SaaS, software and services have gradually begun to take over our professional life in this era. The 2020 epidemic has pushed the development of SaaS in China. Online education led by Nail, remote office led by UFIDA, and telemedicine have all witnessed a wave of user growth. People are looking forward to it.
However, not only that, the concept of SaaS is actually closely related to our non-workplace daily life.
The subscription model that has existed for a long time has now become a marketing method that users are accustomed to and commonplace. Even on a certain level, it has rid of the reputation of "marketing" and gradually became a service-oriented existence in users' minds.
Whether it is a milk subscription that once put a cup of warm milk in the milk carton in the streets and alleys, or a monthly member of iQiyi after entering the information age, it is an embodiment of the subscription model. And this subscription model, its core is actually the same as SaaS: one-time customer acquisition, long-term service. Therefore, for the time being, we propose a concept: Mass SaaS (SaaS at the public level) to describe the subscription service of the consumer port. Next, we will focus on exploring and understanding this "Mass SaaS".
(1): Consumer business model
Most consumer business models can be split into the following:
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Free system. In fact, this is the current model adopted by most websites. Using a free method means that the website does not charge consumers directly, but obtains profits by providing advertising promotion services for businesses. Among them, consumers only need to pay their time and attention, which is also a characteristic of the attention economy in the current era. There are many such examples, such as Zhihu, Baidu and other information sites, search engines.
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Pay to buy. This is the most intuitive [pay --- get] model. After a single payment, consumers get the permanent right to use the product. This is more common in software, games and other "single" creation products. Examples are also common, such as games and some commercial software.
- Multiple transaction type. The difference between the multi-transaction type and the payment is that the multi-transaction type purchase can only obtain a single use right of the goods or services, and the re-payment is still required the next time it is used. It is more common in service types, such as beating a taxi.
But why not jump out of directional thinking and look at the problem?
We do not need to be firmly restricted by these options. In fact, Mass SaaS is a business model that arises from but differs from these three models.
In this era of diverse products, consumers' selection costs are greatly increased. Choosing a product means giving up the possibility of other products. This selection cost is very painful for consumers. Therefore, at the consumer level, they are not very willing to carefully choose and judge every consumption behavior. Similarly, at the enterprise level, they also want to be able to trust consumers and fix them into trusted customers. This approach is good for both parties, not only reduces the pressure of consumers to choose, reduces the risk of purchasing inferior products, but also allows companies to have a stable judgment on their performance.
In China, the successful development of this model includes, for example, iQiyi ’s monthly membership. Through monthly payment, consumers can enjoy audiovisual services and save the cost of selecting video sites; iQiyi also The number of subscribers can judge the performance of the next quarter. The successful development of the SaaS enterprise section is to use Youyou market.yonyoucloud.com, which is also a subscription model, which saves the time and cost of other brand owners to select business software such as enterprise system accounting software and continuously provides quality services.
(2): How to use the concept of Mass SaaS?
"So it sounds like Mass SaaS is a subscription? Is it to launch a monthly card every month?"
"-Sounds simple."
Someone must think so.
In fact, this is not the case. The implementation of Mass SaaS also requires some conditions. The simple summary is: consumers need to build trust in the brand, and they expect that they will consume the product regularly and they are willing to accept this service. Some bundling modes. Because the specific conditions are too complicated, the following dismantling is performed.
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Planned decisions. For consumers, they will weigh the pros and cons to get the maximum benefit. For example, after purchasing a service, the frequency they use is not enough. For example, on kindle, you can enjoy most of the free reading of e-books by purchasing unlimited reading for Amazon members, while the purchase of a single book requires less funds than Amazon members. Therefore, if consumers expect that they will read more frequently in the future, they will choose to use the Mass SaaS service, otherwise they are more likely to choose the single purchase model.
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Consumption frequency. Consumption frequency is an aspect relative to planned decisions, and is a factor that companies need to consider. Predicting the frequency of consumption is an important capability, and companies largely rely on this prediction to make their own decisions. Pricing services based on consumption frequency is an important strategy. In fact, here, enterprises can also take advantage of the computing capabilities of some cloud platforms, such as Alibaba Cloud and UFIDA, to help them make decisions. The combination of SaaS on the enterprise side and SaaS on the consumer side is bound to play the magical effect of 1 + 1 greater than 2.
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Cluster sales. Clustering other bundled products from a single product can expand the definition of the product itself, thereby attracting consumer retention. The simplest and most direct such as UFIDA Mall, App Store, and app topic planning in appstore, etc.
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Tiered pricing. It is also a very wise decision to adopt the sales grading system in Mass SaaS. This more common is the traffic package mode of the communication service. For example, the monthly package within 10G is 30 yuan, and the package will be automatically upgraded to 20G after exceeding 10G. This model is still rare in China's B2C, but it will gradually become the mainstream.
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Fixed price. The price of the package is preferably fixed. Frequently changing prices will break consumer expectations of spending and even have a negative impression of the corporate brand. Therefore, in the Mass SaaS service, the pricing must be modified carefully.
The above, in fact, want to explain one point: Not all products are suitable for Mass SAAS. Before formulating a subscription policy, consider whether your service is suitable. For example, if the Douyin short video website opens a SaaS service and sells its own audio and video services at a price of 10 yuan per month, its use will be a huge blow-short video is a platform for sharing and communication Most of the content is user-generated content, and the user's content is charged for mowing. But on the contrary, like the breakfast card and food delivery card introduced by KFC, it is very valuable.
I believe the future of Mass SaaS, and I believe that SaaS services will become the mainstream of the times. Enterprises should be aware of trends, enter the market in time, formulate their own product strategies, and develop their own business ecosystem as soon as possible.