Without innovation, what do we take to save the electricity business?

With the rapid development and application of broadband wireless transmission, mobile internet, intelligent terminal, cloud computing, large data and other new technologies, more and more electric business enterprises have begun to explore the business model which is suitable for themselves with innovative thinking, because the inherent thinking and traditional mode can easily be reversed and surpassed. The big problem of doing electricity business is the lack of individuation and differentiation of products, service and marketing, product imitation and homogeneity serious. The way to deal with it is to innovate, not to break, to be different, and constantly innovate, to create a new type of electric business enterprise.

The World martial arts, only fast not broken. One of the things that's been described here on the subject of innovation electrical business development and change very quickly, if you do not pay attention to the speed of product development and replacement, do not meet the changes in the environment quickly to make changes, to create rapid adaptation to change decision-making ability, rapid response to customer demand, always ahead of competitors, you can only be the opponent mercilessly dumped in the back. Some people say, light what use, run fast dead also fast, did not see a lot of enterprises died in the fast. Yes, there is a prerequisite for the fast-breaking is the skills of martial arts has been relatively solid, the enterprise has a solid product research and development capabilities, marketing, services and human resources in the work done has been relatively in place, this kind of enterprise already has or completed the accumulation of basic quantity, therefore, can achieve faster, more accurate and more ruthless than the opponents. If, you even do not do the basic skills of the enterprise, blindly pursue fast, will not go first to run, only ruthless tumble. Therefore, there is a stage and the problem of enterprise differentiation, or according to the resources of their own enterprises and the actual development of the situation set.

Enterprises need to do a good job of the electrical business needs of special attention to three: quality, service experience, unique innovation.

(1), any enterprise, if the quality of the product does not do a good job of strict control, not the pursuit of quality, to provide consumers with cost-effective goods, it is not a corporate brand to build, not to mention the customer's Word-of-mouth propaganda, not the continuous guarantee of sales, this is like a building foundation is not strong, can not be long-term bearing building AO-Duo Lighting is a typical adherence to the quality of the core competitiveness and access to customer recognition and continued spread of Word-of-mouth growth as the first brand of Taobao category example.

(2) with the rapid development of electric business, consumer demand for consumer services has become more and more high, the price factor is not the first, consumers more fancy businesses can provide continuous quality service from beginning to end, to provide more convenient and comfortable shopping and payment, distribution, after-sales service, if the service is not in place, even if you lower prices, Customers switching to nearly 0 of the cost of electricity today, will not hesitate to invest in the arms of other businesses, because the choice of customers too much. Therefore, to provide customers with the ultimate customer experience will become the electrical business enterprise from beginning to end must pursue the goal. Three squirrels in personalized customer experience innovation, so that they formed a unique competitive advantage of differentiation, access to consumer recognition and sustained pursuit is a typical case.

(3), the 3rd is to achieve a unique innovation, to achieve products, services, experience, shopping, after-sale and other aspects of differentiation, personalization, a small change or creativity is very likely to save a product, save a company, Butterfly effect believe that many people are aware of the truth. The tastes of the new age consumers are very personal, the demand is different, very picky, if you can not do from the mass of homogeneous products and ads stand out, to be different, not in all aspects and competitors to form some differentiation, it will not attract more consumers to buy your products, you will be your customers slowly forgotten, Once the platform and electric business environment has undergone great changes, the lack of innovation and hematopoietic capacity of the electric business enterprises will be quickly abandoned. Mental factors such as numbness of thinking, habit of being reconciled, conformity with the herd, and superstition and tradition are the enemies of innovation.

Drucker said: The future of the enterprise only two functions: one is innovation, one is marketing. It can be seen that the importance of the electric business innovation, and the spirit and essence of the electric business lies in innovation, no innovation, just like roots, no water source. The innovation of electric quotient mainly divides into technological innovation and mode innovation, in all aspects of homogenization increasingly serious, the lack of innovative spirit and the rapid changes in consumer demand in the new business environment, do the enterprise to do the electrical business should be different, so that products, technology, services, marketing mode of innovation personalized, differentiated, the formation of differentiated core competitiveness. There is innovation to the future, the inherent thinking has been difficult to adapt to the changes in the electrical business environment, do not lie in the past in the performance of sleep, perhaps waking up, not far from death, not innovation, not actively cater to consumer demand, you can only slowly be flooded by the torrent of electricity dealers.

