RINAPE :: Volume #8

#739: Basic social responsibilities 【Third, asked monthly ticket】

LNMTL needs user funding to survive Read More

The development of China e-Commerce domain is passes through many experts and many platforms, many years of fumble to finalize finally, the entire industry flooded the every large or small innumerable enterprise, the most typical three platforms respectively are Taobao, Tmall and Jingdong. 华夏电商领域的发展是经过多个牛人、多个平台、多年的摸索才最终定型的,整个行业充斥了大大小小数不清的企业,其中最具有代表性的三个平台分别是陶宝、天猫和京东。 Taobao is pure consumer to consumer, is the trading platform of third party middle-and-small seller and consumer ; Tmall is throwing over consumer to consumer of business to consumer coat, to put it bluntly the trading platform of third party seller and consumer, but the business threshold was enhanced ; Jingdong is the business to consumer typical representative, the purchase, warehousing, sale and distribution, oneself can realize the operation is highly independent as well as controls highly. 陶宝是纯粹的c2c,是第三方中小型卖家和消费者的交易平台;天猫是披着b2c外衣的c2c,说白了还是第三方卖家和消费者的交易平台,只不过商家门槛被提高了一些;京东则是b2c的典型代表,自行采购、仓储、销售、配送,自身可以实现运营的高度自主以及高度把控。 In the Li Mu eye, the development of previous life Taobao net is somewhat abnormal, in stage that the original capital accumulates, resorts to all means and gives up approach Li Mu of bottom line begging to differ, counterfeit goods issue that for example most is despised by the people. 在李牧眼里,前世陶宝网的发展是有些畸形的,在原始资本积累的阶段,不择手段和放弃底线的做法李牧不敢苟同,例如最为人诟病的假货问题。 In so many years that Taobao has, counterfeit goods stubborn illness is closely associated, is the same like the stubborn psoriasis, will only be covered by the bright clothing, but had not always been cured truly. 在陶宝存在的这么多年里,假货这个顽疾如影随形,就如同顽固的牛皮癣一样,只会被鲜亮的服装所遮挡,但从来未被真正治愈。 Li Mu felt, Taobao and sell toleration of fake business to the counterfeit goods, caused the counterfeit goods and gradually loses control to overflow of sales entire supply chain from the manufacture, the counterfeit goods became malignant tumor that puzzles the national retail. 李牧觉得,正是陶宝自身对假货和售假商家的纵容,才导致了假货从制造到销售整个产业链的泛滥和逐渐失控,以至于假货成了困扰全国零售行业的毒瘤。 Taobao commercial city that afterward is born, namely Tmall, in some sense look, from birth at that moment Taobao is recalling the accusation of reputation on the carrying/sustaining, because Tmall raised the moving into threshold of merchant, can „proud” propaganda Tmall is equal to the quality goods the concept. 随后诞生的陶宝商城,即天猫,在某种意义上看,从诞生的那一刻就承载着陶宝挽回名声的指责,因为天猫提高了商户的入驻门槛,阿哩才能“骄傲”的宣传天猫等于正品的概念。 However looks like in Li Mu, this radically is a despicable shift line of sight technique, has not attacked Taobao online Li ghost truly, instead drew Tmall Li Kui, then pointed at Li Kui saying: „You looked, here only sells the quality goods.”, What significance but there is? Under the ray semblance, is hiding innumerable Li ghost throughout. 但是在李牧看来,这根本就是一种卑劣的转移视线手法,阿哩没有真正打击陶宝网上的李鬼,反而是把李逵拉到了天猫,然后指着李逵说:“你看,我们这里只卖正品。”,但有什么意义呢？光线的外表下面,始终隐藏着无数个李鬼。 The previous life Taobao counterfeit goods are in flood, but Taobao ignores counterfeit goods development, part of reasons are also because they are starting an undertaking the initial several years, cannot attract the attention of brand business. 上辈子的陶宝之所以假货泛滥、而陶宝之所以放任假货发展,一部分原因也是因为他们在创业初期的几年,根本吸引不到品牌商家的关注。 Without quality goods source of goods, wants to expand the line of goods and promotion platform of turnover platform, they then abandoned the principle, chose the benefit. 