Welcome to the Lifelong Learning Community
Live Guest | Hu Guangcheng Founder of Offline Technology, the public number “Old Hu Site” manager
Documentation | Li Wenli
The following is only an excerpt from the 20% content of this live broadcast. The content of the ten-year ecological evolution of Amoy is reduced.
The third golden age of Taobao’s
The third golden age of Taobao is mainly because the beginning of the big seal in WeChat in July 2017, it is still in the golden age of the third opportunity.
The sharing of the Amoy APP is actually very easy to understand. It is the platform that develops a shopping guide APP, which is shared with all the hobbyists (promoters) and uses the unified brand of the platform. Amoy customers sign up as a platform partner, then import their community users into the app, the user’s subsequent purchases are done through the shared app, and you can also share the products in the app to WeChat. Groups and friends, friends can earn commission income after purchase. A common feature of this type of APP is that it requires an invitation code to register successfully. The invitation code is used to bind the invitation relationship of all people. This invitation relationship is also a future benefit distribution relationship.
In essence, there is no difference between this kind of shared APP and the rebate shopping guide APP mentioned above. Our previous practice was to make a rebate shopping guide APP, and the platform itself took the product technology, operation,For customer service and marketing, almost all of the work requires the platform to do it yourself. The highest cost is the market launch. Now the mobile mutual benefit dividend has disappeared. The cost of obtaining an APP is extremely high. If you calculate the subsequent conversion rate and retain the repurchase, it is very difficult to make money.
But the sharing app has done a traffic innovation. The platform is responsible for developing the APP and responsible for the content operation. The traffic acquisition part is handed over to the external partners, and the benefits are also distributed to the external partners. All users are both consumers and Entrepreneurs, use their own money to save money and share. To put it bluntly, the platform party has changed the delivery fee that should have been paid to the major media before, and now it has been assigned to all platforms to promote users.
All users are part-time staff members of the platform. Through the setting of interest mechanism, they can go to the whole network to pull people on their own platform, and work harder to do the user community than the platform staff. Maintenance, management and training. In this mode, some users who have used micro-business and direct sales have grown up very quickly. In a short period of time, they can make their own teams tens of thousands, hundreds of thousands or even millions of dollars. Their monthly income is also able to It reaches tens of thousands, hundreds of thousands, or even millions. These social shopping guide platforms can also quickly grow to millions of daily activities in a short period of time. At present, we see flower birthdays, honey sources, pink elephant life, good provinces, beautiful shopping, etc., including my entrepreneurial work. The rabbit preference (now merged with the good province) is such a social shopping guide platform.
I started the rabbit optimization project at the end of 2017. I initially introduced 30 treasures in my circle of friends to teach them to make money. I opened 2 online training sessions, and they brought me 2 months. For seed users of thousands of people, the monthly commission income easily broke 200,000. The follow-up also relied on these people to continue the fission promotion, and finally got nearly 500,000 agent promotion users, the annual commission income exceeded 50 million, and the transaction amount brought to Taobao exceeded 800 million. This is what we used to do to buy users. Things to think about.
In general, social Taobao has made significant innovations in the following mechanisms:
1. Breaking down the flat operation between platform and user relationships in the past, using hierarchical and hierarchical operations.
After all users join, each platform will set a userThe growth system generally has the user level of primary, intermediate and advanced. Each level of users corresponds to different proportions of commissions, level of rake rewards, etc., so that users have a feeling of upgrading, and all management The top-down community management is the main, the platform side links the operation head team leader, then the heads are going to link and run their own core team leader, and then these core team leaders go to link their core users, layer The layer is progressively operated.
2, use the loss aversion to design user incentives
Ordinary users invite a friend to use. If your growth rate is lower than your friends’ growth, then you will not enjoy or enjoy the related rewards, so you must have your own Subordinate friends can get more incentives at the same level or higher, but to upgrade, you must invite more friends, train them more, let them quickly develop the team and make the promotion proceeds. The design of this reward mechanism is that everyone has a sense of crisis, and they must find a way to rise to the highest level to have a sense of security, so the design of this flywheel at the user system level is also critical. The design is good, the rolling of the whole snowball is getting bigger and bigger, and the design of this piece is really very particular. If a piece is not designed, the whole flywheel cannot be rotated (the specific inconvenient to disclose too much, I want to understand Can communicate privately).
