I recently finished watching the 199 Panda Compass course that Douyin talked about a lot. Looking at the overall content, I think that more emphasis is placed on the establishment of the overall marketing framework. The single-point development is mainly based on cases and A partial overview of the methodology serves as filler but is not in-depth. The following is a brief summary of the overall content.
The overall structure of the content is composed of two major parts: the current market opportunity direction and the Panda Compass.
The first part is about the opportunities that companies must seize in the future. It describes the change in marketing activities from the traditional emphasis on channels to the current emphasis on content. It also made a five-point summary on the direction of current business opportunities and explained it with cases.
1. Consumption upgrade (officially called supply-side reform)
Case 1: Bird’s Nest Home
Case 2: Babi Steamed Buns
Case 3: Fat Donglai cooperates with external wine: 怼
2. In-depth integration with the Internet
Case 1: Served with Da Shi and Hu Bang hot sauce. Spot the opportunity of ordering at the lowest delivery price for takeout and seize the short-term window to achieve rapid business growth
Empower individuals
3. Provide a platform to allow individuals to realize value
Case 1: Live broadcast, private traffic
4. Cultural innovation (traditional culture, contemporary culture)
Case 1: Yuxi Chocolate
Case 2 ：Certificate 4 and 6 potato chips
Case 3: Five years of college entrance examination and three years of simulated ice cream
Case 4: Hua Xizi
5. Rejuvenation
Case 1:
Is the wine for drinking (a prop that makes people feel dizzy)
Is the cake for eating (a prop for a birthday atmosphere) )
Why is white wine spicy and why is red wine sour?
Fruit Cube, Bubble Mart, Zhong Xuegao, Gong Yan
Casual Quotes
It’s okay to talk about feelings, but you have to talk about the feelings of users, not the feelings of the founder
It doesn’t matter how awesome your product is, it only matters how awesome your product is once consumers own it That’s what’s important
Good looks determine the user’s first choice of you; deliciousness, fun, and ease of use determine the user’s second and subsequent choices
This part of the content is very important to some of the current choices. A clear and clear summary of the phenomenon or product direction, especially the two points of rejuvenation and cultural innovation will bring some new inspiration.
The second part begins with the Panda Compass model as the main line to describe the content of node disassembly
? This section mainly talks about the core selling points of the product and how to make users remember it. product. The core selling point content is elaborated from two aspects: how to refine the product selling points and how to refine the symbolic value of the product. There are two sets of method models respectively. From a personal point of view, in fact, the two sets of method models are to clarify or think about the selling points of the product from two directions: rationality and sensibility. Finally, it talks about letting users remember where we should start. In fact, I understand that the last part belongs to The definition of product or brand slogan.
How to refine product selling points (*** five methods, case explanations for the first two methods)
1.1 What is different from others (personally think it belongs to the business model) (differences)
Case 1: JD.com splits the real ones from the fake ones
Case 2: Meituan splits the Kuais and Sellers
Case 3: Melon seeds Second-hand cars are divided into those with middlemen and those without middlemen
Case 4: Haagen-Dazs is divided into expensive and cheap ones
1.2 Functional positioning - purchase motivation
Case 1: Red Bull, drink Red Bull when you are sleepy and tired
1.3 Related positioning - related to another thing
1.4 Category dimension-enhancing positioning - anchor category
1.5 First positioning - occupying the first position
Refining the symbolic value of the product from four dimensions
1.1 Social dimension, symbolizing social status
1.2 Personality dimension, symbolizing personality
1.3 Emotional dimension, symbolizing emotion
1.4 Group dimension, symbolizing group
Find the social dimension and reduce the dimension to personalization Dimensions
Case 1: Xiaomi, born for fever
What kind of advertising slogan can we use to make others remember us?
Herd mentality, endorsement from leaders, Industry leader, professional expert, long history, category leader, technology, craftsmanship, taking advantage of human weaknesses, fear: fear of getting angry and drinking Wong Lo Kat, willfulness, laziness, showing off: you deserve it, no one has ever truly owned a Patek Philippe
This section mainly talks about how to determine the users of the product. The main method mentioned is to segment or stratify users based on multi-dimensional user data, and then conduct refined operations. It is more about explanations of ideas and less about specific practical operations.
1. Where are the users?
1.1 Multi-dimensional user segmentation
Case 1: How many categories can mothers be divided into? The case mentioned that Subdivided into hundreds of categories
Case 2: General Su Yu and his wife’s views on a cafe. Su Yu thinks cafes are good because a few machine guns mounted on the cafe can block the entire street.
1.2 Refined operation: precise content, precise channels, precise arrival, precise conversion
Cases
Bear Meng Home Appliances: Focus on a small group of people
Xiaomi’s oven: equipped with a camera in the oven
Innovative application of bone conduction technology: a musical lollipop that can be held in the mouth
This section It mainly talks about how to determine the usage scenarios of the product. The methodology part talks about the formula for scenario creation, and also cooperates with the dismantling of cases. I personally understand that the product demand itself comes from the problems that occur in user scenarios. As the company matures, the company can integrate its products into more scenarios to expand the value of the product. Regarding Wangjing’s small waist case in the video, I personally think it belongs to the former, while Jiang Xiaobai’s case belongs to the latter.
