The development of China's e-commerce field was finally finalized after many talented people, multiple platforms, and years of exploration. The entire industry is filled with countless companies, large and small, among which the three most representative platforms are Taobao, Tmall and JD.com.
Taobao is a pure C2C, a trading platform for third-party small and medium-sized sellers and consumers; Tmall is C2C under the guise of B2C. To put it bluntly, it is still a trading platform for third-party sellers and consumers, but the merchant threshold has been raised. Some; JD.com is a typical representative of B2C. It purchases, warehousing, sells, and distributes itself, and can achieve a high degree of autonomy and control in its operations.
In Li Mu's eyes, the development of Taobao.com in the previous life was somewhat abnormal. In the stage of primitive capital accumulation, Li Mu disagreed with the unscrupulous and bottom-line practices, such as the most criticized problem of fake goods.
In the many years that Tao Bao has been around, the stubborn disease of fake goods has always been there, just like stubborn psoriasis, which can only be covered by bright clothes, but has never been truly cured.
Li Mu believes that it is Tao Bao's own connivance with counterfeit goods and counterfeit sellers that has led to the proliferation and gradual loss of control of the entire industrial chain from manufacturing to sales of counterfeit goods, making counterfeit goods a cancer that plagues the national retail industry.
The subsequent Taobao Mall, Tmall, was born. In a sense, from the moment of its birth, Taobao was accused of restoring its reputation. Because Tmall raised the threshold for merchants to enter, Ali could be "proud" of it. Promote the concept that Tmall equals genuine products.
But in Li Mu's view, this was simply a despicable way to divert attention. Instead of actually attacking Li Gui on Taobao.com, Ali pulled Li Kui to Tmall, then pointed at Li Kui and said, "Look, we are here Only sell authentic products.” But what’s the point? Under the surface of light, there are always countless Li Gui hidden.
Part of the reason why Tao Bao in his previous life was flooded with counterfeit goods, and why Tao Bao allowed the development of counterfeit goods, was partly because they were unable to attract the attention of brand merchants in the early years of their business.
Without the source of genuine goods, and wanting to expand the product categories on the platform and increase the transaction volume on the platform, they abandoned their principles and chose profits.
To give a very practical example, in the 5-7 years after Tao Bao was born in 2003, it is estimated that more than 95% of the Nike shoes sold by Tao Bao online were fake. If Tao Bao was founded in 2003, they would Being able to attract the Nike brand to settle in, with the real Li Kui here, the sales of fake Nikes will be greatly affected. Moreover, with the real Nike here, Tao Bao already owns Nike products, so out of the need to protect himself and his partners, he also We will definitely crack down on counterfeit Nikes.
But the fact is: because there is no real Nike to join and users have demand for Nike, fake manufacturers and sellers sense the opportunity and work together to move the fake Nike to Taobao.com for sales, and the Taobao.com platform itself also Nike products are needed to expand its product library. Since Nike is empty at this time and the real Li Kui cannot be hired, the fake Nike is here. Everyone gets what they need and understands it tacitly. Who is the unlucky one? Naturally, they are consumers who have nowhere to defend their rights.
Li Mu wants to be an Internet person with a basic sense of social responsibility, so his Taobao must fundamentally eliminate this vicious cycle. He invested a huge amount of resources in promoting the brand day in order to make Taobao popular as soon as it was launched. Attract the attention of brand companies.
Li Mu did not want his Taobao to start from scratch step by step. He wanted to use the Brand Day event to push Taobao to a world-renowned height from the beginning, so that all companies and brands that want to make money in the Chinese retail market can use Taobao. surrendered in front of the powerful online sales capabilities of .com.
The brand's daily sales of 2.683 billion will probably become big news that shocks the whole country tomorrow morning. Various brands will probably rush to cooperate. From the beginning, a large number of brand companies will be tied up. There is no need to worry about genuine products. The more genuine products you have , the more complete it is, the smaller the space for fakes to survive.
…
After analyzing the data, Li Mu called Liu Yidong at around 1 a.m. and told him his approximate analysis results. At the same time, he reminded: "Brother Liu, if the Brand Day is so successful, it will definitely attract a large number of brands to join in cooperation in the future. In view of the current situation of our platform. The situation requires business people to work hard to develop the market for daily necessities!
After we have almost consumed the logistics needs of the brand day, the platform will formulate corresponding preferential policies for some franchised daily necessities brands. While supporting them, we will also allow them to provide some profits. At that time, we will plan some categories. Promotional activities stimulate users' enthusiasm for online shopping of daily necessities, cultivate users' online shopping habits bit by bit, and increase their online shopping frequency. "
Liu Edong immediately said: "Don't worry about this, I have also considered the importance of daily necessities in cultivating user habits, so I specially asked the headhunter to talk to the middle and senior management of a large daily necessities department store company, and prepared to poach a group of them and fully mobilize them. Our daily necessities category sales.”
Li Mu was overjoyed. Since starting Taobao, he has been setting the pace. Senior Brother Liu has almost accumulated it now. Is he finally going to explode
So Li Mu asked him: "Which talents from daily necessities department stores have we contacted so far?"
