Big data in China

Chapter 15 China's first batch of 3 billion companies that value big data ([-])
Technology is always the engine of productivity.Only with excellent technology can we collect massive data and discover business opportunities, and then provide a full range of products.In this regard, Alibaba has spared no expense and has been sparing no effort to improve its cloud computing capabilities. In 2009, Alibaba Cloud Computing was established; in April of the following year, phpwind officially entered Alibaba Cloud Computing Co., Ltd. and became a strategic key product of Alibaba Cloud Computing; on August 4 of that year, Alibaba announced that it would cooperate with a third-party company specializing in eBay merchants Tool developer Auctiva reached an acquisition agreement, which further enhanced the radiation capabilities of Alibaba Cloud.

☆Data assets--life map
Data is wealth, but what is its yield tool?Alibaba provides data services to users with a practical concept of "life map". In August 2010, Alibaba injected USD 8 million into Yitutong and became the company's largest shareholder; in October 3500, Alibaba launched the Taobao map service; in May 2012, it purchased Gao 10% stake in German map.

☆Data flow - traffic statistics technology provider
In 2009, Alibaba invested in Wanwang and formed an alliance with it, with an investment amount of 5.4 million yuan; in 2011, Alibaba completed the acquisition of CNZZ, a traffic statistics technology provider; Two years later, in November 2013, Alibaba announced the acquisition of Youmeng, a mobile Internet statistical analysis company.It should be known that Umeng has data of more than 11 mobile applications. These data are considered to be of great value for analyzing user behavior and precision marketing of mobile e-commerce advertisements, and belong to the most valuable data stream.

☆Data Collection--Search Engine
In terms of search engines, there is Google abroad and Baidu in China. In October 2010, Alibaba also began to intervene in this field, as a strategic investor and Yunfeng Fund jointly invested in Sogou, with a total investment of 10 million US dollars.Although it took just over a year for Sohu to repurchase 1500% of the shares previously held by Alibaba in Sogou for US$2580 million, as early as investing in Sogou, Alibaba’s own eTao shopping search also failed. It has been established, and its functions are more specific and its value chain is more concentrated.

☆Data Expansion--Alibaba's Internationalization
After establishing its position as the number one e-commerce company in China, Alibaba continues to expand. On June 2010, 6, Alibaba acquired VendioServices, an American e-commerce SaaS provider. This was Alibaba's first acquisition in the US market.On November 25 of the same year, Alibaba announced the acquisition of Yidatong Enterprise Service Co., Ltd. in Shenzhen, making its Ali products ubiquitous.

☆Mobile Internet--data changes life
In the field of mobile Internet, no one wants to lag behind others. This is the battlefield where data truly changes lives. Controlling the mobile Internet platform means controlling the source of data and having the ability to collect all-round data.From November 2012 to the end of April 11, in less than seven months, Alibaba strategically invested in Momo, acquired Xiami.com and Moji Weather, and purchased 2013% of Sina Weibo’s shares for US$4 million. A series of strategic initiatives have been made in the field of mobile Internet to create blood for the data source of Alibaba Cloud Empire.

To sum up, the layout of Alibaba's cloud empire has always revolved around three aspects: brand strategy, big data strategy, and empire strategy.So far, Jack Ma has completed Alibaba's big data strategy. This small Chinese company was born in Hangzhou more than ten years ago. With the development of e-commerce in China, along the way, today it has become a company with Taobao. , Aliyun, Tmall, Juhuasuan, small business business and other pillar businesses of the huge empire.Alibaba's reality and dreams also herald the future development direction of China's big data industry.

In an adjustment in 2012, Alibaba formally established 7 major business groups, and based on big data, clearly proposed the CBBS market system, that is, from Taobao's C, to retailers, distributors B, and then to manufacturing Business B, and S is a service, oriented to B and C services in the entire industry chain.

Jack Ma said in an email to his employees: "We set up the CBBS large market system to improve ourselves, comprehensively improve the group's service capabilities for small businesses and consumers, and help small businesses survive the severe economic situation today and in the future. Overcome the difficulties of survival and growth, while allowing more consumers to benefit from the rich life of the Internet era. Ultimately promote an open, collaborative and prosperous e-commerce ecosystem."

