Yanzi Valley of Jingcheng

Chapter 30 Terminology of the Industry

Even though he only slept for less than 3 hours last night, Ren Tianxing went out at 8:10 the next day
When Ren Tianxing went back last night, his girlfriend Mo Ru was asleep, and when he left home this morning, Mo Ru still didn't wake up.

Ren Tianxing was a little disappointed, because he didn't get home until almost 5:00 in the morning, and he didn't see any WeChat inquiries from his girlfriend.

Like most men, Ren Tianxing doesn't like his girlfriend controlling him on weekdays, but if this girlfriend really doesn't care about his life all the time, he will feel very uncomfortable in his heart.

But Ren Tianxing didn't want to have any unhappiness with Mo Ru because of this trivial matter. He left a message for Mo Ru, saying that he had gone to work, and then he stuffed himself into the subway car like an ostrich.

In the morning rush hour of the Yanzigu subway, Ren Tianxing wanted to look at his mobile phone, which was a dream. He had no room to lift his hands, and his stomach and face had to be pressed against the door to barely stand still.

The scene in this carriage is the truest portrayal of Ren Tianxing's hard work in Qingyang. Not only did he stand on the edge, but his body had to be squeezed out of shape to gain a little foothold.

At every stop, Ren Tianxing would be ruthlessly pushed out by the flow of people pouring out, and then forcibly "pushed" back into the air-poor compartment by the flow of people outside.

In and out, inside and out, all can't be controlled by him.

Probably because he didn't sleep well last night, Ren Tianxing's brain had been on strike intermittently on the road.

He habitually came to the Jinquan Building, and he didn't realize that the magnetic stripe of his intern work card had been erased until two piercing "beeps" sounded at the card swiping place.

damn it!
It won't work if you spend more than two days on the Internet!

It must be that Ma Yu got angry with the people in the human resources department!

Ren Tianxing walked out dejectedly, not daring to make eye contact with anyone around him, after all, this situation was too embarrassing.

If you can't get into the company, where can you go?
Ren Tianxing couldn't go home because the farmer's house he rented didn't have Wi-Fi itself.

Even if some of the neighbors who moved in installed Wi-Fi, it would be very uncomfortable for Ren Tianxing to use the master password to chat.

People with good economic conditions will not become Ren Tianxing's neighbors, so their Wi-Fi speed is even difficult to load a web page with pictures, so Ren Tianxing can only wander to the nearby commercial center.

Fortunately, a breakfast cafe opened and the business was good. There were quite a lot of people queuing up in the room. The sharp-eyed Ren Tianxing immediately found a coffee cup on the European-style trash can outside the cafe.

Ren Tianxing walked over quickly, glanced around, and confirmed that no one was paying attention to him, so 10 seconds later, the coffee cup appeared on the table in a corner of the coffee shop together with Ren Tianxing.

The front desk clerk in this corner is not easy to see, there is still one-fifth of the cold coffee left in the coffee cup, but Ren Tianxing doesn't mind, because as long as there is this cup on the table, Ren Tianxing can grandiosely rub the table to rub Wi- Fi up.

"If you don't starve to death, you can't afford to be rich, that's what I'm talking about."

Ren Tianxing looked at his signature in WeChat Moments, frowned, and then deleted the signature.

"Jin Quan, I will not only become your employee, but one day I will also be your helmsman!" Ren Tianxing cheered himself up like this, but he still only had Jin Quan Investment Group in his eyes.

Last night, when the chicken wings were robbed and the car was called for extra money, Ren Tianxing was now engaged in research like a bloody chicken, racing against time.

Life is never equal, how hard he works, how special he can be in the end.

Ren Tianxing memorized the terms Ni Die said yesterday in his mobile phone, and he had to work hard to understand them all, because if he wanted to gain a deeper understanding of an industry, he had to first understand the commonly used spoken terms in the industry.

What terms did Ni Die, the lipstick sister, say last night?
She said: "These black tubes and white tubes are all eliminated colors, as ugly as they are, please don't be planted by those KOLs and KOCs of the little blue book, okay?"

There are three industry terms involved in this sentence, namely "KOL", "KOC" and "planting grass".

Ren Tianxing typed keywords into the search engine cracklingly, and there were many explanations that popped up. He took some time to make a summary:

KOL belongs to a concept of marketing. Its full name is Key Opinion Leader, literally translated as "Key Opinion Leader". people with greater influence.

In short, KOLs are people who are influential in their own fields, commonly known as "big coffee", "big guy" and "big V".

These people often have great interest and talent in what they do, and have very professional knowledge, and can continue to output stable and high-quality content to the outside world.

For example, in the field of beauty makeup, especially for lipstick products, Ni Die is undoubtedly a huge KOL.

