Speaking of this, Zhao Zejun paused, "In recent years, the Internet has developed so fast that many people have a misunderstanding that the Internet is the best position for propaganda. Pen @ fun @ pavilion wWw. ｂｉｑUｇE。 info can't be wrong, but at least it's not entirely true. ”

"Better than online propaganda?" Liu Qiangdong had an expression of disbelieving.

The Internet has a wide audience and fast spread, what is better than Internet publicity?

Physical billboards? That thing has long been phased out, that is, local products are still in use, and Internet companies that target customers across the country will not adopt it at all.

As for the naming rights of TV commercials and popular programs, the effect is indeed good, but the cost is too high. If Jingdong can win a set of prime-time advertisements on CCTV and bombard them indiscriminately for half a year and a year, it will naturally be known throughout the country.

But the question is, how much does that cost?

If you have money, you may not be able to take it.

Zhao Zejun continued to explain: "The Internet and the real industry are not completely separated, on the contrary, I think they can be connected, and this 'contact zone' is the publicity zone I want to give JD.com." And I can clearly tell Mr. Liu that this area is currently blank, and even Taobao has not touched it. ”

"Oh? I would like to hear about it. Liu Qiangdong suddenly became curious.

As Zhao Zejun, he will not brag about this kind of thing; With his understanding of the Internet and industry, his views are not 100% correct, but they must be profound; Even if it's wrong, it's hugely instructive.

"Where are JD.com's strengths?"

Zhao Zejun asked a seemingly unrelated question, and then followed suit, and gave the answer as if talking to himself, saying: "I don't analyze from a professional point of view, I just look at myself as a consumer and talk about my own feelings." I've been on both of these shopping platforms. Well, let's put it this way, if you buy some daily necessities, it doesn't matter if the quality is good or bad, I go to Taobao. Because there are so many goods on Taobao, there is a wide range of options and many bargains. To tell the truth, sometimes I know it's a fake, but as long as I can use it alive, I will choose Taobao because Taobao is cheap and convenient. ”

Liu Qiangdong smiled.

"So on the other hand, if I want to buy a brand, buy a large item, buy an authentic product, buy a more expensive one. I will consider and maybe trust JD more in the end. It's not that Taobao is all fakes, Taobao also has genuine products, and Jingdong also has fakes. But obviously, at present, Jingdong has done a better job in terms of quality and authenticity. Zhao Zejun said.

"I believe that in the future, most users still hope to buy assured products." Liu Qiangdong said.

"That's not my focus."

Zhao Zejun smiled: "What I know is that my Zeye has completed the layout of the southeast where the economy is most prosperous in the country, and the next step is to expand to the coastal and central regions." It can be said that in the prosperous places in the south of the country, large and medium-sized cities, in the next three to five years, there will be Zeye Square. Coincidentally, the positioning of Zeye Plaza is relatively high, and there are a large number of well-known brand main stores in each Zeye Plaza. ”

"You mean, in the store of Zeye Plaza, advertise for JD.com?" Liu Qiangdong said very surprised.

"Why not?"

Zhao Zejun said lightly: "It's nothing more than hanging up the promotional signs of Jingdong, and you can even play the slogan of the same style of Jingdong, so every customer who enters the store will be deeply impressed by Jingdong." Each Zeye Plaza is the most prosperous business district in the local area, and it is the city's flow of people shopping center. In addition, because it can be seen and touched in physical stores, users will trust the authenticity of JD's products more, which is also consistent with JD's development strategy. ”

paused, "Especially on electronic products such as major appliances and mobile phones and computers, it is very in line with JD.com's positioning." Jingdong seems to have won some orders for home appliances to go to the countryside across the country. Finally, this piece does not have any conflict with Taobao's publicity, and my cooperation with Taobao is currently all on Weibo, which is what I call a blank. ”

"If it can be promoted in Zeye's physical store, the effect will be good." Liu Qiangdong really didn't expect this, Zhao Zejun mentioned this, and he suddenly realized.

、

As the other party said, for Jingdong, the physical publicity in Zeye Plaza is indeed more advantageous than online publicity, more in line with Jingdong's development strategy, and very consistent with brand characteristics, which is not available in online publicity.

If at the same time in a large number of Zeye Plaza, at the same time to play the brand of Jingdong, even if only in the entrance and exit of Zeye Plaza, pedestrian street, can create a great momentum in a short period of time.

"But will those brand stores say yes?" Liu Qiangdong raised a question.

The invasion of physical stores by the Internet will inevitably have a huge impact on the business of physical stores. The same products can be bought in both physical stores and online stores, and in the case of ensuring the authenticity, it is more convenient on the Internet, and users will of course choose online stores more.

Zhao Zejun smiled: "Of course I won't agree so easily." However, that's the work and effort I need to do, and it's also my dedication to this cooperation, JD doesn't need to worry about it, just look at the results. ”

In fact, Zhao Zejun knows very well in his heart that there will be some opposition in physical stores, but it is by no means as serious as Liu Qiangdong imagined.

