I officially worked in Shenzhen Nanshan Science and Technology Park Internet Company in 28, and my first Internet job lasted for three months, with 1,5 people.

The second job is also an Internet company, which lasted for four years. It has grown from dozens to 6 people with the company, and also from Internet sales, Internet promotion, transformation platform operation management, sales and operation team building management, internal training of lecturers, and also responsible for the development and management of the company's APP project. Later, the company divided a little equity and planned to go public.

then I started my own Internet company for three years, during which I learned to build a large website, of course, it was a CMS program, and it was difficult to transfer technology to marketing operations. I enrolled in classes for two months and learned the principle of technical modules and html language. Because I just started my business, I was cheated by a website company for 1 thousand yuan, but I didn't make it, but I was forced to become a pseudo-programmer.

Later, I failed to start a business for three years, and then I joined a group company with a website marketing operation management team. There are copywriting, activities, communities, new media, platform data and so on.

Now I have started my own new media company. WeChat official account, short videos are familiar. Help many companies do WeChat official account management. It involves backstage, copywriting, design, editing, promotion, small programs and so on. I also do backstage management outsourcing for friend companies such as Meituan and Baidu. By the way, I have also played amateur radio for three years from the media: pillow listening. You can search if you are interested. The application has a trademark.

Anything on the Internet can be basically solved for you as long as you ask. Plus, I was born in a marketing class, and I have been operating talent websites (human resources, career fields) for seven or eight years. Therefore, I am not only on the Internet, but also in the career fields, and marketing operations are carried out simultaneously.

However, at present, the criteria for judging talents are different. From the perspective of skills and thinking, you can count as half an Internet talent. From the perspective of making money, individuals are not very good at it, and the highest salary is only over 2 thousand. Now my new company is starting a second venture and is shaping the ability to make big money.

In the 21st century, we need students who study hard, but we also need innovative and practical talents. We need experts in every subject, but we need interdisciplinary synthesizers more. We need people with high IQ, but we need people with high EQ more. We need every student to understand efficiently, but you need to communicate efficiently in the future.

after graduation, of course, you should find a hot job, but more importantly, you should love your job. Don't continue to be a passive and obedient student, but be a proactive student. Don't just be a cautious person, but be an optimistic person < P > Recently, I talked with the person in charge of a financial institution. At last, he said with emotion, "The talent structure of banks is unbalanced, the traditional thinking is too heavy and the Internet thinking is insufficient, so we should focus on increasing the introduction of Internet talents."

in the past two years, I have heard a lot of similar feelings, and many bankers have asked me to discuss topics such as "what is Internet thinking" and "how to cultivate Internet thinking". But once we study these familiar words, we often find that we don't know much, but we are just following the crowd.

Then, from the perspective of financial practitioners, what is Internet thinking and how to be an Internet talent?

User thinking is a basket

The most common saying is to equate Internet thinking with user thinking, and think that everything starts from users and is committed to improving user experience, which is Internet thinking. As stated in the 218 annual report of China Merchants Bank,

"We have accelerated the application of financial technology, made every cell feel the pulse of technology, infiltrated the blood of Internet culture, and the Internet thinking and values oriented by customer experience have quietly sprouted in the whole bank."

users are the starting point and the end point of business activities, and enhancing the user experience is a high-level summary of all business activities, which makes the user experience a universal laundry list, into which everything can be loaded.

highly generalized concepts cannot guide practice.

if the word user experience is used, it can not only put a set of things in the internet, but also cover the experience strategies of traditional institutions. Twenty years ago, some banks talked about "user-centered" and put it into action, but obviously it has nothing to do with Internet thinking.

to understand internet thinking, we must first understand the internet.

The Internet has changed users' behavior, affected the social form and commercial soil, and naturally required the business strategy to change accordingly. This business strategy, which is compatible with "internetization", is the essence of Internet thinking.

so how do you understand internetization? Let's start with the three infrastructures that make up society.

In the book The Coming of Post-industrial Age, daniel bell proposed that any society is maintained by three basic structures: transportation, energy system and communication system. As the three pillars supporting the society, any major change will have a far-reaching impact on the society.

historically, the revolution in transportation gave birth to the era of great navigation and kicked off world trade; The revolution of oil, electricity and other energy systems directly gave birth to the industrial revolution and reshaped the world pattern; The emergence of Internet has deepened the revolution of communication system and is reshaping the pattern of business world.

