2018 Business Leaders New Year Forum Participant Series Report 6
Zhao Shengcheng, Chairman of Pinsheng Electronics, has confirmed participation Attend the “New Change and New Beginnings & Mdash;— 2018 Business Leaders New Year Forum hosted by the Business Media Group. From January 24th to 25th, 2018, he will have a heated discussion with several other guests at the Forum’s “Industry Efficiency Improvement Roundtable Forum brought by the Internet. What kind of “what’s going on,” Wait and see.
There is a saying that there is no product that Zhao Guocheng founded, and there is only a group of obscure ants in China’s 3C accessories industry.
The winning mobile phone battery, the flying legs, the patch cord, the bulls, the router, the roaring millet, etc. are still in the ear; in September 2017, the product wins a paper complaint and the Apple company is brought to court, accusing it. MFi mandatory certification prevents fair competition in the component assembly market and is caused by just one data line.
The news came out, all the media picked up the carnival, “the market first did not get the official certification”; Apple’s built-in chips limit consumers’ freedom to choose “MFi certified manufacturers to divide Apple into 20% &hellip ;… People’s dissatisfaction with Apple’s high-priced accessories for many years can be vented.
Regardless of whether the lawsuit wins or loses, Pinsheng has at least popularized Article 11 of the Anti-Monopoly Law: the operators with market dominance shall not sell goods at unfairly high prices …… /p>
Be the user’s gown
In September, Apple held the 2017 autumn conference, and the iPhone X, which supports wireless charging, was unveiled.
The next morning, Zhao Guocheng told him to go, the wireless charging base can be stocked.
A few years ago, Zhao Guocheng asked Pinsheng to launch wireless charging. Some company executives kindly reminded him that there is no mainstream product supporting wireless charging at all. Zhao Guocheng said: I looked at the various charging lines on the bedside table.
Accurate prediction of wireless charging trends is only one of Zhao Guocheng’s “famous works.” He has a keen sense of user pain points and product trends, so he also got a nickname: X light machine.
Even the simplest plug-in, I also poured the good intentions of Zhao Guocheng: the shape is no longer stupid, some are slim and firm, some are chubby, some are smart and cool, some It can also be pasted repeatedly, hidden under the table or next to the cabinet.
In 2016, the products that competed with the new national standard were put on the market, which brought great pressure to the friends.
Zhao Guocheng often asked the R&D staff a word: Why do you let users take money out of their bags? If others are not willing to pay, it means that things are “junk.” Even Zhao Guocheng gave the platoon to the nanny at home and asked her to sell …… the result was sold out, and the plug was approved for listing.
Today, we often refer to product thinking based on the user’s perspective as user thinking. Zhao Guocheng, a Chengdu native, has a more grounded description: the brothers in the history of Sichuan and Chongqing, who are straight and loyal, never do ribbing.
In the 1990s, the business climate was still primitive, full of fraud, price and running. Zhao Guocheng does not like to study competitors, but only research users, and often “plays users” and deduces what they need.
At the time, no 3C agent was willing to guarantee the battery of digital cameras and camcorders. Zhao Guocheng received an additional 5 yuan for a one-year battery warranty. The move won market support and orders were coming.
The so-called good people have good news. In fact, the battery return rate is only 1%, Zhao Guocheng’s overcharged “insurance money just enough to offset the cost of quality assurance.”
Incoming and entering the WTO
As more and more players enter the market, the 3C accessories market has gradually turned into a red sea.
As early as 2004, Zhao Guocheng discovered the need for users to charge anytime and anywhere, thus opening up a USB interface for the battery and inventing the earliest charging treasure. However, he made a mistake in the name: electric tyrant, mini power station, storage treasure … … also did not make a big publicity for this product. In the end, Pinsheng lost the opportunity to enjoy the exclusive “charge treasure.”
After the rise of smartphones, the demand for mobile phone batteries was blown out, and the product wins later than the friends like Scud. Become a laggard in this field.
Obviously, the 3C market is a cosmopolitan market with a fast-changing product line. Like Zhao Guocheng, every day, users of the user are obsessed with a slight negligence.
But unlike other laggards: the stronger the opponent, the more mad Mad Guocheng.
At that time, executives suggested that Pinsheng should launch low-end, lower-priced products to adapt to fierce market competition. Zhao Guocheng has set the basic tone: Pinsheng only makes products with better quality and higher price.
Zhao Guocheng said that only 30% of users may like better quality but higher prices, which is enough, and only win 30% of the people’s money.
In fact, Zhao Guocheng has long recognized that 90% of users like better products, which is in line with human nature.
In 2008, Pinsheng began to produce mobile phone batteries, and just now launched a battery that is higher than the highest price of Scud. Although there was no sales in the first half of the yearBut Zhao Guocheng is not flustered at all.
Originally, Zhao Guocheng discovered that although the market position of Scud battery is incomprehensible, it is made up of dozens of small brands. The price ranges from low to high, and is sold by different generations. Therefore, the first step of the product wins only needs to concentrate on launching one of the most expensive products, and it can deliver the information that the product wins better than the Scud battery to the market.
The key is the second step: Pinsheng battery suddenly cuts the price, the price is 2 yuan lower than the highest price of Scud. This led to an understanding between the channel and the user: the best product is cheaper than the Scud battery! Sales are quickly rising.
At that time, it was at the peak of the replacement of the showcase in the 3C shop of Computer City and Shangchao. Product wins and timely launches the event to order a free battery showcase, which is equivalent to providing merchants with a discount of more than 1,000 yuan. In just one or two years, tens of thousands of merchants across the country have replaced the showcases with the logo of the product, and they immediately smashed the Scud.
