Deciphering millet, thinking about Internet transformation

At the time of the Internet, lei and his millet can definitely be said to be "party Queen", and Lei that "standing in the tuyere, pigs can fly up" do not know how many aspiring to the internet cause of young people to join the entrepreneurial tide. and millet in the end is how to have the influence? I'm afraid just a "fan economy" is not enough to sum up all the millet, now in the public media, the analysis of millet has a lot of articles, but today we have received an enthusiastic reader of an article analysis of millet, There are some interesting points in this article to share with you.

　　in the near future, The author was fortunate enough to attend a "decipher millet" training, and this training is about the internet thinking of a systematic carding and analysis, and this training is also a breakthrough set thinking (thought out of the box) opportunities, Through this training to inspire the author of traditional industries How to realize the transformation of the Internet thinking.

1. "Destruction of the Three views": the advantages of traditional industries is also its disadvantage

Traditional business values in internet companies may no longer apply and are more likely to run counter. The advantages of the era of "industrial economy" define the disadvantage of the era of "internet economy", that is, the commercial norms of the industrial economy era will become the shackles of the success of enterprises in the Internet era, and the successful experience of entrepreneurs in the traditional business world will become a stumbling block to progress and innovation in the Internet

Therefore, the traditional enterprise to realize the Internet transformation, it is necessary to "destroy the traditional business of the three views", forget the traditional business philosophy and practice, the past experience "Qing 0" (that is, Lei's "empty cup" mentality), learning and embracing the internet era of business values.

Although the business model and rules of the internet age have not yet been stereotyped, there is uncertainty, but it is certain that this is a completely different business world, and that the different business world needs different business thinking.

2. "We do not mobile phones": The starting point and essence of millet Internet thinking

Millet was set up to use the Internet to subvert the traditional industry model, the interpretation of millet more and more (various "tactic", various "points"), but also more and more "mysterious." But in essence, the essence of the millet Internet thinking and the starting point is to subvert the mobile phone, no longer to do the thinking of mobile phones, just as Apple Subversion mobile phone industry, Tesla Subversion car industry.

In a speech by Chuan, the founder of Millet, he repeatedly mentioned that millet from the beginning does not think that they are doing mobile phones, but in doing mobile computers, the traditional mobile phone communication function is only one of the many functions of millet mobile phone, so from product design, sales, marketing to the profit model is completely different from the traditional handset manufacturers.

Millet do smart TV is also so, millet think they do is not TV, but in doing computer, TV function in the millet TV is just one of the functional modules, other modules also include application market, social, shopping and so on.

3. Product Manager thinking: The core approach to practice Internet thinking

Now there is a lot of discussion on internet thinking, but more focused on the ideological level, on the practical level (how the Internet ideas Landing)-product manager thinking, has not yet aroused enough attention.

Product Manager thinking, is how to accurately identify the user's core needs ("Pain point"), quickly make products that best meet your pain point needs ("the simplest and most elegant solution"/"Focus and fast") and give users a hyper-expected experience ("Scream"/"Extreme and Word-of-mouth").

Product manager, not a job, but the company's navigation system and engine system, is the birthplace of products and the driving force of iterative innovation.

The main difference between the traditional enterprise and the Internet enterprise in the practical level is reflected in the product manager's thinking. Traditional enterprises, decision-making top-down, product managers are passive executive role, the product reflects the company's will, the product to meet the needs of the company's top. From this, there are products, after the market, users can only passively choose to buy or not buy. The product manager plays the role of "sandwich layer" with pressure at both ends.

In contrast to internet companies, management is more flat and the role of product managers is more active: directly facing and service users, first with the user interaction, after making product decisions, product response is the real user needs, is the first market after the product, but also in accordance with user participation and feedback derived more products and greater market.

4. Wool out of the "pig" body: Internet thinking of the profit model

Internet thinking, the enterprise's profit source is not limited to the product itself, more likely from the main product supporting products or services, or derivative of new products or services. What's more, the main products do not make money or even lose money, the main source of profit from ancillary products or services.

