Open this window: How to complete the traditional industry's Internet strategic transformation

Recently, there has been a lot of discussion about the Internet in traditional industries, and we all want to make a building block for our business through the Internet, especially the mobile internet. Countless enterprises in the search for breakthroughs in the platform, these years, China's internet and mobile interconnection, to the traditional industry too much shock, huge market, is a huge cake, everyone wants to go. However, many traditional industry companies contact the Internet, but found that the industry is not as good as it looks, once the wrong step, then the full plate is lost. and internet enterprises have tried water, but also not plain sailing, recently stopped the registration, taxi software and so on, have become the hallmark of this era of events.

Baidu's secretive boss, Robin Li, also said at the recently concluded Baidu Alliance summit that the Chinese Internet is accelerating the phase-out of traditional Chinese industries, a frightening trend. After all, the internet in China is still a small industry, the outside of the internet industry is a larger industry, and each of these industries are facing the impact of the Internet industry, of course, from the perspective of the Internet, we face almost unlimited opportunities. And the progress of the wireless internet business model is only one small part of the whole industry tide that we see.

He cited a typical example of an education industry: when he was a student in the United States 20 years ago, he had already communicated with his teacher through the Internet, when the web had not yet come out and submitted it by email. Maybe 10 minutes, 20 minutes the teacher gave him back feedback, immediate feedback will make students learn better.

After returning home to talk to a more famous educator, Li asked why Chinese schools did not do so. Students should also be asked to submit their homework 9 o'clock, 9:30 the teacher's feedback back. The educator asks, "Why?" My teacher wants to get off work, why should I give these students feedback immediately? But he said if one day, Baidu, Tencent, Ali decided to do education, they will certainly have no food to eat, as long as the employment of a teacher, you pay must be higher than we give, your mechanism than we are competitive. As a matter of fact, almost all the industries currently dominated by public institutions are the same, they are too uncompetitive, and they are all in the way of Internet thinking, Internet technology and Internet services.

This is the author today to communicate with you: Embrace the Internet, the traditional Internet strategic transformation in the end how should do? It all starts with the story of Robin Li.

Read a piece of data: According to the latest data from the consultation, the net shopping turnover of 2012, accounting for 1,303,030,000,000 yuan, the total retail sales of consumer goods is 6.29%; in the first quarter of 2012, the net shopping turnover amounted to 352.08 billion yuan, which accounted for 6.35% of the total retail sales of consumer goods.

When I was just surfing the internet, 98, at that time, no matter who, may want to have a little, China's internet in the online shopping market can have such a big act, must be thought of, and even almost three portals in later, have built their own e-commerce shopping channels, although have become pioneers. But we still have to lament the great people, in just 10 years, to the Internet, to the Chinese economy to bring such a big surprise.

Yes, many businesses can't wait to get into the embrace of the Internet. We still see some enterprises have achieved a little success, especially similar to the official flagship store Cat mall model, but more is not profitable, loss. We also see many enterprises early Internet early, set up their own website, but many stations have been deserted.

The internet is a place where the millions bone is dry, the wall people want to go out, the outside people want to come in. Used to describe the current cycle of the Internet and traditional industries, it is no longer appropriate.

The pain of Internet transformation in traditional industries desperately

I think, many small and medium-sized enterprises or responsible for the network Department of People, must have received a lot of such inquiries: Hello, we are * * Company, your company now still need to do the site ah? Every month will be harassed so many times, a higher level will tell you: invite you to join us at a five-star hotel in the internet marketing or mobile internet forum, a lecturer on the Internet or mobile interconnection advantage, and then in a strong marketing atmosphere, bought some of the so-called network products, I feel cheated when I come back.

Or, you've clearly realized that to have your own platform, spend great efforts to form their own E-commerce departments, the drastic purchase of the server, the formation of their own electric business platform, and even developed their own network products, but to do the flow of the so-called SEO, found that these traffic is not what they want.

Or, you have dug heavily to a certain site editor, senior editor, marketing director, for your platform and electric business planning, and found that the improvement is not very obvious, but caused the internal storm, not worth the candle. Constantly trapped in the death cycle of substitution.

When you see a lot of electric business platform to make money, it costs millions of to open their own "flagship store", but the empty, sales dismal!

If you are a large group of the boss, hundreds of millions of of funds into the platform to find the electric business, originally did more than 10 years of big brand electric business platform, still operating at a loss, all of his vice president all on-the-job senior vice president, but always by the electric business team, false exploit, network business money hit the water drift still can't hear the noise!

