Kun: How to play a good fan economy in traditional enterprises

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

There are some new concepts on the internet every year, some of which are good concepts that really solve problems, and some are only fraught pseudo concepts. This is not, in the past two years, "fan economy" on the big line, especially after the micro-letter popular, directly promote the popularity of the fan economy and development. If the insider, the micro-letter on the thousands of friends are embarrassed to greet people, if the enterprise, not the entire micro-credit public number is almost a symbol of backwardness. Of course, I am not saying that the "fan economy" is not good, on the contrary, I think "fan economy" is a good concept to solve the problem. But a lot of people to "fan economy" understand partial, with rotten, so today Kun here and everyone in detail to discuss the traditional enterprise how to play the fan economy.

The current situation of the fan economy

In the process of long-term contact with enterprises, I found that many enterprises to "fan economy" is to build a public number in micro-letter, and then pull people and advertising, so an advanced and tall things into a "soliciting economy", "small advertising economy." Some companies, in order to make people pay attention to their public numbers, exhausted the brain: do the hotel's attention to the micro-signal after free wireless internet access password, do the attention of the hotel micro-credit after the public to send drinks or discounts, do food after the attention of direct delivery of food, and some really have nothing to send, directly to the beauty, Recruit 234567 beauties to put on the sexy bikini, the scene invites the person attention.

With the attention of people, is the day and day ads to serve: a variety of corporate propaganda, product introduction, promotional activities, or a variety of reprint, what Soul Chicken soup, inspirational stories, classic quotations, news gossip. Some individual entrepreneurs have replaced the micro-credit public platform with a personal circle of friends, resulting in a circle of friends full of advertisements, jokes and chicken soup.

In fact, discerning people can see that this is the wrong idea and behavior, but the sad thing is actually someone put these serve for classics, still vigorously spread. For example, kun a few days ago to see an article about the fan economy, the article said that such a fan economy to play well, its micro-letter public number has been n million fans, and then a big talk about a soliciting experience, it is extremely sad.

Second, why play the fan economy

To play a good fan economy, first of all to understand why to play the fan economy, its essence. This is called the word and the operation of the problem, micro-letter or Weibo, are called surgery. The so-called "there is no way to stop surgery", there is no guidance, surgery is not necessarily able to play a good role.

To understand this problem, we must first understand what the essence of Internet marketing is. In fact, network marketing or traditional marketing, or now popular mobile marketing, its essence is marketing, network, Mobile is only channel. What is the nature of marketing? Marketing is the result of the pursuit of "profit", it should be said that all the work of enterprises are basically in pursuit of profits, enterprises have no profits, the others are white, what corporate mission, culture, change the world is a fantasy. It is like a person, if hungry dying, then do not talk to him about ideals and morals, his ideal is to have the life of stuttering first.

and marketing pursuit of the goal is "brand", an enterprise to survive, must be competitive, and the enterprise's biggest competitiveness is the brand. From the perspective of the digestive psychology, the brand will have a very important influence on the consumers ' purchasing decision. The "First law" in marketing is a good interpretation of the problem: when the conditions of two products are similar, for example, the price is similar, that consumer will often choose the first brand. When there is a brand, then do marketing to maintain the brand.

Ladies and gentlemen, reader, do you think there is a reason for what you just said? You may feel justified, but Kun to tell you that these are very useful before the Internet, and the internet turned out to be a change. As we all know, the Internet has subverted people's lives, subversion of traditional industries, but also subvert the marketing industry. In the age of the Internet, a brand does not necessarily sell well. Because the internet has broken the geographical limit, eliminated various information asymmetry. Want to see the author more articles or exchanges, Baidu can search Kun blog or attention to micro-letter public number: Kun friends will. In the tradition, there are various local brands, industry brands, but with the Internet, we found that all of the same brands are competing on the same platform, and based on the "First law", most consumers will only choose the industry limited several well-known brands. So there is a word in the Internet industry, said is on the internet, only the boss, no dick, although said a bit absolutely, but not unreasonable. It can be said that the age of a brand is rampant.

In this case, the emergence of "fan economy" is accidental, but also inevitable, is the product of the Times: in the internet era, there is no brand, your brand also have fans. In the present, only have the enterprise that has the fan, can live long.

