2019 Industrial Internet Trend Observation—Nine Key Words
Author:rain
Time:2019/12/31
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2019 is coming to an end. Under the curse of declining every 9, bottoming out every 0, recovering every 1, and heating up every 2, what are the important trends of the industrial Internet in 2019[…]
2019 is coming to an end, inUnder the curse of declining every 9, bottoming out every 0, picking up every 1, and rising every 2, what are the important trends in the industrial Internet in 2019?
Author · Pi Ye
source · Industrialist(ID:chanyejiawang)
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Industry, a word that itself existed in China's millennium industrial civilization, has become the main theme of 2019.
During the year, it appears everywhere you look. Entertainment, industry, media, advertising, coal mines, medical care, logistics... Compared with the thunder and fire of the mobile Internet, the industrial Internet is more like a silent drizzle that moisturizes things, moving slowly but loudly.
You can better understand that this is the original genetic theory. When the main body turns from the measurable C-end to the B-end of the composite mechanism, thousands of genes in the enterprise will be disrupted and reorganized, and its inherent model will no longer be suitable for the new economic engine.
Some people define themselves as Internet pioneers, while others consider themselves industrial aborigines. For the former, survival with a broken arm is one of the few ways to survive the cold winter; for the latter, the crisis of being subverted has become the hanging sword of Damocles.
What you can see is the "poor change" of companies such as Tencent, Ali, JD.com, Huawei, and Ping An of China. Businesses are spreading their wings and becoming behemoths.
Today's Zhongguancun and Huaqiangbei are no longer the information highlands of the highway hundreds of meters away, and the current Internet is no longer just the mobile Internet of the past.
There is a lotus pond theory in economics, which means that in the long winter, it is difficult for you to see the changes in the pond, but when the willows in the pond sprout new buds, the result is already a foregone conclusion.
Now that you can see 2020 when you look up, industrialists hereby combine the major events that happened in the past 12 months to take stock of the 10 industrial Internet trends that are most noteworthy in our eyes. I hope you can read it. If you can It is an honor to have the slightest approval.
industrial urbanization, urban intelligence
An obvious fact is that it is difficult for you to see which comprehensive giant does not make a smart city.
Tencent, Ali, JD.com, Huawei, 360, Ping An... Basically, the giants you are familiar with can find corresponding pits in this training ground.
According to the "2019-2024 China Smart City Construction Development Prospects and Investment Analysis Report" released by the China Business Industry Research Institute, the market size of my country's smart cities will reach 7.9 trillion yuan in 2018, and the market size will reach 250,000 yuan by 2022. billion. So far, a total of more than 500 cities have proposed smart city development plans or are building smart cities, and the entire smart city industry chain will be a hot spot for investment.
And according to statistics, as of 2018 alone, 290 cities have been selected as national smart city pilots, and more than 300 cities have signed agreements with outstanding digital economy and smart city operation service companies such as BAT, Huawei, and the three major operators. Strategic cooperation framework agreement.
In a sense, a smart city is more like a comprehensive answer sheet. On this answer sheet, players need to face the test of comprehensive ability, and to really do a good job in this aspect of construction is the comprehensive ability of enterprises. A concentrated display to the outside. At the same time, as the main carrier of future life, smart cities represent a preemptive space for people's minds in the future to some extent.
From another perspective, under the current capital winter, TOG business has begun to play an increasingly important role within the enterprise. Compared with the lengthy market education and super-long reflex arc of the B-side, the G-side is more adaptable to the times. Faster, the concept should be more advanced.
Source: Qianzhan Industry Research Institute
Chengdu's game industry, Beijing's technological attributes, Guiyang's medical symbols, Shanghai's financial laurels, Xiamen's new economic characteristics... can be regarded as industrial urbanization, and can be understood as urban industrialization.
This will be a huge blue ocean market with a long cycle. Whoever can gain an advantage in this market can be regarded as whoever wins the first ticket to the future.
Judging from the current strength of each company, this is not a winner-takes-all market, and it is more appropriate for the technology industry to specialize.
Technical middle platform core
Technology has become one of the most frequently heard words in 2019.
Whether it is Ali, Tencent, JD.com, Netease, or a company that focuses on a certain track, technology is the value that each company began to vigorously export this year.
Unlike TOC, the B-end market has a long cycle and low returns. In the words of the capital market, all businesses in the "Industrial Internet" are slow businesses, and it is difficult for companies to invest in a short period of time to see immediate results.
It is difficult to use data to display from the product side, so the technology side has become the best window for centralized display. Another reason based on this is that the current product form is the same, and the difference in the underlying logic just reflects the company's values and future direction.
