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                              1. 一村资本SaaS系列研究:探索具有中国特色的SaaS行业发展之路
                                发布时间:2019-02-12 17:50:51|来源:|作者:

                                华人棋牌SUIMONIANCHU,TURUQILAIDEYIQINGYIWAIKESHOUSHUBANDEFANGSHIGAIBIANLEDAJIADESHENGHUO,YOUQISHIGONGZUODEFANGSHI。MUQIAN,QUANGUOYIQINGKONGZHIXINGSHIRENGRANYANJUN,GEQUYUQIYEPUBIANMIANLINYANQIKAIGONG。ZAICIYINGXIANGXIA,YEXIANQILEYUANCHENGBANGONG、ZAIXIANJIAOYU、ZHIBOPEIXUNDENGCHAOLIU。WEIQINGZHIZHONGWOMENKANDAOLEGENGDUOZHONGGUOSaaSQIYEFAZHANDEJIYU,XIANGXINDONGQUCHUNLAI,ZHENGGEXINGYEYEJIANGYINGLAIYIGEGENGCANLANDECHUNTIAN。

                                为何看好国内的企业级SaaS行业

                                ZHONGGUODEXIAOFEIJIHULIANWANGGONGSISHIZHIYIDAQUANQIUDIER,YUMEIGUOFENTINGKANGLI。GENJUHULIANWANGNVHUANGMALI·MIKEERFABUDE2019NIANDEHULIANWANGQUSHIBAOGAOLAIKAN,ZAIQUANQIUSHIZHIPAIMINGQIAN30DETo CHULIANWANGGONGSIBANGDANZHONG,MEIGUOZHAN18XI,ZHONGGUOZHAN7XI,BAOKUOALIBABA、TENGXUN、MEITUANDIANPING、JINGDONG、BAIDU、WANGYI、XIAOMI。

                                RANERZAIQIYEJIFUWULINGYU,ZHONGGUOQUEYUANXUNSEYUMEIGUO。MEIGUODETo BJUTOUZAISHIZHISHANGBUXUNYUXIAOFEIJIHULIANWANGGONGSI,Microsoft、Oracle、SAP、AdobeDENGITJUTOUGONGSIJUNRENGZAIZHUANGNIAN。MEIGUOCHAOGUO1000YIMEIJINDETo BJUTOUJIUYOU7JIA,FANGUANGUONEI,JINYOUYONGYOU、JINDIELIANGJIAJUYOUDAIBIAOXINGDELAOPAIRUANJIANQIYE,JIBIANZAIQUIOEDENGZHENGCEHONGLIDEJIYUXIA,RENGWEICHENGZHANGWEICHAOGUOQIANYIRENMINBISHIZHIDEJUTOU。

                                再细看企业级SaaS行业。美国上市的原生SaaS公司约为70家,贡献7000亿美金左右的市值,其中Salesforce一家的市值就高达1600亿美金,而国内目前上市的原生SaaS企业仅有微盟有赞华人棋牌,两家目前合计市值不到300亿港币。根据Blissfully出版的《2019 SaaS Trend》, 2018年美国平均每家公司在SaaS上的支出高达34万美金,平均每个员工使用至少8个SaaS软件。这些数据都远远高于中国SaaS行业的现状。这也意味着,中国的企业级SaaS行业至少还有几十倍甚至上百倍的增长空间。

                                中美SaaS企业的具体差异

                                从2010年起,国内出现了大量的创业者和SaaS领域投资者借鉴美国SaaS公司的“完美”模型和故事,想要创造中国的Salesforce和Workday,复制消费级互联网“Copy to China”的成功经验,但却鲜有成功。我们已经通过前两篇SaaS系列研究,借助经典模型来探索了决定SaaS估值高低的各项核心因素。在此基础上,我们尝试通过对中美SaaS企业发展的生态环境、客户情况等条件进行对比,进一步分析中美SaaS企业的具体差异。

