The establishment of media matrix can reach the target group in multi-dimensional, wide coverage, multi-form and high frequency, and realize the goal of brand promotion and product sales of chain pharmacies. With the advent of the Internet of Everything era, platforms are interoperable, and the operation of public domain and private domain platforms is more and more closely combined. More and more enterprises have been practicing the "public-private integrated operation" of "making scale in the public domain and making profits in the private domain". Under the background that everyone is self-media, linking various nodes, creating and sharing content, and the media is diversified and fragmented, the self-media matrix based on private domain traffic and public domain traffic platform is gradually valued by enterprises. Creating a media matrix is the only way for the development of pharmacies? It means that enterprises form a media matrix from multiple media platforms according to the needs of publicity, amplify the publicity effect through the synergistic effect of various media, cover as many customers as possible, and realize better brand communication and maximum traffic conversion. The purpose of creating a self-media matrix is that with the development of the medical industry, the era when sovereignty belongs to consumers is coming, and the underlying logic of pharmaceutical companies has also changed. How to attract and retain users has become a problem that enterprises need to think about. The particularity of the pharmaceutical industry determines the professional service level and response speed that users are most sensitive to medical services, which cannot be achieved by conventional marketing methods. What do you expect to achieve from the media matrix? Different enterprises have different ways of thinking. Pu Yanyan, marketing director of Qingdao Chunzhixing Pharmacy Pharmaceutical Chain Co., Ltd. pointed out that it is the general trend for pharmacies to obtain more private domain traffic, broaden sales channels, increase brand exposure and create media matrix, which is also in line with the current environment. Baixiu Pharmacy has always paid attention to the attribute of "beauty" and has always been committed to becoming the "best friend or friend" of every beauty lover. I hope that the media matrix can convey the brand concept and brand image of the enterprise more, deeply contact and serve every customer and fan, and let every user find a hundred shows on the online social channels. The reasons why People's Pharmacy will build a media matrix are summarized as follows: to serve its members better; Expand the influence of enterprises and increase the number of brand exposures; From the media multi-platform joint promotion, form a matrix, create value and share value. At present, the self-media matrix of chain pharmacies generally includes official WeChat account, applet, enterprise WeChat, Weibo, short video number (video number /Tik Tok/Aauto Quicker, etc. ), as well as the portal media open platform. And with the rapid development of new media, new media platforms of various contents and forms emerge in an endless stream, constantly supplementing the camp of self-media platforms. At the same time, different enterprises match different types of self-media matrices according to different needs. Dangdang Express Medicine has established a 7×24-hour, online and offline integrated self-media matrix to realize full-time, global and full-scene marketing and service. "Based on offline Dangdang Smart Pharmacy and online platform, relying on digital technology, Dangdang Kuaiyao has established platform applets including Dangdang Smart Pharmacy Multifunctional Smart Screen, Dangdang Kuaiyao App, Alipay, Baidu, Tik Tok and other self-media matrices including Dangdang Kuaiyao official WeChat, Weibo, video number and Tik Tok number. And with the matrix as the carrier, it has achieved online and offline comprehensive user access, digital precision marketing, and multi-scene 28-minute drug delivery service, winning the market. " The person in charge of Dangdang Express Medicine said. According to Mary, CEO of Baixiu Pharmacy, Baixiu has opened self-media accounts and online stores in mainstream graphic and long/short video channels such as Weibo, Xiaohongshu, Aika Automobile, Tik Tok and Bili Bili. "We have been constantly improving the matrix with the habits of users. At first, a number of satellite sub-accounts were laid out in Weibo, and a platform of long video (Bi Li Bi Li) and short video (Tik Tok) with high user stickiness was launched. Then, with the help of the official WeChat account, we promote the brand concept and brand tonality, consolidate user loyalty, output the definition of beauty in Baixiu as a whole, and show the living conditions of every beauty lover. Later, with the growing influence of the grass planting platform (Little Red Book) on users' consumption decisions, I gradually shifted my focus to Little Red Book, hoping to cover more people in the short video field, so I moved to iQiyi and opened the first iQiyi contact lens shop. In the future, Baixiu will continue to pay attention to the habits of users and fans and meet with you in as many forms as possible. " Mary said. The unresolved problem is that the positioning of the media platform is unclear, it is difficult to increase the powder and it is difficult to realize the flow. Take the service number or subscription number of the official WeChat account as an example. Although many enterprises have been operating for a long time, the above problems have not been solved. How to refine the operation of users and how to improve the marketing conversion rate need to be continuously explored. Secondly, the operation team is difficult to recruit, train and form. As a pioneer in the media industry, full-time media platforms are facing the problem of difficult talent recruitment, not to mention the lagging pharmaceutical industry. After preliminary exploration, some enterprises have initially formed a self-media organizational structure that meets their own needs: People's Pharmacy has set up a new media group, with full-time staff as the team leader; The self-media matrix personnel of Baixiu Pharmacy include account operation, copywriting/photography content assistant, media supervisor, media specialist, advertising group and live broadcast group. Everyone