Traditional is the industry, as long as people do not for the traditional bondage, there is imagination space

The so-called traditional enterprises, the traditional is the industry, as long as people do not for the traditional bondage, there is imagination space.

Traditional enterprise "electric shock" is the trend, unrequited love the internet has not yet borne fruit, and ushered in the tide of mobile internet, hard to catch the process of fission two kinds of extreme mentality: blind self-confidence and extreme inferiority, this is the traditional enterprise electric injury at the beginning.

A few days ago heard Ali group chief of staff Zeng to the traditional enterprise mentality of interpretation, feeling vivid: the traditional enterprise to the electric quotient chase despise, and then is not understand, then is unable to keep up, finally is unable to block. So there is a big guy 50 million stake in the east after the rejection, vowed to throw 500 million copy a Beijing-east joke, MA has also said, the traditional enterprise transformation, the most difficult to give up is not a vested interest, but the past success of the gene, the more successful enterprises the more so.

On the surface, most traditional enterprises are not afraid of electric shock, the top 500 brands in the United States, 205 are pure electricity quotient, accounting for about 41% of the total, the remaining 59% are traditional enterprise's online platform, the two surfaces are evenly divided. Most traditional companies ' online platforms are more like transparent windows, the role is to show the management of the new spirit of the times, does not mean that the main business platform of the strategic migration, online operations in any case efforts, in the system is always subordinate status, but not for the entire supply chain control and discourse rights.

Most traditional enterprises adhere to such a logic: I have a large scale entities, and have many years of operating channels, the transformation of the electricity business is easy, according to such logic, in Suning and Gome before, 3C started the Jingdong must have no chance, Ctrip will not have more than the National Brigade of OTA gene, The fatal focus of this inertia thinking lies in the fact that success, far from being a booster, hinders an open mind. Often people, the traditional enterprises to do electricity, 10 in charge of 9 are bitter force, because they have been the boss positioning in the icing on the cake, rather than timely.

The traditional enterprise Internet road is full of thorns, carrying the entity's burden of blood puzzle, the need to clone not only the Internet gene, but also adhere to three disciplines, eight attention, million not trek, from the chaos.

One of the three disciplines: trust but not superstition platform

The choice platform is the Tiantiao of the traditional enterprise's electric business reengineering, often the big boss of the traditional business has matured to the company, Business-to-business platform, this is overkill, Taobao can be bitter forcing the youth of the Korean clothing homes to hit the listed companies, but also to gallop the traditional brand for many years to become gold wage earners, the value of the platform is diversion, Not at the expense of the brand.

For the traditional enterprise, its own platform and channel platform is the only way to diversify, neither belittle nor arrogant, thinking that burning money can be smashed out of an Taobao or Beijing east.

The third discipline of the second: marketing has the moral integrity!

The electrical business started, the bottom is the technology, the appearance is the marketing. Revenue to ascend, moral ground, visual is the general rhythm of electricity, which the creativity, determination and courage often let traditional enterprises envy desperate. Usually participate in activities, often heard of the traditional enterprise of the boss was marketing big God false rise, Hao said to the risk, to a position.

To this kind of passion's statement I unavoidably some Fei, you can put down the past proud jiao is very good, but the lower limit is easy to break, the moral integrity is difficult to seek. The traditional enterprise has the brand, has the customer, has the channel, the marketing must be in one's own way, the self-reliance, cannot Shine, this is like erects difficulty, requests others to masturbate the tube, although the blood is Ben Zhang, but finally certainly cannot shoot out.

Three major disciplines: large data integration

Big data is bad Street, any enterprise has data, but if the data only exists in the report, and other hindsight, this is not a big data in the internet age. Real-time, online data can reflect the user's behavior characteristics, consumer attributes to complete the user portrait, the user's behavior for the online system contributed to the data, and the system can provide users with filtered valuable information, this completes the data interaction closed loop, this is the future of all precision Marketing Foundation.

Any data that cannot be recorded and collected in two directions and cannot be interactively and mutually beneficial is not a large data in real sense.

In addition to the three disciplines, traditional companies have eight more attention:

1, the top design stability in the change, avoid flashy

One into the electricity business deep like the sea, too many of the term, too many new play, charging, unavoidably born a fear of the heart, unavoidably confused about the future, this is the traditional enterprise when the common mentality of the electrical business, but introspection, but also remember that the Internet just provides a methodology, a means or an opportunity, There is still no one more than you know their industry, secondary school for the body, Western learning for use, always true, pure copy, deliberate compromise, can only backfire.

