Alibaba Zhang Yong: Tmall Double Eleven Is Not What I Created.

According to the world clothing shoes and hats net, Zhang Yonglai has been living in a hotel for 9 years in Hangzhou.

Once I had dinner with Suning's CEO, we talked about the real estate business, because Hangzhou's housing prices have gone up a lot in recent years. Many people have bought houses, but I never thought about buying a house.

The best investment is not the house, but the investment itself. All the innovation power comes from ourselves, and we must constantly challenge ourselves.

Ali is also a process of challenging myself. When I went to Ali more than a year later, Taobao mall was not so smooth at the beginning. The people who did this business went away. I told Lu Zhaoxi, who was then CEO and Jianghu, "iron wood", I would help.

Because there is a "double 11" singles day idea in order to make this business survive.

In 2016,

Double 11 sales reached 120 billion 700 million yuan.

Some people say that double 11 was created by me. My view is: definitely not what I created. I am just an experienced person and a facilitator.

I never dreamed that 8 years later, 11 would be able to make this happen, but it conformed to the needs of the great era, complied with the needs of the Internet for the whole business development, and adapted to the needs of lifestyle changes.

The twin 11 miraculously confirms the power of the whole ecosystem on this day.

There are many roles and interests in the ecosystem. At this time, the simplification and aggregation of business interests become very important.

Double 11 is a very similar goal. We will mobilize ourselves. This is the marvellous part of the market economy. This synergy is not achieved through human intervention. It is free to complete, but the goal is convergence and the role has division of labor.

So I think this is the greatest social value of double 11.

Some people will ask if there will be another festival that is more intense than double 11. I think, why not? This is the truth.

But if you do not innovate, it is difficult to play according to the double 11 routine.

Therefore, sometimes the team members come to tell me who and who copied us. I say it is very good. Others copy that we have done well, but copying is not ours.

Innovation requires reconstruction of play.

This double 11 is a lot of fun. We are looking for a carnival cat.

After I played that Pokemon Go game, I told the team why we couldn't make one. We have a cat, Tmall is a cat, and we have businessmen, there are high German maps, all of our elements have it, you reconstruct it, take the ability of offline business to mobilize, use the ability of the map as an infrastructure to rebuild it, and create a small game out.

The hardest part is to make a mess of yourself. No one can mess with you, you have to toss yourself up.

We have been emphasizing quality and weight in recent years.

From the perspective of growth rate, the annual growth rate is decreasing. When it reaches about 90000000000, I told the team that it will reach more than 100 billion after that, and the scheduling of social resources has reached a very large scale.

We have been committed to not only pursuing growth, but also to the team's goals.

Numbers can not hide everything. Numbers can not explain all problems. We can not say that 120 billion is very happy. If less than 120 billion, only 110 billion 700 million, what is the ultimate user experience and value?

This is just like our internal assessment. We are not considering GMV now.

What to assess? Check the changes in the user market, such as the number of visits per day, the frequency of participation in interaction, etc.

Our evaluation criteria for success have always been very simple. A number represents a scale standard, but now all fields need a new yardstick.

Like now, the top 11 concern is the final turnover each year.

People give me predictions every year, but I never say.

I didn't say anything outside, nor did I say anything inside.

My pet phrase is "never make a bet".

I think one day you will understand that numbers are not everything.

Everyone has a judgement standard for success, and for me, the key is how much things can be deposited in the normal business. This is very important.

Many times, the outside world will use the share price to measure the CEO's performance, but for me, this figure is not important.

If I look at the stock price every day, it can't be done. It's wrong to decide what to do.

In fact, when the stock price is low, it may not be as bad as people think. When the share price is doubled, it may not be as good as expected.

I think it is more important to admit that the market is a process, accept this process, and always believe that the final measure of success is not the ups and downs, but the long-term value you create.

Recently I have repeatedly said a word - "Reconstruction".

Refactoring is to re organize all business elements and give them new definitions.

