1. The first e-commerce entrepreneurs forum event at the beginning of 2021
The beginning of the year is spring, and it is already March in a blink of an eye. It is a good time for e-commerce entrepreneurs to talk about trends, seize opportunities, gather connections, and learn skills. After more than three months of careful preparation, we finally ushered in the club 's first e-commerce entrepreneurs forum event in the beginning of 2021 .
From March 25th to 26th, thousands of platform executives, industry leaders and outstanding e-commerce entrepreneurs gathered in Shanghai to help entrepreneurs accurately grasp the new trends in the e-commerce industry in 2021 through two days and two nights of learning and communication, quickly learn e-commerce practical skills, connect high-quality resources, and meet core networks . It is full of practical information and the trip is worthwhile.
(1) Platform celebrities gather to interpret the new trends in domestic e-commerce
In 2021, the e-commerce industry ushered in a new year. Under the catalysis of the epidemic, the "people and goods yards" of the e-commerce industry have been reconstructed, and the closed loop of the traffic ecological chain between various platforms has also been increasingly perfect. In response to various changes in the new era, we invited industry celebrities from the two mainstream e-commerce platforms of Taobao and JD.com to interpret the new trends, new policies and new opportunities in 2021 for everyone.
Nan Lan, head of Taobao Merchant Service Market, said in the sharing that the changes in the entire Taobao system this year are stronger than the previous ones, in order to better connect consumers in different channels and consumption scenarios and better display products to consumers. Under such changes, it is more about testing the merchants' own operational capabilities.
In order to bring new growth opportunities and new growth space to e-commerce people, Taobao will help merchants operate from multiple dimensions this year. Among them, Liancheng, head of Taobao KA merchant live broadcast operation, said that Taobao Live, as the shortest consumer circulation path, has instant and long-term value for store population operations, and can be an important base for cold start of new products.
In the sharing, Mr. Jian Rou, a senior operation expert in Taobao Live, analyzed a set of data for everyone. Merchant live broadcast is the standard and new engine for brand growth, and the broadcast rate of core Tmall merchants exceeds 90%. Among them, "stocking beauty" is the biggest commonality of consumers in the live broadcast room; the consumer group in the 3C digital and home appliance industries is more inclined to those born in the 1990s and men; more than 70% of new brands regard live e-commerce as a key channel. It is not difficult to see from these data that Taobao live streaming is an important channel for brand growth. Doing around the "people and goods yard" of live streaming under regular marketing nodes is still a key perspective of growth. In 2021, live broadcast will provide brands with new opportunities and tracks.
At the same time, Wang Bo, general manager of the Platform Rules and Governance Department of JD Platform Ecology Department, also shared JD's new policies, new opportunities and new rules in 2021 from the perspective of investment promotion and JD's development strategy of sub-category, bringing unlimited business opportunities to everyone.
(2) Focus on the new way out of e-commerce people in the new blue ocean of cross-border e-commerce
To run a business, you must not only stabilize the old business of the past, but also plan new business of the future at the same time. Only in this way can the company last forever. In 2020, in order to help e-commerce people plan cross-border activities, this time we invited big names from the four major cross-border mainstream platforms, Amazon, Shopee, ebay, and AliExpress, to communicate face-to-face, in-depth discussions on the driving forces of e-commerce growth, and inject new vitality into corporate development.
Looking at the global trade pattern, cross-border e-commerce has shown a positive development trend. Jie Chen, head of AliExpress merchant operations, senior cross-border e-commerce person, and senior Alibaba expert, analyzed this: The global B2C market size is expected to exceed US$3.1 trillion in 2024, and the total number of global B2C e-commerce consumers will exceed 4.6 billion by then, with an average annual growth rate of more than 21%, forming a strong army of digital consumption! It can be seen that cross-border e-commerce will transform from a new business model to a new normal, and the layout of cross-border e-commerce is unstoppable.
So, what aspects should we start when transforming into cross-border e-commerce? Hu Ge, the head of business development in Shanghai and senior operation expert in ebay, said: If you want to do cross-border, just consider the issues of "products, logistics, operations and money". Just figure out these four things, and you can start with which platform to build first according to the site.
Of course, brand building is particularly important in the period of global value chain reconstruction. Samuel, head of Amazon's global store opening customer expansion East China region, mentioned in the sharing that Amazon also attaches great importance to brand strategy. In the Amazon Brand 2.0 era, brands can create differentiation, which can help promote brand recognition and trust, which can help promote sales, and create loyal customers, repeat customers and brand supporters. Amazon will help Chinese brands grow rapidly.
