First, analyze the best cases in the industry and stand on the shoulders of giants, so that you can reach for the moon. High-quality solutions are never created behind closed doors.
Today's teardown can help you lay some foundation. In the subsequent disassembly, you can see:
1. Complete preliminary research steps
2. Disassembly and restoration of drainage paths
3. Dismantle and restore the corporate WeChat profile
4. Community path disassembly and analysis
5. Full review by instructor Misha
01. Basic background research and brand information
Baiguoyuan is now the leader in fruit stores, with sales revenue equal to the sum of the second to tenth largest stores. Since there are no fruit chain stores abroad, Baiguoyuan should be the de facto number one fruit chain system in the world. We now have 80 million members online and offline, covering more than 80 cities. We have an IT team of more than 700 people, which accounts for about a quarter of the company's total staff. We have more than 200 planting bases and 31 distribution centers. Our slogan is "If the product is not delicious, we will return it without any refund."
Within the Enterprise WeChat system, (as of the time of this tweet) there are 16,000 communities, more than 6 million Enterprise WeChat users, and 13.6 million WeChat public account followers.
In 2018, omni-channel sales exceeded 10 billion yuan. Compared with previous years, the growth rate this year is expected to be 15-20%. In the fresh food retail industry, such annual growth is a good figure. Behind the stable growth in performance, there are more detailed data - Baiguoyuan's growth is achieved through two verticals, one is the expansion of offline stores, and the other is the expansion of online channels. (Extended reading: Interview with Yao Yang: With 6 million WeChat users, how does Baiguoyuan understand the trend of private domain and digitalization?)
Before the assignment is delivered:
More than 5,000 stores, enough to meet the one-hour home delivery needs in more than 80 cities across the country;
The number of members is more than 80 million;
The number of paid members is nearly 600,000 in 8 months, with an annual fee of 199/year;
The app has 2 million monthly active users;
The public account has more than 10 million followers;
Douyin Enterprise Blue V ranked third, selling Malaysian Musang King durian on September 11, completing more than 300 orders in 2 hours with sales of nearly 100,000;
80% of revenue comes from offline stores
Research phase
Combining the research method with the actual situation of Baiguoyuan, our team completed the corresponding research work and made the following research data statistics (the following data are all single-store data, and the overall data ratio can be upgraded):
Viewpoint and conclusion: Through research, we believe that the existing data growth space of Baiguoyuan is mainly offline rather than online, by increasing trust through offline services and linking online community operations.
Common offline activities include: community charity activities based on residential areas, offline member welfare activities for members every week, and periodic gift activities for existing customers, such as freshly squeezed fruit juice, fruit salad, and regular low-price shipments.
The core purpose is to increase customer loyalty to the brand through more frequent repeat purchases, thereby developing more fruit experts to help us with community group buying activities.
2. Competitive product research: set goals, determine targets, select methods, position, and design products
Through competitor research, we can appreciate the current strength of Baiguoyuan. It currently has ten major brands: Tianzi Fruit, Huasheng Fruit, Dole, Asia Fruit, Yuanxing Fruit, Sanhai Orchard, Yang's Fruit, and Taina, etc.
After comprehensive analysis, Baiguoyuan's advantages are quite obvious. However, there are also some areas where it can refer to competitors' strategies for iteration, testing and promotion, including but not limited to marketing strategies, operational methods, etc. However, due to time constraints, we were unable to conduct further in-depth research.
3. User research: set goals, channels, methods, positioning, digging out needs, and verifying authenticity
The most difficult part of this module is "authenticity verification". The information users give us is basic communication in terms of language and psychology, but when it comes to paying real money, what they say and what they do are often different. It is also through this part that we truly feel the various pain points of users, but there is a certain regularity in the general direction behind them, mainly:
Normal household consumption
Some kind of authority or influence
Medical and patient care needs
Vitamin supplements or calcium, iron, zinc, etc. for children and the elderly
Business entertainment or group purchase, etc.
By combining the actual situation of users and the objective advantages of stores, and matching user pain points with brand advantages, we can more clearly define user portraits and our business focus.
