Jack Ma said that if the bank does not change, we will change the bank. Ma Huateng said that "Internet +" is a trend, adding traditional industries. In the past decade or so, the development of the Internet has clearly shown this: adding media has produced online media, which has a great impact on traditional media; adding entertainment has produced online games; adding retail has produced e-commerce, which is now very big; Internet finance has been very popular recently, and the Internet will make finance more efficient and better serve the economy, in line with the spirit of "inclusive finance".
Jack Ma said, if the bank does not change, we will change the bank. Ma Huateng said that "Internet +" is a trend, adding traditional industries. In the past decade or so, the development of the Internet has clearly shown this: adding media has produced online media, which has a great impact on traditional media; adding entertainment has produced online games; adding retail has produced e-commerce, which is now very big; Internet finance has been very popular recently, and the Internet will make finance more efficient and better serve the economy, in line with the spirit of "inclusive finance".
Two boundary-crossers walked towards each other and naturally bumped into each other. If you are not reborn in the crossover, you will die in the counterattack.
"Didi" and "Kuaidi" - "Invite people all over the country to take a taxi"
At the beginning of the new year in 2014, Didi and Kuaidi were engaged in a payment war led by the giants. Both sides threw their arms away: subsidies! Advertising! War of words! This game about taxi competition dazzled and stunned the people across the country.
On January 10, 2014, the "Didi Taxi" software launched WeChat payment in 32 cities. Using WeChat payment, passengers will receive a 10 yuan discount on fares and drivers will receive a 10 yuan reward. Then on January 20, "Kuaidi Taxi" and Alipay announced that passengers will receive a 10 yuan cash rebate on fares and drivers will receive a 10 yuan reward. On January 21, Kuaidi Taxi and Alipay once again increased their efforts, and the driver reward increased to 15 yuan.
On February 10, "Didi Dache" announced that the passenger subsidy would be reduced to 5 yuan; on February 10, "Kuaidi Dache" stated that the reward would remain unchanged, and passengers would still receive a 10 yuan reward for each order.
On February 17, Didi Taxi announced that passengers would be rewarded 10 yuan, three times a day; drivers in Beijing, Shanghai, Shenzhen, and Hangzhou would be rewarded 10 yuan per ride, 10 rides a day; drivers in other cities would be rewarded 5 yuan for each of the first 5 rides and 10 yuan for the next 5 rides. New passengers will get an instant discount of 15 yuan on their first trip, and new drivers will get a 50 yuan bonus on their first trip. On the same day, Kuaidi Taxi and Alipay also announced that passengers will get an immediate discount of 11 yuan on each trip. Drivers in Beijing are awarded 10 tickets per day, 11 yuan per ticket during peak periods (5 tickets per day), and 5 yuan per ticket during off-peak periods (5 tickets per day); drivers in Shanghai, Hangzhou, Guangzhou, and Shenzhen are awarded 10 tickets per day.
On February 18, "Didi Dache" launched the "game subsidy" mode: using "Didi Dache" and paying with WeChat, you can receive a random subsidy ranging from 12 to 20 yuan, three times a day; on the same day, "Kuaidi Dache" announced that passengers who use "Kuaidi Dache" and pay with Alipay will be exempted from at least 13 yuan per order, twice a day. At the same time, he said ruthlessly, "No matter what happens in the future, as long as the opponent adjusts, our policy of 'always subsidizing 1 yuan more than the opponent' will automatically and quickly take effect."
"Didi Taxi" announced that users who use "Didi Taxi" WeChat to pay fares more than 10 times a week will receive a gift package from the most popular WeChat game "National Airplane War". Immediately afterwards, "Kuaidi Taxi" promised that if you pay the fare 5 times with Alipay, you will receive a return guarantee card on the Taobao Tmall platform. At the same time, "Kuaidi" also provides points that can be redeemed for coupons for NetEase Movies, NetEase Impressionism, Jinjiang Inn, Hanting Hotel, Dimo Movie, Guevara, etc.
