How to build a good community and let bosses with billions of dollars join?

　　Influence economy, fans, internet celebrities, experts, communities... Since 2016, this type of word has been frequently flooding the screen. Although it is not very clear, it seems to be very powerful. Today I will give a summary and talk in detail about how to make money with these words. Not to mention making a lot of money, it is still OK to make a small second-bedroom apartment.

　　In recent years, two keywords have been the main tone of China's retail industry: overproduction and consumption upgrading. There are also two major entrepreneurial opportunities: product screening and value empowerment.

　　Due to overproduction, the focus on goods is no longer effective. The merchant is terrible and there are too many things to sell. The buyer is also terrible. There are too many things to pick. Letting consumers buy what they like has become a major problem in the retail industry. Going further, whoever can let consumers buy the best products with the least time, the cheapest price, and the best purchasing experience will be a well-known winner.

　　Similarly, due to the rapid development since the reform and opening up, the new middle class has risen, a considerable number of Chinese people have begun to not worry about food and clothing. They not only pay attention to the practical functions of the products, but also pay more attention to the emotional expression and value labels of the products. The products have begun to bear more functions that reflect personal taste and identity characteristics. The traffic dividend is gradually disappearing, and attracting consumers with common characteristics by relying on differentiated labels has become the choice of most merchants.

　　In the Internet era, information is complicated, and it is difficult to attract attention. It is better to rely on Internet celebrities, experts and opinion leaders to gather fans to form a community, and selling goods among relatively "simple" fans with a large number of common characteristics has become a better idea.

　　There are many people who want to make logical thinking and second updates, but how to make it has become a question that everyone is discussing.

　　How many steps do you need to put the elephant in the refrigerator

　　If you want to make money by relying on the community, you will have three steps: attracting fans, live-action fans, and monetizing them. The logic is very simple, the important thing is how to achieve the results well in implementation.

　　1. Absorbing powder

　　The first headache for all those who want to make money from their fans is that they have no fans. A good cook cannot cook without rice. No matter how good your stuff is and how good your skills are, no matter how good your skills are, it will be useless if no one sees it. Everything is difficult at the beginning.

　　I won’t discuss the issue of finding big Vs, celebrities, or internet celebrities here. Everything starts with yourself. Only by being strong is really hard.

　　Now is not the time for the community to rise in the early years. Fans are low in sensitivity, small competition, and natural traffic is enough. Now if you want to make it bigger by conventional means, no matter how good your content is, it will take a lot of time and energy. This is obviously not in line with the law of rapid monetization of business.

　　So the first step is to make popular products and attract attention. In the traditional way, it is: appear.

　　How to make hot products?

　　1. Find a good entry point and must be able to arouse strong resonance among the target users.

　　The current communication environment is very paradoxical. On the one hand, information is flooded, and users are becoming less sensitive to novel information. On the other hand, when users encounter topics and activities that can resonate, they will burst out with unimaginable enthusiasm.

　　Here is a counterexample.

　　The book-lossing activity is a marketing case in London, but when copied to China, it fell into a very embarrassing situation. Although there were a large number of celebrities participating, no one bought it, and almost all the books used for marketing were put into the trash can. Why? Because there is no resonance. Lost books, a very literary and stylish thing, has a foundation in London. Londoners are used to reading newspapers on the subway. Londoners also have this leisurely time and mood for reading books. But in China, what does the subway squeeze into? Everyone knows how to throw books? There is not even a place to be lost. How to play?

　　What is resonance?

　　Find a point that can deeply meet the emotional needs of the target users, build a real and detailed scene, and meet user needs in three-dimensional form - emotional sustenance, value expression, and circle belonging, rather than just the satisfaction of functional needs. This is enough.

　　2. Strong communication, set the timing, location and person to detonate

　　Of course, there are phenomenal events that happen to be popular, but most of them require planning, arrangement, and resource investment. In this era of oversupply of media resources and serious commercialization of media resources, it is too difficult to rely on natural popularity.

　　For example, if the number one sister of Hongqiao, who was popular in 2016, had it not been triggered by Yuan Chengjie, if the subsequent media boost and the follow-up of celebrities and celebrities, the number one sister of Hongqiao would not have been so popular.

　　How to choose the timing, location, and character?

　　Go with the flow. The network environment is highly liberalized and random, and no one can control public opinion.

　　The so-called successful marketing is just that what you said and done just fits the users’ thoughts.

　　3. It is highly related to marketing purposes and can do a good job in taking over fans

　　Marketing is not about losing money and gaining publicity. Simply doing a marketing campaign has no commercial value. Marketing must be targeted at the beginning with a strong marketing purpose and be prepared to undertake the work.

　　A counterexample.

