Eric Yang Weiqing: Businesses start early and are not competitive

News and technology information March 22, by the Advisory Group, hosted the seventh annual Iris Summit held in Beijing today. This year's 2-day annual meeting, the first day of many industry leaders to participate in the Summit forum for Exchange and discussion. March 23 The next day, the industry elite on-site Multidimensional Analysis of industry dynamics, sharing successful experience and unique insights. Yang Weiqing, President and CEO of Eric Consulting Group, delivered a keynote speech.

"Occupation can change the user's consumption, distance from the transaction, affect the size of information acquisition business value, the closer to the end of E-commerce transactions, the easier to obtain value," Yang Weiqing said.

Yang Weiqing said, the social content is by the user, buys the fiery "hundred Regiment war" to bring the question, even if the merchant starts early also is not competitive, the core is as long as you have the money to have the investment to recruit the salesman, your competitive power is relatively strong.

The following is the President and CEO of Eric Consulting Group Yang Weiqing speech record:

Yang Weiqing: Thank you for attending the annual meeting of Eric, last night is our award ceremony, there are many guests to visit, we have done an inventory of the industry, today we go directly to the topic, we share some of the views of the Internet industry.

My topic today is "the business nature and development trend of the Internet", this topic is a bit big, not too good to say, what is the commercial nature of the Internet? What is the development trend of the Internet? Moderator Chen introduced some data, in fact, we can see that the Internet has been listed companies have a lot of good results, the market value of 40 billion or 50 billion U.S. dollars also have two, many companies are market capitalisation of billions of U.S. dollars, a lot of potential companies have not listed. Why some companies like these have developed very fast over the past decade, and they have been recognized by the market. Development trend in the past we have heard some of the key words of private placement, we have any elaboration, the following start to say some of my views.

First of all, user size is the first core of internet companies.

The graph is based on an ongoing user study of the group of data we have, which can be seen in the past 2011 years, the average monthly user coverage of the Internet companies are more, we can see the name, including Tencent, Baidu, 360, Sohu, Sina, Alibaba, Thunder so some companies are on top. This sort is sorted according to the user, but we feel and the company's valuation also have a lot of relationship, the general line to the previous company's market value is relatively high, also fully illustrates such a truth.

For example, 360, many people use 360 of the tools, from 360 security guards to 360 antivirus, these occupy the user's system, further provide the browser, and then extended from the browser security site, good 360 is currently ranked among the highest in China's Web site file station. Many people do not know the business model, do 360 antivirus when Zhou have a lot of idea, many people say "you destroy an industry, how do you make money do not know, first destroyed a China's antivirus industry." But in fact we see from 360 very clearly that he gained the user's approval through some free tools, and finally got his business value.

The second very important characteristic is the user stickiness, the user stickiness represents the user to the product or you this platform information dependence degree, the user experience, your entire product does the good or bad all directly affects the user's stickiness.

We have a set of 2011 ten People Network Services data, microblogging, group buying, comparison shopping these three categories in the last year all the service categories of the fastest growing, we study the user experience and user stickiness, not only to see your products do good or bad, but also to read the future, Sina Weibo is a little bit earlier than other microblogs, so it occupies a larger advantage. Tencent Weibo based on its own user needs will also be very fast growth. So, if you're reading the user's future needs and developing a product for the user, you can also get a very high stickiness user base.

3rd, Impact, influence, the core is your platform or your business model of the information, how much this information can affect the user's consumption. So, I think it is very important.

2011, the top ten most popular websites. The top two are closely related to shopping or merchandise, visible in the development of E-commerce, many companies provide information directly can change the user's consumption, you this platform information more valuable. It is possible that some of the information you see is not on these sites, but there are more shopping guides on these sites, rather than gossip, talk about current events, the business value of those information may be relatively low.

4th Commerce, our interpretation is that your platform provides functional distance from the transaction and also affects the size of your platform to gain commercial value. This is a little bit difficult to understand, if I speak an industry terminology, we call interception traffic, relatively clearer, the closer to E-commerce, the final form of the media features easier to obtain value. There is a group of data, 2011 compared to 2010 China's network advertising companies year-on-year growth rate. There are three enterprises more than the economic growth rate of the industry, including Taobao, Baidu, Youku, especially Taobao and Baidu, Taobao's Consumer-to-consumer platform is a very typical shopping search engine, not everyone in the traditional sense of E-commerce site, it is the bearer of information-oriented media. Through this we can see that you read a lot of information before the shopping decision, but when you finally decided to go shopping, it is possible to search the Baidu, it is possible to Taobao on the final search of the product order, it is the latest transaction, so it is easier to gain the value of their own media.

5th social, social content. Let's take a look at an example, last year, we feel the most of one of the internet industry's feeling is to buy from the first half of the fiery to last year, including the first half of this year, the whole group buying industry, we speak hundred Regiment war, and even the Thousand Regiment war, why group buying industry will You don't have to be very competitive even if you start early. The core is because its information is to rely on recruiting salesman, salesman to run merchants, merchants to the information to the salesman on the site, as long as you have the money to recruit these people can have similar information, this information is generated by money, not by the user, If you are a community-oriented company, if you have a lot of users on the platform evaluation or user information, your competitiveness is relatively strong, if you do early, the backward in this industry is basically no big space. So, we can learn from the opposite of the Hundred Group War teaching material we know that social such a social characteristics, in fact, not only refers to a trend, it is more representative of the information industry competition barriers.

Local, localized information is the mobile Internet business Information model, which is also very important. I recently admired this app, easy to drive, if you often drink, but the driving, this is very valuable, it can be based on your location to help you around the driver, the company has 390 professional drivers on standby, the same pattern there are many, But it is a good combination of localized information patterns, is now the traditional big PC companies, large Internet companies have not yet involved, similar information can carry a lot of localization services.

