Chinese Entrepreneurs: Electronic Commerce "Gene Robbery"

History revolves around a circle.

Exploration ten years ago

This is a long list: COFCO has invested heavily in buying the net, and the news bird has founded the BONO of the shirt website (BONO) because of the rise of PPG. This year, Gome is pushing ahead with B2C business, and the world's largest retailer is planning to launch e-commerce business in China and Japan in the near future.

Vertical B2C is not nervous, because the traditional industry giants who are online calling for wind and rain seem to have met the doom of e-commerce.

Some voices are loud but mediocre, and some even end up gloomy.

Up to now, there is no successful case in China for the traditional industry to enter e - commerce.

COFCO's buying network has not been touted by consumers. Although online advertising is overwhelming, many people buy it once and lose it.

When consumers complain that the web page is not friendly enough, they want to check the order status or even find a good access channel, an investment personage's comment is impolite.

"I don't expect C chef to cook A-grade dishes, though coffees.

The case from the clothing industry is more typical.

When PPG launched the e-business whirlwind due to the light asset mode, the two companies almost entered the field at the same time.

One is VANCL, an old Internet veteran and outstanding former executive, and one of them is BONO of the news bird group.

Three years passed, even though people often questioned VANCL's "losing money making cry", VANCL was one of the Sample Firms that vertical B2C deserved, but BONO was almost forgotten in the corner of the rapidly changing era.

"Vertical B2C share will not survive in the top five," but unfortunately BONO never seems to be in the top five.

E-commerce is a disruptive pformation to the industry. Rich manufacturing experience and strong financial strength are necessary rations for traditional industries, and for e-commerce, it may be a trap.

It is called "honey and arsenic".

"Is it the same attitude to eat in the same restaurant with ten thousand yuan and one hundred yuan?" said Wang Shi Lu, a senior clothing industry veteran.

Vertical B2C is mostly in the start-up stage, and the team is running thin ice.

The situation determines the state of mind. Obviously, vertical B2C will take the initiative to seek resources integration, and resource integration is the most important way to reduce the cost of the Internet.

"Just like BONO, the strong industry chain behind the wedding bird has restricted the integration of resources, and at least there is no complete integration of VANCL."

In Wang Shiru's view, the deeper reason for BONO to destroy e-commerce is "inertia".

Imitation is a kind of human nature, no matter which industry has the inertia of basic operation.

Over time, when a big company needs to change, it must be reborn.

However, it is hard for the industry to find inertia, let alone change, but it is easier for people outside the industry to accomplish this pformation.

The BONO team is not without high-level from the Internet.

The former general manager Tian Jian was once the executive general manager of YAHOO, and the deputy general manager, Gao Feng, served as a senior position in Sina.

However, Tian Jian and Gao Feng have left BONO. "Which do you think is the most powerful part of the airborne executives and groups?" Wang Shiru asked.

Knowing that inertia is strong, Wang Shiru, from the traditional industry, can not easily test the water e-business.

He once wanted to be a "blood net" to sell clothes, jewellery, even cars and other luxury goods at a low price.

Wang Shiru has entered the fashion industry for twenty years, and has his own listed company in Paris, integrating these resources into a website that can only invest in the cost of several servers.

After planning for a long time, he finally gave up.

"I know myself too well."

Wang Shiru said that his subjectivity is too strong. Even if he wants to be good, some things can not be managed.

"My experience in the traditional clothing industry is flexible, but it is not in the field of e-commerce."

This is a common feature of Chinese traditional entrepreneurs.

"Traditional industries must enter the right way to enter the field of e-commerce."

Wang Shiru's weapon.

First of all, it must be those products that can be standardized and convenient to complete online payment; secondly, low price is a strategy that must be implemented at this stage.

Wang said: "if BONO customize garments on the main line, the time is not ripe."

Although the leader is an enticing concept, there is little room for development in the field chosen by BONO.

The price of customized services leads consumers to high-end customers, who are over 30 years old and busy at work.

But how much time do the high-end people have to use such a service environment? "Customized services can only be used as a marketing tool."

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In his old age, he agreed with Wang Shiru's view that he called this gene.

