By the traditional enterprise abandoned generation operation "injury", hatch-type operation writing industry standards

Abstract: Three-flow enterprises sell products, first-class enterprises to sell standards. After the pain of surrogate pregnancy, some of the operators began to seek a breakthrough in the model, trying to help the traditional enterprises to incubate the business path of the brand, the industry rules to become the makers. By the traditional enterprise

Three-stream enterprises sell products, first-class enterprises to sell standards. After the "surrogate pregnancy" pain, some of the operators began to seek a breakthrough in the model, trying to help the traditional enterprises to incubate the business path of the brand, the industry rules to become the makers.

Abandoned by the traditional enterprise of the operation of "injury"

In the view of many operators, the operation industry is destined to be the product of the transition period. With the traditional brand understanding of e-commerce gradually deepened, sooner or later will be rid of the operator's reliance on the online business again. Even in the past high growth stage, the operator has never relaxed vigilance, "for others to raise children," the awkward mentality of the dilemma.

A traditional business owner who interrupted the operation service at the beginning of the year said to the billion-state power network, only to do the surface Kung Fu store trusteeship, and can not meet the traditional brand for online business needs. And on behalf of operators to bring short-term sales soared, long-term brand awareness, customer maintenance, data mining, and so no benefit. This has also led to the survival of most of the middle and lower generation of operators have no competitive core competitiveness can be said, difficult to reach a point.

"The Electronic Business operation in essence and offline agents no difference, regardless of the whole trusteeship or the semi-trust mode, in fact, is the team outsourcing and channel outsourcing, relying on the return point, Commission survival." So only when others make money can you make money. And now the market environment is the big brands constantly clean up inventory, on behalf of operators profitability. "Beijing Yi Shang Advantage Network Technology Co., Ltd. Marketing director Wang ZEXU to billion power network," said for traditional brands, although the operator can output physical (logistics), skills (through-train outsourcing, marketing, etc.) and wisdom (consulting services), but lack of industry standards, it means that the initiative in the hands of traditional enterprises.

On the other hand, the lack of industry standards, but also caused the operation of the market mixed with the chaos. In a vicious circle, traditional brand makers are more cautious in choosing partners, which makes some small and medium operators almost hit the wall in their new customers.

"Traditional brands on the electric business is no longer as enthusiastic as before, but gradually return to rationality, the performance-oriented industry, the new standard means that the market reshuffle time of the coming." "Qingdao Business Union president, Ding Business dynamic CEO was judge, on behalf of the operation of the market for the enterprise time will not be more than two years."

According to the information of the power network, the data show that, in 2012, only the collapse of Hangzhou's generation of operators near hundreds. After realizing that the industry is in trouble, the transition is not a minority.

Hatch-type operation writing industry standard

Although the incubator service provider still retains the role of operation on the cooperation of the enterprise, it subverts the concept and structure of the traditional mode of operation. "The advantages of Wang Zexu to billion power network said."

According to billion power network to understand that the advantage is a Beijing E-commerce one-stop full-service network outsourcing. But since the second half of last year, the advantage of the profit quotient to try to brand electric quotient of the strategic adjustment. It aims at the new market area, while aiming at the most valuable customers, the output of industry standards, to avoid the simple generation of operating mode many drawbacks.

"Our standards are tailored for the enterprise, the return on investment and in accordance with the start-up funds, gross margin conversion." Wang Zexu pointed out that the advantages of the benefit to customers from the support of the line began, each workflow has a strict implementation standards, and set the corresponding KPI, rather than the previous operators without any commitment to the hosting services.

The standard constraint mechanism is an important yardstick to measure the success of the incubator operators. In the investigation process, a number of service providers to GSI as an example, to billion power network revealed its success mystery. This was born in the United States on behalf of the originator of operations, in addition to the strong front-end marketing and back-end supply chain management capabilities, the key is the enterprise on all levels of standardization is very high, so the docking efficiency is also very high.

