The overall view of the Internet celebrity product creation model

As the saying goes: Those who do not plan for the overall situation are not qualified to plan for a specific area; those who do not plan for eternity are not qualified to plan for the present. This sentence is absolutely appropriate when it comes to the creation of internet celebrity products . In this article, the author will tell you how to use a holistic perspective to better create Internet celebrity products.

There are many bosses of traditional businesses who are dreaming of creating an internet-famous product, but when the product is launched, either the sales are not good, the exposure is not good, or the reputation is not good. In short, there will be various traps waiting for these companies. So, we came to a conclusion: it is really difficult to create an internet celebrity product.

There is another saying that goes, it is difficult for those who don’t know how to do it, and it is not difficult for those who know how to do it. Just like an exam, for the top students, the exam is like an open-book test, but for the poor students, the exam is simply fatal. So when it comes to creating internet celebrity products, what is the difference between top student companies and bottom student companies? The answer is a holistic view.

I have been engaged in the operation and promotion of fast-moving consumer goods and B-side businesses for several years, and have come into contact with dozens of companies, large and small. For those companies that are doing well, the company leaders have a clear understanding of the overall situation from the beginning, so it is only expected that they will achieve good results.

Poorly performing companies are the kind that walk and watch, not knowing what they will encounter or what will happen tomorrow. They are always expecting a blind cat to meet a dead mouse. Wake up.

I was just wondering why those poor-student companies don't have a global perspective. It's not that they don't want to have one, but that no one teaches them or guides them. Plus, they don't know how to learn and master the skills, so they end up wasting their time. So in this article, I will share with you the overall perspective of creating internet celebrity products, hoping to point the way forward for you.

01 Internet celebrity products create a holistic view

What are the modules of the overall view of creating internet celebrity products? In chronological order: formulation of business strategy, building a matching team, determining product positioning, outputting product logos, producing corresponding content, and continuous content output and promotion.

After reading this, everyone should have a better understanding that we lack a global perspective. Apart from the last piece of continuous content production and promotion, our awareness of other modules is almost zero. Everyone believes that those common sense things do not seem to require extra effort.

When running a business or promoting a product, people often fail to see the forest for the trees. They only focus on specific things and ignore the role they play in the overall situation. The above modules have a very obvious feature, some are one-time work, and some are continuous work.

It is precisely because some tasks are one-time jobs that they are overlooked by everyone, such as the formulation of business strategies. Almost no company will do this module, especially small companies who may think, why do we need a strategy? We need to survive. How can we survive without a strategy? Let’s put it this way, choosing between advertising on Xiaohongshu or Weibo is a strategic decision.

02 Briefly analyze each module from a global perspective

Business strategy formulation

When we first entered society and started from grassroots positions in the company, we heard about business strategy. Our biggest feeling about it was that it was too abstract and impractical. It was not until I was promoted to a management position that I gradually realized the importance of strategy.

Taking fast-moving consumer goods as an example, formulating a strategy for internet celebrity products from scratch is not just about making the product and launching it into the market.

Instead, it is necessary to determine the company's business strategy for the next three to five years, such as determining the target audience, promotion strategy (whether to find a small platform to launch first, or to roll out to all platforms from the beginning), online and offline deployment time, product development plan (whether to let users participate), competitive product research (estimating the market trend in one or two years), etc. These are all things that need to be thought about before officially starting.

Formulating a business strategy is time-consuming and brainpower-intensive. Is it worth it? Of course it's worth it. The mistake most entrepreneurs and business operators make is to act as soon as they think of something, and the ideas that suddenly pop up in their minds are often unreliable.

Without investing energy in formulating a business strategy, the development of a company is like building a building without a blueprint. Only God knows what kind of house will be built.

Build a matching team

Only after the business strategy is formulated can we recruit people. I have also encountered companies that recruit people first and then decide what job to do based on the situation. It would be fine if such a company had spare money, but if funds are tight, all we can do is to make the boss happy.

Just like what is said, “set strategy, build team, and lead the team”, once the strategy is in place, for example, during product development, it will take 3 months to conduct user research and optimize the product. Then we need a user operation position to do community operation, and this position must be included in the organizational structure.

If the strategy is to make a single breakthrough, such as promoting products on Xiaohongshu, then the Xiaohongshu operation team will be needed to support it. Everyone will know what kind of people to recruit. Now that you have a business strategy, any work you do thereafter will feel like it has a direction, becoming clear and simple, and you only need to execute it.