4. Category research: determine product, dimension, and platform
In this dimension, Baiguoyuan has done a very good job in content marketing from various angles, including single products, multiple products, combinations, stories, and hot spots. The video footage is all taken from the place of origin, allowing users to learn all kinds of knowledge about the fruit while also conveying a sense of professionalism and care. The following is a collection of some of the materials from Baiguoyuan Video Account:
What is Axiome? What to eat when your aunt comes? Where do the winter dates in summer come from? How to choose pomegranates?
These topics are all disguised ways of educating users. They not only tell users "we are very knowledgeable and professional", but also enhance users' understanding of fruits. When users cannot enjoy corresponding high-quality categories in other stores, their favorability towards Baiguoyuan, their understanding of category competitiveness, and their dependence on it will increase significantly. The layout at the content level is also an important ammunition material for operators.
02. Restoration of drainage path
Based on the above research and the current actual situation of Baiguoyuan, we have planned a set of corresponding traffic diversion strategies. At present, we have three inferences about the demand of Baiguoyuan:
Divert traffic from online and offline stores to expand the existing traffic pool
Activate the private domain traffic of Baiguoyuan and retain customers to shop
The trust of customers in Baiguoyuan will be managed in different levels according to membership level.
Focusing on the demand, we have pre-examined the current traffic flow model and traffic flow path of Baiguoyuan:
Drainage contact
Enter the mini program from the public account menu bar
Drainage path
Menu bar - Mini program registration - Get a 20 yuan coupon - Use directly - Pay the first order
Highlights Analysis
1) Bait:
① Accurate customer needs: Follow the mini program mall to get a 20 yuan red envelope, lock in accurate users, and at the same time carry out invitation and gift-return activities to directly form secondary fission;
② Fission automation: old users can get distribution benefits, new users can get order discounts, and stores can also achieve user growth, which can be said to kill three birds with one stone.
③ Strong practicality for the general public: Although the coupon amount is not large, it is still attractive to low-priced fruit consumers. It is also a good way to attract old users. More importantly, it is more universal for targeted users.
④ The cost of attracting traffic is low: Coupons are relatively cheap compared to products, cash or gifts, and are more controllable. This promotes transactions based on users purchasing products.
2) Copywriting:
① “Invite with gifts”: Trust is conveyed through old users, and both new and old users are rewarded
② “Available for purchases over 39 yuan, available for purchases over 49 yuan”: low threshold to guide users to experience their first order
③ “Get coupons and buy”: Design the rules for using coupons, specify the products that can be used for coupons, avoid low-profit products, so that users can enjoy discounts and Baiguoyuan can make profits; ensure the user experience process, so as to achieve the purpose of retaining customers
3) Drainage link:
① Use coupons and invitation gifts as bait to guide users to settle in the official account and mini program mall, so as to facilitate future contact with users
② When users come to the store or make a purchase, they are required to be added to the WeChat account of the enterprise, and then they are guided to join the group, where promotional offers can be posted regularly.
③ Carry out periodic activities later to ensure that users complete the first payment and achieve a closed sales loop
Points to be optimized
1) Bait level
Having only one type of coupon is too monotonous. If you add different forms of bait such as coupons, single products, and combination products, users will have more choices and the activity will be more interesting, and users will be more willing to participate and share.
2) Copywriting level
① After the user follows the official account: In the "auto reply" page, the content can be adjusted uniformly to highlight one key point to avoid losing focus due to too many focuses ② The products specified for purchase with coupons can add more categories under the premise of controllable marketing costs
Member lock-in path
The member customer retention process is too complicated, resulting in a low customer retention rate. Preliminary estimates show that each store can retain less than 5 users per month (not confirmed with the store).
Further thinking
This traffic flow path can be completely reused in other industries and products. The key point is still to choose bait that is attractive enough and a sufficiently streamlined traffic flow path. In addition, users need to be continuously reminded of the value and scarcity of the prizes.
