Today, we introduce B2B sale two kinds of new trends: Content sale is changed and serve sale to change.
What is traditional B2B sale?
Our understanding is: Concern sale + functional sale + low sales promotion.
These are the basic methods of traditional B2B sale, efficiency is lower and lower, effect worse and worse.
Today, we introduce B2B sale two kinds of new trends:
Because content of this two big new trends is very rich, and our length very finite.
Accordingly, we are chosen " the content sale that is based on consequence " and " the service sale that is based on setting " 2 strategies grow way, come analytic.
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Broad sense will tell, sale has two big functions:
Be based on the content sale of consequence, just can have this two big functions at the same time. We carry 3 groups of case, come specific have a look.
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Case 1. Mi Jilin
Brand force + tire is retail change
Mi Jilin in order to make tire make one's fortune, it is the leader of global tire production industry, old since hold global market share all the time the first.
① content sale.
1900, mi Jilin rolls out a variety of publication such as travel directory, meal guideline, successfully oneself the functional sale from tire, upgrade the content sale that is high grade life.
Nowadays, dining-room of Mi Jilin SamSung, it is the meal with the most authoritative whole world chooses one of sheet of a list of names posted up.
By 2016, mi Jilin releases chinese mainland first meal guideline. Include: Dining-room of dining-room of dining-room of a SamSung, 7 2 stars, 18 one star.
Say none exaggeratively, mi Jilin is the Internet thinking that does not have Internet.
② convention is sponsorred.
Mi Jilin is one of sponsors of competition ground motion with the greatest whole world, wait for match of this kind of top class car in the light of F1 especially.
③ tire is retail change.
2007, the content of before Mi Jilin is ranked for Europe 5 sheds a company -- not Ma content flows, supply tire retail change and solution of motorcade whole tire serves.
According to the kilometer several collection tire uses fee, and of economic cost 50% attributive Mijilin.
The effect is very ideal, final to not Ma content flowed in tire domain to save the cost of 30% .
2017, sale of Mi Jilin product grows 19% , annual net profit achieves 1.7 billion euro, creation history is new tall.
B2B industry has content sale very hard, mi Jilin develop a new style or a new method of one's own, cut from viatic periphery, give priority to a problem with high grade life.
Reduced the cost that content produces and difficulty, won many user contact, and the user experience of high quality.
What promoted Mijilin secondhand tire is famous degree, beautiful praise degree, faithfulness is spent.
Case 2. Telaote locates + plum table of article calling animal
We cite two representative case here:
Telaote locates
① is published with the tradition give priority to, establish professional reputation.
1969, telaote published " fixed position: Coessential the path of the competition that spends a period " , put forward first " fixed position " concept.
1981, publication learning monograph " fixed position " . 2009, roll out " new fixed position " .
② introduces industrialization advisory service.
1972, systematization ground puts forward Telaotedi fixed position is academic, introduce industrialization successfully this is academic.
Put forward " fixed position 4 footwork " and " 9 big difference are changed " etc have solid the advisory solution that holds a gender.
Telaote is a lot of quick pass the time in a leisurely way of Chinese to taste, health care tastes well-known company to had offerred the strategy that gives priority to with overall competition to seek advice, include Wang Laoji, east A donkey-hide gelatin.
Plum table of article calling animal
① is published with the electron give priority to, establish professional reputation.
Plum call animal, was born 1991, institute of Tsinghua university be in charge of graduates. He writes article of date of public of a small letter every week.
Among them because of " monthly pay 3000 with what do 30000 have to distinguish " , " why can be you written from hey model article table, the X distinction with Y article table " wait to explode a few pieces money article, have his moment quickly.
② introduces scientific explanation sale.
Plum call animal most the achievement that take great pride is: Can use cognitive psychology or the principle of human sociology, will explain the specific phenomenon that advertisement learns.
Always can establish very complex connection between the thing, give out the scientific explanation of explain the profound things in a simple way and logistic frame.
When " monthly pay 3000 with what do 30000 have to distinguish " when having one's moment, zhou Hong Dai invites plum call animal to give 360 offer article table to seek advice.
When " why can be you written from hey model article table, the X distinction with Y article table " inside the time of half an year after having one's moment, about 2000 companies search come to discuss cooperation, include company of almost entire domestic a gleam of among them. The efficiency of sale of this kind of content and effect, it is extremely breathtaking.
On December 19, 2016, plum the company that calls animal is bought with the price of 100 million yuan of RMBs by Baidu, he himself also becomes the youngest vice president on Baidu history.
① spy service is special fixed position and plum table of article calling animal, successfully implementation category upgrades.
Telaote is the earliest be from advertisement psychology build up, competitive strategy upgrades after, final him conduct propaganda is business of advisory service of strategic fixed position.
Plum calling animal also is from very narrow article table science is changed cut, upgrade to sale service, finally also is business of strategic advisory service.
Characteristic of ② oneself sale
Telaote is in the sale of oneself,
Have two big characteristics:
And its successful case is famous degree very big also, need successfully to rely on normally with great quantity advertisement is devoted.
Plum in calling animal the sale in oneself, see the mark of sale not quite easily.
