Liu Run Dialogue You Zan CEO Bai Raus: Customers, efficiency and elasticity are keywords for growth, and the changes in population structure brings new possibilities

Picture source: Oriental IC

On June 29, Youzan announced the important upgrade iterative iteration of solutions, products, services and other aspects in the past year, announced that business has been upgraded from "opening marketing solutions", comprehensively upgraded to "private domain operation solutions", and released it and released The first artificial intelligence engine based on private domain scenes praised Jarvis.

On November 27, 2012, the pockets were incubated in Hangzhou Beta Cafe, and it was officially renamed Youzan in November 2014. Since the establishment of this merchant service company, since its establishment, it has been committed to helping every merchant's privatization customer assets, expanding the Internet customer base, and improving operating efficiency.

It is understood that in 2021, the GMV of the service merchant reached 98.3 billion. In the first quarter of 2022, the average sales of a single merchant was 260,000 yuan, an increase of 4%year -on -year. %.

On the occasion of ten years, Runmi Consulting founder Liu Run dialogue with CEO Bai Ya, and discussed how to grow up with the merchant under the epidemic, and proposed "customer", "efficiency" and "elastic". Growth keywords.

The epidemic accelerates the onlineization of merchants, and has the value of "Edison" to find "Edison"

When the epidemic first came, many merchants fell into panic. On the other side of the epidemic is the rapid advancement of the online onlineization of merchants. In order to reduce the loss of offline, many merchants have begun to cultivate online shopping guide capabilities, which has accelerated the rise of live broadcast and short video e -commerce.

From the perspective of Baiye, changes in the external environment have also prompted praise to change internal operations. He pointed out that from the past pursuit of rapid growth, to how to grow more reasonable and healthy growth now, there are more attention to the old customers how much live. In the past Whether you can create value for customers and also pay attention to how to get value.

This pulled Bai Row's memory back to June 2020. At that time, the epidemic had just eased. Youzan had a party with some merchants in Hangzhou.

According to him, every merchant present expressed his gratitude to You Zhan, and pointed out that "if it is not praised, we may be closed down under the epidemic." It was because at the beginning of the epidemic, Youzan began to actively contact the merchants, and suggested that major businesses start online business. This avoids the dilemma of being caught in the backlog of warehouse goods and employees.

Bai Ya sighed: "It was more than two o'clock after the party was over that day. A few of our colleagues were still exhausted. This is the meaning of praise pursuit."

In ten years of time, Youwei Mall opened up nearly 100,000 developers and has thousands of service providers. The general value of Zanzan has continued to amplify, and in the past one or two years, the in -depth solutions of the vertical industry. According to reports, there are currently different vertical industries such as Zanzhiye and Zan Education, which have been like retail stores, chains, and new retail solutions.

Bai Ru pointed out to Liu Run that although the electric lights and electricity were not invented by Edison, he enlarged the electric lamp and electricity promotion. Youzan wanted to play such a role.

Merchant development presents polarization, and customers, efficiency and elasticity become keywords

The influence of businesses in different regions in the past few years has different influences, which has prompted the development of merchants to differentiate.

Bai Ya further explained that some merchants in the early days of the epidemic quickly realized onlineization, turning shopping guides into online salespersons, quickly electronic goods on the Internet, and made the core of the entire company's operation into online and offline upgrades. Enhanced its own organizational ability, and the results became stronger and stronger. In contrast, some merchants "headache doctors, foot pain medicine", when facing the rebound of the epidemic, it will become more and more difficult to do, which has obvious polarization between different businesses.

In the world of K -type differentiation, those who build their own abilities will go up, and another group will go down. Liu Run said with emotion, "To be brutal, those businessmen who have a little ability will be eliminated from the market, and excellent companies will become better."

According to the common characteristics of developing enterprises, Bai Raus attributed the advantages of enterprise growth to three points, that is, organizational capabilities, opportunities, and the ability to cope with accidents.

Bai Ya further pointed out that the development of enterprises first comes from the organization's ability, or the overflow of the brand's long -term accumulation. For example, the recently popular New Oriental live broadcast has accumulated a lot of talented and random ability in the early stage. For more than half a year of testing, to find a good source of sources, it has formed today's situation; secondly, when the market is structural adjustment, the company happens to be the most needed type in the market, that is, the so -called just hitting the wind mouth, which is also a one, which is also one. Opportunities; the third is the ability to cope with accidents, and can actively respond to changes in the external environment.

