I Have 100 Million Stores

Chapter 268 "Version Update Instructions"

The style of Shiwang Group this time is uncharacteristically. There is no pre-publicity warm-up for the update of the APP, and even the most commonly used offline store posters are not done.

It just released a system update notification announcement in the 'Shiwang Brand APP' and pushed it to every registered user of the APP.

In fact, it is not just this time. The previous results of the "Blind Charging Guess the First" event, the third "Hundreds of Stores Open Check-In" activity, and the third "Blind Charging Guess the First" activity, etc., Shiwang brand is The notification through the APP system information does not go through external publicity channels.

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

He has already begun to intentionally release important news on his own APP, using this kind of important news to attract users to open the APP more frequently, and at the same time let the "news" section on the APP bubble up, otherwise This section really doesn't exist at all.

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

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

In layman's terms, this is actually the development of a user habit.

User habits are a core concept of the Internet, and they are also something that countless Internet products are eager to pursue.

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

For these, ordinary users may not be aware of it, or they have not delved into it or thought about it.

It feels like this has nothing to do with them, but it is not. In many cases, you may have been controlled by your thinking and affected your self-control without knowing it.

To put it simply, as long as the user develops the habit of using APP, as long as he is free or idle, the thoughts in his mind will drive him to open the APP that he often uses.

Even if he can't do anything 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 on it.

Short video apps such as Douyin and Kuaishou, as long as you are bored, even if you don’t want to watch them, you will just click on them and watch them.

Consulting apps such as Toutiao and Netease News, even if you have read all the news today, you can’t help but click on it to refresh it.

Novel APPs like Starting Point and so on, even if you can’t find the book to read,

I'm thinking about going back again.

Not to mention games or something, even if you lose a lot, you can't stop your heart from playing games.

There are many examples such as this, which are the value embodiment of user habits.

In addition to driving actions, habits also have preconceived concepts brought about by habits.

Take the food delivery platform as an example, when a person is used to Meituan or is he hungry, he will probably use one of them frequently, but is less interested in the other, and may even subconsciously deny the other product. .

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

From the side, this is actually the embodiment of user stickiness and the fundamental reason why it is difficult for mature Internet products to be caught up by latecomers.

In technical terms, this is also the barrier established by each app, and it is generally difficult to be surpassed, unless you make a big mistake yourself, or another platform burns money to snatch users.

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

Pinxixi has made a bloody breakthrough with cheap prices. While having a price advantage, it has also accurately found the entry point, and quickly expanded the number of users by sinking into the market in third- and fourth-tier cities, or even fifth- and sixth-tier cities. , Taobao quickly accumulated a group of users before it even reacted.

When Pin Xixi started to take shape and Ahri realized it, it was already very 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 with Ari in the dark, 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 can only disgust you, Penguin feels very profitable!

Therefore, with sufficient sources of funds and Penguin's various drainages for Pinxixi's follow-up burning of money, it is already difficult for Ahri 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 Pinxixi can be regarded as a successful case of burning money at the textbook level.

Of course, Ahri's dominance is not that easy to shake. User habits like Taobao have been developed for so many years, so it is naturally impossible to be subverted and replaced so easily. After getting used to Taobao, people have a new habit of bargaining.

But because of this, it is even more commendable to be able to blaze a trail in front of Ahri's almost monopolized market position.

Looking back, everyone should understand that it is often said that burning money to fight price wars is for market share, and one of the corresponding aspects of market share is actually to cultivate user habits.

At this moment, Cao Xingyu has begun to intentionally cultivate the user habits of the 'Shiwang Brand APP'.

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

The check-in medals designed before are actually one aspect.

The takeaway function is naturally also an aspect.

The functions of checking the balance, checking the queue, and checking the store information are also one aspect.

To put it simply, the starting point of all these matters is the same, which is to cultivate user habits and increase user stickiness.

The multi-function is 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 we develop habits.

In the final analysis, it is an incremental relationship.

And only when users one by one develop the habit of using the Shiwang brand APP every day, what Cao Xingyu wants to do in the future will become much easier.

At the same time, the higher the user's dependence on the 'Shiwang Brand APP', the higher the user's stickiness will naturally be, which will become his real trump card.

These will be transformed into his barriers.

To put it more transparently, only in this way, like Taobao under Ari and WeChat under Penguin, Cao Xingyu has a similar national-level product in his hand, can he really kill the Internet where the overall situation is determined and the giants are clear. Break out of the encirclement and become a new giant.