Assignment: Extended program concept
The activity is aimed at the following groups: mothers and old ladies
Bait preparation: coupons, physical objects
New program ideas:
For mothers: 10+10 yuan coupon (use one coupon for every 50 yuan), fruit salad (scan the QR code and add WeChat to get it for free for 1 yuan, add three friends to the group to get three, and get one every day), fruit juice (add WeChat to get it for free for 1 yuan, add three friends to the group to get three, and get one every day), 9.9 yuan children's meal (to increase vitamins)
For old ladies: an apple (add WeChat for 1 yuan to get one for free, add three friends to the group to get three, and get one every day), 10+10 yuan coupons (use one coupon for purchases over 50 yuan), 9.9 yuan children's meal (to increase vitamins)
Tools used:
Public account task treasure, enterprise WeChat, mini program mall, WeChat group.
Drainage path:
03. Personality research and strategy restoration
1. Personal positioning
Baiguoyuan uses real names to infiltrate the store manager Huang Rongfang's friends into the social circle. If a junior employee is used, customers may not pay attention, so the store manager Huang Rongfang's real identity as a girl is used to increase customer trust.
2. Character building
1) WeChat profile
When adding Huang Rongfang on WeChat, a "circle of friends" is included in the personal introduction to facilitate everyone to establish a basic understanding.
From the profile picture and appearance, it can be seen that the Baiguoyuan logo makes customers feel professional. At the same time, the name Huang Rongfang makes customers feel that the one-star store manager is an exquisite 37° woman who loves life, loves family, takes care of children and husband, loves to share her good things and various foods, is lively and gentle, patient and optimistic, and is willing to serve, which can narrow the distance between her and users.
2) Automatic welcome message
In the automatic welcome message, Huang Rongfang introduces herself as "store manager", which is consistent with her personality positioning and allows users to quickly understand and become familiar with the value points provided by Huang Rongfang.
At the same time, a welcome gift will be given to new users as soon as possible, "New customers of the mini program can get a 10 yuan coupon with any order + 85 every Tuesday." The tone is very mature and steady, like chatting with the mothers of the child’s classmates every day, which can narrow the distance between the user.
3. Friends circle planning and analysis
1) By recommending hot products and tasting new products, you can achieve the goal of planting grass and shape your personal image, and provide targeted consulting services to customers who want to buy fruits or have special needs.
2) Membership Day should also be prepared one day in advance, and membership day benefit coupons should be distributed to encourage more partners to participate.
3) Attract more customers to the store by allowing customers to pre-order in a chain and pick up the items at a low price in the store, thereby generating consumption and bringing in customers.
4) Special benefits during holidays. We will not take holidays but will be there for you and wait for your arrival!
4. IP’s performance in the community
1) The group shares good night tips and explains chicken soup + fruit knowledge. In addition, there are new product launches, live draws, and continuous activities to attract users' attention.
2) Create a fan welfare group and frequently launch low-price, limited-time flash sales, such as adding 1 yuan to get the second item, or the second item at half price, etc.
5. Brief Analysis of Baiguoyuan IP
1) The layout of the friend circle is too simple
① Services that do not highlight personalization will have better results if they can combine personal settings with brands, such as too little content that promotes good things, and all the content is just fruit;
② If you can add life-like scenes, scenes of customers paying, and scenes of customers laughing and talking, it will increase customers' sense of trust.
2) The gameplay of the community is not very rich
① The gameplay of the community can be designed in a variety of ways. Common gameplays include bargaining every Monday, group buying every Tuesday, lucky draw every Wednesday, free gifts every Thursday, live broadcast every Friday, hot products every Saturday, and welfare every Sunday, etc.;
② Launch a hot product every week and sell it at cost price, without making any profit. The purpose is to get customers to come to the store repeatedly. The purchase limit is 1 kilogram per day, and there is a purchase limit of 10 yuan or more to enjoy it;
③ Launch a preferential welfare benefit every ten days, so that customers can participate when they enter the store, but only members can enjoy the rights of low-price welfare, which can also be disguised as asking customers to recharge their membership;
④ Arrange to give away free fruit salad at the time when business is the slowest every day. This fruit salad is made of the store’s near-expiring products and consumables. It is made into fruit salad and given away for free at a fixed time every day. You can only receive it once by scanning the QR code with your mobile phone. We can use software to verify that it can be redeemed once to prevent people from receiving more than one.
Here are some examples:
04. Social strategy analysis
1. Why do we need to build a community?
Every category is suitable for private domain, but private domain does not necessarily require the establishment of a community. It is just a question of whether the form of the community is one-to-one or one-to-many. What we must grasp is to focus on maintaining our high-net-worth users and focus on maintaining your VIP community.
