When we start to move away from the “sphere of influence” of the consumer Internet, the original enthusiasm gradually becomes rational.
The so-called Internet model is not suitable for everything. When faced with the new demands of industrial transformation and upgrading, the Internet model represented by de-intermediation begins to appear to be inadequate. Therefore, it has become an inevitable and trend to find a new development model that is different from the consumer Internet.
Short-term exploration and creation of unlimited value
Whether it is a traditional consumer Internet company or a traditional entity enterprise, almost all of them start to look at and think about the new development model of the post-consumer Internet era from an industrial perspective. The concept of Industrial Internet was born under this background.
The so-called industrial Internet is actually an existence that takes the industrial side as the object of transformation. By changing the production methods and methods of the industrial side, tasks that have not been completed in the consumer Internet era are completed, and the unity of supply and demand is finally realized again.
Ideals are full, but reality is often very skinny.
It can be seen that many industrial Internet players will always unnaturally walk into the vicious circle of the consumer Internet. They only regard the industrial Internet as a concept and gimmick for harvesting industrial traffic, but there are few problems in transforming the industrial side. Achievement.
The development model that is truly suitable for the industrial Internet is particularly important for the development of the industrial Internet to break out of the vicious circle of the consumer Internet. However, the greatest opportunity for the short-term industrial Internet is in the midstream circulation.
Industrial Internet is mainly divided into three links. The first is the upstream production link, which generally refers to smart factories and industrial Internet platforms. It mainly solves the efficiency problem of the production link. Downstream is customization, which means that after understanding the needs of consumers, they can be customized upstream according to their needs. The middle stream is the circulation link. Refers to the vertical transaction B2B platform that solves the supply chain enterprises.
Some experts believe that the biggest short-term opportunity may be in the midstream. The reason is that although the upstream link has considerable demand, it is difficult to find a particularly good investment target from an investment perspective, because the manufacturing industry is too complicated. Each vertical field of the manufacturing industry has many special circumstances, and it is difficult to find a company that can cover all the needs.
The development of downstream consumption links is still in its early stage. But some companies are already trying to lay out. In the intermediate links, the inefficiency is obvious, and the room for improvement is huge.
From the upstream, go to dealers and collect orders upwards to improve procurement efficiency. Downward speaking, use data to guide production, through unified information management and transaction management. Unified warehousing, logistics, and financial services to improve efficiency in an all-round way.
In the beginning, many people would have questions about the underlying logic of the Industrial Internet. In fact, this has always been a point that experts, scholars and practitioners have been actively exploring.
Taking the sharing economy (didi as an example), does the Didi that consumers use every day belong to the industrial Internet industry? Yes, it is the industrial Internet of the civil transportation service industry. The logical analysis is as follows:
Mirroring of vehicles (elements) and location mirroring of users with taxi needs are established online; the disorderly sweeping system of offline vehicles is changed, and a new system matching the principle of proximity is established; offline vehicles are real-time The real-time data of the data and user needs are imported into the new system for matching; the route is determined, the order is issued, the user is matched with the vehicle, and the service process is completed according to the route simulated by the system.
Under this logic, there is a salient feature:
system-level data is obtained, that is, the real-time position information in the vehicle operation system, the user’s starting point and end point information; after the online route is simulated, offline vehicles are deployed according to the simulated route plan Resources; reduce the waste of fossil fuel resources when sweeping the street, saving resources; at the same time, it also saves time and resources on the demand side.
We can have various dimensions of analysis and interpretation, no matter how different perspectives are. The greatest value of the mid-term development of the Industrial Internet lies in its re-allocation of social resources, thereby generating greater incremental value under the same resource conditions.
The external environment of enterprises is changing rapidly, and cross-domain competition is becoming more and more fierce. How to use the industrial Internet to change the traditional production methods, resource allocation methods and value creation processes, and to more efficiently meet the needs of the market and customers, generally requires the transformation of the industrial Internet Guidelines.
How to transform a traditional industry idea. Through the design of the business model, the establishment of the organization, the design of the benefit mechanism, and the establishment of the information platform, and then integrate resources and connect with the capital market, the transformation of the industrial Internet is finally realized. Some scholars have summed up several key points in the transformation of the industrial Internet from practical observations:
First, platform design and integration of stock resources. Platform design is to use Internet thinking and Internet technology to build a platform. Without a platform, there would be no attachments, no carriers, and no way to integrate stock resources. The content of the platform includes: product and service design and display, specific business processes, quality assurance system, finance, human resources, administrative background, IT system, etc.
Second, new value creation. On the basis of integrating existing resources, a way to create incremental value must be devised. Business model design essentially does two things: one is to explain how value is created, and the other is to explain how value is distributed.
It is particularly important to think about what kind of products, services and mechanisms to design that can generate new value based on the existing resources. It is actually relatively easy to integrate hundreds of practitioners and personnel in the offline industry. However, there will be various problems with the integration. It must be able to generate new value after the integration, that is, do more business, earn more money.
It is worth noting that in the industrial Internet model, “empowerment” and “release” are the key words. Empowerment will generate new aggregation, and release will bring about interaction and integration of traditional boundaries, forming a new value structure. In the process of “empowerment” and “release”, the Industrial Internet will bring the following values to traditional industries:
Quick response to customer demand for products and services: Use flexible and clear resource allocation to integrate products and services, and quickly match customers demand.
