Nasdaq listed company 36 NASDAQ:KRKR recently announced the launch of the "Enterprise Service Review" platform (36dianping.com), which aims to build China's most professional enterprise software and service selection platform and enter the trillion-level B-end decision-making market.

At the end of the two sessions, the outline of the objectives and tasks of the 14th five-year Plan put forward the new digital requirements of "speeding up the construction of a digital society". This is undoubtedly an extra-large policy benefit for business service manufacturers in the market and enterprises that want to carry out digital transformation. At this point, 36 krypton online "enterprise service review", want to bring changes to the entire track through technical means and 10 years of accumulated enterprise service resources, and speed up the digitization process of the industry as a whole.

Most of the Internet innovation in China over the past 20 years has been focused on the C side, but the needs of the enterprise side have been ignored. This is not only a place where the pain points of buyers and sellers are concentrated, but also a huge blue sea of the market, "says 36 Krypton CEO Feng Dagang.

The logic of "Enterprise Service Review" is similar to that of Dianping. By collecting the evaluation of the use of enterprise service software from real users, it helps the buyer break the information gap and objectively understand the real business performance of the product. At the same time, business service manufacturers can also according to the voice of users, targeted iterative products, explore the needs of potential customers and sales leads.

The emergence of "enterprise service review" is also the improvement and extension of 36 krypton's own enterprise service layout, and is the carrier for 36 krypton to explore the "deep water area" of enterprise service.

01 confused buyer, painful seller

In the era of big data, C-end consumers were happy, at least they didn't have to worry about choice. All kinds of APP and e-commerce are becoming more and more clear about users' preferences, and gourmet scenery will be pushed to the eyes on time and on demand. Even if users don't know what to choose, Dianping can also provide all kinds of list recommendations to ensure maximum alignment of information between the two sides. But if you are an enterprise, the scene is not so perfect.

A typical enterprise buyer decision-making and usage scenario is:

1. The boss decided to launch a sales management software (or dozens of other software, research shows that on average each Chinese company uses more than 40 paid or free business service software)

2. The vice president of sales (or CTO) called several of his friends and initially finalized three software companies that sounded good, and then the purchasing department or assistant contacted the sales staff of the three companies to prepare the bidding.

3. The bidding meeting will begin as scheduled a week later, and the sales of the three companies will each have a half-hour ppt presentation. The sales department or the purchasing department sent an email to give advice, and the boss decided to choose one.

4. it took three months for all kinds of data to be uploaded to the third-party system; the business team found all kinds of problems, which were not easy to use, but the money could not be refunded, the data had been uploaded, the conversion was very troublesome, and the team utilization rate was very low.

5. Patience (high probability) + renewal, or re-start bidding, painful cycle.

On the other hand, the typical distress of an enterprise serving the seller is:

1. There are 20 people in the company, half of which are sales (land push, telemarketing).

2. Large customers have no special relationship and can not find the person in charge of purchasing; the transaction rate of small companies is as low as the customer unit price, and there is no lack of after-sales service at all, but they do not make money after a year.

3. Online sales? Basically non-existent; customers want to see good cases? The case made by the company is so professional that neither the sales nor the customers can understand it.

4. it is not easy to raise money, continue to expand the sales team, continue to make a low gross margin, and continue not to make money.

36 Krypton CEO Feng Dagang said: "whether they are in charge of small and medium-sized enterprises or large enterprises, they will always encounter business problems in the course of operation, but they do not know how to solve them, or when purchasing products, they do not know which manufacturer to choose to serve them? All kinds of situations point directly to a core problem-the market that helps enterprises make decisions, but there is still a huge gap. "

Today, "enterprise service" is no longer an obscure term. Digital transformation is vigorous, and words such as SaaS, PaaS, cloud computing, intelligence, BI, CRM and so on have become hot searches in the industry. It seems that the corporate service track company has finally passed the most difficult stage of "market education".

But when dawn comes, it doesn't mean it's completely dawn.

Feng Dagang took the biggest difficulty of business service manufacturers-- getting customers as an example to explain. "if the manufacturer anchors the big customer, because the internal structure of the big customer is complex and the departments are intertwined with each other, it is difficult to quickly find the departments and decision-makers responsible for purchasing this kind of products. Even if it is found, the other party will be more likely to use the solutions provided by the big companies rather than the startups from a rigorous point of view. Choosing small customers means that the unit price is low and can only be reached by a single point. In many cases, the service side can not find customers, and it is difficult for customers to find their own products. "

Under what circumstances will enterprises take the initiative to look for service providers?

First of all, enterprises must be in need of business before they consider purchasing software or services, but from a business point of view, they do not know what the corresponding products or solutions are.

Secondly, after figuring out the demand, enterprises will find that the prices and functions of similar products that meet this demand on the market vary greatly, and it is difficult for them to figure out where the specific difference lies.