On the one hand, companies need a good story to show to the outside world; on the other hand, companies also need a real voice to the outside world. After the combination of the two, technology has become the best spokesperson.
Driven from the inside out, there is more urgency from the outside in. The emergence of various technologies emerges in an endless stream, which represents people's increasingly abundant needs and more personalized choices. If the technology is not up to standard, the enterprise can only become a shallow building and an enterprise on the wind.
If you don’t believe me, look at community group buying, the sharing economy, the early blockchain... without exception, there are no technical barriers, and any external disturbance is enough to kill.
Many people say that everything in the past is a prologue; but in comparison, using technology as a measure is closer to the essence of things.
This theory was confirmed again.
The essence of the industrial Internet is industry + Internet, its core is still industry, the Internet is a tool, and the most important core essence is to use tools to reshape and improve the main body as a whole.
Looking at a set of incomplete statistical data, as of now, the total scale of the advertising industry has exceeded 900 billion, the education industry is expected to exceed 350 billion this year, social consumer goods have reached 18 trillion in the first half of 2018, and real estate investment is only in the first half of the year. The total amount reached 12 trillion yuan, the home appliance market was 400 billion yuan, and the air conditioner market exceeded 200 billion yuan...
List of the scale of each industry in 2016
(Data source: Internet)
The main character is obvious.
In the final analysis, the essence of this matter is still the enterprise that has been immersed in the industry for many years. You can see various digital solutions from Tencent, JD.com, and Ali, but the premise is that they have a deep enough understanding of some or several industries, and their corresponding solutions have been polished and verified on site.
If you look at retail, you must not avoid super supermarkets such as Wal-Mart and RT-Mart; if you look at industrial manufacturing, you must go to real factories to understand and get in touch; when you enter medical care, companies need to contact upstream and downstream resources, including hospitals. , experts, and consumers, in order to be comprehensive, and the final solution will not be indiscriminate.
In the era of the industrial Internet, it is inaccurate to simply regard Internet giants as major players. More objectively speaking, these giants who have risen in the era of mobile Internet are more like "Godfathers" who are well versed in the power of the Internet. , but it is still necessary to "follow the script", polish and verify according to the path of traditional industries, and then come up with a complete and correct method, and then link the head and the tail.
Here, a more appropriate statement is that Internet companies have shortened the relationship between industry and the Internet, and shortened the impact of time and space on companies. They are more like a customized buff that acts on the whole, and can give different companies different help. , narrowing the space in between.
They are also beginners, but the speed of learning is different from ordinary people.
The enterprise service track has become a "sweet pastry"
SaaS has begun to become a track that no one can ignore.
The essential meaning of participation is that this track can be understood as a more direct to-to-b link in B-side services, and service providers can more directly contact enterprises for one-to-one services.
From the perspective of the SaaS industry market, the scale of China's SaaS industry is 3.4 billion US dollars, compared with the US market size of about 55 billion US dollars, there is still a lot of room for development.
Cartography: Industrialist Data source: Whale Zhun
The trend is reflected in the layout of each house. From Ali's "do not do saas" to Tencent's saas accelerator, it is not difficult to see that the ecological construction of saas service providers is in full swing.
Saas itself is based on the different attributes of the industry to provide customers with more systematic, intelligent, and data-based services. For the giants, it is impossible to gnaw at each sub-sector one by one, and more is to open their own. IaaS capabilities, through the output of the underlying and computing power and the provision of technical frameworks, assist saas suppliers to build the basic framework of the industry, and then carry out special product definition and packaging through the product operator's own understanding of the industry track, and personalize The establishment of a personalized service system.
For example, the established catering SaaS companies Keruyun, and Youzan in the retail direction are all making layouts in this area. It can even be understood that saas can be regarded as the starting point for the giants to lay out the B-side. Empower through the open source model, and then reach out to all walks of life through different tentacles, and build its own to b system.
Relatively speaking, the current threshold of this industry is not high. But really good products must be built by industry people who have a rich understanding of a certain industry, so it is not difficult to speculate that in the next year, while Saas products solve the problem of payment, there will also be a big wave. After all, from the perspective of data, the development rate of the entire market is now less than 5%, while the development rate of the US enterprise service market has reached more than 60%.
I believe that after good money drives out bad money, this industry in China will eventually produce a few good unicorns like the United States next year.
"Every inch of land must be fought for" in cloud computing
The competition in cloud computing really highlights a first-mover advantage.
