Internet Business Thinking

Chapter 32 Internet people who can’t do marketing are not good businesses (2)
Personal brand refers to entrepreneurs who interpret their professional skills, personality charm and entrepreneurial stories into symbols of trust.Through the creation of personal brand, the corporate brand can be established, and the sales of product brands can be linked.Sister Tudou sells Tudou not only as an Internet celebrity, but also as the embodiment of China's good Tudou.This is typical personal branding.

Feng Xiaoyan was born in Zizhou County, Yulin City, Shaanxi Province. She was 2014 years old in 50. She worked as a teacher and civil servant. After going into business, she set foot in the fields of building materials, construction engineering, hotels, catering, and logistics. In 2009, he returned to his hometown to start a business, entered the field of ecological potatoes, and created the "Yongquanju Ecological Potatoes" brand.

When creating a personal brand, Feng Xiaoyan played the role of social media communication. At the end of 2012, she sang the song Tudou Harvest together with Liu Dacheng, the annual champion of "Avenue of Stars". During the performance, a director of CCTV first proposed the title of "Sister Tudou".This unique title was sung across the country at the party that day.In order to expand its influence, Yongquanju Company immediately launched an activity on the Internet, "Sister Tudou solicits Tudou slogans for 10 yuan".

Although many people have not tasted the potatoes of Yongquanju, sister Tudou has become the embodiment of ecologically good potatoes.

Integrating marketing into communication culture
Sister Tudou makes full use of the power of Internet cultural communication.First of all, she customized a fashionable coat for Tudou, put the Tudou in a gift box, and turned it into a potato gift box like a fruit gift box, which became a fashionable gift for fans from Yulin, Shaanxi and even all over the country.

Secondly, she uses differentiated "singing voice" to enhance the added value of the product.In order to deepen consumers' knowledge and understanding of Tudou, Sister Tudou creatively produced a disc of folk songs from northern Shaanxi sung by herself, and put it in the Tudou gift box for free.In addition, a potato peeler with the name "Yongquanju" printed on it is distributed in the potato gift box, which perfectly combines the brand cultural symbol with the product.

At the same time, Sister Tudou is also proficient in using the most penetrating sharing in Internet thinking, posting a large number of pictures on Weibo and WeChat, and doing various tasting activities in forums and communities... Sister Tudou's ecological good Tudou is like this With the singing, Weibo, and WeChat spreading all over the world, it has become the number one brand of ecological potatoes in China.

Product quality is the cornerstone

No matter what kind of marketing, product quality is always the cornerstone.Especially for social marketing communication, both good and bad quality will be infinitely magnified.Therefore, there is a very important extreme thinking in Internet thinking.Only by intensively cultivating in all directions and producing the ultimate product that makes users "scream" will it be spread "virally" by fans.

Sister Tudou has many varieties of potatoes, including long, round, and flat, white, yellow, red, and purple in color, crisp, pink, and flowering potatoes.Sister Tudou has carefully planned the product chain since the beginning of her business, and planted corresponding varieties according to different needs.She said: "There are different varieties of shredded potatoes, mashed potatoes, and potato chips. There are also different varieties of fried potatoes and steamed potatoes. Only with precision can the best results be achieved."

It is precisely because of the core of good quality that Sister Tudou's network communication is "unscrupulous", talking about Tudou, singing Tudou, giving Tudou, making a whole Tudou feast, Weibo dissemination, and WeChat marketing. The reputation of "Yongquanju" ecologically good potatoes is also growing.

Marketing in line with Internet thinking
Using the power of the network to effectively integrate resources is the core charm of Internet marketing.Solid production, excellent products, personalized brand building, and eclectic omni-channel marketing are the major marketing magic weapons of Sister Tudou.

For marketing, effectiveness is the last word. Don’t stick to a certain channel or a certain platform, and effectively connect the resources you can integrate to create success together.For e-commerce of agricultural products, "electricity" is a way of thinking, a methodology, and a tool, and the goal is to make good use of "electricity" to effectively achieve business.

