Activity fission growth strategy!

In the era of mobile Internet, the topic that marketers prefer is fission. Without fission, there is no topic, and without fission, there is no ecology. If we talk about the Internet without fission, can it still be called e-commerce, new retail, private domain, or community?

What Internet marketers want is beautiful, rich and beautiful people, which is called fission. One gives birth to two, two gives birth to three, and three gives birth to all things. This is the free dream they want. If you do it well, the dream will come true. If you don’t do it well, you can try again!

Fission has become a goal that seems very close but difficult to achieve in the mobile Internet era. It is said to be multi-level fission, but in fact it is all about cutting flesh from oneself, and what is consumed is one's own hard money. There are still too few people who can truly achieve several levels of fission.

What's the problem? Why are you and I not eligible for big fission and big spread?

To answer this question, we need to look at the underlying logic of fission. Only by digging into the underlying logic can we find the unclear entry path.

1. Fission Root Search

When the concept of Internet marketing fission was first born, it could be called violent fission.

Simply put, I will give you a high commission, you are responsible for dissemination, and I am responsible for creation, and we will split the profits after the transaction is completed. It is simple and straightforward. This is a good thing for people with plenty of time. They can make money by just moving their fingers, forwarding a link, or posting a poster.

What the fissioner gets is a share of the profits, but what he pays is his personal reputation. As the saying goes, there is no harm without buying and selling. You are sharing the profits, but she is cursing you behind your back. Therefore, the group test of friend verification was born, and there is also the operation of not looking at your circle of friends so as not to be bothered.

Based on the simplicity of the money-making logic and the ultra-low threshold, it will inevitably lead to the birth of massive supply. If you look at it now, there is basically no trace of shared posters. Making money easily is a false proposition.

The question is, what is the logic behind the phenomenon?

Through analysis, we come to the conclusion that fission based on the attributes of money are all short-term behaviors and it is difficult to form super fission. From the perspective of reflective marketing thinking, the reflection is not achieved. What you want is profit, and the other party wants quality. The reflection cause and effect are not unified, so super fission cannot be formed.

For example, word-of-mouth effect is a kind of fission that has nothing to do with monetary interests. Word of mouth, from the supplier to the demander, although it has been passed on and reflected many times, the fact of quality recognition has not changed, because there is no interest involved, so the authenticity of the word-of-mouth evaluation is maintained, and the fission continues to fission in a free form, such as the recognized quality of German machinery and equipment.

The reflexive fission caused by the moral consistency between the demand side and the supply side can form a public opinion storm, such as the donation of Hongxing Erke. The real fission is the operation after the interests are removed. This is also the real reason why fission seems very close but difficult to achieve in the era of mobile Internet. Binding with strong interests will inevitably lead to strong harm, so how can there be fission!

2. Superfission has nothing to do with interests

What are the super fission activities in 2021?

There was nationwide rescue efforts due to heavy rain in Henan; there was the Z generation's justice relay triggered by Hongxing Erke's weak assistance; there was a thorough supervision and investigation of the epidemic that concerned the safety of life; there were sky-high fines for independent directors of listed companies; there was also the emergency withdrawal of the capital frenzy in Zhao Wei's circle of friends; and there was also the moral punishment of celebrities like Li Yundi and Wu Yifan. These are all big fissions, big spreads, too many.

Why can it trigger a huge fission? The most basic logic is that there is no money involved, and all of the above-mentioned major fissions occur based on justice, morality and fairness.

The further away from money, the purer the fission is; the closer to justice, the faster it spreads!

3. Fission requires igniting emotional base points

Fission requires igniting the emotional base point, and if you take the position at the right time, that spark can start a prairie fire.

Super fission is the collective reflection of thousands of little people. Each of them holds up a mirror to reflect the information projected by his teammates.

This mirror reflects patriotism, national pride, justice, compassion, fairness, and of course, thousands of heroic dreams.

It is not about doing something great, but about pushing justice in the world to the extreme. They include the first person to renew the Weibo account of Hongxing Erke, the person who sounded the alarm for the collapse of the old domestic brand Fenghua, and the countless people who applauded the entertainment industry for its severe moral punishment. The little people are the main force of fission. Mobilizing the emotions of the little people is the core of fission.

