If China's e-commerce market is a little more mature, with a scale of 100 billion a year, it won't be a big problem for a leading e-commerce website in the industry. What's more, Li Mu's Taobao is not just a C2C for small and medium-sized sellers; Mixed model B2C.
B2C operating models in China are generally divided into two types. The first is Tmall, a third-party platform built by enterprise-level sellers, and the enterprise-level sellers directly face ordinary consumers. The second is the B2C model of JD.com. Build your own platform, purchase from third-party companies, carry out warehousing and sales, and deliver your own products to ordinary consumers in a B2C model.
The reason why it is said to be hybrid is because Li Mu’s current B2C is neither of the above two types.
Compared with the first type, Li Mu does not let enterprise-level sellers sell directly to consumers. Instead, he warehousing, selling and delivering goods himself. However, compared with the second type, Li Mu has not yet entered the stage of independent procurement. However, This is also his goal for the next stage. After the logistics is on track, Taobao will immediately start the plan it has set before and vigorously promote the sales of self-operated daily necessities. By that time, the relevant products must be purchased independently, so that they can get The largest profit margin and the largest independent rights and interests.
Li Mu’s plan for Taobao in the future is a C2C and two B2C coexistences. Such a huge structure has basically taken over the entire retail level business. If the annual transaction volume cannot exceed 100 billion within five years, Li Mu will I feel ashamed myself.
Minister Zhen is concerned about the future development of Taobao. The domestic basic economy needs to be boosted and the retail industry needs to be stimulated. The country needs innovative enterprises like Taobao to bring new impetus. However, before sufficient policy support is given, first We need to find out how big Taobao is.
Just like investing in building a coal mine, you must first know how much coal reserves there are, how difficult it is to mine, and how many tons the annual output is designed to be. Once you understand these, senior management will have the confidence to provide sufficient support. It is also a coal mine, and the designed output in the mainland is one million tons. The coal mines in Hubei Province are already considered large mines. Any coal mine in Hubei City, Mongolia Province, has an annual output of tens of millions of tons. The designed annual output of an open-pit mine exceeds 20 million tons. The difference is not even a little bit.
At the moment, Li Mu's answer made Minister Zhen amazed and excited.
Annual sales will reach 100 billion within five years. This is only Li Mu's bottom line. His optimistic estimate is that it can reach hundreds of billions. If this amount is realized, Taobao will definitely become the top company in the domestic retail industry.
After digesting this astonishing amount, Minister Zhen asked a second question.
"People in the field of economics now have two views on Taobao. One is very positive about Taobao's role in stimulating domestic demand and promoting the economy; the other believes that Taobao is impacting the real economy, especially the real retail economy. I think Taobao just moves the purchasing behavior that originally happened offline to online, but because online eliminates hardware costs and labor costs, it is actually a kind of harm to the economy, what do you think?"
Li Mu smiled slightly and replied seriously: "Minister Zhen, I do not deny that e-commerce will move some offline purchasing behaviors online. After all, e-commerce is a revolution in purchasing behavior and a more advanced and high-quality purchasing method. The emergence of mobile phones will naturally have a certain impact on traditional purchasing methods, but let me explain this problem to you from another angle."
As he spoke, Li Mu controlled his rhythm a little and continued: "First of all, offline consumption is rational consumption. Most consumers will buy products after they have a need, but online purchasing is impulse consumption. Through Powerful promotion channels and flexible promotion methods allow users to have an impulse to buy a certain product online, and then purchase it directly online. In other words, online sales can promote consumers' "spending money" and offline consumption. Most online consumers buy what they need and don’t buy what they don’t need, but most online consumers buy what they need, whether they want it or not, and they also buy what they don’t need at all.”
"We have sold hundreds of thousands of mobile phones and PHS units of various brands on this Taobao Brand Day. A considerable number of these users have no intention of purchasing a mobile phone in a short period of time. For them, mobile phones and PHS It has always been a product that can be bought or not bought, but it is precisely because of Taobao's price advantage and publicity and guidance that they finally made preparations to buy it. This is one of the impulse purchases online."
Minister Zhen asked him curiously: "Besides, can online purchases bring about other purchasing impulses?"
