Hidden under the giant To B business
Update time:2019-05-28         Source:Toby net

To some extent, the comments of Internet bigwigs are a bellwether for the industry. Ma huateng, lei jun, wang xing, Zhou Hongyi and others have talked about many times that with the digitization process, the main battlefield of mobile Internet is developing from the consumer Internet in the first half to the industrial Internet in the second half.Subsequently, a number of Internet companies began to re-evaluate the value of the B terminal. Tencent made the third organizational restructuring and increased investment in AI, robotics and quantum laboratory. Alibaba strategy upgrade, ali cloud upgrade ali cloud intelligence, further increase the proportion of cloud computing and artificial intelligence technology in the enterprise; At the end of 2015, jingdong launched the enterprise customer service 'jingdong gold mining' to provide financial service tools.Respecting the physical format, to B's business has a new story.To B or not To B, it's no longer a choice, it's all in.20 years to C,20 years to BThe history of China's to B industry can be traced back to yonyou and kingdee, which have been involved in cloud services since the end of the 20th century. They are also the earliest enterprise service providers in China.Currently, there are three popular enterprise service models in China, PaaS (platform as a service), SaaS (software as a service) and IaaS (infrastructure as a service).IBM, oracle, Microsoft and other well-known companies have been born in the enterprise software market of the United States, but there has been no large enterprise software service company in China.Not only do enterprise services fewer enterprises, the investment market is also cold. According to data from China e-commerce research center, the global B2B output value in 2013 was 15 trillion us dollars, and the B2C output value was about 1.2 trillion yuan, much smaller than that of B2B.About 40 per cent of venture capital investment in the us is in to B, compared with about 5 per cent in China.Looking back at the changes of Internet business tide in China for more than 20 years, to C has supported half of the country. Whether it is BAT in the first half or *** in the second half, most of them start from the client end (C end) and gradually become full-fledged.Relying on China's huge demographic dividend, the booming consumer end has spawned alibaba with 480 billion us dollars and tencent with 570 billion us dollars, which still occupies half of the Internet.However, the demographic dividend is gradually exhausted. In the environment where traffic equals users and users equals consumption, vicious competition is easy to occur among various platforms in order to increase market share. You take 20% and I only take 15%... It leads to oversharing or overlapping of resources, aggravates the selection cost of demanders, and also causes industry inefficiency.The bottleneck of c-end business is becoming more and more obvious, and the demand side is saturated. The supply-side reform with enterprises as the core role is imperative. People began to call for embracing to b. ma huateng said publicly that 'the consumption Internet without the support of industrial Internet can only be a castle in the air.'The toc industry exploded in the past, creating more than 400 billionaires. It is almost impossible to overtake on the corners of the old circuit.Pinduoduo swept 'beyond the fifth ring road' and harvested a large number of users in third-tier cities, accounting for the last wave of dividends on the c-terminal. Meituan wang xing also mentioned in an internal sharing that 'the next wave of Internet recovery is the innovation of supply chain and to b industry.'Everything is ready except the east wind. To B is poised To take the lead, and the giants who have enjoyed great success in the consumer Internet have entered the market early To seize the advantage.The giants' plan BInternet companies have gradually extended their business lines into enterprise services after facing various battles in the consumer market, such as group buying, take-out and car-hailing.But for the most to B gene baidu, not difficult. Baidu has long been in the b-side business, whether it's Apollo's driverless car ecosystem or DuerOS's secretive AI app ecosystem.'Enterprise is not new, but the future will be very new and very market.' At this year's AI developer conference, baidu Cloud also launched ABC strategy, AI artificial intelligence, Big Data Big Data and Cloud Computing. Baidu Cloud also launched AI to B platform, which takes AI as the entry point and provides full service to B terminal.Baidu is based on AI, while alibaba is focusing on its own e-commerce ecosystem. If nail is the most typical example of ali's enterprise instant messaging IM, cloud computing is closer to the underlying enterprise service technology.After ten years of deep cultivation, aliyun finally achieved results in 2013, and became the first enterprise with complete cloud computing capacity in China. Aliyun also began to provide services for alipay enterprises around singles' day and taobao ecology.In recent years, it has successively signed cooperation agreements with digital China, SAP, accenture, 21vianet, cica and other enterprise service giants, and the cloud ecosystem continues to grow.Tencent continues its social advantage. It first launched the enterprise internal communication software RTX, and now it connects the enterprise WeChat and employee WeChat around the WeChat ecology, connecting the enterprise internal and external to solve the needs of information collaboration.With the promotion of consumption upgrading, jingdong, which is the first in quality, has been pursuing extreme logistics experience. Its asset-heavy operation route has been criticized. However, when the track is transferred from the c-end to the b-end, jingdong's self-operation and heavy mode shows its advantages.Enterprise services are characterized by long cycles, steady revenues at