2013 changes that will occur

The so-called information revolution may have just begun. Today, we are going through a phase of large-scale business gene recombination and mutation, and future businesses and businesses will become very different.

At the end of 2012, there were two successive, irrelevant news, but the same message was released.

First, Citigroup announced that it would make a 11,000-person redundancy plan around the world, accounting for about 4% of its total number of employees, to help save up to $1.1 billion trillion in annual spending. According to relevant information, the savings of 35% of the expenditure and most of the layoffs will come from the grassroots outlets and consumer credit sector. "We have identified areas and products that do not yield meaningful returns in the group's size," Michael Caubert, chief executive, said in a Wednesday statement. We will further improve operational efficiency by cutting excess capacity and spending. ”

Another news is that Oriental Airlines announced that China Merchants Bank, China Unicom signed the cooperation agreement between the different industries Alliance, will rely on information construction to achieve banking, communications and aviation three services platform docking of a new mode of cooperation, in physical networks and network channel cooperation, integration of marketing resources, VIP customer service sharing, open up barriers between the various industries , the formation of an autonomous growth of the ecological community, to provide customers with one-stop banking, communications, aviation services. These 3 companies are giants in their respective industries and have huge customer groups, products and channel resources. By the end of October 2012, China Merchants Bank's "one card" accumulated more than 64 million cards, credit card issuance volume of more than 43 million, unicom all kinds of users more than 380 million households, China Eastern Airlines passenger traffic is listed in the world's top 5.

These two news together, can penetrate the information to: the traditional mode of operation met the bottleneck of development, to Citigroup's size and brand, can not support grassroots outlets and Consumer credit department to bring full returns. If Citi's layoffs represent the plight of traditional businesses, then the cooperation between China Eastern Airlines, China Merchants Bank and China Unicom shows that the traditional business is also thinking about finding new development ideas------------------------------------------- We hope to discover more business opportunities and improve the customer's service experience based on a wider range of data sharing and analysis.

In fact, we all know that all these changes are due to the Internet. The development of the Internet, from the transmission of information to later Social entertainment, finally developed to today is enough to affect the behavior of customers, shake the traditional business model. Its impact on traditional business, mainly reflected in two aspects:

1. Changes in customer behavior habits and thinking habits. In a sense, we are experiencing one of the biggest migrations in history-from the real world to the virtual world. According to the latest 2012 Internet Trends report by Kleiner partner Mary Mik, the US venture capital company, the global Internet population is 2.4 billion and still keeps growing at 8% a year, which means that there is a lot of time, attention and money in the real world that are constantly shifting to the Internet, This not only has a direct impact on the traditional business, but also means that in this vast virtual world, do not know what new things will appear.

In this new continent, because of the removal of many real world time and space constraints, many users of behavior and thinking have changed a lot. For example, because the cost of switching is very low, customer loyalty to the brand in a significant decline, replaced by the pursuit of experience and personality.

2. The natural boundaries of some industries are collapsing. The internet has largely reconstructed film, retail, newspaper, record, postal, bookstore and mobile industries, and the financial industry is becoming a focal point in the coming years, and its internet has come close to a qualitative change. Citi's job cuts remain only the tip of the iceberg, with global financial services, including banks, insurance and asset managers, shedding nearly 200,000 in 2011, Bloomberg reported. Because the development of the Internet, almost destroyed the financial industry for hundreds of years to rely on the development of the foundation-in the asymmetric information environment, information and resources to grasp.

Xie, deputy general manager of CIC, wrote in a widely watched article: "In the Internet financial model, information processing has 3 components: first, the social network generates and disseminates information, especially the information that the individuals and institutions are not obligated to disclose; second, the search engine's organization, sorting and retrieval of information can alleviate the problem of information overload, Targeted to meet the information needs, the third is the cloud computing security information high-speed processing capacity. The overall effect is that, under the protection of cloud computing, both sides of the money supply and demand information through social networks to reveal and disseminate, by the search Engine organization and standardization, and eventually form a continuous, dynamic change of information sequence. The risk pricing or dynamic default probability of any fund demand person (institution) is likely to be given, and the cost is extremely low. Thus, the information base of financial transactions (sufficient conditions) is satisfied. "In this mode, the traditional financial industry to find their own positioning and value, it becomes a crucial strategic problem, and even survival problems."

