Brush the list like gutter oil

Absrtact: The last issue of the south to create a rich volunteers launched a cock silk app how to do products heated discussion. However, in addition to doing good products, cock Silk app entrepreneurs also need to from marketing, promotion, follow-up services to do homework, let the bouquet out of the deep alley. This period, we continue to the Cock Silk app

The last period of the South have launched a "cock silk app" How to do products heated discussion. However, in addition to doing good products, cock Silk app entrepreneurs also need to from marketing, promotion, follow-up services to do homework, let the bouquet out of the deep alley. In this issue, we will continue to focus on how to do the marketing promotion of the social Hand tour.

In the south are reporters interviewed cock silk app entrepreneurs, third-party operators and investors, and so on, do pre-installed seems to be quick to find users of the "evergreen" recruit, but app promotion this year also has bad new situation, for example, based on Apple's imessage SMS promotion is criticized. Of course, the investment people value marketing, but the core concern is still the product itself.

"The experienced" sigh pre-installed

App marketing channels are diverse. "App promotion methods include the APPSTORE,CPA ad League, app advertising platform, pre-installed, Chi Lin, and social media promotion (including Word-of-mouth marketing and Weibo)," said Wei investment partner. "It's hard to say which is the mainstream, usually the plural."

For cock-wire apps, I'm checking coo Chenhong, the "experienced", that pre-installed is one of the quickest ways for developers to get users, and of course the cost is not low.

"I look for example, the main promotion channel is in the Android, App Store, 91, 360 platform to do the promotion, the other is to do pre-installed." "Chenhong told the South reporters, I check and Android and other platform cooperation, is relying on business resources interchange and Channel Exchange volume of the way to expand, do not carry out any form of payment promotion, but take the pre-installed channel, the cost is relatively high."

According to his introduction, I check in Huawei, ZTE and other intelligent machines have done pre-installed promotion. Pre-installed cost is not low, he calculate a account: for example, Huawei Telecom version of the mobile phone, for app pre-installed, a fee is 5 cents, 8 cents, now 1 of the market also have. This is not the end, when the mobile phone sold out, users activate the app (since pre-installed, the handset manufacturer in the app implanted SKD, can count to whether the user activates), the app developer also needs to pay 2 yuan to the manufacturer cost. In this way, the cost of getting a user is about two or three dollars.

"In fact, early mobile phone manufacturers do not charge for pre-installed, because it needs to be tools, life services, entertainment and other types of app installed one." Now there are too many apps, there is competition, all need to pay fees to be on. "Pre-installed is one of the quickest ways for developers to promote apps, and the cost is not low," says Chenhong.

Choose the pre-installed channel and friends, it is through the photos and geographical location to enable users to meet new friends around the mobile applications, the main Android Market cock users. Launched last August, it has accumulated 15 million users.

Friends of the co-founder of Ming Mingliang to the south are reporters, friends of the promotion is mainly through pre-installed and WAP station and the application of the promotion of two channels. "It has to do with the structure of the company's membership." He said that the main members of the company from the cottage area, such as MediaTek, and so on, together with many partners (Shanzhai manufacturers) switch to do Android, so there is channel advantage.

Cost accounting, Ming Mingliang also have this bill.

"Do pre-installed, one is about one or two dollars." WAP Station and application within the promotion channel cost more expensive. The average promotion cost of an industry varies from one to 10 blocks. "He said to the South reporters, in effect, if developers focus on accurate grasp of users, you can choose a relatively expensive WAP station promotion, because it can focus more accurate, can be promoted in a city, focus on a city, the user density of a large, but also focusing on the gender of a city's users, Even the user's phone parameters, packages, more accurate. If only to cast nets to the user, developers can consider pre-installed, especially the user has a broad demand for the app, a sprinkle down everyone will go to use, but all types of users have, focus will not be very accurate.

