The public is becoming more and more like a marketing platform

Absrtact: The public is becoming more and more like a marketing platform. Since 2014, various kinds of public-raised platforms have emerged to our vision, and the public has become a new financing and management mode. A variety of emerging industries, including smart hardware, are being proclaimed to consumers through various media

The public is becoming more and more like a marketing platform. Since 2014, various kinds of public-raised platforms have emerged to our vision, "public-chip" has become a new way of financing and management. Including intelligent hardware, a variety of emerging industries, through all kinds of media to consumers to publicize the achievements of the public to become its product marketing an important link.

And a few years before the popular micro-Bo marketing similar, the public marketing also has a lot of fishy. After receiving the promise of "pretending to be a geek" without disclosing his real name, a long-time practitioner of the internet has uncovered some of the current problems in the smart hardware community.

Zhang Yu (alias) is currently developing an intelligent hardware product, has obtained millions other investment. Due to the current low threshold of intelligent hardware, all kinds of programs are relatively mature, no accident, the product is expected to be listed within a few months. They are also in contact with several well-known domestic platforms, intend to be in the product before the official listing, through the platform to do preheating and marketing. Zhang said that, on the one hand, users can obtain the product expectations through the public, in order to estimate the product sales and arrange the production, but also can get some support to ease the pressure of capital. After a period of research and contact with the public platform, Zhang Yu found that the platform to achieve through the public to realize the original idea is not as simple as imagined.

"The public has become a marketing platform. Tommy Cheung said of pretending to be a geek. Zhang Yu said the reason is very simple, in search engines, casually input a few keywords, you can find a lot of products through the public platform in a short period of time to obtain millions or even tens of thousands of funds news. The success stories of such products are often found in the news lists of various scientific and technological media. "There is no denying that many start-up hardware companies have received financial support through the public sector." However, many enterprises have completely put the public platform as a marketing tool. This kind of false prosperity, let the consumer loses to its product judgment basis. "said Tommy.

On the micro-boping stage, there are already sophisticated third-party tools and standards that can easily determine whether a topic is a marketing activity. And in the public platform, there is no good technical means to accurately judge a project. However, because of this reason, there are still many traces of the operation of the public-funded projects in operation. Under Zhang Yu's advice, "pretending to be a geek," browsing the list of supporters of several well-known projects on the BoE, found some clues.

1, a certain intelligent temperature controller

This product is actually a "smart socket." Can let the general air-conditioning has the state feedback, the automatic operation and realizes the power saving management and so on function. As of press, the project is still in the state of public financing, the current fund-raising has more than 12 million yuan. The price of this thermostat is estimated at 120 yuan, in the public-funded projects, for the support of the 1 yuan, 48 yuan, 78 yuan, 88 yuan, 118 yuan, 228 yuan, 3600 yuan, 49000 yuan, 310000 yuan, selfless dedication and other 10 standards. At present, in addition to the 48-yuan level has been the fulfilment of the amount of other than 1 yuan standard has a quota.

"Pretending to be geek" found that, in this project, "Jd136981ipu" ID supported 17 times, which supported 3 3600 yuan, 14 49000 yuan, a total of 696800 yuan support. According to the feedback standard, he can get 9950 sets of thermostat. If the funds are properly combined, at least 11087 thermostats can be obtained.

Also, in the list of supporters of this thermostat, select the ID of the large option, "bin***500" supported 19 times, "YMJY***JYMJ" support 31 times ... Many IDs often support 310,000 yuan and 49,000 yuan limit. Through 3600 yuan, 49,000 yuan and 310,000 yuan of these three lines, the thermostat to raise money nearly 12 million yuan.

2. An air purifier

This air purifier product is located in children and pregnant women. The public has ended and raised more than 11.2 million funds. According to the different application scene, this product has the child bedroom and the living room two models, the retail price is 999 yuan and 3999 yuan respectively. At the end of the crowd, 799, 3499, 34990, 499,904 credits are fully completed.

In the list of supporters, you can still see some of the figures that support the same project multiple times. such as "Love Dozen peas" students a total of support 68 times, in addition to support 13 times 34990 yuan, but also several times to support the amount of 4999 yuan standard. One person's support fund is more than 700,000 yuan. "tb4***700" students have supported a total of 20 times 49990 Yuan Standard, supporting funds of nearly million.

3, a wireless rechargeable wallet

This wireless charging wallet is expected to take the fashion and luxury routes, the product price may be about 3000 yuan. From the deadline, this product is still in the public chip. It is said that the product on the day of the launch (November 11, 2014), the amount of funding to break through million. More than 50 days after the public, the current level of funding more than 1.68 million yuan.

Among the list of supporters, a classmate with id "Heh***hhh" has been selflessly supported from 1 to 76800 yuan to a total of 7 different credits. At the same time, we also see on the herd page that the minimum 288-dollar standard of support is still not fully in its fulfilment.

These examples are only randomly drawn from a multitude of products. Zhang Yu, "pretending to be a geek" analysis, at present, interested in participating in the smart hardware public-chip supporters mainly include the following groups:

1, Geek. This kind of crowd likes to contact the emerging product very much, likes to try the new product in the first time.

2, more advanced consumers. The price is appropriate and can be used on their own will support. Geeks and consumers generally don't buy a product in bulk.

3. Professional Ox. A person who makes a difference in goods. Generally they support products for well-known enterprises, well-known brands of things.

4, the project sponsor's partner. In the name of supporters with some funds to support the public-funded projects.

5. The vest of the project promoter. Do not explain.

By studying supporters ' data, Zhang said that almost all the current projects are more or less corrupt. The project initiator carries on the artificial operation to own project, mainly has the following goal:

1, good data to facilitate the marketing of products. To entrepreneurs, investors have a better account, will give the majority of consumers leave a better impression. Facilitate the marketing of products later.

2, the initial investment of funds, the public-funded platform will be returned to the successor. This part of the funds is only temporarily "Frozen", compared with the marketing effect, the loss of investment during the period can be ignored.

3, backed by the well-known authority of the platform, the funding data obtained more convincing, input-output ratio. Can save a lot of hard and wide costs.

4. When discussing cooperation with the public-funded platform, both sides need to have an expectation first. In the process of project financing, human intervention is a double win action for both sides. In the actual operation, the current various platform for the project fraud behavior basically keep a close eye of the state.

5. Most people will not be held accountable for the truth of the data. In the eyes of most people, the public is still a project to fight for funds and to test the market response to a means. Herd mentality will allow consumers to evaluate the high amount of products to add points, resulting in the final purchase behavior.

After understanding the public to raise the truth, for whether it will be their products in a platform to launch the issue, Zhang Yu, "Pretend to be geek" smiled and said, "must be on!" Taobao Brush credit, electric business platform brush comments, and did not prevent the development of electrical business. Micro Bo Marketing as long as the fire, the same can be recognized by users. When everyone is playing on the platform, why don't I? In the case of more and more homogeneity of intelligent hardware, it is most important to find ways to enlarge the influence of products. ”