20 15, the community caught fire. The most typical representative is the WeChat group. Various WeChat groups have sprung up. After several years of precipitation, many WeChat groups have gradually become silent, only a few are still alive, and some are constantly emerging. Some live more vigorously. According to the characteristics of these WeChat groups, we can roughly see the trend of community development.

One? Establish a brand community. In particular, some enterprises began to consider establishing their own brand communities. To put it more bluntly, I want to revitalize my fans. From "passers-by" to "owners who don't know the truth" to "iron powder" and "true love powder", I want to change the embarrassing situation of talking to myself and being self-righteous.

Second, the community with online WeChat as the carrier and online sharing as the main activity gradually lost its market. Once upon a time, thousands of WeChat groups were popular and online sharing flourished. Now, even in a large group of 500 people, 10% of the active population is very few. Many people start running when they want to share. Sharing content, much the same, serious homogenization, has long lost its freshness. Once, someone dragged me into a spike group of 500 people, and the group shared chicken soup every day. However, the price of the product was really cheap at first, which attracted many people, and then it slowly deteriorated. The prices of products in the group are getting higher and higher. A bag of dried apricots usually sells 10 yuan in the store, but sells 29 yuan in the group. It wasn't long before I quit the group. A group that only knows how to make a fuss about products will not live long. Because community is an energy field, if there is always too much information to share without a practical plan, that is, too little energy, then this group will soon perish.

Three? Small but refined, small and beautiful communities have great market potential. As Luo Ji thought, Fan Deng Book Club is a community with hundreds of thousands and millions of members. Without Luo Pang, it would be more and more difficult to build a super leader like Fan Deng. Therefore, ordinary people like us can't share the cake with them, just like a mayfly shaking a tree. This is something we should avoid. So those communities that are small and beautiful, small and refined, and subdivide vertical fields will have great potential. The spread of subculture in small circles and the existence of tribalism all have original plots. An obvious phenomenon is that the activity of a large group of 500 people is getting lower and lower, and the activity of a small group of 20 people is obviously higher than that of a large group. Because there are few people, it is easy to share the same frequency and the conversion rate is high.

? Four? From self-media with strong media attributes to community transformation with strong link attributes. From flow thinking to employment thinking, from managing products to managers. Subdivide people, provide professional services, connect people and things, and realize circle economy. For example, the reading club is connected with a group of people who love learning, reading and pursuing spiritual fields. The weight loss group is connected with a group of people who pursue thinness and beauty. The sports crowd is connected with a group of people who love sports and pursue health ...? That is, these groups are connected with people who pursue a certain purpose and interest in this circle, which is the future trend of the community.

Five? Participation is the soul of the whole brand and community, high-quality content (sharing, dry goods) and interaction. Traditional media only provide pure content and pure information transmission. For example, television and radio are one-to-many distribution. When the audience is watching or listening, no matter how many ideas and opinions there are, they can't give feedback in time, let alone add barrage to vomit. A community sharing is wonderful, and dry goods are awesome. If there is no interaction between the group owner and the group members, then the energy cannot flow and the group members cannot get the corresponding energy.

Six? On the basis of content and interaction, we should also lead everyone to accomplish one thing and achieve a specific goal. For example, form a weight loss group, exercise every day, punch in, and lose weight. Try to lose weight for half a year or a year 10 kg. Set up a photography team, discuss a photography skill every day, and make a group photo album at the end of the year. All these groups have some common characteristics.

1 Normalization of community activities: set a fixed term every day, month and year.

2 *** has participation, * * has creation, and participation is the soul of the whole brand and community.

3? The goal is very specific and clear. Big goals are divided into small goals, and small goals are achieved in stages and step by step.

Through the above analysis of the development trend of the community, we can draw a complete closed-loop construction process of the community.

1 online and offline: drain people to the community through high-quality content.

2 The community precipitates group members through highly interactive content.

3? Finally, only by doing one thing together and achieving a goal can we achieve a win-win situation for all parties.

Everyone's good is really good.