Top of the Great Era

Chapter 1516 Girls' Generation is an Internet Product
Zhou Buqi was really jumpy, and he got off topic while talking, and talked about Microsoft's "3310" for a long time.

"3310" is Google's mockery of Microsoft, but boss Zhou was not ambiguous at all, and criticized Google's model.Google does have Internet attributes and is user-oriented, but this is far from enough.

If you look at the domestic market, you will know that the only bright spot of Google search is its good technology.In terms of business model and product design innovation, Baidu and Weidian are far behind.

For example, Google is a content aggregator that can integrate high-quality content from all over the world, and then present the best part to users based on search results.

This technical difficulty is relatively high, which is why Google has successfully defeated many technology giants in Silicon Valley.

This is the property of scientists.

However, Baidu and Micropoint have different models. Knowing that their technology is not as good as Google, they must compete through innovations in products and models, such as self-made content.

There are a lot of web content, but it is miscellaneous and disorganized.

The vast majority of users do simple searches and ask simple questions such as "how to cook tomatoes", "who is there in Girls' Generation", "which country's Mercedes-Benz is", and there is no need to give long articles. up.

Just give the most concise and intuitive answer.

For example, Baidu knows, such as Weidian Q&A.

Google is not interested in such "little thinking". They are pursuing more hard-core and higher technological innovation... The result is obvious.

Facebook and Twitter defeated many of Google's social products like Google defeated Microsoft.

Microsoft pays too much attention to the opinions of product managers, so they are better at making B-side products, and almost all C-side products have failed;

Google pays too much attention to the opinions of scientists, so they are better at promoting the progress of industry technology. The products they develop are full of technology, and the effect of use is often greatly reduced. This is why Google is the creator of cloud computing projects. One of the reasons why it has not been recognized by the market is that it is too high-end and too complicated for professionals to understand.

The Internet must be peer-to-peer, which is the biggest advantage of Internet products.

No matter what kind of product it is, it is always for users to use after it is made, and users are God.The product design under the Internet thinking must be the interaction between the community and the product.

Zhou Buqi said: "The most typical example of the echo between the community and the product is group buying on campus. Why is this project successful? It's not because our e-commerce business is doing well. On the contrary, our e-commerce operation is doing poorly. Now We still need JD.com’s help. But why can intramural group buying become the favorite online shopping platform for college students across the country? Because of Xiaonei! This is the largest community of college students. First, through Xiaonei, college students from all over the country are gathered together, forming a user effect and a fan effect. If we go to promote group buying on campus, fans will flock to it.”

According to the PPT outline, it's time to proceed to the next topic - consumer economy and fan economy.

However, Boss Zhou saw that many people were confused, so he temporarily jumped out of the outline and played on the spot, "Xiaonei is an Internet product. Using this example to illustrate the flat structure of the Internet seems not convincing enough. Then I will say it again. Do you know about Girls' Generation?"

Few know it.

Zhou Buqi said with a smile: "The popularity of Girls' Generation is very high among young people, not inferior to Andy Lau. But everyone knows about Andy Lau, but they don't know much about Girls' Generation. Not only in China, but also in Korea. Girls' Generation is in Korea. It is very famous and popular among young people. But among the older groups, many people have never heard of it. Many people will say that this phenomenon is out of date, but it is not accurate. Times The era has changed, and the era is moving towards the era of mass communication to niche communication."

"Mass communication means that you must first have a performing arts product, a song or a movie. At this time, the brokerage company, marketing company, sales company, and brand company behind you will come to promote it. After large-scale public communication, the public will Newspapers, TV, websites, and magazines will turn you into a popular idol. Just like Andy Lau, posters are posted in all beauty shops and karaoke bars across the country. Only news advertisements are not enough, and topic marketing is also required, and national concerts are held , to have a whole Asia tour, and even intentionally create gossip to attract attention. In the process of mass communication, a star is just a doll, behind which a large industrial production organization, brokerage agency, marketing agency, and record agency are required to work together, such as Promoting televisions is like promoting cars on a large scale. The marketing executives of the world's top 500 can change jobs at will, because the marketing model of all companies is the same, and it is all mass communication."

"The flat nature of the Internet will change the past communication model and turn it into a niche communication."

"For example, for Manchester United's player blind box marketing, there is no need to spend a lot of money to find so many intermediary agencies to do mass marketing. It would be too wasteful. We can make a qualitative judgment first. The buyers of Manchester United's blind box are all Manchester United fans. That's simple, we only target the niche marketing of Manchester United fans. This is precision marketing, it's fan marketing."

"Let's go back and talk about Girls' Generation."

"The current marketing methods of Girls' Generation are relatively popular, but the agency focuses on young people. If you regard 'Girls' Generation' as an Internet product and use Internet thinking to manage this product, what should you do? ?”

