Luo Zhenyu, An Advocate Of Chinese Market Communication Theory, From The Media To Illuminate The Future

< p style= "text-align: left" > sponsored by China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "association, Shandong Ruyi Group Co sponsored by China," a "," Hou "," 2013 "and" Textile Industry Association ". The Chinese fashion forum is held in Beijing China Grand Hotel.

The theme of this forum is to create new models.

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< p > March 28th, the theme meeting on the theme of "changing business models" has condensed the strategic insights of nine top experts, and each expert's 18 minute independent speech will be understood in a simple and profound way.

At the scene, Mr. Luo Zhenyu, the advocate of Chinese market communication theory and the speaker of Luo Ji's thinking, brought the new viewpoint of "self media to illuminate the future".

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< p style= "text-align: center >" advocate of Chinese market communication theory, "Luo Zhenyu, speaker of Luo Ji thinking.

< p > Luo Zhenyu: < a href= "http://sjfzxm.com/news/index_c.asp" > from media > /a > is to play innovative. The innovation I am doing today is that I do not have PPT.

Only this edition.

Benjamin didn't want to admit that he was doing the media, which made me think of the French philosopher Satan, and then Sutter was an existentialist in his later life. And I remember Marx writing to the Russians, and Marx said that the Russians said Marx was also a great insult to me. Now I really don't mean to admit that I am from the media, because everyone who drives a micro-blog says he is from the media. If the definition of a concept becomes so broad, his power will be lost. Now that we have to use this word, let me tell you from my point of view that the media I define is not necessarily welcome in the sub media world. To tell you the truth, a few months ago, the word "media" suddenly rose in China's public opinion field. Many people were talking about it. Recently, I interviewed a lot.

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< p > why is there a self media phenomenon in China? No doubt it is related to our mainstream media and media organizations being subject to too strict control. So many people think that if I am outside media organizations, I will open a place where I can be free to take place with a lonely body, the so-called self media.

Their dialogue objects are those powerful and huge organizations, but in my view, they have to face two kinds of doubts against the so-called "self media" from the organizational body. First, can't you be bigger? Do you not be a strong organization when you are big? Second, although the original organized media have many defects, he must have the bottom line of shame. You can't even have the bottom line of your sense of shame. How can you build your credibility? This is a dilemma faced by the traditional media as the opposite of the definition of the media.

In my opinion, what we call the "media" is not the traditional media. Our opposite is the traditional logic of the masses.

I often say that since the media is not outside the traditional media, he is basically the next practical logic on the top of traditional media.

The logic of the next era will be reversed with everyone.

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< p > what is the media logic of the traditional era? Here is the media's attention, they write articles, broadcast TV shows, produce a lot of attention, and then sell these attention output to all of you here. You are an industry side, so the media and industry is a kind of horizontal cooperative relationship. In other words, in the media, there are two elements of the game, the first is content, the second is the channel.

Take Zhao Benshan and CCTV for example. When Zhao Benshan is not a cow, CCTV will be very happy. When Zhao Benshan is very good, the customer will start to shop, so the game between the two sides will start.

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When the time comes, the value of all traditional channels of mass media is vanished. They are not blowing the ground. They are pumping the waves. The essence of the Internet is to dispel all the mandatory neighbouring relationships. Don't say that I pick up the newspaper, I must see your front page advertisement. Sorry, I have IPad now. Don't tell me, I don't want to tell you your TV play. I can't afford to have Youku and potatoes. You don't want to be cool. You have to insert advertisements for me. We still have 360. < p > we compete with the channel on the price of advertising price to buy the value of his attentional attention, but I want to remind you that the Internet is the Internet.

We had to go through Yongan, but we could not hide.

But not long ago, I suddenly found that no one was watching the racket in Jiangnan Chun Li. Everyone was watching the mobile phone. This is the power of the Internet. So there is no strong force in the neighborhood of the media. It is thought that standing in the Tiananmen tower is the era of leading the whole nation and the national revolution.

When the time is not, the factor of this game has undergone qualitative change.

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< p > the game of the future is who and whom. I personally think it is the game of glamour personality and skimming too. It is the game between miss and Mommy.

I just talked about a very strange word called beautiful personality, what is called personality charm, not a star, it can be a star, can be a single person, or a combination of stars, for example, animal relativity, he contains Wu Po and mobile two personality, compared to say every day brother, he contains seven boys, happy family he includes Sheenah, He Jiong such a group of people, it is not even people, Mickey Mouse Donald Duck, these we can call it beautiful personality, why do I judge beautiful personality is the protagonist of the future game?

In the value chain, which element is scarce, I am sorry that factor is the previous one.

I still remember that I once said that New York Times news reports are always valuable. So the two Internet is still not coming. It's just that the print media have become advertisements. We still charge for them. But in the past ten years, three times have been wasted.

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< p > value must be added to scarcity.

