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No matter which city you go to, you can see famous and excellent products. In the development of these years, famous and excellent products are also facing transformation and upgrading. How does it operate private domain traffic and increase the number of members from 1 to 31 million? The author of this paper analyzes this, hoping to help you.
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During the development of these years, when the famous and excellent products are facing transformation and upgrading, what I feel most is that our competitors are actually not peers, but our users.
how to understand this sentence?
if you only see peers, the result is homogenization, shanzhai and price competition.
However, market competition is not the price competition of homogeneous products, but around the market demand, to meet the demand or guide the demand.
so, who decides the market demand?
consumers, of course, that is, our users.
Today's consumers are no longer simple buyers and users of products. They have become brand builders and advocates, or product promoters, distributors, and even product innovators.
once we regard the brand as the same body of enterprise and users, all the behaviors of the brand, whether it is product research and development, marketing promotion, fan activities or media strategies, are all in the process of communicating with consumers.
therefore, the core logic of brand lies in operating users, and brand building means that whether a brand is successful or not depends on whether consumers buy it or not, and whether it is valuable or not depends on users.
this is also why in recent years, famous and excellent products have begun to pay attention to users' right to speak about brands, and shifted their focus from pulling new growth to paying attention to the vertical operation of existing users, that is, the refined operation of users.
so, what is the key to the user operation of these famous and excellent products?
there is a very important catch: the refined operation of private domain traffic.
The essence of private domain traffic is people
The concept of private domain traffic rose in 2118, and it has been an unavoidable field and topic for major brands to grow in the past two years. Especially during the black swan "novel coronavirus" epidemic in 2121, many enterprises began to accelerate the online transformation, which ushered in an unprecedented awakening of private domain traffic awareness.
At present, the definition of private domain traffic in the industry is generally: traffic owned by brands or individuals, which can be freely controlled, free and reused, including personal micro-signals, WeChat WeChat official account, WeChat groups, friends circle or apps and applets independently developed by brands.
what corresponds to private domain traffic is "public domain traffic", that is, these traffic are not owned by the brand itself, but bought on other platforms.
specific to reality, such as Tmall, Taobao, Baidu, JD.COM, Today's Headline, Pinduoduo, etc ... There is no threshold for these flows. You can enter the market with money, and you can quickly attract customers with high prices.
why is the private domain traffic so hot?
my understanding is: during the internet bonus period, when fishing with a big net, you can catch one fish accurately. There are many people but few fish, and you can't catch all the fish in the wild pond (public domain). Who cares about the private domain traffic?
At present, many enterprises collectively re-pledge private domain traffic, which obviously reflects a problem, that is, the cake is no longer getting bigger, but more and more people want to share a piece of it, coupled with the high cost boost in getting low customer conversion; In the face of the new reality, enterprises have to re-examine the value of users. In the past, they only sought transformation and bought.
Now, we are still considering whether we can let users continue to buy again and then buy again; Even let old users bring new users.
However, during the communication with some enterprises in recent years, I found that many brands have fallen into several misunderstandings in the operation of private domain traffic:
First, private domain traffic = community+personal number.
I want to emphasize that you must have matrix thinking when doing private domain traffic. To find the contact entrance of private domain, the first step is to know where the traffic comes from.
Many people will think narrowly that private domain traffic only exists online, such as community and circle of friends, while some huge offline traffic is ignored.
in fact, every potential consumer who walks into the store and is willing to buy is also the private domain traffic of the brand.
if it is a retail chain brand, such as famous products, Uniqlo and Perfect Diary, which have stores under the line, then the customers who come to the store every day are the biggest natural private domain traffic of the brand.
when consumers enter the store, how can the enterprise facilitate the transaction, make them become our fans and join the membership, and after leaving the store, how can we effectively reach and manage these consumers through digital undertaking, and precipitate them into high-value users? This is the core.
similarly, the brand also has a lot of user data on major social platforms, Tmall, JD.COM, Pinduoduo and its own shopping malls, as well as precipitation data in CRM, which are really in the hands of the brand and the source of its private domain traffic.
second, users are regarded as traffic, and there is no emotional link with temperature around "people".
At present, most of the private domain traffic with multi-brands still follow the original e-commerce thinking, which is the concept of conversion rate and harvesting leeks.
