For the traditional industry, twenty or thirty Years of wind and frost through, all the way to the evil demon, Paradise is in the front

For the traditional industry, twenty or thirty Years of wind and Frost passed, all the way to kill demons, the world of Bliss in front, how can accept overnight by the Internet youngster changed a new day? However, what measures do you have to deal with the impact of the Internet? How to keep the good tradition of their years of struggle and accumulation, how to avoid being red by the internet thinking? At present, the effective measures that we have taken can be simply summed up as "five resolute one is".

Since the end of 2013 at the CCTV annual Economic figures awards ceremony with Lei played that value 1 billion of the bet, Mingzhu pull the previous year with Ma Yun Bet Wang together to make a film, recently in CCTV began to broadcast intensively. Then issued a PR draft also intentionally or unintentionally stressed the "focus on the product of Gree" and "marketing-oriented millet" between the difference.

Basically at the same time, the new class begins in Ceibs, selling pancakes, Ma Jiajia, etc. a group of young entrepreneurs trying to "subvert traditional industries with internet thinking" staged a TED-style speech, and some joked that the opening ceremony called "China Internet Thinking Congress , referred to as "reciprocal generation".

"Traditional industries embrace the Internet" and "use the Internet to subvert the traditional industry," the two camps, the original is the most gas and sword case, and now seems to have developed into a positive evil is not incompatibility, quite a lot of car people fighting Decepticons, the Shaolin Temple to attack the momentum of the black Wood cliff.

For the traditional industry, twenty or thirty Years of wind and Frost passed, all the way to kill demons, the world of Bliss in front, how can accept overnight by the Internet youngster changed a new day? In particular, a lot of youngsters do not do well in their business--there is no way to see "the pigs in the typhoon can Fly", but they are "the top of the wave", against the trough downward, you said that the profit people said the valuation, you said that the scale of people say that the trend, you say products people say platform, investors, media, the public, employees , a righteous point to your nose asked: What measures do you have to deal with the impact of the Internet? Also, in exchange for anyone, are absolutely not satisfied-it is said that a meeting of Alibaba has a special face flag, which is written four words: Tyranny defy.

The age of the old master, the Internet youngster has hit the door, and you rob the market, Rob users, Rob Talent, get the company up and down, so, the traditional industry of the big guys must be vigilant, strong sniper, remember, I vast the tradition is: on the one hand, Yi Long technology to make Yi, Cannon clock Skinny may as well take to use; On the one hand, the Western learning for the use of the ancestors of the law can not be abolished, and actively prevent the internet thinking of their own team to implement peaceful evolution.

How to keep the good tradition of their years of struggle and accumulation, how to avoid being red by the internet thinking? At present, the effective measures that we have taken can be simply summed up as "five resolute one is".

First, strategically: to make the Internet a tool

Once the internet is positioned as a tool, means that it is used to solve a certain type of specific problems, the application of this tool can be a small change in the original process system small leather, such as channels, customer service, publicity, etc., the impact of local embedding small, difficult, resulting in rejection is controllable. As long as it is grafted on the original branch of the traditional business, it is always flowing on the orthodox blood, the gene will not be inexplicably "turn off", is still the glorious inheritance of Dragon Phoenix. Therefore, the Internet tool will not face the "left and right" problem, because this game is an addition principle: I used to have a set of processes, now plus Internet Tools, and then one plus one is greater than two!

Even Lei himself said, "In fact, when I was doing e-commerce in 1999, I think the Internet is a tool, the Internet and electricity, water, steam machine, is a technological revolution brought about by the promotion of productivity." So, I have a long time to understand the Internet. "Of course, there is another sentence, credence:" After I sold the excellent, and after a few years of thinking summed up, I think that the Internet is not only a tool, if you just as a tool, then your understanding is to stay on the surface. In fact, the Internet is a new idea. It treats the business in a completely different way and sees the market. ”

Second, the dissemination of: resolutely the sanctity of the brand

In the Internet's tool attribute, the primary function of the traditional industry is still the brand communication.

