Publisher QI: Entity E-commerce will become the mainstream retail channel

Two years ago Qi led two of them, withdrew from projects already bought by large institutions, reconstituted their teams and began to bury their dreams of "making it easy for all residents to buy online." After two years of hard exploration and development, and finally a set of the most fit the needs of Chinese residents of the physical E-commerce network terminals to the market.　　At the launch of the large-scale deployment of the aircraft, we interviewed the Beijing Peak information Technology Chairman Qi. Journalist: "Wu, can you first introduce the business model of the publisher, what it is doing, why do you want to do this project" QI: The publishing machine is a set of network terminals installed in the physical retail stores, mainly installed in the convenience store, community convenience stores, the integrated market counters, The aim is to make it easy for residents to choose more quality goods and business services in convenience stores. Traditional convenience stores can only sell a small number of daily commodities, we say that this is a huge waste of "convenience" resources, so we provide convenience stores through the distribution terminal for online shopping, community business services inquiries booking services, while supporting residents in the convenience store to complete the payment of electricity, credit card repayment needs.　　While providing quality service to the residents, we can meet the needs of the suppliers for the offline sales channels, and the convenience store will be able to realize the service upgrade and value-added revenue. Reporter: "interrupted, credit card repayment should be only financial institutions can do it?" "QI:" Is this, the release machine to provide the credit card repayment business core equipment, is provided by UnionPay's concession organization, only is integrates the promotion just together, we are the strategic cooperation Relations "Reporter:" the convenience store is willing to install the publishing machine to own counter? "QI:" The delivery of goods in the machine services generated by the transaction Commission, we only retain a small part of the management fee, the big head to the convenience store, you said he would like to. You look at the convenience store in the community, there are listed for the acquisition of Cordyceps sinensis, the purchase of tobacco and alcohol gifts, not all to improve the operating income. Furthermore, many of the services of the publishers can add a lot of customer traffic to convenience stores, such as the convenience store of a resident who originally wanted to go to building 2nd, but in order to pay the phone bill together, the result is to go to the 3rd building's release machine convenience store, the publisher has played the role of gathering customers, this is the convenience store wanted "Reporter:" But will the publisher put it on the counter and really be noticed by the customer? "QI:" Our first publisher terminal was in the convenience store trial operation, we did find that only a small number of customers to attract attention. Later, we gave the publisher a voice broadcast, and constantly broadcast consumer-led voice, the results of the customer is noticed, but the convenience store boss can not stand, someone nobody is so noisy, is no one can stand. Then we developed the "human body induction" function, only when someone within three meters, the Publisher will be with the screen interface to broadcast consumer guidance information, no one has no voice. If there is no one in front of the word, the Publisher interface with only a large picture display simple promotional topic information, far away can be seen clearly, can attract peopleCome and see for yourself. In this way, the problem of attention is solved perfectly.　　Stimulated by the induction, the customer first into the store more attention than 64%, and community families to the average monthly convenience store shopping more than 16 times, can ensure that the release machine in a short period of time known to the residents. Reporter: "That is not equal to place a promotional robot in the convenience store?" "QI:" Yes, one does not eat not to drink, do not pay Shire, more than Shire can say, but also to show the various types of merchandise, but also to help customers to buy their own favorite goods, but also with people after the buttocks have a sense of urgency "Reporter:" If the release machine Support Online shopping, then supply, How to solve these problems of logistics distribution, you know this is the core of E-commerce competition Ah Qi: "In fact, as long as the open and sharing mentality to do the publishing machine, this problem is very easy to solve." In order to ensure the quality of goods and services, we are "sharing, picky" principle, choose the best quality e-commerce companies or brand direct business, goods and services are provided by them, we in their quality of service based on the provision of third-party supervision and security. Publishing machine is only a focus on the line under the construction management, offline marketing and to complete the order to access the organization, abandoning the traditional e-commerce operators full chain operation mode, only focus on E-commerce chain front-end "access to customers" this core function.　　We are responsible for the construction of Community network shopping channels, the implementation of Community media promotion, the organization of the implementation of various consumer activities, collection and analysis of consumption habits, put the Community DM catalogue, and supplier supervision and other work.　　In addition, for the Community business service types of transactions, there is no problem of logistics distribution, the publisher is only a query, booking function, but this is a publisher of the transaction, it will be from the service provider to obtain the transaction of the income. Reporter: "Understand, you are in the supplier to optimize the way to ensure the quality of service." But how do you ensure that the goods and services provided by the "best quality provider" are not a problem? "QI:" Oh, we do not guarantee 100% no problem, even if we choose the best company in the domestic business or brand direct business. But we can guarantee that all the goods that are ordered out of the publisher are a problem, we will give priority to help consumers solve the problem, and then to the upstream supplier accountability. It's equivalent to adding a third party guarantee on top of the "best", so our service is certainly the best. For example, a customer through the publishing machine in the largest electronic mall in China to buy a mobile phone, our first response is to give customers a refund, and then ask the supplier to Exchange, and then ask the customer whether to continue to purchase. Because our outlets are physical stores, the customer is more like our temporary habitat, the temporary habitat is not hurt, or hide and hide, escape and escape, is not equal to their own harm. That's why we're so demanding when we choose our suppliers, and we never allow any product or service provider to hit the publisher.Brand. Reporter: "now exist in the publishing machine how many goods?" "QI:" Can purchase the merchandise has reached tens of thousands of, you want, DHC, VANCL, Excellent, when, red children of these large shopping malls are already connected, the number of course will not be less.　　