Ma Yun's classic speech: How did the Internet giants record it?

On the morning of 20th, world internet conference held a sub-forum on "cross-border electronic commerce and Global Economic Integration", and Ma Yun gave a keynote speech. In his speech, he analyzed the reasons for Ali's success, the fun and motivation of Ali people to do business, and the future direction. On the standard of doing business, he mentioned the 3W theory, that is, three wins, the first W is the customer's win, the customer must win first in everything, the second W partner must win, and the third W is his own win. Without any of the three wins, business can't go on.

Ma Yun's speech has the following points:

1. Business is getting harder and harder. The harder it is, the more opportunities there are. The key is your vision. Your eyes see you doing business in one province, your eyes see all of China, you do business in all of China, your eyes see the whole world, and you have the opportunity to do business all over the world. Your eyes see you doing business today, and your eyes see you doing business ten years later, so the key to doing business lies in your eyes.

2. My biggest experience in starting a business for more than ten years is that I always think about how others failed, and these people must have made some mistakes. There are many elements of success, but there are also many things that cannot be learned. But I found that the reasons for the failure of enterprises are similar.

3. Today's Alibaba achievements are not achieved today, but what we thought before 15. If you only do today's business and only want to succeed tomorrow, you will definitely not succeed. You have no chance to be smart, you have no chance to be diligent, you can only be better than the future. Is that you think something like this will definitely happen in China in the future, so do it now. You stick to 10 to 15 years, and don't be afraid to make mistakes. After your vision is determined, you should find an excellent team to cooperate with.

You should talk about venture capital. Your confidence comes from knowing what you want to do, not knowing that I am here for money, otherwise you are basically short.

Alibaba is not an e-commerce company, but a company that helps others become e-commerce.

6. The important criterion for Alibaba to consider success in the first ten years is not whether it is successful or not, but whether our customers are successful because of us. If we succeed too early, the customer will not succeed. Of course, if we can do it together, that's the best. I have succeeded, and my customers have succeeded, but when there is only one way, what do you want to give up? That is to give up your own interests and let others succeed first.

7. In the last century, I spelled IQ. In this century, I spell emotional intelligence. Emotional intelligence is to make people comfortable, customers comfortable and partners comfortable. Nothing is more important than this. Therefore, in the era of experience, women will become more and more powerful, because women consider others more than themselves, and women should take care of their husbands and children before taking care of themselves. Men are basically self-centered, so you will find that there will be more and more women in politics and business.

8. Today, Alibaba is most excited and happy to participate in the construction of future enterprises. Today, e-commerce has become a necessary element for you to succeed in the next decade. If today's enterprises want to succeed, they must be close to consumers, know your sales and your consumers through the Internet, and you will succeed.

The following is a record of Ma Yun's speech:

In Wuzhen, the word e-commerce and e-commerce may disappear in a few years, which is business. In Zhejiang, I often think of a man, a famous businessman in ancient China named Hu Xueyan. This man set a good example for us, but he also set a bad example. I appreciate his words, business is getting harder and harder, and the harder it is, the more opportunities there are. The key is your vision. Your eyes see you doing business in one province, your eyes see all of China, you do business in all of China, your eyes see the whole world, and you have the opportunity to do business all over the world. Your eyes see you doing business today, and your eyes see you doing business ten years later, so the key to doing business lies in your eyes.

The second one is what I want to think about. Hu Xueyan set a bad example for us red-top businessmen. This is my first day reading this book, and I feel that this is the wrong way, because money and power cannot touch each other. You must not consider yourself in business, and you must not have money in politics. These two things, like explosives and detonators, always explode. You can't be a red top, and of course you can't be a black top. You know what you should do, what you have, what you want and what you want to develop. So there have always been many big businessmen in Zhejiang, but each of us is thinking, what do you have in this life? What do you want? What are you going to give up?

This sentence was said by an elder I respected very much a few years ago. He said, Ma Yun, you have to think about a problem until now. What do you have? What do you want? What did you give up?