1. The little people’s love for their country and family—one of the emotional bases of fission

What emotions of small people are most easily triggered? That is the love for family and country, protecting the people and the country, safeguarding national interests, and defending national dignity. This is a sensitive area for thousands of little people.

The Meng Wanzhou incident lasted for more than three years. Every time the Australian side released news, it would arouse huge support at home, and each time it would become a hot search at the time. When one person or one thing concerns the dignity of a country, it is not a small issue.

On September 26, the news that Meng Wanzhou returned to China occupied the circle of friends. We won, and the love for our country and family ignited the patriotism of the entire nation. Love for family and country has become the emotional basis for fission.

2. National pride is also the basis for the emotional fission of the little people

It is very worthy of reference for many film and television creation topics. If the emotions are controlled accurately and used at the right time, super fission will surely occur. The core idea is to occupy the first time point as much as possible. If you use it too much, the point will be hit off-center and the force will be weak.

The success of the movie "Wolf Warrior" is definitely not because of the plot, nor because of Wu Jing's selfless dedication, but because it appeared in the form of a movie for the first time, and it truly demonstrated the country's strength. We have the ability and strength to protect the safety of Chinese citizens on a global scale. The great power is rising, the Oriental dragon is taking off, and we are strong.

I remember when I was watching a movie in the cinema, when our warships appeared at a military port in an African country and brought back all the victims without exception, the audience burst into thunderous applause. This was the spontaneous feeling of national pride.

Are there many emotional bases like this? A lot, Tu Youyou won the Nobel Prize in Biology, Mo Yan won the Nobel Prize in Literature, we all had similar joy.

Ordinary people have more sense of national pride. When traveling abroad, more people bring back more news. The country has become stronger and is respected abroad. Chinese has become a popular label at some points. This is also a matter of national pride, not necessarily an earth-shattering event.

Super fission has absolutely nothing to do with monetary interests. It starts from national sentiment, patriotism, and loyalty and filial piety. It gains attention with selflessness and gains support with positive energy.

The emotional basis of similar little people also includes a sense of justice, absolute fairness, and empathy. As long as any point matches, a strong fission will be formed.

The great fission of business needs to start with the great fission of social emotions. Taking one more step does not necessarily mean talking directly to your users about money. Isn’t it a good topic to talk about patriotism and personal growth?

Talking about money is easy, but it is brainless and ineffective. Talking about emotions requires more thinking and more in-depth planning. Today is different from yesterday, and you are still repeating the same old things from yesterday and the day before yesterday. So where is the future?

Time cameras were once widely circulated in the circle of friends. Although the photos did not evolve quite like the real thing, it was the beauty we all expected. Whether it looked like the real thing or not was no longer the focus of attention, because it captured our line of time and thus became a popular product.

I didn’t talk to you about money. I only talked to you about the beauty of the past, the expectations for the future, and great success. The traditional Chinese New Year is coming soon. I believe that similar blessings will be captured by attentive businesses, and the fission of blessings that have nothing to do with money will surely sweep the country. The first one to be completed, please notify Zhang Dali first, he will definitely recommend it.

When you are thinking hard about fission, fission is happening around you. When you are trying hard to integrate your product into fission, fission is moving away from you.

It's not that fission is difficult to replicate, but that you always want to use money to lure people into the water, and when they get into the water, you find that there are no fish to catch, or it's too troublesome to get into the water, and not only will you not get the fish you want, but your clothes will also get wet. Forget it, it's more practical to check your phone.

Look at this year's vegetable selling war, everyone is shouting at the top of their lungs that they are cheap. What you want is fission to develop a buying habit, while what they want is to take advantage of you. This reflection is inconsistent with cause and effect. If cause and effect are inconsistent, it will inevitably fail to form lasting fission. It is just a matter of time before it disperses sooner or later.

3. Consistency in value delivery is the starting point for big fission

Consistency in value delivery. So what is consistency in value delivery?