According to this operating system, we can clearly see how big data thinking successfully plays a role in the e-commerce industry chain.For example, in the clothing customization industry, consumers who have needs only need to fill in a few questions about body shape such as height at a Taobao merchant, and choose the body shape in the picture, and the IT system will automatically based on the stored member data. Generate data with a matching accuracy rate of 90%, and then the merchant analyzes the data, and sends the size and material information of each part to the supplier on the Alibaba platform through the IT system; after receiving the order information, the supplier uses The corresponding raw materials can be produced immediately.

Under this system, Alibaba has established a complete data-driven e-commerce ecological chain, starting from the online transactions of consumers and distributors on personal consumption platforms (such as Taobao or Tmall), and by the enterprise trading platform (Alibaba International business and Alibaba small business business) are continuously supplied.Finally, the channel provider feeds back the individual needs of consumers to the manufacturer, and produces on-demand and personalized production for consumers.In this process, all transaction models are inseparable from the guarantee of "Alibaba Cloud".Alibaba's e-commerce service providers will provide thoughtful, timely and high-quality services to every link in the industrial chain.Sitting on the magic sword of "Alibaba Cloud", Alibaba's cloud empire has taken shape.

Tencent: big social strategy
Since its establishment, Tencent has always been a data predator in the mobile Internet and social fields. As many people are using QQ and WeChat, there are as many people who become Tencent's data source for free or even pay.In terms of social tools, Tencent's advantages are unrivaled. As early as 10 years ago, it established its leading position in the "social empire" that is far ahead in China.

At an economic summit in 2012, Ma Huateng, chairman and CEO of Tencent, said: "Social media advertising is still an untapped treasure, which is very worthy of our consideration." This shows that Tencent's potential market in the era of big data His foresight and ambition to control everything has been successful enough, but still needs work.

The result of thinking is that only two months later, Tencent announced the restructuring and re-divided the existing business into the corporate development group (CDG), the interactive entertainment group (IEG), and the mobile Internet business group (MIG). , Online Media Business Group (OMG), Social Networking Business Group (SNG) and Technology Engineering Group (TEG), and established Tencent E-Commerce Holdings Company (ECC) to focus on operating e-commerce business.

In the company's internal emails, Ma Huateng made a new definition of the "social field": "We want to strengthen the big social network." The specific method is to integrate the instant messaging platform QQ with the two major community platforms Qzone and Friends.com To become a large social network business group, and then form a social network platform with more scale effects, this is Tencent's big social strategy, and the implementation guarantee is its strong big data capabilities.

☆Dig out the treasures of social networking
Regarding this reorganization of Tencent, a senior analyst commented: "Tencent is focusing on the most promising business model in the current and future Chinese market, and the market with the best chance of winning is online games and SNS. That is to say , Tencent is preparing to mine social data treasures in the field of big data and pursue the establishment of its monopoly position.”

After this major adjustment, Tencent's social network business group is unprecedentedly strong, including the instant messaging department (including Tencent's core products such as QQ and enterprise QQ), Qzone and Friends.com.Moreover, according to its own data, the number of active accounts of Tencent IM has exceeded 7 million; the number of active accounts of Qzone has reached 5.5 million; the number of active accounts of Friends.com has exceeded 2 million.

What concept is this?It shows that the daily traffic of its advertising system based on Qzone and Friends.com can be as high as several billion.Wouldn't such high-quality resources be wasted if they were vacant on the Internet platform?For Tencent, fully developing and mining this golden treasure is the focus of the next step.

Before announcing the reorganization, Tencent first announced its social marketing platform, which shows that Ma Huateng has already made sufficient preparations for the chances of winning this war, and also reveals that domestic big data companies have turned to the advertising level to realize data marketing. The curtain of asset realization.At the same time, this change has another meaning: with the comprehensive upgrade of online media, advertising products and Tencent marketing methodology, Tencent hopes to create and control a market no less than a search engine in the future.

In this regard, Ma Huateng said: "We have made a lot of efforts, including traditional portal websites. Social media advertising is a gold mine that has not yet been dug out. For example, Facebook in foreign countries divides people according to their social behavior. Advertising based on different attributes of people is worth learning for our domestic companies.”