(1) Time-space reversal

With the help of the Internet, the market has migrated from physical space to virtual cyberspace, and it can be online for 7×24 hours, with unlimited expansion of connectivity and accumulation effect.

changes in scale almost always require structural changes. As Galileo said:

"Nature can't create unusually large trees and animals, while retaining proportions and materials suitable for smaller bodies. Such things will disintegrate due to their own weight, unless we ... change their proportions. "

Enterprises with 1 employees and enterprises with 1, employees require different organizational structures; The internet access market has changed from a two-dimensional network to a three-dimensional ecology, and the whole business world has changed.

(2) User empowerment

From a business perspective, the Internet has eliminated the information asymmetry between enterprises and users, and users have realized self-empowerment with the help of the Internet, and their right to speak has greatly improved.

in the internet environment, consumers can refer to information such as buyer's comments, KOL recommendations, product evaluation, etc., and can continue to influence enterprises through buyer's comments and social forwarding. At the same time, consumers' choices are close to infinity, and voting with their feet has become the best manifestation of consumers' rights.

at this point, enterprises have to pay attention to users' demands, and "user-centered" has also begun to move from slogans to reality, and "user experience" has been regarded as a business standard.

new commercial species

Daniel? Bell said, "scientific and technological progress does not necessarily lead to innovation, it depends on organizational adaptability." Conversely, once a group of organizations with high adaptability appear, they can lead the tide and have a great impact on the traditional model.

Since 21, with the popularity of smart phones, users can obtain 7×24 hours online superimposed location information (the premise of O2O business model), bringing the Internet into commercial times from the information age.

In the vast Yuan Ye of mobile Internet, all kinds of entrepreneurial organizations have mushroomed, taking the mountain as the king in the no-man's land. Just like the golden age of entrepreneurship in the 198s, vendors selling tea eggs made more money than teachers. As long as they went into the sea, there was gold everywhere.

During 21-215, Xiaomi became the representative of this new species, and the seven-character formula of "concentration, word of mouth, extreme and fast" was widely circulated and once became synonymous with Internet thinking.

Let's start with these seven words and unveil the curtain of Internet thinking.

(1) concentration

concentration and dispersion are neither good nor bad. However, for startups, limited resources and concentrated resources can produce comparative advantages, which is the premise of forming "word of mouth, extreme and fast".

(2) Word of mouth

Word of mouth is the word-of-mouth effect of users. In the context of the Internet, everyone has the right to speak, and user word-of-mouth began to replace advertising and became a weapon for early market development. Business logic is based on word-of-mouth effect, from public comment, douban, product community and other specialized communities, to netizens planting grass on major platforms and bringing goods in online celebrity.

behind word of mouth is the active sharing of users. As expected, users applaud in their hearts; If it is better than expected, users will actively share it. Therefore, the premise of word of mouth is the ultimate experience.

(3) The ultimate

desire to explore is a biological instinct formed by human beings in the process of evolution. The Internet has amplified consumers' desire to explore, and they are constantly seeking new and early adopters in a dazzling array of choices.

consumers are picky and changeable. In order to meet consumers' desire for exploration, Internet companies have formed an iterative culture, realizing dynamic changes through innovation and trial and error, and working towards "only better". This requires everything to be "fast".

(4) Fast

Fast is a rapid response and adjustment, which is a typical strategy to deal with the unique concept of time and space in the Internet business environment.

quick response, which requires high organizational efficiency; Rapid adjustment puts high demands on organizational innovation, which makes flat organization and fault-tolerant culture become the characteristics of Internet enterprises.

The seven-character formula emphasizes rapid adjustment to form a word-of-mouth effect, which conforms to the characteristics of the early smart phone industry and helps Xiaomi to succeed in the early stage. However, the seven-character formula itself cannot refer to Internet thinking.

as mentioned above, the essence of internet thinking is the business strategy that is suitable for "internetization". Different stages of the same industry will have different optimal ways of playing; The internetization of different industries will form different ways of playing.

a typical example is the financial industry. judging from the development track in the past few years, many internet organizations with rigid "window thinking" have come to the end: behind the high customer acquisition cost, they have not fully enjoyed the dividend of increasing market share, and some institutions have fallen into the quagmire of non-performing assets, violent collection and usury, and have fallen under strong supervision.

