Explosive videos, 10W+, Screen Poster, TVC ... Can good content solve the problem of corporate growth?

Edit Introduction: The high -speed growth of the enterprise requires the growth of the sales business, team, and brand, not a single aspect. The author of this article shared the content of sales of sales, telling the underlying logic of sales growth, etc., let's take a look at it, I hope it will be helpful to you.

To answer this question, we must first know what the problem of corporate growth is clear.

There are three main problems in enterprise growth: the growth of sales (business), team growth, and brand growth.

Without the growth of sales, it is impossible to have the follow -up effect. Only sales, no brand growth, like walking with one leg, walking too fast, inevitably wrestling. The high -speed growth of the enterprise stems from the combination of these three.

For these three major problems, you can write a book for any point. This article mainly talks about the growth of sales.

1. The underlying logic of sales growth is the product hard core

Don't get me wrong, the "hard core" I said does not refer to how high the technology of the product is, but "good enough", which can stand the market inspection and user scrutiny. What technological content of a T -shirt can have, it is just a bit different from good fabrics and experience design.

Many people have different definitions for "good enough", such as the founder of the industry (Tesla, Apple), which created a certain category (vitality forest) cost -effective, outstanding product differentiation, etc. Absolute innovation is doing some micro -innovation, such as: packaging, design, beauty, experience, performance, etc.

Don't underestimate these micro -innovations and put them in any field. These small innovations may contain billions of tens of billions of business. It is not that the giants do not care about these, but they have no energy or have to give up doing this under the loss of this. Therefore, many new consumer brands that are mainly based on category innovation have been born in these years.

Is it possible to make a vote in the capital market after doing these micro -innovations? It is not impossible, mainly by luck. Compared with the past today, any industry is more intense and more internal. In addition to the waste of resources, the consequences of this are getting smaller and smaller.

Therefore, optimizing the entire process of the product, improving the sense of experience and value is already the bottom line of the product. In a competitive environment of weak meat and strong food, the law of survival is: yesterday's highest standard is today's lowest requirement.

Don't be trapped in a feeling of self -movement. If it is not achieved a historic breakthrough, don't brag. When everyone raises the benchmark line of the industry by one centimeter, the average level of this industry will rise by one centimeter (vice versa).

If your product just reaches the reference line, there is nothing worthy of showing off and big books. The real good product lies in the control of the details, so that people who do not understand are amazing, and the people who understand can appreciate it.

Second, sales growth depends short -term traffic, long -term brand

Have you ever thought about this problem: the same coffee ingredients, posted with Ruixing and Starbucks LOGO, why do you think it is normal for a cup to sell you 40 yuan, and you still feel expensive to sell 20 yuan. This is the benefit of brand premium. If Starbucks is just an Internet celebrity brand, I am afraid that it will not live today. The coffee market is fiercely competitive and has a strong replacement.

Operating a brand is to run a business. Do not easily define your users. In the era of generalization of traffic, users are the most difficult group to be defined. You can divide them in a certain age range, and then follow the weight. , Moderate and mild classification, do not limit them by labels such as income, regions, occupations. Anyone with consumption power may become your user, provided that it is to reach and wake up by what ways.

Don't take them too high, unless your brand has become a "religious brand", most users will abandon if you use it. Don't try to change what you want to change through an emotional story or Lifestyle. You don't have 100%of your energy to invest in concerns and love for your family.

The importance of the brand to the company is self -evident. Many founders like to say that they are an XXX brand. The real brand has never been defined, but has been circulated in disputes and discussions again and again. Those ways of success were also summarized by Zhuge after personnel. Apple never said that he is a high -end brand, and Starbucks has never defined itself as a lifestyle brand.

Third, the content is the volume, there is no traffic without sound volume

The growth of sales comes from two aspects: advertising and promotion. No matter what aspect, the premise is that the content is good.

What is good content, there are many opinions:

The good content is the 10W+of the public account; the good content is the 10W likes of Douyin and station B; the good content is the screen poster of the circle of friends; the good content is to take a good TVC; the good content is "combined with efficiency" Essence It is difficult to define him with the standards accepted by everyone. Whether a brand has no volume is whether the content is done well. At the moment when 80%of traffic is concentrated on various shopping platforms, short video platforms, video websites, and social platforms, how to ask for resources to the platform has become a compulsory course for enterprises to learn every day.

Will good content bring good sales? not necessarily. Because the logic of doing business and the logic of content are different.

What is the logic of the content (who I do, what can I do), and what is the logic of business (good or not good), more attention to transformation and result orientation. Why can't New Oriental's live broadcast sell goods last long? If only "he" is a versatile live broadcast room, the content is well done, then the thousands of talented anchors on Douyin, do you still do n’t be popular with knowledge bloggers?

It is not a problem to make a variety show a daily sales of each live show. But the problem is that the logic of users' shopping is not like this. If it is just to sell a small object, isn't it that the product is good and the price is very affordable. Do you start immediately?

Who will calm down and spend more than ten minutes to listen to the anchor's talk about a bunch of life truths and parents. If you really want to learn a language and knowledge systematically, it is better to open a course.

The reason why live shopping is addicted is that it can save users' time and decision -making costs in a more efficient way. Instead of making the original efficient links more lengthy.

Fourth, conclusion

How to create sound volume and make this volume continue to play a practical problem that every new consumer product brand has to face. Advertising creativity, topic marketing, full platform launch, private domain operation ... There is no once and for all solutions.

After all, solving the problem of growth is not only a problem of marketing, but also a question of how to operate a business.

Although the existence of all products is to solve the needs of users, they do not want someone to enlarge this demand by intimidating, exaggeration, and selling anxiety, but only need to give him a time to inspire him to buy at some point. Reasons.

#Columnist#

Chu Wei, WeChat public account @(Chuwei2016), editor -in -chief of Nanxun.com. Everyone is a product manager column writer, mobile e -commerce, WeChat marketing observer, as a producer reporter, and later joined the mobile Internet. Love research, follow new media, WeChat e -commerce and other fields. I hope to meet a like -minded friend to communicate.

The original published in this article is a product manager, and it is not allowed to reprint without permission.

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