"I'm a little surprised that Qingzi can make Dangtuan.com so popular this time."
On March 10, it was already very late when Fang Zhuo got home. As soon as he walked in, he praised his old friend from far away who asked him to work overtime.
"Why can't he make a big splash? In terms of money, he holds the money from selling himself on Dangdang. In terms of people, he can attract a group of people. In terms of popularity, the group buying market is a good opportunity. In terms of resources, from Penguin
We can get resources." Su Wei was in the living room reviewing the e-commerce speed-up plan that will be launched this month. She smiled and gave the reason after hearing this.
Fang Zhuo clicked his tongue, nodded and said, "That makes sense."
"But you still have a high opinion of Mr. Lei?" Su Wei glanced at him and saw the meaning behind this man's expression.
"The sword is sharpened on the stone, and the person is trained on the matter." Fang Zhuo poured a glass of boiled water, moistened his dry lips, and thought, "Mr. Lei probably didn't experience this when he was in Jinshan before. Just get used to it.
"
"It's easier to learn from bad things than to learn well, right?" Su Wei teased.
"It's about recognizing the complexity in business competition." Fang Zhuo corrected.
He talked about today's situation in a little detail, and then commented: "Mr. Lei wants to radiate key areas in key cities. This is actually correct, but the rice balls are not radiating fast enough, and the radiation process is a bit polite."
Su Wei savored the description "gentle".
She thought about it for a while and gave her own experience: "The so-called radiation is not fast enough is nothing more than insufficient execution, but insufficient execution means unclear strategic thinking. This cannot be blamed on the execution team."
Su Wei looked at the slightly frowned brows of the man in front of her and said again: "I didn't pay too much attention to the cooperation between Yi Ke and Mi Tuan, but from my feeling, one thing that is good about Mr. Lei is that he doesn't have a certain amount of equity.
Seeing how important it is, he kept 15% of the option pool alone, and he was willing to spend money to keep people."
"Since Yike has sent people to lead a team to help this time, in terms of strategy, if you have anything to say, just say it directly, why bother to be secretive?"
Fang Zhuo was slightly stunned: "Am I hiding anything?"
"I've heard you say several times that you don't agree with Mi Tuan's current strategy. At the very least, you're not very satisfied with it. If you have something to say, tell me. If Mr. Lei doesn't accept it, then let's find someone else. Since you're optimistic about the group buying market, then
The goal is to win." Su Wei said calmly, "You said 'people practice on things', then Mr. Lei must also practice on your matter. If you can't practice, it means you haven't met the fate."
She doesn't understand what concerns this man has. It's okay if the competition situation eases. For example, although Taobao and Tesco are both e-commerce companies, they have different subdivisions, so they each develop their own. Competition like group buying is so fierce that they fight high and hold high.
Just kill them.
The old demon Henglong is already here. Why are you hesitating? Just get your troops together and go bold!
Fang Zhuo's thoughts turned and he suddenly smiled and said: "If Mr. Lei is taken down, then I have to thank you."
Su Wei closed her notebook and said calmly: "No problem, I will tell him. Things may succeed or fail, but we will come back next time."
"Wang Fengyi told me that Mr. Lei is very invested in rice dumplings this time." Fang Zhuo shook his head slightly, "It's more than ordinary investment."
"What does Wang Fengyi mean? I admire Mr. Lei very much. Are you afraid that you will kill him?" Su Wei asked.
Fang Zhuo glanced at Teacher Xiao Su and said sincerely: "Many words actually don't have much meaning when spoken, so there is no need to extend them blindly. Since Mr. Lei decisively refuses Ali, the cooperation between us is still extremely smooth."
Su Wei said "hmm". From a purely self-perception point of view, Yi Kebing was strong and strong. As long as this man put aside his worries, the rice dumplings would not be too bad.
She turned the topic to Tesco: "We will upgrade the logistics speed in some domestic markets on the 20th of this month. Does Mr. Fang need any guidance?"
"No, everything depends on Mr. Su's intention." Fang Zhuo said with a smile, "Besides, what I said before has no effect."
He had long talked about speeding up Yishang's traffic, but Su Wei pushed it over and over again, abruptly pushing it from last year to this year, considering the logistics pressure of the Double Eleven and Spring Festival promotions, and the business in March
Smooth and suitable for adjustments.
Su Wei smoothed her hair and said with a smile: "Okay, let's speed up the logistics."
Tesco has completed its logistics speed-up in the first half of the year and will be planning to go public in the second half of the year.
…
On March 11, the third day after the team collapse in the two major cities of Mi Tuan, two of the five mid-level and senior management personnel dispatched by Yike rushed to Pengcheng and Yangcheng to urgently re-support the work system.
On this afternoon, Lei Jun was invited to Hang Lung 23 for a meeting. The discussion was about Mi Tuan’s strategic direction in the market.
