The first joke:

A person with no experience in the catering industry opened a restaurant, and in just two months, he achieved the first place in the restaurant in his shopping mall. VC invested 60 million yuan, with a valuation of 400 million yuan. This restaurant is a carved beef brisket.

Only 12 course, spent 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 opening, we burned10000000 yuan and closed the test for half a year. During this period, we invited all the stars, talents and Weibo tubas to try it for free?

Why do you arrange the carved sirloin? What is the logic behind it?

The second paragraph:

This is an Amoy brand, which was launched in Tmall on June 20 12, and became the first online nut sales in China 65 days later; In 20 12, "Double Eleven" created a miracle of daily sales of 7.66 million, ranking first in the e-commerce food category in China; The monthly sales of 20 13 years 1 month exceeded 22 million; Up to now, it has sold more than 100 million yuan, and once again received an investment of 6 million dollars from IDG company. This brand is three squirrels.

Three squirrels' packages with brand cartoon images, unpackers, messages from big brother, nut packing bags, sealing clips, garbage bags, micro-magazines that convey brand ideas, cartoon key chains, and wet wipes.

Why should an amoy brand take pains to do this?

The third paragraph:

This is a company that has only been in business for three years. 20 1 1 annual sales of 500 million yuan; 20 12 years, with sales reaching 126 billion yuan; The sales of 20 13 reached13.27 billion yuan in the first half of the year, and it is estimated that the annual sales may exceed 30 billion yuan; In the new round of financing, the valuation reached $10 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?

Internet Thinking "Lonely Nine Swords"

I give a definition of Internet thinking: a way of thinking that re-examines 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 Alone" is a martial arts school of Huashan school, which emphasizes that "there is no trick to win" and focuses on the meaning of sword, which is similar to 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. Talk about my understanding of the Internet thinking system.

1, user thinking

The first trick of "Nine Swords of Dugu" is the general formula. If you can't learn the first trick, it will be difficult to understand the later tricks. 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: get "? Pan Jun shuts off Meng Yu? /p>

Successful internet products have seized "? Pan Kehe is thin? An Guan? Are you a common ape beer? Pan junbei? Pro-permanent strontium title? In the Johecha case, what happened to you? 5 hey? Where is the waste amaranth? What about returning to the capsule? Abandoned heroes retreat? Ski? Glaze yellow? Hey? What's the big deal? Q, Baidu, Taobao, WeChat, YY and Xiaomi all carry "? Pan Jun currency ape sand hit idle? /p>

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 there are a large number of fans who "protect the law" that Tiny Times 1 and Tiny Times 2 have created a box office myth that has accumulated more than 700 million.

Rule 3: Experience is supreme.

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. 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 Who-What-How model of brand marketing, Who, target consumers-"? Pan junbao? Hat, 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, with the explosion of information, users' 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 down 70% 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, 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". 20 13 went online in February, and achieved monthly sales of nearly10 million yuan in August.

From avenue to simplicity, the simpler things are easier to spread and the harder 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

The ultimate thinking is to achieve the ultimate in products, services and user experience, exceeding user 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 product 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 respected 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, and it is a people-centered, iterative and step-by-step development method, which allows for 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 slightly.

"Micro" should start with subtle user needs, be close to user psychology, and gradually improve in user participation and feedback. Maybe you think it's an insignificant point, but users may think it's very important. 360 security guard was just a security protection product, and later it became an emerging Internet giant.

Rule 9: Lean entrepreneurship, rapid iteration

"The martial arts in the world, only fast and unbreakable", only by responding to the needs of consumers quickly, can the products 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.

The iterative thinking here, for traditional enterprises, pays more attention to 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 component. "Where eyes gather, money will follow", flow is money, flow is entrance, and the value of flow need not be said.

Rule 10: Free is for better charging.

Internet products mostly strive for users and lock users with free strategies. At that time, 360 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 1 1: stick to the "critical point" of qualitative change

Any Internet product, as long as the number of active users reaches a certain level, will begin to undergo qualitative changes, 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.

6. Socialized thinking

The core of socialized commerce is the internet, and the customers the company faces exist in the form of the internet, which will change the whole form of enterprise production, sales and marketing.

Rule 12: make good use of social media

There is a brand that makes smart watches. Through 10 wechat, nearly 100 wechat groups discussed it, and more than 3,000 people forwarded it. 1 1 hour booked and sold 18698 T-Watch smart watches, with an order amount of more than 9 million yuan.

