One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 29 How can a broken industry be reborn? (6)
Therefore, there must be a way to survive in offline channels. First, make a segmented market. Consumers buy this product not for standardization or cheapness, but for the satisfaction of vanity. What they enjoy is the experience of on-site shopping itself. hapiness.Don't care about the price, what you want is personalized consumption.Second, during the shopping process, enjoy VIP, emperor-like, face-to-face special services.Third, turn offline shopping into a face-to-face social experience between relatives and friends, just like going to an amusement park or traveling.

Offline physical stores that meet these conditions will still be alive.Just like a woman, when she goes to a high-end club, what she is most satisfied with is to ask the store to be closed within two hours, and everyone will serve her exclusively, and then buy 200 million brand-name products.And this is not shopping at all, but a super luxury trip to satisfy the vanity.

Therefore, the offline things that can survive must not be experienced on small mobile phones. It must rely on some kind of luxurious offline equipment, or a personalized luxury experience.This is a basic principle.

Ma Yun subverted not only retail but the entire traditional economy
"Alibaba must surpass Tencent." Tencent's market value is 4364 billion yuan, and its net profit in 2012 was 127 billion yuan.The value of a Tencent company on the stock market used to be equal to the total market value of all Chinese Internet listed companies.But the key to Tencent is that it takes social networking as its advantage, and its profits mainly depend on games and cost savings.The reason why Alibaba has surpassed Tencent is that it has moved the traditional offline model where channels are king to mobile phones.Controlling consumer demand information and consumer purchasing behavior, Jack Ma is creating a brand new economic ecological environment, with the channel as the leader, and then cooperates with the channel to make financial payments, and through financial payments, enters the field of microfinance and insurance.From an e-commerce giant in the retail industry, Ma Yun is becoming a giant in the new financial services industry, a new logistics industry giant, and an information insurance giant.Alibaba will combine these four giants into one.These four giants are closely related: the retail industry must be supported by finance, and finance must be supported by the data of the retail industry, and the finance and retail industries also need logistics and distribution, and insurance is required for the entire transaction and distribution.

Ma Yun is the leader of China's new retail industry, the creator of the new bank, the overlord of the new logistics industry, and the leader of information insurance.To achieve all this, he relies on informatization as the core, allowing online information flow to activate all offline resources. (As of the end of June 2012, Ali Microcredit has provided a total of 6 billion yuan in financing services to more than 12.9 small and micro enterprises, with an average daily completion of nearly 260 loans, an average loan amount of 10 yuan, and a non-performing rate of 000% , which is far lower than the bad debt rate of about 7000% for bank mortgage loan products.) China Merchants Bank has the best control over the non-performing loan rate in China. Its loans are secured, with a non-performing rate of 0.9%. The defective rate is 1.7%.How did Jack Ma achieve unsecured loans with a low bad debt rate?Because his money is always loaned to those enterprises that can repay the loan and have good economic benefits.And how does he know who can repay the loan, have a good reputation, and have good economic benefits?Because those companies themselves sell things on the Alibaba e-commerce platform, the daily turnover, cash flow, and profit can be seen clearly on his information platform.So Alibaba got the credit and operating status of every enterprise that banks dream of.In addition, Alibaba has a large amount of Alipay cash in its hands. This cash is the money deposited by others. Alibaba does not even need to pull deposits, but all banks have to pull deposits. Alibaba can get money from Alipay. The source of funds is automatically deposited and then loaned out.Alipay was originally used to solve the problem of distrust between buyers and sellers. Buyers give money to Alibaba, sellers give goods to buyers, and after buyers receive goods, Alibaba gives money to sellers. In this way, Ali Baba Alipay has trillions of yuan in funds every year, so with the advantages of funds and the reputation of enterprise and customer credit, it will beat traditional banks.Alibaba is stepping up its application for a bank license from the government, and its bank will not have an offline business office.

Informatization extends to the logistics industry, and Cainiao plans to make all logistics giants Jack Ma's tools and followers.He controls the pairing of demand information between suppliers and transporters, and establishes a real-time information platform that breaks through anytime, anywhere, anyone, and anything.The logistics giants have no matter how many transport planes, trains, and postmen they have, they have to rely on Jack Ma for food in the end. If you don’t join Jack Ma’s alliance, you won’t be able to get the goods; if you don’t join Jack Ma’s alliance, you If you don’t join Jack Ma’s alliance, your goods will not be safe.

As a result, Jack Ma's logistics industry will eventually support the insurance industry.Where did the freight go, whether there was a car accident, etc., all these data are under his control. If he opens a property insurance company, transportation insurance company or traffic insurance company, it will be very powerful.The expansion of platform giants means that the strong get stronger, the winner takes all, cross-border expansion, and inferences about other cases from one instance.From e-commerce expansion to e-banking, from e-banking expansion to e-logistics, from e-logistics to e-insurance, expand from one point, and develop advantages to cross-border and cross-industry.But it remains the same, its core competitiveness is the control of information and data, and the timely and transparent matching of supply and demand.This is how retail has evolved.