                                01、IT咨询行业生态的缺失

                                美国SaaS行业的崛起离不开其完善、丰富的IT咨询生态,美国的中大型企业在搭建IT系统的过程中,非常依赖和信任埃森哲、IBM等IT咨询公司,而具备轻量部署、按需付费、高频迭代等优势的SaaS软件,逐渐成了专业IT咨询公司青睐的选型。IT咨询公司起到了教育市场及买方的作用,同时也促进了各个不同SaaS厂商在接口上的统一、功能上的聚焦。IT咨询公司、传统软件公司和新兴SaaS公司形成了IT大生态,共生共荣。

                                ERGUONEIDEITZIXUNGONGSIZAIXINGYEZHONGDEHUAYUQUANJIAORUO,ITCHANPINDEXUANXINGHEJUECEJIWEIGELIEHEFENSAN。QUEFALEITZIXUNZHEIYANGDEZHUANYEZHONGJIANCENG,GUONEIITSHICHANGXINGCHENGLEJIAFANGGUOYUQIANGSHIDESHICHANGGUANXING,JIAFANGXUQIU“MANHENG”、FUFEITIAOJIANKEKE。RUOSHIDESaaSGONGSIBUDEBUGEZIWEIZHAN,SHIDESHICHANGZHONGSaaSCHANPINJIEKOUNANYIHUTONG、GONGNENGBIANJIEMOHU。JIAYIFANGDIWEIDEBUPINGHENG、ZHUANYEITZIXUNZHONGJIANCENGDEQUESHI,GONGTONGDAOZHILESHICHANGJIAOYUJINCHENGHUANMAN。

                                02、客户构成

                                华人棋牌MEIGUOMINGXINGSaaSQIYEDADUOSHUYIFUWUZHONGDAXINGKEHUWEIZHU。JINGUANSalesforceZAICHUANGLIYISHISHICONGZHONGXIAOKEHUQIERU,DANSUIZHEKEHUSHENTOULVDETIGAO,YIJISUOFUWUQIYEDEBUDUANCHENGZHANG,DAXINGKEHUSHIXIANZAISalesforceZUIZHUYAODE“JINKUANG”。

                                FANGUANGUONEI,SHANGWUSaaSQIYETONGGUOFUWUZHONGDAXINGKEHUKUAISUFAZHANDECHENGGONGANLI,ZHUYAOYUANYINZAIYUGUONEIDEDAXINGKEHUYIGUOQI、ZHENGFUWEIZHU,ERZHEIXIEQIYEZAIXIANJINRENGGENGDUOSHIYUSUANHEJIAFANGSIWEI,DAOZHISHANGYUNYIYUANHESHIYONGBIAOZHUNHUASaaSCHANPINDEYIYUANJIAODI。WEIRAOZHEIXIEQIYEQUFUWU,SaaSMOSHIHENRONGYIZUOCHENGCHUANTONGITWAIBAOFUWUHEDINGZHIKAIFA,JINERSANGSHILESaaSMOSHIJIAOCHUANTONGRUANJIANSHOUMAIHEKAIFAMOSHIZUIYOUMEILIDEBUFEN。

                                JIBIANCONGZHONGXIAOQIYEKAISHIQIBU,ZHONGGUOSaaSQIYEDEKUNNANYEYUANDAYUMEIGUO。GENJUZHONGGUORENMINYINXINGXINGZHANGYIGANGDESHUOFA,ZHONGGUOZHONGXIAOQIYEDEPINGJUNSHOUMINGJINSANNIAN,ERMEIGUOZHONGXIAOQIYEPINGJUNSHOUMINGWEIBANIAN,RIBENWEISHIERNIAN,ZHEIZHIJIEDAOZHIZHONGGUOSHICHANGDEZHONGXIAOQIYEKEHUJISaaSCHANGSHANGDAILAIDELTVJIAZHIDADADIYUMEIGUOHERIBENSHICHANG。

                                从美国的经验来看,PaaS化、平台化是解决服务中大型客户的最佳途径,但PaaS和生态平台的搭建通常需要极大的前期投入成本和迭代周期,国内SaaS企业仍在前期投入和探索阶段。

