Internet companies accelerate migration to mobile Recently, the Internet giant set off a wave of strategic adjustments such as downsizing, spin-off business, and division into multiple business groups. According to industry insiders, the rapid change in the Internet industry has surpassed many people's imaginations. How Internet companies can stand in the forefront and only keep pace with the times and change.

New Year's weather. Recently, Internet companies have begun to adjust their business structure and upgrade their strategies. They hope to establish a new image in the new year and adapt to the laws of Internet development, which will radiate new vitality.

The first adjustment is Sina. On December 28th, 2012, Sina CEO Chao Guowei announced in his internal e-mail that in 2013 Sina’s business was divided into two major sections: the portal and Weibo. The portal’s chief operating officer, Du Hong, was responsible for the entire portal. Bo is directly responsible for the Bo plate. Sina’s adjustment has determined the core strategy of “mobile first” in 2013, tilting more resources to Weibo and the mobile internet.

On January 6, 2013, Alibaba Group announced that its Alibaba Cloud and China Wanwang merged into the new Alibaba Cloud Company. After the merger, the “Wanwang” brand will remain as a domain name service brand under Alibaba Cloud, and it will make every effort to cloud computing.

On January 7, 2013, the internal mail of Yang Yuanqing, the "Family" of Lenovo Group, was circulating. The main content is to announce the reorganization of Lenovo Group's business and establish two business groups: Lenovo Business Group and Think Business Group, hoping to form a "specialized attack in the medical industry, break through each, and win victory".

Jingdong Mall also released important strategic adjustments in the form of an internal announcement on the same day. Its group purchase business emerged from the POP open platform as a first-level organization of the marketing system, and fully exerted a mobile-based group purchasing business.

Regardless of whether it is split or merged, the intensive adjustment of Internet companies is to comply with the laws of the Internet. Liu Xingliang, a well-known Internet commentator, said that this adjustment shows that Internet companies have collectively migrated to the mobile Internet in order to comply with the Internet's characteristics of being faster and more specialized.

After splitting, we pay more attention to core business

“Industry specializes in professionalism because it is convincing”, which is the key to many small and medium enterprises. But for giants, how to maintain more professional characteristics after being big is their collective problem. The thinning, spin-off business, and division into multiple business groups are the new strategies recently launched by these giants.

Lenovo's spin-off is to focus more on the high-end market in order to increase brand awareness and fight against the more powerful Apple. Yang Yuanqing said: "In the high-end product market, Think is our best brand equity, and is the only brand that can compete with Apple in the high-end market. Lenovo only has significant results in the mainstream and low-end areas, so it must be split. The first task of the spin-off is to also think of Think's high-end 'descent'."

In recent years, Sina Weibo has been invincible, and its influence has been unparalleled. However, its profit model has not been clear, which makes Sina’s senior officials very dissatisfied. At the same time, Sina seems to be somewhat wrong in embracing mobile Internet. According to Cao Guowei, Sina's original business structure extending from PC to mobile and organizational structure based on functional lines have been difficult to adapt to the market competition in the mobile era in terms of strategic layout and implementation efficiency. "For this, we need to have a strong sense of crisis and make changes quickly."

For this reason, in 2013, Sina identified “mobile as the first” as the core strategy, and at the same time focused more on portals and Weibo as the core business, especially the Weibo business. Through this adjustment, the positioning and structure of Sina’s core business are more clear, and there is a stronger synergy between the two business segments. This is the essence of Sina's spin-off of the two major businesses.

Jingdong Mall separates the group purchase business from the POP open platform as a first-level organization of the marketing system, so that the group purchase business can also become the core business of Jingdong Mall. According to relevant sources of Jingdong Mall, after the group purchase business of Jingdong Mall was split, it will be operated in a new independent platform in the future.

The highlight of strategic enhancement

In 2012, Lenovo became the first company in the PC market share. However, with the rapid development of the mobile Internet, the global PC industry has entered the post-PC era. Mobile terminals based on tablet PCs and smart phones have largely replaced traditional PCs. Potential, let Lenovo's king status in the PC era is at stake. Although Lenovo also introduced similar tablet computers, it has been difficult to fight against Apple without the follow-up strategy of high-end brands. This time betting on Think Business is Lenovo’s main weapon against Apple.

