The survival of the fittest, the difficult transformation of traditional enterprises

From "Look down, see not clear, do not understand", to the fear of "catch up", the face of the rise of the electric quotient, the impact of an up-and-comer, traditional enterprises are suffering from internet anxiety. In order to cure this anxiety, in the past two years, n many traditional enterprises to devote themselves to the tide of electricity merchants.

Indeed, the big change has begun. Often Haier, suning and other giants occupy the newspaper, television, new media, all kinds of downwards Fang Yiqiu, Jiangshan, showing the "electric Business Change Tradition" brings a beautiful picture.

But more people are ignoring the zhongxingpengyue, the hardships of traditional enterprise transformation. For them, not to do electric dealers, will inevitably die, do the electricity quotient, may die, but also may be broken cocoon rebirth. For this glimmer of hope, they are constantly in the "electric injury" on the road to seek the positive solution, they have to face, is a variety of tasting caused by contradictions.

No doubt, set foot on the electricity trade route, is the beginning of a hard and no end of the marathon, injured, cured it, continue on the road, hope is still in front, if the total fall, it means the end of everything. Electric trade route is also "electric injury" road, the survival of the fittest, the deceased has been, natural selection, originally so.

Make or lose

Almost all traditional businesses "electric shock", the most basic and original desire is still a flow of dividends, with bits of the world's information withdrawal, across the atomic world time, Space gap.

"Either the boss is too strong, have a strategic vision, the early start of the layout of the electric business; "Wang Qian told reporters that she is responsible for the operation of a company's online trading, the company's brand apparel has been operating under the line for more than 10 years, there are tens of thousands of cloth points-to join or proprietary stores, department stores or shopping malls of the counter ... All kinds of offline forms are complete, with considerable potential for brand energy.

At first, Wang Qian's boss is under the line inventory is too big, had to start the road of the electric quotient, in Taobao test water "sewer" (special clear Inventory) shop.

At the end of 2010, Taobao a autumn outfit, a company's Taobao shop a single day sales breakthrough 1.2 million yuan, nearly 3 times times the usual shipments, breaking the national line of the daily sales record. Such a result shocked the boss, he took the cake, champagne and Wang Qian Corps team to celebrate the "miracle", but also more determined its "sewer" of the electric business ideas.

As a result, a company began to scale-oriented, a strong investment in personnel, capital, electricity quotient sales continue to climb. The 2011 "Double 11" shopping festival, the electric Dealer's daily sales record has exceeded 20 million yuan.

But to the end of the year, "Flow", "conversion rate", "Customer unit price" and other indicators are to be translated into "income", "cost", "profit", "production and marketing rate", the time to calculate the efficiency, but found that the electric business department was a mess.

On average, a company one months of sales of about 20 million yuan, gross profit margin of almost 40%, about 8 million yuan, to after-tax, there are more than 6 million yuan, but, the calculation of artificial, all kinds of hardware depreciation, warehousing and logistics costs split, the monthly cost is up to 7 million yuan, the surface operating profit behind, But the financial loss of nearly million dollars every month.

So the statement, the boss's face naturally difficult to look, fulfilled the old saying: "Any can not make money of the electricity quotient, ultimately are bullying." "Later, the Boss and Wang Qian, financial leaders to discuss down, decided to end only the scale of the electric business model, seeking to profit, the power of sustainable development of the electricity to dig out."

So, since the end of 2012, the size of a company's electric quotient has grown by 20%. Originally 16,000 square meters of storage only to 20,000 square meters, warehouse control staff from 100 to 200, therefore, the storage cost is only slightly increased. At the same time, through the supply chain integration, so that the generation of factories with the company brand growth, more seamless cooperation. In this way, it is fine to plan new goods, inventories, improve production and marketing rate, reduce the backlog, reduce the power of "sewer" pressure.

In addition, under the boss's urging, Wang Qian also obtained independent new electric commodity brand B, take the "middle-end, high margin" route, through the mobilization of online flow resources for its return, hiring star team for the planning of the brand, the current B sales have exceeded the total share of the electricity quotient of 25%.

Under such a comprehensive effect, in 2013, a company's total electrical losses were reduced by 50% from the end of 2011.

Visible, from "HI" to "injury", to "realize", the traditional domestic trade brand business, there is a full "brand quotient" gene, more understanding in the deconstruction, restructuring, from "loss" to "earn", to find a convenient profit balance point, and then put the electric business to the sustainable development of the track. Unfortunately, not all traditional enterprises can be so fortunate, the lack of "brand-name" gene companies are not fully accumulated, their electric trade routes destined to be more difficult.

Transformation of the two-time party

"The electric business is a hurricane, but it's not enough to keep everything solid." "Liang, director of the electricity business of a foreign trade enterprise in Ningbo, said, for the traditional foreign trade enterprises, the electric business is a full of imaginative path, at the beginning, more foreign trade, looking forward to borrow electricity to go through the" domestic brand "road, unfortunately, the lack of brand genes, so that this transformation is difficult.

2011, interested in the electric Business Liang volunteered, to do 20 years in the shoes of foreign trade boss application for the company to open up domestic market. Prior to this, the company has operated two domestic brands, the main push shoes, children's shoes, in Jiangsu and Zhejiang shopping malls, shopping malls, the accumulation of a certain brand potential energy, but, every year still nearly tens of millions of dollars to pay for its losses.

