Ten thousand words of dry goods: From price war to value war_E-commerce training and operation

　　Introduction: From April 20 to 21, the 41st regular meeting of the Laogao E-commerce Club and the establishment ceremony of the South China Branch were held in Guangzhou. The author of Tmall Book Yazun was invited to give a speech on the theme of "From Price War to Price War". In addition to being one of the authors of Tmall Book, Yazun is also a gold medal lecturer in Laogao E-commerce Classroom. In 2018, if you are trapped in the quagmire of price war, you must take a good look at this article with great value. The following is the full text of sharing:

　　Thank you very much for being invited to the Guangdong establishment ceremony of Laogao E-commerce Club. What I want to share today is the problem that all e-commerce companies can encounter, which is the price war. Everyone knows that Chinese companies now include Xiaomi and Miniso, while American companies include Amazon and Hosted. They are constantly emphasizing six words, low gross profit and high efficiency, which has caused many Chinese companies, especially e-commerce companies to constantly imitate. What to imitate? Imitate a word called strategic loss. Some people are laughing. If this word is used, it will be a strategic loss, and if you can't use it, it will be a continuous loss. Until this brand does not even have enough application fees, it continues to this extent.

　　If we use certain methods and methods, it is very valuable to fight our price war. Before the beginning, I will give a brief introduction to myself. My name is Yazun. A brand of folding furniture is called Sole, and its current annual sales are about 200 million yuan. I produce some operating books for Tmall, "Tmall Book" books. Currently, I am a graduate student at EMBA from Shanghai Jiaotong University and a gold medal lecturer at Laogao E-commerce Club.

　　Universal wisdom of price war

　　Then we have entered today's theme. The universal wisdom of price war is the first point we talk about today's price war. Here, I will tell you how price wars arise and what are the universal laws. Second, in the process of e-commerce fighting a price war, as the first in more than 50 subcategories, how did I fight and what data would I pay attention to? As bosses or operations, what data should you pay attention to?

　　Third, I may tell you how to make this price war very valuable. Price wars are common among e-commerce companies. Our average Chinese companies often do one thing, a bottom-sighted price strategy. You asked this competitor why he lowered the price so low. He said this was my price war and that I was seizing the market. But we see without any basis what kind of strategic situation he has.

　　First of all, let’s talk about a point of view, and let’s listen to a concept. Suppose we compare online business and online store opening to opening a store in Wanda Plaza. For example, in the data of Wanda Plaza for one or six months, or even one month, it counts that the daily traffic of this square is 10,000, and everyone remembers 10,000 people. At this time, all the merchants present said that I would also open a store in Wanda. If you do not conduct social communication and do not have very large advertising support, will this Wanda Plaza turn from 10,000 to 12,000? Will it be? Won't.

　　So what is the feedback here? I got it from the e-commerce market and said that some people told me, "Teacher, I opened a jeans store. I want to achieve a monthly sales of 3,000 this month. The monthly sales of 3,000 are to turn the market out of ten thousand orders, but if you want to snatch 3,000, where can you grab it?" Are you going to grab the original 10,000 visitors? Have you ever considered when you were doing this price war, whether you had broken down where you snatched it from, or snatched it from that market? How do you divide this cake into your pocket for these ten thousand visitors? Some people have figured it out, and some people may not figure it out, which leads to a situation where there may be various products in this market. Let’s use jeans as an example. There must be different styles and pictures of jeans. If it is the same style, some models will definitely be more beautiful and the shooting angle will be more perfect. Let’s give another example of evaluation. For example, some jeans may be hot-selling in some areas due to seasonality. For example, in Guangzhou, some pants may have started selling in Guangzhou first. We will find out what some merchants who make details will do. Their reviews are all Cantonese or Traditional Chinese. Does it make these customers in Guangzhou closer? They are all bought by people here or what? These are some details.

