"Netease cloud music" to create a "Huawei G7" in the moment

A domestic The two sides worked together to create an original radio program called "Huawei G7 Self...Moment", which centers on the connotation of Huawei G7's "Self...Moment" and combines with the social platform of NetEase Cloud Music, not only to create the first cell phone product with FM radio mode and the target group's emotion***sing, but also to provide a model for domestic brands to innovate the music marketing road.

Case study on cross-border thinking on the Internet2

Going to Taobao to buy a Vanke house

Taobao and Vanke are "strong together", and it seems to be the case that the two companies have been working together for a long time. The first step is to make sure that you have a good understanding of what you are doing and how you are doing it. For the cooperation between the two, there are a lot of people who applaud and scoff at the idea. Another well-known real estate leader even said publicly that "Taobao customers are not our customers, two customer groups, Taobao customers can not afford to buy our house."

But in my opinion, Vanke's move is not to sell as many houses through Taobao, the biggest value is to enhance visibility, but also collected a large number of customer data, which is a greater wealth Oh.

On the Internet cross-border thinking case 3

"millet" dating "the United States"

The marriage of millet and the United States has caused heated discussions in the industry, Gree Dong Mingzhu, chairman of the group, even blasted, "two liars together, is a group of thieves," but this does not affect the industry's attention to this deal. Lei Jun seems to be playing a big chess, the future, we may see millet and the United States in the smart home and other aspects of cooperation and innovation, the United States millet marriage will also stimulate more home appliance companies to seek a joint approach to confrontation.

On the Internet cross-border thinking case 4

Look at the "Lu Jinshou" of the "Luo Zhusi thinking"

Lu Jinshou just like the big brother of the Internet financial industry, playing the "cross-border camping"

The "cross-border camping" of the Internet financial industry, playing the "cross-border camping" of the Internet financial industry. "Farewell gift". Whether the users who grabbed this "gift" really feel "spring-like warmth" we do not know, but the cooperation between the two sides is a remarkable case of cross-border marketing.

More interestingly, as Luo Zhenyu's "best friend" and Wang Shi's girlfriend, Tian Pujun, who is also a member of Luo Lixis, gladly agreed to become a customer of Lufthansa. The company's "two birds with one stone" approach is a good idea.

On the Internet cross-border thinking case 5

"BMW" "Mercedes-Benz" of the "World Cup".

The quadrennial World Cup is a carnival for the whole world, and the marketing battle is very lively. "BMW and Mercedes-Benz are both high-end German automobile brands, these two former competitors, during the World Cup in the Year of the Horse, in order to support the country and "turn enemies into friends", at the same time in its official microblogging post the World Cup Germany. The two former competitors, in order to support the country during the World Cup in the Year of the Horse, "turned enemies into friends", and at the same time in its official microblogging posted the World Cup Germany team's cheer microblogging, and *** with the launch of the #We are one team # such a theme spirit. The two brands also paid homage to each other in the name of their countries, showing that the two strong brands had carefully planned their World Cup marketing together. Kudos to BMW and Mercedes-Benz for their marketing ideas!

Internet thinking of cross-border thinking

"Cross-border" is the Internet era from the professional thinking to cross-border thinking of the trend of change, and the corresponding value discovery thinking. In the traditional industrial era, the realization of the value of an enterprise is usually through the design of products, procurement of raw materials, processing and production, packaging, storage and transportation, marketing and customer purchase of this linear model to be realized, in this model, the enterprise is to follow the product provider and product consumers between the law of the one-sided market, and in the Internet thinking, the two-sided market or even multi-faceted market has become the core of the times.

For example, Google and Baidu provide people with accurate and convenient search query service products, and Facebook and Sina Weibo provide people with social services. Although they don't charge the users, the advertising value and other commercial value derived from the huge traffic is far more than the value of a single product in traditional business. This is the main reason why many traditional industries are overwhelmed by Internet thinking.

The core of cross-border thinking is actually value discovery thinking, when you provide value to new stakeholders, then the original model of subversion seems logical. Now the industry is most often referred to as the "wool out of the cow, but by the pig to pay the bill" is actually the best interpretation of the value of the discovery of thinking.

The use of Internet thinking usually produces some "cross-border competition" phenomenon. The emergence of such enterprises will often be at the same time to combat and radiation to the previous and their positioning is not the same manufacturers, such as millet, it is in the high-end radiation at the same time, but also pull together some of the low-end users, radiation to the low-end cell phone manufacturers. Another example is the balance treasure, the difference between the balance treasure and millet is that millet across the boundary of the user, while it crosses the boundary of the business, the balance treasure is essentially a money fund, but it triggered the competition with the banking industry.

Eagle Beef Brisket similarly crosses the boundary of the user, impacting both the high-end and low-end restaurant industry to some extent. Regarding Tesla, it encompasses two types of cross-border of users and cross-border of industries. Looking at the future trend, since the whole Tesla car is intelligently designed, the industries that trigger cross-border competition are likely to be more numerous.

Case: the cross-border phenomenon of Master Eagle Beef Brisket

Master Eagle, founder of the No. 1 Taobao cosmetic brand, Aphrodite Essential Oil, killed his way into the restaurant business and founded the Master Eagle Beef Brisket restaurant. As a newcomer to this field, Eagle Beef Brisket opened more than two months to achieve the first place in the performance of the restaurant units in the mall where it is located. Despite the fact that catering is a traditional industry, from product positioning to online marketing communications, Master Eagle has grafted the Internet playbook into the operation of Master Eagle Beef Brisket and started the journey of O2O catering.

