---
title: "Transform or Die: The Ultimate Outcome of Transformation!"
description: "If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade? In the mobile internet era, victory is no longer determined by 'combat power' but by 'strategic dimension,' where you can win without fighting."
author: "蒋军"
publisher: "New Distribution"
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published: "2018-09-17"
language: "en"
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# Transform or Die: The Ultimate Outcome of Transformation!

> If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade? In the mobile internet era, victory is no longer determined by 'combat power' but by 'strategic dimension,' where you can win without fighting.

Click 'Read Original' for details.
If you don't proactively revolutionize yourself, others will do it for you. But how can you successfully transform and upgrade?
In war, there is often the saying that 'combat power' determines victory, such as 'three times the enemy can be surrounded and annihilated.' Applied to marketing, it becomes 'marketing power' determines market victory, and 'brand leaders have a second market opportunity.'
However, in the mobile internet era, victory is no longer determined by 'combat power' (the determining factor of strength is the most primitive stage of competition) but by 'strategic dimension,' and you can even win without fighting. Just like the top masters in martial arts films, as long as they show their internal strength, the outcome is decided without a fight. Sun Tzu said: 'To subdue the enemy without fighting is the supreme strategy.' Zhuge Liang's idealized state of 'strategizing in a tent and winning a thousand miles away' has truly become a reality.
If you don't proactively revolutionize yourself, others will do it for you. The so-called mobile internet strategy is not only the top-level design and model for internet companies but also an unavoidable hurdle for traditional enterprises' internet transformation: how to successfully transform and upgrade?
First, upgrade strategy, attack with dimensionality reduction.
Strategy is not a profound term. The reason I don't want to talk about it is that everyone thinks strategy is a bunch of plans, very vague. What is strategy? Strategy is a choice, and it is to better obtain long-term competitive advantage for the enterprise in the future.
Without a clear understanding of strategy, execution is seeking death, and it dies quickly. I have seen too many people who talk to me about execution. They think that the root of everything is poor execution, but I think the opposite: if the strategy is not set or has problems, execution cannot be effective, and may even be counterproductive.
If anyone still doesn't understand this, I'll make a not-so-appropriate analogy: Look at current training courses, how many still talk about execution? Also, you never see Google and Apple talking about execution or ascetic hard work every day. On the contrary, the strategic and cognitive dimensions of such companies are far higher than most enterprises.
Some say Didi Chuxing is competing with taxi drivers, taking their jobs. Actually, I don't want to discuss this topic because backwardness cannot be protected, and it serves them right if their jobs are taken. This is not competition at all; it's beyond competition.
This is like traversing a wormhole. Under the theory of relativity, traditional space shuttles and spacecraft cannot exceed the speed of light, making it almost impossible to reach outer space. Therefore, a new strategy and cognition are needed, such as traversing a wormhole.
What does 'attack with dimensionality reduction' mean? Once the strategy and model are determined, the next step is rapid attack, shortening the distance of time and space, and creating association, interaction, and word-of-mouth among a certain consumer group and community in a short time.
The traditional approach is to take it slow, step by step, doing addition; the internet way is to stimulate and detonate in a short time, doing multiplication. Either there is no market reaction, or there is a big reaction. This is the law of the internet. For example, many internet brands quickly gain super word-of-mouth and spread virally, better than any advertisement.
Second, break the situation, that is, discover the tipping point.
Once the strategy is determined, it is not about following the routine from the beginning, executing slowly and producing effects gradually, but about finding a foothold and breakthrough point. This 'breakthrough point' we call the tipping point.
Many traditional enterprises have become anxious and confused when facing the impact of mobile internet, such as: Should we still do traditional channels? Are terminals excessive and ineffective? How should communication be done? The 'advertising + endorsement' method is no longer suitable for today's communication model. What will the new model be? Too many questions, too many thoughts.
In the mobile internet era, where is the tipping point for brands or products?
As Mr. Liu Chunxiong said, in the internet era, enterprise marketing has lost its grip! The traditional grip has disappeared, and what is the new grip?
