Reinventing the Millennium

November 12th.

The second day of Tesco’s Double Eleven promotion.

The weather is clear and the temperature is suitable.

Xiong Xiaoge got up early that day. After breakfast, he stayed in the study room and tinkered in front of the computer. He soon attracted inquiries from his wife, Luo Yan.

"Since you don't have this moment or that moment today, can't you pack up everything in front of you?"

"Look at how messy your study is."

"And that shirt, how many times have I told you that! It's still wrinkled to dry!"

Luo Yan began to tidy up the study room while whispering instructions.

Xiong Xiaoge was accustomed to turning a deaf ear.

After a while, the study became less cluttered.

When Luo Yan was about to walk out, he suddenly asked: "Have you invested the money you invested in the fund?"

Xiong Xiaoge replied: "Not yet."

He raised his head and smiled: "What? You hesitated? Do you regret it?"

Luo Yan frowned, not understanding why her husband reacted this way. She walked a few steps, leaned on the computer desk, and said seriously: "I don't regret it, I mean you invest quickly, don't sleep too much at night, I watched the news, it's investment banking now This opportunity was fought over by Mr. Fang and the Li family."

She laid out her logic plausibly: "Not only Mr. Fang, but also Li Jiacheng is so optimistic about this investment opportunity, so there is no need to hesitate."

Luo Yan said seriously: "You don't have to buy the house, but Mr. Fang has to invest."

Xiong Xiaoge let out a long sigh and said sincerely: "What took me twenty years to understand, it only took you twenty days to realize it."

Luo Yan usually listened to her husband talk about the principles of investment. She didn't answer anything at all. She just said, "Don't forget about this. Now that you've decided, don't worry about it."

"Only the wise and the foolish will not change." Xiong Xiaoge still sighed and said, "It's not that I'm holding off on investing, it's that Mr. Fang is busy with e-commerce promotions these days, and the fund delivery will be later this month. time."

Luo Yan glared at her husband: "Who is the fool?"

After Xiong Xiaoge finished his meal, he said without hesitation: "Of course it's me."

Luo Yan nodded with satisfaction and asked: "I saw his e-commerce advertisement, but I thought it was a lot of trouble. You have to register, buy and wait. Actually, what do you think of this project?"

Xiong Xiaoge clicked the mouse. What he had been looking at after eating was the Tesco website: "The project is a good project and a big project with development prospects. It remains to be seen how it will be implemented."

"You mean it might fail?" Luo Yan asked.

Xiong Xiaoge nodded first and then shook his head: "When the operator is Fang Zhuo, then the level of measurement of project success or failure will naturally change. Success for ordinary people may be failure for him."

"We approached this project thinking of it as the Amazon of the East."

"For me, even if we can't become the Amazon of the East, there can't be a big gap. This is considered a success."

"Well, this is my personal expectation of Fang Zhuo, IDG's standards are not like this."

Luo Yan complained: "Okay, you are very strict in what you say."

Xiong Xiaoge has been observing Tesco's big promotions since yesterday. He pulled his wife over with interest, pointed to the order information on the screen, and said: "Yesterday I grabbed a coupon worth 200-100 yuan and bought it. Take a look at the 5 books, and the backend shows that the warehouse is processing them. The logistics tracking is really good, and the steps are very clear, but I don’t know when I will receive them.”

Luo Yan was noncommittal, her interest in it had quickly lost.

Xiong Xiaoge chatted for a few more words and said angrily, "I'll go out later."

"Aren't you taking a day off today?" Luo Yan was surprised.

"I just grabbed another coupon for electronic products and bought a Sony camera. This time I won't wait for them to deliver the goods. I want to try the self-pickup process." Xiong Xiaoge said righteously, "As an investment Man, I have to deeply experience the important processes of the project so that I can better evaluate its true status.”

Luo Yan glanced at her husband: "Just buy a camera."

Xiong Xiaoge laughed.

Soon, in a good mood, he went out and drove to Tesco's offline store, which was also the headquarters of the former Dazhong Electric Appliances in Beijing.

According to the display in my personal backend, this is a self-pickup point.

The Sony camera was ordered at nine o'clock, and just fifteen minutes later, the store where it was available for pickup was displayed in the background. This speed amazed Xiong Xiaoge.

From yesterday to today, he felt that Tesco had many details worth appreciating. The display of logistics links was impressive, and the quick response of self-pickup stores seemed to reflect Tesco’s online and offline system integration capabilities.

Otherwise, if the customer rushes to the pick-up point and the product is out of stock, he will lose a lot of points.

As far as the current domestic e-commerce development is concerned, Taobao, eBay, Dangdang and other brands are already quite mature, but Tesco's B2C seems to have a different vitality and has not followed the path of those predecessors.

At ten o'clock in the morning, Xiong Xiaoge arrived at the former Dazhong Electrical Appliances headquarters.

