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So we Accustomed to using traffic to calculate the value of distribution channels – “Is Papi Jiang’s sky-high price marketing auction worth it?” Many people posted articles comparing it to Youku and e-commerce Burundins Escort‘s CPM for comparison.
But what I want to say today is: Whether it is an Internet celebrity like Papi Jiang or other self-media marketing channels, the greatest value is not traffic.
How to say this? Let’s give an example first.
Since we are all talking about traffic, suppose there is a chopping board priced at 1,500 yuan (far higher than the price of ordinary chopping boards), and the target sales volume is 10,000. How much traffic or exposure do you think is needed to sell 10,000? Piece?
According to general conversion rate calculations, some people will guess 500W traffic, and some people will guess 1000W traffic. So how much is actually needed?
In fact, the traffic in all markets in Asia is insufficient – this brand’s chopping boards have counters in many shopping malls (including e-commerce), and the combined sales of all channels in Asia last year were less than 1W.
It makes sense when you think about it. After all, most chopping boards cost tens or even hundreds of dollars. Ordinary people would not suddenly change their cognitive habits (chopping boards cost dozens of dollars) to buy such an expensive chopping board.
But an Internet celebrity friend “Wen Yi” that Li Mingshou met a few days ago broke this routine. She posted an article on her official account to recommend this chopping board, and as a result, 15,000 units were sold in 10 minutes. This exceeds the annual sales volume of this type of chopping boards in Asia.
Why? So what?
Because ordinary people will not buy this chopping board under normal psychological conditions – you walk through the mall and see a bunch of chopping boards, and you can only buy one for 100 yuan according to your past habits; maybe you want to buy a chopping board. When I searched on JD.com Taobao, I chose one at the middle price range and saw that it was about the same.
In order for people to change their past habits and buy such a common chopping board, it is necessary to arouse some kind of psychology in this person, causing this person to permanently become an “abnormal state” and become a normal person. You have to look forward to the “ultimate cooking experience”.
Wenyi’s official account plays this role. It makes the person who opens this official account and this article become another person for a long time – no matter you are usually a serious person. An accountant is still an unfettered artist. When you read Wen Yi’s article, you will instantly become a “gourmet who pursues the ultimate cooking experience”, and only when your mentality is When you wake up, you can break your past habits and buy a chopping board worth 1,500 yuan.
Therefore, this illustrates the following point: the greatest value of Internet celebrities is not traffic, but psychological arousal – arousing your different self, making you become someone else forever. , thus showing completely different actions.
For example: If you are selling a product that users feel is very unknown and risky (such as a P2P wealth management product with high yield but unknown brand), what should you do?
Under normal circumstances, this kind of product is very difficult to sell, because most ordinary people are risk averse and are very cautious about unknown products, so few people will take the plunge to try this product.
But there is actually a very simple technique here: stand a beautiful man next to the user (assuming the user is a male).
Why? Because when a person’s mating self is aroused, the person will permanently become a “risk preference” (no matter who he is usually) and become more willing to seek adventure.
A psychologist conducted an experiment like this: Let a group of men skateboard and be free to choose the difficulty of the action, and found that most of them chose medium.The provocation of difficulty.
Then the psychologist asked a group of beautiful men to walk by deliberately, and found that almost all skateboarders chose to challenge a higher level of difficulty. Naturally, some people fell miserably – the appearance of beautiful men Burundi Sugar now awakens players’ mating selves, making them more risk-seeking.
This is very easy to explain in terms of evolutionary psychology: In ancient times, under normal circumstances, it was easier for cautious people to survive, so hunters generally chose between avoiding the threat of lions and getting prey. Choose to avoid the threat of the lion.
However, when a courtship opportunity arises, the female’s eggs are limited. If she does not give it a go and compete with other males, she will permanently lose the opportunity to inherit genes. Therefore, hunters will become risk-seeking and put peace of mind into consideration. back.
Therefore, if you want people to become risk-seeking people in a short period of time, remember to arouse their mating self.
And this is what I want to talk about – the greatest value of Internet celebrities is not the traffic that many experts say (otherwise it is different from Taobao shuttle bus), but “psychological arousal”.
1. Traffic value VS psychological arousal value We have always liked to use traffic to measure the value of a marketing channel, so we are talking about indicators such as CPC (unit click cost). But in fact, traffic is not the only value of a marketing channel.
