Leaders of relevant departments will interview the five websites that fought fiercely in the price war in April and will investigate the problems that occurred in the e-commerce price war.
As soon as this signal came out, everyone was confused.
Five families? Is it actually five families?
Suning, Tmall, Tmall, who else? Who else?
Oh, Amazon, it hasn’t closed down in China yet.
Hey, Vipshop, does it dare to join such a battle?
On April 25, the smoke of the e-commerce price war still lingered on the Internet, but five websites quickly removed relevant pages and shopping guide information. On this morning, Zhang Jindong arrived in Beijing for an interview.
This interview was with five families.
When Zhang Jindong walked into the conference room, he saw Shen Ya, the head of Vipshop, and Wang Hanhua, the president of Amazon China, already sitting upright.
Just as he was saying hello, the other two parties happened to come together.
Tmall’s Vice President Tang Yanhai is here, and Tesco’s Executive Vice President Sun Qi is here.
Zhang Jindong's expression changed slightly. He thought he could see Ma Ren or Zhang Yong, Fang Zhuo or Su Wei, but he didn't expect that they all just sent a vice president to get through the matter. He felt a little unfair.
But what made him even more dissatisfied was what happened later. According to the confession of Sun Qi, Vice President of Tesco, Tesco had to participate in this price war in the face of the scale expansion named by Suning...
Zhang Jindong sounds familiar. These are the words he used in front of the media before!
But he couldn't have a seizure either.
The timeline is actually quite clear. Suning preheated in mid-March and started going online in April. The physical evidence is all there, and the witnesses include various business tycoons who attended the meeting at the end of last month...
Therefore, this is an e-commerce price war initiated by Suning, with active participation by Tesco and Tmall, and a lively e-commerce price war between Vipshop and Amazon.
The more Zhang Jindong listened, the angrier he became. He had just ordered the same prices offline and online a few days ago, and had just made up his mind to promote Suning's reform. Now he suddenly stopped playing? If he doesn't play, he won't play. The blame is still on his head. Already?
But he could only hold the meeting in silence.
No matter what, this price war still exposed Suning to many problems, and the integration of offline and online is also an issue that still needs reform. However, when external pressure decreases, it may need to be more diligent to promote it.
The meeting lasted for a day, with a brief lunch in the middle. The meeting mainly talked about stable market order, good business competition, and the investigation of whether there were "suspected fabrication of original prices and defrauding consumers" and other issues this month.
At five o'clock in the afternoon, Sun Qi, executive vice president of e-commerce, showed his attitude.
"We, Tesco, are willing to actively cooperate with the investigation of the incident, but overall, Tesco has strictly fulfilled its promotional commitments such as double compensation and other promotion commitments. There may be some management flaws in the execution of objective promotional activities, and we will actively rectify them according to relevant requirements. .”
"As a well-known domestic e-commerce brand, Tesco has always adhered to law-abiding operations, based on integrity, and focused on fulfilling its commitments to consumers. We will continue to work hard to promote the healthy development of the industry and create an orderly development environment."
Sun Qi is serious.
At this last moment, Zhang Jindong still said something negative: "Is this the manuscript Mr. Fang wrote for you?"
There was a chuckle in the conference room.
"This is Mr. Fang's request to us. What Tesco has always insisted on is long-term value." Sun Qi was very calm and spoke again, "If Suning and Tmall hadn't wanted to 'just do Yike', they wouldn't have There’s going to be a hustle and bustle this month.”
Zhang Jindong was quite resentful. It seemed that it was really difficult to do Yike, and Tmall was also a success.
The interview meeting ended in an atmosphere of "accept the investigation, respect the results, and actively improve".
The whole day today was mainly about the drama between Suning, Tmall and Tesco. Amazon and Vipshop were protecting their status as companions in the price war. Wang Hanhua even heard criticism from his leaders like "Why are you getting involved?"
Yeah, what are we mixing in?
However, Tesco and Alibaba are developing so fast that it is impossible not to get involved.
Wang Hanhua had no sense of presence. When he walked to the parking lot, he saw that Suning, Tmall, and Tesco had all left, and he saw Shen Ya from Vipshop.
He couldn't help but sigh: "Hey, Mr. Shen, e-commerce is not easy to deal with. If I had known better, I wouldn't have bothered so much."
Shen Ya blinked and just smiled at the complaining Mr. Wang.
Wang Hanhua saw Mr. Shen's lack of response and could understand that he was as helpless as himself in this situation.
However, just when Wang Hanhua was considering whether to really resign from Amazon, two days later, official news came out from Vipshop that it would issue additional shares and introduce Penguin as its second largest shareholder.
