Rekindle 2003

Chapter 545 Green Plum Boiled Wine and Discussing Heroes (2)

Qing Yun actually knew what the fourth stage was.

But he hesitated.

Because what happens at this stage will not only surpass the Great Hadron's cognition, but also affect the Great Hadron's thinking of beginning with the end in mind.

Qing Yun was silent for a while, then he lowered his fourth finger and decided to say only a small part.

After all, with him in this time and space, some of the chaos in the future might not happen at all.

"The fourth stage is called the content stage. In my understanding, the development trend of e-commerce at this stage is to become more quality-oriented and content-oriented. In the past, consumers could rely on traffic, low prices, and promotions to guide consumers to place orders. Now they are gradually relying on Genuine content.

In other words, routines will become less and less effective, and sincere things will become more and more popular.

The quality of goods has become the most basic issue. More and more small and beautiful things are being discovered, that is, medium and long-tail high-quality goods. And those goods that rely on traffic guidance, low prices, high sales, but poor actual quality, increasingly unpopular.

At the same time, the relationship between merchants and customers has changed. In the past, when we sold goods, the transaction was terminated, but the subsequent problems of customers, such as usage problems, after-sales problems, emotional expression problems, and relationship problems with merchants, these The needs are not well met.

Therefore, at this stage, the content of e-commerce is more about connecting the entire shopping guide transaction process, expanding from pre-sales, sales, after-sales, relationship maintenance, user care and other aspects, and serving customers thoughtfully.

Because of high-quality products and services, word-of-mouth marketing is becoming more and more effective. When users use a high-quality product, they have a strong intention to share it.

When users spread word-of-mouth to their surrounding circles, the conversion rate must be quite high.

Therefore, as a top-level designer, it is more necessary to build tools and platforms so that users can have a voice and other consumers can reach them faster and more accurately. "

At this point, Qing Yun shrugged his shoulders and said calmly, "Actually, I can't see clearly at this stage. After all, I'm not in this business, but I believe you will see clearly in the future."

Da Qiangzi was silent for a while and asked doubtfully, "Mr. Xiaoqing, how do I feel...Wal-Mart's play style is the fourth stage play method."

Qing Yun spread his hands and said, "This is your opinion at the moment. As for whether it is fact, you need to verify it yourself."

View? fact?

In fact, Qing Yun knew very well that this was not important to the Great Qiangzi.

What matters is who is speaking.

Emperor Yun, who knew very well the character of his fellow men and women, was silent for a while, and then spoke sincerely,

"Lao Niu, e-commerce is a double-edged kitchen knife. It can be used to cut vegetables and kill people.

I think this is a question that all of us, offline and online, need to figure out together.

From an online perspective, whether you are an e-commerce platform or a merchant on this platform, they have actually gained an important power called traffic.

But if this knife is simply used like Taobao for 9 yuan and 9 with free shipping, and 19 yuan and 9 for free, then you will eventually find that this knife is a murder weapon.

And this kind of murderous weapon, killing others is equivalent to killing yourself. This kind of 9-9 is completely meaningless, it can only be bad money driving out good money.

Some of our e-commerce companies... To put it bluntly, they are like what Lin'an Ma is doing now.

In fact, he also knows very well that this kind of product is either committing suicide, committing suicide, or is a fake poison. With such a carrier, he can rapidly expand and grow explosively in the first and second stages. , but it will hurt the real economy.

Because my physical product has a product cost and a product value, so it should be one-for-one price. It becomes a suicidal behavior of 9 yuan and 9, and let the whole market find out, wow! When everyone is selling for 99, you sell for 9 yuan and 9, which ultimately destroys the foundation of the entire market and affects the final consumption decision-making behavior of all people.

They will think that he sells it for 9 yuan and 9, why don't you sell it for 9 yuan and 9? You just have no conscience, you are a black-hearted capitalist, and you just want to steal our money.

The people are not wrong. They definitely give priority to price. It is not easy for anyone to make money. They will not consider the long-term harm to them. But if everyone does not consider it, the real economy of our country will die.

