The forum is guided by the Internet thinking. By inviting well-known scholars and Internet company executives, the industry's background analysis, business concept transformation, case analysis and research, etc., in-depth analysis of the Internet marketing transformation process of the industry, enterprises and dealers Analyze and discuss, and make suggestions for the development and transformation of enterprises and distributors in the Internet environment, and finally form strategic cooperation of related projects.
Internet thinking words such as "Internet thinking", "big data", "consumption of consumer behavior", "cross-border cooperation", "customer orientation", "marketing transformation" have become the key words in the content of this forum, fully reflecting The company's transformation model of Fukuda's continuous shift to Internet thinking.
Transforming and Consolidating Growth to Create Internet Temperament With the mobile Internet gradually entering our lives, people's lifestyles and working methods have undergone tremendous changes, including IT strategic technologies such as mobile devices, mobile technologies, cloud computing, and big data. It plays an indispensable role. The opening of the 4G era and the massive application of mobile terminal devices will inject huge energy into the development of the mobile Internet and drive the mobile Internet industry to leap in an unprecedented leap in 2015.
Under the mobile Internet environment, how should enterprises complete their own thinking and transformation? Yang Guotao, deputy general manager and CIO (Chief Information Officer) of Beiqi Foton Motor Co., Ltd. believes that with the advent of the mobile Internet era, technology and data will be based on enterprises. Business models, strategies and operations bring many more innovative opportunities. Innovative business models are also possible because of the application of new technologies. The continuous application of new technologies and the continuous collection of data for enterprises can be found in the mobile Internet. The era has experienced explosive growth and promoted the rapid development of enterprises.
Yang Guotao proposed that in the era of mobile Internet, a variety of business models were derived, such as: B2C, C2C, B2B, C2B, O2O, B2T, B2G, C2B, B2F, M2C, etc. The support for the business model is based on a complete operating model, and the change to the operating model is centered on the “customer experienceâ€, emphasizing user thinking, respectively from mobile applications, big data, cloud computing, decentralization, IT The structure, organizational structure and other aspects are the focus of the transformation of the enterprise.
How to create a new business model centered on the “customer experience†through the Internet? In the view of Foton Motor, the core content of the business model is to meet customer needs, achieve customer value, and continue to achieve profitability goals. The traditional business model is based on B2B, while the Futian commercial vehicles are definitely B2B and B2C. This requires research from the consumer's habits, establish a relationship with customers based on openness, and build customers based on customers. Communication platform between.
Since the early years, Foton Motor has proposed the goal of becoming an "Internet-specific" car company. This is precisely the need for Foton Motor to establish a new business model through Internet thinking to meet the full range of customer needs; in the process of development, manufacturing and marketing, it is no longer just to focus on automotive products, but also to 360 degrees of attention. Every aspect of the customer's work and life meets the diverse needs of consumers.
Building a new ecosystem to promote the full value chain through interconnection and interoperability In the view of Foton Motor, the arrival of the mobile Internet era has brought tremendous impact on traditional enterprises. The core content is to achieve comprehensive interconnection and interoperability. First of all, customer-centered, with the help of Internet technology, the interaction between Foton Motor Group, suppliers, distributors, service stations and customers; secondly, with order flow as the main line, through the Internet platform, Futian Automobile and suppliers, distribution Information sharing between merchants, service stations and customers.
Returning to Futian Automobile itself, how to establish a new model based on the current development of mobile Internet and the status quo of the enterprise itself? The answer is based on the T-mode of Foton Motor for data insight and data management and application.
The foundation of data insight is based on data, specifically big data. For Foton Motor, customer data is one of the key points. It has a good insight into customer data, deep interaction with customers, and builds a sticky relationship with customers to win the market. Therefore, on the basis of insight, Foton Motor will establish a unified and integrated customer database to manage the sharing and security of customer data, and provide unified customer data mining and analysis services for cross-department and cross-brand data applications.
At the end of the forum, a signing ceremony for the strategic cooperation between Foton Motor and Easy Car Company was held. The cooperation between Foton Motor and Easy Car will include two aspects: vehicle terminal development project based on the needs of commercial vehicle users, and research and implementation of customer business model transformation for dealers.
The cooperation between Foton Motor and Easy Car Company is to use the big data platform resources of Easy Car Company to supplement and improve Futian Automobile Customer Relationship Management System, optimize and enhance the marketing platform, and use mobile Internet means to help dealers improve their terminal marketing capabilities. In addition, Foton Motor will strengthen its cooperation with the existing projects of the company (Che Yitong, website model library), and comprehensively expand the scope of cooperation on the sales platform (Easy Mall, etc.).
In this regard, industry experts commented that “Futian Auto and Easy Car Company can not only jointly develop innovative customer communication platform and service system, but also fully meet the needs of users, and also provide experience value-added services that are strongly related to products.â€
In this way, Foton Motor has become the first company in the commercial vehicle industry to establish a big data platform. Through the big data platform resources of Easy Car Company, Foton Motor can unearth the customer's behavior habits and preferences, find products and services that are more in line with customer interests and habits, and adjust products and services in a targeted manner. And optimization, this is the value of using big data.
Building an IT solution to return to the user business model Faced with the new business model of the Internet, what should Fukuda do in its specific work?
Foton Motor proposed a new concept of “user managementâ€. User management is actually a business philosophy, but also a management system. Enterprises must regard themselves as an organism that creates customers and satisfy customers. Management can't think that they are just making products, but to provide customers with satisfaction. Value is our responsibility, which is actually the basis of our customers' business thinking.
Why do you want to propose such a concept? Yang Guotao said that in the oversupply of products and services, and the formation of the buyer's market today, competition among enterprises has shifted from competition in products or services to competition for limited customer resources, even though competition between enterprises is more current. Many places are represented by brand competition, price competition, advertising competition, etc., but they are essentially competing for customers. Therefore, it can be said that the key to business management is the operation of customers.
In the specific business operations, Foton Motor will transform its previous business model, from phased operation to customer life cycle management; product management turns to customer's overall operation; customer's passive operation turns to active operation; customer's shallow operation turns to deep management .
Through the new business model of “user managementâ€, we can establish an overall customer relationship management system by means of the Internet, and build a Futian commercial vehicle ecosystem with customers as the center, so as to “stick†customers and create Futian and dealers. Value, promote the development of vehicle sales, after-sales service and accessories sales, after-market business (used car + finance); create customer value, enhance customer satisfaction and provide value-added services.
In the future, based on the business model of “user managementâ€, Foton Motor will establish a “customer-centric†all-media customer relationship platform, use Internet thinking to mine big data, provide customers with quality services, and maximize customer value. To achieve multi-channel customer interaction, diversified marketing service models, highly integrated systems, intelligent and diversified business portfolios.
The cooperation with the car company is a big step for Futian Automobile to transform into a comprehensive Internet transformation of the company's full value chain. It is also a starting point for entering the big data era and the “user business modelâ€.
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