How do big data subvert traditional industries?

"Has now entered the great data age, 90% of all information data in the world has been generated in the past two years, the largest data in two areas to show the most important value: first, to promote information consumption, accelerate economic restructuring and upgrading; second, pay attention to social livelihood, drive social management innovation"-This is Baidu founder Robin Li in Zhongguancun, Introduction to large data development trends.

Looking back at the industry itself, when the internet of things, cloud computing to improve the hardware equipment, as the content of the Internet-large data debut, it became logical.

In fact, big internet giants and traditional companies are ploughing big data, they marvel, "This era changes too fast, when we have not awakened from the Internet of things, the big data era has come." "Recognizing that big data breeds great value, they are also acutely aware of the flip side of big data-churning industries."

Film and television industry chain to achieve accurate positioning by large data

Case: Archie Art, Music vision

Every pause, fast-forward, or comment on the video that viewers inadvertently produce is becoming a way for the film and television industry to extract data from it. And it is these data, the impact of film and television drama from the early stage of the marketing of the whole industry chain.

"Large data is affecting the film and television dramas from the early stage to the marketing of the whole industry chain." The audience is no longer passive viewers, the production side of what to shoot, who to shoot, who to play, how to broadcast, will refer to the audience's objective preferences to statistical decisions. Archie, dean of the Institute of Art data, Ge Gengzhi the significance of the big data for the film industry.

Archie Art After more than 3 years of massive data accumulation and Baidu data support, has set up a comprehensive set of many user behavior of the Choroid atlas, such as user favorite subject matter, actors, directors, and so on, these resources in the film positioning will undoubtedly play an important role.

In this context, Archie to use the data this year to make a film of commercial micro-films, the inspiration is from the big data "guidance" of the best-selling American play "card house." In addition, Archie Arts will also apply large data to the copyright procurement, advertising, users of film and television content recommended in many ways.

Archie PC Client July revision, the introduction of "Thousand Thousand Faces" personalized home page, users can be recommended for its customized pages click to watch. "This is based on large data analysis of the algorithm recommended, at present, we recommend content for users more than 35% of the hit rate, recommended to bring more than 50% of the total volume of traffic, so to speak, Archie Art or more than your boyfriend know your preference for video." "Archie Art CTO Tang Xing said.

Archie this thanks to big data to bring innovative business models. Referring to the future data impact geometry, Ge Gengzhi that data has become an important commercial capital, cleverly used in data to inspire new products and new services.

Similar to the Archie art, the film "Small Time" has been greatly successful through the early precision marketing based on large data. At present, the video has set up its own data center for the future of accurate positioning of the film.

Big Data Control credit risk incipient

Case: Kabbage, Alibaba

In addition to the film and television industry, the use of large data in the financial industry is more intuitive. It is customary to assume that only banks can establish a credit system, but in the big data age, Internet companies use large data to control credit risk has emerged.

Kabbage is a company in the United States to provide financial credit services for online businesses, in April 2010, the main target customers are ebay, Amazon, PayPal and other electric dealers. The peculiar thing about it is that by acquiring information such as sales, credit histories, customer flows, reviews, commodity prices and inventories from companies such as ebay, and their interaction with customers on Facebook and Twitter, they are divided into different risk levels with data mining technology, In order to determine the amount of loans and loan interest levels, the risk is too high, the risk is proportional to the interest rate, and the loan amount is inversely proportional.

It is clear that most of these online businesses are not eligible for bank loans if they are judged by the banking system, but in the internet age, Kabbage's case illustrates the use of large amounts of data to support these small micro-enterprise credit rating systems.

Kabbage's model has been successfully used in China, and Ali is one of the typical.

Alibaba, Taobao, cat these "Ali department" of the Electric business platform, in the deep in the field of electric business, recording the various businesses, shop sales, credit records, customer flow, comments, commodity prices and inventory information. Through this model to obtain a large number of enterprises and consumer behavior data, and then establish a credit system to distinguish the credit rating, Ali small loan from this.

A public data is, as at the end of June 2013, Ali small loan set up more than 3 years, has accumulated for more than 320,000 electric business platform on the enterprise and the self-employed to provide financing, accumulated loans over 100 billion yuan. If the banking system is used to evaluate such online businesses, most of them do not qualify for loans.

"The majority of small micro-enterprises or self-employed because of unsecured, unsecured, combined with the small risk is too large, are blocked by the bank." "The CEO of a small loan company said to reporters. However, Ali small loan is different, the borrower does not use to submit any collateral and security, by virtue of the enterprise's "credibility" of this resource.

Where does credit come from? These small micro-enterprises every day in Alibaba, Taobao, cat these platforms business, leaving behind including operating funds, information and other visitors to and from all kinds of data. Clearly, Ali knows the credibility of these businesses.

On this basis, Ali finance in the June 13 to launch the balance treasure, just 2 months will shock the banking sector.

100% Gross profit margin based on capturing building information

Case: Guang Lian da

Traditional business-born enterprises, if the use of their own industry advantages, mining data, the same can play a stunning audience "home run."

Large data use, in the A-share market, there are many examples, Canton Tatsu rely on building information in the field of years of deep, began to cut the price of information on rental materials profit model. This and Ali and so on in the field of electric business, into Ali small loan has the same as the wonderful. It is worth mentioning that material price information sold gross margin of 100%.

It is well known that the company has been committed to providing products and services for construction project construction informatization, the main products are engineering cost, project management and other software products.

However, the traditional business of the company has made it more accessible to building materials around the world. In this context, the company has started to sell "building materials price information" to earn profits.

Because the price of building materials is influenced by macro-economic factors, the supply-demand relationship and the price market will change and be unpredictable. As a result, construction companies are more sensitive to prices. With the traditional business has been basically able to achieve real-time access to the prices of building materials around the price changes, very good to meet customer bidding, procurement and other types of needs. Recently, the company also revealed that the future will follow the "cloud + End" mode of operation, further improve data utilization, and enhance customer experience.

It can be imagined that in the future once the price information business matures, the company can also extend to other areas, such as the introduction of advertising business.

In this connection, some brokers said that the company has a strategic plan, by 2018, it seeks to achieve about 10 billion of the sales target, including packaged software, solutions and internet-based (refers to the price of building materials) three models of income contribution ratio for 3:4:3. This means that, using the data advantage, the company's internet business in the future will reach 3 billion yuan sales. In contrast, the company's revenue in 2012 was only 1 billion yuan.

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