The first joke:

A person who has no experience in the catering industry opened a restaurant, and in just two months, he won 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 carved beef brisket.

Only 12 course, spent 5 million to buy out the recipe of Dai Long beef brisket. 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 food and service every day; It burned100000 in the first half of the year, and invited celebrities, talents and Weibo tuba to try it out for free. ...

Why did you arrange the cut beef brisket? 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. 20 12 "Double Eleven" created a miracle of daily sales of 7.66 million, ranking first in the e-commerce food category in China; 20 13 years, 1 month sales exceeded 22 million; So far, it has sold more than 1 100 million yuan, and once again received an investment of 6 million dollars from IDG company. This brand is three squirrels.

Three squirrels have brand cartoon image packaging, unpacking device, big brother's message, nut packaging bag, sealing clip, garbage bag, micro magazine to convey brand concept, cartoon key chain and wet wipes.

Why should an Amoy brand go to great pains to do this?

The third paragraph:

This is a company established only three years ago. 20 1 1 annual sales of 500 million yuan; 20 12 annual sales reached12.6 billion yuan; The sales of 20 13 reached132.7 billion yuan in the first half of the year, and it is estimated that the annual sales may exceed 30 billion yuan; The new round of financing, with a valuation of $654.38+000 billion, ranks 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 it the Internet brand. What is the internet thinking behind them?

Internet Thinking "Nine Swords of Loneliness"

I give a definition of Internet thinking: a way of thinking to re-examine 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 branch of Huashan school, which emphasizes "winning without any move" and focuses on sword meaning, 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 move of Nine Swords of Dugu is the general formula. If you can't learn the first trick, it's hard to understand the rest. The same is true of Internet thinking. Internet thinking, the first and most important thing, is user thinking. User thinking refers to the "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. Only by deeply understanding users can we survive. Without approval, there is no contract.

There are several rules:

Rule 1: He who gets diaosi wins the world.

Successful Internet products have grasped the needs of "diaosi group" and "grassroots group". This is an era when everyone calls themselves "diaosi" and thinks that they are "Gao Fushuai" and "Bai Fumei" in their bones. When your product can't make users a part of the product and can't get in touch with them, your product will definitely fail. QQ, Baidu, Taobao, WeChat, YY and Xiaomi all take diaosi as their overlord.

Rule 2: Promote participation.

One case is customization on demand, and manufacturers can provide products that meet the individual needs of users, such as Haier's customized refrigerator; Another situation is to optimize products with the participation of users, such as the brand "Qigege". Every time a new product goes on the market, it will put the designed style into its own managed fan base for fans to 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, they will accept inferior products. 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 all rich mines of Jing m Guo. 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 with a total of more than 700 million.

Rule 3: Experience is paramount.

A good user experience should start from the details and run through every detail, so that users can 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 make consumers feel good. The folding of the new version of WeChat public account is a typical "user experience first" choice.

The user thinking system covers the most classic brand marketing model of "diaosi", who-what-how, who and the target consumer. What, consumer demand-selling a sense of participation; How to do it, how to achieve it-the whole user experience is supreme.

2. Simple thinking

In the Internet age, information explodes, and users' patience is getting less and less. We must catch him in a short time!

Rule 4: Focus, less is more.

Apple is a typical example. 1997, when Apple was close to bankruptcy, Joe helped Wang to return, cut off 70% of the product line and focused on developing four products, so that Apple could turn losses into profits and come back to life. Even for 5S, there are only five iPhone.

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

RoseOnly, a popular online flower brand recently, is positioned as a high-end crowd. The flower buyer needs to be bound to the ID number of the flower sender, and each person can only be bound once, which means "only love one person in his life". 2065438+went online in February 2003, and achieved monthly sales of nearly100000 yuan in August.

From avenue to simplicity, the simpler things are easier to spread and 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 designed in this way.

3. Extreme thinking

Extreme 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 the ultimate thinking. There are three methods: first, "demand should be grasped accurately" (pain point, itching point or excitement point); Second, "I have to push myself very hard" (to the limit of my ability); Third, "management should pay close attention" (product managers win 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 the ultimate; The ultimate is to surpass the imagination of users!

