Probe into the essence of electric business insist on consumer drive only the future!

To do anything, we must be good at seeing through the appearance of things and the inherent logic, to look at the problem with dialectical thinking, to cultivate the understanding of the essence of things and the truth, and not to be confused by appearances, so as not to know the truth and make wrong judgments. Because, you can only see the nature of the electrical quotient, in order to see more clearly than others, look farther, more of the view, to stand in a higher position to examine and plan the future of the development of enterprise electric business.

Do you grasp the core and essence of the competition of the electric dealer? This article will be from the following latitude to explain how the enterprise to understand the nature of the electrical business and the promotion of the problem: 1, through the phenomenon to see the essence, the dialectical point of view to analyze the electric quotient; 2, expound the essence of electric business: "User-centric", adhere to consumer-driven, so as to achieve the ultimate goal of enterprise profit maximization and social value realization; 3. To understand why enterprises have to do the problem of electricity, 4, how to achieve "customer-centric"; 5, how to use the essence of the electrical business to understand the systematic positioning and design enterprise development; 6, the competition of the electric trader will return to the competition of commercial essence.

A dialectical view of the problem

We have received from childhood education must be a materialistic and objective point of view, seeking truth from facts, all the idealistic, subjective perspective of the problem is wrong. In fact, this kind of education is easy to go to extremes, like the yin and yang in Taiji, Yin and yang is a common existence, xiangshengxiangke, rigid-flexible and economic, unipolar things do not exist, do not exist alone Yin, also does not exist alone Yang, Yin is an objective object, Yang is the subjective existence of things, only two effective combination of the common existence is reasonable, It's just that the proportions are different, otherwise it's easy to go to extremes. The same, to look at a thing, must be materialistic and idealism common existence, but the existence of the proportions of the two are not the same, otherwise, it will be one-sided, easy to lose the true nature of things, easy to go to extremes and make wrong judgments and decisions. Therefore, a common saying is that the conclusion of an analysis of things and solutions only one time must be imperfect or unreasonable, only a number of angles and systematic analysis, at least two or more solutions to be called reasonable.

Therefore, enterprises to do e-commerce must be part of something is objective existence, if the enterprise's own resources, conditions, other enterprises through time and experience test very successful mode, practice, enterprises need to make out of nothing, using their own subjective experience, logic and knowledge system and outside the successful experience and the enterprise's own resources, Conditions and so on, to optimize, integrate, innovate, to create a suitable for the enterprise's own development of a set of experience and systems, models and practices, and then strong promotion and implementation. Only the dialectical point of view, it will not go to extremes, it is easier to see things and the nature of the electrical quotient and internal logic, will not make the wrong decision to judge. The kind of mechanically copied, follow the imitation, do not pay attention to innovation and continuous improvement, not from the actual situation of enterprises are not good to do electrical business.

Second, what is the nature of electricity business and business?

There are many discussion on the essential definition of electricity quotient on each platform, some people think that the essence of electric power is product and service, some people think that the essence of the electrical business is the electrical business thinking, and others believe that the essence of the electrical business is brand, quality, service, supply chain, but also that the essence of electricity is products, channels, services, but also believe that the essence of the electricity business is services, and so on, We look at the point of view and the level of knowledge of the electrical business is not the same, the actual situation of the enterprises are different, the conclusion is that there are differences, I do not comment on this in-depth.

E-commerce is not a new thing, but with the development of Internet technology and society, changes in the industry, consumers in the Internet platform has a greater right to speak, in the game with merchants, gradually occupy the dominant position, but also prompted the consumer market from the original enterprise-centric transition to user demand as the center of the new trend, From the original group centralization of business system to a democratic business system, it is also natural to promote the traditional entity business model must adapt to the needs of Internet users as the center of the extension and the normal upgrading of the industry. The business must face the shift of consumer's consumption habit, face the consumer's dominant discourse right at the end of consumption, and must change the traditional enterprise-oriented concept and thinking in order to gain the competitive advantage under the new industry state.

