The Lantern Festival has passed, and I believe everyone has had a memorable Spring Festival. Now the national enterprises are gradually returning to work, and all walks of life are more or less affected by the epidemic.
How to do a good job in products, improve performance and make up for losses has become the core proposition of all business owners, product, operation and marketing lovebirds. At this time, making, doing well and marketing an explosive product may become a sharp weapon to turn the situation around.
Mr. Kaohsiung Yong, who has more than 20 years’ experience as a product manager across the Internet and traditional industries, shared in detail the whole process and key points of making explosives in his new work "I Make Explosives in Xiaomi". Today, the editor shared the "explosive marketing" part, in order to entertain readers, expecting everyone to make and do a good job of explosive products.
1. The core of explosive marketing is transformation, and marketing that does not aim at transformation is a waste of money.
2. The core of product marketing is to re-match products with users, that is, to redefine products according to user logic.
3. The way to improve the activation rate is to let users experience the "explosion point" faster. The earlier the explosion point, the faster the transformation!
4. For every 5% increase in user retention rate, enterprise profits can be increased by 25% ~ 95%, and retaining users is an important means for enterprises to obtain profits.
No matter how good the product is, in this era, it is impossible without marketing. Objectively speaking, marketing is also an ability, and it is a very important ability. On the premise of sufficient product strength, marketing is the catalyst of explosive products, which can promote the explosion of explosive products in a short time.
Customer is king! The core of explosive marketing is users.
The explosive marketing we are going to discuss today needs to be user-centered, redefine your products according to the user group, and use the way users are used to doing traffic and transformation. The traditional mode of "the channel is king" has been gradually fading away, and various C to C (factory direct selling) and C to M modes that have emerged recently have shown that whoever owns the user, the closer he is to the user, the greater the chance.
How to stick to users without wasting money? Four strategies of product explosion marketing
Explosives marketing is more based on product level. This kind of marketing is more based on product transformation, and only the marketing that sells products is truly valuable marketing. We often say that all marketing that does not aim at transformation is a waste of money.
Since the purpose of marketing is to sell products, we will adopt the logic of e-commerce to see what kind of marketing means we need at different stages. The formula of e-commerce is:
E-commerce = flow × conversion rate × customer unit price × repurchase rate
We will launch our explosive marketing strategy from these four aspects.
Traffic marketing, in a nutshell, is to acquire users, and we call it acquiring customers. Here I will interpret how to get traffic based on the logic of explosives. Let’s look at how to do traffic marketing from three dimensions.
Products are the source and the basis of all marketing. Focusing on product marketing, we should re-match products with users and find the "explosion point" of products. The most attractive thing about your product is its core competitiveness. As long as you dig out this explosion point, your product will have a soul.
Let’s look at a classic case of finding the explosion point from the user’s point of view. In 2018, the phrase "melon seeds used cars are sold directly to the net, and there is no middleman to make the difference" is popular in major media. Why is this slogan so popular? A simple reason is to find the user explosion point-"no middleman makes the difference."
Users have always hated middlemen, and melon seeds used cars seized this explosion point and pushed their direct selling service to the market. Users were of course guided to melon seeds online. In fact, let’s seriously think about it: isn’t the melon seed used car itself a middleman? However, this is no longer important to users, who believe that Guazi.com is more honest.
When a product has an explosion point, it is easy to impress users and detonate the market. On the contrary, there is nothing wrong with some products, but it is easy to misunderstand that there is something wrong with the products if the people are positioned wrong.
In today’s era of information explosion, whoever can catch the user’s attention within 8 seconds and quickly establish the user’s knowledge of the product will have a chance to win the market. Today’s advertising language pays more attention to six words: simple, rude and effective. The core of advertising language is to convey information, which should be printed directly in the user’s heart like a seal. This kind of advertising language has two skills: grasping the product characteristics and matching the user’s concerns, and directly completing cognitive implantation; Find accurate user groups, and directly and accurately locate products and people.
