Go back to 1990 to start a business

Chapter 1300 Blind Box Mode

Mayfair just lost her composure for a moment, smoothed her hair, and asked softly: "You just said that Lily's thoughts are your thoughts?"

Xia Chuan nodded: "That's right. Blind box marketing means that users don't know what's inside before opening the box.

You can think of this as disguised gambling, which takes advantage of people's curiosity and gambler's psychology.

If you buy a blind box, it may be a great value, or it may be a loss. The game is heart-beating.

Just like smoking, it becomes addictive. If you can't smoke this time, try again. "

While everyone was thinking, Lisa asked: "Didn't you say that the sales volume will increase dramatically? If you do this, the sales volume will increase dramatically?"

Xia Chuan smiled and said: "If you do the following steps well, sales will definitely increase dramatically.

What are the characteristics of young people as a consumer group?

Curiosity, speculation, companionship, collection, social needs, consumption needs, coupled with monetization channels, exquisite and artistically diverse dolls, blind box marketing will surely conquer the world and sweep the world. Let’s analyze it step by step. "

Lily's scalp was numb after hearing this. She only now realized how lucky she was. She only understood the uncertainty and understood nothing else. Fortunately, Xia Chuan came.

It looks like a washbasin. If you plunge into it, you will realize that it is the Pacific Ocean. It is almost as good as not choking to death.

Xia Chuan continued: "The first step is to seize the hot spots. What are the hot spots in our country, from stamps to commemorative coins to Water Margin cards, and the island country is moving towards the second dimension, that is, cartoon images, so we make cartoons Image doll.”

Lily changed color: "Do we still have to go to the island country to open a company?"

She didn't dare to go to that Guo's house. Tens of thousands of people died in the island country that time. Unless her husband was a seasoned man, I don't know how many people wanted to kill her.

Xia Chuan smiled and said: "You don't have to go to the island country, we sell to the island country."

"Making Water Margin dolls for the domestic market?" Lily asked.

"Oh my God, if you want to make Water Margin dolls, you are dead. You have to sell the same thing. This is called a trend, understand? You are the one who leads the trend. Let young people know that this is a world trend, and they will follow it, okay? "

"Understood." Lily was a little embarrassed. Her accumulation was like a washbasin. If she didn't ask, it wouldn't work. If she asked, she would reveal her depth.

“The first step is to understand the underlying logic behind the blind box.

Only by grasping the underlying logic can you grasp the key to marketing.

The first logic is that uncertainty creates addiction. The focus is on uncertainty. In other words, if someone can be sure from the box, your marketing will fail. Everyone, including the person selling it, must be uncertain.

Blind boxes are like Pandora's boxes. Uncertainty makes users curious, addictive to collection, generates surprises, and makes users dependent and fascinated.

Therefore, the first focus is to focus on the 'addiction' mechanism!

How to make users addicted?

Quite simply, the excitement of opening the next blind box.

How can we get him to buy another one? Your products must be in sets, this is the premise. It cannot be independent and cannot have cultural connotations.

For example, a set of twelve dolls of different shapes, each priced from 19 yuan to 39 yuan. There must be a special doll hidden here, and the probability of winning is relatively low.

The second underlying logic: scarcity will produce a hunger effect, which is called hunger marketing.

Deliberately low production, when supply exceeds demand, there will be a surge in marketing, and people will only grab it if you can't buy it. If you pile it up in a room, no one will buy it.

Therefore, if you grasp this underlying logic, you will understand what to do. Making people feel scarce and users having collecting habits will lead to impulse purchases.

For example, you can launch a blind box limited edition that cannot be purchased through regular channels, creating scarcity and stimulating consumers' desire to buy.

The third underlying logic, social communication needs, will drive product demand.

Needless to say, communication, everyone communicates with each other, that is communication, and it is also social. The same topics and hobbies can bring people closer, which is people's social needs.

But this is not enough. How to make the blind box have stronger social attributes?

After the collection is completed, users must be able to forward it to social networking sites, share the results of blind box demolition, and gain glory. If you draw an unwanted character in the blind box, or draw a duplicate character, you can also exchange it with others.

If you understand the three underlying logics, you will not make big mistakes.

Then there is the operational level.

First, your doll must have unique artistic value so that it can be collected. If it is shoddy, then don’t make it.

Second, bundle marketing with brand spokespersons. The choice of celebrity spokesperson is the choice of fans. "

"What is a fan?" asked the old man.

The girls smiled, but none of us dared to ask, but he did.

Xia Chuan smiled and said: "It's just admirers. For example, if I want to advertise jade, my admirers will all like jade. If you want to advertise diamonds, your admirers will all like diamonds. This is the appeal of a star."

"Bullshit." The old Taoist commented in one word.

Everyone burst into laughter.

Xia Chuan continued: “Third, give full play to the advantages of hot-spot marketing.

Hotspot is a marketing method that can quickly increase brand influence at low cost. Whatever is hot now, you can follow it.

For example, to be honest, I am relatively popular right now, right? "

Everyone laughed.

Fei'er smiled and said, "I think Lao Dao is more popular."

"Okay. The fourth point is cross-border joint promotion of blind boxes. Brands need to innovate in many aspects, constantly improve their reputation, and find breakthrough points.

From a business perspective, blind boxes must build brands. Utilize consumers' curiosity to continuously iterate products to better adapt to market demand, while also giving the brand greater vitality.

Finally, you have to understand that to make a company bigger, it can’t just be blind box marketing. You must have strong brand incubation capabilities and use the strong sales channels you have accumulated to form a complete self-growth system.

If you really do it, it will be a scarce resource and it will be difficult for others to copy it.

Therefore, blind box marketing only allows you to make a fortune unexpectedly. The first person to adopt this model must have taken advantage of it, and then they will rush in. Whether you can make it big depends on your own Skill.

The artistic value of products and brand influence are the fundamentals that support an enterprise. "

Everyone pondered for a while, and Fei'er smiled and said, "I bet this is beyond Lily's ability."

Lily's cheeks were slightly red, but Lisa didn't take it seriously.

Xia Chuan smiled and said: "I don't think it has exceeded. When you say exceed, you refer to the current ability. But the value of a person depends on his potential. Work hard and squeeze out your potential. Don't be like Fei'er and think about it every day. man."

Fei'er gave him a big eye roll, and everyone smiled.

But Lily was so inspired that Xia Chuan never told lies. As long as he was willing to work hard, he would definitely be able to do well!