The eagle is now going to make a long article and crucify the scrap wood.

Because it was two days ago there is a silly B writing long black "internet thinking" is a scam and so on, well, carving ye now to get a long text, one-time crucify those waste firewood. You remember, in the future, there are idiots to say "no internet thinking", you let them kneel to read my article Xiongwen good.

First you have to figure out what is "not internet thinking", lest the "Headquarters building Trap", as the author of "The Foundation of Evergreen" has cited, finds that the world's top 500 companies have a headquarters building, so whether they can conclude that owning a headquarters building is a necessary condition for the world's top 500? This conclusion is absurd, of course, because reversing.

Although the "Internet thinking" this thing, like a basket, anything can go in, but we must be cautious, if some way of thinking, operation, operation Skills, in the Internet era before the advent of the full, it must not be attributed to the "internet thinking." For example, the so-called "hunger marketing" is certainly not the case, because this marketing skills as early as 100 years ago, today on the Internet as a platform for sale to appear again, still cannot be classified as "internet thinking."

And the "Internet mindset" that we're going to define today must at least be what never existed in human history ... Oh, actually, I think it's a very good discussion. Let's see, first of all, what has changed the Internet?

All corporate brand marketing, in the final analysis, first of all through the "information dissemination" to allow customers to do brand awareness, and today's internet and mobile internet, the most fundamental subversion, first of all, appears in the "Communication" on the

In the history of traditional brand communication, there are no more than two categories: paid transmission and free transmission, the former is television advertising, magazine advertising, newspaper advertising, radio advertising ... You can think of any charge of the media that can be summed up for the payment of the spread. The latter, familiar with another name is "Word-of-mouth spread", as long as your product, service is really good, then customers will help you word of mouth.

The traditional pay-for-transmission level, we can boil down to three features "fuzzy, expensive, inefficient"--the so-called "fuzzy", refers to the audience crowd face blurred, completely inaccurate, rely on, think of Here I am angry, I grew up, saw countless sanitary napkin ads, crying to death I forget, heaven! Why punish me to see so many times, "No More trouble tonight, with wings and side leakage" narration and screen? Sophie！ Do you think that after watching 10,000 sanitary napkin ads, the eagle can automatically come to aunt?

If every man can clearly know that sanitary napkins daily, night use, wings, ultra-thin, side leakage, a large number of days, and so inexplicable words, you know what is called "expensive". So even if the "cost per thousand" of TV commercials sounds low, in fact, because of the lack of precision, the cost of advertising on the head of the target audience is still very expensive.

Then there is inefficient, traditional advertising to do everything possible to let the target group believe that they say, but the customer was cheated for a long time, is skeptical. I have been listening to 20 years of soft shampoo can make you like the TV Lin Chi-ling as a hair, but in fact? And after listening to it for 20 years, your teeth are too high for you to be able to flash your dog, but actually? So in the traditional paid advertising, the problem of trust has become the core of inefficiency.

What about "Word-of-mouth spread"? The three characteristics of "accurate, expensive, inefficient"-accurate do not have to say, because everyone's own friends, always and their own economic situation, educational background, the scope of consumption is similar, so the brand recommend among friends, the purchase success rate is usually very high. But why is it "expensive"? Because of the traditional age, even if pushed backwards 35 years ago, "Word-of-mouth" is expensive, or through friends party to eat and chat (who pay?) Eat very expensive Ah, especially to eat carved beef brisket, xue Pan grilled string, are not cheap ah! Either by SMS or by phone, if the "cost per thousand people arrive", it must be expensive to the sky.

The inefficiency of Word-of-mouth is in comparison with television or magazine newspapers--only to say, and you know, the description of the language is often poor (not everyone is like the carving ye so can spray good? By contrast, TV commercials are able to display material through stunning images, the disadvantage is that the time is too short, the copy must be very short; newspapers can be a lot of words, the problem in-depth, but often can not match the beautifully printed pictures; , the disadvantage in the means too simple rude, in addition to say "This brand is good is good, do not listen to my recommendation you ya suffer in front of" outside, push the strength of the feeling is not strong enough.

Okay, mom, the eggs are now on the internet! A micro-bo a micro-letter, constitutes the human history has never appeared "accurate, cheap, efficient" spread! The subversion of "communication" in human history is enough to rewrite the beginning of all the changes in consumer behavior.

