---
title: "B2B Discussion: Calling B2B Device-to-Device Is the Greatest Blasphemy Against B2B!"
description: "A recent article criticizing Wei Zhe claims B2B is process-to-process and device-to-device, but this view is far from the true nature of B2B. The popular understanding of B2B is a business category, focusing on commercial relationships and flows, not physical equipment."
author: "谭长春"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-04-20"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/VXJo2WhW4VgFLtr5pNC0BQ"
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# B2B Discussion: Calling B2B Device-to-Device Is the Greatest Blasphemy Against B2B!

> A recent article criticizing Wei Zhe claims B2B is process-to-process and device-to-device, but this view is far from the true nature of B2B. The popular understanding of B2B is a business category, focusing on commercial relationships and flows, not physical equipment.

**Introduction:**
Recently, I came across an article criticizing Wei Zhe, saying that his discussion of B2B hasn't even entered the door, and then presenting the author's own view: B2B is process-to-process, device-to-device!
We just want to say, isn't this view still a hundred thousand miles away from B2B, let alone finding the door?! If you don't understand it yourself and still criticize so fiercely, that's quite a rogue move. How can people survive this?
**The Popular B2B Is a Business Category**
Obviously, from the perspective of mobile internet or even the internet, the current popular B2B is a business category. So originally, it was called Business to Business, corresponding to Business to Customer. Wei Zhe once mentioned in an article that he had exchanges with Ma Yun, who had his own understanding: their B2B should be Businessman to Businessman, not just Business to Business. It should be said that Ma Yun's understanding of the mobile internet is quite profound and accurate. Because what the mobile internet changes first is the relationship between people, and then in the business field, it becomes changes in business relationships.
The author, as someone studying supply chains, completely from another supply chain perspective, that is, production, equipment, factories, logistics, etc., casually refutes content in the business field, which is only too ridiculous.
Does he understand business, including commercial flow, information flow, management flow, logistics, and capital flow? First, in the mobile internet era, many processes are already integrated into mobile internet tool systems. Second, which content and steps in these require equipment? Require factories? Require construction sites?!
**The Misleading Financial Attribute of B2B**
B2B does have financial attributes, but to this day, please don't guide or implement business models that aim to make money from finance!
The financial attribute of B2B exists because there are capital transactions between the two B's, and both sides have capital needs. However, over-amplifying the financial attribute of B2B will lead B2B startups down an increasingly narrow or even wrong path!
Due to the commercial transactions between the two B's and the capital flow in between, some B2B platforms have dreams of capital occupation and lending. But we must ask: given how difficult it is to attract customers and aggregate operations for the two B ends, with such high costs and the lack of enthusiasm from both B ends, why not take the money you've raised and directly engage in internet finance?!
At the same time, as it is still a form of commerce, we should encourage B2B entrepreneurs to do their own business well, rather than developing in directions they are not familiar with and where the environment and conditions are increasingly difficult.
**Some B2B Startups Haven't Stepped Out of the Misconceptions from the Year Before Last or Last Year**
Due to exchanges, observations, and even cooperation with many B2B benchmark companies, I've found that they have some wavering in their operational thinking, and some have now reached a state of confusion and hesitation! In fact, this reflects the lack of strategic planning beforehand.
B2B itself is meant to connect the two B ends and use its own operational system to open up, connect, integrate, operate, and manage the original non-mobile-internet-era operations between them in a more advanced and effective way. So, it's more of a service system, because the product isn't yours, and you can't earn brand premium. So, it's hard-earned money, but there must always be a link between the two, so there are still some opportunities. The mobile internet is the best tool to connect everything and has already broken down various barriers.
Perhaps B2B companies are running at full speed, or haven't even started running, but the mobile internet dividend is gone. The two B ends are also seeing things more clearly and have matured. This brings certain obstacles or higher costs to using mobile internet methods for opening up, connecting, and operating. It seems that services alone are hard to make money from. So, we see a large number of B2B companies still holding onto the money-making ideas from the dividend period of last year and the year before, not realizing that diligent management and deep cultivation are the way out. They may still be dreaming of making money through B2B e-commerce as a good path!
Since I started contacting B2B in 2014, I've always felt that B2B is mainly a tool and system for improving the effectiveness, efficiency, and benefits of operations between the two B ends, possibly mainly a service system. It's still hard to see a completely disruptive model above this, although it can't be ruled out in the future. For those innovating and starting businesses in B2B, except for those who were originally operating between or in the middle of the two B ends, where time costs, cognitive costs, and improvement costs are not so high, outsiders entering should not have too high expectations.
**B2B Is Actually in Deep Water and Hot Fire Now; Let's Not Add Salt to the Wound!**
B2B has two types: one is cross-border entrants from outside, who may not have deeply understood the profound internal background of B2B and the foundations needed for future development; the other is mostly transformed from the original dealer groups, who mostly explore while doing, the so-called trial and error. If the trial is right, it's right; if it's wrong, there's no way. Both have certain risks.
Now, the main problem with the B2B model is that due to the end of the mobile internet dividend and the competition from several aspects in the future, B2B operators face the outcome of never making money or at most making a tiny profit.
And the operations they want to graft on to make a profit, such as opening their own terminal stores for higher gross margins, doing finance to make money from finance, building their own logistics to earn a tiny profit from logistics, warehouse management to earn a tiny profit, relying on manufacturers' promotions or expense support, and the so-called extended profitability of big data, etc., these, to be honest, are all somewhat unreliable!
So, B2B companies are basically already on the road to earning money from farming; let's not add salt to their wounds! Perhaps future mergers and cooperation can lead them to new paths!
Now, how to develop and obtain a system that makes their B2B more effective, efficient, and beneficial, and to find (don't explore on your own; there will be external forces) good B2B operation and management, is the way out!
**Introduction:**
Tan Changchun, committed to selling any product as a fast-moving consumer good. General Manager of Huaxia Jishi Marketing Consulting Company, Chief Consultant of the Group, Special Expert Consultant of Kotler Consulting Group, Project Director of TNS Market Research Consulting Company. Founder of the Integrated Marketing System. Well-known marketing expert and trainer; Special Lecturer for the China Marketing Director Qualification Exam, Distinguished Lecturer for "Frontier Lectures," Gold Medal Lecturer of the Training Expert Group of "Sales and Market," and Special Lecturer for Marketing Director Classes at several top domestic universities.
Weibo: http://weibo.com/1159426107
WeChat Official Account: chnstone1
China Sales Force: http://t.cn/RIV73Dd
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