Recently, beijing police detected the criminal case that brushs a quantity with illegal App ill will together, this App " astral aid " research and development person because be suspected of,destroy computer information system and be seized. Notable is, " astral aid " this god that brush a quantity implement, just about before this Xu Kun of Cai of actor of top class discharge is obtained that " 100 million transmit are measured " a vicious person manipulating sb or sth from behind the scenes of the biggest behind the curtain of small gain.

The backside of Cai Xukun incident, announce the industrial chain that gave a false discharge to manage. From arrive from media star, arrive from App website, participating in collective to make a holiday.

Cause the account that this one chaos resembles, it is the beyond the mark pursuit that convection measures.

Discharge means the business, the inn below the line is contended for in grabbing, heart a sector of an area is for stream of people, and on-line business is mad diversion more. Fall in the big environment of instantly however, discharge is more and more expensive, management discharge is profitable, natural and ecbolic gave discharge to make a holiday this industry cancer.

Cause the whole people only discharge is from phenomenon, the most essential still is the discharge thinking that depends on brand business, be these brand business paying fee for these discharge.

Go after discharge overly, will create vicious circle. Flows into because of popularizing an activity new user, be destined to meet because of mobile end large area prediction of a person's luck in a given year, this will be the nightmare of sale. According to statistic, the cost that gets a new user is 5 times what safeguard old user, more even.

Below the setting that flourishs phonily in discharge, brand business should realize more: More important than discharge is management user.

Accordingly, the exclusive mission of brand sale, establish the significant link with consumer namely, let a brand make the first choice of the user.

Return to sale essence: Create a client and satisfy client requirement

Peter Deluke of home of a Confucian school of idealist philosophy of the Song and Ming Dynasties of American famous canal has a famous remark: The exclusive mission of the enterprise creates a constituency namely -- the purpose that this also is sale. Be opposite however for brand business, sale can be aimed at some only kind client, should not make everybody satisfactory, can make everybody dissatisfactory only otherwise.

So, discharge needs admittedly, but the right way that one-sided pursuit discharge is not sale.

To say the least, business of even if brand wants big range to enclothe suffer numerous, went up objectively to be accomplished very hard also.

The agency environment nowadays, and already big before different.

Initial stage of reforming and opening, the whole nation's mainest advertisement media has only -- CCTV, this is meant took CCTV ad, the throughout the country is opened inside short time with respect to enough famous degree. Because this is numerous brand in succession contest mark, was born to make windy light do not have the mark king of two, for instance 1996-1997 year Qin Chi wine, 1999-2000 year step by step tall, 2001-2002 year child is breathed out.

After Internet enters country, gradually billabong partial flow, but because the participator when those is not much still, portal website is had send an advantage first, because this major line is genteel,the quantity still is centered relatively. Arrived mobile Internet times, mobile phone screen becomes people interactive main channel, add all sorts of App to let a hundred flowers blossom, then agency becomes the fragment that never has had is changed.

Below this kind of circumstance, a ground chases after curious name to spend, must go up in all sorts of size platform big range puts in, accurate sex of essence of life is short of break do not say, cost also can be resided do not fall high. And sale is to pay attention to investment to yield compare, what low sex price compares is wide enclothe, do not accord with an enterprise manage actual.

So, brand sale should be not gone after big and complete, and should dedicated small and beautiful, essence of life wins a customer definitely, dig client value greatly. Developing initial stage like the enterprise, want preexistence Xiaofan to surround built-in nice base area, extend the market next again.

Be fond of tea for instance, was in May 2012 after practice of river retail sales, enter city of Dongguan, Zhongshan, Fosan, benefit a few years to try water first subsequently, arrived by 2015 just march city of a gleam of, enter Guangzhou, Shenzhen in succession, just entered Shanghai and Beijing 2017. Market of this kind of deep ploughing, slow and steady means, laid a foundation to be fond of the success of tea to hit.

The world bitter discharge is long!

So called famous degree, it is discharge actually, and discharge had entered the market that put an amount.

This is meant, person of countrywide great majority had hooked up mobile Internet, prospective market dimensions can be low speed growth keeps stable even only.

Quantity market is kept in this kind, the cost of discharge is destined to meet more and more expensive.

On one hand, because the attention of people has been divided up clean, the businessman wants increment to must go the discharge of loot competitor, cost is met necessarily drive up. For instance, tremble sound should strive for an user, this user is trashy before App of too short video, he had used quick worker now, hind the competitive cost of a kind of circumstance wants for certain a few taller.

On the other hand, in the contention battle that Internet poineering company measures in convection, meet mostly finally inevitably to stand in line of tycoon ask for help, discharge of this meeting aggravate gathers together the speed in tycoon hand, tycoon forestall discharge, of discharge get cost to be added only of course do not decrease.

Below the cost pressure that increases with each passing day, nature is ecbolic the industrial chain that gives discharge to make a holiday.

The data of Tecent shows, the personnel dimensions that our country brushs quantity industry was achieved 3 million. Amid, have elementary pure rely on a machine to brush a quantity, also high-ranking true person discharge makes a holiday.

