Xu Xiao: Medium and small-sized enterprises to media-oriented business-to-business enter the mature stage

Tencent Science and Technology (Yao) April 20 news, by billion power network hosted by the Small and medium enterprises E-commerce area of the top event "seventh session of SME E-commerce Conference" in Beijing Shijingshan District Wanda Pullman Hotel Grand. Purple Bo Blue COO Xu Xiao delivered a speech. Xu Xiao said, to adhere to his principles, adhere to enterprising and service.

Purple Bo Blue coo Xu Xiao (Tencent Science and technology with map)

Xu Xiao said: "For e-commerce niche economy, highlighting media-oriented business-to-business into the mature and value-added period." SME E-commerce Professional Data Services and the provision of electronic business marketing solutions to the overall solution to a new level of business-to-business.

Xu Xiao said: "E-commerce is now at the bottleneck stage." ”

Tencent Science and technology will be the event for the live text + micro-blog live.

The following is a transcript:

Xu Xiao: The theme of today's conference is the new model, new ideas and new hopes. Purple Bo Blue as the organizer of the conference, we added a new topic-New perspective, new pattern and new position.

E-commerce is at an exceptional tipping point, and I think the change will come at the same time as the change of management pattern.

The entrepreneurs in this room are wondering what kind of business we end up like. Like Apple, the world's first High-tech enterprise, in 2012, its average employee created 329800 of dollars in profits. What kind of business is Apple? It creates a lot of technology-and-aesthetics products, like ipods, ipads, iphones. Like itunes, a very small free software is the greatest invention, because it links these products to form an ecosystem, to these products injected into the blood soul, the app Stroe nearly 25 billion downloads, and eventually icloud. Real High-tech Internet companies, Apple can influence and change the whole world.

I conclude, this is Apple's philosophy, it is a technology and aesthetic product design, it constructs the network and the ecosystem environment. Ultimately, the service of each end consumer is formed through content and alliance.

In this vast world, now see the most advertising language, what low price, free, big sale, second kill, coupons, these words are the highest exposure rate. I have such an idea, really build a high-tech Internet enterprises, enterprises are designed.

An enterprise is ultimately to create value, I think an enterprise is divided into three levels, the decision level, leader, performer. I have made such a formula that an enterprise's value equals the decision-maker's perspective multiplied by the leader's pattern multiplied by the performer's execution.

How does an enterprise ultimately create value? I say the ultimate mission of a business is to make customers happy. The decision maker's perspective grasps the direction of the company, and ultimately not for low prices, but to provide users with cost-effective products.

The leadership of an enterprise to create the company's pattern, to create happiness for employees, contribute to the community, this is the most simple truth. Just now a guest mentioned that an enterprise is ultimately to make employees happy work, can be sweat and diligence into happiness, exchange value.

Executive layer to adhere to the principle of altruism, to be proactive and adhere to service.

So through the subtitle of my speech, an enterprise how to do, to have a new perspective, to form a new pattern, so that enterprises have a new position.

Back to today's theme, E-commerce extends the niche economy. I have three points today: first, to use my point of view to interpret the new perspective of the Internet world, and second, to understand the new pattern of electronic commerce broken. I personally think that E-commerce should return to the enterprise; third, the new course of the SME electric business

Summing up the new changes in the Internet, the first keyword should be the Internet to create an equal environment. Because the Internet information asymmetry, search became the first portal of the Internet; second, the Internet advocates freedom, although Weibo will be temporarily closed, but also towards an equal and free environment. The Internet finally enables users to really grasp the right to choose and eliminate; the third key word is innovation and integration. Because I also do the technical origin, in the past we said to learn physics, traveled the world are not afraid, to do scientists. In the past, we engaged in scientific technology innovation, which is the thinking of the industrial age. In the internet age, I think the application of innovation is the network era of thinking mode, to truly user-centric innovation.

The new thinking model determines the new gene, the Internet is not a simple advertisement, the media, only this kind of advertising can be as close as the consumer. The interconnection has become the marketing channel of the enterprise, finally can integrate into the whole process of the marketing, whether it is business-to-business, Business-to-consumer, or O2O, these already explained the marketing process of the enterprise already with the Internet together. Eventually, the Internet can integrate into our lives. Now many people in addition to eating, other life needs can be done through the Internet.

In the second part, I interpret the new pattern of electronic commerce breaking up. Today's E-commerce platform has four kinds of strange elephants: first, cut meat. Early E-commerce riders, are capital mania. 2011 1 to June, the entire E-commerce financing volume has reached 837 million. In fact, the domestic business-to-business Web site, providing services to the enterprise already has 9,200 enterprises, including engaged in business, Consumer-to-consumer, data has broken through 15,000; the second is blood. Because there are so many companies, so many internet enthusiasts into the internet, causing a lot of bubbles; How can electric business enterprises see the dawn of profit. The purchase cost of an enterprise is 70%, and the marketing cost is 50%, the operating cost is 8%, the logistics cost is 4%, the direct loss is 32%; four, profit. Now all the electric dealers want to do the platform, do the media, not only sell goods, but also sell the store, the remaining traffic as a advertising position to sell. Now everyone wants to do all day cat, Amazon, to rent counters, rental system. Today's theme is small and medium-sized enterprises, I think to play their advantages, choose what to do is our desire, but choose not to do what is our mind. We should make use of the minority economy, interact with consumers and extend the economy of the minority.

