"Brother, Xinhao, please let me go."

The comments made by the white-collar Weibo account did not cause any commotion.

Li Zehua never dreamed that for the first time in his life, he would have a quarrel with a competitor online, and the target of his scolding was the offline channel dealers.

Rather than the Internet business leaders he had expected, such as Jack Ma, Baidu, and Tenda.

The boss of a legitimate e-commerce platform started a quarrel with Gome Su, which turned into a quarrel and a brawl on the Internet.

The culprit was none other than Brother Dong.

Liu Qiangdong, who was sitting on the computer reading the chat history, looked disgusted and said, "Go away, go play somewhere else. You don't even have a verified Weibo account, and you still have the nerve to say that you are a well-known Internet entrepreneur."

“Is Weibo so popular?”

In response to his question, Dong Ge asked, "Did you just come from the countryside?"

Li Zehua was a little confused. He didn't know much about how popular Weibo was in history.

For those who come from the mobile Internet era, it is difficult to understand the appeal of the limited channels for watching melons at that time to ordinary people.

These people who surf the Internet are bored every day. They chat in QQ groups, Baidu Tieba, Tianya and Mop websites, but they are still separated from the parties involved.

Is there anything more exciting than watching verified celebrities and idols quarreling with each other on Sina Weibo?
Sina has created a microblog on idol economics, which is a perfect match for your field. Don’t you agree?

Don't you even look at who the president is?

When Li Zehua first started his business, he considered using Weibo. However, he didn't know any celebrities, let alone the ability to invite them to join for free.

That’s why I go out to deliver food and express…

After being scolded on Weibo, he has to get back at them!
I was speechless. I just got off the plane and ran to JD.com's headquarters in Yizhuang, ready to talk to Brother Dong about something, but when I opened the door, I found that I had been shot by an arrow.

The archer is Li Bin, the deputy general manager of Su Ning.

It’s all Dong Ge’s fault. He was jealous of Pinxixi’s profits from selling large home appliances. Not only did JD.com want to launch a home appliance category, but it also had to involve Pinxixi in the interaction.

Originally, Pinduoduo mainly operates in towns and rural areas, and there is not much conflict of interest between it and large dealers in cities, and the two are also on different tracks.

At best, Pinxixi is like building a dam on a small stream upstream of a river (experience store), intercepting the water that flows into the larger rivers (rural consumers).

However, heavy rains hit many places this year (home appliance promotion policy), and the water levels in the rivers rose sharply. Large dealers made a lot of money by relying on this wave of policy dividends, and did not feel the threat of Pinxixi for a while.

But JD.com is different. Its user groups are mainly concentrated in cities, especially big cities, forming direct competition with offline dealers.

If one more unit is sold online, one less unit will be sold offline, which has a huge impact.

Especially with the support of the Pinxixi channel, JD.com quickly reached supply agreements with major manufacturers.

At the beginning, Li Zehua was quite happy. It was very cost-effective for the two companies to purchase together. The more goods they purchased, the lower the cost and the more money they made.

What's more, they can get help from JD.com's self-operated warehousing and logistics center, saving a lot of storage and transportation costs.

But soon, something went wrong.

Because Dong Ge does things just like him, he is impatient and can't wait at all.

Before reaching an agreement with the manufacturing manufacturers, he arranged for JD.com to launch a full range of home appliance products.

Then, things got out of hand!

What is JD.com’s mission?
Always only make 5% reasonable profit to maintain normal operation of the company.

But offline dealers need to make excess profits, otherwise how will the sales staff maintain the rental costs of so many offline stores?
This move of his has stirred up a hornet's nest. Not only the dealers, but even the manufacturing companies are scared. If this continues, the price system maintained by the manufacturers will collapse.

Unlike in the past, Su Ning did not cooperate with JD.com to engage in commercial promotions. This time he was really angry. Li Bin, the vice president in charge of business, jumped out and made sarcastic remarks at the first moment.

He was just short of calling out names and scolding them.

Liu Qiangdong is not the kind of person who would not fight back when he suffers a loss. He has not yet joined that circle and his relationship with Su Shang is not very deep.

As a result, they started to argue on Weibo.

Despite all the criticism, JD.com has not stopped its actions. It is making great sales of home appliances by adding 5% to the cost price. If it weren't for the manufacturers' supply restrictions, it would have sold billion yuan worth of them in two months.

Gome's Su Ning has gone crazy. Isn't this simply disgusting?
He doesn't want to make more money, but comes out to ruin everyone's jobs, harming others and not benefiting himself. He is a typical lunatic, and we have to do it.

