Top of the Great Era

Chapter 1652 Education Market
Zhou Buqi was planning to go to Germany to find Mr. Hope and talk about starting a football group. Unexpectedly, an unexpected person came to London——Tang Binchen.

He was very happy, and didn't have to go outside to meet him, and invited him directly to his home. Even the secretaries Sun Wanran and Ning Lu, as well as Zhen Yu who was wearing home clothes, didn't shy away from it.

Zhou Buqi would keep him at home for dinner, and then ask him why he came to Europe this time.

Tang Binchen said with a smile: "Two things, Ucgram's European team is about to operate independently. I'll come over and have a look. I appointed Fujii as the vice president of business."

Zhou Buqi didn't know much about the details, "Independent operation? What's going on?"

Tang Binchen explained: "Ucgram in Europe was previously operated by YikYak's team. Now it has scaled up. The English version has 300 million users, and German, Spanish, and French also have more than 100 million users. There are a total of more than 700 million in the district. Ucgram is operated independently."

"Which one is Fujii? Fujii tree?"

"Yes, it's him."

Zhou Buqi was a little surprised, "Sent him to Europe? Isn't he your most reliable assistant?"

"The Japanese market has already been won, and there is no need for his assistance." Tang Binchen said confidently and seriously: "I have analyzed it, and I think Ucgram's success or failure mainly depends on the European market. The American market is changing too fast. Entrepreneurship There are too many companies, too many competing products of the same type, and too little loyalty.”

Then, he described his product ideas.

As we all know, C-end products are generally free, and there is no loyalty at all. If a similar product that is more interesting and fun appears, users may run away.

Therefore, how to cultivate user loyalty has become the biggest challenge for all C-end product managers.

This point can be learned from the products on the B side.

The product loyalty of the B-end is very high. In many cases, even if there are better competing products, customers will not change the product, and will continue to pay until they can't bear it.

A very important logic behind this is that the migration cost is too high.

Just like the cloud computing industry, once you become a user of Ziwei Cloud, it will be difficult to switch to other cloud computing platforms in the future.

Not only is the cost of data migration too high, but it is also a problem of usage efficiency.

In the past, the employees were used to using the products with their heart and hands, and the work efficiency was very high; if they changed to the new products, the interface, design, usage and functions had all changed, and they would be very uncomfortable to use. The adaptation time Many companies cannot bear the painful period, and there is no need to bear it.

The loyalty of B-end products often does not depend on the loyalty from the heart, but on the passive loyalty.If you want to change it, you can't change it, so you can only be loyal.

For Ucgram, the biggest migration costs are actually two.

One is the content stored here by users, that is, many pictures uploaded; the other is the community relationship established by users operating here for many years.

These two major migration costs make users have to be loyal.

The reason why we should pay special attention to the European market is because the Asian market is already very loyal. This is Tang Binchen's stronghold, and he is almost a monopoly.The U.S. market is the complete opposite. There is no loyalty here. Many young people are rebellious, and they always "draw a line" with their past selves.

In contrast, Europe, which is less off-the-wall than the US, can serve as a springboard to loyal Asian markets, another market to focus on maintenance.

Zhou Buqi said: "The European market is much more difficult than the North American market."

Tang Binchen said with a smile: "Because of the difficulty, the loyalty is higher."

"how to explain?"

"The US market is less difficult. After the emergence of competing products, we may take advantage of the fact that we have not reacted to the market, forming a scale and showing strong competition. The European market is different, so many languages ​​​​, with so many versions, it is very difficult to operate. Even if there are new competing products, they will not be able to scale up in the European market in a short period of time. For us, it is equivalent to having Sufficiently long buffer zone and strain time."

"The idea is feasible." Zhou Buqi nodded, "What about the second thing?"

Tang Binchen said with a smile: "Do some experimental marketing strategies for the education market."

"Oh?"

Zhou Buqi is very interested.

Tang Binchen said: "Apply it in London first, and find an operator to cooperate with."

Zhou Buqi asked, "What is cooperation?"

Tang Binchen explained from the beginning, saying: "Smartphones are still relatively new gadgets. If you want to replace traditional multimedia phones, the threshold in developed countries is not price, but market education. Many people don't know enough about the use of smartphones. I Japan has conducted research and found that many users have not become Helo users after purchasing a smartphone. This makes me wonder, Helo is a must-have app for smartphones, why don’t they install it?”

Zhou Buqi said: "No."

Tang Binchen nodded and said: "Yes, there are a group of people who don't know how to download new apps, and their cognition can't keep up; Didn’t know Helo existed. For whatever reason, they just use the pre-installed app on their phone.”