How will such a model created by Jack Ma develop?Logistics control is in his hands.The financial platform is in his hands.The e-commerce platform is in his hands.What's next?All the manufacturing industries have to follow him. All the companies that produce physical products are controlled by him, because logistics, capital flow, and information flow have been mastered. There are only four major streams of business models, customer flow, capital flow, and information. Flow, logistics, Jack Ma controls the three flows, he naturally controls the flow of customers.With government support and close cooperation with China Mobile, accelerating the pace of mobile informatization will be Alibaba's core strategy.

I can even predict that in the future, our Premier of the State Council will have to ask Ma Yun to be an economic advisor. Every quarter or every month, Ma Yun will give a report to the State Council to show the development trend of China's economy.Because the changes in the data of the e-commerce retail industry and the logistics industry indicate whether the economic crisis will come, and the more developed the logistics in which areas, the better the economic development and the better the trend there.

Therefore, for the government, the most important control is to control the main information platforms and conduct in-depth and targeted analysis of the information on these platforms. For example, to analyze where diseases will appear, we must cooperate with Baidu. , See who is searching for "banlangen", "children's fever", and "bird flu". Whenever tens of 10 people in a certain province or city suddenly search for these keywords, the government will immediately You will be sensitively aware that there is an epidemic disease in this place.For example, by controlling the information platform, if you suddenly see that the logistics data of a certain province and city this month has dropped by half compared with last month, the government will be keenly aware that economic circulation indicates that the economic crisis is coming, and immediately think that someone will lose their jobs, Some small and medium-sized enterprises go bankrupt, and then immediately take measures, how to exempt small and medium-sized enterprises from taxes in advance, and how to stimulate demand and consumption in advance.So the final politics is to control the information platform, carefully analyze the people, things, money, all data and information flows flowing on the information platform, the government will have all the information it needs, and make strategies and responses in advance.From the interception of information to the symmetry of information, to the processing of information and data, to the interference and unblocking of offline channels, this will create a new government governance process, and the organizational structure will also change. Which department of the central government will be the most influential in the future?Cloud data center.The information it provides surpasses that of Xinhua News Agency and People's Daily, and every major decision-making of the Party Central Committee must be reported by it.

From the perspective of Alibaba, what is the extension of the platform-based business model?It can expand without borders, along the vertical and horizontal expansion of the industrial chain.For the same group of users, the horizontal expansion that meets the different needs of food, drink, food, clothing, housing, and transportation, and the vertical expansion of the upstream and downstream of the industry chain to meet the same needs for everyone, such as China Mobile, which cooperates with Nokia and Motorola, are called vertical industries. Chain integration, I am in the network, you are in the mobile phone, we both meet the needs of consumers for mobile informatization, but we are in different links of the industrial chain, our cooperation is called vertical expansion.It is also possible to make mobile phone chips and smartphones by yourself, like SKT in South Korea and NTT DoCoMo, a Japanese telecommunications company.So South Korea's SKT and NTT DoCoMo are expanding vertically.And China Mobile can also do mobile payment at the same time, expand horizontally, and grab the profits of banks; it can also sell music, and grab the profits from selling CDs; sell e-books for reading, and grab the profits of Xinhua Bookstore, which is called Horizontal expansion plus vertical expansion.This is what we talked about the impact of mobile phones on the retail industry.

Case
eBay's touchscreen "shopping window" - a shopping window in crowded places[20]
从2013年6月8日至7月7日，eBay在纽约市人口密集地段推出首批四个触摸屏“购物窗”，销售来自美国成衣配饰制造和零售商Fifth＆Pacific Cos.Inc.旗下当红品牌Kate Spade Saturday的30款产品。eBay计划推出的这种最新显示屏的宽度大约为9英尺（约合2.7米），高度约为2英尺（约合0.6米），将安装在已结束营业时间的实体商店的前窗上。消费者可通过触摸显示屏的方式订购商品，随后送货员会在一个小时以内送货上门。消费者可通过eBay开发的移动支付服务PayPal Here直接向送货员付款。

"This virtual store can expand the boundaries of the physical store, allowing the physical store to extend into any space through online technology," said Steve Jankovic, head of eBay's Innovation and New Ventures group.

◎Recommended reading

E-commerce Industry Development Forecast: In 2015, Alibaba, Tencent, and JD.com will be divided into three parts[21]
Why did Amazon surpass Google to become the first entrance to online shopping? [twenty two]
pocket the bank

The banker's son asked his dad, "Dad, all the money in the bank belongs to customers and depositors. How did you earn your house, your Mercedes, your yacht?"

Banker: "Son, there's a piece of fat in the fridge, bring it here."

The son brought it. "Put it back again."

The son asked, "What do you mean?"

The banker said, "Do you see oil on your fingers?

——Reposted from mobile phone text messages

What is a bank?There is the most accurate definition, a bank is such an institution, which is to operate money, buy at a low price, sell at a high price, and sell with zero deposits. Not only must the price be sold at a high price, but also to ensure that the risk is eliminated and the money can be recovered .

Obviously, the nature of the financial industry determines that informatization will have a vital impact on the financial industry.

Financial services serve transactions, and the financial industry does not require logistics. The key to financial services lies in the evaluation of credit.

