Electricity Providers "Gangsters" Spell More: Overnight Rise To Break The Top Two Hegemony Pattern

The word "bandit" looks very negative, but on the positive side, it may be the most suitable word to describe the 1st Anniversary most listed companies in July 26th.

In the era of Alibaba and Jingdong rising, almost everyone thought that the traffic bonus of the electricity supplier was close to the end. Everyone was ready for the long term two strong contending. But at this point, more and more night rise, the bandits like new business enterprises broke the pattern of the two powers sharing the world.

And the leader of the business bandits is a low-key homespun man who even feels a little bit of Zhejiang, Huang Zheng. Wearing a low profile and rarely appearing in the media, Huang Zheng is actually a "ruthless" role, which has long been recognized by Duan Yongping, a well-known talent and investment genius. In 2006, at the dinner with Buffett, besides carrying his own son, Duan Yongping also brought Huang Zheng, more than 20 years old.

Wang Xing, the founder of the US regiment, has a high opinion of Huang Zheng. He said not long ago that in the next few years, it would be wonderful to see how the two very smart people of Huang Zhenghe Jiang Fan / Tmall, Taobao, compete. "In such a summer, he came by himself!" A media man, Huang Zheng, met in Jinbao Street, Beijing. Huang Zheng, wearing long sleeved shirt and trousers, came to the heat from the Wangfujing 1.5 kilometers away. Even if I had heard about it earlier, the media man was amazed at Huang Zheng. Everyone knows that Huang Zheng is a well deserved "key player" who holds 44.6% stake and 89% of the voting rights.

In the eyes of his employees and outsiders, Huang Zheng, a shoulder bag, taxi driver, high speed rail, not buying a house, and no private jet, is a learning tyrant without strong desire. But he is a ruthless role in the business field, which is full of desire and old hot business means, because he has driven hundreds of millions of people's consumption desire. Huang Zheng said in a media interview before that "consumption upgrading is not to let Shanghai people go to Parisian life, but to let Anhui people in Anqing have kitchen paper and good fruit to eat".

When someone in my circle of friends asked me to help me to bargain for a lot of money, I despised him. I didn't want people to misunderstand that I lived outside the five rings. When friends and relatives used a lot, I laughed at him. I didn't spell too many users. When someone recommended me to download it, I refused him. I recognized it as low price and inferior quality; when someone gave me a mobile data line with three pieces of wallet, I downloaded it, and I became a user of it. Huang Zheng and his many spells are such a step by step to "draw" hundreds of millions of users, from rural areas to cities. "Huang Zheng's business is still more suitable for human nature." Micro-blog big V, scholar Zhang Bairen commented.

In an unknown and controversial voice, there were 443 million users and more than 5000 employees. Last year, the total amount of GMV was 471 billion 600 million yuan. But this is a far cry from Huang Zheng's "Costco+ Disney" (Note: Costco is the largest chain member storage store in the US). When he talked about competition with other peers, he said, "this is just the beginning." How much electricity must be given to the big business people?

They are willing to spend time playing.

A typical multi user day from Shanxi is: three hours in the morning, in the middle and in the evening, she will open up a lot of APP. She needs to water the trees planted in the "many orchards". These three periods can bring water drops.

In the process of territorial waters, there are lots of tips. You can get extra bonus if you browse the merchandise for 1 minutes. If she hits in, she will see if she is interested, not necessarily buying it. But this click has been spelled out with lots of big data. In the process of pushing, lots of products will be recommended according to her habit of clicking.

During the watering process, the top right-hand corner of many orchards suggests that there will be a "mad rush" campaign today. If you click on it, you can haggle to get the balance car and cell phone free. She chooses the mobile phone that you are interested in, and sends it to the WeChat group, which is built with friends and relatives.

It's hard to understand why people who are in a second tier city have so many people willing to spend so much time pumping out the prizes that they may not get enough to share the links that might disturb others. Dada, co-founder, said that most consumers still have time in reality.

In fact, from the rise to the "soaring", many rely on social networking. This is an electronic business mode that has already been flooded, but it is still the main weapon to compete with Alibaba and Jingdong.

In October last year, the above Shanxi multiplayer told reporters that almost all the village people were fighting for more red envelopes and fruit trees every day. And in July this year, they were still playing tirelessly, and some even knocked the door of their neighbours at 12 o'clock in the middle of the night, so that neighbors could help point the red envelope link.

Whether it's a red envelope or a game, the ultimate goal is to let users shop. After the fruit trees are ripe in many orchards, users can get real fruit. But if we want to speed up the growth of fruit trees, we need to fertilize them, and fertilizers can be bought through many shopping malls. As a result, many users are guided to complete the first purchase.

