Ancient Star Lining Taobao Specializes In CEO Huang Ke'S Speech

Today, the 2007 annual online meeting of China's online retailing, which is co operated by Tencent as an exclusive gateway, was successfully held. At this annual meeting, Lining, the Taobao CEO franchise, made the following statement: Huang Ke: Good afternoon!

Some of the CEOs who spoke just now compared to the ancient star e-commerce companies that we have never heard of before, we are committed to providing e-commerce services to traditional retail enterprises. But how many traditional retailers are there to provide e-commerce services so far?

Only one is Lining. We are now the only online authorized network dealer of Lining. But after doing a successful case of Li Ningyi, we encountered a lot of resistance in other fields. What I share with you today happens to be some interesting things we encountered in the process of pushing the Internet to share with you.

The map is for ancient star Lining and Taobao, which specializes in CEO Huang Ke Tencent science and technology channel mapping. There are basically three questions. The outside world is the external environment, and we want to know why we do Internet services. Confucius's experience is some interesting things we encounter. The future of China's characteristics is what we will do tomorrow.

The so-called outside world, I have tried different network marketing and promotion. Just now, you have analyzed the history of Internet marketing very clearly. There are two numbers here, that is, the current environment. There is a figure. Last year, about 100000000000 of the online retail sales in the United States actually accounted for 6% of its total retail sales. That is to say, in a country with a very developed e-commerce in the United States, there are 6 yuan in the retail volume of 100 dollars, which is sold online, and Europe is also very strong.

They are also divided into many levels, for example, the visionary type, like GAP, which is familiar to you, broke through 100 million online sales in 2004 and reached 780 million in 2007.

It also started late. Like NIKE, he was only 29 million from the beginning of 2004, and he had a ten fold increase in just three years. He also pioneered many industries. A pair of shoes can make up to four or five parts of tailored products.

At home, we see a leading enterprise, I think the best Giordano, started in 2000, that is, a few hundred thousand renminbi business a year, but he has several advantages.

One is an early start, and a globally networked ERP system, which enables him to achieve integration from online customization to production.

Just for a few examples, 40 million yuan may not be much, but it is an astronomical figure for domestic enterprises.

Here I did not try to compare myself with Kong Meng, but it is interesting that Confucius carried out his ideas in the same way. At the same time, when I was implementing e-commerce, it could bring many benefits to enterprises. At the same time, I met with various difficulties. Our only successful case was that we signed in 2002 with Lining as his only network authorized retailer. At that time, the contract was called the equipment department. After he merged with his own so-called large family, we intend to have a deeper cooperation with him, and we want to do e-commerce on his official website.

His own style of state-owned enterprises has also hindered his development. Basically, you want to work with our official website to talk with the Ministry of Commerce. When he went to the Ministry of Commerce, he said it might be a sales department or a marketing department, so he did not make much progress in several rounds.

In those days, we participated in their innovation meeting with a friend in the marketing department of Lining. Our employees can bring forth all kinds of innovative ideas, everything in business and life. Of course, we are talking about how to develop e-commerce by helping Lining. We all know that the prize winning work in that year is an internal e-mail system of Lining, which automatically prompts employees to celebrate their birthday.

NIKE is in full swing in the US. If you want to point out that China's official website is his own online retailing, but it is actually a photo of a franchised store. You can find out which store he owns in the city, nor is it updated in real time. We have coordinated with them. They say that they need to negotiate with headquarters, and I think there are too many forward-looking ideas.

Because of my personal reasons, I like playing tennis very much, so I pushed e-business at that time and wondered if I could integrate a good tennis brand into a website for e-commerce.

This is different from the brand companies in the front. Big brands do not have branches in the country, they are all agents, so they do not care much about this interest. They do not care much about building an e-commerce website for you, which brings about the sale of e-commerce. Basically, these agents have basically changed for two years, and they have other different brands.

When I came back from a circle, I found the bottleneck. Where most of the enterprises and brands first worry about Internet sales, or the impact of this channel on traditional dealers, they are unwilling to take the risk and do not want to get into trouble.

Second, we can see that in fact, the initial investment in e-commerce is far greater than that in the short term, whether from the case of Giordano that I have just mentioned and other cases.

The so-called infrastructure of your e-business determines whether you can have a successful future. This is also a natural weakness for most enterprises.

Another example I want to share with you is that this example is the cost of e-commerce. This is a website provider I intercepted in 2005 in the US TOP10. This is HP, which is all of my suppliers that I have intercepted. You can see that in addition to website design, he does other web hosting, e-commerce platform, search, content management, including logistics and order management. Every special field will be held by different companies. You can imagine how much investment this is.

It's impossible for you to imagine that there are such people in China who have so many suppliers to inject vitality into the industry.

What is the relationship between network channels and traditional channels?

Is there any hope for companies like me to aspire to e-commerce services?

I think the relationship is rather complicated, but although it is a conflict and complementary relationship, the conflict is pient. I think complementarity is the inevitable theme of the future.

When new things emerge, traditional forces will have certain obstacles and resistance.

The so-called traditional channel is also the emergence of chain stores as a new channel, for example, the emergence of chain stores, formerly known as new channels, for example, mail order channels were originally new channels. Now they are calling the short and long term business with traditional channels.

The same is true for the media industry. Television is a great improvement to radio, but it is by no means a substitute. Radio has its own survival space. The only solution in the future is market segmentation.

According to my personal views, what do I think the future of e-commerce with Chinese characteristics is?

I think there are two characteristics. First, I think a super large platform will become the master. I think there will be the birth of a Taobao empire. Why do I say so?

Let me give you an example. At this year's Taobao convention, he was like a traditional enterprise in Qing Dynasty, like Quanjude. The reason why it was sold online is that Taobao's Chinese shop helps him manage e-commerce, making this traditional enterprise have the opportunity to do electronic business.

I think most of China's small and medium-sized enterprises are unable to do their own electronic commerce. It happens that Taobao's super platform provides them with a foundation, and in a short time, he is a main theme.

In the future, there is also the so-called vertical world, the 100 most popular e-commerce websites held by today's "e-commerce world" magazine. In the future, this will be a hundred flowers bloom and a hundred schools of thought contending. I hope our ancient star e-commerce will share with you all the world. Thank you!