Traditional electric operators "will die"

Absrtact: Once the Shangje word of the generation of operation recently aroused hot debate, this is due to a professional body recently launched a survey concluded: 60% Sellers said that the operation is not far from death. On the one hand, more and more traditional enterprises net into the field of electric business, market demand is increasing rapidly

Once the "Shangje" of the word "on behalf of the operation" recently aroused hot debate, this is due to a professional body recently launched a survey concluded: "60% Sellers said the operation is not far from death." "On the one hand, more and more traditional enterprises" net "into the field of electricity, the market demand for rapid growth, on the one hand, familiar with the business of the brand constantly" single fly ", coupled with the carrier industry itself" lost ", the electric business on behalf of the operating industry is becoming" silent spiral

"China Business newspaper," the reporter found through an interview, "on behalf of the operation" the cause of the heat rekindle is the surge of mobile waves, based on cloud computing and large data mining technology is to promote a comprehensive upgrade of the industry, including network marketing, IT system construction and supply chain integration, and other integrated services transformation, Simple generation operation in the mobile era has been unable to survive, and thus triggered a 2014 years of drastic changes in the industry, so this year also known as the "Shuffle year."

Growth not up to expectations

On behalf of operations has been a slightly embarrassing business.

Billion power network recently done a survey shows: 60% Sellers believe that the operator will die; another 40% of the voters think, "on behalf of the death theory" although slightly exaggerated, but gradually to extinction is only a matter of time, belong to the commercial law. Because "Solo" has been on behalf of the operation of the company's heart. Even in the past high growth stage, the operator has never relaxed vigilance, "for others to raise children," the awkward mentality of the dilemma.

The term "high growth in the past" always gives the impression that the industry is dying, but it is not. According to statistics, the electric business market share has reached tens of billions of dollars, almost 300% annual increase in high-speed growth. But judging by the experience of practitioners, growth is still far from expected. Billion State power network survey shows that nearly 60% have not yet tried to "ban fruit" of the traditional brand of the operation has a clear demand, 22.2% of the special category more need to professional operators to assist. "There will always be" weaning ", but there will be a lot of demand, especially for some special categories, as well as international brands trying to get into China with low-cost power channels. "A generation of operators said.

After 2012 years of that round of industry reshuffle, currently in the third party service market still has two thousand or three thousand generation of operating business enterprises, but these enterprises are mostly concentrated in the low-end service areas, high-end services have been difficult to find. Because this industry entry threshold is very low, pull up 35 people can set up a company, external launch on behalf of the operation of business, competition naturally very intense. In order to make money, some operators frantically to low prices to find customers but do not pay attention to service quality, and some operators in the category beyond their own expertise to take orders hastily, resulting in waste of resources and greater vicious competition.

The survey said that in the operation of the industry exposed many problems, which have no intention to fulfill the contract commitment, habit of doing Shang behavior, is the most business-hating. In addition, too low price impact on sales, damage brand wings, through promotional fraud and other acts are also on behalf of the operation of the industry for many years of accumulation of "quirks", but also to the industry reputation caused by a blow. Ruijin Lin co-founder Anshui has repeatedly said to the media, the operating industry will shuffle in 2014, the survival of the large companies not more than 10.

The current generation of operating industry pattern is that the market share of the first place, since the acceptance of Alibaba investment has been committed to serve the cat platform on the business. In the second place is Ruijin, while other service providers have a similar market share.

Mobile demand urges industry upgrades

Reporter through the interview found that the entire generation of operating industry has suddenly become the focus of controversy, because the typical generation of operating services has been unable to meet the mobile shopping era brand demand for service providers, the entire industry needs to upgrade.

PC Shopping era, the generation of operation is to purchase traffic, and then the flow into the purchase rate, the business is relatively simple and controllable. But in the mobile shopping era, the operation of the business complex, "small screen" emphasis on fragmentation, diversification of the import, flow is no longer a determinant, but to emphasize how to create content and disseminate content to maintain real-time and smooth communication with consumers. Ji Sanyong, vice president of Shanghai's Business school, gave a reporter an example there is an Italian brand, formerly in the PC shopping era to promote the main emphasis is the price, and now, the brand does not mention prices, just in their own mobile channels to promote brand, historical change, emotional appeal, and even introduce the Italian landscape and culture, And the content of these communications successfully attracted a group of interested in the brand, willing to buy or even actively disseminate the brand of consumers, and the brand into China for 7 years, but also finally in the mobile tide of salted fish, realize the profit.

