From 2011 to 2017, the mobile Internet has been affecting users for 7 years. 7 years, there are new hotspots every year, so that the rapid development of the mobile Internet industry continues to move forward, and drive the development of the society to a more efficient and convenient place.

Time back to 2011, when the mobile Internet applications began to popularize the mobile Internet user habits slowly developed. 2011 is known as the first year of group buying, Internet entrepreneurs are fast and fearless running; 2012 is the vertical e-commerce fever, the industry towards segmentation; 2013 is the first year of Internet finance, people's financial services needs exploded; 2014 is the first year of O2O, online and offline. is the first year of O2O, online and offline towards integration; 2015 is the first year of the **** enjoyment economy, people's stock of assets have a new use; 2016 artificial intelligence is a big hit, the industry are upgrading; 2017 can be called the first year of the strict selection model, a large number of boutique e-commerce companies are emerging.

Behind these phenomena, as Huang Renyu in the "fifteenth year of Wanli" conveyed a sense of predestination, that year, a lot of minutiae moves, have stirred the later waves of the Internet rivers and lakes. From the waves and growth of the mobile Internet in these seven years, we may be able to have a peek at the mystery of the future of socio-economic development.

One, the first year of group buying: words do not say, see the gold to grab

Soon, an era of even thinking about the rush, where everywhere is the group buying ads, this is the story of the Internet in 2011 to bring people.

In the era of the Internet's reckless rise, the first fatal flaw exposed is the low-threshold disordered competition. In the early days of China's group-buying market, the threshold for a group-buying website was not high, as long as you took down some specials, talked to some merchants, and a college student downloaded a group-buying website template to build a group-buying website.

In this low threshold, the group-buying website to seize the share, it is necessary to vigorously subsidize the offline merchants, burning money to advertise to spread the market reputation, so in this year we again see "group-buying on XX network! The same slogans are spread in every corner of the city.

But don't forget that this is an era of quick success, in the absence of a commercial logic that can be mass-produced, everyone swarmed to "do it fast", every wind mouth, and became a bubble.

So it is not uncommon for business staff and project managers to share the subsidies, and commercial disputes ensue.

Under the influence of "low threshold, high investment, light internal strength, difficult to regulate" and other persistent problems, a large number of group-buying sites have become a flash in the pan, from "thousands of groups" to "batch disappeared! ", only after 6 to 8 months of time. Group-buying industry in the second half of 2011 quickly into the capital winter, the media also turned the lens, began to focus a lot of attention on the integrity of the group-buying site predicament and "zombie group-buying station" problem, the group-buying reshuffle began to come, but this does not mean that group-buying speedy death, just every capital touted in the name of the quick "wind mouth", can not get rid of "a will become famous ten thousand bones" law.

Many platforms died, stayed to start differentiated competition, go market segmentation, group-buying industry from the original single independent group-buying site to increase to the e-commerce site within the group-buying channel and even composite group-buying trading platforms, such as multi-industry **** exist.

Two, vertical electricity supplier hot first year: grab the method is not right, some or false gold

In 2012 the Internet cloth, is a vertical segmentation of the electricity supplier, but the life and death of the bureau. Jingdong Taobao formed two traffic black hole, is unstoppable to grab the online dividends of the e-commerce, and offline retailers Suning Gome also like a big dream woke up like a force on the line, he realized that the more vertical industry services can enhance the user experience of the vertical e-commerce entrepreneurs, many of which are bursting out of the "e-commerce puddle of fatherhood" of the rhetoric of despair, Yew point! 100 went out of business, Jiabin.com clear information on layoffs, famous discount network to cancel the sale of any goods, even when Dangdang.com, Vancl Sincere goods, LeBee.com, YouShop.com and other well-known vertical e-commerce companies also have no choice but to seek cooperation with the platform of the e-commerce company.

On one side of the B2C online shopping market appeared again and again surprising volume explosion, on the other side of the majority of e-commerce enterprises but in the continuous burning of money in the profit is very little, this paradoxical phenomenon in fact also enough to explain why to do the vertical e-commerce will be so difficult - the whole market environment, the user's personalized demand has not been released! In addition, in this year, Suning.com, Jingdong Mall, Amazon, Tmall and other large platform e-commerce "price competition" is in full swing, vertical e-commerce companies are unable to resist this tsunami of aggression, and finally imagined a small and beautiful, in turn, became a large platform behind the rapid expansion of the The victim of the rapid expansion of large platforms.

But essentially, the Internet is full of uncertainty, and ultimately, whether it is 'big and comprehensive' or 'small and beautiful', the success of the e-commerce business still depends on whether the consumer is recognized, whether the business model is healthy, and whether it is sustainable. Like 2017 pattern has been different, NetEase Yanxuan to quality goods at affordable prices to catch the eye of consumers, growing into the field of e-commerce in the third mode, and drive 2017 to become a year of Yanxuan mode. Of course, this is again an afterthought, in 2012 Taobao Jingdong and other price war to capture a side of the world, but at the same time also triggered the e-commerce system of fake and shoddy products rampant chaos.

