Zhang Yong said, whether it is a PC or mobile electric business, I pay more attention to two aspects of change

' Whether it's PC or mobile, I'm focusing on two changes: the way consumers connect and the supply chain upgrades, ' Zhang said. Whether it's a new type of electric dealer or a commercial upgrade, both sides are indispensable.

Ali after the listing of the first "double 11" curtain is imminent, Hangzhou's base camp is the Spring Festival evening before the rehearsal state. The day before yesterday, we saw the "double 11" founder, Ali Group Coo Zhang Yong in the Hangzhou Ali Park. In an exclusive interview for nearly two hours, we talked about the origins of "Double 11", the pain that has been experienced for six years, and the true "double 11". More importantly, he also partially spoilers this year's program OH.

Play the tricks of the game

The former two Tianma general (Ma Yun) asked me, this year you estimate "Double 11" how? At this time, I usually tend to be more conservative in not expressing opinions. Of course, we will have a lot of fun things, such as some employees and even management, to do some simple quiz game. In accordance with the Convention I do not participate, I will give a prize. Whoever guesses the absolute value of the nearest final number can get the jackpot.

This year's "Double 11" focus is on wireless, globalization and platform. The trend is unstoppable as more and more users participate in the "Double 11" on the wireless side, consistent with our judgment. But user behavior is very different between PC and wireless, which is a new challenge for us and we will try to adapt to this change this year. For pad, mobile phones and other models have made plans, such as taking care of users in the weak network open speed, the content of fluency, not just to move the PC things to mobile phones, but let the wireless end has a unique experience. But also to allow users to smooth across the screen, this year, "Double 11" is Tuesday, the most likely scenario is that users sit in front of the computer in the daytime, work home on the road with mobile phones, lying in bed before bedtime is also in the use of mobile phones.

As a platform, we also want to let more people participate in "Double 11", liberate the business and partner productivity. This year, hundreds of game developers have been doing a lot of interactive games, and we're offering tools such as shops, which they think fit into their own stores. Including red envelopes, we want to send a pattern every year, this year will be through some star-like way to spread.

In terms of Cross-border logistics, we have sent the whole batch of goods from abroad to Guangzhou, Ningbo and other bonded warehouses, and then split into small bags. We use Cross-border Pilot policy to bulk customs clearance to support this year's "Double 11" globalization.

"Double 11" to today's popularity has been very high, this year when the brand reminder is very important, but also to do some benefit point of design, so that everyone has the power to come back, we also did some "double 11 shopping strategy" of the hot spread. A full range of warm-up activities is to make people feel that I am a member, I also want to participate in this festival, this is very important.

In addition to the low price of gravity, this year "double 11" different categories will have different play. such as cars, online and offline integration, including the integration of financial products. Some high-end cosmetics brand dozen 50 percent impossible, but also actively participate in double 11, through the member marketing to the old members more benefits. The game is he to decide, not I rule must 50 percent. This year, our development in high-end brands is very rapid, in turn, we also have to respect the laws of their respective industries and rules of the game. Cannot be forced to demand a price of 50 percent because of the large scale of activity. Clothing industry is also so, 2012 ago, Uniqlo does not participate in "Double 11", I feel very good, this is the brand's own choice; after 2012, Uniqlo is willing to participate, and actively participate, that is their free choice.

From one activity to a festival of the whole society, it is not an easy thing. We are in the consumer to let "double 11" into everyone's yearning. Just like the new Year is only one day, but the eve dumplings is also the new year. This psychological expectations of business and emotional stimulation is very important, we are now doing the final warm-up and foreshadowing. The other end is the business, consumers are more and more enthusiastic, business also more and more input. Every year there are new businesses involved, they are real rookie, have never been on this field, need to share some of the systematic experience of the summary. Finally formed the atmosphere to create a "double 11" Now the scale, if a model, not Ali today's platform model, only rely on Ali company A simply cannot form such a festival, and ultimately reflects the great value and potential of the ecosystem.

Last year, some businesses reflect the weakness of the state, so this year we will be on many occasions to pour cold water on the business. Quarter Four is a very important time window for businesses, but we value the usual and "double 11" better combination, rather than the amount of a year in the "Double 11" This day to complete, which I think is not normal. We hope that more businesses will be able to look at this matter calmly, we do not want to store a lot of goods, and finally sell, but also slowly consumption inventory. Now we will guide the business to take this matter rationally.

Six years of pain.

The origin of "double 11" is very simple. At the end of 2008 I was the CFO of Taobao, and also the general manager of Taobao Mall. Taobao Mall was founded in April 2008, the development speed is not fast, the entire industry is also in the deaf stage. And we have a great trouble, is that Taobao is too famous, these two words almost no one knows. "Taobao Mall" as a new business, the identification is very poor.

We are also engaged in a similar to the U.S. Thanksgiving event, through a so that everyone can participate in the events of marketing, let users remember us, but also let merchants to increase the importance of Taobao Mall, and finally from the third quarter of the electricity business season selected November 11. 2009, I do not know what Singles Day is, but I am interested in 4 1, because my birthday is January 11. Singles Day All right, everyone online to buy things, it became a marketing gimmick. In the past few years we all called "Singles Day Big Promotion", only recently everybody called ripe "double 11".

2009 the first "Double 11", only Taobao mall in Li Ning, Lenovo, Philips and other 27 businesses to participate, but beyond all expectations, the entire platform turnover is 52 million yuan, which is the daily transaction of about 10 times times. We did not think that the business also did not think the Internet aggregation power so big. That morning, the goods are sold almost, a lot of businesses temporarily to the line replenishment, and even the chairman Shong directly from the dealer ground store temporary transfer to the Internet to sell the phenomenon.

