The Rebirth of the Male God Starts From Playing Games Chapter 523

Chapter 523 521. Follow the boss and get meat

“We need to distinguish between the value of the brand and the value of the product.

The value created by the brand, not the value of the product, is the first point I want to emphasize about the brand. This is not to say that products are unimportant. On the contrary, products are where the most energy should be invested in most categories.

For example, in order to help people sunbathing on the beach quench their thirst, you provide a refreshing and delicious juice. At this time, the value of the product is highlighted and people who buy it are very satisfied.

But the way we create value should not be limited to our products. Especially when we face a large number of competing products that can also create the same product value.

Here I want to give an example about music player software.

On NetEase Cloud Music and QQ Music, I searched for a song "Love in B.C." by Zou Jielun.

The number of active users of QQ Music should be much larger than that of NetEase Cloud Music, but for the number of user reviews of Li Jian's song, QQ Music has 397, while NetEase Cloud Music has 25,854, which is about 60 to 70 times different. .

So here comes the question. The value of the player product should be to find the songs you want to listen to at the lowest cost and provide high-quality playback services. But it is obvious that the value of NetEase Cloud Music is more than that. Although NetEase Cloud Music and QQ Music both It provides the value of playing tools, but NetEase Cloud Music also provides other things to users.

To put it simply, NetEase Cloud Music is a music community, while QQ Music is more like a playback tool. In a music community, it can provide users with more and richer values, such as memories of youth, reluctance to let go of lovers, and persistence in dreams. These things can be well reflected in the community, allowing Everyone blends in and resonates.

QQ Music has not done this. "

Taking this example, Cao Yang's heart was bleeding.

I was obviously the one who came here first, why did I become Wang Yiyun in the end?

QQ Music started very early. It was a strategic product proposed by Cao Yang very early after he acquired Penguin. Especially after buying Zou Jielun's company, he bound them for exclusive use and subsequently provided great value and benefits to the company.

However, it was later overtaken by NetEase Cloud Music, and Cao Yang unexpectedly came from behind.

We started so well, why could we be overtaken by others?

He can only blame himself for not being able to follow up on Penguin's products.

However, the company is now also adjusting its strategy in a timely manner and preparing to follow the practices of NetEase Cloud Music.

The only consolation is that many of the songs played by NetEase Cloud Music are owned by Bomi Music, and a lot of copyright fees have been collected for this part.

Seeing the boss's sudden silence, everyone felt a little sad.

Boss Cao's example was too vivid, and it even hurt me.

Cao Yang coughed, cleared his throat, and brought his emotions back from the memories, "So, what I want to say here is, "The value of the product is not everything, and consumers often have more complex pursuits."

The key is that we need to understand, in addition to product value, what kind of value (added value) the brand also creates for users. No matter what kind of value it is, it will converge into the value of the brand.

There is a saying that goes like this:

Abrandisaproductconsumersbuy,andanideaconsumersbuyinto.”

"What does that mean?"

Although many of the people here are top students from prestigious schools, Cao Yang is still willing to show off, "Translated, it means that a brand is a product that consumers are willing to buy, plus a point of view that consumers agree with.

We now have such a product, and what we need is how to create a point of view that makes them agree. "

"To sum up, the point of view that Bomi Notebook makes them agree with is -

Beautiful, luxurious and meaningful.

Doesn't it sound lofty? "

Cao Yang thinks I am a **** genius, even I admire myself.

There are probably only one company that dares to play this way, especially a new one entering the industry.

But the main confidence comes from Cao Yang's control and understanding of the future.

As a person from 2021, if I still can't beat you, wouldn't my life have been in vain?

“Secondly, how to build the core value of the brand?

A brand has only two values: the first value is called "Quality Assurance", which means that a brand represents "repeatedly verified quality assurance", that is, the value of the product.

The second value is called "Image". A brand must be able to bring "image and identity recognition" to users. Another way of saying it is "value output."

In the first 20 years of China's consumer market, due to the lack of qualified products, a brand could stand out as long as it could output the first value of Quality Assurance in its category - so we see in advertisements "the country's sales are far ahead", " For every X cans of herbal tea sold, there are Y cans of

Isn't it very touching?

Isn't this what the ads put in them? "

"Yeah." Everyone couldn't help but nodded in agreement.