Alibaba has gone through 15 years of development and has come to this day. It should be said that we are a very lucky company. We are lucky that thousands of entrepreneurs have brought us to today. We start a business with thousands of people and do the Internet. Yesterday I talked about last month, 20 years ago, when I was in Hangzhou, Zhejiang Province, I first thought of starting a company called the Internet. In the past 20 years, countless people have started businesses on the Internet, and countless people have failed, leaving us a few. I may be the first person to engage in commercial Internet in China. Many people in China Yellow Pages may forget this word today. We established this company on 1995.

So why do some people say that Alibaba is particularly successful today? In fact, without the China Yellow Pages, the experience of the former Ministry of Foreign Trade and Economic Cooperation and numerous failures, we would not be where we are today. There must be great nutrition under any big tree, and great nutrition comes from the mistakes made by many people in this era. In fact, I think all of us who do business, MBA and we do business differently. Many people think it is difficult to be an entrepreneur after graduating from MBA, or it is difficult to be an entrepreneur, because many things taught by MBA tell you how others succeed, and many cases we read are cases of learning how others succeed. People who study successful cases will have the illusion that I can succeed. My biggest experience in starting a business for more than ten years is that I always think about how others failed and what mistakes these people must have made. Because there are many elements of success, there are many things you can't learn. You happened to meet a very nice person. You are very lucky. You happened to meet a very good thing and did the right thing at the right time. But I found that the reasons why enterprises fail to do things are similar. Therefore, it is actually very difficult to be an enterprise and a businessman. It's like fighting a war. Living is success, and people who come back from the battlefield are successful, no matter on the battlefield. The same is true of business. When you embark on this road, you should think that 95% people have fallen. Why are you lucky 5%? So if you want to live to this 5%, you must remember that you must learn what mistakes those fallen people have made, and you should not encounter these mistakes, and then find out the future rules.

This is the question that I have spent the most time thinking about in recent years. Because among Internet companies all over the world, Alibaba was founded with no knowledge of the Internet, computers and technology. I have never received such training, nor business training, nor even accounting training. How did we get here? A CEO should consider his own advantages and future.

Today's talk about cross-border electronic commerce. Every time I participated in the forum before, they always thought that this person's speech was very strange. Some of them sound reasonable, while others sound unacceptable to everyone. What is a very important reason? Because I think the market value or listing success of Alibaba today is not done today, but what we thought before 15. Each of us must think about what we do. If you only do today's work, you only want to do today's work, you will succeed tomorrow, and you will definitely not succeed. Because why do you have this opportunity and why are you smarter than others?

I think businessmen looking for opportunities, whether they do it today or tomorrow, have little chance of success, because there are too many smart people in this world. I sometimes look at the young people in the company and get dumbfounded. How can they be so smart? You have no chance to be smarter than you and no chance to be more diligent than you. You can only be better than the future. Is that you think something like this will definitely happen in China in the future, so do it now. You stick to 10 to 15 years, and don't be afraid to make mistakes. After your vision is determined, you should find a group of excellent teamwork. If you don't know technology, find someone who knows technology and learn to cooperate with him, not with you. If you don't know finance, you have to find someone who knows it. How can you cooperate with him? There is a chance in this matter.

The great difference between Ali and others lies in our persistence in the future. We believe that the world will be (as we imagine) in ten or twenty years. I discussed with you a long time ago what is strategy? The strategy is that you know that this will definitely happen, so you dig a pit there and wait there, and people will definitely run into the pit.

I made a joke. I basically did not respond to the government's call. What is the reason? You must judge that the government will definitely do it in ten years, so you should do it now. When the government calls, there is no chance. Thousands of people are coming, so you have to move quickly.

The government and the market are the same, so you must judge before the market, so Ali may be very different from other companies, and our persistence in the future is different.

Second, because the founder and CEO of Ali don't know technology and these things, they have gathered many such talents.

