The textbook of Three Squirrels Illustrator-People's Education Edition is controversial. What is the income of illustrator industry?

Dry goods | How do three squirrels build this super IP Author: Zhao Source: Sales and Market 2017-03-1720: 30:16

With the maturity of all kinds of snacks, the sum of the search indexes of "Three Squirrels Flagship Store" and "Three Squirrels" has exceeded twice the search index of "Snacks", which means that the three squirrels not only represent snacks, but also are an influential ip.

Behind the explosive growth of the three squirrels is the fission of word of mouth-building word of mouth among customers through extreme experience and online word of mouth through social media. Its core is to put yourself in the shoes-think about the demand from the perspective of consumers; Using the culture of the host country to transform the weak relationship into the strong one.

Establish the final word of mouth

How did the three squirrels achieve the ultimate reputation?

1. Brand personalization: zero distance for consumers

When a customer comes into contact with three squirrels for the first time, it will leave an indelible impression on the customer at the first time, compared with those three lovely squirrels-rat base, rat cool and rat Xiaomei.

The "cute" marketing of three cute squirrels is only a superficial reason. The brand is directly personalized, and the traditional relationship between merchants and consumers is replaced by the relationship between owners and pets. This is the essential meaning of three pine trees.

Customer service communicates with customers in the tone of squirrel pets, and customers become masters and pets. In this way, customer service can form a more vivid image in customers' minds through a unique language system.

This way of chatting transforms the whole transaction process into an interactive and dramatic communication process. The three squirrels have actually achieved brand personalization. With the help of master culture and three lovely squirrels, the brand is no longer lofty, but kind, true and highly experienced.

Subsequently, Zhang Liaoyuan simply wrote the brand personalization into the strategic planning of the enterprise.

2. Go deep into human nature: selling popular culture and humanistic care.

However, pop culture is fleeting. Zhang Liaoyuan clearly realized that the three squirrels must have an enduring position and adjust their connotation with the trend of the times.

How to locate? Culture has the most lasting vitality, so what kind of culture do the three squirrels represent?

Why do people like snacks? Its essence is not to meet physiological needs, but some emotional needs. Zhang Liaoyuan found that many sharing owners would mention "I quarreled with my boyfriend", "I saw a squirrel" and "I went out for a trip".

The "master" often thinks of three squirrels in these scenes. Zhang Liaoyuan believes that three squirrels are popular because they can bring happiness and should be embedded in consumers' lives at any time.

Under this concept, three squirrels set up Squirrel Meng Workshop Animation Culture Company, hoping to create Internet comics, animation works and children's books to bring happiness to their owners.

3. Exceed customers' expectations in all details.

After shopping, consumers often share their shopping experiences through social media, such as WeChat circle of friends, which we call "sunbathing".

Consumers often bask in cool products, or share joy and vent their complaints. The sharing and spreading of this kind of emotion will affect the buying behavior of friends. This is a great change, and it is also a change in the right to speak in the commercial field. This will be a consumer-led era.

In such an era when consumers are king, online word-of-mouth will play an important role in brand building.

Zhang Liaoyuan used reverse thinking to think about some details other than products, and also checked some negative comments and negative Weibo of other brands, all of which originated from the product quality itself. In the end, he came up with the squirrel user experience strategy: "It is the core competitiveness to exceed users' expectations in every detail and create services that make users scream. "

The premise of making customers scream is to find every itch and pain point.

For example, Zhang Liaoyuan found that consumers definitely need a garbage bag to buy nuts, so three squirrels put a bag of 0. 18 yuan in the package, which increased the extra cost, but consumers would be deeply moved by the care and consideration of the three squirrels. This is the ultimate experience.

Constantly creating "surprises" touched consumers, and three squirrels connected every demand point or screaming point of consumers in series to form a line, which finally surprised consumers.

Extreme Experience The Secret Behind

1. Role-playing: truly integrating into the service situation.

Three squirrels turn customers into "squirrels" and customers into masters, thus achieving a strong sense of presence and participation. In order to make this service more natural, customer service should be deeply integrated into the role of squirrel. Finally, let the customer service accept, get used to and like this role.

Zhang Liaoyuan believes that in order to make customers more natural and true in the service process, "prescribed actions" such as speaking skills should be turned into "conditioned reflex".