By the way, please go to the study now and find out all the books about "consumer behavior" that have been published before and burn them down. Burn it off and don't read a word. Lighters have been invented, you learn to drill wood to get fire is to change back to primitive people?

Clockwork microblogging, dozens of to tens of thousands of fans to hear, clockwork micro-letter circle, hundreds of friends can see, in the micro-letter group, but also a bunch from acquaintances to the half of acquaintances can hear-accurate, do not explain; cheap, alas, the mobile phone electricity and wifi traffic charges, almost negligible; Copy and paste text, you can also record short-sighted frequent, and can even send the purchase link sent to ...

The full subversion began.

As always, the carving ye have to pull 1000 hundreds of words, only to introduce the subject. What's the point? Is that I am not responsible, casually Hu, Spit lotus, Tongue flying, Meng (a) death you do not die, but may be written into the future marketing textbook "Internet Thinking Three Definitions":

First, rely on the Internet to do the dissemination, to find the target customer group, but also let the target group to know you, participate in, interactive;

Second, the user as the core product development, according to find the target customer base to do precision-oriented "narrow-masses products";

Third, small improvement, rapid iterative, internet means to collect feedback, rapid improvement of products, and then spread. With the function, service, and product line to improve and expand, and gradually expand the target population;

First of all, what is a computer more than TV? Keyboard！ Mobile phone is also, as long as can type, is two-way. Through Weibo and micro-letter public number do sanitary napkins spread, thank goodness, I will never see, as long as I do not pay attention, Sophie! You send 10,000 micro-blog or micro-letter, I also can't see! Unseen! Unseen! But conversely, if you're a tampon enthusiast (ah?) Who else? Suppose so. Congratulations, you can do side-leaking interactions with your dear Sophie every night.

Take Millet mobile phone example, in the early days of MIUI, no pay ads, but those potential users, can easily run to MIUI BBS, all day and night interactive nonsense. Not the target crowd. In fact, when the Millet 1 release, those fans are bleeding to listen to the Thunder Army on the stage preaching--and so on, you guess at that time, "fan ring" people outside, how many heard of millet?

The answer is "very little, very little." In fact, Millet is because later too successful, "out of the Circle", was known by many non-target people, and I think, most brands, do not have to "out of the circle", not for the public to know, as long as the target crowd, it can be called success.

The second step, since you find the core users, you know who they are, at this time, ordered your "engineer" to surrender to your "Product Manager" Bar! In the industrial age, because the target customer is vague, there is no means for cheap and efficient communication, so only engineers to design what to sell. And today due to the advent of the Internet, and your target customers--cheap! Efficient！ Can communicate! You don't have to be stupid to guess what the customer wants, okay? You two fingers move, you can free large area of "full communication" good?!

Why is "narrow-masses"? Also take millet for example, two years ago, Millet has not today so "politically correct success", one of their founders Li Vanchang to our company to do a share, talking about millet strategies, I also communicate with him a thing: Millet is a classic trilogy play--

The first step is to use edge products to beat the edge of the crowd

The second step is to hit the fringe with mainstream products,

The third step uses mainstream product to hit the mainstream crowd.

How do you explain this game? You see, the first product MIUI millet, in fact, "Edge products", more than 95% of mobile phone users do not understand, and do not need to brush machine to play ROM Yes! Like brush miui are some "marginal crowd", Dead Otaku, program apes, siege lions, since the extreme poor ugly ... Nonsense, any BMW M3 and big long legs of those Jinshuai elder brother, do not go to the sister nest in the home every day brush rom? You mean the one I know?

Millet second step, in attracting enough target customers, began to "use mainstream products hit the edge of the crowd", to tell the truth, Millet Generation 1999 yuan is very cheap? Not cheap, because at that time less than 1000 yuan Andro also have some. But 1999 of this relatively mainstream intermediate price, with "fever level" These three magic words, in the "edge of the Crowd" body has played a chemical role. The target passenger group is detonated directly.

At that time I and Li Vanchang, is the first half of 2012, Millet 2 has not out, Millet 1 youth version just released, there is no evidence that millet in the mainstream market success. I even to the force said that the most difficult is "mainstream products hit the mainstream crowd", whether the flank can match the "edge products hit the mainstream crowd" strategy? The white is through later millet charge treasure this kind of "edge product" to obtain "mainstream crowd" first contact and brand communication. Of course, ya Li Vanchang didn't talk to me at that time.

