It originally refers to the way in which nodes decide the center in information technology, which corresponds to the concept of "centralization" in which nodes are decided by the center. Now it is mostly used in the Internet, which means that since the web2.0 era, users can participate in the generation of network content and freely choose the center of the stage. This weighted relatively equal is an open and flat structural model. Decentralization does not mean not wanting the center, but getting rid of the absolute center and freely producing the centers of various relative stages.
For example, the most typical examples are UGC such as social media and blogs. With the popularity of the Internet, anyone can participate in social networks, generate their own content and voluntarily pay attention to some interesting topics or people. The take-away platform diverts the traffic of school canteens, and carpooling software diverts the traffic of public transport system. These are all examples of decentralization. The center is no longer mandatory for users, and the decentralization of the Internet is a good idealistic state, but for the platform, there is still a lot to be put down and a long way to go.
Second, the long tail effect.
The root of the long tail effect is to emphasize individuality, that is to say, a small amount of demand on the demand curve will form a bigger market than the hot market if all the non-hot markets are added up. In other words, you have to earn a little money in a small market, but you have to earn a lot of money.
In enterprises, driven by the pursuit of profit maximization, a large number of enterprises often participate in the Red Sea dispute but ignore the blue ocean market. With the development of internet technology, the cost of information communication is reduced, and the risk of paying attention to non-mainstream markets is greatly reduced, which also makes many enterprises pay more and more attention to people's hobbies and needs. In many fields, the long tail effect is becoming more and more prominent.
For example, the long tail effect of the internet financial market makes financial practitioners pay attention to those small and medium-sized enterprises and personal credit instead of flocking to large enterprises. The advantage of the long tail effect lies in the quantity, and the loan demand of small and medium-sized enterprises and individuals is obviously much greater than that of those "white" enterprises. Many Internet financial platforms came into being to meet the loan needs of students, farmers and entrepreneurs, especially in the field of consumer finance.
Third, the blue ocean market.
The so-called blue ocean refers to an unknown market space or a state of little market competition. The corresponding Red Sea market refers to a market with known market space, a large number of enterprises and fierce competition. Then it is obviously difficult for enterprises to win in large-scale competition, and only by opening up a brand-new market can they gain a relatively sustainable advantage. Whether to set up another family business to explore the blue ocean market or to ban all family businesses from fighting their way out in the Red Sea is a strategic choice for each enterprise.
The Internet has spawned too many trillion-dollar blue ocean markets, and traditional industries can find another sky on the Internet. For example, in the field of Internet home improvement, the traditional home improvement market is moved online, which helps consumers save a lot of time and energy. Rural e-commerce allows rural residents to enjoy a variety of consumer goods, and also accelerates the entry of agricultural products into cities to solve the burden on farmers. In addition, artificial intelligence, cloud computing services, and fresh e-commerce take-out are all trillions of blue oceans to be tapped.
Fourth, the scene
The scene gives the product a personalized meaning. When a product is embedded in a specific usage scenario, only the real experience of people will affect the quality of the product. Mobile Internet extends people's consumption places to the maximum extent, and is no longer limited to shopping malls and counters. In any scene of people's life, as long as there is potential demand, consumption behavior can be generated and sticky consumption can be realized. Word-of-mouth communication between people and the natural transformation between scenes make traditional marketing no longer blunt and aggressive, breaking through the limitation that once goods are produced and sold, commercial behavior will end.
Everyone likes listening to stories. If the user can be the protagonist of the story, the goods can be linked with the user, and the goods will become living things, such as apples on Christmas Eve, wishing locks on Nanshan Tower, popcorn in cinemas and so on. In recent years, many industries have begun to turn their attention to scene marketing. Internet insurance, for example, embeds insurance products with clear functions into specific Internet scenarios and provides insurance services in combination with the risk management needs of users in specific scenarios. Internet financial management and third-party payment industries have penetrated into people's lives by creating products with different consumption scenarios, making consumption a spontaneous demand. In addition, as the Internet enlarges people's individual needs, personal customization has also become a hot spot in scene application. This year, major e-commerce platforms rushed to the beach for the New Year Festival, and all of them put personalized customization on the focus of marketing.
People's consumption level and consumption concept are improving, and cost performance is no longer the primary factor determining consumption. Scenarios are the product of consumption upgrading. In the future, finding suitable scenes or innovative scenes and providing them with logical consumption choices are skills that businesses must learn to create more opportunities and space for their products.
