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In 2014, it began to enter a new era, which is called the Internet era. What is the essence of the Internet age? To have the Internet's thinking, we must be open, transparent and interactive. The most popular keywords of Internet thinking: extreme, focus, word of mouth, speed, innovation, including innovation: positioning innovation, product innovation, marketing innovation, organizational innovation, disruptive innovation, business model innovation, etc. They are all really connected to our company.
What is the relationship between Internet thinking and us? We must be soberly aware of the drastic changes brought about by the Internet. It greatly reduces the cost of transactions: through word-of-mouth communication, advertising costs are gone; the channels are very flat, and a micro-store can be opened in two minutes; the inventory is gone, and the customization is entered. At the same time, in the Internet era, the only difference between you and your competitors is whether you have fans! What fan? Brain disabled fans. You have brains and you will succeed! This is the era of the Internet era, the resurgence of silk!
Therefore, traditional enterprises must also have the Internet thinking today.
I want to give an example. There is a company with three years of business, 500 million in 2011, 12.6 billion in 2012, and 31.6 billion in 2013. In December 2013, sales in the month alone reached 5.3 billion. Who knows this company? Millet. So fast growth rate, why is Xiaomi, not Lenovo, Huawei, ZTE? It’s not that Lenovo Huawei is not good at ZTE. These companies are the best in China, the Internet, and mobile phone companies. Lenovo, which ranks third in the world in the field of smart phones today, did not put Xiaomi in the eyes three years ago, but today? Have to admit that he is one of the most powerful competitors! Moreover, if you want to buy Xiaomi, you must first get its ID code, which is the power of these companies in the Internet age!
Why is it so powerful, we still have to talk about Lei Jun, the founder of this company. Lei Jun came out of Jinshan, first made an angel investment, and later started a business with a group of people with common values. This group of people has a common ideal! He said that our employees have the urge to make the best products! With such a product belief, management is simple.
No company has no problem in the life cycle, the greatest and best Apple, they are also a bunch of problems, but they are developing rapidly; in the past year, many IT companies have laid off large areas, if a company There is no growth rate, and when it comes to layoffs, its problems will be difficult to solve! What are these inspiration for us? Growth speed is the best management.
There are two other points in Xiaomi that are worth learning. One is that Xiaomi's focus is less. Less, you can focus; the flattening of management can make things happen to the extreme, and can be fast. The other is that the product is the biggest marketing, the good product will speak!
In addition, the most important thing is that you need the user's sense of participation, a brain-dead fan top ten high-grade black powder! You will see in the Internet age, saying that Xiaomi is also good, saying that Xiaomi is also bad, but those brain-dead fans, whether you are good or bad, they all look good! So there are fans, and they are brains. What is the core asset of Xiaomi today? It is rice noodles.
Xiaomi updates the software every week. Which company in the world can have Xiaomi's software update speed? Can't find a second home. why? It has a large number of silks developed for it, it makes full use of social resources!
For another example, the father of WeChat, Zhang Xiaolong's product design philosophy. First of all, simplicity is beauty. WeChat, the most powerful thing today is fans. This is a great development team, starting with only 100 people, and now only 200 people, but created such a great product! Second, your taste determines the taste of your product. Has the quality of our product manager improved? When the quality of the product manager is improved, the taste of this product is naturally high.
We do product managers and product design people, we should experience the best life, they are such an experience, they do not have this kind of experience is not good. Some of our product managers, no shortage of wisdom, no shortage of knowledge, is the lack of firewood, this pot boiling water, can not burn it when it opens!
So, we have to change, this is the language of the Internet, you have to learn a lot of things, update a lot of thinking, if you can't keep up with this era, you are OUT!
What has the Internet brought to us? opportunity. We would like to thank WeChat for bringing us a lot of opportunities and breaking the gap with our users. Such as customer training, very important, in the Internet era, when WeChat is coming, it has become easier. The way we spread has changed a lot. We can interact with users in real time and can guide and train in real time. !
What is the biggest challenge for the Internet? Organizational innovation. First of all, in the future, our organization will definitely not be the current organizational structure, and functional organizations can't keep up with the speed changes in the Internet era. Quite simply, when the army is fighting, the enemy has fired at you. Are you going to approve? If you are a B2B customer, you will have to deliver it tomorrow. Is your approval a week? This is the problem we have now.
