Source: EC e-commerce Author: Zou Cao Mei Wu Linlin earthquake in 2003, most of the professional CRM product vendor does not reverse the loss situation, the bear market still continues. However, according to authoritative institutions: In 2003, the total sales of my country's CRM market less than 200 million yuan, compared with foreign countries, existing market penetration rates less than 2%. From this, we can read two levels of meaning, one is that China's CRM market is very broad; its second is not mature, and still waiting for suppliers to work together to make a big cake. In addition, the CRM market is talking about the CRM market. It seems that the most evaluation of listening is nothing more than "immature", "chaos" and "primary stage", using these words to describe the dilemma facing the current CRM market, it is appropriate, However, it is a bit of a sense of pan. How is the "immature" "immature" in the Unscrop Market, users, manufacturers, and third-party service agencies have their own understanding, and the entire industry chain has not met the coordinated mature stage. First, from the user's point of view, some users have been unfamiliar with CRM after a long-term "catalytic" and "clinic" supplier, and the Western advanced marketing concept has never magnetic appeal to "one hand". "The Benefits Benefit" "Being Management Benefits" has finally fallen. However, due to the disease in management, it is confusing from all aspects during the three steps of building CRM systems (ie, providing demand, implementation and maintenance), and still faces confusion from all aspects: First, business people's knowledge level is not enough It can provide the level of future customer relationship management models, which is difficult to propose accurate demand from the business level. At present, most companies are also in the stage of the IT department to provide software design requirements and promote the implementation of information, but because most companies have not given an absolute authority to the IT department, they have encountered great hindrances with the business unit. Even the martyrdom of all aspects, making it difficult for their work. Second, in the implementation process, the project leader will often move or turn away, and the idea of the new project leader is completely different from the foregoing person in charge, so that the supplier is uncomfortable. And negative resistance from employees, so that the cooperation between supply and demand has "crack", resulting in the implementation of the extension, even suspended. Third, after the implementation is completed, many companies do not have a supporting data analysis department, which makes the value-added role of the CRM system to discount due to lack of data analysis capabilities. In the implementation of the confusion, the chasing source can discover the immature of the other level of the user, that is, the current user's philosophy is still difficult to accept, so it has also increased the risk in the implementation process. The Chinese has always thought that it is necessary to spend money, and it is a lifelong thing. Second, from the perspective of suppliers, the CRM products provided by the manufacturer have some "生". The current CRM general product is difficult to meet a personalized demand in a subtle industry, even if the secondary development, the problem that can be solved is only based on some small problems in the overall framework, such as the change and buttons of the interface. Setting, but it is difficult to maximize the personalized demand for industry users, such as issues of management and lean manufacturing in the automotive industry, universal products have basically no way to solve. At present, many suppliers have a solution for the industry, but because the supplier is difficult to penetrate in a short time in the industry, the research and development for the industry is weak, not to develop, but the clever woman is milemow, CRM and other Management software is facing the same problem, that is, there are very few people who understand industry and understanding, and is still in the development stage. The supplier can only "touch the stone cross the river" to the industry, "walk a step".
