How do enterprises transform digitally? The reference answer is coming

Affected by the COVID-19 epidemic, the performance of some enterprises declined, and some enterprises still maintained several times of high-speed growth relative to the industry. What did they do right? The answer is simple, digital transformation! In the "Digital Infrastructure: From Connection to Innovation" session of 2020 pairs 1 1 "Looking at China" jointly organized by Fudan University School of Management, Fudan University Development Research Institute and Ali Research Institute, entrepreneurs and scholars * * * paid attention to the competitive advantage given to enterprises by digital transformation.

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In the past, digital transformation was still a multiple-choice question faced by enterprises; After the epidemic, digitalization has become a necessary issue for the survival and development of enterprises. Hengan Group, which is deeply involved in the consumer goods market, decided to switch to masks during the epidemic. It took 65,438+08 days from making a decision to producing the first mask. When the market needs it, enterprises should respond in real time, which has become a new understanding of digital transformation of Hengan Group.

Xu Qingchi, vice president of Hengan Group, thinks that in order to quickly enter the "new track", we must find ways to interact with consumers more directly, collect more real-time feedback, and establish an operating system that directly faces consumers.

In the epidemic, there are also a number of digital native cutting-edge brands rising rapidly. The performance of "adopting cattle", which positioned itself as "the first brand of digital dairy industry", has grown rapidly. Enterprises digitally manage pastures in the upstream and attach importance to e-commerce channels in the downstream. Sun, co-founder and CEO, said that the company's positioning is to adopt a cow, not a company that sells milk, but a company that raises cattle for users. This positioning is based on mining the lifetime value of users.

Dai Tao, general manager of Alibaba Cloud New Retail Solution Center, said in the forum that the new digital thinking of Hengan Group, a large enterprise, and the rise of the new brand "Adopt a Cow" all show that the growth momentum of today's enterprises mainly comes from the capture and satisfaction of demand. The further expansion of the breadth and depth of digitalization in the whole society is bringing growth opportunities to those enterprises that have better digital interaction with consumers.

Lu Xianghua, a professor at Fudan University School of Management, explained that the essence of digitalization is the perceptual response model. With the development of intelligent technology, the frequency of this mode appears faster and faster, the coverage is wider and wider, and the perception granularity is finer and finer. To judge the digitalization ability of an enterprise, we must look at how wide, how fast and how fine the perceptual response is.

The real-time response ability brought by digitalization is the magic weapon for enterprises to win in high-frequency competition. This is the conclusion of An Xiaopeng, vice president of Ali Research Institute. He said that consumer sovereignty continues to rise, and demand has entered the dust level from fragmentation, prompting enterprises to enter the era of high-frequency competition. Enterprises must redefine their competitive advantages and become customer operators who can see and meet customer needs in real time.

What's the difference between a "adopted cow" customized Tmall Elf? It will become a terminal intelligent shopping guide, which can interact with children who listen to stories with Tmall Elves, answer the situation of cow mothers behind milk, and help delicate mothers place orders directly. This is a new scene of refined operation that Sun shared in the forum.

Lu Xianghua believes that the rise of cutting-edge brands benefits from platform empowerment. The new brand has the advantage of digital latecomer. It can better capture and cater to consumers' needs and scenes through the Internet, quickly gain the favor of consumers and quickly catch up with traditional brands. Digital infrastructure also enables new brands to extend their refined operational capabilities upstream at lower cost, which is the key to the brand's continued success.

Hengan Group is also trying new ways to perceive customers' needs. Xu Qingchi said that the data island opened by the ERP system used by the enterprise before is the existing data of the enterprise, and the surface is relatively narrow. Today's B2C is facing the differentiated operation of consumers, and needs to face the massive, real-time, dynamic and online data of C-side. Hengan and Alibaba Cloud are combining their own industry understanding and future cognition to build middle-level capabilities that can adapt to future development, empower more front-end teams, and promote the platform strategy of Hengan's vertical household products industry.

As An Xiaopeng said, Taobao and Tmall are not only a trading platform and marketing platform, but also linked with the new DT architecture represented by China and Taiwan, becoming innovative platforms for incubating new products and brands.

Dai Tao said that enterprises know themselves best, and Alibaba has seen more business models and the best technology, which can effectively support them. Therefore, in the future, business innovation based on new digital infrastructure, Ali and enterprises can only win if they create * * * *.

With the rapid development of digitalization, the biggest problem faced by many enterprises is that ideas and thoughts may lag behind actions. What shall we do? Dai Tao summed up a "334" thinking method.

The first "3" is that enterprises should first understand the three core issues of digital transformation: how to deal with the rise of consumer sovereignty? Can you miss this digital revolution? How to complete the digital infrastructure migration as soon as possible to catch up with the opportunities brought by the change?

The second "3" is that enterprises should grasp the scope and rhythm of upgrading. The first is how to upgrade individual scenes such as enterprises, stores and business districts; Secondly, how to digitize the upstream and downstream, front and back ends, distribution, manufacturing and distribution of enterprises; Finally, the opening and upgrading of the line and surface industries. Clients in Alibaba Cloud, such as Hengan and Libai, are discussing how to complete the transformation of the whole industry through their own transformation and realize the full link matching from industrial demand to industrial supply to consumer demand.

The last "4" is the core way for enterprises to promote digital transformation: to complete the transformation of leadership or strategy; Promote business upgrade and inventory operation to reduce costs and improve efficiency; Complete organizational upgrading and fight in a more agile way; Complete the technical architecture upgrade from IT to DT.

Looking ahead, time waits for no one. Everything is digital, and how to better use technology to perceive the needs of consumers, and respond more effectively and quickly, innovate and fulfill contracts is the core of enterprise management innovation. It is foreseeable that all industries will be reshaped by digital technology in the future.

Editor: Binka (please contact me backstage for reprinting and media cooperation)