1. Decentralization

Originally refers to the way in which nodes determine the center in information technology, which corresponds to the concept of "centralization" in which the center determines the nodes. Nowadays, it is mostly used in the Internet. It refers to that starting from the web2.0 era, users can jointly participate in the production of network content and can freely choose the stage center. This kind of power level is relatively equal, open and flat structure model. Decentralization does not mean to eliminate the center, but to remove the absolute center and freely generate 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 follow some topics or people of interest. Food delivery platforms divert traffic from school cafeterias, and ride-hailing software diverts traffic from the public transportation system. These are all examples of decentralization. The center is no longer mandatory for users. The decentralization of the Internet is a very good idealistic state. However, for the platform, realizing this ideal state still requires a lot of letting go and a long way to go.

2. Long Tail Effect

The root of the long tail effect is the emphasis on personalization, which refers to the small amount of demand on the demand curve. Add up all non-popular markets. A market larger than the popular market will be formed. That is to say, you need to make a little money in a small market, but you need to make a lot of people's money.

In enterprises, driven by the pursuit of profit maximization, a large number of enterprises often participate in the battle for the red ocean but ignore the blue ocean market. With the development of Internet technology, the cost of information communication has dropped, and the risk of focusing on non-mainstream markets has been greatly reduced. Many companies have also begun to pay more and more attention to people's niche hobbies and needs. In many fields, the long tail effect is becoming more and more prominent.

For example, the long-tail effect in the Internet financial market has caused financial practitioners to start paying attention to small and medium-sized enterprises and personal loans, rather than flocking to large enterprises. The advantage of the long-tail effect lies in quantity, small and medium-sized enterprises and individuals. The number of loan demands is obviously much greater than those of "Bai Fumei" companies. Many Internet financial platforms have emerged that cater to the loan needs of students, farmers, and entrepreneurs, especially in the field of consumer finance.

3. Blue Ocean Market

The so-called blue ocean refers to an unknown market space or a state with very little market competition. The corresponding Red Sea market refers to a known market space and a market with a large number of companies and fierce competition. It is obviously difficult for enterprises to win in large-scale competition. Opening up a new market can gain relatively sustainable advantages. Whether a company chooses to establish a new business to open up the blue ocean market or block all its assets and fight its way through the red ocean is the strategic choice of each company.

The Internet has given birth to too many trillion-level blue ocean markets, and traditional industries can find another sky on the Internet. For example, in the field of Internet home decoration, the traditional home decoration market has been moved online, which has helped consumers save a lot of time and energy. Rural e-commerce allows rural residents to enjoy a wide variety of consumer goods, and also speeds up the flow of agricultural products into cities, solving the burden on farmers. In addition, artificial intelligence, cloud computing services, fresh food e-commerce delivery, etc. are all trillions of blue oceans waiting to be tapped.

4. Scenario-based

Scenarios give products personalized meaning. When products are embedded in specific usage scenarios, only people’s real feelings affect the quality of the product. Experience. The mobile Internet maximizes people's consumption locations and is no longer limited to shopping malls and counters. In any scene of people's lives, as long as there is potential demand, consumption behavior can be generated and sticky consumption can be achieved. Word-of-mouth communication among people and natural transformation between scenes make marketing in the traditional sense no longer rigid and offensive, breaking through the previous limitations of business activities ending once goods are produced and sold.

Everyone likes to listen to stories. If the user can be the protagonist of the story and the product is connected with the user, the product will become a living thing, such as the apple on Christmas Eve and the wishing lock of Nanshan Tower. , popcorn in the movie theater and more. In recent years, many industries have begun to turn their attention to scenario-based marketing. For example, Internet insurance embeds insurance products with clear functions into specific Internet scenarios and provides insurance services based on the risk management needs of users in specific scenarios. The Internet financial management and third-party payment industries have penetrated into people's lives by creating products for different consumption scenarios, turning consumption into spontaneous demand. In addition, as the Internet amplifies people's individual needs one by one, private customization has become a hot spot in scene applications. This year, major e-commerce platforms are competing for the New Year’s Day and have put personalized customization as the focus of their marketing.