This project, which has been used to attract users, has achieved breakeven. This is the fact that in June this year, a lot of vice president told the Economic Observer newspaper that a lot of orchards sent out nearly 2 million pounds of fruit a day free of charge, all of which were paid more by spelling.

In this regard, dada explained, "business logic is reasonable, your users here, you must have the opportunity to sell, as long as there are good scenarios, can combine the two aspects, and naturally sell the goods." A lot of data collected in the first quarter of this year show that the number of live users is 443 million, and that of monthly users is 290 million. QuestMo-bile data show that in July this year, the number of daily users was 130 million.

At present, many core users are still sinking in the area, which is regarded as a weak purchasing power by the outside world. Dada explained that the proportion of users in the second tier cities has been rising, but "in fact, we rarely pay attention to this."

And the top executives said, "we are shopping under social scenes, providing people first and what users like." In recent years, a lot of research has also been done on travel, live broadcast and other methods of play, but it turns out that many users still like watering trees, like to play a lot of love to eliminate, so give up.

Recently, this year, around the existing users, spelled out a lot of ways to raise the unit price. This is also the premise of establishing social stickiness.

IPhone crazy subsidy war

During the 618 period of this year, a lot of efforts were made to promote sales. The price of iPhone is the biggest, and the biggest difference is 2811 yuan cheaper than Apple's official website, and no time limit, no panic buying, mass sale.

Sellers who have other platforms see business opportunities, do not deliver their products after selling iPhone at a higher price at their own platforms, and then send them from multiple orders. Later, many businesses had to inform the merchants to put a lot of signs on the packaging boxes.

This crazy price cut has been laughed by the outside world. This year, only a lot of work is done, and 618 is seriously done.

Much more is spent on this 618 investment. Why do you dare to spend so much money? "This is a good thing to do from a commercial point of view or from a user's mind," a senior executive told reporters. "For example, a lot of subsidy is 1 hundred million. Taobao, Tmall and Jingdong want to have a price with us. It has at least 2 billion subsidy, right?" We can see that it will not drop. "

A lot of business logic lies in the fact that Ali and Jingdong have already established the trust of high priced commodity brands. If the same subsidy, there are too many people to buy and can not afford subsidies. This kind of user awareness has not been established so much that it can be used in a small way. This completely subverts the classical theory of business schools, and the ultimate commercial competition is the price war. The big companies destroy the small companies through the price strategy. Huang Zheng is doing the opposite thing in this matter.

The 618 project is the most important thing to do with the whole company. To this end, a lot of special projects have been set up to transfer elite from other departments to fight this battle. For new businesses, it is customary to adjust the old employees' reorganization. If the new business can continue, the project team will keep it up. If not, it will split up and go back to its original position.

For the 618 project group, the assessment requirement of dada is: it can enhance users' trust in spelling.

For this effect, the top executives think that they are "very good", so that people who don't believe in buying such things before, especially those who are active digital 3C fans, feel that they are really fragrant after buying.

Subsidies for high priced goods will be done for a long time. In addition to Apple mobile phones, many companies are also working with other high-end mobile phone brands.

Behind the subsidy is the desire to increase the price per user. In the first quarter of this year, the number of users increased from 300 million to 443 million, and the annual user price increased from 673 yuan last year to 1257 yuan. But compared with Jingdong and Ali, the amount of consumer spending is still far behind. In the first quarter of this year, the figures released by Ali were that the average annual consumption of users was 8715 yuan, and the figures released by Jingdong last year were 5498 yuan. "Our users spend only one thousand yuan a year on their spells, and the average consumer should spend more than 10000 yuan a year." Dada thinks, this shows that the current spelling is only a part of user needs, and is a small part. If it can not be solved, it will become a big bottleneck. "It doesn't have to sell 9 pieces of 9 packages, but really good products that can meet users' needs and have high cost performance. This year, we are constantly searching for such things. " "If he even dares to buy ten thousand yuan of cell phones, he can buy more than a few hundred dollars," dada said.

Not another Ali.

In July 26th last year, a lot of shares were listed in the United States, and the market value was more than 33 billion 200 million dollars. Cao Sheng, founder of grayscale cognitive society, told reporters that Wall Street was optimistic at the time. It was optimistic that it could make more copies of Taobao and copy Taobao and Tmall.

In July 2019, dada told the Economic Observer newspaper more than three times: "we are not another Ali." In March this year, Huang also told investment banking analysts at the earnings call conference that he would not do anything similar to Tmall mall.

