No matter what kind of popular tide rises in the world, it is necessary to abide by three laws: one is the law of personality, the other is the law of attachment factors, and the third is the law of environmental forces, all of which are indispensable. If an event or thing happens,
Time is very short, or it doesn't rise at all, so it certainly doesn't conform to the above three laws. If satisfied, it will evolve into a trend, such as millet and apple in the industry.
1, single character rule
There are three rules of character, one is an expert, the other is a contact, and the third is a salesman.
An expert refers to a person who is proficient in this field. He has a lot of information in this field, and he is very active in collecting dynamic information in this field, and he knows the details and changes of every move in this field like the back of his hand.
Chest, like a few treasures, such as information brokers in the west, and people who know inside information, such as Feng Dahui and Xiao Hu, are very familiar with the industry and have a strong initiative to collect inside information.
Information ability. Of course, experts don't need to be as persuasive as salesmen, they just need to have a deep understanding of the industry and actively collect this information.
Contacts are people who can connect experts with us. They are keen to spread the news everywhere. They have strong communication skills and wide connections. From a social point of view, they are the glue of society. just as
As the book says, apart from being an expert, Revere was able to set off the American War of Independence because he was an excellent liaison. He could well convey "The British are coming" to local militia leaders and convince them of the truth of his news. And the other man-Davis, because he is not an excellent liaison at ordinary times, nor is he a NB salesman, so he failed to detonate the American War of Independence, but Revere succeeded.
Salesman. Salesman I don't need to say this, it's easy for everyone to understand. An excellent salesman must be energetic, expressive and have a wide circle of friends. They convince people who don't believe in these things, such as western missionaries, Dale? Carnegie, they are excellent salesmen.
Therefore, if it is necessary to create a fashion trend, all three people need to find it. From the very beginning, Xiaomi was ridiculed by people in the mobile phone industry and sought after by enthusiasts. They all found these three types of people. As Lei Jun himself said, he found 100 mobile phone enthusiasts to study his Xiaomi mobile phone from the beginning, and a large part of this 100 people are these three types of people. Through their expert enthusiasts, they constantly polish their products and spread Xiaomi to all places. Yu Chengdong needs to learn from Lei Jun if it wants Huawei mobile phones to become a trend.
2, the law of adhesion factors
Adhesion factor can be described in an easy-to-understand sentence, that is attraction. If an event or an object is attractive and unforgettable, it will be sought after or paid great attention to.
The higher the probability. For example, pea pods's small and fresh style is very attractive to white-collar users in first-and second-tier cities compared with other mobile assistants. Another example is the Iphone. Why is it so respected? Will a small change in Apple be interpreted by major media reports and user attention? That's because the Iphone is super attractive. So in the mobile internet circle, if your product attracts attention, it's already half the battle. This is the law of attachment factor.
And how to make your products have strong adhesion? I sum it up in one sentence-based on the needs of the target users you want to serve, output your product form and publicity information through their way of thinking and acceptance.
(1) According to the needs of the target user group you want to serve.
There is a saying in philosophy-return to the source and think about the problem. This sentence clearly tells everyone that when you want to do something, you should go back to the origin of the thing and think about what it is, how to do it and how to do it. Then, we think about the phrase "based on the needs of the target user group you want to serve" through this methodology. First of all, you need to know who you're dealing with, old people. Children? A middle-aged woman? Industry elite? Still a small white user? What is the demand? Is it the food? Is it difficult to take a taxi? Or someone who wants to see Mao but can't find the source? This requires everyone to think about something when doing it.
For example, the company 360 that everyone is familiar with. What is it going to do? What 360 needs to do is to provide high-quality free security services. Under this demand, 360 is to provide high-quality free security services for netizens and solve various security problems encountered when surfing the Internet. Who are you serving? Internet users in China. Can the crowd be subdivided? Internet users in China! What is the segmentation of Internet users in China? That is lazy or white users of the Internet in China. So we got the user group of 360 service and how to do it: 360 is committed to providing high-quality free security services for lazy or white China netizens who encounter various security problems while surfing the Internet.
360 gives itself a very good positioning by accurately finding the user's demand point, so the market share is as high as 84%, and success is by no means covered.
Therefore, before you do something, you must think about the target user groups you want to serve and their needs. Therefore, at this point, Baidu and Tencent should be safe, and we must analyze and ponder this point.
(2) Output your product form and publicity information through their thinking and acceptance.
This point is also interpreted by taking 360 as an example. Based on the above interpretation, we have to think about what 360 users think. What kind of things do they like? What kind of publicity methods are they more acceptable to? Is it the direct and rude type? Or tactful literature and art? Through investigation and psychological simulation, we can know that 360 users are lazy people who are unwilling to delve into the deep reasons of this problem when they encounter security problems on the Internet. They are all people who just want to find a way to solve this problem quickly or in one step, so they will come to a conclusion that these people are lazy and don't know much about internet security.
