How Do Community Fission Detonate Passenger Flow?

Under the epidemic, shopping malls are open, and there is no passenger flow. How can the whole people live in a humble abode? How to achieve community fission in special times? How to create passenger flow pool and unlock the new way of extension? ...
On the evening of February 24th, at 19:30 PM, the first session of the online public welfare course, "Thanksgiving retailer", was launched on the first day of the competition. The course was invited to the gold medal lecturer of the cicada shell and Zhang Qiang, the Yuan Cheng circulation consultant. He made a deep speech on "community fission detonating passenger flow plan".
The curriculum fission of 36 WeChat group of over 5000 people, the cumulative number of watching over 10000 people, the cumulative number of video viewing times nearly 30000 times, the highest online number of over 6000 people, and achieved high attention, in the industry caused a warm response.
The following is the main content of this public welfare class, full of dry goods, it is worth collecting.
Retail businesses continue to tide shop
　　 First of all, let's take a look at the closing situation of retail businesses in 2019:
Shang Chao aspect, red flag chain stores 27, Lianhua Supermarket closes 94, Zhong Bai group closes 68, Xinhua capital stores 48. (source: corporate official).
In terms of textile industry, 40 textile and apparel listed companies, in 2019, were at a loss of 9, and net profit fell by 22, many of them famous brands, such as Jin Hong group, long Zi stock, daily fashion, La Natsu Bell, etc.
It is obvious that the retail industry is not as good as a year. Every year we expect second years to be better, but in fact every year's challenges are enormous.
In this year's epidemic, more physical stores will be closed. This is a problem that we all face. The opening rate of large department stores and shopping centers is only around 35%. From the capital market perspective, the index of CITIC department store index dropped by 9.86% in February 3rd, while Nanjing's new 100 billion market capitals, Wangfujing and e Wu merchants were all on the market.
So this is the worst time and the best era. The worst time is that the traditional way of playing has failed. Why is it the best era? Because today we can begin to get to know some real ways and means of obtaining, draining and converting new retail systems. So we should guide and cater for the change of marketing mode in this era.
　　 Great changes have taken place in the consumption path.
In general, the consumption path of users in the mobile Internet era has changed dramatically.
The brand effect gradually weakened, and the authoritative mass media status declined rapidly. In the past, access to information mainly depended on television, newspapers and magazines. These traditional mass media were the main passages for people to get information in the past. Nowadays, minority media have gradually become the main channel for users to collect and purchase information.
At the same time, information access channels are also changing. As far as WeChat system is concerned, before 2013, it was only necessary to constantly brush the circle of friends to do business. With the continuous distraction of attention, since 2015, the rise of the media and public numbers has been very low. So far, the reading rate of these two channels is very low. According to the calculation, the overall touch rate of the Internet, including media operations, is less than 5% of the public number. That is to say, less than 5 people can see information contact to 100 people. However, many enterprises rely on public numbers for Internet information. This is a very important feature of the change of information channels.
In the past, it was necessary to make an arch in the store, do an activity, make posters, send out leaflets, users can get information, but now it is obviously impossible. Users are already reluctant to go out, even if they exclude the causes of the epidemic. Shopping in the mall takes at least 1-2 hours, and in the Internet era, the advantage of shopping convenience is obvious.
Four marketing points in the new retail Era
Traffic cognition: passenger flow is people, people have done information and shopping decisions before going out, so now we must do Internet symbols, users can get a symbol of Internet information. In popular terms, they are micro signals, including the jitter number, the fans of public numbers, and extend the line to the Internet. There is a definition of traffic value, for example, when customers come and go, there is no follow-up communication. Once customers leave, they do not know when to return and experience their feelings. Therefore, we should operate users in the flow pool, do the flow pool in the community, and get information, interact and communicate in the WeChat community.
User operation: now information is more, homogenization is serious. In the past, product centered, and now people-centered, the first level is to focus on customer needs, the second level is to know who the seller is, and to know whether the seller has affinity, professionalism and image. Now we are more concerned about who sells products. Rapid trust building relationship, user experience is high, conversion rate is high.
