Shulou(Shulou.com)06/03 Report--

Today, when I was in a document, I suddenly saw this article. I felt very interesting. Learn about it.

Increase common sense:

IDG: international data Group (International Data Group) is the world's largest information technology publication, research and development.

And venture capital firms. IDG Group was founded in 1964 and is headquartered in Boston, USA. McGovern

PE: the abbreviation of private equity investment (Private Equity), commonly known as private equity fund.

VC: venture capital (venture capital) is a conventional concept with specific connotation in China.

Closed test: a closed test, that is, a test on the basis of a game by a small number of people. after the closed test, it usually goes into the internal test, and the internal test ends.

And then enter the public test.

O2O: that is, Online To Offline (online offline / online to offline), which refers to the combination of offline business opportunities with the Internet.

The concept that networking has become a platform for offline transactions originated in the United States.

CEO: CEO of Chief Executive Officer

CFO: chief Financial Officer of Chief Financial Officer

COO: chief operating Officer of Chief Operated Officer

CTO: chief Technology Officer of Chief Technology Officer

CIO: chief Information Officer of Chief Information Officer

CRO: chief risk Officer of Chief Risk Officer

Three jokes

Joke 1: a man with no experience in the catering industry opened a restaurant and achieved the effect of the restaurant in the mall in only two months.

First place; VC invested 60 million yuan, valued at 400 million yuan, this restaurant is the so-called Diaoye sirloin. Even Sogou phrases

I already have this. There are only 12 courses, which cost 5 million yuan to buy out the formula of Hong Kong food god Dai long sirloin; each pair of chopsticks is customized.

Brand new, you can take it home after dinner, and the boss spends a lot of time every day staring at dissatisfaction with dishes and services.

Before burning 10 million to conduct a closed test for half a year, during which celebrities, talents and Weibo accounts were invited to have a taste for free.

Why is the carved sirloin arranged in this way? What is the logic behind it?

Duan Zier: a Taobao brand, launched in Tmall in June 2012, became the number one online nut seller in China 65 days later; Shuangshuang in 2012

The National Day holiday created a miracle of 7.66 million in daily sales, ranking first in China's e-commerce food category, and its monthly sales exceeded in January 2013.

Over 22 million, more than a year has passed, cumulative sales have exceeded 100 million, and IDG has once again received an investment of 6 million US dollars.

The brand is known as three squirrels, and even I have bought nuts at his flagship store several times.

Three squirrels with brand cartoon parcels, box openers, courier messages, nut bags, sealing clips, garbage bags

Micro magazines, cartoon keychains, and even wipes that convey brand ideas.

Why should a Taobao brand take great pains to do this?

Duan Zisan: this is an enterprise that has been in business for only three years. In 2011, sales reached 500 million yuan; in 2012, sales reached 12.3 billion yuan; the first half of 2013

The annual sales volume reaches 13.27 billion yuan, and the annual sales volume is expected to exceed 30 billion yuan.

10 billion yuan, ranking fourth among domestic Internet companies.

He is Xiaomi Company. Lei Jun, Xiaomi's president, said that a sense of participation is the biggest secret of Xiaomi's success.

How should we understand the sense of participation?

Although these three enterprises belong to different industries, they are strikingly similar. We call them Internet brands.

Internet thinking-- "alone and nine swords"

If we want to define Internet thinking, then in the context of the continuous development of mobile Internet, big data, cloud computing and other technologies, the market

A way of thinking that re-examines the user, the product, the enterprise value chain and even the whole business ecology.

"isolated Nine Swords" is a unique martial arts school of the Huashan School, which emphasizes that "there is no way to win", focusing on the meaning of the sword, which is different from the thinking of the Internet.

The music is the same as the work. It also means that Internet thinking will reshape and subvert all kinds of biographies, just like "alone nine swords" to crack the martial arts of all schools in the world.

Unified industry.

The following is the Internet thinking system

1. User thinking

The first move of "Dugu Nine Swords" is the general trick. If you can't learn the first trick, it's hard to understand the rest of the trick. Internet thinking is the same, Internet thinking, the first and most important, is user thinking. That is, it means that the problem should be considered "user-centered" 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 will be no contract.

Rule 1: those who win "losers" win the world.

Most successful Internet products capture the needs of "losers" and "grassroots". This is a man who calls himself a "loser".

Li thinks he is the era of "rich and handsome" and "white, rich and beautiful". When your product does not allow users to be part of the product, cannot and

They are connected together, and your product is bound to fail. QQ, Baidu, Taobao, Wechat, Xiaomi and YY are all losers.

To become a hegemonic career.

Rule 2: peddle a sense of participation

One case is customized on demand, and the manufacturer can provide products that meet the personalized needs of users, such as Haier's customized refrigerator; the other case

Is to optimize the products with the participation of users, such as the Taobao brand "Qige". Every time a new product is put on the market, the designed style will be put into its management.

In Li's fan group, let fans vote. These fans determine the final trend and will naturally pay for these products.

Allowing users to participate in brand communication is fan economy. Our brand needs fans, not users, because users are far from fans.

