Chris Anderson's book can be summarized by saying that the consumer retail market these days is driven more by a bottom-up movement (what he calls "post-filters") than by top-down factors ("pre-filters"). The idea can also be synthesized by saying that "hits" are no longer as big as they once were because they now compete with individuals with louder voices.

For example, during its most popular seasons, "I Love Lucy" was watched by 70 percent of households with televisions. That kind of homogenized market in TV viewership is unheard of today. You can't draw that kind of percentage even with a presidential address. The reason is obvious: we have so many more choices. Anderson analyzes this in many markets (music, television, clothing, even the button industry) and all yield the same paradigm shift: we're moving towards a culture of niches, one that ultimately complements (not replaces) the "hits" we're used to.

This is a fantastic modern read. Anderson not only describes with detail and humor the consumerist society in which we participate, but does it with a very relaxed, colloquial tone that allows a quick, enjoyable read.

232-The Long Tail-Chris Anderson-Business-2006
Barack
2019/08/13
2020/06/24


- hearts of the people who in the world , the business world is also true . A product if able to mobilize the enthusiasm of most of the use of ordinary people , it can be a great success. Taobao allows ordinary people to be shopkeepers . Weibo enables ordinary people to be spokespersons. The WeChat public platform allows ordinary people to be editor-in-chief . Vibrato so that ordinary people can do host . The sum of the creativity of the people is at least equal to the talents of a few talented people . If we can provide ordinary people with creative tools, we can succeed.

"The Long Tail" (The Long Tail), first published in the United States in 2006. This book mainly introduces the development of the long tail market. It believes that the future of business and culture does not lie in the head of “hits” on the traditional demand curve; it is the long tail of “misses” that is often forgotten.

Chris Anderson was born in London, England in 1961. Studied at the University of Maryland, George Washington University. He was the editor-in-chief of Wired magazine, a US technology website. After resigning to start a business. Representative works: "Long Tail Theory", "Free: Future Business", "Maker: New Industrial Revolution", etc.

Part of the catalog
1. Long tail market
2. The rise and fall of the big hits
3. The three powers of the long tail
4. New producer
5. New markets
6. New fashion leader
7. Long tail economics
8. The shelf battle
9. Choose heaven
10. Niche culture

Rankings, mainstreams, and big hits have always been things that the general public chased, especially in the era of material scarcity; in this case, individual individual needs and preferences are often forced to give up due to objective conditions.

When the material is greatly satisfied, people are no longer so superstitious about popular and mainstream, and have the ability to pursue and satisfy their own specialization needs, and even a small number of people deliberately seek to be different in order to reflect their own uniqueness. There are so many kinds of niche needs or subcultures, forming a highly exclusive circle. The number of audiences in a single circle may not be large, but the audience groups formed by many such circles may be extremely amazing.

A small circle is a niche market, and it is a gap missed by the big hits with strong versatility . The ceiling of a single niche market may not be high, but when tens of thousands of niche markets are combined together, the overall volume may not be much inferior to the huge body of the hottest, such a market forms a long tail market .

In the industrial age that relies heavily on the physical world, the long-tail market is extremely difficult to meet due to cost reasons. Because of the excessively dispersed demand, in this economic system where physical distance is an important evaluation index, there is almost no demand.

When the Internet appeared, a large number of virtual products and virtual services appeared with the emergence of the information age. The cost of manufacturing, storage, display, and transportation of products has decreased exponentially, which makes the thousands of less popular niche products in the long tail market may also have good input-output ratios, and even exist or even flourish. possibility.

Today we have seen too many such examples, YouTube , Wikipedia , Quora, Facebook, Instagram, Zhihu, Taobao, WeChat official account, Weibo, Douyin and so on. A large number of non-professionals provide a variety of products on these virtual platforms. The vast majority of these products cannot compete with the sophisticated products made by professional teams, but they also have their own small audience. If we put tens of thousands of niche markets add up, you will also find its sum is a monster.

