Comment on the Battle of E-commerce 6 (2)

Reflection on the Battle of E-commerce 4 China No.1 Electric Businessman is not Ma Yun, but Lao Rong's 8848. In the case that the national Internet foundation is extremely low and there is no e-commerce. The old banyan tree became a martyr. Followed by Ma Yun, Ma Yun's start was not smooth. At first, he was more like a rogue full of nonsense. However, with the development of the times and Ma Yun's continuous exploration, e-commerce came into being. Here I want to mention a platform of Ma Yun for free.

People in China like to take advantage. As long as we can take advantage, everyone is scrambling, big or small. At the beginning, in order to stop the powerful Yi Bei, Ma Yun took a partial road, and fortunately found Yahoo, a good partner, to support him in the rear. As far as the platform is free, many e-commerce companies are imitating it now, thinking that there will be profits with a customer base. I don't think Ma Yun's strategy is imitative. First of all, at that time, e-commerce was still in the ignorant stage, and the citizens did not understand the e-commerce Internet industry. At that time, the conditions did not yet have the formation of e-commerce, and it was only the enlightenment stage. Second, the platform has low free cost and few competitors. Don't do this, everyone is beating their opponents for popularity, traffic and occupying a favorable market in advance. That money is not called flowers, it is called burning.

Therefore, I said that success is unrepeatable, and success needs the right time, place and people. As Heraclitus said, it is impossible for human beings to step into the same river twice. English: No one will step into the same river twice. Time and place have passed, and people can't be the same again.

There is also a brand that runs very fast. For the sake of brand awareness, everyone really tried all kinds of clever tricks, such as handsome guys sending flowers, wearing dinosaurs to send express delivery and paying attention to customer experience. But I feel like fireworks. No matter how dazzling she is, it can only be a moment. When the fireworks are exhausted, they will eventually return to products and values. Fireworks have the function of attracting users. But focusing on fireworks is a bit beside the point. What we are talking about here is the old Vanke and Lei Jun's Xiaomi. Chennian said in the program that when Vanke just succeeded, everyone was a little carried away and did not pay attention to the product and customer feelings, which led to the decline of Vanke. But now I have returned to focus on products and value, which inspired me that people should not get carried away at any time. What can win customers in the end is the products that really care about the user's feelings, product value and reflect the user's sense of existence. Maintaining the stickiness to old users, relying on word-of-mouth publicity is more reliable than any money-burning advertisement. millet

The cost of e-commerce, in the program, various e-commerce giants said more than once that the cost of e-commerce is cheaper than offline. I want to keep this theory, which I think is a bit one-sided or exaggerated, especially at present, e-commerce depends on traffic, in order to drain all kinds of advertisements, all kinds of promotion, all kinds of price wars, logistics costs and labor costs. I think it may be cheaper than offline, but it should not be as much as the bosses said. Feel the moisture

The battle for capital. The last episode was about capital. At the end of the program, it is also said that the seemingly superficial e-commerce war is actually a contest of capital behind it. Without the capital behind it, there would be no e-commerce today and future. On the road of killing e-commerce, it is said that there are many ghosts. It seems that CCTV mentioned that the reality is far more cruel than the program description. I think YY is a fierce war. I have always admired Ma Yun. I feel that Ma Yun is playing a strategy, and every attack is leading the development of e-commerce. He is also more upright and decent. Like Alipay, which was originally arranged, and Yu 'ebao, which was later arranged, incited the system optimization of state-owned big banks (the possibility of reform is not great, and the state will not decentralize the banks to be fully market-oriented), and there has never been any scandal. Brother Dong, it is really unnecessary to fry JD.COM with the help of the milk tea girl. Before that, he also said that Ma Yun's public relations team was vilified. After the truth came out, Ma Yun didn't say a word. JD.COM also changed the mascot into a dog. Obviously, everyone knows Si Mazhao's heart.

