At the beginning of this month, I took part in crowdfunding in JD.COM, and I finished my scheduled goal in only five hours. Its co-founders shared relevant experiences.
Crowdfunding is the best way to promote brands.
From the perspective of global technological innovation, crowdfunding plays an increasingly important role in brand or technology communication. No matter how high-end technology brings convenience to life, if you can't find a suitable platform for more people to know, its spread speed and efficiency will be very low, and its value will not be well reflected.
There may be many examples of crowdfunding failure or failure to achieve the expected results. It doesn't matter how much money crowdfunding can raise, nor is it an end. It is mainly through this way to test the degree to which products are recognized by the market and welcomed by consumers.
Our first product is a mouse, mainly for consumers. Users can slowly experience the function of replacing passwords with finger veins, and users can also give us more suggestions for improvement.
Basic process
If you want to go to JD.COM for crowdfunding, first show them your own products. If the product is good, they will ask you to fill in the form for the record, and then send someone to follow up and communicate various details such as product drawings and copywriting.
In terms of team, we need two parallel teams, one is R&D and production team, and the other is publicity and promotion team. It only takes two weeks to process JD.COM crowdfunding application forms, copywriting, pictures and other promotional parts. Then wait for the product release and testing. Crowdfunding in JD.COM requires you to have the product in kind, and even the packaging box will be strictly examined.
In addition, crowdfunding must be differentiated, and it is really something that can have a bright spot in the market. Otherwise, they (JD.COM) would rather not do this project.
R&D and production
1, giving priority to supply chain.
When designing products, we should first consider the supply chain. First, the quality and cost of products are designed, not managed. When designing this product at the beginning, I have to consider what kind of LED lamp, microwave chip, lens and module to assemble my mouse, which will directly lead to the cost of subsequent products; Secondly, it involves the supply and availability of equipment in production. Therefore, in the process of realizing this product, in the creative design stage, we must discuss and fix the supply chain problem.
At first, we inspected the supply chain, including its capacity, qualification, production line and operation process, including how my product and mouse are combined in technology and structure, and how to match them. All these were implemented after we made an evaluation and thought it was feasible.
Step 2 find a big-name supplier
In the process of product development and production, you must find famous and well-documented suppliers and ask them to give you a guarantee. Our small-scale startups often choose small-scale manufacturers for various reasons. It may not be a cottage, but if you cooperate with such an informal company without technology, production capacity and overall risk response experience, something will definitely happen in the future. This will greatly affect the effect of crowdfunding.
3, the production process to do double backup, double insurance.
The delivery time should be carefully formulated, and fans must not have the feeling of skipping tickets. In order to avoid the passive situation of ticket skipping, double backup and double insurance should be done in the production process. For example, including some schemes, some materials and some processes, we have prepared two schemes, one of which needs the best scheme, and if we encounter technical bottlenecks in the short term, we may have a backup scheme. Of course, the products made by this scheme must be within the acceptable range of users.
word edit
1, trademark problem
When all our products were launched in JD.COM through crowdfunding, we originally planned to launch them on 12, and on 1 1, JD.COM claimed the registered trademark of Wukong. No one expected that a crowdfunding product also needed a trademark. At that time, all our copywriting was approved, and because of this, crowdfunding almost aborted. Finally, we came up with a way to add cein before our product name, which became the current cein Wukong Finger Mouse. Because cein is registered, infringement can be avoided.
2. Express the highlights of the product.
Many versions were prepared and overturned during the publicity, so we should consider from the user's point of view and don't talk too much about technology. We have set up many scenes to let users feel that these are all things happening around them and touch their pain points. Describe this pain point in a popular way, try to present it in the form of pictures and videos, and don't use lengthy words and techniques.
3. Designate a special person to work closely with JD.COM.
We have almost finished the pictures of JD.COM's advertising space, and then JD.COM will help you grab the advertising space. In addition, JD.COM requires that the photos must be delivered to them within two hours. The earlier, the better the advertising space you get. Their requirements are still very strict, such as the size of the picture must be xx*xx, the number of selling points of the product must be, the set scene must not be too empty, it must be easy for users to understand, and they will review these contents in detail.
Let's take price as an example. We had our own understanding of pricing at first, but JD.COM may be more experienced in this field, and may formulate a more reasonable, attractive and skillful price range.
Crowdfunding in JD.COM requires that your product be consistent with the description of the product description. Do not write "No.1 in the world" or "preferential treatment", and do not falsely or exaggerate the functions and characteristics of products.
For example, at first, we imagined that we could write down the platforms where the mouse could log in later, such as QQ and Taobao, which were all within the controllable range, but we couldn't log in when we gave them to JD.COM, so we couldn't write them. Now many entrepreneurs think that I am a crowdfunding product, so I hope to write all the functions that can be realized in the future when describing my product, but JD.COM will think that you are cheating consumers.
Media dissemination
1. Establish cooperation with the media and push more promotional materials.
Media publicity before crowdfunding is still very necessary. If we put more energy into this aspect, the effect will be very obvious. At the Hard Egg Fan Festival at the end of last year, our products once ranked first and were exposed by many well-known media. In addition, we also cooperated with many media, including Baidu, and published many manuscripts.
In addition, two days after the crowdfunding went online, we also played the I endorsement video made by the entrepreneur for us, and we also participated in other activities endorsed by the entrepreneur I, which was very helpful for our crowdfunding success.
2. Make full use of WeChat and QQ group.
In terms of WeChat, the first thing is to cooperate with WeChat and make full use of its own resources. For example, the bosses of startup companies have strong resources and contacts, including partners and investors. And our own employees, make full use of all available resources to spread and promote.
In addition, we have also established a lot of QQ fans, thus gathering a lot of real fans, and at the same time, we have to arrange special customer service to maintain this group. For companies without professional customer service, I suggest that they bring everyone into this group, because users will reflect various problems, and there may be some technical problems that customer service can't solve, and technicians can answer them in time.
Including in the topic area of crowdfunding page, there are also many technical controllers and gamers, and they also put forward many specific needs and suggestions, which we can adopt in future products. On the one hand, we should get real feedback, and at the same time let more people know about finger vein technology, which is also convenient for our future market promotion. These two points are very important.