Under the permission of the boss, Liang will two brands to move the Sky cat, also through the accumulation of years of relationship, so that the product many times on the board, only products. However, the price war in the electric commercial field is constantly disrupting his plans. Marketing costs have climbed steadily, access to customer costs continue to improve, profit margins are not rising, the boss saw Taobao through the train, diamond show, pit fee of the high price, more and more fear, afraid to earn hard money dozen water drift, was reluctant to invest heavily.

As a result, the brand can not quickly accumulate, burst, in the warm swallow, gradually oblivion in the Red Sea. Two years down, even if the electricity business losses from 3 million yuan to 1 million yuan, the boss's patience is spent. Last year, because among the Ningbo foreign trade exports hundred strong, the boss simply even had to do for many years of the two brands together to withdraw, the end of the company's electricity business plan.

In Liang's view, in the final analysis, the boss's personality determines the fate of the electrical business. In essence, many businessmen in Jiangsu and Zhejiang have "money goods versus" tradition, one-hand delivery, take money, a good goods, but also a succession of losses to do, they are difficult to tolerate, after all, traditional foreign trade or "product" thinking, and now the electric business is "brand" thinking.

As for the outside world, the traditional brand electric shock, so that the new electric commodity card is not the next, Liang think more nonsense. "It's true that it's going to be more difficult, but it doesn't mean there's no hope." "He explained that that year, with him debut of the children's shoes brand" Rich Luo fan ", now has done Taobao mother and infant category before five," double 11 "children's shoes first, but also more than 1 years of time, in addition to the big investment, but also their boss insight bead, digging and training a very powerful electrical goods licensing team, can be" drainage "," standing Flow " , "Transformation" and "re-purchase" play between applause.

Of course, Liang's boss has not completely closed the door to the electric dealer, he and Liang established a new electric business company, anchored in the enterprise, from the old frame, Liang to the internal entrepreneurship, seek "transformation of two."

The second taste of electricity quotient, Liang changed the train of thought, began to go to Ali fast selling Qualcomm, ebay and other platforms, try to foreign trade electric business. "Target customers mainly in Russia, Brazil, if you also do footwear, not easy to grasp the size, stock, pick up the cost of high, return the pressure is great." So, this time to turn to handbags, jewelry class. Liang explained, Taobao looking for goods, docking with foreign trade of the platform services, looks more "money".

Recently, Liang is intensively visiting the field of foreign trade in the "master", hoping to learn from their hands "secrets", as far as possible in the "two entrepreneurial" can be less "electric injury". But he also understands that, in fact, some of the pain is hard to avoid.

The pain of money and people

For example, the "money and people" of the pain, in the last two years, the big change in the electricity business became more prominent.

Wang Qian counted the account, she does the electric business, the annual revenue is not enough to pay the cost and money, each year to default on the supplier more than 10 million yuan payment, only through the "roll" (to new goods, still scores) of the way, for her, thanks to the support of the boss, relying on the bank's financing and group income of blood transfusion, can let the electricity business capital chain " Tight and constant ", even if this has backers, she has to learn to deal with all kinds of sudden.

Just like this year, Wang Qian in every customer platform to do inventory dumping. Before, each other well-meaning to persuade her to "increase the amount does not increase", and then watched sales climb, Wang also promised to guarantee supply. And when it's time to settle the money, Wang Qian but encounter a variety of obstruction, the beginning of the customer said "invoices have problems", said later, "the company moved, financial write-off need time", she carefully inquire, just learned that every guest internal personnel turbulence, lack of funds, more than 3 million yuan of the payment can only be defaulted. Helpless, Wang Qian side to the boss for help, while looking for industry old friends scrape together, financial funds, maintain operations, just don't let capital chain break.

Fortunately, later, where the customer got a new financing, owed a small half-year more than 3 million to account, Wang Qian really relaxed down, "otherwise, my career really ruined." She finally told reporters that after the incident, Wang Qian became more cautious in selecting the electric platform.

On the surface, hundreds of billions of dollars of business, tens of millions of yuan of capital flow, Scenery Unlimited, secretly, everywhere seeking financing, for fear of bad debts, capital flow break, every step of the operation are on thin ice. This is the traditional enterprises have to face the "money" reality, but also they from "electric injury" to "electrical quotient", lesson wit experience precipitation.

On the other hand, the talent is the traditional enterprise to do the electric dealer "shorter short board." In the words of Liang, he joined all the electric quotient QQ Group, micro-letter group, almost every day there are recruitment brush screen, but few people can recruit the hands of talent. "Too many enterprises need electricity quotient talent, even only half a year Taobao shop experience people can call out sky-high pay." Liang explained.

Liang once recruited a warehouse supervisor, a variety of beautiful resume, interview time is also very well, can go to the actual stage but everywhere fault, embroidered one, he had to go a little bit to "teach, help, take". After six months later, the lad was just a bit of a skill, and was paid twice times the salary of his peers to dig away.

"No way, the electric tide, temptation too much." Liang so concluded, new people difficult to cultivate, the elderly can not stay, recruitment is not to force, there are few practical experience of the few, all the electric business managers have to prepare some "spare tire", although they are doomed to be inferior to "master tire" easy to use, but always better than "post vacuum" much better.

Money and personnel let managers upset, transformation direction and account profit and loss let Big Boss worry, the traditional enterprise "electric injury" story behind, all show the behavior and results across time between causal relationship.

Only wish Wang Qian, Liang do not do the Greek myth of the Icarus, with gorgeous gorgeous flying dream, but with honey wax stick into the wings Xiangyang and fly, after all, flying too high. The sun melted the wax, and suddenly fell into the blue waves. The wiser way is to fly for a while, stop for a while, examine yourself carefully, improve and adjust yourself so that you can fly higher and farther.