Small is beauty

Absrtact: 40 years ago, the British economist published a global impact and subversion of economic work: small is the United States-"Sgt is interfere", its subtitle: "People-oriented economics, directed at the industrial economy, put forward a human-centred, emphasis on small

40 years ago, the British economist published a global impact and subversion of economic work: small is the United States-"Sgt is interfere", its subtitle is: People-oriented economics, pointed to the problem of industrial economy, put forward the human-centered, emphasizing the superiority of "small-scale", to organize changes. Thanks to this age: 40 years later, the fertile soil of small and beautiful has already begun to come into being. Small front-end "and" Big platform "," rich ecological "organic combination of the formation of a new business ecosystem of information economy, it will be in the industrial economy of the traditional commercial ecosystem launched a revolutionary subversion, for tens of millions of grassroots people can, Fully release the individual pursuit of happiness, freedom to create the potential and space, to achieve human and natural, social sustainable green development. Scale has become the past style, "small but Beautiful" to guide the future of the network business. Small is the beauty of the network business, ecology and society has important and far-reaching significance.

Network business operators need to realize: the scale has become the past, the United States and not scale become an important feature of the information Business Society, the general trend, platform and the future natural growth of the ecological direction. Therefore, China tens of millions of grassroots will have more opportunities to small front-end embedded large platform to find their own positioning, that is the first to do the United States, rather than large scale, the United States and scale is not contradictory, many beautiful businesses on the internet can also do very large.

Chu Zechi, a sociology professor at Peking University, said: "Small and beautiful from the platform point of view, not only for the few to provide the opportunity to shine, but also for more people to provide more beautiful places, because for heterogeneous platforms, small sellers space has relative independence, competition does not necessarily exist, so I believe Taobao Bazaar along this train of thought has great potential. ”

The reason for the present small is beauty is based on three points:

1. Change of business society. The new business social transformation is influenced by four factors, the main reason is that the new technology of the Internet, that is, the reduction of tools and technology, can greatly release the potential of the individual to use information and knowledge to create, respectively, the trend of the range economy (scope rather than Scale), personalization and humanization regression, professionalism and social tendency. The new business social model can be described in nine words: New space, giant market and fragmentation, the new commercial pattern is "small front-end, large platform, rich ecology", can be simple translation for small is beautiful. If this is the potential, it needs to be guided and driven.

2, the network business development pain. E-commerce system adjustment period, we are still in confusion and the water even the stone is not the groping period, network business, service providers, platforms need to find the right positioning, the further deepening of infrastructure, that is, cloud computing, large data and B and C through the implementation of real-time collaborative value network development needs to directly hit the current development of the network business pain Point, For the network to create value for the business, shaping c2b new vitality, a total of innovative landscape. The current status of the network business is: New (many new sellers), small (personnel and business scale small), more (the number of small network operators), differentiation (over billion network operators and a large number of small network operators coexist), its pain point is: limited resources under the background of unlimited competition, how to open the door of the new space to seek survival and development? At this time to mention small and beautiful and put into action (double million), is the momentum and shun the line.

3, the development of the platform itch. The platform needs to recognize its position and the direction of the next step, the mission of the platform is to become a new commercial infrastructure to help the network to grow, when the platform's energy is growing, how to adjust the rules, better release the space for the growth of the network, the technology and tools, data to the fair opportunity to open to the network business, To create a good ecological system with the network business, is empowered to enable rather than control, so that most small network operators, small enterprises can have a fair opportunity to grow rapidly, to achieve more people's employment and entrepreneurial dream, this is the mission of the Platform, small is the United States is the Touchstone Test platform ability.

What is small is beauty?

Small is a small front-end, the United States is a sense of well-being and consumers participate in creating a cool product service experience. The small is the beauty refers to the information business Society, many platforms on the grassroots network, small enterprises and large enterprises within the fragmented organization (small front-end) have a fair opportunity to collaborate with the platform and the ecology, so that with consumers to create a cool product services and experience, and thus make people and nature, Social sustainable and harmonious development of the economic and social phenomenon can be universally established general law, the essence of the core from the new technology and scope of the economy. Note that the small is beautiful can not be mistaken for small are beautiful. It can be understood by Prahalad's ideas: Enterprise organization becomes smaller, obtains resources from platform and ecology rather than own resources (R=G), emphasizes consumer's unique experience (a specific consumer experience at a certain moment, that is n=1) to provide the beauty of the consumer experience.

Understand：

Active choice and careful carving. Small is the active choice after the insight pattern, the beauty is the best practice after the active choice. Active choice and small and carefully carved and beautiful, this is a new space in the living. The beauty of human nature and the sense of happiness. Small is beauty in discovering and creating beauty, awaken and carry forward the beauty of human nature, the realization of consumer and network, ecology, social harmony and well-being, because of the existence of fragmentation and scope of the economy, which has a very large space, which is also a network of consumers to create a level. Harmony between man and nature. Small is the United States: not the emphasis on small, but emphasis on the attention of millions of small, grassroots, small people, attention to the consumption of resources, attention to human and nature. The Internet empowers and frees People's initiative. Small is small front end (Small business main body), each small front-end focus on the fragmented products and services, small front-end embedded large network, the Internet infrastructure to improve the ordinary grassroots, in the scope of the economy-driven new space to fully release the network, service providers and consumers to create energy. The micro-economy of the information Business Society. Like the real-life alley in the specialty shops, roadside stalls, although small but inconspicuous, but the construction of the real business community microcirculation. Information Business Society will be able to fully release the creativity of individuality, meet the needs of individuality and the desire of the heart, the establishment of a huge small and beautiful cornerstone of the micro-economy to shape the health of the national economy.

The small beauty that emerges on the platform

Platform + supply chain, leveraging ecology, co-creation (mesh synergy) and network entrepreneur are the four elements of small and beautiful platform. On the platform the current emerging frontier of the small is that the United States can be grouped into four categories, these four types of accumulation will form a small and beautiful fertile soil:

1, Human beauty happiness. We have a hunch. One of the kinetic energy of this round of business change comes from the release of the human mind Energy, the individuality is only the outward manifestation, the inherent humanity return is the fundamental, this inside has the huge space. Human and nature, social harmony and sustainable development, this is the potential energy.

2, o2o-Localized life services and rural e-commerce, in fact, virtual channels with the combination of online product services, specialty shops, this is a huge small and beautiful fertile soil, will change our urban life services, change the countryside.

3, the fragmentation of innovation. Fragmented product and service innovation. The net trader has the deep insight to the consumer fragmentation demand, develops the design innovative product and the service to impress them.

4, personalized. Personalized customization to meet the needs of consumers, C2B will become a trend, due to the platform and ecological support, the small front-end can be integrated into a flexible supply chain low-cost low-cost Rapid response to user demand.

Small is the meaning of beauty

For the Web: The scale is the past, the beauty, not the scale: the success of the new space lies in the switching of business thinking, insight and the use of new business infrastructure. Small is beauty is the cornerstone of information economy and ecology. The reason is: 1, small and beautiful diversification of the economy to build a healthy body; 2, Fu can in small release network business creativity is the platform and ecological benign cycle development of the fundamental and vitality of the source; 3, to achieve human well-being and human and natural harmony and sustainable growth.