In a decentralized era, only deconstruction is infinite. Human scale is the core of business iteration, and the evolution of business rules continues to deepen around human-centered connections. In the context of enterprise services, the highly empowered "super individuals" promoted the emergence of new organizational forms and collaboration methods. Focusing on the growth, management and value output of "super individuals", productivity tools that take into account more efficiency and temperature and more granular solutions.
is based on the continuous observation of digital users and digital organization scenario innovation. Scene Laboratory and Feishu jointly researched, and jointly built concepts, using "super individuals" as the origin to define the scenarios that digital organizations and enterprises really need to transform. Today I bring the second special article - analyzing how to understand "super individuals" how to promote scene changes in the consumer industry from the practical innovation of digital organizations.
New species live and die, speed is the eternal theme. This is not limited to the iteration of products, channels, and talents. More business links, and more personnel processes need to be connected, activated, and further chemical reactions. As the field most closely related to people, consumption is always a topic of the times. How is the consumption demand for intergenerational change discovered and how does it become a hot topic? How to judge whether a consumption hotspot is a real pain point or a fake demand?
In this process, what is often paid attention to is the needs of digital users. When the perspective is changed to people in digital organizations, how can their consumption spirit of the same frequency become an amazing product and solution through the operation and circulation of the company? Behind every brand that grows rapidly, what role does the "super individual" play, and what organizational structure, talent mechanism and productivity tools make this work?
01 In the era of "super individuals" for consumer companies, Yuanqi Forest "Flying Book Transmission"
Looking at the digital consumer brands that have risen in recent years, whether in terms of products, marketing, capital or topics, Yuanqi Forest is undoubtedly a representative example. Since launching its first product, "Ran Tea", in 2017, it has become a hot-selling single product. Yuanqi Forest has already owned 7 major product lines, and has successively deployed more than ten categories such as carbonated beverages, , tea drinks, juices, and yogurt.
From early 2021 to mid-this year, the number of employees in Yuanqi Forest has increased from more than 2,000 to more than 8,000. Behind the growth of scale is the rapid expansion of the company's organizational structure: internal and external communication, meetings, and decision-making among thousands of people; the process pressure brought by nearly 100 newcomers every week, and the needs generated by the personal growth and empowerment of employees.
In the soft drink track, which has become a "blood sea", from the initial "Internet-style" standout to the gradual entry into the channel and the supply chain and battle, the business structure adjustment of Yuanqi Forest has also been accompanied by the rapid transformation of the company's structure, talent system and organization. Since 2019, in order to get rid of the supply chain dilemma, Yuanqi Forest has successively launched self-built factory plans in six cities across the country. This is not only a major decision in capital and strategy, but also allows Yuanqi Forest to enter a slightly unfamiliar field such as consumer manufacturing.
From a startup company to a mature company, according to media reports, in the major organizational structure adjustment at the end of last year, the original Amoeba system has been replaced by the "big, middle platform, small BU" model, and this is just a tiny microcosm of the dynamic growth of Yuanqi Forest. Given as the name of "Internet company in the consumer field", Yuanqi Forest still enables young people to make bold trials and errors in R&D and operations, and recruits skilled people in the industrial chain and channels. The current subtle balance between speeding up and slowing down constitutes the current "change engines when driving an airplane."
Fei Shu
▲ Fei Shu Advanced Team Documentary "Yuanqi Breaks the Damage"
There is no doubt that Yuanqi Forest needs a productivity tool that can accompany the growth of the enterprise, quickly solve internal organizational problems, adapt to the various daily contexts of factories, channels and offices, and focus on individual employees.In fact, the flexibility and shaping nature of Feishu as a tool are largely in line with the complex situation of Yuanqi Forest, and also solve the actual needs of "reducing costs and increasing efficiency".
Take the optimization of the "job process" as an example. The biggest problem in the past is "long process cycle" and "low manual Q&A efficiency". The split system brings scattered information. Feishu integrates and connects all IT systems, automatically opens accounts for new employees, pushes on-boarding manuals, and department introductions, so that the processes that can be completed online can return to the effective results. In response to a large number of problems of new employees, Feishu has developed a service desk for enterprises that combines intelligent customer service and manual customer service, automating high-frequency and standardized problems and accurately using manual services, thereby saving a lot of manpower.
