"Ding Dong suggested that the first thing to do when buying food is certainty, so that the public can feel that the quality of your food is certain, the time is certain, and the categories are complete. Don't worry, this is called reliability."
"One is to determine the quality, the other is to complete the categories, and the third is to determine the time. This is how we solve the uncertainty. "
"Everyone will think that traffic is very important, but we think the repurchase rate is the most important. New users will always be exhausted, and only user demand will continue. "
"A mature front warehouse has about 2,000 orders a day and a revenue of about 50 to 60 million a year, which is equivalent to a five-star hotel."
"At the earliest, we said that selling vegetables was as convenient as running water, but in fact, the greatest significance of running water is that it is universal."
Above, Liang Changlin, the founder of Ding Dong Shopping Network, recently shared the latest wonderful views on the topic of online new economy at the Hongqiao Summit of Shanghai "Online New Economy" forum sponsored by China News Agency and Shanghai Changning District People's Government.
Liang Changlin graduated from PLA Electronic Engineering College and Lanzhou University. He has had two successful entrepreneurial experiences. In 2002, he developed a video cutting and merging software, and sold about 50,000 licenses in half a year. 20 14, founded by Ding Dong, served as CEO.
Liang Changlin shared three affirmations on how to ensure the consumer experience in Ding Dong, and introduced the quality control process of "7+ 1" in Ding Dong.
During the meeting, Liang Changlin also mentioned that the mission of Ding Dong to buy food is to make beautiful ingredients as readily available as tap water, which is not only the mission of Ding Dong to buy food, but also the business model for future development.
Smart investors sorted out the full text of the speech and shared it with everyone.
Hello, leaders and distinguished guests, I am the gold medal customer service in Ding Dong, so if you have any questions about buying food, you can call me, and the response speed is very fast.
Ding Dong started to buy vegetables from May 2065438+2007, and now the development trend is rising well every month.
Here I want to share with you why we do this, and what is our logic?
In fact, we believe that the greatest value of entrepreneurship comes from the needs of users. When we analyzed the market, we found that the online penetration rate was relatively high whether it was standard e-commerce or take-away.
At 20 17, the online penetration rate of selling vegetables is relatively low. We felt that there was a demand for this, so we did it. At that time, the penetration rate of selling vegetables online was 3%, and we felt that there was a great chance to achieve 30%.
We analyze why the penetration rate of standard e-commerce is high and the penetration rate of take-out is also high, so the penetration rate of selling vegetables is very low.
We think most people will think that selling vegetables will be handed over to the internet, which will be particularly unreliable.
As we all know, food is a non-standard product. Maybe it's good in the morning and good at night. Today, I feel that apricots in a certain place are sweet, but they may be sour when I buy them the next day, which will be particularly unreliable.
Therefore, we feel that if we want to sell vegetables well, we must make users feel that I am reliable.
First of all, we must ensure the certainty of quality. This is the first one.
Second, because selling vegetables is different from other things, such as buying a bottle of water or other things tonight, you can use it today, tomorrow and the day after tomorrow.
But the first thing to buy food is that I'm waiting to cook. If it is not delivered in time, I may feel unreliable.
Second, if the delivery time is long, this dish will go bad.
If you buy live shrimp and die when you get home, then time is very important. It is important to deliver the goods to your home quickly. We first proposed that it would take 29 minutes to get home, which is called time certainty.
Third, vegetables are different from other commodities. Most of them can be used directly when they are bought, but vegetables should be matched, prepared and cooked when they are bought home.
China has a vast territory and rich natural resources. People in different areas have different cooking habits, so we can't live without onions, ginger and garlic.
Especially our young people now, they basically cook according to the recipe. There are so many combinations in a dish, and there is nothing that they really don't know how to cook.
Therefore, we propose that the first thing to do when buying food is certainty, so that the public can feel that your food has a certain quality, a certain time and a complete range, and you can rest assured. This is called reliability.
Therefore, we first put forward that to do this, we must first make the public feel that selling vegetables online is a reliable thing. We think certainty is our first principle. How can we achieve the first principle of certainty?
At the earliest, we made a pre-warehouse, which can be delivered to the home quickly around the community, so the time is certain.
Then, in order to control quality, e-commerce has a quality control link. When we received the goods in the warehouse, we did seven quality controls.
Everyone starts from the place of origin, the planting process and harvesting process of the place of origin, the receiving and sorting of the big warehouse, the inspection and packaging of the front warehouse, and finally sends it to the user to make sure that the fish is alive and the shrimp is dead. This is seven links.
If you don't feel good, it's a quality control link of "7+ 1". Quality control was originally 1 minute, but now it has become a line. In addition, there is also big data to make predictions behind the scenes, do automatic scheduling behind the scenes, and make intelligent recommendations to users.
In this way, the original single supply chain line has become three lines, the first is called quality judgment, the second is called all categories, and the third is called time judgment. This is our way to solve the uncertainty.
