The rise of NetEase E-commerce once again proves that Hangzhou is an e-commerce paradise?

　　Since when, Hangzhou has been named the "E-commerce Capital". In addition to e-commerce giants like Alibaba, Hangzhou has also spawned a large number of small and medium-sized e-commerce companies, including Mogujie, Youzan, Beibei.com, Gegejia, etc.

　　When NetEase moved to Hangzhou, it focused on two aspects. One was to vigorously incubate Internet businesses, such as NetEase Cloud Classroom, LOFTER, NetEase Cloud Music, etc.; the other was to move some online game businesses to Hangzhou, including some emerging mobile game businesses. But since 2015, Ding Lei finally couldn't resist his ambition to make efforts in e-commerce, and successively built two major platforms: NetEase Kaola Haigou and NetEase Yanxuan. It seems that it can be traced back to Hangzhou's right time, place and people for e-commerce.

　　Tianshi: Hangzhou's e-commerce culture

　　1999 can be said to be the first year of China's e-commerce. It was also this year that Wang Juntao founded 8848 in Beijing, Shao Yibo founded the C2C e-commerce platform "EBay" in Shanghai, and Jack Ma's Alibaba. Everyone knows what happened later. 8848 has been frozen in the history of the Internet. EBay has gradually been forgotten after committing to eBay, and Alibaba has become a symbol of Chinese e-commerce.

　　What Alibaba brought to Hangzhou was by no means a pure e-commerce giant, but it nurtured Hangzhou's original e-commerce business. Today, an e-commerce culture has emerged in Hangzhou. Nearly a hundred large and small e-commerce industrial parks, more than half of entrepreneurs are engaged in the e-commerce industry, and celebrity entrepreneurs who have left Alibaba. For an Internet tycoon like Ding Lei who has been in Hangzhou for a long time, his perception of this e-commerce culture is better than that of ordinary people. Moreover, after 2011, it was a period of integration and turbulence in the e-commerce industry. New models appear almost every day, but giants often fall behind and step down from the altar.

　　Location: Hangzhou's e-commerce gene

　　E-commerce has been integrated into the blood of the city in Hangzhou and has diverged into the unique temperament of this oriental quality city. This is by no means an empty talk. Behind the joke, "free shipping on Jiangsu, Zhejiang and Shanghai" also explains Hangzhou's geographical advantages. As early as 2008, Hangzhou had about 50 million yuan of special funds each year to support the development of e-commerce, but it also allowed Hangzhou to "overtake on the curve" in the e-commerce field.

　　As a veteran Internet giant, NetEase has natural advantages in capital and brand, but this does not mean that NetEase has not been affected by Hangzhou in its e-commerce business. NetEase Kaola Haigou has established the first bonded warehouse and a complete warehousing and logistics system in Hangzhou. From Hangzhou to Ningbo, Zhengzhou, Chongqing and other places, bonded warehouses of more than 300,000 square meters in China may be one of the supporting factors that focuses on self-operated direct procurement and shorten logistics time, and thus leading in authenticity rate and user reputation.

　　Renhe: E-commerce talents in Hangzhou

　　Next to NetEase Hangzhou Research Institute is Alibaba Riverside Park, and a little further away is Hangzhou Shangfeng Industrial Park. In other words, what Hangzhou does not lack is e-commerce talents, and NetEase also enjoyed the dividends of talent when entering e-commerce. NetEase’s entry into Hangzhou is also a good thing for white-collar office workers, especially those who have been working hard in startup companies for many years, which has another option to rise.

　　Looking back at NetEase's development history, it also tried in the e-commerce field in the early days. Perhaps because of the immature market at that time, NetEase did not become an e-commerce company in the early days. The launch of NetEase Kaola Haigou can be said to be the start of NetEase from 0 to 1, but in 2015 the e-commerce business accounted for only 10% of NetEase's financial report, while in this year's Q2 financial report, this proportion has risen to 25%, gradually in line with Ding Lei's expectations of creating another NetEase. On the one hand, it can be attributed to NetEase's unique positioning for quality e-commerce, and on the other hand, it may be attributed to its advantages in operations, marketing, management, etc.

　　And judging from the talent trend in the past two years, after "escape from Beijing, Shanghai and Guangzhou", Hangzhou has become an important gathering place for Internet talents. Whether it is Internet giants such as Alibaba and NetEase, or the rising number of emerging Internet companies with a market value of 100 million, it is related to the gathering of outstanding talents. Fortunately, the appeal formed by large companies has formed a positive cycle in the introduction of talents, which I believe is what Hangzhou is happy to see.

　　The third transformation of the e-commerce capital

　　The spring river is warm and the duck prophet. As China's "e-commerce capital", Hangzhou has played a role in the development of e-commerce to some extent. Alibaba, NetEase and other Internet companies are also the early perceivers and beneficiaries of this trend.

　　Of course, Ding Lei’s ambition for e-commerce is by no means to replicate Alibaba or JD.com, but a battle to win the new middle class and people who are upgrading their consumption. Quality e-commerce is probably the answer given by Ding Lei. When interviewing Ding Lei, "Business Weekly" introduced NetEase's positioning as "a tasteful and innovative technology enterprise". NetEase Kaola, the cross-border e-commerce model, and NetEase Yanxuan, the ODM model, are actually both embodied in quality e-commerce. In addition, Zhang Lei, CEO of NetEase Kaola Haigou, proposed the concept of "life evolution" in his public speech. Perhaps NetEase's ambition to do e-commerce is to change people's lifestyles.

　　Alibaba, another e-commerce giant in Hangzhou, has bet on new retail for its third transformation, and also relies on Tmall International to enter cross-border e-commerce. The purpose of new retail is to integrate online and offline, and then reshape the business structure and ecosystem. Alibaba has also successively launched a variety of new retail formats such as "Tmall Unmanned Supermarket", "Tmall Auto Vending Machine", and "Hema Fresh". Tmall’s first unmanned supermarket was launched in Hangzhou. Perhaps it will take some time to become popular, but Hangzhou once again has been at the forefront of the country in the new concept of e-commerce.

　　In fact, in addition to Alibaba and NetEase, two leaders in the e-commerce field, Internet celebrity e-commerce may be the other side of Hangzhou's e-commerce industry. Zhang Dayi, who was red and purple, received nearly 20 million yuan in transactions within two hours at the Taobao Live Festival on June 20, with an average customer price of nearly 400 yuan. In Hangzhou, such as those who want to become the next Zhang Dayi, or the industrial chain behind the Internet celebrities, have begun to take shape.

　　It is no accident that Hangzhou, an ancient city in Jiangnan, became the "e-commerce capital" in the Internet era. There are hundreds of thousands of Taobao stores, tens of thousands of Tmall merchants, as well as the upstart of NetEase, the old giant of Alibaba, and the increasingly popular Internet celebrity e-commerce. This is inclusiveness and innovation that other cities do not have.

　　The relationship between NetEase's e-commerce business is extremely subtle in Hangzhou or Hangzhou's e-commerce business. Hangzhou provides fertile ground for the rise of e-commerce, while NetEase has reached the forefront in its third transformation of e-commerce, trying to influence Hangzhou's e-commerce ecosystem with the concept of quality, taste and other service consumption upgrades and the concept of new middle class.

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