What is a long tail customer?

Question 1: What is the long tail theory? The long tail theory means that the future of business and culture is not at the head of the traditional demand curve representing "best-selling goods"; Representing "unpopular goods" is the long tail, which is often forgotten. For example, a large bookstore can usually hold 6.5438+10,000 books, but a quarter of Amazon online bookstore's book sales come from books ranked after 6.5438+10,000. The sales proportion of these "unpopular" books is growing rapidly, and it is expected that they will occupy half of the whole book market in the future. This means that when consumers are faced with unlimited choices, what they really want and the channels they want to obtain have undergone major changes, and a brand-new business model has emerged. In short, the unpopular products involved in the long tail cover the needs of almost more people. If there is demand, more people will realize this demand, so that unpopular products will no longer be unpopular.

Question 2: Why do ordinary bank customers call them long tail customers? The assets owned and controlled by individuals are often small, but the total number of this group is huge, and most small and micro enterprises, start-ups and agriculture-related personnel belong to this category.

Question 3: What are "long tail users" wishing the New Year and the development of the long tail?

Happy New Year to all bloggers! The wallet is bulging!

I paid a New Year call yesterday and chatted with my cousin. She studied cultural industry management, so she talked about the new word "long tail". In fact, she has heard of this word. Although these students don't know much about the practical application of the long tail, they are still not backward in concept absorption.

This is a very surprising place, although many new concepts are not unheard of for enterprise applications. With the participation of these knowledge disseminators, it may give some impetus.

For the business people in the front line of the market we are concerned about, the biggest role is to reduce operating costs. For example, many beers we drink now are not brewed from rice, and the brands that citizens like have also been cut down by enterprises. We concentrate our financial resources on promoting a few products. Why? There is only one purpose. Business is self-interested and selfish. Those who maintain the brand concept everywhere will be unwilling to accept this fact. In the eyes of enterprises, brand is always a tool to obtain profits. Once it fails, the enterprise will cut it mercilessly, although users like it very much.

So what does the long tail regulate? What kind of achievements can you contribute to today's enterprise development? It is the place where enterprises really care. Therefore, business is in the interest of you and me, which is reflected in the need to make profit contributions. In fact, the long tail is to make money and shake leeks, contributing profits one by one. As long as users exist, they can continue to make profits, instead of making a few cash cows for enterprises like brands. Once it is not worth maintaining and lacks profit contribution, it will be cut off and users will become spectators.

On the one hand, it is a leek-style profit contribution area, and on the other hand, it is a dry cash cow. How to choose is really a dilemma.

The long tail is not an empty concept

A friend explained the "long tail" to my sentence and made a suggestion. He thought that this empty text explanation still didn't make clear the actual meaning of the long tail. Indeed, the long tail did not appear in the form of a concept at first, but a new manifestation of the market, which was summarized by researchers through the market application of some companies. My observation is based on traditional business, and I have also studied Internet companies, and found some tools that can achieve profit progress. These tools can achieve the market effect of "long tail" in market application, that is, meet the market demand of long tail. This is the fate of my long tail. That's why I found the long tail some time later and stuck to it.

1 The long tail is valid for many enterprises (maybe not all enterprises).

For enterprises that lack brand understanding and application, the long tail is another choice, at least at low cost and limited profit. This is worth choosing compared with the market operation behavior of large input, low output and no profit.

The domestic market has entered the trend of creating instead of manufacturing, and entered a historical period in which the success and growth of enterprises are determined by the power of users. The long tail market and the application of "sexy power" tools are correct for some companies.

Today's market presents a diversified trend, with brand, long tail, 28 law and sexy power coexisting.

User power is a new variable in diversified markets.

Sugar-coated haws are small, but their profits have increased-the traditional practice of long tail.

Traditional enterprises are slow to understand the power of users and may not be as sensitive as Internet companies. But the power of users has also begun to change them. Canned food has become smaller, honey has become cheaper, and even sugar-coated haws have become smaller.

