What is the essence of Internet thinking?

Three jokes about Internet thinking:

The first joke:

A person with no experience in the catering industry opened a restaurant in only two months Within a short period of time, the restaurant in the shopping mall ranked first in sales per square meter; VC invested 60 million, with a valuation of 400 million yuan. This restaurant is Diaoye Beef Brisket.

There are only 12 dishes, and it cost 5 million yuan to buy the beef brisket recipe of Dai Long, the god of food in Hong Kong; each pair of chopsticks is customized and brand new, and you can take it home after the meal; the boss spends a lot of time every day Staring at the voices of dissatisfaction with the dishes and service; before opening, we burned 10 million and conducted a closed beta test for half a year. During this period, we invited celebrities, celebrities, and Weibo celebrities to try it for free?

Why is Diaoye beef brisket? Arrange it this way? What's the logic behind this?

Second paragraph:

This is a Taobao brand. It was launched on Tmall in June 2012 and became the number one online nut seller in China 65 days later; on the 2012 Double Eleven "Created a miracle of daily sales of 7.66 million, ranking first in China's e-commerce food category; in January 2013, the monthly sales exceeded 22 million; in more than a year now, the cumulative sales have exceeded 100 million, and once again won the IDG 600 Thousands of dollars of investment. The brand is Three Squirrels.

Three squirrels include packages with brand cartoon images, box openers, courier messages, nut packaging bags, sealing clips, garbage bags, micro magazines conveying brand concepts, cartoon key chains, and wet towel.

Why does a Taobao brand take such pains to do this?

The third paragraph:

This is a company that has only been in business for three years. Sales in 2011 were 500 million yuan; in 2012, sales reached 12.6 billion yuan; sales in the first half of 2013 reached 13.27 billion yuan, and it is expected that full-year sales may exceed 30 billion yuan; in a new round of financing, the valuation reached 10 billion USD, ranking fourth among domestic Internet companies.

This company is Xiaomi. Lei Jun said that participation is the biggest secret to Xiaomi’s success. How to understand participation?

Although these three companies belong to different industries, they are surprisingly similar. We all call them Internet brands. What is the Internet thinking behind them?

Internet thinking "Dugu Nine Swords"

I have defined Internet thinking: in the (mobile) Internet, big data, and cloud computing In the context of the continuous development of science and technology, we need to re-examine the market, users, products, corporate value chains and even the entire business ecosystem.

The "Nine Swords of Dugu" is the unique martial arts technique of the Huashan School Sword Sect. It emphasizes that "there are no moves to win, but there are moves", focusing on the sword's intention, which is similar to the thinking of the Internet. It also means that Internet thinking will reshape and subvert various traditional industries just like the "Dugu Nine Swords" cracked the world's martial arts. Let me talk about the Internet thinking system as I understand it.

1. User thinking

The first move of "Dugu Nine Swords" is the general formula. If you cannot learn the first move, it will be difficult to understand the subsequent moves. The same goes for Internet thinking. The first and most important thing about Internet thinking is user thinking. User thinking refers to “user-centered” consideration of issues in all aspects of the value chain.

As a manufacturer, you must establish a "user-centered" corporate culture from all aspects of the entire value chain. Only by deeply understanding users can you survive. Without recognition, there is no contract.

There are several rules here:

Rule 1: Get “?Pan Jun Guan Knocking Mangan Yu?/p>

Catch more successful Internet products Lived "? Pan Ke He Sui Bo? An Wan? Astragalus Sui Bao male 枨蟆Ｕ馐和拓鋈巳尳野ape? Pan Junbei? Kiss Yong strontium title? Make an appointment with Hecha case 鐒huang А baked Ting saddle 锵phan Feed barium neon shell? 5 jump startled Mou? Where the waste amaranth Mi has no С noon? Return to the capsule wandering chaff Zheng? Huang Xiong retreat? Skid? Glaze 蝝黄穑? Shocked Mou? Fancuo Huangsheath О艿 copy? Q, Baidu, Taobao, WeChat, YY, and Xiaomi all carry "?Pan Junbi ape sand smash idle?/p>

Rule 2: Sell a sense of participation

One situation is to press If customization is required, manufacturers can provide products that meet the individual needs of users, such as Haier's customized refrigerators; another situation is to optimize products with user participation, such as the Tao brand "Qigege". Every time a new product is launched, They will put the designed styles into the fan groups they manage and let fans vote. These fans will determine the final trend and will naturally pay for these products.

It is convenient for users to participate in brand communication. It’s the fan economy. Our brand needs fans, not just users, because fans are far less loyal than fans. Once emotional factors are injected, defective products will also be accepted. A brand without fans will perish.

The movie "Tiny Times" has a Douban score of less than 5, but the average age of the movie-watching crowd is only 22 years old. These fans are Guo Jingming's bonanza. With the support of a large number of fans, "Tiny Times 1" and "Tiny Times 2" have created the myth of a cumulative box office of more than 700 million.

