The age of Consumer discourse

For a "boy", if you want to keep your childhood memories-KFC sucks the original chicken, then you have to participate in "who can represent the KFC by you to vote" fried chicken PK activities, and for a "", if you want to retain your current favorite-gold crispy chicken, but also through the vote to achieve. The fate of a product is entirely to consumers to decide, this in a traditional restaurant brand marketing history is very small, and KFC's marketing innovation is also integrated into the current hottest internet thinking-let the fans participate in determining the direction of the product.

When it comes to the hottest internet thinking, people can almost all think of those popular names: Ma Jiajia, carving ye brisket, Huang Taigi, but these brands can become a real brand is still difficult to conclude, but using internet thinking to do marketing does give many enterprises to inspire, internet thinking is also changing the traditional marketing model.

The age of Consumer discourse

Only in the era of the Internet, enterprises found that if all efforts can not please the fans (consumers), then all the investment is wasted, the market's voice back to the hands of consumers.

For the definition of Internet thinking, there are many opinions, some say "free, interactive, high-speed", some say "platform, Interactive, open", and some say "platform, interaction, diversity." Despite all the emphasis, but the past is a feature of the "interaction", that is, to highlight the characteristics of Internet thinking, the most important thing is to highlight the interaction, but also the key is how to interact.

For this intimate interaction with consumers, never please the image of the spokesperson of KFC, in order to this big PK, for the unprecedented please Chen and Ko Jindong, respectively, to suck the meaning of the original chicken and Gold Crispy chicken endorsement, for the use of Star appeal, attract more fans to choose their hearts most representative of KFC's products. Eventually sucking the original chicken won 10.78 million votes, while the gold-crispy chicken won 9.83 million votes, sucking the original chicken to retain, and gold crispy chicken may soon have to say "goodbye" to fans.

For two of the products are very mature, so that consumers and fans to determine the fate of one of the products, this really stimulated the participation of consumers, more than 20 million votes also do show the effect of this activity.

The success of the brisket is inseparable from interaction. It is said that carving ye spend a lot of time every day staring at the public comments, micro-bo, micro-letter. Users who are dissatisfied with their dishes and services will get feedback immediately. For example, fans think which dish is not delicious, this dish may be replaced by new dishes, fans in the process where the meal is not satisfied, you can rely on the official micro-reply to receive a gift or exemption.

As the most typical representative of the Internet thinking-millet, early interaction into the product brand. Jason Media chairman of the Internet thinking of Millet summed up to four points: the first is the consumer participation, through the consumer participation in the design insight into the needs of consumers, the second is the Internet channel, the third is the internet marketing means, millet advertising costs accounted for only 0.5%, channel cost is 1% below, And through marketing Millet won a 40% of the price ratio; Finally, the profit model, the core of the millet profit model is that he relies on small Mi Yun to provide value-added services rather than through hardware sales to profit.

Whether it's consumer involvement based on the product level, or based on the marketing level of interaction with the brand, marketing experts in the future marketing consulting organization President Li Zhiqi, this is consistent with the Internet thinking of the user thinking: only in the internet era, enterprises found that if all efforts can not please the fans (consumers), All that investment is wasted, the market's discourse right back to the hands of consumers.

Make a screaming product

"The success of the great Enterprise is because of the success of product innovation, the product is the biggest strategy of the enterprise." Therefore, for each enterprise, how to build their own strategic new products, is the key to improve sales. ”

Huang Taigi "Success" both suddenly and stunned!

I don't know at which point in 2013, a pancake shop called Huang Taigi quickly became popular on the internet. Huang Taigi is widely concerned about the story of "Huang Taigi's boss driving a Mercedes-Benz to sell" by netizens ' relish. Through the constant network hype, Huang Taigi inadvertently become urban white-collar all want to taste the "fashion pancake."

