Go back to Beijing in advance to reply to my life.

After completing this communication, Liu Chao did not continue the following trip. But decided to return to Beijing early. There is a simple reason. Liu Chao has consumed too much thoughts and experienced too many ups and downs these days. He has exhausted his intelligence and his earlier plan, and he has no energy or heart. We must go back to the company to report the situation to General Manager Hu, sum up and review the previous gains and losses, readjust strategies and policies, and formulate new action plans.

Liu Chao sorted out the customers to be developed in the next few days, and went over the situation that needs to be reported to the leaders in his mind. Then arrange customer service to start mailing the Kameng packages of those seed customers. I handed in a modest answer sheet for myself. He also drafted a preliminary contract with Langfang Dalong Electric. After checking that there was nothing serious, I knocked on General Hu's door.

President Hu said, "Please come in!" Look up is Liu Chao. Put down your brush and say hello quickly.

Mr. Hu, go back to his desk and take out a very delicate little box from the desk drawer. It looks very classy and mysterious. In a short time, Liu Chao finally recognized this is a kind of sandalwood. Mr. Hu took out one and put it in the incense burner. Then he pulled out a lighter from his coat pocket and casually lit sandalwood. As the lighter went out, a puff of smoke began to rise gradually and spread rapidly. Liu Chao sat at his desk and began to report to the leader. "How comfortable!"

Hu Bin didn't stop his action, while listening to Liu Chao's report, while making tea. "Don't worry, speak slowly. Have some tea first! "

After hearing Liu Chao's report, Hu got up at the reception desk and paced up and down in the narrow space in the office. Hands behind your back, walk over, walk over. Stop from time to time and stare thoughtfully at a place. Go to the whiteboard from time to time, pick up a carbon pen and tick the picture. From time to time, there is a dialogue with Liu Chao, "We need to adjust and optimize here!" In this way, half a day passed quickly. Looked at his watch, 1 1 half past one. President Hu took Liu Chao and said, "Come on, let's eat. The afternoon looks like a tough battle! "

Liu Chao followed the leader, quickly left the company and came to their favorite Hunan restaurant. President Hu generously said, "Order more dishes and make up for you. I have worked hard these days, so go home from work early in the afternoon! " Liu Chao quickly said, "Thank you for your sympathy. All I should do. "

When President Hu returned to the office, he began his own thinking speech: "At present, we have completed the excavation of Internet dividends, and formed a social scene based on WeChat, QQ or other IM tools, a shopping scene based on Taobao, Tmall, and a news and information scene based on Weibo and today's headlines. So how to define and explore the next business in such a product ecosystem? In this ecological situation, how to reshape business, from individual to giant, and survive and develop in this reshaping process. What does the new form of people have to do with the freight yard? "

"In the new business scenario, one core is people. We now have a lot of creative space and platforms, but compared with the previous flat, homogeneous and similar commodity framework, the only difference in the author's thinking is the addition of a definition of people. You are not a pure individual, but contains the definition of this person's image, personality and circle, as well as the matching of products and commodities it can bring. It can be seen that in the next era, the most important thing is to find a character image that conforms to the circle and products, and then use this person to buy and drive the sales of the whole commodity. In a word, let's talk about WeChat business first. In essence, WeChat business still wants to sell goods, and the relationship between goods and sellers has not been strengthened and defined. I mean, this salesman, this WeChat business, has no strong connection with this product, nor does it represent the characteristics of this product itself. After all, he is still the first generation of sales model, that is, focusing on commodities, and then selling through a personal relationship and channels. However, its sales scene has become a WeChat circle of friends. "

It is the so-called upgraded people-centered business logic. First of all, it is important to shape people themselves. Taking logical thinking as an example, he created the image of Luo Pang as a knowledge disseminator and knowledge processor. Focusing on him, we have focused on many people who are afraid of knowledge and have the pressure of life, hoping to gain more knowledge in the fragmented time. What kind of characteristics will it bring here? It is that its service target is highly related to the goods he sells, and this value is highly recognized. This leads to a high sales rate and conversion rate, while its communication cost and sales cost are very low. Then on this basis, they derived the brand of logical thinking. Then we reached a scene, using the thinking field of IP thinking circle to realize the whole knowledge, carrying out all the packaging and incubation, making a course and selling tens of millions of knowledge.

