In the era of IT (digital technology), we talked about the digitalization of enterprises; in the era of DT (data technology), we talked about the dataization of enterprises. Digitalization is product-centric, refactoring business processes and coding; data is user-centric, refactoring business ecology and coding.
The biggest difference between digitization and dataization is that numbers are “dead” and data is “live”. Any data that cannot be centered on the user account system is dead data; only data centered on the user account system is live data. Mr. Ma Yun believes that data is the most important asset of an enterprise in the 21st century. It is inexhaustible and inexhaustible. The root cause is that all the data of the enterprise must be the premise that the user automatically creates it spontaneously. This is the most important concept that traditional corporate decision-makers must recognize in the transformation of data. This concept is not understood clearly, and everything is zero.
20 years of internet, 10 years of BAT.
Baidu, Tencent, and Alibaba have led the Chinese Internet to run for nearly a decade, witnessing the decade of China’s Internet transformation. But BAT has also undergone earth-shaking changes. The market value of the three companies has grown from $12.051 billion, $39.525 billion and $18.902 billion to today’s $792.27 billion, $384.631 billion, and $423.751 billion. (Sort: Baidu, Tencent, Ali, data source Hong Kong stocks & US stocks 30/9/2018).
There is no harm without comparison. The current market value difference between the three BAT companies is changing with each passing day. This game was settled ten years ago.
Baidu is taking the information flow, and there is basically no high-visibility C-end account system. Ali and Tencent are different. Ali has two high-viscosity account systems, Taobao and Alipay. Tencent has two high-viscosity account systems, QQ and WeChat. Up to now, Baidu can’t do it. It was the first to establish an e-commerce company with Japan Lotte. After the bankruptcy, the acquisition of glutinous rice was sold again and it was necessary to switch to artificial intelligence. The lack of a user account system is one of the reasons why Baidu’s development is not as good as that of Ali and Tencent.
Not only is BAT around ten years ago, most companies today are not deeply aware of the data, but more are panic and ignorance, but some are ignorant.
So, maybe you have questions, what is big data, do you have a bunch of reports submitted by channels or partners every month? Do you know the sales data of a bunch of products? neither. These are just statistical collections of numbers. If this is called big data, it was more than 1000 years ago. These statistics are delayed acquisition and delayed analysis.
Only user-centric real-time data is big data. Only data derived from the user account system is valuable. Otherwise, data will not be dynamically mined. Only data based on the user account system will be used. (Native data, scene data, behavioral data, transaction data) can be truly real-time, dynamic, and lively, and through the in-depth exercise and practice of the centralized e-commerce platform, traditional enterprises are more and more deeply aware of the user data assets. value.
User data asset privatization
User data assets are the most important assets of an enterprise. Without user data assets, all changes will not fall and it will not succeed.
A few days ago, the theory of growth hacking was endless in the circle. Through the essence of things, we must truly understand that the practice of the growth hacker theory must be based on the privatization of user data assets, and the user management to open up the second line of enterprise development. User lifecycle management is the core of user operations.
In the process of user operation, the enterprise can find multiple second growth curves from the data mining, but after leaping from the first curve to the second curve, how to delay the arrival of the growth inflection point as much as possible depends on the user life cycle. Management. Target users of any one product will gradually age over time, and aging users must be cleaned based on activity and contribution. Here, the user-level hierarchy management is critical, whether it is the user’s life cycle management or the second growth curve, is based on the privatization of user data assets.
For example: Tencent and Ali don’t generate any data. All the data is generated automatically by users around themselves in Tencent and Ali’s account system. All data is dynamic and real-time. This kind of data is big. data.
Therefore, for all enterprises, you must first have a multi-end, multi-scenario to help users establish an account system, and enable users to automatically create data automatically through the “content, community, IP, interaction” and other underlying big data engine system.
The carrier of the IT era is the computer, and the carrier of the DT era is the Internet. Therefore, IT is a productivity revolution, and DT is also a productivity revolution.
In any change in productivity, the first 20 years are building the infrastructure for productivity change to change the way people work and their habits; the next 30 years are all empowering market players to change the way the market entities operate and operate efficiently. . We must deeply understand who is the main body of the market? Is a brand. All channels and terminals are for brand owners, and this is the essence.
Now, everyone has a lot of new names for embracing data technology: “Internet +”, new retail, new marketing, new species, etc. In fact, no matter how you call it, the essence is the same, that is, all enterprises must combine their own conditions. Transform your data technology into productivity and make your brand better.
What is the better standard? It is efficiency improvement and better efficiency. This is the essence.
The evolutionary direction of traditional enterprises
What is the data transformation of the brand? It is based on the brand user’s own user account system, and data-driven reconstruction of “people, goods, fields” to achieve the user’s “what you see is what you get”!
Ma Yun said at the 2018 Yunqi Conference, “New retail is online and offline integration, and new manufacturing is the integration of manufacturing and service industries” because online and offline integration is to improve the efficiency of consumers’ “what you see is what you get”. The convergence of manufacturing and service industries is an experience that enhances consumers’ “what you see is what you get”.
So, how do traditional brands recognize the transformation of data? To sum up, there are two sentences: 1. The data centered on the user account system is big data, which is the precondition for the transformation of traditional brand data; 2. Realizing the “what you see is what you get”, this is the traditional brand. The ultimate value of data transformation.