Even if the supplier knows more about a industry, the industry involves more, there are many sub-industries under each industry, familiar with a subdivision, may take one to two years. The supplier will incorporate the five or six large industries, which will inevitably be more than chewing, unless you look for the corresponding industry partners. If the solution does not meet the actual needs of various services in the industry, it is difficult to obtain the trust of the company. I often hear the old chief of a company, I am so lamented: I don't want to use the CRM system, I have been investigated a circle, or I don't have the product that is not suitable for our products. I can only develop. Again, third-party service agencies are still in the edge position, and have not become one of the industrial chain, and it is also a factor in the market. Currently, the CRM industry chain is still consisting of users and suppliers, belonging to a short essence. Consistent consulting agencies in front of the supply chain, although there are also, but because users do not recognize the service payment, it is difficult to enter the mainstream ecological circle. Project assessment agencies in the backend of the supply chain are also unsaving. One dispute between users and suppliers, they begin to tear, they are not responsible, complaining with each other. The actual may be responsible for both parties, but there is no third-party neutral institution to be qualified to be qualified, the right, and the benefits can only be inspired by each other. There are many third-party neutral institutions abroad, and their costs are also paid by users. If Chinese users do not accept the concept of service payment, the singleness of the industrial chain will continue. This uncomfortable mode will not be changed in the short term. The "confusion" in the Qing dynasty, the CRM market is also slightly "chaos", the diversity of the products of the supplier market and the manufacturer's fish dragon mix, so that the user is dazzling, it is difficult to distinguish between authenticity. The supplier's products have a thousand autumn, have finished products, semi-finished products, and now sell now. What kind of products are more in line with market demand, and suppliers are also exploring. In addition, suppliers in various fields have also joined the CRM War Group, foreign software giant Oracle, Microsoft and SIBLE will come over; ERP manufacturers are embarrassed; CTI manufacturers don't forget to come in a piece of it. Although the user's choice is greatly increased, it will also be dazzled, and it is obey. Even some unusual products are mixed, it is difficult to distinguish. It is understood that there is still no real leader in the CRM market, there is no "banner" product to refrain, completely rely on the user's eye knowledge hero, if you accidentally choose the wrong product, not only bring economic losses to users, but also make the whole The CRM market is further shrouded in the shadow, because for corporate users who have questioned CRM products, heard some lessons of failure cases, enough to give them a plan to build a CRM system in the short term. The back of the "primary stage" is used for an old saying: the CRM market is still in the primary stage. This sentence means that CRM has been applied, but it is necessary to have a large-scale mature application. CRM has only seven or eight years in my country. Compared with foreign decades, we just started, there are still many contents need to be improved, including corporate basic environment change, CRM is the premise of foreign industrial production. Out of management software, and many companies in my country are still in the handicraft phase, the background environment is different, and the road to CRM should go is still long. In the context of the primary stage, the battle between suppliers will also last forever. As far as the current market is concerned, although all kinds of manufacturers can't make a sight of the knife on the CRM battlefield, no one will give up the fat on the mouth, and it is generally the first user who uses her own products. Have a chance to go out to hunt.
Foreign software giants currently hunting objects are basically foreign companies or joint ventures. The management software used by these enterprises Foreign Ministry will continue to China. ERP vendor now does not put main energy in the CRM market, but users who have used the ERP product, they will not miss the opportunity to sell their CRM products. According to a CRM expert: In 2003, at least two CTI vendors had a year's annual income exceeded 10 million. It is understood that the professional CRM manufacturer does not exceed this number. Supplier survival law recently, Hong Kong GEM Taiwan-funded listed company Aike International's "Collective Escape", which is a glimpse of the cold CRM market, which is also a haze. In 2001, Aike International was launched by Jinghua Mountain, but the listing of the listing was started, and its performance began to decline. In 2002, it entered the mandatory sponsorship period. The two-year mandatory sponsorship period has just ended. At the beginning of 2004, Ake was burst. The high-level management staff collectively disappeared, and the Hong Kong office has already went to the building. The quiet departure of Ak, at least made CRM suppliers feel a cold. We can't help but ask what they are now in the future, how will it develop in the future? From "Ak Escape", 1999 Ici has established branches in China, and Taiwanese parent company is integrated with a sales call center product and system. Aik has another way in China, and a CRM market is in this emerging market, you will get the first bucket of gold or seize the high point in this emerging market. After the ambitious Aike rushed, the bank and securities quickly locked the bank as their target industry. According to a former employee of Ak, "" The sales cycle of the financial industry is very long, beyond the previous expectations; Eike