Chapter 1404 The Role of Opinion Leaders

If it was said that the boss of Uniasia and the shareholders hated the most, there was no unified answer half a month ago, but now, the one that everyone hates the most is Li Mu.

But in order to make money, Uniasia still has to bow his head and find a middleman to mediate with Li Mu. The purpose is nothing more than to hope that Li Mu can give them some relief. After all, Muye Imaging has already made so much money through "Mr. Zombie", so it should be It is to compensate for Uniasia's losses, and to authorize the right to use "zbie-master" to Uniasia, or Uniasia is willing to buy this brand name from Makino Imaging at a price of 10 million Hong Kong dollars.

When the words reached Li Mu's ears, Li Mu refused all of them without exception. His reply was very strong: "Before you ask someone to pass on the message next time, first study what the spirit of contract is."

It's not that he intends to make trouble with Uniasia, but the business market itself is like this. You must recognize the transactions you make and the things you sell! This is the quality that a business person should have. Now that he sees that he is making money from the things he sells, he wants to make money by making a sequel immediately, and at the same time he wants to sell the copyright in one go to squeeze his own space. That's all, now I'm looking for someone to be a lobbyist, and I want to give them a low price for my popular brand? how can that be possible?

What's the difference between this kind of coquettish operation and those rogues who sold their houses in their previous lives, reneged on their contracts and snatch the houses back when the house prices rose? Li Mu had never watched such news in his last life. The owner sold the house to the buyer, signed the contract and paid the full amount. The house price suddenly skyrocketed. House, life and death must take back the house and abolish the contract, how can there be such a reason?

What's more, when Li Mu took over this second-hand house, it was an old house that had been abandoned for 18 years and was almost worthless. Li Mu spent a lot of resources and energy to renovate it inside and out. Do you think now? Buy it back, why?

When such a bad thing encounters the weak, maybe they will succeed, but when I meet Li Mu, I'm sorry, I won't give any face to anyone!

Upon seeing this, Hollywood film companies gave up the idea of ​​buying the copyright of "Mr. Zombie" from Uniasia, and instead communicated with Makino Impression, hoping to buy the copyright of "zbie-master" from Makino Imaging, but Li Mu declined all of them without exception. He had the idea of ​​developing the "zbie-master" IP, and he was not going to sell it directly to realize it.

After rejecting Uniasia and Hollywood, Li Mu notified the person in charge of Makino Imaging and began to negotiate with various regions around the world for the distribution rights of "zbie-master".

After all, what I bought from Uniasia was the global distribution rights except for one region in Hong Kong. Now "Plants vs. Zombies online" is very popular, and this movie is also very popular. Film distributors all over the world hope to be able to Representing this film in their own country or region, the North American box office is so high, which gives them great confidence and enthusiasm.

Li Mu decided to open up cooperation,

But the requirements are also very clear. First, we need to find the most powerful distributors in various countries and regions. Second, the distributors must guarantee the amount of films released. For this reason, Li Mu can still give 10-20% of the box office revenue to the cinema. .

...

When the box office of "zbie-master" hit 300 million US dollars in North America, Fang Xudong, the technical master of Makino Technology, gave Li Mu a huge surprise. Li Mu had previously asked him to lead the development of yytunes, which has been developed!

When Li Mu got the news, he immediately called the core management team together for a meeting, and Fang Xudong came to demonstrate the product design of this software to everyone.

yytunes is the name of this software in all non-Chinese versions, and its name in the Chinese version is: yy music.

Although this software was developed by Fang Xudong, the idea of ​​​​the whole product is completely based on Li Mu's requirements. It can be said that Li Mu is the product manager of this software.

yytunes is a high-secrecy project of Makino Technology in this short period of time. It is also a high-secret project with this software, as well as the development and production of the second-generation mango-me. The reason why these two projects are classified as high-secrecy level, This is because Li Mu intends to use this software and the second-generation mango-me to impact Apple's current music software and hardware industry chain that relies on itunes and iPods.

At present, Apple does not have such a gold-sucking monster as the iphone. In fact, Apple has just emerged from the quagmire, and the industry chain composed of itunes and iPod is their biggest source of revenue.

Li Mu knows that if he invests huge manpower and material resources to develop the ios smartphone operating system and the iPhone, he may not be able to keep up with Apple's pace in history. Get rid of Apple first.

For example, if a person who would have been a master football player had his legs broken once before the age of ten, it would be very difficult for him to be a football player even if he could stand up, and if he could, he would definitely not be a football player. I can't become a master, and what Li Mu has to do now is to use yytunes first, paired with the second-generation mango-me, and break Apple's leg first to ensure that it will not be able to develop ios and iphone in the next days. If If it is not enough to break it once, then it will be broken twice or three times. In short, he must not be allowed to continue to develop.

