The traditional marketing egg effect and the electric dealer's theory of the explosion is interlinked

Titanium Media Note: "Marketing theory of relativity" is the world's senior market director Taobao, Kimme Award promoter jiaqing A column with the titanium media to describe the internet age, the relative or logical logic of the electric quotient form and the traditional business model, and focus on dismantling the business principles and consumption mentality from the examples we have witnessed.

Two days ago and a predecessor said that the traditional supermarket has a theory, called the egg effect, probably mean: eggs sell well not decide whether the supermarket is popular. The reason is that eggs in the food is a consumable, no profit but for the supermarket to bring popularity.

Based on the theory of egg effect, the supermarket is studying a set of very good system, can buy the egg user to carry on the follow-up marketing, analyzes the user's data to judge the user's sex, the physical condition, then pushes sends around the egg the various to have the dietotherapy effect the recipe, then urges the consumer to buy the periphery high profit food two times.

The place where the system is cool is to achieve offline consumer data collection and data analysis, and then use the data to store marketing. The use of this method called large data, for the traditional business has a great lethality. It is also one of the most effective products for 4 a company to make use of traditional commercial grafting. Because the data are scarce for traditional businesses, countless advertisers don't know where the other half is going because they have no data.

Here, it is not suddenly found that the biggest difficulty of traditional supermarkets "data" is the most basic things. And the egg phenomenon is similar to what we call the explosion money?

Taobao development to now, although the entire policy guide is no longer simply to encourage the explosion, but countless martyrs to tell us that in the 4 stages of doing electricity, no matter what the situation, the first stage or survival stage, to solve the survival of the most important means to find their own explosion.

For the "Rich second-generation" electric quotient lying in the data, many people do not realize that they are sitting on the data this gold mine. What if we used the mindset of a traditional businessman to be a power trader? Let's start with the difference between traditional marketing and electric business marketing.

Why the same is the daily consumption of food, supermarkets only have egg effect and did not appear rice effect, soy sauce effect?

First, an egg is a food that everyone likes to eat and can eat every day.

Second, the egg itself is very nutritious, which is to urge everyone to eat every day the power.

Then, the egg is hundred, it can with many other food collocation, achieve more effect. Meet different people, different needs.

Therefore, the supermarket will not bear in mind the cost, even if 0 profit also must guarantee the sufficient supply of eggs.

At the beginning of the electric business, the majority of users chose to choose their own shop to be able to hit the lowest price or find their own most distinctive products. Instead of looking for a burst from the perspective that best fits the user's needs. But the more distinctive the more representative of the needs of the minority, for the initial opening of the shop is elevated. Many people die in the first phase.

Why the user in the purchase of eggs, the supermarket to recommend brown sugar egg soup such as health soup to do related marketing. Instead of recommending more nutritious eggs?

We can imagine that once the information of brown sugar egg soup is pushed to a menstrual hand, the conversion rate of brown sugar will be much higher than the conversion rate of the eggs pushed. This is the creation of new needs.

Shopping through the network platform, businesses can not only sell goods, but also access to the user's mobile phone, address and other information. Merchants can also be in the commodity out of the library, after a return visit and other links to carry out two marketing without being disgusted by the user. This is a rare opportunity in traditional marketing. We have to take advantage of these links.

Therefore, for the initial shop to choose the main push commodity sellers, we can sum up a few:

1, the choice of the explosion is to be able to meet the majority of the customer's basic needs of goods.

2, this product should be able to lap, with other goods in the shop to meet the user's new needs.

3, this kind of goods to cost-efficient, almost can be no profit.

4, once the formation of the explosion will be based on this explosion for the center to do related marketing.

Considering that most of the shops are specialized in a certain category, so do not rule out the sale of hundreds of shops across the way.

Finally, for example.

A mask to do business, his most cattle products are to do whitening. But the need for whitening is only 15% of the demand for women's masks. And moisturizing demand accounted for 70%. This business in the initial stage of the shop, not necessarily directly to seize the U.S. white film market, because his products are characterized by the high cost, so that their product to spell prices will often kill themselves. So you can detour, select the time to the low price of the main moisturizing to get the user's data, and then two marketing push to send whitening products. This is to avoid the front of the battlefield to their own flagship products to compete, but also can not spend too high advertising costs. When the user data has been obtained, two times marketing to promote their flagship products, with less effort.