Rebirth of the Internet: Starting from Games

Chapter 467 Jingdong and Nanbei

"At this stage, we are just throwing money at the market."

"Smash the market and then what?"

Chen Hao smacked his mouth, "Of course I eat both ends."

"Are you saying that consumers and suppliers are raising prices and lowering prices at the same time, and the difference in price is our profit?"

"Yeah, of course, this is the last stage. Let's do it step by step. In the next step, we can first take profits from the suppliers. As long as the quantity is large enough, we will have bargaining power, and large-volume purchases will definitely give us A more suitable price, or signing a betting purchase agreement, are all ways to play.

Let consumers feel that the price has not changed, but in fact we are profitable. When the market reaches a certain stage, we can then add some gimmicks at the product level. For example, adding some hardware to the hardware is called "plus" based on screen size, and "pro" is called "pro" when upgrading configurations. , iterate slowly, and the sickle changes direction and changes to the other end.

Of course, this is something to talk about later. Let’s open up the current situation first.

This is true for mobile phones, and so is e-commerce. JD.com and Orange are actually in a similar situation, which is why I called you and Mr. Liu here today. "

Liu Qiangdong had a background in e-commerce and he understood this immediately. But Lei Jun was different. He was slightly shocked after hearing this. He felt that some of his own connections had been opened up, and he felt a bit like an epiphany.

Here, Liu Qiangdong took advantage of Lei Jun's still absorbing and digesting it. He had a rare opportunity and quickly asked the question that made him hesitant recently.

"Boss, have you read the previous report? After this period of operation on Jingdong, I found a problem. In the B2C merchants' self-operated model, non-standard products will affect the overall quality and reputation, easily lead to disputes, and are against our The concept of more speed, more savings. I think it is better for JD.com to focus on standard products at present, and I would like to ask your opinion."

In product management, the simplest and most basic form of classification of products is category, which is what we call product categories. All product attributes, search, settlement, etc. are divided based on product categories. But a more basic, simpler, or broader division than categories is "standard products" and "non-standard products."

Standard products are standardized products with certain standards, such as TVs, computers, refrigerators and other products. The configurations of each brand and model are clear at a glance. Consumers have corresponding understanding before buying, and then just place an order. If there are quality problems, they will be returned directly. It's also relatively simple.

Non-standard products are relatively speaking, and their representative category is clothing.

There are no certain standards for categories such as tops, pants, shoes and socks. For example, if a consumer wants to buy a piece of black silk, the thickness, material, brand, tightness, etc. will all affect the judgment. Whether it is good or bad mainly depends on the subjective feelings of the consumer. After all, if the buyer's show is not effective, even if the product is of excellent quality, it will still be returned.

For JD.com, a B2C platform, non-standard products are relatively messy on the platform. Many of the same products have different product codes, and products have multiple codes for one product, which is also very distressing for users. They have no brand awareness, so in the future JD.com should develop its own standard products:

If the proportion of non-standard products in JD’s self-operated stores is too large, it will inevitably become the second Taobao instead of the first JD. Without accurate market positioning and accurate understanding of core competitiveness, wanting everything will eventually become Nothing works.

Chen Hao understands Liu Qiangdong’s thinking, “The previous inflow of non-standard products was to take over Taobao’s “recruitment” merchants. It will indeed have some side effects as the scale expands. This is normal. The heavy standard products you mentioned, The light and non-standard route is correct and can be carried out, but the type of clothing cannot be left out, but "

Chen Hao walked to the whiteboard and drew an xy axis according to the characteristics of the e-commerce platform, with 'more', 'fast', 'good' and 'saving', each at one end forming a four-quadrant.

He wrote JD.com on the Haohe Kuai side, and diagonally wrote Taobao on the Duohe Province side.

"Although JD.com claims to be more, faster, better and more economical, no matter how powerful its marketing is, it cannot be avoided that at present JD only achieves fast and good products, but who is more and more economical? Currently it is Taobao.

In fact, it can be seen that it is against business logic for an e-commerce platform to fully cover these four points. It is like a small game where four people are trapped by a big spring rope, and everyone wants to grab the ball in front of them. , trying to achieve the ultimate in one or two items will inevitably affect the contraction of the other two items.

Taking them all into account will only lead to mediocre results. Can it cover them all?Yes, it is possible to burn money, but what happens after burning money?Everything just returns to the way it was.

<divclass="contentadv">So according to the thinking of technical architecture, the underlying architecture can be reused, and the superstructure can be built and constructed according to different positioning.

Jingdong is responsible for "fast" and "good". Later we can build Jingxi, which will be responsible for maximizing "more" and "savings". The competition is Taobao.Now that the capital, east and west are all there, can southern and northern Beijing still be far apart?For example, if you make "good" to the extreme and position yourself as a high-end e-commerce platform, if you make it the best at one vertical point, the corresponding consumers will pay for it.

Uh, do you mind if I name it this way? "

Chen Hao suddenly realized that Jingdong is the combined name of Liu Qiangdong and his first girlfriend.

Liu Qiangdong shook his head, with an indifferent look on his face, "It's a thing of the past a long time ago. No man is young yet. Now, I won't be named Jingdong anymore."

What's that called?East Day?Chen Hao thought wickedly.

Seeing that Dongzi was a little tired, he remembered that he had seen his new little girlfriend at the annual party, who was young and beautiful. It seemed that she was good at this. I guess she was still in elementary school with milk tea.

Chen Hao thought about it and decided to persuade him.

"You're two years older than me, so take it easy and don't work too hard, you'll get dark circles under your eyes.

This is generally the case for JD.com. It will first settle the trademarks and domain names in the southwest and north, complete the e-commerce platform infrastructure this year, and then start horizontal expansion next year. Okay, let’s go. "

Lei Jun was left, and Chen Hao erased the things on the blackboard, and then began to lay out the development direction of Orange Technology.

Looking at Lei Jun's eyes, which were darker than Liu Qiangdong's, Chen Hao knew that this guy had been working hard on the production of oPhone during this period. He was really working hard.

"Tell me first, how many days have you been spinning?"

"Three days? Or four days? I can't remember. I just came back from the early morning flight, and you picked me up early in the morning."

"Take it easy, don't die suddenly. I can't afford the compensation, so I need you to rest first. We can talk again when you are well rested."

"No, if you hide it like this, can I sleep? Please reveal it first, and I promise to go back to sleep." Lei Jun even raised his hand and swore.

"Why did I name my company Orange Technology instead of Orange Mobile?"