Homecoming of Rebirth

"Your erudition is meaningless in the eyes of a person without knowledge."

"Your eloquence has also become a shortcoming in the eyes of a person who doesn't like gossip."

"Your aesthetics may not be recognized."

"So, each of us has our own social currency, but the circulation of each currency is different."

"To put it bluntly, you are a socially rich person in front of A, and every currency has value. However, in front of B, you may be a socially poor person."

"When you're in that situation, you don't get the satisfaction of sharing."

"Then, since this is human nature, we instinctively look for social currency that has high circulation and is recognized by most people."

"then……"

Liao Fanyi's heart was shocked, and he blurted out, "Big G! Beautiful!"

Qi Lei: "Yes! This is the consumption logic of luxury goods, beauty salons, and luxury cars."

"Because luxury cars, good looks, Hermès bags, all of these have attributes of social currency."

Qi Lei didn't want to be a joke at all, "But here comes the problem again, not everyone has good looks, and not everyone has the purchasing power of luxury cars and luxury goods, what if you don't even like them at all?"

"Then look for other widely circulated social currencies!"

This time it was still Liao Fanyi, "a national topic, and a tonal consensus with luxury attributes."

Qi Lei: "That's right!!"

"This is the marketing direction of Pangu 2.0!"

Review Qi Lei's marketing strategy. From the press conference, Qi Lei gave the Pangu system a framework - [Fashion].

At the same time, another framework is given to the blog - web2.0.

It is equivalent to Qi Lei spreading a topic, a hobby, and a consensus.

However, this consensus is isolated, and only he himself is speaking, so it does not have the attribute of social currency.

Then, in the past few months, Qi Lei has been doing one thing, which is to constantly consolidate these two frameworks.

The same is true for the Pangu exclusive icon of the blog, and the same is true for the personalized dress of the Pangu privilege.

Including the main face of the blog, it is also an unconventional behavior of Qi Lei, an unconventional boss.

The trending search for Wang leather pants, the presence of various popular idols...

Until the release of Jay Chou's new song, Jay Chou became popular, which completely detonated the topic of the whole people on the blog.

You will even find that official ministries, major companies, Shangbei government, etc., have never mentioned such topics as supporting Pangu in their official blog posts.

All information orientations are focused on one hot spot - web2.0! !

The era of user-generated content.

In the past few months, not only did the press conference downplay the Pangu system, but Qi Lei never mentioned the Pangu system except for the "fake news" that crushed Microsoft - the Pangu celebration party.

He is devoted to blogging, and the whole network seems to be devoted to web2.0.

web2.0 is a topic, a topic for the whole people!

Just say that at present, when young people meet, the most fashionable topic is the Internet.

Then Qi Lei's goal is, as long as young people mention the Internet, they must mention web2.0.

web2.0 can make young people appear tasteful and tonality.

But here comes the problem again. When it comes to web2.0, we have to mention the Pangu system, which cannot be avoided.

Without the Pangu system, you don't even have a normal blogging experience, so why talk about web2.0?

Therefore, users are passively accepting the Pangu system.

In other words, the Pangu system and the blog are highly bound, so the Pangu system and web2.0 are bound.

Later generations called this - "speculation concept".

The most typical examples are Tesla and Apple.

After Musk took over, Tesla pushed the concepts of new energy and autonomous driving much more than he pushed Tesla.

So much so that the public is about to bind these two concepts to Tesla.

Not to mention Apple, Apple defines the smartphone.

Back then, in the era of Apple 3 and Apple 4, owning an Apple was considered the most cool and fashionable existence by everyone.

It is also the most widely circulated social currency.

However, the difference between the Pangu system and the two is that Tesla and Apple had no rivals when they first started.In other words, it is very strong and has product power.

However, the Pangu system is not working, so the big Microsoft is blocking it there!

That's why Qi Lei wanted to downplay the Pangu system.

Only by diluting the Pangu system can the public not focus on technical issues.

Then why not just fry it, but go around it?

Still a Microsoft problem.

Throughout the marketing process, Microsoft actually did two things wrong.

First, follow up the concept of web2.0.

From the moment Microsoft decided to solve the user experience solution, it was tantamount to agreeing with Pangu's direction and becoming a follower.

Although users have not realized that Microsoft has followed Pangu, subconsciously they will think that Pangu is at least in the right direction, which virtually proves the significance of Pangu's existence.

Let Qi Lei's press conference change from "a company proposes a new concept" to "a company implements a leading concept".

This is qualitative change.

