When the Internet TO B began to “lay flat”

Lie down flat, lift up.

When the Internet TO B began to "lay flat"

In addition to re-understanding the new background of the Internet, what we need to see is that after experiencing the baptism of the epidemic and the help of technology, now the industrial Internet has entered the “middle age”, with an open ecosystem (PaaS, SDK, etc.) as the branch. Yes, the digital model of the Internet society in which SaaS is a dot is taking shape.

Monopoly cases have surfaced, and the Internet is being re-examined.

In the past two decades, the Internet has brought about earth-shaking changes in social life. Every aspect of e-commerce, finance, and catering has been reshaped by the Internet. As a result, a number of enterprises with national attributes have emerged, such as Ali, Tencent , Huawei , Meituan, etc.

To this day, from the perspective of traffic, it seems that the Internet dividend has reached the end to some extent, and its superior positioning in the trend of the times is being reinterpreted.

Is this really the case? In other words, the home field of the Internet is only digital industrialization?

Not so. If the potential energy in the first half of the Internet is digitally transformed at the C-end, a number of Internet-based companies have been born, which use data as their original genes to transform the inherent social fundamentals; then the new potential of the Internet is now at the B-end, not here Its home field, but its value is being rediscovered and defined in this industrial torrent.

Today, this value is becoming more prominent.

Dingding is one of the companies that frequently broke the circle during the epidemic last year. In recent external voices, some subtle changes are being noticed. In a previous interview with Qin Shuo, the head of Dingding (the nickname, real name Ye Jun) once said that Dingding is “focusing on the PaaS layer”, and Dingding has communicated to the outside world a long time ago. There was a sign of opening.

In the TO B field, Ali changed its previous style, and on the industrial side, its figure is becoming softer.

Not only DingTalk, many core B-end products of the Internet, such as Tencent and Byte, are also revealing a new signal: polish PaaS, help SaaS, and open the ecosystem.

In addition to re-understanding the new background of the Internet, what we need to see is that after experiencing the baptism of the epidemic and the help of technology, now the industrial Internet has entered the “middle age”, with an open ecosystem (PaaS, SDK, etc.) as the branch. Yes, the digital model of the Internet society in which SaaS is a dot is taking shape.

1. When the Internet TO B began to “lay flat”

Internet TO B business seems to be pursuing a new keyword: lying flat.

Take Dingding as an example, this label is very obvious. Even more specifically, compared to the strategic focus of other businesses of Ali, Dingding, the outpost of Ali TO B, seems to have a different strategic route.

Taking the recent external voices as an example, DingTalk recently released a smart meeting room product, Rooms, to open DingTalk’s audio and video capabilities in PaaS mode. The specific plan is to provide hardware manufacturers with software-based audio and video solutions. In other words, DingTalk has opened up all Alibaba’s internal audio and video technologies, such as Alibaba Cloud , Dharma Academy , DingTalk, and other capabilities aggregated and reconstructed, and “get it on the table” is open to a group of video conferencing hardware players.

And if the timeline is moved forward, this kind of trace has long been manifested. Ali Yunfeng meeting this year, had nails based on the “cloud nail one” Introduces Low codes square nails take in should take based on the will should take, tritium cloud , Jane Road, clouds and other low-Code Ali and Development the ability to “twist” in together , the open source development capabilities to low outside the enterprise.

“Originally, we were sitting there, some of them were doing it by ourselves, and some were doing it ecologically, but now we simply lie down.” Buqiang once said. Corresponding to this sentence, DingTalk has opened up many product sections after the integration of DingTalk, including many core products such as organizational relations, IM, groups, workbenches, and approvals.

In other words, Dingding’s platform strategy has changed from “semi-open” to “integrated”. More independent developers, SaaS companies, and even software companies, such as Kingdee and UFIDA , can participate in DingTalk’s high-traffic infield.