The transformation of traditional enterprise data transformation should be carried out in four dimensions: “point, line, face and body”: “point” refers to a single point breakthrough and evolves into “new species”, such as Jiang Xiaobai, Xiaoyan, and car ta. “Tea” refers to the heavy vertical, becoming the industry’s reconstructor, such as various fast-moving consumer goods B2B platform; “face” refers to cross-border coordination, subversive, such as the US group, hungry, Alipay, WeChat payment, etc.; “body” refers to the symbiosis, the evolutionary form is the linker, such as Ali new retail, Jingdong new channel.
It is foreseeable that more than 99% of traditional brand enterprises will evolve into “new species”; only a few traditional brand enterprises can become the industry’s reconstructors; the subversives of traditional industries must come from cross-border robbery; It is a monopolist of Internet application infrastructure.
The core idea of achieving these four points lies in the implementation of the enterprise: a center (centered on the user account system); two basic points (one-to-one code application normalization & user data asset privatization); four online (enterprise) Platformization, brand personality, product personalization, full staff creation).
This is the wind direction of the next 5 to 10 years. Under the premise of privatization of user data assets, all enterprises realize a center, two basic points, and four onlineizations. They are centered on user operations and are mutually platform-oriented, mutually ecological and harmonious.
This is a project of “taking the whole body and moving the whole body”. The upper level of the enterprise should build it as the number one project. Don’t always care about the business that is worse than you and the failure of change, and don’t just look at the immediate interests, you must see the trend. Ten years ago, most traditional enterprises believed that offline channels were not suitable for simultaneous e-commerce. Now, there should be no such recognition! Ten years later, a company with no chain-oriented data centered on user management will become an antique. This conclusion can basically be established.
DT can be called a productivity revolution, the core word is “productivity”, the keyword is “revolution”, you must understand these two words clearly, and will not treat DT as a tactical view and application. For all companies, especially brand owners, DT is a strategic-grade nuclear submarine or aircraft carrier, not a tool-based application such as a tank or torpedo.
Judging from the memorabilia of these two years, the impact of takeaway on instant noodles, the impact of Ruixing coffee on traditional coffee beverages, the impact of hi tea on tea beverages, and many similar so-called new species in various industries, some have Traditional industries or categories have undergone refactoring and subversion, and some are accelerating the competition/changing of consumer spending habits.
New species such as Ruixing Coffee, Xicha, Box Horse, etc., to a certain extent, are a combination of “manufacturing and service industry”. On-site production, high appearance value, products can be personalized on demand, near field ( A few kilometers away) delivered to your door. Personalization, high value, temperature, and feelings are one of the ways to achieve a high degree of integration between “working and service industries”.
At present, all brands are accelerating all kinds of attempts to embrace the DT revolution. Jiang Xiaobai, Ruixing, Box Horse, and Xicha are complete Internet genes (scenarios, communities, IP, e-commerce, content and other multi-dimensional combinations). The new species, Tsingtao Brewery’s Innovation Division, can be regarded as a blue army experiment of traditional brands to a certain extent; the Xiaoyi classmate of the Unified Group and the tea π of Nongfu Spring can be regarded as the improvement of traditional brands to some extent. Variety.
In the era of DT as a productivity revolution, big data must become the most important basic raw material or element of all enterprises. It is indispensable and must be owned. When all the decision makers of enterprises are looking for the next 10 times growth point, they must first be based on Big Data.
Therefore, the key to realizing the transformation of data in traditional enterprises is to actively embrace change, correctly and positively examine the “first principles” of the company, and find out all the single elements with the value of 10 times growth. The leader of each enterprise must Decide on which single element to pour enough resources with All in, to minimize the single factor, to span the growth discontinuity, and finally find the company’s next 10x growth curve.
Future organizational structure
Ten years ago, it was a channel dispute, and now it is a battle for user data assets. The competitors of enterprises are no longer peers, but the rapidly changing consumer groups and consumers in the market. This is the direction of enterprise restructuring, and the “user-centered” thinking transformation of enterprises is becoming more and more urgent.
In the future, all businesses will become such an organizational structure:
Dazhongtai: The marketing team mainly focuses on the big data engine system to collect the data collection point through the first-in-one code and API interface in all the original scenes. The data particles are getting finer and more data is accumulated, and the user accounts around the user account. The multi-dimensional data analysis model of the system is more and more perfect, and the data application is more and more intelligent. The middle office relies on data feeding. Now many companies do not pay attention to data collection, no data, and what user activation and empowerment?
Small front-end: The sales force has a strong individual combat capability. Everyone has a strong relationship with the headquarters through the big data engine system, not because of his own ability.
Rich Ecology: Channels, terminals, advertising companies, manufacturers and even logistics and distribution partners are closely integrated with the brand’s own user account system. Customer satisfaction determines the existence value of the ecology. Rich ecology is a prerequisite for the integration of traditional brand enterprises.
Co-governance: In the future, even small brands have their own big data engines. All brands are centered on their own big data engines. They are platforms and mutual ecosystems. They are linked to each other through API interfaces and are based on each other. Supervision, based on user value, whether or not to link to each other. A full gun, laying a solid foundation for the maximization of a single factor.
In the past, more than 50% of the personnel in traditional enterprises ran in the market and acted as a sales force. Now there are only a few people selling Iron Army, sitting in the office and adjusting marketing strategies based on the data in the big data engine. In the past, only the assistants who made the report stayed in the office. Now, the core team is the midfielder!
All online activities must be able to penetrate and empower, which is the meaning of traditional enterprise transformation.