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写下这个标题时,许多以商务为重的同行们估计会用口水把我淹没。但很现实的问题就是,传统零售业在电商时代纷纷铩羽而归。如果我不是“幸运”地在2004年就经历了外资零售公司到2010年经历民企和国企内资零售公司的话,或许对于轻视技术这个说法不会有如此深刻甚至到了极端的理解。

曾经在很长一段时间里,电商从业人员都在讨论是轻电子重商务还是应该重电子轻商务,后来前者占了上峰。这种上峰反而促成了现在天猫与京东两家独大的局面,因为这两家基本上是中国拥有最多互联网技术人员的零售型公司,均超过了千人的规模。而那些口口声声供应链更重要的轻电子的电商公司,纷纷在规模化的道路或盈利道路上倒地不起,要知道供应链是怎么管理的?难道像传统零售业一样用数以万计的服务员们?从百万SKU的商品采购到几十万平米的仓储物流、百万卖家或几十万厂家代理商的管理,简单的供应链三个字,对技术的要求与造火箭比起来,实际上不会有太大区别!

对于我经历过的三家传统零售商来说,和我经历的沃尔玛和了解的天猫和京东作对比的话,它们的技术水平在中国20年的零售业发展过程中,几乎没有进步,仍然停留在上个世纪的水平。有一家是在2008年才上ERP系统,有一家是ERP系统在电商业务开展上部署,有一家的ERP系统已经无法承受百亿的销售压力和多业态的管理方式。其它接触的部分传统零售商还只用着ERP中财务功能的部分,不涉及商品管理和仓储物流管理。

而对于CRM系统,全部是空白。POS系统也是上个世纪的产物,甚至连OA系统都统一使用一家第三方公司的产品,换公司都感觉不出来。更别提这些系统高效地连接在一起并对企业的运营效率产生深远影响了!这就是传统零售商的现状,这种现状一方面是中国的零售业态主流为商业地产(俗称二房东)导致,另一方面则是轻技术重商务导致。在这整整20年中,伴随着中国城市化的进程和消费水平的提高,传统零售业在这样的技术现状下享受着这两方面的红利,这样的发展过程使得重商务的氛围更加浓厚,技术人员在企业内的地位相当于“网管”,加上技术人员本身重智商轻情商,他们很多时候还会让人感觉似乎不存在一般。在我经历过的传统零售企业裁员过程中,技术人员居然排在了首位!

当然还有一个更核心的原因是在于传统零售业的系统属于相对静态的系统,对系统的需求并没有那么频繁的变更和动态调整的要求,存储和处理的数据量也是基于企业内部商品和财务相关的部分,严格意义上来说属于内网系统且数据量小。那么技术人员在系统搭建完成之后,仅需要进行日常的维护工作即可,加上不重视所谓的情商,被裁也是情理之中。

这种状况持续的后果还体现在企业制度、企业文化和工作环境上,在传统零售业中,在长达20多年的发展过程中,重商务的思维所导致这三个方面已经不再可能适应技术人员的成长。变成了引不进、难成长、留不住的恶性循环!

如果没有出现电子商务,中国的传统零售业或许仍然不会有太大压力,毕竟外资零售商先进的技术并不能在中国本土的零售环境中发挥巨大的优势,加上保密和封闭的管理体系,中国传统零售业也无法很好地了解和实践外资零售商的先进技术。

而电子商务前面带着电子,表明了技术先行,无电子无商务的本质,这一点在中国马云理解的最为透彻,特别是当年亏损6年后淘宝为了实现盈利推出的“招财进宝”排名竞价的互联网产品因为技术的不成熟被无情地否决之后,不惜牺牲40%的股份出让获得来自雅虎的搜索和竞价排名技术以及多名技术骨干,现在一淘平台的技术负责人即是当年收购雅虎获得的人才!在技术的壮大之后,淘宝快速进入盈利期,不仅是淘宝直通车、还有CPM(钻石展位)广告位、增值开放平台(淘宝API)等等,为淘宝甚至整个集团获得了巨大的收入(2013年盈收超过200亿)。

