The internet will quickly subvert many traditional industries

The internet will quickly subvert many traditional industries. These two years, such words listen to many, some "wolf", let a person gradually numb. However, inadvertently, taxis this tradition but the industry, a huge change overnight, how the Internet really meticulous and profound changes in the world, gradually clearly in front of us.

Today, open a taxi app, a passenger-centric, you can see how many taxis are in the vicinity of his hospitality, the driver-centric, you can see how many people are in the vicinity of his taxi, and how many people are willing to increase.

Passengers and drivers are no longer randomly encountered in a mutually exclusive situation, but can be found on one app tool. It is not difficult to imagine, in the future, the taxi app can also provide more possibilities.

Change is natural. Its starting point, is in the passenger, the driver all on-line (online).

Before this step, all the passenger and the driver's connection is only the roadside encounters, after the passenger gets off, and the driver also basically no longer has any contact, this is off-line (offline), but once uses the taxi app, he and the driver began to establish a kind of connection.

On the line, just like a key, lightweight a turn, opened the data age gate.

Connection: Online or not, survival or death

On line (online), the encounter will be found, find, match these words instead. Everyone benefited from it, but the taxi company would be uneasy. Managers will have to consider what additional value they can provide to passengers and drivers.

Such unease would not be the sole anxiety of a taxi company.

UnionPay is feeling the pressure of mobile payments. When customers pay in the restaurant, paid with UnionPay, or with mobile payments, there seems to be no difference, but the two are essentially different: the former offline (offline), the latter online. After using UnionPay, customers and restaurants are basically no longer connected, and if a customer pays for Alipay or tenpay, he and the restaurant began to connect with each other can more contact or understand: The restaurant's Word-of-mouth, when there are new dishes, when the discount, whether the customer live nearby, the preference or light, like tasting or old-fashioned ...

The fund industry is also being stimulated by the newborn baby. As a financial innovation product, the balance treasure in less than a year time to aggregate more than 80 million users of small funds, and it's essentially just going to raise the funding channel this link is "online", the first time in the world to let enterprises at a very low cost of service to a large number of users-in the traditional scene (offline scenario), which means that the huge cost, Almost impossible to achieve.

Taxi app, mobile payment, balance treasure are not the case: Ctrip will hotel reservations, ticket sales online, express Company will be its service links (collection, inquiries, complaints) online ... These startups (platforms) are only in the "online" step, has significantly improved business efficiency, a short period of time to win millions of million, tens of thousands of users--in the traditional way, such user aggregation, user habits, not experienced a long period of time is unimaginable.

The starting point of the Internet is that any commercial action can be online, and the survival of enterprises, development space, but also in its more behavior online breadth, depth and speed.

The online process has begun, advertising, media, E-commerce, logistics, finance, education, medical, a industry is being accelerated to be added to the online catalog, the attempt to new play companies are in a batch of accelerated emergence.

Online is the enterprise's active choice. In the internet age, the business process of an enterprise, whether online, how many links online, the core link is online, determines its living space and development prospects.

More directly, the difference between online and offline is the difference between "participants" and "spectators" in the internet age, which is the basic question of "survival or extinction".

Interaction relates to user experience impact decisions, drive decisions

Using a taxi app to finish the car, the driver and the passengers give each other an evaluation, this is interaction. After online, the crucial next step is interaction, the mutual feedback of people, people and things, likes, dislikes, evaluations, conversations, and subsequent improvements, feedback, a process by which a user and service provider interacts through a product, and is two-way.

The on-line provides the technical possibility for the interaction, after on-line, the enterprise first has the possibility which the massive user has the direct interaction. At the same time, interaction is the basic driver of the online, without interaction, the connection is only cosmetic.

In traditional business, the success or failure of an enterprise depends most of the time on the accuracy of its assumptions about the needs of its users. and in the Internet age, through interaction, the user's attitude in the first time can be seen, because the user with you "talk", which makes any one has "user-centric" the intention of the enterprise really have a " User-centric capabilities.

Why is interaction so important? Interaction is about the user experience. All times the business is focused on the user experience, but only in the Internet era, the user first, the ultimate user experience for the first time to become the only fulcrum of commercial competition. Users give feedback, the product can be optimized in time, but a product optimization, a large number of users can experience the first time, and then give feedback ... This process is constantly reciprocating, the product continues to iterate, the ultimate user experience is therefore possible.

