Over the years, technology and commerce have grown faster and faster, and we are simply running into the Internet age. As a generation that accompanied the birth and growth of the Internet, we are all important forces driving the development of the Internet, and we have both feelings and trust.
However, today, people's trust in the Internet is getting lower and lower. The loss of trust leads to higher and higher operating costs of the Internet, and it also drives the overall transaction cost of society.
For these, look in my eyes and hurt my heart.
The content is not credible: the ear is false, the eye is not true
A few years ago, when we got information from the Internet, the elders rebuked us: "You don't believe in online things!"
Today, a few years later, when our elders forwarded the rumors posted on the Internet to us, our usual reaction was: "You don't believe in online things!"
Undoubtedly, through the Internet, we can obtain information more conveniently; however, it is more and more difficult to identify the authenticity of information, and the cost of obtaining accurate information is increasing. There are three main reasons:
First, the channels that accompany the generation of information are becoming wider and faster, and the fragmentation of information is getting higher and higher. Only a small part of the information is valuable, even if there is only one valuable information. The fragment is accurate. In order to falsify the truth, it is not only necessary to capture key fragments from the massive information, but also to complete the accurate fragmentation, which is very difficult. Second, the level of technology for information processing is getting higher and higher, and the cost of fraud is getting lower and lower. Whether it is the PS of the picture or the processing of audio and video, it has reached a level of realism. The era of "there is a picture of the truth" has passed. Even Tencent Technology can't tell the truth of the screenshot of Ma Huateng's private letter dialogue. Who do you believe? Third, the "eyeball economy" and "fun and fun" have become the biggest driving force for false information, and even for this. Some people forge content to create topics, just want to increase fan traffic; others also make and disseminate untrue content with a joke, even to be able to deceive others. The works of these intentional counterfeiters are more difficult to identify.
The height of the road is one foot high. Because of the lack of warning and deterrence of forging false information, the beneficiaries (both material and spiritual) will far outweigh the penalties, so the cat and mouse games will continue to play.
At the same time, due to the limited ability to grasp information, individuals on the Internet will intentionally or unintentionally become producers and communicators of fragmented information, false information, and false information. Although we can all defend our own behaviors, the cost of Internet untrustworthiness will ultimately be borne by the society as a whole. As a snowflake, we are actually responsible.
Unbelievable behavior: concerns about big data and privacy
Once upon a time, we didn't mind getting free information from Internet companies and handing over our personal information and even private data. This is because the Chinese people are not aware of their self-protection, and because they feel that this will not cause any trouble. When receiving one after another harassing call, one bite is that the operator leaked the customer information and number, completely imagining that this is the information that I personally filled in when registering a business.
Almost every country has been harassed by telemarketing and spam messages, and sometimes the information is quite accurate. For example, after registering with the real estate agent, it has received numerous inquiries, and when the car insurance is about to expire, it will receive quote information from various insurance companies. . What kind of information is leaked from this channel? What kind of punishment should be imposed on illegally acquiring and buying private information? The industry has been paying attention to and discussing this issue for a long time. However, for various reasons, these problems were only after the Xu Yuyu incident. Pay attention to and start to solve.
Compared with the harassment after the information is leaked, the Internet companies are even more stunned by the high-tech things.
Thanks to the propaganda and dissemination of the Internet, ordinary people have known the concept of "big data". Behind the high valuation of many Internet companies, it is the precise marketing supported by massive data. At first, many people didn't mind letting Internet companies know their behavioral characteristics, hoping to recommend some suitable products for themselves. However, a few strange things are alarming:
One is to find that Internet companies engage in "price discrimination," and the same product has different quotations for different customers.
This was originally a normal business rule, but on the one hand it was the object of subversion of Internet companies. On the other hand, the topic of “killing†was easy to bring traffic, so it became a hot spot.
The second is to suspect that they are in the state of being monitored by the Internet.
After searching for information on Baidu and Taobao, I received relevant push marketing information. It seems that everyone has become accustomed to it; however, I have heard such remarks from time to time: "I said something on WeChat (or phone) and I was pushed right away. The relevant advertisements must have been monitored by my communication content." Regardless of how Tencent clarified, customers still don't believe it is just a coincidence. It is no longer a case to assume that Internet companies are monitoring their own private information and reminding each other not to use these services.
I thought that my efforts could improve the lives of our customers. As a result, customers should stay away from the Internet for their own safety and interests. This makes the practitioners feel frustrated. The privacy protection of data security is not conducive to the negative impact of trust on the Internet. The price is even greater.
