Reading objectives: Dear friends, we learned the first 7 core elements of the composition of new commercial species in the first 5 days. What do you remember? Today, we will make a unified review at the end of the article to give everyone a comprehensive macro understanding. Now, let’s learn about the last core element - "Personalization"
We often hear the word "personalization", but we always seem to be unable to say what it means. How to understand and find practical references in life? Let’s start today’s reading with questions!
--- The essence read ---
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The materialization of personality
You must have such people around you. They have obvious label attributes, and they have been become "technical masters", "PPT experts", and "speakers". If you encounter related problems, you will ask them to solve them as soon as possible.
This era will change, the industry will change, and companies and institutions will be split and reorganized, but their label is a mobile iron rice bowl.
If you plan yourself with business thinking, cultivating your own "irreplaceable tags" will be the first thing to consider.
Luo Ji Siwei and Luo Zhenyu that are worth mentioning.
Luo Zhenyu saw the empowerment of the times to individuals. When he was at CCTV, he tried to go from behind the scenes to the front stage no matter what. Luo Ji Siwei relied on the personalized Luo Pang to establish trust and endorsement in the early stage. It set a precedent for receiving millions of “hard fans” membership fees in 36 hours.
And all the "hard fans" are willing to spend money to buy a virtual network "membership" because of their trust in Luo Pang himself. In other words, Luo Ji's thinking in the early stage was completely supported by Luo Pang's personalized endorsement.
Like this, a big V like monetization is quoted from Mr. Wu Sheng’s book: “The objectification of personality is to replace emotionally brought by connection.” This is similar to why “Internet celebrity stores” we mentioned before can be sold. They all use personality to convey emotions, thus forming material transformation. Logic such as
is often surprisingly high in conversion rates. For example, if your favorite celebrity opens a hot pot restaurant, will you go and eat it? A famous musician produced headphones, would you buy them? In extreme cases, the female online anchor you like asks you to give me a reward, and then listen to your command to sing and dance, will you give me a reward?
This is the logic of personalization.
02
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Object Personalization
Object Personalization enables the target consumer group to connect and interact with the object emotionally to generate empathy between groups.
The author mentioned that from objects to emotions is a process of empathy. This framework of objects from objects to people integrates products into the concept of personality.
The book "Handling" mentioned a particularly representative example to share with you:
In 2015, a glasses company in the United States was "surprising" and was elected as the first in innovative enterprises in the magazine " Fast Company " (Apple ranked second in the same list). Can you guess what interesting tricks a glasses sell can come up with?
In fact, the business model of this glasses company is also very simple: customers first select any 5 pairs of glasses on the website, select one or several of the 5 pairs of eyes that are sent to the door for free, and then send the unnecessary ones back within 5 days. Each pair of eyes is only $95 (the most common pair of glasses in traditional American glasses stores cost around $300), and then it is difficult not to be moved by using simple, exquisite and fashionable web pages. With the theme of Rebellious spirit and buy a pair, give a pair (buy one, donate one) charity.
The theme of the spirit of resistance coincides with the traditional American personality. With the blessing of charitable personality, the personalization of things is well conveyed.
The core of personality consumption is still the recognition of "experience and values". All consumers who buy this pair of glasses buy not only their eyes themselves, but also their "resistance spirit" and charity opportunities.It will even actively spread it with relatives and friends, as well as on social networks, bringing continuous benefits to this eyewear store.
empowers things to personalize and interprets brand personality in a way that conveys values. Then use mutual recognition of values to gain user cognition, so as to generate dependence and resonance with users.
This is the personalized logic of things.
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Personalized content
The concept of this is difficult to understand, but it will be more helpful to everyone's cognitive upgrade.
The definition given by Mr. Wu Sheng is: the subject moves towards a new meaning and a new personality will eventually be defined by the object. This object may be an event, an object, but its essence is content. How to understand
? For example, " Fantastic Beasts Where to ", which was released in November 2016, was called the "Harry Potter" prequel by J.K Rowling.
Here, "Harry Potter" comes out of the main body, and "Where Are Fantastic Beasts" is the object.
But in fact, the two are very little related in the plot. It is this way of breaking the new work and the main body's predecessor, which makes them achieve each other and prompts fans of the original Harry Potter to pay for it.
Yesterday we talked about all business in the future. Good head content is always a scarce product.
Today we mainly interpret the mutual blessing of personalization and traditional products. Have you ever thought about what magical things would happen if the good head content was combined with personality? Has any company been successful with such a business model?
The answer is yes. NetEase Cloud Music is a very representative company in personalized + content.
Some people say that NetEase Cloud Music succeeds because of the intelligent recommendation algorithm. In fact, what is more important is the community attributes of NetEase Cloud Music. When users listen to music, they are easily attracted by the comments below.
. If you look at the comments that like tens of thousands of times, most of them are jokes or stories. These contents make it personalized to users not only listen to the song itself, but also to personalize the cold songs through the blessing of the content, so that the user is particularly sticky.
From this logical basis, it is not difficult to understand the reason.
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8 basic elements of new commercial species
To this day, we have finished talking about the eight elements of new commercial species. Let’s make a summary and review and sort out our cognitive learning achievements in the past few days.
At the beginning, we learned the significance coverage and the importance of counter-experience of new commercial species with the rise of Toutiao and Luoji Siwei. For more detailed and scene flow concepts, we explain through the scenes of the internet celebrity store and game experience. Then we use Ant Huabei as an example to illustrate the importance of modern business credit to individuals and institutions. The three levels that differentiate design power from design itself are: product design, cultural design, and business model design. Mixed content points out the principle that all products in the future are content and that top IPs are always scarce. Today, we have realized the necessity of personalization. The output of personalized values in the new era of species is the greatest commercial value of this era.
It is worth mentioning that so far, no new species has these 8 elements at the same time, and we do not need to deliberately pursue more factor fits, but work hard towards one or two core elements and slowly polish and optimize our business model.
As for individuals, I always think that a person is also a company. In this era, only by operating himself as a company will he become a mobile "super individual". I hope our explanation of new trends will be helpful to everyone’s personal cognition and future development.
Conclusion: Today is the sixth day we have read together. We have learned all the eight major elements of commercial new species above. If you have any questions during reading, please discuss with you in the comment area.
Everyone already knows the 8 core elements of new commercial species. So, what should we do in the future, or what opportunities should we seize to join the ranks of new commercial species? Tomorrow, I will interpret three opportunities for new species in the new business era together. See you tomorrow.
content shared from "Ten Points Reading"
