Regarding fission distribution, all I can think of is this.
Editor’s note: This article comes from the WeChat public account “Wild Operation Community” (ID: duugu9bubai) , author: wild mushroom Dugu.
We all know that fission is a relatively popular gameplay. It contains many types. Among them, the gameplay that lets everyone know more deeply, or that it is very easy to form a screen swipe in your circle of friends is called distribution. The popularity of distribution is mainly due to several explosion models in early 2018, such as Netease drama class and Xinshixiang marketing class, let us see the unique charm of this growth method.
Actually, there are many types of distribution, such as some of the drainage-type distributions we see, which is the most basic model. Of course, there are some distributions similar to the micro-business model. It will ask to recommend some next homes before you can get points. Commission, its entire profit calculation system is much more complicated than simple distribution.
In order to let everyone understand the underlying logic of distribution, we take the simplest distribution model to explain how to operate distribution for everyone? This article will elaborate from the following aspects.
01 Product positioning
For distribution, suitable products are mainly high-margin products, such as cosmetics, books, daily necessities, and some virtual products, such as members and courses.
The former’s low cost is mainly reflected in its raw materials and standardized technological processes, which have natural advantages for some specific commodities. For the latter, its cost is actually difficult to quantify, and it can even be said to be zero cost.
To give an example, if some products are stolen from external content platforms through piracy, then this is zero cost for those who want to distribute it, and it may only be achieved through technical means or simple manual operations. .
For some content producers, it may have a standardized production process, and then the person who produces the content may be a person who cultivates himself, or himself, so that its cost will be high. Because he needs to pay salary and pay a certain amount of energy. However, if he produces a large amount of relatively standardized content, he can arrange and combine it to form a relatively high-profit product to explore the distribution model.
From a domain perspective, knowledge products may be more suitable for simple distribution models. This type of product is divided into two categories, one is the product of audio, video and other presentation methods, such as the three explosive models we saw in early 2018: Netease drama class, new world marketing class and Sanlian Life Weekly membership. The other type of product is presented in physical ways such as manuals and maps, such as a skill map for operating research institutes.
Knowledge distribution products have several characteristics. The first is low prices.The main range is from 9 yuan to 49 yuan. The second is that there will be a value point. It may be a gimmick of a famous teacher, or it may be the density of knowledge. The purpose is to satisfy people’s pursuit of authority and greed for dense information. Under these two psychological effects, cooperate with interest stimulus to help distribution become a powerful promotion method in the field of education and knowledge payment.
02 Distribution tools
Let’s take a look at the basic distribution path. First, the user will see the interface for generating a distribution poster, and then share the poster. Your friend scans your exclusive poster to complete the payment, and the system will prompt you to get a part of the commission. This is the simplest process of distribution.
In addition, if your friends complete the payment, you may also receive a part of the commission, which is called second-level distribution, and if it exceeds three levels, it will be recognized as MLM, which is a red line that cannot be violated during design. . And if you invite other people to become distributors just like you, then you may also get a part of the commission. In short, the distribution of commission rules is the main performance that is different from other fission games.
To a certain extent, distribution is a kind of creativity, and to show the creativity, it is necessary to design tools. Currently, there are three types of tools for displaying distribution ideas:
1, b-end distribution tool
The b-end distribution tool is a more common type. It is provided by a third party to provide a complete technical solution, and then be modified according to the needs of b-end users, such as poster design, public account binding, product form, and group. Ways, etc., personalized design of the entire process. Simply put, it provides a standardized tool, and users only need to try to transform it according to their own operation plan.
Currently, suppliers of such tools include zero fission, distribution group fission, and mainstream fission tool providers such as small fission and media think.
Taking distribution group fission as an example, operators can sneak their product posters into the distribution group fission backstage, and configure a personal number QR code at the corresponding entrance, so that paid users can be added to guide into the group, and the public number and the Tool binding, after the user completes the payment, you can receive a cash reminder and withdraw in your public account, thereby stimulating continued forwarding.
It should be noted that your product uses the platform and the B-end distribution tool are two systems and will not open up user information. This is the main difference between the B-end distribution tool and other distribution tools. For example, the c-end distribution tool, inviting users to place orders on the platform, distributors can directly withdraw cash, and user information is completely deposited on the platform and the hands of merchants.
The so-called c-end distribution tool refers to the merchants who complete the listing and use of products on the platform. Any user who sees any product on the platform or the merchant’s home can directly become a sharer, and gains income by completing the sharing. Then, according to the type of goods, the c-end distribution tools can be divided into knowledge-pay distribution tools and e-commerce distribution tools.
2. KnowledgePaid distribution tools
Knowledge paid distribution tool, as the name implies, is to sell courses as products on the platform, and then set up a distribution function for each course, which can be shared by merchants or platform users to obtain revenue, such as NetEase Xijing Known to use paid distribution function.
How can users become distributors of knowledge-paying products? Two ways. The first is to generate posters directly at the corresponding entrance of the course to complete distribution. The second is to apply to become a promoter and complete the distribution of individual courses on the platform. The specific path is the same as the first, except that an application process is required, which is mainly provided by the store.
