Lao Gao’s 8 experiences on Weibo

1. Don’t use past experience to deny trends

In fact, we face many tricks every day, a lot of new information, which fills our brains and makes us confused, but we don’t care about the tricks, but only the meaning. If we don’t think about it, we must study the Tao and the rules here. We are often obsessed with our existing tricks. I used to think that people around me didn’t play on Weibo, so why do we play on Weibo? So everyone should study the laws in things more and forget the past. There are many things we don’t know. When a new era comes, we should not deny it with past experience.

2. Fans are your well-known bargaining chips

In the future, if companies want to grow bigger, they must build an ecosystem. Our wish in the past decade is to help e-commerce succeed and build a well-known e-commerce ecosystem. We are also preparing investment companies. We have recently cooperated with some professional evaluation companies. We have far exceeded some brands that sell goods, and our valuation is more than 2 billion yuan.

Fan economy, when you have a large number of fans, you can make any investment. Why can we invest in so many excellent projects? It is because of fans, what are fans and what are customers, the customer is you who sells shoes, I buy your shoes, the fans are you who sells shoes, I buy you when you sell clothes, I buy whatever you sell, and I buy everything you sell. Fans have great blindness, impulsivity and obedience.

3. The boss should lead the company and spread the company to build corporate influence

After having a large number of fans, you can do a lot of things, such as surveying your user data. The logic of trading is that the more you see, the higher the frequency of trading. If your product customers have never seen it, the customer may not buy it. If you want to trade at a higher frequency, you need to increase exposure. We did an event on Valentine's Day. The top three people who posted photos of couples liked each other will receive bonuses, including 234 first place, 147 second place, 137 third place, and the most are 100,000 likes. What we have to do now is to increase influence through interaction. When registering on Weibo, you will be asked to choose a category. We are in the Internet category and we rank first in the national field, which is very impressive.

During the Chinese New Year in 2016, the first batch of people who played red envelopes were at the Golden Crown Club. Because they were rich, I didn’t dare to play at first, but I exchanged 10,000 for 200,000 fans. This is the data on Weibo's increase of fans. At the beginning, they were all 0 fans, and in more than ten days, they reached 100,000 fans. Although I was very hard during the Chinese New Year, I was very happy. At the beginning, we had few Weibo fans and I didn’t have the confidence to do it, but WeChat did it very well, but now we started to do it again and soon it increased to more than 2 million fans. We now know the hardships at that time, so you must cherish it and do some operations, otherwise you will be wasting time. Time is very precious. Our current strategy is to quickly increase fans and spend money to increase fans. The future fan economy means that the boss himself is an internet celebrity, leading the company to spread the company and representing the company's influence. Why are the first people willing to give us money to do it? Everyone knows that the fan economy will be very popular, but first of all, you need fans. If you don’t have fans, no matter how good the content is, it will be useless. After you have fans, you will have the opportunity to test it, so they are willing to do it. Some people say that after having fans, you cannot start the commercialization process immediately. In fact, this is not absolute. The reason why you cannot do this is because you are not doing well enough.

We are through our operations, a few guests, and a lot of promotions. We are big Vs, so it's easy. We have five discounts, so our cost is very cheap. Through this lottery method, they add a large number of fans and then make a top Weibo post. Many things need to be read dialectically, and ultimately, it depends on our purpose. Why do we need to combine lottery? It is to let more people see our sales purpose and have more transaction volume. Combine your business purpose with one activity, temptation of interests, spread quickly, and drive your business purpose.

4. Seize every opportunity to expose it

We held a red envelope activity during the Chinese New Year. Fans will stuff money to our red envelopes, and other fans can grab them, but fans who grab money will pay attention to the person who stuffs money. The more money they stuff, the higher the ranking. I sent more than 100,000 red envelopes for the Chinese New Year, and more than 300 people. I will definitely be the first place. Different people have different amounts. When their fans see that I am the first place, they can increase their exposure. We have been exploring. You can also do this this year, constantly stuffing red envelopes to increase your fans. Many times, brands and sales are inconsistent, and we need to expand our e-commerce fans.

