February 25, 2018, "First Financial Weekly" is 10 years old. Over the past 10 years, we have brought you tens of thousands of business stories and continued to pay attention to important companies and industries closely related to your life. Their changes over the past 10 years are also a business history in China.
Starting today, we will sort out 100 impressive business events for two consecutive days, covering IT, consumption, design, marketing, tourism, finance, real estate, fashion, automobile, entertainment, sports and other fields. It is summarized and recommended by our reporters and represents their observations on these industries. While doing these industries together, we also welcome you to leave a message and recommend industry events that you think are also worth remembering.
PS: We will also launch a special issue for the 10th anniversary on March 5, please stay tuned!
2008-2018, Business Events that Change the World (1-50)
IT, consumption, design, marketing, travel
In the past 10 years, we can no longer put down our mobile phones
(Reporter | Wang Jief)
On July 10, 2008, Apple launched the app store
It seems today that this decision opened the door to the mobile Internet era and created a trillion-dollar business. Today, Apple's app store has launched more than 2 million mobile apps, bringing Apple's profits of tens of billions of dollars a year.
In August 2009, Weibo was launched on
. While the Chinese government strengthened the censorship, a number of Weibo websites were closed, Sina launched Weibo in a timely manner. In the early stage, by inviting celebrities to settle in, Weibo gradually became the most important online public opinion space in the Chinese world.
After 2012, Weibo began to shift its focus to expanding the number of users, increasing user activity, and despising its own social public service. Now it is the largest source of entertainment gossip in China.
On March 23, 2010, Google withdrew from the Chinese market
Google claimed that due to factors such as online censorship, it decided to stop providing search services in mainland China. At this point, all the world's most important websites such as Facebook, Twitter, YouTube, and Google cannot be accessed normally in China. A series of actions by the major companies in
have profoundly changed the Internet in China, making it a distinct ecosystem from other regions around the world.
In September 2010, a "3Q war" broke out between
Tencent and Qihoo 360
Qihoo 360 and Tencent accused each other of infringing on user privacy. In the name of security, they prohibited the other party's software from running and recommended users to uninstall. The contradictions continued to escalate until they evolved into legal litigation lawsuits filed in the Supreme Court, with government departments such as the Ministry of Industry and Information Technology, the Ministry of Public Security and other government departments intervening. After the
On January 21, 2011, Tencent launched WeChat
Nowadays, this software is the most important mobile application in China, with more than 980 million monthly active users, and an average of each person communicates in the application 380 times a day, becoming one of the "infrastructure"-level products in China's mobile Internet field. With the launch of WeChat mini-programs in 2016 and the popularization of WeChat payment, the WeChat ecosystem is becoming increasingly mature.
On June 6, 2013, Snowden revealed the " Prism Door " incident
Edward Snowden is a former outsourcing employee of the National Security Agency . He revealed to the media that the "Prm Door" incident shows that since 2007, the US government has secretly monitored the email, phone number, and social networks of citizens of various countries. Technology giants such as Facebook, Google, , Microsoft, and have been accused of cooperating with the government and submitting user data. The incident caused a global uproar, forcing the United States to rethink its security policies and prompting ordinary users to be more vigilant about technology giants.
In March 2016,
Artificial Intelligence AlphaGo defeated human chess player Lee Sedol
DeepMind, the artificial intelligence Go software AlphaGo developed by DeepMind defeated Lee Sedol 4:1 in 5 games, becoming the first artificial intelligence to defeat the Jiudan chess player without using the help of letting the pieces, arousing the attention and expectation of the whole society for artificial intelligence. The victory of AlphaGo also means that under new methods such as neural networks and reinforcement learning, artificial intelligence has ushered in a new stage of rapid development.
In November 2016,
Facebook "fake news" was accused of affecting the US election
Facebook CEO Mark Zuckerberg once responded strongly and denied it, but in a later internal investigation, Facebook also found that customers from Russia bought a large number of advertisements to interfere with the fairness of the election.
On July 25, 2016,
Yahoo's core business was acquired by Verizon
At the beginning of 2016, Yahoo's news that it might sell its main business. In the end, Verizon announced the acquisition of Yahoo for $4.83 billion, which split its holdings of Alibaba shares during the same period. Since then, the glory of the PC portal era represented by Yahoo has come to an end.
