Mi Meng appeared, and her fellow journalists stood up for her. They told some truths about self-media operations.

When talking about Mimi Meng and Uncle Tongdao , the most common labels are the number one figures in self-media and the big names in the operations industry. As for Mimi Meng, some people strongly disagree with some of her views, while others regard her articles as a guiding principle. Commercially speaking, she has been successful. Every time she or someone from Mimi Meng's team shares their thoughts, insights, and experiences in operating WeChat , it attracts great attention from new media operators .

Uncle Tongdao has also achieved success in business. As the leader of this round A merger and acquisition, Tongdao Dashu CEO Zhang Jinyuan met with everyone very formally for the first time after completing the entire capital operation and structural adjustment, and communicated his more core and essential thoughts with everyone openly. The specific content is described as follows.

On the afternoon of April 15, a new media content marketing elite sharing session was held in Beijing. Mimi Meng and Uncle Tongdao took the stage to share their unique insights into the post-90s generation.

As a dual-microblog operator of Phoenix Technology, I also gained a lot from listening to their sharing. The following are some key points I summarized based on their sharing. I hope it can satisfy everyone’s curiosity about these two people. I also hope that my colleagues can be inspired by reading it.

Mi Meng: The hidden rules of speech and behavior of the post-90s

A big name in WeChat public accounts , a queen who is both sharp and warm-hearted, a 1.5-meter-tall chubby girl . This was my first impression of Mimi Meng after meeting her, which completely overturned my previous impression of Mimi Meng's personality. Back to the topic, the reason behind each of her articles with over 100,000 views is that Mi Meng knows very well what the post-90s generation is thinking and wanting. This time, Mi Meng talked to the post-90s generation from eight aspects: money, consumption, family, friendship, social interaction, love, aesthetics, and entertainment, and summarized the marketing inspirations behind them. (The original time for sharing was 1 hour, but due to Mi Meng's excitement, the sharing session ended in an hour and a half. The host said that she fainted from crying.)

01

The Post-90s Generation’s Views on Money and Consumption

Mimi Meng made a bet with a girl named L from the company that they would lose weight together. The one who succeeded in losing weight could get 2,000 yuan. However, Mimi Meng did not take it seriously. After a month, the girl L lost 5 kilograms, while Mimi Meng gained 3 kilograms. Girl L came to Mimi Meng and asked: Boss, where is my 2,000 yuan? Mimi Meng was surprised, but still fulfilled her promise with a heavy heart. So I learned a lesson: "Don't test the post-90s generation with money, because they will definitely not be able to withstand the test."

People born in the 1990s dare to say and do what they want. They can give up meat and puffed food for several months to win 2,000 yuan in a gamble. They can buy a new bag and comfort themselves by saying that this is the only way to be worthy of a better self. They can have dinner and chat on weekends, but the prerequisite is that they must pay for the expenses themselves. In terms of consumption concepts, those born in the 1980s save money just to save money, while those born in the 1990s save money to spend it all at once, so the title of Mimi Meng’s official account is a shameless and naked view of money. In Mimi Meng’s opinion, we should not be shy about talking about money, but the discussion should be interesting and not too explicit.

02

Emotions of the post-90s generation (friendship, family affection)

For those born in the 1990s, friendship is eternal. It is not as easily hurt and unreliable as love, nor is it as inconvenient or undesirable as family ties. The three rules of flattery followed by the post-90s generation in friendship are: I don’t care whether I’m right or wrong, as long as you support me; I’m not introverted, I’m just too lazy to be extroverted; I will complain about you because I like you. They neither like your flattery nor your preaching. Don't ask them whether they washed their hair or put on makeup when they saw you. It's not important. What's important is that we can chat with each other and you are my friend.

In terms of family affection, those born in the 1990s do not ignore their parents because of their rebelliousness. Instead, they care about them more than those born in the 1970s and 1980s. There are two reasons:

First, the parents of the post-90s generation were born in the 70s and 60s, so the generation gap is not that serious;

Second, the houses and cars of the post-90s generation were bought by their parents, and even their girlfriends were introduced by their parents. How can they not be obedient?

