2011 is known as the first year of group buying, Internet entrepreneurs are fast and fearless running; In 2012, vertical e-commerce was hot, and the industry moved toward segmentation; 2013 was the first year of Internet finance, and people’s demand for financial services exploded. 2014 is the first year of O2O, the integration of online and offline. 2015 is the first year of the sharing economy, and people’s stock assets have new uses. Artificial intelligence is hot in 2016, and industries are upgrading; 2017 can be called the first year of Yan Selection mode, with the rise of a large number of boutique e-commerce.
Behind these phenomena, as Huang Renyu in “Wanli fifteen years” to convey the sense of fate, that year, a lot of details of the move, have stirred the future of the Internet arena waves. From the wave and growth of mobile Internet in the past seven years, we may be able to peek into the future meaning of social and economic development.
First, group purchase year: words don’t say much, see gold rob
Soon, in an era where even thinking is eager for quick results and instant benefits, group-buying ads are everywhere. This is the story that the Internet brought to people in 2011.
In the era of the rise of the Internet, the first fatal defect exposed is the disordered competition of low threshold. In the early stage of China’s group buying market, the threshold to set up a group buying website was not high. A college student could set up a group buying website by downloading a template as long as he got some special commodities and negotiated with some merchants.
In this low threshold, in order to seize the share, group buying websites have to vigorously subsidize offline merchants and spend money on advertising to spread the market reputation. Thus, in this year, we see “Group buying on XX website!” The same slogan is used in every corner of the city. But don’t forget that this is an era of quick success and instant benefits. Before finding the business logic for mass production, everyone rushed to “work fast”, and every tuyere became a bubble. As a result, it is not uncommon for business staff and project managers to share the subsidies, and commercial disputes ensue.
Under the influence of “low threshold, high investment, light internal work, difficult supervision” and other intractable diseases, a large number of group buying websites have become a flash in the pan, from “thousands of teams war” to “batch disappearance”, only six to eight months. Group-buying industry rapidly into the capital in the second half of 2011 winter, media also turn the camera, a lot of attention group-buying credit woes began and the problem of “zombie group-buying station” group-buying reshuffle period beginning to set in, but this does not mean that the group-buying die quickly, just as fast) each capital was touted the “discourse”, can’t get rid of the rule of “one will become famous than bone rot”. Many platforms died, and those left began to carry out differentiated competition and go into market segments. The group buying industry also increased from the original single independent group buying website to the group buying channel in the e-commerce website and even the composite group buying trading platform.
Two, vertical e-commerce hot first year: rob the method is wrong, some or fake gold
In 2012, the Internet is a vertical subdivision of e-commerce bureau, but the bureau of life and death. Jingdong taobao has formed two traffic black hole, is overwhelming to plunder electricity online dividend, and offline retailer suning, gome is imitation as power line as big dream wake up early, then realize more vertical industry service can improve the user experience of vertical electric business entrepreneurs, many of them out of pit dad “e-commerce” words of despair, Yao Point 100 went bankrupt, jiapin clear redundancy information, famous discount network to cancel the sale of any goods, even dangdang, vancl, Leifeng, yougou network and other well-known vertical e-commerce has no choice but to seek cooperation with the platform e-commerce.
Side of B2C online shopping market appeared again and again surprising volume outbreak, on the other side of most e-commerce companies have little profit in the burning money, this contradiction phenomena are enough to explain why it is so difficult to do the vertical electric chamber of commerce, the market environment, the user personalized demand has not yet been released, ordinary standard is enough to meet the needs of ordinary users, Moreover, in this year, the “price competition” of large platforms such as Suning Shopping, Jingdong Mall, Amazon and Tmall was in a fierce battle. Vertical e-commerce companies were unable to withstand the tsunami-like conquest of cities. In the end, the imagined small and beautiful e-commerce companies became victims behind the rapid expansion of large platforms.
In essence, however, the Internet is full of uncertainty. In the end, the success of e-commerce depends on whether consumers approve of it, whether the business model is healthy and sustainable, whether it is big and complete or small and beautiful. In 2017, the pattern is already different. Netease Yanxuan catches consumers’ attention with the advantage of quality goods at affordable price, and grows into the third mode in the field of e-commerce, and drives 2017 to become the year of Yanxuan mode. Of course, this is another story. In 2012, Taobao and Jingdong won the world by means of price war, but at the same time, it also caused the chaos of fake and shoddy products in the e-commerce system.
