To make high net worth users "addicted", it is enough to grasp these three points

To make high net worth users "addicted", it is enough to grasp these three points

Today we are going to share something very interesting and fun, called “the human nature of rich people”. Let me introduce myself first. My name is Yang Jingyi, and I’m from Secoo Group. Before joining Secoo, I basically worked in foreign companies, including Unilever and Procter & Gamble , where I worked for ten years. After that, I bravely plunged into this Internet era. There is one very important thing: I found that the Internet is really changing too fast. What is the reason for its rapid development? Human heart. Therefore, what I want to share with you today is that as a group focusing on high-end consumers, what are these wealthy people thinking? Where will they go next? The psychological changes of rich people First of all, this is nonsense, "These are a group of people who are not short of money." In the past three months, we have interviewed more than 800 wealthy people. As we all know, the time of rich people is very precious. We found that he was not short of money, but he lacked time. What was even more frightening was that he lacked desire, which made us very frightened.

When we wake up every morning, we start to browse our circle of friends and information without stopping. We want to learn more. Not everyone may be able to eat on time at noon every day, and WeChat messages will keep popping up all over the place at night. After being so busy, your company finally goes public and you make a lot of money. What do you want to do with the money? Many rich people say they don’t know. They earn so much money but don’t know how to spend it. What should they do if they no longer have any desire for these so-called bags, famous watches and fancy clothes? Where will their money go in the future? So we discussed with them their mental journey, how they gradually reached the process of having no desires. We found that there are generally three steps: The first stage is when he just starts to have some money, just like when we were kids and really wanted to buy our first LV bag, a boy may really want to buy a Longines watch. I was happy the moment you bought it because I finally had something I had always wanted. But after you have achieved the first step of these things, where will your second desire be? The second stage, buy better ones. You are no longer excited because I bought a basic LV bag. You may want to buy a limited edition Chanel bag. You will not be happy just because you bought a Cartier watch that is everywhere on the street. You may even be a little excited to buy something different. Where does your desire go after you have bought all these? What else do you wish for? In the third stage, we asked him, what is it that can still arouse your desire a little bit? They say it's addictive stuff. What's the meaning? It's a little bit like it can be your hobby, it can be a fetish, it can be your fanatical state about something. For example, one day we had a meeting with Teacher Ma Dong, and I said to him, "Teacher Ma, I will give you an extra month's salary, and you must spend it within two days. What would you do?" Teacher Ma Dong said that I am not short of money, and I have been very interested in one thing recently, which is various headphones. He said that the bass in this headphone is different from the other one, but I can’t hear it. Teacher Ma Dong is very passionate about this thing. He told me that as long as a high-end brand of headphones or audio equipment is released, he will buy it. This is no longer a rational thing. He no longer makes choices. As long as it is new, he will buy it. So, what is the third step? Rich people start doing one thing, which is called “buy, I’m addicted”. Is that still what people are buying now? No, what he bought was the satisfaction in his heart, that satisfying feeling. There was a debate topic on "U Can Us Use Maximum Credit Card Caps to Buy Bags" and one of the debaters said, when I use maximum credit card caps to buy that bag, am I really buying that bag? What I bought was the moment when my heart was moved, and the moment when my heart was moved is the most precious moment in the world.

