Top of the Great Era

Chapter 1515 Sense of Participation

Zhou Buqi is not so arrogant that he thinks he can compete with Jobs and Bill Gates. This wave of bragging is mainly to enliven the atmosphere.

Unexpectedly, it backfired.

No one thought it was a joke, but everyone believed it!

It drove him a little crazy.

There is no way, Zhou Buqi can only bite the bullet.Although Jobs is great, no one is perfect, and Zhou Buqi's bragging is not aimless. He does have some more insightful business understanding.

After an awkward opening remark on price comparison, Zhou Buqi started, speaking calmly: "Today we mainly talk about the industrial Internet, whether it is milk tea, movies, blind boxes, mobile phones, drones, or It is food delivery and shared bicycles. In fact, Internet thinking can be used. Today I will start from two aspects of consumers and businesses, and briefly discuss with you. I have not prepared much. I will talk about what I think, and I will talk about many details. Not necessarily right, what is mainly conveyed is a concept, and everyone can further think according to this concept, and combine it with their own products. The first topic is the consumption logic of consumers. That is what I said can be achieved to a certain extent. Go above Jobs, everyone look at this picture."

Zhou Buqi pressed a button on the assistant lecturer's computer, and the PPT changed to the next page.

It is the lively scene of the Apple Experience Store.

many people!
Consumers are actively trying to use Apple products.

Zhou Buqi went on to say: "Jobs created a brand-new mobile phone retail model, which had a huge impact on the traditional mobile phone industry. From the perspective of hardware, system, and product design, Asda's mobile phone has more advantages than the iPhone. We all have to admit that there is a big gap. If we want to surpass the iPhone, we need a bigger breakthrough in the business model.”

Then, the PPT changed to page 3.

The content of this page is very simple, only four lines.

[-]. Functional consumption;

Second, brand consumption;
Three, experiential consumption;
Fourth, participatory consumption.

Zhou Buqi pointed to the big screen behind, and said with a smile: "I asked someone, and it seems that no one in the world has put forward this kind of statement, at least the fourth point has not been mentioned before. I should have initiated it. Inspired by Ziwei Star Global."

"A simple explanation. In the era of scarcity of materials, people consumed to meet functional needs. At that time, if users wanted to buy a watch, it was important that it could tell the time accurately. With the development of society, commodities are becoming more and more abundant. , the advertising industry rose [-] years ago, and brands became the core factor in the commodity world. This is the transformation from functional consumption to brand consumption.”

"Now, more and more supermarkets have replaced traditional department stores, and the era of experiential consumption has arrived. Is the food delicious? Try it first; Does the clothes look good? Try wearing them first; use your mobile phone Are you happy? Go to the experience store and try it out first."

"I'll take the movie as an example, everyone can refer to it."

"When the movie first came out, it was a new thing. No matter what movie it was, everyone went to see it. It was a functional consumption; later, many famous movie companies, famous movie directors and movie stars appeared. In pursuit of movie viewing quality, it is enough to pursue these important reference points. This is brand-style consumption. Later, a new model appeared, the trailer. First edit a wonderful clip, let movie fans experience it, rely on this That’s experiential consumption. But times have changed. Now there’s a new model that’s giving Hollywood giants a headache, and that’s participatory consumption.”

Zhou Buqi didn't want to talk about it alone, so he smiled and said, "Mr. Xu, can you tell us a few words? What is participatory consumption of Hollywood movies?"

It can be regarded as introducing Xu Baihui to some people who don't know her.

Xu Baihui never refuses anyone. The boss Zhou talked to her about this movie topic. He sat down with his chest folded and said coldly: "This is the impact of the Internet on Hollywood. Movie rating websites allow movie fans to participate. In the marketing of Hollywood movies, it has become the most uncontrollable variable."

Zhou Buqi nodded and concluded: "The current trend of media decentralization is becoming more and more obvious. The media is no longer the only producer and disseminator of information. In the Internet world, online media is more like an information support platform. With the popularity aggregation platform, consumers are no longer the end of the communication, they have become a node in the communication process. Mr. Xu, tell me again, why does Hollywood hate movie rating websites?"

Xu Baihui said indifferently: "In the past, brands and professional media could control all brand experience and communication resources, and brands and media could dominate all consumption behaviors. Movie rating websites... Well, it's the participatory consumption model you mentioned, which completely changed professional media. and orthodox marketing concepts."

Gao Shan took a deep breath and was greatly touched.

That's right, his past business ideas have always remained at the stage of experiential consumption. Aster's overseas sales also follow a professional and orthodox marketing model.

A lot of advertising costs were spent.

