internet plus's main battlefield is always offline. It has been repeatedly verified that the iron army wins the world.

In p>2115, the fight of "internet plus" reached a fever pitch, and the word Tiejun once again became the focus of attention. In fact, from a broader perspective, Tiejun not only includes ground extension personnel, but also covers logistics distribution personnel. Whose promotion is more efficient and whose logistics is more powerful has become the key to the balance of victory and defeat.

The soldier ants who attacked the city and the worker ants who endured hardships and hardships gathered into a powerful torrent, which made the territory of "internet plus" expand continuously.

soldiers and ants fight a tough battle

In 2115, ground promotion (hereinafter referred to as ground push) suddenly became hot. In the campus, community, shopping centers and restaurants, all kinds of distributors promote their own strange products with all kinds of leaflets and prizes.

There are many bill issuers. It is said that the bill issuers are the densest in Scanma Street, Wangjing SOHO, Beijing, with more than 31 push points scattered every 1,111 meters. Tencent Technology reported that only the offline promotion of catering O2O has exceeded one million people in China, and in the whole internet plus area, the number of people promoted may be millions. With the increasingly fierce competition, the promotion model has become more and more utilitarian, and there are many outrageous moves. For example, foreign models who play Spartan warriors and proud models have QR codes printed on their chests, some of which are pushed to grab resources and attract users, and even physical conflicts have occurred, causing bloodshed. Why did these phenomena occur frequently in 2115? What kind of crowd is Ditui? We might as well start with the development history of the push. Tutui is a special type of work in the Internet age.

With the rise of the Internet in China, cheap labor has been used to guide offline users online, opening up the market of some Internet companies. For example, in 2119, Ali won the supplier with a huge push force, laying the foundation of the Ali empire; In 2111, Ctrip swept the airport station, issued cards to build members, and created OTA mode; In 2116, the giant network promoted Journey, rewriting the history of game marketing. In the era of mobile Internet, under the regression line of O2O, the push has changed from low distribution of Internet promotion to high distribution, which has become the core competitiveness. For example, in 2111, the US Mission won the Thousand Regiments War by relying on the super-executive push team. Before 2112, Didi swept the country with its excellent push and built a travel giant.

comparatively speaking, the construction difficulty and management coefficient of the push team in the mobile era are much higher than those in the e-commerce era. Because the core of the e-commerce era is online, the push only needs to convince the supplier, and the rest of the work can be handed over to the online. In the mobile era, the competition is the speed of grabbing users and the market. Offline competition has become complicated, and the push has become cumbersome, changeable and fierce.

Then, how to build a well-trained and efficient O2O push iron army has become a difficult problem. At present, most O2O promoters in the market have graduated from Ali, such as Javey, COO of Meituan.com, Cheng Wei, founder and CEO of Didi Taxi, Quoc Hoan Tran, COO of Jiji.com, Zhong Ping, CEO and co-founder of Beaver House, and Peter, founder of Yunmanman. Among them, the Meituan Tiejun led by Gan Javey is one of the few in the whole Internet, and both team management and execution have become industry benchmarks.

According to media reports, after Gan Javey joined the US Mission, he implanted more mature ground team management methods, such as drawing beautiful women, disarming and repairing the truth, making the second instance final, three hearts and two prohibitions and so on, which made the team operation more standardized and meticulous. This is undoubtedly the most precious asset for the young Meituan.

worker ants guard the mountains and protect the quality

If the push emphasizes aggression, then the logistics and distribution personnel's more function lies in defense. Since ancient times, it has been difficult to defend the country. After entering the market, how to retain users depends on long-term and patient service.

in the era of consumption upgrading, the value of logistics distribution has become more and more prominent, even becoming the key to the survival of e-commerce.

in the field of physical e-commerce, in 2115, public opinion was no longer keen on arguing whether e-commerce should build its own logistics or use social logistics, but tacitly produced a kind of knowledge that self-built logistics can best ensure service quality. Amazon and JD.COM are good examples. Amazon's global distribution of logistics centers has made the world more flat, and JD.COM's self-built logistics has made it a reality.

