The rise of mobile data technology enabled digitization to develop in 2016-2018; the 3-4 years of the epidemic from 2020 to 2022 directly accelerated the "digitization" process of all enterprises. Whether it is a large, medium-sized, or start-up enterprise, they are all engaged in "digitization", investing a lot of money to build APPs, buy traffic, and attract groups, and the whole family bucket package will not fall. It can be said that it is "going hard and fast", and a good one is making great progress.
In the early days of digitalization, companies did taste the sweetness. However, as Number List online traffic becomes more and more expensive, making business more and more difficult, digitalization is not a panacea, and companies that blindly follow the trend have fallen into a dead end. Failed attempts abound.
For example, a leading beer brand has carefully created a code scanning activity: inviting Wang Yibo to endorse, increasing the bonus by 3 times, using 20% of the bottle to promote, and inviting a public relations company to do marketing planning... However, after some operations, the code was finally scanned. rate is extremely low. During the entire activity, they focused on technology and tools, but ignored the most critical issue - the interests of the executive layer, and they were not closely connected with the terminal store;
For example, small and medium-sized enterprises blindly build APPs, but they cannot support enough installed capacity and downloads, and they lose money year after year; also, there are catering companies that attract a lot of communities to scream every day. .
The key that is overlooked by many people is that the original intention of enterprises to do digitalization is to reduce costs and increase efficiency. However, many companies have fallen into the misunderstanding that digitization is simply equivalent to playing with traffic, or that digitization is a private domain. Such blindly following the trend and cookie-cutter operations will even lead the company to a point of no return, "dead faster".
In fact, digitization is essentially just a tool, and the test behind the tool is the change of enterprise organizational capabilities, etc., and the core is to return to customer value. The digitalization of enterprises has entered a deep-water area from online transportation to building groups, attracting people, and refined management of user assets.
However, we found that the business book dogma cannot actually solve the problem. The digital adaptation solutions required by enterprises at different stages of development are very different. Therefore, the era of a set of SOPs has passed.
It's time to revisit digitization.
1. Extensive management has come to an end
Today, consumers' consumption concepts and consumption patterns have changed, the frequency of consumption has decreased, and the money in their pockets has become tighter.