It can be seen that the singing decline on behalf of the operation industry is not looking at the decline of the operating business, but the hope that the operation of the industry to quickly upgrade, by the original single agent operation and sales model become more solid, especially in the network marketing, IT system construction and supply chain integration to play the professional Third-party service For traditional enterprises, it system also gradually from independent operation to the Internet, front-end to connect consumers, backend connection CRM and other management systems. These are the new requirements of the environment change to the enterprise and the service provider.

Anshui said, it is to see O2O and large data on line under the integration of the ability of the requirements, since 2013, Ruijin began to emphasize from the carrier to E-commerce integration service providers, and from the 4A advertising companies and public relations companies to dig people, from advertising marketing to start, carry out the marketing of electric business, online line under the data integration, mining , trying to become a big data service company. Because whether in the PC shopping era, or in the mobile shopping era, as long as the grasp of consumer demand, and through the appropriate channel to the smooth delivery of their products to meet the needs of consumers, is always a successful begotten. At present, the powerful function of cloud computing and the ability of enterprise to excavate large data provide the technical basis for the integration of this line.

Ji Sanyong also believes that the mobile shopping era for the third party services to provide new requirements, in addition to the former dealers in the transformation of the generation of operators, as well as specialized in operating agents and sales of the typical generation of operators, there are more engaged in marketing, planning, public relations services to the company into the field of service providers to their own in the brand spread, Marketing planning expertise to win a lot of orders, which in turn also prompted the first two types of traditional operators operating services to accelerate the transformation of service providers, otherwise it will only be eliminated.

Reporter observation: The problem is in the brand business

On behalf of operating services enterprises mixed, do Shang, do not honor the signing of the promise of the phenomenon has occurred, and low price showmanship, beyond their ability to take orders and other phenomena is to aggravate the brand's distrust of this group, and all of this is the underlying problem is the operation of the operating industry has no uniform standards, it is difficult to assess.

Previously, the decision to determine whether a running company is functioning normally depends on the renewal rate rather than on the volume. Although the industry does not have a unified standard, but the low renewal rate of enterprises are often unable to carry out business commitments to the guaranteed sales.

In fact, as each industry has its own understanding of the O2O, as a service provider, its evaluation criteria for the right to determine the brand in fact. Brand should be clear first, the purpose of their own operators to find what is to sell, to high-quality consumers, to brand communication, or online distribution channels? Only by clarifying their own purpose, can we find the service provider according to the demand, and evaluate whether the services are in line with their own requirements and expectations. The most frightening is that the brand does not know what they want, just follow the O2O, or to reduce costs and find service providers to do the operation, the result of the effect of the service there is no standard can not assess, the final dissatisfaction is doomed.

Brand to choose a Third-party service provider, the most afraid of the parrot. For example, the hottest O2O, many companies are often "how many days to fix how many fans to produce how many sales" misleading. Many companies are looking to O2O for sales growth, and if they don't sell for a while, they start blaming or questioning what they're doing. In fact, do not pay attention to sales, but the focus on online users and the growth of a single quantity of services as a success indicator. There is a traditional service enterprise, originally all business comes from offline. The purpose of the O2O project is clear: to occupy the online channel, if the user wants the on-line list, especially young consumers, can also meet their needs, let them know that the old brand in the new channel is also convenient and quick. Therefore, they choose the service provider is very clear, and very patiently put online channels into the original system.

Now there are third-party service providers to launch a distribution on behalf of the operation of the business is very hot, the business is facing the customer is very accurate, that is, those who have good goods, but no brand of enterprises, such as the former foreign trade processing enterprises. Distribution on behalf of the operating business has a strong coverage of the entire network of the entire channel product sales capacity, whether the terminal is Taobao shop, Pat Shop, or micro-letter store, as long as there is supply, you can quickly distribution through the network. This also shows that the current service providers more and more professional, good at the field is more and more refined, brand only in a number of complex service providers to choose the best match with their business, will be the most appropriate.