Explosives Strategy: How to Make Explosives?

The so-called explosive product strategy is to identify the user's demand points, directly cut in, make a good enough product, concentrate all energy and resources, and make a breakthrough in this product, that is, a single breakthrough.

If "Explosions: How to Build Super IP" is an action theory to build explosions, then "Explosions Strategy: Stories, Logic and Methods of 39 Super Explosive Cases" is an action rule to build explosions, full of dry goods methodology, one set at a time, and explained by 39 explosive cases.

These action rules can be practiced in practical work, which is definitely a good book for students who do product design. Even if you don't fully learn these rules, knowing these 39 explosive cases can also increase your social currency (that is, talk about capital).

Don't think about anything else, do the product first! Make it an explosive product that everyone wants!

Brand is king, and the new rule is that explosive products are king. Channel is king, and the new rule is that users are king. Scale is king, and the new rule is word of mouth is king.

Explosives must have three key factors:

1. The ultimate item.

Make a product and a selling point to the extreme, and you can explode the market. Snapchat, for example, has achieved the ultimate goal of "burn after reading", with a valuation of $6543.8+0.9 billion.

2. killer applications.

In the traditional industrial era, killer price is emphasized, while in the Internet era, killer application is emphasized, that is, looking for users' application points instead of focusing on function points. For example, the iPhone reshapes the meaning of the mobile phone with multi-touch technology, so that everyone has a brand-new call experience.

3. Explosive word-of-mouth effect.

Products in the Internet era must rely on the social word-of-mouth effect of users, triggering a chain reaction, which can often be detonated in less than a few weeks.

The explosive strategy can be copied, and even making explosive products is a compulsory course for Internet entrepreneurial innovation.

The core law of action is: value anchor.

Value anchor is to find the value anchor point for users to judge a product from the perspectives of user pain points, product screaming and explosive marketing.

The core law of the traditional industrial era is the trust certificate emphasized by "positioning", that is, to establish a "cognitive advantage" that allows users to trust, and knowledge is greater than facts. However, the core law of the Internet era is not the trust certificate, but the value anchor. We should take the user as the center and think from the user's point of view to create a value anchor that users can perceive.

In the Internet age, the creation of explosives follows the "golden triangle rule" of explosive research and development: the pain point rule, the screaming point rule and the explosion point rule.

Finding pain points is the foundation of all products. Only by finding the needle that hurts the user the most can the product detonate.

1. Find the exit

From the user's point of view, the tuyere is the national pain point and the most painful demand point for most citizens.

There are three tools to find the tuyere:

0 1 fat and big. This product has great depth and breadth. When adults choose to start a business, they will first think of food, clothing, housing and transportation, because their market is huge.

02 high frequency consumption. Find the demand point of users' high-frequency consumption and occupy the user population. And playing high frequency and low frequency is also a common game rule on the internet.

Standardization. Explosions are against personalization to a certain extent.

Find the first-level pain point

The user's pain point is like a pyramid, with first, second and third levels ... The first-level pain point is the most painful demand point for users and the most important point for users to make purchases.

Tools for finding pain points: user roles, that is, user portraits. Find the core users, focus the pain points of users on a few typical users, and simplify the demand analysis.

The most reliable way is to communicate with the target users. Users have intuitive feelings about the product experience and have one-on-one in-depth communication. Get rid of those users who will complain first.

There are other methods, such as pulling users into WeChat group, making users active, and discovering users' real thoughts on products by observing their behaviors and comments. Or interview consumers. .

However, the author thinks that the strongest way is to start from the three levels of user-level pain points, similar to Maslow's hierarchy of needs theory.

Greed: cost performance. How does Xiaomi kill the price-performance pain point of the patch panel? High value, small size and safety.

Chen: It's stressful. Emotion is a constraint. The essence of coercion is social identity. What kind of drama can you see to show your unique taste, that is, the products can show off.

Stress also means a high premium. How to improve Beats? Die unsatisfied, focus on all kinds of star cooperation, hold other high-profile thighs tightly.

Idiot: Fan mode. What really drives fans is privilege, and the driving force behind hunger marketing is privilege.

How does Uniqlo find the first-class pain point?

Greed: high technology and low price

Chen: High above the flagship store.

Idiot: Uniqlo fans

3. Data torture

There are three main aspects of data torture.

0 1 key user data.

