Wanda High-profile to enter the electric business, first win three battles

As a handful of the richest man in the country, Wang has always been so high-profile. But maybe that's not a good thing.

Wanda Electric Business COO Mahaiping choose to leave business after 14 days, Wang again High-profile announced Wanda to enter the electric business. 16th, Wanda chairman Wang in 2014 Wanda Group semi-annual working conference report revealed that Wanda will unite China's largest number of electric dealers set up Wanda. The first investment 5 billion yuan, and strive for 3 years or so to achieve profitability or at least find a profit model. Ironically, a few days ago a pat on the back of two mountains simply declared "not going to be profitable for three years".

Despite the deep pockets, complacent, but in the field of electrical business is also repeatedly halberd, humiliated. In addition to the Mahaiping, Mahaiping's predecessor, the former Wanda Electric COO Liu Sijun, the former chief executive officer of Wanda Power (CEO) Yi Yitao also resigned. In just two years, Wanda's initial team has been broken up. The brutal reality not only reflects the fundamental error of Wanda's traditional enterprise thinking to test water Internet electric dealer, but also reflect the Wang's understanding of the Internet electric Business and its business model.

It is no wonder that after Wang Sound, all sorts of criticisms have been heard. The focus of criticism from the Wang spent "wealth" and 5 billion "electricity business start-up funds" to and Ma Yun's "Billion game", and then spread to Wang boss's big Childe constructed, is a variety of, all-encompassing. However, in view of Wang's high profile style and the failure of the electric business experience, those who spread the so-called "criticism", even if not hatred psychological, but also more or less a bit of insult.

This article holds that, of course, Wanda Electric business has no reason to fail, but the key is whether it can find suitable for their own mode of electricity, that is, this article said "can win these three battles", rather than blindly chasing those in the industry flocking to the fashionable "tall" mode: o2o!

It is hard to imagine that after Wanda announced the second foray into the electricity business, the outside world almost one-sided criticism of the decline. What is more surprising is that these criticisms are exhaustive and strange. After collecting and sorting, this paper finds that these criticisms are mainly focused on the following aspects:

First of all, "people stupid money", business model is not clear. As the richest man in the mainland, Wang to do the electric business, the most need is money, pen is the allocation of "5 billion start-up funds." But is it just a matter of money? If so, Nokia, Microsoft will not be Apple, Amazon and other relative "cock-grade" enterprises, and millet mobile phone, Alibaba and so we familiar with the beginning of the company is also Robin origin. Overlooking the entire Internet power business, you may find that you are an era of "cock-struck" and "fan economy". The Naked "money marketing" era is gone. In addition, the boss Wang's harsh demand for profits and short-sighted, but also to many people in the industry to scorn.

Some people may say, Wang is not already clear Wanda Electric business model, not O2O? But the business model, which has been tested for two years, does not seem to have much effect, and the second part of this article will also elaborate on how far away the O2O pattern is.

Secondly, "innate genes and cultural deficiencies", the traditional system rigid. As a traditional large-scale commercial real estate enterprise, Wanda Group has reached the highest level in the traditional industry. All say "Stoding", such a big enterprise want to transform the emerging Internet power business is not easy? Perhaps, this large and empty rhetoric will be a lot of people, but this article feels its rationality still remains to be verified. If the "innate gene and cultural deficiencies", then on the electricity quotient, internet giant Tencent and Wanda no essential difference. But "shopping malls like the battlefield", many times success may only depend on whether or not to win a battle (that is, strategic tactics), rather than talk about theoretical culture, especially in the "fan economy", "experience economy" in the field of Internet electric business. Do you think that Millet has its own "electric quotient gene and culture"? No, it only has its own "focus on the ultimate Word-of-mouth fast" seven words tips!

Again, the "miserable experience", that is, before the electric dealer failed to test the water experience. As the beginning of this article said, the Wang to enter the electric business again, just from Wanda Electric Business COO Mahaiping leave the day but 14 days. If "failure is the mother of success", I think it is precisely because of the failure of the last Wanda Electric business, but also to support and inspire the Wanda's electric business ambitions, but unfortunately the business world is not so tolerant. But still someone saw the Wanda electric business after the bitter experience of the new measures: on the one hand, all the online resources to the electric company, to achieve a high concentration of unified management; On the other hand, let the electric business plate independent development. For the former, the use of administrative orders and military means of management, here for the moment to reserve opinions; but for the latter, this article thinks that this is the result of the Wang to the electric business executives after frequent turnover. Imagine: Wanda Electric Business COO Mahaiping Why will choose to leave business? Mahaiping with its own actions to convey the simple truth: "Rather than in Wanda to transform the traditional enterprise, it is better to start immediately to create a new enterprise (that is, the cost of transformation is too large)!"

