The Tragedy Of Products Under Marketing

　　 Call a duck. The explosion is not a case. The process of its popularity is traceable. It follows the general rules of Internet products. The naming of unscrupulous products and the way of distribution are the starting points for users to spread. Micro-blog WeChat and other social platforms have become the forefront of product diffusion. They both have the foundation for spreading early articles, and have been disseminating through users for the two time. Finally, a duck has accumulated a certain brand and product influence.

Obvious, Mobile Internet In the age of social media, the role of social media plays a key role in product communication, but at the same time, it is dubbed "double-edged sword". As long as the product passes, after the later packaging, it can quickly detonate the circle of friends, and the popularity of demon camera, face sprouting and other products is a distinct case. If the quality of products is not perfect, with the increase of user experience and cognition, pre marketing activities will be reduced to the "pushing hands" of negative dissemination of products. The decline of product brand and competitiveness will inevitably result in the loss of old customers and the attractiveness of new users.

Based on this, Mobile era Users put forward higher requirements for product experience. Product innovation is the real core competitiveness of enterprises. Any gimmick and marketing means only amplifies the product dissemination, but can not be a key point.

It is undeniable that a duck has the aura that ordinary entrepreneurs can not match: the founder Qu Bo is a marketing talent of Baidu. In the past six months, 6 angel investors, such as Huayi Wang Zhongjun and Huang Taiji Hector, have helped to call the "duck army". The promotion of capital helps to make a duck quickly start the brand, but after the gimmick marketing, users return to reason, both advantages are becoming a duck to promote product improvement.

Over the past year, because of the media hype and malicious rendering, "Internet thinking" has become the word of rotten street. Many people have misunderstood and questioned the Internet thinking, and the clear truth has become blurred. Some time ago, someone collated 20 big guys' understanding of Internet thinking. I quite agree with the Internet thinking "Gu Gu Jiu Jian".

Internet thinking alone Gu Jiu includes user thinking, simple thinking, extreme thinking, iterative thinking, flow thinking, socialized thinking, big data thinking, platform thinking and cross boundary thinking. In view of the fact that a duck is a start-up enterprise, I analyze the pros and cons of the product from four perspectives: user thinking, extreme thinking, iterative thinking and socialized thinking.

The first and most important thing in Internet thinking is user thinking, that is, all the two principles of user centered, including user experience first and selling participation. In my opinion, duck is the core product of duck. Compared with Quanjude, Dadong and other traditional roast ducks, there is no significant difference in packaging, color and taste of ducks, and there is no substantial difference. The only difference is that ducks are more fatter than ordinary roast duck and are greasy at the end.

The sense of participation is to enable users to participate in product development and dissemination. In terms of product research and development, last year, the dual 12 Haier customized refrigerator was the C2B mode. Manufacturers customize personalized products according to the actual needs of users. This is a relatively advanced game in the e-commerce industry, but the more advanced game is MIUI weekly iteration. Orange Friday is an important label for MIUI. It represents a new version of MIUI every Friday. The general process of MIUI iteration is: 2 days to collect user needs, 2 days development, second days after 2 days of testing. Before developing, communicate with users about product improvement details, predict product updates every Wednesday (development time), post release (after development) users score new versions, select the most satisfactory and most unsatisfactory functions, and serve as the basis for the next product iteration, and users participate in the whole development process.

Users' active participation in brand communication is an important index to measure the loyalty of customers. Users participate in brand proliferation through social networking platforms. In the mobile Internet era, how to better manage fans is a compulsory course for enterprises. At present, the influence of a duck on users is only in product dissemination, and has not been followed up in the key link of product development. Its official micro is mainly forwarding users to micro-blog alone. Unfortunately, micro-blog's forwarding and comments are basically 0, which means that the activity of user participation in product improvement is almost 0. Although it is more active to call a duck micro community, it mainly answers the question of "how long can I deliver to XX / when I open a branch store"?

