Double 11 Double 12 Business Carnival Really Make Money?

Recently, I had asked three questions with friends of several open cat shops.

Question 1: how much is your online traffic in the past 11 months over the past two months?

Most of the big Tmall households responded with unanimous feedback: "business is bad, traffic is low, and conversion is low.

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Question 2: Double 12 just passed. How about this line?

A group of people chorus together: "double 12 is also a discount, but it is far less than double 11"; the only one family agent who does the offline business hesitates for a while and says, "although it is called Double 12 line carnival, this year there is a little business and a tasteless taste of consumers.

Our small businesses are generally less profitable and can't discount as big businesses do.

Cheap 10 fast money, most people look at the queue also left, the final result is the same.

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Question 3: Double 11 and double 12. Do you make money?

"Only 3% to 6% of the whole network is making money. Most of the rest, including us, are losing money."

The carnival of "globalization" has covered consumers in more than 200 countries and regions.

On the one hand, the Alibaba and the New York Stock Exchange sang and danced to celebrate the historic moment, while businessmen were licking their wounds after revelry.

Behind the pleasure of the climax, how much bitter tears have been paid by the overdraft? In addition to criticizing the horse master, is the businessman helpless?

In fact, the two carnival that the horse owners really hit out of gold and silver just gave the businessmen bosses who stare at products and sales volume all the time to revisit the business perspective.

The traditional line stores and online providers divide customers into two people who can speak Chinese and who can type characters. They are all anxious to wait for customers to take the initiative.

Some of the traditional business owners, because they had Tmall flagship store, talked with me about Internet thinking.

Double 11 and double 12 are really valuable things that bring new and complicated traffic to merchants. Whether the double 11 air gap and the price of jumping off the feet are selling myths for online shops, or Alipay's godfather's red envelopes make long queues of shops under the open doors, these creatively provide a lot of new marketing contacts, new service contacts and new sales contacts.

From another perspective,

Everywhere, it is bound to require businesses to break the barriers and restrictions of the channels, truly understand them, and finally win their long-term recognition and support.

They are not a bunch of accounts that can only be written across the screen. They are real consumers, users and people.

No matter online to offline, or offline to online, it is only a relative integrity from the body structure, and the real changes in the soul are people's hearts.

Grasp the heart, that is, accurately understand user needs, will naturally know how to greet guests, how to stay, and even how to find new customers.

So what means can we accurately capture the hearts of the people? First, we need to understand the hearts of the people before we can win the hearts of the people.

Is it just to buy data from the data Wizard of the horse master, "to define" consumers? Even the carnival is double 12, and if you still believe that Taobao shopping data can get people's heart, it's really too young too simple.

Customer service personnel can communicate with users online, and can capture basic attributes and data of users, including activity scope, education level, hobbies and so on.

Users can search out their favorite brands, personality characteristics, recent needs and so on.

Businesses need not let go of a channel to integrate static data from various channels.

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These channels include mobile social networking, e-commerce platform, third party app and offline stores, all contact points that can connect with users. They all have huge amounts of data hidden behind user characteristics and behaviors.

Through the full channel CRM, all behaviors of consumers in all channels will be visualized -- "consumer portrait", that is, consumer information labelling.

If your knowledge of consumer portraits is only limited to the age, sex and so on, which they fill in online users' information columns, let's see what they are busy with recently.

At the beginning of this month, Amazon opened its first physical bookstore, Amazon Books, in Seattle University Village.

Traditional business is easy to move from line to line, but the brand with absolute superiority on the Internet is facing great challenges.

Despite all this, many of the stores that were initially forced to die.

They are coming back to build their offline stores.

Coincidentally, the domestic Dangdang high profile announces that in the next 3 years, 1000 physical bookstores will be opened, while online brands such as Yin man, Yu Mu Fang, AFU essential oil and so on are also under the layout line of the retail network.

After the carnival, the climax receded. How to retain tens of millions of consumers under the online and offline sales lines and even become active members? How to turn them into repeat customers through the upgrading of business customer relationship and precision marketing?

In the book "entertainment to death", Neil Bozeman said: there are two ways to wither the cultural spirit. One is to let culture become a prison, the other is to turn culture into a stage of entertainment to death.

If businessmen still rely on the natural drainage of the platform and do not take the initiative to get through the information and data of consumers from various channels, after the feast, they will naturally be in a mess.

These big business owners have realized that the Internet products that rely on online pactions can only be established by establishing a relatively complete ecological chain.

The online and offline channels must be better organically combined, and users will be able to get through the top to bottom so as to greatly enhance the conversion rate of customers.

After collecting and analyzing the main data of consumers' social attributes, living habits, personal preferences and consumer behavior, the enterprise can draw a comprehensive picture of consumers from the full data analysis of the model.

The consumer portrait provides the enterprise with enough information basis, and the enterprise's understanding of its users is like treating their girlfriends, so that users can timely and appropriately help users understand the real needs of users.