Jul 28, 2022
In General Discussion
Therefore, we have summarized four principles from the perspective of economics. Readers who are interested in becoming (fa) famous (cai) are requested to take good notes: 1. Infinite Replication: The Secret of Marginal Cost 2. Manufacturing Labels: Tips from Positioning Theory 3. Guest officials come quickly: a model of signal transmission 4. From the virtual to the real: the productization of intangible assets Enter the text section below. 1. Infinite Replication: The Secret of Marginal Cost The history of Liu Bei's fortune is a history of the success of an Internet celebrity. Liu Bei, who was born into a poor royal family, made a living by selling straw sandals in his early years. He only made one pair of money by selling a pair of them. The more money he made, the phone number list more straw shoes he weaved. At this stage, if Liu Bei is regarded as a product manager, then his products are straw sandals. The core elements are: low gross profit, low unit price per customer, high marginal cost, and inability to replicate on a large scale. At the time of the chaos of the Yellow Turbans and the emergence of heroes, Liu Bei's career switched from running a stall and selling shoes to fighting for hegemony. After the uprising, while emphasizing his noble status, Liu Bei created his own label of benevolence and righteousness. The product became the reputation of "Benevolence". The core elements are: high maintenance costs (such as bringing people with you when retreating), but zero marginal cost, unlimited Copy (passed by word of mouth). Chen Shou's evaluation of Liu Bei is: "Hongyi is generous, knows people and treats people, and has the style of the emperor." In fact, most of Liu Bei's resources, especially talents, were obtained in exchange for the low marginal cost product structure he built. The so-called marginal cost, that is, the increment of the total cost brought by each additional unit of product produced, which corresponds to the marginal benefit. There is no doubt that fame can effectively reduce marginal costs. In Liu Bei's case, becoming an Internet celebrity allows him to gather countless resources under the banner of benevolence and righteousness. Compared with Cao Cao's "combination of grace and power" and Sun Quan's "interest binding", Liu Bei's customer acquisition cost is very low.