In order to achieve this goal, Li Mu put a lot of thought into the product design of yytunes.

yytunes itself integrates basic functions such as music online audition, music purchase and download. On this basis, it also adds an interactive system for song reviews designed by Li Mu, user-created albums and sharing with friends.

The former is the basic function of Apple itunes at present, and the latter is the music social section added by Li Mu after integrating the later NetEase Cloud Music.

NetEase Cloud Music has a very good user reputation and user scale among a large number of music apps. The main reason is the excellent design of its product itself. For example, the comments under NetEase's popular songs are frequent, and a large number of netizens even specially watch it. Other netizens have specially downloaded NetEase Cloud Music for their comments on their favorite music, and NetEase's user-built album system is also very interesting. It has created a large number of "kol", key-leade, and opinion leaders in the music field.

Opinion leaders are very powerful beings. Their influence on other users is beyond imagination. For example, male users can never imagine that an Internet celebrity who teaches others to wear clothes on Weibo opens a store that sells clothes. A Taobao store can earn tens of millions or even hundreds of millions a year; an internet celebrity who teaches makeup to others on Weibo and micro-video platforms may earn eight figures a year just from advertising fees from cosmetic companies; a website that likes to take selfies Red, help the selfie app to do a product promotion, you may get hundreds of thousands or even millions of advertising fees.

Male users actually have a large number of opinion leaders they admire in the field of games, peripherals, and automobiles. Take automobiles as an example. There are so many people in the media of various automobiles, such as a certain shock, a certain No. 8, a certain mouse... These are all cars. Opinion leaders in the field, suppose a car reviewer has 2 million fans, he makes a 100,000-150,000 family car horizontal review, and then skillfully promotes a certain car under a certain brand in it, he may bring this car with it. Thousands or even thousands of units have been sold.

This is not alarmist at all, but influencer marketing that actually exists on the Internet, and it is everywhere!

For example, you just want to buy a car, and it is a 100,000-150,000 car. You have researched it for a long time, but every brand has products at this price, and these products have their own advantages and disadvantages. How to choose? You are in a dilemma of choice.

Some people say that it depends on the brand, and the joint venture car has more brand power. Some people say that the domestic car is the most cost-effective, and some people say that buying a car depends on three things;

Some people say that turbocharging is easy to damage and expensive to maintain, and some people say that naturally aspirated power is weak and fuel consumption is high;

Some people tell you that Mazda's Chuangchi Blue Sky is awesome, and some people say that it is pure nonsense;

Some people say that CVT is the most fuel-efficient, and some people say that CVT is the easiest to break;

Some people are fooling you, saying that the rear row of the car is not independent, and the tuning is better than the independent suspension. This kind of nonsense is basically equivalent to saying that the donkeys raised in France can run faster than horses...

When you are bombarded by all kinds of information to the point of indecision, the car reviewer xx, who you have been paying more attention to and trusting, suddenly made such a program. He evaluated 8 products at this price in the program. You have researched and struggled with each model, and you also know that if you want to buy a car, you must choose one of these eight models, so the balance that was originally deadlocked in your heart will be done before you know it. With the preparation of tilt, which car reviewer you follow may recommend, it may affect your final judgment.

And he did a lot of blind tests, a lot of nonsense, and a lot of fools in the show, and finally told you that a certain car of a certain brand is the most cost-effective among these eight cars, so all your struggles and hesitations As soon as it was swept away, he immediately patted his thigh: "Okay, just buy it."

So you take the money and go to the 4S store to order a car and pick up the car, and you think the opinion leader is fucking reliable, but what you don’t know is that the program funding for the eight cars he reviewed is provided by the brand manufacturer you bought. Yes, and secretly gave him three million advertising fees...

It is precisely because these opinion leaders have great influence on users and can convert users into their own fans and imitators, so they are of great significance to the platform and have a strong role in promoting the platform as a whole. To create the root cause of "opinion leaders".

The current network has not yet begun to breed "opinion leaders", so Li Mu is going to start this experiment with music first.

In yytunes, the breeding route of opinion leaders is: first attract users' attention through boutique reviews, and then gain the following of other users by sharing their own playlist albums. In addition, they can also share through yy space to attract users. Follow your friends.

In Netease Cloud Music, a heart-warming music review may receive tens of thousands of likes and tens of thousands of followers. In this way, users who follow him can see what kind of songs he is listening to. In terms of listening to songs, there are actually many users who are in a state of "stagnation" all the year round, so "stagnation" means that as soon as the Dingge app is opened, it is to turn over the few people, dozens or hundreds of songs, and then listen to it. For many years, the music library has rarely been updated, and other songs of other singers have rarely been known. For such a user, how to make him listen to some other people's music is a very big problem.

