New Business opportunities: technical tools and product patterns partition users

Article Description: It is becoming a new business opportunity to excavate the "surplus value" of the traditional product and service revenue management angle, and then use the new technology and product mode to separate users and aim at the incremental market.

It is becoming a new business opportunity to excavate the "surplus value" of the traditional product and service revenue management angle, and then use the new technology and product mode to separate users and aim at the incremental market.

In Las Vegas's casino, the man in front of the slot machine has already lost to the third, which seems to be a critical moment for the casino, because according to their large numbers of backstage data, the man is 50% or even more likely to drop the bet at a "4th-point" with a streak of luck. So you see, when this man is faced with a 3rd failure of regret or discouragement, his side will "accidentally" appear a sexy girl, holding a coffee or red wine coupons said, "This is a gift for your drink, Sir may wish to go to the bar a little rest, then there will be better luck." ”

Casinos win the money of gamblers, not only by mathematical probability, but also by how to grasp the weakness of the gambler's greed. As long as there is an appropriate method, each gambler is full of "surplus value", can be once again "digging". This is only an extreme example, the so-called "method" is called revenue management, similar to the residual value of two of the use and mining, so that revenue and profits to achieve maximum. This is widely used in the service industry, the most prominent in the hotel and aviation industries.

For example, the hotel rooms, which are free at 6 o'clock in the evening, it can also be a vacant flight seat, even in the evening, when there is no bread in the bakery-the attributes of which are "left" and have time to lock in, and people in the industry call it "perishable". To tap the value of "surplus" as the starting point, many entrepreneurial projects and large companies have seen the product of the opportunity.

Partition user base

Dengtianzho now often commute between Beijing and Shanghai, during which time all his hotels are booked from the "Tonight Hotel Specials". This is an iphone application, as long as every night after 6 o'clock through it to book hotels, will be the usual rate of 50 percent discount. It is said that the product on the day download that more than 20,000, in the app Store ranked first in the category, the second, has now opened North wide four cities, an average of 12,000 users open access every day.

This is also the project of his own business. People who travel or stay in hotels often know that booking a hotel is usually kept until 6 o'clock at night, after 6, and is often considered a reservation failure. This means that the hotel's room suddenly became idle resources. Or some of the hotel's passenger flow is scarce, there are many vacant rooms, the hotel wants to clean up the remaining "inventory" at a low price, while many customers want to get cheaper prices, two-way demand arises.

"Tonight's Hotel Specials" is a two-way docking for price-sensitive customers and vacant vacant rooms in the hotel. So, will many people wait until after 6 o'clock to order? In the process, it is clearly not a simple message to get through.

"Every hotel doesn't want to rob its own business and destroy its original user base," he said. "Businesses want to buy a customer base that cleans up the Dengtianzho at a low price, not the group that buys the right-priced rooms," he said. Therefore, it is very necessary to do customer compartment. "What he needs to do is make use of revenue management to raise the bar, and to make it seem like" cheap "good things.

Like the model of foreign outlets, customers in the enjoyment of cheap goods at the same time, but also to have "sacrifice", one is the goods are over the season products rather than new, and the second is the usual road distance, and not as close to the shopping mall so convenient and tentacles can be, this is the outlet how to partition customers, To ensure that no impact on the original brand high-end customer base.

In fact, the mining model of surplus value is different from normal sales. Like the most common form you have in the restaurant, 12 o'clock noon the number of meals increased sharply, the restaurant in order to disperse some customers, often played "after 1:30 dinner, give soup." "This way is to extend the sales time and diversify the customer-intensive approach."

"Tonight hotel Specials" How to reconcile and partition users? First of all, "Tonight" on the hotel selection is less than the conventional booking platform; second, the hotel does not take part in special events every day to keep those customers who have a preference for a brand hotel; it is not appropriate to start selling every 6 o'clock in the evening, and most hotels are only allowed to stay for one night because of "temporary idleness". There is great uncertainty about connecting users ... Revenue management, this part of the price-sensitive users, it is necessary to bear a certain degree of risk. Ordinary business traveller users are difficult to achieve, and therefore will not produce a large number of customers streaming.

[1] [2] Next page