The culture of cock silk in the internet

Guide: As the founding partner and CEO of PPLive, Tao a deep understanding of the Internet, in his speech, the Tao that the internet will eventually move from information services to life experience services, but also gradually from the Internet line to the entity. The central point of this speech is that most of the users of the internet are dick Wire, they have only two characteristics, "greed and laziness." Not only to provide services to him, but also not only for free, but also to create value for him. How do you cater to the taste of dick? going to go into him and really understand him, to put he becomes a fan of you, to make him loyal to you.

The following is the full text of Tao Chuang speech:

After all, the once-controversial internet generation is now the mainstream of consumption, and the old cock Silk has become a major consumer, a significant demographic dividend.

In my understanding, the mobile Internet is "cock Silk" era, the current mobile internet users 35% revenue under 2000 yuan, but they belong to the mainstream user population. What is the core of mobile Internet? It seems to me that there is a whole new kind of interpersonal relationship, which is characterized by social, Mobile, Local, and personality.

Look at the current Internet users, monthly, video is the first big Internet application. Chinese people now spend an average of 2.5 hours a day on video, and your most valuable prime time slots are wasted on video. But our last screen, in fact, has not been internet, is the worst experience of the screen, this is the television.

Therefore, the longer each user spends, there will be more opportunities to do commercialization, the essence of Internet thinking from the user, the first catch is there is no large user coverage of the crowd, the second user group stickiness is not very high.

At present, the highest frequency of visits, the longest is the video applications, social networks, E-commerce, micro-blog, online games, in turn. This is basically the Internet company PK Standard.

The internet company How to calculate the valuation, actually still have no way to calculate, Twitter has been listed in the United States, even the profit model has not yet, including pplive today or a loss, the valuation how? general reference to the number of users of the capital, such as a user by 30 U.S. dollars, currently pplive each month has 300 million users, The average person spends almost 2.5 hours a day. Can you calculate the value of this person? Basically all internet companies want to provide a service that allows users to use the time viscosity longer to identify opportunities for change.

Trend one: From information service to life experience service

At present, the Internet has entered the life experience service from the information service.

Mobile Internet to this June, the first wave of the end, basically with 2.5 of time, walked over the PC Internet eight years of road. We believe that by June, the basic big pattern of mobile internet is over. Back to see who is still innovative, who has a particularly strong product. Anyway, basically what human beings can think of is already dry. So there is not much chance of mobile internet.

Trend two: Internet moving towards entity

The internet has now begun to enter entities. Media industry, retail industry, financial industry, manufacturing industry, these four industries are currently subversive, there are many industries are slowly subversion. Now do not mention advertising, E-commerce began large-scale to the line, have begun to build logistics channels. I think that the future of the Electric Company will open the entity stores, Millet mobile phone has been in four cities open shop. Video companies like PPLive, was originally to buy things to show everyone, now also took 13 films, TV dramas; travel companies used to sell tickets, and now they are all developing their own sights. I reckon that Ctrip will buy a hotel in the future. They have a better card than the entity, a large number of users, and the ability to fool users is very strong.

Trend three: the establishment of the combination of soft and hard ecosystem

Before the Internet people write software, now our company is the most lack of people who do hardware, or film. So now the combination of soft and hard, is the internet playing tricks, not only to do the software, but also to do hardware. We used to do hardware, first spend 5 million to find an agent, to underwrite 3 million products, but also hard to find some retail investors, but how to do on the Internet? Hand already have such a large user base, through the C2b method, just like Lei said, orders are enough, cash flow more calmly some, first take order reproduction, and personalized customization.

The nature of the Internet: User first

To center, challenge the traditional authority, to product, not sell products to sell services, to mediate, break information asymmetry.

Maybe in three years, the TV may be free, someone will come to your house to install the TV set, now this set-top box will soon be free. Why? Because we found that to really get a user, the viscosity of a very high user, we cost more than 100 yuan a year. As long as the hardware in the 100 yuan below, I can give you all, may change to 300 yuan. Now Millet is making a product called Gateway, is the home that wireless internet WiFi, people often say I that WiFi seems bad, now said I give you one. There's a big hard drive on the head, and that hard drive turns your home into a big computer room, a data center.

So the internet thinking is not to sell products, as long as you think you can afford it, then on. The last is to center, challenge the authority of all, this is a play of the Internet.

There is also a deadly thing that the mainstream user crowd does not give you the opportunity to reason. How to cheat Silk class, their hands on the total amount of money is only hundreds of yuan, to the bank also no one. Alibaba balance Treasure said, come, 500 pieces to me, the interest is higher than the bank, and very simple. The staff of our company basically put 500 yuan in the balance treasure every month, 1000 dollars, not much. He will not use it to buy a house, but a balance treasure has 30 million of registered users, a person put a dollar is 300 million (the latest data balance Bao's scale has reached 250 billion).

After going to the center, just like PPLive now one months have 300 million people come up, can say to this 300 million person only one thing, so this kind of media attribute is very formidable.