The first year of Internet finance: The age of chaos, the management of gold is very urgent
In the e-commerce war of 2012, the daily transaction amount of Alipay exceeded 4.5 billion yuan, and the daily transaction volume exceeded 18 million, reaching 33.69 million at its peak. The numbers not only make banks shudder, but they also show the scale of the consumer sector, and it seems logical that finance will become the focus of contention in 2013.
It should be noted that in 2013, the economic background of the whole world was globalization, opening up and economic virtualization. During this period, finance and real money began to be decoupled, and the financial demand expanded sharply, especially the demand for personal financial services exploded. At this time, the emergence of Internet financial products represented by Yu ‘ebao makes the customer base covered by financial services really sink to those ordinary families that are widespread but neglected for a long time. That is to say, in this year, the Internet has penetrated into the blood of traditional finance in the form of e-commerce.
However, at that time, most Of China’s Internet financial products were based on the Model of the United States. For example, Yu ‘ebao “cloned” money market fund account developed by PayPal, an American third-party payment tool, while the concept of P2P, an online lending platform, originated in Britain and the United States. Leading players are Lending Club in the US and Zopa in the UK, so this wave of activity cannot yet be called overtaking on a curve. On the positive side, the emergence of Internet finance has brought the democratization and popularization of finance to China, and also made traditional finance start to consider the industrial transformation guided by Internet technology. However, there is no denying that fast and poor quality is still the name of the Internet in this year, P2P financing, third-party payment, Internet financial products, crowdfunding and other modes are chaotic and need to be regulated by means of regulation.
Four, O2O first year: to earn their own gold is not long, we can win together
Due to the current situation, when Internet finance and e-commerce have established the primary scenario of consumption, some consumption has become the face, and some mode has become the lining, and 020 is one of them. After several years of development of e-commerce, the online mode is disordered and divided, while offline enterprises live more and more difficult, so the call for the integration of online and offline industrial economy into the Internet appeared. 2014 was a turbulent period for online and offline enterprises to cry for transformation, and O2O became a common life-saving straw.
So electric merchants picked up 020 model, jingdong do “big data + products + services” O2O mode, Su Ningyun traders go “stores to business circle + double of O2O mode, retail wanda take” offline store + fly all electricity “O2O model go down, suitable abundant logistics began to preempt the offline market aggressively, with 30000 outlets” enclosure “plan, etc. Under the leadership of giants, integrated social consumption forms have the connotation of the scene, but also began to fuse, fission.
This year, the Internet seems to be a little heavier. As the second “O” of O2O, namely, offline service quality, is more and more valued, many enterprises are trying to find the best entrance to consumers’ life circle, naturally enter consumers’ consumption behavior scenes, and use these consumption scenes to achieve accurate marketing. Things like “Call a Duck” Satisfy all your Duck fantasies! It doesn’t matter where you go. The important thing is… Go! “and so on are famous marketing cases in 2014. Therefore, it can be said that Internet technology provides new reference and thinking for marketing means under the guidance of in-depth cultivation scenarios.
Five, the first year of sharing economy: more people have gold, find ways to play together
After the growth of the Internet in the past few years, the role of supply and demand in China’s economy has quietly changed.
First of all, whenever a new business model emerges, it must be accompanied by social needs, and this is never an exception in any year. A data contrary to buy a house, buy a house is hot today, the National Bureau of Statistics in 2015’s, according to data in China, nearly 50 million sets of XianZhiFang, from a fact is people have spare resources in society on the rise, they are under the influence of the Internet financial, began to learn to improve the efficiency of the use of stock assets, 2015 marks the first year of the sharing economy.
In 2015, more than 30 sharing economy enterprises and modes emerged in China, including space sharing, cognitive earnings sharing, channel sharing and multi-party sharing. From this you can see, several patterns and sharing economy is a kind of based on demand or supply instant Internet opportunity, over the years Shared basket is heavy, but there is quite a utopia of the word “sharing” is somewhat light, the part of the model and the product is just take the lift of Shared economy, require high experience pain points are highlighted. If sharing economy wants to develop continuously, it must carry out channel sinking and express the value more deeply.
Six, artificial intelligence prevalence year: play gold, gameplay to senior
History has always made room for those who venture into it, and that is a phrase that could not be more apt in 2016. It’s been a year when the big guys can’t make products without some intelligence.
