RINAPE :: Volume #11

#1013: Pioneer

LNMTL needs user funding to survive Read More

One crowd by the advantage team that the person of advantage composes, regardless at any time, the brain in thinks is the profits. 一群逐利的人组成的逐利团队,无论在任何时候,脑子里想的都是利润。 The people of LeTao team after the vast business opportunity that realizing Taobao Alliance contains, almost everyone sour uncomfortable and sour heartburn. 乐淘团队的人在意识到淘宝联盟背后蕴含的巨大商机之后,几乎每一个人心里都酸的难受、酸的醋心。 During the although Cai Chongxin words somewhat taunts, the speaking LeTao pattern is not unhealthy to the LeTao present approach, but everyone has not lowered oneself to the same level with him, after all his analysis about the Taobao Alliance is convincing. 虽然蔡崇新的话语间对乐淘现在的做法有些冷嘲热讽、暗讽乐淘的模式不健康,但大家也都没跟他一般见识,毕竟他关于淘宝联盟的分析是让人信服的。 Boss Ma has not said a word long time, he estimated to draw a conclusion secretly, later an opens the mouth of face heart stopper said: „It seems like, later Taobao seller at least half of profits must enter the pocket of Taobao net! Too ruthless! This move was really ruthless!” 马老板良久不曾言语一句,他心里暗暗估算了一下得出一个结论,随后才一脸心塞的开口道:“这么看来,以后淘宝卖家至少一半的利润要进淘宝网的口袋了！太狠了！这一招真是太狠了！” Lu Zhaoxi also sighed: „If really looks like the Old Cai analysis such, once Taobao Alliance starts the commercialization, that simply is the poison of Taobao seller-! More attracts the addiction to be bigger and more attract more is unable to get rid......” 陆照喜也感叹:“如果真像老蔡分析的那样,一旦淘宝联盟开始商业化,那简直就是淘宝卖家的毒-品啊！越吸瘾越大、越吸越无法摆脱……” Saying, Lu Zhaoxi is asking Boss Ma: „Chief Ma, do we want also to try to do an alliance advertisement? although we do not have the Taobao that strong strength, but we can first start since childhood, then after waiting for Taobao Alliance to collect fees officially, we again little bargain-hunt.” 说着,陆照喜问马老板:“马总,我们要不要也试着搞一个联盟广告？虽然我们没有淘宝那么强的实力,但我们可以先从小入手,然后等淘宝联盟正式收费之后,我们再一点点抄底。” Boss Ma sighed: „I want certainly to do, but chats this not to have the significance now, we our foundation have not hit now steadily, later also has a long way to go . Moreover, Taobao Alliance has basically become the monopoly nature, he is matching Taobao this proprietary platform, we gnaw to be motionless radically he, wants to make the alliance advertisement, must first look Taobao Alliance how next step walks, if Taobao Alliance really starts to pursue the profit, at that time we had the opportunity.” 马老板叹了口气:“我当然是想做,但现在聊这个还没有意义,我们现在自己的根基还没打稳,以后还有很长的路要走,而且,淘宝联盟基本上已经成了垄断性质了,他搭配着淘宝这个专有平台,我们根本就啃不动他,想做联盟广告,得先看淘宝联盟的下一步怎么走,如果淘宝联盟真开始追求利润,那时候我们才有机会。” ...... …… At this time, Li Mu also discussed with Teacher Lei as well as Brother Liu, the issue of discussion is the cost issue of Taobao Alliance follow-up operation. 就在这个时候,李牧也在与雷教主以及刘师兄商讨,讨论的问题就是淘宝联盟后续运营的成本问题。 Taobao Alliance from establishes at first now, all costs are by the platform subsidy, in other words, is Li Mu buys the current capacity from several thousand individual Webmaster, comes the voluntary subsidy to the Taobao seller, reason that does that for the consumer to consumer business rapid pull-up, at present looks like, this goal has overfulfilled. 淘宝联盟从最初成立到现在,所有的成本都是由平台补贴,换句话说,是李牧花钱从数千家个人站长手里买流量,来义务补贴给淘宝的卖家,之所以这么做,是为了把c2c业务迅速拉升起来,眼下看来,这个目标已经超额完成。 