Those see the head KOL that seems view, also mix mostly brushing a quantity not to take off switch is. Via test and verify of Tecent security aspect, some is famous in the KOL from TOP 500 of media platform total a list of names posted up, date of 300 many Zhang has had the action that brush a quantity. This is meant, in KOL of ministry of every 10 build, having near 7 is affusion.

Nature of the behavior that brush a quantity also damaged advertisement advocate interest. According to estimation, year of income scale of current and cogged KOL be as high as 10 billion, that is to say, every year 10 billion promotion is expended hit water to float.

Indeed, discharge makes a holiday cannot follow the lead of. But quantity period is survived intensely in competition, brand should how Where is operation discharge?

＞ of 1000 iron pink suffers 10000 times numerous

Before sale thinking, it is to endeavor to attract increase flow newly, however discharge cost rises nowadays, search discharge blindly " increment " , not as good as operation " put an amount " .

Because,this is, so called " economy of vermicelli made from bean starch " , " vermicelli made from bean starch " it is method only, final stay is nodded or " economy " , namely vermicelli made from bean starch " clinch a deal " . Of the brand famous spending is to let vermicelli made from bean starch only " know " , faithfulness spends ability to be able to let vermicelli made from bean starch " clinch a deal " , and in mining already undertook in some discharge, raise faithfulness to spend promote clinch a deal, it is easy to want newer than guiding flow to buy sheet to want of course much.

alleged: 1000 iron pink is more numerous than sufferring 10000 times more important!

Pink of real operation good iron, activation discharge puts an amount, can promote a brand force considerably.

Above all, put the discharge backside of the quantity, it is the consumer that each approves a brand actually, the brand should roll out a product according to consistent tone sex only or serve, proper operation, people can be accepted and form public praise.

Next, each consumer, representing group of a gregarious concern, after winning good public praise when the brand, people is met initiative transmission, guide more people to pay close attention to a brand, realize low cost thereby with old tape new, take increment in order to put an amount.

Even, the brand still can be mixed with respect to the product service, undertake investigating in circle of vermicelli made from bean starch, gather an opinion, improve product and service with this. This kind of means can bring more participation to feel to vermicelli made from bean starch, make a person right of the brand manufacture produce honorary move, form more powerful brand stickiness thereby.

To already having the deepness mining of discharge, industry most the application of mark sex is " illicit region discharge " .

" illicit region discharge " the concept is the earliest traceable cleans out treasure, means these discharge are him, can use repeatedly, free and straight contact amounts to an user.

To it opposite is " fair region discharge " , be equivalent to the sea, former the fish is much, fished person is little, have results even if the technology is general possibly, as fished person increasing, the piscine cost that catchs is higher and higher, then people begins to build pound pisciculture oneself, form " illicit region discharge " , the cost that such fishing is reduced, catch a fish more easily also.

Common " illicit region discharge " , have all sorts of date of circle of small letter friend, public, companies group etc. In industry, the brand that makes the most complete wants the favour that count luck, oneself roll out APP to build illicit region flow, whole Internet industry does not have scan widely a few, of course this profit from the financial capacity of lucky Xing Xionghou.

Run an user only, ability makes truly strong brand

Alleged and strong brand, build the brand of strong acknowledge in consumer heart namely. According to the view of fixed position theory, strong brand held first position in the firmly in the intelligence of people, become the pronoun of category of some kind of product.

For instance Coke Cola, the legend president Robert Wudelufu of Coke Cola ever had said: If Coke Cola is all,the factory is dropped by big baked wheaten cake, want 3 months time only, I can rebuild complete Coke Cola. This explains, the brand is the capital fund with the biggest Coke Cola.

Truly strong brand, still can form on certain level " open to booking " , namely although consumer has not been bought, but the heart has held this brand is the first choice.

This is just like a person that wants to drink coke to walk into inn of one wife and children, no matter coke is put in which little corner, he can let merchant be taken.

So, how to make a strong brand? The answer is: Management user.

According to traditional thinking, making a brand is management product, search a target to consume around the product group. And the means of management user is, build brand-new commercial setting around user compose, satisfy the diversiform requirement of the user.

Both distinction depends on, management product is sell many users same product, need large flow, the consumer that discharge can touch more is more also; Management user is the product sells a diversity an user, those who emphasize is strong relationship is established between brand and user, deepness runs an user, dig user demand dot, create brand value thereby.

For instance millet company, sell a mobile phone at the beginning, after the mobile phone opens a phase, millet manufactured to charge again the commonly used product such as box of treasure, electrical outlet, millet, hold water to finally " the home of millet " , undertake formally living in all fronts layout of digital product.

Although millet poineering initial stage sells a mobile phone only, looking like is management product, but actually millet never the level that confine is managing a product, aimed at the high-ranking administrative levels of management user at the beginning however. Millet has built the setting that gave an intelligence family for user compose nowadays, satisfy people thereby a series of household recreation demand.

To brand business, want to run good user, core is to should realize: Will of people is more serious than discharge!

Have the knowledge of enough profundity to this only, just won't by discharge place becloud of the surface, change popular feeling at touching only however, strong acknowledge is built in people heart, make a strong brand truly.

So, brand business wants with when all is entered, in the commercial environment that puts an amount, the management that is based on a crowd goes compose builds new sale system, understand an user through deepness, build long-term relationship to come benefit.

This, the likelihood is future 10 years the opportunity with brand the biggest business.