2, the user experience is not the wording

For their own electric business platform, the bosses of traditional companies must be pampering, but they are more sensitive to background business data than front-end marketing data, so the user experience in their brains is not a concept like hot-work, funnel-chart, or a data dimension like CPC, CPS, CTR, ROI, Focus may be more focused on such as the UI, copywriting, and other perceptual visual level, to a person's likes and dislikes, to deduce the UE law, this is a dangerous tendency.

Traditional enterprise ued in charge of electric business, to stubborn to the degree of paranoia, to be strong neck order, when Wei Zheng, to contend for the right to speak, do not FEI, to have the courage of Shang really remonstrance: You are the CEO, not the language teacher!

3, not blindly follow the flow, only the cost of actuarial

Electricity dealers have the flow of hunger and thirst, the whole category of electrical business, especially, flow is the foundation of the business model, which is also their magic weapon in the capital market, but for the traditional enterprises, the flow should not be no root of the water, and its China, not as good as the first attack line under the customer's import, Pui-Guyuan, and then figure ahead.

The flow cost has the high and low score, large electric dealers will the general public of the basic necessities of the sweep, the surface waste of the flow of the day to return to transformation, the traditional enterprises if the flow of people, in the absence of data monitoring and tracking system, it is easy to lose control of the CPC and CPS, not to mention the network marketing gimmick renovation, Electric business is also in constant learning, the traditional enterprise if regardless of the cost of the pursuit of flow, the risk of eating crabs is too high.

4. Fire prevention and anti-theft expert

Success is the wine, people intoxicated, but also bee, the traditional enterprises to be the first to haunt the electric dealers must be experts. Marketing experts will talk about social media tiantiao, precision marketing companies to share the directional mechanism of DSP, SEM and SEO services to tell you the similarities and differences in their eyes, the brainwashing will be imperceptible, never-ending.

Innovation is a good thing, but the first is self-study, followed by hear, do not let people take your head as a trash can.

5, not impulsive, not less than the day

Traditional enterprises are characterized by slow decision-making, fast implementation, the bosses of the battle, quite able to prepare for a rainy day, they will have hesitation between the gains and losses, and once the decision, they will go forward, is the so-called invasion of the fire, not moving like a mountain.

But the recent common traditional enterprise boss can't bear loneliness, often with the electric business big man to do the century gamble, want to divide a win and lose, the surface is impassioned, high-spirited, in fact already Huang in. Electric business to hype up, topic marketing, event marketing familiar, thick black and sensational fan son can play to the heart, the results of the egg pain, still in the capital market. They believe that the world martial arts only quickly do not break, they are willing to gamble, bet, love gambling, gambling for pleasure, addicted to gambling, they have not bet first win.

In a wave of cloud lumpy, the traditional enterprises in particular, the need for static, not the benefit of the tongue, not to do the dispute, concentrate on their well-known industry and system bold innovation, is the king.

6. No side, no selection

Now that the Internet is in the oligarch era, increasingly brutal competition, resources, flow and the concentration of the platform has become more and more high, clearly showing the characteristics of the camp, mobile Internet from the collage to fight the scene, and the online has accumulated enough user base of the traditional enterprise natural is the primary goal, this is the timing, but also the crisis.

You may have to be in a position to have to choose the side of embarrassment, but remember, this is the right of the end user, the traditional enterprises do not have to because petty will be tied to others in the chariot, to achieve maximum benefits.

7. Be alert to the parity mode

Parity is the core of the electric quotient magic, it has an extraordinary significance to the electric business, on the one hand, accelerate the user's consumption habits of the transfer and solidification, while improving the platform of the ecosystem, although occasionally enterprises to be forced to participate in electric sales and price wars and Senqui, but most of the traditional enterprises in the electric business platform in deep competition and enjoy.

There are always pros and cons in everything, for the market segments have been sufficient size and status of the traditional enterprises, to join the price platform is likely to divert the brand advantage and customer resources, must be cautious, and the second, old, old four no such concern, parity just provides an opportunity, regardless of success or failure is worth a try.

8, do not be good to seek to become, the matter and fear

The Internet and mobile Internet brings opportunities, but also create traps, the traditional enterprises to heed good advice, but to resourcefulness, must not learn Yuan Shao, to seek and become, pro thing and fear. Jobs also have failures, and traditional companies don't have to be fearful of decision making, not to mention past successes as a burden of decision making.