I Have 100 Million Stores

  Chapter 268 "Version Update Instructions"

  The style of Real King Group this time is uncharacteristic. There is no pre-publicity preheating for the update of the APP, and even the most commonly used offline store posters are not promoted.

  Just released a system update notification announcement in the "Real King Brand APP" and pushed it to every registered user of the APP.

In fact, not only this time, the results of the previous "Blind Charge and Guess No. 1" were announced, the third "Hundred Stores Open and Check-in" campaign, and the third "Blind Charge and Guess No. 1" campaign, etc., are all of Real King's brand. The notifications made through APP system information no longer use external publicity channels.

  The purpose of doing this is actually Cao Xingyu's instruction.

He has begun to deliberately put the release of major news on his own APP, using this major news to attract users to open the APP more frequently, and at the same time let the "message" section on the APP bubble, otherwise This sector really has no sense of existence at all.

Obviously, as long as the presence of the'message' section is maintained, it will definitely be of great help to the subsequent launch of the'social scene', at least it will not appear abrupt at the time, and people's acceptance will increase over time. Going higher and higher.

  What I have to say is that Cao Xingyu’s approach is in line with the thinking of the Internet.

  In simple terms, this is actually a kind of user habit formation.

  User habits is a very core concept of the Internet, and it is also a thing that countless Internet products are keen to pursue.

  Especially in the era of mobile Internet, most people hold a mobile phone all the time, and user habits are naturally more terrifying.

  For these, ordinary users may not be aware of it, or they may not go deep and think about it.

  I feel that these have something to do with them, but it is not. In many cases, you may have been controlled thinking and affected self-control without knowing it.

  Simply put, as long as the user develops the habit of using APP, as long as he is free or idle, his thoughts will drive him to open those apps that he often uses.

  He can't do anything even after opening it, his habit will drive him to do it.

  Social apps like QQ and WeChat, even if there is no new news, people will habitually click to take a look.

  Short video apps like Douyin and Kuaishou, as long as you are bored, even if you don’t want to watch it, you will open it and take a look.

   Consultation apps like Toutiao and Netease News, even if you have read all the news today, you can’t help but click to refresh them.

  Fiction APPs like the starting point and the like, even if you can’t find a book to read, you will think about going through it again.

  Not to mention games or something, even if you lose, you can't stop the heart of playing games.

Examples such as   , etc. are everywhere, which are all manifestations of the value of user habits.

  In addition to driving action, habit also has preconceived concepts brought about by habit.

Take the food delivery platform as an example. When a person is accustomed to Mei Tuan or is accustomed to being hungry, he is likely to use one of them frequently, not having a cold with the other, and even subconsciously denying the other product. .

  Unless there is a significant price difference between the two platforms, it is difficult for users who have developed a habit to change.

  From the side, this is actually a manifestation of user stickiness and the fundamental reason why mature Internet products are difficult to catch up with by latecomers.

  In technical terms, this is also a barrier established by each APP, and it is generally difficult to be surpassed, unless it is a big mistake by oneself, or another platform burns money to grab users.

  The most typical examples in this regard are actually Taobao and Pin Xixi.

Pixixi completely used the cheap price to cut a blood path. While having the price advantage, it also accurately found the entry point. It quickly expanded the number of users by sinking to the third- and fourth-tier or even fifth- and sixth-tier cities. , Taobao quickly accumulated a group of users before he could even react.

  When Pin Xixi began to take shape, when Ari reacted, it was already difficult to stop the opponent's development.

  Because Pin Xixi’s performance has attracted the attention of countless capitals, especially the penguin who has fought countless times in secret with Ari, how could he let go of this great opportunity to directly enter the opponent’s core field and go straight to Huanglong?

  Even if it only disgusts you, Penguin feels very profitable!

   Therefore, Pin Xixi's subsequent burning of money has sufficient sources of funds and various penguin drainage. It is difficult for Ari to kill the other party easily, and can only watch the other party continue to rise and grow.

  To sum up, it is no exaggeration to say that Pin Xixi is a successful case of burning money at the textbook level.

Of course, Ari’s dominance is naturally not that easy to shake. User habits such as Taobao have been cultivated for so many years. Naturally, it is impossible for them to be subverted and replaced so easily. As people get used to Taobao, they have a new habit of bargaining.

  But because of this, the ability to smash a **** road in front of Ari's near-monopoly market position has become more and more commendable.

  Looking back, everyone should understand that it is often said that burning money to fight a price war is for market share. One aspect of market share is actually to cultivate user habits.

  At this moment, Cao Xingyu has begun to deliberately cultivate the user habits of "Real King APP".

  As the only official announcement channel, this is just one aspect.

  The clock-in medals designed before are actually also one aspect.

  The take-out function is naturally also an aspect.

  The function of checking the balance, checking the queue, checking the store information, etc. is also an aspect.

  Simply put, the starting point of all these items is the same, which is to cultivate user habits and increase user stickiness.

  There are many functions in order to cover the needs of different users, so that people with different needs have the desire to open the APP. Only by opening it frequently can you develop a habit.

   In the final analysis, it is an incremental relationship.

  Only when the users are cultivated to use Realking's APP every day, then what Cao Xingyu wants to do in the future will become much simpler.

  At the same time, the higher the users' reliance on the'Real King APP', the higher the user's stickiness will naturally increase, which will become his real trump card.

  These will all turn into his barriers.

To be more transparent, only then, like Taobao under Ari and WeChat under Penguin, if Cao Xingyu has a similar national-level product in his hands, can he really kill in the Internet where the overall situation is determined and the giants are clear. Get out of the siege and become a new giant.

  In this regard, even the giants have spent a lot of thought and energy.

