The opportunity of the hammer and the opportunity of every guest

Write "The opportunity of the hammer" to write "every guest's opportunity", as last time, we must not take it seriously, I am not a fortune-teller. I just like to write business knowledge and business logic of speculative articles, as for the specific enterprise development, is someone else's CEO night sleep tossing and turning ... Some people say, carving ye ya is not to do business? Alas, I have to tell you, I am timid, do is small business, is too small, nothing to think about, I think I like a moment of (Chui) think (NIU) Ming (BI) White (bei), so I am in a state of nothing to do all day. Why do I have to go to Avignon and Edinburgh to do the Little theater every summer? How else would I open a restaurant (five or six brands are currently in the pipeline) open? How else am I going to be in the second half of the year to go on the air purifier I invented? How can I write this thousands of-word long text?

I really love thinking about business. I plan to go to a business school for two years in a decade or eight years, and even think of self-promotion slogans. More than I read a lot of no I will combat, than I will be actual combat without me to read more, reading and actual combat have won my certainly not handsome, if even the handsome TM can win my professor, ya certainly long ago back to the stars! ”

The answer to the question is shore.

The last book said, based on product production, divided into "limited improvement" and "infinite improvement" two kinds, corresponding to the customer purchase, the "Functional access" and "emotional gain", and, I left a tail in the previous article, "Through the style of play." Also do not know how many people understand, it does not matter, this article, focus on this "crossing" on.

As a customer, buying behavior, is always divided into two parts: the purchase of physical products, and the purchase of mental products-a little bit, this division and the last talk of "emotional gain" is slightly different, this time to buy a pure mental products-such as buying a book, we buy not paper, But the above text (slowly all read with the Kindle, later even the explanation is saved). We see a movie, not the physical form of the paper stub, but that two hours of spiritual enjoyment. Similarly, we watch dance, listen to concerts, bubble small theater, including to the amusement park, are for the spirit of enjoyment, almost no "physical products" can be obtained in hand.

Film companies are pure trafficking in spiritual products, the industry has a huge disadvantage, is the spirit of products this thing every time you have to constantly break through, just repeat themselves is not enough, so the risk is huge. You see Feng Xiaogang and Huayi Brothers, holding up so much effort, make a "1942" result to lose a mess. Although the "private order" made a lot, but who also said that the next one is not good Feng Xiaogang is to pay. So the last time listen to the light of the media's eldest brother Changtian, the big American Hollywood companies, in fact, is to rely on the issue of the family, they each toupai a film, are also risky gambling, winning who do not know.

But there is a "pass-style" exception, is Disney.

The profits of each Disney cartoon, not only by the box office-the film on the line that only a few days ah? The short one week, the longest one months, and then schedule to have to, what is the difference between this and gambling? Disney is a successful cartoon, a profit can be ten years cannot stop! Rely on the sale of cartoon peripherals, and endless licensing ... Do I tell you that Mickey Mouse image was created in the 1928? Even inspector Woody and Buzz Lightyear are almost 20 years old this year ... They never ask for a raise in wages.

This "through style" is the pure spirit of the product "through" to "physical products" a fish and two to eat. Disney is more ruthless, but also often a fish three to eat: watching "snow and ice" is very happy? Two years in Japan, Hong Kong or Shanghai Disneyland, to get a "snow theme zone", coax you to spend again, have fun? Aisha and Anna Princess doll, T-shirt, jewelry ... When you hum the Let It went to a ditty, the money was made by Disney for the third time. And not surprisingly, the money is 10 years and 20 years.

All these are obvious truths, and I don't have to say you know. What I want to further study is, why do some "spiritual products" have such a long life? For example, this "snow and ice" is actually the Hans Christian Andersen fairy tale "Snow Queen" adaptation, and the hand-painted animation period Disney peak of the "Lion King" is actually the adaptation of "Hamlet", my most admired drama director Zhao, I once saw his physique drama "The Little Mermaid" saw tears Rush a beer volume, and his first public performance of the play, Is Romeo and Juliet, Haha, as before, a Anderson a Shakespeare, has become the source of inspiration, Muse's milk.

differs from the success of "physical Products", "spiritual products" there is little methodology to follow-for example, who can really do a successful mobile phone, at the same time with 3 mm ultra-thin, 4K high-definition, standby 1 years, 48 nuclear running seconds to kill Millet 3S what, and the price of 999 yuan, rest assured, The phone will create the highest sales record in human history this year. But this "stack of the best hardware and not expensive" approach, in the spirit of the product is completely inapplicable, big large production, the most cattle director screenwriter with unlimited budget, even show a small face soy sauce is a big star, the same may be rubbish, a little wait, I did not say "the founding of the Great cause", I mean, shadow history of such a large production of garbage is not?

