Marketing Inspiration Of 3Q War

Some time ago, 360 and QQ war, let

This amazing method of war is in the end.

Good product is everything for an enterprise.

In my view, the fundamental reason lies in the fact that Zhou Hongyi, the boss of Qihoo, believes that he has a good product that can bring benefits to users and be liked by users, so he dare to jump out at the critical time and openly challenge Tencent.

A review of the products developed by Zhou Hongyi and 360 has really made people feel obliged to take the first 3721 search engines launched. It is undoubtedly a groundbreaking Internet product that has been popular for a while. It has just gone astray in the way of promotion. After the reversion, 360 security guards were launched, killing rogue software, hundreds of millions of netizens raising their hands, and the Chinese Internet suddenly cleaned up.

In just two years, the market share of 360 security guards ranks first in safety software.

As for the 360 anti-virus software, as far as I am concerned, I have used a variety of anti-virus software, and I have asked many friends. We all say that the speed of 360 anti-virus is fast, does not occupy space, and does not jam. The effect of killing is not worse than several anti-virus software in China.

This is strange: those old antivirus software, specializing in this line for more than 10 years, is technically less than a beginner who has been on the road for only three or four years? Is it technical strength or bureaucracy in management?

The worst thing is that these products launched by Qihoo are free.

It's even more strange that free things are better than charges.

In fact, Zhou Hongyi is a restless person like fleas, but he is very demanding about products. He often studies products for several days and nights to improve user experience.

He asked the heads of various departments of Qihoo company to be the 360 official website of the product forum, and to answer questions from users at any time. If the problem can not be solved at the moment, we should conduct an assessment to see if it can be solved in the next version.

In a very short period of time, 360 security software was upgraded, forcing similar products to be released in three to three times.

As a matter of fact, Zhou Hongyi is very much like Ma Huateng, the Tencent's rival, who is a programmer. He attaches great importance to products, pays great attention to user experience, and pays attention to the continuous improvement of details.

Think again, aren't all the other leaders of the Internet like that? Robin Li, aren't you? Shi Yuzhu, aren't they? Bill Gates?

Good products are the foundation of Internet enterprises.

The product here is good, not a complete innovation and a fundamental lead, but a little bit of detail and details of user satisfaction.

As long as the product is good and marketing promotion is almost all right, netizens will take the initiative to advertise for you. Less cost will not matter. Tens of thousands of users will return to you quickly. Although everyone contributes little, but the quantity is huge.

Industry characteristics determine the role of marketing.

Here, as a marketer, it is necessary to ask, is marketing not important? Brand is not important? Positioning is not important? Nowadays, any industry is under the pressure of market saturation, product homogenization is very serious, IT and the Internet are no exception.

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Of course not! Marketing is certainly important.

But don't forget that the research on user demand and user value, the establishment of product direction and the conceptual development are the most important components of marketing, and the front-end and source of marketing.

To accurately grasp the needs and values of users, we must find out the direction of research and development of products, and immerse ourselves in the environment of users (customers) in a long time and feel the actions, emotions, and emotions of customers (customers) for a long time.

In addition, all seemingly systematic methods (including professional research reports, sales data on the market, etc.) are useless, and even interfere with and mislead your judgment.

A successful enterprise, whose decision-makers will be immersed in a certain industry for a long time, will have a clear understanding of the preferences and nuances of users.

On the other hand, I have to point out that different industries have different characteristics. The essence of this characteristic lies in the degree of consumer recognition of products, the emphasis of consumer demand and the composition of consumer value.

Different industry characteristics determine the different status and role of marketing.

If the consumer's recognition degree (pparency) is low, and the psychological components of the consumer value composition are relatively high (advertised consumption), then the function of marketing is great, and it focuses on the two links of channel and promotion in 4P. Conversely, the role of marketing is relatively small, and it is mainly embodied in the two links of product (including business mode) design and price design.

Internet products are among the most widely recognized product types in all the product categories so far. The products are good and the users themselves know (because the functions of the products are clear, the price threshold is low, consumers are heavily reused, and word of mouth is easy to communicate).

So Internet products are rarely advertised, and advertising is useless.

In addition, because Internet products are characterized by their strong functions and mainly used for personal privacy, the value added by products to consumers is very small, and enterprises can not satisfy consumers from the spiritual level.

These two characteristics determine that the Internet industry is a highly honest, product priority and technology priority industry. No advertising, no positioning, no brand personality, no marketing master, destined to be the world of Ma Huateng, Zhou Hongyi and others, destined for the new generation to emerge in large numbers, and for 35 years.