Social marketing, also called social marketing, is simply marketing based on social relationships. With the rapid development of mobile Internet, there are 3 billion Internet users worldwide, among which 2.5 billion are expected to be social media users.
Social media has several distinct characteristics: more accurate target group, higher conversion rate and lower marketing cost. In the network era, consumers’ purchase of products is not only the end of one transaction, but also the beginning of another transaction, or the beginning of word-of-mouth communication. It is this word-of-mouth cycle that has made great changes in social marketing. Dentsu summarized the whole consumer behavior as AISAS model.
This model is a complete online consumer behavior model. For enterprises, we need to set corresponding marketing strategies in every link of AISAS model in order to establish a complete cycle of social marketing. Specifically, today’s social media are very rich. Wechat, Weibo, Toutiao, Tik Tok, Aauto Quicker, Zhihu, Post Bar, webcast and many vertical websites are actually social marketing platforms.
Different platforms have different attributes, so we need to choose different platforms according to different products and different marketing objectives. If you want to make a cosmetic, and hope to compete with major brands for ingredients or technological content, then Little Red Books and beautiful legends are more suitable for you. And if you want to bring goods through online celebrity, maybe Tik Tok is the best place for you.
Today, all kinds of live broadcasts in online celebrity and Tik Tok have risen rapidly, and major stars have followed suit and moved to major live broadcast platforms. At that time, online celebrity’s goods became a hot spot. Behind these goods brought by online celebrity is actually the rise of content marketing.
In 2018, the number of online celebrity with more than 1 million fans increased by 23%, and the number of online celebrity with more than 100,000 fans increased by 51%. The total population of online celebrity has exceeded one million. A huge number of online celebrity and fans have created a new economic form. The live broadcast market alone reached 45.3 billion yuan in 2017, and the market scale is expected to reach 112 billion yuan by 2020. This will be a huge market.
In online celebrity’s economy, content marketing has a high "idolize characteristic", so online celebrity people who broadcast live don’t have to tweet about the products they want to sell. They show the scene effect, such as lipstick on the mouth, jewelry on the hand and cosmetics used in the dressing room, which can all become hot commodities. Stars with the same paragraph, online celebrity with the same hot network.
Although online celebrity’s products are very popular, we should not deify online celebrity’s products. First of all, we should let our products have their own characteristics. Online celebrity products have several characteristics: eye-catching appearance, high recognition, novel functions, which are in line with the personality of young people.
In online celebrity products, scene marketing and drama marketing are especially sought after by users, and many online celebrity will associate products with daily life, such as travel and food. Directly implanting products into life situations, so that users unconsciously like these products, thus stimulating consumption, the effect is often much better than the original oral broadcast.
In addition to online celebrity, IP (intellectual property) is still a big trafficker. Especially those Marvel Comics series and Disney series, which are deeply rooted in people’s hearts, have been increasingly combined with various products and achieved good results. In this respect, Wufangzhai, once a time-honored brand, has done a very good job. Its Disney series of zongzi and Marvel Comics series of zongzi are deeply loved by children, and these two kinds of zongzi have naturally become explosive products in the zongzi industry.
In addition to this IP implantation, there is also a marketing method that is cross-border cooperation. In this regard, the cooperation between Rui ‘ao cocktail and Liushen is classic. In a Tmall national tide, Ruiao launched a toilet water-flavored cocktail, which aroused the curiosity of many young people: What would it taste like to put the cocktail in a toilet water bottle? As a result, Tmall sold 17,000 bottles of this cocktail in one minute, which was a big hit.
After we attract users, we need to activate them, that is, let users buy or use our products. Generally, we call the proportion of users who buy or use our products to the total users as the conversion rate. Conversion is a very important part of the whole user transaction process. E-commerce often mentions the conversion rate. A well-done e-commerce can achieve 5%, and a poorly done e-commerce can only achieve a few thousandths. Without conversion, no amount of traffic is meaningful.
