课程背景

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誓尔施
7 years ago
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1 Mobile Internet Revolution Impacts on Business: Industry subversion Jason Long Jason Long Peking Beijing University

2 Outline Mobile Internet is a driving force behind Industry subversion in every business Reason Customer generation changes Production efficiency and barrier elimination Industry subversion in retailing industry Business model change Channel change Marketing method change Promotion change

3 Mobile Internet: what is different? Traditional internet Desk top + internet wires Go internet: home, office, internet bars Centered around website Mobile internet Smart phone=true personal computer Connect to internet via 3G or 4G Always on the internet Centered around individuals

4 Implications of Mobile Internet Communication is almost no cost Any business based on information asymmetric will be gone Channels Promotions Middle man and agents Everything can be shared at no cost Barrier of entry will be lowed to none Specialization will be weaken

5 Sweetheart Rocky Salad Product Fresh salad Target customer s young ladies Chain-store ad No stores and no channel Central ketchen Online order Deliver next day incident 300 Spartacus

6 What is Industry subversion? Under a destructive creation force, the old industry leader is replaced by a new leader Mobile internet is just the destructive force that will result in industry subversion in many fields

7 Three wages in three sectors Retailing Wanda s Wang( 王健林 ) vs Alibaba s Ma ( 马云 ) wage:which is bigger, online or offline sales? Manufacturing Gree s Dong( 董明珠 ) vs. MIUI s( 雷军 ) Wage: whose company is worth more? Gree is worth about 100B RMB after 20 years MiUI is worth about 250B RMB after 5 years Education New Orient s Yu ( 俞敏洪 ) vi YY s Li ( 李学凌 ) Wage:who is the future, online or offline?

8 Why is Mobile Internet a destructive creation force? Demographic reason New generations of consumers is replacing old generation New generation Dramatic different consumer demands Totally different consumer habits Economic reason Redefine every key production elements of traditional sector Redefine every relationship of production elements Dramatically raise production efficiency

9 Generation Replace:Demand diff 80 后 90 后的需求 00 后人类需求的马斯洛金字塔 50 后 60 后的需求 70 后 Old generation: 生理 : 吃饱穿暖安全 : 不受伤害归属 : 为他人接受 New generation: Respect: 我选择我平等我自由 Self-realization: 我的事情做主我愿意高度个性化

10 Generation Replace:Habit Diff New generation Grow up with Internet, do everything on internet 比较宅 post-figurative culture ( 知识 pk 搜索 ) Highly individualized 崇洋迷外从便宜到便利 Impacts New consumer does everything starting with internet Every business need to adapt to new consumers

11 Production Redefinition Essence of destruction creation by internet 对传统产业的核心要素的重新定义生产关系的重构全面提升运营效率和结构效率 Impacts Remove any information asymmetric Eliminate middleman and agents Redefine production elements Sharply lower barrier of every sectors Cross business is norm Share economy 400 元 300 元 100 元旧的产业链总成本 :400 元 100 元 200 元制造渠道推广新的产业链总成本 :115 元 100 元 10 元 5 元制造渠道推广

12 Industry Shakeup: Examples Telecom companies Cable companies Retailing and distribution business Business model replacement Distribution channels Marketing method Promotion Middleman business banks brokerage Real estate agent Manufacturing Services Traditional e-commerce

13 Business Model:Chainstore Chainstore Mobile store 店店店店电商经销商经销商经销商供应商供应商供应商信息流资金流制造商制造商制造商制造商物流配送点配送点配送点配送点

14 Business Model:Chainstore Service chainstore Brand-based Mobile Store(O2O) Mouth of word based 供应商供应商供应商供应商选择下单支付经营分部经营分部经营分部经营总部电商服务店服务店服务店服务店服务点服务点服务点服务点消费选择下单消费支付

15 服务业的互联化 :O2O O2O(offline 2 online) Interact Online,serve offline Key charactors Fit new consumers Location-based Rich in selection Mouth of word based Innovative business model Call to serve Self serve 例子易淘食

16 Channel Replacement Traditional channel Multiple ties High cost Channel cost dominance New mobile channel Cost mainly on products Channel cost minimal Product dominance 枣农收购者新渠道订单资金加工厂多级经销商结算订单信息物流配送店铺枣农厂家店铺

17 Marketing and Sales Shakeup Traditional marketing is based on channel and network Build sales network Build distribution channel Ad based promotion Mobile marketing is centered around consumers Product sells its self U can buy anything u can see Product speaks for its self and sells its self Big data marketing Big data: customer is served when his need arises Social network based marketing Accurate marketing: 同一个圈子, 有类似的需求 Credit enhanced marketing: 我们不相信陌生人企业和政府, 我们相信熟人 Virus marketing: 分享导致圈子间传播, 网络倍增的传播

18 Social Network :Consume & Share Essence Consumer is promoter as well as sales person Share is to promote and is to sell Share leads to virus spread 5% 分享 A Model Customer A buys a product and becomes a product dealer Buy and share Sharing propagates product info into his circle Sharing extends sales channel into his circle A receives commission by sharing 10% 20% C 分享 B 分享 A s friend B buys and shares B becomes a promoter too B becomes a distributors too B receives a commission by sharing B s friend C buys and shares D 分享 C s friend D buys and shares and so on 分享 E

19 Product Info propagation: Mobile Ad Traditional AD Scarcely resource Expensive Ineffective 扫码 Mobile AD three components Self medium:complete prod info Story:product s or brand story Shelf: product sales channel Supports for new marketing Mouse of word sales Big data/accurate marketing Social net marketing Product self marketing 产品信息服务手册品牌的故事 ( 视频音乐 ) 相关产品 ( 货架 )

20 Mobile AD:examples

21 Mobile AD:examples

22 Summary Mobile Internet is a driving force behind Industry subversion in every business Reason Customer generation changes Production efficiency and barrier elimination Shakeup in retailing industry Business model change Channel change Marketing method change Promotion change

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