Volume 3: Taking Roots 2016 Chapter 625: The First Year of the Internet
From the perspective of the future, 2016 is worthy of being called the first year of the Internet in every dimension.
From the revival of the mobile Internet to the live broadcast industry entering a white-hot development stage, both the sharing economy and the internet celebrity economy are like bamboo shoots buried deep under the surface, growing wildly after a spring rain.
According to incomplete statistics, the scale of the domestic internet celebrity economy market reached 53 billion in 2016. What does this mean?
You should know that the scale of the domestic film market this year only reached 45.71 billion. The new thing, the internet celebrity economy, has surpassed the traditional film industry in scale for the first time.
The size of the cake naturally attracted countless capital to enter. Under the accelerated push of capital, a positive feedback was formed, and the cake naturally became bigger and bigger.
Now, under Zhou Dongsheng's personal demonstration, this originally slow evolution process has undoubtedly been accelerated to twice the speed, and the entire industry has begun to accelerate.
If the "Internet celebrity economy" is regarded as a stock, then now is undoubtedly the stage when it begins to rise strongly. Countless capitals have entered the market to sweep up the chips, forming a combined force to push up the stock price.
As for Zhou Dongsheng, as one of the first investors to enter the market, the scarce chips in his hands will naturally rise in value as the market goes up, and this is probably the case with hoarding goods at a high price.
After all, when Zhou Dongsheng pushed himself to the forefront, his short but not to be underestimated history of making a fortune was naturally put under the public's magnifying glass again, and has even been put on the table for analysis by some capital institutions.
Starting from Xiaorenmin Media and then deeply cultivating the live broadcast field, Zhou Dongsheng has obviously tasted the sweetness of the internet celebrity economy, thus accumulating the first pot of gold and completing the original accumulation of capital.
Then, Yi Nian Media was established as a supplement to further expand its achievements, and signed contracts to create new IPs, from [Mu Ziqi] to [Papi Jiang]...
And when they have the content in hand, they directly invest in short video platforms, which undoubtedly further improves their layout in the internet celebrity economy and maximizes their advantages.
Especially the big investment in creating the Golden Second Award at all costs. Even top Internet tycoons like Ding Sanshi supported it, and even facilitated the entry of Zhuchang Capital...
Even without going into it in depth, just by sorting out the information Zhou Dongsheng has made public, a consensus will naturally take root in the hearts of these people.
Even Ding Sanshi's stance was naturally interpreted as the big boss being optimistic about the big cake of the internet celebrity economy, otherwise he would not choose to invest in short video platforms.
For a time, under the waves raised by Zhou Dongsheng, undercurrents began to surge. Capital will never be absent where there is profit to be made.
And when capital enters the game looking for bargaining chips, Zhou Dongsheng, who is in the open, is undoubtedly a coveted and popular commodity.
After all, everyone knows that investment is risky, and investors naturally know this. Rather than facing unknown risks...
It is better to spend a little more money and invest in Zhou Dongsheng, a potential stock. Judging from Zhou Dongsheng's current strong performance, it is undoubtedly a blue chip stock with broad growth potential.
Especially for the high-quality assets in their hands, if they are willing to raise funds, they are obviously very willing to pay a reasonable price to get this valuable entry ticket.
Therefore, Zhou Dongsheng, who was at the center of this vortex, was naturally favored by olive branches like snowflakes all over the sky. Even Xu Kaidao and Xu Ruoan's phones kept ringing.
Fortunately, Zhou Dongsheng had experienced similar big scenes before, and was naturally accustomed to it. He skillfully adopted the friendly principle of neither refusing nor taking the initiative, and moved around among the capitals with ease.
Not only did he gain personal reputation and further enhance his name, but he also accumulated certain personal connections.
No matter how big the impact or how wide the scope of a marketing event is, there will always be a process where it reaches its peak and then gradually falls back to calm, especially in the context of the accelerated Internet era...
This process can sometimes be very long, lasting as long as ten days or half a month, and sometimes it only takes one day. After the novelty wears off, the audience will naturally disperse and go to watch the next fun and excitement.