So loyal. Fans are the best target consumers, and once emotional factors are injected, defective products will also be accepted. The future, no.

Fans' brands will die out.

The movie "tiny Times" has a score of less than 5, but the average age of the moviegoers is only 22. These fans are Guo Jingming's.

Rich Mine, it is precisely because of a large number of fans. "tiny Times 1" and "tiny Times 2" created a cumulative box office myth of more than 700 million yuan.

Rule 3: experience is supreme

A good user experience should start with the details and run through every detail, so that the user can feel it, and this perception should exceed the use of it.

Households expect to 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 all the time. WeChat

The folding of public accounts in the new version is a typical "user experience first" choice.

The user thinking system covers the most classic Who-What-How model of brand marketing, Who-- target consumers-"losers"

What-- consumer demand-- peddling the sense of participation, how to achieve How-- the whole user experience is paramount.

2. Simple thinking

In the Internet era, there is so much information, and the patience of users is becoming 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, when Apple was close to bankruptcy, Master Joe returned, cut 70% of the product line and focused on the development of four products.

The apple turned its losses into profits and came back from the dead. There are only five iPhone models even when it comes to 5SMagneiPhone.

Brand positioning should also be focused, giving consumers a reason to choose you, one is enough.

Recently, a very popular online flower brand RoseOnly, its brand positioning is high-end people, flower buyers need to work with flower collectors.

Bind, and each person can only bind once, which means "love only one person in your life". It was launched in February 2013 and achieved close monthly sales in August.

10 million yuan.

From the main road to simplicity, the simpler things are, the easier they are to spread and the more difficult they are to do. Focus can be powerful, and you can do it to the extreme. Especially in the start-up period.

Without concentration, it is impossible to survive.

Rule 5: simplicity is beauty

In terms of product design, subtraction should be done. The appearance should be simple and the internal operation process should be simplified. The home page of Google is always a refreshing world.

Noodles, the appearance of Apple and the appearance of Tesla's car are all designed in this way.

3. Ultimate thinking

The ultimate thinking is to achieve the extreme of products, services and user experience, exceeding user expectations. What is extreme? The ultimate is to risk your life.

Pick it up.

Rule 6: create products that make users scream

There are three methodologies for using extreme thinking to create the ultimate product: first, "demand should be accurate" (pain point, itch point and excitement point)

Second, "push yourself very hard" (reach the limit of your ability), and third, "keep an eye on management" (product managers win the world)

. All industries are media, and in this social media era, good products will naturally form word-of-mouth.

Screaming means that the product must be extreme; extreme, it is beyond the user's imagination.

Rule 7: service as a Marketing

Afu essential Oil is a well-known Taobao brand. Its ultimate pursuit of service experience can be seen in two small details: (1) customer service takes turns 24 hours a day.

Go to work, use Thinkpad Little Red Riding Hood notebook to work, because using this kind of computer to switch windows is more convenient, can make consumers less, etc.

A few seconds; (2) there is a "CSO", the chief surprise officer, who looks for potential salesmen or experts in user messages every day and finds them.

A package will be sent to the other party later to surprise this possible "opinion leader".

The service concept of Haidilao is respected by many people, but under the tide of Internet thinking sweeping the whole traditional industry, if you can't catch the bottom of the sea

If you can reconstruct an enterprise with Internet thinking, what you can't learn may be at the bottom of the sea.

4. Iterative thinking

"Agile development" is a typical methodology of Internet product development, and it is a kind of human-centered, iterative and progressive developer.

Method, allow for deficiencies, keep trial and error, and improve the product in continuous iteration.

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

Rule 8: focus on small, micro-innovation

"Micro" should start with subtle user needs, be close to user psychology, and gradually improve in user participation and feedback. "maybe you think it is.

An inconspicuous point, but users may think it is very important. "360 Security Guard was just a security protection product at that time, and later became a security product."

The emerging Internet giant.

Rule 9: lean entrepreneurship, fast iteration

"the world martial arts, only fast unbroken", only quickly respond to consumer demand, the product is more likely to be close to consumers, Zynga game

The company updates the game several times a week, Xiaomi MIUI system iterates every week, and even Diaoye's sirloin menu is updated every month.

The iterative thinking here, for traditional enterprises, focuses more on the consciousness of iteration, which means that we must pay attention to consumption in time or even in real time.

Demand, grasp the changes in consumer demand.

5. Flow thinking

Flow thinking means mass, and volume means weight. "where the eyes focus, money will follow", flow is money, flow

That is, the entrance, the value of traffic is needless to say.

Rule 10: free is for better charging

Most Internet products try their best to win over and lock in users with free strategies. At that time, 360 security guards, with free antivirus market, was turned upside down at a time. Looking back, Kaspersky, rising and other antivirus software, it is estimated that few computers will still be installed.

"Free is the most expensive", not all enterprises can choose free strategy, depending on products, resources, timing.

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

Any Internet product, as long as the number of active users reaches a certain degree, will begin to produce qualitative changes, which will bring business opportunities or value.

