Li Kaifu'S Interaction With Entrepreneurs: The Blindness Of Online Shoppers

Yesterday, the Innovation workshop family's Micro cat company held the "mobile phone business in the future" in 2016. Li Kaifu, chairman and CEO of the Innovation workshop, delivered a speech and shared with hundreds of entrepreneurs on the site.

Mainly talked about the future development of media and mobile e-commerce.

Li Kaifu pointed out that the past PC era and the various electricity supplier modes have begun to enter very fast pfer and entered the era of mobile electricity providers. The mobile Internet has entered the outbreak of online shopping, which is more fragmented, personalized and convenient.

From the overall trend of goods, the change of mobile electricity providers can be said to be a group of birds of a feather flock together, pushing products with social interaction and mutual powder.

Net red, opinion leaders, through the way of fans to do some relatively subtle sales, is an important direction of mobile e-commerce.

In addition, Li Kaifu also talked about the mobile business opportunities that these platforms and channels will generate from the current App and the media. He also said that "content", "scenario" and "vermicelli" will be three important characteristics.

The following is Li Kaifu's sharing of records.

Online shopping behavior has three characteristics: more fragmented, more personalized, more convenient.

I will briefly introduce the current APP and how the media will dock with the electricity supplier.

We hope to provide some valuable tools by using the outlet of mobile providers.

We think the mobile Internet has entered a new era, the era of mobile business.

In January 2016, the scale of domestic mobile e-commerce users was 412 million, an increase of 25% over last year's 327 million.

In November last year, driven by the "double eleven" sales promotion, the scale of China Mobile electricity supplier users once exceeded 500 million, reaching 505 million.

From Ali Taobao and Tmall, 70% to 80% of visitors come from wireless, and 60% to 70% pactions come from wireless.

The past PC era and the variety it brings

The mode has begun to enter a very fast pfer, and has entered the era of mobile e-commerce.

In the early days, a lot of friends talked about mobile phones saying that the screen was so small that they must be very rational in buying things online, and goods were better than three.

Indeed, the rise of mobile e-commerce is slightly behind the rise of mobile travel, social networking and WeChat. Now most people buy things through mobile terminals.

The industry is experiencing greater changes in the way of segmentation, which gives us great reason to shop through mobile terminals instead of PC ports.

Today, the mobile Internet has entered the outbreak of online shopping. We can see that there are several characteristics, more fragmented, personalized and more convenient.

Most of our eyeballs are on mobile phones, not on PC or other terminals. The most convenient purchase mode is definitely executed through mobile phones.

Mobile shopping is mainly APP, browsing at any time, the fragmentation of traffic is very obvious.

The concept of centralization of purchasing power in the past is also shifting rapidly.

Today, spending a lot of time on social networking on mobile phones is a very necessary trend.

Doing relatively subtle sales through fans is an important direction for mobile providers.

From the whole trend of goods, we can use eight words to see changes in today's mobile electricity providers. In the past, we could say that birds of a feather flock together. On the Internet, we can see that the brands of various electric businesses are around the products, such as Taobao's classification, search, navigation and advertising for drainage. These will have some challenges in the mobile era. On the one hand, the screen is smaller, on the one hand is content and social guidance, rather than the initiative to buy goods.

What we see now in the mobile business area is that people are divided into groups, focusing on people and communities.

In such an area, word of mouth is very important. Mobile providers need to use social interaction and interactive technology to push things we want to buy.

These net red people, opinion leaders, through fans to do some relatively subtle sales, is an important direction of mobile business.

The traditional electricity supplier mode has begun to come to an end.

Now we also see that online and offline have entered the integration, because we have always been online because we have mobile phones, so we should be able to connect all kinds of potential goods at any time and anywhere.

Of course, it is more divided by way of crowd and social interaction.

So it's more than just merchandise, or O2O, beer and skittles, and future Internet will do this online and offline docking.

Therefore, the traditional electricity supplier mode has begun to come to an end, the traditional mode will have all sorts of challenges, the electricity supplier will encounter the commodity surplus, the matching degree is low, the customer turnover question.

