Cloud Strategy Exposure: CRM business sinking wants to capture small and medium power suppliers

"Billion Power network news" and ERP overall situation has been different, the competition of the electric business CRM is still full of variables. Even if it accounts for 10% or even 20% of the market, CRM software providers are moving forward in a sense of crisis.

Hangzhou Cloud Information Technology Co., Ltd. co-president and chief Operating Officer Song Xiangping, to billion power network revealed such a mentality. The CRM company, which has entrenched the vast majority of top sellers, has multiplied over the past year. But Song Xiangping said 2012 was only a slow growth, and the next 2013 was the year of a full-blown CRM market.

Obviously, as more and more electric dealers withdraw from the scale competition, the demand for CRM from the retail and customer-focused business owners is beginning to flourish. "2013 may be a year of definite pattern. Long before the establishment, many people in the industry on the forecast, data analysis and customer management will be the direction of the outbreak. Taobao Business Department is said to be the main service in 2013 is also CRM. ”

The question is whether the earliest "players" will be able to stay ahead of the real outbreak.

Song Xiangping that the challenges and risks that cloud is facing in the market segment are: At present, the penetration rate of enterprise-level CRM is roughly no more than 20%. Similar to the ERP software services, Enterprise-class CRM is not Taobao-style gadgets, small applications, but through the enterprise marketing, data, contact point System Management tools, the price is usually at tens of thousands of-dollar level, really can afford the number of businesses between 10,000 to 20,000. The target customers, a large number of annual sales of more than millions of of the waist sellers, at least hundreds of thousands of of the scale, almost 10 times times the size of large customers. Once the product form for this interval is born, will not only encroach on the middle and lower customers, but also backdraft the upper market.

Therefore, although in the number of customers on the cloud list Jack Jones, seven wolves, gxg, split silk, Han clothes, seven, such as the big brands, but because a large number of markets have not been real excavation, the number of cloud is not fully grasp to ensure a stable jiangshan.

"This is not a clear customer base this year, it could be the next time we overturn." Just as we did before the traditional software vendors, Kaka 1 to 20,000 business market. Someone will rob us before we form a threat. "Song Xiangping for the future CRM market judgment is that the water out of a hole: the business to sink, the more subdivided, more focused, more cohesive team, the product launched, the more competitive." As Oracle, IBM and other traditional software vendors to achieve 30,000 to 50,000 yuan level of products, it should not be such as cloud CRM provider to come professional.

Therefore, Song Xiangping that the more fitting sellers, the more the salesman down, the more able to hold the market. How safe it is to be heavy. "It may even sink to a certain extent can cover a hundred thousand of of the waist customers, service, price matching market demand, cost can hold live." ”

As for how to sink, the sinking process will encounter how resistance, Song Xiangping to billion power network to share the following views:

First of all, there is no enterprise dedicated to the middle and lower reaches of the customer market in doing CRM. Why?

On the one hand, a really good team does not necessarily have a good chance, and may not foresee the opportunity.

On the other hand, even if the opportunity exists objectively, does not mean that can become a business (business model), business down, theoretically set up, large enough, the price can be lower, as long as the service, sales do enough light, you can make money. "But is not really exist, but also consider the mode of operation, products, hardware and software costs, operational costs, sales promotion costs ..."

Therefore, the model is not in, depends on whether the formula is set up.

Second, when the cloud tries to cut into the downward market, the past reliance on advantages can often be a "disadvantage".

For example, the advantage of the cloud is that the product is more high-end, top-down push. Around thousands of of the top electric business customers, using more advanced architecture and software, take away the redundant functions of traditional CRM, the product to do more light and focus. Product flexibility and high degree of automation, very much in line with the top sellers ideas, willing to innovate characteristics. Open up the market stage, rely on services to make up for customer level differences. According to Song Xiangping, the cloud has set up a 30-person implementation consultant to help clients train.

But the problems derived from the above are: too strong and flexible products, high-end sellers covered, and then go down, matching the product of fewer customers. After a certain critical point, is two different forms of products, operating mode is very different.

At the same time, the cost of implementation is too high, which may result in the operation of products. "Tens of thousands of dollars of software can also be matched with sales to sell, but further down a level, you can not go sales to sell." Otherwise it means loss. Can only rely on the way of online, platform to promote the way. Online order conversion. ”

To this end, Song Xiangping's view is that, in the next phase of the cloud to play a good "customer battle", there are two to go:

First, the layout in advance, the introduction of the market in line with the products and programs. This also means that, when the formula is not tenable, the number of clouds have enough time to withstand, even at the strategic level can form a product funnel, ping can accept.

Of course, in this process, CRM vendors to the product transformation, so as to achieve a lighter, lower implementation costs, grasping the cost of each customer service. "Products in the market, mainly in the product core function, a lot of experience to put things back, with services to make up." When the product subject frame to a certain degree of time, should be the product to do experience optimization, more automated implementation, to reduce service costs, forming feedback. ”

Another option is to focus on large sellers, big brands, to meet their increasingly refined needs, that is, the development of a number of customized products and services.

Song Xiangping that customization is a number of cloud must do the market. "With the company positioning, can not rely entirely on the platform of standardized products." In fact, personalized products also have standardized process. The first project customization 3 months, the second project on 2 months, and so on, eventually evolved into personalized configuration, product, can adapt to the needs of large enterprises. ”

In this link, the number cloud can let the product price return to the origin, in this interval, with the traditional CRM vendor head-on confrontation. The bottom of the cloud is that the software vendors that stand out in the more competitive Internet environment have the advantage of price and efficiency compared with traditional CRM vendors. "With tens of thousands of dollars leather traditional CRM's life, the cost pressure can cause oneself also to live." So the real price is probably 50% lower than the hundreds. ”

Song Xiangping to the billion power network that the market will be more commercial, relatively stable, low risk, and can control the choice. Therefore, enterprise-level CRM must move in this direction.