I personally believe that Internet finance is an inevitable trend

In the past period of time, Internet thinking has become a hot topic in Chinese society. Some people vigorously promote it, some people pursue it, some people dismiss it, and some people sneer at it. More people are scratching their heads and cannot figure out what Internet thinking is. Faced with the overwhelming information, they cannot ignore it. As a result, many people, including well-known entrepreneurs and managers, have fallen into fear and entanglement. and confusing dilemmas.

In order to clarify our ideas, let us first discuss what are the characteristics of the Internet era? What are the trends? If you understand these, you can understand how many companies play.

Online

In the 3G era, WIFI has become popular, and the vast majority of mobile phone customers can always be online if they wish. Mobile Internet will become the key to the future in the next ten years, or even longer. the main theme. Therefore, consumers get all kinds of information (good news and bad news) faster, more timely, and with a larger amount of information, especially the younger generation. The Internet has become the primary source of obtaining all kinds of information, including various strategies, reviews, and analyses. Can be checked at any time. The analysis and collision of different viewpoints lay the foundation for the democratic process of the entire country. Before the Internet era, due to various historical reasons, ordinary people had relatively few channels for obtaining information, and the timeliness was not enough, let alone the expectation of collision of different opinions.

Nicheization

With the continuous improvement of China's consumption level, the Chinese market has entered the stage of niche consumption, consumer demand has begun to disperse, and the unified market structure has begun to differentiate. The Internet has played a role in fueling this process. No matter how special your needs are, no matter what kind of product you want, you can almost find it on Taobao. This has brought opportunities to many small and medium-sized enterprises. The large and comprehensive model that relied on economies of scale in the past has been replaced by the flexible, small and specialized model. As long as small and medium-sized enterprises know how to focus and take the path of differentiation, they can produce better niche products than large enterprises and win the favor of a specific group. It can be said that niche thinking is the premise of modern marketing. If you don’t understand the concept of niche, you can’t talk about marketing. From this perspective, China’s niche era is completely later than the niche era in the United States. 30 years.

Transparency

Due to the existence of the Internet, the information between buyers and sellers has become symmetrical. Once a customer makes a voice, it will quickly spread to all parts of the country, forming social pressure. In the past years, because of the advertising partnership and the tacit understanding between traditional media and large companies, they would not undermine each other. The media would greet large companies before exposing corporate problems. In name, it was to check, but in fact Giving companies a public relations opportunity will suppress many problems. Large companies have slowly formed a crisis public relations system. Even if there are major problems with their products, there is nothing to fear. But in the Internet era, everything has changed. Buyer-seller relationships have become normal. Chinese consumers have begun to enjoy the same equal treatment as developed countries and have the right to speak. Companies have to be in awe of their customers. With the advent of various negative review systems, the business environment is becoming increasingly fair and just, and is returning to the essence of a market economy, which is to give consumers the right to choose and the right to speak.

Storytelling

This is an era of excess information. Excessive competition leads to distraction. How to attract consumers' attention has become a major challenge in the Internet era. Therefore, in order to stand out, companies or individuals must have vivid stories that can stimulate everyone's enthusiasm and curiosity. The success masters who are very popular among the diaosi class in the Chinese market take advantage of this psychology of consumers to inspire everyone's enthusiasm for struggle. They tell various inspirational stories, various miracles of getting rich, various successful cases, and heroes. Regardless of the source, they are constantly stimulating the deep desire of the diaosi class to make a comeback. For the diaosi who have nothing, they see a glimmer of success. In fact, all this is just a legend, a carefully fabricated story, and the only beneficiaries are those masters who have successfully learned it and those who fabricated the story.

Entertainment

As Chinese society has entered a moderately prosperous society and hundreds of millions of consumers have entered the middle class, young people in the Internet era, mainly those born in the 80s and 90s, are different from those in the past. There is an essential difference between those born in the 60s and those born in the 1970s. Whether it is work or life, it must be meaningful and interesting. They do not want to live too tired, they need to relax, so no matter what they do, they must pursue entertainment. This is normal. Demand, because the fifth word after food, clothing, housing and transportation is happiness, entertainment happiness, happiness happiness. This is an inevitable trend of consumption upgrading, so cultural consumption will inevitably take off. A movie with a box office of 1 billion in China will become It's normal. I believe that in the near future, there will be movies with a box office of over 10 billion in China. It's not because the movies are good, but because the market demand has increased. People are no longer satisfied with watching the movies, but are interested in them and want to go to the theater. Enjoy an audio-visual feast. Therefore, no matter which industry a company is in, if it wants to win the recognition of the younger generation, it must make a fuss about entertainment and add entertainment elements into the sales, use and service of various products.