Before he founded VANCL, he was invited to be the general manager of the company.

"It is not the soil that grows Internet Co, the gene of traditional industry is too powerful."

In fact, the age of electronic commerce is also very puzzled by inertia, which began at the very beginning of the establishment of VANCL.

Chen always laughs that "PPG was fooled into the door in those days", but VANCL is a good student of PPG.

In the first half year of VANCL's establishment, he said to his team (many people came from excellence) that the most important thing is "don't tell me how to do excellence, but tell me how PPG does it."

Until PPG fell rapidly, the old team also thoroughly studied the experience of PPG, and introduced many talents in the clothing industry.

It was not because of the wisdom of the old age, but that he had already bought the bill for inertia before he failed.

At that time, he thought he was one of the people who knew the Internet best in China.

After that, he stayed away from the Internet, and even wrote a pure literary return home.

Even so, VANCL has made mistakes in inertia.

When VANCL first started expanding the product line, the shoes on the old desk were always black and particularly ugly.

"I don't feel right about it. Selling shoes is definitely not selling books and shirts. It's about finding someone skilled in this field."

When many vertical B2C broadens the product line, the old age asserts that some of the several categories are not doing well.

"Because that is not what Internet Co people do."

Now, it seems that old age has been successful in breaking through inertia.

For example, before he adheres to the limits of the VANCL Internet Co, he resolutely does not set up a physical store; now he is somewhat loosened. "It is still necessary to open a display shop in a suitable area. If you can find a place across the ZARA, I will go right away."

VANCL's outdoor advertising also appeared in Beijing before the May 1 2010.

What makes Chen more proud is that he learns to quickly find the direction after a breakthrough.

In the past, when VANCL canvas shoes were sold out of stock, there was some worry about the speed of supply chain.

Instead of selling goods, he was glad to launch his new model immediately.

"In the past, VANCL pursued a lot of speed, but in fact, it was more suitable for VANCL.." now he even dares to print his favorite patterns on fashion products such as T-shirts. He must know that he is over forty, while the consumer group of VANCL is between 25 and 30 years old.

He believes in something called "sensation".

Perhaps it is better to believe in intuition than to think over how to break through inertia.

"I created T-shirt on the line to sell goods, I feel right."

VANCL at a product planning meeting, a fan of Han Han, who stood up to the idol, was hoarse.

"She represents VANCL consumers!" Chen suddenly felt that she chose Han Han as spokesperson for VANCL.

Chen has been worried that the rapid growth of VANCL will allow his team to follow suit.

This year, he founded a new Internet shopping platform, which was deployed by VANCL departments.

Inertia is still continuing, for example, according to the experience of VANCL warehouse, because many styles, less quantity, not a few goods will fill the warehouse location.

Rarely did they meet in old age, and the team felt a little aggrieved. "I don't want them to think about VANCL. They have to go through it and have to solve it themselves."

However, whether I buy or BONO, it is too early to assert that they fail; whether it is VANCL or red children, it is too early to assert that they are successful.

Red child CEO Xu Peixin said, "there must be time nodes for success or failure.

Even if one person sticks to one thing for one hundred years, he will succeed. Besides, they have rich experience in traditional fields.

Today's e-commerce star companies, whether VANCL or red children, are still exploring.

China's e-commerce industry as a whole is still young, but it is not enough to conclude a set of business models, which is not enough to show the effect of ebb and flow.

Wang Shiru said, "we must consider the length of e-commerce in China.

The answer I know is probably in 10 years or so.

In the past 10 years, as a new operation, marketing or system system, it is not enough to become a highly theoretical template.

That is to say 100 households do hundreds of electronic commerce.

Electronic commerce pformation in traditional industry

I bought the net: COFCO founded, mainly selling coffees.

Group products; now expanding sales lines.

BONO: founded by the wedding bird, mainly selling bird wedding clothes.

The product is now installed on the main line.

Internet companies engage in E-commerce

VANCL, a Chinese name, is learning from PPG. It has become a benchmark business for e-commerce in China.

Red children, China's maternal and child products online shopping mall, annual sales income of more than 2 billion yuan.