The recent article on "Internet thinking" has rotted the streets.

Ben did not want to get involved, but did not expect a bunch of friends from cock to tyrants no one is not talking about, the table often had to be forced to become their listeners, to listen to their description of some almost lost the market common sense of opinion, seriously affected the appetite. In order to solve the problem around once and for all, the spirit of film and television industry has always been "everywhere, everyone can gossip," the professionalism, we come to grilled a case of this matter, restore the "internet thinking" of the essence.

The origin of the term "internet thinking":

The earliest mention of "internet thinking" should be Robin Li, who, in 2011, had occasionally mentioned the concept in some speeches, meaning to think based on the characteristics of the Internet, and his description was so fragmented that it did not attract attention. In one of the Internet industry's main community sites, "know it," the earliest questions about "internet thinking", dating back to 2011, were almost unanswered.

In the morning I chat with the CEO of excellent card network, he put the content of a lot of fashion magazine into the website, I asked him why these fashion magazines do not own a website? Let you do it? More important is that they do not have the Internet thinking, this is not a case, this is in any traditional field of a phenomenon or a law.

--quotes from Robin Li's 2011 speech, "Three new opportunities for Chinese internet Entrepreneurship"

2012, Lei began to frequently mention a related vocabulary--internet thinking, for several years, Lei has been trying to summarize the difference of Internet enterprises, and conduct structural analysis. From his two articles, he can trace the changes in his mind: the two long tests on the internet in 2008, and the 2012 "arming themselves with internet ideas". In every public speech in 2012, Lei used the word, but at first the influence of Millet was limited, except for the large number of rice noodles, which did not cause any follow-up by other people including the media.

In the 2013, as the LEI exposure continued to improve, some such as Lo Zhenyu and other media people began to frequently mention the "Internet thinking" (as if from the Lo Zhenyu began "thinking" and changed back to "thinking"), some TMT industry journalists began to cite the word.

In 2013 years, we can see that "internet thinking" has the following important exposures:

-November 3, 2013, the News Network released a special report: What the Internet thinking brought;

--On November 8, 2013, in a speech, little brother Ma made a concluding remark:

The internet has changed the music, games, media, retail and financial industries, the future of the Internet will change the spirit of every industry, traditional enterprises even if they can not think how to combine the Internet, but must have internet thinking. (Excerpt from Ma's 2013 "Road Farm Salon")

Industry leaders and the continuous reference to the news broadcast, the word quickly pushed the cusp. After that, as we have seen, all kinds of media have been waving the flag, all kinds of reading increasingly noisy, for a while not lively.

Baidu Index: The heat change of the word of Internet thinking

Ii. Why the word "internet thinking" can be climbed up the altar

The popularity of this word, the direct reason is that some enterprises are growing in size (Tencent 100 billion market capitalisation, millet valuation 10 billion, are the dollar Oh, pro), practitioners began to become more confident, they need a vocabulary to unify the expression of the difference between the traditional business, used to separate their identities.

It's not new to look at all the words that are relevant to this word, whether it's user-centric, enhanced services, data management, and so on. In the early years, related expressions have been in some industries, home appliances, fast sales, retail, real estate ... There was no big change in the rotation. But why do you do it again? This has to talk about the development of Internet technology, which is divided into four stages.

1. The core nature of the Internet is the computerization of information and the storage and transmission of it. After the information becomes "bit", the transmission efficiency is greatly enhanced, this change is the difference between the tortoise speed and the speed of light, so the change that brings to the human society is also subversive. But this kind of change is gradual, because the human to the information dissemination efficiency demand is not consistent, the scientific research organization, the military unit to the information communication efficiency demand is most urgent, therefore they become the Internet inventor, after they started more than 20 years, the Internet actually enters the civil stage.