Interaction can be from very simple, such as point of praise, to give comments, suggestions, and even to AB Test. The public comments on the customer's evaluation of the restaurant, Taobao buyers on the seller's evaluation, etc., is essentially an interactive process. Tesla car is the latest example, it is based on the actual user behavior, real-time use of data and feedback, without remote recall, can upgrade its product system at any time, enhance the user experience.

With the interaction, there is the possibility of moving towards C2B. The clothing brand Gloria realized the interaction to the production link value. Each season before the launch of new products, they will be in Taobao shop home at the same time launched hundreds of product, according to the buyer's browsing, purchase, evaluation to analyze the popularity of the product, and then determine the number of costumes for each type of production. As a result, its inventories fell by more than 70% and the benefits rose markedly.

The user's feedback to a large extent will affect the enterprise decision-making, test the enterprise to the future survival way understanding. Bringing business processes (value chains) online and interacting with users in real time means that the enterprise must at least "give" some control to the user. "Interaction" affects decision making, "interaction" drives decisions, meaning no longer is the control of the mind, is no longer the logic of the plan.

Networking breeds real innovation in the internet age

Still a taxi app, where passengers and drivers can find each other efficiently on the line, but apps can offer far more than that: if you get through with the navigation, the driver may be able to plan the optimal route according to the passenger demand; and the logistics to get through, accurate matching, the driver will be able to carry passengers at the same time may deliver small parcels; , passengers may be able to receive immediate taste, Shun Route restaurant recommendations.

This is "networking". From point to point links, it becomes a network structure that is interrelated and affects each other. The process of starting from point, going to the chain and finally moving to the net is the process of moving from the traditional, linear and controlled supply chain model to the cooperative network.

In the internet age, even when online and interactive, a product side is still a lonely node. When the node and the node begin to join, extend, blend, or the node and the prior platform docking, the process of generating data sharing and aggregation, "network" appears. For the vast majority of traditional businesses, once online they are in the internet age, and only "networked", they are able to integrate into the internet age, in the fusion of data value, to obtain a broader commercial space.

Taobao is a typical example of "networking". Through the network interconnection of sellers and buyers, put the supply and demand on a large platform, the efficiency of the market has been significantly improved, and as more and more sellers come together, their common needs serve to create third-party service providers such as shop decoration, marketing design, customer management, and so on, and new species grow out of Taobao's biosphere. And when the buyer's demand in the "networking" polymerization, through the sales end of the "interaction", the upstream supply chain into the "network", so that its depth and breadth and continue to extend.

DMP (data-management Platform, data management platform) for advertising innovation is also a typical example: advertisers in this platform to share customer data, through data aggregation, so that the platform to obtain more customer description dimension, but also to the customer's description more accurate And this, in turn, allows advertisers to match the platform to more than the original number of customers, a much more accurate target customer base, so that the advertising finally truly become a precise delivery of the art, the effect can be accurately measured, the benefits doubled.

This is a chemical reaction brought about by networking. Connecting as many relevant parties as possible in specific areas, breaking the boundaries between firms, and creating new ways of creating and distributing value by market. After "Networking", the value of an enterprise depends on the breadth and depth of its connections in the network, as well as the degree of data flow, which affects the quality of the feedback it obtains from the network, and the strength of the data increment.

All traditional industries will eventually be "networked". Tesla is already the real first generation of internet cars, and we can imagine what a revolution Google is experimenting with in driverless cars and cars as an example of the industrial age. We can also imagine the revolution in the medical industry, the real-time online data network built by embedded medical devices, the Internet of things that each bottle of pills tracks in real time, not to mention genetic research based on large data and computational power.

The future picture will be this: everyone, everything, any place, time, forever online, real-time interaction. In this picture, we must imagine that the concurrent, step-by-step, real-time "network", which is the core of the internet age.

In these sense, "online", "Interaction" and "networking" should not be the same value for the future era. "Online" is the promotion of traditional commerce, enterprises and customers gradually "interaction", so that B and C of the single line of increasing value; but only after the "networking", B and B, B and C,c and C for a comprehensive interaction, the value of the network is truly highlighted, creating a new possibility.