Against the domestic, because the binding force is not strong, the industry lacks the unified standard, the generation operator frantically seeks each kind of customer, surpasses the category category which oneself excels is also dares to take orders, causes the renewal rate low enterprise often cannot carry on the guarantee sale which undertakes when the business undertakes, the default cost extremely low. Ding Business dynamic CEO was to billion power network said that both sides are very easy to produce cracks and even contradictions, resulting in traditional brand operators for the loss of trust on behalf of the operating mechanism.

"By contrast, we are using standardized methods to help him hatch successfully. "The advantages of Wang Zexu Blunt, the company in the start-up incubation project, the signing of each contract on sales, ROI, sold out rate and other indicators clearly stipulated." "No sales of 80% on the deduction of money," This is also the domestic electric operators on behalf of the industry's only one dare to try so the enterprise.

At the same time, in order to be able to successfully transfer to the traditional enterprises in the incubation stage, the advantages of the benefit quotient also developed a perfect training mechanism and docking mechanism. For example, in the operation of each link, will be to the other party to do regular "presentation", including the purpose of the activities, means, effects and so on. A weekly conference call, a monthly diagnostic meeting, to ensure that a year later, the other person can quickly start. "The ultimate goal is not just to serve the sales, but to turn the other church." ”

According to Wang Zexu, in view of the domestic start-up of the Electrical business incubation project service providers are very rare, so the company's internal assessment mechanism in the selection, it is more inclined to break the rate, rather than the renewal rate. Typically, a hatching project is signed once a year, and then the expansion of channels and distribution is considered in the light of customer needs and assessments.

Customer type focus small and beautiful

Billion power network to understand that in order to better ensure the continuity of hatchery products and services, incubator operators are more willing to target the customer type of foreign trade to domestic-oriented enterprises, manufacturing-oriented factories to retail, as well as the Internet designer brand.

Obviously, the foreign trade is hindered, the manufacturing industry is dispirited, the market hand is pushing the small and medium-sized enterprises to transform to survive. However, due to the past stage more focus on the wholesale, in the retail market experience is scarce, as well as offline entity operating costs higher factors, prompting the power to release capacity, to use the power of generation operators.

However, the incubator operator has not been carried away by desire. In addition to the enterprise type, they also limit the size of the enterprise to a manageable range as much as possible. "Enterprises in the size of the basic annual turnover of 500 million or 600 million, less tens of millions of of the magnitude." "Another to build the incubator platform based on the company's Starlight founder Baowenzing Introduction."

Billion power network learned that the stars are currently mainly targeted at some of the small and beautiful traditional brands, to help them complete the entire network of brand operations, through the electrical business to achieve branding. In addition to providing technical support, it also involves supply chain finance and operation operations.

Although the absorption of customer level is limited, but Baowenzing tried to send a signal to the outside: hope that the incubation platform are all willing to provide customers with boutique enterprises. "I have personally visited these companies under the line, are very reliable enterprises and entrepreneurs, they have been in the traditional field for some time, relying on product quality to form a certain market." ”

In fact, in many generations of operators, these online market struggling enterprises, the supply chain has adequate protection, product positioning high-end, at the same time with cost advantages, its strength can not be underestimated.

The same customer size locked in 50 million to 100 million of the benefit of the advantages, it is expected to export standard services. Compared to the traditional electric operators, the charges will be lower, but the internal human resources more balanced, three or four people can be equipped with a set of electrical business incubation project.

"Domestic electric business service companies always want to occupy all types of customers, resulting in uneven quality of service." Many enterprises are only suitable for selling big treasure, to do SK, not realistic. "Wang Zexu to billion power network points out, how to improve the effectiveness of people, how to focus on the type of customers, is the advantages of the benefit of the business to focus on the matter." When the customer does not deliberately pursue scale, its virtuous pursuit will increase, and the value-added space will be larger.