The long tail market emphasizes personalization, user strength and small profits and large users, and traditional commerce has also begun to become so. If we still understand the long tail in a narrow sense, market practices will make enterprises laugh. Fortunately, people who do business are not people who like to do things by the book. This is the only reason why theory always lags behind practice, and it is also the reason why I always insist that the long tail should be effective and give consideration to traditional business.

The long tail is not just a form of Google.

My friend left a message, told me, let me talk about my understanding of the long tail. In fact, my narrative in Leap is the combination with Long Tail in another commercial form. For example, the unified application of "sexy power", "transportation channel" and "oral consumption" is helpful for enterprises to achieve practical results, so we might as well compare the relationship between sexy power and long tail.

1 For personalized content, one premise is that it must be sexy, and not everything can generate personalized sales. For example, "Reaching the Peak", such as the sales of music singles, all rely on personal favorite content to generate benefits;

2 Google's a >>

Question 4: Only small enterprises can do the long tail. What does this mean? The concept of "long tail" was put forward by Chris, editor-in-chief of Wired magazine. It was first put forward by Anderson. Chris thinks that as long as the storage and circulation channels are large enough, the market share of products with small demand or small sales can be comparable to or even greater than those with small sales. Generally speaking, as long as the channel is large enough, the total sales of non-mainstream consumer goods with small demand can also compete with the sales of mainstream consumer goods with large demand. Because the competition of small varieties of goods is not as fierce as that of best-selling brands, it is easier to win. There are many small varieties, many a mickle makes a mickle, and the money-making effect can be the same as that of big brands.

For some businesses, the "long tail effect" is a subversion of the "28 Law". Because of the existence of the long tail, in a brand-new business model, the company's profit source no longer depends on the traditional 20% "quality customers", but comes from a large number of neglected customers, which are enough to make you rich. From the perspective of company products, enterprises should also break the previous thinking mode of "focusing on the market with fist products" and pay attention to the market effect of "multi-head management" phenomenon.

A little knowledgeable Many times, some businesses disdain to do small business, thinking that they can't make much money. The enlightenment of the "long tail effect" is that in the process of doing small business, if we can make it big enough, it is big business! At this point, the clever Zhejiang people have applied this theory to the extreme. Many wealthy businessmen in Jiangsu and Zhejiang made their fortune by selling pins and buttons. They sold hundreds of thousands a year, and some even became international companies!

Finally, it is not difficult to notice that the industries with the most successful long tail effect are Internet, entertainment and media, and the typical characteristics of these industries are informatization and digitalization. Credit cards of banks, networking of software and value-added services of telecommunications are largely the process of information transmission. Does this mean that the long tail theory is more effective in those industries that are very sensitive to digitalization?

Question 5: What does the long tail product mean? The long tail theory is a new theory in the network age, which was put forward by American Chris. Anderson suggested. The long tail theory holds that people can only pay attention to important people or things in the past because of cost and efficiency. If the normal distribution curve is used to describe these people or things, people can only pay attention to the "head" of the curve, but ignore most people or things that are at the "tail" of the curve and need more energy and cost. For example, when selling products, manufacturers pay attention to a few so-called "VIP" customers and "have no time" to take care of ordinary consumers. In the network era, because the cost of attention is greatly reduced, people may pay attention to the "tail" of the normal distribution curve at a very low cost, and the overall benefit of paying attention to the "tail" will even exceed the "head". For example, a famous website is the largest online advertiser in the world. It has no big customers, and its income comes entirely from small and medium-sized enterprises that are ignored by other advertisers. Anderson believes that the network era is an era of paying attention to the "long tail" and exerting its benefits.

