In the last three or four years, the growth rate of the Internet has slowed down dramatically, and it has begun to enter the era of inventory. Platforms began to catch the traffic in their own hands, buying traffic from platforms has become a trend, and the cost of traffic is getting higher and higher. Therefore, the term "private traffic" in the past two years has been on fire, and all industries want to build channels that can reach users for free and independently. Speaking of private traffic, there is no way to bypass the concept of community. Everyone wants to build their own community, all want to earn money from the community. However, how many people have thought about, what is the community? Why your community can not form a transformation? First, the new phase of the new way: single reach VS three reach Jiewei duck neck of the new way is very simple, in the store glass posted a QR code of the enterprise WeChat group, consumers scan code into the group. Spring River slow duck stores is to add personal micro-signal "slow duckling", and then be pulled into the group. Such a small difference, it seems to be into the group, but the results will be very different: Jetty duck neck and consumer contacts only one, if the consumer withdrew from the group, it will never come back. Spring River slow duck and consumer contacts have three: micro letter group, personal number and personal number of the circle of friends. The information coverage is expanded three times, even if the consumer did not enter the group or withdrew from the group, the information can be reached through the circle of friends and personal number. Group positioning: automatic reply & group announcement After entering the group, there is no reply to the group of Jelly Duck Neck, the group announcement is also blank, the name of the group is very common "Jelly Duck Neck XXXX store VIP group", so consumers do not know what to do to enter the group, what value can be obtained. On the other hand, the group name of Spring River Slow Duck is "Spring River Slow Duck XXXX District Daily Red Packet Group", and there will be an introduction of the group after entering the group (though manually), and the group announcement also has a clear address of the store, phone number, and the group rules, etc. The group will be able to provide consumers with a clear understanding of the group as soon as they enter the group. Let consumers know where the value of the group is as soon as they enter the group - you can grab red packets every day, or a neighborhood support group. Clear group name, humorous auto-replies and group announcements can make consumers know the value of the group to themselves directly and bring them closer together. Although it is a small detail, but the user experience is weaker or stronger, it is clear at a glance. Second, activation + active stage without feelings of sending ads machine VS home downstairs neighbor sister. As you can see from the picture above, the group of Jelly Duck Neck, only the group owner and the staff are talking, sending chicken soup every morning, dumping the content of the offers and product photos on the Meituan from time to time, and occasionally reminding the users not to send the Pinduoduo price-cutting link. It's really like most of my friends' community status quo: low activity, specializing in advertising, and then gradually reduced to a dead group. The daily life of the Jiewei duck neck group and the Spring River Slow Duck group, which generates several hundred pieces of content a day. Sometimes I wondered, "Damn, where does a group selling duck necks get so many topics to talk about? After some observation, the community's active mainly two factors: 1, the neighborhood close, together with the nagging family because the store is located in our community in front of a fresh food supermarket, to consume are the community and the surrounding people, so many people in the group are known to each other, even if they do not know, but also because of the same community and have a natural sense of affinity. Because the living environment is the same, so can talk and share a lot of things: today boiled chicken soup is very good, tomorrow there is no fishing together, today from the owner of the duck head is particularly spicy and so on. Coupled with the drive of the lovely store owner's sister, the whole group atmosphere is very relaxed and active. So, this is not only a community selling duck goods, but also a platform for neighborhood exchange. It is not only a collection of people, but also a collection of neighborhood. The daily life of the Spring River Slow Duck Group 2, gamification of red packets, guiding the experience of store products May I ask, when is the most active time for a community - the time to grab red packets. The red packets, a tried and true method of promoting activity. However, don't send red packets simply to promote activity, it's a waste of money and can't be sustained. The method of sending red envelopes of the Spring River Slow Duck Group is worth learning from: A. Regularly scheduled to send red envelopes as a fixed action of the community every day, every night at 8:00 p.m. to send red envelopes. The time point of 8:00 p.m., and to the group to grab the red packet this action to establish a close link, so that the group of users to form a habit, once 8:00 p.m. can think of the group, naturally also