If you just do what you are good at, you can only maintain the status quo and increase linearly at most. However, whether it is the development of human society, enterprises or individuals, if we want to make a breakthrough, the process must not be linear, but leap. For example, human beings invented the steam engine, social development took a step forward, and human beings invented the computer and took another step forward.
In marketing, if we want to make great progress in business, we should also look for a breakthrough similar to the steam engine computer.
Let's break down the business, and earn money = (selling price-cost) * flow * conversion rate * product strength * rule.
Therefore, looking for a breakthrough lies in six levels: price, cost, flow, transformation, products and rules. These six levels can be interrelated, such as reducing cost and price, reducing price acquisition process and improving transformation.
Upstream industries are generally the only place for peers, so those who have the right to speak in the upstream are generally arrogant. If it is a powerful company, it will also hold the upstream resources in its own hands.
There is also an internet concept: three-stage rocket strategy. Simply explained, the first stage rocket: get a lot of flow through the drainage products; Secondary rocket: from flow to specific products and scenarios; Finally, direct commercial realization.
The most typical example is 360, which accumulates a lot of traffic for free through anti-virus software, then precipitates it into products such as browsers and use assistants, and finally realizes it through advertising distribution of these products.
The three-stage rocket strategy sounds quite high. In fact, to put it bluntly, it is to open the traffic portal through one product and then pass it on to other products to make money. Similar to the product mix we mentioned before, it is drainage money, profit money and image money.
For example, the most common and simple thing in life is that the express station has a large passenger flow, and then it is connected to a small supermarket to make money; For example, do self-media, get fans through free content, and then realize live broadcast.
In fact, on the other hand, this is also an idea. Your supermarket and your live broadcast are all ordinary, so where do customers come from? Maybe you need a product, open the traffic portal first, and then consider realizing it. Of course, this product is conditional, either free, high frequency or just needed, otherwise the entrance will be difficult to open.
For example, some early education institutions, the new way is too simple and rude. When I got a call from my parents, I blew it up and sold it. There is nothing to say except the experience class. But some organizations that do well will export valuable content and establish contact with parents. Parents and customers gradually understand the professionalism of the organization from these contents, which is of course much better than the conversion rate of those crazy advertisements.
Generally, small companies do not have the ability to enhance product strength, or the cost of enhancing product strength cannot be borne by themselves, so it is unrealistic to want to have too much advantage in product strength.
However, it is not necessary to make products that have obvious advantages over competitors. This may also be an opportunity to create new things through sketching. After innovation, if the effect is good, competitors will definitely follow suit, so we should continue to innovate after innovation.
Class innovation is not necessarily something that no one has done. Maybe it's just old wine in new bottles. Du is a top expert in this field, such as Small Pot of Tea and Good Memory Star. None of them are not available in the original market, but are reproduced in another form. There are also self-heating hot pot, dancing socks and so on.
I have had contact with a company that makes high-end tea sets. A few years ago, at an auction in Hong Kong, Amin Chenghua Doucai Chicken Cylinder Cup was sold at a sky-high price of 280 million yuan. The news was very hot at that time. The company launched the same chicken cylinder cup for the first time and gained a lot of sales at one time. At the same time, we also obtained a lot of customer information through this product. Soon after, the chicken cylinder cups began to flood the market, and the quality was mixed, so it was difficult to make them again.
As for the price, it needs to be decided by the cost and the market. There are only three kinds of price attacks:
Ordinary low prices are easy to cause price wars, and harming others is not a good move. Novada
Generally, only brand premium can be used for high prices, such as big brands, luxury goods and so on; However, moderate prices are acceptable. If the price is set higher, the profit will be higher accordingly. After all, some people think that cheap things are not good. We can look at the impact of price changes on sales, draw a price-sales curve, and then find a point where the multiplication of the two is the largest, which is the appropriate pricing point. The scientific name is "price elasticity of demand". Interested friends, please read my previous article about "price war".
There is also a low price, but it is a low price that breaks through the bottom line of the opponent's price, so that the opponent can't play with you at all. There are only two ways to play this game, either with the help of management or low-cost control.
