ToB從業者“辯”生態開放：真開放才能帶來真生態

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"隨着國內人口紅利優勢逐漸褪去，"},{"type":"link","attrs":{"href":"http:\/\/www.360doc.com\/content\/20\/1026\/16\/39236936_942468842.shtml","title":"xxx","type":null},"content":[{"type":"text","text":"To B"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" 市場的萬億空間優勢顯露，作爲仍有機會的藍海生意，企業服務市場吸引了大廠以及 To B 從業者的目光。由於單個企業不可能滿足企業客戶的所有需求，因此，把其他優秀企業當夥伴，發揮各自優勢分工協作，合力創造更強大的產品和服務，共同打造“To B 開放生態”尤爲重要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"近幾年，To B 成爲互聯網下半場的風口，開放生態也成爲熱議話題，雖然業內一直提倡開放，近年來開放的程度也有所提升，但其深度和廣度遠遠不夠，平臺和夥伴之間的合作模式也尚未成熟，如何開放、開放能帶來哪些價值又會有什麼風險，對於很多從業者來說還不明晰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"近期，InfoQ 聯合釘釘聚焦“To B 開放生態”，召集了 To B 行業中資深從業者，他們分別是："},{"type":"text","marks":[{"type":"color","attrs":{"color":"#171a1d","name":"user"}}],"text":"InfoQ極客傳媒總經理"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"汪丹；暢捷通開放平臺總經理韓磊；"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#171a1d","name":"user"}}],"text":"攜程商旅平臺業務總經理"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"殷潔；識才招聘創始人胡楊；1 號直聘創始人榮海旭；銷幫幫創始人戴宏偉；薪人薪事創始人常興龍；i 人事創始人朱德權；螞蟻分工創始人高治劍；釘釘 CTO&開放平臺負責人程操紅，10 位嘉賓共同打造了這期《開放之“辯”》，從 To B 從業者視角看“開放”，一起探討 To B 開放生態中的趨勢走向、機遇挑戰、開放模式等話題， 爲 To B 開放生態提供一些新思路。"}]},{"type":"embedcomp","attrs":{"type":"video","data":{"id":"426291","name":"ToB生態開放之辯1013終稿.mp4","poster":"https:\/\/static001.infoq.cn\/resource\/image\/d8\/77\/d8f04be47b99a1a986f2278733c97c77.jpg","url":"https:\/\/media001.geekbang.org\/8a48729bed104dbaa8416f9b76db037b\/99af56b69ebb47039ec47e61aaf51318-0ad88f8a3c3f318ac33d162bd2b9d0d1-sd.m3u8"}}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"被低估的“To B 開放生態”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"作爲 To B 賽道重要的關鍵詞之一，開放所能帶來的價值尚未被充分認知。一方面，大廠在 To B 領域多多少少都有“承接所有需求”的想法；另一方面，企業在爭奪合作資源、避免流量流向競對、規避技術安全風險等多方面因素的擔憂下，拒絕和競爭對手合作、限制企業客戶與其他企業合作等情況並不少見，“表面功夫”的合作無法體現強強聯合的優勢。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"強大如世界 PC 軟件開發先導的"},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/%E5%BE%AE%E8%BD%AF","title":"xxx","type":null},"content":[{"type":"text","text":"微軟"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"公司，也曾因拒絕開放而走了彎路。2013 年，出於搶佔手機市場、防範谷歌和蘋果影響應用創新、爲用戶提供微軟手機等的考慮，微軟高調收購諾基亞，然而這場收購併沒有讓微軟實現搶佔移動端市場的願望，只空留遺憾草草收場。2014 年，薩提亞·納德拉出任微軟新任 CEO，並在上任不久親自出席發佈會，推出了針對 iPad 平臺的 Office 軟件套裝，隨後宣佈不再對智能手機和小尺寸平板電腦收取 Windows 軟件授權費用。此後，微軟放下驕傲，以自身優勢與其他廠商開放合作，向"},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/%E4%BA%91%E8%AE%A1%E7%AE%97\/9969353?fr=aladdin","title":"xxx","type":null},"content":[{"type":"text","text":"雲計算"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"生產協作工具下注，幫助企業實現遠程辦公。今年 6 月，微軟市值突破兩萬億美元，僅兩年的時間，市值微軟超過了過去 33 年（微軟公司於 1986 年上市）的總和，開放生態幫微軟走出了“新路”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"近幾年，國外已經有很多 To B 行業開放合作的成功範例，而國內人口紅利期即將結束，To B 賽道及開放合作也逐漸吸引了相關從業者的關注，在生態開放的風險與收益之間，前者已不再是問題。