In order to make up trades in the way of development is the special measure of special period, but because violates the market discipline, is not the long-term task, truly long-time solution is to let its full marketability and commercialization inevitably, found the lifestyle. 以补贴换发展的方式是特殊时期的特殊办法,但由于违背市场规律,绝非长久之道,真正长久的解决方案必然是让其充分市场化、商业化,找到自己生存方式。 With the continuous growth of Taobao Alliance, the Taobao Alliance cost rises suddenly , to continue such subsidy the words, let alone Taobao, ten Taobao were also not necessarily able to undertake, this seemed the government to give the gradual tax-free policy and assistance money of enterprise, for can send in the right track the enterprise quickly rather than the permanent subsidy, therefore the cost transfer of Taobao Alliance to the seller, was the inevitable market discipline. 随着淘宝联盟的不断壮大,淘宝联盟的成本急剧升高,继续这样补贴的话,别说淘宝,十个淘宝也未必能承担得了,这就好像政府给予企业的阶段性免税政策以及扶持资金,为的是能够更快将企业送入正轨而不是永久性的补贴,所以将淘宝联盟的成本转移给卖家,是必然的市场规律。 The Teacher Lei thoughts are flexible, moreover is skilled in the operation, soon then realized huge profit that in the Taobao Alliance huge current capacity contains, therefore his suggestion basically and guess of Cai Chongxin is similar, hopes that can through Taobao Alliance, increase a source of income to the Taobao net. 雷教主心思活泛,而且精于运营,很快便意识到淘宝联盟巨大流量中蕴含的巨大利润,所以他的建议基本上和蔡崇新的猜测差不多,希望能够通过淘宝联盟,给淘宝网增加一个收入来源。 Brother Liu heavy mood, although can also be able to see in the Taobao Alliance vast business opportunity, but he felt, the Taobao net must make a service e-Commerce platform finally, must therefore have the moral integrity, makes money, but some money cannot gain, but in his opinion, Taobao Alliance is an advantage in the entire e-Commerce powerful mechanism, should not be brought to make money. 刘师兄重情怀,虽说也能看得出淘宝联盟里面的巨大商机,但是他却觉得,淘宝网最终还是要做一个服务型的电商平台,所以必须要有节操,赚钱可以,但有的钱不能赚,而在他看来,淘宝联盟是一个利在整个电子商务的强大机制,就不该被拿来赚钱。 The Li Mu's innermost feelings favor Brother Liu more on the whole, in his opinion, the gentleman takes being correct avariciously, he himself gives the Taobao Alliance biggest mission is to become to promote the Taobao net, even the engine of e-Commerce development, rather than becomes another money-making machine in hand. 李牧的内心大体上更倾向刘师兄多一些,在他看来,君子爱财取之有道,他自己赋予淘宝联盟的最大使命是成为推动淘宝网,甚至电子商务发展的发动机,而不是成为自己手里的又一台赚钱机器。 Looking like 3321 are the same, it should be pure, rather than business. 就像是3321一样,它应该是纯粹的,而不是商业的。 Therefore, Li Mu said to two people in the office: „Regarding Taobao Alliance, my view is, at least in the current these days, I do not prepare to gain with it, the principle and algorithm of Taobao Alliance are actually not what difficult problems, many companies are capable of realizing Taobao Alliance in the technical point, but the maximum disparity is we give the Taobao Alliance core idea truly that.” 