From line to line, a small team to start a two-year channel transformation

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Article | Fang Akian, founder of Grape Information Association

At the end of the year, I was fortunate to receive a good base friend Lao-Burmese invitation, let me write about the transformation of the team to share things with you. In fact, small entrepreneurial team, the basic is in the rapid exploration phase, so there is no so-called transformation. But in the process of two years of entrepreneurship, we promote the channel from the line to the line, and then extended to the flat and overseas, some of these ideas change, can share with you.

Familiar with our team's friends should know, 2012 years of entrepreneurship at the beginning of our products called "Grape Social assistant", because 2012 years is mobile internet social years, micro-bo, micro-letter thunder is momentum, sing it, MO, rice Chat, meet and other types of social products in endlessly, So at the time, we thought that social cohesion would be a breakout point.

But by the beginning of 2013, we basically gave up the "Grape Social helper" to the development of "Address Book Plus", while the channel also shifted from line to line. The main reason is that online channels like the desire of the Gold Digger woman, you not only to live well, hard enough, but also rich, and now the offline channel, it can allow you temporarily have no money, but must have moral integrity.

Away from the online channel such a desire to worship Digger: not big enough, hard enough, no money, don't think about anything else.

The so-called big enough hard, is to see your product is not star products, can quickly eat quantity. For example, micro-bo, micro-letter, housekeeper and other products, not only have a good father to the channel to sign the framework of better location, at the same time with billion-level users, each version of the upgrade can bring a huge amount of distribution statistics. These big enough hard products, long-term occupy the installed and boutique recommended location.

If you are not strong enough, it depends on whether you have money, not have the abundant financial resources. 2012, App year, when the business chat with the channel, there is no words must be first to you throw a case, price, recommend a bit-day cost at least 8k or more.

In 2013 years, do the app is even worse, because a batch of hard enough enough money tyrants: Hand Tour developers. The money of the crazy, no money to find dad. As a gold-digger and has the desire to channel, this time is like 40 of the widow saw young boy, good location good resources sound all gave the hand tour, do the app can only on one side hair bo, do the start.

Such a brutal environment, for us so stemless Dad, and will not spend money on investors team, can only find a new way out. Also at this time, one with the offline agent pre-installed friend Chat learned that he has a lot of customers looking for a selling point of the product to do the mobile phone system, such as the glamorous camera and so on. We felt that the opportunity had come.

Close Offline Channel: If you have no money, please first

The first company we talked about was the mobile phone, which meant that neither side paid for it, but wanted us to concentrate on the product and put it into their system as a standard selling point.

We spent two weeks with the design company of Yui, Shanghai Hua Qin, the last product on the line in August, we saw backstage data, a daily new 1000 users, dau close to 100% (on average more than 90%), we feel that there is a reliable thing. We go directly to the design company, identified a number of large partners, Huaqin, Mirs, Watword, Shanghai Haucheng, Yang began cooperation, the total monthly shipments in 3 million units.

Cooperation is very simple, we developed for the design company to fit their systems and configuration of the version, and provide technical support, with our "Address Book plus" Replacement system of the original address book integration into the system, the late commercial operations revenue in half.

A lot of friends are very curious, because when it comes to pre-installed, is that you pay manufacturers installed without the rules and rules, purely offline channels as prostitutes, not suitable for entrepreneurial team. But offline channel tells us, pre-installed now they only with BAT3 play, safe to pay good, small team, especially before SP come over that wave of people, unsafe not trust not. Now a little bit of profit, maybe later on the big things come, a CP dead a manufacturer's case has been many see.

Under the line channel to the CP change of attitude, I think the first one to be thankful for is millet. Millet pattern Oppo, step by step high in the heel, behind the manufacturer and Oppo, step by step high mode, as the cost of reducing, hardware competition can no longer stimulate consumers, software and services will become the main battlefield of hardware, this is the opportunity for our products.

Close to overseas channels and tablets: clean, big and young

In the coming year, there are several changes in the offline channel: First, the number of operators will be more and more control, the amount of free market will gradually shrink; second, the volume of overseas will explode, many scheme makers and integrators should focus on overseas; third, the tablet market will break out, and basically all with the call function (can be networked).

The Overseas line channel basically follows the domestic channel trend in the walk, the domestic eliminates the configuration model to turn overseas to run the quantity, moreover, moreover, the brand business short-term demand is still in the running quantity stage, therefore as long as you have the selling point, they basically all accept according to the order, moreover the quantity is extremely big Similarly, the domestic and foreign tablet market is also in this trend, at the same time, with the phone function of the flat plate should also be the largest domestic market a wonderful feature.

Based on the judgment of this trend, we began working with Huaqin and mirs to develop overseas versions since November 13, while developing a flat version with the largest tablet chip dealer in the country. We also hope "homeopathy", by this gale, fly!

When we find the flower girl, we're going to grind the gun.

Although we have found a way to explore the channel, to find the flower girl in the dream, but if their own products this gun is not hard, flower girls will not be with you to roll the sheet, let alone the birth of the son of the card.

So next we continue to work on product polishing, but also to start business model exploration. Almost all of the mobile Internet products, the last profitable exports have come to the game, we can not immune, but also find a reliable game team to do some small social game cooperation, for our cooperative flower girl to contribute a little rouge gouache money. Offline this channel, want to do a good job, first have to see them as users, meet their needs, they can become channels.

In fact, said the transformation, there is no transformation, just the channel ideas of some changes, I hope you tap.