In recent years, the ups and downs of other fields, big and small, and bubbles have revealed the same truth: Internet thinking is a mode of thinking, not a rigid way of playing.

the unique style of play of the financial industry

The financial industry has its own particularity, and the internet of the financial industry shows distinct differences.

the most typical thing is that the winner-takes-all phenomenon in many industries has not appeared in the financial industry. Slika, the former CEO of Apple, once put forward the famous "721 Law". When a certain field is mature, the boss occupies 6%-7% of the market share, the second child occupies 2%-3% of the market share, and the remaining market participants * * * enjoy 1% of the market share.

in the financial field, only the third-party payment market has realized the "721" law approximately, and the winner-takes-all phenomenon has never appeared in the loan and wealth management markets. This is not the role of the hand of supervision, but is restricted by financial laws.

The loan market is restricted by risk and capital, so it is impossible for the winner to take all the money. Institutions that try to take all the money will either touch the capital ceiling or die from the risk outbreak. In practice, winner-take-all did not appear, and loan assistance and joint loans became the mainstream.

in the wealth management market, not only is there no winner-take-all, but there is also a winner's curse: the greater the market share, the more difficult it is to obtain excess returns. In theory, when there is only one institution left in the market, the institution itself is the market and it cannot defeat itself. From a practical point of view, Internet platforms generally embark on an open road, pursuing winner-take-all in the consignment link.

In addition, as a strong regulatory industry, scarce licenses are equivalent to gold medals for avoiding death. Internet organizations choose to "replace" subversive play in other fields, which is not feasible in the financial industry and they have to seek cooperation with traditional financial institutions.

those successful internet financial institutions have explored new ways of playing on the basis of their own characteristics. In a word, it is to "focus on the underlying resources such as users, funds and risk control, and seize the right to speak in the industrial chain".

after the influx of a large number of internet organizations, after a short-term "life-and-death struggle", because they can't replace financial institutions, they have evolved into an ecological relationship of mutual assistance. Complementary advantages bring about efficiency improvement, and those institutions that insist on "all-in-one-size-fits-all" generally encounter development difficulties. Financial institutions that take the lead in choosing to open up enjoy the new model dividend, and open cooperation has become an industry knowledge.

the financial format is moving from closed to open, from upstream and downstream to division of labor and cooperation. At this point, the optimal competitive strategy becomes to seize the right to speak in the industrial chain and occupy an advantage or even a monopoly position in specific links.

what is the most important resource in the financial industry chain? Users, funds and risk control. If we firmly grasp these three things (at least the same), we can occupy a place in the division of labor in the industrial chain.

Behind users are scenes, and Internet giants bring their own scenes. After 215, with payment as a link, they accelerated the scene layout and firmly grasped users.

the capital advantage has always been in the hands of banks. P2P tried to share a piece of cake and ended in failure. Internet platforms have also made money through Internet asset management products, third-party payment reserves, etc., and have been stopped by supervision.

behind the risk control is technology and data, which are scattered and have their own strengths, accommodating many institutions and becoming the link of multi-party cooperation in financial ecology.

in the past three years, many start-up organizations have taken the road of intermediary brokers, bringing together resources from all sides, without their own scenes, funds and core risk control capabilities. Although the scenery was temporary, it eventually vanished.

those institutions that have achieved a smooth transition have at least one underlying resource and a place in the industrial chain. Taking Suning Finance as an example and taking "financial technology+scene finance = inclusive finance" as the criterion, we have undoubtedly grasped the essence of financial internetization. ?

are you an internet talent?

In terms of the three bottom resources of capital, technology and users, the technology of banks is slightly weak, users are in short supply and funds are sufficient; On the contrary, financial technology companies are leading in technology, gaining customers' knowledge and skills, and lack funds.

corresponding to the talent gap, in the past two years, banks have been looking for talents who understand the scene and know how to operate, while financial technology companies have dug up many experts from the banking financial market department to give full play to their strengths in obtaining funds.

in this process of communication and integration, the standards of internet talents in the financial industry are also coming out.

(1) Cross-border knowledge

Financial and scene integration, financial and technology integration, business is cross-border, knowledge should also cross-border, otherwise it will inevitably become a constraint to cross-border business.

The problem is that the more talented people are, the less willing they are to cross the border, such as Thomas? Kuhn said slightly pessimistically in The Structure of Scientific Revolution:

"Most scientists never change their views. The new theory wins because the followers of the old theory will gradually die, while the new generation usually likes the new theory."

majority