First, a single decision point.

For clothing brands, the decision to choose a fabric supplier is very complicated and has many dimensions. For example:

Is the quality good?

Can the project be delivered on time?

Does the fabric meet the requirements?

Is the price expensive?

...

There are so many complex decision points.

The entire apparel industry is now entering a period of turmoil.

The reason for the turmoil is that the fast fashion sales window period is very short, so that they must seize the window period in small batches and respond quickly.

If the window is missed, a lot of inventory will form. No matter how good the front sales are, the backlog of products in the back may lead to losses.

Therefore, "quick return for small orders" has become a solution to the industry's pain points, and it has also become such a customer decision point with the highest importance and priority in customer decision-making in the entire industry.

At this point, Zhibu Interconnection expresses its core value: "I can compress the delivery cycle by 30%".

This single decision point is in line with the importance and priority of customer decisions in the entire industry, and from this point of view, the conversion rate is high.

Let's introduce another industry case: office furniture is also 2B, which means that it has a lot of decision points. For example:

Is there after-sales service?

How does office furniture affect the overall style?

Is it environmentally friendly and is there formaldehyde?

Can it meet the company's requirements?

How long is the lead time?

...

Herman Miller does a B2C2B, which is called decision-maker marketing. Even B2B can also do personal marketing. B2B is marketing to decision makers.

They produced an ergonomic chair Aeron. This is still a function, it belongs to the selling point that you say, so what do customers think?

Herman Miller used it for some of the more top programmers. After a period of time, they feel that the experience of sitting is different from the previous experience, so they form a reputation among top programmers. So Herman Miller defined the ergonomic seat Aeron as: a special seat for top programmers.

This will form a side effect: some programmers have a good experience, and they will brag that this chair is very expensive, more than 1,000 US dollars a piece, which is a special chair for top programmers.

Others will think, why are you a top programmer and I'm not? Therefore, early Internet companies such as Facebook and Google are forced to equip excellent programmers with this chair, one for each person.

So you can see that Zhibu Internet and Herman Miller are two different single decision points.

Smart cloth interconnection is a data indicator that can be seen and touched. I will help you reduce the delivery cycle by 30%. After seeing such a point where clothing brands are easy to make decisions, it has a high conversion rate.

Herman Miller is the chair that the programmer sits on. In fact, the boss can't feel it, and the decision maker can't feel it.

It belongs to creating an atmosphere. My chair is standard for top programmers. Any company that wants to hire top programmers must have one.

This, in turn, affects the company, so the boss, who was originally indifferent to this chair, has become interested in it because of the need country email list to attract talents.

Therefore, the front belongs to the large sales kinetic energy, and the latter belongs to the large sales potential energy.

Zhibu Internet has a large sales momentum, and Herman Miller has a large sales potential.

This is a way for typical 2B companies to transform from heavy decision-making to light decision-making: it is called a single decision point.

Second, behavioral induction.

Kujiale is an Internet home improvement design. The home improvement industry is also a typical heavy decision-making, with many decision points, and it is difficult for customers to see what they are getting behind.

So it does a 3D rendering of a relatively front-end traffic-based product to intuitively display the virtual scene.

It used to be a stand-alone version with insufficient computing power, and it might take 10 hours to render the 3D well, and then you can see the scene in it.

Now Kujiale uses cloud computing, which can be done in 10 seconds.

From 10 hours to 10 seconds, of course, in terms of selling points, this selling point is particularly sufficient. But what is the customer buying?

Customers will not buy your product just because you put a thing in 10 seconds. Maybe programmers or operators or underlying designers will be interested. But does his boss, the boss of 2B company, feel this way? He may be indifferent and unable to make decisions.

So, Kujiale found some home improvement design stores and showed them the scene:

Now a young couple comes to the home improvement store and asks: I live in the 2nd room and 1st room. I want to put a sofa here, a bed there, and a table here. I want to see the effect.

At this time, if you say to her: We can help you simply pull a few pictures, please come back in 10 hours.

Looking back the next day, the conversion rate was very low.

If you tell her:

I will give you a schematic diagram, a simple sofa, a simple bed, and a simple floor, and I will show you a 3D rendering in a minute.

Will it help the store increase the conversion rate? Obviously the store will use it as a customer acquisition and conversion tool.

These sales stores become very light in decision-making, which is called behavioral induction.

My entire software function itself is very heavy, but I take a single function out for you to use, and you will become dependent on me after you use it. In the future, you can design on my platform, and you can put some 3D models of your previous homes into my library.