During the epidemic, the group sold a lot of goods. How to understand and grasp community marketing after the epidemic? A sudden outbreak has forced many offline and online enterprises to attach great importance to the value and role of community marketing. In recent months, many retail enterprises are rapidly switching to the way of selling goods in groups to cope with the impact of the epidemic on the arrival of goods in stores. Some brands also quickly launched the partner model. Although various companies have launched various partner models at present, the original intention of most companies to launch the partner model is to sell goods through WeChat and Group. According to recent observations, due to the social control brought by the epidemic, various groups are extremely active. Some retail enterprises are very active. In view of the special moment during the current epidemic, some enterprises are actively organizing groups to sell goods. Some brands and distributors are also very active: business personnel can't get out, but some enterprises with groups are using groups to carry out some business activities, including customer maintenance, customer service, organization and promotion. Some group companies are more active. According to related reports, since the outbreak of the epidemic, the number of group orders of group companies has surged. Some brands, including Maruko, Adi, Givenchy, Kazilan and so on. Community channels and community marketing have been promoted before the epidemic, and community marketing has been further strengthened in view of the impact of the epidemic; It also includes, for example, JD.COM initiated the establishment of a community group buying alliance and launched a community retail channel on 20 19. Recently, the community channel is also very active. Although the epidemic has brought great influence to all enterprises, it has been observed that some enterprises with groups have laid out community channels, community models and community marketing enterprises in advance, which has played a great role during this period and alleviated the impact of the epidemic on enterprise management to some extent. It can be said that "there is a group in the hand, and there is no panic in the heart." Through this epidemic, enterprises really can no longer attach importance to the group, and must realize+group well. Enterprises can't just want to move, but quickly lay out the community marketing system. In particular, enterprises must not take holding a group as an emergency measure to deal with the epidemic situation in a special period, but must take it as an important action for the overall mode conversion and marketing conversion of enterprises, and the system should make good use of the epidemic situation to make mode conversion. (A) to do a good job in community marketing, we must understand the group. How to understand why+Group, combined with the current special market environment, can be understood from two aspects: 1. From the perspective of three-dimensional market structure, the essence of marketing is simply to find people where there are people, complete the influence on people and realize sales. In the era without the Internet, people just live in the real physical space, so marketing is to find your target users in this space and influence your target users through some marketing means to achieve sales. With the Internet, people's living space has changed, from the original physical space of offline life to online virtual space. The online virtual space has built more and more rich scenes, attracting more and more people to the online virtual space. In particular, the development of the mobile Internet has created a more convenient online lifestyle for people and created more abundant online virtual space games. Network life is occupying more and more people's life time. So with the Internet, people's living space has changed, from a single offline space to an offline+online space. For marketing, the market structure has also changed accordingly, from the original offline single market to offline+online two markets. The transition between these two markets is relatively fast. Especially in China market, that is, in just over ten years, a relatively mature and stable offline+online market structure system has been formed. Today, there is no doubt about the existence of the online market; But not ten years ago, most people didn't recognize it-that is, Ma Yun and Wang Jianlin's "100 million gambling game" appeared. At present, we are talking about two-dimensional space under the line and on the line. Teacher Wei Shi, a marketing expert, put forward the division of three-dimensional space. I think from the marketing point of view, the division of three-dimensional space has more realistic value and significance for marketing. Three-dimensional space is to divide the present space and market into offline, online and community spaces and three markets. Or separate the community from the online space and the market. I think this division is more practical for marketing. In marketing, on the one hand, we should find people, and at the same time, we should pay special attention to the relationship with people. Because relationship is a key factor that has a very important influence on marketing. Simply speaking, online space has not changed fundamentally from the perspective of marketing and the relationship with people. But with the new space of community, some important changes have taken place in the relationship with people. The community we are talking about here is a new online social way that has grown up in the social environment built on the mobile social platform after the development of the mobile Internet. This way depends on the internet, but it is different from the general internet link, and he forms a social link with people. This kind of social connection can form a new community relationship between people. And this kind of mobile social link develops very fast, and people's acceptance is very high, represented by WeChat and Weibo. At present, this kind of mobile social link has become the mainstream social way for people in China society. Therefore, separating community space from online space as a separate space has great practical value in marketing. Therefore, this