Time: January 19, 2015 Author: jia
No grass grows under big trees. This is a typical ecological phenomenon in the Internet field.

Compared with real space, the characteristics of cyberspace make it easier for Internet giants to use massive information to shield, submerge or cover the information of small enterprises in the same field, block the communication and transaction between Internet users and small Internet enterprises, and thus form hegemony and monopoly.

To make a simple analogy: if it is a physical store, no matter on a street in any city in China, it will be seen by passers-by, and there is a possibility of transactions. But in Website production After that, the possibility of such random business is greatly reduced. Because no matter what kind of way netizens use to search, the top ones are those giants who are rich and powerful. Human behavior determines that few people will cross over the top ranked goods or services and turn to the shop behind the 100th page to look for the same goods or services.

In order to win the opportunity of "appearing in public", small businessmen either racked their brains to come up with various gimmicks to hype; Or spend money to "brush reputation" and "buy rankings"; Or the price of "second kill" is extremely low. However, when all small businessmen are taking these measures, the homogenization of competitive means will only lead to higher and higher costs and lower and lower benefits.

Small businessmen who have struggled for several times will find that the idea that the Internet is a paradise for small businesses is just an illusion. In fact, the Internet is completely the world of giants. When Taobao and Jingdong "quarrel" the most, no matter how loudly small businessmen talk, they will be drowned in the noise of Taobao and Jingdong. One joke said that small businessmen were killed in a fight between Taobao and Jingdong. This is not a joke, but a true portrayal of the "miserable" living conditions of small businesses under the Internet hegemony.

It is better to use data to make the problem more intuitive. According to Alibaba's prospectus, Taobao and Tmall generated 5 billion packages in 2013, accounting for 54% of the total packages in China that year. This platform accounts for most of the market share of online retail in China. The huge traffic has enabled the Alibaba system to form a virtual network hegemony. For those small businesses operating in non special categories, they either choose to pay Taobao "road money" or quietly exit.

In addition to using huge amounts of money to control information and traffic, Internet giants have also guided and controlled people's Internet habits. For example, you will first think of Jingdong when you buy a household appliance; When you buy small commodities, you first think of Taobao; When you buy books, you first think of Dangdang and so on. If, in the real world, people still choose not to shop in Wangfujing Department Store or Wal Mart Supermarket because of the long distance and other reasons, leaving some opportunities for the small stores around, the Internet will eliminate the distance, leaving those online stores with no such opportunities.

Even more frightening is the ability of Internet giants to occupy, collect and use big data. The giants who have mastered the user's "habits" are obviously more likely to win in the process of seizing customers. At the same time, it is easier for Internet giants to replicate their advantages in one field to another. For example, in addition to its innovation, Alibaba's "Yu'e Bao" can create a miracle of Internet finance, and the large number of customers is obviously the most important factor. In addition, Internet giants often eliminate competitors or enter new fields through acquisition.

This means that the Internet giant has not only achieved monopoly in its traditional fields, but also easily expanded its monopoly to new fields. China's Internet field has now entered the "big take all" dinosaur era. Internet giants can use their huge wealth and huge customer base to occupy and trample on any field they are interested in.

The emergence and spread of Internet monopoly and hegemony have seriously damaged the ecology of Internet space and suffocated the vitality of Internet space. Only by restricting Internet giants, formulating corresponding laws or systems, and restoring the competitive ecology of Internet space, will innovation in the Internet field become more active, and the Internet may become a dream space for entrepreneurs.