Decentralization of government service
If you want to understand the application of blockchain, you can refer to many books and opinions, such as illustrated blockchain, blockchain: reshaping the economy and the world, blueprint and guide of new economy, and articles of coin'an community, including a detailed understanding of the platform of coin'an community, with great strength
As the name suggests, blockchain is composed of block and chain. It is a new application mode of computer technology such as distributed data storage, point-to-point transmission, consensus mechanism, encryption algorithm and so on. It is a kind of chain data structure that combines data blocks in order according to the time sequence, and it is a secure and reliable distributed account book that can not be tampered with and forged by means of cryptographyin 2008, in his paper bitcoin: a peer-to-peer e-cash system published by Nakamoto, he first proposed the idea of blockchain and encrypted digital currency. Starting from bitcoin, blockchain has become the underlying technology of various digital currencies
Second, the working principle of blockchain:1. The basic concepts include: (1) transaction: one operation will change the account status once, such as adding a record 2) Block: records the transaction and status data within a specified time, which is a consensus and preservation of the current account status 3) Chain: it is composed of a series of blocks in chronological order, which is the log record of the whole state change. If you understand the working concept of blockchain, it is not difficult to understand its working principle. Suppose there is a distributed data logbook, which can only be added, not deleted or changed. Its structure is a linear chain formed by a series of "blocks" (which is also the source of the name of "blockchain"), and new data must be put into a new block to be added, The maintenance node can propose a new block, but it must go through a certain consensus mechanism to reach an agreement on the final selected block
2. Take bitcoin as an example to see the working principle of blockchain
the block of bitcoin is divided into block head and block body
Core advantages and characteristics of blockchain1. The verification, accounting, storage, maintenance and transmission of decentralized blockchain data are all based on distributed system structure. There is no centralized hardware or management organization, and the rights and obligations of any node are equal, The data blocks in the system are jointly maintained by the nodes with maintenance function in the whole system. 2. The open and transparent system is open. In addition to the private information of all parties to the transaction is encrypted, the data of the blockchain is open to all. Anyone can query the blockchain data and develop related applications through the open interface, so the information of the whole system is highly transparent. 3. Security blockchain uses consensus based specifications and Protocols (such as a set of open and transparent algorithms) to enable all nodes in the whole system to exchange data freely and safely in a de trusted environment, so that the trust in "people" is changed into the trust in machines, and any human intervention does not work. 4. Information cannot be tampered with. Once the information is verified and added to the blockchain, it will be stored permanently. Unless more than 51% (almost impossible) nodes in the system can be controlled at the same time, the modification of the database on a single node is invalid. Therefore, the data stability and reliability of the blockchain are extremely high. 5. Anonymity because the exchange between nodes follows a fixed algorithm, and its data interaction does not need trust (the program rules in the blockchain will judge whether the activity is effective or not). Therefore, the counterparties do not need to let the counterparties generate their own trust by disclosing their identities, which is very helpful for credit accumulation
At present, the most popular classification of blockchain is to divide blockchain into public blockchain, private blockchain and consortium blockchain according to different participants1. Public chain: anyone can participate in the use and maintenance, and can obtain the effective confirmation of the blockchain. Public chain is the earliest blockchain and the most widely used blockchain at present, such as bitcoin blockchain. The information is completely public
if the licensing mechanism is introced, it includes private chain and alliance chain. 2. Private chain: a company or indivial only uses the blockchain technology, enjoys the exclusive write permission of the blockchain, and does not disclose the information. At present, conservative giants (traditional finance) want to experiment with private blockchain, and the application procts of private blockchain are still groping. 3. Alliance chain: it is a blockchain between the public chain and the existing chain, which is jointly controlled by multiple organizations. The use of the chain is managed with authority, which can be controlled by the manager, and also open to others according to the manager's wishes. In addition, according to the different use scenarios and purposes of blockchain, it can be divided into currency chain for the purpose of digital currency, property chain for the purpose of recording property rights, and crowdfunding chain for the purpose of crowdfunding