The capital behind JD.COM and Alibaba is very strong. Both of them are very wise in controlling capital, and they also have a good control over the equity ratio. However, I still vaguely feel that Alibaba has one strategy after another. He has experimented with burning money to grab the market, but he is still determined to make money. It's just that Yun has a big push, which is responsible for making money to supply household consumption, seizing the market for face, innovating and exploring unknown areas, and not making enemies to launch wars on his own initiative. JD.COM is more like a Ponzi scheme. Brother Dong only talks about sales in the program, never mentioning profits. No matter how much sales you have, there is no profit source in the end, or your profit and your logistics cost are negative, it always feels unreliable. Moreover, there are only a handful of children in JD.COM. Where's Ma Yun? All kinds of movies, real estate, culture and finance are involved. Superficial feelings are not on an order of magnitude. Liu is still provoking wars everywhere, with Dangdang, Suning and Gome. Look at Ma Yun, he won't take the fight.

I vaguely remember last year's 6. 18 e-commerce war, which was provoked by Liu, and it felt like digging my own grave. Ma Yun is looking for an ecological circle, and everyone wins, while Liu is more like a general who fought his way out of the battlefield. I really want to send a message to Brother Dong: If you don't die, you won't die!

The business world is like a battlefield. I have read Sun Tzu's Art of War. Sun Tzu's Art of War says:

Where the method of fighting is used, a thousand cars gallop, a thousand cars ride, a hundred thousand armor belts, and a thousand miles feed. Then the internal and external expenses, the use of guests, the material of glue paint, the gift of car armor, thousands of dollars a day, and then hundreds of thousands of teachers to carry.

Therefore, a shopping mall is like a battlefield. On the surface, it is price war, channel war, user war, logistics war and brand war. To put it bluntly, it is the operational war of the entire organizational function. If you can't keep up with any link, you will lose everything. The rest are generals, but is the war over? Some people say that standing on the long river of history, peace is only a pause in war.

Finally, I would like to pay tribute to these business warriors. You have promoted social progress. Whether you can fight to the end or not, as long as you participate, you are a warrior.

Review of the Battle of E-commerce 5 A documentary made by CCTV Financial Channel recently has six episodes. The differences are: e-commerce rivers and lakes, user disputes, price disputes, speed of life and death, brand running, capital game. I have always liked the documentaries of the financial channel, which are very insightful and insightful. Let me briefly record my superficial views and feelings.

The first person in e-commerce in China is not Ma Yun, but Lao Rong's 8848. In the case that the national Internet foundation is extremely low and there is no e-commerce. The old banyan tree became a martyr. Followed by Ma Yun, Ma Yun's start was not smooth. At first, he was more like a rogue full of nonsense. However, with the development of the times and Ma Yun's continuous exploration, e-commerce came into being. Here I want to mention a platform of Ma Yun for free.

People in China like to take advantage. As long as we can take advantage, everyone is scrambling, big or small. At the beginning, in order to stop the powerful Yi Bei, Ma Yun took a partial road, and fortunately found Yahoo, a good partner, to support him in the rear. As far as the platform is free, many e-commerce companies are imitating it now, thinking that there will be profits with a customer base. I don't think Ma Yun's strategy is imitative. First of all, at that time, e-commerce was still in the ignorant stage, and the citizens did not understand the e-commerce Internet industry. At that time, the conditions did not yet have the formation of e-commerce, and it was only the enlightenment stage. Second, the platform has low free cost and few competitors. Don't do this, everyone is beating their opponents for popularity, traffic and occupying a favorable market in advance. That money is not called flowers, it is called burning.

Therefore, I said that success is unrepeatable, and success needs the right time, place and people. As Heraclitus said, it is impossible for human beings to step into the same river twice.