Through such a case, let's think about the emerging business platform. Let's look at the little red book first. Its essence is the same. There are many beauty experts hatched in the little red book. Based on their own influence and image, they circle a large number of women who are sticky at this consumption level and above this brand. Through the knowledge of beauty and clothing, health care, slimming and other aspects to explore the content, and through the spread of pictures to continuously strengthen this awareness, and finally into sales.

Let's take a look at the small program of WeChat. Its essential logic is the same. I don't know if you have noticed that a recent phenomenon of WeChat is a large number of big V's, and the official account of WeChat has started to be associated with WeChat applets. Behind this is a small program store. The official account of Beauty WeChat corresponds to the promotion of clothing and cosmetics. Behind the official account of parenting WeChat are related parenting courses, as well as maternal and child products. Behind the official WeChat account of knowledge and the official WeChat account of finance are knowledge courses and economic courses. In fact, through the scene of WeChat official account, a commercial carrier-applet will be transformed into a commercial fan based on the image of WeChat official account. This kind of accuracy will only get stronger and stronger, and I believe its conversion rate must be much higher than Taobao and Tmall. For example, the official WeChat account "Becky Li Fantasy World", which I pay attention to, will be snapped up in a few minutes every time there is a promotion and co-branded product release. Behind it is the realization of "IP" value by readers with high viscosity and high matching.

Then let's take a look at some products of Amoy. Is Taobao live broadcast a scene of a people's freight yard? I don't think this is a strict human freight yard scene. Why do you say that? In essence, it is still a platform model with sales as the main goal, but the sales model has changed from a static store to a dynamic live broadcast. Live broadcast is mainly about selling, and more about displaying goods, and buyers watch them in real time. It didn't locate the model well, and gave him a specific image and IP. The latter's stickiness to them, or their awareness, is very weak. Shoppers can change channels and find another seller at any time. Compared with strong IP images such as Xiaohongshu, WeChat official account and Knowledge V, the conversion rate and image cognition brought by Taobao live broadcast should be relatively weak.

Tmall has added a channel called "Grass Cat", which is similar to Little Red Book. There will be many people writing clothes and bags, and more emphasis will be placed on the handling of content. I believe this is a more valuable person or scene. Therefore, for individuals, if they can position their image well at this end and bring traffic, the value will be very great. For some external brand companies, this is also a very large space, for example, he can continue to create content for some big brands. Constantly strengthen the brand image and spread the content and brand value on Tmall platform. However, compared with the pure platform of Little Red Book, things on Tmall are more complicated. The reconstruction cost of this channel will be very high.

Let's look at the flying pig again. Flying Pig is now promoting some personal travel styles and life attitudes, but the overall content ratio is still very low compared with the sales of tourism products. Of course, there is a balance of the platform itself, but if there is another tourism platform, focusing on content IP and tourism experts, constantly exporting tourism-related content and transforming corresponding tourism products, the future impact can not be underestimated.

In the early stage of the whole brand, as well as in the product development period, Xiaomi's brand was shaped around communities and forums, and the core fever groups gathered to form a good community mechanism, self-organization, self-media and self-dissemination of such an ecological product sales. But until now, we can see that Xiaomi's community stickiness is gradually weakening. Users will not have a very strong perception of brand value. This gave me an inspiration. Once I have positioned my IP image and characteristics, I must persist in continuous output and keep the image consistent. You can't chop and change constantly, which will only lead to the loss of old users and the failure of new users to form a specific meaning.

For individuals, the most important thing is to find a way to find their own position, constantly polish their image in a specific category, and then find the corresponding platform to realize the realization. This is a great era, and people will be the greatest scene of this era.