Why do you want to build your own "Yellow Crane Tower"?
Thank you for watching the live broadcast of Shenzhen Satellite TV and iQiyi, and the six New Year's Eve speeches exclusively named by Walnut. This year, Six Walnut launched a new product, Six Walnut 2430. The six walnuts remind you: What is valuable, persisting for 30 days, is enough to bring about change.
Here, I would also like to thank the knowledge partner in this sector, Xiaohongshu App. In 2021, Xiaohongshu will cooperate with Get App to launch a new product, School of Life.
In the School of Life, the people who serve you include travel experts, gourmet experts, curatorial experts, and there are also people who know life and know how to live in such areas as home furnishing, fashion, and gardening. In the coming days, you can not only gain knowledge on App, but also improve your quality of life through Xiaohongshu Life Academy. We look forward to it together.
The biggest consensus in 2020 is "digitalization". February 3, which is the first day of the end of the Spring Festival holiday. So many people turned to work online, so that the Tencent Conference server was overwhelmed. Tencent continued to expand its capacity for eight days and eight nights, adding 100,000 cloud hosts and million-core server resources to get it done.
Please note that the epidemic eased later. But the online trend has not followed suit. For all digital platforms, the performance of this year has risen to varying degrees. That is really the lyric we are familiar with: You ask me where I am going? They all point to the direction of digitization.
This year, countless people told me, Luo Fatty, it's better for you to get the App business online and it will not be affected. I can only smile awkwardly and politely, very calm on the outside and panicked on the inside. You can't understand the feeling of a "nearly half-hundred-year-old internet celebrity". Only people in the online world understand the cruelty of the online world. Come, look at this screen and ask if you panic?
We always say that all industries deserve to be redone with a new platform. But the way to do it again? There seems to be nothing new, just open an account on the new platform, then build up fans, and wait for the realization of a distant future. Then, wait for the next new platform to appear, open an account, and build up fans.
Pity my old man is so old that he really can't chase him anymore. In fact, we all understand online issues. It comes fast and goes fast; the value grows fast, but it is difficult to settle and solidify. More importantly, in the first generation of platforms, except for the top players, most of them are people who eat melons.
Well, with so many platforms coming and going in the new era, I can't run the old man. Looking at the marathon team going away, I found a flowerbed and sat down, and suddenly heard this sentence, from the British rock star David Bowie: "Music will become as convenient and usable as running water or electricity... You have to be prepared for a lot of tours, because that might really be the only thing left with a personal touch. It’s really exciting. On the other hand, it doesn’t matter whether you’re excited about it or not. , It will happen anyway."
I thought, the reminder is right, the music industry, for so many years, has been digitized and rubbed on the ground. In the past few decades, how many lawsuits they have fought over copyright, and how many times have those celebrities scolded the streets. What is the final state evolved? As Bowie said, online music is really like running water and electricity, which is convenient and cheap. So what is making money for musicians? In other words, what is the link that really creates value for the music industry? Instead, it became offline.
In the past 40 years, the average ticket price for concerts has risen by more than 400%. More than 80% of the income of these global rock stars today comes from concerts. With a concert, what are you afraid of? No matter what digital platform appears online, how to spread and how to spread, the offline certainty is still there.
Yes, this matter has inspired me a lot. So this year we tried a little bit in the opposite direction. Come, let me report to everyone. We did not follow the digital direction, but ran offline and started an "Inspiration Club".
Right here, this small glass house is the learning center at the entrance of Beijing SKP shopping mall. Every Wednesday at 8 o'clock in the evening, I will talk here. Tickets are sold offline and live broadcast online. You know, this scene is very small, with less than 100 spectators, and this scale cannot be expanded. As a business, it is nothing.
So why do we still do this? At the beginning, I only had a simple intuition. I have been speaking here for ten years, not only on Wednesdays. I am not alone. My goal is to have a teacher here every night to fill it up. After ten or twenty years, it should be a good landscape.
What do you think, Beijing SKP, where is it? This year it has become the world's largest shopping mall in terms of sales revenue. We people want to create such a classroom at the door of the commanding heights of human consumption culture. I’ve been talking here, we’ve become a nail-biter for learning, and I’m very excited to think about it.
I like to see you. I want to buy a bag, but I have to study for life with me.
