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汗纳迪姆
Aug 03, 2022
In Beauty Forum
The countdown to "June 1st" Children's Day is one week. Cao County has ushered in its own highlight moment. Every day, every family packs clothes until five or six o'clock in the morning, seven or eight batches of couriers visit, and it becomes the norm to ship more than 2,000 pieces. As of May 26, the two topics "Cao County" and "Shandong Heze Caoxian" have been played 1.38 billion times and 520 million times on Douyin respectively. Why did a group of 2019 "Shandong Heze Caoxian 666!" short videos make Caoxian completely out of the circle after being re-created "stalking" carnival today. Why is it still a poor county in Shandong in 2017? Cao County, which is the key target of poverty alleviation, has only four years and has developed rapidly. Why are there so many unknown "cao counties" in China, who have more excellent intangible cultural heritage or extraordinary beautiful scenery, but few people pay attention? Why Xuchang City, which supplies half of the world's wigs; why half of the world's guitars come from Zheng'an County, Guizhou; why Huangqiao Town, which accounts for 70% of the domestic market and 30% of the world's violins; But never out of the circle? Even if Ding Zhen from Zeng Manager Pond, Ramen Brother from Feixian County, Miss Tumbler Weng from Never Sleeping City, and Changsha's pleasant tea color attracts check-ins and onlookers, they only bring a little noise to the once-quiet town. What did Cao County draw from behind the successful exit of the circle? What was innovated? What did you do right? Re-deconstruct the back of Caoxian's popularity with innovation, hoping that it can be learned and replicated, so that more "cosmic centers" can come to the new stage of the digital age. What is innovation: old elements, new combinations! Innovation Core Categories: "Continuous Innovation" and "Disruptive Innovation" Basic methods of innovation: differentiated innovation, combined innovation, breakthrough innovation, fractal innovation, creating new value, blue ocean innovation... The basic steps of brand innovation: Innovation Dividend - Insight into 10x Speed ​​Change Positioning innovation create new value Product Innovation Model innovation Service innovation Connection-Experience-Scenario Innovation Of course, Cao County may not have thought this way! 1. Innovation Dividend - Taking advantage of the opportunity to change 10 times faster Dividend 1 - The voice/expression dividend of the youth in the small town. The digital aborigines born in the 1990s, no matter when or where they were born, are fond of self-expression, good at self-communication, and love of self-re-creation. This time, it is a counter-attack and attack on urban youth's long-term influence on social topics through the pleasure of "creating content" and "identity". Bonus 2 - The bonus of short videos. Compared with pictures and texts, short videos can show more complex experience information; compared with videos, short videos can be cheaper; more importantly, with the help of mobile Internet, short videos break the limitations of time and space. Before touch, taste, and smell are not digitized, short video, a form of vision and hearing, will maintain the strongest dividend in the next 2-3 years. Bonus 3 - Content Destination Bonus. In the past, it was just "tourism", either traveling without traveling, or punching in and taking pictures. After Generation Z is in power, travel has more possibilities. It is an experience, a scene, a content, a ceremony, an exploration, a discovery, and a proof. As for the scenery, what is the scenery? Therefore, a Cao County with no mountains, no water and no humanities can attract countless KOLs/KOCs to explore, perhaps just for the 75 yuan per pound of lamb chops. Bonus 4 - Entertainment bonus. The entertainment dividend is constantly alienated in innovation, and "Versailles" is the leader. It must be admitted that without the boastful and popular telemarketing list literature like "Versailles" in 2021, today's Caoxian would not have come out of the circle. This is also something that "Dashuo" would never have thought of, "Caoxian, Heze, Shandong, 666, my baby." The dialect called Mai, the reason for the popularity after 2 years. Second, the positioning of innovation - it is better to be different than better. Cao County has not compared resources with tourism towns, culture with characteristic towns, or development compared with economic towns, but redefines itself—the center of the universe. (Of course this is defined by netizens) Because of the "different" positioning under such entertainment dividends and a unique soul, all the stories behind Cao County have been created, and the innovative classic of "old elements, new combinations + cross-border" in word games has been achieved: At the cosmic level, the Caoxian system, the English name is "Niu bi 66", is a barred spiral galaxy where the solar system is located. , the spiral arms are 4,500 light-years apart. Ancient Rome, Babylon

The center of the universe - what did Caoxian innovate?
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汗纳迪姆

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