Recently, Shandong Chenming Paper Group Co., Ltd.'s tissue brand "Xingzhilian" Tmall flagship store officially opened, marking the advancement of Chenming tissue from a single offline sales to online and offline dual channel sales. In addition, the electrostatic paper produced by Chenming Group has also entered e-commerce platforms such as Suning Tesco and Alibaba. Tissue paper brands such as "Xinxiangyin" and "Jierou" also have brand direct flagship stores in Tmall.

The rise of e-commerce platforms such as Taobao, JD.com and Suning Tesco indicates that China has made positive progress in Internet technology, industry, applications, and cross-border integration. It also has a solid foundation for accelerating the development of "Internet +". The promulgation of the State Council's "Guiding Opinions on Actively Promoting" Internet + "Action" heralds the arrival of the "Internet +" era. For the papermaking companies, they all realize that integration with the Internet is the trend, or actively or passively seek transformation, but the effect of the water test is contrary to expectations. How should we embrace the Internet? 

Change, thinking tends to Internet

As a part of the traditional industry, the biggest problem encountered by paper companies in the transformation is how to make their thinking become Internet-based. Many companies are attracted by the Internet because they need to expand new sales channels. The characteristics of openness, freedom, equality, cooperation, and free of the Internet are too tempting for an overcapacity industry such as papermaking, so many companies enter the Internet. At first, I was thinking about how to distribute money.

There are no more than three business models of the Internet, e-commerce, advertising, and value-added services, but no matter which model has a necessary premise, you must have a large and free user base, and then consider partial payment in order to generate profits. To be an e-commerce, users are customers. Paper companies must pay more attention to user experience and transform "I" thinking into user thinking. However, many companies do not have this awareness. Consuming a lot of manpower and material resources to build your own e-commerce platform, simply convert offline customers into online users, and then continue to advertise. In the past, the promotion of paper companies was mainly based on exhibitions, and customers were actively accepting advertisements. Nowadays, with the development of the Internet, although the publicity methods are becoming more and more diversified, users will inevitably passively accept advertisements, which makes many original customers unbearable. In the end, the number of users did not increase, but the word of mouth became worse and worse, the gains and losses outweighed the gains.

Change and optimize corporate systems and mechanisms

The change of thinking is only the first step. The next step is the transformation of the corporate system and management methods. In the final analysis, it is the cultivation of talents. Traditional papermaking companies have been accustomed to the business model for many years, and they are likely to break all in the emerging industry of the Internet and start over. If paper companies enter rashly, the whole army is likely to be destroyed. Paper companies often choose third parties and some companies specializing in Internet operations to complete them. In fact, choosing outsourcing methods cannot fundamentally solve the bottleneck of talents. As time goes on, companies will become dependent on third-party companies, and they will drift away from the Internet and miss the perfect opportunity for transformation. Therefore, paper companies still need to build a reliable operation team that truly belongs to them, that is, to have management Compound talents with information technology services.

Of course, talent also needs to work in a good and orderly team. In the past, each department of the enterprise was relatively independent, and no one knew who was who. Now that the era of big data has arrived, enterprises need to establish a database that can store all information including customers, products, and so on. Break the boundaries between the previous functional departments, business units, and regional departments, share resources, and promote business collaboration efficiency.

E-commerce is just a work that the enterprise finally presents, and to make it run perfectly requires more than the previous reform work, but also needs to keep pace with the times, otherwise you will not be able to play on the big plate. The transformation has brought pain to the paper industry, and for this reason, we must go all out.

With the support and guidance of national policies, paper companies will have more courage to use "Internet +", which will stimulate more innovation and creativity. Experts believe that not only will traditional papermaking companies not be subverted by the Internet, but traditional enterprises equipped with "Internet +" equipment will be better than Internet companies that have armed certain elements of traditional industries. In the future, the market is destined to belong to Internet companies, so we must also be prepared to break the boat.