The true meaning of Internet thinking

I do not know when, we came to the word will be called "Internet thinking" era, when selling fruit to build a micro-letter group, is to use the internet thinking to sell fruit, sell cosmetics when the picture sent to friends Circle, is to use the internet thinking selling clothes, selling dumplings when the site to do a survey, called Large data analysis, is to use the internet thinking to sell dumplings. In this technology closely integrated into the life of the era, if you do not mention the Internet thinking when starting a business, are embarrassed to say that they are starting a business.

What is the Internet thinking? A lot of times, some people can not accurately give a definition, but they always say that a certain enterprise is using the Internet thinking business, their success is also because of Internet thinking balabala. In the past two years, I have heard too many claims (sometimes people) use the internet thinking to do traditional business enterprises, whenever such information revealed, I always frown, they are really using the internet thinking of traditional business?

Huang Taigi, Internet thinking is not a lightweight application

Huang Taigi Traditional food may be the first I heard (whether it is called or called) using Internet thinking to do the traditional industry business, Huang Taigi's first store only 13 seats, but customers often lined up outside, this to a certain extent, the Huang Taigi of the hot. To the traditional industry point of view, Huang Taigi is a good restaurant, but it is really using the Internet thinking business?

Internet enterprises pay attention to the user experience. If come to Huang Taigi you can buy smoothly, sit comfortably to eat, and it gives you beyond the imagination of taste, then Huang Taigi gives the customer a good experience. But is that the case? Every meal point came to Huang Taigi, long line waiting is essential, a public comment on the user is such a description: No matter what you outside line to worry about the train, ordering meal forever leisurely, very will control the rhythm, control your curiosity, control your desire to queue! This can be effectively reduced because the back of the slow production of the customer waiting, but the current table after the meal, after really did a long time to do it. This experience is very difficult to satisfy people, hot restaurant line is often the phenomenon, like KFC, Huang Taigi is also advertised as a standardized restaurant, but in contrast, few people complained that KFC queuing too long. Then the most important part of the user experience--product--Huang Taigi food? Well, the people who have eaten know that people who have not eaten to go to the public comments to see it, you look at the taste of Samsung more than the evaluation of how many?

May be aware of the queue problem, it may be not enough Internet, so Huang Taigi in Baidu Light application platform made a light application. This is always using the Internet thinking to do the traditional industry? But when you turn on Huang Taigi light application, you will find that this is a display of advertising, the most valuable thing is to call the take-away, you can not even directly in this application to order meals. If you do a display outside the phone advertising is the internet thinking, that the internet thinking of operating the traditional industry enterprises are afraid of countless?

When it comes to Huang Taigi, some people always say that its microblog is good, open Huang Taigi Weibo will find that most of its content is to interact with netizens, this is pretty good (do not have much of the micro-blog to do this), but only this, Huang Taigi and not a successful microblog. Then again, microblogging operation is good to use the Internet thinking to do the traditional industry?

C2B, what about your beef brisket?

Carving Ye's name is needless to say, if you are in Beijing and did not hear the Eagle beef brisket, it can only say you too out. The beef brisket is known as China's first "light luxury meal" restaurant brand (forgive me ignorance, what is called "light luxury Meal"?), the literal understanding seems to be more than the upper (luxury) shortage, than the next (wage) more than.

Eagle Beef Brisket Before the formal opening of a period of time before the closure of the test-this is really a bit like the Internet enterprises in the system, inviting a number of big-name to experience the restaurant's products and services. Carving the Beef Brisket seal test is like money to invite a group of Kol drive propaganda effect, you think others invite you to eat their own delicious, you have the nerve to say people taste bad? Carving the beef Brisket seal test is now successful, "Han Cold did not make an appointment refused to enter the restaurant", "Beijing's most likely to meet the big brand Restaurant" And so a wave of the topic has let carving ye brisket reputation inside and outside. Carving the beef Brisket seal test mechanism is not only to enhance the product and service necessary One Ring, also brought a hunger marketing-like propaganda effect, if said in this ring on the beef brisket some Internet thinking, after the formal opening, this thinking suddenly disappeared.

In the inside, carving ye brisket must have expected to the restaurant's hot, but the length of the beta period is still not let it find a better way to solve the queue, the timely line is tolerable, but too much time line will seriously affect the customer experience, after all, who are unwilling to eat meal row one hours of the team.

