Ding Lei'S Commercial Proposition: Grasping The Upstream &Nbsp Of The Industrial Chain; Controlling The Pricing Power.

Ding Lei has recently been fascinated by a business called Impressionism.

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In July 19th, four years later, Ding Lei opened a press conference in Hangzhou for this "old business".

Since two years ago, the company's third R & D centers settled in Hangzhou. The early Chinese Internet hero has been converted to this quiet town.

All over the country, the media came to this end and wanted to hear what the most low-key figures of the Chinese Internet community were thinking about, hoping to hear more about the head of the company, or some big and more "decent" business strategies.

But in Ding Lei's view, they all have their own limitations.

"We do not want to build a project to fuel intellectual property rights."

Ding Lei said Taobao is experiencing the challenge of "hoarding" counterfeit products, and the advantages of channel providers are related to three factors -- logistics, price and services. "I don't think this is a good business model. After ten years of Dangdang, its net profit in the first quarter of this year is only 500 thousand dollars."

"Now, many companies are investing in this area, and this is certainly a good gift for users, but from the industry perspective, it has already had an environment of excessive competition."

Ding Lei said: "after seeing these risks, I can't find the reason I can like."

In the field of e-commerce, Ding Lei is very optimistic about "BELLE", which has almost monopolized the Chinese brand shoe industry and recently launched its own e-commerce website.

"But one of the main points that BELLE does not have is that some things can be customized according to the user's personalized needs. Customization can make users different."

Ding Lei said that one of the biggest demands of NetEase Impressionists is that even Chinese users on the three or four line can experience that the Chinese Internet is already a customizable platform, which is exactly where NetEase is innovating in the field of e-commerce.

"We are groping."

Ding Lei said Impressionists have begun inviting designers from the design world to join the project.

He refused to give financial data about Impressionism, but said: "this is a small profit and quick turnover business. We are developing the user market."

Ding Lei is very enthusiastic about custom-made topics: "have you noticed that Hollywood movies are actually customizing the Chinese market? You see, global luxury goods are doing this. Why can't our enterprises customize the Chinese personality?

In fact, we pig is also a custom item for Chinese users. Why don't we raise cattle?

Chinese seldom eat beef. "

Three years ago, it suddenly began to raise pigs, and even began to play the porcelain industry. It was partly for the NetEase game peripheral products, and some people thought Ding Lei began to "do nothing."

But Ding Lei summed up his business proposition: "do not want to be a ditch companies only. We must seize the upstream of the industrial chain and control the pricing power."

This is somewhat similar to Buffett's preference for items such as chocolates that can be priced at any time. The latter has named its essence "Untapped Pricing Power".

In many ways, this is a very real businessman. At the moment, China is entering a new era of "Internet bubble theory". All kinds of new applications are springing up in China with a wave of high valuations. However, even now, at the earlier time, the forty just appeared to be away from the old age.

What kind of company is NetEase?

Can you sum it up in one sentence?

A reporter asked.

"Can you tell me whether Apple is a computer company or a mobile phone company?

Many years ago, apple did not know what industry it would enter.

Ding Lei asked rhetorical questions.