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Liu Qiangdong: The Electricity Supplier Will Replace The Large Supermarket.

2014/6/24 10:18:00 9

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Liu Qiangdong Electricity Supplier Large Supermarket

how much money do you earn? /p >

Niu Wenwen: the market value of Jingdong listing is about 30000000000 US dollars, the old three strong, the new three strong, the Chinese Internet industry pattern has been determined so?

Liu Qiangdong: the pattern of China's Internet industry can never be determined. If so few, unless the industry is not developed, Chinese society will not develop.

There are still new models for traditional industries for hundreds of years.

For example, aviation is a heavy asset industry, most of the airlines are losing money, but a Southwest Airlines, a good profit, even made a decade of money, the hotel has opened for hundreds of years, chain hotels come out, very small stores, very good.

P > Niu Wenwen: it turns out that you are a subversive, a subversion of the whole Gome and Suning pattern, and you are now almost a leader.

Liu Qiangdong: I think it is almost the same from the point of view of revenue. In the first quarter, Jingdong and China's largest retailer Suning were only 1%, and it was 22 billion 800 million, we 22 billion 600 million.

I think the core of Jingdong is another level.

In the field of consumer goods, the value chain is divided into two parts, half of which are all brand businesses. People design brands, production, pricing, marketing and so on. They are valuable and should earn half of the money. As retailers, we do the latter half, invest in building various service systems, and have exclusive OK.

Market competition leads to the value chain may be longer and shorter in a certain range, but overall it is stable.

SONY grew it long and made a lot of money, and came out to compete with Matsushita, LG and Samsung.

When the profit is too small, it can not be done. It means that there are too many competitors in the industry. Some people will have to go out, and the profit margins will be restored.

how much money can you make in the chain when the whole value chain is stable?

we think that besides brand like direct selling, such as millet and DELL, it is more difficult for a single brand to rely on brand charm.

Most brands in the future cannot be done by themselves.

Why can we succeed? In the past, what one family could do (divided into many links) -- from manufacturers to wholesalers, to regional agents, to retail stores and to consumers -- traditional retailers, including Gome and Suning, did not change for twenty or thirty years.

We are from factories (one stop) to consumers.

This is the basis for the success of the Jingdong in the past, and we will continue to follow this road.

Instead of subversion, we have made a value chain and supply chain integration to the retail industry in China over the past 30 years.

investors often ask me, you see, come out a new business model, should not vote? The standard is very simple, see how much it has done in this chain, how much profit it can make.

Niu Wenwen: This is a very big thing. It hasn't been finished yet. How big is the space left for you?

Liu Qiangdong: Suning is about 1 million SKU (Dan Pin), Jingdong is the 2 million one, and it is still very small in every industry.

Sales of each brand account for more than 20% of the industry, which is a basic bottom line of Jingdong.

We have never thought that only a Jingdong can do a big business in the retail sector of the consumer goods industry, so that we can achieve it in a communist society.

Like the urban complex, you can go shopping, you can watch movies, you can eat, you can play with your kids, this is not provided by our electricity supplier.

There will be many channels to provide services in the future.

Niu Wenwen: what is the most likely retail format to be upgraded in the future?

Liu Qiangdong: large supermarkets and distributors.

3C distributors have basically collapsed in the US.

Why do China need distributors now? Retailers in China are too scattered, hundreds of thousands, scattered in small towns and towns.

The US "Taobao" accounts for 40% of the retail share, and Taobao in China does not even have 12%.

The Chinese retail market moves forward to 20 retailers and accounts for 40% of the market share. The top three of electronic products account for 80% and 90% shares. What does this mean? In the future, brand dealers do not need distributors, as long as they manage dozens of retailers.

Niu Wenwen: I know some small and medium-sized enterprises. When the products come out, the instinctive reaction is whether they can find an agent or a franchisee.

Liu Qiangdong: I am not optimistic about all the modes of joining the consumer service.

20 years ago, the island coffee took part in the model. Every city looked for it overnight.

Franchisee is the best way from the perspective of pure business, but in the long run, it has very little value.