Finally, when it is impossible to figure out the difference, the procurement risk is also polarized. Large customers often have a higher status, and can require multiple manufacturers to conduct POC testing to choose better products, but the risk lies in the complex structure of major customers. Once purchased and put into use, if the follow-up service of the service manufacturer is poor, the iterative ability is poor, and there is a large gap between the product and the previous commitment, it will cause inestimable losses to customers. For small customers, they are often unable to ask POC, if the product is found to be unusable after purchase, there is no better way but to abandon it.

In the enterprise service track, the root of the difficulty for both buyers and sellers is' information asymmetry'. As a third-party media platform to accompany the Chinese enterprise service track, Feng Dagang said bluntly: "Information asymmetry, excessive dispersion of supply and demand, and inability to quickly scale up are the three mountains that hinder the large-scale development of Chinese enterprise service track." In this special business service market in China, a public information platform must be born first, providing sales data, true evaluation, horizontal comparison, decision reports and online trading and service scenarios, and then a number of giant companies will be born. "

If this problem is not solved, the buyer's demand will never be well met, and if it is difficult for enterprise service companies to make money, China's business service market will always stay in the 'first year'.

What kind of public platform does the market need?

How to solve the "information asymmetry" and flatten the information gap? The answer is an objective, fair and intelligent public information and trading platform.

36 Krypton deep ploughing enterprises have served for 10 years, helping a large number of business service manufacturers to solve their marketing problems and customer acquisition problems, and have accumulated a lot of experience in this field. Han Guangming, head of Krypton Business Service Review, provided a way to break the situation: "We have dismantled the key path of buyer decision-making, and there may be two breakthroughs, one is the objective and detailed comparison of similar products, and the other is the experience feedback of real users." "

Han Guangming said that although the method of use is "similar" to Dianping, in terms of kernel logic, 36 krypton "enterprise service review" is a pure ToB selection platform that provides effective solution recommendations. Han Guangming told reporters that based on the decision-making data that buyers really care about, Business Service Review has created a set of algorithms: "from the comprehensive dimensions of function, satisfaction, ease of use, product price, service ability and so on. Intelligent recommendation gives more suitable products to enterprises at different stages of development. "

After nearly a year of accumulation, 36 krypton "Enterprise Service Review" has now included nearly 10,000 kinds of enterprise service software. It covers 15 major business service categories, such as "General Office", "Marketing", "sales / Business", "customer Service", "Human Resources", "Finance and tax Law", "data Analysis", "artificial Intelligence,"Technology Development", "IT Operation and maintenance", "Design", "Video clip", "ERP", "shared Office", "Vertical Industry" and so on.

On this basis, buyers can quickly find the corresponding products according to the demand, combined with the evaluation and comments of real users, independent and objective product scores and lists, and complete the selection decision or find the appropriate solution from multiple dimensions.

The construction of the bilateral effect of the platform lies in, on the one hand, to meet the business needs of a large number of buyers, help them complete product selection, and guide them to make true evaluation of more products, maximize collective wisdom, and help more enterprises get out of the "purchasing dilemma". On the one hand, feedback the user's voice directly to the manufacturer, help its targeted iterative products, better refine the product value, and move more potential customers.

In addition, 36 krypton "Business Service Review" will continue to connect industry experts, output awareness, help buyers complete the "demand diagnosis" and improve the level of decision-making.

"to put it simply, Enterprise Service Review needs to connect the buyer and seller and the consultant, so as to form a complete 'selection closed loop', Han concluded. We believe that the ultimate form of this field should be targeted at each company to generate personalized decision reports, the purchasing team can follow the clues to find, the boss also buy peace of mind.

03 "new season" begins, four major areas sing in unison

Why 36 krypton?

Feng Dagang believes that 36 krypton plays the role of business service infrastructure to some extent: "at present, many of the major business service manufacturers are accompanied by 36 krypton, so it is easier to choose and trust 36 krypton. Moreover, 36 krypton is also the most capable and basic brand on the market to bring together these manufacturers. "

In this process, 36 krypton trusted by users of the media brand is a core point. How is the buyer's mind formed? What if the after-sales service is not satisfactory? Content dissemination power, media influence is the answer, and even, the formation of a similar "Alipay" such an intermediary platform to effectively protect the interests of both buyers and sellers has become possible.

In the spring of 2021, 36 Krypton Business Service Review will take the lead in business service software in four hot areas of rigid demand: business intelligence, new consumption, HR recruitment and marketing.

In addition, 36 Krypton Business Service Review will give priority to its own algorithm in the four tracks mentioned, and the BI field is just the beginning. The platform will generate a "Spring China BI Enterprise Services" list, telling countless potential BI buyers "what is worth buying".

In the future, 36 krypton "Enterprise Service Review" will go deep into every link of enterprise informatization, open up the whole link of enterprise service procurement, pave the way for enterprise informatization, and help enterprise buyers choose the real "right" software and services.