Do you know about the top 10 most popular fission marketing?

The article breaks down the top ten most popular fission marketing in recent years, splits them from the three perspectives of universality, logic and referenceability, and scores them to see which of these most popular fission marketing are most worthy of learning.

In the past, marketing said that to build a brand, one must sacrifice sales and spend money to build channels to improve long-term benefits; to increase sales, one must sacrifice the brand and use discounts and promotions to increase sales. Brand and sales volume cannot be unified equally.

But with emerging brands such as Lian Coffee, Luckin Coffee, Qutoutiao, and Coco Milk Tea, he became rich in a short period of time without spending too much money. It was at this time that we realized that marketing must integrate product and effect. And fission marketing is one of the best ways to integrate brand and effect.

Therefore, the fission marketing method of Lian Coffee, Luckin Coffee, etc. This is how we learn and draw lessons from others.

Here we will analyze the top ten most popular fission marketing in recent years. We will break them down from three perspectives: universality, logic, and referenceability , and give them scores to see which of these most popular fission marketing are most worthy of learning.

01 Community Group Purchase

Community group buying is undoubtedly one of the hottest fission marketing methods in the past two years. Typical representatives include platforms such as Shituanhui and Xiaoqule. It is still in its prime period and reaping the benefits of social e-commerce. The reason why community group buying is rated five stars is because of its universality and reference value. Whether it is a fruit store at the entrance of a community, a restaurant, or even an individual, it is suitable for operating through social e-commerce.

Community group buying develops group leaders to establish community WeChat groups, then uses the WeChat groups for consultation, discussion, and interaction, and finally places orders through links such as mini-programs. This model makes full use of the characteristics of small-scale, large-scale, independent communities, and acquaintance effects, achieves decentralization, and becomes multi-center operations and services, with very low customer acquisition costs.

Community group buying can be said to be a typical model of "trust + sharing economy", which is a feature that no other e-commerce model has.

02 Community

A community is an organization formed by a group of people with a certain nucleus. It can be as large as a national organization or as small as the establishment of a customer system. The community has wide applications and flexible operations. Therefore, we give it five stars.

Apple, Xiaomi, Logical Thinking, etc. are all masters at playing with social networks, and their fans also pay more money for them.

For store owners, communities are more sticky than membership systems. All walks of life, including catering, photo studios, entertainment, etc., are building communities. Sometimes, when you order takeout, the store may add you to a merchant group, where you can enjoy discounts and other services.

Whether physical or virtual, communities are very good channels for light-asset operations.

03 Wechat Business

After several years of development, WeChat business has transitioned from barbaric screen swiping to a systematic system stage, and more and more businesses have begun to learn from the operating mechanism of WeChat business. However, since WeChat business is still covered with the cloak of "pyramid selling", we give WeChat business fission four stars here.

The core of WeChat business is not to sell goods, but to create a hot product status in order to recruit agents, create sales scenarios, and give others a chance to make money. For example: You opened a shoe store and built a "Micro-business" mechanism. At this time, you can sell your products to users who have consumed your products, and give them more than 80% of the profits. These products do not occupy store costs, have low profits but large shipments.

04 Knowledge Payment

Knowledge payment can be said to be a relatively hot form of fission in recent years. Due to its low cost and fast dissemination, we also give knowledge payment four stars.

New World Marketing Course, NetEase Xijing Course, Lizhi Micro Course, Himalaya, etc., all make a lot of money from knowledge payment. This marketing form can be said to be standard in the education and training industry.

Knowledge payment is still suitable for physical stores, and too many stores have achieved explosive dissemination through the form of knowledge payment.

In Shanghai, there is a dessert shop with good sales. So the store owner opened a paid knowledge column on Himalaya, sharing his business philosophy, how to solve problems encountered, how to build a small and beautiful store, etc. It has attracted hundreds of thousands of people's attention, and the combination of knowledge payment and community operation has brought in hundreds of thousands of yuan a month. More importantly, it has laid a good foreshadowing for agents to join.

05 WeChat Ranking

WeChat rankings can take many forms, especially through gamification. This form of fission has high user participation. However, most of them rely on mini-programs or WeChat’s own functions, which are very easy to be imitated and copied. Therefore, here we give WeChat a three-star ranking.

WeChat ranking typically uses pedometers, red envelopes, check-ins, tasks, etc. to carry out marketing fission, which is a type of WeChat activity.

For example: We often see milk tea shops holding activities through WeChat step counting to reward themselves for their hard work. If you accumulate more than 10,000 steps through WeChat exercise, you can get a 50% discount on XXX products. If a person has walked more than 10,000 steps on WeChat Sports, it means he has walked quite a distance and he may be thirsty when he arrives at the store, so it is reasonable for him to have a cup of milk tea.

06 Koi

In 2018, during the National Day holiday, our screens were flooded with koi fish. Then local big accounts all over the country followed suit and also held koi activities. User participation was extremely high, and everyone wanted to be the luckiest one.

Because the firepower was too strong, when merchants tried to carry out Koi activities themselves later, they encountered various problems. If the prizes are too good, it will increase the merchant’s costs; if the prizes are average, users will feel that they are insincere. Therefore, here we give the Koi's fission form three stars.

