The Salted Fish Invading the Entertainment Circle

Chapter 164 Special: YY Articles of Apology

Ok……

What I chatted with Big Brother were all the hot things recently, such as the recurrence of the epidemic, Black Lives Matter, Lu’s replacement, live streaming, "Sister Lang" and so on;
Especially the frustration of "Sister Lang" live delivery, because the heroine of this book is my favorite Boss Wan, so I can talk about the problem of live delivery and some discussions on the future,
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First, let's talk about the environment.

The impact of this epidemic on the world economic structure is extremely far-reaching;

Among other things, the impact on the content of your marketing work is concentrated in two aspects:

First, business development is increasingly dependent on online;

We all know that our country is originally a country with excess commodity production. After the epidemic, exports have been severely affected, and the problem of "excess commodity" has become even more serious.

However, although offline life gradually began to return to normal, due to the small-scale recurrence of the epidemic, the country will withdraw many policies out of security considerations.

Therefore, at least in the middle of next year, it is impossible to return to the previous state offline;
However, everyone needs to make money to support their families, and the company needs to create profits. What should I do if there are so many products and no place to sell them?
Therefore, everyone had no choice but to rush online;

Hehe, it's hot now.
Originally engaged in export trade, began to sell online;

Originally engaged in offline shopping malls and tourism products, started to engage in community e-commerce;

Originally engaged in small-scale offline fresh food, it began to rely on community property management to build a small platform ecological closed loop;
However, those originally engaged in e-commerce, facing all kinds of opponents that doubled in size, can only grit their teeth and fight a price war...

In short, unlike the previous ones where there is still a way out, if you can’t play online well in the next few years, then I’m sorry, your wallet will be in jeopardy.

Second, global funds began to flow into China

In this epidemic, global funds are full of anxiety, because everywhere needs to cut hands and protect itself;
And our country, as the country with the best anti-epidemic performance and the only country with positive economic growth in the world this year, has become a safe haven in the eyes of those capitals and the only value depression in the world;
According to the data, it is very likely that a large amount of international funds will flow into China this year, and the amount of influx depends on whether the RMB will appreciate and how much it will appreciate;
In this sensitive link, the RMB exchange rate issue is related to the country's strategic considerations, and I dare not speculate too much here;

I just want to say that if the RMB appreciates, even if it appreciates by 10%, it is very likely that more than 20 trillion US dollars will flow in.
And even if the current exchange rate remains unchanged, as long as it does not depreciate, it is very likely that more than 5 trillion US dollars will flow in;
The influx of such a huge amount of capital will definitely have a major impact on the deconstruction of our domestic economy;

Of course, due to the characteristics of the lagging risk of the financial industry, a large part of the money will be aimed at my country's non-performing asset market, but there will still be a large amount of funds flowing into other fields;
In fact, some signs have already appeared; for example, housing prices in some areas of first- and second-tier cities have begun to rise in small steps, while housing prices in some third- and fourth-tier cities have begun to "have a price but no market."

Maybe some book lovers will benefit from this wave of risks and benefits, but they may also jump into the pit. (Otherwise, why do you think I wrote a plausible CDS? Think about the uncompleted properties in Hong Kong and the madness in Hainan’s real estate market; you can think about some things, but I can’t say them.)
But in my opinion, the influx of funds into other fields will have a more obvious impact on you-such as the restructuring of the business ecology, such as the combing of the marketing value communication chain.

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Secondly, let’s talk about the possible changes in the business form under the general background;

Everyone's future work will basically be inseparable from the word "marketing", so this part can be expanded a little bit;

As I said before, the "20-year cycle" has been pursued in business,
The so-called "samsara" refers to a repeated process in which the focus of public value changes from [real] → [virtual] → [real];
In the current environment, the focus of consumers is gradually changing from "virtual" to "real". This process may take 2 years or 5 years, depending on the status quo of the external living environment;
If you can understand the mystery, you will not be confused in your future work, and many things will not cover your eyes so easily.

