With the advent of the Internet era, Internet thinking emerged as the times require and has become the development trend of today's brand communication. Below I will introduce to you a case about cross-border thinking on the Internet. I hope it will be helpful to you.

Case 1 about cross-border thinking on the Internet

"NetEase Cloud Music" creates "Huawei G7" moments of freedom

One is The domestic popularity of music products is gradually increasing, and the other is a new mobile phone product focused on by a well-known company. The two parties work together to create an original radio program "Huawei G7 Free. In the Moment". Focusing on the connotation of "Free Moments" of Huawei G7, combined with NetEase Cloud Music Social Platform, it not only created the first mobile phone product that uses FM radio mode to resonate with the emotions of the target group, but also provided a model for domestic brands to innovate music marketing. .

Case 2 about cross-border thinking on the Internet

Go to "Taobao" to buy a "Vanke" house

Taobao and Vanke's "strong alliance" seems to be for Build Taobao users into Vanke’s target customer group. Regarding the cooperation between the two, there are many people who applaud and sneer. The leader of another well-known real estate developer even publicly stated that "Taobao's customers are not our customers. There are two customer groups. Taobao's customers cannot afford our houses."

But in the author's opinion, Vanke's The purpose of this example is not to sell many houses through Taobao. The biggest value is to increase the popularity and collect a large amount of customer information. This is a greater wealth.

Case 3 about cross-border thinking on the Internet

“Xiaomi” dates “Midea”

The marriage between Xiaomi and Midea has caused intense discussions in the industry. Gree Group Chairman Dong Mingzhu even criticized, "Two liars together are a group of thieves." However, this does not affect the industry's attention to this transaction. Lei Jun seems to be playing a big game. In the future, we may see cooperation and innovation between Xiaomi and Midea in smart home and other aspects. The marriage of Midea and Xiaomi will also stimulate more home appliance companies to seek joint ways to fight.

Case 4 about the cross-border thinking of the Internet

Look at the "Luo Ji Thinking" of "Lufax"

Lufax has become the Internet financial industry The big brother of Luo is also unambiguous in his "cross-border marketing". He recently reached a cooperation with Luo Jisiwei, a well-known domestic talk show. Fatty Luo even boasted that he and Lufax would make finance a "warm thing." ” and launched a “farewell gift” for members of Luo Ji Siwei. We don’t know whether the users who grabbed this “gift” will truly feel the “warmth of spring”, but the cooperation between the two parties is a remarkable cross-border marketing case.

What’s even more interesting is that as Luo Zhenyu’s “best friend” and Wang Shi’s girlfriend, Tian Pujun is also a member of Luo Ji Siwei and readily accepted the invitation to become a client of Lufax. Isn’t Lufax “killing two birds with one stone”?!

Case 5 about cross-border thinking on the Internet

The “World Cup” feelings of “BMW” and “Mercedes-Benz”

The World Cup, which is held every four years, is a carnival around the world. The marketing battle is noisy. You sing and I come on stage. It is very lively. "BMW" and "Mercedes-Benz" are both high-end German car brands. These two former competitors "turned enemies into friends" in order to support the country during the World Cup in the Year of the Horse. At the same time, they posted on their official Weibo We posted on Weibo to cheer for the German team in the World Cup, and simultaneously launched the theme spirit #We are one team#. The two major brands also paid tribute in various ways in the name of the country, demonstrating the World Cup marketing carefully planned by the two powerful brands. I have to praise the marketing ideas of BMW and Mercedes-Benz!

Cross-border thinking of Internet thinking

"Cross-border" is the transformation trend from professional thinking to cross-border thinking in the Internet era. Corresponding to this is value discovery thinking. In the traditional industrial era, the value realization of an enterprise is usually realized through a linear model of product design, raw material procurement, processing and production, packaging, storage and transportation, marketing and customer purchase. Under this model, the enterprise follows It is a one-sided market law between product providers and product consumers. Under Internet thinking, two-sided markets and even multi-sided markets have become the core of the times.

For example, Google and Baidu provide people with accurate and convenient search query service products, and Facebook and Sina Weibo provide people with social services. Although they do not charge users, the huge traffic contains The value of advertising and other derived commercial values ??far exceeds the value of a single product in traditional commerce. This is also the main reason why many traditional industries are vulnerable to Internet thinking.

The core of cross-border thinking is actually value discovery thinking. When you provide value to new stakeholders, it becomes logical to subvert the original model. The most commonly mentioned saying in the industry today, "The wool comes from the cow, but the pig pays for it" is actually the best interpretation of value discovery thinking.

The application of Internet thinking usually produces some "cross-border competition" phenomena.

The emergence of such companies will often both attack and radiate to manufacturers that were previously positioned differently from them, such as Xiaomi. While radiating to the high-end, it also attracted some low-end users and radiated to low-end mobile phone manufacturers. Another example is Yu'E Bao. The difference between Yu'E Bao and Xiaomi is that Xiaomi crosses the boundaries of users, while it crosses the boundaries of business. Yu'E Bao is essentially a monetary fund, but it has triggered competition with the banking industry.

Diaoye Beef Brisket also crosses the boundaries of users and has a certain impact on both high-end and low-end catering industries. Regarding Tesla, it includes two types: user crossover and industry crossover. Judging from future trends, since Tesla's entire vehicle is intelligently designed, there may be more industries that trigger cross-border competition.

