The internet changes the tradition, the play has changed!

Media industry friends like to delve into the concept of "internet thinking," The meaning of the word itself is constantly tangled, a thing someone holding will certainly also people desperately trample. This time in the circle of friends began to popular such an article, this article put up a lot of counter examples of Internet thinking to prove its feasibility. In fact, in today's mobile Internet rapid development situation, the concept of "internet thinking" is actually not important, the key is that the era of "play has changed"

Mobile Internet: A new era of business change

"Left hand a Nokia, right hand a Motorola" era, with the 2011 Motorola was bought by Google, 2013 Microsoft to buy Nokia's smartphone business 7.4 billion dollars to end. Technology companies such as Nokia and Motorola have lost a lot of their stories, losing their brilliance and facing crises from the original star companies. With the rapid development of the Internet today, this process may take only a few years.

But it is accompanied by the rapid rise of some of the tech nouveau riche. Millet, four years of time valuation 16 billion U.S. dollars, polar route, a year value of 100 million dollars; Hotel Butler: 10 people worked for 18 months and valued tens of millions of dollars. The last year 58 with the city, auto, to where nets, 500Wan have listed. This month, Chen Au a few years of success will be the United States and the U.S. quality of the New York Stock Exchange.

Behind this is the power of mobile Internet development, allowing business to return to its essence. In the PC era, the average person spends 2.8 hours a day online, while the mobile internet age is 16 hours. The development of various app applications has enabled the mobile Internet to penetrate into individual life details. Micro-credit and micro-blog promote the development of the media, as well as the spread of the relationship between acquaintances. Behind this is a change in the way information is transmitted, more transparent and faster. These changes through Alipay, balance treasure, TV box, taxi software, flight Butler, fast Hotel housekeeper and other product forms, and ultimately to our life has produced a fundamental change. And the individual's rapid acceptance and reliance on these innovative applications eventually led to a change in business logic.

So what happens in the new business rules, and how do we play? Here's a summary of the three-point change.

Play the first change: the function is not important, what you do is not important, it is important that the user experience what

It sounds iffy, but it's really simple. In the context of material abundance and individual basic material conditions, the user's perception of the product is no longer satisfied with the functional requirements, but more sought to bring the ultimate user experience. (Trust June: The basic logic of the consumption upgrade) For example, the most basic function of steamed stuffed bun is to satisfy the hunger, but we are certainly not satisfied with the choice of steamed stuffed bun, more willing to choose a good taste, safe and healthy buns. Then the enterprise must think to meet the user needs of the experience, good taste is a difficult to quantify the standard, and vary, a bit like "Wen no First". But Hangzhou gan its food, through the "steamed stuffed bun weight is 100 grams, 60 grams of skin, 40 grams of stuffing, error range can not exceed 2 grams" way, so that users experience their harsh product standards. Coupled with some of the user experience, as well as the fact that a good taste, so that the rapid development of nearly 200 stores. There are a number of ways to improve the user experience, and here are two key points.

1th, exceed the user's expectation

The simplest and most straightforward way to exceed user expectations is to be cost-effective. This is the Internet companies to enter the traditional industry, the most commonly used means, such as the Le tv,50 inch with 3D price 2999 does not contain video content 490 per annum. If you go to Suning, the major supermarkets to compare, the same performance is almost 5000 or more. In addition, the built-in system features intimate operation convenience, and the market of the Cloud TV Android system is basically not available.

Another way to go beyond user expectations is to surprise users. Design some intimate details in your product design and let the user scream. Like three squirrels cute special logistics outside the box, by many users as the "artifact" of the Open box, waterproof kraft paper outsourcing, vacuum aluminum plastic bag, "Mouse folder", for different categories of nuts with the open shell tools, there are a series of ancillary products, gifts, try to eat and so on. And these are not random and gift, but this brand of goods and services required part! Recently released Hammer phone, in a lot of details of the design to give a lot of people surprise, so from the effect of the Conference is still relatively successful, the back is to see if the kind can keep the surprise.

Many products learn three squirrels, but the "surprise" design over. "Surprise" will increase the cost, the result is directly dial the price of the product. The first time users will focus on the "surprise", but in the long term users will not pay for "excessive surprises", because most of the service is not required. This is like the product of the excessive packaging, too high price also increases the user's expectations. For "surprise" and "surprise", the excessive price of the product experience is unsustainable. This is also a lot of advertised "internet thinking" entrepreneurial projects are not optimistic, and the development of the bottleneck of the important reasons.

2nd, let the user pay for the outside function

Many products do not adopt a cost-effective approach, but through product experience design, to give the product functionality beyond the value. Let the user beyond the function, for the product behind the pay. How to understand? Think of the girl on the bag, men on the watch is willing to change how much money to buy, tens of thousands of hundreds of thousands of of the price is everywhere. It's certainly not just a tool to buy an item and watch a time.

Give two examples of recent hot products. Roseonly Special Flower Shop to the royal RTHK your rose bold Custom "life only send one person" bizarre rules. Their main focus is neither how fresh the flowers are, nor how fast they are delivered, but the Roseonly's success lies in their selling a concept of "special Love". Users spend more than 1000 to buy not a bunch of flowers, but the flowers behind the emotional "life only send one person." Tesla, the same special fire, has become the first choice for entrepreneurs to buy cars. In addition to Tesla is the best use, the most intelligent electric vehicles, users pay more is the social identity behind the expression.