If you think about it carefully, this is really the case.

When the quality is not enough, everyone is generally bad. Any company that makes good products will focus on quality.

When everyone's quality has improved, the emphasis will be on something else.

“But this is a business world where supply exceeds demand. Due to fierce competition and constant iteration of products, we are facing a highly homogenized environment at the product function level.

Especially as a latecomer, we do not have high-level hardware technology, and we have not yet developed software technology.

Therefore, we do not have many advantages in terms of product quality.

The product configuration and game performance we can achieve can be achieved by others.

Lenovo, HP, Dell…

All are famous for their quality.

Of course we need to ensure product quality, but we also need to export the second thing, values.

Or labels.

Therefore, when there is no more room for product innovation and price, companies must focus on the second value "Image" -

Image and identity recognition to establish their own competitive advantages and barriers.

This "Image" is based on consumer identity needs, IdentityNeeds.

and emotional resonance needs, on top of EmotiveNeeds. It is based on rigorous social psychology findings: In the context of consumption upgrading, in addition to the product itself, customers want to feel whether the lifestyle and values ​​​​that the brand wants to create are consistent with their own character and personality.

High-quality value output, like good products, can create value for users. For example, IKEA is "Home Products + Ideal Life", Lustful Salad is "Meal Replacement Salad + Light Fasting", and KEEP is "Exercise + Beautiful Body""

After the launch of Bomi's smartphones, many emerging brands were born, such as Lust, and Keep is one of them.

Keep's APP downloads are quite high in Bomi's app store.

Maybe it's because technology has promoted life, or maybe it's because times have changed. Young people nowadays are paying attention to keeping in shape and exercising, and there are more and more related fitness software.

“If you want to build an excellent brand, what is this “Image” and what views and values ​​do you want to convey are very critical.

However, I would like to emphasize that the degree to which products and services meet user needs is always the core part of brand expression, otherwise everything is just a loft in the sky.

What value does Starbucks bring to people? Obviously, it is an indispensable third space outside of work and family in people's lives. This is a connection it wants to establish.

Any time you are not working and don't want to stay at home, it wants you to think of Starbucks, whether you are going to chat with friends, want to work overtime, or just want to find a place to read a book. Everything is a specific task you generate, and it hopes you can think of Starbucks.

In this construction method, Starbucks does not need to do a lot of media placement or marketing promotion, because its product/service experience itself "Quality Assurance" and the created lifestyle and values ​​"Image" are very unforgettable. Its stores all over the streets are the best form of exposure and advertising. "

When Cao Yang said this, he looked at Liu Qiang and everyone present.

In fact, when he thought about it, there were still many problems that had not been solved, some of which were beyond his scope.

That's why he wanted to hold this meeting.

“So, I hope that after this meeting, everyone can go back and think carefully about what our brand values ​​are, what kind of feeling we want to convey to users, and what kind of feeling they want to associate with our brand.

this is very important.

You can say that our brand values ​​are beautiful, fashionable and connotative.

But I want you to find out what this connotation is.

Afterwards, if we come to a conclusion, we will hold the next meeting. "

yes.

What are the brand's values?

This thing is extremely important.

Even when we were playing games with Cao Yang, we had a unified set of values—

He just wants to make Bomi's game an excellent carrier that carries the export of Chinese culture and can provide fun.

But when it came to Bomi's laptop, Cao Yang also made the mistake of product thinking at the beginning, as if he only needed to improve the quality of the product.

But in fact, games without a spiritual core will not go far, and neither will products without unified values.

This is Cao Yang's biggest insight from yesterday's experience.

The atmosphere in the conference room was very solemn.

Because this has risen to a philosophical level.

Everyone is deeply touched, but no one can explain this issue clearly yet.

The Big Bang.

Milky Way…

It's like it's been reborn in the brain...

It's such a magical feeling.

However, everyone must have understood the message Cao Yang wanted to convey and the strategic significance of the brand. Liu Qiang and Zhong Wei will definitely be the number one enemy to conquer this matter.

"In addition, this is a too noisy world. As one of the thousands of choices for consumers, brands should not overestimate their status in the hearts of consumers. Maintain consistency and give consumers a consistent feeling every time it appears. Consumer memory is particularly important.

