2021 is a year of great changes in new business, and the Internet dividend tends to disappear. Many people lament that even byte beating has stopped the growth of users, and it is difficult for the mobile Internet to create a new miracle. As a result, Internet giants quietly implemented measures to increase revenue and reduce expenditure, and "optimization" and "last elimination" became the key words of big factories at the end of the year. At the same time, with the implementation of anti-monopoly law, the island effect of mobile Internet is being lifted; The promulgation of the personal information protection law also has a significant impact on the advertising business, the most important revenue engine of the Internet; The labor protection law pays more attention to the bottom workers, and the welfare treatment of Internet service personnel such as takeout and express has been paid more attention. These changes have deeply affected the top 10 tuyere industries in 2021: community group purchase, instant purchase, noodle, low alcohol wine, yuanuniverse, live delivery, script killing, talk show, Web 3.0, hard technology... Among them, community group purchase, live delivery and other tuyere industries belong to the second rise, but encounter Waterloo, coupled with script killing The tuyere of seven major industries such as low alcohol wine has stalled. In 2021, stock innovation and the transformation of old and new kinetic energy will become the theme. Which industries deserve attention? Why is the new concept of cutting leeks popular The universe has been broken. The hottest concept in the Internet industry in 2021 is the "meta universe". What is the meta universe? The accurate definition is a virtual world that uses scientific and technological means to link and create, map and interact with the real world, and a digital living space with a new social system. In addition to the illusory concept of meta universe, a concept called "Web3.0" has recently emerged, which is considered to be a new generation of network media "readable, writable and Possessable". The supporting industries such as VR, AR and blockchain are regarded as metauniverse and Web3 The gathering place of 0 concept has also been popular. However, these technologies and concepts are not really mature, and the anxiety of "it's too late to enter the meta universe era" seems to be spreading on the Internet. For example, Baidu's meta universe product "Xi soil", byte "Pico", etc. At the same time, many speculators from grey and black industries poured in, making the concepts such as the meta universe a carnival of cutting leeks, and the meta universe was also played bad by these leeks cutting people. In addition to the yuan universe training with an income of 1.6 million yuan in 10 days, a new way of cutting leeks has recently emerged, that is, hyping the virtual real estate in the yuan universe. According to a "Yuan universe real estate speculation" source, Yuan universe real estate speculation is very popular abroad. The highest record of a piece of land can reach US $4.3 million, equivalent to about 27 million yuan. Earlier, star Lin Junjie said that he bought three virtual lands in the meta universe game mana and spent about $120000. The source disclosed to tech planet that due to the popularity abroad, many similar projects have sprung up in China, such as rainbow universe, Datang universe, etc. The price of the house ranges from tens to hundreds of yuan. It is necessary to draw lots to buy the land, and the platform will enable users to obtain the purchase qualification or platform registration qualification by pulling heads. The qualification code is about tens of yuan. Some people can earn as much as 10000 yuan a day by reselling the qualification code. In addition, the houses on these platforms can be given away, which also allows many people with the first batch of houses to earn money in the secondary market by raising the price difference. The source said that he has made 20000 yuan in recent days, and the big dealer is expected to be more. At present, the rainbow universe has limited relevant functions, such as suspending the user's modification of mobile phone number, binding change and gift function, so as to limit the speculators' real estate business. However, the person said that they are ready to move to other platforms to continue real estate speculation. Many people are here as the successor. Knowing that there are risks in this virtual meta universe housing product, why do so many people rush into it first. It is mainly because the concept of meta universe is understood by most people as a tuyere for making money, and there is the possibility of speculation. Makers use this anxiety and speculative psychology to package various new concepts into high-yield products and sell them to green leeks. Both the technology and the concept behind the meta universe are in a process of perfection, and the concepts and gimmicks are greater than the practical application. It is undeniable that the meta universe will play a positive role in the Internet, but for most people, the current meta universe is still an unknown concept and has become a hot outlet for making money, and the leek cutting events of hanging sheep's head and selling dogs will still occur. How to make the meta universe return to the right path still needs the joint guidance of society and enterprises. Community group buying has become the shortest money burning war in history Unexpectedly, compared with bike sharing, takeout and online car hailing, the community group buying war has almost become the shortest money burning war in history. Since the giants plunged into "buying vegetables" last year, it took less than a year and a half for the industry to start a major reshuffle. Increasingly strict regulation, visible losses and impatient capital all make it difficult for practitioners. In July this year, the closure of Tongcheng life completely tore off the fig leaf of the industry, and the high paid practitioners who had been dug up were forced to choose jobs again. At the beginning of the year, they all set one amazing goal after another. Six months later, the giants no longer pursue Gmv crazily, but hope to improve the gross profit margin. At the earnings conference call, meituan CEO Wang Xing and pinduoduo CEO Chen Lei had to respond to investors' questions about the loss of community group buying again and again. In some people's opinion, community group buying is the simplest business - there are no technical barriers and operational difficulties. You can make small achievements with a little effort. However, the fierce battle