So how can we improve the conversion rate? One of the most effective ways is to let users experience the "explosion point" quickly. Once users experience the "explosion point", it is easy to place an order and complete the conversion. In addition to allowing users to experience the explosion point faster, we also need to determine the activation path and establish a funnel report. In other words, we need to monitor the whole process of activating users to see at which stage more users are lost.
From the point of view of App, general registration is the most lost part of users. Lowering the registration threshold of users and increasing registration incentives are the most important means to improve the activation rate.
The following is a funnel model of App activation: from the graph, it can be clearly seen that registration is the most user-losing link.
How important is the user retention rate? A survey report shows that for every 5% increase in user retention rate, the profit can be increased by 25%-95%. Simply put, a large part of corporate profits come from old users.
Word-of-mouth marketing and virus marketing need to be used together. We often find that many old users like our products and they also like to recommend our products to others. However, this heat will only last for a while. So, how to continue this heat? The simplest way is viral marketing.
In fact, the process of virus marketing is relatively simple, that is, it keeps creating surprises and giving users extra stimulation, so that both seed users and fission users have a sense of participation and gain at the same time. A simple fission process is shown in the following figure:
In this process, two things are very important: first, the fission copy should be interesting, and the fission "interests" should be clearly stated, so that users are willing to participate with interests; The second is to issue a prize link after the task is completed. This prize should be given not only to the seed users, but also to the fission users. In this way, it is easy to form a fission open loop, and other users can continue to fission. In addition to viral fission, there is another way to retain users, that is, to continuously provide users with products or services that satisfy them.
Repurchase means that users buy a commodity and then buy the commodity or the brand’s commodity again. Repurchase rate is a very important indicator, which reflects users’ loyalty to a certain brand. Users have no obligation to be loyal to a brand. Only by providing better service and greater brand influence will users repeat purchases.
Another way to increase the repurchase rate is to continuously improve the brand’s influence. Users buy products, in addition to practical products, there is another reason is to identify with the brand. An important indicator of consumption upgrading is brand awareness. Many people choose brands first, and then products.
Therefore, how to strengthen product brand becomes more important. Strengthening the brand is not necessarily advertising. The best way to strengthen the brand is to constantly toss your products. With the rise of new media, let your products appear in places where users gather and brush more sense of existence. In addition, it is also a good way to enhance the brand by encouraging users to take more photos, increase their circle of friends and make more user comments.
It is difficult to succeed without explosives.Entering the Internet 2.0 era, do you find that the era of traffic bonus has become a thing of the past, with more and more netizens’ time and lower conversion rate? The cost of obtaining customers is getting higher and higher, but the unit price of customers is getting lower and lower; More and more investment in operation, but the repurchase rate is getting worse …
Many enterprises are faced with such difficulties: low product sales and a large inventory backlog; The phenomenon of market homogenization is serious, and a single product is not profitable and has no popularity; Traditional sales channels can’t move, and emerging Internet marketing games don’t know anything …
Under the fierce impact of the mobile Internet, how can traditional enterprises transform and upgrade, how can they break through the dark encirclement of traffic and avoid the fate of being shot dead on the beach by the back waves?
There is only one way-stick to the explosive strategy!
Today’s article is excerpted from the book "I make explosive products in Xiaomi: products that make users feel smart are good products".The author tells everyone with personal practice that explosives have patterns and can be copied. The author made a systematic review of his own experience in research and development and promotion of explosives in Xiaomi, helping enterprises to tailor explosives with their own topics, their own traffic and huge sales, helping enterprises to cultivate explosives genes, and enabling enterprises to have the ability to continuously build explosives and calmly cope with new challenges!
Kaohsiung Yong
The witness and practitioner of Xiaomi explosive products has more than 20 years of practical experience in product development. This paper puts forward the design of "smart key" of explosive products, and applies it to the startup advertisement of smart TV and the TV remote controller without numeric keys. Former vice president of Xiaomi TV and former senior staff officer of Xiaomi Group Staff.
He used to be an executive of Zhongxing Microelectronics, Shanda Network, Hisense and other companies.