In the Internet, especially the mobile internet tide, traditional enterprises are seeking transformation

In the Internet, especially the mobile internet tide, the traditional enterprises are seeking transformation, but the success of the case of transformation is very few, the reason in the end where? For this issue, the first two days Pugo and a successful career in the traditional industry friends chat, the other side of the traditional enterprise transformation of the Internet has a deep understanding, with their own understanding, Pugo to share some of the views of the friend, welcome to discuss the exchange.

Trap one: Can't change the path dependence

For the current market in the popular Internet transformation, Internet thinking, O2O and other concepts, many of the traditional business owners yell even more diligent than the Internet peers. To O2O for example, from 2012 to the first half of 2013 O2O discourse right also in the public comments, the United States and other Internet companies; in the second half of 2013, with a succession of traditional enterprises announced the O2O strategy, they quickly became O2O representative.

However, these O2O transformation of the representative enterprises to dry out the actual effect is very little, not the O2O concept itself, one of the important reasons is that the traditional enterprises, although the new slogan, but actually did not get rid of the previous way of doing things, that is, they did not change the path dependence. The greater the size of the traditional enterprises, the accumulation of "successful experience", the more the more difficult to completely turn the greater.

For most traditional brands, the path to success is almost all: open investment Meeting, Yahuo to large distributors, large distributors to small dealers, to pay for a TV ads, find ways to settle in a big store, in conjunction with the opening of some brand flagship store, product sales are probably good, at least from the brand manufacturer's point of view the goods have gone down. But the internet era of the path is clearly different, it is transparent, the information asymmetry to eliminate the channel at the same time to flatten, obviously before the traditional practice is difficult to continue, traditional enterprises into whether the past successful experience of the infinite entanglements.

Trap two: Ignore User Center

It's hard for anyone to forget the past successes; traditional brand manufacturers have been working with big dealers, and maintaining a good relationship with them is half the success. Therefore, most traditional brand operators rarely really and users to deal with, set up the user center almost became a complaint processing center, but also often adopt PR means to suppress negative rather than choose and users to do direct communication.

Too far away from the user has become one of the common failings of most traditional businesses, especially as the younger generation affected by the Internet becomes the mainstream of consumption, and traditional companies are losing their future quickly. Through the traditional market research to capture market dynamics and trends, not only inefficient but also easy to be misled, and other products produced after the discovery of the lack of access to the young community's favor.

The older generation of consumers seems to value brands (such as the belief that "well-known trademarks"), but in fact, brand awareness is weak, and they are in the era of the overall lack of material, so the traditional enterprise competition to fight channel, channel-driven brand. And now more and more is a product surplus and channel diversification era, the value of the brand should be more attention. But the way to build the brand itself is changing, to find the brand's target users and meet their needs only exist value. Moreover, as the younger generation's personality needs are becoming more and more fragmented, it is more urgent and important for traditional brand makers to connect with them.

Trap three: Too sales-oriented

In the establishment of the connection with the user process, most of the traditional enterprises are often quick, too much of the sales-oriented to judge. It is true that both the O2O and the whole channel are designed to promote performance, but if the longer term, the basic starting point for any enterprise is to meet the needs of users, sales are to meet the needs of the user's natural results.

In the case of micro-blogging and other social media operations, the vast majority of traditional enterprises also have micro-BO micro-letter, but often to find third-party operators, the content of the official property is strong and boring. After a period of operation, the microblog micro-letter was limbo to promote the performance. Obviously, it would be a big mistake to position microblogs, especially micro-letters, as sales attributes; As mentioned earlier, the biggest crisis for traditional brands is the lack of users and connections to users.

Therefore, when there is a direct connection with the user platform, to do is to operate users, by giving pride to encourage users to participate in activities, and truly listen to the needs of users. A brand's social platform fan is a huge asset, and its value is not how much sales are realised, but how they can help with store location, product design, and service promotion.

Trap Four: Forget the product

Many brands are also in the past, such as the franchise system gradually changed to direct camp, in the store to provide WiFi, social media in the propaganda ability is also good, but the actual effect is very general. The reason, many traditional enterprises forget the concept of product-oriented. Both offline and online channels are based on the product itself.

The internet is really an advanced productivity, more efficient than offline channels, but from a sales point of view, its function is only to solve the "wine is also afraid of the alley deep" this problem. "Bouquet" is fundamental, if the wine is not fragrant, the negative impact of the Internet will only be greater than the traditional channels. Many traditional enterprises only see the Internet more efficient side, but ignore the internet is also more lethal.

Therefore, although the times in rapid change, but in any case, the user's demand for good products will not change. For the traditional enterprises that are in the O2O transformation, we must first do well the products and services themselves, and then find ways to use the Internet to expand sales channels, customer relationship maintenance, collect feedback to improve product services, to achieve product production to circulation to improve the closed loop. Billion-European network that the real industry in the foreseeable future will still be the main channel of consumption, the difference is that the industry, the fittest, those who adapt to the trend to change the enterprise will become the next winners.

Wen/Huang