What is industry disruption? Industry subversion refers to a vertical field, which has formed a certain market scale after a period of development due to adapting to the big economic climate at that time. Generally, various industries coexist, with basically equal income, and relatively fierce and even vicious competition among them. However, the charges are against the market scale and too high. With the change of the big economic climate, A more advanced and reasonable model has emerged. The new model has entered this vertical market in a more powerful form, quickly defeated all the old enterprises or companies in this field, and formed a situation of dominating the market. To put it simply: the drastic change of the new model replacing the old one.
Features:
1. There is a certain market scale, and the competition is fierce and vicious;
2. The charge is extremely unreasonable and high;
3. The mode is relatively old and does not conform to the general trend;
4. The new model is in the process of brewing and has the trend of replacement.
For example: Kang Shengchuang wanted to release Discuz at the end of 2005! The "Discuz! Declaration", a free declaration for ten thousand years, directly defeated all the original forum systems in the network market in about half a year, including the original trump card companies in the forum field (ActionEase). Technique: free program+service charge. Continuously launch value-added service functions (secondary development and operation and maintenance support) to earn hundreds of millions of service fees every year. In 2010, it was reportedly acquired by Tencent for 70 million dollars. The mode is: free platform+value-added service charge.
Another example: Qihoo released the official version of 360 anti-virus software in September 2009, only four months later. In January 2010, Qihoo easily surpassed Ruixing, the leader in the anti-virus field, and overturned the pattern of the anti-virus field. Technique: use free anti-virus as bait to help 360 security guards develop rapidly, and bring anti-virus users into the security field for rapid success. It realized the traffic through browser products and successfully launched. This subversion is totally a strategic victory.
Then, what other industries have the risk and possibility of being subverted, or what other industries will follow their inherent laws to the inevitable path of subversion?
yes! It is the field of online customer service system! Why?
The reasons are as follows:
1. The charges are extremely unreasonable. For a small online communication tool, the rental version is 500 to thousands of yuan, which is almost the same as an e-commerce platform program, and seriously inconsistent with its value. What's more, its service version is up to tens of thousands or even hundreds of thousands of yuan; The reason is that the information is asymmetric. The offline business owners do not understand the Internet, and they feel that the offline model is worth the money;
2. There are many small companies in the field of online customer service system, none of which is an absolutely leading ace company, and the total market of all small companies is not small;
3. Malicious competition among small companies deceives offline entities, forming a strange phenomenon that many small companies occupy the market together;
4. With offline enterprises' understanding of the Internet, especially since 2008, the rapid development of traditional enterprise e-commerce marketing and the emergence of new, innovative and strong growth e-commerce service companies (companies with annual business of more than 100 million) have made the online customer service system field marginalized and plug-in, and customer service companies are becoming more and more difficult.
What strategies and methods will be adopted if we want to subvert the online customer service field?
It can be divided into two subversion modes, one is called small subversion; One can be called subversion.
What is small subversion?
That is, one of the companies in the field of online customer service system stands out and directly dominates the market in the field of online customer service system.
The tactics are as follows:
Disruption mode: customer service system is free, data analysis+value-added service charge: all main functions of mainstream customer service systems are free, beat other customer service systems, win the market dominance situation, and provide comprehensive and intelligent data analysis, marketing planning, platform operation, consulting training and other advanced services for e-commerce B2C with more than 1000 orders per day. There are more than 3k B2C e-commerce companies that have more than 1000 bills per day.
The risks of this subversive approach are:
1. No one in the field of online customer service system has such capital and strength;
2. It is difficult to get the help of venture capital;
3. The boss in the field of online customer service system lacks such courage and is unwilling to give up the original charging mode;
What is subversion?
Due to the development of e-commerce marketing of traditional enterprises and traditional channel providers, a relatively strong e-commerce service company has been born. Some e-commerce service companies have reached hundreds of millions of annual turnover and strong capital. In addition, large e-commerce service providers have close relationships with VC, and are easy to get financing. Therefore, If large e-commerce service companies spend half a year developing online customer service systems or directly acquire an online customer service system company at a low price, and then use it as a standard plug-in for their own e-commerce platform programs, and provide it at a low price or free to enterprises that need customer service systems, the pattern of the online customer service system industry will change dramatically, The coexistence of many small customer service companies will be completely broken, and may even disappear or be nearly transformed in two or three years.
The tactics are as follows:
1. Traditional e-commerce service providers develop free customer service plug-ins or acquire a customer service company;
2. Low price, such as 5 yuan/month, or even free;
3. Integrate the customer service system with the original advanced functions of e-commerce platforms, such as data analysis, CRM, order processing, shipment processing, warehouse management, etc., to provide a true whole network and whole process e-commerce marketing solution for traditional enterprises and traditional channel e-commerce;
Why should platform e-commerce service companies do this?
1. The software is free and the service charge is the general trend, which is why SAAS platform is rising;
2. The customer service system, data analysis, CRM, order processing, shipment processing, warehouse management and other advanced service functions are available for selection. They have personalized secondary development requirements, which are different from platform programs and can be the same;
3. Online customer service system is a necessity for traditional enterprise e-commerce platforms with daily orders of less than 500, while 90% of the customers of platform e-commerce service providers have daily orders of their e-commerce channels of less than 500; Only less than 10% of e-commerce enterprises may have more than 1000 orders per day, which requires e-commerce order automation, and customer service system is not required;
4. The platform e-commerce service has the strength of technology, capital, operation and maintenance, and after-sales service, because its customer service is also the largest proportion of small customers; Large online customer service companies such as Tencent and Baidu may not look up to them, but they have no problem with platform e-commerce companies, because customer service companies have a high degree of customer overlap with platform e-commerce companies;
The possible situations of the subversion model are:
The situation in the field of online customer service of large platform e-commerce service companies is that wolves chase food. Who has seized this market will win the first opportunity in the whole network service, and even surpass the competitors in the e-commerce service field.
Look at the market in the online customer service field, who will be the world? Let's wait!
