When I first entered the workplace, I did traditional enterprise marketing. For old customers, I often felt grateful and respected. Without the support of those old customers at the beginning of the market launch, the traditional enterprise brand could not have subsequent brilliant achievements. Later, I accidentally sneaked into the Internet industry and was puzzled to see that many Internet platforms use big data analysis to kill old customers. You know, all marketing courses tell us that maintaining an old customer is 1 / 150 of the cost of developing a new customer! Such a huge cost difference makes the marketing departments of traditional enterprises regard old customers as guests of honor, dare not slack off, and don't want to kill them.

However, today someone said something about the past of "collecting wool", which made me suddenly feel something.

When Internet platforms first cut into the market, they often provide ultra-low price services with subsidies. For example, it used to cost 30 or 40 yuan to take a taxi, but only 45 yuan to take a taxi with didi; For example, those takeout lunch boxes that originally cost more than 30 yuan sold for only three or four yuan when many group buying platforms started

In other words, the vast majority of early customers who downloaded and used the Internet flat service platform were "picking up the wool". For these customers, the Internet platform is probably a complex emotion of love and hate. Let's say love. After all, these customers who took advantage supported the early market and provided early data, With these, there will be a steady stream of financial support from venture capital. It's hate. These early users took the most advantage and collected the wool the most ruthlessly. They accidentally collected the business in their infancy.

Therefore, the Internet platform uses big data to kill old customers, perhaps in order to make these most ruthless groups spit out their advantages.