To push back into a start-up company new favorite: Difficult to withstand the flow of expensive

This is a very typical scene: 20-year-old wage earners Zhang (a pseudonym) from an electronics factory in Dongguan from work out of the workshop, after a hard day, want to find some entertainment.

He pulled out Huawei's Android phone from his pocket and came to the small telecom business Hall at the factory gate. The business Hall is full of more than 10 people like him, many workers in the selection of new mobile phones, or on the phone on a small problem and the business hall, the salesperson's face impatiently sent them.

At this time, the business hall at the door of a person responsible for marketing mobile phone software and Zhang chat up, Zhang learned that he could download all the entertainment he wanted for free through the two-screen interactive machine at the door of the business Hall: the latest Hong Kong movie, the Phoenix Legend song, some trendy games, or some other fun mobile apps ... As a result, he did not hesitate to fill the phone with content, until the memory card is not fit.

Of course, everything Zhang play is controlled by a set of behind-the-scenes systems, as long as Zhang play games on the phone and buy things to spend, and there may be someone involved.

"Only about 10% of the people in the store choose to choose their own, most people will not just follow our default recommended software to install a key." "Specialized in mobile phone application promotion of the steering Media executive director Chiu told reporters, a few months ago, the steering began experimenting on the business at some of the factories in the PRD, and it turned out to be surprisingly good, and it was no exaggeration to say that they were directly in control of a sizeable part of the mobile phone, they could recommend either a game or a B game. , depending on which game vendor gives more money.

The way the Internet is being promoted has been so expensive that it has become a new favorite for many startups. Especially in China's internet and mobile internet fast to the three or four-line cities and rural advancement process, the Earth to push the most primitive way more effective.

The "three low" crowd is best suited to push

One of the things that inspired Chiu's venture was that, not long ago, his father, who had retired at home, had his first smartphone, a 499-yuan Huawei smartphone customized by China Telecom, but never used it for a while.

Chiu hands-on teaching dad how to use the mobile phone shopping mall. Unexpectedly, dad actually bought on the addiction, an uncontrollable, he used mobile phone in Jingdong has bought Lenovo's music pad, the Patriot's computer audio, Philips Electric shaver, even including LCD TV such as thousands of Yuan big. Chiu Dad tasted the sweetness of online shopping, but also taught a large number of elderly friends around how to buy things in Beijing east.

Chiu jokingly said, teach dad use mobile phone shopping less said to help Jingdong a year to bring 100,000 of sales, if he recommended is suning easy to buy, perhaps this 100,000 sales will return to Suning.

"If there is a business model, I help it develop a user, it is according to sales and I divided, this will be how much a quantity?" Chiu said, this is his founder to guide the media inspiration.

Pointing to the media initially in Hubei and other provinces operators Business Hall pilot, in the local hired a number of push personnel, in the doorway to help users install mobile phone software, and application developers divided.

Chiu told reporters, pointing to the media has now been with three provinces of which five operators have reached strategic cooperation. Hubei Telecom As an example, Hubei Telecom annual shipments of 3G intelligent custom set more than 1.7 million, customer service more than 3 million times, this is a large user community.

However, the pointing encountered the same problem that all the companies trying to push were experiencing: poor replication. Because the provincial operators are independent management, in the province opened the situation, in another province may not be cut.

Then, pointing to a breakthrough at the factory gates of the Pearl River Delta, where workers are often referred to as the "three Low" (age, low income, and short working life), the cost of these users on their phones is no less than that of urban white-collar workers.

"When we went to a lot of factories in the Pearl River Delta, we found that many workers had iphones in their hands," he said. Chiu told reporters it was beyond their imagination. Since most of the workers have no computers or WiFi in the rental housing or dormitory, the mobile phone is their only form of entertainment, so the group spends a considerable amount of money on mobile entertainment every month, and these employees ' smartphones lack a place to download and install the software.

"Workers are far more familiar with smartphones than we think. Chiu pointed out that many of the factory workers in the Pearl River Delta have a good grasp of these handsets, and they can easily dismantle and install the phones, and play up the software.

Pointing to the media began in the Pearl River Delta, some factories in the operator's office to develop mobile phone software to push business.

This mode of cooperation by some operators of the office and mobile phone shops are welcome, because these business hall often to meet the user requirements to help install the software needs, they often regard this as a burden, BA no one can put this matter next, so with a very low annual rent let the guidance stationed.

