The poor online transformation experience of traditional enterprises

Xiao is a pure Internet company executive who works in a virtual community. Under the entrepreneurial wave of "internet plus", Xiao was poached by a traditional business owner with a high salary to help build an e-commerce. After joining the company, Xiao found that the new boss is a local tyrant who works as a supermarket chain in second-and third-tier cities, and his confidence in his offline success is also rooted in the field of e-commerce that he has never set foot in. The boss thinks that e-commerce is actually no different from his offline development, just changing what he wants to do online. Little A had a hunch that this might go wrong.

The boss can actually carry everything he thinks, because many times, although he is very interested, he has no energy to intervene in any details. But then I met the running-in problem between the newly formed team and the original department staff, which was extremely serious.

One of the problems is the imbalance of remuneration. The boss offered a market incentive price to the backbone or professionals in the newly formed e-commerce team, but it was much higher than the salary of his original team. And this sensitive piece, in the private enterprises that have been operating for nearly ten years, has almost no secrets. When most employees know that the salary of this team is higher than that of other departments, even the aunt who sweeps the floor (the boss's related household) wants to join in the fun and stuff a child into this team. When I was young, I experienced the pressure of being envied and hated by the whole company.

The second problem is communication. The average age of newly formed team members is not over 30, while few people in other departments are under 30. Their origins and identities are complicated, and many of them are nepotism. Although the e-commerce department is established independently, it actually has to deal with the departments in the whole company and even in the field, from supply to finance to procurement to sales to channels. Three months later, the team of 15 people left three people, the youngest one. They said, "What you did was really nothing."

Usually, the boss doesn't want to see any online promotion plan, but only asks "how much can he sell in a month" and "how much can he earn". Then compare the data of the simplest thick line online and offline. Sometimes compared with it, I think it is quite cost-effective. Although the personnel cost is a bit high, it seems that there are a lot less miscellaneous things than offline, and the cost and personnel mobility are not too great, so it is not so troublesome. At this time, he will be happy, and some essential network promotion budgets will be approved. Sometimes I feel that it is not cost-effective, so I don't approve anything. He is not satisfied with what Team A wants to do. The whole team was shrouded in a high-pressure atmosphere, and so on, two people left. At this time, the difference between offline and online led a department to go to the boss. Although Xiao Ah has repeatedly said that it has little impact, they are doing offline regional traffic, but all products promoted online are forced to restore the original price, and the monthly sales volume has dropped sharply. At this time, the whole department was deeply powerless.

In desperation, Xiao had an in-depth conversation with his boss, and he initially agreed to the network marketing plan of SGX. But at this time, Xiao made another mistake. Just because the boss agreed doesn't mean everything is fine. He ignored the department boss who should communicate or strive for resources most, and decided to implement it. This enterprise is not flat, no matter how small it is, it is as deep as a pool. The establishment of the e-commerce department has brought competitive pressure to the most critical and powerful offline sales. They and other teams of the company have been running in for more than ten years and are mutually beneficial. The intervention of the new forces is like sticking a needle into the mud, which is either resisted or swallowed up.

I consciously lack the level and experience between the traditional industry enterprise thinking and the mission of the e-commerce department, and I can't reach the ability to lead the team in a complex interpersonal environment and lack the ability to resist pressure. Despite the boss's sincere retention, Xiao resigned and left.

Case study of market research 4

Last year's hottest 82 10 mineral water, how are you today?

"Last year today, in front of this door, peach blossoms set each other off. People don't know where to go, and peach blossoms are still smiling in the spring breeze. " It is appropriate to write 82 10 mineral water by borrowing the poem "South Village of Capital" written by poet Cui Hu.

I vaguely remember that at this time last year, 82 10 mineral water popped up like a spring breeze in the industry overnight, claiming that the dealer conference signed 2.6 billion orders, which can be described as infinite spring breeze. Several friends around me are also involved. At that time, I happened to be at the scene of the grand new product listing event held at the Beijing Convention and Exhibition Center, which was really shocking. Jimmy Lin's endorsement is very popular, and with a strong global concert lineup, the mineral water market suddenly shines. It can be said that the appearance has blinded many people's eyes and made many dealers "fish in the net".