In fact, as long as you have been a marketing executive, you will understand a truth, no matter how many new words are introduced in those articles, no matter how hype those "experts" brag about, no matter how great the Internet is, and how awesome all kinds of businesses are. ;
In fact, in essence, the basic elements of the market are still composed of four basic elements: [consumer groups], [channels], [product value], and [price]. It's just used to confuse those Xiaomeng's new concepts.

Think about it carefully, are those e-commerce platforms essentially all [channels], except that the counters displaying products have been transferred from shopping malls to web pages;

Are those products with discounts, specials, and group purchases all day long the same as those vendors you met in the market before shouting jumping off buildings?In the final analysis, it is only through systematic price design to provoke the desire nerves of consumers;

The only thing worth mentioning is [Product Value];
A long time ago, merchants introduced some plausible concepts to tell brand stories, put gorgeous packaging on products, or increased the [value] of products by spending a lot of advertising money, so as to sell them at a premium;
In the past, this behavior was given to the brand itself, at most by connecting some stars and letting them help add value;

But now, this situation has changed significantly. The most intuitive manifestation is that the empowerment point of the brand is increasingly transferred to [content exporters];
Why do I keep emphasizing in the book that now we have entered the real era of [content is king];
It is because the current content exporters have assumed the four major functions of brand tonality, content dissemination, image association, and consumer viscosity—although the functions are still implemented in a scattered manner;
And if you book friends can help your company's strategic partners to make a closed-loop unification of these four functions through background operations and assistance, then congratulations, you are the boss of the future;
So why is it said that the current content exporters only realize these four functions sporadically?

To put it simply, the current rigid advertisements are becoming less and less able to impress consumers, but more and more recognize those UP masters, anchors, and idols' delivery and scene display;
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Take the live streaming that everyone is paying close attention to nowadays as an example;

A: Why did Gongsun Yonghao’s sales reach over [-] million when he broadcast live on the first day of junior high school?
Because he has an advantage in "image association" that most anchors and celebrities do not have, consumers recognize his image and character, so they place orders one after another;

But what he is currently doing in "consumer stickiness" and "content dissemination" is not enough, because "consumer stickiness" essentially depends on the quality of products and the display of consumption scenarios; "content dissemination" also requires a lot of Time and details to highlight the brand's uniqueness, and this old man—sorry, he is only playing wholesale at present, and has no time to deepen it at all.

However, as his personal influence continues to dilute those products, you can see on the supervision platform "Cicada Mother" that his sales of goods have been declining, from more than 1 million at the beginning to just now. break 1000 million;

Think about it, a live broadcast brings dozens of products, but the total sales are only 1000 million. Excluding the pit fee of 20 to 10 and at least [-]% of the sales commission, what money can the merchant make? ?

What's more, the situation of consumers refunding and returning goods is serious. In addition to the expenses incurred, the merchants will be Amitabha if they don't owe money.

This story tells us that simply asking for help from others who do not have all the four elements, even if this person is a top IP, will not go far;

B: Why can Li Mouqi and Mouya become the kings of the live broadcast?
Because they have done a good job in "consumer viscosity", their magic weapon is nothing more than two points,
The first is the lowest price in the market, even if you sign an agreement with merchants similar to "exclusive monopoly" for this purpose; consumers are essentially attached to them through the vested interests of money;
The second is that they are professional enough to undertake a small part of the work of "content dissemination". Their main business scope is lipstick and cosmetics. To a certain extent, they have assumed a role of KOL (although it is not a KOL in the traditional sense. ), because it is professional in explaining rigid functions and displaying usage scenarios, many consumers recognize it.

But again, the advantages of their model outweigh the disadvantages for merchants and brands—it cannot bring brand premium, it cannot bring effective mental preemption, and it cannot bring real profits due to the superposition of costs (yes, most people looking for The merchants they bring the goods are all at a loss), and the merchants will basically not have any benefits except for the capital gains brought by the book figures or the temporary realization of blood, and even after a few more times, it will bring a lot of negative effects to the brand Influence;
C: Why is the first live broadcast of the "Sister Lang" of the national IP overturned?