Liu Xingliang said that the split of Lenovo and Think's two major businesses is to enhance Think's brand awareness, accelerate Lenovo's strategy in high-end brands, and form a new attitude against Apple.

The increase in the proportion of group purchase business from Jingdong Mall can also be seen that in 2013 Jingdong Mall will fully exert its power in the group purchase business. Although many of the group buying websites “had fallen down” in 2012, the news of the success of profit-sharing, such as Full Block, Wowo Group, and US Mission Network, continued to inspire the market. Alipay company stakeholders said that in 2012, the overall transaction in the group buying market was 80% higher than in 2011, indicating that the consumer demand in the group buying market is still very strong. The strategic upgrade of Jingdong Mall also shows its confidence in the group buying market.

Chen Jinpei, general manager of Alibaba Cloud Computing, previously stated that not only does Alibaba Group itself need cloud computing, the entire society needs cloud computing, and cloud computing will become the infrastructure of the next generation Internet economy. “The goal of Alibaba Cloud is to build the first platform for Internet data sharing and become a cloud-based cloud computing service company. The merger with Wanwang is in line with Alibaba Cloud’s goal of developing cloud computing and shows Alibaba Group’s confidence in cloud computing.” .

Alibaba Group also stated that Alibaba Cloud's merger with Wanwang.com is based on the consideration of the consistency of business, products, and user groups. Through the integration, the reasonable utilization and distribution of each other's resources will be maximized to maximize the industry's advantages and value.

Internet commentator Hong Bo believes that Alibaba Cloud and Wanwang should be merged long ago. On the one hand, more and more hosts are adopting cloud computing technologies, but Wanwang has not been able to win products in the market; on the other hand, Alibaba Cloud, as an important fostering business under Alibaba Group, lacks a sufficient application environment. Product development, the combined product can be immediately used by the user.

Accelerate migration to mobile

The rapid transformation of the Internet industry has exceeded the imagination of many people. How to stand for the forefront and only keep pace with the times and change constantly.

In the past few years, although the industry is alleging that the mobile Internet will be a big market, it is unclear whether the market really exists or not. From the exploration of recent years, Internet companies have personally felt the huge market of mobile Internet.

In the smart terminal market, Apple, Samsung, and others have already made the mobile terminal market large enough and have taken a lot of money. Naturally, Lenovo cannot satisfy its interests in the PC market. Transferring to smart terminals will be the next goal of Lenovo. In fact, Yang Yuanqing had already proposed that "Let Lenovo's smart phones hit China first in 2013." Shows the ambition of Lenovo on the mobile side.

Yang Yuanqing's confidence is not without reason. In the area of ​​smart phones, Lenovo spent only two years, and its market share in China has grown from 1% to the current level of about 15%. At present, Lenovo's sales in the Chinese market have surpassed Apple, becoming the second largest manufacturer of smart phones after Samsung.

Ding Dao Shi, an internet celebrity, said: “Although the split between Lenovo and Think was directly related to the PC business, Lenovo’s response was to Lenovo’s momentum in the PC market and the rapid reaction in the mobile terminal market. The segmented layout of the mobile terminal market is certainly at hand."

For Jingdong Mall, the launch of group buying, especially mobile group buying, also shows that the company will migrate to the mobile terminal. In fact, with the popularity of mobile Internet and smart terminals, more and more users are more inclined to purchase nearby living services anytime, anywhere, which brings new opportunities for mobile group purchase.

Alipay data shows that in the second half of 2012, the use of mobile devices to purchase services for life services entered the outbreak period, and the growth rate was 4 times that of the first half of the year. The transaction accounted for 80% of the entire year.

The outbreak of mobile group purchase mainly benefited from the application of LBS technology and the improvement of wireless payment experience. On the one hand, in the second half of 2012, the mobile clients of each group purchase website have successively implemented the LBS application of mobile group purchase, allowing users to obtain the surrounding group purchase service at any time, which greatly stimulated the rapid development of mobile group purchase; on the other hand, Alipay It also further optimized the wireless payment process.

Liu Xingliang said that the current major group purchase giants have shifted their strategic focus to the mobile group buying market, and with the further maturation of mobile technology applications such as QR codes and online-to-offline (O2O) technologies, the domestic mobile group buying market still has a large development in the future. potential.

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