The ultimate thinking is to achieve the ultimate goal of products and services. We must create products that sell users screaming and do service marketing. There are three elements to create user screaming products: to identify users' pain points, to achieve maximum performance and team execution. A duck marketing team, the founder of Qu Bo is not the chief experience officer. What is the first pain point for users to eat ducks? Presumably Qu Bo is not fully aware of the duck's taste.

In addition to product experience, it is equally important to strengthen product peripheral services. Seabed fishing service is the benchmark of the catering industry. The most wonderful thing is that the users get their birthdays on the seabed, and all the employees at the bottom of the sea sing birthday songs and dances for the customers, giving birthday cakes and big bear bears. On the contrary, the surrounding products are small and expensive, so that the service of a duck can not appear. At present, only two local products, such as native eggs and the Yalu River (porridge), are called ducks. Take the example of native egg, the double egg and the salty flavor make it mixed. But the price of 20 yuan is not acceptable to most ordinary consumers.

The poor eating environment also cast a shadow over the reputation of a duck. Although a duck is the main takeaway service, the offline experiential shop should be regarded as a place for direct trading and communication with consumers. Under normal circumstances, it should pay more attention to interior decoration and furnishings, but the experience of a duck should be improved. The middle shop size, integrated kitchen and cash register occupy more than half of the area. The location of the meal is concentrated on a bar with only 8 seats. There is no single table and private rooms. What is even more wonderful is that under the narrow dining environment, a duck is allowed to open an entertainment room alone, regardless of the improvement of the dining environment.

Iterative thinking refers to continuous improvement of products through continuous trial and error in the process of product grinding. We must make small innovations and quick iterations, that is, starting from the smallest pain points of users, shortening the development cycle to achieve rapid updating of products, and meeting user needs. Because of the lack of user thinking, user participation and feedback is a weak link for a duck, which adds difficulty to its iterative products. For example, a colleague's tuckus takeaway is very packaged, like a shopping bag. At the same time, after nearly half a year's experience, the current dishes that call a duck have not changed much since the beginning of the business.

Social thinking is not only the use of social media to do word of mouth marketing, but more importantly, the use of social networks for crowdsourcing cooperation. The Internet has impacted on the organizational structure and business mode of traditional companies, changing the entire business form of production, channels and marketing. Although it is often called "duck official micro" to relay users to micro-blog, but I do not think that it has formed a complete communication mechanism, such as finding key users to disseminate, mining key communication nodes, and borrowing marketing, and so on, and that a duck has not penetrated a large number of resources for two rounds of dissemination. The effect of user communication is not obvious. In addition, although it is called a duck self logistics team, it is still a light asset model compared to the traditional catering brand. For a duck who is eager to improve the service quality, it is not suitable to outsource the logistics business at present.

After Tucao finished calling a duck, I had only one suggestion for him: first, concentrate on making the duck into a flow product, and then expand the surrounding services. What is a traffic product? That is to create a burst product at all costs, and then provide diversified value-added services around it. Take Xiaomi mobile phone as an example, millet is close to the cost price as an example, with high performance and high performance price ratio, it has been favored by users. It has set up 4 and a half years to produce only 6 types of mobile phones. The sale of mobile phones has directly promoted the sales of accessories such as mobile power and rice hare. Last year, the millet Accessories Department won 15 million of its revenue per capita.

Millet mode grafting to a duck, I think ducks still have a lot of room for improvement. Instead of customizing several kinds of duck meal packages, the real relationship between users is duck experience, including taste, ritual, cost performance and other factors. This is also the focus of future duck development. At the same time, in view of the demand of customers eating duck and porridge, it is also feasible to sacrifice profits in exchange for cost performance in the short term.

Finally, I would like to say that no matter whether a duck is labeled with the "Internet thinking", it can not represent the real Internet thinking with Huang Taiji and West master. Internet thinking has its rationality and existence value. It is only a small punch after it has been played bad, and then magnified its negative effects through the media, so that users who are unaware of the truth are doubtful about Internet thinking.

Everyone thinks about Internet thinking. Recently I heard a new saying: Internet thinking is a pit, Internet action is the king. After eating Tai Huang in the beginning of the year, I haven't patronized so far. I hope that a duck can surprise me soon.