The future is here, it just hasn't caught on yet

What's the future

The boom of the virtual economy, the rise of the individual

Spirituality over materiality, and the increasing symmetry of information

The idea of the blockchain is sure to sweep across the land

The near future of the business landscape

Leung Ning Companies that have risen to prominence through relational innovation, such as:

Xiaomi's cell phone is the flagship company of China's fan economy. Xiaohongshu just needs to do a good job with the community of girls' beauty sharing, which is an amazing experience. Now a lot, everyone is doing membership, box horse fresh life is "playing" membership. Pinduoduo, the group thing is the relationship of the scale of innovation, because Pinduoduo is from the WeChat social relationship, the power of enterprise development. Teacher-apprentice relationship: cloud collection. A boutique e-commerce platform based on the socialization of opinion leaders and shopping professionals. Social relationship: the rapid rise of Ruixing coffee is legendary, "coffee is a social drink".

In the future, under all business forms and models, community will be the best carrier and tool for enterprises to profit and realize cash flow operation, channel building and fan fission

None of them 。。。。

1 benefit integration

2 career integration

3 thought integration

4 future integration

*** Knowledge is value

Destiny **** with the same body also look at the community space station

The following quoted from Lujan

Everyone is talking about the "consumer upgrading", "consumer upgrading" is the best way to get to the top of the list. When people are no longer satisfied with the product and service at the material level of the functional requirements, more importantly, the product carries the value proposition, personality labeling and other spiritual aspects of the brand culture, the product becomes the props and carriers for self-expression and self-modeling. When customers believe that the brand's experience value, image value and self uphold the outlook on life, values, it is easy to produce spiritual **** Ming, and then eager to communicate with those who have the same cognitive interaction with the same kind, so the community was born.

Mr. Shin Miura, author of The Fourth Generation of Consumers, says that "objects are self-projections. Anything you buy is a projection of your sense of self, your psychological needs, and your life values onto an object. If a product does not empower the user, and if it does not make the customer look like he or she is moving closer to what he or she wants to be, the company will have a hard time in the future. The fourth consumer era is a "*** knowledge economy era", buyers and sellers of lifestyle, value perception continue to reach *** knowledge, and then reach the maximum efficiency, personalized experience, rather than the business unilaterally to guess, to guide the needs of consumers, social platforms in the middle of the key pivotal role.

The Boston Consulting Group predicts that in 2020, China's consumer market will reach a scale of $6.5 trillion, of which more than half of the total amount of consumption is created by the younger generation (people under the age of 30), that is, people born in the age of social media. For this mainstream consumer group, items are not as expensive or cost-effective as they are, they care more about the value label behind the product. They buy products to reward themselves and expect to become their ideal selves through consumption.

In his book The Fourth Age of Consumption, Shin Miura explains, "The ultimate meaning of consumption is how to live a more fulfilling life." Because time is becoming more valuable, consumers tend to buy in the direction of giving it more meaning.

02

The way to break the game of marketing is to build a ****sibling relationship with users

In the second half of the Internet, the traffic dividend is disappearing, the cost of customer acquisition is getting higher and higher, the conversion is getting more and more difficult, the loss is getting faster and faster, and the user is a one-talk breakup. Philip Kotler, the father of marketing, said, "The cost of acquiring new customers is five times the cost of retaining existing customers, the customer turnover rate is reduced by 5%, and profits increase by more than 25%." The question arises, how to retain old customers? Tracing back to the root of the problem reveals that whether it's pulling in new customers or converting them, whether it's retaining them or forwarding them, it's all about word of mouth. Where does the word of mouth come from? Zhang Xiaolong shared inside WeChat that "the only way to retain users is to rely on users, and word of mouth is the only way to win word of mouth." Some people think that word of mouth comes from the explosive products, but you will find that even the best products have black powder, even Apple has a lot of black powder, and even the worst products, there are also iron powder. Obviously word of mouth is related to the product, but word of mouth is not determined by the product, but by the relationship between the company and the user. Same price, same quality products, when the enterprise and the user is a fan relationship, the word of mouth is high, and when the enterprise and the user is a trading relationship, the word of mouth is not high. The role of the community is through the content, activities, benefits, mechanisms, ordinary users into members, members into fans, fans into iron powder, iron powder into employees, shareholders, partners.

In the era of people divided into groups, what is the difference between the word of mouth in the community and the word of mouth that people talked about in the past? It's very different. Word of mouth in the community has the same frequency **** vibration effect due to the same cognition, in the past the word of mouth is one to ten, and the farther it spreads, the weaker the effect. What is the same frequency **** vibration? When the word of mouth when even metal can melt, this is the word of mouth. Whether it is direct marketing or MLM, why often like to engage in parties, and the more participants the higher the conversion. This is the "rabble" said "for the group, the number is justice, people to the group, IQ is seriously reduced, in order to obtain recognition, individuals are willing to abandon right and wrong, with IQ in exchange for that makes people feel safe sense of belonging. The isolated individual knows very well that when alone he cannot burn down a palace or loot a store, and even if tempted to do so, he can easily resist the temptation. But in becoming a member of a group, he realizes the power that numbers confer on him, and this is enough to give him the idea of killing and setting fire to the world, and to burst forth with a generous spirit of heroism to do so.

In the era of mobile internet, people's consumption concepts have changed from focusing on the quality of the product to focusing on the value proposition behind the product. People's consumer behavior trajectory has also changed, the past transaction means the end of the transaction, now the transaction just means that the relationship has just begun.

