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民营企业融资增长周期融资结构变迁_对话阿里王磊:本地生活服务需竞争创新 商家不是韭菜

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    下载APP 阅读本文更深度报道阿里本地生活服务公司总裁王磊在商家恳谈会上新浪科技张俊1月6日晚间,正值周日的上海近铁广场人流涌动。而16楼的饿了么总?#23458;?#26679;灯火通明,刚刚上任3个月的阿里本地生活服务公司总裁王磊,正与十余位来自全国各地的商家们开着一场恳谈会。?#29992;?#24215;的管理、营销工具的开发、新零售培训......商家们的疑问,王磊?#23478;?#19968;作答。“餐饮?#25945;?#30340;扣点太高了,经营压力有点大。”吉祥馄饨的一位高管直言道,众人听到这也都会心一笑。而王磊很快作出?#20449;担?#25105;们目前不仅不会提高费率,还会实质性的降低费率。”近日,央视财经在节目中就报道了部分美团外卖商家因佣金涨至超20%而退出?#25945;ā?#29579;磊在接受新浪科技等媒体采访时强调,本地生活服务需要竞争,有竞争才能促进行业创新,“这个行业还应该有更好更快的发展,而不是更早割韭菜。?#30452;?#22320;收流量税不是长久之计。”继此前饿了么发起的夏季战役之后,他透露,阿里本地生活服务公司即将在春节前后再发起“暖冬计划?#20445;?#19968;是向商家只收取合理的费率,口碑的费率最低可以做到是美团的五折,饿了么则保持费率不涨,甚至?#20852;?#19979;降;二是对用户端会?#20013;?#21152;大力度投入,不仅是红包补贴,还包括更精准的营销等;三是为商家提供完整的数?#21482;?#21319;级的产品和服务方案。"本地生活服务行业需要真正合理的费率。"王磊说,"更需要真正的数?#21482;?#21319;级。"“阿里对本地生活有足够的耐心”从淘点点到口碑,再到?#23637;?#39295;了么和成立阿里本地生活服务公司,虽然?#20852;?#21453;复,但阿里?#21019;?#26469;没有放弃对本地生活服务的野心。王磊也是阿里投入本地生活服务的见证者。这位从2003年起便加入阿里的老将,在2013年出任阿里淘点点事业部总经理,承担起阿里在O2O领域?#23395;?#30340;重任。此后他开始担任阿里健康CEO。而2018年4月阿里全资?#23637;?#39295;了么之后,马云和张勇再次让王磊干起了老本行,去饿了么出任CEO。6个月后,阿里宣布将饿了么和口碑合并,成立阿里本地生活服务公司,王磊被任命为新公司总裁。还在着手将饿了么与阿里集团进行数据打通和融合的他,又遇到了融合饿了么和口碑的任务。不过显然王磊对此信心满满。刚接手饿了?#35789;?#20182;就曾公开说,“阿里的决心,就是饿了么的信心。”而阿里对本地生活服务的投入没有上限。在王磊看来,阿里从实物电商到本地生活服务电商是一脉相承的。阿里的愿景是让天下没有难做的生意,一切都在围绕商业数?#21482;?#23637;开,实物电商之后自然是本地生活服务电商。马云此前曾提到,到2036年,阿里希望成为全球第五大经济体,为全世界解决1亿的就业机会,能够服务20亿消费者,为1000万家中小企业实现盈利。而王磊认为,这1000万家中小企业中可能会有?#35805;?#26469;自本地生活服务。同时,王磊表示,本地生活服务与集团也有着巨大的协同效应。他举例称,在用户端,饿了么的渠道下沉对集团的电商业务来说也非常有帮助;饿了么和口碑的350万商家资源对供应链、金融等场景价值巨大;蜂鸟的?#35789;?#37197;送网络对集团的新零售业务也提供了重要支撑。“我们投入也好、亏损也好,对于集团是战略性选择,长期来说是非常有价值的。”王磊说,“马总有一句话非常对,今天的成就不是昨天做?#35009;?#20915;定,而是十年前做?#35009;?#20915;定的。我们认为本地生活行业还处在非常早期的阶段,我们要有足够的耐心。”从流量红利到数?#21482;?#21319;级红利对于阿里本地生活服务公司来说,最大的竞争对手无疑是美团。不过王磊并不认为阿里要沿着美团的路径来走。他认为,本地生活服务此前的竞争仍旧是传统电商模式的?#26377;教?#36890;过为商家导流而收取流量税,“没有发生根本的变化。”王磊说,如果完全用之前的模式来做是最快的,但却不是最合适的。此前美团财报数据显示,美团外卖的交易额增速从上半年的97%降到了第三季度的55%,“增速下降的很厉害?#20445;?#29579;磊表示,大量商家的人口和流量红利期已经过去,本地生活服务迎来了新的阶段。在他看来,本地生活服务正在经历着三大变革:一是?#38469;?#30340;变化,正如互联网?#38469;?#20652;生了搜索、娱乐和电商,移动互联网催生了本地生活服务,众多新?#38469;躋餐平?#30528;商家B类产品的升级,比如POS、SaaS等;二是消费结构的变化,外卖在中国餐饮行业的渗透率仍然不到10%,很多90后、00后会更倾向于外卖的生活方式,外卖对很多餐饮企业来说会是巨大的增量;三是人口结构的变化,很多三四线城市要?#35748;?#35937;中?#34987;?#24471;多,餐饮业在这些城市还会有新一轮的增长空间。