Shengjing Netcom Peng Zhiqiang: won Alibaba's 4.5 billion yuan financing, huitongda leads the new mode of "industrial router"

Peng Zhiqiang, co-founder and chairman of Shengjing wanglian group

On April 17, huitongda announced that it completed the 4.5 billion yuan financing invested by Alibaba group. As an investor earlier than Ali, pengzhiqiang, co founder and chairman of Shengjing Internet Alliance Group, believes that the "industrial router mode" of Huitong realized the sharing of stock flow through SaaS tools, products and communities, In the real sense, it has achieved the "empowerment" for 80000 small B (small merchants) in rural areas.

Shengjing network has become China's largest innovation and entrepreneurship service platform, and has grown into China's largest global parent fund. By the end of last year, the top 60 science and technology venture capital funds in China, the United States and Israel have invested more than 10billion yuan.

And this time Ali's investment in Huitong Da will explore new rural retail samples through cooperation.

In the retail market with more than 30trillion levels, with the National Rural Revitalization Strategy entering the golden period of development, the giants represented by Ali and JD have already entered the rural market, but there has been no breakthrough in the past few years.

Why does Ali make a huge investment in foreign exchange? What profound impact will the rural e-commerce ecological model constructed by remit have on the future industrial Internet?

On April 18, chuangbang exclusively interviewed pengzhiqiang, co founder and chairman of Shengjing Internet Alliance group. Some sharp points of view were excerpted as follows:

1. Why is it more and more difficult to be an e-commerce now? Because the flow is too expensive, the increment is basically gone. Why do bat go offline to buy? Because they have finished the online war, they will go to grab the traffic off the line. So from the stock flow age, the mode of the exchange access is of great significance - based on the offline and fragmented flow, the value reconstruction is realized.

2. There is a special core to do empowerment, it needs SaaS. Why do many of them do B to B trading platform, which is doing transactions, but the value of the company is not released? Because these platforms do not have a set of SaaS to serve and empower those small B.

3. SaaS is dead; Baas has come (business as a service)“ SaaS is the foundation of baas - if you don't have a SaaS, say you want to build an "industrial router", which is selling the concept.

The following is the dialogue:

On the mode of "industrial router"

Venture state: as an important investor, how do you think of the rural e-commerce ecological model constructed by huitongda?

Peng Zhiqiang: we have the direct investment (the first mock exam), and the parent fund has been voted through Huaxing Heshun. The main reason is that it is optimistic about its business mode. We call this mode "industrial router mode". In fact, Zeng Ming, chairman of Alibaba group academic committee and head of lakesian university education, once called this type s2b2c model, which he thought was a particularly important business model in the coming years. Our ideas have different points, but there are also new upgrades.

Industrial router is a new vertical platform, which has the characteristics of traditional platform mode, but in a broader sense, it is a new platform based on sharing economy.

The so-called sharing is that it is not the only one of its own, but fully mobilize the subjective initiative of stakeholders of all parties of the platform, even in a certain sense, make the other party earn more and the platform makes less. So "industrial router" is to maximize the efficiency of all parties with the best efficiency and the lowest cost model.

Specifically, huitongda has united 80000 rural "husband and wife stores" in the country, and then empowered them through tools, products, finance, communities and other ways to realize sharing. We think this is called "empowerment industry community", which is a new business logic. The first mock exam city is different from the urban electricity supplier. This mode has solved the demand of rural residents in the fast and good province when they consume, which is a business mode suitable for the characteristics of rural electric business.

Venture state: why does Ali choose to invest and exchange to reach?

Pengzhiqiang: the reason why Ali will invest in it is because in the field of "new countryside", huitongda is basically not lost with the giants like Ali and jd.

The "enabling industry community" formed by the formation of the original whether to B to B, SaaS or join, why are they actually very difficult? And remit, now is a profitable company, which is almost unimaginable in the traditional e-commerce field. For example, Jingdong, when Gmv (total transaction volume) exceeds 100 billion, it still loses a lot.

Why can the Huitong reach realize this business logic? Because it is shared traffic, that is, the traffic of 80000 "husband and wife stores" is already there. The traffic can be shared by the remit to enable it to be shared and then upgraded after it is empowered. Therefore, we think it represents a feature of the new business era - internet based on the storage flow.

