Home >

Huang Mingduan, Chairman Of Da Yun FA, The Bottleneck And Solution Of Flying Bull Network

2014/4/16 11:16:00 87

??? 日本語 Fran?ais English 中文

traditional businesses such as Carrefour enter the electricity supplier to test water is not successful.

Huang Mingduan, executive director of Da Yun FA chairman and Fei Niu network, said, "I have been running big RFA for 17 years, and have never hurt my mind about drainage." but the most troublesome problem for Huang Mingduan now is the drainage problem of flying cattle net.

recently, Huang Mingduan appeared in the 2014 joint business network conference and the China Retail Development Summit Forum, talking about the drainage differences between online and offline, and how to do drainage in the era of e-commerce.

below is Huang Mingduan's speech: .

this time I was invited to talk about < < a href= > http://www.91se91.com/pioneer/ > drainage > /a >.

Let's take a look at the experience of these months. Let's compare the differences between online and offline.

I think the theme of today is too good. "Everything starts with creating a customer", I think this sentence is familiar. In the past two or three years, I probably have all the occasions with opportunities to encourage my supervisor. I say you should not think too much about retail business, "start with creating a customer."

In fact, I've been reading management books for many years, and I haven't read it for many years. I have been talking about business for many years. What has our company been talking about, the company's vision, the company's mission, and the company's corporate culture, but never seriously considered a question: what is the purpose of an enterprise?

A few days ago, I stumbled across the book of managing master Drucker in the bookstore. I was thinking, I have been running an enterprise for so many years that I should have another experience in reading P books.

Drucker said in his book, "the sole purpose of an enterprise is to create customers". I am shocked to see this sentence. I do not know what I am busy with every day and hurry. In fact, the purpose of an enterprise is to create customers. It is as simple as four words.

Drucker also said in particular, "no customers, no enterprises."

Later, I kept thinking whether the book was right or wrong. I still went to read his original book. Yes, "The purpose of business is to create customers - the purpose of the enterprise is to create customers". He posed four questions to customers and a deeper understanding of customers.

first, who is the real customer; second, where the potential customers are; third, how do they buy goods and services, just talking about consumer buying behavior.

The fourth is how to reach these customers.

I think this time we will talk about drainage and how to bring in this customer.

Then, I will make a difference between online and offline drainage.

Lian Shang network knows what the most troublesome problem is now. After the flying cattle line, I do not hide from you that the most troublesome thing for me is drainage.

I have been running Da Yun FA for 17 years, and I never hurt my mind about drainage.

(line down) drainage, in fact, has been confirmed from the point of choosing good location.

And flying cow net, I was thinking every day, always thinking how to drain, so drainage is strictly becoming the top priority of the electricity supplier.

Before I entered the electricity supplier, someone told me that drainage is the most troublesome problem, which is really my most troublesome problem.

Of course, just like Mr. Drucker said: no customer, no enterprise, no traffic, no customers, no enterprise.

I will first talk about how we drained the a href= "http://www.91se91.com/pioneer/" below the line < /a >.

Generally speaking, before and after the shop, we decide to drain from the beginning of the shop. Generally speaking, we will do business analysis. In the end, we will analyze the number of people in this business district. What is the location of your store? What is the most important thing? You need to know how the customer came. Whether the customer is on foot or by a non motorized vehicle, or by a motor vehicle or by bus, you have to help him think about it.

If it is not enough, then we may send a shuttle bus to pick up the customers. So when we were in Shanghai, we lifted the bus very early because the parking lot was not big enough, so how did the customers come? Instead of letting the customers get in, we sent the car to pick up the customers.

These are drainage methods.

Therefore, the first element of drainage is the business circle analysis. We decide to set up shop; second, site evaluation, store design.

By the time we finish our shop, if you have good merchandise, good price, good sales promotion, good service and good shopping experience, I think this passenger flow will come again and again.

As for hypermarkets, we will do some promotional activities on a regular basis. We have a very important thing, which is also related to customers. We call it express.

As long as we do a good job in quality management, do a good job in commodity management, do a good job in supply chain management, and do well in customer service, then we will continue to visit customers, so drainage is a very simple matter for us.

next I will talk about the difference between the drainage line and the line.

Just now, I said the drainage under the line is relatively simple. As long as the stores do a relatively strong sales promotion, let me give you an example. If you buy one get one now, I believe you will come to the crowded customers immediately. This is the entity store drainage and some activities.

