The year 2018 is considered to be the year of the outbreak of the concept of industrial Internet, and the major Internet giants have laid out the To B field.
On September 30, 2018, Tencent announced its first organizational restructuring since 2012 with the establishment of the Cloud and Intelligent Industry Business Group. Tencent CEO Ma Huateng publicly declared that he would fully embrace the industrial Internet, and said that Tencent would use this to move into the next 20 years.
Followed by Alibaba's release of its Flying Dragon Industrial Internet platform, which utilizes big data, cloud computing, and the Internet of Things to help transform the manufacturing industry, setting its sights on the To B market as well.
Subsequently, Baidu also announced an organizational restructuring, upgrading the Intelligent Cloud Unit (ACU) to the Intelligent Cloud Business Group (ACG) to carry AI to B development.
In addition to the BAT has completed the organizational structure adjustment, to the B end, in fact, Jingdong, Meituan, millet, almost all Internet giants are reassessing the value of the B end.
1.C-end traffic dividend bottom
In the past few decades, domestic and foreign Internet giants were basically born in the search, social networking, e-commerce, clothing, food, housing, transportation and other areas of life and consumption, and at that time, the Internet was also known as the consumer-grade Internet, that is, the To C.
But in recent years, the demographic dividend is gradually disappearing. According to QuestMobile research, in 2019, the size of the monthly active users of the mobile Internet reached 1.138 billion, and the growth slowed down further, and the growth rate of the monthly active users has been falling, and the year-on-year growth in December 2017 was 6.3%.
And by March 2019 the year-on-year growth rate was the first time to fall below 4%; in terms of user growth, the growth of user per capita single-day use time in the first quarter of 2019 was only half an hour, and the increase in time has a narrowing trend.
This means that the momentum of the development of consumer Internet has slowed down, and the ceiling of the C-end is faintly visible.
All industries are striving to return to the essence, grow inward, improve efficiency and reduce costs, thus promoting the integration of the digital economy and the real economy, the integration of online and offline, and the combination of the Internet and traditional industries.
"In the next 30 years, the world does not belong to Internet companies, but to companies that use the Internet well." Jack Ma has emphasized in many speeches. Entity economy in the next 30 years, the only way to embrace the trend of the Internet, grasp the changes of the times, will not be eliminated by the times, the Internet is also the only way to empower the entity economy, in order to find a way out.
In this year's two sessions, Ma Huateng's proposal also frequently appeared in the "industrial Internet". He believes that along with the process of digitization, the main battlefield of the mobile Internet, is from the first half of the consumer Internet, to the second half of the industrial Internet direction.
The consumer Internet without industrial Internet6 will only be a castle in the air. Next, Tencent will take root in the consumer Internet and embrace the industrial Internet.
Industrial Internet, as the name suggests, it refers to the traditional industry to leverage big data, cloud computing, artificial intelligence and other technologies to realize the deep integration of traditional industries and the Internet, to enhance internal efficiency and external service capabilities.
In fact, Yao Xin (former founder of PPTV), who turned into an investor from the founder of an Internet company, Hong Mingzhi (former Acer executive and chief strategy officer of Tencent's e-commerce), who transformed from a traditional corporate executive to a connected person, and Peng Jianfeng (one of the drafters of Huawei's Basic Law, and a renowned management scientist), chairman of Huaxia Cornerstone Management Consulting. The term has been raised in droves from a macro perspective as early as 2016.
Yao Xin pointed out that because of computing, interaction and connectivity, there is an opportunity for a more qualitative leap in the future. There is reason to believe that we will usher in a whole new era in the next decade.
The essence of connectivity is the collection of data, with cloud computing processing the data and feeding the results of the data computation back to our real world through interaction.
Therefore, Yao Xin strongly agrees that "data is the future we are opening up" and that the core capabilities of future business opportunities will change.
2. B-side is a broader "blue sea"
Industrial digitization, the object of its services from the c-side to the b-side, which is what we often say, it is the demographic dividend gradually disappeared after the second folding of the Internet, is the extension of consumer digitization in the first half of the Internet and the user base to serve the B-side. B-end.
Compared with the consumer Internet, the volume of the industrial Internet is much larger. This can be seen from the volume of connections and demand for both, the consumer Internet is mainly connected to people and terminals such as PCs and cell phones.
Industrial Internet connection object includes people, equipment, software, factories, products and all kinds of production factors.
From the point of view of the impact on the national economy, the industrial Internet is more significant than the consumer Internet.
From a functional point of view, the consumer Internet mainly helps established products realize more efficient consumption and circulation by connecting consumers. Although it will also have a boosting effect on the production chain, overall, the impact remains indirect and limited.
In contrast, the impact of the industrial Internet on production is more direct and more obvious.
Borrowing the power of the Internet and applying technologies such as big data, cloud computing and artificial intelligence, traditional enterprises can better meet consumer demand for products, organize production more efficiently, and realize the circulation and sale of products more quickly, optimizing the organizational structure and improving the efficiency of production as a whole.
