The essence of kaixin.com's success is not SNS, but webgame.

In the past two years, SNS were copied from Facebook, but kaixin.com succeeded only in addition to its campus.

In-school success is due to early preparation, and the needs of domestic and foreign college students are similar. Kaixin.com is successful in the white-collar market outside of students. It cannot be said that it is not a miracle. However, kaixin.com's success cannot be regarded as the success of the SNS strategy. It is because it has developed several excellent webgames, attracting a large number of users. This is the success of the game tactics. Webgame will be the next hot field on the Internet.ArticleWhat we want to talk about is not webgame, but a topic: What is the key to a successful website?

Is strategy or tactics the key to a successful website?

The Internet is a place that focuses on business models. Successful Internet companies will first share stories and have a good business model. So it is no exaggeration to say that "95% of Internet companies are fooling around.

It is useless to make a website empty. Many wealthy companies have failed, and none of the foreign websites have succeeded in China because the Internet has not accumulated money. It is not enough to have a strategy, but to have a tactical success to support the strategy.

Kaixin.com's success is due to a tactical success, that is, a game function such as "friend trading. In the same period as kaixinnet, there were many SNS companies with funding and gold medal teams, but kaixin.com succeeded. Kaixin.com may start with a follow-up SNS, but the key to its success is web games, triggering spontaneous virus transmission among users. Kaixin.com does not spend much money on public relations, while many other similar SNS websites do not have a core application that can attract users because they only have a strategy. Therefore, no matter how much advertising fee they spend, they still cannot attract users, if money is burned out, it will be defeated.

Tactical strategy.

The book "Marketing Revolution", co-authored by famous positioning experts troot and RISS, is worth seeing in the Internet and entertainment industry. It raises doubts about the top-down strategic formulation that is common to us and has formed a mindset. The universally accepted creed is an extremely important strategic organization that should be put first, followed by tactics. The innovative core idea of the marketing revolution is that strategy should be a bottom-up process and tactical strategy. Determine the tactics first and then develop the strategy. The strategy should not be "top-down. Strategy is actually a sublimation of tactics. A "bottom-up" tactical-driven strategy.

Some capital-intensive industries, such as oil and steel, may be driven by a "top-down" strategy. However, other industries, especially Internet and entertainment, are more typical tactical-driven strategies. The core competitiveness of an enterprise refers to this tactic. For example, there is a music network in the music industry, which is centered on audition tactics. The advantage of audition is upgraded to a strategy. For example, "Cool dog music" is the success of music players, the formation of the company's strategy.

Strategy is a nail, strategy is a hammer

You may have the most powerful hammer (Strategy) in the world, but if the strategy doesn't hit the nail (tactics), then marketing planning will be ineffective. Therefore, nailing is a competitive advantage of an enterprise. The strategy is to integrate all the resources of the enterprise to expand this advantage, that is, to break the nails in. We found that in actual marketing activities, many enterprises, especially some successful enterprises, including a large number of small and medium-sized enterprises, actually do the same. Although the practice is not conscious, however, the feeling for the market is correct. For example, damale Pisa entered the market with the tactic of "Delivering meals to home within 30 minutes" and then exported the strategy-to concentrate all the company's resources, in the United States, thousands of "food delivery door-to-door" chain stores in Pisa were established, and thus achieved the second brand position in the industry. Walmart refined the tactics of "low price every day" to a strategic height. All operations, including purchasing, logistics, and corporate culture, are carried out around low prices every day.

Tactics are competitive advantages, and strategies are designed to maintain such competitive advantages. Strategy is not a goal, but a consistent marketing direction. Strategic consistency internally means that it is centered on the selected tactics. Second, the strategy runs through consistent marketing activities. Products, prices, distribution, and advertising-all activities that constitute a sales portfolio must be consistently reflected in tactics.

in short, for kaixin.com, SNS is a strategy and webgame is a tactic. The success of kaixin.com is the unity of strategy and tactics, that is, the unity of Taoism and tactics ". If a website does not find this core application, or all websites that despise tactics are burning money. Everything is hard at the beginning. So, how does kaixin.com succeed step by step?