Gome is better off. It has just gone through a period of great turmoil and has finally managed to stabilize its position. It does not dare to be the first to stand out, but quietly makes some digital products and puts up a promotional slogan to directly engage in a price war with JD.com.

Bringing the flames of war to JD.com's core categories is like poking you in the lungs without making a sound.

Su Ning was not so polite, and he came right up to her and exposed the fact that manufacturers controlled the supply and JD.com was forcing consumers to buy products out of stock...

"It's all slander. You can see that JD.com finally delivered all the goods to consumers."

Dong Ge looked aggrieved and analyzed everything to Li Zehua, who almost went crazy.

"So you sold all the goods I had stored at JD.com's warehouse?"

The big manufacturers are very determined to maintain the price system. When they saw JD.com doing this, they immediately restricted shipments. But this is not a problem for Brother Dong. If you don’t ship the goods, I have them in my own warehouse.

"No way, don't you keep mentioning half-brothers?

What's yours or mine? I'm borrowing it for now. I'll return it to you when the goods ordered from JD.com arrive. The production dates are all the latest."

Brother Dong looks like you're taking advantage of me, but underneath his honest face, he's actually very shrewd and ruthless.

Li Zehua patted him on the shoulder, really impressed, "This is the product ordered from JD.com. Now take the money and see if they will sell it to you?"

I am speechless, but I can't just leave it alone. Liu Qiangdong has him in his hands, since Qingyun Group initially owned 14% of JD.com's shares.

The B+ round invested US$4.5 million, accounting for 40% of JD.com's post-investment shares. Qingyun Group and Li Zehua invested another US$1.125 million in their personal names, accounting for a quarter of the new shares.

Including the previous dilution, it holds about 18.5% of JD.com’s total shares, making it a major shareholder.

Dong Ge was annoyed when he heard this. "They are still maintaining the old pricing system and refusing to let go of the dealer system. What future do they have?"

"Yes, yes, e-commerce is the future. So, I would like to ask Brother Dong, who holds the future in his hands, how are you going to return the 1.5 million worth of home appliances that were misappropriated from me?"

Li Zehua was not angry about being scolded as well, but was worried about Dong Ge's unscrupulous style of behavior.

“I have advised you before that it is best to clarify with the manufacturer before launching the project. This is not just a simple price promotion issue, but involves the economic interests of countless people.

Now that things have turned out like this, the negotiations have to start all over again, and those dealers from Gome, Su Ning, Dazhong and Wuxing are causing trouble.

That’s enough for you to drink.”

Everyone says Jack Ma is courageous, but in fact Dong Ge is also fearless. "What are you afraid of? Some people hold conservative ideas and disagree, but there will always be people who agree.

JD.com relies on a 5% profit to maintain normal expenses, providing consumers with the biggest discounts and the best shopping experience, and will sooner or later connect online and offline.

That day, they will all come back to beg me to stock up.”

Having just received US$4.5 million in financing, we have the power to speak with money.

"That's right. With this promotion, JD.com's reputation for being a good place to buy home appliances at low prices will spread, which will be very beneficial for future development. But what about the manufacturer resources?"

Li Zehua couldn't help but ask back, "Almost all home appliance companies, including Gree and Midea, have cut off their supply to you, right?
Without the support of these big brands, what will JD.com do next? Will it get a bunch of third- and fourth-tier small brands, or simply do OEM?

You don’t have Pinduoduo’s sales channels to sell inexpensive and high-quality small appliances to rural areas, so why do you have to rely on manufacturers for your livelihood and at the same time destroy their pots? "

Liu Qiangdong finally came to his senses and asked, "You don't support me?"

"How do you hold on?"

Li Zehua called several big bosses of manufacturers in front of him, but without exception, they all declined.

It’s not that people don’t give face, but the pricing system is an important means for manufacturers to maintain brand awareness and brand value.

They don't even give face to Taobao, which has an annual sales volume of 2000 billion, so how could they care about the thoughts of JD.com, whose scale is just over 55 billion?

Li Zehua was also blamed, saying that he shouldn't supply goods to JD.com.

Pinxixi has now become successful, selling 30 to 50 billion worth of home appliances a month. The growth rate is quite fast, but compared with several major channel operators, the annual sales volume exceeds 100 billion.

There is still a certain gap.

Fortunately, Pinduoduo is an incremental market, and sales in rural areas are extra, so manufacturers dare not go too far. At least they have not said anything about limiting the supply of goods to Pinduoduo.

"You've heard it yourself. More than one manufacturer has said this. You're destroying people's jobs. Who would support you?"

After hanging up the phone, Li Zehua advised him again, "Why try to become fat in one go if you can make more money?"

How could he know that it was the speed of Pinxixi's development that had simply irritated Lao Liu to the point of breaking down.