Now, a growing number of internet companies are or are preparing to enter the financial sector, including Google, which has access to search information, Amazon and Ali, which has a lot of trading information, and Facebook, which has a huge social network. These internet companies hold customers, information, technology, and, more frightening, they know how to provide a better experience. A simple example is that, before Alipay launched a fast payment, the customer through the bank net to pay the average need to jump 7 pages, so the success rate of payment is only about 60%, and in Alipay launched fast payment, the success rate of more than 90%. Therefore, the fast payment in the launch of two years, has exceeded the net bank to become the account balance payments outside the use of the highest frequency of payment methods (according to the data of Iris Consulting). And behind this, the entire payment chain has bypassed the commercial bank's net silver.

The Internet of traditional commerce is not simply to move the business to the Internet, but to use the Internet, especially social networks, mobile Internet and other new technologies, to acquire new customers, develop new services, open new frontiers. For example, nearly 50% of personal customers in ICBC use personal online Banking, nearly 70% of their clients use corporate online banking, and ICBC has more than 90,000 self-service facilities such as ATM, 600,000 POS machines and 14,000 self-service banks, through these electronic channels to handle annual business volume of more than 30 billion, turnover of more than 250 trillion yuan, equivalent to nearly 20,000 physical network of services. But is this the internet? Clearly not enough, the biggest problem is how to constantly break their old ideas frame and carrin. In other words, the most important thing for a traditional business to survive in this round of upheaval is to reinvent itself and develop new genes to adapt to Internet commerce.

and to complete the transformation of the gene, no outside of their own gene mutation and external grafting cooperation. So, we can see some companies in their own transformation, such as Nike after the successful launch of Nike, and continue to launch the NikeFuel band Bracelet. At FuelBand's press conference, Nike CEO Parker excitedly said that Nike could "connect the physical world of sport to the virtual community" and that it was helping Nike transform itself from a product-only company into a company that provided products and experiences.

And more companies began to work with other partners, hoping to develop their own new competitiveness through genetic recombination with different companies. In addition to the previously mentioned cooperation between China Eastern Airlines, CMB and Unicom, the group's planned "Three Horses" (Ma, Ma Yun and Horse), a joint venture insurance company in Shanghai, have also aroused widespread concern. And before, such cross-sectoral cooperation has been many, including in the field of color TV Konka and CNTV China Network television and UnionPay cooperation, TCL and Tencent cooperation, are grafting projects.

As you can imagine, we are going through a phase of large-scale business gene recombination and mutation, and future businesses and businesses will be unrecognizable. In the 2013, some areas of change are about to take place. The editors of the business value magazine predicted 12 changes that were about to happen.

Demographic factors accelerate the impact of technology business

Wang Wei | wen

In the past 2012, the continued decline in the demographic dividend and persistent labor shortages have made China's manufacturing industry feel a chill. In the 2013, demographic changes will also have a deeper impact on more areas of the business world.

In other areas other than manufacturing, the impact of demographic changes on the technology business sector is more interesting: as a huge increase in traditional business societies over the past 30 years, information technology has benefited objectively from demographic dividends in the process of penetrating traditional commerce--in the demographic structure, young people around the age of 20 are more sensitive to new things, They are more likely to act as communicators, practitioners and preachers of new technology, and, at the same time, between 2000 and 2010, it was the Chinese society that was entering adulthood at the birth peak of the 1980 to 1990, and it can be said that over the past 10 years the internet has penetrated deeply into Chinese society, Without the impetus of this generation, a steady stream of young people has brought endless new users to a wide range of Internet products and it hardware, driving the boom in technology business over the past 10 years.

By comparing the new population of China from 1970 to 2008, it is not hard to find that the demographic curve of China in 38 has some connection with the development of Chinese commercial society, especially the technology business in China from scratch. 1970 is the peak of China's new population in the last more than 40 years, with newborn babies reaching 28.01 million and 1970 to 1976, the population continues to decline, but each year the population remains at more than 20 million. After a small trough of 5 years from 1977 to 1981, the population of 1982 was again more than 20 million and reached a peak of 26.21 million in 1990. Since 1991, the rapid decline in our country's birth population, 1992 years after no more than 20 million mark, since 1994 even basically no more than 17 million, 1999 is to the bottom of the 11.5 million, and 3 years of natural disaster at the end of 1961 Close, Almost half of the average between 1970 and 1991, 22 years.