Sister Tudou's success fits well with today's very fashionable Internet thinking.The first is user thinking, allowing users to participate in brand communication, which is the fan economy.Fans are the highest quality target consumers and the most effective brand communicators. Sister Tudou's overnight success fully reflects the power of the fan economy.The second is experience first.A good user experience should start from the details, bring surprises to users, run through the entire chain of communication between the brand and consumers, and make consumers happy.Sister Tudou's singing discs, sharing and various experience activities have made consumers "cool" beyond expectations.In this era of social media, good products will naturally spread word of mouth.The third is cross-border thinking to create a win-win ecosystem for all parties.Sister Tudou is engaged in cross-border agriculture. She has made good use of the concept of cross-border cooperation and win-win in the entire chain of her industry. Omni-media and omni-channel will inevitably form a multi-dimensional ecological circle in the Internet age.

The success of Sister Tudou has given us a deeper understanding of the Internet marketing essence of "the Internet is boundless, and the business has the right way".Regardless of whether you are from a traditional industry or the Internet field, as long as you master the way of Internet communication and marketing, Tudou will also be tall.

(Section 2) Looking for Blanks: Finding the Other Side of O[-]O

Most of the current O2O models ignore the value of local merchants. Alading of Fengda Software is trying to tap its value: instead of charging local merchants, they will produce unique O2O services through cooperation. Charge suppliers a commission.

Recently, the O2O model is becoming popular, and many Internet companies have discovered business models with O2O genes.But just as a coin has two sides, the O2O business model also has two sides.At present, mainstream O2O models including group buying and coupons only focus on one dimension of O2O, that is, serving local merchants, helping local merchants with marketing, and collecting commissions from them.

However, Aladin, a subsidiary of Fengda Software, does the opposite, trying to explain the O2O model from another perspective, and through cooperation with local merchants, it produces unique O2O services, and finally charges service fees to suppliers.

From convenience store to O2O
Shanghai, 7 p.m., Zhongshan Park CBD where urban white-collar workers gather.Next to the dazzling and well-arranged shelves of the FamilyMart convenience store that young people love to visit, there is an orange self-service convenience terminal of Alading, which is owned by Fengda Software, and it has just been in the store for less than a week.

Since it landed in Shanghai in 2010, AlaDing's payment terminals have been combined with 24-hour convenience stores in densely populated business districts. This O2O service model is slowly changing people's consumption and payment methods.

In fact, Fengda Software is the second venture of its CEO Li Jiahui.As early as 2000, the software outsourcing company he founded was successfully listed in Singapore, but the company was not born at the right time, just as the Internet bubble burst in the millennium, and it fell into a deep winter amid the sound of the bubble burst.

After Fengda Software was established in 2003, Li Jiahui also made many attempts for the company's future product structure.From the beginning, it only regarded China as a low-cost software development base, mainly engaged in software outsourcing business; in 2005, it tested the mobile game market, and finally withdrew from the mobile value-added service market due to the particularity of the Chinese market.This series of attempts made Li Jiahui realize that only an innovative business model can have real core competitiveness.

Any business must follow two principles, one is (market demand) to be naturally attractive, and the other is (market positioning) entry point must be precise. In 2008, because of an accidental opportunity, the product of convenience payment terminals came into the sight of Li Jiahui: "When I visited convenience stores in Taiwan, I found that all convenience stores in Taipei City have self-service terminals, and they have become the standard of regular convenience stores. configuration, because a convenience store without self-service terminals will not be competitive.”

In the end, Li Jiahui launched the Aladin convenient payment terminal in Shanghai, which established the product structure of Fengda Software.

AlaDing's O2O model
Different from other O2O business models, AlaDing does not charge commissions from local merchants, but uses the advantages of local merchants to cooperate with them and provide users with unique O2O services.Li Jiahui said: "We have opened up the background system of the convenience store, and the two parties are close partners rather than loose cooperation."

