Rebirth in 1998 is also a kind of life

(Chapter 413 has entered the dark room again, including chapter 415, which has been deleted and released... To be honest, if even a slight mention of a topic that is not sensitive like a post teacher will be blocked, the following How do you want me to write the branch plot? Writing about the city is really tiring, and it’s full of thunder.)

The bigger the city, the less old-fashioned it is. After Yang Ma and the subsequent arrival of Yang Pa spent a far more deserted New Year in Quancheng, after inviting the God of Wealth on the fifth day of the Lunar New Year, they couldn’t wait to return to Linpan—they came to The main purpose of Quancheng is to avoid those annoying distant relatives, so the walk is not sloppy, and there is no touching scene of saying goodbye to his son in the dog-blood drama.

On the sixth day of the new year, the first day of work, the business divisions of Cast Investment Trading held the first management meeting of the year as usual, and began to arrange work tasks for this year according to the content of the strategic meeting at the end of last year.

&nAll the management personnel above level 3 gathered together to forcefully fill this medium-sized conference hall that can accommodate 50 people.

………………

"As of 2001, my country's telecommunications bandwidth has reached 2.5G, and the number of Internet users has exceeded 5000 million. Therefore, in just two years, domestic e-commerce businesses that do not include o2o have developed by leaps and bounds. Companies engaged in e-commerce have sprung up like mushrooms!"

"According to the data of the National Bureau of Statistics, as of December 2001, the number of ISPs (Internet business operators) in the country has increased to 12, there are more than 1620 e-commerce websites, and 3390 are effectively operating;"

"These 1533 websites are classified according to business types, including 1277 consumer e-commerce websites, more than 100 auction websites, 180 distance education websites, and 20 telemedicine consulting websites; the rest are all information websites. and non-profit websites;”

“而如果是按照商业类型来分的话，则b2c的网站有877家，有效运行的247家；b2b的网站有370家，有效运行的187家。”

Speaking of this, Lu Feifei, who was acting as the reporter, scanned the crowded participants: "Although from the data point of view, the elimination rate of pure e-commerce is astonishingly high, due to the inherent constraints of Internet security and the impact of last year's Internet bubble. , the mortality rate of websites that carry out b2c business is as high as 70%;”

"However... just for these small websites that are mainly below the scale, last year alone, the trade turnover reached 4890 billion yuan (excluding securities turnover) - among which the turnover of clothing and textiles is the representative product category. Accounted for 48%, or about 2348 billion yuan; the turnover of service products represented by games and distance education accounted for 52%, or about 2543 billion yuan!"

"This transaction volume has increased by 2000 times compared to the total e-commerce transaction volume (excluding o771.6o) of 2 billion in 6.3!!"

"In addition, in December last year, our country has officially joined the WTO. In addition to a large amount of foreign capital entering the country, the sharp expansion of foreign trade exports will also provide strong momentum for the growth of e-commerce business!"

"Therefore, from a macro perspective, although the current market is clearly in a period of adjustment, the rise of pure e-commerce has become inevitable, and... this trend has become a trend, and it will evolve into an obvious one in five or six years at most. outlet!"

"That is to say... our o2o business is very likely to usher in strong competitors one after another, who will compete with us for the same group of consumers on a nearby track!"

As soon as this remark came out, the management staff below could no longer bear it anymore and looked at each other in blank dismay.

Although due to the meeting system, these managers did not dare to whisper, but the eyes they exchanged with each other revealed a common signal... How is it possible! ?Even pure e-commerce websites that are plagued by viruses, Trojan horses and scammers deserve to compete with us! ?

Lu Feifei took everyone's expressions into her eyes, but didn't say much, just switched to the next ppt according to the established procedure: "In 1999, following the establishment of [8848] website and Huaxia Network Yellow Pages, China Merchants Bank and Longxing Online banking and online payment services have also been launched—with several upgrades in network payment security technology, online payment in e-commerce is initially more feasible.”

"In August 1999, EachNet was established, and formed a strategic alliance with Sina in March 8. In May of the same year, it acquired 2000 mobile phone direct sales network. Relying on Sina's credit and diversion capabilities, it successfully entered the online mobile phone sales business;"

"In April 2000, Huicong International, which was established in 4, established [Huicong Business Network], which mainly focuses on b92b business, and began to apply e-commerce online payment business by virtue of its relatively abundant corporate customer resources;"

"In May 2000, Jinshan Company, a well-known domestic IT company, and Imagine Company jointly funded and organized [Joyo.com], which mainly focuses on b5c business. With the help of the social influence and credibility of the two companies, it attracted a large number of ordinary consumers. Place an order on Joyo Online;”

“2000年12月，四十大盗公司在99年10月获得gs集团500万天使投资之后，又一次获得了岛国软人财团2500万美元的联合投资，开始尝试构筑以服装产品为代表的b2c+c2c平台；”

"In July 2001, the People's Bank of China promulgated the "Interim Measures for the Administration of Online Banking Business", which further provided policy support for improving the online payment environment;"

"In November 2001, the [Huaxia E-government Application Demonstration Project] passed the demonstration, and the higher-ups set an example and took the lead in promoting the process of [E-government]... Everyone must know the meaning of this!"

