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infoshakil260 · 1 year ago

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Customer experience: Comparison of experience between Miaoya Camera (AI) and offline photography

This article comparatively analyzes the advantages and disadvantages of Miaoya Camera and offline photography from the perspective of user experience. Thinking from multiple perspectives throughout the article helps readers have a more three-dimensional understanding of the two modes. It is recommended for readers who are interested in photography, artificial intelligence or user experience.

The recent development of AI is refreshing HE Tuber our knowledge every day, and artificial intelligence has penetrated into every corner of our lives. Among them, the emergence of Miaoya Camera has undoubtedly triggered a discussion about photography and artificial intelligence.

The emergence of Miaoya Camera gives us the opportunity to re-examine offline business formats, such as the operating models and customer experience of companies such as Haima and Tianzhenlan.

This article will compare Miaoya Camera and offline photography formats from the perspective of customer experience, and provide an in-depth interpretation based on personal opinions.

Enjoy~

1. The Spear and Shield of Miaoya Camera

First of all, the emergence of Miaoya Camera makes photography more convenient. “Miaoya Camera” comes from Alibaba and is an internal entrepreneurial project of Youku.

The usage steps are as follows:

Step 1. Open the Miaoya Camera applet. First, you need to upload a frontal photo, and then add at least 20 photos.

Step 2. In this step, the system will prompt the user whether the photo meets the standard and the quality of the uploaded photo exceeds a certain percentage. The user can choose to add more photos to make the "digital clone" more effective.

Step3. After uploading photos, users need to follow the Miaoya Camera official account and complete the payment process. The standard price is 29.9 yuan, and the limited-time special offer is 9.9 yuan. Once the purchase is successful, refunds are not supported.

Users only need to upload personal multi-scene, all-round photos to generate artistic photos. This method eliminates a series of steps such as makeup application, photography, image selection, and image editing in the offline experience, greatly saving users' time and energy.

However, this approach also brings some problems.

Due to the lack of offline experience, users’ recognition of the finished product may be reduced.

This is because every link in the offline experience is a process of building memory points , and these memory points are missing in the use of Miaoya Camera.

Secondly, although the photos generated by AI are novel, they may also cause doubts among users.

When people ask, “Is this really you?”

Users may feel a sense of illusion because they know they have not personally experienced the scene in the photo, and there are many fictitious parts in the photo.

The authors note that fake images tend to be more attractive and visually impactful than real images . This may cause users to question AI-generated photos because they will feel that it is not their true self because they have not experienced the scene in the photo. This lack of identity may lead users to question AI-generated photos.

Photography itself is still very focused on the entire photography service experience process. If the sense of participation is eliminated, the experience will be greatly reduced.

However, this does not prevent people from using Miaoya Camera. The novelty is a major factor that attracts users.

However, when the novelty wears off, the problem that Miaoya Camera needs to solve is how to build the user’s perception gap between AI-generated photos and actual experience.

On this issue, I think Miaoya Camera can deliberately add some links and elements that can enhance the perception of personal participation in the process of generating photos, and it can also allow users to add some proprietary attribute values.

In this way, even if the novelty wears off, users may still use these photos in real life and work scenarios.

2. User evaluations of Miaoya Camera

According to some reviews on the Internet, the user experience of Miaoya Camera has both positive and negative feedback.

Positive feedback focuses on its innovative AI technology and low price.

Users believe that the photo effects generated by Miaoya Camera's AI are comparable to those of professional photography studios. For example, there are hundreds of photos for Haima and Tianzhen Landong, and they can only choose one, and cannot give negatives, etc. Miaoya Camera can generate a set of professional photos for only 9.9 yuan, which is very attractive to many users.

In addition, the operation of Miaoya Camera is also very convenient, and users can use it directly on WeChat.

However, negative feedback mainly focuses on its service quality and user experience. Some users have reported that if the uploaded photos are not of high quality , the resulting results will be poor .

Additionally, the background selection is rather limited, and some of the resulting photos look out of place.

There is also user feedback that if the problem of long queues due to computing power cannot be solved well , it will bring a lot of bad reviews.

In addition, some users commented on the Miaoya Camera WeChat mini-program that “I don’t even know the effect, so I have to charge for it, and it looks ugly” and “We should let everyone see the approximate effect, even if there is only one picture, it can be all watermarked, what? It’s unreasonable to ask you to pay even if you can’t even see it.”

3. How to deal with the offline photography industry

For offline enterprises, such as Haima, Tianzhenlan, etc., the emergence of Miaoya Camera has undoubtedly brought an impact. These enterprises need to think about how to accept and adapt to the development of AI, and how to improve user experience with the help of AI.

They can also consider introducing AI technology to provide more personalized and efficient services. They can also provide and enhance users' perceptions and memories that cannot be obtained in AI through offline experiences. for example:

1) Introduction of AI technology: When Tianzhenlan received Series A financing of tens of millions in 2019, it announced that "AI technology empowered development" was at an important strategic level. They recognized the potential of AI technology in improving efficiency and quality, and began to introduce AI technology in aspects such as image retouching.

2) High-quality services: Companies such as Haima and Tianzhenlan satisfy users’ needs for faster and better photos by providing a full range of makeup, photography and photo editing services. Each step of their service process has clear standards and procedures, which can reduce errors and omissions and ensure that every customer receives high-quality service.

3) Meet diverse needs: Although AI cameras can provide convenient services, their service content is relatively simple and difficult to meet the diverse needs of users. Offline businesses can meet users' needs for faster and better photos by providing a full range of makeup, photography and photo editing services.

4) Emphasis on real experience: Although AI cameras can provide convenient services, the real experience provided by offline shooting cannot be replaced by AI. After using Miaoya Camera, some users said that they no longer need to go to places such as Haima and Tianzhenlan in a short period of time. However, they also realized that although the photos generated by the AI camera are beautiful, they lack the real shooting experience.

4. Write at the end

Overall, the emergence of Miaoya Camera undoubtedly provides us with a new perspective on photography and artificial intelligence. The convenience and novelty it brings attract a large number of users, but it also brings some challenges.

I recently heard a saying that it will be difficult for large companies to turn around in the new era. A large number of opportunities for innovation at the application layer will appear in flexible small and micro enterprises. For medium and large enterprises in offline business, how to accept and adapt to the development of AI and how to improve user experience with the help of AI will be problems they need to face.

The future development of Miaoya Camera will depend on several key factors, including how to continue to attract and retain users after the novelty wears off.

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infoshakil260 · 1 year ago

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Microinteractions: Why, when and how to use them to improve user experience

As a designer, when designing a product, do you pay attention to different details from the user's perspective? The author of this article analyzes the benefits of micro-interactions from five parts, hoping to help your work.

1. What is micro-interaction?

Microinteractions are like small gestures like smiling, winking, and nodding when you greet a friend. They're simple, but they can make communication more natural and enjoyable, making you feel like the other person is friendly and responsive.

In design, micro-interactions are small buttons, small prompts or small animations. Although they are small, they can make the user's operation smoother and more convenient, making the user feel that the product or service is more friendly and humane. Therefore, don’t underestimate micro-interactions in HE Tuber design. Small interactions can bring great benefits!

1. Factors to consider when designing microinteractions

Microinteractions are small actions that occur when users interact with the system on the interface, such as clicking buttons, dragging sliders, etc. They can give users feedback, communicate the status of the system or help users avoid errors. Therefore, when designing microinteractions, you need to consider the following four aspects:

Trigger: Whether the microinteraction is triggered by the user or by changes in system state, such as clicking a button or automatic system updates.

Rules: Once the micro-interaction is triggered, what rules need to be followed to respond, such as opening a page or displaying an error message.

Responsive: Microinteractions convey information through visual or auditory feedback, such as page changes or sound cues.

Loops and Modes: How the microinteraction should respond when conditions change, such as triggering again or entering another mode.

Microinteractions involve a variety of components, but not all components are considered part of a microinteraction. Microinteractions are small interactive elements designed for a single action or event in a user interface. They have specific triggers and, once triggered, corresponding rules and responses.

However, static elements that are always present on the screen are generally not considered microinteractions because they lack specific triggers. Likewise, multi-step actions do not qualify as microinteractions, which emphasize simplicity and immediate feedback.

Therefore, microinteractions focus on dealing with small independent interactions rather than complex multi-step processes.

2. Benefits of using micro-interactions

Microinteractions can communicate system status and facilitate the understanding and completion of complex tasks. On Instagram, users can see the results of their actions by double-clicking on a photo: a beating heart will appear on the post, the number of likes will change, and the heart button will fill up to indicate the action is complete.

Microinteractions are not limited to apps or websites, they can be applied to other devices and systems.

For example, HomePod and Siri use microinteractions to communicate standby mode when they wait for a command from the user. Once the user says "Hey Siri," HomePod displays a smooth blur animation and alerts the user through audible feedback that it's listening. This visual and auditory feedback lets the user know that the device is on standby and ready to receive commands.

The role of micro-interactions here is to tell users "I'm here and I'm listening to you" through simple and pleasant animations and sounds, making the user's interaction with the device feel more natural and seamless.

1. Note: Don’t overuse it

Poor micro-interactions will have a negative impact on user experience, reduce user satisfaction, lose user loyalty, and even cause security issues. Therefore, when designing a product or service, it is important to pay attention to the quality of micro-interactions and ensure that they are simple, intuitive, and effective to provide an excellent user experience.

Problems with microinteractions can also cause users to be reluctant to continue using a product or service because they find the interaction to be too complex or unintuitive. Once users encounter this situation, they are likely to look for alternatives and switch to competitors' products, thereby losing loyal users.

3. When to use them?

Microinteractions are just small interactive elements, but their role in user experience cannot be underestimated. Properly utilizing the power of micro-interactions can provide users with a better experience, improve the competitiveness of products or services, and win the favor of users.

The current system status is crucial for users as it lets them know what is happening on the website or application. If a user is unaware of the current state of affairs, they are likely to become angry and choose to close the site or application.

Effective microinteractions should respond to user input in a timely manner and provide immediate feedback. By directly manipulating on-screen content, you engage your audience and facilitate the learning process. For example, Pinterest's design allows users to manipulate media by simply dragging and dropping elements, moving and sorting them as needed. This intuitive way of interacting makes users feel more connected and involved.

The design of micro-interactions should focus on the content, so that users can interact with the content more focused without being distracted by cumbersome operations or overly fancy interfaces. Therefore, the power of micro-interactions lies in providing users with a seamless and easy interaction process to enhance the attractiveness and communication effect of the content, as Airbnb illustrates.

4. How to design micro-interactions?

Making microinteractions is gratifying for designers because it provides the opportunity to try new design solutions and surprise users.

However, when achieving this goal, designers need to keep the following in mind:

Put yourself in your users’ shoes: Understand deeply how users use your app and use various methods to understand their needs and behaviors.

Create functional animations: Animations are not only beautiful, but also enhance the user experience and help users better understand the interface and operations.

Provide fun and entertainment: User experience is key to keep users engaged with your app. If users enjoy using the app and feel happy, they will be more likely to come back.

Avoid being overly annoying: Too many animations or distractions are counterproductive and can bore users and lead to churn.

Use human language: Using interesting and relatable copy can make users forget about the shortcomings in the app and enhance user interaction with the app.

In short, the design of micro-interactions should consider user experience and user needs, and use animation and interesting copywriting to create a pleasant interactive experience, thereby improving the attractiveness and user retention rate of the application.

5. Finally, I want to say

In design, usability is always prioritized over aesthetics, meaning user-friendliness and ease of use are more important than pure visual appeal.

Therefore, microinteractions need to be used with caution, and tested and iterated to ensure their effectiveness in real-world use.

By understanding user needs and behaviors, combined with well-designed micro-interactions, you can provide a smoother, more enjoyable and meaningful user experience, thereby enhancing the appeal and success of your product or application.

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infoshakil260 · 1 year ago

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The "wonderful duck" priced at 9 yuan won't fly for long.

Recently, an AI application called Miaoya Camera has become popular due to its unique gameplay. Photos generated by it can be seen on social media, and have aroused intense discussions among users. So can Miaoya Camera maintain its popularity and continue to develop? Let’s take a look at how the author analyzes it.

Even if you can't fly, at least you have flown.

If your circle of friends is flooded with various photos of "friends", don't panic. For only 9 yuan, 9 yuan, the price of a cup of Luckin coffee, you can have a complete set.

If you prefer to drink a glass of Luckin, or you really can’t find 20 personal selfies as material, don’t panic, because this small program that “generates professional-quality blockbusters online” shouldn’t be popular for long.

"Miaoya Camera" suddenly became popular, and many people used it to create various personal portraits - business style, ancient costume style, Japanese campus style. Because there were so many people experiencing it, “the server was overcrowded.”

This application is not complicated to operate. Upload about 20 personal selfies, choose a template to determine the style, and then wait for AI to generate it. I won’t go into details about the specific film production effects here. If you search for “Miaoya” in your circle of friends, there should be case studies.

What deserves more attention is that this is an AI application. To be precise, this is the first domestic consumer-oriented, paid, screen-swiping AI application.

This is amazing. Because since AI big models became popular at the beginning of this year, almost all large Internet companies are working on AI and throwing money into it. However, there has never been a product that ordinary people can easily get started with and use on a large scale - Baidu's Wen Xin Yi Yan and Alibaba's Tong Yi Qian Wen. These chat robots are not open to the public; Huawei's Pangu model, Tencent's The Hunyuan model is for B-side enterprises and has nothing to do with ordinary people.

