Xun CEO: The electronic Business in the open profit in the closed-loop control shelf-life

Tencent investment Xun began in 2010, the 2012 Tencent basic realization of the easy to control holdings. In fact, Tencent is very early in the electricity business. 2005 began to do Consumer-to-consumer, and then continue to expand. From 2008 to 2009, the electricity quotient was relatively hot, Tencent also cast a lot of enterprises such as Xun. But what does the electrical business do in the whole field? It didn't seem so clear in the past. As you can say, Tencent has a very good electrical business resources, but it has been difficult to break through after a few years of running. Like Consumer-to-consumer industry second, but on the scale of Pat and Taobao is too far away, even negligible, so the situation is very embarrassing.

But Tencent did not give up, after 2010 investment Xun, really from the internet fell to the circulation of retail industry to observe the industry. After a couple of years of collision, http://www.aliyun.com/zixun/aggregation/7660.html "> Tencent's strategy has been relatively clear use of proprietary system to establish word-of-mouth, bring flow, while using an open platform to enrich products, enhance profitability." This is the whole idea of ECC (Tencent Power Company), of course, the future of ECC will not simply do the physical electricity quotient.

In the future, after Tencent's big business, most of the profits will certainly come from an open platform. But today the whole open system of the electric business, whether the cat or the east, the open scale is relatively large. Users to buy things, merchants direct delivery, as to the quality of goods, how effective, the final service how, can not achieve closed-loop control.

But from the Xun point of view, today can survive in the industry, because there are some differentiated services and good reputation. We are the first to do the domestic day, three send, and then sent three days from east to the country, and now South China, North China also began to do a three send.

We feel that these still have to hold on for a long time. If you can not hold today Xun and Jingdong there is no particular big difference. Again, this is the user experience can not break the bottom line.

The consistency and standardization of services throughout the terminal is the first line of Xun. Especially in the distribution of this end, if the goods do not enter the Xun warehouse, at least into the logistics link, through the Xun unified distribution system to distribute it. In the last link, let the customer perceive that there is no other business exists, the feeling or easy to express all the same products.

Second, Xun must be able to control the quality of goods. The first thing to ensure is that the merchant is a select merchant and must accumulate goodwill for his merchandise. In the future, we will have credit control over all commodities. We look forward to 20% of the merchandise will be able to complete 80% of the sales, so that 20% of the goods into the Xun warehouse, so I can carry out a quality control. Another advantage is that, because the distribution is carried out by Xun, Xun can reverse control in the final payment. This will at least make sure that businesses don't have the guts to try something bad.

Third, Xun hopes to have a unified operation. In the presentation system, use a relatively consistent experience to minimize the supplier's own impact on customer choice. For example, in Taobao, search for a product will have a lot of results, there are countless businesses behind. Xun will be more focused, don't let users feel that I have to choose countless things. So Xun choose the merchant will not be many, the same commodity not too many manufacturers to provide, but the goods as far as possible can have dislocation.

Some people may ask whether this will affect the enthusiasm of the business. Xun how to attract merchants to give you the best goods?

Actually think about it, why do business with you understand. Online, some shopping malls in the desolate, some local façade in short supply, waiting for two years in line, which is the most essential difference? The first is that this place is not in line with the business platform positioning. The second is to enter the future can achieve sales purposes, and I make the process of making money is very simple.

Xun in the open platform flow is actually more than shop 1th, Suning easy to buy, the entire UV and when it has been relatively close. But we are not anxious to do development on the platform, we hope that when the day open, the bottom of this platform is relatively mature. The advantage of the lower level is that, whether from the system or service support system, the merchant comes in easy to do business. Like now some businesses say, "You have too many platforms, but also QQ online shopping, but also Pat, Xun after the open platform to do what we do?" "This problem must not happen again.

I have a few final hopes in the future. First of all, as long as in the Tencent system, no matter Xun or where, the underlying system must be through. The same business does not need to do two times, and then we put these goods from a larger platform selected to the easy to open platform, so that businesses do not need to spend extra effort, just a more sales channel.

