Community, is a group of people with *** the same hobby, *** the same needs, content and interaction, composed of a variety of forms. The community realizes the connection between people and people, people and things, enhances the depth of marketing and service, establishes an efficient membership system, enhances the brand influence and the user's sense of belonging, and gives a new driving force for the development of the enterprise.

Examples are as follows:

A. Sharing community: a community that comes together because of a certain interest, based on knowledge and experience sharing, industry exchanges and discussions, and based on which corresponding products or services are derived, which can be light, such as sharing a shopping link, or deeper, such as from online guidance to offline courses and so on.

B, sales-oriented community: community operators need to do their own user conversion and sales, may also be a fan of users, may also be loyal users. Using your own sales routines and techniques, according to the user's life cycle, label attributes, habits and hobbies, etc., to tap into your personal number or community inside the people can be converted.

C, empowerment community: need community operators to empower small B and shopping guide, provide tools and courses, or material activities, to help them better sell goods.

Simply put, the private community is used to user retention, maintenance, fission (for the loyal users), community operators need to do is to continue to output content and operation SOP. maintain the relationship with the user, so that these old users can continue to repurchase. Without too much marketing content, old users will feel your service, willing to do referrals for you, or their own silent order. (Suitable for big brands to maintain their own old customers and members, but also suitable for those who rely on doing circle community knowledge payment company)

Why do community? I take the physical store as an example to illustrate:

In 2019, the wave of store closures experienced by physical retail stores.

After the epidemic, the business situation of physical stores is even more severe. In the era of mobile Internet, the user consumption path has changed dramatically.

If it was more about concepts before, then after the epidemic, we officially entered the new retail era gradually.

Why should we pay attention to community marketing, and the more the market head brand, also began to focus more and more on community marketing.

The traditional performance formula = customer traffic X experience rate X conversion rate X customer unit price X repurchase rate. The overall framework of community marketing in the new retail era is as follows.

Community new retail redefines people, goods and field. To keep up with the pace of the new community retail, we must seriously appreciate the changes in the meaning of "people, goods and field".

We'll look at a few examples of community retailing by well-known companies first. Community promotion: promote community activity and increase user stickiness through activities such as lucky draws. Community conversion: live broadcast, spike and other activities to promote the further transformation of the community. WeChat community traffic fission methods and cases

The core of fission is the old with the new. Only by mobilizing old users can a cycle of user growth be formed.

For example, this king's dinner activity, through the old with the new, to achieve very good results: 4 days fission more than 200 groups, the number of people involved in the screenshots forwarded to more than 6,000 people, 360 people won the prize, the winning rate of 5%.

And then, for example, Sanmenxia paper wrapped fish by way of free gifts, the original 3 groups **** 240 people, two days time fission to 1500 people, in fact, the total cost of no more than 2000 yuan.

After completing the initial diversion of the community, the fission continues through the spike and other activities. Total **** sales of 3,000 copies, the highest number of referrals in the chart 140 people.

And, Huizhou 50 merchants alliance distribution fission detonated the whole city. Strong combination, forming a greater synergy effect.