first, huge flywheel effects once they reach a certain scale, exponential growth, and huge profits.Especially for the demander, once an enterprise service is selected, it means putting important operational data of the enterprise on the platform, and data migration will affect the smooth operation of the business. Therefore, once an enterprise service is adopted, it is likely to be deeply bound with the supplier.For suppliers, the best and most convenient way is to serve their upstream and downstream, which can not only consolidate the original business, but also contribute to the construction of ecology.BAT and other giants have entered into enterprise services. In addition to consolidating existing advantages, the most important point is to grasp the entrance of future business: data.In the era of digital economy, data are collected from offline to online through equipment. Compared with the high-tech difficulty of giant cloud server, IT equipment rental is more convenient and practical, which lowers the threshold for smes to use, greatly improves the efficiency of data collection and transformation, and is conducive to establishing the data standard of smes.The 'China office equipment rental industry market forecast analysis report' released by qianzhan industry research institute points out that the number of small and medium-sized enterprises is more than 50 million, every year only printer, copier shipments of more than 15 million, the industry is expected to reach the overall market size of more than 100 billion yuan.'Purchasing by renting' has become the trend of future production and operation development of enterprises. However, IT equipment leasing in China is still in its initial stage, and the overall penetration rate is less than 5%.In the face of such a large blue ocean with a scale of 100 billion, the giants who always maintain their business acumen will not let go. Ant financial invests in renren leasing, jd invests in xixiong u leasing, Vipshop founding shareholder wu bin invests in xiaobo leasing, IT equipment leasing has developed into a strategic ticket to B from the leasing economic branch of minzhong.However, how to accurately and effectively help enterprises to solve problems such as high pressure on capital, difficulty in IT operation and maintenance, and poor operational flexibility, so as to upgrade from short-term leasing to long-term office leasing and then to smart office ecological business has become a challenge faced by all IT equipment leasing providers.Renren leasing chooses platform + partners to enrich its product line, while little bear u leasing chooses deep leverage on the basis of self-built storage and logistics and maintenance and protection.Firstly, the strong data integration ability of jingdong cloud is utilized to integrate the service scenarios, logistics distribution, data transformation and smart financial services of enterprise customers, so as to create a solution integrating smart office scenarios and the whole life cycle of office assets. Secondly, more than 30 enterprises, including jingdong finance, industrial and commercial bank of China, ctrip travel, and local **, jointly launch the credit system alliance of 'xinyi +'. Through the integration and exchange of credit data from all walks of life, the enterprise side credit evaluation system is formed to build a complete closed loop of Internet + credit + lease.Traditional time-sharing leasing, by virtue of the Internet sharing economy, endows IT equipment leasing with more imagination space and increases the exposure of IT equipment leasing service providers such as little bear u leasing and small leasing in front of capital. Office equipment problems will not only affect the efficiency of enterprises, but also bring hidden trouble for enterprise information security.IT equipment service providers that can relieve the financial pressure for enterprises and provide customized maintenance services to meet the asset-light operation needs of small and medium-sized enterprises will naturally be favored by capital and become the first choice of giants.The new story to BAccording to statistics from relevant institutions, there were about 866 financing events in the domestic enterprise service market in 2017, and 494 financing events in the first half of 2018, with a total investment of about 9.476 billion yuan in June.The capital market to the enterprise service market's attention, also accompanies more and more people to enter the bureau.'The most important thing for investment is to find a segment and track, looking for opportunities around China's current and future situation and trends,' said fu zhonghong, managing partner of darchen venture capital.Different from the battle for the total national time in the to C market, the to B market is still in the process of gaining territory. In the process of the birth of standards, whoever can plant a flag in the territory and quickly infect customers to open the market will have the first-mover advantage.In the segmented field, IT equipment rental can give full play to the characteristics and value of each product and recycle IT, which is a concept of sharing, green and environmental protection and represents the future development direction. Enterprise IT service is a market of 100 billion yuan. IT is still in its early stage in China, with very low penetration rate and huge imagination space.For a giant that already has trillions of dollars in assets, it would be better to invest in a professional company that has been dedicated to vertical segmentation for more than a decade than to cut the cake itself. The combination of jingdong and xixiong and ant financial and renren are typical examples.Cheng hao, founder of xunlei, said that both China and the United States have developed Internet, but the difference lies in the large to B market in the United States, where SAP and oracle companies with tens of billions of dollars or even hundreds of billions of dollars were born. However, the largest to B company in