There is no longer a signboard of "Dazhong Electrical Appliances", it has been changed to "Yigou Electrical Appliances" from the outside to the inside.

Today is a working Wednesday, but the customer flow in the store is much higher than Xiong Xiaoge expected.

He did not immediately go through the pick-up process, but observed the situation and found that many of them were "self-pickup" customers like himself.

However, many customers did not pick up small items like the cameras they bought. They bought large items such as refrigerators and color TVs, which required staff to help carry them in and out, which was really busy.

Xiong Xiaoge was simply greeted when he entered, and then ignored, but considering how busy today was, this was understandable.

He observed with interest and browsed the products in the store for nearly an hour before queuing up to pick them up.

The pick-up process is not complicated. There is a notebook at the cashier for logging in to your account. Payment can be made online, offline with cash or card.

Xiong Xiaoge was queued behind her to log in to her account, check her order, swipe her card to pay, and get her camera. She was then reminded that she would get a new coupon on her account. The process ended in less than ten minutes.

this……

This is easier than I thought.

He held the latest Sony camera, moved away from his laptop, took two steps, and asked the tall and thin staff member who seemed to be the store manager: "If I don't pick it up myself, how long will it take for it to be in my hands? "

The tall and lanky man replied directly: "The delivery address is here in Beijing, right? What you bought is a Sony camera? You should get it in one or two days."

Xiong Xiaoge was surprised: "So fast?"

"E-commerce has a first-level warehousing center in Beijing. Each of our stores is equivalent to small warehouses all over the city. Sony cameras have a great discount this time. However, even so, its sales volume should not be much. After all, the goods are not needed. It will be faster if we mobilize it from outside." The tall and thin man explained.

Xiong Xiaoge pondered: "What if I buy the best-selling one?"

"In terms of scoring, if it is dispatched from an out-of-town warehouse or even shipped from a manufacturer, it will generally take three to four days, four to five days longer." The tall and thin man estimated.

Xiong Xiaoge nodded and thought the staff member had a good attitude. He said, "I'll take a look around again."

The tall and lanky man stepped back with a smile, not disturbing the fat gentleman's elegance.

Xiong Xiaoge was wandering around with his camera in his hand, guessing the sales volume that Tesco could achieve during Double Eleven. It is said that it will be announced after the three-day event. I wonder if Mr. Fang’s temperament will make it fake?

After all, this promotion is not only an internal matter of Tesco, but also attracts much attention because of the competition between Mr. Fang and Mr. Huang.

Speaking of which, Tesco is a new e-commerce brand that just launched in the first half of this year. As a result, it was first named to compete by Dangdang, and then was regarded as the number one enemy of Gome. This made many people shocked.

Even if it's Mr. Fang, even if he has money and ability, it won't be like this, right?

Now, this Double Eleven is the moment to verify the vision of Mr. Li Dangdang and Mr. Huang of Gome.

E-commerce has obviously spent a lot of energy, what kind of battle can it come up with?

Xiong Xiaoge walked around the store, going around and around. It was noon, and the customer flow dropped.

He actually picked out a new LCD TV from Meiling.

Previously, it could be seen on the e-commerce website that Meiling's LCD products were being promoted this time. I didn't pay much attention to them at the time, but now that I can actually see them offline, I feel they are quite beautiful.

As the tall and lanky staff member approached, Xiong Xiaoge pointed at the TV and asked, "Can I place an order with you? I just completed the camera order. Didn't I say there is a coupon? Can it be used?"

The tall and thin man came over, looked at the model number, and answered first: "The coupon can be used, and you can also place an order."

Then he said: "This is Meiling's SY130. It has been very popular recently, not only online, but also in our stores. If you place an order today, it may be out of stock."

Xiong Xiaoge was a little surprised: "Want to take express delivery?"

The tall and lanky man first went to the checkout counter to confirm the supply, and then came over and apologized: "Sir, this LCD TV may not be replenished until the day after tomorrow. You can pick it up by yourself the day after tomorrow at the earliest, or you can have it delivered to your home by courier. It should be the day after tomorrow or the day after tomorrow.”

At around 12 o'clock at noon, there were very few customers in the store, and some staff started to eat their box lunches.

Xiong Xiaoge glanced at it twice and asked, "Can't you give me this one?"

The tall and lanky man declined politely: "You also placed your order online. Many online customers want to see the real thing in the store before buying. This one is already the last one. After all, it is an item worth several thousand."

He enthusiastically promoted: "Our express delivery is guaranteed to be delivered to your door. You don't have to pick it up and carry it back. You can also see today that many people who picked it up chose express delivery after coming here."

"You can rest assured that the LCD TV will be powered on for a trial viewing after it arrives at home. If you are not satisfied, you can return it or exchange it."

Seeing that the fat gentleman was still hesitating, the tall and thin man said with a smile: "Our Yiguo brand is very loud. The guarantee of logistics is our boss's personal instructions. If you are not satisfied, you can return or exchange it. Our boss , you may have heard that he is Mr. Fang Zhuo, the richest man in the Mainland."