                                03、付费能力

                                CONGFUFEINENGLILAIKAN,ZHONGGUOSaaSSHICHANGDEQIYEPINGJUNKEDANJIAJINWEI21.6MEIYUAN,ERMEIGUODA255MEIYUAN,XIANGCHAJIN10BEI。ZHONGGUOJINJINIANDEXIAOFEIHULIANWANGLANGCHAOPEIYANGLEDALIANGYOUZHIDECHANPINJINGLIHEMANONG,ZHENGGEHULIANWANGHERUANJIANXINGYECHUYUGONGCHENGSHIHONGLIJIEDUAN,JIUSaaSQIYEDECHANPINHUANENGLILAISHUO,GUONEIBUBIMEIGUOXIANGCHATAIDUO。HUANJUHUASHUO,GONGNENGHETIYANSHANGCHABUDUODEQIYEJISaaSCHANPIN,ZAIZHONGGUOZHINENGMAICHUMEIGUOSHICHANGYUE1/10DEJIAGE,RANGRENXIXUBUYI。

                                04、金额续费率

                                ZAIWOMENDEQIANLIANGPIANSaaSXILIEYANJIUZHONGTIDAO,JINEXUFEILVSHIHENGLIANGSaaSQIYEZUIZHONGYAODEZHIBIAOZHIYI,SHIYIGEQIYEZHUKEYITONGGUOCHANPINDIEDAI、CHANPINJUZHENYOUHUA、JINGXIHUAYUNYINGHEFUWUDENGFANGSHIBUDUANTISHENGDEZHIBIAO。JINEXUFEILVXIANGSHIYIGENZHANGWOZAIQIYEZHUZIJISHOUZHONGDEMOFABANG,QIYEZHUWANQUANKEYIZAIYIGEJIAOZHANGDEZHOUQIZHONG,TONGGUOTISHENGGAIZHIBIAOLAITISHENGSaaSMOSHIXIADELTV,YIJUEQUGENGDUODEKEHUJIAZHI,JINERQIAODONGGENGGAODEQIYEGUZHI。

                                MEIGUOMINGXINGSaaSGONGSIZUILIANGYANDEZHIBIAOBIANSHIJINEXUFEILV(net dollar retention rate),GAIZHIBIAOCHAOGUO100%DEGONGSIBIBIJIESHI。YUEGAODEJINEXUFEILVYEHUIXIANGYOUSHICHANGJIYUDEGENGGAODESHICHANGGUZHIYIJIA。

                                但在我们的投资实务中却发现,国内SaaS企业的金额续费率大多不尽人意,早期的国内SaaS企业客户到期流失率甚至达30%-40%以上。

                                我们总结了国内SaaS企业面临续费率瓶颈的几个主要原因:

                                华人棋牌●CHANPINWEIDADAOPMF(Product-Market Fit,CHANPINSHICHANGPIPEI ),JIUZAIZIBENDEZHUTUIXIAJIYUTUIXIANGSHICHANG

                                ●YIWEICopyGUOWAICHENGGONGDECHANPIN,DANYOUXIEXUQIUZAIGUONEIBINGBUCUNZAI,HUOSHIWEIXUQIU

                                华人棋牌●YOUYUZHONGDAQIYESHANGYUNHEFUFEIYIYUANBUQIANG,GENGDUOSaaSCHUCHUANGQIYEYIZHONGXIAOQIYEQIERUSHICHANG,ERZHONGXIAOQIYEMIANLINJIAOGAODEZIRANSIWANGLV

                                ●QIANQIGENGZHUZHONGHUOKEHEZENGSU,YIYINGHEZIBENDESUQIUHEZHUIQIUGENGGAODEGUZHI,QUEFADUIKEHUCHENGGONGHEKEHUFUWUDEZHONGSHI

                                ●CHANPINBINGBUZHUANZHU,ZHUIQIUDAERGUANG,TIGONGDECHANPINHEFUWUDEBIANJIEXIANGDUIMOHU

                                ●GUONEISHICHANGJINGZHENGGUOYUJILIE,MEIGEXIFENCHANPINZAIGUONEIDOUKEYILIESHANGSHIJIGESHENZHIJISHIGEJINGPIN

                                YIDANJINEXUFEILVYUDAOPINGJING,SaaSMOSHIDEFEILUNXIAOYINGJIUWUFADAKAI,JINERWUFAXINGCHENGLIANGXINGXUNHUANHEZENGQIANGXIAOYING。