It turns out that no flanking tricks, millet with 2 generations and 3 generations to the final step. Together with the low price of Red Rice series, is really the mainstream Chinese people sweep! (iphone target customers are high-end users, in front of a billion of Chinese users, the proportion of the calculation is really not "mainstream". ）

As for the third step of "internet thinking", small improvements, fast iterations, I don't have to explain. At least millet does not need to be a case, (the front take millet as a case, is because many people mistakenly think that millet is "mainstream products hit the mainstream crowd", I corrected it.) Well, say that I do the carving of the master's Beef brisket--now a new dish, called "moral leave ... Ground ", because there are mustard (festival), Cat Grass (CAO), Pears (away) and other ingredients, so the name of such an unscrupulous dish-who do you think? It's a Twitter campaign, a fan.

Through the fans vote, we all think that this dish name is enough nonsense, enough fun, so it is decided, you guess at present carving ye brisket restaurant, before the highest order rate is what? Yes, that's it. Ground ". (See picture of this dish)

In fact, this dish before the official launch, has invited a large number of fans to try to eat, minor repairs to many times, from the taste to the pendulum plate, or even the final name, and the supply of a few months before the shelves, are through a large number of fans to communicate after the decision. In the next six months, the current restaurant menu almost half of the dishes will be replaced, so high frequency, ask, no internet means before, who dares to do? What are you looking for? But today, with the Internet tools, cheap and efficient communication, with the corresponding thinking, you will find that the original restaurant, the development of vegetables to achieve a high degree of satisfaction with the target group, can be so easy.

No internet era, the stupid restaurant owner can also use paper and pen to record, which menu is not high, and then replace the frame-so "with data results for product iterations" is not "internet thinking." But to carve ye brisket of the iterative frequency, I can have the audacity to say? Historically there have been restaurants so high-frequency iterative baa?! Don't look is a "change menu", frequency high to a certain degree, that is, from quantitative to qualitative bird ~ ~ Nokia's Symbian system, that year is not regret generation Ah! But six months a year to update that little, and MIUI weekly update, is not "qualitative" relationship?

Products before the development of the user survey, it's certainly not "internet thinking" (because the industry has always done this), but using the Internet to do accurate research, to stay in touch and interact with the target for long periods of time, and even to involve core target customers in product development--and so on, that's not much, When you have a clear idea of where the target group is scattered, even if they come out from all corners of China, you can get to know you, and you will be able to develop "marginal products" to hit these "fringe groups"! ...... No MIUI, no later millet phone, but if Lei does not have a "thinking", with the help of the Internet to dig out these hidden in China all kinds of nooks and cranny, like the "Edge of the crowd", but with the traditional way to open the physical store to find them, lei than the same time, 10 times times more money, now also street beggars! OK, so I would like to ask, this in the Internet before the popularization has never been possible to appear in the way of thinking, not called "internet thinking" called TMD God Horse?!

Therefore, the carving ye summed up the three, is the end and end of the title, interlocking good?!

A great new era, opened a new prologue-all hard to die, all marketing theory is outdated! As long as you have the ability to find the target audience through the Internet, and then let them interact with you, let them participate, develop products that make them scream, and then, believe that you don't have to spend a dime, Weibo and micro-ring, will help you detonate. Back to the beginning, remember "consumer behavior" is completely rewritten? Accurate, inexpensive, efficient word-of-mouth dissemination, you do not have to use the human and financial resources Yes! ~

Like my micro-blog said, a few years later, how no one knows how millet, and even my own operation of the carving ye brisket, I do not know how. But just as the atomic bomb test failed again and again, there is no denying that e=mc² exists. As long as one bomb is blown, the equation of mass energy is the proof of the subversion of Newton's mechanics. (CAO, in fact, Millet has already been the atomic bomb level.) ）

Oh, right, as for the title, "Internet Thinking" is "small no phase work"? Don't worry, I will open a new restaurant, grilled string, called Xue Pan grilled string, I use the above 3,000 words to talk about the "methodology" to perform a little bai? Failed please refer to the last three natural paragraph, if one is not careful again success, perhaps "small no phase work" really exist Oh!

Of course, for you, "small no phase" if it exists, you use it to drive the "Shaolin 72 stunt"-that is, your industry, subversion of a good, is the core of your thinking. haha haha ...

I said, most of the night can harm one is a ~ bad, I also hungry! What's the whole? How do I ...