Lying flat, a more precise definition is full openness. In the TO C chess game, the chess pieces need to make no compromises between horizontal and vertical attacks to ensure the formation of the business model of the enterprise. However, on the battlefield of TO B, this strategy is changing: seeking differences is not as good as contracting.

Dingding’s route choice is only a microcosm of the current Internet TO B business, but it is also the general trend. Perhaps it can be understood that, from “semi-open” to “integrated”, from attack to lying flat, the philosophy of Internet companies is undergoing subtle reversals with changes in the business environment.

If it is said that in the past few years, the TO B business center of the giants has grown savagely, then the open “laying flat” based on SDK, PaaS and other levels has now become the new TO B bible.

2. The native Internet is down and the industry is up

Why is there such a shift? In other words, why do companies such as Dingding choose to “lie flat”? In fact, with the acceleration of industrial digitization, more answers to this question have been transcribed on the answer sheet for Internet transformation.

An appropriate description of the current digital age is that today’s industrial Internet has formed a clear order of “Internet down, industry up”. When it comes to manufacturing, retail, government and other industries, those who understand the industry are the enterprises themselves or the vertical software vendors who have been immersed in the industry for many years. Internet companies are not good at them, but they are better at the ability of the underlying connection. The appearance of this new industrial order is precisely that Internet companies increasingly regard “opening” as one of the core strategies of TO B business, and what is reflected on the enterprise side is the PaaS platform or SDK interface extracted from the Internet, and enterprises can quickly Build digital applications.

According to the specific situation, there are two ways of landing in the industry. On the one hand, for professional SaaS companies, in the vertical track of a specific industry, companies only need to build a complete framework based on the PaaS base with the “40 points” combined with the industry. On the other hand, for some generalized For sector requirements, companies themselves can find corresponding API interfaces on platforms such as DingTalk, and can build them on their own.

For example, nowadays, the house of unexpectedly has connected 400+ business flows on Dingding through Dingding, fully opening up the financial, personnel and administrative systems.

Not only DingTalk, this attribute is also being infinitely magnified in corporate WeChat, etc. That is to say, for Internet giants entering TO B, this industry-based bottom construction is the best path to enter TO B, and it is also its advantage for a long time in the future.

Perhaps it is possible to summarize the industrial path of today’s Internet companies. On the one hand, they rely on their own native Internet genes to precipitate downwards, open the underlying technology based on PaaS, and on the other hand, use the technologies and other product functions they have accumulated over the past years to use APIs. The form is directly grafted to the enterprise. As mentioned above, the house of unexpectedly belongs to the second path.

If you move this point forward, it is not difficult to see that the initial choice of companies such as Dingding is SaaS, but now that it is open, the label of SaaS is further weakening, and PaaS and other forms based on the platform are produced. The opening up is becoming the core rhythm.

“China’s TO B needs a symbiosis and co-growth soil. Enterprises in the industry can’t do it, only Internet companies can do it.” A capitalist told an industrialist.

Lie down flat, lift up.

3. Digital “Equal Rights”

Among the “laying flat” and “lifting”, another question that must be answered is: Why do Internet companies have such a change? Why is this node now?

In fact, from a sociological point of view, this is an affirmative theory.

In 2013, Xiaomi turned out to be able to directly lower the price threshold of domestic smart phones by pushing low-cost phones, making it possible for everyone to own a smart phone. It is also based on this that the door to the tide of mobile Internet has been opened, and a series of digital applications such as taxi rides, group buying, and wine travel have swarmed.

Smart phones are the carrier of equal rights in the era of mobile Internet, namely hardware. In the second half of the current Internet, which is today’s industrial Internet, it is now at the right time, but compared to the carrier hardware in the first half, the equal rights carrier in the second half is software, or it can be said that it is a collection of technologies under the hardware.

This is the reason why Dingding said before “doing something above 60 points”.

