People find goods, goods find people, and content “hooks” people to find goods!

Before getting into the topic, let’s talk about trends first. In fact, many trends were publicly announced to us a few years ago, such as...

Pan-entertainment, It refers to the fan economy based on the multi-field development of the Internet and mobile Internet to create star IP (intellectual property, intellectual property). The core of it is IP, which can be a story, a character or anything else that a large number of users love. . This concept was first proposed by Cheng Wu, Vice President of Tencent Group, in 2011. After more than three years of practice and cultivation, Tencent Interactive Entertainment has successively launched five major business platforms: Tencent Animation, Tencent Literature, Tencent Pictures, and Tencent E-Sports on the basis of Tencent Games. At present, it has basically built a platform that connects games, literature , animation, film and television, drama and other cultural and creative business fields, it has initially created an innovative business format of "same star IP, multiple cultural and creative product experiences".

Tencent proposed it in 2011. Do you feel that 2011 is too early?

In 2015, the term "pan-entertainment" was included and highlighted in the industry reports of the Ministry of Culture, the State Administration of Press, Publication, Radio, Film and Television and other central ministries and commissions. As Xiaomi, Huayi, Alibaba Digital Entertainment, Baidu Literature, Yidong, Tongyao, 360 and other companies have vigorously promoted "pan-entertainment" as a company strategy, "pan-entertainment" was recognized by the industry as "Internet development" a few years ago. One of the eight major trends.”

Among the eight major trends mentioned in 2015, what are the other seven? The other seven major trends are: Internet of Vehicles, online education, big data, online video, smart hardware, Internet companies, and Internet finance.

Doesn’t it feel so accurate!

I made it clear in 2015, and it was said publicly, and it was not a private sharing. When you understand the trend, there are very few people who can continue to silently move bricks and persist in working silently for many years. ?

The trend has several characteristics: The first characteristic is that the trend is only meaningful when it is about to start. Seeing the trend too early is actually meaningless, and you will see the trend too late. Too much will be missed.

As for whether it is a good project or a bad project? Experience tells me that the key lies in whether the person doing the project has the ability and is a "professional player"!

Entering the key points: three stages

1. People are looking for content, people are looking for goods

3721. In Baidu’s search engine era, people are looking for content. During the period, the content quality was poor, and a small amount of high-quality content was mainly produced by professional media. Later, media with user-generated content appeared, such as forums, blogs, Baidu Tieba, etc., but the essence was still "people looking for content". Later, the junk content created by SEO, online earning, black industry and other industries became rampant, negative content increased, and the credibility of search engines plummeted.

In the early days of the search engine era, there were more fakes online than genuine ones, the information gap was huge, and there was almost no trust on the Internet. Taobao solved the problem of trust and payment security, and blocked Baidu’s crawlers. Taobao It has cultivated the user habit of "people go to Taobao to find goods". Generally speaking, I feel that "goods" were still relatively scarce at that time, and people were still actively looking for goods everywhere.

2. Find people for goods (content)

Foresighters use social software, such as QQ Space, Weibo to sell goods, especially in 2012, WeChat Moments to sell goods. In fact, this At that time, we began to enter the era of "finding people for goods (content)". At that time, WeChat was still a highly private social tool. This medium for transmitting information was based on the trust of medium-strength relationships, so it was easy to sell goods. It can be said that just posting in Moments or QQ space can sell goods. Objectively speaking, It is "fans = money", but this is definitely not the case in 2019, at least it is not a simple fool-like deduction.

As time goes by, trust in Moments continues to decline. People who used to check Moments every day may now only check Moments once or twice a week. There are two main reasons:

1) Gain The essence of customer service is to acquire users’ time! Nowadays, people’s time is very fragmented, and at the same time, fragmentation dilutes the power of a single traffic channel. There are too many traffic entrances on the Internet now, and users have too many choices. And as the growth rate of smartphones has stagnated in the past two years, the number of new users has stagnated, and user dividends have naturally stagnated.

2) I randomly looked through 10 Moments a few days ago, and 7 of them were advertisements. There are too many micro-businesses, eye fatigue, users have been educated and deceived too many times, and users have become immune to "routines".

