決定中國SaaS成敗的三個關鍵問題

{"type":"doc","content":[{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"來源 /   ToB行業頭條 （ID：wwwqifu）作者 /   馮海陽   ·  編輯 /   瑞雪","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":"伴隨着國內產業數字化進程的加深，上雲已成勢在必行之舉，中國SaaS行業也因此受益。不僅其應用前景變得更爲廣闊，增長速度也令人大喫一驚。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據海比研究院近期發佈的《2021中國SaaS市場研究報告》顯示，2020年中國SaaS市場規模已到達498.2億元，同比2019年增長31.6%。且預計2021年我國SaaS市場規模將達到666億元。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除此之外，由於數字化需求的增長，中國SaaS行業已經潛藏的藍海市場釋放，愈來愈多的SaaS廠商也在市場上逐漸顯露自己的身姿，一系列融資、產品發佈消息層出不窮。頗有一片盛世繁華的景象。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"然而","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"中國SaaS行業表面上繁花似錦，但從行業成熟度來看依舊是根基未穩。","attrs":{}},{"type":"text","text":"要知道國外SaaS TOP 50 的市值總和，已經超過1.5萬億美元了。而國內最頂級的SaaS公司，其市值也僅有百億、千億元的規模。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"如此明顯的差距，無時無刻不在昭示着中國的SaaS行業有多麼地不成熟。也因此有關中國SaaS成功的話題，行業內一直都在展開激烈的討論。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從最早借鑑國外成熟SaaS模型進行復制，到當下討論的通用or垂直、產品or服務，總之是各講各的道理，各有各的簇擁。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"不過在如此激烈且長久地討論之下，行業專家和從業者至今也未形成一套統一的方法論。以至於有些人開始提出質疑：中國SaaS成功，沒有任何方法論可言。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"那麼中國SaaS成功真的沒有一套成型的方法論嗎？","attrs":{}},{"type":"text","text":"基於這個思考，「ToB行業頭條」翻閱了諸多文獻、行業報告，並通過與企業、行業專家之間的交流，簡單總結出了一些想法，以供讀者討論。","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","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":"找到好的","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"“切入點”","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在所有討論中國SaaS如何走向成功的過程中，做通用SaaS和做垂直SaaS是極其經典的話題。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因爲","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"在很多人眼中，通用or垂直的戰略規劃，決定着一家廠商日後的發展方向、市場潛力及價值變現難易等等。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"的確，這樣的思考是具有一定價值的。分開來看，對於做通用SaaS的廠商而言，涉及的賽道越多，所謂的發展空間相對也廣闊些，同時多元化的功能，更符合用戶解決一系列問題的需求。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但相對地，大多數選擇做通用SaaS廠商由於對各個細分業務場景的不熟悉，所具備的功能往往止於表面，無法切實解決到痛點也是極大的困擾。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而做垂直SaaS的廠商，雖然相對的發展空間會小一些，可是由於對專業領域場景化的深入瞭解，往往在專注領域更容易出彩。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"按照這個邏輯，在淺層次上來看，SaaS廠商無論是做通用，還是選擇做垂直，基本上都會有一些不利好的方面，至於如何選擇，就看各個廠商如何根據自身目標權衡利弊。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"上述也說了，這種觀點是基於淺層次的看法。實質上","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"多數優秀廠商的發展道路，戰略規劃從來不是一成不變的。","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":"其早期策略都是通過","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"找到一個好的“切入點”，在垂直賽道奠定第一批用戶，並以此立足市場。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align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的運營模式是以租賃爲主，講究長期收益。可是現在SaaS廠商存在大量的舊客流失問題，活活地將其租賃生意，做成一錘子買賣，簡直與自尋死路無異。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因此，打造“持續有人買”的產品，纔是中國SaaS走向成功的本質需求。至於如何到達這種本質需求，就不得不提","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"“客戶成功”","attrs":{}},{"type":"text","text":"。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"客戶成功簡單來說，就是通過技術和服務激發企業自己內生的力量，催化他們獲得自己組織效率和商業效率的提升，最終幫助企業客戶自己達到經營上的成功。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"SaaS廠商通過幫助客戶成功，讓小客戶成長爲大客戶，以較低的獲客成本，從單個客戶身上獲取足夠高的客戶價值。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在這種模式之下，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"SaaS廠商可以通過前期瞄定SMB（中小型）羣體，用相對更低的銷售費用支出，獲得用戶規模的快速拉昇。","attrs":{}},{"type":"text","text":"即便因爲死亡率高等問題，導致中小客戶出現高流失率問題出現，已經成長起來的客戶，爲平臺帶來的收入留存率提升，消解了高流失率影響。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前這種模式在國際市場上取得了廣泛的成功，全球最知名且成功的電商SaaS“Shopify”以及CRM領域的Salesforce、Zoho都在採用。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"且在美國，對於一個 5 年以上成熟的 SaaS 企業，公司全年的 Revenue 中，客戶成功團隊佔比超過 50%，某些企業客戶成功和銷售的 Revenue 佔比可以達到 7：3。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"Shopify首席運營官哈雷·芬克爾斯坦在接受媒體採訪時甚至說道：“只要商戶能成功，我們就可以成功。”足見客戶成功對於SaaS成功所具備正向意義。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當然在客戶成功，中國SaaS廠商雖然也很看重，且在積極佈局。但還是沒能做到點上，其中包含上述討論到的，好“切入點”起手，根據需求外延功能；以服務爲目標，去爭取更多用戶的青睞等方面。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以至於20年信息化老兵黃允聰在文章","attrs":{}},{"type":"link","attrs":{"href":"http://mp.weixin.qq.com/s?__biz=MzU1MzE1MzYyNQ==&mid=2247492755&idx=1&sn=2b58edf0e679496f8aec344a0d73f70b&chksm=fbf581a5cc8208b3f08247cd377dc029d8eb2c13179e8393d25a6356d28d45519cc2f2aa4f46&scene=21#wechat_redirect","title":null,"type":null},"content":[{"type":"text","text":"《中國SaaS爲什麼不賺錢？》","attrs":{}}]},{"type":"text","text":"中明確指出：","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"“現在中國SaaS產品的續費率很低，就說明軟件企業沒有做到真正的客戶成功，只是把軟件賣出去，割了一次韭菜，後面導致韭菜越割越難割。”","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"總而言之，中國SaaS要想成功。需要創造出用戶必需要買的服務，而不是爲創業者自認爲的好產品買單。這也就是現在老生常談的“雙向價值”。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":" ","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“The world will give way to those who have goals and vision.”世界會向那些有目標和遠見的人讓路。用戶也會幫助那些對自己有價值的SaaS，走得更遠，活得更好。","attrs":{}}]}]}