The four of the traditional enterprises ' development of electricity quotient

(This article is published in the world of IT manager, 7th April 2014)

Electric business development momentum is booming, but the vast majority of traditional enterprises in the road of the electric business is difficult, development is very limited. We see that the traditional channels to do the electric business is generally online on the establishment of a cat, such as the days of the mall, and the production of enterprises to do most of the 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.

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. How should the traditional enterprise develop the electric business?

To answer this question, we may need to first understand why the traditional enterprises to do the electricity business. Why do traditional enterprises have to be electric dealers? I do not know how many traditional enterprises in the electric business before, seriously thinking about this problem. We see that the vast majority of traditional enterprises to do electricity, 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.

In view of this, I put forward in practice the traditional enterprise to develop the four basic principles of electricity quotient: a fundamental purpose; a core business; an organizational change; a lasting war. Only by complying with these four basic principles can the traditional enterprises develop the electric quotient effectively and integrate the electric business development into the strategic track of the enterprise development.

A fundamental purpose: the development of electric business is to enhance the core competitiveness of enterprises.

We think of the development of the Internet as a traditional business environment and management tools change. 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.

In the 2013-year double 11 Eve, a traditional home channel was combined to boycott the O2O behavior of the cat. We know that the existence of the Internet has changed the way consumers search for information about home goods, they get more real and effective information through the Internet, and more and more people start to search and buy household goods through the Internet. 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. Traditional home channels need to develop the electricity business, because the consumer behavior and habits of household consumers began to change.

However, how should the traditional home channel develop the electricity business? Most home channels have chosen to build a line with the offline channel "dual track" of the online mall. Of course the result basically failed. I do not analyze the reasons for failure, just want to ask such a question: This line on the "two-track" mall can help offline shopping malls to resist the next O2O attack from the cat?

This question, relates to the traditional enterprise electric business development goal is what. We say that the development of the electricity business is not an end in itself but a means to develop the electrical business 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.

Obviously, the "dual-track" Can not achieve the basic purpose of the development of the above electric business. The practice of "dual track" in the early development of Suning electric business has proved that the development of the online shopping mall adopted by the traditional market is based on the interests of the 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.

A core business: the development of electric business must promote the enterprise's core business of electricity.

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 electricity 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.

For the traditional shopping malls, offline shopping malls operating is its core business, so its electrical business development direction is the Mall of electricity, so that the market has the ability to resist the power of online dealers attack. "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 independently develop electricity business? Of course. 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.

An organizational change: to build an integrated business system on line

According to the first two basic principles, the traditional enterprise electric business development is around the core business of the enterprise, to build line under the Integrated enterprise Management system.

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". We must pay attention to, O2O is only the line under the link under the general designation, often is a specific business process to reflect.

However, 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.

It is worth noting that the "two-track" also has two O, one line on the line. But these two o belong to two different business processes, so they do not constitute "O2O" together.

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.

A lasting war: The electric quotient evolves, survival of the fittest.

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.

The fact is that the companies that live and live well on the internet are hardly winning at speed.

Moreover, for the 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 through the development of electric quotient gene? How long does it take to evolve? The four basic principles discussed in this paper are the ideas that should be followed in the development of traditional enterprises ' electric business.

Tang people, home electric business practitioners and explorers, focused on the traditional household enterprises in the development of electric business strategy and implementation. More articles, please Baidu "Chinatown home Electric Dealer."