Three, the first year of Internet finance: chaotic times, management gold very urgent

In the 2012 e-commerce war, Alipay daily transaction amounted to more than 4.5 billion yuan, the number of daily transactions of more than 18 million pens, the peak reached 33.69 million pens. This set of figures not only make the banks tremble, but also let people see the belly of the consumer field, so the financial upgrade for the focus of the fight in 2013 seems to be a logical thing.

It is important to know that in 2013, the entire world's economic background is global integration, openness, economic virtualization, during which finance and real money began to decouple, financial demand has expanded dramatically, especially the explosion of demand for personal financial services, at this time to the balance as the representative of the emergence of the Internet financial products to make the financial services covered by the customer base really sunk to the widely available but long neglected by the general public families. The Internet has been a major source of financial services for the general public, and has been neglected for a long time. In other words, in this year, the Internet has borrowed the form of e-commerce to traditional financial blood penetration.

But even so, at this time, the vast majority of China's Internet financial products are still borrowed from the U.S. model, such as the balance of the treasure "clone" is based on the U.S. third-party payment tool PayPal developed by the money market fund account, and the concept of network lending platform P2P is the origin of the United Kingdom and the United States, representative of the enterprise is the U.S. Lending Club and the U.S. Lending Club. The concept of online lending platform P2P originated in Britain and the United States, the representative enterprise is the United States of America's Lending Club and Britain's Zopa, so this wave of enthusiasm, can not be called a bend in the road to overtake the car.

Positively, the emergence of Internet finance has brought the democratization and popularization of finance to China, and has also made traditional finance start to consider Internet technology to guide industrial change. But undeniably, fast and lack of quality is still the Internet in the name of the year, p2p wealth management, third-party payments, Internet financial products, crowdfunding and other modes of chaos urgently need to regulate the means of regulation.

Four, O2O year: earn their own gold is not long, we earn together to win

The times make, when the Internet finance and e-commerce to build out the primary scene of the consumption pattern, some consumption has become the face, some models have become the lining, 020 is one of them. E-commerce after several years of development, online mode messy sub-birth, while offline enterprises live more and more difficult, so the call for the combination of online and offline industrial economy Internet calls appeared, 2014 is the online and offline enterprises called for the transformation of the messy period, O2O has become a *** with the same life-saving straw.

So the e-commerce companies have turned to the 020 model, Jingdong to do "big data + goods + services" O2O model, Suning Yuncheng go "stores to the shopping district + double line with the same price" O2O model, the retail industry, Wanda take "offline shopping malls + Feifan electric business" O2O mode down, SF Logistics began to seize the offline market, 30,000 stores "enclosure" plan, etc., under the leadership of the giants, the integration of social consumption patterns have the connotation of the scene, but also began to carry out The integration of the fusion, fission.

This year, the Internet seems to be a little heavier, due to the second "O" of O2O, that is, the quality of offline service is increasingly valued, many companies are trying to find the best consumer life circle entrance, natural access to the consumer's consumption behavior scene, and the use of these consumer scenarios to achieve the precision of the Marketing. Like ""Call a Duck" satisfies all your fantasies about ducks! and "It doesn't matter where you go, what's important is that you go" are all famous marketing cases in 2014. Therefore, it can be said that under the orientation of deep cultivation of the scene for the purpose, the Internet technology provides a new reference and thinking for marketing means.

Fifth, **** enjoyment of the first year of the economy: more people have gold, looking for ways to play together

In the first few years of Internet growth, the role of supply and demand in China's economy has quietly changed.

First of all, whenever a new business model emerges, it must be accompanied by social demand, which is never an exception when applied to any year. There is a data with the difficult to buy a house, buy a house hot today, the National Bureau of Statistics in 2015 public data show that China has nearly 50 million sets of idle house, which reveals the fact that the society has idle resources of the crowd is increasing, they are in the influence of the Internet finance, began to learn to improve the efficiency of the use of the stock of assets, 2015 has become the first year of the *** enjoyment of the economy.

In 2015, China saw the emergence of more than 30 ****sharing economy enterprises and models, including space ****sharing, cognitive surplus ****sharing, channel ****sharing, and multi-party ****sharing, etc. From these models, it can be seen that there are many different types of ****sharing economy. From these models, we can see that *** enjoyment economy is a kind of Internet opportunity based on demand or supply instantly, the basket of *** enjoyment has become heavier over the years, but the utopian word "*** enjoyment" is a bit light, and some of the models and products are just a ride on the *** enjoyment economy, and the high experience requirements are being highlighted. The pain points are coming to the fore. *** enjoy the economy to sustain the development, it is necessary to channel sinking, the value of the heavy more profound expression.

