The big man has a living father

Chapter 115 The Secret of Marketing
The enrollment situation for night school was exactly as Huo Hai expected.

Huo Hai accompanied Liu Che for a day and inspected all the coal mines.

Although this place is called Tongguan Coal Mine, it is actually not just one coal mine, but six large coal mines and more than a dozen small coal mines.

Although many of these coal mines are just one coal mine, the distance between the open-pit mines is actually quite far, so they are divided into many mine openings.

So it took Liu Che a whole day to walk through the entire mining area.

It was dark when we came back.

When Huo Hai came back, he missed the start of primary school but caught the start of night school, so he went to the door to take a look.

Unexpectedly, I was chosen to live in Xiaozhaoluli.

Back in the carriage, Huo Hai looked at Chang'an and realized that his idea of ​​opening a night school was right.

Chang'an will become a city that never sleeps.

In fact, Huo Hai understood a truth from watching short videos a long time ago.

The so-called popularity is a common social psychological phenomenon.

It refers to the process in which things, ideas, behaviors, etc. that appear in society over a period of time or are advocated by a representative figure are accepted and adopted by people, and then quickly spread and disappear. It is also called fashion.

While watching short videos, Huo Hai understood why so-called trends spread and disappear quickly.

That is, the lower class imitates the upper class.

This is the reason for its rapid promotion and also the reason for its disappearance.

To give a simple example, when the upper class uses Stancom hair spray, the lower class will also use Stancom hair spray in order to blend in.

Because there are so many people studying, anyone who doesn’t study will fall behind.

So everyone learns it.

Soon, the next class also used Stancom.

But, when the next class uses Stancom, will the upper class still use it?
That's why it disappeared.

Perhaps very few people start learning from the upper class in order to achieve class mobility, but in fact this behavior can be understood as a move for the sake of face.

But Huo Hai never knew how this so-called trend was created.

Yes, it is common for the next class to learn from the previous class.

However, how can the entire class learn and spread this trend and fashion?

This is the secret of marketing.

As long as you understand this secret, making a fortune through marketing will be easy.

Huo Hai had no idea why until he saw a short video that told a super standard case of a popular trend that was designed to be used as a courseware and a textbook case.

In the past, a German car brand launched a new brand called Phaeton in order to make its own luxury car.

The promotion of this brand was a complete failure.

From the day it was born, it looked like it would die tomorrow. Others grow and die, but it was never born at all.

But this situation has changed in one city.

This city is Chengdu, a city famous for its niche hobbies, where it is the most difficult to create a trend or become a pandemic.

Why did a city that has been famous for its niche hobbies for thousands of years suddenly become a gathering place for Phaeton?

During its peak period, the management of the Phaeton brand held meetings with only one thing in mind: to study why their brand became so popular in Chengdu.

During those years when they went out to study, they only did one thing, which was to learn from their dealers in Chengdu.

Go against Tiangang.

After research, the whole story was figured out, and the truth of the matter is actually very simple.

The reason is that the local dealer and the local richest man are friends, and the dealer gave a Phaeton to the local richest man.

The richest man named Liu, who owns the feed group, was very respectful and often rode in this car.

So, the local second-tier wealthy people were dumbfounded.

They often come into contact with this richest man, but cannot get close to him. All they know is that this richest man drives a Volkswagen every day.

Is it appropriate for the richest man to ride in a Volkswagen?

Then, they learned that it was not a Volkswagen, but the luxury car Phaeton under Volkswagen.

As a result, the wealthy people in the second circle all bought Phaeton to learn from the richest man.

Then they discovered that their learning this time would never be out of date!
Because... the wealthy people in the third circle don’t know Phaeton at all and think it’s Volkswagen.

Therefore, the birth of this fashion trend is a standard case of the lower circle learning from the upper circle. Moreover, this fashion trend also meets another terrible condition.

As for other popular trends, the reasons for their popularity and disappearance are the same, that is, they are imitated and spread by certain circles.

But Phaeton, he couldn't spread it.

They know it is unaffordable, and most of the people in the lower circle who can afford it don’t know about it.

As a result, Phaeton became a tacit little secret among the second circle of wealthy people in Shu.

Even when others said it was a Passat, they deliberately scraped off the tail label and put a Passat on it.

Then after studying Phaeton, we found that the Phaeton brand was beyond saving.

The reason why Phaeton is so popular in Chengdu is that it is not popular in other parts of the world.

Chengdu is a city of cars, or more precisely, a city of niche cars. Any car that cannot be sold anywhere else can definitely be sold here.

The reason is simple. Shu has a profound Pao Ge culture.

The so-called Pao-ge culture probably means that the men in this area almost belonged to the same gang a hundred years ago, and they all followed the rules in speaking and doing things. When they went out, they liked to look for standard characteristics of the same kind.

The Pao brothers disappeared, but their cultural habits remained.

It turns out that if there is a group of people who naturally think of themselves as a group, it is very easy to take advantage of this group and conduct marketing promotions.

Therefore, the first priority of marketing is circle. If there is no circle, actively create one.

Many people think that Singles' Day, Goddess Day and other festivals are inexplicable and are deliberately created to create a consumption trap for others.