"In fact, this road is very obvious, you are on someone else's track, the other side of your money is dozens of times, hundreds of times, the other party's resources are dozens of times, hundreds of times, or even thousands of times, then you must spell, you may be more likely to die." Dada told reporters.

What do you want to do without Taobao and Tmall? At the beginning of this year, a lot of efforts were put into the upstream of the supply chain, and intensive agricultural product upgrades and factory building plans were launched.

In June this year, reporters in Yunnan saw Uligi, a worker who had done a lot of work on agricultural products. He spent 3 months in Qiu Bei, a poor county. His dark skin was the same as that of the locals. Uligi is responsible for signing contracts with local farmers to find a lot of store managers to deliver the Saussurea involucrata directly from the local stores. This model can sell the average price of jellies per catty of 10 yuan per kilogram in the Beijing vegetable market at a price of 3 yuan per catty.

So far, many new farmers have been trained to sell their produce at low prices in more than 60 thousand places of origin.

Huang Zheng is also looking at the upstream of the supply chain. He said in a forum at the beginning of the year that he spent a lot of time looking at places beyond the super cities. "Seeing many producers, producers, consumers in different regions", "the feeling is quite strong. There are huge differences in these places."

One of the differences that he feels is that Chinese manufacturers are making foreign brands, but money is mainly made by brand dealers. He thinks this allocation is a bit wrong. "In the mobile Internet era, it is possible to use new ways to promote the production of different brand names in the new era".

Wei Li, a supplier of glass products in Anhui, is responsible for the new brand operation mode of the factory. Deli is fighting a lot of on-line flagship store of its own brand, first on-line 1000 products, through one yuan spike kill channel trial and error. After receiving the users, they collect more user evaluations and give feedback to deli.

Through big data, deli according to the proportion of user demand, separately customized bigger, thicker and other glassware which was not produced before, and completed the sale on line. Deli is China's largest manufacturer of glassware, formerly a foundry. In January this year, when the company settled in a large number of games, the Delhi record was selling 20 thousand private brand red wine cups on a single day.

Many factories are now being assembled in 500 factories. Commodities are mainly made up of daily necessities, including glass products, paper towels and pan.

After going upstream, the ability to define more and more has increased. In last year's listed prospectus, Huang Zheng said that many new ways of shopping were set up. But when describing this new model, the words he uses are very difficult for ordinary people to see, "the new space of the integration of network virtual space and the real world".

In April this year, Huang's latest shareholders' letter was clear, and he defined a lot of new businesses as new businesses in the new era. His new explanation is that he tries to understand the temperature of people behind each click, trying to converge homogeneous demand through human and human connections and trust.

People oriented social attributes are different from other businesses.

Huang Zheng's young guards

One year after listing, the competition in the electricity supplier industry is fierce. After dada fought several battles, the most satisfactory thing was the whole team's state. "Fighting spirit is very high, which is very rare."

A lot of start-up teams are not the same as young people in general venture companies. They are all veterans who have founded several companies together.

Dada, 8 years old, is not the oldest employee who has been fighting for many years. It has been 12 years. "We have been together for less than 35 years, and it has been more than ten years." These start-ups are still fighting a lot, dada said, and they trust each other.

Now we have more than 5000 employees, more young people, the average age is 26 years old, the middle-level cadres also have a preference for young people who have been trained internally, and Guan Peisheng, who has been in the office for two or three years, has managed hundreds of people. Dada said that through the war this year, many "talents" were discovered.

This is Huang Zheng's "close guard" who killed the Quartet. It's easy to be inspired and to be fearless and enthusiastic. Dada's assessment of employees is: work hard, and many people will be encouraged by this atmosphere.

The young team with strong offensive, Challenger and bandits will inevitably bring great challenges to management. It seems that Huang Zheng, an introverted character, is also a ruthless character in this regard, which is also a guarantee for fighting effectiveness.

For staff management, a lot of competition is relatively strict. A lot of fighting power may originate from the strong sense of rules of the team.

Huang Zheng attached great importance to the rules. The above said many senior executives said, "we allow free discussion, but the value that the management agrees with is that once a thing becomes a rule, everyone must abide by the rules".

A lot of staff told reporters that the rules are very strong, such as eating this trivial matter, the company has a fixed ordering room, employees need to take away at a fixed time. If employees do not receive timely, resulting in waste, they may be punished. But the employee admitted that these rules were told to everyone in advance, and gradually everyone respected the rules.