Increased individual initiative: In the age of the industrial Internet, individual value has increased significantly, employees have become “customized”, corporate boundaries have disappeared and become an open ecosystem. With the changes in the core capabilities of enterprises, industrial Internet companies should change from a traditional central and authoritative to a flat, borderless and innovative self-organizing model.
In the mid-term development of the Industrial Internet, the industrial Internet platform needs to be business componentized, so as to ensure that the service interface of the platform is clear enough to quickly combine and match customer needs; through platform service, partners can be empowered to release integrated Service power; through the opening of the platform, a new industrial ecology is formed through the open platform mechanism; through the community of the platform, the flat governance of the platform is ensured and more open innovation is promoted.
Long-termism·The rise of the industrial Internet
The industrial Internet is undoubtedly a huge contribution to the reform and development of business, but only starting from short-term advantages and medium-term efforts are not enough to support the long-term development of the industry. Only by adhering to the long-term development perspective can we create more More and greater value.
Based on the foregoing analysis, it is not difficult to see that the Industrial Internet will have a major impact on the product form, operation mode, and organizational changes of traditional industries:
product servicization. In terms of physical products, the Industrial Internet has promoted product improvement centered on demand. Customers will establish direct contact with manufacturers by purchasing products, and their various experiences and ideas during product use will be given two-way feedback in the form of data. Upon receiving the feedback results, manufacturers can optimize their products on the one hand, and optimize products on the other. Respond to user needs in a timely manner.
For example, the main components of the car are equipped with sensors. Once a certain part of the problem occurs, the data will be fed back to the manufacturer, and the manufacturer can provide customers with replacement services. This turned out to be a one-time product transaction, which has become a continuous service. .
Service intelligence. For example, Taobao, different users will see different content suitable for him. Service intelligence is to require manufacturers to intelligently meet the individual needs of users. Because manufacturers face a large number of users, manual processing will not only bring about a good experience, but will also increase operating costs, so the product is going to experience In the process of service, it is necessary to fully realize digitalization and softwareization to meet the requirements of intelligence.
The boundaries of traditional enterprises are very clear. Employees are employees, customers are customers, and suppliers are suppliers. But in the industrial Internet, the boundaries of enterprises will become blurred, which is more conducive to customers’ participation in the production side of enterprises. Countless people inject their own whims and ideas into enterprises and become natural consumers of innovative products.
Therefore, when the company’s own product line becomes a low-level capability, countless customers and employees will become content creators with this low-level capability.
The Industrial Internet is not a single technology, but a low-level capability that uses data as the basic data to integrate comprehensive information technologies such as the Internet, mobile Internet, Internet of Things, big data, cloud computing, and artificial intelligence. The foundation of this underlying capability is the production capability of traditional enterprises. Through this underlying capability, traditional production and service methods are online, digitized, and intelligent, and all processes are fed back and processed in a visual and quantitative manner. So that the service capacity has been greatly extended.
Through the open platform to form a wide range of data connections, the Industrial Internet has become an ecosystem that can evolve itself.
Some people say that the rise of the industrial Internet is a continuation of the kinetic energy of traditional and emerging industries. At present, my country’s economy is in a shifting period of growth, efficiency has become a bottleneck for the further development of traditional industries, while emerging industries are facing the end of traffic dividends and urgently need to find new market growth points, so the two hit it off. Industrial Internet is the wedge between traditional and emerging industries. .
Traditional industries can use the technology of emerging industries to break through the bottleneck of efficiency and increase the added value of products; emerging industries can use the upgrading of traditional industries to open up new markets, and the industrial Internet will become the main theme of industrial development in the next decade.
In the past, China’s economy was in a stage of rapid development. Companies faced with a growing cake pan, superimposed on low labor costs, and many problems encountered by companies could be resolved in the course of development. Enterprises have not tasted the benefits of refined operations, nor have they realized the value of enterprise informatization, so the digital development of Chinese enterprises is lagging behind.
For our country, China’s economic growth has shifted in recent years, the demographic dividend is coming to an end, various industries have begun to mature, and companies have begun to face the state of stock competition. In this case, reducing costs and increasing efficiency and refined operations are necessary options. .
The Internet has reshaped the consumer habits of the C-side and has had a significant impact on people’s food, clothing, housing and transportation. my country’s C-side Internet technology has already been at the forefront of the world.
On the other hand, Internet technology still has a lot of room for industrial transformation. In 2016, my country’s industrial sensor penetration rate was only about 5%, while the United States had 12%. Sensors are the basis for industrial enterprises to achieve online and digitalization, and they represent industrial enterprises. The online rate also represents the degree to which the company is connected with the upstream and downstream. If there is no online data to connect the internal and upstream and downstream of the company, it will not be able to respond to user needs in a timely manner.
Similarly, the cloud access rate of Chinese enterprises is only 30%, which can reflect that the industrial Internet has just started, there is still a long way to go, and there are also very broad prospects and markets.
Under the background that the consumer Internet may end, the key to breaking the current development dilemma is not to continue to follow the consumer Internet model, but to find ways and methods to break the game from the perspective of the industrial Internet. Only in this way, The so-called industrial transformation is not just a concept, but is supported by internal logic.
At this time, the development of the industrial Internet era can truly break out of the shackles of the consumer Internet era and enter a brand new stage.
In the development of each era, in fact, it is necessary to find a development model and law that truly suits its own characteristics. This is true for the consumer Internet, and the same is true for the industrial Internet. For the industrial Internet, the key to truly making it a new growth engine lies in how to find the development model and law of the industrial Internet era, so that the development of the industrial Internet era truly resembles the industrial Internet.