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From the Faye Wong "Sky-high ticket" incident, why emotional marketing failed?
Faye Wong’s concert ticket collapsed. Looking back and carefully, why do fans not want to pay for the “Queen” anymore?
First: Blindly using the fan economy has led to weak consumer desire
In the current environment of Chinese music, the fan economy is still continuing to replace the music itself, but fans mean inconsistency between class and economic strength. The stands price is 1,800, which means Faye Wong has given up the usual "one high and one low" practice in concert. She abandoned fans with low-capacity consumption levels and raised the ticket prices across the board, leaving room for high-capacity consumers. However, fans with high consumption levels are usually more rational and remain sober in the fan economy boom. The final result of this situation is that most fans begin to give up, accept the reality of "unable to buy", the consumption boom is retreating, and the desire to consume is weak.
Second: Sentiment cannot simply serve as product value
As the most influential female singer in the Chinese music scene in , she is indeed a cultural symbol, but this sky-high ticket is undoubtedly a transitional consumption of her emotional capital, and the actual product value has been overestimated.
Third: Sentiment shrinks but still has reference value
Sentiment marketing itself is actually nothing wrong. Just look at the most successful companies in the world and know that many great products are selling "feelings". On this basis, Faye Wong’s previous marketing of self-feeling was undoubtedly successful. But what really fails is to grasp the standard on the road to monetizing feelings again.
Comment: In the eyes of fans, it is a goddess, but in the business chain, it is just a pawn: it is not advisable to attack and fight, but from a business perspective, similar lessons need to be wary of. Behind the consumption of emotions is common emotional support and value recognition. When many communities begin to desperately pull out their fans and be complacent about obtaining excess profits, the community foundation begins to collapse. The correct value concept (especially like Mahayana Buddhism), the kingdom is to truly seek benefits for members of the community (one of ten profits). Or from the perspective of utilitarianism, isn’t it clear at a glance what is smart and what is great wisdom?
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What opportunities can the "mini program" bring to entrepreneurs and start-ups?
mini program is scheduled to be officially launched on January 9th. Let’s see what opportunities can the mini program bring to us:
First of all, the mini program has a huge blow to service accounts. The mini program has already possessed the characteristics of replacing service accounts in the early stages. After continuous development and continuous improvement, the status of service accounts is really in danger.
, but if it is a subscription account, it still has a strong media nature. We can understand it as follows: mini programs can use the media capabilities of subscription accounts, and subscription accounts will use the service capabilities of mini programs.
Secondly, the mini program can be connected to the current public account , which is a processing and link between the public accounts with some fans now, avoiding wasting resources. At the same time, it also allows companies to establish a good brand effect to a certain extent. Specifically, for the same company or enterprise, the company's mini program can be seen in the official account, and the company's official account can also be seen in the mini program. It also shows that the official WeChat is willing to integrate mini programs into the entire product system, rather than being completely independent.
Comment: The east wind of Internet entrepreneurship is blowing, and engineers and programmers who have just entered the industry are more expensive than jewelry. In fact, many bosses don’t know that today’s PC and mobile APP technologies are fully mature. As long as you put in a little effort to learn one or two, you can spend one third or even less to get a perfect technical solution. Behind the mysterious Internet thinking is the exaggeration of Internet technology. A group of people who are just making up for their numbers have consumed the few resources of startup companies with their knowledge and knowledge. The boss should have a long brain.
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Chen Chunhua: The company is not a home
Our management has always had a very wrong view, believing that the company is a home, but this view is actually very wrong.What kind of state should a company be like? We still need to return to the attributes of the organization itself.
organizations can be divided into formal organizations and informal organizations. Formal organization refers to a collection that uses power, responsibilities and goals to connect people; informal organization refers to a collection that uses emotions, interests and hobbies to connect people. Under the concept of management, we mainly talk about formal organizations, because when it comes to organizational management, we should talk about responsibilities, goals and power.
The most fundamental trouble in organizational management is that we violate the attributes of the organization and forget that management needs to face responsibilities, goals and power, rather than cultivating emotions. When we say "a company is not a home", it means that the organization will not take care of individuals, which means that in the organization we connect with goals, responsibilities, and power, rather than emotions.
