Trial and error thinking of electrical business

Chairman of Beijing Tin en Enterprise Management Consulting Co., Ltd.

Jack@141cn.com

Why we are afraid of the wrong, because the cost of the wrong is too high, in the Mall to organize a group purchase, how much time to spend energy? How many people have to decorate the booth? How many people offer the supply guide? How many cashier accounts? All this is cost. If one of the links is wrong, it is a huge loss. Make no mistake, as few mistakes as possible, become the Guide to action in the traditional times. "Fear of Error", "The Pursuit of perfection" to become CEO of the most basic http://www.aliyun.com/zixun/aggregation/11933.html "> Management philosophy."

So we always make mistakes as a disaster, that the most important thing to do the company is to prevent mistakes. But in the age of the Internet, everything has changed, ask, in the cost of organizing a group to buy how much costs? How much does it cost to fail completely? In the internet age, the logic of action has changed, do not be afraid of the wrong, must dare to try the wrong. Error is no longer a disaster, mistakes, trial and error, correct, this is the Internet electric business era of the latest survival philosophy.

To be perfect is no longer a standard, but a fast one. Why is that? The reason is that the cost structure has changed, when a lot of behavior in the online, the material cost is almost negligible, the only cost is human costs, staff capacity to become the largest cost.

And how to improve people's ability? The era of learning to experts has passed, in the Internet age, the creation of knowledge is no longer the creation of experts, everyone is creating knowledge. And in an age when everyone is creating knowledge, learning from the customer, learning from action, is the mainstream of the internet age.

The Internet makes customer value the company's only pursuit, how to achieve customer value is the company's only cost. When customer value becomes the only pursuit, manufacturing is not cost, how to let customers buy and use is the cost, otherwise, you make how many products are useless. When customer value becomes the only pursuit, writing a novel is not a cost, how to let consumers read is the cost, otherwise you write 35 years to complete a novel, also useless.

Yes, when we are customer centric, we will find that the real cost is not manufactured, but in the customer's use. Then our task is how to let customers know. In a word, the customer's needs are difficult to obtain through the survey, and it is difficult to predict the model, because customers sometimes do not know what they need. In the Internet age, the best way to master customer demand is to become a part of customer life, and become a part of the customer, the best way is to try the wrong.

For example, a new product comes out, gets the market to sell, then the market response is not good, how much cost? The great advantage of doing electricity business is that the cost of error is very small, we used to change a mistake is too difficult!

The principle of trial and error is: Let the person who buys to design, lets the mistake change the wrong person, lets the action increase the Action Force.

What do you call buying people to design? In the past because of "afraid of Wrong", the best way, is the company leaders to decide. So the company leader becomes the customer standard, so the leader is the customer, as long as the leader is satisfied with no problem. Leadership is not wrong? Of course it will be wrong, but they are wrong and no one will criticize them. Over the same term, companies become rigid and bureaucratic. Why do good companies die? Because more and more toward the boss opinion as the center, and make the customer leave.

How fast is it produced? Not afraid of the wrong, willing to try the wrong, through errors to correct the wrong, let consumers participate in product design and manufacturing, let the action to improve the action, quickly produced. This is the charm of the O2O model, because the "Shang" main online, on-line "O" trial and error cost is very small, the mistake is not improved by the boss, but by the customer's criticism, the client is the boss. The biggest problem of the traditional enterprise is to do the electric business with the traditional way of thinking. Always want to pursue perfection, want to do again. Frankly speaking, for a long time in the traditional industry, more or less suffering from the "perfect obsessive-compulsive disorder."

The most basic way of thinking about perfect obsessive-compulsive disorder is that all imperfections are worthless. In the manufacturing era, popular and standardized product thinking, is to achieve perfection, imperfect products are worthless. But in the minority era and personalized era, what is called perfection? For instance. A dress for 10 years is not bad, but the iphone has been used for two years or so bad, not bad clothes is not good, mobile phone two years is not good, so change mobile phone, it is not necessarily bad.

From a human perspective, from a service perspective, rather than from a product perspective, "perfect" has a completely different interpretation. For example, a customer wants to buy only one sleeve clothes, this product according to most people's standard, certainly is imperfect, but to this special request customer, but is super perfect.

The advent of the era of small public, the era of small, is an enterprise and customer integration of the order of the Electronic Business era. In this era, personalization will become mainstream, and personalization will prevail over standardization.

The marketing of the electronic Business Times is to participate in the marketing, is the experience marketing, is the customer and the Enterprise integration marketing.

In a word, participation is everything. Customers, no longer external spectators, customers become a part of the enterprise to create value, this is the core of the C2B model, by the customer to determine the manufacturing value chain. So we see, the most successful Internet enterprises, are those who dare to try and wrong, the courage to constantly correct the enterprise.