To really make it efficient, there isn't much to do in 2014, we will reduce our past approval process by 70, and our speed can be doubled at least. This is something we must do. A process with more than 4 signatures, this process is basically useless; if a process is signed by 30 people, who is responsible for it? Everyone is responsible for the era, that is, everyone is not responsible! So when we talk about responsibility, we need to do some of the most grounded things to lose 70 approvals, subtract 70 processes, and lose 70 products. This is what we should do! Second, everyone must be the commander of the frontline battlefield.
You are the captain of a special force! In the Internet age, processes and systems can never keep up with the changes of this era. Managers must learn to walk the tightrope on the edge of the cliff. If everyone is standing on the edge of the cliff, then the speed of this enterprise must come up! Just kidding, Xiaomi is a runaway company with 500 million, 12.6 billion, and 31.6 billion. Is it growing faster than riding a helicopter? This company is out of control, but it is a great and excellent company! Finally, without management, the future is super flat.
It is not a statement that we become like this. In the Internet age, we must see changes in the future trend. We must have a deeper thought on the future ahead. This is what our current managers should have!
There is a saying that is very good, to have Internet thinking, we must first forget the PC era! Only when fully integrated into the mobile Internet era can you really have the Internet thinking. The PC will eventually grow old. What about PCs in this era? What about PCs in the future? In the future, a smart terminal, fixed office will disappear, you can also work at home like P&G. It is not important where you work. The result is the most important!
At the same time, our values ​​must be customer-oriented. Customer orientation is the customer-driven, you have to be by the customer, not that you are going to say how to shoot, it is up to them to send instructions, how many days are delivered, they have the final say! We must establish a strong such value. First of all, we must put aside all rigid systems and processes. The system and process will never solve the problem of a company's development! Therefore, at this time, I want to emphasize that we must use values ​​to drive the development of the company. In the Internet era, we need this value more!
This poses many challenges for our managers. Such as team management, Xiaomi this company works 12 hours a day, 6 days a week, those project-type teams, Sunday to work, you and your team can maintain such high enthusiasm? As a system and process, as a manager, can you think and solve the most pressing problems of users from the perspective of users? Especially when there is a conflict with the existing institutional processes, can you modify our system process immediately? The system and process need to be constantly updated. Now our system process is unchanged for one year, can we keep up with the times? A good system is to exert the greatest creativity of people, not to suppress people's creativity. Another example is customer management. How do you face the user's spit? He can marry you, and can also praise, both of which have to face this is the Internet age, this is the Internet thinking!
A recent thing that inspired me a lot, a company Nest, Google bought Nest with $3.2 billion. This company only makes one product, which is the thermostat, but the founder of this company is very strong, and IPOD design in Apple. 33 billion dollars sold, in fact, is a smart terminal!
In the future, lighting will become a smart terminal. In the intelligent age, lighting becomes a very fun thing! You look at the millet phone, why should he sell millet 2, millet 3, millet 4? Enough. Apple is the same, out of iphone5, those brain-dead fans, every generation must buy! why? Because they bring value to users. Can our lights be like this? Can it be made to give the user the impulse to change the lamp once a year? The performance of LEDs is progressing so fast. Every time it advances, it will bring new value to users. The lamps that users bought in the past, after a year or two, are replaced with more valuable products. This is possible!
Innovation in business models is also very important. Today's lighting market is not the largest in the incremental market, but the largest in the stock market! The incremental market has only 200 billion yuan in China in the past year. The stock market is 2 trillion in 10 years. If you do 10% in the stock market, the 200 billion stock market is much larger than the incremental market! Therefore, our business focus should be placed on the stock market, of course, the incremental market to do, but the core is in the stock market.
Lighting has really entered the LED era, and the LED era is completely in line with all the features of the Internet era! In the LED era, what are the prerequisites for our survival? It is the speed of growth. Leave this, don't talk about innovation, don't talk about responsibility. We must build speed for every department, everyone, and find out what your users are; don't have to solve problems for systems and processes, we must speed up, and then go back to solve the problem of the system process. .
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