Abstract At present, the abrasives industry is in the cold winter. I believe many people have experienced it and thoroughly study the essence. This winter is the cold winter of demand, the cold winter where the industry scale is shrinking, or the winter of traditional business model and business logic? Stealing, if the market demand is wilting...
At present, the abrasives industry is in the cold winter. I believe many people have experienced it and thoroughly study the essence. This winter is the cold winter of demand, the cold winter where the industry scales down, or the winter of traditional business models and business logic? Stealing that if the shrinking market demand is an external cause, the traditional business model and business are old. To say how companies can achieve the fission of the kernel, living in the current market, can not circumvent a hot word - Internet thinking.
When many people see the Internet thinking, they think of social marketing, think of websites, videos, Weibo, WeChat, APP and forums. It seems that enterprises have adopted Internet thinking tools as long as they use these social communication tools. In fact, social marketing is only a way of presenting Internet thinking. It is definitely not the whole of Internet thinking. It greatly reduces the distance between producers and consumers, and allows consumers to participate in brand communication.
Is Internet thinking an e-commerce? Many people think that Internet thinking is about e-commerce, from traditional B2C e-commerce, to later group buying models, and even to the recent popular consumer customization (C2B) model. It should be said that e-commerce has taken a big step forward than social marketing, but B2C and group purchase business only involves the sales or business level of the enterprise. Consumer custom production and C2B mode have entered the product level, but from the whole company. At the operational level, it is not enough to cover the essence of Internet thinking.
There are very low people who may think that Internet thinking is the way to operate Internet companies. In fact, Internet thinking is applicable to all enterprises, including abrasives and abrasives. Some enterprises seem to belong to Internet companies, but their thinking is still in the agricultural or industrial era, and there is no need for Internet thinking. The definition of Internet thinking is: in the context of the increasing influence of the Internet on life and business, the way companies think about users, products, marketing and innovation, and even the entire value chain and ecosystem. Internet thinking not only involves the marketing and service of enterprises, but also affects the product design and innovation of enterprises, and even affects the organizational structure and corporate culture of enterprises. In a word, it is better to be close to the customer, to produce products according to customer needs, and to let users participate in product design and communication. In order to achieve this, the organizational structure of the entire enterprise has to become flatter, and the corporate culture has to become more democratic, so that every employee can participate. This is the true sense of the Internet.
As an important branch of the traditional industrial field, companies that can understand and use this way of thinking to do business are rare. One of the obvious examples is that almost all the manufacturers in our industry, in the past ten years or even now, doing business is basically doing one thing, that is, moving inventory from the factory to the dealer, simple It’s almost never done interactively for users. We must know that the era of "product users looking for you and asking for your supply" has long since passed, and the marketing thinking that understands both "internal and external considerations" may not be eliminated.
How to do it in detail, we can start from four stages: the first stage is the communication level, which is what we often call social marketing, using the website, Weibo, WeChat and APP to display the company's products and brands; the second stage It is the channel level, which is what we often say about B2C e-commerce, moving channels from offline to online, selling products through the Internet; the third stage is the supply chain level, including user customization (C2B), users participate in product design and In the research and development process, this is also a general level of e-commerce; the fourth stage is the value chain level, re-architecting enterprises with Internet thinking, from the communication, marketing, supply chain to operation management, driven by the Internet, organizational structure and management methods. Go adjust accordingly.
Regardless of whether you are a brand or a distributor, no matter how large you are, when you understand that the core of the business is the user, and practice it, the Internet thinking will settle down with you. And how to use innovative business models and business models to deal with the cold winter, that is the derivative of this thinking. (Text: Si Yuguo)
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