  For example, when the early Ari launched Taobao in 2003, in order to cultivate users' online shopping habits, they subsidized 15% of the product price, which is equivalent to a 15% discount.

  A physical store requires more than 1,000 cameras, and online purchases only cost 700 to 800.

  Up to now, the 15% discount is not worth mentioning in the money-burning war, and it is not even ranked, but in the era when the Internet was just emerging, this discount was quite amazing.

  The 15% discount did not last long. After having a certain effect and the number of users, Ari cancelled the subsidy for the merchant.

  Instead, people spread word of mouth spontaneously to attract customers for the platform, and some smart merchants took the initiative to lower commodity prices, and Ari began to sit firmly in the Diaoyutai.

  In fact, this also proves from the side that the cost of user acquisition was really quite low on the early Internet.

  It is precisely because of these measures that Ari quickly accumulated a large number of customers and cultivated a number of loyal users in the early stage.

  After users have developed their online shopping habits, everyone will be more familiar with the following things. Taobao has become the most profitable machine for Ari, and has achieved the ultimate in various advertising, sorting and other profitable commission services.

  It is worth mentioning that Cao Xingyu’s understanding of this aspect was not achieved overnight, but was realized over time.

  Originally, his plan was to lay out publicity channels and make the publicity channels bigger and stronger. When there is a need for publicity, he can directly maximize the effect.

  He did the same before.

  It’s just that over time, Cao Xingyu’s thinking has changed a lot.

  This is also normal.

  No one is perfect, and it is very common for leaders to have one thought at a time.

  The reason for this change is that after Cao Xingyu analyzed the current situation, he found that excessive pursuit and layout of propaganda channels are not necessary at this stage.

  Because his core is not about fame and popularity.

  Of course, not to say that popularity is useless, this thing must be as famous as possible.

  It’s just that Cao Xingyu feels that the current popularity does not help him much.

  In the layout of his current industry, all assets are concentrated in the Beicheng District of Sansha City. He feels that his existing reputation is fully sufficient.

  Because no matter how famous he is, it cannot have a direct impact on the number of members in front of him.

  So, Xingyu Cao wanted to take good care of the current one-acre three-quarter land first, so that he could develop the user habits of this group of members first.

  In other words, what Cao Xingyu wants now is to fight steadily and not to be too lofty anymore.

  Of course, it does not mean that Cao Xingyu immediately denied the previous layout and publicity plan, but only slightly adjusted the policy, or more clearly the division of labor and order.

  For some future events and announcements of the Real King brand, APP will be used as the only official voice channel.

  This kind of thing is directly related to members, and members’ attention is already high. Publishing these news through the Realking brand APP can help them develop the habit of paying attention to Realking’s brand APP.

As for Realking’s new store news, new store promotion, etc., external publicity can be carried out through Ye Xiufei’s UP main account, Realking’s newly established official channels and other third-party publicity channels, and the APP will also be announced simultaneously. .

   In essence, there is not much difference between these two methods.

Because in the Internet age, the circulation of news is very fast, especially some very popular news, even if you only publish it in the APP, it can be spread quickly through word of mouth, but this spreading process definitely requires a Time.

  So what Cao Xingyu really wants is a time difference. It is enough to highlight the immediacy of the APP.

  For example, in the APP notification to engage in a one-hour recharge discount activity, then only those who see the activity in the APP can immediately know the news.

  If you don’t know until the follow-up spread through the Internet, the day lily will be cold.

  And the more such similar things, the more obvious it is that users can develop the habit of paying more and more attention to APP dynamics.

  Of course, this approach is a double-edged sword, and you have to control it.

Pushed system messages must be valuable, not frequently pushing spam system messages. Pushing too many worthless messages will only backfire. On the contrary, it will make people block APP push notifications and even no longer pay attention. Your system notifications.

  In this way, the user's habit is not formed, but it will leave a very bad impression on the user's side.

  So in this regard, Cao Xingyu has set a very strict rule. It must be some big event or big update, and the content can cause hot discussion and sensation among members before it can be pushed through the APP.

  Like this update and previous check-in and blind charging activities, it is quite tempting for members.

  Only by using these messages deeply related to the interests of members can they not be disgusted and gradually form a habit.

   Looking back, this time, Shiwang brand pushed an article titled "Version Update Instructions".

  Click to see, the content is very concise.

  "Dear Real King brand members, hello everyone."

  "I am very happy to inform you that this time the Realking brand APP has been upgraded from version 1.0 to 1.1."

  "If your APP is not set to update automatically, please go to the application center to update by yourself."

  "The content of this update is as follows:"

   "1. Added real king brand takeaway function."

  "2. Added personal punch-in wall function."

   "3. Added the real-time video viewing function of the store."

  "4. Optimize and fix known bugs. UU reading www.uukanshu.com"

  The whole notification is less than ten lines of text, which is extremely concise, and there is no detailed introduction of the function.

  Obviously, this is also the notice template set by Cao Xingyu.

  In his view, this kind of message is as concise as possible.

After all, on the Internet, people’s patience is very limited, and everyone’s temperament is far less patience in reality. The overall network environment is a relatively impetuous environment, and most people are more accustomed to extensive news. The more it makes people less interested to watch.

  The shorter the news, the more people will follow.

At this stage, most of the Internet users are Internet veterans. They have used dozens or hundreds of APPs, and all of them are experienced. There is no need to explain these updates in detail. Let users explore on their own. A good way.

  As time goes by, when more and more people click on the APP to see this announcement,

  A large number of real king brand members quickly updated the APP, and then went to explore those new functions,

  It didn’t take long, and immediately aroused a lively discussion!

  (End of this chapter)