Web search: Subversive concept sharing in mobile internet age

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How the mobile Internet era occupies its place is now big and small enterprises are thinking of the problem. Now 51 searched the Net editor, sorted out some original viewpoint to share to everybody:

The smaller the No.1 positioning, the better.

In the past we liked the broad positioning, often said, 1.3 billion Chinese people, each gave me a dollar to be able to make a fortune, 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.2 different models of brand formation

Compare the traditional and internet completely opposite brand "nurturance" path: Take millet as an example, obtain the loyalty of hardcore fans first (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.

The two basic characteristics of Internet thinking-"product is the first driving force" and "experience marketing", determined in the user more and more easy to reach the product, more and more easy to form Word-of-mouth current, brand path also happened this reverse transfer.

No.3 change the cost structure of the original industry through the change of information interactive means, this is subversive innovation.

Who said that? Huang Taigi CEO Hering a word. This sentence is to what "internet thinking" a textual research, what is the Internet thinking? Is it free? Get a tweet, give your boss a V, get a micro-letter, develop an app, is that 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. Change the cost structure to use is from the media.

In the marketing budget of traditional mobile phones, there are add used in the ads, Samsung 14 billion dollars a year marketing investment, the equivalent of 1 Motorola, 2 Nokia, 3 HTC, 4 BlackBerry, the ads to play to the extreme; so here in millet, when Li Vanchang first with Lei to 30 million advertising fees, It's no exaggeration for a new brand. But later Millet did a completely different way: The new media, from the media, changed the cost structure.

This is only one aspect ...

Today, too many people, including large enterprise managers, also confused two basic concepts-"digital" and "Internet": they think they do is the Internet, in fact, only digital, digital, you can only improve 10%, and the real Internet, you can release another 90%! The Internet of millet brought cost structure change: 0 channel fee, 0 advertisement fee.

Now take a look at the three-tier understanding of Internet thinking, whereby you may be able to update your own knowledge by the way: The Internet is a tool to improve efficiency and reduce costs. Level two Internet: Use the Internet to change the operation process, E-commerce, network Marketing. Three-tier Internet thinking: Using the Internet to transform traditional industries, business models and values innovation.

For the current 51 search network (www.51sole.com), at the second level, on the one hand from Business-to-business E-commerce properties, on the other hand we also grasp the current trend, to hold their own direction. Of course, we should have the direction to the three level Internet. For example, we create the value of innovation is to be able to integrate the entire network of business opportunities information, in the shortest possible time, to provide enterprise customers.

Truth and parity net, is the same, through the integration of the industry's big head of information, to seize the hearts of people and to seek cost-effective goods and services demand. When it comes to satisfying the needs of a company that is not even conscious of itself, everything is in the way. All we have to do is tell the business that you are not in trouble, we have done it for you.

No.4 "Non-advertising marketing" era coming

"Non-advertising marketing", rather than "non-marketing"; Millet can say "0" advertising, but it is not "0" marketing, but the marketing dismantling, breaking, integration to products, integration to customer service, integration to all contact with the user link. Millet 30 People's Forum team, 30 people's micro-blogging team ... Isn't that a commitment? Only money is spent in different places.

No.5 emotional experience beyond functional experience

In the past the Industrial Age product is functional standard (FAB), is to see the effect, see you have what function others did not (fab:feature, attribute; Advantage, Advantage; Benefit, customer benefits).

Searched the Net editor has always believed that today do product emphasis is no longer functional experience, but emotional experience, the core has two points: first, the ultimate experience, the second is a strong emotional appeal.

What the new generation is now pursuing is not the function, the efficacy, or even the logical rationality, but perhaps the simple phrase "I am happy". Only the product touches the user's mind and provides the value beyond the business to have a chance.

I recently in the process of marketing services for enterprises, more and more found: "Marketing itself to create value," said the phrase is to hope that we forget the "publicity" this concept as soon as possible. What do you have to advertise? No, your content, products, services are the best publicity for you, and what you have to do is not to advertise but to create value.

The Web editor said: Marketing is our uncertain way to deal with the uncertain world. The so-called soldiers to block Prito, need to have enough insight and analytical ability to determine their marketing direction, need to have enough IQ and EQ to create their own business value.

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