The most valuable thing about the Internet is not to produce new products, but to re-excavate the potential of existing industries and use the Internet to re-promote traditional industries. From this perspective, the Internet affects traditional industries with the following characteristics: First, break the asymmetry of information and do everything possible to transparently disclose all information. Second, the integration of the generated big data to maximize resource utilization. Third, the Internet's group bee will have a self-regulating mechanism (the human group thinking mode is called the group bee will). You can imagine the establishment of a human brain memory: in the beginning, the search path between individual individual neural memory nodes is not yet established. When we need to use it repeatedly, we will form a strong connection. Before the birth of the Internet, these The path connecting the memory nodes is weak, and the strong connections are rare, but after the Internet appears, these paths all light up instantly, and all memory nodes can be connected in an instant. This gives mankind a whole future decision-making with unprecedented system support and experience support beyond the past. Based on this memory model, human beings will rewrite various industries and the future of mankind. The future development of the machine tool industry will present the following characteristics:
1, cross-border
This is an era of cross-border. Every industry is integrated, all cross, and they are interpenetrating. If you have been profiting from a product or industry, and encounter another operator, suddenly become a free value-added service, how will you compete? How to survive?
Therefore, the future competition is no longer the competition of products and the competition of channels, but the competition of resource integration, which is the competition of end consumers; who can own resources and own consumer users - no matter what products users consume, what services they consume You can make a profit - then you can guarantee your interests and be invincible in the competition.
For us, we combine machine tools and services (not only machine tool services, but also upstream and downstream) to firmly grasp our end-user resources and make them “Shenyang Machine Tool Powderâ€, we can stand on invincible position.
2, positioning
There are five options for positioning your business:
The first option: become Ma Yun or Ma Huateng, build such a platform, and establish an online sales system;
The second option: to become a third-party company, such as a logistics company, training and education institution, technical service organization or marketing agency, to achieve profit through training and service enterprises and consumers;
The third option: to become a manufacturer, concentrate on developing products, producing products, and providing consumers with the best products and services;
The fourth option: establish a direct selling company, expand franchisees or sell products, and establish a chain experience system;
The fifth option is to do the link, hold the consumer resources, and then replace it with the enterprise.
Of course, how each company develops should be chosen according to its own conditions. For traditional manufacturers, the third option is the simplest and the easiest to implement, but there is limited room for future development; the fourth option, we are now transforming in this direction; the fifth option, we also have the foundation, but to break The existing model of the entire machine tool industry has certain difficulties; of course, the best situation is that we have made all five choices into a whole industry chain company, and truly have the greatest voice in the machine tool industry.
3, mode
Traditional manufacturing is closed production, and the manufacturer decides which products to produce. The role of producers and consumers is fragmented. But in the future, the Internet will disintegrate this state, and in the future, customers will participate in the production process, and the users will make decisions to create the products they want. In other words, the boundaries between consumers and producers in the future will be blurred, while traditional economic theory is facing collapse. This is destined to give birth to a new C2B model. Xiaomi mobile phone is a typical product made in C2B mode. Kevin Kelly describes Wikipedia in "Technical Elements": There is unlimited power at the bottom, as long as you add some top-down game rules, the combination of the two will explode. So it completely surpassed the Encyclopedia Britannica. The current manufacturing industry and the Encyclopedia Britannica are somewhat similar. They use a lot of manpower and resources to do something difficult and have no use of the power of the Internet. The future manufacturing trend will be: First, the traditional manufacturing industry will be unsustainable, and the large-scale advertising to the end of mass production will come to an end. Second, it will enter the new tribal era, personalized, customized, everyone is a designer, everyone is a producer, everyone is in the future of the tribe where the decision is made. This is the rules of the game for the Internet.
This will lead to: in the future, each company may become smaller and smaller, rather than getting bigger and bigger, and the customer base will be more and more refined, rather than getting looser. In the past, companies were segmenting customers based on product features, but now, it may be a revolutionary change to look for customers from values. The signs of this change have just begun. Companies like Coca-Cola and Li Ning can define many customers. If they follow the theory of “small and beautifulâ€, such companies will face great challenges. They need to subdivide customers with different values ​​into different tribes.
Of course, the company is not a small turnover, the scope of the customer can also be large, and can form a range of economies. It's like a tribe can be distributed all over the world, and the total number will eventually be large. By the same token, these “small and beautiful†companies may not be large in scale, but the scope of customers can be very wide. In the future, the large and beautiful scale advantage will be replaced by the small and beautiful scope advantage.
The "small and beautiful" enterprise, the ultimate development direction is C2B business model, that is, from customer to enterprise, this is a new business model. This model means that the enterprise has a customer base first, followed by a supply chain. On this basis, the entire business system and structure of the enterprise will change. The business model will become: tribe, pre-sale, customization. This means that there is a group first, and the marketing method is the pre-sale method. In the future, there will be very few stocks, and the pre-sale method can be realized. All products are tailor-made for customers. In the future, the profit model of e-commerce will be like this: first create customers, tribes, create a tribe, then do pre-sales and customization, which is the standard mode of e-commerce in the future.