Judging from the current market share, Alibaba Cloud is clearly in the first place, and Tencent Cloud has the fastest growth rate, followed by major giants such as Kingsoft Cloud, Huawei Cloud, Baidu Cloud, and JD Cloud.
The entry of giants corresponds to the huge market. According to iiMedia Research data, the scale of China's cloud computing industry has reached 150 billion yuan in 2015, and the scale of China's cloud computing industry will reach 430 billion yuan in 2019. Moreover, there is a gap between the scale of China's cloud computing market and the global market, and it is also in a stage of rapid growth.
An obvious feature of this year is that everyone's understanding of cloud computing is becoming clearer, that is, from the previous simple data integration capabilities to the current role of "hydropower" infrastructure, the subtle attitudes of various companies are changing.
(Cartography: Industrialist data source: Internet)
Aside from Alibaba Cloud, which was the first to start, Tencent Cloud has officially become one of the cores of Tencent’s development. Although Kingsoft Cloud’s development has gradually slowed down, its market share is still at the forefront. JD Cloud has recently established a new cloud and computing platform. The business department uses heavy codes to govern the country; Huawei Cloud continues to win big orders from the government, and Baidu Cloud's data transcripts are also constantly showing the outside world the technology Baidu's strategy.
It is different from the situation where the Aliyun family was dominant at the beginning, and each company had no way to enter the market. This year, each family has the strength to face the battle. Although they can't face it head-on, they can also live well if they take the slant.
This will naturally involve an essential logic, that is, once a user chooses a cloud computing provider, it is difficult to change it, because the longer the time, the more data will be generated, resulting in greater migration costs for the user, so As far as the current stage is concerned, an obvious feature is that each company is scrambling to snatch customers and strive to become the first choice of customers.
But under such circumstances, an undesirable price war is emerging, and we predict that this trend will become more serious in the next year. However, high-quality companies still value the core capabilities of cloud computing providers. The corporate structure that can be affected by the price war will certainly not be large.
Fighting and advancing, the cloud computing track is fighting for a future.
AI enters the second round of industry cycle
It is a bit general to describe the AI industry simply as cooling down, but the industry is indeed undergoing some subtle changes.
According to the "2019 China AI Innovation Report" jointly released by Sohu Technology and Tianyancha, the total number of artificial intelligence companies in the country has reached nearly 820,000 this year, but about 84% companies have been established for less than or equal to 5 years, and have not established sufficient barriers .
The fact is that compared with 2018, the number of AI-related financing has been greatly reduced, but the corresponding scenarios are gradually increasing.
Last year, the AI Vision Four Tigers became the guests of the capital market, and the scenery was unparalleled for a while, and the giants were also constantly attracting and deploying. From vision to hearing, from basic technical research to the lowest level of scene construction, each company's emphasis on AI has continued unabated.
From an objective point of view, the implementation of AI will definitely become a reality, but as far as the moment is concerned, the implementation of technology from the laboratory to the real offline scene is not achievable in a short period of time. It can be understood that we are now in the period of quantitative change in AI technology .
(mapping:Industry Data Sources:network)
Today, AI companies are no longer a new term, but the number of companies that have really started to take this as their core business has been greatly reduced, and companies with real technology and strength have begun to emerge. The tide receded, and the down-to-earth people began to officially take the stage.
It can be understood that the first industrial cycle of AI has come to an end, that is, companies advocating the concept and chasing after the wind are gradually being driven out, entering the second industrial cycle of competing for the core of technology.
Compared with technology investment, profitability has become a less critical issue in this industry. But a sufficiently clear business model is the top priority, which is a double explanation to the market and investors.
With the launch of the Science and Technology Innovation Board, more possibilities are emerging. Regardless of loss or profit, this track has a bigger outlet for living water.
In the next year, compared with technology, the control and selection of scenarios, resources, and teams may become more core competitive indicators.
Small and beautiful, big and broad
How to survive under the army? The answer of many companies is to condense all the power into one needle tip and increase the depth.
The truth is, while we saw in 2019 that the giants expanded their territories without borders, and all the giants were there, there are still some companies that are doing well.
Large means broad and extensive; small means specialized and refined.
Taking cloud computing as an example, a series of leading cloud computing platforms such as Alibaba Cloud, Tencent Cloud, Kingsoft Cloud, and Huawei Cloud are extending their minions to various industries, but there are still many small cloud computing platforms that are living very well, such as some I have been a company with a dedicated customer base for many years, such as Qingyun, Qiniuyun, Ucloud and other small cloud computing companies. We simply put aside the question of whether these companies stand in line. If you go to learn more about this company, you will It is natural to find that these cloud computing companies have a very fixed group of enterprise customers, and they are providing cloud services that are completely different from those of large companies.
