The first time I saw the Internet anxiety disorder is in the "China Entrepreneur" magazine

The first time to see "Internet anxiety disorder" in the "Chinese entrepreneur" magazine. Yes, I've been a little anxious lately, but I can't find the exact words to express it, but the word sums up my mood exactly.

Internet Enterprise market value easily surpass traditional enterprise

I have moved from the so-called internet industry to traditional hotel industry, has been 12 years, although very hard, very tired, but I think the results are good: Although the start of the latest, but in all aspects are constantly surpassing the first home, slowly has become China's hotel industry's "top." Plus I started a few companies, but also often by some new entrepreneurs please introduce "experience."

I remember in a small restaurant in Guangzhou, only the Shenya and I ask for business start-up and financing things. I could not remember what I had said to him, or whether it would help him or not. But today the market value of the only product will be 5.8 billion U.S. dollars, has been our 3.5 times times, and even surpassed Ctrip! I've been doing this for nearly 10 years as a traditional enterprise, and has been easily surpassed by a young Internet company! Even the so-called internet started Ctrip also did not survive (where to carry the impact of Ctrip is also very large, the market is less than a year, the market value is more than half of Ctrip)!

There is also at IDG Annual meeting, I swear to claim that they will live in China to make 10 billion U.S. dollars business, Taiwan is also a round of applause, give me a lot of encouragement. I think it's quite remarkable. In the back of my speech is just lei, he made millet than I was late, the last round of financing has been more than 10 billion dollars! It's not on the market yet, it's 10 billion! Shame, shame!

Hotel industry is not good to do, are some hard work dirty, business cumbersome, many links. Economic chain more difficult, both good and cheap, the cost is slightly higher, the profit is gone; 365 days, every day to increase the eyes, can not make any mistakes, every day to do business, which day almost, back to desperately fill.

You see others, touch the light of the Internet, change the new play of the Internet, the market value of lightly loose is surpassed us. Light from the market value, is several times, dozens of times times the gap. And do not say who is stupid who smart, the ancient words "tiandaochouqin", we so hard, so hard, nothing to use? Where is the heaven?

Internet anxiety is the age sickness of all enterprises

Another anxious thing is OTA. With the popularity of apps, Ota are all recount, but also a comprehensive service platform, but also mobile phone portal. With a small screen and limited capacity, our single app is hard for users to keep on their phones. The proportion of the eye watching Ota rises a little, in the mind anxious. The original OTA every room to earn more than twice times the money we have, with the popularity of mobile internet, but also from us to rob more market share. If we go on like this, we will be reduced to earning hard money.

Is Ota's life better? Not necessarily. After building the chapter back to Ctrip, the drastic adjustment, work day and night. It is also the purchase and investment. In addition to dealing with from where and the Arts Dragon competition and eating, but also beware of Ali and Tencent's shoplifting. It's really painstaking!

Is Bat's Day better? Ma Yun was Tencent's micro-letter was hard, also in obvious anxiety: the internal force to promote the "exchanges", hastily launched mobile games, acquisition of micro-blog, or even 360 of the news of a share of shares (Ma once threatened: Ali and 360 never cooperate!) ）！

Where's ma? It may not be easy! And look at his passage: The Internet age, mobile internet era, a business seems unbreakable, in fact, there is a big crisis, a little grasp this trend, in fact, very dangerous, before the accumulation of things may be destroyed.

......

It seems that everyone in the anxiety, are in the tangle, are struggling to think and seek. The reason we all worry is the Internet, mainly the mobile internet. Like the internet wave 14 years ago, every revolution in information technology brings infinite imagination to the business world, and it also brings about the crisis of transition and the panic of being eliminated.

Online Enterprise life cycle is shorter

When a problem has no solution, look back at itself and review history, maybe find a direction and find the answer.

Before 1949, China appeared a lot of "king", such as Scissors King Zhang, Zongzi King Five Fang Zhai, flour king Cotton yarn King Rong family, roast duck King quanjude, match King Hongsheng, King Balm aw ... These are closely related to the daily life of the people of the industry, they in the rise of the capital era, quickly become a leader in various industries. After liberation, most of them were nationalized, and there are still parts active in their respective fields. We recently invested in the whole poly de is a very good hundred years old shop, Poly Tak has been more than 150 decades of history, has surpassed Ma Yun 101 years of Business dream.

