Chapter 4 Recommended sequence three

When I was reading, I found that the long tail phenomenon mainly exists in the market of digital products such as music, movies, e-books and information, because only these products can get into the "aggregator" and "filter" of this book. device", showing its beautiful "tail".I have always had a question: it is impossible for the various products that people depend on, such as food, hygiene and cleaning products, to enter the "aggregator" in a digital form, and it is impossible to achieve small-scale but low-cost production, let alone consumers. Participating in the personalized processing and production process, where is the long tail of these products reflected?

I am eager to find out whether there is also a perfect "long tail case" in the market for large-scale physical products.Fortunately, Anderson put his brain to work and found many such examples: open source software programs, such as Linux and Firefox, have a long tail of programming geniuses, and the outsourcing industry has tapped the long tail of labor; The surge is called the "beer tail" (or the "wine tail" for selling niche drinks); the increase in personalized T-shirts, shoes, and other clothing is called the "fashion tail"; for the "educational long tail"; even for people of all tastes and eccentricities, the Internet has become the longest pornographic long tail, etc.In summary, the long tail of how products are produced exists in many markets.

Corresponding to changes in production methods, it also talked about the long tail phenomenon of marketing methods.With the segmentation of the market, marketing communication presents a trend of fragmentation.Massive advertising on mainstream television no longer has any impact on consumers who do not pay attention to the media or respond to such messages, nor are they actually targeted at these consumers because of the way consumers receive information There is also a long tail trend.For Internet users, they are very rebellious - more trustworthy individuals, less trustworthy institutions - the most effective advertising comes from peers, and nothing is more effective than word of mouth.This kind of word-of-mouth communication leads to "believers will always believe, and disbelievers will never believe" is the best embodiment of the long tail phenomenon.The marketing case of Chevrolet given in the book is just a model of the application of long tail theory.For any company, even if there is no long-tail phenomenon in the production method of your products, since the Internet is the best word-of-mouth amplifier ever in the world, this long-tail marketing tool should also attract your attention.

A female writer once said frankly: "When I knew it was a bestseller, I felt very disappointed. Before that, I always thought it belonged to me alone." This sentence can resonate in many places .The development of modern society is becoming more and more diversified. On the one hand, it is due to the improvement of productivity, but from the perspective of human beings, it is because people have their own desire for individuality and freedom.Just like facing a piece of news or a phenomenon, no one is willing to fully accept other people’s ideas, and everyone has the will to express themselves; or, no one wants to wear the same clothes and have the same hairstyle as others, because that will The concept of "I" becomes blurred.The existence of the long tail is inseparable from people's needs, and people's needs for diversity come from the characteristics of human beings themselves.