Why is NetEase’s course sales so popular? I have summarized these 8 reasons

Since last night, the Moments has been completely red, and NetEase has been all over the screen again! How crazy is it? 100,000 people paid overnight!

NetEase really has a bug. It releases its own H5 to flood the screen, and teaches you how to flood the screen.

01

Let’s briefly review the screen swiping process:

Around 9 o'clock in the evening, sporadic spread of the news began to appear in the circle of friends. Because Bangge is closer to the source of the communication, it can be inferred that the course was launched at about eight o'clock.

Around 10 o'clock in the evening, the frequency of exposure in Moments increased, and shared posters began to appear in WeChat groups .

Around 11 o'clock in the evening, the circle of friends was already flooded with messages, and many big operators in the circle began to actively share and spread the news, and recruit people everywhere.

Before 12 o'clock in the evening, the number of people who purchased the course had exceeded 10,000, and discussions about the course itself had also begun.

Late at night, the screen continues...

As of the time this article was published, the Lizhi Micro-Course page showed that there were already 110,000 people studying (it’s not clear what the definition of “studying” is, paying users or browsing users?), and the course turnover exceeded 4 million overnight.

"Products produced by NetEase are always of high quality" has been a well-known saying for a long time. In the past two years, from NetEase DaDa H5, to NetEase Cloud Music subway car, to NetEase Kaola's dramatic intern Julia, NetEase has become a god-level presence in social marketing among major Internet companies.

After all, marketing is an activity that requires heavy investment and a lot of resources to promote . Let it go viral. After all, other people are wealthy and dedicated. If it doesn’t go viral, who will?

But when people from NetEase come out and share a course, it can go viral! simply!

02

Why is NetEase’s course sales also so popular? It can be summarized into 8 reasons:

1. Potential Energy

NetEase’s previous successful communication cases one after another are the general background of this screen-sweeping event.

Everyone is curious, why does NetEase always dominate the screen? Why can’t BAT , which has a higher market value and more abundant resources, do it? The questions that the continuous screen-swiping brought to users in the circle were like a constantly accumulating barrier lake, and the launch of this course opened a gap in the questions that had accumulated in the barrier lake.

This is the power of potential energy. When you continue to be successful, no matter what you say, there will be people willing to listen.

2. Positioning

The main focus of this course is "operation", which is the second hottest topic in the current Internet field (the first is of course blockchain). If it is changed to "product", the audience will be narrower and the threshold will be higher, and it will probably not be so easy to go viral.

In 2010, Su Jie's "Everyone is a Product Manager " was published, and the term product manager gradually became popular. Especially after the explosion of WeChat , Zhang Xiaolong became an idol for many people. In addition, the entrepreneurial opportunities brought by the mobile Internet wave made product manager the hottest profession. There was a time when everyone wanted to be a product manager.

However, the publication of Zhang Liang's "Starting Operations from Scratch" in 2015 and the popularity of Huang Youcan 's "The Light of Operations" in 2017 indirectly indicate that "operations" is beginning to become a new popular profession. One possible reason is that product managers have become highly professionalized with increasingly high barriers to entry, whereas the operations position is still in its infancy and it seems that anyone can do it. Therefore, when graduates with increasingly inappropriate majors consider entering the Internet industry, operations positions become the best choice.

Which company doesn’t have a few operations yet? Given the population base, of course the course has a larger potential audience, and more people will come to attend the course.

3. Courses

Of course, the course itself is definitely one of the important factors. Combining it with NetEase’s own successful practices to sublimate the theory can be said to be very convincing and tempting. As shown in the figure:

4. Distribution

The world is bustling with people, all for the sake of profit; the world is in turmoil, all for the sake of profit.

And the distribution of this course is very clever:

First, the distribution ratio is quite high, 60%. To some extent, we can guess that the organizers were not aiming to make money, but to gain reputation, so they gave up profits for the sake of publicity;

The course promotion strategy spread online

Second, the distribution amount will be credited to your account immediately. After my posters were circulated, the reminders of distribution revenue kept popping up, which really made people more excited;

Third, secondary distribution. If someone buys through your distribution poster and then distributes it again, you can get another 30% share of the acquired users.

