Chapter 739 Basic Sense of Social Responsibility

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The development of Huaxia's e-commerce field is finally finalized after many experts, multiple platforms, and years of exploration. The entire industry is filled with countless large and small enterprises, among which the three most representative platforms are Taobao, Tmall and JD.com.

Taobao is a pure C2C, a trading platform for third-party small and medium-sized sellers and consumers; Tmall is a C2C wearing a B2C coat. To put it bluntly, it is a trading platform for third-party sellers and consumers, but the threshold for merchants has been raised. Some; JD.com is a typical representative of B2C, with its own procurement, warehousing, sales, and distribution, and it can achieve a high degree of autonomy and control of its own operations.

In Li Mu's eyes, the development of Taobao.com in the previous life was somewhat deformed. In the stage of original capital accumulation, Li Mu could not agree with the practice of unscrupulous and abandoning the bottom line, such as the most criticized issue of counterfeit goods.

For so many years of Taobao's existence, the stubborn disease of fake goods has been with the shadows, just like stubborn psoriasis, it can only be covered by bright clothes, but it has never been truly cured.

Li Mu felt that it was Taobao's own connivance of counterfeit goods and counterfeit sellers that led to the proliferation and gradual loss of control of the entire industrial chain of counterfeit goods from manufacturing to sales, so that counterfeit goods became a cancer that plagued the retail industry across the country.

Taobao Mall, Tmall, was born later. In a sense, from the moment of its birth, it carried Taobao's accusation of restoring his reputation. Because Tmall has raised the threshold for merchants to enter, Ali can be "proud" Promote the concept that Tmall is equal to genuine products.

But in Li Mu's view, this is simply a despicable way of diverting attention. Ali did not really attack Li Gui on Taobao.com, but dragged Li Kui to Tmall, then pointed at Li Kui and said, "Look, here we are. Only sell genuine products." But what's the point? Under the surface of the light, there are always countless Li ghosts hidden.

The reason why Taobao in the last life is flooded with counterfeit goods, and the reason why Taobao let fakes develop, is partly because they did not attract the attention of brand merchants in the early years of their business.

There is no genuine source of goods, and they want to expand the types of goods on the platform and promote the transaction volume of the platform, so they abandoned the principle and chose the benefit.

To give a very practical example, in the 5-7 years after Taobao was born in 2003, it is estimated that more than 95% of the Nike shoes sold by Taobao were fake. If Taobao was founded in 2003, they would If you can attract the Nike brand to settle in, if there is real Li Kui, then the sales of fake Nike will be greatly affected, and if there is real Nike, Taobao already owns Nike products, so to protect himself and his partners, he also Counterfeit Nikes will definitely be cracked down on.

But the fact is: because there is no real Nike to join, and users have demand for Nike,

Therefore, counterfeit manufacturers and sellers sensed the opportunity and worked together to move counterfeit Nikes to Taobao.com for sale. Taobao.com platform itself also needs Nike products to expand its product library. Since Nike is blank at this time, it is true Li Kui couldn't be invited again. It just so happened that the fake Nike was coming. Everyone took what they needed, tacitly, who was the unlucky one? Naturally, those consumers who have nowhere to defend their rights.

Li Mu wants to be an Internet person with a basic sense of social responsibility, so his Taobao must fundamentally kill this vicious circle. As soon as he comes up, he invests a lot of resources to promote the brand day, in order to let Taobao come up as soon as possible. Attract the attention of brand enterprises.

Li Mu didn't want his Taobao to start from hanging silk step by step. He used the brand day event to push Taobao to a world-renowned height at the very beginning, so that all companies and brands that wanted to make money in the Huaxia retail market would be on Taobao. The powerful online sales ability of the network surrendered.

The sales volume of Brand Day is 2.683 billion a day. By tomorrow morning, I am afraid it will become a big news that will shock the whole country. I am afraid that various brands will also rush to cooperate, and a large number of brand enterprises will be tied up as soon as they come up. There is no need to worry about genuine products, the more genuine products , the more complete, the smaller the living space of fakes.

...

After analyzing the data, Li Mu called Liu Qidong at more than one o'clock in the morning, told him his approximate analysis results, and reminded him: "Brother Liu, the brand day is so successful, it will definitely attract a large number of brands to join and cooperate in the future. The situation, we must let business personnel work hard to develop the market of daily necessities!

After we have almost consumed the logistics needs of the brand day, the platform will formulate corresponding preferential policies for some franchised daily necessities brands. While supporting them, we should also let them give some profits. At that time, we will plan some categories. Promotional activities stimulate users' enthusiasm for online shopping for daily necessities, cultivate users' online shopping habits bit by bit, and increase their online shopping frequency. [Love ↑ Go △ Small ↓ Say △ Net W wW.Ai Qu 】"

Liu Yongdong immediately said: "Don't worry about this, I have also considered the importance of daily necessities to the cultivation of user habits, so I specifically asked the headhunter to talk about the middle and senior management of a large daily necessities category company. Our daily necessities are sold in the category.”

Li Mu's heart was overjoyed. Since he started Taobao, he has been driving the rhythm. Brother Liu is now almost accumulating. Is it finally going to explode?

So Li Mu asked him, "Which talents in daily necessities department stores have we communicated with?"

