The use of the Internet to transform a variety of traditional food pancake shop

Xu: Well, it was very enlightening to hear Huang Taigi's speech. Today I want to see who wears suits and finds that they are not wearing suits. First simple introduction, the basic situation has been introduced, this is a boring traditional project.

Pengliang: I was pengliang first and a few like-minded people created the Century electrical network, then is cool, 2010 received a capital injection of gome, the end of 2012 with Gome a comprehensive merger, now Gome Online is mainly responsible for marketing and large data business.

Xu Xiaohui: I was in 09.

Hering: We are using the Internet's thinking to transform a variety of traditional food pancake shop.

Chen Tenghua: A few years ago to see the business E-commerce development is very fast, so and other friends to set up a graceful 100 of the furniture products sales, entrepreneurship more than two years of time is more and more frightened, sharing things less and more things need to learn more and more.

Li: Shun Fung is preferred to do food, I am a modern electric business is new, I was in 05 has been involved in the creation of mango nets, and then five years to a completely different industry founder and run Shun Fung Airlines, today is the best students in earnest listen, can have such a chance to thank the organizing committee invited me.

Xu: I attend annual meetings, and then friends with old Xing for so many years. This afternoon I was looking for my mouth to live better, and have three friends, these two new friends another day to ridicule, the individual first ridicule.

Pengliang is also my good brother for many years, and this is the Ceibs Business School, do research when the group joined, I was the team leader, the group has a senior vice president of Gome Group of HR, in preparation for the graduation thesis when the defense of a day, chatting when said Pengliang to be promoted, I said Pengliang how, He said you want to hear the truth or lie, this is Pengliang satin.

Xu Xiaohui, we are together to discuss the development of Internet marketing over the past few years, has been hit to the power of fast.

Chen Tenghua, before is to go than the manuscript, we were the CEO of the advertising company is very important, usually do not see customers, then heard must see the customer later Guoqing asked a word about your company's gross profit, the result that our company and up is 30% gross margin.

This topic is a bit strange, I would like to ask you first in the case of high traffic costs, vertical electrical business survival, I took a look at the company's current situation, want to ask you, to the vertical electric operators think from their own point of view to recognize such a positioning method or feel that there are differences?

Li: I think it is recognized, now that the vertical has died, or how to live, to do products and so on are different, such as the platform to do vertical or some differences, in fact, we speak our value, especially for the vertical electric business is very important, is our product experience and customer value in mind, is particularly important for vertical electric operators.

Xu: Do you recognize the positioning of the vertical electric dealer? If you put a label on it, do you think the more popular raw vertical electric operators meet the requirements?

Li: I think shun Fung optimization is not entirely to do fresh, can only say that fresh is doing the best one, Shun Fung Group has a strong logistics base, just before a discussion is also everyone has been talking about the fresh logistics is very difficult to do, responsible for fresh logistics solutions, The next month can be launched to 11 cities nationwide a large platform of fresh solutions, other fresh electricity vendors can be on this platform with Shun Fung launched fresh solutions to serve. We are an experimental product, this is shun Fung do fresh electricity business of the experiment, fresh is difficult in logistics, if the logistics solution, combined with shun Fung Optimal launch is to the entire electric business or even consumers to provide a logistics solution.

Xu: Do you just talk about the future of the upcoming cold refining logistics can be opened to other enterprises?

Li: One is as a new growth point, another purpose is to accumulate experience, at that time is to choose to do fresh when, specifically to do this site is very important for the reason from the main express business, try to fresh logistics solutions, has been done, last month has all the cooling of the whole of the group back, Now there is a warehouse is mine, September 9 will come again two warehouses, this is the whole outside.

Chen Tenghua: If there is a concept of vertical electric quotient, today's guests in addition to Hering's Huang Taigi and elegant 100, itself from the food perspective of a certain share, they are too strong, but back to your question, the concept of vertical electric quotient now to further elaborate, perpendicular to the platform corresponding to, Perpendicular to the former is a field called vertical, for example, red children sell a lot of mother and child things are vertical, but now such a platform less and more, more vertical electric dealer is a certain one of their own brands of goods. Now its own brand of product sales accounted for 90%, from the current market on the vertical type of the platform-type of the electric Chamber of Commerce and less.