Multi scenario Transformation: lack of passenger flow is the lack of traffic pools, operation and scenario creation, and trust building. There are multiple scenarios in the community: 1, social Spike 2, community live (sell, interactive) 3, online shopping mall, this is the social iron triangle. The community is a fish pond. Live broadcast is an intuitive display of products. The mall is a platform for online and offline collections. This is the standard for every retailer this year.
Through online interaction, operation, promote offline transactions.
Marketing fission: after users purchase, they establish trust and satisfaction, and they must drive the customers to take the old and new ones, and take the incremental marketing fission with the stock.
　　 What is community marketing?
1. What is a community?
The definition of a community: a group of Internet tools as a carrier, with common characteristics or interests, and interacting with each other, with people's links, and providing value to each other.
There are three main characteristics of the community: the first common feature is what the community target users and the user portrait are; second, mutual participation and participation indicates that the group must have output, interaction and user viscosity; third, providing value, not just advertising and selling, selling is just a purpose, and it is a means of business realisation, and it must constantly output value and content before transformation. Let users keep on understanding.
2, why should we pay attention to social marketing?
First of all, people's attention is largely occupied by WeChat, where the user's attention is, where marketing is. Among them, the contact rate of WeChat group is much higher than that of WeChat's friends circle and public number. Owners of WeChat stores win customers' trust by exporting content and interaction.
Secondly, it can give full play to word of mouth effect and conformity effect, and achieve rapid brand dissemination. The group can carry out consumer education and interaction, which is a good brand communication.
Third, it can effectively promote the new users in the group to achieve continuous fission.
Based on the above reasons, retail enterprises have to carry out social strategic layout.
3, the overall framework of social marketing
First, let's look at the traditional performance formula = passenger flow rate * experience rate * conversion rate * passenger price per second rate, passenger flow refers to the touch of people, after entering, trying on, interaction is experience, this is a funnel principle. Community marketing is very similar to this, also known as community marketing campaign map.
First, group traffic: there should be seed users' accumulation, old customers coming in, or sweeping down the line to sweep in; the fission of user groups will drive the old users to expand rapidly, and the real seed users of E.G. will have only four people, and 35 groups will be fission.
Two, group promotion: let users know something about you, called ice breaking. It includes six modules: knowledge content, social welfare (red envelopes, lucky draw, etc.), interactive games (creating scenes, making groups interesting), topic participation, launching topics in the group, cosmetics can initiate skin care knowledge, social interaction (online social interaction), community sales (sales products).
Three, group transformation: several scenes are also mentioned above: spike kill, live broadcast (sales frequency is not engaged, products with higher profits: Cosmetics), Mall (regularly interact in the mall), import into the store and receive the benefits.
Four, lock customer repeat: improve information access channels, if there is no community will be very troublesome, can not lack of information to touch the scene, channels, allowing users to repeat purchase possible. It can be achieved through community membership points (daily attendance points, points convertibility, interactive exchange integral exchange products), social welfare (lottery, voucher), regular spike and lottery, all of which give users reasons for repurchase, giving benefits and value motivation.
Five, to introduce fission: group flow fission before transformation, pull new, produce enough trust, deal, can let users become leaders.
Now there are such problems in some retail enterprises: there is not enough traffic, and there is no awareness of consumption under the line, which wastes user value. Enterprises should take user growth as routine examination work and interact with users regularly. When the epidemic comes, people in the community will be able to help themselves. In the past, there was no foundation for traffic, and no users would be very troublesome.
There is a group of traffic, but do not understand group content operation, only know that advertising is certainly not, use community live broadcast, use traffic tools.
　　 New retail redevelopment of human freight yard
In the past, we have been talking about the retail Iron Triangle: how to reconstruct people, goods and markets in the new retail system?
People: in the community, people flow, Internet symbols, customers do not enter the line to retain the powder, through the extension of online means to pull the new, in-depth operation of users, configure the community operation post.