But Miaoya is changing this situation, and it comes with a fee.

9 yuan may not seem like much, but almost all similar photo apps that appeared in the past were free at the beginning - Face Meng, ZAO, etc. were all very popular, and no one charged money right away.

While Miaoya is generating photos for users, it is also slapping investors in the face: “Who said big AI models don’t make money?”

This makes the wonderful duck a good research sample. Although a flash in the pan is almost inevitable, it still brings inspiration to AI entrepreneurs.

1. AI photo-taking starts with "alchemy"

Before discussing Miaoya, we first zoomed in on "Little Book", where a bunch of people were showing "alchemy".

The so-called "refining elixir" does not mean refining the elixir of life, but training an AI model. The process of "alchemy" relies heavily on the graphics card. The computer is running at full speed and may take dozens of hours at a time, hence the name "alchemy".

What about making alchemy? ——Use AI to generate high-quality portraits.

After AI painting became popular, the foreign open source Stable Diffusion model (hereinafter referred to as "SD") and Midjourney, which ordinary people can use, began to be used by more people. These two software are extremely powerful and produce stunning photo effects. In particular, the SD model is now the underlying technical support for many Vincentian graph applications.

Some "crab-loving" people grabbed early bird tickets and used SD and Midjourney to first generate cartoon-style avatars for themselves, then try to generate more realistic real-person avatars, and then unlock more complex scenes and generate some real-life avatars. A blockbuster film that cannot be shot anywhere else in the world.

Before Miaoya appeared, some people had already changed their WeChat avatars to AI portraits. There are also some people who have turned this skill into a business - teaching others AI portraits, or customizing AI portraits for others. The price of customized photos ranges from more than ten yuan to dozens of yuan.

A group of wild "alchemists" have embarked on a vigorous journey of training AI.

The "Little Fairy's Tool Man" (for the sake of memory, let's call him "Gong Juren") started thinking about and tinkering with some programs in May, and then made his own LoRA model. It took him more than half a month to make a LoRA model for his wife using hundreds of real photos. In early June, he used the model to generate the first AI photo.

LoRA model, you can understand it as a plug-in, which can customize and fine-tune the SD large model. It requires only a small amount of data to train the style and characteristics of the model.

For example, the beautiful girl AI pictures that were very popular in the first half of the year were created by someone using the avatars of Japanese and Korean beautiful girls to train the corresponding LoRA model. Other developers could quickly generate beautiful girl-style photos after taking them.

Using SD as the bottom layer and LoRA to make elixirs, this method is used by many developers. The technologies and codes involved are basically open source. The threshold for AI photography has been lowered in the first half of the year.

Gong Guren is not a computer major, nor is he engaged in AI-related work. Before doing AI portraits, his only foundation was a little Python, which he learned by himself. The starting point for him doing this is to take good-looking photos of his wife. He used to use a camera, but now he uses AI.

He told Dingjiao that he paid attention to Miaoya as soon as it went online on July 17. He believes that Miaoya's product implementation method is the same as what he does.

"It should be made by SD. Combined with LoRA character models, several character templates are fixed, allowing users to upload 20 photos to practice LoRA, and then use the generated LoRA to insert them into the templates made in the large model to change faces." Gong Ju Ren analysis.

Many investors who follow the AI track also believe that Miaoya’s technical principle is SD+LoRA.

Wang Sheng, managing partner of Inno Angel Fund, analyzed "Fixed Focus", "I guess Miaoya uses the SD open source model, and then adds a stylized training data set like LoRA. They train each person individually a small LoRA , and then fade various background content.”

Some investors told "Dingjiao" that Miaoya is "the bottom layer of LoRA alchemy + scene prompt words". Because 20 photos are the basic amount of data used to train LoRA.

Miaoya has made templates for portrait scenes, such as workplace, emotions, Jiangnan, spring, etc. Users click to select the scene, which is similar to inputting prompt words to AI to determine the photo style. After the user uploads 20 photos, the system begins to train the personal LoRA, which is what Miaoya calls a digital clone.

Based on the opinions of many investors and practitioners, Miaoya’s AI portrait is not difficult to implement and the technical threshold is not high.

2. Is the price of a cup of Luckin worth it?

Although there is no technical threshold, there is still a threshold for using Miaoya.

In fact, Miaoya’s user experience is not very good.

First of all, they have to provide more than 20 selfies, which dissuades a large group of straight men; secondly, you have to queue up to generate photos, and you have to wait for more than ten hours when there are many people; in addition, it charges 9 yuan and 9 yuan; you have to download For high-definition and uncensored photos, you have to recharge to buy diamonds; if you are not satisfied with the generated photos, we will not refund you.

As a C-end product, it almost sets up obstacles in every aspect that users are sensitive to.

Why does Miaoya dominate the screen? Just because it's a large model?

"They went in the right direction and captured the strongest point of user demand. The product actually has a threshold. This is a matter of product and operations." Wang Sheng said.

From the product perspective, in the direction of personal avatars, we have seen too many similar products in history. Ten years ago, Mian Meng focused on generating personal cartoon images. Later, the WeChat Christmas avatar became popular in WeChat Moments, and the face-swapping app ZAO incubated by Momo all captured the needs of users.

For users, whether the pictures are fresh and fun, or whether they use pictures to socialize and satisfy certain psychological needs, the underlying logic is similar.

When it comes to AI photography, the demand has already existed.

In December last year, Lensa, an overseas AI photo-taking app, became popular. Its gameplay is to allow users to upload about 20 personal photos, and AI will generate different styles of avatars or portraits for a fee. The painting model it uses is SD and the open source dataset LAION-5B. This is strictly speaking the earliest AI photo product to hit the screen.

However, domestic AI photography was mainly popular among the small circles of AI developers and photography enthusiasts before. Ordinary people could not distinguish the concepts of SD and LoRA, let alone get started. Now, through a product, Miaoya has lowered the threshold for ordinary people to use AI photography to zero. This is the prerequisite for Miaoya to become popular.

Miaoya's development team relied on Alibaba Entertainment to promote this product. On some grass-growing platforms, you can see bloggers’ promotional blog posts. "The execution power of large manufacturers is still very strong." Gong Guren commented.

Price is a controversial point.

The common way similar products have been played over the past ten years is to attract users for free first, without considering profits in the short term. As long as the user base increases, there is no need to worry about making money. In other words, swiping the screen is more important than charging.

Miaoya charges fees when it launches, and will add items later, which will shut out a large number of early adopters.

Some people may say that compared with offline studios such as Tianzhenlan and Haima that charge hundreds of yuan, 9 yuan is too cheap. Yes, it is indeed cheaper, but not everyone goes there just to take ID photos. “I’m just here to have fun, and I still have to charge money?”

It’s not difficult to understand the reason behind Miaoya’s collection of money. It is a recognized fact that large AI models burn money, and the inability to keep up with computing power is a pain for almost all AI companies today.

Gong Juren told "Dingjiao" that SD is an open source technology and the technical barriers are not high. What can be done is to make some optimizations on the algorithm and model.

In addition, the so-called digital avatar is to generate the user character LoRA. This model training takes time. If a large number of users pour in at the same time, the computing power will inevitably be tight, so a large number of users will queue up and wait. And once you start training the model, computing power will be consumed. This is a real cost. Miaoya should have calculated the cost, so you must charge once you use it.

In addition, the pictures generated by Miaoya generally have low pixels. If you need a large high-definition picture, you will need to consume further computing power to enlarge the image, so it costs money to export high-definition pictures.

However, this allowed Miaoya to have monetization capabilities from the beginning, becoming the first C-side monetization application among China’s large models.

Putting aside this meaningless name, the question now facing Miaoya is: How can it remain popular when the technical barriers are not high, the product experience is average, and charges limit dissemination?

3. Is Miaoya really popular?

Before discussing the prospects of Miaoya, let’s answer a question first: Is Miaoya really popular?

In comparison, Face Meng can be called very popular. It once had more than 20 million APP downloads within a week. ZAO also hit the screen. On the second day after it was launched, it rushed to the second place in the entertainment free list of the App Store and remained at the top until it was removed. Lensa dominates the App Store download lists in the United States, Canada, the United Kingdom and other countries, with the highest single-day download volume exceeding 15 million.

How are Miaoya's results?

Miaoya does not have an APP, it is now a mini program. There is a platform in China that specializes in counting the popularity of small programs called Aladdin Index. We did not see Miaoya Camera in Aladdin’s major lists.

The WeChat index shows that the index of Miaoya Camera has been very low for four days after it went online on July 17. It started to rise on the fifth day and reached a peak on July 25. However, starting from July 26, the index turned downward. A sharp decline. Its heat only lasted about a week.

Baidu Index shows that the popularity of Miaoya Camera began to rise on July 23, reaching a peak on July 24, and then began to slowly decline, with the highest peak being less than 8,000. From the perspective of urban distribution, the people paying attention are mainly concentrated in first-tier cities such as Beijing, Shanghai, and Guangzhou.

We can initially draw a conclusion: Miaoya is not considered out of the circle.

"Screening is in the media and related industries, as well as investment and financing." Liu Di, managing director of Shengjing Jiacheng, told "Dingjiao".

Above the threshold of 9 yuan and 9 yuan, the first one didn't hit it. It was very difficult for Miaoya to hit the screen again in the later period.

Gong Juren believes that when drawing full-body photos of people, existing AI models have insufficient pixels allocated to the face, hands and feet, so it is difficult to generate accurate full-body photos at once, and basically require facial restoration plug-ins such as After Detailer. To repair the face or artificially repair the fingers. Therefore, most of Miaoya’s photos are headshots and half-length photos, which focus on highlighting the characters and blurring the background. “This can also easily form a stereotype and lead to aesthetic fatigue. People will get tired of seeing it and it will be boring.”

Miaoya’s “predecessor” Lensa has already given the answer.

According to statistics from data analysis company Sensor Tower, Lensa's downloads began to increase in mid-November last year, reached a peak in mid-December, and fell back to low levels in mid-January this year. The popularity of the entire life cycle lasted only two months. Other head AI+ image applications follow almost the same trajectory.

In comparison, Miaoya is not as popular as Lensa.

Compared with discussions at the functional level, the most discussed aspects of Miaoya in the past few days are two issues that are not very beneficial to the company - data privacy and refund issues.

In Miaoya’s original user service agreement, there was an “overlord clause”. Translated, the personal selfies submitted by users to Miaoya can be used by the Miaoya team without restrictions, and the scope of use even includes virtual spaces such as the Metaverse.

20 personal selfies can completely build a face portrait model. With this model, the platform can generate selfie photos of users in any scene.

Even if the platform does not do evil, it is difficult to avoid being used by people with ulterior motives. "How can Miaoya ensure that there are no private goods in the 20 photos? Now someone has included photos of celebrities in 20 photos in order to make the photos behind them look better. " Liu Di said.

This has caused some users to express concern and ask to cancel their accounts. Now, Miaoya has deleted this clause.

There is also the issue of refunds. According to Miaoya's rules, after the user pays to generate photos, the service is deemed to be completed. Even if the user is not satisfied, there will be no refund.

This rule is not excessive. After all, if you go to a physical store to take pictures, there are very few promises of refunds if you are not satisfied. The difference is that Miaoya's service is template-based. Sometimes the photos generated by AI just don't achieve the desired effect, but you can't negotiate and fine-tune it like you can with a human. It's a bit like a one-shot deal.

Gong Juren analyzed the "fixed focus" and found that there is a problem with the LoRA model. 20 photos are not enough to produce a photo that is the same as my own. Some people will look like some people and some will not.

In response to the issue of refunds, Miaoya also issued a special response. This shows that there are many users who have requests for refunds.

These controversies, while increasing the popularity of Miaoya, are also limiting its popularity.

4. Miaoya’s inspiration for AI entrepreneurship

In any case, Miaoya has become popular in some people’s circle of friends. Today, when the "Battle of 100 Models" is in full swing, there is a product that has hit the screen, which is an encouragement to AI entrepreneurs.

In the wave of mobile Internet entrepreneurship, camera applications were the first to hit the market. Now that we are entering the AI entrepreneurship wave, camera products are also the first to take the lead. The similarity of this path excites some entrepreneurs.

However, investors remain cautiously optimistic.

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infoshakil260 · 1 year ago

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Village BA: The product marketing revelation behind tens of billions of traffic

Why is Village BA, a basketball program that is not a national sport, so popular this summer? This article introduces in detail what Village BA is, the reasons for its popularity, and the operations behind it. It is recommended HE Tuber for students who want to understand marketing communications.

What will be the hottest thing about basketball in 2023?

Needless to say, the village BA. Users who don’t play basketball may be unfamiliar with Village BA, which is a folk basketball league in the village.

On July 16, the WeChat index data was abnormal, and the popularity soared to 495 million in a single day. On the Douyin topic list, there were three topics about Village BA with over 100 million views, and the highest number of plays was 2.87 billion.

All major new media platforms have various jokes, topics, etc. about village BA. Why is a basketball program that is not a national sport so popular this summer?

In this content, let’s review every bit of the popularity of “Village BA” and the hidden motives behind it. What are the common methodologies for marketing communication?