Carving ye beef Brisket There are many "different" provisions, such as not to let children enter (middle-class family How to do, this is "light luxury meal" one of the mainstream group Ah!), people do not let enter and so on. I really experienced a rule about people not getting in. Once (also my only one), meet with friends to experience carving ye brisket, friend first arrived, I because the road is so late for some time, did not think before I arrived, carving the beef brisket don't let them go in first, so they are waiting outside--yes, is dry--and so on. It was not until a friend complained about a "threat" on Weibo that he was eligible for entry.

It is said that an important manifestation of Internet thinking is C2B, which requires enterprises to meet the needs of consumers, listen to the advice of consumers, but at this point, I did not see the action of the Eagle Beef brisket, there have been many consumers on the network of their queues and people do not let into the rules complained, but they did not open ( Openness is also the expression of Internet thinking). This, Starbucks and McDonald's to establish a website to solicit consumer advice and complaints are clearly better.

Last but not least, the most important part of the product experience carving the taste of beef brisket, I personally feel carved beef brisket taste very general, Luo said that the other good, beef brisket general, more comments can go to the public comments up to see, although carving ye brisket in the public comments on the score is good, but when you carefully open the comment to see time, It will be found that many customers who give more than 4 stars feel that the environment and service are good, but the taste is general. As a restaurant, the most important thing is the taste of food, give up food taste and excessive pursuit of propaganda is the cart before the horse, an Internet enterprise needs to do the most basic point, but also the core point is to do the product well.

What, you mean their microblog? Sorry, I have no impression of their microblog except for a "dinner with Cang teacher" event.

Polar route, Internet thinking is not a copy of millet

Routers have existed for many years, although the need for networking, but it has not been as an Internet product, it is only used as a tool for the Internet, the General people buy a router and set up, may Yinianbanzai will not move it again. But the pole route attempts to change this situation.

As a fast-growing company in the country, polar routes are more connected to the Internet than other traditional industries-their products do need to be connected to the Internet.

At the launch of the new conference in early December, polar routing CEO Wang Zhuyun spent nearly half an hour explaining why pole routing is a company using Internet thinking to do products (although Wang Zhuyun's eloquence is not good, in the most critical product release link even to the stage to the Zhang Yi), but I still do not understand why. Based on a smattering of Wang Zhuyun words, I think the pole route calls itself the Internet thinking to do the product, because of the following reasons: 1. Sell engineering machine, open test, perfect product; 2 update iterations quickly; 3 sell through Network marketing and network channels.

As opposed to the top two restaurants, the internet mentality of the polar route is significantly heavier, but in some ways it seems to be overdoing it. Rapid iterations may be important for an Internet enterprise, but the rate needs to be high, and the pole route is clearly a little too fast to release products only 3 months after releasing a product, which has also caused complaints from many old users. The pursuit of speed is not the first meaning of Internet thinking.

Pole route is recognized as the most like Millet company, its new product release also borrowed from Millet. For example, when the release of the new 2, it also released a very 1S (when Zhang Yi spoke the extreme 1S, scene a burst of laughter), extremely 1S and extremely 2 in fact no difference how much money, in the mobile phone era of a hundreds of yuan is to form the price difference, but the router to dozens of dollars of things, consumers will be so sensitive? It's true that different new products are released. , but it is not the essence of Internet thinking to develop price differentiation strategy for concept.

In marketing, the polar route also borrowed from the Millet hunger marketing, hunger marketing is a double-edged sword, it is like floating boat water, can carry a boat, can also overturn. Then again, is the relationship between hunger marketing and internet thinking really big?

As a traditional business with internet thinking, in fact, the above is not a complete list, if necessary, many people may be some slightly more well-known enterprises to join in, such as Ikea, Haier, seabed fishing, Chu Orange (speaking of Orange, have to say with those high-profile everywhere Moonlighting, talk about the entrepreneur than, Kingkian old gentleman is too low-key, he never said anything to sell oranges with internet thinking, also did not say what inspirational orange-inspirational Orange is made by the media, including the article at the beginning of the street to sell fruit, selling dumplings celebrity, maybe one day you will find that more and more brands around the internet thinking business. In fact, I always do not understand is: do not use the traditional business thinking of business enterprises have no future? Although our world is being changed by the Internet, the Internet has not yet changed everything.

Finally borrow a friend to know: "Internet thinking is not a product connected to the Internet." I add, whether the Internet is a light application or microblogging, micro-letter.

Author Micro-letter public account: xunkong2005