Shi Yuzhu: I am so to do product and marketing

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These two days to get a book manuscript "Shi Yuzhu Readme: My marketing Experience", the Shi Yuzhu is the only public works, from the public publication there is a distance, advance to everyone exposed to dry goods.

Shi Yuzhu is a product and marketing master, may be China these products home the most grounded gas, and some methods are very soil, but very useful. Shi Yuzhu, I not only care about his product methods, more concerned about his real knife gun tools.

From the product point of view, Shi Yuzhu is a deep user of the human nature of the master, and is considered to be "dark", in fact, he is also "bitter force", the 10,000-hour rule of the hard practitioners, many are the earth strokes:

1, the best planning mentor is the consumer

Shi Yuzhu: Not only the concept of gift giving is to the old lady to chat out, I think the whole process is inseparable from consumers. I've been stressing with people inside the company that the best planning mentor is the consumer. I have every advertising language, every shot a good advertisement, such as Old Lady of the TV ads, I shot out, the national branch manager, headquarters of the backbone of all gathered together to see. I have a veto in the end, but I have no right to consent. Fifty or sixty people voted, only 2/3 raised their hands, and agreed to broadcast.

Tools: Interview 50 consumers per week. Shi Yuzhu Company has regulations, all advertising Department of People, all engaged in planning, must interview 50 consumers every week. Shi Yuzhu requested branch managers across the country, Headquarters department heads, each month to interview 30 consumers. And it will be checked.

2, consumer interviews to ensure that the real record

Shi Yuzhu: As long as is to do consumer goods company, in addition to sweeping aunt, everyone should understand consumers. Our interview was done in this way. After the interview, there will be an interview, he and the consumer dialogue, what he said, what the other said. There must be a compilation of this, the Chinese writing ability is very strong. Then I spot checks, every month when I will check 3-5. Because I know the consumer very much, who really is the fake I can see.

Tools: Interviews with false punishments. In the face of interview fraud, Shi Yuzhu's practice is, open the National Convention, carry out the person let him on the stage even say 100 times, if he called Zhang, say 100 times "Zhang no credibility, Zhang no credibility." I won't dare it next time. But this approach may be a bit of a hassle for the other.

3, research users of the king: Trial and error

Shi Yuzhu: As long as it is consumer-oriented business, we must study consumers. This consumption mentality, by trial and error, or trial and error.

Tool: Disguised as a player. Shi Yuzhu Research user's method, is to chat with the player. What is the idea, first ask them from the side, of course, can not expose themselves. Shi Yuzhu said: "Other games, want to do something, you think this good?" What do you think of the other games? He would ask 10, 20 players to make a preliminary judgment.

4, to do the product to concentrate on the strength of the force

Shi Yuzhu: An enterprise has a main product, have a special big product, suffice. One less product is one less. Less purpose is why, the purpose is not to lazy, in fact, Chairman Mao said this "concentrated advantage strength", concentrated to a point up, the energy, human, material, financial resources, all focus on a point up.

Tool: Do only one thing. Shi Yuzhu has a self discipline: the same time, must just one thing, no matter two things. Shi Yuzhu do online games, although still 100% of the brain Platinum shareholders, but decision-making basic not participate, full stare at the journey of the game.

5, good products are changed out

Shi Yuzhu: From the game company set up to the United States NYSE listing, spent 3 years. Where is the secret of the journey? Why did we find the point of the charge very quickly? In fact, it is through painstaking efforts to boil out, as long as you are right after the path, you continue to water your efforts.

Tools: 15 hours a day experience. The journey of the game just came out, is very bad play a game, very difficult to play, Shi Yuzhu every day in the play, on average, 15 hours in the game to stay. Shi Yuzhu stayed for two years, outside have no friends, also do not use mobile phone. Play the time to find out which place is not good, the technical staff call up overnight, call him up to change.

6, little-known product failure: Big Fat

Shi Yuzhu: In addition to brain gold, we also do a huge fat. March 1996 began to make Big fat. At that time to do a start-up marketing program. The launch of the market program is successful, is to do large fat not to give, activities as lines for publicity. Later, the strategy of a problem, the market opened, the late planning did not do, the market opened, I do not know how to do. The product gradually slipped.

Tool: The knowledge of the name word. Take a good name can reduce a lot of labor, the brain platinum name is relatively good, there are shortcomings, a bit also very prominent. Red Peach K name is good. The people who take too much popularity are not to be remembered.

7, the player needs the character

Shi Yuzhu: I summed up a character: glory, goal, interaction, surprise. 1. Glory. Players come to the bottom of the game the first need is to gain the respect of others, to obtain the glory, the player needs, the first is glory, the second is glory, the third is glory. 2. Target. At any one time node, there should be a goal; at any one time node, there should be a short and medium term target. 3. Interactive. The need for friendship in the online games is there, after the pursuit of glory. 4, surprise. Surprise is randomness. Its position is very high. No randomness, online games do not have the resistance to play, there is no randomness, there is no game.

Tools: How to make consumers feel less expensive. For example, Shi Yuzhu has a game, to insert a gem on the knife. In the design, this DAO is the most Acura knife, needs him to spend 1000 yuan. If the price is directly priced at 1000 yuan, the user will not accept. Shi Yuzhu's design is: let him 10 Yuan to buy 1 gems, but mosaic success probability is 1%, in fact, the last is 1000 yuan, but the user is easy to accept.

8, the leader to grasp the details

Shi Yuzhu: Why should the top one grasp the details? The first detail is too important, especially the details of the key links. Second, exemplary leadership. Looking back on my 20 years of career in the sea, there are uphill and downhill. For the first time in 20 years, I was in the details and I did it myself. The first time is 1989, no money, no one, the company's products 100% of the code are written by myself, all ads are my own write. The second time was 1997, our company failed, and I put down the shelf. Including running the market, more than 70 cities, running terminals, not tens of thousands, but absolutely not less than 5000. The third time was when I accepted the giant network. Because I do not know how to online games, so I grasp the details.

Tools: Quantitative Management. The majority of the player's behavior to be counted. The Player Behavior Analysis table is printed every day. From these reports, you can see the trend of game development, those functions are players like, which are discarded, which are potential.

@ Gold wrong knife, science and technology business Observer. Micro-innovation advocates, founder of the Center for Micro-innovation research. Micro-credit, public number, wrong knife, or public number Ijincuodao