Product operation: scenario-based operation plan for community group purchasing!

The generally mentioned scenario is directly based on products and people, and is a marketing method in the process of product commercialization. As a retail channel, community group buying has attempted to enter the three aspects of goods, logistics, and platforms. However, it is still an online shopping environment, and scenarios are needed to make up for the perceptual gap caused by the lack of shopping experience.

Community group purchasing, which is combined with social groups, provides a human relationship foundation for product commercialization, creates a better environment for dissemination, can better realize the cross-construction of information scenarios, and makes it more possible to create and expand consumption scenarios.

According to the customer's shopping process, product scenarios can be roughly divided into demand (channel) scenarios, selection scenarios, and consumption usage scenarios.

The accurate construction of the scene can promote customers' purchasing intention, deeply explore customer needs, better extend the product function coverage, and form a process of promoting customer needs from screening to transaction.

Scenario classification and action funnel

Different group buying platforms have different characteristics, but leaving aside the differences in the roles of the group buying business, from the perspective of customer demand alone, they can basically be divided into three types of demands: consumption downgrade, consumption supplement, and consumption upgrade.

Different customer demands will directly determine the starting point of the subsequent product scenario construction: consumption upgrading places more emphasis on quality and consumer necessity; demand supplementation focuses on the possibility of products meeting specific customer needs; consumption downgrading requires keeping an eye on where customers are and how to find customers through product solutions. Differences in customer needs will have an impact on product screening, product selling point refinement, product scene construction, and product repurchase.

Construction point of demand scenario

The scene can basically be divided into three sections in the table:

• Demand (channel) scenario: Focus on the promotion needs of the mothers and the consumption demands of customers, which can assist in product selection and pre-launch warm-up to attract customers;
• Selection scenario: It is to create a shopping experience based on people, highlight positioning and identity, emphasize brand, highlight experience, and assist in customer screening and product promotion;
• Consumption usage scenario: It is the interaction scenario between products and people, brands and people, products and people, functions and people. It focuses on the use, substitution, immersion and extension of selling points to help hesitant customers place orders.

The scene-based dissemination of commodities in the community, from zero to sales explosion, is a process from scene incubation to cultivation, optimization, and operational implementation. When a product is launched online at one time, it can basically be arranged according to the "three-part scenario theory" above, so that the product can be presented in a rhythmic scenario, and with the coordination of copywriting and the creation of a group atmosphere, it can also have the effect of forcing orders. After the outbreak, the third phase mainly involves continuous optimization and execution, using word-of-mouth to spread the word, control and optimize product quality, and acquire more customers.

Product promotion process in the community

In this process, different customers have different category demands, which biases the selection and construction of scenarios. According to customer demand for goods, categories are divided into: high-frequency/low-frequency demand categories, heavy/light demand categories, and broad/deep demand categories. The commodity scenarios with different needs are constructed in different ways in the first, second and third stages, and the relationship is roughly as follows:

The necessary relationship between category and scene construction

The commodity scene is constructed based on the commodity selling points, and is a process of refining and scenarios the selling points of commodities of different categories. It is to focus on refining 1-2 points based on specific channel attributes and product compatibility, develop the value of selling points to customers, explore the possibilities of extension and expansion behind the selling points, create and integrate scenario-based materials, better convey the value of the product to customers, promote the process of customers recognizing and digesting the product and the value it brings, and promote the completion of transactions.

Scenario-based solutions for product selling points in community group-buying channels

The above is a summary of the scenario-based operation plans for different categories of goods under the community group buying channels, which can be simply stated as: scenario-based community group buying goods = demand scenarios + selection scenarios + consumption and use scenarios + social needs.

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We live on the sixth floor

Source: We live on the sixth floor