate culture and the company's management and atmosphere I benefited. Not only professional to let me improve, the company's working atmosphere also let me dwell on. Taobao when we work, not only consider the interests of Taobao and some rules, we also have to consider the interests of buyers, sellers, Taobao three aspects of the interest as the focus of work and guidance, rather than simply inclined to the unilateral Taobao, sellers or buyers.

Lin Host: I heard in Taobao, a crown shop every day's income is millions, even tens of thousands of, such a statement true?

Is true. Basically a crown shop or a big Golden Crown shop, the general one months will have 3~4 tens of millions of sales, daily average million sales. So say this piece of words, whether is the Crown shop or is on the diamond shop, in the mall, you as long as the big flow up, sales are very considerable.

Lin Host: You are also responsible for the search department, Taobao to give up Baidu search, how do you see it?

Wang Wenfeng: Taobao gave up Baidu search, is basically based on strategic considerations. On the one hand, Taobao's positioning is the entire electric power of the electricity and coal, positioning itself as the boss of the electric business circle. 2008-2009 that will, Taobao is not very strong, the original shielding Baidu because Baidu has launched a AH this product. Because we all know that Baidu has a lot of traffic, and then Baidu launched a Consumer-to-consumer platform, direct and Taobao conflict, so there is ah rely on Baidu's large flow to and Taobao to do the competition, AH will develop very fast, Taobao very bad.

Wang Wenfeng: And, the original Taobao shielding Baidu is the biggest consideration is to not let Baidu use Taobao very large data, or let Baidu know some important information Taobao or even Taobao merchandise information or insider information, or some insider information of the electric dealer. These are upper-level decisions that are made after our research reports or analysis reports are handed over to the top leadership.

Lin Host: For E-commerce, the future is likely to levy a store tax? How long do you think it will be?

Wang Wenfeng: Tax This piece I feel will be with the development of E-commerce, reach a certain scale when there will be tax. Because now is the support stage, E-commerce accounts for the social retail 1%-2%, and abroad has reached 10%, so our country in this piece still have a way to go. China is now a training stage, most of them are small sellers, we are all in the process of exploration, so it is impossible to implement tax.

Wang Wenfeng: Wait until the market specification, market share is big enough, small sellers grow up as large sellers, or slowly concentrated to a large platform, and then I think the tax can be introduced. According to my estimate, some taxes will be increased for those shops in about 2015 years.

Lin Host: At present personal Taobao shop is also relatively difficult to develop, for such a personal type or small shop in the survival you think you should pay attention to those few places to survive better?

Wang Wenfeng: We also know recently, Taobao Mall raised the threshold after the reduction of a lot of competition, for those big sellers is advantageous. I think small sellers to big words, must do those competition is not so fierce, do not and big sellers competition category, just like clothing, women's these, because the small sellers do competitive products are no advantage. Small sellers are best to do fine classification products, competition is not, and also is to do their own advantages, including line online, price and quality also have advantages of products; The third is to do more innovative and creative, so the profit is high competition less.

Lin Host: For E-commerce, may be the source is also a problem, you think the store to solve the fastest way to supply it?

Wang Wenfeng: I think the seller's words, the fastest way to solve the supply is to find some agents or distribution, so that they do not have the Yahuo cost, there is no risk of Yahuo, but also can slowly explore product categories, so you can determine what can be done what not to do.

Lin Host: From the introduction you just said, you are now in Beijing East, Jingdong and Taobao are doing e-commerce, you think Jingdong and Taobao the biggest difference in where? What are the advantages of both families?

Wang Wenfeng: I think Taobao and jingdong the biggest difference is that Taobao is a platform, is equivalent to rent, I put everyone to a platform above, we go to sell products or do services, their own sourcing, their sales, their own guests, their own management returns. And Jingdong is like a supermarket, related to their own selection, after the sale of their own, unified after-sale, unified investment, unified logistics, unified distribution, so that in all aspects of their own control, and Taobao is only to provide a platform, which is their biggest difference.

Lin: Today we talk about the management of this, you personally think Jingdong and Taobao such companies in the management of what is the difference?

Wang Wenfeng: Management, two companies have different points also have the same point. Different points, each company has the cultural genes of each company, such as Taobao's Lake culture, Jingdong wine culture or a strong electrical and commercial culture. Because Liu is from Zhongguancun, and Ma Yun is directly to kill into the platform class of the electric dealer, so I think their corporate culture is different. The management of this piece is almost the same, because you work in the company, you must be the performance AH or the job done well, in common, the two are relatively easy to delegate, give you a lot of power to let you play, so that you can do a better job.

Lin: For large companies have a large company management style, speaking of small companies, may be different, you also know that the Internet is now small companies do not have public service training, there are not some in large companies should have the benefits, treatment, staff turnover is also a frequent phenomenon, for this phenomenon, you feel in the management, How can we try to solve the problem?

