I. Changes brought by the Internet

As far as the market is concerned, I think there are two main changes brought by the Internet, one is capacity and the other is connectivity.

(1) capacity

Microscopically, capacity refers to commodity shelves, and the Internet has expanded the number of commodities that can be displayed in front of consumers to dozens or hundreds of times.

Macroscopically, capacity refers to the market that enterprises can choose. This means that in the traditional era, because of the limitations of communication and contact, the market faced by enterprises is limited. For example, in the condiment market, enterprises may only be exposed to the market with five preferences: sweet, sour, bitter, spicy and salty. In the Internet age, enterprises can find some relatively small taste preferences, such as shit-flavored chocolate preferences, to sell their own products. Therefore, for enterprises, the market they face is actually broader. Although consumers are still those consumers, segmentation can bring a higher level of consumer willingness and consumption.

The change of capacity makes the niche market surface.

(2) Connection

1, information channel. Channels refer not only to commodity circulation channels, but also to information dissemination channels. In the Internet era, the distribution channels of goods are actually outsourced to more professional companies, such as express delivery companies. What enterprises need to make great efforts to treat is the information channel. Information dissemination on the Internet is two-way. Business to consumer, consumer to business. In addition, there are consumers to consumers, consumers and competitors. The change of channel makes niche market more important than before, the cost of finding and serving niche market is reduced, and the probability of more small enterprises' success is increased. Personally, I think that large enterprises are often quite helpless in the face of niche markets. It has to be said that small enterprises are more focused, so as to erode part of the market share. It is really "silkworm" food. A few years ago, P&G lost weight and cut its brand. I don't know if it's because I need to focus more.

2. Information node. I understand the information node as a "louder and more powerful voice". Big and powerful are two concepts. Generally speaking, information can be received by more people, and being strong means that these information have more opportunities to be discussed and recognized. For example, it is even bigger to attach a hot topic label to Weibo. What's even worse is the state of Weibo's Big V, any one of which has a high degree of attention and discussion. These two are obviously more important for the dissemination of information, and bigger often adds fuel to the fire. In marketing, the brand is often a big V.

So we can see that small enterprises, or emerging enterprises, are more similar to finding institutions, that is, finding and cultivating their fans in the title description. Small and new enterprises rely on fans, while large enterprises rely on themselves, that is, their accumulated strength and status over the years.

Second, capacity and connectivity change marketing.

What is the biggest change in capacity and connectivity? I think it is the concern of consumers.

Although the capacity has changed, there are more things on the shelves. But consumers' attention is still limited. Like supermarket shelves, the goods concerned are only concentrated in those rows. Similarly, in a virtual catalog, you can pay attention to the products that rank high or appear on the front page. Traditional marketing work is to gain a better position among distributors and retailers. Similarly, in the internet age, it is also necessary to obtain higher rankings and conspicuous positions. This is a new marketing method. Is it called SEO? This is still competing for the attention of consumers.

With the increase of production capacity, products need more distinctive personality to stand out. Therefore, the concept of brand personalization is still a differentiation strategy. Social marketing, content marketing, brand newsroom and other marketing methods are also creating hot spots, increasing exposure and trying to be seen and attracted by consumers. Especially in industries where product differences are objectively small, it is necessary to win attention. And the change of connection also provides the possibility for the realization of the above marketing methods. In other words, linkage urges enterprises to choose social marketing and content marketing as marketing methods.

In short, the capture of attention is not only achieved by positive content, but also by negative news such as hype, competition and struggle. It's just that this method is risky and may have a great negative impact on enterprises.

Before, I always listened to my friends who paid attention to the Internet to say a few words about products, experiences and stickiness. In fact, these three words are also caused by changes in capacity and connection. Because there are too many choices, it is very easy to evaluate products, services and enterprises, so enterprises must do a good job in products and experiences to avoid negative evaluation. Moreover, because the connection brings too many choices and information, consumers need to form habits to reduce their decision-making costs, which is stickiness. The stickiness of the Internet era is the loyalty of traditional marketing. If we want to change our consumption habits, consumers must re-participate in the ocean of products and information to make choices. Of course, product iteration and the habit of forming new consumption patterns are not included.

Finally, in fact, we can also look at other concepts from the perspective of capacity, connectivity and attention. For example, the change of capacity and connection brings complexity and variability, so we will pay special attention to simplicity in the experience, because redundant things will reduce or distract attention; Interaction is actually to let consumers pay attention to you for a long time. To put it bluntly, it's still the way trout occupy your heart.