From the learning excavator which strong to see the human psychology

Many 90, 80 years after the impressive advertisement must have such a sentence? The first thing you need to do is to find the best way to learn how to use a digger, and then you need to find the best way to learn how to use a digger. When the Lanxiang ads all over the place did not fire, that nothing now this advertisement words but because of the attraction of everyone's unanimous spit it?

? We are the real learning skills, do not play false, you learn the excavator on the ground digging good, you learn the chef on the dishes good, you learn the tailor on the clothes good. If we don't learn the skills in a down-to-earth way, what's the difference with Tsinghua University?

This paragraph caused a piece of satire + self-deprecation of the elite, think it may be from here.

In fact, take a look at the characteristics of the Internet in recent years, as well as analyze the spread of the population, or a lot of **** through the place worthy of reference, the following chat a few of their own thinking, do not dare to say that there is more understanding of the Internet more understanding of human nature (well this is a modest word), but talk about this matter itself is quite interesting.

Propagation trigger 1: old things into the new crowd

As a 90-year-old, in the elementary school that did not have the "World of Warcraft" in the era of the summer at home is squatting in front of the TV by the various local TV series to live (the teenager is my goddess Jia Jingwen/Zhao Min I will go around talking about it? ) I was a teenager, and Jia Jingwen/Zhao Min was my goddess. Of course, the aftermath is that the local TV commercials can still remember a few, Lanxiang, New Oriental Cooking School, various men's hospitals and so on?

Time has changed, the original squatting in front of the TV? The first thing you need to do is to get your hands on a new pair of shoes or boots. Blue collar? and even? Loser? The fact that they are not in the picture anymore is something that has long been buried in my memory, isn't it?

So, although Lanxiang has always existed, it's basically an out-of-the-way thing for the online elite. What is commonplace in one crowd is often novel to another, and it's such a groovy way to get in, it's barely a ? Crossover followed by a big success? case.

Communication trigger 2: Young people themselves are looking for something new

Why does something new across borders get attention? It's actually quite simple.

Young people's microblogging microblogging basically share some fun, innovative events and segments, in order to reflect their own thinking a lot of knowledge in the crowd of the most bullish and shining; compared to the middle-aged and old people are often emotionally supportive of the main, share some of the health ah, philosophical ah, the truth of history, ah, more than looking for feelings **** Ming, or caring, reminding of the old partner, The old friend to pay attention to the body.

The heavy use of the Internet crowd (that is, young people) itself determines the development of novelty will be very rapid, contributing to the new things into the hotspot.

Propagation trigger 3: Hot spots get hotter

Again, this is related to the psychological state of young people. Young people are actually looking for recognition, but there are many different ways to seek recognition, playing the same game with friends, using the same app, watching the same American TV show, buying the same cosmetics online, and having the same boyfriend (no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no, no.). And so on, it is very easy to create *** the same topic, cause *** Ming.

So that's why, in recent years, there are a lot of things instantly fire up, fire unimaginable, which makes a lot of product managers puzzled, do not know what the user in the end like. It's simple, because the little ones are using it, I want to use it too. But the fire went out after a while, such as flappy bird, face moe, around the nerve cat, etc. Most of them are simple and crude, but because of the tendency of young people to chase hot spots, it became unusually hot. But after a little time, the hot energy passed, and then quickly cooled down again. That's why there's a saying, ? Anything can happen in the short term, but the long-term steady state is predictable? For example, no matter how inappropriate I am with a girl, it is still possible to be together, as to how long we can be together, it is hard to say.

We can say that a thing how will be fire, the key users pull over can not stick, this is to test the depth of the topic/product.

So you see, ? The excavator which is strong? This kind of topic, can fire for a while, but this ten days down, the heat slowly also in the recession. Of course, there is another reason is that the public will be bored with simple and crude things, a while ago all kinds of abuse? My little friend and I were stunned? of people who would get the urge to punch people in the face? I just had countless times I wanted to beat the advertisers of Brain Platinum and Heng Yuan Xiang on the ground until they died?

Communication Trigger #4: Unlimited Creativity in Copywriting

Young people chase hotspots, and at the same time, they also chase freshness, and they also want to be recognized, and all these combine to create this phenomenon: although everyone is discussing the same topic, but the segments are in different forms and fancy (how uncool to always copy others'). The Internet has greatly amplified this effect. The presence of the Internet has greatly amplified this effect, or in other words, made the originally buried folk paragraph greatly enriched in the public's field of vision.