Such competition is undoubtedly a win-win outcome for taxi hailers and drivers. Some people exclaimed: "This is no longer a simple discount of a few yuan or a few small gifts, but an invitation to people across the country to take a taxi." Behind everyone's happiness is the overt and covert struggle between cross-border and anti-cross-border, counterattack and counter-counterattack by the two giants Tencent and Alibaba.
There are huge commercial interests behind the taxi-hailing application market. For investors Tencent and Alibaba, the essence behind "burning money" is the battle for mobile payments - whoever can attract more customers and let customers form consumption habits through excellent experiences first will have greater initiative in the future competition of mobile payment platforms.
Users tend to pay using WeChat or Alipay, and where and what platform they use to pay, all have a bearing on the Internet financial layout of Tencent and Alibaba. Direct cash subsidy stimulation is the fastest way to attract user experience in a short period of time, thereby changing the original cash payment habits faster. From this perspective, you can get a mobile payment user with only a 10 yuan subsidy. It can be said that you spend a small amount of money to do big things, and it is certainly a good deal.
Looking further, Tencent and Alibaba are currently competing for mobile payment customers, and the ultimate battle is O2O commerce. This is also the reason why many taxi app companies are willing to "burn money" to occupy the market like crazy. The realization of the O2O model will not only change traditional industries, but also more likely to reshape the rules of business society. In the past ten years or so, the Internet has solved the entertainment needs of most netizens such as games, music, reading, etc. In the next ten years, the Internet will solve people's daily consumption needs, basic necessities, food, housing, and transportation.
Ma Huateng's "cross-border" and "cross-border" Jack Ma collided
In the PC Internet era, Ma Huateng seemed to be doing his job. Although he conquered cities and territories, he was basically diversified and did not cross borders. However, at this time, Tencent seemed to have hit the ceiling of growth and development. Around 2010, with the advent of smartphones, the mobile Internet trend hit us in huge waves. This allowed Ma Huateng to see the new wave of trends, and quickly and decisively developed WeChat to become a trendsetter in the mobile Internet. Ma Huateng said excitedly: "I think the mobile Internet is the real Internet. Its usage time and traffic will increase more than 10 times that of PCs."
Once, Wang Jianlin, chairman of Wanda Group, chatted with Ma Huateng, chairman of the board of directors of Tencent. Wang Jianlin asked a sharp question: Mr. Ma, where do you think the future of the Internet is? At that time, Ma Huateng lowered his head and thought for a long time before slowly saying: mobile payment. In fact, at this time, Ma Huateng had already begun an ups and downs journey of cross-border competition, and his opponent was another famous figure - Jack Ma.
1. Ma Huateng crossed the border and touched Jack Ma’s “cheese”
The outside world regards Ma Huateng as the first IT tycoon to take the first-class seat on the mobile Internet, while Ma Huateng regards WeChat as Tencent's "magic weapon" to enter the mobile Internet. As the scale of WeChat users grows larger, Ma Huateng hopes to connect users more closely with the physical world. This will, on the one hand, promote Tencent's "down-to-earthness" and, on the other hand, allow users to enjoy the joy of changing their lives at their fingertips. In order to connect WeChat users with the real economy, one problem must be solved: mobile payment.
Everyone knows that whether you are shopping on Taobao, Tmall or JD.com, there is only one third-party payment method to choose from, and that is Alipay. However, Tenpay, the third-party payment platform launched by Tencent, was among the first to receive a payment license issued by the central bank like Alipay. And when WeChat 5.0 went online, Tenpay launched WeChat Pay in time and fully integrated with Yixun and Paipai e-commerce websites. As the mobile social tool with the largest number of users at present, WeChat can not only connect to the circle of friends, but its payment convenience can also realize a complete closed loop from online to offline, thereby opening up the last link of O2O. This result means that Tencent has opened a gap in Taobao's payment zone. Ma Huateng’s cross-border move is Jack Ma’s cheese.
