Everyone is familiar with talk shows. On TV, there are Gao Libo's A Weekly Libo Show, Wang Zijian's Tonight's Post-8s Talk Show, and on the Internet, there are Gao Xiaosong's Strange Stories and Degang Guo's Persuading People with Virtue, all of which are very popular. In recent years, another talk show about knowledge has emerged, which is Luo Zhenyu's Luo Ji Thinking.
Luo Ji Thinking was launched at the end of 212. It was broadcast by Luo Zhenyu and Shen Yin, the founder of independent new media, and quickly became popular on the Internet a few months later. The paid membership system introduced shocked both inside and outside the industry. Luo Ji Thinking was credited with 1.6 million yuan in an instant, showing its powerful commercial realization function.
nowadays, when we talk about Thinking of Luo Ji, everyone will think that it is an intellectual talk show. Its speaker Luo Zhenyu has a strong and logical knowledge system and unique personal charm. Its main audience is young people who love wisdom, are motivated, free and sunny, and have a sound personality. This strong brand has made Thinking of Luo Ji have a great influence. At the same time, it has created a novel communication concept, community organization and realization mode, which has brought good ideas to other self-media people's light entrepreneurship.
why did Luo Zhenyu choose talk show as his starting point? Look at his resume: I graduated from the journalism department of Huazhong University of Science and Technology with a bachelor's degree, graduated from the TV department of Beijing Broadcasting Institute with a master's degree, and graduated from the Communication University of China with a doctor's degree. After graduation, I worked for CCTV. I used to be the host of TV programs such as Decisive Shopping Mall, China Operators and Pilots, the producer of Dialogue, and the chief planner of CBN. In 28, I resigned and became a freelancer.
It is precisely because of his rich experience as a media person that Luo Zhenyu's talk show is not impulsive, but based on his life orientation to further expand career life. At the end of 212, Luo Ji Thinking was officially launched and updated once a week. On the same day, WeChat official account, the WeChat of Luo Ji Thinking, also started to operate, pushing a 6-second voice every day, and at the same time pushing an informative article recommended by Luo Zhenyu. Both the video and voice were given by Luo Zhenyu. Six months after the launch of video and voice, Luo Ji Thinking has quickly grown from an Internet-based video product to the most valuable well-known brand in the Internet community.
The short video content of "Thinking of Luo Ji" mainly shares Luo Zhenyu's personal reading comprehension and thoughts on all aspects of society. Luo Zhenyu quickly conquered a large number of fans with his rich knowledge and unique personal language style. In just half a year, WeChat official account, the WeChat of Luo Ji Thinking, had 75, fans, while Weibo had 3, fans. Moreover, he has gained a lot of "die-hard fans" and can be called the top brand of community construction in China.
in August, 213, Luo Ji Thinking launched a paid membership system. This move caused an uproar: a membership mode was launched for short videos, which was unheard of in China. For netizens in China, "free * * * enjoyment" is the first principle, but moderate fees completely violate this essence. Therefore, most observers think poorly of this attempt.
However, the subsequent results surprised everyone: in just two days, all 5, ordinary members and 5 hardcore members were sold out, and Luo Ji Thinking earned 1.6 million yuan in two days (the membership fee for ordinary members was 2 yuan, and the membership fee for hardcore members was 1,2 yuan). This news suddenly exploded in the field of self-media. Everyone didn't expect that the self-media founded by a small team had such great value, and Luo Ji Thinking had such great charm! More professionals say that the self-media brand has achieved "self-commerce".
Of course, some people will question that the introduction of "membership system" by Luo Ji Thinking without a mature business model is an "unreasonable membership system" because it cannot provide members with equivalent benefits or values, which is undoubtedly a gamble and a consumption of its own brand.
