With the emergence and evolution of the Internet, most of the distribution we are talking about now refers to online and offline distribution platforms.
Distribution is to give a part of promotion expenses (advertising, operation, etc.). ) of the original platform to distributors, let them help the platform to promote sales methods.
In other words, the game of distribution is that distributors directly or indirectly bring continuous value to the platform. Through the economic model of sharing+trust, combined with the way of pulling new products and selling goods, the platform and dealers can achieve a win-win situation.
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How to build a distribution platform from 0 to 1
Having said that, I hope my friends can have a general understanding of the distributed system and also sort out their own design ideas.
In view of the actual planning needs, Jing can't play virtual games. After explaining the knowledge points and modules required by the distribution platform, A Jing will also present the process and prototype together, so that friends can have a clearer understanding of the landing. (Talking about landing theory is really hooliganism)
Too many people often regard "how to plan" as a standard solution, but friends should also understand that before planning, it is more important to plan, whether it is necessary to plan, and the hidden essence under each function point needs to be excavated.
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The core of distributor threshold design is to filter out some users who do not participate in distribution, so that users have a "role perception", and what they get through a certain threshold will be easier to cherish.
Becoming a dealer is divided into two types: no threshold and threshold. Usually, there are three types of design: freedom.
Join, pay for purchase, traffic threshold.
This method is equivalent to becoming a dealer without a threshold. Users only need to fill in the information, and they can become dealers after the background audit is passed. The low threshold attracts more users to become distributors, but it also brings more distributors who fish in troubled waters.
At the same time, the non-threshold distribution system is also easy to undermine market rules, so this method is not recommended.
Paying a certain amount to become a dealer is equivalent to a game between users and platforms. "Making big money with small money" is a psychological hint brought to users by the platform. By buying "tickets", you can get the opportunity to earn commissions.
However, because this method is too explicit, it is suspected of "pulling people's heads" and raising funds. An episode started social e-commerce in this way at the earliest, and was finally punished, so the way of becoming a distributor by paying has begun to be gradually abandoned.
Become a dealer by paying a certain amount of money to buy designated goods. Users not only get the "equivalent" goods (why the equivalent price is quoted, you will know at the end of the article), but also get the rights and interests of dealers, which is more cost-effective for users than direct payment.
Usually, the products set in this part of the platform will be rich and complete, so users will create the illusion of "buying necessities" when choosing products, and at the same time become distributors for free, killing two birds with one stone and enhancing the transformation from users to distributors.
Understanding the logic of buying a specified commodity to become a dealer can also be extended to meet a certain number of purchases or a certain amount of purchases to become a dealer. Specific implementation requires PM to make different types of planning according to the business requirements of its own platform.
But in fact, as far as the way is concerned, there are usually some unknown secrets. A Jing will sell them first and will mention them in particular at the end of the article.
Some platforms need distributors with a certain amount of traffic, so users with a certain amount of traffic need to become distributors and filter out some "phishing" distributors. Then, when applying, users will be asked to upload evidence that can prove the traffic, such as WeChat friends, WeChat community screenshots, etc., which will be verified by the background operators and passed.
The level of distributors can be divided into two categories according to the maintenance method: degraded and non-degraded.
Downgrading means that users can't meet the level requirements set by the platform for a period of time, and the distribution level drops.
Through certain degradation measures, users are encouraged to continuously export value for the platform.
Suggestions on relegation measures: reach a certain number, reach a certain order, and reach a certain team offline … ..
The core principle of design is: user behavior (sales ability, innovation ability) that can bring value to the platform.
No degradation means that the distribution level of users will not be reduced regardless of their subsequent activity on the platform.
It can reduce the psychological pressure of users, but the quality of distributors cannot be fully guaranteed in the future, and distributors need to be activated in the future.
The distribution system, like the membership system, also needs to set up a reasonable promotion mechanism in the system and gradually strengthen the role of distributors in the distribution system.
Its core is to increase the sunk cost of dealers and strengthen the self-driving force of dealers. When the cost of the platform is high, the stickiness and trust of the platform will increase in direct proportion.
The above-mentioned self-driving force is to become a higher distributor, so that you can get more distribution commission or reward, and the promotion mechanism is essentially an incentive mechanism.
So, how to design? Let's analyze it
For dealers, the most important demand is to attract more teams to go offline through their personal connections and relationships, so as to get corresponding commissions through offline consumption.
There are two elements in this demand: people and money.
It can be concluded that the relevant design of the promotion mechanism is roughly as follows.
