Two concepts make clear the pros and cons of "Internet +"

Abstract Many people are wondering what the Internet is doing. In the era of great change, we must return to the essence of business to think about problems. The meaning of enterprise existence is to create value for users, which is unchanged. I divided this into two parts, one is called creating value, one...
Many people are thinking about what the Internet is doing. In the era of great change, we must return to the essence of business to think about problems. The meaning of enterprise existence is to create value for users, which is unchanged. I divided this into two parts, one is called creating value , and the other is calling value . Haier made the refrigerator, Suning sold it. In short, Haier is creating value, and Suning is delivering value.

Let's look at a slightly more complicated example of a TV channel. I especially like Jiangsu TV's "The Strongest Brain" program. So is Jiangsu Satellite TV creating value or delivering value? In addition to movies and TV series, Jiangsu Satellite TV's news programs, talk shows and entertainment programs are all produced by themselves. From this perspective, it is creating value; but these original programs are released through Jiangsu Satellite TV's own channel. The channel is the value of delivery. Therefore, Jiangsu Satellite TV creates value and transmits value. However, the Internet has come, and which property of the TV channel is challenged by the Internet? The Internet first challenges its value-transfer attribute. For example, I like to watch "The Strongest Brain", but I can hardly sit at the TV every Friday at 9:00, because I basically have this time. Arrange, usually I am looking for the most suitable time to go to Youku or Iqiyi. Of course, Jiangsu Satellite TV hopes that I will watch TV on Friday night because its main income comes from the advertising fees brought by the ratings. Although a video site like Youku also paid a little program copyright fee, it is not comparable to advertising fees. After TV channels found fewer and fewer people watching TV and more and more viewers on the site, its main income was greatly challenged. After many people don't watch the program through the TV channel, the property of the TV station to deliver value is greatly challenged, so the Internet first challenges the attribute of its value. Today, the State Administration of Radio, Film and Television does not allow, if you allow your home TV to open is Youku, what changes will it bring? We seriously think about what is the "channel"? A channel is nothing more than a set of TV shows being played in a fixed logical sequence. On Youku, there are so many programs. In theory, there are countless people who can create countless such continuous broadcasts, that is, create countless "channels". So if your home TV is Youku, you will be drowned in the ocean-like "channel", and the "channel" will become almost worthless. What was important at that time was not the channel of the resource itself, but the content inside the channel. The fact that traditional TV "channels" become worthless can pose a huge challenge to business models such as television stations. Not only TV stations, but also traditional media such as radio, newspapers, magazines, etc., are actually a truth. The first thing they are challenged is the carrier of value.

For another example, the restaurant. Is the restaurant creating value or delivering value? Most people think that restaurants are creating value, and I agree, but is the restaurant creating value? Is every part of it creating value? That is not necessarily the case. The restaurant is a typical “front store and back factory” business model. The kitchen behind it is the “factory”. The dozen tables in front of it are “shops”. In fact, the real value is the kitchen behind, the front of the table is used to convey value. This "knife" cuts is crucial, because if you know how to cut value and deliver value, you will understand what the Internet is doing today.

One company was "hungry" and got a $350 million investment at the beginning of this year. What did it do? It's not a fast food in your central kitchen, and it's sent to your office for you to eat. It's actually going to the restaurants near your office, buying the food and giving it to you. At this time, you think about it, the attributes of the kitchen to create value have not been replaced, or they are cooking; hungry, American group take-out, Baidu take-out, they are replacing the transfer of value with higher efficiency, also It is the front hall of the restaurant. For example, I often go out on business, sometimes I don't necessarily want to go out to eat at the hotel, I will use the hungry or Baidu takeaway to order. I sometimes ask the young man who delivers the meal. How many meals are you sending out for a day? A young man told me that 30% of their meals are now eaten in the store, and 70% are sent out. Everyone thinks that the kitchen in this restaurant was only the front office, and now 70% is sent out, which means that the efficiency and value of the kitchen have been more than doubled. So what is the Internet doing? Today, the Internet is actually replacing the original way of delivering value in a more efficient way, and letting the value-creating attribute play a greater value.