On May 28, Ma Huateng, CEO of Tencent, proposed the anti-counterfeiting method based on cloud integrated blockchain technology, which is far more efficient than traditional anti-counterfeiting methods. The future anti-counterfeiting verification scenario may only require users to use their mobile phones for simple scanning, and a large number of complete information based on different dimensions can be obtainedtake Maotai liquor as an example:
distillery address, proction workshop, operation staff, inspector, delivery time, transportation vehicle information and driver information,
liquor year, raw material source, raw material supplier, storage warehouse number, raw material transportation vehicle and driver information,
all information can be accurately traced, permanently recorded and tampered with
the above information can be easily verified
2. Food safety issues as early as last November, Wal Mart has cooperated with IBM to track the source of food by using blockchain technology, so as to ensure the safety of food and increase the circulation of food to rece costs. For Wal Mart and other large supermarkets, it took a few days to investigate the source of problem food, After using this technology, only one item of proct information is needed to achieve accurate traceability, and important information such as food origin, inspector, supplier, logistics and transportation can quickly find problems in a few minutes. Currently, procts tracked by blockchain include packaging procts from the United States and pork from China
3. Information security
blockchain technology is promoting an information security technology revolution. (1) identity protection PKI is a common public key encryption technology in e-mail, message application, website and other communication applications. However, since the implementation of most PKI, the centralized trusted third party certification authority (CA) is used to issue, activate and store user certificates. Hackers can attack PKI to fake user identity or crack encrypted information
certcoin is the first PKI implementation of blockchain, which comes from MIT, removes the centralized authentication center, and uses blockchain as a distributed ledger for domain name and public key
pomcor company: blockchain PKI implementation path: keep the authentication center, and use blockchain to store the hash value of issued and activated certificates. Users can verify the authenticity of certificates through decentralized and transparent sources, and can also improve the network access performance through local authentication of secret key and signature based on blockchain
(2) data integrity protection
guardtime developed a secret key free signature architecture (Ksi) based on blockchain technology to replace the secret key based data authentication technology. Ksi stores the hash table of the original data and files on the blockchain, runs the hash algorithm to verify other copies, and compares the results with the data stored in the blockchain. Any data tampering will be found quickly because the original hash table is stored in millions of nodes
(3) key infrastructure protection
the "Achilles heel" of the Internet, DDoS has entered the TB era, DDoS is still the simplest weapon for hackers to bring down the big target with low cost, DNS service is the primary target for hackers to carry out large-scale destruction, but blockchain technology is expected to fundamentally solve the problem
The distributed storage ofblockchain makes hacker attacks lose focus. Nebulis is developing a distributed DNS system, which uses Ethereum blockchain and interstellar Internet file system (IPFs, the distributed substitute of HTTP) to register and resolve domain names. The biggest weakness of DNS is caching, which makes DDoS attacks possible. It is also the bane of the centralized government's censorship of social networks and manipulation of DNS registration. A highly transparent and distributed DNS system can effectively prevent any entity, including the government, from arbitrarily manipulating records
(1) digital currency: improve the convenience of currency issuance and use, such as bitcoin and Ethernet in foreign countries, and guorenbao in Chinafrom the use of physical transactions, to physical currency and credit currency, and then to the rise of bitcoin network, more and more people are aware of the distributed ledger blockchain technology behind it, and graally apply it in many scenarios other than digital currency
(2) cross border payment and settlement: realize point-to-point transaction, rece intermediate fees
transfer and payment. At present, the most mature application of blockchain technology is payment and transfer. Blockchain technology can avoid complicated systems, save the process of inter-bank reconciliation and review, and accelerate the settlement speed; Virtual currency can rece transaction costs without the intervention of clearing house. Different countries have different clearing proceres. It takes two or three days for a single remittance to arrive, which is inefficient and accounts for a large proportion of funds in transit. No longer through the third party, through the blockchain technology to form point-to-point payment. By eliminating the link of the third-party institutions, we can make full day payment, real-time payment, withdraw cash quickly and rece the hidden cost, which helps to avoid the capital risk. It is timely and convenient
