Adopt the trend, know the way, and excel in skills

The future is already here, but it is not popular yet

What is the future?

The booming development of the virtual economy , the rise of the individual

Spirit is greater than material, information is becoming more and more symmetrical

The idea of ??blockchain will surely sweep the entire earth

Recent business situation

Liang Ning’s companies that emerged through relationship innovation, such as:

Xiaomi mobile phone is the flagship company of China’s fan economy. As long as Xiaohongshu builds a good community for girls to share their beauty and makeup, it will be an amazing experience. Nowadays, everyone is becoming a member, and Hema Xiansheng is a "playing" member. Pinduoduo and group-building are innovations in relationships, because Pinduoduo obtains the motivation for corporate development from social relationships on WeChat. Master-disciple relationship: Yunji. A premium e-commerce platform based on social interaction between opinion leaders and shopping experts. Social relations: The rapid rise of Luckin Coffee is legendary. “Coffee is a social drink.”

In all future business forms and models, the community will be the best carrier and tool for corporate profits and cash flow operations, channel building and fan fission.

There is no single best carrier. . . .

1 Integration of interests

2 Integration of career

3 Integration of ideas

4 Integration of future

***Knowledge is value

If you share the same destiny, look at the social space station

The following is quoted from Lu Yan

Everyone is talking about " "Consumption upgrade", "consumption upgrade" is not just about the upgrade of product functions, but about the upgrade of users' lifestyle and attitude towards life. People need to find their own sense of existence and circle. When people are no longer satisfied with the functional demands of products and services at the material level, and pay more attention to the spiritual brand culture such as value propositions and personality labels carried by products, products become props and carriers for self-expression and self-shaping. When customers believe that the experience value and image value promoted by the brand are consistent with their own outlook on life and values, they will easily have spiritual resonance, and then desire to communicate and interact with similar people who have the same cognition, so the community will follow the trend. born.

The author of "Fourth Generation Consumption", Mr. Miura Nobu, views this as "objects are self-projection". Anything you buy is actually a projection of self-awareness, psychological needs, and life values ??on items. If the product cannot empower users and make customers look more like what they want to be, the company will have a difficult time in the future. The fourth era of consumption is a "conscious economy era". Buyers and sellers continue to achieve a common understanding of lifestyles and value perceptions, thereby maximizing efficiency and personalizing experiences, rather than unilaterally guessing and guiding by merchants. Consumer needs, social platforms play a key hub role in this.

Boston Consulting Group predicts: China’s consumer market will reach 6.5 trillion US dollars in 2020, of which more than half of the total consumption is created by the younger generation (people under 30 years old), that is, born People in the age of social media. For this mainstream consumer group, the more expensive the item, the better, nor does it mean that it is cost-effective. They care more about the value label behind the product. They buy products to reward themselves and hope to become their ideal selves through consumption.

In the book "The Fourth Era of Consumption", Miura Shun explained: "The ultimate meaning of consumption lies in how to live a more fulfilling life." Because time is becoming more and more valuable, consumers tend to give more time to Buy in the direction of meaning.

02

The way to break the situation in marketing is to build a homogeneous relationship with users

In the second half of the Internet, the traffic dividend disappeared and the cost of acquiring customers became higher and higher. , conversion is getting harder and harder, churn is getting faster and faster, and users will break up if they don’t agree. Philip Kotler, the father of marketing, said: “The cost for a company to acquire new customers is 5 times that of retaining existing customers, the customer churn rate is reduced by 5%, and profits increase by more than 25%.

"The question is, how to retain old customers? Tracing back to the source, we found that whether it is attracting new customers or converting, whether it is retaining or forwarding, it is inseparable from word of mouth. So where does word of mouth come from? Zhang Xiaolong shared in WeChat that "Only relying on users can retain customers. Only by attracting users can you win reputation by word of mouth. "Some people think that word-of-mouth comes from popular products, but you will find that no matter how good a product is, there are always negative fans. Even Apple has a lot of negative fans. No matter how bad a product is, there are also loyal fans. Obviously, reputation is related to the product, but reputation is not determined by the product. It is determined by the relationship between the company and the users. For products of the same price and quality, when the company and users are fans, the reputation will be high, but when the company and users are in a transactional relationship, the role of the community will not be high. Through content, activities, benefits, and mechanisms, we can turn ordinary users into members, members into fans, fans into loyal fans, and loyal fans into employees, shareholders, and partners.

In people. In the era of group classification, how is the word-of-mouth in the community different from the word-of-mouth that people talked about in the past? I can honestly say that it is very different. The same cognition has the same frequency vibration effect. Word of mouth spreads ten times, and the farther it spreads, the weaker the effect. What is the same frequency vibration? Even metal can melt when the word of mouth spreads. This is why whether it is direct sales or MLM, it often melts. I like to hold parties, and the more people attend, the higher the conversion rate. This is what "The Crowd" says: "For groups, quantity is justice. Once people join a group, their IQ is seriously reduced. In order to gain recognition, individuals are willing to abandon it." Right or wrong, use IQ to exchange for a sense of belonging that makes people feel safer. The isolated individual knows well enough that he cannot burn a palace or loot a store when alone, and even if he is tempted to do so, he easily resists the temptation. But when he becomes a member of a group, he will realize the power given to him by the number of people, which is enough to make him have the idea of ????murder and arson, and for this he will burst out with the heroic ambition of being generous and righteous.

