China Mobile internet people have been leading the traditional PC users

According to Morgan Stanley's statistics, China Mobile Internet users have been leading the traditional PC netizens. The January 2014 CNNIC report showed that as of December 2013, China's mobile internet population reached 500 million, accounting for 81% of all netizens, reaching nearly 40% of the absolute penetration rate; Enfodesk, a 3-quarter mobile-phone market monitor in 2013, showed that in the third quarter of 2013, China's smartphone sales share has exceeded 90% and is expected to reach around 600 million in 2014. In addition, the "Baidu Mobile Internet Development Trend Report" shows that mobile internet access time has been fully over the PC end, a range of more than 29%. Ma's data is that mobile internet has contributed more than 70% of the network traffic.

At the same time, Ma Yun, Lei and other replaced the traditional economy of the big guy, become a popular economic figure. Real estate, finance, home appliances and other industries are actively pursuing and embracing the "Internet thinking", network heroes are busy preaching around.

This means that new business models are becoming increasingly mainstream, means that the new economy is changing or even subverting the traditional economy, which means that the user "the creation of value" and the Enterprise "the way of value acquisition" Change-the former is the market value created by user demand and consumption, the latter is the market value that enterprise innovation and operation want to win. It all means no longer the same business rules.

Modern communication tools and the Internet bring about a radical change in the way the connection is connected: a faster connection, a wider range of connections, and a more convenient connection. The essence of the Internet is "connection"-the connection of objects, the connection of people, and the connection between business and people.

Into the "post-Internet age", in the context of mobile interconnection and social networking, "the connection" has qualitative evolution and change: The connected objects, the way of connection, the speed of connection, the geographical scope of the connection, the length of the connection, and the connecting life situation have greatly expanded, and the traditional Internet economic era is quite different. "

The biggest difference is the way information is organized: in the traditional economic era, the Internet's organization of information, mainly on the "objects" of the Organization-Web page search and portal platform are products/services as the core. In the post-Internet age, the information organization of mobile interconnection and social network is mainly based on the "human" behavior, which is at any time, the scene in the background of the behavior, this "human behavior data" than the previous physical data more accurate, direct and relevant.

The essence of post-internet age

Mobile interconnection and social network, with the "human behavior as the core" information organization, gives users unprecedented power and authority. This is not to say that a single user is powerful, but that the network that the user is forming is powerful. The dispersed user becomes a powerful whole because of fast, real-time, close and ubiquitous network connection, which makes the dominant enterprise organization become the relative weak side.

The "users" who are integrated by mobile social networks have more and more market rights. The impact of this change on the business world is embodied in two major features: one is "decentration" (The other is "going central") and the other is "disintermediation".

Go to the center of

The network is structured, and its structure depends largely on the network access/connection mode of the port.

The traditional internet based on PC connection has a strong "center" in its network structure. The portal site is the most important node in the traditional network. People through the login Sina, Sohu and other portals, access to the edited classification of news, information. The portal became a big Internet overlord for some time.

Taobao is the most important E-commerce hub node, it has built a virtual mall, so that businesses and users can trade in a large business center to spend, enterprises by charging "rent" to profit. In this sense, Ma Yun is the largest virtual real estate business, in essence and department stores are not much different. No wonder he and Wang 100 million bets, because the two are direct competitors, the main business is real estate, but a line on the online, one is virtual one is physical.

But the popularity of smartphones has brought about disruptive changes: In the context of mobile social networks, information aggregation becomes ubiquitous. Network-connected ports, from physical to virtual, from single to multiple.

Now, users no longer need a specific center to fulfill their life tasks. For example, the consumption of information no longer needs to log on to the all-inclusive portal, but to meet the needs of the information through microblogging, micro-credit circle, and micro-credit public numbers.

The bat that rules the Chinese network, in addition to Tencent has relied on the micro-letter to get the ticket, Baidu acquisition of 91 assistants, Ali acquisition of the gold map, is the traditional network model to the emerging mobile model transfer signal.

The appearance and popularization of wearable accessories in the future will make the ports of the access network more dispersed. The main reason Google buys Nest is that nest is the gateway to future smart homes.

To be central does not mean that the center of the total extinction, but its central potential will be greatly weakened, not as in the past can be eminence.

The tendency and strength of going to the center change the face of social life, and also change the realistic business rules in many aspects, including business model innovation, product development strategy, marketing communication strategy, enterprise production organization pattern, all present a series of new characteristics.

To mediate

The traditional era of the internet has a lot of thriving "intermediary" business. Because the user many consumer tasks need expert professional guidance. But in the age of mobile interconnection and social networking, access to information is no longer dependent on expert opinion and can be done through the "recommendation" of social networks.

Ctrip is the most typical traditional network "intermediary", which provides users with travel-related services, mainly based on the hotel, airlines strong bargaining power. Its dominant position is realized by the aggregation of the user.

But with the flourishing of social networks, when hotels, airlines can directly communicate with consumers, Ctrip a class of companies have become OTT objects, lost its strong intermediary status. such as the small hotel in Lijiang, you can set up their own platform to attract customers, and no longer rely on the traditional intermediary such as Ctrip.

and 7 days, Jinjiang Star, Han court these large hotel group, has accumulated a huge membership library. With the user communication more convenient, lower cost, if you can better operate and tap their own customer value potential, can be reduced to ctrip, art, such as Ota platform (online Travel Agent, on-line travel agency) dependence.

Traditional media also face the same dilemma. Corporate advertising messages are supposed to be communicated to consumers through them, but now most of the marketing communication can be achieved by nearly 0-cost social networks. For example, the sale of millet is no longer a traditional marketing communication and distribution channels, almost entirely dependent on the network community to complete the construction.

Intermediaries are always needed because the user needs a professional agent to help them solve the problem. But future intermediaries are no longer likely to be such a slow-reacting institution today.

To mediate the trend and strength, profoundly changing the traditional trading model, when the communication between users and enterprises more convenient, direct and low-cost, the way of marketing communication must be drastic changes, the enterprise's production organization model will no longer be the same.