Powerful business

Adult supplies are indeed suitable for online sales, and now has not formed the brand Mall, is a good time to enter. In powerful's physical store, it is more of a humorous and practical, ornamental product.

Powerful's concept was born before Ma Jiajia and Wei graduated, with two classmates planning to open an adult shop in small talk, just because the plan was fun. The business plan was soon completed, after funding, start-up funds are soon in place, two months later, powerful in the entrance of the Communication University of Communication opened.

Instead of being an adult shop, Ma Jiajia is more than happy to define powerful as a fun gift store. Just one word of the difference, it means that powerful consumers and the use of the crowd is no longer the same group of people.

Ma Jiajia is well versed in the transmission of the sense of proportion and the setting of the spread of the situation: in China such a long-term repressive country, the online subculture spread, with the online under the skills of situational settings and guidance, it is possible to make this involved in the user's private products appear less embarrassing.

Ma Jiajia Plan, in the model shop after the mature, and then build Online mall, and SNS with activities to open sales.

Product Fun help Spread

In the powerful of several key words, the first one is fun. Product fun, only topic, conducive to dissemination, but also allows buyers to a more "justifiable" way to spend money. So even if these products have a lower gross profit margin, and the incision, the user base is relatively small, Ma Jiajia will also be included in the first article of the memo.

Straighten out the product end, is Ma Jiajia first to solve a big problem.

The market of sex products is mainly divided into male market, female market and homosexual market. By contrast, the female market into the category more rich, to appeal to underwear as the representative of the uniform, underwear belongs to the clothing market, spice powder belongs to the cosmetics market; the homosexual market from the functional point of view, the majority of the posterior chamber products, and the male market can be roughly divided into no partner of "cock Market and the market for ancillary functional products, mainly for people over 35 years of age.

Generally speaking, this vertical field involves more and more fields, which leads to the difficulty of controlling the supply chain in the back end.

Ma Jiajia on the internet for a full one months of adult products Web site, and field visits to spread in the alley in the adult health shop, after roughly straighten out the key to powerful selection: do good quality, beautiful appearance and have the dissemination of products.

In the sale of adult products, masturbation device belongs to just need products, and the Chinese origin of such products have never formed a strong product brand, sellers tend to use consumers to make quick and timid psychology to obtain high profits, and consumers of such products, often blindly pursuit of simulation, ignoring the safety and quality of products. But Ma Jiajia in the beginning of the opposite, not powerful sales of such products, the reason is "too naked without beauty, not conducive to the construction of brand image." And those who appear to be highly profitable inflatable dolls, not only the poor quality, and occupy inventory, powerful do not do. In addition, the drug needs strict access qualifications, powerful will not be involved.

In powerful's physical store, it is more of a sense of humor and practicality, ornamental goods. For example: the airplane cup with ornament shape, the outer packing is made into Durex's chocolate, the condom key ring designed as the appearance of Hello Ketty packaging, and edible body powder. A "black Fungus cultivation Practical handbook", is Ma Jiajia from the watercress on the Amoy, also put on the shelves, often let pass people smile.

Before the founding of powerful, the electric business Circle has a colorful valley, spring Hall and other pioneers, and the industry's confusion, frequent security incidents and national policy restrictions on a wide range of conditions, resulting in an embarrassing situation, these companies like frightened, ready to the next product or adjustment category.

In Ma Jiajia's view, the adjustment of the industry is very delicate, go bad is called pornography, but walk well can become the country's urgent need of civil institutions, the key lies in the spread of good or bad, and aids, knowledge, such as the positive color of the move, is to spread itself, to build a good brand.

Online communication: ambiguous + Entertainment

Food color sex is also a secret industry, but also in the small circle of the most rapid transmission, which means that the sales of online officer network, SNS Interaction and online persuasive marketing needs to use very different means.

In the Internet sector, the use of users to peep out the private mind, a large number of "sexy little secretary" and blunt pop-up ads are still common, this very Internet-style webmaster diversion method Once obvious effect, but extensive, very easy to cause damage to the user experience. And some of the electronic business site in the display and promotion of products, also tend to prefer the use of pornographic words and images. In Ma Jiajia's view, this traditional way of marketing has long been outdated, they apply to the information is extremely blocked, most users of adult products sites as soft pornographic sites of the era, but in the increasingly open information today, if still follow this way, not only to build brand no help, the role of sales is increasingly weak.