People’s consumption levels and consumption concepts are improving. Cost-effectiveness is no longer the primary factor in determining consumption. Scenarioization is the product of consumption upgrades. In the future, finding suitable scenarios or innovative scenarios and providing logical consumption choices are skills that merchants must learn to create more opportunities and space for products.

5. The last mile

The "last mile" is not a matter of distance, or it is not just a matter of distance in physical concepts. There are many things that seem to be easy at the beginning and decent in the process, but the problem always appears in the "seem", not paying attention to the end, not paying attention to details, not paying attention to connection, and not paying attention to post-service services. These problems affect user satisfaction. The root cause of the problem is the most difficult to solve and the easiest to ignore. The issue of the "last mile" has been raised for a few years, and more and more industries have begun to pay attention to this concept, such as the express logistics industry. With the rise of online shopping, it is crucial for packages to reach consumers safely and in a timely manner. The “last mile” is the most difficult thing to handle in the express delivery industry. Supermarket fresh food O2O for urban residents and rural consumer goods e-commerce. If they want to drive market demand and change users' consumption habits, logistics is the "last mile" that needs to be solved urgently.

The recently popular "free bicycles" can realize citizens' desire to park whenever they want. They no longer have to waste time trying to find a return point, solving the "last step" problem of leisure travel. Kilometer" problem has become popular in many cities. In terms of closely contacting the masses and effectively solving the most pressing life problems of the masses, the informatization construction of governments at all levels in our country has been quite effective. They have launched telephone services, online services, SMS services, mobile APPs, WeChat services, and Weibo services. An all-in-one comprehensive litigation service platform, committed to opening up the “last mile” for people’s convenience.

In the user-centered era, we must start well and end well, pay attention to the fairness, justice and long-term effectiveness of services, implement services to the letter, and help users solve the "last mile" problem.

6. Capital Winter

The term "Capital Winter" became popular in the second half of 2015. Data shows that the investment quota in August 2015 dropped by 63% compared with July. Investment dropped directly from 5.3 billion to 400 million. This "cliff-like" decline has made people exclaim that the capital winter is coming. But today, we are becoming more and more aware that capital has not survived the winter, but has become more and more concentrated, and investors’ vision has become sharper. The theory of winter is just a false proposition.

It is undeniable that capital plays a decisive role in the development of Internet entrepreneurship in my country. The "flying pig theory" is still fresh in our memory, but with too many immature entrepreneurial projects swarming in, investment People find that after the wind blows, the flying pig still has to fall down. After all, the ultimate goal of capital is to make money, and being fooled by entrepreneurs' garish speeches will inevitably lead to short-sightedness and lack of stamina. It is in this environment that it seems that a harsh capital winter is coming quietly, but it is cruel but not unexpected.

Blowout development is followed by an inevitable excess of resources, especially the emergence of two types of entrepreneurial teams. One is the opportunists who lack core competitiveness and blindly follow the trend without innovative ideas; the other is the idealists who are overconfident and talk about their feelings but lack a feasible profit model.

These two types of entrepreneurs had fun burning money in the backyard, but they forgot that what they were burning was investors' money. After many tragedies of losing all their money occurred, capital finally calmed down.

In fact, the cold winter is just a cold winter for some people. Those really good projects have actually taken a lot of money. The return of capital to rationality has helped eliminate many projects that are just filling up the numbers, and has also helped us find projects with real potential. Businesses that become unicorns. The trend of investment is that capital becomes concentrated, entrepreneurial teams pay more attention to self-construction, and the brand, technology and team are continuously strengthened.