In fact, in recent years, every industry has been secretly changing its mode of operation under the drive of digitalization.
According to third-party authoritative data, by 2020, about 60% or more of Chinese enterprises will view digital transformation as a top priority or top task.
The huge dividend of nearly 30 million enterprises will surely become a place of war. If To C has become a "red sea", then the industrial Internet in the B field is a broader "blue sea".
Manufacturing, medical, transportation, are the industrial digitalization of the power point, legal, financial, office OA, accounting, business manufacturing process management, etc., are in the power of digitalization, become more efficient, accurate, convenient.
The future is an era in which the real economy and the virtual economy realize an equal dialogue and a high degree of integration through digitization, as well as an era in which consumer demand pulls the entire manufacturing demand operation.
From the consumer Internet to the industrial Internet, it is from the era of human connection to the era of Internet of everything.
The economy of the future is a platform and ecology that involves N B. 2C involves the delivery of complex services involving N B in order to provide a leap in value. "In the future, as a king, must be a direct provider of 2C services, they are data service providers." Lakeside University Zeng Ming said. The future of 2B play is completely different from the original, is to 2C as a guiding principle.
Zeng Ming said, the future of purely 2B companies do not have much space, and even more extreme to say, China's SaaS (Note: SaaS is Software-as-a-Service (software as a service) for short) will not have too much development, but should be similar to the S2B2C way to do.
What is S2B2C?
Zeng Ming explains: S refers to the big suppliers, B refers to the channel, C refers to the end consumer. s2B2C model at the core of the S and small b to **** the same to serve the c. s and the many small b is a close partnership, rather than the traditional B2B of a simple business relationship, or the management of the relationship of B2C.
For example, the big search car, at first it is from the shallowest SAAS cut, through the SaaS is Software-as-a-Service (Software as a Service) abbreviation) digitization of the automobile circulation industry. Then start doing co-branding with B. With the brand, there is a commitment to service, and then S2BC is made thicker.
Zeng Ming said that the complexity network is characterized by the need to provide heterogeneous connections, bringing about the collapse of homogeneous nodes and the emergence of heterogeneous nodes.
S2B2C is an innovative business model that can bring much greater value innovation than traditional models and is certainly more complex than traditional B2B or B2C. But thanks to advances in Internet technology, there is a basis for this complex model to actually work.
The significance of S2B2C is that it is the first breakthrough and innovative business model in the era of smart business, with the potential to realize network collaboration and data intelligence, and with huge development potential.
S2B2C model, on the one hand, is further centered on C, because small b needs to realize real-time interaction with c to show its value.
At the same time, through the continuous development of the S platform, is actually the original linear supply chain in the different parts of the reconfiguration, the formation of an upstream synergistic network, so on top of this foundation there is the possibility of evolving the next step more innovative C2B model.
In response, Fu Sheng, CEO of Cheetah Mobile and founder of Purple Cow Fund, gave back based on his own 2B experience. He recognizes Professor Zeng Ming's point of view on the business model and management model of 2B.
Because the essence of the Internet is that everything is user-centered. It is also because everything is user-centered that such behemoths as Ali and Tencent were born.
He Xiao, expert product manager of Tencent and head of the product operations group of Tencent's enterprise IT department, recently shared three major C-suite product thinking in the live broadcast:
1. Connection thinking
Connection thinking is a key element of the rapid development of the early Internet products. We know that a product, with the increasing number of users, users and users generate stickiness.
Platforms, with the increase in user stickiness, will promote the generation of content. The generation of content will attract more users, to realize a virtuous cycle, so that the platform will continue to grow.
This kind of to c thinking still has a role to play in to b nowadays. We can use a product that used to account for only one problem in a project's program, and then see the customer's challenges in a longer chain.
In the whole chain, Tencent's products can connect users, eco-partners, management operations and manufacturing that used to be dispersed in the chain, and that's when a new chemical reaction occurs.
What exactly is connected and how? Two aspects:
a. What are the target potential users, what platforms do they spend their time on, what kind of occupations are they engaged in, what are their interests, what changes are occurring, and what are the trends in the economy and culture behind them, all these user characteristics, economic characteristics, and social characteristics will give feedback, which will help enterprises make appropriate choices.
b. Our digital eco-partners, what is their current level of digitization, what data have they accumulated on their digital platforms, and which of these data can be used for our benefit, and which can be cooperated with for mutual benefit and complementary advantages, all of which are our capital for connection.
The internal production process and marketing process of the enterprise can enable our digital methodology, thinking and concepts to realize the unity of the top and bottom, and the internal and external unity through the connectivity within the enterprise. We can form a wide range of connections with the ecology, so that the services we provide to the users will be more effective, and the users will be more attractive.
Taking the Guangdong digital government as an example, it is using the connection thinking to get users:
If you have used the small program "Guangdong provincial affairs", you will find that the digital government provides an unprecedented collection of government services on this small program.
