Procter and Gamble: an elephant dancing on the Internet stage

November 29 News, the annual China Online retail conference held in Nanjing today, this Congress by the Nanjing Municipal People's Government and billion power network jointly sponsored by the Nanjing Business Bureau, Nanjing Development and Reform Commission, Jianye District People's government, Xuanwu District People's government and Nanjing E-commerce Association. At the meeting, Sungefi, the general manager of the P & G electric business, delivered a speech entitled "Winning E-commerce".

(Warm tip: This article for the first draft of shorthand, to ensure that the site guests original intention, without the omission, or a mistake, please understand.) ）

Sungefi, general Manager of P & G electric Business

The following is a transcript of the speech:

It is a great honor to participate in today's electric business forum, in fact, here are also traditional enterprises, such a new situation, how do we face these challenges? Traditional enterprises are known as elephants, how can we dance in the new era?

After graduating from university in 98, I have been working in this company, working in the traditional sales department, responsible for the largest distributor channel in China, and also responsible for the modern retail outlets. It should be said that the channel is also the most recent half a year, so the electric business is a new recruit. As you know, Procter and Gamble is a very traditional company, we have 175 years of history, the world has nearly 300 brands, 120,000 of employees. Entering China this year is just the 25th anniversary, there are 8,000 employees in China, in Beijing, Shanghai, Chengdu, there are branch offices, such a very traditional company, Procter and Gamble, personally, is very representative. In the face of the rapid development of the electrical business changes, some people say is a scourge, some say it is spring, and then share some of the electrical business in the exploration.

Perhaps from the point of view of the electric business, many traditional enterprises are feeling very anxious, there is a saying that if the electric dealer to find death, not to do the electricity business is waiting to die. What do we think of the electric business, just like the offline, more and faster, and then a deeper understanding of consumers. It is universally acknowledged that who understands the needs of consumers and who can win consumers. How we expect the consumer to buy the path, we put it into 3 C, translate it is to capture the connection to purchase. All the products, in fact, purchase is such a process. Take the offline purchase process for example, I have a need for a shampoo to choose a shampoo, first catch this shampoo information, online we may through the television advertising, may be through the store channel, or through the introduction of friends, I know a product called Pantene, through different channels to capture the name of the product , how to connect? At the supermarket, we will see that there may be a very large shelf in the supermarket, perhaps even by our promoters, we have a new sap in the recommendation, may connect to consumers.

Then there may be an angle, just today Pantene has a promotional activity, just at the discount, we finished the consumer through the capture connection, realized the purchase, back home after using for a while, perhaps the store's promoter has the customer information, because he participated in the promotion, may call the customer , tell him that we are now Pantene this month another new product launch, the price will be more favorable, you are welcome to the store to buy. In fact, to achieve a continuous, the customer has become the traditional sense of repeat, this is a very simple example, we have all the customer purchase behavior into these four steps, this is the 4C model, very good understanding.