It took JD.com seven full years to achieve annual revenue of 55 billion. With only one month left, it will surely reach 60 billion.

What about Pinxixi?

Forget it, Brother Dong is very tired and doesn’t want to talk.

Li Zehua pursed his lips. It was obvious that he didn't feel like continuing to attack him, because historically JD.com had only made 40 billion this year, and it only grew by 50% with the support of the entire Qingyun Group.

Compared with Pinxixi, anyone would want to jump off a building. Jack Ma was so angry that he jumped up and down in Qiantang, saying it was unscientific!
Home appliances going to the countryside + group buying in cities, with hundreds of thousands of full-time and part-time employees working together, the power is so great!

“What do you think now? Do you want me to find a time to sit down with a few big guys and talk about it?
Everyone said calmly that there was no need to make things too awkward, and that they would deal with these clowns after they had built up a certain amount of revenue.

Li Zehua was trying to comfort her when Brother Dong pushed the computer screen over to him. He took a closer look and got angry.

"Is this person sick? What does it have to do with me?"

It's really annoying. What's the point of scolding him?
Liu Qiangdong smiled happily, "I let you eat all by yourself, you said you would take me with you to run the rural market, but I haven't seen you for half a month.

Now it’s better. We can be scolded together and feel mentally balanced. "

"I have a serious job in Hong Kong. I thought you were like me, staying in Beijing every day without any work, and not going out to meet new friends."

As Li Zehua spoke, he checked the status on Weibo and, as expected, he was criticized by Su Ning again.

It's all Dong Ge's fault. He keeps provoking people, saying that the goods will be shipped directly from the competitor's warehouse to the customer, so Su Ning doesn't have to worry about it. I didn't know that Li Bin was a buyer for JD.com.

They also casually posted a photo of on-site shipment, which was not a big deal, but the three words "Pinxixi" were included in the photo, which broke the opponent's defense.

This time he really couldn't hold it back. He mistakenly thought that Pinxixi had also joined the price war of urban home appliances. Vice President Li Bin of Su Ning suddenly turned the tables and directly ridiculed Pinxixi.

He was just thinking about how to respond when Dong Ge beside him seemed to understand, "Meet new friends. Have you met investors in Hong Kong? Is Pinxixi planning to conduct a second round of financing?"

Li Zehua took out his mobile phone and planned to talk to Wu Yibin about how to deal with the situation. At the very least he had to scold back, otherwise people would think Pinxixi had no temper.

He responded nonchalantly, "That's about right."

"So fast? What's the latest valuation?"

Brother Dong is very envious. How can this guy succeed in everything he does?
Very angry.

“Tengda’s second offer was for a valuation of US$32 billion, and they wanted 10% of it, 55% in cash, and 45% in cash equivalents and other resources.

Goldman Sachs has provided nearly US$30 billion, all in cash and will provide full support for future listing in the United States.

I haven’t agreed yet. There is still a big gap from the expected target of $45-50 billion.”

JD.com is also a shareholder of Pinxixi, so it will know sooner or later. Li Zehua did not hide it and said it while dialing the phone. As soon as he finished speaking, the call was connected.

"Old Wu, check the Weibo message. Yes, it's the one about Su Ning. Give them a call and ask them what they mean..."

Liu Qiangdong's back teeth were almost broken from biting his teeth, and he wished he could punch him to death.

With a valuation of over 30 billion US dollars, selling 10-15% of the shares can get 4.5 million US dollars.

Why is he so obsessed with this number?

What a coincidence! JD.com just used 40% of its post-investment shares to exchange for US$4.5 million in financing.

If we calculate based on this guy’s valuation of US$45-50 billion, doesn’t that mean Pinxixi is equivalent to four JD.com?

Liu Qiangdong had only been happy for a few days after receiving the financing when he suffered such a severe blow. He didn't want to talk at all.

He was so sad that he wanted to commit suicide by banging his head against the wall, but he decided to get rid of the guy in front of him before he did so.

"What do you mean by not targeting specific third-party companies? Please don't think too much about it?"

Li Zehua listened to the news on the phone and sneered, "He almost called me out for not following business rules. Fine, fine, I won't mention it.

Give me the company's certified business account and I'll take care of it."

Wu Yibin knew his temper and tried to persuade him, "Chairman, please don't be impulsive. Give me a little more time. I promise to handle it well."

"What the hell is this? Any random person can make a fuss. I called to communicate out of respect, but this is the attitude of the response. You are so shameless!"

Li Zehua pressed the speaker button and threw his phone on the table. "Hurry up and get the verification account. People like this deserve to be scolded."

Wu Yibin had no choice but to bite the bullet and said, "Please wait a moment, Mr. Li. I have contacted Sina officials and are getting your account certified as an Orange V celebrity."

