What does Internet thinking bring?

First, the origin of the term "Internet thinking":

The word "Internet thinking" was first put forward by Li Yanhong. 20 1 1 Li Yanhong occasionally mentioned this concept in some speeches, which means to think based on the characteristics of the Internet. His description was very fragmentary, so it didn't attract attention. On Zhihu, one of the major community websites in the Internet industry, the earliest question about "Internet thinking" can be traced back to 20 1 1, but almost no one answered it at that time.

On 20 12, lei jun began to frequently mention a related vocabulary-internet thought. In recent years, Lei Jun has been trying to summarize the uniqueness of Internet companies and make a structural analysis. From his two articles, we can trace back to the changes in his thinking: two long exams on the Internet in 2008, and 20 12 armed himself with Internet thoughts. Lei Jun used this word in every public speech on 20 12, but Xiaomi's influence was limited at first. Except for a lot of rice noodles, it did not attract others, including the media.

20 13 with the increasing exposure of lei jun, some media people such as Luo Zhenyu began to mention "internet thinking" frequently (it seems that "thinking" changed back to "thinking" from Luo Zhenyu), and some journalists in TMT industry began to quote this word.

20 13 we can see that "internet thinking" has the following important exposures:

—— 2013165438+10.3, the news broadcast released a special report: What did Internet thinking bring?

-2065438+2003165438+10.8, Mark ended his speech with the following sentence: the Internet has changed industries such as music, games, media, retail and finance, and the spirit of the Internet will change every industry in the future. Even if traditional enterprises can't figure out how to combine the Internet, they must have Internet thinking. (Excerpted from Ma 20 13 "Daonong Salon" speech)

The continuous quotation of industry leaders and news broadcast quickly pushed the word to the forefront. Later, we saw that all kinds of media waved flags and shouted, and all kinds of interpretations became more and more noisy, and they were very lively for a time.

Second, why can the word "Internet thinking" be on the altar?

The direct reason for the popularity of this term is that some enterprises are getting bigger and bigger (Tencent's market value 1000 billion US dollars, Xiaomi's valuation 1000 billion US dollars), and practitioners are becoming more and more confident. They need a word to express the difference from traditional enterprises and distinguish their identity.

It is nothing new to carefully study all kinds of comments related to this vocabulary, whether it is user-centered, enhanced service, data management, etc. In the early years, related expressions have appeared in some industries, such as household appliances, fast-selling, retail, real estate and so on. There is no big change. But why can it be fried? This has to talk about the development of Internet technology, which is divided into four stages.

1. The core essence of the Internet is to digitize information and complete storage and transmission on this basis. After information becomes "bits", the efficiency of communication is greatly enhanced. This change is the difference between turtle speed and light speed, so the change brought to human society is also subversive. However, this change is gradual, because people's demand for information dissemination efficiency is not consistent, and scientific research institutions and military units have the most urgent demand for information exchange efficiency, so they became the inventors of the Internet, and the Internet really entered the civil stage after more than 20 years of start.

2. Because the Internet mainly changes the efficiency of information transmission, most Internet companies structure information and provide services on this basis. Briefly classify, about this:

A. Information exchange: such as communication tools, mailboxes, e-commerce platforms, communities, etc.

B. Information and entertainment: such as interactive games, audio-visual websites, etc. ;

C. Information security: such as network disk, cloud disk or antivirus tools;

D, information computing: cloud computing, data mining, etc. ...

No matter how complicated the positioning or description of these enterprises is and how chaotic their business is, you will find that most enterprises still provide information services.

3. Human activities are essentially composed of two kinds of communication, one is information flow and the other is logistics. With the rapid development of information technology, the transmission efficiency and security are continuously improved, and the unit cost is continuously reduced, which also affects the circulation of materials. Many information exchanges that need to be carried out on objects can be virtualized. Film was quickly integrated because of its poor cost and effect, while paper has some inherent advantages and is still in the process of integration for the time being.

