What entertainment means to business will be tested again at the World Cup in Germany in June.According to reports, the competition will generate US$25 billion in business opportunities and increase Germany's GDP by 1.2 percentage points. Almost all major international conferences are detoured, and more than half of the world's top 100 brands are eager to participate in advertising affairs.The glamor of a football match is drool-worthy. Entertainment also appears in the strategies of many countries and large companies. The entertainment industry is currently the largest industry in the United States. Microsoft announced five years ago that it would become a "home entertainment platform company." Sony is currently the fastest growing The industry segment is game consoles, and Apple’s revival is almost a classic specimen of entertainment. In China, Shanda, NetEase, Tencent, etc., have all declared themselves to be an entertainment company.

Many industries are increasingly showing signs of entertainment. In the bookstores in the terminal halls of almost all urban airports in China today, there is a small, very tacky player, in which there is a person who says "management" upside down. His Mandarin is not standard, and when he speaks The eyes don't like to look at people, and the language likes to use parallel sentences. Every two minutes, it will tell a funny or not funny story.This Taiwanese named Yu Shiwei is now the most valuable management lecturer in mainland China, and even has the title of "China's No. 1 Trainer". ", and some people openly questioned his education on the Internet.However, this does not prevent Yu Shiwei from giving lectures all over the country with his suitcase every day.The vast majority of his audience are small and medium-sized business owners and young white-collar workers, and they seem to like Yu Shiwei's classes very much.Once, I was with this legend and he asked me twice, uncertainly: "Is my class really that popular?"

At that time, I couldn't answer him.Now, I seem to have found the answer. Yu Shiwei's popularity is really justified. He is the first person to thoroughly entertain the profound and difficult management science. None of those people who hurried away from their desks and bought tickets worth hundreds or even thousands of yuan to listen to Yu-style management courses did not want to get a diploma or study. They just wanted to learn some ABCs of management. Compared with those dull, arrogant and self-righteous professors, Yu's natural, humorous and easy-to-understand style is of course more popular.

The contempt and jealousy towards Yu Shiwei did not affect the commercial value of this nearly 60-year-old Taiwanese.In many industries today, there are such "entertainment figures" who like to put on a show, do amazing things, and enjoy surprising things. In their respective fields, they are all regarded as unprofessional heterogeneous However, in more public circles, they are much loved, and gradually they have become idols and spokespersons of this industry.We can easily report their names: Niu Gensheng in the beverage industry, Li Shufu in the automobile industry, Chen Danqing in the art world, Lang Xianping in the academic world, Zhang Chaoyang and Ma Yun in the IT industry, Wang Shi and Pan Shiyi in the real estate industry...

Dr. Gallup, who pioneered the modern investigation industry, once said that those who are remembered in history are not because of their earth-shattering careers, but because of their uniqueness.This passage can be a footnote for the above-mentioned entertaining characters.In the hustle and bustle of the Internet era, the growth of any industry is inseparable from the elements of entertainment, and even, in many cases, entertainment has become the most important factor and direction for industrial upgrading and popularity.Nowadays, some people use new terms such as "attention economy", "perceptual marketing", and "exploding popularity" to explain this phenomenon.

In the past ten years, many industries have entered a growth platform period, and revolutionary technological progress has been around for a long time, or will never come. We can cite too many such industries - clothing, beverages, catering Food, sporting goods, cosmetics, and most household appliances, etc., and even those fields that are still undergoing technological changes, such as IT products, the Internet industry, cultural commodities relying on new technologies, etc., the value of their products The size of the market value also increasingly depends on the entertainment heat it can provide.In this sense, entertainment innovation capability is already a decisive force for brand growth.

"Every industry is the entertainment industry", when I say this, it is a not-so-serious "entertainment behavior".However, for all entrepreneurs who are eager to achieve a breakthrough in the industry, imagine their industry as an entertainment industry, redefine it from the perspective of entertainment, and then fully explore the inherent entertainment of the product, and promote it in an entertaining market. Might be a good strategy. Technology has limits, entertainment has no boundaries. When an industry is entertained, the rules of the game and the reconstruction of its core competitiveness will occur, new growth opportunities will appear, and product innovation will be closer to people's hearts.The material development of human beings will eventually get rid of the endless consumption of natural resources. When the basic survival and functional needs are met, people's life and product updates will focus more on the exploration of intelligence and the pursuit of happiness—this is not so much a A prophecy is more like a fact that is happening.