Shi Yuzhu Readme Marketing Experience: resolutely do not engage in price promotion

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Shi Yuzhu (information picture)

Sina Science and Technology Elwyn

"I have failed, and the failure of the vigorous." I think the experience of summing up success is often distorted, but the lessons of a person's failure are really valuable. ”

April 19, giant network announced Shi Yuzhu officially resigned as CEO. 24 of ups and downs, to retire. After the retirement of the Shi Yuzhu published only one of the public works to date, "Shi Yuzhu: my marketing experience."

In this book, Shi Yuzhu narrated 24 years of experience in marketing and success or failure, covering the network game planning, Brain Platinum marketing, advertising strategy, the understanding of product planning, investment Minsheng Bank and many other processes.

Do online games: Player 8 word policy

In the production of online games, Shi Yuzhu from dozens of experience in the selection of eight words: Glory, goal, interaction, surprise. "To be able to do these four, in China's online gaming industry can become outstanding." ”

"Players come to the bottom of the game. The first need is to gain respect from others and to be honored." "Shi Yuzhu said:" We are planning to do function, the first thought should be, this function can maximize the satisfaction of the player's need for glory. Any function is to be honored, especially to the trumpet's glory. ”

"Goal" means that at any one time node, there should be a goal, at any one time node, there should be a short and medium to three goals at the same time.

Shi Yuzhu, for example, "giant" Last September in a version, players play one hours to upgrade to the militia, you can directly get swimming, unlocking, dancing and other skills. These things could have been a player's medium-term pursuit for one weeks, but they were all given in a flash, and nothing could be given to him for the next one weeks, which is typical of the goal management mess.

In the interactive aspect, Shi Yuzhu thinks, must through the interest guidance lets the player relations to be better, has the difficulty with when, hits the boss to have several people to fight, the boss is stronger, the friend in the process which the relations will be better. To deliberately design a few good friends to be difficult to share, and enjoy. In addition, hatred is an interaction, but hatred within the country is to be made as little as possible, and a disadvantaged party can easily be run by a strong one. Hatred should be used as much as possible between groups.

When it comes to surprises, Shi Yuzhu said: "There is no randomness, the online games have no tolerance; there is no randomness, there is no game." Why play Mahjong is fun? Because it has a lot of randomness in addition to effort, the two can have wonderful chemical reactions that bring a strong appeal to the player. Put into the game, the better design should be four points of effort, six points random. ”

Talking about advertising: advertising is the brain of investing in consumers

"Advertising is actually an investment. In the consumer's brain, it is an investment in the consumer's brain. Shi Yuzhu thinks, if the advertisement language old change, a year two years change advertisement language, that the accumulation of the front is all lost. Advertising, the most afraid is to play a period of time to change, the slogan can not change as far as possible. ”

For example, in the 1994, he had a head fever and a few products, including pharmaceuticals, health products, computers, software and so on. At that time more than two weeks in the country spent 50 million of advertising fees. Design team designed more than 100 ads, is often a version of advertising, two suites together. Advertising content is a row of great men, Marx, Einstein, engaged in a row, arm in arm to go forward, it says "giant group."

"At that time, I was trying to make a momentum, but the advertisement was really a failure and it didn't do any good to the company," he said. Shi Yuzhu said: "I made two mistakes, one is too much advertising, the pattern is too much." The second is the wrong positioning, money to do the image of advertising, products are often only in the corner, a little effect is not. ”

Later, in the project of the brain platinum selected the "Holiday this year not receive gifts, gifts also received brain Platinum" This simple, easy to remember the slogan. "This sentence is actually sentences, contradictory, but sentences is the most easy to remember, and the gift of the ' ritual ' word repeat more, easy to remember. The slogan was set down. I said at the time that the slogan was going to be played for 10 years. ”

Price: a reduction is suicide

When it comes to pricing, Shi Yuzhu's point of view is very clear, the price is suicide, resolute can not do price promotion. "We should pursue long-term gains and not just see short-term gains." Short-term earnings are two points, eager to collect money and reduce sales. ”

"I have been opposed to the sales promotion, the brain platinum 11 years did not drop the price." Shi Yuzhu said, he has seen a statistic, the world famous manufacturers, there is not a case is because of the price increase in total sales. After the price reduction, the total sales decline and the product death cases abound.

In Shi Yuzhu's view, the price is poison: "After you drop once, the second time must be larger than the first time." After a year, although the quarterly earnings are increased, the experience is astronomical. ”

How to set the price? Shi Yuzhu concluded: "Never let consumers feel expensive, so he can accept." ”

For example, he said, the game has a best knife, need to set a gem on the top, let him spend 1000 yuan. But if you let users spend 1000 bucks on a gem, we certainly do not buy, the later design way is, let him 10 yuan to buy 1 gems, on the set, the probability of success is 1%, in fact, the last is spent 1000 yuan, but this way consumers easy to accept, the consumer side is wide.