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

For example, in the early days of Ali, when Taobao was first launched 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 needs more than a thousand cameras, but online purchases only cost seven or eight hundred.

Now, the 15% discount is not worth mentioning in the war of burning money, and it can’t even be ranked. But in the era when the Internet was just emerging, this discount was quite astonishing.

However, this 15% discount did not last long. After a certain effect and a certain number of users, Ari canceled this subsidy for merchants.

Instead, people spontaneously attract customers to the platform through word of mouth, and some smart merchants take the initiative to lower product prices, and Ari began to sit firmly on Diaoyutai.

In fact, this also confirms 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 Ali quickly accumulated a large number of customers in the early stage and cultivated a group of loyal users.

After users develop the habit of online shopping, everyone will be familiar with what happened afterwards. Taobao has become Ahri's most profitable machine, and it has achieved the ultimate in various advertising, sorting and other services that make money.

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

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

He had indeed done this before.

It's just that with the passage of time, Cao Xingyu's thoughts have changed a lot.

This is also a very normal thing.

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

The reason for this change is that after Cao Xingyu analyzed the current situation, he found that it is not necessary to pursue excessively and arrange publicity channels at this stage.

Because his core is not how much fame and popularity.

Of course, it doesn't mean that popularity is useless. The more famous this thing is, the better.

It's just that Cao Xingyu feels that the current popularity is of little help to him.

In terms of his current industrial layout, all assets are concentrated in Beicheng District, Sansha City, and he feels that the existing reputation is completely sufficient.

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

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

In other words, what Cao Xingyu wants now is to play steadily and not to aim too high.

Of course, it doesn't mean that Cao Xingyu immediately rejected the previous plan for layout and publicity, but just adjusted the policy a little bit, or made the division of labor and sequence clearer.

For some activities and announcements of the Shiwang brand in the future, the APP will be used as the only official voice channel.

This kind of matter is directly related to the members, and the attention of the members is high. To release all these news through the Shiwang brand APP can help them develop the habit of paying attention to the Shiwang brand APP.

As for the news of the new store of the Shiwang brand, the promotion of the new store, etc., it can be publicized through Ye Xiufei's UP main account, the newly established official channel of the Shiwang brand, and other third-party promotion channels, and the APP will also announce it simultaneously. .

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

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

So what Cao Xingyu actually wants is just a time difference, and it is enough to highlight the immediacy of the APP.

For example, if there is a one-hour recharge promotion in the APP notification, only those who have seen the event in the APP can know the news immediately.

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, it is obvious 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 it must be controlled to a certain degree.

Pushed system messages must be valuable, not frequent spam system messages. Pushing too many worthless messages will only be counterproductive. Instead, it will make people block the push notifications of the APP, or even stop paying attention. Your system notification.

In this way, the user habit is not developed, but it will leave a very bad impression on the user.

So in this regard, Cao Xingyu has set a very strict rule. Only some big events or major updates, the content of which can arouse heated discussions among members and create a sensation, can be pushed through the APP.

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

Only by using these news that are deeply related to the interests of members can they not feel 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 simple.

"Respected members of the Shiwang brand, hello everyone."

"I am very pleased to inform you that this time the Shiwang brand APP will be upgraded from version 1.0 to version 1.1."

"If your APP is not set to automatically update, please go to the App Center to update it yourself."

"This update is as follows:"

"1. New Shiwang brand take-out function."

"2. Added a personal check-in wall function."

"3. New store real-time video viewing function."

"4. Optimize and fix known bugs."

The entire notice is less than ten lines long, extremely concise, not even a detailed introduction of the functions.

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

In his view, the message is as simple as possible.

After all, on the Internet, people's patience is very limited. Everyone's temperament is far less patient than in reality. The overall environment of the Internet is a relatively impetuous environment. Most people are more accustomed to extensive news. The more it is, the less interesting it is to watch.

The shorter the news, the more people will follow it.

In addition, at this stage, most of the Internet users are veterans of the Internet. They have used tens of hundreds of APPs, and all of them are experienced. There is no need to explain these updates in detail one by one. Let users explore by themselves. Well one way.

And as time goes by, when more and more people click on the APP and see this announcement,

A large number of Shiwang brand members quickly updated the APP, and then explored those new functions,

It didn't take long, and immediately aroused heated discussions!