Really understand the internet thinking, Farewell to Jia Jia Huang Taigi

Once, once as a fashionable concept of "knowledge-based economy" has now disappeared, and replaced by the new hot word "internet thinking." Interestingly, it barons may be quietly implementing this thinking, but the passion for hype the word is "not sincere don't disturb" such a program. In the past few months, the sex goods and Ma Jiajia, Huang Taigi and sesame cake, these are known as "internet thinking" business behavior, a large number of new media is crazy to promote the spread of popularity, perhaps also harassed your eyes and ears, may even let you worry whether you can catch up with the trend. But now, the good news is that you don't have to take the time to understand the mysteries or the trend, because they may be dated faster than the "non-interference" love. This article tells you that you only need to understand how the so-called "Internet thinking" is also a sudden death, and will let you in a very happy way to understand.

As far as the present situation is concerned, Macian action may be a bit late, but Macian recently or fascinated by the so-called "internet thinking", so Macian deliberately chose a haze not heavy days, deliberately to three Li Tun Huang Taigi Pancake Restaurant ate a bowl of tofu brain, Then went to Ma Jiajia's sex shop outside the door to wander for one hours (actually originally wants to follow a customer to look in the back, but wait for half a day outside a customer also did not wait, and from the window can see, inside of the shop assistant really idle boring, and in a spice shop enjoy Zhongxingpengyue feeling or let Macian very griping , so in the end Macian still decided not to go in, the two stores now is hot "Internet thinking" spokesperson, Macian to the field experience learning, feeling that it is quite a benefit. 　

As a mature and sophisticated, people of the "Old River", Macian now always adhere to a principle: in the evaluation of a person or a company, it is certainly to first talk about the advantages, and then in the back to each other point out his little shortcomings, in addition, Also emphasize that this shortcoming is caused by the objective reason, has nothing to do with the other person's character.

The following Macian the advantages of the two stores:

1, Huang Taigi In fact unlike some media said, the need for long queues, customer experience is poor, Macian to go when there is no one, with the point.

2, Huang Taigi of tofu brain is not as bad as imagined.

3, Ma Jiajia shop inside decorate very beautiful.

4, also can not see how Ma Jiajia "Loaded B", at least her shop door next to the big slogan is still very true-"Our shop is still 99 years from the century old shop." "

Well, the advantages are finished, the following Macian said a little criticism:

Only one: The two shops are not yellow, there is no justice!

In advance, this is caused by objective reasons, regardless of the character of Ma Jiajia (Zhang Mengning) and Huang Taigi (Hering).

First say Huang Taigi. The pancake Shop always reminds Macian of the "Dirt house crumbs" that sprang up in Beijing a few years ago, both are the traditional pasta repackaging, fair, price than similar products one times more expensive, at the same time marketing ideas choppy, relying on the most innovative marketing channels, the less delicious products made into stars. The difference is only through micro-blogging marketing, the other is in the streets and buses hanging big brands. It can be seen from this that the "Internet" has indeed brought some progress.

Today, "slag cake" has been difficult to find traces, Huang Taigi pancakes can be more than a few years?

In order to jump to conclusions, Macian home for some time to study the development trajectory of Huang Taigi: In the second half of 2012, relying on "Mercedes-Benz to send pancakes" and other means, Hering and Huang Taigi began to make a momentum in social media. A year, the valuation reached tens of millions of yuan, even open a number of branches. Then, continue to carry out the development strategy of big investment, high return, the founder begins to attend in various public occasions as the star, receives the enthusiastic pursuit. Then, the founder to achieve extraordinary development, Hering said, Huang Taigi to achieve 6 months sales 100 million, in the second half of 2015 to open to 20 stores, and ultimately to achieve the U.S. listing, annual turnover reached tens of billions.

This trajectory, there is no internet thinking Michael ye bad comments, it can be seen in the last century, CCTV standard Wang Qin Qi, step by step high shadow, not to say that Huang Taigi scale and achievements compared to others, but its practice-through the most mainstream propaganda channels, a short period of time to make a homogeneous product brand, extraordinary development, and then .....

According to media reports, Huang Taigi per square metre of performance than Apple stores. Macian found 2010 years of statistics, when the Apple Store is also a new thing, its annual sales of 44,000 U.S. dollars per square metre, taking into account the average Huang Taigi each seat to more than 1 square meters, ordinary pancake price of less than 2 U.S. dollars (12 yuan), even taking into account the takeaway factor to discount, Each seat is sold at least 20,000 pancakes a year, averaging nearly 60 a day. From morning till night, do people really like pancakes so much?

In addition, Huang Taigi claims that annual sales will be 10 billion. Check the data, with the German and master brand of Tianjin top benefit group 2012 revenue is close to this figure, the group in the Chinese food industry ranked second, the country has thousands of stores. At present, Huang Taigi only 5 stores, are located in Beijing, it seems to shoulder heavy responsibilities ...

