The nature of mobile Internet prosperity: individualized information

The good news about mobile Internet is that more and more attention is paid to individual needs and values. From the commercial evolution, this is the beginning of the Internet era to pay attention to the same enterprise value, will maximize the impact of traditional enterprises and the restructuring of the industry pattern. A brief description of the relationship between the Internet and the mobile Internet is the vertical progression of market demand: Companies that have emphasized "keywords" from the internet era have developed to the individual individuals who now attach "labels" to the mobile internet. The process of this need has evolved to be accurate: a large number of star companies created in the internet age have been spawned to serve the individual as technology advances. This has long been a global issue: In terms of global markets, the mobile internet has gone faster than anyone had expected from the old market. In China, too, we value the values and opportunities that it brings, and make positive attempts. But in the face of a socially universal reshaping of the industry, China's market performance seems to have obvious deficiencies: we are keen on the features of the app, giant trends, design advantages, market conditions of these surface morphological features, but for the new era of market switching, brand re-establishment, business model innovation, industry ecological Integration analysis and discussion of very little. This once gave me the impression that Chinese companies are influenced by cultural characteristics and that habits are mild before change. Even with some scepticism, have Chinese companies been fully prepared? 1. Mobile Internet: New changes Now there are a variety of ideas to explain the mobile internet, the most ridiculous is that the mobile Internet is the continuation of the Internet. This way of thinking is no different from years ago: When mobile communication comes out, said the mobile phone is the complement of fixed-line, the result panic regret struggling to catch up; when the Internet audio and video comes out, also said is to the traditional television supplement, the result causes the television opening probability vertical descent; the smartphone appears, also said cannot subvert the communication function the basic use ... Such examples abound. Here is a solidified, hardware-style, "nothing more than an option" of the carrier thinking exists. I think that behind this statement is the lack of market thinking and judgment ability. The internet economy is operated by the enterprise as the market main body, then provides the content information between the enterprise or the enterprise (according to the business-to-business model), delivers to the consumer market through the platform (the business model). Take a look at today's mobile internet reality: 1, the market main body is changing, mobile internet mobility and independent choice, will gradually break through the traditional market geographical and information restrictions, the market decision right has been provided from the Internet era of enterprises, into user-led active acquisition (O2O mode); 2, On the market demand side, the mobile internet also has the highly personalized consumption characteristic, the same hobby label makes "the individual demand" brings together "the comprehensive individual demand", affects the mobile Internet enterprise to provide the product (C2B mode). It is expected that the integrated individual will gradually become a determinant of the market's good and evil, and may accelerate the overall popularity of "individual-affected individuals" (Consumer-to-consumer model) – The mobile Internet, which is underestimated by reality: and the PastCompared with the "complementary thinking", mobile internet is faster, the market is the main body, the market demand for a comprehensive update, bringing about the social significance of comprehensive economic renewal. Back to reality, mobile internet shouted for several years, high-speed development at the same time, is to ignore its more possibilities of empty and lag. Thinking about these problems for a long time, I try to find a way from the angle of industry observation to share: from the individual collection of urban economy, to pay attention to and identify the urban economic characteristics of the enterprise changes, and then jump back to the basic issue of mobile internet age: How to improve services for integrated individuals. 2. The essence of Internet economic Prosperity: Enterprise Information Platform We try to choose the Internet economy era, urban economy and the city's enterprises, as a breakthrough in the market effect of mobile internet era. This should focus first on the market characteristics of the existing urban economy: assuming that the domestic Beijing, Shanghai, Guangzhou, Shenzhen, several major cities in the current collaborative relationship for example, a rough show "a good brand wallet" of a business chain, we can easily define: information resources centralized Beijing, good at brand and public Relations affairs Shanghai's international financial Circle, which is responsible for industrial observation and capital expansion; in Guangzhou, where foreign trade is evident, the focus is on selection of design and process materials, and in Shenzhen, which is close to basic services and human advantages, and is responsible for optimizing supply chain processes, production standards and logistics assurance. The process