In July 2016, the
AR mobile game "Pokémon GO" hit the world
This is an augmented reality (AR) pet development battle RPG mobile game jointly developed by Nintendo , The Pokemon Company and Niantic Labs, a subsidiary of Google. Two months after it was launched, the total number of downloads of this game worldwide exceeded 500 million times, and once doubled Nintendo's stock price.
Since then, as the popularity of the game gradually weakened, the related investment bubble burst, but this is still considered a key step for AR technology to enter the consumer market.
In the past 10 years, new technologies have been constantly appearing to change the world.
(Reporter | Yuan Silai)
On September 10, 2008,
The world's first large-hadron collider was put into use
This is one of the most expensive and complex experimental facilities in the world, used to study the origin of the universe, the characteristics and interactions of various elementary particles. Among the various new discoveries announced during its operation, the most well-known one is the Higgs boson, the "God Particle" confirmed in 2016.
On September 28, 2008,
SpaceX Falcon 1 successfully arrived in space
This is the world's first liquid orbit rocket , which was funded by a private company and successfully entered the earth's orbit. Since then, NASA (NASA) has signed a $440 million contract with SpaceX, which will develop the next generation of manned spacecraft for NASA to replace the space shuttle.
In 2017, SpaceX's Falcon 9 launch vehicle successfully transported materials and expensive equipment to the International Space Station. Private companies have begun to gradually participate in aviation flight services.
June 7, 2010,
The last smartphone in the era of Jobs was released. The iPhone 4 was released. This is also the last iPhone released by Jobs when he was alive. Its body design and functions are still of great reference significance for the current 4.7-inch and 5.5-inch screen iPhone. The final sales of iPhone 4 exceeded 90 million units, making it one of the best-selling series of iPhones at that time.
In June 2012, Google Glass officially launched
Because it integrates functions such as taking photos, video calls, GPS, and Internet access, this augmented reality (AR) hardware is considered one of the key products of wearable smart hardware devices. Although
has not been truly widely consumed by ordinary people due to various reasons such as technology and promotion, its launch has triggered long-term discussions on cutting-edge technologies such as smart wearable devices and AR in the future.
In 2012, GPU began to be used in deep computing and artificial intelligence development
In 2012, two graduate students, Alex Krizhevsky and Ilya Sutskever, the "father of neural networks", used convolutional neural networks and deep learning models to win the championship in the image recognition competition that year's ILSVRC. Krizhevsky and Sutskever creatively adopted a new GPU-centric processor in the game, reducing the recognition error rate to 15.3%, which attracted widespread attention.
Since then, GPU has begun to be applied in deep learning, laying the foundation for the development of artificial intelligence. At present, whether on the server side or on the personal computer side, GPU is already a computing platform that is on par with CPU.
On September 3, 2013,
Communication hardware giant Nokia announced the sale of its main business
Microsoft announced that it will acquire Nokia's mobile phone manufacturing business, equipment and services business, Lumia brand, Asha brand and a 10-year non-exclusive patent license for 5.44 billion euros.
Nokia has been going from being the leader to being sold in a miserable few years, and the deal also marks the end of the feature phone era.
2014 to 2017, VR went from explosion to cooling
On March 26, 2014, Facebook announced the acquisition of immersive virtual reality technology company Oculus VR for a total price of about US$2 billion, opening the prelude to VR. However, this craze has cooled down quickly due to the unclear commercialization path and the technology is not yet mature, and VR has not yet been used explosively.
On November 6, 2014, Amazon released the Echo smart speaker
, a product that had no press conference and no CEO's platform to shout, sold tens of millions of units in just three years. Echo, supported by Amazon's artificial intelligence assistant Alexa, has since become an important entrance to smart homes, and has attracted large companies such as Google and Apple to launch similar products to compete.
In May 2017, "super high-speed rail" Hyperloop
completed the first full vacuum driving test
Hyperloop is an idea launched by Tesla CEO O Elon Musk in 2013. Its ultimate goal is to use pneumatic and electromagnetic acceleration systems in the vacuum pipeline to increase the maximum speed of small-scale "capsule trains" to 1,200 kilometers per hour, and it can cross the United States in just 45 minutes. In this test, the test car increased its maximum speed to about 113 kilometers per hour in 5.3 seconds.
