Net Business: The Birth Of A Class

In agricultural civilization, farmers are symbolic economic strata; workers are symbolic economic strata in industrial civilization.

Nowadays,

What kind of power is behind the irreplaceable qualifications of Internet traders in the current economic and social structure? What kind of social responsibility will he assume? What are the social responsibilities that he will bear? We extract some things from the survey materials provided by Alibaba, and try to see some clues.

The stars twinkling online business have each experience, the success is often the same, but the origin is different.

Shen Youdi's childhood was miserable.

Father is a disabled person. Shen Youdi lived in hunger since he was young.

Shen Youdi, who is "bitter and bitter," can not find a day in the traditional society. But after twists and turns, he found his final destination in e-commerce.

Through the Alibaba platform, not only has completely ended its own suffering, but also has become a hero in the business arena, and has been one of the top 30 Internet operators in the world.

From the children of poor families, she became a dazzling star in the sky of the 2008 Internet merchants.

Sun Jiangang, from the water village of Shaoxing, is known as "run earth".

But in e-commerce, Leng is turning such a "wooden man" into a bright star in the sky.

The brand named Bai Si Han, founded by Sun Jiangang, first entered the ranks of "famous brand" products of e-commerce in 2010.

In the era of "white haired girl", there is a saying that the old society turned people into ghosts, and the new society changed the ghosts into adults.

Although the new business civilization is not so exaggerated, we do see that it is living under the old business civilization without any adult figures, creating stars and shining light.

Of course, Internet traders do not just come from the bottom of the bitter struggle.

Like the "Water Margin", Lu Junyi, the eight hundred thousand head of the forbidden army, Lin Chong and other elite joined in the "Water Margin". E-commerce, like Liangshan, attracts a large number of elites.

Xu Qun, who has worked as an executive at the top 500 companies in the world, has resigned and entered e-commerce.

His dream is to create a fashion brand from China, so that consumers can enjoy the simple and convenient fashion with the global synchronization.

Xu group is a famous scholar. When he studied for EMBA at CEIBS, he was Per.Yanster and Wu Jinglian. After making a comprehensive investigation into the world-famous clothing brands, China's clothing industry and e-commerce, he decided to take the initiative to engage in e-commerce, and resolutely resigned from the top 500 executives and became an honorable member of the Internet business group.

Observation of the composition of the best business network, no less than the water margin of Liangshan one hundred single eight will be three, nine, all inclusive.

Although the Internet merchants come from three corners of the country, they share a common feature. Under the traditional economic structure, they are a group of people who are capable but not fully applied. They are new business civilization, so that they can live up to human dignity, human self-confidence and human glory.

Why do Internet traders live out of human life?

Technology driven business pformation

What is the basis of Internet business? This is the suspicion of many people.

In today's China, many businesses are very difficult to do.

Internet traders do not rely on power, and two do not rely on Laozi and three do not rely on women.

If we change this question to ask one hundred, eight, and those who do not flow into all kinds of people, what will they cry for?

In modern times, heaven is technology, that is productivity.

Technological revolution and productivity change are the trend of forming the stratum of the business network.

The network operators themselves are ordinary people who make their achievements. First of all, they are unstoppable.

1, one of the sky: beyond time and space, bringing orders and customers.

1) Ding Dong, a drop of pie in the sky

Compared with traditional business, what advantages does e-commerce have in terms of technology driving? In 2007, when Wang Shengchun founded the company, he actively found Alibaba to become a network dealer.

Because Wang Shengchun sees the advantages of e-commerce technology: "the biggest feature of e-commerce is to break through the space distance, no matter where the customers, as long as they can find us online.

And it can be used 24 hours without interruption.

Once the company was established, I asked all the salesmen to find and master the operation skills and key points of application of e-commerce platform.

Alibaba is like giving us a knife to cut wood. I must use this knife to the extreme.

An enterprise, no matter how you follow the development, e-commerce, I will never give up. "

2) save shop costs by information technology.

Saving the shop cost of physical shop is a technical advantage.

In contrast to the risks of foreign trade and online stores, Wu Shihui, a network dealer, said: "the risk of online shopping is even smaller because cash flow and capital chain will be very normal.

The initial online store investment can also be controlled. Online stores can also test the market capacity with a small batch of product tests.

However, the cost of real shops is one-time, and labor and rent are hard to recover.

2, two of the day: cut profits and reduce intermediate links.

1) Mei Yijia is determined to abandon all intermediate links.

