"One Center, Two Basic Points" of the Internet Development of Traditional Enterprises

China Coatings Network
: Originally we put the application and development of the Internet are called e-commerce. Ever since Premier Li Keqiang proposed the concept of Internet plus, people all over the country have been excited about the arrival of a new era. But in the concrete practice, also encountered a little trouble: how to understand this "Internet plus"?
we see some people still arguing about whether it's "Internet plus" or "Internet".
In the past, our enterprises to do e-commerce, although also anxious and anxious, but at least some still know what to do, such as the establishment of an e-commerce department, in Tmall JD.com to open a flagship store and so on, so e-commerce will do it. Of course, as for how well it is done, it's another matter.
but now, it's time for the Internet plus! What the hell is this Internet plus? How can our enterprise realize this "Internet Plus"?
I have proposed the "four basic principles" of the internet development of our traditional enterprises: a fundamental purpose; This is to enterprise as the main body, to explain the development of enterprise Internet needs to pay attention to several major aspects. When the "four basic principles" were put forward (probably in the first half of 2013), it was generally accepted that "the development of the Internet is to do e-commerce" era. My main task at that time was to try to analyze and explain the Internet development of traditional enterprises, not only limited to online sales, but the need to completely transform the Internet of enterprises.
now the question is: what is the nature of the Internet when we say the Internet is transformed? What are the specific goals of Internet transformation? The answer to these questions may deepen our understanding of the concept of "Internet Plus", especially the development of our enterprise "Internet Plus", with a specific direction of development.
here we propose a new concept called "two basic points of one center". A central function of the Internet is information interaction. This is the nature of the Internet; two basic points, namely, the goal of enterprise Internetization, are better user experience and greater operational efficiency. With "one center two basic points" to sum up, mainly to facilitate everyone's memory.
a center: information interaction
first, "a center" is to answer "What is the nature of the Internet?" The problem, pointing out that the central function of the Internet is information interaction.
Reality, we have too many concepts about the Internet, what "Internet thinking", what "O2O", "B2C" "C2B" model, what "social marketing", what "mobile Internet strategy", what "micro-stores" "micro-marketing", and so on. It's really colorful and dazzling. The vast majority of businesses don't know where to start their "Internet Plus" journey.
, it's important to understand the nature of the Internet, which is at the heart of our "Internet Plus" strategy.
no matter how many bright Internet concepts we have around us, I think the most basic concept of the Internet is the interaction of information on the Internet.
I have analyzed, home building materials group buying model, was born in the early Internet BBS forum. Some users find common purchasing needs and unite to ask merchants for more discounts. This is the result of information interaction between users. Interestingly, at an Internet forum in early April, Mr. Wu Chenxuan, chairman of TATA Woodgate, also gave a vivid account of how TATA Gate users in the early years "conspired" to get higher discounts from TATA through BBS.
e-commerce, which we are familiar with online sales models, is in fact the product of information interaction: information interaction between users and merchants, information interaction between users and users. Here, we should pay special attention to the user-user information interaction, because it is with this information interaction characteristics, e-commerce began to break the traditional business information opaque disadvantages. This is a major step forward in business civilization.
, whether it's the traditional Internet or the mobile Internet, the essence is information interaction. If you can't see this essence clearly, follow the wind to move hard set this model that model, is destined to be Sherburn on the wood.
, for example, recently seen experts who have just moved from tradition to the Internet to promote the advantages of a community-based business model and encourage traditional businesses to transition to the mobile Internet. In fact, the essence of community-based business, is still information interaction, mobile terminals play a role, just make such information interaction more effective. If we only see these phenomena and do not pay attention to the essence, we can only chase the appearance and not understand that the essence of community marketing is to build a new type of user relationship through information interaction, and therefore can only follow the trend and not lead. And once a new form of information-based interaction appears, companies will have to start a new business and start chasing new trends again.
, for example, many companies are now engaged in "O2O" projects. Often the project started, but found that I do not know where to start. The key question is, or was I asked in April 2014, "Where's that O on the line?" "Want to and e-commerce platform jointly engage in O2O, but the other side to do O2O closed loop, the flow back to the line. Nor does it seem to be the O2O model envisaged by the enterprise. So, the question comes: what exactly does the enterprise's O2O do?
question is really hard to answer, but it's almost inexplicable.
but if we take the problem a step further, the question becomes: Why should we do O2O?
, we're actually starting to lift the coat of O2O mode and explore the essence of this O2O model. O2O was originally an online e-commerce platform for offline physical experience and service needs of the business extension. But when we look for Internet development based on offline brick-and-mortar shops, and then use O2O mode, we find that we have lost our way: Where is that O on the line?
if we don't return to the nature of the Internet, it will be difficult for companies to find the direction of Internet development, and they will lose their way in this seemingly correct O2O model. The essence of the Internet is the interaction of information on the Internet. Through information interaction, enterprises can gather user traffic, can give users a better product display, can provide better purchasing services, can improve the conversion rate of customers, can improve product design efficiency and level, and so on. At this point, will we care what O2O?
quick-thinking friend has come to understand: Are you talking about terminal re-creation again?
is a drop. But it's not that I'm going to talk about terminal re-creation here, it's that when we talk about the development of corporate Internet, we don't seem to be able to avoid this topic at all.
we see the difference between terminal re-creation and O2O mode: O2O mode is based on some kind of Internet mode, while terminal re-creation is based on the nature of the Internet. Who is good and who is bad, naturally at a glance.
, for example, there are some people who are promoting the customized C2B model, which they say is a trend in the development of the Internet. However, if we communicate more with Internet users based on the characteristics of their interaction with merchant information, we may be able to establish a new user relationship and gain more user participation, rather than being limited to some kind of rigid and customized model. If we take this personalized C2B mode rigidly, it is easy to go astray and fall into the trap of mode for a certain pattern.
two basic points: a better user experience and higher operational efficiency
"One Center" solves the problem of understanding the nature of the Internet and using the central function of Internet information interaction to realize the enterprise's "Internet Plus" strategy. After solving the "what to use" problem, the next thing to solve is the "what to do" goal problem. These are two basic points of Internetization: a better user experience and greater operational efficiency.
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