Rule 3: Experience comes first

Good users. The experience should start from the details and run through every detail, allowing users to feel something, and this perception should exceed user expectations and bring surprises to users. It should run through the entire chain of communication between the brand and consumers. To put it bluntly, it is to let users feel the experience. Consumers have always been happy. The folding of public accounts in the new version of WeChat is a typical "user experience first" choice.

The user thinking system covers the most classic brand marketing Who-What-How. Model, Who, target consumers - "?Pan Junbao?hat, consumer needs - selling a sense of participation; How, how to achieve - the entire user experience comes first.

2. Simple thinking

In the Internet era, information explosion makes users less and less patient. Therefore, 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. Boss Qiao returned, cut off 70% of the product line, and focused on developing 4 This product turned Apple from losses to profits and brought it back to life. Even with the 5S, there are only 5 iPhone models.

Brand positioning should also be focused and give consumers a reason to choose you. One is enough.

RoseOnly, a recently popular online flower brand, is positioned for high-end people. Flower buyers need to bind the ID number of the flower recipient, and each person can only bind it once, which means "Only love one person in your life." It went online in February 2013 and achieved monthly sales of nearly 10 million yuan in August.

The simpler the thing, the easier it is to spread and the harder it is to make. Only by focusing can you have the power and achieve your best. Especially during the entrepreneurial period, if you can't focus, you won't be able to survive.

Rule 5: Simplicity is beauty

In terms of product design, subtraction is required. The appearance should be simple and the internal operation process should be simplified. The Google homepage always has a refreshing interface. The appearance of Apple and Tesla cars are all designed in this way.

3. Ultimate thinking

Extreme thinking is to make products, services and user experience the best and exceed user expectations. What is ultimate? The ultimate is risking your life.

Rule 6: Create products that make users scream

Use extreme thinking to create the ultimate product. There are three methodology points: first, "the needs must be grasped accurately" (pain points, itching points or excitement points); second, "one must push oneself hard" (reach the limit of one's ability); third, "management must keep an eye on "It's tight" (If you have a product manager, you will win the world). All industries are media. In this social media era, good products will naturally form word-of-mouth communication.

Screaming means that the product must be made to the extreme; extreme means exceeding the user's imagination!

Rule 7: Service is marketing

Afu Essential Oil is a well-known Taobao brand. There are two small details that show its ultimate pursuit of service experience: 1) 24-hour customer service Take turns to work and use Thinkpad Little Red Riding Hood notebooks to work, because using this kind of computer to switch windows is more convenient and allows consumers to wait a few seconds less; 2) There is a "CSO", that is, the chief surprise officer, who looks for potential prospects in user messages every day The salesman or expert will send a package to the other party after finding it, creating a surprise for this possible "opinion leader".

Haidilao’s service concept is highly praised by many people. However, with the wave of Internet thinking sweeping the entire traditional industry, if Haidilao cannot use Internet thinking to reconstruct the enterprise, it may not be able to learn from Haidilao. Caught it.

4. Iterative thinking

"Agile development" is a typical methodology for Internet product development. It is a people-centered, iterative, and step-by-step development method that allows for deficiencies and continuous improvements. Trial and error, and improve the product through continuous iteration.

There are two points here, one is "micro" and the other is "fast".

Rule 8: Think small, micro-innovate

"Micro" should start from the subtle user needs, be close to the user's psychology, and gradually improve through user participation and feedback. "You may think it is an inconspicuous point, but users may think it is very important." 360 Security Guard was just a security protection product at the time, and later it became an emerging Internet giant.

Rule 9: Lean entrepreneurship, rapid iteration

“The only martial art in the world is to be fast.” Only by responding quickly to consumer needs can products become more accessible to consumers. Zynga Game Company updates the game several times a week, Xiaomi MIUI system insists on weekly iterations, and even the menu of Diaoye Beef Brisket is updated every month.

The iterative thinking here, for traditional enterprises, focuses more on the awareness of iteration, which means that we must pay attention to consumer needs in a timely and even real-time manner and grasp changes in consumer needs.

5. Flow thinking

Flow means volume, and volume means weight. "Wherever eyes gather, money will follow." Traffic is money, traffic is entrance, and the value of traffic needs no introduction.

Rule 10: Free is for better charging

Most Internet products use free strategies to strive to win over users and lock in users. At that time, 360 Security Guard invaded the anti-virus market with free anti-virus, and it turned the world upside down for a while. Looking back, it is estimated that few computers still have anti-virus software such as Kaspersky and Rising.

“Free is the most expensive.” Not all companies can choose the free strategy, depending on products, resources, and timing.

