How did three squirrels succeed?
Taobao has always advocated? User experience? However, how much can we really do? User experience is a deep concept in e-commerce circle. Every link from the time the user opens the page to the time he receives the purchased goods and experiences them for three months is in the user experience. The ultimate service, the whole process to the end. Although? User experience? There are not many that can achieve the ultimate, but there are some examples. Do you like the nut brand I will introduce you to next? Three squirrels? It is one of the stores that can maximize the user experience. How? We analyze it from five angles:
(1) Isolate users through excellent visual experience, reduce the bounce rate and increase traffic.
Strictly speaking, the page optimization skills of the three squirrels are not the best, but compared with most shops, they are quite good. Since we opened the shop page of Three Squirrels, we can easily feel a kind of cuteness? Meng? Culture, this kind? Meng? It can attract buyers' attention in the first time and generate freshness and interest. They are creating a forest or even a planet, not to mention children. Even adults will feel happy, which will dilute the strong business atmosphere and isolate other nut shops. Let people enter a unique and unparalleled shopping environment.
Ultimate element:
Small squirrel image: Squirrels feed on nuts. When users see squirrels when they have an appetite for nuts, it is easy to cause * * * to sing, which is one of the essence of marketing culture.
Intimate copy: for example? Master? Xiaomei makes a cup of warm scented tea for her host? Hey? Squirrels are around to warm you up all winter? This kind of copywriting makes users enjoy it very much, and they feel a strong concern and intimacy soon.
Meng:? Meng? It is one of the magic weapons to attract fans on the Internet. The sprouting of three squirrels is not just a simple squirrel image, but a culture. This culture can be deeply felt from opening the page, consulting customer service and receiving the package.
(b) Interfering with users' thinking, increasing transaction volume and enhancing transformation.
I remember that before the three squirrels came out, netizens bought nuts on Taobao by weight, but if you went into the store of three squirrels, you wouldn't want to buy or sell them. This also means that your mind is disturbed and your subconscious has accepted the bag purchase. At this point, the three squirrels also instilled an idea in you: how many bags should I buy to eat nuts? Naturally, before you know it, you will buy more bags.
The ultimate mystery of marketing: changing users' thinking, habits and even life. Three squirrels did two things. Perhaps for some users, three squirrels have achieved three points.
(c) Impress users with numbers, lower the defense line and accelerate transformation.
What are the snacks that customers usually care about and worry about? Is it safe? And then what? Price? Two aspects.
In the shop of three squirrels, you will see some figures, such as discount information, sales information, ranking information, price information and so on. These data are all to prove two points:? Can I trust you? And then what? Not too expensive? Therefore, they also appropriately dispelled customers' doubts. Of course, many people say that the three squirrels have now achieved the category number 1, and naturally there are so many data to support it. So how did the three squirrels do it when there was no data in the early days? Keep talking about the source of products, processing and production links, the advantages of producing areas, the safety and hygiene of their own big factories and so on. This is their preliminary work, and a series of pictures are enough to make customers feel safe, hygienic and inexpensive. This is also the successful marketing road for the three squirrels.
Another purpose of marketing: to reduce the psychological defense of users and make users trust!
(d) Use pictures and copywriting to attract users, increase orders and accelerate transformation.
I have always stressed that in order to increase sales, we must optimize the baby's page, including pictures and text. Pictures are like a landscape that attracts your attention, and refined words are the needles that urge sellers to place orders. There is no fixed standard for the quality of pictures and copywriting. What you have to do is to figure out how your baby description (product details) can always be better. The pictures and words of three squirrels are so attractive to customers. You have thought about how much content and energy they put into each module, even how much text content and pictures they put into each selling point, and how much material and energy they prepared behind the scenes for these contents and pictures. You might as well go to its shop and have a look to find out. It's really not easy to do this.
The purpose of copywriting and pictures: isolate users, entice users, and constantly improve users' purchase intention.
(e) Create surprises for users, upgrade brands and increase repurchase rate.
Unexpectedly, three squirrels are the best. They grasped the most critical link of interaction with users, that is, the moment when users received and opened the package. I saw cards, clips, peeling bags and so on. It feels different in an instant. I used to be too lazy to buy nuts in the street. The main thing is that there is no place to spit. If I buy it more than once, it will easily fade and become brittle. The good one will give you a paper bag, and the bad one will give you a thin plastic bag. I poke it and it will break. But the three squirrels thought about these problems in advance. Their paper bag is really strong, and the exquisite little gift is a lovely squirrel key chain, which is not only beautiful, but also just promotes the store. So thoughtful, how many stores can do it? Why not make customers happy?
The key point of marketing: don't let your product become a burden to users, and solve their concerns in front of users.
Doing a good customer experience is not only the magic weapon for the successful marketing of the three squirrels, but also the ultimate weapon for all stores to win the conversion rate.
The reason why three squirrels succeeded.
The three kinds of squirrels have a strong team, and Zhang Liaoyuan has dug up many talents, covering all aspects of e-commerce. This is the first premise of his rise: even the best ideas and strategies, without reliable people to implement, are equal to air.
Secondly, he is suitable for managing the status quo. Obviously, the general direction and small details are well grasped. The general direction is to grasp comments and customer feedback; Details are reflected in the whole process of graphic design and customer experience.
But these are all clouds? Especially for those large, medium and small sellers who have a certain stable sales volume, I am very curious. Why can't they make it big and break the monopoly of the first explosion in the industry, but Zhang Liaoyuan can break the original industry pattern and break the original explosion, and then make it big?
The strategic points of Zhang Liaoyuan are as follows:
1. Dig the blue ocean in the Red Sea.
The nut market is a Red Sea market.