Shopee is a leading e-commerce platform for domestic products to go overseas, covering eight major markets in Singapore, Malaysia, the Philippines, Vietnam, Indonesia, Thailand, Taiwan and Brazil. Lu Yu, head of business development in East China, and expert from Southeast Asia's foreign trade, shared a set of data: in 2020, the number of new Internet users in Southeast Asia reached 40 million, with a total number of users exceeding 400 million, and 70% of the population has been transferred online. Moreover, Southeast Asia is close to China's geographical location and similar cultural preferences. It has natural advantages in domestic products going overseas. Taking the Malaysian market as an example, more than 60% of cross-border shopping comes from China. Therefore, Shopee will build a one-stop cross-border overseas travel ecosystem, vigorously support merchants who settle in, and bring unlimited possibilities to merchants who go overseas in the Southeast Asian cross-border market.
As the founder of Laogao Cross-border Club, Laogao also said that cross-border e-commerce , as the second growth curve in China, must be an opportunity for more than ten years in the next ten years! It is foreseeable that 2021 is a year worth looking forward to and requires precise layout for companies that want to transform into cross-border e-commerce.
(3) High-quality entrepreneurs share their altruistic spirit and remain unchanged
In this sharing, we not only invited big names from domestic and foreign e-commerce platforms, but also high-quality sellers with practical experience. As members of Lao Gao's circle, their altruistic intention coincides with Lao Gao's philosophy.
As the TOP seller of Taobao women's shoes category and the general manager of Ningbo Hanbo E-commerce Co., Ltd., Li Zhihua is a member of Jinguan Club. This time he came to the event and analyzed in-depth "How to Realize Online Brand Personalization" through real case sharing. He believes that it is not wrong to only talk about platform rules and traffic algorithms in the short term from the perspective of making money, but from the perspective of long-term stable money making, it is wrong to only talk about platform rules and traffic algorithms in the short term. The core of a brand must be products and content. If you continue to do the brand, you must adhere to long-termism.
In addition, during the first day of the night talk, Allen, a member of the Laogao Cross-border Club and the Amazon home furnishing category TOP seller, shared with the Laogao Club member and 10-year e-commerce financial and tax expert Yin Chen, on the two major topics that e-commerce people are concerned about, Amazon data selection and tool sharing, and e-commerce company financial and tax issues. The members had face-to-face in-depth exchanges, and they asked and answered questions at the event, which was very popular. Since the content shared is private, I won’t introduce it one by one.
(4) Brand service providers gather to connect with people and resources
Laogao E-commerce Club is not only a circle that improves thinking and cognition, but also a circle that connects people and resources. In order to better solve problems for members, we not only set up multiple fixed question-and-answer sessions in the guest sharing, so that members can ask questions actively on the spot, throw out the problems they have encountered that they have to solve at this stage, and answer questions and questions to the teacher on the spot.
At the same time, in response to the hot topics that e-commerce people are most concerned about, we also invite high-quality brand service providers to link entrepreneurs from multiple dimensions such as private domain operation, hot product operation, logistics and warehousing to help enterprises grow rapidly.
Traffic is the basis of all commercial activities, and the essence of traffic is people. In the private domain scenario, we see more accurate and faster connections between enterprises and customers. Wei Zijun, CEO of Ignite Brand Private Domain Operation Center, said in the theme sharing of "Converting more than one million users in 90 days, Brand Private Domain can play like this" that e-commerce is to operate "products" and "traffic", and private domains are to operate "users" and "content". A private domain project is good, and low-cost and massive user sources are the key to success. A brand that has brand awareness, a large number of users, user contacts, and strong execution will become the biggest winner in this round.
A good product can speak. Only by creating products through Internet thinking and continuously digging into users’ pain points and needs can we seize the minds of users. Wang Changsheng, a product marketing master, Tmall senior lecturer, and JD Merchant College certified lecturer, in this sharing, deeply analyzed the difference between standard products and non-standard products. He summarized a set of practical methodologies for TOP merchants: 1. Depth of standard products; 2. Width of non-standard products; 3. Standard of non-standard products. At the same time, through multiple case analysis, we will teach you face-to-face how to create hot products with five ways of thinking of operation experts, helping e-commerce people become operation experts.
In 2021, e-commerce has undergone special changes in the warehousing and supply chain ends. He Junhui, the first batch of domestic logistics and warehousing experts and founder of Wuhe China, deeply analyzed the impact of the six major issues of the warehousing supply chain on the business of e-commerce merchants through the nature of retail. He proposed: In the era of supply chain e-commerce, marketing costs, traffic costs and operating costs passively increase, and only "flow" can generate "value". The value chain centered on "consumers" must reconstruct commodity flow, logistics, and information flow, reduce costs and increase efficiency, and make the commodity structure healthier.
