Wu Xiaobo of writer of finance and economics
The following content is speech memoir of Wu Xiaobo:
When I write Tecent to pass in those days, this company gives me two the deepest impression:
The first, they all content can undertake the product is changed. "Content is king " hold out talk nonsense actually, can be truly of king is can turn content into the product, ceaseless iteration gives product repass customer, this is me in those days the first feeling.
The 2nd feeling, the company can form zoology model model of gray scale management, can resemble organism euqally ceaseless evolution, this is a when an enterprise can continue to go forth in choppy times main reason.
This ARK theme is called a new student, see these two words can have quite big scared feeling, new backside can have old, unripe backside can have dead, newborn moment means some people already gone.
Before I remember 4 years when I go to Shenzhen Hua Run makes survey, as big as their canal retail SBP talked about half hour, I say at that time, these brands that you see, there are 50% meetings to disappear after 5 years.
This word is fast in the past 5 years, arrive again today every phenomenon city, to exultation city, impression city look inside these bazaar, 50% , the brand of 60% above is being done not have 45 years ago, when these brands come in, where to go to so? Disappear lose.
Yesterday evening I see a report, what to have about the major that countrywide college was added newly 2018 and disappears. China has college of class of 1200 undergraduate course, what is adding most major newly 2018? Big data technology and data are scientific. 196 colleges added big data science newly, still 102 colleges add another major newly, robot project.
What to look to be cancelled to have at most again? The first is dress design, the 2nd is common office management, project of the 3rd information, this is before a few years of very hot industries, but mobile now Internet is infrastructure, so the information company on traditional sense also begins to decrease. The 4th is called news editor to learn, what my college time learns is professional, newspaper magazine was done not have now, major is washed-up also.
Have a lot of new, have a lot of old, this is we see mix newly the fear that unripe backside brings.
I begin a few this years to become Wu Xiaobo channel recently, concerning with Internet in very long period of time is not very big, survey is made in traditional manufacturing industry since I am long-term, do research, very ripe to hypostatic economy, company, beverage company, clothing company, retail to home appliance firm is very familiar.
Begin to fall to mobile Internet environment when us when doing content to produce, can detect slowly informatization revolution, intelligence revolution and the union of all industries become new trend. In all domains, from what do boiled dumpling, sell hamburger, go to those who do financial line of business, any industry is likely by informatization revolution, by big data, by the cloud, be mixed by consign tool all sorts of discharge change are brought a variety of innovation and possibility.
Be told so from this meaning, today's commercial obverse side faces element sex change.
The first, was to appear atavism. Commercial change of 339 years is comparative before today's China follows will tell, produce atavism.
Transmitting a domain is the transmission condition of pyramid so, have center of a transmission, a certain number of elite member transmit the masses through certain tool. Very old in the past in, when soldier of a lot of countries does coup, the first thing is occupational TV station, to the whole nation next transmission says " I had been controlled, listen to me next " . Discover today, such model is more and more difficult, the transmission of whole world was changed by the fragment, transmission goes to be returned now ancestor phenomenon.
The discharge of alleged illicit region that no less than a moment ago told or insider cable business. Gather appear on the market, mean channel phenomenon. Original product, sell consumer to want to pass the whole nation generation of total sale, province, city generation, cent is sold, retail, through 4 to 5 level ability transmission goes down. I had studied treasure clean company enters China, 20 years time enters 500 towns in China, announced to enter town of Chinese villages and towns 2008, this is the transmission trend of a pyramid. Arrived to gather, this is the electric merchant firm that Hangzhou appeared 3 years in the past, have a link only, provide a service, supply catenary service, news service, placard service, move through these services and platform consumer.
The 2nd trend, was to appear to encircle stratification large-scaly. All consumer are mixed because of income, age, area aesthetic and different and the allocation that is in to differ by cut is medium.
Large company more and more face new consumer demand hard, because of everybody more and more the fragment was changed, each appeal to beg not quite same, so big company passes a kind of single brand and transmission very hard to move consumer.
78 years ago when, china has had a few big company is doing a thing: When forming industrial capacity, establish the company of venture capital investment of course of study of an one's own profession additionally, means invests to join the new poineering company related to the industry by circuit in course of study of one's own profession, undertake angel is changed. So the main reason that do, because it does not have method to do this thing on constituent construction,be.
China drops big company complete break up exclusively today, the company that returns to small company calls the sea Er. Still have a company, from the means operation that is born the first day to rise to hope to manage through Xiaogong, it calls millet.