The first internet thinking is 'user thinking,' solving problems around customers and users, which is the essence of all activities today. The era of product as brand requires creating ultimate products and experiences. User needs are the basic element. Through mobile internet methods, integrate user resources and build a marketing closed loop based on the value chain and ecosystem.
Traditional marketing completes sales through the combination of advertising communication and channel promotion, mainly based on 'my thinking'; while the mobile internet era is mainly based on 'his thinking.' Traditional marketing finds it difficult to exceed user expectations and even harder to resonate with consumers. In the mobile internet era, starting from user pain points, use fan marketing to detonate communities.
Apple detonates with ultimate products and experiences; Xiaomi detonates with forums, Weibo, and QQ space; Jiangxiaobai uses community methods, with fans and word-of-mouth.
Marketing has therefore changed significantly.
### Third, internet-based big single product drives the system.
Under a great brand is a great product. The ultimate product, first of all, is innovation, which requires the product to be 'small and beautiful,' a world of difference from the previous 'big and complete' approach. You don't need hundreds of products. Use one ultimate experience product and core combination to form an internet big single product and system, achieving customer aggregation, fan-ization, and word-of-mouth.
Apple and Xiaomi both do this. Of course, if the enterprise makes consumer goods, such as beverages and food, it cannot just produce one product. Instead, it should adopt a focus strategy, first do one or several products well in a category, then form a core product combination to achieve precise coverage of target people and customers.
The big single product is the traffic entrance, the accelerator of word-of-mouth, and the carrier of customer aggregation, forming a big single product drive and driving the development and enrichment of the entire product system.
### Fourth, innovation is disruptive.
Some people advocate 'micro-innovation.' I think innovation is innovation, there is no 'micro-innovation'; it's a false proposition. Innovation in the internet era must be disruptive. Patch-up innovation is micro-innovation.
Some will definitely say, what about product iteration? I think that is just continuous product updates, not the concept of 'innovation' in top-level design as we define it.
Before the iPhone was launched, people didn't know they needed such a phone. This is innovation, and it's disruptive. Didi and shared bikes are also disruptive innovations. They don't even consider traditional taxis and bikes as their competitors.
Disruptive innovation is not doing addition but doing subtraction. For example, product innovation is not adding functions but reducing unnecessary functions, simplifying operations, and enhancing experience. Only products and experiences that exceed customer expectations can accelerate product sales and word-of-mouth spread, which is doing multiplication.
In addition, the business model innovation mentioned above, thinking from a higher dimension and attacking from a dimension closer to consumers, can also produce a multiplication effect.
### Fifth, strategy is not direction; direction is nothing!
Is strategy a direction? Direction is nothing. If it cannot be implemented, it is not strategy. Strategy itself is operable and implementable. A good strategy is a good resource.
From the current state of mobile internet, enterprises should pay more attention to strategy and models. The traditional 'addition' is hard to do because it uses ordinary human methods but wants to achieve 'alien' speed, which is impossible! So, doing multiplication requires higher thinking and models. This model did not exist before and requires us to use the wisdom of thinking to discover and create.
Why is it so difficult for traditional enterprises to integrate resources? Because they do 'heavy asset' things, while the new strategy and model is an open internet model of 'all for one, one for all.' Therefore, resources don't need to be integrated; strategy and model themselves become a resource.
As mentioned earlier, Didi and shared bikes are the victory of 'strategy' and models. If you rely on a few people or a dozen people in each city to operate, even normal operation would be a problem, let alone management, service, and achieving such effects and influence.
Using the strengths and weaknesses of human nature to let resources automatically gather, self-manage, and distribute is the internet way. This is the victory of internet strategy and organizational models. No matter how you think about it, this 'strategy' is very powerful.
### Sixth, forget communication, precise marketing.
Wahaha's sales have declined continuously. Chairman Zong Qinghou summarized four points, one of which is: **Advertising forms develop too fast**. He said to reduce investment in CCTV and other media, and focus on precise internet and self-media investment.