Without the insistence of QQ at that time, it would not have been possible for today's corporate empire. In the era of attention economy, we should first increase the flow before we have a chance to think.

Take the questions behind the exam, otherwise you won't even have a chance to survive.

6. Socialized thinking

The core of social business is the network, and the customers faced by the company exist in the form of a network, which will change the production, sales and marketing of the enterprise.

Waiting for the whole form.

Rule 12: make good use of social media

There is a brand that makes smartwatches, through 10 Wechat posts, nearly 100 WeChat group discussions, more than 3, 000 people retweet, 11-hour bookings sold 18698

Only T-Watch smartwatch, the order amount is more than 9 million yuan.

This is the charm of Wechat moments social marketing, it is important to remember that word-of-mouth marketing is not self-talk, must stand from the user's point of view, to communicate with users in a user's way.

Rule 13: crowdsourcing collaboration

Crowdsourcing is an Internet collaboration model with "swarm thinking" and hierarchical architecture as the core, and Wikipedia is a typical crowdsourcing product. Traditional enterprise

The industry has to think about how to make use of foreign businessmen, and without recruiting, they can "enter the gou of the world."

Founded in 2001, InnoCentive has become an important R & D supply and demand network platform in the fields of chemistry and biology.

The "innovation center" model increases the proportion of innovation outside the company from 15% to 50%, and increases its R & D capability by 60%.

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

7. Big data's thinking

Big data's thinking refers to the understanding of big data, enterprise assets and key competitive elements.

Rule 14: small businesses should also have big data

Users generally produce three levels of data on the network: information, behavior and relationship. The precipitation of these data is helpful for enterprises to predict.

And decision-making. Everything can be digitized, enterprises must build their own big data platform, small businesses, but also have big data.

Rule 15: your users are everyone

In the era of Internet and big data, the marketing strategy of enterprises should aim at accurate marketing for personalized users.

After Yintai went online, he opened offline physical stores and online member accounts, and set up free wifi in department stores and shopping malls.

All the interactive records will be presented one by one in the background, and Yintai will be able to judge consumers' shopping preferences, and the ultimate goal of doing so is to realize the business.

Visualization of products and inventory, and communication with users.

8. Platform thinking

The platform thinking of the Internet is open, shared and win-win thinking. The platform model is most likely to become an industry giant. The largest in the world

Of the 100 companies, 60 derive most of their revenue from platform business models, including Apple and Google.

Rule 16: create a win-win ecosystem

The essence of the platform model is to create a multi-agent win-win and mutually beneficial ecosystem.

In the future platform competition, it must be that the three Internet giants jingz.baidu, Ali and Tencent have built a strong industrial ecology around search, e-commerce and social networking, so latecomers such as 360are actually very difficult to shake.

Rule 17: make good use of existing platforms

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

Jack Ma said: "suppose I am a post-90s re-entrepreneurship, there is an Alibaba in front, there is a Tencent, I will not challenge it, the heart can not be too big."

Rule 18: make the enterprise a platform for employees

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

Including the analysis of Alibaba's 25 business departments and the adjustment of Tencent's six major business groups, all aim to play the role of a platform for internal organizations. Haier divides more than 80, 000 people into 2000 independent operators, making employees become real "entrepreneurs" and each person becoming their own CEO.

The internal platform is to become a self-organization rather than another organization. His organization always takes orders from others, and self-organization innovates on its own.

9. Cross-border thinking

With the development of the Internet and new technology, the boundaries of many industries have become blurred, and the tentacles of Internet enterprises have become pervasive, such as retail.

, books, finance, telecommunications, entertainment, transportation, media and so on.

Rule 19: carry "users" to make princes

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

They have user data on the one hand and user thinking on the other, so they can naturally carry "users" to make princes. Alibaba 、

Tencent has applied for a bank, Xiaomi to do mobile phones, TV, are all such a truth.

The next decade will be an era of large-scale looting in China's business sector. Once there is a fundamental change in users' lifestyle, it is too late to change.

The enterprises are bound to encounter doom!

The last rule: use the Internet thinking, bold subversive innovation!

A really powerful 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 powerful enterprise must be an organization that has users and data resources and dares to innovate across borders.

Li Yanhong pointed out: "the biggest opportunity for the Internet is to give full play to its network advantages, technological advantages, and management advantages, to upgrade and transform offline traditional industries, to change the original pace of industrial development, and to establish new rules of the game."

Today, if we look at whether an industry has potential or not, it depends on how far it is from the Internet. Only enterprises that can really reconstruct themselves with Internet thinking can really win the future.

Meitu Cai Wensheng said: the future belongs to those who understand the Internet in traditional industries, not those who understand the Internet but do not understand traditional industries.

Fu Sheng of Jinshan Network said that the industry almost belongs to Internet people who dare to use the Internet to attack traditional industries.

We believe that the future must belong to people who not only deeply understand the nature of traditional business, but also have Internet thinking, whether you come from the traditional industry or the Internet field, the future must belong to this kind of O2O "amphibious talent".

Transferred from: http://blog.csdn.net/kerry0071/article/details/30311105

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