Xu: Thanks to the sponsor of this forum Jiuxian network, Jiuxian Network is a vertical electric business, spots ads. How many SKUs do your company offer according to the electric dealer?

Hering: In fact, I offer four kinds of SKUs, four categories, pancake double eggs, eggs, add meat, plus intestines.

Xu: You can make different SKUs by adding different eggs.

Hering: Today is certainly not the electricity quotient, perpendicular is certainly perpendicular, we also saw a kind of trend, we will open a service without the store next month, specially is makes the lo Mei, the pig's hoof, the chicken wing. We saw a trend, because one person once came to buy 40 pig's feet because of drinking at night. Now micro-Bo sell crayfish sell a lot of good, we do not have a shop, but the product more standardized, we send the range is also relatively near, are 35 kilometers, this is the future to do things.

Xu: We do retail there are a class of products are seasonal, you now existing products or to say that the future development of products, you will take into account the volatility of the season? The reason I make pancakes and rolls is to refer to the form of hamburgers and pizzas, so all the cooking can be involved today, as long as you're making pancakes and rolls. and noodles is normal noodles, summer is flammulina noodles.

Xu: How many eggs do you sell best?

Hering: Two eggs are the best selling, the South after the sale of 10, we will rise to 12 five.

Xu Xiaohui: Do will become more and more boring, today is willing to come, one is old Xing's annual event, the second is because Xu, now feel very disappointed, now Xu problem special formal, feel very no meaning. Today in the meeting also turned a little day, only Huang Taigi speech is my most impressive, the electric business is already the traditional industry, Huang Taigi Cai is the Internet. Not only because the people are the same, this cross-border in my opinion, the Huang Taigi, if it is called success, in fact, the aesthetic success, in fact, especially like the internet aesthetic, I think he is using the 4A Internet aesthetic in and traditional to do cross-border, Cross-border may if today's topic is what get traffic new play, this is a real good play , because it seems to me today like Xu do promotion and I do promotion, are marketing as a technical work, look at the media, a lot of things, especially boring, but live or meaningful, just like Xu Mouth live well can be presided over, we can do a good job of marketing, today more talk about Huang Taigi Cross-border, rather than get traffic new play.

Xu: But old Xing is such a subject. Speeches are free, but the classroom is disciplined. Xiao-FAI business is not too busy, I am 38 from the company out, Xiao Fai said a day, I would like to ask your company do you think it is recommended to paste the label of the vertical electric dealer?

Xu Xiaohui: Every customer must be vertical, this year's positioning is China's largest internet clothing retailer, since the clothing retailer is the vertical positioning. Temporarily will not enter the 3C field, temporarily will not and Jing Dong do pk.

Pengliang: Vertical Electric business positioning is two dimensions, a dimension of proprietary platform, there is a SKU category is not to do the expansion, Gome online last year after the merger has been a proprietary platform to do together, the category is also the original, the United States is the 27 telecom, has long been extended to the department stores, fast sales, just yesterday the first day of our fast sales festival online , the fast-selling SKU reached 1.2 million, and 13,000 variety of SKU low price challenges are also friends, including a number of stores.

Xu: Has the challenge been successful?

Pengliang: The challenge is on the way.

Xu: Read the News some time ago, I heard you have a plan?

Pengliang: K1 plan.

Xu: Just Xiao Fai also criticized me, I think I can not open, my identity is the identity of the host, the following is to release the point of the problem, we still have to talk about marketing after all Jiuxian network sponsored this forum. No matter what it is, the marketing angle, what do you think is the pain point of the fight, and what is the biggest difficulty? Second target user? Everyone must have the target user, the target user's exciting point is what?

Li: Pain point electrical business in the virtual world of commercial activities, the most important thing is the brand cognition, the value cognition, how lets the consumer know you are what kind of website, wants to pass what kind of value, I see the Huang Taigi first meeting, today mixed day, finally this is the most splendid speech. The pain point is how to let the customer feel your value, in particular, the virtual electric dealer, also do online activities under the line, we want to pass a safe food, health food, sunshine health values, just started to pick up the net, a friend asked me in IBM, you this site's unique value in what, Where is the unique value of our website? I spent a lot of time to do positioning, brand delivery, value delivery.

