The annual double eleven curtain call, handed over a beautiful growth data. When we focus on the familiar consumer goods industry, especially the beauty industry, it is no surprise that we find many new and cutting-edge brands that are growing rapidly. Of course, along with these new and cutting-edge brands on the list, there are also many mature and old brands off the list. Since the beginning of this year, feng shui has turned, the Internet boom has gradually receded, and the consumer goods industry has become the darling of investment. Fundamentally, what the investment community is concerned about is - what are the key factors and models for success in this industry? What is the Bulk SMS Service success of the consumer goods industry? Why did it fail? Not only are investors curious, but brand traders themselves are also researching this fundamental question day after day: who affects my brand life? How can my brand get started? How to grow fast? How to keep growing? What problems will be encountered in the life cycle? How long will the life cycle be? When we observe the industry situation in the past three years, we will find a relatively obvious phenomenon: The rapid start of a brand often stems from great penetration; and when great penetration reaches a certain stage, it will encounter the so-called "brand power" problem of diminishing marginal utility; and declining brands often encounter brand power and great power The double problem of penetration, or to be precise, is that the brand power is not solid at all. Once the strength of the big penetration is relaxed, once the traffic support is reduced or delayed, it will immediately reflect the decline in sales. If the economic model is used, it is probably: Continuous brand growth = α+β1 great penetration + β2 brand power + β3 great penetration X brand power + μ The rapid start of a brand often stems from great penetration First of all, the rapid start of the brand often stems from great penetration. Looking at the consumer goods industry, especially the beauty industry, whether it is the previous generation of Han Shu Han Hou Natural Hall, or the new generation of HFP Perfect Diary Winona, etc., the fundamental growth drivers are similar-big penetration.

First, the group fission model has lower customer acquisition costs than the traditional telemarketing model. for example: For a traditional educational institution that does k12 online education math track, the cost of getting a phone call is 100 yuan. The cost of getting a WeChat personal account friend is about 100 yuan, but based on the mode of group fission, one WeChat friend can fission into three WeChat friends. That is to say, for the same 100 yuan, you get one user, but who to learn from has gained 4 users. It means that your customer acquisition cost is 100, and who to learn from is 25, which is 75% lower than the traditional customer acquisition cost. Of course, friends who are in the market know Bulk SMS Service what an advantage it is that the cost of acquiring customers is 75% lower than that of competitors. Second, in terms of course products, large classes are more profitable than 1V1 and small classes. Who to Learn Not only has optimized the enrollment model, he has also improved the course products, changing the previous 1v1 and small class classes to a high-profit double-teacher model for large classes. In the past, a teacher could only serve dozens of students, but now a teacher can serve tens of thousands of students, making the human efficiency of the large-class model much higher than that of the small-class model. In this way, based on the model of delivery + group fission + personal account/group conversion + large class, GSX not only has lower customer acquisition costs than the traditional model, but also higher profit margins. This is why GSX grew rapidly in 2018 and 2019 and finally went public. Zebra English and walnut programming: launch + low-cost class + group conversion In 2018-2019, several institutions are also very popular, that is, institutions mainly based on the low-cost training camp model represented by Zebra English, Long-term Investment, and Walnut Programming. Their basic business model is: delivery + low-cost courses + group conversion. In the low-cost course business model of this training camp, there are two core fission scenarios: one is to increase the purchase of low-cost courses through fission; the other is to guide users to share in the operation of WeChat groups. How to get more students to buy courses through fission How to get more users to buy courses through fission?

In fact, there are many articles about fission, why should I rewrite an article about fission? I found that many people talk about fission mostly based on an operation method, such as how to do task treasure fission, how to do group fission, how to do distribution, and rarely based on the business scenario of an educational institution, to see what different fission methods play. For what it is, this article of mine tries to answer these questions for you. There are many ways to play fission, Bulk SMS Service such as grouping, distribution, task treasure, group fission, and gathering praise. But there are actually only a few that can really be combined with the business scenarios of educational institutions. I will cite a few representative institutions and see how fission gameplay helps them achieve success. content: Who to learn from: delivery + group fission + personal account/group conversion Zebra English and walnut programming: delivery class + low-cost class + group conversion How task treasure is applied to the business scenarios of the education industry Who to learn from: delivery + group fission + personal account/group conversion When it comes to fission, we have to talk about who to learn from. Learn from the model of investing + group fission + personal account/group transformation + large class class, from the brink of bankruptcy to NASDAQ listing. From several consecutive years of losses, it has become the first company to achieve profitability in online education. This enrollment model may be his trump card. There is a basic set of enrollment models for education: investment + sales conversion. We get sales leads through Baidu placement, information flow, and new media, and then follow-up and conversion by sales.