2. Since the Internet is primarily a change in the efficiency of information transmission, most Internet companies are structured to organize information and provide services on that basis. Simply sort it out, about a few of these:

A. Information exchange: such as communication tools, mailboxes, E-commerce platform, community, etc.

B. Infotainment: such as interactive games, audio and video websites, etc.

C. Information security: such as network disk, cloud disk or anti-virus tools;

D. Information computing: Cloud computing, data mining, etc. ...

No matter how complex the positioning or description of these companies is, and how chaotic the business is, you'll find that most businesses still offer information services.

3. Human activities are essentially composed of two kinds of communication, one is information flow, the other is logistics. With the rapid development of information technology, transmission efficiency and security improve, unit costs are decreasing, but also affect the flow of material. A lot of the original need to host the information on the exchange can be virtualized, film because of the cost and effectiveness of poor, very soon to be fully integrated, paper has some innate advantages, temporarily still in the process of integration. Any information on paper, from paper media to money, in fact, can be done completely paperless, but based on human habits, as well as hand-held information terminals are not enough to provide peer-to-peer convenience, the future has yet to be developed.

4. Since the Internet is a revolution in information, then it will inevitably go to the internet of things, that is, the seamless docking between objects and objects, as well as the integration of people and things, there are several news can be referred to: "A." Honda develops BMI technology that can manipulate robots by thinking only of the human brain B. The first mind-controlled aircraft exposure From Google's unmanned technology, to the French robot Nao, wearable equipment, telemedicine, 3D printing, smart home ... Through the development of these cutting-edge technologies, we can foresee that the technological innovations based on information control will further change the world's production life style.

Wordy so much, from which we can find:

"There will be no difference between" Internet enterprise "and" traditional enterprise ", all enterprises are Internet enterprises.

Some practitioners are understandably aware of this, so they are eager to express their inner excitement. 2013 is the domestic internet industry harvest quite a year, E-commerce, new media has reaped many eyeballs, the new government of innovative enterprises to pay attention to the emergence of a variety of media interest. We can see from the Baidu Index, the news broadcast is undoubtedly the key fire source that points to this cluster of flames.

Third, "Internet thinking" want to have?

Since the Internet technology is changing the production of human life style, if the development trend does not have a certain understanding of the enterprise's strategic decision-making on the possibility of a very large risk. Some industries that are based on information services are being hit by internet technology and are rebuilding new forms of competition.

Media: We often use traditional media and new media to do some distinction, in fact, the media is to provide graphics and text information, image information editing summary of the release of services, as to reach the user's carrier is paper or smart phone, the difference is really small.

Entertainment: This aspect should be reflected in the more obvious, multi-screen era, Walkman, audience access to music and video programs more and more convenient way.

Communication: It goes without saying that it literally can be understood in the 100 years that it has changed.

Finance: It is also a kind of information service, the currency Suphung itself is very easy to virtualize.

Retail: Based on information asymmetry, the formation of the commodity premium space, has been squeezed by the Internet, the current line of the retail industry to provide services to the experience of economic tilt.

There are many industries involved in information services, not one by one enumerations. These industries float on the surface of the water, it is easy to observe, there are some industries, the products or services provided by the same reliance on information technology, but also because of the development of Internet technology has been the overall change, but the current changes are not obvious, so often overlooked.

Home appliances Home: The reason is that the two put together, because in the future they are all within the category of intelligent housing, should be in the enterprise level between the big integration, Google acquisition Nest, should be able to show the future trend of the industry. Millet if you want to really want to let gree nervous, as long as the development of a family information control system, the future can be the provision of gree air conditioning services in its own. As far as I know, Gree is a machine technology is very infatuated with the company, the smart home appliances understanding and ability to reserve, I can only say "hehe".

Transport: In this field the development of mechanical technology has entered a very stable state, the next step of the technical breakthrough is mainly in the control system, Tesla to the automotive industry's biggest impact is not in the energy, but in the control of technical ideas. From automobiles and ships to airplanes, most businesses have struggled to balance intelligence and security, so the development of digital control systems is very slow, and I believe there will be big changes in the next 10 years.

