The Niche Era

Name: The Niche Era
ISBN: 9787569911008

焦涌Beijing Times Chinese Press · ChinaMay 2018

3.3

Word count: 155K words
Chapters: 70
ISBN: 9787569911008

Report an error Find this book

Summary

Against the backdrop of the mobile internet, people's needs have become increasingly personalized and diversified. Mass-market offerings can no longer satisfy market demand and have even become an obstacle to the growth of some brands. Niche demand has become the trend of the times. From mass production to personalized customization, niche positioning is becoming a new consumer mindset. Niche brands allocate market resources efficiently and redefine the market through community-building. The era of "small" brands is arriving. In the future, only brands that are small and beautiful will be perfect; only the non-mainstream will be mainstream.

Editor's review

Niche Era is an observational notebook that keenly captures shifts in contemporary consumer culture and cultural trends. The author, Jiao Yong, a veteran media professional and brand researcher, does not stop at a surface reading of the concept of "niche" but delves into the social psychology, economic logic, and communication mechanisms behind it. The book's value lies in its clear explanation of why, in an apparently highly homogenized internet age, personalized, circle-based niche demand is flourishing—not merely a product of consumption upgrading but an inevitable outcome of individuals seeking identity and a sense of belonging. Drawing on numerous domestic and international brand cases, from MUJI's "this is enough" philosophy to the rise of various vertical communities, the argument is solid and both forward-looking and practical. For readers, the book not only helps them understand the "circle-ization" happening around them but also offers a new perspective for examining business and society. It transcends the category of a simple marketing manual and becomes an important reference for interpreting slices of contemporary social culture.

Who it's for

A good fit for

Researchers and observers interested in consumer trends and sociocultural change
Professionals in branding, marketing, and product development who need insight into users' deeper needs
Creators and entrepreneurs who want to build a personal brand or deepen their presence in a specific field
Young readers who feel swept along by mainstream culture and long to find their own distinctive positioning and community

Not a good fit for

Those seeking quick-fix marketing techniques or concrete step-by-step instructions
Readers with no interest whatsoever in social science theory or case analysis

Reading tips

Read through the whole book first to grasp the core argument, then revisit the case chapters relevant to your interests or field for deeper reflection.
While reading, note down "niche" phenomena or brands that resonate with you, and try to analyze in your own words why they succeeded or failed.
Combine the book's theories with current emerging hot topics (such as a suddenly viral niche brand or subculture) to test and extend your understanding.

About the publisher

Beijing Times Chinese Press China · Founded in 2011

Beijing Times Chinese Press takes classic works and prose miscellanies as an important publishing direction, along with foreign literature, social novels, Eastern philosophy and art books. Its catalogue includes such Chinese classics as Lu Xun's Call to Arms and Wandering, Xiao Hong's The Field of Life and Death, Zhang Dai's Reminiscences of Tao'an, Yuan Mei's Recipes from the Sui Garden and Hong Yingming's Caigentan, as well as foreign classics such as Ryunosuke Akutagawa's Rashomon. Among its translator resources is Wen Jieruo, whose translations provide reliable support for bringing foreign literary works into the Chinese-speaking world. While organizing traditional texts and reissuing classics, the press pays attention to readability and accessibility of editions, enabling ancient prose, notes and philosophical works to reach contemporary readers. Public information is limited; the above is only a brief account of the publishing directions reflected in the books held in the database.

