The social business of the mind of Luo is not so much a thing.

In the recent past, the Three Musketeers of the Lo Zhenyu thought, Li Tiantian, Shengchang claims to launch the country's 9 major cities, a 60-day "concert" tour, and in the face of the annual drama, I just want to say: "Never thought, integrity disappeared, now the ROM thinking is actually deviating from the social economy of the track, Make people more and more tired feeling no love.

First of all, I would like to show my attitude, I am in fact a faithful Luo powder, and write these things is to make suggestions, rather than belly black bite people. I am affected by Rough. For the free union of his free man, at once, I resigned from a seemingly decent job and spent the life of a freelance craftsman, and because of the spirit of his craftsman, to this day I would have kept the geek and the dead, and because of his devotion to his internet fetish, Let me resolutely choose to go to the dawn before the Internet dividend burst; and because of his persistent exploration of the "Community economy", I also joined the Community economy team, constantly looking at various books on the community, and later chose a job as a community operator, In order to practise experimenting with the possibilities of the future of the community. But when my mind is more and more fully aware of the "social economy", and then come back to see what Russell did, I suddenly felt that it was not. So I'm going to go and wait for all of you!

What is the community economy, my definition is: the Internet age, products and consumers are no longer a simple function of the connection, consumers began to care about the product features such as word-of-mouth, culture, force, charisma and other soul-like things, so as to establish an emotional seamless trust. Based on this, and a group of users with common interests, perceptions, values of the group, Group Bee Effect, interaction, communication, collaboration, infection, the product brand itself to produce the value of the relationship, this is based on the product and the fan group of emotional Trust + value-feedback, the formation of a common role of self-circulation, self-cycling range of economic system , called community economy.

Although the definition is a bit around the mouth, but the people on the Internet channel should be clear. I will then elaborate on the three main features of the Community economy, and provide theoretical support for all of my subsequent analytical judgments.

Characteristic one: Emotional connection, the community can produce a similar gravity of the mysterious force, to a group of people with common value proposition, the equivalent of fun to establish emotional association, so that they can produce point-to-point cross-infection, and can act together to generate superimposed energy, thereby creating the emerging value.

Feature two: the interests of the community itself is a form of organization, to maintain the normal operation of the system, each individual in the system can produce value and gain, and the system itself will be a cycle change. Like cells in a human body, each cell should have a nutritional supply, a dead number of cells, and a new cell complement to ensure the structural integrity of the tissue.

Characteristics Three: The scope of the economy, the community is essentially a small set of ecosystems, is the industrialized civilization touched the ceiling, evolved from a tribal economic form. The community itself is to have the ability to grow, to digest, to replicate, and not to be guided by a central, permanent motive.

Please, chew over the definition and characteristics of the community economy, and then let me see the three "sins" of the thinking of Luo's mind deviating from the "community economy".

Crime One: the most unreasonable member recruitment in history

This is one of the wonders of the Internet memorabilia, the first wave: 6 hours 1.6 million, the industry turmoil; second wave: Day time, 20,000 members, 8 million. Congratulations, congratulations, riches, Laoyanfenfei, condolences. Why is that unreasonable?

One: When the fans are not clear what kind of products and services, the issue of a member recruitment order, by setting up ordinary members and hardcore members of the hierarchy and a batch of the recruitment of hunger overlap, to induce fans in the impulse irrational situation, completed a consumption. Logically speaking, you love my willing to trade and no right or wrong, Rough also said love to support, do not love to wait and see. However, from the perspective of the Community economy, this is biased, the community will be set up at the beginning of the funnel, not only to recognize money, resulting in the uneven structure of the community members, this is bound to lose the value of the community. In fact, after the formation of the community, some fans have been asked to ask for specific products and services, and these people will be regarded as people who do not have the community spirit to be repaying. The unreasonable thing is that Luo fat ignores the affirmation that sustains the community ecology is the value, the fan can not take seriously the product and the service, but the community organizer cannot leave these when the meeting. Moreover, I think the greatest value of the community is between fans and fans, if this group of fans do not do screening matching, how to ensure the value of the community?

Second: 100,000 fans of the community limit, can not be harnessed. Kelly once described the theory of 1000 hardcore fans, why 1000 fans, not 10,000 or 100,000? The reason is simple, too much, love is weak. 1 craftsmen can connect with 1000 people, then set rules to guide 1000 of fans to collaborate with each other, resource matching, promote the value of the entire group, too much can not take care of all the fans. Luo Fat's idea of the 100,000 fan community, relying on his personal charisma can also support, but the community economy from the system to build up. The emotional connection that a Community system simply relies on Rough personal idols is not sustainable, to maintain the ecology is bound to be through a certain mechanism of interest, so that every fan in the community to find value points, even if it is not possible to ensure that all fans can benefit from the platform, but at least to control over 60%, In order to enter and out of the dynamic in the balance, and social organizations will never stand down. Li-Li to be able to go, the Chinese, you know.