During the Chinese New Year, we have more and more fans. I doubt whether fans follow us because of red envelopes. I found that red envelopes are just a way, and I will use our content to retain fans. We focus on developing the habit of fans. We ask fans to sign in and check in every day, and there are red envelopes every day. We also pay fans every week and pay bonuses according to their activity level. What are the benefits of these? It is great when you can develop the habits of your fans. This activity is directly linked to sales.

5. Sell goods on the platform and raise fans on social media

When we are doing Weibo marketing, we try to create our own topic, be the host, create ourselves, accumulate popularity, and post copywriting with topics. Your marketing promotion will have discounts and greater displays.

Selling goods on the platform and growing fans on social media. This is what I said three years ago and will not change until now. This is the long-term way, this is the direction and trend of the future, and only when the direction is right for you can succeed. If you don’t know the direction or strategy, you will never learn anything. If you are very clear about the direction of things, you will feel that many things are no different. Only by studying the development laws of things can we master the essence of things. You must be people-oriented, fans-oriented, and users-oriented, and you must have a large number of users.

6. Why do you play on Weibo?

Why do you play Weibo every day? Some people say that the information on Weibo is relatively fresh, some say that there are too many micro-businesses in WeChat, some say that there are jokes on Weibo, some say that Weibo can learn more information, some say that Weibo information is more real-time, some say that Weibo can increase knowledge, some say that Weibo can follow many people who cannot follow on WeChat, some say that WeChat has become a working software, Weibo does not, some say that Weibo messages are fast, and some say that it is because of someone. These are the real information and real needs of users. Ma Huateng once said that Tencent’s well-known crisis is that we do not understand young people. I think our crisis is that we are old. Truth is the most important, and content is the second.

7. Four changes in China's business environment

There are reasons why Internet celebrity micro-businesses become popular. There are always reasons for this. This is an inevitable thing. In a few years, it will grow faster.

The first point is that in the past 30 years of reform and opening up, from material pursuits to spiritual pursuits, you will find that 2000 is a node. Before, it focused on food and clothing, later it was housing and transportation, and now it is spiritual pursuits. Therefore, your products must have spiritual significance and be linked to spirit and culture. This is a major trend. China has been hoarding goods since material scarcity.

Second, with the arrival of mobile Internet, you will find that everyone was playing PC 5 years ago, and now smartphones are developing very fast, and everyone is playing with mobile phones.

The third point is the rise of the post-90s generation. This wave of young people is different from when we were young. They are rich in material things now. The post-90s generation is richer than us. They have a strong pursuit of spirituality. You will find that young people prefer richness and colorfulness. Why do young people like socializing? Because they have nothing to do.

Fourth, overcapacity is related to the life and death of our e-commerce companies. In the future, the production capacity will be even more overcapacity, so we must go from selling goods to selling spirit. There are too many overcapacity and users are interested in people. The fifth point is the crisis of trust, and it is even more difficult for users to believe in products at present.

8. Business brand is the top priority

I think building a brand is a thing that only makes money but not loses. Every penny you spend on building a brand will have a return in the future. Building a brand now may not be able to make much profit, but there will definitely be a great profit in five years. If you have enough influence, these are all bargaining chips for negotiations with your business partners.

People should have dreams. Although it is not completely unprofitable, I want to do things fun and make money endlessly. If you have a lot of them, you want more. People with a lot of money are not actually happy.

From being obsessed with activities at the beginning to despising them, and later thinking that the activities are very good. The reason why the activities brings spam users is because of their own reasons. Why don’t you do activities every day? If you do activities every day, users will watch them every day, and they may be attracted by your content and truly become your fans. I now think that activities are a hook and lead. As long as there is the temptation of activities, they can quickly increase fans. The event is not a discount promotion, but a high-frequency interaction with fans. Quickly attract fans through continuous activities and then convert them into fans through content, the event will make a community full of vitality.

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