In addition, our pilot area in Beijing, has been connected to some community business service providers, such as moving services, home appliances repair, domestic services, these have been "journalist:" There has been no similar to the customer dissatisfied with the matter. QI: "Yes, the first business of the release of the problem, is the residents called a moving company, due to customer service errors, resulting in customer orders can not be timely confirmation." Later, the company fined the money, let the responsible person actively find the convenience store owner, the penalty of money as compensation paid to the customer, the convenience store is due to the transaction fee also paid to the convenience store, the owner and customers are very surprised. Later, it was a story in that community, to know that convenience stores are the community's Word-of-mouth center. Then there is a temporary reason that a supplier can not support the delivery of goods, but the customer has ordered, the results of the release of the machine itself Xianchan first to get the goods, and then by the release machine customer service to the hands of customers, did not cause a little adverse impact on customers. The publisher removed the supplier from the Supplier list. The business is definitely losing money, but the customer is not affected, which is the meaning of third-party security. The suppliers and commodities on the publisher's website evolve in a bad state, with more and more good things to lose in the process of evolution.　　Good services can not see the service provider's brand, the main is to see how much the service to cherish their own brand, the publisher in the community is the entity, do not love the brand is over, so the release of the people are "love the name of life." Reporter: "The goods that the publisher sells all have the transaction commission income?" "QI:" Some have, some do not, some high, some low, different goods, different suppliers, different time will have a difference. The publisher can pass the total control system, according to different seasons, different time to choose different commodities to carry out promotional activities, as long as the data adjustment through the general control system, you can implement a large-scale promotional activities, even the morning and afternoon activities can be different, it is this flexible and powerful offline promotional capabilities, Let the publisher's revenue capacity has unlimited potential to tap the space "Reporter:" Can you say that those goods to the Publisher to bring the largest commission? "QI:" Ah, this don't say, leave some secret good, hope you can understand "Reporter:" Ah, understand understanding! Can you tell me what service the publishers offer? "QI:" The publisher has two kinds of goods do not sell, one is illegal goods, the second is and convenience store main commodity conflict goods. Other such as clothing, electrical appliances, furniture, maternal and child supplies, bicycles, toys, health products, these things have, you think about it, the consumer mall on some of the publishing machine of course, there are no such as moving services, home appliances repair, housekeeping cleaningThese Community commercial service publishers also have. At first I didn't realize that there was a conflict between the goods on some of the shopping malls on the publisher and the convenience store, which made the convenience store very unhappy. Aware of this problem, we have added a product filtering function for the publisher, all products that conflict with the main business of a particular convenience store can be filtered out, completely lifting the convenience store's worries. This is the benefit of fully autonomous development of technology, function evolution is very fast, when the problem found, the problem can be solved quickly.　　We have added a discount coupon printing function for the publisher, the residents to eat around, singing before the convenience store discount coupons, to achieve saving consumption. Reporter: "Customer touch screen operation?" "QI:" is the touch screen. Because even in the core cities such as Beijing, the community has the habit of Internet users are still less than half of the total residents, with the mouse keyboard will be inconvenient, so the Publisher use touch screen operation. In order to take care of those who do not want to use the touch screen, the publisher uses back-to-back dual-screen interactive design, as long as the customer mouth, convenience store salesperson can be on the screen on behalf of the order. But then consider that this is contrary to the publishing machine "value-added services do not interfere with convenience store staff" principle, so, the release machine will soon launch a remote voice interactive function, customers close to the publishing machine screen, move the mouth can see on the screen what they want, absolutely "artificial" intelligence. However, the evaluation of this function is different, some people say useful, some people say that there is no need, but we decided to get out first to let customers choose. We insist on the technology of 100% independent research and development of production, is not to achieve this goal, as long as the discovery of a lack of the first upgrade to say, it is those through the purchase of equipment operating agencies can not do. Third-party development technology upgrades are often hundreds of thousands of millions, but also have a long time to communicate the argument, which seriously affect the enthusiasm for the evolution of service functions.　　The publisher does not exist these problems, said upgrade upgrade, as long as the discovery of customer needs, we immediately engage in the evolution of functional efficiency to the extreme. Reporter: Just now you said that the release machine can order furniture, electrical appliances, so will not impact to those traditional professional stores ah, such as gome electrical appliances, furniture market? "QI:" or that sentence, to take an open and cooperative mentality to look at the problem, the new things as the available resources do not need to have such concerns. The publishing machine just provides a new market competition tool, who is willing to use to benefit, with no other people's freedom. But no one is going to smash the iron mound because he hit his head with a hammer. Before the release of the machine did not come out, online shopping mall is not also the impact of the line of electrical appliances offline, it is not so peaceful. The store can also be promoted through the release machine, perhaps better than the effect of TV ads, not necessarily to the publisher as the aggressor, but should be the publisher as the provider of marketing resources.　　