There was no current logistics scale, but the sum of 52 million dollars was not big enough for them to feel no sense. The second year, the turnover reached 936 million, this number is not small, logistics began to feel pain. 2010 "Double 11" logistics is the most painful. Then we sum up experience, not in time with the logistics partners to coordinate well, so that they have sufficient preparation to take orders, including the Merchant's own warehousing also appeared a problem.

The thing we do in 2011 is that the technology platform includes Alipay's payment system that can withstand a huge eruption. Over the past few years, we are most proud of is not the number, the most important thing is that our entire technology platform is the world to support real-time transactions the most fluent system. Last year's "double 11" peak, we can do 17 million people at the same time into the audience, generate 50,000 orders per second, the system Kuiranbudong. This is to have a certain technical background to achieve.

In the first two years, double 11 will fill the system. As we get more technical and ready, the team will challenge us, "well prepared, why didn't you pull us out?" "Double 11 of the smooth completion, is also the result of many team cooperation within Ali."

But we have felt a lot of pain during the period, and the technology accumulation is a process. 2012 "Double 11" because of some technical problems, there are local businesses oversold phenomenon. This is a big event that should be avoided. Although today's model determines that we do not own inventory, as a platform we still need to do our business for the accuracy of inventory. Ali the first cloud is electric Shangyun, now Taobao, cat business orders are running in our poly Stone Tower, to provide business real-time data processing and computing capabilities. Last year, "Double 11" 200 million of the order number, we achieved 0 oversold.

In the last few years, I've spent the opening of "Double 11" with the technical team, even though I don't know the technology. The most important thing to start with is whether the technology system can support the opening torrent, and it requires some timely decisions. You can hardly imagine, the first year "Double 11", we even did the site black and white backup plan, later useless. Very emboldened to say, now no need for Black-and-white plan. Generally after two o'clock midnight, the first wave of the peak is over, and I will rest for about two hours. After the morning, my personal habit is to keep quiet, to have time to study various dimensions of data changes, access to macro-market data and information, to find abnormal problems in order to make judgments.

I used to say that when you hit a big number and reach a business goal, everyone is happy. But the happier you are, the more calm you will be. As long as the "double 11" that day does not end, anytime and anywhere may appear unusual situation, must remain calm. But there are moments of relaxation. I sat on the balcony of my former office building in 2012 and took a picture. They went to the streets, knocking on the trash cans and marching across the corridor. They must let me go, I said you give me a break. I ran to the balcony outside the office and sat down on the steps and smoked a cigarette.

Before 2012, more is from Taobao Mall changed its name to the scene of the day cat solo. In the 2013, the mood of all the companies in the electric business was mobilized, and they all joined in the business and became a big day for the whole industry. Many of the offline department stores are doing the same, and last year the cat and Yintai made a O2O attempt. Everyone's understanding of e-commerce in the change, O2O two O is already an O.

We also have a process of understanding the "double 11" and begin to feel that it is just a promotional event. A few years later, I found it was more than just selling goods. Consumers are increasingly recognized, "double 11" has become a holiday, the theme is not only discounts, there are a variety of play, interaction. For businesses, service providers, logistics, in fact, is a major industry training. During the rapid development of electric business, this year's peak is next year's constant.

The future of electricity dealers

Over the past few years, we have vigorously promoted the wireless Taobao, in the Alipay purse has also invested a lot of power. This is closely related to changes in user behavior. Have to admit, our team has been very large, the park has more than 10,000 people, the entire Ali has more than 30,000 people. How to guarantee fast and flexible organization mechanism, this is also our very concern. Second, forget about the PC. Because you have a lot of successful experience on the PC, there will be a lot of curing ideas. In the past few months, the rapid development of mobile phone Taobao, because we have organized the cutting, unlimited team focus on wireless only, based on mobile phone innovation, do not always think of balancing pc and wireless. There may be some inheritance, but there will be more space and a quick response.

Taobao has 307 million active users in the past 12 months, more than the nation's population. I remember when I was listed in the roadshow, I was asked whether Taobao is only selling low-priced products, or just a part of the user's needs? I told him that our user base is 300 million, which means that the user structure is very complex, which has different consumption capacity, different preferences, propensity to consume people. I will also pay attention to a lot of new electric companies like pocket shopping, although the size of other players in all industries is not an order of magnitude, but does not mean that we can ignore others. In turn, we're going to learn from them how they can provide value to a specific group of users. Many of our experiences also come from customers and partners, "from customers, to customers, to customer service, to Customer learning", which I said at the staff meeting.

Whether PC or mobile, I focus on two changes: the way consumers connect and the supply chain upgrades. Whether it's a new type of electric dealer or a commercial upgrade, both sides are indispensable. In the future, there is no physical category, the service of the electrical business, is the upgrade of all businesses, is essentially the way consumers connect.

My point is that the electricity Quotient 1.0 concept pays attention to connect with the user, the Internet biggest benefit is the aggregation demand, lets the information be transparent. 2.0 is a mode of supply upgrade that allows it to match demand aggregation. In fact, any business itself is a match between supply and demand. Double one is a very interesting example where we match demand and supply at a high point and finally form a turnover number, which is a way of matching.

Electricity Quotient 2.0 space is very big, but the difficulty is also higher. Because the whole supply chain coordination mechanism change, involves many enterprise's origin question. Upgrades from 1.0 to 2.0 are a combination of supply chain synergy and consumer operations from pure consumer operations. This is the direction I see in the industry.