A reader asked this question, and I think this question may be very important to him, so I should say it.

The question is this:

There are a group of users who have fan resources but don't know how to use them. The so-called fan resources may be fans of WeChat official accounts or people who have added QQ groups, which are accumulated all the year round, ranging from hundreds of thousands to hundreds of thousands. It may also be pulled by a physical store. Something like this. It's not a strong relationship. What do you suggest if you want to transform and sell this fan resource? I am more like the logic of this operation chain. There are several links to follow. What can the operation do in it?

The answer to this question is both simple and complicated.

Simply put, it is a lyric:

There are many things in the world, and I only love you. (Tu Honggang's Farewell My Concubine)

It's complicated This is today's article. I hope it inspires you.

The basis of the transaction

The same piece of meat, the same part, the same quality, the same weight, the supermarket price is 30 yuan, and the new butcher king in the vegetable market price is 30.

When you decide to buy this piece of meat, what will you do first in supermarkets and food markets?

Don't say anything, just pay with your wallet or mobile phone.

What meat is so expensive? Let me reduce the price first.

See if other cheap meats have similar parts, qualities and weights.

For some people, it is foolish not to try to bargain, but for these people, it is even more unreasonable to bargain in the supermarket.

But for others, neither the vegetable market nor the supermarket bargains.

Of course, the opposite of this group of people is naturally that both the food market and the supermarket should try their best to bargain, otherwise they will feel that they have lost.

Things with the same quality and price have different credibility in different scenarios.

Therefore, there are two very important conditions on the basis of the transaction.

The first is supply and demand.

In other words, I have a need to be met, and others can provide me with a solution.

The second is trust.

That is to say, I want to believe that the price I pay is an effective supply to meet my needs.

I'm hungry and want to eat. Usually, I'm hungry, because take-out is the easiest thing to do, and I don't have to walk over and come back, and I don't have to choose vegetables to cook and wash dishes.

Because my demand is simple, that is, to fill my stomach. I don't care if it's cheap or expensive, and I don't care if the ingredients are handled hygienically.

However, if I want to invite my friends to dinner today, I will probably not order takeout when I am hungry. In the worst case, it will be KFC and McDonald's own takeout.

Although the basic demand is to fill the stomach, at this time, the demand is actually complicated. If you invite friends to dinner, first, you should not be too shabby, and second, you should be clean and hygienic. Therefore, if you don't have time or it's inconvenient to go to a restaurant, it's most appropriate to order a big brand of fast food takeaway yourself.

If this friend is so important that take-out can't be solved, then I'll invite him out for dinner. At this time, it depends on what kind of person this friend is, and it becomes important to have dinner with him and what problems you want to solve.

The reason is that in the process of establishing the relationship between supply and demand, there are many variables that affect trust.

If you just eat to fill your stomach, you will believe the simplest one: the platform can't pit our users like this, can it?

When friends have lunch together, trust to take a step forward: the platform is unreliable, and the brand can't fool itself, can it?

When an important friend agrees to have dinner together, this trust becomes: I will book this meal in which restaurant can bear my trust and help me make this thing beautiful.

Why AliPay, Ant Financial, etc. As long as the user questions the right to know and personal privacy, take the lead in apologizing immediately?

Because they are financial and credit products, their survival is based on user trust. So what they are most afraid of is the concept that users have no trust in the brand.

So if you want to promote the possibility of trading, you must find ways to make users trust you, so you need to introduce how to build trust.

Relationship and trust

There are some misunderstandings in the original question.

Strong relationships may not bring transactions, and weak relationships may not be converted into cash.

How to understand the above sentence?

Offline scene.

I have three best friends, one of whom started selling insurance two years ago. It is said that we grew up wearing open-backed pants, so we should all support him to sell insurance, but in fact I have never bought insurance from him. Why?

Because he is in his hometown and I am in Shanghai. Subjectively, no matter how much I want to support his career, I can't be his insurance performance because of the barrier of physical boundaries.

Online scene.

There is always not enough charging cable for iPhone. I need one at home, one at the office and one at my mother-in-law's house, so I need two charging cables besides the one that comes with my iPhone. At this time, I want to buy two more.