在这三大变革的机会之下,王磊也为阿里本地生活服务公司提出了2019年的“三个100万”的目标:第一是要给100万商家提供完整的数?#21482;?#21319;级解决方案,不仅包括口碑?#25237;?#20102;么,还有整个阿里集团的生态能力。比如零售通、菜鸟等的供应链服务,蚂蚁金服的金融服务;第二是服务新的100万商家上线互联网,?#32469;?#26159;中低线城市商家;第三是要新增100万工作岗位。毫无疑问,对于饿了么与口碑合并之后的新公司来说,为商家提供数?#21482;?#21319;级的解决方案成为重中之重。对于此前为饿了么设定的50%的市场份额,王磊向新浪科技称饿了?#35789;?#22330;份额?#20013;?#22312;涨,在一些区域和城市已经实现了对美团外卖的反超。不过,他不再将份额作为衡量本地生活服务公司的唯一标准,“前期提市场份额是为了竞争,与口碑融合到大体系之后,我们需要做融合,需要做数?#21482;?#21319;级服务。”王磊说,新的阶段的重心是如何把商家从以前的流量时代升级到数?#21482;?#36816;营时代。不过,数?#21482;?#20063;是竞争对手美团在强调的。美团CEO王兴此前就表态餐饮行业的供给侧数?#21482;?#21018;刚开始,美团的定位同样是餐饮企业数?#21482;?#30340;赋能者。王磊向新浪科技表示,借助阿里集团的能力,阿里本地生活服务公司在数?#21482;?#19978;有着美团不具备的优势。首先是?#38469;?#32500;度,比如淘宝能够做到千人千面,不仅仅是算法问题,更是大数据的问题,“有没有足够的数据,有没有足够的沉淀让推荐更精准,其他?#25945;?#19982;我们不是在一个维度上的竞争。”其次是运营体?#25285;?#38463;里有着完善的线上和线下运营体?#25285;?#20854;他?#25945;?#19982;阿里在运营经验上也不在一个维度;最后是经济体的力量,阿里的多元化业务可以让专业的人做专业的事,比如金融业务,就可以开放?#28044;?#35753;蚂蚁金服来做。市场需要竞争 商家不该被?#25945;?#21106;韭菜在商家恳谈会上,不少商家表达了对费率的担忧。近期,央视财经在节目中就报道了部分美团外卖商家因佣金涨至超20%而退出?#25945;ā?#32780;口碑也将在今年3月结束免费期,开始向商家收费。王磊对此回应称,赋能商家应该授人以渔,而不是竭泽而渔。他透露,阿里本地生活服务公司将在春节前后推出“暖冬计划?#20445;?#23545;于商家端,会只收取合理的费率,口碑的费率最低可以做到是美团的五折,饿了么则保持费率不涨,甚至会因提高运营效率而?#20852;?#19979;降;对于用户端,?#19981;岢中?#21152;大力度投入,不仅是红包补贴,还包括更精准的营销等。王磊举例来论证了阿里和美团在费率上的不同做法。阿里2018财年整体交易扣点不到4%;而美团目前整体的扣点是13%。“我认为这不是特别健?#25285;?#32654;团的收入增速在降,扣点却在涨,这不?#19979;?#36753;。”王磊说,“这个行业还应该有更好更快的发展,而不是更早的割韭菜。”在王磊看来,要解决费率问题,除了转变运营模式之外,保持竞争也是一种重要的方?#20581;?#27604;如有报道称微信正在内测新的功能插件?#26696;?#36817;的餐厅?#20445;?#29978;至不少餐厅也在通过抖音等短视频App进行宣传和引流。“现在这个行业不是玩家太多,而是玩家太少?#20445;?#29579;磊说,越多玩家竞争,就会产生更多创新。而对于阿里本地生活服务公司来说,他并不认为有竞争是件坏事。一是有竞争对手做得好的地方可以学习;二是有竞争才会有压力和创新。竞争对市场也是好事,“不能说扣点多少一定是合适的,但最起码让商家有选择,最终一定会?#19994;?#26368;合适的点。”

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bian hua, wai mai zai zhong guo can yin hang ye de shen tou lv reng ran bu dao 10, hen duo 90 hou 00 hou hui geng qing xiang yu wai mai de sheng huo fang shi, wai mai dui hen duo can yin qi ye lai shuo hui shi ju da de zeng liang san shi ren kou jie gou de bian hua, hen duo san si xian cheng shi yao bi xiang xiang zhong fan hua de duo, can yin ye zai zhei xie cheng shi hai hui you xin yi lun de zeng chang kong jian. zai zhe san da bian ge de ji hui zhi xia, wang lei ye wei a li ben di sheng huo fu wu gong si ti chu le 2019 nian de" san ge 100 wan" de mu biao: di yi shi