In addition, he added that there is now a new channel imessage SMS, "We have tried, the effect is not good, not recommended." ”

It is understood that early this year, based on Apple's imessage message began to rise, it only to the iphone, ipad and other Apple equipment, promotional content for mobile phone taxi software, food and other mobile app, sending Low-cost, only a small amount of traffic charges. This way for many users disgusted, was reported to the Apple company, advertisers also suspended the promotion model. However, if for the app to promote, the strength of the entrepreneurs to go upstream, such as their own from the mobile phone, will it be a path to explore? Chenhong with a trial and error I've been looking at for example, it's hard to get through. He said, I looked into the beginning of the establishment, in order to promote this application, companies do not hesitate to spend money to buy a large number of MTK mobile phone, a bit like millet, customized a mobile phone, and then the high cost of the app pre-installed, mobile phone was named as the Internet of things I check the phone, I also specialize in a sales team to sell, although the results still failed to invest. "This is not what the average person can do, after all, not everyone is lei." ”

Brush the list like gutter oil

In app promotion, the "brush list" has been a taboo for developers to openly talk about but have to face the problem. In many forums, often can see "must brush, not for investors nor for face, but for real users" and so on.

The so-called brush list, generally refers to the Apple iOS Platform App Store, the use of irregular means to quickly obtain downloads and sales, to enter the forefront of application rankings, resulting in higher exposure, downloads and users.

"With so many apps, developers don't pay for it and it's hard for users to find it," he said. Chenhong said, for example, on the Androping platform, users download a lot of money, activate an app how much money has a price tag, users activate an app, developers need to pay Android two or three yuan. At the same time, because of the temptation of commercial interests, Apple App Store also has a special brush company, "such as you want to brush to the top 100 is how much money, the first 50 is how much money, are different." "He said, including my search and his side of the app developers, have received the so-called brush List of the company sent information," in short, is to be money, can be quickly found by users, the survival environment of entrepreneurs more and more difficult. ”

Chi Lin also saw the phenomenon of the brush list.

"On the App Store, there are companies that do the job of paying people to pay rankings, and in Shenzhen and other mobile phone lines developed in the region also have to do brush machine services." "But he thinks these things are short-term and dead-end." "I don't think any of the most mainstream apps have started out on the list," he said. He said, in fact, a certain amount of advertising promotion is the way, the price is relatively transparent.

In addition to Chi Lin, a lot of investors are disgusted with the behavior of the brush list. For example, the Chinese Sequoia Capital China Fund Partners in the micro-blog publicly expressed dissatisfaction with the brush list, he said, "recently saw some mobile Internet applications on the list brush to the App store's top 100 rankings + micro-broad forward to cheat investors, and to be subversive mobile innovation." There are really VC on the list to determine the investment. By the Brush list long-term lock list of the ranking is also not expensive, every day to spend a 10,000-30,000 on the line. Brush List + Weibo marketing has become the company's core competitiveness!

Still, there are a lot of app developers to brush up. In some people's eyes, the brush list is sometimes "bad currency expelled good currency" story, making some developers have to brush the list.

"For example, in the App Store, China's app Store seems to be a product market that has been completely covered by the brush list, which is an unusual biological chain." "Gobi Venture Investment managing director Tong told South all reporters that this often leads to a lot of developers, because others have to brush the list and have to brush, only the list can have access to the user's opportunity, if not brush completely no chance." "The solution, one aspect depends on whether Apple App Store can solve the problem from the source, on the other hand, it is difficult to rely on the developer or moral code to completely eliminate the list." He also suggested that the Android market is relatively clean, and that it has a lot of space and is a great way for developers to try the app.

The hand tour is a very sad reminder

In all types of apps, games are the only way to see a clear profit pattern. The game's cock Silk app, its marketing seems to be relatively clear, such as the joint operation with the platform and partitioning is the most common way.

There are industry figures that at present, the domestic large and small hand travel joint operation platform no less than 300, such as from Tencent, UC to 360, 91, when the music, Papaya Mobile, both the entrance platform, there are also the vertical platform of hand travel, they are relying on their own influence to form the entrance control of rival users. The rise of these platforms is only in recent years.

"As far as I know, game apps almost always take the form of platform partitioning." Chenhong says that when users pay for app apps, the platform gets partitioned, and the platform tends to push as soon as the app comes up with a good income. The initial split could be 5:5, and now the game developer can get 3 success.

