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当前位置: 首页 > 新闻 > 业界动态
企业如何全面认识互联网带来的影响?
时间:2020-05-04 11:49:58
文章发布:李阳
原创作者:未知
来源:互联网

本轮的企业转型就是围绕以互联网为中心的企业转型。

快消品行业本来是最早接触互联网的行业之一。二十年前,沃尔玛就定制了专门用于全球门店管理的通信卫星,用于全球的数据传输。但是,在互联网商业化的过程中,被其他企业超越,最终被阿里巴巴、亚马逊这样的企业占据了互联网商业风口。并且在市场转换的过程中,由于线上的冲击,使整体行业陷于被动。

目前快消品行业对互联网的认识确实需要尽快系统、完善与提升。如果还是停留在“订单传输”工具手段,还是基于ECR解决企业内部管理效率问题等认识,已不能适应当前的互联网发展环境需要。

快消品行业,包括厂家、经销商、零售商都必须要看清的是:目前的社会已经高度互联网化。张瑞敏指出:互联网时代没有企业,因为企业是以自我为中心的。将来的企业一定都是网络化组织,是互联网的节点,而不是自成体系。连上互联网,可能得到无限的资源;但脱离互联网,可能什么都不是。

在很多企业、互联网人士只是关注互联网带来的效率改变的情况下,张瑞敏更多关注的是互联网对社会的改变,对企业组织带来的影响,对传统企业管理发展模式带来的挑战。并在十二年以前开始,把海尔逐步打造成为一家网络化的互联网企业,使海尔成为真正意义上的传统企业+互联网转型。

快消品企业到底应该如何认识互联网?互联网到底对快消品企业带来哪些影响?

全面、系统、深入认识互联网需要从以下四个方面着手:

+互联网,带来更好的手段----链接、数据化

互联网对快消品行业带来的最直接的影响就是链接与数据化。

链接是一种手段。但是一定不能小看这种连接对企业产生的价值。

在企业的运行中,不论是对企业组织内部还是面对外部客户,最需要的就是能够实现全方位的、实时的组织链接。通过链接可以实现对内部组织和对外部环境的实时洞察,及时实现快速反应;链接可以搭建起互动平台,实现良好的互动沟通;企业通过这种连接,借助互联网带来的高效率,可以有效改善企业的运行效率。在企业组织的所有运行环节当中,最需要的就是链接。链接可以有效改变组织效率,降低组织运行成本,从一定角度讲,可以有效提升组织运行质量。

互联网已经搭建起多种有效的链接手段。特别是移动互联网的快速发展,更使这种链接变得随时随地、变得“碎片化”、变得更加高效率。

目前,各种APP已经把整个社会实现了高度、实时、全方位的链接。不论是社交平台、购物平台、交易平台、传播平台。移动互联网时代的链接已经在把社会变得更加的高效率,也必将使企业组织的运营更加的高效率。

互联网带来的再一个手段变化是数据化。在互联网时代,可以使组织运行实现全链路的数据化运行。可以使企业实现在数据化支持环境下的精准与高效运行。

面对互联网带来的新的手段影响,企业必须要全面融入到这一社会当中来。这种融入一定会在企业效率改变当中产生非常重要的价值。

当前,需要快消品企业尽快把链接与数据化手段植入企业运营中的方方面面。包括链接企业组织各个单元的运转体系,要从根本上改变组织各个单元、各个成员的组织活力与运行效率。包括企业的获客、交易、用户服务等各个环节要全面实现在线化的链接。要借助数据化的精准手段,改善组织的运行质量。

总之,在互联网时代,任何企业都必须要接入联网的手段。互联网的链接与数据化是从根本上解决企业效率的有效手段。

+互联网,创造新的商业模式:

当前,在快消品领域互联网正在创造新的商业模式,在冲击与挑战以往的商业模式。

B2C在快速发展。目前线上零售已经占据社会商品零售总额的八分之一,虽然增速有所放缓,但依然保持将近30%的增长速度。特别需要关注的是,随着一些品牌厂家、经销商、零售商开始更加关注线上渠道模式,B2C将会得到更快的发展。目前,许多品牌厂家都在加大线上渠道发展的力度,包括宝洁、伊利、蒙牛、恒安等都在发力线上。或者寻求与电商平台的深度合作,或者探索更多的线上模式。近期与有关的行业专家、企业老板交流,大家的共识:B2C必将成为非常重要的快消品渠道模式。

