New retail era, the circle gradually realized: more money more goods, not as much as the amount of fans. Management of the fan economy, retail merchants to face the future competition of the core competitiveness. It is an indisputable fact that business in the traditional industry is not doing well in recent years, and traditional brick-and-mortar stores need to use new ways of acquiring customers, attracting flow, precipitation, and realization. Problems faced by brick-and-mortar stores: 1, fewer and fewer customers; 2, marketing is getting worse and worse; 3, inventory is getting higher and higher; 4, more and more rivals; traditional brick-and-mortar stores in the business model of the three elements: location, merchandise, promotion. If you continue to solve the problem according to the traditional ideas and models, it is difficult to receive results. Because the products, stores can be imitated, only the customer relationship, can not be imitated. If the physical store to transform the success, we must change the idea of operating users. Traditional brick-and-mortar stores operating users is usually the mode of flow thinking: spend money to buy traffic - to attract people in need - to stimulate their desire to buy - promotions to cause purchase -Repurchase. New retail emphasizes the user thinking: attracting with value - activating old customers - generating dialogue with customers - creating word of mouth to drive customer participation - and prompting customers to recommend and spread. -Promote customer recommendation and dissemination. Because it is an indisputable fact that the traditional traffic is getting higher and higher, low-cost traffic is the goal pursued by all the merchants. And the most labor-saving way is to let the customer fission, bring new customers. So, how to solve the problem of traffic with the model of community? A complete brick-and-mortar community, need to complete the six links: community planning - gift selection - to attract traffic - community operations - community operation -Activities to realize - customer fission. First, community planning community planning need to know the industry attributes of the physical store and community positioning. Usually physical stores can be divided into three types: just high frequency, just low frequency, niche demand. Three types of community to do it: just high-frequency: the target user attracted into the group, through community operations, activate the customer base and build trust with them, shaping the value, and then bulk turnover (stored value, buy full of activities, etc.); just low-frequency: it is difficult for this type of customers to repurchase, the establishment of the community must be extended to the corresponding products, or joint other surrounding related businesses **** with the operation, the exchange of resources. For example, building materials community can unite kitchen and bath, home and other business cooperation, complement each other's customer base; niche demand: you can establish a content output system, through the content to attract the same frequency as the customer's people, to extend the customer to the national scope. Second, the choice of gifts community gifts can be divided into three kinds: 1, diversion gifts - pull new gifts; 2, lottery gifts - group active gifts; 3, reward gifts - fission gifts. The good and bad gifts have a very big impact on the success or failure of the community. Set the appropriate material incentives, can be active in the atmosphere of the group, while stimulating the group members to take the initiative to fission pull new. Third, to attract traffic to the physical store to build a community, the first target group is definitely into the store customer base, as long as a small gift, you can pull many users into the group, the cost of control within 3 yuan can be. Secondly, online customers, through the heart of the copywriting, content marketing, etc. to let customers heart into the group. At the same time, you can also use the mutual diversion between stores, such as helping other businesses to give gifts, customers sweep code into the group, come to their own stores to collect prizes, etc., the flow of traffic over the introduction of the community. Beauty salons can cooperate with lingerie stores, restaurants can cooperate with fruit stores. There is also a way to consumers in the cooperative business consumption of XX yuan, sweep the code into the group to add the group master friend can go to their own stores to receive free prizes, on-site shopping guide to allow customers to spend a small amount of money to consume. Because customers have a cheap heart, once she felt that the value of more than 100 products as long as you spend 5 yuan can be purchased, will act. Fourth, the community operation after the traffic, the community can begin to operate. Community operation includes: lottery rules, group rules design, trumpet interaction, entertainment topics, discussion topics, sharing topics. The rules of the group must be set up, and everyone's behavior should be regulated in advance, such as prohibiting advertisements to avoid causing resentment among other group members. Smaller interactions can avoid the unfamiliar state of the group in the early days and enliven the atmosphere within the group. The group should also create timely topics to drive group members to actively participate in the discussion, for example, sports merchants can be released in the group on the topic of weight loss, health, etc., to attract the attention of the target group and participation. Fifth, the community realizes the purpose of community operation, lies in the realization. Any activity to be successful in selling, there must be a pre-padding, how to pad? Publishing activities in fact, you can not have to send through the group owner, you can let the trumpet to send, to avoid the group members think it is an advertisement. The activity can also be set up for a limited time, the use of a small amount of psychology, the scarcity effect, triggering the group members of the rapid consumption of psychology. The most important thing is to let most of the customers win the lottery, so that customers take advantage of the bargain, so that when the business is then marketed to realize the time, most customers will be embarrassed to refuse. If coupled with the temptation of giveaways, customers can easily act. There is a model that does not cost money for all group members to win the prize: all group members can receive the third prize for free, and after cashing in the prize on site, convince them to add some money to upgrade to the first prize, which is enough to cover the cost of the 1st prize. This way you do not spend a penny, all the customers are sent a favor. Six: customer fission we deal through the community, a WeChat group can only put 500 people, no matter how the deal, sales are difficult to break through. How to make the community a group into several groups, or even dozens of groups?1, let the customer friends into the group, there are prizes; 2, the customer hair circle, there are prizes; 3, the customer brought friends to recharge, there is a big prize; 4, the formation of the community alliance, united with the other neighboring merchants to form a viscous business circle. Now online and offline marketing scenarios tend to converge, which is a kind of flow on the complementary, not only can increase user stickiness, improve user loyalty, the key is to save marketing costs, the formation of a closed loop of traffic. The combination of social marketing and physical stores helps to avoid their own short boards. Using the Internet as a tool for marketing physical stores, physical stores will be like a tiger with wings, a higher level!