There is also a brand that runs very fast. For the sake of brand awareness, everyone really tried all kinds of clever tricks, such as handsome guys sending flowers, wearing dinosaurs to send express delivery and paying attention to customer experience. But I feel like fireworks. No matter how dazzling she is, it can only be a moment. When the fireworks are exhausted, they will eventually return to products and values. Fireworks have the function of attracting users. But focusing on fireworks is a bit beside the point. What we are talking about here is the old Vanke and Lei Jun's Xiaomi. Chennian said in the program that when Vanke just succeeded, everyone was a little carried away and did not pay attention to the product and customer feelings, which led to the decline of Vanke. But now I have returned to focus on products and value, which inspired me that people should not get carried away at any time. What can win customers in the end is the products that really care about the user's feelings, product value and reflect the user's sense of existence. Maintaining the stickiness to old users, relying on word-of-mouth publicity is more reliable than any money-burning advertisement. millet

The cost of e-commerce, in the program, various e-commerce giants said more than once that the cost of e-commerce is cheaper than offline. I want to keep this theory, which I think is a bit one-sided or exaggerated, especially at present, e-commerce depends on traffic, in order to drain all kinds of advertisements, all kinds of promotion, all kinds of price wars, logistics costs and labor costs. I think it may be cheaper than offline, but it should not be as much as the bosses said. Feel the moisture

The battle for capital. The last episode was about capital. At the end of the program, it is also said that the seemingly superficial e-commerce war is actually a contest of capital behind it. Without the capital behind it, there would be no e-commerce today and future. On the road of killing e-commerce, it is said that there are many ghosts. It seems that CCTV mentioned that the reality is far more cruel than the program description. I think YY is a fierce war. I have always admired Ma Yun. I feel that Ma Yun is playing a strategy, and every attack is leading the development of e-commerce. He is also more upright and decent. Like Alipay, which was originally arranged, and Yu 'ebao, which was later arranged, incited the system optimization of state-owned big banks (the possibility of reform is not great, and the state will not decentralize the banks to be fully market-oriented), and there has never been any scandal. Brother Dong, it is really unnecessary to fry JD.COM with the help of the milk tea girl. Before that, he also said that Ma Yun's public relations team was vilified. After the truth came out, Ma Yun didn't say a word. JD.COM also changed the mascot into a dog. Obviously, everyone knows Si Mazhao's heart.

The capital behind JD.COM and Alibaba is very strong. Both of them are very wise in controlling capital, and they also have a good control over the equity ratio. However, I still vaguely feel that Alibaba has one strategy after another. He has experimented with burning money to grab the market, but he is still determined to make money. It's just that Yun has a big push, which is responsible for making money to supply household consumption, seizing the market for face, innovating and exploring unknown areas, and not making enemies to launch wars on his own initiative. JD.COM is more like a Ponzi scheme. Brother Dong only talks about sales in the program, never mentioning profits. No matter how much sales you have, there is no profit source in the end, or your profit and your logistics cost are negative, it always feels unreliable. Moreover, there are only a handful of children in JD.COM. Where's Ma Yun? All kinds of movies, real estate, culture and finance are involved. Superficial feelings are not on an order of magnitude. Liu is still provoking wars everywhere, with Dangdang, Suning and Gome. Look at Ma Yun, he won't take the fight.

I vaguely remember last year's 6. 18 e-commerce war, which was provoked by Liu, and it felt like digging my own grave. Ma Yun is looking for an ecological circle, and everyone wins, while Liu is more like a general who fought his way out of the battlefield.

The business world is like a battlefield. I have read Sun Tzu's Art of War. Sun Tzu's Art of War says:

Where the method of fighting is used, a thousand cars gallop, a thousand cars ride, a hundred thousand armor belts, and a thousand miles feed. Then the internal and external expenses, the use of guests, the material of glue paint, the gift of car armor, thousands of dollars a day, and then hundreds of thousands of teachers to carry.

Therefore, a shopping mall is like a battlefield. On the surface, it is price war, channel war, user war, logistics war and brand war. To put it bluntly, it is the operational war of the entire organizational function. If you can't keep up with any link, you will lose everything. The rest are generals, but is the war over? Some people say that standing on the long river of history, peace is only a pause in war.

Finally, I would like to pay tribute to these business warriors. You have promoted social progress. Whether you can fight to the end or not, as long as you participate, you are a warrior.

Last night, I watched the documentary "E-commerce in Commercial War" on CCTV Financial Channel, and I couldn't stop watching it. I watched "Brand Run" last night, focusing on the branding process of major e-commerce. I was deeply moved by it. The shaping of corporate brands in the Internet era can be said to be subversive, and the examples used in the film are very touching.

