The future of mobile electricity business is the world of traditional enterprises?

Before going to the point, first tell a story: Once Upon a time, there are two brothers, one is surnamed Guo, a surname Yang. Big Brother, nothing special, called Little Guo Good, and the younger brother is very smart, so Meng a little, called "Lamb." For a variety of reasons, the two people respectively worship the famous teacher. Because the lamb was born intelligent, handsome appearance, won the favor of the foreign sovereign, netting a group of capable and different, great to subvert the whole martial arts may. The lamb is too clever, and has the support of the Rajah, plus the help of the capable person, want to do anything can do. The lamb looked down upon Qinxuekulian, chasing after his eldest brother Guo. Even if the surface is still called eldest brother, but in the mind in fact, he despised can no longer despise. And the Big Brother? Although very stupid, also understand that he did not have the talent, but he did not discouraged, still down-to-earth, that slow in the back chasing his brother. According to the common sense, this eldest brother is no hope than his brother's, but, because he down-to-earth, not impatient, and finally met the more powerful than the lamb of the capable of a different person, became a generation warrior, guarding Xiangyang, become the backbone of the whole central Plains Martial Arts. And the younger brother, because arrogant and impetuous, finally rats, oneself also ended up a dead end. We must see it, Big Brother called Guo, here, we can call him a traditional enterprise. Brother called Kang, we can call it the Internet company. And foreign sovereign, we can call it capital hot money. There are so many people, and we call them the way to harness the Internet. The background of this story is the potence era of mobile internet power providers. I am not only talking about Jin Yong's "Shooting carving hero biography", but also the future mobile Internet story. Yes, my point is that in the future mobile internet era, especially in the vertical electric business industry, internet companies will lose to the traditional enterprises. In the traditional industries mentioned here, is not the concept has been closed to the pure traditional enterprises, but from the traditional industry started, in the mobile internet era, with a humble mentality to learn the internet thinking, from the line began to extend to the line of traditional enterprises, the reason is to use the "extension" rather than with the transformation, Because the traditional enterprise does not exist the Internet transformation one says. I'll explain the details later. So, why do I say that the future of mobile electricity business is the world of traditional enterprises? First, internet companies on the online to override the traditional enterprise of the ability to become a weakening according to the data available online, the 2014-year double 11-day Cat single shop TOP10 and 2013-year double 11-day Cat Single shop TOP10 comparative Analysis, The author found that in addition to half of the old face, the other noteworthy phenomenon is that, in addition to millet, Yin, Han are the few pure Internet brands, others are traditional offline brands. For example, in the case of a food electric trader, in the top three, 2006, a good shop in the mobile Internet in the performance of the tide, can be a typical representative, only two 21 days, its cat flagship store to 35.9 million of the sales to the National Food category sales third, the increase is 10 times times last year, become the whole foodProduct vertical electrical Business industry leader in the brand. This is enough to prove that after nearly two years of exploration and adaptation, the traditional industry to catch up with the internet company's footsteps began to accelerate, in some vertical industry has gradually been leading position. Pure Internet companies in the past one night after the outbreak, began to gradually quiet, where the guests are representative of the representative. And the traditional enterprise's leading advantage in the near future, the inevitable will be more obvious. Speaking of the contrast between traditional companies and internet companies, we have to mention Lei and Mingzhu. Last year, the uproar of millet and gree gamble, almost all the Internet insiders are not optimistic about gree, the Internet origin of the millet advantage is very obvious, may continue to expand in the future. In fact, Lei is familiar with the Internet marketing, this can only be regarded as millet use the Internet experience to manufacture the topic of marketing, Millet is a very typical internet company, and is one of the most successful, almost a ride dust, do not have the ability to replicate. So its gambling is not representative. After all, most pure internet companies are not millet, and many traditional enterprises are almost the industry's gree. Mingzhu There is a point of view the author very much agree that the Cross-border gambling, two companies do not have a common, with millet has a common, is Huawei, why lei not with Huawei? Huawei had long ago stated that it was not an internet company. Second, the traditional vertical enterprises have been forced to transform the internet company is a pseudo proposition then, in the Internet wave, many enterprises are transforming the Internet companies, want to flap, let the world all know oneself is an internet company, why Huawei will show disdain it? have to say, The move reflects Huawei's high level of the Internet and its own sober understanding: The Internet is only one of its extension channels, not all, a business, the line is like the left leg, the line is like a right leg, always can not because of the right leg, they think of themselves as