Three Strategies For Traditional Enterprises To Enter The Internet

For traditional enterprises Internet The failure of transformation can be described as "three noes": ignorance, fearlessness and inaction. Ignorance is just a leaf, but one sees only one's success today, but never sees tomorrow. The reaction to the Internet is too slow to be self absorbed in the original mode. What is more fearful than ignorance is fearlessness. Knowing that the trend is coming, it has been in reverse direction. If we do nothing, we will not be reluctant to let go, unwilling to give up the original offline channels and promote the online business with the backward and ineffective old management system. This is mainly about "ignorance".

"Ignorance" of traditional enterprises

As an example we often encounter, many times when we talk about a new model representing the future, it is easy to fall into such a misunderstanding: it seems that there is no successful case in this new model, so we choose to wait or wait. For example, the home business O2O, most people think that the industry has no success cases, or think that the industry in addition to Shang pin new home network, Miller music, the success of the sample is too small, is not enough to prove the success of the new model. But I do not know except for the two typical industry cases in Ali. Tmall On the platform, there are a few home businesses that are thrived, and they can also be doing it. O2O 。 But most people do not know that such cases exist because of their knowledge and ideas.

There is also a case where an industry does not have a successful case, but it does not mean there is no such case. It is because some enterprises are reluctant to publish their own success stories because of their own business considerations. According to CNNIC data, by June 2014, the number of Internet users in China has reached 632 million, of which 527 million of mobile phone users and 46.9% of Internet penetration. This means that nearly half of the population will be Internet users. Such a huge crowd will surely give birth to a group of enterprises that live on the Internet. However, these enterprises belong to the invisible enterprises in the Internet and are relatively low-key in foreign countries. Outsiders simply can't see any difference between them and traditional enterprises.

The old soldier's point of view is whether an industry has a successful case or not. It is not the foundation and touchstone for the enterprise to enter the Internet. Even if there are no successful cases, the users of this industry have entered the Internet as long as the trend is there. There will always be a group of crabs waiting for them. It is always wrong for an enterprise to follow the user at the first time. Keep in mind that when a lot of successful cases are followed up in an industry, you have lost many opportunities.

Three strategies for enterprises to enter the Internet

If the Internet is compared to a mountain, the relationship between traditional enterprises and the Internet is at present. Some enterprises are still at the foot of the mountain. Some enterprises are already on the mountainside, while some enterprises have already reached the top of the mountain. Enterprises at the foot of the mountain seem to know that they are actually muddled. They know that enterprises must march to the Internet, knowing that the Internet wants to change their lives, but they do not know which path to climb and what tools they need to prepare. The enterprises that have climbed up the mountainside are thorny, but at least groped the way up the mountain, and began to recognize the Internet slowly. They found that the Internet that they understood was different from the Internet they had contacted. It seemed that they didn't understand it, but actually learned to find their own business interests from the Internet. And the enterprises that climb the top of the mountain will suddenly understand the essence of the Internet and learn how to transform their enterprises into Internet.

For the enterprises at the foot of the mountain, there are three strategies for entering the Internet.

The best strategy is to get into the Internet before digging into the Internet to allow users to enter. The person who can use this strategy is not only a strong sense of market, but also a strong executive force, because you are not sure whether the user will jump into the pit you are digging, and the investment in the early stage is a bottomless pit. The cost is too high. Looking at the domestic market, there are few people who dare use this strategy in addition to these internet giants. That's why we seldom see successful cases in various industries.

The medium strategy is to follow the user into the Internet, where the user will go. The so-called Spring River heating duck prophet, an inappropriate analogy, the user is our duck, when the spring arrived duck is more sensitive than our fishermen. When the time is up, go fishing in the river and follow the duck at the same time. Take the home industry of veterans as an example. The mainstream consumer group in the household industry is 25~35 years old, the median age is around 30 years old, and the first wave of Internet mainstream population is 80, when they are 28~30 years old, it is just 2009~2010 time node. Since 2009, China's home industry has ushered in the first wave of Internet mainstream consumer groups, if it can catch up with internet home in 2009. Industry's draught, so the chances of success are much greater. At present, the first camp of the household electric business, the new home network and the beautiful Lele, began to rise rapidly in this year.

The bottom line is to wait for users to enter the Internet and run into the Internet to find customers. Enterprises that use this strategy generally have successful precedents when they enter the market. Most of these enterprises are partial conservative. Of course, running into the field at least shows clearly the trend. This kind of enterprise can compete with the best strategy and the central enterprises in terms of capital strength and execution. If we have the determination to transform thoroughly and execute well, we may not have the possibility of overtaking corners. Of course, the most scared thing is to just run in and pick up the leak and pick up someone else's discarding.