7. Emphasis on model but not on model

Emphasis on model refers to the self-operated model, in which marketing, technology research and development, warehousing plus logistics distribution, purchasing department, and after-sales service are all completed by oneself. The advantage of this model is its strong control ability. Because it is the most unique combination of each process, it can often form certain industry barriers and can freely expand the incremental market within its own controllable range. However, in order to realize the true value of this model, enterprises need to invest huge costs in capital, manpower, and time. The more links are connected, the greater the operation and management costs. This is unimaginable for ordinary small and medium-sized enterprises. Even companies that can afford such huge costs need to constantly innovate and seek breakthroughs in every link, which places extremely high demands on all-round talents in the company.

The light model is equivalent to the platform model, as long as it includes the three departments of technology research and development, marketing and investment. Since the development of the Internet, access to information has become very convenient, so operating costs are low, which is suitable for entrepreneurial teams to quickly launch platforms. If there is a good marketing team, they can quickly penetrate the market. However, precisely because the barriers to entry are low, competition in the platform model is extremely fierce, and the lack of core competitiveness is a common problem in the current platform model.

The current general trend is that the light and heavy models have begun to converge. The choice of model is only the initial choice for a company to enter the market. As the development of O2O returns to rationality, we see too many companies in their own The chosen model is stuck in its ways and lingers on. For example, in the food delivery industry, the battle between Meituan and Ele.me did not end with both sides losing. Instead, we saw two forces of continuous innovation and progress. They abandoned absolute model constraints and put user experience and user needs first. With one person, the boundaries between light and heavy modes become blurred and move toward fusion.

8. Cloud Computing and Big Data

Cloud computing has subverted the traditional IT architecture. On the one hand, users no longer have to purchase expensive IT infrastructure for one-time or sporadic computing tasks. facilities, reducing enterprises’ costs and IT entry barriers. On the other hand, cloud computing embodies powerful computing functions that can effectively support the operation, calculation, storage, management, etc. of information data, improve data information security, and improve enterprise operation efficiency.

Under cloud computing technology, the era of big data is coming. There is a saying that "three points of technology, seven points of data", those who get the data will win the world. Big data does all samples rather than sampling, so it focuses on efficiency and correlation, not causation. This is the thinking in the era of big data, using data to create value. Nowadays, enterprises use big data the most to make predictions, and it has already achieved initial results.

At present, financial institutions and telecommunications industries all have big data at hand, but many of them have not yet fully utilized its value. Some companies that have achieved results with big data thinking include Google, Amazon, etc. These Internet IT giants have technical advantages in big data and also have the original resources of big data. Google hopes that the content users get when searching only contains what they want, and the system uses big data analysis to automatically eliminate information that they do not want to close, achieving true personalization.

my country's cloud computing field has shown great vitality. In addition to BAT's three companies competing for the public cloud market, Huawei, NetEase, JD.com and the three major telecom operators are also fully deploying cloud computing. Others are in the details. The strength of cloud computing startups that have emerged in different fields, such as Qingyun, UCloud and other platforms, cannot be underestimated.

Cloud computing is becoming a new generation of business infrastructure that has penetrated into various traditional industries and is the driving force for the development of traditional Internet industries. It is becoming more and more popular not only in the fields of e-commerce, finance, and entertainment, but also in education, medical care, and even government agencies. Embrace cloud computing and big data technologies.

In the future, in the market centered on personalized needs created by the Internet, the value of cloud computing and big data will become increasingly prominent, which can help people better solve some social problems and solve people's needs. . At the same time, security is still the biggest issue accompanying cloud computing and big data technology, and it is also what needs to be improved most in future technology applications.

9. UGC, PGC, OGC

With the development of mobile Internet, the creation of online content has been divided into three types, namely UGC (User-generated Content) users Production content, PGC (Professionally-generated Content) professionally produced content, OGC (Occupationally-generated Content) professionally produced content.

