"There are only a few well-known e-commerce platforms in the country, and our competition in the past was mainly to grab users and suppliers. Now the situation has changed, take Jiang Yan and Ali as examples, they both have hundreds of millions of users, where are so many users. If you look at the data analysis, you can see that a considerable number of users are overlapping, buying things on both sides. Hang Yu said.

There is still a long way to go in the development of e-commerce, and Hangyu held an internal e-commerce strategy meeting to clarify the current situation and clarify the next stage of development.

"How many remaining users are waiting for us to develop? There are still many more, so grabbing users is still the key work in the future. But the main direction of competition is no longer to grab users, because the company has developed to this extent, and new users have come out either to choose us or to choose Alibaba. ”

"So what is the main competitive node? I think it's the concept of consumption!" Hang Yu said.

While speaking, Hang Yu operated the computer, and the words "consumption concept" appeared on the big screen of the conference room.

Xu Rui, Sun Chuan, Jiang Rong and their assistants and deputies, a total of more than ten people looked at Hang Yu seriously, thinking about the concept of consumption in their hearts.

"At present, our biggest competitor is Alibaba, let's compare Ali's Taobao and Jiangnan Mall. In the past, the promotional content of the two sides was to distinguish consumer groups and tell consumers that the quality of goods in Jiangnan Mall is relatively good, and Taobao's goods are cheap and complete. In this kind of publicity, consumers naturally distinguish themselves and choose different platforms to shop. ”

"But as I said earlier, a considerable number of consumers are overlapping, and they will have different consumption concepts when they buy different goods. For example, when buying clothes, some consumers feel that the clothes don't need to be so good and want to buy cheap ones. But when buying electrical appliances, consumers will pay more attention to quality, so they choose Jiangnan Mall. ”

"Due to the different perceptions of consumers, we lost a lot of orders in the process of constant change. The reason is very simple, if everyone pays attention to the quality of any product, won't they all choose Jiangnan Mall? Hang Yu said.

Everyone nodded, feeling that what Hang Yu said was very reasonable.

But there are also people who frown, feeling that the concept of consumption is a bit empty and not easy to control.

The people present are all elites in the field of e-commerce, who know customers very well and know that Chinese customers are very savvy.

It is very difficult to change their consumption concept and get a cheap customer to buy goods of good quality and higher price.

Chinese babies have done it, because everyone looks at "foreign goods" and is willing to buy them if they are more expensive.

Jiangnan Mall is difficult, most users are not very clear about Taobao and Jiangnan Mall, and may compare prices. In fact, although Jiangnan Mall focuses on quality, the quality of many products is actually about the same.

For example, hundreds of dollars of clothes, cups, brushes, laundry and other groceries, the quality is really not much better.

"In the future, our promotional content is to tell consumers that they can't be greedy for cheap things, and they must pay attention to quality. Of course, the publicity process should not be too obvious, and it is necessary to subtly change the user's consumption concept. Hang Yu said.

"The economic base determines the superstructure, not that users do not pay attention to quality, but between price and quality, there must be a certain trade-off, and the key to the trade-off is the economic situation of users. The concept of consumption, I used to do retail research, buying high-quality and low-cost goods is not unique to Chinese users, but the common concept of the world. Americans are rich, and they don't like cheap Chinese manufacturing, let alone ourselves. Wu Kang said.

Wu Kang, who used to work in retail, is now the sales manager of China Baby, specializing in sales issues.

"I've thought about what you've said, but I think that the economic base of many users is actually enough, and the reason why they choose to buy bargains is that they still have a habit of being reluctant to invest in themselves. We need to transform the concept of consumption into the concept of our own investment, so that consumers can be generous to themselves, their families, and their girlfriends. Hang Yu said.

"It's a concept that's been there before, but it doesn't seem to have caused much of a stir. Wu Kang said.

"That's because the Internet wasn't that developed before, and there wasn't a company as big as us to advertise it. The concept of propaganda is like a sword, and when used in the hands of different people, the effect is different. Hang Yu said.

"I agree with the chairman's concept, the efficiency of the old publicity method is decreasing, and changing to a new publicity method can not only expand the popularity, but also may have a good effect. Xu Rui said.

Others also nodded in agreement, although the concept proposed by Hang Yu is not a new concept, but when used in the Internet era, it may really have unexpected effects.

At least in line with the current situation, the user's consumption concept is indeed the key point of competition.

"Since everyone has no opinion, go back to Jiangnan Mall and China Baby, according to your own characteristics, with consumption concepts and self-investment as the core, write a propaganda report. Hang Yu said.

Xu Rui and Sun Chuan nodded, the concept is good, and the specific operation has to be studied.

"Another problem is that the retail platform we have cooperated with Ali has joined more than 100 retail companies, which has brought us great benefits. However, because of the different standards and management of these retail enterprises, they have gradually brought us some negative effects. For example, the goods of some small enterprises are not good, and it is none of our business, but since he is listed on our platform to buy, users will naturally come to us if there is a problem. You go to look at the complaints and suggestions of the customer service department, which has increased by 36% this month, and the customer service staff who were supposed to be streamlined have stopped, for fear of insufficient manpower. This is still not long in the beginning, and after a long time, we will be dragged down by those retail companies with low standards. Hang Yu said solemnly.

"Those companies on the retail platform are not easy to manage, especially those like Suning China Resources, we are not good at interfering in their management, and we can't refuse to cooperate, otherwise it is equivalent to pushing them to Alibaba. Xu Rui said.

"Therefore, the quality control of retail platforms has become a new problem for us. Hang Yu said.

Quality control has always been the key work of Jiangyan company, and large-scale cooperation is not good at this point, and it is inevitable that there will be mistakes with many partners, and the good and bad will be uneven, which has dragged down Jiangyan company.

If Jiang Yan refuses those companies, Ali will definitely be happy to pick them up.

Faced with such a problem, Hang Yu decided to face the difficulties!