Top of the Great Era

Chapter 1653 Manual

Such an idea really greatly solved the marketing problems brought about in the early days of the mobile Internet, which made Zhou Buqi very excited, saying: "Manual! Yes, manual! Give every smartphone user a guide to download , installation, and use of the necessary software instructions!"

Tang Binchen said: "The number of smartphones in the world has exceeded 1 million, but the number of Helo users is only 3600 million. This shows that there are still many smartphones that have not installed this product."

Zhou Buqi nodded, "Yes, I criticized Lu Qi just because of this."

Tang Binchen said: "I think it's a matter of marketing ideas. In many technology-related magazines and technology-related Internet forums, Helo is almost overwhelmingly praised. In the app stores on mobile phones, Helo also continues to dominate the list. But Why are 70% of smartphones not installed with Helo? In addition to the diversity of the system, users do not have enough awareness of new technologies and products.”

Zhou Buqi agrees with this.

Now is the early stage of the budding stage of the mobile Internet. There is still a question mark whether such a new gadget as a smart phone can completely replace a feature phone.

Many people buy smartphones... not because they are powerful, but because they are expensive and because they are following the trend. In fact, when they buy smartphones, they are still the same as before. They usually just make calls and send text messages.

Not to mention that it is only 2010, even 10 years later, there are still a large number of sinking users who use smartphones at most for WeChat videos and Kuaishou, and do not know any other functions.

The product manager of the C-end of the Internet has a very common concept, which is probably to draw a person for the user: IQ is super low, temper is super big, patience is super small, and super poor.If a product can meet these conditions, it basically has the potential for success.

Basically the same logic.

But, it's the early days!

Even if Helo is a product that is mindless, convenient, simple, and free...but this thing is a new thing after all.

If the user has cognition, it will be easier for him to take the first step.The current situation is that the market is not educated at all, and users generally lack awareness of smartphones and mobile Internet. It is really difficult for them to take the first step.

Internet marketing thinking, such as Internet advertising, content induction, traffic introduction, etc., is very effective. It is based on the fact that after users have taken the first, second, and third steps, let them continue to take the first step. four steps.

All beginnings are hard.

Now is the first step. The set of Internet marketing strategies that Lu Qi is currently leading Ziweixing International to implement is not enough.

Tang Binchen said: "Now, those users who are more familiar with the mobile Internet are Helo users. This is also the reason why Ucgram users are growing so fast. Because according to the user scale of Helo, there are about 3600 smartphone users in stock. 3600 users who are very familiar with the mobile Internet, Ucgram can easily carry out marketing to this group, so as to quickly accumulate users. But after reaching [-] million, it may encounter a growth bottleneck similar to Helo, and it needs to educate the market. "

Zhou Buqi nodded, "There are many Internet users, but they understand the Internet, but they may not be able to understand the mobile Internet. This requires marketing from the Internet to the mobile Internet."

"Yes, break the circle."

Tang Binchen felt that this term was very accurate.

The limitation of Internet marketing is that it can only be marketed within the circle.That is, a person must first be an Internet user before he can conduct Internet marketing on him.

Although both the PC Internet and the mobile Internet are the Internet, they have circle restrictions.This restriction is not big, but it also requires the product side to consciously carry out market education in order to guide Internet users to mobile Internet users more quickly.

Tang Binchen said with a smile: "The PC Internet and the mobile Internet are both the Internet, so it is not difficult to break the circle. Everything is difficult at the beginning, and the difficulty is to find the best starting angle."

"It makes sense! It makes sense!"

Zhou Buqi praised again and again.

At this moment, Boss Zhou also felt educated.

In the past, Zhoubuqi and Luqi had similar marketing ideas. At the same time, they marketed their own apps through the app store on the smartphone side, spent money to buy recommended places, and attracted users to download them through long-term leadership.

But here comes the problem. A large number of smartphone users don’t even know what a mobile app store is. No matter how good the marketing promotion in the app store is, what’s the use?

There is no way to break the circle of education for this majority group.

So how can these users who lack sufficient understanding of smartphones educate them?For traditional users, of course, it is best to use traditional marketing methods.

Target them in their circles.

Many newspapers and magazines have introduced Helo, saying that it is a magical product on smartphones.But the marketing effect is not accurate enough.To market Helo, you need a smartphone first.

Cooperating with operators is the most accurate way.