Zhou Buqi was very happy.

From these few words, it can be seen that Tang Binchen's understanding of mobile Internet products is far superior to that of other people in Ziwei Star. In the current period, he is probably the only one in the world.

Ucgram quickly gained momentum after its launch, even better than Helo's development, which is related to his comprehensive and accurate operation strategy and unique observation angle on the market.

Tang Binchen went on to say: "I did research in Tokyo, and later commissioned teams in London, Los Angeles and Seoul to conduct research separately, and the feedback results were almost the same. This determines the marketing strategy that our mobile Internet products should have in the future. "

"Well, let's talk about it."

"It should be more direct, sharper, and more vertical! Traditional Internet marketing is to advertise on the Internet, or to promote soft articles on the Internet, induce downloads, and import traffic. In the early days, there was actually a more simple and crude way, with lower marketing costs and better promotion effects.”

"Exciting views."

Zhou Buqi raised his hand to signal him to continue talking. From his expression and attitude, he could feel his ambition.

Tang Binchen said: "The best marketing method at the moment is to cooperate with mobile phone manufacturers and operators. Pre-install our App directly into the mobile phone. This avoids all the initial investment in market education and can be directly converted into users. "

Zhou Buqi agrees, "This kind of thinking is more applicable when the early mobile Internet market is not mature enough. After a few years, the market has been cultivated, and the effect will be greatly reduced."

Tang Binchen nodded, "Yes, in the final analysis, smartphones and mobile Internet are emerging products. If you want to create phenomenal products, you must first educate the market well, just like the newly launched iPhone4."

iPhone4 has been launched, and the market is still booming.

Similarly, there has never been a lot of discredit by Nokia, Motorola and other peers.

Just a few days after it was launched, negative news appeared, saying that the design of the signal line of the iPhone 4 had serious flaws, and the signal was always poor when making calls.

Aroused great controversy.

At this time, Jobs stepped forward to educate the market, saying that you are holding your mobile phone in the wrong posture when you are on the phone. This is a smart phone, and the design is so beautiful. Why are you covering it so tightly? The iPhone's sound system is well designed. As long as it's not played outside, it won't be overheard by people next to it like a feature phone, and it doesn't need to be so tightly covered.Expose the edge of the phone and the signal is fine.He also said that the iPhone will not be changed, and the change should be user habits. The iPhone is perfect, but the users are not.

Depend on!
That's a scary statement.

Jobs's brain circuit is really different from that of ordinary businessmen.

When other companies encounter this kind of product crisis, they may come out to apologize, or spend public relations expenses to suppress the negative news.Jobs didn't, he stood up and educated consumers about criticism.

Then, iPhone4 is still selling well all over the world.

Even the country is sold out.

Originally, nearly 5000 yuan for a mobile phone was very expensive for domestic consumers, but many scalpers appeared and sold it at a higher price.

When emerging products come out, the biggest cost is actually the cost of educating the market, so that consumers can learn to use their own products correctly.

It’s really rare in the business circle to stand up like Jobs domineeringly, and more exist in the art circle, such as poets, painters, calligraphers, film directors, performance artists, etc. The public does not understand their works , It's not my own problem, but the public's low-end aesthetics.

But it is not difficult to understand that Jobs himself is an artist in the field of product design.

Zhou Buqi asked, "How do you want to educate the market?"

Tang Binchen said: "As I said just now, cooperate with operators. Many consumers lack understanding of smartphones and applications. The manuals of mobile phones also introduce hardware configurations, lacking soft functional guidance. There is even a lack of application guidance, and users basically have to go to the store to download the app, and then figure out how to register, log in, and use it. For many people, the threshold is very high.”

Zhou Buqi praised: "Yes, it's on point!"

Tang Binchen said with a smile: "So I came this time mainly to cooperate with the British telecommunications company O2, and first printed 100 million copies of the smart phone guide booklet, and put it out to see the effect. The brand logo of O2 is on the booklet. It has a publicity effect and can also improve their sales and service quality. More importantly, this brochure can be used to induce users to download and use our products."

"Ok?"

Zhou Buqi's eyes lit up.

This is something he never thought of, even in his previous life in the mobile Internet world for more than ten years, he has never experienced it.

Cooperating with operators to print a batch of guidebooks similar to manuals can indeed have a very good market education effect!

In the past, this kind of manual was the task of hardware manufacturers. They produced products, and then used the manual to briefly introduce their products and provide appropriate instructions for use.

Hardware products need manuals, why not software products?
(End of this chapter)