2014 Laogao Crown Club's December regular meeting - Sibian

　　By the end of the year, aftertaste of the 2014 e-commerce, the traffic dividends gradually faded away, competition in many industries has long been fierce, and the single-handed grassroots myth is becoming more and more difficult, while the essence of business such as products, teams, directions, ideas, etc. is mentioned more.

　　"Thinking and Change" has become the theme of the 2014 annual summary conference of Shanghai Crown Club. This event invited Alibaba's open platform, wireless search, Tmall installment, Taobao customer and other responsible waiters to analyze products, policies and directions. There are also many member sellers, including the head of Hot Wind E-commerce, the deputy general manager of Ningbo Yousheng, the founder of Shanghai Linge, the head of Changsha Yiche E-commerce, the founder of Yuemu Qingxin, and other member sellers to share management, operation and practical information for everyone.

　　Early in the morning of the 26th, staff were decorating the venue and also provided high-quality gifts for everyone.

　　At 12 noon, the sign-in is in progress, and many friends are taking photos on the sign-in wall.

　　In a corner of the venue, the seller's enthusiasm overshadows the busyness of the peak season. The venue was full of seats and stools were added several times, and the enthusiasm for learning was very strong.

　　The event officially began. Lao Gao, founder of Shanghai Crown Club and Golden Crown Club, delivered a speech to everyone: The current e-commerce environment has reached a time when talent and team building have to be broken through. Many merchants cannot adapt. Whether it is rough operation or brushing orders, the root cause is that they do not have their own customer group and operation model. Many new friends are pursuing short-term stimulation, or pressing the button that can make a deal worth N times, but what the club shares more is based on the essence of business to help everyone do long-term business.

　　At the same time, it also reported the club's development this year and its 15-year development direction: cooperation and expansion. In the new year, various small-scale gatherings will be launched to provide connections for friends with common points and common needs. At the same time, in terms of finance and investment, it can bring more help to e-commerce friends and provide suggestions for everyone's expansion on various platforms.

　　The first guest to share with you is Mr. Chen Guang, the head of Hot Wind E-commerce. As one of the early fast fashion brands in China, relying on the development of shopping malls, Chen Guang has developed to more than 600 stores in more than 100 cities in 2018. From another perspective, how brands that follow traditional channels can resolve conflicts between online and offline channels, distribution of sales and activities, layout e-commerce, and plan e-commerce products, channels, and enhancement strategies. Summarizing the lessons of getting involved in e-commerce in 2008 but only 2013 years after self-operation was taken back, providing precious reference experience for the development of e-commerce of traditional brands.

　　How to improve product conversion rate and customer unit price under the existing architecture to attract more user groups? Alipay-Ant Financial waiter shared with you "How to play with Tmall installment - Classic Case Sharing".

　　The waiter explained in detail the customer group, display method, cost composition and core attractiveness of Tmall installment. And through actual cases, the comparison data and feedback on the conversion rate before and after Tmall installment is opened. Currently, Tmall installment business is in the promotion period, and Alibaba has provided considerable resources for this. There is a lot of content and cannot be explained one by one. Members and friends can contact us to request a video to learn about it.

　　Many merchants only began to pay attention to the operation and promotion of Taobaoke after the traffic reached a bottleneck, but did not grasp the core of Taobaoke in terms of personnel structure and system. For this reason, we invited the waiter in charge of Alibaba's mother Taobaoke business to share "Wandering Taobaoke".

　　According to the actual situation of the seller, starting from Taobao's needs and taboos, the key points in Taobao's development are interpreted, and the new forms, gameplay and new interactive investment platforms of Taobao's business are shared, so as to better connect sellers and Taobao.

　　2014 is a year when the entire industry is moving towards mobile. New gameplay and new models are constantly emerging. Alibaba Group claims to be a data platform to better utilize current data. Alibaba Wireless Open Platform responsible waiter shared with everyone "Alibaba-Baichuan Plan".

　　Baichuan Plan is Alibaba to provide architecture construction, data storage for developers (or directly the brand), and integrate various services under Alibaba. Build a wireless application platform and APP with strong scenarios, narrow groups, and services at the lowest cost, display data that you cannot understand normally, realize membership services, transaction management, data monetization, instant messaging and vertical community expansion, and fundamentally understand customers through data. I believe that for sellers, it will play a great role in operations.

　　After the guest sharing part in the afternoon, the forum part of the interactive Q&A was welcomed. Because there were many guests invited to share this time, the forum part was limited, so in the end, only 5 questions were selected to communicate with the guests.

　　The above questions are the 5 selected seller questions. I wonder if you have encountered these problems as well? Members and guests communicate on the spot, I believe some friends have also gained some experience.

　　After the forum, the daytime sharing course came to an end. Next is the dinner for members and the time to make friends. Many members become good friends in the atmosphere of the dinner. After the dinner, the theme night talk will be welcomed. The theme night talk session is the favorite content of members and friends. This time, three old club members were invited to interact with everyone as guests.

　　Forum 1: From the sales director of the Fortune 500 companies in China to the e-commerce entrepreneurship in 2009, the originator of the 2011 hit (9.9) strategy, and the high-end Juhuasuan trader in 2012, Fei Ge is a legend in the club. But these were not the focus in the past. Today, in 2014, how to lead the team to operate dozens of stores under all platforms, and not be afraid of any industry tycoon to win the market depends on a complete team operation and management mechanism. Letting the boss get rid of specific matters and devote himself to e-commerce investment and talent delivery business is the theme of sharing this night talk. There were too many people, so the editor didn't squeeze in and could only take photos at the door.