没有正品货源,又想扩充平台的商品种类、促进平台成交量,他们便抛弃了原则,选择了利益。 Cites a very practical example, Taobao was born for 5-7 years after 2003 , the nike shoes that Taobao online sold estimated that over 95% were the counterfeit goods, if at the beginning of 2003 Taobao established, they can attract the nike brand to move into, have really Li Kui, then the sale of false nike will certainly be greatly affected, moreover there is really nike, Taobao have the nike product, therefore stemming from protecting oneself, protection partner, will certainly attack counterfeit nike. 举一个非常实际的例子,从2003年陶宝诞生之后的5-7年时间里,陶宝网上卖的nike鞋估计有95%以上都是假货,如果2003年陶宝创立之初,他们就能够吸引到nike品牌入驻,有真李逵在,那么假nike的销路就一定会大受影响,而且有真nike在,陶宝自身已经拥有了nike产品,所以出于保护自己、保护合作商,也一定会严厉打击假冒nike。 But the fact is actually: Because without really nike joins, user also to have the demand to nike, therefore the counterfeit goods manufacturer and seller detected that the opportunity, counterfeit nike will move to Taobao online to sell with joint forces, but Taobao net platform also need the nike product to expand its product database, since at this time nike were a blank, real Li Kui please, happen to false nike come, everyone accorded to his need, has a tacit understanding, those who were hapless was who? Naturally is these consumers of nowhere rights protection. 但事实却是:因为没有真nike加入、用户又对nike有需求,所以假货制造商和销售商察觉到了机会,合力将假冒的nike搬到了陶宝网上进行销售,而陶宝网平台自身也需要nike的产品来扩充其产品库,既然这时候nike是个空白,真李逵又请不过来,正好假nike来了,大家各取所需,心照不宣,倒霉的是谁？自然是那些无处维权的消费者。 Li Mu wants to make a internet person who has the basic social responsibilities, therefore his Taobao must strangle this vicious circle fundamentally, he comes up to invest the big resources to promote Brand Day certainly, for is to make the Taobao net come up to attract the attention of name brand enterprise as soon as possible. 李牧想做一个具备基本社会责任感的互联网人,所以他的淘宝要从根本上扼杀掉这个恶性循环,他一上来就投入绝大的资源来推广品牌日,为的就是让淘宝网一上来就尽快吸引到品牌企业的关注。 Li Mu does not want step by step from hanging the silk starts by own Taobao, he must move with Brand Day, in advances in the Taobao net a widely-noted altitude from the beginning, lets all want the enterprise and brand that in the China retail market makes money submit to the face of the Taobao contour big online marketing capacity. 李牧不想让自己的淘宝一步步从吊丝起步,他要用品牌日活动,在一开始就把淘宝网推到一个举世瞩目的高度上,让所有想在华夏零售市场赚钱的企业和品牌在淘宝网强大的线上销售能力面前臣服。 Perhaps a Brand Day day 2.683 billion sales volumes, must become a flash news of shocking nation by early tomorrow morning, various brands will perhaps also snatch broken to cooperate, comes up to tie up a large number of name brand enterprises, the quality goods is not needing to be worried completely, the quality goods are more, more entire, the existing space of counterfeit goods is smaller. 品牌日一天26.83亿的销量,到明天一早恐怕要成为一个震惊全国的大新闻,各种品牌恐怕也会抢破头来合作,一上来就捆绑着大量品牌企业,正品完全不用担心,正品越多,越全,假货的生存空间就越小。 ...... …… Analyzes the data, Li Mu telephones to Liu Qiangdong in around 1 : 00 am, told him oneself general results analysis, simultaneously reminded: „ Brother Liu, Brand Day is so successful, behind will certainly attract massive brand alliance cooperation, considering our platform current situation, must make the Business personnel try hard to develop the daily use articles the market! 分析完数据,李牧在凌晨 1 点多给刘镪东打电话,把自己大概的分析结果告诉他,同时提醒道:“刘师兄,品牌日这么成功,后面一定会吸引大量品牌加盟合作,鉴于我们平台目前的形势,一定得让商务人员努力开拓日用百货的市场！ When we logistics demand consumption of Brand Day almost, also the platform must to some daily use articles brand formulation corresponding preferential policies of alliance, supports their probably make them also put out to yield profit, when the time comes we prepare some category promotions, draws user's Online shopping to daily use articles warm, from train the Online shopping custom of user bit by bit , to promote their Online shopping frequencies. ” 等我们把品牌日的物流需求消耗的差不多之后,平台要给一些加盟的日用百货品牌制定相应的优惠政策,扶持他们的同时也要让他们也拿出一些让利来,到时候我们筹划一些品类促销活动,拉动用户对日用百货的网购热情、从一点一滴去培养用户的网购习惯,提升他们的网购频次。” Liu Qiangdong says immediately: „This you felt relieved although, I had also considered the daily necessities are familiar with the development level in training to the user, therefore I made the hunter discuss specially a medium executive in large-scale daily use articles category company, the preparation dug one batch, drew our daily use articles category sale full power.” 刘镪东立刻说道:“这个你尽管放心,我也考虑过日用品对用户习惯培养方面的重要程度,所以我专门让猎头谈了一家大型日用百货品类公司的中高层,准备挖过来一批,全力拉动我们的日用百货品类销售。” Li Mu heart next one happy, since making Taobao has been in the belt/bring rhythm, now Brother Liu this is to save was similar, finally can erupt? 李牧心下一喜,做淘宝以来一直是自己在带节奏,刘师兄现在这是积攒的差不多了,终于要爆发了吗？ Therefore Li Mu asked him: „The talents in which daily use articles companies at present do we communicate?” 于是李牧问他:“目前咱们都沟通了哪些日用百货公司的人才？” Liu Qiangdong said: „In the future I want to act according to commodity the category, establishes several independent project division in Taobao, for example electronic products project division and office supplies project division and clothing general merchandise project division and daily use articles project division, in this most need to subdivide is daily use articles project division, what therefore I estimate, must subdivide several groups under this project division, for example: Daily Chemical Products Group and food and drink group and cooking oil blend flavors the group and daily necessities group and maternal infant thing group wait/etc.” 刘镪东说:“未来我想根据商品的品类,在淘宝成立几个单独的事业部,比如电子产品事业部、办公用品事业部、服装百货事业部、日用百货事业部,这里面最需要细分的就是日用百货事业部,所以我预想的是,在这个事业部下面还要细分出好几个群组,比如:日化用品组、食品饮料组、粮油调味组、生活用品组、母婴用品组等等。” Introduced that own plan, Liu Qiangdong answered the Li Mu issue: „Therefore you asked the talents in which companies a moment ago I communicated, the specific situation is: I made the hunter relate Procter & Gamble, Unilever and right candidates in US (America) Johnson these three day thing established enterprises, because they thing the market to the domestic day goods industry as well as day and customers demand had very thorough understanding, therefore I planned to dig a person to come from these enterprises, was our Daily Chemical Products Group manager.” 介绍完了自己的规划,刘镪东才回答李牧刚才的问题:“所以你刚才问我沟通了哪些公司的人才,具体的情况是:我让猎头联系了宝洁、联合利华、美国强生这三家日化用品老牌企业里的合适人选,因为他们对国内日化用品行业以及日化用品的市场、用户需求有非常深入的了解,所以我计划从这几家企业中挖一个人过来,担任我们日化用品组的管理者。” „For similar, the talent localizations of several other group management posts is the Gyari cooking oil, Hengan Group, Want Want as well as Kang Shifu and Coca-Cola these companies, each company strives to dig a credible person to hold the post of our in which management post, in this case, we will have the team that most understood the domestic consumer daily life demand in the future, moreover there are them , the brand relations will be easier to