It'S A Real Pie In The Sky - The Sales Volume.

Log on to a test site, pick out the products you need, fill out the questionnaires and personal information, mailing addresses, cell phone numbers and so on, and finish them. You can sit at home and wait for your favorite baby to be delivered to you, and all of them are free. Unbelievable, white, white and white have recently appeared on the Internet. What new opportunities will the "trial" mode bring to the website operators? What kind of new marketing ideas will be opened for the brand enterprises? What kind of "free lunch" will they bring to the test guests?

domestic Trial website Initial market

CEO Li Jian, a trial visitor alliance, said that users of the test site business are from different industries and have different purposes. The first category is the most common hype marketing in the Internet. For example, a few iPhone phones sent by a businessman will produce explosive news effects. This is the business that attracts the public's attention through marketing events, and gets the hot comments and comments of netizens, thus gathering a large number of popularity for itself.

The purpose of the second category of businesses is just a few businesses that are just beginning to build their own brands. Because the current products are not perfect enough, they hope to get some feedback parameters and suggestions through trial reports that have been tried by customers, so that businesses can make good products. In the second category, some of the businessmen are in the stage of establishing brand, but their products are relatively mature, and there is not much money to be used to advertise. They hope to give the products a list of advantages in trial reports by giving them free trial products, so that more people will know that as a channel to set up brand image, and to convey to consumers a kind of information that "my product is really good and I am not afraid of you."

　　 clothing It is one of the most prominent products in this category. Liu Yuzhen, director of fashion brand promotion at woommy, an underwear brand, said in an interview with reporters that since the brand is in its infancy, there is a great need for large-scale publicity and promotion. Therefore, the brand needs urgently to get a relatively low cost promotion method, and trial marketing is one of them. "We started running trial activities in the first half of this year. I think the overall effect is pretty good. At present, we have learned from some telephone interviews that many customers have known our trial activities through other websites or forums, so they have come to trial websites to participate in activities. This means that trial activities can really play a certain role of word of mouth propaganda.

"Besides trying to save more advertising costs than traditional media, it really allows more customers to experience and understand our new products. In the two months of the company's activities, the netizens are more active, the enthusiasm for participation is high, and there are many registered members. After we launched the campaign, the number of registered members reached nearly 2000 in half a day. Zheng Zongchong, the chief executive of the T-shirt brand J.in e-commerce, said why businesses would choose the way to test customers.

The third type of businesses that launch trial activities is to organize their own terminal consumers effectively through the trial network, that is, to achieve the role of word of mouth marketing, which is also needed by all businesses. Liu Rui, a shop owner of Taobao shop, told reporters: "the return we hope for is very simple, that is, we hope that more customers will come to contact our products, so that we can find a customer base corresponding to brand positioning. At present, we have issued a batch of clothes, and more customers are filing applications. And customers who have successfully received clothes say that after trying on our clothes, they will buy other clothes in my shop in the future. In this way, our aim is also achieved.

"Free lunch" is not for free.

Try to get it. Trial products The process needed is also very simple. First, register a test account free of charge on the trial website. Then you can pick out your favorite products and click on the entry process after selecting them. Only if you fill in your personal information, and answer the questionnaire you gave, and the reason why you choose to try this product, you can wait for the business choice. Fortunately, the selected users will be required to submit a trial report to the merchant after receiving the product.

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"From a businessman's point of view, holding trial activities is not a hope that our products will be sent out in vain. We hope that we can get corresponding returns from them. So when we choose to test customers, we will start with the positioning of brand products. For example, we mainly run women's clothing, so we will definitely choose female test guests according to the characteristics of the customers. If our products are suitable for them, they will be asked by their colleagues or friends when they are shopping or working in the clothes they wear, asking questions like "what brand is this brand?", "where to buy it?" and so on, so that it will naturally play the role of word of mouth publicity. Zheng Zongchong said.

"We will make a telephone return visit based on the information provided by the customers to see if customers like it and often engage in online shopping. In addition, we will take this opportunity to understand the customer's consumption ability, so that we can select some of the expected customer groups of the brand and become our potential target customers." Liu Yuzhen also said, "in addition, we will provide customers with an information sheet filled by them. Since we are an underwear brand, we will detail the color, style and size of customers' underwear, as well as the websites they often visit and the underwear brands they like, so as to understand the customary shopping habits of customers.

Liu Rui said that the age, income and location of the test guests will also be seen as the conditions in their selection process: "through age, we can know whether the customer is suitable for our product positioning, too high or too low, or too young or too large may not be suitable for our brand." In addition, the location will involve the cost of postage generated when we distribute the trial products.

So, this requires the test guests to fill in the trial application process honestly and seriously, so as to ensure that these data are useful for businesses. Using private personal data and trial reports submitted after the products are exchanged for "free lunch", it seems that the lunch is not eaten for nothing.