　　It is also possible that the same jeans may provide different services. For example, I have free shipping on Shunfeng, I have a lifetime warranty, and I have a free refund for many days, and the most direct price is the price. Same jeans, same pictures, same reviews, same styles, same service, I compare prices with you. Why is this happening? Because some people can understand that in the process of business war, the most taboo thing is to create a market without sufficient strength. So what is he doing? He will select competitors with 3,000 sales in the market to compete with him and grab his market. Why? Because this market has already sold 3,000 yuan per month, when we go to make plates, inventory, and place orders with the factory, the factory asks you how much you can do in a month, so I can give you the price. You can say very clearly that I can make 3,000 or even above. But if you create a new model, if the factory asks you and you can't answer, you say I don't know how much it can be sold now, and the price you get must be high at this time, then when you compete with your competitors, your competitiveness is low, and then the price war we just talked about is formed.

　　Many merchants do not have their own R&D capabilities and very good looking formats, and they can't wait to test the model and will follow the sales. There is a function on Amazon called follow the sales. If I want to grab his sales, the simplest form is to imitate him in everything, and the price is lower than that of him, resulting in this price. I believe that some of the people present are attackers, some are defensive, and some are hit by a market that is hit very hard, with very good profits, but they are pulled down by other competitors, and this market is completely left at a low price. This is exactly the case.

　　Due to time constraints, today I will mainly share with you the course on how to attack and defense. We will upload it to Laogao E-commerce Class in the future. Today, we mainly share offensive content. As a boss and operator, what should we pay attention to.

　　Market Attack

　　As a product when it was launched in the early stage, what do we actually rely more on? With the help of paid tools, such as Tmall and Taobao, the most is the direct train. Then we have JD Express on JD.com, these two tools we like to borrow most. I can adjust to the position I want by bidding. Have you ever had such a situation at this time? No matter how my single product is pushed, my search traffic cannot be raised. No matter how the express train is pulled, the search traffic has risen, but it will never exceed the competitors I want to surpass.

　　Next, I will show you some data and take a look. I have a picture. As during the market bidding process, we should clearly understand the conversion index of each of our traffic portals. The most likely thing is that the payment conversion rate index in the list of product stores in the business consultant and market conditions can be seen. That is the conversion rate of all traffic entrance products.

　　At this time, I want to benchmark against him, for example, I want to benchmark against my own Sole chair, its conversion rate index is 166. When I want the direct train to push, I will go online. For example, when there are one or two orders every day, what data I am paying attention to today? If I want to spend money today to promote this market and grab his market share. I know that I could sell 60,000 yuan in monthly sales before. Is it difficult for me to grab 5,000 orders? Not difficult. So before I push hard, what I want to consider is whether my conversion rate index is higher than that of the Sole you are benchmarking. Before you benchmark, you must be clear whether your conversion rate is higher than that, and if you are better than it, you will promote the direct train. Why can’t some people promote search traffic? They just can’t break through.

　　Next, let’s look at another data. This is the data that appears in the details of the product in the market. What appears is the number of visitors and transactions of the infinite keywords. Every day, everyone can see the data in it. Our friends of the data have compiled a form for me. This is the table of products on the 4th, 5th and 6th. The above is a recliner from Sole, which is the product we are making ourselves, and the following is a recliner from a competitor.

　　Then let’s look at a data, for example, the same keyword for recliner. On April 6, my number of visitors was 1,698, my transaction order was 189, and my conversion rate could be calculated, and the expected conversion rate was 9.6. Now the data of the business consultant is getting more and more accurate. When you look at the data, you will find that someone is starting to attack me, or I am going to attack this competitor. Then we can compare to the following one. I found that my recliner keyword has 1,438 visitors, and my conversion rate is only 4.17. So now we are more than half the difference from the recliner we are going to sprint for Sole. Is it useful to drive the express train? It is useful because your search ranking is rising, but your comprehensive ranking cannot be improved. Your search volume is only the search ranking, and the same is true on mobile phones. In fact, don’t reject the issue of paid traffic. Whether you push the express train or the drilling exhibition, it is a very good promotion method.

