3 Jokes, 9 categories, 19 rules tell you what subversive innovation is.

3 pieces: 1, there is a person who has never contacted the catering industry opened a restaurant, the result in a short period of two months, VC investment reached 60 million, the estimated value of up to 400 million yuan-carving beef brisket. 2: Amoy brand-three squirrels, entrepreneurship has not yet more than a year of time, the cumulative amount of sales has been over billion. 3: Millet, three years since its inception, the valuation has exceeded 10 billion U.S. dollars. 9 large categories, 19 rules.

Front Show: Three jokes

The first one: there is a person who has never contacted the catering industry opened a restaurant, the result in just two months time, reached the location of the first shop restaurant Ping effect, VC investment reached 60 million, estimated value of 400 million yuan, the restaurant is the beef brisket carving.

Only 12 dishes, spent 5 million yuan to buy out the Hong Kong food god Daylong brisket formula; each pair of chopsticks is custom-made, brand new, after dinner can also take home, the boss spends a lot of time every day staring at the food and service dissatisfaction of the voice; before the opening of the 10 million for six months to seal the test, during which invited the road star, talent, The micro-broad numbers are free to try ...

Why is the beef brisket so arranged? What is the logic behind it?

Let's look at the second one: This is a Amoy brand, June 2012 in the days of the cat online, 65 days after becoming China's network of Nuts sales first; 2012 "Double 11" created a daily sales of 7.66 million miracle, ranked first in China's electric business food category, January 2013 single month sales of more than 22 million; So far more than a year, the cumulative sales of billion, and once again obtained IDG company 6 million U.S. dollars investment. This brand is three squirrels.

Three squirrels with brand cartoon image of the package, box opener, express eldest brother message, nut packaging bags, sealing clips, garbage bags, transfer brand concept of Micro-magazine, cartoon key chain, and wet wipes.

A Amoy brand, why take pains to do these?

Look at the third joke: this is a business that only three years. 2011 Sales of 500 million yuan, 2012, sales reached 12.6 billion yuan, 2013 in the first half of the sales reached 13.27 billion yuan, the annual sales are expected to exceed 30 billion yuan, in the new round of financing, the valuation amounted to 10 billion U.S. dollars, ranked fourth in the domestic internet companies.

This enterprise is millet. Lei said that the sense of participation is the greatest secret of millet success. How to understand the sense of participation?

These three enterprises, although divided into different industries, but surprisingly similar, we all call the Internet brand.

What is the internet thinking behind them?

Internet thinking "solitary nine swords"

I have a definition of the Internet thinking: in the (mobile) Internet, large data, cloud computing and other scientific and technological development in the context of the market, to the user, the product, the value chain of the enterprise and even the entire business ecosystem to re-examine the way of thinking.

"Solitary and Nine Swords" is the Hua Shan faction Sword Zong Qing martial arts knowledge, emphasizing "No recruit wins has the recruit", heavy in the sword meaning, and the internet thinking has the same. Also means that the internet thinking will be like "solitary nine swords" to crack the world's martial arts, to reshape and subvert all kinds of traditional industries.

I'll talk about the Internet thinking system I understand.

1, User thinking

"Lone solitary Nine swords" the first recruit is the general tactic style, the first recruit learn not, behind the trick is difficult to comprehend. Internet thinking is the same. Internet thinking, the first and most important, is the user's thinking. User thinking, refers to the value chain in all aspects of the "user-centric" to consider the problem.

As a manufacturer, it is necessary to establish a "user-centric" enterprise culture from all aspects of the whole value chain, and only a deep understanding of users can survive. No agreement, no contract.

Here are a few rules:

Rule 1: the "cock silk" of the world.

Successful Internet products to catch the "cock Silk Group", "grass-roots family" needs. This is a people call themselves "cock silk" and the bones that they are "high and handsome" and "white rich beauty" era. When your product does not

Can let the user become part of the product, cannot connect with them together, your product must be failed. QQ, Baidu, Taobao, micro-letter, YY, millet, no one is not carrying "cock silk" to become Br.

Rule 2: Peddling a sense of engagement.

A situation is on-demand customization, manufacturers to provide personalized products to meet user needs, such as Haier's customized refrigerator; another situation is in the user's participation to optimize products, such as Amoy brand "Seven Princess", each time the

New products, will be designed to put the design of the fan group in their management, so that fans vote, these fans determine the ultimate trend, and naturally will pay for these products.

Let users participate in brand communication, is the fan economy. Our brand needs fans, not just users, because users are far less loyal than fans. Fans are the highest quality target consumers, and once the emotional factors are injected, defective products will be accepted. In the future, brands without fans will die.

The film "Small Time" watercress score of less than 5 points, but the movie audience average age is only 22 years old, these fans is Guo's bonanza. Because of a large number of fans "* *", "small age 1" "small times 2" to create a cumulative more than 700 million of the box office myth.