Why is it more and more difficult to be an e-commerce now? The traffic is too expensive, and the increment is basically gone. Why do bat go offline to buy? Because they have finished the online war, they will go to grab the traffic off the line. Therefore, from the characteristics of the stock flow, the mode of the exchange is of great significance - based on the offline and fragmented flow, the value reconstruction is realized.

In fact, the offline, fragmented flow is underestimated - that is, the "ant male.". There is a big background of the times - in China, there may be tens of millions of "husband and wife stores" served by huitongda, which means that whoever can unite these stores can realize a huge business value.

In fact, many B to B trading platforms are doing the mode of connecting such small stores or traders, such as looking for steel net, which is aimed at large commodities; But Chinese merchants benefit people are aimed at small stores, but why do we prefer the business model of Huitong?

Now there are several ways to do B to B: one is self-management mode, I sell things myself, and this road will be more and more difficult; The other is to do matching. I don't do it myself. I do matching for many small shops and traders. But after the match, I find that I can't make money. People don't have to pay you because your added value is very low. Therefore, self-supporting has the self-supporting hardships, matching has the difficulty.

To do B to B transactions, it has always been said that these enterprises are developing slowly, and it seems that they don't know where the road is.

Venture state: Shengjing Online Association entered earlier than Ali, and made investment decisions soon?

Pengzhiqiang: Yes. We made this decision soon because there was another bigger judgment. I told huitongda at that time: you are 7-Eleven in rural China. 7-Eleven is also one of our industrial routers. We think it is the benchmark of industrial Internet and the global benchmark.

Why is it "rural 7-Eleven"? Now, we call it "the nerve endings of society" in the "husband wife shop". Its essence is "social nerve endings". This kind of "nerve endings" use "brain" to influence and transmit, so far, it will do it by itself. So how Japan develops, it is a "nerve terminal" very strong. The 80000 "husband and wife stores" served by huitongda are the "nerve endings" of 80000 rural areas. It is not the power that you can break down by e-commerce or direct selling.

The core logic of "industrial router mode" in entrepreneurial state is?

Pengzhiqiang: the bottom core of business logic of "industrial router" is actually two: one is B2F (b refers to small merchant, f refers to small supply end), which connects the "nerve terminals" and supply end of stock stores and traders efficiently; Another logic is that the interaction between merchants and customers should be Internet-based, which is the basic condition for explosive power. For example, the brother business child Wang of huitongda, whose first stage is to be self-employed, and is very leading in the direction of interaction with users such as membership.

Why can the Huitong reach the second stage, industrial router stage, quickly? This is because it was five star electrical appliances, it sold electrical appliances, it knows how to sell.

If you just do a simple docking, it is "matching", which is of no value. Why "industrial router" is valuable is because it can deeply enable B and F. If you haven't done it, you are not proficient in this field, how can you empower others?

B represents a small merchant, he is small today, not necessarily in the future; A single small, combined may not be small. This is our understanding of the logic of B2F. The difference between his s and Zeng Ming's s2b2c is capital, and the platform is emphasized; We put B2F in lowercase and B in front of us, emphasizing the flow of small merchants and stock, and put it at the core of this mode. Through it, we think it is based on the industrial Internet, a fundamental and replicable business logic.

In fact, self support or platform, self-support must be tested, and the scale must be based on the platform. Back to the question why huitongda can do it, it has sold electric appliances, has been self-employed, and it is in a fierce competition environment, so it has experience and "martial arts". It can go to teach these small stores how to empower and grow up.

On "empowerment" and "sharing"

Venture state: how does huitongda do small B empowerment?

Pengzhiqiang: on the one hand, it shares the stock flow of 80000 "husband and wife stores", not self-management; It is different from matching, it is a comprehensive and deep empowerment“ "Empowerment" is easy to say, but there are not many people who can really do it. For example, when huitongda is doing empowerment, in addition to SaaS tools and interaction, it will give 80000 "husband and wife stores" 20000 activities and training a year, and do activities every day, and do various management and business training, activities and training are a means and carrier of empowerment.

There is a special core to do empowerment, it needs SaaS. Why do many of them do B to B trading platform, which is doing transactions, but the value of the company is not released? Because these platforms do not have a set of SaaS to serve and empower those small B.