                                思考在中国土壤下的SaaS发展之路

                                华人棋牌JIYUMUQIANGUONEISaaSXINGYEFAZHANDEXIANZHUANG,BINGJIEHEALI、TENGXUNDENGJUTOUDUICHANYEHULIANWANGDEZHONGSHIHESHENTOU,WOMENRENWEI,ZHONGGUOKENENGBINGBUHUICHUXIANSUOWEIDE“ZHONGGUOBANDESalesforce”——RUOQUZIXIYANJIUSalesforceDECHENGZHANGLICHENG,JIUHUIFAXIANQIJUDADECHENGGONGYOUQITESHULISHIJIYUHEBEIJING,QISHIHENNANFUZHI。

                                DANZHEIBUDAIBIAOSaaSQIYEZAIGUONEIMEIYOUQIANJING,QIAQIAXIANGFAN,WOMENRENWEIZAIZHONGGUODETURANGLIYIDINGHUISHENGZHANGCHUJUYOUZHONGGUOTESEDEQIYEJISaaSJUTOU,LEISIYUZAIZHONGGUOXIAOFEIJIHULIANWANGDELANGCHAOZHONG,SHENGZHANGCHULEZHIYOUZAIZHONGGUOCAIYOUDETENGXUNHEMEITUAN。

                                华人棋牌WOMENZHANGQIKANHAOZHONGGUODEQIYEJIITFUWUSHICHANGHEQIYEJISaaSFUWU,BINGCHIXUZAISISUOGUONEIDETURANGHEHUANJINGHUIYUNYUZENYANGDESaaSSHENGTAI。

                                01、以腾讯和阿里为中心的大SaaS生态

                                TENGXUNHEALIZUOWEIXIAOFEIHULIANWANGSHIDAIDELIANGDAJUTOU,ZAIGUOQUYINIANZHONGDUITo BLINGYUJINXINGLEZHUDUOTANSUOHEBUJU,YIBIANTONGGUOZIJIZAIXIAOFEIHULIANWANGSHIDAIJILEIDEJINGYAN、JISHUHENENGLI,ZHULIGEXINGYEZAICHANYEHULIANWANGDEFAZHAN,ZHEIYEWEIZHONGGUOSaaSXINGYEDEFAZHANKAIQILEXINDEPIANZHANG。

                                华人棋牌TENGXUNHEALIFENBIEZAI2019NIANSHANGBANNIANTUICHUQISaaSJIASUQI,GEZIDAJIANSHENGTAIXITONG。ALIYUNTICHUBUZUOSaaS、XUANZE“BEIJICHENG”ZHANLVE,WEISaaSHUOBANTIGONGSHANGYE、JISHUZHICHI;TENGXUNDEBUZIMAIDEGENG“DA”XIE,TUICHUTENGXUNSaaSQIANFANJIHUA,BINGZUZHIDAJIAN“SaaSJISHULIANMENG”, WEISaaSCHANGSHANGTIGONGXIAOSHOU、JISHU、ZIBENDENGFUWU,BANGZHUGENGDUOSaaSYOUZHIQIYESHIXIANCONGZHANLVEDAOLUODIJIASU。CHUCIZHIWAI,HUAWEIYUN、JINSHANYUNDENGYUNCHANGSHANGYEZAIYUNNIANGZIJIDESHENGTAIBUJU。

                                KEYISHUO,ZAITENGXUNHEALIDENGSHENGTAIFANGGAOJUGAODADEZHANLVETUIDONGXIA,GUONEISaaSXINGYEYOULEQUANXINDECHUANGYEFENWEI、XINGYETURANGHESHENGTAIHUANJING。GUONEIBUFENSaaSCHUANGYEGONGSIYEKAISHIJIJIYONGBAOSHENGTAIHUOBAN,RUSCRMLINGYUDELINGDAOZHELIUDURENHEXUANBUQUANMIANKAIFANGAPI,YUSHENGTAIFANG、KEHUGONGJIANSHUZIJINGJISHENGTAI。XIANGXINYUELAIYUEDUODESaaSCHUANGYEGONGSIHUICAIQUHEZUO、KAIFANGDETAIDU,YONGSHENGTAIDESIWEIERFEICHANPINHEGONGJUTIGONGFANGDESIWEI,YUSHENGTAIFANGYITONGJIANGZHENGGEZHONGGUODEQIYEJIFUWUSHICHANGDEDANGAOZUODA。