But the status quo is, many enterprises do not deeply consider how to do different, how to achieve and meet the personalized, differentiated needs of consumers, Chiba factories are in the production of the same products, the same function, a highly similar appearance, and even sales channels are stereotyped, Taobao a search, the same advertising picture several pages, The consumer is overwhelmed, unable to identify good or false. Finally, businesses are unable to compete for brand value, competition personality and differentiation, can not highlight the customer experience, can only clear inventory, fight price war, burn through the train, spell the explosion, and strive to get a good deal and other activities, smashing ads, the constant vicious circle, the ultimate injury or the enterprise itself and the entire industry, There are few businesses that will eventually survive.

Innovation is to meet the rapid development of the electric business, meeting the ever-changing consumer demand. Now many enterprises are seriously lack of innovative consciousness, the pursuit of short-term interests, blindly seek to take shortcuts, the old thought to pay 1 dollars to earn back 100 yuan, sword walk slant, imitation, take the money to fight price war. Do not pay attention to product development, marketing model, customer experience personalized pursuit, manufacturing systems, supply chain management system and other aspects of research and innovation, the entire electrical business team lack of innovative thinking, the rut, the changes in the outside world unresponsive. Many companies simply rely on imitation, doctrine and other ways in exchange for short-term sales growth, perhaps a lot of enterprises to obtain a temporary economic benefits, seemingly on the surface of sales growth, but this also allows enterprises and groups like opium, impetuous, impractical, unwilling to sink down the heart to practice basic skills, thinking curing. This mechanically, follow the imitation, do not pay attention to innovation and continuous improvement, not from the enterprise actual situation of the enterprise is difficult to imagine how far to go, do a good job, this kind of enterprise on the surface of the short-term growth, in fact, has been for the continued growth of the hidden dangers, lost the future.

Now Taobao cat has a lot of typical examples. Many enterprises, especially in the early days by natural dividend and electric business development opportunities developed Taobao merchants, many rely on the rise of the route, SKU many, low margin, product homogeneity serious, lack of personalization, resulting in customer loyalty and low repurchase rate, if the reduction or stop to hit the ads, sales immediately plummeted. They did not change with the electronic business environment changes with the times, make rapid changes, not in their own product design research and development, marketing model, customer service model and so on to make innovative efforts, once the electric business environment and Taobao cat rules have changed greatly, to encourage the original, fight counterfeiting, support brand, small and beautiful Taobao merchants, In the traditional brand enterprises have net in the background, at present so cruel, fast-paced, capital crocodile-type market competition situation, these lack of personality, innovative ability and adapt to change the ability of the business will be the impact of pieces, rout.

Therefore, SMEs should be timely in product development, marketing, service, promotion and other aspects of more innovative ideas and methods, pay attention to brand building, and strive to enhance the value to meet the changing personalized, differentiated customer needs, and do not fall into the abyss of price war can not extricate themselves.

Because of innovation, enterprises have a lot of examples of rapid development.

1, Millet mobile phone by virtue of internet marketing model, business model and competition strategy innovation, and constantly improve the rice noodle innovation service experience and a large number of product development participation, a short span of three years to create tens of billions of mobile phone brands. Taobao Cat's innovation is endless, from the Taobao model to Alipay, internet finance and so on without subversion of traditional business and thinking, created today's Alibaba empire. Tencent's innovative products micro-letter occupy the commanding heights of mobile interconnection and O2O, Baidu So, Google, they have some common place, is the rapid development of e-commerce in the general trend, doing what others have never done, pay attention to and encourage enterprises and team innovation, and strive to be different, The formation of a unique personalized, differentiated core competitiveness.

2. Yintai is a good example of a line with the transformation of the electrical business. Yintai department Store in this year's "Double 11" will be combined with Alibaba to launch the latest game, the offline shopping and online trading together. Customers can be in the sky cat after a single commodity, can be paid online, but also to the offline experience and in the Terminal Brush Payment PO pos machine, the direct docking merchant's Alipay account. As a new mode of e-commerce, O2O is changing the relationship between the electric quotient and the store business, with the development of mobile Internet, O2O is stirring the traditional consumer market and interpreting various innovative business models.

