Hard electric business to become a soft electric business? Beware of hitting the wall

Before the Spring Festival, a noteworthy controversy unfolds between the proponents of the golden-wrong knife and the positioning theory. This academic debate is naturally not as eye-catching as the 100 million gamble. However, for the electric business, understanding the controversy, the Spring Festival is the best red envelopes.

The connection doctrine, surpasses the localization

Practice often runs in front of the theory, but some of the theories are very classical and almost impossible to get around. Negative positioning theory, in the actual combat opportunity is to find death. The reason is that in many segments of the market, there are monopolistic enterprises, can not compete with the positive. Lu Changquan is one of the best localization theory, he proposed cutting users, not with the monopoly of the positive competition, looking for a good angle into the consumer mind, has won the essence of positioning theory. But another marketing guru, Professor Cai Dangong of Zhejiang, has suggested that Chinese companies are adept at rapidly replicating the advantages of rivals, so niche markets derived from positioning theories can easily turn into Red Sea competition. There have been calls for Millet fans, domestic handset manufacturers should give millet time to grow, do not quickly copy millet. But it's a joke. In China, Shanzhai rivals ' products and competitive strategies have been normalized. Because of the rapid competition of the cottage, Millet quickly from a distinguished enterprise downgraded to excellent enterprises. Another example is Jingdong's "cottage" of Alibaba. Jing Dong imitated Ali's "platform, data, finance" strategy, so Ali is not as brilliant as he looks, but only excellent. Ironically, many observers have not found that the early success of the millet mobile phone is actually the success of the positioning theory. High cost performance, young cock wire users, to quickly play slowly, these are carefully positioned. However, many observers believe that the success of the Millet mobile phone is the success of Internet thinking. This is not a complete error. Millet mobile phone really efficient use of the connection spirit of the Internet, which is different from the traditional enterprises.

The millet phone was first connected to jobs and invented rebels. Second, the Millet mobile phone for reference to the experience of the charm family, through the community and social media, and users to create a connection. Third, with the geek to create a connection, some geeks even participated in the design of the millet mobile phone MIUI. Four, connect with the traditional channel, whole channel marketing. V. Connect with other electronic products. When the millet mobile phone to do the fifth step connection, the positioning theory proponents finally can not help jumping out. This is too similar to diversification, too contrary to positioning theory! This is indeed not only a theoretical issue. Can millet mobile phones provide users with all the products they need on a vertical basis? This must be answered more profoundly, is connectivity a universal connection? What kind of connection is a sustainable connection?

The success of the Millet handset encouraged a group of followers. The first is Zhou. However, Zhou or "free value-added" as the guiding ideology, and did not profoundly realize that the millet mobile phone fusion positioning theory and connectivity, forming a double kill. Luo also did not fully understand the business logic of the millet handset. The threshold for smart-phone competition has risen to the integration of hardware and software, just to connect with users, to play the fan economy, and to do a simple integration of supplier resources is not able to support a new brand.

The biggest difference between jobs and his contemporaries was that he did not use his cell phone as a mobile phone, but instead made the phone a terrible terminal to achieve IoT. Samsung just imitated Jobs ' products, but did not imitate jobs ' ideas. The interconnectedness of all things is bound to be a severe challenge to the positioning theory. But the universal connection is a nihilism, like the connection between the civilian and the killer, and the result is death.

What is O2O?

The most sad thing about being an electric dealer is that I don't know what O2O is. O2O didn't even produce the same case as the millet phone, but countless companies broke into the O2O camp. In fact, O2O is a sequence, the real state is O2O2O2O ... Infinite extension. Plain is, O2O is from one connection to a new connection, infinitely connected. Sometimes, it is connected with the line, sometimes it is connected with the line. And now the practice of business, a lot of business is electronic, or the electrical business to the payment tool to promote offline. This requires both an input to the IT infrastructure and O2O basic software, as well as a larger number of operators. In fact, O2O is the continuous generation of connections, sometimes without cost, the need for Cross-border networking.

Give an example. Recently to do a foreign printer brand for many years as an agent of the Enterprise Manager, the introduction of domestic air purifier of the established factory. This is the connection, the pure O2O. And this printer agent business boss has been very good at using two-dimensional code and other means to establish a business model of information. I think many enterprises now need to input resources from the outside, to form a distributed electrical business. Enterprise core competitiveness, from outside the enterprise connectivity capabilities. Do not see this, can only like Zhang President to do business process reengineering, reengineering for a long time, there is no killer products out.

O2O is the constant creation of connections. For traditional enterprises, it is necessary to pay attention to the gradual, small connection, and then to the large connection. The basis of large data is the large connection. And good at small connections and in the enterprise, the days can be very good.

Connect First, locate second

I have asked a question in knowing whether the positioning theory will kill itself. This question is becoming more necessary today. For example, Airbnb such enterprises, many people think it is the same as Uber, is the representative of the shared economy. In the industry, the most frightening is that Airbnb with endless private housing resources, to challenge the traditional chain hotel system, using the "amateur system" to defeat the "professional system." The positioning theory behind, is through positioning to form a strong professional system, which in the past is very applicable, now is tantamount to digging their own graves.

The real logical business logic is to create the necessary connections first and then specialize the necessary connections. Advanced, after optimization. First break the positioning, then temporarily positioning. How do I create the necessary connections? This is a key issue. The universal connection also digs the grave for oneself. The more connections you have, the more risk you will have. But the risk of not connecting is greater than the risk of connection. The traditional enterprise is the moat theory, oneself surround oneself to die.

The most important requirement of the connection doctrine is to become a soft power supplier. All the hard electric dealers will hit the wall.