Xiong Xiaoge heard Mr. Fang introduced in this way from other people, and he didn't know why he suddenly found it funny.

He nodded: "I've heard of it, well, then I'll look back at it."

Xiong Xiaoge decided to place an order directly after returning home and fully experience the process of large-scale express delivery.

The tall and thin man was a little disappointed. Seeing the fat gentleman take two steps, he followed him and said, "Sir, sir, wait a moment, wait a moment."

Xiong Xiaoge said unexpectedly: "Do you want to sell me this unit in the store?"

The tall and lanky man signaled him to wait a moment, then went to find the clerk who had finished his meal quickly. After exchanging a few words, he came back: "Wait a moment, sir, let's go see if we can get the goods."

Xiong Xiaoge was a little dissatisfied at this time. These words conflicted with what he said just now.

Moreover, what I praise in my heart is Tesco's integration of the system. Shouldn't the availability of goods in the warehouse be reflected electronically?

He deliberately kept a straight face and asked, "Are there any goods or not?"

"There should be, but there really isn't. I'll apply for two more coupons from Tesco." The tall and thin man didn't panic at all. "I've been really busy these two days. Please forgive me for any omissions."

Xiong Xiaoge felt that there was really nothing to criticize in the face of this kind of attitude.

After waiting for about fifteen minutes, a van parked at the entrance of the store. The clerk who had just left the store greeted his colleagues and brought an LCD TV packaged by Meiling into the store.

Xiong Xiaoge noticed a detail. The clerk was wearing Tesco work clothes when he went out just now, but now he took them off when he came back.

When he got closer, he saw another detail that was even more noteworthy. The "Gome" logo was printed on the side of the box.

Xiong Xiaoge instantly remembered a situation in which Tesco was once out of stock by Dangdang United Publishing House. That was to place an order directly from Dangdang. This was like a replica.

What works but what works?

He pointed out this point with some laughter and laughter, and then asked: "Guomei doesn't seem to have much promotion, right? Aren't you losing money by getting the goods like this? Is it your personal or the store's? After you sell a lot of units, you will get extra bonuses?"

The tall and lanky man did not expect that the person in front of him was quite observant, and said with a smile: "Our Tesco is doing a loss-making promotion this time. Gome also has promotions, but they are not strong. This one does lose money, and the cost is shared equally among the stores. "

He added: "If we get a few more units from Meiling, we will cover our position."

Xiong Xiaoge asked: "As for this? Are you saying that the stock will be replenished soon?"

The tall and thin man replied: "Yes, we can replenish the goods in two days, but can customers wait for two days? Maybe you went directly to Gome after you left home? Don't worry, we at Tesco cooperate with Suning and Five Stars The reporter has done a joint warranty and has also communicated with the manufacturer. If there is a problem with the product through regular channels, it will not be you dealing with the manufacturer, it will be handled by us at Tesco."

"You...you learned this when you were competing with Dangdang, right?" Xiong Xiaoge found it interesting.

The tall and thin man was surprised, but admitted this: "We learned this lesson during internal training. This is also our corporate culture of Tesco. It is customer-centered. I will handle everything I can for you. .”

Xiong Xiaoge felt that the conversation and handling of the person in front of him were different from those of ordinary staff. If he were to be replaced by ordinary staff, wouldn't it be an attempt to save trouble? Customers can leave as soon as they leave. The customer flow this morning is quite considerable.

He asked: "Are you the manager of this store?"

The tall and thin man smiled and said: "Intern manager, I have just been transferred here. My name is Wang Yanchun. If you have any questions about the product, you can contact me directly. This is my business card."

Xiong Xiaoge changed his mind and asked, "Are you transferred from Yike or Medical School?"

Wang Yanchun was stunned and replied: "Yike."

Xiong Xiaoge knew that this was the offline large and medium-sized electrical appliances channel that a group of Yike backbones assigned by Mr. Fang had entered. It seemed to have more subjective initiative.

He praised: "Then let's take this one. Not bad. Wang Yanchun. Well, if you work hard, you will definitely become a regular employee soon."

Wang Yanchun had a guess. Could it be that this was a secret visit from the company?

He didn't ask any questions and continued to carry out the process.

Xiong Xiaoge watched the staff move the TV into his car, and felt that today's experience was quite successful, except for one thing: he had to carry the TV upstairs on impulse...

This is Xiong Xiaoge’s one-day experience in Tesco’s big sale, and it is also a day in e-commerce activities as an ordinary consumer.

That night, he wrote down his thoughts on his blog.

"Can Tesco B2C change the ecology of home appliance chains with a Double Eleven promotion?"

"It seems difficult. The market for home appliance chains is too big."

“So can it drive this ecological change?”

"It seems easy. Its vitality is so intense that it is impossible to ignore its existence."