The truth of "out of the circle" and "users sinking" ...

There are circles and users sinking everywhere these days.

The most prominent thing this year is the small broken station, the layout of the front waves, the sinking of the countryside, the constant circle, and the heat wave.

On the occasion of the May 4th Youth Day, the website Bili Bili released a video "Speech to the New Generation"-"After Waves". What followed was the speech screen, and "Houlang" became a hot word.

"Houlang" introduces many grandmothers who have millions of fans in the fields of food, song and dance, beauty and e-sports. The video is full of advanced electronic products and expensive handmade products.

But there are no young people living in small cities, no screws working day after day, no young people crushed by life.

These waves are all rich people.

Someone sneered: "As long as the front wave increases the rent, the back wave will be shot to death on the beach immediately."

Video is very popular, but it has nothing to do with most young people.

Because the target audience of this video itself is not young people.

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The target audience of this video is actually Qianlong.

The small broken station wants to gain the recognition of Qianlang, let them know that Bili is positive and upward, so as to harvest the large flow of Qianlang.

The small broken station wants to gain the recognition of the mainstream and let the mainstream know that it is a place full of positive energy and creativity.

The small broken station wants the capital to see the infinite potential of the miles and get investment.

Indeed, the little broken station did a good job. It has entered the field of vision of more people and continuously broadened the user base. "magical little broken station!"

The root cause of this situation is that the traffic is almost at the peak.

According to the financial report data of 20 19, the average age of its members is 2 1 year, and the average age of newly registered users is less than 20 years old (Z generation:1generation born between 1995 and 2009).

According to the data of the sixth population census (20 10), the population of this age group is around 200 million. Even with the population in the 90-95 range, the total population is around 300 million.

Considering the loss of users and the number of users who don't use it, 200 million is probably the top of the traffic.

The average life span of enterprises in China is only 3.9 years. Every enterprise seems to be thriving, but it may fall apart at any time.

Many people have witnessed the rise and fall of enterprises, and some people have not got back their ofo bike-sharing deposit.

Breaking the circle and sinking users is the mainstream now, and it should be continuously developed to prevent being eliminated by the times.

According to the financial report of the first quarter of 2020, more than 50% of the new users of the company are from third-tier and below cities.

Li Li was excited by the huge potential of sinking the market, so Li Li directly sank to the bottom of the water.

Is our rap really bad? All men and women like it.

Did you say you sang well today? Wait for your program at the entrance of the village tomorrow.

Heard that singing and chewing? The family is happy.

Hard farming for more than half a year? Listen to some rap and have a rest.

Don't be afraid of the hot weather, hometown? Sing a rap and listen to music.

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This problem is not only faced by Li Li, but also by live broadcasts, e-commerce, social platforms and even car circles, so Taobao, JD.COM, Tencent and car companies are all sinking into the market.

The first wave of chopped leeks made a lot of money.

Taobao opened a special edition of Taobao.

JD.COM has limited editions of Jingxi, JD.COM and JD.COM.

Penguins fight in Tencent.

The countryside is like a wild land full of treasures, and enterprises have gone to treasure hunt.

Buy a camera in rural Taobao. Sows will never worry about giving birth again.

Getting rich depends on hard work, and keeping a house depends on JD.COM.

Yu 'ebao helps you manage every hard money.

90% of the local tyrants in our village are Tencent video VIPs!

Even Zhihu, once a spiritual shrine, began to sink, and Zhihu is no longer the exclusive Zhihu of the elite circle.

In the early days, Zhihu adopted a closed registration mechanism. Only users who have obtained the invitation code can complete the registration process in Zhihu, and non-registered users cannot view Zhihu content.

Under the high-threshold registration mechanism, Zhihu has trained the first batch of core users and formed a high-quality community creative scope.

With the increasing demand for commercialization, Zhihu lowered the threshold for registration.

From the official issuance of invitation codes in Zhihu, to the transfer of invitation codes to core users, and then to all-round open registration, today's Zhihu can complete registration by binding the mobile phone number.

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This year's epidemic has made car companies face a severe situation, and many car companies have broken the circle and made innovations. Car companies keep up with the realization of traffic and constantly open up new traffic.

At the beginning of this year, masks were hard to get a ticket. SAIC-GM-Wuling quickly organized the production of100,000 "Wuling brand" epidemic prevention masks to support front-line employees of dealers and suppliers to return to work safely.

On the packaging box of Wuling brand epidemic prevention mask, the sentence "What people need, Wuling must make" walked out of the car circle. Many people praised Wuling's righteous act and felt that their own brands were responsible.

At the beginning of April, a new generation of BMW spokesperson Jackson Yee exploded the whole Internet. Six hours later, the official Weibo forwarded more than one million and praised more than one million. Fans lined up in the comments of 10w+ and watermarked their BMW cars to prove their spending power. On the whole, the amount of interaction in Weibo has reached more than10 million.

This wave of operation will directly expand the target audience to more young Z generation.

Generation Z will become the main consumers. Exquisiteness, appearance association and advanced consumption are the mainstream of the Z generation. High-end joint venture brands and luxury brands in automobile enterprises will more actively cater to the consumer demand of the post-90 s, and at the same time win the favor of more young people by breaking the circle.

On the same day, Lao Luo's live broadcast deepened consumers' impression of Harvard, enhanced brand value and broadened channels.

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At the beginning of July, Wuling brand snail powder came, and the packaging was aristocratic.

According to the enterprise survey, SAIC-GM-Wuling Automobile Co., Ltd. applied for registration of Wuling graphic trademarks of 29 kinds of food and 30 kinds of convenience food in May this year. Currently awaiting review, it is not ruled out that Wuling will mass-produce in the future.

On the evening of July 24th, Super Brain's new season program, 202 1 VV6, became a participant and challenger in the game, helping players to complete the double test of mental and psychological limits. Finally, we succeeded in getting out of the circle and realized the cross-border marketing of car companies and variety shows.

During the recent Chengdu Auto Show, Wuling will jointly launch an offline "inspiration collision party" with Xixian Tea, a brand new brand of Xicha, to create a new landmark for young people to punch cards.

Wuling× Xiao Xi Tea "Inspiration Collision Party" will have a fancy interaction on the spot, which is not only delicious, fun and beautiful, but also will send a limited number of blind box surprises.

These wonderful marketing shows the actions and determination of every enterprise to survive and develop in the fierce competition.

"Life hangs by a thread" and "Over-dependence". Can Great Wall Motor survive the first 30 years? Pretty scary.

In this year's difficult situation, the unconventional marketing of Wei Jianjun, chairman of Great Wall Motor, created an explosion and inspired the long tail effect with an open letter.

Breaking the routine, being positive and constantly innovating will be the norm for more enterprises. "No sense of crisis is the greatest sense of crisis".

Despite the constant epidemic, this year's market has gradually become lively. Major enterprises are catching up, changing the mode, sinking users, constantly exploring the user market, constantly obtaining traffic, exploring the way out and looking for vitality.

Spring will come and the wind will disperse. A bright future, let us wait and see.

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.