Why do you want to explode?
Source: Operation of Heartworm (Micro Signal: Huadachong 1986)
Author: Flower Beast
The effect of explosion on drainage
"The term "explosive model" comes from e-commerce". It refers to a single product or a type of commodity that has a particularly large sales volume. It obtains traffic by creating a certain star product, and then does the next purchase conversion.
Explosive operation ability determines the ability to absorb traffic.
We often say that 10W+ readings are explosives, and in fact, they are in line with the logic of exploding goods. Often, an explosion can bring a lot of fans. This is why everyone is keen to chase hot spots.
Take my own number ("Big Bug Operation Sutra" (huadachong 1986) as an example, every time you send a high-quality article, you can bring a large number of high-quality fans.
Category logic behind explosion models
Retailers create different role models based on their different categories of contributions. Explosive models are exactly the category of traffic within the category structure and play a role in attracting passengers.
Retailer's category framework model:
Flow category:
The category that attracts customers to come to shopping contributes a lot to the sales volume, but usually the price sensitivity is high. Therefore, the low gross margin is usually a high-exposure category and can further promote the sales of other categories.
Flagship category:
The retailer's logo represents the retailer's brand and image. The customer makes the retailer the preferred choice for this category. The huge sales and profits require the retailer's long-term continuous investment in more resources than other categories.
Profit category:
Compared with the target flagship and attracting passenger flow categories, the lower price sensitivity to compensate for the gross profit of attracting passenger flows, has a higher profit margin. Most of the time, the existing passenger flow of the retailer promotes sales.
High conversion category:
Usually for niche markets, categories that are conveniently purchased or need to be repurchased often have higher profit margins, and lower price sensitivity relative to the target flagship and attraction class is driven by the existing passenger flow of the retailer in most cases Sales
Emerging potential categories:
The current sales and profits are not high, but the overall market is growing rapidly. There is already a passenger flow to promote the sales of resources that retailers need to invest more in their share of growth than their sales contribution to promote their further development.
What is the flow category?
"Traffic category" comes from the line of business super, mainly those who attract passengers.
What are the characteristics of the flow category?
With high sales volume, low unit price, high price sensitivity, low gross profit, strong versatility, and regular season, it is usually a high-exposure product category, which can further promote the sales of other categories. For example, the book is for Jingdong, and the movie ticket is for group purchase; online supermarkets and shopping malls are the first to attract the attention of consumers, and the “heavenâ€, “geographical†and “people’s†varieties of “heap†products are actually Is the flow category of the supermarket;
Why did Jingdong make a book?
Jingdong's core category is 3C, which is a high customer price, low-frequency consumer category, in order to increase the user's purchase frequency, develop user stickiness, Jingdong chose to enter the book category. The book category is typical, high frequency, low price, and versatility, which is of great help to improve user stickiness and purchase frequency.
What do you want to subsidize the shadow ticket?
The movie ticket plays a role of flow category in the process of the group buying website; in addition to the following: McDonald's, KFC, Wei Duomei and other stores cover a wide range of businesses, and general-purpose merchants are also used as a flow category widely used to pull new.
From 2013 to 2015, we saw a large amount of subsidy in the group purchasing industry concentrated in the movie and restaurant categories, subsidizing the manufacture of ultra-low-cost explosions, and pulling users from the line down to the line;
Create Explosive Funding for B-End User Acquisition
A platform often faces the paradox of chicken-and-egg chickens in the early stages of development. On the one hand, it lacks the B-side supply capacity, and on the other it faces the problem of how to obtain customers. Without high-quality supply, it is difficult to obtain customers. There is no user size and The transaction volume is difficult to talk about high-quality supply. What should be done if there is no money and no resources at the beginning of development?
It is a very good market breakthrough to create explosion models and create benchmarks and star merchants.
Time back to 2010, the beginning of the thousand missions, the first single Jackie Chan Yaolai Cinema single movie ticket 29.9 yuan, on the line will become explosion models. Wukesong is a very remote Jackie Chan Yaolai movie theater is also so unusually popular, when the people who went to line up to see the movie from the 2nd floor of the cinema to the first floor, or even directly to the edge of the road a few kilometers away, the rapid opening through this single rice The situation.
