Top of the big era

What kind of business is the easiest to capture consumers?

It is nothing more than stimulating, exciting, and able to stimulate people's impulses and desires.

To put it more bluntly, it is pornography, drugs, and gambling.

Definitely not illegal.

It is necessary to use the mechanism behind this to carry out proper evolution and development, and become a legal, healthy and positive business.

Currently, Zhou Buqi is doing all three of these businesses.

Huang, this is the most human thing.

For example, beauty live broadcast, Helo making friends, friends looking for friends, etc., are all in this category. It also includes embarrassing jokes and secret circles.

Drugs, in essence, are addictions.

For example, cigarettes, alcohol, and betel nuts are soft addictive products. In addition, there are two categories that are hidden deeper, one is sweet and the other is spicy. Both sweetness and spiciness can be addictive. Some people drink carbonated drinks every day, and some people eat spicy strips every day. The milk tea of ​​Yuanwei Group focuses on sweetness.

Gambling is actually an unpredictable reward mechanism.

This is a relatively in-depth psychological research, and it is the most deeply researched and most widely used marketing method in the Internet industry.

The most typical is the recommendation mechanism of Toutiao.

For a self-media article, if the platform provides a steady stream of traffic, the creator will be numb, and one day if there is less, the platform will be scolded.

Changing it to uncertainty can greatly improve the situation.

When I was about to give up after waiting for a long time without getting traffic from the self-media, a wave of recommendations came suddenly, and a big gift was given to bring the creator back to life.

When the creator is fully motivated, use the same method to stimulate other people.

As long as it is stimulated from time to time, everyone will be full of chicken blood, and everyone will try their best. If you get the traffic, you will work harder. If you don’t encounter traffic, you hope to meet it next time.

Just like playing mahjong, if you lose every day, you will definitely stop playing. If you lose for three days and win for one day, you will be very excited, and your mahjong addiction will become bigger and bigger.

In any case, the traffic is limited and not enough. The secret of "gambling" is to stimulate the greatest motivation of content creators with the smallest cost.

Another example is giving out red envelopes.

10 yuan is given to 100 people. If each person is given 10 cents, it is really too little, and I don’t even bother to collect it. However, if it is a random red envelope, some people may get 9 yuan, and some people may get 1 cent, depending on luck.

In this way, everyone's interest will be greatly increased, and they will go to grab the red envelopes one after another.

Obviously, when Wu Yu bought these gashapon figures, he played the essence of "gambling" to the extreme.

Toss down.

What to buy? have no idea!

Really been waiting!

Because of uncertainty, it can stimulate people's greed and give people the illusion of "I will definitely be able to buy the figure I want this time".

When I got it, I didn't like it, and I was a little disappointed. Then immediately put the expectation into the next coin toss.

If it is to launch a whole set of "Sailor Moon" figures for everyone to buy, the enthusiasm will be low.

Once you buy it, it's over.

Using this random selection and uncertain lottery mode can greatly stimulate consumers' eager desire to collect a complete set, and greatly increase their sense of expectation.

Consumption power has also greatly increased.

This business model originated in Japan.

The first is the lucky bag.

When shopping malls do promotions, they will put some uncertain products in a bag, some are expensive and some are cheap, and consumers will buy them, which can stimulate consumption and enhance entertainment.

After that, it's a gashapon.

Later, Gacha was promoted to Hong Kong and Taiwan, and then to the mainland.

Chinese people are best at imitating and innovating.

The gashapon is too weak.

Not refined at all, not pretty.

It coincided with the rise of the domestic two-dimensional culture, and both stations A and B became popular. In this social environment, blind boxes appeared. Soon it swept across the country, triggering a wave of consumption frenzy.

Then, the Japanese also borrowed and imitated from China, and also launched a variety of blind box games.

For example, Japan's beauty products are very famous, so they came up with a beauty blind box, which is very popular.

It’s only 2008 now, and domestic stations A and B have not yet appeared, and the two-dimensional culture is still too small to be small. Moreover, the society is still developing at a high speed, and the annual GDP growth rate exceeds 10 points, which is an era of great struggle of all people.

The popularity of the virtual two-dimensional dimension is largely due to the unsatisfactory real life, and young people have to seek satisfaction in the virtual world.

The current domestic economy is booming, and the financial crisis has not completely broken out, and it has not yet reached this level.

Not in Japan.

In the 1980s, Laomei was involved in a wave, and it was over. It became 20 years of disappearance. The economy was sluggish, the society was under great pressure, the involution was extremely serious, and it entered an aging society ahead of schedule...

Rigid market, solidified class, oppressive social atmosphere... Under such circumstances, Japan's two-dimensional culture is flourishing.

At this stage, blind boxes are definitely not available in China.

There is a big market in Japan, which is no different from ten years later.

In this situation, JD.com Japan might as well use the second dimension as an entry point to enter the e-commerce market!

