If you read the previous article, I believe you have a general understanding that this operation plan is derived from the business laws of the market as "laws" .
The so-called business law means that a product must go through the stages of "birth, prosperity, decline, and death" . On this basis, market competition will inevitably go through: "supply war, price war, operation war, model war, capital war" and other stages , there may be some differences, but the overall development will be in such a competitive situation .
Then the core idea of operation is: to find a product in the early stage of the category, with an absolute price advantage, with the help of industrial dividends and new media dividends, concentrate all resources to bring a single product to the market, and achieve sales of 100,000 or even millions. In this way, the market threshold is broken down and a market effect is formed. Then lay out a series of products, use mainstream e-commerce platforms to undertake traffic for conversion, and do a good job in user operations for repurchase and fission .
5. Operation plan
With the previous basic cognition, the next operation plan is believed to be easier to understand. The plan is divided into four stages, and this time we will focus on the first stage.
I built a system flywheel for Phase 1 operations as shown below:
How to understand this flywheel? In fact, it is very simple. If you have systems thinking, I believe you will understand at a glance.
First: the ultimate single product
The ultimate single product is to polish a product. It is high-tech (high gold content, strong practicability), high-value, and cost-effective. Compared with similar products, consumers have a sense of screaming, and they feel a loss if they don’t buy it. .
Simply put, it is to give this single product an absolute competitive advantage in the early competition.
So how to find or produce such a product? In fact, this is very difficult, but there is also a methodology, but since this is not the focus of this discussion, it will not be discussed.
In fact, the most ideal ultimate single product is the product in the early stage of the industry , because most of the products are at a higher price at this time. At this time, you can directly break down the reserve price to gain an absolute price advantage for a period of time. If your product also has high technology and high appearance, then it is a very ideal ultimate single product.
For example, in the early days of Xiaomi, first of all, smartphones were in the air; secondly, for phones with the same configuration, Xiaomi was less than half the price of other brands, and most people would be crazy about it.
Second: social sharing
Social sharing is an important link ignored by most operators and marketers, but it is so important in the era of mobile intelligent Internet.
Simply put, it is to design social sharing elements on the product side, so that users have the urge to share as soon as they receive them .
For example, many people want to share or ridicule after reading Durex's copywriting. Another example is Jiang Xiaobai, who said it to his heart. Even if he doesn't drink, he has the urge to share when he sees it.
Of course, it will be very difficult to do this, it is related to product positioning, personality design, social talk and so on. Of course, these are all methodological. Here I recommend a book "Crazy Biography", which systematically introduces six methods, which can greatly improve customers' desire to share products.
Third: Precipitation of Enterprises and Micro
The so-called precipitation of enterprise micro, is to add users who have traded products to the enterprise WeChat through a hook , and then operate these users. This is very critical and involves the design and construction of the subsequent country email list business model.
So what is a hook? A hook is something that a customer wants to get, but only if the customer adds the merchant's WeChat to get it.
For example, when we usually buy something on Taobao or Jingdong and receive the goods, there will be a list of gifts, you can choose any gift, and the merchant will give it for free. But the premise is that you need to add the merchant's WeChat communication registration, which will add customers to WeChat unknowingly.