Millet as an example, its hardware almost no money, profit mainly by accessories and software. Millet mobile phone prices can only cover costs, some promotional models or even a loss, but mobile phone accessories (such as film, mobile Power) and paid software is very surprising (allegedly, the Millet pay software department per capita profit of 15 million yuan last year). The same is true of the millet TV, TV and matching high-quality audio equipment, the price is only 4999 yuan, the hardware itself does not generate profits, profits are from the TV's paid content and services.

This model, dubbed "soft" food, is a low price for the hardware as bait, quickly attract a large number of users, on the basis of mass users, by mining pain point demand to provide value-added services to profitability, and to the ultimate user experience to ensure user loyalty.

The traditional enterprise pursues the product profit margin, the profit is almost limited to the product itself, wants to realize the transformation, needs to find oneself out the wool "the pig".

5. Not with "hard to make friends": Internet thinking Marketing strategy

Under the Internet thinking Marketing, is the fan marketing, is based on the new media (microblogging, micro-trust, forum) socialization/social marketing. The enterprise first locates the target user of the product ("group"/"Fan"), create cultural identity for target user characteristics (e.g. Millet's "for Fever"), and then cooperate with the product's launch rhythm in the new media marketing (such as Millet's "150 grams of youth").

In the marketing content, "soft" content and event marketing mainly (such as theme stories, hot topics), or even the entire article is not a word, but "curve salvation"-let brand image, culture or related things, people or things leave an impression, or to arouse emotional resonance. Marketing channels, bypassing traditional media (television, radio, newspapers), choose more targeted and time-sensitive social media. Marketing Way, an anti-traditional media "Wei Hu Zheng (great, Glorious, positive)" rigid mode, the pursuit of "speaking, not end, unofficial" (natural, sincere, humorous, witty, selling Meng), and sometimes deliberately left "flaws", manufacturing topics, and will be the situation, to resolve the crisis (such as the Beijing-East "tomato event", Alibaba's "underwear event").

Social marketing is easier to approach the audience, users have a sense of participation and identity, often access to viral transmission (the formation of "burst point"), regardless of cost or effect, are far superior to the traditional marketing methods.

6. Millet "Do not want to say the secret": About KPI, management, marketing

Through this training, also found that the media reports or millet self propaganda some of the content and the actual situation, mainly about KPI, management and marketing. On these three aspects, see the media reports, has always thought that Millet is "0 PKI, no management, 0 marketing", millet also often to this self-styled, but observed the actual situation is:

About the KPI, Millet Customer service department head in the scene to share said that Millet does not have a formal KPI, but the company still has a variety of evaluation indicators, and this assessment of the staff to bring the pressure is no less than the KPI (its words are "no KPIs KPI more terrible"). When we visit millet, we also found that the office area have check-in card machine, each customer service group has a large screen display indicators and the completion of progress. Therefore, millet no KPI, does not mean that there is no assessment, is a disguised KPI.

On the management, millet is not completely no level, but the traditional enterprises to reduce the multi-level to "in charge of high--department heads-grass-roots staff" three levels, day-to-day management is also in accordance with the level of Top-down management (not self-management). Therefore, the management of millet is not "no management", but more flat management.

About marketing, the media claims that millet "0 marketing", millet self propaganda "product is the best marketing", but through the Golden Knife training content and with the staff representatives of millet exchange, found that the opposite-millet is precisely the "heavy marketing", but these marketing mainly rely on new media only. From the actual situation, the media exposure rate of millet, not through marketing can be achieved. From the staff input, Millet marketing team close to 50 people (including Sina Weibo 27 people, micro-letter 10 people, QQ6 people, Planning 4), which does not include outsourcing consultants, planning and service team. Therefore, millet marketing, should be "light traditional media marketing, re-media marketing."

The reason, on the one hand is the media misreading (or excessive interpretation), on the other hand may be millet in order to "marketing" corporate image intentionally.

It is undeniable that millet is indeed a model of the domestic practice of Internet thinking, but can not be too much to read and even deified the various "mode" of millet. The internet economy is still on the road, model is worth learning, but it is premature to conclude.