These days, I have been flooded with the screens of "I Am Not a God of Medicine". Inspired by my circle of friends, I finally went to the cinema to watch it. The movie was indeed well shot, and the plot was tear-jerking.
The plot of the story is also quite real. It tells the story of how a middle-aged Shanghai-greasy middle-aged Cheng Yong, who was looked down upon by his ex-wife, too poor to afford the rent, could not afford to raise his son, and barely survived by buying Indian magic oil. By chance, he took a path to save people who helped chronic myeloid leukemia to purchase Indian generic drugs and ultimately achieved self-rescue. I won’t spoil the specific plot here. I’ll recommend it to you.
Today I want to share with you my thoughts after watching this movie. As a community practitioner, what do you think after watching this movie? I learned and saw a lot of details of the community from this movie, including the community team, community business, the birth of opinion leaders, community fission, etc. Next, I will share with you one by one:
1: About the community team
The "Medicine God Team" in this movie is very interesting. I found that their combination is divided into five categories: those who know business (Cheng Yong), those who have supply channels (Cheng Yong), those who have customers (Lu Shouyi, Liu Sihui), those who work hard (Huangmao), and those who know technology (Pastor Liu knows English). This combination can be said to be a necessary combination for community entrepreneurial teams. None of them is indispensable. Reflecting on yourself, does our community team have these types of roles?
How was the community team born? Lu Shouyi, who was also a patient in the movie, found Cheng Yong and informed him of this business demand. In order to save his old father, Cheng Yong finally chose to take the risk and start a "entrepreneurship". At the beginning, there were only these two people in the team. After purchasing the goods, he started to sell them in various hospitals. Later, he found that this method was ineffective at all. Finally, he chose to find a key channel: group owner, through Lao Lu's recommendation, Liu Sihui and Pastor Liu also joined the team. From this point, we can see that the team was big in the early stage. Some of them are recommended by friends around you. When you encounter the market cannot be opened on the road of entrepreneurship, you must adjust your direction in time; and Huangmao's joining is purely a coincidence, because it is also a hemophilia patient and is all for curing this disease. Finally, they also joined the community team to start a business together. This shows that the entrepreneurial team is destined to be incomplete at the beginning. As long as you are determined, even if there are few people in the early stage, as entrepreneurs, you should set out first. It will be more reliable to meet like-minded partners on the road.
Three key points to the birth of a social team:
①Uncomfortable interests. As a businessman, Cheng Yong saw a market through Lao Lu, and began to try to do purchasing agents through his own relationship of selling Indian magic oil. Later, by establishing a channel for group owners, this batch of medicines was sold well, which made the health of several of them show signs of improvement. At the same time, he also made a lot of money, improved his life and slowly restored his family to peace and happiness. Since they started serving these patients, they have been together often. How can they live? They make money by selling these Indian medicines. The best proof is that the company and two bottles of medicine appeared in the movie.
② Give the team dignity. A scene in the movie is that the bar manager asked Liu Sihui to perform on stage. Liu Sihui did not refuse. Maybe she wanted to make more money. Cheng Yong, as a boss, stopped Liu Sihui from performing on stage and used a lot of money to invite the manager to perform on stage. Finally, the manager came on stage under the temptation of money. Liu Sihui was completely released at that moment, shouting to let the manager go to the stage... As a boss, it is more important to get a salary. Living with dignity is the yearning for countless people, and so is the workplace.
③ Close collaboration, Cheng Yong is responsible for connecting to product channels, the pastor is responsible for telephone communication, Wang Sihui is responsible for connecting to group owners, Lao Lu is responsible for data statistics, Huang Mao is responsible for logistics and transportation, and everyone in the team is collaborating and being able to fail to lose the chain in the entire business process. This is already amazing. Looking back on our own business, we always feel that some people are lazy or not on the same channel, which leads to inefficient communication between teams and mismatch in collaboration capabilities, etc. If we can cooperate tacitly, the chance of success of entrepreneurship may be greater.
2: About Community Business
In reality, it is difficult to monetize our community. This movie has already told us how to build community channels. We will find that the key channel here is group owners . In fact, our merchants are also doing this, either building their own communities or looking for external group owners to cooperate. However, the cohesion of our current community owners is far from as strong as that in the movie. The call energy of each group owner is insufficient, which leads to the fact that the monetization situation based on WeChat community is not very optimistic. It can even be said that online promotions and fissions are very distorted. The products of the company are not really what users want. Most of the self-built communities have no emotions and warmth. Almost all are oriented towards sales, and users are also very resistant.
From the movie, we can see that the group owners at that time were basically influential in their respective groups, and the relationship between the group owners was very strong. I was wondering why these group owners could have such a tacit understanding? One reason is that they are also patients, and the second reason is that they can still make money by doing this. Back to our own corporate community, how did we do it when we build community channels? Just pull people in and sell sales! Or go to other people’s groups to advertise, and your own product pain points Either they didn’t find the right person, but were based on advertising logic, or were based on interests, and did not sell products from the way of solving problems. This leads to extremely unstable social channels. This is why many companies today want to build community channels when establishing communities. We may need to independently incubate and cultivate WeChat group owners, and these group owners are fans of their own products or culture. They cannot just look at interests, and they can’t do things without being proactive.
3: About community fission
In the movie, the Indian factory was sealed by the local government. The medicine was bought at the local retail store, but the price was 1,500 yuan. In the end, Cheng Yong decided to sell it for 500 yuan. Chen Sihui spread the information through the QQ group, and told everyone to keep a low profile and not to spread it. This information was forwarded by many group owners of patients in less than a minute. At that time, the screens of the cinema were filled with information from various QQ groups. Only at this moment did I feel what community fission is.
In contrast, in our community, do most groups ask users to forward the Moments first before they can enter the group? Are these forwardings sincere? How many people choose to delete or set it to be visible to only someone after entering the new group? These seem to be a kind of fission, but in fact they are a kind of false fission. The fission we want is that users' behaviors that spontaneously spread based on identity, emotional expression, and sense of self-honour can be called real fission.
4: About the Opinion Leader
Two clips in the movie explain the community leaders well:
Clip 1: Huang Mao was about to go to the toilet and suddenly saw the police asking about the security guards' situation. The security guard told them about the scene of their cargo. Huang Mao felt that something was wrong. In order to save Cheng Yong, he finally chose to cheat Cheng Yong away. He drove alone to lure the police away. Finally, he was hit by a truck on the road to racing;
Clip 2: Cheng Yong was eventually arrested and sentenced to five years in prison. Outside the police car, both rows were full of rescued patients coming to visit him, and they took off their masks to let Cheng Yong see them, which was a goodbye.
I was touched when I saw these two places. It is really not easy to be a community team. In order to serve my users well, I have to pay a lot behind my back. Although I don’t have to give my life today, their efforts are sincerely serving the users. On the other hand, we, the group owners, are doing today? What are we group owners doing? They just want to make money from users!!! The users have no gratitude at all, and they are even hostile in their hearts. This proves that there are still many group owners today that have not done it well!
As the core figure of a community - a spiritual leader (group owner), I obviously give more than I get. Many group owners are saying that I want to build a personal brand, but I am not willing to spend time with users or sincerely serve them. You should know that a true opinion leader must make enough efforts to become the spiritual leader of a group of people. The community is far from making money as the only criterion. It is more of a responsibility to group members. It uses its words and deeds to influence and infect a group of people, drive the transmission of positive energy in society, and make our lives better!
2018 community membership collection. If you are studying for the community, your industry resources are OK. If you want to monetize the community, please join us. Registration method: submit a message online or add WeChat mwd191
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