Jiangnan Style brings the inspiration of Internet products

First of all, I must admit that I was very much in the knowledge of Jiangnan style. When the term appeared frequently, I was just amazed at the subconsciousness that Koreans actually had steal the confidante of our motherland. Later I saw a white chubby out of anger roar that North Koreans (chubby can not tell North and South Korea) in washing the American brain, I finally could not stand curiosity to watch a bit.

This shows me the inspiration, I found this lively Jiangnanfeng really can do to promote our products to provide a lot of inspiration. Of course, these ideas also apply to many other industries, after all, everything needs marketing.

I swear I usually do not have to be so boring, seeing everything going divergent thinking, but this lesson is really wonderful, I feel I do not write sorry to cultivate my school. So bear with me, and do not judge.

I have faith, so let's talk about bad news. People who know the media know that nothing is "accidentally" red, and those who are carelessly careful are the result of careful planning and packaging, but unfortunately "after analysis" can never lead to "pre-event prediction". The meaning of this sentence is that after one thing is red, we can always analyze a lot of truths and other people's right places. But even if everything is right, we can not guarantee that the next promotion is absolutely red. This is an area destined to be only brilliant after the event. All we can do is look for commonality in every success, so that we can at least make mistakes.

● First thing first, dedicated to those who want to ask who is the bird, Jiangnan style is proud of what the Emperor:

Gangnam is a wealthy district in Seoul, South Korea. However, this rich district is a bit upstart (roughly beginning with 80s), similar to many designated economic development zones. Suddenly you have money, you know.

The author and singer of Gangnam Style, PSY, a bird uncle, is a South Korean amateur class + a dude + funny satirical + second-generation singer who studied briefly at Boston Univesity before transferring to the Berkeley Conservatory in California (yes, Is Lee Hom's school).

The long-tailed face but there are two generations of rich birds of the Uncle portrait interpretation of this song, satirical people in the south of the emptiness, only crazy consumption, blind pursuit of the trend, forget the traditional culture and value. There are a few contrast here: 1) The bird uncle sang in the song "brother is Jiangnan Fan children," but the bird uncle from the face to the temperament are very Jiangbei; 2) Although the performance of the bird Uncle Jiangbei, but others are genuine Jiangnan Fu II; 3) Finally, this southern oppa wrote a song to ironic Jiangnan. Europe, I finally figure out the way of thinking.

The song's MV was released in mid-July, reaching an alarming 470 million hits as of today. That number was still 325 million in less than ten days, and at the time it had broken the Guinness Book of Records, with no single video hitting more than 100 million hits in the past year.

In addition to the top lists in Europe and the United States, Jiangnan style was also promoted and shouted by stars such as Britney Spears, Tom Cruz, Justin Bieber, Katy Perry, T-Pain and Robbin Williams. It became a natural imitation of remake and flash action all over the world Focus on the fire point. If you are excited to see there is still an extension of reading interest, please stamp here.

Now let's see, we can diverge from the southern style of what some on the promotion, especially the concept of Internet product promotion.

● Substitution and sense of participation: to become a carrier of rapid publicity.

I would like to say a few words, I hope you think for a few seconds: When people do most of the things, for their own sake, these things include, to show attitude, express opinions, sentencing preferences, purchase items and so on.

How many people are really from the heart can not extricate themselves like bird Uncle? These onlookers, imitation, shouting, saying good, bad people, but by the bird uncle crazy, completed a self attitude expression.

This is exactly one of the ultimate goals of marketing: to become a spokesman for attitude, genre, lifestyle. Personally, I think some of the attitudes Bird represents this time: 1) pirate spirit, little rebellion (Steve Jobs brain remnants, have an impression); 2) connotation and contrast, I will not explain this, we are a rich connotation Emperor of the country; 3) small crazy, extroverted, interesting.

So we just express ourselves by it, and we do not even care so much about what this carrier is. Users are looking for a sense of participation in which they are substituted. For example, I feel happy when I have a dark sister or an outfit, but are they really obstructing me? No, I just use them to show myself Attitude. So as a product or brand, we have to give ourselves such a distinct personality and topics, so that users have the desire to "borrow you to express."