Industrial production: "3D printing" in rapid prototyping technology after trying to civilian, soon received attention from various media, in fact, the relevant technology has been developed for several decades. The rapid prototyping technology is still very rough, however, it can be seen that the future of design and manufacturing links between the more convenient communication, the loss of information will be more and more low, the overall trend of development is tending to-design is manufacturing, that is, the global design resources and manufacturing resources because the Internet will be more closely integrated than now.

City operation: This should be better understood, urban management and business management, its core is still based on information feedback and processing. IBM is one of the most aggressive technology advocates in this area because of the survival of the company in the coming decades. It is not too late for China to start in this area, in August 2013, the government promulgated the "on the promotion of information consumption to expand domestic demand," which can be seen in the government's understanding of information technology and intelligent city, or more in-depth.

The above simple cited a few examples, used to illustrate that although the Internet technology is simply to speed up the transmission of information, but the resulting linkage is to cover all aspects of the society, as to the specific how the impact and trends, the various fields of professional discourse has been many, no more words.

What is the "internet thinking"?

The internet has not changed human nature, so those listed what convenience, participation, free, experience and so on ... Article, well, it's all right, but it's just a repeated description of the enterprise in the promotion strategy or marketing management needs to focus on. And some traditional enterprises in these areas in fact better than internet companies, who learn who is not necessarily.

As for the "internet thinking" is really the essence of a: In the era of mobile interconnection, any link of information exchange will be accelerated, the Internet has changed the effectiveness of the transmission of information ... It's gone.

is not too short, but just remember this one is enough, because all the other changes are based on this premise, as for the business strategy on how to do more specific considerations, in general, from the strategy, operation, positioning, channels, pricing five aspects to summarize.

--from the outside to the resource organization, as well as the efficiency-centric management system:

Since the Internet has opened up the world's information transmission, then the enterprise's external resources can be in a larger range of screening, from Nike in the global integration of production resources to Zara in the global integration of design resources, from IBM because of outsourcing to rout Apple's hardware department, To the advertising empire that Google built for its long tail. We can see that not only any hardware resources can be global procurement, information resources can also be cross-regional organization, which requires an enterprise management not only built within the enterprise, but also to the standardization system output to the outside.

However, in the face of a broad external environment, the need to integrate a wide range of resources? How to integrate more efficiently? What is the core competencies of the enterprise? Can answer such three questions, will understand Enterprise's development strategy. Since external resources are open, any business model will soon be replicated in the information-transparent internet era, and only if competition based on efficiency in the same business model will sustain the development of the enterprise.

--innovate management through crowdsourcing and set up error-correcting mechanism from client:

BAT (Baidu, Ali, Tencent) are also VC companies, Google, Apple are also constantly through mergers and acquisitions to layout, can be understood as they are all through the external crowdsourcing to complete innovation. Human resources is the most expensive means of production in the Internet age, any enterprise can not do at this level of monopoly, because the population base is very large, talent screening mechanism is not based on the strength of the enterprise could be built, but the information is so developed, we can in the global timely follow-up of the development of various technologies,

In the 80 and 90 's, in the catalytic of some capital speculative mentality, a company such as Ge,time Warner was born. After the dotcom bubble burst in 2000, small and medium-sized mergers and acquisitions aimed at sustaining innovation were increasing. Through external mergers and acquisitions to complete innovation breakthroughs, the Internet era of communication facilitation and decades of multicultural exchange, so that the internal management structure of each enterprise tends to be flat, the Department of Large enterprises have the opportunity to remain as flexible as small enterprises, Taobao and micro-letter The birth of the process is a good example.

As for the user-centric, this is one of the core of any enterprise, as mentioned above, with the development of mobile interconnection technology, the channels of communication between users and enterprises are very smooth, enterprises can be fully user feedback in the error correction mechanism, the formation of internal innovation standardization system, speed up the product renewal cycle. So fast iterative is not the magic weapon, fast iterative error correction mechanism is the core weapon, if you are wrong, then you iterate faster, only from the industry to get away faster.