Rule 3: Experience first

Good user experience should start from the details, and run through every detail, can let the user feel, and this sense to exceed the user's expectations, to the user to bring surprises, through the brand and consumer communication throughout the chain, plainly, is to let consumers have been cool. The new version of the micro-letter to the public account folding processing, is a typical "user experience first" choice.

User Thinking System covers the most classic brand marketing who-what-how model, who, the target consumer-"cock silk"; What, consumer demand--selling the sense of participation; How, how to achieve--the whole user experience first.

2. Simple thinking

Internet age, Information * *, the user's patience more and more insufficient, therefore, must seize him in a short time!

Rule 4: Focus, less is more

Apple is a typical example, 1997 Apple close to bankruptcy, Chowa return, cut off the 70% product line, focusing on the development of 4 products, so that the Apple turned back to the dead. Even the 5s,iphone only 5.

Brand positioning also need to focus on, give consumers a choice of your reasons, one is enough.

Recently very hot a network of flowers brand Roseonly, its brand positioning is high-end crowd, buyers need to be with the recipient identity card number binding, and each can only bind once, meaning "life only love one person." February 2013 Online, August to achieve a monthly sales of nearly 10 million yuan.

Avenue to Jane, the simpler things are easier to spread, the harder it is to do. Focus is the power to achieve the ultimate. Especially in the entrepreneurial period, do not focus, there is no possibility of survival.

Rule 5: Simplicity is beauty.

In product design, to do subtraction. The appearance should be concise, the internal operation process should be simplified. Google homepage is always a refreshing interface, the appearance of Apple, Tesla car appearance, are such a design.

3, the ultimate thinking

Extreme thinking, is the product, service and user experience to achieve the ultimate, beyond user expectations. What is extreme?

Rule 6: Create a product that screams the user

Use extreme thinking to create the ultimate product. There are three methodologies: first, "need to catch up" (pain point, itching point or exciting point), second, "You have to push hard" (to do their own ability limit), and third, "management to focus on" (Product manager to the world). All industries are media, in this social media era, good products will naturally form word-of-mouth spread.

Screaming means you have to make the most of the product;

Rule 7: Service is marketing

Liv Essential Oil is a well-known brand of Taobao, there are two small details can be seen in the service experience of the ultimate pursuit: 1 Customer services 24-hour shift to work, using the ThinkPad small Red Hat notebook work, because the use of this computer to switch windows more convenient, so that consumers can wait a few seconds, 2 with "CSO", The chief surprise officer, every day in the user's message to find a potential salesman or expert, found will send a package to each other, for the possible "opinion leader" to create a surprise.

Seabed Fishing service concept by a lot of people, but in the internet thinking swept through the traditional industry under the tide, if the seabed fishing can not use the Internet thinking to restructure the enterprise, learn not, may be the seabed fishing.

4. Iterative Thinking

"Agile Development" is the typical methodology of Internet product development, is a human-centered, iterative, step-by-step development method, allowing some deficiencies, and constantly trial and error, in the continuous iteration to improve the product.

Here are two points, a "micro", a "quick".

Rule 8: Small focus, micro-innovation

"Micro", from the small user needs to start, close to the user's psychology, in user participation and feedback gradually improved. "Maybe you think it's a humble point, but the user may feel important," he said. The 360 security guard was just a safety protection product, and later became the emerging internet giant.

Rule 9: Lean entrepreneurship, rapid iteration

"The World martial arts, only fast and not broken", only the rapid response to consumer demand, products are more easily close to consumers. Zynga Games has updated the game several times a week, and the Millet MIUI system insists on iterating every week, even the menu of the beef Brisket is updated monthly.

The iterative thinking here, for traditional enterprises, more emphasis on the concept of iteration, means that we must timely and even real-time attention to consumer demand, grasp the changes in consumer demand.

5. Flow thinking

Flow means volume, volume means weight. "The eye gathers place, the money must follow", the flow namely money, the flow namely the entrance, the flow value does not need to say much.

Rule 10: Free is for better charge

Most Internet products use free strategy to fight for users and lock users. That year's 360 security guards, with free anti-virus invasion of antivirus market, a time stir turned upside down, look back again, Kaspersky, rising and other anti-virus software, it is estimated that not a few computers will be installed.

"Free is the most expensive", not all enterprises can choose a free strategy, due to products, resources, timing.

Rule 11: Sticking to the "tipping point" of qualitative change

Any Internet product, as long as the user active number to reach a certain degree, will begin to produce qualitative changes, thus bringing business opportunities or value. QQ without the insistence of the year, it is impossible to have today's corporate empire. Attention economic era, first of all to do the flow, to have the opportunity to think about the problem behind, or even the chance of survival.

6. Socialization Thinking

The core of social commerce is the net, the company faces the form of the network, which will change the production, sales, marketing and other forms.