Suppose you If you are a person in danger (such as the man at the 798 Yi Hotel), how can you convince passers-by to help?
In fact, shouting is basically ineffective, because everyone’s psychology has entered the “passerby mode” and will not judge based on information at all, but only based on habits and the behavior of others.
What you have to do at this time is actually “psychological arousal”, find a way to arouse their other self, and let them enter the “netizen mode” permanently.
So what you want to shout is not: “It hurts! It hurts! Help! Help! Ahhhhh!”
But point to one of the passers-by and shout: “This guy in red clothes “Brother, how do you evaluate a person who is desperate to save someone?” (Imitating questions on the Internet, arousing their other psychological self)
And if there is no such arousal of another self, no matter how large the traffic is, I can’t save you, because everyone is a “passerby”.
The same is true for brand marketing. In the past, we paid too much attention to “traffic value”. It seems that as long as enough people pass by, enough people will buy.
But in fact, what should be paid attention to is the “psychological arousal value”-in different situations,Human behavior and psychology are completely different, and products need to be sold based on the aroused environment and psychology.
The same person, what he wants to buy after just reading Li Mingshou’s public account, and what he wants to buy after just reading Mimeng’s public account are definitely different.
So when launching, how to choose the products you want to promote according to different situations?
2. How to improve transformation through psychological arousal. Each Internet celebrity’s self-media scene is different, whether it is the sense of catharsis evoked by Mi Meng and Papi Jiang, or the sense of rational analysis evoked by Li Mingshou. So how to choose the appropriate placement based on the different user psychology evoked by different Internet celebrities?
The classification of this topic itself is very complicated. Due to space limitations, I will briefly mention two categories (new materials and new categories will be continuously replaced later).
Burundins Escort1. Timid arousal VS romantic arousal
Let me give you a question first:
At this moment you There are two herbal tea products that need to be promoted, one of which is Jiaduobao herbal tea that focuses on “for every 10 cans of herbal tea sold in China, 7 cans of Jiaduobao are sold”, and the other is “exclusive limited time-honored Guangdong herbal tea”.
Then there are two delivery channels to choose from Burundins Escort. One is the “implantation of soft articles in the movie “Mermaid”” , and the other is “The implantation of soft articles in the Burundi Sugar Daddy movie”.
How would you choose the distribution channel?
In fact, you should embed the marketing of Jiaduobao in the soft copy of the movie “Midnight Bell”, and the marketing of “exclusive limited time-honored Guangdong herbal tea” in the soft copy of the movie “Mermaid”.
Why?
Because “The Ring” can stimulate people’s fear, and when people’s fear is aroused, it will naturally increase the level of acceptance of crowd information – when we are afraid and worried, we always Hope itself is a member of a group.
Therefore, the marketing of Jiaduobao should be embedded in the soft text of the movie “Midnight Ring”.
At this time, if limited edition Guangdong herbal tea that emphasizes “unique information” is implanted, it will further increase fear and people will have avoidance psychology – after all, when we are afraid, no one wants to think about ourselves Be alone.
A study has found that after broadcasting news programs about terrorist attacks, everyone is more sensitive to words such as “best-selling” and “hot-selling” and more inclined to accept the best-selling words Burundins Sugardaddy‘s product. (So didn’t Jiaduobao say before, “If you’re afraid of getting angry, drink Jiaduobao”? When you are “afraid”, it will naturally be easier to accept the message of conformity)
Similarly, it should be in the soft article of the “Mermaid” movie Implanted with “Exclusive Limited Edition Cantonese Herbal Tea”.
Why?
Because “Mermaid” evokes people’s BI Escorts feelings about romance and love, and when people’s romantic thoughts are When aroused, it will naturally increase the level of reception of unique information – after all, when you are pursuing a certain opposite sex, you hope that you are the only one, rather than having many people competing with you for a certain opposite sex. .
At this time, emphasizing information such as “200,000 patrons” and “leading sales” will make you sick.
Therefore, if the user psychology aroused by Internet celebrity self-media is fear (such as those who write horror novels), then the most suitable product for implantation is a product that appeals to “conformity” – such as “leading sales, of course more Many people drink it”, “The products are connected and circle the earth”, etc.