Now, if you are a supplier of electricity, even if you send it free, you will not necessarily have customers access to the Internet. So if you want to make an electronic business, I think it will be more like making a brand as an electronic business. If you want to give something to others, you have to spend money in advertising to tell others that I am sending it free of charge. This is the two big difference.

Online shopping is different from physical stores. The stores are located there, where customers can see, where customers can't see the website, so how to let customers get in touch with online shopping popularity and guide them to enter the website, this is how we should discuss how to drain today.

before talking about how to drain, we will talk about the three core issues of marketing management. One is called "a href=" http://www.91se91.com/pioneer/ "brand" /a "shaping, the second is drainage, third is to enhance customer loyalty, and how to speak in vernacular is how to enhance the popularity of your brand, introduce customers to third, and leave customers behind.

Let's talk about how to raise brand awareness. The difference between online and offline is very large. I have just talked about taking big supermarkets as an example. The business district of big supermarkets is defined as three to five kilometers of customers. Because you have a physical store, every day customers can see it, and you have such a large Logo, every customer will see it in the past, so you will soon have brand awareness.

In the case of Da Yun fat, there will be about 1.2 million customers in the first week of shop opening, so the brand awareness can be improved immediately.

Take today's flying cow net as an example, we are doing a lot of advertisements now and doing a lot of exposure, but now we know that there are not many flying cattle nets. This is a different concept.

Therefore, from the point of view of increasing popularity, the difference between physical stores and online stores is great.

Second, let me talk about drainage. Just now, we have talked about it. Our regular bulletin will pour into a lot of people. Customers may come directly to your network. Second, he may come through the search engine. Third, he may come from external links. In addition, he may be a keyword search. It may also be imported from micro-blog, WeChat and socialized network media information. I think this drainage is a big topic.

I'll introduce it later.

{page_break}

we will talk about improving customer loyalty. The entity stores are the same as the electricity supplier. They all want to make the customers have good customer experience and have a good customer experience. Customers will come back again. What will our electricity supplier want, repeat customers and buy back rate?

But the loyalty of the electronic business is usually much lower than that of the physical store. As long as a few seconds, the customer jumps from one website to another website, so the switching cost is too low, and the cost of maintaining the customer to the electricity supplier is much higher than that of the physical store. Therefore, many electric providers will implement the loyalty plan of the customers.

When it comes to drainage, why there are so many differences between online and offline, it is necessary to return to the consumer's shopping behavior to do the difference analysis.

"P." we talk about traditional consumer behavior. The traditional consumer behavior is called "AIDA" a href= "http://www.91se91.com/pioneer/" > /a >.

When we are doing marketing activities, we should pay attention to four elements. The first is Attention, which attracts attention; the second is Interest, which generates interest; the third is Desire, arousing desire; the fourth is Action, buying action.

Now the whole mode of Internet consumer behavior is called AISAS.

When we are doing marketing activities, the first thing is to attract consumers' attention (Attention). The second is to make him interested (Interest). The third most important thing is that you want him to search (Search). The fourth one will take Action, and fifth, he will produce Share.

From AIDA to AISAS mode, the characteristics of Internet communication are highlighted.

In the AISAS mode, there are two S is very special, one is called Search, and the other is Share.

With the development of Internet communication, more and more consumers are actively searching for the brand information they need, and actively disseminate their own interesting topics or meaningful brands.

From the above two models, A and I are mostly the same, but AISAS's search and purchase are done online, and there is another step to share.

How do we do marketing in the Internet era? In fact, there are corresponding marketing strategies at every stage. For example, the links of Share (sharing), we have to do a lot of social word of mouth marketing; we should make marketing of engines for search links; we should do alliance advertising and socialized marketing for buying behavior.

from this model, we know that the consumer mode has different marketing practices with him at different stages. Today we begin to return to our topic today called drainage.

I won't hide from you. The first thing I wake up every day is how many customers came in yesterday and how many orders.

Where does this order come from? If you can know the source of the customer, you will know how to drain it.

I would like to analyze the general network traffic from four parts: the first is direct access, the second is from search engines, third from keyword shopping, and fourth from external links.

first, we talk about direct access, why customers will directly visit, which means that our brand is enough.

Of course, how to improve popularity, like the Internet, we do website alliance advertising, of course, we can also through the conventional advertising, including portal advertising, vertical website advertising.

You see a lot of subway advertisements in Beijing, because we all know that the people working on the subway are our main customers. Young office workers are our main customers. So subway advertisements are bought by the e-business. They can also get through the free way through WeChat marketing, micro-blog marketing, mobile marketing, word of mouth marketing, and our EDM. This can enhance our popularity and bring customers into the market, which is a direct access customer.