3, through the membership fee or the design of the spree, introduce the micro-business direct group to join
The initial design starting point of these social Amoy APPs is mainly used as a tool for the Amoy customers. The platform mainly relies on selling software usage fees to make money. Some platforms in the future are becoming more and more innovative, and the membership fee and package mode are designed. For example, if you pull an agent to share money with this tool, he must pay a membership fee of 299 or 399. This fee can be distributed to the upstream inviter. So that everyone can enjoy the stimulation of this fast earning membership fee.
Because the micro-business direct sales Nabo people are making quick money to make habits, let them rely on the commission to make slow money. In fact, the stimulus is not in place, but the membership fee is combined. We like it very much. It is a real temptation for users to pay for a member and get a higher percentage of commissions and user ratings. In addition to spending money to buy a member, he always wants to earn back as soon as possible. At this time, he will continue to invite people to buy members. At the same time, Taobao shopping is the foundation of the entire national. This model satisfies the micro-business and can make short-term profits. The idea of money, and can enjoy the benefits of long-term earning commission channelProfit, so under the stimulation of this model, they will usher in explosive growth once they decide to join the entire team. Of course, most of the APPs have undergone compliance improvements, and there is rarely a model of membership fees. However, in the early days of barbarism, this membership fee model has played a very important role in the introduction of the micro-business direct sales team and the growth of platform users. The key role.
Maybe someone asks what is the difference between doing this kind of social taobu and directly doing Ali mom Amoy? The biggest difference is that you are an Ali mom, and Ali does not support multi-level distribution and system. You must have your own daily promotion to make a profit. The biggest function of social Amoy is that he provides a team management and accounting system for all promoters. It can bind multi-level interest reward relationships. When your team members are enough, you don’t share goods every day. Relying on the team’s self-purchasing and sharing rewards can easily get into thousands and tens of thousands of dollars. This is the biggest temptation, that is, all platforms are promoting the logic of lying.
4, lower the threshold for the promotion of the Amoy promotion to 0
The first golden age to do business in Taobao is actually something that elites can do, because you need to form a team, finance, and also need to understand products, understand technology, understand management, understand operations, and need to understand the scale and low cost. Get traffic.
The second year of gold has indeed lowered the threshold of employment to a large extent relative to the first one, but the Hawker practitioner also needs to understand the use of group control tools and the acquisition of scale traffic. For ordinary people, There are certain thresholds.
But at the end of the third gold, as long as you will send friends, invite people, and the community operations can participate in this socialized Amoy distribution, participate in the national entrepreneurship < /span>. So in the past year, we have seen the number of employees in the Amoy increase from the previous 1 million to 4 million, and then to the latest data of 10 million (the official data from the Taobao Alliance in the 2019 double eleven start-up meeting), a large number Housewives and full-time moms have found their affiliation through social hobbyists, so that they can balance family and make money. This is also an important reason why I think social hackers broke out.
In the end, many people may have questions. What is the ultimate goal of social taobu? Why did Taobao not support the rebate model before, but now it supports the rebate model of social Taobao? The reason is very simple. In the past, Taobao was a big one. Now Taobao faces a lot of threats. On the one hand, it needs to fight more and more to expand the sinking market. On the other hand, it needs to go to WeChat to get traffic, so based on the society.The Taobao agent’s model for Taobao is equivalent to raising tens of millions of human meat linkers, which continuously brings the required grassland traffic from Taoxin to Taobao. We all know that Ali and Tencent are two big digital economies, Ali needs traffic, Tencent has traffic, then the value of the human meat connector inside is very huge, and friends who have studied Lenin’s product thinking 30 should We all know the principles of points, lines, faces, and bodies. When we are fighting, we have a bonus when we do the inside.
We are now in the golden age of Amoy in the third period, we can see that the number of employees in the Amoy business has skyrocketed from 100 to 400 to 10 million, and the flow and benefit distribution mechanism has once again been innovated: Rebate shopping guide mode + direct sales agency system = social Taobao.
In the past, the traditional rebate Taobao will be a platform to cover products, technology, operations, customer service and the market, in which the cost of market launch is too high, and with the subsequent conversion, retaining the repurchase factor, in fact, rebate shopping guide class It is difficult for APP to make money.