First of all, banks must have credit, and ordinary people dare to deposit money in them.

Secondly, enterprises and individuals must have credit, so that banks dare to lend money to them.

Therefore, in the final analysis, the financial industry is the credit service industry, which is the core field of mobile phone applications.

Big data sharing and application analysis reduce credit risk

Where does credit come from?Risk management and credit management must be carried out, and risk management and credit management in the traditional era can only rely on word of mouth and street surveys, but now with mobile informatization and e-commerce platforms, mobile payment can collect personal and corporate credit Ability and management ability have been improved across the ages.

Take personal credit as an example. In the past, if I ran a red light and was fined or deducted points by the traffic brigade, no one else knew, only the traffic police knew; I know, but the Agricultural Bank doesn’t know, and the Construction Bank doesn’t know... But now with informatization, the system is completely connected to the Internet, and every credit-related thing I do in this society and the world is recorded in a database , All banks and units can share. This is the value sharing of the credit investigation system after it is opened up in the Internet age.

There used to be an employee of an automobile company in China who was sent to study in Germany. One day he crashed a car, and the insurance company gave him a cash check of [-] marks to repair the car. This person was originally from the automobile industry. He repaired the car himself, and the insurance company gave him a check for one thousand marks, and he kept it himself.He was quite happy about this, but unexpectedly, the German insurance company suddenly called him at the end of the year, saying that the last time your car crashed, we gave you a cash check of [-] marks, but all the money we have in Germany In the car repair shop, there was no record of the car being repaired.The man was dumbfounded when he heard it, and said that he did not go to the repair shop, I fixed the car myself, and I used the money myself.Without further ado, the insurance company notified him immediately and stopped the insurance, because his behavior constituted fraudulent insurance.This has become a stain on him. When he went to other insurance companies, as long as he reported his name and insurance number, all the systems showed that this person had cheated on the insurance, and all insurance companies in Germany refused to give him the insurance. Insurance, not only the car is not insured for him, but even health insurance and other insurances are not covered.Because the information about his fraudulent insurance was shared by public companies all over Germany, he couldn't drive a car in Germany, and couldn't enjoy insurance when he got sick.

This example shows that informatization enables all financial institutions to see everyone's credit.Similarly, it is also possible to digitize and informatize the credit of enterprises through data such as production costs, production processes, sales processes, capital status, breach of contract, and trustworthiness of all enterprises. Therefore, the emergence of information management has greatly changed the banking system. The operating mode increases its ability to control risks, and it can select service objects more accurately and pertinently, which can also greatly enhance the control over bad debts and bad debts.This has huge implications for banks and is the first important aspect.

Electronic channels reduce marketing costs
With online banking, the cost of banks' offline channels has been greatly reduced. One day in the future, banks may not need to build any offline business offices.

In ICBC's 2012 annual financial report, Chairman Jiang Jianqing said in his speech: "As of the end of 2012, ICBC had 3.15 million e-banking customers, with an annual transaction volume of 332.6 trillion yuan, accounting for 75.1% of the business. For every 10 transactions accepted, more than 7 are completed through Internet-based electronic channels, and the cost of each electronic transaction is only one-seventh of the counter."

报告中杨凯生行长谈道：“网上银行交易额突破300万亿元，比上年增长17.2%；手机银行客户总量超过7400万户，交易额增长近17倍。”[23]
As of the end of 2012, ICBC had established 17 branches in China and 125 overseas branches, employing a total of 383 employees. The wages of the employees were 427 billion yuan, and the deferred expenses of total assets were 356 billion yuan.Internet banking has already accounted for 962.4% of the business volume of ICBC. Assuming that traditional banks disappear by half, the number of employees is reduced by half, and the rent is reduced by half, ICBC will save 27 billion yuan in employee wages and 75.1 billion yuan in annual costs. Total asset deferred expense.

This account is a sky-high price. Now that the bank is moved to the mobile phone and turned into an information bank, there may be no offline business halls in the Beijing area, and there will not be so many employees. From applying for loans to receiving and transferring accounts, everything If it is an information-based electronic bank, wouldn’t the whole bank be completely changed?
At present, China Merchants Bank is the fastest growing bank in China. The difference between China Merchants Bank and the big four banks from the beginning is that it takes the road of information-based banking, does not build so many business offices, and only targets high-end customers. Transactions on the Internet, China Merchants Bank has only 900 physical outlets, less than a fraction of the large state-owned banks, but the online replacement rate has reached 90%, and its channel sales ability is completely comparable to that of large banks. In 2012, the transaction volume of electronic banking reached 151957.87 billion yuan, with low cost and high income.This is thanks to Ma Weihua, the recently retired president.

data
目前，招商银行在中国大陆的110余个城市设有99家分行及853家支行，2174家自助银行。截至2012年12月31日，招商银行零售电子渠道综合柜面替代率达到90.66%，公司电子渠道综合柜面替代率达到52.40%，网上企业银行交易结算替代率达到88.47%，较上年分别提高4.09个百分点、2.77个百分点和3.33个百分点。[24]
(End of this chapter)