What are the main difficulties in the transformation of traditional enterprises?

The main difficulties encountered by traditional enterprises in the transformation are:

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.

Second: don't die in transformation, and transformation is afraid of turning to death.

Transformation, this word has been rotten in 20 13, but these two words are really related to the life and death of enterprises. 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 the problem can't be solved, it will force the enterprise to transform. This transformation is very costly and painful, but you 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.

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.

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.

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.

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. There are still many traditional enterprises doing internet marketing with traditional thinking, which is a terrible thing. For example, the video advertisement "Ode to Joy" made by Ma Yinglong was put on the Internet, which people thought was network marketing. In fact, the traditional can no longer be traditional, and the sense of creativity is very weak, which is a typical traditional way of thinking and creativity.

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? It is because the younger generation is not buying products, but 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.

Eighth: Five-year strategic planning is meaningless.

Ke Fan once said that you 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.

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. 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.