"My name is Mt Online" is a cock silk game app, developer Music CEO Shanhu in the mail to accept the interview of South all reporters, also saw the hand tour developer "Industry threshold is too high, the opportunity cost is getting smaller, the pit deeper" status quo. He said that early in the United States, 30,000 yuan can pull more than 200,000 of new users, equivalent to a new user 0.1 dollars. Now the domestic pull a new user, basically not less than 12 dollars, high when more than thirty or forty Yuan. "To tell the truth, the environment is a lot worse." We're under a lot of pressure. The industry is going down again, and may quickly move closer to the page. ”

Shanhu Android For example, Android may encounter problems in the future, that is, the pressure of a split-share ratio, which many developers can not afford. "That's my bigger worry. He said, the page swims the good product, the developer and the platform also 37 points, the bad product already 19 cent, but early very general product also can do 55 to divide. "I do not want to travel to the end of the journey to the same tragedy as the page." ”

"Page tour in five years to go over the end of the 10-year tour of the road, hand tour may be two to three years to walk through the road of the page." There are too many platforms on the page, about 800. Many companies do the platform, if we go so, it is inevitable that the cost of marketing to pull very high. He suggested that the big platform should give developers high enough profits. For example, a large platform for developers can give 5 or 6 of the partition, 4.5 also line, small platform can not give lower. At some point, the platform can actually not exist, because it will only be aggravating, the cost is very high. Large platform to the developer, the developer will not work with the platform, when the small platforms do not have enough space to rob ads to survive. In this way, the hand swims or does not go to the road which today page swims.

In fact, in addition to the joint operation with the platform, mobile gaming has a variety of marketing methods. For example, because of the hot game app, there are also special third-party operators to help developers to promote.

In this case, Chi Lin said, "It is not recommended to outsource the promotion of app to Third-party companies." He said that the promotion itself can effectively see the market feedback, the product improvement and user needs of understanding and satisfaction plays a significant role. Promotion strategy and information feedback, cost control, etc. must do it yourself. And such as the implementation level, such as advertising execution, delivery, can be referred to a third party, but strict KPI evaluation must be reflected in the contract.

Product is God, word of mouth is an artifact

For cock silk app, the promotion of cost minimization is no more than Word-of-mouth marketing.

"Do pre-installed and other paid access channels, the cost is too high, small team to push the app, with the help of Word-of-mouth spread more reliable." "Chenhong said, such as Mo Mo, one comes out is labeled a label, viral marketing very fast."

Investors attach great importance to word-of-mouth apps, but they are more concerned with the product itself.

"Word-of-mouth directly reflects the quality of the product and the team's grasp of the market." "Chi Lin said he had an interesting discovery that did a good job of a PP, the top 1 million users basic

On the low cost of Word-of-mouth marketing, from 1 million to 10 million, natural flow and pay flow is basically half to half, more than 10 million is basically the capital game, most of the funds are to do new user promotion. However, at that level, the number of customers lost every month is very large, natural growth of the partial even offset the loss of customers are difficult. "Marketing is the means by which users use your product for the purpose." I don't quite agree with too much emphasis on marketing and promotion. ”

Using the word of mouth effect and cam era360, ink weather, singing, and so on, some time ago these several a PP founder on the Hunan satellite TV a high ratings of the column "Up every Day", the program a broadcast of the users of the increase in volume. Investment in Cam era360 Tong revealed that the number of entrepreneurs on the program is the initiative of Hunan Satellite TV invited, they did not spend a penny, although from the surface is a marketing, but the product itself is easy to use, useful.

Developers actually focus on the product. "We've barely done any paid promotion, all by word of mouth." "The angel of Nature's investment," said Wang Wei, founder of the song. Although he knows that many developers in the industry go to the top of the list or go to other pay channels to advertise, he believes that even if marketing can get users, if the product is not good to use, or will be discarded, the center of their own team is placed in the product and user experience. "Our current user volume is not tens of millions, the basic is the user Word-of-mouth access." "he said.