The White Paper on Eco-brand of the Internet of Things was jointly published by Kaidu, the world's top brand strategy consulting organization, Oxford University and Haier Group, and its authority is beyond doubt. Taking Haier as the core case, it fully illustrates the pioneering role of local enterprises in China in the ecological exploration of the Internet of Things.
Haier is forward-looking in exploring the ecological model of the Internet of Things.
In commercial times's zero-sum game, the main demand of customers for brands is quality, which makes the competition between brands focus on production factors. With the rise of the Internet, e-commerce platforms have mushroomed, and customers are increasingly called "users". At this point, the user's demand has been upgraded to the demand for product diversity on the platform, and at the same time, the brand's competitive strategy has occurred, quickly following the platform to grab traffic. "Flow is king" has become the realistic basis for long-term hegemony in the past decade.
However, whether it is to improve the quality or increase the flow, in the non-ecological mode, resources can only be in an either-or zero-sum game state, reflecting the great consumption of social resources. Under the ecological mode of the Internet of Things, the enterprise fence will be torn down, the supply chain boundary will be broken, and all resource parties will realize the * * * win of the non-zero-sum game.
Zhang Ruimin, Chairman and CEO of Haier Group, realized this as early as 20 15. It is precisely because of Zhang Ruimin's foresight that Haier's exploration of "one person, one person" is at the forefront of the times and plays a benchmark role in the world.
Haier's exploration of the ecological model of the Internet of Things conforms to the trend of the times.
It is not difficult to see that with the progress of the times, the logic of global business development has also undergone tremendous changes, and all resource parties have begun to realize the importance of winning by * * *. The traditional buying and selling scene is rapidly iterating to the experience scene, and the social economy and the * * * enjoyment economy are sweeping. Therefore, the traditional business model is not enough to meet the challenges of the times, and the era of ecological economy has arrived, breaking down enterprise barriers and making the internal and external chains of * * * win.
As Zhang Ruimin said, "In the Internet of Things era, enterprises should no longer be a walled garden, but a tropical rainforest. The rainforest will not die, because it is an ecosystem that can breed new species and live forever. "
The user demand under the ecology of Haier Internet of Things is the core driving force for its innovation and development.
Everything starts from the needs of users. This slogan seems simple, but in fact it is complicated. In the era when traffic is king, although both e-commerce platforms and brands take customer demand as the source of product production and improvement, they are all constrained by ineffective demand points and wasted costs, and finally embark on the old road of price war.
In the process of exploring the ecology of the Internet of Things, Haier did not shield users' interaction, but let users participate in product design and testing. For example, there are more than 9 categories 1450 scenes such as laundry balcony, fitness balcony, leisure balcony, lovely pampered balcony and green planting balcony, which not only fully meet the individual needs of users, but also attract the continuous participation of leading brands in the industry. The new ecosystem based on user experience is gradually improved, which drives enterprises to innovate and develop continuously.
The transformation under the ecological mode of Haier's Internet of Things has provided endogenous power for its transformation and upgrading.
In the Internet of Things era known as the "fourth industrial revolution", enterprises no longer rely on external competition, but more on endogenous motivation.
Internally, the eco-brand of the Internet of Things has established a strong connection between employees and users, and has made changes in employee roles, organizational structure, salary model, management methods, incentive mechanisms, etc., which has greatly broken organizational boundaries and comprehensively improved the resilience of enterprises.
Externally, the ecological brand of the Internet of Things has also promoted the vertical resource enjoyment and horizontal cross-border innovation under the original supply chain model, upgrading and iterating from the traditional production model to an innovative production ecology with users as the center and no resource barriers. Goodyear Logistics has linked the resources of food, agriculture, sports, home and other industries and exported more than 2,000 personalized health solutions with user health as the core demand, which can prove this point.
Therefore, we can see that the ecology of the Internet of Things is the necessity of the development of the times, and this necessity also needs someone to lead. Haier's exploration of ecological model is the leading and demonstration made by China brand in the world business field, and it is an exploration of epoch significance.