Interested real estate developers in all cities across the country are welcome to contact us if there are similar good places. The learning landmarks of this generation of prosperous cities in China depend on you and also on us.
The problem comes again. Although we just said that it may become a landscape in 20 years, why? In addition to our own efforts, what are the factors that might make it a landscape? This problem has been bothering me. Until one day, something like this happened:
On that day, I heard that a pair of spectators came together. It was a father and son, and that day was the child's birthday. The child looks like a junior high school student.
I am very happy, so I asked that dad, are you a heavy user of our app?
In the end, my dad replied, not really. The app has just been installed.
Then I asked the kid, are you our heavy user?
The child said, I came with my dad, neither am I.
You see, this is so embarrassing. I said that two tickets are not cheap. Why do you come here on such an important day?
That dad said, I just want my children to see what it's like to study hard by yourself and regard it as your own job. He was referring to me.
The kid said that my dad especially wants me to come, and on my birthday, I also want to chat with my dad.
Did you find anything on this occasion? On the same day, I welcomed two consumers. The GDP of 1,760 yuan was actually created. But what they consume is not me, or even what I said that day. What I provide is just a tool. They use this tool to define, consolidate and strengthen the relationship between their father and son, especially on the day of their child’s birthday.
This scene that day showed me some truth. The learning center at the entrance of SKP, and the "Enlightenment Club" inside, actually provide a can, a container of meaning, but please note that I am the only one to put things in it?
Do not. It is a meaningful piggy bank.
I stored a little meaning in it, and I was seen by people traveling from north to south, and they also stored their meaning in it. The more the meaning gathers. The more meaning, the more conspicuous the piggy bank, the more people's meaning can be gathered, and it will become bigger and bigger. I am only the initiator of this piggy bank, not the owner.
This process of value expansion is firm and sustainable, and it can even surpass the life limit of a generation. You just think, if we really do this thing, 100 years later, if the SKP mall and the glass house are still there, people passing by may think: "The generation 100 years ago was really It's very interesting. I actually hold a class at the entrance of a big shopping mall.
When I take my children to Beijing, I have to visit this attraction. "You see, even if we are gone, the piggy bank can continue to absorb the value of society, and the visit of tourists 100 years later will allow it to continue to grow.
Thank you Audi by the way. When we didn't know whether "Inspiration Club" could be made, the big brand FAW-Volkswagen Audi confirmed its cooperation with us. Why do they dare to do this? Why do they sponsor us? Because they believe in the value of offline, we will come into contact with the most real users every time. Audi has been rooted in China for more than 30 years. They are most proud of having 6 million offline users. They know this value too much. What is it? So, let me thank FAW-Volkswagen Audi again for their support this year to our New Year's Eve speech and "Inspiration Club".
I also especially like their slogan: "Be stronger."
Here is the Flower God Cafe in Paris, France. The young literary and artistic people know that this is where the generations of Sartre, Beauvoir, and Camus discussed issues and wrote manuscripts. Many people who travel to Paris today will want to take a look and have a cup of coffee. Although Sartre and Beauvoir are long gone, every new visitor will save an extra amount of meaning in this piggy bank, so that the piggy bank will grow bigger and bigger.
As a Chinese, we understand this effect too well. Yuelu Academy, West Lake, and Mount Tai are all offline scenes created in this way. Take the Yellow Crane Tower, which is 17 kilometers away. During the Three Kingdoms period, this meaning piggy bank was already here. Of course, very few people started to store things in it. Until the Tang Dynasty, there was a great saver, the great poet Cui Hao, and he stored a famous line in it: "The yellow crane is gone and never returns, and the white clouds are empty for thousands of years."
Then Li Bai came and read this poem. I wrote it well, I took it, and said, "There is no scenery in front of you, Cui Hao wrote the poem above." You see, although he didn't write a poem, he also saved a sum in this meaning piggy bank.
Li Bai went out for a circle, but was dissatisfied, and then returned and saved a bigger fortune: "The old man left the Yellow Crane Tower to the west, and the fireworks will go down to Yangzhou in March."
This interaction, as soon as the head started, was terrible. For more than a thousand years, how can a poet who has been to the Yellow Crane Tower pass by? The poems are written one by one and passed down from generation to generation. Children in private schools and schools read them out one by one, all of which are stored in it one by one. Until it became a cultural landmark of China, it became a famous brand. Its value is zoomed in by scrolling.
