Recently, his new book "Super IP: Methodology of New Internet Species" once again introduced the concept of "IP" into business. Just like my hometown, as the super IP of the hotel industry, it was written into this book by Teacher Wu Sheng. He commented like a homestay in his hometown:
King Wood has found like-minded people through cross-border, crowdsourcing, crowdfunding and creativity. They are as affectionate, interesting, useful, tasteful, and have hometown feelings. They are willing to practice the concept of environmental protection and are willing to "waste" their time on beautiful things. This way of exporting values has strong super IP characteristics. Its true story activates people's yearning for freedom and a better life, and also activates the meaning of "hometown" in people's minds, as if helping someone complete the dream journey of 12, 12 and 12, and making up for their regret that they can't go home.
Thanks to Mr. Wu Sheng's comments, just like my hometown, I would like to plant my hometown in another country with more fellow travelers with the same views.
Three years ago, because of a dream list of "facing the sea, bloom is warm in spring", I participated in the preparation of "Wake up in Erhai Lake" and won the honor of 20 14 China Best Design Hotel Small and Beautiful Inn;
1 years ago, he founded "Like Hometown", integrated the Internet and Taobao design resources, and transformed the Lijiang River Samui. As a case of dreamer, it was written into Alibaba's overseas prospectus P 143 together with Inman.
Half a year ago, she launched an equity crowdfunding project called "12 months to build 12 beautiful places" on the crowdfunding website. It was over-raised in less than half a day, and the final completion rate was 444. 19%.
1 month ago, she began to "help more people plant their hometown in other places", wrote a beautiful accommodation training book with nearly 65,438+10,000 words, and successfully started two sessions of residential training. In the process, she found more like-minded travelers like her hometown homestay. (Reply to "Book of Accommodation" and enter the official account of WeChat, just like my hometown, to get the method of ordering this book)
Now, just like the second store in my hometown, Shuanglang yunshu, which was built in a quiet place in half Shan Ye, the most beautiful 270-degree mirror roof of Erhai Lake surprised countless people.
Most people wanted to open a homestay, just thinking about it, but she did it.
"The key to starting a business in Wenqing lies in whether your mobility, endurance and learning ability match your ideals and love." Because of her strong curiosity, strong learning ability and super execution, others nicknamed her "the witch of the hotel". Her name is Du Jin and she misses her hometown.
Now my hometown has opened a second branch in Dali Shuanglang, which is a step closer to her dream. In order to find more colleagues interested in B&B, she started B&B training to find more business partners.
Development of homestay IP
Open a homestay, open a coffee shop, open a flower shop ... Young artists who yearn for a better life and dreams abound, but she did it; Wenqing entrepreneurship has become a common practice, media people are independent, and projects are varied, but there are often few winners. Why can King & Wood stand out in the entrepreneurial market? Not only is its project unique, but it also has the potential of model output. What is the hidden logic line of this entrepreneurial process?
Wu Sheng commented on King & Wood's Hometown Project in Super IP: Methodology of New Internet Species;
In Wu Sheng's eyes, King & Wood's project "Like Hometown" has strong super IP characteristics. Its true story activates people's yearning for freedom and a better life, and also activates the meaning of "hometown" in people's minds, as if helping someone complete the dream journey of 12, 12 and 12, and making up for their regret that they can't go home.
Ritual sense, as one of the representatives of minority cultures, B&B itself is a content expression of ritual sense. This B&B product is defined by the ceremony. Although the same value orientation behind the ceremony brought the popularity of B&B products, it is still the popularity of B&B culture and the confirmation of the same lifestyle and emotional value of the group.
Sense of participation, as social animals and social factors, people have to be infected and moved by the culture in which products are formed, and become the basis of social participation, often unconsciously involved. In the future, the logic of business creation will no longer be the active push or pre-installation of APP. Instead, it should be the key word of active search, the cultural behavior that we actively follow, and the mass gathering that we all understand. This passive acceptance and empathy is called involvement. Although this kind of community culture is very small in many cases, the subculture community itself is viral and has considerable growth potential.
Temperature sense, what connects people and things is "temperature sense". What moves users is not the product itself, but the integration of "things" and "people". Obviously, product management is becoming the ritual management of culture and values management, content management and group carnival. In the wave of resignation and entrepreneurship of many media people, King's story is not bizarre, but its true sense of temperature can always bring people spiritual and emotional experience. If there is no sense of temperature and emotion, B&B's products can't form fission propagation. In this case, consumption is no longer a money relationship, but an emotional exchange. If the price gives way to the temperature, the value will overflow from the basic physical layer, which will bring about the expansion of commercial space.
Crowdfunding allows users to participate deeply, especially the input and dedication of emotion and energy. In order to better let fans really participate in the project, the homestay training that King & Wood began to try will become the biggest highlight of this project. This user expression of full participation is also a "ceremony" of self-confirmation, and it is a key element in the formation of homestay community. Maybe every ordinary person will have a dream in his heart, but Du Jin's super-strong content, talent, execution and connection ability enable her to quickly raise funds with dreamers on the Internet. Crowdfunding is becoming a special channel. The Internet will make these small and beautiful things with a sense of ceremony, so that craftsmen can find their soul mates and divide people into groups.
After the first offline gathering of crowdfunding shareholders in Guangzhou, King Du wrote down his feelings: "Thanks to the great mobile Internet, we can cross the vast sea of people, find each other and appreciate each other. Let's become seeds, bury them in the ground and be friends of time. If you want to ask why crowdfunding in my hometown is so hot, I think the biggest scarcity in this era is not resources, not business, but values. "
The above content is taken from Wu Sheng's Super IP: Methodology of New Internet Species.
If you love B&B or are on the way to start a business.
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