It is widely believed that the Internet destroys traditional retailing business

When Mr Ma and Wang Bet, it was widely believed that the Internet was destroying traditional retail business. There is a famous "Su ning Predicament" as a certificate: Suning has a large number of physical stores, when it does online shopping malls, it is in the leather of their own to start the chain of life. But it has no choice, and the electric dealer is sweeping everything.

The logic of the PC Internet age is the enterprise to burn money, through Low-cost, free, access to a large number of users, and then find ways to change the flow of traffic. If the traditional business is cicada, the electric dealer that the PC Internet generates is mantis. Cicadas either wait to die or become mantis. The problem is that you don't have the gene, you can't butt it, you don't have that much money to burn. In fact, you're dead.

That's why the giants of the PC Internet age are always willing to talk about subversion. PC Internet hate diversity, no blossom, only Life-and-death.

But now, the seemingly ironclad outcome has been changed almost instantaneously. The mobile Internet, represented by micro-letters, has brought the gospel to the shivering traditional business. With the PC Internet age users are just a cold ID, a PC may sit behind 10 different people, a mobile phone only one person in use, is the only, and is almost always available, its users are the real sense of people. What does that mean? The mobile internet essentially opens up an era in which users can know exactly who they are, and the mobile phone user has a pay habit. This is not exactly the traditional mode of business: A piece of goods sold to a specific visible person, the transaction process accompanied by emotional exchange. Yes, emotion. PC Internet era is that no one knows you are a dog-users are just a huge ID in another, no face, do not directly produce value. Mobile Internet makes enterprises and users very easy to form a "fan" relationship, enterprises are very likely to become the user's "pet" and be "support." So, for the traditional business, the mobile Internet is not a subversion, but an upgrade: Originally you came to my shop to buy things, now you can contact me through the mobile phone and complete payment, more efficient.

With mobile internet, traditional business can finally bypass the PC Internet this giant mantis, away from the miserable situation. In mobile commerce, traditional companies even have income in the beginning, because there is no need to search for mass users aimlessly. This is a huge amount of money to burn the PC Internet unimaginable. If you do well under the line, in a field of deep operation (that is, I recently said "have the system"), then, coupled with the mobile internet to provide a self upgrade, constitutes a "heavy vertical", you are invincible.

If the mobile internet will also bring subversion, the most likely to be overturned by it, is not long ago also belittlin from the male mantis. Mobile Internet is the oriole that the day knows how to come, it makes the PC Internet shiver (think of micro-letter let Taobao from trading platform into the possibility of trading barriers), but with traditional business natural fit-again, it is just the traditional business upgrade version! Of course, in the mobile internet age, mantis can also change, but, compared to before, the traditional small company's road suddenly become extremely broad.

Over the past more than 10 years, many of the innovations of the PC Internet companies, the mobile internet era, traditional enterprises to use the mobile Internet to innovate the possibility greatly increased. The mainstream VC has noticed the phenomenon, noting that the innovations in the traditional field may be ignited by the mobile internet. Suddenly a group of small and medium-sized traditional enterprises become the object of investors chasing, and in the past, they are with investment insulation.