(3) bills and supply chain financial business: rece human intervention, rece costs and operational risksvalue transfer between point-to-point, control and verify physical bills or central system; Intermediaries will be eliminated and human intervention reced. With the improvement of efficiency, financing channels are more unblocked, risks are lower, and multiple parties benefit
(4) securities issuance and Trading: realize quasi real-time asset transfer, accelerate the speed of transaction clearing
the application of blockchain technology can make the process of securities trading more concise, transparent and fast, rece the plication of IT system, and improve the efficiency of market operation. For stocks, blockchain can eliminate paper and pen or electronic form records, rece human errors in trading, and improve the transparency and traceability of trading platform. Citigroup and Nasdaq cooperate to promote blockchain applications
(5) customer credit investigation and anti fraud: rece the cost of legal compliance, prevent financial crimes
the customer information and transaction records recorded in the blockchain help banks identify abnormal transactions and effectively prevent fraud. The technical characteristics of blockchain can change the existing credit reference system, and store the data of customers with bad records in the blockchain when the bank concts "know your customer" (KYC)
equity crowdfunding:
at present, many local governments in China are promoting blockchain government application platforms, such as Chongqing's blockchain government service platform, Guangzhou's tax chain platform, Hunan Changsha's SMIC blockchain public service platform, etc
from the perspective of technical characteristics, value and domestic cases, it is very necessary.
Blockchain is a kind of technology, which solves the core "trust" problem in the market economy and reces the trust cost between strangers to a very low level
there is one crucial thing in the market economy, which is "trust". Without trust, no deal can be established. When you go to LAICHANG to buy vegetables, if you don't believe that the pesticide content in vegetable is up to the standard, you won't trade with that dealer; If you buy a bottle of water in a small shop, the clerk will not sell you the water if he doesn't believe that the money you give is real
the traditional small-scale peasant economy is acquaintance economy, and the transaction scale is limited to people who are familiar with each other nearby. If an acquaintance deceives you, he will lose your social relationship and damage his reputation in the whole circle of acquaintances. We believe that acquaintances are less likely to cheat us than strangers
therefore, once we are beyond the scope of acquaintances, we need to use a high cost to identify whether a stranger will cheat me and how to avoid the risk of being cheated. This situation will hinder the transaction and restrict the transaction
in addition, different races, nationalities, cultures, religious beliefs and so on will naturally have this kind of trust problem
in the market economy, why can there be so many transactions between strangers? Because of the birth of a new mechanism to solve the problem of trust in strangers
so far, the most important mechanism to solve the trust problem is the "trust intermediary" organization and mode
as long as you and strangers trust a third-party organization, the trust problem between you can be solved through this third-party organization
this third-party organization, we call it trust intermediary. Both the government and the bank are trust intermediaries
you can sell the goods you have worked hard to proce to a stranger in exchange for a stack of RMB banknotes. It's because the credit of the note issuing bank and the guarantee of the authority of the government guarantee the currency value and effectiveness of the banknotes. Otherwise, sell things, in exchange for a few ordinary paper, who would like to
in the era of global village and Internet, the people who buy your things may be strangers who will not meet and thousands of miles away. Trust is lower, so Alipay assumes the role of trust intermediation. Buyers first pay the goods to Alipay's account. When they receive the goods, they confirm that they are OK, then they agree to sell the goods to the seller. Taobao and other e-commerce have been booming rapidly in just over ten years
trust intermediary is in a central position in the transaction system. All transactions should solve the trust problem through it
However, the cost of trust intermediary itself is often hugeas a trust intermediary, how much transaction tax does the government charge each year? What is the most profitable instry? Financial services. The annual profits of Alipay's ant suit are over ten billion. p> What does this mean? Both sides of the market actually pay a huge trust cost
