Top of the big era

Throughout the class, Zhou Buqi's key points were consistent. Just like his opening remarks, he wanted to propose a market operation model that was more advanced than that of Steve Jobs.

Apple is doing very well, and technology companies around the world are learning and imitating it. Many technology tycoons even dress and imitate Steve Jobs.

Apple is good, but not the best.

Zhou Buqi understands the Internet better than Jobs. He wants to promote a more advanced marketing and operating model than Apple in these companies in the Ziwei galaxy. From this perspective, he brags that he is stronger than Jobs, and he also Not an exaggeration.

Finally, Zhou Buqi made a brief summary.

In the past, 50%-90% of advertising was wasted. Advertisers spent too much money but failed to achieve the desired advertising effect. Precision marketing is the essence of the Internet.

The so-called precision marketing does not necessarily mean personalized recommendations on the Internet, and the traditional model may not work. In the final analysis, we still need to tilt the idea of ​​​​mass communication towards niche communication.

Promote a concept of "community economy", "fan economy", "niche consumption, circle economy".

Why is Chaowan Commune’s blind box successful?

The blind box of the Three Kingdoms series is bundled with the "Red Cliff" movie. This is precision marketing. Anyone who watches the movie "Red Cliff" must be a senior Three Kingdoms fan. Selling the Three Kingdoms blind box to the niche group of "Red Cliff" movie fans is just a matter of catering to their liking, and unexpected results can be achieved.

Manchester United's blind box players are bundled with Manchester United and are promoted among the niche circle of Manchester United fans, thus achieving the effect of precise marketing.

People who like to play golf will have a group of golfing friends; people who like to travel on a budget will have a group of friends who like to travel on a budget; people who like to check in at high-end restaurants will also have a group of friends who like to take selfies.

Different needs form different circles.

In each circle, there are some god-level figures who are respected by most people in this circle. In social Internet media, everyone lives in a different circle, such as Friends Network Interest circles, such as Baidu Tieba.

The "great gods" in these circles, because they have extremely high prestige in their respective circles, can use the influence of this niche circle to implement cross-border marketing.

For example, if a merchant wants to sell lipstick to users, the traditional advertising model has poor conversion effects and high costs. You can directly connect with the great figures in each circle and let these great figures recommend in their respective circles. Even if these great figures have nothing to do with lipstick, their prestige and influence can achieve unexpected marketing effects.

Therefore, Gao Shan's doubts were resolved.

Aster mobile phones do not need to be advertised in the country.

First of all, in this era, there are only two classes of smartphone users: white-collar workers and college students.

The "great figure" in the circle of college students is of course the campus network. You can just sell goods directly on the campus group buying. Once a few popular posts are discussed in the campus forum, the popularity will come out, which will inevitably cause a rush to buy.

And as long as there is a panic buying wave, it will inevitably detonate the niche circle and detonate the mass circle.

The public media will proactively and enthusiastically report such eye-catching news for free, and public resources will be mobilized.

Then, it became popular!

This is more useful than spending tens of millions or hundreds of millions on advertising.

Nowadays, ordinary people are very wary of advertisements. After so many years of baptism, everyone knows how wet and false advertisements are.

But the panic buying caused by spending real money is convincing enough. This is actually an advertisement, but it is not a hard advertisement. It is a more advanced advertisement with lower cost, higher trust and stronger dissemination.

"Okay, that's it for today."

When the PPT reached the last page, there were two big words "Thank you" on it. Zhou Buqi was quite polite and said with a smile: "I have no preparation. I will talk about whatever comes to my mind. There must be omissions and inaccuracies in the details, but ! Remember it, but this concept and general direction are absolutely correct! You must follow this idea, think in an extended way, and evaluate the upcoming mobile Internet era and industrial Internet era. After going back, be present Count all the people in the world, create a group on WeChat, and everyone will write a document and post it. Let’s study together, discuss together, brainstorm, sort out this theory, and grow together. Okay, it’s getting late. , let’s break up the meeting!”

This is the headquarters of Ziweixing. Shi Jinglin, Wu Yu, Aunt Xue, Shi Jingmei and others were too embarrassed to follow Zhou Buqi and left like everyone else.

Xu Baihui ignored him and followed him to his office.

Zhou Buqi knew what she meant and explained with a smile: "He Yang is right, celebrities cannot be allowed to control so much social power. This pyramid-structured model of controlling fans across the country is indeed very advanced, but it is also uncontrollable. of."

It was the first time that Xu Baihui came to his new office. She looked around with her hands behind her back, "If there is anything uncontrollable, the stars are just pawns."

"Chess piece?" Zhou Buqi snorted, "Have you never heard of wearing a yellow robe?"