Finally, "Wang Gongzi". For the wonderful anecdotes of Wang Gongzi, there is no more to repeat. But the point here is that Wang Gongzi just has the potential and ability to play the Internet. This is not the opinion of this article, but has been validated by many people.

"Constantine" in the "Wanda O2O, just look beautiful" a text put words "Wang Gongzi may be Dark horse", the reason is "send hope Yu Tiancai Juvenile constructed, creative uninhibited, will inevitably have different behavior with father". This is too far-fetched to say, and the real compelling reason is another big coffee man, the famous "iron brother". "Iron elder brother" once in "Why Wanda O2O will fail" at the end of the article jokingly, Wanda and the killer-Wang Da.

"If Wanda out of the use of the King son of the internet visibility side of the Ming-East Express not to force, on the one hand, let Wang Gongzi as their own electric business platform propaganda ambassador, to many girls as the market entry point, big dozen Giants fan card, perhaps Wanda Electric business and Chance." Of course, these are jokes. ”

But this article obviously does not think this is a joke. On the contrary, "iron elder brother" incredibly a language into prophecy, bare secret. Frankly speaking, this article believes that the maverick Wang Gongzi openly threatened to make friends do not care about money, so just have the most important characteristics of a good electrical business: "Poly powder." In fact, a true fan must be a spiritual appeal beyond the purely interest motive. The old saying goes, "not by its selfless evil, so can become its private." "So, frankly, as is expected, Wang Gongzi's personality has the potential and genetics of a successful fan economy godfather," he said.

Wanda Mishap: Electric Business ≠O2O

Many traditional enterprises have threatened to march into O2O before they can understand what is the electric trader. So why do electric dealers die and stare at O2O?

With O2O in the internet industry hot, even the industry almost to the "words will be called O2O" the point. As an internet industry, if you do not talk a few o2o even embarrassed to say that they are engaged in the Internet or the electricity business. But the question is: do most of the domestic electric business enterprise really need to test the water O2O immediately? How many of the real practice O2O models?

In other words, what does Wanda need to be a O2O? In accordance with the Convention, do O2O need to have three basic, business resources, SNS (mobile Internet + Internet), payment tools. In addition to the strong offline business resources, Wanda almost casualgirlfriend, poor only the money left. Therefore, from the qualification, Wanda is not suitable for horse O2O immediately.

In view of the current domestic almost no successful O2O case, this article bold speculation: O2O More is a trend, rather than a mature business model and reality. For example, today is the development of the heyday of Alibaba, Jingdong Mall and even millet mobile phones are not O2O mode. Therefore, as a traditional enterprise, the first thing to do is to see their own positioning and real needs, and then to understand the most basic electric law, rather than chasing the most fashionable and the most fancy business model.

Business interests. From Wang boss to the demanding of profit, the traditional industry first urge whether the successful completion of sales performance, as soon as possible to achieve profitability, rather than long-term deep and electric business field. But in addition to offline merchant resources and online payment tools, O2O more emphasis on the offline user experience. This is not only the most fatal mishap in the traditional industry, but also a short period of time difficult to effect the process of internal strength. For example, a short-lived group buying site that is because of the online crazy discount to erode the interests of businesses, online experience bad not rise to use, have died.

Second, the loyalty of fans. As the richest man and the most criticized commercial real estate business, Wanda not only in the minds of consumers to discount the impression, but also fully believe in the naked "money first" rule. This is also why the traditional industry is not good at the root cause of the electrical business, they do not understand the so-called fans, fundamentally speaking, is a spiritual appeal, not material benefits need, although the interests inevitably exist.

Third, platform benefits. As billion European network expert He Guanwu said, all electric business platform in the pursuit of the fastest, the largest scale and maximum flow, but also under the pressure of investors, they have to run. Thus ignoring the standard and construction of platform culture and system, the electronic commerce platform degenerates into a naked business interest collection, and the user experience is very poor. Therefore, as a traditional enterprise, Wanda should think carefully: how to transform the commercial real estate platform into a serious problem of the Internet electric business platform.