Third, be patient. Some people say that we should have enough money, no! In fact, you just need to persevere in the future. Secondly, you have an excellent team. Third, you are not afraid to make mistakes, and keep learning from them to turn them into nutrition. I believe the money will come by itself. There is no point in chasing money. Money is chasing people. If people are after money, there is no promise at all. In fact, we will discuss venture capital. Everyone was talking about seeing this man's eyes light up yesterday. Actually, at that time, I went to see him (the investor). I don't want money at all. I just feel that people's interest in discussing the internet has greatly increased. You think asking for money is wrong in your eyes and your eyes are wrong. Sometimes when investing with others, you have to talk about venture capital. Your confidence comes from knowing what you want to do, not knowing that I'm here for money, otherwise you're basically short.

So Ali was full of controversy six or seven years ago, even three or five years ago, and many people felt that this company was unreliable. Two months before listing, many people thought that our company was unprofitable and could not make money. At that time, I firmly knew that Alibaba was much better than these people imagined. But today we are in big trouble. Everyone thinks you are good, as if you can do anything. Actually, I know we're not that good at all Now is the most dangerous time. People think that your company can do anything. Trouble comes when a person thinks he knows everything and can do anything. So I think Hu Xueyan's brain has finally turned bad.

So each of us should understand our own boundaries, what we want to do and what we want to do. Before the opening ceremony, I will share this business idea with you.

Next, what I want to communicate with you is e-commerce. In fact, Alibaba is not an e-commerce company. Alibaba is a company that helps others do e-commerce. Alibaba's business model is rare in the world. People have Amazon, people have Yi Bei. How did China come up with such a thing? This was born in the unique situation of China, because 14, 15 years ago, when we decided to do e-commerce and the Internet, we made a very important decision. Should we be a big enterprise or a small enterprise? If we are a big enterprise, it may be easier to make money. The most popular word at that time was called "e-commerce solution". If you try to get a large state-owned enterprise and multinational enterprise to engage in e-commerce, you will make money soon. You can manage a project through public relations. We don't think this is our strong point, and we can't do it. We believe that if the Internet is the most revolutionary technology in this century, it must be doing what it couldn't do yesterday. What can't it do yesterday? Is to help those small enterprises, liberate the productivity of those small enterprises, and let those small enterprises have IT capabilities. So before 15, we were locked in doing only small businesses and helping only small businesses, which led to a completely different direction from others.

Small business is difficult to do. Let's check 13 and 14 years ago, I just watched a movie Forrest Gump. I went to Silicon Valley for venture capital, and more than 30 venture capitalists said that we are not interested in you because your business is definitely not successful. What is the reason? There is no such business model in the United States. Why did you China come into being? They are right, because at that time, domestic Internet companies copied from the United States, and people basically didn't think that we would be small and medium-sized enterprises. How many thighs does a mosquito have? Nothing can be dug up.

So I think the movie Forrest Gump tells me that no one makes money by whaling, but people can dig up meat from shrimp. If you want to get something from everyone, you must create technical value for each individual, which other technology companies can't do. So starting from 15, Alibaba only focuses on small and medium-sized enterprises. We didn't figure it out in one day and made countless mistakes. It was not until seven or eight years ago that we became more and more aware of the truth. If you want to help small businesses, you must build an ecosystem. So our business model today is really forced out.

We found that helping a very small enterprise can only earn thirty or forty dollars. How can you send someone to communicate with him? How can you communicate with him? How can you work out a solution for him? The needs of any small enterprise are many, including logistics, honesty, information, data and payment. We can't finish the whole system. We must bring in all kinds of partners to work together, and everyone can get a little bit from it before you have a chance to succeed.

I have a 3W theory. In any business, you must think of three W's, win, win, win. The first W must be the customer's victory. To do anything, customers must win first. The second thing is that partners must win. Third, if you want to win, you can't find a web page without a W, and you can't do business without any of the three.