Rule 7: Service is marketing.

Afu essential oil is a well-known brand of Taobao, 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 praised 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 Internet product development methodology, and it is a people-centered, iterative and step-by-step development method, which allows people to improve products with shortcomings, trial and error and iteration.

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

Rule 8: focus on small things and be slightly innovative.

"Micro" should start from the subtle user needs, be close to the user's psychology, and be gradually improved in user participation and feedback. Maybe you think this is an irrelevant point, but users may think it is important. 360 security guard was originally just a security protection product, and later became an emerging Internet giant.

Rule 9: Lean Entrepreneurship, Fast Iteration

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

The iterative thinking here, for traditional enterprises, pays more attention to the awareness of iteration, that is to say, we must pay attention to consumer demand in time or even in real time and grasp the changes of consumer demand.

5. Mobile thinking

Flow represents volume, and volume represents component. "Where eyes gather, money will follow." Flow is money, flow is entrance, and the value of flow goes without saying.

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, which was turned upside down for a while. Looking back, Kaspersky, Rising and other anti-virus software, it is estimated that few computers will be installed.

"Free is the most expensive", not all enterprises can choose 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 can't have today's enterprise empire without the persistence of that year. In the era of attention economy, only by doing a good job of 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 messages, nearly 100 wechat group discussions, more than 3,000 people forwarded, 1 1 hour booked and sold 18698 T-Watch smart watches, and the order amount exceeded 9 million yuan.

This is the charm of social marketing in WeChat circle of friends. One thing to remember is that word-of-mouth marketing is not self-talk, 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 a kind of internet collaboration mode with "bee colony thinking" and hierarchical structure as its core, and Wikipedia is a typical crowdsourcing product. Traditional enterprises should think about how to use the external brain, and they can "push your luck and be talented in the world" without recruiting.

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

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

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.

Users generally generate three levels of data on the network: information, behavior and relationship. The precipitation of these data is helpful for enterprises to make predictions and decisions. Everything can be digitized, and enterprises must build their own big data platforms. Small businesses should also have big data.

Rule 15: Your user is everyone.

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

After Yintai went online, we opened offline 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, and Yintai can judge consumers' shopping preferences accordingly. The ultimate goal of this is to realize the visualization of goods and inventory and communicate with users.

8. Platform thinking

The platform thinking of the Internet is open thinking, * * * enjoys and * * * wins. The platform model is most likely to become an industrial giant. Among the world's largest 100 companies, 60 companies mainly derive their income from the platform business model, including Apple and Google.

Rule 16: Create a multi-win ecosystem.

The essence of platform model is to build a multi-agent win-win ecosystem.

The future platform struggle must be the competition between ecological circles. Baidu, Ali and Tencent have built a strong industrial ecology around search, e-commerce and social interaction, so it is actually difficult for latecomers such as 360 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 a business after 90. There is an Alibaba and a Tencent in front of us. I will not challenge, and my heart cannot be too big. "

Rule 18: Make the enterprise a platform for employees.

The organizational changes of Internet giants all revolve around how to establish 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 role of internal organization as a platform. Haier has divided more than 80,000 people into 2,000 independent business entities, making employees real "entrepreneurs" and everyone their own CEO.

Internal platformization is to become a self-organization rather than other organizations. His organization will always obey others, and self-organization means self-innovation.

9. Cross-border thinking

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

Rule 19: take "user" as a prince

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

On the one hand, they have mastered the user data, on the other hand, they have the user thinking, and naturally they can take "users" to be princes. Alibaba and Tencent bid for banks one after another, and Xiaomi made a mobile phone and a TV. This is a fact.

The next decade will be an era of large-scale plunder in China's commercial sector. Once the user's lifestyle changes fundamentally, the enterprise that can't change it too late will be born to die!

So, 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 pace of industrial development 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 people who know the Internet in traditional industries, not people who know the Internet but don't understand 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 deeply understand the essence of traditional business and have internet thinking. Whether you come from traditional industries or the Internet. The future must belong to this O2O "amphibious talent".