One of the most embarrassing things that Zhao Guocheng has done is the virtual battery capacity —— friends are all going up the standard, but the product wins but deliberately lowers the standard. This led to a result: the product quality of the product wins, the quality and function exceed the user’s expectations, and it is also better than the competitor’s same price product, and the market situation is thus opened.
Speaking from an idle gold cup car
One day in 2011, Zhao Guocheng visited the market in Beijing. By chance, he found that the warehouse was idle with a gold cup car. A car specially delivered for Jingdong.
Zhao Guocheng began to ponder: The warehouse of Pinsheng is located within the Third Ring of Beijing, and the Jingdong Treasury is located in the outskirts of the city. It takes 3 hours for the Jinbei car to be loaded out of the city. The time is basically gone. Moreover, users mainly place orders in the urban area, and Jingdong also needs to transport the goods from the warehouse outside the city back to the city. …… Is this not a double waste of logistics costs and consumer time?
From the perspective of the user, the user only cares about the delivery time. Therefore, Zhao Guocheng believes that the most reasonable way should be that the user places an order in Jingdong, and the goods are sent directly from the Shengsheng warehouse to the user’s home.
After returning to Chengdu, Zhao Guocheng began to instill the O2O model into the team, but no one could understand it. In the eyes of others, express delivery is fast enough. Why does Pinsheng, as a 3C accessory company, invest capital and manpower to deliver goods, just to let users get the goods faster?
At that time, everyone was more interested in Zhao Guocheng’s invention —— shared charging treasure. At an industry conference, Zhao Guocheng first proposed that the charging treasure can “lease the concept of renting,” and the entrepreneurial teams such as Street Power and Xiaodian were sitting under the stage to listen.
However, Zhao Guocheng insisted on delivery, and he naturally believed that it was more important for users to get goods faster.
This is not the first time that Zhao Guocheng has been in charge. When Pinsheng just got a firm foothold, he made a 3C accessories industry. “There is nothing in the past: in the national capitals and key secondary cities, Singapore, Vietnam and other countries, the establishment of the product wins direct sales store, its specifications are better than today Many mobile phone stores are even higher.
At that time, “the bosses of the losers were all thrown out, and the friends were laughing at the product wins.” After ten years, Jingdong and Tmall are all in the layout line. The offline channel has become a unique quality asset in the industry.
Not satisfied with the accessories manufacturer
After many attempts, in 2013, Pinsheng software development team made an omni-channel supply chain and marketing management system ——OCSS system .
Specifically, the OCSS system automatically imports orders for online platforms such as Tmall, Taobao, and Jingdong, and automatically assigns them to the nearest warehouse or store through the “near + in-stock principle” to complete the last one. Kilometers of delivery.
2013 “Double Eleven, the product victory with the OCSS system, processing 800,000 orders in 1,000 cities in one day, of which 75% were completed on the same day. It should be noted that the goods of other merchants are still on the road, and even tally in the warehouse.
2015 ——Uber enters China, and people discover that the OCSS system brings “the nearest + goods is Uber”; nearby + car, a discrete integration of intensive demand platform .
Obviously, today, when resources are waiting for prices, the OCSS system has become the capital that can be shown off.
However, Zhao Guocheng is not satisfied with a single delivery function. Because most O2O models are favored by capital, it is difficult to achieve profitability. The best thing to do is to make money O2O.
First of all, Zhao Guocheng “ eliminated the cost of O2O’s offline shop.
OCSS’s offline core is more than 300 direct stores and provincial-level distributors, all of which are historical costs.
At the same time, the OCSS system will be opened, and nearly 10,000 franchisees will be developed to improve the layout of offline outlets. For franchisees, the orders allocated by the nearest distribution system are profitable, and the idle staff and storefronts can be utilized, so the promotion cost is also extremely low.
To a certain extent, OCSS has helped achieve “low inventory” and “look-to-consume” to the new retail and Internet+ transformation of online and offline integration.
The future has come
Zhao Guocheng’s newest thing is the Thousand Machines Network.
ThousandsThe network is an upgraded version of the OCSS system. It is simply a chain mobile phone fast repair platform that is a strategic investment. It relies on online portals to cover the nationwide mobile phone + service convenience chain network, providing users with Apple, Samsung, Huawei, and Xiaomi. Professional maintenance services for mainstream brand models such as OPPO.
At the beginning, Zhao Guocheng’s positioning of Qianji.com was a mobile phone trading platform, but it was quickly discovered that the mobile phone market is already a red sea, and the number of mobile phones in China is already high.
However, there is still a user’s pain point that few people touch: mobile phone repair is the most opaque and lowest user satisfaction area. Therefore, as a platform with a huge network of online stores, Pinsheng can attract users to the machine network for mobile phone repair through transparent and certified services.
What is the final form of the machine network?
For the C side Thousands of machines are a chain mobile phone fast repair platform, users can find repair points nearby, and can also enjoy the service of home repair.
For the B-end, Qianji.com is a supply chain management platform for the mobile phone repair industry. Merchants can purchase mobile phone accessories through the platform and have more service connections with users.
In this system, Pinsheng not only realizes the sales of products, but also the service commission collected by Qianji.com can reach RMB million per month. Zhao Guocheng said that Qianji.com has the strong advantage of OCSS system, which is difficult for other competitors to surpass. In 2018, Thousand Machines Network is absolutely confident to achieve the goal of service commissions exceeding 100 million yuan.
If Zhao Guocheng tried to solve the pain points of users through product innovation and establish a manufacturing-oriented enterprise for users, then today, Zhao Guocheng is trying to use technological innovation and business model innovation to support one. A win-win Internet platform.
(This article originally appeared in “Business” in 2017 October, published this abridged)
Author: Tang Liang
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