The difference between PGC and OGC is mainly based on whether they receive compensation. PGC is a voluntary creation on the Internet by people with knowledge background, such as celebrities on Weibo and some great people on Zhihu. Popular with all major websites. OGC is content created by professional writers on major news sites, video websites, etc. Websites represented by UGC include major forums, blogs, and social platforms where users create their own content. Especially nowadays, more and more young people like to complain, gossip and show their life circle on the Internet. In the future, relying on social dividends to release UGC will become the mainstream of online content, such as Instagram, Weibo, Meipai, Xiaoka Show, etc. The popularity of the platform illustrates this point.

There are also a lot of Internet buzzwords this year, such as "the boat of friendship can be overturned at a moment's notice", "pen refill", "eating dirt", "small goals", etc. These are all created by netizens themselves and can become popular quickly. Come on, this is the advantage of UGC. So, the main task of various social platforms and apps now should be to find ways to allow users to produce high-quality content. Get more buzz through these high-quality content, form circles, and stick to users through social relationships.

With more and more OGC content and further improvement in quality, content payment has become more and more accepted by the public. Websites such as Youku Tudou, iQiyi, and NetEase Cloud Music have opened membership-only services. content, but currently the membership stickiness of major websites is not high, and differentiated content between major platforms has not yet been formed. In the future, the blowout period of online content will continue, and we will usher in an era of take-off in quality and quantity.

10. Blockchain

Blockchain is currently mainly used in Bitcoin (P2P form of digital currency). It is a distributed pair of coins without a central control point. Such networks use a distributed collective operation method, which can be said to be a "public ledger" that uses computer programs to record all transaction information on the entire network.

Blockchain is an open system. The disappearance of any point in the chain will not affect the normal work of other points. It is a decentralized and trustless structure. All points follow established rules. run. During the operation process, all transactions are conducted openly and transparently, and both parties to the transaction are anonymous. Each transaction is cryptographically connected to two adjacent blocks, so it can be traced. Decentralization, deintermediary trust and database reliability constitute the three major characteristics of blockchain technology.

The most important problem solved by the blockchain is the intermediary credit problem. The two parties can complete the transaction with complementary understanding and without an intermediary. The process is highly transparent and the data is highly secure. This feature of the blockchain can be applied to credit record systems, identity authentication systems or property rights authentication systems, so the existence proof problem we often encounter now such as "how to prove that your mother is your mother" will no longer exist. Distributed ledgers and point-to-point transmission are embedded in banking institutions' reconciliation, transfer and other services, which greatly reduces transaction costs.

In addition to being used in virtual currency, blockchain technology has begun to play a role in fields such as electricity, payment, stock trading, and property notarization. In my country, the application of blockchain technology may be first applied in the non-bank pan-financial field due to national conditions. At present, my country’s layout of the blockchain field is mostly limited to technology research and development and dead-end exchanges, such as Tsinghua University, Beijing University of Posts and Telecommunications, etc. Zhongguancun’s Blockchain Alliance and the Golden Chain Alliance of Tencent, Huawei, Ping An Bank and other organizations. In the future, it is very likely that business platforms based on blockchain technology will emerge, challenging the current e-commerce platforms represented by Alibaba. However, because the current blockchain technology is not yet mature, value recognition and regulatory attitudes are still uncertain, and technical bottlenecks need to be broken through urgently, the application of this new technology has just begun.

11. Crowdsourcing and Crowdfunding

"Crowd entrepreneurship" refers to gathering all kinds of innovative resources from the whole society through entrepreneurship and innovation service platforms to start a business. Makerspace is a collective name for a low-cost, convenient, all-factor, open new entrepreneurial service platform built through market-oriented mechanisms, professional services and capitalization channels. This type of platform provides entrepreneurs with work space, network space, social space and resource sharing space. For example, Tencent Maker Space’s “Double Hundred Plan” has opened 19 offline space sites across the country.

