"On behalf of the operation" to re-launch hot

The "generation operation", once a hot term for e-commerce, has recently rekindled a heated debate due to a recent survey conducted by a professional agency: "Sixty percent of sellers said they were not far off from operations on the one hand." On the other hand, Of the traditional enterprises "network" into the field of electricity providers, the market demand for rapid growth; the one hand, the familiar brand of e-commerce business has been "solo", coupled with the generation of the carrier's own industry, "aphasia," electricity supplier on behalf of the operating industry is Become a "silent spiral."

The reporter of China Business newspaper found through interviews that the driving factor for the resurgence of operation on behalf of the operators was the wave of surging mobile services. The new technologies based on cloud computing and big data mining are promoting a comprehensive upgrade of the industry, including network marketing, IT System construction and supply chain integration, integrated service transformation, purely on behalf of the operation in the mobile era can no longer survive, and thus triggered the dramatic changes in the entire industry in 2014, therefore, this year is also known as the "shuffling year" .

Growth has not reached expectations

On behalf of the operation has been a slightly awkward business.

A recent survey conducted by Billionaire Network showed that 60% of the sellers believe the operators will die out. Another 40% of voters think that the theory of demise of operations must be exaggerated, but the gradual demise is only Time is a matter of commercial law. Because "solo" has always been the heart of the operating company's heart disease. Even in the high growth stage of the past, the operators have never wary of vigilance. The awkward attitude of "raising children for others" made them intolerance.

The term "past high growth stage" always makes people feel that the industry is already in a downturn, but it is not. According to statistics, the market share of electricity supplier business has reached 10 billion yuan, almost 300% annual growth rate of rapid growth. However, according to practitioners' experience, the growth rate is still far from expected. A survey of 100 million state power networks shows that nearly 60% of traditional brands that have not yet tried the "forbidden fruit" business have a clear demand for generation operations; 22.2% of feature categories need professional on behalf of carriers to assist them. "There are always businesses that weaned," but there is still a lot of demand, especially some special categories, and international brands trying to get into China with low cost through e-commerce channels, "said a generation operator.

After the reshuffle of the industry in 2012, there are still some 2,300 companies operating in the third-party service market. However, most of these enterprises are concentrated in the low-end service areas, and the high-end service has been hard-pressed. Because this industry is very low barriers to entry, pulled up three or five individuals can set up a company to carry out on behalf of the external business, the competition is fierce naturally. In order to make money, some operators are frantically looking for customers at low prices but do not attach importance to service quality. Some operators surrender orders beyond the scope of their good products, resulting in wastage of resources and greater vicious competition .

According to the above survey, among the many problems exposed on behalf of the operating industry, among them, the unwillingness to fulfill the contractual promise and the habit of using the treasurer is the most abhorrent to the business operators. In addition, too low price impact sales, discount brand wings, cheat promotions and other acts by the operating industry is also accumulated over the years, "quirks", but also on the industry reputation again and again to combat. An Shui-Hui, co-founder of Ruijin Lin, once told the media several times that there will be no more than 10 large companies surviving the reshuffle of the operating industry in 2014.

Currently on behalf of the operating structure of the industry, Bao Zun market share came in first, Alibaba investment since the investment has been committed to service on Lynx platform businesses. Ranked second in the Ruijin Lin, and several other service providers market share is almost the same.

Mobile demand to promote industrial upgrading

The reporter found through interviews that the entire generation operation industry has suddenly become the focus of controversy recently because the typical generation operation service of that year can no longer satisfy the demand of service providers from the brand operators in the mobile shopping era and the whole industry urgently needs upgrading.

PC shopping era, on behalf of the operation is to buy traffic, then the traffic into the purchase rate, the business is relatively simple and controllable. However, in the era of mobile shopping, the business on behalf of the business is complicated. The "small screen" emphasizes fragmentation and diversified entrances. Traffic is no longer the deciding factor. Instead, it emphasizes how to keep real-time and smooth with consumers through making and distributing content Communication. Jianyong, vice president of Shanghai Commercial School gave an example to reporters, there is an Italian brand, the main emphasis in the PC shopping era is the price of promotion, and now, the brand does not mention the price, but in their own mobile channel to promote the brand Tonality, historical changes, emotional appeal and even the introduction of Italian landscapes and cultures, which successfully attracted a group of consumers who are interested in the brand and who are willing to buy or even take the initiative to spread the brand. However, the brand has been in China for seven years , But also finally turn the tide of salted fish under the tide of mobile to achieve profitability.