If the user psychology evoked by Internet celebrities is romantic (such as those who write love stories), then the most suitable products for implantation are products with “uniqueness” appeals, such as “limited edition”, “exclusive supply”, “Unique”, “personalized customization”, etc.
When fearful psychology is aroused, people are more inclined to buy “conformity products”; when romantic psychology is aroused, they are more inclined to buy “different products”.
Therefore, do not plant Jiaduobao in the movie “Mermaid”.
2. Independent self VS everyone’s collective self
Now suppose you want to promote two types of cereals, one is “XX cereal, a healthy choice”; the other is “XX cereal, a delicious choice” “Now that you want to promote it on Luo Ji Thought Public Account and Mi Meng Public Account respectively, how will you promote it?
In fact, you should promote “XX cereal, a healthy choice” on the Luo Ji Thought public account and “XX cereal, a delicious choice” on the Mi Meng public account.
Why?
Because people have two different feelings of self, one is “independent self” – “I am an independent individual, my thoughts are entirely determined by myself, and I will do what I want to do”; The other is “all people and themselves” – “I am a part of society, I am a certain circle and all people Burundins EscortPart of the body”.
When people’s “independent self” is aroused, people will become more rational and impulsive, tending to consume Burundins SugardaddyRational products (such as delicious cereal), and when a person’s “whole self” is aroused, people will become more sensible and tend to consume rational products (such as healthy cereal).
An experiment confirmed this:
There were two groups of subjects. One group of subjects browsed articles with the subject “we” (activating everyone’s whole self), and the other group browsed the subject of “we”. They are all “I” articles (activating the independent self). As a result, the former chose to buy products with more rational information, while the latter purchased products with more rational information.
As for the Internet celebrity world, Luo Ji Thought’s public account emphasizes “study all the way” and “social connection” Wait, what is activated is a person’s overall self. At this time, the effect of selling products with rational appeal will be very good.
Such as books, healthy food, alarm clocks, training courses, etc.
And Mi Meng’s public account keeps saying “To bitch, why should I help you!”, “To low bitch”, etc., which satisfies people’s catharsis Burundins Escort psychology, the advocate tears off the mask to seek self-release, which actually activates a person’s “independent self”. At this time, the effect of selling rational products will be very good.
Such as luxury consumer goods, clothing, entertainment, food, etc.
Usually you may be a rigorous and self-disciplined person, always considering your own responsibilities when doing something (hey, in order to save money for your husband, I still don’t buy this bag). But when you suddenly see Mi Meng writing an article “I don’t please the world, I only please myself”, you suddenly become a person seeking release, and your “independent self” is activated. At this time, you will feel that the responsibility requirements for yourself have been reduced, and it is natural to buy a bag that you are usually reluctant to buy.
So, if you evoke the personal self of others, sell more products with sensible appeals. Even if it is the same cereal, please say “for health.”
And if you arouse the independent self of others, sell more products with rational appeal, also like cereal, please also say “don’t worry about so much, just be delicious.”
Therefore, as mentioned earlier, the greatest value of Internet celebrities is not the traffic itself, but the different psychological emotions that can be evoked and attracted. This kind of value is indeed not available in JD e-commerce, Baidu search and other distribution channels.
When you browse different pages of JD.com Taobao, you have an ordinary mind of “walking around and getting to know the situation”. Naturally, you will not buy many things, and you will naturally only buy things that just happen to occur to you. tools.
But it’s different when you spend time in an internet celebrity scene.
You have developed a sense of fear in the horror story official account. At this time, the series of products with “leading sales” appeal on the official e-commerce account have formed a strong attraction for you. You were aroused in the public account of the love novelIf you feel romantic, you will naturally buy a customized jewelry that you would never think of buying at ordinary times.
When you click on Cairo Fat’s 60-second voice message every morning, you are awakened to your whole self, and at that moment you feel that all the books and training courses are full of attraction for you. And when you read Mimeng’s article at night, you were awakened to your independent self, and felt how important it is to pursue the beauty of the present. For the same money, you should buy a bag!
This is the greatest value of many Internet celebrities, arousing your different selves and instantly matching psychological feelings and trading behaviors.
