Big data is often used as a marketing weapon, as Guo Peiyuan, general manager of Shangdao Zongheng, said in the "Top Ten" selection: sales data can create more value than sales products. Banks, telecom operators, e-commerce and cinemas with a large amount of consumer data have many successful cases in precision marketing. How should other companies innovate their business models through big data?
The application of big data by other companies is precisely the highlight of this year.
Xu Huchu, global partner of Silot, pointed out that big data will not only be realized on the marketing side, but also form industrial changes on the supply chain side, subvert the operation of traditional industrial chains, form a catalyst for industry evolution, and continue to play a key role in the process of more efficient business development and deepening.
Interactive topic: What do we live on in the world of Internet?
Wang Wei, CEO of Zhanlveda Consulting, saw that the future development direction of big data lies not in data mining technology itself, but in the commercialization of data applications. Mining the profit model from behind the data and grafting and integrating the data with commercial resources will become the key.
Global resource integration: private enterprises play the leading role
20 14 China enterprises show new characteristics in collecting global resources.
First of all, the trend of investment diversification is obvious. In the past, investment in natural resources such as oil, natural gas and minerals gave way to high-tech, telecommunications and retail projects. Lenovo's acquisition of Motorola's mobile phone business and IBM X86 server business is undoubtedly the most striking transaction this year.
Secondly, private enterprises become the protagonists. The number and amount of overseas M&A transactions far exceed that of state-owned enterprises, and the acquisition of technology, intellectual property rights, brands and other resources of overseas target enterprises continues to increase.
In addition, "new players" are constantly emerging, and the activity of private equity funds is greatly enhanced.
PE not only provided funds and overseas M&A experience and technical support for the sponsors of the acquisition, but also "went out to sea with them" and began to independently lead overseas acquisitions. Hony Capital invested US$ 654.38+US$ 500 million to acquire Pizza Express, a well-known British fast food chain, to help it explore the China market, which is one of the strategic understandings and integration directions reached by both parties.
Brand innovation: small and medium-sized enterprises begin to exert their strength
More and more China brands hatched on 20 14, and made their own voices to the world. Although they are still weak, they are determined to overcome difficulties and succeed. China enterprises have never had such a strong sense of crisis-if they don't make brands, they will only die.
Therefore, we can see that not only domestic leading enterprises are vigorously promoting their own brands, but small and medium-sized enterprises are also seeking brand strategies suitable for their own conditions. For example, at the global sources Exhibition, we saw that more and more suppliers no longer simply "take orders", but seek partners who recognize their own design and brand value, hoping to promote their own brands.
At the same time, the increasingly mature brand promotion channels such as social networks and e-commerce also provide more convenient conditions for China enterprises to carry out brand innovation.
Internet Thinking: "Invading" Traditional Industries
20 14 Internet "invades" traditional industries more and more frequently. Changes in banking, real estate, automobiles, agriculture, medical care and other industries are all related to Internet thinking.
Lei Jun, the founder of Xiaomi, the founder of Internet thinking, summed up the core of Xiaomi model in his speech at this year's Internet conference: with the help of the word-of-mouth model of Haidilao; Insist on making products as authentic as Tong Ren Tang; Then, like Costco and Wal-Mart, we will achieve high quality and low price through process optimization and model innovation.
A simple summary is the sense of participation, making friends with users and word-of-mouth marketing; Let users participate in product development and design; Use the fan effect to make a brand; Establish an interactive, one-to-one customer management system. This is Lei Jun's "prescription" for the transformation and upgrading of traditional enterprise Internet thinking.
Pan Shiyi, a real estate "red man", believes that the development of the Internet is de-intermediation, so the development trend of real estate is also direct and direct. "Enterprises re-examine users, products, marketing and innovation, and even the entire value chain and ecosystem", "Internet thinking is not a technical thinking, not a marketing thinking, nor an e-commerce thinking, but a systematic business thinking, which applies to all enterprises."
The Battle of O2O: Realizing Business Model and Business Model Reengineering
20 14, entrepreneurs emerge in an endless stream in online to offline. Community 00 1 and Aixian Bee take solving the last mile distribution of logistics as the breakthrough point. In addition, Internet giants and traditional enterprises have laid out the O2O market. First, JD.COM claimed to cooperate with 65438+100000 convenience stores to carry out O2O, and then thousands of SF hacker shops sprang up all over the country; There are also real estate developers represented by Vanke who also enter the community from online to offline, providing "five dishes and one soup" community supporting services: canteens, supermarkets, banks, laundries, pharmacies and vegetable supermarket chains.
Online-to-offline or offline-to-online diversion is only the initial stage of O2O. What enterprises really need is to use new technical tools such as Internet and mobile Internet to provide better user experience and higher-value services for customers, even those who were not originally thought to be customers, and realize the * * * enjoyment of customers and data and the collaboration of back-end supply chain, that is, the optimization of business processes and management modes. Of course, for some enterprises, it is more important to reorganize resources based on O2O, realize the reengineering of business models and start over. Xu Ning, a partner of Hejun Consulting, said.