Iii. How to play "fan"

So how to play the fan economy? Literally, he is divided into two parts, one is "fan" and the other is "economy". "Fans" means how you get together and let them turn into powder; Economy "means to have a fan, through the operation of the fans to activate, produce commercial value.

Let's talk about how to play around with fans. Before explaining the question of white, it is necessary to understand the meaning of three words: Customers, users, fans, these three are essential differences, or three different value-oriented.

Previous businesses have said "customer is God", emphasizing "customer". As the name implies, the customer is meant to turn consumers into your guests, its core is "deal", the previous enterprise to do all the work, in fact, are around the deal: product production, mining or packaging some selling points, and then through advertising, promotional and other means to sell customers, the transaction is over, basically the relationship is over. If the product has a problem, the merchant does not want you to look for him. This value-oriented production is due to the lack of material before, information highly asymmetric, consumer awareness and business philosophy are relatively primitive.

The concept of "user" is gradually becoming popular since the internet is hot. The core of the user is "use", which means that the consumer buys your product and starts trying to use it, your relationship is just beginning. So the internet era of enterprises to emphasize the "user" first, do all the work around the "experience", the purpose is to allow users to use the cool. This value-oriented change is because with the development and progress of the times, more and more material enrichment, even to the extent of flooding, and the internet has broken various information asymmetry, the various products pulled to the same platform competition. This time if the enterprise is just focus on the deal, and not focus on the user's experience and feelings, it may become "one-time". And the most fatal is that everyone on the Internet can express their opinions, once the user generated bad Word-of-mouth and voice, will be quickly spread and enlarge, even "one-time" are not done.

What is the core of that fan? First, think about what the fans have, fans like a person or things, often based on emotional aspects, even irrational, unconditional love or love. So the core of the fans is emotion, to conquer the user from emotion. And the production of fan economy, above Kun and we have discussed, now is a product and brand era, large enterprises and brands are increasingly important user experience, in this case, the need to convert users into fans.

How can you impress the consumer and make him a big fan of yours?

1. Positioning. This is a bit old growth talk, but must talk about, do marketing, brand, do products, good positioning is the first step. For example, Millet mobile phone Why can capture the hearts of fans: before the birth of millet, want to buy a cheap, and face, and good mobile phone is almost not. Face good mobile phone price is too high, cheap mobile phone is not face, and quality is also discounted. And the positioning of the millet mobile phone is low price, high quality, its positioning itself has been very able to impress people. Again for example, the Internet brand "Jiang Xiao Bai" white liquor positioning: For the youth of the fashion casual young wine. Chinese liquor consumption group mainly middle-aged and old, so the liquor operating techniques are around their psychological demands, such as packaging on high-end atmospheric grade, digging history and so on. And few white wine can pay attention to the young, the youth, fashion, the internet generation of groups. And Jiangxiaobei just caught this point, and a great success.

2. Products. Product good is the basis, such as cooking without cooking oil, no expired food, production process safety and health, no harmful additives. It may be a bit ridiculous to stress this article alone, but it is precisely what many companies are missing. And now not only pay attention to products, but also to do screaming products, and want to create a user to scream products, the key is to focus, focus on a point, and this point, is the user's needs and problems.

3. Thought. Good products should be thoughtful, in reality, people who can capture a large number of fans are often also because of thought. Like Jiang Xiao Bai directly personified the brand and products, and then give their ideas, this, from the name has been fully reflected. For example, the old man's hammer phone, how its products are not discussed here, but why does it still have a lot of supporters? The reason is that Lao Luo's mind is in mischief.

4. Experience. A lot of people put the product experience into a part of the product, in theory, but here I separate them for the sake of understanding. A lot of people think the product quality is good, the work is called experience good, in fact not necessarily. First we should understand what is called experience good, experience is not only said that the quality of products can be good, even if the quality of the general product, you can experience very well. Want to see the author more articles or exchanges, Baidu can search Kun blog or attention to micro-letter public number: Kun friends will. Experience good popular Point said is to use the cool, with convenient, with a comfortable, use up a fool. For example, before the birth of 360, a variety of security software has been very much, 360 just launched, may be from the product's technology, functions and so on, 360 is not as good as them. But why do 360 come from behind? For example, the previous anti-virus software, the interface is complex, the terminology is too much, it is difficult to use. But 360 of the interface is very stupid, the main interface only a few buttons, in fact, people laughed at them at that time, said that the killing software so technical content of things, how to look so stupid? But it turns out that 360 is right, users don't care what your technical content is, the key is to use it to cool.

