Hesitant to try the electric business of the traditional enterprise may be completely overturned

Of all the forces that affect the future business landscape, the Internet is undoubtedly the most dynamic determinant. Long tail, crowdsourcing, wiki, light companies, wet marketing, free economy, these colorful and complex new ideas behind, whether there is a cross-cutting trend? Based on the practice of Alibaba Group and the extensive research in the past five years, the author finds that the manufacturer-centric mode of the industry is being replaced by the consumer-centric C2B model in the era of information.

The industrial age is characterized by large production (such as Ford's assembly line) + large retail (such as Sears/Wal-Mart) + large brands (based on national media and modern advertising brands, such as Procter and Gamble) + large logistics (such as the postal Network and UPS), and as the Internet continues to spread in business A new business landscape is becoming clearer: In almost winner-take-all search and social Network marketing platform, launched Low-cost, efficient, accurate and interactive personalized marketing, in ebay, Amazon, Taobao and other mega-retail platforms, complete coverage of the long tail market personalized sales; in internet-based, It can carry out large-scale real-time collaboration on the supply chain platform, complete consumer-centric socialization division of labor and Synergy. At the same time, the flexibility of the production system has been further accelerated.

Personalized Marketing: The great change of the Internet to business, the first occurrence in the marketing link. The internet provides a great platform for information interaction and interpersonal interaction, which greatly improves marketing efficiency. From the accurate P4P (Pay for configured, pay for the effect) advertising, to the word of mouth SNS marketing, a short span of more than 10 years, the Internet is a rapid deduction of personalized marketing new platform. Advertising is ubiquitous in the internet age, but this kind of advertising has become more and more "advertising" the era of personalized marketing came.

New channel: Chain operation is regarded as the first revolution of Chinese retailing industry, but its shape is still tangible shop, it is to apply the principle of large production to circulation industry to obtain scale effect. The second revolution, represented by electronic commerce, has a "no shop" operation, and it can better support the range economy of "many varieties and small batches". At present, China is confronted with the superposition of these two rounds of circulation revolution. Cloud-platform based ebay, Amazon, and Taobao play a role in the information age, equivalent to the industrial age of Ward and Sears, which are the retail infrastructure of their time.

Flexible production began to accelerate, in Taobao, "many varieties, small batches, fast renovation" is gradually becoming the mainstream. But over the years, the industrial era of the production model, its equipment, technology, processes, systems, ideas, are for "small varieties, large quantities" of large-scale production and preparation, there is a lot of rigidity. And today on the Internet a large number of decentralized personalized needs, is to push the trend, to promote the production of enterprises with a more flexible capacity, and will further promote the entire supply chain and even the entire industry, in response to efficiency, the logic of action and thinking way to adapt to rapidly changing needs.

The supply chain of socialized collaboration, in the past more than 20 years, with the support of information technology, with the development of modern retailing and logistics, the enterprises in developed countries have undergone a transformation of supply chain reorganization. Wal-Mart and Procter and Gamble are examples of seamless collaboration between retailers and producers. However, the supply chain system, which appeared before the popularization of the Internet, is to a large extent a linear supply chain which is driven by cost reduction and relatively limited in scope of collaboration. Because of the nature of the supply chain, the supply chain is facing the great challenge of "Internet", that is, how to make the supply chain each link "run up" on the internet.

The traditional companies that are still hesitant to try E-commerce today, or simply trying to move the retail sector to the Internet, may be completely subversive. The depth of understanding, reaction speed and action of this business change will ultimately determine the fate of all enterprises in the information age.

According to the Economic report 21st century