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This article was written on September 9, 2014

Author: Lü Jianfeng

Nowadays, WeChat experts are everywhere. Many people who had no understanding of the internet suddenly transform into various WeChat experts, attending conferences and talking about WeChat marketing. They repost chicken-soup-for-the-soul articles on WeChat subscription accounts and boast themselves as the first person of WeChat in XX industry, swindling people everywhere. Indeed, they can deceive some, including entrepreneurs in the real economy.

Internet thinking, products with internet thinking, are very hot now. Traditional entrepreneurs attend various seminars and learning sessions, whether paid or free, and as long as they are held under a similar name, they are usually full. It shows how worried these traditional enterprises are about being eliminated. Coupled with various impressive cases, such as an enterprise that overnight gained the largest market share in its industry by using internet thinking and e-commerce marketing, or another enterprise that, due to being complacent and not understanding internet e-commerce, went from top three in the industry to struggling to survive, these entrepreneurs are both anxious and confused, seeing the direction but not knowing where to start.

These are facts but also illusions. Through the clouds, the sun is still the same sun; it hasn't disappeared, grown, shrunk, or been eaten by some mythical beast. The purpose of the organizers is to make you anxious so they can make money. In fact, these entrepreneurs are sleeping on a treasure mountain while searching for treasure everywhere. Internet thinking is adding internet attributes to traditional product marketing, making products more standardized and easier to ship in small quantities, making products easier to use without extra learning, and establishing product information databases including introductions, usage instructions, and various FAQs. The foundation is still the product and the enterprise. Without the foundation of a traditional enterprise, inviting a charlatan to point a golden finger and elevate the enterprise to a new height is ridiculous and impossible.

Return e-commerce to traditional enterprises. This is a trend and also a fact. How many of the original Taobao brands are still around? The mainstream players are still offline brand-name enterprises. Those with sales exceeding 100 million on Double 11 are also strong traditional offline enterprises. They simply expanded their product lines and established e-commerce teams; they didn't revolutionize themselves.

E-commerce and internet thinking are cases of the rich getting richer. As long as you have strong strength, leading products, and strong brand influence, doing e-commerce is like taking something out of your pocket; you can quickly do well and expand.

What affects you is yourself. This applies to e-commerce and WeChat alike.