"Special" Internet National Research and Political Situation·Economic Information Think Tank: Can find the right path to development
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"Facing the particularities of the Industrial Internet in terms of target objects, Internet roles, business models, etc." Wan Xiangjun, executive member of the All-China Federation of Industry and Commerce and director of the China Economic and Information Technology Research Center, said that starting from the particularities, we can find the Industrial Internet The correct development path of the times.
Compared with using new ways and methods to continue to tap the consumption potential of C-end users themselves, the development method targeting B-end users is more like a "big deal." After all, in the PC era and the mobile Internet era, the production process of B-end users has not changed too much for you. The raging Internet wave we have seen is just a sales channel for B-end users. Therefore, transforming the B-side just like the C-side was transformed has become a new choice for more and more people.
China Think Tank for Determining Research: Dialogue Economic and Credit Research·China’s Economy and Informatization-National Research Political Situation·Determining Theory-Economic Information Research Think Tank, this is what we usually call the industrial Internet era. Correspondingly, the era that targets C-end users is called the consumer Internet era. Just as concepts such as food delivery, shared bicycles, Internet home decoration, and Internet finance emerged in the era of the consumer Internet, in the era of the industrial Internet, the concept of "new" dominance also emerged. New retail, new finance, and new manufacturing are all derived from the big concept of the Industrial Internet.
Although the industrial Internet has the same "Internet" elements as the consumer Internet, the role of the Internet in it has undergone profound changes: in the era of consumer Internet, the role of the Internet is dominant, whether it is the establishment of a platform , or model innovation, the Internet plays a leading role in it; in the era of industrial Internet, the role of the Internet is more like an infrastructure, it appears in every link like water and electricity, and the real driver Power has become new technologies represented by big data, cloud computing, blockchain and artificial intelligence.
This essential difference between the industrial Internet and the consumer Internet ultimately determines that it is more like a newborn born in the embrace of new technologies. When everything matures, it will inevitably be greeted by a thriving future. As a result, more and more people have begun to join the embrace of the Industrial Internet, and more and more people have begun to become followers of the Industrial Internet. A new era with the industrial Internet as its main concept has begun.
A mixed bag of good and bad, the industrial Internet looks like the consumer Internet
The broad blueprint drawn by the Industrial Internet for people has made more and more people feel that there is an opportunity to take advantage of it, so they have begun to participate in it in various ways. More and more models have begun to emerge around the Industrial Internet, and more and more people have begun to participate in it. Many platforms. For a time, the industrial Internet began to be like the consumer Internet era, with everyone participating and everyone pursuing it. The particularity of the industrial Internet itself determines that we cannot simply look at it with the thinking of the consumer Internet. The so-called particularity of the industrial Internet mainly includes the following characteristics:
Target object specificity
The Industrial Internet is an existence that targets B-end users. Compared with C-end users, B-end users themselves have their own special needs and preferences. We cannot simply operate by burning money and subsidizing. Compared with C-end users who need convenient and fast consumption methods, B-end users are more in need of cost-reducing and efficiency-increasing production methods. Therefore, if we look at the B-end in a way that satisfies C-end users, it will not be able to achieve substantial results. . Only by meeting the needs of B-side users for cost reduction and efficiency improvement can the industrial Internet truly come into reality.
In addition, B-end users also do not just rely on deintermediation to achieve efficiency improvements. In-depth transformation of the production and supply logic that B-end users have formed is the main aspect that determines the future of B-end users. For industrial Internet participants, we cannot just rely on building a platform to participate, but must be deeply involved in the production and supply process of B-end users.
From the perspective of the target audience, many people only view B-end users in terms of consuming the Internet. What they provide are ways and means that can promote B-end users’ consumption. However, they lack the cost reduction and increase benefits for B-end users. effective service capabilities. Although there are many players involved, the way they bring the industrial Internet into reality is no different from the consumer Internet.
The particularity of the role of the Internet
The industrial Internet is the same as the consumer Internet. Both have the word "Internet" in them. However, the role and function of the Internet in them are quite different. For the consumer Internet, the role played by the Internet is leading and promoting; for the industrial Internet, the role played by the Internet is basic and auxiliary.
Simply confusing the functions and roles of the “Internet” in the consumer Internet and the industrial Internet will only bring the industrial Internet into the development cycle of the consumer Internet. What needs to be made clear is that in the era of industrial Internet, the Internet has actually become the standard in various industries. Even the smallest B-end users actually already have the support of Internet elements.
At this time, what we need to do is to regard the Internet as a catalyst that penetrates into all processes and links of the industry, and bring new technologies into all aspects of industrial production through the Internet, thereby changing the production and supply logic of the industrial Internet. , but what really changes are new technologies represented by big data, cloud computing, blockchain and artificial intelligence.
Ignorance of the particularity of the role of the Internet eventually led many players to regard Internet technology as a means of transformation, and began to use the platform model of the consumer Internet era to implement the industrial Internet. This actually made the development of the industrial Internet more promising. The shadow of the consumer Internet era. When the Industrial Internet fails to bring changes to the industry, the so-called Industrial Internet has actually become the "Consumer Internet II."