Wang Wenfeng: Small companies do not have the reputation of large companies, there is no big company good welfare treatment. I think a small company to keep people first is by feelings, first of all you have to treat employees sincerely, so that employees feel that the company is very promising, you this person is very promising. The second is that you have to lead by example, to their own requirements are far higher than the requirements of employees, you do not have a very good welfare, good prospects, very good environment, you can only say through their own efforts to lead the people through their own efforts to give everyone, to the staff to do a good example, with everyone work hard forward.

Wang Wenfeng: Third, pay attention to staff training this piece, as small companies do not have a very complete system, not let everyone go to the MBA, EMBA to contact the atmosphere and culture of some large companies, but I want to share something I know with the staff, so that employees can learn in the company, feel that the company has the prospect of development, And you are sincere to him, so that employees will stay. Whether in Taobao or Jingdong, they attach great importance to employee rewards, or pay attention to motivate employees. In fact, the employee turnover rate is every electric company or internet companies will encounter problems, Ma Yun as an example, his "18 arhat" to now still follow him, dug to a high degree, the ability to be very strong rather than the time is not very long. So you can reflect on the horse boss, he is through which charm, provide what vision, provide what good benefits, good system, etc. to retain talent.

Lin Host: Now you have been doing management for several years, you feel that whether small companies or large companies, the department team is the most likely to appear what is the problem?

Wang Wenfeng: I think the most important issue in the company team is a question of consistency. Small company words can be in unison, the slogan is consistent, the action is consistent; some of the strategies, rules, or tasks assigned by the management of a small company can be carried out; The result is a reward and punishment, there is no good way. Only if everyone is in unison, the slogan is consistent, the centripetal force is consistent, can the work or the task carry on, and completes very well.

Wang Wenfeng: In addition, apart from the consistency of everyone must be responsible for each division, you do which piece of work to do a good job or even complete better, so as to twist into a strong team. Second, there are some problems in the management of the control Ah, risk control Ah, the strategy has no problem ah, in principle, there is no problem ah, there is no fluctuation in staff sentiment or staff have other ideas, are often encountered in the management of problems, including Taobao, jingdong such large companies will encounter these problems.

Lin host: In Taobao and Jingdong store search is there a ranking of this statement? How do we get the rankings done? Or will this rank be ranked according to the store level?

Wang Wenfeng: About search Sort this piece, I first tell you about the whole search of some rules and principles, we want to improve our rankings, what to do? What can be done? You can see some of the online search gang content and search for help, these are understanding the principles of search, search rules is a good way. Let me first say the search from what aspects, the search is divided into three pieces. The first piece is relevance, and the relevance includes what the user searches for by what is matched with your word, is to say how it found your merchandise, is through the title, the title information includes some key attributes, class information, and part of the details page, but the weight of the details page is relatively low; there are drop-down boxes, and related search.

Wang Wenfeng: So, you want to make your goods more and faster sort by the front, you must pay more attention to the keywords of your title, part of the popular words you often search the word, part of this product or this product for the characteristics of the optimization, the preparation of keywords. The second is the sort, which involves a lot, this piece has several major principles is indispensable, it will be based on different circumstances to fine-tune. First, the seller's service weight will be much higher, including delivery speed, return rate, good or bad rating, another piece of weight, including your sales, the use of Alipay, conversion rate.

Wang Wenfeng: The third part is not called sort, we call down the right or shielding, we not only give you the weight will give you down the right, the so-called weight reduction involves a lot of rules, such as disorderly change the title, title piling, false transactions, false categories, such as more than 10 on Taobao have mentioned. So not only to optimize your relevance, but also to optimize your ranking, sorting needs to be integrated and attention to various details, so that the product of the sort will naturally go up to the position of the former.

Lin Host: Whether it is the management or survival of the road, for beginners You can give some advice, so that it can better development?

I have 8 years of work experience in the Internet circle, I think the Internet circle must choose a good industry, especially the selection of the industry and the people. I don't care which direction of the internet is hotter, or which direction is more interested in, such as E-commerce, wireless internet, mobile community, I am interested in which industry which industry compare fire I must choose to do this industry. The other is to be with the person, is must find some to you work, to your vision, to your promotion of those who help. Secondly, if you have the opportunity, we still have to go to big companies, big platform to learn experience, even if you do not learn experience, you can through various channels to make some friends, understand the operation of some companies, the company's norms or even the entire Internet knowledge, this is very necessary. Finally, make sure to use the Internet, such as microblogging, community, etc., to find the people or resources you want, and to take advantage of the resource advantages around you, what I can do, and then play it to the best of my ability, so that I can succeed easily.

Summary: For Mr. Wang's interview here will also end. The above is just the first link in the text version, for the second, the third link, Lin has brought you the entire recording of the download.

Recording of this interview: http://115.com/file/dn9tvg47#

This interview record originates from the Lin Xi ge famous personage interview http://bbs.linxige.com, reprint please indicate the source.