Mobile Internet Entrepreneurship: You are a fool if you don't eat, drink and be merry; you would rather be a happy fool than do it.

After working on the mobile Internet for several years, Wei Song got tired of those illusory concepts and decided to make a product that really meets the needs of users. He believes that the entrepreneurship of the mobile Internet should be pragmatic and focus on "eating, drinking and having fun". He is not a real gamer, so he plans to start with mooncakes.

When many people heard that Wei Song was selling moon cakes, their first reaction was to laugh. However, after laughing, everyone still thinks that this incident is as happy as raising pigs in Ding Lei, and that the Internet marketing model is the same as Lei Jun's selling Xiaomi mobile phones.

Is that really the case?

Two men have a moon cake.

"I have been in Beijing for more than ten years. I used to eat moon cakes in my hometown during the Mid-Autumn Festival. It was not until a few years ago that my hometown people sent it by courier (thanks to e-commerce, of course), or our locals engaged in activities in Beijing, that the Mid-Autumn Festival could taste the taste of moon cakes in my hometown. "

Speaking of the original intention of making moon cakes with Wei Song, co-founder of the Great Wall Club, Lv Zhidao, a senior curator and co-founder of Kazuki Watanabe musician Unlimited, talked about this unforgettable experience. "Last Mid-Autumn Festival, Wei Song came to my house to eat moon cakes, which reminded him of his childhood memories. So we had the idea of making moon cakes. "

"I have been doing the Great Wall Club for four years, and both myself and the Great Wall Club hope to have a new challenge. In the mobile internet circle, I have seen too many concepts, one is better than the other. But I want something real. "

On the evening of August 28th, when I was interviewed by the reporter of Network Herald at the launching ceremony of "Happy Night-Celebrity Salon in China Circle", I seemed a little tired-maybe it was a day's reception and entertainment, maybe it was a few years' Internet struggle career. He said that there are still a lot of opportunities in the mobile Internet, especially when 20 14 smart terminals are highly popular. However, he hopes to penetrate traditional industries through the mobile Internet and seize some "real" things. "Mooncakes are real goods. Mooncakes in Wuchuan, Guangdong are very distinctive and unique in the country. However, modern people don't care much about traditional festivals. Today, so many celebrities get together to taste moon cakes, which has a sense of reunion ceremony and can also be said to be the inheritance and spread of traditional culture. "

In an interview, Wei Song mentioned the word "truth" many times. For him, the current "real" taste is given by Wuchuan moon cakes. After a while, this taste may come from the special flavor of Spring Festival, Lantern Festival and Dragon Boat Festival, and from the long-standing traditional festival culture in China ... "From the perspective of culture, making a moon cake is so simple, culture is valuable, and moon cakes can be turned into very specific products."

Lv Zhi said, "We should provide high-end, environmentally friendly and healthy customized services. Set up a special company in Wuchuan next year to launch a taste suitable for Beijingers. "

This is not their wishful thinking. In fact, Quan, member of the Standing Committee of Wuchuan Municipal Committee and executive deputy mayor, also said that Wuchuan's moon cakes are very popular in Guangdong despite their distinctive features. Last year, with the participation of the municipal government and under the guidance of Wuchuan Moon Cake Association and Technical Supervision Bureau, moon cake manufacturers drafted and formulated moon cake standards, which have strict requirements on raw materials, storage, production technology and hygiene standards. However, they didn't think much about spreading moon cake culture and marketing through e-commerce. Now, the internet has given them unlimited possibilities. He is very optimistic about Wei Song's mode of operation.

Quan Kewen said: "In the Internet age, it will first affect the Internet elite, making Wuchuan moon cakes more famous and well-known throughout the country."

Circle cultural business

"There are too many moon cakes. How do we compete? "

Perhaps inspired by Google Chef or Ding Lei's pig raising, Wei Song found that paying attention to healthy food has become everyone's knowledge, and the IT elites' demand for healthy food is more urgent because of the nature of their work.

"The first thing to do is to turn around," Wei Song said.

"We mobile Internet people are studying the client every day, where to buy customers, why not stay with customers directly?"

"Industrialization? I really don't have that big ambition. I don't pursue scale effect, only for high-end customers at the top of the pyramid. After all, I work in the mobile Internet, and consider the combination of the mobile Internet and the traditional moon cake industry, starting from the circle of the mobile Internet. We don't aim at individual customers (B2C), we only do ten customers (B2B) this year, and we can do personalized high-end and customized combination services in the next step. It is true to do cash flow business. "

Obviously, this customer-oriented strategy has largely avoided the confrontation with the traditional moon cake giants and won time for the next expansion. However, Wei Song remains very cautious. "I'm just a pilot. I don't know how much I can do. It doesn't matter if I become a pioneer. "

Having said that, it is not so easy to be a pioneer. At least according to Wang Xia, assistant to President Dangle.com, Wei Song has done something very innovative. "Moon cakes are sent every year, and both customers and employees send them. The Mid-Autumn Festival is coming. Without this item, there seems to be no atmosphere and no Mid-Autumn Festival, but repeating it every year seems to lack originality. He took the high-end gift customization route and used the circle culture to do it. "

Wang Xia believes that from this perspective, Wei Song's making moon cakes and Lei Jun's selling Xiaomi mobile phones are essentially the same thing, and they both use their contacts and influence in the circle to make a fuss. "Lei Jun's influence is only a little bigger. Xiaomi's mobile phone has more Internet marketing methods, so in this case, the circle culture is very hidden and ordinary people can't see it. The fact that Wei Song sells moon cakes has a little more dominant ingredients. "

"I began to think that he was selling moon cakes through the mobile internet model (smart phone)." Sun, an analyst at iResearch, was slightly disappointed. In her opinion, Wei Song seems to be a ticket player. If you only rely on the connections in the internet circle, "can you be big" is indeed a question: "The particularity of his identity plays a decisive role, and it is ok to do it as a case and his own interests, but from the perspective of the industry, this method is rarely used."

Circle means identity, lifestyle and personal taste, and it also means a platform with certain characteristics. Circles have many characteristics. If we must judge from the commercial value, then the gold content of different circles is different.

From the invited guests of "Celebrity Salon in China Circle" on August 28th, it can be seen that Wei Song's circle is quite good in gold content, including big names in the internet and investment circles, celebrities in the literary and art circles, and many well-known social figures.

In this regard, a person who does not want to be named believes that "this matter is not essentially different from the Great Wall Club, and it all serves a specific circle." But he is more willing to understand this kind of network resources as SNS: "The social trend of flexible application of the Internet, because these things are things that go deep into everyone's bone marrow. Similarly, the festival card he holds high may have many factors that return to traditional culture, but it may indicate that he is tired of copywriting. "

Zhang Xianliang, a famous writer, once said that if you live well, you go through circles. Perhaps, I want to breathe some fresh air, and the art circle where Tao is located may give him new inspiration.

The balance of moderates

"The mobile phone is the entrance to the mobile Internet, so what is the entrance to the moon cake?" Sun Huichong smiled from ear to ear: "Mooncakes are imported directly."