The more we communicate, the more I find that the spring of industry internet is really coming

I have been staying in Chengdu for more than a week. There are two reasons: on the one hand, our partners in Chengdu, the fourth session of the Chinese liquor electronics business President class, more than 40 domestic beverage companies and large distributors of the boss, senior executives to discuss wine and water utilities and mobile Internet transformation, from the Internet to the traditional industry, I will not miss this opportunity. There is another one is the March annual Spring Rum in Chengdu, as the domestic drinks, food, beverages and other industries the largest event, a large number of enterprises, distributors and industrial chain in all aspects of people gathered in Chengdu.

In the class of President class, you have a collision of thinking. Every day I will be with different enterprises, distributors of people to communicate and communicate, the more I find the more the industry of the Internet spring is really coming. Here's how I feel about myself in a few ways.

I this exchange of enterprises are mostly concentrated in the beverage industry, food industry, property management, services and health care products industry, such as traditional consumer-level industry, the size of different, tens of millions of, a few billion, billions of of all have. So more of the experience, but also consumer-oriented consumer goods industry and services sector, other areas of contact with less, do not understand. Do not have a condemnation.

Winter or Spring

The winter of industry almost everyone will mention, it should be the real winter has come. But to delve into its essence, this winter is not the cold winter of demand, not the shrinking of the industrial scale users of the cold winter but the traditional business model and business logic of the winter. There are several reasons.

First, for the liquor industry, the biggest impact of the past two years on self-study Li Wen brought about by the anti-corruption and limit the three public consumption of the blow, thoroughly shattered the past decade of the liquor industry's high-speed growth of the powerful logic. The greater the brand of liquor, the more the sales rely on official channels such as government forces. But the approval authority of the decentralization, market economy more and more open, such a trend in the next few years will be more and more strengthened, then lead to rent-seeking space without the powerful logic does not exist, the past effective business model and sales model suddenly lost its utility. Some of the liquor companies I contacted 13 years of business consumption sales fell very serious, the decline of more than 80% of the abound.

Second, the old channel sales model of resistance, this in the consumer goods industry is very obvious. In the past, the consumer goods industry model is the development of products, advertising, open investment conference back, to channel Yahuo. Last year the industry was so bad that many companies were old, Yahuo, shipments or sales, but inventories did increase dramatically. Today, just see 2013 Maotai net profit growth of 14%, and this corresponds to the inventory is also greatly increased. It looks beautiful, but eventually the manufacturers will pay dearly for it.

Third, the traditional product development model failed. Weak sales channels, enterprises think of the development of new products this one stimulant. Continue to develop new product lines, from a series to multiple series, from a price to a multi-level price, from the supreme experience to the nobility of quality. Constantly give new concepts to products and create new slogans. The problem is that not only consumers can not distinguish between this product and that product difference, the product and the difference between the product, is even the manufacturers themselves are not clear.

Four, the channel is flattened. Thanks to the popularity of electric dealers, consumers in the Electronic business platform to buy more and more. This is the elimination of the long, online on the start of the direct impact of the offline sales. So everyone is shouting about the electric business, mobile, although there is no deeper understanding of these.

Five, the impact of Internet brands. You may not imagine, millet, Huang Taigi, the beef brisket, three squirrels and so on in the eyes of traditional business people is how glittering, of course, this also benefit from our marketing, training, consulting, media and the internet thinking community to spare no effort to spread, you can on many occasions can these familiar cases, At the same time the wine field also appeared such as Jiangxiaobei, such as young fashion products. From my point of view, this is actually a good thing, on the one hand these cases have their merits on the other hand, the traditional industry to appreciate the charm and power of the Internet. 1, let us really realize that we do not understand the consumer, shouting for many years from the consumer recently last implemented is the nearest channel; 2, really realize that enterprises only close to the user can have a future.

So from my own feelings, we say that the coming of the winter is essentially our traditional sales model, the traditional development mode in varying degrees encountered a great bottleneck. Three public consumption decline, the channel Yahuo ineffective, the development of new products sell not move, more important consumer habits have changed, taste Word-of-mouth has also changed. So winter is not the industry's winter but the business model of the winter, on the other hand is the industry's spring is coming because it will force the traditional industry practitioners to break through, to change, to explore the nature of real business.

Ii. The confusion of transformation

In all of the traditional industries that I have communicated with, most people have seen that change is imperative. Once talked with a big dealer's boss has had the exchange he also mentioned that now the business is not good, must change the mentality. The day before yesterday with a Chengdu property company Mister Chat, his property management of more than 20 local communities in Chengdu, he also said, now do not turn three years later is a death. Even I was surprised, there is such a determination and perseverance is really rare. But even so, I found that most of the people were confused.

1. Where to go? I used to say that now is a chaotic era, mobile internet people want to step into the traditional industry, the traditional industry people want to embrace mobile internet, but no one has a molding and effective mode, are groping. Whether it is the internet giant, or industry giants are in fact in the exploration period, the electric business, O2O, mobile interconnection, social media marketing various theories of various models swirling, this for many enterprises are puzzled. There is an enterprise marketing vice president told me, now very confused do not know which mode to choose. Various theories are more, which is reliable? Each platform is waving, in the end should be how to choose.

