"Editor's note" Lei Feng network author community and fans is more like a social capital generated by the Internet, which contains the brand value of social capital but has more meaning than the value brands, and obviously changes the cost structure of the product. If you would like to ask: the fans, what are the root causes? Come exploring with the author's fans behind the economy's products.
When views are "what is a nail with a hammer" and "when you pour the water away child" when a simple repeated between the two, able to survive often just following the dichotomy of superficial errors. Perceptions of Internet thinking seems to be walking into this cycle. Seeking mania of Alchemy is always very easy the search for transcendent rationality, then found that there was no effective after Alchemy, the party will feel frustrated and deceived, and run to another hot spot, while those things of value are also being abandoned. Givenchy iPhone 6 Case
Social capital
Apple Watch published Taobao appears immediately after the Android version of imitation goods, assuming this is not a joke, make it up with Apple imitation Watch-like capabilities and experience, that people will Watch it as Apple with it? Answer is obvious, people used to explain this phenomenon with brand value. Image, and some companies are more like an organism, and his associations between users and is not limited to commodity a physical side to address a particular need, also extends to the spirit world, to create a unique feel. This is an old story, but the Internet was established after the General Association between man and man, things have changed.
We assume that without the Internet, take a look at how a good brand businesses can pass their information to the outside.
Gree such enterprises for when no Internet in people's minds to create "good gree air conditioning made" this recognition must be dependent on the match between marketing and product, successfully confirmed result is part of the "good air conditioners gree" such propaganda. When the next person approved for air conditioning may be more gree air conditioning and other brands, weighing factors such as price function, preferably in the same condition of gree, and if asked by a friend that the air conditioner, then he may help promote.
Information transfer is basically a passive trigger when someone produces a corresponding demand, it will recall the corresponding brand. Whenever the company to pass on new information, it was those marketing methods to do it again, such as playing a variety of advertising, flyers, and let everyone know it with new products.
After the Internet, things happened a little change, most people's attention to new products or a passive trigger, but from person to person, people associated with the General information made possible an active interest. What people will notice the millet is not doing new things? Real fans will.
Crossing the chasm in once the users are divided into five categories: technology enthusiasts, early adopters, pragmatists, conservatives, skeptics, and that once the product coverage to pragmatist means that products entering into the mainstream market, but early adopters and there are insurmountable divide between pragmatists.
But if you have 100,000 iron powder, combined with traditional means, the fact that this gap was filled in with. Iron powder for the 100,000 active interest in your products, actively spreading your product experience, whether the key points into your product value.
This pure brand value has not been the same, fusion between the fans and a lot of things, purely from a business point of view, at least, it is a new channel, corresponds to the traditional business model of it at least will affect advertising, channel and inventory.
So the community and fans is more like a social capital generated by the Internet, which contains the brand value of social capital but has more meaning than the value brands, and obviously changes the cost structure of the product.
Brand value will be converted into cash in the balance sheet value of this social capital should also be converted to cash value, though haven't seen conversion methods (Business School professors consider it ... ... ）。
I recently read has Subversion type innovation study social new out of ascended four books: Internet worldview, Subversion type innovation, products type community, fine benefits venture methodology, above of content is equivalent to is this four this book of is book review, is introduced social capital this word is is because I personal think from this perspective Shang more easy frame up Internet thinking and traditional administered by thought between of bridge, after all a enough to Subversion products cost structure of economic form is more worth caused note of.
Perspective in particular, but is not talking about new content, ascends in four books as well as many many people described in the article, so there is no further, to say few people mentioned below.
Fans of anti-commercial nature
Emotion will have an active interest in, will have a fan, it's like most people will notice their own kids, but this will not concerned about whether the House next door caught fire. But the essence of business interests, rather than emotional, so that the fan is inherently anti-business. This looks very strange, all intended to make money, but the purpose is not to be, at least, not just this. This means that the merchant did not place for fans of pure, because conception is false, so called fans are just a fool.