5. Service. Someone has brought the service to the experience, and I've separated them again for the sake of understanding. Experience good you can understand the use of the product itself, and service is outside the product, such as pre-sale, after-sale, maintenance and so on. And good service should be beyond the user's psychological expectations. such as seabed fishing, Haier and so on.

6. Other. In addition to these,. There are people, stories, cases, etc. can also be touched by the point of users. Like the Chu Orange is through the general story, spirit and so on to impress consumers. In short, a variety of emotions, ideas to impress users, capture users, you can try.

In addition to these, in the specific operation, the core is also to have a link with the user point, to have a smooth and user communication channels or platform, and this communication should be two-way and regular and continuous, only the continuous relationship with the user, feelings can be generated and deepened. This is like falling in love, if a man and a woman can not often contact, communication, meeting, dating, it is difficult to produce feelings and marriage. But in the absence of the Internet, it is more difficult to achieve these, and with the Internet, all this becomes possible, especially the emergence of micro-letters.

Details on the operation of the micro-letter is not detailed here, and will be written and discussed. This is mainly about a micro-letter positioning problem. Many people think of micro-letter as a "soft platform", "promotional platform", "advertising platform", "Sales platform", and so on, as the opening said. This type of positioning and communication is difficult to capture the hearts of users. The core of micro-letter is communication, this is the first thing you should understand, then what is the communication? First, he should be a feedback platform, before saying that products and experiences are important means of capturing users. And how can the product and experience be the ultimate? The answer is in the user. Users in the process of feedback, will allow you to constantly make products and users more and more perfect. But many companies just ignore user feedback. Like Kun focus on some of the hotel's micro-letter platform, some platform features to do is cool, such as online booking, membership system, integration System, a variety of activities, find hotels nearby, but few hotels will increase the user's comments, feedback such functions.

Next is the care platform, we need to care for users through micro-trust platform. Specifically how to care, according to your product characteristics and user characteristics. For example, my personal micro-trust public platform "Kun friends", there will be free answers, free to help you send information and other functions.

Once again, the service platform, through the micro-signal, to provide users with a variety of value-added services, or to make the current services become more perfect. At this point, many companies are doing a good job. For example, just said the hotel online reservations, some airlines, such as online selection of seats.

Finally, the Exchange platform, enterprises should learn to communicate with users often, only regular exchanges can deepen feelings. Above, all belong to the form of communication, in addition to these forms, but also through a number of small game exchanges, a variety of interesting activities to exchange prizes, can also be through video, articles and other means of communication. Of course, the article here is definitely not the company's press release, or soft text, but really can bring value to users, or touch the user's content.

However, in particular, I would like to remind you that micro-trust is just a key tool and platform for the economy of the micro-silk, which is a part of the fan economy, but not all of them, but also with other planning, methods and tools. For example, hunger Marketing, topic hype, Event Marketing, guide the dissemination of users.

Iv. How to play the "economy"

With fans, does not mean that can produce value, such as the reality of some stars, although many fans, but very down. How can we make the fans produce value or even continue to produce value? This requires the combination of Internet, mobile internet to build the biosphere like Alibaba, Tencent, Baidu, why so successful? The reason is the biosphere. For example, like Ariri is about E-commerce, whether you want to do business-to-business, business, or consumer-to-consumer, whether you buy or sell, can be done in his ecological circle. It should be said that enterprises to build their own ecological circle, should be an important strategy to implement.

Specifically how to build the biosphere? Different industries and products are not the same, such as some are around the service to do the ecological circle, some around the product to do the ecological circle, some of the upstream and downstream industrial chain to do the ecological circle, but no matter what built around, the key point to have two, first of all gather a group of fans; Next is around how to provide users with better services, how to better solve the problem for users, how to continuously provide users with value to build ecological circle.

Fan economy is a big topic, so this article is only glimpse, play a role in which the shortage of places, but also please forgive me. In addition, Kun also welcomed the exchange of discussion, my contact is as follows.

Copyright information: Author Kun, internet veterans, Hong Asia and the United States CEO, Peking University/Tsinghua President Class special lecturer, think enjoy island promoter, push a net founder. Want to see the author more articles, can Baidu search Kun blog or attention to the public micro-letter: Kun friends will