About marketing, Douban and the bad movies of this year

　　What is a good movie? What the audience likes?

　　No!

　　Because most of the time the audience doesn't know what they like.

　　Why was Jobs great? Because what the boss of Qiao does is not what fans always like, not what fans expect from big data statistics, but is truly surprising and good products.

　　Let’s talk about the recent messy Douban bad review incident, the matter is very simple, the movie is a failure, and I need to make up for it. How to find a supplement? Stop the blame.

　　The reason is also ready-made. As a secret that can be told - everyone loves it, but this time it is used on themselves. There are reasons to find a failure in the movie, and "bad comments affect Chinese movies" are a good pretext. It is natural for black fans and navy soldiers to make a single star and make a prank review. What's more, with capital entering the film industry in a big way, there are also a few self-media and film critics who are not honest, and this conclusion is not unacceptable.

　　Why is it under the big banner of "one sentence is worth ten thousand sentences". Douban's "professional rating" has quietly been offline.

　　But next:

　　People's Daily Comment Edition: Chinese movies must have a stomach that can tolerate "one star";

　　People's Daily Overseas Edition: The childbirth does not ruin Douban;

　　But he broke back the public opinion. At this point, Douban has improved the scoring rules and optimized the website system, and the film company has also found a step forward in the market. Hello, I, Hello, everyone.

　　Regarding the topic of "The Future of Chinese Films", we can't talk about it, we will only talk about marketing.

　　1. If the cow doesn’t drink water, force the head to press?

　　As soon as the highly anticipated "Ferryman" was released, it received a lot of bad reviews. As the pioneering work of Alibaba Pictures, it was a shame. If you want stars, you need Lu Han and Anglebaby, you need strength, you need Wong Kar-wai, Tony Leung, Takeshi Kaneshiro, and Eason Chan, you need resources to have the super thick legs of Alibaba, but it still messed up.

　　Wong Kar-wai, who has always been aloof, ended up with a sentence "I like" that makes you lose your temper. For various reasons, celebrities from all walks of life are forwarded "sincerely". The situation suddenly fell into an embarrassing situation, which is quite like a déjà vu of the emperor's new outfit.

　　At this time, the non-famous young actor Wang Chuanjun's words "I don't like it" immediately gave the people who were ejaculated with emotional vents. He commented more than 30,000 yuan, and it became a hot search.

　　In the Internet era, the monopoly of the right to speak will not work, and abuse of the right to speak will also consume one's own character.

　　If we were able to play marketing by cheating and cheating, now the probability of playing is getting higher and higher. Marketing has to return to its original appearance more and more: recommending good products and services to the right people.

　　Interestingly, Wang Chuanjun, who spoke up for his righteousness and opposes for forcibly marketing, inadvertently brought a wave of rhythm to his starring in "The Death of Romantic".

　　2. It’s not good to behave like a good person

　　?If there are people who say the best movies in 2016 may be debated, but if there are the first magic movies in 2016, a large number of people will definitely nod their heads in "The Legend of the Gods". It has gathered all kinds of big names such as Jet Li, Tony Leung, Fan Bingbing, Huang Xiaoming, Louis Koo, and others, and is produced and distributed by industry giants like China Star and Bona Films, but the results are really unbearable to look at, and it is simply a pity for people to die. This is probably what all fans who were "scammered into the cinema" by this star want to say. It seems that movies are no longer movies. Is it a movie to get a group of celebrities to save up a game and shoot a few pictures of four or six?

　　We have talked too much about marketing this year, but it seems that many people have forgotten the premise of marketing. It is because there are too many good products that consumers cannot choose, so they need marketing, rather than good marketing methods and great marketing methods. In the past few years, it worked when everyone had little experience, but now it is getting harder to fool. The sadness of the well-known film industry is to use the product manager's mind to make movies. In fact, this principle works if it extends to all industries.

　　You can't just rest assured that you have some marketing highlights and a large number of media resources and leave your products behind. Business is a combination of virtual and real. In recent years, the power of virtual has indeed increased significantly, but you can't just do it.

　　3. Excessively overdo it, be careful to play and smash it

　　At the end of the year, at Faye Wong's concert, the sky-high tickets began to spread in a small circle of friends. The people who were obsessed with melons couldn't help but sigh, "The Queen is the Queen, it's amazing." This is just a topic of discussion, but when the sky-high tickets became a real number for the ticketing website, and Wang Sicong pointed out the inside story behind the sky-high tickets incisively, things became less fun. Although it is hard to buy a thousand gold coins, I can’t really want my thousand gold coins.

　　Fan trust is a consumable and cannot be wasted casually. Not only the entertainment and cultural industry, but even expanding to all industries, trust will be an increasingly important market resource. Because user time is the most important strategic resource in the Internet era, and trust is the only way to obtain user time. It is understandable to speculate on some sky-high tickets for the sake of market gimmicks. After all, there are not many people who buy it, but it really violates the laws of the market and overestimates your own value...

　　Some time ago, there was no news that there were scalpers who wanted to jump off the building because of the iPhone 7?

　　4. Fishing through the lake, making mistakes become improper

　　In 2016, the most lively thing was not the classic movies, but various movie fast foods under the banner of sentiment. Because of the existence of brainless fans and the existence of a large number of viewers with diverse viewing flavors, the box office of this type of movie is not bad, which makes those who are at ease making movies no longer feel at ease.

　　This is not normal.

　　Feelings should be a luxury. But in recent years, sentiment seems to have become the darling of the capital harvesting market. You can pay for any sentiment by simply grabbing it. Fans’ trust in the e-commerce industry is hard-won. In this way, the one who is really making movies is the one who makes movies in the end.

　　As the Chinese become richer and the middle class grows stronger, the cultural consumption market will be astonishing. Not only cultural consumer goods such as film and television and music, but also simple selling of e-commerce has to attract Internet celebrities, bring some emotions, labels, and a little different value. How to get a piece of the pie in the next cultural feast? I have a few opinions here:

　　1. Good products are always the first priority. The economic foundation determines the superstructure. When it comes to business, it is the product that determines everything. Marketing is always the icing on the cake. Even if the effect is amazing, marketing cannot be overwhelming.

　　2. Cherish the trust of fans. Fans are always the most forgetful and ruthless. Once you cannot provide value to your fans, your fans will ruthlessly abandon you. On the other hand, as long as you can provide value to your fans, you don’t have to worry about your fans’ betrayal.

　　3. Be cautious in commercialization. Capital can make you make money faster, but people should look at the long term, learn to restrain themselves, and not hurt their foundation for temporary benefits.

　　4. Avoid over-marketing and do not try to control the masses. The eyes of the masses are sharp. No matter how strong you speak, if you lose your morality and no one cares about it, it will be meaningless.

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