and from the technical business in China's development path, the early 1970s's birth peak to a certain extent to promote the IT entrepreneurial tide in the 1990s, 1982 to 1990, the last 10 years of growth has been promoting the Chinese Internet from a small audience to the process of popularization, Especially 2001 before and after the rise of QQ, 2003 years or so the gradual outbreak of online games, or even 2005 years after the network, happy net of the popular, and this wave of birth peaks are inextricably linked. However, the days of technological commerce, with its demographic dividend on the ground, are gone, and the fact that the Chinese population has continued to decline in 1991 has begun to allow more and more entrepreneurs to think about how to transform past extensive growth and achieve sustainable development through more detailed user research.

For example, online games-whether it is Internet games or mobile Internet games, has always been the most easy to make money "cash cow", but also the past 10 years the most typical benefit from the population dividend industry, but the success of the same, the decline in the number of population has become a general problem of major gaming companies, As Stone Interactive CEO Wu Gang said, "Born 1990 years or so, in recent years began to graduate looking for work, into the pressure phase." In the online game, this group of people will gradually lower, do online games can no longer stare at new users, the next target customer base either up or concentrate. ”

Specific to the impact of demographic changes on technology business mainly focused on the following 3 areas.

The first is the dwindling demographic dividend. As long as the business acumen, grasp the young user group can obtain a large number of new users of the era is gone, for users of the structure of the sociological analysis of the product more and more important, product users no longer show a single significant user characteristics but dispersed into several different groups. Compared with the number of new young users, the 40-year-old mature users and the elderly user group business value highlighted is more worthy of attention.

The second is to spend more time on the product's user experience: the fact that the number of new young users is reduced in absolute numbers makes it crucial to maintain the existing stock of users, which determines that the design of the product is not necessarily a blind pursuit of rejuvenation, but more to the extent that the Internet is not as high as the young, The needs and characteristics of middle-aged and elderly users who have less ability to accept new things.

Third, the marketing strategy needs to face a reality: younger marketing strategy is no longer the golden rule, with the age of 40-year-old group and some of the elderly users of the Internet, marketing strategy should be based on scientific ethnic research and redesign, with a more diversified marketing language to affect the increasingly complex user population.

In fact, the decline in demographic dividend is not a bad thing for technology businesses that are gradually affecting the deep traditional world, especially given the 300 million of new smartphone users and Internet apps that are about to emerge in 2013, with middle-aged and older users gradually completing the Internet from work to life. For example, as the most purchasing power in the entire demographic structure of the middle-aged 40-year-old group, they will increasingly become the depth of smartphone users, the crowd will explode a huge business value. Even the older population, once thought to be insulated from the Internet, in the mobile internet era, there is still great commercial potential, for example, in the smartphone gradually in the context of the whole society, in the light of the cost of the call to carefully consider, the elderly group will be easier to operate Low-cost micro-credit applications such as users, At the same time at the intelligent terminal level, for the elderly characteristics of the design of smartphones will also have a huge market space.

Internet companies listed in the second quarter

Xiayong |

November 21, 2012 more to play YY listed before the parties, investors and industry people are not optimistic about it, "bleeding listing", "doomed to tragedy" speech abound. This pessimistic judgment is largely unrelated to the actual performance of YY, but is caused by the low air pressure hovering over the head of Chinese concept stocks throughout the 2012.

The stock market has been in a slump since the end of 2010 and the first half of 2011. On the one hand, the U.S. economy has led to a large slump in the NYSE and NASDAQ stocks, even if Facebook did not turn around in early 2012, and technology-leading Apple has "fallen off the market capitalisation of a Mobil oil company"; On the other hand, some Chinese companies ' own problems, It has also attracted a group of investment firms to keep shorting. YY before the listing, this situation has not improved.

"We're ready to go public, and it's just a matter of timing," he said. "The CFO of a well-known Internet company told reporters. The company is talking to Wall Street every year and its valuations have shrunk by half in a year, "That's pretty good."

However, YY on the first day of performance is much more than everyone expected, in 10.5 U.S. dollars after the opening up, the final closing 11.31 U.S. dollars, up 7.7%. Although the amount of yy is not large, but as the Chinese internet company "ice-breaking" the first share, it clearly has a symbolic significance.

