When it comes to explosive products, the first thing I think of is catering. For example, there is little difference between products on the market, so it is not a pain point. Of course, there is still a lot of work to be done. Whether this product is needed in the market, whether consumers have pain points and whether the pain points are strong, we must find first-class pain points. Whether there is this product on the market is not a pain point, not a pain point. We must grasp the core.
After finding the pain point, how to make consumers think that this product is yours immediately after seeing it? Here we will talk about the role of the value anchor. What is a value anchor? There is a word in psychology called. Anchor sinking effect? It means that when people judge someone or something, they are easily dominated by the first impression or information, just like an anchor sinking into the sea, fixing people's thoughts in a certain place. The value anchor is to find the value anchor point for users to judge a product from the dimensions of user pain points, product screaming and explosive marketing.
How to establish a unique positioning in users' minds, so that people can see Head & Shoulders = dandruff, Joy = jelly, Gillette = razor, etc. The key factors to achieve a perceivable user experience must be directly perceivable. Furthermore, to move the knife in the value chain is to do subtraction around the user value chain, reduce the price difference between middlemen and directly face users. Whether a product can give you word of mouth or not, this is whether the product screams or not, and it is said that sales are king. In fact, the core is the product. The product is 1 and the sales volume is 0. Without 1, no amount of zeros is valuable. This will have a lot to do with data traffic. What kind of products and forms of products users like can be seen in big data. Through deep mining, we can know the best user experience, and make the products do the best through rapid iterative updating. There is no perfect product, and everything is a beta version. On the other hand, it reflects whether users often come to buy and whether the repurchase rate is high enough.
If a product wants to become an explosive product, the pain point to find the user is the accelerator, the screaming point to find the product is the engine, and the monument to detonate the user is the amplifier. As I said before, the product is 1 and the marketing is 0. There is no 0, only one 1. Ultimately, consumers still don't know who you are. The best three detonation tools are: a core user group, user participation, event marketing, including opportunity marketing, star element, virus marketing and so on.
To create explosive products, we must have the above elements, find pain points, seek value anchor points, dig deep into data traffic, make products to the extreme, and detonate products at the right time.
On the second reading of the explosion strategy, I think explosion, flow, pain point and extreme are the core keywords of this book, which represent strategy, goal, method and attitude respectively, and provide reference for our business action thinking in the face of new life, new retail, new normal and new lifestyle.
The essence of strategy is the way of thinking. ? Explosive? The essence of thinking is strategic thinking. From the company's autumn sugar release 133356 strategy, put forward? China's Chief Global Wine Industry Integration Platform? Company strategic positioning, to 12.9 chain channel strategic communication meeting, 1000? E cosmetics hui? Issue the policy of 123456 and put forward it? Wine life city comprehensive service organization? Channel strategic positioning and measures. We hope, first of all, to form a comprehensive and knowledgeable strategic thinking between the team and customers.
What does this book revolve around? Explosive? Among the many cases told, net bag cleaning left a deep impression on me. Teacher Zhang has been to China to share food with you. He and his contemporaries, Huang Taiji and Luo Ji, think differently. Is this his story? Nirvana reborn? . Its strategic adjustment can provide some clues for us to sum up our strategic thinking: strategic thinking is based on adapting to the market business model, having a deep understanding of market trends, being forward-looking, being brave in denying ourselves, constantly innovating, starting from customers, meeting and even creating needs, and going through fire and water.
Consumers are the core of the strategic plan. ? Flow? The essence is to quickly and continuously revitalize customer liquidity. Create explosive products to get traffic, pain points, explosion points, screaming points, to find, release, amplify, and quickly realize. Xiaomi patch panel has produced results in nine months, which is a model of Internet action. At the 12.9 meeting, we made it clear that? Consumers/shoppers? It is the core of the work of a famous Zhuang Hui, distributor and store, and clearly puts forward eight key points for future work, such as the deployment of stores, prices, product mix and other important work. But what are we missing?
Pain points and extremes. These modern expressions have corresponding working attitudes since ancient times. When you walk into Tongrentang, you can see its culture or values at a glance: although the processing is complicated, you won't dare to save labor. Although it tastes expensive, you dare not reduce your manpower. . These are all things that we lack or lack. I still remember the first time I went to a direct store in Beijing to discuss with you. As a shopper, I feel that there is something missing and something more: I lack the atmosphere created by my sense of smell, such as the memory of oak and fruit; There are some things that I can't perceive, such as complex brand advertisements on the shelves. Later, we added spices and hot red wine, and SI will also be adjusted to simple vision. We all believe that from the first point of view, there will be more and better addition and subtraction in the future.