In other words, after witnessing an e-commerce attempt to superimpose communication traffic, Vipshop and Penguin each took what they needed and quickly and informally reached an intention to cooperate.
Only at this moment did Wang Hanhua understand the meaning of Shen Ya's smile he saw in the capital before...
Vipshop also gained something else from the price war.
On April 30, Amazon China issued an announcement approving President Wang Hanhua’s resignation application due to personal reasons.
In a price war, first Vipshop and Penguin got married, and then Amazon China changed its head, and these two companies just came to join in the fun.
On the same last day of April, Ma Chen participated in Tmall’s internal review meeting.
President Zhang Yong mentioned Penguin’s investment in Vipshop.
"Penguins still have their thoughts on e-commerce. Paipai.com has become obsolete, and Li Guoqing's Dangtuan.com is also a mess. I'm afraid they need to change their thinking." Ma Chen said with a smile, "Penguin's Liu Chiping is not doing this. As an investor, you found that you couldn’t do it, so you used traffic and funds to increase your impact in disguise?”
He was just making random guesses.
Zhang Yong suddenly felt that it made sense, and he knew it. Penguin didn't want to do e-commerce himself, but he couldn't do it no matter what. Now that he saw the power of Yigou + Yixin, he wanted to use traffic to empower Vipshop. ?
This matter and the possible changes in this strategic thinking are worth noting.
However, what attracted the most attention at first was the new marketing methods of Yigou and Yixin.
Tmall's long-planned Electrical Appliances Festival took advantage of Suning's initiative, and the situation was pretty good. Unexpectedly, Tmall was slapped with such a - according to Mr. Ma, such a great nine-yang magic...
...I really vomited a lot of blood!
"The model of e-commerce that mobilizes social traffic to negotiate prices is surprisingly effective." Zhang Yong looked solemn. "If they form a mechanism in the future and follow the development trend of e-commerce, it will be terrible."
Even if it is Zhang Yong, his scalp is numb when he thinks of the development of Yixin that has swept the communications market.
If this were the case, it would be better to just hope that the Penguins would defeat Yike.
"Price is one of the most important factors in e-commerce. This kind of marketing and attracting new customers is really powerful." Ma Chen agreed with this emphasis, but also said, "However, I have been thinking about it in the past few days, and Yike should not be too
presumptuous."
He continued: "Not everyone uses Tesco. In terms of the number of users, our user scale is larger. Tesco uses Yixin. Even if 30 people can successfully bargain, one person will get a discount, and the other 30 will be able to bargain."
What does the individual gain?”
"These 30 people will be heavy users of Tesco, but the majority will be light users or new users who have just been asked to register. It can be done once, twice, three or four times. How do you think a larger proportion of users will feel?
?”
To put it crudely, one person loses weight by losing thirty people.
What's more, Yi Xin can't just sit back and relax, the penguins are still watching him.
If Yixin's users have been used in this way, Penguin will suddenly put out a "no sharing and bargaining" banner, and maybe it will be able to attract a group of users back.
Dai Shan, one of the Eighteen Arhats, nodded: "If users open their mobile phones every day and always see news about bargain sales, they will rebel after a long time."
"Judging from Yixin's restraint in advertising, and from the fact that Yixin CEO Zhang Xiaolong has always emphasized, oh yes, and the 'simple beauty' emphasized by Yixin, at least they will not change their strategy easily in the short term."
Ma Ren said with certainty: "The ecosystem of Yike is not so strict. Each company still has its own strategic goals. Yixin is definitely a company whose first goal is to develop the communications market."
After making such a judgment, Zhang Yong breathed a sigh of relief.
If Yigou really uses Yixin to suppress everything, he is really worried that it will be defeated all at once.
Just like when Taobao defeated Paipai.com, it was broken up and Penguin's tentacles in the e-commerce field were cut off.
"Hey, this marketing method of Tesco is really shocking." Ma Yan still sighed, "We can't be too sure. Since Tesco has tasted the benefits this time, there will definitely be many people who will continue to use it. If it doesn't keep doing this
If you want to use it, just use it during our 618 or its own Double Eleven, that would be very troublesome."
On the one hand, this reduces users' resentment because they are fixed promotions. On the other hand, it gives full play to Yixin's traffic advantage every once in a while. What can be done?
Zhang Yong suddenly said: "The gameplay of Yike Department really has a chemical reaction in the company's ecology."
A loose system is also a system, that is, it has a superimposed effect.
"Be wary of Tesco's exploration in the C2C field." Ma Chen shook his head slightly, "Fang Zhuo is unreasonable and unforgiving, and Su Wei is not easy to deal with. It seems that Fang Zhuo is the one who comes forward recently. I don't know what's behind the Iron Lady.