If "online", "interaction" is the traditional industry of the internet, then "networking" is pregnant with the internet era of real innovation. From financial internet to internet finance is such a course--balance treasure, micro-credit payment and other products, only provide the channel of aggregation, its data value is not released, they are only the Internet of finance, but can imagine, once borrowing, financial, investment banking, and all kinds of derivative financial business, these In order to bridge the information asymmetry as the core value of the traditional financial services, are redefined on the Internet platform, the traditional financial industry will face how subversion.

At this point, to examine the vitality of an enterprise in the Internet age, there is a clearer criterion: first see whether it is "online", the various business processes, the number of "online", the key process is "online", which measures the internet level of the enterprise, and then see how much it completed the "interaction" concept, to a large extent to "Follow" The user's feedback to optimize their own products and services; Finally, and most critical, to see whether the company really embraced the value of Internet innovation, see it in the non-business linear flow of other nodes on the "network", whether with the whole network of interaction and exchange, and therefore the resulting new processes and services.

As more and more individuals become more and more involved in the process of "online", "Interaction" and "networking", we will see that the industrial age is moving towards the age of the Internet and the data age.

Data Age: Platform, live data, cloud

From the point of view of time, the real development of the internet is the first "joint", then "mutual", eventually become a "net." In the entire network, people, PCs, or mobile phones and wearable equipment, or a box of drugs, are no longer an information island. Their behavior, will naturally record, in the form of data precipitation on the network platform. Such a large amount of data, any initiative to collect the behavior, it is difficult to imagine its cost.

PC Internet to mobile internet greatly reduces the cost and convenience of real-time interaction. The next development direction is the Internet of things. On the whole, the online boundaries of the network have been growing. Ultimately let anyone, anything, at any time and any place, is always online, real-time interaction. It is clear that this trend is irreversible.

After networking, points and points will remain interactive: buy, search, praise, read, collect ... The more frequently the data flows between points and the wider the degree of data sharing, the greater the value the nodes derive from the network. On the Platform of node aggregation, there is not only interaction between B and C, there is also a lot of interaction between B and B,c and C, for data exchange.

For example, Taobao buyers will decide their own shopping decisions through other buyers ' evaluations. And sellers can also form a business circle, the way of the Federation, sharing data, each other recommend customers. If the platform is unable to provide these depths of data exchange, buyers and sellers can only be closed and isolated linear communication, is not a network structure. So the platform is just a convenience more than the traditional means of communication, and its business behavior is still a traditional enhanced version.

Platform is the first place where the market supply and demand match; At the same time, the platform through the tool design and the mechanism construction, makes the connection easier, makes the interaction more full, causes the product and the service iteration to be quicker; third, the platform provides innovators with "Hydro coal", typically computing power and data value-added services, such as cloud computing, This is the key to making innovators choose where to innovate.

More importantly, in the data age, the platform is no longer just a business to show products, access to traffic, and really become a place for data aggregation. Data aggregation is not only to share, but also not only exchange, but through organic integration, is the data to play 1+1 far more than 2 of the effect.

The most important feature of large data is not the size, but the dead and dead. In the case of enterprises, the data of the dead and right to determine everything, from data management to the use of data. The data must survive and start running through iterations to produce lasting value.

The data we know before is cold, lifeless, and is kept in a cold backup silently waiting for people to take it out, we feel very negative about the data, we need to think about its usefulness before starting to analyze the application. Now that the data age is coming, people are trying to ignite the data to make it hot and give life.

The so-called "live data", is the dynamic data, the flow of data, generated by interaction, due to the interaction, is the natural evolution of data, never stop. The ubiquitous equipment in our lives, including computers, mobile phones, smart appliances, sensors and so on, are always monitoring behavior, real-time data generation, a bit to depict the layout of life under the line. Data is no longer a history textbook, used for retrospectives and rewinding, and today the data map is the portrait of the world. As in the real world, this picture is vivid and delicate, and it changes in real time, and evolves with the world.

The thought of living data revolves around the following questions: How can real-time data analysis help make decisions? When designing a product, how should our interactive interface be designed to generate and update behavioral data in real time? The continuous scrolling of data, can make the interaction between customer and enterprise become more weight, more valuable?

Simply put, the future of all successful Internet products is the standard form of cloud + end. The so-called Cloud + end, refers to the product application interface (that is, the user sees the terminal app) and cloud computing power. The two are yin-yang relations. When the user touches the end, its behavior will produce the data, which is processed and processed by the cloud, and returns to the end, which makes the user experience richer and more exciting. Therefore, the cloud and the end are complementary, and the flow of blood, is living data.