Then look at the present clothing, food, housing, line in all areas of the "Kings."

Uniqlo current market value of 40.8 billion U.S. dollars, McDonald's 95.1 billion U.S. dollars, just listed Hilton 22 billion U.S. dollars, Southwest Airlines 14.6 billion U.S. dollars, it seems to be the same line of the champion. The characteristics of these traditional companies are: long history, stable profitability, size and market value are not small.

Think again, 50, 100 years ago have Internet enterprise? No. In the era of new technology, the production and elimination rate of High-tech companies is too high. Hewlett-Packard, once a business-school case, has been a wind and rain, Yahoo has been replaced by Google, Facebook has stolen Google's thunder, the 200 billion-dollar market value of Nokia, the Apple run is hard to continue the bank, 7 billion dollars cheap to sell to Microsoft; Holding a regiment to keep warm can only linger. After 50, what about 100 years from now? I can responsibly say that there will certainly be more start-ups, with new technology, to subvert the current big stars, today's flourished start-ups, can be left too much.

Take a look at today's world-class hotel group, which is mostly over forty or fifty years old. Hilton was founded in 1919 for nearly a century. 50, 100 years? I believe people have to sleep and have to stay on business. Therefore, we provide the basic physiological needs of the enterprise will still exist, as long as we do not have problems, to establish a solid foundation and structure, at that time, China will have the opportunity to stay with the Hilton together, among the World Hotel group list.

The online enterprise is good, the scale can be enormous, can reach hundreds of billions of dollars of scale, but the quantity is very few, so the competition will be very tragic, life cycle will be shorter. Just like the night-blooming, very beautiful, but only a present.

Those online business is beautiful, very great, I envy this extreme feeling! Even with such ambition, there is no such chance. Shing, I think I am engaged in the accommodation industry is also a very good industry. The lodging industry is sure to survive before people invent a way to sleep. This industry, which is close to people's basic living, will be more durable, more stable and more yuan.

Using Internet spirit to build traditional service industry

After the above thinking, I labetalol some. But must not stand still, behind closed doors, but to do their own part of the matter, and training good basic skills on the basis of embracing the Internet!

Now a very fashionable word is O2O, that is, online to Offline, refers to the offline business opportunities and the Internet, let the Internet become the front line trading. Now the popular O2O enterprises are Internet enterprises, such as the public Comments network, group purchase sites, the traditional service industry most Chinga, as if they have no relationship. In fact, the concept of O2O is very broad, as long as the industrial chain can be involved in the line, but also related to the line, it can be known as O2O.

In the face of such a mobile internet revolution, it is no good to be an ostrich. Based on the Internet Ota, every night to earn money has been our entity enterprises about twice times, the market value by amplification is reached 7, 8 times times higher. If we do not think ahead, in the mobile Internet further changes in the tide, the profit will be less and more, and finally, can not escape into the fate of the migrant workers to earn hard money!

10 years ago, when I first entered the traditional industry, I put forward: to build the traditional industry with it spirit. Today the Chinese hotel industry really has the competitive strength, is adhering to this spirit of the enterprise.

Today, I want to further adjust to: Use the spirit of the Internet to build a traditional service industry. Not only to use the Internet technology, but more importantly the internet thinking.

What is "internet thinking"?

Internet thinking is relative to industrial thinking.

The standard mode of thinking in the industrial age is: mass production, mass sales and mass communication. But in the age of the Internet, this important Trinity has been deconstruct.

Because of the development of industrialization, products and production capacity is not only no longer scarce, but a great excess; the product is presented in a more informative manner and the channel monopoly becomes impossible; most fundamentally, media monopolies are broken, consumers become media producers and communicators, and through one-way, broadcast production of popular goods, The pattern of inducing consumption is no longer a good practice.

We are ushering in an era of consumer sovereignty, consumer equality, consumer democracy and consumer freedom. The power of key players in the original supply chain, such as brands, distributors and retailers, is diluted, declining or even ending. In the era of consumer sovereignty, consumer information is more and more symmetrical, traditional interest groups on the value chain are more and more difficult to consolidate their own interests barriers, traditional brand hegemony and retail hegemony gradually lose the ability to dictate. The power of discourse has shifted from retailer to consumer, and consumers have built and strengthened this autonomy through the media.

