Internet Queen of old, her report but also how people live? -Internet Queen, Mary Mick-IT information
The author Lu hao, first from the three public interest (ID:san_3qur)
There is a great woman, has 21 consecutive year Internet trends report published each year in a row. She is Mary Meeker of Morgan Stanley, was often known as the Queen of the Internet.
This is not unworthy of the name. During the dotcom boom, she almost dominate the issuance and stock prices of technology stocks were mixed.
On June 2, 2016 report, was in an uproar.
Look back at 2012-2015, a total of 5 the Internet trends report is published, 5 reports to common theme "Re-Imaging (rethink)" through "rethink" the main line. Author mentioned every year (and every year gives new) way of life, education, health care, financial services in four main areas. Each report, the author makes some mention of dozens of companies. They connect all your life. Including Facebook, Twitter, Google, Apple, Amazon and other established companies, of course, is Instagram, Airbnb, Uber and other emerging companies.
But today, as my friend says:
"Like before biting the pen, take this, and found nothing to record. ”
Micro letter brushed the screen, but on closer examination, except for journalists to do some outside support and endorsement of data seems to be talking about, not even worth for detail collection. Reminds you of a song when you're older: how many loved your young singing time, and loved your beauty, false and true.
This feeling, and now some inseparable:
Compared to "explore", young people don't like to talk about trends.
China began as an Internet centre, with China as the hub world.
Authority collapsed, fame has not been respected. If you report and predicted that has nothing to do with my life, I have no sense.
2016 but there are several key points mentioned in the report, but did say, it may be so bold to point out:
1, people will abandon the app do?
Queen of Internet 2016 report shows that 31% of micro-credit through micro-shopping, and 2015 this figure is 15%. It also put forward the "micro-payments will increase business loyalty and customer relationship management." In addition, the report also proposed that Asian message application-led platforms in the social message, extension service.
Such as letters.
But the app is not already "couldn't", what to do?
What does she want to show? Yes, she wanted to show: millions of business accounts to facilitate customer service and business. Micro letter will fire, but it is no longer just for social and health. But expansion of functions and services, or even entrance and platform.
Micro-content of those stereotypes to the letter, or lied or exaggerated its negative message began to spread. However, the brand can interact with users to listen, they will become your brand customers. If they think you're attractive enough, will also help you to achieve viral marketing.
2, where the potential of the Internet in China?
Reports also mentioned China's Internet: China has become a market leader in Internet, the number of Internet users in China reached 668 million. And the development trend of China's Internet is often better than the United States. China's adhesion to the Internet primarily from advertising, Commerce, tourism and financial services.
Reports can continue to subdivide, and most potential market in the Chinese countryside and the millennial generation.
The so-called millennial generation refers to people born between 1980-2000. Born and computers at the same time, growing up with the Internet, they gradually stepped into "peak consumption." Millennials want to interact and consciousness of social media brand. If you can share the Millennials really care about good content, attracting their attention, you establish contact with them has increased the possibility of 10%.
Millennial thinking? They want to know you, as a public organization's profile and track record. Include: your attitude toward employees, your environmental attitudes, the executives of the social and political views and attitudes. Of course, brands should consider whether it should be for a specific group, not this generation as a whole.
As regards the rural market, Xiao Mi Leijun said, Internet is a huge Typhoon in the countryside, China golden opportunities for the next decade. "The countryside will be the Internet's ' fertile soil ', rather than lost in the information age, ' island '.
Well, as a former technology reporter, never thought Lei is a hardware entrepreneur, more of an investor.
3, live on the air
Now live on the air, 2016 said in its report video watch the evolution of the past century is "live-on-demand-semi live-real time live." Reports also say such nonsense like "the use of video, correlation between maturity and continue to improve. ”
Outlet complex air outlet vent how much?
Live two months ago when the wind is not so strong, as I have said: moving live, face value and professional but not overnight. This is the threshold, threshold is a barrier, and life.
As the report cited by vertical fields such as sports.
4, China's share is?
On the sharing economy, report says "private car service to become the mainstream of urban consumers. 20% uber users around the world over the past two years using car sharing services. "The report also analyses why since 2009 millions of consumers received this service? And an order backlog of more than 1 billion. One of the main reasons for include 93% think, can quickly reach the destination of use uber service.
But the sharing economy continues to fire, but China is still needed improvement.