has lacks objective considerations for the ability to penetrate the financial industry. " Bank and securities industry choice management software or other IT products are not the price, but product security, flexibility, integrated, and manufacturer's own quality. At this point, Ak and its demands have a larger loss. CRM product sales are not satisfactory, and there is no other business supplement. The decline in performance is inevitable. In 2002, the amount of Aike lost 300,000 Hong Kong dollars, and the loss of 9 months in 2003 was higher than HK $ 11.64 million. Due to the loss of the loss, the scene in the beginning of Aike collective is in the reason. Aik's failure may have many reasons, but in terms of the choice of business strategies and target customers, Ak's strategic steps are arranged notgent. After Aik settled in the mainland, there was almost no promotion of Mature CTI products in Taiwan. In 1999, it coincided with the climax of the domestic construction call center. The demand market is also very optimistic, but Aike has chosen the CRM market in the speculation. . The pressure of the investor did not survive the source of Aike. It is not possible to say that the Ak is a complete disregard. At least a long-term plan for do not do a good fortune, the investment market does not tolerate the two or three have not returned. Maybe only a pragmatic walking, is the way of survival. MyCRM: The strength of the general product is interactive can still work hard in the CRM market, benefiting from his low-end general products. MyCRM products have been sought after by the market. Users who did not see the true face of the CRM, they won't be willing to spend a lot of money to buy high-end products. MyCRM is low, cheap 20,000 to 30,000 can be bought, and the operation interface is relatively simple, and it can also meet some of the current needs of small, small businesses, so the interaction interaction has gathered in a short time. user. The number of users ranked first in CRM suppliers. "Cheng also Xiao, defeat also Xiao He" joint interaction quickly opened the market situation, but due to its low price, the profit space left to suppliers has shrunk, plus the labor costs for software maintenance, There is not much left.
Therefore, some people say that Sancheng interactive sells a product, it is not as good as Turbo to sell a product, nor does not reason. Therefore, the income amounts associated with interaction are not optimistic. However, its good customer foundation has brought a small invisible income for future development. Sales of management software is the most service about the information of the information between the manufacturers, and they will say a few more words than the supplier in a few words. At the same time, the joint interaction also saw the drawback of low-end products. That is, through version upgrades to meet the needs of users, users are limited to some extent. Since 2003, it has also begun to try the "Software Solution" mode so that some mid-end customers can expand their living space and profit margin. However, the corresponding R & D costs will also increase. "The product in the past few years is basically the department-level application. With the continuous optimization of the product, the application of products is more powerful, and has gradually extended from department-level applications to enterprise-class applications." Hu Jinping, general manager of the interactive Say confidence. It seems that after the joint interaction has been adjusted after some strategies, it has gradually increased the input of software added value to further satisfy the user's personalized demand. In the high-end market, I started my own rush. TurboCRM's high-end market path often receives TurboCRM award-winning information from the mailbox, and is very happy. TurboCRM can be said to be the mainstream of the CRM market. TurboCRM extends to data mining turbodss and computer phone integration Turbocti direction when upgrading its TurboCRM version, making its product line gradually improve. The high-end competition in the CRM is more intense. Foreign software giants also feel that the manufacturers in various fields such as Tiger, domestic ERP and CTI, and the high-end market is profitable. They have entered, so that the high-end market sales cycle is relatively long, to a certain extent There are also more company resources. TurboCRM can occupy a place in high-end markets, benefiting from its continuous standard version of products and continuously launched industry versions. When talking about the CRM manufacturer's survival, TurboCRM CEO, Xue Feng believes that CRM manufacturers must survive, must have the following conditions: First, according to customer needs, timely upgrade, To adapt to the changing customer needs; second, we must in-depth research on its own focus, only in this way can protect the core competitiveness of the enterprise. However, this research and the corresponding investment of the company are closely related. If the company has not operated, the fund is not in place, and the research on the field of self-focuses will not keep the research and development of the product, then the product can only stay in At the original position, at this time, the products of other companies are constantly innovating. The original products will gradually become low-end products; third, guarantee implementation and service quality, suppliers sell products to users, It must be guaranteed by high quality implementation team and service quality, thereby ensuring customer needs; fourth, localization of products. Only by providing localized services, customers can get the best service. The smart intelligence of the Mid-sanctual Survival Law is that there is no "treasure" in the CRM product. In addition to the Sellwell CRM products developed, IT training and management training. IT training includes Microsoft, Cisco and Sun training and certification exams. Training is one of the first suppliers entering the CRM market.
