---
title: "Liu Wenxin: How Should the Marketing Department of a Traditional Enterprise Embrace Internet+?"
description: "Since last year, the internet has become a theme across industries, with everyone practicing and exploring, but drawing different conclusions based on their experiences. Based on my understanding and two years of practice, especially recent efforts to introduce Internet+ to an agricultural enterprise, I share my thoughts: the internet is not a complete tool nor a complete disruption; it requires a user-centric approach and practical integration into traditional business operations."
author: "刘文新"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-10-25"
language: "en"
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---

# Liu Wenxin: How Should the Marketing Department of a Traditional Enterprise Embrace Internet+?

> Since last year, the internet has become a theme across industries, with everyone practicing and exploring, but drawing different conclusions based on their experiences. Based on my understanding and two years of practice, especially recent efforts to introduce Internet+ to an agricultural enterprise, I share my thoughts: the internet is not a complete tool nor a complete disruption; it requires a user-centric approach and practical integration into traditional business operations.

Since last year, the internet has become a theme across industries. Everyone is practicing and exploring in this field, but with different experiences and feelings, they draw different conclusions.
Based on my understanding and the past two years, especially my recent experiences and thoughts on introducing so-called Internet+ to an agricultural enterprise, I'd like to share with you.
That is what Teacher Fang said: **Internet+ for the marketing department of traditional enterprises;**
In 2014, I also believed that the internet would truly completely disrupt traditional industries, especially the disruption of channels. But by this year, I found that many practices could not achieve large-scale sales. This is a very important issue that confuses me about the internet. After many explorations and practices, I found that for traditional fields, the internet can only become a tool. Complete disruption may only apply to electronic products, taxis, and other monopolistic industries. So, I began to use my existing resources to explore how traditional enterprises can add the internet;
I think this kind of operation may be more feasible.
When everyone talks about internet thinking, what I experience in the agricultural industry is user thinking. Sometimes I wonder, what is the essence of internet thinking? I think it should be user thinking. I also work in food and alcohol, but in these industries, the feeling of user thinking is not as strong as in the agricultural industry. The users in the agricultural industry, especially in the large economic crop areas of Shandong, are not easy to serve well. They have extensive professional knowledge about crops.
In this industry, an ordinary marketing person, without more than half a year of professional knowledge learning and field communication, can hardly communicate with those farmers. For manufacturers, serving such users requires even more user thinking;
Of course, users in the large field areas are relatively simpler.
Like what Xiaomi proposed, focus, word-of-mouth, extreme speed, I think that is just a foundation, not unique to the internet. I think we should think based on the characteristics of our own industry and products. This is also why last year, and even in the first half of this year, many traditional enterprises were anxious, and now many feel fortunate that they did not easily participate in those internet hype things.
Of course, both thoughts are wrong, going to two extremes.
The internet is not entirely a tool, nor entirely a disruption, nor is it entirely correct to call it thinking. Recently, I have been thinking, in the internet era, what has changed and what has not? We can discuss after the meeting. But indeed, many things have changed, such as marketing communication. Traditional communication methods are indeed no longer effective. The conclusion drawn from communication with many people in the communication field is that currently, more effective communication is: social marketing to create topics + traditional hard advertising to achieve sales conversion.
This is my feeling about the internet. During this period, I participated in many internet projects and found that the bubble is not small; if I were to title this period, it would be: Don't be fooled by the internet.
In the current environment, with the economic environment and industrial structure declining, I deal more with small and medium-sized enterprises. So, in my practice, I adhere to the sentence behind our customized liquor bottle: Drink good wine, read the yellow book, taste the true essence of business, survive, make money, and simply make money.
**In this environment, survive, make money, and simply make money—this order cannot be changed.**
Based on the changes in the internet over the past two years, especially after May this year, I began to gradually introduce Internet+ to the enterprises I serve.
Helping enterprises transform their marketing departments is the beginning of my attempt. Actually, my operation is still relatively conservative; the reason to start with the marketing department is that many enterprises, especially small and medium-sized ones, do not really do market work in the marketing department. They mostly design packaging, posters, register trademarks, and apply for some related department projects. So, starting from here, it is easier to convince the boss, and the marketing department personnel are also more cooperative.
In the agricultural enterprise project we are currently operating, the marketing department is temporarily headed by the boss. If it is not led by the top person, the project may be aborted at a certain stage. Many times, we say, where the boss's energy is, there is the enterprise's strategy. This is my feeling from serving many enterprises. Currently, the boss has this willingness, so we start from here to cut into the theoretical basis of Internet+ for the marketing department.
We helped this microbial fertilizer enterprise in Dezhou introduce the internet to its marketing department. The core is to give the marketing department three functions: product development, sales, and promotion. Product development and promotion are easier to understand, but the sales function may seem to conflict with the sales department.
The sales function we give to the marketing department is to complete the sales to early KOL customers, that is, to first promote and sell to the planting experts in various economic crop areas. After completing sales to this group, the overall sales work is handed over to the sales department to sell through the traditional channel of distributors;
This work starts with product development. The company promoted a new product at the beginning of this year, but through various distributor meetings, the ordering effect was not obvious, so they decided to start with the transformation of this product.
The first step was to build a KOL product development group. To capture this group, we implemented it in two parts. First, through distributors at all levels and secondary distributors, we communicated and exchanged with large planting households in various regions offline, and also found out their mobile phone usage;
We found that about 60% of these large planting households had previously used WeChat, QQ, and other tools. For users who had not used these tools, the secondary distributors and business personnel were responsible for teaching them. After that, we built a product development group to solicit opinions on the product. Many farmers in Shandong can go out to give lectures, so their professional knowledge is not bad. They can put forward many suggestions on product formulas, and different formulas for different crops.
**At that time, free trials were given to farmers in season. In fact, this was building a sense of participation.**
54 people participated in this product development. Starting in early September, this group was mobilized to involve people around them, letting those around them participate, to pave the way for subsequent sales.
The issue of mobile phone usage in this group can only be addressed through the promotion and publicity of these first users.
We did many online and offline activities for this group. Although limited by mobile phone usage, we still wanted to try to achieve the goal of completing the first round of sales in the market. So we required the marketing department personnel to focus on base fertilizer users through online or offline channels, using the influence of these participating farmers to mobilize people around them to buy.
Currently, this product has completed orders of more than 350 tons in the Yantai area through the influence of the first batch of opinion leaders who participated. It is planned to promote it among distributors and secondary distributors before the distributor meeting at the end of December or early January. At the distributor meeting, the handover between the marketing department and the sales department will be completed. After that, the market for this product will focus on promotion and maintenance and communication with the first batch of core users.
Speaking of the direct difference after introducing this so-called internet to the marketing department, my feeling is that they understand users better and also understand sales better. One obvious intuitive feeling is that when on business trips, the way marketing department personnel communicate with business managers has changed.
The marketing department completes the sales to early core users, and then the sales department achieves large-scale sales. This is what I am practicing.
This is the general process of introducing this to the enterprise I serve. I don't know if I made it clear. I was typing while organizing, so the logic may not be clear. Please forgive me. My sharing ends here. Thank you all!
Teacher Fang Gang's comment:
For traditional FMCG enterprises: offline sales are life; online business (promotion + sales) is lifespan! The offline team stabilizes traditional channel business, and the online team does communication and sales. This may require traditional enterprises to establish two teams internally: one red army and one blue army. The two teams are not against each other, but one runs on the ground and the other flies in the sky. The intersection of their business is the future new business format of the enterprise!
**-END-**
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