For those who do not obey the rules, punishment is also very strict. In recent years, a lot of internal bulletin boards are all things that may seem trivial to the outside world. Many employees have rented subsidies. If they are privately traded in the process of renting, they will be dismissed and never hired.

Huang Zheng himself attached great importance to the rules. The above said many senior executives said, "it's hard for you to imagine that if an employee forgot to punch a card, he might finally apply to Huang Zheng." Huang Zheng now does not control the company's specific business and let go of senior executives. But once a violation of the company's values is made, he must find out who he is.

The rules were shaped when the company was founded. A group of entrepreneurs who started business many times imagined problems that might arise after the establishment of the company. But there's nothing new in the sun, but it's basically not very complicated. The above said many senior executives.

Some people regard this sense of rule as a harsh one, and dada does not agree with it. He thought that the outside world misunderstood many spells, "we have strict places, and we also have tolerance." The strict thing is that because our platform is fighting, we have very high requirements for execution. Tolerance is that if you go to war, if we hang up or something happens, we will not let you carry the pot back. "

As a co founder, dada is responsible for investment promotion. He allowed his subordinates to challenge themselves, "sometimes they would be very noisy in business." for the result, "listen to it or listen to it, or try it first. If you are wrong, then you should be blamed for me for two months. If you are right, you can also talk about me for two months.

A lot of executives have no special treatment in the company's office environment. In addition to Huang Zheng's independent office because of the need to meet, all the others are working in a unified open lattice.

There is no CEO meeting, no weekly meetings or monthly meetings. What communication problems do you need to solve on the spot, and the number of employees has risen from 1000 to more than 5000. "This company is very interesting, and its consciousness is different from other companies." many of the top executives said that a lot of messy things are affecting efficiency.

No end of the fake

In July 12th, when reporters arrived at the headquarters of many companies, the security guard at the entrance of the building blocked everyone who didn't have a chest tag and asked, "are you a businessman?" In this building, there are always a steady stream of merchants to fight a lot of trouble. A lot of conflicts between businesses and businesses lie in a penalty of ten. Once verified, a lot of penalties will be imposed, and 10 times the penalty will be blamed for making a lot of trouble.

Last year, before the "Duzi" storm, a lot of companies had been fighting hard for sale and holiday. The chairman of Kerry Logistics, Yang Rongwen, was an independent director. He worked in the draconian law country, Singapore, and served as Minister of information and industry and foreign minister, and used strict law to control the selling of platform.

But the outside world's doubts about it are far from being settled.

Dada is dealing most with businesses, and is also the biggest trouble for businesses. At a very serious moment, dada's door was splashed with red paint. But he said, "these are the costs we pay when we grow up."

Last year's listing was a starting point for unexpected events. In July 2018, soon after the launch, the Internet was widely circulated to raise the number of fake counterfeit goods. The above many senior executives said that this incident had great impact on spelling, and "at least 3 years."

In 2018, we concentrated more on investigating fake products, closing more than 6 suspected businesses, and blocking more than 30 million merchandise links. Huang Zheng said in the first quarter of 2019 earnings call conference that in order to further reduce the number of fake and infringing products, 500 employees will be on the product quality team this year.

But many spells are still being criticized by the outside world. Cao Sheng, the founder of grayscale cognitive society, told reporters that a lot of spelling is still in the outbreak stage of negative word-of-mouth, and there is still a problem of user cognition and management. "Many people in the five rings still do not trust in their bones."

In April of this year, dada admitted that platform governance was the biggest problem facing many times. He declared that a large number of manpower should be deployed to do manual inspections, set up Shanzhai words and phrases, and crack down on "brand name" phenomenon.

In July, he told reporters that he was much better. "From attitude, monitoring and means, we have grown much more than before." In the future, we must win this thing, at least now is not a major contradiction in the development of a lot.

What are the main contradictions that we are facing now? Dada believes that meeting the needs of consumers will become a big bottleneck. "Only a small part of it is satisfied now."

He once again mentioned Huang Zheng's remark that "if our team wakes up in trouble, it will never be due to fluctuations in stock prices, but only because of the ignorance of consumers' changes and the dissatisfaction and discarding of consumers." The "bandits" like fighting spirit has ushered in the rise of many times. It has also created the label of low-grade, earth and fake goods in the impression of the outside world. From Huang Zheng's past several times, the brand leader could see the anxiety of brand positioning before he spelled too much. But in any case, the electricity supplier entered the era of the three giants. Huang Zheng has broken the pattern. As one of the people in the electricity market, many of the 1st Anniversary listed companies have become more and more clear about how to define themselves. Economic Observer