Huang Zheng Talks About A Lot Of Strategic Priorities.

In 2017, when it was not a lot of attention, Huang wrote two articles about supply and demand. One is called "capitalism upside down". It is called "a little more market, or a little more planning". The two articles mentioned the same view:

"To fundamentally change the supply side, we must first change the demand side, and demand side is the key to pulling the supply side reform."

Huang Zheng put his thoughts on a lot of things.

We can see that in the face of a number of major development problems, he used "to pform supply chain through demand" to answer.

In April, the reporter asked Huang Zheng, what are the strategic priorities?

Huang Zheng said:

"Supply chain upgrading will be our strategic focus for a long time.

The final mode is to make mass production in the upstream, but we are too weak to invest in the upstream and the whole industry chain. "

In July, in the open letter before the listing, Huang Zheng mentioned that a lot of future needs to be a combination of "Costco" and "Disney".

After listing, faced with the challenge of fake products and Shanzhai, he said that he would not make Tmall models, but would upgrade products through the supply chain pformation.

Half a year ago, we questioned the ridicule of a lot of Shanzhai goods and low price strategy. After six months, we cooled down and looked at this development mode. We could see that it was building a new business system different from Ali, calm and resolute.

Multi product upgrading

Huang Zheng is somewhat repellent.

Upgrading, "he said," upgrading is the perspective of a crowd in the five rings. "

But a lot of things are really upgrading. It's just that 10 years ago, Ali built up a Tmall.

According to the world clothing shoes and hat net, in December this year, many brands announced the launch of the new brand support plan, which is divided into three stages. It is expected to support 1000 factory brands and the first phase of 20 pilot projects, including home guards, song FA ceramics, Sanhe kitchenware, Chongqing Bai ya and Fu Guang thermal insulation cups, covering many industries.

These factories are generally based on foundry and have high quality and large scale production capabilities, but they do not produce brands nationwide.

What I want to do more is to use these factories to support the flow and big data with the characteristics of strong capacity and weak brands, so as to create products with low price but good quality.

This has not lost the characteristics of low price, and has also upgraded the commodity.

Specifically, through the flow of slant, reduce the factory's marketing costs.

Dada, co-founder, said:

"From a long time to come, our social value is greater than commercial value.

Our traffic is very cheap, and for the brand of these new brand plans, it can sell nationwide at very low marketing cost. "

Through data support, it can be produced on demand.

We should start with systematic analysis and forecast of users' demand information, so as to guide factories to produce.

Before that, they proposed a "five fold" umbrella to an umbrella manufacturer, which sold 80 thousand products in 2 days.

"What are the characteristics of our platform? Less SKU, high orders, short bursts, not only can quickly digest the capacity of the factory, but also help manufacturers quickly win the trust of consumers and establish brand image through the" phenomenal "explosion.

Dada said.

Judging from the actual results, these factories are welcome for a lot of competition.

The Bai Ya sanitary ware Limited by Share Ltd, located in Chongqing, is one of the first batch of new brand support programs in the world. The 20 year old manufacturer of sanitary napkins and diapers has its own brands such as "free point", "Ni Shuang" and "good". It has a high reputation in Southwest China, but its users are not familiar with the eastern and northern cities.

In 2017, the 100 A-share A shares were listed.

According to the information disclosed in the prospectus, Sichuan and Chongqing contributed 54.79% of the income in 2016, 24.67% in Yunnan and Guizhou, 5.34% in the two lakes, and nearly 85% in three.

In other provinces, especially in the north of Guangzhou and Shenzhen, as well as the coastal cities, Chongqing hundred Asia rarely set foot in it.

Compared with the international brands such as Kao and P & G, Chongqing Bai Ya's brand awareness is in a weak position, and the chairman Feng Yonglin is unwilling.

"I visited Germany and Switzerland last week, and I visited our counterparts and our sanitary napkins and diapers to see them. They marvel at the speed of development of sanitary napkins and diapers in China."

"Our industry, sanitary napkins and diaper industries have already reached and surpassed the technology of European and American enterprises to our equipment, technology and equipment."