Liu Yongdong said: "In the future, I want to set up several separate business divisions in Taobao according to the category of goods, such as the electronic product division, office supplies division, clothing department department, and daily necessities department, which need to be subdivided most. It is the daily necessities business department, so I expect that there will be several groups under this business department, such as: daily chemical products group, food and beverage group, grain and oil seasoning group, daily necessities group, mother and baby Supplies group, etc."

After introducing his plan, Liu Yingdong answered Li Mu's question just now: "So you just asked me which companies have talents I communicated with. The specific situation is: I asked the headhunter to contact the three daily chemical products companies, namely Procter & Gamble, Unilever, and Johnson & Johnson. Suitable candidates from established companies, because they have a very in-depth understanding of the domestic daily chemical products industry and the daily chemical products market and user needs, so I plan to dig a person from these companies to serve as our daily chemical products group. manager."

"For the same reason, the talent orientations of several other group management positions are companies such as Kerry Grain & Oil, Hengan Group, Want Want Group, Master Kong and Coca-Cola. Each company strives to dig a reliable person to serve as one of our managers. In this way, in the future, we will have a team that best understands the daily needs of domestic consumers, and with them, the brand relationship will be easier to maintain.”

After listening to Li Mu, he praised again and again: "This method is very good. It has analysis, goals, implementation plans and transformation ideas. It is very complete. Just do as you say! We must develop the more perfect the category, the better, and the user's Once the habit of online shopping is cultivated, as long as the platform’s transaction volume and transaction volume continue to increase, and then with our own logistics system, we can directly do self-operated business!”

"Don't worry!" Liu Qidong said firmly: "I will definitely live up to my mission!"

After speaking, Li Mu said again: "I will go back tomorrow, we will have another meeting to standardize the business introduction, you will send a press release tomorrow morning, on behalf of Taobao officials, to all enterprises and businesses to open flagship stores in Taobao invitations , the conditions for entering Taobao remain unchanged, but one thing must be stated: Taobao has a complete set of algorithms inside. We will receive a large number of applications from merchants to settle in, and we must let our reviewers check it carefully, and we must not put any companies with insufficient qualifications."

"Also, the data of Taobao Brand Day is so high, I am afraid it will attract a large number of small and medium-sized sellers in the future. We welcome all small and medium-sized sellers to settle in in principle, but we must strictly control the products of small and medium-sized sellers. On the platform of China, counterfeit and shoddy products must be resolutely cracked down to the end.”

Liu Rongdong immediately said: "I have never let go of counterfeiting and shoddy products, and I will never let Taobao become the soil of fake goods!"

"Okay." Li Mu was satisfied and asked him again: "For more than 10 million orders, can our logistics and transportation be guaranteed?"

Liu Rongdong said: "Don't worry, since 0:00 yesterday, our more than 20 vehicles have repeatedly transported the province's orders to the distribution centers of the postal provinces. The postal EMS of each province will immediately after receiving our package. The local delivery work has started, and now the postal service gives us: priority sorting, priority transportation, priority distribution, and basically the vast majority of personnel and vehicles are concentrated to serve us!"

Speaking, Liu Qidong said: "As of an hour ago, we have delivered more than 8 million parcels to postal EMS in all provinces, autonomous regions, and municipalities across the country, including Yanjing, Shanghai, Yangcheng, Sichuan, Hanzhong, Liaoshen. The orders from the provinces and cities where the six warehousing bases are located are basically taken away and delivered by the local EMS, and the entire delivery work can absolutely be completed within the next 48 hours, and the delivery work will be completed within 24 hours after delivery.”

The point-to-point transportation strategy formulated by Li Mu is very targeted. No matter how many orders he has, he deduces from the results that all these orders will eventually flow to major provinces, autonomous regions and municipalities across the country, especially East China and South China. It was the top priority, so he let his team concentrate on point-to-point transportation from major warehouse bases to a certain province.

Under this general tone, the transportation of the provinces and cities where the six major bases are located is completely solved by local EMS, and EMS is almost used as its own logistics.

For example: more than one million parcels in Yanjing do not need to be transported by Taobao at all. Each batch is sorted out and delivered directly by Yanjing's local EMS; there are two million parcels in Shanghai, Taobao's After sorting out from the Shanghai warehouse, they are also directly pulled by the local EMS for delivery. More than 2 million orders from the entire Guangdong province are sorted out in the Yangcheng warehouse, and they are also directly sent to the Guangdong EMS Yangcheng distribution center, which will be directly sent by them. To do local delivery, this kind of delivery does not occupy Taobao's own capacity.

Taobao's own efforts are all concentrated in other provinces covered by the warehouse base. For example, Zhejiang Province near Shanghai has about one million parcels this time, and Taobao's own fleet is constantly going back and forth. It is continuously transported from Shanghai to Hangzhou and handed over to the postal EMS throughout Zhejiang Province.

Taobao's public relations team spent a lot of manpower, material and financial resources on the maintenance of postal leaders in various places. At this time, it was fully effective. EMS almost left other businesses behind. Within two to three days, the More than 90% of the transportation capacity is provided to Taobao. Like an assembly line, everyone efficiently completes their own parts. The overall cooperation is fast and seamless, and the turnover efficiency is astonishingly fast.

(To be continued.) Mobile users, please browse and read for a better reading experience.