Only platform companies have a future.

Everything in the world has a fundamental law: only when there is a big break can there be a big stand.

It is inevitable that the old ecology will always be replaced by the new ecology.

Now, more and more people feel that traditional enterprises are becoming more and more difficult to do. That's because the moment is precisely the critical moment from the big break to the big stand. A large number of enterprises are being eliminated, and a large number of innovative enterprises are breaking ground.

If you understand the logic of business change, you will be pleasantly surprised to find that from now on, all enterprises in China are worth starting over.

Let's make a systematic introduction. Traditional enterprises are getting harder and harder?

Let's start with the simplest example: queuing. When standing in a line, everyone stands back in turn. Everyone can only see the back of the head of the person in front, but can't see the person in front and the person behind. People don't even notice small moves. This is the traditional industrial chain structure-manufacturers need to sell their products to brands first, then brands sell them to distributors, and distributors sell them to consumers through distributors at all levels. Therefore, consumers are faced with channel providers, channel providers are faced with brands, brands are faced with manufacturers, manufacturers are faced with technology vendors, technology vendors are faced with capital, and capital is faced with financial markets.

Although it is a link, the information is asymmetric and isolated at different levels. It is difficult to find any link in the whole industrial chain. The biggest problem is coming: because it is a single row, it is prone to tarot effect. The first one drops, the next one drops, one link gets stuck, and the whole game loses.

I'm stuck with this question now. Due to the impact of the Internet, the shopping path of consumers has changed a lot, so the channel providers who are at the forefront are the first to be affected, which leads to a chain reaction behind the industrial chain: for channel providers, discount promotion is normal, because they have to compete with e-commerce, they have to take more goods to reduce their costs, which in turn leads to inventory.

For the brand, although the product was sold to the channel, the payment of the channel could not be fulfilled on time, and the brand value was greatly reduced because of the discount promotion behavior of the channel.

For manufacturers (factories), in addition to more and more accounts receivable, labor costs are getting higher and higher, and the tax burden is getting heavier and heavier. Coupled with the serious homogenization of products, there is no added value, profits are getting lower and lower, and more and more factories have closed down.

This is what we see now: every link is getting more and more tired, the profit is getting lower and lower, and every link is eager to change, but due to the restraint of upstream and downstream links, unilateral efforts can't reverse the situation at all.

Where is the connecting flight? Everything has two sides. Internet has changed consumers' shopping path and brought crisis to traditional commerce, but at the same time it has also opened information barriers and brought new opportunities.

Or take queuing as an example, because of the openness of information, no matter which link, you can directly face other links. With the development of e-commerce platform, mobile payment and social platform, everyone can connect freely. Then a fundamental change took place: this column became a horizontal line, and everyone could "face to face". Everyone stands in a row, who is tall and short, and who is doing small tricks, which is clear at a glance. At this time, the traditional industrial chain will inevitably change completely.

The internet has changed the industrial chain from vertical to horizontal, allowing everyone to stand together in parallel and on an equal footing. This is a very big change.

Traditional business is a ring to eat a ring. In every link of the product, every link will increase the price and then ship. This is a one-way mode to earn "price difference". We don't know how much difference the upstream link has earned, nor how much money the downstream link can earn from its downstream link. The upstream and downstream links are a kind of embezzlement, so everyone is keeping secrets from each other.

It's completely different now. Let's take the most direct example: the popularity of e-commerce has given many consumers (customers) direct access to various brands, so more and more consumers (customers) are more willing to skip all links and pay directly to brands (manufacturers), which will lead to the direct flow of cash to brands.

Then, how can intermediate channels and manufacturers make money at this time? So this requires everyone to have an agreement before, according to the value of each link and an agreed distribution ratio. After the brand gets the money, it will distribute the money according to this agreement. So everyone is bound by the terms of the contract, forming a new value chain. In this value chain, resources are shared, and they cooperate with each other to keep all links out.

At this time, every link of a product from production design to consumers will become very transparent. How much money can be earned in each link in the future is open and transparent, rather than being kept secret at different levels as before. In the face of this fairer and more open business path, the original column model of profit exploitation and operational efficiency attenuation is bound to collapse.

So, how to use this opportunity to upgrade? Platformization is the only way for the company to develop. There is only one company that can survive in the future, and that is the platform company. This sentence applies to all types of companies. The essence of platformization is to help the industrial chain of this industry change from "column" to "horizontal team" and let this industry establish a cooperative production mechanism.

The meaning of platformization is actually to provide enterprises and even individuals with opportunities to create value and let them play the comprehensive effect of 1+ 1 greater than 2.

There will be more and more platform companies in China, such as Ali and Tencent. Tencent has collected many companies with its own traffic, WeChat has made countless self-media people, Ali has also acquired many companies, Taobao has made many shopkeepers, and there are also various live broadcast platforms and self-media platforms. Countless individuals or small teams are emerging.