Communication is not what you want to say, but what consumers like to hear. The focus of communication is actually 'broadcasting,' not 'transmitting' or instilling. It is most important that consumers help us transmit. It's not about a large amount of CCTV advertising plus celebrity endorsement. In this era of media fragmentation, the era of highly centralized advertising propaganda and brainwashing has passed. Communication must be more humanized, personalized, and precise.
High-quality content self-media has become the main battlefield, including the product itself as media, with its own traffic. The product itself is also a brand. Therefore, communication needs to start from zero and jump out of competition. With WeChat service accounts and communities as the 'grip' to connect precise consumers in the internet era, and with this as the core of operation, building the brand, product, and entire ecosystem completely, you can achieve fan aggregation, sedimentation, and deep service. Only then can the internet transformation and upgrade truly land.
In the future, you can confidently say, I know where 50% of my advertising budget is wasted!
### Seventh, from channel promotion to omni-channel marketing.
In traditional marketing, what enterprises fear most is not that the product is bad, but that they don't know how to sell it, that is, they don't know **who sells, where to sell, and to whom to sell**. In the mobile internet era, these three questions can basically be solved centrally.
**First, who sells** , that is, the channel and distribution system. Some products are niche and consumer dispersion makes it difficult to find distributors, but through e-commerce, WeChat business, communities, and even crowdfunding, distribution and sales problems can be solved.
**Second, where to sell** , that is, the terminal and consumer contact point. Self-built terminals are difficult, risky, and slow. Finding terminals to sell in, you don't know which type is suitable, or there may be no ready-made terminals. At this time, point-to-point, point-to-multi, and platforms can solve this problem and compress channel levels.
**Third, to whom to sell?** Mobile internet directly faces dispersed consumers, gathers them, and forms communities. For example, WeChat distribution systems not only find agents but also solve the problem of consumer sources and first customers.
### Eighth, lead consumer trends and make the brand the embodiment of dreams.
Product is important, but staying at the product level is obviously not enough. Many times, consumers buy a comprehensive feeling and spiritual experience. For example, Chu Orange: are we just eating an orange? On the surface, yes, but more importantly, it's the spirit of Chu Shijian's never giving up. **The ultimate goal of products and brands is to become the embodiment of consumers' dreams.**
Summary
The era of precise marketing has truly arrived. Consumer demand and market competition fully show that the era of mass communication is over. Using traditional methods to build brands is time-consuming, laborious, and far less effective than precise marketing.
In the mobile internet era, the path of brand building has fundamentally changed. From the traditional 'outside-in' brand building + CCTV mass communication + celebrity endorsement + deep distribution, it has transformed into 'inside-out' precise consumer marketing and interaction.
In the internet era, the best way to shape, build, and communicate brands and products is: internet-based brand (brand IP) + product personification (big single product) + Baidu search and surrounding information ecosystem + micro-marketing planning and operation + new media campaign detonation.
**Let me reiterate:**
> Enterprise leaders must change their thinking and have internet thinking and spirit.
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> Online and offline should be deeply integrated, not either/or, but inseparable.
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> Firmly formulate and execute strategies for traditional enterprises to transform and upgrade to the internet.
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> Formulating mobile internet strategy requires traditional enterprises to have the courage to 'revolutionize' themselves. Because this is destined to be a war that subverts the fate of traditional enterprises: either fall or break the cocoon and be reborn!
>
The author is the CEO of Shenzhi Precision Marketing Planning Agency.
Source: Sales and Market
**October 23-24, during the Autumn Sugar and Wine Fair, the '2018 FMCG City Distribution Logistics Conference' hosted by New Distribution** will invite industry bigwigs, FMCG warehousing and distribution experts, and distributors who have transformed into unified warehousing and distribution platforms to discuss and answer questions about the future development trends of FMCG city distribution logistics and practical cases of distributor transformation to unified warehousing and distribution, hoping to bring you different inspiration and thinking!
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