Meanwhile, the new Oriental, which was shorted by muddy water, also ended its investigation in December 2012, proving itself. In the aftermath of the incident, analysts said: "After a slump, the short space for China stocks is already small." ”

Two positive signs of a new window opening in the US stock market are on the way for many companies that have the ability to go public, but have suffered badly in the past year or two, and they are ready to do so.

China's internet companies will have a second wave of listings in 2013, with 4 companies likely to be the main players. The first is the mobile internet, some companies that have been growing since 2004 and 2005, especially the size of their revenues, are unlikely to make a new round of financing, and will most likely be listed as timing, such as UC, which is the mainstay of mobile browser products, and the network Dragon, which is distributed as the main body of games and mobile channels.

Second, the same refinancing space is very small several big electric dealers, such as van or Beijing east. Because of the delicate situation of the electricity market, once one has opened the listing plan, it will be very likely to trigger a chain reaction, resulting in a number of successive listed companies.

Then the video industry, in the Youku, potato merger, the remaining few listed may only be listed in order to seek a better location and greater development space, such as Baidu's love of Qi art and Sohu has been split rumors of Sohu video. If there are window opportunities, listing is almost their inevitable choice.

The last is some of the areas where the overall plate is small, but in which the company occupies a great advantage, such as Shanda literature, 2013 will be destined to be their bid for the year of listing.

No need to count, when the window opened, the Chinese Internet has nearly 10 companies ready to go. In fact, this is the Chinese Internet in the development of 10 years after the inevitable trend of the continuation of the listing, but was interrupted by the trend. But despite the fallout, it will be strong enough in 2013.

Internet financial break

Sun Tong |

Since Mr. Ma in July 2012, the Network business conference announced the 2013 Ali's 3 business: platform, finance, data began, a storm from the Arrey financial industry began to run through the electric business and traditional banking. The world's concern about internet finance has kicked off.

And before and after two things happened: June 28, 2012, CCB online e-commerce platform "good business", there are business-to-business and two parts of business. As the first Test power of the domestic banking industry, the construction Bank low-key approach to the fierce competition in the electric business industry threw a bomb, and Ma, Yun, Ma composed of "Three horses" will be insurance, electricity business, social networking, financial combination of the way to embrace the internet financial sector.

The war was seen as the 3 events of the 2012 Internet finance, and the confrontation and integration of the Internet and finance have only just begun. As one of the traditional industries changed by the Internet, the financial industry faces the imminent challenge and reconstruction.

Internet finance is a big concept, many concrete models are realized through the path of e-commerce. There are now roughly 4 types of models:

The first is to sell financial products-oriented financial E-commerce, this is the most direct way of expression, that is, vertical operation of the industry products, such as insurance companies through the distribution channels to sell insurance, according to the Ping an auto insurance for the representative of the online sales over 4 billion yuan, equivalent to the domestic top of the scale of the electricity quotient, such as fund companies or financial supermarket After obtaining a licence to break the traditional channel constraints on the internet to sell funds, as many fund companies in the year to open Taobao shop.

The second is to open an independent E-commerce mall platform. With the construction Bank "good business" platform to explore the depth of the electricity business, the bank has also launched the "exchange of shares," BOC branch in Guangdong Province has also tried to do "cloud shopping" platform, ICBC may also be launched in 2013 years similar platform. Compared to similar to the Beijing-east, the cat such as the electric platform, the bank hopes to use their own mall platform to tap customers, with follow-up financial services to increase customer stickiness to the bank.

The third is the mode of financial service based on online small and medium amount loan. The former Ali Financial microfinance, after the Beijing-East supply chain finance, the Amazon Suning also set up a loan company, the pressure of a large bank has to adjust the positioning to break through to financial advantages for more customers to do financial small loans services. At the same time, the emergence of a new Internet financial model represented by a small peer-to-peer credit company, such as the appropriate letter, credit loan, etc., has the possibility of business cooperation and integration with banks and other financial institutions in the future.

Finally comes the innovation from the payment. From Alipay in the "Double 11" the day of huge turnover, to Tencent Tenpay together micro-letter, and then to the CMB issued a "mobile wallet", pay the field of waves higher than a wave. Third-party payments are no longer a bank's tool, but internet companies are running financial into their businesses. In the 3rd quarter of 2012 alone, China's third party internet payment market transaction size has reached 976.4 billion yuan.

