Service and making money will be the main theme.

Editor’s note: This article is from the WeChat public account “ A fat man’s world ” (ID : We_the_people), author Liu Fat.

The year 2020 is approaching. The mobile Internet, which has been in development for nearly 10 years, is still undergoing continuous upgrading and reconstruction.

The mobile Internet traffic bonus is really gone. The last little bit of new space also belongs to the giant companies. But the stock war continues and is fierce.

The new growth of mobile internet, where is the way out?

This inventory refers to two parts. One is for the competition of existing users, such as Douyin vs. Fast Hand, such as Hungry vs. Meituan. The other is the retention time for users. After all, there are still a lot of Internet users who use it occasionally WeChat, read the news.

If you want to compete for more time, the tools and functions that are proud of the Internet product level in the past are no longer enough. You must have “services.” From online to offline, from light tools to heavy services, from self-sufficiency to deeper supply chains, the Internet industry has gradually embarked on the same path that traditional industries have gone through: growth and speed requirements: strengthen services.

Services have two parts. One is to compete for more user time and keep users in your product to use more services. The other is to help business realise, the economy and capital winter, good. Products should have the ability to monetize at any time, and users will not pay for simple information.

Jingwei Zhangying believes that mobile Internet companies, especially startups, should stop pursuing ineffective traffic growth (or can’t beat the giants), but should do deeper and more focused, vertical, and then revenue and profit, In order to stop the cannibalization of the giants, there may even be an opportunity to list on the A shares in the future.

The new growth of mobile Internet, where is the way out?

While mobile Internet companies want to provide good enough services, the light services based on the information level in the past are obviously not enough. Purely pursuing the growth of DAU or the number of users may not be recognized by the capital, but must be deepened. Supply chainIntegration or restructuring, providing more value of its own, can gain a foothold in today’s economic environment.

I. Reconstruction and Integration of Business Forms

This year’s hot live e-commerce, the energy generated by its reconstruction comes from the integration and change of traffic + supply chain.

On the one hand, this happened in Taobao’s internal traffic ecology. Taobao’s original sales path was mainly shopping + search. The graphic-based shops in the previous decade mainly focused on these two paths for marketing optimization. However, this path has not changed for many years, which has also caused a stagnant ecology of the business. Taobao also wanted to push short videos to bring goods in the past few years. Unfortunately, short videos are not effective in entertainment and advertising, and the efficiency of carrying goods is not high.

At this time, the mobile network infrastructure is mature, and the live broadcast + e-commerce model emerges as the times require. The instant explosive power of selling goods surprised the platform, the seller, and the anchor himself. Through live e-commerce, the original “goods” of the store created a new connection between the “person” of the anchor and the consumer, and formed a new purchasing power under the catalysis of a countdown purchase link.

On the other hand is the restructuring of the e-commerce supply chain, which happened outside Taobao. Live e-commerce requires a small batch + flexible response supply chain that can keep up with customer needs and fashion changes. For example, women’s orders may be at least a few per style, but hundreds of styles per day, and the factory production line must be immediately The response can be made. This is a radical disruption to the original supply chain model that has been mass-produced and sold for several months, and the entire supply chain in Hangzhou and Guangzhou has been transformed for it.

And the source of good goods that fast flash companies have emphasized this year is another integration and reconstruction of the supply chain. Kuaishou first used ordinary tools and sharing to enable ordinary people in the lowest-line areas in the country to express and entertain through short videos. When its users reach the scale of hundreds of millions, a large number of anchors who bring their hometown good goods will form a strong demand stimulus to the audience.

Although the mass scale of ordinary fast-hand electric trainers will not be very large, this kind of local souvenirs, flower carvings, or fresh fruits sold directly to first-tier and second-tier cities users in their mountainous hometown has passed. The layer-by-layer dealer channels of the traditional model have formed an integration and reconstruction.

Second, the emergence and reconstruction of new consumer groups

2019 is about to pass. After more than 40 years of reform and opening up, our consumers and their consumption ideas have also changed many times, and new people and ideas have emerged continuously. The new population here does not refer to new Internet users, but people who have new needs based on their social identity and mental state changes.

For example, a college student who has just graduated may have been a user with heavy demand for online English and postgraduate training, but now he is transformed into a user who pays for professional skills in the workplace; for example, if he wants to raise a cat and dog after work, then Content and merchandise will become a major consumer.

