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"Okay, then I'll get to the point." Gu Mojie didn't expect that any girl who was dragging him knew so much about lipstick, and he didn't need his basic knowledge of literacy, so he would talk about drama meat directly.

"When Kevin Ashton, the father of the Internet of Things, investigated Dior's lipstick, he found that Dior missed a very important latitude in its statistics, that is, time.

Dior's market research data is closed in January. That is to say, at the beginning of the month, each store will be loaded, and then the sales volume of each category in the previous month will be counted and a report will be made. At the end of the month, when the goods come back to the market, the difference will be counted again.

According to this statistical method, Dior's marketing department came up with a certain magenta – let's call it magenta A – lipsticks that sold out almost every month. Colors such as bright red B or pink C are selling relatively well, and they are almost always sold out in some stores, but not in many more.

Dior then made sales adjustments, increasing the production of Magenta A and reducing the production of Bright Red B and Pink C in an attempt to reduce the total unsalable. In the end, he did not die well.

After Kevin Ashton took over this incurable disease, he chose to keep an eye on several stores and count them every day. Then, he discovers a secret that he couldn't discover when the data wasn't detailed enough. ”

Lu Wenjun had already heard that he had entered the state of "flow", and the fire of gossip and knowledge in his chest was burning: "Say it quickly, say it quickly, and then what?" ”

Gu Mojie: "He found that in the stores he followed, magenta A was not actually the first to be sold out.

In some stores, the bright red B was sold out first, and then some perfectionist consumers with strong personalities and unwilling compromises found that they couldn't buy the bright red B, so they walked around and left; In addition, some consumers who do not have a strong personality and are easy to follow the crowd found that at least there was a relatively close and barely acceptable magenta A in stock, and bought magenta A.

In some other stores, the first to sell out is pink C, and then the plot in the back is the same as the previous type of store: magenta A is the color that consumers who can't buy pink C feel that 'it is the easiest to reluctantly accept in the case of pushing for the second', and then buy it, and consumers with strong personalities directly slam the door and leave without buying.

It's just that because bright red B and pink C are relatively niche colors, they only sell well in certain stores in certain locations - for example, let's say that bright red B is only popular among relatively elderly community ladies, while pink C is only popular in high school girls' neighborhoods. Therefore, after they were produced, they were not as popular as the mediocre magenta A, which was barely acceptable to all classes, in terms of overall market sales, which led to Dior's misjudgment and made a series of suicidal market adjustments. 【】”

Gu Mojie paused, continued to drink some tea and waited for Lu Wenjun to digest it, and then threw out the opinion part.

"Judging from this example, magenta A is not at all the thing that people like the most, it is just 'a not too bad substitute that most consumers can barely accept when they can't find a favorite', that is, a spare tire that can barely top one.

Consumers who have no personality can tolerate the use of spare tires; Consumers with strong personalities and high self-consciousness have directly abandoned Dior. So then Dior's sales of lipsticks in the UK declined, and he forced away all the consumers who had an uncompromising personality.

This example fully illustrates the characteristics of 'popular guided consumption' that will eventually lead to the decline of the market share of the entire brand, and also illustrates the shortcomings of market analysis and research work in the 'former uncle according to the era' -

If Dior's market researchers had enough energy to collect enough detailed data, not just on a monthly basis, but on a daily basis, they would have avoided this tragedy, and they could have seen the fact that 'before Magenta was sold out, there were already other colors sold out'.

When Kevin Ashton put forward the utopian dream of the 'Internet of Things', he thought that "is it possible that in the future, there will be an era when the data networking chip is cheap enough to embed a simple chip on each box of lipstick, and it can track and collect data such as when the box of lipstick is sold out and what customers it flows to".

Of course, the Internet of Things is not just a simple function for the mentally retarded, this is just an original idea of the original use of the Internet of Things by the ancients 18 years ago. But the truth behind it can still be learned from by us today.

For example, we compete with Fuji Xun for the Internet content industry. ”

Gu Mojie paused slightly when he said this, as if he was considering which industry to take as an example.

