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Recently, I have heard a lot of statements like "the one who wins To C wins the world" and "the one who wins To B wins the future".

As a business consultant, when I talk to many companies, I find that everyone seems to be very anxious. Or self-help, or gambling, or layout.

In short, they all want to transform.

To C companies, want to switch to To B. For example, Tencent. From deep plowing the consumer Internet, to embrace the industrial Internet.

To B companies want to break out of the original value chain, let the public know themselves and come to the front. Every To B company has a To C dream.

But, however, they often cannot understand each other and do not understand the difference between the two businesses.

I've seen too many businesses where the ship turns on its bow, meets a storm, and hits an iceberg.

Because they don't understand the essence, they die of transformation.

What exactly is the difference between To B and To C? And what should be done?

1. What is the essence of To C?

Compared to To B business, To C features, in general, are four.

Small unit price amount, relatively high repurchase, short decision-making process, and more impulsive consumption.

If we talk about the most important difference, it should be the short decision-making process.

How short is it? Too short. Short to the lightning, short to the moment in the moment did not catch the user, you may lose him forever.

Some people have done research, consumers buy a product offline, the average decision time is 13 seconds. On-line, a little better, but not much better, is 19 seconds.

What does this mean?

It means that regardless of online and offline, the consumer's choice of good or bad for the business, it is surprising that the decision in 20 seconds.

Today's consumers, increasingly impatient.

In 2000, the average human attention span was 12 seconds. In 2013, there are only 8 seconds left. You know, goldfish have 9 seconds left ......

In the matter of focus, people are not as good as fish.

You simply don't have time to convince the consumer. You say, come on, come on, give me an hour to tell you why our product is good. As a result, you just cleared your throat, the consumer has walked out of ten steps away, without looking back.

So the product must be the ultimate, so that the consumer's first look on the desire and impulse to buy.

That is why, the Internet company's product managers, for the button is placed on the left or the right side of the whole day, for the interface is what color argument to fight.

This is also why, the retail supermarket sales managers, will be for the product packaging racking brains, for the product display position fight.

Some people even have a name for the competitiveness of the product, called "static sales force".

A good product, even if it is lying there quietly, you can not help but go over. Oh, great! I love it, I love it! Then put it into the shopping cart.

In a To C business, the product is the foundation. With a good product, plus marketing and channels to take down consumers.

Marketing is like the air force, advertising, bombing, the only purpose is to occupy the user's mind, in the mind to write "can only buy me" four big words.

Channels are like ground troops, meeting, knowing and loving users at all possible touch points.

Therefore, the basic method of To C business is to polish the product, to beat the experience, to low price and to huge volume. Then meet the consumer and take it instantly.

To C business, is a blitzkrieg.

2. Advice to enterprises that want to transform To C

I have given a lot of advice to many enterprises, especially traditional enterprises in To B. If you want to enter the To C field successfully, the most important thing is to really do "user-centered".

After hearing this, many people laughed out loud.

You are not nonsense, we have always been user-centric ah, otherwise how do we achieve today.

Oh? Really?

I said, "Then why do To C companies call their meetings "partner conferences" and you like to call your meetings "customer appreciation meetings"?

Who are you thanking?

It's the resellers. Distributors. It's the stores.

You think they are your customers, you think selling things to them is the end, you think they are the ones who should be thanked.

But they are just your partners. You have only one customer and only one customer, the consumer.

When you treat the agents and stores as customers, it means that your focus on the product is not enough, and what you have in mind is not the consumer, but how you can get the agents below to help yourself sell more.

Behind the language reflects a mentality. If you have this kind of mentality, it is not good to do To C.

This is why, the user will desperately spit out some products and services.

For example, it is difficult to use the app that wants to hit people, such as the disaster-level interface, such as the interaction design that makes people crazy and painful.

Do you really know what "user-centered" is? Do you really know?

After they heard it, they were in a cold sweat.

If a To B company wants to enter the To C field, can it technically focus on the product and give the user the ultimate experience?

Can the mentality accept the change from a large single that earns millions to a single that only earns a few hundred or even a few tens of dollars?

Can you do it?

3. What is the essence of To B?

The essence of To B, and To C business is the opposite, in general, is also four.

Large unit price, relatively low repurchase, long decision-making process, and less impulsive consumption.

If we talk about the most important difference, it should be the long decision-making process.

How long is it? Too long. So long that it can almost wipe out all impulses, so that all impulse purchases eventually calm down.

To C's consumer decision, "seconds", To B's consumer decision, "months", or even "years".

