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The earliest mention of the term "internet thinking" should be Li Yanhong. In 2011, Li Yanhong occasionally mentioned this concept in some speeches, meaning to think based on the characteristics of the Internet. But his description is very fragmented, so it has not attracted a lot of attention.
In 2012, Lei Jun began to frequently refer to a related vocabulary - Internet thinking. For several years, Lei Jun has been trying to sum up the uniqueness of Internet companies and conduct structural analysis. From his two articles, he can trace the changes in his ideas: 2008 "Two Long Tests on the Internet", 2012 "arming yourself with the Internet". In 2012, almost every public speech, Lei Jun will use the word, but at that time Xiaomi's influence is still limited, in addition to many rice noodles are highly respected, and did not cause others to follow up with the media.
In 2013, with the continuous improvement of Lei Jun’s exposure, some media people such as Luo Zhenyu began to frequently mention “internet thinking†(it seems to be “thinking†from Luo Zhenyu to “thinkingâ€), and some reporters in the TMT industry also Start to quote the word. On November 3, 2013, News Network publicly used the term in a report: "What does Internet thinking bring?"
On November 8, 2013, Ma Huateng also used this term as a conclusion: The Internet has changed the music, games, media, retail and financial industries. The future Internet spirit will change every industry. Even if traditional enterprises still want to How to combine the Internet, but must have Internet thinking. --- Excerpt from Ma Huateng's "Dao Nong Salon"
The continuous reference of industry leaders and news broadcasts quickly pushed the word to the forefront. After that, as we have seen, all kinds of media have screamed and shouted, and various interpretations have become increasingly rampant.
"Internet thinking" and "network marketing" of abrasives and abrasives enterprises
As a professional Internet service website for the abrasives industry, China Superhard Materials Network has always paid more attention to and sensitive to the Internet in terms of information technology services, and this is also the most important area of ​​the Internet impact on the abrasives industry. There are also business logistics and other aspects, but the Internet is mainly to reorganize the information flow). Judging from the changes in China's Internet industry that China has experienced so far, China Superhard Materials Network reporter believes that the connection between “Internet thinking†and the abrasive marketing company's online marketing business law is actually the following:
1. Decentralization. This is the biggest feature of the current changes in the Internet industry. It is also a feature that many traditional operators and even the older generation of the Internet industry are at a loss. No matter how fancy the gimmicks, this root cause change is real, so the gimmick can fool so many people. . From the era of traditional media, the spread of information has key nodes. Television broadcast newspapers and magazines, the key nodes of information are very clear, and control is very convenient. With the order of the regulatory authorities, the information that people are unwilling to see disappears. Even in the Internet era, the replication dependence of various news portals and vertical portals on traditional media is still very clear. In addition to the import control of search engine keywords, the monopoly of Internet information dissemination nodes is still strong, and it is still possible to control traditional media. End and focus sites to manipulate public opinion.
However, the changes brought about by the Internet are obvious. The difficulty of simply eliminating or controlling information is significantly improved, either by administrative power or by higher cost (for example, the purchase and elimination of Baidu keywords is very expensive). In the Internet era, the manipulation of information has changed. It is the information warfare. By dispersing opposite information or false information to obscure the facts, the user has no way to judge. The appearance of the water army and the brush list confirms that this practice is effective. So when the Internet era entered the era of twitter and facebook, the rise of similar websites in China, the madness of the water army became an unstoppable scene. In the case that the information dissemination node is completely shattered, even the traditional administrative control has lost most of its power, and it is not necessary to spend money to control the information circulation node. Therefore, in the face of the new information circulation model, how to win the trust of users and obtain the praise of users. In the past, the concentrated firepower and the portal, the traditional strong newspapers and media have basically lost their functions, suitable for all kinds of red people with decentralized characteristics. The emergence of the big V coincides with the moment, the so-called "self-media" argument is popular.
For Internet products and services that rely on media to disseminate brand information, this change actually has advantages and disadvantages. The nodes of traditional information circulation are broken and nearly dying. The advertising and information volume of enterprises investing in traditional media is greatly reduced. The difficulty of control increases, the cost increases, and countless companies that are difficult to adapt to this change are paralyzed. This is a drawback. I have a lot of friends who have known the public relations company for many years. I have complained to me in the past two years, saying that public relations is not as good as it used to be. In the past, I was pegged to the key media, and I dared to spend money to control the public opinion. Now this move is not working at all and cannot be controlled. To control the cost of public opinion to rise linearly, we must rethink. I also gave some ideas. But the decentralization, the beneficial side is that if enterprises can adapt to the changes of the Internet and establish their own information circulation nodes and brands, then the efficiency of information dissemination will be significantly improved, and the cost will be greatly reduced. To put it bluntly, it is the enterprise to learn. Doing it from the media. This is after the rise of Xiaomi, countless companies in the industry have begun to learn Lei Jun, learn his speech, learn Xiaomi's control of Weibo and the community, learn the so-called "hungry marketing", the root cause is that Xiaomi is one step faster than others. An effective channel for information flow has sufficient control. SMEs may not have the resources and ideas of Lei Jun, but learn to establish their own channels of self-media communication, learn to build brands through various exaggerated propaganda, this is still learned, to create a high-volume Weibo, WeChat, the community's large-scale "Internet thinking" talents emerged at this level.