At that time, a friend asked me what I thought of 82 10, and I directly replied that I was not optimistic. But before I finished, he began to tell me how good the water was-small molecular water from ancient volcanic rocks; Moreover, the packaging is fashionable and the price is reasonable-the price in 3 yuan is more reasonable than that in Evergrande Ice Spring, which can be said to be an aquatic product made on Evergrande's shoulders; Coupled with vigorous promotion, how can such a product not be successful? So I asked: What does 82 10 mean? He said it was a rare and rare water source sealed in volcanic rocks, and the water age was 8000 years. This water source was buried in volcanic rocks1.300 million years ago. After testing by the Ministry of Land and Resources, the water age of the sealed volcanic rocks is 82 10 years (270 years), so it was named "82 10". Well, this is the good water in China that has been sealed for 82 10 years. Are you sure it won't be considered as the world's good water from the plateau at an altitude of 82 10 meters?

The battle-hardened old dealer fell into the "gentle trap"

In fact, 82 10, which is said to surpass Evergrande Ice Spring, has not been as successful as expected after one year of operation. So much so that a dealer friend told me at the Nanjing Autumn Sugar and Wine Party that it was a concert in Jimmy Lin that promoted the sale of water. Unfortunately, the planned more than 20 concert tours around the world have not been realized, otherwise it would not have lost hundreds of thousands. He believes that Jimmy Lin's global tour cannot be promoted because the military parade does not allow collective activities. In fact, I really wanted to tell him at that time that products like 82 10 would be "fierce" as soon as they came on stage.

First of all, as far as the concerts they like to bring new products for sale are concerned, they look novel, but they are basically castles in the air, which shows that they have no idea how much money and resources a concert needs to organize, and how a manufacturer can implement it! Any concert, if there is no operating income of 5 million, is basically losing money to buy wine to drink. What's more, it is impossible to hold more than 20 games nationwide. In the first Good Voice Competition, Yang Kunla said that he would hold 38 concerts all over the country and promised that students could go to his concerts. What was the result? It was over after a few games. To put it bluntly, I just don't understand the concert economy at all. We once planned a10 billion dollar enterprise and wanted to tour the country with the stars. After calculation, we have to give up because the cost is simply unsustainable. A mature enterprise can't support such activities. How can a newly launched new product achieve this goal?

Therefore, it is impossible to make a national tour concert in time and space to boost market sales, and more importantly, it cannot be supported financially. Even if you can get the money, the stars are people, so where do you eat and disappear in China every month? Therefore, to put it bluntly, enterprises "fool" dealers to make more money, and then give you a concert when realizing the distribution rate and sales volume.

Most dealers are so "fooled to death", which sounds really funny. No wonder some people say that flicker is productivity, and it is! How can a senior banker like my friend fall into the gentle trap of 82 10 without such a big bluff? There are so many good products in China that he doesn't like them because he can't "fool".

The root of the product is wrong, and everything is in vain.

So many people will ask, is 82 10 really a mistake that the concert could not be held because of the national military parade? If so, 20 16 will continue to complete this unfinished business, and the enterprise and distributor will do it again. Let's continue to make purchases, and on the basis of the failure of Evergrande Ice Spring, take a successful road of 3 yuan mineral water!

But the reason why I dare to say I don't like it as soon as 82 10 comes out is because I know the market of mineral water and pure water too well, so I dare to judge the success or failure of new products so arbitrarily.

Judging from the overall operation of 82 10, it is a product with quite incomplete strategy, so it is doomed to its fate today, but I didn't expect it to be so fast.

First of all, 82 10 is wrong in brand naming. Since we want to be the leading brand of mineral water market in 3 yuan, we should become baton in the high-end water market above 3 yuan price such as Kunlun, 5 100 and Evergrande Ice Spring, and the low-end bottled drinking water market below 3 yuan price such as Nongfu Spring, Master Kong, Ipoh and Baisuishan. Then you can't be like anyone else in brand naming, otherwise you can't be yourself and will always be the shadow of others. In fact, 82 10 died in brand naming first, because it was too similar to 5 100, but it was not as good as 5 100 at all. Such a brand does not have its own height, and it is difficult to achieve its own status. 82 10 No matter how you say that you have sealed the volcanic rock for 82 10 years, most consumers will still think that you are from mineral water at an altitude of 82 10 meters! If you don't explain, people will naturally think so. If you want to spend more energy to explain, then this is a great failure.