The motivation above answered the question, let's look at the feasibility of the problem.

Jiangnan style This song is unlimited copyright, in simple terms anyone can copy or re-create in any way. We absolutely can not ignore this myriad of spoofs that mimic the spread of Jiangnan style, an opening that allows an ordinary observer to quickly transform into a second communicator. It's like my product is free and open source, or we make it easy to share.

● Represent an absolute attitude and reject neutrality.

● You either love it or you hate it, or you love-to-hate it.

Uncle Bird showed a distinctive personality, you either love it, or black him, or you very much enjoy the process of this black him.

In fact, this point to undertake the previous point, in giving the product personality is very taboo to please everyone. It is all for our purposes as long as we find a suitable audience, give them a voice, and let them have the desire to express by our products. The golden mean is definitely not the ideal way to make products, I give an inappropriate example, take a look at Zhou Hongyi.

● the perfect combination of form and content.

Gangnam style incredible burst of red first affirmed because it is very good on the show: signs and easily imitated horse dance, very easy to produce earworms (that is, the reverberation effect) melody, as well as boring Korean research institutions on the song Conducted a study and found that it repeats five syllables four times over a period of 3.6 seconds, while the core rhythm of the five syllables repeats over 100 times throughout the song. Such beats and people in the jogging half an hour after the heart rate is almost synchronized, people feel the most exciting moments.

However, this song is the same as many of Noble's past works. The content is very rich and sharp (refer to the previous background introduction), and a piece of music that looks low-pitched also proves that it is soulful. At this point At least I think it is over, such as 忐 忑.

A good product, look cool to be tempting, but the inner more to stock.

● Take your core audience to heaven.

Uncle Bird did a free concert in Seoul on time as Hong went to the world. Traffic control in Seoul for six hours that day, all the extension of the subway system until 2 am to close the car, pro this is a sing. The scene is said to have 80,000 people, half-naked birds and tits riding dance, 20 people are too high to faint to the doctor. Uncle Bird's concert is completely free, but Seoul is his base, their value is far more than a concert ticket.

This is straightforward, holding up your core audience.

● Tipping point. Stick to the tipping point.

The seamless operation of the Korean entertainment industry is already well-known in any industry. It is unavoidable to have close contact with the media when a new work / product / brand is just about to come out.

The media does play an irreplaceable role in the guiding of the topic and can not be abused. However, we must make good use of the media to push the product to the tipping point that will naturally grow in geometry.

● All business is show business. Create an experience.

All the entertainment industry is creating a kind of experience, let us think about it, to see a movie, a concert, what do you get the real thing? No, they are selling is an experience, so this is a Experience the ultimate industry. From this point of view the entertainment industry is very worthy of reference to all industries, this view can refer to Scott McKain's "Business Show."

● Effective use of high handsome and a variety of celebrity effects.

From the very beginning, Uncle Bird invited Liu Zaishi, Lu Hongzhe and Ya Yake in the MV. The later high popularity in the United States also borrowed the exposure opportunities such as ellen show with Britney Spears, Cruise, Bieber and Sister Fruit Push shout.

Celebrity effect, I still need to say anything else, but the bird uncle in South Korea's entertainment industry has a decade of accumulation, the same for Internet products, business cooperation is a threshold, may initially be the most direct and effective thinking How to make rational use of various APIs and open platforms (Although there have been many discussions on this issue recently, some companies that rely solely on the Twitter API in their business model have been frustrated by Twitter's adjustment. However, we emphasize the rational use here.)

Finally, thank you very much for seeing my friends here. There are colored eggs after reading, because after reading I will tell you that in the two links I place, one is WSJ, has nothing to do with me, and the other is the product we are developing, marksays. Very much hope to hear from you. I wrote so much, you must let me put a link ah.

Finally, the last in case you're curious, aside some of the nonsense, I still enjoy the bird uncle.