Cross-border security applications need great wisdom

“The world trend, Haohaotangtang. Shun is the prosperous, then the continuation is dead.” The cross-border is struggling with the rushing tide of sand, any industry, enterprise hesitate and delay, do not say that the competition is afraid that the eligibility will be lost. .

"Sun Tzu's Art of War" has a "cloud" and a cloud: "They are good fighters, seeking for potential." We experienced the birth and disappearance of floppy disks, Walkman, and DVD. We witnessed the prosperity and decline of Kodak film and Nokia mobile phones. Perhaps all of these changes have come from "potential." When the general trend of the enterprise, according to their own strategies, they can take advantage of the situation and eventually become real champions.

"Let the user get used to brushing TV"

In July, LeTV’s Super TV was sold, 10,000 X60 sold out in 49 minutes, and 10,000 S40 sold out in 82 minutes. Within a few hours, LeTV returned 100 million yuan in liquidity.

LeTV CEO Jia Yueting said, "As of today, all hardware manufacturers' UI systems are just a desktop. After the hardware is sold, the entire company can generate very few interactive channels with users, and the LetvUI system is actually more like A website that has a large number of interfaces to interact with the user, rather than an ordinary hardware desktop."

According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, the competition in the television industry is no longer merely a competition between hardware, but rather a competition between soft power based on operating systems, content, and software as a platform.

At present, whether in the hardware competition of PCs, mobile phones, or TVs, there is basically no threshold for the hardware itself. LeTV’s chips, which are mainly promoted at the conference, are the only screens produced by the tenth-generation line in the world, and are also Foxconn’s. OEMs are not enough to help super TV stand out in the industry.

The true core of Super TV is precisely that it integrates upstream and downstream resources to open up the industry chain. In accordance with the logic of LeTV, LeTV will also like to expand to the full extent on the basis of LetvUI, such as education, games, etc. This is the goal and direction of LetvUI.

From millet to "red rice"

On September 5, 2011, Xiaomi Mobile was sold for the first time, and 300,000 units were booked in 34 hours, which was planned for two months; on December 18, the second pre-sale was to sell 100,000 units in three hours. .

In mid-July 2013, Xiao Jun, chairman of Xiaomi, announced that Xiaomi’s mobile phone sales in the first half of this year were 7.03 million units and revenue was 13.2 billion yuan. The traditional mobile phone manufacturers have reached the amount of millet, need traditional channels deep plowing for several years, invested hundreds of millions of funds, thousands of people can do it. Xiaomi can do it. It can be said that the Internet has subverted everything.

Xiaomi directly from the production plant to the buyer, to do their own electricity supplier. Xiaomi's sales channels are mainly divided into three types. They cooperate with operators, sell through the official website and designated e-commerce companies, and cooperate with distribution channels in logistics. Its channels are mainly stored and delivered through Vanke Eslite.

Li Wanqiang, co-founder of Xiaomi Technology, pointed out that “Our sales are launched on the Internet, and we are basically relying on new media, which is what we see as Wechat Weibo. From the overall sales, we are 70% The sales channel is Xiaomi.com, and 30% is the operator's channel. This is exactly the opposite of Huawei and Lenovo. The traditional channel for mobile phone manufacturers is the operator, and we have no physical store.” He also said that hardware Aspects can not make money, but can make money through value-added services, such as hardware accessories, software cloud services and distribution of application channels.

At the end of July, Xiaomi Company held a press conference and released a new product, Red Mobile Phone. This cell phone is a sub-brand of millet company established for the thousand yuan machine market, equipped with the current quad-core 1.5G processor with MediaTek's highest frequency, priced at 799 yuan, the price of performance is known as the silk "tears run." Of course, the tears rushed before there was a thousand Yuan machine that had been raging for a while before, and they were faced with more fierce competition by Xiaomi.

From the start of a cup of soymilk, melamine devastated the Chinese dairy industry. Soymilk makers, blenders, and rice paste makers were on the scene. Among the most popular, non-nine Yang Soymilk is none other than.

In 1994, Wang Xuning raised 300,000 yuan to establish the "Nine Yang Electric Company" and began to develop and produce 9 Yang Soymilk, and achieved an annual output value of 6 million Yuan. However, ordinary consumers are still unfamiliar with this product. Therefore, in the advertising investment, Nine Yang began to pay attention to the promotion of "soup milk culture." Today, the nine Yang not only pushed the strange soya-bean milk machine to millions of households, but also firmly bound the soya-bean milk machine with the brand of Jiuyang.

Jiuyang has a huge sales system. In addition to 210 central cities, its channels also sink to more than 2,000 county-level cities. In 2008, its terminal channel expenses increased by 304%, which increased the proportion of operating revenue by 2.9 percentage points.