a straight leg? Walking on both legs is the right path. Some people put all the traditional business extension to the Internet is called the Reverse force transformation, it is too much of the internet, or ulterior motives. The so-called forced traditional enterprises, just because the line is not good, so give up the offline business, online business Restart the enterprise. And the mode of walking on the legs is the mainstream of the future development of mobile electric business, which is what we call O2O. In the mobile internet age, O2O has become a common understanding of the deep integration into offline life. All businesses have come to realize that the past mobile internet has not, as it is now, affected the offline consumption of local life at all times. Therefore, local consumption has become the inevitable end of all enterprises. The reason why the traditional enterprises were "forced" to start exerting their power on the Internet and enter the O2O mode is that they are fully aware that the combination of the Internet and the online advantage will explode more energy. But because now the traditional industry has just opened up online market, internet companies have mastered a certain amount of resources, it will appear to sing the traditional enterprises, the traditional enterprises to develop online channels known as forced transformation of the argument. ThreeInternet companies pay too much attention to online dominance, which leads to the weakness of Internet companies, which have advantages over traditional industries, and have no advantage over internet channels. But the internet gene is not omnipotent in reality. Pure Internet company's short board is the offline transformation ability is weak, wants to put the line the thing to move below the line, very difficult. Because offline business expansion, for internet companies, the cost is far higher than online, so many internet companies only to do online marketing, on the one hand is on the line of convenience, on the other hand, because the cost of investment is much higher than online input. As mobile internet O2O gradually become the mainstream trend, internet companies want to continue to profit, will have to extend from the line to the offline, and so far, the Internet company offline business has been very few success. and the traditional industry, the basic can move to the line of the category have moved to the Internet. Clothing has accounted for 17% of the total retail sales, and 3C products accounted for 15%. This category of food also accounts for about 1% of the total social retail sales. The advent of the 020 era, appears to be offline layout is particularly critical. Traditional food industry origin of good goods shop, the current line has more than 1400 stores, has long been due to congenital advantages of the completion of the offline layout, showing a strong ability to control the line under the channel, so its customers will be more than the general Internet electric power to burn the way the money is much lower. As early as 2012 good goods shop to nuts, meat products as the starting point to enter the electricity market, in the beginning of last year with Alipay cooperation, with the rapid development of mobile Internet, mobile end of the payment will bring a new round of development opportunities for traditional enterprises. As we all know, online product marketing, in addition to their own natural advantages of products, good goods shop this traditional enterprise-born electric dealers, all kinds of online marketing means has begun exerting force, this has to make people on the traditional companies can not control the Internet argument. With its recently held activities as an example, using a smile test for creative points, combined with the current internet marketing the most red red envelopes, this is the Internet company's play. Good goods shop all kinds of behavior self-evident: try the whole channel operation, achieve online and offline fusion. With the gradual expansion of the Internet market share, further improve the supply chain system and integrate the resource advantages of the industrial chain, its O2O advantage will become more obvious. Four, the traditional enterprise is facing the "murder" hidden in the back of the vitality of the traditional enterprises are currently facing the main problem is how to control the Internet, this will be a very painful transformation process, will be accompanied by the channel, flattening the pain. But the road is bumpy, the future is bright, as long as grasp the direction, playing the Internet, weakening the internet company's space, time advantage, traditional enterprises will quickly and internet companies to keep abreast of the online. At the same time, combined with offline channels, strengthen the experience of the line under the advantage of easy to complete the curve overtaking. On the other hand, the foundation of Internet companies and traditional enterprises is far from the past year, the internet company's impetuous wind intensified, leading to a lot of conceptualized products are infinitely magnified, Thunder capital influx of money to catalyze a lot of bubbles, almost reached a criticalPoint, has been exposed to the extreme and decline of the elephant. So in the coming year, with the bursting of the bubble, will determine the survival of the Internet company, and the traditional enterprise because of the health of the capital chain, not by the negative impact of capital operations, this will be a once-in-a-lifetime traditional enterprises to attack the Internet company's opportunity to grasp the future of the mobile O2O era, will be their world. So, the so-called internet companies, who are proud of the Internet, do not feel good about themselves, and the danger is approaching in the New Year!