Anton: Could you please tell us your name?

Interviewee: James Ye

Anton: What is the name of the company you work in?

Interviewee: Shanghai Miju Network Technology Co., Ltd.

Anton: What is your position in the company?

Interviewee: CEO

Anton: In which city is the company located in ?

Interviewee: The Bund, Soho F, Huangpu District, Shanghai

Anton: When was the company started?

Interviewee: The company has been operating for 5 years

Anton: How many employees do you have in the company?

Interviewee: 15 people, 5 Shanghai, Nantong 10

Anton: What is marketing?

Interviewee: Because it has been engaged, focused and written in this aspect, so often encounter a friend asked this very big and very general question.

We took the first two years of the fire of the "Stolen Dream Space", marketing in my opinion is like the film name: Inception, it is an implant, in the user's mind to implant an idea, and then let it naturally grow.

What specific "ideas" are implanted? "Stealing dream space" also gives a very meaningful expression, called one simple idea, that you give the user this message must be easy enough to be accepted by the user, understand, and digest the formation of his own things.

By focusing on some cases, what are the brands going to implant to consumers?

The first can be called the state, such as I experienced the network video industry, the early years everyone loves to be the first, China's largest video site, the largest video portal, the largest video sharing community. The leading domestic, leading, as well as China every sell 10 cans of herbal tea, there are 6 cans will be how, and so on these expressions belong to this class.

Is this implant good? There are two questions that can be thought: first, today, you are getting harder to assure that companies like Tesla are not going to subvert your industry-leading position by redefining product and user needs.

Second, even without a Tesla such a company, we have seen in many areas over the past few decades, and later in the market, we have been through segmentation of the method to compete for differentiation. For example, we have not heard of the so-called men's shower gel and children toothpaste.

The second planting can be called attributes, typically, for example, you are a problem-solving specialist, you are the most practical tool, emphasizing the functional properties of this product.

There are also problems that can be foreseen: products are updated iteratively, and users ' habits will also shift. For example, the app is being lightly applied today, and it has taken more user time by micro-letters.

So in the long run, it is relatively more resistant to these subversion, market segmentation, and user habits, or should consider implanting your brand personality.

Anton: What is the brand personality?

Interviewee: My simple understanding is that it equals the value of the brand, attitudes, style, and everything that makes you a significant difference in the sum of the elements.

Anton: Why is today's brand personality becoming important?

Interviewee: Firstly, the information explosion is easy to acquire, which brings about the decrease of your brand recognition point opposite propagation mode, forced to adapt to the point to the spread of the model, on Facebook, Weibo, micro-letter, a brand is a personality label; the past is the era of "God and Man" communication, and now is the time of communication between man and man.

The change is the dissemination of context, more people-oriented, more personification.

So we will see some enterprises, whether through their personality publicity CEO, or is familiar with the communication language of social media, all through the brand personality molding has achieved a certain lead.

Anton: So how does the brand's socialization personality build?

Interviewee: Today, I prepared 7 observations and summed up, I believe that our brand, especially small and medium-sized brands or personal brands, such as from the media, can be taken to practice recommendations:

The first is to refine the values based on entrepreneurial genes.

This is said to have talked a lot in the past, just like Alibaba said "let the world do not have difficult to do business", or like Ford said "let every family can afford car."

But I would like to emphasize the front part, entrepreneurial genes. Take today's event organizers of the Tiger smell network, everyone to see the tiger smelling network "about us", wrote a phrase: "Committed to create users, access to the exchange of business information, more ' efficient ' experience." ”

We should not underestimate this "efficiency", so many science and technology blogs, "efficient" is a personification of language.

Specific business, the tiger Sniff in a very prominent position to show comments, dig high-value comments, spare no effort to get through the authors and readers between the nodes, so that many viewpoints can be interwoven, this is they do a good place.

No interpretation of the news is meaningless, in these respects, we do see the tiger smell the "exchange of business information, more efficient" way to make the practice, can be seen that these practices echo his values.

Therefore, the values are not just a slogan, must combine your entrepreneurial genes: your positioning and understanding of the business.

The second is to try to refine the soul of the product.

We recall the Pixar shoot "Toy Story", still remember that each toy in the inside is a feeling, has the soul, are specially eager to be able to be taken by the host to play.

