Explosion, as a user's attention, also brings profits and cash flow to companies, has always attracted the attention and research of many companies. The market's views and definitions of explosive products in the market are not the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same, but the same is the same. Everyone wants to make their products become explosives, and then make companies form brands to form brands through continuous production of explosive products. So how do you make a explosive product? This article will answer you.
I. What is explosive
explosion is a word of mouth products that detonate the market. It has 4 important conditions:
(1) Enough innovation
can only attract enough attention. Essence Enough innovation is to meet consumers and users that have not yet been satisfied. It is best to create a killer application that has not yet realized.
's innovation here can not only point to technical innovation, but also the combined innovation of Christeinneson. Then re -combine the factors of the market's future forecasts to make a new product.
(2) The reason why the pain point of catching the consumer scene
explosion can detonate the market and make consumers sought after. Let consumers feel at a glance that this thing is what I need, and what value she can bring to me. The development stage of the industry and the development stage of categories are in the early stages of development, or in the rapid development period, or have it been close to saturated
(4) Word of mouth and spreading
explosion is the chain reaction of users' social networking. It spreads, so if you want to make a explosive product, you must first achieve the quality of the product. Secondly, if you want to let the user take the initiative to spread, design the point of communication. Only with its own traffic can you become a continuous explosion. Essence
2.
with hardware explosives and software explosive products. With the development of the Internet, there are two products on the market: one is our familiar physical products, that is, hardware products, the other is on our mobile phones and computers APP, we call software products. Among them, some products have developed rapidly, and they are recognized and self -disseminated by consumers, which is the explosive product that we want to talk about today. Here, I want to share a hardware product value formula with you. A plan for product.
hardware explosion value formula:
What is the business value of the product?
is the total amount that a single user is willing to pay for it to sell. We abstract the money that a single user is willing to pay for it as "user value" and describes the number of sold as "self -propagation coefficients". Because
is emotional and rational, users will have two ideas when buying goods, one is sensual and the other is rational.
Sensory: If
is in rational, when buying a product, you will think about what the product is to meet what the product is, whether I need it, it is worth the price, and this can be abstract into cost -effective or the user. Wish to pay costs.
is not cost -effective, but the comparison of performance and price. Performance will have different definitions in different scenarios.
, for example, the first bottle of Nongfu Spring sells 3 yuan in the supermarket, the second bottle sells 10 yuan at tourist attractions, the third bottle sells 100 yuan in the desert. Consumers think that the value of the product is different. The bottle of mineral water I drank was bought after walking at a tourist attraction for more than an hour. It was happier than the three -dollar farmers who usually bought in the supermarket.
Perceptual value and rational value are very different. Let’s look at the shoes we wear. A pair of ordinary sneakers sells for more than 100 yuan on Taobao, while a pair of AJ’s limited edition sneakers sells for 2,000 yuan. From a rational point of view, The price difference between these two pairs of shoes cannot reach twenty times, so what exactly led to this result?
There are three reasons:
- Sense of security: For example, whether it is safe to shop on this platform, whether the privacy protection is good enough, whether the product packaging is tight enough, etc.
- Convenience: Purchasing this product can save me a lot of time, and I think it is very cost-effective to spend this money.
- Sense of superiority: The sense of superiority is a relatively advanced perceptual level. The sense of superiority comes from self-feeling and comparison with others. This is also something that LV, Chanel , AJ and other luxury jewelry brands have been using and creating. Through The product values and concepts conveyed make the public aware, and then high prices are used to differentiate the crowd so that the product can give users a certain feeling.
