What kind of thinking is Internet thinking?

I have been thinking about this question for a long time, and the key lies in the word "Internet thinking". Well, this should be the hottest word in the industry in 213, especially a few so-called successful people who claimed to use Internet thinking to do business and turned around to counterattack the Internet. They gave speeches everywhere and made great efforts to fool around, and listened carefully to the discussions that were already familiar in the circle. From portal to vertical to web2., and then to Weibo WeChat, these are just a few. What's the long tail theory, user experience, customized service ... You listen to it several times, pretend to be calm and deep when you go out to chat, throw out a few words from time to time, and then smoke a cigarette and smile without explaining, which immediately makes you look like an expert who has been hiding for a long time. If you want to say a few more words, you will immediately refuse to say sorry. I have an investor's dinner to go to, and I'll talk to you next time, in fact, in order to catch the last subway back to Yanjiao's rented house. In short, since 21, I have entered the Internet in China. I have really seen a lot of this kind of big bluff. I say that people who do business with Internet thinking really come in to play, and they throw people around for several streets every minute. All these concepts are played by others. Just limited to the technical threshold of the Internet, many people in traditional industries are blocked by barriers. When Shi Yuzhu entered the Internet, everyone was waiting to see his jokes, and finally he was given a solid lesson. This is Skinner Ken said, not low-key, low-key more.

after spitting, let's talk about what Internet thinking is. As a media background, I am more sensitive to the information technology service of the Internet, and this is also the most important field of the Internet's influence on society (of course, there are also aspects such as business flow and logistics, but the Internet mainly reorganizes the information flow). As far as the changes I have experienced in the Internet industry in China are concerned, the core of the Internet thinking today actually lies in the following points.

1. Decentralization. This is the biggest feature of the current changes in the Internet industry, and it is also a feature that makes many traditional operators and even the older generation of Internet industry people at a loss. No matter how fancy the gimmick is, this root change is real, so the gimmick can fool so many people. Since the era of traditional media, there have been key nodes in the circulation of information. The key nodes of information in TV, radio, newspapers and magazines are clear and easy to control. At the order of the regulatory authorities, the information that people don't want to see disappears. Unless it is a handwritten copy, it is easy to trace it. Even in the Internet age, the replication dependence of various news portals and vertical portals on traditional media is still very clear. Coupled with the import control of search engine keywords, the monopoly of Internet information dissemination nodes is still very strong, and public opinion can still be manipulated by controlling traditional media and key websites.

Therefore, when the Internet era entered the era of twitter and facebook, and similar websites in China rose, the madness of the water army became an uncontrollable sight in the early days. In the case that the information dissemination node is completely broken, even the traditional administrative control has lost most of its power, not to mention spending money to control the information circulation node. Therefore, in the face of the new information circulation mode, how to win the trust of users and get their praise? In the past, the traditional strong newspaper media basically lost its role, and all kinds of celebrities and big V suitable for decentralization appeared at the right time, so the so-called "self-media" statement became popular.

for internet products and services that rely on the media to spread brand information, this change actually has advantages and disadvantages. The nodes of traditional information circulation are broken and close to extinction, and the amount of advertisements and information invested by enterprises in traditional media is greatly reduced. The control of internet communication nodes is more difficult and the cost is higher. Countless enterprises that are difficult to adapt to this change are in a dilemma, which is one of the disadvantages. I have many friends who have known public relations companies for many years, and they have complained to me in the past two years that public relations is not as good as before. In the past, we focused on key media and dared to spend money to control public opinion. Now this trick is simply ineffective and uncontrollable. To control the soaring cost of public opinion, we must think again. I also gave some ideas. However, the advantage of decentralization is that if enterprises can adapt to the changes of the Internet and establish their own information circulation nodes and brands, the efficiency of information dissemination will be significantly improved and the cost will be greatly reduced. To put it bluntly, enterprises should learn to be self-media. That is, after the rise of Xiaomi, countless enterprises in the industry began to learn from Lei Jun, his speeches, Xiaomi's control over Weibo and the community, and the so-called "hunger and thirst marketing". The root cause is that Xiaomi is one step ahead of others, and has established an effective information circulation channel with sufficient control. Small and medium-sized enterprises may not have Lei Jun's resources and ideas, but they can learn to establish their own media communication channels and build brands through various exaggerated propaganda. This is still superficial, and all kinds of "Internet thinking" talents with the performance of creating Weibo, WeChat and community tuba with high fans have emerged at this level.

