Inventory: 9 big Internet thinking 20 rules (on)

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[The first paragraph] a no experience in the restaurant industry, people opened a restaurant, only two months to achieve the first place where the mall restaurant. VC investment 60 million, the valuation of 400 million yuan, this restaurant is carved beef sirloin.

Only a total of 12 dishes, spent 5 million yuan to buy Hong Kong gourmet wearing dragon sirloin formula; each pair of chopsticks are custom, new, after dinner can also take home; boss every day spent a lot of time staring at the dishes and Service dissatisfaction with the sound; opened before the burned 10 million to get a half year IC packaging and testing, during the invitation of the stars, up to people, microblogging large free trial ... ...

Why is it that the logic of the secret?

[2] This is a Amoy brand, in June 2012 in the days of cat on the line, 65 days after the Chinese network nuts sales No. 1. 2012 'double 11' to create a daily sales of 7.66 million miracle, ranked China Electric Commercial food first; January 2013 monthly sales of more than 22 million. Just over a year, accumulated sales of billions of dollars, and once again take IDG company $ 6 million investment. The brand is 3 squirrels.

3 squirrels with brand cartoon image of the package, out of the box, courier big brother message, nuts bags, sealing clips, garbage bags, the concept of brand transfer micro magazine, cartoon key chain, as well as wipes.

A Amoy brand, why should painstakingly do these?

[3] This is a business only 3 years of business. 2011 sales of $ 12.6 billion; 2013 sales in the first half reached 13.27 billion yuan, is expected to exceed 30 billion yuan in sales throughout the year; in the new round of financing, the valuation of 10 billion US dollars, ranked fourth in the domestic Internet company.

This business is millet. Lei Jun said that the sense of intervention is the biggest secret of millet victory. How to understand the feelings of intervention?

Although these three companies belong to different industries, but surprisingly similar, we are called the Internet brand.

Nine internet thinking

1, user thinking

As a manufacturer, must be from all the value chain of all links, to establish a 'user-centric' corporate culture, only the depth of understanding the user can survive. There is no contract, there is no contract.

There are 20 rules:

Rule 1: the 'Cock silk' was the world

Victory of the Internet products caught more 'Cock silk group', 'grassroots family' needs. This is a people claiming to be 'Cock silk' and bones that they are 'high Fu Shuai' and 'white rich' era. When your product does not allow users to become part of the product, can not and they connect together, your product must be a failure. QQ, Baidu, Taobao, WeChat, YY, millet, and both are carrying 'Cock silk' to dominate.

Rule 2: sell a sense of intervention.

One situation is on-demand customization, manufacturers to meet the individual needs of users can meet the needs of products, such as Haier customized refrigerator; the other is in the user's intervention to optimize the product, such as Taobao brand '7 grid', each A new listing, will put the design style into the management of the fans group, so fans vote, these fans choose the trend of the end of the trend, and naturally pay for these products.

So that users involved in brand distribution, is the fan economy. Our brand needs a fan, not just the user, because the user is far from no fans so devout. Fans are the best target consumers, once the infusion of emotional factors, there are shortcomings of the product will be accepted. The future, no fans of the brand will perish.

Movie 'small age' watercress score less than 5 points, but the film viewing crowd average spring and autumn is only 22 years old, these fans are Guo Jingming rich ore. Because of the large number of fans 'law enforcement', 'small age 1' 'small age 2' to create a cumulative more than 700 million box office myth.

Rule 3: Experience first

A good user experience should start from the details and run through every 11 details, allowing the user to perceive, and this type of perception to exceed the user's expectations, to bring joy to the user, through the brand and consumer communication all the chain, said white , Is to let consumers have been cool. WeChat version of the new account for the collapse of the account, is a very typical 'user experience first' choice.

The user's thinking system covers the most classic brand marketing Who-What-How model, Who, the target consumer - 'Cock silk'; What, consumer demand - sell the sense of intervention; How, how to achieve - full user experience first The

2, simple thinking

Internet age, information explosion, the user's patience more and more inadequate, so, must be caught in a short time to him!

Rule 4: Focus, less is more

Apple is a typical example, in 1997 Apple close to bankruptcy, Joe back the main return, cut off 70% of the product line, focusing on the development of four products, so that Apple turned around, back to life. Even to the 5S, iPhone only 5 models.

Brand positioning should also focus on giving consumers a choice of your reason, one is enough.

Recently, a very popular network of flowers brand RoseOnly, its brand positioning is high-end crowd, the need to wear flowers and those who need to bind the identity card number, and each person can only bind once, means 'life only love one person.' February 2013 on the line, in August to achieve a monthly sales of nearly 10 million yuan.

Avenue to Jane, the more simple things easier to spread, the more difficult to do. Focus only have strength, in order to achieve the ultimate. Especially in the entrepreneurial era, do not focus, there is no possibility to survive.

Rule 5: Simplicity is beauty

In the product design, to do subtraction. Appearance should be simple, the internal operation process to be simplified. Google home page is always fresh interface, the appearance of Apple, Tesla car appearance, are such a design.

3, the ultimate thinking

Extreme thinking, that is, products, services and user experience to achieve the ultimate, beyond the user expectations. What is the extreme is the ultimate is to catch the life.

Rule 6: build products that make users scream

With extreme thinking to create the ultimate product. There are three rules: first, 'demand to be accurate' (pain point, itchy point or excitement); second, 'their own to be forced to ruthless' (to do their own ability limit); third, 'management Stare '(the product manager had the world). All industries are media, in this era of social media, good products will naturally constitute a word of mouth spread.

Screaming, means that the product must be the ultimate; the ultimate, is beyond the user imagination!

Rule 7: Service is marketing

A Fu fine oil is well-known Taobao brand, there are two small details can be seen for the service experience of the ultimate search: 1) customer service 24 hours turns to work, use Thinkpad Little Red Riding Hood notebook work, because the use of such computer switching window more convenient, You can let consumers wait for a few seconds; 2) with 'CSO', that is, the chief happy officer, every day in the user's message to find a latent salesman or expert, find the future will be sent to the party for this possible Of the 'opinion leaders' manufacturing joy.

Sea fishing service concept has been a lot of people respected, but in the Internet thinking swept through the tide of all traditional industries, if the sea fishing can not use the Internet thinking to reconstruct the business, then learn, may be fishing. (Source: Cheng Lin Si language; text / Liao Chenglin; Editor: Research papers Download center)

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