This shows that the singer-decaying generation operators are not actually looking at declining generation operations. Instead, they hope to rapidly upgrade their generation operations from a single agent operation and selling model to becoming more stereoscopic, especially in the fields of network marketing, IT System building and supply chain integration play a third-party service providers professional. For traditional businesses, IT systems are gradually moving from independent operations to Internet, front-end consumers and back-end CRM systems. These are all new requirements for businesses and service providers caused by environmental changes.

Anshun Fai said that it is the O2O and big data to see the online and offline integration capabilities requirements from 2013 onwards, Ruijin Lin began to emphasize the shift from the operator to the e-commerce integration service providers, and from 4A advertising and public relations The company dug from advertising marketing, e-commerce marketing, online and offline data integration, mining, and strive to become a big data services company. Because in the era of PC shopping or mobile shopping, as long as the consumer demand, and through the appropriate channels to their products successfully delivered to consumers in need, will always be the only way to success. At present, the powerful functions of cloud computing and enterprise data mining capabilities, but also provide a technical basis for this online and offline integration.

Jianyong Yong also believes that the mobile shopping era has provided new requirements for e-commerce third-party services. In addition to the former ones that were transformed by distributors and the typical ones that specialize in operating agents and sellers, there are more Companies engaged in marketing, planning and public relations services entered into the service sector and won many orders with their expertise in brand communication and marketing planning. This in turn prompted the first two categories of service providers operating on traditional generation to accelerate the upgrading and transformation. Otherwise it will only be eliminated.

Reporters observed: the problem lies in the brand

On behalf of the operation and service enterprises mixed, do dispensers, non-fulfillment of the contractual commitments have occurred from time to time, and cheap Showmanship, surpassing their ability to receive orders and other phenomena is to aggravate the brand business sense of trust in this group, and all behind The fundamental problem is that there is no uniform standard for the operational effects of operations on behalf of the industry and it is difficult to assess.

Earlier, judging whether a generation company was operating normally was based on the renewal rate, not just the volume of the transaction. Although the industry does not have a uniform standard, companies with low renewal rates often fail to meet the guaranteed minimum sales promised when undertaking the business.

In fact, just as each industry has its own understanding of O2O, on behalf of the operator as a service provider, the evaluation criteria of the decision is actually the brand. The first brand to be clear, the purpose of finding their own operators on behalf of what is to sales, to high-quality consumers, to brand communication, or online distribution channels? Only clear their own purpose, in order to find service providers on demand, and evaluate the services of service providers meet their own requirements and expectations. The most terrible is that brands do not know what they want, just to follow suit O2O, or to reduce costs and find service providers on behalf of the operation, as a result, the service effect is no standard nor evaluation, the final is not satisfied with the doomed of.

Brands choose third-party service providers, the most afraid of others. Such as the most popular O2O, many businesses are often misled by all kinds of "how many days to get how many fans produce sales." Many companies expect O2O sales growth, if not for a period of sales, they began to accuse or question what they do now. In fact, not concerned about sales, but concern about the growth of online users and orders is the same as an indicator of service success. There is a traditional service company, all the original business came from offline. The O2O project's purpose is very clear, that is to occupy the online channel, if users want online orders, especially young consumers, but also to meet their needs, let them know that the old brand in the new channel is equally convenient Fast. Therefore, they choose the service provider is very clear, and patiently put the online channel into the original system.

Now there are third-party service providers to launch a distribution business is very popular on behalf of the business, the customer is very accurate, that is, those who have good goods at hand, but no brand companies, such as the former foreign trade processing enterprises. Distribution on behalf of the operating business has a strong coverage of the entire network of all-channel product sales ability, regardless of the terminal is Taobao shop, pat shop, or WeChat shop, as long as there is supply, you can quickly through the network distribution. This also shows that the current service providers more and more professional, good at more and more areas of refinement, the brand only in the many complex service providers that choose the one that best match their own business, will be the most appropriate.