Jacob's Strength: Insight Into The Digitalized Reform Of Enterprise Management

According to the world clothing and shoe net, Zhu Gangqiang, founder of Jacob column, director of Shanghai chief information officer Association, international Secretary General of industrial 4 club, served as hkei International President Office, and Shanghai silk group Lily business. Latest fashion Strategy and CIO, NIKE Greater China CIO, have served Microsoft, Lilly and Johnson, focusing mainly on the development of European and American technology, corporate culture, globalization and localization practices.

　 The following is the text version of the interview.

Rich career experience

Jacob column is one of my main entrepreneurial projects. I had a complicated background in the past. I worked in NIKE for 5 years, and I was mainly responsible for IT, including the whole retail support and supply chain support. Before NIKE, I worked in Microsoft joint venture for a period of time. I worked for Eli Lilly and Johnson & Johnson for a long time. NIKE Later, he went to Shanghai silk company's Lily business fashion, mainly responsible for strategic operation and CIO's work. After leaving Lily, she joined the hkei international to take charge of the whole Heji international. brand Digitalization and innovation of supply chain.

Jacob column founder

　　 Out of the doldrums, NIKE's bottom rebound

In fact, we now talk about shoes and clothing industry, there are several different types of companies, such as NIKE, Adidas and Under Armour, all belong to the Sport Market (sports market) industry. In this industry, its competition pattern has been very clear, in this market, only a few very large Brand Company, still maintain very strong competitiveness, relatively small relative businesses around. Sports market companies in China, such as Anta and XTEP, are also very competitive in China's local market, but you can hardly see that there are many star sports companies around them.

I think there is another type of company, such as Zara, UNIQLO, Gap, which are among the classic Brand Company of SPA Model. In this brand production, we have a large number of clothing companies. For example, in China, there are tens of thousands or hundreds of thousands of companies and practitioners in the fashion industry. I think this is a very large market. Therefore, in these two different types of shoes and clothing industry, in fact, it brings a very different competition pattern. I think NIKE is actually a very strong Brand Company. It knows how to make the brand connect with its consumers and interact with them.

Therefore, NIKE is the earliest time to put senser (shoes) in shoes to make smart shoes and build NIKE+ sports running community. This brand spirit has been established from the very beginning, allowing the brand to interact with consumers. I think these contents are not necessarily brought by the Internet industry, but a brand driven Brand Company, and found a celibacy in the global competitive market. So they are very strong in this industry.

NIKEiD customization

In the early days, NIKE began to make NIKE+ sports community, make NIKEiD customized shoes and customized industries. In fact, I think these can bring great inspiration to today's shoe and clothing industry, as well as Chinese enterprises, in their own traditional industries transformation and innovation.

　　 Creating service and value from the perspective of third party

I am very concerned about the localization scenario of global company and how the local enterprises are going global. Therefore, we have always believed that in the industry, we need a lot of people who have foresight, can do some leading research and research together in the industry, help enterprises in the industry, and have a weathervane in the process of transformation. In fact, using Jacob column itself is also the most popular marketing scenario for mobile Internet. It can make our brand personified and make our brand feel and personalized.

This brand is related to my own growth experience. Therefore, our deep understanding of the industry and the perception of the market also represent the hope that we can bring more foresight and experience to other enterprises in the market. This is one of the most important driving forces for our Jacob column. Because the Jacob column is actually a new media of creating value and creating services from a third party perspective.

We believe that in this industry, someone needs to be guided, someone to hatch, and someone to put forward more constructive ideas. So this is one of the most important scenes of our Jacob column. The main body of Jacob's column is to help our traditional industries to transform digitalized and interconnected. The strategy of transformation, the goal of transformation, and the path of transformation require a lot of practical experience in some industries. Therefore, we do Jacob column, the theme is around the transformation of traditional industries digitalized interconnection.

This year, after Ma introduced the new retail business, I think the new retail and new manufacturing driven by C2M is our column, a new label this year, because the scene we are concerned about is actually C2M driven new retail sales.

　　 Data is the soul of new retail.

In fact, Ma Yun in the new retail itself, there is a relatively clear definition (definition), that definition is a consumer centric, data driven pan retail ecology. I think there are several main factors in this definition: first, it must be user centered; and second, data.

So, when we talk about new retail "new", I think it is actually data. If there is no data scenario, I think it is a traditional retail. In our next few years of market operation, only the data driven retail scenario is the most competitive enterprise. So, from this logic, I think the new retail actually redefined our perception of retail. Retail itself, business is business, not much change, but the connotation of this business, because of the data, and let the traditional retail industry has the soul of data, this is very different and very different new retail perception.

　　 C2M personalized products and services

Ali is talking about five new and one leveling. When it comes to new retail and new manufacturing, it also mentions that in the future market competition, only Brand Company, which can provide personalized products and services, will be the most powerful company in the future market competition. So, from this logic, in fact, personalized products and services, in some logic, I think is C2M.

Because C2M is going to be a custom scene. Customization itself is also a traditional scene. But the C2M customization we are talking about today is a data driven C2M scenario. This scenario is from the generation of your consumption demand to the transformation of your consumption needs, and then to the docking of production and demand. This whole section is a whole digital scene. This logic is like the first time we talked about 3D printing. After your needs went in, the whole production process was a Black box (black box), and you finally got a product. From this point of view, I think it really released the spirit of human design. When you want something, you can quickly produce it.

　　 The way of C2M for big enterprises

For many traditional industries, I do not think these entrepreneurs do not want to change. In fact, every entrepreneur has an entrepreneurial gene from the bottom of his heart. He wants to transform very much, but his organization and capability model does not yet have such a scenario. Because most of the traditional industries are driven by brands and products, and the new Internet industry is a consumer centric social scene business mode. People who make products and people who play are two totally different types. In today's double track or dual core driven mode of operation, in fact, it is trying to find a meeting point.

In the 4 of the traditional industry's digital transformation, Jacob column has made this path planning, such as brand driven scenario, user driven scenario, data driven scenario, and eco driven scenario. In fact, there are many opportunities for innovation in different vertical scenes. These innovative opportunities can help these traditional industries to have a better soft landing. I believe this is a very big innovation topic. But I also think that the whole industry, or all entrepreneurs with innovation and entrepreneurship, will surely pay attention to it and hope to go on.

　　 Value and significance of large forums

I believe that China's market today is more like a great scene of innovation and entrepreneurship. All entrepreneurs or people with lofty ideals are all very good learners. We hope to acquire more advanced and more knowledge-based knowledge through study. The main reason is that today's traditional industries do not have many models and models that can be copied directly in the process of transformation. This is also a challenge for European and American enterprises. For our localized enterprises, we do not have a long-term accumulation and incubation. In fact, it is a bigger challenge.

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