Chapter 739

The development of China's e-commerce field has been finalized after many years of exploration. The whole industry is full of large and small enterprises. The three most representative platforms are Taobao, tmall and Jingdong.

Taobao is a pure C2C, which is a trading platform for small and medium-sized third-party sellers and consumers; tmall is a C2C dressed in B2C, which is a trading platform for third-party sellers and consumers, but the business threshold has been raised a little; JD is a typical representative of B2C, which purchases, stores, sells and distributes by itself, which can realize a high degree of autonomy and high level of operation Control.

In Li Mu's eyes, the development of taobao.com in the past is somewhat abnormal. At the stage of primitive capital accumulation, Li Mu disagrees with the practice of no choice but to give up the bottom line, such as the most criticized fake issue.

In the years of Taobao's existence, fake goods, like the stubborn psoriasis, can only be covered by bright clothes, but they have never been really cured.

Li Mu felt that it was Taobao's own connivance with fake goods and sellers that led to the proliferation and gradual out of control of the whole industrial chain of fake goods from manufacturing to sales, so that fake goods became a cancer that troubled the national retail industry.

The Taobao Mall, tmall, was born later. In a sense, from the moment of its birth, it carries the accusation of Taobao to restore its reputation. Because tmall has raised the entry threshold of merchants, Ali can "be proud" to promote the concept of tmall as authentic.

But in Li Mu's view, this is a mean way to shift his eyes. Instead of really attacking Li Gui on Taobao, Ali pulls Li Kui to tmall and points to Li Kui and says, "look, we only sell authentic products here." But what's the point? Under the surface of the light, there are countless Li GUIs.

Part of the reason why Taobao's fakes were rampant in the last life and Taobao allowed the fakes to develop was that they couldn't attract the attention of brand merchants in the early years of their business.

Without genuine goods, they want to expand the platform's commodity categories and promote the platform's trading volume, so they abandon the principle and choose interests.

Take a very practical example. In the 5-7 years since Taobao was born in 2003, it is estimated that more than 95% of the Nike shoes sold on taobao.com are fakes. If at the beginning of Taobao's founding in 2003, they can attract the Nike brand to settle in, and there are real Li Kui, then the marketing of the fake Nike will be greatly affected. Moreover, there are real Nike, and Taobao already has Nike products Product, so in order to protect themselves and partners, we will also crack down on fake Nike.

But the fact is: because there is no real Nike to join, and users have demand for Nike, so fake manufacturers and sellers are aware of the opportunity to jointly move the fake Nike to taobao.com for sales, and taobao.com platform itself also needs Nike's products to expand its product library. Since Nike is blank at this time, real Li Kui can't come back, just the fake Nike comes, Everyone takes what they need, tacit understanding, who is the unlucky one? Naturally, they are consumers who have nowhere to protect their rights.

Li Mu wants to be an Internet person with a basic sense of social responsibility, so his Taobao needs to fundamentally kill the vicious circle. As soon as he comes up, he invests great resources to promote brand day, so that Taobao can attract the attention of brand enterprises as soon as it comes up.

Li Mu doesn't want to let his Taobao start from hanging silk step by step. He wants to use the brand day activity to push Taobao to a world-renowned height in the beginning, and let all enterprises and brands who want to make money in the Chinese retail market serve in front of Taobao's strong online sales ability.

The daily sales volume of the brand is 2.683 billion yuan. I'm afraid that by tomorrow morning, it will be a big news shocking the whole country. I'm afraid that all kinds of brands will also cooperate with each other. As soon as they come up, a large number of brand enterprises will be tied up. There is no need to worry about the authentic products. The more authentic products are, the more complete they are, the smaller the living space for fake products.

……

After analyzing the data, Li Mu called Liu Qidong at one o'clock in the morning and told him his approximate analysis results. At the same time, he reminded: "brother Liu, the success of brand day will surely attract a large number of brands to join in the cooperation. Given the current situation of our platform, we must let the business personnel to strive to develop the market of daily necessities!

After we have consumed almost the daily logistics demand of the brand, the platform should make corresponding preferential policies for some joined daily use department stores, support them and let them also make some profits. Then we will plan some category promotion activities to stimulate users' enthusiasm for online shopping of daily use department stores and cultivate users' Online shopping habits from a little to a little , improve their online shopping frequency. "

Liu immediately said, "you can rest assured that I have also considered the importance of daily necessities to the cultivation of users' habits, so I specially asked the headhunter to talk about the middle and senior management of a large general merchandise company. I am going to dig up a batch of products and try my best to promote the sales of our daily necessities."

Li Muxin is happy next time. He has been doing Taobao with his own rhythm. Elder martial brother Liu is now accumulating. Is it going to break out?