(5) Adhere to the original intention and 11-year-old Laogao e-commerce circle has been completely upgraded
Before he knew it, Lao Gao’s e-commerce club has been with everyone for nearly 11 years. Lao Gao believes that now is the club’s second decade, and he will regard the second decade as a brand new entrepreneurship, always maintain a grassroots mentality, keep the original intention in mind, and do e-commerce again.
In this opening year sharing, Lao Gao said: Faced with a diversified e-commerce landscape, we must do things that can be accumulated, accumulated, sustainable and explosive this year. We must not only learn to communicate, but also learn to open ourselves and communicate with others, but also learn to invest in talents, invest and learn, and invest in the future, and attract new consumers by creating new brands.
Of course, while helping everyone grow, Laogao E-commerce Club is also constantly pioneering and innovating. In 2021, the club not only launched a new membership point rule, but also started from the needs of e-commerce entrepreneurs and hired an excellent team of professional lecturers in the Wolong plan to improve the club's services and help more members grow.
The best time to plant a tree is ten years. With ten years of accumulation, the Laogao E-commerce Club in 2021 is destined to be a brand new year. This year's opening of the Thousand People Entrepreneurs Forum is the best start. Although the 2-day and 2-night offline forum event has ended, the link between the club and entrepreneurs is still continuing. I believe that in 2021, we will bring you more surprises and gains.
2. Anji class meeting- E-commerce boss releases his body and mind!
In September of the clear and cool autumn, the Laogao E-commerce Club held a class meeting in Anji, Zhejiang, which is also a brand new and upgraded product form. From September 12 to 14, e-commerce owners from Class 1 and Class 4 of Laogao E-commerce Club rushed to the Zhongnan Baicao Garden Scenic Area in Anji from all over the country and conducted a two-day and two-night spiritual journey to the forest oxygen bar.
Anji Zhongnan Baicao Garden is one of the largest ecological leisure and tourism scenic spots in the Yangtze River Delta region. There are all kinds of plant worlds, animal worlds and sports worlds in Baicao Garden. More than 70 e-commerce bosses stay away from the hustle and bustle and get close to nature, return to nature, release themselves, and talk about the future of e-commerce!
(1) Jinguan Club is in charge and serves as the class leader of the same class meeting
After the product upgrade of Laogao E-commerce Club , the members were divided into different small class systems, with 60-70 people in one class, and each class was equipped with a billion-level seller of the Golden Crown Club to serve as the class monitor. This time, Anji's class meeting was a fusion of Class 1 and Class 4, so Class 1's class leader, and Class 2's class leader, Avatar, all came to the event site and gave the students exclusive internal sharing.
On the first day of the class meeting, the two class monitors arrived at the venue early to prepare for the arrival of the students, and a feast about the future of e-commerce began. A class leader of Tai shared how Lao Gao’s e-commerce circle accompanied him and his company step by step. He started with his first entry into the workplace, talked about his experience of becoming a corporate executive, and finally talked about entrepreneurship.
He said that Laogao E-commerce Club helped his company grow, and because of the impact, he also set missions, visions and values for his company. More importantly, he realized the importance of strategy and formulated his own company's strategic plan.
Finally, Youtai also shared the talent, business, organizational structure and corporate culture, as well as the influence of Lao Gao on him. He summarized this influence into 8 aspects - learning, exercise, making friends, investing, charging, love, hot pot and face, and being present.
Avatar, the squad leader of Class 4, shared his personal introduction, company Kabe introduction, e-commerce sharing, cultural management, prospects and opinions. Among them, in the corporate culture sector, Avatar talked about three different cultures - small-department family culture, business department military culture, and entire company campus culture.
Avatar explained that the core of family culture: your business is mine; the core of military culture: yes, ensure the completion of tasks; the core of campus culture: everything makes way for learning . This is the tone of the corporate culture within his company. In addition, Avatar also talks about the company's management methods and methods of post-90s generation.
(2) Take off your office outfit, play African drums and dance African dance
The biggest feature of this Anji class meeting is to experience the freedom and freedom of the primitive people, open up their self-release nature, and get close to nature and return to nature. On the afternoon of the first day of the event, a group of e-commerce bosses came to Baicaoyuan Scenic Area. More than 70 people were divided into 4 groups, and each group selected the chief and princess to have a competition to feed the animals in the zoo.