This means large company model already more and more suit to encircle the consumer of stratification today hard. In the near future inside, large company will slowly by disintegrate, company of very much perhaps large manufacturing industry can become the rock-bottom production link of the very much today person that do poineering work. Beverage company, clothing company, electric equipment company, perfume company may have done not have method to have an insight into what does consumer like after all today, how to do? That turns this industry into the ground floor of the person that all medium doing poineering work. The pattern of a lot of trade that sees today is the product is made and product brand turns sale, this is the 2nd change that consumer group layer brings.
The 3rd change is channel produced particularly big change, by the model of central collect Chinese style changes electric business, appeared socialization turns a model.
Appear on the market recently gather, everybody often comes to it and Costco to compare, your meeting discovery is not quite same. The channel sale of American type is undertake very large area is lain between between a consumer and manufacturer, although syncretic of produce and sale this thing was 1997 when KK puts forward, but did not come true truly in American business environment.
Syncretic of produce and sale passed mobile Internet a few years to come true in China in the past just about really. Clean out treasure to begin to want to solve obtain employment of 10 million people before more than 10 years. How obtain employment? On Internet with the individual pattern, means that is not a company set up shop cleans out treasure, this happens in China more than 10 years ago.
Below mobile Internet environment, gather than what the day sees nowadays, do not need set up shop, need to have an ID only, can undertake selling in friend circle, circle, the peddler that the consumer of some products also is a product at the same time and the person that sell, this makes each granularity that transmits a dot becomes finer and finer.
And China has to be done not have in European market and American market -- express. The member that beautiful group has three express delivery, complete China adds in the member that have seven express delivery, arrived after the hotel need not go out to be able to be nodded wrap around Sa, can order meal on Chinese tall iron. The service of last kilometer, this is done not have all over the world, it gave the person that China does poineering work a particularly big change: You become closer and closer with the relation of consumer.
Catch again, produced aesthetic change. China is late the developing country that exhibit, chinese crowd is medium today most those who worship foreign things is probably 60 hind and 70 hind, we see caricature of magazine of Hong Kong music, United States, Japan in those days, we think that is modern, it is the thing that we should pursue. But today, china is truly patriotic is 90 hind, they feel each driveway of Chinese is compared with new York, London, do not have distinction.
China had finished the modernization on corporeal meaning the first round, so of these a few years of China aesthetic in ceaseless iteration, as 2-3 100 million new middle classes rise abruptly, consumer is right native land culture and native recognizant sense of pride slowly begin to increase. Be in a few this years all aesthetic and alternant on, even if be an a chair, electric equipment, chinese element is in become stronger and stronger. This gave the person of China that innovate a the biggest chance actually.
Again next, mainstream consumer produces particularly big change. The biggest characteristic since Chinese consumer is long-term is sexual price compares a crowd, beautiful least money buys best thing. Arrived today, we see new in produce a crowd the biggest characteristic is, the service of the good quality that he is willing to be offerred for businessman place will pay.
In my individual impression new in what does the thing that produces crowd first time to be quality service to pay call? Call property administration fee. I bought house of a commodity 1997, after be being bought, property company says you want to pay property administration fee, my within an inch of is mad dropped, was the house bought why does every square fall every month even one yuan? Cannot imagine completely in those days. Understood slowly later, the more expensive property that property administration fee controls, will for long look, property appreciation is sharper. If did not pay property administration fee, or the building with property very small administration fee dish, become a tragedy: Any stranger can enter your village, illicit close space is disturbed gradually, property devalues. This has become very old old practice today, but new in produce be willing to be character, pay for the service, with respect to the specification rational consumer appears.
After 2015, we see Beijing advanced an idea: Sex of supply side structure is reformed. Sex of structure of alleged supply side is reformed, because change of new middle class produces in demand side,be. When new in produce when beginning to be willing to buy sheet for service, character, how is reform of sex of supply side structure finished after all? One puts forward in the center of strategical concept, return hypostatic economy level to go up, as suffer numerous crowd to encircle stratification, as aesthetic and ceaseless iteration, every Chinese product can be done afresh. Appear at that time a batch of new person that do poineering work, this batch of person that do poineering work begin to admit to make a chair really, do a teacup, make a packet of tea.
2016 my bring into contact with two case.
One is at that time be in Beijing, the girl 1991, the Tsinghua that undergraduate course reads, the France that the graduate student reads is advanced commercial college, come back to want financing. What product is she making? Wipe tea chocolate. She goes France learns to make chocolate, wiping tea is Japanese thing, add in Oriental element and western element, go back to the motherland do poineering work, 35 people live in Beijing basement, make the chocolate that wipe tea.
The 2nd thing is to the poetess 1981 looks for me one day, say she writes poetry in Beijing so, county of poverty of Guizhou state level runs to raise a pig 10 years ago. A pig leg was taken to give me when she sees me, she is the most expensive woman that complete China sells pork: Pork now 15 money a kilogram, that pig leg sells more than 4000 fund.