Rule 11: Persist to the "critical point" of qualitative change

As long as the number of active users reaches a certain level, any Internet product will begin to undergo qualitative change, thus bringing business opportunities or value . If QQ had not persisted back then, it would not have been the corporate empire it is today. In the era of attention economy, you need to increase the traffic first, and then you have the opportunity to think about the following issues, otherwise you will not even have a chance to survive.

6. Social thinking

The core of social business is the Internet. The customers faced by the company exist in the form of the Internet, which will change the entire 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 messages, nearly 100 WeChat group discussions, more than 3,000 people forwarded it, and it took 11 hours. 18,698 T-Watch smart watches were pre-ordered and sold, with an order amount of more than 9 million yuan.

This is the charm of social marketing in WeChat Moments. One thing to remember is that word-of-mouth marketing is not about talking to oneself, it must be about communicating with users from the user's perspective and in the user's way.

Rule 13: Crowdsourcing collaboration

Crowdsourcing is an Internet collaboration model with "swarm thinking" and hierarchical structure as its core. Wikipedia is a typical crowdsourcing product. Traditional enterprises need to think about how to use external brains to "recruit the best talents from all over the world" without recruiting.

The InnoCentive website was founded in 2001 and 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 company's external innovation ratio from 15% to 50%, and increasing its R&D capabilities by 60%.

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

7. Big data thinking

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

Rule 14: Small businesses also need big data

Users generally generate data at three levels: information, behavior, and relationship on the Internet. The accumulation of these data helps Businesses make forecasts and decisions. Everything can be digitized, and enterprises must build their own big data platforms. Small businesses must also have big data.

Rule 15: Your users are everyone

In the era of the Internet and big data, corporate marketing strategies should target personalized users for precise marketing.

After Intime Online went online, it opened up offline physical stores and online membership accounts, and laid free wifi in department stores and shopping malls. When a customer with a registered account enters the physical store and connects his mobile phone to wifi, all the interaction records between him

and Yintai will be displayed in the background one by one, and Yintai can judge the consumer's shopping accordingly. Preferences. The ultimate goal of this is to realize the visualization of goods and inventory and achieve communication with users.

8. Platform thinking

The platform thinking of the Internet is the thinking of openness, maximum sharing, and maximum win. The platform model is most likely to create industry giants. Among the world's 100 largest companies, 60 companies' main revenue comes from platform business models, including Apple, Google, etc.

Rule 16: Create a multi-party win-win ecosystem

The essence of the platform model is to create a multi-party win-win ecosystem.

The future platform battle will definitely be a competition between ecosystems. The three major Internet giants, Baidu, Alibaba, and Tencent, have built strong industrial ecosystems around search, e-commerce, and social networking, so it is actually difficult for latecomers such as 360 to shake them.

Rule 17: Make good use of existing platforms

When you do not have the ability to build an ecological platform, you must think about how to use existing platforms.

Jack Ma said: "Suppose I was born in the 1990s and started a new business. There is Alibaba and Tencent in front of me. I will not challenge them and I can't be too ambitious."

Principle 18: Let the enterprise become a platform for employees

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

Including the spin-off of Alibaba’s 25 business divisions and the adjustment of Tencent’s six major business groups, they are all aimed at giving full play to the platform role of internal organizations. Haier has divided more than 80,000 people into 2,000 independent operating entities, allowing employees to become real "entrepreneurs" and everyone to become their own CEO.

Internal platformization means becoming a self-organization rather than another organization. Other organizations always take orders from others, while self-organization innovates on its own.

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, telecommunications, entertainment, transportation, media, etc.

Rule 19: Bring "users" to conquer the princes

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

They By mastering user data on the one hand, and possessing user thinking on the other, it is natural to be able to bring "users" to command the princes. Alibaba and Tencent have successively applied for banks, and Xiaomi has made mobile phones and TVs. This is the same principle.

The next ten years will be an era of large-scale robbery in China’s business sector. Once users’ lifestyles undergo fundamental changes, companies that are too late to change will surely encounter disaster!

So, the last rule: use Internet thinking and boldly disruptive innovation.

A truly awesome person must be a cross-border person who can find his own coordinates at the intersection of technology and humanities at the same time. A truly powerful enterprise must be an organization that has users and data resources in hand and dares to innovate across borders.

Robin Li pointed out: “The biggest opportunity for the Internet industry lies in giving full play to its network advantages, technological advantages, management advantages, etc., to enhance and transform offline traditional industries, change the original industrial development rhythm, and establish New rules of the game.

The above is my summary of the "Dugu Nine Swords" of Internet thinking.

Today, whether an industry has potential depends on how far it is from the Internet. Only enterprises that can truly reconstruct with Internet thinking may truly win the future.

Imark 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. People.

Industrial opportunities belong to Internet people who dare to use the Internet to attack traditional industries. The future will definitely belong to people who can deeply understand the nature of traditional business and also have Internet thinking. No matter you are from a traditional industry. Or in the Internet field. The future must belong to this kind of O2O "amphibious talents"