But judging from the movie mode...it seems that this set is really outdated.

Movies spend huge sums of money on advertising and making trailers, and if movie rating sites give you a super low score, it's over. Nine times out of ten the movie fails.

Solving problems is difficult.

But it is more difficult to ask questions and find problems.

The film industry has been impacted by the participatory consumption model, will the mobile phone industry be far behind?

Zhou Buqi said with a smile: "There are many companies present, so I will just comment a few words and give you an idea. The blind box business, the image design of player figures is the key factor for the success of the product, whether it can build a sense of participation, Open up the process of selling Manchester United players' blind box figures as brands, let fans participate, and build a touchable and ownable sporting goods that belong to their own club."

Shi Jingmei's eyes were shining brightly, and she felt like she was enlightened.

If the blind box business wants to cooperate with a large number of wealthy teams such as Chelsea, Liverpool, Real Madrid, Barcelona, ​​Bayern, Inter Milan, etc., one of the most difficult problems is how to design the figure?

One size fits all will definitely not work.

Different clubs need different models of figures.If it is the same, or if it does not conform to the local culture, it may be boycotted.

The logic of participatory consumption can solve this problem.

Contact the fan organization directly, or open a column on the team's official website, calling on fans to participate and contribute, and the Chaowan Commune and the club will jointly make a choice.

In this way, the design crisis of Chaowan Commune is resolved.

Zhou Buqi went on to say: "The milk tea business is similar. When launching new flavors, college students can be widely invited to participate. Another example is drones. There are not many players for this thing. You can set up a forum to bring these players together. They all gathered together, carefully selected a group of seed users, and helped improve drone products through their participation. Of course, mobile phones are also included. Xiaonei has a say in this point. Pengfei, let me tell you ?”

Guo Pengfei felt guilty and looked at Shi Jinglin.

Because this project was led by her when she was in office, and she was only a deputy.

Seeing that she didn't respond, Guo Pengfei bit the bullet and went in. He simply mentioned that Xiaonei.com had cooperated with Lenovo two years ago, using the communication attributes of the school forum, invited college students to participate, and jointly designed and developed a high-quality and cheap college student special For mobile phones.Although I didn't make any money, I can accumulate a lot of experience.

It also provides a practical basis for this participatory consumption theory.

Finally, Guo Pengfei still cherishes this opportunity to speak, and supplements participatory consumption based on his own understanding, "Participatory consumption must be community-based, whether it is the school net, the movie rating website, or the official team website. It has a community attribute. In the traditional consumption mode in the past, consumers had to contact customer service when they had problems. This is a process of raising and solving problems in a cold manner. The benefit of the community is that consumers can form an effective communication cycle here Chain, not just one customer service, but no like-minded people.”

Zhou Buqi gave a thumbs up and summed it up in one sentence: "If you want to do a good job in participatory consumption products, you must first create a community, and then the product. The emergence of special mobile phones for college students requires the campus network before they can have mobile phones. The big reason why Microsoft can't beat Google is because of their '3110 model', do you know?"

Many people are nodding.

This is a statement that Google summed up to mock Microsoft.

There are still many people who don't understand. Zhou Buqi briefly introduced this "3110 model", which is the smallest organizational structure of Microsoft, usually 5 people, 3 development engineers, 1 product manager, and 1 tester.

0, referring to the user.

Why is Microsoft, as the world's largest technology giant, unable to compete with Google in the Internet industry, and can only sit back and watch Google grow bigger and stronger day by day?
The big reason is because of this "0".

Microsoft's products are more behind closed doors.

The most important point of Internet C-end products is user experience, which is the user's sense of participation.Microsoft's Internet products are still the traditional logic that I produce and you buy.

If it is a design genius like Jobs, or a super director like James Cameron, or a legendary designer like Karl Lagerfeld, their products do not require user participation, and they can directly poke consumers after the product is unveiled soul, thus leading the trend of the times.

But how many such rare creative geniuses are there in the world?
How many designers can guarantee that the products they design will be liked by consumers?

For example, Sony has produced a number of amazing products in the past ten years, including handheld computers, handheld TVs and running robots.

What is the use?

No one likes it.

Without Jobs' level, you can't play with Jobs' product concept.After the death of Jobs, Apple's product logic has obviously changed, and it has also begun to face consumers.

The degree of awareness is different, which has been an insoluble dilemma between merchants and consumers in the past few decades.Too many merchants obviously produced excellent products, but they were not recognized by consumers and went bankrupt.

The emergence of the Internet can effectively solve this problem.

Get consumers involved first and ask what they like.Then design products and produce goods, which can reduce the risk of merchants.

(End of this chapter)