The Label Of Wheat Bags Brings New Market.

With the change of the market, the way to catch and keep consumers is constantly changing and upgrading. So, what kind of marketing is the most effective way? Luggage and bags CEO Qiu Yudong told reporters how to make labels for users and give customers more value at reasonable marketing costs.

Qiu Yudong pointed out that the market is always changing, but no matter how it changes, consumers are invariable. The goal of businesses is to let consumers keep buying their products.

Around this goal, what wheat bags do is to label each customer with 256 labels, and then manage these two core dimensions according to the customer's tag attribute and life cycle to find customers who are suitable for their products and keep them. That is to solve the two question: who will buy your stuff? How long can these people buy you here?

Qiu Yudong explains that the user labels of wheat bags are divided into three categories: the first class marks the static attributes of users, the behavior attributes of second categories of tagged users, and the purchase attributes of third types of tagged users.

The static attributes of users are basic tags, including marking users where people, what age, constellation, monthly income, how much money they spend on the Internet every month, what e-mail they use, etc.

Behavior attributes mainly include three aspects: access path, marketing feedback and interaction participation. On the one hand, these labels can specify the source of the user, the products of interest, and the time of browsing each product. On the other hand, it can also understand whether the promotional information sent to the user has been opened and how long it has been seen, and at the same time, it can also know the user's activity and interaction, and see if members have disseminated the products and experiences.

The purchase attribute mainly refers to the RFM value (the most recent consumption, consumption frequency, consumption amount, used to measure the customer value, calculate the user's contribution to the website), the user's commodity preference and consumption preference.

According to its introduction, after recording these information in the form of labels, the wheat bag will do the classification management by collecting the membership attribute label data, establish a single member view file, and then understand the members' characteristics through data. By combining tags, we can extract peer groups with similar characteristics to do targeted marketing activities and improve accuracy. At the same time, matching the membership tag library and the commodity label library can achieve thousands of thousands of faces recommended.

"In general, users are divided into three categories: unregistered, unregistered and purchased. We will focus on marketing and attention to users at different levels from different latitude and time. For example, registered non purchased members receive different mail every day, and each group receives different mail. The main purpose of our marketing is to put New customer Translate into purchase. " Qiu Yudong said.

In his view, how to make users never buy the data marketing that they want to convert into a wheat bag. At present, the number of registered members of the Mai Bao official website has maintained a rapid growth, but only 37% of the members have been purchased, and the repeat purchase rate is 32.62%.

Therefore, another important thing to label users is to manage user lifecycle, that is, how long users can survive on the website.

It is understood that for new customers, the business goal of wheat bags is to facilitate the 0-1 purchase and transformation. For the members who have purchased, the business objective is to improve customer satisfaction. For registered non purchased members, the wheat bags will be divided into four levels, namely, the maintenance group, the wake-up group, the activation group and the drain group. For the 30 days, there will be a visit to the key business. For the 30 days, the frequency of communication will be reduced.

For this reason, Qiu Yudong said: "the reason for doing so much is not to let customers hate you, let customers feel that everyone receives mail, text messages and contact marketing is not the same, are personalized. And this personalized thing will make them feel the temperature, so you can have him buy more things and spend more money here.

It is learnt that, through the mining of user tag information, the wheat bag also established a data model and a data model of consumer value. The former's role is to make precise marketing according to the customer's behavior in the website in the near future, and the latter is mainly to measure the revenue generated by the member to the enterprise.

"In the final analysis, all this is done in order to be reasonable. Marketing Fee Use to create greater value for customers. " Qiu Yudong pointed out.