The last very important feature is the mobile Internet, and we look at some of our data. The first set of data is from the monitoring of PC users continuous user behavior, this set of data has very important characteristics, we began in 2006 in China through 100,000, now 200,000 samples of continuous study of user behavior, we found that in the second half of 2010 to start, There has been a steady increase in the access time of the entire Chinese Internet users to the web, it's growing, but it's growing very full, and this data can tell us where it's going. Many people know that many people use smartphones, using the ipad with the traditional features of the Internet, rather than turn on the PC, so This trend is becoming increasingly apparent. So, we can see that throughout the market, the entire PC Internet has entered the era of a Red sea, if your users on the PC, if you increase the number of visits, in fact, the other is reduced, not the entire industry increased. So, the entire PC Netizen growth Dividend era officially ended. So, now is the age of mobile internet.

According to a group of Morgan Stanley data, we can see that the global smartphone and tablet shipments have undergone a qualitative change last year, with smartphones and Tablet PCs shipped more than PCs last year, and many lamented that the ipad was more than the original tablet, Even more powerful than many real PC features. So in the future we can foresee that more and more of the information services you use may not need to open your PC.

The two days of industry debate there is also an incident, this incident is Apple's market capitalisation, how much? More than 500 billion dollars equals a Google Plus Microsoft plus the sum of market capitalisation on app. When Apple's market capitalisation grew, it looked at its recent growth in profitability, including some recent policies, but more fundamentally because of the emphasis on the development of the entire mobile internet industry, and the fact that Apple's hardware plus the App Store strategy was the biggest beneficiary of the development of the mobile Internet. So, Apple's market capitalisation reflects the global focus on mobile internet in a sense.

Just now I talked about the trend of Internet commerce, the most important seven characteristics of UFICSLM, representing the size of users, the stickiness of users, the influence of information, the distance from trade, the ability of community information, localization and mobile internet. The essence of the Internet is the service of interactive information, therefore, if from the information industry, the user size represents information scale, the user's stickiness represents the frequency of information use, the user's influence represents the quality of information, your information if you can change the user consumption of your quality is relatively high, if the information generated in the final transaction, The distance of the transaction represents the information at what stage is provided, social represents the barrier that the information can produce two yuan, local is the characteristic and trend of the information future. These seven letters represent Iris's observations and views, and we think that the whole big industry if you are really doing the internet media industry, these seven letters are very important. It is said that more is SLM, but we hope that we do not simply look at the SLM, but to more research on your user size, your user stickiness, your information has more influence, your information can facilitate the transaction or directly complete the transaction. The previous four points are also very important.

For example, this data is the nature of the information industry, but the information ultimately delivers the product or service information, we can actually look at the seven dimensions of the different business models, different business models and even different companies can use these seven dimensions to give him a point, I have each dimension of 5 points, not the same. The scale of some dimension users is even more important, and we see that if you are a non localized service, the business model is 30 points. If localized, from model analysis, the highest 35 points. There are huge opportunities for localized products and localized services, because these two systems are new and are based on new business models for smartphone products, so there are huge opportunities.

Let's take another example, now the most popular business model in the first half of this year, we heard the most beautiful, mushroom street similar to the social media recommended business model, its business model how many points? User size may only give women like to go shopping, especially on the internet, it's browsing frequency is relatively high, especially for the people, its information influence on the user is still very high, because its user's picture can directly arouse the desire of girls to buy. Is the deal close? Is good, because now like Taobao last year from the mobile phone Taobao shopping volume close to 10%, in fact, Taobao is now a lot of transactions are from the beautiful said, Mushroom street such a referral. Is there a search feature, there is no search features there is no competition barriers, if your products do earlier or have search features, some people in the micro-Bo relationship chain to establish their own set of relationship chain, is a certain search characteristics. In addition, is it suitable for mobile internet? We think it is more suitable, because mobile internet browsing enterprises than Taobao better, l characteristics are not available, satisfaction throughout the country can, so there is no need to consider this factor. Score 30 points, it scored 26 points.

This table can be graded on different business models, and different geographical products and services can be refined to see. So at this point, I also recommend that you consider an integrated element if you are thinking about starting a business or if you are an investor considering investing.

Ten years ago, Eric started next to the Catholic Church in Xujiahui, this year is the 10 anniversary of Eric's, many guests this year to our awards ceremony, including our annual meeting, to make their contribution and share, our staff number from the past four or five to 250 people, in 6 places around the world set up offices, especially like the United States, Japan, our Japanese partners are also here, have set up branches, Eric's data field has been widely used in the Internet field, including advertising, the investment community, which is our great honor. On the occasion of the 10 anniversary, thank you, thank you for your support and attention to Eric, thank you.

Customers are our food and clothing parents, all customers to the support of Eric is our driving force, for recent years, the most core of our products from the continuous monitoring of the Internet users, we through 200,000 of consecutive paid samples to monitor the user's behavior, But the advent of the mobile internet has made us feel that we have to monitor the pressure or power on the mobile internet, and it is a great pleasure to be working with our partner Arbitron Mobile today to launch Muser Tracker, which monitors the iphone, Android, ipad application to fully monitor the mobile Internet field, we hope that through our research can give industry companies, to investors, to the internet marketing industry a very good data for reference, so that people understand the real Internet users on the mobile internet his behavior, And we can see how his behavior on the mobile internet correlates with his PC behavior. Our partner Arbitron Mobile will also make a speech that will share the first time in China to have this kind of smartphone behavior monitoring data, for everyone to do a share, I just, thank you again, I and all of our team again thank you. Thank you.