But only two months later, the facts gave these people a loud slap in the face. On October 12th, WeChat official account, the WeChat of Logitech Thinking, launched a message: Today, Logitech Thinking will distribute membership benefits. All members can submit their membership information through the backstage of Logitech Thinking WeChat from 12: 21 noon, and the top ten can get a LeTV super tv sent by Logitech Thinking! As soon as the news was sent out, all the members were boiling. Just five minutes after 12: 21, Weibo, the official of Luo Ji Thinking, said: Please stop submitting information, 2 members have submitted information, and the top ten of them will receive this gift.
This "welfare delivery" made the winning members feel that they had earned. 2 yuan was exchanged for a LeTV super tv worth 6,999 yuan. Isn't this member worth it? And "Luo Ji Thinking" even said: This is only the first wave of member welfare, and there will be more. Sure enough, a second wave followed.
at this time, people believe that the membership system of Luo Ji Thinking is not a barbaric "money-circling". However, some people have questioned that one LeTV super tv costs 6,999 yuan, and 1 sets is nearly 7, yuan. It's such a big deal to engage in an activity. Is Luo Ji Thinking selling blood? In fact, outsiders only know one thing, but they don't know the other. It's true to send TV, but it's not from Luo Ji Thinking, but from LeTV TV manufacturers. But someone asked, is that LeTV TV manufacturers selling blood? Of course, it is not. No business will do business without profit return, and LeTV is also the winner of this activity.
so, what did letv TV manufacturers get? As we know, there are 75, fans in WeChat official account and 3, fans in Weibo. This activity has spread among more than 1 million people, and the promotion fee is more than 7, yuan. Moreover, this activity has been widely spread on the Internet, with more than 1 million audiences. More importantly, the users, especially members, of "Luo Ji Thinking" are basically people with high academic qualifications, high knowledge structure and high consumption power. It is absolutely beneficial to promote them to the influence of LeTV brand. Therefore, this activity is actually an innovative marketing. The members of "Luo Ji Thinking" and "Luo Ji Thinking" and LeTV TV merchants are all winners.
Therefore, this is not only a game between Luo Ji Thinking and its own members, but also a long-planned commercial attempt of Luo Ji Thinking. This attempt is to turn "Luo Ji Thinking" into a knowledge community at first, and make high-quality content products sticky to fans with similar interests, and then form a more accurate communication community through membership system, and then provide a platform for brand promotion and cooperation based on the community. Finally, "Luo Ji Thinking" has been realized, merchants have achieved promotion, and members have also received substantial returns. Therefore, this is a "self-business" model in which three parties win.
Therefore, in the community of Luo Ji Thinking, one member's words represent the voice of most people: "I am embarrassed to interact with everyone without becoming a member of Luo Ji Fans!"
This is the real value of membership system and the "self-business" mode in Thinking of Luo Ji. Many people criticize the media and think that it is difficult to realize commercial realization even if it is prosperous, but Luo Ji Thinking tells everyone with facts that as long as it can provide a valuable community and dare to try, it can realize its commercial value from the media. The business model is not only analyzed, but also tried to explore.
When talking about the advantages of Thinking by Luo Ji, many people say that this is inseparable from Luo Zhenyu's personal ability and charm. Indeed, Luo Zhenyu, who has rich experience in news media, knows how to control the emotions of the audience; At the same time, he loves thinking and reading, so he naturally shows extraordinary personality charm. This is, of course, the outstanding advantage of Luo Ji Thinking. His rigorous logical thinking ability, good language organization ability, topic selection ability and mixed content ability make his talk show more advanced. Therefore, his talk show has won the unanimous admiration of young people who love thinking, even intellectuals.
but more importantly, Luo Zhenyu can firmly grasp the idea of "short, flat and fast", instead of sticking to the traditional platform. Small and beautiful is the core feature of Luo Ji Thinking. Small, reflected in the products-in addition to short video programs and daily voice push, there are not many products in Luo Ji Thinking, but these products are beautiful enough: in each issue of Luo Ji Thinking, there are independent positions, distinct attitudes and novel ideas to guide the audience to think, rather than cater to the audience. Although it does not have the authority of the mainstream media, it has established its own "well-known" social credibility, which is why it can win so many fans to follow.