Do not deny that products, services, channels, supply chain, electrical business thinking, brand, etc. are very important, but I personally believe that the essence of electricity business and business is to meet the needs of consumers, truly "user-centric" to provide consumers with more than expected value-added services, In order to achieve the enterprise profit maximization and realize the social value of the business objectives. Careful scrutiny, product design, service delivery, channel development, supply chain integration, strategic development, brand building, etc. are centered around meeting consumer needs, realizing the rapid development and branding of enterprises, realizing the ultimate business goal of maximizing profit and social value, The aim is to provide customers with more cost-effective and high-value products, provide a more nuanced service experience, provide a higher channel to meet the rate and achieve the convenience of shopping, supply chain management and optimization is to be able to control costs, solve the problem of product circulation, improve business efficiency, Brand building is also to provide customers with high value added and the satisfaction of the heart needs, all of them are to meet customer demand and provide more value-added services and experience, customers like a steady stream of nourishing nutrition, is the enterprise's most valuable wealth, not to receive the recognition of customers, it is difficult to obtain customer continued purchase and Word-of-mouth transmission, It is difficult to achieve sustainable development of enterprises. How you treat customers, how customers will treat you, all for the customer's efforts, customers will feel and give double returns.

Many enterprises do not have the consciousness or cognition to do the deep internal logic and nature of the electric business, inevitable will detours, fall into confusion and cannot extricate oneself, messy but not the composition. Take Amoy Bora analysis, the latest information shows that Taobao really crazy. Through-Train popular categories of keywords the first page of the bidding has been generally driving up to twenty or thirty or even higher; a brand even big one dollar wallet mail, 9 yuan mail countless. A lot of shops are basically on the basis of exploding money, crazy car hit ads, with the electricity business operations and advertising promotion of the rapid increase in costs, many shops have been unable to support further online expansion of the entire channel and product supply chain optimization and layout. In particular, many Amoy brand, basically is limited to Taobao platform or Beijing-east, such as several online platforms, online under the basic influence, the face of traditional enterprises with capital scale of electric shock and competition, short plate is very obvious, in the face of the category of the crazy shuffle, the flow of customer access to the cost of driving and passenger flow drastically reduced, the old play has failed, Many large c rely on the maintenance of old customers, especially the low margin of many businesses, product homogeneity serious, resulting in customer loyalty and low repurchase rate, if the reduction or stop to hit the ads, sales immediately plummeted. Taobao industry itself belongs to a "suction gold industry", a lot of Amoy brand to do tens of millions of, on the billion, year-end a calculation, incredibly do not make money, to the big platform to work.

Many traditional enterprises do electric business, one-sided thinking that the establishment of a mall, the last day cat, Jing Dong, the formation of a power business sector, to find a few so-called electrical business talent, even if the enterprise to achieve the strategy of electronic business. or the electrical quotient as a supplement to the line, or simply in order to sell goods and sell goods, blind pursuit of explosive, blindly throw ads and open through the through train, on the gathering cost-effective, do not feel the activity does not know how to do the electric business, feeling like drug addiction, has been unable to extricate themselves. In fact, these are very one-sided thinking and cognition, these are only the enterprises to do some of the electricity business point.

Deep analysis, E-commerce is a systematic project, any one-sided and extreme knowledge and practices are very difficult to do a good job, or even easily caught up with the wind, in order to do electricity dealers, to sell goods and sell goods and into unprofitable and loss of the circle. Enterprises should be from the integrity, systematic, dialectical angle to design, positioning, strategy, tactical design from the actual situation of the enterprise, to recognize the nature of business and electricity, consumer demand as the center, to provide consumers with more than expected value-added services and experience, do a good line under the operation integration and O2O integration.