Play second change: No customers, only users

First from the economy to a simple account, the cost of acquiring a new user has become more and more high, jingdong data is more than 200 yuan in exchange for a deal users. If Jingdong cannot achieve a high repeat purchase rate, it will certainly be too much for this cost. So if you are a customer's mode of thinking, expect every customer, every transaction will bring you direct profits, in the internet age will be unsustainable. Because the Internet play, is to pay the money to get users, through the user's repeated consumption and value-added services, as well as the Internet's large-scale and long tail effect to obtain profits.

Internet companies are born to play with users.

For example, we see how Millet is selling charge treasure, millet power 10400mAh Price is 69 Yuan also package mail, this piece of basic no profit, operation is not good may also lose money. But with matching accessories, such as Huaqiang North Wholesale A five of the 500px long USB charging line will sell 19 yuan, a gum power cover also to sell to 19 yuan. Compared with 69 yuan power supply, 19 yuan accessories also appear inconspicuous. Of course, millet official online There are more such accessories, so for the millet user is his biggest asset. The Millet forum has 10 million users, the space has 15 million. In Weibo and micro-letters are 450~500 million users. Their forum traffic is very large, more than 1 million a day, posting volume reached more than 250,000. Such a huge user system, on the one hand, supported the rapid development of millet, on the other hand, millet more than 10 billion dollar valuation of the emboldened.

Learning community Operations, "fun" "fun" is the core

With the user, how to maintain these users without losing? With the current popular word, this is to learn to "community operations." You should circle your users into a community and create a stable user relationship by running a community. The master is Lo Zhenyu, the first time 5 hours to sell membership fees 1.6 million, the second 24 hours sold 8 million. Through his own charisma, he is actually running a community. Of course, another "Old Luo" Luo, also has a strong personality charm, there are a group of "fans" to follow, this is the hammer mobile phone's first hardcore user source.

It is said that today is a fan of the economic era, the pursuit of more people are "fun". So the core of community operation is how to make users feel "fun". A few days ago, we reported on the 12 floor of a building in Xiamen, a wonderful food called "have material". The store opened only a few months, 50 square meters sushi shop not only to do 300,000 of the month water, the shopkeeper "fat worm" himself also enjoy the youboy, Zhongxingpengyue male god treatment. See here a variety of doll counters, will be actively contribute to their own home collection of large dolls; in the field to eat food, people will dig three feet dug to the menu, teach the development of new vegetables pest, some people take the initiative to design a better game of the business model, someone in the hands of the initiative to help clean the table to do health; monthly "have material kick "We are scrambling to provide interactive gifts for free, and even to eat and drink without the use of fat worms--these are the endless charms of" fun. "

Play the third change: Forget marketing, this is a dissemination of the Times

With a good product experience, with the user thinking, how to get users? The answer is to forget to advertise the marketing way, think more how to let the user spread. The difference between marketing and communication is that the traditional marketing path is to first inform, then buy, after the sedimentation of loyal users, and the path of transmission is: first to reach the loyal users, then let the user spread, after settling more loyal users.

Why marketing doesn't work, the root cause is that mobile internet has changed the way the flow of information has spread. People access to information channels have changed, is no longer the original mainstream media one-way communication mode, but to the central way of transmission. So the traditional TV, newspaper advertising effect has been greatly discounted, recently a case, a brand spent millions of in well-known TV dramas implanted blunt advertising, the result is basically no direct sales effect.

Popular friend Punctuate recently, many people think it is spread, but in essence, marketing behavior. The logic is everyone why the point of Praise, the act of Praise is in fact a rape user will. I understand that the dissemination of only one measure: Users will not take the initiative to help you spread two times! The user is active to propagate, can design from the following several angles.

Details, exceeding user expectations

Through the details of the product design, beyond the user expectations, so that users will naturally be surprised to create the initiative to spread. such as the latest release of Millet TV, designed a "search remote" function. Everyone has a full house to find the remote control experience, but the millet TV through a simple product design to save everyone from the pain. Just click on the "button" at the bottom of the millet TV, and the remote will beep. This function design, enough to allow users to actively spread millet TV.

Fun, Impress users

51 Credit Card (just released a new product "U51 money housekeeper") has a classic dissemination case. "See my girlfriends cell phone, I instantly want to get married." With a "variety of apps by app" desktop screenshot, screenshot of the "51 credit card" app put in a prominent position. The microblog reached 5 million exposures within 50 hours and quickly entered the Top40 app as a "51 credit card" application that was released shortly thereafter. Behind this is through interesting content to impress the user, let the user actively spread.

The user participates, pays has the emotion

In the design of communication activities, to find ways to allow users to participate in, the user is more willing to participate in the initiative to spread. Block B on the 12 floor launched the "God Copy: Joint recruitment", so that users help us to choose the best recruitment program, in a few days spread hundreds of thousands of people, to achieve very good results of the explosion. And we launched the "123 Teahouse" set the keynote is "do not participate in not spread", by allowing friends to help us "name", "Choose the name" and other activities to let everyone participate, also achieved a good dissemination effect.

This is an era in which the Internet has changed the traditional industry, and the stories we have told are just beginning. This is the best time for everyone to start a business and the best time to venture capitalists. So let's format ourselves, rethink new business logic, and seize the era of the Internet dividend of this traditional industry.