2. Being strongly blocked by Jack Ma
Jack Ma is an out-and-out boundary-crosser. His crazy slogan of "If the bank doesn't change, we will change the bank" has made the financial world tremble. His Alipay and Yu'e Bao have even made banks accustomed to policies uneasy. However, there is no room for others to sleep peacefully on the side of the bed, let alone WeChat, which controls 600 million users. Cross-border player Jack Ma and his Alipay felt threatened and began to fight back.
In October 2013, in order to support Alibaba’s mobile social tool “Laihuang” against WeChat, Jack Ma announced that he would permanently close his WeChat account. Immediately afterwards, an internal mass mobilization was implemented, requiring all employees to have 100 friends on "Laiwang", otherwise they would not receive the year-end bonus. This internal incentive mechanism is said to have brought at least 5 million users to "Laiwang". At the same time, 100,000 Taobao girls were recruited from the outside, Internet celebrities were invited to help, and celebrities such as Shi Yuzhu, Jet Li, Wen Zhang, Zhao Wei, etc. were mobilized to join the "travel". Although this combination of punches is full of "rich" style, in an emergency situation, it is really a helpless move.
Ma Huateng VS Ma Yun is like Wudang VS Huashan, Zhang Sanfeng VS Feng Yangqing, Ma Huateng is like water, and Ma Yun is like fire. Unlike Ma Yun’s high-profile and passionate counterattack, Ma Huateng’s reaction was gentle and gentle. During the 2014 Spring Festival, he used a quietly launched WeChat red envelope to counterattack Alipay, which shocked Ma Yun. The two-horse fight shows that in the Internet era, all industries that are unwilling to change will be eliminated, including Internet companies themselves. Either change or die. If you don't reborn in the cross-border, you will die in the counterattack.
3. "Internet +?" Is a trend
Ma Huateng believes that in the future Internet era, Internet + is a trend. Jack Ma crosses the world of banking, and Ma Huateng crosses the world of Jack Ma. Such crossings will become the norm for corporate development and competition. Cross-border integration has entered a period of substantial rapid development. In the future, every company should be a cross-border integration innovation company that "creates new customer value."
What kind of company is Apple? Is it a hardware company? A software company? A fashion company? Still? It’s hard to say. In the era of mobile Internet, it is difficult to define an enterprise with an "attribute". The boundaries between industries and enterprises will be blurred. The borderless era has arrived, and "Internet +" will become a competitive winner for forward-looking enterprises.
For example, mobile + automobile, in the future, all cars will be connected to the Internet, and the "mobile Internet on wheels" provides consumers with a new experience; mobile + finance, the integration of online information and offline business, banking products can create more sales opportunities; mobile + home appliances In the future, internal crossover, cross-border integration, and terminal integration of home appliances will become the trend; mobile + tourism, contact and interaction with tourists through customized city or scenic spot service APP, LBS and other technical means, including travel planning, booking and sharing of travel experiences based on smartphones; mobile +...
Cross-border thinking and offensive and defensive methods
The Internet has completely overturned people's conventional impressions of products and services. For example, a hot pot restaurant can be the best nail shop, a coffee shop can be a gathering place for VCs, and a bank waiting area can be a small bookstore. Everything is crossing boundaries and everything is subverting. Many crossovers and subversions are beyond people’s imagination. Different industries are based on new Internet concepts, new technologies, new products and new models, integrating their own industry content to achieve cross-border integration.
Cross-border is a concept of time and space. To a certain extent, the boundary is the time and space range that enterprises and industries reach at a certain stage of development. It changes as time and space progress, rather than being static. Enterprises should establish cross-border thinking, improve cross-border development plans, and do different things at different stages of development.
1. Establish cross-border thinking
In 2013, the three "BAT" giants (Baidu, Alibaba, and Tencent) invariably started cross-border operations, setting off an Internet financial storm. Various "treasures" sprung up like mushrooms after a rain, and it was called the "First Year of Internet Finance." Internet finance has completely subverted the market's understanding of monetary funds, using modern information technology to greatly improve the quality and efficiency of financial services, and bringing convenience to the realization of financial management for all.