Liu Edong said: “In the future, I want to set up several separate business divisions on Taobao based on the categories of goods, such as electronic products division, office supplies division, clothing department store division, and daily necessities division. Among them, segmentation is most needed. The department is the daily necessities department, so what I expected is that this department will be subdivided into several groups, such as: daily chemical products group, food and beverage group, grain and oil seasoning group, daily necessities group, maternal and infant Supplies sets and more.”
After introducing his plan, Liu Edong answered Li Mu's question: "So you asked me just now which companies I contacted with talents. The specific situation is: I asked the headhunter to contact three daily chemical products companies: Procter & Gamble, Unilever, and Johnson & Johnson. Suitable candidates from established companies, because they have a very in-depth understanding of the domestic daily chemical products industry as well as the market and user needs of daily chemical products, so I plan to recruit someone from these companies to serve as our daily chemical products team managers.”
"For the same consideration, the talent positioning of several other group management positions is Kerry Cereals and Oils, Hengan Group, Want Want Group, Master Kong and Coca-Cola. Each company strives to recruit a reliable person to serve as one of our managers. In this way, in the future we will have a team that best understands the daily needs of domestic consumers, and with them, the brand relationship will be easier to maintain."
After listening to this, Li Mu repeatedly praised: "This method is great. It has analysis, goals, implementation plans and transformation ideas. It is very complete. Just do it as you say! We must develop the category as perfectly as possible and improve the user's After cultivating the habit of online shopping, as long as the platform’s transaction volume and transaction volume continue to increase, and then coupled with our own logistics system, we can directly engage in self-operated business!”
"Don't worry!" Liu Haodong said firmly: "I will definitely fulfill my mission!"
With that said, Li Mu added: "I'll go back tomorrow and we'll have another meeting to standardize the introduction of merchants. You will send out a press release tomorrow morning to send invitations to all companies and merchants to open flagship stores on Taobao on behalf of Taobao officials. , the conditions for entry remain unchanged, but one point needs to be stated: Taobao has a complete set of algorithms. The earlier a merchant enters Taobao, the higher its weight will be, and the merchant with a higher weight will be able to obtain more resources. Tomorrow will definitely We will receive a large number of applications from merchants, so we must let our reviewers check it carefully, and we must not put in any company that does not have all the qualifications."
"Also, with Taobao Brand Day's data so high, I'm afraid it will attract a large number of small and medium-sized sellers 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. In our own We must resolutely crack down on counterfeit and shoddy products on our platform.”
Liu Edong immediately said: "I have never slacked off at all when it comes to counterfeiting, and I will never let Taobao become a breeding ground for fakes!"
"Okay." Li Mu was satisfied and asked him again: "With more than 10 million orders, can our logistics and transportation be guaranteed?"
Liu Edong said: "Don't worry. Starting from 0 o'clock yesterday, more than 20 of our vehicles have repeatedly transported orders in each province to the postal distribution centers in each province. The postal EMS in each province immediately dispatched our packages after receiving them. The local delivery work has begun, and the postal service now gives us: priority sorting, priority transportation, priority delivery, basically concentrating the vast majority of personnel and vehicles to serve us!"
As he spoke, Liu Edong said: "As of an hour ago, we have delivered more than 8 million parcels to postal EMS in various provinces, autonomous regions, and municipalities across the country, including Yanjing, Shanghai, Yangcheng, Sichuan, Hanzhong, Liaoshen Orders from the provinces and cities where these six major warehousing bases are located are basically picked up and delivered directly by local EMS. The entire delivery work can definitely be completed within the next 48 hours, and the delivery work will be completed within 24 hours after delivery."
The point-to-point transportation strategy formulated by Li Mu is very targeted. Regardless of the specific number of orders, he deduces from the results that all these orders will eventually flow to major provinces, autonomous regions and municipalities across the country, especially the provinces and cities in East and South China. is the top priority, so he lets his fleet focus on point-to-point transportation from major warehousing bases to a certain province.
Under this general tone, the transportation of the provinces and cities where the six major bases are located is completely solved by local EMS, almost using EMS as their own logistics.
For example: There are more than one million local parcels in Yanjing that do not need to be transported by Taobao at all. Every time a batch is sorted, the local EMS in Yanjing will take it away and deliver it directly; there are two million parcels in Shanghai, and Taobao's After being sorted from the Shanghai warehouse, they were directly picked up by the local EMS and started to be delivered. After the more than two million orders in the entire Guangdong Province were sorted from the Yangcheng warehouse, they were also directly given to the Guangdong Province EMS Yangcheng Distribution Center, who directly Delivery within the province does not occupy Taobao’s own transportation capacity.
Taobao's own efforts are all concentrated in other provinces covered by the warehousing base. For example, Zhejiang Province near Shanghai has nearly one million packages this time. These one million packages are driven back and forth by Taobao's own fleet. A steady stream of goods are transported from Shanghai to Hangzhou and delivered to postal EMS throughout Zhejiang Province.
Taobao's public relations team spent a lot of manpower, material and financial resources on maintaining the postal leaders in various places. At this time, it was fully effective. EMS almost forgot about other businesses and within two to three days, it More than 90% of the transportation capacity is provided to Taobao. Everyone is like an assembly line, efficiently completing their own parts. The overall cooperation is fast and seamless, and the turnover efficiency is astonishingly fast.
The third update is sent, thanks to the new leader [Qu Ritian], but this chapter is a regular update, not the leader's update, the leader's update will be honored as soon as possible.
(End of chapter)