Amazon CEO Bezos said: "In the offline world, if a customer is not satisfied, he will tell six friends. In the Internet world, he'll tell 6,000 people." Consumers' interconnected interactions with each other dramatically increase their influence, and individual voices are infinitely amplified through communities, which affects overall market change."

Traditional marketing belongs to the flow of thinking, its logic is through the dissemination of advertising so that 10,000 people see, of which 1,000 people pay attention to, and ultimately 10 people buy. Social marketing is just the opposite of traditional marketing, through the value of the product and service experience to win the user's word of mouth, the user in addition to re-purchase, may bring 10 friends to buy, these 10 friends and may affect 100 target users, 100 target users ultimately affect 10,000 potential users, due to the trust of the friends to recommend the endorsement of the trust, so the conversion rate is very high. The biggest difference between traditional thinking and community thinking is that traditional thinking is a customer, community thinking is a customer due to word of mouth fission, bringing a group of customers.

Jing Jie, president of Tmall, according to Ali's big data, from the point of view of the average purchasing power, the fan crowd is about 30% higher than the non-fan crowd; from the point of view of the conversion rate of the brand's online marketing activities, the fan crowd is five times the non-fan crowd.

Assuming the same are 100 customers

Traditional retail = traffic 100 people X conversion rate of 5% X unit price of 1000 (yuan) X repurchase rate of 10% = 500 yuan

Social marketing = traffic 100 people X conversion rate of 5% X 5 X unit price of 1000 X 130% (yuan) X repurchase rate of 10% X 5 = 16,250 yuan. The most critical is that community marketing relative to traditional marketing has the characteristics of the first to enter, for the enterprise, the potential user once another enterprise community circle away, in order to then snatch the user from the opponent's turf, at least need to pay 10 times the cost.

03

Community marketing model = IP + community + scene

With the emergence of the mobile Internet as well as social tools and social media. The products and services users need are at their fingertips, and it's also easier to communicate with people who have the same needs as they do. Although the mobile Internet has greatly reduced the cost of communication, but only in the community can be based on group **** knowledge to reduce the cost of trust. Why can communities reduce the cost of trust? Because people are always willing to trust those who have the same values, goals and characteristics as themselves. A group of users with *** same interest, cognition, values are more likely to group together, forming a swarm effect, in the process of interaction, communication, collaboration, infection, the value of the product brand itself to feed the relationship. Therefore, the community is the shortest path for every brand to communicate with users, with the lowest cost and highest efficiency, especially the establishment of trust has won unlimited business opportunities and imagination for enterprises.

Management guru Ai Rees famously said, "Marketing is not a battle of products, but a battle of perceptions." Therefore, in the past, successful consumer brands have "a set of common methods to build brand awareness", that is, the use of influential traditional media, a large number of advertisements, occupying the user's mind on the category of cognition, and then through a variety of channels to the product as much as possible to be spread all over the place. However, today it is no longer possible to be like CCTV, which can make its own voice cover most people, how to occupy people's cognitive space in the context of information flooding and channel fragmentation? Stephen Wolfe, the father of the Internet, said that the Internet is cutting the crowd into a small piece of community, and it is difficult to mobilize the communication potential if the product is not supported by community fans. In the new business era, the brand to learn is to dock with the community."

The core of communication in the mobile social era is to influence those influential users in the community, and through these super users, influence the circle of friends behind them, triggering the community **** vibration effect.

Harvard University's leading sociologist Nicholas Kristakis proposed a new approach to social media in 2013. Nicholas Christakis, a leading expert on sociology at Harvard University, proposed the "Three Degrees of Influence Principle" in 2013, which means that our behaviors, attitudes, and emotions ripple through the three degrees of separation in the social network we live in. We can influence those around us within the three degrees of separation, i.e. we can influence our friends (one degree), friends of friends (two degrees) and friends of friends (three degrees), and at the same time we are influenced by those within these three degrees of separation.

For example, if we have 30 social relationships that include family, coworkers and friends. Each of them also has 30 social connections (assuming the people they interact with are different from the people we interact with) This means that we have indirect connections with 900 (30*30) second degree of separation people, and 27000 (30*30*30) third degree of separation people, and the extent to which we can influence each other is the first degree of separation 30 plus second degree of separation 900 and Third degree of separation 27000, then from one degree of separation to the sum of three degrees of separation is 27930 people, which shows that in our daily life, the construction of social networks determines that most of us can influence thousands of people, but also be influenced by thousands of people. One of the three laws of the Internet, Metcalfe's Law, tells us that "the value of a network is proportional to the square of the number of users of the Internet." That means the more users a business connects to, the more valuable the business becomes. It's safe to say that users can influence more people than you can imagine.

The community marketing model can be expressed as IP+community+scene. First determine the target population, according to the target population to determine the use of the product scene, according to the scene link IP circle, and finally by the IP joint super-users *** with the formation of the community, affecting more potential target users. Its business logic is that IP is used to occupy the professional cognitive high ground, to solve the traffic source problem; the scene is used to strengthen the experience, to tap the other needs of the user, to provide a one-stop system solution, and to create opportunities for community cross-border cash; the community is a catalyst used to catalyze a strong relationship between the enterprise and the user, the user and the user to solve the problem of trust and **** knowledge. The core of community marketing is to build a trust ****sibling relationship between the enterprise and the user, through the community for the individual to realize self-empowerment, the end user and the community to empower each other, forming a virtuous cycle.

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