During the Dragon Boat Festival, the three sisters of "Sister Lang" and a certain leader Fei Libala yelled for 5 hours, with 624.6 million viewers and a peak of 10.1 people; as a result, they brought 371.9 million goods, which can be said to make countless The fans dropped their jaws in shock;
In fact, people in the marketing industry are not surprised by this situation at all. In fact, many big merchants just supply them with the attitude of giving it a try;

It's very simple, because apart from matching the "brand tone" of some products, these stars have no other empowering points at all;

They completely use the popularity of their few remaining loyal entertainment fans to cash in sales, so it is understandable that their performance is so unsightly;

In the same way, Zeng Xiaoxian and Wang Zulu also have the same problem, lack of professionalism, no time for depth, and can't let go of the airs to show innovative scenes-these are the fatal injuries of their delivery;

In contrast, it is more feasible to let some of the hottest small fresh meat sell cosmetics and cut brainless leeks, but it is a pity that the capital behind them is not that stupid.

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OK, having said so much, if your company BOSS insists on live streaming, what is the ideal communication-sales closed loop?

My big brother and I YYed for a while, just as a joke:

Step [-]: Find a waist anchor who is willing to let go of the airs, is spiritual, and the tonality of the previous videos matches your product brand (for example, for food, find food or funny UP hosts; for cosmetics, find beauty anchors or funny UP hosts ), signed a strategic cooperation agreement with the MCN behind her, and took over her business operation rights within a certain period of time;
This kind of anchor is not difficult to find. What you need to pay attention to is the content of the contract between you and the MCN behind her. These MCNs are very cunning. If you have no experience, find a few more to compare with each other. It is best to find a lawyer to help you.

Step [-]: If you observe carefully, you will find that, in fact, among all the forms of advertisements, the effect of placement advertisements is the best, especially those small theater advertisements in "Three Kingdoms Confidential";
So...why not curate a series of daily videos similar to this format with this streamer?
It is not only funny, but also can show the history of your brand, public welfare, USP, creative usage scenarios, etc. As long as the creativity is OK, the audience will not hate it, and you can get in touch with the various highlights of the brand bit by bit, so as to have a better understanding of the brand. The brand produces good memory; while the brand seizes the minds of consumers, it can also generate natural sales,
In our opinion, the value brought by natural sales is much more valuable than promotional anchors. If possible, I would rather have daily natural sales of 5 than 30 live sales. It is only a matter of profit, and it is more important to consider the value preservation and premium of the brand!
Part Three: Carry out creative live streaming with restraint;
First of all, we must understand a truth. If you are not eager to return blood, any kind of high-frequency promotional live streaming will cause great harm to brand merchants.

Cognitive inertia is a terrible thing. When the price of your brand is lower than the red line you drew, you will never be able to climb up again. At that time, will you continue to drink poison to quench your thirst?Or spend a lot of effort, take a series of opportunities and risks, and re-develop a new product?

Therefore, it is very important to maintain a reasonable frequency of live broadcasts. In fact, if possible, a special session once a month is the most appropriate.

So here comes the key point, how to live broadcast creatively?
My big brother and I think that so many funny variety shows can be used as material, such as "Tonight Qianlemen", such as "We All Like to Laugh" in ancient times, etc., you can completely borrow their sketches and jokes, and use them Based on the brand story and selling points of the brand, some current hot topics and stalks are combined to create a performance show of about 40 minutes.

That's right!

In fact, it is to turn the so-called live streaming into a "micro variety show"!
Don’t think it’s impossible, since there can be micro-films and short videos, why can’t there be “micro-variety shows”?
In fact, under this special environment, "micro-variety shows" or "micro-TV dramas" are the most valuable marketing attempts for various businesses.

Well, maybe some book clubs will say, this is too difficult, and the dung in our company will definitely not be able to do it!

