Why do every company have to do e-commerce?

Learning sociology has allowed me to establish a basic point: that is, don't believe in any "anti-humanity" conclusions, which is in line with human nature is the highest standard. There is a saying in sociology that is, any effort to fight humanity, the victory must be It is human nature.

After graduating from Peking University, I went to work in Motorola and worked as a strategic manager in the strategic planning department. Fortunately, the boss is a Drucker fan who will open a luncheon for Drucker every weekend. From Drucker, I realized that it is the company that creates customer value. Any business success that goes against customer value is destined to be short-lived.

Three years ago, Sien Consulting, which I served, began to transform into an e-commerce company, doing O2O training and consulting (online and offline). We are the first company in the industry to launch the Apple APP. Deep understanding, but still does not surpass the two basic points of "humanity and customer value."

Last time in the presidential class of Sien, some customers asked me if the miracle created by Tmall Taobao’s “Double Eleven” 19.1 billion yuan sales would be a bubble like the PV industry. I will answer with certainty, no!

Why am I answering this? The reason lies in the above basic point: What is the relationship between photovoltaic and human nature? What is the relationship between PV and customer value? Development of photovoltaics makes us personally free? Is the development of photovoltaics reducing the price of electricity at home?

First, e-commerce and humanity: diligence is social, moral, lazy is humanity

Is e-commerce related to human nature? Too much to say, those who say that the power of online shopping is cheap, far from seeing the more essential side of e-commerce, that is to satisfy the greatest happiness and enjoyment of human nature: "lazy." It is because from the perspective of sociology, diligence is more social, moral, not human, and laziness is human.

90% of the scientific inventions in ancient and modern China and abroad originated from war, but more than 90% of scientific applications are satisfying people's enjoyment of laziness. Think about it, lying in bed, using a mobile phone to solve most of the problems in life, and then what time do you want to do, is this not a kind of happiness?

From this humanity point of view, I have judged that e-commerce is unstoppable, because the power of humanity can never be hindered. Wanda is bound to lose to Tmall, because it is "to enjoy hard work" to go shopping, to Tmall shopping is "to enjoy laziness", you said, who is the final victory?

Of course, you can also say that the live experience is also very important. Yes, the word "also" clearly states the important order: the offline experience is for online purchases, and the offline Wanda is for online cats, which is Wanda in double eleven After that, I immediately announced the reason for entering the "online commercial complex."

Therefore, I believe everyone will understand that e-commerce is not a tool, e-commerce is a part of human nature. Therefore, online shopping for all is only a matter of time. Not to mention that industrial products are not likely to be e-commerce. Industrial products are more suitable for online sales due to their standardization and bulk. In this case, please remember the bosses of each company, don't find any reason for not doing e-commerce, do not do e-commerce only to explain that, you have no strategic vision!

Second, the value of e-commerce customers: too much industrialization level wastes customer value, e-commerce allows manufacturers to directly connect customers

If we analyze the development of the past two hundred years, we will find that the biggest feature of the industrial revolution is two: the first is that distribution has defeated direct sales, and the second is that space has overcome time. The advantage of distribution over direct sales is that the establishment of a specialized division of labor, the disadvantage is more and more links.

What does the link mean? This means that producers can't make money, consumers can't save money, and middle channel providers are making money. The most typical is China's clothing industry. Almost all clothing companies are losing money, but clothing retailers are making money. What is the customer value?

What is the concept of space over time? Because the purchase must be carried out in the mall, the rents in the central store are getting more and more expensive, so people's traffic to the central mall is blocked. Conversely, because of the scarcity, everyone’s minds are highly recommended for high-rent stores. So the so-called first-class brand is nothing more than those who can afford to pay high rents and thus control people's choices. I have mentioned the example of Belle, from which you can analyze it yourself. What is the customer value?

As I analyzed in the past few articles about the relationship between Tmall and Wanda: The producer said that he did not make any money because the channel earned. The channel said that he did not make any money and was earned by Wanda. Wanda said that he did not make any money. He was taken away by the government from the land payment and tax social security. The government said that he had no money because the civil servants were too much.

Of course, this cruel ecology is not entirely the fault of the industrialization model, and the wrong system is the cause. However, the industrialization model and the centralized government are more likely to coexist. It is an indisputable fact that the network economy and the democratic society are more likely to coexist.

Or, in the online society, the cost of corruption and centralization is very high. Look at the network's disclosure of various "cousin"? These disclosures also mean that e-commerce is not only a mode of making money, but also a new type of political ecology and commercial civilization. If the biggest enemy of today's consumer "customer value" is the government's inaction, then is it a traditional closed manufacturing industry or an open network economy that is more likely to destroy a corrupt government?

Third, C2B + O2O = "custom + e-commerce": Chinese e-commerce does not completely need to be made in China

When many people talk about e-commerce, they are actually using e-commerce as a tool. In fact, e-commerce is not a tool. E-commerce is a kind of subversion of the entire industrialization model based on humanity and customer value: no longer pursues “big production + big retail + big brand + big logistics”, but Supply chain integration based on personalized customization and flexible production.

In other words, the e-commerce that we are talking about today is not a simple business model, but an inevitable choice for China's low-efficiency traditional enterprises to transform into high-efficiency modern enterprises. Because this choice is human, it creates new customer value at a higher level.

This is the basic mode of e-commerce for traditional Chinese enterprises: C2B+O2O (Customer demand customized production, online and offline integrated operation). The C2B+O2O model redefines the concept of distribution and direct sales, and redefines the relationship between space and time.

This new definition does not completely negate the distribution, but proposes a definition of more customer value, that is, "C2B customized e-commerce", I call it the "Toyota lean production mode" of the Internet, the specific structure as follows:

Front-end customization: Each company no longer pursues the public, but in the pursuit of niche, according to the needs of the niche, design the corresponding products.

Operation of Toyota: Realizing small-scale, small-scale industrial production with lean production mode of “flexible + industrialization”;

Restructuring the supply chain: Reorganizing the supply chain on a global scale with the “prepaid + customized” approach, completely breaking through the so-called “Made in China”.

Keep in mind that once the front-end “pre-customization” is completed, in order to maximize customer loyalty, the company no longer seeks supply chain portfolios globally based on the maximum value of the customer. In particular, after the per capita income of Chinese cities and towns has exceeded 8,000 US dollars in consumption, I think that people will soon discover that the Chinese manufacturing that once was proud of will be eliminated by Chinese enterprises in the trend of e-commerce.

This is what I want to say. E-commerce is not a tool, and each company has to do e-commerce in the future.

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