--accurate market positioning and scalable competitiveness, and innovative brand personality:

Consumers in the internet age, the choices they face in any product, become unprecedented. A consumer can sift through the world's products and may have access to services across the globe. Large enterprises often through the user stickiness and the control of information resources to establish a certain barrier, for a new enterprise, it is necessary to complete a breakthrough in a link to the innovation to solve their own survival problems, this link may be a very fragmented and niche market.

In order to facilitate the diversification of business scope after breaking through the market, to create a personalized brand image with innovative ability will bring convenience to the growth of enterprises. Millet will be targeted at the young people's personal image into the Home appliance field, 360 from the network security into the family security, Huang Taigi's inspirational story, carving Ye's perfect paranoia, Ali's subversive legends, these brand personality ultimately point to innovation, but the strategy and methods are different.

--Diversification of information promotion channels and transfer of logistics to intensification:

Today, consumers have access to information channels are very dispersed, the traditional hard wide + soft Wen + exhibition promotion model needs to be further subdivided according to the transmission channel. In order to facilitate dissemination, using the most efficient way of word-of-mouth, enterprises must be in the form of a breakthrough, showing a certain degree of paranoia. Whether it is the seabed fishing, or millet, or Huang Taigi, or carving ye, you can choose in products, services, business models, research and development of any aspect to show your paranoia, reflect your attention to customer satisfaction. Specifically which link as the center is not important, but only to achieve a sense of the absolute different form, the value of Word-of-mouth communication.

corresponding to the dissemination of information, is the intensification of logistics, in the information dissemination in the era of geographical constraints, logistics and flow is synchronized, a business needs to transfer through the layers of the warehouse in order to reach customers. With the increase of the efficiency of information dissemination, the reliance on information can make consumers expect to experience, so logistics can lag the information and carry out more systematic distribution and management.

-Multi-tiered pricing strategy that shifts trading from basic services to value-added services with higher premium capabilities:

Behind the free is essentially the supply of the internet age, if there is only one search engine in the world, if there is only one communication tool, then they will not be free. From rain, tap water to bottled water, and a glass of water in the desert, prices are always fluctuating on the basis of scarcity. The internet industry is so rich free and full of supply capacity, and other industries alike, we are an era of global consumer integration and a global supply integration.

Since basic services are difficult to generate a high premium, the pricing strategy must be shifted to value-added services. QQ to solve the problem of survival income is from mobile QQ traffic charges; Ikea is not selling furniture, but simplicity, beauty and cost-effective solutions, so the difference in the profit of Ikea different goods is very obvious; McDonald's in China from the sale of the carnival to the dining venues, to sell fast food in the "fast", They sell more than just hamburgers; Disney's cartoon image from movies and parks allows it to sell more than $30 billion trillion of licensed goods for retail sales over the world in a year, a success story in pricing strategies when the internet age is plentiful.

V. Conclusion

In fact, because of the development of communication technology around the world, the degree of Internet Technology application in various industries is different, so the competition situation is different in every field. If you fall to specific industries specific products, but also specific analysis, the so-called treatment of all diseases brought to use the strategy is certainly not. And when someone in an industry starts to write their own books, it means that the industry seems to be a bit of a bubble, and I'm sure soon to see many followers of the "Internet Thinking" banner dying on the beach.

Finally, I would like to emphasize:

Internet technology is a category of information technology, but also the most embodiment of the value of information technology, so many times we actually discuss the impact of information technology on production and life, not just the Internet. Instead of using "internet thinking" to explain the attitude of facing new technology, it is better to use "learning-oriented thinking" to refer to it once and for all. A willing to learn the business is always easier to walk in the forefront of the industry, but still have to be warned, is willing to learn at the same time to be good at learning, since the tyrants are not bad money, to buy a strong pill when the way to the poor areas also donate some.