For people, the most important and valuable living material is air, but who can use the air to sell money, because the air is too much, our information is also the same, too much information, before the printing machine was born, the most valuable thing in the world is the work of the craftsman. At that time, the content of the Bible was not valuable, and the most valuable and scarce labor was, so when the first batch of printed Bible was sold in France, you could not have so many books, so many books must be rich people. At that time, labor was before, but after printing machine, what changed before?

So the copyright appeared, but in the Internet age, the copyright era passed away, because the content is not worth the money, the content of the production is too many, what is the most valuable at this time, this is left to our generation thinking.

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< p > we do not think why stars will account for more than half.

Bollywood is even more popular in India. You go to the movies every day. You never have enough time to see the new movies in the world this year. We need to identify the symbols. Feng Xiaogang's films are made in a year. The film that Jiang Wen made may not be one in five years. This provides scarcity. The beautiful personality of a certain star and a director provides the scarce elements of the future experience industry information industry with unlimited supply.

We can clearly see that almost all the beautiful personality can be exchanged for the value of the city. Just now, a speaker said, how did this Jocie Guo not only bring scandal to the Hermes, but bring value, even evil, which is charming. In this world, it is no longer Pyramid, someone is at the top of the tower, someone is on the base, the world has become a ball, and the ball is full of prickles. In any bar area, as long as you highlight a point, Congratulations, you will gain commercial value.

So no matter who you are, you can rest assured that your intuition is being remembered. Even if it is evil, beauty will harvest the corresponding commercial value. This is what we are going to face in the era of Internet business.

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It will extend the next logic, that is, since the emergence of the media, I have made myself a media brand called "Luo Ji Thinking" for the past three months. I have basically crossed the food, WeChat and micro-blog. There are also some crosses in the future. In my experiments, I have several such experiences. First, since the media is not a new media, since the media is a concept beyond the traditional media and new media, I think the pioneers of Chinese character media are not those big grass roots, nor the large size of millions of fans, but Guo Degang and Zhou Libo. These people never give up traditional media, they are still the stars of traditional style. < p > Natural

Let's take Mr. Lang Xianping for example. What is his pattern? Traditionally, he calls wool out of his sheep, while Lang Xianping plays wool on the wolf's body.

The real profit model is through the monthly publication of the program, the other area's live speech.

The biggest advantage of the media is its personality, so the core of traditional media is basically the path. It has the right entrance to the sea and has a clear map. Since the media is more like a snow capped mountain, when it comes to winter, it is not important to downhill the thick snow on the top of the mountain. What kind of specific path down the mountain is sure to realize its commercial value.

Lang Xianping's accumulated popularity has turned into his speech. His publication has gained commercial value in all aspects, and more importantly, he has advertised < /p > among all his channels.

Our operation path, not to be bigger and stronger, we will usher in a small Beauty Company era. The coverage of your products is not necessarily so big. Because your experience is unique, you must not cover the whole world like Nike, but you can be in the enterprise to the extreme. It is very likely that we are faced with a small and beautiful era. How to integrate with the media is basically three modes. The first mode is the industry chain recommending media. For example, our clothing industry, like Miao Zong, a famous entrepreneur, why he wants to show himself on such occasions is to get some media quality for his industry chain. < p > business in the future is just being interviewed at the door. I said it is likely that the garment industry will change.

The most typical example is Pan Shiyi. So what is he doing and doing exhibitions? What does he do? Is he not getting some kind of media attention? I have known Pan Shiyi for many years, and I know he knows many media people, but these media people haven't seen any money in him.

This is a model.

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< p > second models.

That's the so-called self media. When he got a certain social reputation, he built himself from the media.

Just last night, we launched a conference on mobile phone hammers. It was originally a New Oriental teacher. He completed the construction of his own industrial chain, so he came out with a hammer cell phone. Because of his popularity, I made millions of sales of insect phones.

He can sell Zizyphus jujube with his popularity, and it is also a good business.

What I do is to study third kinds of experiments, which are logical logic thinking. I am expecting an industrial chain. I am waiting to cooperate with you. You produce value of attention, and I buy it. But between the future media and the industrial chain, there is a relationship between the same value chain, just like the value brought by Jobs to apple.

So what if some companies say I have no ability to get media? OK, logical thinking, I prefabricate one here for you to buy. This is not a traditional advertisement. It is a new end of cooperation.

I am doing experiments in this field. Now I have fifty thousand or sixty thousand people on WeChat platform. There are more than ten thousand people per capita micro-blog, about half a million people per video. I am within a month, within two months, I will switch logical thinking to the daily broadcast, and show you ten minutes a day.

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< p > but if I can gather one hundred thousand people, is my business value big enough? Many people are asking themselves what the business model of the media is. My answer is this. I say your problem is not valid. I am almost alone in my cost. What business model do I want, I earn only a little money enough for my life.

Thank you.

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