Then let's think about what these people like and what kind of publicity methods they can accept more. Through the investigation and data analysis of these users, we can draw the conclusion that most of them are in second, third and fourth tier cities.
People who don't know much about the internet or don't understand it at all, who are too lazy to think about these problems, who want to know what is happening outside through the internet or who kill time through the internet. Then he
What kind of publicity is more acceptable to children? Direct! Simple! Come on! So from these conclusions, why is the interface of 360 mobile assistant still so ugly and not as small and fresh as pea pods? Why is the user culture of 360 so simple and rude, and not as literary as Douban? This has been explained very well.
3, the law of environmental rights
How powerful is the environment? Darwin's words can well illustrate this point-survival of the fittest means that all creatures in this world need to adapt to this environment to survive, otherwise they will be eliminated. Similarly, during the reign of Emperor Chongzhen in the Ming Dynasty, natural and man-made disasters, insurgents and the late Jin Dynasty were eyeing up outside. There are even more moths in the temple. Chongzhen is diligent and simple, diligent in governing the country, and vigorously eradicating eunuchs, which can't stop the inevitable fall of the Ming Dynasty in summer.
The environment is as important as the above two rules for whether a popular tide can rise. In this regard, the book "tipping point" mainly points out that the rise of popular tide is closely related to its occurrence conditions, time and place. To use an old saying of China, it is-the right place at the right time. At the same time, to launch a large-scale popular tide, the book also points out that many small-scale popular tides should be launched first (the team size of each popular tide needs to conform to the 150 rule), which is summed up by Chairman Mao's famous saying-a single spark can start a prairie fire.
Through this, let's take a look at the development of Xiaomi.
1, external conditions-time, location, people and harmony.
10, the Symbian operating system of Nokia, the big brother of mobile phone operating system, could not meet the entertainment needs of users because of its low closeness and playability. At this time, Android system has been sought after by many geeks because of its openness, and Android system has a great substitute for it.
The potential of Saipan system. Lei Jun, a big shot in the industry, has extensive network resources in the Internet circle and a lot of money in his hand. It was in April of this year that Lei Jun and his entrepreneurial team founded Xiaomi and established MIUI. MIUI has accumulated a large number of practical mobile phone geeks and opinion leaders for Xiaomi mobile phone, that is, the personality characters described in The tipping point. Under the above three points, Lei Jun successfully accumulated the original capital of Xiaomi mobile phone.
A single spark can start a prairie fire
It is precisely because of the first point of primitive capital accumulation that Xiaomi mobile phone began its road to prosperity. At the same time, through the following three points, this fire has reached the point where Xiaomi was snapped up.
(1) Hunger Marketing
Since the launch of Xiaomi mobile phone, even if Lei Jun said that the sales volume of Xiaomi mobile phone would reach 40 million units in 14, it is inseparable from the "hunger" marketing step. Let's not delve into whether Lei Jun is interested in hunger for the time being. However, through the method of starvation, consumers are quickly moved. Xiaomi mobile phone is very scarce, which can grab the land and push it. It has superior cost performance that other mobile phones do not have, so it quickly attracts more people to grab the F code and Xiaomi mobile phone.
(2) Expand the popularity of Xiaomi through the media.
As mentioned in the first point, Xiaomi mobile phone quickly attracted the attention of users and the media. It is precisely because Xiaomi's mobile phone is explosive, users love to pay attention, and the media is interested in its own interests. Xiaomi's exposure in the media is intentional or unintentional.
Light, so the media channels vigorously reported the latest developments of Xiaomi. Whether it was the negative news or positive news of Xiaomi, or the sesame and garlic skin, the media followed up for the first time and gave it a headline exposure position. and
CCTV vigorously reported Xiaomi (of course, the government also had its own political reasons to push Xiaomi, and countered the invasion of foreign mobile phone manufacturers and foreign data collection in China by supporting domestic mobile phone manufacturers), so through the media,
The expansion of Xiaomi's popularity has grown wildly.
(3) A single spark will expand the potential to start a prairie fire.
As mentioned above, the early users of Xiaomi are exactly those mobile phone enthusiasts and opinion leaders, that is, the innovators and early adopters mentioned in the tipping point (individual characters in the book), and they pass them on to their friends around them.
At the same time, Xiaomi has set up many Xiaomi clubs all over the country, leading Xiaomi users from online to offline, forming a small group, forming what Chairman Mao called a single spark and continuing the fire of Xiaomi's snatch.
Jia Wang, expand.
Therefore, through the external environment of the above two points, Xiaomi's planned shipment of -20 14 today is 40 million units, with a market value exceeding10 billion.