Let's start with three jokes.
the first joke: a person who has no experience in the catering industry opened a restaurant, and in just two months, he won the first place in the restaurant in his shopping mall; VC invested 61 million yuan, with a valuation of 411 million yuan. This restaurant is a carved beef brisket.
There are only 12 dishes, and it cost 5 million yuan to buy out the recipe of Dai Long beef brisket, a Hong Kong god of food. Each pair of chopsticks is customized and brand-new, and can be taken home after eating; The boss spends a lot of time staring at the voice of dissatisfaction with the dishes and services every day; Before the opening ceremony, it burned RMB 11 million for half a year, during which all the celebrities, talents and Weibo tubas were invited to try it for free ...
Why did you arrange this? What is the logic behind it?
Let's look at the second paragraph: This is an Amoy brand, which was launched on Tmall in June 2112, and became the first seller of online nuts in China 65 days later; In 2112, "Double Eleven" created a miracle of daily sales of 7.66 million, ranking first in China e-commerce food category; In October 2113, the monthly sales exceeded 22 million; Up to now, it has sold more than 111 million yuan, and once again received an investment of 6 million dollars from IDG company. This brand is three squirrels.
Three squirrels have packages with brand cartoon images, unpacking boxes, messages from big brother, nut packing bags, sealing clips, garbage bags, micro magazines that convey brand ideas, cartoon key chains, and wet wipes.
an amoy brand, why bother to do all this?
Let's look at the third paragraph: this is an enterprise that has only been in business for three years. In 2111, the sales volume was 511 million yuan; In 2112, sales reached 12.6 billion yuan; Sales in the first half of 2113 reached 13.27 billion yuan, and it is estimated that the annual sales may exceed 31 billion yuan; In the new round of financing, the valuation reached US$ 11 billion, ranking fourth among domestic Internet companies.
this enterprise is Xiaomi. Lei Jun said that participation is the biggest secret of Xiaomi's success. How to understand the sense of participation?
Although these three enterprises belong to different industries, they are strikingly similar. We all call them Internet brands.
what is the internet thinking behind them?
I have given a definition of Internet thinking: a way of thinking to re-examine the market, users, products, enterprise value chain and even the whole business ecology under the background of the continuous development of technologies such as (mobile) Internet, big data and cloud computing.
"Nine Swords in Dugu" is a martial arts school of Huashan school, which emphasizes that "there is a trick to win without a trick" and focuses on the meaning of the sword, which is similar to the internet thinking. It also means that Internet thinking will reshape and subvert all kinds of traditional industries just like the "Nine Swords of Dugu" cracking the martial arts of all factions in the world.
let me talk about my understanding of the internet thinking system.
1. User's thinking
The first move of "Nine Swords of Dugu" is the general formula. If you can't learn the first move, it will be difficult to understand the later moves. The same is true of Internet thinking. Internet thinking, the first and most important thing, is user thinking. User thinking refers to "user-centered" thinking in all aspects of the value chain.
as a manufacturer, we must establish a "user-centered" corporate culture from all aspects of the whole value chain, and only by deeply understanding users can we survive. Without approval, there is no contract.
There are several rules:
Rule 1: Whoever gets diaosi wins the world
Successful Internet products have grasped the needs of diaosi group and grassroots group. This is an era when everyone calls himself "diaosi" and thinks he is "Gao Fushuai" and "Bai Fumei" in his bones. When your product can't make users a part of the product and can't be connected with them, your product is bound to fail. QQ, Baidu, Taobao, WeChat, YY, Xiaomi, all of them take diaosi as their hegemony.
Rule 2: Selling a sense of participation
One case is customization on demand, and the manufacturer can provide products that meet the individual needs of users, such as Haier's customized refrigerator; Another situation is to optimize products with users' participation, such as the brand "Qigege". Every time a new product goes on the market, it will put the designed style in the fan group it manages and let fans vote. These fans decide the final trend and will naturally pay for these products.
Let users participate in brand communication, which is the fan economy. Our brand needs fans, not just users, because users are far less loyal than fans. Fans are the best target consumers, and once emotional factors are injected, defective products will be accepted. In the future, brands without fans will die.
The movie Tiny Times scored less than 5 points on Douban, but the average age of this movie audience is only 22 years old. These fans are Jing M.Guo's rich mines. It is precisely because of a large number of fans that Tiny Times 1 and Tiny Times 2 have created a box office myth with a total of more than 711 million.
Rule 3: Experience first
A good user experience should start from the details and run through every detail, which can make users feel something, and this perception should exceed users' expectations, bring surprises to users and run through the whole chain of communication between brands and consumers. To put it bluntly, it is to keep consumers cool all the time. The folding of public accounts in the new version of WeChat is a typical choice of "user experience first".
the user's thinking system covers the most classic brand marketing model, Who, the target consumer-"diaosi"; What, consumer demand-selling a sense of participation; How, how to achieve it-the whole user experience is supreme.
2. Simple thinking
In the Internet age, the user's patience is getting less and less, so we must catch him in a short time!
Rule 4: Focus, less is more
Apple is a typical example. In 1997, Apple was close to bankruptcy, and Joe helped the Lord to return, cutting 71% of the product line and focusing on developing four products, which made Apple turn losses into profits and come back to life. Even in 5S, there are only five iPhone.
