RINAPE :: Volume #8

#768: Says your demand

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If the China e-Commerce market is slightly mature, one year 100 billion scales, to e-Commerce website of lead are not any major problems, the Li Mu's Taobao net may let alone, not only consumer to consumer of middle-and-small seller, business to consumer of hybrid mode. 如果华夏的电子商务市场稍微成熟一点,一年千亿规模,对一个业内龙头地位的电商网站来说并不算什么大问题,更何况李牧的淘宝网可不只是中小型卖家的c2c,还有混合模式的b2c。 business to consumer is divided into two types in the China operator schema on the whole, the first type is Tmall, the third party build platform, the enterprise sellers moves, directly is faced the business to consumer pattern of ordinary consumer by the enterprise sellers ; The second type is Jingdong, oneself build the platform, oneself purchase from the third party enterprise, oneself conduct the warehousing and sale, distributes himself to face the business to consumer pattern of ordinary consumer. b2c在华夏的操作模式大体上分为两种,第一种是天猫,第三方搭建平台,企业级卖家入住,由企业级卖家直接面对普通消费者的b2c模式;第二种是京东,自己搭建平台,自己从第三方企业采购,自己进行仓储与销售、自己配送自己面对普通消费者的b2c模式。 Reason that said that is mixed type , because Li Mu present business to consumer is not the above two any types. 之所以说是混合型,是因为李牧现在的b2c不是以上两种的任何一种。 Compares the first type, Li Mu has not made the enterprise sellers face the consumer to sell directly, but is first takes the goods warehousing, to sell, to distribute ; However compares the second type, Li Mu has not entered to the stage of independent purchase, but this is also his next stage goal, after the logistics enters the right track, before the Taobao net must start immediately , the plan that arrange, vigorously promotes the self-management daily use articles sale, by that time, the relevant product is certain is the independent purchase, this can attain the biggest room for profits, as well as biggest independent rights. 相比第一种,李牧没有让企业级卖家直接面向消费者销售,而是自己先拿货仓储、自己销售、自己配送;但是相比第二种,李牧还没有进入到自主采购的阶段,不过这也是他的下一阶段目标,物流进入正轨之后,淘宝网要立刻启动之前自己定好的计划,大力推动自营日用百货销售,到那个时候,相关产品一定得是自主采购,这样才能拿到最大的利润空间,以及最大的自主权益。 In the future Li Mu to the plan of Taobao net is consumer to consumer, two business to consumer coexistence, such huge construction had basically assumed full responsibility of the business of entire retail level, if this was unable the achieving year volume of trade over 100 billion, Li Mu to feel to lose face in five years. 未来李牧给淘宝网的规划是一种c2c,两种b2c共存,这么庞大的架构基本上已经把整个零售层面的业务包揽了,这要是还不能在五年内做到年交易额过千亿,李牧自己都觉得丢脸。 Minister Zhen attention is the Taobao net future mass development, the domestic infrastructure economic needs stimulate, the retail to need to stimulate good, national need Taobao net such innovative firm brings the new power, however before giving adequate policy support, first finds out some Taobao net big bottoms fine. 甄部长关注的就是淘宝网未来的体量发展,国内基础经济需要拉动、零售行业需要利好刺激,国家需要淘宝网这样的创新型企业带来新的动力,但是在给予足够的政策支持之前,首先要得摸清楚淘宝网到底有多大的底。 Constructs the coal mine like the investment, must first know that here coal reserve has many, the mining difficulty to have much is big, design to yearly produce many tons, makes clear these, the high level has the energy to give the adequate support, similarly was the coal mine, the Mainland design output megaton-class coal mine is the big ore, the Meng Sheng range casual coal mine was the annual output ten million/countless tonner, a design annual output of strip mine exceeded the 20 million ton, disparity was not a tiny bit. 如同投资建煤矿,得先知道这里的煤炭储量有多少、开采难度有多大、设计年产多少吨,搞清楚这些,高层才有底气给予足够的支持,同样是煤矿,内地设计产量百万吨级的煤矿就已经算是大矿了,蒙省的鄂市随便一个煤矿都是年产量千万吨级,一个露天矿的设计年产量超过两千万吨,这其中的差距可不是一点半点。 At present, Li Mu's replied that makes the Minister Zhen heart exclamation also excited. 眼下,李牧的回答让甄部长心底惊叹又激动。 