Hering says everything can be connected, which is called Internet thinking. He also said that the mobile internet age to make pancakes, to control the cost structure, if the cost of rent structure under 5%, I am already an Internet enterprise. This is really surprised out of the Macian a cold sweat, in the inch of gold in Beijing downtown open shop, he can make the rent only 5% of the cost structure, and below, his labor and materials, management, and the so-called connection costs, how expensive his pancakes, how many people eat this pancake prodigal Ah!

After you finish Huang Taigi, say good horse Jia Jia. By contrast, Huang Taigi at least one pancake is his product, Ma Jiajia is just a buyer: from all over the world (this is actually suspicious) pick up some goods, and then put the store to sell.

In order to be cautious, we also first study her trajectory: at the end of 2011 to the beginning of 2012, also at University of Communication students Zhang Mengning use micro-bo and micro-letter to create the Ma Jiajia brand, derived from the "vest" homophonic. June 2012, Zhang Mengning graduated, the same day in the vicinity of the school opened a creative sex goods store poweful (bubble No). April 2013, Zhang Mengning boarded Jiangsu satellite TV "Non-interference" to become a female guest, attracted more attention. Starting in the second half of 2013, some angel investors and venture capital began to intervene in the growth of Ma Jiajia and bubble brands. October 2013, under the financial support, powerful three Li Tun flagship store opened, at the same time, in the deliberate pursuit of some predecessors, Ma Jiajia began as a "internet thinking" business representative to speak. February 2014, Ma Jiajia into Vanke speech "not buy a house", the popularity reached its peak. However, in her speech at the same time, it is said that Gaobeidian's poweful sex goods store listed in the transfer, and before the media University store has closed, bubble is only three Li Tun a storefront.

Ma Jiajia claims that her three-yard store typically has 6 daily 7000 yuan turnover, two or three days can cross million, Valentine's Day discount sold 12000 yuan, almost 20,000 dollars of goods, one day to 60, 70 people, customer unit price of about 5, 600 yuan, a slip thousand very normal. As you can see on the website, 5, 600 yuan is about three airplane cups or 10 box (10 pack) condoms prices (given the Chinese reality and on-site observation, it is estimated that other products will be sold less), which means that her store can sell the equivalent of more than 100 boxes of condoms or dozens of cups a day, doubling in two or three days. And in her shop within a kilometer, there are more than sex goods shop as a competitor, three Li Tun sex consumers are so busy?

In order to be more cautious, Macian went to check Baidu Index. Since Ma Jiajia's financial and market data are not publicly available, we are unable to understand its specific operating conditions, but we can learn about its market heat through search indices and media indices on the web.

Through the comparison as of March 21, the last six months since Baidu "Ma Jiajia" keyword search index. It can be found that people's attention to "Ma Jiajia" has a strong "event marketing" characteristics, about February 14 Valentine's Day and February 15, Vanke speech reached a peak, and then there was a sharp decline.

Ma Jiajia Recent six months of Baidu Media Index more proof that its concern is basically rely on one after another news events hype, and its news hot spots and search hotspots in time highly coincide, positive and negative criticism for its hype to add heat, hype peak in the middle of February this year, has recently slipped.

A, online appearance Ma Jiajia powerful creative Fun Experience shop video (2013-11-19); B, News: Ma Jiajia has been a pseudonym Zhang Mengning on the non-sincere do Not Disturb (2014-02-13); C, News: Ma Jiajia: The 2014-02-17 does not buy a house ();D, news: Ma Jiajia's offline shop seemingly deserted? (2014-02-18); E, News: Developers may wish to listen to Ma Jiajia "do not buy a house" sound (2014-02-21); F, News: Ma Jiajia blasted "Uncle Ren" (2014-02-25); G, News: What can Ma Jiajia marketing do? (2014-03-07); H, query: Ma Jiajia, only understand the business model of marketing is useless (2014-03-10); I, news: College entrance examination to open a spice shop (2014-03-12); J, question: Ma Jiajia said no (2014-03-17).

Ma Jiajia said, the so-called internet thinking, is to use feelings to impress users, they live online every day, also live online every day, this is a thing to integrate into everyone's blood, so do not consider what the background system and O2O business model, mainly to how to impress people can be.

It must be admitted that the Zhang Mengning, known as the vest, has a diverse range of cross-border thinking and an extremely high IQ. But Macian and people around the common sense to tell Macian, no matter in any era, who is not more than who silly how much, you can never rely on the mind to overcome opponents, even if it is "internet thinking" also not. Impress people is a more difficult than selling things, move once can, want to always impress people, unless you are a pacemaker. Perhaps, Zhang Mengning really has the ability to go beyond our common sense, or will she sometimes have hallucinations?

Macian conjecture, these so-called "internet thinking" spokesmen, like sitting in the car seat of the child, put on a driving posture, thinking that they control the direction of the car. But both cars and roads are not in their control.