Note from Grassland: This article is based on some ideas that came out of an exchange with Mr. Wen Shihao, CEO of Oak Photography Network. It may not be mature enough, so it is posted here for sharing only.
Brother Hao:
Hello! First of all, thank you very much for your trust. I don’t know where you learned that I am only interested in online marketing. Thanks for your love, I am honored to discuss this big issue with you, which is related to another qualitative leap of Oak Tree.
Through your letter, I can clearly feel that Oak Photography Network has achieved good results, but this is not enough. Moreover, three years is also the bottleneck for the development of a company and a website. Whether it can successfully cross this threshold will determine whether the business can develop to a new level. In view of my understanding and understanding of photography, I can only say that I am a very amateur amateur. Combining some of my own online marketing experience, while Oak Photography Network continues to strengthen its own brand building, I will give you some small suggestions, hoping to be helpful to you.
First, regarding the profit model of Oak Photography Network by obtaining membership certificates. Each certificate costs 50 yuan, which allows free travel and photography. It is indeed a good idea! However, one thing Brother Hao needs to pay attention to is that you need to dig deep into business opportunities here. On the one hand, the attractions participating in the sub-activities must pass relevant certifications and should use their strong membership groups as bargaining chips to require them to provide necessary publicity support to Oak Photography Network and even pay corresponding publicity fees. Because not all people who visit these scenic spots are members of the Oak Photography Network, more photography enthusiasts can be attracted to join the Oak as members. On the other hand, the Oak Tree membership card will be upgraded. The most important point is that it must be clear about the validity period, the annual fee per year, the number of years of one-time recharge, the discount, or the validity period for several years. At the same time, we will increase the value of the Oak Membership Card and, based on its original functions, try to see if it can be used as a discount card to enjoy certain discounts when purchasing souvenirs related to tourist attractions.
The biggest difficulty with this suggestion is how to ensure that members can accept the annual renewal mechanism. In fact, even if such measures are not taken, those photography enthusiasts who become members are still limited by the time and money for their original activities, and the utilization of their membership cards is also very limited. After adopting the annual card system, their enthusiasm is activated. If they use it several times a year, or only once, it is a very cost-effective thing. This will not affect members' enthusiasm for applying for membership cards! Moreover, using membership cards can also enjoy more and greater discounts! Therefore, on the basis of renewal of old members, new members are constantly recruited, like a snowball. Why not worry about making more and more?
Second, develop community e-commerce. The original model of buying books did have relatively small profits. Moreover, there are many free tutorials with pictures and texts on the Internet, and ordinary experts rarely spend "real money" to buy books. However, as the characteristics of Oak Photography Network, it needs to continue to be developed. This is the so-called brand marketing service, but it cannot be used as the main profit point. However, from this, I also saw that Oak Tree is already engaged in the sales of photographic equipment and has also opened a store on Taobao. This is a very good model! I wonder how profitable it is now? Of course, if you want to buy a good product, you must rely on both quality and price. What I call community e-commerce has a relatively large content. Oak Photography Network should stabilize its current member users and vigorously activate their potential to purchase related products while they purchase photographic equipment. After all, photography is only a small part of the lives of these members, except of course professional photographers. Therefore, Oak Photography Network can find ways to explore the consumption habits and tastes of existing members, prescribe the right medicine, and launch a series of products related to everyone's lives in a timely manner.
The difficulty of this suggestion is how to discover the consumption habits of members and attract them to spend money on Oak.com. Grassland believes that consumption is not only for goods, but also for human feelings. This concept can be understood this way. If I know you very well, and you happen to be selling "food, clothing, housing, transportation and entertainment" stuff, once I have a need, I will definitely consult you first, or buy directly from you. So, if you sell product A with integrity, and then buy product B, I will trust you due to the primacy effect, and become your long-term customer and loyal customer. Even if I don't need it, I will recommend it to people around me who need it to buy from you!
Third, vigorously expand photography-related industries. Oak Photography Network can use its existing membership base to move training from online to reality, from amateur to professional, and tentatively establish Oak Photography schools or training classes to provide relevant training and guidance for everyone who needs to take the photographer level exam. In addition, we develop the Oak brand in photo printing, crystal album production and other series of products. Although Oak Photography Network has been cooperating with some stores, the restrictions and impact on them are not enough. Moreover, Oak Photography Network needs its own related product production and services. etc. These can all be explored in specific practice.
The difficulty with this suggestion is that running a training class or photography school may conflict with the local photography association. To produce a series of Oak products, it may be necessary to invest in setting up a factory. Of course, to achieve a new leap in development, new profit points are needed to support it, and new investment is also needed. To take a step back, in the early stage, you can borrow chickens to lay eggs and seek cooperation, such as joint running of schools or OEM production.
There is so much verbosity here, but it is just a glimpse. Perhaps Oak Photography Network has already thought of these. This is just some advice to Brother Hao as a friend. I hope it can be helpful to you! In short, third-rate companies sell products, second-rate companies sell technology, and first-class companies sell standards. . There is still a long way to go to achieve selling standards or selling brands! I sincerely wish that the road of Oak Tree will go further and further! Come on!
Your friend: Horse Grassland
March 27, 2010
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