Good books read Internet thinking

Internet thinking, one of the most popular words in the business world recently, like a coveted martial arts cheats, people think that can be converted into magic, whether it is millet, Huang Taigi oil, or selling pancakes, all said that they are using the Internet thinking entrepreneurial and so great success, but what is the Internet thinking? What's the use of it?

Some people think that the Internet thinking is the user psychology and behavior-oriented, on the Internet to see customer evaluation, praise rate of a lot of good, brand into the market, the attention is considered good, the mode of public praise intensified. Of course, each industry, everyone on the internet thinking will have a different understanding, once the industry development and business integration of this thinking, its impact on the industry may be subversive, enterprises may become the industry leader.

According to the network of "internet thinking" launched by the brainstorming, netizens think that internet thinking should be a more pluralistic concept, involving different aspects, different people use this concept may have different focus.

The real internet thinking should include the following elements: 1, convenient; 2, free; 3, user experience 4, data thinking; 5, open; 6, share 7, Innovate drive.

Based on the above conclusion, to quickly improve the internet thinking, have to read the following 10 good books, which will help you become the Internet age leader.

1, "Large data Age"

Big data is the source of new awareness, the creation of new values, large data or ways to change markets, organizations, and relationships between governments and citizens. Victor believes that the core of big data is forecasting. This core represents three changes in our analysis of information. The first is that, in the big data age, we can analyze more data and sometimes even deal with all the data associated with a particular phenomenon, instead of relying on random sampling. The second change is that there are so many research data that we are no longer keen to pursue precision. The third shift was prompted by the first two shifts, namely, that we are no longer keen on finding causation.

2, "Free"

A business model that can either govern the future market or crush the current market is not an impossibility in our modern economic society. "Free" is such a business model, it represents the digital network era of the commercial future. In "Free", Anderson that the new "free" is not a kind of marketing gimmick for left pocket and right pocket, but a new kind of excellence that lowers the cost of goods and services to zero. "Free" was a powerful marketing tool in 20th century, and in 21st century it became a new economic model.

3, "Internet Business Regulation 11"

The most important question for businesses around the world in the 21st century is: how will we respond to the Internet? The Ais Riss and Laura Riss are the most qualified to answer this question in America. As the world's most well-known marketing strategist, the two authors with a unique perspective and perspective, so that the creation of Internet brands, the most challenging issue in the marketing world is suddenly clear and simple.

After reading this book, you will know: the Internet can not be dual-position, only as a business, or only as a brand of media; interactivity is the most important element of the site; using a generic name as an internet brand is suicide; doing the second brand in the category has no way out on the Internet.

4. Platform Strategy

The essence of the platform business model is to build a perfect "ecological circle" with strong growth potential. It has unique precision norms and mechanism system, can effectively motivate the interaction between the various groups, to achieve the vision of the Platform enterprise. Throughout many of the world's redefined industrial structures, we often find the key to their success-building a good "platform ecosystem" that connects more than two groups, bending and breaking the existing industrial chain.

Once a group in the platform ecosystem grows as demand increases, so does the demand for the other group. As a result, a virtuous circle mechanism is established, and the parties that communicate through this platform will also promote unlimited growth. and through the platform model to achieve strategic objectives, including the expansion of the scale and the improvement of the ecological circle, and even against the competitors, is dismantling the industry status quo, reshaping the market pattern.

5, "O2O: The Business Revolution in the mobile internet age"

2012 is the year of O2O, whether it is a mature traditional enterprises, the full swing of E-commerce enterprises, as well as telecommunications, banking, entertainment and other enterprises related to the people's livelihood, are exploring and practicing O2O model, because the O2O bred a very innovative business model. The O2O: The commercial revolution in the age of mobile Internet is the first O2O work in China, which not only describes the concept of O2O, its application in various industries, but also expounds and interprets how various industries can realize the transformation and upgrade of business model through O2O. It not only analyses the great role of O2O in the three aspects of marketing, payment and consumption experience, but also empirically sums up O2O's product design, O2O organization's construction and organization culture, O2O's operation.

6, "Big Data marketing: Positioning customers"

Today, all of our actions are generating data and are huge in number. Every time you surf the web, search, or use a smartphone, you will almost always add billions of bytes of data, and the increase is still growing. Such a large amount of data can help us better understand and predict customer behavior.

The big good news is that we no longer need to be proficient in math or statistics or even rely on expensive modeling software to analyze customers. There is a revolution in the field of data analysis. As if overnight, the methods and tools for digging up these "big data" became extraordinarily simple and prices were no longer high.