People born in the 1990s have their own unique cognitive definition. They may call Wang Sicong "husband" and Jack Ma " dad", but they will still listen to their parents' nagging behind closed doors and buy gifts for their parents with great care.

There are two key words to describe the love views of those born in the 90s: big talk and pure love. Integrity is not important, chastity is well protected. If the other person cheats, they will break up, and if the other person breaks up, they will find a new one. They say it doesn't matter, but they are heartbroken. Of course, they also advocate loving only one person for a lifetime. The scene of flowers and moonlight is enough to make the romantic post-90s generation cry.

Speaking of this, we have to mention Haier 's Blue V, which has the most fun with fans. It is like that friend around you who is particularly nosy and enthusiastic. It names fans and expresses their feelings for them. This is the lifeblood of Haier Blue V in leading the trend.

03

Social Networking of Post-90s

To understand the social rules of the post-90s generation, you only need to grasp one key word: pretending to be cool. In the eyes of those born after 1990, there are two types of pretending to be cool: pretending to be cool regardless of the cost; I want to pretend to be cool, but I don’t like you to pretend to be cool. The former can queue for 4 hours to buy a bag and still feel it is a good deal, while the latter can very quickly identify who is pretending to be cool and immediately counterattack to monopolize the right to pretend to be cool. Mimi Meng gave an example: when the entire company went on a trip to Europe, she found that the company's post-90s generation were busy posting on WeChat Moments every day, and they would not hesitate to adjust to the time difference to post on WeChat Moments when people in China pay the most attention to it. She sighed that they were really trying to show off with their lives.

Let’s talk about a typical case, YSL. Last year, YSL stars took advantage of women's desire to compare and show off, and went viral on WeChat Moments around Christmas , creating a social marketing topic . It even became an indicator to test boyfriends, which eventually led to YSL being out of stock. Putting aside the effectiveness of the hunger marketing, while sharing the YSL stars they had grabbed on WeChat Moments, women did not forget to brag about their handsome boyfriends, and their pretentiousness was off the charts.

04

Aesthetics and entertainment of the post-90s

"The aesthetic rules of the post-90s generation are really all about the eyes." Visually, the post-90s generation pursues beauty, coolness, and fashion. They like whoever is good-looking. If you are good-looking, you speak first. If you are ugly, you shut up. This is their typical expression. As Mimi Meng said, don't wonder why you can't join in the conversation at a party. Just look in the mirror and you will know the answer. This set of experience is not only applicable in interpersonal communication, but also quite instructive in product interaction design. Onmyoji is the best example. It has subverted the entire aesthetic taste of the post-90s generation. All the post-90s generation around me who play Onmyoji are impressed by its beautiful graphics.

The entertainment rules of the post-90s generation are as follows: The world is so dirty, I want to see it; others are so tall, I want to try it. Don't think they have no moral integrity just because they do this. They really want to talk nonsense forever. Of course, it doesn't mean that the post-90s generation likes anything dirty. Do you understand the concept of high-level dirty?

Looking back at Mimi Meng’s most popular articles last year, half of the top ten met this rule. There are different levels of filthiness, some of which are vulgar, while others are admirable ( Durex has really achieved high-level filthiness). Brands can drive, but they must drive well and not capsize in the ditch.

Second, what do the post-90s generation care about? Cuteness and contrasting cuteness. Being cute is productivity for them. People born in the 1990s can live broadcast pandas eating bamboo and pooping 24 hours a day, because they think it’s cute, and if you are cute, everything you say is right. For example, Mimi Meng’s avatar, the emperor who is always singing rap in “ Across the Forbidden City to See You ”, Weibo blogger Wang Qingxiang, the Korean drama “Goblin”, etc., these are typical aesthetics of the post-90s generation. If you are good-looking and cute, you win.

Let’s talk about Haier again. Haier has now become a complete entertainment brand. What method do you think can be used to express the culture of the post-90s generation? Without a doubt: slutty and vulgar emoticons, because "the post-90s generation is accustomed to using emoticons to communicate with society."

Zhang Jinyuan, CEO of Tongdao Uncle: Uncle Tongdao’s ambition

In the Internet era, new media has become a hot spot for capital pursuit. This industry has gradually matured, and both large and small media have encountered their own bottlenecks. In such a situation, how to break through the bottleneck has become the core of the current self-media layout. Uncle Tongdao also analyzed the development status of his own Weibo and WeChat accounts and raised a very interesting question: (The core content of Tongdao) Is horoscope reliable?

