Industrial Internet is a ground war model, achieving a distributed alliance.
The advancement of the industrial Internet requires a step-by-step approach and an inch-by-inch progress.
Under the golden age of traffic, entrepreneurs believe that the emergence of the Internet is to eliminate the intermediate links and agents dealers. But many Internet platforms have ended up becoming the biggest agents. The final result is that although the monopoly has been realized to a certain extent, the efficiency of the whole industry has not risen but fallen.
Now it seems that the Internet has indeed lowered transaction costs,
but it has also dramatically lowered the transaction costs of the middleman.
The intermediary chain may shorten in some industries, but the intermediary will not disappear, and will assume an increasingly important function.
Choosing the right regional partners and designing a good regional cooperation mechanism
is the key to expanding the territory of industrial Internet platforms.
First of all, regarding the setup of industrial router partners,
there is a need to reset the mentality of cooperation.
The cooperation mentality may seem vague, but in fact it is the premise of whether the industrial Internet can really land.
Although in recent years, both the platform side and the brand side, the cooperation of the agent dealers are renamed as city partners, changed to a more decent vest, but the relationship between the two sides has not undergone essential changes.
Whether or not they are called city partners, in the eyes of the platform:
The value of the regional partner's pioneering small b is far greater than the value of their service small b; the short-term harvesting of their value is far greater than the long-term management of their value.
Most of the new platforms and brands are concerned about earning a franchise fee from the city partners, and then borrowing the fake to repair the real one, and after using the "city partners", collect the small b to the platform, and then turn around and wash the white.
Because of this mentality, the upstream and downstream of the industry chain has become the relationship between the sickle and the leek. Every upstream scythe is sharpened to the downstream of the new leek, and every downstream leek also has a harvest more downstream of the heart.
The result is that half of the platform pits the city partners, earning the money of the regional partners; and half of the regional partners pits the platform, getting the platform's ability to empower, only to recruit and not pay taxes, and do their own business under the banner of the platform.
The ending is a zero-sum game, instead of becoming a ****same body, it has become an enemy of the enemy.
The era of industrial Internet calls for a new altruistic core business culture, and the mentality of ****-symbiosis is a prerequisite for the achievement of industrial Internet platforms.
Secondly, about the choice of industrial router partners.
The general focus on regional resources, regional head chain organizations, regional circulation service providers in three categories of people.
The three groups of people have their own characteristics, and are suitable for uniting different business models.
Regional resources: local contacts and government resources, generally suitable for the integration of production enterprises;
Regional distribution service providers: all kinds of brand agency resources, generally suitable for the integration of offline retail stores;
Regional head of the chain: the local industry has a certain degree of industry influence, generally suitable for the integration of the offline service organizations.
Of course, the specific selection of which type of people as the regional partner of the industrial router is based on the specific business model.
Early childhood education industry router one point one drop in the selection of regional partners, has encountered several pits.
At the beginning, the founding team chose the ECE equipment agent as the partner candidate, and found that in the ECE industry, the relationship between the equipment agent and the director is the relationship between party B and party A, and it is difficult for the agent to really influence the director.
Then they chose a regional resource person as a partner, and again found it unsuitable. Although the local education commission issued a red-tape document to support the conference, the government's support made the commercialization into an awkward situation.
In the end, they chose the most famous or largest kindergarten director as the regional partner, and found the right person, each director knows at least ten or more directors, and the directors love to learn from the advanced experience, so the head of the head of the kindergarten in the local counterparts have a very strong influence.
Not only do regional partners need to find the right people, but empowered small b also need to find the right people.
Within the husband and wife store, the boss's wife is responsible for operations, the boss is responsible for delivery, the boss is generally more Buddhist, while the boss's wife is keen to compare. Because I hope to do better than their peers, the boss's wife is more willing to learn new things, accept industrial router access to the store, and more importantly, they hold the financial power of the store.
It has been proven that empowering the boss's wife in the store, the effect is often far better than empowering the boss.
So finding the right people is the key to building a collaborative network of industrial routers.
Finally, the determination of the regional collaboration mechanism of industrial routers.
I'm more optimistic about the "base" model of strong relationships than the "office" model of weak relationships.
A lot of platforms come up and try to be big and holistic, eagerly hoping to plant red flags all over the country. What I value more is the breakthrough of a single person, a single store, and a single city.
