The first revelation brought by the 9.9 area is that the traffic thinking needs to be revised urgently, and the value thinking will come to the fore. It seems to be the iron law of the Internet to get traffic to get the world. However, as the dividends of the mobile Internet are exhausted, the traffic becomes more and more scarce and expensive, and the cost of attracting new e-commerce companies has skyrocketed to several hundred yuan. For many brands, high-cost traffic is still a one-shot deal. If the conversion and precipitation of traffic is not achieved through continuous incremental value, the traffic obtained at high prices will flow through. Can hold the wolf". After the exit of the traffic thinking, the value thinking should take the lead - take Yanxuan 9.9 as an example, through the telemarketing list incremental value such as high cost performance, improve the platform stickiness and continue to retain old users; for new users, it is based on word-of-mouth effect. New users actively influx and migrate to the platform without paying extra high traffic costs. Of course, there is also room for integration of flow and value: water is flowing, and brand owners may need to continue to purchase water to maintain flow; if they support value thinking, it is like building water sources, digging canals, installing water pipes, making buckets, and retaining the original flow through the water. The one-time flow is deposited into a long-term realizable stock. Second: ecological thinking VS seller thinking. Ecological thinking looks at the macro in the long run, and sellers with a blind eye look at the micro and look at the short-term. The difference between the two can be borrowed from a metaphor of Amazon founder Bezos. He divided the world's companies into two types: one is missionaries, the other is mercenaries. Profit-seeking companies prioritize sales, profits, and other metrics; missionary companies believe in their products from the bottom of their hearts. In the end, "missionaries make more money," and Amazon's success also validates Bezos' remarks.