Horizontal ratio and vertical ratio. Transverse ratio is compared with peers; A vertical comparison is a comparison with your own time axis.

03 subdivision and traceability. According to different dimensions, such as time dimension, do more detailed and in-depth mining from weekly data and daily data. Traceability is to query the source and source records of these data, so as to analyze and discover the user's behavior.

How to make products exceed users' expectations and cause screams, resulting in word of mouth? Screaming is the word-of-mouth index of products. The former king of screaming is: different, and the king of screaming in the Internet age is: let users be cool!

1. Mobile products

What is a traffic product? It is a way to drive user traffic with products.

The most common way for Internet companies to make traffic products is free or subsidized.

Many IKEA products are low-cost flow products; Grandma's 3 yuan dish spicy tofu is also a flow product.

2. Create product reputation

The key to the explosion of products on the Internet is to create a reputation that exceeds expectations.

In a one-star restaurant, you can enjoy five-star service, which is absolutely unexpected and has a good reputation! In a five-star restaurant, enjoying five-star service will never exceed expectations.

Three tools to create a reputation that exceeds expectations:

0 1 virus coefficient: When one user is using a product, how likely it is to spread to another user. For example, the circle of friends exploded and the face was cute. How to test the virus coefficient of products? See which four-or five-year-old children like best.

Unexpected user experience. Let users be cool. Hardware products must create a hard experience that exceeds expectations. The most difficult thing is to balance the relationship between hardware technology and user experience before turning this first-level power outage into a screaming product.

03 running points (the most powerful move). Highlight the value of products through their performance indicators, such as the running test of Xiaomi TV 2S with Sharp and Sony.

3. Fast iteration (word-of-mouth nuclear weapons)

According to the feedback from users, it is updated iteratively. Under the mechanism of rapid iteration, there is no perfect product, everything is a beta version.

Breaking point = detonating word of mouth. Word of mouth is an engine of internet marketing, and the core of the explosion point is accuracy. It used to be the era of mass communication; Later, it was the era of focus communication; Now is the era of accurate communication. The fan community is the greatest precision!

Three rules to detonate users' word of mouth:

1. Core ethnic group

Influence the public through the minority, and detonate the Internet through the public. Never ignore minorities, especially opinion leaders. Detonating a minority is detonating a core ethnic group. Can deeply understand a core group, develop products for it, and even a core competitiveness.

2. User participation

After finding the core group, the most important thing is to detonate the user's sense of participation.

Three rules for participants:

Three strategies: making explosive products, being fans and being self-media.

Three measures: open the participating nodes, design interactive ways and spread word-of-mouth events.

The above rules are explained in detail in the book "Participation: Internal Manual of Xiaomi Word-of-mouth Marketing", and interested students can read them themselves.

The essence of user participation is to stimulate users' enthusiasm for participation with viral content.

Take Airbnb as an example, it has three core weapons for users to participate in:

0 1 big data serves users more accurately;

02 high pressure, willing to bask;

Social e-commerce is not a traditional hotel, but rather a community.

3. Event marketing

0 1 marketing. Using hot events, you can use your own situation or others' situation.

Star element. The Secret Weapon of Social Headlines: Social Money.

Social money is to share and talk about certain topics and spread information that can highlight self-uniqueness, such as the story of Running Man and Chipa. Positive energy social coins, controversial social coins and popular social coins are all the best choices for free social headlines.

03 virus production

Three elements of virus production:

Creativity-Spend a lot of resources and time here.

Fulcrum-the first wave of infected people spend the second most resources here.

Lever-megaphone, power amplifier, such as Weibo WeChat. The most direct word-of-mouth effect is to send friends.

Take Apple-style word of mouth as an example, it has three weapons: get rid of enthusiasts; Free access to media, free headlines; Create popular culture.

The above three principles are the core principles of the explosion strategy. To sum up, it is like this:

Jobs said: product people can't be defeated by marketers. Those who do marketing in the future will not be able to make products. The product is 1 and the marketing is 0. If you have marketing, you will die without reputation!

* * * Whatever you want.

PS: This book also creates an unexpected experience for readers.

The first is the book cover, which is probably the only book cover I can't bear to throw away.

At the end of this book, 39 cases involving explosives are presented in different categories. It's really sweet.

-End-

Ask for praise after reading it? , like to pay attention? : )