cooperates with each other to jointly produce accumulated materials, and then release them through official channels, while recycling interactive data and effect feedback, and constantly optimizing the follow-up work after the resumption; Spring Star's self-media personnel, including those from e-commerce, marketing, industrial chain and other related departments, have formed a standard operating process of "product selection-marketing-publicity-live broadcast from the media-realization". Third, the risk of violation is high. The Advertising Law has strict requirements for the pharmaceutical industry, and there are many restrictions on the advertisements of pharmacies. The risk of violation is relatively high, so it is necessary to carefully control the platform usage rules and content publishing. In response to this problem, enterprises in the industry have also explored different solutions: for the content posted in the WeChat circle of friends and the official WeChat account, Spring Star requires the store manager and the clerk to provide a unified copy. The popular science articles published by Zhang Zhongjing's pharmaceutical service number need reference sources, and a peer review mechanism for professional doctors has been established. Baixiu Pharmacy is very cautious in opening accounts and exporting contents because its products have the attributes of medical devices and medicines, and avoids using extreme words. At the same time, attach relevant certificates of conformity and examination. Based on years of industry cultivation, it strictly controls the professionalism, accuracy and compliance of the content. Ordinary people's pharmacy has formed a standard SOP process, from content production, review to external release, the whole process is strictly controlled to avoid risks. Strengthen the relevant training for the team every day to prevent delays. Accurately grasping the role and positioning different media platforms have different characteristics and user attributes, so the content and form that users like will be different. Chain pharmacies should accurately locate different media according to the characteristics of each new media, and then determine the direction of publishing content, which is either deep, valuable, temperature or interesting. Through the accurate grasp of the content that users like to watch and are willing to spread, scientific arrangements are made to find vertical users and achieve efficient access. Taking user attributes as an example, users of Tik Tok and Aauto Quicker platforms are highly active, so enterprises that promote brands and sell goods through platforms are equally active; According to the data released by QuestMobile, the number of daily users of headline information platform today is 65.438+0.2 billion, and the average daily usage frequency is 654.38+0.2 times, ranking first in the comprehensive information platform, and the population aged 654.38+09-35 accounts for nearly 70%, with a higher proportion of men, and women prefer food and health content; Billie Billie is the media that users prefer to stay in the Z era. The average age of 78% users is between 18-35 years old. According to the data published in Weibo User Development Report in 2020, there are 220 million daily users in Weibo, and the user group is younger, accounting for about 80% after 90-00, and most of them are female users; WeChat official account and video number are more conducive to users' long-term storage, sharing and review. According to the data published in 20021wechat open class, the wechat platform has 360 million users every day, and the traffic is huge. Only by mastering the characteristics of each media platform can pharmacies formulate scientific disposal strategies. The form of self-media creation can be graphic (long text, short message, etc. ), audio, atlas, video (long video, short video), can be widely tried according to consumers' hobbies; Different platforms are suitable for publishing different content, so it is necessary to choose a platform suitable for enterprise content. For example, both are social media, but the official accounts of Sina Weibo and WeChat are different. The former is suitable for short messages and statements, and has distinct media attributes, while the latter often has more in-depth content. Because all walks of life pay different attention to different media platforms, the main platform and sub-platform of media matrix layout are also different. Some enterprises mainly use short video platforms (Tik Tok, Aika Auto Aauto Quicker), supplemented by long video platforms (囎囎), social media (official accounts of Weibo and WeChat) and graphic media (headline number and Baijia number); Some enterprises mainly use official WeChat accounts, supplemented by Zhihu, Douban, The Paper, Tencent News, headline number and Weibo. In the pharmaceutical retail industry, because members are more inclined to obtain content related to their own health, most chain pharmacies position the official WeChat account as a health service platform, output health science content, and provide relevant information and consultation/health management services. Chain pharmacies have different positioning and attention to each platform: Chunxing uses corporate WeChat as a traffic pool to facilitate publicity and accurate empowerment; Take small programs as the online entrance of enterprises, as sales channels, and display brands; Platforms such as Tik Tok are only used to promote company activities and corporate culture. Baixiu Pharmacy regards Weibo as the main position of event marketing, constantly sucking powder to improve its popularity; The official WeChat account is responsible for exporting brand ideas, launching new products and maintaining member loyalty. After the content is output, he will share the powder through fission and guide it to the community, and finally realize the realization; Xiaohongshu mainly outputs content in the form of planting grass and popular science to gain users' minds and dig more good products for users; Tik Tok is realized directly by exporting product selling points and expressing price advantages; Aauto Quicker constantly digs new users through anchors and transfers them to stores to promote purchases. The People's Pharmacy also built an account matrix in the field of short video. Tik Tok account "People's Pharmacy" is the official account of the only listed company in