However, although "spiritual products" do not have a specific methodology to follow, there is a "backdoor" can be drilled, is to find "the source of text", or "narrative of the power behind the force." In short, all art categories, classical music is the least used in the "text" (in fact, not strictly speaking, such as Bach's average law piano is really no text to speak of, but the hymn of the mother is full of the light given by the text. To the opera, the power of the text is obvious. As for the later rock, today's pop music, simply removed the text, power directly less than half. Dance is not too dependent on the text, but in turn, classical ballet is more like using text, and to modern dance, but often strongly rejected narrative. Well, in addition to these, what painting, poetry, film, fiction, drama, all can not be separated from the "text" brought about by the power.

Well, when it comes to the "source of text", why does it have the power to know why jobs is so attractive? Post a microblog I wrote a long time ago, which has been forwarded many times:

"Tonight in the company to drink when the chat, and Chobs, is completely" Tianlong eight "in Qiaofeng! Have not seen their own parents, by ordinary adoptive parents with large. Young fame, a leap to the summit. Then in the world's attention, the Hanhen, the hidden ... Then, the return of the king, arrogant Ling. Finally, in the prime of the time, the peak movement to a halt, leaving the world a consternation. They share a title: Chowa Lord! ”

Oh, you said that Steve Jobs's life was as dramatic as Qiaofeng! Wrong, in fact, the Qiaofeng of Jin Yong's writings, is completely according to the ancient Greek tragedy Hero "format" written, this power can be big, big and "Hamlet" elaborated "Struggle Against Fate", "Romeo and Juliet" elaborated "Love Parting", "The Little Mermaid" elaborated "sacrifice" and so on, are the human heart's emotional password.

Well, after 2000 words, let's talk about Van Gogh.

Where the customer once had an advertisement, I think touch a group of passwords, is "the source of text" the bottom of the emotional code, is that the xiaoming shot of "hold on, meaning everything" ads. (not seen, hurry to search the video.) ）

Why is this "source of text" so cool? Are you really going to ask me this question? No way? Is this question too easy to answer? Too many cases? What the? Do I have to say? Do you want me to say that you reply 8 good? What the? Don't bother to reply. Well, then I'll just say ... "When happiness knocks on the door" have you seen it? When Smith and his son were poor to spend the night in the public bathroom, with their feet on the door, and not let the door knock on the toilet, he hugged his son and cried, did you cry before the screen? What is the subtext? "Hang on, it means everything." ”

A little earlier, Sylvester Stallone's famous work, "Rocky" read it? When this once the street to collect protection fee of the small bully, finally have the opportunity and the champion of a high and low, he was beaten like a pig, but is to climb up again, never admit defeat, at this time, the subtext is what? "Hang on, it means everything." "(was remake into the robot version, is Jackman that" armored steel fist ". ）

After the film said the novel, "The Old Man and the sea" has always seen it? "A man is not born to defeat, you can destroy him, but it is not defeated him." "This in the sea desperate struggle, but only dragged a huge marlin bone back home, Night dream of the lion's poor old man, what is the subtext?" "Hang on, it means everything." ”

One of the greatest works in Chinese fiction, "alive", no matter the novel, the movie, or the Jinghui drama, I look at the crying dead again, the cowardly incompetent blessing expensive, facing the family bankrupt, the son died tragically, the daughter Dystocia dies, the wife finally leaves, each other grandson also ... (for grandson, Zhang Yimou film and Jinghui drama in the processing and novel slightly different), Fu expensive seems to have never been powerless, Fu Gui resigned, Fu Gui Swallow, but why so touching heart? The only answer--"hang on, it means everything." ”

Why "hang on, it means everything"? So contagious? Damn it! I don't know?! I know, from Ancient Greek mythology began, Sisyphus push big stone ... "hold on, it means everything" ... Wait a minute, like I just wrote a long word about Sisyphus the other day, right? Interested can look at the carving ye personal super like the Good article. All right, stop.

In short, this is a "source of text", which belongs to the "underlying password." With this thing, a little bit of the next point, you can derive endless new "text", the new "manifestation." The success of the xiaoming version of the ad is only a small footnote to the "little use".