In five years the achieving year sells 100 billion, this is a bottom that only Li Mu hits, his optimistic estimate can be hundreds of billions, if this amount really cashed, that Taobao must become the top business of domestic retail absolutely. 五年内达到年销售千亿,这还是只李牧打的一个底,他的乐观估计可以达到数千亿,这个数额如果真兑现了,那淘宝绝对要成为国内零售行业的顶级企业。 After digesting this astonishing amount, Minister Zhen also asked the second question. 在消化了这个惊人的数额之后,甄部长又问出了第二个问题。 „Now the person of economic sphere has two views to the Taobao net, one type stimulates the function of domestic demand and promotion economy to affirm to the Taobao net ; Another sound actually thinks that the Taobao net in the impact real economy, the entity retail economy, thinks particularly Taobao placed the purchasing behavior of offline to move to online, because online avoided the hardware cost and manpower cost, therefore to the economy, is actually an injury, how do you see?” “现在经济学领域的人士对淘宝网有两种看法,一种对淘宝网拉动内需、促进经济的作用非常肯定;另一种声音却认为淘宝网是在冲击实体经济,尤其是实体零售经济,认为淘宝只是把原本放在线下发生的购买行为搬到了线上,但是因为线上免除了硬件成本和人力成本,所以对经济来说,其实是一种伤害,你怎么看？” Li Mu shows a faint smile, replied earnestly: „Minister Zhen, I did not deny that e-Commerce will move to online part of offline purchasing behaviors, after all e-Commerce is the revolution of purchasing behavior, is a more advanced and high-quality purchase way, its appearance will naturally bring certain impact on the traditional purchase way, but I explained this issue to you from a different angle.” 李牧微微一笑,认真答道:“甄部长,我不否认电子商务会将一部分线下购买行为搬到线上,毕竟电子商务是购买行为的一次革命,是一个更加先进而优质的购买方式,它的出现自然会对传统购买方式带来一定的冲击,但是我换一个角度跟您解释这个问题。” Saying, Li Mu controlled a rhythm slightly , to continue saying: „First, the offline expense is intellectual type spends, after most consumers had the demand, will purchase the product, but the online purchase is impulsive spends, through the powerful promoted channel and flexible promoted way, making the user on online have the purchase to be impulsive to some product, then direct on online purchases, in other words, the online sale can promote consumer ‚to spend randomly’, the offline consumer mostly is buying of need, does not need does not buy, but buying of online consumer most needs, unnecessary also buys, does not need completely will also buy.” 说着,李牧稍微控了一下节奏,继续说道:“首先,线下消费是理智型消费,大部分消费者是有了需求之后才会去购买产品,但是线上购买则是冲动型消费,通过强大的推广渠道与灵活的推广方式,让用户在线上对某种产品产生购买冲动,然后直接在线上进行购买,也就是说,线上销售更能够促进消费者‘乱花钱’,线下消费者大多是需要的买,不需要的不买,但线上消费者大多数需要的买,可买可不买的也买,完全不需要的也会买。” „Our Taobao Brand Day altogether sell various brand cell phones and Xiaolingtong numbers time by 100,000 ideas, some large number of users not bought machine the plan in a short time, the cell phone and Xiaolingtong to them are the unnecessary commodities, because of the Taobao price advantage and propaganda guidance, lets they made finally bought machine the preparation, this was online purchase impulsive in which one type.” “我们这一次的淘宝品牌日一共卖出去各品牌手机、小灵通数以十万台计,这其中有相当一部分用户在短时间内原本并无购机打算,手机、小灵通对他们来说一直是可买可不买的商品,但正因为淘宝的价格优势以及宣传引导,让他们最终做出了购机的准备,这就是线上购买冲动的其中一种。” Minister Zhen asked him curiously: „In addition, can the online purchase also bring other purchase impulsions?” 甄部长好奇的问他:“除此之外,线上购买还能带来其他的购买冲动吗？” „Naturally.” Li Mu said: „ With transfer efficiency, when you see the tcl cell phone in the traditional television advertisement, if the advertisement touched you, you are also unlikely to put down matter on hand to purchase one immediately, once then purchase impulsive cooling, your buying urge also greatly reduced, the effect that finally the tcl cell phone advertisement played merely was: When you decided truly when must purchase a cell phone, had read the advertisement can affect your judgment to a certain extent, you had looked at the tcl advertisement and impression are profound, then you, when purchases finally, chose the tcl cell phone, but this from you saw that the advertisement possibly has passed many day of even several months. „ “当然。”