Asia's top business School ceibs Management Forum held in Chengdu

September 16, Asia's top business school-ceibs Management forum held in Chengdu. Shanyou, executive director of China-Europe Entrepreneurship and Investment Center, the Central European venture-capital Professor, made a keynote speech titled "Disruptive Innovation in the mobile internet age". "The Internet thinking that does not talk about cost structure is false thinking." Shanyou as a guest speaker, at the beginning of the first to throw out his understanding of the meaning of Internet thinking.

As the founder and former CEO of 酷6网, the Nasdaq-listed company, Shanyou has seen too many industry people change their attitudes toward the internet, and he has a lot to offer about the changes in the Internet age. He thought, "an era should have an era of thinking, the internet era, there should be internet thinking." ”

He says the changes brought on by the Internet, and even some successful entrepreneurs, think it's just a tool to improve efficiency. However, the Internet to bring more of the traditional industries, business models, such as subversive changes, including customers, products and other definitions, will be earthshaking.

"Internet tool theory" is not tenable

"I think that the understanding of the Internet can be divided into three levels, including digital tools, Internet, Internet thinking." "In this forum, talking about their understanding of the Internet," Shanyou said.

Digital means that the Internet is a tool to improve efficiency and reduce costs; Internet is the use of the Internet to change the operating process, innovation Network marketing, Internet thinking is the use of the Internet to transform traditional industries, business models and values innovation.

He believes that the power of the Internet is 10% digital and 90% Internet. Among them, 10% can improve production, 90% is the intermediate cost, including marketing costs, channel costs, inventory costs. "We may not change 10%, but we can turn 90% of the intermediate costs into 0." ”

In this respect, he cited the Lenovo Group CEO Yang's point of view to do a further explanation. At just the end of the 2014 Asia China Entrepreneur Forum, Yang said, "The internet can not replace everything, it can not replace the product innovation, can not replace the technology research and development, can not replace the manufacturing, can not replace the supply chain management, the Internet does not, and can not subvert the fundamental value of traditional industries, the core value." ”

Shanyou said that Yang's own views were not wrong, but the internet he talked about is only part of the 10%.

On the "Internet Tool Theory" point of view, Shanyou said very disagree. He points out that the majority of people today are even successful entrepreneurs, only in the original production and manufacturing process of thinking. In the future, the Internet civilization must replace the industrial civilization, the transformation of thinking mode is the necessary condition for the future survival of enterprises.

Internet changes cost structure

"The traditional handset manufacturer's production cost accounted for 50%, the marketing cost accounted for 10%, the channel cost accounted for 30%, the inventory cost accounted for 10%, but also has other expenses." Even if your product price is twice times the cost, still is the loss, what reason is this? Shanyou to the traditional mobile phone industry as an example, raised the question. In this respect, Shanyou cited a set of data to illustrate: millet use their own unique internet marketing methods, to achieve profit is the industry average of 3 times times, a short period of 3 years, the valuation reached 10 billion dollars. Compared to other mobile phone companies, the sales cost of millet is only 0.3%, and some handset manufacturers can even up to 20% of sales costs.

In the traditional industry, high marketing costs, channel allocation of profits, high inventory and so on, such as the cost of a seemingly natural expenses, will be overturned in the internet age.

Shanyou pointed out that today, if some enterprises can use the Internet to reduce the dimension of survival, which must rely on advertising, channels, inventory, management and so on to sell products of enterprises, is a great impact.

He believes that in the internet age, one is to carry out social marketing, "where users are active, where we go", and user interaction to do a good job of products; the second is to carry out content marketing, "Today's marketing core is not to occupy the user's eyeball, but to occupy the user's mouth", relying on the user's word-of-mouth to do a good job of communication and marketing.

He has also repeatedly stressed that the age of cognitive costs is the biggest dividend. "In the traditional industrial age, the product link user cost is huge, have to rely on advertising, while the internet age, product link user cost is zero, the product itself is advertising." ”

Wen/Huang