Traffic Nuggets, Omni-channel Growth
1. Traffic is the essence of business
- Performance formula: customer flow * conversion rate * customer unit price * repurchase rate
- Traditional companies need to learn the traffic thinking of Internet companies. If you look at people, you can sell anything. If you don’t see people, you can’t sell anything.
- Traffic bonus:
- Content e-commerce bonus: Li Ziqi
- Live e-commerce bonus: Li Jiaqi
- Social e-commerce bonus: Pinduoduo
- Short Video Traffic Bonus: Fan Deng Reading
2. The three stages of enterprise competition and the design of traffic loopholes
How to recognize yourself in high dimensions?
- See today with tomorrow's eyes
- See the present with the eyes of the future
- Look at the industry with the eyes of the industry
- Look at the product with the eyes of capital
3. Four directions of SME traffic
- Four directions of traditional traffic:
- lot flow
- paid traffic
- content flow
- social traffic
- The way to play the future traffic must be the way to play the global traffic
- Online + offline: online is Skynet, which spreads quickly, and the advantage of offline is that it brings better shopping experience and conversion
- public domain + private domain
- content + social
- traffic + retention
4. Win in omnichannel
The difference between sales and marketing:
Sales: let people who know you buy
Marketing: let more people know you, 90% of marketing is thinking about an event called communication
Whereas livestreaming combines marketing and sales into one
Skynet: Emphasis on dissemination
Earthnet: Emphasis on experience and transformation
Renwang: Emphasis on fission and sharing, user sharing is based on spiritual refreshment and material rewards
5. Must-See Internet Traffic Map
The difference between Internet celebrity and IP:
Internet celebrity: There are many people who like you, just like you, although there is traffic, it is not necessarily valuable.
IP: Many people follow you, which can bring value to users and help users solve confusion.
Before creating content, you need to be clear about who your users are, what user attributes and tags are, age, gender, occupation, why users buy your order, what value you can bring to users, and what problems can be solved for users Problems, what pain points and confusions can help users solve.
6. Skynet: How to Build IP with the Power of Short Videos
Play short videos and live broadcasts, and take advantage of the traffic express of the "Internet celebrity" economy.
How to create IP for short videos:
- Find benchmarks, read reviews, and check data
- Low cost, mass production
- There are topics, conflicts, conflicts
- Emotional value is greater than informational value
- Matrix operation, horse racing does not match horses
- Issue coupons online, consume offline, divert offline traffic, from skynet to groundnet
7. Ground network: a mode of detonating marketing and growth
The cost of the ground network is high and the assets are heavy. At present, small stores are opened in big cities, and large stores are opened in small cities (big stores in small cities will have great potential)
How to solve asset weight? Partner mode
Pagoda: Employee partnership mechanism
Headquarters: Headquarters earns money from brands, supply chains, and traffic
Stores: Stores earn money from selling goods
Company Valuation: Option * P/E Ratio
8. High conversion practical methods and typical cases
- Hema Fresh and Wal-Mart
used to be thinking of stores, but now they are thinking of buyers - TSUTAYA BOOKS
Create a space that sells lifestyles
The ground network focuses on: experience + data empowerment, 711 stores, thousands of stores and thousands of noodles, and data empowerment at the headquarters.
9. Human network fission, allowing traffic to achieve exponential growth
Users help you spread: low cost, strong sense of trust.
Share the coupon, your friends use it, and your talent will be activated.
Split the 50 yuan coupon
The purpose of my store is not to sell goods, but to find people who buy my goods.
Tiandirennet forms a traffic closed loop.
Content social design can be considered from two perspectives:
- Material rewards
Psychology: People like to be cheap
Methodology: Cultivate user habits and let users take the initiative to help you share - Refresh your mind
Psychology: Let the style improve
Methodology: Create and record the highlight moments of users
10. The nature of commerce: exchange, transaction
Find and find the pain points of users.
Find all the functions and find the scene, if there is no emotional value
Function: air conditioner -> fast cooling, quiet, only one kilowatt-hour of electricity per night, these are all functions;
scene: coffee -> Starbucks sells space, the third space for offices and homes; Nestle sells the scene of fast , convenient, instant coffee; Ruixiang sells it to business people and urban white-collar workers, and spreads it through Moments.
Emotional value, emotional value: ROSEONLY only loves one person in his life; Red Star Erguotou: drink up everything that is hard to say.
Media iteration:
paper media era -> TV era -> Focus era -> Baidu era (people looking for information) -> new media era (information looking for people)
11. Realization of traffic
Business model innovation is essentially transaction structure innovation
Product Vulnerabilities:
- entry product
- profitable product
- products that can be shared
- Products with room for imagination, more advanced products
The product is still the same product, the user is still the same user, what has changed is the middle transaction link.
New business charm leadership growth course
1 Tutorial
A soldier is raging, a general is a nest;
a thousand soldiers are easy to get, but a general is hard to find
The difference between KPI and OKR:
KPI: set goals and challenges from top to bottom
OKR: set goals and challenges from bottom to top, so that employees are more motivated and motivated
2. Course Background and Syllabus
3. How to quickly change roles from employees to leaders
Executive level grassroots management: counseling, training, authorization
High-level management: vision, mission, culture
Work philosophy: personal pursuit -> team performance
Time management: work alone -> work together as a team
Work skills: individual combat -> team combat
4.
In Journey to the West, Tang Seng is the manager. Tang Seng has a goal and goes to the West to learn scriptures.