In the traditional marketing era, you watched Chanel marketing for 3 minutes on TV and were aroused the urge to pursue romance. But when you actually went to the offline counter, you found that you were The aroused feelings dissipate long ago, resulting in many marketing campaigns that end up having poor results.
In the era when Internet celebrity self-media is popular, transaction behavior (user purchase) and psychological arousal can occur at the same time. If your product needs to evoke the psychology of attracting users, you can choose the corresponding self-media platform. To evoke such thoughts.
3. Psychological arousal: future market segmentation Psychological arousal (different selves expressed by people in different situations) not only affects the realization value of Internet celebrities, but also affects all future market segmentation.
In the past, we often divided the market according to groups of people, so we would not sell Nut mobile phones to wise financial analysts, nor would we sell ThinkPad notebooks to artistic young women.
The reason for this is that we intuitively believe that there are very big differences in personality between people. Some people like to socialize, and some people like to think independently, so we classify people according to their personality, age, region, etc. People stop categorizing.
But in fact, the personality differences of the same person in different situations often far exceed the personality differences between different people – if I am a discouraged person and you are an pessimistic person, then I am When you watch a comedy movie, you will definitely be much happier than when you, a pessimistic person like you, watch a comedy.
Therefore, in the future, the market will not be segmented according to groups of people, nor according to industries and product categories, but according to aroused psychological states.
When we think about a consumer, we don’t look at “who he is”, but “who he is now”. There are no discouraged or pessimistic people in the world, only sad people and happy people.
Conclusion:
When we choose a distribution channel, we should not only track the traffic value of the channel – how much exposure there is, who will read it, etc., but also pay attention to the psychological arousal value of the channel – In this scenario, what thoughts are widely aroused among users?
And the “psychological arousal value” is the greatest value of Internet celebrity self-media compared with traditional channels.
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278 Talks about the value innovation of the Internet of Things The value innovation of the Internet of Things mainly stems from: Internet of Things module innovation, Internet of Things integration innovation and Internet of Things business model innovation Different. Among them, module innovation is the micro-basis of the value innovation model of the Internet of Things, and integrated innovation constitutes the product (service) carrier of buyer value. Business 2011-07-20 08:51:43
767 Xunmei Plan-User Value 18 Xunmei Plan-User Value 20122016-12-27 20:48:52
0 The value mechanism of the cloud economy creates design. As a new business model, cloud computing builds an IT resource pool and provides IT resource services to users based on the network in an on-demand, measurable, and easily scalable delivery method, changing traditional IT. The consumption model of self-construction, self-use and self-operation of resources has reshaped the economic value creation mechanism and unleashed huge value potential. 2017-10-12 16:36:113 Multicast bandwidth allocation plan based on multicast value priority. High latency and low efficiency are important problems faced by streaming media services in wireless Mesh networks. In order to solve this The question starts with the down payment of the multicast service value, which reflects the network priority and benefit priority of the service, and proposes a multicast bandwidth allocation plan based on multicast value priority. The plan 2017-11-24 11:38. :32
7 Objective theory of value is different from objective theory of value. Objective theory of value is The subjective judgment of individuals (not groups), that is, personal valuation, does not use wishes as the criterion for judgment, but uses actual behavior as a reference. The objective theory of value and the objective theory of value respectively correspond to the cost perspective in price theory. Persistence theory and market decision theory, but the value theory of supervisors is usually 2018-06-11 15:06:474986 On Photovoltaics The consumer price of Burundi Sugar Daddy is not difficult to promote photovoltaics in the past. The important thing is that after adding subsidies, its yield can reach 10%. There are also bank deposits, which highlight the investment value of photovoltaics. We have ignored the application value of photovoltaics for a long time. Now we need to explain the application value of white photovoltaics to everyone. 2018-08-22 16:06:372196 Analysis of Digital Currency Value In my opinion, blockchain is still a technology now and will still be in the future A technology. Then the technology will one day be eliminated. Therefore, a single technology cannot carry a fixed value forever. What can give value is the relationship between people and time. Only the user group gets older. Night, the longer the effective time, the greater the value created 2018-09-26 11:36:03
