Why did the unknown people succeed in making the product?

In a special industry, if you already have like Kingkian, Liu, Pan shiyi, or even the popularity of the empty well, then, you can completely change the personality to match the product transfer, to create their own brand.

But often you do not have such a reputation, when you are just a nobody, you can only face the loess back to the earth to deep into the product? The electric quotient male god "Chen Au, sells the sex goods to sell" the force lattice "the Ma Jiajia and the fire cannot again the fire Huang Taigi Palm Menhe to explain this point.

What did they do with their success? Are they playing a business model?

Make the product from the media

In the Internet age, you will find that products are becoming more and more like media. You are not only in the function of consumer products, but also in the information provided by consumer products, even in the cultural direction of product delivery to find ownership and recognition.

So why is the product "media"?

When the enterprise operating heavy products, technical space is larger, such as the High-tech components such as, or apple such High-tech terminals, by virtue of technological innovation can stand out. However, when heavy products are technologically mature, start to light, or when the enterprise directly operating light products, such as Poly-Mei and Ma Jiajia such vertical sales platform, or yellow Tai Ji such a simple catering products, product homogeneity serious, only the additional personality factor is the key to breakthrough. At this point, you need the product to start talking.

In fact, the product has been talking, but said the content is different. In the traditional media age, Orthodox media is the only channel for product release information. Products can shape a pious image, "end" selling things, only talk about products. But in the new media era, consumers have replaced the new information environment with the media. Still "end" attitude, just like the Spring Festival Gala, will only lead to vomit trough and not happy.

This time, the product to say "words", not only to pull the eye, but also to let consumers like. Said content, not only the product itself, but also to be able to spread out, with chatting easy way to show the values behind your products. Only when the value of the product and the value of the consumer to form a match, can the choice of consumers.

As a result, enterprises began to embark on micro-blogging and consumer exchanges. However, it is gradually found that "blue V" is not good, in addition to Durex official microblogging such a wonderful flower (its products, too much love), the average company's official micro-blog fans are surprisingly low. The truth is simple, who wants to talk to a impersonal existence? So, the enterprise began to micro-personification, xx elder sister, xx Brother's nickname flying, the effect has, but it is difficult to say satisfactory.

On the contrary, some personality Mister Personal microblog began to become popular, in the eyes of consumers, MA is Taobao, Liu is Jingdong, Guoqing is when ... At the same time, the new media environment is also a forced mechanism, before the bosses can not say, or by others, but now you are the product, you have to bear the media obligations, must say (don't take Ren to lift the case, on the one hand he is doing heavy products, on the other hand, his story has been in the lake)! So, The product becomes the boss from the media!

Filter users with values

One side, Chen Au walk "idol send cock Silk" route, Hering go "warm send cock silk" route. The former tried to tell everyone that he had not been seen before, how to complete the attack of the cock, the latter has been talking about an entrepreneur self-made "Chinese Dream". In fact, relatively many of the cock silk, they are famous in the society before the elite, is not the founder of the enterprise should be self-inflicted?

On the other side, Ma Jiajia take the Non-mainstream route, trying to build bold, poisonous tongue, sharp, sexy image of the images, in addition, there are "self-deprecating from the black sense of humour" and "cheap and Happy Feeling" (Ma Jiajia language). One of the more classic conversations was that one of the media people asked her, "Why don't you do a ' special ' Job like me?" Ma Jiajia replied: "Because do not want to and you such a silly force to do colleagues Ah!" really let the serious people, so the sword walk slant, not afraid to scare away consumers?

In fact, this kind of play is also intelligent.

First, consumers need a sense of generation. Today's polarization of China's hierarchy has suppressed many hope for the reverse of the cock silk, they too need some spokesmen, they also need some spokesperson's success stories to replenish positive energy. In other words, the current China, "cock silk reverse" or "two Goods happy Life" story is everyone's greatest. Think, if Chen Au and Hering high handsome route, Ma Jiajia when obediently white rich beauty, everyone will agree with them?

Second, the oppression of the mainstream culture must be a razor to tear. Decades of collectivism education have long told consumers of the mainstream value standards. But are these standards the standard of our hearts? Over the past decade, there has been a flourishing trend of value diversification, which has been pushed to a climax in the context of new media. You see, Cang Aoi teacher in the domestic very popular? You can find the beautiful, polite, elegant temperament of all kinds of examples, but the core escape a "cultural revolt." Tired of the mainstream values of the new generation, willing to use this "safe" way to tell their vague personality and appeal!

Third, consumers need a heavy taste to be locked. In a fertile economy, products are flying; New media age, information is flying. The reality is that consumers are faced with too many choices and they have no time to listen to you, and consumers are fickle and erratic, and a wink from other products can make them leave. Therefore, Chen Au, Hering and Ma Jiajia will exaggerate their individuality. They want to use their own way for consumers to brainwash, so that consumers love big hate, love, to stay, hate, roll thick! When individuality becomes a wild horse, it will not be conquered, and the most attractive one will never be conquered.

