Netease Buddhism is to b, smart enterprise is weak

In the era of Web 1.0, domestic Internet giants are not BAT, but NetEase, Sohu and Sina (NSS), Ding Lei, Zhang Chaoyang and Wang Zhidong also known as "Three Swordsmen of the Internet".

Time has moved, the Internet is turbulent and unpredictable. Last year, Sina completed the privatization and delisted from Nasdaq. The rest of the two now stayed in the clouds, although they took the mud, have lived differently. From the perspective of the stock price, Netease is the most popular one in NSS.

But even so, Netease still hovering in the second echelon of the Internet giants today is known as an evergreen tree in the industry, but they are always facing the risk of being overtaken by the new generation.

The disappearance of the C -side dividends made major players realize the importance of walking on the two legs, and scrambled to eat the cake in the TO B market. But compared to BAT's big swords to TO B, NetEase's movements seem to be thunderous.

After forming a formal teacher to B in 2015, NetEase established four service brands, which are affiliated with four major business departments. At present, the corporate service track in TO B is burned, while NetEase Smart Enterprises in the four major brands take on the mission of NetEase's important grasps in this field. Large business sector.

Among them, Netease Sevenfish, which focuses on the customer service SaaS market, is six years old this year. It has named the fastest "Fishfish" homophonic in nature. As one of the earliest products of NetEase To B test water, Netease Qiyu has been highly hoped, but whether it can lead a leading role, there are still many ways to go.

NetEase's current major business performance is remarkable, but the future is not easy to conclude. The game version number is limited, Netease Cloud Music has not been profitable for the time being, and there is a transformation period. Netease Koala has already been sold in the e -commerce business. The reserved Netease strictly selected because the contribution income was small. Other business".

Therefore, can the NetEase To B business be rapidly developing as a future growth point? How will NetEase smart enterprises eat cakes with BAT? Can I highlight the siege or will I go to Koala sea purchase?

Buddhist layout

"If anyone is the most conservative, most patient, most likely to live for a thousand years, and wait for the people who are dead to clean up the battlefield, it must be Ding Lei." Ten years ago, technology media People Cheng Lingfeng once evaluated the founder of Netease.

In the era of seductive Internet, most of them are those who chase the wind. Among them, NetEase is slow to be like a "clear stream".

Once upon a time, when e -commerce, social, O2O, and live broadcast swept up, they were active or passive. In the end, NetEase passed by with these air outlets. In Ding Lei's view, the wind will disappear, the wind direction will change, only people's hearts remain unchanged, and user needs are surviving.

NetEase's "slow" philosophy is also reflected in the development of the B -side business.

In the spring of 1998, BAT has not been born. Netease made the first bucket of gold to Guangzhou Telecom with the selling mailbox system. In the age when the C -end concept of the B -end C -end could distinguish between the C -end of the B -end, NetEase ate the fruit of the B -end business early.

Perhaps it is dismissive of the air outlet, or maybe it is a rhythm that is accustomed to it. When the tissue structure adjustment of the B -side is actually carried out, NetEase is a step slower.

In 2015, Alibaba first carried out the adjustment of organizational structure, launched the strategy of "large and medium platforms, small front desks", and laid the foundation for the strategic shift of business strategy. To B; Baidu also upgraded the original Intelligent Cloud Business Department to the Intelligent Cloud Business Group to carry the AI ​​TO B business and cloud business at the same time.

Although in 2015, Netease launched the first TO B product Netease Yunxin and began to deploy corporate services, and then released Netease Qiyu and Netease Easy Dun, but it was not officially established in 2019 to form an organizational structure and set up the smart enterprise business department. It is affiliated to the NetEase Hangzhou Research Institute.

In addition to the first step in the organizational structure of the knife, BAT is crazy in the investment and layout corporate service track.

IT Orange Data shows that in 2019, in 2019 when Netease just set up the Intelligent Enterprise Division, Alibaba invested 9 in corporate services and acquired 4 meters; Tencent invested 13 , M & A from 1. As of June 30, 2022, NetEase has only had five investment in corporate services in history.

In 2020, Netease began to integrate Netease Qiyu, Netease positioning, and NetEase mutual guests, and released "Netease Cloud Business"; at the beginning of last year, Netease Yi Dun joined Netease's smart enterprise. At this point, Netease Intelligent Enterprises have included the three major business segments of NetEase Yunxin, Netease Easy Dun and Netease Yunshang. They are mainly PAAS and SaaS to locate one -stop enterprise service providers.