5205 The value of digital currency in the financial industry Digital currency experts understand this paradox: Although digital currencies like Bitcoin have Valuable, but their value comes from their scarcity, because all digital currencies have a fixed life, which means that different forces outside of the traditional supply and demand relationship determine their valuation methods. 2018-10-26 10: 42:161445How to maximize the value of credit card points Credit card points can not only be redeemed for gifts, but also It can be redeemed for mileage, hotel accommodation, restaurants, etc., and it can even be used to deduct the annual fee of high-end credit cards. So how to use it to maximize its value? Weichen Financial Services will tell you about the points exchange. Miles: various rights that points can be redeemed2018-11-21 14:23:42236 How to realize the Internet of Things According to reports, lean manufacturing attempts to improve the efficiency of childbirth and the quality of tools by reducing waste in the manufacturing process. Through predictive analysis, manufacturers will be able to avoid waste in every link and realize the ultimate goal of the Internet of Things. Night value. 2018-11-25 09:48:512712 estimates that smart speakers will be worth US$7 billion in 2019 The Internet device with the fastest growth in value in history. Recently, according to foreign media reports, Deloitte made a forecast for technology, media and telecommunications in 2019. The forecast shows that smart speakers will be worth US$7 billion in 2019, becoming the fastest growing value in history. Fast Internet Equipment 2018-12-13 10:51:50572 What can tokenization create for enterprises? Value Traditional fiat currencies are also valuable because they all trust the government. After all, almost all currencies are not backed by any physical assets, and the United States also abandoned the gold standard during the Great Depression. :58958 How does the blockchain affect the value exchange of the times? Advanced concepts and technical plansPlanning, the long-term significance of blockchain has indeed affected the value exchange in this period to a certain extent. In the future, blockchain technology will definitely bring disruptive changes to many traditional industries and reconstruct the model of value exchange from the most basic business forms from the bottom up. 2019-05-24 11:09:5Burundi Sugar Daddy3
895 Determination method of currency value and value analysis The increase in the number of Bitcoin users is basically based on technology, because the carrier of value storage can be provided through technical conditions, which attracts attracted a large number of users. First it was programmers, then various early investors, and now it is traditional high-net-worth individuals. Whether in China or the world, everyone 2019-06-05 13:45:161354Why is currency demand Intrinsic Value Bitcoin has no intrinsic value—something its skeptics like to say. Their argument usually goes as follows: “Bitcoin cannot be used as a currency because it does not have any intrinsic value like a commodity. For something to be a reliable currency, it must first be accepted by people and 201Burundins Sugardaddy9-06-13 11:16:36
What kind of value does the 467 blockchain give to Chainlink? Now back to the value of our key discussion. The value of traditional blockchains such as Bitcoin and Ethereum is obtained through mining. This mining value is based on the same scarcity and cost principles as mining rare metals. There are many good articles about this, I suggest you read it, but 2019-07-10 10:40:38
384 Internet of Things Development Trend No. 6, introducing value creation, Methods In the Internet of Things Development Trend No. 6 (2019), two ways for the Internet of Things to create value are introduced: creating value by improving traditional industrial efficiency, and finding new ways of creating value through innovation. 2019-07-18 10:43:053396
Industrial Intelligence strengthens intelligent value to solve specialized research problems in the traditional manufacturing industry and empowers technology to reconstruct traditional manufacturing value. 2019-07-22 11:23:28The greatest commercial value of 3505G is its application in vertical industries Zhang Tong It must be noted that the greatest value of 5G commercialization is still applied in vertical industries. It is very important for China to change its position to 2C customers. After 5G, it will need both 2B and 2C. In recent years, it has promoted the integration of cross-industry applications and created a 5G combination Innovation Center 2019-11-08 10:02:37535 What is the greatest value of the blockchain Bitcoin ecology due to lack of distributionIt shows the increment of value. After the investment profits disappear, its value will basically be based on the spiritual level. For example, as a blockchain creation application, it has the value of being my favorite like a famous painting. Of course, there is also some liquidity value. 