Only product will Tang Tanji: Technology is always a big short board of electronic commerce

Tang Tanji Senior Vice President

2012 Guangdong Internet Conference was held at Poly World Trade Expo Hall Fifth, no. 1000th Haizhu District East Road, Guangzhou, from December 14 to 15th. This meeting is hosted by Guangdong Internet Association, organizing Committee of Guangdong Internet Congress and the media consulting Group. The conference focuses on the Internet industry new ideas and digital media era, in-depth focus on the Internet industry resource integration. Tang Tanji, senior vice president of the Product Council, delivered a speech.

Tang Tanji said that the real technology companies focus on mass technology products, and do not know what e-commerce companies need technology, as well as the business logic behind the technology, so technology is always a big short board of E-commerce.

The following is a transcript of the speech:

Tang Tanji: Dear friends, Good afternoon! I am from the Tang Tanji, my speech today is a small part of the general to speak. The topic of my speech is based on the electronic commerce of technological innovation. I made this ppt90% myself, and one of the pages was made by my secretary. There may be some places that are not necessarily right, we all discuss together and share together.

I would like to ask some questions for your reference, I am ashamed to say that these are some of the experience of failure. Today's content is mainly three sentences: 1, no electronic technology there is no e-commerce; 2, technology is the core competitiveness of E-commerce, 3, electronic commerce technology short version.

First, no electronic technology There is no e-commerce, this needless to say, we from the traditional, many traditional business or traditional retail need technology, but not like e-commerce so or missing. We see E-commerce as its core business transaction, the process of completing this transaction must rely on technology. But in E-commerce, if we do not have e-commerce or we do not have E-commerce technology, this transaction will not happen. So don't talk too much, let's go down. Before long we have an e-commerce test, that is, double 11 of the snapped up, I believe many friends have found this problem, the first is that many sites can not open or the site is very slow. The second, is that you point to pay the time, you point to pay when the payment is not successful, then you do not know whether the deduction of your money. Third, when you choose the commercial housing to the shopping cart, and then remind you that the goods sold out, no. Of course there are many many such problems, then in the double 11 has a very big website, that is to ask IBM developed, but this site in the double 11 has a technical problem, it leads to no way, let alone the consumer shopping experience. So this technology is related to all aspects of e-commerce transactions, if there is no technology, we will not be able to complete the transaction. So now technology has become a kind of core competitiveness of e-commerce to some extent.

We from the perspective of E-commerce and traditional business is not the same, we are now on the site to display the image of the product, to show that all the current e-commerce show means is relatively single, that is, photo, repair map, save to the server inside upload, and then displayed on the online surface. From this point of view we e-commerce display art to develop, for example, we sell a brand-name products, but click on this brand-name products, there are many different forms of display. So not only has its voice, there are images, and even video, now all of this, we go to see, on the site is still very rare. Now our website and E-commerce, we sell these non-standard products, such as clothing, shoes and hats, mainly a size problem, especially in the site problem, we have no way to try, this is not a good solution. But from the technology of the display or the big data, what we need is to store the corresponding data of the consumer for an analysis to complete such a service. So when a consumer comes up to your site, we know who it is, and the second one is what kind of state he's in now. A little girl came in, our system automatically generates a shopping guide. In the current e-commerce is still effective, so we have a lot of ideas, you want to achieve when there is no technology. Just a netizen said, we are thousands of people shop, all of this, are off technology. Products to show, to use data storage technology, products to recommend, to use interactive video audio. How much do we hto an ecommerce website? The number of active Hto on our website is over 1 million, so more like Taobao. Goods are endless, can be said to be a mass of goods, how can you make it to find the goods he needs all of a sudden? The product is in a very large warehouse, I want to recommend to him through a variety of combinations, let him feel that these products are recommended for him, this is related to cloud computing, now very popular cloud computing. The marketing behind us, the bill and so on, there is no technology to do. Now I tell you a data, that is, consumers in the online after the last single, he first selected goods, and then put into the shopping cart inside, and then to the back of the bill, the success rate is gradually declining, 20% is a failure.