She is professional, has credibility, loves what she does, and is able to broadcast her unique views on lipstick to the outside world every day, all of which have created Ni Die's extraordinary influence in the lipstick marketing circle.

The term KOL was later widely used in daily life, such as public account big V, short video expert, private beauty blogger, game UP owner or star artist, etc., as long as this person can make a difference to a large group of people in some way Influence, it will be called KOL.

Because the content of these KOLs has a lot of attention and followers, they will naturally be targeted by various businesses, and then fans will find that the content released by the big V they follow is no longer pure, but embedded In the end, some KOLs did not include any content at all, and directly promoted products nakedly.

For example, after some official account writers made their official accounts popular and became KOLs, they began to place advertisements in their articles.

The advertisements placed by conscientious KOLs have something to do with the article itself, and unconscionable KOLs just copy the advertisement copy of the merchant and paste it at the end of their own articles.There are also some KOLs who are more lazy. After they become popular, they don’t write articles. What they do every day is to push advertisements.

Ren Tianxing concluded here that he has thoroughly understood what KOL is, and then he found that as long as he understands KOL, the concept of KOC is not difficult.

The full name of KOC is Key Opinion Consumer, that is, key opinion consumer.

The word "consumer" is particularly important, because it emphasizes that KOC itself is a product buyer and the target customer of the merchant itself.

Although the public influence of KOCs is not as strong as that of KOLs, they can influence their family members, friends and social circles within a certain range, so that people in the circles will have consumption behaviors because of their recommendations.

For example, the student who always takes the first test in the class suddenly recommends the study method books he often uses to everyone one day, and many other students will follow suit and buy them.

In this example, the student who took No.1 is KOC. He also bought those books himself and thought they were good, so he recommended them to others.

Since KOCs are consumers themselves and not professional salespeople, their sharing content comes mostly from personal experience.

If KOC wants to promote Ma Aishi lipsticks, they will really go to the counter to try one by one, buy the color number they like directly, and then give fans a video chat experience at home.

Since the items recommended by these KOCs are all bought out of their own pockets, their video content is often more trusted, they pay more attention to the interaction with fans, and their views and feelings are closest to fans, so it is easier for fans to love them because of them. produce consumption behavior.

But having said that, even if the trust between KOC and fans is stronger, after all, there are few fans. When it comes to public influence, KOC is still far inferior to KOL.

In the live broadcast industry, if we regard KOL, KOC and ordinary users as a pyramid structure, KOL is definitely the head anchor at the top, KOC is the waist or some cute new anchors with a certain fan base, and ordinary users are at the bottom of the pyramid .

As a merchant, Guan Sha, working with KOLs like Ni Die can build brand awareness, quickly ship products, and trigger a wave of purchases. In the end, it is very likely that the "Sha Huang" jelly-colored pure natural lipstick will become a hit product.

But Ni Die is not something that Guan Sha can cooperate with if she wants to. At present, Guan Sha can't meet the requirements no matter in terms of products or funds.

If you don't attack Ni Die hard, Guan Sha still has a way out, which is to find KOC in the middle of the pyramid to cooperate.

These KOCs evaluate products from the perspective of consumers, and they can influence some people. Therefore, even if the product sales are not as good as KOLs in the end, they can still build a brand image among their fans. This marketing method is called "grass planting".

The term "planting grass" has been popular in various beauty forums and communities since the Web era, and it has spread to social media platforms such as Weibo and WeChat in the mobile Internet era. It generally refers to "recommend one thing to another". People, let another person like this kind of thing", that is, the meaning of "Amway" and "recommendation".

Summing up here, Ren Tianxing can finally understand the piles of comments from netizens in Ni Die's live broadcast room last night.

"Ni Die said don't buy that fuchsia horse love poem, plant a bunch of KOCs on the little blue book!"

"I was successfully planted by Ni Die in color 65!"

"There is the No. 14 color of Douyin KOL seed Ma Aishi!"

"Ma Aishi is going to release perfume next, please plant grass!"

Combining Ren Tianxing's theory with practice, he opened some live broadcast rooms of the anchors, while paying attention to the words used by the anchors, while watching the speeches in the comment area. Some of the live broadcast content was really boring for Ren Tianxing, so he manually typed a sentence in the comment area, "Look For a long time, I have not been planted."

When his comment briefly appeared on the message board of the live broadcast room, Ren Tianxing felt a sense of accomplishment, because he was one step closer to these active groups in the live broadcast industry.

Just as Ren Tianxing was immersed in his research results, his cell phone rang suddenly, and the incoming call alerted: Guan Sha.

"Where are you?! Hurry up and put out the fire!" Guan Sha shouted on the phone.

"Ah?!" Ren Tianxing didn't react.

"Room 3, Floor 42, Building 3428, Yanzi Valley! Quick!" Guan Sha hung up the phone with a "snap".

(End of this chapter)