How to make customer service deeply integrated into such a role? Zhang Liaoyuan thought of many ways: the employees of the three squirrels were all named after mice, such as three treasures of mice, little crazy mice and white mice. Zhang Liaoyuan named himself "Squirrel Dad" and managed hundreds of younger brothers with culture of the rat.

Like other companies with e-commerce pedigree, the average age of the three squirrel employees is very small, even at the beginning of its establishment, the average age is only 23 years old. These "post-80s" and "post-90s" are innovative and entertaining.

As a result, in Zhangliaoyuan, even in the company, employees can take the slide from the second floor to the first floor, completely creating a "squirrel" world.

2. Customer service culture: always close to consumers.

Since its establishment, the three squirrels have formed a customer service culture.

Zhang Liaoyuan himself is the company's first customer service. Later, he summed up his accumulated experience into a book of tens of thousands of words called "Squirrel Service Cheats". The purpose of launching twelve tricks of customer service is to teach "to be a lovely squirrel". When the relationship between consumers and customer service evolves into close interaction between owners and pets, natural coquetry can promote transactions and greatly improve customer satisfaction.

3. Pay attention to repeat customers and convert customers through word of mouth.

Three squirrels focus on providing different experiences for repeat customers and word-of-mouth customers. A customer bought three products in three squirrels, and the packaging looked different. The customer was greatly impressed: "Three squirrels are simply too cruel!" Since then, he has become a die-hard fan of the three squirrels.

4. Insight psychology: What customers want is the feeling of taking advantage.

Zhang Liaoyuan, three squirrels, obviously has a deep insight into the psychology of customers. The third part of 12 little squirrel customers tells the little squirrel that when the owner looks for cheap goods, the goods themselves are not the most pleasing to the owner, but the feeling of taking advantage is the most pleasing to the owner. Therefore, when recommending a product, you must tell the customer with all the reasons. At this moment, it is worthwhile for you to buy this product.

When communicating with customers, customer service seldom emphasizes the concept of discount or absolute price, but more emphasizes the concept of brand, quality and relative price. This is to make customers feel cheap and induce shopkeepers to buy impulsively.

Copying word of mouth: extending the consumption scene in all directions

1. Copy word of mouth by creating super IP.

In the Internet age, the value of super IP has been paid unprecedented attention. The three squirrels not only buy products, but also make content, which is another form of the three squirrels' products.

The biggest advantage of "Three Squirrels" IP is diversity. It is both an agricultural product enterprise and an Internet enterprise. It may be a cultural industry or an animation enterprise. So the three squirrels are essentially managing content and public opinion.

Zhang Liaoyuan insisted on turning three squirrels into a vital and representative star.

Around this super IP, three squirrels keep making content and developing the surrounding area. For example, the three squirrels are making some animations and animation dramas, which have achieved cross-border integration with the animation industry such as Orpheus Animation, and promoted the continuous upgrading of the "Three Squirrels" IP.

It is worth mentioning that in 20 15 "Double 1 1", three squirrels put in advertisements to look for animations and 3D models made by Hollywood's later teams. This image itself has a story to tell.

Three squirrels are also invading the upstream of the animation industry chain to prepare some animation movies, and later they will participate in pushing some animation books, illustrations and picture books that children like.

Some people may ask, isn't animation just to please children? Are the target consumers of the three squirrels children? Does this violate the positioning of the original white-collar female consumer groups of the three squirrels?

In fact, children can influence parents' decisions. In Zhang Liaoyuan's view, children are three squirrels in the blue ocean and can be used to expand some consumer groups.

Zhang Liaoyuan found that there are often many children in the WeChat backstage of the three squirrels. Maybe they will use their parents' mobile phones to call "Hello Squirrel Squirrel", which is particularly cute, so I think it is particularly fun.

In this way, the mainstream consumer groups of our three squirrels are not limited to young female white-collar workers.

Because IP like Three Squirrels has special natural content attributes, we still want to make these things truly entertaining, so that it can really affect this generation, not just selling nuts.

In a sense, selling nuts may be a sideline of three squirrels.

If there are excellent brands in the future, they must be brands with stories.