if there is any way to cancel or greatly rece the trust cost, the transaction cost of the general public can be reced, and the profits can be greatly increased
so in the Internet era, blockchain technology is on the stage
it allows the trading party to get rid of the intermediary, solve the problem of trust among strangers, and greatly rece the cost of trust
the blockchain can be expanded on a large scale, the data is open and transparent, the data of each client is consistent, and even if some clients are destroyed, the data security will not be affected. These highly reliable technical features can solve the trust problem of strangers with low cost
this technology can be extended to all fields that can be digitized, such as digital currency, payment and clearing, digital bills, proof of rights and interests, credit reference, government services, medical records, etc
in the medium and long term, blockchain will be a revolutionary technology, which will bring about great social changes like the existing Internet, and has great investment value and money making opportunities
in the future, the companies that can combine blockchain with different scenarios to promote applications may be the next group of bat, the next Google, Microsoft and apple
as the first practical application of blockchain technology, bitcoin has been widely accepted and used all over the world. Millions of users and tens of thousands of merchants have accepted the payment of bitcoin as a digital currency, and the exchange value of bitcoin as a currency is growing. Even e to the consensus that the total amount is fixed and the long-term value is bullish, bitcoin has become a hedge asset similar to gold, and the price has skyrocketed
If you want to understand the application of blockchain, you can refer to many books and opinions, such as illustrated blockchain, blockchain: reshaping the economy and the world, blueprint and guide of new economy, and articles of coin'an community, including a detailed understanding of the platform of coin'an community, with great strength
As the name suggests, blockchain is composed of block and chain. It is a new application mode of computer technology such as distributed data storage, point-to-point transmission, consensus mechanism, encryption algorithm and so on. It is a kind of chain data structure that combines data blocks in order according to the time sequence, and it is a secure and reliable distributed account book that can not be tampered with and forged by means of cryptographyin 2008, in his paper bitcoin: a peer-to-peer e-cash system published by Nakamoto, he first proposed the idea of blockchain and encrypted digital currency. Starting from bitcoin, blockchain has become the underlying technology of various digital currencies
2. Working principle of blockchain:
1. Basic concepts include:
(1) transaction: one operation will change the account status once, such as adding a record
(2) block: records the transaction and status data within a specified time, which is a consensus and preservation of the current account status
(3) chain: it is composed of a series of blocks in chronological order, which is the log record of the whole state change
if you understand the working concept of blockchain, it is not difficult to understand its working principle. Suppose there is a distributed data logbook, which can only be added, deleted or changed. Its structure is a linear chain formed by a series of "blocks" (which is also the source of the name of "blockchain"), and new data needs to be added, It must be put into a new block. The maintenance node can propose a new block, but it must go through a certain consensus mechanism to reach an agreement on the final selected block
2. Take bitcoin as an example to see the working principle of blockchain
the block of bitcoin is divided into block head and block body< The core advantages and characteristics of blockchain are as follows:
3.
1. The verification, accounting, storage, maintenance and transmission of blockchain data are all based on the distributed system structure. There is no centralized hardware or management organization, and the rights and obligations of any node are equal, The data blocks in the system are jointly maintained by the nodes with maintenance function in the whole system
2. Open and transparent
the system is open, in addition to the private information of all parties to the transaction is encrypted, the data of the blockchain is open to all, and anyone can query the blockchain data and develop related applications through the open interface, so the information of the whole system is highly transparent
3. Security
blockchain adopts consensus based specifications and Protocols (such as a set of open and transparent algorithms) to enable all nodes in the whole system to exchange data freely and safely in a de trusted environment, so that the trust in "people" is changed into the trust in machines, and any human intervention does not work
4. Information cannot be tampered with
once the information is verified and added to the blockchain, it will be stored permanently. Unless more than 51% (almost impossible) nodes in the system can be controlled at the same time, the modification of the database on a single node is invalid, so the data stability and reliability of the blockchain are extremely high
5. Anonymity
