Internet: Post-mouse and cement era

Since the beginning of the year, the "Fire" thing has been a little more than the number of people, practitioners, bystanders are involved in one after another exposure show. From the beginning of the IPO network Sheng Industry's extensive attention to the site, as well as the occasional increase in the heat of the video, Tom Online privatization, and Alibaba "suddenly" to go public, so that a few days ago Ali mother turned out, "Baidu whispered" is said to be born, and now fashionable Twitter, And on the Internet by the IT writers repeatedly said, come and go, are two or three of the industry in several easy to achieve virtualization operations in the Internet toss.

In fact, since the Internet into China, the tertiary industry in advance in secondary won the favor of the Internet. First of all, information services and leisure entertainment occupy the end of the first wave of internet, such as Sina, Sohu and other integrated portals and Tom, Friends of the century, well-informed, aerial network such as the SP is born in this context, followed by the tourism "Amoy" out of the listed company Ctrip, the birth of the online tourism such a new industry, and let " Mouse + cement "to become a popular keyword, and" The Internet to activate the traditional industry synonymous with the identity of the industry as a household name.

In fact there was no such a notion before, "mouse + cement" the most tangible embodiment of the second industry, although there is no tertiary services and leisure entertainment so peak, but also not lonely, the network Sheng's China Chemical Network has been profitable, hardware, mechanical and electrical, chemical, plastics, clothing and other industries and the Internet "marriage" Although can not say very happy, but also can good "live". Even if the whole industry knows Ctrip and sees it as an example of the combination of the Internet and traditional industries, even if the "mouse + cement" repeatedly in the newspapers and the network, by the writers over and over the interpretation and reference, and from time and again from the industry, the combination of traditional industry and the internet has not been "live" mixed VIP's honorable Life ". More time, or "membership fee + advertising" this very simple, but very real model has become a lot of Web sites, "life-saving Straw", and "Mouse + cement" played mostly an awkward "conceptual" role.

Especially in the flourishing of the Internet, poverty still exists in a large amount, not only in the above secondary, but also in the first industry, which is embodied in agriculture.

According to statistics, experience 1998, 1999 and 2003 entrepreneurial peak, the current domestic industry site has more than 3,000, the profit model for "Advertising + membership fees." Among them, the large scale of about 10%, mainly distributed in the chemical industry, clothing, hardware and other industries, annual sales in tens of millions of yuan level, the remaining 90% of the annual sales scale of 3 million-5 million yuan. The total service income of 2006 has exceeded 10 billion yuan, the employee reaches 120,000. In fact, about 90% of the industry's web sites are struggling in the mire of losses.

At the same time, as China's big industry, agriculture has been difficult to attract the internet, although there have been no less than the second to third industry of marriage, but can bear fruit is hard to find. According to statistics, nearly 6000 of the country's agricultural web sites, of which the profit is almost zero, including the agricultural group under the big North Agriculture network, such as the leading-edge benchmarking.

Thinking command action, when an embarrassment can not be due to some kind of guiding thinking of the change, means that its suffering from the cold, the inevitable arrival of the "Mouse + cement" also difficult to escape this, this formulation has been difficult to arouse people's interest. Ctrip and the net Shing these two paths do not seem to be the internet to activate the traditional industry, "business redemption."

In fact, whether it is the traditional industry to seek the internet opportunities, or the Internet in the traditional industry to explore the development of space, in the country has been a dozen years of development, although rare fruits, but the nuggets are still enthusiastic, and the number of small and medium-sized enterprises to 4200多万家, It is no wonder that practitioners and bystanders have come to the conclusion that the combination of the Internet and the traditional industries is a trend and a reality, as the number of Internet players has exceeded 160 million and sustained growth.

But the optimistic thing, to achieve a "good" this step, always have a certain distance. The internet has entered two or three industries, apart from information, entertainment, interaction through the virtual platform can be a good implementation of the application, most of the industry is still the most needed offline services, the entire system will include platform and network marketing, market research, competitive intelligence, as well as service process tracking, impact assessment, and even related to logistics, customs, Tax and many other links, and these increased links in the "membership fee + advertising" as a profit path of the era is not involved.

In fact, we can see that in the process of combining with traditional industries, as well as the growing sophistication of both netizens and service providers, the Nuggets in the Internet industry have become more pragmatic in products, services, customers, channels, and communications, and the combination of pure virtualization products, services and processes has never been more intense, has Ninghuicong it division general manager and founder of DM direct Mail field well-known brand Purcell advertising, is seeking the law of Beijing Company general manager of Mr. Wu Keming to this business model has a classic image of the summary, that is "online portal, offline services." The interpretation of this statement is linked to this wave of the Internet, on the one hand, to occasion the Internet enterprises, the general will establish a window or platform, this window or large or small, it may be called "Portal", through this portal to the outside dissemination of products and services, customer groups to provide value-added information, At the same time, relying on the portal to provide customers with service requirements, product purchase channels, collecting and mining visitors and customer data and needs, and personalized services for users are more from the offline channel to provide, such as customer service, channels, pre-sales, sale, after-sale, customer value Mining, At the same time, by virtue of the power of the Internet to optimize the process and efficiency of offline services.

At the same time, I think that most of the Web site we have established the network platform is enough to use, more is not to do enough products and services. The user is the consumer, he does not care about your traffic, he favors is you can provide for him the service as well as can bring to him the benefit. How the desired benefits are realized, not just how far the "online portal" is built, it also depends not only on the type of service and the alignment with the customer business, but also on whether the service properly adopts the "virtualization" and "networked" strategy to save the cost of offline services, improve service efficiency and quality , and through this approach to promote the potential for both supply and demand transactions. For example, the author of "Online portal services" mentioned above Wu Keming it founded the first domestic companies to provide legal outsourcing and lawyers commissioned services to seek law companies, and built a cross legal, management and financial portal to find the law, which is a "commodity" as a trade platform. In the course of the transaction, the supplier is a law firm joined by all over the world, and the demand side is the enterprise and individual customers who have legal service demand. In the course of the entire legal service, the law-seeking company itself is only a go-between and a third party supervisor and does not itself participate in the execution of specific operations. As you can see from this business model, the strategy adopted by the law is no matter: relying on "online portal", one end to join the law firm to provide market research, brand promotion, channel and customer case source sharing a full set of services, from each case to charge a certain commission, while the other end of the enterprise and individual customers, On the basis of demand analysis to help customers Select, recommend the appropriate law firm, and the firm's service process to track, to return to the service effect and evaluation.

Of course, a major reason for providing such third-party services is that professional areas such as legal services are relatively low in operating costs and do not involve issues such as logistics. and involved in the logistics industry E-commerce site if you still want to open a shop for users, hair supply and demand, relying on members to make some money, making the flow to earn some advertising fees, it is better to devote more attention to how to do "offline service" this piece. If it is not possible to go down in the traditional area of E-commerce, you may wish to jump out of the industry and look at the areas of professional services such as human resources, law, management and finance, auditing, or expand to a wider range of industries in tertiary industries, perhaps finding opportunities that have not been noticed before but worth daring to

After all, when it comes to offline services, its cost is not virtualized operating comparable, this is also a number of industry sites have encountered bottlenecks.