History has proved that simple labor is easy to support a family, but it is difficult to get rich. In agricultural society, hardworking farmers can only support their families, and landlords who own land and livestock get rich; In industrial society, workers are also very hard, but when faced with global overcapacity and factories stop production, it is also front-line workers who are laid off and transferred.

The rich in history often occupy a dominant position in value distribution because they occupy the scarce elements of wealth creation.

Nowadays, in the era of soft value, people who master soft resources and elements such as knowledge, technology, information and culture have higher and higher salaries.

In the world of soft value, because demand is not rigid, but is created by supply itself, people who participate in creating and expanding the cognitive groups of soft value are also creators of soft value and should get corresponding wealth distribution.

Chapter VI Unlimited Potential of Soft Value

The soft value of online games, the essence of people's consumption is not games, nor game props, but a willingness to pay for some psychological feelings brought by games.

Emotional singing, group expansion, interactive fermentation and scarcity are the soft values of culture and entertainment.

Proper control of scarcity can maintain the sustainability of soft value. It is conducive to maintaining commodity prices at a relatively stable level, which is also the reason why many merchants will launch limited editions.

The knowledge soft industry has evolved into education and training economy, scientific research economy, consulting economy, think tank economy, conference forum economy and other forms.

Finding out its unique operation mode, market positioning and cultural values is the main way for education and training enterprises to improve group cognition.

The creation of soft value of scientific research must be aimed at the audience to the maximum extent, thus expanding the breadth of communication groups.

When creating knowledge-based soft products, consulting enterprises put pertinence and creativity in the first place, which can not only improve its soft value content, but also make the general form of theft and plagiarism not damage its soft value.

The research of think tanks must conform to the current soft value reference system and put forward independent, professional, operable and constructive policy suggestions for the most contradictory problems.

Sometimes the conference or forum economy will also promote the development of other industries, especially those forums that create brand effects, which will often promote the development of tourism, catering and other service industries in the host area.

The pricing of information products depends more on the value judgment of the information recipients themselves.

Provide free humanized service for the gathered users, and make the products charge advertisers or drainage partners. The wider the user group, the higher the fees that advertisers or partners are often willing to bear.

In the world of financial soft value, the change of investors' ideas and behaviors will not only affect the fluctuation of financial asset prices, but also affect the prices of financial assets through powerful investors.

When people's demand for goods exceeds the initial basic physical functions of these hard wealth and begin to pay more attention to psychological experiences and spiritual feelings such as health, socialization, showing off and taste, this demand can only be met through the supply of soft value. As a result, the division of labor in the commodity service industry is becoming more and more refined.

In hard value industries, one of the most effective ways to enhance value is to provide efficiency. However, in the field of service soft industry, there is an "efficiency optimization paradox". If the efficiency optimization is not at the expense of customer satisfaction, the cognitive group may be greatly reduced.

If we can make good use of the agglomeration effect, we can often "hitchhike" and carve up the "cognitive group" of the original service soft industry. For example, Hollywood movies are not necessarily of high quality, and Japanese animation is not necessarily of high quality, but when it comes to movies, we will still think of Hollywood, and when it comes to animation, we will still push Japan first. Just like consumers want to shop, they are likely to visit the shopping center complex, because there are shops gathering there, and a shop always has a certain dress to meet the consumer demand, so the shops in the shopping street will naturally gain the corresponding cognitive groups.

Although it is difficult to measure group cognition with a fixed unit or number, the group cognition obtained by customer feedback can present a soft value multiplier in a certain state, providing valuable information for enterprises to improve their services.

Chapter 7 Transition to Soft Value: A New Paradigm of Global Economy

People's emotional demands for communication, showing off and self-realization have existed since ancient times, and soft value will play an increasingly important role in hard wealth.

The value of future commodities no longer depends entirely on how much hard value cost is invested, but more on how to improve the soft value coefficient of commodities by bringing better experience to consumers and endowing them with more ideas of socialization, culture, fashion, environmental protection and quality.

In the past, Engel's coefficient was used to describe the development degree of a country by the proportion of total food expenditure to total personal consumption expenditure. In today's Internet quantum era, the form of value is mainly soft value. The degree of soft value development of a society can consider the "expenditure coefficient of manufactured goods", that is, the proportion of manufactured hard products in a family's total expenditure.

Social soft value coefficient = 1- expenditure coefficient of finished products

Analogy Engel coefficient, that is, the higher the proportion of manufactured goods expenditure to household expenditure today, indicates that the economy is underdeveloped; On the contrary, the more spending on soft value and spiritual products (including hard products endowed with soft value), the more developed the economy will be.