Not only do investors, including many entrepreneurs and entrepreneurs, chase for less work and earn more money, but you don't think that you can provide such a value, why do you make big money? I think the more work we do, the more we earn, the less we work, the less money we make, and the world is fair.

Of course, what I have just said is the whole consumer industry.

strong > no brand names can also make money. /p >

Niu Wenwen: the philosophy of competition in Chinese enterprises will change once every 5 to 10 years. Before you, we should advocate a lighter and lighter mode, and do as little as possible, just as an information platform.

Liu Qiangdong: in the consumer goods industry, because of market competition, the profits of each brand are limited.

Many brands make a distributor of e-commerce, and they are losing money first. The traditional brand owner says, well, you will lose.

So many people make big money, buy equipment and buy traffic.

But the boss has to settle accounts, and we will not do it for a long time.

He found that he did not die in e-commerce or Jingdong.

When the electricity supplier does not lose money, you find that the electricity supplier has smashed ads to buy traffic.

Jingdong has two business modes, one self operation and one third party open platform.

The vast majority of media, including many investors, have always believed that self employment attracts traffic and does not make money. Jingdong will make money in the future by relying mainly on third parties.

That's not right. We will mostly earn our own money in the future.

These people do not understand this industry at all.

Very simple, self-employed has done half of the value chain, the third party only made 20%, cut off the passenger flow, the warehouse did not do, the quality control did not do, do you want to make more money? Is there any reason in the world?

Niu Wenwen: everyone is traveling.

Liu Qiangdong: Yes.

Many people say that the third party is more profitable because it has a financial illusion.

Self run one trillion, third party also do one trillion, self run 5% net interest rate, third party up to 1% to 2%, one trillion, self earning 50 billion, third party can only earn 10 billion to 10 billion, so simple.

What is the illusion of financial affairs? One trillion, the amount of the paction, the 10 point deduction point is 100 billion, the net profit is 20 billion, and the net interest rate is 20%. Is it not more profitable than self employment? That's because the net interest rate of the deduction is counted, and it should be the net interest rate of the paction.

Gome and Suning, when sales reached 100 billion, net profit reached 5 billion, but when you look at Wanda Plaza, there are many stores, and when the paction volume is 100 billion, Wang Jianlin (Wanda Group founder) has no net profit of 5 billion.

Niu Wenwen: is it right for Jingdong to expand its own operation in the future?

Liu Qiangdong: Yes.

Whether we are self-employed or the third party, in the long run, we mainly serve the brand players and basically sign with the brands.

Niu Wenwen: about five or six years ago, Su Ning accounted for a large proportion, and Samsung and other household electrical appliance enterprises relied heavily on it.

Suning and Gome profits have come up, and home appliance enterprises have complained collectively that the profits of all brands are not as big as their profits in one year.

Your cooperation with brands, they rely on you, will there be any sense of insecurity, which will lead to the emergence of other competitors of Jingdong?

Liu Qiangdong: we changed the situation of traditional retailers in the past.

Why? Because the cost of traditional retailers is too high, it does not optimize cost and efficiency.

Jingdong last year's 10.4% rate of fees, which is sold by Jingdong, sold a large number of food, daily necessities and other low value categories after the rate of fees.

If we remove these products, we will only look at the electronic products only 8%.

You see Gome and Suning, the cost rate is 16%.

It's 16%, I only have 8%.

Jingdong gross profit margin 13% earned 5 points, their gross profit margin to achieve 21% only 5 points.

It must crush the branding and die.

Niu Wenwen: one day you occupy a very large share of the brand, and do not crush the brand name.

Liu Qiangdong: I will never make a big profit. It is not good for me to earn more money. After 3 to 5 years of special good days, 100 people will come in. There are plenty of rich people in the world.

PetroChina, Sinopec, which has no money? Look at it, wow, this is more profitable than selling oil, and I do not sell oil.

2011, 12 and 13 are the 3 years of Jingdong's household appliance business. Have you noticed that many net interest rates have risen to 3 points in China's home appliance enterprises compared with 3 years ago.

the area to be entered in the future is /p >

Niu Wenwen: in the future, what will be the challengers of Jingdong, who will be like your entrepreneur 10 years ago? What field will you appear?

