Are the popular Wu Tiao Ren actually marketing experts?

There is a theory of a hit product creation model, which is divided into four modules: high-quality products, good promotion, high conversion rate and private domain operation.

The significance of the model is that any product put into this model will eventually be output as a blockbuster product, similar to standardized assembly line production; put an apple in, and what comes out is canned apple.

Of course, the difficulty lies in the control of details, so the final results of everyone’s product development vary greatly.

What does this model have to do with this summer’s hottest band “Wu Tiao Ren”?

First of all, everyone must realize that promoting products is similar to promoting people, things, and objects; the strategies of those entertainment companies in creating stars are almost the same as our strategies in creating popular products.

The sudden popularity of Wutiaoren basically follows the theory of this blockbuster product creation model. Some people may think that since others have become popular, it is a bit of hindsight to analyze them.

You may not know that one of our jobs is to find commonalities in benchmark events and then incorporate these commonalities into our own products in order to produce the same effect.

Whether it is Wu Tiao Ren or Sisters Riding the Wind and Waves, this theory is reflected behind them all: a hit product is equal to a good product plus good promotion and conversion.

1. High-quality products are the result of Wu Tiaoren's solid musical foundation

If you want to create a hit product, the product quality must be up to standard first.

If you want to become a band that everyone likes, you must at least have good musical skills. I specifically looked up the encyclopedia of Wu Tiao Ren. They were a band founded in 2008, have been playing music for 12 years, have released 5 albums, and have participated in countless tours.

This reminds me of the 10,000-hour rule, which says that when people achieve world-renowned success in a certain field, it is the result of at least 10,000 hours of hard work.

The Beatles are a world-class band. Before they became famous, they also performed in bars all over the country. The experience of performing in bars greatly improved the band's professional ability, allowing them to perform with ease in future concerts.

Just imagine, if a person who has just started playing music and can’t even play the guitar well is as casual as Wu Tiao Ren and says the same words, can he become popular?

There may be a spark of fire, but poor musical basics will definitely extinguish it.

Having been playing music for more than ten years, music is something that comes easily to Wu Tiao Ren.

Otherwise, it would be impossible to change the song on the spot. It has something to do with his casual personality and his solid musical skills. It's like an experienced driver with more than ten years of driving experience who can maneuver and drift gracefully. If you let a newbie who just got his driver's license change lanes at will, he will be scared.

Therefore, the success of others is based on good basic skills, which is what we often say: products must be of high quality, otherwise there is no need to promote them. Only good products are eligible to be promoted and can be selected by the band's summer program. Participating in that program itself also shows that Wu Tiao Ren's music is up to standard, so whether they can succeed depends on the next selling point.

Second, the good promotion is that Wu Tiao Ren found the big platform of Le Xia

If a product wants to become a huge hit, it must have promotion channels.

For products, promotion channels refer to media such as Xiaohongshu, Weibo, and Douyin; for Wutiaoren, this media is the band’s summer.

There are two aspects of promotion in the hit-selling model: content and channel - content refers to the unique selling point, and channel is the exposure platform.

Wu Tiao Ren became popular because everyone saw a different personality in them, and this personality is exactly what we want but cannot get.

The once very popular "Camel in the Desert" also showed a sense of freedom and ease that is detached from the world. In order to make a living, we have to live according to the wishes of others.

When we see that Wu Tiao Ren will not change themselves for the sake of profit, such as performing in slippers and sticking to themselves despite knowing the risk of being eliminated, it is like a stream of fresh water hitting the hearts of the audience, realizing that life can actually be lived this way.

Giving people a bright feeling is the selling point of the hit model, and the distinctive characteristics of Wu Tiao Ren happen to be what the audience likes; to put it another way, even if Wu Tiao Ren does not become popular this summer, with their likable personality, they will become popular sooner or later.

A similar case is Zhang Xuefeng, who described the postgraduate entrance examination as a stand-up comedy. Because of his distinctive personality, he was popular in a small circle at first; when he encountered a big platform, such as the band's summer, it spread at dozens of times the speed like nuclear fission. We are accustomed to calling this luck.

It’s still the same old saying, masters win by strength, while ordinary people rely on luck; they just casually create a product, burn incense and pray to Buddha, hoping to get God’s favor and a little luck to produce a hit.

Simply put, is the product experience good? Is the track crowded? On the same platform, why is it Wu Tiao Ren that is popular but not other bands? Everyone should reflect on this. Don’t think you are unlucky all day long. You are not a garbage transfer station.

3. High conversion rate means you fall in love with the music after listening to it many times

I don't know about other people, but for me, as a pseudo-music fan, I may not think much of a lot of music at first, but after listening to it more, I will gradually start to like it.

It’s just like looking at a work of art. You don’t feel anything at first; but as you look at it day by day, you slowly start to like it.

Most people in life are not professional musicians, so even if Wu Tiao Ren plays the wrong strings when singing, we can't hear it.

Let’s take a look at a user comment on Wu Tiao Ren’s “Azhen Falls in Love with Aqiang” after listening to it for the first time: What the hell is this? Listened to it for the second time: I feel something. Listening to it for the third time: Love it!

This was a comment from last year. At that time, Wu Tiao Ren was not as popular as they are now. Just based on Wu Tiao Ren's popularity, everyone would probably fall in love with it after listening to it for the first time. It's such authentic music.

The conversion rate of people becoming fans of Wu Tiao Ren can be said to be extremely high, which is somewhat related to Maslow's hierarchy of needs theory; the higher the selling point, the higher the conversion rate tends to be, and the higher the selling point, the more difficult it is to create.

For example, for the lower class, as long as shoes can satisfy physiological needs, it is fine as long as they can be worn. Shoes that can be worn are indeed no longer a selling point.

The upper class’s need for self-actualization and the selling point of gaining a sense of self-respect can be seen from the crazy-popular co-branded shoes. This is a symbol of status - buy it.

Being able to integrate culture into products as a selling point and instill it into users' minds is the most difficult form but also has the highest conversion rate.

When I buy shoes now, I like to buy a certain ASUS brand, because first, it is really comfortable to wear, second, it is known as one of the four major running shoes in the world, and third, it appeared in the movie Foxhunters.

When I saw the shoes worn by the boss of DuPont, I was immediately struck by the feeling that this was not an ordinary pair of shoes, it was a kind of culture, an identity - buy it.

Wu Tiao Ren probably never thought that their casual and relaxed style would become their biggest selling point.

When Wu Tiao Ren was eliminated for the first time in July, a small-scale fermentation began on the Internet. It was the first time that everyone heard of Wu Tiao Ren. As someone who is extremely sensitive to hot topics, I speculated that this band was going to be popular, and even though they were eliminated, they would probably make an appearance again. No one can resist traffic.

I didn’t expect that he would be eliminated again just after being resurrected. Now there is a new joke: “We have to go to rescue Wu Tiao Ren again.”

It really went viral, and this summer, the program production team, the band, and the audience all benefited from Wu Tiao Ren; the program team gained exposure, the band increased its fame, and the audience enjoyed the show with gusto.

4. Final

Private domain traffic is not suitable for Wu Tiao Ren, because Wu Tiao Ren’s label is weakly utilitarian, and the essence of private domain traffic is actually to squeeze out the last bit of value from users. The two do not match.

Good music, met a good platform, and was coupled with a unique label; passers-by became fans, and Wu Tiaoren’s popularity seemed to be a natural result.

They may not understand marketing, but they are definitely marketing experts. Look at that unconventional red plastic bag LOGO, isn’t it a super symbol?

Author: Tiger Talks Operations

Source: Tiger Talk Operations