For small B, if only trading on these platforms, it industry is probably no different from it industry distribution more than ten years ago, because it industry used to sell goods through channels and distribution in its early years, which is a sewer. But SaaS is different. It solves the internal management of small B, upstream procurement, interaction, etc. and the core is to solve the interaction with users, based on Internet interaction.

There are 80000 "husband and wife stores" of huitongda. There are about 67million farmers connected between these stores and farmers. In the past, small B can not interact with them and there is no tools. Now huitongda has given SaaS tools, which can be used to interact with these users on the Internet. There are all these routines, such as voucher delivery, card issuing and activation.

Gem: how can small B interact with its users after it is empowered?

Pengzhiqiang: the mode of "industrial router" is very important because after enabling small B, the interaction between small B and its users has been improved in a straight line. This is s2b2c of Zeng Ming, where s is supply, which means the concept of supply, supply end and supply chain.

We have some differences with his s2b2c. On the one hand, the business value of "industrial router" companies has greatly enabled small B to interact with its customers. For example, huitongda helps small stores connect 67million farmers.

We think that small B merchant, the customer he serves, may be a C, or a B, may also be a G (government), what is the core logic?

We sometimes joke that the biggest platform in China today is one million wine tables that open tables at the same time every night in the country. These orders to G and to B are all being discussed on different tables. In this regard, why do we think B2B e-commerce is not expanding? You want to cross the table, it's impossible to sell to B and to g, or just take a little bit. That's true for C, for both B and G.

That is to say, we are trying to help these merchants. They may be a store, a trader, or a service provider. They can interact with the upstream suppliers efficiently. More importantly, the efficient interaction with their customers and users is actually a production chain.

So for the Huitong Da, to empower, there is an IT system support, namely SaaS. Without the support of this it system, enabling is easily a "duckweed", and the wind will be gone. I mentioned that these B to B trading platforms are not essentially different from that of IT industry more than a decade ago. That is, if he costs 5 yuan more than others, others will not play with him. But it is different from the general purpose of the general public exchange. Under SaaS, it can continue for 5 yuan.

Venture state: it can't fly alone.

Pengzhiqiang: it's too expensive. Most importantly, the operation data of the whole company, the data interacting with users and the data of interaction with upstream are all in SaaS. It (small B / merchant) abandons the system of remittance and access to it to make significant decisions - the system migration cost is too large. In this case, it is totally different from a B to B trading platform. Conversely, there are many SaaS companies on the market now, which have been transferred from software to SaaS. These SaaS companies were once the hot investment direction, but now they will find it embarrassing to make profits.

Venture state: it's hard to find the right business model?

Pengzhiqiang: because in China, objectively speaking, it is not willing to pay too much for service. It is quite different from salesforce in the United States. We think SaaS should turn to be an "industrial router" company in an all-round way, that is, it should go to the transaction, not just a company selling SaaS service charge, but go to the trading end, and go like a trading platform until the final transaction link.

Like huitongda, if it goes to sell SaaS software to 80000 "husband and wife stores", it tells the other party that a store will charge you 10000 yuan a year. Today, such a company will have no commercial value. First, it's hard for you to sell 80000 stores; Secondly, the development, maintenance and marketing costs may exceed 10000 yuan. So it doesn't sell SaaS, it is based on the transaction to make money.

Venture state: from which is the exchange to be divided?

Pengzhiqiang: it is a trade difference at present, but there are many possibilities for future profit models. Because when we get to the deal, there is a way to make money.

So we have to say, SaaS is dead; Baas has come (business as a service)“ SaaS is the foundation of baas - if you don't have a SaaS, say you want to build an "industrial router", which is selling the concept.

But we have our own description of it - to really empower small B, and to some extent, even to lock it, by SaaS.

Venture state: according to the logic of "industrial router", many other projects have been invested.

Pengzhiqiang: following this logic, we have invested songxiaocai, dongcoal trading, Doubao network, pet know, etc., which are all the logic of "industrial router". In fact, there is a model of making industrial router in thousands of categories. This kind of core logic of industrial router is the shared stock flow first - this is very core logic.

So the so-called "industrial router" model