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爆款打造:制造风口还是追逐风口
一说起爆款,但凡是卖产品的企业眼睛都瞪圆了,什么?我们家的产品成了爆款?太好了,年终奖发双倍。爆款意味着销量暴涨,收入的暴增。
过年去汕头旅游,看到一个不到五平米的小奶茶店,驻足拍照的人可真多。别看人家面积小,坪效可能比海底捞都要高,因为处在旅游景点的黄金地段,人流量超级多,加上本身又是一个网红店,那个小店简直就是一台印钞机。
这就是爆款的好处,不愁客户,不愁销量,更不愁发展。
以前我觉得做爆款就得自己做风口,通过自己花钱找人种草、投放软文、投放平面媒体的广告等等,把自己产品的风口炒起来,从而形成爆款。
后来做了电商,每天、每个季度、每年都会遇到风口,开始觉得,与其自己制造风口做爆款,不如追逐风口做爆款,这个操作更简单,回报也不少。
01■制造风口和追逐风口,各自的优势
首先我们要明白,我们在利用风口时,无非是两种情形,要么自己造风口,要么追逐风口。两种方法,都有各自的优点。
制造风口是赢家通吃,比如你做了一个无糖概念的风口,你的产品又是无糖领域的霸主,但凡是无糖主义的用户都会买你们家的产品,当然也不排除有跟风者,不过这些跟风者的市场份额连你的零头都不到。
我记得很早之前有一个无糖茶饮料,不温不火的,眼看就要被裁掉了,结果无糖风口来了,一下子咸鱼翻身,躺赚。
追逐风口的好处就是船小好调头,以电商为例,风口可以说是每天都有,前段时间的消毒枪、试纸、仙女棒、夏天的呲水枪、防晒霜、冬天的护手霜等等,风口一个接一个,不要说每个都赶上,你抓住一个就够吃一年的了。
像那个艾草,几分钱成本,风口前几块钱没人买,风口来了,几十块钱一单不够抢的,风口真的追到了,你发货都发不过来。
风口就跟开公司一样,制造风口是做老板,追逐风口是跟老板混。公司如果做起来了,老板吃大肉,跟老板混的吃小肉。
公司如果没做起来,老板赔了全部,跟老板混的还可以找个新的老板继续去跟着混。这就是两者各自的优势。
一个风险高但是回报高,一个风险小但是回报也小。
02■制造风口和追逐风口,各自的劣势
就是上面所说,制造风口的投入着实不小,不适合小公司玩。还有一点是,小公司如果运气好做出了风口,很有可能是为大公司做嫁衣。
有这样一个故事,一个卖鱼丸的小摊贩摆了好几年摊也没赚到多少钱,后来他摆摊的路口修路了,更宽敞更干净了,路过的车辆也多了,停下来吃摊贩鱼丸的人也多了。
渐渐的大家发现,这里有个鱼丸需求的风口,于是一下子开了四五家鱼丸店,小摊贩是户外的小篷子,别人是精装的屋子,结果生意都被后来者抢去了。虽然风口来了,但是小摊贩赚的比以前更少了。
制造风口投入大不说,成功率也低。先不说制造一个风口需要投入多少钱,就说人这样一个神奇的动物,有没有打造风口的能力还是一个问号。
制造风口需要操盘人对社会的运行有很强的认知,这除了阅历,更多的是天分,没有敏锐的洞察力,无论如何训练都把握不住这盘棋。
人才加资金是制造风口的必备条件,很多企业并不具备这两个条件,却想着制造风口,从一开始结局就已经注定了。
而追逐风口的劣势呢,同样需要阅历,不过这个阅历比制造风口门槛低很多,你在一个行业待个一年,什么时候有风口就知道的差不多了。如果这个行业一直没有风口呢?那就没办法了,可能此生就这样过了。
追逐风口是跟着风口跑,我以前喜欢跟着大风口追,后来发现,当我们以为自己追到风口时,其实是别人风口的庄家准备割韭菜了,那根本就不是风口,而是镰刀。
而遇到了真正的小风口,它的最大的劣势是不可捉摸,如果没有很好的预见性,只能凭运气了。
今年鞭炮是不是很火,我看过一个类似的案例。
一个鞭炮厂开了好几年了,前三年是一直亏钱,觉得生意这样下去不是办法,前几个月就把工厂关了,营业执照等资质都注销了,结果市场行情大家都看到了,这人的肠子都悔青了。
这种小风口连行业里的人都猜不到,更何况外人呢?追逐风口我的理解是运气和眼力各占一半。
03■制造风口还是追逐风口?
又到了做选择题的时候,生活中的选择题不像数学题,有个标准答案。
生活中的选择是根据自身条件来选的。比如大学毕业后去上海还是去北京?不是你自己决定的,而是你在上海还是北京的亲戚或同学决定的。
在哪里有熟人一般就会去哪里。你选择的条件是基于自己的背景来的,同样选择制造风口还是追逐风口也是看个人的资源和条件。
假如在一个小公司,选择制造风口就不合适了,制造风口的广告预算以亿为单位,你可搞不来,就不要做这个梦了。而追逐风口呢?
做电商更多的是考验供应链的能力,小风口虽多,也未必那么好抓。
就以上文说的鞭炮为例,单说那个资质就难倒了很多人,我身边也有想过年期间在朋友圈卖卖的,一看到处罚条例,就放弃了。门槛太高,看的到,抓不住是常态。
制造风口和追逐风口似乎都不好做,那我们要如何选择呢?其实不好做是好事,如果门槛很低,岂不是每个人都赚到了,那每个人赚的就少很多了。
有门槛我们要做的就是想办法提升自己跨过门槛的能力就可以了。当你具备了制造或追逐风口的能力,依据个人能力就可以选择了。
文章引用老虎讲运营,作者老虎讲运营,如有侵权联系删除。
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- CONNECT:[ UseTime:0.002024s ] mysql:host=127.0.0.1;port=3306;dbname=aming_new_hlidc_;charset=utf8mb4
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