"Freakonomics" conducted a sample survey on this issue, and gave a zodiac test to kindergarten children aged 3 to 6. The results found that their personalities deviated greatly from their zodiac signs. However, after the experiment lasted for five to ten years, as they grew older, especially after entering society, their personalities became more and more like their zodiac signs because of their identification with their own zodiac signs.

We will not discuss whether the zodiac signs affect people's personality attributes due to the angles of the planets or stars in the sky. We will learn more about it as a social concept. This concept is implanted in everyone's mind day after day and year after year, and then in turn affects everyone's cognition (repeated extension and reinforcement of psychological suggestions). For example, we can break through the communication barriers between strangers by asking a simple question like "What's your zodiac sign?" and achieve mutual understanding beyond the material level.

Based on the culture of the same kind, it also triggered a series of thoughts in me: How to maintain 30 million fans just by dissecting the single tone of the zodiac signs, and then achieve exponential growth. This brings us to the current development strategy of Tongdao Dashu.

There are several strategies available in the market now: one is upward depth, which is the so-called IP upgrade and re-IP, that is, extending to animation, film and television, online dramas, and mobile games; the other is horizontal development, bundling more accounts together to form a media matrix, and then breaking through the bottleneck of the number of fans of the media; the third idea strategy is a very difficult path that few people have tried, and it is also the path chosen by Uncle Tongdao, which is to promote the establishment of offline stores by transferring the image, content, and traffic potential through the supply chain, brand, and cross-border cooperation.

Tongdao has upgraded its profit model from simple advertising to brand authorization and offline cooperation, because it can provide a brand or a company with more than just the first soft article on Weibo or the second soft article on WeChat, but a complete set of marketing cooperation plans that all cooperating brands will launch simultaneously in all online and offline stores.

There is no doubt about the model and effectiveness of Tongdao's online marketing. Will the operation of offline physical stores also fall into the vicious circle of the current real economy? I think the answer is no. This affirmation comes from the refined operation proposed by Zhang Jinyuan after understanding the psychology of young people. In addition to controlling the requirements of plating, color, fragrance and taste, physical stores also need to carefully decorate the lighting and environment. Now many young women choose to dine in stores. They care not about whether the food is delicious, but whether it looks good, "because in this way she can complete her own sharing and successfully shape her own tone and label in the circle of friends, and this most basic demand constitutes the first link of the dissemination of content." Therefore, the popular ones now are all Internet celebrity stores that can be widely disseminated on social networks .

After talking about zodiac signs, let’s talk about security.

I was shocked by a sentence I came across recently: "In the new media era, you new media people mainly do one thing, which is to sell panic and fear." The housing prices in Xiongan New Area have been all over the circle of friends , and you are selling young people's fear of the future; a certain celebrity cheated on her with a young man, and you are selling young people's fear of love. It is undeniable that content that sells panic and hits the public's pain points will often be popular for a while, but more often than not, self-media people need to understand that the most scarce thing in a person's heart is a sense of security.

When I reviewed Tongdao's content positioning and strategic layout, it was not difficult to find that Tongdao was providing a core concept: warm and positive, coquettish and yet affectionate. The lewd and vulgar content during the day makes you smile, and the thought-provoking and warm articles at night accompany you to sleep. In the final analysis , "security is the most scarce resource in this era and the most core need pursued by everyone."

Because I understand you, I know what you are afraid of, and I know you can find comfort in me. This may be one of the reasons why Uncle Tongdao has remained successful.

There are many factors that contribute to the success of the top self-media: irreplaceable content, forward-looking layout, resource optimization and integration, etc. In the bottleneck period of Internet operation , the top self-media is not only a benchmark for the industry, but also the main force leading the development of new media or self-media in the future. As "Internet believers", as Huang Youcan said, "I am willing to believe with a little bit of idealism that such a world where more light overwhelms darkness is the ultimate pursuit of the Internet."

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This article was compiled and published by the author @刘考坤(Qinggua Media). Please indicate the author information and source when reprinting! Site Map