Although the marketing of Moments is also based on the model of "finding people with goods", its appeal is constantly declining. In fact, users still need to take the initiative to browse Moments. If they don't actively browse, they may still read them in a week. It’s even possible that I only read it once a month. It’s impossible to say that very few people will go to Moments in the future. Just like QQ Zone now, or NetEase blogs and forums earlier, they may all go to Douyin. Go watch Kuaishou, or go watch something else that is more interesting and has quality content.

There is also a medium for "finding people with goods", which is very proactive and not passive at all. That is WeChat groups and QQ groups. You do not need to open them. As long as there are new messages, it is equivalent to being in your presence. The WeChat interface is “pinned” to the top, and the social “scene” of the WeChat group is more trustworthy than the cold picture and text scene in the circle of friends. But the prerequisite is that your WeChat group users will not leave the group. Many Taobao rebate apps eventually died. In fact, one of the most important reasons is that the "open rate" is too low. What is the app with the highest open rate?

Answer: Of course it is WeChat group or QQ group. Therefore, the final facts prove that the Taobao customer project, which uses WeChat groups and QQ groups as its main battlefields, is still the most tenacious, but trust is still the most critical.

3. First find people through high-quality content, and then let people take the initiative to find goods.

Video content is a dimensionality reduction attack on graphic content. Fan fans will become less and less valuable, and accurate fans are too expensive. We need "fan accurate traffic" for those who are interested or have related hobbies.

Nowadays, good content is becoming more and more important. From the past traffic thinking to the current user thinking, user thinking means thinking about problems from the user's perspective, providing good content and providing good services. There are 7 advertisements in 10 Moments. There is no problem. I have not deleted all the people who posted advertisements, but please respect the inner feelings and IQ of the people who read the advertisements. I was watching Douyin a few days ago, and someone posted a video of a beautiful woman. The comments below were all about, how much does a pound of tea from a beautiful woman cost? You can start selling wine! The effect of "routine" is declining, and the effect of a single traffic channel is also declining.

A "Fan Zhenzhi Fan" is like a tea artist who posts some video content every day. Douyin's display mechanism should push content you are interested in based on the "completion rate" to attract fans' attention. Currently, you cannot leave a WeChat ID in the video, but you can display your own brand. For example, users who are called "XX Tea House" can go back and realize "people looking for goods". But this assumption is based on the fact that the "brand" belongs to oneself. Now platforms such as Douyin already have the function of bringing goods or linking to URLs. There are also some contents that do not require urgent registration of their own brands, such as pets, food, self-media, etc. Strong players are now playing the "content matrix" and even the "brand matrix" in the future.

In fact, in the past, we have seen relatively successful direct-sales model micro-businesses, agency-model micro-businesses, or successful Taobao customers. In essence, they all used "traffic thinking" as the basis in the past. The historical product of the dominant Internet environment. Although the operator's own ability is crucial, the more important thing is to do the right thing at the right time, that is, choice is greater than effort.

Traditional industry bosses used traffic thinking to redo industries that no one was doing; later, people used "traffic thinking" to redo traditional industries on the Internet; but in the end "content thinking" will turn "traffic" into something new. "Thinking" bonus all over again! The entry threshold for players is rising every time. Now it is no longer a game that ordinary people without ability can play! We are now in the "elite bureau". Starting from 2018, there are basically no micro teams (people who rely on the WeChat ecosystem to make money) that can truly start from scratch, unless there is "accumulation", and for the big guys, there is "accumulation of fans", " "Talent accumulation", "Infrastructure accumulation", and "Personal influence" accumulation. For those who have not accumulated enough experience, it is very important and urgent to quickly improve their abilities and become a "professional player"! This is also the key point to start taking action immediately, because more professional players have already entered the venue! If we are unable to grasp the trend of content dividends in the next 3-5 years, then the next trend is likely to be "artificial intelligence", which will be the real "king game" at that time.

If you realize this years later, you may feel a little frustrated and feel like you "missed out" again. But I believe that as long as you are diligent enough, it is never too late. Quote from Amazon Bezos: People often ask him two questions: One is what will change in the next ten years? The second question is what will not change in the next ten years? Bezos believes the second question is more valuable because you need to base your business strategy on things that don't change.

Some things will never change, and some projects can always be done, but there is a type of people who will never succeed, and that is people without ability!