I want to know Mr. Ma Yun's classic speech.

Information flow, capital flow and logistics

65438+February 65438+July, Ma Yun made a special trip to Beijing to attend the Harvard-Tsinghua seminar on "Management in the Information Age". Harvard Business School and Tsinghua School of Economics and Management visited well-known domestic enterprises, compiled real and vivid cases of China enterprises, and were selected into Harvard MBA management case base. Alibaba's business management practice was selected into Harvard teaching plan twice in a row and was invited to communicate with Harvard-Tsinghua senior managers three times.

The field survey found that more than 90% of the participants gave high marks to Alibaba's vision, innovation, strategy, team and other important indicators, and many even gave full marks. Participants in this year's training program are all heavyweights from famous enterprises, with an average working experience of over 65,438+05 years and the company's annual sales of US$ 5.2 billion.

A record of Ma Yun's dialogue with senior executives;

Ma Yun: Alibaba has been getting better and better in the past two years, and it has changed a lot in these two years. From more than 200 1 100 employees to more than 200 employees now, with more than 2.5 million members. No matter from the comprehensive indicators or individual indicators, we are far ahead in the global B2B ranking, the second peer is far from us, and the number of members in the second place is less than 65,438+10,000.

In terms of profit, Alibaba's annual goal in 2002 is to make a profit of one yuan, and this year's goal is to earn 654.38 billion yuan a day. In fact, this year's cash profit will exceed 654.38 billion yuan.

Someone asked, Alibaba is no worse than any listed company, why not go public? That's because we are not in a hurry to go public now. We must make it more perfect and serve our customers better.

In the next three years, we have three goals: First, to be the most satisfied company for China customers. From process to strategy formulation, we always adhere to the principle of customer first. To this end, this year we changed the ninth of the nine values "respect and service" to "customer first", upgraded it to the first value, and defined it as "customer is always right". Second, employees are the second, and we want to be the best employer company in China; Third, shareholders are the third. Starting from tomorrow, 65438+ 10/,1, whether financial, legal or otherwise, the company will strictly follow the standards of American listed companies, and Alibaba will be the most transparent company for investors.

Student A: Alibaba is different from other similar service enterprises. There is no support from traditional industries, but a pure new economy, which is completely built on the Internet. What advantages does Alibaba have compared with its competitors?

Ma Yun: Two years ago, someone said: * * * * (the website opened by an international trading company) will definitely work. Because it is supported by traditional industries, Alibaba will definitely not. Alibaba does not have a complete offline trade chain, but * * * has a complete chain. But Alibaba survived and the website died.

Alibaba's success is due to our long-term strategy, distinctive mode, and different operators from the mainstream, such as the success of Microsoft and the success of China Glance microwave oven, which have all created brand-new business methods. This innovative way is not used by the existing mature large enterprises, and even if it is used, it will not be completely adopted. The chances of new enterprises not following the old routine will be much greater.

Now the information flow on Alibaba is very strong. No matter what you want to buy, you will find it when you come to Alibaba. We have established a huge trade market for buyers and sellers on the Internet. This is our first model, called "Meet Alibaba". Businessmen have a mentality that buyers always want to find the best sellers and sellers always want to find the best buyers.

Lecturer: What do you think of Alibaba's "foresight"?

Student's point of view A: Alibaba's model is innovative. They saw that there were a large number of manufacturers and a large number of foreign buyers in China, and they took advantage of the rich information on the Internet to create the Alibaba model.

Ma Yun: Alibaba is doing well because it is different from B2B in the United States and other countries. Save money and time for the enterprise. In China, Alibaba helps SMEs make money.

Before anything starts, we should think about what kind of value we can bring to our customers. Only in this way can we walk for a long time. When we established this market, we knew it was a matter of time before China entered the WTO, not whether it could enter. The first few years after China's entry into WTO were export-oriented, and the next three or four years will definitely be import-oriented. One of our future strategies is to help China enterprises import foreign products, which can be sold to China. I am optimistic about China's import strength in the next five years.

