First, the trend of traditional marketing is gone.

No matter in which industry, traditional marketing can not find "potential", mainly in the capital market. If your business model is still the same, such as production, processing, products, investment promotion and advertising, it has already become the activity of traditional enterprises, especially large enterprises, and you will do it with your eyes closed. Everyone suddenly felt tired and found that they were not excited. No matter what kind of successful training, it is difficult to inspire the team's fighting spirit. This is the biggest problem, which marks the end of traditional industries.

Nothing is afraid of being small, and I am afraid that there is no potential. Xiaomi Leijun said that standing on the tuyere, sows can fly to the sky, and the tuyere is the potential. Without this potential, the enterprise is a pool of water, which is very terrible. How to find the development trend in full swing is the biggest proposition of all traditional business owners.

Second: no transformation, etc. And the transformation is afraid of turning.

Transformation, this word has been rotten in 20 13, but these two words are really related to business students. Especially for large enterprises, enterprises with annual sales exceeding 100 billion rely on traditional channels and teams, so it is impossible to talk about transformation. Can you turn it? It's hard. Nokia's corporate culture, management norms and patent innovation are among the best in the world, but why did they disappear? The answer is simple. Nokia has disappeared with the times that made him.

For enterprises, there are two kinds of transformation. The first is forced transformation. When problems are concentrated and cannot be solved, enterprises are forced to transform. This transformation is costly and painful, but it will definitely die without surgery. The second transformation is predictive transformation, which is the strategic insight of business leaders. Such entrepreneurs are scarce. For example, when IBM sold the PC business to Lenovo, it sold a high price in advance when the PC was almost worthless. IBM completed the transformation ahead of schedule and was very successful. But this kind of entrepreneur is rare in the world.

People are often reluctant to give up their past success and glory. Nostalgia is human nature, but business cannot be nostalgic. Li Ka-shing warned his son never to like any industry or enterprise. Often when you are emotional, it is the beginning of failure.

Third, the senior executives of traditional enterprises are older.

The average age of bosses in traditional enterprises in China is over 40, and the senior managers are over 35. These people are experienced in the traditional marketing field, but the problem that comes with them is that they are not proficient in the Internet. The biggest obstacle to enterprise reform lies in these two people, and the bottom employees are all young people, so there is no problem.

Executives over 40 who work in traditional enterprises may face the risk of unemployment in the next three years, which is a high probability event. An enterprise, or a person, often fails because of what is successful. Who can bear the risk of letting the boss replace a group of senior executives and then introduce a group of young people? The consulting company can't, and the company itself is shivering. Therefore, this is the contradiction and pain of enterprise transformation.

For emerging Internet companies, they have no historical burden. They can go into battle lightly, but not traditional enterprises. What should they do with hundreds of distributors on their shoulders? This is the most painful place.

Fourth, traditional entrepreneurs have no concept of online marketing.

Traditional entrepreneurs are not sure about the Internet, especially many bosses don't have WeChat or Weibo on their mobile phones, so they have no sense of accomplishment. There is a wall between new things.

In fact, traditional entrepreneurs feel right. So far, Internet e-commerce has not generated 65.438+0 billion entity groups, and only a few new companies have done it, such as Lei Jun's Xiaomi mobile phone. The enterprises on Tmall and Taobao are mainly self-employed. If we want to transform Lu Hua, a tens of billions enterprise, we should tell him the tens of billions Internet operation mode, otherwise small-scale network marketing will not arouse their interest.

Behind the bet between Lei Jun and Dong Mingzhu 1 100 million is the collision of old and new thinking. Lei Jun's model is fan economy model; Gree's model is the traditional industrial chain model. I don't think there is an answer to who wins or loses. Gree has accumulated a huge amount of wealth, including 654.38+000 billion in tax payment alone. If you want to transform, it's too easy. After all, Gree has an after-sales service system all over the country, which cannot be solved by the Internet. Therefore, Lei Jun can sell mobile phones that don't need service, but it is a bit difficult to sell air conditioners that need after-sales service.

I have met many entrepreneurs who generally know nothing about online marketing. Entrepreneurs are afraid to invest in uncertain things, and risk is their first consideration. Therefore, I think there is only one way for entrepreneurs to have a good understanding of Internet psychology. They should go into the water to play online and pay for tuition.

Fifth, mistake the network as one of the sales channels.

I talk to many traditional executives about the Internet, and a large part of them regard the Internet as a channel. For example, the bull socket I used to serve, from 300 million to more than 300 million in four years, took the traditional distribution route. Is it safe? It's not safe at all Although our creative "safe socket concept" is very useful in the traditional market, today's times have made bulls very dangerous. For example, if Lei Jun discovers the high profit of small sockets and comes up with a more beautiful design at the ex-factory price as the retail price, the distribution channel of Bull will be full of sorrow. In other words, Internet is a sales channel, but Internet thinking is a new business model.

As Ma Yun said, traditional enterprises often can't see the Internet model first, then look down on it, and finally it's too late. Many traditional enterprises are doing this, and the future is really dangerous.

Sixth, the traditional marketing ideas is deeply rooted.

Facing the future, I would like to advise all traditional entrepreneurs: don't use the known to deny the unknown.