Five, the last mile
The "last mile" is not a matter of distance, or it is not just a matter of physical concept. There are many things that look easy at first and are decent in the process, but the problem always appears in "like". They don't pay attention to the ending, details, connection and after-the-fact service. These problems are the fundamental reasons that affect user satisfaction, but they are also the most difficult to solve and easily overlooked. The problem of "the last mile" has been raised for several years, and more and more industries are beginning to pay attention to this concept, such as express logistics. With the rise of online shopping, reaching consumers safely and timely has become the most difficult "last mile" in the express delivery industry. In order to drive market demand and change users' consumption habits, logistics is the "last mile" to be solved urgently.
Recently, the very popular "* * * enjoy cycling" can realize the citizens' desire to stop when they want, without wasting time because they can't find a return point, and solve the "last mile" problem of leisure travel, which has become very popular in many cities. In terms of keeping close contact with the masses and effectively solving their most urgent life problems, the informatization construction of governments at all levels in China has achieved great results, and a comprehensive litigation service platform integrating telephone service, online service, short message service, mobile APP, WeChat service and Weibo service has been opened, which is dedicated to opening up the "last mile" of convenience.
In the user-centered era, we should pay attention to the fairness and long-term service from beginning to end, implement the service and help users solve the "last mile" problem.
Sixth, the capital winter.
The word "capital winter" became popular in the second half of 20 15. The data shows that the investment quota in August of 201May decreased by 63% compared with that in July, and the investment in the New Third Board decreased directly from 5.3 billion to 400 million. This "cliff-like" decline has already made people exclaim that the capital winter is coming. But today, we are more and more aware that capital is not wintering, but more and more concentrated, investors' eyes are more and more sharp, and the theory of cold winter is just a false proposition.
Undeniably, capital plays an important role in the development of Internet entrepreneurship in China. The theory of "flying pigs at the tuyere" is still fresh in my memory, but with the influx of too many immature entrepreneurial projects, investors still have to fall after discovering the tuyere. After all, the ultimate goal of capital is to make money. Being fooled by the hype of entrepreneurs will inevitably lead to short-sightedness and insufficient stamina. It is in this environment that a harsh capital winter seems to come quietly, but cruelty is not unexpected.
After the blowout development, there will inevitably be a surplus of resources, especially the emergence of two types of entrepreneurial teams. First, speculators who lack core competitiveness and blindly follow the trend with innovative ideas; The second is an idealist who is overconfident and talks about feelings but lacks a feasible profit model. Both types of entrepreneurs are happy to burn money in the backyard, but forget that they are burning investors' money. After many tragedies, the capital finally calmed down.
In fact, the winter is only the winter of some people, and those really good projects have taken a lot of money. The return of capital to rationality has helped eliminate many shoddy projects and helped us find enterprises with real potential to become unicorns. The investment trend is that capital becomes concentrated, entrepreneurial teams pay more attention to their own construction, and brands, technologies and teams are constantly strengthened.
Seven, heavy mode light mode
Heavy mode refers to self-operated mode, and marketing, technology research and development, warehousing and logistics distribution, purchasing department and after-sales service are all done by ourselves. The advantage of this mode is its strong control ability. Because most of them are combined with the most processes, they can often form certain industry barriers and freely expand the incremental market within their own controllable range. However, to realize the real value of this model, enterprises need to invest huge capital, manpower and time costs. The more links they access, the greater the operation and management cost, which is unimaginable for ordinary small and medium-sized enterprises. Even enterprises that have the ability to bear this huge cost need to constantly innovate and seek breakthroughs in every link, which requires extremely high all-round talents of enterprises.
Light mode is equivalent to platform mode, as long as it includes three departments: technology research and development, marketing and investment promotion. Since the development of the Internet, information acquisition is very convenient and the operating cost is low, which is suitable for entrepreneurial teams to quickly start the platform. If you have a good marketing team, you can quickly penetrate the market. However, due to the low entry threshold, the competition of platform mode is extremely fierce, and the lack of core competitiveness is a common problem of the current platform mode.
At present, the general trend is that light and heavy modes have begun to merge, and the choice of mode is only the initial choice for an enterprise to enter the market. With the development of O2O returning to rationality, we see that too many enterprises are trapped in their own models and linger on. For example, in the food and beverage take-away industry, the battle between Meituan and Hungry did not cause both losses, but let us see two forces of continuous innovation and progress. They abandoned the absolute mode constraints and put the user experience and user needs first. The boundary between light and heavy mode becomes blurred and moves towards integration.
Eight, cloud computing and big data
Cloud computing subverts the traditional IT architecture. On the one hand, it makes it unnecessary for users to buy expensive IT infrastructure for one-off or sporadic computing tasks, which reduces the enterprise cost and IT entry threshold. On the other hand, cloud computing embodies the super-computing function, which can effectively support the operation, calculation, storage and management of information data, improve the security of data information and improve the operational efficiency of enterprises.