4. Since the Internet aims at the information revolution, it is bound to move towards the Internet of Things, that is, the seamless connection between things and the integration of people and things. There are several news items for reference: "A, Honda has developed a technology that can control the robot's body mass index only with human brain thinking; B, the first thinking controls the exposure of the aircraft. " From Google's driverless technology to French robot NAO, wearable devices, telemedicine, 3D printing, smart home ... Through the development of these cutting-edge technologies, we can foresee that technological innovation based on information control will further change the production and lifestyle of the whole world.

It can be found that there is no difference between "Internet enterprises" and "traditional enterprises" in the future, and all enterprises are Internet enterprises.

Some practitioners are eager to express their inner excitement because they understand this. 20 13 is another fruitful year for the domestic internet industry. E-commerce and new media have gained a lot of attention, and the new government's emphasis on innovative enterprises has spawned the interest of various media. From the Baidu index, we can see that news broadcast is undoubtedly the key fire source to ignite this cluster of flames.

Third, do you want to have "Internet thinking"?

Because Internet technology is changing the production and lifestyle of human beings, if there is no certain understanding of the development trend, there may be great risks in the strategic decision of enterprises. Some industries that focus on information services are being impacted by Internet technology and are rebuilding new forms of competition.

Media: We often use traditional media and new media to make some distinctions. In fact, the media provides the service of editing, summarizing and publishing graphic information and image information. As for whether the carrier that reaches the user is paper or smart phone, the difference is really not big.

Communication: Needless to say, you can literally understand its changes over the past hundred years.

Finance: It is also an information service, and the universal equivalent of money itself is very easy to be virtualized.

Retail: Based on information asymmetry, the commodity premium space has been squeezed by the Internet. At present, the services provided by the offline retail industry are tilting towards the experience economy.

Household appliances: The reason why they are put together is that both of them belong to the category of smart home in the future, and there should be great integration between them at the enterprise level. Google's acquisition of Nest should show the future trend of this industry. If Xiaomi really wants to make Gree nervous, as long as he develops a family information control system, he can integrate the air-conditioning services provided by Gree in the future.

Transportation: The development of mechanical technology in this field has entered a very stable state, and the next technological breakthrough is mainly in the control system. Tesla's biggest impact on the automotive industry is not energy, but control technology. From cars, ships to airplanes, it is difficult for most enterprises to give consideration to intelligence and safety, so the digitalization of control systems is developing very slowly. I believe there will be great changes in this aspect in the next ten years.

Industrial production: "3D printing" in rapid prototyping technology has attracted the attention of various media since it was tried for civilian use. In fact, related technologies have been developed for decades. At present, the overall rapid prototyping technology is still very rough, but it can be seen that in the future, the communication between design and manufacturing will be more and more convenient, and the loss of information will be lower and lower. The overall development trend is that design is manufacturing, that is to say, the global design resources and manufacturing resources will be more closely combined because of the Internet.

The above simple examples illustrate that although Internet technology simply accelerates the transmission of information, the linkage reaction triggered by it covers all aspects of society.

Fourth, what exactly is "Internet thinking"?

As for the true essence of "Internet thinking", there is actually one thing: in the era of mobile Internet, information exchange in any link will be accelerated, and the Internet has changed the efficiency of information transmission.

As for how to consider the business strategy of an enterprise more specifically, it can be summarized from five aspects: strategy, operation, positioning, channel and pricing.

-resource organization from outside to inside and efficiency-centered management system;

Because the internet has opened up the global information transmission, the external resources of enterprises can be screened in a wider range, from Nike's global integrated production resources to ZARA's global integrated design resources, from IBM's defeat of Apple's hardware department because of outsourcing to google's long-tailed advertising empire. We can see that not only any hardware resources can be purchased on a global scale, but also information resources can be organized across regions, which requires that the management of an enterprise should not only be established within the enterprise, but also export a standardized system to the outside.

However, in the face of the vast external environment, how many resources need to be integrated? How to integrate more efficiently? In what scope is the core competence of an enterprise concentrated? Only by answering these three questions can we understand the development strategy of the enterprise. Because external resources are open, any business model will be quickly copied in the Internet era with transparent information, and only competition based on the same business model can maintain the development of enterprises.