Koi is not a rare thing nowadays, in fact, this way of playing has existed for a long time. At the beginning, some users said that it would be great if they could eat hamburgers for free for life. So, Burger King really launched such an event, where one lucky user was picked out to enjoy free burgers for life.

Wang Sicong has also done this activity. Everyone still remembers that in 2015, some netizens complained about Wanda’s popcorn on Weibo and @Wang Sicong. Then Wang Sicong gave Wanda free popcorn for life, which caused a crazy spread and discussion effect at the time.

07 Lian Coffee

If you are a coffee lover, you must have heard of Lian Coffee. If you pay attention to marketing, you must have heard of Lian Coffee. The social communication fission triggered by Lian Coffee is more suitable for merchants who have already developed mini programs to refer to and learn from. Therefore, we give Lian Coffee’s fission marketing method 3 stars.

Lian Coffee’s pocket coffee shop cleverly divides users’ identities into both “sellers” and “buyers”. Once users are given the new identity of "cafe owner", they have the "right to actively operate the business". At the same time, traffic entrances will be dispersed among users. When the store owner has a new level of identity recognition, coupled with the unique promotional prices in the cafe, it will stimulate active sales behavior. The fission influence generated in this way will be more effective and grow exponentially.

If your store allows users to open their own stores online and earn their own profits, and let them play by your rules, this is a very good way to attract users, but it requires very professional operators to operate.

New retail species such as Lian Coffee, which provides social capital to users while cleverly integrating its own products and services into them, are emerging in various vertical segments of the social economy.

08 Luckin Coffee

In addition to Lian Coffee, Luckin Coffee is more well-known in terms of fission. You may know it through the circle of friends that is full of messages, the elevator advertisements in the office building, articles on the official WeChat account, or there is an offline store of the company downstairs from your company...

Since Luckin Coffee is capital-driven, it relies on subsidies to acquire users and seize the market. This method cannot be imitated by ordinary companies. Therefore, we give Luckin Coffee's fission method 2 stars here.

Luckin Coffee’s fission method is also very sophisticated. When we register with Luckin, we will get a free cup of coffee, and we can get another free cup of coffee by inviting friends. In this way, users share and fission continuously.

In fact, many stores are using this method. For example, “Buy two pounds and get one pound free”, recommend your friends to buy and they will each get one pound free. To carry out this type of activity, you must use existing traffic to deliver benefits and surprises, you must be able to attract new customers, clearly state the benefits of the action, and reward the former after completion, while the latter also enjoy these two benefits.

09 Vantage

The biggest dark horse in the marketing industry in 2018 was Vatti, which took advantage of the World Cup to launch a marketing campaign with the slogan "If France wins the championship, Vatti will refund the full amount." Unexpectedly, the French team actually won the championship, which sparked a wave of public opinion online.

User engagement and discussion last for a very long time, but it is difficult for most businesses to learn from it. Therefore, we give 2 stars to Vatti’s fission marketing method.

In fact, Vatti did not suffer any loss. By taking advantage of popular events, Vatti has done a good job of “shifting” costs. This can be seen from the stock price of Vatti. More importantly, many people didn’t know what Vatti was before, but after this event, they all knew about Vatti. Such brand effect cannot be achieved by spending tens of millions.

In fact, similar activities, especially through the method of "guessing" and making good cost transfer, have long been very popular abroad.

In the winter of 2010, a jewelry store in the United States launched a promotion: if a small town had more than 3 inches of snow on Christmas, customers who purchased jewelry during those two weeks could get a full refund with their invoices. That Christmas, the town received a rare 6 inches of snow, and the total refunds for the entire store exceeded $400,000.

The store owner did not lose money. In fact, she had already bought "weather insurance". If there was heavy snow in the town, she could claim compensation from the insurance company, which was equivalent to free promotion for the store.

The reason why I give 2 stars to Vatti’s marketing method is that ordinary merchants do not have the ability to pass on costs. But this kind of basic way of thinking is very worth learning.

10. Pinduoduo

In the past two years, the most discussed topics in the marketing industry are Pinduoduo and Qutoutiao, which are typical companies that have grown rapidly through fission. The strength of Pinduoduo lies in the fact that it conducts e-commerce through gamification, which makes people want to share at every step.

Pinduoduo’s genes are gaming, and it is difficult for ordinary merchants to have such cells. Even if there is, it is difficult to achieve it through technology. Therefore, we give Pinduoduo's marketing method a score of 1 here.

Giving Pinduoduo a score of 1 is not because Pinduoduo’s fission marketing method is bad, but because it is too good, so it must be given a score. Because it is so good that it has become Tencent's godson, it is okay to post Pinduoduo's link on WeChat. But if you imitate Pinduoduo's style and post too many times, you may be locked up in Tencent's small black room. It is really difficult to learn from it.

What merchants can learn more from Pinduoduo is the thinking of social e-commerce, and let users participate in sharing through gamification. Among them, group buying is the most direct and convenient way.

Maybe in your mind, there is a better way to rank. However, the Fission Growth Study Group pursues principles that can be applied to most industries and most people, and provides a subjective ranking, which we hope will be helpful to you.

All fission marketing and marketing methods cannot be copied, only the underlying logic of fission can be copied!

Source: Fission Growth Officer