Luo Zhenyu: From a media person to an entrepreneur, our 6 suggestions for content entrepreneurs
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Luo Pang, who transformed from a media person into an entrepreneur , has gained new insights into entrepreneurship through his entrepreneurial experience in the past three years. Yesterday, Luo Zhenyu gave a presentation titled "From Luoji Siwei to Dedao , My Entrepreneurship Report" at the "36 Tips for Dark Horse Entrepreneurship". Then, the editor’s circle of friends was flooded with messages. It seems that our Luo Pang’s harem is very powerful! As a loyal fan of Luo Pang, the editor stayed up late to organize his thoughts on content entrepreneurship . This article will be of great help to content entrepreneurs. Below, Do it: 1. Three “pitfalls” dug for the industry The first “pitfall”: living like a USB flash drive . We just started talking about USB-disk-like survival (note: carrying information, no system installation, plug and unplug at any time, free collaboration), but then I became a "host" and started a company. Many people are very angry and say that you betrayed yourself. Didn’t you want to be a USB flash drive? That’s what I thought at the time, and then I changed my mind, and I made progress. The second “pitfall”: community . After we proposed that community is a business, many people started to build communities. But we soon discovered that this didn’t work. I announce that we will stop recruiting members for Luoji Siwei. We will continue to serve the existing members who have rewarded us. Now, there are many articles on the Internet that criticize us and call us a social network. In fact, this matter has been forgotten for two years. The third “pitfall”: content e-commerce . Since the beginning of last year, we have been talking about doing content e-commerce. I believed in it and worked hard to do content e-commerce. However, as a startup, it is impossible to achieve exponential growth that exceeds society's expectations. We cannot recreate an Alibaba or JD.com in the e-commerce field. When I realized there was a dead end not far ahead, I couldn't run anymore. So last year, we gave up the track of content e-commerce. Let’s talk about it again. Since the middle of last year, when we started talking about content payment , I found that a group of brothers followed suit. But I can say responsibly: this matter is still a pit. We cannot repeat the mistakes of last year this year, so we will have an event on content payment around March 8th. In fact, we escaped with our lives in a runaway race. I didn't mean to dig a pit for anyone. I was in the pit myself. I am still relatively agile and climbed out in time. Maybe I won’t be able to climb out of the next “pit” by myself. 2. Three major trends in content marketing During the three-year growth trajectory, I believe we must firmly adhere to three general trends and keep them unchanged, while everything else must change. Trend 1: Trends are becoming shorter and shorter . I have been trying live streaming like crazy recently, why? Because I know that if I can't catch up with the live streaming trend, I will be even less able to catch up with the next trend. If you think about it , WeChat official accounts have only had a clear window period of three years as an entrepreneurial platform. If we follow this general trend, if live streaming is the next window period, it will definitely be less than three years. No matter who live streaming makes famous or how many wealthy families it creates, it will end in two years, and no one knows what the next one will be. Trend 2 : Personality traits are becoming more and more important, and individuals are becoming more and more empowered . In theory, all content platforms created by large companies are essentially empowering individuals. The more competition large companies have, the more subsidies they provide, and the more they curry favor with entrepreneurs and content producers, the stronger our personal empowerment will be. In the ultimate ideal state, individuals can do whatever they want on the Internet by receiving subsidies. This is the ultimate state. Therefore, personal charm will become increasingly important in future content marketing . Trend three: The overall division of labor in society is irreversible . The essence of all economic phenomena will not reverse the division of labor. If you interpret the sharing economy as each person or a company can persist in doing a lot of work, and can cross, traverse, and hybridize, then you are wrong, definitely wrong, or you can say that it is a temporary phenomenon. For example, Uber has made many company executives willing to drive at night, earn some money and socialize . This can certainly be a temporary trend, but what will be the final result? The final result will surely be that people in traditional division of labor will use opportunities like Uber to try out whether they are willing to drive an Uber car professionally. Sure enough, after the craze died down, the people who came in to try it out became two types: One type of people buy a car and drive it diligently; the other type of people return it and do what they were supposed to do. This is the formation of a new division of labor. The sharing economy actually obscures the general trend of human economic development. This general trend is irreversible and is called division of labor and then cooperation. 3. Six suggestions from Luoji Siwei for entrepreneurs 1. Get rid of inventory all the time. To give a simple example, if giants exist, their bodies cannot be the same as ours. If any of us present here were enlarged five times, our size would definitely change. Why? Because when you magnify the same proportion by 5 times, your weight actually increases by 125 times, which is cubic. But the cross-sectional area of your leg bones increases 25 times, which is the square. Therefore, with your current body shape, your leg bones will be unable to bear the weight, and you will be crushed to death by yourself. All stupidity comes from standing in your current situation, drawing an extension line, and thinking about your future. We always think that our current path may be right, so we multiply it by a large number and imagine our future. Throwing away inventory does not mean throwing it into the trash, but throwing it away in your entrepreneurial portfolio and you just don’t care about it. We break off pieces like a bear breaking off a stick, and then instead of throwing them on the ground, we give them to those who believe. For example, I broke up with Papi Jiang last year. I think that reputation is really not important. What is important is life and death. Entrepreneurs face life and death challenges at every step. The first rule of starting a business is to cut off, give up, and leave at all times, and throw away your stock. 