Unexpectedly, Wu Yu's playful heart suddenly provided new inspiration for Zhou Buqi's business ideas.

"Get dressed, let's go!"

Zhou Buqi was very happy and pulled Wu Yu to go out.

Wu Yu blinked, "What are you doing?"

Zhou Buqi smiled and said: "Didn't you say that there are still a few figures of this Sailor Moon missing? Let's go and buy them all. By the way, buy a few more series."

"real?"

Wu Yu's eyes were shining brightly, very excited.

Zhou Buqi said proudly: "Of course it's true! This time, let's buy hundreds of thousands of them and bring them back to China! Sister Bao, are you going too?"

Xue Baoshan shook her head lightly, "I'm a little tired."

Wu Yu went over to pull her up, "Let's go, let's go together, it's interesting!"

The three of them got dressed and set off again.

Aunt Xue was dumbfounded.

What happened to these people? How old are you, and you still go shopping for toys like a child?

...

The next day, Aunt Xue, Wu Yu, Xue Baoshan, and Ning Yaxian packed a plane back home with seven or eight suitcases.

Zhou Buqi stayed behind.

Sister Wu Yu provided him with a wonderful idea, which gave him a sudden inspiration and planned to determine the development strategy of e-commerce together. He even called Liu Qiangdong and asked him to come to Tokyo.

Before Liu Qiangdong came, Zhou Buqi made a detailed investigation of the Japanese e-commerce industry.

The results obtained were mixed.

Japan's e-commerce is relatively backward.

However, this is only a backward model. The Japanese e-commerce model is very traditional, no different from the TV shopping, newspaper shopping, and magazine shopping in the past.

In Japan, these sales methods are collectively referred to as "communication sales", that is, "communication sales", and the shopping modes of communication methods such as TV sales, shopping guide magazines, newspaper advertisements, telephone shopping, and online sales are all the same!

A product of twenty years ago.

Very traditional, very backward.

This is the downside.

At the same time, there are advantages.

Tradition means stability and maturity.

In Japan, there are no such concerns.

Tonghua has three characteristics: first, the product quality is highly reliable; second, after-sales is guaranteed; third, the sales process is standardized, and there is no distinction between "original order", "last order" or "licensed goods" or "parallel imports". .

These advantages ensure the safety and reliability of Japanese e-commerce.

Japan's largest e-commerce platform is Rakuten, with 50 million member users (members are free). Then there are dozens of profitable e-commerce platforms.

Any supermarket or retail store can open its own e-commerce website.

Under such circumstances, it is not surprising that Yi Bei came to Japan twice and failed twice. Amazon is also struggling.

The existing e-commerce system is already very mature. If outsiders want to break through, they must use some means. Or, like Amazon, persist for ten years, operate at a loss, and slowly build a brand and service to form user reputation.

Or... it is necessary to surprise and win!

With persistence and accumulation for a long time, it is difficult for JD.com Japan to be an opponent of Amazon. It has to cut through the mess quickly and use some special means to conquer this market.

How to win by surprise?

This is relatively simple for Chinese people.

There are all kinds of tricks, and if you borrow a few tricks casually, it will be enough for Japan for decades.

After going to Jingdong Japan, Zhou Buqi's two-dimensional entry was immediately approved by Liu Rui.

Liu Ruidao: "Japan's e-commerce environment is very good, the metropolitanization is very good, the population is highly concentrated, and the transportation is developed. At the same time, there is also a disadvantage, that is, the offline stores are too developed. Various retail stores and convenience stores can Provide the most extreme service and be able to provide a sufficient variety of commodities.”

After a pause, Liu Rui continued: "According to our survey, Japanese online shoppers mainly fall into three categories. The first category is retired elderly people and housewives, who stay at home all year round and it is more convenient to deliver goods to their door; the second category, Dual-career families, where the husband and wife both work and have no time to go shopping offline; the third category is the two-dimensional group, who avoid society and prefer the virtual world.”

Zhou Buqi asked, "What is the proportion of these three categories?"

Liu Rui gave a thumbs up, "Young people under the age of 35 are the main group of online shopping."

Chen Dong said with a smile: "Japanese shopping is not only online shopping, but also sales on various communication platforms. The elderly and housewives watch TV at home every day, so they are more likely to be induced by TV shopping."

Zhou Buqi curled his lips, "It's all a product of more than ten years ago."

Liu Ruidao: "It is true that the entire retail industry and other platforms are shrinking, and the share of online shopping is increasing. Although Japanese society is rigid and solidified, it will eventually improve with the times. You can ride the ride of the times. Yi Bei returned to Japan last year because he saw an opportunity."

Zhou Buqi nodded, "Okay, when Lao Liu comes over tomorrow, let's talk about Jingdong Japan's grand strategy. In this situation, I think it's not enough to just do B2C!"