Xu: What do you think is the biggest pain point in marketing today is to make consumers very clear about what is a vertical electrical business?

Li: For any site has brand positioning and customer positioning and product positioning, in the virtual world, such as Shun Fung, maybe we give others positioning is a courier company, from the point of view of the Express is very safe, very reliable, but do food to pass what thing? The assumption we are passing is to take advantage of the group, may feel that my backend service is very good, we are more reliable, we hope that through these brands to further mine the site of things, it is quite difficult, today Huang Taigi is using the Internet, using new means to convey this value and culture, The important thing is not how people can trust your positioning and branding, which is really hard.

Xu: What's the exciting point for your users?

Li: Finally one can put fresh into the. Now customers to shun Fung optimization in the online evaluation of the best, finally, there is a fresh electricity business to keep fresh video frozen state, there is a business model is C2B, for example, 24-hour shun Fung Advantage, when the design of the product is the chairman of the airline, I use the air transport resources can be a single after the list can be taken, 24 hours to get home, I used 1.3 tons yesterday to pick off the litchi, resulting in very good marketing effect, to the customer severe impact, then the industry also evaluates really is very unique c2b way, one of the VC companies to come to us, not only fresh also embodies your c2b, is done by direct way down, this is from Shun Fung preferred to have something different from others, maybe it is some exciting point, The ability to logistics, Shun Fung to everyone in the minds of the reliable, safe and efficient brand together, resulting in the customer's excitement to recognize our value.

Xu: Just a little bit distracted let me think of Yang, because Yang eat litchi. I think from a personal point of view, there is another one to do fresh, I can not advertise him, you and he I feel good.

Chen Tenghua: The customer's exciting point, our brand is the attention degree, home use of the sheets, such as our brand easy to enter, especially the platform of the angle is easy to do, really do want to do a larger time is not easy, for such a category, we are behind the scenes, home textile products are used materials, prices, Color and brand, price and fabric together users are concerned about the quality of their own recognized standards under the price. This is also elegant 100 positioning, a person excited a lot of levels, today see Xu presided over will also laugh, but not necessarily reached the point of excitement, a category is not able to use a relatively more suitable for all ages of people say, is not to the user's itch, this is quite difficult, the user's pursuit of cost-effective, But can this one thing really change the brand, or the brand to worship and pursue it? Apple fans are keen to be guided by Joe, when the leader disappears, the Apple brand let them excited point is not, for us is also a pain point, we did not find the category of the specification, on the user's home textile top grade good preference is very high?

Xu: This two years down home textile category rising very quickly, but indeed some very real problems, the user's choice how to meet, Teng Hua is a brand or vertical electric business is how to meet marketing, marketing is very difficult to sum up.

Chen Tenghua: Online transmission of high-quality low-cost information is more difficult, because the user's pursuit of low-cost, Texture Web page is not easy to transfer, especially home textiles such non-standard, we are also looking for ways to solve such problems.

Xu: I'm particularly interested in your commercial financing, whether the investors to the business objectives have a very clear, this year to do what kind of situation, food and beverage store you now the size and characteristics of the situation, the company's business target pressure with your unique fan culture, products are also very strong, I would like to know about this situation

Hering: First of all because of my personality reasons, today Huang Taigi things I have to say, financing is also the internal structure, come in are small shareholders, how many stores we open to get how much net profit. How much is the net profit we hope Huang Taigi This mode must be maintained in a certain level of net profit, the Internet model before the formation of the traditional industry if the catering will be worthless, marketing is a natural value, Huang Taigi can not do not high marketing, but if we are only good marketing is dead, Today, more resources come in to solve the problem of internal strength.

