We all know that in the long history of traditional manufacturing in the past three centuries, manufacturing has experienced three baptisms and changes.
Industry 1.0 era: At the end of the 18th century, with the mechanical manufacturing equipment, the "steam age" of the machine factory was created; Industrial 2.0 era: at the turn of the 19th century and the 20th century, with electrification and automation, the manufacturing industry was brought into a clear division of labor, Pipeline model for mass production; Industry 3.0 era: In the early 1970s, it has continued to this day. With the informatization, a higher level of automated manufacturing has been achieved, and the machine has not only replaced some of the "manual labor", but also took over some "brain labor."
Entering the era of Industry 4.0, it is intelligent. According to relevant information, Industry 4.0 can achieve 4 interconnections. The first is the interconnection between production equipment. The core of Industry 4.0 is the interconnection of single-machine intelligent devices. The interconnection of different types and functions of intelligent stand-alone devices constitutes an intelligent production line. The interconnection between different intelligent production lines constitutes an intelligent workshop. The interconnection of intelligent workshops constitutes a smart factory, different regions, industries and enterprises. The interconnection of smart factories constitutes an intelligent manufacturing system that is ubiquitous in manufacturing capabilities. The second is the interconnection of equipment and products. This means that the smart factory can run on its own and parts and machines can communicate.
Because of the communication between the product and the production equipment, the product understands the details of the manufacturing and how it will be used. The third is the interconnection of virtual and reality. The information physics system is the core of Industry 4.0. It connects the physical devices to the Internet, and allows the physical devices to have five functions of computing, communication, control, remote coordination and autonomy, thus realizing the fusion of the virtual network world and the real physical world. The fourth is the interconnection of all things. The ultimate goal of information technology development is to achieve ubiquitous connectivity, and all products will become a network terminal. The Internet of Everything is the connection of people, things, data and programs through the Internet to realize the interconnection between all people and people, people and things, and things and things in human society, and to reconstruct the production tools, production methods and life scenes of the whole society.
It can be seen that the 4.0 era of manufacturing seems to be far from being as simple as the Internet+. There are still many dreams to imagine the space. So what should we do in manufacturing? In the face of the turmoil of the Internet, how can we adjust?
In this regard, Liu Huanxin, the founder of Guangdong Saini Intelligent Equipment Technology., Co. ltd., said that in the face of the future, we need to be customer-centric, not product-centric. We need to find a complete business model based on this.
Liu: Starting from the user experience, building a more complete business model
British economist Malthus said that population growth is higher than food supply, which will lead to human crisis. There are two solutions, one is birth control and the other is war. China's manufacturing industry is experiencing such a time of choice, or making its own blood, saving itself. Or fight for killing and win in the fierce competition.
No enterprise can escape these two fates, because in the fast-developing mobile Internet era, it is no longer a competition in the same industry, and more and more barbarians are standing at the door, ready to destroy you, this is cross-border robbery. Product standardization is the foundation, and on-site management is also the foundation. We must be aware of the changes. The changes in this era are truly subversive. Everything has no precursors and is fleeting.
We need more elite troops, they are not soldiers, but partners. We need a more complete business model, starting with the user experience, user-centric, not product. Obviously, the method is to put the product online, then interact, and finally let everything connect.
In other words, while we are welcoming the big trend, we must also consider the micro level, that is, consumers. In this regard, Shi, the head of the Home Textiles Wedding Hall, is full of expectations for Industry 4.0, and also puts forward the fundamentals of manufacturing, that is, the products must be excellent.
Shi: Change is the trend, products are the key!
Industry 4.0 has enabled the manufacturing industry to have a smart mind and achieve “smart” production to create “smart” products. At the same time, with the help of the Internet +, it is also possible to achieve the subversion and reconstruction of the business model. This is a scene that people are embarrassed, just like the dream of living in e-commerce 10 years ago. There is no doubt that the deep integration of Industry 4.0 and the Internet is a future portrayal of traditional manufacturing, and this dream will surely shine into reality.
In fact, the core of our Internet and Internet thinking that we talk about every day is still consumers – how to better serve consumers, that is, to provide more suitable products is the king. In fact, the final orientation of Industry 4.0 is still consumers, and it is still based on products that consumers welcome, which is the key to change.
