The biggest puzzle is why every business suddenly wants to be light.

Last night chatting with a community service boss, 3 hours down, my biggest puzzle is why every enterprise suddenly want to be very light? Only light is enough for the Internet? Or is it too heavy to have a future?

In such an impetuous, constantly have the capital flirting, constantly have the leader of the era of subversion, enterprises in the "Light and heavy" selection criteria? I think each of the traditional enterprises ready for transformation, it is necessary to seriously consider the "light and heavy" this pair of antonyms. Like where it's lighter? Why Light? Can you do it after light? Including the definition of lightness and weight itself.

In recent years, due to the impact of "internet thinking", many enterprises are eager to immediately through a "mobile phone client", transforming Chavan-level users, complete the transformation of the road of breakthrough. But the reality is far worse than this: there are many traditional business owners who have been so vivid that they do not install other apps on their phones on a day-to-day basis other than using micro-letters and microblogs. Under this premise, talk about what "mobile interconnection transformation" all seem to be very nonsense.

I understand that the Internet's biggest attraction to business is two, one of which is making it easier for producers to confront consumers directly, and the other is to make it easier for consumers to interact with similar consumers. And these two points ultimately point to an end, that is, how to let the enterprise produce more consumer favorite products.

To cite an example, needless to say 20 years ago, even if put in the traditional internet boom 10 years ago, let Kingkian chu old again have the ability (excluding Monopoly factor), Chu Orange can not like Today "inspirational" China, this is no doubt. He should not only have a physical company, but also to find a proxy, level two agent ... A number of agents, and then through different media, playing a lot of advertising, and then through supermarkets and even retail hawkers, the Orange to the consumer's mouth.

Moreover, in the era of information occlusion, respectively, different time, space consumption of orange users, it is difficult in a short period of time through the flood-like topic effect, the formation of a unified brand resonance.

Therefore, even if he can through efforts to let the whole Chinese eat the orange, in the eyes of all people, but also from Yunnan's oranges ...

But now? A live network plus a courier company to make all the changes, once distributed in the streets of the store does not exist, instead of all users are using a "online" store, tasting while also through social networks to hear other consumers feedback.

You will find that the biggest change in the process is the direct link between producers and consumers, consumers and consumers directly interacting. So everyone seems to see the nature of the Internet. But in fact there are many misunderstandings and cognitive blind spots.

First of all, not all enterprises can do like Shang, there is a perfect motivational story, if you do not have such a label, will soon be imitated, replaced; second, not all companies are willing to give up most of the benefits of the industrial chain like Shang, which could mean the loss of pricing power and market dominance.

Therefore, we must not talk about the seriousness. The light and heavy of an enterprise, more than any trend can be defined. The key factor in deciding light and weight is what level of product and experience you and your business want to provide to users ...

As we all know, at least a few internet companies, because "more and more" to become relatively successful, they are Jingdong, 58 with the city, Ctrip, the United States Regiment ... Jingdong self-built Warehousing and logistics, 58 with the city, with the Cheng Regiment have thousands of people's ground sales team, the business is different, different fields, different patterns, and even the founder's style is not the same. But one thing is very similar, that is, they are willing to put a lot of companies unwilling to take the risk and do their best to ensure a good and controllable closed-loop experience.

So, even though they look very heavy--a lot of employees, tentacles are very wide, the front is very long, but their market barriers have been greatly improved, and the key point is that they do these are only to better realize the original intention of the enterprise, plainly, it seems that a lot of things, in fact, is one thing.

Even the company, including Ali, is beginning to hope that through the "rookie network" to provide users with more controllable experience and income, in the final analysis, the enterprise is to survive. You don't have to be heavy at first, and you don't have to choose the "heavy" path. But if you want to be the first in the field, "heavy" seems like a destiny.

The core value of the Internet is not to eliminate heavy, but to make "heavy" a healthier and more sustainable state. To say the vulgar, you need to learn to master the "heavy".

I understand that every business wants to take a "light" shortcut, but a shortcut either means congestion or a risk.

If you look carefully, there must be a lot of companies with simple internet awareness, deep in the new business era of the quagmire, which is unfortunate and regrettable.

They are accustomed to the standard bat, used in the discussion of products, take micro-bo, micro-letter examples. Slightly better, but also say how the millet, Jing dong how ... Wait a minute. And whenever you want to introduce an experience, the direction of a good breakdown of products, they will use a sentence "seems to have a few people use Ah, or first in the micro-letter to do it."

Calm down, you were not by virtue of "few people use" products and services started it? Why do you lose common sense when you encounter mobile Internet?

Recently, there is an article from the Entrepreneur Magazine President New Wengwen and Jingdong Mall founder Liu's depth to talk. I think some of Liu's views should be able to remind many enterprises weighing "light" and "heavy":

1, we are not subversion, but the Chinese retail industry has done a value chain integration, from the factory (one station) to consumers. In this chain, how much to do, how much money to make, the world is fair.

2, all for the customer service mode of joining me is not optimistic. Want to do hundred years old shop endure hundred years lonely, want to make quick money is not do hundred years old shop.

3, Jingdong in the future to make most of the money by self. Self-made the value of the chain half, the third party platform only to do 20%, cut the passenger flow just, the warehouse did not do, quality control did not do, to make more money without reason.

4, make more money to Jingdong is not a good thing-after 3-5 years of special good days, then there will be 100 people come in, the world's rich are many.

5, the future can not be replaced by the electric dealers are convenience stores and urban complex, the most likely to be replaced by large supermarkets and distributors.

Wen/Hochang