It can choose movies, music, games, and relatively speaking, games are the most revealing, but not popular enough. After much hesitation, he was still ready to use a content field that Fuji Xun had already started to operate and Hatsune had not yet stepped in as an example.

"That's it, let's use online literature as an example - Fuji Xun has run an online website called Chuangs, and our Hatsune hasn't operated online literature yet, but, the operating principle of online literature, the market market, I have learned a little from experts.

For example, the most popular and best-selling online writer on the market is now known as the 'Central Plains Five Whites' by people in the circle. Some of the five whites of the Central Plains were dug up when the twist vine was built, and their works can often be seen in the best recommended positions of the major majors.

So let's ask, is the book of Central Plains Wubai the best? Not necessarily, most readers with a little taste sneered at 'spicy chicken, Xiaobaiwen'. But a closer look at their articles shows that they don't seek to be a 10-point masterpiece in the eyes of most target payers, but only to reach an 8-point paid threshold in as many people as possible' — let's assume that reaching 8 points in the reader's mind is a threshold that leads to whether or not to pay.

Okay, so what do we see in this case? In the books written by Zhongyuan Wubai, the protagonist is often positioned more vaguely, not describing whether the protagonist is tall or short, fat or thin, at most a little bit about whether he is handsome or ugly, but it is definitely not obvious.

Such a fuzzy treatment is said to make every reader's sense of substitution imperfect, handsome readers think why is the protagonist not handsome? Why don't you highlight the characteristics of the protagonist who rely on handsomeness? Tall readers will also feel the same way, they have made it easier for their sister to find a job in real life because of their height advantage, but the protagonist in the book does not.

But why does Zhongyuan Wubai still insist on writing like this? Because they know that if the protagonist is allowed to use Gao Shuai to hang up, then the short and ugly reader will have a high probability of abandoning the article, being unhappy, and not giving money. So, they didn't try to write a work that would make it perfect for any reader, they just wanted to write a book that 'in the eyes of any reader, like Dior's magenta A lipstick, can make people pay for it'.

A work that is a 10-point masterpiece in the eyes of 1,000 people, forcing the rest of the people to the point of not abandoning the text. or a work that is 8 points of dry food in the eyes of 3,000 people, which brings greater commercial benefits to the author? The latter is undoubtedly the case.

In addition, they can take advantage of the demographic dividend brought by the rapid rise of China's mobile Internet market, and finally loot a lot of wealth. Because every year, tens of millions of primary and secondary school students who are newly exposed to the online literary circle, and among these people, there may be hundreds of thousands of people who can afford to pay to read genuine editions every year. These people have never read an online article before, and it is the first time to read it. For people who see it for the first time, it doesn't matter whether the work is innovative or not, even if it is routine and bloody, anyway, they haven't seen it before, so they can't talk about 'drug resistance'.

All these factors have led to the content creation industry in the 'pre-big data era' under the market research thinking, all embarked on the road of 'not seeking to make some people feel the best, but seeking to make most people feel okay'. Then a steady stream of people continue to earn the demographic dividend money of the new entrants, and they do not want to make progress and change. When Xiaobai grows up to be old and white, and is unwilling to look at this kind of work that is a mess and muddy and has no personality, they can only shout in vain, 'Why is this world Xiaobai again?' Why are the recommended positions of Chuangs all spicy chicken? But they just didn't have anything to show them.

In fact, this is the fault of the data guidance mechanism and the feedback mechanism, and the fault of consumers who do not know the importance of expressing their own needs - why did the author write a book that is very good in the eyes of only 1,000 people? Instead of writing a book that is the number of 8 cents in the eyes of 3,000 people? Anyway, after the 8-point line, everyone doesn't pay for 1 cent a chapter to read, give you a 10-point masterpiece in your heart, and you won't give extra rewards, and the author is not stupid, and he makes a 'Dior's magenta A' mess around.

Of course, the cultural and creative thing still has a little feeling, so occasionally you can still find good books with the unruly personality in Lao Bai's heart. That's because there are always rare writers who have just entered the industry, who don't understand the market, and who happen to be talented and have a good level when they just enter the market, so they write a masterpiece.

