■New Express reporter Chen Xuedong
Transformation and reshaping will run through the Internet industry in 2022.
At present, the consumer Internet has entered a growth bottleneck period, the growth rate of "super App" users has slowed down, and Internet giants have moved from a period of rapid growth to a mature stage. Data from the National Development and Reform Commission show that as of the end of July, the number of mobile Internet users in my country reached 1.455 billion. The existing market has become saturated, and new breakthroughs are necessary if we want to continue to develop.
In this year of integration changes, Internet giants are rushing to seek "real" solutions. They have taken the digital transformation of the real economy as their starting point and raised the integration of digital and real to an unprecedented strategic height.
Born to be "real"
In January 2022, the " "14th Five-Year Plan" Digital Economy Development Plan" clearly regarded "deep integration of digital technology and the real economy" as the main line of the development of my country's digital economy , and proposed the development goal of "significant improvement in the level of digital industrialization".
The integration of data and reality is the key to the digital economy. Since the beginning of this year, Internet giants have followed the trend, deeply cultivated the digital real sector, and organically integrated the technology accumulation in the consumer Internet era with traditional enterprises, with remarkable results.
Tencent 's third quarter report shows that financial technology and enterprise services (digital and real sector) revenue was 44.8 billion yuan. grew 4% year-on-year, accounting for 32% of total revenue from 30% in the same period last year. It surpassed the online game sector and became the key engine driving Tencent's performance development.
Alibaba's 2023 fiscal year second quarter financial report (i.e., the third quarter of 2022) shows that during the reporting period, the company's cloud business revenue from non-Internet industries increased by 28% year-on-year, accounting for 58% of the segment's revenue. Mainly due to the strong growth in revenue driven by the digital demand of non-Internet industries such as finance, telecommunications and public services.
"In the next three years, JD 's own brand will focus on building more than 500 industrial quality demonstration factories to promote the quality upgrading of the manufacturing industry." The person in charge of JD's own brand said that my country's manufacturing industry is in a critical period of structural adjustment, quality and efficiency improvement. However, in the complex and long industry chain of traditional manufacturing enterprises, many upstream manufacturers and downstream consumers often "do not know each other." JD.com’s own brands help factories continuously improve efficiency with extremely short links directly connected to production and sales. Zhao Gang, president of
Saizhi Industrial Research Institute, said that in 2022, digital-real integration will be a key business that Internet giants are actively deploying, and it is also one of the important directions for the transformation of the platform economy.
Say goodbye to "volume" growth
Faced with the bustling 618, Double 11, and Double 12 in previous years, the leading e-commerce companies have become much colder this year. Alibaba and JD.com even failed to release GMV data for the first time. Double 12 has become a "tasteless" silent event. Instead, it is the finale of the New Year's Festival, and leading e-commerce companies have become more high-profile.
At the same time, leading e-commerce companies pay more attention to cost reduction and efficiency improvement, starting from reducing labor costs and operating expenses. Alibaba, JD.com, and Pinduoduo have greatly reduced their marketing expenses and at the same time reduced the number of personnel. In January 2022, Jingdong CEO Xu Lei also mentioned at the annual meeting of Jingxi Pinpin, its community group buying business, that in the next ten years, Jingdong will change the supply chain, and Jingxi Pinpin plays a very important role in it. But just two months later, Jingxi Pinpin was shut down in more than 20 provinces across the country, leaving only Beijing, Chongqing, Langfang and other cities. The shrinkage of Jingxi Pinpin also announced the beginning of JD.com’s cost reduction operation in 2022. Saving money and ensuring profits have become JD.com’s focus this year.
In addition, Tencent is also taking actions to reduce costs and increase efficiency. In May, Tencent Chairman and CEO Ma Huateng and President Liu Chiping held a strategy meeting in Shenzhen with the company's management cadres with the theme of "cost reduction and efficiency improvement". Tencent has cut off more than a dozen products that have suffered long-term losses and have low strategic value, including Kandian App, e-commerce platform Xiaoe Pinpin, digital collection platform Huanhe, Tencent Wi-Fi Manager, Tencent Maps PC version, Sogou search App, etc.
The digital retail market has entered the era of stock. This year we have clearly seen that Alibaba, Tencent, and JD.com are strategically shrinking, while Pinduoduo is still expanding.In addition, the leading e-commerce companies can also glean a glimpse into the survival situation of other e-commerce companies in the industry.
We can see that the "three giants" of digital retail have their own strengths and weaknesses, but they reach the same goal in different ways: Alibaba focuses on developing new businesses, while Taote, Taocaicai enter the track as latecomers; JD.com focuses on supply chain and logistics technology, and uses technology to empower itself; Pinduoduo continues to delve deeply into agriculture, focusing on R&D investment, coming from agriculture, and going to agriculture.
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