In 2017, in the e-commerce and new retail industry, the rapid rise of a number of black horses, such as a lot of spelling, little red book, luckin coffee, coffee and so on, compared with the development and innovation of the education and training industry is so small and slow, why is this?
One investor said that.
First, the essence of educational content has not changed too much. What we can see is that the content of the college entrance examination twenty years ago and the content of the present college entrance examination have not changed so much in the same subject, but the business and the new retail industry are refreshed in the first time, from convenience stores, e-commerce, new retail and so on.
Second, the education industry has a lower frequency of experience, longer experience time, and more emphasis on service and social interaction.
Third, the technical personnel in the education and training industry are relatively scarce.
For these reasons, what we can see is that e-commerce and new retail have gone through the line from line to line, and then from line to line, and online education has just started to go offline. E-commerce and new retail are obviously on the front line of education online, but also consumers feel a new experience.
Now, what kind of inspiration and lessons can it bring to the development of the education industry and the experience of online access and experience?
A lot of spells, I think you have not been disturbed in recent years. It is said that the number of users is over 300 million now, and GMV is over 100 billion.
What is the business model and marketing logic that can be used for reference by the business model and marketing logic in the era of such “expensive” online traffic?
I will use the user growth model – the AARRR model to make a simple combing of the Growth Logic of the spelling, the AARRR growth model, and in simple terms, “pull new – Live – stay – income – viral transmission”.
At present, the main channel of new multi Dora is WeChat ecology, the main way is to bargain and small program red envelopes.
1 cut down
The collage can only be said about the people’s psychological understanding, the beginning of the target user is mainly three or four line city users, such users are usually very sensitive to the price. You want a low price, but I won’t give you a low price. You have to help me with some new users when you get a low price; you get a price discount, and I get a new user. We are a win-win situation.
Here are a few tips on how to cut prices and pull new ones.
1. Cut down the price at a time limit and increase the sense of urgency
The price limit is 24 hours. If the price is not cut to 0 yuan in the limited time, the price is not successful, so that the user can form a sense of urgency, and in the case of urgency, there will be a lot of crazy groups.
2. The price is recorded.
When the price is cut down, we can see the name and head portrait of the WeChat, and the price is generally in the WeChat ecology. Many people know it. The name of the person can be said to be “moral kidnapping”. In order to maintain the relationship, it can also help to cut down the price, though not very willing.
As you can see, the amount of the price is gradually decreasing, and the amount of money cut off at the beginning is very large, which gives the user a wrong signal to cut down the price at once, and the more difficult it is, the more difficult it is in the back; but the user can’t give up the price that has been cut off.
4, the copywriter leads, the user enters the pit himself
Each time the price will be cut off, the following “you can get free” such as the copywriting, will let the user because of curiosity and free stimulus to look at;
The other is that in the process of cutting down the price, there will be a “go to APP to cut down the price, a knife can be cut more than 10 yuan”. In order to cut down the price success, the successful attraction of users to download APP, there is little marketing cost in the middle.
Summary, the teaching organization can do this
The above is the logic that collages a lot of price to pull the new, in fact, there is a bit of the concept of micro distribution in which the frequency of distribution in educational institutions is still relatively high.
It can be tried by the educational institutions that provide these distribution ideas. For example, it is possible to use the above methods, such as helping to cut down the price, the preferential treatment, the introduction of preferential treatment, the Lao Sheng La new and so on. According to the people’s gathering property, there will be many potential users around the user, and the way of passing through the circle of friends and the community can be used to absorb. Lead these potential users.