According to Dang Wei from Baiguoyuan Operation Center, the community is no longer just a community for Baiguoyuan, but has become an important part of their operating income.
One community is equal to one store, that’s the key.
Offline stores can give customers a physical experience, allowing them to truly feel the physical sensation that the product brings to them. Home life, adding on at the door, taking a walk in the evening, and entertaining guests at home can basically achieve the purpose of going downstairs to buy.
But there are also quite a number of people who are relatively lazy, especially those born after 1995 and 2000. They prefer to be "spoiled", and Baiguoyuan provides them with this service.
There are many kinds of door-to-door delivery services, and community is one of them. Overall, Baiguoyuan has done very well in the field of private domain creation. For example, in a one-on-one private chat, as long as the customer adds the store’s corporate WeChat, then periodic hot-selling releases can gain the user’s trust.
According to the rules of the game of WeChat for Enterprise, customers are grouped according to their actual situation, such as the elderly group, the workplace group, the mom group, the post-95s group, the post-00s group, the takeaway group, the home group, etc., and their needs are understood through one-to-one positioning and communication. According to the push rule of four times a month, the corresponding demand products are launched to the corresponding customers four times to meet the customers' fruit needs.
First of all, through the establishment of a community, two different "stores" are connected, one is a physical offline store, and the other is a mini program mall or APP.
By utilizing the natural traffic of the store to build up the private traffic pool, and reaching more than 100 people, the gameplay of the community will be more in-depth, and the products and services pushed to customers in the group will be enriched. On the one hand, it will allow customers to enter the store to consume, and on the other hand, it will allow customers to enter the mall and place orders automatically.
Secondly, various social gameplays are opened up through social connections.
While ensuring good connections with customers, we also designed certain gameplay for the mall. For example, a customer saw a product we launched in the group, the original price was 28 yuan, and the current price is 9.9 yuan. What the community needs to do is to inform customers that only customers who want to group together freely on that day are allowed to do so. This will induce customers to place orders within the community, motivate customers, and allow customers to form their own relationship fission.
There is also a way to present the scene of pulling a truck, for example, to inform customers that the durian has arrived. Customers who placed an order yesterday can come to the store to pick up the goods at 4:00 p.m. today. By rendering and promoting in the group every day, we can also achieve the goal of getting customers to actively inquire and buy, thus achieving the purpose of selling goods in the community.
A series of actions can be performed through the community: attracting new customers through store activities, which is the multi-channel new customer acquisition we talked about before. Store activities are just a common form, and community fission is also a form of fission.
By attracting new customers and guiding them to the store or group, and doing in-depth operations in the group, such as daily forwarding, daily surprises, daily activities, and knowledge sharing by various knowledge experts, all of these are ways to operate the community.
At this point, the community is not just a community but an IP center, an operating store, a resource block, and an operating system, which is the infrastructure. With this basic support, when a similar epidemic-like home situation occurs again in the future, our ability to resist risks will be significantly improved.
Let’s further analyze the operation of Moments: There are rules to follow in the operation of Moments. In the last assignment, we mentioned that we can continuously post N Moments in a day, but that is based on personal WeChat accounts. Enterprise WeChat can currently post three Moments a day to display Moments ads.
Then we can design, for example, a hot product recommendation, a customer feedback, an accumulation activity, in this way we can also get customers and us to take action through corporate WeChat.
A series of other activities can be better operated through the community. Currently, the common community gameplays are as follows: community + limited time bargaining, community + limited time flash sales, community + limited time distribution, community + big wheel lottery, community + group buying, community + unity dragon, community + pre-order, etc.
Among them, community + group chain and community + group buying are the most common and the two most effective gameplays.
With the above understanding, I know the purpose and significance of why we need to build a community, and we also basically understand the importance of the community to offline stores.
I always feel that why we do something is more important than doing the thing itself, because when we know the purpose and meaning, the results and motivation for doing things will be the same when we move forward, and the reasons for the execution process will be reduced, so the final results will be much better than blind hard work.
