O2O mode promotes the change of electric quotient organization

Absrtact: July, the Han clothing house of the sister brand of the ancient Cat official flagship store will begin trial operation, from the main Oriental original designer women's clothing brand to the east of the Zen Italian designer men extension; and just past June, by Phnix (Fennikes) group

July, Han Clothing house of its sister brand "since ancient times" cat official flagship store will start trial operation, by the main Oriental original designer women's clothing brand to the east of the Zen Italian designer men extension; and just the past June, by Phnix (Fennikes) group Chairman Zong Yi donated " Through China's first electric car north-South charging Road "completed, and achieved from Beijing to Guangzhou 0 fuel consumption drive 5750 kilometers."

These two market behaviors are two enterprises with an internet marketing model, which can be achieved by adapting the internal organizational structure of the enterprise to adapt to Internet marketing and sales, even in the form of cross border blending.

At present, the electronic commerce gradually expands own market share at the same time, also quietly affects the enterprise organization structure. If it is said that the influence of the development of the electrical business on the organizational structure is imperceptible, then the rise of the concept of O2O is speeding up the pace of traditional enterprise organizational structure to accelerate to the Internet architecture, and E-commerce departments will likely become the strategic department of Enterprises, and the excavation of large data will play a coordinated full The function and strategic value of the Bureau.

Internal equity fission

Before, Phnix was a veritable traditional manufacturing enterprise, with little access to the Internet. Zong Yi founded Phnix Group is a focus on heat pump product development, production and provide comprehensive energy-saving solutions enterprises, the former products mainly to B-side, in recent years began to turn to the C-end.

Change is bound to bring sales and marketing changes, one of the changes is to make full use of the Internet, in the industry pioneered the Internet and offline display shop collaborative operation of the internet marketing model, in the O2O concept has not yet been so hot, Phnix has begun to achieve from the line down to the line of flow, Finally realize the line under the synergy effect, its successful experience caused the industry vibration. The second change is the successful operation of social networks, the love of tourism Zong Yi my micro-letter public number "Zong Yi Grand Panorama" has hundreds of thousands of fans, each year to organize customers to go abroad self-driving tour has become Phnix boss's significant label.

Behind the success of Internet mode sales and social marketing, the most Zong Yi Pride is to take equity as a link, through the company and staff share the way to set up a new company, to encourage the backbone of internal entrepreneurship to build enterprises upstream and downstream industry chain and control industry high profit link, and to invest in the investment rather than scoring or KPI assessment of the way to carry out the internal entrepreneurship competition, the new project leader election. So far, Phnix in this way from the internal fission of 7 companies, and every family was founded successfully.

With the help of crazy organizational innovation, Phnix has opened the Internet line under the integrated marketing model, successfully build the industry's first brand of air conditioner water heater Pfennig. In Zong Yi's own words, this way not only arouse the enthusiasm of the staff, open up the elite staff of the rising space, to avoid the loss of core talent to become their opponents embarrassment, but also through this fission way to the enterprise's organizational structure has become flexible and competitive. Most crucially, this architecture is "very internet", as judged by the Media Café Lo Zhenyu.

Lo Zhenyu that the power of communities and individuals has risen rapidly in the age of the Internet, and that the advent of mobile internet has made collaboration easier, that the future is an era of personal rise, that people with similar values are brought together through the power of groups, so that future competition may be more than peer competition, But to form a trans-boundary competition ecology. At this time, the recommendation and trust will constitute the basic organizational form of the Internet society in the future. Now, Lo Zhenyu likes to describe Phnix as "the most successful case of the transition of Chinese Traditional enterprises", and to share this case with traditional enterprises and entrepreneurs through his logical thinking.

And the electric car North-South Free road is based on the idea of cross-border blending to complete. Zong Yi has said to the media, the internet thinking of enterprises will become more and more fun, in the normal logic you can hardly imagine the way to donate a charge pile to promote the electric car revolution of public action, will be a non-electric vehicle industry entrepreneurs first launched. Because Tesla did not do it, it also happened in China.

Fashion Brand Segmentation

With the phnix of equity as a link through the creation of new companies to adjust the organizational structure of the organization of different ways, Han are the product as a link, through the construction of "product group as the core of the single products operating system" to become the leader of the Internet clothing brand. Chong, founder and CEO, said that by the end of June, the company had derived 63 brands, this year's sales target is 1.6 billion yuan. According to Chong plan, Korea will eventually form a fashion brand incubator platform to achieve tens of billions of dollars in sales scale. These brands, mainly from three channels, internal incubation, external acquisitions and independent designer brand.

In fact, multi-brand strategy in the field of electricity is not new, the Internet brand to expand the scale, multi-brand is almost inevitable choice. But the operation of multiple brands is not easy, wheat bag peak when there were more than 100 brands, the result is the inventory tired, the last three years has been in a state of silence. and Han Du's multi-brand strategy is successful, in addition to the production end of the upstream supply chain of product quality and delivery time control, more importantly, the company's organizational structure adjustment for the product group system. This group of three persons is responsible, right, benefit unification, Product style choice, size production, pricing, promotion rhythm, etc. are determined by the group, with relatively greater autonomy, while the Han are responsible for the development of the company level of ecology and rules, the group's binding body now, Korea every morning will be released the day before the sales data, To view the sales of all products, and to guide the team's next decision, and naturally form a set of elimination mechanism.

Once in the Lok Bee network as Marketing Director, "O2O Evolution" Yu Jinhua that the future E-commerce enterprise product structure from the matrix product line to the "Pain Point type" single product change, the corresponding will also require the organizational structure of the enterprise will change from the reform to the gradual transformation of change. According to Chong, Han Du's organizational structure is not an overnight, but also after repeated. From the Korean development stage, 2008 to 2009 is the South Korean purchasing stage, 2010 to 2011 is the private brand stage, 2012 to 2013 is a multi-brand expansion phase, after 2014 is the internet fashion brand incubator platform direction.

Chong that this organization can maximize the avoidance of inventory, speed up turnover. He said the 2014 Han Du inventory turnover target was 6 times. 2011 is the largest inventory pressure year, mainly the product arrival rhythm control is not good. Now the solution is to do annual product planning, there is a process, first by the marketing department to the annual marketing promotion framework to the Product Planning Department, product planning department again according to this to do a comprehensive arrival planning. "At present, Korea can be said to be the basic solution to the inventory problem, the future is a process of continuous optimization, our current season is basically able to achieve 92%~95%." "he said.

At the end of June at the Ningbo Summit of Brand Electric dealers, Chong has said that the South Korea has taken this organizational structure is based on a judgment, that is a major trend of the brand is slicing the finer, and the brand more and more subdivided, the market will be more easily formed saturation, want to stand out in the market the more difficult, the higher the cost. "The Internet market does not exist in the Super brand, which violates the rules of the Internet, the natural characteristics of the Internet is market segmentation." He said he firmly believed that the Internet market's Super brand is recessive, like Procter and Gamble, is the aggregation of many subdivision brands.

Chong's views are echoed by the Fang Jianhua CEO of the Internet brand and the gale of the chief executive. Fang Jianhua that "traditional brand management structure and online brand management structure is not the same." Traditional brand decisions usually go through layers of approval, with a number of independent subsidiaries. Internet brand decision-making mechanism and management structure is relatively flat, in the decision-making efficiency is better. "And the view of the Tang Gale is," bigger is not the only requirement, for a brand, now more and more need small groups, the most is the minority brand. ”

Now, the Internet clothing brand three strong Han Du, the Mann, crack silk are in to many brands into the stage.