From a product that solves consumer problems to giving consumers identity and emotional resonance, if you can do both well, you can naturally create a high-value brand.

Back to the very beginning, conditioned reflex, do you understand? "

Cao Yang himself was also amused.

While Boss Cao was giving a speech at the meeting, everyone else was writing furiously and taking notes carefully.

Due to the rush of time, Cao Yang didn't even have time to do the PPT.

He relied on what he wrote in his notebook yesterday, and then talked to everyone for more than three hours, and gave many vivid examples.

The reason why Cao Yang was able to gain so many insights and find so many examples in a short period of time is inseparable from his years of experience.

When you understand more and have more knowledge, you will find that many things are at your fingertips.

And he has already experienced the era of 2021. He has seen many things, so he naturally has a deeper understanding.

It's possible that in the previous life, I didn't understand why I did this, and only left a superficial impression that "this is already the case".

But this time he went through it again, and those things that he hadn't figured out were naturally figured out.

"Finally, one more thing."

Cao Yang paused and said, "I think we should increase sales team members. The sales I am talking about are not the kind of people who sell goods in physical stores. To be precise, they are business promotion personnel who can go to the government, enterprises, and units to place orders. That kind of person."

"Um?"

Liu Qiang suddenly raised his head and looked at Cao Yang in surprise.

Boss Cao, weren't you very reluctant to do these things before?

Why did he suddenly change into a different person?

Cao Yang suddenly felt that something Yanagawa Shi said was right.

He finally figured out one thing in his heart -

Sales is not a simple relationship between supply and demand.

There are also very complex interpersonal relationships involved.

We have to find a way to get orders from governments at all levels.

Looking at it this way, Bomi not only needs salespeople in offline stores, but also salespeople who can run business and understand interpersonal relationships.

Especially in a place like China, the relationship between people and society and people is very important.

Cao Yang used to be quite aloof, thinking that as long as the product is well-made and the wine is fragrant, people will buy it if we do our job well.

Recently, several things have greatly touched and changed Cao Yang.

The first one is to have dinner with Yanagawa Shi.

I listened to a lot of stories during the meal. Although Yanagawa Shi is quite rubbish, he also revealed some of the essence of the company.

The second is to experience it yourself on the front line.

Cao Yang himself also figured out something—

Consumers are not just individual consumers, but also corporate consumers.

Especially for laptops, enterprise consumption accounts for the majority.

Lenovo's ability to survive is actually due to the consumption of enterprises, governments, and government agencies.

They were able to get a huge number of orders, and even the higher-ups supported them in going to the countryside.

What is meant by supporting products going to the countryside is actually requiring even township units to buy Lenovo products.

Think about it, there are so many government agencies and so many companies in China, they are all supporting Lenovo computers. How could Lenovo not make money, how could Yanagawa fail?

Isn't this a joke?

But one thing is very good, that is, in the eyes of the above, Bomi is also a biological son, a good company, and someone who needs special care and support.

In the past, I had no choice. After all, Lenovo was the dominant player in China.

Later, Cao Yang thought about it for himself and realized that Lenovo's dominance was inseparable from Liu's style. This person knew how to maintain interpersonal relationships, know how to stick together for warmth, and then became an industry leader and entrepreneur leader.

Liu's status and reputation mean that few people in China dare to challenge him or confront Lenovo head-on.

Lenovo makes laptops, who else is dissatisfied? Who dares to move?

Those who are capable have been won over by Liu, and they should do other things. Don't come and compete with them for the cake.

Those without strength will naturally be defeated by Lenovo.

Unlike foreign countries, we really need to engage in anti-monopoly. What's more, Lenovo is still a state-owned enterprise. After all, the state controls a large part of it.

Yanagawa Shih has not yet started his maneuvering method to turn state-owned assets into his own.

So under such circumstances, no one can shake Lenovo.

Cao Yang proposed this idea, and everyone immediately realized what he was talking about—

Boss Cao is equivalent to declaring war head-on with Lenovo. Whether you rely on advertising or product quality, you are all playing the consumer card and selling to individuals and companies, but you have to get government orders and even military orders in the future. …

This is digging into the foundation of Lenovo!

Boss, is this too cruel?

"The key is are they really willing?" Zhong Wei also raised his concerns.