Well, we have spent nearly 2,000 words to analyze for you why we should build a community. So how should we build a community next? What are the advantages or disadvantages in the case of Baiguoyuan?
Next, we will analyze the actual construction steps and explain the various details, various "pitfalls" and indispensable points in the operation process.
2. Four steps to build a community
Let’s analyze Baiguoyuan’s social media gameplay from the following four perspectives and how we should do a good job in these four perspectives:
1) Community positioning
Baiguoyuan’s community positioning is generally divided into three categories:
The first type is the good product sharing welfare group, which is the sales group we often see. This type of group is also the most common and the most difficult to maintain, such as the following:
The main purpose of this group is to sell goods, release new products, increase sales, attract more customers to the store, and make final purchases.
The second type is the membership group. That is to say, if the customer has spent money to purchase a membership of 99 or 199, then there is a special membership group. The main purpose of this membership group is to make customers dependent on the brand through in-depth education, so that members will feel that we are more professional.
At the same time, the main purpose of this group is to transfer knowledge and educate about the brand, so that customers can recognize us more and trust us more, thus achieving the goal of long-term and continuous repurchase by customers.
In addition, another purpose of this group is to develop members in the third group, namely sharing experts.
The third one is the influencer group. By screening the first two groups, we can definitely find customers who are very satisfied with our products, brands, services, processes, etc. If they are willing to help us share, we can then "push" and "detain" this part of customers.
That is, we set up a special group of experts. We often carry out distribution activities, group buying activities, and bargaining activities. They share with us, make referrals, form groups, etc.
On the one hand, we give them more discounts, and on the other hand, let them earn their own commission through the Baiguoyuan platform, while building our external expansion team and community group buying team.
This is the first part of the basic positioning of the community we mentioned. No matter which type of community it is, our goal is definitely to sell goods, but the forms of selling are different. The welfare group is purely for selling goods and making a profit, the member group is to develop long-term followers of our business community, and the influencer group is to develop our sales team to help us sell better, so the overall goal is still to sell goods.
This is the positioning of the group: sales group
2) Community Infrastructure
3) Community planning
① New customer acquisition plan
Fruit salad/fresh juice/apple (choose 1 from 3)
② New customer acquisition tactics
Scenario: Offline checkout
Waiter: Hello sir, your total consumption is 38 yuan.
Customer: OK (customer scans the code).
Waiter: Hello sir/madam, please add our store manager on WeChat and you will get a free fruit salad/fresh juice/apple (choose 1 from 3). Then join our community, which will have discount and welfare activities from time to time.
Guest: How do I get in?
Waiter: Please scan this QR code (the corporate WeChat QR code is a long-term valid code), add the store manager’s WeChat, and a poster will be automatically pushed to you. Scan the code to join the group, and then click on the group announcement to receive the coupon.
③ Add a friend welcome message
Hey, you're here!
I am Yuanyuan, the store manager of Baiguoyuan Fengmen store.
First meeting, give you a [Newcomer Gift]
Scan the QR code below to join the group, check the group announcement and receive the picture
④ Group welcome message
@User Hello~
I am Yuanyuan, the store manager of Baiguoyuan Fengmen store.
Welcome to join the Baiguoyuan Fans Welfare Group
The welfare officer in the group will launch community activities and update the welfare from time to time. There will be raffles, free fruits, secret codes, lucky red envelope pictures and other activities at any time!
Let’s look forward to it together!
Love you, muah
⑤ Group Announcement
Welcome to join the Baiguoyuan fan welfare group picture
The group updates benefits from time to time.
Every Monday, Wednesday and Friday is the welfare day of this group. Various activities such as raffles, free fruits, secret codes, lucky red envelope pictures, etc. will be held on the welfare days!
【Benefits of this issue】
Click the link below to receive the [Newcomer Benefits] redemption voucher~Picture
【Link】
⑥ Periodic hot-selling activities
Dear friends, welcome to our Baiguoyuan welfare group. We will provide you with various membership benefits and preferential packages every Monday, Wednesday and Friday. At the same time, we will also give you unexpected surprises every Tuesday and Thursday. There will be great benefits on Saturday and Sunday. Please look forward to it~~
Monday: Orange limited time sale [Release time: 10:30 am]
Dear, our Monday event has started! ! !
