Tian Guobin, the head of Zigong Tianxia Taobao system and O2O, has 6 years of offline retail experience. He began to come into contact with e-commerce in 2010, adhered to the idea of "e-commerce is just a channel", and successfully copied the concept of offline operation of products to channels such as Taobao and Tmall. Taking Shanxi Laochen Vinegar as an example, it has always been the first in this category. Currently, it is responsible for the operation of the entire Taobao business of the Gongtianxia system, the development of fresh products, O2O and other work.
At the regular meeting of Lao Gao Crown, he shared with everyone "The Road to E-commerce of Traditional Enterprises". The e-commerce cake is getting bigger and bigger, and it has attracted more and more offline companies. Gongtianxia is also an attractive member. Starting from the history of Gongtianxia e-commerce, Mr. Tian briefly describes the background of electricity-related issues, the positioning of e-commerce, and the problems encountered in electricity-related issues. Grasp the five core advantages of traditional enterprises: connections, channels, resources, services and products, and combine their own successful experiences and lessons of failure. We hope to provide reference and help for traditional enterprises exploring the e-commerce path.
Tian Guobin from Gongtianxia Taobao Business Department shared the e-commerce path of traditional enterprises. Mr. Tian has applied six years of offline retail experience to Taobao and Tmall, and taking Shanxi old vinegar as an example, it has always been the first in this category.
The following is a selection of full texts:
OK, thank you everyone! Today we come here to tell you through such an opportunity. I hope it will be of some use in your future development.
Why join the e-commerce industry?
Let me first introduce the situation of our company, because everything I talked about is a company's behavior, so some basic things in the company should be done under the conditions at that time and the situation at that time. Our group company was established in 1999. It was originally a company in Shanxi. In fact, it was very simple. It was just a simple supermarket, which brought the specialties from various places to supply large KA supermarkets. From 1999 to now, it has been mainly two areas, one is Shanxi, Inner Mongolia, Shijiazhuang in the north, and the other is Kunming, Lijiang Dali in Yunnan, and these places.
In fact, this does not talk about 2010, which means that we started doing it in 2010. Why did you have to do e-commerce at that time? I don't think we can avoid the vulgarity either. It turns out that we have always been unable to see e-commerce clearly and understand, and we even really look down on it. In June 2010, there was a Taobao store called Huihu in Shanxi at that time. It entered Shanxi old vinegar in our place. Shanxi Laochen Vinegar itself is a niche product, so its sales and market popularity are relatively small. But it can achieve sales of 800,000 yuan in one offline store within one year. As a Taobao store, it can sell 800,000 yuan in 10 years, which has greatly touched us. Because of this reason, it is very simple that there is no company planning or product design, so we started to do e-commerce.
Because everyone knows that Shanxi is originally relatively remote, mainly based on coal production. Recently, it seems that the overall market environment of coal is also relatively poor, and then our Shanxi officials have also been nervous recently, which means that the whole market is neither too much nor too much. It is not like the coastal areas of Jiangsu and Zhejiang, with a good commercial atmosphere, nor is it like the northwest like Xinjiang and Qinghai. The state supports it, which means no one cares about it. So the atmosphere of e-commerce is very poor. At that time we started doing it, but we didn't know how to do it. The beginning was to build a Taobao store. Because we thought that e-commerce at that time was Taobao, we didn’t bother to joke about it, but we had this concept at that time.
In other words, the major events in the company profile I shared with you today are mainly based on some things from Shanxi, because Shanxi is the most representative. A brother told me that today, friends from all over the world want to do regular things from grassroots, and some people want to do it from traditional companies that want to surf the Internet, maybe they want to transform and do these things. So I will share the most representative things with you. On July 17, 2013, the vice governor in charge of e-commerce in Shanxi Province came to our company for inspection. After that, we established Shanxi Gongtianxia E-Commerce Co., Ltd. in Shanxi. Why did we do it first and then set up the company? Because before last year, Shanxi could not establish a suffix e-commerce company.
Last year, I went to Shanghai, Hangzhou and Chengdu. We joined it because many customers don’t know how to buy offline after buying products offline. So when we joined the Shanxi brand China Travel Service, we put these products on Gongtianxia Specialty Network, JD.com or Taobao to sell them simultaneously. Then we did the airport pick-up model. Friends from Xiamen and Fujian should know that this model was learned, and there is no problem with this. We have not innovated, but I think the easiest thing is to copy it and copy it. This is the model of Xiamen Hand Grenade Network. We are also in Shanxi and have already started. Last year, then it was a feature in September last year. This is Taobao's specialty China Shanxi Pavilion.
The first stage was July 2010, when we used the old jealous case to do Taobao e-commerce. At that time, I didn’t know how to do it, so I could only start with Taobao stores with a well-known market share and the easiest to buy. So now we have stores like the old Sichuan Wei King and Liuweizhai, as well as the northeastern Sichuan, Yunnan, and Fujian, and we have been doing it until now. Then the second stage is August of the year. We think that doing e-commerce is not just Taobao, right? Taobao may just be a large amount of this, we have to rely on it but cannot rely entirely on it. Then we established Gongtianxia E-commerce and Gongtianxia Specialty Network in Beijing. At that time, I felt that the actual significance of Gongtianxia Specialty Network so far, from our perspective, was not particularly great.
The second thing is the conflict of interest online and offline. Meixiang is from Taizhou, Jiangsu. It mainly makes this company that is made of peeled eggs, salted eggs, rice dumplings, mooncakes and snacks. It should be done in Taizhou. Yesterday we went to his place to talk about some things. As the boss, he felt very sad. He said how can I do it after opening my store? That is, how can I make my sales after I finish the Tmall store? Now, your popularity is not very prominent online. , With the reputation not increasing, many people are taking prices, and we are no exception. We just want to lower the customer's tasting threshold through low prices, and then promote its second, third, and even more consumption in the future. But he now encounters a problem. I am about the Dragon Boat Festival in the past two days, and the offline volume is very large. He is worried that the price of our online is affecting the interests of his offline dealers. Therefore, many customers find it through Wangwang through Tmall, and the price we give is even higher than what his offline dealers give as a manufacturer.
We have been learning this thing since 2004 and have always felt that it was really useless. But now, we have truly realized the power of persistence. If we didn’t persist, we might be collectively banned by them when we first came into contact with these Taobao stores, and we might not think about these problems. If we didn’t persist, our Gongtianxia Specialty Network, starting from July 2011, may have lost millions every year in the first or two years and then died. If we didn’t persist in our fresh food project, we would not have made Yunnan matsutake pomegranate like last year, including Shanxi corn and Zhouzhi kiwi fruit. We also have a lot of contact with injured companies. We did it early at that time and were deceived. These developed TPs in Jiangsu and Zhejiang went to a company to deceive the boss and dreamed. The boss would do it. After doing it, I will talk about my views on the TP industry, because we should be called offline TP. That is to say, the model is the same in nature. When we cooperate with many companies and brands, we have two points that I think will never be able to solve. As a brand, he has been thinking that after the Tmall store is worth it, I will take it back and do it myself. Why can I make you earn so much? Because they have been very uncomfortable, I want you to enter the supermarket offline today, so that you will have to deduct 25 tomorrow, and it will be 25 points this year. It will definitely increase to 27 points tomorrow because his property cost is too high. There is no way to do this. He is very uncomfortable. As a brand party, he has always wanted to be the right terminal. How can I give my things directly to my customers? My service is good, right?
The last thing is that we hope that we will work with our traditional corporate friends to bring us. I believe that those who are willing to sit here to attend this conference must do a good job offline, or are willing to do it well. We hope that we can continue our offline glory.
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