But this kind of person can never continue to write, write a long memory, and find that writing about the 10 points in the hearts of a few people is a big loss economically, so he transforms, and his anger increases greatly, and he tries to make various attempts. When he knew that making magenta was more profitable, he naturally made magenta.

So the old whites were itchy and scratchy after reading a book, and found that this writer wrote and knelt down to take refuge in Xiaobai, so they could only spend more time and cost to find the book, and then enter a new fat sheep writer, and lose a copy for everyone to see.

This is the highest peak that the content entrepreneurship industry can reach under the data push mode of Fuji Xun - it cannot be said to be Teng Xun, but the existing "list, recommended position, editor-edit book list" push model. In fact, there are countless hidden pain points behind it, everyone is fighting with the mud, no one can find a masterpiece that perfectly hits his inner pain points, and there is no way to express high-end personality needs. ”

When Gu Mojie said this, Lu Wenjun actually felt a chill on his spine, and he felt gloomy.

What a terrible time it would be if literature and art, music and cinema, were no longer in pursuit of perfection, but in pursuit of making do with as many people as possible. It is no wonder that since Fuji Xun entered the market, since the "first half of big data" entered the market, it seems that the feedback data of market opportunities has become more and more transparent, but in fact, the feedback is some "what is Dior magenta" drinking and thirst-quenching data.

Ultimately, this data is detrimental to the growth of the industry. Just as Dior Britain frantically increased production and exploded, the final result was the decline of Dior's overall lipstick sales, because he forced away all individual consumers, leaving only consumers who are willing to compromise.

But so what? Fuji Xun and other pop culture producers made quick money simply and crudely in the process. The Central Plains Wubai will leave after fishing, anyway, the young head of a certain poison sect has said: I can't make this money until I am 40 years old. After I die (retire), who cares about the flood?

In this world, we need a big hand to help the poor and survive to save the Chinese civilization from the era of rapid blood loss, rapid homogenization, routineization, and conformity of cultural diversity.

Of course, what Gu Mojie wants to save is not those things that have no market value in the first place.

If a thing is not of good quality in the first place, no matter who it gives it to, no one wants it, then it should not be saved. It's good that this kind of thing is dead when it dies, and there's nothing to regret.

However, "Dior's bright red B and pink C" are such things that some people like, some people need, and they have both artistic and economic value. They are like sand gold that is too sparse in content, there is value, but the sifting cost of panning for gold from the sand is too great. Those who need it and those who provide it cannot find each other.

Just like in a Dior store in the Lady neighborhood, there is a pink C lipstick lying quietly.

In a distant neighborhood where middle school girls live, a group of girls found that our pink C color lipstick was out of stock.

What is the original intention of e-commerce and the Internet?

The founder of e-bay said that the original intention of e-commerce is not to compete for business with physical stores, but to do business that cannot be done in physical stores. The brick-and-mortar store is limited by its reach, and there are some niche needs that only one or two people want in the community, so the store owner will not sell the thing.

And the Internet can integrate the needs of hundreds of millions of people. There may be only one or two such niche needs in a town, but on the Internet it can gather thousands of such needs around the world. At this time, no matter how niche needs and how unyielding personality is, they can be satisfied.

What Gu Mojie wants to do is to find a matchmaking bridge for the demanders of this kind of spiritual content and the providers of this kind of spiritual content, a data algorithm, and a platform for the big tide of sand to gather each other to realize value.

And this thing is something that Twist Vine will never be able to do in his life. Because Fuji Xun's original gene is not to respect individuality, twist vine doesn't know how to write personality.

In his opinion, everything can be guided, so what if you don't like to masturbate Aru? Labor and management tell you that masturbation will be popular, it is fashionable to talk about masturbation among your classmates, and playing well in aru can be respected by your classmates and get more praise and talking points - so, Sao Nian, go and play Aru obediently.

Since personality can be bent, why do we spend so much energy to let personality people find each other? (To be continued.) Mobile phone users, please browse and read, a better reading experience.