B2B在改变快消品渠道效率。快消品渠道环节的+互联网将会改变厂家、经销商、零售商的渠道效率。传统的快消品线下渠道模式迫切需要+互联网改变行业效率、降低行业成本。

目前围绕渠道改变的B2B模式在快速发展。阿里、京东两大巨头在加力B2B市场。这几年专门发展B2B领域的平台企业也在加快发展,很多经销商也在积极转型B2B平台模式。虽然目前一些平台还在探索与试错之中,但是B2B对于改变渠道效率的价值已经非常显现。随着近期一些经销商企业成功转型B2B,一些连锁企业涉入B2B领域,未来这种渠道模式必将成为主要的渠道模式。

C2F将会更好满足消费者的个性化需求。在互联网环境下,消费者直接面对厂家的定制化模式,以其能够更好地满足消费者的需求将会得到更好的发展。

+互联网,改变企业管理、发展模式:

互联网的快速发展,其在改变社会的同时,正在对企业组织的管理与发展模式带来新的挑战。

目前系统思考、规划企业在互联网、物联网环境下组织变革,并且成功实现转型的,只有海尔企业。

张瑞敏指出:在工业革命时代,企业的商业模式是大规模制造,是流水线带来的高效率,核心就是名牌——如果谁能够在传统时代成为一个名牌,谁的范围就可以扩大到世界各个国家,另外也有议价能力,会比别人的利润高得多。

他指出:互联网时代和工业时代最大的不同在于,商业模式不再是大规模制造,而是变成双边或者多边市场。不是以名牌为核心,而是以平台为核心。在互联网时代,要么拥有网络,要么被网络拥有。现在的电商所拥有的网络,别人不能拥有,只能够在电商上面交易,因此,只能够被电商所拥有。为什么是双边市场?这个市场可以解决政府和市场双重失灵的问题——有时候会出现政府不灵,市场也不灵了,“看得见的手”和“看不见的手”都不灵。过去,进入市场的门槛太高,阻碍了市场发挥效率,而现在的双边市场,进入门槛非常低,随便干一个产品都可以到电商上去卖,至于卖得怎么样那是另外一回事儿。在传统时代,很多产品进不了商店,因为太小或者没有名气。过去,我们的产供销都是单边的,现在变成了双边市场。在这个平台上,供需双方都可以上,所以是非线性的。

他特别指出:物联网时代和移动互联网时代有非常大的不同,它是情景感知的、个性化定制的体验迭代。在互联网时代,用户可以在电商上面挑选你要的东西。但是,在物联网时代,不需要你挑选,企业可以根据情景感知你需要什么,给你送去。它的核心不再是名牌或者平台,是终身用户。有人预言,21世纪的企业竞争力就是看你拥有多少终身用户。所谓终身用户就是用户的所有需求,企业都可以不断满足。

基于对时代及未来的判断,海尔是全世界唯一一个彻底变革传统企业组织,完全变成了员工可以自主创业的平台。企业变成网络化组织,员工变成创客,企业付薪变成用户付薪。把用人权、分配权、经营权全部交给创客,使企业面对个性化的市场变化,能够及时应变,充满创新活力。

对所有快消品企业来讲,不论是厂家、经销商、零售商都面临在新的互联网环境下,变革企业组织,以适应当前的时代变化和所带来的市场变化。

海尔的组织变革,发展方式的变革对所有快消品企业都有非常强烈的学习价值。组织变革是当前企业变革最迫切的话题。

+互联网,快速迭代新技术改变行业效率与发展模式:

当前社会确实已进入技术快速迭代的时代。新技术带来的效率改变、模式创新是革命性的。

目前,对快消品行业来讲要特别关注以下技术的发展:

物联网技术:在很多行业人士对互联网还缺乏深度认识的情况下,物联网时代即将到来。万物互联对快消品行业来讲,必将改变以往的行业模式。

按照张瑞敏对物联网时代的描述,物联网时代企业与用户的关系是深度交互的、是情景感知:是在交互中产生需求,在情景感知中洞察需求:你需要什么,给你送去。它的核心不再是名牌或者平台,是终身用户。

因此对整体快消品行业来讲,将是一次彻底的变革。可能将不再是品牌、渠道、终端的现有模式,而变成用户互动、实时链接、情景感知、实时触达的模式。

智能技术:随着智能技术确定为国家战略,必将得到更加快速的发展。目前看到的智能家居系统,已经实现家庭所有智能设备的连接,全部实现手机控制。并可链接购物、社区服务等更多生活场景。随着智能技术在逐步改变消费者的生活,必将对快消品行业带来新的模式重构。

物流技术:有人预言:未来的快消品模式是智能物流+用户。随着物流技术的提升,效率的提高、成本的降低,物流必将在改变快消品行业当中发挥重要的作用。


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