And the second mistake made by Microsoft is the result of Qi Lei's constant pressure and pursuit, which is to lower the price.

The price cut...is the deadliest thing! !

"Why?" The people present didn't understand, "Why is the price cut wrong?"

Qi Lei, "Because commodities are used as social currency, there is an additional condition."

"what?"

Qi Lei, "Tunality!"

"What tone?"

Qi Lei, "Do you think Hermès will lower the price because there are too many counterfeit bags posing a threat to it?"

Everyone, "!!!!"

Pointing to Zong Baobao and Zhou Xiaohan, "Suppose, both of them took a limited edition bag from Hermès, worth 10,000+."

"As soon as two people meet, through this package, they can initially judge the other party's taste, wealth level, and whether they are of the same type. Therefore, a common topic has emerged, right?"

The crowd nodded.

"Then, the baby's bag is fake, and it cost 200 yuan to buy in the wholesale market. If Zhou Xiaohan finds out, what will happen?"

Everyone, "social failure."

Qi Lei, "Then, Hermès lowered the price, and Zhou Xiaohan's bag sold for 300."

"Depend on!!!"

As soon as the young eagles shook their hands, it was a tragedy in the world!

Zhou Xiaohan can die of anger, my real bag is about the same price as your fake bag, so what's the point of me carrying it?

As for Zong Baobao, what are you pretending to be for a 300 yuan piece of crap!

Qi Lei: "The Pangu system is for this reason."

"It has fashion attributes and is a national topic."

"It's like on the legend forum, if you haven't played legend, you don't have any friends."

"If you drive a Xiali in the Mercedes-Benz Club, you won't be able to make friends."

"However, Pangu lacks tonality, and there is a window on it!"

"This makes the purchasing power of the people who hold Pangu [social currency] not strong. No matter how fashionable you are and how popular you are, you are still not as good as Microsoft!"

"Your currency value is low."

"It's the same as carrying a fake bag."

"But, Microsoft lowered the price, 45 yuan!!"

"Essentially, it's not that Microsoft has lowered the price, but that the Pangu system has appreciated in value."

……

※※※

In later generations, making products have social currency attributes is almost the ultimate goal of all merchants.

This theory can explain the marketing logic of luxury goods.

Take watches for example. In the era when everyone owns a smartphone, it is the easiest way to obtain time information. No watch is as accurate as the time on a mobile phone.

Logically speaking, watches should be eliminated, right?

But on the contrary, after the popularization of mobile phones, the sales of luxury watches continued to rise.

why?

Because the watch has risen from a daily timing tool to a social tool.

Don't say it is an ornament, an ornament is the understanding of ordinary people.

Technically, though, all decorations are social tools.

No one would wear a 10,000+ watch, a famous brand, or a famous bag, and would not even leave the door.

The purpose of buying luxury goods is not practicality, but display.

When a person lacks other social currencies, or other social currencies are not enough to meet social needs, this is the simplest and most direct way to improve social identity by using outside oneself.

(Let's talk about the facts, not admiring luxury goods, don't give the old man an upper line.)

And don't think it's just for showing off, it's in nature.

Think about it, children are little artists, whether they draw with crayons, or carefully dressed dolls, or Transformers with cool shapes, they are all immersed in the joy of manual activities.

However, no matter what work the children make or where they do it, once the work is finished, what is the first thing to do?

It's about showing your work to others.

In fact, we are inseparable from sharing in our lives, and we are willing to share ourselves.

Studies have found that more than 40% of what people share is about personal experiences or relationships.

Similarly, more than half of the microblogs and circles of friends in later generations are centered on "I".

Not vanity, but sharing can make people feel satisfied and comfortable.

[Social Currency] is a theory based on the nature of sharing.

Scholars of later generations believe that [social currency] has three functions:

First, let users who hold the same social currency appreciate and recognize each other;

Two people who also blog and use the Pangu system at least have a common topic.

Second, let users who hold lower-level social currency feel envious of higher-level social currency holders;

You can dress up with Pangu's personality and upload audio and video files, but I can't, and the two of us will have no common language.

However, if most of the people around me use Pangu and blog, and I am the only one who does not, then I have only two choices, either to be socially isolated, or to blend in.

Third, let users who hold higher-level social currencies feel that they are scumbags, and those who are lower-level are scumbags.

In the past, Microsoft was expensive, highlighting its performance value.Now that Microsoft is also cheap, what else is there to be ashamed of?

It's not as good as Pangu, who has personality, fashion, and can blog.

Therefore, not only will Microsoft not succeed in attracting customers because of low-price marketing, but it will become scum.