Case: The cross-border phenomenon of Diaoye Beef Brisket

Diaoye, the founder of Afu Essential Oil, the No. 1 cosmetics brand on Taobao, entered the catering industry and founded Diaoye Beef Brisket Restaurant. As a newcomer in this field, Diaoye Beef Brisket has achieved the first place in the performance of the restaurant unit in the shopping mall in more than two months since its opening. Although catering is a traditional industry, from product positioning to online marketing communication, Diaoye has grafted the Internet gameplay into Diaoye beef brisket operations and started the journey of O2O catering.

First, product positioning - less but better

A good restaurant does not lie in the number of dishes, but in the sophistication of the product and the continuous optimization of the user experience. In the true sense, O2O is based on the Internet model from the beginning of product positioning, rather than a simple group purchase coupon. Therefore, Diaoye Beef Brisket only has 12 dishes, fewer than McDonald's (Figure 2-8). In addition, generally before online games are about to go online, they will hold a "closed beta" activity, inviting players to play, find defects and correct them. This method has also been moved to the restaurant by Diao Ye. In addition to testing services, it also optimizes products. Diaoye Beef Brisket conducted a closed beta test for half a year before its opening, inviting celebrities, Weibo celebrities, and food experts to try it for free. All kinds of food were continuously optimized among these famous mouths. At the same time, through long-term closed test activities, Diaoye also selected relatively high-quality suppliers.

Second, marketing promotion—use Weibo to ignite traffic

The core of online marketing is traffic. With traffic, everything is possible. During the closed beta period of the restaurant, only invited people can come to eat, and these people often post about their consumption experience on Weibo or WeChat, which not only creates a sense of mystery in the restaurant, but also creates a good reputation. In the early days of opening, Diaoye Beef Brisket used Weibo to play some big tricks. For example, children under 12 years old were not allowed to enter the store, which caused great controversy. However, Diaoye was happy to help those who scolded him by retweeting Weibo, because Increasing traffic is the way to go.

Third, interaction—use WeChat to maintain old customers

In the entrepreneurship of Afu essential oil, Diao Ye tasted the sweetness from customer feedback, so Diao Ye started to use WeChat in the process of running the restaurant. Ye also attaches great importance to customer feedback. He monitors Weibo, WeChat and other platforms every day. Once he finds that customers are dissatisfied, he will give feedback at any time. As long as fans say that the dish is not delicious, this dish will definitely be removed from the menu. disappear. Diaoye's behavior of personally serving as customer service and handling negative reviews every day has set an example for all employees. Paying attention to user feedback is every employee's bounden duty.

Weibo in online marketing is generally used to stir up topics, while WeChat is an important channel for maintaining old customers. If the restaurant has new dishes, it will notify old customers through WeChat, with pictures and information. Text, with flavor descriptions. This cannot be posted on Weibo to reflect the exclusivity of old customers. The restaurant’s VIP card is also built on WeChat. Users have to follow Diaoye Beef Brisket’s public account and answer questions, and then they can obtain their identity. Although this method is very common online, it is still a very innovative move for physical restaurants. .

Through the above three aspects of analysis, we can see that the success of Diaoye’s beef brisket cross-border marketing is by no means accidental. Years of Taobao experience have allowed Diaoye to use the uniqueness of online marketing to achieve Taobao and The ultimate win in catering.

Cross-border thinking in the new Internet economy

There is a popular saying now that Internet thinking will destroy the traditional world. If people in any industry are of low quality, enter that industry and you will be able to defeat them. Many people in traditional industries cannot understand bargain hunting, and they cannot understand the logic of the new Internet economy.

In 2013, traditional media advertising generally declined, and new media advertising did not grow much. So where did the advertising money go? In fact, it is because people build their own media and no longer need the powerless traditional media to help them. Marketing. In an industrial society, the industrial chain and the media chain are separate. For example, magazines are responsible for producing content and gathering attention, and the industry advertises in magazines. This is horizontal collaboration. In the future, the media and industry chain should be a vertical conversion method. The industry chain will build its own media, or the media will build its own industry chain.

Pan Shiyi of Soho China is a representative of industry self-built media. He is a celebrity himself. When he talks about the real estate developed by Pan Shiyi, everyone knows about Soho Shangdu and Jianwai Soho, so he no longer places regular advertisements. Xiaomi mobile phones do not advertise. They sold 18 million mobile phones last year. Although Apple does advertise, the main marketing channel is still its own. Apple has never been an electronics company, it's a media company.

Why? First, it designed its mobile phones to look great; second, it asked people all over the world to help it create content; third, it made the press conference like a Hollywood blockbuster, keeping it strictly confidential for one year before announcing it. Released twice, typical movie modus operandi. People in industrial society don't understand and think that Apple belongs to the manufacturing industry, but in fact it never manufactures.

Now this industrial society will completely end in the next ten years, but many people are not aware that this destructive force is rising. The competition in the future will not be competition among peers, but cross-border competition. Why is Xiaomi's gross profit so high? Because it has thrown away all the traditional burdens. It does not need channels to replenish goods, no need to pay wholesalers, no need to set up repair outlets, and transaction costs are minimized through the Internet.

In the future, all industries will be media and all content will be advertising. Many people think this is an arbitrary statement, but in fact they do not understand this truth.

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