Xu: Many of our fans and consumers enjoy our products and services, including the interaction between fans and so on, especially interesting. But do you think it's difficult for consumers now to have them come to me to consume or to recognize the brand? Frankly speaking, I also do marketing, previously in Baidu to do marketing, today relative to say 99% I was relatively cool, I am the company's only creative decision-makers, I have experience in marketing, whatever it is , you will be faced with a very simple problem, when you are pushed back by the index in front of the company, you lose two things, first you represent who, in the end for WHO to do marketing, the majority of the market today to show the ads are simple and brutal very mean, to ups and downs in a variety of technical indicators, I went to Alibaba two days ago to do a speech, After receiving a text message, wrote 20 screen text messages, basically expressing marketing people's indignation and confusion, he said a word I was shedding tears to write this message. The marketing department is to make consumers concerned about, now the marketing misunderstanding is the system and the company itself, in the end is the representative of what kind of brand, in who to disseminate what kind of information, who, who and the middle of information, these three points is very important. Today, the point of success is the Huang Taigi marketing pain Point, that is, in the next 100 Huang Taigi can also play the advantage of the same as today, we think jobs sell 100 mobile phones or sell a mobile phone when there is actually only one jobs. We do not add, do not because of the size of the big, and the marketing become messy. I think today's Huang Taigi can only reflect two features, the first is the four dials, we really did not spend money. We want to overkill, marketing to do is the contrast, we are a bunch of internet people run to sell pancakes, we use Mercedes to the total pancake, this is to make everything interesting this is the key to marketing, everything cool This is not copied, because the idea. You have to copy to be able to become fun, such a method of many restrictions will be painful, marketing the pain of the next ten years will not have any resolution. So it's only when you get out of the circle like today that you can do it well without these metrics.

Only the boss really know how to do marketing when the things to play fun!

(APPLAUSE)!

Xu: You were not touched by your speech on the stage, I think it is a kind of show, I participated in a lot, I have seen a lot, but you just said the point of view I am really very touched, I particularly agree with your understanding of marketing, but really believe that we have done, including my own daily with the number of dealing with, I used to be very proud and sad to tell you, I again jingdong do market KPI all over China do not only do the Internet, no one is more difficult than me. The first is the sales index, the second is the number of new customers, the third is LY, these are not difficult, but four indicators together basically put everything together, every week, every month, every quarter to see. From what you just said, but in the enterprise is really difficult, especially the listed companies a lot of financial data and statements, when spent a few billion, talk to the boss feeling, the boss said you feel the mother side!

Xu Xiaohui: Today Xu's spit is very right, because today Xu host, so I can not advertise, I asked the question mentioned in the G-spot, is because the recent adult goods sold in Beijing is better, so in the constant use of this word.

Xu: What is the G-spot for customers?

Xu Xiaohui: I first said that the pain point, is actually two, the first is the brand marketing in that two years has limbo, today everybody if the attention industry news will see, today finally announced every guest good voice cooperation, indeed is a few weeks time quickly finalized the cooperation student's cooperation. This is the brand marketing every guest has also done where the object, this is a more classic case, but this year we hope to be able to re-root of the people of the grassroots of the spirit of the Internet through the good voice of the grafting to solve the two years have been lost, can allow consumers to feel the brand of what the customer is leading the spirit of what.

The second pain point, we are also in the reflection of many people say that the product quality of customers, in fact, in our internal view, every customer most of the quality of goods is good, but the online sale of hundreds of millions of shirts, defective products are difficult to eliminate, the impact of these negative word-of-mouth is very large, because the internet is thousands of times magnified, This year's strategy is to return to the basic, basic, from the fabric, technology and so on all levels to complete the traditional clothing industry is always difficult to complete the task, can make you sell the goods to maximize the quality of the product without flaws, or the flaw is very small, This is actually the people in the apparel industry the probability of this flaw in the Internet has been very small, do the electrical business really love their reputation has done very well, consumers still feel that the pain is not high enough, this is likely this year where the customer focus on the pain point, because the answer to this question only consumers can give, in fact, the G point is very simple, is to be able to the consumer to see where customers can provide not only low price but so cost-effective clothing goods, low price is the Internet more savage under the characteristics of the environment, this evening 11 o'clock online a one-yuan snapped the topic, but also in order to be able to spend money to let consumers feel the G-point cool way In today's competitive environment is also not the way.