1. Business operations: Exponentially amplifying influence

On July 15, the WeChat index was only 69 million. By July 16, it was directly close to 700 million, an abnormal increase of 6 times. It happened to be the first day of NBA superstar Butler's trip to China. After arriving in Beijing, he announced that he would visit the Guizhou Village BA site. This move directly brought the already popular Village BA League to a higher level.

Butler is already the most talked about hot task in the 2023 NBA playoffs. Although he lost in the finals, his commercial value has made the brand behind the scenes, Li Ning, a lot of money. The visit to the village BA also made the Li-Ning brand market’s event marketing strategy quite successful.

In order to make up for the spurned 3999 sales strategy marketing of Butler China Tour Beijing Station, if you spend 3999 yuan in the store, you can get tickets for the meet-and-greet, and if you spend 999 yuan, you can get tickets for the Wukesong HI-park game.

Both methods can meet Butler "face to face", but 3999 is in the store and 999 is on the basketball court. Different from 999, 3999 can participate in the lottery for the unsold version of Jimmy Generation, and may have autographs, photos and other interactions.

Only by spending money can you have the opportunity to face the stars. The Village BA is different. The Village BA is the second stop of Li Ning's incident. From a commercial perspective, both the brand and the organizer of the Guizhou Village BA benefit.

For village BA organizers, if they want to break through the circle of village BA, they must have the blessing of commercial X factors, otherwise it will be difficult to break through in the inherent circle of influence.

For example, in the circle-breaking competition of various Internet celebrity players, Foreign Ministry spokesperson Zhao Lijian posted recommendations and likes on overseas social media. In early July, CCTV host Sa Beining participated in the competition. People's Daily and other official media named and praised them. At different times, various players This X factor makes the topic soar directly.

For the brand behind the scenes, Li Ning is now behind the Butler event. They also need different forms to allow fans, spokespersons, and brand topics to ignite the market.

The best marketing is one that benefits both parties A and B without harming users of Party C. As for the temporarily added village BA itinerary, Li Ning has made up for the loss to users caused by the 3,999 yuan trick at Beijing Station.

2. Emotional value: Overflowing dopamine is the only way to break out of the circle

Looking at Cun BA and Butler, there are too many similarities. Village BA practices the purest basketball sport, and Butler's extreme love for basketball on the court makes fans feel no sense of dissonance. For any other star in the NBA, arriving at the scene seems to lack the pure flavor.

The local booming music plays, and the down-to-earth competition format without various commercial elements makes users feel more involved. Compared with the unreachable NBA and CBA, the pure moments of Village BA are impressive. Maybe the skills are not professional enough, but the inner love and 200% fighting spirit on the court have nothing to do with material things. While delivering basketball to users, it also conveys a sense of life. Loving attitude.

The birthplace of village BA is Taipan Village in Guizhou Province. Originated in 1936, it is known for its lively atmosphere, open participation and ability to bring together often-overlooked rural communities. There is no commercialization, free to attend, and the grounds are always packed with locals and visitors are welcome to watch.

It's just about basketball. Players on the court have various professions. They may go to the fields to harvest wheat the next day after the game. This kind of down-to-earth operation makes you feel that you can do it too. Your love for basketball, which is high in dopamine, may be activated in an instant.

When it comes to dopamine, it is an indispensable element in current event marketing, product development, and user operations. The common feature is to make users feel happy.

For event marketing, dopamine is the catalyst that sparks buzz. Judging from the village BA incident, the moment Butler announced his visit to Guizhou, it was destined to overflow with a 6-fold increase in data. The fancy reward of getting a cow after winning a game adds to the fun of the game, crowns love, and breaks the smell of commercial money.

For product development, dopamine is functional innovation that satisfies users' emotional value. If a micro-innovation can capture a certain emotional identity of a certain type of user, the product will naturally generate a premium. A product usually has three types of value: asset value, functional value and emotional value.

The first two are determined by the market and cannot be controlled.

Asset value, just like the future direction of the property you just bought, is determined by the market; functional value is the foundation for the existence of any commodity and does not have room for premium; and emotional value means that brands can satisfy consumption through behavioral design and product innovation. By.

Looking at Village BA from a product perspective, a folk league awakens the love of hundreds of millions of grassroots basketball enthusiasts in China. When users see various Village BAs being seen, they feel an inexplicable sense of involvement and identity. A human touch.

For user operations, dopamine is the expression of empathy translated into user communication. When users feel that the brand understands them and that the brand has its own flesh and blood soul, they will be more likely to choose you for products of the same price range.

Let’s take the village BA Li Ning incident as an example. The 3,999 yuan price at the Beijing station is understandable from a brand perspective. The operation mechanism selects high-quality fans with spending power and provides benefits.

However, users don’t think so. Users will compare and label brands. For example, why does Anta set such a threshold for its star players’ trip to China? Why is your brand so snobbish? This is also an expression of the user's emotions, and it is the dopamine that reversely makes the user unhappy.

Making users "pleased" is a science. How to satisfy the emotional value of users is a topic worthy of long-term thinking by product, marketing and operation people. The logic behind why you are obsessed with Douyin is to satisfy users’ emotional values such as boredom, curiosity, greed, and fear.

3. Communication inspiration: How to create new twists on old programs

According to data released by the Chinese Basketball Association in 2021, China's basketball census has about 125 million people, ranking first among ball sports. Why is it that for a national sport with such a high popularity rate, the popularity of domestic basketball leagues has always been difficult to compete with foreign leagues?

Simply looking at popularity, Village BA is twice as popular as CBA. One is a regular army and the other is a guerrilla war, but they are completely opposite in terms of the popularity of the market. Regarding the popularity of basketball, it is not just one or two activities a day that can raise a few voices. Now we have seen mechanism innovation.

For example, in the CBA draft that has become a hot topic recently, the first grassroots older player "Yunnan Glider" has entered Hong Kong, which is also an innovation in promoting CBA. Through the topic of grassroots dream creation, we can attract the attention of users through small and big things. Compared with official "News Network"-style announcements, the communication efficiency and popularity in new media channels will definitely be higher.

It's also basketball, why is the NBA event promotion and operation so successful? The long-lasting life cycle of the NBA, from the past 75th anniversary to the annual business, character creation, dream-making stories, topic creation, etc., has formed the league's unique operating methodology.

There is no single operating strategy for detonating and promoting a project. It needs to be combined with event release, player commercialization, pre-match warm-up, various on-site behavioral design, etc., and through long-term management with a rhythm and timeline, the whole can achieve a positive cycle.

Basketball aside, the recently popular "The Voice of China" has eliminated tens of millions of short video traffic blogger @李宝儿, and I also feel sorry for the market planning of the voice. Through the sentence "What I play is real", I recorded all kinds of strange challenges in life, and gained more than 10 million followers in half a year.

Among them, the video recording the promotion of The Voice has attracted fans like crazy. Finally, within a week of stopping the broadcast of 100 into 30 in the national competition @李宝儿好声路, he appeared in the live broadcast room of Crazy Little Yang.

This wave of operations shows the difference between the behind-the-scenes of Good Voice and the behind-the-scenes of Crazy Little Brother Yang. One is a representative of traditional TV variety music programs, and the other is a representative of traffic masters in the new media era. The former is still following the process of drafting based on experience, while the latter has long smelled the traffic code and has taken over the live broadcast room to amplify public opinion.

Let’s compare the data. The number of likes on Good Voice’s recent Douyin video is around 1,000, while @李宝儿’s likes are around 3 million, which is not at the same level at all.

If Good Voice can use new interactive methods along the way when @李Paoer is recording, it will make users feel more comfortable and make the journey of @李宝儿 Good Voice a little longer. It may be a win-win event marketing for both parties. From PGC to UGC, let real users become product communicators.

How to create new twists on old programs? Only if changes go hand in hand with current users and embrace the operating rules of new media and new traffic, otherwise no matter how good the product is, it will not be able to withstand the impact of time cycles.

Final words: The popularity of Village BA has made grassroots basketball fans across the country extremely addicted, and it has also played a positive role in the promotion of Chinese basketball.

The beneficiaries behind the 500 million hot traffic blowout are far more than just Butler and Li Ning. It is very important for product people and marketers to be able to see clearly the motivations behind the popularity. Making users happy is a lifelong practice. Whether it is the process of event marketing, micro-innovation in product development, or user communication behavior design strategies, letting users overflow "dopamine" is worth following for a long time. the rules.

CBA and The Voice of China, compared with village BA and short video blogger @李宝儿, are like the comparison of two products of the era. Users are already tired of top-down indoctrination communication.

Compared with the effect of the program itself, it is fun, interesting, and refreshing, and is more attractive to contemporary young people.

Take Good Voice as an example. An interesting tidbit or a singer's out-of-tune during the playback may be more topical and fun than watching a mediocre competition.

For example, in CBA, Honor Grassroots Basketball is more down-to-earth with its users. Perhaps users who love you and your business value will be greater. Don’t just use PGC content, add more colorful UGC, and your product form and life cycle will be longer.

For old products to break through users' perceptions of you and break through their original influence, you must adapt to new rules, enter the hearts of young people, and embrace new users.

#Music #Film & Animation #Sports #Travel & Events

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infoshakil260 · 1 year ago

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Village BA The product marketing revelation behind tens of billions of traffic

What will be the hottest thing about basketball in 2023?

Needless to say, the village BA. Users who don’t play basketball may be unfamiliar with Village BA, which is a folk basketball league in the village.

All major new media platforms have various jokes, topics, etc. about village BA. Why is a basketball program that is not a national sport so popular this summer?

In this content, let’s review every bit of the popularity of “Village BA” and the hidden motives behind it. What are the common methodologies for marketing communication?

1. Business operations: Exponentially amplifying influence

For the brand behind the scenes, Li Ning is now behind the Butler event. They also need different forms to allow fans, spokespersons, and brand topics to ignite the market.

2. Emotional value: Overflowing dopamine is the only way to break out of the circle

When it comes to dopamine, it is an indispensable element in current event marketing, product development, and user operations. The common feature is to make users feel happy.

The first two are determined by the market and cannot be controlled.

3. Communication inspiration: How to create new twists on old programs

Let’s compare the data. The number of likes on Good Voice’s recent Douyin video is around 1,000, while @李宝儿’s likes are around 3 million, which is not at the same level at all.

Final words: The popularity of Village BA has made grassroots basketball fans across the country extremely addicted, and it has also played a positive role in the promotion of Chinese basketball.

#Music #Film & Animation #Sports #Travel & Events

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infoshakil260 · 1 year ago

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A small store of 10 square meters has 14,000 shareholders

Now, "cloud shareholders" on the Internet platform have become a phenomenon, and related topics have even attracted many people to watch on Xiaohongshu. So, what is the reason behind the emergence of the “cloud shareholders” group? This article tells the story of this group of "cloud shareholders", let's take a look.

Li Jieming, who is in Nanjing, recently HE Tuber acquired a new identity - the "Cloud Shareholder" of a spicy hotpot shop located in Zhenjiang, Jiangsu Province.

Li Jieming has not invested any money so far, and his method of buying shares is very special. "It is mainly to give advice to the shop owner on Xiaohongshu and act as a consultant for his business."

The small shop that Li Jieming has a stake in is called "Zhu Dabao Northeast Big Bowl Malatang".

The owner was born in 1999 and is a true "catering novice". After starting his business in April this year, he posted on Xiaohongshu to ask netizens for help. The content ranged from "naming the shop" to "the process of finding a shop" , "door design" to subsequent operations, etc.

From the naming stage, Li Jieming began to actively give advice to the shop owner. Every day, the shop owner updates the shop's latest news on Xiaohongshu, including renovation progress, final opening, and new dishes. Li Jieming actively leaves messages for the shop owner.

Li Jieming feels, "Watching the store grow little by little, I feel like I am playing a nurturing management game." Because Li Jieming's opinions are mostly pertinent and practical, he was also rated as one of the most senior "Cloud Shareholders" by the store owner, and was granted the "shareholder privilege" of receiving "canned yellow peaches" after opening. On Xiaohongshu, there are many other “cloud shareholders” like Li Jieming. They participated in the establishment and operation of the store through various suggestions and comments, without asking for anything in return, and simply "generated electricity with love."

Different from previous shareholders who focused on the economy and sought returns on investment, Yun shareholders are mostly concerned about small stores located in counties, communities or about to close down.

Most of them sincerely hope that the shop owner can "make money" and be decent as shareholders. They will not only pay attention to "financial reports" and "inspections", but also actively ask friends to "support" them. This issue of Microscopy Story found this group of cloud shareholders to explore why these young people are so concerned about a small store they have never met before.

What is it that supports this group of strangers to stay together on Xiaohongshu by paying attention to each other, leaving messages and making suggestions?

Here is the true story of how this generation of young people became “cloud shareholders”:

1. There is a good thing called "Yun shareholders hope you are well"

In movies, street shops are given a lot of mystery.

For example, in "Harry Potter", if you want to enter Diagon Alley in the wizarding world, you need to first enter a street bar in London.

For another example, in some competitive movies, the shop owner can always come up with unexpected things to reverse the protagonist's predicament.

In real life, you should not underestimate any small store.

They are located on a street corner in the city, with a business area of only a few dozen square meters, but there may be 14,000 shareholders behind them.

That's what Sister Cat's store is like.

Sister Mao’s store is in Chengdu. The store has 14,000 shareholders scattered across the country. They take care of the business of Sister Mao’s store free of charge by making suggestions on Xiaohongshu and spontaneous promotion.