　　At this time, someone will ask, why is my price lower than others and I can’t sell it? This is a problem on the data, you didn’t find it. Today I will find a question on the keyword.

　　I'm honestly telling you that my conversion rate of 9.6 can reach 12. Just before I went on stage, my data friend sent me the keywords of my recliner. The current conversion rate is 12, and the peers only have 5. No matter how the express train is promoted, will the comprehensive ranking really surpass me so quickly? Unless he can exceed half of my sales, why? Because when his conversion rate is lower than mine, he has to rely on pitfalls to make up for my overall ranking and rely on pitfalls to make up for my position. He has to exceed twice the sales volume, and if calculated based on weight value. So how he exceeded twice in sales, no matter how he pushed the express train, he could not surpass me in search traffic. This is on the offense. If this is the one I am on the offense, I will not start pushing the express train for this product. It is not time to promote it yet, because it has not been optimized well and he is not competitive enough. So sometimes you can beat others if the price is lower than others.

　　In fact, you can give feedback. Suppose you are defending, assuming that the product is defending, you find that the keyword conversion rate of a product has doubled yours, and he has started to push the express train. How will you defend if you want to defend? We have recorded courses in Laogao e-commerce courses.

　　Suppose if this happens, this product is mine, with a conversion rate of 4.17, and when I don’t have a conversion rate of more than 9 points on my peers, I found that my details page is the same as everything. Why is my conversion rate half lower than it? It is because of my people and the traffic of my products is not accurate. It is because my sales volume is too low and the search engines don’t know what kind of people to sell my products to. What should I do? I'll show you a QR code. You can take it out and scan it. It's not WeChat, it's Taobao, it's Taobao, it's Taobao, it's the Laogao E-commerce Club, it's not the WeChat Club. After you scan it, I will explain it to you. Don’t worry if you don’t scan it out. The focus is not on scanning the code, but on the contents later.

　　Actually, what is this code used for? It is used by me to do label positioning. I know who my products are going to compete for traffic with, but the system does not know, and search engines do not know. So how do you let search engines know? Let me give you an example. Suppose a customer searched for three benchmark competitors. I want to seize the market competitors and then go to my house to make a transaction. If there are many orders every day, the system will know that I am the same type of product as them. Is my traffic gradually becoming more and more the same as their visitors? Can you understand?

　　How do you use this QR code just now? The QR code I just created is a QR code from a search engine. The one I just searched for is synchronized with everyone. Everyone should be the same on it. There should also be Suole's coat rack, Zhushanxia coat rack, Qinxin coat rack, and Yuhong coat rack. If you searched for the students, let's synchronize it. Is this true? In fact, this search engine does have some skills and codes to make routines, putting my products with other people's products. At this time, we need to use a tool. Our Lao Gao just mentioned earlier what the purpose of building fans in the community is, what the purpose of super members is, super members are very, very loyal. I often hear people ask me, I have always been very good at buying old customers at my house. Should I ask him to search for keywords, or let him buy them again in the baby with a higher weight, and how to do it higher? Now I will give you a method. When promoting your new product, if you can use this situation to compare the benchmark products, the system will know who you are scrambling visitors. The reason why search engines are constantly sorting is to find products that can produce more output value in this market.

　　If these customers go to your house to buy them during the browsing process, do search engines know that these similar customers are all shopping groups in your house? Is this pit start to rise? Our conversion rate is gradually becoming more accurate, that is, our visitors will gradually become more accurate. What to do after precision? Will it slowly surpass my competitors and grab his market, can you understand?

　　At this time, suppose that the traffic of our search keywords has exceeded that of my benchmark competitors. When you drive the express train, will the conversion rate be very low when you drive the crowd? When you opened the direct train, did you search here?

　　To match the traffic crowd, what kind of crowd should you promote to? If you don’t understand this, record the course for your own operation.

