Traffic is traditional internet thinking, traffic is really important, but more important than traffic is the brand

This April, Suning vice Chairman Weimin said, "Traffic is the traditional internet thinking, traffic is really important, but more important than traffic is the brand." If the enterprise really back to customer management and brand management, this may be the future flow of the ultimate destination of traffic. ”

Su Ning is reconsidering the flow, the scale-oriented Internet strategy, so we can see that the capital has rich experience in the original PPLive CEO Tao was replaced in Lenovo responsible for the hardware Lu Yan.

But on the other hand, in fact, Suning is still in sales or flow of the method of operation, in the upcoming 5 anniversary of Suning easy to buy, Suning launched the "Strongest color TV month."

This 5-year time is the most painful since the establishment of Suning 5 years, under the Internet Tide Press, the Big Mac had to choose a broken wrist, embrace the internet.

However, Su Ning still does not know how to go, like similar activities appear meaningless.

First of all, in the past few years, the price war between the electric dealers has already been "price" dividend overdraft, consumer sensitivity to the price is already not so high. And, in the end there is no real price "dividend" still doubt, the traditional model of the product almost no price dividend, big hit advertising model doomed the product has insurmountable brand premium will not be cut off, then consumers will not really enjoy the price dividend.

Take a chestnut: In recent years, Sony, Toshiba, Panasonic and other Japanese giants are struggling, they can be said to be the representative of traditional goods, a variety of outdoor advertising times large, the television on the appearance of a variety of "golden" glittering spokesperson.

But the product does not sell out is not sold, before the domestic users of Japan or the European and American brands have a natural beauty, this beauty is caused by asymmetric information.

Even though foreign brands do have an edge, these advantages are not enough to build such a huge price gap. Their prices are being hijacked by huge advertising and brand fees. These costs are destined for consumers to pay.

But the future of the hardware will be the era of cost pricing, 360 chairman Zhou has had a very famous speech, not to repeat.

If your product does not do the same as Apple, then save it, Apple is already out of the traditional hardware level, he has risen to install the ranks of x artifacts.

But Sony and other products now clearly do not have such an advantage.

Second, the concept of consumers is slowly taking place in a fundamental change, from product-oriented to service-oriented. A very notable example is that the X50air and Millet TV 2 hardware configuration is almost no difference, this has been shown that the product itself, actually does not have the competition threshold, and the real competition is the threshold of the products can be brought after the service.

Take a chestnut: Now the smart wear equipment is hot, like smart bracelet, smart watch these novelty things should be chased by the younger generation.

But that's not what happened, according to Canalys, a research agency, that showed only 1.6 million healthy wrist bands and smart watches were sold around the world in the second half of 2013.

The biggest reason for the dilemma of health wrist bands and smart watches is that there is no "content", and exclusively's steps and monitoring functions make consumers transitory about his interests.

The market is still in its infancy, as the back-end industry chain has not kept up, and more services and features of smart-wearing devices have not been introduced.

Another chestnut: le X50air and Millet TV 2 from the hardware configuration is almost twins, but the music video can sell the TV is very hot, and millet in the little.

Why, because it lies in service. Take this festival Feng concert, music can provide users with the opportunity to enjoy such a musical feast, and its quality is not low, otherwise how could be 30 yuan to sell 48,000 tickets.

This is the competitiveness of subsequent services to hardware products.

Finally, the latest report from the China Electronics Association shows that domestic television sets sold less than 20 million units in the first half of the year, down 15% from a year earlier. Domestic television sales are expected to show the first negative growth in nearly 30 years this year. This is the time to choose a good starting point to nurture the market, not short-term stimulus.

Take a chestnut: In recent years China's automobile market growth is very slow, so the stimulus policy, Bosch (China) investment president Yudong said, "If the market is entirely by the stimulus policy to do, may be effective in the short term for the auto market, but the long-term may not be very healthy." ”

And what we're seeing is that the next growth point in China's auto market is likely to come not from a policy stimulus, but from a cool, flashy, very different car like Tesla's.

China's television industry is the same, the traditional television industry can only be a short-term effect, such as the 2012 to 2013 years in the home appliance subsidy policy, indeed received the effect, but when the policy disappeared, the television market immediately began to decline.

And behind the slide is the growth of new television, just a year in nearly millions of units, in fact, like Tesla, the music is only from another dimension in the television, nurturing the market.

Summary: Under the new consumption concept, the user is not only concerned about the product itself, but the service brought by the product. Price should not become the threshold of owning products and services, but the promotion factor, the price should let the user have the impulse to have this kind of product and the service, the low price is not equal to the low quality, the brand is not equal to the quality. Traditional manufacturers of the Factory + advertising company model, is a high cost, high brand premium model, which doomed the traditional manufacturers will surely die.

Wen/Yude