Search the Net: what is the basic purpose of the traditional enterprise to enter the electric business?

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Although the electric business seems to be in full swing, but in fact the vast majority of traditional enterprises of the electric business is difficult.

Generally speaking, the traditional channel to do the electrical business is generally online to build a like the day Cat Jingdong Mall, and the majority of manufacturers to do electricity in the days of the Cat Jing East opened a shop online products. Whether traditional channels or traditional production enterprises, they are basically on the online use of what I call the product and price line under the "dual track". Online sales are exclusively for the product, and the line is generally low prices for sales.

The limitation of the dual-track strategy of traditional enterprises

However, the traditional enterprises adopt the line of product price "dual track" of the development strategy of the electric quotient, also more and more show its development limitations. Online products to launch a price war, offline goods are not sold. How should the traditional enterprise develop the electric business?

First of all, you can't be a power dealer.

To answer this question, we may need to find out why the traditional companies are doing the electricity business. Why do traditional enterprises have to be electric dealers? Most of the traditional enterprises to do electrical business, may be the purpose is to do the electrical business. In order to do electrical business, may be the current traditional enterprise development of a reality. Blindly follow the so-called current situation but do not ask it, how can a good electrical business?

Purpose one: Defend against the online mall to occupy own market share

We know that the existence of the Internet has changed the way consumers buy, they get more real and effective information via the Internet, and more and more people start to search and buy goods over the Internet. The traditional channel needs to develop the electric business, because the consumer behavior and habit of the household consumer begin to change. Obviously。 At this time, the traditional shopping malls just resolutely resist the attack of the cat electric, but not to do the electricity business is not taken.

The development of Internet has changed the traditional business environment and management means. The internet has changed the way consumers get information about goods and services and has changed consumer behavior and habits. To survive and develop in the environment of Internet, traditional enterprises should make full use of the information technology of Internet to adapt to the change of consumer's behavior and habit, so as to enhance the consumer experience and improve the market competitiveness of the enterprises.

The development of electricity business is not an end in itself but a means, the purpose of the development of electric power only and only one, that is to enhance the core competitiveness of enterprises. For the traditional home market, it is in the future competition can at least withstand the attack from the line.

Second, the enterprise's core business to enhance the competitive power of enterprises

Many people believe that the development of electricity business is to set up a power business department, online to build a mall, and there is a certain growth on it. But what about the traditional business of the enterprise?

The development of the "dual-track" is two business: online electric business and the traditional business offline. and the core competitiveness of enterprises must be implemented to the core business growth. So the question is: which is the core business of the enterprise? Is it a traditional business or a new development of electric business?

Perhaps someone will say: "Our core business is the traditional business, the future of the core business is the electrical business." There seems to be some truth to it, but there is a big problem in logic: The core business must be considered at the strategic level, must be long-term, not present and future, and more unlikely to be different now from the future.

If we have to choose between the traditional business and the new business, most enterprises should decide that the traditional business is the core business of the enterprise. Starting from the basic principle of the development of the electric business is to strengthen the core competence of the enterprise, the concrete step of the development of the electric business is to make the traditional service of the enterprise be electronic, and make the traditional business more competitive. "Two-track" online mall can not help offline shopping mall busy, will only become an accomplice of online electric dealers.

Perhaps ask: Then the enterprise can not independent development of electricity business? Traditional enterprises can start from the start, set up an independent electric business company, let the electric business become the core business of the new company. But there is a need to minimize the connection between the two businesses.

Objective: To build the integrated operating system under line

Just against the obvious is not enough, how should the traditional home channel to develop the electricity business? The practice of "dual track" in the early development of Suning electric business has proved that the development of the "dual tracks" online mall adopted by traditional shopping malls is based on the interests of traditional shopping malls under the damage line. In other words, the "dual track" of the online mall is not enhanced but weakened the traditional market competitiveness. Obviously, the "dual-track" Can not realize the basic purpose of the traditional enterprise to develop the electricity quotient.

The development of the traditional enterprise electric business is around the core business of the enterprise, to build the integrated enterprise management system under line on-line.

Traditional business online, the electronic business is to connect the traditional service and line, so added the content of the line. Then there is the so-called "O2O". In order to realize this O2O business process in the development of electric business, it is necessary to transform the traditional business. The product design process, management process and related organizational structure, cost structure, profit distribution structure and so on, even business awareness and corporate culture, should be adjusted accordingly. So this is an organizational change. The goal of change is to create a new line of online integration of the operating system.

Therefore, the traditional enterprise's electric business development plan, should be the corresponding organizational change planning. Enterprises should be through continuous learning and thinking, recognize the strategic significance of the development of the electric business, unity understanding, take the small steps to promote the local organization transformation, and further promoting the business development by this organizational change, there are plans to carry out the organizational reform of the enterprise's core business.

Objective four: To make a long development in the evolution of electric quotient

All said that the development of electricity is faster than who, is the only fast and not broken. Actually, it's not. As with other commercial competitions, electricity dealers are still on the basis of strength than speed. Electric business development is a marathon, but the contestants are mostly thought to be the hundred meters final, so those "only fast not broken" players are basically a flash in the pan.

From the 51 search network (www.51sole.com) to build 8 years of experience, the Internet those who live and live very good business, almost no speed to win.

For traditional enterprises, the development of electricity business is an organizational change, and organizational change is needed enough time. We should consider the organization change of electric business development as the electric quotient evolution process of the enterprise, to have a good mentality to prepare and advance this evolutionary process, to have enough patience to accept the stages of evolutionary setbacks, there must be strong perseverance to eliminate all kinds of external interference, the electric quotient of the evolution of the movement to the end.

In short, only to hold a protracted war of preparation, the enterprise's electronic business process can finally be achieved.

The development of electric business in traditional enterprises is the evolution of enterprise species, and the purpose of evolution is to adapt to the new operating environment. What organ organization's function needs to change? How to change it through the development of the electric quotient gene? How much time does it take to evolve? These all need each enterprise according to own characteristic to go to step the groping.

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