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Editor to share with you what Internet enterprises do user growth methods, I believe that most people do not know much, so share this article for your reference, I hope you will learn a lot after reading this article. Let's learn about it!

First, how do operators do subscriber growth

The core issue of user growth is the customer value that the product can provide continuously. For example, operators provide communication services. The value that can not meet the needs of customers is false value.

Operators provide customers with a package of communication service solutions, including: SMS, voice (long-distance call, local call, roaming), traffic. When Wechat replaced SMS and voice, traffic gradually became the trump card of operators.

In terms of user growth, the provision of competitive communication services is the focus of the efforts of the three major domestic operators. As China Mobile took the lead in launching the three major mobile brands-Mobile Zone, GSM and Shenzhou Bank, it accounted for most of the market share based on customer demand rather than business demand. In the 3G era, China Unicom won the first voice by relying on the first-mover advantage of the rapidly expanded WCDMA network and relatively cheap traffic charges, and the scale of users expanded rapidly, while the network advantage of China Mobile in the 4G era was obviously better than that of Unicom, and the network situation was reversed. Telecom, on the other hand, adopts a steady and steady model, mainly promoting integration packages, integrating broadband, mobile phones and landlines, subsidizing one family to secure one family.

This is a strategic user growth strategy to find their own core advantages and continue to provide customers with more than expected services. From the tactical level, we can start from the product, price, channel, promotion and several aspects.

1. Product

The main products provided by operators are numbers, packages, terminals, value-added services, etc., high-quality numbers can often be bound to users for a lifetime, so operators are fighting for more segment resources.

Packages and terminals are the main focus of operators in their products. The three major brands launched by China Mobile in the 2G era: GSM, Mobile Zone and Shenzhouxing, respectively, are targeted at business travel users, campus users and local users. Business travel users have more business trips, roaming and phone calls, and the package launched is expensive in monthly rent, but it contains more voice and text messages, and voice charges naturally do not distinguish between local calls, long-distance calls and roaming. The consumption power of campus users is low, the circle is small, but there is a lot of communication, so there are many campus package text messages, the monthly rent is cheap, and the campus virtual network with only monthly function fee is launched; the local user circle is mainly limited to local, and the communication demand is small. Shenzhou line package monthly fee is low, voice, text messages are not much, and voice charges distinguish between local calls, long-distance calls and roaming. In terms of product brand segmentation and positioning, the mobile approach is remarkable.

With the popularity of intelligent terminals, terminals have become a must for the three major operators, and each has done enough work on the "contract machine" products: strive for the cooperation of high-end computers and Macintosh, launch strategic models, stage a terminal subsidy war, and launch a wide variety of promotional activities for storage and purchase fees.

two。 Price

The homogenization of products is becoming more and more serious, the tariff is getting lower and lower, the flow and voice can be carried forward across the month, while the consumption level of users continues to rise, and the sensitivity to tariffs is gradually reduced. There is little difference among the three major operators in terms of tariffs. Relying on the advantage of tariff for user growth is no longer the first choice.

3. Channel

It is said that the scale of China Mobile's social channels is close to 700000, and China Unicom has 500000 agency channels, which does not include the operators' own business outlets. Such a huge offline sales channel undoubtedly plays an important role in user growth. Channel as a direct contact that affects user decision-making, the channel subsidy policy of operators is also very powerful, especially for users to obtain, new network subsidies can often reach dozens of pieces, but also cause users to continue to re-enter the network, channels to maintain cards and other phenomena.

With the development of online channels, users' purchasing channels are gradually transferred to the online, charging fees do not need to go to the operator's agency, and the purchase of mobile phones does not need to go to the offline business hall, and business can also be done through the telephone, online business hall and palmtop business hall. It will become less and less dependent on offline channels.

With the continuous increase of channel media, operators also begin to use data to do channel coordination, rely on their own massive user data, use data modeling to identify accurate marketing target users, output the list of target users, and adopt online and offline collaborative marketing. give full play to the channel advantages of different channels.

4. Promotion

Operators have a variety of promotion methods that have never been seen before, but there is the Internet after that. Due to the serious homogenization of products, operators have to make efforts in marketing. In addition to Spring Festival, Qingming Festival, May Day, Dragon Boat Festival, Mid-Autumn Festival, National Day, New Year's Day festival promotion, hot event promotion, freshmen start school, shopping festival promotion, new product listing promotion, old customer feedback promotion, it can be said that every day is a promotion day. The promotion means also include telephone fee gift, terminal subsidy, flow gift, electronic voucher gift, bundled promotion, value-added service gift, in-kind gift and so on.

In order to ensure the marketing effect, operators often set promotion thresholds when doing promotions, such as deposit and gift activities, which are often returned monthly to increase the duration of users on the Internet; only by promising the amount of consumption can they participate in certain activities and increase the contribution of user value; at the same time, operators also have some means to increase user consumption, such as cultivating users' traffic consumption habits through traffic gifts, laying the foundation for subsequent traffic consumption.