Popularization

The arrival of the Internet era, just like the beginning of reform and opening up, has brought opportunities to those grassroots people who have the ability but no connections and backstage, as long as you understand How to discover the unmet needs of target customers and make good ideas based on these needs. If you turn these ideas into good products that delight consumers, you have a chance of success. Whether it is a good article, a good song, or a good idea, as long as everyone likes it, it can be spread widely without any background. The past ten years have been the most serious decade of "fighting for fathers" in China, which has dampened the fighting spirit of many grassroots people. However, if everyone truly understands the characteristics of the Internet era, they will discover opportunities and seize them. Grassroots people may succeed and realize their dreams as long as they seize the opportunity and work hard.

Platformization

Bringing everyone together through the Internet is only the first step. The next step will definitely be the formation of various platforms, so the platform economy will be the main theme of the next ten years. . In the "Profit Model in the 2.0 Era" I wrote in 2006, there was an article like this: The future is an era where platforms will win. In recent years, whether they are Internet rookies or successful traditional enterprise transformation companies, they are basically platform-based, such as Baidu, Alibaba, Tencent, Xiaomi, 360, JD.com, Suning, etc. In the future, entrepreneurs will either have to think about building a platform from the beginning for others to participate, or they will join other people's existing platforms and use other people's platforms to do business through franchising and other methods. However, the characteristic of the platform economy is that it is one of the best. A market can accommodate up to two platform brands, allowing everyone to choose one, instead of dozens of brands appearing in one product category as in the past.

Digitalization

The Internet has opened up the era of digitalization, making many fanciful ideas in the past become reality. The world is getting closer and closer to a smart earth, smart cities, and smart life. More recently, various remote diagnosis, remote control, and remote monitoring have become a reality, and scarce resources can be fully utilized and optimized. As various wearable devices gradually enter people's lives in the next few years, big data (knowledge management) will no longer be a professional term for a few people, just like cloud computing. Various companies collect users' various information through wearable devices. This kind of data becomes very valuable information through technical processing. I remember that in 2002, as a guest of the Chinese Hall of Fame, I gave a speech at the Guanghua School of Management of Peking University. At that time, someone friendly challenged me and asked me to give up my popular marketing job to do so-called knowledge management (chief executive). Knowledge officer) was demoted? I said at the time that today, everyone thinks marketing is more popular, but in more than ten years, knowledge management will definitely become a hot topic in Chinese society.

Straight-through

The companies that will be most affected in the future are all kinds of intermediaries, intermediate links, and agencies. Unless these companies can evolve into platform companies and form a two-sided market, they will Buyers and sellers have obvious platform value, whether it is economic or service, whether it is experience or risk. Otherwise, you will face great challenges. The power of the Internet is to flatten channels. There can be a direct connection between manufacturers and end customers, or a short circuit. Companies can deal directly with end customers, listen to their voices, and get customer feedback. , allowing customers to participate and putting pressure on intermediate links. Although manufacturers cannot sell 100% of all products through e-commerce and may use intermediaries in the sales process, the market control of manufacturers will be significantly improved.

Integrity

The widespread use of the Internet in all walks of life will force many power departments to change their working methods and remove a lot of unnecessary human intervention. When dealing with various institutions in the future, Appointments can be made through the Internet, and many things can be handled online, including online applications, online payments, online reviews, etc. This greatly reduces the opportunity for rent-seeking through power and continuously improves the integrity of the entire society. At the same time, the Internet, as a tool for supervision and restraint, can easily report the behavior of some criminals, bypassing the control of many people on traditional media, and making many people with power fear that once someone takes a photo and puts it online, something will happen. Far away, so the Internet will definitely accelerate the transformation of Chinese society and be of great help in regulating the market order.