Wake up, don't let internet thinking fool you anymore.

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Time goes into the 2014. Over the past 2013 years, the Internet industry has once again so enthusiastically infiltrated the traditional industry, and in several different industries to create a successful pilot of water, interested reader can look at the 2013 Internet events mentioned in the story.

Every time an industrial inflection occurs, "concepts" tend to emerge more quickly than patterns. For example, 2013 is an annoying "internet thinking".

The most widely disseminated network of articles on "internet thinking", without exception, incorporates a variety of retreat concepts, selling out a set of unfamiliar theories to the outside world through new bottles of old wine, and spreading them out after gaining appreciation from the circle. People's circle is so, in addition to network resources and project resources, the greater role is to flatter each other, and achieve self satisfaction. This is like a few years ago, the "cloud" and "big data" concepts such as the situation, there is no new technology, no new products, no novel model, and some just word games.

Let's take a look at several important stages of the Internet development:

The Internet, as the most influential science and technology, has experienced three important stages in the transition from military to commercial and civil areas at the end of 20th century:

Phase I: Technical tool stage (1995-2001)

For many years after the first dotcom bubble, the Internet was in the category of "tools", which reduced office costs through technical means, achieved more convenient and multimedia information communication, and initially affected business practices;

Phase II: Marketing tool stage (2001-2006)

After the technical tools attracted a large audience to start contacting the network, Network marketing with the pay surface, the initial, traditional advertising industry as the blueprint of the directory Yellow pages, portal ads, such as marketing hot pet, various forums, industry sites are also favored by capital, but the most influential, but also only search engine marketing, Although then the SEO is still very mysterious, at that time the PPC is also very cheap;

Phase III: WEB2.0 phase (2006-2013)

With SNS Interactive community and micro-blog products such as the emergence of the internet has experienced the invasion of social media, WEB2.0 has become an important milestone, to the center of the original Internet products also changed the operating mode, but web2.0 under the Internet is still a tool + marketing form, The biggest change is form from one-way receive into a more interactive, network Marketing category also began to magnify, network services and brand networking began to be valued; Because of Google's exit, Baidu in the domestic a single large, PPC advertising is still many industries rely on the survival of the network marketing methods, SEO also began to become a pan concept, in the past few years the fiery development.

In the web2.0 era, iOS and Android spawned and driven the entire mobile internet revolution, although the global Facebook and Twitter boom was insulated from domestic users, and domestic SNS developed deformed, Domestic microblogging not only exert too late and no balance between commercialization and product development contradictions, but the emergence of micro-letters, or to make many people's eyes, they believe that the mobile internet marketing model is finally clearly visible. However, no one knows, then amateur marketing staff, advertising in the traditional Web sites and search engines, but also can be rewarded, but the ROI is high and low problem; Put the advertisement into web2.0 marketing, also have to prepare for the harvest at all times, because, web2.0 marketing is like Zen Tian tree on a fruit, extreme temptation but make most people difficult to reach. Few unsuccessful people are willing to admit that they have made a wedding dress for each web2.0 new platform, and most of the losers are rethinking whether the money is not enough or the candidate is wrong.

In this piece of chaos, the 2013 internet did not usher in web3.0, but ushered in the "internet thinking" the big concept of the birth. It looks as if the Internet is finally going to get rid of the "tools" that directly invade the marrow of the commercial system and begin to regain its blood for the Internet business model. But after reading the theory and the case, you will find that it is not directly related to the mind, it still follows the conventional network technology and marketing methods, it still adheres to the growth process of its own industry, did not derive a new product form, the so-called new model but from already play rotten industry a transplanted to the turtle industry B, those who succeed , is not successful in the internet thinking of the magic, they often have the internet for many years of cognitive accumulation and operation experience, can be based on the traditional industry to make successful changes.

It would be silly and naïve to skip the previous three stages and hope to skyrocketing through the internet thinking and even turn the industry around. Especially for the network did not spend a penny, and even the site did not build a good enterprise, it is necessary to be pragmatic, you can be tricky at once on the synchronization of the above mentioned "three stages", but can not skip them straight up on the empty talk "Internet thinking."

The basic function of the Internet is the tool to use the tools first, and then to see whether their own conditions to meet the internet characteristics, and then to change the "thinking" direction to make adjustments.

Facing the whole industry, how to operate, to achieve the "internet thinking" dream?

Let's take a look at some of the most important features of the Internet:

1. Quick response

2. Go to the center

3. Data

4. Mobility

5. Relying on technology

6, the user is supreme

Let's take a look at what the Internet and it technologies can bring to the business:

Formally speaking: Internet can bring network environment, website, software, hardware, mobile end, big data ...

From the functional point of view: The Internet can bring network marketing, network services, office automation, customer relationship management, operation management, data analysis ...