So, conversely, the interaction mentioned above is also the basic concept of product design. Any feedback from the user must be returned to the enterprise. These feedbacks, preferably live, are real-time, are used to optimize the experience, not to record the hidden in the database and then throw the brain behind. As a result, it is an interesting move for users to operate a business app in return. This continuous interaction model is the best portrayal of the enterprise and the user to create value together.

Data age, what is competition?

After the joint, mutual, net, all behavior, or relations, all in the form of data precipitation on the platform. Platform-type enterprises, such as Alibaba, will be open to these data, but also to provide data tools for each node on the platform analysis, to get what they want. As a result, enterprises, innovators can easily find their own market space, and according to the data for all business decisions. For companies on the platform, these data added value is the most attractive platform for them, but also the growth and development of these enterprises nutrients.

Thus, the platform becomes an ecosystem. For the enterprise that provides the platform, the more abundant the species, the more complex the ecology, the more data will be deposited, and the more the platform will be stimulated to provide more data value-added services. Nodes and platforms thus form a cooperative evolution relationship.

In the internet age, data assets are already the most important asset. Review of business history, the past to determine the basis for the success of business, generally are tangible intangible capital, natural resources, market share and so on. In the industrialized age, every small business or entrepreneur's dream is bigger and stronger. After being lucky enough to become a big business, the next strategy is to create a threshold to prevent an opponent from imitating, and to push yourself down again. The core of the whole strategy is the capital competition, how to reduce production costs, how to please the capital market, how to build the insurmountable obstacles to small capital ... Whether the enterprise itself is creative and innovative is the second.

Such a cycle, in the internet era will be broken. Point-to-Point connection is ubiquitous, data aggregation platform appears, soil, air, nutrients are available. Any small business, or individual, as long as can create value for a specific group of people can rely on the platform to easily find customers, and through interaction with customers, iterative optimization of their products, and constantly improve the customer experience. Even if a very unpopular, narrow demand, as long as the platform to show, gathered to a certain level of magnitude, will naturally lead to new products and services appear.

This is the true advent of the knowledge-based economy era. The intellectual value of the Knowledge Worker (Knowledgeworker) will be released as never before, and the threshold of land, capital, and relationship in the past that determines whether entrepreneurship can begin will no longer exist.

On such a platform, an independent special-line innovator can compete with a large company for their ability to innovate. In this pattern, the organizational structure within and outside the enterprise will be designed to better encourage innovation. The centralization system, the linear control and the hierarchy system are no longer necessary in the industrial era, they will let the center of the internet age, the social division of labor, the distributed decision-making. Whether or not the organizational form of "Company" needs to be retained is questionable. Because the direct relationship between "platform-innovator" will naturally remove all redundant nodes.

In such an ecosystem, the consumer's demand will become the center, his instruction will naturally produce a piece of division of labor, collaboration network. Moreover, the net of division of labor is richer, collaboration will be real-time, socialization. Consumer experience will also participate in more design, production links.

The internet age has made most traditional enterprises fear because the future organization has broken free from the shackles of mechanized control in the industrial age, and has gone towards an uncertain ecology. Disruptive innovation can happen at any time. Human imagination and creativity will lead to what kind of evolution, no one can know. The only thing we can be sure of is change in the face of tens of millions of variables and opportunities for future internet change.

Internet--Mobile internet---------------------------------- Who is big who is small, just a relative. Alibaba and Tencent are now giants, it is hard to say, five years later, dinosaurs or sheep. Yahoo America is a most standard Internet company, its Xing also Bo, its "defeat" also suddenly, to today almost a complete cycle. But in the era of knowledge economy, the door of innovation has just opened, and giants, small businesses and individuals will find their place in the network again.

The "App+data" model based on online and large data computing capabilities will be the basis of future business. With the combination of app and data, efficient and complementary can provide continuous and perfect user experience and truly win the future.

At the dawn of this era, no business can think that it has defined the future. When many people still relish the news of the Internet, happy to predict the survival or death of the Giants, perhaps they do not know, no one can easily catch the car in the big times, the first extinction must be the future of the unsuspecting audience.

If one day we live in the ideal of the Internet era, it must be the entire ecological circle of all species together, the results of a collaborative process, subversive innovators and the whole ecological circle win. Any enterprise, facing subversive innovation, the only way to deal with it is to change themselves and embrace the future.

Wen/Zeng