2. "Fast" and "Precision". Since the fragmentation of information dissemination of the Internet basically suppresses the transmission path of traditional media, it is logical to assume the responsibility of content dissemination of the original media, and it faces the limitation of timeliness and capacity of new communication nodes, and the rapid update iteration of information becomes The only solution. This is clearly seen from the rise of the community and Weibo. All kinds of sudden and far-reaching Internet events basically follow the law of changing the broadcast changes several times a day, clearly showing all the developments of the situation, and constantly grasping the attention of users. This is originally a powerful TV media. For example, CNN or CCTV can update the news, but because there is no process of sending reporters and background video production, it becomes very simple. Anyone who has Weibo on the scene can take on this task. Simple text and pictures will be used. The user's attention can be firmly grasped.
Changes in information dissemination channels have triggered changes in user demand and have led to a passive response from information providers. The media's response is not repeated here. For companies that want to provide product and brand information, the iterative pressure of information content is a solid test, far more difficult than simply establishing a formal "self-media". Speech, engage in microblogging, engage in community, and spread word of mouth. The form is easy to learn, but what to say, how to say, when to say, most companies are not allowed to do so, and companies like Xiaomi are constantly from the media. The industry absorbs talents, strengthens their own advantages, and does a better job in the rapid update of information. At the same time, the rapid update of the corresponding information, the rapid update of the product has become another focus of support information dissemination. Only products constantly reflect changes, and rapid information update is not disease-free, which puts higher demands on the company's innovation and research and development capabilities.
If the product update can't keep up, then only engage in lace, nothing to do with the industry's opponents to slobber, engage in "tomato" such as the tidbits, to maintain exposure without involving the product, Lei Jun, Liu Qiangdong, Zhou Hongyi, etc. People are well versed in this. And if the innovation iteration can keep up, but can not grasp the characteristics of new media communication, such as polar routing, do not know what to say, do not know when to say, the result is counterproductive. The Internet pursues more than just a fast word, and accuracy (precision of information, precise delivery, and precise control) is more important.
3. Emotional brand. The decentralization and rapidization of information dissemination is the lack of credibility. Since everyone has the right to speak, everyone can spread their views in the 7×24 mode. Whoever makes more sense, who is more Persuasive, it is a very troublesome thing for the user. The battle between Fang Zhouzi and Han Han in the Weibo era gave us a good sample. In this incident, the right and wrong, the truth and the logic of the two sides’ speeches are no longer important. What is important is that the user believes more emotionally. Here we see an informational confrontation with no results.
For the public, this is a farce, but for companies, this is a good example of communication. If you can build an effective emotional brand and have enough bright spots to cater to the user's emotional and value needs, then even if there are more controversies on the body, there will still be strong enough communication effects. Han Han’s words are no longer the same. Someone also stood for him, and Fang Zhouzi said no more, and some people still loyal to the land. Lu Qi on Weibo, Zhou Hongyi who fired every day, and Li Kaifu, a young mentor, are all different, but they are all different. Of course, this aspect is well done, as well as Guo Jingming, the box office success of "Little Times", so that all the sniper seems to be a joke, because he has created enough brain residue groups, and the film critics can help him. These people are not looking at a small era. They are not watching Guo Jingming, but what they agree with in their hearts. In our time, truth and falsehood have become less important. Everyone does not care about the truth. It is the truth that the truth is not what you want. If not, he would rather not believe it. The same is true for the products and services of Internet companies. As long as you are not doing it to the horrible, there are some packaging features that impress the user's emotions, such as the “youth fever†of Xiaomi mobile phone and the “freedom†of polar routing. 360, "challenge strong", there must be a group of people who agree with these values, and then agree with your product to keep up. This is the core thinking of Internet product operations. Others such as user experience, free operation, etc. are all superficial means.
The things that are summed up in relation to the essence of "internet thinking" are the above three points. These three points are born out of the operation of traditional media, and combine the convenience brought by the development of Internet technology, but the core of the inner core has not changed, but the method of organization and launch has changed. If we look at the set of "planter, propaganda team" in the past, we will find that it is just replacing the work team and instructors with the information circulation nodes on the Internet. The roots of the grasp and religion, The set of political propaganda for thousands of years is not much different. 
Internet thinking and network marketing of abrasives and abrasives enterprises
Abstract The origin of the word "internet thinking" The earliest reference to the term "internet thinking" should be Li Yanhong. In 2011, Li Yanhong occasionally mentioned this concept in some speeches, meaning that it should be based on the characteristics of the Internet. Think about it. But his description is very...
The origin of the term "internet thinking"