What is a community?

I used to be ignorant and worried about the literal meaning of the word "community". I thought that community was a WeChat group or QQ group established by a group of like-minded people, but it was not until later that I discovered that this was not the case.

Each of us will have some classmates in our mobile phones, which is not a community. The most basic element of a qualified community is that its members share the same values and goals.

A group of people based on the same purpose, with the cooperation of community organizers, continue to generate value, which is a benign community. For example, if you are a postgraduate community, then there needs to be postgraduate consultation in the group, and seniors can share it. If you are a maternal and child product, then the group needs to have very professional knowledge about maternal and child.

But is that enough? This is far from enough. This is just the most common form. A well-run community, organizers and participants should form a complementary relationship, which means that there must be abnormal stickiness between this group of people. Let them stick together, can be a big coffee (such as Wu Xiaobo, Luo Yonghao, Luo Zhenyu), can be a product (such as a little black dress, millet phone), can also be a * * *.

In this era, as long as you have contact with users, you have countless possibilities to realize. As for how much you can realize, it depends on how many people you have established contact with and what their attributes are.

There are basically two mainstream communities in the market, one is the product community and the other is the character community.

The product-oriented community is very simple: it is nothing more than a community selling courses and training, and paying for knowledge is also counted.

Character community pays attention to connections: generally speaking, it means that people can exchange values with each other through connections, which is an illusory thing.

As for why the community has suddenly caught fire in recent years, I think the reason may be that the tastes of users in this market are getting more and more awkward. Everyone becomes numb to the brand, and users become more and more subdivided, so the ecology of the community arises at the historic moment, generating strong links through the same values and members, and then realizing them.

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Answer: Jingwei, analyze a business term every day! Pay attention to WeChat official account marketing flight.