Alibaba Tells Us Why Today'S B2B Is Not Really Successful.

The Alibaba global B2B ecosystem summit was launched in Yunqi Town, Hangzhou in January 12th.

Wu Minzhi, senior vice president of the group and President of B2B business group, delivered a speech entitled "returning to the essence of business and empowering small and medium-sized enterprises", summarized the problems encountered by Ali in the implementation of B2B product services in the past, and emphasized the importance of "respecting the growth mode of enterprises" in the whole B2B industry chain.

E-commerce in traditional industries, including a lot of capital is starting to invest in B2B business, but in fact, we have seen a lot of B2B's so-called Internet based B2B industry, but I do not think that we have actually touched the real "Internet +B2B" mode.

Today, we have been doing B2B for so many years. From the first day, it actually made a display of information. 16 years ago, it had its value because there was almost no information at that time, and the information between people and enterprises and enterprises was broken. So at that time, we used the communication platform and information platform such as the Internet to display the information of the enterprise, and indeed let the buyer find the seller.

Now that you have reached the age of information flooding, you can't find an enterprise, and you don't know which one to find.

If today is based on the information understanding of the Internet to the B2B industry dividends, I think it is too shallow.

Including Ali in it, the paction we do today is still not deep enough. We may take such a chain of B2B as paction, from information flow, logistics to capital flow, and so on, we simply understand it as a product that can only be acquired based on pactions.

I have always said, "trading is not equal to payment, payment is not equal to paction".

For the retail industry, trading equals payment, and payment equals paction.

But for B end enterprises, I think this is not a level.

Today, many people think that we have begun to do business, that is, we are doing B2B Internet, but there is a very big misunderstanding.

Because for

It should have its own internet mode.

Why do we say that B2B is not really successful today?

The first point is that we do not really return to the essence of business today.

Why do the traditional industries also have to do B2B? Is it a bustle? Is it a kind of draught? Definitely not. All industrial revolution is due to a great improvement in the whole social productivity.

Today, the Internet has proved that the Internet has greatly improved the retail efficiency and the entire supply chain, but we haven't fully seen it in the B2B industry.

Many times we simply moved the paction from line to line, and what value did you create?

For a B2B paction, its link is very long. For a B2B enterprise, it is absolutely not equivalent to moving the payment action to the online, and completing the online paction, thus completing the B2B industry's Internet.

Surely it is not so simple.

The second point is not very respecting the growth mode of the enterprise. I have had so many years of experience in B2B. This is the earliest business in the group, but in the past few years, with the retail business rising, and in the spotlight, many people think that Taobao is a relatively lighter model.

In the past few years, we have a very popular topic.

What is light mode and what is heavy mode? We all think that the B2B industry is too heavy, and the retail business mode is light.

But I have always held a different attitude. I think watching a pattern is not a measure of "seriousness". It is a matter of concern to investors. It is a topic of concern for CEO.

We should pay attention to whether our model has brought value to customers and markets that we serve. That is the most important thing.

Bring value, and then how do you make the heavy pattern into a lightweight mode? This is a problem that our team should consider.

For example, we launched a Datong company last year, which is a service that helps foreign trade export enterprises to declare tax rebate settlement. In the past, the foreign trade company reported that it might have to receive a few hundred yuan for a single business. Through the service of one Da Tong, the cost is free. I will declare the Customs for you. I will not accept your money, not only does not accept your money, but also has many services.

We talked with our customers and said this was a good thing, so we felt that such a service would be promoted and all customers would accept it overnight.

But in fact, customers always accept this service slowly and slowly.

Why? Because he realized that this thing was good and he was also struggling.

The original custom brokers company relationship is also good. If you want to change a platform today, he said we had so many years of friendship.

Then the foreign trade personnel said, boss, after all, I have to accept a Datong, I want to learn new things, I just want to put my energy on how to pick up foreign trade orders, not willing to learn new things.

All kinds of things show us that even if the service is approved by enterprises, it is not easy for an enterprise to move him in.

This is called the enterprise mental model.

So the whole Internet starts from the retail of 2C, it starts from the game of network, we all have C's thinking, so many times, we will also be accustomed to regard the enterprise as an individual. When we easily change the way of existence or production mode of the enterprise for so many years, we find that this thing is out of order.

If you do not respect the mental models of enterprises, you can not help your products to help your business.

How can we help enterprises?

First, we must find it.

We all know that enterprises have information flow, capital flow and logistics. Retailers may not realize that they want to do business at the beginning, but they do it slowly.

After that, a lot of data were precipitated after the whole paction. These data became production data, and in turn helped buyers and sellers on the platform, so they began to do data driven.

Today, we all say that we need to make B2B pactions, but I think the B terminal is not C, and B terminal is not a simple payment.

This requires us to explore together today, how to help an enterprise from the back-end management software to the front-end marketing platform to get through, help to link up the link, the precipitation data can be applied to various online and offline occasions, to help traditional professional market pformation, to do more value-added services or even financial services.

We need to find our B2B Internet mode, and we need to create it together.

Second, we have to respect the mental model of the enterprise today. Today, why do we have to talk about working with these partners, because B2B is naturally a O2O model.

Today, many of you are also doing business. People who do business are not like C. He must need someone else to serve him. He must pay for such valuable services, because he wants these services to help him improve efficiency and efficiency, which can help him improve his efficiency in the market.

This morning, our CEO said that social division of labor is still in existence. It is not easy for you to let an enterprise sell to open online stores today, so it is difficult for an enterprise to change its inertia. So we go to the enterprise, we do better products and provide face-to-face personal care to him. Such a solution is popular among enterprises. And we should not stick to how much of the whole closed loop is completed online, and how many of them are completed online. Most importantly, through such a closed loop O2O's product mode, we are putting the information flow, capital flow and logistics of the enterprise on a platform level.

When I have these data, I can help enterprises to empower enterprises, so that they can get more.

What is the third thing? It is to do it in an ecological way.

Today, the market of B2B is too big. If we do not do it in an ecological way, if we do not create many new ways to improve the efficiency of enterprise supply chain, then we still have no way to help enterprises today.

We still have a more ecological way today.

For example, the village of Tao Tao, which I talked about today, may be understood by many people. The rural e-commerce has been very successful. It has served more than 10000 villages in one year, and the speed of such a village is almost beyond the imagination of outsiders.

And we only used more than 200 employees, how to do this? We made a village Amoy partner, we selected the most willing, most wanted for local villagers, and the most Internet awareness of each village.

We choose them, train them, run them, teach them, and let them teach the villagers in the village again.

In such a way, we find that it is totally beyond our imagination.