In order to break the regional boundary of products, Feng Yonglin decided to cooperate with him more.

"People in the first tier cities have a lower fertility desire, but in the 345 tier cities, the number of new born babies is increasing.

This is just a lot of users. This is a huge market. "

According to the data provided by Feng Yonglin, in 2018, the sales of good diapers online increased by 67% over the past 100 years, and after sales for more than 3 months, the monthly sales exceeded 200%.

Reporters visited a factory about 30 kilometers away from Chongqing, and produced more than ten production lines. One production line was equipped with a mobile phone equipped with more than Logo, which is being produced live.

In a lot of

On the purchase interface, you can see the whole process of product production.

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Dada said that the reason for doing so is to enhance the pparency of information:

"On the Internet, some backward small factories will rush to efficiency at a very low price. You can't see the real thing. How can you prove that your product is better than others?"

In addition to producing live broadcast, the factories that support the plan are required to upload raw material purchase records, test reports, production logs and other information, so as to achieve full link traceability of goods.

A lot of middle development routes

Too many needs to be upgraded urgently.

There is pressure from public opinion.

After a lot of listing, there is a lot of doubt about the fakes and Shanzhai.

During the period from August 2nd to August 9th, there were more than 1128 platforms forced to close stores, and nearly 4 million 300 thousand goods were sold under the platform. There were more than 450 thousand links of suspected counterfeit goods intercepted in bulk. In September, many 5500 stores were shut down, 7 million 700 thousand items were cleared up, and 3 million suspected links were sold.

There is also a need for business.

The general view of the industry is whether the success of brand upgrading determines whether it can continue to grow after a lot of competition.

But a lot of upgrading is a different route from Ali.

Ten years ago, Ali was criticized by counterfeit goods, so she chose to set up a brand name to set up Taobao Mall (Tmall predecessor) to reduce support for small sellers.

He knows too much about how to imitate Ali.

At the end of July, at the media communication conference, in answer to "why not use Tmall mode to crack down on fake products", Huang Zheng said:

"We are not unwilling to use Tmall mode to crack down on counterfeit goods. I mean, when we do Tmall mode, we may be dead if we do not have time to fight against counterfeit goods."

During the 3rd anniversary celebrations in October this year, dada criticized Tmall for its two choice in the circle of friends, saying that a large number of brand businesses were forced to quit many activities in the early days of Tmall, and even closed down flagship stores.

If you want to lower the price, you want to ensure the quality. You only have factory direct supply.

"We also know that we can not go directly to the Tmall model for the time being. We can see from the two election before the double eleven.

So we can only take the middle development route, not to make our own brand, but to support a large number of traditional manufacturing factories that have industrial manufacturing but do not have brand building capability.

A lot of insiders say so.

Why do we need to support the brand of factories?

In China, the usual way of branding is to make a product famous through advertising, and then spread it all over the country.

In his view, this does not apply to the current consumer demand.

"The differences between Chinese and Northern consumers, ethnic differences, 1234 line cities, and the differences between counties and towns are very large, forming a consumption circle. Each circle has different understanding of the familiar words, such as cost performance and real benefits, and users of every circle have their own unique needs.

We hope to bring the products that users need to them before we can put them together, and we hope to help these Chinese manufacturers to reduce their advertising and marketing costs and make them a national brand.

In June 30th, Huang issued a letter to shareholders. When he talked about the future, he said that he hoped to be a combination of "Costco" and "Disney", which could provide cost-effective products and entertaining properties.

A lot of entertainment has always existed, and the team that has played the game has been playing a lot of games to increase the number of games. From early friends, bargain prices to today's many orchards - simulate planting fruit trees, steal water and fruit from friends' manor, and send you a real fruit after the fruit is ripe.

Today, through the precise support of factory brand, the attribute of Costco is becoming more and more prominent.

"A lot of things are concentrated in the limited volume of goods, after the scale of the reverse customization, thereby greatly reducing costs.

This is the difference between WAL-MART and Costco. The ultimate goal is to make different Costco for different groups of people.

Huang said in a previous interview.

More interesting reports, please pay attention to the world clothing shoes and hats net.