Third, to understand why the enterprise to do the issue of electricity dealers

Enterprises to do E-commerce to achieve several points: 1, as a further extension of corporate brand online and brand of electronic business, the use of low-cost, fast, spread widely, word-of-mouth and share the advantages of fast, rapid expansion and strengthen the offline brand online two extensions, thereby reversing the strengthening of the brand under the influence of the line; 2. Full-network channel multi-contact marketing, to maximize the increase in brand and product exposure and meet the customer rate, thereby enhancing sales and brand influence; 3, the realization of enterprise cost control, reduce costs, seize the market competitive advantage; 4, The development of e-commerce and the integration of O2O will definitely reverse the promotion of the brand and increase the sales, promote the flat of the channel terminal, realize the high fusion under line; 5, the electric business especially mobile Internet's development, has brought the network increment customer and the sale for the enterprise; 6.

There are many, not enumerated, therefore, do electrical business, can not blindly follow, can not think of what to do, can not be quick, pompous impatient, not arrogant, take the traditional marketing and business thinking and the existing management experience to go to the electricity dealer, or even, did not think good how to solve the line under the channel of Conflict, See other people electric business do the wind and hurry to follow the electric Business Project, so, often lead to loss or fall into the vicious circle of big sales and not profit, and even caused the channel of melee and contradictions intensified and not the way, more serious will make the enterprise into the situation of survival challenges.

The correct approach should be based on the actual situation of the development of enterprises to design, from the integrity of the enterprise, systematic to plan and view the development of E-commerce. Large enterprises to do integrated layout, small enterprises aimed at the market segment, intensive, meticulous operation, deep dive research consumer mind, training basic skills, do not be impulsive impetuous, want to do it overnight!

Iv. How to achieve user-centric issues

1, the traditional enterprises to do a good job, it is necessary to use the line of traditional brand advantages and resources to achieve online electronic business brand, the continuation and extension of the brand online, no matter what time to do "user-centric", really sink the heart to study the minds of consumers, including consumer shopping habits, consumption preferences, age and regional distribution , consumption level and so on, establish and form a large user database, and based on the above data, using the CRM system and other means and tools to continuously improve products or services, to create a better consumer experience and provide more value-for-money services. The development of Internet technology makes the collection of user data means diverse and simple, and makes scientific and reasonable changes based on Internet shopping path and Operation habit. Because, only really take the customer as the center, can pay more attention to the target segment market, subdivide the target customer group, analyze the target customers all aspects of consumption data and consumption habits, do effective communication and precision marketing service positioning. At the same time, the enterprise strategy, tactics and decision-making system should adapt to the new situation of consumer consumption habits of the transfer, to provide users with one-stop, systematic solutions and exceed the expected value-added services to enhance the user experience and service levels, to provide the Internet customer demand for cost-effective goods, who seize the hearts of customers, who are closer to customers, Who will be in the future of the Internet competition to occupy competitive advantage and market!

2, on the customer-centric point, the United States has done very clearly, they see to provide customers with online integration of the shopping experience is a very natural behavior, and will not deliberately differentiate line, as long as the customer chose you, will naturally choose the best purchase channels and ways, as to say that is the choice of online or offline purchase, It's not that important. Because, they have done early to customer-centric and continue to practice this concept, rooted into the enterprise culture, affecting every employee of the enterprise, and into the core of the strong competitiveness and advantages.

3, a lot of enterprises are stuck in the slogan, that, to achieve the user-centric is difficult, most of them are based on the enterprise-centered, enterprise interests and profit-oriented, and not in the enterprise in every business behavior fully for the sake of customers, not willing to improve customer service satisfaction and level of continuous research and investment, Did not want to understand and calculate clearly this account, relatively short-sighted, pay attention to immediate interests. Since you do not take the customer as a matter of fact, what customers want to take you seriously, to buy your products to help you do word-of-mouth publicity, you have to be faithful. Really want to do the user-centric, and not everyone imagine so complex, reflected in the company's every care customer details, product design, brand shaping, quality control, customer service, promotional activities and innovation, customer care and customer data research, supply chain optimization management, The convenience of shopping and payment and so on every detail of the design.

4, we look at the classic case of three squirrels.