Soft value changes the value structure of goods, and the value of hardware such as raw materials will further shrink. Products and services that meet people's spiritual needs such as socialization, entertainment, knowledge and information will become the main body of people's consumption in the future, and the proportion of various information economy, knowledge economy, cultural economy and service economy will increase in the future, which is the general trend of the global economy.

With the gradual softening of enterprise assets and organizational forms, many enterprises are becoming more and more open and more like an open platform. Through the standardized and branded platform carrier, various production factors will be quickly organized to form an effective allocation of social resources.

Witkey mode is a network innovation mode that uses the Internet for knowledge management. It is a flexible way of employment, breaking the restrictions of region, time and working style. Enterprises can also use "soft employment" to reduce costs, and individuals can improve work efficiency and quality of life through "soft employment". In my opinion, this witkey model has not been used by large enterprises at present. On the one hand, from the perspective of business secrets of enterprises, on the other hand, from the perspective of traditional management, people need to get together for intensive teamwork. At present, this witkey model is more suitable for small enterprises and start-ups, and it is a more effective choice to reduce costs.

At one time, the California government sued Apple, Google, Intel and Adobe for not poaching each other. The reason is that the local government wants to promote the flow of talents among companies, prevent the rigidity and hardening of human resources and hinder the road to innovation.

In the Internet era, the relationship between people is not around land as in the agricultural era, but around factories and enterprises as in the industrial society, but around soft resources.

In the Internet (soft value) era characterized by openness, equality, decentralization and * * * enjoyment, everyone can participate in the creation and sales of global soft value, and people are both providers of soft products and consumers of soft value. John donne, an English poet, said in Meditations: "No one is an isolated island ... anyone's thinking makes me miserable, because I was conceived in human beings".

The spread of any kind of soft value should not exceed its own energy. In order to avoid the evaporation, alienation or deformation of soft value caused by the rapid spread, we should enhance the sustainability of soft value, let more people participate in the process of soft value creation, and constantly give it new stories and cultural connotations, "so that soft value can be fermented continuously".

Chapter VIII Soft Value Strategy

Capitalists can use piece-rate wages, hourly wages and Taylor system to supervise workers' production lines, but it is impossible to use the same method to supervise and manage soft-value production activities such as artistic creation, software writing, creativity, pricing and financial asset trading of knowledge-based talents.

Because of the causality and reversibility of soft value creation, in many cases, the process of consuming soft products is also the process of obtaining happy spiritual enjoyment and creating soft wealth. Education should attach importance to creative thinking, cultural literacy and happiness in the cognitive process.

In the era of soft value, the value focus of all walks of life is gradually shifting to the soft elements such as information, knowledge, culture, finance and service contained in products. The soft value content of each product greatly increases and far exceeds the hard value, and the product pricing is also triggered by soft value, and the industrial structure gradually softens.

Consumers are willing to pay higher prices for products that show their unique personality. Attach more soft value to hard products to meet people's spiritual needs for customs, fashion, status and identity (cultural identity, class discrimination and personality display) and improve the soft value content of products.

In the era of soft value, if enterprises want to achieve sustainable development, they must rely on the development of soft assets such as new technologies, private brands, management models and communication channels, expand the effective input of products, and even establish a resource integration platform or club for leaders. Once soft assets are reported as scarce, difficult to copy, difficult to replace and low in expansion cost, their asset valuation will far exceed their cost input and material existence, and even show great value in advance before sales and profits are generated.

Nowadays, customers' demand for soft products is mostly in the unproductive and immaterial spiritual fields, with more emotional and psychological reaction characteristics, showing the characteristics of diversification, personalization and subtlety. In order to build a soft value system in this situation, the most important thing is to accurately respond to customers' demands and provide soft products that deeply meet users' demands and conform to customers' psychological experience in the competition. Accurately meeting and tapping spiritual needs is the focus of enterprise innovation.

Guide group cognition and create public value. The main way is to show the public their working methods and values. Only when there is public value can there be a profit model. Formulate the slogan that enterprises serve the public and establish values.

The so-called soft value platform enterprise, all platforms have three * * * same connotations. First, it has social public value, can provide entertainment exchanges, carry free resources and attract the demands of different stakeholders; Second, it has the functions of resource grafting, resource transformation and resource expansion, forming a stable business model; Third, it can be replicated and quickly hatched.

The success rule of platform-based enterprises is also divided into three steps:

The first stage is to accumulate social public value. For example, Didi Chuxing gave red envelopes to taxis and passengers at the beginning of its establishment, creating a process of spreading the breadth of groups.

The second stage is to attract and integrate resources. Didi integrates a large number of private car resources and promotes private car services.

In the third stage, through rapid replication, three-dimensional expansion and multiple values are realized. Didi also integrates public transportation, driving, special car, car rental and other fields.