Who is innovating and who is playing tricks?

When the word "internet thinking" was formally put forward, it is impossible to verify it now. Baidu Encyclopedia explains Internet thinking in this way: "Internet thinking is a way of thinking to re-examine the market, users, products, enterprise value chain and even the entire business ecology in the context of the continuous development of technologies such as (mobile) internet plus, big data and cloud computing." Although this concept is not comprehensive, it also tells some truth.

From last year's hype to this year's gilded blessing of internet plus concept by the government, Internet thinking has become orthodox. The Internet is about to enter the fast lane and become a real outlet. Whether it is above the temple or far away from the rivers and lakes, the Internet thinking that must be praised has become a prominent school. However, the development of Internet thinking has been accompanied by controversy and discussion. What innovations have Internet thinking brought? Who is playing tricks with Internet thinking?

Innovation and Revolution under Internet Thinking

Internet thinking is not so much a way of thinking as a refinement and generalization of new technologies and modes of the Internet. Mobile Internet technology has broken the information centralization in traditional production relations, and even cancelled the asymmetric links directly, thus realizing the reconstruction of production relations on a large scale and greatly liberating and improving productivity. From this perspective, Internet thinking is convenient thinking, user-centered thinking and digital thinking. It has helped long-term backward industries achieve breakthroughs and qualitative leaps.

There have been two industrial revolutions in history, represented by steam engines and electric power, which have greatly improved and even subverted the old productive forces and relations of production. Judging from the characteristics of the current mobile internet era, it can basically be called the new industrial revolution, at least it is an important part of it. The conditions and standards of industrial revolution are: major changes in production technology; The new technology is basically mature; After practice, it is reliable, suitable for large-scale promotion and applied to physical industries. These are the basic conditions that triggered the industrial revolution, which led to a sharp drop in the original unreasonable production costs, a major adjustment in the industrial structure, and a major change in the mode of production organization. These are several important criteria for judging the industrial revolution.

So far, these standards are suitable for the development of the existing mobile Internet. Due to the long-term innovation and development of terminal equipment and network, the mobile phone has completed the iteration, basically reaching the performance of PC, but the mobility and convenience are far better than PC; With the maturity of 3G technology or 4G technology, it has been popularized and popularized on a large scale around the world. In many remote countries and regions, such as Africa or South America, it is convenient to obtain information and enjoy the convenience of technology through the popularization of smart phones without using a PC. After completing the online transformation, the mobile Internet began to migrate and spread to traditional industries. The popular O2O service in recent two years is the best example.

For example, the most typical representative of O2O industry is taxi software. The existing taxi itself does not use revolutionary technology, but uses the mobile internet model to transform the original backward taxi model. Because the taxi company has a lot of money, the original taxi calling efficiency is low, the taxi vacancy rate is high, and the probability of passengers taking a taxi is low. When the mobile Internet entered the original production relationship, drivers and passengers eliminated the barriers of information asymmetry through technologies such as LBS and instant messaging of taxi software, and solved the chronic illness of low efficiency in industries where passengers had difficulty taking taxis and drivers had no business.

More importantly, under the massive data analysis of drivers and passengers, we can transform the original unreasonable places and extract valuable new business models. Taxi software can distribute orders by recording drivers' behaviors, including historical orders, detours, comprehensive evaluation of passengers and so on. It has effectively improved the disadvantages of traditional taxi drivers' low service awareness and passengers' inability to effectively participate in effective promotion and supervision.

The most effective big data system in the era of mobile internet is that it can analyze and predict some situations in advance, such as changes in traffic conditions, and some orders will generate high-incidence areas in the future. As this kind of big data accumulates more and more, it gradually spreads to generate more value. Including advertising and precision marketing, through the record of travel trajectory, you can connect to local businesses. This will have a great impact on the commercial system of the whole city.

There are countless cases related to this, such as Xiaomi's new marketing model, the transformation of traditional takeaway when the takeaway is hungry, and the transformation of traditional real estate sales by Fangduo. Internet thinking has effectively participated in the original production relations through new technologies and new ways, and this climax of transforming the old model is far from coming. From this perspective, Internet thinking is not too much now, but far from enough. The mode of production of the Internet will have a fundamental impact on all aspects of human life.

