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Interpretation of LED companies is undergoing three major changes
The author suggests that all LED business decision makers temporarily put aside the so-called Internet thinking, first analyze the current external environment of the enterprise, and analyze the changes that are taking place and the upcoming changes. At the same time, don't simply equate Taobao and Jingdong with the Internet. Don't be fooled by their external voice, you must see the advantages and disadvantages of the e-commerce. At present, the external environment of LED companies is undergoing three major changes, which profoundly affect the business behavior of all enterprises. First, the penetration of mobile Internet into various fields is rewriting the rules of the game in various industries. There are two specific performances: 1. Mobile Internet completely breaks down information barriers, allowing users to access information anytime, anywhere. The information asymmetry between sellers and buyers has gradually disappeared, so businesses that used to make money from information asymmetry will face death. At the same time, users are no longer easily fooled, and buyers who are not sellers are being rewritten. Therefore, doing a good job and making a good user experience will be the only way out for the company. 2. The dissemination of information will shift from centralized to parallelized communication, and the path of corporate brand communication will be greatly changed. Word of mouth will become the main basis for user communication. How to let customers from your heart like your products and services become the yardstick for considering the company. Second, the major changes at the user level, there are two performances: 1, the user's focus has gone through three stages: (1) the earliest stage: focus on price, represented as Taobao; (2) past and present: focus on quality and price, Representatives are Tmall and JD. (3) Present and future: service, experience and spiritual consumption, represented by O2O. E-commerce is a defective sales method, which is mainly applicable to the low-end form of standardized products and non-standardized products. The non-standardized high-end products with high requirements for experience and service are of little value and will not really threaten the survival and development of these enterprises. At the same time, the sales cost of the e-commerce platform represented by Tmall is already very high. This is a problem that LED companies face. In addition, China's online shopping accounts for only 9. The total retail sales in the United States is only 12. The proportion will continue to grow, but the stage of rapid growth has passed. The online shopping customers basically have online shopping, which is why Taobao wants to go to the countryside to advertise. 2. After 80 and 90, users gradually became one of the main consumers of consumption. At present, the decision-makers of a large number of enterprises are 60 and 70. It is difficult for them to understand the thinking mode and consumption habits of this group of people. This is a huge conflict. Third, the most typical case of enterprise's borderless competition is that Luo Fatzi suddenly sold moon cakes some time ago. In the past, the decision makers of the enterprise knew who the opponent was, but now, there is no way to know where the enemy will come from, and cross-border becomes an important one. the trend of. Therefore, my judgment on the current situation is that due to major changes in the market environment, the old rules of the game have gradually failed, and new rules have not yet been established. Business decision makers are easily confused at this stage. The alternating period of old and new rules has created widespread Internet anxiety. The Internet of traditional enterprises, especially non-standard product manufacturing companies, is neither a simple Taobao and Jingdong store, nor a purely self-built O2O platform, but a comprehensive system that allows enterprises to connect step by step and orderly. The Internet finally reaches the full Internet of the enterprise. Specific recommendations for decision makers to consider the following aspects. 1. Self-built O2O platform to solve the Internetization of existing marketing channels, that is, the system of offline (offline, online) from the headquarters (subsidiary) retail terminals. 2. The whole network marketing system, namely Tmall and Jingdong opened the store as the main online sales channel system. At the same time, through some effective means, balance the conflicts of interest with offline stores and agents. Establish a mechanism of interest division and division of labor. Eligible categories, you can develop Internet sub-brands separately, design products and corresponding brands purely according to online gameplay. 3, e-commerce, stores, mobile terminals and other product sales channel data regulation integration, to achieve effective precipitation of data, through data to achieve standardization of terminal operations, the establishment of a new enterprise driving force with data as an asset. 4. Electronic or mobile business or sales management. That is, the original marketing-related behaviors are electronically transmitted through the mobile Internet to improve efficiency. 5. Infiltrate the business management into the terminal store, digitize the various business operations of the terminal, and realize effective monitoring and support of the terminal through dataization to realize effective links between the headquarters and terminals, headquarters and users. 6. Internal management of the enterprise and mobile electronic management of upstream suppliers. Real-time information transmission to improve the overall efficiency of the enterprise. The above content means the comprehensive Internetization of traditional enterprises. Let me call it the generalized O2O. It is suggested that policy makers should proceed from the actual situation of the enterprise, gradually deepening and reforming, but they must start early rather than wait and see, otherwise it will be completely in three years. Marginalization is not an alarmist.