In this regard, it can be understood that in the development process of cloud computing, there will be two lines running side by side: one is the overall layout of large companies, including various data services such as integration and open source; the other is the depth increase of small companies. To find another way, instead of going head-to-head with big companies, more people will choose their own areas of expertise for deep cultivation.
From a certain point of view, such an approach requires early accumulation, relying on a quality-assured customer base to ensure the steady development of the company.
Instead, the middle group is the most difficult. They can neither fight price wars like big companies, nor can they vertically increase business like more senior companies. Unless changes are made, they will surely face the problem of survival in the next 2020.
To sum it up: small and beautiful companies are doing well, large and fanciful companies are running fast, and the middle group is struggling.
"Wait and see" investment
TO B becomes capital concentration
It is difficult to invest money, and it is even more difficult to find money. This is the status quo faced by many investment institutions in the past year.
Things can be divided into two main lines.
For large investment institutions, there is naturally no threshold for finding money and raising funds, but this does not mean that they will concentrate on selling. If you look at all the investment data of the past year, you will find that the overall investment amount this year has not fluctuated much compared to last year , Even the larger the investment institution, the fewer investment targets it will have. From community group buying to blockchain, it is difficult for you to see a capital all in a certain track.
In today's capital winter, more investment is based on value-based long-term investment, looking at people and models, rather than following the trend.
For small investment institutions, the difficulty of survival has become an obvious problem. Compared with large and well-known investment institutions, they do not have good enough performance to meet the requirements of the capital side, so you can generally see many small investment institutions go bankrupt directly, or use very little money to gamble a relatively large investment institution. gains, but these are risky moves.
The last one is Tencent and Ali. To a certain extent, the investment of Tencent and Ali is actually different from that of investment banks. In addition to basic investment due diligence, they are more based on business-level wooing and occupying positions. , the proportion of small equity or the acquisition of large equity, although the styles of the two are different, the ultimate goal is the same. The construction of the ecological map will be greatly accelerated in this period, so compared with investment banks, you can see In the past year, the investment of Tencent and Ali has not decreased, but has gradually increased.
Among them, for all this year's investment, TO B is a main theme. At the moment when hot money cannot be realized quickly, long-term TO B investment has become a favorite in the capital market.
Objectively speaking, the giants have ushered in a period of "labor pains".
The period of pain does not refer to the business cut in half or a cliff-like decline, but compared to the previous rise, the main business model of today's giants is entering the top of the cone, and the available resources on the C-end are becoming less and less.
This requires the giants to constantly update their positioning. For example, the hottest word in the second half of 2019 is "sinking market". You can see Ali's Juhuasuan, JD.com's Jingxi, sinking Suning, and the previous inherent sinking market overlord Pinduoduo And a series of companies that have thrived in the ESR market.
(Cartography: Industrialist data source: Internet)
To some extent, the consumption power of the giants for the first- and second-tier groups has become saturated. On the one hand, the continuous introduction of the C-end market is required, and on the other hand, the expansion of the B-end market is required. This is one of the reasons why Tencent and JD.com continue to transform the B-end.
But in the long run, it is difficult for the giant TO B business to get the due profits and returns in a short period of time. As far as the moment is concerned, its more role is purely the role of layout and links, and the return cycle of TO B It is much longer than the return period of the C-end.
Therefore, even though 2019 can be called the first year of the industrial Internet, it can only be regarded as the embryonic period of the first stage of the TO B business. The real reshuffle period of the high-end market.
But for the current business pains, in the next year, companies need to find more business models that provide new forces, otherwise the numbers in the financial report or the data for investors will not look good.
Some people say that in history, every 9 will decline, every 0 will bottom out, every 1 will start to pick up, and every 2 will officially heat up. Under the cold winter, the persistence and integrity of a company can be tested even more, and a company that can survive in this big environment must be a truly good company with its feet on the ground.
The road is obstructed and difficult, but singing and walking.
Industrial urbanization, urban intelligence; the core of Taiwan in technology;Industry + Internet,not Internet + industry; the enterprise service track has become a "sweet pastry"; cloud computing "competes for every inch of land"; AI has entered the second round of the industry cycle; small and beautiful, big and general;"Wait and see" investment,TO B has become a place where capital is concentrated; the throes of giants.
The nine key words of the Industrial Internet in 2019 have a promising future, but the process is still brutal.
rain 