Which excavator company to learn from depends on people’s psychology

Which excavator company is the best to learn from depends on people’s psychology

Many post-90s and 80s generations must have this sentence in their impressive advertising slogans? Which excavator company is the best to learn from, China? Looking for Lan Xiang in Shandong? Lan Xiang's advertisements all over the place were not popular back then, so why is this advertisement slogan now attracting unanimous criticism from everyone?

?We are just learning skills in real terms, not playing around. Really, if you learn to be an excavator, you can dig the ground well, if you learn to be a cook, you can make good food, and if you learn to be a tailor, you can make good clothes. If we, Lan Xiang, don’t learn our skills in a down-to-earth manner, what difference will there be between us and Tsinghua and Peking University?

This passage caused a lot of ridicule and self-deprecation among the elites. I think it may have started here.

In fact, if we look at the characteristics of Internet communication in recent years and analyze the communication groups, there are still many common things worth learning from. Let’s talk about a few of my thoughts. I dare not say that there are Understand more about the Internet and human nature (ok, this is a modest word), but talking about it is quite interesting in itself.

Communication tipping point 1: Old things entering new people

As a post-90s generation, I was at home during the summer vacation in primary school when there was no "World of Warcraft" Mostly I squat in front of the TV and live by watching TV series from various local stations (Alyssa Chia/Zhao Min in Boyhood are my goddesses and I will talk about them everywhere?). Of course, the sequelae is that I can still remember a few advertisements from local TV stations, such as Lanxiang, New Oriental Cooking School, various men's hospitals, etc.

Times have changed, and those who used to squat in front of the TV? No summer vacation Primary school students doing homework have gradually grown into "Internet addicted teenagers", and then they have gone into society. Although they laugh at themselves as programmers, financial dogs, advertising dogs, scientific research dogs, and study abroad dogs (I suddenly want to post a doge), the Internet Most of the active users have moved into the middle class, quasi-elite or quasi-upper class through self-deception. Lanxiang and other things that signify "blue collar" or even "diaosi" are no longer discernible. For me, it has long been Just buried in the depths of memory, right?

Therefore, although Lan Xiang has always existed, to the Internet elite group, it is basically an external thing. What is common among one group of people is often very novel when it comes to another group of people, and it is introduced in such an awkward way. It can barely be regarded as a case of "great success after crossing over".

Communication tipping point 2: Young people themselves chase novelty

Why do new cross-border things attract attention? In fact, it is very simple.

Young people’s Weibo and WeChat basically share some fun and unconventional events and jokes. In order to show that they are well-informed and knowledgeable, they are the most awesome and dazzling among the crowd; in line with this, In contrast, middle-aged and elderly people often focus on emotional sustenance. They share some health care, life philosophy, and historical facts. Most of them are looking for emotional resonance, or caring for and reminding old partners and friends to pay attention to their health.

The heavy users of the Internet (that is, young people) themselves determine that new things will develop very quickly, causing new things to become hot spots.

Communication tipping point 3: Hot spots will become hotter

It is also related to the psychological state of young people. Young people actually show off their awesomeness because they want to seek approval, but there are many ways to seek approval, such as playing the same game, using the same app, watching the same American TV series, shopping for the same cosmetics online, and having sex with the same guy. Friends (no, no, no, this is really not a joke, think about it carefully?) and so on, it is very easy to create the same topic and cause ***.

So this is why, in recent years, many things have become popular in an instant and are unimaginably popular. This has left many product managers scratching their heads and not knowing what users actually like. It's very simple, because my friends are using it, I want to use it too.

But the popularity went out after a while, such as Flappy Bird, cute face, surrounding nervous cats, etc. Most of them are simple and crude, but because of the tendency of young people to chase hot spots, they have become extremely popular. But after a while, the heat passed and it quickly cooled down again. So there is a saying, "Anything can happen in the short term, but the long-term stable state is predictable." For example, no matter how inappropriate a girl and I are, it is possible to be together. As for how long we can be together, it is hard to say.

It can be said that a thing will become popular no matter what, and whether key users can stick to it depends on the depth of the topic/product.

So you see, which excavator is the best? This kind of topic can be popular for a while, but after more than ten days, the popularity is slowly fading. Of course, another reason is that the public is tired of simple and crude things. People who abused all kinds of things recently? My friends and I were shocked? It will make people have the urge to slap people in the face? I just Have you ever wanted to knock the advertisers of Melatonin and Hengyuanxiang to the ground countless times and beat them to death?

