The four core problems of traditional enterprise O2O revolution

Nanjing's Zhujiang Road, once wanted to shoulder the Beijing Zhongguancun, is the most important IT hardware distribution center in East China, has also been brilliant. Now the Pearl River Road is rapidly declining, and no store can escape! Under the shock, I understand why jindong the transformation of Su Ning. From the business to O2O, from Taobao, Beijing east to O2O innovation around the flowering, traditional commerce is experiencing a subversion and revolution. The first is to go with the information of the recent it stores, the second step can be imagined is the electrical store! It will then sweep through every corner of the traditional business! This is the background.

In such a big background, some people think: the current traditional industry Internet transformation is the trend, the service industry facing this field will also face great opportunities.

I admit that the traditional business is very rich, compared to the emerging internet industry is absolutely deep pockets. But when you see some reality, you will know: for the traditional enterprise "constitutionalism, improve" this kind of way is only fantasy, the real will come is a subversion and revolution!

What is the reality?

The people fooled the training, first said the crisis will be, and then poured a little tonic, so that some entrepreneurs feel "I have known the internet, has been immune", no one knows whether this is the idea or action.

The information software market is still in accordance with the extremely traditional way, one side is to sell products of the curry, kickbacks, while entrepreneurs with suspicion, do not understand that ERP does not seem to keep up with the trend.

I think in accordance with the modern management of Old Zupeter Drucker's point of view, the information age of the enterprise's key survival capability is the application of modern technology ability! In fact, 99.9% of enterprises do not know the information capacity, because even the consciousness has not, talk about what ability!

One, who is suitable for the O2O

Many enterprises of the Internet road is such: Mister was fooled into a training or exchange, come back immediately decided gets. So the high salary to hire professionals, on the mall, the joy of recruiting. A few months later, found that there is no results, so experts said: products, supply chain, flow, warehousing, logistics, customer service, a lot of theory, a lot of principles. It turns out that the Internet is not as simple as driving on the road, so consider outsourcing or self-built.

But have you ever wondered whether you should choose to be a O2O or a business-to-consumer? Standard products to the right, select the consumer; services to the left, choose O2O. O2O's two core characteristics are: localization, service industry.

In fact, the concept of O2O often make people vague, many people through the bombing of information, will think that is not the O2O, everything is going to be! --WRONG!

If you do is a nationwide sales of clothing products, do not hesitate to do business. If you want to take the operation quickly, you want to build your own.

If you sell a localized brand of soy sauce, you choose O2O. Take the example of Zhenjiang: Zhenjiang vinegar Suitable for the O2O, Danyang sealing cylinder selection.

Second, we must cross the gap of information construction

I have seen the traditional commercial enterprises hit the tens of millions of internet projects have no success. At the end of the project, I always thought it was a matter of personal character for the business decision maker.

In another project, I looked at a very rich management experience and have the Internet transformation will of the boss, facing the most simple technical problems struggle, I understand. Besides intention, also need to learn ability!

In this way, we know: information construction is not spending money, important is the application, than the application is also important is the enterprise decision-makers know how to use the information system layout. Management, marketing, production, need to be integrated through information systems, interlocking.

Third, the establishment based on the large Data customer service system

One of the great charms of O2O is to allow enterprises to increase their marketing capacity by more than 10 times times under the same cost. Imagine you're the cat and mouse cat Tom, your opponent is Meng Jerry, he is in front of you 10 times times the rise of the body what will be the situation? --O2O can let enterprises do!

This is one of the reasons we think that O2O is a revolution, under the original commercial ecology, suddenly there are emerging commercial violence to seize the competitive market, which will bring new ecological rules.

The marketing ability needs the Enterprise Informationization system support, takes the core method to be 2: customer-centric service system, large data analysis.

Fundamentally speaking, O2O Enterprises into a comprehensive marketing complex, with a variety of social marketing services around customers, using data subdivision to dig a greater conversion rate.

Iv. reshaping the Profit model

In the concrete processing Enterprise O2O Transformation Plan, I profoundly realized that O2O's revolution also manifests in the enterprise profit pattern transformation.

From the well-known cases, such as Huang Taigi, carving beef brisket, we can find: Huang Taigi sales are not pancakes fruit, but based on the fruit of a service experience pancake. Whether you like it or not, it is an objective existence.

If you can't accept such a avant-garde project, you can think about the bottom of the ocean. Bottom-trawling is a service experience based on hotpot, is it more concrete?

On the other hand, we must think about one thing: Taobao, Jingdong business income is selling goods or selling ads? This once again broke the traditional thinking of product sales.

What is the profit model? Not sell goods, but sell services, selling service experience!

Through the above four points we recognize how the O2O revolution:

√ Market concept Revolution: thorough customer-centric.

√ Large data revolution: Management digitization, marketing digitization.

√ Information revolution: Information-driven organizational change and process reengineering.

√ The revolution of profit model: from selling products to selling services.

The result of the Revolution is: enterprise efficiency at least 10 times times ascension! (Wen/Ningjie network zhouning Micro-letter public number: ningzhenet)