The fast fading of the first revamping business managers

Recently, Li-Ning E-commerce director Lin, Lan Shi E-commerce minister Zhao Zhi, the head of the electronic commerce of the nine-Yang Co., Ltd. recently resigned, plus before suning easy to purchase and other traditional enterprises, general manager of the Electric Business department substitution, let us traditional enterprises in the electric business manager pinch Khan!

Why did they leave? Is it a project failure or a strategic adjustment? Is it another job or a forced one? For three of years, the electric business looks booming, the boss's expectations are also constantly pushing up; in the traditional enterprise, electric business managers are humble on thin ice, like wolves opponents, to coordinate the conservative interests of the system, its professional situation as Lei Bo Luo, the head of the electricity business, said: Half the fire half of the water.

The first revamping the head of the business in the fire and fire in the situation, laid a jiangshan, left the base, but now to leave, injustice? Fate? What is the solution?

Taobao Myth brainwashed boss

Traditional business owners often hear the story: So-and-so married a year to open a Taobao shop did not spend a penny advertising fees sold millions, a year to earn a hundred thousand of. This is the 2008 version. By 2009, it had become millions of a year, and 2010 had become an annual sales of billions.

Such stories may indeed exist, but not many, and not so easy, but in Taobao strong PR activities, the traditional business owners believe that such a myth can be achieved in their own.

In fact, the survival logic of traditional enterprises and Taobao pop (including big shops) is completely different:

1. Pop decision and execution speed: what goods? How many goods? Do not sign, do not submit for approval, do not audit and argumentation, the couple can be in the shortest possible time to make decisions and implementation. On the contrary, the traditional enterprise's decision-making chain is too long, often loses the opportunity.

2. Pop change the wrong ability: After the error appears, briefly find out the reason, to avoid the next time again. Then quickly adjust and return to the correct track.

If the traditional enterprises make mistakes, the reflective cycle is too long, before carrying out the traditional channels of electrical business "offending" may also attack you, the boss of your little trust will be discounted, the next mistake and the new force becomes difficult. But when the electric dealer dares not make the mistake, soon loses the innovation ability.

3. The pop has no internal friction and no suspicion, and many things are dealt with as quickly as they can.

Can in the traditional enterprise inside, the stakeholder is very many, in their eyes, the electric business is not only the hot incense steamed, is also takes away their benefit the time bomb, this kind of contradictory psychology lets the communication cost increase, the internal friction inevitable.

4. Growth is limited and myths are difficult to renew. Pop in the initial performance, but the subsequent growth is very limited, in the long-term planning, financing capacity, system building, enterprise structure, the capacity of the large team management are deficient.

Traditional enterprises often only see the myth of the early pop, without rigorous research, on the development of unrealistic goal planning-millions of million reached billion sales scale also to profit, but also to drive the offline entity shop growth and sales growth, but also with the offline business close integration, but also to balance the interests ...

These unrealistic goals make managers powerless, knowing that the boss is not professional but also must be carried out, and the boss that, on the goal of bargaining, is simply in the end of the goal to find excuses!

When you meet the boss who believes in mythology, you don't give him a myth. Since then, the fate of the electric business manager is doomed.

The victim of corporate strategy adjustment

Electrical business is only a small department of traditional enterprises, once the enterprise strategic adjustment, the electric business owner inevitably to mollusk. Suning easy to buy the general manager at the end of last year, because Suning to have big moves, previously hastily set up the electric business sector just to explore or is a supplement, the person in charge of the vision and ability may not be able to assume the future of Suning easy to buy against the Beijing-East mission. Of course, get cold change handsome, also let the first revamping business manager chilling.

Li Ning's electric business manager Lin's resignation, but also highlighted the first revamping business managers in the enterprise strategic adjustment in the sadness. Li Ning Group released a new strategy in 2010, in addition to change the standard, there are internal organizational structure adjustment, to the Category Division responsibility system, the product by the brand manager responsible for the department, and the power of the business sector by the IT department responsible for the electricity business owner became sympathizers, and at the same time, Li Ning's electric business strategy is also facing upgrades.

Li Ning is the first via Taobao to carry out E-commerce, but also Taobao tree for the benchmark, early electrical business responsible for the mission is more network channels distribution work, many Taobao stores are either incorporated over the personal shop, or outsourcing on behalf of the operation, Li-Ning electrical business internal staffing and structure is very little, and very traditional, most of the focus on commodity managers, Logistics personnel, customer service personnel, the development of electrical business must be professional and technical personnel, operations and marketing personnel are still lacking.

In the past two years, the limitations of Taobao increasingly appear, business mall development momentum more and more fierce, the establishment of their own electric business platform, to seek higher profits and sales scale strategic significance, Taobao can not be compared. However, many electrical business owners do not have the experience and ability to operate independent, you do not class who class?