These two case are in 2016 when give me very big stimulation, what to show? A lot of people had felt to want to become next Ma Huateng, Ma Yun, Liu Jiangdongte fastens difficulty, also do not have this opportunity, but return ham itself when us, accomplish with acme spirit finally, can appear to change newly.
This is the picture that we see after 2016, special before appear in not sexy industry a few a group of things with common features group, the market that these people face produces new change, what be called? "Good young woman student " .
"Beautiful " namely from must arrive like. Because lack,the any thing that buys today is not, the schoolboy goes buying a shoe, buy an earphone, the schoolgirl goes buying a perfume, buy a package, because lack this thing,not be, begin to like in certain instant however, it offerred aesthetic element. So " like " become people to purchase the factor with a the biggest product.
Additional, native land and aesthetic consciousness begins wake first. We think Beijing girl this summer wears what skirt so, that sees new York girl wear what skirt, Tokyo the girl wears what skirt. But what China has had mainland now is aesthetic, design this skirt with native land concept. "Beautiful " the first important or urgent business that turns all commodity and space into the sale.
The 2nd be called " good " , odd beauty is no good, feelings itself is not worth to be sold off, do not have any meanings to feelings from feelings only, must have practical and must quality. Still have the price of course, when only sales volume increases ceaselessly, meeting hasten makes the same score the price to be willing to buy only sensitive place for the product to us, can appear at that time erupt type grows.
The 3rd, small. Fractionize is king, produce, taste depart. More and more large brands have an insight into to encircle the demand of stratification so to consumer without method today, and it is Chinese company does not have ability not only, large company does not have the whole world ability.
We see inside Internet company type of a lot of gray scale manages, see type of a lot of beehive is organized, these organizations change to had been formed, but if watching large company to change instead, the whole world does not have successful case to today, this also is so old the reason that the light person that do poineering work has an opportunity.
Before me two days contacted two companies case. One is in Guangzhou, made 20 years of cosmetic, there is a plant in Guangdong area. I make survey once, they say to know without method at all now today 95 hind, 00 hind like what kind of cream, segregation, he releases his productivity, make a net red perhaps shake a of sound person that broadcast to make a brand. The brand of the person that the factory does poineering work these becomes a product, help him solve from the product, pack, to the production, problem that supplies chain, this batch of person that do poineering work need to shaking the product only inside sound, illicit region discharge undertakes selling. When I make survey, the person that he says to want to do poineering work 2000 existing slowly cut control to 20, every do one year 3, 500 million sale, become product and brand to undertake large-scale depart.
Hangzhou has a company to be called rich much. Which is complete 2018 China sells tea with milk most company? Not be happy tea, it is rich much, sold 30 tea with milk of 100 million last year, made profit of 4 many net. Don't you know? I also do not know. That company is inside the building of a suburb, see 100 stylist, have 200 class, the person that do poineering work can choose, after be being chosen, he helps you do a design. What basically make money is not shop and brand accredit, those who make money is milk powder is mixed supply chain, alleged raw material is produced, 4 have 70% to come from Yu Yuan makings to be used up ceaselessly in profit more. The inn of tea with milk that sees a place in Hangzhou, Shanghai, Beijing each today crossed 3 months to close down to change additionally one, it is same home actually. Tea with milk is product of sex of product of sex of a trend, attempt, you drank 3 months be disgusted with to drop, change a new brand, actually same home tea with milk. Rich is China to open the brand of inn of tea with milk to provide backstage supporter namely more. Produce, article between detached picture is increasing, those who mean opportunity of innovation of type of Chinese building blocks to change is bigger and bigger.
The 4th, female, the footing that is a female and close child drive, female consumption is occupied 70% , special resemble me such people, all things are my madam helps me buy, calculate female consumption basically.
The 5th is unripe, why the supply of big cosmetic the person that can catenary add such innovation? Can continue to should be met to what this company purchases a product in the 2nd year in 2000 person that innovate have an in part, explain the brand loyalty of product of sex of consumer convection travel is spent today still did not form, still not be to rely on technical drive, still rely on topic, appearance, aesthetic drive. I am told with everybody, wet card is reliable least of all thing, popularity is reliable least of all thing, all ability build what go up in wet card and popular foundation, be faced with every day so called unripe, need ceaseless and fast iteration.
So, "Good young woman student " the thing that the product that makes company place of China is trafficced today has turned functional condition, service into condition by the thing of condition of a physics. What the space of a lot of phenomena that we see today had had a shopping level is revolutionary upgrade, they are selling life some the solution of the respect, and the backside of the solution is meant have a service, have new alternant.
Traffic some to plant lifestyle, this is to see new change today.