yao gei 100 wan shang jia ti gong wan zheng de shu zi hua sheng ji jie jue fang an, bu jin bao kuo kou bei he e le me, hai you zheng ge a li ji tuan de sheng tai neng li. bi ru ling shou tong cai niao deng de gong ying lian fu wu, ma yi jin fu de jin rong fu wu di er shi fu wu xin de 100 wan shang jia shang xian hu lian wang, you qi shi zhong di xian cheng shi shang jia di san shi yao xin zeng 100 wan gong zuo gang wei. hao wu yi wen, dui yu e le me yu kou bei he bing zhi hou de xin gong si lai shuo, wei shang jia ti gong shu zi hua sheng ji de jie jue fang an cheng wei zhong zhong zhi zhong. dui yu ci qian wei e le me she ding de 50 de shi chang fen e, wang lei xiang xin lang ke ji cheng e le me shi chang fen e chi xu zai zhang, zai yi xie qu yu he cheng shi yi jing shi xian le dui mei tuan wai mai de fan chao. bu guo, ta bu zai jiang fen e zuo wei heng liang ben di sheng huo fu wu gong si de wei yi biao zhun," qian qi ti shi chang fen e shi wei le jing zheng, yu kou bei rong he dao da ti xi zhi hou, wo men xu yao zuo rong he, xu yao zuo shu zi hua sheng ji fu wu." wang lei shuo, xin de jie duan de zhong xin shi ru he ba shang jia cong yi qian de liu liang shi dai sheng ji dao shu zi hua yun ying shi dai. bu guo, shu zi hua ye shi jing zheng dui shou mei tuan zai qiang diao de. mei tuan CEO wang xing ci qian jiu biao tai can yin hang ye de gong ji ce shu zi hua gang gang kai shi, mei tuan de ding wei tong yang shi can yin qi ye shu zi hua de fu neng zhe. wang lei xiang xin lang ke ji biao shi, jie zhu a li ji tuan de neng li, a li ben di sheng huo fu wu gong si zai shu zi hua shang you zhe mei tuan bu ju bei de you shi. shou xian shi ji shu wei du, bi ru tao bao neng gou zuo dao qian ren qian mian, bu jin jin shi suan fa wen ti, geng shi da shu ju de wen ti," you mei you zu gou de shu ju, you mei you zu gou de chen dian rang tui jian geng jing zhun, qi ta ping tai yu wo men bu shi zai yi ge wei du shang de jing zheng." qi ci shi yun ying ti xi, a li you zhe wan shan de xian shang he xian xia yun ying ti xi, qi ta ping tai yu a li zai yun ying jing yan shang ye bu zai yi ge wei du zui hou shi jing ji ti de li liang, a li de duo yuan hua ye wu ke yi rang zhuan ye de ren zuo zhuan ye de shi, bi ru jin rong ye wu, jiu ke yi kai fang jie kou rang ma yi jin fu lai zuo. shi chang xu yao jing