How to subvert giants in the era of mobile Internet?

The era of mobile Internet has truly arrived. As smartphones have become fully popular, the mobile dividend has actually begun to disappear. In the early days, anything that came out, including apps and public accounts, could get a lot of downloads or fans. But today, I am too lazy to download several popular apps, and as for public accounts, most people have already unsubscribed or don't read them at all. This is the end of the dividend. Games like Angry Birds and Fruit Cutting would never be popular today.

Now that the mobile Internet era has arrived, there may be many differences from the Internet era. Some directions may lead to industry disruption. The giants have no way to solve these problems. The only way is to acquire and use the advantage of money to kill all kinds of future. This shows two problems. First, you can do it, and second, the worst you can do is to be acquired. Then let's take a look at several changes that may cause disruption.

The free model may be disrupted

The free model is the logic of the Internet. The logic of the Internet is very simple. A large number of free users, and then convert a small number of paying users, thus realizing the business model. In order to have a large number of free users, free is almost necessary. Charging will lead to an ugly death. Even if your model does not charge users, you will definitely introduce other places such as e-commerce platforms and games to collect money, so this is basically the most basic business logic of the Internet. This logic leads to the fact that the most profitable must be the entrance. Baidu is a search entrance, and Taobao actually relies on in-site search advertising. Although Tencent does not act as an entrance, it has social stickiness and will also convert paying users and game users. Some people call it a social entrance.

If the free model has any cultural support, it is the Diaosi culture. This is also the reason why the European and American paid models died ugly in China, because the social development levels are different.

But today, the Diaosi culture has changed. The Diaosi of the past have grown up and are no longer proud of being Diaosi. They are even ashamed. They have become the backbone of white-collar workers, and their children no longer consider themselves Diaosi. They even like to "make friends with the rich". Those who still call themselves Diaosi are the tail of the last era, and they may be the eliminated group.

The most obvious feature of the mobile Internet era is that there is no entrance. No one can control the entrance, not even WeChat. Tencent, the world's largest game company, has long occupied the top few places on the iOS list. Recently, "Dota Legend" has taken the top spot for many days. "Dota Legend" was promoted by multiple channels such as 360, and it has been disrupted in a field that is least likely to be disrupted. It is worth mentioning that Tencent's WeChat is also known as the one who got the first mobile ticket, but it still cannot achieve absolute monopoly in its most powerful field, the world's number one. Then there is no need to talk about other fields.

What is the reason for breaking this monopoly? Paying users, and high paying users. Online game players account for no more than 5% of all players, but they contribute 80% of the revenue in this field. Tencent's mobile games make a lot of money from casual games, relying on Tencent's extremely powerful active users, large numbers, and low payment to obtain high revenue. Online games do not have so many users, but the payment is higher. Whoever controls this group of high paying users controls the bulk of the mobile game revenue. It can be said bluntly that Tencent has educated non-game players to play mobile games, and general mobile game users pay, and then some of these paying users will become high paying users of heavy mobile games. Taobao has cultivated users' e-commerce habits to benefit JD.com, and Tencent has cultivated game users to benefit the mobile game industry.

This case is slightly vertical, but it actually tells us that there are a large number of valuable high-paying users on mobile phones. You don't have to care about the feelings of a large number of non-paying users. As long as you capture these people, you can get a lot of income. This kind of thing rarely happened in the PC era, except for Shi Yuzhu's "Giant". It is much more likely to happen in the web game era. In the mobile era, almost every high-income game is playing this game.

Recently, high-end agricultural products produced by Lenovo Joyvio, COFCO Womai.com, and Benlai.com have also begun to flourish, which also shows that the value of these high-end users is beginning to be discovered.

Small but beautiful and a thousand fans

When Alibaba proposed the concept of "small and beautiful" before, I was still dismissive of it, thinking that from an industrial perspective, this kind of C2B customization almost violates the law of business. But from today's perspective, I think this concept is correct, but it is still unlikely to be realized on the Taobao platform. Because the traffic on the PC side is still too expensive, "small and beautiful" is exhausting, but on the mobile side, this logic is completely fine.

This has to do with WeChat Moments, which is my most well-known field. To be honest, after a year of development, there are about 20 of my members with turnover exceeding one million (maybe it is unstable and fluctuating up and down), and dozens of people with more than 100,000 may also exceed 100. In other words, I may be the largest channel for micro-marketing at present, with a monthly turnover of more than 30 million, and the number of people affected is conservatively estimated to be in the millions. This sales model with almost no operating costs can truly achieve small and beautiful, and achieve a monthly turnover of one million. Some only need a team of three people, and one person can work hard and add a mobile phone. This is truly small and beautiful. From a cultural perspective, Feng Xiaogang's "Private Customization" can be regarded as the starting point of this field.