Reach a certain consumption amount
Reach a certain number of teams
To reach a certain number of teams, X senior distributors are needed in the number of teams.
Reach a certain consumption amount &; A certain number of teams
……
Moreover, the hierarchical rights after promotion should be straightforward. The higher the general level, the higher the commission ratio. (users don't like routines), as well as postage reduction and priority hoarding. The essence is to make money or save money for users.
Planning tips: the number of promotion mechanisms (offline number and consumption amount) can be set as a step-by-step growth, and users' game psychology can be used to enhance the interest of first-class dealers in the early stage.
Setting of commission for distribution media
By the way, the distribution media here refers to the valuable core items in the platform, such as goods in e-commerce and courses in online education.
Usually, when setting the distribution ratio, there are several factors: the default commission for all products, the commission for a single product, and the commission ratio enjoyed by different distributors is different.
Just follow the following priorities: single product commission ratio > grade commission ratio > default commission ratio.
When setting up distribution products, due to its limited dissemination, it is necessary to choose products with high repurchase rate and good quality, so that distributors can have "talk about capital".
The design of delivery order and delivery performance stems from the user's psychology of "timely feedback", so intuitive data feedback is needed if you pay.
The purpose is clear: let users view their orders and commissions intuitively and clearly at any time.
Note: Nowadays people are too impatient and need feedback after paying, so you need to consider the function of "income is coming soon".
I believe that no dealer is willing to advertise the platform for free.
In the final analysis, the motivation for dealers to continue to sell goods and continue to pull new ones is material (Jing said it bluntly, but that's the truth)
Simply put, pull new → reward money; Reduce consumption → reward money;
Here we have arranged three reward mechanisms for you, namely, distribution order reward, material reward and spiritual reward.
There are two kinds of distribution orders, one is to increase the reward and the other is to reduce the consumption.
Timely delivery and timely settlement are the core of planning distribution orders, and dealers need timely feedback to better attract new products and sell goods. (Corresponding to the distribution order statistics function in the distribution system)
For dealers, all efforts come from the trust in the platform. Once there is a problem with trust, it is easy to lose distributors.
Material rewards come from differentiated planning. According to the "28 law", 20% of dealers can often make 80% of the performance. Then for these distributors, when they reach a certain transaction volume/new amount, they need similar monthly/quarterly/annual rewards to continuously urge them to continue to pay attention to the platform.
Because the core of distribution is "sustainability" (focus, test! )
Material needs to be satisfied, and the spirit cannot be degraded.
The premise is that under the premise of material satisfaction, spiritual satisfaction is an additional subsidy for material rewards to meet the spiritual needs of a small number of people. In the display of the platform, you can plan and design the corresponding functions, such as the dealer's unique authority, logo, honor and so on.
Promoting distribution refers to two meanings: the platform recruits distributors and the distributors recruit offline.
There are generally two ways to recruit distributors on the platform: implanting distribution introductions at the platform traffic portal; Introduce the distribution of the distribution center.
There are two ways for dealers to recruit offline dealers: posting posters and sharing products.
The exclusive dealer poster provided through the platform becomes offline; You can also make the sharee "insensitive" to become the offline of the dealer through the product poster provided by the platform.
Dealer training system includes a series of functions. Here, A Jing simply lists a few, hoping to play a role in attracting jade.
Dealers are usually divided into two categories, white dealers and experienced dealers (I know my friends will think when they hear this, but do you talk all day? Don't worry, listen to Jing)
As usual, analyze it first.
User characteristics of Xiaobai dealers: no resources, no professional team, some of them have a little understanding of Internet marketing and a heart to make money.
User characteristics of experienced distributors: With the resources at hand, some of them may have professional teams. They know Internet marketing very well and have a strong heart to make money.
Then according to the 28 th Law, 80% of users are mostly small white dealers. Then, after becoming a distributor by mistake, the platform needs to "empower" the distribution system and retain distributors.
If you don't know marketing, then there is no special copy picture to promote, and the platform often needs to provide materials in the corresponding distribution items for distributors to "forward" and "share".
If you don't have resources, you need to learn how to operate, how to obtain resources and how to sell goods. The platform needs to provide corresponding training mechanism, whether online training or offline training, not limited to methods.
Without a professional team, it is necessary to gather these distributors together to form a team dedicated to the platform, and conduct training (xi) and training (nao) in the form of a team, and reward them when they reach a certain amount, so as to create a sense of belonging to the platform for the distributors.
Bottom line: League building training provides resources and the distribution system is indispensable.