After reading these short sets of data, Lu Feifei raised her head: "Looking at the current pure e-commerce market, there are already well-known companies that have come to an end, and they have begun to use their credibility to gradually accumulate loyal consumers, trying to control each Subdivide the track;”

"There are also unknown companies that have adopted the method of Western capital, trying to attract some consumers and small businesses by spending money on subsidies, and began to build their own basic market;"

"In addition, the country has gradually attached importance to the e-commerce market, and has begun to consciously optimize the online payment environment to address consumers' safety concerns;"

"In this way, the policy is in place, the funds are in place, the payment security environment has begun to be optimized, and famous companies have begun to end..."

"If we don't pay attention to it, and start to take the necessary countermeasures or directly seize the opportunity..."

"The day when the pure e-commerce market matures is the day when our o2o division will be merged into the local life service division!"

As soon as this remark came out, a group of participants couldn't bear it any longer, and whispered to each other...

………………

"Mr. Yan, isn't the o2o platform of our Gongyoujia also engaged in e-commerce business? With our current consumer recognition and product quality, coupled with such a large number of members, why do those pure e-commerce platforms compete with us? Competition?" A 27 executive raised his hand and spoke, looking at the head of his department with a look of incomprehension.

Looking at the expectant eyes of his subordinates, Director Yan's expression remained unchanged, but he felt a little embarrassed inside.

He naturally knew that these subordinates really wanted to hear some different answers from him, after all, no one wanted to believe that the o2o business department, which is now in full swing, would have a dismal end in the future;

but……

This topic was brought up by Yang Zhu before the holiday!

Perhaps in other respects, Director Yan was a bit slanderous towards that bastard, but in terms of company strategy, he absolutely believed in that guy.

only……

After all, I am old. Although at the year-end strategy discussion meeting, Yang Zhu murmured a lot of professional terms, but it was really difficult for him to absorb them;

Therefore, he only remembered that the o2o project of the Workers' House would end in misery if the strategy was not changed, but he had forgotten most of the causal logic.

Seeing Director Yan didn't speak for three seconds, Wan Qingyi who was on the side immediately guessed the reason, smiled slightly, and took over the topic: "Why compete with our o2o project...it's very simple, The price is cheap!"

Saying that, Wan Qingyi slowly glanced around: "Indeed, at this stage, our o2o project has many advantages that pure e-commerce companies do not have at all - it can even be said that we are completely different from those pure e-commerce platforms. Competitors on a level;"

"For example, we have a strict quality inspection system, a large number of high-quality cooperative merchants and a large number of physical store outlets, based on the simple truth that a monk can't run away from a temple; consumers don't have to worry about being cheated when buying products;"

"For example, most of the products we sell online have real objects in our outlets as a reference—although the tens of thousands of products are scattered and distributed in different outlets according to sales popularity, each store has at most one or two thousand samples. ; But after all, consumers can actually get in touch with the product, and there is no need to worry about the gap between the actual product and the detail page;”

"For another example, Zhutou Trading has already gained enough social reputation in the retail industry, and also has a complete after-sales service and compensation mechanism. Consumers can safely use online or offline payment methods to pay on our platform. , there is no need to worry about the safety of the account property at all;”

"but……"

"Don't forget, with the rapid development of our country's economy, while domestic consumers are rapidly crossing the food and clothing line, the income differentiation will gradually be the same as that of Europe, America or island countries, presenting 0.5 (the rich class, based on the current 1 yuan / month as the baseline): 1 (high-income class, based on the current 6000 yuan/month as the baseline): 2 (middle- and upper-income class, based on the current 1800 yuan/month as the baseline): 2.5 (middle-income class, based on the current 800 yuan/month as the baseline): 4 (low-income groups, below 800 yuan/month) ratio;”[Note*The income standard for 2002-2003 is used here. 】

"Then, here comes the problem..."

"Although the incomes of different groups vary enormously, everyone is human, especially Chinese people with a good face, and they all hope to live a good life—at least on the surface, so what should we do? "

"There is only one answer - most people, especially the 45% of the low-income group and some of the 25% of the middle-income group, will choose to try to spend less money to buy those inner qualities. But appearances are deceiving merchandise!"