In the past, traditional media and mass communication, basically engaged in unidirectional communication, the study is how to do unidirectional communication utility is maximized. But the writing of advertising copy is limited, brain platinum is held up as a model of success, go is also a simple and brutal way, back and forth brainwashing a sentence, the audience is limited, but also vulgar, do not catch a cold never catch a cold. But the Internet will be the original one-way communication at once transformed into a mesh communication, communication direction is different, the content also changed. A topic may inadvertently be spontaneously tempered into various versions, and once mobilized? Once crowd participation is mobilized, both creativity and dissemination will be enhanced. s enthusiasm, then the enthusiasm for both creativity and dissemination grows exponentially. Plus there is a direct stimulus in terms of financial gain from the brand new attention-grabbing life-long careers generated by the Internet economy such as segment writers and marketing numbers. This is also why we have been sitting in front of the TV for so many years, has not been a fan of Lanxiang's commercials, but after the endless creativity of the segment players came out, there is always one for you.

The same applies to ? The same applies to? And the same applies to the "Golden Bumper" and the? The same thing applies to the "Golden Dumpster" and the "Head of State".

These two phenomenal videos would not have been possible without the enthusiasm that the Internet has brought to the table.

A thing can live for a long time, must push the new, and as a mass consumer goods (you can take the information and topics as mass consumer goods), from the consumer demand must be the most popular, but there are so many consumers, the demand is so complex, how can you be sure that it is not the existence of, and how to determine whether it will not fire? Like eating so many years of braised beef noodles, who knew that the old altar sauerkraut will be on fire? Instant noodle expert Master Kong did not know, so it was unified hanged for most of the year.

So the B2C (business-to-consumer) model is ultimately limited, the enterprise's advantage lies in the intensive and mass production, but not in the personalization, C2C or C2B is the ultimate state of marketing, because the C spontaneous generation of things is unlimited, but also must meet the needs of a portion of the consumer, while for the enterprise is inexpensive. Enterprises only need to accumulate big data through the Internet, to identify the most effective 'things generated in the C to replicate the promotion of precision marketing, it can be.

Finally: the uncontrollability of the dissemination of information on the Internet

? Which is the best excavator technology? This topic can be said to be well known on the Internet, but the brand of Lanxiang must be all positive impact? Every day crazy turn this paragraph, but really care about learning excavator which strong how many people? But at the same time, this brand has also been mixed with the "junior two milk special" temperament. The original luxury connotation has been greatly reduced. The segment of the Cheung Kong Graduate School of Business (CKGSB) and the room card is also an example. Through the case of Mr. Wang of Vanke, everyone understands the product characteristics of the CKGSB, but at the same time, the value of the product is also damaged. (Now which boss is willing to say I go to EMBA? Originally learn something is secondary, now even the packaging value has become negative)

The Internet can greatly spread the topic, but at the same time the changes it brings are unpredictable to everyone. On the one hand, this is what characterizes the Internet communication, on the other hand, in fact, information dissemination has always been so. People receive a message, according to each person's ability to understand, perspective, position of the different, will produce different impressions or memories, and spread again when the information is processed, it is difficult to ensure that no distortion (the so-called?). Second-hand information?) It is difficult to guarantee that there is no distortion (so-called? second-hand information?). The best journalists can do as little distortion as possible, but how many such highly qualified people are there on the Internet? In many mass events, there is a huge difference between the information held by the innermost part of the crowd and the third layer of the crowd, and it's impossible to control this on the Internet, which is often anonymous, making it even more difficult for people to be held accountable for what they say.

But at the same time, the advantage of the Internet is that, although the information is distorted quickly, the speed of promotion is equally fast, and search and all kinds of push technology can be used at a very low cost, very quickly spread the information out, as long as the operation is done correctly, the completion of the information of the unity of the relatively easy (at least more than the traditional media to be much easier).

Whether or not Lanxiang is intentionally stirring up trouble to create a topic, but ? The first time I've ever seen an excavator, I've never seen one. The development of today's crowd singing is certainly not what they wanted in the first place, right? So blocking anything is useless, it also reminds me of Romeo and Juliet, my stigma couple ah, do not prevent us from meeting each other, or we will love each other more.