Internet thinking is a kind of user-orientated thinking

Previous companies will also speak of "customer first, product is King", but this slogan is either a self-styled, or out of the moral self-discipline of business owners. But in the digital age, "user first" is the criterion you must follow, you have to sincerely please the user, because the user reputation and praise into a valuable asset.

The mobile internet has further subverted existing business value systems and references. In the past, retailers and brand makers used to brag, and the core of the fan economy was a sense of engagement. We must actively invite users to participate in the entire value chain from creativity, design, production to sales.

The mobile internet has also subverted the law of value creation. We must return to the nature of business, find the user's real pain point, itch point, create value for customers. As Lei said: Make a product that screams the user. If you only provide the consumer value of the commodity itself, because of the large number of homogeneous products, fans are not motivated to buy your things.

Comments and buy "nothing" monopoly channels

In order to distinguish the current O2O concept and to better interpret the O2O ways of our traditional industries, I have put forward the concept of O2O2O.

The first O is the offline line, which is our product and service, which is our foundation and fundamental. In this network age, we must use Internet means (online) to spread, to sell our offline products and services. This is the first O2O (Offline to Online).

Users online to buy our products and services, must come to our offline physical store to experience, this is the second O2O. It's O2O2O. I use a triangle to represent. Below this edge is our solid bottom line foundation, this also is we depend on the survival and the competition fundamental. The top is the Internet tool we must use to improve our awareness, improve our operational efficiency, and improve the user's experience throughout the process.

Many emerging internet O2O companies are doing things that are "out of the box". The use of services and products of the surplus, with the business to get a good discount, to attract a large number of customers, Low-cost wholesale low-cost sales, the United States its name Yue "buy." Collect a group of user evaluation, to the merchant rating rankings, and then try to business or users to collect money, this is called "Comment network." Once they amassed a huge user, as in the past distribution channels, the monopoly of business and user communication channels, there will be a strong voice, will be on both sides to earn excess profits, but more to the business to squeeze High Commission. In the past, the Gome and suning of the industrial era were the channel monopolies of the previous generation.

For small businesses and dispersed businesses, these new O2O are helpful, at least in the interest of not exceeding the critical profit point. But for big brand groups, it would be disastrous to rely on these emerging channel providers. Because these new "intermediary" more easy to precipitate users, more easily adhere to users. With the promotion of socialization and mobility, the situation of "branding" will also be produced.

For China's traditional service industry, in fact at the same time in the experience of branding and branding of the two contradictory and unified process. Because China has long despised and suppressed the service industry, the brand trend is obvious; but the rise of the internet, especially the mobile internet and social media, has played a role in diluting the brand, creating a tendency to "go brand". In these two contradictory tendencies, we can deal with the twisted upward force.

The ideal of living in China is to become the "King of the Line"

The traditional service industry must have the internet thinking in order to find its own positioning and core value in the new pattern. The O2O2O model that I proposed (in fact, the O2O model, which is only more explicit and differentiated) should apply to most traditional services.

Does the future need "intermediary" and intermediate channels for this variant? Is the future brand group still the model today? Worthy of our thinking and exploration. For example, Hotel group, from the first heavy asset model, evolved to today's light asset model, brand and management-oriented. Should the future hotel group evolve into a brand + management + channel model?

With this kind of thinking, we will try and explore further. The ideal of living in China is to become the "King of the line"! I firmly believe that: the development of any technology, can not replace the offline entity experience. For example, the hotel does a good job of products and services, the restaurant to make delicious dishes, is always our offline enterprises the most important core value, online platform can never replace this kind of experiential service. The mobile internet provides us with a more effective means of communicating and trading with our users, and requires little or no third party involvement. We dock our core values directly and end users, making them convenient, fast and inexpensive.

Under the domination of such a concept, Hua-live only hope to become the world's leading hotel industry, become tens of billions of U.S. dollars of the company.

There is anxiety, there will be thinking, there will be a breakthrough, there is a breakthrough, there will be a bright future.

O2O2O is our cure for Internet anxiety Disorder!