As a network businessman, Huang Chongjian is, of course, an intermediary between producers and consumers. But the mission of his middleman is to "discard all the intermediate links" (strictly speaking, to discard all redundant intermediate links). The evolution of this class is moving towards the direction of integration of production and consumption.

In the process of evolution, producers and consumers, rather than the matchmakers between them, will be the main beneficiaries.

This is the difference between the Internet business as an independent class and farmers (landlords) and workers (capitalists).

The interests of this stratum are based on the direct production and consumption.

This is not only Huang Chongjian's personal life orientation, but also represents the life orientation of the network business class.

Since the industrial revolution in Britain, human beings have not had such an independent class for a long time.

Now, when mankind moves forward from the industrial society to the threshold of the information society, the new social stratum arises at the historic moment.

This class has different interests structure from the same class. They act as agents but have no agent's own special interests. Their interests are to eliminate the interests of both ends of the client.

2) reducing paction costs in intermediate links and cutting profits are two sides of one thing.

Profiteering as an intermediate interest is incompatible with the interests of Internet traders.

Manman's business model is characterized by "resolutely eliminating the costs of all kinds of circulation."

Manman's specific way is to accumulate a large number of retail customers on Taobao, acquire a large number of entity merchants in Alibaba, make a direction for Manman company by retail customers, sell business by Manman company by entity merchants, create a new realm that traditional clothing sales can not reach by creating a new pattern of mutual benefit and complementarity between wholesale and retail.

3) where do Internet businesses work?

If we say that workers and capitalists are mainly factories, their main stage is the network.

Comparing these two stages, we can see a distinct difference.

The stage of the last era is uneven, and the stage of the next era is flat.

The uneven stage is called the bureaucracy or the Pyramid structure; the flat stage is called a flat structure.

The difference between classes is very different from the stage.

After they reached a certain level, they had stage consciousness.

The stage in the eyes of Internet merchants, "it is creating a new market". It is neither a market nor an enterprise, but a kind of organization structure and third kinds of organizations between the flat market and the stratified enterprise.

Such an organization, which is neither a market nor an enterprise, can be called a network (or platform), or more specifically, a network business ecosystem.

Network operators work in the "unit" of the network business ecosystem.

Unlike the enterprise, it has no doors and no walls, but unlike the market, it has a structure (such as the separation of platforms and value-added services).

This unit has the advantages of saving paction costs and flatting the market.

Online merchants are growing on such a stage.

After the two stages of farmland and factory, mankind has created third stages.

4) the characteristics of the network business stage

First of all, this stage has the characteristics of flattening the market.

It is precisely because the stage of Internet commerce is flat like that of the market, and when the world becomes flat, once it is combined with globalization, it will create more advantages than ordinary enterprises.

Since 2000, Alibaba has made rapid growth in leveraging its websites such as Alibaba. In just a few years, it has increased from 120 million to more than 200000000, and the factory has completed two expansion.

Chen Gang, manager of Jester's sales department, was deeply impressed by this. He said, "if you don't use Alibaba and other websites, there are many opportunities that Jester can't catch."

For example, Madagascar, Sultan, Yemen and other countries, I have never heard of them before, and now they have run several times because of their business relationship.

Sometimes it's amazing to have to sigh the power of the web. "

It turned out that the characteristics of the network business stage were that the original hierarchical enterprises could be operated in a non hierarchical market.

Therefore, as soon as we catch up with the world leveling off, we immediately get the competitive advantage of layered enterprises.

Secondly, this stage also has the functional characteristics of saving paction costs.

On the other hand, the network business stage has opposite characteristics. It can manage the non layered market as a layered enterprise.

Therefore, the competitive advantage of non stratified market is obtained.

The general disadvantage of the market is that the paction cost is too high, which leads to the appearance of the enterprise.

But can human beings solve the problem that enterprises are good at solving (reducing paction costs) instead of adopting the form of enterprises?

3, three of the day: differentiation, branding, personalization.

After reducing intermediate links and cutting huge profits, what do Internet traders rely on? This is not a worry for Internet operators. Apart from reducing the cost by compressing channels, network operators have their own way of increasing value.

This is differentiation, branding and customization.

The concept of profiteering is specific. Not high prices must be huge profits, but rather high prices of homogenization.

Nor is it necessary to reduce profits by reducing prices.

Price war applies only to homogeneous products.

If the price is high and reasonable, specifically, the difference is higher, the brand is higher and the customization is higher.

When creating high added value, Internet dealers can compete by raising prices and striking profits by raising prices, in essence, they are opposed to homogenization through differentiation.

The difference is that homogenization treats a person as a group of people, and consumers have no choice; differentiation takes a person as a person and gives consumers the right to choose.