For example, as a community, many brands just ask the customer service team to create a large number of WeChat personal numbers, attract users like bonus hunter, and then bombard the group with all kinds of advertising information. As a result, most communities will soon become "zombie groups" and it will be difficult to operate for a long time.
to empower brands with private domain traffic, what we need to do is to manage the lifetime value of users, and change the logic of selling goods (traffic harvesting) into the logic of paying attention to user value (customer lifetime value).
selling goods means selling products to 111 people or 1,111 people, while operating customers are screening out "trust flow" and asking him/her to buy 1,111 products or asking this person to recommend 1,111 people to buy them, which is a trust relationship.
thirdly, it pays more attention to price drive than content output.
there is a serious shortage of high-quality content, which has been a problem since the beginning of the social media era, and it has become more and more obvious in private domain traffic operations.
The product selling point, brand values and activity attraction conveyed by the content to consumers are very important. If you just wash powder crazily with discounts and concessions and let users be completely driven by price, it will continue to overdraw and dilute the already weak brand power.
from the bottom up, the essence of private domain traffic is not traffic, but people. People are not simply data representation, but there are countless emotional links behind them.
therefore, what can really help brands realize the value of private domain traffic and widen the gap between different brands is to insist on refined operation, take users as the core, design the details of each operation path and do a good job of communication and interaction with users every time, which is the pursuit of higher operational efficiency. This is private domain traffic.
it is precisely because we saw the essence of traffic earlier that in the period when the private domain traffic was far from being widely discussed, the famous and excellent products were fortunate to integrate and open up the traffic of various channels with the help of the east wind of the Internet, and walked out of a combination boxing of online and offline private domain traffic "store+member deep operation+new community marketing".
31 million member growth strategy
Lifelong value management by users
The member strategy of famous and excellent products can be seen from 2117.
Like most brands, the famous and excellent products that were developing at that time faced three pain points:
On the data level, we have huge online and offline traffic, but the data of various channels (stores, e-commerce and online new media) are scattered and cannot be accessed, and the driving force of data for marketing activities is weak.
a better understanding is that we can't clearly know the user's gender, age, occupation and identity, what he/she likes, what brands he/she is keen on, what current events he/she cares about and what content he/she will be attracted to.
at the operational level, there is a lack of a systematic operation system, and the operation cost is high. It is impossible to provide differentiated services according to different users and scenarios, and it is impossible to form brand competitiveness and brand characteristics.
at the store level, terminal stores cannot be effectively empowered. Specifically, there is a lack of store marketing empowerment tools; Activities and operations rely on store clerks and lack the means to effectively operate consumers around 3 kilometers.
2117 is the first year when applets broke out. Applets attached to WeChat ecosystem are not only a sales channel for new offline retail, but also a very good platform for brand exposure and deep communication between brands and users.
in order to get through the data of various channels and improve the user experience, the famous and excellent online member applet has officially assumed the vanguard and the most front-end carrier of the refined operation of private domain traffic.
figure 7-1 SCRM architecture of excellent products
so, where do the members come from?
In the initial stage, the famous and excellent products mainly attract new passengers in the following ways:
Online: After years of hard work, WeChat official account, a famous and excellent product with 31 million fans, has formed a natural private flow pool, which provides a good soil for us to precipitate fans into members. That's why I suggest that brands pay attention to WeChat official account. Because WeChat official account is now the brand's private domain traffic official website, plus online shopping malls, WeChat official account can become the link point of private domain traffic.
Offline: We followed the method of scanning code to pay attention to the famous and excellent product WeChat WeChat official account, and the store cashier guided consumers to scan code to send shopping bags to registered members.
Figure 7-2 Shopping bag sending activity for registered members of the store scanning code
Because it is all their own traffic, the original accumulated cold start cost of famous and excellent members is very low. Up to now, through online and offline dual-channel drainage, the number of members of famous and excellent products applets has reached nearly 31 million, and the repurchase rate has increased by more than 3 times.
what is the concept of 31 million people? This figure is almost equal to the population of a super metropolis (the permanent population of Shanghai in 2119 was 24.28 million). Therefore, when we talk about the member system of famous and excellent products, we are actually talking about a traffic city.
to achieve such an "army" battle, how do famous and excellent products operate and revitalize this huge membership system?
1. The organizational structure is "skeleton"
Because the membership operation will mobilize the online, offline, e-commerce, stores, commodities, logistics, brand, market, technology and other departments of the enterprise, the brand center was the leading department at that time, and the information technology management center, operation center, commodity center and e-commerce division set up a member group of famous and excellent products.