Xu Baihui was the happiest on this topic.

She also somewhat guessed in her heart that Boss Zhou was deliberately taking care of herself.

These "students" present are all elites among the elites, they all came from world-renowned schools, and they all have genius-level IQs... In comparison, I am an "ugly duckling" who graduated from Beiwu.

If Boss Zhou can say a few words about this cutting-edge subject, it will be easier for her to understand.It can be seen from the fact that Boss Zhou does not use mobile phones as examples, but repeatedly uses movies, celebrities, and blind boxes as examples.

He was taking care of the female bosses of two companies, Jieyu Media and Chaowan Company.

The answer to this question is obvious, and I have just focused on it.

Xu Baihui pursed her lips and said with a smile, "It's community + product."

Zhou Buqi gave her a thumbs up, "That's right, as Mr. Xu said, an important core of Internet thinking is to increase consumers' sense of participation through the community. Xiaonei.com is an online community for intramural group buying. , Manchester United's fan organization is the offline community of the Manchester United Blind Box, which is essentially the same. Of course, if the Manchester United Blind Box is to be sold to the world, an online community must be established on the official website of Manchester United."

Shi Jingmei was excited inside, she nodded repeatedly.

It feels like a lot of information.

This is a completely new theory, which is completely different from the previous set of ideas.

The most important thing is that there are success stories!

It is a replicable business model!
Moreover, the investment is lower, the operation is easier, the risk is lower, and the profit is greater!
It turns out that behind the success of Manchester United's blind box is such a set of business logic!

Zhou Buqi said: "Girls' Generation itself is an idol group, a product. So, what is the community? Develop a forum? That's what S/M Entertainment does, but it's not enough. There are also Helo groups, WeChat Bo, friend.com, including Tieba, QQ group, Tianya, YY group and other community-based communication platforms.”

"Through these platforms, as many online fans as possible are gathered together, and then the fans are managed. From the characteristics of the Girls' Generation product, it can be seen that the fans must be young people, they have not participated in work, and there are a large number of Time, with the enthusiasm and fanaticism of chasing stars."

"In this way, we can distribute tasks to fans in the community. Some go to Tieba to post every day, some go to Weibo to review comments every day, some are responsible for managing QQ groups, and some are responsible for creating an online atmosphere. , some people are dedicated to discrediting other girl groups and idol groups to attack similar competing products..."

"Different fans have different fan groups, and there are national organizations across the country, gathering millions or tens of millions of fans in social clusters. The above are all niche communication. Next, the focus is on Now, the product can be reversely detonated through fans! It becomes mass communication!"

At this time, Zhou Buqi deliberately sold off and took a sip of water.

All the people at the scene were more serious than each other.

Some were writing notes, some were sitting upright and listening, some were obviously thinking deeply with one hand on their chin, and there were Xu Baihui and Wu Yu who were full of admiration.

Zhou Buqi went on to say: "What is a small group detonating the public? Let me give you an example. It was the first time I did group buying on campus. Do you remember? There are dozens or hundreds of media outlets across the country spontaneously reporting on this matter, and even I have been on a lot of TV news, and I was interviewed by CCTV reporters. Because the on-campus group buying has managed well for college students through the Xiaonei community, after the on-campus group buying started, there was a rush to buy, with sales of 100 million in half a minute and sales in 2 minutes 500 million... I can’t remember the data, but it’s shocking anyway. On-campus group buying is just an e-commerce platform for the small circle of university campuses, but relying on this model, we have obtained e-commerce platforms that are far better than Taobao, eBay, Amazon, and Dangdang. More public media resources for business giants! On-campus group buying detonated the public market in reverse, and got free media resources that used to cost tens of millions in the mass model!"

Speaking of this, Boss Zhou has firmly grasped the nerves of everyone present and was caught in a brainstorm. Guo Pengfei couldn't help asking, "Group buying on campus is an Internet product, and Girls' Generation is a girl group." How do products detonate in reverse to the mass market?"

Zhou Buqi said: "If the fans are well managed, they can form a powerful social force and attract the attention of the public media. For example, when Girls' Generation came to the capital, they organized tens of thousands of fans to pick them up at the airport. Blocked. From the perspective of the public, this is a superstar who is more popular than 100 Andy Lau, so it will definitely be valued by the public. For example, the current news websites have many popular rankings, mobilizing fans to click Sweep the charts, let the news of Girls’ Generation occupy every news list! Another example is to release a new single, mobilize fans to download it together, and the sales volume in 10 minutes exceeds that of Jay Chou for a whole year! Punch Andy Lau, kick Jay Chou! The product is the product , there is no distinction between Internet products and girl group products, this is the business model interoperability of the industrial Internet.”

(End of this chapter)