What both suppliers and demanders recognize is value consistency. The supplier delivers quality, the demander recognizes this quality, and the values ​​are consistent. The supplier conveys nobility, the demander recognizes this nobility, and the values ​​are consistent. The supplier emphasizes individuality, and the demander recognizes this individuality, and their values ​​are consistent. The supplier delivers high quality and low price, the demander recognizes this and the values ​​are consistent.

Only when value transmission is consistent can lasting fission be formed, and without the involvement of monetary incentives, the accuracy of evaluation and value information will not be distorted.

Mechanical equipment produced in Germany emphasizes quality attributes, and buyers recognize these attributes, thus forming a reputation for high quality and spreading for free.

Bentley conveys noble and exclusive attributes, which are needed and fully recognized by the demanders. Therefore, it has a place in the luxury car market, and fission also occurs for free.

A certain trendy clothing brand emphasizes being unique and individual, and young people of the time want this feeling. The values ​​conveyed are consistent, so there is fission. What they wear is the label, and what they spread is the unchanging value.

Costco, known as the poor man’s supermarket, emphasizes high-quality products at low prices. Consumers recognize this value and there has been a crazy rush for customers when it opened, and it is still free even though it is still popular.

Don’t underestimate the consistency of value transfer. The original intention of many of our fission designs violates this principle.

The most common thing is that products want rapid fission and tiered sales. It sounds nice and the pie is big. What consumers want is whether the quality is up to standard, whether there is any purchase risk, and whether similar products have lower prices, better products, and stronger brands. You see, the value you designed is inconsistent with the value that the target group wants. In other words, what I call the nature of reflection has changed. Once the nature has changed, reflection cannot be formed.

Can you say that you use a mirror to reflect a beam of light to the opposite room, and what the opposite room receives is not light but an egg? The properties have changed, so how can there be reflection, let alone fission?

Maintain consistency in the value delivered by fission, and fission will execute automatically.

Efficiency tools, convenient payment, easy household management, these similar demands, as long as you connect them and allow consumers to intervene with low risk, can you say that they will not fission? The core of the problem is whether the products you provide truly have the above-mentioned values ​​and whether they truly allow consumers to enter with low risk. If it goes astray and doesn't touch your heart, fission is just a dream.

I remember a certain maternal and child platform that became popular and successful because it relied on a free menstrual recording tool. At that time, this was second to none, there was no similar product, and it was also a necessity for many female friends.

In the early stages of the platform's entrepreneurship, you said that scanning codes to download, and promoting it offline would cost money, and you would spend a lot of money on promotion on the application platform. That's good, but spending money may not reflect the value, and the number of downloads and deletions is frightening. The most important thing is that it has no money. what to do? The best fission is to ignite the emotional base point. The key is that she didn't find it, so she could only settle for the second best. The fission of value tools became the first choice. In this way, through deep insight, a menstrual recording tool was launched.

After a short blank period, it will undergo rapid fission. The key is that it does not require any money to undergo fission. The same thing happened to another maternal and child platform. They provided a pregnancy recording tool, which also went viral and pushed the platform into the capital market.

4. The Big Fission Requires a Vortex

Big fission has nothing to do with money; big fission will maintain consistent value reflection; big fission will produce a reflection vortex, drawing in those involved and those close to it. The best seed players are the emotional base of thousands of little people, and the best communication is to output from the standpoint of family and country feelings, so that each little person becomes a mirror, gathers more mirrors, becomes a reflection field, and creates a vortex of sound.

When trying to be utilitarian, it is not fission, but self-reducing propagation. You pay the cost to create marketing garbage, and society pays the bootlickers to clean it up. Marketing communications are correct, but that’s not the fission you want. If you want fission, take a good look at the emotional base that needs to be ignited for fission. If you want to spread, pay more attention to consumer demand. Don't use the thinking of fission to do ordinary communication. It sounds good, but the result is very bad.

Zhang Dali’s exclusive insight: communication is communication, don’t think that one becomes two, two becomes three, those fantasies may seem very broad but actually dilute quickly.

Author: Zhang Dali

Source: Zhang Dali