think of the product of the Spring River Slow Duck. In fact, this method was used by Starbucks eight years ago. At that time, Starbucks developed an APP called earlybird, users in the set wake-up time alarm clock, just press the prompts to click the wake-up button, you can get a star. If you can walk into any Starbucks store within an hour, you can buy a cup of discounted coffee do not look down on this action, it can make you from the moment you open your eyes will be associated with Starbucks, so that the user to form a "breakfast to go to Starbucks" of the mind. b, with the red packet to do the experience of the product bait every night, the owner of the sister will be sent 3-5 red packets, each red packet represents a red packet, and each red packet represents a red packet. Red packets, each red packet represents a product: a duck head, a duck palm, five dollars diced chicken and so on. The user who grabs the largest and smallest amount of red packets can go to the store to collect the corresponding product within three days with the screenshot. Each red packet is only 10 cents or even a few cents, the cost is very low. But can be active in the group atmosphere, to meet the user's search for stimulation and fun of the psychological, and most importantly, to guide the user to the store, experience the corresponding products. One is to let users who have not eaten a taste of flavor, the second is that people have come, sorry to take away only a duck paw bar, but also by the way to pull the sales of other products. The key is, one after another, the relationship is close. This low-cost active users, guide users to experience the core product, pull into the distance with the user's method, although it is very simple, but it can really be said to be very wonderful. Users daily squatting, 5 seconds to be grabbed empty red packet conversion stage: how to high frequency + just need In fact, the above red packet link has been involved in the conversion, but I think this is not the key to the conversion. Here we can first think about what kind of products are suitable for the conversion of the community?OK, my answer is - high frequency, low price, just need the product must be one of the most suitable for the type of community. High-frequency, means that the repurchase rate is very high; low price, means that the decision-making cost is very low; just need, means that no matter how the external conditions change, the intensity of the demand will not change. And the duck products sold by Jelly Duck Neck and Spring River Slow Duck, are they in line with the above three factors? Without rushing to answer, let me ask another question - who are the competitors of these two brands? You may answer, is it Chow Hei Duck? Huang Shanghuang? Jiu Jiu Duck? No, their competitors are all the products that can fill consumers' stomachs. So, how to make duck goods become just demand + high frequency? I found the answer from the community operation of Spring River Slow Duck. As I said above, one of the specialties of Spring River Slow Duck is the signature pancake, which is a kind of food that wraps marinated veggies and duck goods with a mixed grain pancake crust and then puts it into a pan to fry until both sides are golden and crispy. Although it looks mediocre, it is precisely this pancake that creates a product for Spring River Slow Duck that can be used as a staple food, turning it from a non-demand into a demand. Duck products as snacks can be high-frequency or low-frequency, it all depends on consumer choice. How to influence consumer choice, so that they give up other snacks and choose their own products? Here, the owner of the store is very clever to send food photos at eleven o'clock in the afternoon and five or six o'clock in the afternoon, to solve the user "what to eat at noon" and "what to eat at night" problem, in the user to do a random choice, appeared in front of them, increased the probability of being selected. It increases the probability of being chosen. Go home from work, take a pancake plus two duck heads, the end of the day's hard work is not beautiful. Plain and simple cross-category products A simple product, coupled with a simple action, solves the high-frequency + just-demand problem. As for whether it is low-priced, it is a matter of opinion. Third, to summarize here, you may find that there is nothing profound and ingenious about the community operation of Spring River Slow Duck. The owner of the lady does not know what is called community operation, not to mention that she has not learned the methodology of operation. Just with a warm heart, she mingles with her neighbors, provides them with the best products and services, wins their trust, and gives the originally cold exchange of commercial value a human touch of temperature. Utilizing the community, you can reach users for free, but not bother them for free. The value we provide to users forms a personal endorsement, and the personal endorsement is equivalent to the emotional account of this community, which is the stock of users' satisfaction and trust in us. Every time we create value, we deposit money for this account; every conversion action is taking money from the account. Therefore, keeping the emotional account balanced, so that there is enough balance in the account, is the lowest level of operation logic of all communities and even private domain traffic.