Who is playing tricks under the internet thinking?

Milan Kundera mentioned in the Jerusalem Prize speech at 1985: "The most surprising thing is Flaubert's own view of ignorance. He believes that science and technology are prosperous, and social progress has not eliminated ignorance, but ignorance has grown with social progress! " "Flaubert specially collected some popular expressions, which ordinary people often use to show off their eye-catching and keep up with the trend. He compiled these popular expressions into a dictionary. We can learn from this dictionary: "the stupidity of modernization is not ignorance, but eating all kinds of ideas alive." "

Unfortunately, by 20 15, this kind of modern ignorance and the swallowing of new ideas did not stop, but was intensified by people with ulterior motives. Internet thinking is one of the typical cases. Lei Jun's tuyere theory is well known. When the enthusiasm of internet thinking blows up, in addition to real entrepreneurs, there are all kinds of ghost birds flying in the sky. Gao has produced a series of deceptive programs and commented on a series of arrogant, boastful and deceptive politicians. Xunzi's "Non-phase Chapter" gives a more appropriate definition to fools, saying: "Fools can still falsely bully and humiliate among ethnic groups." People who talk nonsense at the right time will naturally not be empty in the prosperous age of internet thinking, and all kinds of false people will emerge one after another, using "internet thinking" to play with concepts, win eyeballs and gain fame and fortune. So Huang Taiji, who sells pancakes, Ma Jiajia, who sells jumping eggs, the sculptor who eats blue lobster, Huang Huan, who has done nothing, and the success of WeChat business. ...

They have a good understanding of the Internet and human nature. They know the preferences of onlookers and investors, pack their limited or mediocre things with the sacred concept of internet thinking, and start to sell and realize them all over the street when the project has not started or has a slight eye. They skillfully combined the concept of success with entrepreneurship, and then they were dubbed the new title of Internet thinking. They are marketed and disseminated to the public and followers through the Internet, attracting all kinds of eyeballs and realizing their high premium and value realization, but the corresponding product system has not kept up or not at all.

Many people here are not real entrepreneurs, but talk show performers with the titles of entrepreneurs, successful sellers, etc., wearing the cloak of Internet thinking, doing activities of jumping the gods, and various fancy gimmicks also attract a group of fans to blindly follow or imitate. Just like the classic line Chen Jinnan said to Wei Xiaobao in Duke of Lushan: When dealing with those fools, you must never tell them the truth. You must hypnotize them in a religious way and make them feel that everything they have done is right. Therefore, "anti-Qing and regaining sight" is just a slogan, which is actually the same as "Amitabha".

Entrepreneurship has never been a happy and beautiful thing, and difficulties and obstacles will never stop. Internally, the maintenance and stability of the team, product development, direction trial and error, externally, dealing with investors, opponents' attacks and competition, the ever-changing industry and the arrogance of giants can not be solved just by standing on the stage and playing the role of a star or getting wet. Is it that the difficulty of starting a business under Internet thinking no longer exists? Successful people, such as Ma Yun, Ma Hua Teng and Li Yanhong, have never denied the difficulty of starting a business and changing. In human history, productivity has never been driven by mouth and jumping. Even Luo Yonghao, who has a glib tongue, does not rely on his mouth to solve the problems of supply chain and product research and development. After the sea chat, they still have to stay in the factory honestly and seriously solve all kinds of problems and difficulties encountered in production.

In 20 14, Huawei, which became the world's first telecom equipment manufacturer, issued an advertisement showing a pair of ballet dancer's feet, one wearing dancing shoes and the other naked and full of scars. The advertisement copy is: "Our life is painful and happy." Ren Zheng Fei is in a restaurant in Michelin. So far, how many people still remember what Huang Taiji, the founder of McDonald's, said in Kan Kan, Central Europe? What can prove its existence is the highest public comment but Samsung's evaluation.