However, what I want to say is, if you haven't tried it, how do you know you can't do it?

Whether you are in marketing, operation or planning, you must have ideas in your mind, and with so many templates placed there, it should not be so difficult to follow the gourd at the beginning, right?
This is the time when you can best reflect your own value. If you succeed, you will be the No. 2 of the company. Even if you fail, you can also realize enough experience and feelings in it-this is a real wealth for you;

You must know that the real starting point for most people is to lead a project.

What's more, there is a kind of business behavior in the world called "resource integration". If you don't have enough funds, can't you link up with other businesses that can complement your products?Such as snacks and wine, tea and tea sets, beverages and creative cups;

If there are not enough creative personnel, is it really difficult for those small MCN organizations, those small film and television studios to reach a cooperation with them?

The most important thing is that if you take this step, you will be a pioneer in the short video field. Even if the shooting is not satisfactory at the beginning, the audience will tolerate it very much. Besides, if there is no similar comparison, where will the harm come from?
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In the process of operation, one thing needs to be paid attention to. No matter what the product is, we must pay attention to the integration of funny and deep content.

Funny elements, in terms of marketing value, only attract popularity. I believe you all know how unreliable pure popularity is. In fact, what can really transform marketing is the depth and professionalism of your conveyed content. Spend;

This is why Xiaopozhan and Mouhu are more and more valued by major merchants and capital. In today’s deteriorating economic environment, no matter whether you used to be extravagant or not, when you buy any product now, you will always consider it unconsciously. Take a look: How much money do you have in your wallet?Do you want to place an order for this thing?Is this thing worth buying?
At this time, in addition to the psychological transfer value factors brought about by the price system, the number and depth of product selling points directly determine whether the product can impress consumers and make him make a rational decision to place an order. (The factor of rational purchase decision is very important, don't forget, the current return and exchange policy is a big problem that plagues merchants.)
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OK, let me make a digression, as we said earlier, if there is no accident this year, there will be a large amount of capital pouring into other domestic fields, so the naked eye will definitely have an Internet platform;
Therefore, the construction of the business ecosystem of the Internet will inevitably accelerate the process. Various strange business models and marketing methods will emerge in the second half of the year, especially after October. Here are some of our views:
First, the segmentation of online platforms will become higher and higher
Although domestic online platforms have been committed to subdividing their own groups, due to various reasons, in fact, everyone is playing rough divisions.
However, with the influx of capital and the real power of big data, in the past two or three years, various platforms will be strictly segmented and locked.

Let’s look at some of the platforms we are currently familiar with;
Douyin will increasingly focus on youth groups in first-, second- and third-tier cities. The biggest feature of user portraits is "tide and shallow". In addition to cosmetics and local catering, it is suitable for a wave of online celebrity products;
Huoshan and Kuaishou have been focusing on rural and town groups, and it has already achieved obvious results. The biggest feature of user portraits is "down-to-earth and shallow", which is suitable for small-brand electrical appliances, low-end liquor and low-priced daily necessities (a sharp weapon for surrounding cities in rural areas!);

Xiaopozhan has been focusing on the core groups of the new society after 90/00, and there are many KOLs. The biggest feature of user portraits is "broad but slightly refined", which is suitable for mid-to-high-end brand clothing, light alcohol and some light luxury products. Suitable for in-depth brand communication;

Mouhu has always been the root of all the big shots. The biggest feature of user portraits is "broad and refined", but currently there are few monetization models of its own, and it is only suitable for in-depth brand communication, or the source of PR public opinion;
Although Hupu is known as a gathering place for straight men, I think it is a bit exaggerated, but its user quality is still guaranteed, and it is suitable for in-depth brand communication of sports, games, and outdoor products;

The gold content of a certain cat has been declining. In fact, it has been degrading towards the level of a market store. It is hard to say what kind of customers it will focus on in the future, but at present, it is most likely to lock in low-end clothing, Users in the three markets of mid-to-low-end brand snacks and daily necessities, users, must be mainly young people and young women. The biggest feature of user portraits should be "thin and shallow"

Although the C store of a certain treasure looks half-dead, but if you look carefully, you will find that the long-tail effect of the products is best played here, especially those tools, small parts, flowers and green plants. Book friends are engaged in these industries, and they can get involved. If they can't, they can learn from the "Suqian Flower University". Although it is a bit unfair, it is still quite profitable.