Fan Dazhi, President of Hua Xia Bank, described the impact of the Internet on finance as "unclear". The bank cannot figure out who is competing with the bank, but the competition is indeed fierce. Under the competitive pressure of Internet companies, funds, insurance, banks, and securities firms are more "restless" and constantly launching new businesses, updating systems, and cross-border cooperation. Some people suggested that this was "cross-border robbery", while others believed that this was the beginning of "cross-border cooperation."
What is cross-border thinking? Using Internet thinking to do mobile phones, using Internet thinking to do finance, and using media thinking to do business are cross-border thinking. The core of cross-border thinking is disruptive innovation, which often comes from marginal innovation outside the industry. Therefore, it is necessary to look beyond the industry and establish a systematic and cross-cutting way of thinking. Only by using cross-border thinking, breaking through traditional coherent thinking, and transcending traditional business concepts and business models will there be opportunities for overtaking in corners.
It can be said that the Internet has blurred the boundaries of all industries, making cross-border a new normal. The destructive creation of the Internet on traditional industries is mainly reflected in the following aspects:
1. Attack from the flanks and disrupt the industry.
Internet innovation is never a frontal attack, but often bypasses the heavily fortified Maginot Line and launches a fatal blow from the flank. For example, Samsung and Apple defeated Nokia not by relying on mobile phones that can make calls, send text messages, and are not broken, but by relying on smartphones that can surf the Internet, watch movies, listen to music, take photos, and play games. They have subverted the concept of mobile phones.
2. User-centered, those who win users win the world.
In the Chinese Internet community, there is a legend that this is the formation of the three Internet companies BAT. The reason why Baidu, Alibaba and Tencent can firmly occupy the top of China's Internet food chain is that they all have a unique secret skill: Baidu occupies the information side, Alibaba occupies the transaction side, and Tencent occupies the communication side. As long as you hold the Shang Fang Sword of "User is King", you can cross borders as much as you want.
3. Subvert the competition barriers in traditional industries, outsmart the enemy and win by surprise.
The status of traditional enterprises is established by professional technology and resources, while Internet enterprises have easily overturned these competitive barriers that make a family and a successful company. For example, the business outlets that traditional banks have worked so hard to establish have become tools for users to deposit money into Alipay; WeChat has killed the communication towers and telecommunications licenses of China Mobile and China Unicom in minutes. The Internet has greatly lowered cross-border competition barriers.
2. Offensive and defensive methods of cross-border competition
There is no shortage of hunters in the African savannah. The physique of the lion, the speed of the cheetah, the eyes of the eagle and the team fighting of the hyena are all the capital they rely on for survival. So, in the market jungle, which companies are capable of cross-border operations? What is their magic weapon for conquering the city?
1. Vertical integration - the only rule for core companies
The core companies in the industrial chain are ferocious beasts that operate across borders. They are born with the genes and capabilities of vertical integration. Apple is the most typical example. From chips, hardware, systems, apps to sales terminals, Apple controls almost the entire industry chain. Moreover, Apple is almost an independent kingdom, with independent ISO systems and standards, independent design, development, manufacturing and sales systems, which makes subverting Apple an almost impossible task. For core companies in the industry chain, what they value most is crossing over to the research and development, design, logistics, warehousing, marketing and sales links at both ends of the smile curve, and often outsource the manufacturing process to other companies. One end of the smile curve is connected to the origin of raw materials, and the other end is connected to the market and users. Controlling both ends of the smile curve will gain the bulk of the value chain.
2. Horizontal expansion - the practice of industry leaders
Horizontal mergers and acquisitions complete key positions and layouts by recruiting relevant and important companies in the industry to consolidate and strengthen the position of the industry leader. Tencent is a master of horizontal expansion. The number of industry rivals that have fallen to Penguin Pomegranate is astonishing. From ICQ, MSN, Lianzhong to Kaixin.com, Tencent is involved in almost all subdivisions of the industry. Whichever industry is popular, Penguin will raid that industry. Relying on its unparalleled user resource advantage, Tencent can often catch up from behind and kill all competitors in an instant.
