Internet brands need to let young users understand you

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In traditional enterprise marketing is based on traditional economic theory, not only the effective use of scarce resources, when the material shortage to the rich economy, the enterprise marketing needs to start afresh, because the rich economic theory is built in the material is extremely abundant, the consumer's psychological needs decentralized social and economic environment. In the past, people buy products, more through the way of inquiry, commodity information and price is not transparent, now, the network makes all commodity prices transparent, easy to around. According to the theory of long tail when users/consumers face unlimited choices, as long as the storage and circulation channels are large enough, niche demand products share of the market share can be compared to those who have a small number of hot sale of the market share to rival or even greater. The broadcast-media model is based on a scarcity economy, with channels always limited, whether on television or radio.

So as spectators we can only passively receive and select limited channels and mandatory push content.

YouTube offers an unfettered choice of access to unlimited channels, free channels created by anyone, and a channel of abundance to meet audiences. And you can choose any program that you like to watch. As in the era when agricultural products are not as rich as they are today, food production is worth far more than food processing, and as more and more food is plentiful, consumers pay more attention to the taste, texture and nutrition of food, even the beauty of packaging and the convenience of sales. Security and material are the basic needs of people, then belong and love, respected, self-realization of the high demand, in the rich economic environment, each level of demand corresponding enterprises are facing the fragmented market.

Where the customer is in the marketing position of the enterprise there, when the marketing environment changes after the marketing tools have changed. In the past, traditional broadcast media have monopolized the propaganda of values, and with the development of social economy, after material abundance and even surplus, along with the development of open, rich and readily accessible mobile Internet, information and communication channels are more fragmented, so the values will be more diverse.

For example, the mob fans with ridicule, indifferent attitude to express their values, MO Mo User's gun friend culture. See the Tigers as idols of the 80 ago, do not understand Jay Chou's double stick, is actually to its fan group values do not agree with the performance; in the social environment of affluent economy, the spiritual needs of the mainstream consumers have changed with the diversity of values, such as the past to measure success with a broader social acceptance The future is measured by the standards of values that fit a handful of people.

Ctrip's 500 million-dollar promotion is like strange Uncle Chao to a group of like Gaomuxiong also the beauty of the girl to sell, the hands of onlookers are also many, marketing wisdom in grasping the heart, by Chao endorsement can also be extrapolated to their own target customer positioning of the crowd. Snapchat's young users have given up Facebook not only because of their parents ' use, but also against the values of the QQ show and Facebook's main user base, as they rarely buy the QQ show before 80.

The marketing method has not changed, the change is the marketing object. According to the positioning theory, the brand must occupy the first position of the consumer's mind, such as safe car-Volvo, Internet Security-360, business travel first choice-Ctrip, occupy the consumer's mind this does not change, but as the brand of the current mainstream consumer population of the growing age, How are giants going to win a generation that is growing into mainstream consumers, even after 00?

After the growth of the rich economic environment generation, has not experienced a lack of material, so no longer pay attention to the function of goods. The giant's accumulation of users, resources, brands will increase their likelihood of restrictions, such as the Internet experience of Suning gome, if the interests of online and offline can be redistributed or two distribution of the way to ease and mediation, how to reshape the brand through the Internet, More young consumer groups that win without losing the original customer base are new issues for every giant.

Change is also the enterprise itself. Under the impact of the Internet in the future all enterprises will be transformed into consulting companies, whether 2B or 2 C need to persuade users to use their own solutions. Whether it is the food oil or sogou input method. The internet will take the lead in eliminating and transforming industries such as the media that sell information as their main business. The second is in industries such as online education, where the demand for users is not met by refusing to switch to consulting firms, and the mobile internet can accelerate this.

Tool products remind me of Sogou Wang Xiaoquan said tools are difficult to make real money business, tools to transition to do services, both product transformation demand solutions, through personalized customization or value-added services to make money. Lei Feng's point of view to the user's value through the community and electric dealers to cash. I agree with Wang Xiaoquan.

First, the tool is difficult to charge, in the economic foundation from the land to knowledge of the knowledge-based economy era, many of the products and services with high economic value will be free and quasi free, such as Google has a lot of products, but Google is first search, is a tool, is the material requirements level of the solution. Information in the information age is constantly rich, the value of information is getting lower, scarce or valuable is not information, but "information on the message", that is, after the deep processing of information. And Google + is a social product with strong user values, an advanced demand solution at the user's spiritual level, and it's hard to say that most of his users are being moved here. For example, 360 series of safety products, safety is the material level of the basic needs and rigid requirements, must be free and to invest a lot of resources to achieve the user experience to the extreme, and Zhou forecast the future trend is "hardware free."

Second, tools must be a part of the Giants ' ecosystem to realize the transformation of the value of the user to the business value that Wang says. For example, accumulated a large number of customers and resources BATQ in order to control and build their own ecosystems, in the discovery of the basic requirements of services, have adopted a free expansion of user base, diversion rapid promotion, continuous optimization of user experience to enhance product strength. (The growth of WhatsApp and micro-letters proves that mobile instant messaging and social networking are the strongest basic demand services found in 3 years, and what are the basic needs to be discovered over the next 3 years?) If the grain production in the industrialized production mode is much higher than the total demand of the market, and the value created by the agriculture which is engaged in grain production is far lower than the value created by the grain processing industry, the extension of the whole industry chain strategy of COFCO to the grain production is to strengthen the upstream of the industrial chain Improve the customer value of their own ecosystems and build higher entry thresholds.

Micro-letter Zhangxiaolong in a product manager's mindset in reading mobile internet and micro-mail said: "My conclusion is right in the present, but because of the time and change is right." A strong and confident image of the success of the fortress. @ American Rabbit Travel Network Wang Hua at the end of this sentence: I said, are wrong.

Author information: Wang Hua, the founder of the American Rabbit Travel Network. Author Micro-letter public: Lvxingyuding "