because the exchange between nodes follows a fixed algorithm, their data interaction does not need trust (the program rules in the blockchain will judge whether the activity is effective by themselves), so the counterparties do not need to let the counterparties generate trust by disclosing their identities, which is very helpful for credit accumulation
1. Public chain: anyone can participate in the use and maintenance, and can obtain the effective confirmation of the blockchain. Public chain is the earliest blockchain and the most widely used blockchain at present, such as bitcoin blockchain. The information is completely public
if the licensing mechanism is introced, it includes private chain and alliance chain
2. Private chain: a company or indivial only uses the blockchain technology and enjoys the write permission of the blockchain, and the information is not disclosed. At present, conservative giants (traditional finance) want to experiment with private blockchain, and the application procts of private blockchain are still groping
3. Alliance chain: it is a blockchain controlled by multiple organizations, which is between the public chain and the existing chain. The use of the chain is managed with authority, which can be controlled by the manager, and also open to others according to the manager's wishes
in addition, according to the different use scenarios and purposes of blockchain, it can be divided into currency chain for the purpose of digital currency, property chain for the purpose of recording property rights, and crowdfunding chain for the purpose of crowdfunding
take Maotai liquor as an example:
distillery address, proction workshop, operation staff, inspector, delivery time, transportation vehicle information and driver information,
liquor year, raw material source, raw material supplier, storage warehouse number, raw material transportation vehicle and driver information,
all information can be accurately traced, permanently recorded and tampered with
the above information can be easily verified
2. Food safety issues as early as last November, Wal Mart has cooperated with IBM to track the source of food by using blockchain technology, so as to ensure the safety of food and increase the circulation of food to rece costs. For Wal Mart and other large supermarkets, it took a few days to investigate the source of problem food, After using this technology, only one item of proct information is needed to achieve accurate traceability, and important information such as food origin, inspector, supplier, logistics and transportation can quickly find problems in a few minutes. Currently, procts tracked by blockchain include packaging procts from the United States and pork from China
3. Information security
blockchain technology is promoting an information security technology revolution. (1) identity protection PKI is a common public key encryption technology in e-mail, message application, website and other communication applications. However, since the implementation of most PKI, the centralized trusted third party certification authority (CA) is used to issue, activate and store user certificates. Hackers can attack PKI to fake user identity or crack encrypted information
certcoin is the first PKI implementation of blockchain, which comes from MIT, removes the centralized authentication center, and uses blockchain as a distributed ledger for domain name and public key
pomcor company: blockchain PKI implementation path: keep the authentication center, and use blockchain to store the hash value of issued and activated certificates. Users can verify the authenticity of certificates through decentralized and transparent sources, and can also improve the network access performance through local authentication of secret key and signature based on blockchain
(2) data integrity protection
guardtime developed a secret key free signature architecture (Ksi) based on blockchain technology to replace the secret key based data authentication technology. Ksi stores the hash table of the original data and files on the blockchain, runs the hash algorithm to verify other copies, and compares the results with the data stored in the blockchain. Any data tampering will be found quickly because the original hash table is stored in millions of nodes
(3) key infrastructure protection
the "Achilles heel" of the Internet, DDoS has entered the TB era, DDoS is still the simplest weapon for hackers to bring down the big target with low cost, DNS service is the primary target for hackers to carry out large-scale destruction, but blockchain technology is expected to fundamentally solve the problem
The distributed storage ofblockchain makes hacker attacks lose focus. Nebulis is developing a distributed DNS system, which uses Ethereum blockchain and interstellar Internet file system (IPFs, the distributed substitute of HTTP) to register and resolve domain names. The biggest weakness of DNS is caching, which makes DDoS attacks possible. It is also the bane of the centralized government's censorship of social networks and manipulation of DNS registration. A highly transparent and distributed DNS system can effectively prevent any entity, including the government, from arbitrarily manipulating records