In his book "The World Is Flat", Friedman expressed his emotion that the power of the Internet has gradually equalized the differences and inequalities in the material world. This is very obvious in the process of meeting the needs of the long tail market.

The first is the popularization of production tools. In the past, if you want to generate articles, pictures, and video products, you may need the support of publishers, TV stations, professional film teams, etc., but today, anyone who has only received compulsory education may use the WeChat public platform, Meitu Xiuxiu, Douyin And other production tools to easily produce these products.

The second is the popularization of communication tools. The right to speak has been in the hands of the authorities for a long time. When the Internet gave everyone a big speaker, the era of “self-media” emerged for the first time in human history. This can understand why the authorities have extremely strict control over public opinion.

The last is to connect supply and demand. Information asymmetry is an objective fact that has always existed and will never be eliminated, but the Internet has greatly reduced its asymmetry. In this process, search engines play a vital role, they tirelessly and accurately match the supply and demand markets again and again.

When the author systematically studied the "long tail market" in 2004, many products that we cannot leave today have not yet been born, and the reasons for the vigorous vitality of these products are surprisingly similar in nature. We can even guess that many such products will continue to emerge in the future to meet the needs of more people and more specialized.

"The long tail theory actually explains the economics of abundance—when the supply and demand bottlenecks in our culture begin to disappear and everyone can get everything, the long tail story will naturally happen. Before that, the big hit or big Mass production rules everything. Today, although we are still fascinated by the big hits, they are no longer the only market. The big hits are now competing with countless large and small market segments, and consumers are increasingly favoring diversity The curve of customer consumption data sorted by popularity shows that at the head of the curve, several popular songs have been downloaded countless times, and then the curve drops abruptly as the popularity of the track decreases.

But the interesting thing is that it has not dropped to zero. In statistics, a curve of this shape is called a "long tail distribution" because its tail is particularly long compared to the head. This is the origin of the "Long Tail Theory". The head means a single mass production, and the long tail means a differentiated and diverse small batch production. Both coexist in today's market, but the latter represents the future. "

"When I was a teenager, I was at the peak of the era of popular culture-in the 1970s and 1980s. At that time, ordinary young people had only five or six TV channels to watch, and there were very few programs to choose from. Everyone watches the same programs. There are only three or four rock radio stations in each city, and most of those programs are broadcast exclusively to musicians; only a few rich lucky boys can collect some records-this is It was a fashionable thing at the time. We could only go to the cinema to watch the same summer blockbusters and get news from the same newspapers and broadcasts. If you want to go out of the mainstream world, the only places to go are libraries and comic bookstores. Think about it carefully. I think that there are only two types of non-popular culture that I have come into contact with. One is books, and the other is the stuff that my friends and I fabricated, but these are nothing more than self-entertainment in my backyard.

Now, let’s compare my adolescence and Ben. This is a 16-year-old kid who grew up in the Internet age. He is an only child and his parents are rich people in the noble North Berkeley Hills, so he has an Apple Mac computer, an up-to-date iPod player (plus iTunes’ weekly limited download), and a group of equally wealthy friends. Like other people of his age, Ben never knew that this world used to have no broadband, no mobile phones, no MP3s, no TiVo, and no online shopping. The main impact of this smooth flow of information is that people can access a variety of cultures and content without restriction and filtering, from mainstream culture to the most marginal corners of the underground world.

Ben's growth environment is completely different from mine. Any traditional media and entertainment industry has far less control over the world than in my time. If you find it difficult to be seated while reading this book, just imagine from the perspective of this book. The reality of his life is a portrayal of our future world. From the perspective of this, there is no distinction between high and low culture. Commercial and non-commercial content and amateur creation are all competing for his attention. He can’t tell the difference between mainstream hotspots and underground areas—he only chooses what he likes from an infinitely long menu. In this menu, Hollywood movies and funny videos made by computer players are juxtaposed. , Regardless of high or low. "

In fact , the life we lead has become the way of life of most people . Compared to our fathers, the Z-generation (1 995 Nian ~ 2010 years) children born have more options. In the early stages of our perception of the world, we have many choices. This has diverted consumer groups that were originally concentrated in a few mainstream hot options .

