Web 3, Is The Company Ready?

The Internet world is no longer a virtual reali-ty which is independent from real life. Nowadays, the network world is a true reflection of the real world, which is not realized by many enterprises.

The Internet has moved towards the era of Web 3, and the dividing line between network life and real life has gradually disappeared, and the Internet has become more humanized. People are used to speaking freely on the Internet to show their true side, and this platform is the online community, where people are driven by the sense of belonging of the community, expressing their true feelings freely, sharing their personal experiences and communicating with others.

With the development of Internet, consumers' expectations of brands are changing. Consumer Eager to interact online with brands, they are becoming more mature and cautious when choosing to listen and interact.

If a brand wants to stand out in the competition, it needs to strive to establish the relationship of trust with consumers, listen to the voice of consumers, and let consumers really participate in brand decision-making. In fact, only those brands that have a close and accurate understanding of the life of consumers can be trusted by consumers.

Then, how should the brand use the online community to understand the consumers? One way is to establish the brand official community, and then invest more time and energy to "stir up" the community, so that the community can connect consumers together. At present, some brands in China have established official online official communities, such as Lancome rose community. In these brand online communities, consumers can interact with each other. Community administrators will also participate in the interaction of members and listen to consumers' opinions.

An active brand community like this can produce a lot of valuable information to help brands better understand their consumers. But it is difficult for enterprises to understand and digest the massive information generated by the community itself. At this time, enterprises can find professional marketing consulting companies to complete these analysis work, tell the meaning of the information of enterprises and brands, what problems behind them, and then help to develop effective brand future strategy.

with Pfizer Other companies represented by pharmaceuticals have adopted another more advanced way: Online Insight Communities, "live together" with their consumers, and then get close contact with consumers. They effectively utilize the internal motivation of online communities, listen to consumers' voices, participate in consumer discussions and ask them questions to gain a deeper understanding of consumers.

In the Chinese market research industry, online research community is a new research tool, but it has a very good development prospect in China. Under the network culture environment of China, the online research community can play an amazing potential. It aims to create a miniature society that enables members to express their views and ideas as naturally and lightly as possible in daily life, and to discuss topics of interest. Unlike traditional seminars, consumers talk passively with strangers on certain focus questions in an unnatural environment.

In our online child care research community, the issue of obesity during pregnancy is a hot topic of concern for mothers. But such sensitive topics are not usually presented in traditional seminars or face-to-face interviews. In our online diabetes community, there are patients who share their experience in how to reuse insulin syringe needles. They will use needles to blunt them to save money. If it's changed to traditional face-to-face access mode, such stories are hard to tell. {page_break}

Online research communities can help businesses understand their lives more comprehensively, and allow them to make a better understanding of their lives. Consumer Participate in the decision-making process to change the way of business market research. Traditional qualitative market research methods require long preparation and high cost before actually accessing. In contrast, the online research community is long-lasting and continuous. Members of the community can answer questions and share experiences and ideas without time and place constraints. So the questions raised in the research community can be answered immediately. Through the sincere exchange of views and feedback between brands and consumers, online communities connect consumers and corporate brands closely.

In addition, online research communities are also suitable for stimulating consumers' creativity and enabling consumers to help brands develop and innovate their products.

The goal of the above online community is not to directly create brand participation, but to gain an in-depth understanding of consumers, and then use this information to develop products that are more suitable for consumers, and design brand promotion methods that can be more acceptable to consumers.

Remember that on the other side of the equation, brand is not to impart information to consumers unilaterally through the network, but to listen to the voice of consumers and communicate with them equally. Only in this way can a brand make full use of the great influence of the Internet on consumers' lives. Only when we know who our consumers are and what consumers really need, can brands create products and services tailored to consumers based on the lifestyles and needs of modern Chinese consumers.