中國SaaS的病與痛？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雖然中國SaaS產業發展了十餘年，可很多基本問題，到今天也沒有很好的答案。所以，今天我們不探討那些行業熱議的話題，我們只想邀請獨立SaaS銷售顧問戴珂老師，爲我們解答幾個SaaS市場最基本的問題。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"也許您的答案與戴珂老師犀利的解答相同；也許您還有更好的答案，也可以在留言區與我們交流。總之記住下面幾個問題，讓我們來看看中國SaaS市場現存的病與痛。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}},{"type":"strong","attrs":{}}],"text":"· 什麼是好用的SaaS？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}},{"type":"strong","attrs":{}}],"text":"· 複製歐美模式，是中國SaaS的好出路嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}},{"type":"strong","attrs":{}}],"text":"· SaaS到底有沒有護城河？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"italic","attrs":{}},{"type":"strong","attrs":{}}],"text":"· 爲什麼直到現在，中國SaaS才懂得合作？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"01","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"什麼是好用的SaaS？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從不同角度來說，關於SaaS的定義有很多種。可從生意的角度來說，SaaS的商業定義只有一種，但很多做SaaS的人卻不知道SaaS的商業模式是什麼。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不客氣地說，市面上99%的SaaS都是用戶不需要的，可廠商還是還是要把產品賣給用戶，這就出現了悖論。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在我看來，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"好用的SaaS是可以爲用戶帶去價值的","attrs":{}},{"type":"text","text":"。這樣的","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"SaaS要有業務焦點，不是萬物皆可SaaS。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其實能夠做成SaaS焦點業務的產品非常少，而沒用的東西做得再好、再便宜也沒人要。國內很多SaaS都是拼到一起的，還是按照老系統、按照軟件的方法搭建，最後成爲大而全、不精準，且過於臃腫的產品。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"就說天眼查、企查查這種ToB產品，不用做過多介紹，很多建築行業的客戶，在付款之前肯定要查對方公司，肯定要買會員。這樣的產品只要能幫客戶達成目標就行了，用他們的人也沒人抱怨會員貴。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"可做CRM的擴充了AI客服功能，又要搞前端獲客，後端這個那個。不客氣的說，這樣的公司這麼搞下去就完了。","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"小一點的公司還可以調頭，大一點的公司很難改。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這種模式說穿了就是按照軟件的思維來做，可國內做的最好的軟件公司是用友和金蝶，這些初創的SaaS公司能做過他們嗎？倒時候個性化的問題也滿足不了，還不如軟件公司呢，對吧？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"軟件和SaaS是兩種思維支撐體系。","attrs":{}},{"type":"text","text":"軟件行業總說失敗是成功之母，失敗了8個項目，最後第9個成功就可以。因爲軟件是先簽合作，錢該給多少就是給多少，部署完後不好用也沒辦法。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"可SaaS是反着來的，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"SaaS只能成功是成功之母，SaaS不能失敗，","attrs":{}},{"type":"text","text":"因爲失敗後客戶就不續費了。","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"所以成功SaaS有一個共同點，就是他們的的產品都非常單點。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我差不多去過美國比較出名的六十幾家SaaS公司的總部，和他們的很多骨幹聊過，他們都是這麼做的。比如做合同就做合同這一段，而不是把後續的CRM也做了。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"可現在國內做SaaS的老覺得自己沒事可幹，做CRM的把後續的合同管理、電子簽章都給做了，最後弄一個大而全的東西，成本壓不下來，客戶也不願意用。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"因此我認爲國內的SaaS都應該往回退一下，聚焦到焦點業務，同時更應該重視SaaS商業模式的四個維度。（關於價值模型的討論，戴珂老師在《","attrs":{}},{"type":"link","attrs":{"href":"http://mp.weixin.qq.com/s?__biz=MzU1MzE1MzYyNQ==&mid=2247503445&idx=1&sn=77953083990cb9da700354bb4696eee4&chksm=fbf5ab63cc822275c96a3caf928a64ec0ff8eda49ad0e9f307a3c06c6408335d2f8a5f63a541&scene=21#wechat_redirect","title":null},"content":[{"type":"text","text":"當我們談SaaS時，我們在談論什麼","attrs":{}}]},{"type":"text","text":"？》有詳述，點擊標題可跳轉閱讀）","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https://static001.geekbang.org/infoq/8f/8f63127878cbbfde6d01dedf03ab6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其次，生態還必須具有依存性，這就是從SaaS服務商角度看，SaaS相互之間必須可以連接和聯合，才能爲企業所用。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"具備上述兩個環境條件，也就形成了SaaS所需的生態。而僅憑單個SaaS很難與軟件系統競爭，SaaS生態卻具有軟件無可比擬的力量。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"美國一家企業使用數個甚至幾十個SaaS很常見，雖然這些SaaS各不相同，但其實都需要統一的入口和接入權限。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲什麼Salesforce要收購Slack，在我看來，Salesforce也是爲了利用Slack來做門戶或業務入口，以便爲企業提供自己的生態服務。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過，國內生態有一些誤區，要麼就是以做大爲目標，把自己搞成了軟件公司。要麼就是以老大自居，把生態搞成了找幫手幫其賺錢。要麼就是爲了做成生態，被迫與其他各式各樣的產品集成，把自己搞成了外來物種。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"總之，國內SaaS生態已經有了合作的條件，時間點也開始成熟，騰訊、阿里、華爲這些巨頭，都開始站出來搞生態了，剩下的就看大家怎麼走了。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（本文整理自ToB行業頭條與戴珂老師對話，爲方便閱讀，內容有所刪減、調整）","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}