Uber small domestic users. As far back as two years ago, when I interviewed share economic and Uber, ggv capital managing partner Tong Shihao to my analysis in the United States for several reasons: "first of all, United States price of taxis and black cars differ, so black's service is better than a taxi, is more popular. Secondly, the United States has a lot of first-generation immigrants, jobs scarce, so many people are willing to do the job. I'm UBER every day in San Francisco, found that many of them are first-generation immigrants. Even if it does not know the way, see a map, many of them become UBER drivers. While in China, I feel able to pay for the Uber remains relatively small crowds. So at home will need to be changed. Fast and drops of the day's trading volume is at least 2 million or 3 million, but UBER but also hundreds of thousands of transactions in the global. So much less volume. "(The above content published in the journal of the southern metropolis of August 2014 to create wealth)
Analysis on way home network CEO Luo Jun once told me: "similar to the industrial revolution, is an industrial model is an economic model. Second, grounded in China. Share share do not float in the sky, the reason is simple, because integrity issues, processes and control issues. ”
All business models require a localization process, just like KFC also need rice, soya-bean milk fritters to cater to Chinese consumers. A deconstruction of the process of standardization and normalization process.
5, how to vote? How to do?
Advertising, the report says, benefited from the rapid growth of mobile advertising (66%), 2015 United States online advertising growth rate reached 20% last year 16% in 2015, rising 5% desktop advertising.
This data than Business.com marketing expert Julie Ellis research survey data, teach you how to:
When you purchased an interest in millennial generation, compared to previous generations, and they do a lot of research. They will seek feedback from friends and family, they also view comments online. In fact, they believe users original content compared to enterprise publishing product and service information is more reliable. Is in need of attention, which is mostly done via mobile phone.
Members of the millennial generation, very diversified, from adolescents to college students to have married young couples have a House and a car, and theory. Is important to keep in mind, when you're in the millennial generation, writing content, you have to know who they are. More accurate to say, you should consider whether it should be for a specific group, not this generation as a whole.
Millennials spend less time on Facebook, and have spent more time on Tumblr and Instagram, domestic users are mainly in the circle of friends and SINA weibo. They use applications such as SnapChat with friends, family, or even star communications.
Same QQ in China but also the millennial generation is the most active place. For Millennials brush where presence is the first step in getting their attention.