Case 1: Jiang Xiaobai
Scenario 1: Falling in love in college, asking students to break up, turn off the lights, the girl leaves, and the boy takes out the liquor.
Scene creation formula
Applicable scenarios Applicable people Special needs If other people’s homes can’t do it, I can.
At least: Applicable scenarios Applicable people I can do it.
Case 1: Wangjing has a small waist, the scene reappears, and the dirty stall is moved into the house.
The development process of offline supermarkets:
1.0 Shopping malls, which are in urgent need, will be replaced by online stores
1.5 Large malls, attracting traffic through experience
2.0 This is Shanshangchao
The difference between product thinking and marketing thinking: product thinking: focusing on functions and data, marketing thinking: focusing on scenarios and temperature.
This section mainly talks about how to explain the brand story, including the structure that a completed story should have, as well as where the content of the story comes from and how to obtain it.
Case 1: Hui Rent a Car
Storytelling Structure
Three-Act Play
The first act is establishment (preparation), the second act Act confrontation, third act ending
What is the content of the story?
Dismantle the core values ??from the perspectives of quality, practice, and environment, and the knowledge points after disassembly are in the story reflect.
This section mainly talks about user experience, experience grading and how to pay attention to the optimization points of the experience. At the same time, combined with the experience type corresponding to the case description, the case description is more about the service industry, and the model does not describe the construction principle. I personally think it is just a variation of Maslow's pyramid of needs, and I understand more about the experience described in this section. In addition to the basic experience that the product itself can provide, based on the model, we can also provide users with more optimization directions for the existing experience. In this way, the product can meet or exceed user expectations, improve user stickiness and loyalty, and then improve the next conversion or discover more conversion points.
Customer experience hierarchical pyramid model
High-level experience: identity experience, beneficial experience, cognitive experience
Intermediate experience: knowledge experience, choice experience, autonomous experience
Primary experience, respect experience, commitment experience, convenience experience, trust experience
An experience that can be spread is a good experience
The finishing touch
Visualization of services and life-like scenarios, integrating services into life and a sense of ritual
This section mainly talks about the exposure of products or brands. In fact, my understanding is the popularity of products or brands. Through daily operational activities, user operations, and event operations highlighted in the video content, more people can know about the product or brand. What we are talking about here is the company's active manufacturing and communication. It does not include self-propagation formed by the product itself, word-of-mouth, experience, etc. Based on the content of this section, I understand that word-of-mouth, experience, etc. can become the material for manufacturing communication.
Case 1: 55-degree cup
Case 2: Jiang Xiaobai’s lifelong wine
The formula for becoming popular: creating unexpected people and things that attract forwarding content Communication resources detonate and strengthen memory points
This section mainly talks about how to create IP and the development of IP characteristics in different eras. The Internet explains IP as intellectual property. I understand that when something can have a certain range of loyal users who continue to follow it and has a long life cycle, it can be regarded as IP as people understand it now.
What can become IP: characters, products, content, LOGO, spirit, design, name
Name development of Chinese companies
60-70 years? Light Wei Zheng
80-90 years? Western name
Easy to remember, name category
Interesting name
IP=unique Memory points, continuous content output and communication brand precipitation
This section mainly talks about the directions that commercial communication should focus on for different purposes. There is no description of specific methodology, but a decomposition and explanation based on concepts.
A commercial communication must be seen by six types of people, and must be able to trigger secondary communication
Users: product quality, service concept, creative innovation, and public support
Partners: Let upstream and downstream suppliers and dealers see confidence and future benefits
Industry: Establish a status in the world and be respected by peers and competitors
Investors and governments: Let existing VCs see achievements and future VCs see opportunities
Talent: See capabilities and development opportunities
Academia: Persistently spread the brand
Choose the focus of communication according to the actual stage
This section mainly talks about what channels are available on the Internet, and what are the content characteristics of different channels. Mainly to classify existing channels and give examples.
Internet channels
Comprehensive e-commerce comprehensive media, professional shopping guide platform, professional media organizations, vertical channels, vertical communities, vertical media, vertical communities, self-media e-commerce, KOL, Internet celebrities, direct sales, micro-business, membership branch system
Specific channels: dual Weibo, Douyin, and Toutiao
Weibo does events, WeChat does precipitation, Douyin does personality, Kuaishou does the conversion, Xiaohongshu does the seeding, Toutiao does the coverage, Baidu does the public opinion, Zhihu does the confusion, Xima does the knowledge, the community does the diffusion, Chaos does the summary, Panda does the content, and the community does the diffusion
This section mainly talks about the data analysis and verification of what is done. My views in this section are not very practical.
The qualitative content is mainly an explanation of ideas, that is, how to analyze competitive situations, marketing results, etc. from data.
Finally, the overall content is relatively rough and can be used for initial system construction or improvement. However, for the actual operation and execution of a single node, you need to continue to deepen yourself and gain from the overall personal experience. It's more of an inspiration.