Let's look down again, is the kitchen all creating value? The real value in the kitchen is actually the chef, because there are also pots and pans in our home. We may feel safer in the home. After this "knife" was cut, today there is a new business model called "Love Chef". You can ask a chef to run to your home to cook. Once I called a four-star Hunan cuisine cook on our "Love Chef" app to cook at our house. He wore a big white hat, dressed in a chef's clothes, and used our oily vinegar to make four dishes and one soup in our kitchen. When I finished, I ate and found that it was really better than me. Then I paid the chef 69 pieces of money, and many people think, wow, how could it be so cheap. But if you think about it, if the chef cooks two dishes at noon and in the evening, and makes four meals a day (some people make four dishes and one soup, and some people make ten dishes and one soup), the money he earns in a month may More money than he earned as a restaurant chef. After the Internet has repeatedly cut the link to pass on value, it has actually made the value-creating people get more benefits. Therefore, the Internet actually uses a more efficient means to cut off many links that convey value, and thus enters the carnival of value-creating people.

Let us give another example and publish it. The approximate process of the Chinese publishing industry: the author writes the book first, then hand it to the publisher for publication, and then finds the printing house to print. Before the Internet is available, after printing, it is going to the offline bookstore to sell it. In the past, it was like this. of. However, after the Internet came, there was a network bookstore called Dangdang. Dangdang was actually a printed physical book, but it was not sold through offline stores, and the cost was reduced with higher efficiency, so I could Buy a relatively cheaper physical book online. Dangdang actually cut off the value of the offline bookstore through a more efficient way. After that, Amazon launched an e-reader called Kindle. The e-reader is very good. I don't even need a paper book. With such a very lightweight electronic device, you can put thousands of books in it and watch it at any time. The book is still published by the publisher, but it is not printed. So what did the Kindle do? It continues to cut off the printing house that delivers value, and the book is still the same book, just that it doesn't need to be printed. Then came a website called the starting point Chinese network, some people wrote serials on the starting point online, and some people paid to read these serials online at the starting point. Some people pay to read it and become a decent business. Internet reading doesn't even have the concept of a book. It doesn't need to be published at all. This may kill the publishing house. So what do you think the Internet is doing? It cuts off the value-passing links in one fell swoop, allowing the value-creating person to exert his greatest value.

For example, a small friend who wrote serials on the Internet called Tianshou Potato. It is said that he went to see the chairman of the Chinese Writers Association. He was asked by the chairman of the association. Do you write books for the children? How much can I earn in a year? Tianshen Potato said that I wrote a novel online, and the annual income is 30 million yuan. You think about it, a young child who writes online and earns 30 million a year. Why can it be done? Because he used all the high-efficiency methods to remove all the intermediate links and touched all the readers who could be reached, provided that he wrote really well. If he is really recognized for writing, he will enter a carnival of value-creating people. Originally, the publishing industry gave the author a royalty of 8%-12%. You bought a book with 40 yuan. The author can only get about 4 yuan, which is about one tenth. Others can't get 90. % is caused by the intermediate link. Therefore, after the Internet has reduced the value of the transmission process, the value-creating person has entered a carnival.

In the past offline economic era, advertising and channels sold some second-rate products better than other second-rate products. The Internet has no way to turn second-rate products into first-class products, but after the Internet has greatly reduced the transmission of value through advertising, channels, etc., so that some truly first-class products can reach consumers with the shortest distance, so that truly first-class products You can have the most users and enjoy the most value .

Finally, we return to our abrasives industry. As long as the company is willing to make good products, establish a good reputation, and use the Internet to spread and gain more customers, "Internet +" will definitely help you earn. More profit.

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