How Did The Internet Become The Captain Of Traditional Industries In The United States

At the end of last month, the author participated in the organization of "China internet 20 years. At this party, I saw many old friends and talked with them about the vision and feelings of China's Internet at present and in the next 20 years. What makes me feel is the views of BAT and angel investors on the relationship between China's Internet and traditional industries. In conclusion, they believe that in the future, Chinese enterprises belong to the Internet. The relationship between the Internet and traditional industries is more subversive and obsolete. Among them, the most typical example is China's telecom operators.

This dialogue link reminds me of several people. In 2013, they also used subversion to describe the relationship between the Internet and traditional industries. The first is Baidu Robin Li. The second is Tencent Ma Huateng. As two leaders of BAT, their "subversion" predictions at that time have been turned into facts one by one in the past year. But today I would like to focus on the subversive prediction about Baidu and Robin Li. This is mainly because the Baidu Summit is about to open. According to the convention, Li Yanhong will share his views on the development trend of the Internet with the industry every year at this venue; Every year at the turn of spring and summer, the Internet industry is also used to looking forward to his new vision.

First, let's review Robin Li's speech at the Baidu Alliance Summit in 2013. He believes that the Internet is accelerating the subversion of traditional industries in 2013, with three core points. The first is about the subversion of mobile Internet to traditional industries and even to the Internet, which lies in a more flexible business model; Second, technology will become an important factor for the Internet to subvert traditional industries; Third, Robin believes that the real potential of the Internet in China is not to explore new things, but to use the Internet and mobile Internet capabilities to build more competitive businesses in traditional industries.

The third point is the most wonderful one. Why? What Li Yanhong said is exactly the most important point of Internet thinking. Use Internet thinking to observe, analyze and tap market demand, and select appropriate tools and methods to achieve consumer communication. It is not true Internet thinking to overthrow or deny everything in the traditional industry simply and brutally.

In contrast, since 2013, Chinese industries have been subverted by the Internet thinking of "mining new demand and shaping new models", including finance, home appliances, media, department stores and real estate. Here are a few things that are worth reviewing. They not only set off an impact on traditional industries in 2013, but also can be judged to continue to increase their impact in 2014.

The first is Internet finance. In the past year, whether Baidu Baifa, Alipay, or Micropayment, Internet finance has basically completed the first step of traditional financial reform. The biggest change is the government's attitude towards Internet finance. However, today, from the perspective of consumers, we can see the effect of this change, perhaps more grounded, for example, the red envelope event in the Spring Festival of the Year of the Horse.

During the Spring Festival of the Year of Horse, Tencent, Ali and Shengdu launched the payment function in combination with their own social products, and successfully launched the nationwide craze of "sending red envelopes" on mobile phones by virtue of the traditional red envelope custom of the Spring Festival. Many friends and family members around me began to get used to mobile payment because of the Spring Festival. This form fundamentally triggered the accelerated change of the national payment habit. From subverting consumers' payment habits to promoting the business model of traditional businesses, it is more effective.

Secondly, it is about big data. Similar to the outbreak of Internet payment, the various actions of big data in 2013 are more user-friendly. Baidu began to use big data to launch various livelihood observations, such as the observation on February 14 and the observation on the two sessions in March, all of which are based on big data to realize the mining, analysis and prediction of people's online behavior. In fact, this method is very useful for traditional industries. They pay attention to consumers' behavior on the network and demand path, in which they can obtain the decision-making basis for product marketing. In this way, big data has inspired traditional marketing methods and consumer observation methods in traditional industries. Let all kinds of behaviors in the traditional industry, beyond the e-commerce link, achieve full access to the Internet.

Here is a typical big data product that deserves attention, Baidu's brand digital asset list. This asset list was born at the end of 2013, and it has not been highly recognized yet. However, in my opinion, it is a promising big data product. The brand digital asset list can finally count, analyze and evaluate the digital influence of brands through the information generated by netizens on the network. Compared with traditional brand assets, digital assets will become an important indicator of the influence of traditional industries and businesses on the Internet.

Let's take a look at a case. On the list of household appliances with brand digital assets, Gree brand assets ranked sixth, followed by Haier, Midea and other household appliances brands. In this way, in contrast to the 1 billion bet between Gree Dong Mingzhu and Xiaomi, Gree needs to work harder. The author's point of view is that products are very important, and sales channels are also important. In the face of the ever-changing new generation of consumer market, Gree needs to look at the overall situation of the Internet, have a deep insight into consumers' behavioral needs on the Internet, even mobile Internet, and make good use of brand marketing in order to win the opportunity.

Finally, about online retailers . It has to be said that e-commerce subversion was vividly reflected in the Double 11 in 2013, especially when Yintai and other department stores joined the ranks of e-commerce O2O, making the subversion more thorough. O2O is a business model that makes people's e-commerce experience more convenient and full.

However, I am more interested in the e-commerce form derived from search. On May 15, 2014 (US time), Business Insider published the article "Larry Page lists five things that Google can shock competitors in the future". The first thing is Google Shopping Express. The rapid implementation of e-commerce services through search is a very interesting and perhaps necessary change after the search industry matures. The biggest advantage of this business model is that it allows Internet users to realize brand query, interaction and purchase at the search end without accessing e-commerce websites, which is shorter and more effective. Baidu has begun to try, but it is still undergoing many tests.

Financial payment, big data and e-commerce O2O are obviously the best examples of the Internet's subversion of traditional industries in 2013, while Gree, Vanke, Yintai's Internet access and Internet thinking are examples that need praise and support when facing impact and subversion. It must be said that when Internet technology is used to subvert traditional industries, the beneficiaries are more entrepreneurs. After years of ecosystem operation, more entrepreneurs have been able to obtain more technical support from BAT's ecosystem, such as artificial intelligence voice technology and big data analysis technology.

If 2013 is the turning point for the Internet to subvert traditional industries, it can be predicted that 2014 will be Traditional industries In the mature period of Internet, not only are giant enterprises like BAT leading the industrial transformation, but also more entrepreneurs will become the captain of the United States in the subdivided fields, accelerating the wave of subversion.