How Much Does It Cost To Spanform Traditional Enterprises?

The spanformation of Wanda, like the traditional traditional enterprises, will inevitably encounter a variety of pain, and sometimes even fall into the ground. It is a bit exaggerated to be redemption, but it is absolutely a situation which makes traditional enterprises very uncomfortable. It can be said that spanformation is a big pit on the way of enterprise development. If you can't get around, you will surely fall into it. If you climb up, you will have a better future, otherwise it will be difficult to tell.

Ad locum, Traditional enterprise The positioning is very simple, that is, compared with Internet companies, those who do not carry out "Internet +" can be counted as traditional enterprises. In previous articles, I once mentioned that "Internet +" is not the golden oil of enterprise development, nor is it "+" that traditional enterprises want to "+". "+" is not a simple merger, but a subversion of the enterprise structure and operation mode. For traditional enterprises, apart from the use of some of the original resources, the rest is nothing more than re establishing an enterprise and reconstructing a set of business models. Any minor mistake in the process of building this new system may result in a total failure of the spanformation strategy. Any difficulties and difficulties encountered are the price of the growth of traditional enterprises.

In my opinion, there are probably several general costs of O2O spanformation in general traditional enterprises.

Cost one: reconstruction of thinking mode. Thought is the forerunner of action. Genes are very important. Traditional enterprises are spanforming the Internet, because lack of Internet genes leads to any action limited by this. Traditional enterprises generally make the same mistake when they enter the Internet, that is, simply using the online as a marketing channel to spanfer user entries from offline to online, but this is not really Internet based. We must completely subvert the way of thinking. We must use the Internet's thinking to spanform every aspect of the business process. Only by taking these concepts across the whole spanformation process, will it be a good first step to measure all the businesses that will be developed by these way of thinking and not to pay too much attention to immediate interests.

I have a relatively vivid case at hand (which can not provide the name of an enterprise). This enterprise is small in scale. It used to be a traditional sports service. It mainly serves the large customers of enterprises. It started the O2O spanformation in 2012, hoping to enter the personal sports consumption market. But its spanformation failed at the very beginning. The reason lies in the development of the original business on the Internet platform only. The product is obsolete, lacks the means to increase user stickiness, and is short of technical preparation. They simply thought that even if the Internet was added to their original business, even though they had been spanformed, the facts were often cruel. In early 2014, they overthrew and reconstructed the previous models. Among them, the most important thing is to reconstruct the way of thinking. They set up a library in the interior of the enterprise, concentrating on the wisdom of making lists, requiring managers at the middle and upper levels to read at least 2 books on the Internet in order to subvert their thinking. At the same time, they also sent people to 360, Alibaba and other companies to investigate and understand the various aspects of the operation of the enterprise, and even the office environment. They also invite experts from the industry to train their employees. After reconstructing the thinking mode, the following series of spanformation are logical.

Cost two: business mode refactoring. Broadly speaking, O2O can completely cover business models such as B2B, B2C and C2C. Its essence is to move the spanaction activities under the original line to the online execution. Therefore, it can be considered that O2O is a business mode, while B2B, B2C, C2C and so on are the specific business implementation methods under this business mode. Then, in the process of O2O spanformation, the first thing to consider is to choose which business mode, which is the reconstruction of business mode.

Or this enterprise, in the initial stage of spanformation, it relies on the traditional enterprise's thinking mode, does not really consider the demand of the end users for sports service consumption and the external market environment, lacks clear product strategy, the system platform function is simple, lacks user experience, and the operation pressure is huge. Based on traditional business, it formed the bilateral market business of B2B and B2C in the process of O2O spanformation. Among them, the past business mainly concentrated on the marketing of enterprises, service employees, or business customers, so B2B business revenue continued to grow steadily (in fact, no spanformation business can also grow steadily, it just moved the business from offline to online), but the future development focus - B2C business has not achieved the desired results. Since the beginning of 2014, they have integrated the existing business lines and made unprecedented innovations in accordance with the Internet thinking, integrating B2B and B2C business into B2B2C business. Among them, the first B refers to the enterprise, the second B refers to the enterprise that pays for sports service, and C is a consumer who enjoys free or partial free sports service through the purchase behavior of enterprises. This mode innovatively spanforms the C of the enterprise customer into the enterprise's own C, and realizes the rapid growth of the Internet users by using the traditional business advantages, and realizes the original B2C.

