Users are only willing to pay for "experience"

For example, an iphone's gross margin of about 60%, a genuine LV bag is dozens of times times the gross profit of a goods. The pricing style of this era has changed, let's call it "experiential pricing".

Now, we are more and more willing to pay for an experience.

For example, pay a friend to see a movie, spend tens of thousands of dollars to buy a bag. In fact, this kind of consumption is essentially an experience. How much do you say a cow is worth, how much is a bag worth, and how many bags can you do if you peel off all the skin? But it feels different on the back. Because it's called LV, Hermes, because Guo Meimei once carried it.

This is the price of experience.

I can also cite many examples about the experience:

　　Case 1: Three squirrels

Three squirrel is a nut Food Network, its product experience from the moment you received the package began. Each packing nut box will be affixed with a paragraph to express, and is handwriting--"Express Uncle I will go to my master that, you must take care oh, if you need to also can buy directly." Open the package will find that each bag of nuts sent a nutshell bag, easy to put in the shell inside; after opening the bag of the nut, there is a seal in each bag, which can seal the nut bag that eats half but can't finish. You can not think of also, the bag is ready to wipe the hand wet towel, easy to eat without washing hands before.

Don't underestimate these experiences.

To this end, I wrote a special article on Weibo. After reading my article, the founder added a micro-letter, we have specifically exchanged for this. He has made many years of food, last year, three squirrel nuts sales have reached 40 million yuan, this year more than 100 million yuan. "The nut itself is not the best quality nut, it was taken from a nut wholesaler and packaged, because he was an entrepreneur who couldn't get the best nuts, but he made the best packaging," the investor commented. ”

Later, the founder wrote back to me in a micro-letter that he thought it was much more important to let "the user know why" than to say "we think why." The point of view in that article is also the product to pay attention to.

So, when this article was forwarded to 8,146 on Twitter, I started thinking about it. First of all, it's not because of how well I write, maybe it's just the thing that hits a user's needs, and that's the logic of thinking.

Second, the user's focus has changed. Previous users were concerned about the nutritional value of nuts. This is the product itself hype, everyone said their best, the user has been numb. But when the packaging is the best, people will feel it in the heart to do the product, and can make people feel. This is why, although it is only sold online, a year's sales have doubled more than one.

This is the age of experience.

　　Case 2: Taiwan snacks

One time I went on a business trip to Taiwan and saw a half person on the snack street with a high ice cream. The boss said, "You buy one", I said "so big", he said "This is a sample, certainly not so big." Actually, the last ice cream is really big. Maybe everyone has had many flavors of ice cream, but may not have eaten this style of ice cream, this is one of the marketing experience.

The other is looking for beauty to sell lemon juice. The taste of lemon juice is not important, it is important that you talk with the beauty more than two words. This is also an experience.

Another example is eating cake. Everyone may have eaten a cake, but who has had the Hello Kitty style? A machine keeps pressing on the stalls and each cake is pressed into Hello Kitty. At that time, the queue was very long, because the machine broke down, the scene pressure is very easy to paste, it will be a bit dark. The boss immediately said, "If you want that kind of black, you can give 20 more." But no one wants 20, this is the complete. It is a kind of eating experience, the cake is not important to you, the important thing is Hello Kitty appearance, so people are willing to continue to wait for this experience.

Another example is very impressive. Many people have bought watermelon to eat in the street, but the look must be very embarrassed, have to cut, squat on the roadside to eat, also can not throw watermelon skin casually. But the Taiwanese watermelon is stripped of the skin, cut into a piece, and then the boss to give you a plastic bag and a few toothpicks, eat when not to throw watermelon skin, so, eat fruit in Taiwan will feel very enjoy.

Later I summed up: Why is the snack in Taipei so famous? Not because of what secret ingredient it uses, but because it is constantly enhancing the user experience and really going deep into each experience.

　Case 3: Old man Mobile

There is also an example of a mobile phone, which is done by a start-up team. They only took a little money, made a phone for the elderly, just on the line, Taobao praised as a tide.

For the elderly, to get used to the mobile phone key operation is too troublesome, but the only operation of the elderly machine is to turn up, nothing else, the icon is huge, simple interface. If you want to add a person into the address book, the elderly can not type, how to do? Take a picture! After the film, fill in the phone number to complete, looking back to the Address Book directly to view the photos. Old people do not have so many social relations, many times is the family, neighbors a few friends, so the address book only to turn upside down, also do not need to search. In addition, the mobile phone also installed a cheat manual, an old almanac, such as practical gadgets.

Last time I told Lei June this, he said we also organized a group of people in the elderly machine, but after reading this product, feel that they have done too complicated. The simplicity of the old-age machine is simple enough to turn straight up, quite remarkable. Usually, we will stay this, leave that, afraid the old people want to use, then use.

Actually, this kind of handset hardware is very general, the system also general, the price also is two hundred or three hundred dollars, in the smart machine big line of today, it on-line two months, sold more than 100,000 sets. It's great for an entrepreneurial team.

Summarize

Speaking of these cases, I would like to say: The former industrial era, the most important point is the "supply balance." Everyone is in a situation of supply and demand, therefore, the characteristics of the industrial age is called "I mainly". What the "I" produced, let "you" buy what you want through advertising. The same is true in the software industry. Ten years ago the software, in addition to the network you have nothing else, even if the interface of IE is very complex, also have to learn, no way can only use it.

But what is the biggest feature of the Times today? I think there is a glut, and there is not much difference. What to do at this time? Is Who's experience is good, users use who. Who in this experience lets the user feel, the user chooses who.

Therefore, we cannot simply use the industrial age to explain the current problems. The Industrial Age is "I" input how much, "I" output how much, finally "I this thing" value how much money, depends on the cost to decide. But in the experience economy, if there is no user experience, it is not worth a penny, and once the experience, the price will be overvalued, which is why Apple, Samsung now sell so fire.

You know, the business empires that experience the economy are springing up.