Secondly, we still hope that we can raise the platform a little bit bigger. After the user comes in, a certain type of target sales will have a certain transformation and flow structure. That is, as long as the merchants come in, as long as your goods are good, you can achieve a certain amount of sales. When the platform is bigger, the proportion of traffic in a certain category is fixed at some time. At that time business turnover depended on two points: the conversion flow of the platform and the number of merchants in the category. We hope that through the proprietary platform Low-cost authentic, fast delivery and other Word-of-mouth can aggregate more traffic, so that users stick to the Xun platform for a long time.

The opening of Xun should be a gradual, relatively stable process. First, under the open system, have consumers been more satisfied? Second, can businesses be simpler to do business here? As long as the two points can be solved, the open platform will be successful.

In fact, Xun has been a company from the inside out. Founded in 2006, Xun only do high-end PC game peripherals, SKU only hundreds of, we are very professional, all gamers know us. For example, the mouse, there are all kinds of world famous brands, are the most professional, a mouse may be 500, 800 pieces. This professional product management, will aggregate gamers come over, but a player came over, his needs are very diverse, we also expand. Along the context of user needs, easy to gradually epitaxial merchandise, from game peripherals, high-end game peripherals, into PC hardware, small it digital, and expand to small household electrical appliances, everyone.

The pattern of change should be more purposeful and consider how to shift to certain categories. First of all, we stand in the Xun big strategic background, to the standard category of goods to do a good job. Non-standard class Xun will not be self-employed, will be open through the joint venture. Organizational structure, commodity division has become a product division, now has department stores division, 3C Digital Division, Communications Division and Home Appliances division. The business unit makes it possible for some goods and businesses to make rapid decisions in a smaller area.

Second, we also speed up the national warehousing and distribution of the layout. Just talked about self-employment, you have to build word-of-mouth, grasping flow, at the same time we want to develop the bottom of the warehousing distribution. These two things are the future of the entire agile strategy in the matting.

Once you put the market position from a relatively intensive market to a larger category of ordinary markets, its depth will gradually become lighter. So "the leader does not need to have personality, the pursuers must have personality", the essence is the same.

The previous Xun is very simple, first of all, the resource density of a certain area to the highest, so as to ensure that in the competition with the big crocodile, in that area will not be bad. Although they are very large, there must be a density in the country. If I aggregate resources in a relatively small range, my resource density still has a chance to outdo him. On this basis, I have a way to win, a bit like a needle, I have to sharpen it sharp enough.

In the process, Xun special attention to a few things. The first thing, all of our business and production process, must be a process, the flow of the back, I want to standardize, standardized behind me to do information. Second, we are in the design process and business model, pay special attention to a concept, "magnify without losing true", which is to expand the quality assurance. The other is in the organizational structure, easy to set up a new Area development committee, because in China it is difficult to use a completely cured mode, to the country to replicate, but you have to ensure the controllability of replication. So in the form of a committee, it must be given a certain standard, while giving it some flexibility.

In other words, you do not earn money, can be the embodiment of business ability, can also be the embodiment of your strategy. There are two concepts, one is called low price, the other is low cost. Low cost is a kind of ability, in this capacity, a company continued to lose money is a very important thing, Tencent has this ability. But also have the ability to create their own efforts, such as Xun do one day three send, this is not Tencent can give you.

So far, I haven't found any Xun to learn. Just say the first start is later than others, this is an objective reality, second family size than you, this is also an objective reality, you have to admit. So you have a lot of things to do worse than him, there must be something better than him, you have the opportunity. For example, Xun previously said "pay", now to the user "24-hour Price guarantee", the cost of my return. I think these are the things that can be implemented. If today I claim to go with Jingdong price war, I discount is higher than Jingdong, and then pull up the price to play a hard discount. The trick is that consumers are looking at it so much that it doesn't mean anything.