maintain.” “出于同样的考虑,其他几个群组管理岗的人才定位是嘉里粮油、恒安集团、旺旺集团以及康师傅和可口可乐这些公司,每一个公司争取挖一个靠谱的人担任我们的其中一个管理岗,这样的话,将来我们就有了一支最了解国内消费者日常生活需求的团队,而且有他们在,品牌关系会更容易维护。” The Li Mu hear acclaimed again and again: „This means were good, has the analysis, to have the goal, to carry out the plan and transformed approach, is complete, defers to the office that you said! Must the category development perfectly is better, trains the Online shopping custom of user, so long as the platform turnover and volume of business continually were raised, when the time comes matched our logistics system again, we can make the self-management business directly!” 李牧听完连连赞叹:“这个办法太好了,有分析、有目标、有执行方案和转化思路,非常完整,就按照你说的办！一定要把品类开发的越完善越好,把用户的网购习惯培养出来,只要平台成交量、成交额不断提升,到时候再搭配我们自己的物流系统,我们就可以直接做自营业务了！” „Relax!” Liu Qiangdong said firmly: „I fulfill certainly their mission!” “放心吧！”刘镪东坚定地说道:“我一定不辱使命！” Saying, Li Mu was also saying: „I will go back tomorrow, we meet again, matter standard that the business said that you will send a news release tomorrow morning, sends out to move into Taobao to open the invitation of flagship store on behalf of Taobao officer direction all enterprises and business, the condition that moves into is invariable, but must declare a point: Taobao has one set of complete algorithm, more moves into the Taobao business early, its weight is higher, but a weight higher business, more can obtain multi-resources to incline, tomorrow will definitely receive the application that lots of business move into, must make our verification personnel check, can not put in any aptitude unprepared enterprise.” 说着,李牧又道:“我明天回去,我们再开个会,把商家引入的事情规范一下,你明天上午发一个新闻稿,代表淘宝官方向所有企业、商家发出入驻淘宝开设旗舰店的邀请,入驻的条件不变,但是要申明一点:淘宝内部有一套完整的算法,越早入驻淘宝的商家,其权重就越高,而权重越高的商家,越能够获得更多资源倾斜,明天肯定会收到大量商家入驻的申请,一定要让我们的审核人员把好关,不得放入任何一家资质不齐备的企业。” „Also, the Taobao Brand Day data is so high, perhaps in the future will also attract a large number of middle-and-small sellers, we welcome all middle-and-small sellers to move into principle, but must conduct to the commodity of middle-and-small seller controls strictly, in our platforms, the counterfeit and shoddy products must resolutely attack.” “还有,淘宝品牌日的数据这么高,恐怕未来还会吸引大量的中小型卖家,我们原则上欢迎所有中小型卖家入驻,但一定要对中小型卖家的商品进行严格把控,在我们自己的平台上,假冒伪劣产品要坚决打击到底。” Liu Qiangdong immediately says: „Fake and shoddy this I do not have laxly, will not make Taobao the counterfeit goods soil!” 刘镪东立刻说:“假冒伪劣这一块我一点都没有松懈过,绝不会让淘宝成为假货的土壤！” „Good.” Under the Li Mu heart satisfies, asked him: „10 million orders, can our logistics transportation safeguard?” “好。”李牧心下满意,又问他:“一千万个订单,我们的物流运输可以保障吗？” Liu Qiangdong said: „You felt relieved that started from yesterday 0 : 00, repeatedly our more than 20 car(riage)s kept transported the order of this/should province to the collection and distribution centers of various postal service provinces, postal service Express Mail Service of each province after receiving our packages starts sending within local range to work immediately, now the postal service gives our treatment is: First the sort and priority transport, first distribute, basically concentrates to serve for us most personnel vehicles!” 