has been reading this "tipping point" in the American Malcomgradwell.

He has been reading the "tipping point" of American Gladwell, and has finished reading it today. If you finish reading this book, you will have a good understanding of some of the trends prevalent in this society. For example, the millet mobile phone why can be so mad Rob and three years to do the value of 10 billion dollars, and so on, such as seabed fishing is so much known.

Here's how I interpret and think about a popular wave by understanding and thinking about the book, and how to make a pop feeling.

The three basic laws of the popular tide

No matter which of the world's rising tide, it needs to adhere to the Three laws: first, the law of individual characters, the second is the law of adhesion factors, the third is the law of environmental power, three indispensable. If an event or a rise of time is very short, or is not rising at all, it certainly does not satisfy the above three laws. If it is satisfied, it will become a trend, such as the industry of millet and Apple.

1. Individual character rules

The rules of individual characters include three points, one is the expert, the other is the contact, and the third is the salesman.

An expert is one who is proficient in the field, he holds a large amount of information in the field, and has a high sense of initiative in the field of information, and the details of the field and changes in every move are familiar with the chest, familiar with, such as the western information brokers, such as the industry's Feng Dahui, Small mutual and so on the insider information, they know the industry very well, at the same time also have a strong initiative to collect the ability of the inside. Of course, insiders do not need to be as persuasive as a salesman, they only need to get a deep understanding of the industry and actively collect the information.

The contact is those who can put the expert together with us, they are keen to spread the news, they have a strong communicative ability, communication circle is very broad, from the social point of view, they are the social binder. As the book states, the reason for the American War of independence apart from being an expert, it is important because he is an excellent associate who can deliver the "Englishman coming" well to the local militia leader and convince the local militia leader to believe the truth of his message. The other man, Davis, who was not normally an excellent associate and not a NB salesman, could not detonate the American War of Independence, but Revere succeeded.

Salesman。 Salesman, I don't need to say that, everyone can easily understand. A good salesman has the characteristics of being energetic, expressive and extensive, and convincing people who don't believe in these things, such as Western missionaries and Dale, are excellent salesmen, through their ability to convince them of their abilities.

So, if you need to create a pop boom, all three of them need to be found. Millet from the beginning by the mobile phone industry to ridicule the development of the vast number of enthusiasts sought after, it is found in these three types of people. As Lei himself said, he started by looking for 100 cell phone enthusiasts to study his millet cell phone, and a large proportion of these 100 people are the three types. Through their expert enthusiasts constantly grinding products, and the spread of millet everywhere. If Yu to put Huawei mobile phones into a trend, at this point need to learn from lei.

2. Principle of adhesion factor

The adhesion factor, described in a straightforward sentence, is attraction. If a thing or an object has a strong attraction, can let a person have a photographic memory, so it is popular or the possibility of a very high degree of attention is higher. For example, Pea pod, its small fresh style, for the one or two-line city white-collar users, compared to other mobile phone assistants have a strong ability to attract. Like the iphone, why is it so much more concerned? A small change in Apple will be read by the major media coverage, as well as the user's attention? That's because of the super attraction of the iphone. So mobile internet in this circle, if their products do enough to attract people's attention, then it has succeeded half, this is the principle of adhesion factors.

And how to make their products have strong adhesion? I summarize in one sentence--based on the needs of the target audience you want to serve, output your product shape and promotional information through their way of thinking and acceptance.

(1) based on the needs of the target audience you want to serve

There is a word in philosophy--returning to the source of thinking. This sentence is very clear to tell you, when you want to do something, to return to the source of things, to think about what this thing is, how, how to do. So, through this methodology, we think of the phrase "based on the needs of the target audience you want to serve", first of all, you need to know who you're dealing with in this matter, the old man? Child？ Middle-aged woman? Industry elites? Or is it a small white user? What is the demand? Is it a question of eating? The difficult question of a taxi? Or those who want to see the hair and not find the source? This requires you to think about this thing when you're doing something.

For example, 360, a company that everyone knows well. What's it going to do? 360 to do is to provide high-quality free security services. This demand is subdivided, 360 is for internet users to solve all kinds of security problems encountered in the Internet to provide high-quality free security services. WHO serves? Chinese Internet users. Can the crowds be subdivided? Chinese Internet users! What is the subdivision point of Chinese internet users? That is the Chinese Internet of those lazy people or small white users. So we've got 360 user groups and things to do: 360 is dedicated to providing high quality, free security services for Chinese internet users who are lazy or are small white users on the Internet.

360 by accurately finding the user's demand point, give yourself a very good positioning, so it in the market share as high as 84%, it can do success is not covered.

So, before you do something, you have to think about the target group of users you want to serve and their needs. So in this regard, Baidu, Tencent to do security, it is necessary to carefully analyze this.

