If the product does not meet these rules, is there no chance? There is still a chance.
When I talked about the selection rules in the book King of Metamorphosis, I cited the example of handmade brown sugar and analyzed the reasons why it is not suitable for social e-commerce channels.
How to find another way to make the originally unsuitable products suitable?
I haven't thought deeply about how to solve this problem until someone consulted me a few days ago. Someone at home has been making brown sugar for decades, and now he has made a kind of brown sugar, ginger and jujube paste, and a bottle of 380ML is for 48 yuan. I sold dozens of bottles in a few days, and someone wants to represent me. I think the scene is getting out of hand. Find me a trick.
After a simple analysis, we found several problems with this product: ① Tmall has many similar products with higher prices and lower prices, and has no competitive advantage in the e-commerce platform; ② The price is low and the single profit is low, so it is difficult to develop through social e-commerce channels.
Therefore, it is necessary to do segmentation: packaging segmentation, positioning segmentation, and selling point segmentation. Specifically, we can start from the following three aspects (from the perspective of enterprises):
1. selling point refining, can not simply relieve dysmenorrhea, can be eaten for a long time.
2. Increase the customer's consumption every time and increase the repurchase rate.
3. increase the price. Strict quality control and transparent production process.
After these three aspects, products can be sold through social e-commerce channels and can be used as an agent model. The reason for this is the following：
Raise the price. How much?
According to my experience, in the social e-commerce channel, customers use the product for one month, and the price is more than 200.
48 yuan products are sold to 200 yuan? This is not a robbery!
The price increase is mainly due to the increase in value, rather than sitting on the ground. If the value can't be raised, the price can't be raised.
Why do you need marketing between products and customers? Marketing is not only exchanging value, otherwise it can't be a science, a profound art. Marketing is to solve the problem of creating value, creating new and greater value, and then distributing it to enterprises, middlemen (platforms) and customers.
So where does the new value come from? Idle resources, wasted resources, new resources and new services-foothold: let enterprises make money and let customers get results.
How to enhance the value of this product, brown sugar ginger jujube paste?
1. is positioned as a daily tonic for women and can be eaten for a long time.
2. Improve the grade of outer packaging. People need clothes and products need packaging.
3. Throw away the glass bottles and pack them in small packages, about 25ml each, and the dosage of each box is half a month. It is equivalent to consuming 2 bottles per month.
There is a marketing story that the diameter of toothpaste is enlarged 1MM and the dosage is increased by 30%. Everyone has a different opinion. Jujube ginger syrup, which is not a medicine, cannot be guaranteed at 25ML per day (about 50ML per egg). Customers can't feel the changes in their bodies and get no results. But that the product has no effect, which is very different from toothpaste.
4. You can use time elements, such as Monday to Sunday. Small packages (bags) are different every day, if you can add some warmth. Many people have mild obsessive-compulsive disorder. Eating products marked "Monday" on Tuesday will make them uncomfortable and make customers form the habit of reuse.
What are the advantages of repackaging compared with glass bottles?
First, it is easy to carry, the possibility of persistence is greatly improved, and it is also convenient to share and spread. Nobody wants to go out with a big glass bottle and a spoon on his back. Too much trouble and no face.
The second is to increase consumption every time to make customers feel relaxed, otherwise they will get tangled when they eat a few spoonfuls.
Third, it is the dream of every enterprise to let customers form habits and consumption habits. The core is to find ways to reduce the cost of customer behavior.
In this way, the cost of the enterprise will not increase much, but there is a lot of room for premium. You can give these premiums to agents and let them serve customers well. Including many weight loss products, the price is extremely high. For example, the cost of miscellaneous grains in 20 yuan is one or two hundred yuan in meal replacement powder, but the product is only a medium, focusing on service, helping fat people to develop good living habits, losing weight scientifically, giving them encouragement and so on. The value of the service is only charged on the product.
Later, I found out that a company really used some of my ideas. For example, the retail price of a bottle of 380ML brown sugar ginger is not good 108 yuan, and customers are recommended to eat two bottles a month (2 16 yuan a month). I can understand social e-commerce at first glance, but there are still shortcomings in product packaging and selling points. It's still a glass bottle, so expensive to sell!
In ancient times, there was a saying that "one general was incompetent and the three armies were exhausted". Now if we don't work hard on the top-level design of the business model, the possibility of death is small, the possibility of failure is high, customers don't like it, enterprises are difficult to survive, and employees have no dignity. ...
Many problems of social e-commerce are problems of top-level design of enterprises, and top-level problems cannot be solved at the bottom.
The King of Transformation: WeChat Business, Social E-commerce Practical System, published in cooperation with, has been listed, showing you how to build a business success puzzle in all directions. Dangdang link? Tmall link? JD.COM link