"It all depends on people. We have an advantage in strategy," Cao Yang said with a smile. "This is also the only way for us to develop the notebook business."

Yes, this is the only way to go, because getting orders from government departments is the big deal.

Everyone purchases them in a unified manner, and once they purchase a large quantity.

Individual consumers are nothing compared to businesses and units.

If you want to shake Lenovo's fundamentals in China, you have to take this path.

Fortunately, Bomi has done quite well in smartphones, so Cao Yang is now highly appreciated by his superiors.

So Cao Yang himself had already thought about it. After he returned to the imperial capital, he would have to talk to his leaders about his ideas and promote the laptop business.

"Don't expect to be able to eat a fat man in one bite, you can eat slowly. Just order as much as you can, take your time, don't be in a hurry."

Cao Yang felt very stable.

There are several reasons why it is very stable.

The first is that Bomi has a very good image now and performs well in the eyes of the authorities, so he will definitely get support.

Second, Lenovo will have a thunderstorm sooner or later. As long as Lenovo has a thunderstorm and its reputation declines, the country will naturally look for alternatives.

As long as Bomi can stabilize its position, strive to develop its own hard power, develop technology, improve the operating system, and make breakthroughs in computer hardware in the future, then when the time comes to find alternatives, Bomi will naturally be the first choice.

And according to Cao Yang's own judgment, this time will not be long.

This change may come in 5 or 6 years.

Everyone discussed it all afternoon, and Liu Qiang took four or five pages of notes.

The general content has been discussed clearly, and it is clear what needs to be strengthened in the future, what to do, and what the purpose is.

Cao Yang himself was very pleased to see that everyone had reached a consensus.

"Oh, yes, running business does not mean that there is no bottom line." Cao Yang suddenly remembered something, "The company will reimburse the guests for dinner, and it is okay to give gifts to build relationships, but don't break the law."

The law is our bottom line, and Cao Yang is very clear on this point.

"I got it."

Liu Qiang nodded and took notes in his notebook.

So far, the development chain of the entire notebook computer has been very clear, and many contents have been streamlined.

Except for some issues that have not yet been resolved, today's meeting actually made great progress.

At least everyone has a clearer vision of their goals and understands the company's future development direction.

I feel confident and at ease.

I also know where to pay attention and what issues to focus on in future efforts.

This meeting can be said to be very critical. It is just in the initial stage of the company. If we wait for a year or two to discuss these issues, for example, what is the company's brand value and what kind of value does it want to convey to the players? .

Then it may be too late by then.

So it makes sense to make decisions before taking action.

Fortunately, generally speaking, there are no big problems with the product itself. The focus from now on will be on sales and how to create brand value.

After the meeting, Cao Yang had to catch a ten o'clock flight, so he left first by car.

A bunch of people were left standing at the door and kept sighing.

"I received too much content today. It feels like it will take a while to digest."

“The boss is really awesome. I have only experienced working as a physical store employee for one and a half days, and I can sum up so many things. I couldn't do this.

If I were really allowed to work in a physical store, I would really be able to spend an afternoon without thinking about anything. "

"Hahaha, doesn't this reflect the gap between you and the boss?"

"Yeah, if I were the boss, it would be really extraordinary to be the richest man in the world."

"I admire you. I used to hear you brag about how awesome your boss is, but today I really kneeled down."

"Wow, the boss is too handsome, isn't he? Oh, I mean he is cool, not in terms of appearance, but in terms of values."

"Hahaha, it means you listened."

"The boss's strategic thinking is simply too strong, and his presentation skills are superb. I feel like I am listening to a teacher's lecture in a university."

"Otherwise, how can I be the boss?"

"A good boss must be a good speaker, otherwise the people below will not be convinced by you. Look at all the Internet tycoons in China, including Yanagawa Shih and Ma Yun. Which one is not very eloquent? "

Yes, Yanagawa Shi can also teach cross talk with Yu Qian, and Ma Yun often attends various public occasions to give speeches, making herself like a godfather.

"Work hard. When you can be like this, you will be a master."

"If I could have half the skills of my boss, I would have started my own company a long time ago."

"What are you thinking? You should just work honestly and follow the boss so that you can eat."

… (End of this chapter)

Chapter end