My 65-point observations on the e-commerce field1

　　1. Professor Zeng Ming of Alibaba mentioned the concept of S2B. My understanding is the relationship between big trees and branches and vines. Big trees (S) provide nutrition (supply chain), and branches and vines (B) compete for the sunshine (market).

　　2. If you want to grow bigger, you must be brave and good at eliminating inferior customers, cultivating high-intentioned customers, and maintaining high-quality customers.

　　3. Marketing strategy actually has two words: "greed" and "fear". The poor are greedy, and the rich are afraid.

　　4. If you want to retain employees, there are actually four requirements: a sense of purpose, a sense of security, a sense of belonging, and a sense of accomplishment.

　　5. The most clever thing about JD.com is its challenger strategy. He implanted a strong signal to everyone: e-commerce , besides Taobao, it is JD.com. Just like Pepsi to Coca-Cola.

　　6. Impulsive consumption will become the norm for consumption. As the differences between similar products decrease and the homogeneity between brands increases, consumers are increasingly unable to distinguish the differences between products (see the same mobile phone market). Consumers will use less and less rationality when choosing brands. Therefore, advertising marketing will become the main way of competition among brands. (Note that it is not that advertising is more important than products, but that no one has a better product)

　　7. The only way to get grassroots Taobao is to start making deep vertical products to cultivate original fans and accumulate capital. When the strength is almost the same, then charge against big sellers.

　　8. Differentiation demands must not be ignored. You need differentiation to open up the gap between similar products so that consumers can pay attention to you.

　　9. How can Taobao beginners gain a foothold? Even if the market is competitive, there will be market gaps. If you find the market gap and intervene as soon as possible. This is the only thing you can do. Unless you want to burn money or rely on luck.

　　10. 20% of strong brands account for 80% of the market. In business competition, the most important thing is to build your own core advantages. Here, being biased towards subjects is a good thing.

　　11. There are two difficulties in corporate management. First, avoid egalitarianism, so that employees who create well-known value will not get well-known benefits. However, who are employees who create well-known value needs very scientific and recognized judgment standards. The team is unstable, and the problem is often that the boss believes that employees who create well-known value are not recognized by most employees; second, do not pay attention to Darwin. No matter how outstanding the employees are, they cannot complete all the work. The company is a whole. The consequence of over-inclining toward those 20% of employees is the collapse of the company.

　　12. Strengthening the brand impression of fans and putting their fans at the top of the contempt chain is an important means to enhance the stickiness of fans.

　　13. The purpose of all business activities is business trust.

　　14. Is it better to set a low price or a high price? The key to this problem is "the cost consumers are willing to pay." Now that consumption is upgrading, merchants are generally thinking about price increases. But the key to price increases is whether your product has been upgraded. "The quality of goods is good and the price is low, but the things now are just "substantive interests + psychological interests". If the product does not upgrade, the price will rise. Apart from fooling a group of newbies, they will not live long.

　　15. Doing business and management is essentially about spending money. After the money is divided, many problems are solved naturally, including talent issues, innovation issues, and team combat effectiveness issues. If you can't share the money well, you can't even play with management masters like Ren Zhengfei and Jack Ma. ?

　　16. Marketing is king, but there is no way, this is the truth

　　I hate the saying "marketing is king", but one reality tells me: in this world, only those who can shout can make money, and those who understand marketing are awesome.

　　17. If you believe that a good product can make a lot of money, either you are too awesome or you are too naive.

　　18. Why is it difficult for us to buy good products with good quality and low price?

　　1) The one that is delivered to consumers at a huge price is not necessarily the best product, it may be just a merchant with money to do marketing;

　　2) If you hold high-quality products, you may be forced to death because you have no money to do marketing;

　　3) The product is very good and you have money to do marketing, but clothes worth 20 yuan may be sold for 200 yuan.

　　19. Relying on marketing fraud has almost become the business bible of a considerable number of companies, but my judgment is that this is just a special phenomenon in a special period. China's development is too fast, and consumption concepts are far from catching up with the development of the commercial market.

　　20. Consumers are immature, and merchants are eager for quick success and instant benefits. But consumers who have been bombarded with marketing will sooner or later wake up and will no longer be so easy to be fooled. Ambitional merchants are also trying to make products while marketing.

　　21. Talk about ideals with employees with low-level needs and salary with employees with high-level needs. You are either stupid or pretend to be stupid.

　　22. Positioning the characteristics of the target group is a very important thing. If your customers are elegant, you will be elegant. If your customer service likes simple and rough, you will be bragging. Your customers determine your marketing style, not your pre-set marketing methods.

　　23. As a public-facing enterprise, remarks that touch on basic values ​​must be strictly controlled. Just like Hollywood in the United States shouts political correctness every day, this is a minefield and cannot be touched at all.

　　24. What is an idol? Idols not only represent a group of people, but also a commercial value act. It usually refers to the agency selling 1,000 yuan or more after spending 100 yuan to package a product worth 20 yuan.

　　25. A major feature of the Internet era is the agglomeration effect. Unlike in the past, now we can gather/spoof people with the same preferences at a very low cost. Maybe a drama is bad, but there are so many Chinese people, it is quite easy to find out the fans who think he is not bad.

　　26. Traditional marketing models tell us that the practice of disrespectful products will definitely fail and we cannot fish out the water. But the facts in the Internet era prove that fish cannot be killed, and even by cheating can you eat them. In the end, of course, products are the king, but before that year, we could already support many companies.

　　27. Don’t be too addicted to some data. Data is not fans. You really admire you. Those who can support you unconditionally are your fans. There is no need to be many, but quality is very important. This is the key to whether your business can move forward.

　　28. E-commerce Internet celebrities are essentially Internet shopping guides, which are selling things. However, after professional and fancy packaging, this shopping guide has a designed personality, life, aesthetics and personality. But in the final analysis, it is still a commercial tool, and there is no essential difference between it and the shopping guides in offline physical stores.

　　Merchants should understand that you are training shopping guides rather than celebrities. Consumers should understand that although Internet celebrities provide you with additional emotional services, they are still trying to sell things. This must be very clear.

　　29. Most of your energy must be focused on researching users and people. My own judgment is that products account for up to 40% in the next five years, and the rest is on people. If you don’t go deep into users and understand changes in user needs, it’s dangerous.

　　30. Be abide by the rules, but it is also very important to have the ability to fight back against those who do not abide by the rules. Otherwise you will be able to be trampled into the mud by the ruthless reality.

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