The relationship between Sister Cat and these "cloud shareholders" began with a "complaint note" written in Xiaohongshu.

In 2021, Sister Mao opened a noodle shop on a certain Internet celebrity street in Chengdu. As a result, the business was bleak. On the contrary, the braised vegetables in the store were very popular. Some customers were even willing to pay an extra 40 yuan for the errands to buy the braised pork intestines from the noodle shop.

"The ingredients in the noodle shop are all top-notch, so why is there no business?" Sister Mao couldn't understand.

Sister Cat thought of seeking everyone's advice on the Internet, and casually shared the incident on Xiaohongshu to try her luck and see if she could find a way out.

Unexpectedly, this self-parody was pushed to thousands of netizens by the algorithm, attracting many netizens to make suggestions.

They put forward many specific suggestions for Sister Mao's shop, from the door to the floor, lighting to tables... Among them, a netizen found the shining point in Sister Mao's "complaint post" - the good sales of braised vegetables, and then suggested " Why don't the shop owner switch to selling braised vegetables?"

Once the proposal of "transformation" was put forward, it was like a spark, igniting the enthusiasm of netizens, and everyone began to use various tricks to urge Sister Mao to start the mailing business of fat intestines.

At first, Cat Sister refused, "How can braised food be delivered by express delivery?" But as more and more comments on Xiaohongshu asked netizens to try it by mail, Cat Sister still purchased a vacuum packaging machine and cold chain packaging bags. I plan to send a few samples to enthusiastic netizens.

This trial got out of hand, and the delivery addresses gradually spread from Sichuan, Hubei, and Guangdong to all parts of the country. Just like that, Sister Cat simply closed down the noodle shop with a bleak business and transformed into a busy braised food online shop owner.

The enthusiastic netizens of Xiaohongshu upgraded to "cloud shareholders" while Sister Mao's business was "growing bigger and stronger", and continued to support Sister Mao's store by making suggestions and planting grass for people around them. .

On Xiaohongshu, there are always a group of shop owners who "listen to advice" and there are always a group of "cloud shareholders" who are willing to make suggestions.

These netizens are "able to get along and do whatever they need to do." Many netizens care about the store second only to the boss. Not only do they personally supervise the store, but they also always follow up on the store's progress and provide timely opinions.

Sisi, who was born in 1999, is also a small shop owner with many cloud shareholders.

In March this year, Sisi failed in her postgraduate studies and decided to return to her hometown of Ziyang to open a children's clothing store. But she only had a decoration budget of 10,000 yuan, and encountered many difficulties on the way to opening the store, and she once faced bankruptcy.

Relatives and friends around her could not give any constructive advice, so Sisi could only post a request for help on Xiaohongshu.

Unexpectedly, Yun shareholders not only gave professional advice, but also gave suggestions for the situation where the store had no customer flow. Relying on the warm-heartedness of the "think tanks", Sisi's store beautified the windows, changed the facade, and added Price blackboard.

Picture | After the store opened, Sisi often "asked for help" from Yun shareholders and rectified her own store.

"Without Yun shareholders, our store would not exist," said Mao Ge, founder of the nail art materials store "Glow Cat".

Brother Mao once studied brand planning in Japan and determined to return to China to build a "beauty brand of his own" and began a bumpy entrepreneurial journey.

Since he didn’t know much about the female market, Brother Mao decided to do user research first, so he chose Xiaohongshu as his main site. In Mao Ge's view, new brands have no users and lack channels for user feedback. They need opportunities to face users directly. "Xiaohongshu just meets these two points."

Then he posted a few help posts on Xiaohongshu to try the waters. What Brother Mao didn’t expect was that the Yun shareholders not only enthusiastically answered Brother Mao’s questions, but also often gave him suggestions and detailed feedback like writing essays. Collect styles, purchase support...,

Some "cloud shareholders" will also lurk in the comment areas of other nail art enthusiasts and recommend Cat Brother and his products when appropriate.

After a period of time, Sister Mao posted a lot of news, with more than 1 million in half a year. When Brother Mao looked back on his journey on the third anniversary of his establishment, he put "Cloud Shareholders" at the top of his list of thanks.

There are many such "enterprising" shareholders, and it is precisely because of the help of Yun shareholders regardless of cost that many small stores have survived the most difficult time.

2. "If something happens, Yun shareholders will really come forward"

To some extent, cloud shareholders "violate" business understanding.

Most cloud shareholders live in big cities and are fashion trendsetters in many contexts. Are these young people in big cities so enthusiastic about “helping others make money”?

Why do we focus so much on small community shops in remote areas, or those that have just started, or are on the verge of bankruptcy? As one of the cloud shareholders, Coco can give some answers.

Coco is a packaging designer working in Shanghai and a cloud shareholder of a small fruit shop in Shaanxi County.

She is a loyal user of Xiaohongshu and often enjoys reading the sharings of ordinary people on it. She often gives her own advice in help posts, "Here, you can express whatever you want without worrying about saying the wrong thing."

Once, when Coco was browsing Xiaohongshu, she discovered that a shop owner helped his grandfather, a fruit farmer, to sell fruit and open an online store. However, he had meager funds, no operational experience, and no understanding of the packaging of fresh fruits. He was deeply troubled by delivery and after-sales issues. .

Coco immediately used her work experience to leave suggestions to the other party. Unexpectedly, when I checked the store’s Xiaohongshu a few days later, the owner had already changed the packaging and specifications she suggested.

Many people also liked Coco's message and shared many other ideas based on her suggestions.

"At work, I haven't had this sense of accomplishment in timely response for a long time." In real life, Coco is involved in large projects with long processes and complex reporting relationships. She does similar work every day, and some suggestions are difficult to pass on to the leadership.

“But in Xiaohongshu, your opinions are easily seen and will be responded to in a timely manner, making both the recipient and the helper happy.”

#Music #Film & Animation #Sports #Travel & Events

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infoshakil260 · 1 year ago

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The road to new retail digitalization

The concept of digitalization has been proposed for nearly 5 years. In these five years, we have been talking about digitalization, but what exactly is digitalization? Can anyone fully describe it?

Let me provide you Nolan's six-stage information system evolution model, which completely describes the process HE Tuber of enterprise informatization. From the initial stage, to introducing systems, expanding functions, collecting and organizing system boundaries, and entering the control stage, to the final stage where there are more and more systems and more functions, and it enters the stage that requires integration. In this process, there will be a turning point, which is also the beginning of the digital reconstruction of the enterprise.

Over the years, Chinese enterprises have been constantly catching up in digitalization and have entered the Enterprise Digitalization 2.0 stage at a turning point. This is the current status quo.

However, for the vast majority of leading companies or advanced companies, after entering a turning point, the digital construction of enterprises may be different from

The problems faced by enterprises in their digital development can be summarized into the following aspects:

Improving operational efficiency: No longer just moving business online, but paying more attention to improving operational efficiency.

Improved Insights: An important problem faced by very large enterprises or large enterprises is the inability to understand the actual situation and indicators of the front-line business in a timely manner.

Improved development efficiency: As the number of systems increases, processing the boundaries and logical requirements between various systems becomes complex, and development efficiency becomes a focus.

Collaboration is more convenient: In order to work better together, enterprises need more convenient collaboration tools and systems.

The above is the "turning point" issue of enterprise digitalization: the key issues that digital product managers need to overcome, and it is also an important challenge that enterprises face in the process of digital transformation.

After discussing the development of enterprise digitalization, we will discuss two typical enterprise cases in detail to better understand the practice of enterprise digitalization.

The first company encountered confusion when choosing digital transformation. It realized it needed a digital strategy to solve the problem, but wasn't sure which strategy it should choose. Enterprises believe that the concept of middle platform is the most popular choice, but they do not realize that their enterprise infrastructure is still stuck in the 1.0 stage, and many businesses still rely on offline operations and lack online implementation. Therefore, companies do not realize that the essence of the China-Taiwan strategy is to solve problems after the turning point. It is conceivable that the digital transformation of this enterprise ended in failure.

The second company had passed a turning point and the main problem it faced was how to resolve complex relationships among multiple systems. They work to improve operational efficiency and synergy. However, digital leaders mistakenly believe that the problem is that the current system construction is not comprehensive enough, so they believe that the digital strategy needs to be promoted more comprehensively and more systems should be introduced. However, it was eventually discovered that the problem lay not with the systems themselves, but with the isolation and boundaries between systems that were not clearly defined. As a result, the company’s digital transformation also failed.

In the choice of digital transformation, the most advanced is not necessarily the most suitable. Enterprises should choose the most suitable method based on their current situation. For example, the following case is characterized by a “disjointed digital system.” Through research and analysis, it was found that a certain company has a very high level of informatization in the industry. It has digitized all aspects of customer acquisition, conversion, transaction, contract fulfillment, after-sales, etc., and has done an excellent job.

However, on the supply side, that is, at the supply manufacturer or supplier level, there are still a large number of traditional methods such as manual production, paper work, and manual registration, which has led to the existence of a digital divide. We can't just decorate the front desk beautifully, but the inside looks like a rough house. This is a typical problem in the current industry, that is, it is highly digitalized at the procurement and sales stage, but its performance on the supply side is unsatisfactory.

Although digitalization has been developing for so many years, the vast majority of enterprises are still in the early stages of digitalization, especially when it comes to supply-side issues. Therefore, digital transformation needs to follow the conventional track rather than blindly pursue the most advanced.

2. Practical combat: digital construction of retail industry

Through the first section, we have a simple understanding of the current digital track. Next, let me use a specific case to illustrate how we carry out digital construction.

Before proceeding with digital construction, we need to clarify an important premise, that is, in the process of digital construction, there is no universal solution, but we can adopt a universal construction model.

What this sentence means is that we need to realize that the core goal of enterprise digitalization is to improve internal operational efficiency, or in more popular terms, to reduce costs and increase benefits. If you hope to achieve this goal, you must tailor a solution to the realities of your business. Simply put, you cannot expect to solve your own personalized needs by borrowing external mature tools, because this is often unrealistic and may even become a bottleneck in business operation efficiency. Therefore, we must conduct research, analysis, processing and tailor-made solutions based on the current business status of the company.

So while we don't have a universal approach, we do have a universal construction model. Here I have summarized a method based on my own experience, which I call the MSS construction model. That is, through market macro understanding, standardizing enterprise processes, designing solutions, and creating digital systems suitable for enterprises.

Next, I will introduce in detail how to use this model and methodology to solve the process of enterprise digitalization.

First, setting is essential to any story. Before discussing this topic, let's take a look at this enterprise digital blueprint, which shows the digital status of the enterprise after comprehensive construction.

Last year, in my conversation with the business leader, he proposed the goal of digital construction this year: to establish a factory management system capable of managing more than 20 factories. This goal aroused my surprise, because we were originally a retail or e-commerce company, why should we start managing factories now? So what exactly do we want to manage? Is it factory employees, production operations, or materials management? What is the problem we need to solve? And what information strategy should we adopt to solve this problem?

In response to this question, we need to further explore the complement within the enterprise and behind the decision-making, that is, what problem it aims to solve. In 2022, the core digitalization and construction center of the company was the procurement and sales link. After more than a year of construction, this procurement and sales link has been improved. In the next few years, the focus will shift to upstream suppliers.

Recall that the core of retail or e-commerce companies when they first started doing business was to improve the efficiency of commodity circulation to deliver goods to users faster and more conveniently. However, as similar retail companies in the industry continue to increase, everyone is working hard to improve the efficiency of commodity circulation. As a result, in the end, everyone's efficiency is very high, and users cannot feel the difference. Everyone can deliver within 30 minutes, so why should I choose you over him? In addition to price war, do we have other strategies? Therefore, the business leader of this company believes that we must focus on commodity strength, which is to create unique products. Only in this way can we attract users to spend money with us. So, that's actually the goal of this company.

As digital product managers, we need to understand the nature of corporate commercialization motivations. Commercialization motivation usually involves the concept of backward integration of corporate strategy, that is, starting from the current entry point and expanding upstream of the industry chain or industry.

#Music #Film & Animation #Sports #Travel & Events

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infoshakil260 · 1 year ago

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Merchants start to sell young people's emotions. Will they suffer a loss if they can't buy it for 10 yuan

In recent years, a consumption model has become popular on e-commerce platforms, namely emotional consumption, which to some extent reflects people's potential psychological and emotional appeals. So, how does the emotional consumption business appear on the Internet? What impact will the development of artificial intelligence technology have on HE Tuber the emotional consumption business?

Emotional consumption is a new consumption model that has emerged on e-commerce platforms in recent years. Although this does not mean that people can directly buy happiness or sadness, it just reflects that young people have strong emotional appeals in psychological and social aspects.

Emotional consumption products include both physical products and virtual products. The former include good luck sprays, good luck phone cases, and good luck knots. The latter include tree hole talking services, virtual mosquitoes, and the popular "lonely frog" that became popular in the past few years. . Consumers place orders for these "emotional" products, on the one hand, to respond to Internet hot spots and have fun, and on the other hand, to achieve a little solace in their souls and spirits.

1. Will you suffer a loss if you can’t buy it for 10 yuan?

"Tianyu Shudong" is one of the e-commerce stores that provides emotional consumption. It has been in business for half a year. It mainly provides services such as chatting and talking in the tree hole, with monthly sales of more than 30,000 orders. Ordinary stores may look like "nobody", but they are actually "crouching tigers, hidden dragons." "We have requirements for the quality, conduct, and academic qualifications of our store employees. In terms of academic qualifications, they are basically at least a bachelor's degree, including overseas students, and even Ph.D. and professional psychological counselors." Store manager Meng You told the "IT Times" reporter.