Question 6: What is the long tail theory? The connotation of theory

To put it simply, the so-called long tail theory means that when the places and channels for storing, circulating and displaying goods are wide enough, the production cost of goods drops sharply to the point where individuals can produce, and the sales cost of goods drops sharply. Almost any product that seems to have extremely low demand before will be bought as long as it is sold. These products with low demand and sales volume occupy the same market share, which can be comparable to or even greater than mainstream products. The future of business and culture does not lie in the head representing "hit" on the traditional demand curve; The long tail stands for "unpopular commodity" and is often forgotten. For example, a large bookstore can usually hold 6.5438+10,000 books, but a quarter of Amazon online bookstore's book sales come from books ranked after 6.5438+10,000. The sales proportion of these "unpopular" books is growing rapidly, and it is expected that they will occupy half of the whole book market in the future. This means that when consumers are faced with unlimited choices, what they really want and the channels they want to obtain have undergone major changes, and a brand-new business model has emerged.

situation

Googleadwords, Amazon and itune are all excellent cases of the long tail theory. But there are also many losers who don't really understand the realization conditions of the long tail theory.

First of all, the long tail theory counts sales, not profits. Management cost is the most critical factor. Every product needs a certain cost, and the cost brought by increasing the variety should also be shared. Therefore, the profit of each variety is directly proportional to the sales volume. If the sales volume is as low as a limit, it will be lost. A wise retailer will not sell goods at a loss. This is the basis of the 28 th Law.

By reducing the cost of single product sales, supermarkets reduce the stop-loss sales of various varieties and expand the sales varieties. In order to attract customers and create an image of complete goods, supermarkets can even sell some goods at a loss. However, due to the cost of warehousing and distribution, the affordability of supermarkets is limited.

Internet companies can further reduce the cost of single product sales. Even if there is no real inventory, the website traffic and maintenance costs are far lower than those of traditional stores, so they can greatly expand the sales varieties. For example, Amazon is like this. Moreover, the internet economy has the characteristics of winner monopoly, and the website can invest wildly at no cost in the early stage, which further intensifies the expansion of varieties.

Long tail theory

If internet companies sell virtual products, the payment and distribution costs are almost zero, and the long tail theory can be fully exerted. This is the case with googleadwords and itune music downloads. It can be said that virtual product sales are naturally suitable for the long tail theory.

Secondly, to make the long tail theory more effective, we should enlarge the tail as much as possible. That is to lower the threshold and create small consumers. Different from the membership fees of traditional businesses and traditional Internet companies, Internet marketing should focus on making the cake bigger. By encouraging users to try, a large number of insignificant scattered traffic will be aggregated into great commercial value.

Googleadsense is such a cake maker. Before, ordinary personal websites had almost no profit opportunities. Adsense has brought a brand-new low-threshold profit channel to webmasters by publishing relevant advertisements on small websites. At the same time, the flow of many small websites is integrated into a unified advertising media.

Of course, there is also a problem of reducing management costs. If it is not handled well, the cost of customer service will rise rapidly and become the main contradiction. Google reduces the workload of manual management through algorithms, but it is only unsatisfactory.

Using the long tail theory, we must be careful to ensure that any cost will not surge with the growth of sales, and the worst is the year-on-year growth. Otherwise, you will walk into a dead end. The most ideal long-tail business model is that the cost is fixed and the sales volume can increase indefinitely. This requires an infrastructure that can be extended at low cost, such as google's bigTable.

successful case

Google is a typical "long tail" company, and its growth process is the process of commercializing the "long tail" of advertisers and publishers. Millions of small businesses and individuals have never advertised before, or have never advertised on a large scale. They are so young that advertisers despise them, and even they never thought they could advertise. But Google's AdSense lowers the threshold of advertising: advertising is no longer unattainable, it is self-help, cheap, and anyone can do it; On the other hand, for thousands of blog websites and small-scale commercial websites, put advertisements on their own websites ... >>