The recent rise of the new APP is the best way to divide the crowd and see what APP you use, such as the user of the embarrassing encyclopedia, or the dragonfly FM, the user of the EDP thinking, and they have been divided.

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APP and new opportunities for e-commerce from the media

1. content

Great changes have taken place in the consumption path and habits. Quality content is actually the most powerful generator of traffic. Consumers can see the content, the suggestions and recommendations of the contents produced, or the desire to buy certain products and categories, which will bring consumption opportunities.

Xiao Hong is the best example. Half a year's sales reach 700 million. A video is also a good example. A 3 minute original video every day, from the end of 2014, has produced 14 million WeChat fans in March 2016. We can see many videos and basically relate to the products that are recommended. So this mode of operation is very typical in this field.

Not every APP has the amount of fans like a video. It is customizable to customize products for everyday content through its own strength. We will see that some tools invested by innovative workshops may play a very positive role in promoting some APP and e-commerce providers.

There is a good content, not enough goods, time and resources to get these goods, and there is no tool to help you accomplish such a goal. This is a very important challenge, because we all know that the content of APP or media is also good. What we are concerned about is content, so that users can get what they want. If they push some unrelated products, they are obviously advertising and interfere with the waste of users' time. These may be counterproductive. Although there are some small orders, users will have some antipathy towards APP. Content is an important trend. Not every APP or content has no bottom line to push goods, and the low matching degree of goods will backfire. You

2. scenario

APP is also good, from the media, how can construct the scene, from the consumer's point of view, can provide a very meaningful product or service according to the needs of consumers' current scene, or make a very good insight to consumers, and then make a subdivision, so that the operation of electricity suppliers can be pformed from the operation of traffic to a crowd operation, from the operation of an experience to a data oriented operation and decision-making.

There are some examples that can be provided, such as the world of panning, the direct Taobao has solved the problem of trust, and the appropriate content has been pushed to the users who need it, and the unit price is more than 1000 yuan.

The first attempt at e-commerce in the kitchen, the Panasonic bread maker and rice cooker in the content, sold the whole brand inventory in a very short time, the crowd was right, the product was right, and the sales volume was very large, resulting in huge sales.

There are also other examples, compared with the following kitchen sales, which exceed 8 million by the end of May.

These are good cases.

3. vermicelli

With the development of social media, consumers really want to pay attention to opinion leaders and interact with them.

The ability of opinion leaders to sell products is very powerful.

We can see that the most typical example of the industry is Luo Ji's thinking. WeChat fans 6 million is not an astronomical figure, but 6 million fans are super fans of Luo Zhenyu. The recommended books and goods will be super recognized by fans.

Part of this process is that he has very good personal ideas.

On the other hand, I think his fans almost think he can become a fan of Luo fat. He can tell my friend that my book is recommended by Luo fat, and his social orientation and promotion are improved.

All these reasons are why we should pursue the strong desire of stars.

Luo's thinking is a case. It's really called net red of opinion leaders. More net red is willing to buy younger fans through their beauty.

We also know some.

It's a very interesting phenomenon to talk with them. We talked about the design of the clothes we sell, and which designers, the feedback we get is indifferent. Everything I push can be sold.

Net red is only based on their own credibility for the products they sell. They want to pick them up. Their fans are basically blind. Basically, I believe you. I will follow you, and I will buy whatever you recommend.

This does not mean that the products recommended by net red are not good, because they also cherish their fans' recognition and interest in them, and of course they will also make good choices for them.

In fact, fans have more trust in net red than we could have imagined in the past.

Running a net red, fans rose from 1 million to 3 million a year, and clothing sales reached 1 million 600 thousand.

These are very good examples.

Today, in the face of so many opportunities, the rise of a mobile phone business that has changed a lot and grows rapidly, as APP and self media, really needs to be responsible for deep excavation. For users and fans, how to find the best electricity supplier, the best cloud platform for e-commerce providers, can provide goods to fans and users, and in this process, not only rely on this to make money, but by using the electricity supplier not only does not lose the user's trust in you, but it can increase the trust of users and fans. Now it seems that such opportunities and times have arrived.

Like I used to work in Google, Google focused on search. This product is doing very well, and no business model has been launched. It has been very worried about whether advertising will be launched in Google search.