Other parts of the report, I think 1:30 should also not be associated with your life.
At all events
This tribute to Mary Meeker
互联网女皇老了，她的报告还能如何预测国人生活？ - 互联网女皇,玛丽米克 - IT资讯
文章作者鲁浩，首发于公众号叁趣（ID：san_3qur）
有这样一位伟大的女人，已连续21个年头连续每年发布互联网趋势报告。她就是摩根斯坦利的玛丽·米克，常常被尊称为互联网女皇。
这个名称并非浪得虚名。在互联网泡沫的繁荣时期，她几乎主宰科技股的发行和股价的涨跌。
6月2日，2016的报告出炉，却一片哗然。
回头看2012-2015年，一共有5份《互联网趋势报告》发表，5份报告以共同的主题“Re-Imaging (重新构想)”贯穿“重新构想”这一主线。作者每年都会提到（并逐年赋予新意）的生活方式、教育、医疗、金融服务四大领域。每份报告，作者都会提到数十家公司。这些公司串联起了你的全部生活。包括Facebook、Twitter、Google、Apple、Amazon等老牌公司，当然也会有Instagram、Airbnb、Uber等新兴公司。
但今天，正如我的朋友所说：
“像以前一样咬着笔，拿着本，最后发现没什么可记录的。”
微信刷屏，但仔细看来，除了为媒体记者做一些数据佐证和背书外，似乎不知所云，甚至不值得点入微信的收藏。想起一首歌词《当你老了》：多少人曾爱你青春欢唱的时辰，爱慕你的美丽，假意和真心。
这种感觉，与当下几点分不开：
比起“探索”，年轻人越来越不爱谈趋势。
中国渐渐有了成为互联网中心的可能，以中国为中心辐射全球。
权威在瓦解，名气已不被尊重。如果你的报告和预言与我的生活无关，我便无感。
不过有这样几个关键点2016年的报告提到，但是却欲言又止，不妨大胆点破它：
1、人们会抛弃微信吗？
互联网女皇的2016年报告显示，有31%的微信用户通过微信购物，而2015年这一数字为15%。同时报告还提出“微信支付可提升商家忠诚度和客户关系管理”。另外，报告还提出：亚洲消息应用领导平台在社交消息外，持续扩展功能盒服务。
比如微信。
可是微信不是已经“重到不能再重”了，该怎么做？
她想说明什么？没错，她想说明：数百万的企业账号为客户服务和商业提供便利。微信还会火，但它不再仅仅为社交而生。而是扩充功能和服务，甚至成为入口和平台。
微信上那些刻板的内容，或者造假或者夸大其词，其负面消息会急速扩散。然而，品牌可以与用户互动交流倾听，他们将成为你的品牌客户群体。如果他们认为你的内容足够吸引，也将帮助你实现病毒营销。
2、中国互联网潜力在哪？
报告还提到了中国互联网：中国已成为互联网市场的领导者，中国互联网用户数达到6.68亿。且中国互联网的发展趋势经常好于美国。中国互联网的附着力主要来自广告、商务、旅游和金融服务。
报告完全可以继续细分来说，中国的这些人中最具潜力的市场在农村和千禧一代。
所谓千禧一代是指生在1980至2000年之间的人。和电脑同时出生，伴随着互联网一起长大的他们逐渐步入“消费高峰”。千禧一代希望与拥有社交媒体意识的品牌互动。如果你能分享千禧一代真正关心的好的内容，吸引他们的关注，你与他们建立联系的可能性便又增加了一成。
千禧一代在想什么？他们希望知道你作为一个公众组织的形象和过往记录。包括：你对待员工的态度、你对待环境的态度、公司高管的社会和政治观点和态度。当然，品牌商应该考虑是否应该针对特定的类群，而非这代人的整体。
至于农村市场，小米雷军早就说过，农村互联网正在形成巨大的台风口，是中国未来十年的黄金创业机会。“农村将成为互联网领域的’沃土’，而非信息时代失联的‘孤岛’。
嗯，作为一名前科技记者，从来不觉得雷军是一个硬件创业者，更像一名投资者。
3、关于直播这个风口
关于当下风口上的直播，2016的报告中说过去一个世纪视频观看的演变是“直播-点播-半直播-实时直播”。报告也像说出了这样的废话“视频的使用、成熟度和相关性继续快速提升。”
风口复风口，风口何其多？
两个月前直播风还未这么强劲时，我曾说过：移动直播，颜值和专业却难一蹴而就。这就是门槛，门槛就是壁垒和生命。
正如报告所列举的体育等垂直领域。
4、中国的分享经济怎么走？
关于分享经济，报告中说“私家车拼车服务成为了城市消费者的主流。全球20%的uber用户在过去两年内使用过拼车服务。”报告还分析，为什么自从2009年以来有数百万消费者接受了这项服务？且订单总量超过10亿。其中主要原因包括93%的认为，使用uber服务可以迅速抵达目的地。
但着分享经济继续火热，但仍需要中国式的改良。
Uber国内用户偏小众。早在两年前，我采访分享经济和Uber的时候，纪源资本管理合伙人童士豪曾向我分析，在美国兴起有几个原因：“首先，美国的出租车和黑车价格相差不大，所以坐黑车的服务比出租车还要好，更受欢迎。其次，美国有很多的第一代移民，找工作难，所以很多人都愿意去做这个工作。我在旧金山每天用UBER，发现很多都是第一代移民。即便不懂路，看地图就可以了，他们很多成为了UBER的司机。而在中国，我觉得能够为Uber付费的仍然是比较小众的人群。所以在国内一定需要进行改动。快的和滴滴一天的交易量至少都是两三百万，但是UBER全球的交易量不过也是几十万。所以交易量少得多。”（以上内容发表在2014年8月的南方都市报创富志版）
正如途家网CEO罗军曾跟我分析：“类似于工业革命，是一种工业模式，是一种经济模型。第二，在中国要接地气。分享不要飘在天空上分享，理由很简单，因为诚信度问题，因为流程和管控问题。”
所有商业模式都需要一个本土化过程，就好像肯德基也需要出米饭、豆浆油条来迎合中国消费者。标准化和规范化的过程一个解构过程。
5、广告如何投？如何做？
广告方面，报告指出，受益于移动广告的迅猛增长（66%），2015年美国网络广告增长率达到20%，上一年为16%，2015年桌面广告仅增长5%。
其实这个数据倒不如之前Business.com营销专家Julie Ellis研究调查的一份数据更实在，教你如何做：
当千禧一代产生购买兴趣时，相比前几代人而言，他们会做大量调查研究。他们会从朋友和家人处寻求反馈，他们也会查看网上评论。事实上，他们认为用户原生内容相比企业发布的产品和服务信息更为可靠。需要注意的是，这种调查大部分都是通过手机端完成。
千禧一代的成员极具多元化，从青少年到大学生再到已经结婚生子有房有车的年轻夫妇，不一而论。重要的是一定要记住，当你在针对千禧一代撰写内容时，你要知道他们是谁。更确切的说，你应该考虑是否应该针对特定的类群，而非这代人的整体。
千禧一代在Facebook上花费的时间少了，而在Instagram和Tumblr上花费的时间更多了，国内的用户主要在微信朋友圈和新浪微博。他们也会通过如SnapChat这样的应用软件与朋友、家人，甚至是明星沟通。
同样国内的QQ空间也是国内千禧一代最为活跃的地方。为千禧一代所在的地方刷存在感是获得他们关注的第一步。
报告的其他部分，我想，一时半会应该还不会跟你的生活相关。
无论如何
此文向Mary Meeker致敬