So first of all, we have to ask a question when we do any products and services. Is this useful for customers? Don't just think that this thing is too good for engineers, but no one uses it and makes it up. Second, with so many people participating, can participants have a chance? Third, can you live after doing so many things? If you can't live, how can you persist?

I think these are Alibaba's unique business models. Thousands of small businesses in China need such support. Where do we start? The starting point is not to say how great the mission of helping small businesses is. We start small business when everyone is a big business. We have no choice.

1995 When I started my business, I found many difficulties. I don't want anyone, no money, no technology. But if we can solve the problem of * * * enjoying technology and talents, it will be easy, so we haven't designed such a business model in a purely general direction. If you say that we thought of today before 15, that's nonsense, but today I have to think clearly about what to do after 15, because today we have people, technology and data, and our thinking about the future is getting clearer and clearer, so we have to think clearly about what to do in the future.

I think we are all lucky, including Alibaba, Baidu, Tencent, Amazon and Google. We all made the right choices at the right time and met the right people, which made us what we are today. But what we need to think about now is how to persist in 15 to 20 years. Yesterday, we lived for fun. You can go and see what we said before. It's true. Where did we get the income at that time? No turnover, no profit, but what makes us happy every day? It's a thank-you letter from the customer, and it's how much the customer has grown. In fact, the important criterion for Alibaba to consider our success in the first decade is not whether we are successful, but whether our customers are successful because of us. If we succeed too early, the customer will not succeed. Of course, if we can do it together, that's the best. I have succeeded, and my customers have succeeded, but when there is only one way, what do you want to give up? That is to give up your own interests and let others succeed first.

In the last century, enterprises must make good use of IT. In this century, enterprises must make good use of data technology. There is a huge difference between them. Data technology represents the greatest thing of this century, altruism. Believe that others are more important than you, that others are smarter than you, that others are more capable than you, and that only when others succeed can you succeed. I put this sentence here today, and after a hundred years, we will prove that this century must be centered on me and become centered on others.

Its core idea is to make yourself stronger and faster to obtain data and information. The stronger your ability, the more money you have, the stronger you are. In fact, others will become weaker and weaker. Numerous giants have been born in the IT era. In the DT era, you can only reverse it. The stronger others are, the stronger you can be. From IT to DT era, an important symbol of the next 20 to 30 years is how your thoughts can help others succeed.

A very, very important thing in the second DT era is experience. In the last century, we talked about a lot of services and constantly increased our service capabilities. In fact, what customers want is not service, but experience. Today, I saw many little girls standing there. Many restaurants say welcome, and more than 20 girls say welcome. I said your service is not good. He said I sent 20 girls to meet you at the door. Not good? Actually, I just want a happy experience.

Experience is a great skill in this century, not possessed by engineers or bosses. Experience is caused by people's emotional intelligence in this century. In the last century, I spelled IQ. In this century, I spelled EQ, which means making people comfortable, customers comfortable and partners comfortable. Nothing is more important than this, so women will become more and more powerful in the era of experience. Because it is very important, women think more about others than themselves. A woman must take care of her husband and children before taking care of herself. Men are basically self-centered. So you will find more and more women in politics and business.

Alibaba is very interesting. Our company may have the largest number of female employees in the world. An American reporter asked me why there are so many girls. I said, is there a problem? I thought this thing could not be listed. 46% of our employees are women, compared with 49% to 50%. I bought two companies some time ago, and there were too many people, which brought us down. 36% of our management are women, and 23% of our senior management are women. We have a female CEO, a female COO and a female CFO, but we have never seen them as women. Because I think first of all, they are human beings, and the experience is really good, because these women know how to serve others, how to understand others, and how to support others. This is also very critical. 2 1 century, many things will change greatly. So your service and technology are no matter how good, but you can't experience it, and you can't.