Summarize several good ideas in the book, which is also the key to our promotion and improvement. We will discuss them at the next departmental reading meeting:
1, insight Where does the keen product sense and creativity come from? I feel that our department's ability to collect data is insufficient, especially the data sources for judging consumption trends are insufficient; Lack of professional ability to understand and mine data; Insufficient awareness of market and store research, or insufficient ability to explore access feedback; Store data analysis has not yet started. This is not only the channel department, but also the necessary homework of the brand and marketing department. Otherwise, in the design communication with SI company, in the promotion communication with brands, and in the regional business planning, we rely more on our experience and historical practice!
2. customers. Whether it is the business relationship between consumers, shoppers or dealers, we are trying to build trust. How to build it? I quite agree with this sentence in the book: word of mouth is to exceed customer expectations!
3. mechanism. Flow pattern, the core is flat and vertical. Starting from the user value chain, what are the products with width 1 m and depth 1 km? . The strategic goal of the company's wine in 20 17 years is to occupy 3-5 seats in China TOP20 products. It is the company's goal to concentrate resources and break through explosive products, and it is also the goal of 1000E chain channel.
4. management. In the fourth quarter of 2065438+2006, our department used auditing to regulate the market for the first time. Be recognized by the company and the region. Headquarters must take management responsibility for the areas of positive incentives and negative incentives. It is mentioned in this book that Tencent has also experienced the survival of the fittest in the process of building explosive products. Tencent's strategic development department reduced or deducted investment resources for departments that controlled promotion resources and reduced click satisfaction, and increased investment for promotion departments.
5. Collaboration and learning ability: this is a problem that must be paid attention to in the development of the department, and I will lead you step by step.
As shared with you in the theme report of 12.9, the concept of this book is similar:? All consumption, in the final analysis, is emotional consumption; All savings, in the final analysis, are time savings? . The value creation of consumers and the robbing speed of the Internet should be the code of conduct and values of the future development department of Mingzhuanghui.
After reading "Explosion Strategy" for the third time, I feel that many Internet companies have strategic methods in business management and product sales. The book focuses on the explosive thinking of many well-known companies such as Xiaomi and Huawei, and puts forward many original opinions.
Jin Cuodao put forward the concept of explosive product strategy by comparing entity giant companies with well-known Internet companies. He pointed out that in the past, brands were king, channels were king and scale was king. Now, commodities are king, users are king and word of mouth is king. In the traditional industrial era, goods were spread through trust letters, and trust started from the company and was for the sake of customers. Internet companies are more pure, user-centered, think from the perspective of users, and rely on an extreme willpower to build a value anchor that users can perceive.
What are the innovations of super products in the Internet age? User-centered? The elements of success are no longer factories and channels, but killer hardware experience, killer software experience and even making users become fans.
Three basic elements of explosives. The first is the ultimate item. The second is killer application. The third is explosive word-of-mouth effect.
This paper discusses the flow problem. Due to traffic compliance in the Internet age? Dark forest? Law, the core of explosive products lies in user value. Only with user value can there be a large number of users, and it is possible to establish a business model on the basis of a large number of users.
The essence of all business is mobility. Some emerging creative companies eventually failed because they could not control the flow owned by large companies, that is, customers, and were eventually acquired by others and became the wedding clothes of others. The explosion of technology has added too much uncertainty to this dark forest. Today's brilliant yellow flowers will soon become tomorrow's yellow flowers. Moreover, the opponents are not fixed or even cross-border, and the cross-border opponents are the most terrible.
Jin Cuodao discussed how Internet companies cast value and correct marketing. He systematically analyzed some important Internet concepts, such as high frequency and low frequency, looking for outlets and creating unexpected word of mouth. Taking Running Man, Zheng Zheng and Fan Bingbing as examples, it vividly shows the changes of marketing purpose and marketing form.
Throughout the article, the owner carried a lot of dry goods, which can be said to be instant learning. For example, the golden triangle rule of creating explosions, the first is the pain point rule, how to find the first-class pain points of users; The second is the screaming point rule, how to make products exceed users' expectations; The third is the law of explosion, how to detonate marketing through the Internet. There are also the core weapons of Tencent's micro-innovation, that is, the three key words mentioned by Ma: user experience, rapid iteration and grey mechanism, which are extremely valuable experiences and methods for any company. It should be said that great changes have taken place in the company's production, publicity and sales methods. As long as we set foot in this field, we must understand these new elements and keep pace with the times.