Shoot your chest at the beginning of the year with confidence,
shoot your thighs in the middle of the year, and
shoot your butt at the end of the year, and leave
5.
The 28th theorem: 80% of the problems are caused by 20% of the reasons. To solve the main contradiction, the secondary contradictions are easily resolved, and we need to spend our energy on more critical issues.
The goal needs a process, the process needs to be disassembled, and the dismantling requires actions. Actions need to be specific to each event, and each event needs to be specific to each person in charge. Finally, this goal can be achieved.
responsibility / 2 = 0
The responsibility is in place, check and follow up;
the law of responsibility dilution: the more people there are, the more I feel that this matter has nothing to do with me.
Those who want to be rewarded are elated, and those who want to be punished are trembling with fear
The camp is made of iron, and the soldiers are flowing, but the culture is being passed on.
6. How to build a team for start-ups
One person can go fast, but a team can go for a long time, and one person can never be able to do a team.
The corporate character of an enterprise has an individual on the top and a stop on the bottom. If the person is removed, the enterprise will stop.
An organizational structure must meet three requirements:
the first must reflect and meet the company's strategic layout;
the second must complete the company's goal decomposition, how many people are needed in each department;
the third must reflect the work process, R&D department, UI , product, operation department;
It is only after the structure is set up that we know what kind of people to use, that is, we appoint people according to the position, and then use people to do things to bring out the advantages of this person.
7. How to recognize people with discerning eyes
A drop of water will not dry up until it is integrated into the sea, and only when a person is integrated into the team can he have continuous vitality.
Arrogance is prone to prejudice, and a team's decision-making will be more scientific.
There is no right or wrong in the values themselves, but there may be problems in integrating your values into an organization.
A team needs to teach and lead, the old, the middle and the young, the old have the experience of the old, and the young have the drive of the young.
The goal minus the status quo is the gap
8. How to ask questions in an interview
Star rule:
s: situation
t: task
a: action
r: result
9. The 16-character scriptures of copying talents
Two important indicators for evaluating leading cadres:
- Target achievement rate
- talent development
The company needs to conduct regular inventory of talents
staff training is important
10. How to efficiently train sales talents
Restore the behavior of a good employee
Sanxin Club => Appreciate yourself, others, and the team, have long talks, and give positive feedback.
11. Three principles for people: express respect, show empathy (empathy, understand others), convey goodwill
Cold-blooded animals: such as turtles and lizards, they only care about the safety of the environment and the safety of survival, and they have no feelings.
Mammals: Kittens and dogs have emotions.
Humans: Rationality and the Pursuit of Objective Truth
12. Three steps to deal with things: clarify the purpose, make suggestions, and reach a consensus
The purpose of communication is to reach a consensus
Don't forget the way you came here, don't forget the original intention at that time;
13. How to let the corporate culture land on every employee
How to establish the company's cultural organization system:
grassroots leaders: mentoring, coaching and training other employees
Middle leaders: establish company rules and regulations
Senior leaders: establish the company's mission (why do I do this), vision (where am I going to , vision is higher than goals, goals are quantifiable results), culture
Maslow's 金字塔hierarchy of needs:
self-realization needs,
esteem needs,
social needs,
safety needs,
and physiological needs
Altruism can ultimately be self-interested, and the result can only be achieved in the end
The boss is to let the team, employees, customers and investors see confidence, hope and future.
14. 4 inputs of culture introduction
- into the eyes
- into the brain
- into the heart
- Get into the habit
As long as the thinking is not slippery, there are always more ways than difficulties.
Finish today's affairs today, be happy every day,
prepare for tomorrow's affairs early, and have a well-thought-out plan
When assigning tasks, what is reasonable is exercise, what is unreasonable is tempering, and what is reasonable and unreasonable is cultivation.
15. Three stages of corporate culture: externalized in shape, internalized in heart, solidified in system
16. Cost = Time + Effort
17. How to allocate time
As a manager, how do you manage time at work? How do you decide between important non-urgent and urgent non-important?
For things that are important but not urgent and urgent but not important, managers should do important but not urgent things, because only by doing important things well, such as management systems and processes, will there be fewer urgent things, otherwise Urgent and unimportant things can never be finished, and such things should be left to subordinates to do.
18. Time management method
Ladder Method - Clarify Purpose, Prioritize, Plan, Act Now
19. Three streams of business
Bosses need to get more information to facilitate decision-making through meetings
Employees need to show their strengths through meetings
20. Why employees hate meetings
How to hold an effective meeting?
21. Six Steps to Effective Meetings
Standard line type, meeting must be discussed, discussion must be discussed, discussion must be done, action must be followed by results, and results must be reported (reward)
22. Purpose of different meeting types, and suitable companies
Morning meeting, evening meeting (review meeting), business start-up meeting
23. The thinking mode of leaders: overall situation, system, essence, trend
A very important job of a leader: making decisions
24. U-shaped decision-making four-step method
Tencent is the largest traffic portal because of WeChat.
Not only can you see the trend, but you also need to have strategy and determination.
We often overestimate what we can do in one year, but we also underestimate what we can do in 10 years.
5W2H
Understand it with reason, move it with emotion, and lure it with profit
25. Why are your employees lying flat and unmotivated?
OKRs and KPIs
26. How to get employees to respond positively
Create an atmosphere of competition in the company
horse racing
The competition between KFC and McDonald's, the competition between Pepsi and Coca-Cola, the competition between BMW and Mercedes-Benz