Next, I want to use an empirical model to show you the importance of cost-effectiveness, word-of-mouth, and self-propagation coefficient for explosive products.
self-propagation coefficient model:
First, an example of high word-of-mouth and high communication. We assume that the positive review rate is 99%, the negative review rate is 0.3%, and the communication conversion rate is 5%. That is, if it spreads to 100 people, there will be 5 new ones. Users come to buy this product. (99%
The impact rate of negative reviews is much higher than that of positive reviews. An unsatisfied user will affect 20 people around him, or even more, we assume it is 20; while a satisfied user only affects three people, we assume it is 3. After
was spread twice, 1 became 1.16 and 0.94 respectively; after ten times of spread, for a product with high reputation and high spread, 1 user became 4.4 users; for a product with high reputation, high spread , although the negative review rate was only a little bit different, after ten times of dissemination, 1 user became 0.55 users.
Third, the ideal baseline product is a product that has not been spread. Assuming 96% positive reviews and 2% negative reviews, the spread conversion rate is set to 1%, which means that if it spreads to 100 people, only 1 person will buy it. Because without dissemination, there would be no compound interest effect of the fifth or tenth dissemination.
is a successful hot product. After the cold start stage, self-propagation will make it rise rapidly and naturally. This is the model of a hot product with its own traffic. However, if there is a problem with its reputation and it starts to spread negatively, it will quickly return to zero. Because of the 2% of disappointed and angry users, the negative communication they do has a huge reverse conversion rate, which will offset the value and efforts of all positive communication.
4 key elements of self-propagation:
(1) Word of mouth: positive review rate, negative review rate
negative reviews are more important than positive reviews, the blocking rate of negative reviews is ten times, and the conversion rate of positive reviews is a hundred times.
(2) Conversion rate: The number of people who purchase a product after seeing an advertisement or a friend’s recommendation
is related to the product’s cost-effectiveness, the user’s willingness to pay, and whether the product meets user needs.
(3) Transmission rate: the number of transmissions by a single user
The number of people affected by active or unconscious transmission by a single user.
(4) Propagation depth: the number of compound interest N
After one round of propagation, whether the users who have been propagated will continue to pass it on, and how many rounds can it be passed on.
When we create a hit product, we must think about: How to improve its reputation? How to increase its single user spread number? How to improve conversion rate? How to maximize the depth of communication?
At the same time, when you consider the self-propagation coefficient, you must also realize that this is a double-edged sword. If you cannot do a good job in word-of-mouth, the depth of communication, and the value-added rate of users' self-propagation, then It will fall into a downward curve, and no matter how much traffic is invested, it will not be able to pull it up.
software hot product formula:
Software products are very different from hardware products. Hardware products will produce a scale effect when the number of buyers reaches a certain scale, that is, when the number of buyers is large enough.The factory can purchase more raw materials from the supplier, and further reduce the production cost of the product through more precise data management and professionalization division of labor. Software products are a network effect when the user scale reaches a certain degree.
also means that when the user reaches a certain scale, all users may get greater value from the expansion of the network scale. This value is several times more value than the addition of a single user and a single user, and the value of the network increases geometrically. For example, ( WeChat )
We dismantle the value of the user into the value of the user and the value generated by the user in the entire life cycle.
Total Number:
We look at the user volume of the product. First, the total number of users is the size of our products. In the entire industry, the ranking and performance of the track segmented. From this we can see the scale and development stage of our products, and how the status of the industry will help us verify and layout the next development.
-day active number:
Compared with the total number of users, the number of daily active users is more reflecting the value of the product. The number of daily active users of different products is different, such as social and information, short videos, takeaway and other user life high. The daily work that frequency needs will be relatively high, and those who are like renting houses, subways, tourism and other users are not very frequent (a small part of high frequency, but most of them will not) daily work is relatively low, and daily activity The higher the product, the more the opportunity to show its own value and realize the realization.
HTML August August Number:
day to decide on the foundation foundation. Monthly determines the potential vitality. The number of monthly active users can use the data analysis of the monthly user growth rate (monthly user growth rate = (monthly new-old user monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly user monthly monthly monthly user monthly month Loss)/Last month, we can understand how many users we have settled through the monthly user growth rate. A bad product, the loss of old users will be serious, the growth rate of the monthly user will decrease. A good product, the loss of old users is less and stable, promotion and reputation will greatly affect the growth rate of the monthly user. The number of users of
products can be analyzed that the entire market size will eventually reach the total number of users when starting a business when we start a business. Let's see which stage we have reached the current product. For software products, you can move from the niche market to the public market in a short period of time, and finally realizing profitability is already a explosive product. The life value of a single user of
software products is divided into duration and contribution value, which is the value created by the user's life cycle in the entire life cycle.
user life cycle is divided into: import period, growth period, maturity period, dormant period, loss period.
