If you don’t do SNS, the more you do it, the harder it will be.

　　SNS and the popular social marketing, fan economy, and social media are all people-oriented. This is a concept I have summarized over the years. No matter what, it is a concept: people-oriented, marketing methods based on relationships between people.

　　From the reform and opening up to now, in the early days, they were always based on goods, and they produced products first and then went to find someone to market. The essence of things is incompatible. Having products first and then selling is a fixed way in the past few decades. Now the situation is that more and more goods are coming, and consumers no longer have trust in goods. Now the development of micro-business is better. It is the opposite of this logic. He is the first to attract many users.

　　Now is an era where there is no shortage of goods, an era where there is a lack of people and trust, so we should also gather users first and then produce our products.

　　I divided it into two paragraphs. The first paragraph is the thought chapter and the second is the practical chapter. In fact, my thoughts are the hardest things. SNS literally means social network services. It is essentially people-oriented, not goods-oriented. You have to ignore the importance of goods and pay attention to users.

　　What is socialization? Everyone is a natural person. When two natural persons have relationships, they become social people, and there is socialization. Each of us is an independent individual. Only when we have relationships with others can we socialize. Therefore, relationships are the core of SNS. You need to know how to have relationships with users.

　　Why do we need to do SNS?

　　Why do we need to do SNS ? I have opened a Taobao store myself. The traffic is definitely getting more and more expensive now. The flow of population always flows to those value depressions. We are becoming less and less secure. We have nothing to our own, except those goods. We did SNS three or four years ago. My previous traffic basically came from Taobao. Later, Taobao stopped giving us traffic, which caused us to lose money for three consecutive months. Later, we learned from our mistakes and began to layout SNS , allowing us to survive independently without relying on any platform. Nowadays, more and more goods are available, so it is becoming more and more difficult to differentiate goods. There are too many goods and there are more competitiveness. It is actually not certain whether the goods will be sold when they encounter demand.

　　Because of trust, we often only focus on the value of the product itself, not on the value outside the product. Many of our sellers are fighting price wars every day. What we sell is not the goods, but the value. If we want to win in the future, we must work hard on the value outside the product and enhance the well-known value outside the product. This is our well-known magic weapon to win in the future. The platform is both an angel and a devil. It brings us profits from traffic, but the platform makes us lose the sales method and makes us addicted. The distribution of the platform is uneven, and anyone who bids for high traffic will give it to whom, so this is the reason why we want to do SNS.

　　How to do SNS ?

　　First of all, we must persevere and not consider making money, otherwise you will not be able to do it well. SNS needs love. Selling more goods is completely different from giving consumers more value. If you only consider making money and only wanting results, then you cannot succeed. Do not think about how much money I want to make in SNS , but first consider giving users value. For example, you sell bird's nest, so you tell customers every day how to be healthy. This is love. If you give them more love, there will naturally be good results. You cannot reverse the results and must not ignore the value provided to customers. Many people only focus on interests, and many times we are chasing sales.

　　A boss who had been working for 2 billion yuan told me that he was in pain because he reached the peak and could not break through for a long time. It was because he had been pursuing goals, from tens of millions to hundreds of millions, from hundreds of millions to tens of billions. He did not do better in providing value to customers, but had always pursued goals. The customers wanted them to buy more things as soon as they came up, and did not establish feelings for customers, so he kept barely maintaining them.

　　We must think about the essence of our business. Do you want our customers to be happy or pursue profits? If you want to give our customers happiness, then you have to work hard to do this. You will definitely live a long time, otherwise even if you quickly achieve more than one billion, there will be no room for growth. I tell you now that I hope you will be back to the wrong path. A meaningful life must be given. You are very happy when you give. Even if the sales are a little less, you and the consumers are happy, so that you can continue to continue. Everyone must not pursue results, forget time and forget the results, and continue to do it. You must temporarily forget the sense of time so that you can do it well. You must change your mind and not use Taobao to do SNS . After doing it for a while, it is like putting many products on sale, so you just open an extra Taobao store.