目前，以釘釘爲代表的平臺正在放開以往合作的限制，與包括競爭對手在內的企業成爲合作伙伴，擴大生態圈。暢捷通開放平臺總經理韓磊也說道：“開放是 To B 的大勢所趨。無論現在是真是僞，未來趨勢都會是去僞存真。因爲 B 端比 C 端的需求更分散，集中度低，開放合作纔是唯一的康莊大道。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"開放生態中，To B 開發者可以獲得大廠的品牌賦能和流量，也能“站在巨人的肩膀上”藉助技術組件提高開發效率，帶給企業客戶更好的體驗。在節省成本方面，以釘釘和攜程的合作爲例：今年 6 月 23 日，攜程商旅在釘釘應用中心上架，可實現在一個 App 內完成出差申請、訂票審覈、事後報銷全流程，據瞭解，企業集中採購最多可節約 30%的差旅成本；在資源共享、共創共贏的方面，1 號直聘創始人榮海旭表示，大廠入局反而會帶來新的創業機會，他們在項目初期就選擇和釘釘深度共創，這讓他們有更多的時間潛心服務好用戶，蒐集到更多用戶的反饋，在產研技術層面也收到了很多支持。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"後疫情時代，企業的線上溝通和協作已成爲工作習慣，To B 行業的商業環境愈來愈成熟，行業分工更加細緻完善，此時正是切入 To B 行業的好時機，而從前被低估的 To B 開放生態，給 To B 領域帶來了新活力和新模式，企業既可以選擇專注做平臺基建，打造生態圈，也可以選擇專注做產品，以專業性贏得企業客戶。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"平臺如何做好 To B 生態開放？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"無論是平臺還是合作伙伴，都要解決數據隱私安全、跨平臺連接能力等技術挑戰。相較於僅在平臺上專注搭建產品的夥伴，平臺需要承擔的責任、解決的問題更復雜，釘釘 CTO&開放平臺負責人程操紅表示，對於平臺而言，開放和生態是兩大關鍵詞。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"以釘釘平臺爲例，在開放方面，首先，要有開放的態度，既然無法滿足所有客戶的需求，那麼就聯合更多生態夥伴完善全行業、全鏈路的場景覆蓋；其次，要有開放的能力，要在安全可控的範圍內將平臺的能力開放給夥伴；再次，制定合理的開放政策，降低准入門檻，增加夥伴收益，提升行業效能。在生態方面，關注生態夥伴的健康情況，包括夥伴收益、客戶服務、聯合品牌助力以及融資情況等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"平臺與生態夥伴相互賦能的作用已被很多產品證實，以今年 9 月完成 A 輪融資的招聘產品“"},{"type":"link","attrs":{"href":"https:\/\/baike.baidu.com\/item\/1%E5%8F%B7%E8%81%8C%E5%9C%BA\/50176936","title":"xxx","type":null},"content":[{"type":"text","text":"1 號職場"}]},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"”（釘釘上的應用名稱爲“1 號直聘”）爲例，基於招聘場景下，率先實現了 APP 端、釘釘端與支付寶端的三端互通、即時通訊，打通僅 1 個月時間內，就有數十萬求職者湧入體驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"雖然平臺在影響力上有着壓倒性的優勢，在 To B 生態領域中，掌握服務企業客戶窗口的一方纔能掌握話語權。攜程商旅平臺業務總負責人殷潔也在訪談中表示：“在平臺生態中沒有哪一方擁有絕對的話語權。誰掌握資源，誰就掌握話語權。大家在生態中圍繞着共同的上帝——‘客戶’。”"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"什麼是健康的開放？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在 To B 行業開放中，底座的重要程度不亞於一串“0”前的數字“1”，底座平臺與合作伙伴相互借力，共同賦能 To B 生態。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"以釘釘爲例，以“開放”爲原則，專注底座，給企業提供雲化平臺進行低代碼開發，既發揮了自身優勢提供兼容性的技術支撐，又規避了無效競爭，實現“有飯一起恰”的合作狀態。i 人事創始人朱德權在訪談中的描述總結了這樣的開放模式：“健康的開放應當具有一個比較規範的應用平臺，加上支持多樣性應用的系統，形成完整的業務閉環。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"作爲本次邀請嘉賓共同使用的平臺之一，釘釘是本次探討“夠不夠開放”的主角，大部分嘉賓認爲釘釘“開放但不夠開放”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"據瞭解，今年釘釘正在加大開放的深度、廣度，變得更開放，目前核心 API 已經增加到 2000+，另外 IM、組織關係、工作臺、音視頻以及低代碼等這些核心業務的底層開放都在深入。薪人薪事創始人常興龍從釘釘合作夥伴的角度表示：“釘釘的開放性已經比以前好了。所以今年可以看到，用友，金蝶，紛享銷客這些以前大家認爲和釘釘競爭的公司，也加入了他的生態。”可見，目前開放沒有“足夠”的盡頭，只有可以不斷嘗試的“更開放”。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"寫在最後"}]},{"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":"color","attrs":{"color":"#494949","name":"user"}}],"text":"“開放生態”對打破大廠生態圈固化和促進市場良性競爭的意義不言自明，目前國內 To B 開放生態中還有很多可以開放的空間，還有待探索的邊界。To B 行業中企業合作和產品融合將會發生怎樣的變化？催生出哪些新增長點？此間誰搭臺，誰唱戲？企業間互相成就、共同發展，你我都是見證人。"}]}]}