李牧说:“就拿转化效率来说,当您在传统电视广告上看到tcl手机,如果广告打动了您,您也不太可能立刻就放下手头的事情去购买一台,而一旦当时的购买冲动冷却,您的购买欲也就大大降低,最终tcl手机广告起到的效果仅仅是:当您真正决定要去购买一台手机时,曾经看过的广告可以一定程度上影响您的判断,您曾经看过tcl的广告并且印象深刻,那么您在最终购买的时候,选择了tcl手机,但是这距离您看到广告可能已经过去很多天甚至几个月了。“ „But on online? If I on online pushed a tcl cell phone to you suddenly, this cell phone touched you similarly . Moreover the price has the advantage compared with the offline shop, the most important thing is, you do not need to tidy up go out appropriately take to the streets to seek for the tcl shop, the click can purchase! Even if in 12 : 00 pm, you can also click on the link to skip to the purchase page directly, the click purchase, orders the payment, when your purchase has not started to cool impulsive, you have completed the purchase, then, your purchase will transform as the intense psychology impulsive anticipated, is hoping the cell phone delivers earlier ; After waiting for the cell phone to deliver, your psychological anticipation transforms to use the enthusiasm and joy of new cell phone immediately, you think to look, impulses from the purchase to the psychological anticipation again to the use enthusiasm, will I make your mood have the opportunity of cooling?” “但是在线上呢？如果我忽然在线上给您推了一台tcl手机,这台手机同样打动了您,而且价格比线下门店有优势,最重要的是,您不需要收拾妥当出门上街找寻tcl门店,点击就可以购买！哪怕是在夜里12点,您也可以直接点击链接跳转到购买页面,点击购买、下单付款,在您的购买冲动还没有开始冷却的时候,您就已经完成了购买,接下来,您的购买冲动就会转化为强烈的心理期待,盼着手机早点送上门;等手机送上门之后,您的心理期待就会立刻转化成使用新手机的热情与喜悦,您想想看,从购买冲动到心理期待再到使用热情,我会让您的心情有冷却的机会吗？” Minister Zhen hear this saying, at present one bright. 甄部长听完这话,眼前一亮。 Has never thought that e-Commerce also has such powerful psychological process, this thing too Xinying, oneself present also in stage of understanding, simply has not thought this thoroughly, but listened to a Li Mu such saying, thought that his set „impulsive expense” theory, was really reasonable. 从未想过,电子商务还有这么强大的心理作用,这东西太新颖,自己现在都还在了解的阶段,也根本没深入想过这一层,可是听李牧这么一说,却觉得他的这套“冲动消费”理论,真是非常有道理。 Immediately, Minister Zhen is liberal with saying of praise: „Little Li, you are young, but is really the business essence!” 随即,甄部长不吝赞美的说道:“小李啊,你年纪不大,但真的是个生意精！” Li Mu smiles humbly: „Minister Zhen you overpraised.” 李牧谦逊一笑:“甄部长您过奖了。” Minister Zhen beckons with the hand, sighed one lightly, said: „The economy of international and domestic big level must transform, the private enterprise and retail must transform, if the Taobao net truly can bring massively ‚impulsive expense’, thus promotes the retail expense mass of entire domestic society, then the entity sale was certainly attacked, I think that is also acceptable, we cannot to protect the traditional economic type halts, must promote the development of the emergent industry and new pattern at the same time, on the one hand forces jobholders under the traditional economy pattern to think to change, the initiative transformation with the market on own initiative, this can achieve online offline to reduce the conflict, even realizes to complement one another and complement each other.” 甄部长摆了摆手,轻叹一声,说:“国际和国内大层面的经济要转型,民营企业、零售行业也得转型,如果淘宝网确实能够带来大量的‘冲动消费’,从而提升整个国内社会的零售消费体量,那么实体销售遭受一定的冲击,我认为也是可以接受的,我们不能为了保护传统的经济模式而止步不前,要一方面推动新兴产业、新型模式的发展,一方面用市场逼迫传统经济模式下的从业人员主动思变、主动转型,这才能做到线上线下降低冲突,甚至实现相辅相成、相得益彰。” In Li Mu heart excited, Minister Zhen these words, were equal to affirming the Taobao business model, in other words, these opposed after Taobao sound already by the brain of his throwing, this was too important to Taobao, before Li Mu, was somewhat worried, oneself was too fierce, can the leader who e-Commerce played be very difficult to accept, after all previous life Taobao was also good, Jingdong, everyone is trying to find out and developing unceasingly unceasingly, the entire process was to proceed in an orderly way, plays very good paralysis action of postponemet in policy, wanted gentle many. 