Undeniably, the investigation of Chai Haze under the dome is a good product.

February 28 is a Saturday, suddenly, chai Haze investigation "Under the Dome" on the explosion of red friends circle, this day almost become "firewood day."

Statistics, as of February 28 20:30, the documentary in each network platform has been playing more than 35 million times, this number how to understand? When the second season of the card house was first aired, only 20 million clicks were clicked in a week, and the heat of the dome was more than a lot of hot TV dramas.

Two days, the video is broken billion. March 2 9 o'clock in the morning, I see Sina Weibo's hot Topic # CHAI Haze Survey # has reached 300 million reading.

I looked at the Baidu index: "Under the Dome," the search index reached nearly 100,000, Chai's search index is more than 300,000.

You know, under the Dome is an American drama, now completely covered by the chai version of the dome, perhaps, the American drama "Under the Dome," the producer of Steven Spielberg will be very depressed.

Someone summed up the success of Chai is marketing success, weekend release + emotional agitation, etc., I would like to look at the product from the perspective of Chai Haze Survey under the dome of the explosion behind the red. Do not only look at marketing, to see the product force.

What is Chai's secret weapon?

Product 1: National Sexual pain point. Haze is a national pain point, haze + children is a super pain point.

I am most sympathetic to the haze is also because after having a child, in Beijing, also often keep the child in the home, she climbed at the window to watch the distance train. But also because the child, bought two most expensive air purifier, I this kind of pain penetrating the heart the feeling, estimated also is many people's feeling. Chai said the motives of her shooting, I am sincerely praise: "A person without a mother, the world only with you for decades of relationship, I am responsible for my life can be." But after she does, you have a relationship with the future world and you have a responsibility. Without such an emotional drive, it would be hard for me to do it for such a long time. ”

Of course, chai to take his child's brain tumor to do the opening, it is really sensational, but also questioned the biggest. In fact, Chai is very careful to avoid the direct said haze and the child tumor causal relationship, but, I think, this is a good start. Chai also said, "It's a personal vendetta between me and the haze," and the personal vendetta, the mother's unique perspective is the most important point of this product.

Of course, chai This film also has a very core user base: Urban middle class. This film does represent the interests and perspectives of the urban middle class, which is also the most criticized and disputed place. "For the urban middle class, smog is an enemy with few drawbacks and no advantages," says an @-wood remote on Weibo. But if she went to an interview with a steel worker, the other person might say, "I'd rather have a haze than a job search."

Finding the core pain-point crowd is another factor behind the chai of this product.

Product Keyword 2: serious, serious can be the ultimate.

Haze of the topic is a lot of, why Chai version of "Under the Dome" become a product?

I think a key word, is chai do more serious. To be more specific, this product has a sentence of slogan: million royalties into the investigation.

Everyone cares about the haze, but a man can do a haze survey at his own expense, or it makes people scream. In her personal capacity, she visited experts and functional departments in the field of energy and environmental protection during the year, including the former deputy director of the National Development and Reform Commission, Xie Zhenhua, deputy leader of the Central financial and economic leadership group Han, and the British Minister of Energy and climate change. She herself carried the sampler and lived in the haze one day, and a white sampler turned black, which detected 15 carcinogens. Large screen, PPT, animation, etc. are manifestations, in fact, PPT can be more exquisite points.

Chai do products very seriously. To tell a little story, know that there is a question: how to evaluate the media people chai?

A man named Liu Xinzheng said: 06, I went to Tangshan to interview the Earthquake 30, a respondent told me: reporters are not face face facing before the person, ask for an interview, an aunt, an aunt, as long as the interview, immediately look is not the same, no contact, Want to see the story of the interview no one answered the phone, and even a reporter took our home photos said scan, and then it will not come back. Only one person is not the same, that is, CCTV's Wood reporter, she interviewed a few years ago, after each to Tangshan will send me a short message or make a phone call, particularly touched.

Product 3: Chai is a public topic to make a master.

The explosion of the chai version of the dome has allowed many founders and marketers to study how to learn how to detonate a social pattern.

I think: Chai marketing Way you can't learn. Why?

Chai is a public topic of manufacturing experts, the public topic of the most attention, but also the most risky, there are many red lines, inadvertently easy to step on the red line.

There is a conflict and a sense of participation behind the national forwarding. Chai to a very real state, caught a lot of conflict.

Chai version of "Under the Dome" created a lot of conflict, which is also an important source of online abuse war. So, this sense of propriety is quite difficult to grasp.

One of the conflicts: Hundreds of thousands of workers in Hebei actually rely on high polluting factory life, what about the conflict between environmental law and reality?

Conflict II: The film mentions the British experience, one industry is declining, another industry will rise. What about the big conflict of industrial upgrading?

Conflict III: The conflict between monopoly and market openness. For example, Sinopec is almost entirely a negative role, but in China, large enterprises in environmental protection than small and medium-sized enterprises do better, this conflict how to solve?

Chai is very good at asking questions, and she has sent us more torture through this film. Detonating conflict is also a key step in solving the problem.