Network Lead: in such a capital are red hot, entrepreneurs conceal his excitement of the era of floating Zao, who can eventually become the next breakthrough in e-commerce industry who ? Sina Technology launched the
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the first 14 guests: a new network chief operating officer of Chi Yong Egg letter
Interview Background:
U.S. New Egg Network was founded in 2001, the same year entered the China, started in 2008 has been made in the Chinese market, Jingdong Mall in the 3C market and started battle. But the lack of acclimatization, the localization problem is always to face the problem of foreign-funded enterprises in the electricity business reputation and the coexistence of the bubble in 2011, net new egg replacing the head twice. New Egg network problem? How to face the fierce competition? Egg net new head of China Chi Yong letter gives his answer.
wonderful view:
- Although the new egg replacement twice a year head of China,Automatic door, but in the general direction of China's strategy has not changed, we still 3-year strategy by Zhao the technology, logistics, services and products do a good job. Electricity suppliers that Ji was in the Chinese market, due to the wind Yan investment causing floating and floating Zao, this feature is unique to China, there will be personnel changes are also normal.
- foreign-funded enterprises in China must have the dessert of the past 10 years in the layout of the whole of China, especially in talent strategy, there are many painful experiences, so now we are executives, mid-level priority with local talent. Another response is slow over the last group, released the information needs of public relations headquarters in the United States agree that it's speed is everything the Chinese market, and I have full authority.
- Group of the Chinese market was given the mission, is to do the infrastructure,Automatic door, good management team, market share sooner or later. China's development can not go it alone, take a very smart choice for a strategic partner, we are now in the strategic direction of the next three years, with the rolling method of adjustment. Now executives slept four hours during the day and perform in the evening to discuss with the United States team to deal with this speed.
- new egg will develop the next auto parts, baby products, department stores, clothing and other fields, will try to do marketing and management, will not take the initiative to provoke a price war. Headquarters in China it can not be satisfied with the new eggs, but hope to develop better, we hope to break even within two years.
The following is an interview with Record:
level changes do not affect the strategic direction of the
SAN Tracy: First look at 2011, the year of the new egg There are two CEO changes in the outside world have speculated that China's strategy here is not there some problems?
Chi Yong letters: the first clear look at a cup, we do not have China CEO, CEO of our group only one. In fact there is a high-level changes in the normal, we did not say in the general direction of China's strategic change, we Zhao we established a three-year strategic policy to technology, logistics, product planning to do with the service, we never turn over. And electricity suppliers in the Chinese market in the Ji buy on this, so the wind Yan investment causing floating and floating Zao, so a feature unique to China, in which Ji years. So we just mention the strategic direction has not changed, the team is a normal move.
Sina Technology: You may temporarily the duties of the agent responsible is not looking for a new head.
Chi Yong letter: Chairman of the Board he wanted me to side with at least two years, because I Group Services 8 years, Ji-month plot of this industry began to double, to improve a lot. We believe that the next with my friends, we now plot the annual growth of more than 50 industries, we continue to expand next year in these key strategic partners, as well as do the northern region strategy to promote. I continue to thoroughly implement this strategy.
Sina Technology: Just this time a substantial increase, the reason?
Chi Yong letter: We do not really exercise our large-scale promotion, in fact, the growth is managed with some very basic details of management, from product introduction, stocking, pricing, and internal processes, procedures there is management, which Ji aspects do. Including internal brand management, product began to rise in this industry.
Sina science and technology: the 3C-based electricity supplier, the new egg in the East China region in Shanghai, do very well, probably more people in North China region with Jingdong Mall, the North we like regional development, Jingdong Mall of such an attack?
Chi Yong letter: We did not attack us here have lost a lot of sales out of customers, some of the reasons we reflect that we in the north of the infrastructure is almost time to come, serve more consumers. So we choose the time point in the Northern Development.
Sina science and technology: logistics, including the headquarters here, about how much invested?
Chi Yong letter: We set up a warehouse in Beijing, categories are not enough, will slowly and gradually put, we know more about the spending habits of the northern market, we are better able to service more service northern markets.
Sina science and technology: the investment? Because Liu Qiang Dong said before do not do 10 billion in this area. Class 3C we see more intense competition, in Beijing and electricity suppliers offered to supply the city for the district in the city together, how do you think of this new model appear?
Chi Yong letter: because this time the competition he will have a new competition every day to join, there will be any competition to create new business models. We will keep an eye to his new business model that we feel at this point is concerned, we have also done basic skills first. From the most basic internal process management, product management, marketing, technology platform this done to increase his efforts to regional development, is a technology brand. This is our greatest pursuit to respond to competitive aspects. In addition to 3C are gradually pulled in gross profit, in fact, the expansion of our department stores, such as auto parts, household goods, and these high-margin food that we are doing.
new egg has encountered bottlenecks
Sina science and technology: the more competition you face so much, may Taobao also considered, although we would like to join Taobao Mall They have competition.
Chi Yong letter: We encountered a bottleneck, because the relatively low-key reputation in the past, so in fact, our reputation is high. I believe that we, our customers will like the new egg in the shop.
Sina Technology: International Business in China there is always agitated, not to mention the new egg in addition to face local rivals, as well as foreign companies such as China, the Amazon?