Seems to be frequent internal movements, and there is a posture of shaking off the sleeves. But as of now, the status of NetEase's smart enterprise is still very embarrassing.

Turning the wind

The financial report in 2021 shows that NetEase's net income in 2021 was 87.6 billion yuan, and the net profit attributable to the company's shareholders in 2021 was 19.8 billion yuan. The innovation and other businesses including NetEase Intelligent Enterprises and other To B business have contributed only 14.15%of revenue even if they include NetEase's strict selection business.

In 2020, Ruan Liang, the person in charge of the smart enterprise, said: "I believe that with our development, we will definitely appear on NetEase's financial report." Behind confidence, it also makes people hear the helplessness of veterans.

In the business of Netease's smart enterprise, Netease Qiyu, as the backbone of China, is not easy to be stressful. At present, artificial intelligence technology is constantly developing, and the customer service industry is also facing transformation and upgrading. Smart customer service has become an important part of the application of artificial intelligence in enterprises. Head Leopard's "Inspecture of China's Intelligent Customer Service Industry in 2021", the current infiltration rate of smart customer service leaders in various fields, the four major areas with the highest penetration rate are financial industries, e -commerce retail industries, tourism travel industry and government affairs industry.

In the NetEase Qiyu's industry solution, it mainly focuses on the e -commerce industry, education industry, smart government services, and fresh e -commerce. In the e -commerce industry, Netease Qiyu is facing the resources and gene advantage pressure of Alibaba Cloud customer service owned by Ali, the boss of e -commerce.

In addition, the above report pointed out that the smart customer service track products are homogeneous, the industry has not yet experienced an oligopoly effect, and the competition barriers are not firm.

The current common functions of NetEase Qiyu's omnichannel access, intelligent robots, customer service, user behavior insights, intelligent marketing and unified management analysis industries cannot provide the moat on the product. As a comprehensive solution manufacturer, in addition to Ali, Baidu launched Baidu Cloud customer service. Tencent, which has outstanding audio and video advantages, also launched Tencent's enterprise smart customer service. In terms of ecological capabilities and customer acquisition advantages, where are the advantages of NetEase Qiyu's own advantages?

Ruan Liang once revealed that "From the perspective of the group, Ding Lei recognized TO B's business very much, and the goal of formulating the business business was to maintain previous growth and realize it every year."

Data source: IT orange, deadline time: June 30, 2022

The To B field needs to invest high, and corporate services are a long -term battle. In the eyes of BAT, the corporate service business is a citron worth investing in a lot of manpower, material resources, and financial resources. At present, the development of Netease is still game, music and the way. To spend on the blade, how much is NetEase's "preference" of NetEase smart enterprises, which is marginalized in the financial report?

At present, NetEase's smart enterprise has entered the unknown "Golden Beast" Yuan universe. People who do not like the wind, unknowingly became the person who chased the wind. Is this outlet chasing? Can it help Netease's intellectual enterprise to realize the expectations of Ding Lei's growth? Still want to make a question mark.

Backing cloud

It can be seen from the investment action that NetEase's play is different from BAT. The former focuses more on its own business, and the latter tends to lay out ecology.

Since landing in Nasdaq in June 2000, the market value of NetEase has been from the lowest at the lowest at the lowest to $ 20 million to the current $ 60.7 billion, which can prove that the play has indeed its advantages, but whether this success can be copied to the TO B business I am afraid the answer is not true.

Starting slowly, it can be understood as "careful observation" in Netease's gene. Compared with the C -side business, the customer migration cost of the B -end business itself is high, and the slower start means that the customer arches and people. It was this caution that made Netease divide the cake in the cloud market.

IDC's "China Public Cloud Service Market (2021 Second Half of 2021)" reports that in the Chinese cloud market, the top five Alibaba Cloud, Huawei Cloud, Tencent Cloud, China Telecom Tianyi Cloud and AWS have always occupied more than 70%of the markets Purchase.

Cloud computing is divided into three parts: the underlying IaaS, the PAAS on the middle layer, and the SaaS on the upper layer. The stronger the pricing ability and the higher the gross profit margin. The current NetEase has chosen the field of PaaS+SaaS in the To B business, which can be regarded as a different approach, and avoids the IaaS layer of heavy asset investment and monopoly by the giant. But what to escape means that it will be limited.

