Editor's Introduction: The word "long-termism" has become a standard hot word for corporate PR drafts, forum themes, and CEO speeches. Only long-termists can "inevitably" achieve final success, so the industrial Internet needs long-termism. The authors of this article analyze the product Internet industry and the reasons why the industrial Internet needs long-term ism. I recommend reading that interests you in the industrial Internet.
It is very wrong to simply look at the industrial Internet from the perspective of the consumer Internet.
This view is increasingly being confirmed.
We all know that in the era of consumer Internet, as long as a large platform is established, as long as it masters abundant traffic, it can easily occupy the scale advantage and ultimately achieve the goal of "lying and earning".
But all those players who have achieved something in the era of consumer Internet are all like this.
When people do not understand the industrial Internet, they will take it for granted that they can use the way and method of the consumer Internet to cope with the changes in the industrial Internet.
However, when they really threw themselves into the battle of the industrial Internet, especially after truly understanding what the industrial Internet is, more and more players began to abandon their previous prejudices and began to correctly look at the industrial Internet with a new posture.
In fact, the industrial Internet is a long-term and continuous process.
Only after experiencing such a long-term and continuous process can we enter the era of industrial Internet in the true sense.
If you do not recognize this, just look at the industrial Internet of time with the thinking of the consumer Internet, then the so-called industrial Internet will inevitably fall into the dead cycle of the consumer Internet.
First, the industrial Internet is a systematic project from the inside out
After experiencing the baptism of the consumer Internet era, people will take it for granted that the so-called industrial Internet is just to transfer the object of transformation from the C-end to the B-end, and other aspects are not much different from the consumer Internet.
As a result, what we see is that many players have begun to follow such a line of thinking to land and practice the industrial Internet.
Many of the concepts we see, represented by new retail and new consumption, were basically born in such a context.
In my opinion, this practice of just trying to land and practice the industrial Internet through superficial, superficial logic is only a continuation of the development model of the consumer Internet, not the industrial Internet in the true sense.
In the final analysis, players who uphold this kind of thinking are still continuing the logic of the consumer Internet, and it is conceivable that in the end, they will still bring the industrial Internet into the development dilemma of the consumer Internet.
In fact, the industrial Internet is not just the transfer of transformation objects.
It is more of a systematic project from the inside out.
To be precise, the industrial Internet needs to undergo a comprehensive and in-depth transformation of the internal elements, internal processes and links, and internal systems of traditional industries before it can be truly completed.
If we only regard the industrial Internet as the transfer of traffic objects, and do not realize the systematization of the industrial Internet, then the so-called industrial Internet must be a false and unreachable concept.
Recognizing this, we will not rush to make a quick profit in the industrial Internet, but will see it as a slow, long-term process.
After the in-depth transformation of the internal elements and process links of the industry has been realized, the industrial Internet can truly arrive.
If we simply think that the industrial Internet can be realized in a short period of time in accordance with the way of the consumer Internet, then it is bound to bring the development of the industrial Internet into a new dilemma.
Second, the key point of the industrial Internet is not capital and traffic
Blind confidence in the consumer Internet eventually makes those players with speculative psychology simply see the key point of the industrial Internet as capital and traffic.
In fact, the key point of the industrial Internet is not capital and traffic, or capital and traffic no longer play a relatively key role in the development process of the industrial Internet.
This determines that the industrial Internet is also not a short-term realization of the existence.
In my opinion, the key point of the industrial Internet lies in self-hematopoiesis and the deep transformation of the vertical industry.
To put it simply, those players who can really grasp the key to the development of the industrial Internet are not players with relative advantages in capital, and the quick success of capital ultimately determines that they will do nothing in the era of industrial Internet, because the industrial Internet is a fairly long-term process.
Only those players who can really adhere to long-termism can make a difference in the era of industrial Internet.
From this perspective, we may be able to understand why Hillhouse Capital proposed the concept of "long-termism" several years ago.
In my opinion, the change in the role of capital determines that they have to change the way they play in the era of consumer Internet, and look at the industrial Internet from a more long-term and high-dimensional perspective.
If you still want to cash out in a short period of time like the consumer Internet, or want to harvest dividends like the consumer Internet era, you will inevitably end up in a failure.
In addition to the change in the role of capital, I believe that the traffic in the era of industrial Internet has begun to lose its dominance, which also determines that the industrial Internet is a long-term process.
