Coquettish Rebirth

So, can this professor who received $30 from Jia Hongjian help Jia Hongjian find the problem?Can such a so-called professor really make Jia Hongjian feel that the 30 flowers are worth it?At least for now, Jia Hongjian thinks it's worth it!why?Because 5 minutes ago, the professor analyzed something that made Jia Hongjian feel reasonable!The thing is like this, 5 minutes ago, the professor spent a few hours to fully understand the setting and timing of various marketing measures of ams and the market response. After thinking about it, it took He gave Jia Hongjian a picture, and then explained it.

"Well, I spent a parabola. According to a theoretical model analyzed by a long-term data survey in our Harvard Business School, if you want to promote a new thing, no matter what it is, as long as you promote it, basically You will encounter such a process. This model is called the promotion model, which is a bit similar to the communication model in journalism and communication. First of all, only 2.5% of consumers will accept this product immediately after it appears! 2.5% of consumers may buy products for a variety of reasons. According to our model, it can be considered that your company’s previous reservations are a 2.5% consumption Those who dare to try..." said the professor.

Hearing this, Jia Hongjian quickly calculated in his mind, if 4 units is only 2.5 percent, then in other words, their market could theoretically be as high as 1600 million units in the end?Whoa!Why is this market so big?At first, Jia Hongjian thought it would be great if there were 20 units in this market!

Just when Jia Hongjian started to think by analogy, he heard the professor say: "But I want to say something here. The 2.5% of consumers don't come to buy your products because your products are good. They are For various reasons, if you put it on your product, it may be out of the idea of ​​wanting to be at the forefront of the trend and the cutting-edge of human technology. There will be a group of people who want to burn money to try it. Try the latest things, even if they understand that your first batch of products may have flaws. Then, there is another group of people who may be moved by the various ergonomic concepts promoted in your products. So want to Reduce their work-related injuries and other factors. So, these 4 people are the 2.5% of the people in our model. We call them dare-to-tryers. There are new things they want. They are the first time Will try it!"

Speaking of which.The professor took a sip of water.At this time, Jia Hongjian also thought about it. Indeed, such things often happen.Just like when Jia Hongjian burned computers in his previous life and liked all kinds of DIY computers, in many cases, once a certain product came out, he would try it without thinking about its performance or not!Although it is expensive, there are indeed such people!Even to make an analogy, like the win8 system came out, he Jia Hongjian has never used it, but he has a friend who bought the genuine version immediately and tried it!Then isn't his friend a brave experimenter in this field?

Then, Professor Na Bauer continued: "After the 2.5% who dare to try, there is a 13.5% group, we call them early adopters. How should I put it, these people will basically not try it for the first time. It is a new thing, but they have the courage to accept new things that are easy to use. Have you noticed the difference? They are a so-called relatively rational group. For example, when Microsoft released the Windows 6 system in June this year, 98% of consumers would first Try to buy, try to use, and then the 2.5% of consumers will not adapt win13.5 to win95 in the first place, they will wait, wait for the evaluation of win98, wait until they hear that win98 is indeed Not bad, there is indeed nothing wrong with it, and it is indeed good for him, so he will change it to win98!"

kindness!Jia Hongjian agreed at the time!There really are such friends among his friends!There is a friend who is trying all kinds of early adopters, but there are two friends who will wait for this friend to buy it, and they will try it out to see how it works.If there are many bugs, or if it is not easy to use, they will not change it. If they find that it is really easy to use, they will change it.This kind of friend is relatively shrewd. They belong to the type who don't see the rabbits and don't scatter the eagles. They will never take the initiative to take risks. They will follow up immediately after others prove it is safe!

"In terms of the total 16% share of these two types, our business school calls this the word-of-mouth period. If the new products that exit cannot satisfy the 2.5% warriors, then the subsequent 13.5% market share will have to be Arrived! And if the 2.5% of consumers get good reviews, then 13.5% of consumers will follow up, and your company is stuck at this step now... and according to our theoretical model, only break through the 16% share, this is called opening up the market! Only then will your products usher in the stage of hot sales! Because these 16% of consumers are still a minority after all! Most of the society, or most of the potential consumers The majority, or the late and final adopters, the share of these two groups is almost 34%, adding up to 68%, more than two-thirds of the number. These people, they have to go through a lot of people say If it is easy to use, they will buy it, but the purchase may be delayed for a long time. For example, millions of people may say that win98 is easy to use, and these people may also know that it is easy to use, but for various reasons, they just won’t Going to buy, maybe they will think that win95 is enough for them. If we calculate it, we can find that there is actually a gap of 16% in the entire market. For this gap, we call them conservative fighters..." The professor paused For a moment, it seems to start to think of analogies.