Based on this, Bai Row proposed three keywords for the upward development of the enterprise, namely customers, efficiency and elasticity.

Focusing on customer operations to become the most typical characteristics of this type of merchant developed upward, it is no longer just around "goods". Data show that as of December 2021, the size of Chinese netizens reached 1.032 billion, an increase of 42.96 million compared with December 2020. At the same time, Chinese netizens per person per week on the Internet reached 28.5 hours, an increase of 2.3 hours from December 2020.

Bai Ru believes that this means that no matter from the incremental amount of netizens or the duration of the Internet, there will be no more obvious room for growth. At present, the total amount of e -commerce exceeds 30%of the total social retail, and its growth space is limited. Therefore, both retail and e -commerce have returned to customer operations. In this context, merchants are no longer just to seize the speed of the market, but pay attention to the efficiency of their own operations. There are many contents involved in efficiency. In addition to capital turnover, everything such as evaluation, human effectiveness, and cash cycle is included to ensure that enterprises can grow healthily healthily.

Elasticity refers to the ability to cope with changes, especially when changing into normal conditions is particularly important. For example, the differences in the south and northern south of the white crow. In the field of fast -moving or retail, people who do business in the north are sometimes more disadvantaged, because there are generally fewer nightlife in the northern cities. In the winter, the door was closed early and the door was late, and the citizens were even more reluctant to go out. At this time, the customer traffic was greatly reduced.

In this case, if the merchant opens a cloud shop and contacted customers online, you can turn a hundred square meters into unlimited shelves, turn nine hours of business into a 7 × 24 -hour business, and even take it. Originally, it was just that the surrounding communities expanded to the entire city. This is the elastic supplement to the changes.

In order to help more merchants grasp the space for elastic development, there are re -upgrades from private domain operation solutions.

Private domain solutions create incremental value, and changes in population structure bring new opportunities

According to reports, Youzan's core customer base is divided into three categories: content monetization, brand DTC, and digital storeization, and provided corresponding "private domain operation solutions" for the characteristics and challenges of these three types of customer bases.

For content monetization customers, provide product portfolio with the product, distribution market, and video number live broadcast of Youzan Mall and operating services in goods, content, and trading modules; Micro-Shopping Guide-CRM three major assistant marketing kits, marketing canvas and other product portfolios to provide customers with a series of services from diagnosis, plan planning to implementation of landing and re-examination; for store customers, providing Zan chain, store mall, enterprise micro-micro -Sweathered-CRM three major assistant marketing kits, marketing canvas and other product portfolios to help them achieve digital upgrades of full scenes, full contacts, and omni-channels.

Bai Ru believes that customers will never buy a tool, but to solve problems or meet the needs. Many merchants need not just a service, but to connect everything such as talent, operation planning, and supply chain to make their business form a entire closed -loop service. Tools and systems are only part of them, so Zanzan has changed from making an excellent product system to a company that delivered to customers with complete solutions.

He hopes to bring more incremental value to merchants, and to maintain the growth of private domain customers to achieve millions of incremental business, which is also what you want to do.

While optimizing existing operations, how to seize better development opportunities requires strong sensitivity to changes in the external environment.

In the view of Bai Raus, businesses are currently facing two new structural opportunities. The first is the opportunity brought by the changes in the population structure. Although the population growth has slowed down, the new empty nest clan, which is about a group of people born in the 1960s.

What are the characteristics of these people? First, their career came to an end for a while, and began to have a lot of energy to do things other than work. It finally turned his attention to himself. Therefore, this group of consumption willingness and ability is extremely strong. For example, starting to learn online shopping and buying what you really like is a group worthy of attention.

Secondly, another structural opportunity is short video and live broadcast. Bai Ru believes that although Douyin and Kuaishou have limited growth in the past six months, they only serve 600 million people, and more than half of users have not developed the habit of using short videos and live broadcasts. At the same time, some people are attracted by the valuable content on the WeChat video number, and the outside world will see short videos from interesting to valuable. WeChat video number is likely to be a wasteland where Internet e -commerce is not reclaimed.

In the exploration of new opportunities, Youzan regards "helping merchants success" as his own significance, because when a merchant becomes a leader, You Zan will also become the successful passers -by.

Bai Ru sighed that they even wanted to change Slogan from "doing business with business" to "doing business and praise", because Youzan provided not only a tool, but also a group of guidelines for helping the road.

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