In my opinion, compared with the golden rule of "those who get traffic get the world" in the era of consumer Internet, what is more tested in the industrial Internet is the depth of their vertical intervention in the industry.
When a player of the industrial Internet is deep enough in the industry, the growth potential they have obtained is large enough.
If you simply rely on expanding boundaries and simply building an ecological way to achieve development like in the era of consumer Internet, you will inevitably fall into a dead end in development.
I think this is the key reason why Internet players represented by Ali and Meituan are talking less and less about boundaries, but began to focus more on the deep impact and empowerment of the industry.
Third, the industrial Internet is not a simple addition, but a deep change
In the era of consumer Internet, one of our most influential business models is the "Internet +" business model.
With such a business model, we can encompass almost all the industries within our reach.
In essence, the so-called consumer Internet is actually a process of continuously combining the "Internet +" business model with different industries, and constantly adding simple and simple.
Following such a development idea, we have seen the emergence of many Internet platforms represented by "Internet +".
Every field will have a center, and every field will have a platform. But how much has the industry itself changed? It can be said that there are very few.
One of the most direct results of this "simple addition" is that users' consumption behaviors and habits have indeed changed, but the products and services they have obtained are still old, backward and traditional.
In the context of information asymmetry, we can get a certain growth through such an idea, and wait until this information asymmetry is broken, especially when the product supply is greatly enriched, it is difficult to obtain new growth just by means of this way.
Therefore, we need to use new ways and methods to solve this pain point and problem.
The industrial Internet was born in such a context.
Unlike the era of the consumer Internet, which is only a simple addition, the industrial Internet is more concerned with the deep change of the industry.
In particular, it is necessary to change the production methods and methods of traditional industries, especially the emergence of new products and services, and the emergence of a new balance between supply and demand.
If we only follow the simple additive model of the consumer Internet era, we will not be able to achieve this goal, and only by deeply participating in the actual operation process of the industry can we achieve this goal.
In this process, if we still want to achieve this goal like the consumer Internet, it is obviously not possible, only deep participation in the industry, only rhythmical realization of deep changes to the industry, can we truly achieve this goal.
Fourth, the industrial Internet is not a simple application of technology, but a combination of technology
When the concept of industrial Internet began to appear, people only thought that the industrial Internet was just a simple application of new technologies, and even some people thought that it was just a simple application of Internet technology.
As a result, what we see is the emergence of a new species of the so-called industrial Internet represented by unmanned supermarkets and unmanned shelves. Facts have proved that just simple technology applications are not the real industrial Internet.
In my opinion, the simple application of new technologies is only the beginning, and the key to really promoting the advent of the industrial Internet era lies in the combination between new technologies and the combination between different industries after the application of new technologies.
The continuous evolution and development of new technologies determines that its integration with the industry is a long-term, step-by-step process, which cannot be completed and realized as quickly as in the era of consumer Internet.
We need to continue to apply new technologies to the industry, and constantly evolve and adjust new technologies to find the best way and method to combine new technologies and industries.
In addition to the continuous evolution and maturity of new technologies, the compounding between industries is also a long-term and continuous process.
In my opinion, the era of industrial Internet is an era that constantly breaks the boundaries of the industry and constantly blurs the barriers of the industry.
In this era, the current situation of the industry that we usually see will be fundamentally changed, and in this era, the relationship between industries is more reflected in a relationship between you and me, and I have you, rather than a closed and isolated state.
This is also a long-term process.
For every player who aspires to make a difference in the industrial Internet era, it is inevitable to be prepared to fight a protracted war.
If you do not pay attention to this, but only regard the industrial Internet as a simple technical application, then, not only can not achieve the goal of the industrial Internet, it may even bring the industrial Internet into the dead cycle of the consumer Internet.
5. Conclusion
The industrial Internet requires long-termism.
This determines that we cannot copy the development model of the consumer Internet era.
Only by recognizing this and truly finding the correct way and method to land and practice the industrial Internet can we truly jump out of the strange circle of the development of the consumer Internet and enter the development track of the industrial Internet.
With this as a starting point, the industrial Internet can truly usher in its own spring.
#专栏作家 #
Meng Yonghui, WeChat public account: menglaoshi007, everyone is a product manager columnist. Senior contributor, contributing commentator, industry research expert. He has long focused on industry research and published more than 4 million words of financial and scientific articles.
This article was originally published by everyone who is a product manager, and reproduction without permission is prohibited.
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