The profit model of pointing the media is, through to the mobile phone users, and mobile games, E-commerce company profit split. Chiu told reporters that the game now generates a very fast revenue, to promote the game than pre-installed in the mobile phone game activation rate is higher, and mobile phone shopping relative to the money slowly, but the market potential is greater.

In the promotion process, Chiu found that China's "three low" mobile phone users are the most ideal to promote the object, they do not city white-collar so picky, basically recommend what to use, lazy to spend time to choose.

and pointing the way to the business model, and the color phone, color in the past year in the country opened more than 4,000 mobile phone factory stores, most of the urban and rural integration, factory doorway and township areas, the color is trying to transform the 4,000 stores, from selling mobile phones mainly to sell services mainly to help "three low" user installed mobile phone applications, Directly form a huge physical mobile phone application to push the distribution network.

Alternative to push

For tens of thousands of mobile phone app companies, how to attract users is a big problem.

The list used to be the most efficient way to use Apple's iOS, but now the App Store is on the top of the list, and Apple has begun to tighten control.

It is also an important channel for the app to be implanted by the factory pre-installed and parallel brush machine, the price of a single preloaded customer is usually as high as 1-2 yuan. But pre-installed market effect is worse, the market is very confusing, no one knows the pre-installed software can finally reach consumers ' hands, because the middle may have been brushed several machines. and pre-installed in the mobile phone application, many users may not need to, some are cumbersome registration, landing shut out, will not be used in depth.

In Japan, telecom operators have a strong business hall network to assume the role of the push, operators will be a variety of applications face-to-face recommendation to consumers. In China, the telecom operator's Network Service awareness is still very weak, at this stage the operator's network is still to sell mobile phones and charging mainly for the promotion of mobile phone applications.

Because of this, only to give guidance to this traditional way of push left a living space.

In fact, many of the domestic large internet companies in the early years of history, the push has made a significant contribution.

The expansion of the number of Ctrip is largely from Ctrip in the airport, railway station effectively pushed, Ctrip business staff will be waiting patiently explain the benefits of Ctrip, how to use Ctrip booking hotels, this century in the early days of the internet is not developed, played a very good effect.

And in the process of the rise of the grand early stage also has to push the figure. Chen to the Internet café as the center in the national construction of a powerful game promotion channels, in the interests of the real temptation, there are more than 100,000 Internet cafes to participate in the promotion of Shanda's game, which is "blood legend" red over the country's one of the most important reasons.

However, push is a very expensive way to promote, "If you have access to online access to Low-cost traffic, you certainly do not go down the line to push." Angel investor Tingchenling says, generally speaking, the cost of the push is higher than the Internet access users.

Tingchenling says the push is efficient only in segments where the value of a single user is usually large. For example, Ctrip individual users of the average consumption amount of more than 4000 dollars, through the push to a user, you can produce such a large water, so the higher the cost can also cover off.

Compared to the Internet promotion, push is a very "heavy" business model, the need to raise a large number of promotional teams, resulting in high management costs. When market growth slows, it will directly affect the company's profitability. For example, Ctrip has been criticized by some investors for keeping a huge call center and pushing teams to increase the company's costs.

The main fingerprint payment refers to the Yang Yijun marketing Manager to write a account, in Shanghai subway station set up a 5 to 10 square meters of small experience station, The monthly rent is between 15,000 and 30,000, the staff responsible for promotion mainly take Commission commission, monthly income from thousands of to 10,000, one months down, a subway station can develop hundreds of to 1000 users. In addition to the development of users in the MTR station, refers to Changtong also choose to do in a number of cooperative businesses there to do on-site marketing, that is, the scene for people to deal with fingerprints, told them to transact immediately after the merchant discount.

"We calculate that this way of pushing the cost of developing a user is around 50 dollars." "Yang Yijun said.

In order to promote the effect of promotion, refers to Changtong is racked his brains. Not long ago, refers to Changtong in Shanghai Hongqiao area of the bustling office opened a Japanese-style ramen noodle shop, a bowl of the original price of 20 dollars of ramen noodles, if it is to pay the general household, with a fingerprint payment as long as 10 dollars, such a discount makes every day at noon a large number of white-collar line to eat ramen, in the white-collar line of the process, It means that the staff can sell the new business to them, and they can use it in the shop immediately.