A large part of the physical store brands introduced by Zeye are direct sales, and the original factory directly sets up points for sales, and there is not much difference between selling them in physical stores and selling them on the Internet;

In addition, according to the experience of the previous life, the data analysis of Zeye Plaza in this life, and the communication with brand owners, Zhao Zejun personally felt that most well-known brands opened franchise stores and main stores in Zeye Plaza and other stores for the purpose of making money from this store.

Whether it is Zeye Plaza or other well-known commercial entities, the most popular is catering and entertainment, and the real brand stores are basically losing money, and some even no one cares about them at all.

Spending a lot of money, even at the expense of sticking money, to open a store in Zeye is to occupy the market and improve brand awareness and market value.

Online publicity is also another way to improve brand value, and it is a way that many businesses can't ask for.

In the final analysis, the tide of the Internet is mighty, and the real industry wants to rely on blind resistance and avoidance, and learn to bury the ostrich in the crotch of the pants...... Oh no, in the sand, you can only wait for death in the end.

Only acceptance, integration, and promotion are the only way out.

has operated so many Zeye Plazas, Zhao Zejun still has this confidence, and it will not be too troublesome to let the physical store cooperate with JD.com.

"So Mr. Zhao, what do you ask JD to do for you?" Liu Qiangdong asked.

Zhao Zejun seems to have only two conditions, but after such an analysis, it can be clearly realized that the effect is much better than the three he proposed at the beginning.

In the same way, what Zhao Zejun needs to get must be more than a few points of Jingdong shares.

"Two things."

Zhao Zejun said unhurriedly: "First, it is the equity requirement. I don't care what the valuation of JD is in the next round of financing, I want five points of shares, and I don't care who these five points come from. In short, Jingdong wants to hand over five points to me, which is the sincerity that Jingdong took out. ”

"Yes." Liu Qiangdong agreed without hesitation.

"In addition, if Taobao is dissatisfied with our cooperation, resulting in a major loss to my cooperation with Taobao, I need JD to compensate for this. Specifically, I participated in the next round of financing for JD.com, and invested according to JD.com's current valuation. ”

This time, Liu Qiangdong thought for a moment, and finally nodded. If you want to raise money next, Zelianke is a very good partner to cooperate with, as long as the other party can pay according to the market price, Jingdong's interests will not be infringed by nature.

"Second ......" Zhao Zejun said word by word: "Jingdong does not have its own payment platform, has been using Alipay, I need Zepay to fully replace Alipay, become the only payment software on JD.com." At least for three years, the only payment platform. ”

"This is ......" Liu Qiangdong didn't agree immediately, his brows furrowed a little.

Whichever payment platform is used, the benefits are the same for JD.com. However, the sudden change of payment software will affect the user's usage habits and experience.

In addition, one more payment platform, users have more choices, which is also a better service to users.

JD.com's trump card is to give customers the best products and the best service.

"Isn't it okay to coexist? JD.com can put Zepay in the first place, and even guide customers to use Zepay as much as possible. Liu Qiangdong said.

"Nope."

Zhao Zejun shook his head directly and said: "The power of inertia is huge, and with Alipay, users will still habitually use Alipay." Mr. Liu, although changing the payment platform will have a certain negative impact, as far as I know, a large number of JD.com users are accustomed to the way of cash on delivery, and the impact will not be too great. Moreover, Alipay's handling fee has probably always been a headache for JD.com, Zepay's handling fee, during the period of becoming JD's exclusive payment platform, I can only charge 30% of Alipay. ”

Alipay's handling fees and service fees are high, and users can't notice it, but the partners are too clear, and it's so high that it hurts. Don't look at the income of large enterprises in billions and tens of billions at every turn, but the real net profit is not high, especially for e-commerce platforms like JD.com, which pay the service fee of the platform and take away a lot of profits.

However, the technology is mature, the service is good, and the market share is large.

Liu Qiangdong pondered for a moment and said, "If Zepay can provide the same level of service quality as Alipay, I agree." ”

"There was nothing wrong with that. I dare not say that the user experience, security and service of Zepay are necessarily better than Alipay, but they will never be worse. Zhao Zejun smiled slightly.

Since the establishment of Zelianke, for several years, Zepay has been going all out to do one thing: practicing internal skills.

Gave up market competition, put all manpower and material resources, all invested in the construction of Zepay itself, a few years later, Zepay has been imitated, learned, into maturity, in some aspects even ahead of Alipay.

This can be proved from the feedback of Zeyue and the good game platform, a large number of user surveys, data analysis, all show that in the case of fair competition and free choice, users are actually more inclined to use Zepay.

Ten years of sharpening a sword, Zepay's sword, with the help of Zhao Zejun's prophet, has been honed for five years, and it is time to unsheath.