李牧心中兴奋,甄部长这一段话,就等于是肯定了淘宝的商业模式,也就是说,那些反对淘宝的声音已经被他抛之脑后,这对淘宝来说太重要了,李牧之前也有些担心,自己把电商玩的太猛了,领导会不会很难接受,毕竟上辈子淘宝也好、京东也罢,大家都是在不断摸索、不断发展,整个过程是循序渐进的,在政策方面也起到了很好的麻痹延缓作用,比自己要柔和的多。 However, what is lucky, leads has not conflicted to sudden and violent e-Commerce, instead in this special period, presents such potent drug, making them more for several points to anticipate to e-Commerce, only then in this leader did not question in the situation and not being worried about, Taobao net following can develop rapidly. 不过,万幸的是,领导对来势迅猛的电子商务并没有抵触,反而在这个特殊的时期,出现这么一剂猛药,让他们对电子商务更多了几分期待,只有在这种领导不质疑、不担心的情况下,淘宝网的后续才能够飞速发展。 At once, Minister Zhen asks: „Shortly after Little Li, Taobao net although only started, but in my opinion, absolutely was the e-Commerce lead goat, the attitude of government was also very clear, is willing to support the new economic type, to make the new attempt, we chatted our issue a moment ago, then should talk about the second topic now, says, which demands you had.” 旋即,甄部长开口问:“小李,淘宝网虽然刚起步不久,但在我看来,也绝对是电子商务的领头羊了,政府的态度也很明确,愿意支持新的经济模式、做新的尝试,咱们刚才聊完了我们的问题,那么现在该聊第二个话题了,说一说,你有哪些需求。” Finishes speaking, Minister Zhen supplements one: „You do not need to restrict, so long as is the fair , rational , and legal demand, you can say although, after we go back, certainly will discuss to the demand that you will propose earnestly, satisfaction as far as possible.” 话音刚落,甄部长又补充一句:“你不用拘束,只要是合情合理合法的需求,你都可以尽管提出来,我们回去之后一定会认真对你提出的需求进行商讨,尽可能的满足。” Li Mu went bad excitedly, chatting was so long, finally to proposing demand time, moreover leads is also especially bright, greatly that this saying said was opened wide the stance of eating by oneself, but Li Mu also reminded itself in the heart, led although saying that but oneself table manners cannot be too ugly absolutely, has to compel the standard how can while eating many ate, eats, this was most important one. 李牧激动坏了,聊了这么久,终于到提需求的时候了,而且领导这话说的也是格外敞亮,大有一副让自己敞开吃的架势,但是李牧也在心底提醒自己,领导虽然这么说了,但自己吃相也绝对不能太难看,怎么能在吃得多的同时又吃的雅、吃的有逼格,这才是最重要的一点。 Therefore, Li Mu clears throat, raises the pattern all of a sudden, opens the mouth saying: „Minister Zhen, the internet industry is the future of entire tertiary industry, but our China current internet development speed obviously falls behind the Western developed country, the Internet users number, the computer access quantity and internet employed company quantity and operator speed standard, the whole will have very big disparity with the Western country......” 于是,李牧清了清嗓子,一下子就把格局拔高,开口道:“甄部长,互联网行业是整个第三产业的未来,但是咱们华夏目前的互联网发展速度明显落后于西方发达国家,无论是网民数量、计算机接入数量、互联网从业公司数量以及运营商速率标准来看,整体都和西方国家有很大的差距……” „I particularly hope that the country can introduce some advantageous policies to stimulate the integral development of internet industry, we have such huge population dividend, if the country can add fuel to the flames, internet can certainly the blowout -type development , in the next several years, we definitely be able to save the strong strength in this case, realizes surpassing to developed country in the internet industry!” “我个人特别希望国家能够出台一些有利政策刺激互联网行业的整体发展,咱们有这么庞大的人口红利,如果国家能够推波助澜,互联网一定能够得到井喷式的发展,这样的话,未来几年里,我们肯定能够积蓄强大的实力,在互联网行业实现对发达国家的赶超！” ( To be continued. 17-01-16 (未完待续。、,您的支持,就是我最大的动力。)17-01-16 11:34: 44 11:34:44
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