Liu Qiangdong Talks About The New Book Sale: The Market Needs Competitive Heroes And Needs Competitors.

The rise of Jingdong is a classic legend of Chinese business history. Liu Qiangdong's pioneering career is amazing.

We admire Liu Qiangdong's courage and vision, admire the super execution power of Jingdong, but few people have studied Liu Qiangdong's business philosophy and business philosophy.

On the occasion of the Jingdong 618 Carnival in 2016,

Self Description: my business model is officially on sale. This is the first time that Liu Qiangdong has described it. It has presented the mystery of the rise of Jingdong.

The skeleton of the book comes from Mr. Wang Lifen's exclusive interview with Liu Qiangdong for several hours, supplemented and perfected based on the exclusive interview content, and then there is such a book called dry goods, which is called Jingdong's Hongbao book.

The book has been published, coinciding with Ali's investment in Suning, and there have been various comments and interpretations of alisu against Jingdong, and a point in Liu Qiangdong's book has become the focus of attention.

In the book, Liu Qiangdong narrated the story of the past and the new egg and Yi Xun, and put forward the unique viewpoint of protecting the competitors and protecting the second and third generation. This is Liu Qiangdong's internal view many years ago, and it became exceptionally deep and sharp under the foil of Ali su.

Jingdong's past: beat the new egg, but not kill it.

In the book, Liu Qiangdong talked about the dispute between the new year's egg and the IT digital B2C platform. The Jingdong didn't force their competitors to death after coming back to the world. Instead, they deliberately left new eggs and easy living space, which allowed Yi Xun to survive at that time.

"I ask the marketing department, all the prices and marketing strategies are no longer aimed at easy and fast. We must make it easy to survive. We must not let it go bankrupt. The old competitors are not terrible." Liu Qiangdong's business philosophy is very special. He defeats his opponent but does not kill his opponent. He must make the competition become a firewall for the barbarian invasion.

Of course, now.

The battle has changed, and the new egg has been finished. Yi Xun has been incorporated into the Jingdong. The main players in the business circle have become major players such as Jingdong, Ali and Suning.

Today, Jingdong's share of home appliance online shopping market reaches 60.2%. It is the absolutely absolute leader. It has become the largest retailer in the field of 3C. Ali and Suning are forced to form an alliance against Jingdong.

Although Tmall has bigger advantages in clothing and other categories, it is far less than Jingdong in the 3C category of household appliances. In the eyes of Jingdong 3C and household appliances, Tmall and Suning are the second and third place.

At this point, Liu Qiangdong's new book "protecting the second generation and the third generation" is very promising. It seems that he shouted Zhang Jindong and Zhang Jindong across time and space, telling Jingdong that they would not destroy them completely in the category of household appliances.

Of course, Ma Yun and Zhang Jindong are both tyrant thinking of the local moneybags. Instead, they want to get rid of Jingdong and focus too much on marketing value, ignoring the value of user experience.

In those days, Ali tried hard to block Jingdong, but Jingdong grew up against the trend. Instead, it became bigger and bigger. Now, Jingdong has money, people, users and experience. Ali lacks the integration experience of logistics and distribution. Suning lacks Internet gene. Alisu alliance can not change the situation of experience. Suning.com has become a chicken ribs, but it is equivalent to allowing Jingdong to reduce a competitor.

Market needs competition, heroes need rivals.

Liu Qiangdong emphasized in his new book.

The importance of innovation is forced. "If there is no competition in the market, I believe that any operation, process, system, and innovation of your company will be missing," he said.

Because you have no sense of competition, no pressure, no pressure, no innovation.

The market competition is too many, too strong, of course not good, the Premier League is an example. In recent years, the Premier League team can not win the Champions League because there are too many strong teams in the Premier League, so it is difficult to appear the absolute leader in such a market.

In most markets, most of the eldest, second and third generation can get along very well. In the field of electric business, this is also true in many industries and fields. The Liga League has only three super teams, including Real Madrid, Barcelona and Ma Jing, but has won the Champions League repeatedly. The German Bundesliga has ruled Bayern for many years, but in recent years it has only won a Champions League.

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In the field of Internet, Baidu is a typical example. Baidu has recently reported a lot of bad things. The main reason is that Baidu has been in a market monopoly for a long time.

Once the enterprise enters monopoly stage, it is easy to become a money making machine. Social responsibility and industry responsibility are easily turned into clouds. Arrogant, overbearing, conservative and other bad attributes will appear in large numbers, and industrial ecology will easily go to a vicious circle.

The market needs competition. Heroes need rivals. You spend all your time winning the first place in the world. If you want to be an oriental team, the ending must be very tragic, because you can now be invincible, but can not stop your old age and the rise of young heroes.

Electronic business, whether Jingdong or Alibaba, do not want to have a single big state, Jingdong, Ali will be evenly matched.

Alisu alliance alliance against Jingdong, was ridiculed by the head of the Jingdong home appliances division, Yan Xiaobing, as "a wrong saying, not a serious affair". It seems to be very grand and frightening, but the result will not make Ma satisfied. Because this quick success and instant benefit will not only defeat Jingdong, but will make it more and more powerful.

Protecting your competitors is also protecting yourself.

"Protecting the second and third is also protecting themselves", Liu Qiangdong believes that if there is no competition for a long time in the market, your own operation ability is also poor, new entrants may bring more money and bring better innovation.

This principle is a bit like catfish effect. If there is not a few catfish in a market, the market will lose vitality. If people live too comfortably all day long, people will lose their fighting power, and the vitality of an enterprise needs constant fighting.

Liu Qiangdong's theory of competition is very special. Protecting the second and third generation is not only to ensure the vitality and creativity of their own enterprises, but also to form industrial barriers with industry competition, which can stop the Barbarian Invasion outside.

From the dimension of the industry firewall, moderate competition is so important, competition is not terrible, let the outside savages feel that the gold here is random picking up, that is really terrible.

Even in the face of barbarian invasion, there will be an industry war in the second and third years, not just a single fight.

Now, in retrospect, in the middle school, I always easily test the first, and I have no rivals for a long time, so that my attitude towards learning and spirit of struggle have declined rapidly. I am sorry to be overtaken by my classmates in the later period.

In today's brutal business war, many entrepreneurs are fiercer in Vietnam War and more greedy in Vietnam War. They are always trying to kill all their opponents. Various marketing wars, war of words and subsidies war emerge in endlessly. After reading the new book of Dong Ge, maybe we can calm down and let ourselves have a big heart.

Finally, in Liu Qiangdong's statement: "my business model" in the end of a sentence: success takes ten years, failure as long as one day.

Entrepreneurs need the ambition of "as long as the first", and protect the bosom of the second and third generation. If an industry is strong, you will be truly strong. Great enterprises often need great rivals.

Thanks to the success of the Jingdong, thanks to the good, bad, honest, and crafty competitors of the new egg, easy to fast and even Tmall, HUAWEI's success also needs to thank the rivals such as ZTE and CISCO.