A while ago, the story of Dongfang Selection was stirred, whether it was the uneven "mother-in-law" or the lively melon-eating masses, they were all involved in an Internet boom, and participated in a live drama in their own conscious or unconscious ways.
I am also a member of the people who eat melons, and I will record some personal feelings and share them with you relatively late.
There is a point of view that Dongfang Selection and Yu Minhong have treated super IP Dong Yuhui badly, and the example is to take Li Jiaqi, Wei Ya, make a friend Luo Yonghao, Xiao Yangge, etc. as a comparison, and give transaction commissions according to the industry standard of live streaming 1%-2% of the transaction amount. The transaction volume of Dongfang Selection in 1 year is 10 billion, and it is said that Dong Yuhui can account for half, that is, 5 billion, according to this ratio, the matching salary should be 500 million to 1 billion, do you think this algorithm is right?
Some people think it's right, but I don't think it's right. There is a basic rule in the business society, that is, the benefits should be proportional to the risks, just like a person who chooses to start his own business, what he gets (if there is surplus) can be his own, but if he chooses to work in a company, he can only receive a relatively small return, why is this?
Because the risk of entrepreneurship is very high, there is a great probability of unsuccess, and the success of entrepreneurship needs to overcome many difficulties, and it is very uncertain that it can be obtained in the end, and there is a relatively large certainty that the worker can earn this month's salary.
1 out of 100 people can get 100 million in the end, and the others are 0, so on average, the per capita income is 1 million, and if these 100 people work in the top companies or institutions in a certain industry, such as financial companies, the per capita income is also 1 million. For the first type, 99 people don't have any income in the end, but we don't pay attention to it, 1 person has 100 million income, and in the end we will think that he deserves it.
If you are familiar with the theory of parallel world, then in the parallel world, Dong Yuhui is starting his own business, and the final income is not 100 million, it may be 0 or minus 1 million. Let's be clear, the risk in the process of Dongfang Selection is not borne by Dong Yuhui, it is borne by Yu Minhong and Dongfang Selection, and Li Jiaqi and Wei Ya, for example, are taking the risk by themselves, so should there be a standard for calculating returns in the end?
* There are many times when it is unreasonable (even when I think there is almost no reasonableness), love someone to praise him to the sky, not love someone to belittle him to nothing, people will only choose the script they want to see, and that's it.
However, this incident has strengthened my understanding that the future will be more and more the era of super individual IP. In the past, it was said that the Internet is decentralized, but in fact, it is not quite right, and it should be accurate that the Internet is a de-intermediate process, more like a direct sales model.
In the previous business era, the influence of each node was limited, so it was necessary to distribute the profits to the middle merchants, even multi-layer merchants, and finally reach the demand side, that is, the goods in the hands of consumers, at least 4 to 5 times higher than the ex-factory price, and now, there can be fewer middlemen, less circulation costs, which is essentially the improvement of information transmission efficiency. So I think Xiaomi, Pinduoduo, Li Jiaqi, and Dong Yuhui are essentially products of this logic.
According to the previous inherent concept, intellectuals are difficult to make money, intellectuals have the advantage of being very theoretical, but there is also a disadvantage that they are not very down-to-earth, intellectuals talk about the dream of piano, chess, calligraphy and painting, and the common people want firewood, rice, oil, salt, sauce, vinegar and tea. From the previous point of view, intellectuals are not very suitable for being a salesman, because the standard of a salesman is to be down-to-earth, and it is good to talk about this thing, 1234567, do you want to place an order?So why do intellectuals become good salesmen now?
This is how I look at this problem, intellectuals bring goods in fact, carefully analyze and bring non-standard products, and the traditional salesmen sell good products are basically standard products, and the pricing is a reference. The sales logic of standard products is to compare the advantages and disadvantages one by one. The sales logic of non-standard products is "attractive" and "recognized" (in fact, it can also be said that there is no logic), as for the difference between what attracts you and what attracts me, it is not necessarily. Turnip and cabbage, each with its own love. Then why do you say that Dongfang selected Dong Yuhui so strong?
I have also watched some ** and live broadcasts, and I intuitively feel that Dong represents the traditional values in the minds of the Chinese, gentle and frugal, so that the country of civility and etiquette talks and laughs, and has a poetic and bookish atmosphere. In fact, I'm not sure if Dong is such a person, but the character in front of the camera is indeed easy to accept. I think that consumers are essentially paying for these things, recognizing you as a person, and thus buying your goods, not how much advantage your goods have over other people's goods (this is the logic of standard products).
Why Dongfang Selection can get up, I think it also grasps this factor. There are Tmall and Jingdong in the sales of standard products, and it is more of the logic of shelf e-commerce, and there is no advantage in taking out the goods to show off Douyin. But non-standard products are different, more about feelings, in recognition, irrational factors will occupy a large proportion.
In the past, the productivity was relatively low and the supply of materials was insufficient, but now the productivity is already very high, and the supply of materials is actually excessive, and the sign of excess is that commodity A and commodity B are actually about the same, even if they are ahead for a while, they will soon be equaled. In the case that everyone is more or less the same, who to choose and who not to choose?In fact, it relies on brand influence, which can also be said to be IP influence, but the previous IP was a company, and the current trend is IP personalization.
A while ago, I thought about a question, maybe every boss will have to come out to bring goods in the future, why?If there are two companies that provide services for you at the same time, whether it is physical or virtual, the quality is similar, one boss you know very well and recognize his character, and one you are not familiar with, which one do you choose?I guess the answer is self-evident.
So under the background of this crazy volume, is it that the boss who shows up directly has a competitive advantage?In the past, the efficiency of information transmission was not high, and one person could only influence a few people, and could not cover the time cost of the boss, but with the blessing of live broadcast e-commerce, one person can influence tens of millions or even hundreds of millions of people, and the ROI of the boss coming out to bring goods has been greatly improved.
Isn't it strange to say that a person's worth depends on their scarcity, not on their abilities?But it's true, after years of hard study, the job I worked in after graduation was the same as the job I had studied for 10 years less than my own, and the same salary was even less, because there was not much irreplaceability.
When I was a child, I didn't understand the phrase "take the path of the few", why do you need to be maverick?Now I fully understand, because this society rewards mavericks with distinctive people, characteristic descriptions are scarce, and the market is willing to pay higher, which is the essence of the commercial society.
I'm Li Mingbright, a product expert in Dachang, a former KADA reading product leader, with 11 years of experience in Internet products, sharing business and workplace experience, welcome to follow.