From the above, and the Internet enterprises, especially the electric business giants are different, the traditional industry test hydropower companies should first see their own positioning, targeted, rather than blindly to compete with the industry giants blind, competing to burn money, to chase those who look beautiful popular business model and immature concept.

Since Wanda is not suitable for immediate start O2O, then this is not to explain that Wanda lacks the innate genes to do electricity quotient, not suitable to do electric business?

What needs to be specially stated is that O2O is not equal to the electricity quotient, but is one of the business models of the electric business. However, because of the different forms of traditional industries, it is not only necessary to study a business model, but to successfully test hydro-electric operators, it may even use the mixed mode of multiple business models. Of course, perhaps the traditional enterprises may also need to develop some of their own killer, the formation of some good strategic tactics, such as the millet mobile phone as strong as the "poly powder capacity."

How to win three battles?

Combined with Wanda's own huge offline resources, strong financial strength and congenital genetic deficiency of electric quotient, Wanda successful into the key to the electricity business is not pegged to the current has been hype the white-hot "O2O mode", but the success of winning the following "Three battles", slowly in the slow development of their own electrical quotient of the gene and electrical business confidence.

First of all, to win the "sale of goods campaign." Why the first is "sell"? even if the electric dealer Wanda does not "sell goods"? To be exact, the goods sold here should be the new type of sale in the internet age. As we all know, the internet era has brought huge marketing dividends, and by virtue of these huge marketing dividend has achieved a number of not really understand the actual business and no product production capacity of speculation, such as Huang Taigi, such as the flow. Therefore, Wanda's top priority should come up with its own core products, the first to achieve net, explore how to tap the Internet era of huge marketing dividend, to activate their huge stock assets rather than Guppelt lost this, lost watermelon picking sesame.

At the same time, as a traditional enterprise Wanda's demand for short-term profits is bound to require it to start from the most basic selling goods. In Wanda threw 5 billion again before entering the electric business, backed Tencent, Beijing East two mountain Pat Net again strong online, but also only low-key claim not to profit within three years, and as a layman's Wanda, unexpectedly no change "people stupid money" style, unexpectedly threatened "in three years to achieve profitability", this shows that It's really scary to have no culture.

Second, to win the "Poly Powder" campaign. It is no exaggeration to say that the ability to gather powder is almost one of the most fatal weaknesses of Wanda. On the one hand, as the richest man, Wang and its Wanda in the traditional industry has almost reached the pinnacle of development. Therefore, in cock silk economy and fan economy era, Wang's empire will not put down over the years painstakingly obtained "noble" to "powerful matter fan or cock silk", on the other hand, "only the brain residue powder is true powder." As a large commercial real estate company, Wang and its Wanda have never lacked enough popularity, but there are few true fans with very high fidelity. Because the so-called fans, must be beyond the basic economic interests of the spiritual needs above the demands. At this point, Wang boss must not understand, this typical "Wang Gongzi" philosophy of thinking, but fortunately, the company has such a business fan economy or cock silk economic potential and ability. As Wang Gongzi said, "I don't care if they have money, but I don't have any money." "Although quite vulgar, but it reflects a kind of beyond the economic interests of spiritual appeal and feelings."

Finally, Wanda has to win the "build platform" battle. As a "tall" self-proclaimed commercial real estate enterprise, Wang boss and Wanda's goal is not only "three years to achieve sales profit" or "gather a few fans." This article believes that Wang boss's final appeal is absolutely to the current Wanda relies on a large platform to make money on the business model completely copied to the network virtual space, frankly, Wang boss not only to "profit", but also to win and Ma Yun-ari Empire's "billion game."

Of course, "build platform" is also successful win "sell goods", "poly Powder" two major battles after the inevitable requirements. With a strong online sales ability, and a large number of loyal fans, Wanda to do is to build and integrate resources, set up a large platform to achieve supply and demand docking.

To sum up, and to enter the vague and immature O2O model, there is no electric quotient of the gene Wanda than the first to win the real "three battles", which is more practical significance. Of course, it is also easier to achieve the "three years to achieve profitability" rhetoric.