In his inter-year speech, ro jin-woo said that the internet was beginning to enter the second half of the game and that internet enterprises needed to move from broad operations to sophisticated ones. As the author enters the operator's industry at a time when the operator's industry is undergoing a transition from broad-based to sophisticated operations, there is some similarity between the two, so it is possible to talk about the growth of internet enterprises as users from the operator's industry experience。
I. How the enterprise is gonna be entire
At the core of client growth is the customer value that the product can provide on a sustainable basis. For example, the operator provides communications services. The value that fails to meet the needs of the client is false。
Operators provide a package of communications service solutions for clients, including text messaging, voice (long talk, city talk, roaming), traffic. When twitter replaced text messages and voices, the flow became an ace for operators。
In terms of user growth, the provision of competitive communication services is the focus of efforts by the three main domestic operators. As a result of the first three mobile brands – moving zones, global communications, and godstate – based on customer demand, rather than business demand, most of the market share, connectivity gained first on the rapidly expanding wcdma network in the 3g era, and relatively cheap flow costs, the size of the users expanded rapidly, while the advantages of the network moving into the 4g era were clearly better than connectivity and the network situation reversed, while telecommunications adopted a steady and steady approach, combining meals with the integration of broadband, mobile phones, fixed words and subsidizing a family。
This is a strategic-level client growth strategy that identifies its core strengths and provides clients with services that exceed expectations on a continuous basis. At the tactical level, we can start with products, prices, channels, promotions。
1. Products
The main products provided by operators are numbers, food packages, terminals, value-added operations, etc., and quality numbers tend to bind users for the rest of their lives, so operators are seeking additional sector resources。
Packages and terminals are the main focus of operators on products. The three brands that were launched during the 2g era were mobile: global service, motivation zone, shinzhou, located among business tour users, campus users, local users, commercial tour users, multiple telephone calls, monthly food packages, but with more voice and text messages, voice charges naturally do not distinguish between urban words, long words, roaming; campus users have low consumer capacity and small circles, but communicate with a high number of school meal packages, monthly rents are cheap and launch virtual campus networks with only monthly functional fees; local user circles are mainly limited to local areas, with low communication needs, low monthly fees for the goku meal, few voice messages, text messages and voice charges. Mobile practices can be found in product brand breakdown and positioning。
With the spread of smart terminals, they became the subject of competition among the three main operators, and they worked hard on the “contract machine” product: working with high-end, apple machines to launch strategic machines; going to the terminal subsidy war; and launching a variety of storage and purchase-for-carrying campaigns。
Product homogenization is increasing, and the lower the cost, the flow and voice can already be carried over the month, while the level of user consumption is rising, the sensitivity to cost is decreasing, the three operators are not very different in terms of cost, and user growth based on cost advantage is no longer the preferred option。
China's social channels of movement are said to be close to 700,000, and china has half a million proxy channels, not including the operators' own outlets, and such large sub-linear distribution channels have undoubtedly played a significant role in the growth of users. Channels are a direct point of contact affecting user decision-making, and the operator's access subsidy policy is also very strong, especially in terms of re-energizing the users, who often receive several dozen new access subsidies, as well as a steady re-entry of users into the network and the maintenance of channel cards。
The development of online channels has led to a gradual shift in user purchase channels to the online, to the operator's agency for charge of calls, to the offline office for mobile phones, and to the telephone, online and hand-held office for operations. Underline channels will be less and less dependent。
In the midst of the growing number of channel media, operators have also begun to use data as conduit synergies, relying on their own mass of user data, using data modelling to identify accurate marketing target users, exporting target user lists, and using online and sub-linement synergetic marketing to take advantage of different channels。
4. Promotion
Operators have many marketing tools that are unprecedented, but are followed by the internet. Owing to the high level of homogenization of products, operators had to work hard on marketing. Apart from spring festival, chingming, 51st, mid-autumn, national day, new year's day promotion, popular events, start-ups, shopping festival promotions, new products on the market, and old customers' feedback promotions, it is considered a promotional day. Promotional means, on the other hand, include call money, terminal subsidies, flow grants, electronic vouchers, tied promotions, value-added business grants, in-kind gifts, etc。
In order to ensure marketing effectiveness, operators often set promotion thresholds for promotional purposes, such as a monthly return of gifted activities, which often increase users ' network time; a commitment of consumption amounts to enable them to participate in certain activities and increase the value contribution of users; and a number of means for operators to increase user consumption, such as the development of user flow consumption habits through flow grants, laying the foundation for subsequent flow consumption。
Ii. How internet enterprises can build on the experience of operators for user growth
How does the internet industry grow users? Let's take the example of the o2o take-out service. Strategicly, the ongoing customer value of the out-sale industry is safe, convenient and delicious, home-to-door service, with the focus on safety, convenience and delicious. Following the previous years'subsidized wars, the o2o delivery platform formed a three-fold pattern of hunger supported by the bat as a back-up, and the following analysis focused on the three delivery services. Tactically, we describe products, prices, channels, promotions:
1. Products
The main products offered by the take-out include: regular meals (including evening snacks), fruits and fresh fruit, coffee, flowers and cakes, and medicines, of which the income from regular meals is estimated at around 80 per cent. The three delivery platforms themselves do not produce meals, but instead introduce thousands of restaurants to provide meals, so, like operators, the three delivery platforms are highly homogeneous. Product-driven innovation requires the establishment of competitive product systems. From the point of view of the needs of the users, the demand for food is to find a good meal that meets the taste of the population。
The following improvements can be made:
(1) disaggregated meals based on dietary requirements
As users grow in size and diversity of demand, china moves to take the lead in branding moving zones and positioning young white collars. This was the first brand to be created from a client's needs rather than from business needs, and then china moved to grow by 20 million users over a period of 15 months. By distinguishing between commercial and campus users and local users in communications, china moves to promote newer users by introducing three brands: moving zones, global communications, and shinzhou. With the diversification of out-selling meals and the growing demand of users, the demand for user meals needs to be further broken down, not only by the division of the business cooking system, but also by the need to refine the demand behind meals, such as diets, nutritional equilibrium meals, organic food meals, heavy tasting meals, medical fixes, etc。
(2) data mining, individualized recommendations
As the wealth of booking data increases, the demand for meals using data modelling becomes more accurate. The amazon electrician's “guess you like” tends to help users to find their subconscious preferred commodities; and the internet-enabled “daily song recommendations” often gives users the sense of “aha moment” and “just want to hear this song”. Currently, most of the recommendations for the delivery platform are “similar recommendations” and “branders”, nearby restaurants, etc., which are able to recommend, based on user-ordered data, meals of similar tastes and potential tastes, and improving the accuracy of data mining algorithms is the direction of the delivery platform。
2. Price 3. Channels
