Back to 20 1 1 year, various applications of mobile internet began to spread, and user habits of mobile internet gradually developed. 20 1 1 is called the first year of group buying. Internet entrepreneurs run fast and are fearless. 20 12 is a vertical e-commerce boom, and the industry is moving towards segmentation; 20 13 is the first year of internet finance, and people's demand for financial services broke out; 20 14 is the first year of O2O, with online and offline integration; 20 15 is the first year that * * * enjoys the economy, and people's stock assets have new uses; 20 16, artificial intelligence is hot, and the industry is upgrading. 20 17 can be called the first year of YEATION mode, and a large number of boutique e-commerce companies rose.
Behind these phenomena, just like the fatalistic consciousness conveyed by Huang Renyu in Fifteen Years of Wanli, in that year, many trivial actions aroused the waves of the Internet in the future. From the wave and growth of mobile Internet in the past seven years, we may get a glimpse of the significance of future social and economic development.
First, the first year of group buying: not much to say, grab the money when you see it.
Soon, in an era when people are eager for quick success and instant benefit, there are advertisements for group buying everywhere. This is a story brought to people by 20 1 1 Internet.
In the era of the rise of the Internet, the first fatal flaw exposed is the disorderly competition with low threshold. In the early days of the group buying market in China, the threshold for being a group buying website was not high. A college student can set up a group buying website as long as he wins some special offers, talks about some merchants and downloads a group buying website template.
Under this low threshold, if group buying websites want to seize the share, they have to subsidize offline businesses, burn money for advertising and spread market reputation. So in this year, we saw that "group buying is going to XX!" The same slogan is everywhere in this city.
But don't forget, this is an era of quick success and instant benefit. Before we found the business logic that can be mass-produced, when everyone rushed to "get on the horse", every tuyere turned into a bubble again.
As a result, it is not uncommon for business personnel and project managers to share food subsidies, and commercial disputes also follow.
Under the influence of chronic diseases such as "low threshold, high investment, light internal strength and difficult supervision", a large number of group buying websites have become a flash in the pan, and it took only six to eight months from the "Thousand Regiments War" to the "mass disappearance". 20 1 1 In the second half of the year, the group buying industry quickly entered the capital winter, and the media began to pay a lot of attention to the reputation dilemma of group buying websites and the problem of "zombie group buying stations". The reshuffle period of group buying began to come, but this does not mean the rapid demise of group buying, but every "window" touted by capital in the name of "fast" can't get rid of the law that "one will become famous and the other will rot".
Many platforms died, and those who stayed began to compete differently and take market segments. The group buying industry has also increased from a single independent group buying website to a group buying channel in an e-commerce website or even a compound group buying trading platform.
Second, the first year of vertical e-commerce: the method of grabbing is wrong, and some are still fake gold.
20 12 internet is a vertically subdivided e-commerce bureau, but it is a life-and-death bureau. Taobao in JD.COM has formed two traffic black holes, overwhelming online bonuses of e-commerce, and offline retailer Suning Gome has also launched like a dream. At that time, many vertical e-commerce entrepreneurs who realized that more vertical industry services could enhance the user experience broke the desperate words of "e-commerce potholes". Yaodian 100 closed down, Jiapin.com made clear the information of layoffs, and the famous products discount network cancelled any sales of goods, even Dangdang.com.
On the one hand, the B2C online shopping market has experienced amazing transaction volume outbreaks again and again. On the other hand, most e-commerce companies have little profit in continuing to burn money. This contradiction is actually enough to explain why it is so difficult to do vertical e-commerce. In the whole market environment, the personalized needs of users have not been released, and ordinary standard products are enough to meet the needs of mass users. Moreover, in this year, Suning.cn, JD.COM Mall, Amazon, Tmall and other large e-commerce companies are engaged in fierce price competition, and vertical e-commerce companies are unable to resist this tsunami-like siege and plunder. It was finally imagined as small and beautiful, but it became a victim behind the rapid expansion of the big platform.
However, in essence, the Internet is full of uncertainty. In the final analysis, whether it is' big and complete' or' small and beautiful', the success of e-commerce depends on whether consumers recognize it and whether the business model is healthy and sustainable. Like 20 17, the pattern is different. Netease's yeast has attracted consumers' attention because of its advantages of quality and commodity parity, and it has grown into the third mode in the field of e-commerce, and has driven 20 17 to become a year of yeast mode. Of course, this is another story. 20 12 Taobao, JD.COM and others won the world by price war, but at the same time, it also caused the chaos of counterfeit and shoddy products in the e-commerce system.