Last year a friend to start a time to remind the app, early dissemination of the idea is to tell others that we are the best time to manage tools, through in-depth exchanges I think of a proposal, I say the soul of this product seems to let users avoid "missed" such things happen.

Because time reminds, time management, in fact, the core is to make you good life precious affection, friendship, love (holidays, parents, friends birthday), do not miss all possible missed events (entertainment, leisure activities), do not miss the attention of their own body (drinking water medicine), is not this way? "Do not miss" may be a more emotional, more personalized expression.

Third, continue to enhance your communication.

If you have not seen Scott McCain's business show, then hurry to see it, as marketers, I think you will not see the loss is very big. BTW, this is also Zhou Hong祎 has been recommending a book.

"Business Show" has summed up the users most want to get from the Enterprise 7 kinds of "things", the first is the enterprise's "communication."

Today, the Social era, the significant reduction in communication waiting time, the significant reduction in the cost of communication, brought about the great enrichment of the crowd.

As a brand, you are not in the user to communicate with you each contact, for example, the official website, customer service, app, micro-letter public number, continuously reduce the user's communication cost, provide a more friendly communication experience, let people feel you are a communication, good communication object, this is the brand personalization is very important.

It is worth mentioning that, at the moment, the micro-letter has made us very thoroughly adapted to the point-to-point instant messaging, and many brands are lagging behind in this regard. Let us look at the millet from a side, rather than the new users, the new consumer demand, it is more thoroughly to cater to them, to integrate into the existing communication needs, and many brands have not kept pace with this point of instant messaging.

The match is the 4th, the purpose of communication is no longer indoctrination, not imposed on the user marketing information, but services, through the real service to allow users to feel your sincerity, culture, values, and to form a word of mouth.

5th, create the emotional connection with the user.

Similarly, this is the core point of the book Business Show, today, creating an emotional connection with the user, the importance of which should be said no less than the product, the content itself.

For example morning I dialogue Exchange Huang Taiji CEO of Chang, noon hear someone say, Huang Taiji Pancake seems to have no legend so delicious. But from another side look, Hering is a very interesting person, eloquence is very good, will solve "heart classics", will speak et aliens, can speak a teenager, in stimulating the user's interest in him, to his "curiosity" aspect, he has the experience! So, pancakes some people feel delicious, some people don't think, so what? How about that? This is a good case of building emotional ties with users.

By this we enter the 6th, who will be your most appropriate spokesperson?

My understanding is that you can be the CEO, can be a star, you spend money, or simply users, but the premise can have two points:

1, to your business in-depth understanding and love, at the very least have to be sincerely interested!

2, he must have the ability to establish the emotional connection with the user!

Any product, an enterprise, at least from the beginning, are vertical, one-sided, can not be the full picture of life, even if strong such as bat, it is difficult to do!

And spokesmen must have the ability to be outside of their own business, products, to find common point of entry with the user, and the user to establish contact and relationship.

Like Tesla's Marske, Virgin Branson, the real estate Hentramps, are the typical representative of this aspect, we can study more.

7th, what is the use of large data on brand personality?

First, through social data mining, you know what the passive personality of your brand now exists.

The passive personality is the user cognition that you do not have the nature of behavior, typical cases such as Kodak, in the past some time, no matter what the initiative personality it wants to build, passive personality always reminds people of "film" and "The rush-printing shop on the roadside".

So you may need to use large data to gather and integrate this information, understand your passive personality, and then proceed to build an active personality.

Another aspect is "topic", like a person who will be interested in a topic, as a personalized brand, there must be a specific topic of concern, you want to actively build these content.

Two days ago with a friend to talk about Infiniti sponsored "Daddy Where to Go" case, originally their Slogan is "Seven Star Ascension Cabin Happiness Life", but based on "Daddy Where to Go" program scene transformation, content settings, gradually superimposed the "family" and "security" the two keywords in the dissemination of the proportion.

How to use data mining to discover the trends of these topics, and then guided marketing, may be borrowed from technical and product support.

Anton: Does the company have an official website? Please tell us the Web site or more about the way you know your company on the Internet.

Interviewee: www.yxm365.cn