In the era of inventory involution, is it difficult to revitalize dormant old users and convert them?

Lack of traffic is a dilemma HE Tuber faced by both large and small companies today. The key lies in how to quickly tap the value of existing users of the platform and achieve commercial realization. Combined with a certain sinking market project that has been operated in the past, transformation is carried out around the platform stock, looking back at the project, and summarizing the replicable methodology.

Note: Partial data display of the project

When working on corporate projects, the problems faced are complex. Different industries and different projects have different difficulties, and it is difficult to solve all problems with one method. If you have to ask me to give an answer, the only way I can think of is: system. Build a complete operation/marketing system, use systems and frameworks to limit the scope, and reduce the probability of errors.

A complete operating system can currently be summarized into six elements: operations, users, brands, people, goods, and sites. The core is the operation linking users and brands; the extension is implementation around people and goods.

In-depth operations, the core of stock conversion.
Users, the operational foundation of stock conversion.
Brands, bringing stock conversion one step closer.
People, the first element of stock operation.
Goods, the foundation of stock
conversion. Field, the conversion touch point of stock operation.

Operations are no longer just the operations of the Internet. After 10 years of practical marketing experience, my initial understanding of operations was more focused on the Internet, where operations link users and products. But as I do more and more projects, my understanding of the problem gradually deepens.

If you think based on your own experience in the fields of traffic, products, private domains, content, and activity operations. I think it is OK to operate and link users and products. If you go up to another level. Beyond the scope of Internet operations, operations must solve the relationship between users and brands.

I have come into contact with some companies that are relatively new to Internet marketing. Operations must not only complete the growth and conversion of initial products, but also create brand value in the process. Strengthen the spread of brand value and be more conducive to long-term user links.

If the project has a growth cycle, the cycle range includes the pioneering period, the breakthrough period, the growth period, the maturity period and the final decline period. Further simple division can be divided into "0-1" stage, "1-10" stage and "10-0" stage.

"0-1" stage. It belongs to the early stage of project exploration and requires a deep understanding of platform users and business. Find the exclusive solution for the project, discover the project's breaking points, and get the project through. "0-1" is also the most difficult part.

"1-10" stage. The project has been completed and has entered a period of rapid growth. In addition to doing a good job in current projects, we must also be prepared for danger in times of peace and plan the second growth curve in advance. No one can guarantee that a successful project will always be in a state of high growth. When the opportunity is favorable, consider a few more steps in advance.

"10-0" stage. The project gradually enters the maturity stage and decline stage. Business began to stabilize, and even profits continued to decrease. If the project's conversion continues to show no growth, timely adjustments must be made to maintain stable cash flow, and the team's energy needs to be gradually transferred to new business.

Having a user base is only the first step in conversion. Just like traffic is always just a part of business. Whether you build traffic around products or build products around traffic, the difficulty of conversion in the later stages is quit