Four traps for traditional enterprises to transform the Internet!

Traditional enterprises are seeking transformation, but there are very few successful cases of transformation.
There are four major pitfalls: unable to get rid of path dependence; ignoring user center; being too sales-oriented; forgetting product-oriented.

Under the tide of the Internet, especially the mobile Internet, traditional enterprises are seeking transformation, but there are very few successful cases of transformation.

What is the reason? Regarding this question, Pu Ge chatted with a friend who has a successful professional resume in a traditional industry two days ago.

Regarding the popular Internet transformation, Internet thinking, O2O and other concepts in the current market, the bosses of many traditional enterprises shout even harder than their Internet counterparts.

Take the O2O that Yiou.

However, these representative companies of O2O transformation have achieved very few actual results.
It is not a problem with the O2O concept itself.
One of the important reasons is that although traditional companies have changed their slogans, they have actually not gotten rid of their previous methods of doing things.
, That is, they did not change the path dependency.
The larger the traditional enterprises, the more "successful experiences" they have accumulated before, and the more difficult it is to completely turn around.

For most traditional brand owners, the path to success before is almost the same: open a business promotion conference, sell the goods to large distributors, and the large distributors distribute the goods to small distributors; spend money on TV commercials and find ways to enter the hypermarket.
In cooperation with the opening of some brand flagship stores, the sales performance of the products is generally good, at least from the perspective of the brand manufacturers, the goods have gone down.
However, the path of the Internet era is obviously different.
It is transparent.
It eliminates information asymmetry while flattening channels.
Obviously, it is difficult to continue the traditional methods before.
Traditional enterprises are stuck in the infinite entanglement of whether to give up the past successful experience.

Trap 2: Ignore User Center

It is very difficult for anyone to forget the past successful experience; in the past, traditional brand manufacturers dealt with large distributors, and it was half the battle to maintain the relationship with them.
Therefore, the vast majority of traditional brands rarely really deal with users, and the user center set up has almost become a complaint handling center, and they often adopt public relations methods to suppress negative aspects instead of choosing to communicate directly with users.

Being too far away from users has become one of the common problems of most traditional enterprises, especially as the younger generation affected by the Internet becomes the mainstream consumer, traditional enterprises are quickly losing their future.
Using traditional market research to capture market dynamics and trends is not only inefficient but also easy to be misled.
After the product is produced, it is discovered that it cannot be favored by young people at all.

The older generation of consumers seem to value brands (for example, they believe in “well-known trademarks”), but in fact they have a weak brand awareness.
This is related to the lack of materials in their era.
Therefore, the competition of traditional enterprises mainly focuses on channels and channels drive Brand.
But now is an era of surplus products and diversified channels, and the value of the brand should be paid more attention.
However, the method of building the brand itself is also changing.
Finding the target users of the brand and satisfying their needs will have the value of existence.
Moreover, as the individual needs of the younger generation become more and more subdivided, it is more urgent and important for traditional brands to establish connections with them.

Trap 3: Too sales-oriented

In the process of establishing connections with users, most traditional companies are often eager for quick success and quick profit, and are too sales-oriented to judge.
It is true that no matter whether it is O2O or omni-channel, the purpose is to promote performance improvement; but if it takes longer-term, the basic starting point of any enterprise is to meet user needs, and sales are a natural result of satisfying user needs.

Take the operation of social media such as Weibo and WeChat as an example.
Most traditional companies also have Weibo and WeChat, but they often find a third party to operate on their behalf.
The official content is strong and boring.
After operating for a period of time, Weibo and Wechat were put into the cold palace after it was useless to promote performance.
Obviously, it would be a big mistake to position Weibo, especially WeChat, as a sales attribute; as mentioned earlier, the biggest crisis for traditional brands is the lack of users and connections with users.

Therefore, when there is a platform directly connected to users, what we have to do is to operate users, encourage users to participate in activities by giving them a sense of honor, and truly listen to user needs.
Fans of a brand’s social platform are huge wealth, and their value is not how much sales they realize, but the help they can provide in store location, product design, and service improvement.

Trap 4: Forget product-oriented

Many brands are also giving up the past.
For example, the franchise system is gradually changed to direct operation, WiFi is provided in the store, and the publicity ability on social media is also good, but the actual effect is very average.
The reason is that many traditional companies have forgotten the product-oriented concept.
Whether it is offline or online channels, it must be based on the product itself.

The Internet is indeed a kind of advanced productivity, more efficient than offline channels; but from a sales perspective, its function is only to solve the problem of "the smell of wine is also afraid of deep alleys".
"Liquor aroma" is fundamental.
If the wine is not aroma, the negative impact caused by the Internet will only be greater than traditional channels.
Many traditional companies only see the more efficient side of the Internet, but ignore that the Internet is also more lethal.

Therefore, although the times are changing rapidly, no matter how they change, users' demand for good products will not change.
For traditional enterprises that are undergoing O2O transformation, they must first do a good job in the products and services themselves; then find ways to use the Internet to expand sales channels, maintain customer relationships, collect feedback and improve products and services, and realize product production to circulation and then Improved closed loop.
Yiouwang believes that the offline physical industry will remain the main consumer channel for the foreseeable future.
The difference is that the industry will survive the fittest, and those companies that adapt to the general trend and brave to change will become the winners.
 
Guangxi Ba Ba Network Technology Co.

, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.

Guangxi Ba Ba Network Technology Co.
, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.
Station, comprehensive coverage of Guangxi.
Join Chuan Xiu.
com, combine the website with WeChat, easily access the mobile Internet, and control the first business opportunity from time to time.
Guangxi Ba Ba Network Technology Co.
, Ltd.
was established in June 2014.
The founder of the company has extensive experience in the design and development of hundreds of websites.
The company’s main business is enterprise/industry website construction, software development, mobile website, WeChat application, micro official website, and micro mall development.
Origin Show.
com is our company’s flagship product.
It has been opened to more than 80 counties and cities in the district.
Station, comprehensive coverage of Guangxi.
Join Chuan Xiu.
com, combine the website with WeChat, easily access the mobile Internet, and control the first business opportunity from time to time.