Because at 9 yuan, there is no profit, and it relies entirely on money-burning subsidies. In the end, the whole society will pay for this platform. "

At this point, he shook his head and said, "The poor people in the whole society pay the bill together. This has nothing to do with the rich."

Qing Yun picked up the cup and clinked it with Da Qiangzi, "We have no way to say whether a business behavior is right or wrong. We can only say that its existence is reasonable. But, Lao Niu, you have to think clearly about what kind of business it is. Can survive to the end.

I always believe that being a good company, producing good products and building a good brand will eventually win the favor of users, and only then can the wealth earned be passed on. "

Having said this, Qing Yun smiled again, "Lao Niu, believe it or not, in a few years, many rich people will find that their wealth cannot be passed down. In their final outcome, , they will all pay the price for their contempt for people's wisdom and their manipulation of human nature.

Just like before..."

"Three trees, flying dragon?" Niu Qiangdong, who had some understanding, swallowed his saliva and said with difficulty.

Qing Yun nodded, "History is essentially repeating yesterday's story."

At this time, he had a deeper understanding of Qin Tianchuan's preaching during "Walking Ten Thousand Miles", and the experiences of the two lives began to be integrated.

With the perspective of the next twenty years, he understands better than anyone what business is.

Wealth is considered wealth only if it can be passed on to future generations.

Wealth inheritance?

Da Qiangzi felt that he didn't need to think so much now, but he understood what Qing Yun meant.

Have end-game thinking.

To put it simply, don’t just focus on short-term gains, lest you fail in the end even though you clearly didn’t make any business mistakes.

Da Qiangzi poured himself a glass of wine and was silent for a long time. "I understand what you mean. You want to say that the dimension should be higher. Don't grab the traffic that is easily available in front of you, but provide consistent service to get the traffic." .”

Qing Yun nodded, "So I think you can definitely take a bigger step. Quality, service, and delivery speed. The first one is product selection, the second one is soft power, and the focus is on delivery that can burn money."

Now that you have seen this, you should also be clear that only by taking the logistics system into your own hands can you increase the delivery speed and gain more user satisfaction. "

Niu Qiangdong sighed, "However, the logistics system is a heavy asset, and I don't have the power now."

Qing Yun smiled, "Bezos' biggest regret is that when Amazon was founded, America already had logistics giants like UPS, so he missed the opportunity to integrate the supply chain."

He looked at Niu Qiangdong intently, "So, I think your idea of ​​raising another 3000 million yuan is fundamentally wrong."

Emperor Yun paused, "I'll give you 8000 million."

Any more will be ineffective.

Even if you are burning money, you still need to control the speed. If the management and control cannot keep up, it will really be wasted.

While Niu Qiangdong was dumbfounded, Qing Yun smiled, "8000 million this year, 6 million in June next year, double the year after that, and after that, as long as you dare to ask for it, I dare to give it. Whether it's equity or debt, , I don’t care, I only have one request, you must quickly establish a nationwide logistics system.

Don't be afraid of losses. I will replenish you as much as you lose. I will replenish it for you in the form of debt. The interest rate of the bank will be halved during the same period. But I hope that by this time next year at the latest, at least in provincial capital cities across the country, I ask Jingdong to achieve this Jida'. "

Niu Qiangdong was stunned.

He didn't know what virtues and abilities he had, but he always valued him so much.

If Qing Yun's orientation wasn't very clear, he would have doubted whether he himself was being targeted by Qing Yun.

Da Qiangzi fell into a long test. Emperor Yun, on the other hand, was eating peanuts and drinking wine leisurely.

For Yundi, investing in Jingdong is not at all a consideration of investment returns, or to put it further, it is not for the purpose of financial investment.

But a security strategy.

A security strategy that serves the Yanhuang Group’s ultimate goal of Internet of Everything.

There are many types of strategies, those based on main business operations, those based on the development of auxiliary industries, those based on financial drivers, those based on industry drivers...

When a company gets bigger, there is a need called a security strategy.

Give an example from life.