Four, it is strategically important to lock die-hard fans. Modern marketing has gone through the era of market radiation, and has come to the era of cracking down on extreme market segments. The different needs of consumers are no longer likely to be authoritative "integration", if not believe, please see the Spring Festival Gala. On the one hand, die-hard fans have the most power and willingness to consume, and, on the other hand, die-hard consumers are important seed users (lead user), which can affect more of the same consumers become new fans.

Idol + Fan Value community

Thus, the product for the logo, personality as the content, the Ma Jiajia are Youboy, to create their own value Community (fan group). Here's how to call communities, because they are too closed.

They need to agree that they have a strong social need at home. In such a community, they found their own ownership, like the bitter millet to find the organization.

This is like, the four kings of the most red 90 's, just sit together at the same table small partner quietly asked, do you like Andy? Your eyes are shining, like! He is the most important person in my life! So, two pairs of small hands tightly held together, from Andy's concert talked about life and ideals.

As a result, the product became a social platform.

On the one hand, is the social interaction between the idol and the fan. The entertainment idol of this time also has the fan group, many fans also evolved for the brain residue powder. The brain remnants of the powder of unconditional support idol, idols in micro-blog on a random Hair "ah" can attract tens of thousands of forwarding. This is a hierarchical relationship, do not need too much interaction, idol even to remain mysterious and arrogant. However, the value community of the Ma Jiajia is not the case, and the fans read the values after the idols, more to see them as another successful self. This is an equal relationship and requires direct interaction. Therefore, Ma Jiajia will spare no effort to tell the fans of their attitude towards life, Hering will personally reply to each of the micro-blog, and find the fans are naturally razzing.

On the other hand, it's a social relationship between fans. This can often produce unexpected results. When fans enter the community, the community becomes home, and the social connections established with other fans become the sunk costs of leaving the community. Like the house to live a long time reluctant to move, the school read long reluctant to turn, work for a long time reluctant to go. Secondly, let the fans interact with each other, can also strengthen this group of products and idol recognition. A person's identity may also be guilty, but when many people recognize the same, the concept is firmly locked. Hering is a fan of social networking, although I personally reply to Weibo, but the content is still the majority of the forwarding, he will share his fans in Huang Taigi's pleasure to transfer to the official microblog, not only to avoid puff, but also to help fans interact.

What is the result of social intercourse? Consumers began to buy products in the way to the value of the community point "praise", in fact, they are the point of "praise"!

The future of the value community?

Speaking of which, you might think I agree with their business model. But you're wrong, and I don't even think their play is a business model. My simple definition of business model is--constant profit logic, Ma Jiajia's play relies too much on personal attractiveness, and it's hard to say constant.

From the business model, Poly > Huang Taigi > Ma Jiajia. Three enterprises are doing, that is, consumers do the internet thinking of marketing. Poly Beautiful products have always known to do backwards, that is, to do supply chain integration, Huang Taigi also have this awareness (catering industry has physical production), but, Ma Jiajia mode, this direction is missing. In fact, many of the current public opinion of Huang Taigi and Ma Jiajia, it is because it is not the product of exerting force.

First, although it is a light product, there is still room for "weight change". Huang Taigi Current products are less, but KFC, Bi Sheng is a set of super product innovation system, they will be in the world to look for different ingredients, and the rapid production of food products characteristics. Looking at Lei, in order to let the love of millet has been tethered fans, they pulled a large number of research and development team? Consumers are all the old, and now we buy the Chinese dream of the Chang, later?

Second, even though Ma Jiajia have a super personality, fans have a tiring day. When the Ma Jiajia turned out, consumers fell in love at first sight, but, when a few years later, consumers are accustomed to their heavy taste, and the market appeared Newyaga, Donkey Jia Jia, fans will still live and die? Fans will not leave alone because of the sunk costs of socializing, but in the media age, Is there any possibility of a "group shift" after a hot event?

The model of the eternal life of the platform is always open, therefore, the introduction of research and development, manufacturing partners, and even the introduction of advanced large data cloud platform services, are justified. Only the product to do "heavy", can increase the stickiness of the product function itself, retain consumers, this is the business model! and inferior products cannot even support the values that Ma Jiajia are advocating.

This may just be the place where the Ma Jiajia are entangled. They use their own personality to build a platform, sitting on the personality to become a brisk profit model, whether the courage to change themselves? Once the change is decided, the depth of supply chain integration will have to face the choice to share with others, and the more powerful collaborators, the more likely they are to separate their cakes.

However, the Internet economy era needs to "win" thinking, and with the rapid iteration of consumers, leaving them not much time. Can the Ma Jiajia make sure that they are always red like Andy?

Source: Walk In the clouds Three people line (micro-letter: YUNO2O) Author: Mu Sheng