(1) digital currency: improve the convenience of currency issuance and use, such as bitcoin and Ethernet in foreign countries, and guorenbao in Chinafrom the use of physical transactions, to physical currency and credit currency, and then to the rise of bitcoin network, more and more people are aware of the distributed ledger blockchain technology behind it, and graally apply it in many scenarios other than digital currency
(2) cross border payment and settlement: realize point-to-point transaction, rece intermediate fees
transfer and payment. At present, the most mature application of blockchain technology is payment and transfer. Blockchain technology can avoid complicated systems, save the process of inter-bank reconciliation and review, and accelerate the settlement speed; Virtual currency can rece transaction costs without the intervention of clearing house. Different countries have different clearing proceres. It takes two or three days for a single remittance to arrive, which is inefficient and accounts for a large proportion of funds in transit. No longer through the third party, through the blockchain technology to form point-to-point payment. By eliminating the link of the third-party institutions, we can make full day payment, real-time payment, withdraw cash quickly and rece the hidden cost, which helps to avoid the capital risk. It is timely and convenient
(3) bills and supply chain financial business: rece human intervention, rece costs and operational risksvalue transfer between point-to-point, control and verify physical bills or central system; Intermediaries will be eliminated and human intervention reced. With the improvement of efficiency, financing channels are more unblocked, risks are lower, and multiple parties benefit
(4) securities issuance and Trading: realize quasi real-time asset transfer, accelerate the speed of transaction clearing
the application of blockchain technology can make the process of securities trading more concise, transparent and fast, rece the plication of IT system, and improve the efficiency of market operation. For stocks, blockchain can eliminate paper and pen or electronic form records, rece human errors in trading, and improve the transparency and traceability of trading platform. Citigroup and Nasdaq cooperate to promote blockchain applications
(5) customer credit investigation and anti fraud: rece the cost of legal compliance, prevent financial crimes
the customer information and transaction records recorded in the blockchain help banks identify abnormal transactions and effectively prevent fraud. The technical characteristics of blockchain can change the existing credit reference system, which can be implemented in banks
characteristics of blockchain:
the core potential of blockchain lies in the transparency, openness, traceability and non tampering of information
origin of blockchain:
blockchain technology originated from a special currency, and its essence is to create a decentralized monetary system
it's hard to say whether we can change the world in the future, but the future is very clear.
small program changed the emergence of mobile Internet
based on the development of social e-commerce, it has brought opportunities to e-commerce platforms such as pinoo and meilishuo. We divide these opportunities into two categories:
first, cheaper ways to obtain traffic. At present, there are four main ways to play, pinoo's pintuan, cluster distribution, mint reading fission and so on. I believe that more ways to play will be developed in the future
secondly, it covers a wider population. There are 1 billion monthly live users under wechat. If a proct is spread through wechat, the application can more easily reach the sinking population, and then through the operation of wechat group, make them form a habit
What are the future opportunities for applets
the official account is the first to earn a small program, and the official account + small program is the most direct way to cash in. Then the small program brings tools, games and so on
games have emerged from small programs, and small program games have occupied the top of the list of small programs
the development of wechat applets will have more friendly links with other instries. The development of wechat applets is based on the huge and active users of wechat. Through the discussion and research of user needs, wechat and life can be better combined and more functions can be realized; This will not only attract more users, but also allow more instries to integrate into wechat applets, and improve the scene use of wechat, so that the experience effect of wechat applets will be significantly increased
because wechat applets are functions integrated on wechat, they do not need to be installed or downloaded. At the same time, for users, wechat applets do not occupy the memory of the mobile phone, and are not limited by the mobile phone system, so they are convenient and accessible. The development cost of wechat app is relatively low, and the cycle is also short. Compared with the previous year, it needs a lot of money to develop an app with the same function. Generally, the cost of wechat app is within a few thousand yuan, so everyone can afford to use it. The use effect is not different from that of app, and in some aspects, it is far more than the function of app.