CBNData, a subsidiary of First Financial, recently released the “2019 China Internet Consumption Ecological Big Data Report” (hereinafter referred to as the “Report”), which analyzes the current year’s Internet consumption from the three dimensions of new population, new traffic and new explosive models. Ecological pattern and change.

The Report believes that on the consumer stage in 2019, there are four major groups that have greatly promoted the growth of China’s consumer industry. They are sinking groups, Generation Z youths, young parents and silver-haired families.

These four types of people will become the new consumer-driven groups. Just as the students mentioned above started to work, it is because their identities are in a state of transition and transfer in time or space, so it is easiest to generate new needs. .

CBNData and Baby Tree found in the data cooperation: from the perspective of the young parents, the basic needs for fertility have not changed, but the “quality requirements” for fertility needs have changed dramatically, which directly promotes The changes in the supply chain behind the entire mother and baby industry.

First, young parents have different perspectives on childcare. Generally speaking, men have broad visions, women are pursuing independence, and their consumption concepts are more pursuing refined and scientific parenting methods, which has promoted the birth of various “maternal and infant special” products.

The data in the “Report” shows that online infant-only washing machines, hair dryers, laundry detergents, cooking oils and other online “baby-only” emerging categories have grown rapidly.

The new growth of the mobile Internet, where is the way out?

Baby Tree serves as the entrance to the mother-infant community. The strategic location of the track has a natural advantage. It occupies the first step of a group of people switching their social identity. Because of this first step, The baby tree can provide parents with children with longer cycle services by cutting into deeper supply chain links. In addition to the aforementioned products, the early education of children in the future, such as children’s English, is also an industry where baby trees can be integrated. For example, it has invested in Littlelights, an AI online English enlightenment education company, which is a company that provides enlightenment English education for 3-8 year old Chinese children through AI virtual foreign teacher live broadcast. In the future, based on the cooperation between the community entrance advantage and Littlelights, Baby Tree will have a lot of imagination.

The report shows that under the tide of big data and artificial intelligence, the trend of aging of programming and English learning is also very obvious. The more tier-one cities, the earlier the age of contact with English, generally 4-6 Between the ages of eight, and those who have been exposed to programming under the age of eight have accounted for one third, and early childhood education is also a hugeMarket.

At the same time, the rise of women’s sense of independence has led them to not want to delay work and life in the early stages of childbirth. This has led to a rapid rise in demand in two areas: third-party assisted parenting and postnatal management. More and more working mothers have begun to seek the professional help of third-party assisted parenting personnel, such as guides, babysitters, childcare teachers, nutritionists and other professionals with professional skills.

Baby tree data shows that today’s third-party services have a higher penetration rate among families in the post-90s and 95s of first-tier cities. On the one hand, because 50% of first-tier cities are working mothers, the demand is dense and strong; The habit is related to the 90s and 95s of the Netskin generation, which is more accustomed to the recognition of spending money on convenience.

The new growth of mobile internet, where is the way out?

In terms of postpartum management, the mother is facing physical and psychological reconstruction after giving birth. Taking postpartum repair products as an example, in 2019, the postpartum repair market has surged and the service content has also exhibited diversity. The top 5 growth rates of online postpartum repair products are: stretch mark care products, postpartum shapers, body shapers, pelvic floor muscle repair devices and confinement meals.

Baby Tree also found that in addition to physical care, mothers will also sign up for professional workplace skills courses and learn how to dress in the workplace, hoping to quickly adapt to the workplace environment and further strengthen their competitiveness. Segmented needs and services regarding women’s career planning and psychological preparation courses for returning to the workplace have also begun to emerge, and a full-service format with a working mother as its core is gradually taking shape.

Based on the rise of the independence consciousness of this generation of young parents and the broadening of their horizons, they have not only allowed them to choose products related to mothers and infants in China. Most of the Japanese FMCG products are more refined and functional, which can better meet the personalized needs of the new generation of users. And this part of the product may still be at a blank spot in China. Before everyone bought general-purpose rice cookers and toilet lids, or cosmeceuticals, there is also a strong demand for Nissan’s maternal and infant products.

As the first mother-to-child community platform in China, Baby Tree has also seized this trend change. On December 16th recently, Baby Tree announced a strategic cooperation with Tokyo Capital Television (MX), and plans to integrate the media resources and content production capabilities of both parties through the cooperation with Tokyo Capital Television to import the lives of Japanese women into the country. And Japanese high-quality products, to meet the needs of the new generation of home users for high-quality, personality, functionality and longing for a better life. According to media reports, Baby Tree has completed a round of internal testing, and plans to launch a Japanese product next year: sunscreen, which can be used by mothers and babies over 6 months old, and the mother and baby are closeThere is no need to worry about chemical stimuli during contact, and it also fills a gap in the current market for mother and infant skin care.

