Abandon customer concept and be people-oriented

　　#Laogao E-commerce Online Information# As early as the regular meeting of Laogao Crown Club in December 2013, I shared people-oriented ideas with the club members. Three years later, people-oriented became the consensus among many e-commerce platforms, including Alibaba, and e-commerce sellers. Only in a good circle can you grasp important trends.

　　The following is the full text of sharing:

　　I have to salute everyone every regular meeting because I am very grateful to everyone. I have been practicing Buddhism recently, and I cherish the fate between people very much.

　　The old ones don't go, the new ones don't come

　　Why is today's theme the year-end summary meeting? Because without summary, there will be no breakthrough and no future. What is the future? The future is the past, present and future, and they are related. Only by summarizing the past and present can the future go smoothly and well.

　　Standing on the air vent, pigs can fly. The current situation can be described in one word: mixed feelings. Everyone is catching traffic, but they can no longer play like the original one. Everyone must know that traffic is floating in the sky, it is flowing, not the core of business. I always think of the core of business as a user. People often watch CCTV, and the most frequent words are four: people-oriented. I have been watching it for more than two years and have deeply understood the meaning of "people-oriented".

　　People-oriented is the future

　　I think we should also be people-oriented when doing Taobao and e-commerce. People-oriented can not only be applied to marketing and business, but also to many places. In fact, since last year, we can’t just look at traffic. We must pay attention to users, and this is the core. If you don’t have loyal users and fans, don’t consider building a brand, because users will not follow you. Everything you do is a cloud. You don’t have any ability to resist risks. A slight change will make you die without a place to die.

　　We must consider whether our team management is people-oriented, customer-oriented, and customer needs-oriented. Many times we pay too much attention to products and marketing methods, but ignore people-oriented.

　　Recently, some members said that they want to set up a WeChat mall, this and that, but you must be clear that these are tools. I don’t believe that you don’t consider people-oriented and you can do it well. You can’t take good care of customers on Taobao, but you can do it if you change the platform? I don't believe it. Therefore, it must be user-centered. A typical case is Xiaomi. Xiaomi captured fans and had a group of loyal users who followed them, so Xiaomi succeeded.

　　Following fans is the most important

　　The traditional business model is to have products first and then users. Merchants first develop products and then do marketing, advertising, and gather users together; the current new model can be reversed, with users first and then products. We can first create a circle with interests as the link, and then slowly develop products. Many people may find it difficult to understand, you can think of this model of clubs.

　　In fact, this is the model of our club. This year we have built 3 clubs. In addition to Laogao Crown Club and Golden Crown Club, there is another SNS club. You will find that we are not worried about business. Suppose I have made the 4th club and can still do it, why is this happening? Because I am people-oriented and user-centered, I have always been able to follow customers.

　　Many people don’t know the difference between customers and fans. Their famous difference is that if you sell shoes and buy stockings tomorrow, customers won’t buy them, but fans will. The meaning of a fan is that a fan is willing to buy any product you recommend, and he is willing to follow you. We must think about how many users we really want to follow, which is very, very important.

　　Abandon customer concept

　　There is another typical concept. We must abandon the concept of customers. I think this concept has misled many people. Some people say customers, customers, customers every day, customers are the first, customers are the first. I think this word is problematic, at least under the trend of new marketing. Why? Many people are talking about KPIs and customers. Let me give you a typical example, Haidilao. If it is for KPI and for performance, you went to Haidilao alone and ordered 20 dishes, and the waiter will say, Brother, you can actually order two more soups. If you are treated as a fan or a friend, the waiter will say, Brother, you actually order one dish, add another soup. All other 19 dishes can be returned. I've been talking about customers all the time, but there are actually problems.

　　The boss who is altruistic is the qualified boss

　　Some members talked to me about management and marketing issues. Many problems seem to be management issues, marketing issues, but in fact they are the boss's problems, the boss's vision issues, and the boss's pattern. Many things actually do not need to be managed, as long as they are altruistic, it is enough. Do you need to manage your brothers and sisters?

　　Whether a company can do a good job depends on how many people are worried about the company. If you are the only one who is worried, then the company will definitely collapse. How many people are worried about this company determines how far the company can go, and a person's ability is limited.

　　Many people do not consider the nature of the problem and do not know what employees want? Are the employees trying to play? Just two words: assignment. What to allocate? Distribute benefits. What constitutes interests? Material and spiritual. What is matter? RMB. What is spirit? Happy atmosphere, growth environment, good team relationships. This is Tao.

　　Open inside, the world will be big

　　Last year, I went to Alibaba and saw some words in Alibaba's strategy department, and then shared them with members as soon as possible. What are those words? "Ali's strategic layout in 2013". Some people have read it, some people may not have read it. Here we extend the value of the club. Some people asked Luo Pang what I can get if I become your member, Luo Pang said: What you can get depends on you, not me. Our club is actually the same. Whether you can gain something depends on whether you are open enough, whether you like learning and communication.

　　Some people like to listen to lectures at clubs and get information, but this is not the real core of the club, and these are short-lived. The real core of the club is to build a platform for everyone to communicate and learn. The extent to which the club's value can be achieved depends on you.

　　In a club, you must not make friends with similar people. This may be a bit mean, but it is true. Many people like to make friends with similar people. They feel so comfortable and feel that there is no pressure. But how can you make progress if you don’t make friends with big people? The best done in the club are all thick-skinned. We are open in our hearts and the world will be big.

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