于是,李牧在办公室里对两人说:“对于淘宝联盟,我个人的看法是,起码在目前的这段时间里,我不准备用它来盈利,淘宝联盟的原理、算法其实都不算什么难题,很多公司都有能力在技术层面实现淘宝联盟,但最大的差距是我们才是真正赋予淘宝联盟核心理念的那个。” Saying, Li Mu was also saying: „My idea is, the election algorithm of Taobao Alliance is invariable, we do not accept the seller to buy the current capacity on own initiative, the only way is our algorithms synthesizes the views, conversion rates , the total sales volumes, the total degrees of comparison, the total high praise rates as well as ten thousand throw compared with the weight, conducts intelligent matching and ensure the flow distribution of Taobao Alliance is fair and fair, must mold a healthy condition of business to the Taobao seller, making them know, who diligently, who is more attentive, whose integrity, who pays great attention to the consumer, who can obtain a higher weight, more resources each shop.” 说着,李牧又道:“我的想法是,淘宝联盟的推选算法不变,我们不接受卖家主动花钱购买流量,唯一的方式便是我们的算法综合每一个店铺的浏览量、转化率、总销量、总信用等级、总好评率以及万投比的权重,来进行智能匹配,保证淘宝联盟的流量分配公平、公正,要给淘宝卖家塑造一个健康的经营环境,让他们知道,谁更努力、谁更用心、谁更诚信、谁更注重消费者,谁就能得到更高的权重、更多的资源。” Teacher Lei asked Li Mu: „Chief Li, if we do not accept the seller to purchase on own initiative, how we should payment promotion idea landing?” 雷教主问李牧:“李总,如果我们不接受卖家主动购买,那我们应该如何把付费推广的理念落地呢？” Li Mu said with a smile indifferently: „Very simple, no matter we first seller are willing to purchase on own initiative, we first running algorithm, through our algorithms, screens part to have the opportunity promoted shop and commodity, and calculates promoted demonstration that each shop commodity will soon obtain, then transmits a confirmation to request to the seller in the Taobao Alliance backstage, informs the seller, in his shop has certain commodities to have the opportunity to obtain the promotion of Taobao Alliance, many demonstration and estimates bring many click as well as transform effectively, estimates general promotion expenses, if he is interested, first pays for the promoted fee/spent, the promoted fee/spent and obtains the system confirmation after the Alipay payment., The advertisement of this shop commodity then gets online.” 李牧淡然笑道:“很简单,我们先不管卖家愿不愿意主动购买,我们先跑算法,通过我们的算法,筛选出一部分有机会得到推广的店铺和商品,并且计算出每一个店铺商品即将得到的推广展示量,然后在淘宝联盟的后台给卖家发送一个确认请求,告知卖家,他的店铺中有某些商品有机会获得淘宝联盟的推广,多少展示量、预计带来多少有效点击以及转化,预估出一个大概的推广费用,如果他感兴趣,先支付推广费,推广费通过支付宝支付并得到系统确认之后,这家店铺商品的广告即可上线。” Teacher Lei nods: „I understood, the road that in other words, we totally give up bidding, first screens to have the user who the opportunity has the promoted opportunity, simultaneously calculates general demonstration and expense, making seller decide whether promotes.” 雷教主点了点头:“我明白了,也就是说,我们彻底放弃竞价的路,先筛选出有机会获得推广机会的用户,同时计算出大概的展示量和费用,让卖家自己决定是否推广。” „Right.” Li Mu said: „As the matter stands, we ceased the link of bidding.” “对。”李牧说:“这样一来,我们就杜绝了竞价的环节。” Saying, a Li Mu face earnestly said to Teacher Lei: „Chief Lei, some words saying that possibly is not quite of pleasant to hear, but our three people are the Taobao core teams, therefore the coarse words I must say ahead of time, without a doubt, the progressive absolutely is the best way of platform maximum benefit, but I believe, the progressive to the entire e-Commerce development, is unchaste kill the goose that lays the golden eggs, even forces girls into prostitution!” 说着,李牧一脸认真的对雷教主说:“雷总,有些话说起来可能不太好听,但是咱们三个人是淘宝的核心团队,所以难听的话我也必须要提前说出来,毫无疑问,竞价广告绝对是平台利益最大化的最佳方式,但是我认为,竞价广告对整个电子商务发展来说,是无节操的杀鸡取卵,甚至是逼良为娼！” Not only Teacher Lei, Brother Liu was shocked by the Li Mu such heavy words. 不只是雷教主,就连刘师兄都被李牧这么重的话惊呆了。 