So Li Mu asked him, "what kind of daily department store talents have we communicated with?"Liu Qidong said: "in the future, I want to set up several separate business departments in Taobao, such as electronic products business department, office supplies business department, clothing department, daily necessities business department, among which the most need to be subdivided is daily necessities business department, so I expect that several groups will be subdivided under this business department, such as: daily necessities business department Chemical products group, food and beverage group, grain and oil seasoning group, household products group, maternal and infant products group, etc. "

After introducing his plan, Liu Qidong answered Li mugangcai's question: "so you just asked me which company's talents I communicated with. The specific situation is: I asked headhunters to contact P & G, Unilever, and Johnson & Johnson of the United States to select the right people in the three old brands of daily chemical products, because they need the domestic daily chemical products industry, the market and users of daily chemical products I want to have a very deep understanding, so I plan to find a person from these enterprises to serve as the manager of our daily chemical products group. "

"For the same consideration, the talent orientation of the management posts of other groups is Kerry grain and oil, Hengan Group, Wangwang group, Master Kang and Coca Cola. Each company strives to find a reliable person to serve as one of our management posts. In this way, in the future, we will have a team that best understands the daily life needs of domestic consumers And with them, brand relationships are easier to maintain. "

After hearing this, Li Mu praised repeatedly: "this method is very good. It has analysis, goals, implementation plans and transformation ideas. It's very complete. Just do what you say! We must improve the category development as much as possible, and cultivate users' online shopping habits. As long as the platform volume and turnover continue to increase, and then match our own logistics system, we can directly do our own business! "

"Don't worry!" "I will certainly live up to my mission," Liu said firmly

Li Mu said: "I'll go back tomorrow, and we'll hold another meeting to standardize the business introduction. You will send a press release tomorrow morning, on behalf of the Taobao official, to send an invitation to all enterprises and businesses to enter Taobao to open a flagship store. The conditions for entry remain the same, but one thing should be stated: there is a complete set of algorithms in Taobao, and the earlier the businesses enter Taobao Home, the higher the weight, and the higher the weight of the business, the more resources can be obtained. Tomorrow, we will definitely receive a large number of business applications. We must let our auditors check it and not put it into any enterprise with incomplete qualifications. "

"In addition, the data of Taobao brand day is so high, I'm afraid that a large number of small and medium-sized sellers will be attracted in the future. In principle, we welcome all small and medium-sized sellers to settle in, but we must strictly control the products of small and medium-sized sellers. On our own platform, fake and inferior products should be resolutely cracked down to the end."

Liu immediately said, "I have never let go of the fake and shoddy, and I will never let Taobao become the soil of the fake!"

"Good." Li Mu was satisfied and asked him, "more than 10 million orders, can our logistics and transportation be guaranteed?"

Liu Qidong said: "you can rest assured that since 0 o'clock yesterday, more than 20 of our vehicles have been repeatedly transporting orders to the distribution centers of postal provinces. After receiving our parcels, the Postal EMS of each province immediately started the local delivery work. Now, the treatment given to us by the postal administration is: priority sorting, priority transportation, priority distribution, basically the best Most of the staff and vehicles are focused on serving us! "

Liu said: "as of one hour ago, we have delivered more than 8 million parcels to the Postal EMS of all provinces, autonomous regions and municipalities directly under the central government. Among them, the orders of Yanjing, Shanghai, Yangcheng, chuandu, Hanzhong and Liaoshen, the six major storage bases in their own provinces and cities, are basically directly delivered by the local EMS, and can be completed within the next 48 hours The whole delivery work will be completed within 24 hours after delivery. "

Li Mu's point-to-point transportation strategy is very targeted. No matter how many orders there are, he deduces from the results that all these orders will eventually flow to all major provinces, autonomous regions and municipalities directly under the central government, especially the provinces and cities in East and South China, which makes his team focus on point-to-point transportation from major storage bases to a certain province Lose.

Under this tone, the transportation of the six bases in their own provinces and cities is completely solved by local EMS, which almost uses EMS as its own logistics.

For example, more than one million packages in Yanjing do not need to be transported by Taobao itself. Each batch of packages sorted out will be directly delivered by the EMS in Yanjing. There are two million packages in Shanghai. After sorting out, Taobao's Shanghai warehouse will also be directly delivered by the local EMS. More than two million orders in the whole Guangdong Province will be sorted out in Yangcheng warehouse, They also directly sent it to the EMS Yangcheng distribution center of Guangdong Province, which did not occupy Taobao's own transportation capacity.

And Taobao's own efforts are all concentrated in other provinces covered by the storage base. For example, Zhejiang Province near the Shanghai stock market has about one million packages this time. The one million packages are continuously transported from Shanghai stock market to Hangzhou by Taobao's own team and delivered to the Postal EMS of Zhejiang Province.

Taobao's public relations team expended a lot of human and material resources and financial resources in the process of maintaining the postal leaders everywhere. At this time, it fully played its role. EMS almost left other businesses behind. In these two to three days, more than 90% of the transportation capacity was provided to Taobao. Like the assembly line, everyone completed their part efficiently and quickly With the cooperation of sewing, the turnover efficiency is amazing.(to be continued. )