The so-called single breakthrough, refers to the industrial router to really help small b in a single customer to harvest greater value;
The so-called single store breakthrough, refers to the industrial router to really help small b to realize the store ping efficiency, human efficiency and time on the qualitative breakthrough;
The so-called single-city breakthrough, refers to the density of the industrial router to cover the empowerment of the small b to a certain extent.
The so-called single-city breakthrough, refers to the industrial router to cover the empowerment of the small b to a certain extent.
The so-called single-city breakthrough is a real breakthrough.
Only by truly realizing the three breakthroughs can we polish the regional MVP empowerment model and form a regional scale effect.
A good regional base model is formed by the regular army, the Rangers and the militia company *** working together.
The regular army refers to the Supervisory Political Commissar sent by the industrial router company,
The Freeze Brigade refers to the regional partners of the industrial router company,
The Militia Company refers to the regional Key Opinion Merchants, or KOBs for short.
The Political Commissar is the arm responsible for connecting the center and the local area;
The Partners are the palms of the hands, responsible for the local empowered landing;
The head store is the finger, responsible for forming regional industrial alliance, consolidating and reaching every corner of the region.
711's OFC mechanism is a benchmark case of the political commissar.
711's OFC more than 3,000 people, each of them is responsible for 7 to 8 stores, engaged in front-line store operation guidance consultant work, to help these stores to grow together, they go to the store twice a week, each time to stay to guide 3-4 hours, and every week a little bit from all over the country to return to the headquarters for a meeting.
In terms of operator empowerment, from the smallest standardized pleasantries, settlement of hospitality behavior, etc.; large to the purchase and display management, inventory analysis, etc. have SOP (Standard Operating Procedures). And will continue to training and hand in hand counseling, more importantly, will continue to collect store demand, based on demand reverse new product development.
Yiyatong, Huitongda, Xinliangji and other industrial Internet platforms have contributed to the success of different industrial regional collaboration mechanisms.
Among them, Huitongda's "district customer store generation" collaboration mechanism is particularly classic.
"District" refers to the regional operations manager of the Huitongda branch,
The branch is a regional dispatch organization of the Huitongda headquarters, basically based on the unit of the province, mainly responsible for the regional standard-setting, training and management;
"Customer" refers to the person responsible for developing and operating the operation, and is also responsible for the development and management of the regional operation of the Huitongda headquarters. The "store" refers to the specific coverage of the store husband and wife store,
Huitongda will all the members of the store's backstage connection, integration of its demand information, unified to the upstream manufacturers of procurement of goods; the front-end is still fully to maintain its flexibility, do not require a unified door head, logo, price;
"Generation "refers to the agents under the member store,
developed by the member store itself, usually the village KOC, often a member store has twenty to thirty agents, who on the one hand, publicize and forward the store's information, and on the other hand, also keep an eye on the movements in the village, and actively collect leads for the transaction.
The regional manager is responsible for supervising the regional JVs and training the account managers,
The regional JVs and their account managers are responsible for serving the member stores,
while the agents are responsible for supporting the member stores to develop better.
Relying on the collaborative mechanism of "district customer store generation", Huitongda's annual overall sales scale has exceeded 40 billion yuan, and its business scope has covered 20 provinces across the country, with more than 500 regional joint ventures, and the number of member stores has reached 105,000.
A good regional collaboration mechanism must be able to promote industrial routers, regional partners and empower the formation of industry between stores **** the same body, to achieve the spirit of the union and the organic combination of interests **** the same body, whether it is long-term equity incentives or short-term cash incentives, the design of the industrial collaboration mechanism will always be the achievement of the industrial router's key ability to combine the art and technology.
Author Bio
Minglei Tang, PhD in management, partner of Centillion Fund, and founder of Tongchuang Holdings, the largest domestic accelerator platform for new consumer women and mother-child parent-child economy. He is the founder of the first industrial gas pedal in China, the first batch of national-level crowdsourcing space by the Ministry of Science and Technology, and the first crowd-focused economic investment organization in China, Guantong Fund. He is an expert of CCTV Finance Channel's Venture Capital Think Tank, a national entrepreneurship mentor of Ministry of Education, and a guest investor of "Heroes of Entrepreneurship", "Super Speaker", and "The Road to the Top", focusing on the industrial Internet and crowd economy and large-scale consumption in the field of investment. Centillion was founded in 2014, with a total fund management scale of more than 12 billion RMB, and has become China's largest globalized entrepreneurial mother fund and industrial Internet head direct investment fund, with 93 listed companies covered by direct investment and investment.