- Introduction: User acquisition phase, converts the potential user traffic in the market into its own users.
- growth period: register and log in and activate, have started to experience the related services or functions of the product, and experienced AHA moments.
- maturity period: in -depth use of the function or service of the product, and contribute more active duration, advertising revenue or payment.
- dormant period: mature users who have not generated value behavior within a period of time.
- loss period: users who have not logged in and visited for more than a period of time. The five stages of
are the products entering the growth period, and the maturity period must be managed. By managing these five stages, the value of the product is greater. And startups are more important to make the smallest feasible products of the product matching market, and then experience wind frost in the market and iterate feedback. We can use the product life cycle to look at this incident.
product life cycle: when
products are just made, if your positioning is accurate and can be valuable to certain types of users, there will be a group of users who are eager to solve a certain needs, or fans, when your core is your core When the function meets their needs, you will be praised and sought after by them. When you continue to optimize your functions and expand the market, you will find a group of early users.
, but early users will have a gap that is difficult to cross in the early days. Only when it is across the past, products and companies enter the stage of high -speed development.
5% of companies and products have not crossed this gap. The reason is that the needs of the early public are different from those of early adopters. They not only want a certain core function of the product to meet their needs, but their requirements are higher. They want all functions and services of the product to meet the standard line, and then reach them through promotion, let them know that there is such a product, and finally transcend the past. Most companies fall because of their early fanatic fans and users. They think that their products are already very good, and they fail to conduct in-depth analysis and research on the products to find changes in the market, thus failing. The same goes for
when making popular software. First find the value of its own existence and a blank market or a market that has not yet entered the Red Sea, and then verify the value of the product through the continuous verification of MVP (only when users are willing to pay for the product is the MVP achieved) , except for profitable products that rely on advertising revenue) and continue to iterate, and finally use APPs and small programs to expand.
However, when crossing the chasm, a group of users must be redefined. The users at that time are different from the early adopters. Enterprises must first break through their own boundaries, and then achieve this through organizational restructuring. There is a huge difference between
hardware products and software products, because hardware products rely more on technology. Therefore, making hardware is a test of the founder's patience. It may take one or two years for technology to break through. How can an organization persist without positive feedback? Having cohesion is a test of the founder. Software products are generally developed through small teams, with rapid iteration and rapid feedback, which test market insights, understanding of the industry and users, grasp of opportunities, and execution capabilities.
3. Dismantling of Zhong Xuegao’s high-explosive product case
Product introduction: Zhong Xuegao is an ice cream brand that specializes in tile-shaped ice cream. It is made from degradable popsicle sticks and natural raw materials without additives such as flavors and pigments. It has a minimum shelf life of 90 days and is mainly sold through online e-commerce and offline pop-up stores.
Zhong Xuegao was established in 2018. On Double Eleven in 2018, it ranked first in sales in the category. Its Ecuadorian Pink Diamond was sold out in just 15 hours on Double Eleven. Why can't a company be established? Can a company achieve this level of success in just one year? The author believes there are 4 reasons behind it.
(1) Technology
As the Chinese government issued the Taiwan has adopted a number of policies and measures to support the logistics cold chain, including the General Office of the State Council issuing the "Opinions on Accelerating the Development of Cold Chain Logistics to Ensure Food Safety and Promoting Consumption Upgrading" and the Ministry of Transport issuing "Accelerating the Development of Cold Chain Logistics to Ensure Food Safety" "Implementation Suggestions for Promoting Consumption Upgrading" and other measures to encourage the healthy development of cold chain logistics, my country's cold chain logistics has significantly improved in terms of cost reduction and efficiency improvement, which has also drastically reduced distribution costs, making ice cream, a retail store that we usually can only sell offline, quickly pop-up shop, supermarket It can now be purchased on e-commerce.
