Cock silk. Three principles of "desire management" in economy

the people.

Get cock silk of the world, cock silk marketing to master three points. 1, Release cock silk "high handsome rich" dream. 2, realize the value of cock silk. 3, tapping potential high ARPU cock silk. Cock Silk economy is actually to the management of human nature, is to desire.

Last year cock silk word on the "People's Daily" was rated the Network Ten hot words, "cock silk economy" concept began to be sought after. In particular, 9158, YY and other low-key company's reverse attack ashore, because of its IVAs business user group of special, extremely scary Apru value, subversion of the Internet business Model observer of the three views.

Careful to think of, bat three big all play is "cock silk economy", Tencent earns is a huge amount of cock silk of small money, Baidu earns is cock silk medium and small-sized enterprises, and Taobao Gold Lord is thousands of cock silk shop long. But, compared to bat, there are individual exotic companies more typical--1, their business model is based on a typical cock silk group, such as migrant workers from the countryside; 2, these cock silk users apru unexpectedly high, even higher than the white-collar workers. So there is a saying is "Get cock silk, get the world".

About "cock silk economy", I think the most core thing is "desire management". Combined with some of the marketing cases, I refined three important laws, the final point of these rules is one: mining the value of a single cock silk marketing.

Rule 1: Every Dick has a dream of "Gao Shuai Fu"

Cock Silk has been to "short dwarfish poor" and "fertilizer circle" self-deprecating, at any time a pair of "I am cock silk i have no bottom line" of the pie. But self-deprecating is always a way to protect yourself. In fact, in the deep heart of cock silk, there is a dream of becoming "tall and handsome", and the dream is the power of positive upward. Who can release this power, and the economic value attached to the cock will be released.

Observed a few recent "cock silk economy" marketing cases, their directivity are very clear, that is, to win the cock silk, exciting cock silk dream. Then naturally picking "cock silk economy" bring fruit. This marketing of the Dan is not really need how clever, but to understand a truth: cock silk economy is actually the operation of human nature, is the management of desire.

Take a look at the storm video. This company and Gome online push a "million cock silk" activity, gimmick very big, pull to Cang Jing empty, Liyi and so on and cock Silk Group recent star do guest, launched the history of the first cock silk draft activity. Give winners 1 million bonus, the essence of such activities is to do Dick Silk's self-identity management.

Let's comb the logic: As a video client, the Storm audio-visual superior silk properties, through its pop-up and tips desktop media bombing, coupled with Cang jing empty to otaku, liyi to cock silk driving force, at least can get tens attention, this CPM is lower, roi higher. These concerns in addition to the brand exposure, but also into the gome online sync "cock Silk shopping festival."

Interestingly, the value of cock silk is also discovered by the film and television circles. Nine knives in the "those years" thoroughly streamer students of the silk group of tears, and began to tease the success of the "Desire", the new film "Super Hero" story in a nutshell, speaking is "cock silk superman joy More, Laid-off employment second spring." Nine knife see a point, cock silk although not much money, but cock silk also have desire, and can afford movie ticket. Chess Gaofeng a trick.

Therefore, the Internet enterprise to be good at digging cock silk latent desire, gain its can't, can really win the recognition and respect of cock silk. And this is the foundation of all cock silk business model.

How much does the silk dream cost? Keep looking.

Rule 2: Dick Silk's spending Power (APRU) is stronger than we thought.

Is the ARPU performance of the cock silk really weak in Gao or Bai Fumi? Oh, don't look at their pockets, but both the desire to consume, but also the ability to consume. First of all, look at the data.

Huan Shopping Network is a main cock wire of the electric business site, purely to play mobile end of the network to buy users, focusing on migrant workers, students, there are three or four of line users. The site's annual customer unit price can do 400 yuan, in the promotional intensive time can also do 380 yuan, which is much higher than Taobao's 200 yuan per customer unit price.

In the "million cock silk" activities, Gome online launch of "Cock Silk shopping festival" even the cock silk also do a primary, intermediate, high-level distinction, targeted matching selection, gimmick is very sufficient. But the key is the whole chain: The storm is responsible for the excavation and conveying cock silk, gome online activities by the operation of precipitation cock silk, and then find a way to push left the customer unit price.

The former Shi Yuzhu retired to do otaku, at the end of the day, but also with the giant network of the new network game "cock Silk online" To tell everyone his success mystery is derived from cock silk, and even the joint Yi concept released the "Chinese Internet" cock Silk "user Game Behavior Research Report", To tell you that the current number of Chinese cock Silk has reached 526 million. In 2007, the Giant's "journey" on the 300-yuan ARPU value of the summit, more than the industry average of about 1 time times. So that the Giants only by virtue of this product, completed the NYSE listing.

Why does Dick Silk show such high apru in some internet consumption?

1, a lot of cock silk in the factory area, its entertainment, shopping and other needs are suppressed, online shopping is just needed; 2, Gao, Bai Fumi Although the income is considerable, the home is thicker, but its available for scheduling expenses are not much, and cock silk is not the same, a lot of work cock Silk did not buy house pressure, because did not think about buying a house; 3. Labor price increases, Cock Silk income rises, 4, three or four line urban channel cost superposition causes the offline shopping and the net buys the difference to be bigger.

Rule 3: "Big dick silk" is cock silk economy's long tail

The traditional meaning of "cock silk", often associated with "economically not well-off group of people." But in fact, there is a unique phenomenon in Chinese society: There are a group of people, they would have been cock silk one, but China's reform and opening up brought about the opportunity to make them rich "big cock silk", but their mentality and cock silk mentality has a similar side.

Internet companies should pay attention to the operation of this group of people, because they are cock silk economy in the long tail part-the quantity is not much, but the ARPU value is exorbitant. Such cases abound, such as 9158 of the soil rich, met their favorite beauty anchors, can hit hundreds of thousands of or more. The same scene in yy, network games and other platforms are the same. Its desires come from the rich and the competing.

Summary: Cock Silk economy is actually to the management of human nature, is to manage the desire, this kind of economic phenomenon's birth actually earlier than "cock Silk" this word birth. The practice of the realization of the value of the Cock Silk Group is also the grasp of user experience and user psychology, which is an important lesson of Internet management.