The transformation of the traditional enterprise electric business: From the top level to the "troika"

"The competition between enterprises today is not the competition of products, but the competition of business models," said Peter Drucker, the father of modern management in the Silicon Valley network. "High technology is a minor relative to the business model," he said. In the process of running a business, business model is more important than high technology, because the former is a prerequisite for enterprises to be able to stand.

Transition upgrade Thrusters

The traditional business model of the enterprise is mainly under the line sales, and its long-term accumulation of stable channels, customer resources and supply chain management ability and other factors together shape the enterprise's own mature business model. This model has brought considerable benefits to the business for a long time. However, with E-commerce as the representative of the rise of the internet economy, it is obvious that the phrase "either e-commerce, or no business," the argument is increasingly confirmed by the market. Dell Services research on the electric business industry clearly points out that today's enterprises in all walks of life in China urgently need to pursue new growth points through transformation and transformation. In fact, traditional enterprises have experienced the process of "not seeing", "Looking Down", "not Understanding", "Learning not", and then "blocking".

At present, the volume of electricity quotient is increasing rapidly with double-digit growth rate, and the proportion of GDP is increasing every year. New electric business enterprises and traditional enterprises have "electric shock to the Internet." China E-commerce Research Center data show that in 2012, China's online shopping market total trade breakthrough of 1.3 trillion yuan, accounting for social consumer goods retail total proportion of more than 6.3%, the electrical business has begun to change the pattern of retail industry. Recently, China's E-commerce conference released the latest data show that 2012 China's e-commerce turnover amounted to 8.1 trillion yuan, the growth rate of about 4.1 times times the GDP growth rate. Among them, the online retail market growth rate of about 4.7 times times the total retail sales of consumer goods in the same period. E-commerce service has played an increasingly important role in innovating economic model, promoting the transformation of development mode and increasing social employment. "Li Jinchi, director of the Department of Commerce and Information technology, said.

In the retail, manufacturing, financial and other major representative industries, the enterprise "electric shock" trend in recent years more and more obvious. 2012, the retail giant Jingdong and Suning series "price war" aroused great concern. 2013 is the starting point for electric dealers to change the pattern of China's retailing industry. In the manufacturing industry, the complex economic situation is bringing a huge impact on the traditional business behavior, the rapid development of enterprises rely on the population, globalization, system and other dividends are gradually lost, the urgent need to find a focus on customer service depth of the new business model. In the financial sector, on the one hand, the retail-oriented internet companies to close to the financial industry, on the other hand, the financial industry is also acutely aware of the Internet gene challenges and opportunities. 2013, six months of the China Construction Bank E-commerce Financial Services platform "good business" officially launched. In addition, in the telecommunications, automotive, tourism, real estate and other industries, traditional enterprises are looking for opportunities, hope that the use of electricity and new Internet technology to drive its internal business model transformation and transformation and upgrading.

Enterprise Electric Business Three carriages

From the development cycle of technology, E-commerce has experienced the initial stage of import. In essence, the electrical business process electronic, digital, greatly reducing the human and material output costs. Similarly, the electric business also provides the consumer the more convenient purchase environment, causes the merchant and the consumer to communicate more directly. For a traditional enterprise with a long line of successful experience and a strong capital, there are three important elements in the process of electric business, which can also be regarded as the three-horse carriage of the traditional enterprise, the enterprise needs to be aware of these three elements: first, the network is an indispensable sales channel. Second, the electric business is the extension of the network advertisement and undertake. Third, more direct communication with users is an important advantage of the electronic business platform.

From brand to product to promotional activities in the Trinity of the mode of operation, can effectively help enterprises expand sales scale. In addition to the direct impact on sales revenue, the Electronic business platform is the carrier and important hand of the enterprise Internet precision marketing activities. Through the Electronic Business platform, enterprises can make the brand more quickly find the target audience. At the same time, through the on-line feedback mechanism, the enterprise may adjust the brand product and the marketing strategy in time, formulate the brand route which caters to the audience demand. Compared to offline platform, the Internet makes the advantages of direct communication between the brand and the user self-evident.