November 10, 2017,
IBM 20-bit quantum computer is invested in commercial
Compared with traditional computers, quantum computers have amazing computing power, and IBM is the first company to build quantum computers on the scale of 50-bit qubits. With the rapid development of technology, the computing power of chips will reach the physical limit. "Moore's Law" fails, and improving computing power can only be achieved by accumulation. Once advanced quantum computer technology is truly mature, the computing power limit that humans can reach can now be surpassed.
In the past 10 years, you have become more and more interested in buying.
But some brands are not good.
(Reporter | Liu Bingting, Huang Hanyu, Zhang Rui)
In 2008, the Beijing Olympics gave birth to a trend of sports consumption in China
Sports clothing brands represented by Li Ning and Adidas began to open stores wildly, and then they experienced inventory crisis from 2010 to 2012. Since then, Li Ning has lost the position of top Chinese local sportswear brands. Many "Jinjiang" brands have been in a slump. Even Adidas, which has always been cautious, has set a red light on performance in China.
In 2009, the Double 11 Shopping Festival was born
Taobao Mall (renamed " Tmall " in 2012) held the "50% off" promotion event on November 11, which netizens called "Single's Day". A total of 27 brands participated that year, with sales of 50 million yuan.
Since then, as more and more brands have participated and constantly refreshed sales, Double 11 has not only become the most important festival on Tmall every year, but also a shopping carnival that most e-commerce companies, including , JD.com, and Vipshop, participated in.
In 2009, 7-ELEVEn entered Shanghai
. The three major Japanese convenience stores 7-ELEVEn and earlier Rosen and the whole family entered China's first-tier, new first-tier and second-tier cities one after another, Carrefour and Yonghui also began to try small store formats close to the community, and Alibaba, JD.com, and a number of startups also began to extend their tentacles to convenience stores.
convenience store will inevitably become the most dense and most frequently contacted consumers in the future. It has higher profit margins and more possibilities for differentiation. Whether it is traditional retail companies, Internet companies or fast-moving consumer goods brands, they all want to have more intersection with it.
From 2010 to 2013, the Thousand Group Battle
Due to the low entry threshold and clear cash flow, thousands of group buying companies were established from 2010 to 2011, including Meituan , Nuomi.com, Wowotuan, Lashou.com, etc. The war has rushed forward through multiple dimensions such as financing competition, advertising investment, urban competition, and price competition. From 2012 to 2013, most companies went bankrupt due to poor management. In 2014, the only strong competitors in the market were Meituan, Dianping and Nuomi.com. In 2015, Meituan and Dianping merged, and the merger of Xinmeida became the largest player in the O2O market.
In 2012, P&G and Pepsi performance stagnated, and
"Popular Products" is no longer the glory of
P&G, Unilever , Nestlé, and Coca-Cola have encountered obstacles. Consumers are no longer satisfied with mass products that only provide basic functions, and their needs are changing faster and faster. The huge "mass products" were once the cornerstone of the development of fast-moving consumer giants into behemoths, but now they have become an obstacle to their transformation process.
32012,
Walmart, Carrefour opened hypermarkets, and closed stores in China.
In 2012, Parkson began to close stores in China, and offline shopping malls began to pay attention to "selling experience"
Department stores are simply selling goods, gradually withdrawing from the stage of history, and replaced by shopping malls with more diverse business formats. The latter provides a one-stop experience in shopping, dining, movies, sports, and dating gatherings. Some even moved zoos, art exhibitions and parent-child recreation facilities into the mall, transforming the mall from shopping places to leisure and living places.
But be careful, shopping malls are opening more and more now. With the explosive growth of the industry, it will also face a round of homogeneity and survival of the fittest.
