Huawei: How can we mold a scholar into a warrior and a hero?
Today, we are playing mobile phones at the dinner table, in the car, anytime and anywhere, which turns mobile phones into electricity. The washboard becomes an electric washing machine, the fan becomes an electric fan or air conditioner, and the freezer becomes an electric refrigerator. Electricity has completely changed the world.
In the pc era, Europe has fallen behind. In the era of mobile Internet, Europe is far behind.
What has changed behind the Internet and mobile Internet?
Constant era and chaotic era
Hundreds of years of industrial civilization have precipitated a large number of outstanding enterprises and many classic theoretical weapons; But the problem is that they are used to the existence of the "constant era".
Afu essential oil: positioning+changing channels
Afu essential oil has been offline since 2005, with hundreds of counters, but it has been the second child in the essential oil industry for thousands of years. Taobao opened its store in 2009, becoming the first domestic essential oil within two years, which is the sum of the second to the tenth.
Afu offline began in 2005 and expanded its sales through Taobao in 2009.
Personally, if there is no offline entity to do exposure and experience, Taobao alone can't do this scale. He is a smart man with a business mind and has seized the space of "making the first" in this category.
Three rules: any consumer can't remember more than three products in a version, and it is difficult to create categories. Find out whether there is a gap between the existing categories, first find the pain points of the categories, find the differences in the categories, and then go back to the original point to think. For example, from developing purifiers-finding a large number of purifiers to thinking about the origin of purifying air-into an air purification scheme.
Three stages of brand building
The first stage: Pk mind
The second stage: supplementary memory
The third stage: when others exaggerate, others just see it. When you do it properly, others may not see it. Many brands change their advertising language prematurely. If your brand has seized a category from the beginning, you'd better choose simple and rude advertising language to deepen consumers' memory.
Successful positioning can guarantee ten years of good luck.
note:
1, limited to a limited number of improved products: positioning products with infinite changes can't save lives.
2. Please always publicize that you are the first, and consumers will not know until you are about to vomit.
Refuse to be a purifier, don't rush into a red sea, there is no profit, there is too much competition, there are many categories, and the competition is greater. Be a category with low competition at medium and high prices, find a big demand point and enlarge it.
Think back to the original point of view. If possible, consider whether this category is a product with high consumer awareness.
Open your mind-emphasize the core of brand concern
This stage is thorough.
Enhanced memory
Constantly enlarge
It is meaningful for people to remember the brand, and it must be very exaggerated for users to remember it.
User behavior is typical, users only love themselves, only publicize or amplify brand characteristics, and insist that
The motivation of starting a business comes from the love of one thing. Only by loving deeply can we find the status quo and pain points and solve them.
Be good at discovering the characteristics of your own business.
Enlarge their own characteristics and sell human needs.
I agree. There are many things to do in subtraction, but the result, cost and time should be considered in everything.
Five people can do 15 things at the same time, but they are not careful.
Three stages
Endowment incentive and resource utilization
Fun-based on love
Emotion-Who is Altruism?
Brand promotion needs innovative ideas.
Hot spot, keep the heat.
But not all brands can be promoted at zero cost.
Question: The definition of slogan must consider the particularity of the industry and whether the industry has a fixed or iterative personality and limited promotion, so that people can remember it first.
Everyone has everyone's characteristics, and we must know our own advantages and disadvantages in what we do.
The greatest contribution of the chairman is to liberate his employees, let them release their abilities and do what they are good at, including the chairman himself.
You must first find a pain point. This category is real. In this category, there is no first brand in the eyes of consumers, so you have a chance.
Product differentiation is an unbreakable law in the Internet age.
In the brand slogan, you must exaggerate, otherwise others will not see it, and your target consumers will find it when you want to vomit.
Successful positioning can guarantee ten years of good luck, but only limited to improved products. If the field can be improved infinitely, the positioning theory is useless. For example, mobile phones and cars can be improved infinitely, but Nongfu Spring is water anyway.
Carving beef brisket: blue ocean strategy
The rise of 1 and shopingmall has brought about changes in the catering industry.
2. Implement the blue ocean strategy of "addition, subtraction, multiplication and division" through the screening of target customers.
3, online promotion, offline harvesting
4, 5-star dishes; 4-star environment; 3-star service; 2-star price; 1 order of magnitude (because reservations are not accepted).
Business logic, looking for product promotion space in your own category, can be style or product characteristics.
When I was in Afu, I realized that retail would be eliminated by e-commerce.
Many people are questioning whether the cut beef brisket is delicious. In fact, this is a false proposition, because if there is a unified standard for food, there will be no word "difficult to adjust".
In the restaurant with per capita 150, can you find a restaurant with more sense of ceremony and delicacy than carved beef brisket?
Add, subtract, multiply and divide the carved sirloin;
There is only 12 course, and the main course is only two or three courses (but it is changed every month) (you should be good at subtraction and have few dishes. After many trainings, the kitchen can make dishes beautifully.