post service is the extension of service by using Internet and mobile Internet on the basis of modern service. It is also the stage of creating demand. It is the process of allocating excess capacity and capital in the market to a more segmented and long tail market space. In the post service era, what services can't go forward
recall how many times you have been shuttling through the crowded hospital, registering, queuing, checking, and then queuing for expert consultation. Finally, when it's your turn, the consultation time is over. So, the next morning you start a new round of the process. When you are exhausted, you take the doctor's medicine list and ask around. Finally, you find the pharmacy to take the medicine. At this time, you have to continue to line up to take the medicine. After a whole day, you swear that you will never go to this damned hospital again
I believe most people are familiar with this typical traditional medical service scene, and some even hate it. However, with the advent of the post service era, all of these have changed or are about to change
the bank's platinum card provides high-end medical resource services, needless to say
a series of services such as online registration, online disease consultation and diagnosis, remote consultation, electronic prescription, remote treatment and rehabilitation, health management, etc. have emerged. Cloud hospital, dingxiangyuan, doctor Chunyu, Huakang panorama, palm drugstore, etc. have entered the medical link through various modes<
recently, Tencent wechat has cooperated with major large and medium-sized cities and local platform resources to launch city services, including government services in public security, traffic management and other aspects, and life services in medical treatment and payment, so that ordinary people can enjoy the convenience and value of after service
What's more, Alibaba has incorporated pharmacy services into the "future hospital" plan, and graally launched services such as medicine delivery nearby and regular delivery of chronic diseases. In the future, the offline pharmacy and tmall medical center will get through with each other. After users place orders online, the offline pharmacy can deliver goods nearby, and all pharmaceutical retail enterprises can join the plan
to provide all-round services at any node where you need services, this is the post service market of traditional medical instry
the ice is breaking like a doctor! What services can't be further developed
what is post service
post service, simple understanding is Internet plus modern service.
generally speaking, post service goes through three stages of development. The first stage is simple service, which is the service that enterprises meet their basic needs; The second stage is modern service instry, which uses modern technology and innovation to find potential unmet needs; The third stage is post service, which is to expand the extension of services by using the Internet and mobile Internet on the basis of modern services. It is also the stage of creating demand, which is the process of allocating excess capacity and capital in the market to a more segmented and long tail market space<
whether it's traditional mobile phones, iPads, ultrabooks, or smart watches, Google glasses, Tesla, robots,
the microphone, camera, sensor, positioning functions of these intelligent hardware have become the extension of human "touch". Therefore, in shopping, travel, dining, entertainment and work, we habitually use these devices. It is this kind of "habit" that makes deeper, more humane, more viscous and more emotional after service possible
more importantly, these "technology" after "habits" have broken the elements of these services, and formed reorganization and structure in the five most important aspects of Internet brand construction, such as people, machine, time, place and
payment, which can greatly integrate the existing social idle resources, and greatly improve the market efficiency To a great extent, the consumption experience has been greatly improved, so that the business model after "habit" and "technology" has been restructured and restructured, and become the most competitive and market-oriented sustainable post service instry chain< When you are on the subway with your mobile phone and the bad signal makes you face the offline page from time to time, you suddenly pop up some beautiful articles, which not only kill the time, but also make the publishers get the business. Why not have the best of both worlds
when you look at the ll and lifeless room, suddenly Shangpin's housewife says that you can customize it according to your preference. Aren't you happy
when the post-90s' culture, such as "face cute", "magic man" and "bullet screen", swept the market, they easily won the cultural media market and brought the carnival of the whole people
when...