This is the fundamental pformation of the way of development in the sense of "people-oriented". It is a fundamental change in the way of development from the old business civilization to the new business civilization.

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1) differentiation brings high value.

Yuan Xiangzhong's sales profit is getting thinner and thinner, and the business of electrical appliances is gradually going downhill.

Yuan Xiangzhong has learned from the bitter experience and is keeping pace with the times and starting to switch to the clothing market.

Why do you choose clothing e-commerce? He thinks: clothing renewal is fast. A mature old customer can bring you steady and enduring source of income. The price of clothing is closely related to the customer's purchase intention. Because of the different materials and crafts, the same style can have different prices and lower comparability. Clothing is fast moving consumer goods, and has strong sustainability, and doing well can create its own brand.

2) brand is the classic antidote for homogenization.

The essence of branding is to use the same value and sell different exchange values.

Wu Lijun has a special awareness of the characteristics of e-commerce buyers to achieve differentiation.

Wu Lijun believes that buyers are novelty, and this kind of impulse is relatively more. Therefore, according to the crowd of Taobao, we need to constantly customize the development of new products to manufacturers, such as black roses, scrapers and so on, all of which are new products designed for Taobao customers.

Wu Lijun said: "China has 5000 years of tea culture, but there is not a world famous brand of tea. When exported abroad, it is named after Tieguanyin, Biluochun and other tea types, rather than a certain brand, which is a sad thing.

"Now, his team has successfully made the brand direct export by using e-commerce, becoming the first tea manufacturer in China to directly use its own brand to package large-scale export, and the export unit price is the highest in Hunan tea industry.

3) personalization and innovation.

"Sheng Shi steward" is a selling agency. They create the "one to one fast service system" in the intermediary industry, which enables Sheng Shi steward to provide customers with all kinds of market demand services in the field of real estate consumption and circulation, and provide customized personalized services for customers.

From the behavior of Internet traders, we can clarify a misunderstanding about new business civilization.

In theory, paction costs account for 50% of GDP in a country.

Electronic commerce, by combating profiteering, is, of course, saving paction costs.

But this first does not mean destroying the business of a businessman. Second does not mean that the 50% paction costs disappear in the face of heavy profits.

The fact is that the original 50% of the paction cost in GDP and the businessmen who live for this purpose will find new life from the pformation. They will turn from the homogenization of profiteering to the differential high added value. 50% or 50%, but the nature has changed from the low level welfare of homogenization to the high level welfare of differentiation.

The emergence of the Internet business class, on the one hand, destroy the huge profits, but only make the homogenized things cheaper. On the other hand, by differentially, the other way to improve the consumers is the diversification of choices, that is, to get closer to their real needs.

People and authenticity, sharing and Humanity:

Responsibility driven game rules

Internet business depends not only on the time, the place, but also on the people and the company.

People are built on the rules of responsibility based game.

From the rules of the game, we should have institutionalized real and honest, institutionalized sharing and openness, institutionalized humanity and responsibilities.

Internet merchants come from all corners of the country to come together for a common purpose. This is the only way to serve the new productive forces.

The practice of Internet merchants has made great achievements in the mechanism design for the new business civilization and made the world more responsible.

1, authenticity: the new rules of business that businesses are not concerned about.

Gilmore and pun II, author of mass customization and experience economy, recently published a real economy.

They believe that the future economy is a real economy.

In the absence of authenticity, the economy of a network dealer is a real economy.

1) the real version of the real economy.

Sheng Shi steward about 70% of the customers from the network, they found that professional portal real estate website information authenticity is lacking, the performance of information itself is incomplete, not timely, inaccurate, brokers in the network marketing process deliberately release false news to deceive customers.

Sheng Shi steward decided to build the company's own integrity website, and formulated and implemented a detailed action plan: first, the company put forward the assessment requirements for real information.

The company asks the broker to carefully verify every customer's information, conduct on-site investigation, photograph and write the introduction of each housing source; ask the broker to maintain real-time communication with customers, understand the dynamics, and ensure that the inside has detailed information; secondly, the company has invested heavily in building the company's ERP system, realizing the internal information exchange network, and ensuring the smooth exchange of information.

The old commercial civilization institutionalized real estate producing unreality.

The reason for the untruth is not the businessman's private morality, but the institutional information asymmetry.

As long as there is information asymmetry, there must be false information and deception to the trustor.

A major change in the rules of commercial games is the emergence of real property in institutional property.

The real concept of Internet business is not rooted in private morality but rooted in the nature of new business civilization.