We are the strongest enterprise in the field of export services in China. When the British Prime Minister came to China, he specifically asked to see Alibaba. The Japanese Ministry of Economic Affairs regards us as the first partner, and now our offices in the United States and Geneva are dealing with importers. Our model is that China not only exports to the international market, but also imports from China. In addition, our trade with South America, the United States and Japan will also be carried out on Alibaba.

E-commerce is divided into three stages. What Alibaba is doing now is the first stage of "information flow", the second stage is capital flow and the third stage is logistics. Before establishing credit online, no one will really do business online, so we will establish a credit system online. The bank is now working to establish a capital flow system. I think we can try to do some transactions online in three years, but not now.

If Alibaba really wants to solve the transaction problem and gain benefits from it, it must first pass the test of integrity. Without honesty, no one will do business online. Therefore, establishing integrity in the past two years is our main direction. So far, more than 30,000 enterprises have applied for certification services on our website. After China's entry into WTO, there are 1 tens of thousands of enterprises in China that can or plan to export. At present, less than 4,000 companies have become suppliers of Alibaba China, and there is still a lot of room.

Lecturer: What do you think of Alibaba's "strategy"?

Student A: Alibaba serves small and medium-sized enterprises. Without Alibaba, SMEs may do business through various traditional channels. With Alibaba, enterprises can do business with the world through Alibaba with little cost.

Student B: Alibaba's eyes are fixed on customers, and it won't spend too much energy to deal with competitors. In this way, their focus is to serve the enterprise wholeheartedly. Large and medium-sized enterprises usually have good information systems, while small and medium-sized enterprises have limited information sources. The emergence of Alibaba now provides a good channel for SMEs, and this information is very attractive to these SMEs.

Ma Yun: In Alibaba, the interests of customers are the most important, followed by employees and then shareholders. In the company's business structure chart, we are an inverted pyramid, with customers above, front-line employees below, middle-level cadres below and CEO below. I spend most of my time traveling around the world and communicating with customers. Customer satisfaction and update rate are very important for enterprises. The stock of a B2B website in the United States suddenly dropped from more than 200 dollars to more than 10 dollars. His core problem is that the renewal rate is less than 5%. Alibaba's customers will not give us a service fee of $5,000 a year because of the high level of sales staff, but because this $5,000 really brings benefits to the enterprise. 78% of our customers paid $5,000 last year and $8,000 this year, because the number of our buyers is 65,438+of the number of our sellers.

Second, after becoming a customer of Alibaba, you must receive training. In the first quarter of next year, we will set up Alibaba College to train company cadres and customers, and the company and customers will grow together. Now customers come to our company for training every month, or we go to various cities to gather customers for training. The training content is not only the use of Alibaba, but also the management art and the growth of small and medium-sized enterprises. In these courses, we already have the conditions to open Alibaba College.

Student D: Excuse me, what is the main revenue form of Alibaba's current services, including advertising, trading or credit services, how is its performance growth, and what is its expected goal?

At present, Alibaba has four websites: Chinese website, international website, Japanese website and Taobao, with 390,000 buyers. At present, one of the main sources of our profits is international websites that help China enterprises to export. Today, put the news of selling "microphone" on the Internet, and thousands of microphone buyers from all over the world will contact you. Such enterprises are our "China suppliers" users. We charge $5,000 to $8,000 a year, and employees will visit the enterprise. Only when you meet the export requirements can you become our client.

There are 6,543,800+8,000 enterprises engaged in domestic trade on Alibaba China website. We provide "integrity" service with third-party certification, and we will provide integrity records online. Three years later, a company asked you to do business. The first sentence is: who have you done business with? What's your comment on this? Any bad records?

Taobao is a personal trading website launched during the SARS period, and it is now in the middle stage.