Youngor, a traditional brand in China, has spent nearly 20 years building its brand image. Just like many of our traditional enterprises, building a brand is often as short as a few years and as long as decades. Think about it carefully, whether it is Mengniu, Yili, Wahaha or Gree, these brands have existed in our lives for a long time. These brands often grow with us and take such a long time to build themselves.

20 1 1 A fledgling e-commerce brand has been completely subverted by Youngor's brand image and sales performance built in 20 years. It's Vanke Eslite. A set of data in the film tells us that the foundation established by traditional enterprises in the past 20 years has been completely defeated by e-commerce brands born in a few years, such as Vanke Eslite, Xiaomi, Afu Essential Oil and Diamond Bird. Internet.

The first revelation that the film gives us: In the Internet era, the time for enterprises to build brands is greatly shortened, and the way for enterprises to build brands is no longer the traditional way of various advertisements, but depends on the spontaneous communication of users. Its cost is almost zero, but the effect will be infinitely magnified. Xiaomi, Afu essential oil, Diamond Bird and JD.COM Mall all adopt this method without exception. At the same time, these e-commerce brands also have a common feature, that is, both their products and their services focus on one core, that is, users, truly respect users, listen to users' voices, take care of users' feelings and integrate into users. Many enterprises shout slogans all day long, and users are supreme, but they never really care about users. For example:

Why is Xiaomi mobile phone so popular today? Xiaomi was born in the transition period of mobile phone development in China, and users in China experienced the transition from phablet to smart phone. At that time, people in the streets and lanes all had smart phones, and smart phone brands mushroomed. Foreign giants such as Samsung, Apple, and domestic brands such as Gionee, ZTE, Huawei, etc. When these brands are deeply embedded in the market, Xiaomi, as a new brand, will inevitably become a four-line brand if it expands its sales channels in the same way, but Lei Jun has adopted new channels to expand the market, that is, to let users participate and form communication.

How did he do it? We only look at the research and development of mobile phone products. When developing products, traditional mobile phone brands only develop their own products, use products to guess users' needs or create users' needs, while Xiaomi does not. Xiaomi product research and development department is not a thinker like other brands, but a smart listener. Xiaomi's products are always based on the needs of real users. I have to say that this is an extremely clever decision. Xiaomi's product development is not only to listen to users' opinions or suggestions, but also to let users personally participate in product development. Even the system programming of Xiaomi mobile phone is completed by users, which not only greatly shortens the product development cycle, but also shortens the distance between products and users. How can such a product be unpopular with users? Why not seize market share quickly? User-oriented, this is a typical Internet thinking.

The ultimate user experience is also a magic weapon for Xiaomi's survival: Xiaomi's mobile phone updates the program every week, but Xiaomi's update is not only a BUG in the program, but also for the sake of users, updating users to think of something newer. For example, Xiaomi users feel that if a phone call comes in during recording, the mobile phone will automatically stop recording. Users feel that this experience is very bad, so they submit their opinions to Xiaomi's product development part. According to the general brand concept, this is not a product quality problem, at most, it is to comfort users, but Xiaomi takes the user experience as the top priority and will solve this problem perfectly in the next update. How to make users not scream for it? How can you not be crazy about it? How can you not be a big fan of Xiaomi? The reason is very simple, because Xiaomi really attaches great importance to the user's experience and needs, which is precisely a problem that many traditional enterprises have not thought of. They shout that users are supreme every day, only taking care of users' emotions and not their needs. This is the biggest difference! ! ! ! And this difference is fatal in this era.

In fact, Xiaomi's magic weapon is not just these tricks. Looking at these e-commerce brands, you will find that no matter what measures they take, they all revolve around one core, that is, the users themselves. They have changed from product-oriented to user-oriented, and both products and services are based on user experience. I think this will be a core synonym in today's internet age, and it is also worth our deep thinking and reflection.

Those who have seen the post-e-commerce war reviews also look at:

1. Reflections on the Battle of E-commerce

2. E-commerce Review