Brand positioning should also be focused, giving consumers a reason to choose you, and one is enough.
RoseOnly, a popular online flower brand recently, is positioned as a high-end crowd. The flower buyer needs to be bound with the ID number of the flower recipient, and each person can only be bound once, which means "only love one person in his life". It was launched in February 2113, and its monthly sales reached nearly RMB 11 million in August.
From the main road to Jane, the simpler things are easier to spread, and the harder it is to do. Only concentration has strength and can achieve the ultimate. Especially in the start-up period, it is impossible to survive without concentration.
Rule 5: Simplicity is beauty
In product design, subtraction should be done. The appearance should be concise and the internal operation flow should be simplified. Google's homepage is always a refreshing interface. Apple's appearance and Tesla's appearance are all designed like this.
3. Extreme thinking
Extreme thinking is to make products, services and user experience to the extreme and exceed users' expectations. What is the ultimate? The ultimate is to put your life on the line.
Rule 6: Create products that make users scream
Create the ultimate products with extreme thinking. There are three methods: first, "demand should be grasped accurately" (pain point, itching point or excitement point); Second, "I have to push myself hard" (to the limit of my ability); Third, "management should be closely watched" (the product manager wins the world). All industries are media. In this era of social media, good products will naturally form word-of-mouth communication.
screaming means that the product must be done to the extreme; The ultimate is to surpass the user's imagination!
Rule 7: Service is Marketing
Afu essential oil is a well-known Taobao brand, and its ultimate pursuit of service experience can be seen in two small details: 1) Customer service takes turns to work 24 hours a day, using Thinkpad Little Red Riding Hood notebook to work, because it is more convenient to switch windows with this computer, which can save consumers a few seconds; 2) There is a "CSO", that is, the chief surprise officer, who looks for potential salesmen or experts in user messages every day, and will send packages to the other party after finding them to create surprises for this possible "opinion leader".
Haidilao's service concept is highly praised by many people. However, under the wave of Internet thinking sweeping the whole traditional industry, if Haidilao can't reconstruct the enterprise with Internet thinking, it may be Haidilao.
4. Iterative thinking
"Agile development" is a typical methodology of Internet product development. It is a people-centered, iterative and step-by-step development method, which allows shortcomings, continuous trial and error, and continuous iteration to improve products.
There are two points in this, one is "micro" and the other is "fast".
Rule 8: Focus on small things, and innovate micro
"micro" should start with subtle user needs, be close to user psychology, and gradually improve through user participation and feedback. Maybe you think it's an insignificant point, but users may think it's very important. 361 security guard was just a security protection product, and later it became an emerging Internet giant.
Rule 9: Lean entrepreneurship, fast iteration
"The martial arts in the world are quick and unbreakable". Only by responding to the needs of consumers quickly, the products can be closer to consumers. Zynga Game Company updates the game several times a week, Xiaomi MIUI system insists on weekly iteration, and even the menu of Carved Beef brisket is updated every month.
For traditional enterprises, the iterative thinking here is more focused on the awareness of iteration, which means that we must pay attention to consumer demand in time and even in real time, and grasp the changes of consumer demand.
5. Flow thinking
Flow means volume, and volume means weight. "Where eyes gather, money will follow", flow is money, flow is entrance, and the value of flow need not be said.
Rule 11: Free is to better charge
Most Internet products try their best to win users and lock them in with the free strategy. At that time, 361 security guards invaded the anti-virus market with free anti-virus, and it turned upside down for a while. Look back, Kaspersky, Rising and other anti-virus software, it is estimated that few computers will still be installed.
"Free is the most expensive". Not all enterprises can choose the free strategy, which depends on products, resources and timing.
Rule 11: Stick to the "critical point" of qualitative change
As long as the number of active users of any Internet product reaches a certain level, it will begin to undergo qualitative change, thus bringing business opportunities or value. QQ could not have today's corporate empire without its persistence in those days. In the era of attention economy, only by doing the flow first can we have a chance to think about the following problems, otherwise we will not even have a chance to survive.
A truly awesome person must be a cross-border person who can find his own coordinates at the intersection of science and technology and humanities at the same time. A truly powerful enterprise must be an organization that holds users and data resources and dares to innovate across borders.
Li Yanhong pointed out: "The biggest opportunity for the Internet industry lies in giving full play to its own advantages in network, technology and management, so as to upgrade and transform traditional offline industries, change the original industrial development rhythm and establish new rules of the game.
The above is my summary of the Internet thinking "Nine Swords Alone".
whether an industry has potential today depends on how far it is from the internet. Enterprises that can really reconstruct with Internet thinking can truly win the future.
Xiu Xiu Cai Wensheng of Meitu said: The future belongs to those who know the Internet in traditional industries, not those who know the Internet but don't know traditional industries.
Fu Sheng of Jinshan Network said: Industrial opportunities belong to Internet people who dare to use the Internet to attack traditional industries.
We believe that the future must belong to people who can not only deeply understand the essence of traditional business, but also have Internet thinking. Whether you come from traditional industries or the Internet. The future must belong to this O2O "amphibious talent".
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