Brand is sacred, Brand is a stylish, the most advanced when "CCTV style"-can also be called wei-light positive temperament. Like a full street interview, "You're happy," "You're patriotic?" CCTV fashion brands must give themselves high standards and strict requirements, preset a great and glorious right position and image, and then use a strong means of communication and huge transmission costs to instill this position to the customer, of course, also preset customer response If he's still out there on the stage, we have to sing and dance.

Wei Guang is the style of brand management must take the central control mode of thinking, all the starting point should be "Control! control!" Must prevent the internet to spread to the brand management deconstruction: Once no longer has the centralized control point, the huge dissemination machine will disperse the yellow son, this is absolutely cannot.

Therefore, we must not allow ourselves to make mistakes-for this reason, to maintain a sense of distance with the user, the design of sophisticated response circuit, set aside enough reaction time, carefully planning a stop to the end of the strategic plan, to reject the personification, adhere to the divine lattice, creating a mysterious and noble image. The brand must represent the advanced productivity, represents the mainstream value, represents the broad masses of cock silk yearn and forever cannot go to the upper realms.

As for Facebook's founder, Zuckerberg said: The opposite of love is not hate, but indifference. It has nothing to do with us: We are so advanced, how can the mortal beings not love us? Well?

Third, the organization: resolutely lead the boss to avoid flat chaos

A big company that calls for a full embrace of internet change is holding a forum with internet thought as its theme. The general manager and employee representatives are waiting in advance near the opening of the Forum, the venue suddenly produced a "positive turmoil", oh, the original CEO led the team filed admission, the front row, seat is tailor-made, beautiful waitress tea to send water, camera camera to capture the whole smile of the boss. When the staff representatives to the speakers asked: "How to use Internet thinking to promote internal change in the organization", CEO smile slightly nod, staff immediately feel "a warm current through the body."

A loud call for a comprehensive transformation of the customer-centric company, held a client Congress, the client representatives in advance half an hour to assemble, when the time comes, the host called the audience to stand up, with a warm applause with a resounding March welcomed the company chairman of the executive team to enter, dedicated red carpet exclusive channel, The light has been focused on the boss who waved.

So, to prevent peaceful evolution, there is no need to move a gun, only the occasional use of these "management micro-language", such as the owner of the public or covert to provide various privileges, deliberately create a physical distance between the boss and staff, using the gas field effect to shape the boss's aura, in various forms of the boss's comments on the quotations, etc. Can ensure that pyramid-like power structures are indestructible, pyramid-tipped people are quickly led, and the idea of a leader becomes the main force driving the movement of the entire organization. Once you become a leader, you are actually the creator of the small universe of the company, and when you mention "our company" and "Our team", the organization that the leader refers to does not include itself. Through UV to the organization, leaders can avoid taking their leadership responsibility to the organization by criticizing subordinates, and can carry out hierarchical control and command of the organization according to the closeness and distance.

In this way, the organization can fundamentally avoid the internet brought about by "flat chaos", what Zuckerberg in a large room office, what millet is only three layers of organizational level, what Tencent allows moderate redundancy and chaos, we have none! Because the "bottom-up" flow of information, once opened, means chaos and change, and only adhere to the "Top-down" flow of information, to control the degree of asymmetry in order to strictly maintain a clear order, in order to achieve the boss in the eyes of the ideal, progressive, controllable, low loss of change.

Liu recently himself in public, "the biggest risk to the company's size, I think from the founder." Jingdong in the strategic by me dictatorship, our strategy can be in place in time, or strategic mistakes can lead to enterprise failure, I think this is the biggest risk. "But, even so, to stick to the dictatorship, this is a vivid" how to cosplay a leader "course.

Iv. action: to conceptualize change

Look, every leader is good at inventing new concepts and manufacturing abbreviations, so every traditional big business inside also filled with outsiders difficult to decipher code and signal. For example, you are not Huawei's "insider", How do You Know "26 office" is what to do?