Second, Internet enterprises how to learn from the experience of operators to do user growth

How does the Internet industry do user growth? Let's take the O2O takeout service industry as an example. Strategically, the customer value that the takeout industry continues to provide is a safe, convenient and delicious door-to-door catering service, in which safety, convenience and delicacy are the key points. After the subsidy war a few years ago, the O2O takeout platform formed a tripartite pattern of ele.me, Meituan takeout and Baidu takeout supported by BAT. The following analysis is mainly aimed at these three takeout service platforms. Tactically, we elaborate on the product, price, channel and promotion respectively:

1. Product

The main products offered by takeout include: dinner (including midnight snacks), fresh fruit, coffee drinks, flowers and cakes, and medicine, of which dinner revenue is estimated to account for about 80%. The three delivery platforms themselves do not produce food, but introduce thousands of restaurants to provide food, so similar to operators, the three delivery platforms have serious homogenization of their products. To take the product as the starting point to obtain customers, it is necessary to establish a product system with competitive advantage. Starting from the needs of users, users' demand for food is to find delicious meals that meet their personal tastes.

The takeout platform can make the following improvements:

(1) Segmentation of meals based on dining demand

With the increase in the size of users and the diversity of demand, China Mobile took the lead in launching the dynamic Zone brand, which is targeted at young white-collar workers. It was the first brand to be built not on the basis of business needs but on customer needs, and then China Mobile increased its subscribers by 20 million in 15 months. By distinguishing the differences in communication needs among business travel users, campus users and local users, China Mobile launched three major brands: dynamic Zone, GSM and Shenzhouhang to promote the acquisition of users and customers. With the diversification of takeout meals and the increase in the diversity of user needs, users' food needs need to be further subdivided, not only in the business to divide the cuisine, but also to refine the needs behind the meal. for example, meals are subdivided into diet meals, nutritionally balanced meals, organic meals, heavy-taste meals, illness conditioning meals and so on.

(2) data mining and personalized recommendation

With the increase of the richness of ordering data, the use of data modeling to mine meal requirements becomes more and more accurate. Amazon's "guess you like" can often help users find products that users subconsciously prefer, while NetEase Yun's "Daily Song recommendation" often makes users feel "aha moment" and "just want to hear this song". At present, most of the recommendations on takeout platforms are "similar recommendations" and recommend "brand merchants" and nearby restaurants, etc., which can recommend meals with similar tastes and may like according to the user's ordering data. Improving the accuracy of data mining algorithms is the direction of the takeout platform.

two。 Price

After the subsidy war a few years ago, the takeout platform formed a new tripod pattern, and the takeout platform began to transform from subsidy tactics to providing high-quality food services. When the price war can not change the competition pattern, I believe that the three major takeout platforms will remain relatively rational.

3. Channel

Unlike operators, the delivery platform does not have a large number of offline sales channels, but the main layout online, through backing BAT, relying on BAT ecological enterprises to provide traffic diversion and purchase traffic, the main contact point of users is APP, which promotes customer access through text messages, PUSH notifications and vouchers.

In order to give full play to the role of channels, you can use the scene marketing model that operators have been using in recent years: for example, by courting online channels such as food programs, food official accounts, food blogs and other online channels, the scene marketing of watching and buying can be realized, and the efficiency of traffic realization will be greatly improved.

4. Promotion

Takeout promotion is basically every day, special promotions, full reduction, full delivery activities are flying everywhere. However, there is room for improvement in the use of sales promotion means to improve user stickiness and consumption value in the user's life cycle.

From the perspective of improving customer stickiness, we can learn from the monthly package practice of operators to launch a monthly lunch package with a cap of 1000 yuan, and users can book meals in designated restaurants at will. Foreign takeout services already have weekly meal booking service. In China, we can learn from the form of increasing weekly meal booking, and we can also introduce recharge and wallet functions like operators, using the promotion form of recharge and monthly return, such as 12-month return, 24-month return and so on, which can steadily enhance the stickiness of users.

From the perspective of improving the consumption value of users, by adopting the practice of operators to cultivate users' consumption habits through flow gifts, users with consumption potential but restrained consumption can be found by using data, and by giving meals with dishes and fruits, cultivate users' new consumption habits, cultivate consumption quality, and promote the improvement of users' consumption value.

In addition, starting from the pain points of users, one of the major pain points for users to order meals is the higher lunch boxes and distribution fees, which will greatly increase the number of ordering users, such as group buying, and recommend the same meals to users who are delivered to the same office building. waiving the distribution fee will be very popular. On the other hand, the distribution of meals can find the popular or quasi-popular products that users like through data modeling. In addition, we can also offer free freight for two-person meals and free freight for three-person meals to promote order-sharing between friends.

These are all the contents of this article entitled "what are the ways for Internet enterprises to do user growth?" Thank you for your reading! I believe we all have a certain understanding, hope to share the content to help you, if you want to learn more knowledge, welcome to follow the industry information channel!

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