Chi Yong letter: I think the lack of acclimatization, the foreign investment has been acclimatized in the case of China, over the past decade has experienced a lot of bitter experience, the layout of the whole China, especially in human resources strategy, we actually on the do. So here we are all middle-level cadres, we consider the first local executive talent. In fact the strategy has not changed.
Sina science and technology: a painful lesson in this?
Chi Yong letter: In the past the group uses the cluster, all released public relations needs of the United States agree that, anyway, extremely slow, this can not do, that can not do. Now, chairman of the China market, speed is everything in, I have full authority. Appropriate supervision, to rapid growth.
Sina science and technology: we do here, such as a decision-making, but also the need for the U.S. side?
Chi Yong letter: Our new design is better, there are a lot of reflected fast.
Sina Technology: Excellence, Amazon these advanced technologies, or storage, and slowly lead to China. What resources we provide to headquarters?
Chi Yong letter: Headquarters will provide a number of past experience, these experiences do localization, logistics, technology, product management, here is what we do in the transfer here.
development in China is not alone
Sina science and technology: the new U.S. egg market has been doing over there, the Chinese market is what kind of role?
Chi Yong letter: We have been given the whole of China Group's mission is to good infrastructure, good management team, market share is a matter of time, we as a continuous growth, infrastructure, health, given profitable business. This is a U.S. company to our expectations.
in China can not go it alone, take a very smart choice for a strategic partner, play their part to bring their own values and ideas to build big. We believe that value throughout the supply chain is actually a platform, we find a number of strategic partners, these may be plants, could be advertising platform, may be payment platform, we carry out their duties, in a basis of mutual trust and win-win situation, I would like to will do well.
Sina Technology: China Internet world turned 1 year follow-up occurs changes, new eggs will not keep up this pace.
Chi Yong letter: We talk about the strategic direction for three years, we are now using a rolling adjustment, in fact, the market is changing rapidly. Executives to sleep four hours during the day and perform in the evening to discuss the team with the United States, in fact, this fast.
Sina technology: you have confidence in the competition.
Chi Yong letter: We have confidence.
Sina Technology: What the new egg type a key? We will also include as Jingdong, an open platform Taobao Mall to do?
Chi Yong letter: What is the value of the U.S. to our side, technology, logistics, product, experience with management experience, as we have done in the United States platform and a platform for sales, has over $ 1 million . We have more than 300 platforms in the U.S., so in the past, we first focus on Chinese B2C, after moving the platform will do.
Sina science and technology: a new egg in the B2C Taobao flagship store on there, while stationed in Taobao, while their own platform, will have conflict?
Chi Yong letter: We talk with business partners, when in fact, is to do Taobao platform, I think this is a huge market, we actually do should he be in a range of core business to do love to play, so the guests to when he was going to buy a new egg on Taobao, or to buy a new egg Taobao, this choice is actually in the customer himself. The most important of our new egg can do e-commerce retail network, we service with our core competencies so that bit, so more competition in this era of electronic business, I think this is hard to define.
Sina Technology: Next major development in that category?
Chi Yong letter: according to the needs of our customers to develop as auto parts, or baby products, and the department store category, and even the clothes in this regard to this area.
Sina Technology: Is it because of high gross margins?
Chi Yong letter: this is because the customers needs, we hope to meet, customers are young, married and have children, he needs a production supplies, etc., we hope to increase these products and services to our the guests.
new eggs will not take the initiative to provoke a price war
Sina technology: a new egg is Alipay partners, but Jingdong but because taxes are too high to stop cooperation, will not one day, a new egg development is large enough, will stop the cooperation with Alipay?
Chi Yong letter: We believe that in fact, half of a new egg net try to do some basic skills, we believe that suppliers should be mutually beneficial win-win model. In fact, with our vendors to work together to create a mutually beneficial sharing of this model, pay later with the treasure in this respect, I was at the basis of mutual trust, we communicate the profit costs, the price of the exchange rate is reasonable. Rather than forcing people that have to lower the exchange rate, so that we no way to profit, and finally do not have this service.
Sina Technology: price competition in this market will follow it?
Chi Yong letter: more effort to do some marketing and management, we will not take the initiative to stir up this price war.
Sina Technology: Alipay is trying to expand overseas, we cooperate with him this, he was able to get through the headquarters of a new U.S. egg interaction.
Chi Yong letter: In fact, there is the opportunity to create, with the creation of treasure to pay the value of our strategic partners will consider. There are many important supply chain, each supply chain role, everyone to his role very well. Therefore, we believe that more rational or more correct way is to focus on his product factory design, product positioning, brand positioning. Retail Retail him to do a good job, pay at the retail, logistics, we each put their own role-playing is good, the environment healthy. This mode is all win-win.
Sina science and technology: the new headquarters of China is satisfied with the egg?
Chi Yong letter: I hope better, it can not be satisfied with the hope of improving.
Sina science and technology: the future of your new egg is responsible for one or two years, you are to him what kind of industry product, one to two years of profits?
Chi Yong letter: In communication with the Board of Directors, we hope within two years of course, more to achieve this early break, just do not lose money, we want to do this. I am confident.
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