"Imagine, a genuine Adidas priced at 1000 and an imitation Adidas priced at 50 are placed in front of you. Although the latter is not as good as the former in terms of fabric and workmanship, the price difference is 20 times after all. The appearance of the latter looks similar to the former, do you think that in [45° angle theory] (people always yearn for a class transition, so the real main consumers of luxury goods are not the rich, but middle-income groups; the main consumers of light luxury goods Under the extended effect of not middle-income groups, but ordinary white-collar workers), how will those low-income consumers choose?"

"How would low-income consumers choose between a 50 yuan imitation Adidas and a 45 yuan non-brand-name clothes with decent workmanship but very novel styles and fashionable concepts?"

As soon as this remark came out, all the participants immediately gave an answer in their hearts-is that not nonsense, they must have chosen the latter!

After all, with the character of Chinese people, face comes first; for the sake of face, in order not to be seen by others, they wear fake products, they will easily persuade themselves to accept a marketing concept that can make them look different and look very stylish—— — especially when that marketing concept costs less than 1/20 of the original price.

Thinking of this, the expressions of most people began to turn ugly-according to the proportion of the crowd just now, let alone more than half of the people, as long as more than 30% of low-income consumers start to get used to this kind of ultra-low price shopping After the model, their o2o platform will face complex and severe challenges!

Seeing their expressions, Wan Qingyi nodded slightly: "According to reason, with our strong supply chain integration ability and consumer influence of Zhutou Trading, as well as the current domestic consumer data collection and analysis capabilities that are second to none; It is not so difficult to cater to and seize at least 45% of the low-income market—the pure e-commerce business really has no threshold for us.”

"but……"

"We can't do this - it's against the business purpose of our Zhutou Trading!"

Speaking of this, Wan Qingyi's eyes became sharper: "At the beginning, we worked so hard to form a quality inspection system and industry implementation standards that can be called the ceiling of the industry!"

"Last year, it was under unimaginable pressure from outsiders that we successfully launched the Youpin plan, which has gradually been accepted by consumers;"

"If we really change our course, compromise towards the future ultra-low price model, and cater to the 45% of consumers by squeezing the profits of the upstream supply chain to the extreme, all our previous hard work will be in vain. Worthless!"

Seeing that Wan Qingyi directly dismissed the possibility of taking the low-price route, a senior manager finally couldn't bear it and raised his hand to ask: "Assistant Wan, since you said that the mainstream trend in the future is ultra-low-priced pure electricity business model; and our company is determined that it is impossible to go this way, so... what else can we do?"

Wan Qingyi smiled slightly: "It is inevitable to gradually develop towards a pure e-commerce route, and our company must also take this step; but... how to do it is very particular!"

"We have a population of 13 billion in China. No matter how low the proportion of any group is, it is still an extremely large number in terms of numbers;"

"Besides, although the proportions of the low-income groups and some middle-income groups I mentioned just now are extremely large, they add up to 60% to 70% at most;"

"Moreover, not everyone only pays attention to face and not to inside;"

"Don't forget, we still have at least 20% of the upper-middle income group as the basic group - they want both face and face!"

"Hmph, as long as we can continue to control the steady improvement of the industrial chain level, at that time, not to mention the 20% of the upper-middle income group, even some middle-income groups and high-income groups are likely to become our Loyal customers of our company - when the time comes, they will take their Yangguan Road, and we will cross our single-plank bridge, and everyone will not violate the river water!"

Everyone's eyes lit up, yes!We still have at least 20% of the middle and high income groups to convert the basic market!

Anyone with a bit of business knowledge knows that despite the fact that there is only a 1500 yuan income gap between the upper-middle income group and the low-income group, and even less than 1000 yuan between the middle-income group, but due to disposable The gap between redundant funds and the commercial value among the three are completely different—according to commercial practice, for every level of income gap, the contribution of commercial value is ten times worse!

Even if only urban residents are counted, based on the current base of 5 million urban residents, 20%... That's a full 1 million, which is definitely enough for them to invest in business and slowly digest it!

Seeing that everyone's spirits began to lift, Wan Qingyi smiled slightly: "It's just that consumers are not cakes, you can fork them if you want; apart from doing a good job of internal strength, we also need to start slowly Let’s do the subtraction—this is also the most important work for colleagues in the next few years from now on!”

"It's just that, in the process of gradually screening out non-target group members, we also have to use the principle of [loss aversion] to strengthen the value viscosity of the remaining members, and then use the influence of the circle to gradually provide for our follow-up Attract truly valuable high-quality members!"

Ok?Enhance value viscosity while doing subtraction?

Everyone was shocked, knowing that the highlight of today's meeting is coming...