Foxconn: Factory thinking is doomed to no return

Recently, the company's network of Foxconn's http://www.aliyun.com/zixun/aggregation/36716.html news, will use the rich network of the "> Cat flagship store to push smart phones and smart TV brands-rich visual, Rich Visual is Foxconn's foundry brand.

After the 2012 Foxconn's electricity commodity brand "Flying Tiger Tesco" failed, Foxconn fire electricity business, but for a company to create a good business, with the thinking of the factory to do the electric business doomed its lost road.

From domain name to interface, Rich net is very anti consumer

A shark (micro-letter public Number: Southsharker) First in Baidu search, found it very easy to "rich Lian net" lost into the "Women's Federation Network", this name is not professional. Then finally found the real "rich network", the discovery of its domain name flnet.com also very pit dad, both the first letter of the alphabet FL, and English net, and "L" is also easy to be regarded as "1", In the Jingdong domain name from 360buy.com to JD.com, a shop from yihaodian.com to yhd.com and other trends, the rich network from the entrance of the first lost.

Into the rich network, I found that actually call the electric dealer really some far-fetched, because this site is not like a consumer of the electricity business site, it is like a rich visual enterprise Introduction site, focus map ads can not click, mobile phone picture of the introduction point is smart TV, shopping cart nowhere to find, even the product is also placed with the solution, Where services and support are tied, it is not known whether business-to-business or Business-to-consumer.

Simply from the user interface can be seen, Foxconn to do electricity, thinking mode has not changed over. Foxconn factory started, do is business-to-business business, targeted at the enterprise, thinking mode is also a natural enterprise thinking. And do electric business, targeted at the crowd is consumers, this mode of thinking is completely different, if there is no consumer thinking, no user experience of the thinking, there is no possibility of success.

The lesson of the Flying Tiger Tesco: Factory thinking runs counter to electricity dealers

Speaking here, have to let people think of Foxconn in the flying Tiger Tesco's failure, and the essence of failure is to use the factory's thinking to do electricity, lack of user experience thinking mode.

For example, the Flying Tiger Tesco to save less marketing costs to do to promote, in order to obtain user volume, in addition to the Department staff, but also the Foxconn large number of suppliers of staff data into the promotion of the Flying Tiger Tesco platform, and then through mass text messages, mass mailing DM magazine and other models to recruit these employees This is a difficult thing to imagine, factory thinking so that Foxconn in every aspect of the budget, but as the electricity business, through marketing to pull the flow is very ordinary things, there is no fixed proportion of input, it is impossible to have a good development.

Another example, the company's internal blockade of the extranet, flying Tiger Tesco employees from top to bottom are not allowed on the external network. Du Jiane, the chairman of the Flying Tigers, rarely appeared in public, and seldom used Internet social tools such as blogs and microblogs, which seemed out of tune with the lively internet. Not every day in the network, how can you understand the voice of users, but also how to do a good user experience?

The failure of the Flying Tiger Tesco has been analyzed by many people, a shark think the root cause or thinking mode, Foxconn want from the manufacturing link to the upstream brand and downstream channel extension of the dream is very clear, but do which line to do according to which line, otherwise only acclimatized.

Here, to say a digression, you can see that Foxconn's strategic vision is missing. In the plan to enter the channel, Foxconn did not see the direction of the general trend of electricity, but and Metro set up a joint venture to do offline channels, the result of a short time, announced the closure of the closed business.

This time, Foxconn still learned some lessons, such as not to shop too big, but concentrated in the rich visual brand, and not alone, but chose to open a flagship store in the Sky Cat, and from Lenovo dug some people. However, the rich visual in the United States is an unknown brand, in China how to succeed? The company's flagship store is more like an ordinary shop, and the ordinary digital shop competition is difficult, how can you hold up the Foxconn's electric business dream?

What is factory thinking? In short, "factory thinking" the main formula is "cost profit", the focus is "product orders", the main means of competition is "price information." Enterprise focus is in the factory to achieve the lowest cost, the highest profit. Factory thinking makes it easier for businesses to focus on short-term gains and ignore long-term benefits. "Factory thinking" is a directional thinking, more focus on the product can not be produced, the price can not be controlled. The real market-oriented, the need to answer the question is what consumers need products, consumers accept what kind of price.

Counter-view, directly facing the user, the focus is not what I sell, but what users need what kind of goods, what kind of price, what kind of service is needed. In other words, the electrical business thinking is essentially the internet thinking mode, which is contrary to the factory thinking. If you use the factory thinking to do electricity business, the result is conceivable.

With the factory's thinking to do electricity business, Foxconn lost in the road.