" Broadcasting has an amazing thing: it can deliver a program to millions of people with unmatched efficiency. But it can't do the opposite—deliver millions of programs to the same person. And this is the strength of the Internet. The economics of the broadcasting era needs golden programs (big hits) to attract a large number of viewers. The economics of the broadband era has been completely reversed. For a communication network that is best at doing peer-to-peer communications, it is in the same It is too costly and wasteful to pass the same piece of information to millions of people.

Cultural hits are still needed, but they are no longer the only market. Big hits are now competing with countless large and small market segments, and consumers are increasingly favoring the market with the largest choice. The era of the same thing or one product sold all over the world is coming to an end, and its status is being replaced by a new thing-a diversified market. "

Advances in technology will profoundly affect human life style. So as long as our world continues to undergo technological updates , our lives will continue to undergo rapid changes .

" Niche products have always existed, but as the cost of contacting them has dropped rapidly (consumers find them easier, and they find consumers easier), they suddenly become a cultural and economic force that cannot be underestimated. These new niche markets have not replaced the traditional hot markets, but have jumped onto the same stage as the hottests for the first time. For a century, we have been accustomed to discovering hotspots and discarding everything else in order to maximize Use costly shelves, screens, channels, and attention efficiently.

Now, in this new age of networking and digitization, this marketing economics has been completely changed, because the Internet absorbed it come into contact with each line industry, you can also have shopping malls, cinema and radio functions, and costs It's just a fraction of the past. We can imagine the reduction of marketing costs as a declining water surface or a receding ocean tide. As they receded, a new piece of land appeared-it was always there, but hidden underwater. These niche products are great treasures that cannot be found on the map. They contain many products that were not considered economically effective in the past and failed to make it to the table. But many products have always been here, but they are not easy to be seen or discovered.

They are movies that have not been shown in cinemas, music that has not been broadcast on rock radio stations, and sports equipment that Wal-Mart has not sold. Now you can get them, either through Netflix, or through Amazon, or just search on Google. The invisible market is now visible. "

" There are other brand-new niche products created by a new industry that is just emerging. This industry is at the junction of the commercial and non-commercial worlds. Here, it is difficult to say when professionals will give up and become amateurs. This is the world of bloggers, video clan and "garage bands" who suddenly found their audience, thanks to the enviable economic magic of digital distribution. "

One of the things I want to do , is to create some kind of tool that can make a person had received only nine years of compulsory education , it is possible to spend one hour to master the use of such tools, and produce some products uploaded to the network , for others to consume. For example , a user can take advantage of this tool is very simple to make some small works , these works of course with professional studio big production are worlds apart, but the victory at low cost. As long as everyone is willing to spend some time, they can transform their ideas into displayable products . Then in the content produced by these massive users , some fine products will surely emerge in the end .

" With unlimited supply, our view on the relative roles of hot and niche products is completely wrong. Hot is products with scarce supply — if there are only a few shelves and a few bands, the only wise way is to This space is reserved for the most popular items. But what if we have an infinite number of shelves? In this case, it may be the wrong way to do business only to stare at the hottest items. After all, non-hot items are far more important than hot items Many, and both are now equally easily available. From the real niche products to the full-fledged “failure products” (super unpopular products), if all these non-hots are aggregated into a market as big as the hot market (not to mention What will happen to the larger) market? The answer is obvious: it will completely change some of the largest markets in the world. "

When the environment changes, the rules of the game also change. If we can't change our approach as the rules of the game change. Then we will make mistakes. Any way of doing things , only can play a role in certain circumstances, if we are trying in all environments use the same approach that we may make mistakes.

" Frankly speaking, this truth is indeed very, very weird. Basically any thing you offer is bought by someone, which sounds a bit weird. It is weird because we generally don’t think about the performance of a product. You can’t sell a single product every quarter.

