Three segments of Internet thinking:
The first segment:
A person with no experience in the restaurant industry opened a restaurant, and in just two months, achieved the first place in the ping efficiency of the restaurant in the shopping mall where it is located; the VC invested 60 million yuan, valued at 400 million yuan RMB, the restaurant is carving master brisket.
Only 12 dishes, spent 5 million yuan to buy out the Hong Kong food god Dai Lung brisket recipe; each pair of chopsticks are customized, brand new, and can be taken home after eating; the owner spends a lot of time every day to stare at the voice of dissatisfaction against the dishes and service; burned 10 million to engage in a half a year of closed beta test before opening, during which all kinds of celebrities, celebrities, and microblogging users were invited to try free food. ......
Why is Eagle Brisket organized this way? What is the logic behind it?
The second paragraph:
This is a Taoist brand, which was launched on Tmall in June 2012, and became the No. 1 seller of nuts in China's network 65 days later; in 2012, "Double Eleven" created a miracle of daily sales of 7.66 million yuan, which was ranked No. 1 in China's food category of e-commerce; and in 2013, sales exceeded 22 million yuan in a single month in January. Sales of more than 22 million in a single month in January 2013; so far more than a year, the cumulative sales of more than 100 million, and once again won the IDG company 6 million U.S. dollars in investment. This brand is three squirrels.
Three Squirrels with the brand cartoon image of the package, opener, express big brother message, nut bags, sealing clips, garbage bags, micro-magazines to convey the brand's concept, cartoon key chains, and wet wipes.
A naughty brand, why go to the trouble of doing all this?
The third paragraph:
This is a company that has been in business for only three years. 2011 sales were 500 million yuan; in 2012, sales reached 12.6 billion yuan; in the first half of 2013 sales reached 13.27 billion yuan, and it is expected that annual sales may exceed 30 billion yuan; in the new round of financing, the valuation reaches 10 billion U.S. dollars, which is ranked as the fourth largest domestic Internet company.
This enterprise is millet. Lei Jun said that the sense of participation is the biggest secret of millet's success. How to understand the sense of participation?
These three enterprises, although belonging to different industries, are strikingly similar, and we all call them Internet brands. What exactly is the Internet thinking behind them?
Internet thinking, "The Nine Swords of the Lone Ranger"
I gave a definition of Internet thinking: a way of thinking that revisits the market, the user, the product, the enterprise value chain, and even the entire business ecosystem against the backdrop of the ever-developing technologies of the (mobile) Internet, big data, and cloud computing.
"The Nine Swords of Dokuroku" is the martial arts school of the Huashan Sword Sect's Feng Qingyang, which emphasizes that "no move is better than a move" and focuses on the meaning of the sword, which is similar to that of Internet thinking. It also means that Internet thinking will be like the "Nine Swords of the Lone Ranger" to crack the world's schools of martial arts, to reshape and subvert all kinds of traditional industries. Speaking of my understanding of the Internet thinking system.
1, user thinking
"Dokuroku Nine Swords" is the first trick, the first trick will not be able to learn, after the trick will be difficult to comprehend. Internet thinking is the same. Internet thinking, the first and most important, is user thinking. User thinking, refers to all aspects of the value chain should be "user-centered" to consider the problem.
As a manufacturer, from the entire value chain, we must establish a "user-centered" corporate culture, only a deep understanding of the user to survive. Without recognition, there is no contract.
There are several laws:
Law 1: The "losers" will win the world
Successful Internet products have captured the needs of the "losers group" and the "grassroots family". "
Law 2: Selling Participation
One situation is on-demand customization, manufacturers can provide products to meet the personalized needs of users, such as Haier's customized refrigerators; another situation is in the user's participation to optimize the product, such as Amoy brand "seven grams of the", each time a new product is listed, the design of the style to its management of the fan base. For example, the Taobao brand "Qiguege" puts the design of each new product into the fan group it manages and lets the fans vote on it, and these fans decide the final trend and naturally pay for these products.
Letting users participate in brand communication is the fan economy. Our brands need fans, not just users, because users are far less loyal than fans. Fans are the highest quality target consumers, and once the emotional element is injected, flawed products will be accepted. In the future, brands without fans will die out.
The movie "Small Times" Douban rating is less than 5 points, but the average age of the movie-going crowd is only 22 years old, and these fans are exactly the rich mine of Guo Jingming. Because of the large number of fans "protection", "Small Times 1" "Small Times 2" to create a cumulative more than 700 million box office myth.
Law 3: experience first
Good user experience should start from the details, and throughout every detail, can let the user have a sense, and this perception to exceed the user's expectations, to the user to bring surprises, through the whole chain of communication between the brand and the consumer, to put it bluntly, it is to let the consumer a straight cool. WeChat's new version of the public account of the folding treatment, is very typical of the "user experience first" choice.
User thinking system covers the most classic brand marketing Who-What-How model, Who, target consumers - "losers"; What, consumer demand - peddling participation; How - peddling participation; How - peddling participation.
