The method of subversion and innovation in mobile internet age

Professor Li is a rare with a share of the spirit of the CEO, writing "with the Master of the king, Ufida PA, the death of the Apostles," a popular network; otherwise, he started his business with ideas, content marketing to build user contacts. It can be said that from many aspects of the industry, Professor Li is a worthy object to learn.

Let's go to the professor's classroom to see how he sketched the blueprint for "disruptive innovation in the mobile internet age". Below is my summary and analysis sentiment:

No.1 Business School Speaks classics

The professor said that business schools focus on the classics, why not? Because the classic security, will not make mistakes, so the case of Southwest Airlines has been spoken for nearly 30 years ...,

Yu See: Indeed, only the more the more talk about the safer, because from your fresh awareness more and more distant; so I agree with the professor's four sentences: "Is not the classics, is the new sharp, not the phenomenon, is the logic, is not the mean, is absolute;

No.2 Lei had a lot of failures.

The Millet case is Professor This course main line, but he does not have the brilliance from the small rice, but starts from the lei past many painful failures to begin: In the early 90, the first time spent in the Internet, WPS and Microsoft in the confrontation, Jinshan era enemy but 360, rice chat with a launch, and then met the micro-letter turned out to be very much; So lei in recent years summed up: "Human desire is the heavenly; ”

Yu See: As you can see, the professor said: Success in a person's experience is the probability of how low the thing! One will work millions bone withered, don't mention Lei, see other big guy, which is not scarred? Repeated war repeatedly defeated, repeatedly defeated, before the failure of large probability to build a fruition, this is the normal.

No.3 you are not competing with others, but competing with the cognitive in the consumer's mind

Millet positioning has a unique, the professor mentioned "to High hit low": Seemingly with the Apple Samsung rivalry, but actually seriously injured China cool joint;

The Millet mobile phone emphasizes the same high quality as the high-end handset, is compared with the price ratio. Here are two different, one is to create a different, and the other is from the brand to their own points: "Who is your opponent, also explains your level." The Professor quotes Fu's view: "Unless you have a grudge against money, don't educate your consumers"; When users already think that Apple Samsung is the best, Millet says "fastest phone".

Woo See: Is it possible to surpass competitors to subvert user perceptions? Of course, just like Eames in inception: "Inception?" Or leave it to Steve Jobs to Asura reincarnation; a more realistic approach is to create a different, one-to-one correspondence in the user's mind, which is my understanding of the professor's point of view.

The smaller the No.4 positioning, the better.

The professor said that in the past we liked the broad positioning, often said that 1.3 billion Chinese people, each gave me a piece of money can be rich, instead, such results often get is-"0";

Coca-Cola told the world, we are authentic Cola, Pepsi think, that authentic is the tradition, the tradition is "old", so positioning the young state, so that some older people want to highlight young, also choose Pepsi brand; Similar cases have Marlboro "Man's World", So man's image so that the men and women are not too men are coming in; Similarly, the location of Millet is "fever", "Fever" began in a very narrow position.

No.5 different models of brand formation

The professor contrasts the traditional and the Internet completely opposite brand "nurturance" the path: take millet as an example, first obtains the loyalty of the hardcore fan (100 Angel users), from inside and out spread reputation, and then form a considerable popularity.

But the traditional brand path is obviously first has the popularity, then has the prestige, finally is the loyalty degree.

Yu See: My personal understanding is that the internet thinking of the two basic characteristics-"product is the first driving force" and "experience marketing", decided in the user more and more easy to reach the product, more and more easy to form Word-of-mouth current, brand path also occurred this reverse transfer.

No.6 enterprises without good media characteristics will not survive.

The professor talked about the enterprise's self media, no media, self-construction media, since the media, this is a lot of chat today, no longer to repeat; here also mentioned Millet "line with the city will", is Li Vanchang from the line off friends will be inspired; the scene also played the millet three anniversary celebration, to their "Honor fans" award video, Professor Li asked on the spot: Do you think that this activity is selling mobile phones? No! is to increase the point of contact between the fans and the company.

No.7 Customer Service Generalization

The professor mentioned the integration of customer service and marketing, interoperability: 30 micro-bo Millet team, 15 minutes quick response ...