This is the charm of social marketing of WeChat friends circle. One thing to remember is that word-of-mouth marketing is not talking to itself, but must stand on the user's point of view and communicate with users in a user's way.

Rule 13: crowdsourcing cooperation

Crowdsourcing is an internet collaboration model with "bee colony thinking" and hierarchical structure as its core, and Wikipedia is a typical crowdsourcing product. Traditional enterprises should think about how to make use of the external brain, and they can be "enter into my snare, a talented person in the world" without recruiting.

InnoCentive website was founded in 200 1 year, and has become an important research and development supply and demand network platform in the fields of chemistry and biology. The company introduced the mode of "innovation center", which increased the external innovation ratio of the company from the original 15% to 50%, and improved the R&D capability by 60%.

Xiaomi mobile phone allows users to participate deeply in research and development, which is actually a crowdsourcing mode.

7. Big data thinking

Big data thinking refers to the understanding of big data and the understanding of enterprise assets and key competitive factors.

Rule 14: Small businesses should also have big data.

Generally, users will generate data at three levels: information, behavior and relationship. The precipitation of these data will help enterprises to make predictions and decisions. Everything can be digitized, and enterprises must build their own big data platforms. Small enterprises must also have big data.

Rule 15: Your users are everyone.

In the era of Internet and big data, the marketing strategy of enterprises should be targeted at personalized users for precise marketing.

After Yintai's online service, we opened offline physical stores and online member accounts, and laid free wifi in department stores and shopping centers. When a guest with a registered account enters a physical store and his mobile phone is connected to wifi, he

All interaction records with Yintai will be presented in the background one by one, and Yintai can judge consumers' shopping preferences accordingly. The ultimate goal of this is to realize the visualization of goods and inventory, and to communicate with users.

8. Platform thinking

The platform thinking of the Internet is the thinking of openness, * * * enjoyment and * * * win. The platform model is most likely to become an industrial giant. Among the world's largest 100 companies, 60 companies' main income comes from the platform business model, including Apple and Google.

Rule 16: Create an ecological circle in which many parties win.

The essence of the platform model is to build a multi-agent win-win and mutual benefit ecosystem.

The future platform struggle must be the competition between ecological circles. Baidu, Ali and Tencent, the three major Internet giants, have built strong industrial ecology around search, e-commerce and social interaction, so latecomers such as 360 are actually hard to shake.

Rule 17: make good use of existing platforms

When you don't have the strength to build an ecological platform, you should think about how to use the existing platform.

Ma Yun said: "Suppose I start my business again after 90. There is an Alibaba and a Tencent in front of me. I won't challenge it, and my heart can't be too big."

Rule 18: let enterprises become platforms for employees.

The organizational changes of Internet giants are all around how to build an internal "platform organization".

Including the spin-off of Alibaba's 25 business units and the adjustment of Tencent's 6 business groups, all aim to play the platform role of internal organizations. Haier has divided more than 80,000 people into 2,000 independent business entities, making employees real "entrepreneurs" and making everyone their own CEO.

Internal platformization is to become self-organization rather than other organization. His organization always takes orders from others, and self-organization is to innovate by himself.

9. Cross-border thinking

With the development of Internet and new technology, the boundaries of many industries have become blurred, and the tentacles of Internet companies have penetrated everywhere, such as retail, books, finance, telecommunications, entertainment, transportation, media and so on.

Rule 19: bring "users" to make princes

Why can these Internet companies participate in and even win cross-border competition? The answer is: users!

They master the user data on the one hand, and have the user thinking on the other, so they can naturally bring "users" to make the princes. Alibaba and Tencent successively bid for the bank, and Xiaomi made a mobile phone and made a TV. This is the truth.

The next decade will be an era of large-scale looting in China's commercial sector. Once the lifestyle of users changes fundamentally, enterprises that have no time to change will be doomed!

Therefore, the last rule: think with the Internet and make bold and subversive innovations.

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 network advantages, technological advantages and management advantages, upgrading and transforming traditional offline industries, changing the original industrial development rhythm and establishing 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.

Yimake believes that the future belongs to those who know the Internet in traditional industries, not those who know the Internet but don't know traditional industries.

Industrial opportunities belong to internet people who dare to use the internet to attack traditional industries, and the future must belong to people who can not only deeply understand the essence of traditional commerce, but also have internet thinking. Whether you come from traditional industries or the Internet. The future must belong to this O2O "amphibious talent".