On the other hand, Zhong Xuegao has maintained a high technical level since its development. On the one hand, Zhong Xuegao must also maintain high innovation capabilities. Achieving technological breakthroughs in terms of functionality. For example, making ice cream less likely for children to get cavities, making the ice cream smaller and easier to melt, etc.
(2) Scenario
Ice cream has always been focused on. Offline retail consumption scenarios. Offline retail of ice cream has two characteristics: seasonality and randomness.
Ice cream sales are concentrated in summer, and are more popular than ice cream, street milk tea shops, juices, smoothies, etc. It is easy to attract consumers' attention, and competition in the ice cream industry is becoming increasingly fierce.
Most ice cream brands seem to be unable to avoid these two characteristics and rely more on traditional channel advantages to gain sales.For consumers,
does not actually provide a sufficient reason for buying -why consumers buy my ice cream instead of buying his ice cream? The founder of
Zhong Xuegao believes that the market of ice cream is further increasing. In the past, the whole Chinese only eaten ice cream for five months. long. Zhong Xuegao is trying to convert the traditional random retail and turn into warehousing and family -style consumption, so that it has a certain amount of demand. The
0/00 -after crowd has begun to become the backbone of domestic emerging consumption. The higher -end, healthy, and personalized ice cream domestic brands are blank. This is also the opportunity of Zhong Xuegao's ice product brand. Zhong Xuegao seized the changes in user needs through the judgment of the market in the future and the understanding of technology. At the same time, he found a new user scene: warehousing, family -style ice cream, and let ice cream enter the family refrigerator like eggs, and Store in batches and enjoy deliciousness anytime, anywhere. In this way,
has turned the original seasonal street consumer products into a long -term family consumer product, the extension and expansion of the consumption scenario, turning the original random consumption into a target consumption, extending the consumption cycle of ice products.
(3) Product
When we want to sell 2-6 yuan of ice cream online for online sale, we will find a problem. The ice cream is easy to use the logistics cold chain and fast delivery to send it to the consumption before consumption can be sent before consumption. In the hands of the person, although the logistics cold chain technology is developed, the cost is very high. A 2-6 yuan ice cream has a high profit. If it is considered a delivery fee, it will lose money.
Zhong Xuegao also found this. If you want to catch this market, the price of the product itself is high, delicious and welcomed by consumers to benefit, so Zhong Xuegao's team attaches great importance to the development of ice cream. The raw materials are also carefully selected. The skin of
Zhong Xue Gao's ice cream is Ruby, the fourth chocolate in the world made from Ecuador . Ruby Chocolate, this is a new discovery of the cocoa species in the past 80 years. Natural girl powder has a slight fruit acid.
YUZU Lemon Pomelo is a relatively special fruit that is produced in Japan. It is said that lemon pomelo trees can only grow in 20 years. The fruit looks like citrus, but the taste is completely different, and the fruity aroma is fuller. I am afraid that many people have never tasted it.
uses a special craft of France to make this lemon pomelo into 100%pure fruit puree, and then add this ice cream. This pure and rich fruity aroma ends, which makes people eat while eating. Essence The ingredients of the ingredients of the yogurt used in the
Ecuador Diamond Diamond have two kinds of raw milk and two kinds of bacteria. There are only three simple ingredients, but after a unique time and temperature fermentation, it becomes a pure yogurt raw material.
is melted in the mouth and the mouth feels light and there is no burden. Because this fresh and sour taste comes from the original flavor of the raw material itself, there is no additive, so the throat is more fresh and soft, and the flavor of milk is endless.