The social rebate Amoy has tied everyone to the ship by building a community of interests, and the platform is only responsible for developing APP and content operations, and handing over the market traffic to the external partners.
Let’s take a look at the five major innovations of social taobu, which are accelerating the explosive growth of social hackers:
1. Hierarchical and hierarchical operation mechanism—decentralized community operation management
2, loss aversion design user incentives – must upgrade to enjoy team commissions
3. Member/Gift Package Introduces Micro-Direction – Membership Fee Stimulus + Long-Term Pipeline Revenue
4, the threshold for the promotion of the hacker promotion is reduced to 0—the establishment of a huge human connector
5. Provide team management and accounting system for Amoy customers
Social e-commerce is also a very hot model this year, But social taobao has the advantage of Taobao endorsement + rigid consumption + provincial earning logic + light mode operation, which is unmatched by social e-commerce. First of all, Taobao is an e-commerce platform with an 80% market share in China. It is a household name in China. All users in Taobao shopping are the rigid needs of the bottom layer. Everyone always buys some items every month. Through the social Taobao APP, you can find coupons for these products and get the shopping commission. Secondly, even if you don’t shop every day, but Taobao merchants Everyday activities, you can find these products through the social Taobao APP search, and then share to the circle of friends and WeChat group, your friends will get a commission when you buy, which is equivalent to your own shopping to get a commission. In the end, whether it is the platform side or the user side, everyone does not need to deal with the goods, after-sales, and back to Taobao.Tree, this is all Taobao and merchants to deal with, the whole model is very light, it is relatively easy to do.
How to play other hackers
Next, let’s talk about other Taobao gameplay, first talk about SEM, SEO Taobao gameplay:
These two are almost history because of the advent of the PC Internet era and the advent of the mobile Internet era.
Talk about new media gamesHow to play Weibo Amoy.
In addition, the new media gameplay also includes the public number of Amoy, the short-talking video, and we talk about it separately:
The public number of the Amoy is generally done through grass articles + fixed channel entry, the grass article is recommended by Taobao related products, and then put on the converted The Taobao Alliance scoured the password, and then the user copied the password to Taobao to purchase, the public number author can get the promotion commission income. Of course, this is best to build your own community, and the realization will be more promising. As long as the fans are stable, the income will be very stable. However, there will be certain risks in the business of WeChat Ecology. We must pay attention to it.Amoy + Jingdong + fight a lot to do.
Shaking short video is a very popular self-media platform, where Amoy customers can be summarized as these three types:
1, the size of the original content is realized through the Amoy;
2, novices enter the batch layout of the grass number;
3, the resource side involved in the establishment of a short video Amoy Alliance;
These are the three most popular form of trespassers in the moment.
To do a good job, you can use 3+2:
The so-called 3 is: short video + live + vibrato group, vibrato group can seamlessly jump to Taobao, experience process, fan maintenance value is very high.
The so-called 2 is: WeChat personal number + WeChat group
Attracting users through short video content, starting to plant small yellow cars, doing fan operations and welfare sales through live broadcasts, and conducting regular product pushes through vibrato groups;
Use some methods to import the user from the vibrato into the personal micro-signal, and carry out the regular push through the personal micro-signal + WeChat group. The push of this product can be the same as in the vibrato group, so that the output will be realized. Maximize, the specific operation is different, and find the way that suits you.
There are also challenges under the interest. The traditional Amoy transformation short video mainly faces three difficulties: the transition from graphic content to video content, preferential shopping guide to content shopping guide, more professional, professional and institutionalized practitioners. The three major problems make traditional Amoy customers have to pay huge trial and error costs in the process of transforming short video Amoy, and the return period is long and the effect is slow.
Three tips for friends who want to shorten the video to Amoy:
1. Find people with content capabilities to cooperate;
2, join or build a short video tape alliance;
3, account characteristics should be obvious, the label should be prominent, such as the number of people facing this number and their purchasing power is a range.