The integration of Internet + Industry 4.0 has brought dreams to traditional enterprises in painful struggles, but the history of China's industrialization development is not long. Most enterprises have not yet achieved automation and digitization, and even only a few enterprises have reached the information age. Industry 3.0 standard. At this stage, while catching up with the trend, we must first liberate the brain, starting from the Internet +, using Internet thinking, and doing bold and a lot of innovation from the perspective of consumer demand, thus consolidating more development foundation. Therefore, I still have to remind that the product must be excellent, the Internet is only a tool for marketing, it is not all. The achievement of Industry 4.0 is still to be implemented at the consumer level.
At any time, the continuous development of the society, similar to the customization and other modes began to become popular, in fact, the arrival of the era of personalization. Industry 4.0 is the model to meet this complex and individualized needs. In many cases, the industry cannot achieve a large amount of personalized production, and Industry 4.0 accomplishes this goal through IoT services. Returning to the original point again, we still take consumers as the core and products as the core.
In this regard, Wang, the general manager of One Marketing Planning Agency, said that Internet+ provides a rare opportunity for Chinese manufacturing industry to actively integrate into the Internet rather than passively waiting for subversion.
Wang: Internet + era needs to be centered on "user experience"
Internet + has been proposed since the two sessions, and the concept has been reaffirmed in the State Council's executive council. The information technology marked by the Internet will play a vital role in the upgrading of China's manufacturing industry. When we look at the impact of the Internet on the retail industry, we will mention a trajectory: in the past, technology has driven the retail revolution. It is "technical change - production change - retail change - customer change", and the trajectory of the Internet + era becomes "technical change - customer change - retail change - production change", unlike the manual technology and industrial technology revolution, the Internet information technology revolution The basic logic is: the development of information technology - the increase of information dissemination path - customer omni-channel purchase - the company's omni-channel retail - the company adapts to the production of omni-channel retail. The reason is that the Internet breaks the time and distance restrictions, making the information highly transparent and open. This obviously reduces the communication cost between consumers and enterprises, and greatly enhances the participation of consumers in production, sales and sales. Optimize resource allocation——Taking Xiaomi as an example, Xiaomi mobile phone allows users and consumers to participate in front-end links such as product design and testing through Internet interactive platforms such as Weibo. As a representative of userinnovation, the case of Xiaomi mobile phone just explains the Internet+ era. The user experience is the center of the new changes brought to the manufacturing industry.
It can be said that traditional manufacturing companies have always been self-centered, and China's Internetization has started from the interconnection of consumers. Internet + provides a rare opportunity for Chinese manufacturing industry to actively integrate into the Internet instead of passively waiting for subversion. It is necessary to take the user's needs as the core and experience as the core, rebuild the supply and demand relationship between traditional manufacturing enterprises and users, and transform from traditional large-scale manufacturing to mass customization around personalized, customized and accurate user needs.
In terms of accurately grasping user needs, we can use technologies such as the Internet, big data and cloud computing to analyze user needs through active appeals and intelligence of users; in terms of satisfying user experience, one is more in product production, design and provision. Simple and convenient, users can participate deeply in it, and the whole process is more transparent and easier to win the trust of users.
In this regard, Zhou, a marketing expert, put forward his own views. Traditional enterprises, embracing "Internet +", can adapt to the "new normal."
Zhou: Traditional enterprises must embrace "Internet +"
Being labeled as a “traditional company” means at least the lack or even no Internet genes, let alone the “Internet +”! Nevertheless, it does not mean that traditional enterprises can only respect the "Internet +" and far away. Where is the way out for traditional enterprises?
First of all, go to the false and true, and recognize the true face of "Internet +". "Internet +" does not mean that you set up an e-commerce department, find a few people who have opened an online store to operate; or outsource some certain business to a third party, you are happy to be a shopkeeper, everything is fine. ! The essence of "Internet +" is to establish an ecosystem and establish an Internet thinking.
Second, based on yourself, find the entry point of "Internet +". Applying a famous saying, the Internet is not a panacea. However, no Internet is impossible! Therefore, it is not advisable for traditional enterprises to keep in mind that any fashionable and popular Internet + "Internet +" is not advisable. Finding the entry point is the ability to focus on the upper eye, exert force, and speed up, and then plan to develop.
