Study system innovation to the electric business

When the 2009 Taobao Cat was founded, "Double 11 shopping Carnival", perhaps many people have foreseen today's pomp. Sunday early morning, the day cat "double 11" big promotion, according to Alibaba real-time data show, 37 minutes later, turnover is a breakthrough of 1 billion yuan, as of 13:38, the cumulative Alipay turnover reached 10 billion yuan and last year only 5.2 billion yuan.

This is the climate, geography, people and the "two transfer" of the creation of the grand pomp. The so-called weather, means this year "double 11" coincides with two weekends; the so-called geographical location, refers to the strong logistics support, people can shop comfortably at home, and not subject to time constraints; the so-called people and, on the one hand, the change of people's consumption habits, on the other hand, from the cat "double 11" in front of the sales list for the high end of the brand look, This may mean the growth of the middle class in China's two or three-line cities.

There is no doubt that the "double 11" festival is a company created by the festival, and the "festival" in four years, the rapid maturation, which marks the industry's leading enterprises have "to create concepts, education, guide consumers" ability. This ability not only lets Taobao benefit from it, but also has a utility spillover that benefits others. The concept of online shopping spree once popularized, under the pressure of promotion, including suning easy to buy, when, Jingdong and other domestic electric giants also collectively joined the promotional feast.

A private enterprise, after more than 10 years of difficult development and accumulation, developed a strong system innovation and concept building capacity, and finally went to the high-end industrial chain. This is in itself the most valuable part of China's development over the past decade, which happens to be the least regulated area of government. This may be the best inspiration and example for other departments, even in the inconsiderable.

For example, for the purchase of centralized system pressure, the merchant prepared early, through a variety of information channels, to give "Rob red envelopes" and other sweeteners, please consumers advance recharge Alipay. But since this year's visit was 3 times times the amount of last year, reached the Tens, in the purchase, shopping, payment and other links, or there are problems, even the bank payment system of the collapse of a single from the business sense, to have fluctuating demand, the business to peak for the goal of preparing supply capacity is not wise nor economic, in other words, It is difficult for consumers to avoid this kind of trouble, but most consumers do not abuse the business. This is because the business is fully focused on the consumer experience: The crash page uses a humorous language; The official microblog has been informing about the situation; Sunday 2 o'clock in the morning, the cat official Weibo issued a public apology letter for the failure. A short 140 words, explained the reason, told the payment function of the recovery, expressed gratitude and apology, and finally hope that the late-night shopping consumers early rest, attention to the body.

In essence, the "peak" of the "shopping day" encounter is almost identical to the plight of the Railway ministry's 12306 booking website. On the other, the Ministry of Railways has complained about the poor customer experience of 12306 websites without active, open and transparent communication, detailed explanation and sincere apology for not handling public relations, not having a variety of media collaboration, and not actively interacting with public opinion. The railway ministry was finally unanimously criticized by the public.

Can the Ministry of Railways improve the management of 12306 websites and even the entire railway system from the private power companies ' handling of the "double 11" process? Compared with Taobao, the Ministry of Railways needs to learn, in addition to those flashing Taobao staff efforts, intelligent, user-friendly bit, more important and more essential is: for enterprises, in the clear property rights, there will be a good management of the logic structure, coupled with the continued market competition outside pressure, will promote business management, Employee behavior is aggressive. And this is the government departments to improve the key, for the government departments, although the "Customer for God, market-oriented" purpose of the essence is to "serve the people", but with a clear administrative logic and external pressure to the end of this purpose into departmental behavior and employee behavior, There is no doubt the need for greater institutional innovation than the private power of the courage. However, we believe that this is so.

Liu Yuanju (author of Shanghai Institute of Finance and Law)