In the store, merchants have "tailor-made" service menus, and consumers can choose the type of service according to different needs. The service methods are divided into two types: "Wenyu" (text and voice) and "Lianmai", and the prices are divided into multiple levels according to different methods, different lengths of time, and different experience of clerks. On the menu, the lowest price is the 30-minute "Wenyu" in the form of a blind box, and the highest price is the "highest level" package of "Lianmai" service, which is 20 yuan and 990 yuan respectively.

In terms of "goods", it mainly includes tree hole chatting and talking, companionship and emotional marriage and love guidance with a basic price of 10 yuan, as well as sleeping and talking and counseling services with a basic price of 150 yuan.

Meng You introduced that with the popularity of the movie "The Lost Girl", the topic of "love brain" has aroused heated discussions. On social platforms, netizens commented that "watching "The Lost Girl" will cure the love brain." The popularity of the topic has also spawned many hot searches such as "I placed an order for my best friend and scolded her for being in love", "My best friend who is in love was scolded by customer service and woke up". In the store, this service has also become a "hot item".

In terms of pricing model, each store is similar, but the price of the same type of service varies greatly. Taking the "Baotian" service as an example, one store charges a maximum of 800 yuan for the "Wenyu" method of "changing colors with Qiushui", and a maximum charge of 1,314 yuan for the "Lianmai" method. Another store charges a maximum of 1,314 yuan for "How are you, big brother" The maximum fee for the "Wenyu" method is 480 yuan, and the maximum fee for the "Lianmai" method is 770 yuan. Customer service said that fewer people choose the package package service and more customers buy blind boxes.

Do you really suffer a loss if you can’t buy it for 10 yuan? "IT Times" reporters found in actual tests that many of these stores have low prices to attract users to buy. In the "Hello Big Brother" store, the half-hour "Wenyu" tree hole service is priced at 10 yuan, but you actually have to pay 20 yuan. to obtain relevant services. The same is true for "Sweet Talking Tree Cave".

The reporter observed many explicit or instructive comments in some stores. E-commerce insiders also reminded that if consumers really need psychological assistance, please do not use this method. This type of so-called "emotional consumption" is more biased towards Pure chat services, etc., may have certain relaxation and entertainment attributes and cannot be regarded as professional services. At the same time, consumers must also guard against potential risks such as soft porn and fraud, and e-commerce platforms should also strengthen supervision of such special commodities.

2. Merchants and consumers have mixed feelings

Businesses and consumers are both happy and worried.

Most of the "Tianyushudong" stores are part-time, just like sales, the commission is calculated based on the order, and the commission rate for each clerk is 70%. Meng You lives in Beijing. He worked part-time in the early days, and then switched to full-time. In terms of salary, his current status is to be "self-sufficient."

In the "Big Brother Hello" store, the revenue situation is divided into peak season and off-season. In the peak season, there are about 14 orders per day, and the daily income reaches 500-600 yuan. In the off-season, the number is reduced, and the daily orders and daily income are only two times that of the peak season. one part.

Who is consuming? It is understood that there are also differences in the main consumer groups of different stores. "Tianyushudong" is more inclined to people with higher consumption levels, such as corporate white-collar workers and overseas students. The consumers of "Hello, Big Brother" are mainly between 18 and 40 years old, and they are mostly students and office workers. "Most of the people who come to place orders from us don't have close friends, or they don't have anywhere to express their inner thoughts, so they are willing to talk to strangers." said the customer service "Hello, big brother".

The purchasing behavior of "chat" emotional consumption occurs between people, not between people and goods. Therefore, for businesses, while enjoying the joy of making money and helping people, problems also arise. Meng You shared an experience that made him feel helpless: "The potential risk we face lies in the unpredictable quality and motivation of some consumers. Some will ask our store clerks to borrow money, and some will run out. When applying for a refund after service, some are of low quality and will insult the clerk, and some will give negative reviews in the store comment area after being unable to vent their anger on the clerk. " Faced with "uncontrollable" and "uncontrollable" In this situation, merchants choose to "help themselves" to reduce losses and negative comments. Regularly organized training is one of the plans implemented by "Tianyushudong". The relevant training content covers anti-fraud, borrowing, social etiquette, etc. If necessary, rude customers will be refunded firmly.

Not only businesses, but consumers will also experience "hurt" moments. Ordering the "Lonely Frog" service for a friend was college student Ding Hao's (pseudonym) first emotional consumption experience. At that time, Ding Hao's mentality was "Everyone is playing, and I want to play too," and he wanted to have "fun." The tree cave service was his second experience, but the process was not pleasant. "After paying the money, it is reasonable to say that after adding the clerk's chat method, the timed chat started. But when I sent him my thoughts one after another, after 12 minutes, the other party only replied, 'Come on, I believe you. It's okay! ' To be honest, I think it's perfunctory and unreliable." Having learned from the past, Ding Hao never consumed such virtual products again.

Service quality and privacy are the main issues that consumers care about. "The chat records between us and our customers are absolutely confidential and will be deleted immediately after the chat. If you are not satisfied with the chat or are dissatisfied within 8 minutes, you can apply for a replacement." Or you can get a refund," the store customer service told reporters.

3. Will it be replaced by artificial intelligence?

In Meng You's view, the emotional consumption market will become more diversified as people satisfy their material lives and pursue a rich spiritual life.

Will it form a competitive relationship with practitioners such as psychological experts and psychological counselors? Meng You believes that for consumers, they need more companionship and catharsis in terms of emotional value. The online chat provided by the store is mainly based on their needs and feelings. Different from the serious atmosphere of communicating with a psychological counselor, Shudong's service focuses on "freedom" and "relaxation". In addition, the store is quite different from the related studio in terms of scale, management model and staffing, so it is not a competitive relationship.

Currently, artificial intelligence technology is becoming more and more mature, and chatbots represented by ChatGPT have once again made "whether machines will replace people" a hot topic. For "chat" emotional consumption services such as "Tianyushudong" that focus on "people-to-people" communication, it is both an opportunity and a challenge. Some netizens believe that such services are easily replaced by AI. The purpose of consumers is to find a target to "vent", while AI robots are good at "talking" and may even understand the other person's heart better than real chatters; the opposite view is that real people's Replies and empathy can better resolve consumers’ real unhappiness, while machines are just making seemingly humane mechanical replies.

Reality forces "Men Youmen" to think about: What are the differences in communication between people and between people and machines? If people choose to talk to machines in the future, can the current services still be maintained?

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infoshakil260 · 1 year ago

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Copywriting Secrets Every Product Manager Should Know

opywriting is a skill that needs to be mastered in every position, and product managers are no exception. Copywriting is the skill of using words to influence, persuade, and connect with an audience. This article summarizes some copywriting secrets that product managers need to know. I hope it will be helpful to you.

In the fiercely competitive landscape HE Tuber of product management, product professionals are constantly striving to unlock the keys to success. Their roles cover a wide range of responsibilities, including strategic planning, market analysis and cross-functional collaboration. Among the many skills they master, there’s an often underrated secret that can improve performance and revolutionize your approach to product development and marketing: the art of copywriting. In this article, we’ll explore copywriting secrets that every product manager should know to understand its transformative impact on the industry.

At its core, copywriting is the skill of using words to influence, persuade, and connect with an audience. Product managers who embrace this secret sauce can craft compelling messages that resonate with stakeholders and customers. Whether you're presenting a product proposal to executives or creating marketing content for your target market, persuasive communications are key to driving purchase, support, and ultimately success.

1. When writing copy, you first need to understand your audience.

An important aspect of copywriting is knowing your audience inside out. Product managers who realize this secret understand that different stakeholders have different needs, concerns, and priorities. By tailoring communications and messaging to specific audiences, they can solve pain points and deliver value in a way that resonates deeply. This customer-centric approach fosters strong relationships and builds trust, which is critical to driving product adoption and loyalty.

For example:

Many movie promotions on the market will use the first example, but for viewers, there is no fixed concept to explain how awesome this blockbuster is. The copywriting is slightly modified and supported by corresponding data, which will make the audience want to find out more and want to see the film that took more than 2 billion pictures and took 9 years to complete.

2. Use storytelling situations to establish emotional connections and construct scene-based expressions

One of the most powerful applications of copywriting secrets lies in the art of storytelling. Humans are wired to connect with stories on an emotional level, making them a valuable tool for product managers. By integrating storytelling into contextual communications, product managers can evoke emotion, inspire action, and have a lasting impact on their audiences. Whether telling the journey of product development or sharing customer success stories, engaging narratives leave a lasting impression and attract a loyal following.

For example: Apple co-founder and former CEO Steve Jobs was a product manager who built emotional connections through storytelling and scenario-based expression.

Steve Jobs was famous for his ability to captivate audiences and create emotional connections with customers during product demonstrations. One of the most famous examples of his storytelling and scene-based expression was the launch of the first-generation iPhone on January 9, 2007.

During his keynote address, Jobs took the audience on a journey as he explained that Apple was about to launch three revolutionary products: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough Internet communications device. He then dramatically revealed that they weren't three separate devices, but one product: the iPhone.

In demonstrating the capabilities of the iPhone, Jobs used storytelling to explain how it would change the way people communicate, consume media, and interact with technology. He showed how easy the device is to use, emphasizing its intuitive interface and how seamlessly it integrates various functions.

Throughout the presentation, Jobs crafted scenes that showed the emotional impact of the iPhone. For example, he demonstrated how to easily scroll through a photo gallery with the flick of a finger, instantly triggering a nostalgic response in the audience. He also showed how the iPhone can access Google Maps and find nearby restaurants, emphasizing the convenience and connectivity it brings to users' lives.

By using storytelling and scenario-based expressions, Steve Jobs was able to evoke excitement, wonder, and a sense of connection between the audience and the product. His speech not only demonstrated the capabilities of the iPhone, but also conveyed his vision of how this revolutionary device will improve people's lives. As a result, the emotional connections he made played a major role in the iPhone's massive success and its impact on the tech industry.

3. Drive action with effective calls to action

A well-crafted call to action (CTA) is the core of copywriting. Product managers who have mastered this secret art can design CTAs that inspire customers to take a desired action, whether that’s purchasing, signing up for a trial, or providing feedback. A powerful call-to-action combines persuasive language with a clear and direct message, leaving no room for ambiguity and prompting an immediate response.

When using software, we often encounter: Start a free trial now, Start a personalized plan (fitness and wellness platforms often use this CTA to encourage users to sign up for a personalized exercise or nutrition plan), Call now for a free consultation, Upgrade to premium version etc. These are all examples of using calls to action to entice users to take the next step.

4. Consistency of brand information

Consistency in messaging is the hallmark of a successful brand, and product managers play a vital role in shaping this image. Embracing the secrets of copywriting means intentionally maintaining a consistent brand voice across all touchpoints. From product descriptions to marketing materials, a unified message can enhance brand recognition, instill trust and solidify your brand’s position in the market.

The copywriting on the following platforms perfectly explains their product brand concepts;

Nike: “Just Do It” Nike’s iconic slogan is a perfect example of expressing your brand’s essence through copy. It encapsulates the brand’s determination, drive and the idea that anyone can achieve greatness through action.

Coca-Cola: “Open Happiness” Coca-Cola’s “Open Happiness” slogan expresses the brand’s commitment to spreading joy, happiness and positive moments among people. It creates an emotional connection with the audience and associates the brand with a positive experience.

Starbucks : “Experience the Starbucks Reserve Roastery” Starbucks uses descriptive and experiential copy to promote its premium Reserve Roastery. The copy emphasizes the unique experience of visiting these stores, emphasizing craft and specialty coffee products.

Tesla : “The Safest Car in the World” Tesla’s copy focuses on safety, reliability, and cutting-edge technology. By claiming to be the "world's safest car," Tesla has established itself as a leader in automotive safety.

Google : “Organize the world’s information” Google’s mission statement is a powerful piece of copy that outlines the brand’s commitment to making information accessible and organized for everyone.

5. The importance of copywriting in product management

1. Drive customer engagement and conversion

Copywriting is a powerful tool for driving customer engagement and increasing conversions. A study conducted by HubSpot found that businesses that wrote effective copy on their websites had higher conversion rates. Persuasive and well-crafted copy can grab a potential customer’s attention, instill trust in your product, and encourage them to take the desired action, whether that’s making a purchase, signing up for a trial, or subscribing to a service.

2. Build brand image and loyalty

As mentioned above, consistent and compelling copy plays a key role in shaping your brand’s image and building customer loyalty. A Nielsen survey shows that 59% of consumers prefer to buy new products from brands they are familiar with. Product managers who understand this secret can use copywriting to create a unique brand voice that resonates with their target audience. A consistent brand voice drives brand recognition and trust, which leads to increased customer loyalty and advocacy.

3. Use storytelling to build emotional connections

Emotional connections play a vital role in customer decision-making. Neuroscientists have found that storytelling activates various areas of the brain, increasing engagement and making information easier to remember. Savvy product managers leverage storytelling through effective copywriting to evoke emotion and create a deeper connection with their audience. By sharing authentic stories and customer success stories, product managers can build empathy and loyalty, strengthening the connection between the brand and its customers.