Without the reconstruction of commercial elements, simple 1+1 can not play a greater than 2 effect, at most 2, or even less than 2.

Therefore, we must create multiplier effect and produce chemical reaction to produce new things.

What we need now is not to predict the future by analyzing past actions, but to destroy a road that nobody has seen before, like iPhone once, and redefine new things in the future.

IPhone redefined the mobile phone and made the whole world get used to its large screen touch design.

I have probably told this story more than ten times, which is an example I like very much.

Since iPhone can redefine mobile phones, many things can be redefined.

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The era has changed from satisfying demand to creating demand. This redefinition is to stimulate users' undiscovered consumption territory.

This year's double 12 has also been redefined with a new name: Kiss day.

along with

Rich in ecology, through the live broadcast, micro scouring, circles, "ask everyone" and other products were born a lot of original content, to achieve a more intimate interaction with consumers.

On the day of double 12, not only the live broadcast peak exceeded the double 11 this year, but also the user's viewing time has improved.

In addition, the original content brought by Taobao, red tide, cool play, designer and so on brings more energy to the combination of shops.

We also see that the "parent's Day" is not only an upgrade of the universal Taobao, but also a reflection of the mainstream lifestyle of the present society and the mainstream way of life for young people in the future.

In fact, I do not want to discuss the issue of electricity providers today, the concept is a little narrow.

Today, there are still a number of people who have always believed that Alibaba is an electricity supplier. In fact, we didn't define ourselves as an electric company.

We are a data company. Our core concept is business, finance, logistics and marketing.

All these scenes, these economic behaviors are the behavior of generating data. We use our data engine, through cloud computing, through big data, feed the generated data value to the promotion of e-commerce, finance, logistics and cloud computing, forming a kind of circulation.

The biggest difference between data and other resources is that the other resources are used less, and the more data is used, the more.

Electricity is used up. Water, oil and coal are all the same. The data are different, so it brings a very interesting cycle possibility and brings huge and wonderful development space. This is the basic position of Ali this year.

Our most powerful thing is our business ecosystem, and it is constantly evolving into new business scenarios. This scenario brings many possibilities for application.

For example, we do voice, we should have used Tmall box and other remote control devices, mobile phone voice search habit has not yet formed, but the remote control input word is very troublesome, suitable for direct voice input.

The car is also a big voice application scenario. Why should we use the mobile phone App to navigate in the car? The most important thing is to drive the driver's hands away from the steering wheel.

So we put these things in use, including many AI technologies, which is a cumulative process.

This is a time of great commercial change, and the age of Internet's comprehensive pformation of commerce is coming.

Data is the core, cloud computing and big data are infrastructure.

Business scenarios create data and use data.

Of course, this is why we have been very resolute in the past two years from the original physical electricity supplier to digital goods, and to cultural entertainment. It's very important because we have a lot of consumer data, but I don't know which movie you like to watch and which star you like.

When you know more and more about a person, he will not only help the culture and entertainment industry, but also help the business itself and the electricity supplier, and the data of the electricity supplier will also have an impact on the entertainment sector.

I have always said that to repair the roof on sunny days, this year's double 11 achievement has earned us a good opportunity to "repair the roof". We should sum up and experience from the perspective of businessmen and users, improve business and innovate business, not only enhance the consumer experience, but also create greater value for businesses.

120 billion 700 million yuan is a good ending for the double 11 in 2016. For Ali, it is the starting point for the future five new (new retail, new finance, new manufacturing, new energy and new technology).

We are lucky to be in a competitive market. Because competition leads us to constantly think about what we should do, rather than doing what we have done behind our competitors.

Always doing what others have not done is the reason for the success of double 11 and is also the best strategy for Ali to face the competition.

We must jump out of the game of technology, truly stand in the market angle, take the initiative to take advantage of the advantages of Ali group, and take advantage of the entire ecological resources to find the commanding heights of competition.

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