This kind of games usually use low prices or subsidies to seize market share first, so low that opponents can't follow the cards. After grabbing the market, they will slowly harvest. Many internet companies play this game. Burning money in the early stage is euphemistically called the education market, in fact, in order to seize the share.
Cost control can not save much money by other means, mainly in terms of scale. Only by expanding the scale and increasing the quantity can we save costs. With quantity, we can gain better bargaining power in the supply chain and dilute the cost. For example, in a central kitchen, the cost of supplying ten restaurants is different from that of supplying five restaurants. So some people say that many big bosses only do two things, that is, find someone and change money.
Only by finding money can we expand the scale and then dilute the cost. In addition to finding an employer, you can also find like-minded people. For example, in the early days of Huawei's establishment, there were joint ventures with many enterprises, and some enterprises would have joint ventures with their own distributors. After all, where his money is, his mind is there.
Rules can be policy environment, such as not touching things that some countries don't want to do, hidden rules of business, or inertia of traditional thinking. This has always been the case, but it may not be the case.
The tortoise can't beat the rabbit on land, but the rabbit can't swim in the water. The tortoise wants to hit the rabbit, either dragging the rabbit into the water or finding a stump to let the rabbit sleep.
For example, Ding Yuanying manipulated the audio of metrical poems and deliberately lowered the price. Dig a hole for Lesheng Audio or give 360 an example? When all competitors are engaged in product development, others are engaged in free, that is, changing the rules of the game to play with you.
It is said that Degang Guo's disciple Tao Yang can sing Peking Opera. Don't sing those famous Peking Opera jokes, because those famous Peking Opera jokes are too familiar. Any old amateur can sing for decades. What can he say about you? If he wants to sing, he can sing what others can't.
That others can't say anything.
There is also a tricky trick in the rules, that is, set your own standards and define yourself as good or bad. Because others are not easy to believe in bragging, it is better to say standards, so that everyone can agree with the standards of good products, and then their products just meet this standard.
For example, natural pasture is a good milk source, pure natural water is good water, and people who can't sing Taiping lyrics are not good crosstalk performers.
In some places, others have made rules, and we can only play according to their rules within our sphere of influence. We can see that all young upstarts started their careers with the help of the new Internet industry. Even today's young people are looking for a job, preferring to deliver food to the factory.
It's not that traditional industries can't work, but that the dividends in traditional industries are eaten up by those who get rich first, and the rules of the game are made by the old guys. It's hard for young people to get a slice of it, so if they want to get ahead, they can only work hard where the old guys can't get it.
Related Q&A: Related Q&A: What is the marketing idea of Internet integrated marketing? The focus of integrated marketing lies in marketing, and the means is to integrate resources.
There are two main purposes of enterprise marketing: the promotion of traffic and the promotion of brand.
The correct marketing idea is to go inside first and then outside. Enterprises should constantly tap their own advantages and two points in the early stage, and then complete the overall layout of enterprises based on the attributes of products, services and brands to prepare for the arrival and transformation of traffic in the later stage.
Common marketing concepts are as follows
1. Product trial or service experience; In this way, when accumulating seed users, we can use free mode, low-cost mode or customized mode to complete the accumulation of seed users and personalized users, and complete the iterative upgrade of products under the interactive feedback of seed users to form a good word-of-mouth communication.
2. Adopt the strategy of high price for some products and low price for some products, so as to greatly differentiate products and enhance customer acceptance. High-priced products can also be competing products, which can highlight the cost performance of some products and the high quality of some products (high-priced products are their own products, and the added value can be improved from the aspects of workmanship, packaging and material selection).
3. Take advantage of the trend: create stories of products or brands, make brands easier to remember, distinguish the origin, history and regional characteristics of products, create added value and characteristics of products, and make products more likely to occupy consumers' minds. Localization services and other advantages, two-way cooperation with local differentiated brands, cooperation with the government, landmark institutions, to achieve a win-win endorsement.
Common methods of integrated marketing:
In short, it is the essence of communication to do a good job in products and services.