Each group is assigned enough small carrots, one or two packs per person, and four groups are divided into action. The team members must follow the chief, and each animal can be fed, but the standard for points is that the animal must eat the carrots, or lick the carrots you throw at is also counted as one point.
The four groups started a happy competition. Some members showed their bounce power when feeding the little monkeys, and some members called each other's brothers when feeding the big bears, and then threw them over to let them pick up food. There was a burst of laughter in the zoo of Baicao Garden.
After the animal feeding was over, everyone came indoors and learned to play African drums with the coach and dance African dance. The same was divided into 4 groups to perform PK. This time, not only were there chiefs and princesses, but each group also had to select a singer, and finally voted to score in the three dimensions of singing, dancing and drum.
Some groups dance well in African dance, some groups play badly in rhythm, but the singer sings rhythmically, and they forcefully pull back the team's drum beats. Some groups play very rhythmically and the dance expressions are also very rich. It can be said that each group has its own characteristics.
The students experienced the jungle cross-country, experienced animal breeding, and worked together to complete the African drum performance of "from zero to one". The tacit understanding and friendship between the students were sublimated bit by bit . At the dinner, the old principal's toast talked about the hearts of the students, causing them to come on stage to speak. After the dinner, the students were still unsatisfied and spontaneously organized free night talks and refused to part with them for a long time.
(3) Election of the class committee, finalize the class name, and build class culture
Before the class meeting ended, the old principal of the senior high school shared with everyone internally. He said, "If you want to achieve great things, you must set your goals" and "start with the end", explaining the core and true meaning of being a person, doing things, and doing business.
After two days of class integration, the students also had the candidates for the class committee in their minds. The candidates were also ready to go and tried their best to actively canvass the votes. After some election, both classes selected their own propaganda committee members, cultural and sports committee members and study committee members. Not only that, Class 1 and Class 4 also have their own class names , namely Tianji Pavilion and Xiaoyao Sect.
A class meeting is not only a special journey of making connections, but also a learning journey full of practical information. As Lao Gao said, we are not a purely fun club. Whether the content of the event is in the sea, in the mountains or in the sky, it is just a form of communication. What we hope is to accompany our classmates to grow and help e-commerce succeed!
Some members said that he participated in the first time Lao Gao upgraded all the products. Lao Gao gave him two books. The books themselves are not expensive, but the energy they bring is unlimited. He discovered the unlimited potential of his classmates and strengthened his motivation to follow Lao Gao's e-commerce club.
E-commerce people are all "lonely", but in Laogao E-commerce Club, if you have a circle, you are not lonely, you are equipped with wings of dreams, fly forward bravely, you are with me and brothers, the more you share, the more successful you become, you will be effective only when you learn from those with results . The road ahead is difficult and you will never stop working hard. Come on, classmates! Although the class meeting has ended, the classmates’ relationship has just begun, so let’s look forward to the next reunion.
3. What did the big guys reveal at the Thousand People E-commerce Summit?
July 22nd is an important day for Laogao E-commerce Club.
Today, the 11th anniversary of the Laogao E-commerce Club was finally celebrated. As the beginning of the second decade, Laogao E-commerce Club still remains unchanged. It has invited nearly 20 industry celebrities and more than 1,200 e-commerce entrepreneurs to gather in Hangzhou. With the 11th anniversary celebration of the Laogao E-commerce Club, it held a grand e-commerce event for e-commerce people , witnessing the 11th birthday with everyone, while helping e-commerce success with new services and appearance.
(1) Thousands of people gathered to witness the 11th anniversary launch ceremony
This morning, the 2021 Thousand People E-commerce Innovation Summit and the 11th Anniversary Celebration of Laogao E-commerce Club with the theme of "Walking Together and Looking to the Future" were successfully held. More than 1,000 e-commerce entrepreneurs from all over the country gathered on the spot, and more than 1,000 e-commerce entrepreneurs from all over the country were also gathered, including the Zhejiang Provincial Department of Commerce, Hangzhou Municipal Bureau of Commerce and relevant leaders from Yuhang District, which was unprecedentedly grand.
At the beginning of the event, in the gorgeous opening laser show and short videos full of memories, we have a deeper understanding of the ups and downs of Lao Gao E-commerce Club over the past 11 years, and also a clearer sense of Lao Gao’s life’s meaning in the generous speech of Lao Gao, the founder of Lao Gao E-commerce Club.