What are you planning again?"
It is said that Fang Zhuo is personally in charge of this month's price war, which is a bit abnormal. Tesco has always been synonymous with the low-key iron lady.
Zhang Yong's brows furrowed and relaxed. No matter what, in more than a month's time it will be his own advantageous home court. It is naturally different from the situation in this B2C field, and the pressure will be much less.
On the first day of May, Fang Zhuo went to Tesco for a meeting as before to listen to the executives’ summary and reflections on the previous month.
Although preparations were made, many problems were revealed in actual implementation, and these all need to be improved.
"Last month's opponents, one company reformed, one company CEO resigned, and one company invested in it, it was really lively." Fang Zhuo listened for a while and smiled, "It's not in vain to bring about these changes in a price war.
It takes a lot of effort.”
Sun Qi nodded and said: "Yes, with the traffic of Penguin, Vipshop may have a period of rapid development, but its categories are very limited, and it will be difficult to catch up. As for Suning... Mr. Zhang is probably moving
To be honest, I haven’t heard of the unification of online and offline prices being revoked.”
"When I came here in the morning, I also said hello to Sina and asked them to help look at Suning's price unification." Fang Zhuo said, "Suning's urgent reform, well, online can't digest it at all. We
Also see if there is anything worth learning from."
Reform, whether it succeeds or fails, can always draw lessons from experience.
Fang Zhuo believes that Suning is prone to problems, and as a friendly businessman, Tesco has a duty to be by its side.
As Mr. Zhang said, the first should be the first. This competition will not pass just because April has passed. There will always be a clear decline of one party.
Sun Qi heard the elegant meaning of Xiange and understood the key points of the collision.
However, apart from fighting with competitors, the most important thing for Tesco is to do a good job in its own business.
After the half-day summary meeting was over, Sun Qi stayed to chat about Yi Xin alone.
Although the outside world found this bargain promotion amazing, internal people were also very shocked.
The effect is really great!
It would be great if I could keep using it like this.
This is what Sun Qi wants to talk about.
"How is that possible? Yi Xin is dead on its own." Fang Zhuo refused with a smile, "What you think is quite beautiful."
Sun Qi thought for a while and tried: "Mr. Fang, maybe I didn't think it through properly. Then I will revise and organize my thoughts and then write a report to Mr. Su and ask her to correct it then."
If you can't do it yourself, it doesn't mean that Mr. Su can't take action.
Fang Zhuo glanced at the veteran and reiterated his position: "This is a matter related to the development of Yixin. Go talk to Zhang Xiaolong. It's impossible to keep using it. Let's see if we can come up with a cooperation plan. I will see it myself later.
of."
He was also afraid that Zhang Xiaolong would be obsessed with him, so he still had to keep a close eye on this.
Now that a knife has been cut like this, everyone can see the potential of a similar approach.
Sun Tongyu thought of using the relationship chain to sink the market. Penguin quickly took a stake in Vipshop, and many media also analyzed this issue.
Even Wu Yunjun, vice president of China Unicom, sent himself a text message, thinking that this was another proof that "mobile Internet is subversive".
However, Mr. Fang believes that the current stage of development is still normal, and the entire e-commerce pie continues to grow. This is enough for Tesco to share. In the future, it will depend on the situation.
At noon, Su Wei, the company's president who had not been here for a few days, appeared at the headquarters.
She greeted her colleagues with a smile on her face. Although it was just a small-scale competitive conflict, she still won the battle after all, and she was happy.
"Hey, why are you here?" Fang Zhuo saw Weiwei walking into the office.
"What? You opened the board of directors and removed my duties? I still can't come to my office?" Su Wei said with a smile.
"You have a good temper." Fang Zhuo snorted, "You'd better get more rest. I think Sun Qi did a good job."
"It's not that expensive." Su Wei subconsciously stroked her belly, "Sitting in the CEO's office, I can be busy at times when I'm tired, and I can be busy at times when I'm free. Anyway, the price war is over, so I'll just go around and fish around, and I won't be tired.
to your own.”
Fang Zhuo leaned back and said, "Let's make an application report. I can't make a one-sided decision, so I'll let the family members vote collectively to see if it works."
"I heard the noise in the study yesterday, and you are pretending to me here." Su Wei smiled half-heartedly, "The trip has been postponed, and the ice core is in a hurry, right?"
"I'm not being pretentious, I'm showing my true feelings." Fang Zhuo muttered, and then said, "Indeed, I have to be busy for a while..."
Su Wei smiled slightly: "I'm going to quote what Zhang Chaoyang said to you. You are the kind of person who should do whatever you want." ()
This chapter has been completed!