☆Facebook (Facebook): the best teacher
Facebook is the world's largest social network, with a market capitalization of $869 billion, of which more than 85% of its revenue comes from advertising.The value of advertising lies in the data traffic (clicks and popularity) of this platform; in comparison, Tencent is the largest social network in China with a market value of about 560 billion US dollars, but 90% of its revenue comes from value-added services for individual users , not the ad.Therefore, Tencent has set an example to learn from Facebook, focusing on tapping the advertising value of social networks.Now, although many domestic giants are learning from Facebook, they have not learned the "core wisdom".For example, Kaixin.com and Renren.com (formerly Xiaonei.com), their main income comes from advertising just like Facebook, but the difference between the two is very obvious and fundamentally different.China's social networking sites rely too much on placement ads for revenue, and the revenue is not ideal. Obviously, Facebook is not doing this.Facebook does not only provide traditional advertisements (rough and crazy placement), it encourages major brand companies to communicate with users and tell their own brand stories to users.Facebook CEO Mark Zuckerberg believes that this type of interaction is more engaging than any other online advertisement.Therefore, Facebook pushes relatively accurate advertising content based on the user's registration information, and the relationship between people built using social networks is also conducive to the dissemination of advertising information, transforming advertising into effective content, for various Advertisers provide efficient advertising solutions.Its precise advertising technology will never sacrifice its own products for income, but has won the favor of enterprises.

☆Tencent's big data marketing
In response to Facebook's experience, Tencent has formulated a "big data marketing" suitable for the Chinese market.As for what big data is, Tencent’s explanation is unique. It defines big data as: If the complexity and size of information are so large that it is difficult for us to describe it with an ordinary data tool, then no matter in collection, In the field of management or budget, it can be called big data.

Tencent has the richest and most complex data volume in China. What it needs to do is to analyze and mine the data accumulated by its own social network, and accurately classify it: "What are our users like?" people?" Then determine the direction of marketing.

On the platform user management interface of this marketing model, companies can clearly understand the characteristics of their user groups, and accurately match advertisements by analyzing massive data. This is exactly the Facebook model.Although the effect is still unknown, this is destined to be a long-term work.China's social network has huge potential, you only know one thing: big data, Tencent is already on the way.

360: the largest data center

In the field of information security, no company seems to be more eye-catching than 360.Qihoo 360 is at the forefront of rebuilding an enterprise's information security framework using big data analysis, and it is moving faster and faster.

For example, in 2011, 360 reached a comprehensive cooperation intention with China Telecom Quantum Data Center, and successively put 2000 standard cabinets accommodating a large number of servers in the center as its largest single data center in the country.Its computer room area exceeds 1 square meters.The main responsibility of the center is to provide Internet content application providers with services such as server hosting, daily maintenance and repair, to ensure the normal operation of their servers.Through these servers, 360 can face global Internet data.

360 said: "The operator resources we are using are very large. Our business development relies on bandwidth, computer rooms and servers. The computer room in this data center is very complete and can be called a five-star. We will focus on business here, including Our global 'one-on-one' customer service."

In terms of data collection and information security, 360 is a leader in China.As of August 2013, its total data volume (security guard) has reached 8T, with a daily data volume of 16.85GB, a total of more than 81.24 billion requests per day, 31 vulnerability attacks per day, and IP 30 attacks.

How does 360 judge potential security risks through such a huge amount of data?Its website guard real-time data analysis platform is mainly composed of four modules (technical partitions), Scribe, Storm, Inotify, and Rsync, and the offline data analysis platform is composed of Scribe, Hadoop, and M/R. 360 uses these technical tools in combination to intercept various Trojan communications on the Internet every day.The company's technical staff made a statistics, and they found that 52% of the attacks came from suspicious communications, 14% were plug-ins, 10% came from backdoor communications, and 19% came from other attack methods.

The person in charge of the relevant department of Qihoo 360 said that the threats faced by enterprises and personal websites can be evaluated through five aspects: outsourcing website construction, open source programs, third-party access, security awareness, and peer competition.This is an experience talk, and it is also a comprehensive summary of the current network information security.

In terms of operation strategy, compared with other giants, 360 has embarked on a distinctive path.For example, its anti-virus is completely free (foreign anti-virus software such as Kaspersky is expensive), and by providing high-quality free security services, it solves various security problems encountered by users when surfing the Internet. 360 is the first advocate of free security, and its strategic understanding of this is: Internet security should become a free basic service just like search, email and instant messaging.This allows it to win countless users in the middle and lower layers of the "pyramid", with a huge amount of user data.

(End of this chapter)