"Flow" in marketing (on)

A few days ago to see the NBA Finals, the media called the King of the Battle of the fifth inning, suddenly curious why called "King Mountain"? A check, the original is a go term, refers to the order or plate, the trend of the most influential one, from Japan, "the war".

There are many interesting phenomena in Japanese culture, such as the K in the stock market, from Japan's rice market: open, close each record a price, forming a column chart; Connect the column chart, and then put the money to buy rice every day, there is a trend line and turnover, based on the analysis trend of volume and price relationship, is technical analysis.

Often see K will have a kind of "illusion": the company is no longer a entity, and become a different "flow", this may be true, KK in the "out of Control" wrote: "In the network logic, there are nouns to the verb transfer." Today, economists believe that the best results can be achieved only when products are served. It doesn't matter what you sell to the customer, it's what you do for the customer. It doesn't matter what this thing is, it's about what it's related to. Processes are more important than resources. Act with the best say. "That's when you look at the company as a process," he said.

Different companies are different "flow", today the scientific and technological sectors of a wide range of companies, individuals think that can be divided into three main "flow": technology flow, product flow and marketing flow. Who is the originator of the technology stream? Microsoft is, Windows is constantly upgraded in the "stream", but the basin has become smaller; in fact, before Microsoft, Xerox is, and both gates and jobs from Xerox "stolen" things-graphic interface, the former to the technology flow to the peak, the latter will be the product and marketing flow to the extreme;

Microsoft then met with the same brother Google flank, fell to the altar, the river lake from this spread of Google technology flow, and jobs product marketing flow of the big showdown; what about Samsung? I understand that Samsung is still a product flow company, he has technology, but subversive is not strong enough, but also big marketing, but you found no, all ads, S3, Note2 to S4, only emphasize products, he has no values, no "extraordinary" such things. To get through the product, marketing, the two-pulse, only a few decades of jobs, so when he encountered the peak of technology flow Google, who also who can not, until the master fell, is also the outcome.

What is the practical significance of dividing "flow"? It is important that your career choices, like the ancient cast-door faction, should first look at the genre of a company.

I'm telling you not to go to tech. Technology is the most difficult gene to change; the CEO of a technology company is a group of scientists and inventors, many of whom are new to the workplace who mistakenly think they can change a company's genes and succeed.

What is a technology flow company? We analyze its representative Google from three levels, "Google's Logic and future," said: "Google from the tactical, is an advertising company, search is nothing more than a means; strategically it's a technology company, whether it's search, Google glass or driverless cars, technology is driven; on the vision level, He is the information company, Google's mission is "integration of global information, so that everyone benefits," he does not believe that the need for intelligent intermediary between people, so in the acceleration of the technology, including itself subversion.

Some time ago there is a "never-ending: Google Biography", the author from the traditional media, to Google to do marketing, he wants to educate Google, the result is thoroughly brainwashed.

This is the story of the standard technology flow company, which is constantly unfolding.

Another example around, to verify the "flow" of the choice; originally together in the video industry for many years a colleague, last year suddenly went to a private enterprise called Green Orange Mobile phone, I said waiting for the IPO is not? He says the video is becoming more and more convergent and harder to do.

Indeed, in addition to the player, the video site almost no Second product, can not be said to rely on technology-driven. If there is no technology flow in an industry and there is no product or marketing flow, who will eventually win? The answer is: Money will win. From the cool six to the love of Qi Yi, from Sohu to Tencent video, not a rich "dad", it is difficult to live; When you lose your uniqueness, only money is left to build differentiation.

The former colleague went to the new company, seemed to find the feeling immediately, every day to do very gung-man; why do I analyze or from not belong to the three "mainstream" industry, back to his good marketing flow.

We say technology flow, product flow, marketing flow, these are not isolated, such as 360 is marketing flow company, but does not mean that technology, products can be poor, no! Good products are getting started bricks, on this basis, just see which one you do to achieve the ultimate; 360 do not look like a mobile phone, the attitude of the test water reflects the lack of technology accumulation; At home, there are apple Samsung hit the bottom, millet in front, no two brushes really can't do mobile phones. What's the green Orange? Later asked about their CEO in Motorola before, it is said that several best-selling products by his build, the company's technology accumulation is more perfect.

Later I asked, Millet also do, who also do, you have what the core point? He said C2b, I asked what is C2B? He said it is "customized", according to the user's personalized "offer" to produce mobile phones, from user-C, to manufacturer-B, is customized. So I generally think that they are a marketing flow of the company, because although C2B is a new word, is a gimmick, but customization is not a new thing, it is the marketing flow inside a very significant "tributary."

This goes to the second discussion topic, what is the logic of the marketing flow company?

From customization down, custom mode of the king, is the former Dell, Dell has made a third change in the PC market, they rely on modular production, assembled according to customer requirements, and then direct delivery of the way the rapid occupation of the developed markets, and then rise to the industry boss.

Dell's custom and direct-sales model is tied to the front-wave network boom, where they deal directly with the user, which keeps the company sensitive to the market. The development of the courier industry has also increased the delivery speed of Dell, while reducing the cost and enhance the price competitiveness. From 2001 to 2004, Dell's annual sales jumped from 25 billion dollars to 40 billion, singing all the way up to winning the throne.

Price and simple differentiation are key to Dell's success.

Back to the mobile topic, I went to the website of the blue Orange mobile phone experience, found a very high degree of similarity to Dell's Custom mode: Like a computer, users can choose the appearance of the desired phone, CPU core, memory, screen size, camera pixels, etc., based on your favorite or "game control", you can freely match, or the two-dimensional code, Like the picture put up, to achieve personalization, they have "let users create their own" value proposition.

With a little deliberation, choosing such a strategy might be based on: 1, smartphone and PC similarity is more and more high, especially after a successful "Dell Teacher"; 2, the rise of electricity and millet mobile phone appeared, fully educated users, cultivate the market; 3, the uproar of 5 Yuan Express and Ma Yun ambitious rookie network, Delivery Express industry to accelerate the integration of the signal, and better delivery service experience. Many of these favorable conditions have appeared on Dell's path to the top.

This is the difference between technology flow and marketing flow company, the main context of the former is "to create new things", the latter is "to seek a good model."

In the foreseeable future, customization patterns are likely to become a very prosperous part of the marketing stream. The marketing stream has gone out of two very strong "tributaries", what are they? Which marketing stream can you use for your business?

This is the main content of the next article, we'll talk about it tomorrow.

This article from the micro-letter public account-Yu See, micro-letter search number input Yujianyingxiao (foresee marketing full spell) subscription, reproduced do not delete this paragraph.