"These conservative fighters, 16% of this group, they are diehards. For example, when the push-button telephones start to be developed in the market to replace the old-fashioned rotary telephones, when will these conservative fighters What about buying a push-button phone? They will only buy it if they can't buy an old-fashioned rotary phone, and their own old-fashioned machine is broken and can't be repaired! So you can imagine that win98 is very difficult Those who are favored by these people will not upgrade to win95 at all unless win95 is no longer supported by Microsoft, unless win98 has seriously affected their lives!"

Whoa!One heard here.Jia Hongjian immediately thought of the xp group of later generations!Later generations of Microsoft launched vitas, win7 and even win8 systems.But there are still many people in the world who need to use xp for life and death!Even the last forced Microsoft will start to stop supporting xp!According to this professor, the Chinese market is a clear proof!A friend of Jia Hongjian tried it as soon as win7 came out, and some people proved that it is easy to use.After no more bugs.After the software supports it.They just went to buy it.Then, Jia Hongjian may be one of the lazy late recipients, he waits for the previous batch of people to prove that it is easy to use.Unless he had a whim that day, he wouldn't change it!It's like he has never used vitas at all!Moreover, after win7 proved countless usefulness, when he was reinstalling the machine one day, he suddenly downloaded a copy on a whim, and then made it into a USB disk for installation, and then installed win7.For him, no matter how easy win7 is, it has nothing to do with him. He is used to using XP!

And when Jia Hongjian has been using win7 for several years, he still has a large number of friends who are using XP!These people just don't change for various reasons!Some people may be the last recipients, they may accept win7 after a longer time, and some people may be diehards, that is, unless xp is no longer available, otherwise they will use it to death The xp kind!

wipe!If you think about it this way, the people from Harvard Business School are still awesome!They actually summed up this social phenomenon into a theoretical model!If so, if Microsoft can recognize this model earlier, then they should cut off the survival of XP in order to promote win7!It should force the last 34% of the final recipients and those conservative fighters to switch to win7!Why wait until win8 and then want to change it?

Sure enough, if you communicate more with the teachers of such a world-class prestigious school, you will be able to learn new things!Up to now, even without the teacher saying anything, Jia Hongjian himself can understand where the problem is—that is to say, now their Yota all-in-one machine is stuck in such a 2.5% trial. When we move to the 13.5% "savvy people"!In other words, the opinions of these 2.5% people and their experience that the Yota all-in-one machine is easy to use have not been quickly conveyed to the ears of the 13.5% people!

Because their product uses a pre-order mechanism, and the pre-order period is almost half a year, people who are willing to try it at the first time, regardless of whether it is good or bad, have basically pre-ordered it!So isn't there no one to support next?Then the remaining people, don't they have to wait for the people in front to prove that the Yota all-in-one machine is indeed worth 2500 US dollars before they buy it!Otherwise, if they don't care if it works or not, they will just order it!

It turns out that Nima's fault lies here!At that time, Jia Hongjian knew what to do!As for their Yota all-in-one machine, when they first started pre-ordering, they sent some machines to magazines or other places, and asked them to help write and promote things like trial experience.But after the rush to buy now, they didn't send the machine over again!I didn't think of a way to promote the ideas of the 2.5% brave people!So the remaining 13.5% people dare not buy it!

Just when Jia Hongjian thought of this, he only heard the teacher add a sentence: "The situation of your company is a bit special, because the price of products is relatively high, so the situation of your company is different from other companies. It is easy for a company to get stuck in the market promotion after 2.5% and 13.5%. Of course, this number is not fixed, but basically when a company has a potential market share of 15%-20%, it will encounter an atmosphere. Wall. They will encounter that they cannot spread the experience and word-of-mouth of the 2.5% brave and 13.5% early adopters to the latter 68%... and your company's special situation is that it is stuck between 2.5% and 13.5% In the middle of %..."

wipe!There is such a principle!Jia Hongjian is now an eye-opener!At this time, Jia Hongjian didn't even need the teacher's advice, he directly came up with a set of methods to solve the current crisis!At this time, he stood up, turned around and was about to go out, but stopped immediately after taking two steps, then turned to the professor and said: "Teacher... Thank you! According to our Chinese language, this is a conversation with you , better than ten years of reading! Thank you!" Then, Jia Hongjian dragged the old man Olsen to the ams headquarters in a hurry! (To be continued..)