2, minimalist thinking
Internet era, the information explosion, the user's patience is getting less and less, so it is necessary to catch him in a short period of time!
Law 4: Focus, less is more
Apple is a typical example, Apple was close to bankruptcy in 1997, the return of the master of Joe, cut 70% of the product line, focus on the development of 4 products, making Apple turn a profit, back from the dead. Even by the 5S, there were only 5 iPhone models.
Brand positioning should also be focused, give consumers a reason to choose you, one is enough.
Recently a very hot network of flowers brand RoseOnly, its brand positioning is a high-end crowd, buyers need to buy flowers with the recipient of the ID card number binding, and each person can only be bound to once, meaning that "love only one person for a lifetime". 2013 February on-line, in August, to achieve monthly sales of nearly 10 million yuan. The company's sales are expected to grow by more than 10 million dollars a month in August.
The road is simple, the simpler things are, the easier it is to spread, the more difficult it is to do. Focus is the power to be the ultimate. Especially in the start-up period, can not do focus, there is no possibility of survival.
Law 5: Simplicity is beauty
In terms of product design, subtraction should be done. The appearance should be simple, and the inner operation process should be simplified. the Google home page will always be a refreshing interface, the appearance of Apple, Tesla Motors, are all designed in this way.
3, extreme thinking
Extreme thinking, that is, the products, services and user experience to the extreme, beyond the user's expectations. What do you mean by extreme? Extreme is to put your life on the line.
Law 6: Build products that make users scream
Build extreme products with extreme thinking. There are three methodologies: first, "demand to catch the right" (pain point, itch or excitement); second, "they have to push hard" (to the limit of their ability); third, "management to keep an eye on it " (the product manager gets the world). All industries are media, and in this age of social media, good products will naturally form word-of-mouth communications.
Screaming means that the product must be done to the extreme; extreme, that is, beyond the user's imagination!
Law 7: service is marketing
Ave Essential Oil is a well-known Taobao brand, there are two small details can be seen in its ultimate pursuit of the service experience: 1) customer service 24 hours a day rotating work, the use of Thinkpad Little Red Hat laptop work, because the use of such computers to switch the window is more convenient, you can allow consumers to wait a few seconds less; 2) there is a "CSO", the Chief Surprise Officer, looks for potential salesmen or experts in the user's messages every day, and sends out packages to them after finding them, creating surprises for this possible "opinion leader".
Haidilao's service concept is respected by many people, but in the Internet thinking swept the entire traditional industry under the wave, if Haidilao can not use the Internet thinking to reconstruct the enterprise, if you can not learn, may be Haidilao.
4, iterative thinking
"Agile development" is the typical methodology of Internet product development, is a human-centered, iterative, step-by-step development methodology, allowing for shortcomings, trial and error, and improve the product in the continuous iteration.
There are two points here, a "micro" and a "fast".
Law 8: focus on the small, micro-innovation
"Micro", to start from the subtle user needs, close to the user's psychology, in the user participation and feedback in the gradual improvement. "Maybe you think it is an insignificant point, but the user may think it is very important." 360 security guards back then is just a security protection product, and later also became an emerging Internet giant.
Law 9: Lean startup, fast iteration
"The world's martial arts, only fast not broken", only to quickly respond to consumer demand, the product is more likely to be close to the consumer. zynga game company several times a week on the game update, millet MIUI system adhere to the iteration of the week, even the Eagle Beef Brisket's menu is also updated monthly.
The iterative thinking here is more focused on iterative awareness for traditional businesses, meaning we must pay attention to consumer needs in a timely manner and even in real time to grasp the changes in consumer demand.
5, traffic thinking
The traffic means volume, volume means weight. "Where the eyes gather, money will follow", the flow is money, the flow is the entrance, the value of the flow is not necessary to say.
Law 10: Free is to charge better
Internet products are mostly free strategy to strive for users, lock users. When the 360 security guards, with free antivirus invasion of the antivirus market, a time to stir the sky and the earth, look back, Kaspersky, Rising Star antivirus software, it is estimated that there are not a few computers will be loaded with.
"Free is the most expensive", not all companies can choose a free strategy, due to product, resources, timing.
Law 11: adhere to the qualitative change of the "tipping point"
Any Internet product, as long as the number of active users to reach a certain level, will begin to produce qualitative change, which will bring business opportunities or value. QQ if there is no year of perseverance, it is impossible to have today's corporate empire. Attention economy era, the first traffic to do up, only to have the opportunity to think about the back of the problem, otherwise not even the opportunity to survive.
6, social thinking
Social business is the core of the net, the company faces customers in the form of a network, which will change the entire form of business production, sales, marketing and so on.
Law 12: Make good use of social media
There is a brand doing smart watches, through 10 microblogging, nearly 100 microblogging group discussion, more than 3,000 people forwarding, 11 hours booking sold 18,698 T-Watch smart watches, the amount of orders of more than 9 million yuan.