When the training business across the country, many people in the eyes of many people don't seem to put all the efforts in the research and development and sales of CRM products, but according to Mr. Li Juewei, President of Zhongsheng Company, 2003 During the bidding of the CRM project in China, they received a victory of winning, and in the beginning of 2004, China and foreign transportation, revival, Shanghai Berling, Lafai and Mai Wang International and other CRM projects. It can be seen from the Shenghua Management Training Course (including project management PM, customer relationship management, and corporate marketing management, etc., its training content is based on marketing. And Zhongheng Marketing Management Training Write CRM's marketing concept and product function into training materials, and training has also cultivated new users, so Zhongheng training business boosts its CRM business development. Let the training drive the sales of CRM products are a pragmatic champion that is survived in the CRM market. "Others lecture is a set of theory, and our lecture is a marketing tool." Mr. Li Juewei is talking about training. At present, the customer base of Zhongsheng CRM products is basically locked in East China and South China. "East China and South China companies pay more attention to CRMs can give them the actual benefits, rather than philosophy, and the sales cycle of private enterprises is short, and the recovery cycle of cash flow is also shortened accordingly. This may be an important reason for Zhongsheng selection private enterprises. The starting point of the sales strategy of Zhongsheng products is very clear, that is pragmatic. It is this pragmatic concept, so that the Chinese Sheng is in a numerous comrades, it is still very good. With the improvement of the market, the Sheng Sheng product strategy is also adjusted. The wisdom of the deep tillage industry is in my impression "Wishes often there will often be amazing", and the wisdom once worked hard to do China's SIBLE. It has been ranked before the size of the company and the number of developers, but due to the confusion and confusion of the CRM's environment, and the contrast of the overall high input of the CRM market and the low return rate of the market, forcing the wise to adjust the overall structure of the CRM, the original The CRM business unit integrated into the company's four major operational platforms, the original CRM R & D personnel integrated into the company's more than 700 R & D systems. Chuang is a customer version, truly a one-to-one sales, because the product is customized, so that his personnel cost is higher than other suppliers. But personalization is more advantageous than universal products. In 2003, wisdom in the real estate industry, successfully implemented several cases, strengthened its confidence in deep cultivation industry. Professor Deng Shunhua, director of the Chuangguan Group R & D Center, mentioned that the development strategy said: "The development of Chui CRM will break through the original major industries and continue to develop in depth." The whole process of the entire front end management will be included, not just sales automation or service management as the basic starting point of enterprise customer management. Its solution not only meets the needs of enterprise pre-sales services, but also interfaces with ERP, financial systems, and network distribution systems. In 2004, the wisdom will focus on the development of the real estate, medicine, manufacturing, and circulation industry. The reason for choosing these industries is "their business process is mature, and the degree of customization is high." Taste the sweet wise in the industry customers, walk the depth of the way, perhaps find a fulcrum that can support the development of a good development. With the gradual improvement of the market, the CRM industry will have a more intense market competition. What is the survival status of CRM vendors is also worrying. Their homes are difficult to compete with other three types of manufacturers: in terms of technology, foreign software giants are obvious; in terms of industry experience, ERP and CTI suppliers have deeply deployed industries, and they have accumulated more rich experience, and CRM Suppliers are relatively speaking, it is also a teenager who is involved in the world. However, the biggest advantage of professional manufacturers is that it is very much, and China's market is very much. As long as each CRM supplier is fine in the segment, it reflects the professional supplier's professional, the market prospect is still Seductive.