has produced the concept of three-dimensional space. For marketing, three-dimensional space represents three markets, that is, the current market structure is offline+online+community three markets. These three markets constitute the complete market structure of the current China market. At present, social space mainly relies on some social platforms, such as WeChat, Weibo, Live Broadcast, Little Red Book, and Bili Bili. At present, there is no unified model as clear as Taobao and JD.COM e-commerce. However, the social platform is based on socialization and its basic attributes. From the marketing point of view, it can play a very important role in finding users, linking users and effectively influencing users. From a commercial point of view, from another point of view, due to the special attributes of social platforms, community space may not have a pure business model like Taobao and JD.COM. The overall community space and community model will be a relatively decentralized market model in commercialization. Judging from the development trend in the past two years and the marketing value of the community in the three-dimensional space, the community space will be a very important space in the future, and the community market may become a very important market. In any case, at present, for all enterprises, we must first see through the changes in the three-dimensional market structure, see clearly the important value that the future social market may play, and pay attention to and quickly cut into this new market. 2. Judging from the channel changes caused by the epidemic, sometimes, the transformation of market structure and channel structure may experience a major event and some major changes will occur. As people have said recently, the SARS in 2003 promoted Taobao and gave birth to JD.COM. Due to the serious spread of infection, non-contact shopping has become the first choice to fight the epidemic. So this month, society is pushing and enterprises are pushing. Because of the control needs during the epidemic, group buying has become the main choice for most people to buy at home. The impact of this epidemic on consumers' purchases: First, the time period is long. It's been more than a month now, and at present, I'm afraid this control will continue for some time in some areas. A month's time has a great influence on consumers' purchase, which can basically form certain new purchase habits; Second, it affects a wide range of people. Because it is a major epidemic, the whole society strictly controls it, but everyone is required to have family activities and can only choose group buying. Therefore, this epidemic has made many people who don't understand and don't like group buying accept group buying, and also made many older people choose group buying. The resulting impact, after the epidemic, the overall analysis of the channels consumers choose to buy will be more diversified, and group buying will become the continued choice of some people after the epidemic, especially some well-run retailers, distributors and groups will retain some customers. My judgment: after the epidemic, the overall channel system will undergo relatively large structural changes, and the changing trend will be more diversified and fragmented. Diversification means that some consumers will continue to choose their basic purchase channels during the epidemic, such as group buying and on-site shopping; The so-called fragmentation means that these new channels are small in scale and there are many channels, but the output of each channel is not much These new channels will mainly occupy the share of the original offline channels and in-store purchase channels. My analysis: In the market development after the epidemic, offline, online and community markets will form such a market share: 5: 3: 2. Offline channels are still the main channels, but the proportion will decline, online channels (e-commerce, home) will have new development, and community channels will be significantly developed. The above analysis is about one end of the channel. The development of community channels does not represent the development of enterprises in the mode of group warfare, but a form of community marketing. At present, the development trend of traditional enterprises is positive+group, which may become the main force in the future social market. At present, e-commerce companies are also actively cutting into the community model, including Taobao, JD.COM and Box Horse. The analysis of the above two aspects, on the one hand, is based on the changing trend of market structure, expecting enterprises to fully realize the structural changes that will take place in the future three-dimensional environment. At the same time, combined with the possible market impact of the epidemic, it can promote the change of channel structure, and also attract enterprises' attention to the future market structure changes. Generally speaking, I hope that enterprises can solve the understanding of community space and community market in view of these changes, and can upgrade to a strategic height to complete the reform of the overall channel system and marketing system of enterprises. (B) At present, more and more enterprises are trying to join the group. The basic function of the group is socialization, and all other values come from socialization. Different people and different enterprises will stand in different angles and explore some new things around this social function. There is no need to affirm or deny anything at present. The group is characterized by real-time online social interaction based on mobile Internet links. The main value is the change around real-time online. People who study management will pay special attention to the real-time communication value of groups in management. He defined the group as a very good management tool. People who study marketing will be very concerned about the communication value that groups can play in marketing and the value of changing the relationship with users. People who care about selling goods will pay special attention to the selling value of the group. What he values is the property sold by the group. I think these are not contradictory, but stand from different angles and play different group values. No one is right or wrong. I define the value of a group as three aspects: linking, spreading and selling goods. I think these three values can be connected in series or in parallel. The so-called series relationship means that enterprises can integrate these three values and work together; The so-called coordinate relationship means that enterprises can choose a certain value to use. Of course, from the perspective of systematic community operation, series mode is the best, but parallel mode is not excluded. 