2. Data ability is "blood"
User insight is not a subjective and emotional word, but a vast "mathematical problem". Behind it is a comprehensive understanding of users' portraits and behavior habits through data analysis and collection, which turns users from "cold numbers" into "fresh individuals" and continuously interacts according to their needs.
In user analysis, data can accurately predict user preferences.
for example, through the analysis of the number of famous and excellent customers, we find many interesting data conclusions: the main consumer group is characterized by love of beauty, which accounts for 27%, and the consumption frequency and contribution are the largest; A number of goods hoarding groups, IP enthusiasts, snack eaters, and weekend strollers (taking babies to buy toys on weekends) are also a major consumption feature of the famous customers.
after reading these data, it can further guide brand decision-making. Like the IP lovers mentioned above, this reflects the preferences of young people. Therefore, this famous product quickly responded by introducing international IP, and explored a mature IP cooperation system, and cooperated with Pink Panther, KAKAO FRIENDS, Marvel Comics, the Forbidden City and other IPs to launch peripheral products, so as to seize the trend taste of young people and provide original designs.
3. The operating mechanism is "meat"
When it comes to operating users, fast-moving retailing is not a new concept. But how to operate effectively and realize real maintenance and transformation, there are many places to be improved.
In this section, all the core of the famous and excellent products are around users and people's value, and three strategies are mainly adopted:
1) Product upgrading
Products with high frequency and just need can be used as flow products to attract members to the store. For example, the DNA categories of famous and excellent products are daily use, beauty cosmetics and snacks, which have a high penetration rate in consumers' minds.
Figure 7-3 Snack Festival Activities of Famous Products
Famous products launch activities for members, such as adding 1 yuan to buy masks, promoting beauty products and eggs, and eating food festivals (members can get coupons for food over 111-15 yuan if they buy more than 5 pieces of food).
among them, in cooperation with the explosion promotion activities of beauty eggs, reach members who have a high probability of going to the store to spend money and buy beauty tools. The consumption rate of reaching members reached 24%+ in a week, and one-third of them bought beauty tools.
In addition, there is our mask redemption activity in 1 yuan. After participating in the mask collection activity, members' trust in famous masks has increased, and more members will choose to consume masks when shopping.
therefore, famous and excellent products are generally attractive explosive products aimed at attracting members to buy in stores again, mainly to connect consumers with stores, and then deepen the connection with consumers through exclusive activities of members to stimulate consumers to make secondary consumption and forward fission.
2) Promotion of rights and interests
Members' rights and interests mainly focus on improving users' sense of value and user experience settings, reflecting the differences between members and non-members, and making members see them in a prominent position in the store, thus enhancing their sense of honor. The common dimensions of rights and interests of famous and excellent products are as follows:
product category: new product priority experience, free trial, limited snap-up activity category: member's day, member's birthday benefits, priority participation quota in marketing activities category: discount, coupon, double points, gift exchange service category: additional services, such as eyebrow trimming, giving away shopping bags, etc. horizontal alliances: enjoying products/services of other cross-border alliances
Here are some simple examples.
Our users have some points in their hands, but they don't feel it and can't remember to use it. The implementation of the points system is to let consumers know that they still have money in famous stores, thus increasing the frequency of users' re-purchase.
Create "Mingchuang Wednesday Member Day": Create a carnival shopping festival exclusively for Mingchuang members, with different membership levels, and enjoy the full audience in 68 yuan -11/8/6 yuan every week.
Figure 7-4 Members' Day on Wednesday
The advantage of the festival is that we can increase the frequency of consumers' visits to the store through the festival outside the weekend peak consumption. At the same time, the mechanism that "Wednesday's Famous Creation Day" is set at 68-11/8/6 yuan has also effectively raised the customer unit price.
exclusive benefits for members: by managing users' expectations, a series of members' pet powder benefits are created.
For example, some IP products have the preemptive right, star concert ticket benefits, members' birthday points are doubled, and they are entitled to exclusive birthday coupons in 8 yuan, free shopping bags, eyebrow trimming service at the store, and so on.
3) Fine operation
The essence of fine operation is the operator, which is to optimize the operation strategy and experience links for different subdivided user groups on the basis of digging deep into the bottom of user needs, and use the right time, the right channel and the right way to give the right users what they want, so as to interact with users.