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互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相似之處
時間:2020-05-09 15:40:13
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

本文作者以互聯(lián)網(wǎng)公司產(chǎn)品運營思路對比傳統(tǒng)企業(yè)的經(jīng)營思路,來講下互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相同之處。

互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相似之處-藝源科技

互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)一直以來被當做兩個派系,雷軍和董小姐的10億賭局,馬云和王健林的電商賭局,都傳遞出一個信息,互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)有著巨大的分歧和不同。這個不同帶來的結(jié)果是,傳統(tǒng)企業(yè)想轉(zhuǎn)型做互聯(lián)網(wǎng),幾乎都折戟沉沙,但有趣的是,互聯(lián)網(wǎng)公司做傳統(tǒng)業(yè)務(wù),把互聯(lián)網(wǎng)思維帶入傳統(tǒng)企業(yè),往往能締造出一些傳奇。

我在做了五六年互聯(lián)網(wǎng)運營工作后,去年轉(zhuǎn)型切入傳統(tǒng)業(yè)務(wù),在傳統(tǒng)企業(yè)摸爬滾打了將近一年多時間,對傳統(tǒng)企業(yè)的經(jīng)營有了一些自己的看法,結(jié)合之前的互聯(lián)網(wǎng)運營推廣經(jīng)驗,覺得其實兩者有不同,但也有很多相同。

這里我以互聯(lián)網(wǎng)公司產(chǎn)品運營思路對比傳統(tǒng)企業(yè)的經(jīng)營思路,來講下兩者的相同之處,由于不論是互聯(lián)網(wǎng)公司或是傳統(tǒng)企業(yè),都是以服務(wù)用戶為本,所以本篇文章始終圍繞著用戶來講。

相同點一:拉新

任何企業(yè),不論是互聯(lián)網(wǎng)公司還是傳統(tǒng)企業(yè)都離不開拉新,沒有拉新,都存活不下去,兩者在獲客的需求上是一致的?;ヂ?lián)網(wǎng)運營里面把這叫拉新,傳統(tǒng)企業(yè)叫獲客。叫法不同,我推測主要是用戶量級的區(qū)別導(dǎo)致。

互聯(lián)網(wǎng)動不動百萬千萬上億的用戶,在我做互聯(lián)網(wǎng)運營時,后臺的新增用戶只是一個個數(shù)據(jù)而已。傳統(tǒng)企業(yè)的獲客,背后都是實打?qū)嵉目蛻簦眯母M程度上是完全不同的。

互聯(lián)網(wǎng)運營和傳統(tǒng)企業(yè)的獲客都分為:免費和付費兩種方式。

  • 互聯(lián)網(wǎng)運營的免費獲客指的是自然流量;傳統(tǒng)企業(yè)的免費獲客要看具體行業(yè)了,如果是實體店,自然流量好理解了,是店外的人流,如果是Tob企業(yè),免費獲客多指的是人脈。

  • 付費獲客,從上個世紀,到現(xiàn)在,到下個世紀,應(yīng)該都不會變的,只要花錢,就不愁新客戶。

在互聯(lián)網(wǎng)公司,有獲客成本一說,我在做傳統(tǒng)企業(yè)獲客時,可能是受互聯(lián)網(wǎng)公司的影響,也漸漸的有了獲客成本一說。貌似現(xiàn)在很多傳統(tǒng)企業(yè)都沒有算過獲得一個客戶需要花費多少錢,我聽說有個傳統(tǒng)公司在互聯(lián)網(wǎng)運營的指導(dǎo)下,算了下成本,難怪公司始終沒有盈利,他們一個獲客成本過萬了,ROI為負,當算出這個數(shù)據(jù)時,傳統(tǒng)企業(yè)老板仿佛頓悟了一般,數(shù)據(jù)分析好像是蠻重要。

相同點二:留存

互聯(lián)網(wǎng)公司對用戶的留存率數(shù)據(jù)十分的敏感,用戶留存率直接影響著獲客成本的高低,傳統(tǒng)企業(yè)留存的說法沒有,但是留存的概念是有的。對于實體店面,拉新進來的客戶是消費一次后就流失還是不久之后,有上門二次甚至多次消費,都屬于留存的范疇。