　　"Escape from Beijing, Shanghai and Guangzhou" is highly consistent with the psychology of the hard-working young people in Beijing, Shanghai and Guangzhou, and also caused a public opinion storm, but the "flight housekeeper" in the end was in vain. The target user should be white-collar workers in Beijing, Shanghai and Guangzhou, but most of them have students and idle people to participate in the event; the purpose of the event is to promote flight managers, but in the entire marketing event, the presence of flight managers is really low.

　　This is really not a qualified business marketing case.

　　There is no free lunch in the world, and users are also very clear about this. It is meaningless for literary youth to treat marketing as a sentiment.

　　2. Live powder

　　Attracting fans is just the first step in the Long March. What is important is whether you can continue and whether you can go well. It is necessary to keep fans active through operations, continuously improve fan loyalty, and constantly train fans' willingness to buy.

　　1. Continuous value supply

　　Give me a reason to leave. This is the most basic and simplest daily operation. Your community must make sense. Like some chat groups that are flooded all day, there is no value. Luo Zhenyu’s community has done so well and he still insists on 60s of voice every day. This is the reason.

　　2. Scenario construction

　　Scenarios are the core of distinguishing between the community and the others. You must work with your fans to build a scene based on community characteristics and fan wishes, and continuously optimize in details, authenticity, growth, etc., to become the "ideal country" for fans.

　　Just like Laogao E-commerce Club, its core value has never been e-commerce knowledge, but a well-known domestic e-commerce network built with the efforts of many e-commerce members.

　　3. Set community thresholds, closure and openness coexist

　　A successful community must have a threshold and be closed. Fans must be screened. This will enhance the loyalty and sense of honor of fans, avoid inferior fans from hurting the entire community's experience, and motivate fans to provide value to the community.

　　At the same time, the community must be open. Only by adding fresh blood can the community grow and the community ecology be more perfect. Li Yi Bar is also because of its openness and the continuous iteration of fans, which can achieve the feat of Baidu's No. 1 Tieba.

　　3. Money

　　People don’t say secret words. Everyone does so much for fun. A community without income can only be a niche and will never be big. Money-making is a problem that all community operators are thinking about and exploring. I'll summarize a few points:

　　1. Cultivate enough loyal fans to consider monetization, and do not act too quickly or fish in exhaustion.

　　Whether it is an online community or a physical community, the binding force is always limited, and fans come in and out frequently, which means that once the "taste" of the community changes, fans may leave you.

　　Laogao Crown Club never does third-party advertising, and its circle of friends is very clean, not because it doesn’t want to make money. Instead, the taste of the club has changed, the experience of the members has become worse, and the community has ended. In community operation, satisfaction is qualification, surprise is success.

　　Therefore, monetization must be considered when you have a sufficient number of loyal fans, and the trial and error cost can be affordable at this time.

　　2. The products and services used for monetization must be related to the high-quality community and should be embedded in the community operation activities.

　　The community is not a sales platform. Even if it provides products and services, its core competitiveness is the recognition of the community by fans, not the product and service itself. If you simply sell goods, turning your relationship with your fans into a buying and selling relationship or interest relationship, this is a harm to the community experience.

　　It is appropriate and natural to recommend dumbbells and grips to fans. It would be too strange to recommend sanitary products and the effect would not be too good.

　　3. With trust endorsement, the quality of product and service must be guaranteed.

　　Why does Tianmai have to fight counterfeiting? Because counterfeit goods are harmful to the brand value of Tmall and will weaken consumers' trust in the Tmall platform. The same is true for the community. If you provide products and services, you are endorsing your own trust and hurting your core assets for small profits, which is a bit stupid.

　　4. Products and services must be at high premium

　　The community must not be good at quality and cheap, but the style is too low. What people need is often not the product itself, but the scene in which the product is located and the emotions placed in the scene. What you need to do is to use the experience to eliminate price sensitivity of fans, rather than compete with retailers.

　　When I work in Laogao Crown Club, why can the membership fee rise from 5,000 to 10,000 to 58,000? More and more people want to join, and now there are almost 600 high-quality members with annual sales of more than 30 million? Because the club's service is high premium, because the club's "taste" members are recognized.

　　In the era of mobile Internet, life has begun to become grid-like, and it has become composed of circles that are isolated from each other and have different characteristics. Only by attracting fans, active fans, and monetizing them, and grasping the scene to build this core can we dig out the community.

　　If you want to know how a successful operation works, the annual regular meeting of Laogao Crown Club will be held in Shanghai on March 30. At that time, many e-commerce bosses, entrepreneurial newcomers, and Alibaba waiters will come to the Crown Club family. If you see it with your own eyes, you will know what a good community is like.

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