Enlightenment of traffic black hole theory to traditional industries
So, what is the traffic black hole theory? That is to say, in the process of brand communication, there is an invisible third space, which can quickly gather traffic, burst, re-gather, and burst again, and so on. Its essential feature is connectivity. The traffic black hole connects users with all the scenarios that can be connected, and has a very high adsorption to users. It swallows traffic like a black hole, and once again forms a new, more powerful traffic center.
Nowadays, the influence of traffic is greater than the influence of brands. It is not important whether a brand is the first or the second. Consumers are more willing to accept personalization, recommendations from friends, or products endorsed by traffic. Therefore, the brand's unilateral and propaganda advertising has been of little use. What really affects users is no longer how many advertisements they have seen and how many stories they have heard. It's those brands that really connect with users and make users feel warm.
The traffic black hole theory seems to conflict slightly with the positioning theory, but it is not, but the order may be different. Positioning theory believes that companies must create a "positioning" in the minds of potential customers to seize the minds of users, and emphasize that becoming the first is a shortcut to the minds of users. The development of the Internet has restructured the online and offline traffic space, making the process of seizing the mind more difficult. Users are more inclined to accept diverse, novel, and interesting species. The brand structure also shows a trend of diversification and decentralization. In everyday life, we seem to be able to name more than one brand, regardless of the sub-category. Even Gorgory is no longer known.
In this context, we have seen the emergence of many new species: Pinduoduo, Douyin, Ruixing Coffee, Hi Tea, Get APP, and so on. So what are the implications for traditional industries while these new species are emerging? In "Traffic Black Holes: Logic and Methods that Swept 70 New Species in China" @ 老胡 gives examples of Weilong spicy strips, Red Bull, and Baique Antelope and Liushen toilet water. In summary, there are roughly the following keywords: young people, self-hacking, fun, upgrading cognition, differentiated innovation, and brand rejuvenation.
From this we can see a bit: young people are the future, and the most important factor in forming black holes of traffic. Whether now or in the future, the younger generation is the main force of consumption, so if a brand wants to win traffic, it must first meet the preferences of young people. This includes factors such as self-hacking and fun, that is, no matter how big the brand is, it can't be high. You must actively approach the user, connect with the user, and even hesitate to hack to win the recognition of young people.
For traditional brands, there is often a heavy burden of idols, and it has been distant and ridiculous for young people to work hard to build decades of tall and tall images. If you can drop your body and get close to the user, it may still be an interesting old antique, otherwise it is just a certain high-end brand that has nothing to do with me, except for the cold sales relationship between me and you.
And if you can be an interesting brand, even if you don't buy it, young people will still pay attention to the interesting itself. Like people who follow Durex Weibo, they may not always buy TT, but they will still be impressed by Durex's somewhat dirty and level marketing copy. More importantly, Durex Weibo will have in-depth and high-frequency interaction with fans, making users feel warm and no sense of distance. The official reply from Durex is also the capital that users show off. Therefore, Durex's success lies in amplifying the social value of users, which is often a trait lacking in traditional brands. The more well-known brands in the past, the less the novel topicality.
So, how can we get rid of the brand's lifeless image? At this time, what we need is to upgrade the user's perception and break the existing image of the brand in the user's mind, or it can be called "repositioning". Through a series of event marketing and even cross-border entry into the gaming industry, Weilong Hot Strips has made Weilong Hot Strips' perceptions in the user's mind change from the snacks on the side of the road into a trendy, interesting and trendy trend popular among young people. Zero food brand, this is a very good case of cognitive upgrade.
However, cognitive upgrade is necessarily a long-term process. In this process, the brand must let young users feel that the brand itself is trying to innovate and cater to the younger group. The older the brand, the longer it will be renewed and revitalized. This is the meaning of brand rejuvenation. Just as Liushen Hualuoshui's several explosive posts in the media channels, not only increased brand exposure, strengthened the young people's impression of the Liushen brand, but also formed a deep deposit of word of mouth and stimulated young consumers' purchasing desire.
Take digital home appliances as an example. The examples of Elvis Radio and Bei Ding tell us that the value of face is justice, and the technology behind it is not important anymore. Users only need to send a circle of friends to show off. As for the washing machine needs 5 kg or 7 kg, whether the refrigerator is air-cooled, whether the microwave oven has light waves, energy efficiency level 1 can save much electricity bills compared to energy efficiency level 3 in a year ... These parameters do not seem to be sensitive to users. So why do domestic mobile phones keep dying of camera pixel counts? In fact, because the user is not sensitive to other parameters, he can only use the parameters that the user seems to know a little to attract users, but to be fair, how many users know the number of pixels and a good photo?
From Dyson's example, it can be seen that even if there is strong technical support behind it, it is necessary to pass the face value threshold first. If Tesla doesn't have a cool shape, then advocating technology will not help. Therefore, in addition to differentiated innovation, there is a simpler shortcut to innovation, which is to make your product beautiful. Although technology and beauty are indispensable, fashionable appearance seems to be more important than technology in the emerging consumer field. Brands create social value through the value of their products, making users more willing to take the initiative to share. Through technology to improve quality and experience, it forms a true word-of-mouth communication. So reciprocating, it is possible to form the brand's own traffic black hole.
To sum up, the enlightenment of the traffic black hole theory to the traditional industry lies in the fact that brands need to put down the shelf, old brands must be tender, deeply tap the needs of young people, cater to the preferences of young people, connect users through multiple scenarios, and differentiate Innovation, continuous creation of value for users, and the formation of word-of-mouth communication are the kings of sustainable brand development. The young people's pursuit of beauty and the demand for improving the quality of life are also urgently needed to be met, rather than simply solving the problems of existence and non-use, use or not. Not to challenge the understanding of ordinary users with inexplicable product parameters.
Finally, there are no rules for how to create a traffic black hole. Only by observing successful cases, extracting features, and then continuously internalizing and repeatedly verifying, can we gradually form our own marketing methodology. This is the value of the book "Traffic Black Holes: The Logic and Method of Sweeping 70 New Species in China", and I recommend it to everyone again.