The most cost-saving tool and magic weapon in community operations! Talk about the wonderful uses of peripheral products!

In community operations , there is a tool that can save costs to the greatest extent, and that is peripheral products. Not only can operating costs be saved, but it is also a very effective promotion method and a magic weapon for brand communication.

Why save costs? Let me give you the math and it will become clear. For example, the cartoon character of Mop is called Xiaopu. The dolls, pillows, T-shirts, small pendants, etc. based on the image of Xiaopu have been very popular among users after years of operation. In 2008, the cost of a 14-centimeter ordinary Mop was about 10 yuan. If I made 1,000 of them, the total would be no more than 14,000 yuan. Based on the size of Mop at the time, I could use it for a whole year to organize numerous activities, support the basic operation of the moderator system, and so on. Of course, you can’t get it for 10 yuan now. It should have risen to around 40-50 yuan, so the cost is about 50,000 yuan. Even if the variety is richer, the cost will be 100,000 yuan, which is 8,000 yuan per month on average. For most communities, I believe 1,000 peripherals are already a luxury. 100,000 yuan for a whole year is nothing compared to market costs!

There was a Xiaopu doll about 30 cm in size before, which was also made very beautifully. I remember that the cost price in 2007 was 38 yuan, and it was sold for more than 800 yuan on Taobao, which is enough to prove how popular it was. Throughout its history, Maopu has produced a large number of peripheral products. The steamed bun emoticon is one of Maopu's main features. 253 and 233 have become Internet terms. Users particularly liked the dog-head buns, pink buns, etc.

Peripheral products are the most effective operational weapon in building a user system, especially in the process of accumulating core users. Of course, there is a lot of work related to it, such as the brand name, slogan, mascot name, mascot image design, a series of work for suppliers, points mall, user reward and punishment system, etc. There are countless detailed tasks to be done just around the peripheral products. I used to be in charge of a warehouse for several years. Since then, I have never embezzled any peripheral items, and moving peripheral items was a common occurrence. I can still remember the pricing of many of Mop’s peripheral products back then.

1. There are three biggest uses for the surrounding area

1. The operation of the event and the surrounding products are outstanding, which can achieve twice the result with half the effort. In the process of participation, users can easily establish a strong recognition of the brand.
2. The management and operation of user organizations generally appear as an incentive mechanism, which can greatly enhance the user's sense of honor and drive users to work hard to obtain it. Users who cannot obtain it will work harder to obtain it.
3. The inventory and summary of users is used to reward individual users and is a symbol of personal honor.

2. Precautions for the production, storage and use of peripheral products

1. Cost control

Negotiating prices is a very difficult matter, as it involves many aspects such as length, width, height, material, color, production quantity, proofing, etc. Every link requires careful communication with the other party.

2. Designers must intervene

Since three views are required when designing the peripherals (figures drawn by the observer observing the same spatial geometric body from three different angles: above, left, and front), our designers must be involved in the communication process with the production party, and many subtle links cannot be ignored.

3. Recording and reporting are required at any time

Detailed records and explanations are required for every inflow and outflow of peripheral products, and the distribution records also need to be carefully recorded for future reference. There will definitely be a lot of confusion in this area, and thefts will often happen.

4. Every peripheral should be used on the cutting edge

The use of peripheral products is also a science. I have seen many companies that spend lavishly on peripheral products without considering the investment-output ratio at all. The peripherals cannot be distributed randomly, their scarcity needs to be maintained. Besides, how can we ever finish sending things? Who doesn’t want something given for free?

The key is that we must be clear about what effects these peripherals will bring after they are released, what kind of users they will match, and what kind of activities and scenarios they are suitable for. After all, these are all costs. The supply is not unlimited. Every time one is issued, one is less. It has to be worth the money.

5. Diversity of peripheral products

The surrounding areas must be as diverse as possible. Users have a typical psychology called philatelic psychology. Many users like to collect various peripheral products. But for the same product, when a person owns more than 3 pieces, he or she will no longer feel fresh about it. Therefore, in order to stimulate users' appetite, peripheral products must be made more colorful. It can be freely matched and the cost can be relatively controlled. Of course, you can also make some sets, such as peripheral products of the 12 zodiac signs. How lively the community would be if you could collect all 12 types! Tip: Don’t make peripheral products related to the 108 generals, that’s called playing with the users!

3. How should peripheral products be used? How to maintain its scarcity?

For example, when a new batch of peripherals comes in, they will generally be distributed among core users, preferably among the core user team, but not everyone will have them. At the same time, they will be distributed in the form of activities, and the quantity must also be maintained to let users know that things are hard-earned, and users who have made contributions to the platform are most eligible to get these "rewards" first. The volume will gradually increase in this way, and this cycle may be relatively long. Gradually, when this peripheral product is in the hands of core users, the product is no longer scarce. At this time, there is no need to be so "petty" and it can even be sold openly.

Before that, the next peripheral product had actually been made.

This cycle repeats itself.

Summarize

The peripheral culture of Maopu was once very popular, and many Maopu users had the habit of collecting various peripherals.

After 2008, supply began to be insufficient (Oak Pacific Group's development focus shifted to Renren). In 2009, I owed users three quarters of peripheral products. I am grateful for the understanding of those lovely users back then. But every operator is very clear about the importance of this. Despite this, we were able to sustain for many years with only peripheral products and no other budget, and the peripheral products played a very important role in this.

If you are poor, you have to find a way to live your life. Most of the current operators may not be able to experience this kind of personal feeling.

Your APP