Two people looks at Li Mu, the Li Mu whole face said seriously: „e-Commerce involves more is the sale of entity product, since is the entity product, then must have the strict quality safeguard, the price safeguard and post-sale safeguard, if adopts the way of bidding promotion, was equivalent to us to write off the prospects for development of low profit product directly, will mislead the entire industry.” 两人看着李牧,李牧满脸严肃的说:“电子商务涉及的更多是实体产品的销售,既然是实体产品,那么就必然要有严格的品质保障、价格保障以及售后保障,如果采取竞价推广的方式,相当于我们直接抹杀掉了低利润产品的发展前景,甚至会把整个行业引入歧途。” „Draws an analogy, similarly is the liquid gas valve, product A sells 30, but the room for profits only has three Yuan ; Product Boss sells for 15 Yuan, because the needed materials are bad, processing to be not very fine, the room for profits can also achieve to scatter the Yuan, if in the normal condition sells, all makes consumer decide that two models of products attract the respective target customer depending on the skill respectively, if adopts advertisement bidding the way, that messed up thoroughly!” “打个比方,同样是液化气阀门,产品a卖三十块,但是利润空间只有三元;产品b卖十五元,但因为用料较差、加工不够精细,利润空间也能做到撒元,如果是正常情况下销售,全让消费者自己决定,那两款产品各凭本事吸引各自的目标客户,但是一旦采取广告竞价的方式,那就彻底乱套了！” „The product A room for profits is insufficient, can only be able to undertake each uv 10 cents the price, but product Boss actually through further reduces the quality and deflation cost, achieved eight Yuan the room for profits of single product, instead had seven Yuan rooms for profits, even can undertake each uv two hair five price, that as the matter stands, all the demonstration opportunity about liquid gas valve, was occupied by product Boss, the consumer sees is the product Boss advertisements, overwhelming majorities will naturally purchase product Boss, is product Boss, when deflation cost, pushed down the quality inevitably, if its product has 1/10000 spillage risks., This concerns the human life.” “产品a的利润空间不足,只能承担得起每个uv一毛钱的价格,可产品b却通过进一步降低质量、缩减成本,把单个产品的利润空间做到了八元,反而有了七元的利润空间,甚至能承担得起每个uv两毛五的价格,那这样一来,所有关于液化气阀门的展示机会,都被产品b所占据,消费者看到的都是产品b的广告,自然绝大多数都会购买产品b,可是产品b在缩减成本的时候,必然拉低了质量,如果它的产品有万分之一的泄露危险,这都关乎人命。” At this point, Li Mu also said: „Naturally, bidding also has another possibility, that is product in order to wins in bidding, imitates Boss, goes all out to reduce own product cost, end product A and product Boss will enter to a seesaw battle of deflation cost, continuously for a long time hence, the market of entire liquid gas valve will fall into to the tide of deflation cost, soon, in the market basically could not buy truly high-quality liquid gas valve, at that time, facing the whole country various accidents that because liquid gas divulging caused, did we comfort our consciences with what?” 说到这里,李牧顿了顿又道:“当然,竞价还有另一种可能,那就是产品a为了能够在竞价中取胜,也模仿b,拼命降低自己的产品成本,最后产品a和产品b就会进入到一种缩减成本的拉锯战中,长此以往,整个液化气阀门的市场都会陷入到缩减成本的浪潮之中,用不了多久,市面上基本上就买不到真正优质的液化气阀门了,那时候,面对全国各地因为液化气泄漏引发的各种事故,我们拿什么安抚我们的良心？” „You possibly thought that liquid gas valve commodity very young numerous, without too big influence, that think the furniture, thinks the finishing material, thinks the toys and various types of things, if these industries to bid, the unceasing cost reduction, finally what to do causes to advance consumer front product quality