Cost three: industry chain Restructure. The traditional industrial chain has a fixed pattern, a traditional way. After the O2O spanformation, the industry chain will inevitably not adapt to the development of the enterprise, or even become a shackle, resulting in the failure of the overall spanformation. The reconstruction of the industrial chain is not to abandon the original industrial chain, but to spanform it with the Internet thinking so as to adapt to the spanformation of the enterprise itself.

Take this enterprise, they mainly promote such a reconstruction plan. Because the sports industry is less Internet, many service providers are still "primitive" methods of work. They first carried out information spanformation to these partners to enable the information system to access the online platform of the enterprise in real time. In order to advance this plan, they bought software from a certain industry, revised the industry software in line with the company strategy, and then provided free software to the traditional sports service providers and helped manage them. Secondly, a real-time information system is built on the same information system platform, so that these service providers can truly become the service background, data source and service base of the enterprise. Thirdly, innovate the settlement mode of service providers, such as laying cooperative bank POS machines, connecting service providers and enterprises, integrating credit card management platform and expanding the scope of cooperation between service providers and banks. Finally, cooperate with the related group buying platform to build a large platform for sports service, while utilizing the quality service resources of group buying platform.

Cost four: product positioning and reconstruction. Internet products are an important part of O2O spanformation. Only products that meet the needs of Internet users can bring first-rate experience to users, bring new customers and increase user stickiness. The product design of traditional enterprises is mainly aimed at customers, so I just sell the products, no matter what happens in the future. The Internet companies are different, they are more concerned about the user, product design must focus on this point.

The company analyzed the behavior of Internet users in their service market, commissioned research companies to conduct professional research, and grasped the first-hand data of user needs. They found that in the Internet environment, users' consumption habits have changed greatly. The decision of user experience is no longer a price factor, but a real-time inquiry, social networking and online booking. On this basis, prices are traditional factors. As a result, they upgrade the existing Internet platform's product function and technology, which is mainly reflected in the spanition from traditional e-commerce platform to sports social platform. Launch the social product function, spanition to the sports social business platform, expand the scheduled type, enrich the product line, open up the membership system, develop the registration system into a registered user classification system, increase the membership system of individual members and enterprises, implement the detailed management of target users, invest heavily in strategic assets such as cloud computing, planning and statistics of the IT system, and ERP plan, so as to ensure that the core competence of the enterprise is not easily imitated.

Cost five: reconstruction of marketing means. The marketing promotion mode of traditional enterprises is no longer suitable for the Internet age. It is necessary to reconstruct the marketing mode in the era when the market and products are both hard.

The company used different promotion strategies at different stages of marketing, and played a two line combination of online and offline. At the stage of marketing and promotion, take "offline" On-line "That is to take full advantage of the advantages of the enterprise line and bring the offline users to online development. In addition to placing publicity materials, posting 2D code, advertising and other traditional offline promotion modes, it also launched partners' endorsement for the company, recommending a user downloading APP or paying attention to WeChat public number, giving a certain amount of reward. With the advantages of its network platform, do online and offline joint marketing. Partners will provide their free experience vouchers issued through offline channels to the enterprise, which will spread the free experience through APP and WeChat platforms, and online consumers can apply for free experience through the Internet, bringing online target groups to the offline venues. On the other hand, as long as it is a member or registered user of the enterprise, the membership price of the venue can be enjoyed when the partners consume. To give preferential treatment to online products, encourage users to book and pay through the network platform, that is, "online to offline". Based on this, a large number of consumer behavior data can be collected. Through big data technology, mining and analyzing consumer's consumption information and organizing reasonable marketing can greatly improve the pertinence and effect of marketing.

All these are the costs that traditional enterprises must pay for O2O spanformation. They may cost a lot and invest a lot. But once these links are opened up, the real spanformation will bring about rapid development. "