The specificity of the business model
Back in the consumer Internet era, we see that almost all Internet companies achieve their own profits through matchmaking, intermediaries and advertising fees. This is true for BAT and the same is true for TMD. This business model determines that we must obtain as much traffic as possible in order to enhance the probability of matching and intermediary, thereby achieving profit growth.
This is the reason why leading Internet giants in the consumer Internet era continue to build their own ecosystems. What is an ecosystem? The so-called ecosystem actually constructs a "reservoir" for traffic, which allows traffic to be retained between different businesses on large-scale Internet platforms.
In fact, the business model in the industrial Internet era has undergone profound changes. Its profit model is achieved by improving efficiency, saving costs, and increasing the efficiency of the connection between supply and demand. What the Industrial Internet focuses on is not the success rate of matchmaking and intermediary, but the ability to transform and reshape.
To put it bluntly, the industrial Internet relies on cost reduction and efficiency increase for B-end users to achieve profitability. Even if the players of the Industrial Internet have a lot of traffic, if they cannot provide these traffic with services that transform the traditional production and supply methods, or if they cannot change the traditional production and supply methods of these traffic, in the end, they will It is still unprofitable.
Ignorance of the particularity of the business model has ultimately led to almost all industrial Internet players seeing how to obtain as much B-side traffic as the key, but ignoring the ability to transform B-side traffic. When the industrial Internet has fallen to this point, it has long been no different from the consumer Internet and has become synonymous with the consumer Internet.
The ignorance of the particularity of the industrial Internet has ultimately led to us seeing more and more shadows of the consumer Internet in the era of the industrial Internet. On the surface, the industrial Internet era is a prosperous scene. In fact, the industrial Internet has long become synonymous with the consumer Internet. Only by understanding and coping with the particularities of the Industrial Internet can the Industrial Internet truly be called the industrial Internet in the true sense and no longer a shadow of the consumer Internet.
Facing its particularity, how can the Industrial Internet become an Industrial Internet? The objective understanding of the particularity determines whether the Industrial Internet can become an Industrial Internet. Only by facing the particularities and starting from the particularities can we find the correct development path in the industrial Internet era. So, how can the Industrial Internet become the Industrial Internet?
New technologies should become the fundamental driving force of the Industrial Internet
The particularity of the target object, the particularity of the role of the Internet, and the particularity of the business model all determine that we need to find new driving forces for the development of the industrial Internet. This new driving force is actually new technology. Because only new technologies can provide a new space for imagination for the development of the industrial Internet, and new technologies can change the production and supply logic of traditional industries from the bottom up.
Why?
Because new technologies represented by big data, cloud computing, blockchain and artificial intelligence are actually relatively basic new technologies. The biggest difference between these new technologies and the Internet is that they can penetrate into the details of the industry. In-depth changes in internal processes and links to improve efficiency, rather than simply deintermediation like Internet technology. Therefore, when we face the particularity of the Industrial Internet, we must look for answers to this particularity from new technologies.
Weaken the role of platforms in the industrial Internet and change "platforms" into "participants". In the era of industrial Internet, platforms will not play the same role as platforms in the era of consumer Internet. Every element is a participant in the industrial Internet. This is also determined by the particularity of the target audience, the particularity of the Internet role, and the particularity of the business model.
Taking the B-side as the target audience determines that their needs are actually in-depth empowerment and services, rather than just relying on simple matching and intermediaries. This requires players of the industrial Internet to become "participants"; the role of the Internet is reduced to the basic Facilities determine the end of the platform model.
The era of empowerment model is coming. If you want to be empowered, you must truly participate in all aspects of industry operation and find ways and means to empower through participation; the business model of cost reduction and efficiency improvement determines that every industrial Internet player As a participant, the platform model of the consumer Internet will be replaced by the empowerment model of the industrial Internet era.
Rebalancing supply and demand
Behind the particularity of target objects, the particularity of the role of the Internet, and the particularity of the business model is actually the imbalance of supply and demand. A direct result of this imbalance is the end of the consumer Internet era. One of the very important reasons why the Industrial Internet is called the Industrial Internet is to rebalance the relationship between supply and demand, rather than blindly making the relationship between supply and demand unbalanced again.
The key to rebalancing the relationship between supply and demand is to use product and service upgrades to meet consumption upgrades, which requires us to use new technologies, new models and other methods to produce new products and services. Only in this way can the industrial Internet rebalance the relationship between supply and demand instead of continuing to be imbalanced. From this perspective, another key reason why the Industrial Internet has become the Industrial Internet is to rebalance the relationship between supply and demand.
When the industrial Internet surges forward, what we see is similar to the consumer Internet era. The fundamental reason for this phenomenon is that we do not realize the particularity of the industrial Internet era, and only regard the industrial Internet as a safe haven for the consumer Internet. Based on the particularity of the industrial Internet, we can truly find a development path suitable for the industrial Internet, and only then can the industrial Internet be called the industrial Internet in the true sense and no longer a shadow of the consumer Internet.
"Special" Internet National Research and Political Situation·Economic Information Think Tank: Can find the right path to development