For example, traditional marketing, products need advertising language, and unique sales ideas need to be refined, which have formed a mindset, especially graphic design theory. But we find that the power of advertising language in promoting products is getting worse and worse. Do you remember what the slogan of Xiaomi's mobile phone is? Can you recall the slogan of Apple's mobile phone? But both brands have become great.

There are still many traditional enterprises doing internet marketing with traditional thinking, which is a terrible thing. For example, Ma Yinglong (600993, Share Bar) made a video advertisement "Ode to Joy" and put it online, thinking it was online marketing. In fact, tradition can no longer be traditional, and the sense of innovation is very weak. This is a typical traditional way of thinking and innovation.

In fact, you don't have to sell it online, but you have to use the way of thinking on the Internet to sell it! What is the Internet mode of thinking, that is, the mode of thinking that integrates with the target group, namely C2B, eventually forms a fan economy and establishes an enterprise's own fan empire.

Seventh: products are becoming more and more difficult to sell.

Check online. The snacks of the three squirrels sell well. The animation of packaging design and sales language is full of innovative spirit in the Internet age. In fact, the nuts inside are no different from those sold on the street. Then why do consumers flock to it? Because today's younger generation is not buying products, but buying a kind of spirit or fun.

Traditional food is becoming more and more difficult to sell, especially many traditional food enterprises with a long history are still engaged in cultural packaging, which is driving enterprises to a desperate situation. Enterprises in China and China should never sell the traditional culture of the past again, which can be used as the background of brand stories, and can never be the first appeal.

Liquor is a typical seller of traditional culture. What is the result? Liquor stocks were halved by the market, not because of alcohol restriction, but because the road to selling traditional culture came to an end. Jiang, who put forward the concept of fashionable liquor, cut into the traditional culture and only spoke to young people, with a sales volume of hundreds of millions, which made traditional liquor incomprehensible.

The future must be creative culture, not traditional culture. Products must be full of human feelings, not self-exaggeration and packaging. Products must become worms in consumers' stomachs to be successful.

Eighth: Five-year strategic planning is meaningless.

Ke Fan once said, I never know what will happen on the Internet tomorrow. He's right. It is meaningless to make a 3-5-year strategic plan in the Internet age. He is deceiving himself.

Today, you see that Alibaba is very popular. It may not be the year after next, but it may be replaced by WeChat. Tencent once engaged in an e-commerce similar to Alibaba, but it failed. Today's WeChat succeeded. Therefore, under the ever-changing Internet, only by making an effective 1 year strategy and changing the strategy and tactics once a week can enterprises keep pace with the times. Therefore, in the Internet era, enterprises will be more and more tired, because the comfortable days of the traditional enterprise era are gone forever.

So I often advise traditional entrepreneurs that there are two ways out in the future. The first way out is to sell their enterprises quickly, just like IBM sells PCs in advance. Now they can sell at a higher price, but they can't sell it in another three years, and then invest their money in young people as their shareholders; The second way out is to take the risk to transform yourself, learn from Shi Jian, and you can also engage in the Internet at the age of 80, provided that you have good products.

Ninth: creativity that does not understand the business model.

Because the Internet world is flat, there is no regional market. In the traditional era, you can also be the boss of regional brands, and there is no such opportunity on the Internet. Therefore, a business model can only survive one enterprise, which is why Tencent failed to imitate Alibaba. Conversely, Alibaba imitates WeChat to communicate, and I am not optimistic.

Whether we can directly face consumers and come up with new business models is a test of the transformation of all traditional enterprises. The future is the era of direct selling, and channels will inevitably die out. Three direct selling modes will be popular all over the world, namely, Internet direct selling, online direct selling and community chain direct selling. Without these three direct selling modes, traditional enterprises have no other way out.

The era of large distribution will not exist in the future, because the existence of channels is caused by the underdeveloped logistics and information in the past, and the value of channels is gone today. Consumers will not pay for the channel cost, consumers need to buy the ex-factory price, which is the value of Alibaba.

Therefore, traditional enterprises must think about how your products can directly reach consumers who like you, so that they can put it down and spread it widely.

The tenth: 20 14 is a year to test the boss.

20 13, to be exact, in the second half of the year, made many traditional domestic enterprises wake up, start to worry and start to hesitate, because we have no lessons from the past, only past experience that no longer works. 99% of the success of an enterprise is attributed to the boss; 99% of the failures of an enterprise are attributed to the boss. 20 14, the test is the boss. The times will mercilessly eliminate the so-called traditional entrepreneurial stars, constantly innovate the novel and even novel business model of generate, and grassroots entrepreneurial heroes will rise.

For traditional enterprises whose scale exceeds 1 100 million, transformation is the most difficult, but because of the money in hand, once you make up your mind to transform, the probability of success is great; On the contrary, for small and medium-sized enterprises below 500 million yuan, there are opportunities for overtaking in corners that subvert the industry. The boat turned around, found the right business model, developed good products, and became popular overnight.

In the Internet age, all industries can't stay out of it and must be transformed. Turn, turn. If you don't turn, you have to turn Forced transformation will exert its power, regardless of people's will.

20 14 is destined to be the first year of transformation of traditional enterprises in China!

Taizhou taorui network technology co., ltd