So when you find that a company pays great attention to division of labor, responsibilities and goals, you should cherish this company because it has good organizational management characteristics. When you find that in addition to paying attention to division of labor, responsibilities and goals, a company can also take care of employees' emotions and hobbies and give emotional attention, then you must love this company very much because it is a good company. When a company does not take care of your emotions and is efficient, it is a normal company; when a company is both efficient and emotional, it is a good company; when a company has emotions but is not efficient, it must have problems.
Comments: Why do you regard the company as a writer? There are certainly Chinese traditional cultural factors (respecting emotions and refusing reasoning and describing the law), and there are also the deceptive myth of the status of the workers and big brothers when the founding of the country of the country. Returning to common sense, a company is first a profit-making organization of an economic unit and a living body. It is no different from others. If a person has a bloated body, he must be removed, and if the organization has laziness, he must be eliminated without hesitation. This is responsible to the organization. Of course, if the company leaders can care about the emotions of employees and even propose to build the company into a family, this is just icing on the cake. But if you just want to lose your money, the company will be over.
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The difference between smart people and ordinary people is whether their thinking will turn
The most important word for thinking transformation is "turn". I don’t know the true face of Mount Lu, because I am in this mountain. If I want to be effective, I have to jump to the real situation, change my thinking and change my perspective.
thinking transformation method is a decision-making method that breaks through the old thinking mode and makes changes. It refers to consciously changing conventional thinking methods and exploring a new solution from different angles or even opposite directions. Usually people always think that routine practice is the only reasonable way. Once you look at it from a new perspective, there will be many unexpected inventions and discoveries.
So according to changing thinking, in order to make correct team decisions and achieve team goals with the greatest efficiency, we will intentionally set a black face in the team decision meeting, that is, a leader with changing ideas, so as to influence everyone's thinking trend. For example, the story of Sima Guang smashing a tank to save a child who fell into the water, which was rumored to be a good story in history is essentially an example of using a transformational reverse thinking method. Since Sima Guang could not solve the problem by climbing into the tank to save people, he switched to another method to break the tank to save people, and then successfully solved the problem. Sometimes, from a different perspective, the problem is solved all at once.
Comment: In life, one should not only pursue the flexibility and flexibility of the body, the soft and agile way of thinking, but also the soft and rich soul. When a person becomes hard, then she/he goes to decline and death.
Another article
Li Yinhe : Life home and work philosophy
The word "life home" will make people feel guilty at first glance. Because the education we have received since childhood and the value we have cultivated have always been the philosophy of work. Work is the top priority in life. Life is endless and work is endless. If you are idle, you will be stunned for a while and feel guilty will arise. It seems that life has been wasted and wasted.Now, some people not only propose "life" as a positive life value, but also become "life homes", which is a blatant challenge to our work philosophy. However, this kind of work philosophy, this kind of use of time and the rhythm of life, is actually questionable. There is one exception to
, that is, creative work. Just like Wang Xiaobo , he has an impulse to use novels to sow the heart; just like Feng Tang , he wishes he had to work 24 hours a day, but whenever he had free time, he couldn't help but write. According to him, he couldn't stop even if he wanted to. Such people cannot become living families, but their creation is not "work" in the general sense, it is a creative impulse from the heart. The lives of geniuses are held hostage by their geniuses. Because their geniuses are too powerful and their creative impulse is too strong, they become slaves of their own talents and must devote themselves to them until they die. For us ordinary people, the best state of life may not be anything else, but to become a happy life home.
Comment: Whether it is a painful philosopher or a happy pig, his philosophy of life should be treated equally. Of course, some so-called geniuses live in vain and regard their lives as a performance; on the contrary, many ordinary people live out the sincerity of their lives - their lives themselves have become the best works. A few days ago, I met Mr. Yao Hua (a generalist a hundred years ago, a master of poetry, calligraphy and painting) in Guiyang. A small poem: Who is not angry at young people, and still has 80,000 soldiers in their hearts. Now I have a little taste of life and cherish the reputation of Hongxiuqing. Who has entered history in the past three hundred years? Fifty thousand economy is like a meteor. If Jing'an has not jumped into the lake, he may have a graveyard with his father. Sighing.
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