First, the important role of the explosion for drainage
"The word explosion is derived from the electricity quotient", refers to those sales of a particular single product or a category of goods, by creating a star of the goods to obtain traffic, and then do the next purchase transformation. The ability to absorb traffic is determined by the operation capability of the explosion.
We often say that reading volume 10w+, in fact, with the logic of the explosion of goods, often a burst of text can bring a large number of fans, which is why everyone is keen to chase hot spot reason. Take my own number for example, each send a high-quality article, can bring a large quantity of high-quality fans.
Second, the category logic behind the explosion
Retailers based on different categories of contributions to build different role models, the explosion is just a category structure within the flow category, playing a role in attracting passenger flow.
Retailer's category Framework model:
1, Flow Category: To attract customers to come to the category of shopping, contribution to the sales of large, but usually high price sensitivity, so the low margin is usually high exposure rate category. and through it to further promote the sale of other categories.
2, flagship category: Retailer's logo, representing the retailer's brand and image. Customers make the retailer the first choice for the category, contributing huge sales and profits that require the retailer to invest more resources in the long term than other categories.
3, Profit Category: Relative to the target flagship and attract a lower price sensitivity of passenger flow category. To attract the passenger flow category to make the margin compensation, has a high profit margin, most of the situation by the retailer's existing passenger flow to promote sales.
4, high conversion category: usually for the niche market, to facilitate the purchase or need to repeat the purchase of the category. Usually have a higher profit margin, relative to the target flagship and attract passenger flow category lower price sensitivity, in most cases by the retailer's existing passenger flow to promote sales.
5, emerging potential category: Current sales and profit is not high, but the overall market development speed. By the existing passenger flow to promote sales, the need for retailers to grow their investment in higher than the share of their sales contribution to cultivate resources to promote its further development.
Third, what is the flow category?
"Flow category" from the offline supermarkets, mainly those who attract passenger flow category.
1, the flow category has what kind of characteristics:
High sales, low unit prices, high price sensitivity, low margin, strong versatility, seasonal, usually high exposure rate category, can further promote the sale of other categories. For example: Books in the Jingdong, film tickets to buy, the online supermarket, shopping inside the first to attract consumers eyeball, occupy the "Day", "geographical location", "people and" a variety of "pile head" category of goods is actually the flow of the supermarket category;
2. Why did Jing Dong do the book at that time?
Jingdong Core category is 3C, are high customer unit price, low frequency consumption type category, in order to improve the user's purchase frequency, cultivate the stickiness of the user, Jing Dong selected into the book category. Book category is typical, high-frequency, low-cost, strong versatility, for the promotion of user stickiness and purchase frequency has a great help
3, buy the bank why to subsidize the shadow ticket?
Movie tickets in the process of group buying site is the role of the flow category, in addition to: McDonald's, KFC, taste more beautiful and other stores cover a wide range of general-purpose merchants, but also as a traffic category widely used to pull new.
2013-2015, we saw the group buying industry a large number of subsidies concentrated in the film and catering category, through subsidies to create ultra-low-price explosion, the user from the line down to the line;
Iv. to build the impact of the explosion on the B-end user access
A platform in the early stages of development will often face the paradox of chicken eggs and eggs, on the one hand, the lack of B-terminal supply capacity, on the one hand, how to get the customer's problem, no quality supply will be difficult to obtain customers, no user size and volume and difficult to talk about quality of supply, the early development of money and no resources should do?
To create a burst, to shape the benchmark and star merchants, is a very good market breakthrough.
Time to pull back to 2010, the early days of the Thousand Regiment War, glutinous Rice online line first Danchengrong Yao Lai Cinema single Figure 1 tickets 29.9 yuan, on-line on the explosion. Five pine a very remote Chenglongyao Lai cinema is also so hot abnormal, then went to the queue to see the film from the Cinema 2 floor to the first floor, or even directly lined up a few kilometers away from the road, glutinous rice through this single quickly opened the situation.
Since then there are benchmarking merchants, and then to talk about other merchants when there is a case, investment will be easier; at the same time, through this single short time to obtain a large number of users, completed the initial accumulation of the platform.