　　What is the value of SNS ?

　　The value of SNS is the first point to build a brand, the second point to build user stickiness, the third point to discover new customers, the fourth point to upgrade business model, and the fifth point to social e-commerce trends. Everything based on the relationship between people is SNS . Why did people start to pay attention to SNS and social networking after the emergence of mobile Internet? You will find that when consumers migrate to their mobile phones, they will spend more time on SNS . You will find that most of your consumers spend their time socializing, and the entire consumption environment has changed. Wherever the population is, business opportunities are everywhere. When the population is socializing, we have to look for business opportunities in socializing.

　　Suppose I am a seller of fruits, then I need to find places with a lot of people to sell. Then, if there are more people on WeChat, we should go there to sell goods. Although it seems that these channels cannot directly generate transactions, there will be no results without processes. If you don’t layout these channels, you will have no processes. You will not be able to connect with customers. You will lose a large number of users. Why will customers make transactions with you? The transaction is proportional to the order of your mind. The most common occurrences have the most profound impact in your mind. High frequency beats low frequency. If you want more transactions and more transactions, first of all, the frequency you need is also very high, because customers cannot buy things they have never seen before. In the order of their purchase, they will definitely buy the most familiar products that they are most familiar with. The things accepted by different life scenarios are also different. Therefore, we do socializing to increase the frequency of occurrence. When you appear in various places, they will think you are the first and will remember you.

　　Many college students say they want to join our club. They say they pay attention to us in high school. They only know that this e-commerce club is becoming more and more fragmented. If you appear the most in your area, it will affect everyone's mind and make people remember you. My employees before said whether we should make the space, but I think there are almost no friends around me using QQ space, so I think there must be very few users here and there is no business value. But later I tried it and saved the content on Weibo in the space and found that there are hundreds or thousands of views. So we cannot mistakenly think that it is wrong if we don’t understand or not. Now the times are changing faster and faster, and we must not blindly judge anything. Why do I plan QQ space? It and our original thinking are the same. Each of our stores has a target customer. Many people are focusing on their target users and constantly converting and converting within this range. But everyone must look at this business with a holistic thinking. If your target customers are 20 to 25 years old, and the vast majority of customers are focusing on this range, but will 15 or 18 years old quickly reach 20? Do you think people over 25 years old will buy your things?

　　If you want to be a brand for 30 years, you must put aside the target customers and pay attention to interests other than those. People outside the target customers have no competitive influence. If you influence the most, your interests will be more and you will succeed. More than 70% of the users in the space are born after 1995. I plan the space to layout our future users. There are many potential users in the space. Many times a Weibo account can make a brand successful. My Weibo account is both a personal account and a brand. It not only creates a brand but also establishes a connection with users, develops new customers, and also creates a business model and creates a trend of e-commerce social networking. We launched a Double Eleven prize-winning event some time ago. During the event, we added about tens of thousands of fans, which brought about more than 20 million of attention, and brought about new benefits and fans. In the future, this higher productivity will definitely replace the old productivity.

　　We plan SNS because our users have become fragmented. Our consumers have various ways of accessing the Internet. We have to follow the steps of customers, and our marketing methods have to become fragmented. User fragmentation is the trend, and we will lose sight of where the users are in the future. The second is to seize the mobile traffic entrance. This is a strategic defense. The cost of whoever grabs you is the lowest. Many things should be done as soon as possible. The safest thing is to be everywhere. If our future business wants to be safer, we must combine key points and non-key points, and it must be everywhere. In the future, e-commerce will definitely be parallel to multiple channels and multiple platforms, and centralized traffic and fragmented traffic will be parallel. We must layout SNS on multiple platforms .

　　In your mind, there must be a change in selling goods and selling value. In many cases, it is not a matter of price. Without trust, no value can convey any price, and you cannot make consumers happy. Do not limit yourself in thinking. Business is entertainment. Girls buy facial masks not facial masks but their yearning for beauty. Breathing is to exhale, and you need to let the property run continuously. If you give the user a lot of value, you will also get the corresponding value.

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