Shop No. 1th Gege: The undertaking of growing up in error values the moving end and O2O

Although the Internet company in an equal and open atmosphere far more than the traditional industry, but such as the electric Dealer's website "No. 1th Shop" chairman of Gege do so thoroughly, still not uncommon.

To this day, Gege also shared an office with the CEO of the No. 1th store. Two desks are placed side-by, less than two meters in the middle of the distance. When Liu Bu in the company, he was interviewed in the office, otherwise he would have to find another meeting room.

Isn't that inconvenient? Gege never felt that he needed a quick, transparent decision, and that a lot of times when the two were talking, the new plan was going to go away. Gege the efficiency of this discussion and decision. If he and Liu's disagreement, the two can immediately communicate, and even the third party pulled in together to clarify the idea. "There is no gap between us," he explained, "and in internet companies, decisions are often more important than the quality of decisions." ”

Further, Gege hope that store 1th can always maintain a start-up company's innovation and vitality, rapid response to changes in the outside world, rapid decision-making. Although shop 1th has begun to move towards that all-encompassing "supermarket" in the dream, but now the Gege and team are experiencing "two startups"-the rise of the mobile internet, and the 1th stores that used to work on PC-side shopping need to "subvert themselves" to meet the challenge-his judgment is that Only two or three years left.

"One thing is for sure, we have to use mobile thinking to do mobile shopping, but not to use PC E-commerce way to do mobile shopping." We have to really give up some of the things on the PC, and re-examine the various features of mobile shopping. "he said.

The world of the Internet is fast changing, and Gege hopes to keep a clear head in the dazzling changes. In his words, first of all, he wants to make the company's physique very strong, can resist all kinds of "virus and bacteria";

Insight Mobile End

Always Gege as an entrepreneur, always reminding yourself of "Stay hunger".

In the past two years, his biggest bet in "subverting himself" is moving the end. Invested a lot of money and manpower in research and development, the team that developed the mobile product was independent, and was given a lot of autonomy. For now, the team is thirty or forty people, not including the relevant IT development team. Shop number 1th on the one hand in a large number of recruiting mobile product research and development personnel, another car, many of the company's PC shopping field developers have also turned to mobile end of the research and development.

"Basically, a lot of resources within the company are skewed toward the mobile sector. "Gege said. In his words, the company's original development idea is to develop on the PC side, and then copy the product to the mobile end, now, in contrast, developers will first consider people on the mobile side of the shopping habits, and then extend these applications to other channels.

Gege has long been aware that the potential of the mobile side is much greater than that of the PC side, whether it is an electric or other Internet domain. "At the end of last year, mobile phone users have reached 500 million, while PC users are 590 million." The penetration rate of mobile phone is much larger than that of PC. He said, "by 2017, mobile phone users will surpass PC users, that is, the future of E-commerce is not in the PC, but on mobile devices." ”

In the constant trial and error, Gege found that the mobile end of the user has a lot of unique. For example, they buy a higher frequency, more fragmented, and buy the peak is not in the daytime, but at night, weekends and holidays. At the same time, mobile devices have a natural advantage over PCs, such as its scanning features, images, speech recognition features, geographical positioning features, and the inductive characteristics of equipment. This means that store 1th to occupy the initiative in the mobile shopping tide, we must make full use of the characteristics of these mobile devices, "use mobile shopping to leather pc E-commerce life."

According to his introduction, shop number 1th has come this year to try to optimize the app, for example, the customer search for the product will be more and more simple, accurate; the company also launched a "shopping footprint" function, to help consumers quickly find the interest he has visited the goods, through a few clicks can be a single.

Even so, in this "mobile revolution", the company encountered resistance and challenges are not small. Technically, because of the small screen, the product search and display more difficult, which leads to consumers need to take a longer shopping process to complete the purchase. and complex processes often mean a reduction in the conversion rate of shopping. Second, the cell phone signal strength instability, resulting in the page can not open and other problems occur, these factors will affect the user experience.

Gege is trying to break these technical bottlenecks, "to be sure, the mobile end must be done on fast shopping." "In his ideal situation, users can always think of what to buy, through voice or text input, or on the way to see the merchandise can take a picture, this information will immediately enter the 1th store background system for image and speech recognition, into the user's real shopping needs."

In addition to the technical problems that need to be addressed, greater challenges arise from internal organizational transformation and process reengineering. Gege Frankly, the business focus shifted to the mobile end, the company will inevitably generate channel conflict. "This is why I said that I have to say, because more and more users to the mobile phone, the growth of the PC slowly not so fast, and may even fall." In this case, it is particularly important to balance the relationship between different channels.

But he believes that at least the current mobile end and the PC end is not exactly "this" relationship. After all, many customers are using PCs and mobile devices, and using different devices in different scenarios, "maybe the customers will buy fewer items each time, but the total amount of money they buy is growing." ”

On this basis, the way of thinking of employees also needs to change. "Most of the time, everyone's thinking is still in the past, focus on the PC." It will take time to get people to shift their attention to the mobile end. "Just said.

He does not deny that store 1th was too early to be influenced by PCs. But now, the rules of the game have changed. He even said, in the trend toward mobile shopping quickly, "those things PC can keep up with, not to keep up with it." ”