(2) Export your product form and promotional information through their way of thinking and acceptance

This is also interpreted as an example of 360. After reading based on the previous point, we need to think about how 360 of users think about it. What kind of things do they like? What kind of publicity can they accept? Is it a direct rough type? Or a euphemism for literature? By means of research and psychological simulations, we can see that 360 of users are lazy people who don't really want to delve into the problem when they encounter security problems on the Internet, and they are the ones who just want to have a way to solve the problem quickly or in one step. That would come to the conclusion that these people are lazy people and are not very knowledgeable about Internet security.

So let's think about what these people like and what kind of publicity they are more receptive to. Through the investigation of these users and the analysis of the data, it can be concluded that most of these people are in two or three or four line cities, not too familiar with the Internet or simply do not understand, and lazy to think about these problems, want to use the Internet to understand what is happening outside the world or those who pass the time through the Internet way. So what kind of publicity would they be more receptive to? Directly！ Simple! Fast！ So from these points of view, why 360 Mobile phone helper interface is still so ugly, not as small as the pea pod Fresh, why 360 of the user culture will be so simple and rough, not like watercress so there is literary flavor. This has been well explained.

3. The law of environmental power

How big is the environmental power? Darwin's words can be a good illustration of this-survival of the fittest, meaning that all living things in the world, need to adapt to this environment to survive, or will be eliminated. Similarly, Chongzhen Emperor when the Ming Dynasty, there are natural and man-made disasters, the rebel army, outside has the later Jin's eyeing, the temple inside is the moth unceasingly, does that Chongzhen frugal simple, diligently Regency, vigorously eradicate Party, also is unable to prevent the Ming Dynasty big summer the inevitable dumping tendency.

The environment is as important as the above two laws as to whether a popular tide can rise. For this, "tipping point" book mainly points out that the rise of the popular tide is closely related to the conditions, time and place of its occurrence, in the Chinese old saying, that is--right and right. At the same time to launch a large-scale popular tide, the book also pointed out that the first to launch a number of small-scale pop (each popular team size needs to conform to the 150 law), summed up in Chairman Mao's famous saying, that is-a spark, can start a prairie fire.

Through this, we look at the development of millet.

1. The situation on the periphery

In 10, the mobile operating system of Big Brother-Nokia's Symbian operating system, because this system is closed and can not play high, has not satisfied the user's entertainment needs, and at this time the Android system due to its openness has been many geeks, the Android system has greatly replaced the potential of the Symbian system. And Lei, a big guy in the industry, has a wide range of network resources in the Internet, and also has a lot of money on hand. It was the year of April, Lei with its entrepreneurial team to create millet, set up a MIUI. MIUI for Millet mobile phone has accumulated a lot of down-to-earth mobile phone geek and opinion leader, that is, "tipping point" in the individual characters. Under the above three points, Lei succeeded in accumulating the original capital of the millet mobile phone successfully.

2, a spark can be a prairie fire

It is because of the original capital accumulation of the 1th, Millet mobile phone began its prosperous road. At the same time through the following three points, the fire to such a millet was crazy rob the point.

(1) "Hunger" marketing

Millet mobile phone in the launch to now, even Lei said 14 millet handset sales will reach 40 million units, not even open "hunger" marketing this step. For the time being, we are not going to delve into whether Lei is intentionally or unintentionally hungry. But through the method of starvation, quickly to consumers to create a millet cell phone is very scarce, who grabbed the push and have the other mobile phones do not have the super cost-effective impression, so it quickly attracted more people to rob F code, Millet mobile phone.

(2) Increase the popularity of millet through the media

As the 1th said, the millet mobile phone quickly by users and media attention. Because the Millet cell phone has a burst point, users love attention, the media out of their own interests, and millet intentionally or unintentionally in the media exposure, so media channels vigorously report the latest trend of millet, whether it is the negative news of millet or positive news, or some sesame garlic skin, the media are the first time to follow up, and give its headline exposure position. As well as CCTV's vigorous report millet (of course, the government has its own political reasons, by supporting domestic handset manufacturers to counter the invasion of foreign handset manufacturers, as well as foreign data collection), so through the expansion of the media, Millet's popularity crazy growth.

(3) A single spark, pushing the scope of a prairie fire

As mentioned in the previous article, Millet's early users are those mobile phone enthusiasts and opinion leaders, that is, "tipping point," said the innovator and the initial adopters (individual characters in the book), through their friends around the spread of millet cell phone, while millet in the country to establish a large number of millet club, Millet users from the line to the line, composed of a small group, formed Chairman Mao said a spark, will this millet crazy rob of the fire continue to Gavans, expand.

So through the above two points of the external environment, resulting in today's millet--2014 plan shipments of 40 million units, the market value of more than 10 billion.

This is my reading "tipping point" this book on a popular tide of interpretation, there are right or wrong place, welcome to correct me!