This is the charm of social marketing in WeChat's circle of friends. One thing to remember is that word-of-mouth marketing is not self-talking, it must stand in the user's point of view and communicate with the user in the user's way.
Law 13: Crowdsourcing
Crowdsourcing is a model of Internet collaboration centered on "swarm thinking" and hierarchical structures, and Wikipedia is a typical crowdsourcing product. Traditional companies need to think about how to utilize the external brain, without recruiting, can be "the world's best talent into my enough".
InnoCentive, founded in 2001, has become an important R&D supply and demand network platform in the chemical and biological fields. The company introduced the "innovation center" model, increasing the proportion of innovation outside the company from 15% to 50%, and increasing its R&D capacity by 60%.
Xiaomi's cell phone is actually a kind of crowdsourcing model by y involving users in its research and development.
7, big data thinking
Big data thinking, refers to the awareness of big data, the understanding of enterprise assets, key competitive elements.
Law 14: Small business should also have big data
Users on the network generally generate data at three levels: information, behavior, and relationship, and the precipitation of this data helps companies make predictions and decisions. Everything can be data-enabled, and companies must build their own big data platforms, small businesses, too.
Law 15: Your users are everyone
In the age of the Internet and big data, a company's marketing strategy should be targeted at personalized users to do precision marketing.
After Yintai went online, it opened up member accounts in offline stores and online, and set up free wifi in department stores and shopping centers. when a guest who has registered an account enters a physical store and connects his cell phone to the wifi, all the records of his interaction with Yintai will be presented in the background, and Yintai will be able to judge the shopping preferences of the consumers accordingly. The ultimate goal is to visualize products and inventory, and to communicate with users.
8, platform thinking
The platform thinking of the Internet is open, *** enjoy, *** win thinking. The platform model is most likely to achieve industrial giants. In the world's largest 100 companies, 60 companies' main income comes from the platform business model, including Apple, Google and so on.
Law 16: Create a multi-party ****-winning ecosystem
The essence of the platform model is to create a multi-party ****-winning ecosystem of mutual benefit.
The future of the platform fight, must be the competition between the ecosphere. Baidu, Ali, Tencent three Internet giants around the search, e-commerce, social each constructed a strong industrial ecology, so the later such as 360 is actually very difficult to shake.
Law 17: make good use of existing platforms
When you do not have the strength to build an ecological platform, then we must think about how to use the existing platform.
Ma Yun said: "Assuming that I am 90 years after the re-entry, there is an Alibaba in front of me, there is a Tencent, I will not challenge with it, the heart can not be too big."
Law 18: Let the enterprise become a platform for employees
The Internet giants' organizational changes are all centered on how to build internal "platform-type organization".
Including Alibaba's 25 business divisions split, Tencent's six business groups adjustment, are aimed at playing the role of internal organizational platform. Haier divided more than 80,000 people into 2,000 self-management bodies, allowing employees to become real "entrepreneurs", so that everyone becomes their own CEO.
Internal platformization is to become a self-organization rather than other organizations. The other organization is always at the beck and call of others, the self-organization is to innovate by oneself.
9, cross-border thinking
(With) the development of the Internet and new technologies, the boundaries of many industries have become blurred, and the tentacles of Internet companies have become pervasive, (such as) retail, books, finance, telecom, entertainment, transportation, media and so on.
Law 19: Bring the "user" to order the vassals
These Internet companies, why can participate in or even win the cross-border competition? The answer is: users!
They have mastered the user data on the one hand, and on the other hand, they have the user thinking, naturally, they can carry the "user" to order the vassals. Alibaba, Tencent successively bid for the bank, millet to do cell phones, do TV, are such a reason.
The next ten years, China's business sector is the era of large-scale robbery, once the user's lifestyle has undergone a fundamental change, too late to change the business, will certainly be robbed!
So, the last law: with Internet thinking, bold disruptive innovation.
A truly awesome person must be a cross-border person, able to find their own coordinates at the intersection of science and technology and humanities at the same time. A truly awesome enterprise must be an organization that holds users and data resources in its hands and dares to innovate across borders.
Li Yanhong pointed out: "The biggest opportunity for the Internet industry is to utilize its network advantages, technological advantages, management advantages, etc., to enhance and transform offline traditional industries, change the original rhythm of industrial development, and establish new rules of the game.
The above is my summary of Internet thinking, "The Nine Swords of the Lone Ranger".
Today, to see if an industry has any potential, we need to see how far it is from the Internet. The only way to truly win the future is to reconfigure your business with Internet thinking.
Yimak believes that the future belongs to those who understand the Internet in traditional industries, not those who understand the Internet but do not understand traditional industries.
Industrial opportunities belong to the Internet people who dare to use the Internet to launch an attack on traditional industries, and the future must belong to those who can y understand the nature of traditional business as well as those who have Internet thinking. Whether you are from the traditional industry or the Internet field. The future must belong to this O2O "amphibious talent".