over the past year has made practitioners find that the difficulty of this business is beyond imagination. Orange heart, which is good at using capital weapons, contracted rapidly and turned to group batch business; Among the "old three regiments" with boundless scenery, Shihui regiment and the two living in the same city are declining day by day, and they are swallowed up by huge subsidies; The remaining meituan preferred, bought more vegetables and washed vegetables, but fell into a loss. It's been a hard year. What is the core competitiveness of community group buying? Is it capital? Is it operation? Supply chain? There is no answer to this question that should be considered clearly from the beginning. It is certain that any track cannot be sustained without sufficient funds. In this regard, big companies seem to have inherent advantages over start-ups. However, as the only remaining start-up company, it has not been financed for 5 months. Next year, what is waiting for it will be a more arduous battle against the three giants of Ali, meituan and pinduo alone. This war will be a decisive battle for community group buying. In August 2021, meituan preferred quietly added the "door-to-door" option. Behind the abandonment of the "mention every other day" is meituan's move to shift its development focus from community group purchase to instant purchase. Meituan flash purchase is regarded as a strategic point in its internal focus. At the same time, Jingdong, which has launched multi line attacks in the field of community group buying, launched a real-time retail brand: Jingdong hour buying in October, which collided with meituan in the field of local distribution. Many years later, when people recall this social group buying war, they will have a deeper understanding that those racetracks that lack sufficient innovation in business model and sufficient breakthrough in technology will not make any company from huge to excellent. Internet giants who have mastered a lot of funds, talents and technology should do something more valuable. Surging new consumption has no new story Drinking and eating noodles is a force injected by capital into the new consumption field this year. In the past half a month since the establishment of pasta track, there have been four financing successes of more than 100 million, and the financing amount and number are constantly refreshed; Liquor is even more rampant. According to incomplete statistics, since this year, more than 30 low alcohol liquor enterprises have obtained round a and round B financing, ranging from millions to tens of millions of dollars. One of the main reasons why the market of small noodles is hot and attracts the attention of capital is that consumers do not need to be educated in this market. There are Chongqing small noodles and Wuhan hot and dry noodles in the South; In the north, there are Lanzhou ramen, Shaanxi oil splashed noodles and Beijing fried sauce noodles. This kind of food with national attributes does not need to pack its own story. It has won the mass market under the accumulation of history. But the story that new consumption wants to tell is standardization, industrialization and scale. Whether it's topping or soup, or even the size of the same scallion is more standardized. Standardization means that it can be copied and mass produced at a high speed, which is exactly the scale story loved by capital. Entering the high-end shopping center to get land, luxurious and innovative decoration, crazy opening and enclosure, a bowl of noodles is often 40 ~ 50 yuan. To a certain extent, consumers have paid the potential premium, but how many consumers can continue to support the repurchase of high premium needs to be marked with a question mark. In the face of the failure to set aside high-end liquor giants, low alcohol as an addictive consumer goods has become a good capital mind. We should look at the two tier market. Baijiu enterprises, regardless of fundamentals, valuations, or "friends who make time", are looking at long-term growth prospects. However, the problem is that the business threshold of low alcohol wine is not high. The so-called new consumption and new brands are more OEM models. Due to the similarity of raw materials, formulas and tastes, the product homogenization is serious, and they love marketing and speed war. In the end, they often become a "fast food business" focusing on marketing. Eating a bowl of noodles in a small shop on the street or in an old shop in the community for many years pursues a warm and familiar taste. Taking Lanzhou Ramen as an example, the program pays more attention to complex processes and processes, and the soup bottom is time-consuming and labor-consuming; A cup of good wine is also about temperament and character. It takes time to answer with consumers whether fine and warm food can withstand the test of high standardization and industrialization. A bowl of smoky noodles and a bottle of different wine may be the products that the new generation of consumers really aspire to. Capital quickly beats consumers' hearts and taste buds by holding high and beating high. In front of highly condensed industrialized food, there is no loyalty and brand can be replaced at will. It is the price to be paid behind the rush of chain noodle restaurants and low alcohol wine. The business of "pleasing young people" is not easy to do A script, a DM, a store, some people make millions a year, others lose their money. In 2021, the 10 billion scale script killing industry has experienced the most fragmented and magical development cycle. Script killing is undoubtedly one of the most popular forms of entertainment for young people this year. Meituan recently released the 2021 entity script killing consumption insight report, which shows that the script killing market scale will reach 15.42 billion yuan in 2021, and the number of consumers is expected to reach 9.41 million, of which more than seven will become young people under the age of 30. The enthusiasm of young people has contributed to a new entrepreneurial outlet. According to tianyancha data, there are more than 10000 enterprises in China whose names or business scope include "script killing and board games", and whose status is in business, surviving, moving in and moving out. This year alone, China has added more than 5900 enterprises. Compared with last year, there were only more than 3200 new enterprises in China in 2020. In terms of geographical distribution, Jiangsu has the largest number of related enterprises, with more than 1200, and Liaoning and Shanxi rank second and third respectively. But the interests of young people,