3~5 red envelopes rain down (1~3 yuan each)
To thank you for your trust and support for our store, we have decided after discussion: the original price of 14 yuan per serving of fresh oranges... The current flash sale price is only 9.9 yuan per serving, and you can take it away when you enter the store before 20:00 in the evening! Only 30 copies, limited to members of this group!
【Send link】
Tuesday: Free drinks
The original price of 10 yuan for a watermelon is now 1 yuan, limited to the first 50, before 18:00 in the evening, you can take it away when you enter the store;
【Send link】
Wednesday: Bargaining for Durian [Release time: 16:30]
Dear, our Wednesday event has started! ! !
3~5 red envelopes rain down (1~3 yuan each)
Through the last event, a user said: The durian in your store is delicious, can you give me a membership discount? After discussion, it was decided that the original price of classic durian is 15 yuan per serving.
Now invite 2 friends to bargain and you can grab it for 9.9 yuan, invite 5 friends to grab it for 0 yuan, it’s limited to 20:00 in the evening, you can go into the store and take it away; there are only 50 copies, limited to members of this group and members’ friends!
【Send link】
Thursday: Big Wheel Draw
Watermelon, apple, grape, banana, freshly squeezed juice, fruit salad, 20 yuan coupon, 30 yuan coupon to win a big prize, no empty prize, 100% winning rate, want to try your luck?
【Send link】
Friday: Free bananas [Published at: 16:30]
Dear, our Friday event has started! ! !
3~5 red envelopes rain down (1~3 yuan each)
The bananas in our store have been selling very well these past two days, and we’re going to give back to our new and old friends in the store. We’re going to give away bananas originally priced at 18 yuan for free for a limited time!
Any member of this group who invites 5 friends to complete this activity will be rewarded with a banana worth 18 yuan. It is free for a limited time and is on a first-come, first-served basis while stocks last! There are only 50 copies, limited to group members and members’ friends!
【Send link】
The content is sent normally, and there will usually be a live broadcast of the video account from private domain to public domain and from public domain to private domain on Friday. On the one hand, it is to increase the activity of the video account, and on the other hand, it can also increase the atmosphere in the group. This live broadcast can mobilize the atmosphere in the group, increase the activity in the group and the interaction rate of the video account.
At the same time, the mini program live broadcast can also be synchronized with the video account through streaming to better increase exposure.
A fixed pattern has been formed, whereby publicity and promotion will be carried out through mini-program live broadcast + video account live broadcast at 2:00 p.m. every Friday. In addition to sales, the more important thing in the process is to build personal image and influence.
Saturday and Sunday: Free coupons
Dear, thank you for joining our member welfare group. To thank you for becoming our member, we will give you a 20 yuan coupon, which can be used when you arrive at the store. Limited to the first 30 coupons, first come first served, while stocks last!
【Send link】
4) Content output
At least once a week, we share practical knowledge - for example, how to choose fruits, what fruits can cure oral ulcers quickly, what fruits can pregnant women eat to help fetal development, etc.
For daily Q&A, information sharing, good product recommendations, etc., it is best to share what is practical, real, and recommended by many people. The best format is text + picture + video. You need to understand the content you want to share. Sharing based on real experience will have the highest conversion rate. Sharing based on real experience is also the easiest to develop and continue the topic.
The value output of Baiguoyuan’s corporate culture and the positive values of KOC+ group leaders.
By educating and cultivating customers' habits through content output, we make them trust us more and be willing to pay for our efforts, thereby achieving the goal of increasing sales.
3. Community Operation Growth Operation SOP
05. Tutor Misha's comments on homework
advantage
The research part was very well done. Learn and apply it flexibly. All marketing starts with insight. Without research, you have no right to speak. Only by getting close to users can you understand their needs and provide products that users need, rather than just being happy.
insufficient
1) The content of the character setting and community section is highly descriptive, but contains little thought
The key point of the analysis is how you think about this link/gameplay/strategy/copywriting/link after clearly describing the highlights of the gameplay.
For example:
Others break it down to process, you can break it down to one more dimension, to psychology
Others break down the psychology, you can break down one more dimension and break down the other party's operational purpose
Others have already broken down the purpose of the operator, you can break down the trade-offs made by the other operator
Going a step further, we can also break down the resources, background, rhythm, and what the matter itself means to them.
