Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 11 Popularity Strategy: Popularity is the foundation of performance (2)
Gold medal customers can often form a "master model". The so-called master is not just a star.Still taking Lefeng.com as an example, in addition to celebrities, it also has many experts from the fashion and beauty industries, who use their professional opinions to provide women with fashion solutions.Therefore, Lefeng.com has gathered almost the most influential group of "talent resources" in China.Sometimes, this kind of expert resources can bring more popularity than star promotion.Talent recommendation has gradually become the most popular topic among users on Lefeng.com, and their recommendations are also the most trusted by users. The result of this model is naturally to increase the proportion of users who make multiple purchases and attract more users to join.

4.3.2 New Strategy for Small Businesses: Make Good Use of Grassroots

For small and medium-sized enterprises that lack star resources, how to exert the star effect and how to adopt the talent model?Taking microblog as an example, since microblog users can actively receive information, the microblogs posted by microblog users can be seen by others. If there are enough listeners, effective large-scale direct dissemination can be formed.If a person has 10000 listeners, then he may be seen by 10000 people if he posts a Weibo.The communication effect of a Weibo is equivalent to the communication effect of the 20 highest-level QQ groups!

According to the law of 250, behind every customer, there are usually 250 relatives and friends.If you win the favor of a customer, it means you have won the favor of 250 people; conversely, if you offend a customer, it means you have offended 250 people. The law of 250 plus the huge base of Weibo fans will be an inestimable spread effect.

Therefore, small and medium-sized enterprises do not need to look for celebrities and experts, but only need to look for some "grassroots big names" with high fan activity, and place soft advertisements in their best-quality and most widely spread Weibo.

From the day when the product form of Weibo was just born, the market's understanding and demand for social marketing first focused on the rapid diffusion of information.The "Grassroots Tuba" as a diffusion node quickly became the best choice to meet this demand.And these grassroots tubas have a unique room for growth in the initial stage of poor content on social networks. The creators of grassroots tubas are sought after by the media as entrepreneurs of a new business model.Therefore, at that time, many companies' understanding of social marketing was to buy large-scale forwarding.For example, a large e-commerce platform in the early days purchased thousands of large sizes for each activity, and the average monthly purchase amount of large sizes was at the level of one million yuan.Therefore, a large-scale forwarding advertising trading platform has also appeared in the market, with a monthly turnover of over [-] million during the peak period.

The model of large forwarding has made the popularity of many small and medium-sized enterprises continue to rise, and the sales of their products have also continued to increase.Of course, this model is also a bit aesthetically fatigued for mobile Internet users.They browse a large amount of fragmented information on the mobile Internet every day. Maybe every day they have the opportunity to browse more than 10 soft advertisements released by the grassroots he follows. This high-density bombardment will increase their acceptance of such advertisements keeps decreasing.However, the application prospect of this marketing model itself is still very broad, but the enterprise needs to pay attention to the continuous optimization of the promotional content.

The grassroots “Genius Little Panda” on Weibo often posts very interesting stories with pictures and texts, most of which are ridicules and ridicules. Because of the witty writing style and funny pictures, its reposts generally exceed [-].However, careful netizens may find that some extremely hidden soft advertisements often appear in his graphic stories, or it is a new mobile phone or a new computer.But most of them appear in the form of being complained about, so most fans don't care, and will repost them cheerfully.

There are many similar examples, some of which you don't even think are advertisements.And that's what makes these ads so successful.

In any case, the era of mobile Internet is an era of high-quality content. Whether it is a star, a talent, or a grassroots player, it is just a channel to accumulate popularity. What companies really need to care about is how to provide users with the best quality content.

4.4 The hunger effect: Don’t take out all the products at once

Hunger marketing refers to the intentional reduction of production by commodity providers in order to regulate supply and demand, create the "false" of supply shortage, maintain high commodity prices and profit margins, and also achieve the purpose of maintaining brand image and increasing product added value.We have already mentioned the use of hunger marketing to attract attention and word-of-mouth communication effect, here is a detailed example to explain the mature application of hunger marketing in mobile Internet marketing popularity strategy.

4.4.1 Grab first release + futures mode
The representative of hunger marketing in China is none other than Xiaomi.The outside world is full of curiosity about why Xiaomi can achieve today's success, but Lei Jun tells us how Xiaomi achieved success in the simplest language.Xiaomi can achieve success in a short period of time. In addition to the excellent product quality, the success of marketing is also a very important factor.So, what marketing methods does Xiaomi use?
When Xiaomi first launched the "grabbing the first launch" on the Internet, some analysts said that what Lei Jun did was actually what financial speculators did.What Lei Jun sells is a concept of scarcity, and what he plays is the futures model.However, scarcity and futures are nothing new.Up to now, even Lei Jun himself no longer avoids this kind of view from the outside world. He even confirmed that the reason why Xiaomi was able to achieve great success in a short period of time is that Xiaomi adopted the sales form of "grab the first launch + futures model" .

The so-called rush to launch means that the company is the first to produce products with the latest hardware and software and the most advanced technology.It is very difficult to make a world-class launch of high-end products, and it cannot be done without strong technology.For example, Mi 2 is the first in the world to adopt Qualcomm APQ8064 quad-core 1.5GHz processor, Adreno320 graphics processor, 4.3-inch IPS ultra-high PPI precision retina screen, 2G running memory, 16G storage space, and has a new generation of back-illuminated 800 million pixel CMOS camera.It is not difficult to see from the debut of Mi 2 that only by adopting the world's best hardware and top-level configuration can it be regarded as the real world premiere and can impress consumers.

Of course, some people complain about the futures model, mainly because a large number of people who want to buy Xiaomi mobile phones cannot make an appointment online.However, Xiaomi’s futures model is not intentional, but because the mobile phone industry is like this. The latest model will not be available in the first 1 to 2 months, but it will still be released. This is the law of hardware, and it needs a climb. process.However, Xiaomi's hardware is purchased from around the world, but Foxconn and IAC manufacture the hardware, and Xiaomi cannot control many aspects.However, Xiaomi will try to shorten this timetable as much as possible.In addition, Xiaomi is considered to be a futures model. Another reason is that Xiaomi intends to reduce the pressure on inventory, so the order volume has always been relatively conservative.Every time an online reservation is made, there are always about 10 to 30 units, and the next batch of reservations will be considered for sale only after they are sold out.

The reason for rushing to launch is because Xiaomi has technological advantages, while the futures model is because Xiaomi has developed rapidly in the early stage but its production capacity is slightly insufficient.Surprisingly, the combination of these two situations inadvertently fulfilled the marketing model of Xiaomi's hunger marketing.Therefore, Xiaomi's hunger marketing is not only due to production restrictions, but also has its intentional planning.

4.4.2 What cannot be bought is of course a good thing
When Mi 2010 was launched in 1, I didn’t understand the market, and it was understandable that I didn’t dare to produce more. However, it’s a bit strange that the mobile phones that have been sold for a year have sold more than 300 million units but still can’t grasp the sales volume.Therefore, Xiaomi's sales strategy can only be intentional.Although through the futures model, more profits can be obtained by waiting until the price of the hardware is reduced before increasing sales, but if you don’t sell new products when the momentum of new product launches is strong, and you have to let customers wait, aren’t you afraid that customers will switch to other brands of mobile phones? , Chicken and egg fight?
Therefore, hunger marketing must grasp the appropriate degree.The essence of hunger marketing is to stretch the life cycle of products, but how to stretch it strategically.

(End of this chapter)