Zhong Xuegao's careful selection of raw materials also meets people's attention to consumption upgrades and food safety.
is then different from other ice cream and unique tile style, making it the endorsement of the domestic ice cream brand. In addition, there is a sentence on each ice cream stick. After eating The spread of communication in social media has increased.
Zhong Xuegao's products are characterized by "nature" and "personality". The so -called nature, the materials made do not contain emulsifiers and stabilizers, so that customers can experience the taste of food. The personality is that Zhong Xuegao has only more than 10 SKUs. He does not cater to the taste of the public to catch up with the trend and not to please all consumers. Lin Sheng, the founder of Zhong Xuegao, believes that he should not imitate popularity, but needs to form his own unique barriers.
is more focused on the quality of Zhong Xuegao's products, and users will not form choice difficulty. It is difficult to decide, it is easy to remember and spread.
(4) Marketing
Zhong Xuegao’s marketing idea is: first stimulate users’ interest and attention in a single product, guide users to try it, and finally make bulk purchases at the online flagship store. Zhong Xuegao adopted diversified methods to implement this idea.
Zhong Xuegao’s unique shape, as well as his good looks, plus the price of 5-10 times the price of ordinary ice cream, made it go viral on social media as soon as it was released, becoming a young person’s way of showing their attitude towards life and their quality of life. An item, and then conquered the stomachs of users through the delicate taste and texture of its products, earning Zhong Xuegao a lot of praise.
Zhong Xuegao’s core logic is “KOL planting grass – stimulating users to pull grass” on Xiaohongshu and Douyin. A search for "Zhong Xuegao" on Xiaohongshu yielded 4,025 long notes sharing tastings and pictures of Zhong's ice cream. At the same time, there are also dedicated official accounts and amateur accounts on Douyin. They change the plot and original content on hot topics and music on Douyin to attract users to watch, and then initiate topics to allow more users to participate in the filming. Gain batches of fans and achieve conversions.
Next is Zhong Xuegao’s offline stores. Zhong Xuegao uses “pop-up stores + offline stores” to expand his influence and fission.
First of all, the unique theme design of the offline pop-up store made the pop-up store a photo mecca, attracting many users (naturally including many Internet celebrities) to check in and take photos, and then generated a large number of photos on Xiaohongshu, Douyin and Weibo and other channels. The content has attracted a new batch of users to check in offline.
In addition, the pop-up store also plans various themed activities. For example, the "Life is like a summer flower" themed pop-up store, the "Zhong Xuegao Slow Reading" pop-up store, etc., ultimately formed a closed loop of check-in-sharing-drainage.
At the same time, offline stores also provide users with channels to try a single product. The high price of online bulk purchase has a certain threshold for new users. Through single-box attempts in offline pop-up shops and stores, we have completed planting in users' hearts, and finally guided online batch weeding, and
finally transformed random single-box purchasing behavior into home warehouse-style purchasing behavior.
4. Summary
The reason why hot products can become hot products is because they have common characteristics. From brand positioning to product development, they are obviously different from traditional products. All hot products often adopt the following principles: The red ocean of traditional industries then goes to enter a blue ocean market.
is still a product, but it has improved its functions, improved its packaging, optimized it, or reorganized its brand tone. After building it, it can carve out a blue ocean market in the red ocean, and at the same time design its communication well. The explosive point made it go viral on social media.
In this volatile market environment, we need to start from the essence, have a deeper understanding of the industry, have insights into the changes in consumer demand, find the elements that change tenfold, and then combine our own capabilities and advantages to ALL in and focus. In a field, a compound interest effect is formed. Only by focusing can we make a good product and a hit product.
reference case:
- No.9 robot, how a niche product detonated the global market
- explosive product strategy, how did Zhong Xuegao become popular? Why is Zhong Xuegao so expensive?
- was launched half a year ago, and 50,000 units were sold in 40 minutes. What's right
Author: Yimao, WeChat ID: xhxh1344
This article is written by @易猫Originally published on Everyone is a Product Manager. Reprinting without permission is prohibited.
title picture comes from Unsplash, based on CC0 protocol