Question 7: What is the long tail theory? The long tail theory is a new theory in the Internet age, which was put forward by American Chris. Anderson suggested. The long tail theory holds that people can only pay attention to important people or things in the past because of cost and efficiency. If the normal distribution curve is used to describe these people or things, people can only pay attention to the "head" of the curve, but ignore most people or things that are at the "tail" of the curve and need more energy and cost. For example, when selling products, manufacturers pay attention to a few so-called "VIP" customers and "have no time" to take care of ordinary consumers. In the network era, because the cost of attention is greatly reduced, people may pay attention to the "tail" of the normal distribution curve at a very low cost, and the overall benefit of paying attention to the "tail" will even exceed the "head". For example, a famous website is the largest online advertiser in the world. It has no big customers, and its income comes entirely from small and medium-sized enterprises that are ignored by other advertisers. Anderson believes that the internet age is an era of paying attention to the "long tail" and exerting its benefits. The connotation of the long tail theory is briefly expounded. The so-called long tail theory means that when the places and channels for goods storage, circulation and display are wide enough, the production cost of goods drops sharply to the point where individuals can produce, and the sales cost of goods drops sharply. Almost any product that seems to have extremely low demand before will be bought as long as it is sold. These products with low demand and sales volume occupy the same market share, which can be comparable to or even greater than mainstream products. The future of business and culture does not lie in the head representing "hit" on the traditional demand curve; The long tail stands for "unpopular commodity" and is often forgotten. For example, a large bookstore can usually hold 6.5438+10,000 books, but a quarter of Amazon online bookstore's book sales come from books ranked after 6.5438+10,000. The sales proportion of these "unpopular" books is growing rapidly, and it is expected that they will occupy half of the overall book market in the future. This means that when consumers are faced with unlimited choices, what they really want and the channels they want to obtain have undergone major changes, and a brand-new business model has emerged. The discovery of the long tail theory Chris? Anderson, editor-in-chief of Wired magazine, likes to look for trends from numbers. Ever been with fan, CEO of eCast? Adib's meeting, which put forward a refreshing "98 rule", changed his research direction. Fan? Adib found a secret from the statistics of digital music singing: the audience has unlimited demand for 98 non-pop music, and the market for non-pop music is huge and endless. The audience was stunned by almost everything! He called it the "98 Rule". Anderson realized that contrary to common sense, adib's "98 Rule" contained a powerful truth. Therefore, he systematically studied the sales data of Internet retailers such as Amazon, Rhapsody, Blog, Google, Yi Bei and Netflix, and compared them with the sales data of traditional retailers such as Wal-Mart, and observed a phenomenon that conforms to the statistical law (law of large numbers). This phenomenon is like a demand curve dragging a long tail to the end of the horizontal axis representing "variety" in the two-dimensional coordinates of quantity and variety, hence the name long tail. After Wired was published in June 2004, The Long Tail Theory quickly became the most cited article in the magazine's history. Especially after absorbing the wisdom without borders, the blog platform is constantly enriching new materials and cases. Anderson was addicted to it and eventually created a best-selling book, The Long Tail Theory, which influenced the business community.

Question 8: What is long tail procurement? The Long Tail Theory holds that, due to the factors of cost and efficiency, when the places and channels for storing, circulating and displaying commodities are wide enough, the production cost of commodities will be greatly reduced so that individuals can produce, and the sales cost of commodities will be greatly reduced. Almost any product that seems to have extremely low demand in the past will be bought as long as it is sold. These products with low demand and sales volume occupy the same market share, which can be comparable to or even greater than mainstream products.

Long tail procurement: that is, using the long tail theory to reduce procurement costs. The purchase cost of an enterprise is far more than the purchase price, including purchase cost, logistics cost, capital cost, supervision cost and risk cost. The long tail theory is to accelerate the information flow and capital flow through Internet technology, so as to improve the insufficiency and asymmetry of market and transaction information and reduce the procurement cost as a whole.

China Bidding Network "e86 Procurement Management System"

* * *, experts and scholars from Shenzhen University, Shaanxi University of Political Science and Law, Shaanxi University of Technology and Beijing University of Technology, and procurement project professionals from wholly-owned enterprises of Guangdong Electric Power Group form a research and development team. SDIC Hengsheng Remote Bidding Co., Ltd. provides development technical support, and obtains a special electronic information procurement management system with high-tech achievements.

