Chapter 768

If China's e-commerce market is a little more mature, with a scale of 100 billion yuan a year, it's not a big problem for an e-commerce website with the leading position in the industry. What's more, Li Mu's Taobao is not only the C2C of small and medium-sized sellers, but also the B2C of mixed mode.

The B2C operation mode in China is generally divided into two types: the first is tmall, the third party builds the platform, the enterprise level seller moves in, and the enterprise level seller directly faces the ordinary consumers; the second is JD, which builds the platform by itself, purchases from the third party enterprise, stores and sells by itself, and distributes by itself to the ordinary consumers.

The reason is that Li Mu's B2C is not any of the above two.

Compared with the first one, Li Mu didn't let the enterprise level sellers directly sell to consumers, but first took the goods for storage, sold by himself and delivered by himself; but compared with the second one, Li Mu has not yet entered the stage of independent procurement, but this is also his next stage goal. After the flow of goods is on the right track, Taobao should immediately start the plan that he had set before, and vigorously To promote the sales of self operated daily necessities, by that time, relevant products must be purchased independently, so as to get the largest profit space and the largest independent rights and interests.

In the future, Li Mu's plan for taobao.com is a kind of C2C, two kinds of B2C coexist. Such a huge structure has basically covered the whole retail level business. If it can't achieve the annual transaction volume of more than 100 billion within five years, Li Mu feels embarrassed.

Minister Zhen is concerned about the future volume development of Taobao. The domestic basic economy needs to be promoted, and the retail industry needs to be stimulated. The state needs innovative enterprises like Taobao to bring new impetus. But before giving sufficient policy support, first of all, we need to understand the bottom of Taobao.

Just like investing in coal mines, we need to know how much coal reserves, how difficult it is to mine, and how many tons of coal are designed to be produced annually. Only when we know these things clearly, can the senior management have enough support. Similarly, coal mines with a design output of one million tons in the mainland are considered as large mines. Any coal mine in e city of Mongolia Province has an annual output of ten million tons, an open-pit mine The annual output of our company is more than 20 million tons. The gap is not a little bit.

At present, Minister Zhen's heart is shocked and excited by Li Mu's answer.

In five years, the annual sales will reach 100 billion yuan, which is still the bottom of Li Mu. His optimistic estimate can reach hundreds of billion yuan. If this amount is realized, Taobao will definitely become the top enterprise in the domestic retail industry.

After digesting this amazing amount, Minister Zhen asked a second question.

"Now people in the field of economics have two opinions on Taobao. One is very positive about the role of Taobao in stimulating domestic demand and promoting economy. The other is that Taobao is impacting the real economy, especially the real retail economy. They think that Taobao just moves the purchase behavior that originally occurred offline to the online, but because the online hardware cost is exempted And human cost, so for the economy, it's actually a kind of injury. What do you think? "

Li Mu smiled and replied seriously: "minister Zhen, I don't deny that e-commerce will move part of the offline purchase behavior to the online. After all, e-commerce is a revolution of purchase behavior and a more advanced and high-quality purchase method. Its appearance will naturally bring certain impact on the traditional purchase method, but I will explain this problem to you from another angle. ”

Li Mu controlled the pace a little and continued: "first of all, offline consumption is rational consumption, most consumers will buy products only after they have demand, but online purchase is impulsive consumption. Through strong promotion channels and flexible promotion methods, users will have an impulse to buy a product online, and then directly online To buy, that is to say, online sales can more promote consumers' spending. Offline consumers mostly buy what they need and don't buy what they don't need, but online consumers mostly buy what they need, buy what they don't need, and buy what they don't need at all. "

"We sold hundreds of thousands of mobile phones and PHS of different brands in Taobao brand day this time. A considerable number of users had no intention of buying a mobile phone in a short time. Mobile phones and PHS have always been available for them, but because of Taobao's price advantage and publicity guidance, they finally made preparations for buying a mobile phone, This is one of the online buying impulses. "

Minister Zhen asked him curiously, "in addition, can online shopping bring other buying impulses?"