Ma Teng's front end to talk about the mobile internet point of view, the next day someone summed up as "horse seven"-If you do not mix in this circle, you do not know what the meaning of these three words. See, how effective, gently three words to separate the circle inside and outside.

Especially in the more special period, often the company will appear a large number of new concepts, new ideas and new slogans, the workplace will be dense hanging words rhyme, antithesis neat banners, posters and so on.

For example, many companies are using the concepts of "transition" rather than "change", challenge rather than "crisis" to define what is happening. Because the word "transformation" removed the "change" in a lot of negative, passive, the last resort to information, the transformation means "not play but you, but ye do not play with"! And so on, we propose to use more challenges to replace threats, to replace crises with opportunities, to replace struggles with adjustments, and so on.

From a linguistic standpoint, when people are particularly interested in inventing new concepts and constantly defining the real world with unfamiliar words, there are usually two possibilities. One is the real world has undergone a major change, the previous concepts and terminology is not used, this is in the sudden cultural collision caused confusion in the place is more obvious, one is to rob the right to speak by naming, through the naming of the concept of implantation, of course, they usually do not understand the original concept.

As Orwell described in "The new words" in "1984", through the new vocabulary, the new combination of grammar, to simplify the diverse external world, to play a role in the impact of ideology and mode of thinking. For example, "Five resolute One is", that is a new word invented in this article, if I have enough power to allow some people can only use this way to talk about the Internet, then, a few days, a group of anti-Internet thinking of a strong warrior will be nurtured. In short, to wash the brain, it is necessary to take the initiative to wash the brain, so that outsiders can not understand their own meaning, so that employees lazy and outside interaction, more manufacturing new concepts, more general summary of new ideas, more hanging new slogans.

The rule: to make the practice of truth

Whether manufacturing, catering or fashion, publishing, the industry itself has undergone a long evolution, and thus formed a huge body and strong tradition. Decades and even hundreds of years, the operation of the industry has accumulated a lot of rules and unspoken rules, especially the part of the unspoken rules, seemingly unspeakable, but it is playing the most delicate and the core of the industry. And for outsiders, can see more is the rule part of the unspoken rules are often lack of understanding, learning costs are very high, so this is like a triad, outside people do not know, inside people will not say.

Therefore, when the Internet youngsters are arrogant attempt to subvert the traditional industry, often in the unspoken rules fall, drubbing and return. For example, to subvert the food is often in the labor cost of folding, to subvert the products are often in product technology, to subvert the financial often in the regulatory policy on the fold and so on. So, "This is the unspoken rules of our industry" has become the face of the internet provocation when the firewall and moat.

Therefore, to resolutely put the practice of truth, the practice is not to be questioned, can not be reconstructed, can not be rewritten, to know that the Internet is a tool for the practice of service.

They're marketing.

Finally, to intercept the internet thinking of a universal must kill sentence: they are marketing well done. Millet？ They are marketing well done. The Beef brisket? They are marketing well done. Rom thinking? They are marketing well done. You see that? Omnipotent.

From the reality of the world at present, as long as the "five resolute one is" the ideological banner, this set of highly operable and landing behavior to carry out the end, we can put the impact of Internet thinking within a reasonable range, the Division of Technology, prevention of risk for my use.

Some time ago, I was worried about the friend said: "I am afraid to have to go to the hospital to check the hearing, I think my hearing must be a problem-because I found that every person in my car, the first move is to reach down the radio volume." But for me, it's just the normal volume that I can hear! Friends blame sympathy look at me, and then tell me a psychology-related fact: people suddenly into unfamiliar environment, will subconsciously start "self-protection" mode, the environment of the more unfamiliar elements, the higher the level of this pattern. The excessive self-protection is mainly embodied in two kinds of reactions: either enlarge the subjective ego, activate the antagonism factor, enter the "battle" mode, or selectively shield the objective external environment, keep away from the unfamiliar elements, and enter the "wait-and-see" mode.