Xu: Just and Pengliang talk about the development of the July or August, including the flow of the situation, quoted me just out of the door with a certain mining sales VP said a word, now as long as the price cut 15 minutes later expired. Internet power providers compete to this extent, especially in large categories. We found that 15 minutes a lot of the site is a price adjustment, clothing industry a little better, have their own security, non-standard goods, consumers are cost-effective, cost-effective is a beautiful word, but in fact consumers are stressing prices. I believe that with the development of the future, it may be very difficult to change in the short term.

Pengliang: Just said the pain point and the G-spot, these two points are very good, like Xu This is either the agony or the climax to die, pain dot do marketing has been done for eight years, especially to do the marketing of electricity, encountered a problem of media procurement costs, especially a year or two with 2011 group buying burned a handful of big electric dealers last year burned another , the media prices did not increase this year, but rose to no way to raise prices, such as navigation, one months 10 million of input, the cost of these media procurement.

Our technical and UI departments have not been very good place, and for some time our logistics, distribution, because in the library and expansion, in the logistics to send a lot of return orders. This is really a systems engineering, our position is stronger, but also to the logistics and distribution of colleagues said, need not support. For example, want to play offline ads, I also want to go to everyone's taste to move him, to affect consumers, but to tell the truth to try a lot of times, may be the level and creativity is limited, is really a dozen products, and good price a dozen traffic to go up, or sometimes meet some chance coincidence, very impressed, last year in the cool bar , August to move warehouse, with 360 cooperation, our logistics is a paralysis, and then the end of August to do a crisis PR, launched a cool bar 33 days, there are some cool 33 would have wanted to Ufida head, or the image of the offline channel, at that time the creative and marketing, the same position on the advertising point doubled five times times, Creativity and ideas can be welcomed, but the timing is not easy to find, but to be prepared, once there is a good time to grasp the volume of the overall amplification.

The user's G-spot, although the word that says a lot in the past two years is "user experience", this is really important, but from our feelings, especially at this stage of China's online shopping consumers, a lot of at least 90% of the most sensitive or price, especially gome 27 years of telecommunications, Gome online 80% Sales from the electrical and 3C, its customer unit price is relatively high, when the price moves to the limit, the moment is crazy, we put the Apple 5 to 3999, not only is the inventory sold out, our technical problems negative 4500 single, is a minute, if it is to do the ipad Mini 1999 is also crazy. Two or three-year user's G-spot to use low-cost to pry or often sheng.

Xu: Huang Taigi pancakes won't be particularly cheap. I give Pengliang a little advice, it's not necessarily science, but it sounds scientific, all of the media online under various forms of consumer and final consumption, defined as long-distance and short distance, the shorter distance each day there are dozens of hundred activities, the shorter the marketing distance, the more promotional type, the longer the marketing distance, Just talked about the marketing topic. In 07, when he did not join Jingdong as a marketing advisor to the east, May 07 I talk about the marketing is the combination of rationality and sensibility, science and art, I think Pengliang more time is biased, Huang Taigi marketing to do very good, I believe it is not any standard and so on, or there will be some, In order to make marketing feel good.

Li: Still connect with the present. From the point of view of the enterprise, unlimited mobile Internet currently has no future. It is access, I am accessing the mobile end through a mobile end, the two devices are completely different, must be redesigned as a mobile side of the scene and the needs and experience of the business, is not said to do the problem, slow to do may die fast.

Chen Tenghua: The PC side is mainly to build its own website, as a standard of unification, this side as a landing and implementation of the transaction place, mobile Internet is now the environment, now the strategy is to put our mobile internet so-called main entrance concept of fuzzy. The electric dealer of the vertical class you can't keep a few stores in each category, we will start from our mobile site, with different client network experience on the difference will be very large, we through our account and our interface to provide the function, directly down the single, or other mobile end. We retain the image of the brand.

Xu: Originally I prepared, rational business management perspective, the industry on the micro-letter, micro-letter is a can be drained, with orders. Some say it is a customer management tool.

Chen Tenghua: Micro-credit is definitely not a promotional and promotional tool, personal experience, micro-credit than micro-blog more personalized, a lot of promotional information appears one or two times will delete the account, we are the first customer service angle, customer initiative to find us, we will have personnel to solve the problem, the second angle, It is our topic to be able to narrow the distance between us and our potential target users in micro-letters.

