The future of the vertical electric business industry, internet companies will be "upset" traditional enterprises defeated?

The future of the vertical electric business industry, internet companies will be "upset" traditional enterprises defeated?
Before going to the point, tell a story first:

Once upon a time, there were two brothers, one was Guo, and the other was yang. Big Brother, nothing special, called Little Guo Good, and the younger brother is very clever, 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 are weakening their ability to become more than traditional companies online

According to the data available on the Internet, 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, another noteworthy phenomenon is that, in addition to Millet, the Mann, Han clothing homes of these several 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 of the National Food category sales third, the increase was 10 times times last year, Become the whole food vertical electric business industry leader 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 were forced to transform the internet company is a pseudo proposition

So, in the Internet wave, many enterprises are transforming the Internet companies, anxious to flap, so that the world knows that they are internet companies, why Huawei will disdain it? It has to be said that the move reflects Huawei's high-level awareness of the Internet and itself: the Internet is only one of the channels of its extension, not all of it, An enterprise, under the line is like the left leg, the line is like the right leg, can not because have a right leg, you think of yourself as a leg? 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.

The mode of walking two 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.

Third, internet companies pay too much attention to the advantages of online, which leads to the weak line of the current link

The advantages of Internet companies over traditional industries are no more than the advantages of 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 O2O era, it appears that the line 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 enterprises are facing the "murder" hidden in the life of the comeback

The main problem that the traditional enterprise faces at present is how to harness the Internet, this will be a very painful transformation process, will accompany to go to the channel, the painful of flattening. 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 company is far from the traditional enterprise, in the year of last year, the impetuous wind of the Internet company intensified, resulting in a lot of conceptualized products are infinitely magnified, the huge influx of funds to catalyze a lot of bubbles, almost reached a tipping point, 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!