02 In-depth consumption scenarios, develop the next generation of "productivity tools"
New species explosion 2022 proposed that today's consumers are becoming more and more pragmatic, and their ability to retrieve and model Internet content to form decisions is unprecedentedly strong. Expiry , self-made, flat substitute, and basic models have all become more spiritual symbols of life. Pragmatic consumption is the pride consumption and the new trust consumption.
▲ New Species Explosion 2022 proposed "Pragmatic consumption is proud consumption" ©Picture originated from scene laboratory
For consumer brands, whether the "disguised" cycle, whether business model innovation can withstand the long-term test of social value and user value, and whether it can truly "eliminate the false and retain the truth" is the survival password. This makes enterprises urgently need the collaboration and creativity born from within, truly bid farewell to the goal orientation and go to the real needs of the digital age. The segments are scenes, the spirit is seen in the details, and the experience is experienced in the details.
This is also the common feature of the new generation of consumer enterprises: opportunities and risks coexist. Due to the existence of explosive product mechanisms and horse racing mechanisms, the organizational forms vary widely, have strong mobility, but lack stability and durability. When production logic turns into operation logic, competition for all consumer goods will be the same. This means that creativity and experience need to be respected equally here, and the continuous and stable "decentralization" is to respond to changes with "unchanging".
Feishu's understanding of this point is thorough enough. The "new" of new consumption comes from flat management and the full flow of personnel and information. Breaking the "information wall" is the first priority. Taking "discretion" rather than "blocking" means fully guide and encourage discussion, and then promote efficiency transformation in the form of tools - Taking Feishu Document as an example, through the "Feiyue Club" document tool, the lengthy sharing is pre-set, so that the discussion process is visible, and the conclusion is drawn clearly and efficient.
is carried out simultaneously in Feishu around the experience precipitation and potential stimulation of "people". The various templates carried by Feishu documents can adapt to different theme processes. Whether it is the factory construction progress, creative sharing of work, or daily discussion and decision-making, it can provide both targeted and universal solutions.
03 Directly connected to users' new concepts and people within "digital organizations"
More and more consumer companies are beginning to choose Feishu, including emerging consumer companies such as Super Orangutans and Plant Tags, as well as traditional and innovative large-scale consumer companies such as Wumart and New Hope . Feishu's service "three tricks" are: optimizing processes, providing tools, and innovating experiences.
In past articles, we mentioned that "scenario-oriented people" are reshaping all aspects of organization and business in reverse. For digital consumer companies, the form of individual organizations is more varied - both creators and consumers, and the self-driven power brought by the dual perspectives to achieve an efficient operation system with extremely fine granularity.
▲ "Super Individual" productivity tool ©Picture originated from Feishu
From traditional consumption to e-commerce, live broadcast, DTC, behind the diversified channels is the closer and closer consumer reach, requiring consumer companies to not only have smooth internal communication, but also timely external feedback.Feishu provides more service content based on covering office office and talent management. Among them, the corporate consultant is Feishu's attempt to better achieve in-depth business logic adaptation based on broad adaptability. Wu Sheng, the proposer of
scene methodology and founder of Scenario Laboratory, proposed that enterprise-level services have evolved from SLG (Sales-Led Growth) and PLG (Product-Led Growth) to CLG (Context-Led Growth) to scenario-driven growth). Only by going deep into the front line and obtaining real needs can best practices be given.
Take New Hope as an example. A large group with more than 135,000 employees has more than 600 subsidiaries. It also has a large number of employees who go deep into the traditional agricultural and animal husbandry production line. Although the group's goal is only office digitalization, it is difficult for ordinary consumer companies to use Feishu tools to perform complex operations in terms of business complexity or structural differentiation.
provides customized solutions around user scenarios. Even if it is just the basic requirement for enterprise digitalization, Feishu tailored the "Leap Plan" for it not only integrates the company's structure into a "address book", but also provides the simplest and efficient solution based on the original basis through the construction method of the user center-subsidiary system.
enterprise-level services "scenario-driven growth" from every touch point of business demand, and integrate it into its own system. This "Lego-style" standard tool + customized expansion form can only cope with the ever-changing changes in the consumer industry.
"Official account of Scene Laboratory, Wu Sheng and the research team bring the latest research results of scenes and new species. Scene Laboratory is a brand strategy service organization featuring scene methods, providing innovative consulting services such as scene research, brand strategy, topic design, potential energy communication, etc.."