刘镪东说:“你放心吧,从昨天0点开始,我们二十多辆车反复不停的向邮政各省的集散地运输该省的订单,每个省的邮政ems在收到我们的包裹之后就立刻开始本地范围内的派送工作了,现在邮政给咱们的待遇是:优先分拣、优先运输、优先配送,基本上把绝大多数的人员车辆都集中起来在为咱们服务！” Saying, Liu Qiangdong was saying: „Before cutting off for one hour, we had delivered 8 million packages to postal service Express Mail Service of provinces , autonomous regions , municipalities, the provinces and cities order that Yanjing, Shanghai, Guangzhou, Chuandu, Hanzhong and Liaoning-Shenyang these six big warehousing bases are, basically carried off by local Express Mail Service directly distributed, can complete the entire consignment work in the next 48 hours absolutely, the distribution work will complete in the 24 hours after consignment.” 说着,刘镪东道:“截止一个小时以前,我们已经向全国各省、自治区、直辖市的邮政ems交付了800万个包裹,这其中燕京、沪市、羊城、川都、汉中、辽沈这六大仓储基地本身所在的省市订单,基本都直接由当地ems拉走配送了,未来48小时之内绝对可以完成整个发货工作,配送工作会在发货后的24小时内完成。” The point-to-point transportation strategy of Li Mu formulation is targeted, no matter he order has many specifically, he infers all these orders to flow to the national major provinces, autonomous regions and municipality from the result finally, particularly eastern China and southern China several provinces and cities are most important, therefore he makes his motorcade take undivided attention, makes the point-to-point transportation from the major warehousing bases to some province. 李牧制定的点对点运输策略非常有针对性,他不管订单数量具体有多少,他从结果来推导所有的这些订单最终都要流向全国各大省、自治区和直辖市,尤其是华东、华南几个省市是重中之重,所以他让他的车队心无旁骛,从各大仓储基地向某一省做点对点运输。 Under this big main key, six big base in the transportation in provinces and cities by the local Express Mail Service solution, almost regarded Express Mail Service completely had the logistics to use. 在这个大基调下,六大基地自身所在省市的运输就完全由本地ems解决,几乎把ems当成了自有物流来用。 For example: The Yanjing local 1 million packages do not need Taobao to transport, every time sorts one batch, carries off by Yanjing local Express Mail Service directly sends ; The Shanghai local area has 2 million packages, the Taobao Shanghai warehouse sorts, also directly by local Express Mail Service carries off starts to send, 2 million orders of entire Guandong after the Guangzhou warehouse sorts, gave Guandong directly the Express Mail Service Guangzhou collection and distribution center, is made this province to send by them directly, this distribution does not take Taobao own ample capacity. 比如:燕京本地的一百万个包裹根本不需要淘宝自己运输,每分拣出一批,就由燕京本地的ems直接拉走派送;沪市当地有两百万个包裹,淘宝的沪市仓库分拣出来自后,也直接由本地ems拉走开始派送,整个粤省的两百万个订单在羊城仓库分拣出来之后,也直接给了粤省ems羊城集散地,由他们直接做本省派送,这种配送不占用淘宝自己的运力。 But Taobao own effort completely centralized to other provinces that the warehousing base covered, for example Shanghai nearby Zhejiang Province this time has probably about 1 million packages, these 1 million packages , then by Taobao own motorcade back and forth and continuous transports/fortunes Hangzhou from Shanghai, gives entire Zhejiang Province postal service Express Mail Service. 而淘宝自身的用力全部集中到了仓储基地所覆盖的其他省份,例如沪市附近的浙省这次有大概将近一百万个包裹,这一百万个包裹则由淘宝自己的车队来回不停、源源不断的从沪市运到杭城,交给整个浙省的邮政ems。 The Taobao public relations team consumed massive manpower and resources financial resource on maintaining regional the links of postal service leadership, at this time played the effect thoroughly, after Express Mail Service almost other businesses lost to the brain, in these two are in the three days time, concentrated to provide over 90% ample capacities to Taobao, everyone was the same like the assembly line, completed the part that oneself undertook efficiently, overall fast seamless coordination, turnover efficiency quick astonishment. 淘宝的公关团队耗费了大量的人力物力财力在维护各地邮政领导的环节上,这种时候就彻底发挥功效了,ems几乎把其他业务都丢到脑后,在这两到三天时间内,把90%以上的运力都集中提供给了淘宝,大家如流水线一样,高效完成自己承担的部分,整体快速无缝的配合,周转效率快的惊人。 ( To be continued.) (未完待续。)
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