2. Constantly expand consumption scenarios and extend word of mouth.

In order to find the consumption scene of three squirrels, the team of three squirrels is thinking about common sense, whether it is possible to launch a snack package for the second group, remember to remember to eat snacks when watching animation, and remember to remember three squirrels; For example, when traveling, you should think of three squirrels and take them with you, otherwise what should you do if you are hungry on the road?

Through the excavation and setting of consumption scenes, the three squirrels are also expanding their consumption groups.

Why can't you learn?

After the three squirrels became famous, their ultimate experience became the object of learning and copying by many enterprises. However, the vast majority of enterprises have only learned the skin. Why?

1. Three squirrels also follow the law of ten thousand hours.

Zhang Liaoyuan once worked in an Anhui hickory enterprise called Zhan's for 10 years, and the sales of this enterprise in 20 10 years was about 200 million yuan, so he knew what products had good origin and sufficient weight, and he added his own quality inspection link between the purchase and storage of nuts.

In other words, Zhang Liaoyuan had been immersed in the nut industry for 10 years before he founded three squirrels. Before establishing three squirrels, Zhang Liaoyuan had been in the front line of marketing for many years, starting from the bottom of marketing, always communicating with consumers at all levels of society and having a deeper understanding of human nature. He is always the first to move goods, deliver goods, run to the market, and the last to leave. He is willing to be a stupid fool.

After several years of training and precipitation, he was promoted to deputy general manager of marketing at the age of 29.

In other words, after 10000 hours of experience, Zhang Liaoyuan is already very familiar with the nut industry.

2. There is no word of mouth inside and no brand outside.

In the era of social media, many companies are thinking about how to establish external word of mouth. The author believes that we should first turn internal employees into brand fans, because this is an era of "no word of mouth inside, no brand outside". The so-called internal fan fission is to make the word-of-mouth of your three squirrels split, not from consumers, but from the inside. "No fans inside, no brand outside" means to let employees become fans of your company first and become the founders of your enterprise.

Only by establishing internal word of mouth can we provide good service. Service quality comes from consumers' perception and is intangible, but for enterprises, to improve service quality, it is necessary to turn this intangible into tangible. Traditional enterprise customer service is standardized, unable to be personalized and unable to communicate directly with enterprises. At present, there is no uniform service standard. No matter how good the service skill is, it is difficult to compare with the word "heart". When squirrels pay attention, customers will definitely feel it. This kind of experience is the most sincere and can touch the hearts of customers.

If we say service skills, it is only a technical level. All master-centered consciousness is the most sincere and can move customers' hearts.

Behind the unique customer experience of the three squirrels is actually the corporate culture that all three squirrels agree with.

The source of internal word of mouth-the corporate culture of three squirrels, just like cabrera &; Bonach said: "The corporate culture begins with the value orientation of its founders and is also adjusted by social economy, organizational environment and system. Organizational culture is maintained and spread through stories, rituals, material symbols and languages unique to the organization. "

3. The cultural system of three squirrels

What is the culture of three squirrels?

The essence of the Internet is that consumers are king and have zero distance with consumers. In fact, among the three squirrels, all employees call consumers the main people, and in their eyes, they are a squirrel serving the main people.

Among the three squirrels, the idea of putting the owner first is the knowledge and organization principle of the enterprise. In the corporate culture of the three squirrels, there is a saying called "Don't make the owner uneasy", just like the highest constitution of an enterprise.

In the culture of three squirrels, there is a kind of customer service culture, or set meal culture. Its essence is to be close to consumers forever and keep the consciousness of serving consumers.

In the process of development and growth, an enterprise will always experience many events. These historical events are usually handed down as corporate myths and heroic legends. These stories deeply imply the core values of the organization and convey the influence of the personal ideas of the founders and successors of the organization on the whole organization.

The corporate culture of the three squirrels began with an unprecedented crisis about life and death. Due to the lack of judgment on demand, the three squirrels used up all available people and still failed to deliver the goods in time. Many owners were moved by the sincerity of the three squirrels. At that time, many angry customers became die-hard fans of the three squirrels.

Three squirrels lingered on the edge of life and death for many days and miraculously came back to life. By establishing internal fans and external fans, the three squirrels achieved word-of-mouth fission and explosive growth.

What occupation can hand-painted painting do? Learning painting can develop into the following industries: 1) teaching industry, 2) illustration industry, 4) design industry, 5) film and television animation industry and other art-related industries.

