Besides, Internet thinking: The three standards on internet marketing determine authenticity

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"Internet thinking" has been rotten Street, user first and fan marketing is not the Internet thinking! True Internet thinking satisfies at least three features: ① relatively low marginal cost; ② "catch" business model; ③ relatively minimalist standard programmatic self-service information experience

To be honest, I really don't want to write the five words "internet thinking" because the term is not new to the industry because of excessive consumption. But because of the holiday friends of a communication, the small partners discussed this, some ideas or to record it for themselves. Friends have said several of their understanding of the concept of "internet thinking", which basically stems from a number of TMT media. Similarly, I also saw some similar articles in the relevant industry network media earlier.

Ashamed to say, the article looked a lot, inside said there are many, but the exact definition of the specific Internet thinking is what, so far did not see understand.

The fact that I didn't see it meant a lot to me, just recently pondering a project involving internet finance, because I have my own understanding of "internet thinking", as far as I am concerned, whether a business plan has internet thinking, is defined as:

A relatively low marginal cost

Second, catch

Third, relatively minimalist standard programmed self-service information experience

I think, I dare not say that all the people who have worked on the internet, but at least most of the internet industry involved in the project concept or product concept work, in fact, have the Internet thinking consciousness. It's just that not many people have defined their underlying thinking clearly, or have their own annotations to the internet thinking.

But what I want to say is that most of the understanding in the market now is not internet thinking.

First, "Internet marketing" does not mean "internet thinking".

I think that internet thinking is on the internet marketing, internet marketing means is only a tactic, and internet thinking belongs to the strategy, is earlier directly rooted in the project business model is inseparable. Social marketing belongs to the outside branch, any industry can use, as a tactic is only icing on the cake, do not affect the business model at all. And the real idea of Internet thinking business model, the Internet thinking once stripped, the pattern of total disintegration.

If you want to give an example, then the balance treasure and the traditional fund products officially built by the electric business channel is the most image example.

Second, the characteristics of the Internet does not belong to the character of the characteristics of the behavior, not the Internet thinking, such as the current so-called extreme, user first, fans and other concepts.

A long time ago with a company to communicate, I have said that the follow-up of millet hardware products, if not set the lock, then its hardware products paved road contains risks, perhaps one day by a person overnight brush change system for others to do wedding clothes. "How can anyone be willing to change the system?" said the other repeatedly.

But the ultimate is the relative concept of what is the ultimate? What is the ultimate standard? People who often mention "extreme" do not necessarily give an answer.

In the 2005, I think Nokia is the ultimate in mobile phones! Later, when the iphone came out, it proved to be the ultimate! But I think when I think the iphone is the ultimate, there will soon be something new to hit my face. If the ultimate is a product beyond the user's expectations of behavior, then this pursuit exists in any enterprise, and internet thinking has nothing to do. It is more like industrial development and historical revolution, and often appears in the interests of the third party outside.

Similarly, "user first" is the internet thinking? Apart from the Internet enterprises, other trades and industries have not previously "user first" concept? I think the street selling shop all understand the "customer is God" truth. Perhaps some people say "user first" concept everyone knows, but the traditional enterprise does not achieve true user first. It is true that not all traditional enterprises have done a "user first", but the first to do a "user first" is precisely the traditional industries, such as some excellent five-star hotel.

Finally, "fans" say it seems to me even more outrageous. Regardless of whether the enterprise "fan economy" is set up, someone put "fan" marketing concept into the internet thinking very much to their own gold, Big Brother, this is the entertainment circle of things good or bad ...

"Fan" itself is the Internet enterprises in turn to learn from the entertainment circle thinking, I have always believed that the business and products do not have "real fans", fans are a kind of emotional support behavior, even with blindness. The business enterprise and the product user is the rational fundamental commercial logic, when appears the better substitution when the user will not hesitate to jump.

Of course, I also believe that businesses and products through continuous brand personality to the life of the mold, can also be based on the user to give the emotional connection, but this belongs to the traditional advertising category, the best to do is also Artie Nike, and not 35 years. But as far as I know, most of the so-called fans of Internet companies are simply loyal users, or internal employees and the Navy. And the entertainment circle even if the stick idol punch it a big mouth, but still crazy rush in the first line of battle, for the idol and people to spray this "true fans" has insurmountable gap.

Conversely, it seems to me that the real internet mindset has to reach three standards:

A relatively low marginal cost

This is typically based on the characteristics of the Internet business model. The relatively low marginal cost is the first characteristic thought which penetrates into the traditional industry from the Internet, the biggest embodiment is many years ago on the clear "light mode", really those in the apparel, electronics, commerce, finance and other traditional industries with Internet thinking subversive enterprises, its first performance lies in product and customer development, It is relative to the traditional very low marginal cost, and the accompanying target customer group coverage and reception capacity of the expansion dividend.

Ii. catch

The vertical extension of the commercial chain, divided into "front-end rely on meager profit or loss to provide products, the development of user enclosure"-"the backend in the establishment of user barriers or foundation, and then seek to build a real profit behavior", catch is the internet features into the traditional industry's second typical.

The internet will be a huge allocation of the original services of some traditional industries, into its free basic services, such as audio-visual, books and so on. Even many of the early days of the Internet enterprises are often ultimately the more internet-minded peers to life. For example, antivirus software, the early ebay on Taobao, the game when the long fee model change for the prop charging mode. Of course, Millet also belongs to the typical catch example.

Most traditional enterprises based on product value, business model tricks simple, chain layer is also short, product line landscape. For example, traditional home appliances, air-conditioning sold to consumers in the hands of the end of the chain, to seek new profit point is to develop a horizontal fan, television.

And the typical Internet thinking, front-end products are only the cultivation of user base, to the user value as a fundamental. The vertical depth development of the commercial chain has the user value. From this point of view, the iphone and Samsung are not a level of business model, in essence Samsung is the old tradition, does not belong to the Internet thinking business model enterprises.

Three, relatively minimalist standard programmed self-service information experience

I think the most important, but also the traditional enterprise and the Internet thinking the biggest difference lies. The most characteristic of traditional enterprises is that information flow is asymmetric, even some business models rely on the asymmetry of flow. The biggest change that the internet brings is that all information is based on the logic of relevance, and the standard is streamlined, finally through programmatic initiative to provide, so that users can self-service experience.

From the network payment to the network platform than this, including vertical electric, classified information, network finance, and even now extended to the legal, government, such as the French fighter, the cat auction.

Another best embodiment lies in the evolution of the carrier of enterprise customer service work. The "sense of participation", which is often mentioned recently, has nothing to do with the "fans" mentioned above, and if some internet companies are hard to replace "users" and "fans" with simple noun substitution as a gimmick, pull down the true meaning of "fans", So the sense of participation is in fact the traditional customer service work in a more internet-like way of thinking of self-service information experience.

The development of communications industry, to bring customer service work from the traditional network to call Pew change, the typical example is 10086. However, this is still the traditional passive provision of information, the Internet to the majority of customer service work to provide self-service possibilities.

With the WEB2.0 more social media form of more internet thinking of customer service work, the "sense of participation" came from. This kind of thinking embodies the best carrier, should be early BBS and many network community platform. I don't know the "vermicelli" of millet, "sense of participation" all kinds of stunt nouns are based on what kind of karma, but I think more qualified to mention the Internet "fans", "the sense of participation," the early mop, Tianya, is that many personal webmaster local station BBS have from the beginning.

All the subversive cases with Internet thinking, all have the above three similarities, and even based on the three-point phase, enjoy the cost, marketing, management with internet characteristics of the rapid development of the way.