Actually, it is not. These festivals are designed to artificially create the concept of a circle and to generalize the same type of people. With the concept of this similar circle, the difficulty of commercial promotion will be reduced a hundred times.

This perfect business promotion case is a good case, but not a good survey.

Because this survey was originally intended to replicate the Phaeton's achievements in Chengdu and promote them to the world. However, the result seemed to be that this survey revealed the unspoken secret of the second-tier wealthy people in Chengdu, making it known to everyone that "Volkswagen has letters".

Once this matter becomes known to everyone, it is no longer the unique representative of this circle, which also marks the end of this popular trend.

Huo Hai’s education promotion is a complete replica of this incident.

Currently, Changan’s circles can be divided into six.

The royal family and aristocratic circles, with assets worth billions.

The middle class of the new nobility, with assets worth tens of millions.

The circle of military tycoons and super-rich people, with assets in the millions.

The circle of good families, with assets worth hundreds of thousands.

Civilian circle. Property over 30,000.

Slave circle. No independent assets, spending power is equal to that of common people.

Huo Hai directly selected the military and wealthy circles as the base for promoting Mandarin and simplified Chinese characters.

First of all, these new wealthy military men have not completely left the circle of good families, although a large number of them have moved to Ling County in an attempt to blend into the circle of middle-class aristocrats and new aristocrats.

But a large number of them still remain in the gathering place of good families.

In this independent circle, the speed at which Mandarin is promoted is unimaginable.

Because they found that the best and most outstanding among them were learning Mandarin and simplified Chinese characters, so when the whole army promoted it, they happily started to learn it.

Moreover, simplified Chinese characters have another function for them, which is that only by recognizing characters can one get promoted.

As a result, the 70,000 soldiers under the command of Huo Qubing soon formed a situation of learning for the entire army.

To the extent that the soldiers under Wei Qing's control, the Yulin Guards, and the Northern Army all showed a tendency to learn simplified Chinese characters.

This is determined by class, and a pandemic is inevitable.

This group of soldiers not only learn themselves, but also teach their children.

Because they can't bear the fact that they have fought hard to climb into this circle, but end up falling back in the next generation.

Therefore, it is necessary to let children learn simplified Chinese characters and Mandarin.

And the textbooks for study are nursery rhymes.

There is no obstacle in teaching children nursery rhymes, and even children themselves are willing to learn.

Because nursery rhymes require vocalization, Mandarin, as a by-product of simplified Chinese characters, has also become popular.

Next, the good families in Chang'an City discovered a strange phenomenon.

That is, all those wealthy new soldiers who lived in his neighborhood were speaking another language.

In the past they came from all over the world, each with their own accent.

Now it is unified.

Not only them, but their families and children also started speaking with this new accent.

Originally, these new military tycoons who still lived in the neighborhood were the trend-setters for the good families, and everyone followed their example in everything they said and did.

Now people have changed not just their words and actions, but all their words.

So all the good girls started to learn.

In addition to this popular trend, good family children also have external motivation, which is that they can make more money by learning to read and write.

On any construction site, in any link of the transportation industry, and even in big businesses looking for shopkeepers and accountants, the income of those who can read is ten times that of ordinary people!

This popular trend of satisfying both external and internal motivations is bound to become a pandemic.

Therefore, although Shi Qing and others could not understand Huo Hai's approach, it did not prevent these schools from being full within a day.

According to the trend of popular psychology, this trend will inevitably disappear after spreading widely.

but……

That refers to the disappearance of the pure trend.

The second-tier wealthy people in Chengdu no longer buy new Phaetons, but the old Phaetons remain and there are plenty of them in the used car market.

The new group of soldiers in Chang'an will no longer deliberately learn to speak Mandarin soon, but they have already learned it.

Maybe a year or three years later, the good families in Chang'an will not deliberately learn to speak Mandarin and write simplified Chinese characters, but by then at least half or even half of them will have learned it.

These people are the blood that pulses into the next industrial heartbeat.

Moreover, this trend will continue to spread from good families to the common people.

Although in Chang'an, there are fewer commoners than good families.

But what about other areas of the Han Dynasty?

It may take a year or two for people in other places to understand that all the good families in Chang'an have learned to speak Mandarin and write simplified Chinese.

Moreover, this language is easy to learn and the cost of learning it is very low.

By then, this fashion trend will once again become popular throughout the country.

According to the theory of pop psychology, this trend will disappear in ten years.

But it doesn't matter.

Because, by then, all the backbone members of the Han Dynasty will be able to speak both simplified Chinese and Mandarin.

If you want to move up, you must know simplified Chinese.

This is no longer a question of popularity, but a symbol of the entire class.

If you don’t have this sign, you are not even worthy of coming in for the meeting!

[We all drive Rolls-Royce Bentleys, but you drive a Mazda? No wonder you are stuck in traffic. You are not qualified to attend this meeting.]

Because of class identification issues, children must learn simplified Mandarin in order to move up.

By then, the last step of Huo Hai’s plan will take effect.

In fact, literacy does not rely on telling others what the use of words is, how useful words are, or how much money one can make by learning words. That is only the reason for a small number of people with a striving mindset to work hard on themselves.

Real literacy relies on insults.

(End of this chapter)