2014, the Electric Business chess game how to go?

2014, in the non-main battlefield of the electric business, millet mobile phone rising momentum is still strong. Millet than 360 more like a ferocious catfish, even with the United States, caused by the gree rebound, and even Suning launched "exceptional action" to resist the Gree "clear" and a series of chain reaction. This should not be accidental. Internet companies find that if they only have internet thinking, and do not get a decent product, still only bubble growth. But the traditional enterprise in the overcapacity, the industry vicious competition, the internal organization rigidity big background, with the Internet Enterprise Alliance also became the inevitable choice. A stone stirs up thousand layers of waves. and Lei to gamble Mingzhu suddenly, caught in the trap. In this electric business chess game, Millet, suning, gree each wandering explore, the next 2015 what will happen?

Heavy vertical, the internal cause of the rise of millet mobile phone

The simplest classification of electric dealers is that they are divided into integrated electric and vertical electric dealers, and the vertical electric dealers are always in a very awkward situation. The Millet cell phone is an atypical vertical electric dealer, and its strong ability to production capacity, the power of the offline distributors, the impact on the overseas handset geek, and the ability to capture young users, really want to let Huawei, the Charm clan, a plus these competitors shame it. Here to cite only one example, the ashes of the media, the old Shen also joined Millet, and become millet 300 million dollar investment Archie Art of the trader. This is hardly replicable for most electrical dealers.

2014 is the year of the Awakening of the Phantom mobile phone. The charm family began to imitate the marketing strategy of millet mobile phone, to a more ruthless price-and-close melee with millet. Lenovo is still not awake, as always, slow pace, lack of incitement. But the management circles to the millet phenomenon, then entered the thorough research. Especially influential Bao teacher, that millet mobile phone through community business to achieve the manufacturers and consumers integration. This is the deep distribution of marketing theory, the development of Community business theory a classic case.

Bao teacher is from the marketing angle to see millet. From the Law of electronic Commerce development, I have different views on the development of millet mobile phone. It should be said that the millet mobile phone from the charm clan and Fank learned a lot of things. Mobile Community Marketing is the originator of the Charm clan, and marketing, lei into rebels, Apple occasion marketing, compared to all customers are surpasses. But these are not the most important factors. Electric business is a combination of manufacturing and the Internet industry of two major industries. Now the electricity business generally does good, does not have one is does not attach importance to the supply chain the enterprise. Even if the electric operators of this segment of the industry, the leader is not those who rely on large data, digital marketing and SCRM for the best, but in-depth enterprise line, the use of software to help enterprises transform the supply chain process of people.

An important law of the development of electric business is the heavy vertical, and the vertical electric quotient is not developed, because it is vertical and not heavy. And the heavy vertical electricity quotient, whether in the Cross-border electricity business, or the fresh electricity business, these difficult business areas, have achieved good results. More typical is the only product will and every day orchard. Millet mobile phone is particularly wonderful, because Lei's personal charisma is strong, the initial entrepreneurial team is a serious vertical elite team. There is no need for one by one to enumerate. By contrast, the hammer phone's core team is much weaker, which is positively correlated with the market performance of the hammer phone.

It should be noted that Cook was a man of supply chain management, which played an important role in the smooth running of Apple in the post-jobs era. Millet mobile phone hunger marketing, artificial extension of the sales cycle, in fact, the supply chain management lack of precision to grasp the performance. An elite team with a heavy vertical also needs to pay more in terms of equity allocation. In particular, the Eagle said recently, to aim at the middle-class market fire, although caused the market uproar. However, there is an inherent contradiction between the severe vertical competition strategy and the young user market with insufficient consumption power. Smart phones every year to introduce new products, really have a yearly change of the consumer power of the user, certainly not the general sense of cock silk.

When e-commerce successfully captured offline low-end users to online, the next stage, E-commerce is facing the mainstream of the line to the online migration problem. Huawei's mobile phone is also a formidable competitor to the vertical, and even BYD's bosses use Huawei Mate7, a strong market signal. With a heavy vertical standard to see gree, we know that Gree's products are no problem, is the lack of some internet thinking. It is not a matter of a year or two to make up for the vertical short plate of the serious degree. Millet into a patent dispute this year, has actually entered a serious vertical competition in the Sham Shui Po. The other side is that this critical moment, the millet mobile phone to choose the path of diversification, it is very necessary to reflect on.

