Gongtianxia: The Road to E-commerce for Traditional Enterprises

　　With 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.

　　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.

　　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.

　　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.

　　As you all know, there are two trends in the south and north of the store. The north emphasizes "momentum". The power of the force is to do investment, financing and listing. Just like what Dabowl said, build a website and then clean up a little, and then add a name to sell it to other stores in the next year. We are not immune to the customs. In 2010, we started Taobao in 2011 and established a company in Beijing, which mainly deals with local specialties from all parts of the country. Why do we make local specialties? In fact, everyone here rushed over from all directions, and everyone had a homesickness. And we have been doing it offline and have an understanding of this market. At the most, we made local specialties from thirteen places.

　　However, since the company is also developing, from 2011 to now, some places are suitable and some places are not suitable, and some places can be used in some places may be relatively expensive. So what we are doing now are local specialties from Shanxi, Yunnan, Hainan, Henan, Guangdong, and Northeast China. Another thing is that since last year, we have started to involve products such as matsutake, pomegranate, cherries, cherries, and kiwi. Our business channels are now divided into two parts of the entire group, one is the traditional channel and the other is the e-commerce channel. The traditional simple is supermarket KA, which includes some general channels and e-commerce covers Taobao, JD.com, No. 1 Store, Vipshop and some O2O projects. This is a business channel for our entire company. Last year, we achieved a total of 228 million yuan, and the current situation of the company is more than 600 people. For e-commerce, about 300 people are mainly in Beijing, Shanxi, Yunnan, and Hangzhou. This is a basic situation of our company. Then I'm taking out some of the things that happened in the company and sharing them with you. In fact, our company has been in the 14th year, and has never met the county party secretary offline for 14 years. This is the truth. Because the industry we are in is too ordinary. But in 1920, 1920, we did a pretty good job in Shanxi, and we were in Shanxi 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 go online, 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. It used to be called Shanxi Gongtianxia Trading Co., Ltd., which is the atmosphere and environment of Shanxi. Then later, our office moved because in that case, what we did in the first half of last year was relatively poor, not a lot. Then the national government gave part of the office and then moved to the e-commerce park. Later on, it was based on the Shanxi brand China Travel Service. Maybe I don’t know if you have heard of it. The Shanxi brand China Travel Service is sponsored by the Shanxi Provincial Department of Commerce. The main Shanxi specialties are recommended to everyone through such offline exhibitions.

　　Last month, I should have gone to Nanjing and Tianjin. 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, I came down and it was featured in September last year. This is Taobao's specialty China Shanxi Pavilion. We do the operation of the specialty China Shanxi Pavilion, because now Taobao's specialty China project has basically become a thing with a lot of political components. So at the same time, the provincial leaders also attach great importance to it, that is, to visit a company like us that started doing e-commerce offline, and then it was the Shanxi Agricultural Expo.

　　Why do we need to mention the Agricultural Expo? In theory, the Agricultural Expo has the same truth as the Shanxi brand China Business Network. However, the Agricultural Expo base is divided into one-half places to do business related services for agricultural product stores. For example, this restaurant and other branches were involved at that time. Then there is the business of agricultural product stores Shanxi. Let’s take a break. From this time, we have officially combined agricultural products and e-commerce from the perspective of the province. So far, we have achieved six companies. In other words, through this form, there are nine or ten terrain in Shanxi. Every month, under the leadership of the Agricultural Department, some well-known e-commerce companies will go down to help farmers and help farmers sell them, which are easy to produce and difficult to eliminate. Next is that this is a national project e-commerce same-city delivery.

　　Then there is the opening of our Sports Road flagship store, and then there is the revision of Gongtianxia Shanxi Pavilion. Before this, we have actually been doing this according to the ideas of traditional enterprises. However, in December last year, we introduced Taobao University, which means we have started to simply sell things, and put services like some sellers or traditional enterprises on our agenda, because this PPT was done two days ago. In the afternoon of the previous day, the Secretary of the Shanxi Provincial Party Committee came to our company for inspection and guidance. I would like to share with you something like this, that is, we want to tell you the path that our traditional enterprise has taken. I believe that many companies on site should have more and more resources than us, and these things are basically obtained based on our offline things. So at this point, I want to tell some traditional companies not to worry, because our current strength and ability must be done well. During this period, I will share with you some of the situations in our entire e-commerce from traditional companies to e-commerce to the present. (To be continued)

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