The commercial value of big data is exaggerated. In reality, it is mainly based on the realization of customer privacy. If such a company is sought after by investors, the more the security guarantee is not in place, the more the business value of big data is promoted, the customer is privacy. The more worrying the problem is, this will put the business environment into a vicious circle until it can no longer move.
The platform is not credible: can not live up to the trust of customers
The larger the platform, the greater the ability, and the more benefits you get from the Internet, the greater the responsibility. On the issue of maintaining and enhancing public trust in the Internet, Internet platform companies should play a greater role than other Internet participants (individuals and small and micro enterprises). This is both the responsibility of large Internet companies and their own interests.
The development of the Internet has greatly reduced transaction costs, making it easier and faster for us to purchase goods and services. For example, the e-commerce platform helps merchants and customers break the gap between time and space to establish a connection, greatly reducing the cost of finding suitable products for customers, and the cost of finding customers, especially the elimination of conventional multi-level distribution systems. Communication costs and contract costs can be significantly reduced. On the other hand, e-commerce companies have accumulated a total amount of transactions that are difficult for many traditional businesses to imagine, and can use scale advantages to reduce the cost of transportation and after-sales services for a single transaction.
A reduction in transaction costs is likely to mean an increase in other costs. Taking e-commerce as an example, in the face of a large number of merchants and commodities, users identify fakes or fraudulent methods. In many cases, they rely on the data, information and services provided by the platform. That is to say, customers must have sufficient trust in the platform. Will be assured to complete the transaction here.
What if the platform's data is brushed out? If the sorting is for the merchant to pay for it? If customers need more time, effort and cost on this platform to achieve a satisfactory transaction and generate higher transaction costs, will customers continue to be on this platform?
Therefore, even if the platform that provides the connection does not have to bear legal responsibility for the problem of the transaction, how long can the platform's vitality last if it loses the trust of the customer?
I don't want to smash the hot spots of the passengers, but this happened exactly when I wrote this article. As a trading platform connecting drivers and passengers, if the minimum security is not guaranteed, will it be trusted by the public and customers?
Reinventing trust is related to the sustainable development of the Internet
If a company loses its trust, the transaction costs will increase substantially, and the price will never go down. If an industry loses its trust? From the past experience, it often takes a heavy price, especially in the period of painful stagnation, and let the public opinion condemn in a round.
Therefore, Internet companies (especially platform enterprises) must face up to the crisis of trust step by step, and now there are still time and conditions to increase internal management and rectification efforts, and must not only hang on the dead words. On the mouth.
First, we need to strengthen content management.
The Internet's subversion of traditional industries is not only due to technological breakthroughs, but also to innovation in business models. Everyone's attention, communication, channel attributes, and social influence have become the commercial value for Internet companies. flow". Initially through the forward free + backward charging model, the size of the Internet enterprise and the size of the customer are growing rapidly, in order to flow; then, through various topic activities to attract customers in the network rate and activity, the purpose is to maintain traffic. As an entrance and platform, traffic can be widely advertised: I have a lot of traffic here, which can lead you to create more value.
Some people think that the Internet industry is going to make quick money, so many small Internet companies and individuals are eyeing short-term interests, and even want to earn a ticket to run. However, as a platform, we must recognize a problem: not all traffic can be done, yellow gambling should not be contaminated, human blood is not to eat, these seemingly fast and efficient topics and content is actually a cup of 鸩Wine, quenching thirst in the short term, long-term fatal.
Therefore, the platform manages the content, which is not only the requirement of the industry, but also the guarantee that the enterprise can continue to do so.
Second, we must improve operational management.
Internet companies talk about operations, the core is around user groups, activity, improve product experience, improve profit model and increase revenue, specifically planning and organizing various activities to enhance user loyalty and contribution. It can be seen that almost all of the operational behavior now is to grow, attack, and study how to run faster and run faster.
But how can we run steadily and run far? In this respect, Internet companies must learn from traditional enterprises. For example, the sound security mechanism, the response to customer complaints, and the coordination with government agencies, these problems have not disappeared because of the development of the Internet, but because of the new form of digitalization, it needs to be improved with more advanced technology. Its own operation management reduces risks.
Internet companies are not blind to these problems, nor are they helpless with these issues. The key point is resource input. Because these inputs do not necessarily directly produce economic benefits, many are not effective in the short term, so if they are not forced to do so, often corporate managers are not willing to invest in these areas. In their eyes, it’s more cost-effective to settle a sum of money after an accident.
However, there will be problems that cannot be solved by money, such as life.
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