The three common knowledge-paying distribution platforms currently available are Qianchao, Litchi Microclass, and Xiaogetong.
They will call on merchants to open stores on their platforms, and upload some courses, and then each course will open the distribution function, so that merchant users or users on the platform can see their courses to complete sharing, and the official will launch promoters Recruitment function guides promoters into content distribution platforms to distribute courses of other merchants, helping knowledge-paying platforms and merchants achieve growth together.
3. E-commerce distribution tools
The e-commerce distribution tool and the knowledge-pay distribution tool are logically consistent at the bottom layer. The difference is that e-commerce products are mostly physical products, and users obtain revenue by sharing these products.
At present, mainstream e-commerce distribution tools are awesome. It also needs to open a store. The products on the shelves can be physical or virtual courses, but the latter needs to be used on other platforms after purchase, so the e-commerce attribute is more powerful. . It also has a promoter function, which is no different from the paid-for-knowledge distribution tool.
The case of using Zambia to achieve explosive achievements in the author ’s impression is the “Operation Skills Map” released by the Operations Research Institute, which sold tens of thousands of copies in a few days, or when the distribution entrance was hidden deep. Later, many map products followed suit, and they all used praise, indicating that since then, praise has become one of the mainstream distribution tools.
03 Flow mechanism
I once shared one experience on many platforms, that is, for fission, it only needs to focus on three aspects, namely, product, gameplay and channel. Distribution as a form of fission also meets these three points. In the first two sections of this article, we talked about products and gameplay, and finally talked about the channel level, which I call the flow mechanism, which mainly includes 5 aspects.
1. Commission ratio
Distribution is based on profit incentives, so the design of the commission ratio is very important. If the commission ratio is set properly, it can bring a lot of communication power. The author has observed many distribution cases and found that the mainstream commission rate is mostly 30% -50%, and the higher the unit price, the lower the commission rate.
Some people may think that this is the result of accurate calculation. In fact, I think it is the result of practice, and it has been verified by many people that the effect is good., So it became an industry consensus.
In addition, invite 2 ~ 3 people to get back the money without even paying. Invite 1 ~ 2 people directly to get a good income. Although it is not a particularly great wealth, it will satisfy a person who takes up a small amount of money. Psychologically, such a motivation is enough for the distribution to have a great spread.
2. Drainage system
Distribution can build a drainage system, mainly referring to the product system. For example, setting a product of 1 yuan and returning 90% to the user is equivalent to free registration. After the user shares it, other people will find that a dollar is not a very high threshold, and they will pay and share again, which will form a very Large flow, and then import this part of the flow to the products to be distributed, through the multi-layer distribution system, thereby bringing greater flow.
The Fission Growth Laboratory has long promoted drainage products with a nine-component sales ratio of one yuan in the community for a long time. The purpose is to reach more people and bring more potential and accurate users to members to distribute products.
3. Stepped price increase
For any product, price adjustment can significantly affect sales, and distribution is no exception. Reasonable price adjustments can greatly improve the effectiveness of distribution.
There is a more classic game called ladder price increase, the principle behind it is very simple, called the loss avoidance effect. A typical case is the new-generation marketing class, which requires an increase of 5 yuan for every 10,000 people paid, which can easily cause anxiety. Because for buyers, they will miss the opportunity to buy courses at low prices, so they place an order, and for sharers, they can get a higher commission, so they share harder. Therefore, the marketing routine is deep.
4. Team competition
For distribution, in addition to making some changes in price, it will also provide assistance in operations. It is typical to recruit a group of users who are willing to experience products in advance and are happy to distribute before officially launching distribution. The main force of early distribution is the main channel that contributes a large number of paying users.
After recruiting them, they will conduct a simple training to tell them how to participate in the distribution. In addition, they will be required to freely form teams or recruit teams to hold team distribution competitions, and provide additional rewards based on the team distribution ranking. , Very tempting.
The enthusiasm of these people can be fully mobilized through the team distribution game mechanism. Many distribution cases can quickly refresh the screen, and this way is indispensable.
5. Community building momentum
The fission can be spread, and actually enjoys great convenience in the channel. One type of channel is the high-potential users recruited in advance, and the other type is the original traffic channel, such as public account and community.
Among them, an active community can play a very important role in communication.
When we publish distribution activities in some of the traffic communities prepared in advance, it will quickly form a momentum to swipe the screen within the group,Everyone will brush against each other in the group, thereby attracting many people to follow the trend, and more people will enter the group later, and these people will spread again. In short, as the group expands, the spread base will continue to expand.
So, no matter what kind of distribution, as long as there are a large number of communities to build momentum, the speed of proliferation will be beyond imagination.
04 Summary
Distribution, as a form of fission, basically meets the three elements of product, channel and gameplay.
In terms of product positioning, it is suitable for high-margin products, and standardized production of knowledge products is also suitable.
In terms of distribution tools, there are mainly two types, b-end distribution tools and c-end distribution tools. The latter are also divided into two types, namely knowledge-pay distribution tools and e-commerce distribution tools.
In terms of the flow mechanism, the distribution effect is mainly affected by five aspects, namely the commission ratio, the drainage system, the ladder price increase, the team competition and the community momentum.
above.