3. Strong alliance - the highest level of resource integration
A tiger is no match for a pack of wolves. The highest level of cross-border operation is the combination of powerful forces and the integration of resources. The reason why Internet finance can create such a huge turmoil and change the color of Yiganxhang Tanwang is definitely not something that Jack Ma, Ma Huateng or Ma Mingzhe can do. When the three horses competed with traditional banks for food, Internet finance kicked off and the real challenge began. Cross-border cooperation is not always a life-and-death competition. Sometimes it can also be cooperation and win-win. Since no one has the ability to destroy the other, each should make some concessions and exchange some non-core interests. Instead of tightening the fence and not being able to eat anything, it is better to work together to make the cake bigger and share the cross-border dividends.
3. How small and micro enterprises can cross borders
Crossing borders is cool, but the threshold is not low. In order for an enterprise to successfully cross-border, in addition to possessing certain strengths, it must also adopt a reasonable cross-border strategy. From this point of view, cross-border seems to be the exclusive preserve of local tycoons, so can small businesses cross-border? How to prepare for cross-border? If you are unable to attack, how can you defend?
1. Offense is the best defense
There are risks in crossing borders, and implementation needs to be cautious, but this does not mean that small and micro enterprises do not need to be proactive and wait for death. In fact, any industry giant started from a small business. For small and micro enterprises, they should choose an industry that the industry giants disdain to touch, focus on developing a product, and achieve the ultimate goal. Just like Apple, there are still only a few products such as iMac, iPhone, iPad, and iPod, but each one is irreplaceable. Start-ups and small and micro enterprises will only have a chance if they choose an industry that the industry leaders look down on, look down on, don’t understand or even see. They work hard and concentrate on accumulation. At the same time, we must have cross-border thinking, adopt outflanking tactics, take the initiative to innovate, and tighten the fence before the "barbarians" invade.
2. Achieve low-cost, low-key cross-border
If small and micro enterprises want to survive, cost control is one of the most important skills. There are two shortcuts to reduce costs and improve efficiency: one is to go online; the other is to unite with other small and medium-sized enterprises. The cross-border path for small and micro enterprises is by no means to make friends with rich people, but to stay together with friends. Only with equal status can it be possible to ensure fair transactions. For small and micro enterprises with weak strength, they can have cross-border ambitions, but they should not move too hastily. The most taboo thing is to see giants feasting and drinking there. If you rush in to get a share of the pie with the giants, you will definitely be beaten to death.
You must have the spirit of sitting on the bench, and it is best to keep a low profile. Don't have an idea and want to promote it with gongs and drums. Today you will go to Sina for an interview, and tomorrow you will go to Sohu to make an appearance. Instead, we need to spend more time with ordinary people, figure out what emotional needs they have, what problems have not been solved, and then focus our limited power on a single point on the flank. Three years later, when you make your debut again, you will find that the giants can no longer understand you. By the time it finally understands it, it will be beyond its reach, so that it can truly gain the possibility of cross-border subversion.
3. Avoid disruptive mistakes
Jorma Ollila, the former CEO of Nokia, said when it was acquired by Microsoft: "We did nothing wrong, but for some reason, we lost." Ollila expressed the confusion of many once-glorious companies: Why did we lose? Nokia made an unforgivable mistake. When the "barbarians" banged on the door, it still lay casually in the existing comfortable area and slept soundly. Their failure did not stem from the failure of the original system, but the almost cruel subversive destruction of the new system. After the storm, Nokia disappeared.
4. Cross-border is not a blue ocean
Cross-border means entering a different field, where opportunities and risks coexist. You should neither be blindly optimistic nor too pessimistic. Every industry has its own development cycle and rules. When and how to enter is very important. It is equally important whether you are fully prepared before crossing the industry. It is equally important whether your own resources and endowments allow you to seize opportunities. Large international companies are more inclined to cross-border vertical fields to consolidate their core position in the industrial chain. In terms of the order of cross-borders, vertical integration should precede horizontal expansion, while unrelated cross-borders should be ranked last or not even considered.
ANNA