In the author's nearly 5-year user growth career, at the indicator level, I have been responsible for the North Star indicators such as App daily activities, new subscriptions, and card binding. At the business level, around the above indicators, starting from activity operations, gradually expanded to product operations, scenario operations, User operations and other subdivisions, based on some previous experience, let's talk about growth, fission, distribution, and pyramid selling.
1. The relationship between user growth and fission
In the process of work, the author found that many friends, colleagues and leaders in the same industry simply define growth as: through an explosive campaign, a small budget can bring a large number of high-value users to the company's products in a short period of time.
But this is actually fission, not user growth. Fission is just a means of user growth, and new growth is always just a process indicator. What we need to pay more attention to is user value, retention rate, conversion rate, repurchase rate, etc. Indicators, such as the following job descriptions:
It can be found that, in fact, the main logic is to divert users to core products/business scenarios by means of innovation, promotion, and user system construction. At the new level, in addition to fission, we also have means of delivery, channels, social networking, tweeting, etc. More importantly, in the current domestic business environment, talking about fission is actually how to do the best under the rules allowed by WeChat. Possible viral spread. In short, fission is just a means of growth.
The difference between distribution and MLM
After clarifying the definitions of growth and fission, let's talk about the relationship between the two sisters, distribution and MLM, and fission.
The author has always adhered to the idea that most of the current online marketing methods have been traditionally played offline: for example, Alipay’s annual must-have signboard collects five blessings, and think about the one hundred and one hundred that once bought the little raccoon instant noodles. Zero Eight Generals, think about the collection of seven stamps in the beverage shop more than ten years ago for a cup of milk tea; for example, the core of e-commerce is full reduction, full rebate, discount, pre-sale, coupons, and red envelopes, which are actually just traditional retail. Play the game online; another example is the current rampant bargaining, community group buying, think about the former Amway and Infinitus.
Therefore, the current fission and viral marketing, the essential logic is still to use the previous distribution and pyramid scheme to acquire customers. Distribution and MLM are both attracting people. If the subordinates of the subordinates make purchases or other behaviors, the highest level can still get the corresponding share. As long as you have enough downlines, you can enjoy the profits every day.
So what is the difference between distribution and MLM in essence?
In short, from the point of view of the benefit chain, the distribution below the third level is not illegal. Note that it is not illegal but not legal, because the current law stipulates that it does not constitute a crime below the third level, that is, the third level or above. Public security, below the third level belongs to the industry and commerce, so the third level and below can be regarded as a gray area, and the operability is very large.
On August 10, 2005, the "Regulations on Prohibition of Pyramid Selling" adopted by the State Council clearly stipulates that the country email list following acts are pyramid selling:
(1) The organizer or operator, through the development personnel, requires the development personnel to develop other personnel to join, and calculates and pays remuneration (including material incentives and other economic benefits, including material rewards and other economic benefits, to the development personnel based on the number of direct or indirect rolling development personnel). The same below), seeking illegal benefits;
(2) The organizer or operator, through the development of personnel, requires the person to be developed to pay fees or pay fees in disguised form by subscribing commodities, etc., to obtain the qualification to join or develop other personnel to join, and seek illegal benefits;
(3) The organizer or operator, through the development of personnel, requires the recruited personnel to develop other personnel to join, to form a relationship between the upper and lower lines, and calculate and pay the upper line remuneration based on the sales performance of the lower line, so as to seek illegal benefits.