When selling a smart phone, the salesperson will present a beautiful instruction manual on the use of the smart phone... This can not only show the considerate service of the seller, but also put the marketing on the user in a solid manner.The salesperson can also make some presentations for this.

Tang Binchen said: "About the reading rate of the instruction manual, I did a market survey in Tokyo. I feel that this is a human thing, and it should be similar all over the world. Whether it is buying medicine, buying a computer, buying a mobile phone, buying a house, buying a car... If it is If you buy it for the first time, the reading rate of the product brochure is almost 100%.”

Zhou Buqi agreed: "Yes, the earlier it is, the more effective it is!"

It's like buying medicine.

When buying cold medicine for the first time, you need to read the instructions carefully and then take it as required.After buying one box, when you buy the second box and the third box, you have completed your marketing education and become proficient. You don’t need to read the instructions, and you can take medicine after opening the package.

At this stage, it is the "first time" of mobile Internet products!
The effect of the instructions will work very well!
Zhou Buqi waved his hand and said loudly: "This is a very good idea! This is not just to promote your Ucgram, this plan is completed, and it will have a circle-breaking effect on all our Ziweixing products!"

Tang Binchen was somewhat proud, "My ambition is not just a Japanese market, just a Ucgram."

Zhou Buqi ignored this and asked, "What about the cooperation model with the operator? How is it?"

"I visited O2 today, but..." Tang Binchen was a little helpless, "The British are so arrogant. I connected with them a week in advance, but the only one who entertained me was a London university named Coretta. District Manager."

It seems that in the eyes of British Telecom O2, the president of Ziweixing Japan and the president of O2 London are at the same level, and they are talking on an equal footing.

It's just too presumptuous.

O2 is only the second largest operator in the UK, and it doesn't even rank in the top five in Europe.

Zhou Buqi snorted and said: "This group of people is used to their problems. I was in Manchester United two days ago, and I scolded those British people. It's okay, you can talk about your cooperation ideas first. If necessary , Tomorrow I will call out both the chairman of the board and the CEO of O2!"

Tang Binchen knew that this guy had a lot of face, so he said his thoughts with a smile, "The telecom operators in Europe and the United States are very competitive, which is different from that in China. In order to retain users, they will provide very good services and sell When it comes to mobile phones, more often they are contract phones.”

"Ok, I know."

"When selling a contract machine, in addition to a contract, sometimes there are some souvenirs and some brochures of the company. O2 is like that, the brochures are beautifully printed, just to leave a memory for users. It is a good and deep impression, so that users can continue to choose O2 when they choose operators in the future."

"Propaganda brochure?" Zhou Buqi shook his head, "This model doesn't work well. Functional manuals are worth reading, and no one likes to read promotional manuals."

Tang Binchen smiled and said: "Yes, Coretta said that the role of brochures is very low. About 300 million copies are issued every year, and the total expenditure exceeds 50 pounds. The headquarters tried to cut this business many times, but they still didn't. They Think of that as part of great service. I think that's the breaking point."

Zhou Buqi felt that O2's marketing model of giving away brochures was really low-end, and it was no different from handing out leaflets on the street.However, it doesn't matter.

As long as there is a chance for Ziwei Xing!
"That's right, a breakthrough!" Zhou Buqi followed Tang Binchen's thoughts, "The essence of cooperation is win-win! No one likes promotional manuals. If they can be combined with functions, users will be passive because of functional needs. Accepting the effect of the publicity without hesitation, this is the more clever method. Damn, we have done O2 a big favor this time! No, we have to sign an additional contract and get the exclusive right to cooperate!"

"Exclusive cooperation?"

"Yes, Ziweixing provides high-quality content to help O2 promote it. Ziweixing will also invest money and bear the printing costs with them. The premise is that O2 can only cooperate with Ziweixing. It must be exclusive and reject all third parties."

"Well, that makes sense."

Tang Binchen took it very seriously, and felt that this way of thinking was correct.

In the guidebook jointly launched by Ziweixing and O2, in addition to the promotional elements of O2 in the background, the main content is to recommend Ziweixing’s products.

If this model is successful, maybe other Internet companies will learn from it in a decent way, and will also pay for operators to print brochures.

This road must be blocked!
The opportunity to send money to the operator is still covered by Ziweixing, so I won't bother others.

(End of this chapter)