                                02、老牌软件巨头依旧是重要的力量

                                华人棋牌JINGUANGUONEIYONGXIANLESHUYIQIANJIDEYUANSHENGSaaSQIYE,DANLAOPAIRUANJIANJUTOU,RUYONGYOU、JINDIE、JINSHANDENGYIRANSHIBUKEHUSHIDELILIANG。CONGMEIGUODEFAZHANJINGYANLAIKAN,MUQIANSaaSSHOURUZUIDADESHANGSHIGONGSIYIRANSHILAOPAIQIYEWEIRUAN,DEYIYUOffice 365TAOJIANDINGYUESHOURUDECHIXUZENGZHANG,WEIRUANDESaaSSHOURUGUIMOZI2016NIANQICHAOYUELESalesforce。TONGSHI,Adobe、OrcaleDENGJUTOUYEZAIJIJIZHUANXING,CONGSHOURUJIEGOUSHANGLAIKAN,AdobeYIJINGCHENGGONGZHUANXINGWEISaaSGONGSI,QISHIZHIZAI10NIANJIANYEFANLE10BEIYISHANG。

                                华人棋牌GUONEIDEYONGYOU、JINDIE、JINSHANDENGCHUANTONGRUANJIANSHANGYEZAIJIJIZHUANXING,YUNFUWUDESHOURUZHANBIJINJINIANLAICHIXUZENGJIA。JINGUANHUIYUDAOTUANDUIJIYIN、XIAOSHOUQUDAOZHUANXINGDENGZHONGZHONGKUNNAN,DANZHEIXIELAOPAIRUANJIANCHANGSHANGZAICIQIANSHIJINIANJILEIDEZHENGQIZIYUAN、KEHUGUANXI、ITNENGLIJUNSHIYUANSHENGCHUANGYEGONGSIWUFABINIDE,SHIGUONEISaaSHUALANGCHAOZHONGDEYIGUZHONGYAOQIEBUKEHULVEDESHILI。

                                03、顺应政府、国企的私有云、混合云等部署需求

                                HEMEIGUOSHICHANGBUTONG,ZHENGFU、JIGUANSHIYEDANWEIHEDAXINGGUOQISHIGUONEIZUIDAJIZUIJUFUFEINENGLIDEITRUANJIANCAIGOUQUNTIZHIYI。SUIZHEYUNJISUANJISHUDECHENGSHUYIJIZHENGCEDEGULI,YUELAIYUEDUODEZHENGFUHEDAXINGGUOQIKAISHIJIESHOUSaaSHUADEFUWUFANGSHI。DANZHEILEIKEHUDUISHUJUYINSI、ANQUANXING、DINGZHIHUAKAIFARENGYOUHENGAODESUQIU,ZHEIDUISaaSCHANPINDEYUNDUANBUSHU、BIAOZHUNHUAJIAOFUZAOCHENGLETIANRANDEKUNNAN。

                                GUONEIDESaaSQIYEYEZAIJIJITANSUOSHIYINGZHENGFU、DAXINGGUOQIDEJIEJUEFANGAN,RUTIGONGZHUANSHUYUNHUOHUNHEYUNDEBUSHUFANGSHI。ZHEILEIKEHUCHUYUSHUJUANQUANDENGKAOLV,KEYIJIANGMINGANSHUJUHUOGUANJIANXINGDEGONGZUOFUZAIFANGZAISIYOUYUNSHANG,HUOZHESHIZHIDINGDEGONGYOUYUN(RUDIANXINHELIANTONGDENGYUNYINGSHANGXIADEGONGYOUYUN),ERJIANGYIBANDESHUJU、HUOSHIXUYAOKUOZHANDEGONGZUOFANGZAIALIYUN、TENGXUNYUNDENGGONGYOUYUNSHANG。