That is to say, looking at the development of domestic digitalization, it is difficult to benchmark foreign “software defines everything”. The fundamental reason is that domestic companies do not have specific specifications and the customization model is heavier. This has led to the emergence of different SaaS players in different fields in the past few years, and even standardized SaaS in more fields have not yet appeared. Players. According to statistics, as of July 2021, the number of SaaS vendors on the market has reached 4,500.

These manufacturers correspond to the thriving corporate customers. The same report shows that in terms of the number of new SaaS users in 2020, a total of 180,000 SaaS users will be added in 2020, of which the number of new medium-sized enterprises is the largest, reaching 68,000; followed by large enterprises, reaching 61,000. .

In other words, more and more companies on different tracks are seeking professional digital services. The carrier of this service may be one of the 4500 companies mentioned above, or it may be a “small team” formed by one or two people. In the past year, a large number of industry veterans have come out of enterprises, combined with industry shortcomings to build digital applications, and provide in-depth services to one or two enterprises.

Obviously, in addition to ERP, CRM and other standard product digital options, this kind of point-based SaaS form is more important in the industry, that is, compared to cloud collaboration and underlying data processing, enterprise customers pay more attention to the SaaS solution for enterprise business. adaptation.

This situation has brought about the high degree of businessization of SaaS enterprises, that is, SaaS service providers need to put more energy on understanding the customer’s business to produce specific digital solutions.

In this case, the foundation of the bottom layer, that is, the construction of universal modules, needs a bearing soil to improve human efficiency. This is precisely the role played by DingTalk and other Internet companies today.

In other words, at a time when digitalization is getting deeper and more equalized, an open platform led by PaaS has become an inevitable role.

From another perspective, the principle of openness is also the most suitable angle for companies such as Dingding to enter TO B. It can not only use its own advantages to provide compatible technical support, but also avoid invalid competition and promote the development of the industry.

Fourth, look at the background of the Internet

There have been a lot of discussions about the Internet industry recently. A question worth rethinking is where is the true value of the Internet in the new era?

Another signal about openness is that companies are establishing new cooperation mechanisms, such as the recent move of Ali and Tencent to connect with each other, which is based on the inherent information of the mobile Internet.

Obviously, it can be seen that this kind of openness is gradually reflected on the industrial Internet side. If the final game of the first half of the Internet is information openness and interconnection, then the end of the first half is already becoming the starting point of the second half.

Look at Dingding again. In the past core businesses such as e-commerce, Ali has always maintained a highly focused model. This strategy has built Ali’s strong core competitiveness and is also the main background color of its national role in the past few years.

But now in DingTalk, and even on Alibaba Cloud, what the outside world feels is openness, and even active embrace. Which reveals is precisely the background color of this Internet. That is to say, in the second half of the wave , digital industrialization tends to be complete, and the Internet is more aware that its role is precisely the underlying infrastructure, rather than “going down to the field” to face the business directly. There are specializations in the surgical industry, and openness is the only option that can maximize its value.

Recently, Haibi Research Institute launched the “2021 China SaaS Market Research Report” through investigation and research on the SaaS market. The report pointed out that the current SaaS market is at the end of the growth period, that is, close to the mature period. Once the maturity period arrives, in the new digital landscape, Internet companies such as DingTalk are still indispensable and assume the role of hub and soil.

Zhang Jianfeng, President of Alibaba Cloud, once said that a plan that “Alibaba Cloud + DingTalk” will form in the future will be similar to Windows + Intel back then . There is a unified front entrance, an underlying operating system, and bilateral cloud collaboration.

In the next ten years, the role of the Internet will inevitably undergo fundamental changes. Its core mission is no longer the transformation of specific life scenarios, but the core technology to help sub-industries polish new production relationships, create new production scenarios, and even create new connections and service relationships. These will be frequently staged in countless scenarios in countless industries in the future.

For the current Internet, for the current TO B, for the current DingTalk and other companies, we must always refresh our perspective. The definition of Internet companies is to some extent mirroring the current China.

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/when-the-internet-to-b-began-to-lay-flat/
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