Six Business Models in internet plus

"internet plus" enterprises have four landing systems (business model, management model, production model and marketing model), the core of which is the internetization of business model, that is, using the spirit of Internet (equality, openness, cooperation and sharing) to subvert and reconstruct the whole business value chain. At present, it is mainly divided into six business models.

First, tools+community+e-commerce model

With the development of the Internet, information exchange is more and more convenient, and like-minded people are more likely to get together and form a community. At the same time, the Internet gathers scattered demands in different places on one platform, forming new demands of the same size and solving the value of reunion.

Nowadays, the Internet is maturing into a new business model, that is, a hybrid model of "tools+community+e-commerce/WeChat business". For example, WeChat started as a social tool. First, a large number of target users are filtered through their core functions such as tool attributes/social attributes/value content, and community functions such as friends' likes and comments are added, and then commercial functions such as WeChat payment, selected goods, movie tickets and mobile phone recharge are added.

Why is this happening? Simply put, the tool is like a sharp blade, which can meet the pain points of users and can be used as the entrance of traffic, but it can't effectively precipitate fan users. Community is a relational attribute, which is used to precipitate traffic; Commerce is a transaction attribute, which is used to realize the value of traffic. The three look like three skins, but the logic of internal integration is one.

Second, the long tail business model.

The concept of the long tail was put forward by Chris Anderson. This concept describes the transformation of the media industry from selling a few fist products to a large number of niche products, although each niche product only generates a small amount of sales. The total sales of minority products can be compared with the traditional sales model of selling several fist products to a large number of users. The core of C2B mass customization is "multi-variety, small batch".

Therefore, the long tail model needs low inventory cost and powerful platform, and makes it easy for interested buyers to obtain niche products, such as ZARA.

Third, cross-border business model.

Ma Yun once said a very wayward remark. He said that if the bank does not change, then we will change the bank, so Yu 'ebao was born, and the scale of Yu 'ebao was close to 300 billion in half a year. Sculptors not only make beef brisket, but also make mutton skewers, afternoon tea and pancakes, and enter the nail art; Xiaomi made a mobile phone, TV, agriculture, cars and smart homes.

Why can the Internet subvert traditional industries so quickly? The subversion of the Internet is essentially to integrate inefficiency with high efficiency, redistribute the core elements of traditional industries and reconstruct production relations, thus improving the overall system efficiency. Internet companies can improve efficiency and reduce costs by reducing intermediate links, reducing unnecessary losses of all channels and reducing the links that products need to go through from production to users. Therefore, for internet companies, as long as they grasp the inefficient or high-profit links in the traditional industry value chain and rebuild the commercial value chain by using internet tools and internet thinking, they will have a chance to succeed.

Fourth, a free business model.

The era of "internet plus" is an era of "information surplus" and "attention scarcity". How to get "limited attention" from "infinite information" has become the core proposition of "internet plus" era. The lack of attention has led many Internet entrepreneurs to try their best to compete for attention resources, and the most important thing for Internet products is traffic. Only with traffic can we establish our own business model, so the Internet economy is based on attracting public attention to create value and then turning it into profit.

Many internet companies attract many users with free and good products, then give different users new products or services, and then establish business models on this basis. For example, 360 security guards and QQ users. The common way for the Internet to subvert traditional enterprises is to make money for free in the fields used by traditional enterprises, so as to completely take away the customer base of traditional enterprises, and then turn it into traffic, and then use extended value chains or value-added services to achieve profitability.

If there is a business model that can dominate the future market and crush the current market, it is the free model. Chris Anderson, the spiritual leader of the information age, summed up the completely free business model based on core services in Free: first, direct cross-subsidy, second, third-party market, third, free charge and fourth, pure free.

Verb (abbreviation of verb) O2O business model

20 12 September, Tencent CEO Ma mentioned in his speech at the Internet Conference that the geographical location information of the mobile Internet brought a brand-new opportunity, which is O2O. Two-dimensional code is the key entrance of online and offline, which brings the rich resources contained in the back end to the front end. O2O and QR code are the basic abilities that mobile developers should have.

O2O is short for OnlineToOffline. In a narrow sense, O2O is a business model of online transaction and offline experience consumption, which mainly includes two scenarios: first, online to offline, users buy or book services online, and then enjoy services at offline merchants. At present, there are many types; Second, offline to online, users experience and select goods through offline stores, and then purchase goods through online orders.

Generalized O2O is the integration of Internet thinking and traditional industries. In the future, the development of O2O will break through the boundaries between online and offline, and realize the deep integration of online and offline, fiction and fact. The core of its model is based on Internet thinking such as equality, openness, interaction, iteration, and enjoyment, and uses high-efficiency and low-cost Internet information technology to transform inefficient links in the traditional industrial chain.

Yu Gang, co-chairman of 1 Store, believes that the core value of O2O is to make full use of the respective advantages of online and offline channels to enable customers to achieve omni-channel shopping. The value of online lies in convenience, variety at any time and place, and is not limited by time, space and shelves. The offline value lies in the materiality and immediacy of goods. From this perspective, O2O should seamlessly connect the values and advantages of the two channels, so that customers can feel that each channel is valuable.

Sixth, the platform business model.

The core of platform-based business model is to build a large enough platform to make products more diversified and diversified, and pay more attention to user experience and closed-loop design of products.

Zhang Ruimin's understanding of platform-based enterprises is that enterprises can be made bigger by using the Internet platform for the following reasons: First, this platform is open and can integrate various resources around the world; Second, this platform allows all users to participate and realize the zero distance between enterprises and users. In the Internet era, users' needs change faster and more elusive, and it is difficult to meet users' personalized needs quickly by relying on the resources, talents and abilities owned by enterprises themselves. This requires opening up the boundaries of enterprises and establishing a larger business ecological network to meet users' personalized needs. Gather resources at the fastest speed through the platform to meet the diverse and personalized needs of users. Therefore, the essence of the platform model is to create a multi-win and mutually beneficial ecosystem.

But for traditional enterprises, don't try to be a platform easily, especially for small and medium-sized enterprises. Don't blindly pursue a large, comprehensive and large platform. Instead, we should concentrate our own superior resources, discover the uniqueness of our products or services, aim at accurate target users, explore the pain points of users, design the ultimate products according to the pain points of users, build a core user base around the products, and build a brand quickly on this basis.

These are the six business models of internet plus shared by Bian Xiao. For more information, you can pay attention to more dry goods sharing of global ivy.