-Innovative management through crowdsourcing and establishing customer error correction mechanism;

BAT (Baidu, Ali, Tencent) is also a venture capital company, and Google and Apple are constantly making arrangements through mergers and acquisitions. It can be understood that all innovations are made through external crowdsourcing. Talent resources are the most expensive means of production in the Internet age, and it is impossible for any enterprise to monopolize it at this level, because the population base is very large and the talent screening mechanism can not be established by the strength of enterprises, but the information is so developed that we can keep up with the development of various technologies in a timely manner around the world and wait for opportunities.

As for taking users as the center, this is one of the core essentials of any enterprise. With the development of mobile internet technology, the communication channels between users and enterprises are very smooth, and enterprises can completely incorporate user feedback into the error correction mechanism, form a standardized system of internal innovation, and accelerate the product update cycle. Therefore, rapid iteration is not a magic weapon to win, and the error correction mechanism behind rapid iteration is the core weapon. If you are wrong, the faster you iterate, the faster you will only leave the industry.

-accurate market positioning, extensible competitiveness and innovative brand personality;

In the Internet age, consumers are faced with unprecedented choices in any product. A consumer can screen goods around the world, or he may have been exposed to services around the world. Large enterprises often set up certain barriers through user stickiness and control of information resources. For a new enterprise, it is necessary to complete a breakthrough innovation in a certain link to solve its own survival problems, which may be a very segmented and niche market.

In order to facilitate the diversified adjustment of business scope after market segment breakthrough, it will bring convenience to the growth of enterprises to create a personalized brand image with innovation ability as the main factor. Xiaomi brings the people-friendly image of young people into the field of home appliances, 360 from network security to family security, the inspirational story of Huang Taiji, the perfect paranoia of sculptors, and the subversive legend of Ali. These brand personalities ultimately point to innovation, but their strategies and methods are different.

-Diversification of information promotion channels, and the transfer of logistics to intensification;

At present, the channels for consumers to contact information are very scattered, and the traditional promotion model of hard and wide+soft text+display needs to be further subdivided according to the communication channels. In order to facilitate communication and use the most efficient word of mouth, enterprises must make a breakthrough in the sense of form and show some paranoia. Whether it is Haidilao, Xiaomi, Huang Taiji, or Diao Ye, they can choose to show their paranoia in any link such as products, services, business models, research and development, and reflect their attention to user satisfaction. It doesn't really matter which link is the center. Only when the sense of form is absolutely different can word-of-mouth spread be valuable.

Corresponding to information dissemination is the intensification of logistics. In the era when information dissemination is restricted by geographical areas, logistics and information flow are synchronized, and an enterprise needs to transit through warehouses to reach customers. With the improvement of the dissemination efficiency of graphic, audio and video information, relying on information can make consumers look forward to the experience, so logistics can completely lag behind information and carry out more systematic distribution and management.

-Multi-level pricing strategy, shifting the transaction from basic services to value-added services with higher premium capacity;

Behind the free is the rich supply in the Internet age. If there is only one search engine and one communication tool in the world, then none of them are free. The Internet industry is so rich in free, which is closely related to whether the supply capacity is sufficient. Like other industries, we are an era of global consumption integration and global supply integration.

Because it is difficult for basic services to generate high premium, the pricing strategy must be transferred to value-added services. The income of QQ to solve the survival problem comes from the traffic fee of mobile QQ; What IKEA sells is not furniture, but a simple, beautiful and cost-effective solution, so the profit gap between different products of IKEA is very obvious; In China, McDonald's not only sells hamburgers, but also sells fast food. Disney can sell authorized goods with a retail sales of more than $30 billion a year around the world through cartoons provided by movies and parks; These are all successful cases of pricing strategies when the supply is very sufficient in the Internet era.

Verb (abbreviation of verb) conclusion

In fact, due to the different development of communication technology in the world, the application degree of Internet technology in various industries in China is also different, and the competitive situation reflected in various fields is also different. If it involves specific products of specific industries, it needs specific analysis. There is definitely no strategy to cure all diseases. When someone in an industry starts to want to write a book for himself, it shows that there seems to be a serious bubble in this industry. I believe that many followers under the banner of "Internet thinking" will soon die on the beach.