not to go through a strategic pass? What to do if the methanal and other harmful substances do exceed the allowed figure? What to do if causes the babies and infants to suffer from leukemia and other critically ill should? In the legal principle theory of law looks, we are only a platform, we naturally do not have the responsibility, however engages in introspection, can we feel at ease?” “你们可能觉得液化气阀门这种商品很小众,没有太大影响力,那就想一想家具、想一想装修材料、想一想儿童玩具及各种用品,如果这些行业为了竞价,不断降低成本,导致最终推到消费者面前的产品质量不过关怎么办？如果甲醛等有害物质超标怎么办？如果造成婴幼儿罹患白血病等重症该怎么办？法理上看,我们只是一个平台,我们自然没有责任,但是扪心自问,我们能心安吗？” Teacher Lei and Brother Liu kept a serious look, long time to be speechless. 雷教主与刘师兄表情严肃、半晌无语。 Li Mu sighed, said: „Commercial competition must form the environment of benign competition, otherwise the consequence is dreadful, if thrusts the going all out cost reduction and enhancement promotion budget direction to come up the industry, we became the criminal of entity manufacturing industry.” 李牧叹了口气,说:“商业竞争一定要形成良性竞争的大环境,否则后果不堪设想,如果把行业推入到拼命降低成本、提高推广预算的方向上去,那我们就成为实体制造业的罪人了。” At this time, a Li Mu thread of conversation revolution, said especially seriously: „But, if we do persevere the moral integrity as the even Taiwan? If we persevere the moral integrity, become greedy at the sight of money and do not take the maintenance health the condition of business to cease the malignant bidding promotion, to let as own duties and in our platforms of platform promote money that the assignment basis of resources no longer is only who gives thoroughly to be many, but is who operates, the integrity operation earnestly, who the consumer approves? In this case, can although make the e-Commerce overall healthy development I indefinite, can promote the entity manufacturing industry healthy development I not to dare to vouch, but we can guarantee at least, all sellers in our platforms must the well-mannered and conscientious operation, achieve this point, we can at least with a clear conscience!” 这时,李牧话锋一转,格外郑重的说:“但是,如果我们作为平台方坚守节操呢？如果我们坚守住节操、不要见钱眼开、把维护健康的经营环境作为平台的己任、在我们的平台上彻底杜绝恶性竞价推广、让推广资源的分配依据不再只是谁给的钱多,而是谁更认真经营、更诚信经营、谁更得消费者认同呢？这样的话,虽然能不能让电子商务整体健康发展我不确定,能不能推动实体制造业健康发展我更不敢打包票,但是我们起码可以确保,所有卖家在我们的平台内必须规规矩矩、脚踏实地的经营,做到这一点,我们起码可以问心无愧！” Teacher Lei quite a while, said silent especially ashamed: „Chief Li, I somewhat was truly shortsighted in this issue, without expecting to tender the back implication the crisis, you said right, we truly must guarantee the healthy development of platform.” 雷教主沉默半天,格外惭愧的说:“李总,我在这个问题上确实有些短视了,没预料到竞价背后蕴含的危机,你说得对,我们确实要保证平台的健康发展。” Li Mu could see that Teacher Lei is not flickering oneself, shows a faint smile, to two humanity: „Time, since gives the status of our pioneer, we must undertake the pioneer proper sense of responsibility, I can permit in the future day of Taobao because of poor management the bankruptcy, but I cannot permit Taobao, even am the real economy drag into the wrong road China e-Commerce, in that case, I make much money even, is unable to feel at ease!” 李牧看得出雷教主不是在忽悠自己,微微一笑,对两人道:“时代既然赋予我们开拓者的身份,那我们就必须要承担起开拓者应有的责任感,我可以允许将来有一天淘宝因为经营不善而破产倒闭,但我不能允许淘宝把华夏的电子商务、甚至是实体经济拉入歧途,那样的话,我就算赚再多的钱,都无法心安！”
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