1. Link is the basic value of the community. Links are a basic feature of the current Internet society. Nowadays, China society is already a linked society. At present, the reconstruction of the whole social relationship and social operation mode is based on the changes in the links. In the current linked society, all enterprises must reconstruct the marketing system and operation system with links as the main body. At present, there are three ways to realize the link: technical means (APP, applet, etc. ), content means (various content platforms, etc. ) and community. Technical means will be more widely linked, and more user operation methods will be innovated based on links; Content means will connect users with content and produce effective user influence. On the one hand, community means that he can establish user links and generate user influence on the basis of links. He will play a better role in managing users, and the community can play a better role in building cognition and improving relationships. The platform built by the community can play a greater role in technical means and content means. The link environment built by the community will play a role especially for the key users of enterprise management. At present, enterprises must adopt various means to establish contacts. From the marketing point of view, it is necessary to establish user links. Marketing in the future link environment will definitely replace marketing in the lost link environment. 2. Communication is a very important value that the community can play. With the development of mobile Internet, the communication environment has changed greatly. The subject of communication has changed, the means of communication has changed, and the form of communication has changed. The change of communication mode is an aspect that has great influence on enterprises. At present, there are basically two mainstream forms of communication: content platform communication and community communication. Content platform communication is based on various official media, WeChat official accounts and other platforms. Community communication is a form of communication based on WeChat, Weibo, headline system and many grass planting communication platforms. At present, these two modes of communication are gradually merging. The main feature of these two kinds of communication is online communication. Online communication will achieve efficient communication. Judging from the current development trend, among the two modes of communication, community communication is increasingly becoming the main mode of communication. At the same time, there are more and more communication subjects and modes, which will gradually form the level and circle of communication. More and more forms of community communication are formed around this kind of community communication: fan communication, KOL communication, KOC communication and so on. This kind of community communication will change the original one-way communication mode and form a two-way interactive communication mode. This two-way interactive communication mode will achieve better communication effect; What's more, the communication of community will produce better fission communication effect. Judging from the most basic social attributes of the community, communication is a very important basic function of the community. It can also be positioned as an independent basic function of the group. 3. The sales team can sell goods. Group sales can also be positioned, which is a major function of the group. Group selling is not necessarily a model, but can be divided into several levels: simple group selling: you can sell goods by pulling a group. This is actually the same as deep distribution. In-depth distribution is to shop the goods to the store, and group sale is to shop the goods to the group. This simple way of selling goods in groups requires Doraemon. The goods have certain characteristics and the price has certain advantages. In the operation of the group, less energy can be spent and the operating cost of the group will be lower; The possible result is that the participation of group members (consumers) is lower and the contribution of consumers is lower. Suitable for more enterprises and more people-especially strangers to sell goods. Senior group selling goods: not only pulling the group, but spending a lot of energy and cost on the operation of the group, making the group operate into a community with certain activity, trust and stickiness. There may not be many members in this group, but they have high value contributions. Doing such a group sale well requires high group operation ability and strong supply chain organization ability. This kind of group selling is especially suitable for stores+groups: each store has formed a certain acquaintance relationship with customers. On the basis of this acquaintance relationship, the purpose of store+group is to better improve the relationship with customers and improve the weak relationship into a strong relationship with the help of groups; The ultimate goal is to form higher customer value. The store+group can have two goals: first, use the group to do a good job in customer operation and improve customer relations, thus generating higher customer value; Second, the group can help the store find more customers, and then use the operation of the group to improve the output of the store. Simply put, the shelves are wider and the business circle is bigger. On selling goods by heads of delegations: heads of delegations are a new role that some people who have the ability to be a community can play in the current mobile social environment. At present, there are two ways for the leaders of the observation group to sell goods, but most of them are simple ways to sell goods, and some leaders