In order to serve users anytime and anywhere, AlaDing has chosen a convenience store that is open 24 hours a day and has a wide store coverage as its main partner.At present, Aladdin has cooperated with mainstream convenience stores such as Family Mart, Lawson, 7-11 and Liangyou.As the center of domestic economic development, Shanghai already has 500 terminal machines.Li Jiahui said: "Two months later, this number will become 700, and the coverage of 2000 terminals will be reached in Shanghai in the future."

Alading has three main businesses:
First, AlaDing provides convenient functions such as mobile phone top-up, game points, lottery tickets, coupons, movie tickets, bill payment and repayment.Different from other self-service terminals, Alading can also use cash for payment.Taking the purchase of movie tickets as an example, the user can directly pay with cash at the checkout counter of the convenience store. After the convenience store’s background system receives the cash, the transaction is completed. From 2013, Alading will gradually implement four other payment methods besides cash and UnionPay cards: Alading account, points, prepaid card, and contactless card.

Second, provide member points and gift certificate exchange services.The huge market for gift certificates and membership points is gradually being valued by merchants with a keen sense of business. In 2012, the gift certificate market in the United States reached $1000 billion.Many companies will distribute membership points or gift certificates to their users in order to cultivate user loyalty.But the problem is: most gift certificates or membership points cannot be exchanged for products that users really need, and AlaDing is trying to allow users to use gift certificates and points in convenience stores.At present, the Alading platform has opened the points exchange business of many institutions such as Ping An auto insurance gift certificates and China Telecom points. Li Jiahui said: "Compared with red wine, rice cookers and other gifts, users are more willing to consume points to buy convenience stores. , practical things, milk, bento, drinks, etc.” Li Jiahui also said that the future cooperation will not only be limited to convenience stores, but also focus on more chain fast-moving consumer brands, hoping that users can use points more conveniently and quickly , gift certificate.

At present, the total monthly transaction volume of Alading has reached 3000 million, of which the transaction volume of gift certificates and points is 200-400 million.Li Jiahui also told reporters: "With the gradual development of the points and gift certificate market, points and gift certificates will become one of the businesses of Alading in the future."

Third, connect online and offline payment methods.In recent years, with the enrichment of payment methods such as UnionPay and third-party payment, especially the gradual rise of the mobile payment market, Aladin has a place to play, successfully connecting online and offline payment methods.

By cooperating with convenience stores all over the world, Alading guarantees the means of offline payment and solves the problem of offline payment.Li Jiahui revealed that Alading and Alipay have also cooperated. When users use Alipay to pay on the Internet, they can choose to pay offline.A one-dimensional code to be paid is generated through the order. The user takes the one-dimensional code to the convenience store and hands the cash to the clerk of the convenience store. The e-commerce order is settled successfully.

"Alading is not a payment platform, but an O2O platform. Alading acts as a middleman, helping online partners to build offline channels." As Li Jiahui said, "Alading and UnionPay are very good partners. Alipay is also a very good partner, and Lakala can also become a very good partner.”

Regardless of the model, Alading only needs to invest in the hardware cost of the terminal at the initial stage to collect commissions, and finally share it with local merchants. Just as Li Jiahui said: "The reason why we can provide these unique O2O services, The key is that we are connected with the convenience store system. We are close partners with convenience stores rather than loose cooperation.”

It should be noted that AlaDing's model is not limited to terminals, but also mobile apps and websites, which constitute the three channels of its O2O services.Guide users to local merchants through these three channels, provide them with O2O services, and finally draw commissions, forming a complete business model chain.

It is no wonder that Li Jiahui is quite confident about the future: "Our users have increased by 24 times in 3.5 months, and the transaction volume has increased by 3 times. By 2015, the transaction volume of mobile phones will exceed the transaction volume of terminals."

(Section [-]) "Micro" has boundless power: turn the platform into your counter
In the eyes of many people, pancakes are a business that cannot be put on the table. However, Huang Taiji, a pancake shop with only 13 seats and a business area of ​​15 square meters, is valued at close to 4000 million yuan.It successfully uses Weibo to play with catering marketing, and uses interactive topics and sharing spirit with strong adhesion to enhance the stickiness of fans and gather consumers.