Being aware of the effect of "meaning piggy bank" can dispel a lot of arrogance in our hearts. In the digital age, value creation is not only a process in which a person comes up with a good idea with his own ingenuity, and then desperately spreads, expands, grows, and breaks the circle in the digital world. It needs a process that everyone can see. Meaning container.
In the real world, create a container so that people who pass by can put their own meaning in, including those who like you, ignore you, or even hate you, and that initial value will be solidified. If there is no such container of meaning, value will drift away with the wind. Hype has no value, that's why.
You just think, a painter, painted a new work. Do you put this painting in your own studio and invite the richest and most knowledgeable collector to see if you like it or not? If you like it, pay the money with one hand and deliver the goods with the other. Buyers and sellers are just buyers and sellers, does this happen?
of course not.
A good work must be handed over to the gallery, and the gallery must hold an exhibition. The exhibition must be open to thousands of onlookers who can't afford the painting to visit and check in.
At the end of this process, it was announced that a certain collector had collected this painting. Then, in this process, what value does those seemingly unnecessary links, such as those onlookers who cannot afford it, contribute? Going further, the collector spent a lot of money, what exactly did he buy?
You will find that in the value chain of a painting, people admiring, criticizing, lamenting that they can’t afford it, taking photos to show off in the circle of friends, and writing articles to earn contributions, all of these have participated but In the end, those who didn't buy it all contributed to the value of the painting through the "meaning piggy bank" of the art exhibition. In the end, the collector bought all the value in a package, not just the painting itself.
A set of value creation process includes very complex social participation, not just online, but also offline social participation.
2020 is very difficult. Many people who do offline business are a bit discouraged. In fact, when I say this paragraph, I just want to cheer everyone up. You see, I am also involved in offline, offline not only is not outdated, but also one of the most important value creation links in this era.
However, having said that, let's not stop at this conclusion. I can't say that the offline value is great and it's over. Then this is pure comfort. After all, we are in a digital age, and we cannot ignore the value of online. How to do it? Is it online or offline?
Some people will fall into the entanglement of whether to do online or offline.
There is a saying that children only make choices. When we grow up, we say, we all have.
How do you want it? I have a moment of inspiration this year from Qu Fang, the founder of Xiaohongshu. I asked her, what is the difference between Xiaohongshu and other online communities?
Qu Fang told me that Xiaohongshu is different from other online communities. It does not want you to spend all your time in that digital world, but hopes that the content in Xiaohongshu may be a certain photo or a certain After a small video touches you, you can have a wish to leave the digital world, put down your phone, and return to real life.
You see, in the past few years, Xiaohongshu has introduced two words, one is planting grass and the other is weeding. Growing grass is to yearn for something or a certain scene in the digital world, whether it is a restaurant, a cafe, or a bookstore.
To pull weeds is to go back to the real scene of real life, experience it for yourself, eat, check in, buy books, and then continue to record and mark your experience in the digital world, and define it again in your own way . Let’s see, isn’t this process a process from offline to online and back to offline? As the saying goes, "pull the weeds and replant the grasses, and the spring breeze will regenerate."
For example, Xiaohongshu has created a phenomenon on its own, that is, it has prospered a new tourist destination called B&B. In the past, we all decided where to play first, and then found a place to sleep.
But as for Xiaohongshu, its users show you a family of homestays with a special atmosphere with pictures, short videos, and beautiful music, and planted grass in your heart to make you feel that I must go to live. One live.
Then, you finally set off. This homestay is your destination in itself.
Then, another cycle begins. You take the pictures and videos you have taken, with beautiful music, and send them to the little red book, starting a new round of planting grass and attracting more people to pull the grass. Is this "pull the grass and replant the grass, and the spring breeze will regenerate"?
I found a word in the case of Xiaohongshu called "view of life". What is the "view of life"? Just to give meaning to a way of life, it becomes a piggy bank of meaning. Here, whether you watch other people's lives or show your life to others, you are adding meaning to this piggy bank.
I think there is another concept that can help us understand the term "view of life": Do you remember a scene in the movie "Harry Potter"?
Between the ninth platform and the tenth platform, there is a nine and three-quarters platform. It is a channel connecting the magical world and the real world. Over there, it is the world of wizards; over here, it is the world of Muggles.
