In the contrast between Internet thinking and traditional thinking, a group of people are constantly raising the value of Internet thinking. Most of these people are engaged in the IT and Internet industries. At the same time, a group of people think that the internet is wrong. In their view, internet thinking is just a disguised interpretation of some transmission industry thinking, such as user first, extreme thinking and so on.
First of all, let's talk about the thinking mode of the Internet and traditional industries.
There are many online tutorials on this topic, but many of them are out of date, because the Internet is constantly changing. In order to avoid making everyone learn wrong and outdated knowledge, I joined forces with awesome people on the Internet to form a group, and friends who want to learn SEO and e-commerce can come here to study. The first digits of this group are: 248, the middle digits are: 179, and the last digits are: 139.
1. Extreme thinking
Extreme thinking is to achieve the ultimate in products and services, the ultimate in user experience, and exceed user expectations. Competition in the Internet age is only the first, not the second. Only by doing the utmost can we truly win consumers and win people's hearts. What is the ultimate? Some people say that the ultimate is to put your life on the line. Look at this apple. It is the result of Joe's life. Remember the time.
2. User thinking
I think the user experience is to make users feel cool. From the spiritual and material aspects, that is to say, the essence of any business model is to satisfy users. However, data thinking and user experience thinking will also bring some changes to traditional industries. For example, the Express Hotel will strengthen the aspects that travelers care about-hygiene, bed comfort, quietness and price-and cut down the decoration of the luxurious halls of swimming pools and gymnasiums that have not been used for 800 years. Let users care about the better part of the experience, and the part that they don't care about attracts users by reducing costs and prices.
The above two points of thinking are the closest thinking cognition between the Internet and traditional industries, but for most Internet companies, it is much more important to do the above two points well than traditional enterprises. If we don't follow these two ideas closely, there will be no place for the Internet. Traditional enterprises do better in these aspects, such as some hotels, Procter & Gamble and so on.
The following is what I think is better reflected and compared in the Internet industry.
1. data thinking
It is not the Internet that makes data analysis, but the Internet that makes data collection and acquisition more convenient, and with the advent of the era of big data, data analysis and prediction are of great value for improving user experience. It can only be said that enterprises that don't think about data will die miserably.
Users usually generate information, behavior and relationship data on the network. For example, when users log in to the e-commerce platform, they will register their mailboxes, mobile phones and addresses, which are all information-level data. What products users browse and buy on the website belong to behavioral data; Who will users share these goods with and who will pay the bill? These are data at the relationship level.
The precipitation of these data is helpful for enterprises to make predictions and decisions. The key of big data lies in data mining, and effective data mining can produce high-quality analysis and prediction. Massive users and good data assets will become the core competitiveness in the future. Everything can be digitized, and enterprises must build their own big data platforms. Small businesses should also have big data. Data assets become key competitiveness, even core competitiveness.
2. Mobile thinking
Flow represents volume, and volume represents component. "Where eyes gather, money will follow", and flow is money.
Traffic is the entrance, so the value of traffic goes without saying.
Internet products, free of charge, often become the primary strategy to obtain traffic. Most internet products do not charge users directly, but use free strategies to win users and lock them in. Taobao, Baidu, QQ and 360 all started for free. 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, Jinshan and other anti-virus software, it is estimated that there will be few computers installed. There are two main free modes; First, the foundation is free and collects value-added fees; Second, short-term free, long-term charges. "Free is the most expensive", not all enterprises can choose free strategy, which depends on products, resources and timing.
How does traffic generate value?
Quantitative change leads to qualitative change, so we must 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, which will often bring new "business opportunities" or "value" to companies or products. This is the unique "miracle" and "charm" of the Internet. 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.
On the other hand, how can persistence be so easy? Internet industry is a money-burning industry. JD.COM is losing money every year, and not all start-ups can survive by venture capital. 3. Socialized thinking
Socialized thinking should only be reflected in two aspects, word-of-mouth marketing and crowdsourcing cooperation. word of mouth marketing
For example, 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 Tuman T-Watch smart watches, and the order amount exceeded 9 million yuan. This is the charm of social marketing in WeChat circle of friends. Social media should be the main battlefield of brand marketing, and the chain spread of word-of-mouth marketing is very fast. Take Weibo as an example. Xiaomi Company has more than 30 service employees in Weibo, and handles more than 2,000 private letters every day, including 40,000 to 50,000 mentions and comments. Through the interaction and service on Weibo, Xiaomi mobile phone is deeply rooted in people's hearts. But one thing to remember is to use social media or word-of-mouth marketing. 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.
Crowdsourcing cooperation crowdsourcing is a kind of internet cooperation mode with "bee colony thinking" and hierarchical structure as its core, which means group creation, and is different from outsourcing and Witkey, and emphasizes cooperation more.
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. Founded on 200 1, noCentive website has become an important R&D supply and demand network platform in the fields of chemistry and biology. The Innovation Center has gathered more than 90,000 scientific research talents, and Procter & Gamble is one of the earliest enterprise users of the Innovation Center. 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%. At present, there are more than 9,000 R&D employees in Baogu, and the number of R&D personnel in the peripheral network has reached 1.5 million. 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 main reasons why Internet products can iterate: 1) The link from product supply to consumption is very short; 2) The cost of consumer feedback is very low. There are two points in this, one is "micro" and the other is "fast". "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 just a security protection product, and later became an emerging Internet giant. "The martial arts in the world, only fast and unbreakable", only by quickly responding to the needs of consumers, the products will be easier to paste.
Close 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. Good products are operated.
A micro-innovation can't change the world, and it needs continuous micro-innovation.
So can traditional enterprises iterate? We can't put a bag of washing powder on the market once a month, can we? How to build an iterative mechanism for communication between products or services and consumers? 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. Step 5 think simply
Simple thinking refers to the concentration and simplicity in product planning and brand positioning; In product design, strive for simplicity and simplicity. In the Internet age, with the information explosion, consumers have too many choices, the selection time is too short, users' patience is getting less and less, and the transfer cost is too low. When an offline store comes out and enters the next one, it only takes a click of the mouse online, and the transfer cost is almost zero. Therefore, we must be able to catch him in a short time!
Focus, less is more. Product line planning should be focused.
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. In 2007, the first iPhone went on the market. Even for 5S, there are only five models when it comes to "local gold".
It should be explained here that concentration here means that in order to accomplish one thing, we must concentrate on achieving a breakthrough within a certain period of time.
Brand positioning should also be focused, giving consumers a reason to choose you, and one is enough.
Recently, a very popular online flower brand is called RoseOnly, and its brand positioning is the "only love" of high-end people. The flower buyer of this website needs to bind the ID number of the flower receiver, and each person can only bind it once, which means "only love one person in his life". This positioning also means giving up other opportunities for group buying, B2B, and gifts from relatives and friends. 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. Can everyone do less? Can we just do one thing? Less is more, concentration has strength, and concentration can achieve the ultimate. Especially in the start-up period, it is impossible to survive without concentration!
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.