"how long?"

"It will only take ten minutes."

"Okay, I'll give you ten minutes. I'm waiting. Don't play tricks."

He was still waiting for the certification, while Dong Ge decided to strike first, set off a fire on Weibo and then run away...

Li Zehua didn't notice and was still chatting with him, "It's not long before the Chinese New Year, we have to seize the biggest promotion opportunity before the Spring Festival, and we don't have to choose this time to be angry.

You can’t go against money, right?”

Liu Qiangdong pretended nothing had happened and said, "Then I'll give you face and let's find a time to sit down and talk.

Actually, I can't understand it. As daily necessities, there is no need to sell home appliances at such high prices. The company conducted a follow-up survey based on recent sales data.

The vast majority of people, including potential consumers, believe that the current retail price is too high. If it is slightly lowered by ten percentage points, the total sales volume will achieve a qualitative leap. "

"The initiative is not in our hands."

Li Zehua sighed, "Manufacturers have their own interests and business considerations. Even if they are willing to lower prices, they will not allow sales channels to be completely controlled by one company.

Therefore, it is impossible to completely defeat the opponent through price war.”

Channel dealers are engaged in a price war, and the ones who suffer are the merchants. Merchants who organize activities must introduce support policies, right?

Once a price war starts, a brand’s short-term sales will surge, but in the long run it will cause serious damage to the brand’s value, premium, and high-end image.

The most important thing is that no manufacturer will tolerate the sales channels being controlled by one company. Who has the final say in the future?
While we were chatting, the phone rang again. It was Wu Yibin again.

"Is the certification done?"

"Mr. Li, you should check Weibo yourself. Mr. Liu Qiangdong just posted something provocative, and Su Ning responded."

"???"

Li Zehua turned his head and stared at someone, who coughed and said, "I forgot to pour you some tea. Look how busy I am."

After saying that, he ran away in a hurry.

"Brother Dong is just fanning the flames and making trouble!"

I didn't have the courage to expose it directly, but once I saw the content displayed on the Weibo screen, I understood everything.

Liu Qiangdong mentioned two people by name, one is Li Bin, the certified vice president of Su Ning, and the other is Li Zehua, who had just registered and was a complete newbie.

"Pinxixi CEO Li: Any cat or dog can come out and bark."

Brother Dong swore that he absolutely did not exaggerate, and that this was what Li Zehua said to him in person.

The chairman of JD.com is also forced into a corner. He is trying to overtake others and make a big splash in the home appliance industry. With sales of 6 million yuan in two months, JD.com is on the verge of taking off.

The results of it?
Because of the opposition from the two largest offline channel dealers, the manufacturer gave up the small one to protect the big one, and cut off the supply directly!
If it weren't for Pinxixi's help, which released 1.5 million worth of goods to JD.com at the purchase price, JD.com would have lost tens of millions just from this wave of promotions.

It would be strange if Brother Dong could swallow this.

"You know what? With a celebrity leading the way, the attention is growing so fast!"

Li Zehua was not really angry. Instead, he was studying the popularity brought by the quarrel between the two big guys. In just a short while, his newly registered Weibo account gained thousands of followers.

A lot of people came in through Dong Ge’s message to have a look. Well, they were all just sitting around with nothing to do.

A large group of people came in and were adding fuel to the fire.

"Watching from the front row."

"He's just a newbie, with just this one piece of information, is he really the chairman of Pinxixi?"

"Hurry up and respond. Vice President Su Ning belittled Pinxixi as just a small rural store that is not worthy of being in a high-class place."

In short, people say all kinds of things, and everyone wants to watch the fun.

"You're selling high-priced goods and still have a sense of superiority? Who gave you the courage, Fish Leong?"

Li Zehua was not one to tolerate anyone and he immediately fought back. At the same time, he was also making arrangements.

"Lao Sun, can you add a home appliance business to Pinxixi group buying to boost performance before the New Year and increase the valuation?"

Sun Tongyu was stunned on the other end of the phone. "That's good, but the key point is that I mentioned it before, the manufacturer doesn't agree to lower the price."

"The price doesn't need to drop, but the manufacturer can control it. Can we just give Pinxixi coupons without any threshold? Send a letter to confirm quickly. I want a final reply today..."

As we were talking, Brother Dong obviously saw the news on Weibo and came in with a cup of steaming hot tea, smiling.

However, he soon stopped laughing.

Li Zehua said to him in person, "I came here today and was planning to give you the JD Dian Kanmu trademark. I didn't expect that a guy like you with thick eyebrows and big eyes would also learn to cheat people."

"ah?!!!"

(End of this chapter)