Moreover, each channel has its own core advantage, the other people's managers are thinking every day how to enhance competitiveness. Reporter: "I also want to know, the release machine ready to deploy in the country moreLess outlets? "QI:" The first goal is to deploy 20,000 to 30,000 outlets to achieve this deployment goal within 2 years, because there are many factors that affect the actual promotion, so this is only an expectation. The actual situation is mainly restricted by the scale of rolling capital and the speed of team expansion. "Reporter:" This is not a small number, the funding problem has been solved? "QI: There are many ways to solve the problem of capital, the first is the investment of own funds and equity financing." Because the project innovation link is too many, in the layman looks like is the electronic commerce, also like is the chain retail, also like is the outdoor media, but also exists the Community classification Information Service nature, this makes the publishing machine pattern cannot clearly and any one mainstream capital market concept docking, In those who use the concept of qualitative projects in the eyes of the VCs more like fish and fowl, it is difficult to be understood by investors. I've even been questioned by an investment manager at a VC agency: "Do you have any idea what you're up to?" “。 Based on this situation, fully rely on financing to achieve network deployment there will be a large risk of capital chain, so the release machine in its own funds, based on the use of market-based means to solve the problem. For example, the release machine for all types of business shopping mall, Brand direct operators to provide entity outlets to expand the program, by the supplier to bear the cost of each dot equipment, so that can help suppliers to complete the franchise network deployment, but also to achieve the rapid expansion of the market of the publishing machine. There are also a number of chain convenience store operators willing to pay the distribution of the publisher to its stores, to enhance customer viscosity and value-added services revenue, which can also solve the rapid expansion of the publisher to face the financial problems.　　There are also a number of third-party local operators willing to work with us to promote the local market operation, which is a large-scale solution to the rolling capital method. Reporter: "will they be willing to pay for the equipment?" "QI:" There is a bill that can be counted. Traditionally, the shopping mall to build physical stores, each shop construction cost is hundreds of thousands of, but also to pay the cost of expensive venues and personnel costs, space restrictions can only display a small number of sales of goods. And through the release machine mode to achieve offline extension access, thousands of yuan can increase a line to promote sales outlets, and all are high quality customer traffic network. Suppliers to open a physical store less money saved, enough to set up hundreds of online outlets through the release machine, and each dot every month not only without any expenditure, but also will continue to create a sideline income, and do not say money to save money, just under the online market share of the occupation speed significantly increased, Everyone knows what this means in the competition. It is also important to emphasize that the online purchase mode of the publishing machine is more suitable for the traditional order and logistics distribution system of the business retailer than the physical display shop, and does not store inventory and settlement issues. "Reporter:" The chain of convenience stores, they will really willing to pay for the release of the machine? "QI:" Chain convenience stores add a store at least a hundred thousand of Yuan, and each month to pay the expensive rental and personnel costs, and on the publishing machineA one-time investment of thousands of yuan, you can continue to increase the flow of the store, but also through the publisher's value-added revenue-generating capacity in a short period of time to recover equipment investment. If the chain of convenience stores refused to release the machine, it must be the publisher did not let others understand the value of the publisher.　　In order to solve this problem, the release of the machine's self-financing will be mainly put into the "experience shop" equipment delivery, through a limited number of trial operation experience, so that people feel the real effect, other problems are solved. Reporter: "Even if the capital is not a problem, but such a large-scale expansion, in the management capacity of the release of the machine have confidence?" "QI:" said there is 100% confidence that is to deceive themselves. Although the company management has had thousands of outdoor LCD media promotion management experience, but between thousands of and tens of thousands of there is a huge other, let alone this is a business model without gerrymandering, management of the shortage of elements is inevitable, we have been deeply aware of this problem. In order to improve the management ability of the core team of the publishing machine, the company has actively applied to participate in the "Lenovo Star" CEO training program jointly organized by Lenovo and the Chinese Academy of Sciences, and the investment manager of Lenovo Holdings has also been to our company to complete the study of this project and gave a high evaluation. We hope to find out in time the problems that exist or are likely to arise in this way by means of external forces.　　While this does not solve the problem completely, any shortage of elements can be made up as long as we are able to "know what is short and see the director of others."　　In addition, I would like to say that the physical E-commerce market is very large, need everyone to participate in order to make this business bigger, so we are very welcome to all areas of insight and enterprise organizations, from all angles involved in the cause of the release machine, we would like to open up the mentality, and actively promote cooperation with various commercial organizations.　　In the entrepreneurial phase of the team, the test is always inevitable, but as long as the ground to take every step, I believe we will make the release machine crowded in China's most competitive mainstream consumption channels list. Reporter: "Thank you very much, Wu can always accept our interview, but also wish the cause of the release machine flourishing" QI: "I am also very grateful to the media interview, we hope that the media can pay more attention to the cause of the development of the machine, more information friends can be logged www.fabuji.com to understand"