To be honest, the future trend of Moudong is a bit unclear. Its original intention is to become the Jingdong self-operated supermarket of urban OFFIC. Unfortunately, because of some things that everyone knows, this process is a bit confusing. If there is not enough capital injection, it is very likely that it will become the second "Guomei Online Mall". Therefore, at least computers, low-end home appliances, and even tea drinks with trendy attributes can be considered. its;

There is no need to say more about "Guomei Online Mall". His route is very clear. Although he once wanted to mix some daily chemical products in the middle, but at present, it seems to have given up this part. It is also among the current major platforms. It is the best one in terms of consumer segmentation, but its target group is mixed. It is estimated that some people will adopt the method of fighting Xixi in the future to separate out its low-level consumers. Just wait and see.

As for Pinxixi, which has been stepped on by many people recently, to be honest, I am still not very optimistic about staying here. It is very simple. First, its internal management is still a bit extensive, and the bad habit of "eating merchants" is still widespread; It turns out that after several precipitations, its users will eventually be locked in cities, villages, and towns. After all, its product quality problems have always been criticized, and the current consumer tendency is "from retreat to Pragmatic", not the literal "consumption downgrade" or "consumption upgrade" as some people think, the difference is for you to understand;

There are still many platforms. The author is still dizzy, so I won’t say much for now. If you are really unsure, you can go over the wall and take a look at the companies in the island country, and you will know the future of small and medium-sized enterprises in our country. How will it develop with a high probability.

In short, the first point of your future marketing work is to choose the right online channel after planning the price system and profit model. If you choose these three points correctly, you will save a lot of effort;

Then, pay more attention to whether there will be a new refined platform in the next six months to a year. If so, hurry up to collect traffic wool, as long as you are the first wave, you will never suffer.

Second, the marketing link begins to use the enterprise as the source of power, forming small closed loops one by one;

Hmm... In fact, when I talked about the live broadcast earlier, I already talked about this issue. Although companies still have to rely on selling products on various platforms,
But the marketing process will no longer rely on paying "protection fees" to allow the platform to allocate traffic to you as in the past, but will stick to these customers by spontaneously doing publicity and public relations on various communication platforms-although the process It is very long and difficult, but companies that want to live well must do this;

Remember the 20-year cycle I mentioned earlier?
Think about the exclamation of Wal-Mart suppliers in the United States that "If you don't do Wal-Mart, you are looking for death, but if you do Wal-Mart, you are waiting for death", and then look at how they broke the situation under the opportunity of the times?
In fact, how similar is the current dilemma of domestic SMEs to that time?
Hey, so you can try to convince your boss.

Hmm... I want to emphasize that the way to break the game is not only in the field of short videos, but also articles, and the coming era of long videos in the future, as well as the various offline " Buying Decision Makers" and "Significant Buying Influencers"...

But I also said that everything is the same, as long as you make the four points of brand tonality, content communication, image association, and consumer viscosity into a closed loop through various means in marketing, believe me, the result will not let you down. you are disappointed;
There are tens of thousands of marketing ideas. I believe that with the incomparably flexible thinking of book friends, I will definitely be able to come up with more unconstrained and more effective IDEAs.

Isn't there a saying that says that, as long as the framework is not slippery, there are always more solutions than difficulties,
Due to the limited time, there are many things that I will not talk about here. If there is a chance, I will mix other content into the plot of the novel later;
Here, I wish all book friends smooth work, promotion and salary increase!

A certain author whose limbs became weak after being fed.

PS: Which guy said that the biang dang wine in Guizhou is not intoxicating! ?
(End of this chapter)