In addition, Taobao has also released a new feature, which is Red Man Shop, which is also recently released. It is actually the previous Taobao. Light shop, the function of this shop is that the red man can open a small shop in the Amoy. All the goods in the store can be the items with the promotion commission that you choose. One store can set multiple categories and SKUs. The advantage of this is that when you are diverting to Taobao outside, you can first guide to your red shop, so that users don’t buy the item you recommend, they will also buy other goods, so you can get the same.The commission income is to improve the conversion rate of users after entering Taobao. If it is some vibrato red V, Weibo red V, I think I can apply for this store. The current jump of the vibrato is to support direct jump. Go to the Red Man Shop.
In addition to the SEM/SEO gameplay in the PC era and the new media gameplay in the mobile Internet era, there is also the WeChat rebate robot gameplay. The robot gameplay can be realized through the personal micro-signal + proxy mode, and the operation is simple, the income is stable, and the risk is controllable. It is one of the mainstream methods.
氪友问答
@小君君: What is the difference between Amoy’s gameplay and other apps in the life of the elephant, why is it sometimes that the amount of the coupon is hidden, and there is a promotion of the music How to choose a category?
Old Hu: The life of the powder is a social hobby app. Users can save money by themselves. They can make money through sharing. This is the biggest difference with other apps. Some apps can only repay, only accept vouchers, and do not support sharing. , does not support the agent level, the powder life is also a social Taoke, the above is supported, why sometimes the hidden coupons are relatively large, because Taobao merchants are speeding up the loss promotion, and then bring traffic to Taobao Go to the deal.
At this time, it is not able to display large coupons in Taobao, because once a large coupon is displayed, everyone will use it, so it will send these large coupons to us. Or send it to some special channels, which will cause price discrimination in retail. To put it bluntly, to make the bottom-level sales through the losses of the external channels, do some evaluation, and then, Taobao store will sell at a high price to make money. Users may look at the store’s merchandise for selling thousands of pieces, but this thousand pieces may be achieved through discounted Taobao customers outside the station.
@米粥Q: Is powder life not a pyramid scheme? What is the difference between this and MLM?
Old Hu: Powder life can’t be called MLM. It can be said to be multi-level distribution, because this is no charge, and MLM is not providing any services. I only charge you the head fee, and this is provided. The real service is just borrowing the direct commissioning mechanism of the direct selling system. The sub-commission mechanism is no longer a two-layer relationship like the previous one. It can be multi-layered. There are friends who buy things. She can Divided inside, in fact, we are divided into 6 copies of the commission of 1 dollar, you can get a copy, your superior can get a copy, your upper superior can also get a copy, and your score The team leader of the commission team, he can also get a copy. This is actually a reference to the micro-commercial commissioning mechanism.
@L: Laohu, will there be a distribution alliance in the back?
Old Hu: The short-term band cargo alliance, I may not do it for the time being, because I don’t have this time and energy for the time being, but I have a lot of friends who have already started doing it. If you need it later, I can Recommend it to everyone.
@杜: Is there a good way to use the social platform to get low-cost customers in the offline education industry?
Old Hu: I think the education industry is also okay. For example, I have seen a person who sells classes, they use this distribution mechanism. I bought a course to get what I can get, then I forwarded it out, others saw how much I can get, how much my superiors can get, in fact, there are still many cases in which the sales class is applied to the social Taobao operation logic, but If you are educated, this may be a bit difficult, because our logic is more suitable for some high-frequency, just-needed businesses. Of course, I think that selling in the education industry is a good point, such as Goose Pass, which is also a distribution model. Some people in the market say that they are two-level and three-level, but in this mode, this is a multi-level, even unlimited, distribution. This product is generally not shown, most of them are told in the WeChat group.
@铎: How to do Tao Lijin?
Old Hu: For the simplest example, for example, the commission for one of our products is ten dollars, and then we can pack a five-dollar red gift, the commission generated after the user receives the red envelope and buys the product. It’s ten, you gave the user five yuan, so you can make a profit of five dollars. This is a new game on Taobao Tmall.
@林小凉: Teacher, there is currently a vibrato account, but what if there is no source?
Old Hu: This is a good solution. There are a lot of merchants on the market, and they will provide the goods to you. At the same time, if you really don’t know what to do, then go to the Taobao Alliance to see, there are many goods in the Taobao Alliance, and some other websites also provide a lot of goods, such as Big Amoy, but this premise is to ask you The traffic is sufficient, otherwise your traffic is very low, and there is nothing active, give you the goods, then you can not sell.