So, parasitic on Taobao, and the establishment of independent shopping mall, what is the difference?

1. The System Foundation construction is very different.

In addition to being familiar with the technology of setting up the company, we need to understand how to coordinate the existing resources with the traditional enterprise line crm\pos\wms system. Although the person in charge of electricity business need not operate personally, must be able to understand each technical core and link, to the corresponding input and output scale.

2. The operation of the business and Taobao Mall, although there are similarities, but also has more autonomous space and advantages, therefore, the owner of the electrical business also has the "Internet Product Manager" function.

The "product" here refers to the company's Independent mall navigation bar, search box, category bar, how to innovate and improve these products, improve the user experience, enhance conversion rate, save promotional costs, these are closer to the work of software companies, electrical business owners should be familiar with.

3. Marketing promotion Way is different.

In the Taobao system, marketing and promotion methods are still limited. Independent shopping mall marketing promotion Way is much richer. In addition to the regular hard and wide media delivery, there are outside the station's CPS access, its own commercial mall's Alliance CPS Promotion, Forum, microblogging, blog, news media, three-dimensional event marketing, cross-border cooperation in different industries (many heterogeneous cooperation still requires high technical requirements, Like the access to the ping ' an points mall on the need for two times the development of the Customer shopping center and its membership system, the bank's online payment directly linked to its payment interface and so on. For the prophase only to supply as the main channel to expand the way the owner of the electricity, this is completely another level of capacity.

To create the signal of independent to make the traditional channels of conflict further intensified, how to balance the interests of the channel is no longer limited to communication and coordination, the need for electric business managers further to the electrical business has a more essential understanding, for the traditional brand enterprises, the continuous development of new brands and new channels is the end of their And the electric dealer has the channel to flatten and the quick contact consumer's characteristic, these characteristics undoubtedly for the creation of a new brand has laid a solid foundation, if the electric business managers can not see this very well, so that they grow into a "new brand creators", but still limited to the traditional enterprises have a mature brand of the so-called channel conflict balance, On the one hand, not in line with the traditional brand enterprise mission, on the other hand, the essence of the electrical business understanding of the lack of elimination is also inevitable.

Too much impetuous and temptation

Sometimes, not the electric business manager is not, but the boss more hope that "foreign monks good chanting", or blindly identify with higher education and experience even shining well-known electric business enterprise Halo New managers can complete the enterprise strategic transformation.

Many traditional companies require headhunters to recommend to the CEO of the chief executive from Van, Jingdong and vice president. A company decided to hire a platform for the vice president of the general Manager H, but H report, the boss said you are only 31 years old, too young, first to do VP, and other projects on the line, and then to the general manager. This is clearly reserved.

Behold, after half a year, H received a friend L forwarding the company commissioned headhunting Recruitment general Manager of the document, intent to dig L for general manager, because L from Jingdong, fame than H original company big. L is a good friend of H, 2 years younger. H Big call, electric business circle so small, friends know I do in this company vice-president, boss you also go to dig general manager, this let hard work for six months laid the foundation of the project I Why?

Not well-known companies to dig horns, is the demand for returnees, MBAs, doctors, this concept can not be easily shaken in the short term. The first set of electrical business managers can only feel, the foundation is always someone to lay, Jiangshan but to be at any time! Why not pay out of the money, training has been for the enterprise and its own constantly in the promotion of managers, so that it more dedicated to the effectiveness of the enterprise?

Of course, the electric business manager's own impetuous is also the important reason. A large number of traditional enterprises to carry out e-commerce business, for the electric and traditional enterprises have double experience of the manager, the market is full of more than a few times the salary, mercilessly digging horns, facing a larger platform, more generous return, the choice to create a new world natural also in the sense.

In addition, some of the electric business managers of the electric business industry seems to be able to understand, after all, the electric business industry no matter how attractive it looks, still retail trade. This industry involves many links, hard labor attention to detail, coupled with the traditional enterprises in the implementation of E-commerce encountered many problems, a lot of electric business managers exhausted, burnout unceasingly. Li Ning Electric power business owner Lin left but joined the insurance company to carry out the business, from the heavy companies operating in kind to operate pure service products, the Light Company, how many also explained the problem.

"Bianhouyu" Traditional enterprise electric trader Manager leaves, there is no absolute conclusion, but there is one thing to be sure, they are for the traditional enterprise of the electrical business process has made great efforts and attempts, in the absence of any ready-made experience can copy and learn the premise, with the industry's love and professional loyalty, To the traditional enterprises laid a solid foundation for the electrical business, to achieve certain results. Only electric business has even inertia, if the enterprise itself within the knowledge management system is not well established, the electrical business manager's departure is bound to cause business fault and labor pains, even a temporary retrogression! After the first revamping business manager leaves, how should the enterprise choose the second generation? Welcome to explore.