4. Strengthen collaboration and communication

Effective communication is crucial for product managers, especially when working with cross-functional teams. Copywriting skills enable product managers to clearly communicate their vision, eliminate misunderstandings, and streamline the development process. A McKinsey study found that effective communication and collaboration within an organization can increase productivity by up to 25%. Through concise and persuasive copy, product managers can coordinate their teams and ensure everyone is working toward a common goal.

In conclusion, the secrets of copywriting have huge potential for every product manager striving for success in today’s competitive market. Backed by data and analytics, mastering the art of copywriting can clearly increase customer engagement, boost conversions, and increase brand loyalty. By leveraging storytelling to create emotional connections and maintain a consistent brand voice, product managers can shape their brand image and build lasting relationships with their audiences.

Additionally, effective copywriting improves collaboration, aligns cross-functional teams, and streamlines the product development process. With this secret, product managers become powerful communicators, engaging audiences and driving product and brand success.

As the industry evolves, product managers who embrace the secrets of copywriting will be at the forefront of innovation, make a lasting impact on their organizations, and pave the way for a prosperous future in the dynamic world of product management.

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infoshakil260 · 1 year ago

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Is there no need for product managers in the AI era

With the rapid development of AI artificial intelligence technology, the role of product managers will be more or less affected by this wave. So, are product managers still needed in the AI era? Perhaps in the era of emerging intelligence, product managers need to think about how to find their own foothold and core competitiveness in the AI 2.0 era. Let’s take a look at what this article has to say.

After being coerced into the AGI era by ChatGPT and large models, product managers took the lead in becoming the most anxious, restless, and confused people.

"Recently, many Internet product managers have come to me, especially those with several years of work experience. They have a very strong sense of crisis about the industry environment they are currently in." Former head of iFlytek's business line at HKUST and Alibaba Zhang Jingyu, a cloud AI product expert and author of the book "Artificial Intelligence Product Manager", told Pinwan.

As the AGI wave surges, Zhang Jingyu's book HE Tuber has recently become a professional bestseller again. At the same time, he has also received more and more industry speeches and consultation invitations, most of which are related to how to become/do a good job as an AI product manager.

Huang Zhao (common ID: hanniman), who has also been deeply involved in the field of artificial intelligence for more than ten years and has built the first community of AI product managers, has been overwhelmed by the product managers in transition who have come to him for guidance in the past two months, " There are no specific statistics on the number, but a lot of product managers came to us, and they all had some problems during the transformation period."

Huang Zhao told Pinwan that many product managers who want to transform not only cannot get offers, but also have very few opportunities for interviews; under the AI boom, product managers who have decided to transform and leave their jobs take a gap of 2 or 3 months. This is common. Some gaps last for 4 to 6 months. The longer the gap, the more panicked they (product managers) become.

Even the top product managers in the industry are being pulled by anxious emotions. They are convinced that AGI is the right direction and contains huge potential. However, how to seize the opportunity to enter the leading AI company and achieve the greatest self-improvement? It has become an extremely urgent matter.

An insider revealed to Pinwan that many high-profile product managers from major Internet companies are stuck in the position of product director of leading AI startups. Senior executives of ByteDance Volcano Engine are also "seeking medical advice" in the industry. , trying to find a way to make the best large model products in China.

This is the best of times and the worst of times; this is an era of emerging intelligence and an era of chaos and confusion.

1. Peripheral skills fail, and product managers enter an “awkward period”

After the advent of ChatGPT, Jin Chen (pseudonym), a product manager who had worked for a major Internet company for five years, suddenly discovered that 80% of his daily work would be weakened or even completely replaced by AI in the future.

Not to mention that in recent years, the outside world has often ridiculed that the job of Internet product managers is to place buttons, specialize in PPT, and study upward management and cue processes. As far as Jin Chen’s own feelings are concerned, Internet product managers have always been good at the market. A series of skills that may seem black-box to the outside world, such as research, competitive product analysis, PRD design, and data monitoring, have become somewhat useless in the current AGI era.

"Take PRD (Product Requirements Document) as an example. This seems to be the specialty of product managers, but in fact the technical content is not very high." Jin Chen said that the automatic generation of PRD can now be achieved by combining ChatGPT and Midjourney. , its efficiency and quality are pretty good.

Zhang Jingyu, a senior AI product manager who has been in the artificial intelligence industry for more than ten years, is also deeply touched by this.

In his view, those peripheral skills that used to consume most of product managers’ time are like bubbles that have burst rapidly after the arrival of GPT. “Frankly speaking, a lot of PRD is nonsense and non-core processes, including product design prototypes and Project management and tracking can all be automated using AI models."

Not only are peripheral skills ineffective, but also many product managers in vertical subdivisions are disappearing with the development of AGI technology.

Some are product managers in industries that have been or are about to be replaced by AI.

For example, the current specific fields represented by semantics and speech are undergoing earth-shaking changes. Jingjing (pseudonym) has made several translation tool products at a major Internet company, and some of them have used previous AI technology to improve translation speed and effect. The products have also won multiple awards within the company.

However, the emergence of the wave of generative AI technology has changed the interaction between users and machines from the underlying logic. It is no longer applicable to use the previous ideas and processes for making semantic products to make AIGC products. "The (translation tool) product itself has It’s no longer needed, and the product managers who were involved were naturally banned,” Jingjing said.

The other part is the product managers who used to formulate strategies based on data. In the mobile Internet era, they are often called "strategic product managers". This was also born as the business expansion and organizational structure of major Internet companies continued to expand in the past few years. Breaking down the types of work, in fact, in the later stages of the mobile Internet, many product managers only need to master part of the knowledge and skills to adapt to the normal operation of a module.

Zhang Jingyu told Pinwan that before GPT, the proportion of human and machine decisions based on product data might be 80% and 20%, but after the advent of the large model era, this proportion may change positions.

To be more specific, in the past, search and recommendation strategies in the e-commerce industry were formulated by product managers. For example, the way in which products are displayed after users search through keywords has been artificially determined for a long time. “AB Test is also human. Leading, mainly testing the effects of different strategies, but the strategy itself is also formulated by people." In Zhang Jingyu's view, people are not good at making data-driven decisions, "Because people have blind spots in thinking, and it is inevitable to make mistakes when analyzing data. Missing".

Several other product managers interviewed also told Pinwan that purely data-driven work and decision-making will definitely be completed by machines in the future. This is what will happen naturally in the AI era.

But when these product managers were ready to step into the AGI trend, they found themselves in a very embarrassing stage.

The evolution of the technological innovation cycle will basically go through several stages such as "technology precedes product - product precedes technology - operation precedes product".

Take the mobile Internet era as an example. When smartphones first became popular, the talents that the industry urgently needed were mainly Android/IOS system development engineers. After the infrastructure layer gradually improved, mobile apps appeared in full bloom, which also opened up the golden opportunity of product managers. In this era, the growth rate of mobile Internet has slowed down since 2018, and the industry as a whole has also shifted from "everyone is a product manager" to "the light of operations". At this time, operation-heavy products represented by Douyin and Xiaohongshu caught up. With high-quality content and refined operations, it has become one of the national apps.

The AGI industry, or the AI2.0 era, is currently in the middle of the transition from "technology before products" to "products before technology".

Many practitioners told Pinwan that the current stage is still the foundation for the AI 2.0 era. The core products of the infrastructure layer, such as large models, must be driven by technology. Although there are also product managers in the large model team, their The location and functions are mostly for research and development.

According to Jin Chen's observation, many major Internet companies have also begun to make large-scale models and AIGC-related products. However, many of the teams are formed by temporary transfers from internal positions. They are also in the learning and exploring period of new businesses, and product managers play a role in this. Their role and right to speak are relatively limited.

In the process of running a large community, Huang Zhao came into contact with a large number of front-line AI product managers in the industry and various AI companies. He found that the first wave of job opportunities brought by AI2.0 were more for product leaders, but Compared with large manufacturers, leading AI companies in the vertical field are more popular with senior product managers. “A large company is serving as the product manager for LLM (Large Language Model), and recently it has become clear that it is willing to look at AI 2.0 first-line companies. Chance".

"Currently, we have almost recruited product leaders, but the direction of implementation of many AI products is not clear enough and initial effects have not been seen, so we cannot continue to expand the team size."

According to Huang Zhao, several good AI startups are stuck because of uncertainty about their product direction. "We can see that the demand for AI product managers in Q3 has weakened a bit. Q4 will be a watershed. Only Only when there is a breakthrough in product experience will there be a wave of core output PM (big head soldier) level HC (Quota)."

The oversupply of AI product managers has also caused extreme involution in the PM recruitment market at this stage.

On the one hand, the transformed AI product managers have rapidly increased the number of candidates on the market. Public data shows that AI product managers are the occupation with the highest supply-demand ratio in the AGI field, with an average of 58 people competing for one position at the same time. In comparison The most competitive technical R&D positions, such as NLP and recommendation algorithm engineers, only have 10 people competing for one position at the same time.

On the other hand, AI companies that are in the "technology before product" stage have less and less urgent demand for product managers. As the number of candidates increases, AI companies have also raised their talent expectations and baselines higher. Even for jobs that have existed for many years and were not created by this wave of technological innovation, hiring standards have gone up.

This has also led to the recruitment chaos of AI product managers.

"Some positions posted by third-party recruitment platforms cannot be found in the company's internal recommendation system. They are either posted to search for resumes, or the company is not even willing to pay for internal referrals in order to reduce recruitment costs; there are also some positions that cannot be found in the company's internal recommendation system. After asking HR, the other party’s first reaction was

Asking candidates about their salary expectations shows that the financial pressure on AI companies may be really big. "Huang Zhao said.

Pinwan also learned from people familiar with the matter that although an AI 2.0 star start-up company has recently released new product modules, related promotional activities have not stopped, and even many positions of the company can be seen on third-party recruitment platforms. But in fact, internal preparations are being made to adjust the business direction and layoffs. Under the seemingly prosperous appearance from the outside world, all HC has been frozen and the current product managers are looking for job-hopping opportunities.

2. Those product managers who run at the AGI application layer

Just when product managers are squeezing into the AI 2.0 industry but still can't figure it out, the development of the AGI field seems to have entered a bottleneck period.

Following the advent of ChatGPT and the "Battle of 100 Models" that lasted for more than half a year in China, AGI has passed the dividend period brought by the information explosion. Those easy-to-see low-hanging fruits have quickly become overcrowded as awareness and consensus are aligned. Looking at the imitation show arena, it seems that there are mostly homogeneous GPT derivatives such as AI drawing, AI chat, and AI Office, and none of them has truly become the AI Native application that the public is looking forward to.

On one side are product managers who are anxious and confused and cannot find their own use; on the other side are AGI technologies that are struggling to find application scenarios and are slow to realize commercial implementation.

The two seem to be mismatched in the AI 2.0 era as it gradually develops from "technology before products" to "products before technology".

In other words, the real bottleneck in the implementation of AI is the lack of suitable product managers. Whether in large companies or start-ups, the value of AI product managers has not received enough attention.

Even so, a small number of teams with high involvement of product managers quickly started running at the AGI application layer.

Wu Haibo is the product leader of an AI entrepreneurial team of more than ten people. His team was incubated on the shopping e-commerce platform Mogujie. Since last year, with the support of the Stable Diffusion diffusion model and the ControlNet neural network structure, the domestic market has experienced waves of AI-generated images. They also build their own products based on the open source community. Wu Haibo is neither like those who are interested in Like an entrepreneur who is extremely passionate about technology, he is obsessed with forging the model itself, and he has not followed the trend to create an AI painting product that chases short-term traffic.

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infoshakil260 · 1 year ago

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Internet giants battle ChinaJoy

From Meituan to Hema to Soul, major companies that are not involved in the game business have joined ChinaJoy. In the final analysis, they are trying to please Generation Z, open up offline scenarios and provide users with a window for communication. However, the popularity of the exhibition is temporary. How to convert the game players who flock to ChinaJoy into its own users is the ultimate goal of Meituan.

After two years, ChinaJoy 2023 (the 23rd China International Digital Interactive Entertainment Exhibition) finally returned offline and was HE Tuber held at the Shanghai New International Expo Center from July 28th to 31st.

Since the official announcement, this year’s ChinaJoy has shown extraordinary popularity. The majority of 2D enthusiasts, game fans, game manufacturers and media are eagerly awaiting this opportunity to carnival. According to official information, there are more than 500 companies participating in the exhibition this time, and major manufacturers such as Tencent, NetEase, Bilibili, Qualcomm, and Sanqi Interactive Entertainment are all absent.

However, among the vast army of exhibitors, several fresh faces were also discovered: Meituan, Hema, Soul, Alibaba Entertainment and other major manufacturers and brands that seemed to have nothing to do with games also came to join in the fun.

According to the on-site observations of the Value Research Institute, the booths of these major manufacturers are quite popular, and they have spent a lot of effort arranging various activities and distributing peripherals. They must have spent a lot of

1. Non-game majors gather at ChinaJoy, with Hema and Meituan stealing the spotlight

As a grand event for the digital, gaming, and entertainment industries, ChinaJoy has always been open to all kinds of people, and there are many non-game manufacturers participating in the exhibition. However, most companies have some connection with the game industry, such as having technologies and products that provide services to B-end game manufacturers.

Baidu and Migu, which are high-profile exhibitors at this year's exhibition, focused on promoting their AI and Metaverse products.

