Hello, I'm Uncle Qi!
Do you know subject three?It is said that it has become popular abroad, if you don't know the ins and outs, Uncle Qi once wrote a special article to introduce Haidilao's "subject three" to become popular, have you shaken it?Also, the military coats in the university have also exploded recently.
Everyone's statement is: it's not that you can't afford down jackets, it's just that military coats are more cost-effective.
Similar sentence structures are:
It's not that Pizza Hut can't afford it, it's just that Saizeriya is more cost-effective.
It's not that a small cup of Starbucks can't afford it, it's just that a large cup of Luckin is more cost-effective.
It's not that luxury goods can't afford it, but nine yuan nine is more cost-effective. And so on and so forth.
In this way, it looks like the cost performance is really the customer's favorite!
But is it enough to have a price-performance ratio?
No, Haidilao's"The explosion of subject 3 shows that people are not only satisfied with the cost performance, but also the price ratio.
Start planning my 2024 This heart refers to: the sense of value that this product brings to the heart.
In the era of excess products, people can really say that there is no shortage of products, but the richer the material, the more lost the spirit.
People will be looking for meaning more than ever. Therefore, when I bought a product, in addition to being affordable and easy to use, it was best for the product to give me a sense of meaning and make me more able to find a reason to convince myself to place an order.
For example, some people say why they want to buy Xiaomi mobile phones, in addition to being cheap and easy to use, because Lei Jun has always said that Xiaomi's goal is to make high-tech cheap.
Why buy Huawei?Even if it's not so cheap, Huawei is carrying the banner of science and technology for China.
So in this way, people feel that they are actually participating in supporting the values of Xiaomi or Huawei with the action of consumption.
That's what "heart-to-price" means.
So how should you respond to this change as a business?
This starts with the direction of the two major categories of marketing.
Depending on the focus, marketing can be divided into two categories.
The first type is performance marketing, also known as performance advertising.
The goal is to get you to place an order immediately and pay immediately.
For example, you are brushing short**, and suddenly you brush a** and say, less than 500 meters away from you, there is a grilled fish restaurant that is engaged in activities, full 100 minus 40.
You may be able to place an order right away. This marketing strategy is based on traffic and algorithms, precise positioning, precise push, and achieve the purpose of rapid transactions, which is called effect marketing.
The second type is called brand marketing, and the goal is not to get you to place an order right away, but to make you feel good about a certain brand.
For example, the advertisements you see that are very touching in Thailand and are filmed like movies fall into this category.
Obviously, in terms of results, it must be performance marketing that works faster.
As a result, more and more people are investing heavily in performance advertising.
On December 19, Bain & Company released the report "Return to Essence and Start Again": statistics show that from 2013 to 2022, the budget for performance advertising has increased from 20% to 70%.
But the problem is, there is a time when all kinds of tricks have bottomed out.
According to the report, the current marketing field is facing three challenges.
First of all, the traffic is full and the brand is weak. 71% of CMOs in the market today rely heavily on performance marketing, resulting in a diminishing brand value.
Secondly, the content is fragmented and the cognition is shallow. The problem is that consumers can't remember the brand and the content, and if the short-term impulse doesn't work, it's useless.
According to the report, the average consumer can only remember 2 performance ads.
In the end, there are more touchpoints and less attention. Meaning Yes, you have more means to reach users, but users pay less attention to you.
So, how can businesses respond?
It is to make up for this lost homework and re-emphasize long-term effect and branding.
There seems to be nothing new in this conclusion. The report gives several quantitative studies, which are quite telling:
First of all, according to the IPA, a British advertising research agency, 45% of companies that have been sticking to brand marketing for more than 3 years have achieved market share growth in that year.
And only 14% of companies that have been doing performance advertising for 3 years have increased their market share.
This is because the essence of performance advertising is actually a traffic business。As long as you don't invest, there will be no traffic, and users will not be retained.
Isn't that why don't you do performance marketing?No.
The optimal ratio of brand marketing to performance marketing is as low as 6 to 4, and the ratio has been increasing year by year in recent years.
In fact, the underlying logic is: the traffic dividend has peaked, and now we have to do stock business, not incremental business.
Not long ago, Jiang Nanchun, the founder of Focus Media, said a sentence to the effectNow marketing is undergoing a transformation, from planting grass to planting trees.
To do incremental business is to engage in traffic planting, and to do stock business is to do operation and plant trees.
This is also an important reason why many people suddenly feel that business is getting more and more difficult.
Back to the individual.
From traffic to operation, it means that the logic of business monetization must be understood first. It is the first to get good products and services, as well as the transaction and monetization path.
But most people are the opposite, the business logic is not valid, first desperately engage in traffic, or in other words, they know how to engage in traffic, watch others send short ** themselves, and watch other people's live broadcasts themselves.
Not to mention that there are only a few traffic, even if the traffic comes, it can't bear it, and the realization is a mess, so customer loss must be the norm.
Because you haven't polished your product system and monetization path, ah!!
You say, as an ordinary person, it's really difficult and painful for me to engage in products and monetization paths by myself, what should I do?
You can copy a mature money-making system (equivalent to planting a tree), first monetize in the private domain, and then engage in traffic.
Because we want to make sure that every effort is precise and effective.
Steady in one word.
In fact, what is the starting point of the ordinary person's choice?
A lot of people's points are too scattered. In fact, ordinary people only need to look at one point, that is, whether this thing has run through, whether the people who follow him have all copied it successfully, and then whether it can be 100% copied to me, this is enough.
The big guy earns tens of millions a year, no matter how lazy I am an ordinary person, as long as I do it, I can make tens of millions, this logic is right?
There are only three types of money to be made now, and that is small, slow, and long.
The previous model of "building buildings in the sky" will never exist again, believe it or not.
Planting a tree first, and then operating under this tree, is the long-term survival of a super-individual one-person company.