At the same time, Baby Tree is also doing traffic reconstruction and supply chain upgrade similar to Taobao. On the one hand, Baby Tree is deployed from the main position of the App to more traffic positions, and builds a network-wide traffic platform that meets the reading habits of more users. On the other hand, Baby Tree will focus on cooperation in childcare, education, etc. Professional opinion leaders’ organizations and experts, so that through the opinions of experts, they can better influence parents in the new era.

III. Reconstruction of service supply chain

What exactly is refactoring? If the original supply chain nodes in the traditional industry are cut off, or the order of some two points is reversed, it is called reconstruction.

But before the advent of the Internet, most of the traditional industries have been developed for thousands of years. It is almost impossible to reconstruct any point. They have been optimized so that they cannot be optimized anymore. It is the resources available to each person, and then see who has the highest efficiency at each point.

But the emergence of the Internet has made it possible to restructure traditional industries. The first wave of the Internet has achieved the most basic surface reconstruction: the reconstruction of information aggregation and distribution methods. The most obvious example is the reconstruction of the traditional media industry on the information level by portals, Baidu and Weibo. People find that their way of obtaining information (information aggregation) has changed. In the past, they had to subscribe to buy newspapers and read newspapers, including various types of periodicals and magazines. Now they are no longer needed, and can be done on a PC or mobile phone.

The second wave of restructuring, which is happening, is the restructuring of the supply chain in procurement, manufacturing and delivery in various industries. You can look at all the business operations of a traditional company, and then list them all in order. For example, a restaurant has all its business activities including: store location selection, store decoration, menu design, dish innovation, ingredients procurement, order acceptance and processing, cooking and processing, and chef and waiter recruitment, standardization of service processes, central kitchens, branches and restaurants. Affiliate, advertising, and more. What parts of these activities can be put online? What parts can only be kept offline? Use the Internet to put the steps that can be put online as far as possible, to save the steps that can be saved, and to exchange the order (chronological or logical order) of some steps before and after, so that you can start to use the characteristics of the Internet to The industry’s supply chain has been restructured.

The new coffee format that has appeared in the past two years is also through online take-out + offline take-away, eliminating the dine-in step, which saves the heaviest venue cost for many cafes. The coffee supply chain has undergone some restructuring.

According to information released by the US data company Thinknum, the number of Ruixing coffee stores in China has reached 4910,It has exceeded 600 Starbucks stores. At the beginning of November this year, the two companies tied the number of stores in Huamen, both at 4,200. Now, the number of 4910 companies disclosed by Thinknum means that Ruixing Coffee has fulfilled its previously set store opening goals in advance.

This approach of Ruixing has even changed Starbucks’ competition and marketing strategies in China, allowing the giants to follow up. For example, after Ruixing started large-scale offline stores last year, Starbucks also started to take delivery. In addition to cooperating with Hungry, the discounts and free shipping sent by Starbucks’ Stars in their own apps have also strengthened.

In May of this year, Starbucks also launched a small store called Starbucks Now, which is a benchmark of Ruixing Store-it only provides a small number of tables and chairs, even no tables and chairs, is located in a non-popular or popular business Non-core location, mainly pushing for takeaway services.

Although many people sneered at Ruixing’s long-term subsidy model, evaluating its “no future”, its stock price has surged for a month since Double 11 this year, and has nearly doubled from its previous low. , Creating a new stock price of 36 US dollars, the market value reached more than 7 billion US dollars.

But please note that this does not prove that Ruixing’s model has worked. Ruixing is the representative of the new Internet coffee. Ruixing’s model is better than Starbucks. This can only represent that Ruixing has some innovative meaning in the model. As for the efficiency of the reconstructed Ruixing model, whether it will be better than the traditional model or whether it will not be able to stop losses because it violates business common sense, it will take time to test.

Conclusion

The emergence of the mobile Internet was originally a restructuring of the entire communications and information industry, so with the outbreak of social software and information products, this is enough for everyone to compete for when there is traffic and dividends; but The complete service value of the entire industry to users is still not enough. When the traffic dividend is exhausted, everyone needs to face the new environment together to reconstruct new value in the supply chain.

By 2020, service and making money will be the main theme. Finding reconfigurable opportunities from unchanged industries is the most important proposition for all people in the industry.