I. Teaching industry

1, you can choose to open a painting-related studio, and there are many studios on the market at present. No matter whether the teaching target is children or adults, there are many. But there is a premise that you must have the money to open a studio ~

2. Some education-related enterprises. You can go to some enterprises engaged in painting art teaching and get a second yuan. The premise is that your painting skills are good and you have a certain popularity. You can go to some illustration sharing platforms to upload your works and become famous. Petals, P stations, beeps, sugar piles and other illustration sharing platforms. ......

Second, the illustration industry

Illustrator

The main work of an illustrator includes drawing illustrations and covers for books, magazines, newspapers, manuals, novels, textbooks and other publications. Also engaged in drawing greeting cards, posters, advertisements, ink painting, ink painting and so on. So you can also work in newspapers, publishing houses, magazines, advertising companies, art studios and other companies and enterprises.

But illustrations are divided into electronic illustrations and pure hand-drawing, and different companies or customers have different requirements for the style and content of illustrations.

For example, customers need you to draw a series of illustrations in a short time, and it is more appropriate to use electronic illustrations. Using the function of software can greatly improve the efficiency of painting. Of course, some customers will need illustrations with rich details and texture, so hand-drawing may be easier to meet the needs of customers. When choosing a job industry or position, we should combine our own specialties, but when drawing commercial illustrations, we need to master the skills of electronic illustration (what is electronic illustration? -That's a board drawing, and that's a computer drawing, okay? If you don't understand, you can also click on the address shared above.

3) Design industry/online game industry (former painter)

You might say that design doesn't have to be able to draw. Then you are all wet. Which university's design major doesn't have such a class as painting now? !

Painting can help you understand the structure, light and shade, color matching and so on. This will be of great help when you design. Moreover, through the channel of painting, you can integrate more of your own ideas into the design and design fresher and more attractive works. The Three Squirrels, which caught fire some time ago, is a good example of the integration of design and commercial illustration.

Including the hot game industry, game character design, scene design, UI design and so on are all places where painting and design play a role. Therefore, works of art are priceless, but in the commercial field, making priceless works of art valuable is another science.

4) Film and television animation industry

At present, there is a great demand for animation designers in the IT market. If you do propaganda animation for a company's products or web pages (that is, titles), an animation finished product is about 300 RMB per second, which is undoubtedly a high-paying industry.

Animated films such as Big Sky and Big Fish Begonia are successful representatives. Animation movies have begun to show a development trend, but the demand for talents is still quite tight, so will you be happy because you can draw?

The illustrations in the textbook of People's Education Edition are controversial. What is the income of illustrator industry? The illustrations in PEP textbooks are controversial. At the beginning of public opinion fermentation, many people thought that the problem of illustration was because the illustrator's salary was low! However, as the truth surfaced, some netizens investigated the industry. After investigation, it is found that most illustrators can earn millions just by drawing illustrations! This industry makes less money, which is sheer nonsense!

The illustrator earned a lot of money, and even drew an illustration that ruined the three views, which made people feel embarrassed!

Netizens said that these illustrations are no longer superficial problems, but their intentions are the most terrible! The illustrations drawn by these illustrators seem to maliciously guide children to have bad behaviors, and seem to want children not to form correct three views and not to be positive people! In this way, the purpose of these illustrators is not pure, and they are extremely afraid of thinking! Many netizens call these illustrators "500,000" walking. Think about it, you really haven't wronged them. They really look like people with ulterior motives! Otherwise, as China people, how can we describe the flowers of our motherland in such an ugly way?

Stay alert

"War without smoke" is the most terrible! That's why we found something wrong with the textbook, which is a big step forward! We found many problems with extracurricular reading materials, which is also a great progress! We are gradually destroying the conspiracy established by the conspirators in the past ten years. Only by thoroughly finding out the conspirators can everything return to the original point and let the children grow up healthily and happily! Illustrators should understand that before painting, ask yourself, which nationality are you with yellow skin and black hair?

money

Although we can't live without money in our daily life, money is not everything! In this case, some illustrators must pull back from the brink and stop losing their individuality for money! You must know that the law is not tolerant, and once it is verified, it will definitely pay the legal price!

The illustrations in PEP textbooks are controversial, and the income of illustrator industry far exceeds our imagination!