- Tram Ho
“In 9 years, Tiki almost died or” in trunk “5 times, many reasons: out of money, investors doubt, brothers doubt …”, General Director of Tiki Tran Ngoc Thai Son shared very outspoken at a startup event late last year.
On the occasion of the beginning of the New Year 2020, Mr. Ngo Hoang Gia Khanh, Deputy General Director of Enterprise Development at Tiki, had a meeting with young intellectuals. Looking back at the past 1 year, the Deputy General of the e-commerce business with 10 million customers and more than 5,000 employees admitted: “Tiki doesn’t care about being unicorn or not, because that’s the same thing. must be the reason we started our business “.
* 2019 is the year of retreat of many “big hands” in the field of e-commerce. What will e-commerce look like in 2020, in your opinion?
Mr. Ngo Hoang Gia Khanh : The e-commerce market in 2019 has witnessed many important milestones with a positive trend. Specifically, according to the Google report – Temasek, Vietnam’s e-commerce in 2019 reached US $ 5 billion, up 81% compared to the previous 4 years, and is expected to reach US $ 23 billion in 2025.
Good fundamentals (good fundamentals here include factors such as technology platforms, high capital efficiency, customer-oriented thinking …) will take advantage of the industry’s growth momentum. to further develop, as well as gain the advantage to gain more market share from less competitive businesses.
The past 12 months have also witnessed many major changes of the e-commerce industry before the withdrawal of some “players”. For example, Mobile World (MWG) closed Vuivui.vn in December 2018, then Central Group closed Robins.vn in mid-2019, and again at the end of 2019. a series of changes in Vingroup’s retail strategy including restructuring its e-commerce site, Adayroi.
Looking forward to 2020, we consider this to be a challenging year for startups in general and technology companies in particular. The fact that many tech startups have not been successful in the world, such as Uber, Slack, or Wework, has affected investors in valuation and business investment. Although each company and each industry will have different characteristics. In addition, macroeconomic instability, such as global economics and politics, also affects capital flows, and this can lead to reduced investment in technology startups. gone significantly.
However, these challenges are also a springboard for businesses to prove their true competence. Typically, businesses that bring much practical and long-term value to customers, as well as effective cash flow control, will be the factors that continue to stand on the market and towards sustainable development.
* A year can be said to have many events for Tiki, the highlight is the cooperation with some partners …
We always believe that when we want to go far, we have to go together, so cooperation is always the spirit that we always look forward to in Tiki activities.
There are many stories about “being” from cooperation.
For example, the cooperation with Fahasa – the oldest and most prestigious unit in the Vietnamese book industry – aims to give readers nationwide a wide selection of real and quality books.
Another special collaboration is the merging of Ticketbox with Tiki Corporation, helping to bring event ticket service to Vietnamese consumers. A very optimistic result is that after the merger with Tiki, Ticketbox’s sales increased significantly and December has reached a record sales since its inception.
In the future, Tiki continues to welcome “win-win” cooperation with partners in order to bring value to the parties.
* From “Don’t love anymore, I’m tired” of Min to “Brother stay” of Chipu have “shadow” of Tiki. The continuous investment of 100 advertising projects in a series of music videos of Vietnamese stars of Tiki, how effective is that?
Can be clearly seen, everyone mentioned this project and the phrase “Tiki with Vietnamese stars” gradually became familiar with the audience. That is the testament to the media success of this project.
However, to quantify the influence and coverage of the project “Tiki Accompanying Vietnamese Stars”, we can share some figures about the amount of brand impress, number of views … on music videos of Artists as of November 2019 are as follows.
– Brand Impression more than 2.3 billion
– Total view nearly 1.6 billion views
– Notably, up to 13 videos of the project occupied the top 1 trending Youtube.
– Particularly cost-effective, “Tiki Travel with Vietnamese Stars” brings about 20 times more effective than other forms of regular advertising on YouTube platform.
– In May, 2019, the project “Tiki Accompanying Vietnamese Stars” also reached the Top 10 prominent social campaigns from Buzzmetrics.
* Many people still say e-commerce is the field of “burning money”. Specifically, where does Tiki “burn money”?
In order to create sustainable development, besides thinking about profit and loss, businesses, especially those operating in the field of technology such as Tiki, need to focus on investing in long-term strength, such as technology, infrastructure, personnel … to ensure to meet the essential requirements of all business activities as the size of the business is expanding exponentially.
At Tiki, we are constantly promoting infrastructure development, warehousing systems across the country in key cities, including Ho Chi Minh City, Hanoi, Hai Phong, Da Nang, Nha Trang and Can. Poem. By the end of 2019, Tiki’s total warehousing area reached 70,000 m2, doubling over the same period last year.
Technology is also a factor that we focus on investing. The TikiNOW 2h service is a prime example. Technology helps us streamline the warehouse process, shorten order processing time, thereby ensuring the promise of timely delivery to customers.
Personnel are the most important factor at Tiki that we pay great attention to. Up to now, the staff at Tiki has reached more than 5,000 people. In addition to local talents, we also attract foreign experts to work at Tiki, helping to bring international knowledge and experience applied to activities to bring the best products and services. for customers; as well as support the training of young, dynamic and eager human resources at Tiki.
* TikiNOW still seems to be Tiki’s competitive advantage in e-commerce market?
2-hour fast delivery service TikiNOW 2h is a unique selling advantage (USP: Unique Selling Proposition) of Tiki in Vietnam e-commerce market, and can be said in Southeast Asia.
Currently, the sales of the TikiNOW program are accounting for over 1/3 of the total sales at Tiki. The quality of service is also expressed through outstanding indicators, such as the on-time delivery rate of over 99.8% (the rest comes from other unintended factors such as weather, traffic, or customers do not answer …); The number of TikiNOW products applied is also extremely diverse, helping to meet the diverse needs of customers
In order to continue bringing more benefits to customers, TikiNOW will have many improvements, such as customers can choose to deliver in 2 hours or on the next day depending on the appropriate time. There are also exclusive offers only for TikiNOW members like refunds; or most recently during the Lunar New Year, TikiNOW members will receive a direct discount of up to 9% when buying fast-moving consumer products; And many other preeminent benefits will be revealed in the near future.
Tiki aims to bring value 10 times the amount that customers pay for TikiNOW service pack.
* In 2020, what is Tiki’s breakthrough to compete in e-commerce market?
To create competitive power, Tiki always aims to create the best value for customers. The values that over time will still help customers’ shopping experience more fully, including: the variety of products, good prices and convenience when shopping. These are also three factors that Tiki will continue to promote to do better in 2020.
* Starting an e-commerce business is not easy. Looking back at the whole process of coming to Tiki, what do you think is the most difficult and most worrisome for e-commerce? What motivates Tiki to go up, maybe dream of becoming a unicorn in the near future?
The biggest difficulty I think is finding partners who have the same values and vision as the company. He is also competent enough to keep pace with the company’s rapid growth. Since its inception, Tiki has grown 3 digits each year, so everyone’s work is becoming more and more challenging and requires constant learning.
My biggest motivation is the trust of 10 million customers and the dedication of more than 5,000 current employees at the group. We often get asked when Tiki becomes a unicorn. But honestly, the Tiki siblings don’t care about being unicorn or not.
After all, becoming a unicorn is not the reason we started our business. What Tiki team wants to aim for is to develop technology and infrastructure to connect the digital world to reality, thereby making life simpler and easier for business.
* Thank you Sir!
Source : Genk