Access to the fast-Han: The Mobile internet era, the need to understand business

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This paper deals with the speech of CEO Han in the home building materials industry OTO Marketing Summit. The advent of the mobile internet era, the impact is not just ordinary consumers, the restructuring of the commercial form is to allow each operator, the seller must adapt and transform in advance. 3721.html ">2014 years is the gateway to build the Internet merchants full access to mobile Internet, the year, for various industries and distributors to build OTO marketing engine can help them in mobile internet marketing to occupy the initiative.

Han's speech, titled "Business Change", comprehensively analyzes the changes that the mobile internet era brings to business, business, marketing, and even to every dealer. "Understanding Business" as the opening of the whole speech, the operators must be from the channel, business ecology, consumer interaction, service providers, Oto and other aspects of business.

The following are some of the main points of the Han about "understanding business under the mobile Internet Tide":

1. In the wave of mobile internet, traditional commerce has no safe haven;

2. The channel is further flattened, the space of the dealer is gradually becoming smaller;

Vendor and user links and communication more closely;

3. The rise of social networks will create new relationships with consumer interaction;

4. For the above points, Han combined with the examples of modern business, especially the home building materials industry examples of detailed analysis.

First, the impact of mobile internet trends on traditional industries, the decline of traditional industries will be faster than ever before, whether the capital giant or monopoly industry, there is no escape from the impact of the safe haven. Han in the case of banks, banks are now feeling the brunt of leading technology. "Banks are distributors, they don't produce value, they make money only through ' profiteering '." The cost of being replaced is very low. Han said.

In the dealership sector, this trend is also spreading. For example, in engineering, building materials, liquor and other industries, dealers through the accumulation of business, contacts and other means to establish a business barrier, but such barriers still can not withstand the internet and mobile internet impact, reconstruction. Han for example, "Previously bought building materials may only go to the local building materials market, and now Taobao can achieve a one-stop purchase." Along with the channel is further flat, the dealer's living space is shrinking. "A brand's channel level is complex, agents, distributors will be several layers." Now many dealers will be replaced, a provincial agent even if sales have several billion, may be in a short period of time is hundreds of thousands of of small dealers ' kill '.

Speaking of which, Han also mentions the regional concept in business. A big feature of real estate business is the small commercial fallout, so real estate drives the regional business center, and it is the Internet that breaks this pattern.

Second, the mobile Internet is reshaping the new business ecology, connecting and communicating with users more closely, which is one of the core views of Han's speech. Mobile internet has changed the way people live, communicate and consume, and then change the way of commodity promotion and sale, the core of which is the reconstruction of new business ecology. Speaking of this, Han with performance examples: "Before selling things, all pay attention to ' ping effect ', is a square meter can sell how much, so that the dealer heap area, heap decoration, heap exhibition racks, also need a lot of salespeople; after the internet and mobile internet wave, now all say ' people effect ', that is how much everyone can sell, so you have to spell service, Spell respect. “

With the acceleration of the development of mobile Internet, the relationship between buying and selling will evolve from weak relationship to strong relationship, and the communication between the two sides will be more closely, which is the new form of future marketing of Han heart with "from the brand" as the core. Trust and credibility is the core of future marketing, but also the core of brand formation. The closer a business relationship is, the easier it is for both sides to build trust.

Third, social networking changes in lifestyles create new relationships with consumers----micro-blogs and micro-letters are typical examples. Micro-blogging has replaced the original model of after-sale, consultancy and promotion, and is now starting to change the sales model as well. Interactivity is the core nature of the Internet, which also determines the marketing from the spread to the interactive transformation of the future. Compared to pure discount promotions, consumers now prefer interactive marketing methods.

Talking about the future of distributors, Han that traditional retailers should be transformed to operators and service providers, otherwise they will be replaced. Han at this time to home building materials Dealers Example: "Now sell floor only need and sell floor competition, the future and you are likely to compete with the tiles, selling wallpaper, selling furniture, or even more likely to be a one-stop service provider."

The

Mobile internet marketing, OTO diversion, one-stop service model has been proven to have a good future in many industries. Home building materials as ancillary services potential profits are very high industry, should be in time to this model transformation.