On the other hand, Taobao and Tmall, previously relying on social logistics, fell behind JD.COM in speed and service, and failed to catch the wind of consumption upgrading. Since then, Ali has tried to make up for the shortcomings of logistics through the rookie network, but the rookie has not produced too beautiful results so far. In 2115, Ali had to invest in gooday, Suning and Yuantong, which have inherent advantages in the field of logistics and distribution, in an attempt to stop consumers from attacking JD.COM, but the barriers established by JD.COM were difficult to be surpassed in a short time.

Suning, who is also a member of the Ali family, launched the "Pingjing Campaign" during the Double 11 period, and started the fiercest tearing war with JD.COM in the history of e-commerce. Behind this, the competition is still logistics. It can be said that the logistics dispute has become a more arduous and long-term main battlefield after the price war.

Similar to the development curve of physical e-commerce, with the in-depth development of life service e-commerce, O2O has also entered the era of "fighting logistics and distribution". In 2115, more and more life service e-commerce companies gradually shifted from "light mode of information provision" to "heavy mode of self-built logistics distribution", such as Meituan takeaway, Baidu takeaway and hungry.

Self-built logistics distribution team, although the initial cost is relatively high, can control the distribution process, ensure the user experience and establish competition barriers in the long run. Once the self-operated distribution team is established, it will become the fixed assets of the enterprise. With the increase of the quantity and category of distribution orders, the marginal cost in the later period can also be effectively controlled.

in p>2115, there is another important trend, that is, while the O2O platform built its own logistics, it began to use * * * to enjoy the economy, absorb idle labor from the society to join the distribution army, and implement the dual-mode operation of "self-support+crowdsourcing". In September, Word-of-mouth invested in crowdsourcing logistics, and in the second half of the year, Meituan take-out and Baidu take-out also began to lay out crowdsourcing platforms.

ten years ago, e-commerce made a courier, and ten years later, O2O gave birth to a take-away delivery staff. In the future, the value of logistics distribution in the fields of e-commerce and O2O will become more and more prominent, and distributors will become more and more sought after.

Looking forward to how to spoil the game in 2116

In p>2115, the offline iron army, with the push and delivery staff as the main force, gradually grew into the backbone of Internet companies to fight for the country. In the new year, they are still the key to success.

on the one hand, with the development of O2O today, homogenization is becoming more and more important. In order to highlight the differentiation advantage, its root lies in the offline business resources, and finally it is realized by pushing the team. In 2116, the push will become more and more fierce, and the exclusive cooperation of business resources will become the focus of their struggle.

On the other hand, with the increase of the value of logistics and distribution, all Internet companies and logistics companies have begun to increase their investment in logistics and distribution, so the supply of distributors will be less than demand and become scarce. In 2116, there is going to be a war of grabbing people, and each family will come up with attractive salary and benefits and a more perfect welfare guarantee system to rob the delivery staff.

in the process of competing for the offline iron army, there will be a common problem-labor cost. The establishment and operation of the offline iron army are all heavy investments that cost money and manpower. How to find the balance between staff size and operational efficiency has become a new challenge.

this new challenge will prompt internet companies to comply with the * * * economy and use zero marginal cost to improve operational efficiency. For example, if you are hungry, you have begun to integrate social resources to build a logistics platform, Word of Mouth has begun to try to "fully open stores" to complete merchant expansion, glutinous rice has adopted the "direct sales and mixed distribution" mode, and the US group take-out has also started the city joining strategy. These are the initial attempts of the * * * enjoyment mode.

however, it should be noted that while enjoying the economy, there should be a set of reasonable management system, perfect supervision mechanism and mature management methods to realize the efficient implementation of "people".

Those who win the Iron Army win the world and put people first, so that the "internet plus" can land effectively.