Embarrassment of "Bai Bai Bai"

Whenever a new thing appears, it will be embarrassed because it has not fully adapted to the whole market or is not perfect enough for its own development. Trial marketing is no exception. No matter it is a businessman or a test customer, there is always a risk to be borne. Although businessmen want to get the most valuable evaluation report by giving away, but how many of them are willing to fill in after taking something? Facing the user, "why not strive to get a dress to wear, and save money to go to the mall"?

"In fact, the brand has also considered this problem in the early stage of deciding on the trial activity. We really can not guarantee that all the tried customers can become our long-term customers, but we will make some other assistance, such as giving preferential cards when sending products, which may make the customers more interested in our brand, and can also play a better word of mouth propaganda effect. Because if customers feel good after trying on it, naturally she will mention it to her friends, so her friends are actually more potential customers in the future. Liu Yuzhen said.

In the face of various purposes, Liu Rui, a thousand paper crane, also said that everything has two sides. As a businessman, first of all, the mentality must be leveled. Then we can make use of some artificial means to improve the threshold of trial, strengthen the screening of trial customers, and dig out more suitable customers. Try to select users who are willing to do some publicity work for the brand, such as asking the test guests to take photos of the effects when trying out, and sending photos to the forum or blog.

But how to choose the customers who are facing many trial websites and how to choose products that can not be loaded with time can guarantee their own interests and not lose their profits. Zhao Zhiying is a teacher, and has had 4 months of trial experience. She said in an interview with reporters: "now there are more and more websites for trial users. I once went to many websites with the mentality of trying to see it, but I found a problem that even though many products were free, the postage needed for me was sometimes much higher than the price of the products. The purpose of these websites is not to help businesses to promote products, but also to make customers think, just to make money, so we must be careful when choosing the registered websites. We must choose websites with relatively large scale, long established time, relatively mature development and high credibility."

In the face of the multifarious new products provided by businesses, how can the test guests choose to minimize the risk of injury to their products due to imperfect products? Maopi is a college student. She told reporters that during the selection of products, we must pay attention to whether the website has the relevant guarantee to prove the quality of the products, and the products such as oral and medicinal products are carefully chosen, but the products of clothing and accessories should not be a big problem. "I think the manufacturers should have promoted the product, and the problem should not be too big." Mao Fei said.

Bright prospects, but rainy days ahead.

Speaking of how to look at the future fate of trial marketing, Li Jian said: "I think trial marketing will be in an outbreak in the next 5~10 years. From the consumer's point of view, the seller's market is changing to the buyer's market now. The concept of self centred consumption is more and more intense, and the consumers' demand for product quality and service is higher and higher. So we advocate buying pre experience and rational consumption. This consumption pattern will become a big trend in the future. From a businessman's point of view, there are tens of thousands of small and medium-sized enterprises or businesses in China. These enterprises will surely have demand for marketing, and many of them will not be able to afford huge advertising fees in traditional media. To provide these small and medium enterprises with low cost promotion platform, I think the market prospect in this area is infinite. Third, from the macro perspective of the whole Chinese market, China is a big manufacturing country and a big country with brand missing. The lack of independent brands has become a pain for SMEs. I firmly believe that this situation will change in the next 5~10 years, and will become a Chinese brand from China. And the Internet is the fastest and lowest cost way to build brand. "Trial" is also the best way for consumers to take the initiative to understand, experience and trust the brand.

Liu Rui, a businessman, thinks that the test network needs to be more standardized and rainy day ahead. Trial marketing is a new marketing mode, and at the same time, it has been recognized by customers and businessmen. If we can give this model a more perfect platform, its future development will be very optimistic. At the same time, when this model is gradually formed, it will produce a large product trial chain, and many other products and personnel will enter this mode, so that some people will be bred to make trial applications online. That is to say, it is very likely that some people will grasp the two aspects of psychology of businessmen and customers in the future, and understand the "hidden rules" in the process of trial application, thus becoming the customers with the highest success rate of trial applications. When they apply for more and more products, they will make use of products that they do not really need, but for more customers who really need products, the chances of applying for them will be smaller and smaller. In the long run, businesses will be disappointed with the effectiveness of the trial, and many customers who need but fail to apply will lose interest in this mode. If there is no effective regulatory mechanism to be established in the future, this model is likely to go into a blind alley.

"So we also hope that these platforms, including the trial alliance, can continuously optimize the whole process to prevent this phenomenon. If in the future, under the effective supervision mechanism, the customers who really need a certain type of products can find the businesses that offer such products on the test platform, so that the two sides can establish effective docking, then the future development of trial marketing will be very good. Liu Rui said.