Ma, chairman of China Merchants Bank, said publicly: "The payment of Internet third-party payments represented by Alipay has weakened the bank's status as a social payment platform." The form of Internet finance, represented by Facebook, will affect the survival of banks in the future. "For the traditional financial industry, the rapid development of E-commerce in the transaction of the role of the gradual marginalization of the direct participation of the lower." And its internet, it is not simply to move the business to the Internet, instead, it is a crucial period of time for the financial sector to explore new technologies such as social networks, cloud computing and mobile Internet, to acquire new customers, to develop new services, and to open new frontiers.

O2O reversal

Xin Jianjun |

Before, we talk about O2O, more in the line to the line of business opportunities, attention is the accumulation and explosion of online traffic. With the user to make the merchant, this is the business logic of that time, but also the advantage of the Internet people.

But O2O development so far, "first to do the user, then do the revenue" thinking is facing the reality of difficulties, profitability (at least to establish a clear business model) becomes a top priority. O2O's "Lost semicircle"-offline and offline-will usher in substantial progress in 2013.

O2O Enterprises from the "User scale" dream awakened, revenue pressure is the most important reason. They realize that the installed capacity is not equal to the number of users, the high installed capacity does not necessarily bring high income.

O2O Business has a special place. Offline merchants want the marketing effect to be timely and visible, to guide the actual consumption behavior, so they are more inclined to pay by the effect, rather than only in the display of marketing. Therefore, O2O enterprises if only with the help of flow exchange, software pre-installed "Circle users", and lack of adequate and convenient, high-quality service, the user's desire to use software will not be too high, the willingness to pay the merchant will not be too strong.

The ultimate goal of O2O is to accelerate the two-way flow of information between users and merchants to help users make consumer decisions better and faster. The user scale and the merchant information database are both ends of the O2O, and the two must develop harmoniously. The former is relatively easy to achieve, thus o2o the promotion of enterprise service quality, the core of the next stage is the exploitation of the merchant resources under the line.

Public comment is a typical example of a symmetrical development of merchant and user scale--good merchant information attracts more users, in turn, it attracts more merchants, and the counter example is the coupon distribution company at this stage, even if the pudding coupons and Tintin offers have tens of millions of installed capacity, does not mean that they have an inevitable appeal to the merchant. The accumulation of merchant resources is much more difficult than software popularization, which is a long and costly process.

And, O2O enterprises to achieve the effect of the merchant fees, it must be in the merchant end with payment, verification and other means of consumer behavior monitoring, which also requires them to be stronger than offline resources, the merchant has more power of speech.

On the other hand, the capital market cooling is also increasing the O2O enterprise's revenue pressure. According to Chinaventure data, 2012 1 ~ November, the domestic total disclosure of Internet investment cases 116, the total investment of 984 million U.S. dollars, the average investment amount of 8.483 million U.S. dollars, and 2011 3 data is 236, 3.892 billion dollars and 16.492 million dollars. Rely on VC "blood transfusion" is not a long-term enterprise development, not to mention VC now also pay more attention to the company's own "hematopoietic" ability.

Cause O2O reversal There is also a reason that can not be ignored-Tencent, Baidu and other Internet traffic giants into the war, the start-up enterprise "user scale" model of the drawbacks of the current, the flow of the two is not a magnitude. The latter want to build their core competitiveness, need more steering line, to the Giants have the heart but powerless, can not form a monopoly place.

The effect may be this: The Giants in the O2O overall situation to play the role of open flow platform, many small and medium-sized enterprises by their own in other areas of the core advantages of access to the platform to maximize benefits. But that does not mean that the latter cannot be their own platform, just as many brands now have access to the Cat Mall, while running their own platform for the business.

Micro-letter is our most familiar with the current flow platform groping. As such platforms grow and become more sophisticated, offline brand merchants have the opportunity to bypass other small and medium-sized O2O Enterprises, directly into the platform, thus with the end user direct communication, which is also micro-letter is currently trying business.

Others already have close contact with the offline businesses, it is possible to use the O2O reversal of the potential to dig out the value has never been achieved before. For example, in the merchant Place has a large number of card machine payment enterprise or two-dimensional code sweep code machine Enterprise, will play an important role in the verification link of O2O chain.