Under the cloud computing technology, the era of big data is coming. There is a saying called "three-point technology, seven-point data", and those who get data get the world. Big data does all samples instead of sampling, so it focuses on efficiency and correlation, not causality. This is the thinking in the era of big data, creating value with data. Now enterprises use big data to make the most predictions and have achieved initial results.
At present, financial institutions and the telecommunications industry have big data in hand, but many have not yet played its value. Some companies that have achieved results with big data thinking include Google and Amazon. These Internet IT giants have the technological advantages of big data and the original resources of big data. Google hopes that the content users get when searching only contains what they want, and the system automatically eliminates information that they don't want to close through big data analysis, so as to be truly personalized.
The field of cloud computing in China is full of vitality. In addition to BAT, Huawei, Netease, JD.COM and the three major telecom operators are also fully deploying cloud computing, and the strength of cloud computing startups such as Qingyun and UCloud, which are emerging in other segments, cannot be underestimated. Cloud computing is becoming a new generation of commercial infrastructure, which permeates all traditional industries and is the driving force for the development of traditional industries in internet plus. Not only in e-commerce, finance, entertainment and other fields, but also in education, medical care and even government agencies.
In the future, in the market centered on personal needs created by the Internet, the value of cloud computing and big data will become more and more prominent, which can help people better solve some social problems and solve people's needs. At the same time, security is still the biggest problem of cloud computing and big data technology, and it is also the place that needs to be improved most in the future technology application process.
IX. OGC PGC UGC
With the development of mobile Internet, the creation of network content can be divided into three types, namely, user-generated content (UGC), professional content (PGC) and professional content (OGC).
The main difference between PGC and OGC is whether they are paid or not. PGC is created voluntarily by people with knowledge background on the Internet, such as celebrities in Weibo and some great gods in Zhihu, which are very popular on major websites. OGC is the content created by professional authors such as major news websites and video websites. The websites represented by UGC include forums, blogs and social platforms, and users create their own content. Especially now, more and more young people like to spit, gossip and show their life circles on the Internet. In the future, relying on social dividends to release UGC will become the mainstream of online content. The popularity of platforms such as Instagram, Weibo, Meipai and Xiaokaxiu also illustrates this point.
There are also many popular online words this year, such as friendship boat, refill, eating dirt, small goals and so on. These are all created by netizens themselves and can quickly become popular. This is the advantage of UGC. Then, the main task of various social platforms and various apps should be to find ways to let users produce high-quality content. Get more buzz through these high-quality content, form a circle, and stick to users through social relationships.
With the continuous increase of OGC content and further improvement of quality, content payment has been more and more accepted by the public. Youku Tudou, iQiyi, Netease Cloud Music and other websites have all opened member-specific content, but at present, the membership of major websites is not sticky, and the differentiated content among major platforms has not yet formed. In the future, the blowout period of network content will continue, and we will usher in an era of rapid development in quality and quantity.
X. blockchain
At present, the blockchain is mainly used in Bitcoin (P2P digital currency). It is a distributed peer-to-peer network without a central control point and adopts the method of distributed set operation. It can be said that it is an "open big account book" that records all transaction information of the whole network with computer programs.
Blockchain is an open systematization. The disappearance of any point in the chain will not affect the normal work of the rest points. It is a decentralized and untrustworthy structure, and all points operate according to established rules. In the process of operation, all transactions are conducted openly and transparently, both parties are anonymous, and each transaction is connected in series with two adjacent blocks through cryptography, so it can be traced back. Decentralization, disintermediation trust and database reliability constitute three characteristics of blockchain technology.
The most important problem solved by blockchain is the intermediary credit problem. The two parties can complete the transaction without an intermediary, and the process is highly transparent and the data is highly secure. This feature of blockchain can be applied to credit record system, identity authentication system or property right authentication system, so the problem of "how to prove that your mother is your mother" that we often encounter now will no longer exist. Distributed account books and point-to-point transmission are embedded in the reconciliation and transfer business of banking institutions, which greatly reduces the transaction cost.
In addition to being used for virtual currency, blockchain technology has also begun to play a role in the fields of electricity, payment, stock trading and property notarization. In China, influenced by the national conditions, the application of blockchain technology may be first applied to the non-bank pan-financial field. At present, the layout of the domestic blockchain field is mostly limited to technology research and development and dead angle communication, such as Zhongguancun blockchain alliance composed of Tsinghua and Beihou and Golden Chain Alliance of Tencent, Huawei and Ping An Bank. In the future, it is very likely that a commercial platform based on blockchain technology will emerge, challenging the current e-commerce platform represented by Ali. However, due to the current immature blockchain technology, uncertain value cognition and regulatory attitude, and technical bottlenecks to be broken, the application of blockchain, a new technology, has just begun.