Goods (goods): product content (not only products, products into useful knowledge of users - clothing - collocation), periodic content output, in-depth communication with users, product feedback, online shopping platform.
Market: the store of traditional stores is the store, the online scene is to retain online users, enhance user connections, increase contact frequency, occupy customer time (after entering the store has 4 minutes and 30 seconds, long time to communicate with users, understand opportunities), through old users constantly pull new, fast fission, these are offline offline traditional marketing supplement, must be combined online and offline.
All of this is a supplement to the traditional marketing under the line. Online helps offline, plus points. This is the new retail community and the reconstruction of the human freight yard.
Four ways of community fission
The community has four core areas: traffic, traffic fission, operation and transformation.
There are four ways for WeChat group to flow fission, the first is seed users. Without seed users, old bands and fission can not be carried out. The second is the fission benefit, which is the old users in the group to help you bring new users. What advantages will he bring? The third point is the fission task. How do you allow these old users to pull new users? You can do this through four ways: Poster fission, inviting fission, distribution fission, and group haggling. Finally, there must be a flow carrying body, whether the user enters the group, or the public number, or the personal number, or directly to the line.
There are two core elements in fission. First, the value of fission is useless. The second is the authenticity of activities. You must establish authenticity, otherwise users will not play with you.
Finally, let's summarize the key steps of community fission.
First of all, the seed user reserves, including the store and the powder, the line sweeping powder, into the group to absorb powder, I summed up the 12, there are three. The first is to go into stores and add powder. When I was doing sales, I said, we see customers eyes shining, like wolves see meat. In the mobile Internet era, you see a micro signal, it is your user, you have to try to add it, this is the sensitivity of WeChat users. Including line sweeps and suction powder is your seed user reserve.
The second is the design of the fission plan, that is, what is your fissile task, whether it is forwarding the poster or inviting, distributing and assembling it, so what is the benefit of fission? What can he get by doing this thing? Can the welfare drive the user to do this behavior, and your cost can not be controlled. There are also fission processes, you need to constantly test this process, constantly polishing your copywriters and posters, and the location of the whole two-dimensional code needs you to test. Can the whole path run through? Do you have any unexpected events in the process?
The third is the channel of fission, the way to reach through the plan, WeChat's friends circle, one to one transmission or mass sending, all of which are triggered by WeChat, and some activities under the wired shop. After the traffic is up, the community promotes ice breaking, which is the six block of community operation, including storytelling, interactive games, lucky draw, dissemination of knowledge through content, etc.
Finally, community transformation activities, including spike kill, live broadcast, and guidance to offline transformation.
This is the key process of community fission marketing, and there are very detailed work arrangements in every process.
　　 What is the value of the community?
What is the value of the community to enterprises and users? For users, users can get information, enhance cognition, get benefits, get interesting entertainment, and increase social relations. For enterprises, it can retain users' and information contact scenes, and promote consumer education and brand dissemination through publishing contents, and promote sales activities and lock customers' re purchase.
In 2018 and 2019, a lot of entity chain enterprises laid out social strategies, such as Suning on line social group service, Bailian set up "social manager" certification post, box horse fresh life on-line "box community" and so on. In 2020, many enterprises relied on the new retail sales to help themselves. Inman launched community marketing, and the number of stores per day exceeded 5000. During the epidemic period, the family business grew by 10 times. Lin Qing - Yin relies on social marketing, and the sales volume ranks second in the country.
Millet is a model of community marketing. It is done through communities and circles. Jewelry, restaurants, cars and other industries are running communities. Wu Xiaobo said that without a community, there would be no business to talk about in the future. Alibaba, including Zhang Yong, also said that from the user to the business community, the whole business is going from the category of things to the group of people. The future business is not the product, but the user behind the product, and the community built on the user base.
The chief social officer should start from several aspects, such as community strategy, community brand, daily operation, community activities, community business and so on. Knowledge and skills that community operators must master include drainage and fission, social operation, transaction transformation, lock fission, tool application and final plan output.