The fifth anniversary of Laogao Crown Club - Top-level meeting: The future of e-commerce calls

On the afternoon of August 8, the fifth anniversary celebration of Laogao Crown Club was held at Tianlin Hotel in Shanghai. This anniversary celebration was invited to participate in some new and old members of Crown Club to spend an unforgettable time on the fifth anniversary celebration. In addition, in addition to some old members sharing some of the experiences and practical information about e-commerce over the past five years, we launched another important link: top-level meeting – the future of e-commerce. The guests of this top-level meeting invited Ms. Sun Feng, the person in charge of Leisure Moment, Maomao from the Antarctic Home Shoe Flagship Store, and Lao Gao, the founder of Lao Gao Crown Club and Golden Crown Club. The following is a live sharing:

　　Top-level conference topic 1: Changes in O2O pattern

　　Sun Feng, the person in charge of Leisure Moment: It is very honored to attend the 5th anniversary party. When it comes to O2O, I have had the experience of trying it for a short period of time. What we make is food, and food is very hot in the O2O field. We found some places from agricultural products, and I finally knew why everyone is planning rural markets. Take fruits and meat for example. The price difference is relatively large. On the one hand, the city has huge needs, safety and original flavor. On the other hand, due to environmental reasons, there is no market to be found if there is demand. So, I may do it in the future because the market from real estate to consumers is very huge, the conversion rate is also very high, and the average customer price is relatively high, around 200, JD.com and Tmall cannot do it, but O2O can be done. I personally value this area very much. If you have this kind of resources, we can cooperate.

　　Maomao: I told my brother a few days ago that I built some offline experience stores, found a small county town, opened four stores, and O2O, but the result was undoubtedly dead. But like Sister Feng said, it depends on what we help. What I want to say is that we should do what we can do, and do whatever we can't do. If we can't do, we don't need O2O. Now all kinds of APPs are being promoted. First of all, I think the form is very good. This idea comes from one day when my wife cooks, and I said no, it's troublesome to buy vegetables. My wife said, no, someone will deliver it later. Oh, it’s not bad. I had this idea in an instant. Fresh food and meat are indeed very good for making O2O. It requires daily products, and the repurchase rate of every day is very high. If you can have a very good product for O2O, I agree very much. O2O can reach consumers offline, but it was not available online before, which makes up for this phenomenon. This is my opinion on O2O.

　　Lao Gao: When I see O2O, I will analyze it first. After the analysis is good, I will participate. Currently, I have also invested in a fruit shop myself and completed an angel investment, a round A. I personally think that everyone has their own opinions on O2O. Some people say it’s OK, while others say it’s not OK. From 2012 to 2013, a friend of mine was already doing O2O in Qingdao. At that time, he used WeChat and sent more than 10 people to nearby communities to shake and then sell fruits. He didn't even have a store and placed it in a small warehouse. He could achieve 0 inventory every day. How did he do it? First of all, I would find more than a dozen people to add WeChat nearby. At that time, the people who added nearby were relatively simple, unlike now, which was already rampant. How to do it after adding WeChat? I will talk, for example, are you tired from work? We are selling fruits and can deliver goods to you for free. Generally, people at work will have some ideas about trying this kind of transaction when they hear it free to deliver it to their homes, and they will gradually start doing it. I think this is a kind of O2O. If you do it through WeChat, you can solve the last mile offline from delivery to home. O2O has been very popular since the beginning of last year. We also invited Alibaba’s waiter to talk about Alibaba’s O2O, which is very popular and many people are willing to listen to it.

　　From the fruit store I invested in, I will first train with the people in the store and say that we will first gather people through various channels, and then do marketing. First of all, you have other people’s information and can chat with them to gain trust. To put it bluntly, it’s chatting. Who can’t chat? When your store opens, the store will definitely explode. This is also an O2O idea, and it also combines the idea of ​​social marketing. We have also done a lot of ground promotion business before, scanning the QR code to send Apple, sending flyers, etc. Because he is originally another offline O, I think this model is now three-dimensional, no longer a three-dimensional competition, point, line and surface. So everyone who is sitting should also cheer up.

　　The editor summarizes the above three sharings: the future prospects of O2O are very good, but not all products are suitable for O2O, and he will also classify them. Lao Gao's summary shows that O2O represents three-dimensional competition. The first O is we have deviated from the habits of users, and the second O is that we need to do a series of ground promotions, combining various online and offline marketing. When both online and offline form a line, it becomes a three-dimensional model. We have been doing Taobao for so many years, and some of them have Internet thinking. Even if we don’t have Internet thinking, we still have Taobao thinking. We should spend our energy trying and combining it. This is our opportunity in the next three to five years.

　　Top-level conference topic 2: How to prepare for cross-mirror e-commerce, is cross-Ytterbium e-commerce good? Is there a way to go?

　　Maomao: Why should the country advocate cross-mirror e-commerce? What do you guys are watching? What are you most afraid of when buying things on Taobao? What I am most afraid of is 9.9. Why? Because this 9.9 is free shipping, and the other one is rising again. Why? Because the manufacturing industry is too developed, and China is still like the previous society, there will definitely be 9.9. Nowadays, as long as the bosses support workers, the workers can not leave, even if I pay for money, this is the current situation.

