How the traditional hardware tool industry uses the Internet

In the first half of 2015, Tencent CEO Ma Huateng put forward the “Internet Plus” strategy, which is a sensational sensation. All parties have expressed their opinions and opinions on “Internet Plus”. According to Ma Huateng, Internet + strategy is to use the Internet platform to use information and communication technologies to integrate the Internet and various industries, including traditional industries, to create a new ecology in new areas.

How can the traditional hardware tool industry use the “Internet+” to create a new ecology and achieve its own leap and take off? “If you want to make good use of the Internet+, you should first change your thinking, in-depth analysis, deep integration, and understand the consumption of the Internet age. The relationship between the product and the company," said Chen Honglin, chairman of Ouke Tools.

Use internet + must learn internet thinking first

Murdoch once said that we are not aborigines of the digital world. When we see the wave of numbers coming, we hope that it will swiftly pass and disappear quickly. "We are not the 'original residents' of the Internet world, so we must all work hard to learn the unique way of thinking on the Internet. We must embrace the Internet from the perspective of thinking. Otherwise, the possibility of failure is very high," said Chen Honglin.

Then what is Internet thinking? "I understand that Internet thinking is an intrinsic way of thinking about products, consumers, and business models, especially between companies and consumers. It has changed the entire business ecosystem. "Chen Honglin explained to the writer.

The emergence of the Internet first changed the three-dimensional hierarchical relationship between people, between people and products, and even between people and businesses, and flattened them. Consumers are no longer exposed to corporate products at all levels through dealers or agents, but directly. The Internet is more oriented towards users across the entire network and is a completely market-oriented competition. "So if we want to make good use of the Internet+, we must learn to focus on the customer, otherwise the customer is not happy, and use other people's products. This is also the core of Internet thinking, love the user, to impress users with products and services. ”

Using Internet + is to make consumers feel

“Let the consumer get emotional and you must make your product 'beautiful',” Chen explained. “Beautiful women can always make others excited, so as to show that if you want to use the Internet+, what traditional companies want to pursue It's a 'beauty' product that always makes consumers happy."

Chen Honglin continued to elaborate that “beauty” products actually make products emotional, and it is not easy for traditional hardware companies to do this, because hardware is strictly a rational product. How to break the fusion of rationality and sensibility, and make rational products emotional, I think this is an unavoidable issue for the hardware tool industry to use the Internet.

The most effective way of communication in the Internet era is the spread of word of mouth. Its greatest feature is its inability to enforce. Whether it is Weibo or WeChat, the voluntary communication generated after moving users is the best form. “If you want consumers to become your voluntary channels, your products must wear two 'coats', one is the ultimate product experience, the second is a strong emotional appeal.” Chen Honglin said, “Ganqi food is Hangzhou The well-known steamed bun chain stores are not fundamentally different from other similar products, and although the product quality has more elaborate settings, its most fundamental advantage lies in the 'love' it shapes. Dealing with it, completing the transaction within 12 seconds to reduce user waiting time, or providing details such as dormitory, cooking and aunt, custom bedding for employees, etc. And this is being amplified by word of mouth and the difference with other brands will be More and more, many things will become different. Therefore, the traditional hardware tools industry should learn how to seize the emotional point of consumers, carry out strong emotional appeal, improve user perception, and thus come to the fore."