The term "new e-commerce" is becoming more and more popular. In the new e-commerce era, it is more and more difficult to do all kinds of business. As an LED lighting enterprise that wants to step out, in the Internet era, urged by the hot o2o, what rules need to be paid attention to in the face of the LED lighting market of new e-commerce, and what rules can even give you a good pull? The following points are listed for your reference.
Rule 1: whoever gets the "loser wire" gets the world
Most successful Internet products capture the needs of "loser group" and "grassroots", which is an out and out long tail market. Now people are becoming more and more "duplicity", claiming to be a loser, but in their bones, they want to be "white, rich and handsome", and hope others think so. Such people account for the vast majority of domestic Internet users. It is no exaggeration to say that what the "loser" people like is equal to what the people like. As long as you do the Internet in China, you must focus on it.
Example: the success of QQ, Baidu, Taobao, wechat and YY Xiaomi all proves that those who win losers win the world and dominate the Internet.
Rule 2: peddling a sense of participation and fan economy
One of the things losers care about is the sense of participation. It's better to "convey the sense of participation to the end": let users participate in product development. In one case, it can be customized on demand, and the merchant can provide products that meet the personalized needs of users;
Example: Haier's customized refrigerator
Another situation is to optimize products and participate in brand communication in the participation of users, which belongs to fan economy. By making fans, let fans spontaneously promote everything, because fans are not only users, but also "love" the brand. Some of them are fanatical fans and high-quality target consumers. Because I like it, I like it. I like it without reason. Once emotional factors are injected, defective products will also be accepted.
Example: for the film "small age", the online score of time is less than 4, but the box office has exceeded 700 million, which is due to the large number of loyal fans of Guo Si Niang.
Rule 3: user experience first
A good user experience should start with details and run through every detail. Such details can be perceived by users, exceed users' expectations and bring surprises to users, that is, the degree of "screaming" is often mentioned in class, so that users can enjoy themselves all the way from "entering the door" - "placing an order" - "receiving goods" - "after receiving goods"!
Examples: carved beef brisket, three squirrels, Ah Fu essential oil
Rule 4: focus, less is more
There was a physics experiment in middle school. A convex lens was used to focus the heat of sunlight. The accumulated temperature can make the paper burn. This is the power of focusing. Without that convex lens, even if you put the paper under the fierce sun, it can't burn. Whether the products of the enterprise or the vision of the brand are dazzling and difficult to make choices today, we should learn to focus. Less is more. I only take one scoop for three thousand weak water. One reason is enough for consumers to buy. The simpler it is, the easier it is to spread.
Examples: Fanke, roseonly, etc. (Fanke cut the number of SKUs from 190000 to 300, focused on the "shirt" that started in that year, and achieved success again. The positioning of high-end roseonly gives consumers a very good reason. The flowers produced by this florist can only give one person a lifetime.)
Rule 5: create strategic pieces that can be iterated quickly
The product can speak and iterate. The product can not only speak continuously, but also "infect" the people who use it to speak for it.
Products made with extreme thinking. 1、 "Grasp the point accurately" (pain point, itch point or excitement point); Second, "people should force hard" (develop their ability to the limit); Third, "keep an eye on things" (people who get one product get the world).
Through continuous attention to user needs and feedback, the "product" will be minimally invasive, so as to be closer to the needs of users for rapid update, even if there is only one point. You never know when many points may detonate immediately after superposition.
Example: 360 antivirus software, wechat (brother long is also a person who likes to force himself to death)
Rule 6: service and marketing
Just give two examples.
ALF essential oil: in addition to its value proposition, its service is much mentioned in class. Its chief surprise officer looks for potential "opinion leaders" in user messages every day and sends surprise packages to each other. Please imagine how the "opinion leader" will react after receiving them?
Haidilao: all the friends who have eaten it have a good taste. The reason why they are famous is actually because of its service. Every time they see the sharing of Haidilao in the circle of friends, it is how the employees are considerate and create surprises. Naturally, word-of-mouth spreads.
Rule 7: free is to better charge
This is no longer a secret, but has evolved into a model: basic free, value-added charges; Short term free, long-term charge. Use the free strategy to win and retain customers. The surface is free. In fact, it is "wool comes from pigs". Tip: not all enterprises can choose the free strategy, depending on products, resources and timing.
Example: 360 antivirus software, Xunlei, Taobao
Rule 8: stick to it
When quantitative change produces qualitative change, we must adhere to the "critical point" of qualitative change. Almost all Internet products, as long as the number of active users reaches a certain level, will begin to produce qualitative changes. This qualitative change will often bring new "business opportunities" or "value" to the company or products, which is the unique "miracle" and "charm" of the Internet. Recognize it, and start your "protracted war"! (tomorrow will be beautiful, so hold on until tonight)
Rule 9: use social media and word-of-mouth marketing
Social media should be the main battlefield of brand marketing. The chain communication speed of word-of-mouth marketing is very fast. Word of mouth marketing is not self talk. It must communicate with users from the perspective and in the way of users.
Example: Xiaomi and t-watch watches (the brand focuses on the circle of friends, causing more than 3000 people to forward through 10 wechat and 100 groups, and 18698 watches are pre sold in a single day)
Rule 10: small businesses should also have big data, and enterprises should also have big data
Users generally produce data at three levels of information, behavior and relationship on the network. The precipitation of these data is helpful for enterprises to predict and make decisions. The key of big data lies in data mining. Massive users and good data assets will become the core competitiveness in the future. Everything can be digitized. Enterprises must build their own big data platform. Small enterprises should also have big data.
Rule 11: your users are people with unique personalities
In the era of Internet and big data, marketing strategies and plans should be more accurate, and targeted marketing should be done for personalized users.
Example: (once online, the online and offline member accounts are opened immediately, and free WiFi is laid in department stores and other places. Once customers use it, it can be presented one by one according to the background data, such as customers' shopping preferences, and analyze shopping behavior and other habits, so as to realize the visualization of goods and inventory and achieve communication with users)
Rule 12: make good use of existing platforms
Traditional enterprises transform the Internet. When you don't have the strength to build an ecological platform, you should think about how to use the existing platform.
Ma Yun said: "suppose I start a new business today after the 90s. There is Alibaba and Tencent in front of me. I won't challenge it because I don't have the ability today and I can't have too much heart."
Example: many merchants who set up shop on Taobao tmall.
Rule 13: let the enterprise become a platform for employees
The organizational changes of Internet giants focus on how to build an internal "platform organization". "Other organizations" always obey others, "internal self-organization" is to change their own lives and innovate themselves.
Examples: Haier (making employees their own CEO), the spin off of 25 business units of Alibaba and the adjustment of 6 business groups of Tencent are all aimed at giving play to the platform role of internal organizations.
Rule 14: think on the Internet and innovate boldly and subversively
Both traditional lighting enterprises and emerging led enterprises involved in the Internet should actively embrace change and boldly carry out subversive innovation, which is the inevitable requirement of the background of the times. A truly awesome person must be a cross-border person who can find his own coordinates at the intersection of science and technology and Humanities at the same time.
A truly powerful enterprise must be an organization that holds users and data resources, can maneuver and dare to innovate across borders. If you dare not cross the border, someone will cross and rob; If you don't cross the border, someone will let you "cheat".
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