Users only need to complete a simple face recognition authentication, you can bind their more than 30 kinds of electronic license, on which to use hundreds of government services. And there's no need to have to go to the government in person for everything, as usual.
For example, an elderly person, just need to blink at the screen at home, you can get subsidies provided by the government. This greatly improves the efficiency of the government while also greatly improving people's happiness.
Behind this is the specific application of the connection thinking, through the connection, the user from WeChat, small program end, the government through the system end, the partners through the past scattered application system all connected, through the data, integrated services, and finally realize the enhancement of the value of the user and the development of the whole business.
2. Middle-stage thinking
Connection is only a superficial phenomenon, and there is an invisible technical platform construction behind.
In the construction of the technology platform, it is necessary to introduce the center stage thinking. On the one hand, it helps the organization to change, and on the other hand, it also helps the technology platform to be upgraded.
In terms of organizational change, you can learn from how Internet companies are organized to build.
Taking Tencent as an example, a large part of Tencent's organizational structure is to provide public **** platform support, operating Asia's largest network, server room and massive storage, etc., to ensure that all-round user privacy and security.
The platform has public **** user data, portrait, provided to different users in different products **** enjoy the use, incubated a lot of products for users to use. To achieve the effect of thousands of people, to provide users with a better experience.
This shows that the upper level of the flat small team organization is dependent on the middle and lower level of the public **** organization support, only these organizations built up, the next technology system will follow.
Through organizational change, the corporate strategy into a **** enjoyment of resource pools, the grassroots into various flexible front-end. Then, the business diffusion will be more responsive to the market.
What does the middle office of Guangzhou's digital government look like?
Before answering this question, let's look at what organizational changes the Guangzhou Digital Government has made.
In the past, the government's information technology construction model was very similar, with each department having its own information center. They built their own information systems to provide services to the people.
After the reform of Guangdong's digital government mechanism, a unified government service data management bureau was set up to provide unified assessment and planning for each department's informatization needs.
At the same time, the Unified Digital Guangdong Company was set up to take over the entire responsibility of construction and operation, and the whole system was designed around the separation of responsibilities for management and operation.
And information technology companies that used to be scattered in various fields will work together with Digital Guangdong to complete the entire planning and design of the Government Services Data Authority.
In this process, because of the unified planning and construction, then the information that used to be scattered in various fields will be connected together like never before. The whole data gets ****ed up, the systems get connected, and the user experience gets integrated.
3. Data Thinking
If you compare the to c thinking to a person, the basic physiological basis of the person is that there is a nerve in the drive, the brain is able to quickly collect feedback from all over the body, and then control the whole body, which is the connection thinking.
The center stage thinking is more about precipitating the past educational and social experiences into the ideas and thoughts of people.
Past educational and social experiences can help us face the ever-changing challenges, and in the process, we also need to keep learning, and learning is data thinking.
Data-driven operations, operations is to turn a business from small to large, from weak to strong, and in this process, data will become very important. Connected thinking connects many systems, and data thinking re-captures and unifies those systems.
How can data operations break the mold?
In terms of users, there is a large amount of consumption data, user profiles, browsing data, etc. In terms of business, there is business sales data, word-of-mouth communication data, activity promotion data, in terms of the whole society, there is macro-economic data, media hotspot data, and in terms of partners, there is channel source data, channel operation data, competitor data.
When these data intersect with each other, we will find out which aspects of staff efficiency can be improved, which aspects of partners can be strengthened, and which needs of users still need to be fulfilled, which will lead to the discovery of new opportunity points.
Data-driven is the foundation of the smart industry.
Taking smart retail as an example:
Smart retail is a digitization-driven process of decision-making upgrade and operation upgrade. We know that Tencent has been y cultivated in the retail industry for many years, and can already give users some good drive in site selection, store layout, and marketing coordination.
Then, how to let the c-end users earlier and more timely understanding of the enterprise's positioning, strategy and advantages, to attract users over and form a conversion?
This requires a full data portrait of the user's entire lifecycle, a portrait of the store's operations, which in turn guides back-end manufacturing. Through the operation upgrade, in the store this scene, it can realize the store sales and back-end manufacturing to exchange receipts, online and offline **** the same linkage.
At the same time, it is also possible to share these data with the entire industrial chain, thus realizing data-based industrial upgrading.
Of course, these thoughts are not all of the To c thinking, or that these thoughts are suitable for the operation of all To B projects. Rather, a holistic, connected perspective can be taken in To B projects to help To B find a breakthrough point. Both software companies, integrators and eco-partners will get a fresh understanding, which will lead to the discovery of new opportunities for user and revenue growth.
There is a lot of room for imagination in the next 30 years, but don't use the past mindset to deal with the challenges of the future; doing business will face more challenges than in the past. As Zeng Ming said, the next 2C-style 2B, need a little to try.