Yu See: Recently I observed some of the embarrassment of corporate executives: the team opened a micro-letter public number, they never go to see the backstage, one day to staff that suddenly glanced: rely on! Why are so many people asking questions? What did you ask? a sense of Alexander; first thought: How many more employees do I have to increase to get back to so much information? How much will that cost?

Managers are unaware of the new changes brought about by mobile Internet: After being "educated" in micro-credit, users look forward to the unprecedented and brand to do direct, fast "point to point" communication, the past cast so many ads can be established, the dream of the user contact, today through the new media really came in, their first reaction is: Escape!

No.8 change the cost structure of the original industry through the change of information interactive means, this is subversive innovation.

Who said that? Not a professor, is the Professor quoted Huang Taigi CEO Hering A word, this sentence is to what "internet thinking" a textual research, what is the Internet thinking? The professor said, is it free? Or, a microblog, a V for the boss, a micro-letter, a app, that's it? One of the important criteria of no! inspection is to see if you have changed your original cost structure with the new information interactive method.

Huang Taigi has a data that says its 2012-year "ping effect" (the turnover per unit area can be produced) is 56000USD, while the Apple Store's data are 44000USD.

Professor continued, for example, in the traditional mobile phone marketing budget, there are add used in advertising, Samsung 14 billion dollars a year marketing investment, the equivalent of 1 Motorola, 2 Nokia, 3 HTC, 4 BlackBerry, the ads play to the extreme; so here in millet, When Li Vanchang first with Lei 30 million advertising fees, for a new brand is not exaggerated. But later Millet did a completely different way: The new media, from the media, changed the cost structure.

This is only one aspect ...

Now it is necessary to put in this more important picture!

The professor continues to deepen everyone's understanding of Internet thinking, today, too many people, including big business managers, are not sure about two basic concepts-"digital" and "Internet": they think they do is the internet, but only digital, digital, you can only improve 10%, and really realize the Internet, You'll be able to release another 90%!

The Internet of millet brought cost structure change: 0 channel fee, 0 advertisement fee.

Let's take a look at the professor's three-layer understanding of Internet thinking, whereby you may be able to update your own knowledge by passing:

Level One: Digital

The Internet is a tool to improve efficiency and reduce costs.

Level Two: Internet

Use the Internet to change the operating process, E-commerce, network Marketing.

Level Three: Internet thinking

Using the Internet to transform traditional industries, business models and values innovation.

No.9: High-dimensional civilization attack low-dimensional civilization!

"Dimensionality reduction" is Professor Li's very image and unique formulation, even if the understanding of a little obscure, but it is worth to remain patient to understand:

The professor asked at the scene, how many people have read the book "Three Bodies"? "Three bodies" depicts the process of high dimensional civilization attacking low dimensional civilization in the universe: they put a thing called "two-foil", which begins such as the size of the card box, but it will continue to expand, each contact with the things will be quickly "two-dimensional", and finally, The earth is two-dimensional, the moon is two-dimensional, the sun is two-dimensional ...

The high dimensional civilization is not afraid that this thing will eventually grow big enough to come into their world, because they can already exist in the "two-dimensional" context, and a low dimensional civilization like Earth is not.

Millet is the teacher in the metaphor of "high dimensional civilization", they can adapt to the "two-dimensional" world, they can be a new cost structure to challenge other manufacturers.

Professor Li further analyzed Huawei, Lenovo. After the success of Millet, trying to fight back at the same low price, but can not, millet price, they can not follow; The reason, the Chinese cool union still survive in the "three-dimensional" world, most of their profits to the channel, Lenovo's net profit margin is only 2.2%, the cost structure and millet has a significant difference.

Yu See: According to my understanding, millet can "dimensionality reduction" attack, in fact, depends on its information interactive means to reduce the cost of change, but also depends on its business model innovation brings "+". "Add" is the service revenue, dependent on hardware sales latter service revenue.

This addition to a reduction, so that millet has become a completely new species, to ensure that the price is low enough under the circumstances can also be profitable! and other enterprises to follow up ...

No.10 is the trend of mobile internet era

The professor said that everything in the future "intermediary" for its positioning of the enterprise is dangerous, because the intermediary is the internet trend.