The addition of Giants, while threatening some businesses, also educates and expands the market, and more entrepreneurial opportunities emerge. In addition to vertical areas of the O2O enterprises, to help offline businesses to carry out the information operation of the company will continue to emerge. They are speeding up the process of informatization of the merchant, although the process will be very long.

C2B Gate

Sun Tong |

In the age of the Internet, information is produced in a very fragmented way, and users ' needs become more diverse. This change in demand is also driving and determining the flow of retail supply chains.

In fact, the term c2b is not something new, a concept that has existed in America's manufacturing industry in the the 1970s. However, this in the internet era was dubbed "flexible production" of the C2B mode opened, more in the electronic business model of the extension and try: Users need personalized goods, and the Internet's manufacturing model needs to innovate and upgrade.

In fact, traditional enterprises have always practiced the demand-driven supply chain reengineering of consumers. Furniture as non-standard big-ticket items, customer demand for it is very personalized, trimebutine furniture on their own development of a set of three-dimensional customization system, reverse access to the supply chain to achieve personalized customer needs, and footwear products, the customization of the property is stronger, the Nike ID abroad for the advertised, the domestic special step, such as custom system for the embryonic form The consumer can choose the color combination of the product on the line, and complete the part design work of the product independently.

However, many people do not like the above case, thinking is just a spark of a new concept, it is difficult to form prairie. In fact, in the Internet, especially in the field of electricity, c2b more practice than the imagination, not only those who have a strong supply chain resources of the brand, as well as those scattered on Taobao live small sellers.

Often use the shopping guide site Mushroom Street, beautiful said people will find, when you click into those new and fashionable goods and shops, many will show the non-spot reservation and other similar labels, in fact, many Taobao shops are unknowingly using the C2B model of the dominant sales. For example, the hottest single product "Chain Bag", when you optimistic about a type, Level two page will show a lot of elements, such as the color of the package, chain lines, metal buckle shape and so on, everyone can carry out a set of personalized combination.

This means that the permutations and combinations produce more than 10 or even dozens of of products. Traditional manufacturing and supply chains are clearly unable to meet these long tail needs, but those who advertise small-volume, flexible custom C2B shop CAN-customers only need to choose a good combination, first pay the deposit, and voluntarily wait 15 days.

C2B so that all production is determined by the order after the need to organize, the entire process not only compressed inventory turnaround time, improve the efficiency of liquidity, but also let consumers get a better experience, price concessions.

Of course, there is a model is the product itself in a very far place, now the practice is to transport the product at least to the nearest place to start selling, at this time to sell first or first shipped over? Shipped over is an order, from a manufacturing base parcels scattered to a national address or a whole batch of distribution? This is also a c2b in another sense.

For example, the end of 2012, Inner Mongolia Chifeng even drop snow, forage is buried, herders anxiously need to be more than 300,000 sheep sales. The pre-sale channel opened by the cat is trying to solve the problem. Through the consumer according to their own needs, advance payment of deposit, reverse drive Chifeng processing plant quantitative slaughter, and then customers gradually pay the tail, the goods are sent to several large warehouses for distribution.

It's a good way to aggregate consumer demand and meet it efficiently through the Internet. Under the environment of Internet, the collection ability of mass personalized information, rapid with single, complement, flexible supply chain response, and traditional large-scale production effectively combined, through flexible supply chain management, make C2B into reality.

More importantly, the wind vane of the Taobao store tells us that more and more consumers are no longer chasing orders fast delivery, but are willing to pay more for their personalized needs and premium. In view of current trends, despite the difficulty of achieving low-cost mass production, the 2013 C2B model will achieve gate opening and accelerated entry into orbit. This trend will be unstoppable once consumers ' new shopping habits are fostered.

"Grassroots" of mobile internet products

Wang Wei | wen

History is always strikingly similar. Over the past 10 years, China's internet has gone through reincarnation again. Standing 10 years later, looking back on the past, 2003 is worthy of the Chinese Internet "Wanli 15 years"-it seems quiet, but in the calm surging of huge variables.

