Mingzhu: The nature of the electric business is not low price

Absrtact: Recently, Mingzhu, a former diamond Mulan, congratulated the 30-year-elected annual female entrepreneur on the list of Chinese entrepreneur business Mulan. However, Mingzhu accepted an interview that knocked me down. Mingzhu the initiative to talk with Ray

Recently, Mingzhu, a former diamond Mulan, congratulated the 30-year-elected annual female entrepreneur on the list of Chinese entrepreneur business Mulan. However, Mingzhu accepted an interview that knocked me down.

Mingzhu the initiative to talk about the bet with Lei, "this matter, I would like to make it clear that I think this is a change in the marketing model, but not mode replacement, but the pattern is increased." "This is the concept of contention, Mingzhu as the most representative of the industrial era of entrepreneurs, this stubbornness can be understood."

But then, Mingzhu to the line low-priced sell goods, C2B, custom, zero inventory launched a fierce shelling, that is "jerry-cut", "unscientific." Estimates, if let Mingzhu reviews the most recent popular, may be branded as a scam keyword.

To the traditional enterprise's Internet transformation, I am the deep love, hates the cut. We have some micro-innovation CEO Camp students, and even the millet do not rely on channels to sell 30 billion serious doubts, that is absolutely impossible. The traditional enterprise has the resources, has the fund, has the manufacture, has the design, these are the Internet transformation biggest energy, but, why their transformation is so difficult, the biggest challenge is the founder or the CEO's thought limitation. I say that all limitations are self handicapping. The first and most important thing about the Internet transformation of traditional enterprises is to destroy the three views.

The third view is the world Outlook, Outlook on life and values. The world view will self-destruct, traditional enterprises to give up the past kind of tall, become the 500 strong industrial age thinking, embrace the first small and beautiful internet word-of-mouth thinking; the outlook on life to self-destruct, the past entrepreneurs love to end up, the end is because of insecurity, now the entrepreneur is the most insecure. Values to self-destruct, the past corporate values are basically "company-centric", now must be transformed into "consumer-centric."

Mingzhu These views on the Internet, but also the voice of some traditional enterprises, I would like to say that this will put your business into a dangerous situation, because you are shielding the future.

1, the nature of the electricity business is not low price, but the user life cycle management. This is not a change in the marketing model, but a reversal of the business model. In the past, home appliances manufacturers to sell things to users, is the end of sales. But for Internet appliances, the sale of household appliances to the user's hands, just the beginning of sales. Internet products do not rely on hardware to make money, because they have to rely on services and value-added to make money, from the business model, service and value-added is the big money, because it is not sold once, but a user's entire life cycle of money. This, Mingzhu not unexpected, but dare not think, this subversion of the traditional model is too big, turn up too difficult, so she said, "if someone said online prices must be low, then I can only understand is Jerry."

Mingzhu said: "I now also think that network sales must be able to do low price is wrong." Gree's products are not because in the physical store sales price is high, the price is made of materials and technology, the line under the price does not appear very big difference. There is a kind of industry may be the real shop price unreasonable, such as clothing, clothing, the profit is too high so in the online sales can solve the problem, but clothing you will not care about the quality of casual wear a year can be thrown away, electrical appliances do not air conditioning you have to use five years 10 years. Below the line there are several layers of dealers, but you also have to know online sales also have inventory, logistics, transportation costs. Rent a warehouse, the cost of a day is more than 10 yuan, then you calculate one months how much money? The air conditioner sends you to want 100 yuan, sends to your home you want the professional to install? How low is the price? We also have a sales shop in the Sky cat, the net is the same price. If someone says the price on the Internet must be low, then I can only understand that it is cutting corners. The principle we should insist on is that we should do things on the ground. ”

2, C2B, custom, zero inventory, and other Internet power business hot keyword behind, only a key point, is personalized. Personalization is a huge tuyere, traditional enterprises in the past is difficult to achieve personalized, intelligent hardware to solve one of the biggest pain point is personalized, it through hardware + software to solve the user's personalized problem. In the future, all the home appliance manufacturers must not fight tough, but to eat soft rice. Home appliances Industry There are many female men, they can become soft sister, one is a huge test.

Mingzhu said: "The past year, can only say that there are a lot of concepts out, C2B Ah, custom ah, zero inventory ah, this is a lot of things are not scientific." Customization is finished I do right, then I am not busy at all, a year can sell 300 million good. Limited customization? That is the concept of hype, and you speak of the time I have done. We also have limited edition products listed this year, 50,000 sets around the world I am not with Lei learning hunger marketing, we have been pursuing the best products. ”

3, focus is the largest pit of traditional enterprises, the past traditional enterprises have been focusing on air-conditioning for decades, focus on white electricity decades as their core competitiveness, I would like to say, in the internet age, this focus on the blunder, because you focus on your own manufacturing, but not users. The future, focus on only one direction, that is to focus on the needs of users. Instead of buying an electric drill, the user buys a 5-millimeter hole. If you are focused on the electric drill, you will die badly in the face of the big changes in consumer behavior.

Mingzhu said: "I certainly have the appreciation of the people, but not from the entrepreneurial identity of the matter to consider, everyone has a difference in length, so anyone's strength is the place I appreciate." As for you to say business idol, I did not think of this problem, I am too committed to selling air-conditioning, if anyone selling better than me, then I think he is my business idol. The spirit only oneself can support oneself, how great person, his experience all is 1.1 point learns, accumulates comes. You collapse, no one can replace your spirit. ”

In order to create Mingzhu business Idol, internet companies to do air-conditioning, we have one or two students to kill into the internet air-conditioning, but still too traditional, look forward to the Internet to kill.

Finally, I would like to talk about air-conditioning this product, the United States and several air-conditioning companies are also our micro-innovation students, air-conditioning industry in fact facing the new shuffle, we are in the United States to do research, consumers on the air-conditioning has two new pain points: 1, too dry; 2, haze. However, the traditional air-conditioning has not made a big change. and air-conditioning in the home is not too high activity of the product, it is a necessity, but not a very active product, why not active, the user experience is poorer.

In fact, there is a product has an impact on the air-conditioning industry, is the air purifier. Air Purifier has two killer: 1, haze is a big pain point; 2, it is a high activity product, because the filter element wants to change regularly. However, at present all the product experience is not good enough, especially the software experience is too bad.

The internet is a huge outlet, but also a huge subversion. Once in Microsoft has done 15 years of development of the Millet co-founder KK Review from Microsoft to millet, there is a summary of the sentence: the user model is greater than all the project mode!

To Mingzhu, I would like to say: The user mode is greater than all manufacturing mode!