the pharmaceutical retail industry in Tik Tok. In addition to the official brand Blue V, the People's Pharmacy also opened different subdivided content accounts according to the different attributes of different users. For example, the video numbers include "Sister Wang's Health Theory", "People's Question 100" and "Drug Detective-Xiao Xin" which attracts young people in Tik Tok. Each account has a clear positioning and complements each other, creating practical and interesting high-quality content and spreading health knowledge in joy. The official account of WeChat mainly focuses on knowledge popularization, member user operation management and brand promotion. At present, the service number of "People's Pharmacy" has grown into the largest service number in the industry through deep integration with stores, with tens of millions of users. According to Sun, assistant general manager of the new retail department of Jilin Pharmacy, the shopkeeper number independently created by the store manager in the past has achieved good results in service and sales, and has been fully promoted in the company. The official WeChat account, which will be developed in the future, needs to continuously improve the quality of original content, enhance the readability of the content, and then increase the number of views, click-through rates and readings. Based on Tencent's ecosystem, enterprise video number is setting up a team to try to build enterprise IP, thus increasing the publicity of enterprises; Due to many restrictions, Tik Tok and Aauto faster's short video public domain platforms can be used for knowledge dissemination and corporate image display, and content dissemination can be achieved by making short stories or funny short videos related to pharmacies. A hundred flowers blossom, and pharmacies have changed greatly from the media matrix. The value of establishing media matrix is that it can reach the target group in multi-dimensional, wide coverage, multi-form and high frequency, and realize the goal of brand promotion and product sales of chain pharmacies. In the specific marketing activities of chain pharmacies, the established self-media matrix has greatly enhanced the marketing effect of enterprises. Previously, the Qixi marketing campaign held by the People's Pharmacy successfully created an explosive article with a reading of 65,438+10,000+on the official account of WeChat with the help of the advantages of corporate media matrix, and released it simultaneously on media platforms such as Tik Tok and video number. And spread it through social relationships of different accounts, with considerable exposure of the whole network. The self-media matrix of Baixiu Pharmacy covers more new media traffic platforms, and the combination forms used in publicity are also more diversified. For example, the new product release adopts the matrix delivery method of "live broadcast+Weibo+Little Red Book", and the private domain resources of online business are all exposed, which can obtain a large number of users; Increase the cost of advertising in online business activities such as store celebrations and double eleven, and carry out multi-platform joint promotion to maximize the effect. With the media matrix as the carrier, Dangdang Express Medicine can not only reach consumers through online and offline channels, but also standardize the output of "medicine plus medicine" health services. Doctors/pharmacists provide users with professional medication guidance, medication cycle reminder, compatibility taboo tips, health science popularization and other services; For seasonal and periodic diseases such as influenza and allergies, Dingdang Express Medical can also provide users with disease prevention guidelines accurately through the media matrix, forming continuous and close interaction with users, promoting users' efficient transformation and increasing users' stickiness. On the Christmas Day of 20021,Dingdang Aauto Quicker Medicine successfully held the first Christmas Carnival of Dingdang Aauto Quicker Medicine by connecting an interesting H5 Christmas game, a jingle song and a unique Cosplay activity through online and offline integration from the media matrix. After paving the way for the H5 game, Dingdang Aauto Quicker Medicine's "About Christmas" welfare special session took over, and the one-yuan spike and good sales continued to gather popularity for Dingdang Aauto Quicker Medicine. At the same time, Dangdang Express Medicine has launched exclusive popular emoticons such as "Little Deer Compare Heart" and "Little Deer Water" from the media platform; Tik Tok's official torch relay launched online activities, such as the theme challenge of "Christmas carnival jingle". While becoming popular on the Internet, online 16 cities were linked grandly. The shop is decorated in a Christmas theme style. Brother Pottery wore antlers and red clothes, dressed as Santa Claus, which surprised the ordering users. At the same time, the Christmas jingle Song began to be widely sung, and a series of offline Cosplay activities spread through the media matrix, forming an online and offline closed loop, pushing the whole activity to the peak. Through the online and offline media matrix communication, the two-way interaction between users, fans and brands can be realized. The short media array in the station resonates with the media resources outside the station, and the omni-channel brand exposure reaches 65.438+0.5 billion+. In addition, the joint dictionary "Divide and Rule" jointly developed by Dingdang Aauto Quicker and Netease Youdao Dictionary Pen has planned a series of short videos of different scenes around the pain points of parents' tutoring children's homework, and spread them through various media channels such as WeChat, Weibo, Tik Tok, etc., preheating and promoting cross-border goods, achieving a total interaction volume of 20w+ in Weibo, a reading volume of 65.438+0.5 billion+in Weibo and a 90-day high in Weibo index. It is a systematic project that needs to be adhered to for a long time to build a short queue of pharmacies from the media, and some difficulties need to be overcome. Matrix operation is also a process of dynamic supplement and elimination. Enterprises need to grasp the key points, build a high-quality matrix, and then turn it into a private position to maximize the value on the basis of adhering to the stable output of content.