Source: Thief Kun
If I had to recommend one book that had the greatest impact on me, "Selected Works of Mao Zedong" is definitely the only one that deserves to be deserved. It can be said that without the guidance of the ideas in the book, our company would not be what it is today. The wisdom contained in this set of books, if used properly, is absolutely the art of slaying dragons, and the ideas of seeking truth from facts, independence, primary and secondary contradictions, and dialectical analysis are of great help to individuals working hard in the workplace and companies that are starting a business.
Famous Chinese entrepreneurs Ren Zhengfei and Zong Qinghou are all loyal fans of Mao Xuan. I once saw a very interesting point of view, in the most remote town in China, you may not be able to see Coca-Cola, but you must see Wahaha, which is the core concept of the countryside surrounding the city.
For me, the concept of the countryside surrounding the city has guided me to explore the road of Taobao Blue Ocean, thus completing the accumulation of the first pot of gold. With the migration of the times and the rise of interest e-commerce and content e-commerce, our company has re-embarked on the exploration journey of new platforms. In this process, it was found that Mao Xuan's thought and blue ocean theory are still applicable to the new platform, and they are very effective.
Therefore, how can we achieve strong and weak translocation according to the guidance of blue ocean thinking and the adjustment of product selection strategies in the case of strong enemies, transform the overall weakness into local strength, and complete the breakthrough of Douyin short video. Today, I'm going to give you a good explanation.
In the adult KTV, I heard that there is a position called "Princess", and the job content of this position is to pour wine for guests and accompany guests to drink. I have a friend who occasionally goes to such KTVs, and also met the story of a KTV princess who applied the blue ocean strategy to her actual work, so as to create greater revenue.
My friend is from Hangzhou, and once I came to our Chongqing KTV to play and met Miss A. Knowing that her friend was from Hangzhou, Miss A talked about her previous experience of working at a KTV in Hangzhou. My friend is puzzled, Miss A is not from Chongqing, and the tip for Hangzhou KTV is more than 3,000 yuan, but for the same work content, KTV in Chongqing can only get 2,000 yuan or even lower. So why give up Hangzhou's high salary and come to Chongqing?
Miss A said that although the overall tip in Hangzhou is twice that of Chongqing, because of this, the competition in Hangzhou is too fierce, and it can be said that it is the most volatile place in the country with Shanghai. The company is more tightly managed, the number of princesses is larger, and the appearance condition is better, and in front of many competitors, she can only be regarded as ordinary. In addition, she is a newcomer to the industry, has no customer resources, and basically has no competitive advantage.
So although the tip in Hangzhou is higher and the ceiling is higher, there are indeed many girls who have achieved big results in Hangzhou. But then you need a player with strong overall strength, and for her, the clock rate in Hangzhou is too low, and the overall income in the end is not high.
With her appearance, she can be among the most high-end KTV in Chongqing, and even in the most high-end KTV, she is also one of the best, and it is easy to stand out and be selected by customers. Therefore, although the tip in Chongqing is lower than that in Hangzhou, the clock rate is high, and the final income is much higher than that in Hangzhou, and it is more relaxed.
Rounding around the bush and saying something inconsequential, just to illustrate a truth: if you want to win the war, you must know how to choose the right battlefield, which is enough to form an absolute advantage with competitors, and then achieve dimensionality reduction!
Doing short videos to bring goods, just made a new number, this is equivalent to a princess who has just entered the industry and has no customer resources. The weight of the account is not enough, the basic playback volume is not high, and the crowd tag is not accurate enough. Moreover, as a newcomer with goods, I don't have rich industry experience in the workplace, which is equivalent to the princess newcomer not having the ease of a veteran, as if your video quality is not as good as those peers.
In this situation, if you finally choose a battlefield with many opponents and strong opponents, the probability of winning is extremely slim. Without further ado, let's go straight to the case. As shown in the picture, at the first glance of this video, it feels like it's quite simple, and the number of likes on the video is not bad, so it seems that you can do it too.
Click on the shopping cart and look at the products, and the sales volume has been more than one million, which has been verified by the market. As I said, making money is copying, and whoever makes money copies it, so you jump headlong into it.
However, in addition to what I said about making money is copying, I also added the second point to make a detailed research to make sure that you have the ability to copy. And the third point, calculate the cost of trial and error to make sure you can afford it.
Within 30 days, the product sold 140,000 orders, but the number of influencers promoted during the same period was also 140,000, on the day of April 16th, a total of 4455 orders were sold, but there were 4692 opponents who released works on the same day, and if you count the works released by other talents before, the number of opponents is even more. Not only is there a large number of opponents, but the quality of these opponents is also high.
Not to mention that the account weight of these accounts is higher, and everyone can also go to Douyin to search and check the video quality. Just looking at these screenshots, just the face and temperament of these bloggers, this skin is not an exaggeration to say that she is "skin like clotted fat" and "blowing bombs can be broken", even if you play ten lamps and ten levels of dermabrasion, you don't have the confidence to copy it, right?
The competition of short video delivery is very simple, the first dimension is the number of opponents after selecting the product, the second dimension is the quality of the work, the third dimension is the weight of the account, and finally the number of works. Therefore, the way for newcomers to win is to choose a track with fewer opponents to win the quality of the opponent's works and shoot the number of works with excess opponents.
So, that product just now, at first glance, it is really good, and the sales volume is indeed high, but it does have many opponents, and it is very strong, it is likely that 10% of the sellers will take 90% of the sales. If you are still more diligent than you and have more shots than you, what do you say you can compete with others?
More extreme cases are as shown in the figure below, with 50,000 sales and 710,000 influencers competing.
So what is the blue ocean? It is that the monthly sales are only a few thousand, but the opponents are only a few hundred or even dozens, and there are even only a few competitors' products every day. It is a product with low quality, poor lighting and low expressiveness. It is a product that has a high conversion when it is just launched, but it has not yet attracted everyone's attention.
There has never been anything in this world to defeat the strong with the weak, and Sun Tzu's Art of War does not teach people to defeat the strong with the weak, and the whole article is to tell you to fight the weak with the strong, and the final PK is the PK of comprehensive strength. It is nothing more than whether the whole is strong or locally, the surface is strong or the essence is strong. This is the case when I do Taobao, and it is still the same when I do Douyin short videos.
Direction is very important, effort is very important, persistence is very important, method is also very important, shooting is very important, copywriting is very important, editing is very important, and selection is also very important.