No matter what kind of business model, products must be core competitiveness. The core point is that this product is what the market needs, not our own YY. So just need will become the first big factor.

Therefore, I have always advised many brands to choose a mature market, at least to prove that this market exists, but the competition is relatively large, others can do it well, and I believe you can do it well.

Some people always want to choose the blue ocean market, but the blue ocean market has a big problem, that is, does this market really exist? Even if it does exist, the cost of education in this market is quite expensive.

For both, before I have any special ability, I suggest choosing the former, because all success =90% imitation+10% innovation, as long as I follow the development of the market, jog in small steps and iterate quickly, I will definitely have my own world!

Step 2 consume a lot

The so-called mass consumption refers to products that both individuals and ordinary people can use, such as masks, shampoos, laundry tablets and so on. They are products that everyone and every family will use.

There was no problem with this product selection strategy a year or two ago, and now we choose this product. First, the market share is already very high, but this product is basically out of date, and the people in the store have already laid it.

In this regard, I suggest to choose products with clear user portraits at present.

For example, I came across a product for treating diabetes before. Although the whole market is small, China has a large population and the whole market is not small. Moreover, the user portrait is very clear, that is, diabetics.

Moreover, we found that the probability of a diabetic in the WeChat circle of friends is 7 times that of ordinary people!

Another example: jewelry manufacturers. It is also a high-end crowd, and the crowd is very accurate, not ordinary mass consumer goods. It belongs to luxury goods, but there are also many rich people in China. There are so many drivers on the main road that none of them are yours. Explain that the living standard needs to be improved!

3. High frequency consumption

Why high-frequency consumption?

Because the WeChat business originated from the sharing economy, I bought a good thing. If I bask in my circle of friends, someone will buy it. And it must be a product that I think is particularly good. To have a good experience, it must be a product with high frequency of use.

Moreover, WeChat business follows the law of "agent is user", which is one of the four laws. Our agents are users themselves. Under normal circumstances, the internal friction of the agent team in the WeChat business will account for more than 30% of the sales of the whole company. So this is not a small consideration.

Only by doing this, the agent will highly recognize the products and have lasting power!

4. The recovery rate is very high

In the so-called high repurchase rate, it is often a result of satisfying two conditions: 2 and 3. If the high repurchase rate is not reached after 2 or 3 years, then the product is problematic.

Because customer loyalty is not high enough, the turnover rate of agents and users is high. If you meet the high repurchase rate, then this product must be deeply rooted in people's hearts.

Many people don't know that the repurchase rate is high and the repurchase period is long.

The recovery rate refers to the probability that the product will be purchased repeatedly after purchase. The repurchase cycle recognized by many people is the repurchase rate. The repurchase cycle of many products is relatively long, but it does not mean that the repurchase rate is low.

For example, Apple 7 mobile phone. Repurchase cycle In the case of no accident, the repurchase cycle is one year and the repurchase rate is 0. But the recovery rate of the whole Apple mobile phone is close to 100%. Because users who use Apple rarely return to Android.

Another example: bras, underwear, too, the repurchase cycle is longer. But not necessarily low recovery rate.

The core selling point of bra is immediate effect, which I will elaborate in the sixth point.

5. The premium space is high.

Only products with high premium can agents make a profit. Because the core appeal of being a WeChat business agent is to make money, not how good the product is, the profit margin of the agent will become the core point of his choice of products.

However, for some categories, the premium space is limited, so there are solutions, such as reducing the agency level and improving the additional attributes of products.

6. Direct results

The so-called immediate effect means that the effective time of this product must be short, and it can have an effect in a short time. This is about the perception of product value, how to make customers quickly perceive the value of products!

For example: the bra mentioned above. At this point, I want to explain that the core factor of bra's popularity is that this product captures the core demands of users, not the superficial needs.

All bras are based on health, breast health and comfort. But the core appeal of users is breast enhancement!

Because breast enhancement and weight loss are the two core demands of women in China. But I dare not do surgery, nor can I make a mat. Eating, drinking and rubbing have no effect. Then gathering bras is the simplest solution. It gets bigger as soon as you wear it! Career line soared! So even if it is expensive, some people are willing to pay the bill on the grounds of health and comfort!

Another product is brown sugar ginger tea. I knew this product was the same as ginger tea when I was a child, but I didn't know it was effective for dysmenorrhea until I grew up.

For women, dysmenorrhea caused by cold uterus is a problem. The products that are usually nursed back to health are generally more expensive and the effect is not obvious. The product has low cost and good effect. It is a problem that modern women can solve.

Two days ago, a friend came to me with a product and said that my product had a good effect on women's aftercare.

I asked him: If I feel pain, can it take effect immediately?

He said: No.

I asked again: when it didn't hurt at ordinary times, it was expensive for you to let me recuperate. How many women can accept it?

He said: Do you want to accept it?

Me: If you must make this product, then your user portrait must be a married woman who has given birth to a child. Only such women have the ability to spend and the idea of nursed back to health. Young girls are not your customer base.

He felt that it made sense, so he went back and re-selected the product.

. . . . . You said I had to sell one less system! Hey. . .

abstract

Doing WeChat business, choosing the right product is half the battle. Of course, in the process of selecting products, in addition to the above six core strategies, there are two aspects that are also very important, that is, people. A product will be a career. And if a person wants to make achievements in an industry, he must

Summary meets two conditions: first, I like it; Second: good at it.

Both are indispensable. Only by doing what you like and are good at can you achieve something!

First of all, if you like this industry, but you are not good at it, then you must be the best teacher who is diligent and interested, and you will certainly achieve results.

Secondly, you are good at this. If you are good at a field, then forcing you will have results. If you're not good at it, you're nothing at most!

I have always believed in talent. Only if you are talented in a certain field can you stand out from the crowd, otherwise, if you work hard, your grades will be average and you won't be able to do much. It is better to choose a new field to play!