What does the Internet Paradox mean?

The deeper the understanding of "Internet" in various industries, the more articles derived and interpreted, and the more connotations "Internet" will have, which makes it more and more difficult for traditional enterprises to understand deeply. The original explanation should be a process of simplifying the complex. In fact, all industries want to take advantage of this trend to give themselves a package and turn the status quo into the "Internet for all". It seems that the whole industry has achieved "internetization" overnight, or it can't keep up with the development rhythm of the times. Various interpretations are even distorted, one-sided, and even biased in understanding and understanding. Interpretation without a holistic view constitutes various "network paradoxes", which makes readers fall into a specious cognition. Viagra summed up eight paradoxes about the Internet at present, and I hope that friends can have a deeper understanding of the Internet after reading it.

Paradox 1: "Internet" is the next exit.

The tuyere theory has always existed, but its popularity began with Reebs. A few years ago, Xiaomi became a happy pig in Lei Jun's mouth, and people began to talk about it. What is a tuyere? The public generally believes that which industry is hot is the outlet, such as online education, mobile medical care, P2P online lending, intelligent hardware, entrepreneurial services, and the New Third Board. , are all outlets. The general understanding is that there must be wind in the wind, and the trend of industry and capital will fly with the wind, which will naturally flourish. Entrepreneurs will have a better chance to fly into the wind when they enter the strong wind. Those who pursue the tuyere theory only see the tuyere, but they can't see the people who also enter the tuyere. The more people, the stronger the wind. People borrow the wind, and the wind borrows the power of others. When the wind is strongest, it is also the most crowded time. Can latecomers climb to the tuyere? Even if the tuyere appears, can so many people fly? Therefore, the tuyere is only the tuyere of a few people, and most people have become the contributors to the wind.

Including the "Internet" is also regarded as the next outlet. If the "Internet" is also regarded as a field, it will be too big. The whole Internet business model is "Internet". Where can we find a way out? "Internet" is not an export, but it will lead to exports in many areas where there is no export. It is not so much a slogan as an opportunity. "Internet" promotes the transformation of traditional industries and integrates with the Internet, creating a huge dividend period for industry transformation. How to seize this opportunity to do something to change the industry, or to innovate the model and technology, is more practical. Because being blown to the sky also means that it can't be grounded, the "Internet" will eventually land.

Paradox 2: "Internet" is O2O.

When I first talked to some friends about the Internet, they were surprised by Viagra's attention to the Internet: What is there to study on the Internet? Isn't it O2O? When I first heard this sentence, I almost dropped my chin. After saying so much, I was relieved. There are really many people who don't understand the Internet. This is also easy to understand. Most people don't pay attention to policies and strategies, and more people are enjoying the fruits of change and progress.

The traditional industry of "Internet" will inevitably consider many specific business models and manifestations in the specific implementation and execution. O2O is a mature business form verified by many industries in recent years, and many innovative business models have been derived from various industries based on O2O. Therefore, the "Internet" has landed, and O2O is the first choice for traditional industries and Internet companies. But to realize the "Internet", besides choosing O2O, you can also choose more business models, such as platforms, such as the ecology to be discussed later, such as cross-border thinking and so on. You can say that the "Internet" includes O2O, but on the other hand, O2O is the "Internet", but it is not established. "Internet" is methodology, and O2O is the way and method to realize methodology.

Paradox 3: "Internet" is Internet thinking.

In the past three years, internet thinking has flooded the whole internet, and everyone will talk about it from big brothers to students. At the same time, Internet thinking is also a weapon for major training institutions to make money. Internet thinking marketing case is the standard of various lecture halls, and tens of thousands of successful lectures on Internet thinking packaging are especially loved by traditional enterprise managers. After the internet thinking is hot, the real beneficiaries are not traditional enterprises with better internet thinking, but popular trainings. I often tell my friends that Internet thinking is the thinking that traditional marketing and management theories can't be applied on the Internet and have to be changed. For example, user thinking is customer first, product thinking is quality is king, and many contents in Internet thinking can be seen in traditional enterprise management logic.

If we want to add a relationship between "Internet" and Internet thinking, Viagra thinks that "Internet" is the summary and sublimation of Internet thinking. Businesses with Internet thinking change and influence industry after industry with industry behavior. The new business has its own thinking by fighting fires, and the old business has become its own thinking by learning. Whether it is an Internet enterprise or not, running an enterprise with Internet thinking will improve at least temporarily. Therefore, "Internet" is at the level of national strategy, and Internet thinking is at the level of enterprise implementation, both of which are also included in the inclusion relationship.

Paradox 4: "Internet" is an ecological strategy.

Some investors have said that there are billions of tool companies, billions of platform companies and hundreds of billions of ecological companies. Since then, ecology is the label that all Internet companies are willing to label themselves. The ecology in the eyes of investment institutions is from the perspective of industry development trend and market, and more from the perspective of capital. In fact, not all companies are suitable for ecology, and not all companies can do ecology. For most enterprises, the first thing to do in development is to stand in line, that is, to join an ecology. As long as we can better understand the ecology, we can also understand the advantages and disadvantages of the enterprise itself in specific operations. When you are good enough, you can also build your own ecology from your own ecology.