That year, the Nasdaq crash of the early part of the century was still a lingering fear (from March 2000 to September 2002, the Nasdaq index collapsed from the highest point of 5048.2 to 1172.06, during which a total fall of 77% of the market capitalisation, the collapse of countless companies and countless investors were wiped out. , in the early days of the 3 portal just out of the cold winter, had to tighten the money, the turn of the century "the only profitable internet company" (263 chairman of Bruce Lee) 263 network because of the blind expansion of the portal strategy so that their deep embarrassment, China's Internet in the first round of copy to After the vacuum of innovation, there are few new models of Internet.

At the same time, 2003 was also a year of simmering currents, the seeds of the new power of the Internet in this year has been planted, Alibaba Group invested in the establishment of Taobao, Zhang in Shanghai began the public comment on the network of Entrepreneurship, the predecessor of the Grand Literature Jinjiang Literature Network ushered in the first batch of registered users, representing the internet spring Yahoo China acquired a " Born Robin "Zhou 3721; is also in this year, positioning in the grassroots of the Internet application began to show a vigorous vitality, Cai wins hao123 every day has had tens of thousands of traffic but at that time is not too many people know, Chen Tianqiao's grand agent of the network game" legend " began in the domestic public test opened a batch of the birth of a millionaire online gold-plated era, is considered to be "grassroots" synonymous Tencent QQ ushered in its own NO. 200 million user. An era of internet and Chinese grassroots social integration has begun.

After realizing that most netizens ' surfing habits have been focused on watching news, searching, chatting and listening to music, 2004, a small game website that captures the time of users ' snippets of Internet surfing 4399 was created by Cai, and today, this looks like a messy interface, UI rough web games sites are still not lost in traffic and user stickiness on any portal site.

However, in fact, 90% of all successful products in China's internet are unintentional inserts, including 4399. "Cai said.

Cai said. In his view, from the early years of PC-era successful grass-roots products to this year's red-hot micro-letter, one of their common point is not to create a rigid demand, but to smell keenly let the product to meet the vast number of users of the existing and potential needs.

In fact, if you stand today to examine the rise of the grassroots product of the PC era, you will find that they are still more in the PC Internet world to fill the gap, their success is largely inseparable from the popularity of personal computers and the explosion of potential user needs, whether 4399, hao123 or online games , those who succeed today are just more keenly aware of these impending opportunities than others, deciding whether the PC Internet age will become a king loser or a competition for business acumen and judgment.

As time goes by, today's mobile internet looks similar to how it was before 10: global capital is cold, the copy to-go phase of mobile Internet is over, and a large number of mobile application developers are crowding the Red Sea of tools and game applications. such as Yahoo General Spring Mobile applications found in the industry won praise, did not get an explosion of growth.

From the 2012 products we can also see the mobile internet era, "grassroots reverse attack" trend, has been the geeks believe that the kik,talkbox of the micro-letter in just 1.5 users to break 200 million, is considered to be very shanzhai temperament of the mobile phone KTV software sing it and so on, Even the first game users chat nonsense tool yy in this year also knocked open the Nasdaq door.

In November 2012, two very representative characters in China's internet circle, Kai-fu Lee and Cai Cai Sheng, a pioneering base in Xiamen, for local entrepreneurs and college students to share the mobile Internet era investment entrepreneurship experience, said the United States internet New model of Kai-Fu Lee to visit China's Internet grassroots entrepreneurial godfather Cai wins, This is not only an exchange party between two angel investors, it reflects a delicate consensus of the entire Chinese investment circle-the development of mobile internet in China has been to the application of the grass-roots users to study the stage.

Kai-Fu Lee believes that in 2013, China will add 300 million smartphone users, mobile application of the grassroots has become unstoppable trend, not to study the characteristics of this group of users, will not be able to become a short-lived mobile internet era of the traveler.

Of course, history rhymes, but it's not a simple repetition. If, in the PC Internet age, the wave of grassroots entrepreneurial success is characterized by good business acumen and accurate judgment coupled with sufficient patience, these qualities may not be sufficient in the grassroots wave of mobile internet. Entrepreneurs need to be more focused on the product itself and the user experience-not only because the era of finding a blue sea to the horse-race is hard to reproduce, more than 10 years after the Internet education users are not 10 years ago that the user experience no demand for "small white", compared to 10 years ago to allow entrepreneurs to suck gold as soil users , the mobile internet age of grass-roots at least in the details of the product experience will be more stringent, they deserve to be studied and respected, but it is difficult to be deceived and fooled.