XI。 Crowdsourcing and crowdfunding
"Zhongchuang" refers to gathering all kinds of innovative resources of the whole society to start a business through an entrepreneurial innovation service platform. Zhongchuang Space is a low-cost, convenient, all-factor, open new entrepreneurial service platform built through market-oriented mechanism, professional service and capitalization operation. This platform provides entrepreneurs with working space, cyberspace, social space and resource enjoyment space. For example, Tencent Zhongchuang Space's "Double Hundred Plan" has opened 19 offline space sites nationwide.
"Crowdfunding" refers to raising funds from the society through the Internet platform. Compared with traditional financing methods, crowdfunding is more open. As long as you have sponsors, platforms, and helpful people, you can start a creative project, which provides unlimited possibilities for more low-cost operators or creators. Since 20 14, the major e-commerce platforms in China have launched crowdfunding projects, covering hardware, entertainment and other aspects. Crowdfunding has developed rapidly in China, and many independent third-party crowdfunding platforms have emerged. These platforms are comprehensive and focus on all vertical directions.
"Crowdsourcing" refers to the division of tasks traditionally completed by specific enterprises and institutions to all voluntary enterprises and individuals. This and outsourcing are two completely different concepts. Outsourcing refers to entrusting business to a professional team, which has limitations. For example, housing builders outsource the decoration project to professional decoration teams, while logistics enterprises take the crowdsourcing mode of letting people live and taking orders during the peak delivery period.
Chuangchuang, crowdfunding and crowdsourcing are actually the embodiment of * * * enjoying the economy. * * * The concept of enjoying the economy has been popular for several years, and its original intention is to effectively use the idle resources of society. Not only the initial Uber, online car rental like Didi, and short rent like Airbnb, but also relatively abstract services such as social capital, manpower and even time, creativity, skills and experience can be shared. With the improvement of the national supervision system in this respect, the model of sharing economy will develop in various fields, because its essence points to a utopian atmosphere, everyone has money to pay and has a strong contribution, and finally everyone is the beneficiary of sharing. This is a state that people have longed for since ancient times, but the premise is that those who participate in sharing cannot have a little impure purpose. Once the purpose changes, sharing becomes plunder.
Twelve. De-electricity
Many people may still think that e-commerce is a new word, but Ma Yun, the boss of China e-commerce, announced last year that he would not mention the concept of e-commerce. De-e-commerce has become a proven thing. At last year's 5438+ 10 conference in Yun Qi, Ma Yun boasted that "e-commerce will no longer exist" and put forward five new words: new retail, new finance, new manufacturing, new technology and new energy.
De-e-commerce is actually announcing that O2O has entered the second half. It is no longer feasible for pure e-commerce to move offline transactions online. What we have to do now is to combine online and offline more closely and organically. Online is inseparable from offline stores, and offline stores should also actively integrate into the Internet and extend transactions. Commodity production enterprises, logistics, offline sales terminals and consumers become the same destiny, and take consumers as the center, and the platform plays a role in connecting these four aspects.
In the past, the disadvantage of pure e-commerce was that the function distribution of offline and online platforms was unreasonable. Even some physical terminals believe that e-commerce is competing with offline for consumer resources, consumer traffic in physical stores is decreasing, and counterfeit and shoddy products on online platforms are popular. This vicious circle is not the original intention of e-commerce. Therefore, after O2O enters the second half, it is necessary to create a new sales model, with consumer demand as the center, and the platform will feed back the demand to commodity production enterprises. Enterprises will achieve precise marketing on the platform, and offline terminals will evolve into experience places, dilute sales and strengthen the role of creating consumption scenarios.
In the user era, the concept of e-commerce should be a limited way to solve the dilemma of e-commerce, but the road is long and arduous, obviously a long and arduous road.
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Looking at the above words in the Internet age is nothing more than a concrete manifestation of the influence brought by the Internet. The huge user base of the Internet can easily realize the scale effect, reduce the communication cost, shorten the communication distance and subvert the rules of the traditional business world. We are in an ever-changing era, and the Internet makes us ready to accept and create new things at any time, and respond and adapt quickly.
The Internet has deeply cut in, spread and grown in this era. Some people have seized the opportunity to get ahead, others have known each other for a long time, and people are working harder to adapt to this new era in the shadow of the Internet.
Lu Xun has a famous saying that there is no road in this world, and more people will become roads. This sentence still sounds very popular in today's world. The road of the new era needs people of the new era to explore, and the wheels of the times are rolling forward. In short, in the new year, let's roll up our sleeves and work hard!
In the future, the internet will disappear, because it has been everywhere, omnipresent, completely integrated into any traditional industry!