With all the dividends lost, how to use competitors to increase user growth?

Now many products are facing the dilemma of severe homogeneity and fading traffic dividend. What should we do? This article may give you some ideas.

The vast majority of people do not enter a project during a bonus period (trend).

They face this situation:

• The product has no advantage: there are 100 pages of products in the same category on Taobao
• Channels have no advantages: WeChat public accounts have no bonuses, and WeChat Moments have no trust.
• The media has no advantage: Weibo, Baidu and other promotion methods that can be thought of have been used to death

When you cry for missing the sun, you will also miss the stars. —— Stray Birds

If you are blaming yourself for not catching up with the bonus, have you ever seriously thought about what problem the "bonus" solved?

In 2014, the first generation of Wechat businessmen could sell goods and recruit agents just by posting on their Moments. As long as they dared to stock up on goods, they could make tens of millions a year, because early WeChat users were like lambs to be slaughtered and had no antibodies. In 2009, Taobao posted a magical post on campus titled "Top 100 Taobao Crown Stores". The author of this article earned more than 1 million yuan from this single article, attracting countless peers to compete for it.

So, the bonus just solves the user problem:

• Large number of users and fast growth
• Low traffic cost and weak competition

The brutal reality is that if you don’t have products and resources, you won’t get any benefits. Even if you are given traffic, there will be no conversion rate . So we must look at the dividends correctly. The pigs on the wind can fly, and that is also supported by Lei Jun ~

Because most people can’t grab the bonuses or get the bonuses, today’s interception method will allow you to move freely in the red ocean. Just keep an eye on your opponents and everything will be OK.

There are three ways to intercept the flow:

• Intercept Channel
• Intercepting media
• Intercept customers

1. Interception Channels

Monster's initial strategy when it went public was to intercept Red Bull, and it proposed the 3P principles and 2 key points.

3P principle:

• Price: Retail price is the same as Red Bull
• Positon (position): Displayed next to Red Bull
• POSM (supportive sales materials): in-store animated materials, more eye-catching than Red Bull

Two key points:

• First- and second-tier key areas
• Major shopping malls and key channels

This is Monster's only go-to-market strategy...

2. Interception Media

Online money-burning methods:

• Baidu bidding, direct traffic targeting the other party's brand words
• Baidu Union , Zhizuan targets the other party's search group

There is no other better way. At most, you can search for your opponent’s nickname or WeChat ID on Baidu or Weibo to determine his communication medium, and then either rub shoulders with him or squeeze him…

Another method is to intercept hotspot media, commonly known as hotspot...

The Douyu anchor Chen Yifaer who recently got into trouble has been on the hot search, and the popularity is quite small...

Then you can clone the same Weibo and public account as hers. After all, it is at the center of the storm now, and when others search for the anchor by his nickname, some of the traffic will flow into your media.

You can copy other anchors/ short video influencers , and the traffic will come in continuously, because most of the anchors are very active and many users visit Weibo every day.

Most of this type of traffic comes from otakus who often watch live broadcasts and losers who like to show off by giving gifts to female anchors. So you can turn to online earning (who complains about easy and high money?)

The trick is to give gifts to your beloved female anchor and hear a gentle thank you. Because they have low purchasing power and love to pretend, the WeChat merchants selling imitation shoes and watches can now take action...

Offline cases:

Just like Feimaotui Battery's strategy at the time was to provide local dealers with "supermarket entry subsidies" - as long as local dealers opened stores in front of large supermarkets, or persuaded stores in front of large supermarkets to place Feimaotui counters, they could get subsidies - they could sell goods and have a big billboard.

3. Intercepting Customers

There is a famous emotional consultant named Ning Tongtong who makes millions a month. His first batch of seed users were pulled from the Ayawawa community . Because users have a high level of acceptance, they not only recognize the industry, but also the category.

He joined the Ayawawa Weibo group and QQ group, actively participated in the interaction and answered questions, and then promoted his own official account...that's how he got his first batch of users.

The more popular [paid group + explosive fans], under the slogan of " paying for knowledge ", paid communities have sprung up like mushrooms after a rain (because the income is controllable), which is a good channel for us to intercept customers.

There are three reasons:

• It is easier to join a paid group than to add a bunch of friends, so it is more efficient.
• Users in the paid group have a high awareness of paying, so the quality is good
• As long as you talk a lot in the group, trust will come quickly

There are three steps:

(1) Go to places where paying users gather. For example, you can purchase corresponding paid services on paid platforms such as Himalaya , Get , Knowledge Planet, and Lizhi Microclass (provided that you have a WeChat group ).

(2) Give an eye-catching self-introduction in the group. Everyone will be relatively accepting of the group, and some people will take the initiative to approach you.

(3) Use the fan-generating software to actively add friends. The structure of the conversation should be as follows: "Respectful tone + self-introduction + what can I provide for you" . Use wetool as the software to increase fans, it is free and easy to use.

Going through the three steps will give you a high pass rate and a strong sense of trust. The two problems of traffic and conversion rate were also solved accordingly.

In short, interception is:

Positioning peers:

• Find the big names in the same product
• Find big names in the same category

Then:

• Block his channels
• Intercept his medium
• Intercept his customers

If Newton achieved success by standing on the shoulders of giants, then intercepting the flow means standing on the shoulders of your opponents to pick apples and leaving them with nothing to pick!

Source: Yu Mumu