Does ecology have to rely on the Internet? It's not there. Because the concept of ecology is taken from nature, whether it is jungle ecology, lake ecology, grassland ecology or forest ecology, all the ecology in nature does not use the Internet, so traditional enterprises also have their own ecology. Compared with natural ecology, the main components of natural ecology are embodied in the food chain, enterprise ecology is embodied in the supply chain, and more in the common value chain between different enterprises. It can be said that, like O2O, ecological strategy is also a path to realize the landing of the Internet, but some enterprises directly interpret ecology as the Internet, which is far-fetched. Judging from the current ecology of Internet companies, it is not only the Internet that can do ecology, but also the traditional manufacturing industry.

Paradox 5: "Internet" means that a traditional enterprise acquires an Internet enterprise.

At an annual e-commerce conference on 20 14, a speaker said that a traditional enterprise acquired an internet advertising company, and its market value increased by 5 percentage points. Viagra specifically said which company has forgotten, but it really made hundreds of traditional enterprises shine at the scene. Acquisitions and mergers and acquisitions are indeed a quick and simple way for traditional enterprises to transform the Internet, but Viagra does not encourage all enterprises to make such an attempt. Of course, if you have that spare money, you can do this, or even make a series of layouts, which are being done by major internet companies at present.

Why do Internet companies do this? Because the organizational structure, enterprise management and technical data of Internet companies are very similar, M&A companies can get through and share technologies in a short time, and the supply chain, data and value chain can be quickly integrated. However, the integration of traditional enterprises and the Internet takes a long time to run in, and the coordination of operation and management concepts alone takes a long time to change. In the past few years, many traditional enterprises hired professional e-commerce teams outside, and most of the final results ended in failure. Traditional enterprises integrate the Internet into enterprises, the most fundamental thing is the change of values, ideas and supply chain, while traditional enterprises are relatively backward in these aspects. In the process of integrating the Internet, enterprises can choose acquisition, merger and other ways to transform, but it is best not to interfere with their operations.

Paradox 6: "Internet" is the traditional enterprise informatization.

Traditional enterprise informatization has been mentioned by many people in the past ten years. Although it is a cliche, there are still many companies that have not done this. For those who haven't realized informatization, it is natural to think that enterprise informatization is "Internet", so many professionals talk about "Internet" first. Most enterprises think that building a website and opening a Weibo is enterprise informatization, which is only a superficial phenomenon. Most corporate websites are full of leaders' speeches and various company pictures, so it is difficult for consumers to open the website and see product information.

In fact, what is the concept of informatization? It is to use information to express the company from operation to management to sales to products, and to speak with data. Typical applications are CRM system and KPI assessment system in enterprises. In fact, although many enterprises have access to these systems, they basically don't use them, which brings great challenges to the data fusion between Internet enterprises and traditional enterprises. Enterprise informatization is the premise of realizing the internet, but enterprises can't realize the internet only by realizing informatization. It needs to further realize the digitalization and informatization of cash flow, logistics, management and supply, introduce the thinking and operation mode of the Internet, and finally complete the integration with the Internet.

Paradox 7: "Internet" is the internetization of marketing.

The internetization of traditional enterprises probably needs several stages, one is the internetization of information, the other is the internetization of marketing, the third is the internetization of supply, and the fourth is the internetization of management and operation. Marketing internetization also includes network promotion and network marketing. Baidu promotion, e-commerce platforms and industry websites, and self-built e-commerce platforms made by enterprises are all Internet-based marketing. There are many cases of traditional enterprises doing e-commerce. For example, hotels use Ctrip. Com, clothing marketing with Weibo. The existence of the Internet platform is precisely to solve the needs of traditional enterprises to sell things on the Internet, because Internet enterprises can do many of the same things by themselves through technology.

For traditional enterprises, the realization of network marketing has made great progress. The deeper internetization is the internetization of channels and the internetization of supply chains. At present, most traditional enterprises doing e-commerce can't do this. At the same time, simple internet marketing has not been realized, such as supply and management, just like the short board on the barrel, and the overall efficiency will not be too high. What the "Internet" ultimately needs to do is the comprehensive internetization of enterprises and industries, which requires traditional enterprises to realize internetization in the above four stages, which is also the final upgrade and transformation of the whole industry.

Paradox 8: Internet is not addition, subtraction, multiplication and division.

After the Prime Minister put forward "Internet", "Internet-"and "Internet X" also appeared, but "Internet \u" has not yet appeared. It's interesting to say that the "Internet" has not been realized, so we began to discuss the Internet. We can say what the internet is like. Internet studies how to integrate traditional enterprises from the perspective of government and Internet, and the Internet reflects how traditional enterprises use the Internet. Replace "Internet" with-and X dismembers the whole concept of "Internet".

"Internet" is not the "Internet" of addition, subtraction, multiplication and division, nor is it something like addition and subtraction. "Internet" is about integration, change, and the combination of Internet and tradition. The upgrading and transformation of the whole industry can change the potential energy of human living environment, which cannot be achieved by any subtraction or multiplication. Addition, subtraction, multiplication and division can be put into marketing and management, which is completely different from the strategy and policy of the Internet. Similarly, "Internet" has increased industries, modes, enterprises, cities, environments and people, which can not be expressed by simple subtraction or multiplication.

These paradoxes about the Internet reflect people's cognition of the Internet, and also reflect the urgent psychology of enterprises to integrate the Internet. In fact, these perceptions are also established at a certain stage, which can be used as the phased goals of enterprise development.

Paradoxes are often formed because of incomplete cognition of things, while the paradox of "Internet" is due to more and more interpretations. In fact, there is nothing wrong with reading more. I'm afraid these interpretations will lead enterprises into misunderstanding.

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