2. How to go? For some thinking enterprises, how to find the transition point, business development path is what, can achieve what kind of goal has become a hot topic of second concern. In fact, many enterprises have seen the original mode of unsustainable, but also feel that should be changed or even a lot of enterprises are trying, but specifically how to go not clear.

3, resources How to configure, this side has an organizational structure of the problem. Prior to communicating with an entrepreneur in Chengdu, he already knew that it was a good idea to turn to a user community operation in his original business. But he is very confused is how much money to invest, how to adjust the organization structure, need to configure many people, employees need what kind of quality, how to run users, etc., later found that this is almost all enterprises are pondering the problem.

4. How to distribute benefits. No matter how the transformation, the electric business or O2O is to open up new channels, online and offline balance is a problem to be considered. At the same time also to consider the company inside and outside, supply chain, procurement, retail channels, corporate sales, distributors, and even logistics and distribution needs to do a comprehensive consideration, and the problems faced by different enterprises are not the same.

The above four aspects of the problem, basically throughout the trip to Chengdu, in the past half a year with all the traditional industry to communicate these problems have been.

Third, how to break the Bureau

With so many reasons and so many questions, how can we solve these problems? The rise of the Internet personal thought that the biggest idea is that internet companies really do a user-centric, mobile Internet for traditional enterprises is to return to the commercial nature, it should be user-centric. Manufacturers, distributors, sales terminals, consumers, the past more than 10 years, or even longer time, all of our manufacturers are only doing one thing, what's the matter? The inventory from the manufacturers moved to the dealer there, never do consumer interaction, our chain is broken chain, all the model is to the dealer Yahuo, now the situation to the situation, all manufacturers are still in the dealer Yahuo, this time is not to Yahuo to do is pulling, Not to develop new products but to get through to the consumer link.

1. Two transformations and a relationship

Traditional enterprises need to have two transformations: one is the transformation of product thinking to the user's thinking, the other is the change of trading thinking to Operation thinking. Before we develop products to advertise brand, in fact, a lot of products and consumers have no relationship, and now we have to change the way of thinking began to really pay attention to consumers, to be able to reverse the product development from the user, enterprises to do the product is ultimately to meet user needs. Over the years, the relationship between business and consumers is a simple trading relationship, in the final analysis is one-time, you pay me to give the goods and then there is no then, the transformation into operational thinking is to focus on establishing a more long-term connection with consumers and not just a transaction behavior.

Today's mobile internet is important in fact, because everyone is a very important circle, and every circle behind, there will be based on the people you trust, must make him your most important foundation of trust. We used to be based on a business relationship, and later we want to become a relationship based transaction. The core is in with the user thought and the operation thought, takes the user as the core to establish the long-term relationship with the user.

2, exerting force point

This time in Chengdu my feelings are also very obvious is that the traditional enterprise executives are beginning to recognize this piece, the user-centered, focus on building a more long-term relationship between enterprises and users, the relationship based on the transaction into a relationship based transactions. We are all aware that only the mastery of user resources, only to narrow the distance with users, the future regardless of how the situation changes will be invincible. Then from this point of view, we come to the traditional enterprise transformation path is very clear, whether it is the electric business, mobile interconnection, O2O, these final foothold are to be able to help enterprises precipitate consumers, settling users, and ultimately enable enterprises to build their own core user community, Not for enterprises to precipitate consumers and users of the electric quotient or O2O mode are bullying.

Now O2O is very hot, personal thought is also a very good model, but the more in-depth found that the Internet company's O2O and traditional enterprise O2O is not the same. The Internet is O2O online, and for several giants, the line is relatively saturated and they can only go down the line. Go down to the line, for Ali and Jingdong, the best mode is not to open their own shop online, or large-scale investment funds, and other time is not allowed. Only use their online advantage to expand the line under the line, under the integration line under the resources. With the line on the flow of resources under the command line partners, for the offline Internet dividend, this time the user eventually deposited in these platforms.

But the traditional enterprise's O2O is the line down to the line, how to say is that the traditional businesses in fact every day under the line has a lot of scattered traffic-through the group purchase platform or online preferential platform to the guests in a sense is also scattered traffic-but there is no good means to the original consumers precipitate down, Through a variety of means and ways to enable them to actively transform into users, and then through the continuous expansion of Word-of-mouth user groups, through the line to provide convenient online services, and ultimately form their own user community. If there is no good means of settling these guests, it is only a consumer experience to occupy the minds of the guests. So I think, for most of the traditional enterprises, they have consumers, but no users, how these consumers precipitate down to become users, how to maintain active these users, how to build a reputation worthy of everyone to study well.

These two different modes of O2O essence lies in their respective advantages of resources, internet companies strong online and traditional enterprises strong online, so all have to take advantage of their own resources. From this point of view, the traditional enterprise transformation foothold is offline, find what they have, take advantage of their own advantages of resources This is our point of exerting force. Have pricing power and brand enterprises to do the platform, online integration under the line. No pricing power and brand of business or business, is based on the current "circle" to do "service."