There is no such thing as a quick buck without a profit. The author has seen many people post again to almost all their friend groups after posting on their Moments. The motivation is certainly not just to recommend courses to friends. In this way, every purchasing user becomes a salesman of the course, achieving perfect fission. There are many people who earn more than 1,000 yuan from distribution overnight.

The distribution strategy is undoubtedly one of the most important reasons for this screen-sweeping event.

But the biggest hidden danger of this screen-sweeping event also lies here: Is such distribution in violation of regulations? Is it even a pyramid scheme?

5. Prices and Promotions

39.9, the price of a cup of Starbucks , is no pressure to pay for the operator. There are many people who have paid much more expensive tuition fees than this but which were useless.

The original price is 199, and the limited time special price is 39.9. Are you excited?

The first 1,000 people will receive NetEase’s internal operating materials. Do you hate yourself for seeing it so late?

6. Seed users

Operators form a very special circle because they particularly like to form groups, add people, and join groups. If you don’t have three to five thousand friends, you’d be embarrassed to say that you’re an operator.

This becomes a very important factor in this screen-sweeping event: because the influence range of an operator’s circle of friends is roughly equal to that of ten ordinary users, its dissemination efficiency and fission speed are also very impressive.

Moreover, the lecturers and their circle of friends are themselves a group of KOLs in the operation circle. The appeal of this group of people as the starting point of communication is undoubtedly an important factor.

7. Screen swipe

Screen swiping itself is one of the driving forces behind screen swiping.

Few people notice this, but the reason is very simple: herd mentality.

The screen-sweeping caused by a wave of operational KOLs spread out in many concentric circles like waves. If you are still hesitating when the first wave comes, it will be hard not to be moved when the second and third waves keep coming.

The endorsements from acquaintances and semi-acquaintances in the circle of friends are themselves very persuasive.

8. Poster

After seeing this poster, many people placed orders without hesitation. It’s too eye-catching, too exciting, and too tempting to buy. This most widely circulated distribution poster contains many details that have been polished to the extreme:

First, it’s all red, what does it remind you of? That’s right, NetEase Cloud Music and the subway posters that are all over the screen. From a neurobiological perspective, people are most likely to notice colors, shapes, and then details such as text. By using the color red to evoke users' existing memories, this course has a strong connection with the classic case of NetEase Cloud Music's subway screen-sweeping.

Second, the largest font in the poster is not the course name, but "NetEase Drama Queen", have you noticed? Obviously, the organizer knows very well what this course is selling, and what they want is NetEase's potential energy. Who speaks is more important than what is said.

Third, promotion and discount information, which has been analyzed above, is also an important factor driving screen swiping. Putting it in a poster greatly improves the conversion rate .

Fourth, the poster does not contain any nonsense and has complete information. It can be broken down from top to bottom into: user recommendation + biggest selling point + course name + course content + promotional information + fission QR code.

Of course, everything has its limits, and screen-sweeping is not necessarily a good thing.

A long time ago, WeChat officials were very disgusted with issues such as induced sharing, collecting likes, and multi-level distribution on the platform, and there were more than one related bans. Because excessive marketing activities will greatly damage the user experience .

As far as screen swiping is concerned, when I see a message for the first time, I will think it is useful. When I see it for the fifth time, I can only describe it as tolerable. By the tenth time, repeated information is ineffective and instead becomes a form of harassment. Because it is essentially advertising, and do you really like watching advertising?

The screen-sweeping incident is only worth paying attention to for people in the industry, because this is another textbook case. For the vast majority of ordinary users, seeing too many big red posters filling the screen is bound to make them feel a little irritated.

This is probably the eternal problem that operators and marketers need to face.

This article was compiled and published by @新榜(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century