Gaode map.

Few people know how expensive Gaode Maps can be.

Every night, there will be a small white car on the streets of many cities with a 360-degree camera on it, running and running. Most people rarely pay attention to it, and they don't know what it is doing.

It's updating the map.

Which night the road is broken or repaired, it needs to be reflected in time the next day, and the landform must be restored continuously. Regardless of whether you buy GPS or Beidou data, aerial photography data is provided to hundreds of millions of users across China. This large platform has a year's There are always billions of expenses.

Is the cost of the map high?

You might as well think about it, who did Gao De do?

Who should do the map?

country.

The country should create a big map for everyone to use.

This should be part of the infrastructure.

However, the country was too short of money at the beginning. As the price of embracing the world, we embarked on the road of marketization when many industries were very imperfect.

There has never been a precedent in the world for such rapid development as our country. At that time, we didn’t know how to regulate, and we didn’t know which industries must be in the hands of the state. This is a developing problem that we have to bear.

Gao De, a private enterprise, has done what a country should do. From an enterprise perspective, this is remarkable.

Have courage.

This requires the investment of massive resources, money and strength.

It is not an easy task to update the map of every corner of the country. It requires updating every road in the village.

This is not only possible with Beidou GPS, but also relies on a large number of road updates and identifications on the ground. This cost is very high.

Who should I collect money from if it’s too high?

Thousands of users across the country are using it, and users are enjoying it so much, shouldn’t they be charged money?

Should it?

Actually it should.

Whoever uses it pays, this is the most basic business logic.

However, Gaode Maps did not charge these users a dime.

Of course, Qiandu won’t accept it either.

Assume that today is too high to be charged first, and each navigation is charged 10 cents.

So, how many people will insist on using Gaode?

All customers will defect and go to Qiandu.

This is very counter-logical.

Obviously, Gaode Maps serves end users. According to conservative data, there are 3 million Gaode users in China. Each person pays 1000 cents for each navigation. For the convenience of calculation, the number of navigations in a year is simply times, an average of three times a day. Counting online ride-hailing and taxis, this data is not too outrageous.

So 1000 times is 100 yuan, and 3 million people are equal to 300 billion. This is reasonable in terms of business logic. At most, one third, 100 billion, is enough to cover the high expenditure.

But if the money cannot be collected, whoever collects it will die.

Therefore, this dime cannot be collected.

If every time you open Gaode Map, three ads will pop up for you. When you reach the intersection, there will be another ad saying something about a nearby store. I believe everyone will uninstall Gaode Map immediately and switch to it. He threw his head into Qiandu's arms.

Of course, the result is that only Qiandu is left in the market. After the company went bankrupt, everyone was dying in Qiandu’s advertising maze.

Qiandu, the king of advertising, would not dare to do this, otherwise he would be happy.

But how do Gao De and Qiandu support themselves?

Taxi hailing, data, traffic, positioning...

The counter-cognitive thing is that these things combined cannot support them, and they can only make up for the losses with better than nothing.

Otherwise, shareholders would not think about how to make money every day.

The user-side ToC cannot collect money, the enterprise-side ToB cannot collect any money, and the government-side ToG has no logic. If you collect money from the government, why should the government give you money?

B, G, and C all have no money, what should they do?

No one will give money, so capital will give money?

Is capital a fool?

Capital means that everyone is willing to give money, and I will give more money. Capital will only be willing to give money if the company makes more money or makes more money in the future.

Therefore, Gaode Map’s own business model cannot be profitable at all, but why did Alibaba, which has nothing to do with it, buy Gaode?

Why would Lin'an Ma buy this money-losing product? For such a completely ignored matter, why did the Lin'an flattery happily spend tens of billions to eat the Gaode map?

Is Lin'an Ma stupid?

He just has no conscience, but he is definitely not a fool.

Is it data?

Will Dad Ali have no data? Who has more data than him?

Is it traffic?

Is Ali Daddy still short of traffic? It itself creates traffic, who can do it more than him?

But a security strategy.

……

(End of this chapter)