2014 Traditional Enterprise transformation of the Internet test: turn and do not turn are easy to die

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

All the traditional enterprises have a very serious sense of crisis, that is, we suddenly can not find the road signs! Do not know how to change in the Internet age? How to go in the way of the future? Companies with good profits fret that unprofitable companies are more worried. The biggest crisis is not the current profit margin, but the future can be clear grasp. To sum up, the core problems that Chinese traditional enterprises encounter in the 2013 have 10 aspects. And I dark horse observed that the traditional enterprise is caught in the prisoner's dilemma, on the one hand, the Internet has been the account of the food, on the other hand, want to transition but do not know which direction to go.

First: The potential of traditional marketing is gone

No matter in which industry, traditional marketing can not find "potential", mainly in the capital market. If your business model is still the same as the old, production, processing, products, investment, advertising, this routine has become a traditional enterprise, especially the business of large enterprises, closed eyes will dry. Everyone suddenly had a sense of fatigue and found it was not exciting. No matter how successful training, it is difficult to motivate the team morale, this is the biggest problem, this is the traditional industry gilded signs.

Any thing, not afraid of small, afraid of no potential. Small Mirejun said, stand on the tuyere, sows can fly to heaven, Tuyere is potential, without this potential, enterprise is backwater, is very terrible. How to recover the momentum of development is the biggest proposition of all the traditional enterprise bosses.

Second: No transformation, death, transformation, fear of death

Transformation, this word has been 2013 rotten, but these two words are really about business life and death. In particular, large enterprises, annual sales over 1 billion of enterprises, relying on the traditional channels and teams, transformation is difficult. Is it hard to move? Nokia's corporate culture, management norms, patent innovation are the world's top, but why disappear? The answer is simple, Nokia and the era that made him disappear.

For enterprises, there are two kinds of transformation. The first, forced transformation, when the problem focused on the inability to resolve, the restructuring of the enterprise, the transition costs are very large, but also very painful, but not surgery must die. The second kind of transformation, is the foresight transformation, is the enterprise leader's strategic insight ability is extremely strong, this kind of entrepreneur is scarce, for example IBM then sold the PC business Lenovo, is in the PC fast worthless time early sold a high price, IBM completes the transformation in advance, very successful. But such entrepreneurs are also rare in the world.

People, often unwilling to give up the past success and glory, nostalgia plot is human nature, but business can not nostalgia, Li Ka-shing warned his son can never like any industry or business. Often the emotional time, is the beginning of failure.

Third: The senior executives of traditional companies are older

The average age of Chinese bosses is over 40 years old and senior executives are over 35 years old, who are experienced in traditional marketing, but the problem is that they are not proficient in the Internet. The biggest obstacle to enterprise reform is in these two people, the bottom workers are young people, there is no problem.

Senior executives over the age of 40, who work in traditional companies, are likely to face the risk of losing their jobs over the next 3 years, and a big probability event. A business, or a person, often because of what success, often because of what failed. Let the boss replace a group of senior executives, and then introduce a group of young people, this risk who can carry? Consulting companies can not, the enterprise itself is more shivering. So, this is the contradiction and pain of enterprise transformation.

For the new rise of the Internet enterprises, they have no historical baggage, they can travel light, and the traditional enterprise can not, their shoulders carrying the national hundreds of channel distributors, how to do? This is the most painful place.

The traditional entrepreneur has no bottom on the network marketing psychology

Traditional entrepreneurs are not sure about the Internet, especially when many bosses don't have micro-letters or tweets on their phones, and they don't feel a sense of achievement. There is a wall between the new things.

In fact, traditional entrepreneurs feel right, so far, the Internet E-commerce has not been born 10 billion of the entity group, only a few sporadic new companies do, such as Lei's millet mobile phone. Day Cat and Taobao on the enterprise mainly self-employed. If let Luhua this Bai other enterprise to make transformation, must tell him Bai other internet operation mode, otherwise the network marketing of the net can't arouse their interest.

Lei and Mingzhu's 1 billion bets, behind the collision of old and new thinking. The model of LEI is the model of the fan economy, and the model of Gree is the traditional industrial chain model. I don't see the answer to who wins or loses. Gree accumulated a huge amount of wealth, light tax on 10 billion, if you want to change, it is too easy, after all, Gree holding the service system throughout the country, this is the internet can not solve. So, Lei can sell mobile phones that don't need service, but it's a bit difficult to sell air conditioners that need after-sales service.

I met a lot of entrepreneurs, they are generally on the internet marketing psychology is not bottom, entrepreneurs are not sure about things are afraid to invest, risk is their first consideration. So, the entrepreneur in the end how to do to the internet psychological Bottom, I see only one way, their own water to play the internet, dig some money when tuition.

The wrong network as one of the sales channels

I talk to a lot of traditional corporate executives about the internet, and a large part of them think of the Internet as a channel. For example, I have served the bull socket, 4 years from 300 million to do 30多个亿, walk is the traditional distribution route. Is it safe? It's not safe at all, although our idea of the "safe Socket Concept" works in traditional markets, but today's times have made bulls dangerous. For example, if Lei found the high profits of small sockets, make a design more beautiful, to the ex-factory price as the retail prices, the bull's distribution channels will be aihongbianye. This means that the Internet is a sales channel, but internet thinking is a new business model.

As Ma Yun said, the traditional enterprise on the Internet model is often first invisible, and then look down, finally too late. Many traditional companies are doing this, the future is really very dangerous ah.