may also be the birth of "five elements" such as Hangzhou, the integration of resources into the "wallet" of the carrier, and then spread the business outside the basic marketing channels. This is the real situation of the Internet business era, behind the same decision-making confusion faced by different enterprises: 1, a social circulation of goods, you can make a number of different cities to show the collaboration of the keyword description. In order to highlight the competitiveness of products, where is the preferred place of business of the enterprise is very important; 2, the enterprise of this product how to compete with peer enterprises, the existence of the maternal city ecological Information differences; 3, how the enterprise in this chain of resource allocation, become the important basis to affect the business results. Behind this judgment, there are more extension of thinking: the example of the goods and city names at will be replaced, you can bring different industries and urban key word division of labor, enterprise characteristics and operating results of the myriad changes. It is the natural development of the traditional market and the government regulation policy that make the city economy basically form, and with the appearance of "Internet" of the information innovator in the traditional market, it gradually causes the disintegration and destruction to the traditional market. The internet economy has been highly mature, in reality we can be seen everywhere, every city economy enterprises no matter how the changes, today must be inseparable from one, that is already ripe Internet. Behind this is an important market judgment logic: The Internet is mature, it is to solve the three kinds of decision-making confused "internet thinking" of the birth---in order to break the reality of traditional enterprises dilemma, the product and business activities on the Internet "platform" to achieve the current Internet economy brought about by the new pattern. Combined with examples this is very good to understand, "internet thinking" behind the essence is for enterprises to crack the urban economy and market information between the difference.The internet economy is booming because it can meet market demand faster, form brand and interaction, and promote sales and service. How important is this logic? We can see that the "Internet thinking" of the lag of the traditional enterprises or large to a city, almost all facing the ability to provide products but it is difficult to make a brand, can provide funds but do bad electricity, can create information sources but can not dominate the industry's different outcomes. It can be said that the essence of the Internet is the progressive information means. This has led to the gradual growth of the same among enterprises in various urban economies. Or in the extended industry brought about by the Internet, the differences between traditional urban features and information have gradually become disintegrated. Behind this identity, there is only a difference between the business owners ' judgment and their ability to operate in the Internet industry. 3. Mobile Internet Economy: Personal information Platform, to promote the emergence of new economies? The more brutal facts are in sight: the Mobile internet era is coming, and the internet thinking with the enterprise as the main body is far from universal, it has already faced the flip-flop. This explains the doubts about choosing an enterprise in a city economy as the future of mobile Internet identification: Excluding the unique advantages of natural resources, from the perspective of urban economy, this may indicate that the characteristics of the Internet Information platform is not enough to the traditional market, but only partly aggravate the competition between enterprises. And the mobile Internet is about to bring new changes. Mobile Internet with mobile terminals, accurate information, alternating more frequent, the individual will play an important role in the "highly personalized" extension of the multiple features, to build a "individual impact on the individual" to build a comprehensive platform, will bring the whole social market effect of the update. The mobile Internet, which is based on individual and individual, is bound to aggravate the economic characteristics and differences of the existing cities to reach the market effect of the comprehensive individual---this is almost inevitable result of the development of technology and economy: the economic change brought by mobile internet will be more unprecedented than the Internet. Could have a devastating impact on traditional markets. The dialectical relationship between the development of information mode and the renewal of production factors, the new economy that can be formed in the future, the detailed example and the data need to be left to the Economist to prove. I only from the market performance and judgment speaking, pay attention to the mobile Internet now, enterprise innovation and catering to the dialectical relationship between individual needs. We should also imagine the future: the mobile Internet, with personal platforms and integrated individuals, will bring about opportunities and changes in life and existing patterns. We have seen the signs: such as the traditional media in front of the media before the defeat, or even a city of bankruptcy, may indicate that the mobile Internet is quietly disrupting the relatively lagging corporate institutions and even the maternal economy. And it's just beginning.