more and more content puzzles our eyes, it's time to calm down and see what are the characteristics of the post service era? And how to deal with it
1. Scene consumption is a typical feature of scene consumption
specifically, it is to make consumers feel the "emotional resonance" experience in the process of purchasing through the creation of environment and atmosphere, taking the scene as the background, the service as the stage, and the goods as the props, so as to move consumers' purchasing desire and stimulate the resonance of consumption through the scene
for example, in the sports scene, in addition to the sports itself, there are many other scenes, such as the intermission, the audience shouts, the injury replacement and so on. There are many scenes that can be mined. Among them, the ALSHAN mineral water is locked in the scene of half-time, creating an "environmentally friendly handwritten bottle". In group sports, it is often difficult to find the
bottle of water you have drunk by the playground, so you can only reopen another bottle, causing waste. On the basis of the original bottle stickers, ALSHAN added a special ink layer for the scratch card, so that consumers can leave their own exclusive logo on the bottle, which not only meets the needs, but also increases the interactive space and fun of participation
therefore, the characteristics of scenario consumption in the post service era require enterprises to design their procts based on consumers' specific, specific and vivid scenarios, and dig out the pain points in the consumption scenarios, so as to give consumers a sense of reality, participation and trust
2. C2B reverse customization has a big fight
C2B reverse customization is that consumers decide procts and customize procts according to their own needs
in the post service era, the voice of consumers is becoming stronger and stronger. In the future, the driving force of value chain and demand chain will come from consumers rather than manufacturers. Some people predict that customization will be the mainstream of business model in the future. In C2B mode, enterprises can understand the needs of consumers in real time, purchase or proce according to the needs, and customize on demand, which can also rece or even eliminate the inventory and corresponding costs
the requirements of C2B are personalized demand, multi variety, small batch, rapid response and platform cooperation. It can be said that, to a certain extent, this model is also a test of the enterprise's proct and service innovation
Haier Zhang Ruimin vigorously promotes the customization mode of household appliances, tmall home decoration C2B procts are also on the line, McDonald's is testing "hamburger customization" in the Southern California market, and the popularity of Xiaomi just confirms the essence of "consumer centered" in the post service era
3. Cross border ecosphere, one-step service for fast people
cross border mixing is a well-known concept in recent years. The three giants of bat use cross-border weapons to attack pools and plunder land, and some listed companies follow suit. It's also cross-border. Some succeed, while others fail
it can be seen that cross-border is not a simple business behavior, but the great wisdom of enterprise competition and strategic leap. It is from the formulation of enterprise strategic planning, to long-term and sufficient market tracking, to the development and reserve of procts (technology, services, etc.), to the systematization of market behavior and dynamic self-improvement mechanism
cross border business is not simply a two-way business. We must find common points and cross-border bridges in the two fields
4. Service entertainment is the trend
in the post service era, the trend of service entertainment occurs with the change of consumers. As the main consumers in the future, the post-80s and post-90s' consumption concept and consciousness have changed a lot. They pay more attention to consumption experience, participation, indiviation and differentiation, and their spiritual and emotional satisfaction is a powerful driving force to promote their consumption. Evil
make complaints about gossip and Tucao's entertainment spirit.
nowadays, service as entertainment is regarded as the creed of the new generation of enterprises. Once consumers' attention is grasped, enterprises can add "entertainment content" and "entertainment elements" to make their procts more attractive. Coca Cola's pet bottles and Coca Cola lyrics bottles are all based on the entertainment mind of the younger generation. They add additional value-added services to the proct packaging and launch them through microblog big V, which is interactive and interactive Participation and communication have reached an unprecedented level
in the post service era, how should enterprises play
the essence of things remains unchanged
the research results of Jinkun Brand Research Institute, which has been focusing on the service instry and Internet brand marketing for many years, tell us that service proctization, proct customization, user fans and fans tribalism are profound explanations of proct thinking, user thinking and community thinking. In addition, it is also necessary to establish a profit model of media thinking and integrate the above, which is the key to success of enterprises in the post service era
1. Proct thinking is the foundation
in the post service era, any service is a proct. A good proct (service) needs unique personality, extreme design, experience and empathy from users. The design of service needs to give unexpected surprise on the basis of meeting consumers' expectations. So it's very important to focus on experience. The tangible display strategy of service
is used to make consumers fully aware of the intangible service, and encourage consumers to actively participate in the service process, so as to enhance the consumption experience and real perception of service
If a handsome man or a beautiful woman drives a cool Mini Cooper car, wears Google glasses, records the surprise expression of consumers at the first moment of opening the door, and makes a video for consumers to scream all the way, then the strong sense of satisfaction and unique experience brought by this service to consumers will become an important basis for users' empathy<
2. The mode of letting the third party pay is typical media thinking
as we all know, the main way for traditional media to make money is to sell content to the general audience and sell it from various enterprises