It is the 11th anniversary celebration of the Laogao E-commerce Club. Founder Laogao and Jiang Nanchun, founder and chairman of Focus Media, Dean of the National Academy of E-commerce, Yonghe, Dean of Fudan University, and other entrepreneurs, under the joint witness of everyone, kicked off the Thousand People Summit.
(2) Many big names shared to point out the direction for e-commerce people
The more you share, the more successful it is. At this Thousand People E-commerce Innovation Summit, we invited executives of mainstream e-commerce platforms, brand founders, industry elites, e-commerce investment institutions, etc. to the scene to help brands and individuals connect strongly, solve problems for e-commerce people, and point out the direction for the second half of 2021.
As the first big name for this sharing, Jiang Nanchun, founder and chairman of Focus Media, brought everyone the theme sharing of "How to Become the First Choice in Consumers' Minds". He said that the population flow dividend is gradually weakening, and the retail sales of consumer goods have shown a turning point, while the production supply capacity has been rising rapidly, which has caused a key factor in brand awareness. In the analysis of several brand cases such as Nongfu Spring, Wanglaoji, Miaokelando, Feihe Milk Powder, Yuanqi Forest, Ulike Hair Removal Device, Jiang Nanchun emphasized that in the context of stock game, people's hearts are more important than traffic. People's hearts are Tao, traffic is art, and traffic is the result of consumer brands winning people's hearts. Brands must quickly seize the minds of consumers. Only in this way can your brand become the first choice when customers have such demands, and they will be immune to future price wars, promotion wars, and traffic wars.
In the first day of sharing, we invited four senior executives of Li Duoquan, senior director of Alibaba Customer Experience Group, Qin Qing, director of Alibaba Group and head of Alibaba's creative ecosystem platform, Yi Hang, senior director of AliExpress Merchant Development, and iFlytek, director of Alibaba's Taobao Content E-commerce Business Department , to share themes such as "Digital Reconstruction Service Experience", "Ali Mom's Creative Upgrade, Continuously Empower Merchant Multi-marketing Scenarios", "Taobao Content E-commerce: New Opportunities under New Infrastructure", to bring new opportunities and directions to e-commerce people.
Among them, Li Duoquan, senior director of Alibaba’s customer experience business group, said in his sharing that service is a refined business, involving the negotiation and processing of multiple roles such as consumers, merchants, warehousing, logistics, etc. The operational efficiency and execution quality of each link determine our competitiveness. iFLYTEK, director of Alibaba’s Taobao Content E-commerce Division, focused on interpreting the top-level design and operation methodology of Taobao’s content direction, as well as the direction and policies of content e-commerce in the second half of the year. In his sharing, he mentioned that Taobao has built a new content e-commerce infrastructure from grass planting to shopping guides to marketing. There are more and more merchants doing content, the browsing time of content is getting longer and longer, and the scale of content planting is getting bigger and bigger.
In addition, we also invited two private domain traffic experts to share, including Jia Lipeng (Dansheng), chairman of Hangzhou Shuguo Technology, former member of the Tmall founding team, former member of the Tmall product system founding team, and former member of the mobile Taobao founding team, Jia Lipeng (Dansheng), said that high customer order + high repurchase = high profit! Only when users repurchase multiple times can they build up brands and profits and achieve from survival to making money.
Chairman and CEO of Qibo, winner of the 2020 Digital Transformation and Upgrading Person of the Year Award, and an outstanding figure in the 2020 Saas industry, Hu Jianjun believes that private domain traffic has become an important path for brands to influence consumers. Without changing the original retail model, private domain traffic can obtain new increments through the decomposition of the entire link such as brand exposure, sales increase, and user expansion, and promote the growth of the original business!
There is no one who is alone in the circle. On the first day of the Laogao E-commerce Club Thousand People E-commerce Summit, it brought new e-commerce trends and development directions to thousands of e-commerce entrepreneurs on the scene through the sharing of practical information. I believe that tomorrow's sharing will gain more.
(3) Be grateful and keep moving forward
One person can go very fast, and a group of people can go further! As a very good catalyst and soil, Laogao E-commerce Club has a lot of information exchange, experience sharing, business cooperation, etc. It has been with e-commerce people for 11 years and has become the strongest support for many e-commerce people.
Now, Laogao E-commerce Club has ushered in its second decade. In the next decade, how to better help e-commerce people and truly achieve success in four aspects: career, family, physical and mental health is what Laogao E-commerce Club has always insisted on doing. We will continue to stick to our original aspirations, continue to move forward, focus on the current situation and development trends of the e-commerce industry, understand the future growth opportunities of e-commerce, and grow together with all e-commerce people!
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