These days, there are exits and users sinking everywhere.

The most prominent one this year is Xiaopozhan, which has spread out in front of the waves, sinking into rural areas, constantly leaving the circle, and becoming popular.

On the occasion of the May 4th Youth Day, the Bilibili website released a video "a speech dedicated to the new generation" - "The Back Wave". What followed was a flood of speeches, and "houlang" became a hot word.

"Houlang" introduces many grannies in the fields of food, singing, dancing, beauty, and e-sports who have millions of fans on Bilibili. The video is full of high-end electronic products and expensive figures.

But there are no young people living in small cities, no screwdrivers who work day after day, year after year, and no young people who are overwhelmed by life.

These back wave are all rich people.

Some people ridiculed: "As long as the front wave pays more rent, the back wave will be shot to death on the beach immediately."

The 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.

2

The target audience of this video is actually Qianlang.

Xiaopozhan wants to gain the recognition of Qianlang and let them know that Station B is positive and positive, so as to reap a large wave of traffic from Qianlang.

Xiaopozhan wants to gain mainstream recognition and let the mainstream know that Bilibili is a place full of positive energy and creativity.

Xiaopozhan wants those Qianlang with capital to see the unlimited potential of Bilibili and obtain investment.

Indeed, Xiaopozhan has done well. It has entered the field of vision of more people and continuously broadened its user base. "What a great little website!"

The fundamental reason for this is that the traffic of station B is almost reaching its peak.

According to the 2019 financial report data of Station B, the average age of its members is 21 years old, and the average age of new registered users is less than 20 years old (Generation Z: the generation born between 1995-2009).

According to the sixth census data (2010), the population of this age group is about 200 million. Even adding the population in the 90-95 range, the total population is about 300 million.

Taking into account the user loss of Site B and the number of users who do not use Site B, 200 million is probably the top of Site B’s traffic.

The average life span of Chinese enterprises is only 3.9 years. Every enterprise seems to be prosperous but may fall apart at any time.

Many people have witnessed the prosperity and decline of enterprises, and some people have not yet received their deposits for ofo yellow cars back.

Breaking the circle and user sinking are now the mainstream, and we must continue to develop to prevent being eliminated by the times.

The financial report of Station B for the first quarter of 2020 shows that more than 50% of the new users of Station B come from third-tier and lower-tier cities.

The huge potential of the sinking market excited many Bilibili, so Bilibili directly sank to the bottom.

Our rap is really good? All young and old men love it

Have you had fun rapping today? I will wait for your show at the entrance of the village tomorrow

Listen to rap and chatter? The whole family Happy farming, young and old

Have you been working hard for more than half a year? Take a break by listening to some rap

Don’t be afraid of the hot weather, folks? Come and enjoy some rap

3

Not only Bilibili is facing this problem, live streaming, e-commerce, social platforms, and even the car industry are also facing this problem, so Taobao, JD.com, Tencent, and car companies have all turned to sinking into the market.

And Pinduoduo, the first wave of cutting leeks, made a lot of money.

Taobao has opened a Taobao special edition.

JD.com has Jingxi, Jingdong Pinguo, and Jingdong Express Edition.

Tencent has Penguin Pinpin.

The countryside is like a wild land full of treasures, and companies are looking for treasures one after another.

Buy a camera on Taobao in rural areas and no longer have to worry about sows giving birth

Getting rich depends on hard work and thrift, relying on JD.com

Yue Bao helps you manage everything Share the hard-earned money

90% of the wealthy people in our village are Tencent Video VIPs!

Even Zhihu, once a spiritual holy place, has begun to lose users. Zhihu is no longer exclusive to the elite circle.

In the early days, Zhihu adopted a closed registration mechanism. Only users who obtained an invitation code could complete the Zhihu registration process. Non-registered users could not view Zhihu content.

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

As the requirements for commercialization become increasingly urgent, Zhihu has lowered the registration threshold.

Zhihu has gone from officially distributing invitation codes, to transferring invitation codes to core users, and then to fully open registration. Nowadays, in Zhihu, you only need to bind your mobile phone number to complete the registration.

4

This year’s epidemic has put car companies in a severe situation, and many car companies have broken through the circle and innovated. Car companies are closely following the monetization of traffic and constantly exploring new traffic.

Masks were hard to come by at the beginning of this year. SAIC-GM-Wuling quickly organized and produced 10 million "Wuling brand" anti-epidemic masks to support the safe resumption of work and production for front-line employees of dealers and suppliers.

The slogan "Wuling will make whatever the people need" on the packaging box of Wuling brand anti-epidemic masks went viral. Many people praised Wuling for this righteous move and lamented that the independent brand is responsible.

In early April, BMW’s new generation spokesperson Yi Yang Qianxi blew up the entire Internet. The official announcement on Weibo exceeded one million retweets and one million likes in six hours. Fans lined up with 100,00 comments and watermarked the post to show off their BMW cars to prove their spending power. The overall Weibo interaction volume reached more than 10 million.

This wave of operations directly further expands the target audience to more young Generation Z.

Generation Z will become the main force of consumption. Exquisiteness, appearance association, and advanced consumption are the mainstream trends of Generation Z. High-end joint venture brands and luxury brands among car companies will more actively cater to the consumer needs of the post-90s generation and will also Gain the favor of more young people by breaking the circle.

On the same day, Lao Luo’s live broadcast deepened consumers’ impression of Haval, enhanced brand value and expanded channels.

“

In early July, Wuling brand snail noodles arrived, and the packaging has an aristocratic temperament.

Qichacha shows that SAIC-GM-Wuling Automobile Co., Ltd. In May this year, it applied for the registration of the Wuling graphic trademark for 29 categories of food and 30 categories of convenience foods. The current status is pending review, so it is not ruled out that Wuling will produce it on a large scale in the future.

On the evening of July 24, "The latest version of Wuling's logo is pending review." In the new season of "Strong Brain", the 2021 VV6 becomes a participant and challenger in the game, helping the contestants to complete the dual test of mental and psychological limits, and finally successfully break out of the circle, realizing cross-border marketing between car companies and variety shows. < /p>

During the recent Chengdu Auto Show, Wuling will jointly launch an offline "Inspiration Collision Party" event with Heytea's new brand Heytea to create a new landmark for young people to check in.

< p>Wuling×Xixiaocha’s “Inspiration Collision Party” will have fancy interactions on site. Not only will there be delicious, fun, and beautiful products, but inspiration-limited blind box surprises will also be given away.

These are exciting. The marketing reveals each company's actions and determination to survive and develop in the fierce competition.

One sentence "life hangs on a thread" and one sentence "Over-reliance on the first thirty years, Great Wall Motors has survived." Next year? "It's frightening.

In this year's difficult situation, Great Wall Motors Chairman Wei Jianjun's unconventional marketing created a hit, and he used an open letter to stimulate a long-tail effect.

Breaking the rules, Being positive and constantly innovating will be the norm for more companies. "The greatest sense of crisis is the absence of a sense of crisis."

Despite the epidemic, this year's market has become increasingly lively and exciting. Major companies are stepping up, changing their ways to get out of the circle, and users are sinking, constantly expanding the user market, constantly gaining traffic, exploring ways out, and looking for vitality.

Spring will come and the strong wind will dissipate. Let us wait and see. The future is wonderful.

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This article is from the author of Autohome Chejiahao and does not represent Autohome.