Guan Huang took a sip of tea and leaned back comfortably in his chair, "Do you have any opinions on the few people who have been fired recently?" ”

Bai Jingfei shook his head,

Although the expelled person was an old colleague, he did not have any sympathy.

For people who cheat, Bai Jingfei has always hated it.

In the early days of Superman, in order to quantitatively push, he marked on the flyer, and the user placed an order through which flyer could be displayed in the background, and the conversion rate could be implemented on each pusher.

Some people don't understand the situation, and they play tricks on it, and they are discovered by the background data, so they are killed and made an example.

Guan Huang "This trend must be stopped, ability is ability, morality is morality, talented people without virtue, we must not want, we would rather be strict at this time, and we can't finally make any strong men break their wrists." ”

Bai Jingfei agreed.

If virtue is lacking, the stronger the ability, the greater the harm.

For this kind of topic, Guan Huang clicked to the end, after all, Bai Jingfei is not a potential audience.

Turning the topic back to Taodiandian's subsidy,

"Ali's action is so big, although we don't follow up, but we must be prepared for the subsidy."

Bai Jingfei was puzzled: "What do you mean?" ”

Guan Huang "We must take into account that if there is a company with a strong ability to push and take the initiative to set off a war of burning money and subsidies, how to deal with it at that time." ”

Bai Jingfei was stunned.

There must be such a company, not to mention anything else, if Ahri pays attention to it, the pressure will be suffocating.

Cash-burning subsidies are the strongest means of customer acquisition.

Hungry and Meituan, when the war was at its worst, Hungry Company burned more than 10 million yuan a day.

Guan Huang: "Subsidies can't be carried out, and they can't be done roughly, they require high skills, and you also know that customers who spend money to buy have little loyalty." ”

He remembered the wool gathering turmoil in the takeaway industry in later generations.

After the scalper organization and the merchant have discussed, they place an order with a special virtual address, and the merchant sees that the order is empty by default, and confirms the delivery in the background to earn platform subsidies.

During the craziest period, even merchants were scalpers, and merchants colluded with each other to use similar methods to swipe orders after meals (when the store was not busy) to obtain subsidies.

Bai Jingfei nodded, "Which platform has discounts, users will use which platform to pay, there is no loyalty at all, and no matter how much subsidies there are, it will be in vain." ”

Guan Huang agrees that starting from himself, he can also understand the user.

Isn't it a fool to take advantage of it?

Later generations of Meituan and Hungry Company, Didi and Kuaidi, that is called a madness

If you dare to subsidize 2 yuan per order, I will make up 3 yuan.

When the 3 yuan subsidy activity is over, it will be increased to 35 yuan immediately.

4 yuan, 5 yuan, 6 yuan, rising steadily.

……

In the end, it's up to you who can't hold it first.

Of course, it's not that I can't hold on to playing, but I can't hold up small fights and start to make a big deal.

I just throw 8 pieces, full 10 minus 8, do you follow?

I'm afraid of you?

It's not like I haven't done it before!

Talking about user loyalty in this context is nothing more than wishful thinking.

Guan Huang: "I think about increasing the conversion cost of users to increase loyalty. ”

"Conversion costs?"

Guan Huang: "Yes, in the Internet product industry, there is a famous formula that the user's motivation to change the product = (new product value – original product value) - conversion cost, and the conversion cost is the price of betrayal. ”

Bai Jingfei was stunned.

According to this formula, the reason why users will just go away and never look back, is because the cost of betrayal is too small.

Guan Huang continued, "This is just a rough idea of mine, how to do it exactly? You have to explore more in practice. ”

"Hmm."

Guan Huang: "In practice, there are three types of conversion costs: procedural conversion costs, financial conversion costs, and relational conversion costs. ”

Bai Jingfei said "um".

Guan Huang briefly explained that "the cost of procedural conversion, that is, the "time and energy" that must be paid to replace the product, for example, people who are accustomed to the Apple system use Android, it requires a certain learning cost, and our technical department is also optimizing efforts in this regard, hoping that Superman's UI design is different from other companies. ”

Bai Jingfei suddenly,

Guan Huang continued, "But we can't report too much hope, let's compete, in the eyes of homogenization, no matter how good the UI design is, others will soon be able to plagiarize." ”

He didn't mind mentioning this.

Business competition is inherently unscrupulous, and besides, when Superman started out, there were also a lot of hungry models.

Bai Jingfei: "Yes, the plagiarism problem is difficult to solve. ”

Kwan Huang: "We focus on finance and relationships. ”

"Oh?"

Guan Huang "company launched a membership system, through points, discounts, red envelopes and other ways to retain customers, others to take "10-8" discounts, we mentioned to do a good job of charging 100 get 50, improve the customer's financial conversion costs. ”

This is his carefully prepared coping method.

There is no way to avoid the war of burning money.

However, burning like in his previous life was difficult for Guan Huang, who knew the result in advance.

He plans to make a wave of recharge discounts before the money burning war, and if he can retain 80 users, then he can laugh at the storm.

Bai Jingfei praised, "This method is good, the user wants to go?" Think about the points you get from spending, the discounts you get from topping up, and the time and effort you spend on upgrading your membership. ”

Guan Huang "is this truth, which also involves the cost of relational conversion, the establishment of a strong relationship with users, the quantification of the emotional issue of loyalty, the more users invest in our platform, the more reluctant they will be, change the platform, and even bring a sense of emotional betrayal. ”

Bai Jingfei really admired the five-body throw.

Mr. Guan is simply a master of insight into people's hearts.

Sometimes, we can't give up something, or even someone, maybe not because the other person is too good, but because we have invested too much.

How did Licking Dog come about?

Guan Huang smiled faintly, "These are directional things, you think more in practice, explore more, and find out the most suitable way, not only for users, but also for merchants." ”

Now and even in the future, the main means of balancing merchants is the exclusive agreement, and if you sign Meituan, you can't sign it anymore.

The current Superman is also in this mode.

Guan Huang hopes to explore some flexible methods as an aid in addition to rigidity, the so-called rigidity is easy to break, and the exclusive monopoly agreement has always been a point of attack that has attracted criticism.

Bai Jingfei was both excited and apprehensive, and nodded vigorously when he heard the words, "Okay, Mr. Guan." ”

The report was not in vain, and the amount of information he received took him a long time to digest.

Option Incentives, Employee Guidelines, Membership System......

Guan Huang: "There's nothing else to do, let's get busy." ”

The reason why he said so much is not because the other party is talented, has the value of training, and can afford heavy responsibilities in the future.

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