　　What I just talked about is searching, and I will tell you another step is to drill and show. I will read it to you. The first step is to make sure that the keywords of baby's natural search can be converted higher than the competitors we ask for. At this time, we can start playing in the diamond exhibition.

　　The second step is to find 3-5 stores that are very similar to the product functions, design styles, and unit price of their own store. This is to benchmark. I want to attack and I want to find products that have already been launched on the market.

　　The third step is to establish a cost-controllable CPC delivery plan. The peak transactions in the industry can be seen in the buyer group in the market. Region blocks out the region where competitors are located. Only one orientation per unit is placed to find the competitor's store. The most important thing is to make landing pages for grabbing competitors 1.2 times, the most important thing is how we make landing pages. In Diamond Exhibition, some people directly hit the product page, and many people play it like this. In fact, if you make a very powerful landing page, it will be very beneficial to market competition.

　　Let me give you an example. I made a landing page on the mobile phone. I made a picture and I would make a price on it. The price I benchmarked against my competitors was 55 yuan. I may lower it slightly by 10 yuan or 5 yuan. We are talking about offense, not defense. I lowered 10 yuan and gave him a 10 yuan coupon. The whole thing is from Sitong and Yida France. We gave him free shipping to give him better service.

　　Brand guarantee, this chair may only have a 30-day warranty, and we will provide a lifetime warranty. At this time, is it to grab whose market or the direct competitor's market for landing pages? It sounds very cruel and cruel. This is the case with business wars. This is called commercial wars.

　　A countdown may be placed here. This is a module. Just add it directly, and it will come out when making a diamond exhibition landing page. Here is a word that all martial arts in the world cannot be broken, but only fast cannot be broken. If I want to seize the market, if I directly target competitors' sales, I may grab half of their traffic within 5-7 days. The longer the time, the more you will have no benefit to your products and competitors. Because the sales volume of competitors is higher than that of you, if they reduce the price immediately, your products will also be reduced, and their weight will be higher than that of you. If you make a landing page in the opposite direction, you are at a disadvantage, your sales volume is lower than that, he has more evaluations, more buyer shows, and more customer service answers. If you use Diamond Show to play this method, you must grab half of your competitor's traffic within 5-7 days, otherwise you will be too delayed. If your competitor knows this method, your traffic will be reflowed and will be snatched back.

　　This is our practical part. We have given several cases and several methods to fight price wars, which are definitely real and effective.

　　The market is like a beautiful cake. Everything is in a market. If you want to cut this cake in this market, you have to consider who should have less cake. Don’t think that although I have startup capital, I have one or two million, I will create a new category, new market, and new consumer demand. I will subvert everyone and subvert everyone’s market. This kind of thing does exist, similar to Apple. Its mobile phone has been developed for so many years. Did it subvert the market when it came out? It is to disrupt the market. But in China, I may be more direct. If China's R&D and innovative enterprises are in e-commerce, the mold has been released and the patent has been broken in about 15 to 30 years. This is very realistic, we are a manufacturing power.

　　When we talk about the cake of the market, when we want to cut, we should think clearly about which market I want to cut. We should be more targeted, instead of selling 3,000 pairs of pants, I want to grab it from 10,000 visitors. That is the market share, not yours. What you want to grab is a jeans market similar to you, a product market similar to you, because there must be a clear benchmark. This is the first chapter of universal wisdom in price wars.

　　The value of price wars doubles

　　The second one is to talk about the value doubling of price wars. Where should the value doubling be? I just talked about the price war method. It was steaming hot and I would kill my competitors when I got back. The express train was ready and I had already brought the model. If you assume you will be able to operate this step immediately when you go back, and you will also experience the problem of continuous losses I mentioned earlier. There are always people in this market that are lower than you.

　　Let’s take a look at the products sold on Tmall, and then search for Pinduoduo. It can directly reduce the products by 50%. There are always people who are lower than you. So how to use our early scale? What we are talking about accumulating some of the original customers. After we accumulate some of the customers through a price reduction strategy, how should we promote our brand value?