A total of $8.9 billion has been raised by 1,485 AI companies worldwide, with the craziest bets being made by Internet giants, Overseas, Apple acquired artificial intelligence startup Emotient, eBay announced its acquisition of Expertmaker, Intel, Microsoft, Google, Amazon and others have also acquired some startups. In China, Baidu ALL INN AI has launched solutions such as Baidu Brain, Baidu Medical Brain and Tianzhiyun Computing. Ali has made outstanding achievements in marketing such as face recognition and voice recognition. Netease, 360 and IFLYTEK are ALL looking at artificial intelligence. For example, netease also launched netease Qiyu, a fully intelligent customer service system, and netease Yidun, an artificial intelligence anti-garbage cloud service, indicating that the artificial tide has become irreversible
But no matter how many stories, as long as the scene did not fall to the ground, the pattern still has the opportunity to change. As can be seen from the promotion of the festival, artificial intelligence only provides these e-commerce platforms with more marketing means to reach users deeply. There is still a great information asymmetry between producers and consumers, and the market and demand are disconnected, and consumers’ demand for “buying well” has not been well satisfied.
Seven, yan Xuan mode first year: The Times selected, is to use gold in practice
The most obvious feeling in 2017 is that the lines between advertising/content/product/transaction are blurring, but one concept is becoming clearer: quality.
After the traditional e-commerce pattern is divided by Taobao and JINGdong, the remaining platforms can only survive along the thigh. No one would have thought that Ding Lei could cut into the lifeblood of the new e-commerce economy and create a “Yan Xuan mode”, which led to the rise and emergence of a group of “Yan Xuan mode” new e-commerce including Mijia Youpin, Taobao Xinxuan and Necessity.
Previously, if you wanted to buy a complete set of quality household goods online, the choice was very tedious. Four-piece sets, towels, slippers, etc., choose styles, compare prices, now, in a boutique e-commerce you can one-stop solution. Since 2017, a group of selective e-commerce led by large Internet companies, represented by “Netease Yanxuan”, “Youping” under Xiaomi and “Taobao Xinxuan”, are opening up a third e-commerce path besides Ali and JINGdong. This also makes all walks of life set off the upsurge of quality positioning, many start-up companies also follow the “strict selection mode” in doing.
On the one hand, China’s consumer groups are undergoing an evolution, with the rise of the middle class and new consumption concepts. Unlike New retail, new retail discusses different forms and scenarios of retail. New consumption focuses on the change of consumer’s consumption concept and consumption behavior. Before we pursue how to buy, now we pursue how to buy better, more taste, this phenomenon is “new consumption”. Therefore, seizing the market demand, quality-oriented platform is undoubtedly able to be affirmed and has a broad future.
On the other hand, 2017 coincides with the transformation and upgrading of China’s manufacturing industry. In the traditional supply chain, manufacturers have been in a weak position and at the bottom of the “smile curve” for a long time. At this time, Netease Yan Xuan and other direct factory mode, short supply link to provide preferential business policies, indeed broke the traditional supply chain procurement rules, but also found a transformation strategy to make the excellent Chinese manufacturing industry serve the Chinese people first.
Of course, in the business form that pays more attention to quality, to seize the opportunity of new consumption, it is necessary to go deep into the upstream of the industrial chain, which also leads to the inevitable heavy business model. For many years, Chinese Internet companies have been making money by the logic of traffic realization. The way netease Yan Xuan and Xiaomi make money is actually participating in product quality control and manufacturing, which has a lot of enlightenment for the Internet.
Zhang Ying, founding managing partner of Matrix & Wav China, recently made an internal share, in which she said, “Traffic is becoming more and more expensive today. From incremental market to stock market, we need to extend the life cycle of users, more fully explore the value of individual users, and participate in the whole process of the industry to create a closed loop. It’s not just ToC, but other industries as well. Investors now recognize that, so let’s start now, today.”
In the Little Prince, if you want to build a ship, don’t gather people together to gather wood, assign work and give orders. Teach them to dream of the vast sea. The pattern of the Internet is like this ship, but not many people know far away. From the development of 2011 to 2017, the Internet has slowly changed from light to heavy, and gradually returned to the essence of business, and promote the social economy to pay more attention to quality, relatively extensive development more lean distance, so that to the extreme can get the opportunity of The Times.
Liu Kuang, meditation on the Internet, wechat official account: Liukuang110