Another need to reflect on the charm family, the line on the two-line layout, and the radical price strategy, in fact, is a gambling-style growth. The charm could have done better in product design, interactive experience, and pricing power. However, the inventory is soporific, the Phantom mobile phone can only speed up to inventory. This is the new normal trend of the economy, Gree, Haier and the United States face common problems.

Su Ning in the wandering

It is difficult to imagine, Su Ning's decision-making level for suning electric business, under a huge determination, and resolutely carried out. including O2O investment, Suning easy to purchase strategic position promotion, and so on. However, Su Ning inevitably encountered the following several problems.

The first is the Jingdong Mall in the 3C electric business leader position has been deeply rooted. This influence is imperceptible. Su Ning and Gome to compete for the first place of 3C electric dealer, need to pay huge price. and smart home because of the need for a huge area of the online experience shop, it does for suning and Gome to provide a reverse attack opportunities. However, there are also strong opponents such as Ikea in this field. It should be pointed out that Haier and the United States in the smart home have a layout, and their common enemy is gree. Gree is too focused, too good. But gree in the product line of a single, let Suning choose Haier, the United States to the encirclement of gree, become not a difficult choice.

2nd, is the transformation of the offline industry. The big store model, because it is in "the world's most expensive land on the establishment of a huge inventory", is gradually no longer a good business model. The transformation of the hypermarket is not only the transformation of the process, but also the transformation of the State, which is equivalent to a large project. However, Suning electric business plate also to burn money, but also a listed company, to do market capitalisation management. Su Ning can only be gradual reform. But the internet is characterized by subversive change. If you don't subvert yourself, you will be overthrown by others.

3rd, the traditional 0-supply relationship. 0 for the tension of the relationship, and Suning is not like Wal-Mart, giving suppliers a lot of support and help. Su Ning's influence on C2B supply chain will become very small, no c2b, that is not traditional enterprise?

The Mingzhu in the chess game

Contrary to many views in the market, I am more optimistic about the transformation of Gree. Traditional enterprise transformation, need to mingzhu such a strong leader to promote. Now there are two most important trends in the electricity quotient, namely C2B and O2O. C2B is with heavy vertical, industrial 4.0 correlation is very strong, gree such enterprises, in the direction of mass customization transformation, in fact, not difficult. However, the problem and resistance of gree is also very huge. First of all, Gree to the line under the aggregators-oriented channel model, transformed into O2O mode. Now several internet centers in China, Beijing, Shenzhen and Guangzhou, even Shanghai is not, let alone Zhuhai.

O2O has several schools, one is the Yechai teacher's Scrm faction, one is Zhang Vice president's contact scene faction. And I've been thinking about another development path for O2O, the trading market pie. Future enterprises will rely more on the official mall to carry out electricity business. Traditional enterprises Learn to use the official mall to do the electric business, can really go to the center, and push the comprehensive electric business platform to adopt a more friendly commercial policy. The future enterprise marketing resources will form a O2O trading market, integrating resources and marketing resources to form a connection with users. Users can experience new products every day, participate in the design and promotion of new products. The C2B supply chain is then guided and incubated with reliable data.

It also means the reconfiguration of marketing resources, the recycling of distributors, and the real business of companies like Gree, rather than simply chasing sales. Another short board of Gree is the lack of mergers and acquisitions. The future Business Alliance is based on a series of mergers and acquisitions, but it is not a merger around the resources of the industry, on the contrary, to find the best complementary resources projects.

In the market, competing is more mainstream than competition. In particular, manufacturing enterprises, to and service-oriented enterprises, forming a deep union and links. Electricity Quotient 2.0, actually more is not the change of the manufacturing industry, but the service mode becomes the drive engine. In the eyes of Dong sister, only the manufacturing industry, only the present chess game. But this is destined to be the intricate chess game. The aggregators body became the key to this change.