互聯(lián)網(wǎng)公司為了提升留存率,會在初始環(huán)節(jié)下大力氣,把前期體驗做的非常棒,來降低流失率。傳統(tǒng)企業(yè)的玩法類似,優(yōu)化門面的裝飾、提升服務(wù)人員的素質(zhì)、還有出其不意的小驚喜,讓用戶感覺舒心,進而降低流失率。傳統(tǒng)企業(yè)也要分行業(yè),像婚紗攝影幾乎不會有二次消費的就另說了。

互聯(lián)網(wǎng)公司會把留存率分為次留、三日留存、七日留存、月留存來做分析。傳統(tǒng)企業(yè)其實心里也想這樣來分析,但實力不允許呀,在數(shù)據(jù)這塊是有缺失的。

隨著5G的到來,這塊在未來會得到解決,現(xiàn)在有的商場已經(jīng)有了智能識別系統(tǒng),用戶什么時候進店、多久進一次店,進店的走線是怎樣的,通過這些分析出用戶的粘性和需求,比互聯(lián)網(wǎng)公司的留存率分析更高級。

相同點三:付費

付費是所有企業(yè)永恒不變的終極追求,一個企業(yè)如果沒有收入,再懸壺濟世的理想都不可能實現(xiàn),只是有些企業(yè)會鋌而走險,賺一些不正當?shù)腻X,互聯(lián)網(wǎng)和傳統(tǒng)企業(yè)都有這樣的存在。我們從正規(guī)的付費說起。

互聯(lián)網(wǎng)公司的付費有付費率和付費ARPU一說,用戶基數(shù)大了,付費率穩(wěn)定了,10倍的用戶增長,必然帶來10倍的收益增長。傳統(tǒng)企業(yè)把這不叫付費率,叫成交率,進來多少客戶,成交了幾單,算出成交率。另外一個ARPU值,這里變成了客單價,即一個用戶帶來多少收益。根據(jù)傳統(tǒng)企業(yè)的服務(wù)性質(zhì),可以從幾塊錢到上億不等。

互聯(lián)網(wǎng)公司為了提高付費率和ARPU值,以手游來說,會把高價值的物品打包到一起,折扣賣出,讓用戶有首次付費的行為,刺激用戶后續(xù)的付費。提升ARPU值,沒有太好的辦法,只有挖坑,挖深坑了。傳統(tǒng)企業(yè)的思路很類似,第二份半價,雙十一都是為刺激用戶付費而做的。

相同點四:促活

老用戶一直把互聯(lián)網(wǎng)產(chǎn)品擱著不使用,是個大問題。互聯(lián)網(wǎng)公司會有方法來讓用戶活躍下,定時發(fā)個推送,不定時搞個轉(zhuǎn)盤,讓用戶進來瞅瞅,用戶進來就是錢。傳統(tǒng)企業(yè)不定時的慰問下老用戶,節(jié)假日給大客戶送點禮品,讓他們記得自己,下次有需求了會找過來。

為了提升用戶活躍度互聯(lián)網(wǎng)公司在產(chǎn)品里面加入社區(qū)、社群的玩法,通過內(nèi)容和連接來讓用戶活躍,最開始我做工具類產(chǎn)品時,用戶使用頻次每周一到兩次,加入了新聞功能,每天的定時推送后,用戶使用頻次翻了四五倍。傳統(tǒng)企業(yè)有的也開始玩線下社群,組織一些交流活動,用戶粘性提升的同時,服務(wù)的使用頻次也顯著提升。

促活的本質(zhì)是一樣的,經(jīng)常在用戶面前露臉,互聯(lián)網(wǎng)的圖標上加個紅點,懂的人會心一笑。傳統(tǒng)企業(yè)的客服微信,打造客服微信朋友圈,經(jīng)常發(fā)與公司產(chǎn)品有關(guān)的內(nèi)容,讓用戶時??吹阶约?,也是一個促活的方式。

最后:

以上從拉新、留存、付費和促活四個方面,簡單講述了互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相同之處,生意的本質(zhì)都是相同的,提供服務(wù),獲得服務(wù)報酬無外乎如此。不論什么套路和玩法,提供有價值的服務(wù),賺取應(yīng)得的那份足以。

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