Moreover, you continue to spend a lot of money please this "network marketing" experts, to the team to do the training, each time is to listen to the excitement, think about moving, finally landed look, many programs, is not enforceable. And one or several so-called marketing skills, but also very chicken, can not affect the overall situation. Even according to the so-called expert advice and diagnosis, the team indigestion, the strategic level of complete change, after a dose of dose, life as dead.

Finally, the firm thought that the Internet, mobile Internet, big data, electricity and so on how to be extremely, some simply blow God. These people around the network are not reliable, the internet is a big liar.

Or, you magic can survive, after the vicissitudes of life, finally understand: the Internet, electricity business, not as easy as originally thought. Talent, put these seemingly simplest problems, but is the most difficult!

The original disease is disorderly desperately, is how ridiculous!

The advantages of Internet transformation in traditional industries can be more beautiful

In addition to seeing these people unhappy past, and look at this huge market cake, looks very sweet, they can eat and digest very little. We also have to look at our own innate advantages!

There is a time before a very fire song, called "Understanding", yes, Chinese businessmen, is the world's most perceptive people, entrepreneurship in the early days, we bear hardships and stand hard, encounter opportunities always timing, dare to risk, strong understanding, created the cause of today. Whether it is a popular industry now, or those who have been brilliant, or the decline of the traditional industries.

We have funds, channels, products, brands, factories, perfect team structure, cost control system, in the traditional industry, invincible, achievements in life.

We are engaged in the industry is to understand every detail of the industry chain at hand. But our biggest flaw is the lack of mastery of the Internet tool.

Precisely, now the internet age, is also flooded with a variety of impetuous wind, the Internet has a large number of so-called "model", they have to get the financing is proud, when the financing burned, either continue to finance, or die.

Some people summed up, what is the spirit of the Internet, Baidu Encyclopedia is so explained: open, equality, collaboration, sharing.

We look back to see if the platform we have chosen, or the so-called "internet marketing" on the internet, has the characteristics of using the Internet. In fact, I often can see is greedy, many practitioners for whatever purpose, always try to "a recruit fresh" around the world, the intention to use a product, an activity to success, let the internet automatically to their own enterprises to make money, but the market is the best touchstone.

The world trend, Mighty, Shunzhi, Mighty. Since the choice of the Internet platform, regardless of PC interconnection, or mobile interconnection, in the possession of strong physical resources, how to reasonable investment, become the strategic transformation of the important topic.

The core of Internet strategic transformation in traditional industry lies in the network of industry

The vigorous development of China's Internet flourished in the late 90 's, from the Internet café, internet cafes, campus into the family, about 15 years of time, the original juvenile, has grown up, the original youth, has begun to middle-aged. They have become an important part of society, the main consumption of the crowd! More than 10 years of internet age, has been from the PC desktop, developed to the mobile phone terminal, this speed fast? Fast！

But compared to the long history of mankind, these more than 10 years, just drop, I dare not imagine hundred, human life state, as well as the changes in the Internet, but believe that the vitality of the Internet, has been lasting.

In the Chinese market, the traditional industry based on the Internet marketing competition in the first half is just beginning, the market is a blank, billion-level market blue sea space.

Can the practitioners of the traditional industry, under the premise of respecting the internet spirit of openness, equality, cooperation and sharing, systematically carry out network marketing? Avoid Impulse,

Once geometry, we used to think that the Internet is a low-cost industry, may be directed at this to carry out business, in fact, now really because of the changes in user habits and passive net.

In the undisputed market absolute superiority, the Chinese traditional industry's Internet strategic transformation core, does not lie in whether to carry out the electricity business, or has established own network department, or has invited the expert, has dug "the High Man", also has invested heavily to develop the Internet or the mobile interconnection platform. But in the network of our industry, this network is the industry and enterprise spontaneous to the overall understanding of the Internet, the overall operating plan, the key details of the implementation of the rules, the effect of monitoring, and so the formation of another standard, or corporate culture, should be in the face of the "Internet" consciousness, is an

Four principles of Internet strategic transformation in traditional industry

The combination of industry and Internet cannot stay on simple concepts and products. In particular, in today's, a lot of internet products have a concept, always with product packaging, to adapt to the industry, but in fact, because of the disconnect with the industry, Internet products can not meet the needs of the industry, and ultimately lose-win.