However, my friend said at that time: Only 5 100 can sell the 3 yuan price of 82 10. Well, since you think this brand environment is more favorable and you can get your own price by relying on big trees, then I am completely defeated by your naivety!

If the naming mistake of 82 10 brand is a bit far-fetched, let's take a look at the core concept of volcanic water in 82 10, which they are proud of! To tell the truth, this is an extremely ridiculous concept. Seriously, people will think that running water does not rot. Your water was sealed by volcanic rocks for 82 10 years. Can I still drink? Just as experts question Wahaha oxygen-rich water, does the stomach need to be perforated because the water contains oxygen? It's impossible not to really believe a fool like you. Excuse me, what kind of rocks on the earth have a long history, and the water sealed in your rock layer is better? This is not much better than the water filtered by alpine rocks and the water infiltrated by volcanic rocks in Changbai Mountain. It's just parroting. So buying water sealed for 82 10 years as the core is invincible in the whole universe, which is simply stupid.

An unsuccessful brand concept is not because it is not unique enough, but because it is not worthy of being perceived and trusted. So this is basically a selling point of failure, so it is doomed to failure.

In addition, its auxiliary concept "natural small molecular mineral rich in water" seems to have found the concept of water in 82 10, but the concept of small molecular water was played badly by experts around 2008, and CCTV also exposed the concept of small molecular water for this reason. This is complete nonsense. Therefore, the selling points of 82 10 brand are all based on mistakes. 82 10 tells us with facts that the wrong method based on the wrong foundation is doomed to seek fish from the edge of the tree. Only by finding the right way on the wrong road can we succeed.

The name is wrong and the concept is wrong, but we have Jimmy Lin, we have more than 20 concert tours around the world, and we have aerial bombing by CCTV. The 82 10-year-old small molecule mineral-rich water sealed by volcanic rocks is believed by others after several times. But, I want to ask, where is the water of 82 10? Doing high-end water is basically the water source that determines the body. Nongfu Spring can become the leader of mineral water because it has spent more than ten years educating consumers and emphasizing water sources. Only by mastering the water source can we master the future. This is the insurmountable bottom line of bottled water industry, and no small molecule or molecule can leave the water source card.

Where is the water of 82 10? Is it from Bama, the hometown of longevity in Guangxi? Or the Qinghai-Tibet Plateau from the roof of the world? Or the world's three best aquatic products produced in Changbai Mountain? The answer is: We are from Yongnian County, Handan, Hebei Province! People all over China know that Hebei is the most polluted. People all over the country will still believe that Handan is rich in pm2.5, which is easy to suck and even people in Handan will laugh. Therefore, from the origin of mineral water, it is hard to say how good the water here in Handan is. It is said that 82 10 is a small molecular mineral rich water that has been sealed for 82 10 years. We will believe you for a while, but it is said that the water in heavily polluted cities is good water in China, and people all over the world will drink it.

The concept of taiji water can only be successful if it lands in the hometown of longevity.

So why did 82 10 mineral water fall to today's level in just one year? It can be said that one mistake after another was made from brand naming to brand concept, from product origin to marketing means. Although the product itself has outstanding characteristics, the product pricing seems reasonable, the product tastes good and the promotion is systematic, but the product is fundamentally wrong and everything is wrong.

In fact, at that time, I suggested to my friends that Handan Yongnian is the hometown of longevity and the city of Taiji, and 82 10 can be further away, and there is still a chance. For example, it can be made into China Kung Fu Water, and longevity and Tai Chi culture can be integrated into it. Tai Chi longevity, soil and water nourish people, the truth can make sense. It has become the concept of mineral water in Changshou Township, which is "the south of Bama is immortal", and has been integrated into Taiji fitness culture and Kung Fu. And be sure to go to Handan, the place of origin, only to say that Yongnian County will be safer. This will enable consumers to identify with this water through Changshou Township and Taiji culture, which will make it easier to succeed.

82 10 gives us a profound truth that any product must have a good starting point before it can be planned. In the Internet age, every business is transparent, and you have no secrets from consumers. Therefore, anything you say must be based on truth and reliability, so as to win the trust of consumers, otherwise, you can only spit on it and abandon it. In the era of consumer sovereignty, only reputation can dominate the market!

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