Transformation Of Business Circle And Pformation Of Internet

Traditional stores: caught in a narcissistic, self seeking sense of existence.

The trouble of enterprise management is generally seen in this way: some things are time problems; some things are cognition problems; some things are technical problems; others are personnel problems.

While in

In the environment, the problem of "survival or destruction" faced by traditional stores is a collection of all the above problems. In a sense, the stores of traditional brand enterprises will not be pformed, upgraded, and will die.

I took the building materials market and noticed a lot of such phenomena: the decoration is getting higher and higher every year, but the flat effect is year-end. A touch screen is added here, where a large projection is added, and the consumer does not use it. Basically, it has become a display. The shop is bigger and bigger, flagship stores, shop shops and other editions are upgrading every year, but dealers do not applaud well.

Ask the people in the shop why, most of the answer is: all bought online.

But we think in turn: geographically, the closest to consumers is stores, not electricity providers; psychological, the most diversified consumer perception is the store, not the electricity supplier; socially, more contact with external social resources is the store, not the electricity supplier; on the performance, the most able to face the customer service butt is still the store, not the electricity supplier!

Where are these children's work done now? Where are the core problems?

In my opinion, the essence of the problem is that the stores of traditional brand enterprises, from strategic planning to functional design to daily operation, almost fall into the strange circle of narcissism, self closing and self seeking existence. Among them, they are: emphasizing the brand, ignoring the users, emphasizing the traditional terminal management, reducing the needs of the new consumers, improving the efficiency of the store, ignoring the development of the business circle, emphasizing the technological sense of hardware and specialization of communication content.

The collection of these ills, before the 1980s and the two generation of the main consumers, the traditional enterprise owned gold signboard, has long lost the role of amulets.

In a word, if you carry it, he will ignore it.

In tradition

The store has three functions: radiation business circle, sales realization and brand service.

Nowadays, the traditional marketing mode is changing to the "full channel and full contact marketing mode". The store is still the most important consumer contact. Its three original functions will not only be reduced, but it can use the Internet technology to communicate with all kinds of consumers, giving full play to its ability in the first time, the first scene and the provision of diversified services, so as to realize its "functional survival".

In essence, the geographical attribute of a store is business circle, and its demographic attribute is consumer behavior.

Behind a store is a group of business circles and several types of people who have similar habits of consumer behavior.