I think that the size of Mr. Luo's membership in 10,000 is enough. The use of large data thinking to fully tap the community members of their own situation, to help them solve their own needs, and then to match the community members to collaborate. As long as the value of these 10,000 people is multiplied by several times in the community, the platform value of the thought of the ROM can be truly achieved, rather than the current 10 million membership fee of the year.

Two counts: Community business model Lean

A stable and lasting community ecology certainly has the self growth, the self digestion, the self duplication ability, but in the past several times in the Community commercial exploration experiment, the Luo thought plays the knowledge media amplifier the function, is not the community own value manifestation.

Example one: the member benefit plan of the cooperation between Luo's thinking and music-viewing. As far as members are concerned, most of the members are in nowhere, and only a handful of members have received prizes; The media commented that the lottery has earned the benefit of the advertising aggregation effect, and the payoff is that millions of Rom's thinking public account fans have become the focus of the dozens of media after the event and so on. On the marketing point of view, Le Vision is to make no doubt, but le see this attempt in the community is really earned, I think is the key. True community, should have the ability to digest, if said, music to the Luo thought Fan's experience product, with fans ' experience feedback and other fans affected, they bought the music-vision product, which is even if the cost of the product is offset by the profit from selling the product in the community.

Example two: The King meal of Luo's thought. While Luo powder across the country tasted a free meal, it must have been a scream of amazement, but whether the business offering free lunches had benefited. The commercial logic of the Overlord meal is essentially O2O, the restaurant hopes to be able to flow through this form to the shop, and then form a line of word-of-mouth effect, to attract more potential consumers in the restaurant, it turns out that this is only the business of their own yy. In contrast, the effect of seemingly group buying is more obvious, at least can monitor. What the Luo thought to do should design the rules, let the fans, really participate in the restaurant's Word-of-mouth propaganda process, to help the restaurant to achieve a certain diversion, rather than the swagger to tell fans, our business model is to let a group of people together, take advantage of others, what is the difference between rogue behavior? The wool is on the dog, Pig to pay the model, you can try, but gamble on this, sooner or later there will be problems.

In my opinion, Luo's thinking should take advantage of its media amplifier, but it must not stop here, and should explore the social electric quotient path closer to the commercial essence. How to effectively help the sponsor output value, it is recommended to play the trust endorsement of the thinking of Luo, to remove the trust of members and products, the real help of the brand in the community to achieve sales transformation, this time superimposed on the media to enlarge the output of the brand effect, is a real value creation ah. Rather than blindly pursue the value of media advertising, it is undoubtedly in the self-destruction of the future. The community itself does not have the hardware of the production capacity, how to let the soft production strength of the community combined with Third-party resources to achieve value sharing is the direction of the continuous exploration of the thinking of Rom.

Three counts: The Hasty national Open class

The opening remarks, the Luo thought to hold "the concert". Why would I want to keep the Luo-fat Face to the national public lecture on the thought of the Open Class tour as a concert? The concert model is a process by which celebrities use their personal influence, sell tickets and consume fans. In the absence of a clear link to the value of the members of the relationship between the idea of the country ahead of time, to fans and non fans launched a false open class, apparently a little hasty.

One: The Open Class model is in fact the game of convergence Gold. Logically speaking, in a situation where the concept of community economy is not very popular, it is necessary for a knowledge-based community to hold free or near-cost public classes throughout the country, but Luo's mind chooses to embrace tyrants, members or non-members can enroll in the course, and the price is not cheap, This is obviously contrary to the original purely Community business experiment, but the purpose of leap.

Second: The community should reject the invasion of the brain residue powder. Luo Fat's personal idol star effect expands again, will certainly tarnish at that time constructs the community ecology beginner. The biggest difference between the fan economy and the community economy is the quality of the fan group, when the community's attractiveness is too much of a community leader, it triggers a blind cult of personality, which brings together fans who do not understand the nature of the community's business, and show idolatry at a stage that is supposed to belong to a social group. Rom thinking in the subconscious drive up Rough my influence, will unknowingly produce a lot of brain residue powder, this to the community values infection is very dangerous things.

I think that the open class of thinking of Luo, can be on, but treat already have member, must be differentiated, or to design the corresponding rules so that the value of community members can be highlighted. Public lectures should also focus more on community commerce itself. Don't speculate on the personal influence of Luo fat, to know that the value of the community itself is the core of epoch-making significance.

Said so much, just to my favorite rom thinking, to mention some heartfelt words, again, I am very respectful of teacher Luo. Luo thought itself is also a company, recently in the mass recruitment, and then launched a number of commercial products is also helpless and inevitable choice, but do not stop to the community economic ecology of deeper experimental exploration. I have made the judgment, but also for me this six months to study the community of a simple summary, if there is an offense to Miss Luo forgive, but also hope that all Luo powder can stay under the mouth, with the community mad, fry what too urgent ah!