The only question is: and then? Why not?

The so-called "where the object" of the success, pure accident, this accident and sister Furong, Angel sister, Jia your mother shout you go home to eat and so popular a routine-it is happened. You can sum up a whole bunch of reasons, but I'm telling you, no one can repeat it in accordance with this methodology! When you can not use this technique to repeat, can not come again, repeatedly, changing the shape of the essence of the play n times, ask, what is the use of a brand?

"Every object" is a broken thing without vitality, just a sentence structure, itself nothing, not a "starting point." After playing games, everyone gets bored and nobody plays, you change a sentence can live? Understand？ But, "hang on, it means everything." "Not the same, this sentence, just said, from ancient Greek mythology has been a lot of nutrition literature, film and television works to this day, vitality I dare to say 200 years still strong, focus on who put him on the shirt!" and change the Fang Le, change the pattern, has been playing.

"Hang on, it means everything." If you play well, it's actually the mother of Nike's "ethically do it" Ah! Through this powerful sense of slogan, can be derived from the endless print ads, film and television advertising ... In all of the ads, can convey a strong sense of power, "Man, I know you are cock silk, but cock silk can be reversed, cock silk is also a backbone, hang on, is our weapon against fate!" ”

It is inconceivable that every guest after the advertisement, and this close to the great slogan has no connection, become inexplicably "born 1984", then "there is spring, indifferent," and then, "I want to be in full bloom of life" ... Looks like you're going to have 300 Spartans.

Brother, what do you want to convey?

The path of brand building, I feel that almost every customer started walking very well, the first step, split the mind stage, where the customer is 29 yuan shirt, cheap amount and foot! The second step is to add memory, where guests have t-shirts, trousers, shoes, underwear, socks ... Wait, seems to have gone wrong at this time, added to the rice cooker and mop, this is bound to add not move, so then all cut off. How much management fee is paid? Please me, I am free! Even I take a meal carving ye beef brisket, I just can not endure, a large advertisement, one side of the concept of how tall the brand, and then printed next to the "RMB 29" words ...

According to Liu Yan classmate's saying, at present every guest intends to push 300 shirts, the cost is 200 yuan, if sell, estimate five hundred or six hundred yuan--er, my opinion, this to Fank, undoubtedly equal to recreate a brand.

Because you "every guest" the word has split a mind! You are equal to 29 yuan shirt ah, you improve the quality of some, price to 39 yuan no problem, but you come up with the highest quality, and then the price of 590 yuan, this ... This ... If it succeeds, the Chinese version of the Rolls-Royce made by Mr. Li to Geely should also be successful.

Brand this thing, from high to low go, the irresistible, from low to High, goodbye.

IDG Li Feng classmate, a long time ago, and I said very optimistic about every guest, because he accidentally asked a big boy is not a cock why wear every guest, that fellow answered, not because of quality, because Fank represents his generation of youthful vigor. If I remember correctly, at that time all the guests are constantly playing "hold on, meaning everything" advertising.

In the best of times, every guest is in fact a "cross" style. And Disney in turn, is to make customers through physical products, to obtain spiritual satisfaction. is close to Nike, Harley-When people accept the spirit of the brand to provide the satisfaction of the high or low price does not constitute a barrier, expensive, not because I pretended to force, but because I have the desire to express! Cheap, not because I have no money, but this brand elaborated brand spirit is my life attitude!

"Hold on, it means everything" can not only give the power to the cock, the middle class do not need to live it? Cock Silk Subway rental Basement is need to live, but the middle class also car loans loan also quite Ah, where the customer's Li Yuchun did not meet the need to "hold" the difficult time? Han in the face of the Ark when he did not struggle to "hold" it? Those Chinese good voice students, one by one face elimination, before the great pressure, which is not "hang on" the perfect spokesperson? So why do I think "hold on, means everything" is good, because this sentence is "source of text" "Bottom password", can explain everything! is a fantastic "starting point", can develop countless "new text", can reach anywhere, is a huge basket, anything can throw, and then burst into a new round of moving force.

In short, it seems to me that every guest should re-examine its strategy now, I do not think 300 shirts can do, but I firmly believe that "hold on, means everything" if we start again, and can persist for a long time, can anachronistic, create a great brand.

After all, even at present every guest himself, also need this sentence slogan--"hang on, mean everything." ”