Some enterprises began to understand that the Internet as a "tool" can assist enterprises to pry open the market and management, do the site and do OA became an advance topic: The website is a coat, is the image and Word-of-mouth foothold, incidentally also can drive online marketing, OA is underwear, promote internal blood circulation. But it does not mean they have internet thinking. The reason is very simple, the above functions have no interaction, no excavation, no platform, did not reach the internet literal meaning of the "interconnection", they are independent of the camp, emphasizing the independence of individuals, but ignore and weaken the overall progression. The result is high communication cost, poor business process supervision, waste of marketing cost, low service level ... Ultimately, there will be a low profit and a bad reputation, and internal management will become increasingly difficult.

So, you'll see, that's far from enough.

Technology without deep integration into the business system is just a low-level tool. The traditional enterprise needs the cognition promotion of the business chain, not the blunt technology grafting. Moreover, technology is only one part of Internet tools. For example, technology makes communication no distance, but the core of communication remains the communicator's ability to understand, escape, and interpret information, rather than the way it is transmitted. Web sites, software, and data are not simple technical problems, they should be located in the operating system, and is a very important part of the operation process.

Since there is such a disconnect, how to use the Internet thinking to transform the traditional industry mode of operation?

1, to create high-quality network products

Note that the product mentioned here is an Internet product, and it is the perfect line of the entity business. Websites, WAP sites, mobile apps, micro-letters and other third-party platforms, enterprise-class software products, the internal core is content (products) or services, the external core is the user, products and users of the same key, two-way complementarity. Products to have an organ, the product is not only developed for users to use, but let the enterprise business chain and users fully interactive.

2, Network marketing combination Boxing

The ultimate goal of marketing is business transformation and brand deposition, regardless of how the terminal changes, the beginning of the marketing will always aim at the flow of the entrance, the initial period of the Internet, traffic is not outside the search engine, media sites and software built, bundled or even hijacked, social media and mobile Internet, app channel distribution The interaction of core products such as micro-blogging (user participation, platform recommendation, large forwarding) has become a new battlefield. It is also a reason why I say that web2.0 marketing is more cautious than traditional online marketing, depending on the access habits of the existing user groups and the ability to develop and lead users to the new platform.

3. Interactive operation of all staff

An operations team, in addition to a brain operator, and a large number of hands and feet of the operators, but also need to have eyes, nose, ears, mouth and even the butt of users to participate in the user's senses and emotions, to be highly involved. It should not only be the user feedback on the questionnaire, but also the user's behavior analysis, data induction and trend prediction. Operation is not only internal work, will be issued to the user, to assist enterprises to improve service quality and form Word-of-mouth communication and brand precipitation, to create a central light operation mode.

4, the data above all

In the "data-driven company" How to use data to make decisions, the article refined a few data management methods, for data analysis, must be clear, data is not a number, analysis is not statistics, data analysis is not so simple as digital statistics. The data Analysis Department is the CIA in the enterprise, which provides the overall information support, the existing process efficiency analysis, the industry monitoring, the follow-up improvement decision suggestion and the future direction forecast. Believe but not superstitious data, let data decision instead of subjective decision.

5, Mobile Internet tide

Mobile internet will never be the ultimate form of the Internet, always pay attention to the changes in the Internet industry, one is to grasp the first-hand information, the rational face of the current fiery platform and concept, the second is the next blue sea coming, can take the lead to understand the depth.

The mobile internet will eventually surpass the PC to become the first flow and portal platform, but because of its product differentiation, it will not completely replace the status of the PC. Even if voice interactive technology, even the development of thinking Interactive technology, mobile end is more focused on the content of consumption and interaction, content creation and mining efficiency is still very low. You can play without the micro-letters, but be sure to understand the nature of the PC and mobile terminals, because they affect the source of your industry's ability to digest capital.

6, the hardware possible reverse attack

Wearable equipment in 2013 that's something that makes a lot of people itch. With the evolution of intelligent terminals, remove small wearable electronic products will be in the medical, sports, entertainment industry priority applications, smart home, smart cars, intelligent building, all have the concept of release, in order to control the bandwidth and data source intelligent equipment, millet, 360, Baidu and other manufacturers have begun to develop intelligent routers. All this proves that the future of the industry, there is the possibility of a reverse attack through the hardware.

7, to create a rationalization platform

Independent development of the business module should have an independent department, business and even the new company framework. The challenge of the Internet field is swift and numerous, through the advantage of different latitude of platform, such as business depth + industry big Data + operation Ability + Network product quality + Marketing effect + new trend adapt ability + hardware + ... In order to build a large platform, both in their own industry, or in the Internet industry, no one can be the enemy.

Focusing on the "Internet thinking" system and the concept of the researcher, more emphasis on methodological elaboration, and this article is more focused on the landing operation level, for many in the transition period of enterprises to provide more practical implementation methods.

Theory helps us see the world, and practice makes the world a better place.

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