The topic of the speech is the coming of the era of Chinese electric commodity brand

The topic of my speech is the advent of the era of China's electric commodity licensing, I know you in the specific operation of the time, now the biggest feeling is that we are now very difficult, we seek to profit difficult, we seek marketing breakthrough difficult, we seek to integrate the upstream and downstream supply chain difficult, it seems that the overall feeling is that the electric trader came to a bubble in the autumn, Even some people complain about the wrong line, giving people the premise that the whole e-commerce industry should be how to determine what kind of age and stage. I want to say what we see is the same, what we think is different, we are in the midst of the feeling that it may be a fall, in another perspective the answer is different.

Globally, China will become the world's largest retail (remember, retail), E-commerce online retail market, depends on the entire e-commerce industry growth, amazing speed, we can surpass the rest of the world in the same industry, we can expect to 2020 China's online e-commerce retail market, Equal to the sum of today's 5 great powers, such a set of data to explain what the problem is, we may be in the period of time, we are a fall, but in a different perspective when the world's peers, feel that we are in a very hot, high-growth industry areas, And we will not be able to stop them from watching us become the global hegemony in this field. So a different angle to the conclusion is not the same.

Why the internal feel is autumn, the global feel we hot, inside and out so big contrast, in fact, the important reason is that our whole industry farewell to the rapid development of the grasshopper period, once as long as can do on the profit of the era has passed. We see the whole e-commerce gradually mature, he gradually towards maturity, so the different stages of any industry, the stage is different, his characteristics are different. At this stage we feel the new flow of precious oil, he does not mean that our industry fall or decline, the entire industry into the delicate operation of the medium-term, have to be refined operation of the stage, the ability of the operators of the module and challenges, you can adapt to the requirements of the new phase, Once you can't judge this change early, you won't be able to change your ability to support the module. In fact, only a phased change, the external heat of the temperature of the root causes of the difference in the stage of the reaction, everyone to the stage of the savage period, we do so hard to consider comprehensive, detailed, It seems to be a fall, not really. We will say, in fact, the industry decided that E-commerce has come to what we call the era of brand, 2 years ago in the division of the venue said, 2 years after the popularization of E-commerce will come.

We say we just have to stop using brand tools to look at and manage our business, in fact, why do we feel that brand is a concept, a business operator to consider a lot, I want to get through the upstream and downstream supply chain, this is a system, I want to do ERP is a system and so on, I would like to say a point of view, The brand is not like most of you think he is just a flower in a suit, I have been repeatedly in the popular, universal education, he is not your suit mouth a flower, but also not like a few people said the brand he is superb, can reverse the tide, can be completely rebuilt a business, I think these two extreme views is unrealistic. Platform is a tool for enterprise operation, with good efficiency is improved, the following will be mentioned.

A brief talk about brand starting point is positioning, you have no positioning, some entrepreneurs he is hazy, unconsciously do their own positioning, the purpose of the brand, today's brand is not said to be better for consumers, today to talk to you about consumption because you run a better business, know how to play the brand of the people finally is the enterprise profit, Your business is working more efficiently. Landing is what we often mention, performance out to everyone to see is the experience of consumers, we do not brand for consumers, consumer experience is presented, you surpass the competition, you spend more than others a value, he is a very real enterprise Operation tool. I'm going to talk about branding as a way to help businesses consume, and turn it into a consumer who thinks you're better than your competitor, for me it is more attractive to say that I only do brand strategy, this picture I want to tell you a good story, you are here, the size of your business operation, no matter how big you must have a place you want to go That place in your popular way, I'm going to grow three times times, I want to become the top three in the industry, you light to do your business operations meaningful, you can come, you will be an acre of three points you can from a to B, it is impossible, there must be a third party to help you, the third party is the consumer, The consumer is buying you something before he makes the final payment, does he put it in the shopping box or is it a piece of information that he bought before you had established what he thought it should be? From your A to B, it is important that your third party, only to make him call you to step from A to B, You give him a signal, he agrees to deal with you, continue to the new crowd, the old customer to release the signal, and there are new people to trade with you in a little closer to B by a, so step by step, more and more consumers are persuaded by you, you impress, you can from A to B. Brand is what, brand is not hypocritical a flower, the brand is the path, how you build a message that keeps him in line with your expectations, makes you think it's wonderful, wants him to recognize your strengths, and it's a carefully designed way to achieve your goals.

We talk about the brand three big points. 1th: The brand is to determine the competitive positioning. I will tell you that brand positioning is very important two elements, one is to solve your business problems, do not always feel that the brand is only landscaping, if you want to do he is not, you have to dig deep, the 1th of your current business challenges is what, your question is what, in the end is beautiful, or to return, or to say cognitive, Then you have to go from your target consumer, not to say what you think is good or what you want. Another is the goal, the brand finally is to help the enterprise, not to help consumers, consumers just use them from a to B to help you achieve, we are pleasing consumers to achieve their own business kingdom. It's all about the internal workings of the enterprise, and we speak of a girl who can guide you inside and outside of your business. Let the action of the Enterprise and the outer coat reach agreement, more important you user to your cognition and experience is completely consistent, the result is to maximize surpass your competitor, Really good brand he is to go deep into your business every link, he will affect you. In the final analysis, the service to do better, logistics to do better, this year's money in 37 ways, put in improving quality, or the improvement of CRM. You ultimately want consumers to recognize you, with the enterprise all the behavior and ability to shape, so as to make it possible for consumers you really do, he is to guide the action of internal behavior, but also in accordance with the direction of the brand strategy to show that he affected the business, the use of enterprise resources decision-making and distribution. This is a vivid metaphor. This is my early days to do traditional enterprises, I have done a lot of international enterprises, I accompanied some enterprises, TCL, Huawei, the United States and so on. Even if you are leech, you just stare at the steed on the horse can Chichori, we have been staring at the economic steed horseback, we have Chichori, but now E-commerce or maxima, bless you to do a leech, do not lag behind, tightly fixed on the horse on horseback. I will see the rise of China's e-commerce retail industry is likely to become a DP China achievement hero, just as the foreign trade in the electric business frequently mentioned, China, the spirit of electronic Internet is no boundary, through E-commerce to achieve China's global brand, this possibility is indeed more than the current line of specific channel entity expansion, I can expect that 2 years ago I spoke to everyone, I said E-commerce 2 years will be universal. Our future, the leech of our steed will certainly be universal, this is my firm belief.