But pecan (the main product of squirrel family) is a blue ocean market.
We see that hickory fruit has great growth ability, and it is far from reaching market saturation.
Here is an example. About 2006, I ate pecans for the first time. It's creamy and delicious. It feels better than walnuts. Then I invited my friend to eat one. She later told me on qq that she was obsessed with it and forced her boyfriend to look for it for a long time, but it didn't seem as delicious as mine.
Therefore, Zhang Liaoyuan's choice of hickory fruit as the main theme has profound motives. The expansion of the hickory market itself is also the first key reason to support the current performance of the three squirrels.
The market of pecan is very lively and the competition is cruel. You can't sell explosive power by hanging a sign of three squirrels. But this market is big enough. A large enough market means that we can subdivide it into several secondary markets.
Here I simply divide it into two main secondary markets, A market: bulk nut market and B market: bagged nut market.
The representative of a market is not a Tmall merchant, but a roasted seeds and nuts shop in the entity, which is characterized by convenient purchase, contingency of demand and weakening of the brand.
The typical representative of the B market is also an entity, coming to Iraq (it doesn't matter whether you sell nuts or not). It is characterized by stable demand, strict comprehensive quality requirements and unique taste.
The main audiences of B market are: office workers and families. Their basic need to buy nuts is to add a little flavor to this boring or busy afternoon. The secondary demand is to satisfy the appetite and strengthen the brain.
It can be seen from this demand point that their most important product feature is not cheap. But don't bring yourself unhappiness. It is unpleasant to buy too much; Too many bad things are unpleasant; Poor packaging is unpleasant; The shell is too hard and unpleasant; It is unpleasant to have dirty hands after eating; Isn't it uncomfortable to have no place to throw the shell?
They hope there will be no unpleasantness. They hope there is such a nut shop on Taobao. When they see its signboard, they can buy it without worry. What they want is an Iraqi copy on Taobao.
But the problem is, as Zou, a traditional marketing background, thinks: You can't be a brand on the Internet, because you can't win by decoration or endorsement in the shopping mall? All the traditional tricks failed. Taobao is the death of the brand. At first glance, it seems so. 20 13, many former amoy brands have disappeared? Although they have never been a real brand.
Zhang Liaoyuan also found the crux. He abandoned many tricks of peeling fruit. He created a brand-new way for the Internet. I call it: dialogue marketing.
2. Dialogue marketing
There is an old saying, for example, in football, Messi is the heir of diego maradona; For example, in basketball, Kobe is Jordan's heir. However, we actually know that no one can inherit others, and everyone must go their own way to surpass their predecessors. Because the world has been changing.
The same is true of business. The world has changed, and so has the way of playing. You are still adhering to the old method, so you can't concentrate on the lintel. Fundamentally speaking, traditional marketing routines cannot establish brands on the Internet. You must create a new routine.
The essence of the internet is virtual, and many practical measures of traditional business to build brands are completely useless.
The second attribute of the internet is flooding, even if you? Success? Reproduce a traditional kung fu trick and be copied by peers in an instant? Sooner or later.
The third attribute of Internet is social network. ? People? Start comparing? Information? Important. One example is that books are free at first (online novels), but the author's fame is getting more and more valuable, and even some businesses buy them out.
Once upon a time, we made the appearance of the brand high-end atmosphere; Now, customers can't see this, so we will make the brand spokesperson a high-end atmosphere, and then let customers and spokespersons communicate one-on-one!
What is a brand? Brand is unique, brand is familiar, brand is unique. When we create a unique brand spokesperson. This brand naturally lives.
There are many ways to express this brand spokesperson. Three squirrels use one of them: brand virtualization. And it is the most popular animation virtualization? This is consistent with the snack characteristics of nuts.
So we can see, whether it is above the fold on the description page of three squirrels, or the bonus of squirrel package, or the personalization of squirrel customer service? Three squirrels? The expression and shaping of this cartoon image is the whole process, which is consistent, unified and harmonious.
? I communicated with you? You will definitely remember me. Just depth.
In fact, this trick, its embryonic form has long existed. For example, traditional clothing stores (the proprietress is the spokesperson), such as many millions of sellers in Taobao (the boss has a colloquial self-address, and the page is full of monologues).
Dialogue marketing is the second key to support squirrel's performance.
marketable
From the perspective of traditional business, it is to find the most suitable area for opening a shop, such as the entrance of the community (looking for high-quality traffic sources); Then optimize the product structure, improve the level of decoration and shop assistants (improve the conversion rate); Finally, crazy copy, crazy shop (resources tilt, fully expand the quality supply).
Then, you will naturally grow bigger and bigger. I heard an example the other day, saying that a boss who made clothes opened a shop against the market in 24 months and opened hundreds. Now the sales have started to reach 654.38+0 billion.
The same is true for e-commerce. Looking for high-quality goods, for three squirrels, such as drilling exhibition, such as double 1 1, such as poly-cost-effective; Then improve the conversion rate through dialogue marketing; Next, crazy investment in the corresponding channel costs.
Some people will say that it is not easy to do a good business now, and it is not easy to do a drilling exhibition now. ? Please pay attention to the illustration above? It is never bad to gather cost-effective and drill exhibition, but competitors have raised the cost of competition. Before your conversion rate is close to that of your competitors, you should not use poly-cost-effective and drilling exhibition.
Marketability is the demonstration of squirrel's comprehensive strength. It can't be done overnight, and it can't be done by another manager. Need to have a consistent understanding of e-commerce from CEO to customer service. Therefore, Zhang Liaoyuan does have two brushes.
He can achieve marketability so quickly, which is the third key to support squirrel's current performance.