zheng shang jia bu gai bei ping tai ge jiu cai zai shang jia ken tan hui shang, bu shao shang jia biao da le dui fei lv de dan you. jin qi, yang shi cai jing zai jie mu zhong jiu bao dao le bu fen mei tuan wai mai shang jia yin yong jin zhang zhi chao 20 er tui chu ping tai. er kou bei ye jiang zai jin nian 3 yue jie shu mian fei qi, kai shi xiang shang jia shou fei. wang lei dui ci hui ying cheng, fu neng shang jia ying gai shou ren yi yu, er bu shi jie ze er yu. ta tou lu, a li ben di sheng huo fu wu gong si jiang zai chun jie qian hou tui chu" nuan dong ji hua", dui yu shang jia duan, hui zhi shou qu he li de fei lv, kou bei de fei lv zui di ke yi zuo dao shi mei tuan de wu zhe, e le me ze bao chi fei lv bu zhang, shen zhi hui yin ti gao yun ying xiao lv er you suo xia jiang dui yu yong hu duan, ye hui chi xu jia da li du tou ru, bu jin shi hong bao bu tie, hai bao kuo geng jing zhun di ying xiao deng. wang lei ju li lai lun zheng le a li he mei tuan zai fei lv shang de bu tong zuo fa. a li 2018 cai nian zheng ti jiao yi kou dian bu dao 4 er mei tuan mu qian zheng ti de kou dian shi 13." wo ren wei zhe bu shi te bie jian kang, mei tuan de shou ru zeng su zai jiang, kou dian que zai zhang, zhe bu he luo ji." wang lei shuo," zhe ge hang ye hai ying gai you geng hao geng kuai de fa zhan, er bu shi geng zao de ge jiu cai." zai wang lei kan lai, yao jie jue fei lv wen ti, chu le zhuan bian yun ying mo shi zhi wai, bao chi jing zheng ye shi yi zhong zhong yao de fang shi. bi ru you bao dao cheng wei xin zheng zai nei ce xin de gong neng cha jian" fu jin de can ting", shen zhi bu shao can ting ye zai tong guo dou yin deng duan shi pin App jin xing xuan chuan he yin liu." xian zai zhe ge hang ye bu shi wan jia tai duo, er shi wan jia tai shao", wang lei shuo, yue duo wan jia jing zheng, jiu hui chan sheng geng duo chuang xin. er dui yu a li ben di sheng huo fu wu gong si lai shuo, ta bing bu ren wei you jing zheng shi jian huai shi. yi shi you jing zheng dui shou zuo de hao de di fang ke yi xue xi er shi you jing zheng cai hui you ya li he chuang xin. jing zheng dui shi chang ye shi hao shi," bu neng shuo kou dian duo shao yi ding shi he shi de, dan zui qi ma rang shang jia you xuan ze, zui zhong yi ding hui zhao dao zui he shi de dian."

    

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