2. Fast and accurate

Since the fragmented information dissemination of the Internet has basically suppressed the communication path of traditional media, it is logical to take on the responsibility of content dissemination of the original media, and faced with the limitation of timeliness and capacity of new communication nodes, the rapid update iteration of information has become the only solution. We can see this clearly from the rise of the community and Weibo. All kinds of sudden rise and far-reaching Internet events basically follow the law of updating and broadcasting changes several times a day, showing all the developments clearly and continuously catching users' attention. This was originally a news rolling update that powerful TV media such as CNN or CCTV could do, but because there is no process of sending reporters and making backstage videos, it has become extremely simple. Anyone with Weibo on the scene can undertake this task, and users' attention can be firmly caught by simple words and pictures.

the change of information dissemination channels has triggered the change of users' needs and also led to the passive response of information providers. I don't need to go into details about the media's response. For enterprises that want to provide product and brand information, the iterative pressure of information content is a solid test, which is far more difficult than simply establishing a formal "self-media". It is easy to learn the form of learning Lei Jun's speech, Weibo, community and word-of-mouth communication, but what to say, how to say it, and when to say it, most enterprises are not allowed to do it, while enterprises like Xiaomi are. At the same time, corresponding to the rapid update of information, the rapid update of products has become another focus to support information dissemination. Only when products constantly reflect changes, the rapid update of information is not a disease-free groan, which puts forward higher requirements for the innovation and R&D ability of enterprises.

If the product update can't keep up, then we have to engage in lace, have a war of words with the competitors in the industry, engage in tidbits like "tomatoes", and keep the exposure without involving products. Lei Jun, Liu Qiangdong, Zhou Hongyi and others all know this well. And if the innovation iteration can keep up, but can't grasp the characteristics of new media communication, such as extreme routing, don't know what to say, don't know when to say, the result is counterproductive. The Internet pursues not only a fast word, but also accuracy (accurate information, accurate delivery and accurate control).

since the content operation of the media is very knowledgeable, I don't want to say more here, that's another topic.

3. Emotional brands

The decentralization and rapidity of information dissemination have brought about a side effect of lack of credibility. Since everyone has the right to speak, everyone can spread their views in the 7×24 mode, it is a very troublesome thing for users to say who is more reasonable and who is more convincing. The Weibo-era Sino-Korean War gave us a good sample. In this incident, the right or wrong, reason and logic of the two sides' speeches are no longer important. What matters is who users trust more emotionally, from which we see a fruitless information confrontation.

For the public, this is a farce, but for enterprises, it is a good communication model. If an effective emotional brand can be established and there are enough bright spots to cater to users' needs in emotion and values, then even if there are more controversies on the body, it will still have enough powerful communication effect, and Han Han's words will be no better. Similarly, some people stand for him, Fang Zhouzi talks nonsense again, and some people still come out to wash the floor as die-hard loyalty. Liu Qi in Weibo, Zhou Hongyi who fires every day, and Kai-fu Lee, a young mentor, are all different in type. Of course, Guo Xiaosi has done the best in this respect. The box office success of Tiny Times makes all the attacks look like a joke, because he has created enough brain-dead powder groups of his own, so what can film critics do? These people are not looking at their childhood, Jing M.Guo, but what they agree with in their hearts. In our age, truth and falsehood have become less important. Everyone doesn't care about the truth, but whether the truth is the truth he wants. If not, he would rather choose not to believe it. The same is true for the products and services of Internet companies. As long as what you do is not outrageous and there are some packaging features that impress users' emotions, such as the "youth fever" of Xiaomi mobile phone, the "freedom" of polar routing and the "challenge the strong" of 36, there must be a group of people who agree with these values and then agree with your products. This is the core thinking of Internet product operation. Others, such as user experience and free operation, are superficial means.