                                华人棋牌TONGGUOZHUANSHUYUNHUOHUNHEYUNDEBUSHU,ZHENGFUHEDAXINGGUOQIJIEJUELEBUFENHOUGUZHIYOU,DANSaaSCHANGSHANGRENGYAOBIMIANXIANRUGUODUODEJIYUSIYOUYUNHEBENDIHUADEDINGZHIKAIFA。MIANDUIJUYOUZHONGGUOTESEDEZHENGQIKEHU,SaaSCHANGSHANGMENHAIXUJINXINGGENGDUODETANSUO。

                                04、探索双轮驱动的模式

                                华人棋牌WOMENRENWEI“SaaS+X”DESHUANGLUNQUDONGMOSHIZHIDEGUANZHU 。QIANWENSHULILEZHONGMEISaaSXINGYEDECHABIE,YOUYUXIANJIEDUANGUONEISaaSXINGYEKEHUDEFUFEIYIYUANJINENGLIBUZU,DAOZHISaaSGONGSIZAICHUCHUANGQIWANGWANGHUIMIANLINBIWOMENDAJIANDEBIAOZHUNMOXINGGENGCHADEXIANJINLIU。RUGUONENGXUNZHAOYIGEHEZHUDADESaaSCHANPINYOULIANDONGXINGDEDIERYEWU,CHANSHENGJIAOCHAXIAOSHOU、HUOTIGONGJINGYINGSHANGDEXIANJINLIUBUCHONG,ZEHUIDADAHUANJIESaaSYEWUQIANQIDEJINGYINGYALI,BINGTIGAOKEHUDEZHANXING。

                                一村资本投资的微盟集团便是此类模式,其探索出了“商业云、销售云SaaS+精准营销业务”的双轮驱动模式。微盟集团于2019年初成功登陆港股,成为了国内SaaS企业独立上市第一股,目前是国内市值和收入规模最大的原生SaaS公司。根据我们的观察,其他SaaS领域也不乏此类的探索,如智能客服SaaS+外包BPO服务,HR SaaS+招聘、测评业务,医药SaaS+CRO服务等,这些基于行业理解提供的更深层次的综合解决方案,可以多环节解决客户痛点,一定程度上提高客户粘性并攫取更多单客户价值和收入。

                                华人棋牌ZHIDEYITIDESHI,SaaSXINGUIShopifyZAIQUNIANMEIGUOZIBENSHICHANGSHANGSHOUDAOGAODUREPENG,YIDINGCHENGDUSHANGYESHIYINQISHANGYEYUNSaaS+ZHIFUJIEJUEFANGAN(Shopify payment solution)DESHUANGLUNMOSHIBEISHICHANGZHANGQIKANHAO。

                                总结

                                华人棋牌BENWENWEIYICUNZIBENQIYEFUWUYANJIUYUANDUIYUSaaSDEXILIEYANJIUXILIEZHISAN。ZAITONGGUOGOUJIANKEDUIBIMOXING、YONGJINRONGYUANLIJIEGOUSaaSGUZHIAOMI、YIJIDUIBIZHONGMEISaaSXINGYEDEFAZHANXIANZHUANGHOU,WOMENKANDAOLEZHONGGUOQIYEJIFUWUSHICHANG、YOUQISHIQIYEJISaaSFUWUSHICHANGCUNZAIDEWENTIHECHAJU,DANYEBUZHUODAOLEJUDADEKONGJIANHEJIYU。

                                ZAITo CXIAOFEIHULIANWANGLINGYU,ZHONGGUOYIJINGDANSHENGLEZHONGDUOLINGXIANSHIJIE、GAIBIANXINGYEDEQIYE,YINERWOMENYEXIANGXINZHEIGESHICHANGKEYIYUNYUCHUWEIDADETo BJUTOU。WOMENJIANXINHAODECHANPIN、JISHU、TUANDUI,JIEHESaaSMOSHIDEFEILUNXIAOYING,KEYIDAILAIJIDADEJIAZHIZENGZHIKONGJIAN。ZAIZHONGGUODECHUANGYETURANGZHONG,DENGZHEWOMENQUFAXIANHEWAJUEJUYOUZHONGGUOTESEDESaaSJUTOU。


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