If you compare the entertainment business circles, Huawei is Chen Daoming of the business circle. Good products = customer recognition, fair transactions, and no deception. But this is the logic of the Business 1.0 era. In the Business 2.0 era, products and customers have also changed. He also took the same old route, and Wang Qianyuan and Liao Fan were the only ones who could become Chen Daoming.

In the era of Business 2.0 , the logic is more complex and changeable. The product is not a concrete mobile phone, clothing or Beijing roast duck. Its extension is becoming more and more broad and increasingly unpredictable. Customers are no longer simple buyers, but also communicators and participants.

For example, the young and handsome guys today, although the fans burst into tears, they explained: "How hard did you work for him?" Sorry, according to the logic of the Entertainment 1.0 era, they have no works and do not deserve the recognition of fans.

But the fact is that young and handsome guys are very popular, have very high commercial value, and their fans are very considerable. This is not something that can be explained simply by the world.

In this era, the movies, TV series, and musical works of young and handsome actors are no longer the only fans want. In other words, the products provided by young and fresh meat have returned to the true demand: what fans want is my products.

Traditional entertainment works have become the carrier for young actors to provide products to fans.

For example, in the popular "Old Nine Gate", the exciting stories of film and television works are of course what fans want, but watching William Chan show off and watching Zhang Yixing flirt with girls is a blessing that fans are eager to watch.

For example, in "Running Man", which has been popular for several years, do several celebrities have any technical content and artistic value? But fans love to watch it, fans are happy, this is an excellent product.

For example, although young and handsome guys are very popular, everyone’s personality is very different:

Li Yifeng has a good grasp of the balance between a cute boy and a mature man, and has a relaxed and chic charm;

William Chan is the only Hong Kong-style trendy man who has emerged in the mainland in recent years. He is interesting and hardworking, good at singing and dancing, and has a very distinctive label;

Lu Han is the most beautiful male artist now, but the personality of Beijing men has formed a wonderful contrast, so that they will not become a handsome man.

Wu Yifan has obvious face and 187 -year-old height, so he is on the route of cool brother. There is a distance but not too far from fans.

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The works of young actors are no longer limited to movies, TV and music. Together with their agency, they have built themselves into a product to meet all the needs of specific fans.

Back in the business circle, a simple product can no longer arouse customers' desire to buy, and they want more.

Why is it not enough for Taobao to hold Double Eleven? It also requires Taobao experts, Taobao live broadcasts, and Taobao Creation Festival to take turns to go on? Because the development of a simple selling platform is limited, only by giving more customers, letting customers participate, and allowing customers to become part of the Taobao ecosystem can we further develop.

Why does JD still have to support logistics and warehousing in various losses and various negative ways? Because among the four major e-commerce lifelines, products, prices, logistics and experience, logistics is the only direction that can break through Taobao, because what customers want is fast, faster and fastest.

Why are there beauty e-commerce, maternal and infant e-commerce, fresh food e-commerce, and why are there Taobao experts and live internet celebrities? Because customers are too lazy to choose, they need professional recommendations because the products are too dry, and they need products to survive, which is more interesting and emotional.

A piece of clothing and a mobile phone are products, but the experience, brand story, and emotional value outside the product are even more of the products. Of course you can focus on making products, but the ceiling of the product is too obvious, and you need a breakthrough outside the product. After all, it is not everyone who has the confidence, encounter, or genius to be Chen Daoming.

The extension of the product is changing, and the customers are also changing. Customers are no longer hungry for idols who concentrate on polishing their works. They have a eager sense of participation and they are eager to brand the product themselves.

Why are the two most popular combinations in China , TFboys and SNH48 , so popular inexplicably? In addition to the general routines in the entertainment industry, "cultivation" is a well-known reason for their popularity. In the process of creating stars, fans participate throughout the entire process, and even spontaneously promote and form a fan team on their own. At this time, it doesn’t matter whether TFboys and SNH48 are excellent idol groups. It’s enough for fans to get what they want during the participation process.

The business circle most like Xiaomi in this regard. Xiaomi was born because of its fans and succeeded because of its fans. Xiaomi itself may be a good phone, but the reason why Xiaomi becomes Xiaomi is the achievements of its fans.

Although Xiaomi feels a little lost now, it is inevitable that the company has developed to a certain extent and its business model needs to be upgraded. Its own successful model is worth learning from. This is a visible path to success in the era of Business 2.0 .

When doing business, products are the king, but you cannot enclose yourself in the product, and you must be consistent with the same principles. We constantly cooperate with our fans and customers with a dynamic perspective, and take it as our responsibility to meet our needs, rather than making good products as our only one.

So, don’t worry about "Why no one wants my product quality so good?" "How come those who do evil things make more money than me? The world is getting worse!"...

Having a product foundation, but having a product alone is far from enough.

You need to deeply grasp the real needs of customers. Girls buy clothes for unique beauty. As a result, you yell at "low prices", "hot products" and "Korean version" every day, and it's completely different.

You need to give customers more. Most of the customers who know how to shop online are not in a bad way, and the emotions are very obvious. Maybe a little care you accidentally gained a fan.

You need to make the product layered. Practical functions are the foundation, but they are far from enough. The labels of "small bourgeoisie", "cool", "fashion" and "literary" are very important. Note that it is the real label in the product's bones, and it's not just changing the keyword. There is no such good thing.

You need to regard customer needs as a product incubation pool, and products derived from customer needs can live long-term.

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If you want to know more and more, you will never hear the insights and good fortune in other places. On July 28 , the Laogao Crown Club e-commerce party, Shanghai, waiting for you!