之后陆续收购中国万网(中国最大的IDC,拥有域名、建站等技术人员,整个公司技术人员比例超过60%)、中国第二大的论坛技术服务商PHPWIND(第一大为DISCUZ被腾讯收购)、中国最大的独立B2C商城技术服务商商派(Shopex),还有后续陆续收购的拥有移动技术力量的友盟等技术型互联网公司,获得了更多的技术人员。加上整个阿里集团企业文化也为吸引技术人员提供了适合的环境和土壤,这个方面不展开细说,有机会去参观阿里集团各个子公司就明白了。

所以在这样夯实的淘宝、天猫平台上成长起来的所谓淘品牌们,基本被废了自建B2C的武功,因为他们几乎没有技术人员的储备和管理经验,甚至不知道如何评估日10万UV需要多少台服务器和带宽。所以出淘的失败和传统零售业做电商的失败在这个方面是相同的道理!

这是阿里集团真实的发展历程,对于快速崛起的京东,商城的代码甚至是刘强东自己带技术团队码出来的,他曾经在公开的行业会议上大放豪言说SAP、IBM根本不懂电商ERP,也永远无法做好电商这样复杂的动态变化快需求多的技术平台,特别是在中国这样的零售环境和喜欢多种多样促销方式的消费习惯中。事实证明也的确如此,中国的传统零售业寄希望SAP、IBM在电商技术领域能够让他们至少和现有的平台同台献技,好让他们专注于商务方面的努力。

可是很遗憾的是,向他们投入巨大资金和资源的中国传统零售商们,得到的是日10万UV就当机,改一个小小的功能或界面就要花费近一个月甚至几个月的时间!苏宁在2012年底京东实现POP开店平台之后,开始在技术上显现出短板,因为其在技术方面的战略合作IBM在国际上没有类似平台的开发经验和技术人员储备,最终导致在开放平台之争中处于下风,更别提京东的云平台和金融服务平台这些需要更强大技术能力的创新应用,还有POP平台的京东快车、API接口等。或许想明白中国超过20种的多种组织的促销方式在IBM这些国际技术巨头看来就已经是在电商前端技术领域在中国很了不起的技术突破了!

这后面的部分和前面说的部分一样地真实和现实,不是这些国际巨头没有技术实力,是他们的技术不适应中国的零售市场,他们需要时间,可中国激烈的非常规的竞争并不会给他们时间。

传统零售业的技术水平和技术认知、吸引技术人员的企业文化和工作环境仍然停留在90年代上个世纪,而他们面对的线上竞争对手的技术已经到云计算、金融创新和API式的开放平台、大数据的精准营销和个性化页面展示、后端已经到可视化傻瓜式操作的未来社会,中国在电商的技术水平在快速增长的销售规模以及激烈多变的竞争环境中,已经可以比肩国外电商巨头甚至互联网巨头的技术并且持续快速地学习和进步中。

技术人员以更加多样化的方式被吸引,包括互联网巨头、电商巨头、移动互联网。巨头们的开放平台更轻松获得收益,像通过淘宝API接口开放一款“满减”的促销工具,年收入高达百万元。这样的平台已经有百度、淘宝、腾讯、微信、微博、盛大、电信天翼、移动MM等等数十家。无论是选择巨头和上千名技术人员共同快速成长、还是选择被投资进入新兴的移动互联网、或是通过巨头们提供的API接口开发服务于巨头上的用户的小软件小工具,都让技术人员的价值得到最大程度的重视且更自由更开心。

传统零售业的死板的教条的企业文化、重视招商采购团队的氛围、西装领带的着装标准、黑白灰的办公家具、板着脸的老板和扫地阿姨、女强人似的女同事那简直就是技术人员的地狱!

或许话说得有点狠,但我相信这些亲自经历和了解的现状会让许多技术人员感同身受,对于不能理解的传统零售业老板们,我只能最后说句更狠的话:轻视技术的传统零售业必死!

本文刊登于《销售与市场渠道版》2013年4月刊,转载请注明庄帅博客并附带原文链接


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