Google's cloud platform will be related to advertising at the right time, do not interfere with the time between users, when the user is eager to see the ads will appear in front of you, see that advertising not only won't curse Google, and will feel that you are helping me.

In the early days, they said how Google made money and never advertise.

This is also an era of APP. You can do what Google does, serve your users well, and let your fans and users focus on what you produce. You need a platform for e-commerce partners so that they can properly push content and social interaction content so that your fans and users can buy things not only without scolding you but also thanking you for pushing them.

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Q&A

Q: Hello, Mr. Li, what do you think of selling things as a channel for realisation? You said positive and helpful to the media, but is this the only way? What do you think of other ways?

You are also micro-blog large. Why don't you advertise on micro-blog?

Li Kaifu: why my micro-blog did not advertise, for two main reasons, one is not lack of money, I think everyone's recognition of my micro-blog is actually because I am objective and fair about something, and it will not mislead my users, so there is no advertising in charge, but there are some free advertisements.

Any company that invests in factories may help advertise.

It's very simple, can you turn what you want to push into my company, is it positive, if yes, I can help you, if not, we will have some restrictions, two years to push once, even that can not make fans feel disgusted.

Recently I pushed a magnetic levitation sound, I think this is a very cool product, the company says you do not push this, people say you sell bulletin, it doesn't matter, this product is cool, we can push.

People have an expectation for me. They are not short of money and do not sell advertisements. We make it clear that advertisements must be clarified. These are companies we invest in.

Win win, we will be able to push our investment company.

Another point is that I am rather paranoid.

Q: Excuse me, Kai Fu teacher, we are a company in the United States to build a local business platform. Do you have any intention to invest in the US start-up company?

We do local American electricity providers.

American goods are sold to Americans, if they do a little better in Europe and India, and finally China, because China's market is slightly more complicated.

Li Kaifu: I think the whole game rules of the US electricity supplier are quite different from that of China. The whole flow platform and social networking are different from China. As investors, we believe that our main role is not to give money, it is to produce value, pure money, and we prefer not to invest in such a company. We especially enjoy participating in entrepreneurs and helping him to enhance their value.

We think that top entrepreneurs should take advantage of value added, which VC understands the industry best and can help. This is what top entrepreneurs should look for.

In your field, we do not think we have added value. I suggest that we should not find innovative factories to take money, do not find any VC to get money. VC can help you connect with contacts, find traffic population, solve cash problems, solve partners, and solve business problems. Since the United States sells goods to the United States, this money must be invested in the US.

Q: 3. 15 exposes the security flaws of intelligent hardware. Innovative workshops have lots of investment in hardware. What security solutions are there for smart furniture and video for the future?

Li Kaifu: the intelligent hardware we invest in has a very good technical team. Our investment mode is the first to think that he can provide real user value in the user group, rather than to get more users by cheap. Then we have very high demand for his quality.

The intelligent hardware we put in is not produced by him. He has high requirements for technology. I hope his product will make money rather than lose money.

We are particularly worried about the situation that many people say that the so-called "millet mode", cheap selling products, users will later use other ways to come out in pigs and other ways to make money around.

I don't think this is the mode of millet. Anyone who knows about millet will know that this is a very strong company. There are many forward thinking, rather than relying on cheap products to stir up household quantities.

It has increased user volume and business mode. In the software era, maybe some companies did so because the marginal cost of each software sold is close to 0.

We have invested in several good companies, such as small fish at home, such as a piano, and magnetic suspension speakers.

Our demand for its products is very high, the amount of investment is not very large, but the success rate is quite high.

Whether smart hardware needs to worry about security is something to worry about, but the best way for users to protect themselves is to really generate value for themselves, and not because of it.

Purchase.

For example, the team at home is a team of top executives from Microsoft and YY.

In terms of technology, recently, a BAT company came to a very high level of executives to talk about the direction of video communication. The little fish talked to several people at home and was very shocked by BAT.

Very high technical personnel can put an end to these safety problems.

Consumers do not want to buy hardware because they are cheap. Hardware has to generate value and profits. This is the point that many products need to consider. Do not feel like saying that getting out of the one million stations is good, we need to find out a business mode.