"Of course." Li Mu said: "Take conversion efficiency as an example. When you see a TCL mobile phone on a traditional TV advertisement, if the advertisement impresses you, you are unlikely to immediately put down what you are doing and buy one. Once the impulse to buy at that time cools down, your desire to buy will be greatly reduced. In the end, the effect of TCL mobile phone advertising is just that when you really decide to buy a mobile phone, the ads you have seen can influence you to a certain extent. Judgment, you have seen TCL advertisements and were impressed, then you chose a TCL mobile phone when you finally purchased it, but it may have been many days or even months since you saw the advertisement. "
"But what about online? If I suddenly recommend a TCL mobile phone to you online, this mobile phone will also impress you, and the price is more advantageous than in offline stores. The most important thing is that you don't need to pack up and go out to the street. Find a TCL store and click to buy! Even at 12 o'clock at night, you can directly click on the link to jump to the purchase page, click to buy, place an order and pay. Before your impulse to buy has begun to cool down, you have already After completing the purchase, your impulse to buy will be transformed into a strong psychological expectation, looking forward to the phone being delivered to your door soon; after the phone is delivered to your door, your psychological expectation will immediately be transformed into the enthusiasm and joy of using the new phone. Think about it, from purchasing impulse to psychological expectation to enthusiasm for use, will I give you a chance to cool down?"
After hearing this, Minister Zhen's eyes lit up.
I have never thought that e-commerce has such a powerful psychological effect. This thing is so new. I am still in the stage of understanding it, and I have never thought about it in depth. But after hearing what Li Mu said, I felt that his This theory of "impulse consumption" is really very reasonable.
Immediately, Minister Zhen said without hesitation of praise: "Xiao Li, you are not old, but you are really a businessman!"
Li Mu smiled humbly: "Minister Zhen, you are so grateful."
Minister Zhen waved his hand, sighed softly, and said: "The international and domestic economies must transform, and private enterprises and the retail industry must also transform. If Taobao can indeed bring a large amount of 'impulse consumption', it will improve the entire domestic economy." With the volume of retail consumption in society, I think it is acceptable for physical sales to suffer a certain impact. We cannot stand still in order to protect the traditional economic model. On the one hand, we must promote the development of emerging industries and new models, and on the other hand, use The market forces practitioners in the traditional economic model to proactively think about changes and transform, so that online and offline conflicts can be reduced and even complement each other."
Li Mu was excited. Minister Zhen's words were equivalent to affirming Taobao's business model. In other words, he had left behind those who opposed Taobao. This was too important for Taobao. Li Mu had also had some concerns before. I am worried that if I play e-commerce too hard, it will be difficult for my leaders to accept it. After all, in my previous life, whether it was Taobao or JD.com, everyone was constantly exploring and developing. The whole process was step-by-step, and there were also changes in policy. It has a very good paralysis delaying effect, much gentler than my own.
However, fortunately, the leaders did not resist the rapid development of e-commerce. On the contrary, in this special period, the emergence of such a strong medicine made them look forward to e-commerce more. Only when such leaders do not question , Without worries, Taobao will be able to develop rapidly in the future.
Immediately, Minister Zhen asked: "Xiao Li, although Taobao has just started, in my opinion, it is definitely the leader in e-commerce. The government's attitude is also very clear, and it is willing to support new economic models and do new things." We have just finished talking about our problems, so now it’s time to talk about the second topic, what are your needs.”
As soon as he finished speaking, Minister Zhen added: "You don't have to be restrained. As long as it is a reasonable and legal request, you can put it forward. We will definitely discuss your request seriously after we return and try to satisfy it as much as possible."
Li Mu was so excited. After chatting for so long, it was finally time to raise his demand. Moreover, the leader's words were very open and clear, as if he was letting himself eat freely. However, Li Mu also reminded himself in the bottom of his heart that although the leader said so, , but you must not look too ugly when you eat. How can you eat a lot and eat elegantly and with style at the same time? This is the most important point.
So, Li Mu cleared his throat, immediately raised the profile, and said: "Minister Zhen, the Internet industry is the future of the entire tertiary industry, but China's current Internet development speed is obviously lagging behind that of Western developed countries. In terms of quantity, number of computer connections, number of Internet companies, and operator speed standards, there is a big gap with Western countries... "
"I personally hope that the country can introduce some favorable policies to stimulate the overall development of the Internet industry. We have such a huge demographic dividend. If the country can add fuel to the fire, the Internet will definitely develop in a blowout style. In this case, in the next few years, we will definitely We can accumulate strong strength and catch up with developed countries in the Internet industry!"
(End of chapter)