　　Mind pre-sale, have you ever heard of this word? If you have read the book "Positioning", you should be familiar with these four words. If I want to estimate the price of the store of everyone on site and you want to sell it to me, what do you think I will see? Everyone thinks that as an investor, you will look at your store. What is the first thing you want to look at? Number of fans? Sales volume? Turnover? Or something? I will look at your quality, what quality? How many people are searching for your store or brand name to make a transaction every day? Have you ever considered this? How many people search for your store name and brand name every day to buy your things? Many people may be brand agents, but they never imagined. If it is owned by your own brand, like me who runs a self-operated brand, I consider buying your store. I want to invest in your store. First of all, consider whether there are consumers who search for your store name or brand name to buy your products on the search engine, rather than searching for chairs or jeans in the market. Those are all markets that can be snatched, and only brand words cannot be snatched.

　　What I said is easy to understand, what is a brand? If you have consumers searching for your brand name on any e-commerce platform, you are the brand. Maybe you have heard some teachers talk about what brands are meant by building a database of more than 100 million yuan. This is actually what you need. But some people may not understand it yet. Let me talk about it. Some people search your brand name and buy it without any promotion on any platform, and you can become a brand. In mental pre-sale, I sacrifice scale and cost, and exchange for efficiency, very low gross profit. What I want to exchange for is the second time I shop for the market search for my store name and brand name. It doesn’t matter how much you fight a price war, it doesn’t matter how much you lose. If the consumer searches for insider value for the second time, in fact, your battle will be a failure, and it will definitely be a continuous loss.

　　Because we talk about the price war for so many years, everyone knows that Zhang San, Li Si, Wang Wu, Zhang San died, Li Si, Wang Wu, Li Si, Wang Wu, Li Si, Li Si, Li Si, Wang Wu, Li Si, you win today, and new people will start to come up tomorrow. If during the process of fighting, 40% of the consumer groups are converted by you to search for your brand name, such as my brand Sole, I will keep thinking about it. There are three or five people in the department I search for. What are my points for assessing them? I have increased the search volume of the word Sole, and I don’t consider how many visitors I have attracted to me this year. Considering this, I want to increase the number of search visitors today. I will give you another 10 yuan to increase the number of search visitors, which will make it more cost-effective, but the brand name does not come from this, the brand name depends on accumulation.

　　Like the reputation, social dissemination, etc. we just mentioned earlier. Mind pre-sale can actually change three things. Consumers’ consumption habits will change due to mental pre-sale. The competition results, and the competition results between us and our peers will be changed by you. Because many consumer groups have begun to search for your brand name, they no longer search for categories. Searching for categories means you want to compete with others. Searching for brand name only competes with some of your dealers. Change consumer behavior, consumers keep enjoying how I buy your stuff on Tmall, and they can even search on WeChat to find your store. What do we mean by brand? You can find him in any channel, and Coca-Cola can find him in any channel. For example, the water on our site is Coca-Cola, which you can buy from any channel if you want to. If consumers experience such consumption behavior, your brand has actually begun to rise.

　　The four words "mind pre-sale" may have some vague concepts. Let's talk about it in a broad sense, what is the key to winning in a business war? The commercial war we are talking about. Everyone is experiencing a business war every day online. If you want the market to become bigger, you are actually snatching other people's market. You must remember that your sales are increasing because some people's sales have decreased, and it is not that you created this sales.

　　Then the decisive victory in the business war is to tell a story to let everyone understand : create customers. For example, when I went to the supermarket and wanted to buy Coca-Cola, I didn’t drive it into its parking lot and thought clearly that I wanted to buy Coke. It was usually under the shelves, and I would squat down and pick it up and put it in my shopping cart. Before you arrived at the supermarket, I thought about what you were going to buy. This is called mental pre-sale.