Since then there have been benchmark merchants, and there have been cases when they talked about other merchants. Investment promotion will be easier. At the same time, a large number of users will be acquired through this short time, and the original initial accumulation of the platform will be completed.
In the early stage of platform development, how to focus all resources on a single point and have an explosive effect at one point will help the platform quickly overcome the initial cold start.
The same reasoning applies to other industries.
For example, in the early stages of development, those settled stars, such as Kai-fu Lee and Keso, were equivalent to their “explosive models.†The arrival of these superstars attracted the first wave of high-quality users and ensured their presence. The first batch of quality questions and answers.
When doing community operations, the top opinion leaders of the pyramid are their "explosive models."
An educational platform, star lecturer is their "explosive money"; through a one-off explosion case to attract more people at both ends of supply and demand, so as to enhance the platform's overall trading volume.
Explosive models have a huge effect on C-end users
Users need an entry point for the recognition of a new platform. Explosion is a very good entry point for users.
Allowing users to quickly generate a first transaction will only have the opportunity to form a repurchase and retention to bring more sales conversions.
When Baidu was responsible for the operation of glutinous rice, I did a lot of explosions, such as eating a McDonald's for a dime, eating a KFC with a dime, watching a movie for a dime, eating a dime for a dime, etc. Highly-sale, low-price, user-friendly merchants with high price sensitivity, versatility, and age-appropriateness.
Through the landing of such one after another explosives in various cities, the number of new passengers in each city has been rapidly increased to rapidly increase the market share of the city.
Unlike e-commerce, O2O is very strong in the region, and there are few companies that have stores in the country like McDonald's and KFC, and they provide standardized services. Therefore, the ability to pull out such explosive funds is not strong.
Creating explosives plays an important role in improving the team's operational capabilities
In the initial stage of construction, an operating team needs to develop the following aspects of the team's capabilities by creating single product explosion models:
Refine product core selling points and product packaging;
How to do a good job of channel promotion;
How to increase traffic conversions;
How to price promotions, planning activities;
How to do a good project management and coordinate the efficient operation of each team;
A good operating team must first learn to sell a single product in order to learn how to run a good category, and then the B-side and C-side operations are good, and ultimately a good platform to operate.
Constantly accumulating experience in winning battles, winning a big win and winning a big victory, and doing more things will be more concise and more capable.
Through the process of creating explosives, the training team's ability to recognize products, the industry's cognitive ability, the ability to plan activities, the ability to understand the flow of transformation, the ability to promote the project, and the ability to manage the entire project .
I have done a successful case
One day, after receiving a mission, there is a case in which assets have to be sold out within three days and the time is heavy. How can this be done?
The average team faced this situation may be more flustered, but my team of small partners face this kind of thing, has long been accustomed to, well-established. They generally do this.
First, a meeting with the asset team's classmates will be held. Discuss what the characteristics of this asset are, what kind of selling point is there, whether the interest rate is high, how long the term is, and whether it is transferable. What are the advantages compared with other products in the current station?
Second, determine asset pricing and promotion. To sell such a large asset in such a short period of time, we must definitely make a comparative advantage in pricing. Look at historical data in the past, what is the sales speed in the range, and whether subsidies should be made.
After determining these things, they began to take separate actions. The asset team is responsible for pricing and placing orders; the small team of the operation team is responsible for the activity page, material production, writing promotion documents, and arranging channel promotion;
Then: on-line traffic promotion, read the data at any time to do material adjustment and location optimization.
Propaganda copy should be concise, effective, and less sophisticated.
As shown below:
1, free iPhone, SLR;
2. 100% winning for the first time.
One of the copy papers is enough to attract users to click.
The operation team should have such a table in hand, about what position, size of material, how much flow per position, conversion rate, what level of activity should use what resources, at any time to prepare for the occasion;
Finally, look at the data and summarize.
Look at the sales data, look at the data of each channel, see the conversion rate data, look at the data of the activity page; analyze the problems and deficiencies in each operation details, which are the need for optimization and improvement, and what is good for the next time. use.
In this way, the team is always on a positive cycle.
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