In the early stage of platform development, how to concentrate all the resources to hit a point, produce a burst of effect at a point, will help the platform quickly through the start-up of the initial cold start problem;
The same principle applies to other industries, for example, in the early stages of development, those who entered the star Big V, such as Kai-Fu Lee, keso these are equivalent to their "explosion", through the arrival of these superstars attracted the first wave of high-quality users stationed, but also to ensure the first batch of quality questions and answers.
In doing community operations, the pyramid's top opinion leaders are their "bomb", a platform for education, star lecturer is their "explosion"; through a case of a bomb to attract more people at both ends of the platform, thereby enhancing the overall trading volume of platforms.
V. The great effect of the explosion on the C-end user acquisition
Users for a new platform to understand the need for a point of entry, the explosion is a very good import user point of entry.
Allow users to quickly generate the first transaction, the opportunity to form a repurchase and retention, will bring more sales transformation
When I was in charge of the glutinous rice operation in Baidu, I did a lot of the explosion of a single product "a Dime eat McDonald's", "a dime to eat KFC" "a dime to see the film," A dime to eat a big meal ", etc., are high sales, low unit price, the user for high sensitivity, versatility, and all ages suitable merchants. Through the landing of a bomb in each city, it quickly increased the number of new passengers in each city and quickly increased the market share of cities.
Unlike the electric business is: O2O is very strong regional, there are few like McDonald's, KFC, such as in the country more than stores, and provide standardized services to businesses, so the new ability to pull the explosion is not strong.
Six, the long tail effect of the explosion
The explosion itself will carry the transmission, combined with the online PR spread will bring a big topic publicity, which will bring a lot of natural flow and long tail flow.
Seven, to build the explosion of the team to improve the ability to operate the important role of
An operating team in the early stages of construction, the need to build a single product explosion case, to develop the team's following aspects of the ability:
1, refining the core selling points and product packaging;
2, how to do a good job channel promotion;
3, how to improve the flow of conversion;
4, how to price promotion, planning activities;
5, how to do a good project management, teamwork and efficient operation of the team;
An excellent operation team must first learn to put a single product sell, in order to learn how a category to operate well, and then the B-and C-side operations, and finally to a platform to operate well. Constantly accumulate the experience of winning victories, set small wins into a big victory, do things more methodical, more comfortable.
Through the process of building the explosion, the training team's cognitive ability for the product, the cognitive ability of the industry, the ability to plan activities, the ability to understand the flow, the ability to promote the project, and the ability of the whole project.
Here's an example to explain in detail:
One day, received a task, have an asset to sell in 3 days all light, time tight task heavy, how to do?
The general team face this situation may be more flustered, but my team of small partners in the face of this kind of thing, have been accustomed to, very well. They usually do that.
First of all, with the asset team students pull a meeting, to discuss the characteristics of this asset, what is the selling point, whether the interest rate is high, the length of the term, whether transferable, with the current station in contrast to other products what is the advantage?
Second, determine asset pricing and promotions. In such a short period of time to sell a large amount of assets, in the pricing must be to achieve comparative advantage, look at the past historical data, probably priced in what range of sales speed, whether to do subsidies.
After you've identified these, start splitting up. Asset team is responsible for pricing, on the list, the operation team's small partners responsible for the activity page, material production, the preparation of promotional copy, arranging channel promotion;
Then: on-line flow promotion, at any time to see the data to do material adjustment and location optimization.
Propaganda copy should be concise and strong, few few.
As shown in the following illustration:
1, free to draw the iphone, SLR;
Any one of the copywriting is enough to attract the user to click.
Operation team should have such a table, about what position, material what size, how much flow per position, conversion rate is how much, what scale activities should use what resources, at any time to prepare for a rainy day;
Finally, look at the data, summary.
Look at the sales data, look at the data of each channel, look at the conversion rate data, look at the activity page data, analyze the problems and deficiencies of each operational detail, which are needed to optimize the improvement, which is good to do the next time can be reused.