If you want to look for fans of roots, the first to look at the product level.
Each of those three levels depend on rationality, aesthetics and emotions.
First products with specific features address specific needs as the starting point, products are tools.
PC, printer, photocopier, Word is such a product. Evaluation at this level is good or bad depends on rational, rational will tell us exactly with this product are dissatisfied with our needs. Most of the products are at this level, price/performance, runs on this level is equivalent to mean stress their differences with other products.
Second level products are added aesthetic value outside the function.
Luxury goods should always be this line of thinking, but this practice with any electronic product should originate from Apple. It is difficult, although many products can claim to do that, but obviously this and gained commercial success seems to have only Apple.
Third-level products in addition to the functional and aesthetic, also injected an element of emotion.
For Kant aesthetic is a cold bridge between the real world and moral and emotional world. This should be on, so aesthetic to the extreme will inevitably rise to emotional dependency. Reality never heard of Apple in how fans running, but so many fans still can be a circumstantial evidence. But emotion is not originated from aesthetic to its source and is highly complex, and their child is not necessarily beautiful, parents will love it when the product itself is injected after the emotion, it might resonate with users, for example, we often say that the spirit of geeks, but it may be small compared with the aesthetic.
Three levels of product stack, but apparently only entered the third level can really accumulating social capital. Apple is unintentional, millet was intentional. And whether it is derived from the second level third level or go directly to the third level, at an early stage it is anti-business, and geek spirit or the pursuit of perfection is not in line with profit maximization. Jobs follow circuit board layout will look good, this is equivalent to an uncertain future when in fact spend commercial dimension overwhelming environment, this is unlikely to happen. So fans are anti-business, although it may bring more commercial revenue, but in reality this is not necessarily the best means of getting commercial interest.
Marketing in a delicate role to play in this process, crossed the line just a bit easier to create false, and on the premise of more and symmetry information, false will be quickly exposed, which in turn can damage one's social capital. So the premise that marketing was true.
If bones also is purely of businessman, so regardless of fans economic and Internet thinking are will became marketing of means, this is not long of, will in short-term performance out playing monkey people of nature, key is who willing to Dang monkey does, so said fans economic and Internet thinking bones and marketing most when is conflict of, although more of people more willing to put it as a is marketing of means. Also commercial dimension is too strong, overwhelming the rest.
Fans of this border
Along the above lines, an obvious conclusion: Internet thinking, fans started economic threshold is a little high.
80% products mainly rely on or use functions to address specific user needs. Build fans really need to set aside interest and spend "money", but in reality more often is that we need to hurry to make money, or hurry up market share and user.
Reality is utility and create fans need a little aloof, perhaps not much, but this is in fact will filter out a lot of people. This highly depends on the nature of the parties.
Aesthetic is free, and seemingly inconsequential places cost a lot of money, and this costs the user does not necessarily buy it, so plenty of cash flow is not better suited to focus on features and platform features, such as Ali.
Fastening the emotions it is put does not come, so it's not that character style thing forcing yourself to do that, estimated to be worth the candle. Givenchy iPhone 6
In addition, it also has certain requirements on time, new classes, new models are more likely to start fan economic applications and the Internet thought. Because that's when you can and opened a wide gap between existing products, giving in some intense stimulation, and once entering the mature period of stability, it would be difficult to reflect significant differences in what they do, mediocre things naturally there won't be any true fan.
Concluding remarks
When we understand that when a methodology, normally, we not only need to understand the methodology itself, also need to understand the methodology of the border. Both of which do not will be at the beginning of this kind of phenomena, extremely fanatical "have a hammer, everything is a nail" and then beat effects after seeing no Midas touch will get disillusioned, then enter "pour the water out when the children". After all, nature is to see through the appearance, or it will become simple again.
"The author" Li Zhiyong, app: zuomoshi (wonder)
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