"Crowdfunding" refers to raising funds from the society through Internet platforms. Compared with traditional financing methods, crowdfunding is more open. As long as you have a sponsor, platform and sponsors, you can start a creative project, providing unlimited possibilities for more low-cost operators or creators. Since 2014, major e-commerce platforms in my country have launched crowdfunding projects, covering various aspects such as hardware and entertainment. Crowdfunding has developed rapidly in my country, and many independent third-party crowdfunding platforms have emerged. These platforms have comprehensive categories. There are also efforts focused on each vertical direction.

"Crowdsourcing" refers to the division of labor that is traditionally completed by specific companies and institutions to all companies and individuals who voluntarily participate. These are two completely different concepts from outsourcing. Outsourcing refers to entrusting business to a professional team and has limitations. For example, house builders outsource decoration projects to professional decoration teams, while logistics companies allow people to live in their own homes to take orders and deliver them during the peak period of order dispatch, which is a crowdsourcing model.

Crowd-creation, crowdfunding, and crowdsourcing are actually manifestations of the sharing economy. The sharing economy has been a popular concept for several years. Its original intention is to effectively use idle resources in society. use. Not only Uber, online ride-hailing like Didi, and short-term rentals like Airbnb, but also relatively abstract services such as social funds, manpower, and even time, creativity, skills, and experience can also be shared. As the country improves the regulatory system in this area, the sharing economy model will be launched in various fields, because its essence points to a utopian atmosphere, where everyone with money contributes money and has the ability to contribute, and in the end everyone shares Beneficiary, this is the state that people have longed for since ancient times, but the premise is that the people participating in the sharing cannot have any impure purpose. Once the purpose changes, the sharing becomes plunder.

12. De-e-commerce

Many people may still think that e-commerce is a new term, but Jack Ma, the leader of China’s e-commerce, announced last year that he would no longer mention the concept of e-commerce. Now, de-e-commerce has become something that has been proven to happen. At the Yunqi Conference in October last year, Jack Ma declared that “e-commerce will cease to exist” and proposed 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 companies to move offline transactions online. What needs to be done now is to combine online and offline transactions. To integrate more closely and organically, online cannot be separated from offline physical stores, and offline stores must also actively integrate into Internet-extended transactions. Commodity production enterprises, logistics, offline sales terminals and consumers have become the same destiny, and with consumers as the center, the platform plays the role of connecting these four aspects.

In the past, the shortcoming of pure e-commerce was that there was no reasonable allocation of functions between offline and online platforms. Some physical terminals even believed that e-commerce was competing with offline for consumer resources, resulting in reduced consumer traffic in physical stores. , counterfeit and shoddy products are prevalent on online platforms. This vicious cycle is not the original intention of e-commerce. Therefore, after O2O enters the second half, a new sales model should be created. With consumer demand as the center, the platform will feedback demand to commodity production companies, companies will achieve precision marketing on the platform, and offline terminals will evolve into experience venues, diluting sales. Sales volume, strengthen the role of creating consumption scenes.

In the era of users, the concept of de-e-commerce should be a limited way to solve the dilemma of e-commerce, but the road is long and arduous. It is obviously a long and arduous road.

Conclusion

Looking at the above vocabulary of the Internet era, they are nothing more than concrete manifestations of the impact of the Internet. The huge user base of the Internet can easily achieve economies of scale, reduce communication costs, shorten communication distances, and subvert the rules of the traditional business world. We are in an era that is constantly changing. The Internet requires us to always be ready to accept new things and create new things, and to respond and adapt quickly.

The Internet has penetrated, spread, and grown deeply into this era. Some people have seized the opportunity and gone ahead, while others have been eager to catch up after meeting each other. People are working harder to adapt to this era. A new era under the influence of the Internet.

Lu Xun has a famous saying, there is no road in this world, but when there are more people walking, it becomes a road. This sentence still sounds so powerful and thunderous today. The road to the new era must be opened up by the people of the new era. The wheels of the times are rolling forward. In the new year, one sentence: everyone roll up your sleeves and work hard!

In the future, the Internet will disappear because it is everywhere and fully integrated into any traditional industry!