Central kitchen, a large number of semi-finished products distribution
/kloc-children under 0/2 are not accepted, and family dinners are reduced.
Restrain the sale of drinks and avoid noise and sedentary.
The way French food is served ensures the taste after eating for a long time.
It's 300 square meters, and one can be filled in at 9 o'clock.
The final result is: high turnover rate, high rent, high labor and high food expenses.
O2o arrives at home and stores * * * in the middle (irregular and random)
The essence of o2o is a reform to reduce users' travel cost, living cost and time cost.
Does o2o have to be served by people? Why can't the service go to people? So I made a beaver house, demolished the shop and let people out.
At present, it is not allowed to associate the beaver family with nail art, because people can't think that the beaver family can only do nail art, and that's it.
Experience: constantly creating topics.
Adhere to the topic selection meeting-open a brain hole once a week
Capturing Hot Spots-Bitcoin? African sacred meat? Running man? (At one time, Bitcoin was very popular. We announced that the cut beef brisket accepted bitcoin. The next day, the TV station came to interview and didn't spend a penny. )
The key is to keep warm-don't be scolded (never be afraid that someone doesn't like you, being scolded is normal)
Slogan's brand is not easy to change, but it is a limited improvement product, such as Nongfu Spring selling water. If there is no quality problem, it may still exist after 20 years.
But products that can be improved infinitely, such as mobile phones, may be implanted after 20 years, and there is no mobile phone. This industry is prone to subversive technologies, so it is necessary to iterate quickly and change quickly.
Will "shops" be revolutionized?
In the future, many service industries will become a combination of home, store and China.
Mobile Internet: Re-imagine!
What is the essence of business? All the projects of Beaver House are not the ultimate goal, but the ultimate goal is their own brand.
Only products that do not require rapid iteration can reduce Slogen.
On the surface, I have done a lot of things. In fact, I did one thing: I found a business opportunity and found a small partner team to divide the work.
Q: What you do is light assets, but you always take financing. What did you do with all your money?
Master Diao: Actually, the business model of Ah Fu and Master Diao's beef brisket is very simple and clear. However, the business model of Beaver House is very uncertain, which requires a lot of investment to burn users' habits.
Every bubble will give birth to the next great company. The Internet bubble in 2000 left Google.
Before every big change, there is an equation to be solved:
Ma Hua Teng almost sold qq for 3 million;
Ebay used to be the boss of e-commerce. Charged, people ran away.
How to make money from Internet traffic? Later, this equation was solved, three: advertising, games, and e-commerce.
One of the analytical tools, high frequency or low frequency?
Didi started out as a taxi and has a large installed capacity.
Generally speaking, the same industry axis, high frequency beat low frequency.
Didi relies on starting from the installed capacity of taxis, forming a high-frequency opening, and then cutting into the transfer, surpassing the convenience of car pioneers.
From this point of view, the price of e is not optimistic;
Strangely, Didi Carpool is not worried about Didi, because they are not in the same industry, and the opponent of Didi Carpool is essentially Momo.
On the same industry axis, people like to open the one that is always open.
The essence of Didi is to do personalized docking.
Example: Didi started with the installed capacity of taxis, forming a high-frequency opening, and then cut into the special car, which surpassed the convenience of the pioneer of the special car.
In the private car market, it is easy to educate drivers and passengers. Didi only needs to educate passengers at first, because taxis already exist.
Taxis are originally one-dimensional and related to roads and pricing, while Uber is two-dimensional, placing orders online and pricing according to market demand. Tick-tock carpooling is essentially a stranger, and various scenes of 020 have begun to take shape. Many people make reservations through specific scenes, and beautiful women will have various platforms to pay for everything.
From this perspective, e-driving is not optimistic. Didi recently launched a driver's drive.
Strangely, Didi Carpool is not worried about Didi, because they are not in the same industry? Tick-tock carpooling is essentially an opponent of Momo.
Why did Uber win the Nobel Prize? For example, taking a taxi is only related to distance, and Uber is related to time.
Scenes are very important, such as what I said today. I have written articles, but you will find it more reasonable to listen to them on the spot.
Analytical tool 2: Is it just needed? Crowd size
Food, clothing, housing and transportation are just needed, but for example, learning belly dancing and styling pets depends entirely on opportunities.
For example, manicure is just needed by a small number of people, but the proportion is too small for 65.438+300 million people. Hairdressing is just needed by the whole people, but the frequency is too low.
High frequency, just need, the whole crowd, only food delivery and travel?
Let's first grasp the crowd and the crowd axis through this small part of manicure.
Analysis tool 3
Is it one-to-one or one-to-many
The so-called o2o is action, but everything is money!
Delivery and dry cleaning are essentially one-to-many businesses, and there is a lot of room for improvement in efficiency.