E86 purchasing management system

It is a comprehensive solution integrating office automation, product catalog management, supplier management, electronic bidding and bid evaluation. It can help customers quickly and efficiently realize any business operation process and business rules of internal procurement and supply system, build an online procurement platform that meets their own needs and covers all procurement methods, and effectively manage suppliers and all procurement records. The main functional modules include workflow engine, visual process definition tool (WFVISIO), process monitoring tool (WFMONITOR), process node definition,

Information distribution system

, view definition, comprehensive query statistics definition, automatic document generation, electronic document management, organizational structure management, authority management, supplier management, expert management, product catalog management, online bidding, bid opening hall, online bid evaluation, bidding hall, negotiation hall, contract management, procurement effect analysis, project task management, log management, online editing, etc. With self-developed domestic leading workflow system as the core, it helps customers to realize various complex procurement bidding processes quickly and efficiently, including various internal approval processes. Is a&; Group and management procurement structure, various roles and functions of units and individuals (including organizers, procurement leaders, bidders, bid evaluators, examination and approval agencies, approvers, supervisors and inspectors, etc.). ) all work in an orderly way on the same platform and in their own independent spaces, without time and geographical restrictions.

E86 purchasing management system

Based on the bidding method, it integrates the practical experience of bidding in China and realizes the electronic management and operation of the whole procurement process. It is suitable for all procurement projects of engineering construction, goods procurement and service outsourcing, and can also be used for the treatment of waste products and overstocked materials. It can realize the whole complex procurement process, such as project establishment, bidding, bid opening, bid evaluation, contract management, project management, acceptance settlement, quality deposit payment and so on. On-line, the concept of procurement bidding is perfectly combined with internet technology, and the traditional procurement bidding management mode is completely broken through in terms of time, price and quality, so as to safeguard the interests of buyers to the maximum extent and save a lot of time and expenses for suppliers.

E86 purchasing management system

Reverse auction purchasing platform is an online bidding purchasing management platform where suppliers and buyers don't meet, and suppliers can participate in purchasing bidding remotely. Bidding procurement, also known as anti-auction procurement technology (RAT), is a procurement method that organically combines procurement bidding and online bidding. It replaces the previous negotiation public relations with e-commerce, helps buyers find sellers to the greatest extent, triggers competition among suppliers, greatly reduces the procurement cost and effectively changes the procurement process. It is a cross-era zero-risk procurement auxiliary means for enterprises. In the traditional bidding procurement, suppliers always strive for the highest price while ensuring winning the bid. However, due to factors such as ratio, price comparison, long bidding process and mutual meetings between suppliers, it is easy to cause price alliance among suppliers, which can not provoke bidders to repeat bidding to the greatest extent, thus narrowing the space for price reduction and leading to insufficient price reduction of purchased products; RAT technology is formulated by the purchaser according to the different characteristics of industrial purchased goods.

Target level of product quality

, bidding rules, ... >>

Question 9: What does the long tail market mean? The protruding part in the middle of the 5-point normal curve is called "head"; The flat part on both sides is called "tail". From the perspective of people's needs, most of the needs will be concentrated in the head, which we can call popularization, while the needs distributed in the tail are personalized and scattered. And this part of the differentiation, a small amount of demand will form a long "tail" on the demand curve, and the so-called long tail effect lies in its quantity. Adding up all the non-popular markets will form a bigger market than the popular market.

Question 10: What is the relationship between the long tail effect and marketing? Let's take a look at this first and find out what a long tail is. In short, it is a bunch of blokes behind the giants.

zhidao.baidu/question/ 16775706? fr = qrl 3

This is pure marketing and a research direction in marketing. It has little to do with communication. Of course, you can write the communication strategy of the long tail market If you understand the above things, talk to your tutor. The advantage of writing what the tutor can't understand is that it is easy, because there is no problem at all.

Of course, if he just doesn't want you to see that you don't understand and insists on writing, then you should communicate with him and don't pick out a bunch of questions for you when he writes something that he understands.

It doesn't matter what you write, what matters is how your relationship with your tutor is. China is like this.