Just like the so-called "fifteen minutes of fame law", Zhou Dongsheng's another fifteen minutes passed in a flash, and he calmly walked off the Internet stage.
In addition to the huge benefits he received, Douyin short video was undoubtedly also a big winner, having once again won a lot of applause with this marketing event. The highly differentiated image of music short videos has once again been deeply rooted in the hearts of the people.
Moreover, there was the one-man show played by Papi Jiang, and then there was the short play personally produced by Zhou Dongsheng. Under the impetus of a series of phenomenal events...
Tik Tok, a stage under the spotlight, exudes endless temptation and attraction to countless creators. Who can resist the temptation of becoming famous overnight?
Of course, there is another group that has become the beneficiary of this phenomenal marketing event, and that is Rolex!
To be precise, it should be consumers who buy Rolex. Although as an old luxury brand, Rolex has always maintained a high position in the field of famous watches.
Even the general public's enlightenment of luxury watches comes from Rolex. After all, this watch has played an important role in both film and television works and in real life since the 1980s and 1990s.
Of course, this status has created Rolex's mass base, but it has also shaped its stereotype, becoming its almost irreversible brand image.
Under the myth of the Internet era, countless young upstarts have emerged. As the saying goes, the new generation pushes the old generation forward, and the young upstarts have taken over the baton of the times and started to control a large amount of wealth.
Naturally, they have gradually become the main consumer group of luxury goods. Where there are people, there is competition, and there will naturally be a lot of intrigue among luxury goods.
Although the positioning of luxury goods is very conscientious and they never make money from the poor, they target consumer groups with certain spending power.
Therefore, in the face of the ever-emerging young upstarts, the luxury goods industry must naturally keep pace with the times and make changes in line with the times in order to cater to the aesthetics of the young upstarts.
Rolex is undoubtedly a representative who has tasted the sweetness of the dividends of the times, as it was the first to enter the Chinese market when the spring breeze of reform was blowing everywhere, and quickly emerged as the dominant player in the Chinese luxury watch market.
However, with the progress of the times, as the Chinese market grew larger and larger, other competitors such as Omega, Longines and others quickly seized market share by showing their unique skills.
However, its own market share is getting smaller and smaller, which is a vivid interpretation of what is meant by "Thirty years in the east, thirty years in the west, and fortunes change over time."
As for the brand image that had originally brought it sweetness, it has instead become a stumbling block . The so-called symbol of wealth, status, and identity has shut out a large number of emerging young upstarts.
When choosing their first watch, most young upstarts will subconsciously ignore the option of Rolex.
Although Rolex is still the top watch brand in the world, for young upstarts, isn’t this thing for my dad to wear?
Perhaps the most notable performance is that since 2010, Patek Philippe has been occupying the top spot on the list of China's most popular luxury watch brands by virtue of its status as a latecomer.
Young upstarts obviously prefer Patek Philippe, while Rolex, the big brother, has been left behind like the tears of the times.
Although it is still the most famous watch brand in China and even in the world.
However, its performance in the Chinese market is clearly no longer as strong as it once was.
It's quite similar to the difference between the Tang family's Overlord Spear and the Scholar's Deadly Sword in the World Weapons List (funny).
Under this subtle influence, an awkward brand image of "people can afford it but don't like it, and people who like it but think it's tacky" has naturally formed. Rolex even has the saying "Rolex is tacky" because of this.
Marketing to the Chinese market has always been a key strategy of the Rolex brand, and naturally a lot of changes have been made to cater to the aesthetic tastes of young upstarts.
Among them, Rolex ’s creation of the classic “Green Submariner” may be regarded as a very successful aesthetic change that caters to the younger market, but it is ultimately a drop in the bucket.
In recent years, the person in charge of Rolex in China has been working hard to reverse this downward trend. A lot of money has been spent, but the effect has been half the effort and the results have been minimal.
However, they did not expect that a trivial one-minute "advertising" short video would suddenly cause their traffic to surge, and at one point even the official website, which was just for show, became stuck.
Even the number of customers in offline stores has increased to varying degrees . This traffic is even directly reflected in the order volume. In the past few days, sales data has ushered in a small peak.