If it is passive brainwashing, the cost of promoting content to users is too high, because first of all, you must have a song that covers the sky and everywhere before you can brainwash users, such as slobbering songs like "Rice Loves Rice". How many saliva songs can be produced in a year at a phenomenal level?

Therefore, the best way is to give such a "stagnant" user to push songs that the people he follows are listening to but he has not heard.

For example, a is a lover of folk songs. He listens to the songs of Li Zhi, Song Dongye, Zhao Lei, and Zhao Zhao all year round. Under normal circumstances, he can only actively listen to these people for several years. In the comments of Zhiyi's song, he found a fine comment of B. He felt that what B commented directly hit his heart, said what he wanted to say, or said a layer of connotation that he did not understand, so He paid attention to this person, and he instinctively had a certain favor and admiration for this person in his heart. This is the major premise of everything.

As for B, although he likes folk ballads more, the songs he listens to a have certain overlaps and differences. For example, he listens to Li Zhi, Song Dongye, Zhao Lei, Wan Xiaoli and Pu Shu all the year round. .

Since a pays attention to b, the platform will have an automatic algorithm to automatically match the preferences of a and b, and calculate the overlapping preferences and different preferences between the two.

The result of the algorithm is that both a and b like Li Zhi, Song Dongye, and Zhao Lei, and like Zhao Zhao, Wan Xiaoli, and Pu Shu respectively.

And because a pays attention to b, b is the opinion leader of a, so the first premise of the algorithm is to recommend b's preferences to a by default, rather than recommending a's preferences to b; and the second premise is that the algorithm does not A will be recommended to B with the same preferences as him, but B will be recommended to a with different preferences from him.

Based on these two premises, the algorithm will tell a that the b you are concerned about has listened to the songs of Wan Xiaoli and Pu Shu, because this is something a has never heard of.

a has been a "stagnant" user all the year round, but when he regards b as his own opinion leader through comments, this algorithm subtly sends him a message: don't always listen to yourself Those things, let's listen to the songs you don't know that the b you adore usually listen to.

a thinks b is very interesting. The music reviews he wrote are bloody. At first glance, he is a very insightful and deep veteran. Since b is listening to Pu Shu's "Life Like Summer Flowers", then this song should be good. Take a listen.

As a result, opinion leader b, invisibly, recommended a song by Pu Shu to a, and a also took a step forward from a user who has been "stagnant" for many years.

If there is one, there are two, and if there is two, there will be three, so a under the leadership of opinion leaders, from "stagnant" to "running forward"...

In the process of building an opinion leader, Li Mu makes full use of the user's vanity. For example, when a user finds that his accidental comments are liked, replied or even followed by other users, he will be motivated to go to more songs below. Write more thoughtful comments, and when he finds that he already has hundreds, thousands, or tens of thousands of fans, he will take the initiative to carry the banner of "opinion leader".

At that time, the system only needs to give him a prompt: "Quickly recommend a song to your 15,000 fans...", he will select a song carefully, and then recommend it to himself fans;

When the system prompts him: "You already have 15,000 fans, and they are all paying attention to which songs you listen to, why not create your own playlist and recommend it to your fans?", he will definitely Carefully create a playlist and then open it up to your fans.

What is the result of this?

A small number of users have become opinion leaders, and because they become opinion leaders, their platform loyalty has soared, and their product usage time has also soared. At the same time, trying to improve their influence will also bring many new users to the platform;

And a large number of users find their own opinion leaders, and after they have objects of admiration and imitation, they will break the "stagnant" state. Because they pay attention to the opinion leaders, they begin to listen to more songs that they have not heard before. This will directly increase the platform loyalty of ordinary users, as well as the product usage time.

Taken together, all users will devote more energy to this music platform every day to achieve rapid development and long-term prosperity of the entire platform.

And this is only part of the function of NetEase Cloud Music. Don't forget, yytunes is also yy music. Once it goes online, it will be fully integrated into the yy ecosystem. At that time, yy's dialogue function, group function, and yy space will all be integrated into the yy ecosystem. Become the basis for music users to socialize based on music.

It is equivalent to integrating NetEase Cloud Music into QQ, so that NetEase Cloud Music will definitely be like a duck to water!

And yy is now a worldwide super software with a huge user base. With the support of such powerful resources, Li Mu believes that yytunes can become the most popular music software in the world. To kneel on the ground and sing conquest!