In the wake of the pandemic and in the post-pandemic era, many businesses have faced a reduction in profits, and consumers are leaning towards rational consumption. Models that relied on the dislocation of time and space to maintain the flow of capital have almost all failed. In this context, user trust has become the primary asset for enterprises.

Haiwen is facing an operational crisis; he has long neglected the construction of user trust, believing it to be non-essential. However, in this fiercely competitive era, lacking user trust assets feels like an uphill battle.

I have also visited some companies, where the hot topic of discussion was traffic thinking or the so-called "cutting leeks" strategy. Interestingly, there was a startup platform that adopted a points redemption business model, positioning itself as interest e-commerce. Before officially launching, it invited many boss friends to celebrate, and I was fortunate to be part of it.

At the event, two bosses had differing opinions; one emphasized treating customers with sincerity, while the other immediately retorted, believing users were merely "leeks" to be harvested, citing examples of his substantial profits from this approach.

The host boss did not explicitly state his position but leaned towards the latter, as the latter was his long-time friend with business connections. I initially thought this was just an emotional bias, but later discussions revealed that she genuinely believed "cutting leeks" was the right path.

In the end, her platform did not succeed, and those users who grabbed free gifts seemed not to have received the promised rewards; at least, I did not receive the prize I had won.

Compared to Haiwen, I believe she fundamentally misunderstood the essence of user e-commerce, remaining stuck in a self-righteous 'scything' performance stage.

Users or user groups are highly dynamic assets. For large platforms, big data and data analysis may suffice, but for small and medium platforms, data is not a decisive factor. They need to invest more energy and emotion into building user trust assets. In the current fiercely competitive market environment, I deeply realize that investing in user trust assets to stand out among numerous competitors is a challenge that requires careful consideration. I began to think deeply about how to establish and maintain user trust in such a market, which is clearly not something that can be achieved overnight but requires long-term accumulation and careful maintenance. Based on this understanding, I suggest that Haiwen Company can start from the following aspects to gain user trust and support in the market:

First, Haiwen Company needs to re-examine and evaluate its products and services. We must ensure that they truly meet user needs, not just superficial functionality. In product design, we should focus on user experience, making products more humanized and better suited to users' actual usage scenarios. This means we need to deeply understand users' lifestyles and work habits to design practical and thoughtful products. In terms of service, we need to establish a comprehensive customer service system to ensure timely responses to user feedback and issues, making users feel valued and respected. This should not only be reflected in after-sales service but should run through the entire user usage cycle, from pre-sales consultation to after-sales support, with every link making users feel satisfied and at ease.

Second, Haiwen Company should strengthen communication and interaction with users. We can establish closer connections with users through various channels such as social media, online communities, and offline events. Social media platforms like Weibo, WeChat, and Facebook can help us understand users' thoughts and needs in real-time, while also serving as important tools for promoting our brand and products. Online communities like forums and user groups can become platforms for users to exchange experiences and share insights, where we can actively listen to users' voices and collect their opinions and suggestions. Offline events like product launch conferences and user meetups can allow us to communicate face-to-face with users, understand their true thoughts, and involve them in the improvement process of products and services, thereby enhancing users' sense of belonging and loyalty.

Third, Haiwen Company needs to adjust its marketing strategy. We should abandon the past short-sighted marketing methods and adopt more long-term and sustainable marketing strategies. For example, we can establish brand authority through content marketing by regularly publishing high-quality industry analysis reports, product usage tutorials, and user stories. These contents can not only provide value to users but also showcase our professionalism and deep understanding of the industry. We can spread users' real experiences through word-of-mouth marketing, encouraging satisfied users to share their experiences and attract potential customers through their authentic stories. We can also showcase the company's positive image through social responsibility marketing by participating in and supporting various public welfare activities, demonstrating the company's contributions and sense of responsibility to society, thereby winning public trust and respect.

Finally, Haiwen Company should focus on data accumulation and analysis, but more importantly, it should translate the results of data analysis into actual actions. By analyzing user behavior data, we can understand users' preferences and needs, and then optimize products and services based on this information to enhance user experience. For example, by analyzing users' purchase history and browsing records, we can recommend products or services that they may be interested in, thereby improving user satisfaction and purchase conversion rates. By analyzing the problems and feedback users encounter while using products, we can promptly identify and resolve issues within the products, continuously improving product functionality and enhancing user satisfaction.

In the post-pandemic era, the importance of user trust assets is increasingly prominent. If Haiwen Company can grasp this key point and establish and maintain user trust through the above methods, then its business may be able to gain a foothold in the fierce market competition and even stand out. After all, in this era of information transparency and diverse user choices, only by truly winning users' hearts can a company achieve long-term development. User trust is not just an abstract concept; it is the most valuable asset of a company and an inexhaustible driving force for sustainable growth and innovation. To achieve this goal, Haiwen Company should also strive to create a transparent and open corporate culture. In such a cultural atmosphere, the company can share more information with users about product development, service improvements, and corporate decision-making processes. Through open and transparent communication, users can feel the company's sincerity and trust, which helps build a bridge between users and the enterprise. For example, the company can regularly publish product update logs to inform users about the latest feature improvements and fixes; at the same time, it can invite users to participate in product testing, collecting their feedback and making them part of the product iteration process.

In addition, Haiwen Company should also value employee training and development, as employees are the frontline of interaction between the enterprise and users. By providing professional training, we can ensure that every employee can face users with a positive, professional, and friendly attitude, which will directly impact users' overall impression of the company. Every positive interaction by employees contributes to building the company's user trust assets.

On the technical level, Haiwen Company should continuously invest in innovation and research and development to ensure that products and services keep pace with technological advancements. Through continuous technological innovation, the company can provide safer, more efficient, and smarter solutions to meet users' ever-changing needs. At the same time, the company should also focus on data security and privacy protection to ensure the safety of user information, which is the cornerstone of winning user trust.

Finally, Haiwen Company should continuously pay attention to industry dynamics and market trends to timely adjust strategies and seize new market opportunities. By continuously learning and adapting, the company can maintain competitiveness and provide ongoing value to users.

In summary, if Haiwen Company can put in significant effort in areas such as products, services, communication, culture, employee training, technological innovation, and market adaptability, it can achieve significant progress in user trust assets. This not only helps the company stand out in the market but also lays a solid foundation for the company's long-term development.