How to operate the sinking market of operators after large-scale contraction

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/ 2019-07-15 / News

Starting around 2012, operators have expanded the operation of township-level business halls before the change, and reduced the township business halls according to passenger flow and efficiency. Since 2016, along with the popularity of online enthusiasm, lower-cost online channels have naturally become an important choice for operators.

However, as time goes by and the accelerated penetration of mobile Internet applications, especially after the internal and external competition experienced by the communications industry continues to intensify, the masses of the people are increasingly Familiar with the Internet. With the return of user choice, the market is well managed and has a market value.

▲ Source: worm creative

1

How big is the sinking market?

In the era of mobile Internet, focus on the C-side People generally define the sinking market as the vast rural, township and underdeveloped counties. How large is this range, perhaps exceeding everyone's imagination.

Statistics It shows that there are 334 prefecture-level cities in China, with 2,851 county-level cities, 40,497 townships and towns, and nearly 700,000 rural areas. The resident population of rural areas is 564 million, accounting for 40.6% of the total population. The popularity of cultural knowledge has been Let township youth be concerned by more and more industries.

What is the size of the resident population in the country? To give you a better understanding of this size, we compare it directly with the mobile phone users of the three major operators.

Although this volume is lower than China Mobile's 932 million mobile phone users, it is similar to China Unicom and China Telecom's mobile phone users. China Unicom and China Telecom's mobile phone users There were 324 million households and 321 million households, respectively, totaling 645 million households.

2

Sinking the market will become the focus of the future C-side

There is an analysis article that when the population and traffic dividends of the entire Internet increase When the economy slowed down, a large number of Internet head enterprises began to stagnate the market and propose private domain traffic. Based on the localization market in the township--the sinking to the villages and towns, making full use of the advantages of localized traffic, tapping the potential of local life services and gaining value from them.

The rural Internet market has only been used for more than a year from being neglected to being widely concerned. This has both a lot of market and a sinking market. The magnifying effect of value also has the pursuit of rural residents to actively break the information island.

Operators continue to strengthen the construction of rural basic network, for the rapid development of mobile Internet The number of rural netizens has increased rapidly in recent years. If the value contribution of rural users is improved, it is not only the operating focus of Internet companies, but also the operators need to pay serious attention.

3

Sinking the market may be more about paybacks

The widespread popularity of various Internet applications has improved the ability of the people to judge and recognize various Internet routines and even gimmicks. To give you the simplest example, the charge for sending tea is more popular with rural users than the charge for recharge, even if the return fee is more favorable and more discounted. The most obvious negative case is the misfiring of Tencent Wangka.

China Unicom and Tencent cooperated in the first time in 2017 to launch the trend-setting and infectious Tencent King card. With Tencent's online portal and China Unicom's offline channels, Tencent Wangka users have grown to more than 50 million in less than a year.

Tencent Wangka went to the countryside to harvest a lot of young people's traffic, but with the restrictions of the majority of users on Tencent Wangka, there is a clearer understanding. Now China Unicom is represented by Tencent Wangka B2 I2C card user development has long been without momentum.

4

Sinking in the market is more stock management

There is no obvious net inflow of people, sinking the market is a complete stock In the market, the competition is fierce. The strangers in larger cities are socializing, and the sinking market is more inclined to the acquaintance society. The role of follow-up and word-of-mouth will be more obvious.

In order to compete for a limited number of users, operators at all levels of agents are more inclined to adopt super high-frequency and unusually savage promotional means, the direct result is to make users more difficult to please,Especially for most price-sensitive users in the sinking market. This also reflects two problems on one side: one is the reward of the present world, the offer on the spot is attractive to the users in the deep sinking market; the other is the uniform price system in a specific area, which is more in line with the user's taste.

There is an analysis article that will outline the business strategy of the sinking market: it is necessary to let users feel that they are cheap at the time of purchase. Lagging the offer, the specific method is not important, but it must be easy to understand, otherwise the user will easily lose.

5

Sinking market requires exclusive fees

In view of the level of consumption in the sinking market, providing more suitable package products for such users has long been a work that operators need to pay special attention to. Especially after canceling the roaming fee, the mobile number can flow freely.The once "Shenzhou trip" has been unimpeded.

Product pricing has always been high or low because of the differences in regional economic development levels. Now the sinking market tariff package has become an advantage. If you let the "Shenzhou trip", it will not only impact The market in economically developed areas such as Beijing, Guangzhou and Shenzhen will inevitably lower the overall tariff price. Therefore, the object of "Shenzhouxing" should not be the entire user, but must be limited to the sinking exclusive market.

This requires a "land" fence for these specific situations. On the one hand, it satisfies the user's needs. Preventing the “Shenzhouxing” impact will lower the overall tariff. The “home card” that China Mobile launched in the 2G era is to set up a low-cost area by artificially to meet the communication needs of low-flowing people. On the one hand, the user has been satisfied, on the one hand, the user demand for low communication expenditure has been met, and the large-scale basic disk has been stabilized.

It is now possible to draw on such a strategy.By limiting the specific area to promote ultra-low tariffs, but leaving the restricted area, a higher tariff price is executed. The new type of traffic “home card” can lock down the traffic demand of local users, effectively prevent the impact of external low-cost cards, and avoid lowering the overall tariff price.

In addition, the traffic "home card" is mainly based on low-cost local traffic, but it must also accompany the voice or low-cost voice to improve the life of the card. Exposure, make full use of the social advantages of acquaintances, and maximize the barriers to local attacks.

In the post-4G era, operators began to focus on scale-based user value management, which naturally requires operators to pay attention to the sinking market. In the era of 5G, although more vertical industry operations, it is also necessary to effectively connect the communication needs of the most basic people. How to better integrate online and offline integration into the sinking market now requires operators to constantly try.

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