Determine product positioning

The person in charge of each company has more or less some idea of ​​the positioning of his or her product. For example, our biscuits are for children, our shoes are for young people, and our ramen is for people.

If positioning were so simple, then companies doing brand positioning would be out of business. Positioning must be precise. Hitting the user's G-spot is good positioning. Positioning that is the same everywhere is not called positioning.

There are many ways to position a product. You can find out the product's positioning from service, product, user demand, price, etc. For example, Qia Qia melon seeds are positioned as "mastering key preservation technologies" in terms of their products, Yuanqi Forest is positioned as sugar-free, Jiang Xiaobai is positioned as user emotion based on user needs, Haidilao is positioned as a perverted service, and Pinduoduo is positioned as a low-price purchase.

Creating a distinctive positioning will make it easier to implant this positioning into the minds of users. For example, the positioning of nuts can be set like this: eating them will make you feel happy, less irritable, and more energetic, making you ten years younger and more beautiful. The positioning of eating nuts to make you younger will definitely increase the purchasing desire of many users.

Output product identification

This is a very important task, but many companies do not pay enough attention to it. Have you ever seen an example of a company spending 200 yuan to make a product logo and hoping to make a profit of 200 million yuan? I have seen it.

It's like some bosses use four wheels to casually assemble a small moving car, and then want to outrun Ferrari. When they can't beat it, they lecture their employees: How did you do this? Our car is so good that it can't outrun Ferrari. You need to reflect on this.

Outputting product logos is a one-time job. Once this work is completed, it is likely to accompany the company for the rest of its life. Look at the red logo of Coca-Cola. It has remained unchanged for more than a hundred years.

One-time work like this that is extremely important and takes a short period of time must be given special attention. Product identity refers to the design elements in all materials that a company displays to the outside world, such as logos, product packaging, official website images, business cards, etc. It should be unified and in line with the tone of the company or product.

Most companies do not have the ability to produce this thing themselves and need to outsource it. There is really no need to be frugal in this area. Just treat the channel to one less meal or go out to sing one less time, and the money will come out.

A well-designed logo can bring a ten-fold or a hundred-fold return. What can a well-designed channel bring? Will we promote your verbal commitment? If the logo is well designed and the product has strong sales potential, channels will naturally come to you.

Create relevant content

This is the part that our company likes to focus on the most, because it is daily work and we have to do it every day. Companies that lack a global perspective prefer to focus on this area.

Throw the product to the product promotion department and tell them to use it to create content for promotion. Then, in the product and publicity department, when a new leader is appointed, the tone of the content will change. It would be strange if such a company could succeed.

It is precisely because the business strategy and product positioning have been determined that we have a direction for what content to output later. Whether it is your own company's new media operation or an outsourced soft copywriter, you can just output content that matches the feeling given by the product logo and then launch it.

Continuous content production and promotion

I would like to ask everyone, can you eat a fat man in one bite? Everyone knows that it is not possible, but why don’t people think this way when creating internet celebrity products? The creation of an internet celebrity product takes at least one to two years. Some companies begin to doubt their lives when they see no results after running short videos for a month.

I wondered if the product was not good or the marketing was wrong, so I tried another product.

Maybe there really is something wrong with the product, but if you follow the modules outlined in this article, this situation will not occur. Following this process, making an internet celebrity product is as easy as taking something out of your bag, but the prerequisite is persistence. In the book "Full-Stack Operations Expert", product promotion strategies and methods are also explained.

If there are no problems with the previous modules, continuous content production and promotion will be required. The purpose of doing this is to increase user awareness of the product by increasing its popularity, and ultimately increase user loyalty to the product.

This series of changes in users' perception of the product does take time. Just like a boyfriend and girlfriend falling in love, there is a process from strangers to familiarity, and the same is true for creating internet celebrity products.

03 Last

After reading this, you should have a general overall view of the creation of Internet celebrity products, and know what modules a product needs to go through from scratch. Although some places have been briefly introduced, it is not easy at all to do them well, and it requires the consumption of brain cells.

When we have a global perspective, we will look at the creation of Internet celebrity products from a bird's eye view, so that we can be more at ease when doing things.

It is really like the opening sentence: Those who do not plan for the overall situation are not qualified to plan for a specific area. Without a holistic view of creating internet celebrity products, you can’t even do a good job in promoting Xiaohongshu, I’m sorry.

Author: Tiger Talks Operations

Source: Tiger Talk Operations