Liu Qiangdong: the cost of the retail industry has been reduced to the extreme by the electricity supplier. The logistics cost can never be reduced to you.

For thousands of years, traditional retailing has logistics costs. Gome and Suning have WAL-MART, which is a hard cost, or a fixed cost.

Some people say that 3D printing will print out cups in the future, and if we do, we will have little value.

But no matter how advanced the technology is, the milk coming out of the net line and the leather shoes coming out in WiFi can hardly escape the cost of logistics.

At least, we can also send ink cartridges.

Niu Wenwen: China's manufacturing enterprises and < a href= "http://www.91se91.com/news/index_c.asp" > brand enterprises < /a > logistics cost accounts for a very high proportion.

Liu Qiangdong: Yes, no money, because China's logistics costs account for 17%~18%, Japan is only 5%, and Europe and the United States are 6% to 7%.

in the past, a HP laptop, HP first gave the digital China, China Digital in its own warehouse, and then found an agent in Beijing, moved to the agent warehouse, the agent moved to the warehouse of Hailong building dealer, the dealer's face moved one, the door face moved one, the box moved five or six times, this is a person to do, it costs, dry people do not earn a lot of money.

we will enter the vegetable field immediately.

Vegetable farmers grow up, 31 Fen Jin, Beijing buy vegetables, 3 yuan a Jin.

When vegetables are not made, consumers pay a lot of money.

do you say that the dealer has made money? The vegetable dealer drives a tractor, and carries 50 Jin of leek on the ground. He moves 30 jin on the ground, moves a tractor and leek to the local vegetable wholesale market, wholesalers say well, then receives it, then sells it wholesale in the wholesale market, then sells it to the supermarket, earning only a little bit of money on every floor.

Niu Wenwen: are you going to enter this field? Do not all the people on this chain lose their jobs?

Liu Qiangdong: he can find another job when he is out of work.

He has no insurance in his job, no insurance, no money, no place to live. Children are left behind children, and parents can not be filial piety.

Why can't we do something to increase the added value of the industry?

We recruited 12 thousand people in the first quarter, and recruited ten thousand people in the two quarter.

we opened 120 XianFeng Railway Station in the county seat.

XianFeng Railway Station is to encourage Jingdong veteran employees to start their own businesses.

such as (Jiangsu) Shuyang County, Jingdong wants to enter, want to rent face, recruit stationmaster, deputy stationmaster, cost a lot.

What do you do? You are an experienced Jingdong veteran employee. Do you want to start a business? Want to! Give you the way of the package, 10 years to you, the price has not risen, give you 10 years.

You have to be complaining, the complaint is deducted 100 yuan, the satisfaction is less than 98%, second years do not work.

We have no reason to complain, even if the customer deliberately asks you for trouble, you should also deduct your money.

In Beijing, you get two complaints a year, so don't offend people.

According to the rules of Jingdong, you can earn a lot of money; not according to company rules, the first penalty is 100 yuan, second times 1000, third expulsion.

This is a profitable business. There are countless people who want to do it.

So he dare not serve badly.

in Beijing, you are separated from your wife, children can not bring, the account can not fall, return to the home, the wife makes warm meals for you, stays with the children, stays at home without money, eats well, drinks well, and can enjoy family happiness.

In Beijing, he got more than 6000 yuan a month and got 7000-8000 yuan at home.

Next, get bigger. You hire workers yourself.

this solves the problem of cost, and I have a very low cost.

> a href= "http://www.91se91.com/news/index_c.asp" > Niu Wenwen < /a >: good companies will cultivate good service talents and turn those without rules into qualified people.

This is a bit like religion.

Liu Qiangdong: it can be said that the greatest value of Jingdong to the society is not to accept bribes, not to accept bribes, to make the enterprises according to the most correct way, and to give employees a very high salary, so that consumers can use them very well and earn money.

Niu Wenwen: Jingdong has really done the two things of Chinese consumers online shopping and delivery.

