Under the theme of “like-minded people” in the community, we should try our best to build values that everyone recognizes. Only with commonly recognized values can we maintain long-term connections, such as “Luo Pang” (Luo Zhenyu)’s “U disk-style survival” and “Women’s own way of living” in the “Early” community. These values generally come from the founder or the concept of a product.
The purpose of establishing a community should be clear. The purpose here is the motivation for establishing the group, which is the original intention of all subsequent activities. Only in this way can we clarify how to set up the subsequent operation and management rules of the entire community, how to form the user value closed loop, and how to build a business closed loop. If the existence of a community can not only meet certain value needs of members, but also bring certain returns to operators, it will form a good cycle and even form a self-operating ecology.
Since the community should provide value to everyone, it must find a carrier that can generate economic returns. The label of like-minded people can certainly quickly gather members with similar characteristics, but if there is no matching return carrier to meet the deep-seated needs of group members, such “like-minded people” will fall into the dilemma of organizing a group of people to make a fuss and getting nothing in return. For example, the “Chen Zao” community has its own WeChat store, selling various derivative products; “Luo Ji Siwei” has its own e-commerce platform, which has created more than 100 million yuan in sales just by selling books.
A group of people with common interests are very likely to buy the same products or services. When shopping topics can bring about the herd buying effect when they are discussed in the community, the value of high-level community operators can be reflected.