Cloud service manufacturers are basically inclined to provide comprehensive cloud services in multi -field and multi -service forms. When layout to B B, players such as BAT and other players have not let go of the bottom -level IaaS construction outside the layout of PaaS and SaaS. This is because IaaS is the foundation of enterprise -level services and provides basic computing power, which can provide stable and reliable infrastructure support for the upper -level business and applications.

When the byte beating into TO B in 2020, a volcanic engine business was formed to launch products and services for cloud computing applications and intermediate layers. It also cut into the SaaS and PaaS market. Later, on the way to the strong layout of To B, he failed to bypass the construction of the IaaS layer. At the end of last year, the volcanic engine officially entered the IaaS market.

Bypassing the construction of the IaaS layer, choosing PaaS and SaaS with lower thresholds, is indeed a good choice for the current NetEase that needs to maintain high investment in the current games, music and the way. But this also allows them to rely on the underlying architecture built by other LaaS players, and most of these players also have their own PaaS and SaaS services. Netease without IaaS backer has to be cut off the wall.

Back to NetEase is also limited by Netease's genes. Careful NetEase, and the BAT of the ecological ecosystem, meet on a narrow road on the track of TO B, may dare to stand at the forefront of the cake -cutting crowd.

Cloud computing itself is a slow business. The user stickiness of the To B industry has always been a moat. At present, several cloud giants have been eaten by most domestic market share. On the corporate service track, Netease intellectual enterprises must invest in a place. Multiple resources.

"Orphan" intellectual enterprise

Within Netease, the key business is closely related to Ding Lei's personal preference. Whether it is games, music or later pig raising, Ding Lei is optimistic about the product, NetEase will invest huge resources. A former NetEase middle level once bluntly said: "Netease is never a platform -based company. Ding Lei, who is self -proclaimed by product manager, is more internal management. It is more interesting management. It is difficult to obtain resources and support. In addition, the decision -making is strong, and many projects have no tails. "

From the beginning of the NetEase Koala, there was no upper limit, and later he could also see one or two of Ali.

If you want to build PaaS and SaaS on the corporate service track, there must be huge investment in funds as support. In the construction of the underlying architecture of ecological resources and clouds, NetEase is relatively weak compared to the first echelon. Although the current relying on the game business has sufficient cash flow, the music business has not yet achieved profits. Costs have also risen. Does NetEase have enough patience to wait until the day when the intelligent enterprise supports the family?

Facing without systemic resource support, in front of BAT's full investment and vertical To B manufacturer, smart enterprises may not be able to use the advantages of NetEase. Whether you can succeed in To B does not depend on whether you have the experience of B -end business before. The key is whether the internal combat is unified.

At present, the players of the TO B of the big betting are raising the hammer to open the barriers between the inside in order to form an efficient decision -making and cooperation mechanism. Ali builds a "cloud nail integration" ecology. Tencent recently announced that massive self -developed business has been comprehensively on the cloud to achieve open source coordination. To.

Although the TO B business of Netease has frequently adjusted its movements in recent years, it has floated on the tactical level, not strategic changes. The industry had previously commented on NetEase: "Netease products have no logical clues that are rely on before and after. In the face of campaign competition, various product lines cannot collaborate with each other, and they are actually fighting."

Netease still failed to solve this disease. Although it has a lot of star products, the diversion effects are limited. Four major To B brands were released on the B -side business. In addition to NetEase Intelligent Enterprise, NetEase Digital Sail is responsible for digital transformation. Netease Lingxi is responsible for systematic office. independent.

In the face of TO B's campaign -level competition, whether NetEase can serve B -end customers with long decision -making processes, complex demand, and high degree of customization, I am afraid that they still have to get a question mark.

At noon on May 29, 2020, the information of Netease was officially disclosed by the Hong Kong Stock Exchange after the second listing hearing. Ding Lei has also released the company's first shareholder letter in the 20 years of the company. At the end of the letter, Ding Lei preached: "Until today, we have not succeeded, we are still growing."

Although the business growth of NetEase smart enterprises and even the entire NetEase To B takes time, is it that the big tree of Netease can afford it?

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Author 丨 Jiarong Editor 丨 Yi Page

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