First, product positioning - less and more refined

A good restaurant is not about the number of dishes, but about the refinement of the product and the continuous optimization of the user experience. The true meaning of O2O is the Internet model from the beginning of the product positioning, rather than a simple group-buying coupon, carving the master brisket so only 12 dishes, less than McDonald's (Figure 2-8). In addition, before the online game is launched, there will be a "closed beta" activity, inviting players to play, to find out the defects and correct them. This approach has also been carried over to the restaurant by Master Carver, in addition to testing the service, but also to optimize the product. The first step is to make sure that you are able to get the most out of your time and money, and that you are able to get the most out of your time and money, and that you are able to get the most out of your time and money.

Second, marketing promotion - with microblogging detonation traffic

The core of network marketing is the traffic, with the traffic has everything. In the closed beta period of the restaurant, only invited people can come to eat, and these people tend to send microblogging or WeChat to say their own consumption experience, creating a sense of mystery in the restaurant at the same time, but also create a good word of mouth. In the pre-opening period, Eagle Beef Brisket used microblogging to play a big game, such as the store does not allow children under the age of 12 to enter the store has attracted great controversy, but Eagle is happy to help scold his people retweeting microblogging, because to enhance the flow of traffic is the king's way.

Third, interaction - using WeChat to maintain the old customers

In the Aphrodite venture, the carver from the customer feedback tasted sweet, so in the process of running the restaurant carver also pay attention to the customer feedback, every day staring at the microblogging, WeChat and other platforms, once found that the customer has dissatisfied with the The place, will be ready to feedback, as long as the fans say that the dish is not delicious, this dish will certainly disappear from the menu. Eagle this personally when customer service, every day to deal with the behavior of bad reviews to all employees set an example, pay attention to user feedback is the vocation of each employee.

The play of microblogging in network marketing is generally used to detonate the topic, and WeChat is an important channel to maintain the old customers, if the restaurant has a new dish, it will be through WeChat to notify the old customers, there are pictures, text, and flavor descriptions. And this can not be sent on the microblogging, so as to reflect the exclusivity of the old customers. The restaurant's VIP card is also built on WeChat, and users have to follow the public account of Eagle's Beef Brisket and answer questions to pass before they can get the identity. Although this kind of play is very common online, it's still a very innovative move for a physical restaurant.

Through the analysis of the above three aspects, we can see that the success of the cross-border marketing of the carving master brisket is by no means accidental, years of Taobao experience to let the carving master to use the **** of network marketing to realize the Taobao and catering **** win.

Internet new economy of cross-border thinking

Now there is a popular saying, that is, the Internet thinking to destroy the traditional world, which industry is low quality of people, into which industry, must be able to bring them to the bottom of the pile, a lot of people in the traditional industry can not see, they can not understand the logic of the Internet new economy.

In 2013, traditional media advertising generally declined, and new media advertising did not have much growth, so where did the advertising money go? In fact, it is because people build their own media, no longer need to powerless traditional media to help them do marketing. In industrial society, the industrial chain and media chain are separate, for example, magazines are responsible for the production of content, cohesion of attention, industry advertising in magazines, which is horizontal collaboration. In the future, the media and the industry chain should be a kind of vertical conversion, the industry chain builds its own media, or the media builds its own industry chain.

Soho China's Pan Shiyi is a representative of the industry building its own media. He's a celebrity himself, and when you talk about the properties that Pan Shiyi has developed, everyone knows about them, such as Soho Shangdu and Jianwai Soho, so he doesn't put out regular ads anymore. Xiaomi doesn't advertise, but it sold 18 million phones last year. Apple advertises, but it still relies on its own marketing channels. Apple has never been an electronics company, it is a media company. Why? First, it makes the phone design very beautiful; second, it lets people all over the world help it do content; third, it makes the launch like Hollywood blockbusters, strict confidentiality before the announcement, released twice a year, typical of the operation of the movie. People in industrial society can't understand, think Apple belongs to the manufacturing industry, in fact, it never manufacture.

Now this industrial society in the next ten years will be the end of all, only many people do not realize that this destructive force is rising. The future competition is not peer competition, but cross-border mix and match across the competition. Why is millet gross profit so high? Because it put the traditional baggage all thrown down, do not need to channel replenishment, do not need to give wholesalers back, do not need to set up maintenance outlets, through the Internet to minimize transaction costs.

The future of all industries are media, all content is advertising, many people think this is an arbitrary statement, in fact, they do not understand the reason.

Case Analysis of Internet Thinking Related articles :

★ Internet Thinking and Legislation

★ Lei Jun's Internet Thinking

★ Robin Li's Internet Thinking

★ Internet Era Business Thinking

★ Ten Classic Case Examples of Lateral Thinking

★ Teachers of the Internet thinking is how

★ Internet thinking mode of how to run the restaurant business

★ Mobile Internet entrepreneurship - don't be deceived by the so-called Internet thinking

★ The classic 10 classic cases of reverse thinking stories

★ The classic case of divergent thinking 9