How should traditional enterprise transform to Internet enterprise?

In this highly developed mobile internet era, how should traditional enterprises transition to Internet enterprises?

Traditional companies must be very attractive to their core users all the time, and as much as possible to improve their core user activity and the conversion rate of ordinary fans into core fans. Can even further, like Millet, will be a huge amount of users to make their own fans. This requires the enterprise to let their users get the ultimate experience. In this respect, traditional enterprises must learn from the experience of Internet enterprises.

For example, to bring users the value of hard to resist. This value may come from a very intimate professional service to the user.

For example, around 2008, the Cradle Network launched a new scientific parenting system for infant and young child capacity growth and individualized guidance, as well as a training service for a gifted mother course. Through the more than 1 million-person test, the cradle net obtains a large amount of user information, covering almost any aspect of these infants. This information is good for the cradle network to attract more advertisers, because it can make the cradle network advertisers more accurate, and targeted in the cradle network to put ads. And the "Gifted Mother training Course" through the interaction, in the course of parenting training for mothers, some of the advertising customer's product characteristics and knowledge skillfully into the.

For example, the "King" in the beginning of the establishment of the electrical business began to pay attention to the mother group. They found an "extreme" demand that they would feel uncomfortable if they found out that the other person was a male courier when they received the goods for their children. Therefore, "King" on the arrangement of childcare experience, and know maternal and child health training experience of female courier delivery. The reason this makes moms feel more comfortable is that female delivery workers can provide some helpful services to customers in the process of delivering goods.

Ruili Women's network as an example, it will Ruili magazine as a support, and according to the Ruili brand unique practical fashion DNA characteristics, the forum, blog and friends and questions and other interactive media technology integration, specifically for the 23 to 35 years of age between women to provide a lifestyle service.

Now it has an average of more than 870,000 daily coverage, and a staggering 6.55 million of the average page views per day. Ruili traffic Although not as old as the old portal Sina, Sohu and NetEase and Tencent, but in the female media channel advertising on the launch, has far surpassed Sina, Sohu and NetEase, after Tencent. This is enough to show that specialized information and knowledge services are bound to create additional value for such platforms.

In fact, the fans are a group of more special users, they put the attention of the behavior, not just want to know, most likely is the potential buyers, even the most loyal buyers. They are willing to pay for their favorite products, which is the biggest difference between fans and general supporters. To become a fan of the most basic element is the transitional, far more than ordinary people's input and infatuation can be called fans, they are hidden behind the emotions and money and other aspects of investment.

There was a time when the metaphor for "the Power of fans" was very high on the Internet:

There are 100 fans, you are the campus reading;

There are 1000 fans, you are equivalent to a bulletin board;

If you have more than 10,000 fans, you are a fashion magazine;

If more than 100,000, you are a living city newspaper;

If more than 1 million, congratulations, you have been promoted to a national newspaper;

More than 10 million, the equivalent of well-known television stations.

According to the relevant data show:

If a microblog has 100,000 fans, the price of posting a message on it is 300 yuan;

If a message is posted on a microblog with 200,000 fans, the price is 600 yuan;

And so on, 300,000 fans of the microblog posted a message is 900 yuan ...

This is a very impressive number, which can be used to pry out the amazing power of fans.

The Harvard Business Review published an article with a very sharp remark:

Traditional marketing is dead! Traditional marketing methods, including media, public relations and brand management, have lost their original effect. A lot of people in this industry are not aware that their businesses or organizations are already a body without flesh and blood. And based on the influence of fans and fan community-oriented new marketing tools have already appeared, it can through the real user relationship for the enterprise to create a sustained growth.

Although the commentary says "traditional marketing has been silent", it cannot be said to be absolute. But almost all brands are building their own social networks, and many products have their own fans. From this perspective, the views of the Harvard Business Review are very reasonable.

It has been so described as the future of business: the future of business will be a central era.

In such an era, the business as long as a good service, customers will be the initiative to find you. and the ability of the business, it can be a service into a culture to infect consumers. If consumers are "infected", they will actively share and recommend your products to their friends. This is the archetype of the "cultural merchant" of the future business and the source of the fan economy.

The success of the millet handset is the best illustration of the fans ' economy. 2012, Millet Group to the outside world announced that the company's sales reached 12.6 billion yuan. A start-up company that has just been set up less than four years has become a member of the billion-dollar club, which is a miracle in startups. More shocking than 12.6 billion yuan sales is that millet has more than 5 million "rice noodles", it is the number of such a large amount of rice noodles to create a sales miracle millet.

Using the Internet, everyone has the opportunity to have a red, anyone can have their own fans. When the number of fans accumulated to a certain extent, there will be a qualitative change, that is, around the fan interaction can completely build a closed-loop marketing system.

Marketing in the past is completely a systematic project, to achieve effective sales must have advertising, channels, customer service and sales and public relations, such as a series of professional means to collaborate. And now you just need fans, if you have enough fans, then all the work can be achieved through the network platform, the operation process does not even need too many people, a few people are completely enough. The driving force behind this approach is the fan economy.

In the era of fan economy, if a company can have a large enough number of fans, then it must be able to occupy more market share, and the more loyal fans, the longer the product survival time, the brand's development momentum will be stronger.

The premise of the Internet business model is that it has a large quantity, long investment time, wide participation and deep enough "fans", and it is also the basis for the capital market to make higher valuations for enterprises.

In a fan-economy era, sales of any product are determined by two things: the number of fans and the quality of the fans.

Today, after the 00, even after all, have already reflected the value of their own fans, their fragmented, entertaining and personalized needs, is driving the media form of the initiative to evolve.

The marketing model in the era of vermicelli economy should draw on the advantages of traditional marketing, innovate the original business model, and focus on the development and utilization of human resources, so as to effectively help the merchants to turn customers into sellers, and to cultivate the hardcore fans and products loyal users of the enterprise with the geometric growth speed. For enterprises and products to win a broader space for survival and development.