麦肯锡-首席执行官如何通过建立新的B2C业务来超越竞争对手（英）-2025.5_11页_1mb

Overview: This report from McKinsey & Company outlines three consumer-focused strategies for CEOs to build new B2C (business-to-consumer) businesses to achieve competitive advantage and drive growth. It argues that established companies can leverage underutilized assets to create new revenue streams, with data showing that companies allocating 20% of growth capital to new businesses see higher revenue growth. The three strategies—advice-as-a-service, embedded services, and B2B2C businesses—address consumer pain points like decision overload and fragmented experiences, leading to long-term gains.

Introduction and Motivation: Companies face pressure from digital competitors and the limitations of traditional core strategies. Building B2C businesses taps into a $25 trillion market, creating new revenue streams. McKinsey analysis highlights that CEOs should assess opportunities using three exploratory questions: leveraging core assets, identifying underutilized resources, and ensuring transferability to consumer markets.

Three B2C Strategies:

• Advice-as-a-Service: Businesses provide expert guidance on topics like finance or healthcare, using core knowledge to simplify consumer decisions. Examples include Redfin for real estate advice and Hims & Hers for telehealth. Success requires building on unique strengths, integrating AI with human interaction, and facilitating easy consumer onboarding.
• Embedded Services: Integrate third-party functionalities (e.g., payments or logistics) into core platforms to enhance user experience and retention. Examples range from Stripe’s payment tools to Amazon’s super-app model. CEOs can drive stickiness by ensuring seamless UX, creating ecosystem value, and leveraging network effects from data.
• B2B2C Businesses: Collaborate with B2B customers to reach end consumers directly, bypassing intermediaries. Examples include OpenTable for restaurant bookings and medical-device apps for patient access. Strategies focus on identifying underserved markets, using partnerships for scaling, and adopting flexible operating models.

Key Strategies for CEOs: Based on proven examples from McKinsey’s work with over 700 new businesses, CEOs should start small by selecting the right strategy aligned with company strengths, solve genuine consumer pain points, and foster agility through start-up-like independence. All three strategies emphasize solving decision fatigue, simplifying complex journeys, and generating sticky customer relationships.

Benefits and Call to Action: Top-performing companies gain diversified revenue, market share growth, and competitive edges. If the exploratory questions are met, CEOs can confidently pursue B2C building, with the potential to generate sustainable revenue by easing consumer burdens in an increasingly saturated market.