Lei Jun probably knows what it means. It may be that Mr. Fang wants to further discuss his thoughts on the group buying strategy.
However, when he was led to the small conference room of Hang Lung 23, he did not see Mr. Fang yet, but he met several senior executives of Yike, including Liu Qiangdong, the president of Yike Huaxia, and Qi He, the vice president of Yike and the head of YMS business.
, Li Songqing, head of Yike Supply Chain, etc.
After a while, Geng Deheng, Fu Xu, and Ling Jisheng, three of the five heroes we met yesterday, also walked in.
When Lei Jun saw this formation, he was suddenly a little flattered.
He was extremely polite and exchanged brief greetings with everyone, and then talked about his views on the future of group buying.
At three o'clock in the afternoon, Fang Zhuo walked into the small conference room filled with people and explained the purpose of the meeting simply and directly.
"Yike invested in Mi Tuan and believes that this market has great potential."
"The online and offline leveraging of the group buying market is conducive to the development of electronic payments. It is an interface that Yipay must pay attention to. Considering the complexity of our competitors, we must take a certain initiative."
Just look at the giant rivals that have also entered the group buying market. Alibaba has e-commerce and Alipay, Penguin has communication traffic and Tenpay, and Baidu has search traffic and Baidu Pay. They have one thing in common, they all have money.
Baidu's payment system is very immature, and its group buying activities have only launched the "Group Buying Navigation" function on Hao123. Although it can be ignored now, it can enter this market in a big way at any time in the future.
Under such competition, for Yike, group buying is just a business extension to compete with giant rivals, but it and Mi Tuan have common interests, which is to gain an upper hand in the competition.
Fang Zhuo only said a few words, but the senior executives each have their own feelings and thoughts. The company focuses on the development of Yipay. If there are opportunities like group buying based on payment interfaces in the future, the same approach may be adopted.
.
"Group buying is relatively new in China. Everyone rushes in with their heads down, but it has only been half a year. We have to brainstorm how to fight and win the battle of Mi Tuan."
Fang Zhuo stated the purpose of the meeting.
The conference room was very quiet. What Mr. Fang said sounded like he was planning a brainstorm on the development of Mi Tuan. Moreover, considering the presence of Geng Deheng, Fu Xu, and Ling Jisheng, it was likely that this would be implemented after the storm.
Several senior executives were spinning their heads.
After a while, Liu Qiangdong took the initiative and said: "Since we are talking about rice dumplings and group buying, although I know some of the situation, I would like to ask Mr. Lei to briefly explain the overall situation."
Lei Jun nodded and immediately started talking. The entire group buying competition situation was in his mind.
At present, this market has more than 300 projects, and the fast-moving websites include Dangtuan, Wowotuan, 24 Coupons, Tuanbao and other websites.
Especially Tuanbao, its domain name registered in China is ahead of Groupon, the originator of foreign countries. The strategy it pursues is "fast but not broken". Both online and offline promotion efforts are very strong. It is said that the cities where the business has been launched have already broken through.
50, and the target within the year is to exceed 100.
Fang Zhuo has always said that Qingzi’s Dangtuanwang is radical, but compared with Tuanbao, it is still conservative. There are currently 29 cities.
As for Mi Tuan, it has established its business system in 5 cities, and including the surrounding cities where it has started to open business points, the total number is 10.
Lei Jun didn't know how much these Yike executives knew about the market situation. He tried his best to talk in detail. He thought that after he finished speaking, there would be a period of quiet thinking, but he didn't expect that as soon as he sat down, he was greeted with questions.
"Since group buying is about cities occupying the market, what are Mi Tuan's principles for setting up urban business?" Liu Qiangdong asked.
Later, he added: "How many cities can this group buying business be opened in? What is the business form? For group buying operations, is it possible to open it in small counties?"
Lei Jun pondered, organizing the content of his answer.
Qi He, the person in charge of YMS, did not wait for Mr. Lei to speak, but also spoke: "Competition in the group buying industry is interesting. Whether it is active or passive, whether it is Mr. Lei's Rice Group or Mr. Li's Dang Group, they must be on top of Kaicheng.
Make a choice, whether to drive to Shanghai or Yangcheng, whether to move to the second tier or lower, and how many are appropriate."
"These need to be sorted out. How many cities does Mi Tuan want to open?" Li Songqing, head of supply chain, also asked.
"We are actually looking at how many cities are suitable as we go. We are calculating as we go." Lei Junxian answered a question honestly.
But his answer did not surprise Liu Qiangdong and others. The group buying market has only been popular for half a year, and the form, development, and competition are all being explored. I believe that this kind of open-and-read approach is the true situation of most group buying projects at present.