When everyone thinks the electricity merchant Red Sea is overflowing, born less than 1 years of "three squirrels" in the founder of the chapter under the leadership of a prairie fire, since 2012 double together, three squirrel leaped nuts industry-wide first and top-ranked cat sales, 1 Anniversary sales breakthrough 3 million to create a new industry miracle, At the same time won the wind investment in the multiple rounds of investment.

How did three squirrels do it? In addition to product quality low-cost, "Three squirrels" the success of another three weapons: 1, customer service to learn the squirrel sell Meng users Word-of-mouth, 2, the package to provide all the tools to eat nuts, services fine; 3, mining data to understand customer preferences. Three squirrels are really customer experience up and down the Kungfu, service cards, wet paper towels, card sets, shell bags a variety of meticulous, a variety of thoughtful, excellent customer experience. Even a customer said, looked at a half-day, because its packaging is too Meng is not willing to open the mouth plug. There are also customers said that not only the tea is very fragrant, eat is also very delicious, inside also store an environmental protection bag, eat not finish still have a clamp to hold. Three squirrels also find the user pain point, the processing of nuts more easily peel, to the greatest extent possible to the various consumer links to give convenience and optimization, the details of the service is too nuanced.

At the same time, three squirrels as the owner of the title, customers as friends and family, the Super Meng cartoon image of the squirrel itself has a feeling of intimacy, selling things has not been important, it is important to strive to become close friends with customers. All this highlights the three squirrel customer-centric business philosophy, real heart management, really for the sake of customers, attention to details and innovation, customers want to be unfaithful, every one has purchased and been served by customers are willing to actively share online, Word-of-mouth and brand communication naturally quickly. Therefore, to get the long-term development of enterprises, see if you have the "user-centric" as the core concept of enterprise, there is no real effort to provide and continuously improve customer service experience, to provide more than expected value-added services, and strive to become close friends with customers, as long as the heart for the sake of customers, Customers must be able to perceive and continue to reciprocate.

How to recognize the essence of the electric business, systematize to locate and design the electric business development of the Enterprise

Traditional enterprise transformation to do electric business, need to understand the following questions: can grasp the nature of the electrical business and business, want to know why the enterprise to do electricity, when to intervene in the electricity business, to achieve what purpose, how to do a good job, how to define the electrical business sector, the location of the electrical business and strategic thinking is clear. The biggest reason for the traditional enterprises ' electric shock dilemma is not to understand the strategic positioning of e-commerce in their own enterprises. Many enterprises even products, price system, supply chain management, after-sale service system, operation, etc. many enterprises do not do a good job, it is necessary to concentrate on the big efforts to fill filling gaps, the electricity will be included in the planning, steady, according to the strategic plan to advance gradually, if the rush to launch the electricity Business Project, may not be It will also accelerate the death of businesses. The traditional enterprise does the electricity quotient, to the electric trader cognition error and the deviation, the strategy and the tactics and the operation execution will appear the difference and the deviation.

The traditional enterprise does the electronic commerce is a systematic project, the enterprise must use the system, the holistic angle and the thought to ponder and the design electric quotient. Because, any solution should pay attention to a systematic, disorderly, messy, single existence, lack of overall design, not to customer-centric system, a package of solutions products and services, are easy to cause the loss of consumers. There are some core parts to the system solution, some are associated, value-added, ancillary, improve customer service satisfaction of the additional part of their integration, series, to a systematic scheme presented to consumers, can obtain consumer recognition and satisfaction, can obtain consumer loyalty and good reputation, And then do Word-of-mouth and brand of viral transmission and sharing. To avoid a single inorganic electrical dealers to design and marketing, but to organic system of electronic business design and marketing. For example, Baidu Search, it can not provide a single search service function, must also have Baidu know, Baidu questions and answers, Baidu ads and so on is not the core value-added incidental features, only for customers to solve the problem of relevance and provide more value-added services, in order to obtain more customers. Baidu So, Ali treasure so, Google also. The author Su Jianxiang the company's Gold kitchen cabinet has also been practicing the concept of customer-centric, to provide customers with kitchen cabinets, kitchenware, kitchen electricity, kitchen food and other related ancillary products, is committed to creating high-end kitchen leader in the field, to provide customers with complete kitchen products system solutions.