From 2012 to 2015, cross-border e-commerce gradually emerged
In 2012, overseas shopping became a new trend. A statistics released by Alipay show that during the "Black Friday" in 2012, the total cross-border consumption of domestic consumers increased by 140% year-on-year. Some credit cards have begun to launch cross-border promotions for "Black Friday". In 2015, some e-commerce platforms such as Taobao and Amazon that launched cross-border e-commerce services began to participate in the "Black Friday" promotion, bringing overseas shopping from niche to mainstream. In the same year, the government launched a pilot program of bonded zones, and some emerging e-commerce companies began to try the bonded warehouse model, thereby improving logistics efficiency and shortening transportation costs, and consumers' cross-border shopping experience became better.
In 2013, "You From the Star" became popular with Korean makeup
After the Korean drama "You From the Star", Korean makeup, who is good at product innovation and creating hot gimmicks, became a new star in the beauty industry.AmorePacific Group, which owns brands such as Lanezhi, Incisive Wind, and Snow Show, had sales in China in 2013 of 1.96 billion yuan, and in 2015 this figure became 4.02 billion yuan. In the following years, both the local Chinese brands and the once prestigious European and American brands were learning from Korean makeup the ability to quickly test the market, quickly change products, and create popular products. But the vitality of the film and television effect is ultimately limited.
The new trend of consumers' enthusiasm for "daughter brands" in recent years finally proves that no matter how superb the marketing methods and how innovative the product usage and presentation form are, in the long run, what remains are still products with better quality.
In 2014, Muji opened a "world flagship store" in Chengdu.
Lifestyle brand is recognized
People have more ideas about home life. Their demand for products is no longer limited to functionality, but expects them to have unique style, appearance or fun. They are also more willing to pay a higher brand premium for home life products. NetEase Yanxuan has high turnover since its establishment in 2016, Xiaomi 's Mijiayoupin , Alibaba's Taobao Xinxuan's follow-up in this field, and the cross-border of some fashion brands to the lifestyle field are all affirmations of this trend.
In 2015, Stan Smith and "coconut shoes" became popular, and
Sports and leisure trends were prevalent
Sports clothing brands have targeted female consumers and have also begun to shift the focus of product publicity from emphasizing professionalism to emphasizing fashion and casualness and daily wear.
Look at the development trajectory of Adidas and Nike . You will know that it is dangerous to not grasp this "sports and leisure style" brand - Adidas is regaining lost ground in various markets around the world by cooperating with entertainment stars, and Nike is facing doubts from investors because of its "specialization".
In 2015, JD.com acquired a stake in Yonghui
followed by Walmart investing in JD.com in 2016, and Alibaba invested a stake in Gaoxin Retail in 2017. Traditional offline retail and e-commerce platforms, which have encountered growth bottlenecks, have begun to cooperate, and some companies have also begun to try new retail formats represented by "Hema Fresh".
offline stores still have advantages in location selection, warehousing and experience, while online platforms are better at data analysis, improving efficiency, providing convenient solutions and manufacturing new concepts. Obviously, no single business model can take over the entire retail fast-moving consumer goods industry.
In 2017, the new tea drink brand Heytea received 100 million yuan in investment
The popularity of Heytea not only brought innovation to the chain tea drinks, but also told the brand how to quickly attract the attention of young consumers in the Internet era. Heytea does not recognize it as an "Internet celebrity", but in addition to standardizing production processes and providing stable quality products, whether it is a local company or a foreign brand, it can learn how to operate a brand on social networks and become a "topic star".
In the past 10 years, Jobs influenced a generation of people
(Reporter | Zhang Jing)
From 2010 to 2011, Jobs left his posthumous work
From 2010 to 2011, Apple successively launched the iPhone 4 and iPhone 4S, which not only became the benchmark for smartphones, but also allowed design thinking to influence a generation of people. Subsequently, the launch of the iPhone 5 made flat style mainstream design. Nowadays, people can’t shy away from talking about iPhones.
In 2011, 3D printing began to become common
After the technology matured, the efficiency was increasing and the cost was getting lower and lower. The desktop 3D printer developed by MakerBot in New York was loved by designers. 3D printing not only creates new items, but another change it brings is that designers no longer pursue controlling the final form of the product, but designing methods that allow others to personalize the final product.