MediaGo, an AI integrated marketing platform owned by Baidu International, wants to take this opportunity to build good relationships with overseas game manufacturers. The platform focuses on providing enterprises with programmatic, agency advertising and cross-media integrated marketing solutions, and has successively established cooperative relationships with Snapchat, Reddit, Taboola, etc. Migu brought products such as cultural blog solutions and ONEGAME interactive entertainment platform to continue to promote its Metaverse technology.

However, the booths of the major manufacturers mentioned above are indeed not related to games.

For example, Soul’s booth had the slogan “Soul Return Plan” and promoted its digital collection IP “Mobius”. It can be seen from the scene that Soul exhibited a large number of "Mobius" series of face-making images. The exhibition hall was designed to resemble a space capsule, and there were well-dressed COSER taking photos and interacting with the audience.

Alibaba Entertainment sent Alibaba Fish, an IP trading and innovation platform under Alibaba Pictures, and also regarded the promotion of IP as its main task. At the scene, Aliyu not only displayed a large number of IP peripheral products such as blind boxes and dolls, but also uniquely prepared gashapon machines that are popular among young people to enhance the interactive effect.

Meituan’s exhibition hall focuses on the word “big”: occupying one and a half stalls in the E3 hall, the exhibition space is almost twice that of any manufacturer in the hall. And the huge exhibition hall is not empty at all - because Meituan has opened special exhibition areas for various businesses such as food delivery, hotels, group purchases, and flash sales, providing virtual food production, e-sports hotel trial experience, disco club experience, etc. Activity.

It can be seen from the flow of people on site that the "Heart Freeze Welfare Club" exhibition area of e-sports hotels and Meituan Takeout is the most popular. The former just caters to the game attributes of ChinaJoy, while the latter is closest to users' lives. It is the most frequently used service on the Meituan site and has a broad mass base.

If Meituan wins with big money, Hema wins with copywriting and creativity.

Hema participated in ChinaJoy for the first time, but its popularity was not inferior to that of other major manufacturers. It is reported that Hema's booth has the theme of "Hema Kingdom: Human Vegetable Market". Whether it is the staff responsible for on-site interaction, the slogan of the exhibition hall or the products on display, they all have a strong nonsensical and secondary atmosphere.

Among them, the most outstanding products are undoubtedly the 1.8-meter-long sturdy large yellow croaker life-size pillow, Mr. Hema grating fan, large yellow croaker mobile phone holder, swimming crab headband and other peripheral products. The already outstanding shape is paired with copywriting such as "Strong Big Yellow Croaker", "Lying Flat Oyster", "Off Single Wealthy Shrimp", etc. These peripherals have won the recognition of Hema's IP and the aesthetic taste of contemporary young people. A perfect balance.

Browsing social platforms such as Xiaohongshu, you can also find that many bloggers call Hema peripherals the "most surprising discovery" of this ChinaJoy.

There is no doubt that major manufacturers have made full preparations to participate in ChinaJoy. From exhibition hall design, interactive forms to publicity and promotion on social platforms, it takes a lot of time and resources. In the context of reducing costs, increasing efficiency, and operating rationally, large manufacturers will certainly not waste money. Since they are not engaged in the game business and are so interested in ChinaJoy, they naturally have their own little plans.

2. The small calculations of major manufacturers participating in the exhibition: win over Generation Z, grab offline traffic, and strengthen user communication

Non-major game companies are flocking to ChinaJoy, and the reasons behind it are actually not difficult to understand.

First of all, of course, it is because of the popularity of ChinaJoy, especially its important position in the hearts of young people of Generation Z.

ChinaJoy 2023 is still in progress, and data such as attendance and online discussions will not be released soon. But data from previous years can provide us with a reference. Taking 2022 as an example, ChinaJoy’s official statistics point out that among its core audiences, young people aged 20-24 and 25-29 account for the highest proportions, reaching 30.75% and 26.09% respectively. In addition, there are 6.65% of core audiences aged in Under 19 years old.

Statistics over the years show that ChinaJoy is a carnival for Generation Z. The target customers of Hema, Meituan, Soul, and Alibaba are also this group of Generation Z who have strong spending power and are willing to accept new things. It can be seen from the layout of the exhibition hall, the design of interactive links and the publicity methods on social platforms that they are working hard to brand themselves as young and trendy in order to win the favor of Generation Z.

Questmobile’s report also shows that Generation Z loves two things most: games and food, with preference indexes as high as 68% and 65% respectively. For example, Meituan has set up virtual food manufacturing stalls in the ChinaJoy exhibition hall, and Hema has packaged various fresh foods into peripheral products, which are all catering to its interests.

Secondly, as the online traffic dividend gradually dries up, it has become increasingly important to open up online and offline scenarios and leverage offline traffic.

In fact, the businesses of Hema, Meituan, Alibaba, and Soul are all inseparable from offline. Not to mention Hema, Meituan’s in-store, takeaway, and flash sales are all a combination of online and offline. Soul’s social services will eventually be implemented in offline scenarios. Opening up the situation offline and realizing two-way flow online and offline can effectively alleviate the traffic anxiety of large manufacturers.

Take Aliyu as an example. This is not the first time it has come to ChinaJoy to join in the fun. As early as 2019, before the epidemic, Aliyu's "Good Things Research Institute" made its debut at ChinaJoy, exhibiting peripheral products of popular IPs such as Pokémon, Gundam, and "Chang'an Twelve Hours", and also prepared dancing machines to interact with the audience. Interactive, and perfectly linked with "This is Street Dance Season 2" which was currently being broadcast on Youku.

The effect of participating in that exhibition was also quite obvious. According to official data, during ChinaJoy 2019, the number of visits to the Pokémon authorized product special page on Alibaba’s official website soared by 1,000% month-on-month.

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infoshakil260 · 1 year ago

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Mainland’s new consumption is copied to Hong Kong

Now, if consumers take to the streets of Hong Kong, they may find some common mainland catering brands appearing in their field of vision, including some common mainland coffee, new tea and other brands. So, what opportunities and challenges may catering brands and new consumer brands face when they enter the Hong Kong market at this time? Let’s take a look at the interpretation and analysis of this article.

If you walk on the streets of Hong HE Tuber Kong, China recently, you will notice some changes: Shanghai's cost-effective specialty coffee brand Manner, Guangdong's new tea brands such as Lin Xiangning and Tea Save the Planet, and Maozhua BBQ originated from Beijing, all have sprung up here. came out.

And, not surprisingly, in Hong Kong this year, you can also eat common mainland restaurant brands such as Xita Old Lady, Taier Pickled Fish, and Meet Xiao Noodles.

Before, it was not easy to eat a "Mainland chain home-cooked meal" in Hong Kong.

In Hong Kong, known as the "Gourmet Capital of the World", there is no shortage of Chinese food brands. But whether they are traditional Chinese restaurants, chain restaurants or mom-and-pop shops, most of them were born in Hong Kong. In recent years, for many people, the memories of mainland catering brands of a certain scale entering Hong Kong are still in 2017 when Haidilao opened a store in Yau Ma Tei, and in 2018 when Heytea opened in Shatin.

Compared with Hong Kong's "unchanged" catering market, in the past few years, new mainland consumer brands have emerged one after another and are also sought after by Hong Kong consumers. During the epidemic lockdown, Hong Kong people’s enthusiasm for consumption even spawned a wave of “reverse purchasing” from Shenzhen to Hong Kong.

Unlike in the past, mainland consumers purchased luxury goods and beauty products from Hong Kong. The targets of "reverse purchasing" are mainly new mainland consumer brand products, ranging from Master Bao pastries and Yidiandian milk tea to grilled fish, pickled fish, coconut chicken, etc. Become a popular food on the purchasing list.

After Hong Kong cleared customs this year, Hong Kong people were finally able to "travel northward and abroad" and unleashed their strong enthusiasm for new mainland consumer brands in Shenzhen, across the river. "On weekends, the shopping malls near Futian and Luohu Ports in Shenzhen are crowded with Hong Kong people coming to spend money." Wang Lin, a Shenzhen resident, said with emotion.

"Many delicacies are not available in Hong Kong, so I want to try something new. Moreover, mainland restaurants are very cost-effective. Similar food and drinks are often half the price in Hong Kong, and the service quality is also good." Hong Kong consumer Guo Zhijun often goes to Shenzhen to check out various delicacies. explain.

For some mainland catering brands, what they value when entering the Hong Kong market is not only the enthusiasm of local consumers. During the epidemic, Hong Kong's catering and retail industries suffered setbacks, and the rents of some shops were almost cut in half. Now, with the rapid recovery of the catering industry, "low rent" has become an important reason for brands to deploy in the Hong Kong market.

1. Mainland catering enters Hong Kong, led by coffee and new tea drinks

In January this year, Manner opened its first store in Hong Kong at the World Trade Center in Causeway Bay, becoming the first mainland coffee brand to open a store in Hong Kong.

In recent years, the mainland coffee market has been in full swing. A number of local cost-effective coffee brands have emerged, shaking the status of foreign coffee giants in the past. Now that Manner has entered Hong Kong, many netizens are discussing whether it will change the coffee market pattern in Hong Kong.

The storefront and product LOGO of Manner's first store in Hong Kong was changed to Maners Coffee. According to the owner Sun Hung Kai, the reason for the name change was that the original trademark could not be registered.

The menu in the Maners coffee shop shows a total of 9 types of coffee drinks. Among them, the cheapest ones are espresso and Americano, with a single cup priced at only 20 Hong Kong dollars (approximately RMB 18.3). The price of other types of milk coffee is generally more than 30 Hong Kong dollars, and is divided into two sizes: large cups and small cups. . The most expensive product in the store is the oatmeal and osmanthus latte, priced at HK$45 for a large cup.

In comparison, a cup of Americano coffee in Manner's mainland stores costs 15 yuan, and ordinary milk coffee costs about 15 to 20 yuan, which is much lower than the Hong Kong version of Maners.

But in Hong Kong, where prices are relatively high, Maners coffee can still be called “affordable coffee.” Maners' store is located in the World Trade Center in Causeway Bay. In a Starbucks coffee shop also located in Causeway Bay, the price of the smallest cup of Americano is HK$35, almost twice that of Maners.

“Holding the 20 Hong Kong dollar American style, I was so moved that I almost shed tears.” A netizen left a message on Openrice, the Hong Kong version of Dianping.

But when it comes to the taste of coffee, the few comments from netizens show that the reviews are not high.

“If you happen to be passing by and want to find a place to rest, you can, but if you come to check in, no need!”

"The latte was terrible, too much milk, I think McDonald's coffee is better than this."

Hong Kong’s coffee culture is far more popular than that in the Mainland. One data shows that Hong Kong people drink an average of about 250 cups of coffee per year, which is much higher than the mainland's average of 7.2 cups per year. Driven by demand, a large number of chain and independent coffee shops have spread across Hong Kong, and Hong Kong people have higher standards for judging the taste of coffee.

It’s just Maners’ “super cost-effectiveness” that makes Hong Kong consumers more tolerant of their tastes——

“Considering the price is cheap, overall it’s pretty good!”

"In these large shopping malls, coffee priced under 20 yuan is really rare, so my expectations are certainly not too high."

For several mainland hand-made lemon tea brands such as Lin Xiang Ning, Tea Save the Planet, and Ning Meng Meng, the average price of a cup of lemon tea in Hong Kong is more than 30 Hong Kong dollars, and the cheapest one basically costs 28 Hong Kong dollars. Compared with local milk tea shops in Hong Kong, this price does not have much advantage, and is much more expensive than Taiwanese chain milk tea shops such as Coco, Gong Cha, and Tenren Tea.

In addition to several catering brands that have opened their first stores in Hong Kong, others planning to enter Hong Kong this year include Taier Pickled Fish and Meet Xiao Noodles.

"I heard that Taier Pickled Fish is coming to Hong Kong. I must check in as soon as possible." said Huang Xu, a Hong Kong resident. The last time he ate Tai Er Pickled Fish was in 2020. After queuing for several hours in Shenzhen, he only ate it at 10pm. “I miss these hot and sour flavors from the Mainland. It will be much more convenient if I can eat it in Hong Kong in the future.”

2. Young people in Hong Kong need new consumption

In fact, Hong Kong does not lack high-quality Chinese food brands.

As an international city where Chinese and Western cultures and talents blend, Hong Kong not only has more authentic Western, Japanese, Southeast Asian and other global cuisines, but also has a very diverse selection of Chinese food. Chinese food from Chinese restaurants to affordable shops covers Cantonese, Jiangsu, Sichuan, Hunan, Beijing and other local cuisines in the mainland, including a number of Chinese restaurants that have won Michelin stars.

In daily consumption scenarios, affordable mainland-style restaurants are a major choice for many Hong Kong residents to meet their three meals a day. Most of these chain stores or mom-and-pop Chinese restaurants specialize in certain regional delicacies, such as Yunnan-Guizhou rice noodles, Sichuan hot and sour noodles, Chongqing noodles, Northeastern dumplings, etc. Although the price of a serving of noodles and dumplings is much higher than in the mainland. , but generally only within HK$50.

Most of these chain restaurants or mom-and-pop restaurants were born in Hong Kong. It is relatively rare for those catering brands that first became famous in the mainland and then entered the Hong Kong market. For example, restaurants with obvious regional characteristics in their names, such as Hangzhou Restaurant and Sijie Sichuan Cuisine, are actually independent brands founded by mainlanders coming to Hong Kong. They have low degree of chaining and high consumer prices, but their business is booming.