"ah?"

Xu Baihui was stunned for a moment.

Zhou Buqi said: "As I said before, this star-making model of Internet thinking is too flat. The advantage of flatness is that it saves costs, but the disadvantage is that it lacks the control of middlemen. Jieyu Media itself is a middleman Once the stars are cultivated and they have tens of millions of fans, won’t they be wearing yellow robes with the support of their fans? Will they still accept the control of Jieyu Media?”

"The model of Hong Kong and Taiwan is to directly block such people."

"Block? How to block? People have fans in their hands. Fans are military power and have the capital to rebel."

Xu Baihui frowned slightly, "Is it that exaggerated?"

Zhou Buqi said angrily: "Didn't I just say that this kind of fans are very organized and disciplined, and they are all a group of inexperienced boys and girls. They are all very confused. Stars can say just one word Hit wherever you point. If the Internet explodes, it will form a very terrible network power. For example, if Jieyu Media breaks up with a certain star in the fandom, and Jieyu Media’s new movie is released, the star can mobilize fans , went to Douban to give low scores and negative reviews, and even went to the cinema to launch a boycott."

Xu Baihui was walking towards the interior of the office suite and wanted to take a look. When she heard this, she turned around and her beautiful eyes widened, "Is it true?"

"If Zhao Kuangyin doesn't have the ability to release military power over a cup of wine, it would be best not to give him military power."

“Is this vertical star model under the industrial Internet completely eliminated?”

"Have this consideration." Zhou Buqi nodded, "Go back and prepare a bill and submit it to nip it in the bud. This is also a good thing for the entertainment industry. The focus of the entertainment industry Internet should still be on movies, TV series, and variety shows. Programs and literary and artistic works such as music, comics, and novels. Rather than manufactured 'idol' works."

Xu Baihui waved her hand, "I'll go back and think about it!"

"You're still thinking about it!"

"Why are you so fierce?"

"No, I mean...if you look at Hollywood, it is based on 'works'. Thailand's transvestite economy is based on 'people', which is obviously abnormal. South Korea is located between the two, with movies and TV series They are all idol groups with works as the core and people as the core. They are at the bottom of the entertainment industry. Look at Girls' Generation being so popular, how many people in the Korean entertainment industry can take it seriously?"

Xu Baihui nodded repeatedly and said with a smile: "Boss Zhou, you know a lot about Girls' Generation!"

Zhou Buqi waved his hand and said, "What do I know about it? I just have some thoughts about this cultural phenomenon."

"Then do you want to have a deeper understanding?"

"What's the meaning?"

"Shall we go to Pengcheng tomorrow?"

Xu Baihui gave up.

Zhou Buqi said: "Yes, Huayi will go public the day after tomorrow. We have to be there."

Xu Baihui said crisply: "Okay, I'll make the arrangements. I'll get on your plane tomorrow and we'll go south together. Well...except for a few of your little secretaries, don't bring anyone else with you."

"We have to go to the south to inspect a few factories..."

"Let them take civil aviation!"

Xu Baihui gave the order directly.

"You... uh..." Zhou Buqi suddenly thought of something. He looked at her with a look of surprise and lowered his voice, "Have you done it over there?"

Xu Baihui smiled and raised her chin slightly, "I'm going to take action. Is there anything else that can't be resolved?"

"How many?"

"I'm dizzy!"

"What's wrong?"

"It's good to have one, but how many more do you have? It's been two years since she debuted! This girl is the maknae and has been well protected by her sisters. She has just grown up. Otherwise, how can the benefits fall on you? "

Zhou Buqi asked curiously: "What about the requirements? Is it free?"

"You're so beautiful!" Xu Baihui rolled her eyes at him, "Who do you think you are? I have a lot of requirements. I want to buy a house in Seoul, and I have to get a movie role from a famous Korean director. At least I have to be the second and third female lead. ."

Zhou Buqi asked: "Is it difficult?"

Xu Baihui said lightly: "It's easy, and it's not a luxury villa. Movie roles are even easier. Investment in Korean movies is very low. Many famous director's projects have been shelved for several years because they couldn't get investment. As long as you have the money. , purer than at home.”

Zhou Buqi sighed, "She is indeed a little girl, not sensible. If she doesn't want anything, it will be difficult for us."

Xu Baihui pursed her lips and said: "For them, you are a foreigner, so it is more reassuring to get benefits in their hands."

Zhou Buqi looked indifferent, "Forget it, let's do it. I don't care, I just help you with your work. Jieyu Media has invested in S/M Entertainment, and it must perform well. Cultivate a little star to become a movie star. Actors are still very valuable.”

"Yeah," Xu Baihui gritted her teeth, "Thank you!"