　　Forum 2: It was made by Lao Zhou, a member of the club No. 001, who has 15 years of experience in e-commerce, and has wonderful sharing and store diagnostic analysis. Each member communicates and answers about the pain points and problems encountered by e-commerce. The development trends and directions of e-commerce in the future, the problems encountered by e-commerce sellers at present, how to deal with the difficulties in order brushing, repurchase rates, traffic issues, e-commerce financial losses, how to make product planning and layout, etc., have conducted detailed communication.

　　Forum 3: Sister Gao shared her unique method of using Buddhist, Taoist and Confucianism to manage her team. In the e-commerce environment that is developing so fast, many managers are more or less impetuous. It is time for everyone to calm down and have a good talk with themselves, what they really need and what the rest of the team need. Think about myself in the beginning, what is the purpose of doing Taobao and what is the purpose of brushing orders. Sister Gao has always insisted on not brushing orders. She believes in blessings. There will always be a day when the blessings are used up. Treat every partner with sincerity. When a team partner takes a detour, remind and communicate first. If the other party insists that he is right, then let him hit the wall. Only in this way can he know the cause and effect and know the good intentions of the leader. When you are confused and don’t know what you want, you might as well try the method that Sister Gao shared: pinch your nose and block your mouth, hold your breath, and at the last limit, you will see the picture you really want most, and move towards this dream!

　　The night talk was around 11 o'clock in the evening, and many friends were still unsatisfied, but in order to ensure the quality of the lectures the next day, the club staff guided everyone to rest early.

　　The club's training and learning intensity in the past two days was very strong, but when sharing the second morning, most of the members arrived at the venue early and prepared for a day of study.

　　During the July regular meeting, Mr. Huang Jianrong, deputy general manager of Ningbo Yousheng, shared "Let Management Return Simple", which was widely praised by the club. His idea of ​​"solving management problems is often beyond management" has brought different ideas to many friends. The theme of this sharing "Fire Eyes: Look at people without being obscure - Solving Team Problems from the Source" was carried out in the last issue, which is closer to practical practice.

　　Share the three steps of team formation to recruit, how to identify people, and how to achieve win-win results, refine each process and help everyone develop their team.

　　13. In 2014, many traditional brands have stood at the forefront of Alibaba and Tmall, causing many small and medium-sized sellers to fall into the quagmire of price wars. If they cannot build their own brands, it will be difficult to get premium capabilities today, and it will be even more difficult to improve long-term development. Therefore, the club invited Shanghai Linge founder An Lan to share with everyone "Let the Tiger Give Wings".

　　As a pen under Shi Yuzhu, it transferred from traditional advertising to e-commerce in 2009 and relied on soft article brand marketing to achieve the top category. Its current sales scale exceeds 200 million, and its operation of brands such as Shushan, Luxiwei, and Moromi are all strongly active. Show everyone the energy and effects beyond Taobao marketing, and also share the response after CCTV’s negative reports, showing the true sense of full-network marketing and brand building.

　　As we have seen the power of the wireless terminal, many friends in the on-site survey came from the wireless terminal. As the most direct entrance to wireless traffic, all sellers of wireless search are following. Because of the invitation to Alibaba Wireless Search, the waiter is sharing "The Development Direction of Wireless Search".

　　The development of wireless has allowed more customer groups to get close contact with Alibaba, Tmall, and Taobao. At the same time, more and more data is collected, making personalization and preferences easier to achieve, and making the essence of search - product relevance matching, truly realizing. The interactive sharing also answers the subsequent changes such as mobile videos, detailed pictures and text crawling, subtitles, etc. that members care about.

　　I often see things like overdrafting brands such as low prices and discounts, but is this the only way to play in activities? How to organically combine brands, teams and resources to plan a win-win event for brand and sales? Huang Peng, the head of Changsha Yiche E-commerce, shared with everyone "Come customization: Single products also play integrated marketing, this is how I play 3 million in 3 days! 》.

　　The 3 million customization of 3 million in 3 days is currently unbreakable in the automotive category. Behind the shared theme selection, buying point refinement, event timeline, promotion and marketing, is the brainstorming and brainstorming of the entire team. By fully analyzing every detail, data, and driving point in a large-scale event, we can help everyone get out of disorderly and low-price competition and clarify the real brand activity ideas.

　　The last final sharing guest of this event was a group of Taobao people who joined Taobao in 2003 - Xiang Yun, the founder of Yuemei Qingxin. He has been in Taobao for 11 years since he started his business in 2003 and is a veteran Taobao seller.

　　The "cultivation" in "Ten Years of Taobao Practice" is Xiang Yun's summary of his own experience. Working on Taobao with a god-worshiping mentality can lead to practice, and to integrate into your own brand with a pious attitude, devote your own efforts, attach your vitality, and embody its unique character.

　　A set of detailed templates written by Jingxin in 2012 has become a benchmark for the purple clay teapot industry for several years and is still visible today. Not only success, but also the lessons of failure over the past few years are shared with you. The essence of its grassroots entrepreneurship is to achieve cross-category TOP and annual sales of over 100 million teams is far from being displayed in three or five sentences. It is recommended that members and friends understand videos or communicate directly face to face to convey the enthusiasm and brotherly feelings they share.

　　After the day's sharing, some friends set off home because of something, and many friends stayed to have a free night chat the next night. Everyone's enthusiasm remained unabated. Some communicated in hotels and some had dinners, which were different in the form, but they all had the same goal, that is, to make friends and expand their network of contacts, which is also the purpose of the club.

　　Finally, the last photo of everyone, ends this sharing. Thank you for coming from all the way. Let’s make an appointment in 2015 to make progress together!

Click to register online to apply to join the well-known e-commerce network - Laogao Crown Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Stores, Jinguan Stores, and other e-commerce platform merchants can apply to join!

Thank you for your attention and support to Laogao Crown Club . Please indicate the source for reprinting by Xuanming Network www.shxuanming.net