Each time you break down a layer, you have to put in twice as much energy and thought, but the depth of your thinking determines the speed of your growth and the value of your solution.
2) Most of the analysis is done from a single perspective, which can increase multi-perspective thinking
User perspective: User perspective - user experience, user concerns, and corresponding solutions
Trader thinking: How to achieve the results you want, to meet both user needs and your own needs, and to find ways to achieve it
Points to note when disassembling the case:
a. Conclusion first: structured expression
b. Experience extraction: split individuals vertically and compare differences horizontally
c. Purpose-oriented: Use it for your own benefit, experience summary & compound interest thinking
d. Multi-perspective view: user thinking, operation thinking, value thinking
e. I found a problem: What is my thinking and what is my solution?
The core idea of disassembly:
What is it? Why? My thoughts? What problem does it solve? If it were me, what would I do?
Knowledge points supplement
1) Thoughts on traffic diversion
Further thinking: Why didn’t Baiguoyuan’s official account direct traffic to the company’s private WeChat account? What is the core purpose of operating the Baiguoyuan official account?
Through the case analysis of Baiguoyuan’s menu bar traffic diversion, what patterns have you discovered? Why is the menu bar designed like this?
The first menu bar guides users to go to the mall to buy, the second menu bar guides users to view fruit content, and the third menu bar guides users to open the membership center
Let’s think about this in combination with the LBS positioning analyzed earlier. We can use LBS positioning to assign the corporate WeChat of the nearest store and guide users to enter the nearby store community. This has already established private domain sedimentation.
Then direct the traffic from corporate WeChat to the official account’s mini-program mall to complete the offline + online purchase closed loop. In this way, the official account’s core indicator is paid conversion, rather than private domain traffic. This makes it clear why public accounts do not divert traffic to private domains.
2) The discount strength of coupons and benefits
Think about it: Why is the strength of the coupon designed in this way? What are the time limits for each coupon to be used and what are the requirements for the threshold mechanism?
For example: Does it end on the 26th or the 27th? Why is the validity period of each coupon different? Why are the discounts different?
We can extend our thinking on this point and everyone can also calculate what their subsidy interest rate is?
What is the subsidy rate for different categories like fresh produce, supermarkets and fruits?
Are the settings the same for new users, old users, and designated products? Or is it different? How to set them respectively?
For example, the subsidy for new users is 8 or 10 yuan, and the basic threshold is 39 yuan, which can get a discount of 10 yuan. The subsidy intensity is about 16% to 26%.
In this way, you can also infer your physical costs, logistics costs, labor costs, loss costs, operating costs, marketing costs, etc., so the subsidy rate cannot be set too low.
In addition, you will be given 4 coupons at once, and you can only use one at a time. This will attract him to place orders continuously and generate multiple repurchases.
For example: the sales volume is better with a coupon of 39-10 yuan, or the sales data is the best with a coupon of 49-8 yuan, and the revenue profit margin is the best. It is not that the lowest the coupon setting, the better the effect. Instead, it is necessary to find a moderate subsidy range to ensure that you neither lose money nor make money.
3) Tips on content in Moments
Baiguoyuan Mall’s community operations are relatively good. What specifically is good about it?
It will push on-demand content based on user habits and the categories it has.
For example: in the morning, you can promote some fresh ingredients, vegetables, and meat products. At noon, when everyone wants to eat some fruits after lunch, you can distribute these contents in a targeted manner.
When it is time for dinner in the evening, you can also recommend some dinner dishes, which are based on the user's needs for the day. In the past, we sold a product to a user once, but in the private domain, a user can buy a thousand of our products, so that we can maximize user value.
Moments content
Advantages: The content of some store managers' Moments is interesting, concise, personalized, and realistic.
Optimization suggestions: The color tones of the picture are more chaotic, and the product close-ups and selling points are less refined. Improve the composition of the photo and enhance the product texture.
Points to note:
a. If the Moments are longer than 7 lines, they will be folded. So when we post to Moments, we need to test the display effect.
b. Usually, 2-3 lines of text is best for posting on WeChat Moments.