Third, the first year of Internet finance: In troubled times, managing money is very urgent.
In the 20 12 e-commerce war, Alipay's daily transaction volume exceeded 4.5 billion yuan, and the number of daily transactions exceeded180,000, reaching a peak of 33.69 million. This set of figures not only makes banks tremble with fear, but also makes people see the generosity in the consumption field, so it seems logical for finance to upgrade to 20 13 to compete for the focus.
You know, in 20 13 years, the economic background of the whole world is globalization, openness and economic virtualization. During this period, finance began to decouple from real money, and the demand for financial services exploded sharply, especially for personal financial services. At this time, the emergence of Internet financial products, represented by Yu 'ebao, has made the customer base covered by financial services really sink to ordinary people's families. This group is widespread but has long been ignored. In other words, in this year, the Internet penetrated into the blood of traditional finance in the form of e-commerce.
Even so, at this time, the vast majority of domestic Internet financial products are still learning from the American model. For example, the "clone" of Yu 'ebao is a money market fund account developed based on PayPal, a third-party payment tool in the United States, while the concept of P2P platform in peer-to-peer lending originated in Britain and the United States, and the representative enterprises are Lending Club in the United States and Zopa in the United Kingdom. Therefore, this wave of upsurge can not be called overtaking in corners.
On the positive side, the emergence of Internet finance has brought democratization and popularization of finance to China, and also made traditional finance begin to consider using Internet technology to guide industrial transformation. However, it is undeniable that speed and lack of quality are still the names of the Internet this year. P2p financial management, third-party payment, Internet financial products, crowdfunding and other modes are all chaotic and need to be standardized.
Fourth, the first year of O2O: It is not long to earn your own gold, and everyone can earn together to win.
Due to the current situation, when Internet finance and e-commerce build primary scene consumption patterns, some consumption becomes a face and some patterns become a lining. 020 is one of them. After several years of development of e-commerce, the online mode is chaotic, and the life of offline enterprises is getting harder and harder, so there is a call for the integration of online and offline industries. 20 14 is a chaotic period for online and offline enterprises to shout for transformation, and O2O has become a lifeline.
As a result, e-commerce companies have switched to the 020 mode. JD.COM is the online to offline of "Big Data+Goods+Services", Suning Shang Yun is the online to offline of "Store to Business Circle+Double Line with Same Price", and retail Wanda is the online to offline of "Offline Mall+Fan Fei E-commerce". SF Logistics has begun to seize the offline market on a large scale and carry out the "enclosure" plan of 30,000 stores. Under the leadership of giants, it has integrated social consumption patterns.
The internet seems to be a little heavy this year. With the second "O" of O2O, namely offline service quality, being paid more and more attention, many enterprises are trying to find the best entrance to enter the consumer life circle, naturally enter the consumer behavior scene, and use these consumption scenes to achieve precise marketing. Like "Call a Duck" to satisfy all your fantasies about ducks! ","It doesn't matter where you go, what matters is ... "are all famous marketing cases of 20 14. Therefore, it can be said that under the guidance of deep-rooted scenes, Internet technology provides new reference and thinking for marketing methods.
5. * * * Enjoy the first year of the economy: many people have money, so try to play together.
After the growth of Internet in previous years, the role of supply and demand in China's economy has quietly changed.
First of all, whenever a new business model appears, it is bound to be accompanied by social needs, and any year is no exception. There is a data that is contrary to the current housing difficulties and housing fever. According to the data released by the National Bureau of Statistics on 20 15, there are nearly 50 million idle houses in China, which reveals the fact that there are more and more people with idle resources in society. Under the influence of internet finance, they began to learn to improve the efficiency of using existing assets, and 20 15 became the first year for * * * to enjoy the economy.
In 20 15 years, more than 30 * * * economic enterprises and models emerged in China, including space * * *, cognitive surplus * * *, channels * * and multi-party * * * enjoyment. From these models, we can see that * * * economy is an instant Internet opportunity based on demand or supply. In recent years, * * * enjoys this heavy basket, but the utopian word "* * * enjoys" seems a little light. Some models and products are actually just hitchhiking to enjoy the economy, but the pain points with high experience requirements are highlighted. * * * If you want to enjoy the sustainable development of the economy, you must sink the channels and express the value more deeply.
Sixth, the first year of artificial intelligence prevalence: playing gold, the gameplay should be advanced.