Liu Qiangdong: Yes, this is our success.

Many people say that Amazon has been very successful and successful in the US. Actually, we have done a lot of things that Amazon has not done.

The US distribution staff's salary is about $more than 20 thousand, which is 2 to 3 times higher than that of China. But in the United States, the price of a package is 8 times that of China. P

We found that many of the cities in the United States were Chinese entrepreneurs, and I believe Jingdong had a chance to go outside.

< a > href= > http://www.91se91.com/news/index_c.asp > > Jingdong > /a > can you surpass Ali? /p >

Niu Wenwen: behind Suning and Gome, there are Alibaba in the front. After listing, it will only start in the next 10 years. What will Jingdong do?

Liu Qiangdong: what is "10 years over Ali planning" is not my original words.

I just said that all segments of the Internet, who will win in the future, will always have the final say of user experience.

Our user experience is stronger than Ali, more than Ali.

Niu Wenwen: according to the valuation of profits, Ali is now estimated at $200 billion. Why does Ali have such a high profit margin?

Liu Qiangdong: 15000 billion pactions, net profit 16 billion 600 million, net interest rate 1%.

This is the same as joining and self running.

You go to the five-star coffee shop, all of which are self catering, site selection, decoration, and a lot of management. It may be 20 or 30 years.

The island coffee can be opened in 3 years.

Of course, 3 years later, many of them went bankrupt.

If we really want to be a hundred years' enterprise, we must have the foundation of a hundred years' enterprise.

Niu Wenwen: Ali is done by crowdsourcing, more like an Internet way, and you are more like a farmer.

Liu Qiangdong: China has been joining for several decades, and today it will join, but who is the mainstream? 30 years or 50 years later, it will be a direct camp.

McDonald's, Carrefour, Starbucks, all of them have been developed directly for decades. I didn't see which one made a century old shop by joining.

If you want to be a centenary shop, you will have to endure 100 years of solitude.

Niu Wenwen: people may be engaged in business iteration, 2B business is no longer done, 2C business is done again, 2C business is no longer done, and then payment is made, and then culture.

Liu Qiangdong: Yes.

So I said just now that we are talking about the 2C industry today.

We do finance and logistics because they are additional products in the consumer market.

Of course, it can do culture and movies.

Niu Wenwen: some people say you are a dictator and Ali is a partner system.

Liu Qiangdong: I think the argument of concept is meaningless.

Does this have anything to do with consumers? Everyone knows that user experience is the most important thing, but we often break away from business and leave consumers, and talk about centralization or partnership.

Niu Wenwen: our black horse battalion often has such a discussion. If you want to be a hundred years enterprise, you have to control more equity, and then you can go down.

You spend a lot of money and your team has very few shareholdings, so it's very easy to change the founder after listing.

Liu Qiangdong: that's not necessarily true. Who belongs to SONY? It can't be said. You don't know who IBM belongs to, so people still live well.

Why do we have to control the enterprise alone? I think the core is the nature of shareholders.

We are also very early, just starting, if the enterprise to a very mature stage, or professional managers can make a hundred years of business.

Niu Wenwen: do you also have the distinction between dictatorship and democracy in terms of style?

Liu Qiangdong: I think it can never be said to be autocratic or democratic.

This is the most important thing for your employees to accept.

This world is not only A and B, different historical periods and different choices, resulting in the company's different business models, different management, different control rights, nothing good or bad.

the concept of China's Internet industry is too many. Many people have created many words, and are too eager to find any new models.

In fact, from the perspective of human social development, the real business model has been innovating for hundreds of years.

Chinese entrepreneurs are always thinking about the so-called business models. Creating new business models like Jobs is very promising, but more entrepreneurs can not create new business models.

Once entrepreneurs find the right business model, they should develop in depth and make it more and more elaborate, instead of sitting here every day thinking about C2B, C2F.

Niu Wenwen: Mobile? Everyone feels that your combination with Tencent is an unprecedented career.

Liu Qiangdong: it must be very important. The sales volume of the future electricity supplier industry will greatly increase from the mobile terminal.