This is a fascinating ethnography of the blooming digital economy: with costs of inventory and distribution of goods heading to zero, a new dynamic of economics of abundance is emerging.

Anderson thoroughly explores multiple dimensions of the core model/graph, that of a power law curve. He provides easy-to-comprehend examples of many modern tech giants (still relevant in 2020, 14 years later) that emulate aspects of these new rules dictating supply and demand.

Lastly, Anderson offers quite pointed suggestions on companies participating in the Long Tail, on a strategic level.

The author, with clairvoyance, offered a vision into the Long Tail of E-Commerce, so much so that the term has become the generic industry name for the concept.
It's a brilliant book, one that's a must read for anyone interested in E-Commerce selling, inventory and stocking for non-physical businesses. The Long tail has also revolutionized lives of many small/micro sellers on large platforms like Amazon, and this book is a good primer for first time sellers too.

This book would've been amazing if I'd read it 15 years ago. I don't want to say that is not relevant nowadays, I think people still talk about the long tail in business, but definitely, the examples are outdated which makes total sense because this book was written a long time ago.

If you're interested in history and understand how and why niches became popular, then this is a great book for that.

Buku bagus untuk memahami bagaimana perusahaan besar saat ini memenangkan kompetisi. Long tail adalah istilah untuk situasi produk yang tidak populer, namun masih laku karena spesifik terhadap minat pembeli. Buku ini menceritakan banyak perusahaan dan teknologi yang padam karena tidak mampu bertransformasi ke bisnis yang menyesuaikan kondisi internet saat ini. 3 Pendukung Long Tail adalah:
Teknologi Produksi, Peran Agregator, Dan Filter. Teknologi produksi artinya semua orang bisa membangun produknya sendiri, apakah itu buku, musik dan video. Agregator adalah perusahaan atau media yang menjembatani konsumen dengan produk itu sendiri. Filter adalah fitur yang disediakan agregator agar produk-produk tidak populer terjangkau oleh konsumen yang lebih spesifik.

Saya kasih bintang 4 karena bukunya masih membuat bingung diawal-awal. Banyak data-data yang sebenarnya tidak penting.

This book is an exploration of how niche markets are on the rise courtesy of better distribution. And that's a gross summary. Much discussion is given to the rise of the digital world and how it's expanded the marketplace so that there can be a Long Tail Distribution (for you statistics nerds out there)--- beyond the major hits, you can continue to sell (for example) less popular items, and lots of them. There are markets within markets.

A very conversationally written book, by the editor of Wired, it taught me a lot I didn't know about the digital age, the blogosphere, etc, and it's a fun read for entrepreneurs.

For some of us it was required reading for a class, but lemme tell you, it beat the hell out of a coursepack!

I enjoyed it. Couldn't give it a 10 as its a little dated. The book is likely so popular because it very accurately described the world we'd be living in today with infinite choice and very little scarcity. The long tail is an interesting concept that you begin to see everywhere after this book points it out. Worth a read, but not a 5 out of 5.

Terrific explanation of the long tail in marketing. Explained why there will always be room for good self-published authors.

I enjoyed this book, but it is in desperate need of a new edition. The concept is good, but I think the past decade challenges the direction that the author took his premise. It’s true that there is value in the long tail, but I’m not sure that I agree with his assertion that we live in a world of limitless choice.

It explains everything that we are seeing now. Online Businesses focusing on the long tail have an advantage over their traditional counterparts. Niches are winning and the narrative is with the user instead of the business owners.

I think this is going to be interesting... and I was oh-so wrong. The first chapter was great, giving you a new theory to think about and a great new way to approach business.

Then, it turned into the most boring book ever! Chapters 2-infinity (because that's how long the book felt) were regurgitations of the same theory with just a slight twist that made them painful to read.

Read the first chapter of this book and put it down. Better yet, read a summary of the theory and be better off.