After determining the absolute lead of Soymilk, Jiuyang began to expand the horizontal industry chain. At present, the products manufactured and sold by Joyoung include household soya-bean milk makers, induction cookers, food processors, juicers, electric pressure cookers, boiling water cookers, commercial soya-bean milk makers and more than a dozen products, and sales of other products are growing very well. Among them, the sales volume of the electromagnetic oven was 960 million yuan, an increase of nearly 100% over the previous year, and the sales volume of nutritional products was 280 million yuan, nearly three times that of the previous year. Multiple product types can create "synergy between products" and promote sales growth.

In order to further resist market risks, Jiuyang is still vertically integrating the industry chain. With the advantage in the soymilk market, Nine Yang actively involved in the upstream area of ​​soybean milk machines, and sold bean, black bean, peanut and other bean material crops. In July 2009, Jiuyang announced that it plans to invest 100 million yuan to build an eco-industrial park in Jiamusi, Heilongjiang Province. It will build a 60,000-ton-per-year fine soybean production line to provide a production base for soybean milk's special ingredients.

In the near future, our agricultural giants may be the association of blueberries now, and Nine Yang who used to sell soymilk.

All in order to better express the scale of sales of 12 billion, 100,000 employees, two Boeing 757 aircraft, more than 2 million tickets per day business & hellip;... private enterprise SF Express, in recent years as a "dark horse" stand out in the market.

In recent years, SF Express has extended its courier business to terminals by continuously cooperating with third-party convenience stores. In October 2011, SF Express commenced cooperation with 7-11 Shenzhen Zhiyedian; on December 1st, SF Express teamed up with 48 chain stores of Guangzhou 8-word chain convenience store to cooperate in the parcel business...

Finally, SF Express decided to open a convenience store. The first is to set up 20 spots in Shenzhen, and the SF executives also disclosed that Shenzhen and Guangzhou are only pilots, and their goal is to build 1,000 convenience stores in China.

"Receiving point is just for the convenience of customers who pick up and send, all business or express delivery as the center." Huo Xiaoning, SF Express brand management director once stated clearly that the company only added sales functions at the terminal pickup point. At present, there are only some pilot stores in Shenzhen. Whether it will be promoted to other regions will not be disclosed for the time being.

"Shunfeng has mastered various types of data for customers and is unique compared to other traditional convenience stores. They have certain advantages in opening convenience stores." Family convenience store management personnel said that SF Express has mastered the distribution data of each region, so It is easy to count the consumer population and passenger flow in the region, and it is also convenient for them to choose the address of the convenience store.

Today, convenience stores have entered the era of meager profits, and SFN’s intervention has undoubtedly caused the outside world to worry about its profit model. Fortunately, SF Express is very clear-headed. Instead of earning hard earned money, it is better to add strength to its main business, and everything is better to deliver express delivery.

In 2013, Disney recently announced that it will fully upgrade its theme park experience. The ultimate goal is to let everyone who enters the park wear an RFID-enabled wristband and enter their Disneyland Park and hotel whereabouts information into Disney. database.

From the moment you enter the gate, data collection has already begun. Disney is replacing the original turnstile with a golden sphere. When your wrist enters the sphere, the sphere will be greeted by people and begin to count toward a minimum of $88.

This is just the beginning. The next step is to track the whereabouts of tourists in the park. Each appointment, every purchase, every ride of Dumbo, and even every step of the visitor will be recorded and saved in a huge database.

However, these databases are not only used to record information, but also used to improve the gaming experience, and even remember some of your preferences. The wristband will be coded into our name, and then those characters in the game will welcome us. We will get some characters in the Grand Theatre, and the wristband will become an integral part of the Internet of Things.

This additional data information will show greater potential. Disney has tried to cover interactive games in the park. In the future, Disney will use this data to do more.

Good cross-cutting requires great wisdom to look from the outside. The diversified demands of consumption provide companies with the possibility of providing diversified products, and fierce competition in the same product field forces companies to cross-border to find new growth opportunities. However, in terms of explaining the brand's cross-border innovation, none of them forget to include more failure cases than similar expressions by successful people. Haier's medicine, Sanjiu Weitai's Sanjiu Beer, Wuliangye's chips, and Wahaha's children's clothing... The failure cases abound.

Brand cross-border is not a simple copy, graft, but based on a deep understanding of the common needs of the target consumer group, the core value of the brand and the establishment of extended products that can accommodate brand recognition.

Perhaps we still remember the famous French Pierre Cardin who was once popular in China. Today it has long since become a third-rate brand selling licenses and even selling brands. The cross-border brand is like a rubber band. There is always an upper limit for the span, or it will become brittle and even break. Pierre Cardin has entered into any area that he can enter, attempting to build a brand empire, but it has caused the loss of the brand's core values ​​and has fallen from the throne of high-end brands.

These cross-border failures have shown that companies have not found the potential internal link between the products created and their main business.

Analysts said that successful brand cross-border innovation is based on a unique core value, and then build a cross-border product with core values ​​of its own brand as its core concept and create a new segmented market. Therefore, only by finding commonalities and inclusiveness can companies cross-border succeed.