Sina Science and Technology News on the morning of May 17MinipacmanarcademachineZhou Hongyi, founder of the Group, taught the third free lesson "whether entrepreneurs should be IP or not" in the studio. Zhou Hongyi saidMinipacmanarcademachineThe essence of entrepreneurs' own IP is to communicate with users and make friends with users, which is not only the "top project" of entrepreneurs, but also a compulsory course, and the ultimate goal is to endorse enterprises.

Zhou Hongyi shared the way entrepreneurs build IP, he suggested entrepreneurs to break down the "face, figure" barriers, "do not pretend to be a bit stupid" to be who they really are.

Zhou Hongyi believes that at present, the mind has been formatted by short videos, and the mode of corporate communication is also quietly changing. The traditional means of public relations have been unable to communicate with users in the era of short video, so it is necessary to redefine the channel of voice and get the right to speak. "do not regard the short video platform as a shark, but as the sea." Zhou Hongyi said that now users are on the short video platform, so entrepreneurs should go wherever they are.

In Zhou Hongyi's view, the essence of entrepreneurs doing IP is to make friends with users. "it is the founder's responsibility to let users establish perceptual awareness of the enterprise." He said that entrepreneurs do IP is both a "top project" and a required course, through the combination of "soft and hard" way, on the one hand to create hard products, on the other hand to build perceptual awareness, so that users like to really like the enterprise.

"there are three IP in an enterprise: founder IP, product IP and company IP. The founder's personal IP is the most important part of the corporate IP. If the enterprise feels cold and distant, then you need a personal IP to make it lively." Zhou Hongyi introduced that the ultimate goal of entrepreneurs doing IP is to endorse the enterprise and drive the growth of the main business through traffic. He cheered the entrepreneurs on the spot and said, "entrepreneurs should not worry. It is the most difficult thing in the world to do an enterprise. It is not difficult to do a business without a number. Entrepreneurs can succeed in doing IP,99%!"

Zhou Hongyi also shared seven principles for entrepreneurs to be IP. He believes that entrepreneurs should first break down the "face, figure" barrier, and talk to users as if they were chatting. Second, to "do not install impropriety is a bit stupid", "to be true to yourself is the largest traffic password." Third, don't be superstitious in planning. Only when you see a move and move quickly can you win. Fourth, we should "fail to do our proper work" and talk about general content. Fifth, there is no difference between high and low flow, "rub flow" is also a kind of borrow, so don't be ashamed to "rub flow". Sixth, flow and energy should be balanced. Seventh, don't be afraid of ridicule and controversy, and don't be too fragile.

Talking about the knack of entrepreneurs doing IP, Zhou Hongyi said that the most important thing is to get a sense of joy from it and love it. At the same time, to make it simple and low-cost, make it extremely simple to stick to it. Zhou Hongyi insists that entrepreneurs do IP to respond to altruism and moderate public welfare, provide valuable sharing to the public, stand from the user's perspective, share the content that users are interested in, and enhance users' sense of participation. The last point is to learn think different to reflect the advantages of differentiation. (Wen Meng)