In addition, Luo Zhenyu knows the Internet very well. Although his content is high-end, he has a strong "Internet thinking". Before the opening, he tells some small jokes to create a relaxed atmosphere. Even if it is a serious topic, he can tell it to everyone in a casual way instead of preaching, which distinguishes him from traditional TV programs.
these advantages are integrated together, which makes Luo Ji Thinking a success. Content has always been king since the media, but since Luo Zhenyu, people have seen the importance of "personality is king", which can even gather fans more than "content is king"!
At the same time, Luo Ji Thinking also created a novel profit model-membership system, which realized the "self-commerce" from the media. Of course, the success of the membership system is also closely related to the brand appeal of the team with Luo Zhenyu as the core. In addition, Luo Ji Thinking also strengthens the community effect through various forms such as WeChat voice, offline reading club and city live activities. In the future, if we can integrate the resources inside and outside the community and further develop the community economy, it will be another profit model for Luo Ji Thinking.
The communication slogan of Thinking of Luo Ji is "being kind, informative and interesting". "Being kind" means not being kitsch in attitude, "being informative" means having valuable communication content, and "being interesting" means having fun and interesting sharing methods. This positioning distinguishes Luo Ji Thinking from the grandstanding self-media that spread entertainment gossip, and also from the serious traditional media. It takes into account the advantages of the Internet from the media and traditional media, while avoiding the shortcomings of both, thus creating a unique communication orientation of Luo Ji Thinking.
This positioning will naturally attract a large number of "well-known" and eager young people to become the audience of Luo Ji Thinking. These intellectuals with academic background and professional quality have a sense of responsibility for social and public affairs, are interested in history, economy, politics and other topics and have their own opinions. They have deep feelings about social pain points and hot issues such as "drifting north" and "drifting south", housing prices, waste oil and employment, and can look at the problems macroscopically in combination with their own situation. These young intellectuals themselves are a "kind, informative and interesting" group, which coincides with the communication orientation of Luo Ji Thinking.
At the same time, most of these young intellectuals are post-8s and post-9s, and they agree with the freer communication mode of Internet. Therefore, the free association of a new generation of intellectual community with souls and a group of free people has become the accurate audience of Luo Ji Thinking, and the elegant, interesting and charming communication content has become the positioning of Luo Ji Thinking.
In the WeChat official account of Thinking of Luo Ji, they can hear some ideas told by the anchor in different ways, which are different from the traditional mainstream media. They can not only feel the unique life wisdom and personality charm of intellectuals displayed by the anchor, but also feel a large number of friends who are similar to their own identity, class and values, and get to know each other and communicate with each other through the community, which is the extended value of Thinking of Luo Ji.
since the birth of the media, it has been positioned as "grassroots", and a large number of "grassroots" have found their own way of life because of the media. The appearance of Luo Ji Thinking has broken people's inherent impression of self-media and made people see that self-media can also be a stage for the intellectual community with soul to show their charm. And the knowledge community with soul is more likely to succeed in this field, and can guide the development of the media to a higher end.
Luo Ji Thinking also combines some advantages of "grassroots" interpersonal communication, such as easier form and more flexible content. It not only pays attention to the seriousness and high-end of the topic, but also pays attention to personality and interest, which makes the audience more acceptable and thus becomes its disseminator and propagator.
A series of entrepreneurial ideas made Luo Ji Thinking bear a strong community label when it was born-interest integration, forming a closed loop of communication; At the same time, different levels of community system divide the audience into four types: pan-audience, fans, ordinary members and die-hard members. Therefore, Luo Zhenyu's entrepreneurial road is a typical light entrepreneurial road, without too much organizational structure and complicated management system, but with accurate communication and accurate marketing, it has achieved a new mode of "short, flat and fast" entrepreneurship. Therefore, for those who are eager to create a "short-term, fast" cooperation model, it is a way to get twice the result with half the effort on the basis of accurate content.
This article is taken from the guide book of entrepreneurship in the Internet age: Light Entrepreneurship (217)
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