Rule 12: Use social media

There is a brand to do smart watch, through 10 micro-letters, nearly 100 micro-group discussion, more than 3,000 forwarding, 11-hour booking sold 18,698 only T-watch smart watch, order amount of more than 9 million yuan.

This is the charm of the social marketing of the micro-credit circle. One thing to remember, Word-of-mouth marketing is not from the words, it must be in the user's perspective, the user's way and user communication.

Rule 13: Crowdsourcing collaboration

Crowdsourcing is a "swarm thinking" and hierarchical architecture as the core of the Internet collaboration model, Wikipedia is a typical crowdsourcing products. Traditional enterprises to think how to use extended, do not recruit, it can be "the world of talents into my Ching."

InnoCentive website was founded in 2001, has become a chemical and biological field of important research and development supply and demand network platform. The company introduced the "Innovation Center" model, the company's external innovation ratio from the original 15% to 50%, research and development capacity increased by 60%.

Millet mobile phone in research and development to allow users to participate in depth, is actually a crowdsourcing mode.

7. Big Data Thinking

Large data thinking refers to the understanding of large data, enterprise assets and key competitive elements.

Rule 14: Small businesses also need big data

Users on the network will generally produce information, behavior, relationship three levels of data, the precipitation of these data to help enterprises to predict and decision-making. All can be data, enterprises must build their own large data platform, small enterprises, but also have large data.

Rule 15: Your users are everyone

In the Internet and the era of large data, enterprise marketing strategy should be targeted at personalized users to do precision marketing.

After the online line, the bank has opened the offline entity store and online membership account, laying free WiFi in department stores and shopping malls. When a registered account guest enters the physical store, his mobile phone is connected to WiFi, all of his interactive records are presented backstage, and Yintai can discriminate consumers ' shopping preferences. The ultimate goal of this is to achieve the visualization of goods and inventories and to communicate with users.

8. Platform Thinking

The platform of the Internet thinking is to open, share, win together the thinking. The platform model is most likely to succeed the industry giants. Of the world's 100 largest companies, 60 companies have the main revenue from the platform business model, including Apple, Google and so on.

Rule 16: Creating a win-and-gain ecological circle

The essence of the platform model is to create an ecological circle with multiple subjects to win and benefit.

The future of the platform dispute, must be the competition between the biosphere. Baidu, Ali, Tencent three big internet giants around the search, electricity quotient, social networking each built a strong industrial ecology, so later such as 360 in fact is difficult to shake.

Rule 17: Leverage existing platforms

When you don't have the power to build an eco-platform, think about how you can use your existing platform.

Ma Yun said: "Suppose I am a new venture, the front has a Alibaba, there is a Tencent, I will not challenge it, the heart can not be too big." ”

Rule 18: Make an enterprise a platform for employees

The internet giant's organizational change revolves around how to build the internal "platform-oriented organization".

Including the 25 division of Alibaba Division, Tencent 6 major business group adjustment, are designed to play the role of the internal organization platform. Haier divided more than 80,000 people into 2000 independent operators, so that employees become real "entrepreneurs", so that everyone become their own CEO.

Internal platform is to become self-organizing rather than his organization. His organization is always under the orders of others, Self-organization is his own to innovate.

9. Cross-border thinking

With the advent of the Internet and new technologies, the boundaries of many industries have become blurred and the tentacles of internet companies are pervasive, such as retailing, books, finance, telecommunications, entertainment, transportation, media, etc.

Rule 19: With the "user" to make the Princes

Why are these Internet companies able to participate and even win Cross-border competition? The answer is: Users!

They master the user data on the one hand, but also with user thinking, nature can carry "users" to make princes. Alibaba, Tencent successively bid for bank, millet make mobile phone, do TV, all is this kind of truth.

The next ten years, is China's commercial field of large-scale robbery in the era, once the user's way of life has changed radically, too late to change the enterprise, must suffer from doom!

So, the last rule: use the Internet thinking, bold subversive innovation.

A truly awesome person must be a cross-border person who can find his own coordinates at the intersection of technology and humanity. A truly powerful enterprise, must hold the user and data resources, dares to cross the Boundary innovation Organization.

Li pointed out: "The Internet industry's biggest opportunity is to play its own network advantages, technical advantages, management advantages, to upgrade and transform the traditional industries under the line, change the original industry development rhythm, the establishment of new rules of the game."

The above is my summary of the internet thinking "solitary nine swords."

Today, there is no potential for an industry to see how far it is from the Internet. Can truly use the Internet thinking restructuring enterprises, can truly win the future.

Mito Cai said: "The future belongs to those who know the Internet in the traditional industries, not those who know the Internet but don't understand the traditional industries."

Jinshan Network Fu said: "Industry opportunities belong to the courage to use the Internet to launch attacks on the traditional industry internet people."

We believe that the future must belong to people who can understand both the nature of traditional commerce and internet thinking. Whether you're from a traditional industry or an Internet field. The future must belong to this O2O "amphibious talent".