For example, Apple is a pioneer of tribal e-commerce, and Apple has created a "fruit powder" culture. Although all of Apple's products are in stock, Apple's hunger and thirst marketing is another form of pre-sale system. Apple also only customizes "fruit powder", which is why Apple's mobile phone models are very few.
The machine tool industry model will gradually develop in the direction of C2B, first find a specific user group, and then develop and improve the product according to the user's needs; this requires us to define the module of the machine tool product very well, and can quickly manufacture the product according to the user's needs. At the same time, the Internet is used to connect the user groups in various regions, establish related databases, and analyze and integrate information about their needs and user experience.
1, cross-border
This is an era of cross-border. Every industry is integrated, all cross, and they are interpenetrating. If you have been profiting from a product or industry, and encounter another operator, suddenly become a free value-added service, how will you compete? How to survive?
Therefore, the future competition is no longer the competition of products and the competition of channels, but the competition of resource integration, which is the competition of end consumers; who can own resources and own consumer users - no matter what products users consume, what services they consume You can make a profit - then you can guarantee your interests and be invincible in the competition.
For us, we combine machine tools and services (not only machine tool services, but also upstream and downstream) to firmly grasp our end-user resources and make them “Shenyang Machine Tool Powderâ€, we can stand on invincible position.
2, positioning
There are five options for positioning your business:
The first option: become Ma Yun or Ma Huateng, build such a platform, and establish an online sales system;
The second option: to become a third-party company, such as a logistics company, training and education institution, technical service organization or marketing agency, to achieve profit through training and service enterprises and consumers;
The third option: to become a manufacturer, concentrate on developing products, producing products, and providing consumers with the best products and services;
The fourth option: establish a direct selling company, expand franchisees or sell products, and establish a chain experience system;
The fifth option is to do the link, hold the consumer resources, and then replace it with the enterprise.
Of course, how each company develops should be chosen according to its own conditions. For traditional manufacturers, the third option is the simplest and the easiest to implement, but there is limited room for future development; the fourth option, we are now transforming in this direction; the fifth option, we also have the foundation, but to break The existing model of the entire machine tool industry has certain difficulties; of course, the best situation is that we have made all five choices into a whole industry chain company, and truly have the greatest voice in the machine tool industry.
3, mode
Traditional manufacturing is closed production, and the manufacturer decides which products to produce. The role of producers and consumers is fragmented. But in the future, the Internet will disintegrate this state, and in the future, customers will participate in the production process, and the users will make decisions to create the products they want. In other words, the boundaries between consumers and producers in the future will be blurred, while traditional economic theory is facing collapse. This is destined to give birth to a new C2B model. Xiaomi mobile phone is a typical product made in C2B mode. Kevin Kelly describes Wikipedia in "Technical Elements": There is unlimited power at the bottom, as long as you add some top-down game rules, the combination of the two will explode. So it completely surpassed the Encyclopedia Britannica. The current manufacturing industry and the Encyclopedia Britannica are somewhat similar. They use a lot of manpower and resources to do something difficult and have no use of the power of the Internet. The future manufacturing trend will be: First, the traditional manufacturing industry will be unsustainable, and the large-scale advertising to the end of mass production will come to an end. Second, it will enter the new tribal era, personalized, customized, everyone is a designer, everyone is a producer, everyone is in the future of the tribe where the decision is made. This is the rules of the game for the Internet.
This will lead to: in the future, each company may become smaller and smaller, rather than getting bigger and bigger, and the customer base will be more and more refined, rather than getting looser. In the past, companies were segmenting customers based on product features, but now, it may be a revolutionary change to look for customers from values. The signs of this change have just begun. Companies like Coca-Cola and Li Ning can define many customers. If they follow the theory of “small and beautifulâ€, such companies will face great challenges. They need to subdivide customers with different values ​​into different tribes.
Of course, the company is not a small turnover, the scope of the customer can also be large, and can form a range of economies. It's like a tribe can be distributed all over the world, and the total number will eventually be large. By the same token, these “small and beautiful†companies may not be large in scale, but the scope of customers can be very wide. In the future, the large and beautiful scale advantage will be replaced by the small and beautiful scope advantage.
The "small and beautiful" enterprise, the ultimate development direction is C2B business model, that is, from customer to enterprise, this is a new business model. This model means that the enterprise has a customer base first, followed by a supply chain. On this basis, the entire business system and structure of the enterprise will change. The business model will become: tribe, pre-sale, customization. This means that there is a group first, and the marketing method is the pre-sale method. In the future, there will be very few stocks, and the pre-sale method can be realized. All products are tailor-made for customers. In the future, the profit model of e-commerce will be like this: first create customers, tribes, create a tribe, then do pre-sales and customization, which is the standard mode of e-commerce in the future.
For example, Apple is a pioneer of tribal e-commerce, and Apple has created a "fruit powder" culture. Although all of Apple's products are in stock, Apple's hunger and thirst marketing is another form of pre-sale system. Apple also only customizes "fruit powder", which is why Apple's mobile phone models are very few.
The machine tool industry model will gradually develop in the direction of C2B, first find a specific user group, and then develop and improve the product according to the user's needs; this requires us to define the module of the machine tool product very well, and can quickly manufacture the product according to the user's needs. At the same time, the Internet is used to connect the user groups in various regions, establish related databases, and analyze and integrate information about their needs and user experience.
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