At present, the gradual decline of the line department store industry is not entirely the problem of the electricity quotient, many are unable to adapt to the new business trend and can not meet the changing needs of consumers, the lack of innovation and change the courage of the model, do not want to touch the traditional pattern and interests, you do not actively innovate to meet the changes, will eventually be someone else's revolution. Many traditional enterprises or in accordance with traditional retail marketing thinking to do business, must not understand the essence of the electrical business and the real mystery, unable to comprehend E-commerce has been a new way of life changes, resulting in confusion and not the method, and thus can not really do a good job.

Of course, innovation does not mean blind, unrealistic innovation, or even subversive, epoch-making overthrow. Not to revolutionize and subvert the traditional offline system, hold aloft two times the banner of entrepreneurship, that trial and error and failure cost is very high, a point of treatment is not good, the consequences are even devastating, so this kind of surgery revolutionary reform is basically incompetent, to be cautious, the success of the enterprise is very few. More is to consider Yin and yang complementary, yin and yang balance, line under the O2O Fusion. If, blindly chasing new differences, but do not pay attention to the enterprise basic skills, not focus on strategic planning, such as the top design, did not do a good job in product development, manufacturing systems, supply chain management system, customer service system, talent echelon training and other basic work, puny, can only be lost in the so-called innovation.

Innovation is not so inscrutable and nothingness as everyone imagines, it can be a new idea, a new idea, a new idea, a process of change, can be a small innovation, many great enterprises are from these small creativity, innovation and accumulation of changes, from the accumulation of quantity to a qualitative leap in order to achieve enterprise excellence. Many people will say that innovation is so difficult, Taobao's entrepreneurial environment is increasingly bad, what I want to say is that to do anything will not be easy to achieve success, it needs to continue to adhere to and pay, need to accumulate to a certain amount and foundation to achieve the essential changes, especially in the current competitive environment. Therefore, the electric business enterprise should pay attention to train the team's innovative thinking at ordinary times, cultivate the enterprising spirit of perseverance, explore the spirit and take the adventurous spirit of the challenge.

Of course, the innovation or creativity of the electric business enterprise is worthless, have a lot of ideas rather than to implement the down-to-earth action, now many electrical business enterprises often make this problem, today an idea, tomorrow a thought, a good idea to implement a few days, and found better ideas, and put energy into another place, the unpredictable , this is tantamount to the monkeys to break corn, break a lost one, the last one did not eat, a thing has not been made. This is also a lot of electric business enterprises, electric businessmen impetuous performance.

So how to achieve or realize the difference of innovation? Based on the cultivation of the basic skills of enterprises, we should pay attention to the cultivation of team innovation thinking and mechanism, pay attention to the innovation of enterprise in product, marketing way, supply chain management, process improvement and decision-making mechanism, pay attention to the change of traditional idea, pay attention to create the mechanism of small scope quick error, pay attention to the innovation and differentiation of customer service experience Personalized to build and so on.

The actual situation of each enterprise is not the same, the enterprise's resource composition and team ability is different, can not do the same replication. Then, enterprises need to use their own experience, the logic and knowledge system, other enterprise's successful experience and the enterprise own resources, the condition and so on unifies, through the electric quotient innovation thought and the technical method to the manufacturing system, the supply chain system, the product and the price system, the distribution system, the marketing service system carries on the optimization, the conformity, the innovation Within the enterprise to form an innovative atmosphere and environment, to encourage staff innovation spirit, to create a suitable for the development of the enterprise's own set of experience and systems, models and practices, and then a strong push and implementation.

If you can set up a customer service experience research team, through large data research target group Consumer's purchase behavior path and habits, targeted to provide more personalized, differentiated and innovative ideas of service. It can also encourage internal employees to propose more optimized and innovative solutions for a project and process. Similar innovative ideas are very many, the focus is to be able to establish an enterprise endogenous innovation mechanism, and in the enterprise risk controllable scope, for new models, new initiatives, innovative ideas, such as a small range of rapid trial and error and strong implementation, Enable the enterprise to have the ability to adapt to the external market changes quickly adjust the strategy and provide a variety of systematic solutions. and other innovative ideas and models have been tested in the market, the practice proved feasible and then rapid replication.

Author: Su Jianxiang

Micro-Credit public number: Su Jianxiang

Sina Weibo: @ Electric Business ascetic-Su Jianxiang