Small phenomena, big analysis

1. Hai Nei adds a "buy and sell friends" function

Kai Xin Wang (Happy Network) has caused quite a stir, with people of all ages enjoying themselves immensely within it. It must be admitted that Kai Xin Wang's innovation in details is indeed commendable. However, some people believe that despite its brilliant technology, Kai Xin lacks the genes to become a dominant SNS community. It is the first time an SNS community has placed game entertainment at such a strategic level; how long Kai Xin can remain popular is worth looking forward to. Personally, I admire Kai Xin Wang's innovative measures in terms of functions and details, but whether building a social system based on entertainment will work? I am quite skeptical. Wang Xing's response speed is quite fast. A few days ago, when I saw the "buy and sell friends" feature on Hai Nei, I was genuinely shocked. Is Hai Nei also learning to entertain? I once wrote an article, personally believing that in terms of operational thinking and website structure, Hai Nei is the most FACEBOOK-like in China. Why? Because not only does Hai Nei emphasize real-name registration, but it also uses various operational means to support the realization of real-name registration. When I first entered Hai Nei, there were not many functions, just some basic SNS community functions. So if you don't have acquaintances on Hai Nei to interact with, it would be impossible to continue using Hai Nei. But this simplicity is precisely Hai Nei's core. Maintaining existing social relationships, and then expanding relationships on the basis of mature existing social relationships. Moving a mature social relationship online can form a strongly dependent network environment, and orderly expansion of relationships in the network environment can continuously create new attractions, thereby forming the core competitiveness of the community. FACEBOOK's development has already told us this. This point, I think Hai Nei cannot change. But the problem lies in the fact that Hai Nei has already started to change. Wang Xing couldn't wait. In the domestic SNS environment which is not open enough and where socialization is not prominent enough, Hai Nei wants to attract more users and hopes to seize a certain market share before the market is ripe. Thus, products like alumni records and buying and selling friends have appeared. But how effective are they? The community has come alive, but the direction has shifted. Suddenly, we can't tell who's real and who's fake. An SNS community cannot grow big relying on entertainment; damaging the overall community environment would be counterproductive. Real-personalization, socialization, and life-ization are inevitable trends; Hai Nei needs to persevere!

Further reading: To increase traffic, Hai Nei begins encouraging fabrication.

2. Wang Lao Ji (Cool Tea) sells like crazy, KFC and McDonald's get cursed like crazy

Wang Lao Ji donated 100 million yuan for disaster relief, society praised it endlessly, and immediately Wang Lao Ji also sold like crazy. Everywhere was out of stock, all red and fiery. Clearly, Wang Lao Ji's generous donation played a direct promoting role.

Thus, we can derive two insights:

First, consumers are increasingly paying attention to corporate brand image, and public relations is becoming increasingly important in shaping corporate brand image. Various behaviors of enterprises can directly influence corporate brand image, indirectly affecting product brands. Consumers have entered the stage of paying attention to corporate brands from the single focus on product brands. Corporate brands and product brands should maintain consistency.

Second, in the eyes of consumers, the stronger the brand, the more social responsibility it should bear. Small inappropriate behaviors of enterprises can be infinitely magnified in specific environments, directly affecting corporate brand image and having a negative effect on product sales. Conversely, enterprise behaviors widely recognized in specific environments, when magnified, can quickly enhance corporate brand image and further greatly promote product sales in a short period of time.

Further reading: A can of cool tea impacts "two colas", Wang Lao Ji achieves market leadership in 13 years.

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