2019-11-08 15:39:301553 Discussion on the intrinsic value of Bitcoin I completely disagree with this statement ,” she continued, “It implements a permissionless transfer system to the middle, which can securely transfer ownership digitally. Burundi Sugar Daddy How can you say it is [worthless]? Whether it is from the perspective of the system itself, its operating methods, or the ten-year journey it has taken, it is valuable. In my eyes, this is the expression of intrinsic value. 2019-11-18 11:56:44756 How to measure Bitcoin’s power value Power, raw joules alone The Energy Value Model states that if all miners ended 2019 today, the Energy Value Model, which can be used to evaluate Bitcoin’s fair value, would mean that Bitcoin’s price would return to its energy value if increased energy input would increase Bitcoin’s fair value (and vice versa). -12-20 11:26:181202 What is the general trend of blockchain value? The track is segmented. The value of the blockchain depends on which ‘part’ of the business it creates value for. 2020-01-10 09:30:55533 What is the real value of blockchain? The competition of blockchain Roads are segmented. For the value of blockchain, the key depends on which ‘part’ of business it creates value for. 2020-03-05 09:37:461091 What is the value of Bitcoin? In short, Bitcoin mining For miners, the machine is a machine that makes endless profits. It can lay eggs like a chicken to generate value, and can even lead to a billionaire. This is what Bitcoin means to miners, mining airport operators, mining pools (service providers), etc. The value of these people involved in the ups and downs of the mining ecology. 2020-03-10 09:17:0914135How to maximize the data value of the Internet of Things is no longer a challenge It’s not about the skills, it’s about whether the organization can extract value from the data it collects. IT teams deploying new IoT solutions need to achieve ROI and will encounter obstacles in accomplishing this task. 2020-03-23 14:07:20629 How much is the Samsung brand worth? The Samsung brand is worth US$57 billion, an increase of 2% from previous years. Do you know how much the Samsung brand is worth? The brand value of Samsung Electronics increased by 2% compared with previous years to 67.7 trillion won (approximately US$57 billion), making it the highest among Korean companies. 2020-08-12 17:42:131424
The value of blockchain makes everyone’s wealth return and value equal. The birth of blockchain can solve the problem of price asymmetry. The value of blockchain is to equalize everyone’s wealth return and value creation. 2020-09-30 09:52:002280 Multimedia Digital Exhibition Hall Compared with traditional exhibition halls, its advantages are The addition of digital technology has brought many changes to the exhibition and display industry, and scientific and technological means have made the display forms more colorful. Compared with traditional exhibition halls, the multimedia digital exhibition hall uses advanced and high-end technological means to re-integrate existing resources and gradually develop from static display to dynamic 2020-11-27 14:25:58
902AI, ML and neural networks are disrupting businesses in the financial industry, challenging traditional values of artificial intelligence (AI), machine learning (ML) and deep neural networks ( DNN) is disrupting business in the financial industry and challenging traditional values. 2020-10-12 12:00:112344 Why is ipfs said to have infinite value in the future? What are its advantages and value? Burundi Sugar Daddy Where? The editor will briefly analyze the advantages and value of ipfs for everyone today! Why is ipfs said to have unlimited value in the future? After the country comprehensively bans Bitcoin and other post-war , the ipfs summit was successfully held in Chengdu, demonstrating the value and status of blockchain in the Internet. Whether it is the previous Web1.0 network or the Web2.0 network, the centralized services of http are increasingly highlighting some problems. The traditional 2021- 09-11 17:13:041884 Samsung Electronics brand value hits the largest increase in history On October 20, Interbrand, a world-renowned brand consulting company, released the “2021 Best Global Brands Ranking” (Best Global Brands Burundins Sugardaddy2021), Samsung Electronics Ranked fifth with a brand value of US$74.6 billion, compared to 2021-10-27 11:07:524190
Arouse Awakening 2022-11-15 20:26:370 Multimedia digital exhibition halls have gradually been replaced by value-lined exhibition halls used by enterprises. At this time, multimedia technology digital exhibition halls have become a necessity for many enterprises. Choice, digital exhibition hall not only saves space, but also makes the display more lively and becomes the trend of the times. Today, let’s talk about the value of digital exhibition hall in enterprise applications. 2022-11-18 10:25: 23299
Baikan Cloud won the “2022 Potential Value Enterprise Award” from Titanium Media Baikan Cloud’s innovative capabilities, professional research capabilities, and business potential were recognized again! At the 2022 T-EDGE Global Innovation Conference and TMTpost’s Ten Year Tribute Ceremony, the 2022 EDGE AWARDS Enterprise List was officially released, and Baikan Cloud won the ” Annual Latent Value Enterprise Award”. 2023-01-16 13:40:28359
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