Sixth: Traditional marketing thinking is deep-rooted

In the face of the future, I would like to advise all traditional business people: do not use the known negation of the unknown.

For example, traditional marketing, products need advertising language, the need to refine a unique sales proposition, these have formed a mindset, especially graphic design theory is the line of work. But we found that the advertising language in the promotion of products are increasingly bad, you can think of millet mobile phone advertising is what? Can you recall what the advertising language of the iphone is? But these two brands are all big.

There are still many traditional enterprises using traditional thinking to do internet marketing, this is a very scary thing. For example, Mayinglong do a video ad "Butt Happy Ode", on the Internet, that is, network marketing, in fact, traditional can not be traditional, creative feeling is very weak, typical traditional thinking creative way.

In fact, not necessarily to sell on the internet, but to use the internet thinking way to sell! What is the Internet mode of thinking, and the target crowd into the way of thinking, is C2B, and finally formed a fan economy, the establishment of their own fan empire.

Seventh: The products are becoming more and more difficult to sell

Everyone online search, three squirrel snack food sold very fire, packaging design animation, sales of the language of animation, full of the internet era of innovative spirit. In fact, there is no difference between the nuts and the street. Why do consumers flock? Because today's younger generation is not buying products, buying is a kind of spirit or fun.

Traditional food more and more difficult to sell, especially a lot of traditional history of food enterprises, still engaged in what cultural packaging, this practice is to push the enterprise to the brink. Chinese and Chinese enterprises should never sell the traditional culture of the past, as the background of the brand story, can not be the first appeal.

Liquor is a typical of the traditional culture of the traffickers, the result of what? Liquor stocks are halved by the market, not because of prohibition, but the traditional culture of the road to trafficking has come to an end. Jiang Xiao Bai, made out the concept of fashionable liquor, and traditional culture cutting, only for young people to speak, sold a few billion, so that the traditional white wine straight call to see do not understand.

The future must spell the creative culture, not the traditional culture. Products must be impersonal, not exaggerated and packaged by ego. The product must become the worm in the belly of the consumer to succeed.

Eighth: Five year strategic planning loses its meaning

Every guest aged said a word, I never know what will happen to the Internet tomorrow. He is right, the internet age to do 3-5 years of strategic planning, there is no practical significance, is to deceive themselves.

Today, you see Alibaba is very hot, next year is not necessarily, may be micro-letter replaced. Tencent once had a similar electric dealer like Alibaba, but failed, today's micro-letter was successful. Therefore, the rapid changes in the Internet, enterprises can only formulate effective 1-year strategy, strategic and tactical changes in weeks, so as to ensure that the company with the Times. Therefore, the Internet age, enterprises will become more and more tired, because more and more quickly, the traditional enterprise era of comfort days gone.

Therefore, I often suggest that the traditional entrepreneur, the future way out of two, the first way, hurriedly sell the enterprise, just like IBM sold the PC in advance, now sell still can sell the price, in another 3 years will not sell out, and then put the money to young people, do their shareholders; the second way, the transformation of their own adventures, to Zhe Shijian learning, 80-Year-old can also engage in the Internet, of course, the prerequisite is a good product.

Nineth: Do not understand the business model of creativity

Because the internet world is flat, there is no regional market points. The traditional era, but also to make regional brand boss, the Internet does not have this opportunity. Therefore, a business model can only survive a business, which is why Tencent imitate the reasons for the failure of Alibaba, in turn, Alibaba imitation micro-letter to engage, I do not optimistic.

I think it is a test of the transformation of all traditional enterprises whether we can directly face the new business model of consumers. The future is the direct marketing era, the channel will inevitably die. Three kinds of direct selling mode will cheong the world, the Internet direct, people network direct, community chain direct sales. Leaving these three kinds of direct selling models, traditional enterprises have no other way out.

The era of Oita marketing does not exist, because the channel exists because of the past logistics, information underdevelopment caused by the value of the channel today is not. Consumers will not pay for channel costs, consumers need ex-factory purchase, this is the value of Alibaba exists.

Therefore, traditional enterprises must think about how your products can directly reach the hands of consumers like you, and let them fondle admiringly and spread widely.

Tenth: 3721.html ">2014 year to test the boss

2013, accurately said is the last six months, so many traditional Chinese enterprises awakened, began to worry, also began to wander, because we have no precedent to reference, only no longer useful past experience. The success of a business, 99% credit to the boss, a failure of a business, 99% blame the boss. 2014 is the test of the boss. The Times will be relentless elimination of those so-called traditional entrepreneur stars, will continue to burst into new and even novel business model, grassroots entrepreneurial hero will rise.

For the 1 billion-scale traditional enterprise, transition is the hardest, but because the hands of money, once the pain determined transformation, the probability of success; on the contrary, for small and medium-sized enterprises under 500 million, there is a reversal of the industry curve overtaking opportunities, Stoding, to find the business model, the development of good products, can be hot overnight.

In the internet age, all industries can not be outside the world, must be transformed. Turn also must turn, do not turn also have to turn, the reverse force transformation will exert the power, does not take the person's will for the transfer.

2014, is destined to be the year of Chinese Traditional enterprise transformation!

My letter, or alarmist, or mysterious, but it is really my heartfelt words, after all, we have been fighting in the market line, after all, we walk in helping the traditional enterprises to achieve transformation of the road.