Preface: Because of the envy, jealousy and hatred of others who are arrogant and sending red envelopes, I seriously thought about sending red envelopes:

Frequent red envelopes, from a distance: it is very lively, and various data soars, close:

1. Activity fans come and normal fans escape;

2. Blur the positioning of Weibo and damage the brand image;

3. Being trapped in a vicious circle where there are more and more red envelopes and more playing;

4. Can't retain target fans.

After all, sending red envelopes is a small interaction with fans, which is very similar to the rewards from rich fans. If you take the lead and put the cart before the horse and regard sending red envelopes as the only weapon to increase fans, I feel that it will be more than worth the loss. (Forgive my jealousy %...￥￥)

OK, let's get back to the topic:

Without reliable fans, everything is a slap.

The importance of fans does not require me to nag repeatedly. Taobao and JD.com’s various measures have proved that the future business war is a war for fans. For the sake of fans, I will never give up until I get my brain out. As the supply of goods becomes more and more abundant and information redundancy becomes more and more serious, it will be difficult for product information to reach consumers in a complete and precise manner. In order to adapt to the failure of traditional marketing, except for a few giants, the market will inevitably move towards segmentation, personalization, and fandom. Merchants will no longer stare at all consumers who seem to be vast but are actually out of reach, but will serve niche fans wholeheartedly.

1. Sharpening a knife will not delay chopping wood, and practicing mermaid line, it is not a problem to hook up with fans.

A good product is everything, this is more true than real gold. Don’t be crazy about marketing techniques. We are not practicing wheel skills. Now is a crazy era of marketing. But the premise of everything is good products. Because there are too many good products, consumers need to start marketing and win the generals when they are blurred, rather than just starting to stop marketing. This logic must be clarified. If you are really fooled, don't blame me for not reminding you.

What is a good product? How to make good products? You are experts. I won’t be playing tricks in front of Guan Gong. I will only add a few points:

1. The ultimate trap

We always talk about "craftsman spirit" and "extreme experience", but the ultimate itself is a false proposition. There has never been an absolute extreme, only a relative extreme . The famous bitten apple is the representative of it.

But should we make the ultimate product?

The 90% in front of the product is very good, and any serious company can do it. The next 5% is the Mariana Trench that widens the gap. Apple is the one that crosses the way, and Huaqiangbei is the one that can’t cross the way. Most companies can do it if they are willing to work hard. But the remaining 95% to 100%…. At this time, you may have put in 100% of your efforts to increase the product to 96%, but the profit has only increased by 10%, which is very unprofitable. For the so-called extreme, regardless of reality, profit, ability, it is obvious that it is the toilet lighting-! !

2. Price Trap

Don’t doubt that for 99% of 99% of customers in 99% of enterprises, price is the most important consideration, and the appropriate price directly determines your product.

Can it be successful?

Too high?

Too unfriendly to fans! I love you so much, but I can't afford you! Unlock.

Too disingenuous to fans! Is your product worth this price? Isn’t this cheating me? Unlock.

Too low,

Too unfriendly to fans! Wouldn’t it be embarrassing to ask me to buy such a cheap thing? Unlock.

Too disingenuous to fans! How could it be so cheap? I couldn't help but fall into deep thoughts! Unlock.

3. Art Trap

There are always a group of people bragging about the spirit of craftsmen and art. Business is never art.

Business is the "art" that pursues profit . Everything is for money, no talks without money. It is always a relationship with the real art that never gives up in order to achieve its goals.

Business is a balanced "art" . Profits must be balanced, and fans and companies must also be balanced, which is different from the self-admiration of real art.

Business is a stable "art" . The quality must be stable, the image must be stable, and the price must be stable. It is not like real art, so it is so unrestrained.

2. I searched for him in the crowd for a long time, but when I looked back, my fans were in the dim lights.

As the saying goes, a good horse is paired with a good saddle. When turtles look at mung beans, products and fans should also look at each other's appearance. Therefore, you should be cautious when looking for fans. Finding fans is never the focus, and establishing a valuable link with fans is the goal. What kind of fans are good fans?

1. It’s not important to be rich, it’s important to be willing to spend money.

Don’t like the poor and love the rich, don’t be as big as a needle, just focus on the rich. Being rich is their business, and being willing to spend money is the bottom line. It’s okay to make the cake bigger and attract a few more local tycoons, but more importantly, eat the cake in your mouth so that fans will be willing to pay for it openly.

2. The number of people is not important, but order is important (number trap)

Everyone is talking about the social economy now, but do you know that the cohesion of the community’s fans has increased rapidly with the increase in the number of community members ? It is not easy to maintain a community of 500 people. For merchants who are eager to cash out, don’t they think it’s a myth? People should still be down-to-earth.

3. Origin is not important, values ​​are the same

Most companies always like to find fans based on standardized attributes such as occupation, age, education, and income. But the fact is: Everything is false, and only revolutionary comrades with consistent values ​​can come together. What's more, it is a world like the Internet that is powerless and free from a zero-cost world.

4. This is a common cause

We need to find fans like this:

Sense of participation: Fans are willing to participate in the entire product ecosystem and put forward various suggestions for improvement on the product, such as the rice fans of Xiaomi mobile phones.

With a sense of honor, fans are honored to spread this product, like the tap water in "The Return of the Great Sage".

The article is a bit long, and I am afraid that everyone will be tired of reading it, so it is divided into two parts. Later, we will talk about how to find fans, how to keep fans, and how to make fans realize their value. Stay tuned.

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