　　For another example, you are in the supermarket now, your partner or your parents have bought an unknown drink. What do you think they bought it? Actually, you have not analyzed it, maybe it is because it happens to be in the third or fourth frame of the shelf, and it just fits your sight. If the sight is in this position, will you squat down to study it? How could this drink be like this? Some of them will. But under normal circumstances, although you are not an e-commerce company, you can get arrears when you squat down to see the drinks.

　　Let’s give a case. Have you considered that in the third grid, that is, in all supermarkets, the best selling shelf position is required for the brand’s shelf fee, because this location is the best selling position. Has anyone ever made a supermarket channel? This location requires an exhibition fee because this location is the best sales location. When we convert it back, it is the same as our Taobao direct train. Everyone is buying this position because it is the best place to sell. You are actually helping the cost of the entire shelf, and Coca-Cola is at the bottom, so the channel supermarket can make money without relying on the display fees it gives. That is, all your promotion direct trains have already spread all the money from this search engine, which is the reason.

　　What is the way we talk about creating customers? Suppose your product always needs to be in the third grid before consumers can buy it, which is called shelf creating customers. Suppose your product is at the bottom and someone is willing to buy it at home, but he can't see you. What is the name of what he wants to find you? Brands create customers, these are two concepts.

　　If you do the form, sales, e-commerce, no matter what you do, you need to continuously and continuously sell promotion fees in the third best-selling position to sell. This kind of product is always the shelves that create customers. What will happen if such a situation occurs? The shelf fees are getting higher and higher because more and more people are competing. It's the same principle as our direct train today. Traditional retail has already explained this principle very clearly. Why does Haier no longer have Suning and Gome? He hopes to open his own dealership store. He needs to open his own physical store because he can't afford the shelves collected by Gome and Suning. Chairman Zhang said that Haier's profits were like a knife point, and at that time they were constantly paying this fee to Gome and Suning.

　　The key to winning the business war

　　The key to winning in a business war : If you can jump off the shelves to create customers and become a way for brands to create customers, you actually have a very great opportunity to survive in a business war.

　　Let’s look at a category brand. Many people may not understand what is considered a brand in the minds of consumers. How can consumers search for your brand name and store name to buy it? It needs positioning, and the positioning in the minds of consumers.

　　For example, what does Wanglaoji do? Herbal tea, where is Gree? Air conditioning, Yu Nifang mask, Three Squirrel Nuts, why can you report it? Have you ever thought about why it is reported in the subconscious mind? Some products have not been consumed or purchased yet. Why? Because when social dissemination is spread, it has already focused its positioning into your mind. What is a brand called? It is called a category brand, and of course there is my own brand in the middle, which is used to make folding furniture.

　　What is the concept we are talking about? It means that when you are doing promotion, when you are doing brand communication, when you sell your products to your consumers, have you asked your consumers to remember your store name and what you do? For example, if I told you Wanglaoji, if I didn’t tell you about herbal tea, would you remember it at that time? I don't necessarily remember it. Because in the early days, Wanglaoji was not positioned as a herbal tea or category brand. Remember these four words, can consumers remember which category you are in?

　　We have sorted out and summarized this word. Brands are actually representative of categories or certain characteristics. The brand’s strategy is equivalent to positioning × matching. Positioning is a position in the mind of potential customers. It is all operational activities carried out to occupy the positioning. If we throw this view into the above brand, how should we understand it? Let’s take a look at the positioning. One of the positions in the minds of potential customers is that the mask is your position, nuts are your position, and women’s clothing is your position.

　　What is Wanglaoji? I’m afraid of getting angry and drinking Wanglaoji. Gree, good air conditioners are made by Gree. If you push down other brands, some of them may have consumed more clearly. Is there any? So when we go back to this point, positioning is your category, and you also need to have a matching title, all your operational directions and activities. For example, social media communication, direct promotion, when customers receive personalized packages, or receive all gifts, do you see if all the gifts of Three Squirrels have their logo? In addition to the logo, they sell nuts, and they always talk about the brand of nuts. When you were doing promotion, you just said that my brand is called Sole. You must go to my house to buy things. What to buy? This is a strategy about branding.