Mobile marketing: communication speed exceeds expectations
Today, mobile terminal is undoubtedly a marketing position with huge market potential and attractive prospects, and the spread speed of mobile marketing is unpredictable by anyone. Only two years ago, people held a wait-and-see attitude towards mobile terminals, hesitating whether they should take a slice of the advertising budget for mobile platforms.
In the past two years, all kinds of mobile terminals have accelerated everything, and the scale of mobile marketing has doubled. In 20 13, 75% of the marketing budget was transferred to the mobile terminal, and the global mobile advertising expenditure reached1800 million US dollars, which more than doubled for three consecutive years. This trend will continue to intensify in 20 14 years, and the mobile terminal market in China will exceed10 billion.
Lean production: building a lean enterprise
If "lean production" first appeared on the list of top ten management practices in 20 13 because China enterprises closely combined the "value" of lean production with the "manufacturing" technology, then it is listed again this year because more and more China enterprises expanded the concept of lean from manufacturing functions to non-manufacturing fields such as R&D, finance and personnel management, and built lean enterprises on the basis of fully implementing lean management.
As Liu Chengyuan, chairman of How Loyal Resources said, lean production, as an advanced business philosophy, requires all employees to always take lean as their belief and cultivate a strong sense of problems and improvement. It promotes enterprises to move from low-level management to high-level management. In a word, lean production is an effective way for enterprise innovation management.
"If manufacturers can implement lean methods in financial, personnel management and global coordination activities, the enterprise will become a lean enterprise." What James Womach said is what China enterprises are doing.
Management of the new generation of employees: managers' adjustment ideas
This year, the topic about the management of the new generation of employees has changed from how to make the new generation "obey management" to "how to adjust the mentality and thinking of managers"
As Wang Wei, CEO of Zhanlveda Consulting Co., said, the root of the new generation employee management problem lies in the fact that the management style of enterprise executives is difficult to be compatible with the new generation. He Chunsheng, global general manager of Advantech Technology, pointed out that the information inequality between generations leads to the value collision between management and grass-roots employees, which in turn leads to management problems. Therefore, enterprises need to study the thinking of the new generation of employees in order to fully enhance their work efficiency and loyalty.
Liu Chengyuan, chairman of He Zhong Resources, suggested: First of all, we should respect human nature as the fundamental starting point and abandon all simple and rude management systems and behaviors. Secondly, we should learn to communicate with employees equally, make friends with employees, and actively respond to employees' multi-level needs. Third, build various stages for employees, promote employees to participate in various meaningful activities extensively through interesting operations, and realize the management of love (love equals attention and helps growth).
Platform strategy: subdividing professional platforms has broad prospects.
An enterprise provides a platform to connect more than two enterprises and build an enterprise "ecological circle". In March this year, JD.COM went public in the United States, which proved the success of this platform strategy.
Xu Huchu, a global partner of Cilote, believes that the development of the Internet has strengthened the application of platform strategy and made platform enterprises establish a giant position in the digital age. The "network effect" of the virtual world has been and will continue to be confirmed in the physical world.
Wang Wei, CEO of Zhanlveda Consulting Company, pointed out that the essence of platform strategy is to build a multi-resource trading platform, so as to enhance the trading and experience value of customers and gain long-term core competitive advantages. Therefore, in the capital market, the valuation of the platform is much higher than that of a single product enterprise.
Wu Yuguang, general manager of Zhonghe Zhengdao Consulting Co., Ltd. believes that the platform strategy needs to create a new monopoly resource, so that more manufacturers can establish faster and more economical connections with customers by relying on the platform.
Regarding the future development trend of platform strategy, Bi, general manager of Zhejiang Native Products and Animal Products Import and Export Group Co., Ltd. pointed out that, like market segmentation, there are always segmentation platforms that cannot be covered by comprehensive platforms or can not be successfully operated, and the future segmentation professional platforms have broad prospects.
Automation: Rebuilding Manufacturing Industry in China
The automation wave represented by robots is reshaping the manufacturing industry in China. According to the statistics of the World Federation of Robotics (IFR), China has become the largest buyer of industrial robots in the world, surpassing Japan and the United States, and its demand ranks first in the world, with an average annual growth rate of over 40%.
Not only did the global robot giants increase their market in China, but the government also began to vigorously promote robots. With the gradual end of China's demographic dividend, automation has gradually become the transformation choice of many manufacturing enterprises.
At present, in all automobile factories, there are huge mechanical arms, that is, industrial robots, which are engaged in manufacturing and assembly. With more and more applications, even in some factories that produce instant noodles, biscuits and tiles, simple or complex robots have begun to enter. However, in the production lines with higher precision such as mobile phones and tablets, it is difficult to fully apply the mechanical arm.
These difficulties have not stopped the enthusiasm of robot R&D, production enterprises and application enterprises. For example, the smallest IRB 120 robot designed by ABB was successfully introduced into its production line by Lei Bai Technology, a mouse and keyboard manufacturer. Foxconn, the benchmark of OEM in China, proposed and gradually implemented the "One Million Robots Plan" three years ago, hoping to alleviate the rising labor costs through intelligence and robotization.