What is the process after confirmation?
When the evaluation is determined, the time is determined and the frequency is determined, the public will think that you are not bad.
Today I use you to buy food, or today I am incited to use you, and tomorrow I use you again, so the repurchase rate is there, users will trust it, and the repurchase rate is there, and the scale will rise.
We have always adhered to the principle of "small area and high density". For example, we stayed in Shanghai for two years, and just went to Shenzhen last year and visited several cities in Zhejiang and Jiangsu.
We always insist on small area and high density, and my efficiency is very high. After the efficiency is high, the certainty is strengthened.
Therefore, our first cycle begins with certainty. Repurchase rate drives scale and scale drives efficiency.
It turns out that people often say that selling vegetables is a difficult thing. How can it be done on a large scale? We rely on a high repurchase rate.
When we are large-scale, we begin to go to agriculture, which is called supply-side upgrading. After the agricultural supply side is upgraded, the supply chain becomes more profitable, and then the certainty is strengthened. This is the second cycle we started this year.
As Pinduo said, we continue to go to agriculture and promote the supply-side upgrade of agriculture. This is our two cycles, which is our logic.
In different perceptions, everyone will think that traffic is very important, but we think that repurchase rate is the most important, new users will always dry up, and only user demand will continue.
Therefore, selling vegetables is actually a technology.
It turns out that everyone will think you are a retailer. We believe that today is an ecological chain thinking, and we should grow together with the upstream.
We also prefer to do things with difficulty and correct indicators. For example, you will see an offline store, many people are opening, and many people are promoting eggs for one dollar.
This is the pre-warehouse, which opened earlier. It's much more advanced than this now. There may be no one at the time of opening, but gradually you will find that the growth curve of offline stores is on the left, and the growth curve of front warehouses is on the right. Higher and higher.
We now have a mature front warehouse, with about 2,000 orders per day and an annual revenue of about 50 million to 60 million, which is equivalent to a five-star hotel.
So, you see, although it is inconspicuous, as long as it grows slowly, the scale is still relatively large. So we especially like to do exponential thinking or difficult and correct things.
In addition, we are seed theorists, and people often say, what should we do outside Shanghai? Or when you are faced with the rapid growth of users or the rapid growth of scale, are you under great pressure?
We think there are two kinds of growth in this world, one is external growth and the other is internal growth.
If it grows like a seed, it is actually not afraid of the pressure brought by growth, so we seldom talk about the word "growth". We talk about "growth".
In addition, we were originally divided into two parts, one is called the mode of carrying water, just like digging a well, others will carry water.
We call it tap water mode, so we don't have to dig wells, and the water is sent home.
In our opinion, Ding-dong's buying vegetables is a pre-warehouse mode. We send food to users' homes, just like tap water. Turn on the tap and the water will be home. This is our earliest pattern feature.
Compared with this model, there are several characteristics. First, it is extremely convenient. Second, it has nothing to do with the location.
It turns out that you must find a crowded place to open a shop, but I'm not too worried about this because I'm in the front position.
In addition, the area has been completely covered. For example, I can deliver dishes from all corners of Shanghai to you. This is the "philosophy of tap water" that we first thought of.
This was the time when we helped the poor in Yunnan in June+10 last year. There is a state in Yunnan called Dali Prefecture, a county in Dali Prefecture called Nanjian County, and a mountain in Nanjian County called Wuliangshan. Everyone knows that Wuliangshan produces black-bone chicken, so we went to the mountain to see black-bone chicken.
On one occasion, local leaders accompanied us halfway up the mountain, and we saw a farmhouse with a single house. At that time, I asked the farmhouse if life seemed particularly inconvenient. Why is there electricity in the mountains? The local leader said that there is electricity everywhere as long as there are people now, and then I asked, "Is there running water?"
Because Shanghai's poverty alleviation is aimed at Pudong in Yunnan and Dali, the poverty alleviation work is doing particularly well now. As long as there is running water everywhere, I am particularly shocked at the back.
At the earliest time, we said that selling vegetables is as convenient as using tap water to buy vegetables, but in fact, the greatest significance of tap water lies in Pratt & Whitney.
So after we came back, we upgraded our mission, making beautiful ingredients as accessible as tap water, so our mission is our business model.
This year, because the leaders came to visit us, the epidemic situation also made everyone know more about us. Some people say that this is a particularly good opportunity. Where are the opportunities?
Selling vegetables is actually particularly related to agriculture. There is a word in agriculture called Chunhua Qiushi, which means that there is no chance in autumn compared with spring, only spring has a chance.
So what is the possibility of spring? This is an opportunity to sow, not to harvest.
Therefore, we especially want to seize today's era of entrepreneurship and seize an opportunity to sow. Therefore, it is our initial intention to make beautiful ingredients as accessible as tap water, which is good for everyone. Thank you.