In the mobile Internet era, people's consumption concepts have changed, from focusing on product quality to focusing on the value proposition behind the product. The trajectory of people's consumption behavior has also changed. In the past, a transaction meant the end of the transaction, but now it only means the relationship has just begun.

Amazon CEO Bezos said: "In the offline world, if a customer is not satisfied, he will tell 6 friends. In the Internet world, he will tell 6,000 people." Consumers' interconnected interactions with each other are extremely Dadi has enhanced the influence of consumers, and individual voices are infinitely amplified through the community, thus affecting changes in the entire market. ”

Traditional marketing belongs to traffic thinking. Its logic is to let 10,000 people see it through advertising, 1,000 of them will pay attention, and finally 10 people will buy. Social marketing is exactly the opposite of traditional marketing. Through super value The product and service experience wins users' reputation. In addition to repeat purchases, users may bring 10 friends to buy. These 10 friends may influence 100 target users. 100 target users will eventually influence 10,000 potential users. Because they are trusted by friends Endorsement and recommendation, so the conversion rate is very high. The biggest difference between traditional thinking and community thinking is that traditional thinking focuses on one customer, while community thinking focuses on one customer bringing a group of customers due to word-of-mouth fission.

According to Alibaba big data, Tmall President Jing Jie shows that in terms of average purchasing power, fans are about 30% higher than non-fans; judging from the conversion rate of brand online marketing activities, fans are 5% higher than non-fans. times.

Assume the same number of customers

Traditional retail = traffic 100 people X conversion rate 5X customer unit price 1,000 (yuan) >

Social marketing = Traffic 100 people X Conversion rate 5X5X Customer unit price 1000X130 (yuan) Once a potential user is lured away by other corporate communities, it will cost at least 10 times to snatch the user away from the opponent's territory.

03

Community marketing model = IP community scenario

With the emergence of mobile Internet, social tools and social media. The products and services users need are at their fingertips, and it is easier to communicate with people who have the same needs. Although the mobile Internet has greatly reduced people's communication costs, only in communities can the cost of trust be reduced based on group knowledge. Why can communities reduce trust costs? Because people are always willing to trust those who have the same values, goals, and characteristics as themselves. A group of users with similar interests, cognitions, and values ??are more likely to form a group and form a swarm effect. In the process of interacting, communicating, collaborating, and contagious together, they will create a value relationship that feeds back to the product brand itself. Therefore, the community is the shortest path for every brand to communicate with users, with the lowest cost and the highest efficiency. In particular, the establishment of trust has won unlimited business opportunities and imagination for enterprises.

Management guru Al Ries has a famous saying: "Marketing is not a battle for products, but a battle for perceptions." Therefore, successful consumer brands in the past had "a common set of methods for establishing brand identity." "Knowledge play" is to use influential traditional media to place a large number of advertisements to occupy users' minds about this category, and then spread the product as much as possible through various channels. However, today it is no longer possible to let one's voice cover most people like CCTV. In the context of information overflow and channel fragmentation, how to occupy people's cognitive space? Stephen Wolf, the father of the Internet, said that the Internet is cutting people into small communities. Without the support of community fans, it will be difficult for a product to mobilize its communication potential. In the new business era, what brands need to learn is to connect with the community. ”

The core of communication in the mobile social era is to influence those influential users in the community. Through these super users, it affects the circle of friends behind them and triggers a stimulating effect in the community.

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Nicolas Christakis, an authoritative sociology expert at Harvard University, proposed the "three-dimensional influence principle" in 2013, which means that our behaviors, attitudes, and emotions will be separated by three degrees in the social network in which we are located. We can influence the people around us within three degrees of separation, that is, we can influence our friends (first degree), friends of friends (second degree) and friends of friends of friends (third degree), and at the same time we It is also affected by the people within these three degrees of separation.

For example, if we have 30 social relationships, including family, colleagues and friends, each of them also has 30 societies. Relationships (assuming that the people they associate with are different from the people we associate with) this means that we have established indirect connections with 900 (30*30) people who are separated by the second degree, and 27,000 (30*30*30) people who are separated by the third degree. People who are separated have indirect connections. The range that we can influence each other is 30 for the first degree of separation plus 900 for the second degree of separation and 27,000 for the third degree of separation. Then the total from the first degree of separation to the third degree of separation is 27,930 people. This shows that in our daily life , the construction of social networks determines that most of us can influence thousands of people, and at the same time be influenced by thousands of people. Metcalfe’s Law, one of the three laws of the Internet, tells us: “The value of the network. Proportional to the square of the number of Internet users. "That is to say, the more users a company connects to, the more valuable the company is. It can be said that the number of people a user can influence is beyond your imagination.

The community marketing model can be expressed as an IP community scenario. First, determine the target group, determine the usage scenarios of the product based on the target group, link IP circles according to the scenarios, and finally, IP will join forces with super users to form a community to influence more potential target users. The business logic is that IP is used to occupy. The professional cognitive highland solves the problem of traffic sources; scenarios are used to enhance the experience, explore other needs of users, provide one-stop system solutions, and create opportunities for cross-border monetization of the community; the community is a catalyst, used to catalyze the relationship between enterprises and users. A strong relationship between users solves trust and awareness.

The core of community marketing is to build a trusting and unified relationship between enterprises and users, empower individuals through the community, and end users and the community empower each other to form a virtuous cycle.

Editor