How to create "explosive products"?

Creating the ultimate product differentiation, the value of the anchor can be perceived, digging deep into the user's pain points, the user floor will naturally come up, the product will naturally become a hit

Enterprise pop-up must be picked up by a real-life psychological needs of consumers, the user's crowd face, can solve the special needs of everyone, looking for the circle

Many companies want to do pop-ups, like the perfect diary, the launch of a product can be sold on the network, but the perfect diary can do pop-ups, but it can do pop-ups. Can do explosive products must have several characteristics, otherwise it is not done.

1, the user of the product has to be more

For example, you sell clothes, sell refrigerators, basically every family needs, then if you sell the kind of ordinary people simply can not afford to buy rocket planes, it makes no sense to do explosive products. So we must do explosive products according to the user's thinking to go, the user masses need what we have to do similar or the same product, but ha, does not mean that we do what products, or according to market research or data analysis to see. More self-media learning materials please see Tencent documents

2, explosive products to promote 3, to meet the user's other needs

For example, the user's sensory needs, emotional needs, as well as the need for his experience these, the user's visual needs can be a high value, just like the flower Xizi and the perfect diary are to high value out of the circle, that there is also to meet the user's emotional needs, such as the support of Xinjiang cotton products like this, that there is also to meet the user's experience needs, for example, I buy your products, we have the opportunity to participate in the lottery to get cash, I also have the opportunity to go to interact with the stars or to visit your R & D sites and so on. More self-media learning materials please see the Tencent document

The above three buyers, fan base, and the product to provide more value is just a product can be made into the basic conditions of the explosion, that is, the basic framework, but in fact, to do the explosion in the middle of a lot of procedures, including how to write your copy in the early stage, which platforms you go to cooperate with your promotional frequency and time as well as you and the stars to do these with the goods When the selling point of the product, how to describe, all is the operation of the planning to do things. More self-media learning materials please see Tencent documents

First of all, what is the explosive

Explosive is the detonation of the market word-of-mouth products, or even just a single product. A product can sell 300 million yuan in a year's time is explosive, 300 million is a baseline for explosive products.

The traditional industrial era of explosive products is very little, but in the Internet era must spell explosive products.

Explosive products must have three elements:

First, an extreme single product. The traditional industrial era is difficult to believe that a single product can produce a scale effect, but in the Internet era must be a product, a selling point to the extreme, you can hit the market.

Second, the killer application. The traditional industrial era emphasizes the killer price, the Internet era emphasizes the killer application, that is, to find the user's application point, rather than focusing on the function point. For example, Chengdu, Sichuan, there are many brands of chili sauce, most of which are emphasizing the product features, how good the raw materials, how spicy. But there is a chili sauce called rice sweeping light, straight to the user's application experience, is to let you eat a sweep, this is the trigger.

Third, the explosive level of word of mouth effect. Traditional industry products are channels, advertising pushed hard, not good copy, the Internet era products must rely on the user's social word-of-mouth effect, which is easy to trigger a chain reaction, a few weeks to detonate.

The mobile Internet era is different from the traditional industrial era and the PC Internet era, from manufacturers to strangers of the 1 to N sales promotion, into acquaintances, friends of the N to N recommendation, the detonation index will be geometric multiplication, the key to win is to be able to produce an explosive level of word-of-mouth effect.

Rome was not built in a day, and the explosive products can not be exploded in a day.

There are three paths to realize the creation of explosive products.

Path one: explosive features. A feature can burst the market.

Path two: explosive products. Upgrading a feature to a product is a total solution.

Path three: explosive platform. Upgraded to a platform, the platform is to plant what live what, can access many products, detonation of many products.

Shen Wenjie: entity business customer fission senior researcher, Internet marketing adults, copywriting master.

Any enterprise if you want to quickly stand up in the market, first of all must have their own enterprise's signature product, that is, the enterprise's explosive products. Then how to create a business pop-up screen has become a vital key to the business, to create a pop-up first divided into three major steps:

The first step screening.

Screening should be from four dimensions.

The first dimension to find the wind mouth.

The second dimension to find the product margins, turnover, turnover.

The third dimension is to start with the customer, the customer's repeat purchase rate and word of mouth.

The fourth dimension starts with competitors. Find the differentiation between our products and competitors to distinguish.

The second step, focus focus focus focus focus.

First focus on people, focus on talent, focus on things.

Secondly, apply the law of 10,000 hours, focus your experience on one thing for at least 10,000 hours. You will then become an expert in that field. It's like drilling a well. One meter wide, 1000 meters deep.

Step Three. The Four Pillars of Explosives.

The first pillar name. A good name is half of the success.

At the same time, the name must have the following characteristics simple and easy to remember catchy.

Never imitate.

The second pillar packaging. Good packaging can increase the value of 60%.

Packaging can be in three dimensions:the first dimension of the origin of the product, the second dimension of the user of the product, and the third dimension of the story of the product.

The third pillar is the point of purchase. The point of purchase is the positioning of your company. It is always through the heart. For example, afraid of fire, drink Wanglaoji.

The fourth pillar service. Good service will make the product enhance the value of more than three times.