　　In general, why the government is now taking the lead in doing this fashionable topic and opening up links in various countries is also the core. China's manufacturing industry is too developed. Since our boss is doing this, why don't we try it? I have a friend who sells socks and 40% of them are sold to Russia. This way, selling something missing to places where you need it. Relatively speaking, there is no problem with cross-mirror e-commerce to expand sales channels. Don't focus too much. Look at how many e-commerce platforms are there now. You can't even think of many platforms. Some people who are here only work in Taobao, not other platforms. Why? Because Tmall has a large traffic and fewer people, there are many Tmall users. I don’t know what the difference between Taobao, Tmall and JD.com is, I only know that Taobao has many users and large traffic.

　　There are many platforms now, so you should think carefully about how you should expand your own channels and use a variety of methods to show your own products. So in the end, what we are talking about is a problem of product transactions, or the issue of trust that Lao Gao mentioned.

　　Top-level conference topic 3: How reliable is SNS?

　　Lao Gao: Every time I talk about the number one person in SNS, I feel a little embarrassed. Every night talk in regular meetings, I talk about SNS. Many people say why they always talk about the past? Because I have been talking about SNS since many years ago.

　　First of all, I am a person who likes to study philosophy very much. If you have a long combination, you will be divided, and if you have a long division, you will be combined. Everything has its shortcomings and advantages. Alibaba is very big, but it must have many loopholes. For example, in his search engine, users will not be able to find what they want and will not be personalized. I go to Taobao every year and feel that fewer and fewer people are going there now. JD.com is different. There were almost no people going there before, but this year the door was full, so JD.com must have done what Alibaba has not done, making up for what other platforms have not done. Each platform has a group of loyal users and has its own specific groups, so we must follow our own products and make more platforms and layouts in the future trends.

　　Second, we also need multiple channels. All platforms are traffic allocators, and the platform will not give you users. Therefore, we must use multiple platforms to cooperate with multiple channels. In the future, multiple frequency will definitely defeat low frequency, so we must make a large-scale layout. The meaning of SNS is to seize the user's traffic entrance. Why do you talk about social networking? Because you find that there are more and more PCs turning to mobile, and the transaction volume on mobile terminals is also greater than PCs. If you appear more, you will seize the user's content, and you will think of you once you need it.

　　Let’s take Zhou Hei Ya as an example. Many users don’t know Zhou Hei Ya. But one day, when I was chatting with my friend, I would say, “Where is my home, it’s very good to make ducks. If you talk too much, then people will naturally remember you.” I used to say that Crown Club is a well-known e-commerce circle in China, but I used to have only 50 customers, but I still say that until now, someone asks you where is the well-known e-commerce circle in China, and you will definitely think of Crown Club. Why, because I have seized your heart. So if you don’t pay attention to SNS until now, you will be very behind.

　　The following is the on-site Q&A session:

　　Question: Mr. Sun manages the store so well? Besides O2O, what other good preparations are there?

　　Answer: First of all, I have very strict requirements in controlling product quality. Many people’s idea is that I want to sell goods, but there is no risk. Many people do not have a source of goods and are unwilling to control product quality. In fact, it is not difficult to communicate with the source of goods, but the difficulty is to control the product quality. It is not easy for you to implement it in the place of origin using e-commerce thinking. For example, it is not suitable for me to sell products from the Yangtze River Delta to people in the Yangtze River Delta, so I can go to some remote places. But there is another problem of time in remote places, things like fresh food are very important for logistics. So, we built positions in larger local cities. I have been in business for so many years, and what I like to do is something that others don’t do or are not favored by others. It is very annoying to cooperate with state-owned enterprises. If you do small state-owned enterprises ignore you, you will kill you if you do big, so it is very difficult to grasp the state-owned enterprises. If others don’t want to do it, then I will do it. I went to the most difficult part from the beginning. Once I got into it and walked through the road, there would be a threshold for others to compete in the future. I used it not much. If you are willing to spend time and effort, you will do a good job.

　　Question: I am Zhou Heiya, I want to ask Lao Gao, I am very interested in the circle you just mentioned, and want to learn?

　　Answer: We will have SNS courses next month. SNS is a business operation rule, not a skill. If it is a skill, I don’t want to explain it. As long as you understand this rule, you will be very skillful. If you go to circle people and get users, you have a brand foundation. For example, Liu Qiangdong posted a Weibo post with many replies, but JD.com may not have so many posts, because Liu Qiangdong is flesh and blood, and he will also post more to the public. Therefore, future brands must rely on the masses. There are only two key factors for why transactions occur, one is interests and the other is trust. If there is no benefit, only trust cannot do it. For example, I have a product that is diapers, but you have to have a child. My product can solve your needs. Do you think customers will buy it if they need it? uncertain. Why? There is need and supply, but the collision of supply and demand does not necessarily lead to transactions, but with trust in the middle, this will definitely lead to transactions. For Zhou Hei Ya, the first thing is to build a brand, which requires personalization. If you have a team of thousands of people interacting with customers and millions of fans, you can make a transaction if you sell anything in the future.

　　Q: I would like to ask Lao Gao, we are doing knitting. We now have an idea of ​​putting a designed style on the Internet, customers place orders, and then customizing it on the doorstep. What kind of advice can you give me?

　　Answer: This model will definitely be possible in the future. I think this is still a matter of trust. You still have to have a store. It can see this store in reality. This store is also the foundation, so the store must be well served and decorated. This is a foundation, and the second is the trust of potential users. To put it bluntly, this is emotion and other chats and interactions in daily life, which is a trust that is maintained and maintained.

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