Example of successful transformation of traditional industries 1: Wanda group 20 15 65438+ 10/7. Wang Jianlin announced in his work report 20 14 that Wanda started the fourth transformation plan, and the main content of the transformation was to turn to service-oriented enterprises, including Wanda group transformation and Wanda commerce.
After the transformation, Wanda should implement a new development model and accelerate the development of cultural tourism, finance and e-commerce in three industry. By 2020, it will form four major sectors: business, cultural tourism, finance and e-commerce, and completely realize transformation and upgrading.
As the leader of the most traditional heavy asset industry, Wanda has undergone four transformations, and each time it has stepped on the right pace. This time, the transformation made by Wanda is likely to affect the process of the whole real estate industry: the house may be free in the future, and the link of charging is service. The house may just be an entrance to traffic, which is really touching!
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Example 2 of the successful transformation of traditional industries: Eslite Bookstore Eslite Bookstore subverts traditional bookstores to sell books. In Eslite Bookstore, in addition to buying books, there are countless creative gift shops and specialty stores on each floor, and there are even some free brands and privately customized clothing stores and fashion shops. There are galleries and interactive spaces on the top floor, and restaurants, cafes, supermarkets and flower shops downstairs, but the layout makes people feel that bookstores are the main ones.
This business model relies on huge customer flow. At the beginning, only the most sticky commodity books were made, and the profits were thin. When scholars regard Eslite as a temple for buying and reading books, they should appropriately introduce other creative services and value-added services such as catering that meet the tastes and demands of scholars, so that this customer group can feel a better one-stop experience.
Bookstores similar to Eslite Bookstore in China have undergone many transformations. However, the quality is the way. Com believes that most of them get their shape, but they don't have their spirit. Please note that Eslite Bookstore pays more attention to the integration of scenes. Instead of simply selling additional consumer goods such as coffee and clothes in bookstores. Did they take it seriously? Scene? The concept of.
Successful transformation of traditional industries Case 3:lobe lobe is a traditional small household appliance enterprise integrating R&D, production, marketing and promotion. Its main business includes: various household and commercial high-end water purifiers, electric pressure cookers, rice paste machines and other small kitchen appliances. Among them, the electric pressure cooker category is positioned in the middle and high-end market, ranking fourth in the overall industry.
Luobei is located in Songshan Lake National High-tech Park in Dongguan. The factory covers an area of more than 50 mu, including office building, R&D center and production center. In the past two years, due to the market environment and channel fragmentation, traditional channels have declined, and e-commerce and gift channels have increased, but the growth rate is slow. Industry characteristics: the product development cycle is relatively long and the cost is relatively high.
Entrusted a trademark office to register in 2003? Le Bang? Trademark, but because the enterprise didn't pay attention to it, it was found that the trademark was registered three years later, and some customers and markets were lost, and more than 200 million marketing expenses invested in the early stage were wasted. Later re-registered a new brand? Lobe？ . During this period, a group of managers were introduced, but the development of the enterprise was not satisfactory. In 2009, the company repositioned itself and thought it was still in the growth stage. With the development of channel fragmentation, the company set up a new channel department to develop gift channels, TV shopping, e-commerce and other channels. Because the team is not familiar with how to operate e-commerce, it has made multi-directional attempts in several years, and has also settled in Tmall, JD.COM, Gome Online and Suning.cn platforms. Although some achievements and progress have been made, many difficulties and problems have also been encountered. In 20 15, the company plans to make a big breakthrough in e-commerce.
Examples of successful transformation of traditional industries Part IV: Jiaduobao Group 2065438+In May 2005, Jiaduobao launched a golden pot of herbal tea and swept it away, forming an internet life circle.
What is the logic of this life circle? Born of jars? Consumers buy Jiaduobao because they are thirsty. By sweeping, they enter the internet life circle, and then link other friends or complete their own more convenient life, thus changing the isolation of consumers when consuming FMCG, and making every jar a convenient entrance to the life circle.
According to the official explanation of Jiaduobao, Jiaduobao will integrate the advantages of existing resources around the four main lines of food, entertainment, sports and music, and plan to provide psychological benefits to consumers around a theme every month, so that users can be connected in series in the future. Thousands of ways of life.
Jiaduobao has always been known for its marketing strategy. On the surface, this time it is for promotion, but it provides imagination for the future of retail industry. The future competition in the retail industry may not only be short-term sales, but also the stickiness of a life circle.
Chapter 5: Successful Cases of Traditional Industry Transformation: Suning Group On June 5438+1October 12 this year, Zhang, Chairman of Suning, announced at Suning's spring deployment meeting that Suning Logistics Group and Suning Financial Group were established for the first time to speed up the industrial development and independent operation of the two business segments and comprehensively enhance the competitiveness of the industry.
Zhang divided Suning's transformation into three stages:
The first stage, Suning.cn.
In the second stage, offline internetization will strengthen the integration of mobile terminal layout and O2O.
In the third stage, the supply chain will be transformed into internet, internet finance, logistics socialization and public cloud, so as to realize comprehensive internet.
One of the important measures of Suning's transformation is to use Internet technology to transform stores, establish offline cloud stores and enhance user experience, which is the true interpretation of O2O. No wonder everyone likes it and agrees!
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