When it comes to the era of big data, the Internet has become a fashion. I still want to say that this is not the era of big data, and there is no Internet thinking. Based on the concept of Internet as a technology, the Internet has indeed caused and continues to cause changes in the industry, which has had an impact on the supply chain, production and marketing, and even the organizational structure. However, from the perspective of business operators, it is only a technical response, and the changes in methods and rules of the game have not changed their management cognition. Those bosses who are keen on marketing will not become product-oriented, and business owners who pursue militarized management will not throw themselves into the embrace of humanism.
Data is used for business management, and its application can be traced back to thousands of years ago. Wal-Mart still keeps all the sales data from 1980s to now, so Wal-Mart can even analyze the iteration and change trend of products in a five-year cycle, which will have an impact on the future. Deep-seated data analysis and data mining systems have long been mature in enterprises that are good at using them, but for enterprises that are not good at management and decision-making, more data is also a burden. Although we can now analyze the population migration in Spring Festival travel rush according to the positioning of instant messaging tools, to some extent, this is predictable and can also reflect the original railway data, but it will be more troublesome to process the data. Therefore, the significance of the gradual progress of technology is that data analysis is easier to obtain, but even big data analysis in the present sense has already been realized, so it is hard to say that this is an era now.
1, the comparison between Xiaomi mobile phone and Dell-what has Xiaomi subverted?
Xiaomi has indeed achieved great success and even become a model. At present, there are still many imitators and followers, which is regarded by many as proof of Internet thinking. Generally speaking, Xiaomi's success is based on two points: supply chain and marketing. In the supply chain, direct selling and pre-sale should realize negative account period, which will bring cash flow income (or reduce cost). In marketing, hunger marketing and fan economy can be described as the ultimate. Dell computer also adopts the mode of direct selling and pre-sale, which not only realizes just-in-time production (JIT), but also makes the account period reach more than ten days. Moreover, compared with Xiaomi, Dell has also achieved the goal of mass customization, which many enterprises are eager to achieve. Moreover, although selling computers, Dell's main direct selling mode is telephone direct selling.
In marketing, Xiaomi mobile phone is not a pioneer, and Apple's fan economy achieved similar success first. However, it is worth noting that with the large-scale imitation of competitors (just like Xiaomi imitating Apple), Xiaomi's technical disadvantage has gradually emerged.
With the development of new media and the diversification of marketing methods, fan economy and hot topics will become effective means, but this is not a patent in the Internet age. For example, Haier smashing the refrigerator is a great marketing case. If it happens today, it will still achieve good results (if it is the first time). Those operators (Haier, Wang Laoji, etc. People who once shaped their brand image through TV dramas still consciously shoot online dramas and other means for marketing in the Internet age. Therefore, the thinking has not changed, and the method has changed.
2. Wal-Mart: Big data analysis has a long history.
During World War II, interdisciplinary application made data analysis play a huge role, but big data analysis based on computer technology is not something in recent years. As the company with the largest turnover in the world, what Wal-Mart did in the 1980s is still beyond the reach of many enterprises, which is mainly manifested in the use of data.
Wal-Mart took the lead in using bar codes, POS machines and launching its own satellites, enabling Wal-Mart to save all sales data. Wal-Mart's database is still one of the largest in the world. For many traditional enterprises in China, many have no awareness of data analysis, let alone deep data mining. Amazon has always been proud to recommend products, that is, the application of collaborative search and swarm intelligence technology, but at present, on many shopping websites, when you buy a badminton racket, it is still recommended to you instead of badminton. Therefore, the data already exists, but its application is far from enough. With the continuous progress of Internet technology, there will be more and more visual data analysis tools, but the amount of data will also increase, which puts forward higher requirements for enterprise management decision makers.
Facing many suppliers, Wal-Mart established a customer relationship management system and other decision-making systems by using electronic data interchange (EDI) to improve efficiency. However, at present, in China, the cooperative office ability between upstream and downstream enterprises is still very poor, and only a few enterprises have information decision-making systems. With the influence of Internet technology on the supply chain from terminal to intermediate link and production transition, the supply chain will be optimized or even reshaped, and office software and management information system will be more widely used, mainly realized by professional technology companies combined with management consulting.
3. Crossing the "Professional Gap"
In this wave of technology, for many traditional enterprises, the establishment of office informatization and information system will be mainly realized by a third party or outsourced to a third party, which does not pose a challenge to enterprises. At present, many large enterprises have their own SAP systems and OA systems, but their decision-making systems are still lacking. However, apart from the change of office tools, the application of Internet technology in the supply chain (mainly in production, marketing and sales) will be operated by enterprises, which may lead to a "professional gap" between different departments.
The "professional gap" here refers to the "digital gap". The digital divide is the difference in information acquisition between societies with unequal information levels, but different from the digital divide, the occupational divide occurs between different occupations in the same society, that is, between different departments of the same company. With the wide application of Internet, many traditional enterprises will introduce talents in Internet, but these Internet professionals are not particularly familiar with the products and customers of enterprises, and the traditional channel managers of enterprises are not familiar with the working methods of Internet technology. When the products of enterprises are consumer goods, Internet personnel can also feel through their own empathy. But when the products of enterprises are not consumer goods but semi-finished products or means of production, this will become a big obstacle. For example, a fruit e-commerce company claims that the time from picking to delivering all their fruits to customers will not exceed 6 hours, which is unnecessary or even wrong for some categories in the industry. We have reason to believe that the Internet will become a technology that everyone needs to learn in the future, but for a long time, the professional gap will exist and have an impact on the current transformation.
4. What should enterprises do?
Therefore, I think for the current business operators and entrepreneurs, they should pay more attention to the products and services themselves, keep abreast of the application of new technologies in all aspects, gain insight into the development of the industry, and seize opportunities, just as Wal-Mart did in the past. More importantly, we should think from the perspective of management rather than technology. Talk less about concepts and do more practical things, which is the best advice for entrepreneurs. On the contrary, Mr. Li Yanhong, the founder of Baidu who put forward "Internet thinking", is very unsatisfactory in the application of "Internet thinking". In the field of O2O, Baidu, which has the advantage of map, can build a life service platform based on geographic information system, but it has launched the direct number, a product that has no sense of existence so far. Baidu has also launched products such as taxis and wallets, but many people have never heard of them. Baidu, which has been promoting others, lags far behind its competitors in marketing promotion. After Baidu's taxi didn't improve, Baidu knew and invested in Uber, but it didn't see any advantages in front of local tyrants. Taxi and professional fields still face strong policy problems, and foreign monks are not very good at chanting. It is foreseeable that Baidu's new secret will not be favored by the market because of its advanced and immature technology. If Baidu can't succeed in the O2O field, it will be forced to adopt a shrinking strategy and focus on the search field. This is worth pondering.
The above is what Bian Xiao shared for you about the era of big data. Enterprises need to analyze the contents related to risks. For more information, you can pay attention to the global ivy and share more dry goods.