Key indicator: " Traffic without conversion rate is rogue .

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" For a business, the most important thing is that users pay for your products. Therefore, the sales of hot products must be good, and the overall sales must be good. This reflects two dimensions. One is the sales peak . That is to say, the sales have a trajectory and a prominent peak. Not long after it goes online, you will find that it rises vertically. Of course, it will be a slow process afterwards, but it is sustainable. The second is traffic value . The linkage rate of hot products is also a key link. For example, after many consumers come to MINISO, they not only buy hot products, but also bring sales to other products in the store. The profit of this hot product may not be too high, but the linkage rate is high. In recent years, many product methodologies have been derived around the strategy of explosive products and this concept. For example, we have several common product methodologies: hot product thinking, product focus, and single product strategy.


In fact, these three product methodologies are not the same number library thing, but I find that these concepts are often confused. The idea of hot-selling products is to pour superior resources into " hot -selling products " to create products that will make users scream, so that they can quickly attract the attention of the market, trigger consumers to plant grass, share and spread on social platforms, form the " Internet celebrity " effect , and quickly generate sales. Consumers take the initiative to serve as the brand's " communication ambassadors " and tap water, and spread the word spontaneously . For example, the Starbucks cat claw cup is a very successful example of a blockbuster product.



Different from the blockbuster product strategy, product focus refers to a business strategy of packaging and focusing on one or several products that meet market demand and have been repeatedly demonstrated and scrutinized in a business logic product line with appropriate length, reasonable structure, gross profit margin design, and strict and consistent pricing strategy. Therefore, after many brands have developed to a certain extent, they have begun to continuously expand and update their best-selling products. For example, Xibei, it is difficult to say whether its best-selling product is oat noodles, beef bones or toon oat noodles. In its product system, every product has its own unique characteristics.