In the face of the transformation of the layout, we should follow the following principles

I. Human NATURE

No matter what kind of Internet products, whether product development or users or designers, are composed of people. People are the cells of society, countless cells constitute this society, everyone in society plays a variety of roles, human beings have all kinds of desires, men more rational, women more sensitive. Everyone likes different, but everyone always has some selfish performance, such as dip on the cheap, occasionally angry green. But all the time on the Internet, everyone can become a Wei light from the media sparkling.

Our physical marketing, many aspects of the formal reference to these, for example: Developers for real estate projects, from the planning before the land, to construction, marketing, sales completed, have been pleasantly positioned and planning. Details to the sales Office a cup mat, or a smile of the sales lady, in fact, have already arranged, all of them, are in the creation of product packaging, and these are to create to the owners of the future family life of all the imagination. The creation of marketing atmosphere is very important. And these are based on the human nature of the discussion and pondering, the early marketing positioning work.

Alternatively, you buy a bag of triple barrels of instant noodles at the supermarket simply because there is a bottle of green tea in it.

This is human nature. What is human nature? We need to be able to influence everyone's desires!

Ii. Professional

The specialty here is not the profession of the profession, nor the profession of the Internet, but the cross-border. Every industry has its own rules of the game.

And based on the characteristics of the Internet, each industry has some characteristics, especially some vertical industries, such as: Real estate, car vertical Station media properties are very strong, home slightly weak, and marriage and parent-child sites, but also a little female.

Based on the traditional industry of internet marketing, also must pay attention to the characteristics of the platform.

For the choice of marketing platform, we should attach importance to his own professional attributes, combined with the most interactive range, professional network marketing.

The major is not that you know the data of a certain platform, this is only a part, but it is your understanding of the platform, such as: you in the Community platform, whether you can become a Web user, in the microblogging platform, but also to launch.

Professional, but also reflected in your as a manager, whether knowledgeable, understand their own industry, more understand their own industry's internet marketing?

In addition to familiar with their own product production process, advantages and disadvantages, we should understand the rules of the network, with professional network mode, to the appropriate way to packaging and promotion.

Real estate internet marketing, in fact, across: the Internet, real estate marketing, media three industries. Internet Professional help you use the Internet language and way of packaging, real estate marketing let you understand the packaging and promotion of products, media allows you to use good media to promote. The combination of three, you may be based on the schedule of media, Internet platform, to create their own real estate network marketing opportunities and miracles. Everything comes from the online and offline transformation.

III. Services

I believe that many enterprises have conducted etiquette, corporate culture training, we must be very much in favor of the principle of service, but often fell on the internet, we have become cold text.

There was an old internet saying: On the internet, no one knows if you are a dog! The author 99 Remember to see this sentence, yes, maybe you use a piece of paste on the Internet sales rhetoric, to deal with the smart network consumers? Although you have completed the task, unfortunately, you have lost a chance to communicate with customers.

The Internet is to emphasize equality and the spirit of sharing, based on point-to-point and sincere communication, effective communication, is the most important.

Service is never used to hang on the mouth, like Unicom Network customer service, every time Weibo always respond to the first apology, but the total can not actually solve the problem.

What is the service? The owner to your shop, eat out, found the car has been a brand-new, originally, the boss has asked the waiter to help the car washed clean, but also sent a parking ticket.

And this, is the service, almost paranoid service spirit and implementation, it is currently the lack of internet marketing. Our services do not just stay in the text with the consumer communication, shouting a pro, is the service.

Iv. depth

Kung Fu uses deep, mulberry!

Based on the depth of the industry, must be in products and services to seek breakthroughs in the Internet platform operation, but also to follow the principle of depth.

A deep product or service will definitely add more impressions and support points to the customer base. is also in the competition to stand out from the begotten.

What's the depth? Last time, my partner took the baby to the seabed for dinner, baby suddenly vomiting, a clean clothes are all wet, they are three ready to go home, at this time, the sea-fishing waiter came, the concern of the inquiry, the most magical is, in a little wait, the waiter brought a new set of children's wear, to the baby changed, Originally did not intend to continue to eat the family, not only successful consumption, and this case now spread to me here, I have become the text today, whether it is a successful spread?

Once, there are owners drive out, received the telephone of Vanke property, told the owner: just saw your parking spot below has the oil, maybe your car appeared problem, suggest to check off. Or find owners home door did not close, no one at home, fear of theft, but also worried that owners forget to bring the key, silently waiting for the owner to come back from work.

You have been decorated for several years, every year, always receive the original decoration company gifts and patry invitations!

......

Beyond the customer's expected service and professional, is the depth.