7, "micro-credit marketing and operations"

This is a deep introduction to micro-credit marketing book, but also a system to explain the micro-letter public account operation of the book, it is based on the latest version of the micro-letter, from the strategy, methods, skills and practices in many ways to analyze the micro-letter marketing and operation, all the content is the crystallization of industry experience, in order to use micro-letter enterprises to provide valuable reference.

8, "Learn to ask questions"

In an era of flooded information, every moment will encounter various problems, big to the world economic development trend, small to personal life decision-making. In the face of other people peddling the idea that they are keen to make you believe that this is a "fact", you clearly feel that there is something wrong, but it is difficult to find a breakthrough to refute, you are not thinking of the whole of lazy to receive information? or to put forward the key issues, so that the controversy of the opinions of the debate, let the pious liar the true colours?

In the face of the position and you completely disagree with the views, you are only willing to listen to the values and their own similar views, the party and cut different? or can control emotional impulses, make rational judgments?

9, "Big Data change: Let customer data Drive profit Run"

Can a credit card company really predict in advance whether a couple with a problem will divorce? Of course! All the information the company needs is readily available, and the days of marketers ' intuition are gone, and data analysis makes predicting customer behavior very simple. As companies around the world struggle to confront customer costs in the long term, as the pioneers of data analysis such as Google, Amazon and Wal-Mart show, the companies that make smart conversions to their data will succeed.

10, "social dividend"

Social dividends (users, traffic, and revenue) are eye-catching and seductive in social networks such as micro-letters, microblogs, and QQ space. But bonuses are also very stingy, and there are only a handful of websites and apps that have the ability to get social dividends. This phenomenon is puzzling.

An open platform is the best observation point for observing social networks. 2010, the author transferred into the Tencent Micro-Bo open platform for work, every day to see a huge amount of data vertical and horizontal exchanges. If we arrange these data and excellent case one by one, we will find that it can be summed up to 3 basic origin: "Information" "Relationship chain", "flow". Micro-mail, micro-blog, QQ space is no exception, other social networks are also included.

Peer-to-peer stuff: 5 minutes to read the nature of Chinese Internet finance

To give you a second to understand the nature of internet finance

The original should be a fine spring, calm and peaceful, with the internet finance wave after wave of surging, doomed to change is not calm. Peer-to-peer, the Internet financial market, a subdivision of the field, in this spring, especially hot. Especially after the Spring Festival, if a Peer-to-peer platform month transaction does not reach 2.3 billion, is not a peer-to-peer person. According to current trends, even if the conservative estimate, this year can do 305 billion yuan this level of Peer-to-peer platform 15 are not alone, in the Peer-to-peer field, there is a high level of the official platform, but also from the Internet field to kill the upstart, there are hidden work and name, not professional players completely unaware, But the turnover can scare you to death the Shaolin monk-style platform, but also let this field full of mysterious temptation.

Peer-to-peer this business, why in China all of a sudden become so hot, what is the business in the end, what kind of risk, what kind of benefits, will have a financial situation in China what kind of impact? Today, we are going to make a table with you.

China's peer-to-peer development to this day, already and peer-to-peer originator of the United States play, is not a concept, from the size of the transaction, almost 50 times times more than the United States, the industry's evolutionary degree, but also in fact, more advanced than the United States, the boast that peer-to-peer this thing China has played to the world's leading level, Do not blush at all.

Before we talk about Peer-to-peer, we first have to recognize one thing: peer-to-peer, no matter what kind of fancy vest, it is only a part of China's private credit, or the reality of China's private finance, the Internet, it has not brought new problems, but the traditional folk finance amplification, the benefits are magnified, The downside is magnified. So, to really understand the peer-to-peer, first we have to understand the reality of China's private finance.

Chinese folk finance (or commonly known as usury), has been two of the main players, a small loan company, another called the guarantee company.

Let's talk about a small loan company. The small loan company is a very Chinese-style financial institution (there is no such thing as a small loan company in America), it is a lending institution that has been limited to the financing function. According to China's regulations on financial regulation, small loans companies are strictly restricted the function of direct financing, can not absorb deposits, not to issue stocks, cannot issue bonds, can obtain a little bank loans (not more than 50% of registered capital), basically can only use their own funds to lend.

However, as a financial institution, so that it does not finance, only with its own funds, from the business logic is impossible, for a long time, the small loan company has been using a variety of ways to break through this limit, the previous most popular approach is the underground capital chain.

Each small loan company's periphery, is active this group of people, we call "the money broker" or "the fund two-way", they rely on personal relations, the left hand to borrow money, right hand add a two points, put to the small loan company, (if there are friends in Zhejiang, Fujian, Guangdong, I think each of you may know a few such buddies), Over time, many people find that the money is particularly good, left hand in, right hand out, nothing to do, but also earn a lot, they do this, so, this circle of people have a home, under the next home, under the next home, 09 to 11 The craziest time, a sum of money, It takes more than 10 two-way to reach the end of the section.