　　For example, what benefits can a brand strategy give us? Take the case of Wanglaoji. In the early days, Wanglaoji was designated as a medicinal beverage, but later changed it to a herbal tea beverage. So in this process, let me tell you, if he did not change from the positioning of medicinal products to herbal tea drinks, he set his KPI as how much I have to sell to Wanglaoji every year, what would he do if he did the operation? He said how much will I increase my sales this year, and what will all the operations of enterprises do at this time? He will optimize the way he motivates salespeople. What's the meaning? He let his salesperson run and sell more. At this time, Wanglaoji may change from 100 million to 110 million. If he still optimizes his supply chain effect, distribution effect, and delivery efficiency, he will go from 110 million to 120 million. Have you ever thought that he changed his medicinal products to herbal tea and achieved sales of tens of billions of dollars today? This is the mind that has occupied in the minds of consumers after the positioning modification. When Wanglaoji seized the herbal tea market from medicinal products, he had strong data analysis.

　　This is a case where the brand strategy has become very fast, and in the end, Guangyao came forward to fight this lawsuit, and Wanglaoji was forced to change it to Jiaduobao. But let’s look at the Wanglaoji market again. Jiaduobao executives resigned and employees were in turmoil, and sales are now declining on a large scale.

　　Have you ever thought that Guangyao is making medicines and it does not have a team to make drinks? As long as he owns the brand Wanglaoji, you can go and check out all the supermarkets and ask the merchants of the convenience store. You will see his reply to what herbal tea is the best sold, Wanglaoji. Because of fear of getting angry, drinking Wanglaoji has been deeply rooted in these willingness to drink herbal tea.

　　When we talk about herbal tea, we will talk about Jiaduobao and Wanglaoji. We will ultimately see how to win in the consumer market. Guangzhou Pharmaceutical does not have a team to do this or sell this beverage, but if it wants to sell this beverage, the market will be snatched back. This is the brand strategy.

　　Does some people say that a brand can only do one thing? Because of the positioning, we cannot change it, and all our operational activities cannot be changed. So what should I do? Let’s take a look at the company of China’s top teacher Jack Ma. Alibaba has opened so many companies, such as Alibaba Taobao, Alibaba Tmall, Alibaba Yu'ebao, and Alibaba Payment? Is there any? All brands have their unique positioning. Everyone talks about the universal Taobao, Tmall quality life, and Alipay payment life. Will he put this name in front of the group? Won't. In fact, as a group, it can own multiple brands in the minds of consumers, so you don’t have only one trademark, you have multiple trademarks, and you can do a lot of things. This is called the concept of a brand.

　　This is one of our cases, and it may be all about successful cases. Everyone just needs to think about this concept in their minds, right? I would like to recommend a book to everyone. Whether it is e-commerce or traditional, the optimization of an enterprise in any link is far less than the results brought by strategic optimization. A good strategy can bring huge leverage. Any e-commerce company's operations, art, customer service, procurement, and other administrative personnel will never be as good as the strategy you have made as CEO, general manager, and boss. Do you understand? Maybe when we are on the scene today, many people hope to listen to some skillful information, such as I mentioned earlier about how to grab traffic from others. But you must remember that you can buy all these traffic for money, but your company’s strategic analysis is unclear and you don’t understand. As we just mentioned earlier, no matter how powerful your company’s technology is, no matter how fast the supply chain is, and no matter how good the product is, it can only go from 100 million to 100 million, but not 10 billion. This is the significance of strategy.

　　This book is called "Good Strategy, Bad Strategy", and this book has been recommended by many people. Including Li Jiaoshou, the former vice president of Baidu, recently resigned. Finally, I would like to give you a message, the world is so big, don’t just take a look. We leave something in the business society and the business war society, and leave some fun in the world of our size. Thank you everyone, I am Yazun.