Many years ago, I went to Microsoft, and I have a house with a bright future, which is said to be the best house designed by Microsoft in 2 1 century. After half a day, I ran in and out curiously. I told you this place is not good. This is an engineer's imaginary house. It's all computer controlled. When did you take the medicine, two pills jumped out. If there is something wrong with the program, you can't run out and have no feeling of experience. What is experience? Just comfortable. When you suddenly find that it is you who are controlled by the computer, not you, the problem is big, so many people are dreaming about the future. I found that most engineers are imagining the future, and the most imaginative thing is what your children want to do. You want your children to live in a beautiful and comfortable environment. Work is work and the whole thinking is experiential thinking.

Third, transparency. 2 1 century, because of the appearance of data and internet, you can't hide anything. When discussing privacy issues today, this concept has basically changed after 20 years. I remember the first time I went to Beijing to discuss the Internet in 1995. A group of experts are sitting in Beijing, which was held by China Association for Science and Technology. Twenty experts sat together to discuss the future internet, and I was invited to participate in one. I sat there in a daze, and there was no Internet in China. Why are there twenty experts? It is wrong for everyone to discuss the future internet. We must control this and that. If we don't control this, there will be problems. I didn't think so at the time. First, I thought there were no experts in China. Second, I thought the problem they were worried about was blind worry. Facts have proved that after 20 years, none of the problems they are worried about have appeared, and all the problems they are not worried about have come out. Therefore, the judgment of the future directly affects your future thinking, so when the IT era moves towards the DT era, small enterprises become the key. So what should we think when we return to the future e-commerce? For Alibaba's future e-commerce, we still have to ask a question: Who are we living for? Have we solved the idea that "there is no hard business in the world" put forward 15 years ago?

The most tragic thing in this world is the reputation of not having money. The second tragedy is money. Many people don't feel this way, but I feel this way anyway.

First, you can't be famous. Bad things will happen when men become famous. Men have money, you can't spend it all. If you want to be a big businessman, because your pleasure lies in the success of others, you see many people laughing with you, because you have helped our wife and our son. This kind of pleasure is far from money. No amount of money can buy it. They say it's good to be sincere. In fact, I also know that this thing has nothing to do with me, and I have never written a program. So think about these problems, you should continue to have such fun, others are happy, you are happy, others experience well, and you feel good, which is actually the same.

For Alibaba, we continue to think about how to help more small businesses grow up, not only in China, but also in the world. We still have many problems to solve. We have talked a lot recently. There are many problems in e-commerce, such as counterfeit goods and intellectual property rights, including the integrity problem we just talked about. Solving these problems is the fun. Solving these problems will make you exist. If all these problems are solved by the government, then you are basically finished, and it is not your turn to do anything, and the government has not solved them well for so many years.

This problem can only be solved through the combination of technology, society, education and culture, and the solution of this problem may be one of the great contributions that our e-commerce can make to this society in 20 years, because we have solved the problem of counterfeit goods, because we have solved the problem of intellectual property piracy in China, and because we have solved the system that China enterprises have not established credit for so many years, which is our great contribution to this era. Because these problems are solved, people's experience will be better, and I think this is the fun. Today, small businesses from Brazil, the United States and Argentina are pouring in, and I feel global. Globalization used to be Americanization. I don't say whether Americanization is good or not, but one thing is certain. The core of globalization is to create value, employment and tax for the local area.

All our previous thoughts were basically how to sell my products to people's homes and take money from their pockets. I think the globalization of Alibaba needs to consider a problem, that is, how to help others sell their products to our home. There is a huge demand in China, and the middle class in China is growing rapidly. About seven or eight years ago, I was laughed at when I gave a speech in Silicon Valley. I said that there will be more Internet users in China than in the United States, and everyone else is talking nonsense. In fact, at that time, unlike scholars and so-called experts, I could always come up with various examples and data, although their examples and data were unsuccessful for so many years. I found a reason. The population of the United States is nearly 300 million, and there are only 300 million people ten years later. China1300 million people, making it easy for 300 million people to get online. This is my reason. In fact, after China 15, the population of the middle class in China will not be much different from that of a country in the United States.

