How should the traditional enterprise transform to the electric dealer?

Source: Internet
Author: User
Keywords Electricity quotient internet should traditional enterprise

In the era of Internet fast subversion, both government and enterprise have shown great interest in the development of e-commerce and have made some plan and achieved some results. So, how should the traditional enterprise transform to the electric dealer?

First look at a few sets of data, Taobao is currently in the total number of goods sold over 1 billion, of which only 3%-4% of the goods have sales records. Another group of data also shows that Taobao currently only about 3% of the stores can be profitable, the remaining 97% of the shops are losing money. Whether these figures are exaggerated is still to be verified, but under the impact of the Internet, the traditional enterprises, whether or not the electric shock has found business more and more difficult to do, bleak prospects. For traditional companies, the reality is that the Internet makes business more and more difficult. What the hell?

If we look at the macro level, China's traditional enterprises are undergoing unprecedented transition pains, this pain stems from the industrial chain upstream of the resource monopoly, but also from the consumer demand for rapid change. At present, economic system reform in China still lags behind the demand of rapid economic development. Some industries that should have learned to swim in China's fast-growing economic tide have been trapped in life jackets due to institutional and policy reasons. And these industries are concentrated in the secondary of the national economy, the value of the upstream and downstream contribution of the industrial chain is great, so when they face the survival dilemma will be like cancer cells as quickly spread to the entire economic body.

The market is an invisible hand. No matter at which time, its internal economic laws will not change. The rise of the internet amplifies the characteristics of the market economy. When the internet began to sprout in China in the 2000, few companies noticed that it was a major force affecting China's economic transformation. The first budding is business-to-business, followed by the operator. Some enterprises with good sense of smell have already learned to swim in the Internet, taking the lead in enjoying the dividend of the Internet. Others who are subject to the system or unresponsive enterprises have not been able to keep up with the rapid changes in the overall consumer demand, ignorant of their future.

If from the microscopic point of view of the operation of the enterprise, the electric quotient is compared to a mountain, some enterprises are still at the foot of the hill, some enterprises are already on the mountainside, some enterprises have already boarded the peak. Different stages of enterprise understanding of the electrical quotient and the Song Dynasty Zen master meditation triple realm is very consistent, see Mountain is mountain, see Mountain is not mountain, see Mountain or mountain. The first is to see the mountain is mountain, the company at the foot of the mountain seems to know what the electricity quotient, know the enterprise to go to the electricity quotient, also know not to do electricity business is dead, but do not know the path of mountaineering is what, need to prepare what tool. The second is to see the mountain is not mountain, has climbed the hillside enterprises, which corresponds to the electric business has been carried out, although they began to grope in the path of the electric business, but found that the front of the thorn clouds, took a lot of detours, lost direction. The third is to see the mountain or mountain, the enterprise will suddenly realize the peak, the essence of the electrical quotient, learn to their own business to transform the electric business.

At present, the vast majority of enterprises are still in the difficult road of electric business climbing, and some enterprises even fell off the cliff. Research into these troubled businesses can find that there are many ways to succeed, and the way they fail is strikingly similar. In the author's opinion, the traditional enterprises to do the electrical business to follow the Three laws:

First, resources should flow to the most valuable platforms. Enterprises to extend their understanding of the electrical business, not that Taobao or Alibaba open shop business is to do e-commerce. The essence of the electric business is the Internet of commerce, where there will be business, your customers on the Internet is the highest frequency of places where you can power the electricity quotient. At present, more than 80% of the domestic traffic by Baidu, Ali, Tencent three big control, the three platforms should be enterprises to do the need to use the platform. If the electric quotient compared to a game of chess, Taobao or Alibaba platform should only be the chess board of the pieces, and the reality is that many companies have Taobao or Alibaba platform as a whole game to go down.

Secondly, we must first survive and develop, walking on both legs. The first line of the leg to walk well, the survival problem solved, and then seek development will not have worries. Online dealers This leg can not simply rely on the price to win, and can not be used as a clear inventory of the recycling station. The electrical business as a clearing stock sales channels, both affect the original offline sales system, the brand is also fatal damage. And in the electrical business will find that the Internet to sell the product cost is not cheaper than offline, in the face of thousands of highly transparent homogeneous products, price-winning products are not competitive at all, unless you can control the cost of less than 20% of peers.

Third, the product innovation based on user experience is final, this is the ultimate law of the enterprise to do the electric business. It is said that Internet customers are the most picky, but it is this critical, for the enterprise product Development and innovation provides a rapid iterative opportunities. The final meaning of the electric dealer is not only the sale of products, but also should be the electric business to guide product development, building a new connection between enterprises and consumers. Traditional Economic Times enterprise development products are often behind closed doors, and the Internet gives enterprises and users the opportunity to interact directly. Millet is the use of the Internet for product development and upgrading of the classic case. It's not how well marketing does it, it's its products that go beyond the average user's experience with traditional handsets.

I am the electric business veteran matador, the Internet strategy analyst, is concerned about the traditional industry's internet transformation. Welcome to micro-Credit account: torero2013 (personal micro-letter torero2012), weekly update of the exclusive business Research dry goods, Sina Weibo account: @ Electric Business Veteran Matador

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