Six, artificial intelligence prevalent in the first year: play gold well, play to senior

Historical torrent wrapped, but will always be for those who are brave enough to stay in the tide of heaven and earth, this sentence used in 2016 is more than appropriate. This year, the giants do products, without a little bit of smart simply can not hold hands.

Worldwide, a total of 1,485 companies related to artificial intelligence technology financing totaled $8.9 billion, of course, the most frantic than the Internet giant enterprises capital betting, foreign countries have Apple's acquisition of artificial intelligence startups Emotient, eBay announced the acquisition of Expertmaker, Intel, Microsoft, Google, Amazon and so on also have to Microsoft, Google, Amazon and others have also acquired a number of startups. Domestic Baidu ALL INN AI, the launch of the Baidu brain, Baidu medical brain, Tianzhi cloud computing solutions, Ali in face recognition, voice recognition and other marketing outstanding results, NetEase, 360, KU Xunfei, etc. on artificial intelligence, such as NetEase itself has launched a fully intelligent customer service system NetEase Seven Fish, AI anti-spam cloud service NetEase Shield, etc., the wave of artificial has been irreversible.

But more stories, as long as the scene is not deep landing, the pattern will still have the opportunity to change the sky. From the big promotion festival can see, artificial intelligence just give these e-commerce platform more in-depth reach the user's marketing means, there is still a great asymmetry of information between the producer and the consumer, the market and the demand is out of touch, the consumer "to buy good" demand can not be well met.

Seven, strictly selected mode of the first year: the times selected, is the gold to the actual

2017 to the most obvious feeling is advertising / content / product / transaction between the boundaries are becoming blurred, but there is a concept is more and more clear, that is, quality.

After the traditional e-commerce pattern was divided into two by Taobao and Jingdong, the remaining platforms could only survive by the thigh. No one would have thought that at this time Ding Lei was able to cut the lifeblood of this new e-commerce economy, to create a "strictly selected mode", and led to a number of new e-commerce companies, including Mijia Yuping, Taobao Xinxuan, and other "strictly selected mode" necessary for the rise and emergence of new e-commerce companies.

Previously, if you want to buy a whole set of quality household goods from the line, the choice is very cumbersome. Four-piece sets, towels, slippers, etc. to pick the style, than the price, now, in a boutique e-commerce you can one-stop solution. 2017, to "Netease Yanxuan", Xiaomi's "have products", Taobao Xinxuan as a representative of a number of Internet companies led by the selective e-commerce companies are Ali, Ali, Taobao, and Taobao, and the Internet is the first time in the world. Selected e-commerce companies led by large Internet companies are opening up a third path of e-commerce in addition to Ali and Jingdong. This also makes all walks of life have set off a boom in quality positioning, many startups also follow the "strictly selected model" in doing.

To peel back the cocoon, on the one hand, China's consumer groups are undergoing an evolution, the rise of the middle class people, the new concept of consumption was born. Unlike new retail, which discusses the different forms and scenarios of retail. New consumption, on the other hand, focuses on changes in consumers' outlook and behavior. In the past, people pursued how to get what they wanted, but now they are pursuing how to buy better and more tasteful, and this phenomenon is the "new consumption". Therefore, to seize the market demand, quality as the starting platform is undoubtedly able to be recognized and have a broad future.

On the other hand, in 2017, China coincided with the transformation and upgrading of the manufacturing industry, and in the traditional supply chain, manufacturers have long been in a weak position, and have long been at the bottom of the "smile curve". At this time, NetEase Yanshou and other factories directly to the short supply chain road model, to provide preferential business policies, indeed broke the traditional supply chain procurement rules, but also found a let the excellent Chinese manufacturing priority for the Chinese people to serve the transformation strategy.

Of course, in a more quality-oriented business form, to seize the opportunity of new consumption, deep into the upper reaches of the industrial chain is necessary, which also leads to the business model inevitably do heavy. For many years, China's Internet companies have been relying on the logic of traffic realization to earn money, NetEase Yanxuan, millet's way of earning money is actually really involved in the quality of the product control and manufacturing industry, which has a lot of revelation for the Internet.

Zhang Ying, the founding managing partner of Matrix Partners China, recently made an internal sharing, which mentioned that "the flow is getting more and more expensive today, and from the incremental market to the stock market, it is necessary to extend the life cycle of the user, and more fully tap the value of individual users, and participate in the industry to create a closed loop of the whole link. This is not only true for ToC companies, but also for other industries. Investors are also now recognizing this point, in that case, start now, starting today."

It is written in The Little Prince that if you want to build a ship, don't gather people together first to gather wood, assign work and give orders, but teach them to aspire to the vastness of the sea. The internet landscape is like this ship, except not many people know about the far reaches. From the development of 2011 to 2017, the Internet has slowly changed from light to heavy, and gradually return to the essence of business, and promote the socio-economic voyage to the far side of the more quality, relatively rough development more lean, in this way, dry to the extreme can get the first opportunity of the times.