Yu See: Enterprise's own media attributes strengthened, in order to get rid of "advertising" to get rid of "channel" bondage provides an opportunity, because the essence of advertising and channels is intermediary.

I've been writing a marketing book lately, and I've got a few more books published: In the past, publishers were largely tied to the channel, many of the profits contributed to the channel, whether the offline bookstore, or online electricity merchants; Today, many traditional publishing institutions look at the "look at" the digital reading service providers, is still "digital" thinking, not "internet "Thought.

What they see is this: Turn the book into digital form, paperless, read experience, payment method, is it over? What they may overlook is that digital providers are still changing their cost structure! is doing the same thing with the millet phone: "dimensionality reduction", through the construction of media properties, through the new information interactive means, through the extension of latter services, Are turning themselves into a new species that can adapt to the "two-dimensional"! Sooner or later, they will take the initiative to "eradicate" the low-dimensional civilization of the war.

Ma said that lions eat sheep not because lions hate sheep, but because Lions want to develop. Three-dimensional in any case can not win the two-dimensional war, how can you ride the horse, and Tesla race to the speed of the hundred meters?

No.11 do not like you people will not like you, you have to do is to make people like you more like you.

Don't explain this too much.

No.12 "Non-advertising marketing" era coming

Just now we talked about the traditional advertising in the new era of the major "original sin": High cost, intermediary, no interaction, no word-of-mouth, no experience, a lot of evil;

Note that the professor said "non-advertising marketing", rather than "not marketing", Millet can say "0" advertising, but not "0" marketing, but the marketing dismantling, breaking, integration to the product, integration to customer service, integration to all the contact with the user link. The professor referred to the 30-person forum team, 30 people's micro-blogging team ... is this not an investment? Only the money is spent in different places.

No.13 emotional experience beyond functional experience

The professor mentioned that in the past the industrial age of products is functional standard (FAB), is to see the efficacy of what you have the function of others did not;

Fab:fact, attributes; Advantage, Advantage; Benefit, customer benefits.

Today to do product emphasis is no longer functional experience, but emotional experience, the core has two points: one is the ultimate experience, the second is a strong emotional appeal.

Yu See: The New generation is now pursuing is not the function, not the efficacy, or even logical rationality and may be just a simple sentence "I would like to".

In the past I recommended you to see "Business show" always mentioned that marketing is to create emotional contact with the user, the professor of the product of this generalization is clearly more concise, but also more profound, he said: "Only the product touched the hearts of users, provided beyond the value of business, to have the opportunity." ”

What do you mean by "offering value beyond business"? I think it's really a great, great expression!

You sell me a thing, I pay, it's business, it's logical; now break this, offer emotional value beyond the action itself, and you are likely to get a higher premium;

Today we can actually "offer the value beyond the business" through 1001 things through product, content marketing and service.

Recently I was in the process of marketing services for enterprises, I tried to instill in them a concept: "Marketing itself to create value," said this is to hope that we forget the concept of "publicity" as soon as possible. What do you have to advertise? No, your content, products, services are the best publicity for you, what you want to do is not propaganda but create value;

No.14 Internet brand is a conspiracy between products and fans

Professor in this section of the talk is that millet is very "cunning", they attach great importance to the "user participation" concept, ultimately forced their own staff. When the user's emotions are greatly stimulated, they have greater expectations of the product, the engineer does not need the company to give him orders, the user's enthusiasm will urge them to do things better!

Yu See: The past brand to shape their own, and who to "seek" it? You find the media, find suppliers, BD Find partners, these are not looking for your users to "seek" may bring greater surprises; what is called surprise? or directly quote the professor's summary: "Company-centric" innovative way has lagged behind, The future belongs to "user-led innovation".

No.15 works mentality VS work mentality

The professor said, "I hate people sleeping in my class," he added, "because I want to be better, I've become irritable recently, and I see my speech as a work!" the work mentality and the work mentality are very different; so, sleeping in my class is an insult to my work, you can insult me, but you can not insult my work! ";

Yu See: In fact, the professor on the same day there is another meaning meaningful words: "I recently found that you just put the things in front of the extreme, the next step suddenly came ..."