"Of course." Li Mu said: "in terms of conversion efficiency, when you see TCL mobile phones in traditional TV ads, if the ads move you, you are not likely to immediately put down what you are doing to buy one. Once the purchase impulse at that time cools down, your purchase desire will be greatly reduced. Finally, the effect of TCL mobile phone ads is only: when you really decide to buy one mobile phone At that time, the ads you have seen can affect your judgment to a certain extent. You have seen TCL's ads and are impressed. Then you chose TCL mobile phone when you finally bought it, but it may be many days or even months since you saw the ads. "

" but what about online? If I suddenly push a TCL mobile phone to you online, this mobile phone also moves you, and the price has advantages over offline stores. Most importantly, you don't need to pack up and go out to find TCL stores on the street. Click to buy! Even at 12 o'clock in the night, you can directly click the link to jump to the purchase page, click purchase and order payment. Before your purchase impulse starts to cool down, you have completed the purchase. Next, your purchase impulse will turn into a strong psychological expectation, hoping that the mobile phone will be delivered to the door earlier. After the mobile phone is delivered to the door, your psychological expectation will stand The passion and joy of using a new mobile phone can be transformed into a moment. Do you think that from impulse to expectation to enthusiasm, I will give you a chance to cool down? "Minister Zhen's eyes brightened after hearing this.

I never thought that e-commerce has such a powerful psychological effect. It's too novel. I'm still in the stage of understanding it, and I haven't thought about it at all. But I heard from Li Mu, but I think his theory of "impulse consumption" is very reasonable.

Then, Minister Zhen said: "Xiao Li, you are not old, but you are really a business elite!"

Li Muqian smiled: "minister Zhen, you are flattered."

Minister Zhen waved his hand and sighed, saying: "the economy at the international and domestic levels needs to be transformed, as do private enterprises and the retail industry. If Taobao can indeed bring a lot of 'impulse consumption' to improve the retail consumption volume of the whole domestic society, then the physical sales will suffer a certain impact, which I think is also acceptable. We cannot In order to protect the traditional economic model, we need to promote the development of new industries and new models on the one hand, and use the market to force the employees under the traditional economic model to actively think about and transform, so as to reduce conflicts online and offline, and even achieve complementary and complementary. "

Li Mu is excited. Minister Zhen's remark affirms Taobao's business model. That is to say, those voices against Taobao have been forgotten by him, which is too important for Taobao. Before Li Mu, he was worried that if he played e-commerce too hard, it would be hard for the leaders to accept. After all, whether Taobao or Jingdong in the last life or not, everyone will be able to accept it It is in constant exploration and development. The whole process is gradual. It also plays a good role in policy paralysis and postponement, which is much softer than itself.

However, fortunately, the leaders did not resist the rapid development of e-commerce, but in this special period, there is such a powerful medicine, which makes them expect more about e-commerce. Only when the leaders do not question and worry, can the follow-up of Taobao develop rapidly.

Immediately, Minister Zhen asked, "Xiao Li, although Taobao has just started, in my opinion, it is definitely the leader of e-commerce. The government's attitude is also very clear and willing to support the new economic model and make new attempts. We just talked about our problems, so now it's time to talk about the second topic. Let's talk about your needs."

Just after the speech, Minister Zhen added: "you don't have to be restrained. As long as you have reasonable and legal needs, you can just mention them. We will discuss your needs carefully after we go back and try to meet them as much as possible."

Li Mu was so excited and talked for a long time. Finally, it's time to raise the demand. What the leader said was very clear. He had a posture of letting himself open to eat. But Li Mu also reminded himself in the bottom of his heart that although the leader said so, his eating style should not be too ugly. How can he eat more and be elegant and competitive at the same time The most important point.

So, Li MuQing cleared his voice and immediately raised the pattern. "Minister Zhen, the Internet industry is the future of the whole tertiary industry, but the current Internet development speed of China is obviously behind that of the western developed countries. In terms of the number of Internet users, the number of computer access, the number of Internet companies and the speed standards of operators, the overall situation is as follows: There is a big gap with western countries... "

"I particularly hope that the state will introduce some favorable policies to stimulate the overall development of the Internet industry. We have such a huge demographic dividend. If the state can boost the momentum, the Internet will be able to develop in a blowout way. In this way, in the next few years, we will surely be able to accumulate strong strength to catch up with developed countries in the Internet industry Super! "

(to be continued. )