Communication tipping point 4: Infinite creativity in copywriting

Young people chase hot topics, pursue novelty, and hope to be recognized. These combined forces create this phenomenon: although everyone discusses the same topic, the jokes come in different shapes and tricks (it’s not cool to always copy other people’s) . The existence of the Internet has greatly amplified this effect, or in other words, it has greatly enriched the jokes that were originally buried among the public in the public eye.

In the past, traditional media and mass communication basically engaged in one-way communication, and the research was on how to maximize the effectiveness of one-way communication. However, the copywriting for advertising is limited. Melatonin is regarded as a success model, and it adopts a simple and crude way. It brainwashes people with one sentence, the audience is limited, and it is secular. Those who don't catch a cold will never catch a cold. However, the Internet has transformed the original one-way communication into network communication. The direction of communication is different, and the content also changes accordingly. A topic may be inadvertently and spontaneously adapted into various versions, but once the enthusiasm for "mass participation" is mobilized, both creativity and enthusiasm for communication will increase exponentially. In addition, new professions such as jokers and marketing accounts, which are born under the Internet economy and rely on attention as their life, also have direct stimulation in terms of economic benefits. This is why everyone has been sitting in front of the TV for so many years and has never been interested in Lan Xiang's advertisements. However, with the endless creativity of joke makers, there is always one that suits you.

The same principle also applies to "Jin Gao La" and "Head of State". These are probably the two most popular videos on the Chinese Internet today. Many people today say they have forgotten them. The original film was released. Without the enthusiasm for participation brought by the Internet, these two phenomenal materials would not be what they are today.

For a thing to survive for a long time, it must be innovative, and as a mass consumer product (you can regard information and topics as mass consumer products), it must be the most popular based on consumer demand, but consumption There are so many readers and the needs are so complex, how do you determine whether it exists and whether it will be popular? Just like after eating braised beef noodles for so many years, who knew that Laotan pickled cabbage would be popular? Master Kong, the instant noodle expert, does not know I know, so I was uniformly suspended for more than half a year.

Therefore, the B2C (business to consumer) model is limited after all. The advantages of enterprises lie in intensification and mass production, but not in personalization. C2C or C2B is the ultimate state of marketing, because C There are infinite things that are spontaneously produced, and they must meet the needs of some consumers. At the same time, they are low-cost for enterprises. Enterprises only need to accumulate Internet big data to identify the most effective things produced in C and copy and promote precision marketing.

Finally: The uncontrollability of information dissemination on the Internet

? Which company has the best excavator technology? This topic is known to everyone on the Internet. But does it have a positive impact on Lanxiang’s brand? This joke is circulated like crazy every day, but how many people really care about which excavator company is better? (Zhihu actually has this question, I just kneel down, really)

Another example is Guo Meimei and Hermès. Many people know Hermès’ high-end style and class from Guo Meimei and know that it is worth a lot of money. However, at the same time, this brand has also been adulterated with the temperament of “only for mistresses”. When you come in, the original luxury connotation is greatly reduced. The joke about Cheung Kong Graduate School of Business and room cards is also an example. Through the case of Mr. Wang of Vanke, everyone has learned about the product features of Cheung Kong Graduate School of Business, but at the same time it also damages the value of the product. (Which boss is now willing to say that I should study for an EMBA? Originally, learning was secondary, but now even the packaging value has become negative)

The Internet can greatly spread topics, but at the same time it brings Change is unpredictable for everyone. On the one hand, this is a characteristic of Internet communication; on the other hand, information communication has always been like this. After people receive a piece of information, they will have different impressions or memories based on each person's understanding, perspective, and stance. When it is disseminated again, the information is processed, and it is difficult to guarantee that it will not be distorted (so-called "second-hand information"). The best journalists can try to avoid distortion as much as possible, but how many such high-quality talents are there on the Internet? In many mass incidents, the innermost people in the crowd and the third layer surrounding them have the most information. The difference is huge, and it is even less controllable when you switch to the Internet. In addition, the Internet is often anonymous, and it is even harder for people to be responsible for their speech.

But at the same time, the advantage of the Internet is that although information is distorted quickly, the promotion of audio-visual content is equally fast. Search and various push technologies can disseminate information very quickly at a very low cost. When spread out, as long as it is done properly, it is relatively easy to unify information (at least much easier than traditional paper media).

Regardless of whether Lan Xiang intended to stir up trouble and create a topic, but which excavator company is the best? It is definitely not what they originally wanted to develop into a popular song today. So it is useless to block anything. This also reminds me of Romeo and Juliet, my prejudiced couple. Don't stop us from meeting each other, otherwise we will fall in love even more. ;