Second, talk about the flow brought by search engine, search engine, like flying bull net, we buy a brand area, which is equal to buying advertisements in search engine.

The second, the most direct web site navigation, tells you where to go shopping, now I think it has been bought by several major electricity suppliers, the cost is expensive.

These websites can import the best quality customers, especially those in the brand area just talked about.

To share a data, the customers who enter this brand area are converted into customers. The conversion rate is more than 10 percentage points. This is very good. The brand area is 500 thousand, so expensive, but we still need to buy it.

another search engine. How do you make search engines, like Baidu, mention your keywords in the front rank? This is technology.

Because we have a mask activity and a shop call, suddenly second, third, this is so amazing.

We can approach the opponent as closely as possible so that we can search it.

Another web site navigation, this is also very important.

Another is the purchase of keywords, I am now learning to sell, including product words, competing products, such as buying milk powder, flying out of cattle net can be linked.

Brand names and competing words can also be seen in the first shop.

Finally, importing this word can link to the website, but this is all money.

The last one is also the most commonly used traffic called external links. Like many of our websites, they can also bring traffic through their website, as well as shopping guide websites, such as beauty, mogujie.com, Tmall through train, all of which are external links.

Internet is the most important link. If we don't talk about links, good promotions are ineffective, so we must help customers find the entrance to the website to guide customers into the website.

the last topic is to answer our topic today: how to drain, we have known so many a href= "http://www.91se91.com/pioneer/" > channel < /a >.

Let's take a look at this is Baidu, I once had their customers, different media in the electricity supplier market, the marketing effect chart, now through the drainage, you know nothing more than these eight channels.

As you can see on the right, CPS can be divided into links. As soon as links are changed, customers can be changed immediately. They can also use their own EDM, and in addition, they can navigate through search engines.

This is alliance DSP on the left. Now the data marketing is very powerful. It is very precise. Now, as long as the customers entering the big RT mart will change the location of the first shop immediately, it will be pmitted immediately. This is very accurate.

And through SNS, word of mouth marketing, social media, and through the portal website and vertical website, offline advertising.

You have asked a question which media is the most effective. I can say that different media have different values and different effects.

I want to ask you, what is the purpose of buying media? If you want to improve brand awareness, you have to go to the left side of your exposure.

You have to see ten thousand people, one hundred thousand people and 1 million people. You have to buy them on the left.

If you want to increase the effect of purchase, you have to buy it on the right side, like the CPS alliance. Today, you can see many advertisements and millions of millions of them, so they are different purposes.

If you want to increase popularity and increase exposure, you should buy it on the left side.

you can see that the higher the ROI is, the more likely it is to exceed 10, and the search is sometimes 1 or 2.

But you must be clear that every media is not completely independent, it will interact with each other.

So it's impossible to buy an effect with CPS, and the middle flow is brought by the four.

We already know how customers drain.

From the three elements of marketing, what we have just talked about, one is brand building, one is called drainage, one is the promotion of customer loyalty.

How to improve the popularity is very important, especially a new website, of course, there are many marketing media is free, we can make good use of it, like SNS.

But some of them are paid, some of them are pmitted by people, some are not pmitted by people, word of mouth is pmitted through people, we must use each other.

you must ask that most of the web traffic comes from Internet advertising or search engines. The information I get now is much faster than our traditional advertising volume.

Because the Internet era, the first search, the second sharing, search engine community, of course, we can search engine.

Now entering this era of socialized marketing, like micro-blog, WeChat and fans, we have changed from traditional consumers to recipients from traditional information receivers to disseminators and creators.

Social marketing can enhance brand awareness through our participation and interaction with consumers, which is widely used.

The greatest and most socialized word of mouth marketing in Wuhan is Mr. Lei Jun, the most successful example of word of mouth marketing. Of course, it is hunger marketing.

In the case of high cost of drainage, the most important thing is how to accurately and efficiently introduce high quality flow into our drainage system.

As for how to improve shopping experience, improve buy back rate and enhance customer loyalty, it is also our most important topic.

> last analysis of my experience in recent years, I always think that shopping mall or website is the same, just like the workplace, how strong the attraction is and how big the traffic is, so we have to cultivate the attraction of shopping malls and websites, including store design, layout, price, service, all have to maintain a certain degree of attractiveness and competitiveness, improve customer experience, I think traffic will flow continuously.