These four principles are an attitude and an important factor in determining our strategic transformation.

As in the case of the education industry that we returned to Robin Li, does it correspond to the spirit of our Internet and these principles?

Suggestions on the layout of Internet strategic transformation in traditional industries

Team and Management:

Set up their own team, if it is a large company, should be able to have a branch based on the branches of the tree structure to facilitate the implementation of instructions.

Teams, including branch teams, should have their own soul characters. The architecture in each team should be blamed for clarity. But the important principle is the team can through the reasonable combination, realizes the common to the Internet marketing goal and the method approval, namely: based on the Internet platform specialization, the depth service completes the sales performance, uses the interaction and so on way promotion brand, forms the Word-of-mouth marketing.

Team, middle-level managers, for the Internet, industry to have a strong ability to execute.

In management, on the one hand, we should pay attention to some marketing data, on the other hand can not be called KPI examination figures and blinded. Effective network marketing operation means, pay more attention to long-term accumulation, and customer interaction and exchange quality. A perfect meeting system is an important means to effectively improve the efficiency of management, constantly find problems, solve problems, the only constant is change!

Channel: Platform and Mode selection:

This is a seemingly tangled topic, but it is not difficult. We must first clarify the following questions:

1. Where is my client

2. Where are my sales opportunities

3. How my product is combined with the customer's sales demand

4. How to maintain customer relationship

5. How to promote sales

It is not difficult to find that, according to the product characteristics and coverage of sales, as well as marketing purposes, the choice of platform and mode is also clear. The large platform is more suitable for brand promotion, the regional platform is suitable for marketing and the pursuit of actual sales results.

The author's suggestion: carefully build their own network marketing platform, whether it is based on the PC Internet or mobile internet. Related to regional marketing, careful choice of micro-bo, micro-credit and other inaccurate marketing channels. Should quickly use the local community, paste and other resources, network marketing. Do not start with a number of "massive" network promotion plans, distracting energy, waste of core channels.

Based on offline, do not ignore the impact of the entity on the network, he is an important supplement to the Internet channel, excellent cost-effective, more than more channels to promote more convincing

Word-of-mouth is based on maintenance:

Fast interaction is the foundation: if your platform message board still retains a day before the answer questions, is unqualified. Our network interaction with the target customer group, must be the first time, professional and systematic solution to the user's problem, the establishment of users of the brand or product trust is very important.

Cultivate a certain amount of seed customers: Customers have been sold to become your friends, let them become the seed, the good service and harvest, tell others.

Marketing thinking and positioning

Please believe in yourself and believe in traditional industries. Talk about the traditional industry marketing packaging and positioning techniques, with the way of adapting to the network rules, in the Internet online display, the use of good interaction, the formation of offline communication.

This marketing campaign is right.

For the brand positioning, as well as on the Internet positioning, I believe that the traditional enterprises to do more than the Internet enterprises must be more systematic and professional.

Brand resolution pricing rights, channels to solve the problem of sales, the Internet is a new way, his channel is also very much.

Scale expansion:

Pay attention to 28 principle, long tail effect.

Many traditional industries, always like to do on the internet "explosion", many for the so-called Word-of-mouth and credit, operating at a loss, thankless. Or just because of the explosion, the income is uneven.

Therefore, we should attach importance to their own enterprise product development, especially the characteristics of the Internet platform products. In the use of channels, but also to focus on expanding the original channels, expand some new channels.

Details and Precautions:

1. Even a punctuation mark, we should pay attention to the importance of copywriting in the network marketing

2. Admit mistakes, retreat is the best policy, face worthless

3. Key network customers focus on and services

4. Enhance the impact of the industry on the Internet

5. Rapid response is the first element, the fastest not broken

6. Forget SEO

7. The way to improve influence is not just activity

8. We're doing O2O and social marketing.

This article aims to give the traditional industry people, open an internet window, we do not too superstitious Internet, especially superstitious all kinds of internet products and platforms, he is just a path, no mysterious special place, should attach great importance to the strategy, in operation, to pay attention to details, especially the user experience, Rome city is not built in a day, Constant, when you want to take shortcuts, you actually go the farthest way.

Put down all, put down impetuous. Adhere to Word-of-mouth marketing, social marketing, is currently the focus of traditional internet marketing. The advent of the Internet era, regardless of PC interconnection or mobile interconnection, are complementary, the traditional industry of the Internet strategic transformation, we can be the goal of a lower, slower pace, we are missing is not time, is the awe of the internet and thinking, I wish regards!