Make most of the power of the consumer goods have the suffering of the word is that the regular Baidu keyword and other promotional methods in the category of adult products are subject to a lot of restrictions, even in Taobao, adult products audit is far more stringent than other categories, powerful to build brands, communication is one of the important link. The normal way to go, through SNS, to entertainment to promote, it becomes a survival must kill one of the techniques.

Online, SNS transmission channels have more private micro-letter and less private micro-blog, channels are different, resulting in a suitable content of the spread of the different.

In the micro-credit communication, the relationship between the user and the brand is one-to-one, based on this feature, Ma Jiajia to create a "knowledge of the Universal" club-style media, through the issue of the Subscriber counseling, powerful played a role in the initiation of sex education teachers. It is reported that, most of the time, Ma Jiajia one day to receive 4,000 questions, remove those with flirt color, she still needs non-stop to reply more than 2000.

The most effective means of transmission is still Sina Weibo. The industry itself burst and laugh a lot, however, how to use a vague way to win the smile of the fans, but the need for good creative ability. In Ma Jiajia's view, even if the selling point of the commodity is erotic and love, but too positive description can only be presented in the shop, to get the spread, you have to give up the brand love the self-styled high handsome image, Micro Bo do not seek conversion rate, only brand recognition, "engage in the base, 3P, destroy three concepts can play a role in promoting", and the best way than to use ambiguity and pun.

For example, she recorded a business on Weibo, using the expression: "Office wood has heating, a little sun, every day to feel the shine." ”

For example, she for a elegant literary and artistic British Royal umbrella brand advice: Find Durex cooperation, buy a big umbrella, send a small raincoat. Such examples abound and can always make onlookers laugh.

Focus on the exploration of opinion leaders, through the dissemination of power, but also powerful a communication strategy. Ma Jiajia will have a high degree of relevance to powerful's opinion leaders are divided into three categories: watercress reds, heavy taste of rotten female and otaku goddess, and with different strategies to attract these people to powerful to continue to share and word-of-mouth spread.

Thinking about 100 bursts a day and presenting them in different ways quickly is a test of Ma Jiajia's own, meaning that scanning for topics becomes an essential lesson. For example, on Weibo, someone posted a feeling that their taste is too heavy to worry about finding a boyfriend. She quickly forwarded and commented: "The heavy taste of the sister Heart is real, simple, more than a pure girl to be kind." For a time, caused by the circle of female resonance, Micro Bo quickly received the forwarding.

In addition to looking for topics, use the festival to actively plan topics, not only can promote the brand image, but also for the offline to bring considerable sales. For example, Tanabata Valentine's Day, powerful's planning copy is seven red knees, share Weibo users can enjoy half-price sales, and the Bayi Army, they interpreted as a "dress see June." Such micro-blogging fun and have a topic, users scramble to forward.

Offline communication: Embarrassment of situational setting

Online, powerful insisted that the Mas way to do marketing. Human psychology is very subtle, but in the case, is willing to peep at private but do not want to expose their privacy is the normal, it is because of this secret psychology, the adult shop always strive to make the façade dark and private, to protect the privacy of users.

But powerful to do the opposite, in the shop door, the big blackboard on the high profile: Sorry people do not enter. But Ma Jiajia also know that the industry is not a change after all, in the overall atmosphere of the situation, powerful online marketing to more close to the user psychology, to find a step under the user.

Because of this, Ma Jiajia will be the powerful of the main market defined as the creative gift market, through careful setting of different contexts, analysis of different users in different situations of the subtle psychology.

In powerful, salesmanship is an important skill. "Chinese men are like this, even if they really want to buy a plane cup, but he will say, ' I want to buy a plane to give my buddies." People will have this kind of teasing each other's psychology, ' Framed ' to the friend, this focus one shift, becomes a very good spread thing. ”

Therefore, when chatting with customers, the powerful team will introduce the function of the product in detail, but never forget to add the last sentence: "This kind of thing is so cool." ”

Similarly, in the introduction of products to customers, powerful staff will also say that the black condom is thin, pink fat, and thus humorous to avoid the "size" and other sensitive issues.

According to Ma Jiajia revealed that the average monthly flow of powerful has reached sixty thousand or seventy thousand, this figure is a general adult stores sales for a year. At present, powerful online also has only one Taobao C shop, but in the support of the wind, the entire electric business platform to build work has started.

Data show that the domestic market for erotic goods in the annual sales of 5 billion yuan, but the market demand over 15 billion yuan. This delicate and sensitive market development to now, in addition to condoms basically did not establish a product brand, and now, it is possible through an entertaining way to build the channel brand, the current volume of small powerful still waiting to hand over the answer.