Hering: Most of our people are micro-bo come up, know that I volunteered to find me, Micro bo 70% of the flow is also the mobile phone, the future is to cancel the process of ordering meal. When we talk about micro-letters, we do micro-letters, micro-letter costs are very large, and then there is a lot of to do the service, this is certainly not, I think Baidu released today is very good, let us remember Huang Taigi these three names is very important, do not have to install what micro-letter function account, remember Huang Taigi three words on the good, The problem is that Baidu can't do that. The first is to resolve the flow of information exchange, the second is two visits, all do this is generally business do not go on, we are how to solve the catering business informatization, information is all the machine out of a small ticket, but the information all solve such problems, we want to land to solve all the problems of informatization.

Xu Xiaohui: Everyone is doing the sales type, and every day more than 20% of the sales are from the mobile phone, is a tool, is the user quickly through the mobile phone to buy goods, the other is the department's recent project is to do with Yuehu Interactive information, in early September, Will be online we are going to solve the interaction and correlation based on tens of millions of users is really trying new exploration. 3 April this year pushed the channel, we do a flash purchase, of course, also in the new products, there are similar products do very well, but also do the public platform to get through, do some CRM things, but more mature is the index sales type.

Timely installation also attributed to the business of the coverage of the luminosity is related.

Pengliang: We are also pushing, now the installed capacity is not too large, 3 million, we look through the background of the data, users do is to check the status of the order, in this process, we can push through the client what kind of interested goods, including activities of interest, our desktop on the right things are not the same, is completely two teams, In addition, because offline 1700 stores, we are also actively with the offline store to try, this is launched at the end of this year.

Xu: Here are three questions.

Question: I come from Shanghai to make cosmetics, ask the question is Hering always talk about the topic, I often come to Beijing on business, just said the marketing is a kind of value output, and is currently your personal do you can maintain consistency, we also have a large number of marketing team, we are not the same division of labor, Some marketing also need a third-party company to work with us to do, we manage such a large team collaboration when we can still achieve brand values consistent? In fact, all the bosses have said the way in fact, hope to do some additional.

Hering: The second problem is that there is no solution, the first question is that the future will also involve cooperation with third parties, the question is the first emphasis on the idea of the brain in Who? If these people have the best understanding of the brand, it's good to be a referee. We are only responsible for the determination of creativity is not good, to solve the misunderstanding of the very brain of the third party as a hand, or is only the hand of the third party when the brain, this is easy to appear, the key is the internal, believe that the enterprise inside really understand their brand essence of the general not more than two people, can have a person is the best. Not seven or eight people have to discuss. Today, the ipad appears in the advertising language, the past is never conceivable. Apple marketing So there is a pope, religion is only one pope, there's a pope in your team, someone has to make a decision, don't be creative democracy, be creative, be democratic, die on the road to democracy, ideas need to be perceived, Google is teaching David, he's the creative Pope, All things he does not return to the mail do not carry out anything.

Xu: If the boss thinks you should respect his opinion.

Question: I am your fan, I am a fan of Xu Xiaohui, is also a fan of Xu, I asked Xu Xiaohui a question, 2011 talked about the first moment, this year heard Huang Taigi, let you talk about feelings?

Xu Xiaohui: When I tell you the truth, I was the first time to see the Chang, before also know Huang Taigi, really the following feeling is this is what once wanted to do the shadow of the first moment, I want to do lifestyle brand, for a bunch of people like this way of life to provide products and services, and ultimately to create a lifestyle. I've also talked about things like, how we do microblogs, how to do private city planning.

Question: What is your Huang Taigi after five years?

Hering: Marketing advice, I really don't know what Huang Taigi five years after, this matter I do not care much, I also too ponder, this matter itself is the meaning, Huang Taigi in exchange for what is not important, Huang Taigi failed, was acquired is also possible, but the problem is that this matter itself to maintain this meaning to be interested. I do not know what kind of five years later, the hope can be listed.

Xu: Today time is really very late, thank you very many guests, thank you for your friends, thank us for sending, thank Jiuxian nets, thank you!

Moderator: Thank you, 2013 sent the annual meeting of the independent station perfect finale, thank you!