Therefore, to be a dealer, you can't stare at the sky Cat and stare at Jingdong crazy burn through the train, crazy hit ads, every day to play a bomb, the overwhelming recruitment distribution, the so-called full network of the whole channel marketing, thinking of one-step, this is a single-stage extreme, one-sided, short-sighted and lack of systematic logic design of the Electronic Business path. The correct thing is to recognize the consumer-centric nature of the electric quotient, to fully understand the core elements of the competition, it is necessary to design the integration height of brand building, price product system, channel layout, service experience, supply chain system and management, operation system and logistics system from the actual situation of the enterprise. Adhere to the user-centric, that is, consumer-driven as the core, adhere to the brand and channel driven as an important auxiliary, channel drive is to do a wide range of maturity, brand-driven is to do the brand premium, to do customer Word-of-mouth and loyalty, product driven is done deep, in-depth mining product quality, value and selling points, consumer drive is to do fine, to do the goal of subdivision Plowing！ The development of the electric business market has surpassed the stage of product and channel Drive, the consumer drive is the future, that is, the precise marketing project of the Big Data age. If just stay in the channel drive or brand-driven and product-driven companies are very easy to replace, research consumer drive and integration of large data, CRM customer marketing Management to have a future. Therefore, the traditional enterprises to do electricity should uphold the consumer as the center rather than the enterprise-oriented to do the electricity business.

Six, the competition of the electricity trader will return to the competition of commercial essence

1, facing the traditional brand enterprises with capital net, large platform of flow and resources to the traditional large brand focus, electricity quotient pattern and shuffle will accelerate, after shuffling electric quotient pattern will readjust, can not adapt and change, no hematopoiesis function and core value, cannot fast cater for the development of the electric business enterprise will be difficult to escape the doom and quickly disappear.

2, the individual thinks, the traditional enterprise electric dealer must be to walk line under the integrated Operation route, O2O Fusion has the future. Therefore, enterprises do not deliberately distinguish between the line online, too magnified line and offline channel conflict, the future must be you have me, I have you, a symbiotic symbiosis, forming a complete ecological circle, it is important to consumer-centric customer service experience, consumers as long as the choice of you, where the purchase is not so important. It is not possible to induce the customer from the line to the offline or from the line to the line under the undue compulsion or interest, all to meet the customer's demand and purchase personal will and convenience.

3, the traditional enterprises do not have to do electricity dealers as a channel, the future of the electrical business will be the standard configuration of every enterprise, the current electrical business development is only a phase of the development of the product and form, should be to meet consumer demand as the center, research consumer Drive and the integration of large data use, study the consumer's mental model, To build a new type of supply chain system to adapt to business form, whether it is online under the line are regarded as the normal service channel for customer service, the Electronic business entity, the entity on-line, the two complete integration!

Therefore, any business model and behavior must eventually return to the commercial nature, the electricity merchant will from the price war, the rough type management to the fine operation, the strength competition tendency is obvious, starts than the basic skill, compared with the team operation, the profit ability, the commodity design manufacture craft, the supply chain management, the brand quality, the channel control ability, the capital strength, Customer service experience and innovation ability. In the final analysis, the future of the electric business competition, is a brand enterprise comprehensive strength, the systematic competition is a marathon game war which competes the strength and endurance, the innovation ability, the execution ability, the operation power, for more small and medium-sized merchant, compared is in the more subdivided domain who does deeper, is more transparent, is longer. And all this, are to achieve the "user-centric" concept of a strong infiltration and indoctrination, and then transformed into the actual business behavior of the firm to achieve a strong implementation, the formation of a strong corporate culture, rooted and affect every employee, and ultimately into the core of a strong competitive advantage.

Author: Su Jianxiang

Micro-Credit public number: Su Jianxiang

Sina Weibo: @ Electric Business ascetic-Su Jianxiang

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