In May 2012, Wang Shu won the Pritzker Prize
In May 2012, Professor Wang Shu of the Chinese Academy of Fine Arts won the Pritzker Prize, the highest award in the architectural design industry, becoming the first Chinese architect to win the Pritzker Prize. He disagrees with China's rapid urbanization and expresses his objection with his unique architectural style.
smart hardware began to appear
In 2012, Pebble smart watches and Nike+FuelBand were born, and smart hardware later became a popular category. The trend of smart wearables has also emerged in the fashion field. This phenomenon gradually became colder after a few years. In 2015, the Apple Watch was born.
In 2013, design thinking entered mainstream business
In 2015, Burberry CEO joined Apple
In 2018, IKEA founder Ingva Kamprad passed away
The birth of this company has changed the daily life of people all over the world. It also pays attention to the design and future development trends of daily furniture, making design democratic. In 1998, IKEA officially entered China.
In the past 10 years, advertisers have been busy looking for Bei
(Reporter | Zhang Jing)
2008 to the present, the advertising price of "Super Bowl" has been rising
From 2008 to the present, the 30-second advertising price of "Super Bowl" has been rising every year, and this year is $5 million. There were 102 advertisements in 2017, the most intensive one in history. Despite the cost, according to a Genesis Media survey, 90% of people who have seen these ads will not buy advertising products.
In 2012, the scale of programmatic purchases in
In December 2012, the scale of programmatic purchases in the advertising industry reached US$2 billion. "Precise marketing" is becoming more and more daily.
In October 2016, Dentsu refunded
In October 2016, the advertising company Dentsu, which accounts for 1/4 of the Japanese advertising market, returned US$2.3 million to its hundreds of customers because of exaggerating the advertising effect. Previously, Facebook admitted that it had made mistakes in calculating the average time users watch video ads on their websites, and the statistical results were 60% to 80% higher than the real situation. Many advertisers have added programmatic purchases in-house. The trust crisis in the advertising industry is getting deeper and deeper.
In 2017, the China Independent Creative Alliance was established in Shanghai
In 2017, the China Independent Creative Alliance (CIA) was established in Shanghai. The first batch of alliance members include 15 local independent creative companies, 4 of which were established after 2016. They cannot tolerate the efficiency of large companies and the conservatism of global customers, and choose to establish their own doors. Also in this year, Publicis Group established a partnership with Alibaba, while Dentsu Aegis Group reached a global strategic cooperation with Tencent.
In 2018, about 40% of the world's advertising expenditure was invested in digital channels, and
slightly higher than the TV channel
According to the KPCB report, Google and Facebook accounted for 75% of the total new Internet advertising expenditure in 2015. In the first quarter of 2016, 85% of new digital advertising spending in the United States went to the two companies.
In the past 10 years, traveling at will has become easier
(Reporter | Wu Yangyang)
In July 2008, mainland residents traveling to Taiwan officially launched
Mainland residents traveling to Taiwan First, the mainland passenger team tour model was piloted in some cities, and on June 28, 2011, the individual travel of mainland residents to Taiwan was officially implemented. This open policy has opened up a wave of mainland tourists traveling to Taiwan.
In August 2008, Airbnb founded
Airbnb pioneered a way to stay in the idle living rooms or rooms of local residents, subverting the business model of the traditional hotel industry and becoming a threat to those hotel chains that are not large enough.
From June to October 2015,
Ctrip acquired the two largest competitors of the past, Art Long and Qunar
Qunar , and once seized a large number of users of Ctrip (at that time, Ctrip mainly sold air tickets and hotel rooms as an agent of aviation and hotel companies, and the latter was forced to reform into the same model, but still could not keep up with Qunar's innovation speed.
In 2015, 120 million outbound tourists in China were close to the population of Japan, an increase of 25% over 2014. Among them, the post-85s became the largest group for outbound travel, and free travel surpassing group travel has become the main way of travel, accounting for 62.5%. Tourism consumption has also grown for four consecutive years, exceeding international trade.
50
In September 2016, Marriott completed the acquisition of Starwood
. The acquisition gave birth to the world's largest hotel chain. The merged company operates a total of 5,500 hotels, which greatly improved Marriott's ability to compete with shared accommodation companies such as Airbnb.
Tomorrow, you will see the business events that have happened in the past decade in the finance, real estate, fashion, automotive, entertainment and sports industries. Stay tuned.
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