Platform transformation is not only applicable to Internet companies, but also to manufacturing. How do manufacturing enterprises realize this transformation? First of all, the company is very focused on a certain category and has the ability to get through vertically and integrate vertically. For example, from the source of raw materials, design and development, to production and marketing, to sales system and post-maintenance.

Secondly, enterprises must coordinate their operations, establish a collaborative mechanism, classify and integrate the same needs, resources and channels, and carry out collaborative production.

There will also be two levels of division of labor here. For example, in the clothing industry, those who do embroidery specialize in embroidery, those who do printing specialize in printing and those who sell zippers specialize in selling zippers. Then there are many divisions of labor.

Therefore, the enterprise may not be a factory, but a factory group, but it can be integrated at any time. And those downstream small and medium-sized factories themselves need a coordinated large-scale production, so as to avoid fragmentation. For example, when the peak season comes, orders will come at once, and companies can aggregate similar products together. You order today, I order tomorrow, and he orders the day after tomorrow, which becomes a relatively balanced demand input. The company can also make accurate matching according to the data of the retail end, thus promoting the data of the retail end to penetrate more into the production end and helping the production end to make some planning preparations in advance. Data interoperability will increase the synergy efficiency between retail and production, which will solve overcapacity and minimize inventory. Statistics can find out the law, which is convenient for preparation in advance next time, and it becomes "planned" production. Therefore, in the future, the production of manufacturing industry will become more and more "planned", and the overcapacity caused by the blind, follow-up and disorderly traditional production order can be completely improved.

This is the platform strategy of the enterprise. First of all, enterprises should be in a leading position in this industry, then bring in suppliers, distributors and distributors, change the upstream and downstream relationship into a parallel relationship, use e-commerce and online platforms to grasp consumer demand data, establish an integrated operation mode of production, supply and marketing, and then establish a rapid response mechanism to realize small batch, short cycle and rapid market production.

This is also a change in social organization. Just like the future war, all departments need to be able to fight independently and break up the whole into parts, requiring everyone to have the ability to fight alone and cooperate. Openness, sharing and cooperation are the general trends of enterprise development. It is the general trend to open the company's boundaries and let the brand camps and channels * * * enjoy each other and exchange needed goods.

No matter how small the company is, it is necessary to complete the platform upgrade. For example, an advertising company also takes orders in the name of the company and subcontracts them to individuals. The company's reputation and credibility in the industry determine its ability to obtain orders. Companies can use credit as a guarantee to take orders and then subcontract them to individuals. This is what the company will do in the future.

Therefore, platformization is not only the direction of big companies, but the inevitable direction of all companies. To a certain extent, the company can incubate all kinds of small and beautiful personal brands, which is the way for small enterprises to become bigger and stronger in the future.

Manufacturing enterprises can also adopt this logic. Its joint venture with upstream and downstream enterprises is also a platform company. The most important thing is that the company will operate according to the standards of listed companies, so that to a certain extent, it can go to the capital market through independent IPO or mergers and acquisitions, thus obtaining more resources support.

Therefore, the core assets of a company in the future are actually its brand and credit. Only when enterprises have enough brands and credit can they get orders and undertake various major projects, and can subcontractors feel at ease in production for enterprises.

As long as the credit of the enterprise is still there, as long as the brand is influential, the enterprise will never fall. If a company has neither brand value nor collaborative production mechanism, there is no reason to exist. This is why many enterprises are getting more and more difficult because their structures are closed. The basic structure of business is changing from "company+company" to "platform+individual". Numerous platforms are emerging, and countless individuals are performing tasks on the platforms. After the opening and platformization of enterprises, shareholders, employees, channels and products are gradually opening up. A hundred rivers are full of tolerance. All organizations should open their own structure and embrace the world with an open mind.

So society will be more free and inclusive. At the same time, all future business will be conducted in "broad daylight" and every order will be generated in "full view". We must get used to working in public places.

In the future economic operation, there are only four roles: first, resource-based enterprises (state-owned enterprises and central enterprises) responsible for the national economy and people's livelihood; The second is a platform-based enterprise responsible for product circulation; Third, small companies with unique products or in-depth services in various segments; 4. Individuals or value subjects who undertake various small company businesses.

On this basis, all business logic will be overthrown and rebuilt, and all rules will be rewritten. This is a new division of responsibilities, rights and interests.

If we look at this trend in combination with the evolution history of the company, the demutualization of the company is the contribution of the west to the world. The platformization of the company is China's contribution to the world.

The essence of demutualization is to split the company, trade it in the stock exchange market, and be publicly held by many people.

The essence of platformization is to unite many scattered companies, do their best and get what they need, and become an aggregate.

Mutual assistance must be divided into long periods, and platformization must be divided into long periods.

Since ancient times, people in China have had genes of synergy and polymerization, and people in China have a profound understanding of "harmony".

Now is the turning point of the world economy, and the wisdom of China people will play a leading role in the next era. It is inevitable that a number of enterprises will fall, and so is the rise of a number of new enterprises. Only those who see through the trend can be invincible forever!