The excessive development of this capital chain brings a lot of problems. The first is the cost of capital abnormally high, more than 10 two-way, a person peel a layer of skin, the highest when the cost of light channel is almost 10%.

The second is a long fund chain, the risk is particularly high, one aspect of the problem, the entire capital chain hung off, the most typical is 11 years 12 years of Wenzhou and Ordos, in fact, the poor rate of private lending is not so scary, but also on the appearance of 15%, but is the capital chain, a point of the enterprise, more than 10 level two-way, Dozens of two-level two-way, hundreds of three-level two-way all problems, and all is debts, no solution, it collapsed.

The third is the capital chain once the problem, the government is easy to buckle up on the illegal financing of the hat, the economic disputes to rise to the height of the criminal, so, these years, the small loan company bosses actually very headache this problem.

Later, Peer-to-peer this thing appeared, small loan company bosses suddenly found, peer-to-peer this model is to solve the problem of capital chain of a baby AH: Before, I was to change money to lend, profit margins, today I can switch to a model, I do not lend, I "recommend" debt to the Peer-to-peer platform, and then charge a high "intermediary fee" , and then take on the security responsibility, although in essence, this thing is a peer-to-peer platform to do two-way, but with this model, first, the small loan company in the entire transaction legal, will not worry about the "illegal financing" of the hat, second, Peer-to-peer platform this two-way, at least the cost of capital than other two-way low, And the link is short, only together, the risk is more controllable. As a result, it formed a peer-to-peer in the first faction, small lenders.

Next, the more senior faction in the Peer-to-peer, the guarantee faction also appeared.

The guarantee company, the financial institution's original role is to help the banks spread risk, the bank that it thought some of the risk of loans to the guarantee company underwriting, while giving a certain guarantee fee, this is a normal thing, but in China a bit out of shape.

Because in the Chinese financial system, banks are absolutely strong, therefore, the bank to the guarantee company's premium is very low, is generally 1.5%-2% of the guarantee amount, on the other hand, China's guarantee company's supervision is very strict, according to the regulation of the Financial Bureau, each guarantee business, you have to put the premium of the 50%+ guarantee amount of 1% deposited into a regulatory security deposit account, can not move, the premium of the 50%+ guarantee amount of 1% total is exactly the amount of 2%, that is, guarantee company serious carry out the guarantee business, a penny loose not see, froing Guarantee Company even survive, also help the bank carried a pile of risk.

Over time, the owners of the guarantee company will not do, the heart said that I am doing for a long time is for the bank to take the blame, but also earn money. So, naturally, the guarantee company will go to do some things that can make money, this is to lend, guarantee company lending is a natural advantage, every day in contact with the bank loans customers, their own wind control ability and very strong, sneaking their own loans, this money to earn not too comfortable ah.

But there are two big problems with this thing, first, the guarantee company lending is strictly prohibited by law, is an illegal business, second, lending need money, the guarantee company must pass some gray means to obtain funds, this includes the previous said underground capital chain, and another is to withhold loans ( For example, the guarantee company to a customer guarantee to get 50 million loans, it allows customers to take away 40 million, their own 10 million to stay in usury), are very risky play.

and peer-to-peer appearance, all of a sudden, it's the two problems have been solved, I do not lend, I "recommend" debt to Peer-to-peer platform, and then charge a high intermediary fees and guarantee fees, in essence, is the Peer-to-peer platform wholesale funds to guarantee companies, lending by the guarantee company.

Understanding the relationship between the two private financial players and the peer-to-peer, it is not difficult to understand why in China, Peer-to-peer will appear so Shing pattern.

From the commercial logic, the advent of Peer-to-peer, is actually the evolution of China's private finance, first, the transaction structure is legitimate, and secondly, we really do their own good things, small loans companies, expertise is put out, collected back, regardless of how high interest rate, the guarantee company, is simply to assume the responsibility of the security. The only problem here is regulation, because through peer-to-peer, it actually breaks through the policy design that small lenders cannot finance and guarantee companies cannot lend. So that's why small lenders, guarantee companies and Peer-to-peer platforms have been very low-key in this matter, unwilling to come out and explain why.

But with the quickening pace of financial market liberalization and a clear trend towards peer-to-peer policy, I believe that Peer-to-peer will have a faster and more professional evolution.

Another talk about the future, along with the rapid development of peer-to-peer, banks and Peer-to-peer will also have a war, today, the balance treasure is in copy bank deposit of the posterior, peer-to-peer slightly more than a few days, to grow some, will copy bank loan of the posterior, the bank this Charybdis, there will be a bloody battle, as to what time, I estimate, It's about winter.