have strong ability to sell goods at a senior level. Judging from the rapid development trend of head market and head, this distribution system with head as the main body has basically taken shape. At present, it can be an important supplement to the store distribution system. Therefore, from the above analysis, the three functions of the community can play different roles. Different enterprises and different people can use one of their values, depending on where your needs are. I can pay attention to user links, I can also pay attention to the marketing communication value of the group, and I can only pay attention to the sales value of the group. You can also choose different ways of selling goods, which can be a simple way of selling goods, or you can choose an advanced way of selling goods that consumes energy and cost on the basis of good group operation. The key to choosing which method is to calculate your time cost clearly according to your own ability. (3) In fact, what enterprises need to change most at present is not to just look at stores to sell goods. Three-dimensional space has created three markets, and offline+online+community has become the reality of the current market structure. My judgment: in the future, the community that sells goods (that is, the people who sell goods) will develop faster. From a certain point of view, the cost of selling goods by people is lower than that of selling goods in shops; More importantly, mobile social ways will be better developed, and more people will participate in this mobile social environment more; This group will be even bigger, perhaps not the concept of 6.5 million small shops, but a more imaginative number; In the future, the development of technical means will better promote people to sell goods. Therefore, at present, both retailers and brands need to lay out all channels as soon as possible, and do a good job of store+group and brand+group as soon as possible. It is best for retail enterprises to do a good job in system layout from three aspects: linking customers: establishing customer links through various linking means and establishing online relations between enterprises and customers. This is a necessary state. On the basis of this online link, enterprises can effectively operate customers. Marketing communication: For retail enterprises, the current corporate marketing communication and community communication must be the most effective means. Enterprises must attach importance to this community communication model. Community communication can achieve the effective reach of communication content, and if your group and your communication content are more valuable, it will also produce the effect of communication fission. Selling goods: whether it is better to sell goods through group stores or to choose to sell goods through group stores, these two modes are worth trying. Retail stores+group need to integrate the functions of these three groups, which will play a better role in+group. Brand+group can try more: brand needs to try channel+group. Channel+Group is to help brands achieve better customer links, customer operations, better brand communication and better sales through the three functions of the Group. The brand needs to try+the group to do C-side operation. You can make several choices according to the actual situation of the enterprise: user link: you can link to a wider range of users, or you can link to key users, such as KOL, KOC, fan users and so on. After realizing this kind of user link, enterprises can do many things. Brand communication: the communication system of brand owners needs to be transformed. But this change is not only the change of communication channels, but also the change of communication concept, from the original thinking in the megaphone era to the community communication thinking in the mobile era. Enterprises need to establish a new communication system around community communication. Representatives include WeChat, Weibo, Little Red Book, Headline Department and so on. Brands can only pay attention to the communication value of the community. But we must pay attention to the communication value of the community. This community communication system enterprise must be built as soon as possible. Selling goods: enterprises in the community can try two ways to sell goods. You can choose a simple way of selling goods, that is, "deep distribution community", or you can try an advanced way of selling goods. Brands need to use community means to transform users' operational thinking. We should make good use of three important values that groups can generate to operate user value. The "three commandments" for enterprises to do a good job of+group demand: First, avoid quick success and instant benefit; Community system is a new enterprise marketing system layout. As a new marketing system, it will not be a simple group action. Enterprises should get rid of the idea of quick success and instant benefit. Don't think about seeing big results right away. It is necessary to complete the relevant layout, make this system systematic and solid, and gradually cultivate a valuable new marketing system. Never use it as an emergency measure during an epidemic. If you just want an emergency, you can't do it well. Second, don't rush for success: to do a good job in the community system, no matter which function, enterprises need to have the ability of community operation, technical support system and enterprise organization guarantee. Before carrying out community operation, enterprises should basically have the ability of community operation and make overall system planning; It is necessary to establish a corresponding technical system. In particular, the establishment of user links, user operation system, marketing integration system, as well as goods, orders, logistics distribution system. The three precepts go their own way: facing the three-dimensional space and aiming at three markets, not an enterprise has three business teams, three business systems, offline, online and community. This direction is wrong. The right direction is that the three markets must be integrated. In order to form three new business systems with spatial integration, enterprises can organically integrate offline, online and community business models.