As stated in Lean Entrepreneurship, there are three growth engines for enterprises: 1. Sticky growth: retained users continue to transform and repurchase to achieve growth; 2. Viral growth: achieving growth through word-of-mouth recommendation and social effects; 3. Paid growth: growth through paid advertising. Corresponding to today's Internet user operation scenario, sticky growth corresponds to the growth of APP and WeChat private domain, and viral growth corresponds to fission growth (such as old bringing new, recommendation, social fission and so on). ), and the increase in payment corresponds to advertising. First of all, let me share with you how the WeChat private domain has grown. The growth of WeChat private domain is divided into three steps: private domain construction, private domain growth and private domain realization. 1. Private domain construction: The first step of traffic retention and activation of WeChat private domain operation is to retain traffic to WeChat private domain and complete the construction of traffic pool. The essence is to divert the company's users to the information field you operate. After the traffic is retained, users should be kept active to avoid the loss of users. Why should traffic be directed to the WeChat field? Because WeChat is the social software with the largest number of users in China, one is to facilitate users' acquisition and communication, and the other is to make fission growth through users' social relationships. In which scenarios are the users of the company usually distributed? APP, WeChat Ecology (WeChat official account, applet, personal number, corporate WeChat, community, video number), external channels, etc. What are the diversion and activation strategies? The core is the need to provide users with value in the field of WeChat. The common manifestations of this value are: content, welfare and social relations. In addition to paying attention to the hook of diversion, we should also pay attention to the path of diversion. Optimizing the path can greatly improve the utilization efficiency of traffic. The difference between activation and guidance is that guidance is a one-time behavior, while activation is a continuous behavior. Therefore, we must continue to provide value to users. For example, the official account of WeChat needs to send articles regularly, the micro-signal needs to send friends circle regularly, and there should be exchanges in the community. Second, private domain growth After the completion of private domain construction, after the user's retention and activity are stable, use the reach ability of WeChat Ecology to push information with users to promote growth or realization. There are three main growth modes of WeChat private domain: diversion, fission and content. The diversion strategy has been mentioned before, and the fission strategy is emphasized here. (Content acquisition is not involved here. First, it is because it is more about new media operation than growth. Second, because the operation post basically does not have the ability to acquire customers on a large scale through continuous original content, even if it does, it will choose to start its own business instead of adding powder to the company. The effect of fission depends on: user access, sharing rate and innovation rate. The way of arrival is: 1. WeChat official account arrival: WeChat official account tweet, menu bar, after attention &; Automatic reply within 48 hours, template message, etc. 2. WeChat reach: private chat and friends circle; 3. Community reach: group news, group announcements, group names, etc. The sharing rate is mainly influenced by the activity planning. First, activities are valuable to users and can give them the motivation to participate. Secondly, activities are simple for users, which enables users to participate. Attention should be paid to the design of the activity process here. Generally speaking, let the user feel that the return he gets is greater than the cost of the user. Give two kinds of fission games that are common in the field of WeChat, namely, official account fission of WeChat and community fission. The most common way to play the official account of WeChat is to help. Basic flow: activity push-> old users scan the QR code of the poster-> WeChat official account reply activity rules+share language+share the poster-> old users share the poster and friends scan the code to help, and X people get rewards-> new users repeat the above process to form fission. Two ways to play social fission: the first is to share and forward. Basic flow: activity push-> old users scan the QR code of the poster to join the group-> group automatic reply activity rules+share language+share the poster-> old users share the poster in the circle of friends or send it to XX group, and the screenshot is returned to the group-> old users are rewarded after operation audit-> new users repeat the above process to form fission. The second is to join the group. Basic process: initial user group (generally/kloc-about 0/00 people)-> pre-heating in the group+informing the activity rules (XX people get XX rewards, and all members with XX people get XX benefits)-> Old users start to attract people-> After newcomers join the group, repeat the above process to form fission. One of the activities I once did was to use the college entrance examination policies all over the country to make a fission. Each regional group can give 200 lectures on college entrance examination policy in that region. The initial number of groups is 100, and 500 people can be seated on the same day. Third, private domain realization: after the first order and repurchase private domain traffic can grow healthily, you can start to consider realizing it. The goal of realizing the private sector is mainly revenue (GMV). Revenue = user * conversion rate (first order conversion rate * repurchase rate) * customer unit price. Next, I analyze the influencing factors of conversion rate from three dimensions: formula composition, marketing and consumption decision. Formula composition: the conversion rate consists of the first conversion rate and the repurchase rate. The first order conversion rate allows unpaid users to complete the first order as soon as possible to increase the scale of paying users. For example, Meituan and JD.COM often give large time-limited coupons to new users, which is the purpose; In addition to the conversion rate of the first order, we also need to pay attention to the repurchase rate, that is, to further improve the overall GMV by increasing the consumption frequency of paying users. Taking the education industry as an example, the common repurchase strategy is to let users expand their subjects and renew their fees, such as Chinese expansion data, from grade one to grade two. Four elements of marketing: product, price, channel and promotion. Among them, products are the core, and good products will be bought even if the price is high, such as Apple mobile phones and Tesla cars; The price is also determined by the product value, which affects the conversion rate and customer unit price, for example, the price goes up, the conversion rate goes down and the customer unit price goes up; Not to mention the channel, the private domain itself is a channel. When it comes to promotion, everyone's first reaction is to reduce the price, which is actually wrong. Promotion is promotion in English, which means promotion, that is, to attract or persuade users to promote the sales of products by conveying the value information of products to users. Common promotion methods include advertising, personnel promotion and activity promotion. Analysis of consumption decision: demand, purchasing power and trust. The appearance of purchase behavior, first of all, the user must have demand, if a product user does not need it, he will not buy it anyway; If users have demand, they must have purchasing power. For example, everyone wants to buy a house and a car, but the purchasing power is still insufficient. When the user has both demand and purchasing power, he can choose to buy any product. At this time, the factor that affects users' decision-making is trust. He will buy which product he thinks is better and can meet his needs better. In one case, the purchase behavior can occur without establishing the trust of users, that is, when the products are in a monopoly position in the market, users simply don't have many choices, such as tobacco, water and electricity, communication and so on. In the past five months, the supply chain team interviewed 600 bosses from all walks of life in depth, looking for increments, looking for cases that can make money, and looking for dividends in the stock age. We found that there are still many ways to make money, such as video number, Tik Tok, private domain, IP ... So, we selected 50 cases that are most understandable and easy to copy and learn, and implemented them in detail. Summarize the book "Detailed Explanation of 50 Most Earning Cases in Tik Tok+ Private Sector" and reply to the "Earning Cases" by private letter, and give it to bosses from all walks of life, or inspire or think, and look for new directions with you in the stock age.