"Big cities, second- and third-tier cities, small cities." Liu Qiangdong spoke quickly and thought quickly, "It's so rough, but actually how many cities Mi Tuan opens is a strategic issue, and it depends on the head.
The strategy still needs to be all-in and all-out.”
"The market in small cities is relatively easy to compete for. As long as we are willing to invest resources, our resources and funds can try to compete for more cities." Lei Jun said after considering.
At present, Mi Tuan is working on its head, but he has taken into account the actions of its opponents. In particular, Tuan Bao's strategy this year is so radical, which makes the market more optimistic about it. Therefore, can Mi Tuan also start with smaller companies that have never been conquered?
Start with the city?
A group of people discussed the number of cities and the difference between large and small cities.
There are many merchants and users in big cities, so it is difficult to seize them all, and it is easy to pull back. However, small cities have fewer merchants and users, so it is easier to monopolize them and defeat other opponents.
To put it simply, small cities have limited living space, and winning means the difference between life and death. Big cities have a lot of space. Even if they win 70%, they will still leave 30% to their opponents. This 30% may be the foundation for their resurgence.
Fang Zhuo didn't say much. When the key points of the opinions in the conference room gradually became apparent, he thought about it and asked the question: "What do you think is the winning factor in this group purchase?"
Liu Qiangdong replied without hesitation: "Although there are 300 projects in this market, only a few will have a sense of presence. In the end, it is nothing more than a comparison of size and financial status."
"Size and finance within a few years?" Fang Zhuo looked for a time limit.
Lei Jun answered this question: "One group will die this year, and then we will gather together to fight for another group next year. The outline of the market within two years will definitely be clear."
If the scale and finance cannot be listed within two years and continue to exist, 99% of the projects will die, and if they want to be listed, 9% of the projects will not be able to do so.
Li Songqing from the supply chain was somewhat interested in Mr. Lei's time and asked emphatically.
Lei Jun explained the logic of his judgment.
Fang Zhuo listened and combined the answers he received with the previous discussion: "Since the competition is about volume, big cities must not give up. How many tail cities can one Shanghai city compare with? Once there is a project within two years,
If someone dies in this process, their first reaction is to shut down the city and close the business, and they will naturally withdraw from the tail cities."
Group buying has opened a magic box for money-burning users. This is a cruel process that is irreversible until almost everyone is dead.
"There is another comparison with finance. Isn't it about who can lose less? With the same size, the smaller the loss, the better the survival." Fang Zhuo said, "There must be a choice between cities, otherwise, we will blindly pursue the number of cities.
, tail cities will consume a lot of management and capital costs, creating a vicious cycle."
Liu Qiangdong and Lei Jun were the first to understand what Mr. Fang meant. Comparing size and finance within 2 years was the same as the number of cities opened.
A simple head-first strategy will not work, nor will pursuing a comprehensive city scramble.
This requires a balance between maintaining the number of cities to accumulate the size of the company, and also making choices to cut off the attractive tail cities that occupy management and capital costs.
"We discussed yesterday and believed that the domestic city business can be opened to more than 300, but now it seems..." Lei Jun talked about the internal discussions within Mi Tuan.
Liu Qiangdong glanced at Mr. Fang, ran through the data in his mind, and estimated: "I feel that if we open around 100 stores within 2 years, this number should be enough to maintain competitiveness and optimize the financial situation."
"Well, the actual urban business management level needs to be trained. This is very important. As the management width increases, your input-output ratio will become lower, and your financial level will also become lower." Fang Zhuo said slowly, "100
cities, this number can be temporarily studied and verified, and we will first use this target to promote projects and allocate resources."
Qi He from YMS suddenly said: "Mr. Fang, the group buying market has just started, and the management level of each company is not very good. I think Mi Tuan should immediately advocate a comprehensive city strategy and announce the 300 city plan to the outside world.
If the net is willing to run fast and the Dangtuan net is willing to run fast, then add some fire."
There are too many cities, and the management level is not in place. It is like stretching a rubber band, and it may collapse first.
Fang Zhuo made no sound.
But Liu Qiangdong, Li Songqing and others all clapped their hands and praised it. It's so good. The group buying market is in chaos. Let's start with a strategic deception and wait for the opponent to lay it out. If we really encounter problems, we will still face the dilemma of choice. After all, this is a city that we have conquered with hard work.
"This still needs to be judged by Mr. Lei. We are just giving you ideas today." Fang Zhuo looked at Lei Jun, "Whether this idea is right or not, it is Mr. Lei who has the final say."
Lei Jun blinked, everyone was of high level, had good ideas, and helped Mi Tuan a lot, so there was nothing to hesitate about.
Take 100 cities, promote 300 cities, compare the size with weak and small projects, and compare the finance with projects of the same level.
Coupled with Mr. Fang's sharp skills, why worry about the big plan failing?
