The electric business war also must have the moral integrity: should sum up experience learn to reverse the marketing

Over the past two weeks, Apple's IOS7 conference has experienced a tidal wave of spat from fans and professionals. But comparing Samsung's 11 billion dollars a year to 4 times times Apple's marketing costs, it has to admit that Apple's 45% profit margins are largely driven by innovation rather than marketing. Innovation-driven enterprises, on the one hand, need to operate lower cost, on the other hand, when the financing can be more active.

In the past a long time, the brand management model and marketing model of Procter and Gamble has become a paradigm, but it is an extremely burning money model, and the current market environment is out of tune. As a result, Procter and Gamble are making deep adjustments, more and more budgets to the Internet, and enhancing interaction with users to build special relationships. Jingdong Mall needs to spend more than 200 million of the CCTV ads to understand this truth, according to the traditional model to do the brand, do marketing has become very economic. In the economic boom, the scale effect can be used to apportion costs. At present, the economic situation is getting more and more serious, the electric trader consciously and unconsciously chooses two sections (double 11 and "618") to carry on the momentum, but this model also deserves further discussion.

Shi Yuzhu in his recently published autobiography, put forward one of his business principles is not easy to reduce prices. But Chinese companies seem to be very fond of relying on investment-driven, and are investing more and more through additional offerings, and superstition can overwhelm rivals with larger size, more advanced equipment and lower prices. Recently, the Amazon to be settled into the day cat, Cat, Suning, Yi, Gome, when, Amazon almost have "six door faction siege of the bright top of the potential", the spear was invariably aimed at the jingdong. But I agree with 蒉 that this is the path to slavery. Because the line under the traditional enterprises at the cost of the war, still found who can not destroy each other, but achieved a "double lose" situation. Ironically, Jingdong Mall is also the originator. When the market began, Jingdong on when the price war launched. Savage growth has almost become the creed of China's first-line enterprises, but the outcome is not happy, but all have the suffering of words.

In addition to suning and easy to hear, now the electricity business is still generally lack of strong funds. Therefore, the price war thunder, rain, but also may appear out of control, each other die knock and blood spell situation. Once the electric trader is in the investment drive stage, becomes involuntarily, the huge investment sunk cost needs to give the investor to explain, needs to be listed early. At this point, most of the power providers ' attention is not on behalf of innovation-driven supply chain management, cloud computing, flat management and brand power. And these are precisely the key to getting out of the price war.

First, the electronic business should attach great importance to cloud computing. The essence of E-commerce is a personalized business, corresponding to the media and more refined distribution. This is different from the popular consumption of traditional commerce, the spread of TV media and the extensive distribution system. As a result, advertising in the television media will not be the Shangga of electricity, because it does not bring the real user experience of the promotion, money is not used in the blade. Adapting to the requirements of personalized business means that both users and marketers need to choose a more open attitude, through the cloud computing platform and large data to reduce users and products "matching costs." The recent divorce of Wendi and Murdoch has once again proved that the "matching cost" is the highest cost, worth 1 billion of dollars. This is not an extreme example. E-commerce not only to protect the low transaction costs, but also to protect the low matching costs, in order to be more competitive than offline. Data mining and cloud computing are two levels of problems. Cloud computing is a real data-sharing model and a more open one. As a result of security and confidentiality, cloud computing has become a hidden bottleneck in the development of E-commerce, but also the first challenge that the electrical business must overcome.

Second, the electrical business should learn to reverse marketing. Recently, the micro-trust team announced that the micro-letter is not a marketing tool, it is a rock. Too many interest groups want to use micro-credit marketing to profit, but encounter blow. But the micro-credit team did the right thing. This is not just because micro-letters absorb the lessons of Sina Weibo, sacrificing short-term benefits to protect the user experience. The more important reason is that the future of the Internet to build a high degree of trust in the environment, here has implied the principle of marketing. One of the simplest truths is, will you be able to sell your family and friends every day? When chasing a girlfriend, there may be some marketing behavior, but once the life, if the wife also daily marketing words is to find death. Micro-letter is precisely such a similar small family environment. In a micro-letter, you will open yourself to more trusting people and gradually become a more powerful circle of trust. The Circle of trust is marketing. And the reverse marketing is the traditional business is very high marketing costs, and the reverse marketing is a completely different from the traditional mode of marketing, very worthy of the electrical business to explore. Weibo is closer to traditional marketing, and micro-credit has the attribute of marketing. Both pros and cons. And the reverse marketing must be able to really reduce marketing costs.

Third, the electrical business should be more and more moral. One of the things that traditional businesses like to do most is to increase their pricing power and gain extra profits by creating brands. E-commerce must be reversed and become more authentic and reliable. In fact, only a handful of electric dealers realize that moral integrity is also a kind of competitiveness. With a sharp decline in social trust, moral integrity has become increasingly commercially valuable. But this is by no means a tactic, much less the pursuit of profit maximization in another form. Many enterprises in developed countries are now increasingly pursuing reasonable profits, forming delicate and close social divisions, developing stunning products and working ethic and flowing into their blood. Therefore, a lot of Chinese enterprises abroad will feel that they are the eldest in the country, in fact, and the level of foreign counterparts at least 30 years. This is self-knowledge. The official statement of moral integrity is corporate social responsibility. But I would rather use the word in a popular way. Because moral integrity is also a very personal thing. Moral integrity is a form of self-cultivation from the inside out, and then the self-cultivation into a lasting action and executive power.

Moral integrity is no longer a technical issue, but a matter of human and spiritual dimensions. I also recently understood why some of America's leading business schools regard India's Bhagavad Gita as a must-read, as important as the art of war. "The Bhagavad Gita" is much harder to read than the art of war, and I have yet to go through it. The Bhagavad Gita teaches a person to meditate instead of a skill. And I can be very responsible to say that many people from small to large, until the work of more than 20 years, may be no one to teach him meditation. Even all education is to promote quick success, thrashed crash. However, do the law of the enterprise really must meditate. Memorial, will be born Hui. Otherwise, hit the dozen, are passers-by, are clouds.