I often buy coffee powder in Taobao shop, and I have traded with my boss many times. The relationship is relatively strong, but I am unlikely to go to this boss and ask him if he sells the charging cable of iPhone, so I can only look around and finally decide to buy the charging cable of Amazon's own AmazonBasic brand. The quality is more guaranteed.

Amazon doesn't need to bargain, so I don't have a strong relationship with Amazon, but it doesn't prevent me from buying charging cables on Amazon.

Therefore, whether the relationship between users and platforms is strong or weak is not a necessary condition to decide whether users have transactions with platforms.

And sometimes, it is not the users who directly trade with the platform, but because there are users, so the platform can realize the logic that the wool is on the pig and the dog pays the bill.

However, although the transaction itself does not need the strength of the relationship to support it, there is still another set of logic called:

Trust.

Whether I don't buy small insurance or choose the charging cable of Amazon basic brand, there is trust logic behind it.

I believe that Xiaozi won't cheat me, so subjectively, I think that if Xiaozi's insurance can ignore the region, then I will definitely buy it from Xiaozi, because I trust this person and I will trust his insurance products. However, I may not trust insurance companies.

I trust Amazon Basic because I have bought various brands of charging cables, but Amazon Basic has some advantages that other brands don't have. For example, I don't have to worry about whether Amazon Basic has MFI certification, because Amazon will definitely do it. I don't have to worry about what to do if AmazonBasic breaks down within a few days, because if it doesn't work well, I will return it within 30 days.

Luo Zhenyu mentioned the example of Xiaomi in his New Year speech. The average efficiency of offline stores in Xiaomi House reached 270,000 RMB. What does this mean? How much income can a square meter create? The average efficiency is 270,000, which is equivalent to 4.5 Uniqlo, 6 Haidilao or 6.7 Starbucks, second only to Apple.

The reason is that the brand established by Xiaomi for so many years makes consumers believe:

Xiaomi's products may not be world-class, but they are definitely cost-effective. Into the millet house, choose things with your eyes closed, because it won't be wrong or expensive.

Luo Pang called it cognitive warfare:

Cognitive warfare is to build ultimate trust.

Therefore, it doesn't matter how strong your connection with users is. This is not the point. The key point is whether users trust you cognitively.

In the positioning of books, cognition has always been emphasized.

When consumers are thirsty, what brand do you think of first?

Which brand do you think of first when consumers want leisure?

When consumers want to watch movies, are you the first brand that comes to mind?

Only when a consumer wants to do something, and the first brand he can think of is you, can you achieve it easily. Whether the so-called user relationship is strong or weak.

So next, I want to say two things:

1, how to build trust?

2. How to manage users?

In fact, the way to build trust is very simple, just like making friends with you.

In this matter, in fact, I highly admire Xiaomi and men's socks.

I think most people are familiar with Xiaomi's case, so I will advertise this brand of men's socks.

About five or six years ago, a start-up company in Wuhan decided to produce men's socks.

This is a very vertically subdivided category.

The operation story of men's socks is actually very simple, but there are some highlights worth pondering.

The user group is male, and men are afraid of trouble, so there is no registration process for men's socks, only the purchase process.

The user group is male, and men secretly have some * * * sounds, so every time a male delivers socks, besides socks, he has to have a paper ruler about 15 cm long and two marbles (marbles are gone now, so they are replaced with stickers).

The user group is male, and men sometimes have a little interest, making men decide to make mistakes and making their officials call themselves men and women.

They said they wanted to serve men. Therefore, in addition to the basic models, there are also thickened models for the northern region, bulletproof socks to wear, deodorant socks that won't stink after wearing for a few days, disposable socks that can't be washed out, except socks, underwear blankets and so on.

The interesting thing about this brand is that if you try to use it, you will basically stay and renew your annual fee.

They seriously believe that socks are accessories and consumables, and will not disturb consumers frequently, because consumers will come to them when they need them. They cherish every opportunity to contact users. Only at this time will you know what interesting things they are doing, and the previous games such as ice silk carpet crowdfunding were also achieved in this way.

Of course, you will pay attention to their social media accounts because of their unique interests, and then it is not him who bothers you, but you will take the initiative to understand what they are doing recently.

Trust takes time, so don't think that 1 or two contacts can win the trust of users, which is impossible.

In addition, my transition from JD.COM users to Amazon Prime is actually very valuable. And where is this transition point?

It's convenient to exchange goods in JD.COM, but there's one thing that totally fascinates me with Amazon.