As you grow older, you have seen more and more things, and when you have more and more money, your degree of excitement will become higher and higher, and there will be few things that will make you excited. If there is such a thing that can still make you excited, you will throw yourself into it without hesitation, so what is money? You may think that the three characteristics of extremely loyal people are something you just chat with a few people about, and it’s just a very qualitative observation. In fact, we have a theory behind this already. In the early 21st century, American Nobel Prize winner GAR Y S. BFCKER proposed the theory of rational addiction. Note: Gary S. Becker is a famous American economist, known for his research on microeconomic theory. He used microeconomic analysis methods to construct a theoretical system, and insisted on using the logic of the economic man hypothesis to consistently analyze all human economic behaviors. When a rational person pays sustained attention to one thing, the natural result is addiction. If you are interested, you can take a look at this book or his related theories. Basically, addictive imitation occupies not only his brain but also his mind, thus forming an extremely loyal consumer group. What is extreme loyalty? According to his theory, extremely loyal people have three characteristics: First, they make repeated purchases at a high frequency, just like Mr. Ma Dong whom I just mentioned, he keeps buying so many headphones. He only has two ears, why does he buy so many? Because it has become an addiction. Second, spontaneous and enthusiastic recommendations. When a friend of yours is addicted to something, even if he knows you don't like it, he will still drag you to watch it, and he can tell you a lot of stories, parameters, and knowledge behind it. He doesn't care whether you understand or not, he thinks what he says is cool. Third, form a social circle, so that a group of people can easily stick together. One day I met with a few friends in the media circle for the first time. It was a bit awkward, but we broke the deadlock when we talked about things we were all passionate about. When we talked about Texas Hold'em, a group was immediately established. Therefore, extremely loyal users have the following three characteristics:
  • High frequency of repeated purchases
  • Spontaneous enthusiastic recommendation
  • Forming a social circle
How do we look at these three theoretical things using the language of the Mobile Internet Conference? We want to make you addicted to it, so that you will feel itchy if you don't buy something for three days. So we want to show you what I bought, and find out that you love it too. So for the next goal, for Secoo, our real goal for this group of high net worth people is not only to hope that they put that thing in their shopping cart, but to really put this thing in their hearts. So we defined the addiction economy as love reaching its extreme and forming a habit. How can we win the hearts of customers by using the method of romance? Next, I would like to share with you some of the things that Secoo is doing now, hoping to provide you with some inspiration and discussion. How do you make a person truly addicted? The whole process is very similar to falling in love, so I will use falling in love as an analogy to tell you how to capture his heart step by step. I don't know if you have ever recalled your first love. Have you noticed that when your relationship with another person goes from friends to a little bit ambiguous, when does it usually begin? I asked a lot of my friends, and they said it started with a very heart-to-heart chat. Your conversations have gone beyond the romantic topics that ordinary friends would talk about. You talked about some stories from your childhood and what happened back then. That incident is often the turning point that pushes the relationship between the two of you to a deeper level. How can we apply this to our own business? There is something very interesting that I want to share with you. Secoo has five branches, and one of them specializes in auctions. It turns out that our auction method is very simple. There is a painting or a work of art, and you bid online, competing with countless strangers to see who has the highest price. Later we discovered something very interesting. I will not let you see this work first, but let you grow together with this work. For example, Sun Qian is a very independent jewelry designer. The process of setting jewelry can allow auctioneers to participate and see how these small gems are set into the final work of art, and then we auction it. You will find that when he sees the whole process, he has become a part of the product, and the emotion is different. Step two, I want to meet your friends. Although Secoo is an online platform, many people ask whether it should hold offline activities ? By all means. Why? Because we want to get into your heart. Netizens will eventually have to meet in person when chatting, so we will establish a lot of such real-life contacts. Such contacts will eventually give people emotions in their hearts, and you will raise the threshold for them to want to leave, because this is a heart-to-heart matter. What to do next? I have met your friends, and I know all the hardships you went through in your childhood. Usually girls would ask this question, so what is our relationship now? This is what we call a part of CRM (customer relationship management). You need to let him know what our relationship is at all times, and when we move to the next step, you can know what is needed to bring our relationship closer. At the same time, it also allows you to experience something. For example, if you are now at the second level and want to upgrade to the third level, you can participate in the upgrade ceremony of others, allowing you to see an experience that you can feel in the future. This is what is called a scene. What is the scene? The most important thing about the scene is to embody the future in the present. Only then will you feel that if I buy this thing, that scene is my future, and so it is the same for us. If you upgrade, that will be your future self. I will let you truly feel your future. The relationship is so close, what should I do? We need a more private small group relationship, that is, an exclusive social circle. For Secoo, we will never form a large group of two hundred or several hundred people. Why? Rich people are very picky. I think you may feel the same way. What should you do if you don’t want to talk to a group of people who are not on the same level as you? We bring you together with people you can actually communicate with. Our most active group has four people, but they chat happily every day. The things they talk about are at the same level, and they can communicate with each other. Finally our relationship has come to this point, doesn’t it just require a ceremony? Give him a ceremony with a sense of ceremony.

For example, at the end of March, one of our customers in Shanghai bought a Secoo private jet on his mobile phone. Order a 4 million private jet directly on your mobile phone. After he buys such a product, is our transaction completed? Can I just send the plane over there? No, I want to perform a ceremony for him. What is this ceremony like? If I tell you VVIP, we held a ceremony for you, please come over, then it will be meaningless. What's the interesting point? We held a ceremony for the Maserati SUV and the launch of Lamborghini , and told him to come and see the launch. When the Lamborghini car came out, everyone thought that this might be the end of the day. Suddenly, the lights in the venue dimmed, and the plane you bought fell from the sky. Hello VVIP, today we are organizing a surprise event for you. Thank you for purchasing this plane from our Secoo. This is your plane. VVIP is stepping on the plane, just like Song Joong-ki. This is how we gradually enter the hearts of our customers and become a true addiction economy. Finally, many people will say that addiction is an evil thing. How can you make people addicted like this? But in fact, what I want to say in the last sentence is that when you can find something that you are extremely addicted to, what a happy process it is. Can you imagine that when you are so busy at work every day, you can relax and there is something you can devote yourself to, you can devote yourself to it, you can be so ecstatic, and you can have such a strong sense of satisfaction. Isn’t that a very touching thing? The process of finding your hobby is actually finding yourself. The process of becoming addicted to your hobby is actually becoming addicted to yourself. Thank you everyone!

This article was compiled and published by the author @杨静怡 (Qinggua Media). Please indicate the author information and source when reprinting!

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