The existence of Internet traders can not guarantee that there will be no fake goods, but it can guarantee that fake goods are not accepted by formal rules or hidden rules.

The most important mechanism is to form a reciprocal responsibility mechanism.

It makes information pparent as a principle, information opaque as an exception, making information symmetry the principle, and information asymmetry as an exception.

This is just the opposite of old business civilization.

2) honesty is a kind of equivalence.

Truth is not just a technical fact.

Its interpersonal relationship means honesty.

Old business civilization also stresses honesty, but as long as there is separation between the principal and the agent, the absolute authenticity of interpersonal relationship can not be guaranteed.

Wall Street brokers do not trust integrity because the system creates sufficient conditions for alienation of agents.

For a network trader, the foundation of honesty is the return of the agent to the client. That is, everything stands on the client's position to think and handle matters.

2, sharing is the soul of openness.

1) share the gift economy.

It is not accidental that Facebook fires are based on the gift economy.

Facebook has been misunderstood as a social networking mode, but actually it is a social networking mode. Social networking means sharing.

The original intention of Facebook is to imitate primitive people's sharing of gifts and share everything shared by friends.

Internet merchants have formed an unwritten rule that good things are shared among friends.

Speaking of sharing information with friends and complementing resources, Yan Chang, an online businessman, gave an example: Lin Zhu, a familiar acquaintance with forums and blogs, had brought him practical orders.

During a chat, he accidentally learned that Lin Chu's latest batch of electrical shell plastic parts had higher requirements for raw materials, and high-grade modified plastics just happened to be his business strength.

Lin Zhu introduced Yan Changqu to his colleagues in the purchasing department at that time. After communication, Yan Changqu found that the UV resistant PC/ABS alloy material needed for the plastic parts of the electrical enclosure is one of the superior materials he runs.

Shortly after several kilograms of samples were purchased, the other party quickly returned to Yan Changqu and ordered 5 tons.

After this, he began to believe the phrase, "online trade, creating miracles."

Trust is social network. Social networking is sharing in trust.

2) sharing and forming the opening of property rights.

Sharing is the core of the new business civilization mechanism.

Sharing forms the opening of property rights and forms a new foundation for business cooperation.

The entire network business ecosystem itself is a system that shares business resources openly.

It is contrary to the principle of capital specificity.

Knowledge sharing is an important form of sharing property rights among network operators.

The experience exchange and mutual learning of network operators are becoming a systematic and meaningful behavior under the new commercial civilization.

After work, Zhu Zhiqin acted as a lecturer at Taobao University and actively shared his experience with the seller.

She also used her own development experience to exchange and interact with business friends through blogs and micro-blog, so as to solve problems for business friends.

She also served as director of the planning department of Yiwu business alliance, and often organized the online and offline activities of the trade union.

The busy work and external sharing activities made Zhu Zhiqin and Wu Qingwei very busy. They often went to bed at 2 o'clock every morning and got up at seven in the morning.

"Putting all the people in it" is the open mind of the Internet business class as a capital holder. This mentality is completely different from the mentality of industrial capitalists.

3, responsibility is based on people.

Those who are particularly conscious of the net are obviously different from the responsibility relationship between people, business, society and nature.

1) the civil society responsibility of network operators.

Yuan Xiangzhong never forgot to help others after he became rich.

He invited 4 customer service, three of whom were disabled. When Yuan Xiangzhong was developing his own online store, he was willing to provide jobs for other disabled people. He also carefully taught them how to open online stores, because Yuan Xiangzhong knew well that giving fish is better than giving fish.

He is trying his best to fulfill his social responsibilities and help the former social vulnerable groups like him.

2) integration of business and social responsibility

The prominent feature of the responsibility concept of old commercial civilization lies in the separation of business and society, the relationship between business and nature.

For example, my company staff jumped the floor, it must not be my responsibility, not the matter of the company, but the matter of the society.

If the society wants to interfere with me, I will take the lead and shift the factory to a place where I do not require social responsibility.

Mature Internet operators will combine business operation with social responsibility.

3) human interest is the root of the success of Internet business.

Internet dealers are likely to become the most humane class in all walks of life.

People familiar with Balzac's "comedy of the world" can not imagine that the process of the production of old commercial civilization is not the process of losing the favor of the representative class as a whole. Is it not the process of human alienation?

If more and more people become the process of becoming a network operator and become a real person, the new business civilization will eventually become the fruit.

We were fortunate enough to witness the birth of a class, like the rising of the sun, without a sound, but unstoppable and beginning to brighten.