Can the long tail theory be applied at home?

Lead: "The long tail demand of Rhapsody has been endless." Not only the top 100,000 of each track will be on demand at least once a month, but also the first 200,000, 300,000, 400,000 tunes. As long as Rhapsody has added tunes to its library of songs, there will be listeners on demand for these new songs, although only a few people have been on demand each month, and they are distributed across different countries in the world. As long as the cost of operating 400,000 pieces of music is comparable to the cost of operating 40,000 pieces of music, then the profit added from the 40,000 tunes will win the world in vain. This world is the long tail of the world, its profits can even exceed the big hot world. ”

As can be seen from the Rhapsody example, with the popularization of the Internet, produced a low-cost, unlimited amount of "Network shelves", network business costs far less than the real life of "Wal-Mart", so that online sellers can place only a small number of people to buy goods, accumulated a large number of micro-sales, thus in the long tail of the theoretical gains However, here is a question: the factory production of things, only one months only one person to buy? How is the benefit of the manufacturer guaranteed? So the long tail theory puts forward another concept called "amateur productivity", which means that these producers are amateur, they do not care about the direct economic benefits, they are more concerned about the sharing of fun products.

"Amateur productivity" has become the basis of the long tail theory, if there is no amateur productivity, relying on the long tail of money to the business will face the embarrassment of no goods can buy! In foreign countries, the success of MySpace, YouTube, reflects the strong foreign amateur productivity, both sites have high-quality video clips, music, and Amazon's shelves also appeared a large number of amateur work, amateur work as an important part of Amazon's income, but for amateur writers, Money returns are far less important than the psychological rewards they receive.

In countries with good living conditions such as the United States and Europe, early internet life is not very popular, there are a lot of "small movies" on TV, and DIY cars, boats and aircraft in the United States have been playing for many years, so that people have a lot of energy to do things according to their hobbies. , the production of a large number of products, forming a strong amateur productivity, along with the popularity of Internet online life, these amateur productivity naturally migrated to the Internet, the achievements of MySpace, YouTube, Amazon.

And at home, with the socialization of the Internet, the Internet has become a part of life, but online life is the main crowd of students (32.3%) and Urban white-collar (48.8%), and Europe and the United States, (1) The traditional education students have free time, but the productivity is not strong; (2) and China's urban white-collar jobs are tense, Less spare time, not amateur production. So China's overall amateur productivity is less than in Europe and America. So, on every video site, without exception, filled with a large number of "karaoke", "Turn to sing" and other low-quality products; Each blog site is slightly better, writing is in line with Chinese culture, many essays, but can publish a few articles, other aspects of productivity more difficult to reflect.

By living conditions factors, but also bring other problems, many netizens in order to become famous, began to spoof, imitation sister Furong; product quality is not good, consumers to the site after the curiosity, and did not precipitate, but also not an amateur producer. and the website for traffic, also began to hype "accord women", "Furong brother-in-law" ..., leading to vulgar products flooded the entire industry, amateur productivity training and not to the benign, healthy direction of development, product quality vicious circle.

Amateur productivity is the key to achieving profit in the long tail, to improve the amateur productivity needs to meet the domestic social situation, market segments can tap more productivity:

(1) Chinese university students have a certain production capacity, and more free time, relatively superior living conditions, interest-oriented production;

(2) Urban white-collar job competition, forcing them to work and study in their spare time, producing amateur productivity, but this kind of amateur production in the financial reporting requirements relatively low (for example: Part-time job can express ability, obtain the approval of the line, accumulation of social capital, return from long-term benefits).

(3) The child market, the parents living condition is relatively good, to the child's high degree of care, "love" let the production regardless of cost (if there is a love market is such, hehe).

(4) Other .....

In China, the amateur productivity of netizens is generally very weak, the mass market is difficult to use long tail profit, but in each "have strong psychological desire" in the market segment, mining amateur productivity, using this "regardless of material return, more value psychological return" productivity to obtain profits, users and service providers, is a way of applying long tail theory in China.