In June of this year, Internet Weekly made a prediction that the general direction of the Internet in the next 20 years is that the Internet will drive the overall economy to upgrade to the experience economy, and the commercial Internet will upgrade to the eco-brand, from a competitive enterprise. Brand, to the evolution of eco-brands positioned to win-win, including platform brands, community brands will become mainstream, brand connotation will shift from zero-sum game to eco-win. Now, we have an important supporter. September 20 Haier Zhang Ruimin proposed the concept of the three-generation system, and believed that the future is the ecological circle, ecological income and ecological brand.
The life of the three-generation system refers to the ecology. Looking back at the Internet for the past 20 years, while seeing great achievements, if there is one biggest regret, this is the bad tradition of making traditional Chinese manufacturing price wars from offline. Brought to the line. Ma Yun is now retired, e-commerce law has also been introduced, Internet business development needs a new direction. Ecology, is this direction. According to Zhang Ruimin's judgment, such a new trend, will be in 2019, 2020 The year detonated. This trend is manifested in the evolution of the ecosystem to the user experience iterative ecosystem driven by the Internet of Things, artificial intelligence.
It is worth noting that Zhang Ruimin made sharp criticisms on some important thinking errors of Internet people. For example, he pointed out that Internet people only understand the level of technical sensors in the Internet of Things, while ignoring the true sensing should be emotional sensing. Internet people's understanding of e-commerce is often limited to trading, not community interaction. These criticisms are very pertinent, and they hit the nail on the head.
Ecology corresponds to the extinction of existing e-commerce. Ecology was originally advocated by e-commerce giants, but the Sansheng system subverted the original ecological concept. As a neutral third party, we can conduct one of these two opposite ecology. Objective comparison.
First, whether it is a win-win situation is the criterion for distinguishing between true ecology and false ecology. Ecology is a win-win situation. A basic criterion of ecology is win-win, including win-win and win-win. The e-commerce giant's 'ecology' is a prominent Soft underbelly, it is difficult to achieve a win-win situation, which makes the ecology only cluster. The deep reason is that the e-commerce giants fight the price war and lead to zero-economic profit without differentiation. Based on zero profit (P=MC) Ecology can only make a win-win situation into a zero-sum game. This is the economic reason for e-commerce giants to reverse the ecology. Haier’s win-win positioning requires equal economic profit (P=AC) through differentiation. System, ecology, the trick is to create enough value for each stake.
Second, can we interact and decide whether we can win together? Why do e-commerce giants only play price wars and cannot win the win-win effect of price increase competition? The surface reason is that e-commerce giants can only differentiate themselves individually, but not With the ability to differentiate systems. The Internet has evolved to the point where it is found that differentiated articles are not tailored to individuals, but require the platform to have the ability to support individualization and differentiation, which depends most Whether the platform has interactive functions. The e-commerce giant can't do the ecology with the symbol of win-win. The reason is that it will do e-commerce. Its platform only supports transactions and does not support interaction. This is the embarrassment of China's e-commerce.
Third, there is no value-added power, and the value of interaction value is determined. E-commerce and interaction are not interacting for interaction. It is not like WeChat, the focus is on the development of technology plus culture, but to serve to increase the value of e-commerce. The secret of the three-generation system is to make the temperature of the interaction. Because the temperature is the price increase, the value-added. This is the frontier of the next generation of e-commerce.
Yesterday (September 20), on CCTV's "Dialogue" program, the host asked me how to look at the relationship between Internet e-commerce (transaction mode) and eco-business (interaction mode). I candidly said that I don't think the former is high. In the latter case, on the contrary, the latter is higher than the former, and it represents the future development direction. From the perspective of the Internet alone, I think the problem now is that it will do e-commerce, it will not interact; it will do interaction, it will not do E-commerce. When the two are combined, the e-commerce of China's Internet is invincible.
Here, I would like to remind people in the industry that in the era of Ma Yun’s retirement, he should focus on the ecological circle, ecological income and ecological brand.