3. The stage theory of user operation

We mentioned above for traditional enterprises, the core of the transformation is to establish a long-term relationship with the user-centered thinking, exerting force point lies in the enterprise's offline advantage resources. Then in the specific operation should be retained, active, La Nieu, Cross-border, user community such a ladder-like stage of development.

Retained: There are two points, one is to comb their original source of consumer, the second is to find a profit point can let these consumers into the enterprise system can precipitate down.

Active: retained by consumers, how to hook up their desire to buy through the interaction, how through a variety of activities, feedback behavior active users, through the offline activities, quality service to enhance Word-of-mouth final consumer repeat purchase, resulting in loyalty and stickiness, become enterprise users. Active process, is not a simple integration method coupons on it, the key is to interact with the user, after the interaction of their own adjustment to optimize the user experience, this is the process of Word-of-mouth.

La Nieu: retained users, one of the purposes of active users is to promote user loyalty, the second is to promote the ARPU value, the third is to allow these loyal users to bring friends around him. People to clustering, objects to group points, our target users are in fact lurking in our users around, we need through our loyal users to pull these people over, this is a typical word of mouth, with very low cost to expand our user size.

Cross-border: transform social resources to build a business alliance, create a consumer experience, innovate consumer values with products and services, and plainly either do it yourself or find a partner. Provide products and services not previously available based on user needs.

User community: Online under the high fusion, display, interaction, service, transactions in place, the final form of the enterprise's own user circle, the formation of users from the organization.

4. Control Rhythm

Transformation is a big proposition, there are many aspects of the problem to be considered, there is a need for resources input, this is not to say that in the beginning we will be large-scale whole company to go, in the future is not clear or the model is not very clear circumstances, full turn is not desirable. Personally more recognized from the anticipate, starting from small, early in the enterprise plot may be very little scope, little resources to move up, and then continue to explore the model at the same time to train the corresponding talent when the effect is really revealed, do not push everyone will follow the new model. To adjust the posture in the run, small step trot in a sense is also in the practice of Internet thinking.

So for the traditional enterprises, whether it is a large enterprise or small enterprises, whether the brand or distributors. Need to understand that no matter how we move the most core is the user, can master the user to have the future. But we also have to find our foothold and the force point, with the help of the retained, active, La Nieu and Cross-border way, ultimately form their own core user circle and community. Users who are stable, who are active, who will have business opportunities. In the future, companies with accurate and massive user data and a large number of "user communities" will be incredibly powerful!

Iv. on Water Delivery services

This means that the delivery of water is a service provider, the traditional enterprises to dig gold we provide corresponding services to help transform. Since last year, I focused on the traditional enterprise mobile interconnection transformation In this respect, constantly with a variety of business exchanges and communication, and constantly thinking, with the help of the actual transformation project to complete the verification of thinking slowly formed a more complete ideas and ideas, and standardized product system has been formed. I believe that with me to see a few people in this area, many people are trying to help the traditional enterprise transformation. But when I went into it, I found that the water delivery service was not enough.

1, do not simply to cut into the marketing, now a lot of service providers are shouting is the micro-marketing concept, a variety of traditional industry people. As far as I can see, this model is becoming more and more unsustainable, and people in traditional industries are not as tyrants as we think, without any internet thinking and what they say. In my communication of these traditional enterprises, many are very good ideas to understand the nature of the industry, but also some in doing some very good practice. Transformation to tell the truth is a systematic project, is simply marketing can not summarize the overall picture, and I increasingly feel that the future of corporate marketing will become increasingly weakened, replaced by the operation.

2, to penetrate the industry, with the more I contact, I increasingly find that the business logic of different industries vary greatly, and that is, the same industry has many and complex business needs. Before I was not clear ex-factory prices, dealer price, terminal price, market price is how to do, not clear how traditional channels are set up, do not understand how the enterprise is thinking, sometimes the problem is often more important than the answer. Only deep into the industry, these things will be shown in front of you, you can really explore what is the real demand for the future, we provide the solution to the enterprise how to combine, how to optimize. The attempt to take a simple system takes all the industry is not realistic, the individual thought that this model will become more and more difficult in the future.

3, can not light to IT systems, software system is just a tool, how to apply and landing is the key. In practice, we need to continuously optimize the product system, but also want to understand the operating system, service system, and even how the organization, how the allocation of staff, how the distribution of benefits now need to feel clear, the formation of standardized procedures, the sword is not a good sword is just a rotten iron bar. I concluded that the mobile O2O IT system, operating mode, service system, staffing, interest balance, is the five major links.

Transformation cannot have Biching. Traditional enterprises to the Internet to embrace the mobile internet, it is a painful process, to constantly overcome their own mind-set, including path dependence. We need to be patient enough to make the transition as fast as we can, rather than pushing it too slowly. The end is to do a good job, not to complete an indicator.