From the masses to the masses

Internet service customers, whether men and women are young and old, all want, as long as users. He first served the cock silk, which was then Chairman Mao said, go to the countryside and go to the working class. Mobile Internet is worse, why? The fragmentation is running, the user time is very small, the likelihood of being fooled is too great. There is basically no rule on the internet in China, and my email box was attacked before long. 150 million with Jiangsu TV to buy the "strongest brain" program, because there is a contract can not be broadcast, fear of impact ratings. As a result, several other peers live online at the same time, how to do? 150 million is it white? The Chinese Internet play is very jumpy.

Internet users are cock silk, two features, greed and laziness. You have to solve these two things, not only to give him service, free he felt not, but also to create value for him. How do you get these guys to like you? To make him a fan, to be loyal to you, to really know him.

Seize the user: a single spark, can prairie fire

The use of Internet transmission characteristics, and through the creation of sensational events, controversial topics, and so on, to achieve a large range of virus transmission, and even to achieve the tipping point. Cultivate and seduce dead loyal users, enlarge the size of fans, build a fan culture and even build a discourse system.

Like Lei said, somebody. Millet mobile phone sales 799 yuan, the Internet can not find this cost-effective mobile phone, or 999 yuan. Where's the 200 bucks? 799 of the performance of the same as the Apple phone, full street can not find, but you could go to register line, occasionally lottery luck, large-scale buy, embarrassed no goods, like the iphone hunger Marketing. This is the hype, but also the growth of a large number of fans.

It is not easy to do on the Internet, leaders to find a temperament, meet the specific users of the crowd, to find the opportunity to play. When the user is fooled in by you, but experience later found not good, but also walk away, so that you make the most core of the ultimate experience, forcing you to innovate, forcing you to think every day, give him more than expected, every day to think about innovation.

Retaining users: Serving the people wholeheartedly

What is the ultimate experience?

Simple: no use threshold;

Extreme: exceeding expectations;

Personalization: Large data analysis;

User-led product building, small steps run, repeated iterations.

What is the ultimate experience? First, there is no threshold, for example, recently I asked my more than 70-year-old father to use a micro-letter, he was very happy. The second exceeded the expectations, like the seabed fishing entity shop, not to eat the bottom of the things, do not play the content card, playing a service card.

The third big data, now opens the PPLive application with the handset, each person sees the content to be different. Large data can solve personalized problems. We put 300 million users, according to the data divided into 48 levels, to analyze which some are contributing more, which are not often come to find ways to bring them back. It is not easy to make a product, to iterate over and over again, to let the user participate.

Business model-

Free Large scale users: advertising, electric dealers and games;

User scale diluted costs;

Fish and fast fish eat slow fish;

The Vermicelli brand creates the premium space.

The internet has three major economic fundamentals, advertising, electricity dealers and games. We believe that to reach the billion user base, you can quickly spread the cost of advertising. For example, buy the film "Private Custom" exclusive copyright, if there are 1 million people willing to pay, each person pay five yuan, is 5 million of the copyright. If it's free, maybe 50 million of people will come and talk to advertisers about sponsorship, 30 million? No problem at all. When the user size up, the cost can be diluted.

In the Internet industry, the most typical is fish, fast fish eat slow fish. Everyone is fighting for the momentum of the first few years, and then the days are getting harder and harder to do because the Internet has no threshold. Offline entity Good to do, Gome and Suning played for so many years, the store to open, but in the Internet, the user's migration cost is zero. This is also the Internet's copyright war, you robbed the exclusive, I also have to rob, so fish more obvious.

At present, China's capital sector does not give force, Tencent, Alibaba, Baidu a little bit of deep pockets, they are willing to accept. But it is a pity that they did not get the capital dividend from the Chinese market.

There are probably only a few that can survive for free. If not free, do a premium space, or with a fan platform to create a premium space, more typical is the apple and millet, through the supply and demand relationship to highlight the brand.

Enterprise Organization

Must be able to respond quickly: reduce decision-making process, flat;

Shoot first, then aim at the tactics;

Need to make mistakes, strong fault-tolerant ability;

People swimming, internal competition;

99% of China's companies are still in the traditional sector, and all industries will embrace the Internet in the future.

The internet has three kinds of organization pattern representative, the first kind is the earliest vertical structure, the report runs one lap, therefore Microsoft now runs not to move.

Google uses a flat structure, requiring a VP tube more than 20 people, basically there is a reporting line, let these more than 20 people to make their own, deliberately tube not come over.

The third type of Facebook's networked management structure feels pretty messy. But in chaos, adapt to the user. This is actually a very big challenge around your own business model and the use of the crowd is changing.

The Internet team is the first to shoot, after the target, in fact, people with brains will not do so. But why should we do it? It is the way of the Internet that people must make mistakes in the team.

Finally, because of the fierce competition, the Internet company's normal staff mobility of 25%, that is, four years of the company all change. This is certainly far higher than the traditional business, nor is it a bad thing, while encouraging internal competition. Often two team pk a product, or a product two teams do different versions, is to catfish effect, the internal PK, the whole pool is alive.