In addition, Putian, a chain restaurant that specializes in Fujian cuisine, is actually a catering brand from Singapore; and a restaurant called "Chu Shi San Lao Tan Pickled Fish" was opened in Hong Kong by the American team of Taier Pickled Fish. Openrice shows that it has opened six stores in Hong Kong.

There are also some mainland catering groups that have entered the Hong Kong market earlier, but most of them are restaurant-type stores, such as Suzhehui, Xiaonanguo, etc., which are more suitable for business dinners and other scenes, and cannot fully adapt to the new generation of young people in Hong Kong’s consumption philosophy.

"It is said that Hong Kong is the gourmet capital of the world, but after working and living in Hong Kong for many years, I actually feel that the food choices are monotonous and boring." said Wang Jing, a white-collar worker who has lived in Hong Kong for more than ten years. Across the country in Shenzhen, Hong Kong food is a bit "unchanged". In the past few years, beef hot pot, coconut chicken, crayfish, new tea drinks, Chinese bakery and other categories have become popular in the mainland. If we want to eat, we basically have to go to Shenzhen to check in. .”

Before the epidemic, Shenzhen was one of the first choices for many Hong Kong people to spend weekends. In terms of food choices, from coconut chicken, crayfish, pickled fish, Sichuan red oil hot pot, spicy hot pot, barbecue to new tea drinks, not only the categories are diverse, but also meet the needs of consumers for early adopters, and the prices are also advantageous compared to Hong Kong.

"A few days ago, I bought a cup of the most common honey green tea at a Hong Kong milk tea shop for 28 Hong Kong dollars, and then paid an additional 4 yuan to add pearls; and a cup of peach fruit tea I drank in Shenzhen on the weekend only cost 14 yuan." Hong Kong consumption Guo Zhijun said.

32 Hong Kong dollars compared to 14 yuan, it is enough to show that the new tea drinks in the mainland are very cost-effective, and they have various toppings added, and there are more choices.

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infoshakil260 · 1 year ago

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Resume experience Think about how to write a resume from a user perspective

When submitting your resume, do you also feel that your resume is always ignored? Perhaps this is because you have not found the correct method in the process of writing your resume. In this article, the author tries to think about the aspects and issues we should pay attention to when writing HE Tuber resumes from the user's perspective. Let's take a look.

Recently, many people on major platforms have complained that most of their resumes have been reduced to cannon fodder. Resumes are the first step in initiating an interview, and it is also an extremely critical step. This article considers the issues worth noting in the process of writing a resume from a user's perspective.

In the process of screening product resumes, the recruiting party will go through two steps: preliminary screening of resumes and communication with the business. Regarding these two user groups, at least it is necessary to ensure that the resume has no flaws; secondly, it needs to reflect the professionalism of the work.

When some companies screen candidates, they will make rough predictions based on academic qualifications, working years, and job relevance. The academic qualifications and working years here are relatively fixed and cannot be optimized. However, job relevance can use a structured method to focus on the current work and list the degree of compatibility with the position based on actual project experience, thereby increasing the chance of making an appointment. How to organize past experiences in a structured way? Here are some basic ideas.

1. Resume structure provides valuable output

1. Work experience outline

The role of work experience in a resume is equivalent to a personal business card, which companies are in the history, and what departments are served. If you happen to have experience in an influential department in the field, it will be easier to get an appointment.

If not, there is no need to be discouraged. When introducing work experience, it is best to clearly state the department of the company, core service areas, and output indicators. This way, from the perspective of resume browsing, at least a very structured impression can be output.

2. Structured expression of project experience

Project experience is the key information that can best be obtained through a resume, and it also determines the degree of job matching. If the position you want to apply for is a strategic product manager, you must think about what type of talents the other party needs from the perspective of the employer.

First of all, the basic skills of a good strategy product depend on problem identification capabilities, data sensitivity, target disassembly actions, project promotion plans, and business indicator returns.

Secondly, the biggest difference between strategy products and tools and back-end products lies in the For process rather than the For users. Therefore, collaboration capabilities are a very important perspective. How to reflect collaborative skills on your resume? From a cross-team perspective, that is, in the process of explaining the project practice, we not only output our own opinions and data, but also obtain some benefits from various partners.

The last part is a summary of the actual work, focusing on reflecting your own value, such as whether you have received rewards from the company for the above-mentioned work, rewards within the department, and whether there is any valuable accumulation.

3. Personal introduction is highly general

Generally speaking, the personalized expression of the resume will be written in the personal introduction. This part can be given more casually, such as personality characteristics, which are the glue of the team; work ability, and continuing to create revenue for the company. As long as it can express what is unique to the public. Different, it can add points to your resume. When the background of the specific interview team is uncertain, in addition to the very eye-catching personal characteristics recommended, it is more recommended to add personal achievements in the work field to highlight scarcity.

Therefore, it is best for the personal introduction to mainly reflect the value of the individual at work: years of experience, field of work, and awards received; if the job intention is very clear, you can list the career plan:

Summarize your working experience and areas of expertise;

State the main award-winning experience and awards received;

Job intention and career planning.

2. Polish the expression and adjust the format

The above three dimensions need to be put into the reader's perspective when expressed specifically. The industry will adopt the STAR rule: situation, task, action, result.

S- When describing the work, explain the company's general environment and pave the way for subsequent project experience (whether it is core); when describing the project experience, explain clearly the goals of the service and the risks to be solved.

T-In the resume of strategic products, you should at least express why you are doing this and what benefits you want to see.

A-Dismantle the action to the smallest detail. The advantage of doing this is to recall and review historical work projects, accumulate and summarize past experience, the resume contains more gold, and the keywords involved can catch the eye of the screener.

R- The T in front of it refers to the target, and R should respond to the target income. This part of the data must not only be clearly presented in the resume, but also needs to be integrated during t

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infoshakil260 · 1 year ago

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OpenAI person working methodology

ChatGPT has set off a global AI wave, and OpenAI has become the hottest star company.

We can't help but wonder why a little-known company like OpenAI created ChatGPT instead of a big company like Google? What is OpenAI’s unique working methodology?

At present, domestic large-scale HE Tuber model entrepreneurship is in full swing, but we have to admit that there is still a big gap between various products and ChatGPT-4. Why are we always one step behind in technological innovation?

To this end, Shangyinshe interviewed Kenneth Stanley, who previously led an open research group at OpenAI. Previously, he was a professor of computer science at the University of Central Florida.

Through this conversation, we were able to get a glimpse of the underlying logic behind the rise of OpenAI. These ways of thinking are not only about artificial intelligence innovation, but also about how we can have a freer life.

The following text is based on our conversation with Professor Kenneth Stanley and his new book, Why Greatness Can’t Be Planned.

1. Give up the myth of goals

Maybe you should get a promotion, change jobs, lose weight, find a partner, make millions, buy a house.

Behind the above-mentioned social pursuits, there is such an assumption: for any social achievement worth pursuing, it is best to set it as a goal first, and then work unswervingly towards this goal.

This makes people ask: Is there anything in this world that can be accomplished without setting goals?

Across most industries, the answer seems to be “no.”

We have become so accustomed to defining all endeavors by “goals” that we have even forgotten that we can question the value of goals.

Goals provide a sense of security. When we feel confused, mechanically and gradually advancing goals can at least allow us to have a fixed and reliable life.

Because the act of “setting goals” itself implies a possibility assumption: as long as you work hard, you can achieve it. As long as the goal is clear, hard work and dedication will be rewarded.

Sometimes goals do provide us with meaning or direction in our lives. But it also limits our freedom and becomes a cage that restricts our desire to explore.

We often miss a lot by being too obsessed with our goals. Goal theory leads us to focus only on the gains at the end, while ignoring the particularity and unique value of each path of exploration.

Our world is filled with goals set to achieve success, which makes our lives mechanical and suppresses our enthusiasm for life.

But in fact, goals often get in the way of achieving more so-called great things, such as discovery, creativity, invention or innovation, or finding true happiness.

That’s because if everything we do is viewed as a stepping stone toward one goal or another, then the process of exploring any complex problem will be riddled with countless deceptive stepping stones.

Deception is often the key reason why goals fail to lead to great achievements. Setting goals and working towards them will do little to achieve them if they are deceptive.

Therefore, the best way to achieve ambitious goals is to let go of the myth of the goal and thus ignore the goal.

It sounds incredible, but OpenAI does. In the first 15 months of its establishment, the company did not have a clear research goal.

In May 2016, the then chief AI researcher at Google visited OpenAI and was quite confused about how it worked. He asked OpenAI what its goal was, and unexpectedly stumped OpenAI: "Our current goal is... to do something good."

However, a few months later, the researcher resolutely resigned and joined OpenAI. He wanted to do something good together.

2. Find a possible stepping stone to success

The hard thing about giving up your goals is that it means giving up the idea that there is a right path. But if the destination does not exist, then the so-called right path should not exist either.

The truth is, there is no magic formula for changing the world. Great achievements have no so-called success script. They often occur without careful planning.

The stepping stones to success are often unknown. Therefore, when entering a world full of uncertainty, being open and flexible to unknown opportunities is sometimes more important than knowing exactly what you want to do.

Everyone should start looking for possible stepping stones to success without setting any particular endpoint in advance.

You have to find the right stepping stone to gain a foothold, and with enough luck and brains, it's possible to discover the path to your goal.

Among the many directions of AI research, AGI (artificial general intelligence) is a stepping stone that OpenAI has found.

The so-called AGI, which stands for "super intelligence", is close to the omnipotent artificial intelligence in science fiction movies. In contrast, artificial intelligence such as face recognition, translation, and Go playing can only complete a single task.

But based on the scientific research foundation at that time, talking about AGI was as absurd as talking about how to live forever.

Scientists all in AGI, if they win the bet, can compare with Newton in textbooks; if they lose the bet, they will become the representative of civil science in the American version of Zhihu Quaro.

But companies all in AGI will most likely become martyrs. Huge capital expenditures have made all AI research by giants serve industrialization, whether it is IBM who believes in "expert algorithms" or Google and Baidu who believe in "deep learning".

The only one willing to be taken advantage of is OpenAI.

Many times, blindly sticking to your original goals doesn't lead to great achievements. Precisely because the stepping stones to the greatest results are unknown, not trying to find something specific often leads to the most exciting discoveries.

A stepping stone does not necessarily mean leading to the final destination, nor does it itself have anything to do with right or wrong, it only involves the process of exploration and infinite possibilities.

The reality we need to accept is that many things cannot be achieved simply through hard work.

Only when clear goals are ignored and the reins of exploration are completely loosened will it be possible to conquer the farthest unknown frontiers.

3. Go in an interesting and novel direction

In fact, instead of pursuing some ultimate goal, it’s better to pursue something new and novel. Because the reward of the latter will be an endless series of stepping stones, that is, the creation of one novelty will lead to more novelties.

In this way, the future is no longer a specific end point, but an endless, undefined path with unlimited potential.

The importance of novelty is that they often serve as stepping stone detectors, because anything novel is a potential stepping stone to something even more novel.

In other words, novelty is a "simple and crude" shortcut to identify interest, and interesting ideas can often open up new possibilities.

Not only are novel and interesting ideas far from trivial, they often lead to new ways of thinking, which in turn trigger greater innovations and discoveries.

The more important point is that by continually making new things possible, novelty and fun can have an aggregating effect over time.

But chasing novelty often means aimless uncertainty. How do we know where to go?

This is actually the key. The greatest innovation processes succeed precisely because they are not trying to go anywhere in particular.

By this logic, we need to give up the false sense of security that comes with goals and instead embrace the unknown, wild possibilities.

Of course, there is still reason to worry that this search for novelty feels unsettling, perhaps even a little resigned.

but it is not the truth. The concept of novelty does not require us to rely on a deceptive compass, only that we compare our current position with the past.

Instead of worrying that we don’t know where we are going, we can compare where we are now to where we have been.

Unlike the future, there is no ambiguity or deception in the past. This comparison does not allow us to judge how far we are toward our goals, but it does allow us to judge the extent to which we are free from the shackles of the past.

This comparison changes the question from "what are we approaching" to "what are we running away from".

And the interesting thing about escaping the past is that it can open up new possibilities.

Although human intuition and hunches often lead us in directions without any goal, we can still eventually discover something different or interesting.

It is therefore no coincidence that the concept of interestingness naturally arises when discussing novelty. When an idea is truly novel, it is enough to make us curious.

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infoshakil260 · 1 year ago

Text

OpenAI person working methodology

ChatGPT has set off a global AI wave, and OpenAI has become the hottest star company.

We can't help but wonder why a little-known company like OpenAI created ChatGPT instead of a big company like Google? What is OpenAI’s unique working methodology?

At present, domestic large-scale model entrepreneurship is in full swing, but we have to admit that there is still a big gap between various products and ChatGPT-4. Why are we always one step behind in technological innovation?

To this end, Shangyinshe interviewed Kenneth Stanley, who previously led an open research group at OpenAI. Previously, he was a professor of computer science at the University of Central Florida.

Through this conversation, we were able to get a glimpse of the underlying logic behind the HE Tuber rise of OpenAI. These ways of thinking are not only about artificial intelligence innovation, but also about how we can have a freer life.