China is not even one tenth of the size of to C company, which is an interesting phenomenon.Now it is this 'interesting phenomenon' that gives opportunities to established companies such as little bear u, which has been deeply engaged in vertical fields for many years. As one of 45 million smes, they could also become multi-billion dollar public companies and unicorns on the to B track, such as Salesforce and Slack.They will write the new story of To B.'Hidden under the giants To B businessFrom the giant building open platform, see the arrival of the era of mutual gold 2.0Xue hongyan, director of the Internet finance center of suning financial research instituteRecently, at the baidu AI developer conference, du xiaoming released yunfan open platform 2.0, which exports standardized loan services to consumer financial partners, becoming another landmark event for the giant to open its fintech capabilities. As early as 2016, Internet financial institutions started the transformation of fintech. In 2017, fintech and traditional finance moved from competition to cooperation with the five BATJS behaviors. Since then, the giants have built open platforms, and fintech has embarked on an ecological, open and collaborative path.The conventional wisdom is that the shift from Internet finance to open collaboration in fintech has more to do with the regulatory environment. In my opinion, this view is not sufficient. Strong financial regulation only opens the way for the transformation of hujin giants in advance. From the perspective of deeper driving factors, the transformation of hujin giants to open platform is sooner or later.Mutual gold 1.0: get the scene, get the worldAt the stage of mutual finance 1.0, Internet finance and traditional finance were more in a competitive relationship. The direct cause was that traditional financial institutions could not meet the financial needs of new Internet formats and their users, so Internet giants began to engage in finance themselves.Ant financial's path is typical. Around 2004, the ecological environment of e-commerce was still very immature, and buyers and sellers lacked trust. Many transactions were mainly in the same city, and online information contact, offline physical and financial delivery were still the mainstream methods. To solve the problem of trust between buyers and sellers, taobao launched alipay, which provides guarantee payment service for both buyers and sellers (that is, after the buyer confirms the receipt of goods, alipay will give the frozen funds to the seller), which is the prototype of third-party payment in China.After the birth of a new thing, its development itself will bring a series of derivative problems, and many explorations and efforts to solve these derivative problems have resulted in the birth of larger and more promising businesses in hindsight. In order to reduce the pressure of financial reconciliation, the virtual account system was put on the agenda. The launching of the virtual account made it possible to keep the user information, laying the foundation for the later big data risk control and financial technology.Since 2011, with the issuance of third-party payment licenses by the central bank, Internet finance has evolved from an invisible opportunity to an explicit outlet. A large number of Internet giants began to lay out Internet finance business. Taking the payment license as an example, alipay and tenpay were listed in the first batch (May 2011), suning yifu was listed in the fourth batch (July 2012), and baidu baifu appeared in the seventh batch (July 2013).Relying on their respective ecological scenarios, to build account system by payment, drainage products based on baby finance, value-added services by consumer finance, the Internet financial layout of the giants has been completed around 2014.In the second half of 2013, commercial Banks started the Internet transformation in the way of direct banking, which was similar to mutual gold products in terms of product forms, but the result of competition was not ideal. There are many reasons, but one is very important. Internet giants themselves are scene parties, and their financial products are naturally embedded in the scene and close to users, which can better meet users' financial needs. However, there is always a layer of scenario between the financial products of Banks and their users.The difference between traditional financial products and mutual financial products seems to be the difference of experience, but in essence it is the difference of scene. In mutual gold 1.0 stage, get the scene, get the world. Even for a time, scene finance became another name of Internet finance.Mutual gold 2.0: from single competition to ecological competition, the industry reproduces the overtaking window on the curveFrom inside the scene to outside the scene, it is the stage that the giants must go through to do finance. At this time, Internet giants tend to separate their financial businesses and set up special financial groups to walk on two legs: inside and outside the ecosystem.Under the thinking inertia of scene finance, the giant's service to ecological outsiders is also realized through the scene. First, it cooperates with the scene party to embed financial services, further confirming the saying that 'Internet finance is scene finance'.However, when the competition enters the open scenario phase, either party loses its absolute control over the scenario. Without the blessing of exclusive scenes, mutual gold products and products of traditional financial institutions are getting closer and closer in experience. At this time, the essence of competition returns to financial products themselves. For example, who pays more for products? Loan products, whose interest rate is lower; Financial products, whose safer, higher returns and so on.Meanwhile, the product experience of traditional financial institutions has been improving. Financial products are highly homogenized. The new financial model created by Internet giants to better