A trainer came to me and said that he was one of the first trainers in China and could train up to 4,000 companies at the same time. He was very successful for a while. He has trained countless companies over the years. I said that this idea may change today. The previous hard-line promotion may not work. We must do small and beautiful. What is small and beautiful? This can be extended by KK's theory of one thousand fans. The theory of one thousand fans tells us that if one thousand hardcore fans are willing to give you a day's income, you can support a self-media. If it rises to the level of enterprises, if one thousand enterprises recognize your value and give you some service fees every month, you can still live a very comfortable life.

Here we have to abandon the past way of bragging, making phone calls, attracting traffic, training, and then losing customers. We have to serve them with small and beautiful standardized services. If one company gives you 10,000 a month, then it is 10 million, and 120 million a year. As long as the loss rate is relatively low, we can accumulate more and more in the future and become bigger and bigger. What we need to do is not the past deception and packaging, but actual stable and testable Internet services to complete the Internet transformation of enterprises. This is small and beautiful.

Some people have written articles about how to win your first million users, but what I want to tell you is that the most important thing is how to win your 1,000 die-hard fans. According to my practical experience, once this group is established, they can solve most problems by helping each other. You will have to put in less and less energy, and the value of the group will increase. The only difficulty is that you must have enough level and intelligence to control it . Because of fragmentation, the mobile terminal is not as easy to fool as the PC terminal. Because it is difficult to import a large number of users, and users can completely see what kind of person you are and what level you are by looking at your previous words and deeds.

Emotional Marketing and Experience

Previous products were emotionless, and marketing was almost all about advertising. Since the mobile Internet era, that is, the social era, marketing has begun to have emotions, which is also the so-called fan marketing. Now if you don’t do fan marketing and only do advertising, you are already an outlier in the mobile phone field, and mobile phones are the real entrance to the mobile Internet. The changes in this field are worth our attention.

In the industrial age, products are products and advertisements are advertisements, without emotions. With the fragmentation of communication channels, the influence of CCTV has also greatly declined. Just like e-commerce companies like Taobao, the focus before was on traffic diversion. Although the focus now is still on traffic diversion, the maintenance of old customers has become more and more important. For B2C, new customers almost always lose money, and the cost of attracting new customers can only be recovered by the subsequent consumption of new customers. The focus before was on price attraction, but the effect of low-price attraction has become increasingly poor, and the value of service is getting higher and higher. This is also the reason why JD.com has risen and Taobao has declined. Because service can bring users a better experience, and a better experience will build emotions, which will reduce churn and increase trust. In the past, users were very angry when the product quality was poor, but now the product quality is poor. We have seen that after some mobile phones have been repaired many times, fans will still buy them happily and recommend them to the whole family. These are the importance of emotional marketing.

Many people have misunderstandings here. Emotions have several characteristics. First, personalization cannot be replicated. You cannot have the same emotions for different people. Second, emotions need to be built up slowly. There is not so much love at first sight. Third, emotional maintenance requires care, otherwise it is easy to turn from fans to haters. Therefore, it is definitely impossible to gain fans in a hurry for quick success. For marketing, making good products is the greatest responsibility and contribution to fans. Therefore, those who slowly make products tend to have more real fans. Fans are willing to spend more money to buy products they think are sincere, but it should be noted that you must not use low prices as a gimmick, otherwise you will not get true fans, but only those who are greedy for bargains.

Burger King once conducted a fan experiment. Any fan who unfollowed Burger King would receive a McDonald's burger. Their fans decreased from 38,000 to 8,000. The result was that the interaction rate increased by five times, and the remaining fans were all loyal fans. What you need to do is to maintain these 8,000 people, because they are real fans. No matter whether you give them benefits or not, they will help you promote and bring in more new users. Yes, in the new era, what we need is to find these 8,000 people, or even 1,000 people, or even 100 people!

If we summarize it in one sentence, the Internet era is the era of quantity, and the mobile Internet era is the era of efficiency. Because the whole world is fragmented, users are fragmented, industries are fragmented, time is fragmented, channels are fragmented, and after there is no entrance, you must cherish any user you can retain. Of course, I have no doubt that the giants can continue to acquire these users through acquisitions, but I also believe that the continuous rise of fragmentation will make the giants gradually lose their ability to acquire, because in the end there will be too many and too fragmented. Maybe everyone has their own fragmented customers, and even a housewife may have ten people buying the freshest baked bread from her for a long time.

Truly everyone has a chance, but you have to change your old mindset first.

via: Titanium Media