版权信息
推荐序
自序
第1章大众互联网PK小众移动互联网
1.1 O2O模式裂变：你永远取悦不了所有人
1.2 BAT攻城略地，也挡不住小众时代潮流
1.3 倒闭的雷曼兄弟：“大”价格，而非价值
1.4 从0至1的价值永远大于从1至N
1.5 中关村创业大街为何急速扩张？
第2章互联网小众时代已经来临，Are you OK
2.1 标签主义，定制你的不同
2.2 广义定义已死，客户需要个性化
2.3 小而美，才完美
2.4 拉勾网，只为软件工程师服务
2.5 小米手机：非主流才是主流
第3章无以替代的小众黏性
3.1 归属感，就在这里
3.2 独有需求，这里才最好
3.3 定制时代，一切场景都具体化
3.4 为什么母婴店经营差距那么大？
3.5 总理为什么去3W咖啡？
3.6 文化沙龙为什么能吸引投资人？
第4章定位逻辑：小众产品锁定小众人群
4.1 让你的追随者找到你的产品
4.2 产品确定后，才能确定潜在客户群
4.3 单品更容易做成品牌
4.4 没做之前，先要考虑删除什么
4.5 B2C三足鼎立，不要盲目拼弹药
4.6 再小的缺口都有可能变成科罗拉多大峡谷
第5章定向思维：单向推广，定点撒网
5.1 只向固定的群体发起集结令
5.2 拒绝概率：不要走入全面撒网的陷阱
5.3 为什么长江商学院学费那么高昂？
5.4 定点招聘：百度总部下面的“假出租车”
5.5 诺基亚倒闭时，各方大佬集中现场招聘
第6章定制策略：你是我的VIP
6.1 发散思维：除了钱，一切可以定制
6.2 大数据定制信息追踪
6.3 定制价格的策略设计
6.4 奢侈品热销的秘密
6.5 腾讯：定制“90后”营销法则
6.6 罗永浩：情怀也可以定制
第7章参与感法则：让用户成为平台的主人
7.1 给用户一个无法拒绝参与的理由
7.2 体验式营销：从代入情感到启发思维
7.3 微信公众号，即时互动
7.4 参与之后的后续布局
7.5 为什么粉丝主动为TFBOYS在地铁做广告？
7.6 卖萌的可口可乐：“90后”营销互动法则
第8章服务策略：小众向大众的病毒化裂变
8.1 病毒裂变原理
8.2 营销的最后一步：后续跟踪
8.3 以低亏损换取客户的认同
8.4 让客户成为你的产品推荐人
8.5 苹果为何拥有千万粉丝？
8.6 小米公司的销后服务机制
第9章删除机制：设立门槛，拒绝多数人
9.1 拒绝为多数人服务
9.2 不轻易增加陌生品类
9.3 为什么扩张太快会倒闭？
9.4 不要烧钱抢市场
9.5 速度太快，难道想像互联网行业一样找“干爹”？
9.6 减法策略：静静等风来
第10章 “只为小众服务”的危机
10.1 分类危机：请你不要这样划分我
10.2 利基悖论：越精准分类，越强调整体
10.3 野心对手：别轻易让信息被BAT知道
10.4 美团与大众点评，不得不“在一起”
10.5 资本为王：能拿钱搞定的事，都不是事儿
10.6 危机破解：寻找你的第二风口

FAQ

What is the main argument of this book?

The book's core argument is that we are entering a "niche era": the influence of mass production and mass markets is waning, while small circles built on shared values, interests, and aesthetics are rising to become a new force driving consumption, culture, and even social relations. This is not a wholesale rebellion against the mainstream but a more finely tuned model of social stratification and need fulfillment.

How does this book differ from books on the "long tail theory"?

The Long Tail argues primarily from the perspective of economics and distribution channels, showing how the aggregate market of niche products adds up. Niche Era takes a broader view, drawing on sociology, psychology, and communication studies to focus on the social mindset, identity construction, and community cohesion behind niche phenomena. It places greater emphasis on "people" and "culture" and can be seen as an interpretation of the sociocultural roots of the long-tail phenomenon.

Are the cases in this book outdated?

Most of the cases are representative classics (such as MUJI and Douban's early community), and the principles and mechanisms they reveal are enduring. Although specific hot brands change, the book's analytical framework for the formation of niche communities and the logic of building and spreading niche brands remains highly explanatory and illuminating for understanding the emerging niche phenomena that keep appearing today.

Comments

Find this book

This site is an index: you start “Search all sources” in your browser, and the entries it lists all point to third-party sites; please judge their availability yourself.

About the author

焦涌 Author

Jiao Yong currently has only limited public information available; he is known as the author of The Niche Era, a book classified under management in library catalogs. Based on the available information, Jiao Yong's writing centers on the field of management and addresses practical issues in business and organizational operations. The title The Niche Era suggests that the author may focus on segmented markets, niche demand, and differentiated business strategies, seeking new commercial logic beyond mainstream narratives. Because there are no public records of his biography, professional background, or other writings, it is difficult to form a complete judgment of his overall writing style and intellectual trajectory. Judging from the work currently available, Jiao Yong's writing appears practical and attentive to changes in the market, making it suitable for readers interested in the evolution of management approaches and strategies for segmented markets. His body of work is limited in size, and its influence awaits further documentation and reader feedback.