meet the needs of users in the ecosystem is quickly popularized in the industry. It not only drives the rise of Internet finance industry, but also forcibly starts the Internet transformation of traditional financial institutions as a challenger. In this process, the leading edge of Internet financial products in experience is getting smaller and smaller, and some areas even lag behind the banking institutions. Take third-party payment as an example. With the implementation of account limit, transaction limit, T+0 limit, transaction number limit and other policies, and the resumption of charging strategy by giants, the user experience is declining.When one party no longer has the crushing advantage, open cooperation becomes the new trend. Strong financial regulation has accelerated this trend.In the new industry trend, the competition logic has changed. At this time, who can bring all the different advantages together, who can provide users with better financial services, so as to represent the future development trend of the industry. With Internet giants building open platforms as a symbol, the era of mutual gold 2.0 has arrived.In the era of open collaboration, the outcome is no longer the outcome of a single institution, but the outcome of the whole open platform.For hujin giants, relying on their own differentiated resource endowment, to attract partners with differentiated advantages in specific links, to build an open platform and develop in coordination, is expected to become the mainstream mode of hujin in phase 2.0. At this time, mutual benefit and win-win situation become the basis and premise of platform construction. As zhu guang, senior vice President of baidu and CEO of du xiaoman finance, said at the conference, 'through cooperation, partners can not only make profits, but also bring technology and ability to partners, and help partners to continuously innovate in science and technology'.At the same time, under the development trend of the new industry, specialists are more popular than generalists. Therefore, organizations with irreplaceable advantages in a certain aspect have the opportunity to overtake on corners.Rely on the advantage of differentiation, let the long board longerIn phase 2.0, scenario is no longer the only winning factor. Customers, capital, data, technology, assets and other core elements that constitute the financial closed loop can all become the winners or losers in determining the trend of the chess game.Specifically, scene giants such as ant financial, tencent and suning finance rely on their competitiveness in scene, customer and data. Banking giants such as CCB, icbc and CMB rely on their competitiveness in terms of customers, capital and assets. Tech giants such as baidu finance rely on their competitiveness in customer, data and technology. And other organizations with differentiation advantages in specific links are all qualified to build open platforms and participate in the 2.0 stage competition.Due to the different resource endowments among the giants, the building paths of open platforms are obviously different.Taking ant financial service as an example, it has established first-moder advantage in financial cloud, payment, personal credit and other industry infrastructure fields, and has an advantageous position in connecting multiple scenes. Besides the financial field, it has also made efforts in business consumption, transportation, government affairs, people's livelihood, education and medical care and other fields.As for tencent, on the one hand, it continues to widely connect scenes and consolidate the giant status of WeChat payment; on the other hand, it relies on the advantages of customers and data to carry out extensive joint loan cooperation with financial institutions. For example, by the end of 2017, webank had cooperated with 50 financial institutions in providing loans, extending a total of 870 billion yuan to 12 million people.As for degree xiaoman, it exports AI Fintech solutions relying on baidu's differentiation scenarios and leading edge in the field of artificial intelligence. Taking the open platform of consumer finance released this time as an example, it integrates a whole set of consumer finance solutions, such as intelligent marketing, intelligent customer service, block chain (ABS), rock (risk control) and intelligent collection, to export standardized loan service capabilities.Again in suning financial, for example, based on its to be the leader of the Chinese financial O2O positioning, relying on service online scene financial science and technology strength and data accumulation, successively launched block chain blacklist sharing platform, 'the phantom is' anti-fraud intelligence map, such as abnormal warning system 'as' account financial open platform of science and technology, the industry output of risk control and anti-fraud capabilities.For banking giants, on the one hand, relying on the advantages of capital and diversified financial products, they have carried out extensive cooperation with mutual finance giants to achieve rapid business growth and accelerate internal transformation with the help of external forces. On the other hand, we will make progress and lay a solid foundation in terms of science and technology architecture, account system, business process, scene operation and even innovation mechanism, and gradually build financial service solutions and open platforms capable of external replication.Eventually, these open platforms will compete on the same stage instead of individual institutions.However, the giant wars that everyone knew in the 1.0 phase may not be repeated. In the ecological competition, all parties are closely intertwined, competing with each other and cooperating with each other. The coexistence of multiple ecosystems is expected to become a new pattern in the 2.0 stage.Making the longboard longer is the most valuable way forward for all parties in the ecology. Go back to sohu for more

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