Today's soil, air, water and environment in China can no longer support all kinds of high-quality products and services needed by the 300-400 million middle class in the future. We must think about how to satisfy the middle class with some well-made things in the world and meet the needs of the whole Asia-Pacific region. The earth has really become a village, and the original trade mode will be completely changed because of the Internet.

WTO is a great pioneering work, but that was in the last century. WTO is a game rule formulated by the government and implemented by enterprises. The rules of the game formulated by the government are sometimes difficult for enterprises to implement, and the country is for political reasons. However, negotiations between China and Japan, between China and South Korea, and between South Korea and North Korea cannot stand together. We should build a commercial society that is truly established through market economy and entrepreneurs. Today, the Internet gives us this opportunity.

Perhaps because of the emergence of the Internet and DT, small enterprises all over the world will unite because of technology, payment and cross-border logistics, just like the whole trade between Qinghai and Zhejiang, Zhejiang and Hainan, Hainan and Guangdong on Taobao today. If the provincial governments negotiate and reach an agreement, it will never be done. This must be an agreement between businessmen. Countries all over the world have different ideologies and political views, but businessmen all over the world share the same view: honesty and money.

Only this thing can get through. What is money? Behind money is credit, behind credit is transaction, and behind transaction is the norm of everyone's honest behavior. With more and more e-commerce, this is a huge opportunity. Today, we have to look at too many small businesses in Italy or France. They have no chance. Today, French brands are all in China, and Italian brands are also in China. What about small brands? In the past, large enterprises had this money and it, but today small enterprises don't, which gives our generation the greatest opportunity. In the past, people in rural areas could not enjoy the life in the city, and people in rural areas could not enjoy the whole life in Tokyo and new york. Assuming that the Internet can enable rural people to enjoy urban life in beautiful scenery, this pioneering work will only be brought about by a technological revolution.

In the next 30 to 50 years, I believe that no one can stop the power of the Internet, and the ecology of the Internet itself can improve itself.

I don't want to elaborate on this point, but they will be elaborated later. I just want to say that in 20 or 30 years, most of the forms, methods and personnel involved in cross-border trade and domestic trade will change. Today, Alibaba is most excited and happy to participate in the construction of future enterprises. Today, e-commerce has become a necessary element for you to succeed in the next decade. What is e-commerce? Many people say that I don't need to sell at all. In fact, today's enterprises must be close to consumers if they want to succeed. Only when you know your sales and your consumers and customers through the Internet can you succeed. In the past, a large number of enterprises in Guangdong contracted others to do it and sold it to others. After contracting others to do this, you have little chance. Being close to consumers is an opportunity brought by any e-commerce.

The opportunity has passed. Yesterday we talked about public challenges. Every technological revolution has a clash of civilizations. The industrial revolution was very good, the steam engine train came, and the creation of civilization was World War I and World War II. Today, due to the emergence of the Internet, the clash of civilizations is very interesting, not because of war, but because of the conflict between our victors yesterday and today, and the conflict between yesterday's ideas and today's ideas. Yesterday I said that the data gap is not a technical problem, but a problem of understanding and learning ability. The conflicts in the next 20 or 30 years come from how do we solve them? For e-commerce, I think the solution of fake goods may only rely on the Internet. Today, in Taobao and Alibaba markets, you said there were many fakes, and people who said there were many fakes basically didn't buy anything on Taobao. In the last century, you bought whatever others said. In this century, you decide whether you have the ability to participate in this matter. You can't spend 25 yuan on a Rolex watch. That's because you are too greedy.

So the problem of fake goods, today you went to Fujian, Guangdong to investigate a lot of fake goods, and they were most afraid of selling them on Taobao. There is a simple reason. We just found out who was selling them, and the police immediately investigated them. It was hard to find a few years ago, and it was hard to find offline. Today, if you look online at the development of the whole e-commerce in China in the past two years, can the daily sales of fake goods reach 6.7 billion?