The torrent of history always leaves room for those who dare to make waves. This sentence is more suitable for 20 16. This year, giants can't make products without some intelligence.
There are 65,438+0,485 companies related to artificial intelligence technology in the world, raising a total of 8.9 billion US dollars. Of course, the craziest thing is the capital bet of the Internet giant. Abroad, Apple acquired Emotient, an artificial intelligence startup, and Yi Bei announced the acquisition of Expertmaker, Intel, Microsoft, Google and Amazon, and so on. There is Baidu ALL INN AI in China, which has launched solutions such as Baidu Brain, Baidu Medical Brain and Tianzhi Cloud Computing. Ali has made great achievements in marketing such as face recognition and voice recognition. Netease, 360, Iflytek and other companies are eyeing artificial intelligence. For example, Netease itself has also launched a fully intelligent customer service system Netease Seven Fish, artificial intelligence anti-spam cloud service Netease Yidun, etc. The artificial wave is irreversible.
However, no matter how many stories, as long as the scenes don't go deep underground, there will still be opportunities for pattern change. It can be seen from the big promotion festival that artificial intelligence only gives these e-commerce platforms a marketing means to reach users more deeply. There is still a great information asymmetry between producers and consumers, and the market and demand are out of touch. Consumers' demand for "buying well" has not been well met.
The first year of YEATION model: the time chosen is to use gold in practice.
The most obvious feeling of 20 17 is that the boundaries between advertising/content/products/transactions are becoming more and more blurred, but one concept is becoming more and more clear, and that is quality.
After the traditional e-commerce pattern is divided into two parts by Taobao and JD.COM, the remaining platforms can only survive on their thighs. No one would have thought that at this time, Ding Lei could cut off the lifeblood of this new e-commerce economy, create a "yeast model", and promote the rise and emergence of a number of new e-commerce companies, including Mijia Youpin, Taobao Xinxuan and necessities.
In the past, if you wanted to buy a complete set of high-quality household items online, the choice was very complicated. Four-piece set, towel, slippers, etc. Choose styles and compare prices. Now, you can solve them in one stop in a boutique e-commerce. Since 20 17, a group of selected e-commerce companies headed by big Internet companies, such as Netease YEATION, Xiaomi Youpin and Taobao, are opening up the third e-commerce road besides Ali and JD.COM. This has also set off a wave of quality positioning in all walks of life, and many startups have followed the "YEATION model".
On the one hand, the consumer groups in China are evolving, the middle class is rising, and new consumption concepts are emerging. Different from new retail, new retail discusses different forms and scenarios of retail. New consumption focuses on the changes of consumers' consumption views and behaviors. In the past, everyone pursued how to buy, but now everyone pursues how to buy better and more delicious. This phenomenon is "new consumption". Therefore, grasping the market demand, the platform based on quality will undoubtedly be affirmed and have a broad future.
On the other hand, 20 17 coincides with the transformation and upgrading of China's manufacturing industry. In the traditional supply chain, manufacturers have long been in a weak position and at the bottom of the "smile curve". At this time, Netease YEATION and other factories directly entered, and the supply chain was short, thus providing preferential business policies, truly breaking the traditional supply chain procurement rules and finding a transformation strategy of giving priority to providing excellent China manufacturing industry for Chinese people.
Of course, in the business form that pays more attention to quality, it is necessary to seize the opportunity of new consumption and go deep into the upstream of the industrial chain, which also leads to the inevitable weight of the business model. For many years, Internet companies in China have made money by the logic of realizing traffic. The way Netease YEATION and Xiaomi make money is actually to really participate in product quality control and manufacturing, which has a lot of enlightenment for the Internet.
Zhang Ying, the founding managing partner of Jingwei China, recently made an internal sharing, which mentioned that "the traffic is getting more and more expensive today. From the incremental market to the stock market, it is necessary to extend the life cycle of users, fully tap the value of individual users, participate in the whole link of the industry and create a closed loop. Not only ToC companies, but also other industries. Investors now realize this. In this case, let's start now, starting today. "
"The Little Prince" wrote that if you want to build a boat, don't call everyone together to collect firewood, distribute work and give orders, but teach them to yearn for the boundless sea. The internet pattern is like this ship, but not many people know it not far away. Judging from the development from 20 1 1 to 20 17, the internet has gradually changed from light to heavy, and gradually returned to the commercial essence, which has promoted the social and economic process to pay more attention to quality and relatively extensive development and inclined distance. In this way, only by doing the utmost can we get the opportunity of the times.