With the traditional enterprise "electric shock" behavior more and more common, for enterprises, traditional channels and network channels are also full of competition and conflict. How do you deal with the relationship between the two? Beijing Pelican Information Consulting Co., Ltd. General manager 邢焱 said that the electronic channels and traditional channels is not who to replace the problem, but how to position and cooperate with the problem. Now many enterprises in the traditional channel of electronic business failure, leading to the root cause of the loss of channel is not to find their own positioning, enterprises must have a clear understanding. First, "electricity" is necessary. Second, the enterprise's electric business strategy needs long-term planning, the electric business and traditional channels of their respective positioning clear, rather than swarm directly to the electricity quotient, to traditional channels directly bring pressure.

"Compared with the traditional channels, the electric business is a kind of marketing involved in all aspects of the traditional marketing methods and different practices." "For example, logistics is the most important part of the business," said Zhao Zinning, managing director for it strategic planning at Dell Services. For enterprises, logistics and distribution is a key link in the user experience. The characteristics of node dispersion and wide coverage result in the different demand of electric dealer and traditional channel distribution, and also put forward new requirements for the construction of warehouse logistics system of enterprises. "The author once had such experience, in the domestic well-known electric Shangping stage to single batches, to different goods orders, the result is a batch received a different package." It can be seen from orders, warehousing to logistics, the Electronic business platform should not only be the exchange of data and the implementation of the transaction process, information integration, cross-platform collaboration ability to enhance the user experience and transaction efficiency is also critical.

Electronic business as an internet perspective

In the final analysis, how does the enterprise do the electric business? Zhao Zinning that the need for companies to have DNA and traditional business model is completely different, enterprises need to use the Internet perspective to do the electricity business, rather than the traditional perspective. "At the strategic level, enterprises need to define their own positioning, the electrical business in the future development of the position of the enterprise." On this basis, then consider the development model of the electric business, promotion mode and other follow-up issues. "Zhao Zinning said. After defining the position of the electric quotient in the strategic level of the enterprise, the problems of the whole operation system of the enterprise, such as the design, front and back matching, internal resource integration, business partnership, supply chain optimization and management, have surfaced. The operation mode involves the design of the whole product and service, the key business process design, the organization structure design, the manpower demand design (including the whole performance system) and so on.

"Dual-line Business (line online) means that enterprises need to develop a good pricing strategy, the use of a reasonable warehousing logistics system, specific financial settlement and promotion model, can support and timely response to the new business rules of the operating system. These aspects are complementary and indispensable. "The business enterprise needs to have four basic business capabilities such as online marketing customer service, product and service sales, order Processing and warehousing, internal management and external collaboration," said Yang Ninong, managing director of the Dell Service's strategic planning and implementation of the electric business. At the same time, enterprises must take into account the logistics and financial transactions in the possible reverse behavior (return, refund and other acts). "We can see that, on the one hand, the enterprise business model transformation has brought the opportunity, its natural internet gene also means that the enterprise must start from the top design from the perspective of the Internet, from the business function realization and user experience from the perspective of all-round meet customer needs."

When it comes to the electric business platform, the information platform behind its operation is naturally a topic of avoidance. "For the information system of electric business platform, stability and performance are the real foothold of this." "Zhao Zinning that the information system should be designed to take into account the 7x24-hour online, response fluency, user experience consistency and so on to retain customers." It is clearly the focus of the electrical business and the core, the enterprise needs for the electrical business planning and matching a set of mature, flexible and scalable IT systems. ”

Links: The six challenges faced by electronic business in enterprises

The natural internet gene of electric quotient is a factor that must be considered in the process of "electric shock" of traditional enterprises. Dell Services believes that in the process of traditional business model transformation, the electric business in the following six aspects of the challenges and new requirements:

First, the new demand for marketing capabilities. It is necessary to improve customer viscosity and understand customer's behavior deeply.

Second, the new demand of logistics distribution capacity. The construction and integration of logistics system is the key point of the electric business.

Thirdly, the complexity of logistics distribution mode. E-commerce brings the challenge of reverse logistics.

Four, appropriate multi-channel strategy. How to avoid competition and conflict between network and traditional channels?

Five, the line under the integration. How to effectively integrate resources and create business linkage?

The new requirement of it construction and operation. E-commerce brings different it requirements.