However, the public comments on the internet will be Huang Taigi "back to the original", most netizens think Huang Taigi pancake dining environment is good, service, but the taste is indeed general. "The Huang Taigi decoration service is very good, the thing itself cannot, completely did not go again the desire." It is estimated that the final and Malan ramen noodles, fire for a while, then the store shouted tired people also listen to annoying, do exist. "The public reviews a Netizen evaluation way.

Too much emphasis on marketing hype and the manufacture of gimmicks, but neglected the taste of the product itself, this became a Huang Taigi pancake congenital short plate.

The question of the beef brisket is mostly because of the product. Although the eagle said, carving ye brisket only 12 SKUs, although compared to the traditional restaurant is a lot less, but this is based on his own consumption experience and theoretical support. Consumer ginger in the consumption of several times after carving the beef brisket, on the product category of "lack" deep worry, "although the taste is good, but it is always a few limited dishes, but also too easy to let people tired." ”

As President of the Plant doctor, Jiayong has a simple, straightforward view of Internet thinking: make a product that makes people scream, and then the fans spread it. Jiayong thinks, as long as these two things can be done. To this end, the plant doctor's product and service concept is called "The amount of skin is matched."

Different from the daily well-known 4 major skin types, plant doctors on the delicate classification of the skin, pay special attention to 12 types of skin nuances, for these 12 types of skin has a corresponding product line and skin care program. "That is to say, into the two customers in our store, the cosmetics purchased must be different, because no one in the world's skin is the same, therefore, suitable for their products are not the same, this is because we have thousands of SKUs, you can do ' the amount of skin now with '. "Jiayong said.

"The success of the great Enterprise is because of the success of product innovation, the product is the biggest strategy of the enterprise." Therefore, for each enterprise, how to build their own strategic new products, this is the key to increase sales. "Li Zhiqi said.

Run your fans.

"What traditional companies should learn most is to be very attractive to their core users and to maximize the activity and conversion rate of these core users." ”

"Harvard Business Review" recently issued a dispatch: advertising, public relations, brand management and corporate media, including traditional marketing tools have been ineffective. You may not realize it yet, but the marketing world has changed dramatically, and traditional marketing has died.

Traditional marketing is dead, it may be premature to conclude, but there is a point, if not integrated into the Internet marketing thinking, for enterprises, to win the "" "consumer group will become more and more difficult. See how millet is made? Today, the Millet Forum has 10 million users, the space has 15 million, in micro-Bo and micro-letter have 4.5 million ~500 million users, MIUI users have 30 million people. Millet Forum traffic is very large, more than 1 million per day, posting volume reached more than 250,000, 10 times times the same manufacturers.

This is millet carefully built "fan economy". "What traditional companies should learn most is to be very attractive to their core users and to maximize the activity and conversion rate of these core users." Even further, like millet, to make these users into their own fans, which requires your users to achieve a truly extreme experience. Mobile internet expert Shen stressed.

"The most interesting thing about the internet is the fan culture, often a product is good when it will form a ' death loyalty ', a product more people scold, ' death loyalty ' will be stronger. "Carving ye pointed out that the millet mobile phone from the birth of the first day has been constantly scolded, and rice noodles are always fighting back." Once you have a certain amount of fans, those who criticize the people will easily form a curse with the fans, the result of the war is a surge in traffic, product sales.

Apple, Millet mobile phone fans operating basically this routine. and carving the beef brisket in the micro Bo spread the process has also cultivated some loyal fans. For example, if a fan thinks a dish is not tasty, the dish may soon disappear on the menu. The beef brisket every month will change the menu, which changes or the basis of the same to a certain extent is the voice of fans; carving ye brisket on new dishes, will be sent through micro-letter to the old users, there are pictures, text, have a taste description, This can not be issued on Weibo, to reflect the exclusive nature of the old user.

Li Zhiqi that the value of Internet thinking for marketing lies in: Rely on the internet to do the dissemination, to find the target customers, but also let the target group to know you, to participate in, interactive, user-centered product development, according to the target customer base to do precision "narrow products" to meet their personalized needs; small improvements, rapid iterations, Collect feedback from fans on the internet and quickly improve the product.