Also have two big characteristics:
Special ground connection enrages sale of this kind of content, more important is sale cost very low. So, in Internet circle, age is not old name is very big.
③ times applicability
The main theory that is in charge of a Confucian school of idealist philosophy of the Song and Ming Dynasties now is to go up the century puts forward, telaote is not exceptional also.
This brought about Telaote more get used to industrialized times, to Internet, move especially the applicability of Internet has bigger lag sex.
And plum the aborigines that calls animal to be equivalent to mobile Internet, his methodology natively gets used to mobile Internet.
Of course, compare with Telaote, plum call animal to still need more time precipitation and actual combat case to optimize as academic as iteration frame.
Case 3. Auroral big data
Industry force + business seeks advice
Home's banner mobile big data serves trader.
① industry reports.
Auroral big data combines the data of oneself platform, often roll out the report of all sorts of industry themes. Cause numerous media attention and transmission, build industry force.
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② industry is exhibited / congress.
Attend all sorts of trade plenary meeting. Enter the B2B place exhibition of CJ for instance, and the point of view is expressed on plenary meeting of a lot of trade. Next, have transmission through of all kinds media, elevate the status of the industry.
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Auroral big data is in on July 26, 2018, appear on the market in Nasidake. Current, market prise 1 billion dollar.
Mention above, sale has two big functions:
So, be based on the service sale of setting, whether to have this two big functions at the same time? We also come through 3 groups of case specific look.
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Case 4. hungry
Spend decision-making service again
China sells a service terrace outside banner meal.
hungry when be being popularized the earliest to the businessman, in user acknowledge level, muddled muddled knew the ground to encounter 3 fractionize market:
At this moment, hungry did two things:
① is short-term and long-term it is right thing: Give the businessman that spends an explanation again, do computer to serve trader.
The computer price at that time is probably 3000 yuan, hungry oneself assemble PC, make computer price reduces 1500 yuan, those who reduce a businessman purchase cost.
Duplicate to the businessman every week film of edition of a few pilfer, the help installs software, reduce toxin regularly, reduce a businessman to use cost greatly, hoist the additional income of computer.
Accordingly, hungry do computer to serve trader first, the service sells business outside be being done after. Make the service sale that is based on setting, will extend B continually to carry the market.
② is short-term and correct, long-term incorrect thing, abandon building content to flow oneself namely.
Spend explanatory businessman gently, often content sheds a partner. Then, hungry abandoned building content to flow oneself in period of time.
Although this reduced operation cost, also reduced the height of moat at the same time.
Beautiful now round main attack " sell outside beautiful group, send what fast " . Because the competition ability of the first core of business of service of this locality life is the content of 30 minutes of service sheds ability,this is.
After outside be being entered in a large-scale till beautiful group, selling, hungry just realizing the businessman is developed is not the mainest problem, content shedding ability just is core. Then, developed hummer content to shed platform.
Competitive result
Final, hungry be bought by Alibaba with the price of 9.5 billion dollar.
Perhaps, hungry administrative group includes piece of Xu Hao inside, nobody realizes: Computer serves trader, once was hungry a of B2B sale classical.
Case 5.G7
Onefold user interest is nodded
The company of network of wisdom content couplet with lead industry.
Drop of onefold user profit is cut.
Of G7 cutting a point is very narrow, word art system also is special spirit allows, have setting to change very much.
In " onefold user interest is nodded " on, efficiency promotes 10 times, and the effect is visible, promote B2B the efficiency of sale greatly.
G7 had spanned now the sale level that onefold user interest chooses, grow for platform of net of couplet of an omnibus content, network effect became bigger moat.
The content of the service on G7 platform sheds an enterprise to exceed 50 thousand, join car exceeds 600 thousand. Total financing forehead exceeds 3.2 billion yuan of RMBs. Its client has capital east, the enterprise such as state of day cat, beautiful group, heart, suitable abundant.
Case 6.IBM
Commercial concept
The cognitive solution with banner whole world and cloud make the same score station company.
The technical service capability of IBM is very strong, but it is stronger is commercial concept pack with promotion.
For instance:
Nowadays, in the world, cognitive Congnition this keyword was contracted by IBM almost, it thinks next trade theme is cognitive commerce.
The backside of commercial concept, the B2B that is IBM exclusive advantage serves. For instance: The core of cognitive commerce is the DeepQA system with peculiar IBM.
This system can help a client use big data system to undertake dimensions chemistry reviews, and build what compose belongs to client oneself according to target inference have the cognitive system of artificial intelligence.
2018 first quarter, branch of solution of IBM cognitive trade brings income of 4.3 billion dollar.
Sale of concern of = of sale of 1. traditional B2B + functional sale + low sales promotion.
Among them:
2, the two big trends of contemporary B2B sale: Content sale is changed + service sale is changed.
3, the content sale that is based on consequence. We explained the strategy such as brand force, professional consequence, industry force grows way.
In these 3 kinds of strategy:
4, the service sale that is based on setting. We explained the strategy such as concept of drop of profit of heavy degree of decision-making service, onefold user, business grows way.
In these 3 kinds of strategy:
