Industry Internet is spring coming?

and consumer internet explosion-type growth is different, industrial Internet is doomed to be long. But once the enterprise starts the Internet of industry, it will form a high degree of loyalty.

Benefiting from the popularity of smartphones and the surging Internet entrepreneurship boom, China's internet consumers can enjoy: they are shopping on Taobao, in the micro-letter or a stranger on social networking, go out to call drop a taxi, to the supermarket with Alipay settlement, home use nail, massage, wardrobe finishing and other O2O services. Consumer Internet has become the most beautiful industry in the past ten years, it has occupied people's time, VC funds and from the birth of at least five billion dollars in the market capitalisation of listed companies.

Compared to the hot consumption of the Internet, the market is more large-scale industrial internet is slow, in production, manufacturing, transportation and other fields are still a wilderness, and has not yet produced a listed company. Ben Sesser, an American entrepreneur, surveyed 12 SaaS (Enterprise software) companies last year, finding that the average time it took to set up an IPO was 9.5 years and that it had to go through five financing. His final conclusion: perhaps entrepreneurs are more willing to develop a dating software.

For a long time, the industrial Internet has been unable to explode because vested interests are too powerful, business models are complex and difficult to replicate, and infrastructure requirements are high. And now with the entry of capital, cloud computing, large data, intelligent terminals, the popularization and maturity, restricting the various problems of industrial Internet is expected to be resolved.

"The next ten years will be the 10 years of the industry Internet." "Broadband Capital chairman Tian said that the consumer Internet has been over the apex, the pattern has been set, it is difficult to pry, and the industrial Internet will be a greater than the consumption of the Internet, higher gold market, will also be the most fundamental power of internet change."

In the 2013, Tian first popularized the concept of industrial Internet to the public--just as the consumer Internet revolves around C-end customers to provide clothing, food, housing, travel, use and other services, industrial Internet-oriented is the B-end enterprises, around the entire production, trading, circulation, financing, dissemination and other links, so that it more efficient.

"Are you still looking for the next gold mine?" "December 12," CVW2014 industry Internet Conference, a speaker told the audience said, to the industry internet bar, there is a real chance to challenge bat, and there is still a blue ocean.

Predicament

Entrepreneur Genbin in the industry Internet field for five years, but everything is not smooth.

Genbin said the company had invested all its resources in developing a set of sales management software for pharmaceutical companies to standardize all sales processes to improve management efficiency. When a medical representative sells a drug to a hospital, every step he sells, every ppt he shows, and even how long it takes in each PPT, the doctor asks questions that are monitored and recorded in detail.

"Software development for six months, the last only pull two customers." "Genbin told Caijing Reporter, one of the pharmaceutical companies to buy a long time to deactivate the management system, because all the medical representatives refused to use.

For pharmacies and medical representatives, the business chain is short and there is a large gray space, when the sales process can be controlled and standardized, will inevitably bring about the benefits of both damage. So the management software is difficult to implement, whether in a pharmaceutical company or in a hospital.

Genbin told Caijing reporter, the company turned to the profit chain relatively weak insurance companies to develop field management system. However, the system's final data collection is very slow, because the sales commissioner when visiting customers, and do not want to let the boss know whether he went to the hotel or to the nightclub, the system in the GPS is often artificially closed, and the sales Commissioner does not have the power to record their whereabouts every one or two hours.

Entrepreneurs choose Industrial Internet domain, often because of its stable business model, lower risk, easier to identify key points, and buyers than ordinary consumers more rational. However, Genbin that the biggest factor restricting its development today is not the lack of managers ' motivation to change, but the vested interest in the middle layer.

OTMS founder Zhi told Caijing Reporter, as an enterprise transport management system suppliers, the best promotion is the top (shippers) and the bottom (driver), the most difficult to promote the middle tier of subcontractors.

Pan Shiyi said in the industry Internet conference, in the traditional industry, the biggest power is the sales department. "The gene in the real estate industry is sucking up to the leader and trying to turn a pig into an antelope over the internet is too difficult." ”

Lu Zhontao, deputy general manager of the Ministry of Information Technology, ICBC. He said that the bank's high level of closure, high barriers and Top-down management model and the Internet Information flow, sharing, interconnection, is inherently contradictory, or even against each other. "It is impossible to change the financial industry simply by relying on information systems and technology," he said. "Lu Zhontao said.

At the same time, industrial Internet interlocking, it is difficult to like consumer Internet as a single point of breakthrough. Entrepreneurs develop a network game or online chat software, directly into the App store and other ready-made channels, users click to download, through value-added to charge, the model is simple, easy to copy, and then produce scale. And the business model of the industry Internet is much more complicated, and it is difficult to reproduce and popularize with different enterprises, different industries and different customers.

Industrial change how difficult, the national sports brand Li Ning must have a deep understanding. In November 2014, Li Ning, the change of the fencing Kim left, some people commented that this declared Li Ning two years of change. Since its inception in 2012, Kim has led a massive downsizing and restructuring, cutting off multiple cross-functional departments while at the same time conducting retail channel reform, increasing direct sales and building large data centers to reform the supply chain. On the measure, Kim's prescription was not wrong, but the company did not stop at it.

If the 2012-year big loss of nearly 2 billion dollars is to pay for the reform of the channel, the 2013-year loss narrowed already let the reform at the dawn of the light, then the first half of the 2014-year loss widened to 586 million yuan, higher than last year's loss, how to explain? Most industry insiders believe that this shows that its transformation has not been recognized by the market. The key way CEO Zhang says Kim is likely to underestimate the difficulty of reform.

Take inventory management as an example, Li Ning hope that clothing from the factory into the store database, so as to realize real-time distribution system. This not only requires a set of inventory management system, but also to the offline shop, distributors and manufacturers to network, at the same time, also need to achieve logistics and supply chain system intelligence. But distributors often serve a number of sports clothing brands at the same time, when Li Ning in the industry chain does not occupy an absolute strong position, it can not be through the monomer to drive the entire industrial chain change.

In addition, the slow development of the industry's Internet is also due to the past infrastructure and technology can not support its full promotion, while the lack of external capital assistance, difficult to grow up.

Tyco is China's largest fire protection, security companies, to provide enterprises with fire products and installation, maintenance. Liu Yuxiang, director of its Research and development center, said that, unlike consumer-grade products, industrial-grade products require high reliability, high connectivity, low or 0 error rates, and the need to address the compatibility and communication problems of different equipment on the market. The good news is that the ever-escalating broadband network, the spread of cloud computing and the technology of physical sensors will help the industry's internet age.

In the United States, VC has begun to invest heavily in the field of industrial Internet. Cloud storage provider Dropbox completed a new round of $250 million trillion in funding earlier this year, with a company valued at $10 billion trillion, compared with 2 billion U.S. dollars in 2013, just one-fifth of the company's valuation. Another company box, which provides corporate customers with cloud-based content management systems, received $100 million trillion in financing last January, valued at about $2 billion trillion, 11 times times the company's annual income.

But for Chinese VC, they are more willing to invest in consumer internet projects. A VC will industry the internet than do bones, and the consumption of the Internet than to make bones on the meat. "Hard to chew always to stay in the end," the VC said, the company invested in two industry internet companies this year, but are concentrated in the cloud storage area, for the production and sales end of the Enterprise service provider project, the Fund's attitude is to focus on observation, prudent investment.

Ding, founder of Tian and the Jinshajiang venture capital, said they were pushing ahead with investment in the sector, while also calling for the entry of powerful state capitals. Ding says everyone is betting, and only in the future of the industry to represent the Internet field, can buy the lottery ticket.

Broken Bureau

Zhi, a logistics industry practitioner, set up two years ago to otms--a transport management platform that provides services to enterprises in a SaaS manner. It connects shippers, third-party logistics companies, transport companies, drivers, and even ultimately consignee, and companies can manage all orders online, and transport companies and drivers can find new businesses.

Zhi told Caijing reporter, the beginning of the company is directly into the driver level, do online auction auctions, and later found that it does not work, because the whole chain of transport industry is the most right to say that the owner, only from the upper layer of the transformation from the lower level, it is possible to form a platform. Its transformation after the first big customer is the country's largest clothing company bestseller (Ling), Zhi Transport management system into the country more than 30 logistics centers, thousands of first-level, two-level, three-tier subcontractors and 6,500 stores in the computer, while the development of the card (Driver app) and where the (Consignee app), can let Ling to the whole process of monitoring the transport flow, and realize the entire transport paperless.

In the industry's internet revolution, companies like Otms, which can control upstream and downstream resources, are critical, making a single point of breakthrough possible in the field of industrial Internet. Because of its master of the owner resources, the entire industrial chain upstream and downstream must install an intelligent system, which led to the entire industrial chain of the Internet.

At the same time, for those who have a vested interest in restricting the development of the industry's Internet, also known as the middle tier or the ox, as the platform companies enter, the value chain of the industry will be reshaped and the middle tier will evolve and adjust itself. The first step, Zhi says, is not to lower middle-tier interests, to compete directly with the middle tier, but to set up new rules of the game to make the rules clearer.

Hotel Brother is a company to provide business venues service platform, in the past due to asymmetric information, the exhibition company to earn a large amount of intermediate income, the hotel brother's appearance is in fact directly with the exhibition company competition. But the hotel brother first chooses to cooperate with them, the exhibition company can obtain the hotel information, as well as the enterprise order. When the future volume of traffic gathered to form a scale effect, the hotel brother will be directly and business cooperation, weaken the interests of the middle tier.

Zhi says traditional businesses and consumers are experimenting with new things, but the former pay far more than the latter. So 2C business can erupt overnight, and 2B is doomed to be long. The advantage is that the enterprise's adoption costs and abandonment costs are also very high, so once the enterprise began to Internet industry, it will form a high degree of loyalty.

Yi Huan, deputy director of Hongyuan Securities Institute, has divided the industrial Internet into four modes, namely, trading platform, credit financing platform, intelligent manufacturing platform and logistics platform. OTMS corresponds to the logistics platform, and the hotel brother corresponds to the trading platform. Similarly, Haier, the United States and other traditional home appliance manufacturers are trying to break through the intelligent manufacturing platform, and Ali small loans, Beijing baby, Angel sinks (network audience), such as a series of internet financing means for enterprises to promote the construction of the credit financing platform.

Ding told Caijing reporter, and consumer internet winner take all the pattern different, industry Internet will have more subdivision area of the leader. Therefore, around the above four models, traditional enterprises and entrepreneurs are likely to be in the field of industrial Internet breakthrough.

What is the key to breakout? Yi Huan that, behind the tide of industry Internet, the Internet + financial +x is the core. The enterprise must occupy the core position in its subdivision area, have the absolute right to speak, the advantages of resources and user base, but also fully grasp the new technical means (such as cloud computing, large data, mobile internet, etc.) and thinking mode (such as long tail, crowdsourcing, free, etc.), at the same time need flexible financing methods and industrial capital to help, can promote the rapid development of industrial Internet.

Ding that there will be one or two super platforms in every vertical field, and in the super platform will grow a large number of small micro-enterprises, each enterprise has its special ability, such as specialized in providing large data services, artificial intelligence services, voice recognition services or logistics services, sales services, staggered to each other, data interchange.

Ding said that the trend of industrial Internet will soon permeate the spread of various industries, whether it is education, health care, such as the lighter services, or rubber, construction, coal, steel and other heavier industries, will feel this change. And the changes it brings to society are destined to be huge--based on the calculations given by the GE White Paper, if Internet support is introduced in the five areas of aviation, electricity, health care, railways and oil and gas, it is expected to save nearly 300 billion dollars over the next 15 years, assuming only 1% efficiency gains.

Wu Xiaobo, a well-known financial writer, said in a speech this May that the recent aerial satellite was photographed, and some counties in Jiangsu province and Zhejiang province were pulled out of the atomic bomb, all of which were uprooted, causing many people to lose their jobs. "Over the next five years or so, 50% of the traditional manufacturing sector will go bankrupt." "Wu Xiaobo predicts that companies that do not use Internet tools will leave the stage in the information revolution."

"It doesn't make sense for you to take first class in a sunken ship." "According to Wen Group chairman Xiahua in the industry Internet Conference on the scene that the sense of crisis is the best driving force for traditional enterprises to deepen change."

(Responsible editor: Mengyishan)