In this day and age, if you want to accomplish something, not just attract eyeballs and set off fireworks, you need to find a platform like Xiaohongshu, or other nine and three-quarters platforms, so that you can Shuttle repeatedly between the digital world and the real world.
Some people would say that the digital world is so good, the distance between you and everything is reachable with one click, and the existence of any resource is endless and lasting. Why must we travel to the real world? Why not only have the soul on the wire, but also the body under the wire?
The digital world has a thousand benefits, but it has a shortcoming, that is, it is too rich, so that this sense of abundance makes people lose the motivation to choose, and the meaning is diluted. And back offline, you have to face all kinds of boundaries, and the motivation to choose comes back.
Whenever you choose, you have to give yourself a reason. Every time you give a reason, you are creating meaning for yourself. At the same time, you also put your own meaning into the bigger meaning piggy bank.
For example, if you are a singer, in this era, your songs can be seen everywhere in the digital world. If you only have this, your red time may be very short, because your value is diluted.
But if you have the ability to go to various cities to hold concerts, your fans will start to face the choice: Should you go? What price ticket to buy? With whom? They all have to make choices. You see, in this selection process, the fans gave this concert and the singer their own meaning.
A better example is actually the Olympics. At the beginning, it was just an idea in the mind. For example, Coubertin, the French educator and initiator of the modern Olympics, originally wanted to spread a concept, a concept with a strong 19th century color-"Summon young people from all over the world to compete on the sports field. Instead of fighting on the battlefield.” This concept later evolved into the slogan of “faster, higher, stronger”.
With the dissemination of an idea, even with digital tools, you can still feel that its power is limited. So what about the Olympics? Every four years, it has to go down to earth, that is, it is really noisy when it comes to the real world. It brings a series of boundaries, both for time: once every four years; and for space: this session is only in a certain city.
Well, everyone has to choose: athletes have to choose, whether to sprint for the gold medal in this year; spectators have to choose, whether to watch competitions and travel; cities have to choose, how to take the opportunity to build their own infrastructure; host country You have to choose, how to promote your own culture; major brands have to choose, how to advertise; the latest technology has to choose, how to use the Olympic Games to showcase yourself; and so on.
You see, everyone is making choices. For more than a hundred years, offline gatherings have occurred every four years, and the original idea has developed into a huge social fact.
You see, our New Year's Eve speech is the same. It doesn’t really matter what I say. The point is that I gave you a choice to put your own meaning in on the night of December 31st. Would you like to come to Wuhan this year? Are you coming to the main venue or the branch venues in our cities? Do you watch the live broadcast at home, or do you invite someone to come live with? This is your choice, and it's all your meaning.
Now that it comes to the branch venues, I am here to formally thank the 9 official branch venues and many friends who watched at my door. They are scattered all over the country, and the total number of people is more than ours.
I want to thank Feihe milk powder especially for this. The coldness of Feihe has always been my friend for many years. They have provided great support to 9 official branch venues across the country for our New Year's Eve speech this year.
I often quote Zeng Guofan's saying, "Having a hard time and fighting in a dull war". What I mean is that companies like Feihe do not play tricks or shudder, and use the long-term spirit to make products. Rooted in the golden milk source belt at 47 degrees north latitude, it lasted 59 years and maintained the record of 59 years of safety and zero accidents, becoming a continuously growing Chinese brand. It is a friend of time.
As far as I know, more than 100 million cans of Feihe milk powder are now the choice of Chinese mothers every year. In 2020, Feihe's market share will grow strongly to 17.2%, and its high-end sales are far ahead. Congratulations to Feihe, thank Feihe.
You see, even our New Year's Eve speech is also completing the shuttle between the digital world and the real world for a while.
Going back to the question I just started, in this era of rapid digitization, we want to get in the car, but we are afraid of being torn apart. What should we do?
Our generation may have to accomplish two things at the same time. The first thing is to learn to use the existing meaning containers to reap our own value; the second thing, we must consider creating some new meaning containers for this world that can be passed down to future generations.
This is actually a problem after growing up. When we were children, we only needed to care about how to grow, the faster the better. But when we grow up, we are adults, we must consider standing still, we must consider practical and long-term value.
When we grow up, we have to create a new meaning container for the world.
Simply put, when doing anything, I have to ask myself, where are the nine and three-quarters of the platform that you can lead to the online world? Your physical body in the real world, where is your Yellow Crane Tower?