There are three levels of Internet business model

Abstract: Editor's note: The original "Internet business model and innovation Method Community Business", the author Liu Hai, personal micro-signal: SEOVSEM, micro-letter public number: Liu Hai's big trawl. The Internet business model has three levels: the bottom is product-centric

Editor's note: The original article "Internet Business model and innovation Method-Community Business", author Liu Hai, personal micro-signal: SEOVSEM, micro-letter public number: Liu Hai's big trawl.

The Internet business model has three levels: the bottom is product-centric, second to platform-centric, and the highest level is community-centric!

This will show Community business: Content + community + Business!

The content is the media attribute, is used to make the flow the entrance, the community is the relation attribute, uses to precipitate the flow, the business is the transaction attribute, uses to change the current flow value. The user is aggregated by a good product/content/tool, and then settled through the community, because of participatory interaction, common values and interests to form a community and retained, and finally have a deep connection of the user, with customized C2B, with the transaction to meet the needs of the inevitable.

The fundamental value of the business community ecology is to realize the value of the most different levels of consumers in the community.

Content: All industries are media

With the advent of mobile Internet, the efficiency of collaboration between people is greatly improved, and the efficiency of information production and communication is greatly improved. In everyone is a social network of media, content that is advertising, high-quality content is very easy to produce the transmission effect.

All industries are media, "where the eye, money must follow." All business activities of enterprises are symbols and media, from product development, design links to the beginning, and then to production, packaging, logistics and transportation, to the channel terminal display and sales links, each link with consumers and potential consumers to contact and spread the brand information, including the product itself, are the import of traffic, everything is the media.

For millet, all products of millet are media, for Coca-Cola, each bottle of packaging is also the media (personalized nickname bottle case). Enterprise media has become an inevitable trend, enterprises need to cultivate their own media attributes. Many enterprises began to enter the fragmented social media channels, managers have to run from the media. This is a good thing, but many people misunderstand the culture of media attributes, the media as a simple channel of information dissemination, but did not think "the media also want to product"-cold type of advertising indoctrination, ego rhetoric is no longer effective.

Media is the product of the media itself as a need to grind the product of patience, stimulate the sense of participation, building a community is to get the key to the word of mouth. To put it simply, the fundamental difference between the new media and the traditional media is recognition. In the new media structure, only the recognition can produce value. No approval, in the traditional media way, saturated bombing, shouting broken voice, all in vain.

Community: All relationships are channels

Prior to the advent of the Internet, brand manufacturers or retailers need to continuously expand their stores to reach the target consumers as much as possible, the advent of the Internet, breaking the space limit, so that people can buy a variety of goods at home. Such a business phenomenon means a change of business logic--from preemption of "space resources" to preemption "Time resources".

The time resource is the user's concern, and when the users migrate to the mobile Internet and the social network on a large scale, the brand and retailer will gradually shift their position. The traditional physical channel is gradually ineffective, and replaced by the online relationship network, which more embodies the micro-blog, micro-trust, forum and other social networks can affect each other.

Millet mobile phone through the millet community and online activities under the line, the aggregation of a large number of mobile phone enthusiasts groups, these rice noodles through the social network to give millet mobile phone product iteration to provide advice, but also in the continuous help millet to do word-of-mouth transmission, this group of people is Millet fans community.

Today we talk about the community, especially the Internet community. It is a group of consumers who are satisfied with the needs of commercial products and are assembled with interest and the same values. It is composed of "like-minded" consumers, its characteristics are: to center, interest, and has a central fixed edge dispersed characteristics.

Business: Experience in all aspects

Behind the community is not just fans and interests, but also a very complex business environment. The fundamental reason is the inevitability of human socialization. Just say now we are concerned about the community ecology is based on commerce and products, the Internet as a carrier across time and geographical spread. The fundamental value of the business community ecology is to realize the value of the most different levels of consumers in the community.

To give an example of a relatively easy to understand, we used to live as long as there is a house on the line, but the competition to highlight the developers think a coup, sell the house to send you to read the primary school, the home yard there are all kinds of shops, there are clubs for your usual leisure and entertainment, out of town and bring a nanny to help you see the Increase the value of your house and your home. Slowly this formed an ecosystem that formed a closed loop of life and commercial state.

This ecological model gradually developed and perfected, to provide consumers with multi-dimensional services, became a perfect business system. The current popular "smart community" is based on this business logic. Vanke, Longhu, ocean and other real estate developers and property management companies, are using the Internet play to transform traditional properties, the establishment of residential residents as the core of the commercial ecology, thereby subverting the traditional business model of property management, its essence, is a community business model.

Community Business is a "micro-ecology" with incremental thinking, and the ecosystem wins more naturally. In the Community business model, the content is like a sharp blade, it can attract research and meet the basic needs of users, cut an entrance, but it can not effectively precipitate fan users, the community has become the necessary to precipitate users, and commercialization of the transformation is a derivative of the profit point effective way.

The three appear to be three skins, but the internal integration of the business logic is integrated. Future business is based on people rather than on products, based on the community rather than on the manufacturer. The essence of Community business is user-led, data-driven C2B business form, which is just beginning.