Even Rolex consumers have received unprecedented attention in the past few days.
The once ordinary Rolex watches seemed to have suddenly returned to the top, becoming a symbol of wealth and status, making consumers feel proud.
The emergence of this phenomenon is not accidental, but the advertising effect brought about by phenomenal marketing, even though they did not spend a penny for it and did not put out a single advertisement...
Of course, this is also a status symbol of an old luxury brand. If it were any other famous watch, it would obviously be difficult to achieve the "tycoon" effect that the video wants to highlight.
Just like the Apple mobile phones in film and television works, its transcendent brand status and mass base are there, and there is no need to say more. It can only be said that they complement each other.
While it may seem that this video has once again deepened the stereotype of Rolex, its appearance in a brand new form on the short video social community dominated by young people has undoubtedly successfully broadened the brand path of Rolex.
Moreover, this high-quality traffic from young people has great potential. Not to mention luxury goods, it is a "battlefield" for any consumer product.
After all, just because you can’t afford it now doesn’t mean you won’t be able to afford it in the future. Even if you can’t afford it forever, it is still indispensable as the mass base that supports the brand value.
That’s right, mass base is also a major added value of this type of luxury goods aimed at the general public!
To put it in a more understandable way, the existence of ordinary players in free online games is also one of the driving forces for impulsive consumption by paying players.
Without the support of the mass base, so-called luxury goods are naturally meaningless, just like Hermes on a desert island.
Therefore, after enjoying the dividends of this phenomenal marketing, Rolex’s marketing department in China held several internal meetings and conducted heated discussions on this public opinion.
Some people think that although it brings traffic and attention in the short term , it is lowering the brand style and damaging the brand value. The impact should be downplayed and regarded as the personal behavior of consumers.
More radical people think that this is a great opportunity to reverse Rolex's brand image in one fell swoop, and that they should increase their efforts, use short video platforms as a breakthrough point, and launch large-scale advertising.
We can also further cooperate with Zhou Dongsheng, a typical young upstart, to open up consumption channels for China's young upstarts. In particular, Zhou Dongsheng's inspirational experience of starting from scratch is definitely not comparable to that of celebrities for China.
After all, the so-called celebrity effect is also divided into levels. Celebrities demonstrate their status and worth by endorsing luxury goods, but for celebrity entrepreneurs and successful people, the relationship is obviously the opposite.
The recognition of luxury goods by these people is the greatest manifestation of the brand value, and the higher the status, the better the effect...
As the big brother among watch brands worldwide, Rolex has more spokespersons than any other watch brand can match.
It emphasizes the idea of casting a wide net to catch more fish. Compared with other watch brands that choose first-line stars as endorsements, Rolex prefers celebrities from the sports and music circles, especially tennis.
Even the selection of spokespersons in the Chinese market continued this style, without any trace of celebrities...
"I think this is a good attempt. Compared with the considerable benefits it may bring, the so-called risks are insignificant, far lower than the risk of celebrity endorsements going viral..."
"I think we can try to put ads on short video platforms to see the effect, and we can also talk to this young man about cooperation..."
The person in charge of the Huaxia region, who was sitting at the top, adopted a compromise strategy.
Rolex’s current fame is closely related to its advertising strategy at almost any cost.
Every year, the advertising expenses used to maintain brand value in the Chinese market alone easily exceed hundreds of millions.
After all, consumers are always forgetful. With a new love like Patek Philippe, they will naturally forget the old love.
If you don't spend money to increase your presence, you will truly become the tears of the times.
Anyway, the advertising fee cannot be saved, and the conventional tactics used over the years have yielded little effect and are completely unable to turn the tide...
Why not make a bold attempt? Maybe there will be some unexpected results?
Moreover, no matter from which perspective, choosing Zhou Dongsheng is not a risky move, but a breakthrough.
As for Zhou Dongsheng, the celebrity entrepreneur who is not doing his job properly, he has already arrived in Beijing in a dusty state.
For no other reason than to attend the official opening ceremony of "Wolf Warrior 2"!
In addition to being an investor, Zhou Dongsheng will also make his screen debut, playing an important supporting role!