If you want to buy a Huawei cell phone, more expensive and more expensive, more than 10,000 yuan is about the same. If you especially like, bite the bullet, a month's salary, also bought.

But you want to buy a set of Huawei switch equipment, that is not a matter of ten thousand dollars, a base station is several million, a single may be hundreds of millions.

Even if you like it again, and then impulsive, but the amount of millions of hundreds of millions, even if the teeth, chewed into powder, all swallowed into the stomach, there is no way to make a quick decision.

How to do? To approve. To go through the process.

What is this process in general?

A meeting to establish a project, what exactly we want to purchase.

We find a few suppliers in the supply chain list and invite bids.

Dozens of pages of hundreds of pages of bids, handed to you, the supplier on stage to speak PPT, why we are good, what is the gap between us and the competition, why you must choose me ......

Then, evaluate the scoring.

Each department has its own procurement direction, and each department also has its own procurement process, which may also involve the interests and relationships of technical decision makers, business leaders, and operations managers.

If the purchase amount is large, it needs to be decided by the department general manager, and if it is larger, it even needs to be signed and approved by the president.

After the procurement, there is still delivery. How to install the system, how to train the personnel.

If there is a problem, there is an after-sales service. How to solve this problem, how to deal with that problem.

And so on, and so on, and so on ......

I write to feel complex, you listen to also feel complex, if you really read will feel more complex, if you have done to know really incredibly complex.

So To B business, not rely on products and impulse spending to take the customer.

There must be BD, there must be sales, rush in, keep talking, keep talking, keep talking. Influence, influence, influence.

This is why, in the To B business, we often hear of people wanting to eat, drink, and make connections. Even, not hesitate to break the law and pay bribes.

Because the amount is too big, the chain is too long, and the opinion of the final decision maker is too valuable.

To C people always think that the reason why it is so complicated and so hard is because the product is not good enough.

Maybe that's really not the case.

In a business where it takes three days to apply to change a light bulb, it often takes longer and longer to make a decision that costs hundreds or millions of dollars.

To B business, in addition to relying on products, but also rely on sales and service, to grind, to consume, to convince, to influence.

To B business, is a protracted war, is a war of attrition, is trench warfare.

4. Suggestions to enterprises that want to transform To B

I have also given advice to many enterprises, especially To C Internet companies, if they want to successfully enter the field of To B, one of the most important things is to understand the complex process of To B business.

Because the complexity of To B is so complex that it is not about whether the product is good or not, but about whether I have the power.

Even, I should not carry this responsibility.

Above this sentence, you can slowly experience.

Not only rely on products, but also on sales and services.

Want to enter the field of To B, to have a strong sales team and service team. Either build it yourself or outsource the purchase.

In the To B market, you may meet a lot of barbaric requirements that you can't imagine, you will run into unreasonable Papa A, and there will be a lot of bargaining and even deceit.

Compared to To C business, To B seems to be big business, but in reality it is all hard money.

Can you understand this?

Can it be accepted?

5. Understand the essence and get rid of dependence

So, in the future, what kind of company, has the chance to be able to transform successfully?

The essential difference between To B and To C does not lie in the product itself, nor in the difference of consumers, but in the difference of business logic.

For example, the house, although it is facing the To C consumers, but the decision-making process may be as long as To B.

For example, office applications, like Enterprise WeChat and Nail, although they are facing To B enterprises, the features are more like To C products.

The difference between To B and To C is the difference in unit price amount, the difference in repurchase frequency, the difference in decision making process, and the difference in impulse consumption.

Why is the transformation so difficult?

What is difficult is not understanding the nature of business.

What is more difficult is not to get rid of the dependence on the original business logic.

Final Words

Today, the external environment is changing and the internal environment is complex, and many companies want to transform.

To B and To C companies envy each other and look at each other from afar.

However, To B does not understand the product and experience of To C, and To C does not understand the process and complexity of To B.

Transformation is cruel, and it is probable to fail.

But for those who fail, the reason for failure is not only because of the cruelty itself, but also because they do not know where they have failed.

In addition to courage, determination, persistence, and the ability to understand the essence of business.

Because they don't understand the essence, they die of transformation.

So the two most important points, the first is to understand the essence, and the second is to keep the first point in mind.

I hope this article can more or less help companies understand the difference between the two models and improve the probability of success. It can improve from 50% to 60%, 70%. Or just 51%.

And then what? What to do?

What else can be done. Break the dependency and continue to move forward with determination and courage.