2. Content entrepreneurship is not content creation. Content creation basically ignores the user side, because a great creator understands and expresses the world completely from his own perspective. Users will follow you and enter your world because they like you. This is why novels are so long and movies are so long, because you need to bring your users into your situation and perspective. But today, when you start a content business on the Internet, you must respect your users greatly. Their attention span is not focused and they only stay for a short time. In this case, how do you provide content for them? Let me give you a few very interesting small standards: 1) For example, in the articles on Luoji Siwei’s WeChat official account , there is a hard standard that “exclamation marks are absolutely not allowed”, because exclamation marks represent personal emotions, but it is impossible for anyone in the official account to follow your emotions. 2) The second is to avoid using adjectives as much as possible. Using adjectives means you are inviting users to enter your psychological feelings, but users cannot enter. 3) In addition, with WeChat public accounts as a symbol, a new way of reading has emerged: "screen reading". In the past, we read word by word and read Weibo line by line. Now, we can read a whole screen at a glance, so all your rhythms must adapt to the feeling of this screen. If you start a business and hope to gain users rather than fans, you have to respect the user's status and scenario. It’s good enough if users open WeChat and glance at you while they’re on the subway. You have to ensure that every screen contains golden sentences, data and key information. This is why I often see many people writing beautiful soft articles, but with a shocking reversal at the end. Do you remember what they were selling? I don’t remember. Because the attention has been consumed. Such a thing has happened in the history of Luoji Siwei, where an article has been circulated over 100 million times across the country. We anticipated that it would become popular and were very excited. We readjusted all the merchandise in advance and moved all the best-selling items to the homepage, preparing to do big business the next day. However, the morning rush hour of the next day had passed and nothing happened. Why? Later I came to a conclusion that the peak period of content traffic must be the low point of e-commerce sales. This is the bitter lesson of Luoji Siwei. Why? It is very simple, because when users buy things and when users watch things, they consume the same hormone. When a very stimulating content has consumed all their hormones for the day, they don’t need to buy anything to stimulate them again, so they just leave after watching. Only those public accounts that never sell anything will pursue hundreds of thousands+ or millions+. If you really want to do business, you must have a stable and continuous small-step and fast-running type of traffic. This kind of traffic is high-quality traffic that can be monetized. This is the difference between content creation and content entrepreneurship. 3. Think about how to break up before starting a business. From an individual to a company and a team, "an individual must live like a team, and a team must live like an individual." If you fail to complete the first step, you cannot become a content entrepreneur. But once you achieve the first point, you will find that your challenge is the second sentence: many content entrepreneurs often cannot become good team leaders. I strongly recommend that you find your partner before starting a business. After finding the right partner, what is the most important thing? Dividing the equity? Dividing the labor? None of them. It is to negotiate how to split up the partnership. All startups face this problem, which is that the value between founders is constantly being adjusted. The most important person at the beginning may not be the most important after a few years of development. This is especially true for content startups. This adjustment mechanism is not about whether it is emotionally acceptable or not, but it must be written down in black and white to ensure that it is completed with the lowest cost in time and money. Once this happens, the impact on the company's value will be very significant, and preparing a breakup plan is a prerequisite for the team to move forward. 4. Establish the attitude that users are kings. From the perspective of values, we should establish a service attitude that puts the user as king. This is not empty talk. The scenario we have found now is to regard every user as the emperor. I am at most a bachelor of imperial studies. Is the emperor's time important? Are the emperor's interests important? Are the emperor's feelings important? So we often say this: today's mobile Internet turns every user into a king. When you open your phone, you will find that there are thousands of cars serving you around you. When you open Ele.me, there are thousands of chefs waiting to cook for you. In the areas of physical and spatial consumption, users have been treated like emperors. Will this situation happen again in the knowledge industry? My answer is yes, because when users become emperors, it is impossible for them to return to the field of educational knowledge and become grandsons. So whoever can correctly identify the user as the emperor will be able to share the dividends of this batch of knowledge entrepreneurship. 5. Create high-frequency, continuous, small-scale, and fragmented content products. If you want to produce knowledge-based content, these four points are very important: high frequency, daily updates, small amounts, and fragments. A knowledge producer should accept this: We certainly know that it is important to read classics and big books, but what if we can't read them? I will give you a transitional solution. In the field of knowledge, a particularly great opportunity has actually emerged. In the past, the three industries that mainly provided content in knowledge production were: publishing, education, and media. The reason why we have a lot of struggles with content entrepreneurship today is that today’s content entrepreneurs are usually people with media attributes, and most media are free models. But we overlook that publishing and education have always been paid for. So if we look at the big picture, you will know that knowledge entrepreneurship must learn from the publishing and education industries how to produce content that users pay for, and achieve a virtuous cycle and development. 6. Knowledge services are a huge opportunity. However, the three industries of publishing, education and media have all been hit hard. Why? I personally think it is a problem of attitude. In the past, they have always adopted a top-down attitude. If someone can reverse this situation first, and instead of looking up, we can look at each other at eye level, can we? Can I stop requiring my users to not only pay me, but also be my fans and express their admiration for me? We are just a content consumption transaction. After you buy, you leave, and I will continue to produce better content. If someone is capable of adjusting this attitude, I believe a huge opportunity will emerge, a super cross-border integration attitude called knowledge service. It has media attributes because it is fragmented; it has publishing attributes because it produces and distributes content; and it also has educational attributes because it provides unfamiliar knowledge. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Momo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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