In this case, I think e-commerce to return to the tradition. Because in the Great Leap forward era, actually want to return. The internet has four kinds of models, has the platform, the comprehensive mall, the vertical electric dealer, the brand electric dealer. These four patterns are beginning to have similar manifestations, but the differences are very large. There are a lot of representatives of enterprises, but summed up, I personally think there are only two differences, and ultimately also two forms. One is Amazon mode, to IT system capacity to do traffic and provide management; the second is Apple mode, do professional products, provide the most professional services, the Internet is marketing channels, marketing channel, is to provide consumers with services and innovative means of connectivity. I think there are only two modes of business in the future.

As each of us, in addition to the entrepreneurs here, there are consumers, the rapid development of Internet e-commerce, online shopping has become a lot of people's life habits. Including myself, most things are purchased online. E-commerce in this industry tends to calm, but the market space is still very large. China is also entering a fast-consuming era, with China expected to become the world's largest consumer market by 2020.

At present, China's personal consumption expenditure accounted for 33% of GDP, Europe and the United States on average over 60%, the United States reached 71%, there is a lot of spending space. The state also takes consumption as a positive incentive policy. It is expected that by 2015 China's network market space will surpass the United States and become the world's largest. For small and medium-sized enterprises, including entrepreneurs, how to play the advantages of enterprises in the Internet, E-commerce space is very large, I think the platform may tend to calm, but as entrepreneurs, through entrepreneurs to get the largest market space is very likely.

Since the return to the tradition, I think E-commerce in the final analysis is electronic plus business. A lot of E-commerce platform, including Business-to-business, Business-to-consumer are doing platform, very broad extensive flow management model. As far as possible to obtain traffic, the station's advertisers to carry out the flow of distribution, to help advertisers to carry out the flow of cash, the remaining flow to do the media. Whether it is to obtain information or to provide advertising services, I think the essence of E-commerce is the media. Behind the media is computational power.

As a business, another model is to do the brand, the brand through the Internet to flourish. The core of the brand is the user, the core of E-commerce is also business, the core of the business is the supply chain, the core of the supply chain is turnover. I used to do supply chain services, supply chain has been required inventory turnover and capital turnover, turnover is the key to profitability.

An SME how to carry out e-commerce, the existence of an enterprise is the operator, and enterprises need to manage the changes in philosophy. We are ultimately through the Internet to provide services to people, people are thinking of animals, what is philosophy? Philosophy can give a person's personality, the right business philosophy can give enterprises excellent character.

I think the enterprise on the one hand in the operator, the second aspect, operating a business is also operating products. Good products to meet the needs of users, better products can bring joy to consumers, bring hope.

There are three words to you, the first sentence is resonance, as a business, your products can be closely combined with customer demand. At the same time to deeply understand the needs of users, second, to focus. The entrepreneurs in this room do not understand advertising, do not understand the media, do not understand the electronics, but you understand the product; The product is instilled into the customer's mind through professional and innovative means.

Why does electronic commerce extend the niche economy? The economic model of the Internet is the era of fragmentation, information can be symmetrical, can be selected voluntarily, can communicate in real time. Finally through E-commerce, we connect with consumers, user-centric product innovation, the professional way to instill in the user's thoughts.

I think there is no difference between online and offline, are network, interconnection is the network, the traditional enterprise to form a network of people, media network. When a person is shopping, can be online and offline for full interaction.

Ultimately, we hope that an enterprise can construct its own ecosystem through electronic commerce. What is the core competitiveness of an enterprise? A website is like the face of a business, how much will it cost us to maintain our own face in this life?

I think a corporate website has four key roles, the first is brand communication; the second is the marketing channel; third, do a good job of brand marketing; four, good user experience and service. Through the portal, video, network clients, micro-blog for the spread of the brand. Of course, now can also be in a more professional electric Shangping platform to build brand stores, but open shop is not the main purpose, but to carry out the flow of access, customers will precipitate to their own web site, the final choice of professional service companies to professional cooperation, the Non-core business outsourcing. Of course, when the final profit, to do a good job online direct and offline services.

The company's itunes is CRM, SCM, ODM, EDM, which is connected to all media itunes, and ultimately enables enterprises to achieve real product innovation.

What kind of talents do internet companies need? I think the core is the need for data talent. Because you can get business inspiration through data logic.

A small and medium-sized enterprise E-commerce has four aspects of the core competencies and core links: first, enterprises to establish a good way of thinking, to be able to innovate from top to bottom, and second, to have a good understanding of the electronic ability. Do not have to do their own media, but to have a good data capacity, operational capacity, supply chain management capabilities, computer services, the third is organizational security. I think the business of doing e-commerce should be the general manager of the project, pay attention to the training system of talent; Including the order conversion rate, order costs and so on. The core is the push of technology and data.

Thank you!