Finally, create and meet the needs and let "Internet +" be used by me. In the end, the purpose of traditional enterprises is to create and meet market demand. Therefore, the "Internet +" is transformed from a concept of nothingness, an empty preaching, and an unclear theory into a real toolbox, a treasure chest, a sticky note, and a database. This is the only way. Doing this well, under the "new normal", traditional enterprises can still live a healthy and playful life.
Shao, founder of brand marketing agency, believes that a successful enterprise must go through three stages of concept, implementation and realization. Numerous entrepreneurs and companies are keen on concepts, and they are executing and dying.
Shao: In the era of debris, more integration marketing is needed.
"Internet +" is not new at all. It is nothing more than the trend of using the Internet to integrate, change and promote the innovation and upgrading of traditional industries. Pulling up a bit can be regarded as the driving force for business and social change. At present, more is still stuck in the technical and tactical thinking level, which is equivalent to mouse cement many years ago, just like the fierce Internet. The concept of thinking is just like letting more entrepreneurs indigest.
The rise of "Internet +" to the national strategy can indeed lead to a super tornado, which is more a policy dividend. For most companies that are "honest and honest", the concept of chasing still needs to recognize the situation.
The popularity of various concepts is nothing more than a fact: the current year has not been accurately defined. The root cause is that everything is fragmented. In addition to the most sharding of reading that you can feel the same, now: the channel is fragmented. You don’t know where to sell it. It seems that you can sell it. It seems that you can sell a lot of places, wherever you go. Appropriate, it seems that there is not enough insurance at all; the media is fragmented. In the past, no matter how the money was burned, it was still somewhat effective on the CCTV; the dry and strong media, the whole version can still be a bit moving; Let's engage in network soft and hard, and the traffic is still there... Now all kinds of new media are emerging one after another. It seems that there are more choices, but it is more difficult. If you have a "decentralized" poison, you don't know what to do. To do media promotion... The most difficult thing is that the crowd is also fragmented. In the past, you defined the “leadership group” as a standard. Now the group is disintegrating. Before, you can define “urban white-collar workers”. There is no doubt that there will be a bottomless gap between the post-85 and the post-90s. There is no group characteristic after the 90s... Don’t say that traditional enterprises are emerging Internet companies, and they are also very awkward.
Blue-and-white porcelain falls, the more broken and chaotic, but perhaps another beauty, perhaps there is another more attractive possibility. Win in chaos, see the birth of a hero; broken in the puzzle, in order to guide the direction. For enterprises, whether it is a business model or a marketing strategy, the more fragmented the environment, the more integration is needed.
How to integrate? First of all, it is a unified idea, not to be confused by illusions. Those who can fly in the sky, or eight or two birds. Everything is in the mouth of the wind, thinking is not quenching thirst, think about what it is that can make the company settle down. technology? mode? team? Still selling? Second, look at the trend and concentrate on the spirit. For enterprises, there can only be one development direction in one stage. There can only be one enterprise culture in one stage. Focusing on all the advantages and resources to fight a annihilation battle, guerrilla warfare is not suitable for today's environment.
Again, integrated marketing. Integrated marketing under fragmentation is intensive cultivation. It is familiar with the whole process of marketing. It is the integration and coordination under multiple professional subdivisions. Therefore, strategic operational thinking is especially important. This requires not only the marketing department of the enterprise to learn Chinese and Western. Familiar with online and offline, more collaborative companies need to be globally aware, rather than single-line operations. Finally, the land is realized. Today, the final output of marketing is not necessarily sales, it can be the number of fans, brand valuation, technology patents, etc., but it must be clear and convertible. No matter how good the concept is, it can't be transformed. In fact, this is also the biggest problem of the Internet.
A successful enterprise must go through three stages of concept, implementation, and realization. Numerous entrepreneurs and companies are keen on concepts, and they are executing and dying. Today, success or failure is the Internet, and business that does not touch the Internet is no longer a business. After all flatness and decentralization, even brand awareness and reputation have become a illusory word, and marketing is just the opposite. Its organizational system, promotion system, and channel system need stronger and centralized power than ever before. First, it is a huge challenge for today's business.