Second, technology is the core competitiveness of E-commerce. I have a list of three: 1, excellent user experience from the excellent technology. The website Man-machine interaction relies on the technology realization, the fatal conversion rate and the stickiness. Oil consumption of the next single shopping experience by technical integrity, do not short, the visualization of the service chain depends on the technology to solve, suddenly browse the peak (TV) rely on technical support; We used to have such a slogan, only think, did not do, but now on E-commerce has a lot of things we can not imagine, we are not to do; 2 , technology is the cornerstone of precision marketing, find people, to find the right person, say dialogue, out of the price, precision marketing, do not spend money, consumer behavior analysis and personalized recommendation, consumer Relationship Management (CRM); 3, no technology, no lean management, category optimization, logistics operation Fine management, picking and inventory management, EDI, Dynamic replenishment, do not let go of any one of the sales opportunities. We have a lot of small e-commerce companies, when it to 10,000 single, you will need a more advanced system. In this case I have a piece of advice for small companies, to change your business process to follow its logic to do, in the process of doing gradually gradually thinking about how to do it in the future, it is a long time to accumulate experience. So you see why the American Amazon this thing is considered an art company, why do we see a lot of electric dealers engaged in the work of technology, which means that a lot of work must be developed by themselves, try to do, and now in the market does not have this product.

Now technology has been formed, or technology has formed a competitive edge, the first is a small company or you want to run the business of the company, you have to upgrade the technology, technology accumulation to achieve a perfect state, this is not a short-term can be made. The development of a credit or the building of a credit is essentially a reflection of the management thought. So small companies to find a mature small system, very cheap, their own business to stay this, according to its logic to change, and gradually develop. Then after 5-8 years of development, forming a lot of technology accumulation, these technology accumulation for consumers is an implicit type, consumers do not see, consumers do not know what technology behind you, this site shows the electronic feeling, he did not know what technology you use. So what do we see now? If he is very strong now, 10 years later is very strong, may also be able to catch up with him the possibility is not very big. Is such a truth.

Of course we do lean management, our logistics costs why so high, or we have a lot of internal management pay why so high? is lean management. Other people can not see that this product is Shandong people buy much more, or Henan people buy more, this product is a man to buy more, or women buy more and so on all of this, all of this allows us to manage the technical management analysis to do. So I'm thinking of doing the same business, whether it's a platform or a vertical, or an integrated electric dealer, who's technically state-owned, who wins. No technology is perfect for any one of China's power suppliers to go down. China's business operators, hardware facilities can be bought, the model can be learned, talent can be dug, but the technology to buy and sell part of the market did not.

Third, the technical short board of the electric Dealer: 1, the clean and tidy is the need of e-commerce companies must also focus on commodity trading, that is, to make money, rather than focus on research and development technology, the real technology companies focus on mass technology products, and do not know what e-commerce companies need technology, and technology behind the business logic, therefore, Technology is always a big short board of E-commerce. There is no outstanding technical solutions to the sudden flow of traffic peaks, double 11 many sites slow or open. The interface technology of each system inside the enterprise, how different systems work together. We have the customer service management system, we have the EAB system and so on, if you put these system heights together, so that their common work produced data, but also accurate, fast, and good. Massive data storage and literacy technology, cloud computing is far from entering the point of application. If we can not use this cloud computing, cloud storage This aspect of the planning, then you want a business now 5 billion, then no problem, do 10 billion, maybe equipment no problem, to billions, trillion, when, this is not by manpower can be solved. Can not say that this server investment 1 billion to 10个亿来 to do the server. The database technology that can handle the massive concurrent request of the content data machine;

2, the Company's internal technical innovation requirements, the flexibility of the system based on the ability to enhance the interactive flexibility of the site, improve customer adhesion. E-commerce innovation direction, first of all, upstream and downstream enterprise business system Seamless docking, 36 of decentralized management to share platform management development, based on PAAs and SaaS information platform structure, many small enterprises diffuse to point upper extremity Road, Information Road. Mobile E-commerce +sns, based on mobile terminals of E-commerce, a new technical field (SOLOMO), personalized recommendations, a large number of goods, stores a warehouse, big data age. I set up a small small software on the platform, this software is I analyzed a lot of partners found later, for you to use, then you to the commodity management, including sales monitoring, category management, payment management, all the data you can see on this platform. So it's a special big electric dealer in the future to go this SaaS model is a direction, I believe that a lot of companies gradually need to go standardization, that is to say, I developed a little more advanced products than he, may be my products are greatly used. Then he developed, and more advanced than me, that good, then continue to develop, mutual rise. After you do this well, you already have a technology accumulation, others compete with you, to catch up with you is too difficult, no more than you can not do the investment.

Finally personalized recommendation of a large number of goods, store a warehouse, Big data era. So the combination of these things are relying on our E-commerce technology innovation to achieve, so my core point is that technology innovation or technology is the core competitiveness of E-commerce. All right, I'm done with the content, thank you!