Or a charging cable. There was a problem with the charging cable once. This line had been used for two weeks at that time. Then I tried to place an order and wanted to exchange it. As a result, Amazon shows that it can be returned directly.

So I gave it a try. Even though the packaging was gone, the Amazon courier took the goods away. I tried to explain to him that I wanted to exchange the goods, but the courier was cool and told me directly:

It doesn't matter, you don't need to explain anything, just return it.

Later, there were several similar situations, which need not be explained. After 30 days, you can return it if you want.

This happened at the end of 20 14, when Amazon Prime was opened to China, I directly joined the Prime member-unlimited free mailing in China+free mailing for overseas shopping over 200, which was very cost-effective.

As for the story of Prmie, let's talk about the next topic.

With regard to building trust, we can sum it up as follows:

Insist on being superior to your competitors in some key details, so that users can continue to experience these details. You can build users' trust in the cognitive link.

How to manage users

Let's review the story of Amazon Prime first.

Prime membership was launched in the United States in 2005. The United States is a place where the logistics cost is extremely high and the logistics speed is extremely slow, and the biggest feature of Prime is free +2 days delivery.

Everyone thinks that for 99 yuan a year, selling Prime is a business that will inevitably make Amazon lose money, but the result is surprising.

In 20 16, Amazon's total revenue was136 billion dollars, while the revenue of subscription service has reached 6.4 billion dollars (90% of subscription service comes from Prime membership fee).

Morgan Stanley's research report predicts that about 40% of prime members will spend more than $65,438+0,000 on Amazon every year (only 8% of non-members will spend so much). The report also found that prime members shop 4.6 times more than non-members.

According to the report released by CIR20 15, an American market research company, the average annual consumption of Amazon Prime members on Amazon is 1500 dollars, while the annual consumption of non-Prime members is only 625 dollars, which is more than twice the difference.

Speaking of which, do you think I'm going to start talking about membership marketing again

No, what I want to talk to you about is how to manage users.

As long as you have users, no matter how close or far away they are, you should try to manage them.

Managing users has two meanings:

There are many ways to divide the user layer, such as RFM model based on consumption level, pyramid model, normal distribution model and so on.

The important thing is not which model to use, but to be clear:

What is the user life cycle of your product?

For the life cycle, what stage can be transformed into value realization?

If we look at a product involving transactions, we usually think that the life cycle of users in the product should be like this:

Building awareness-selecting goods-first transaction-delivery-second transaction-sinking and loss

Trading is realizing. What we need to pay attention to is how to stimulate users to complete the first transaction from the cognitive strategy, and after the first transaction is completed, strengthen users' trading desire in delivery and promote the second transaction.

This whole process is an alternating process of cognition-experience-behavior-experience-strengthening cognition-behavior.

Then, in the total number of user groups, there are roughly:

Users who have not yet traded.

Users who have already traded

Users who trade many times.

Users who haven't traded again for a long time

Users who no longer trade

From the transaction to the transaction, we need to pay attention to other users who have already completed the transaction. What good feelings do you have in the transaction and delivery experience? Take them out, standardize them and provide them to other users who have not yet traded.

Continue to iterate until this standardized process can successfully guide users from non-trading to trading.

Similarly, from multiple transactions to no longer trading, there are bound to be some links that bring the loss of users. Find these points, optimize them, and review whether the retention of consumers has changed positively.

There are actually many methods for user behavior management. You can leave a message if you are interested, and I will explain it to you with a list.

Today, we will stop here. I think this is enough to answer this question.

In summary

Today we actually discussed a question:

How can I realize the value of my users when they have no strong relationship with me?

And brother Liang's point of view is:

When considering user-oriented value realization, there is no need to consider user relationship.

What needs to be considered is:

Do users know me well enough?

Are these perceptions enough to support their trust in me?

Is my understanding of user behavior in place?

Do I have the ability to manage user behavior?

If these questions can be answered, the problem of liquidation can actually be solved.

# Columnist #

Sean, everyone is a product manager columnist. Internet practitioner Zhihu V; The author of "Running from scratch". Talk about products and operations, and occasionally go deeper. Share all useful and interesting content.

This article was originally published by everyone as a product manager and may not be reproduced without permission.

The title map comes from unspalsh and is based on CC0 protocol.