There is such a plot in the movie "Thai Embarrassment": Xu Zheng calculates for Wang Baoqiang "how many billions of scallion pancakes can be earned in a year for franchise..." The scene is very funny.In reality, there was an entrepreneur who sold pancakes that were not on the table and made an annual income of 500 million yuan.This pancake shop with only 13 seats and a business area of ​​only 15 square meters is valued at nearly 4000 million yuan. The name of this pancake shop is Huang Taiji, and his owner is He Chang, a post-80s entrepreneur.

Use topics to detonate consumption

He Chang has worked in Baidu, Qunar, and Google successively as a brand and user experience manager, and has also founded a 4A digital marketing company and a digital creative company.Huang Taiji pancake shop is his third venture.

In August 2012, Huang Taiji opened in Beijing SOHO Modern City.In the eyes of most people, pancakes are just a kind of roadside breakfast. Opening a pancake shop in the CBD has greatly subverted its inherent impression in people's minds, which has made Huang Taiji full of topicality since its opening.

More topicality is reflected in Huang Taiji's Weibo marketing.Huang Taiji put a lot of effort into the adhesion of the topic, throwing out some topics from time to time to trigger everyone's discussion and onlookers, for example, the pancake shop opened in the CBD, the boss drove a Mercedes-Benz to deliver pancakes, the beautiful lady proprietress delivered meals, and the public class on pancake relativity... …These topics themselves have strong adhesion and can quickly spread on social networks, triggering discussions among netizens and attracting more customers.

Huang Taiji's Weibo is completely operated by He Chang himself. He firmly believes that "who is the blogger" is more important than "Weibo content". At the same time, seriously reply to fans' comments in real time.

In the small pancake shop, the shape of the tables and chairs and the layout of the store are very particular. Even the drinks are carefully arranged according to the color, size and shape of the bottles.There are well-designed promotional posters on the walls, "Here, eat pancakes, drink tofu nao, and think about life", "All burgers and pizzas are paper tigers"... These details are directly facing consumers and become consumption The good materials shared by readers on Weibo, and when they see any interesting details in the store, they will post Weibo for interaction as soon as possible.

In addition to topics, Huang Taiji's activities around Weibo have never stopped: on Qixi Festival, bring your lover to the store for a kiss, take a photo, and the store will send a pancake; One fried dough stick gets another fried dough stick, but you have to take a photo, prove that you are a bachelor first, and so on.In order for consumers visiting the store to browse Weibo more conveniently, Huang Taiji also specially provided free wireless Internet access services to establish a sharing environment and atmosphere.

Now, Huang Taiji's Weibo has gathered more than 2 fans, and has conducted more than 14 interactions. It has maintained an activity rate of more than 97% for a long time, and 80% of fans have been to the store to consume.In addition to Weibo, Huang Taiji can also use WeChat, Dianping, QQ, Momo and other platforms with ease.In addition, through the "BTV Gourmet Map" program of Beijing TV Station, Huang Taiji is known to more diners, and his influence has spread from social media to the whole society.

small but beautiful development

Huang Taiji has not only won a large number of diner fans, but also attracted the attention of many investors. Well-known venture capital institutions such as Matrix Partners and Venture Workshop have taken the initiative to come to the door, and people who call every day to seek franchises are more and more.

He Chang's plan for Huang Taiji's future is: take a small and beautiful development path, only do direct sales, not franchising, so that it is more conducive to management and supervision in terms of quality control. In 2013, Huang Taiji opened five or six branches in Beijing, and plans to open branches in Shanghai, Shenzhen and other places in 2014.

In He Chang's vision, in the future, the menus of each of Huang Taiji's stores will not be exactly the same. Each store will develop new special products according to the characteristics of different regions, and different stores will only keep those classic products. He thinks that It is more interesting to make, and it also makes diners have different thoughts on different shops.Of course, Huang Taiji will still pay attention to the integrated application of the Internet and mobile Internet in terms of model, brand, marketing, etc., and will continue to use them to boost its own further development.

(End of this chapter)