Before, I listened to a brand consulting company to share in an open class. All I heard were illusory concepts, and I had no actual ability to implement them. I thought: Ah! Just wasted us another hour.

However, in the review of the brand consulting master speech PPT, there is a page let me think deeply, the above general idea is that our responsibility is: insight into the user’s underlying needs, with exquisite design to help customers with users!

The first sentence is very empty, what is the user’s underlying requirements? A hundred people have a hundred opinions. The second sentence is not the same, with beautiful design to help customers to fix the user, is not the fact that we Internet people say that the product can absorb the amount, the channel is more willing to push.

In the traditional industry is also the same, a product brand party to spend billions of advertising, product visibility is high, natural marketing ability is strong, channels are willing to push. Why are channels willing to push? Because the brand side has helped the channel to fix the user, the channel only needs to put the product on the table.

This is a good product in everyone’s eyes, and what we do most in daily operation is to promote the product better, whether we do benefit activities, lottery activities or optimization of picture materials, the purpose is to improve the conversion rate of product download or purchase, and the operation that can do this is naturally good operation.

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01

What is helping customers get users

It has been some time since I switched from the Internet to the traditional industry. Now I have entered the skin care industry and started the supply chain business. The reason for my choice is to find a business that I can still do when I am in my 50s or 60s.

The Internet is the world of young people, our elderly operators or early transformation into industry will be more secure.

To get back to the point, because I have come into contact with skin care products, I have seen the selection logic of many stores. Just like the idea of how to recommend products through application distribution channels, they all choose products that can attract more and attract more money as the main promotion.

Viewing traditional offline stores from the perspective of the Internet, that is, the daily flow of people is fixed, which is equivalent to the fixed display volume of each row every day. It is a test to the mind of operators to choose which products have a higher purchase conversion rate and a stronger repurchase rate.

When I do channel operation, even if S level games do not give advertising fees, the same as the main push, why? Because the same position, s-level games can bring in revenue of 1000 yuan per day, ordinary games can only bring 100 yuan, any fool knows to put s-level games.

Is the person who opened the store an idiot? Of course not, they also know to put the most profitable products in the most eye-catching position, and the most profitable products in the final analysis is the user has recognized the product, the brand has educated the user, the channel just say: I have this product, come and buy it. Just follow the brand and make money.

There are two things the brand side should do. One is to enhance the market awareness of the product and let more people know about the product. Second, to improve the quality of products, so that more people like to use this product;

The product is good and well-known, such as the old tan sauerkraut beef noodles, when put on the shelf, some people will buy it, which is that the brand side has helped the channel to fix the user, as for the black material behind, that is another thing.

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02

Why help customers get customers

Now DTC (brand face to consumer) is very popular. With the removal of middlemen, brands earn more and users enjoy more affordable products. What a beautiful picture, but it is just a beautiful picture. A product to do big, is absolutely inseparable from distribution channels.

You can distribute an Internet product directly to users on the Apple market, but you can’t do anything on Android without the app distribution market. Traditional business is even more important. By opening flagship stores directly operated by e-commerce, millions of sales can be achieved in a month. However, in order to achieve the national market and become a national brand, channels are indispensable.

DTC may be able to do 100 million plates, but channels can give you plates to do one billion, you see the richest person in the country selling water, still rely on the capillary like dealer network.

This is the 21st century, finger point, fast food delivery, home to buy all over the world era, dealer network still has a strong vitality, explain what? The essence of commercial distribution never changes, at best in a different form.

Before is the line distributor distribution, now is the community distribution, live distribution, others how to go out of distribution, like to distribute your goods, only in one case, is your product moving pin ability is strong, moving pin ability is fundamentally you fixed the user!

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03

Operations are in the business of taking care of customers

Soul Searching: What is operation? Operators are the ones who push the product out better. Every tweet and poster written by new media operators hope to gain more exposure and let more users know about your products. It is definitely a good operation to achieve this.

There is also private domain operation, which has a great function to collect user feedback and modify and optimize products according to user feedback. The purpose of doing so is to provide products that can better meet user experience.

When we do all this work, we’re doing one thing: getting the user. With each iteration of the APP, the churn rate drops a little, indicating that users like the product more and more.

When I do the traditional commodity operation, DO the outer packaging design, design more than ten types of layout, different color collocation, different font collocation, etc., is to find a design that can attract the attention of users, catch the attention of users, our business in offline channels, will be better pushed.

A lot of business people rely on their personal network to put the product into the channel, after a few weeks, the most common feedback is that the product does not sell wow, can you return or replace the product? After receiving this kind of feedback, I know that this product does not absorb the amount, so I have to change.

After designing several new plates, I threw them into the private domain user group, asked everyone’s feedback, and did not forget to send several free goods as a reward for feedback.

After so many years of Internet and traditional industry operation, I have come to understand that online and offline are just different rules and forms, but the essence of traffic realization is exactly the same.

Remember this formula, which applies both online and offline: money = traffic X conversion rate X unit price, and then factoring in the repurchase rate, it applies anywhere in the world you do business.

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04

The last

A good product is operated a little bit out, a good product behind must be a wave of good operators. So, when you have a product that helps channel to get users, it means you have a good product and you are also a good operation.

The reality is that there are not many good products, which only means that you are not doing well enough, and there is a long way to go. Keep working hard!

Author: Tiger speaks operation, operation post book “Full stack Operation Master” author, operation and promotion bull, ten million running water project operator, columnist, focus on product operation and promotion, good at brand building and explosive manufacturing, known as the operation industry.