To get out of the traffic winter in 2019, operators must know two models

The more severe the economic environment, the more important operators will be. Just return to the essence of operations, focus on target markets and users, grasp the essence of products, and clarify the core of services. No matter how the economic situation changes, the impact on operators will be minimal.

I believe everyone has heard about the recent controversy surrounding ofo, with more than 10 million people queuing up to get their deposits back. Dai Wei said in an internal letter: "Winter has come, and snow and wind will follow. In the most difficult times, we still need to stick to our beliefs and survive even if we have to kneel. As long as we are alive, we have hope!" In just one year, it went from being a glorious unicorn to being "surviving on its knees" today. And this is just a microcosm of Internet companies in 2018.

In 2018, Mobike was sold to Meituan; various unmanned shelves went bankrupt; P2P companies continued to collapse; and blockchain startups either went bankrupt or announced their transformation. Unicorns like iQiyi, Bilibili, Xiaomi, Meituan-Dianping, Pinduoduo, Qutoutiao, and English Fluency... are also forced to go public because of this environment. Especially like Uxin Used Car, which went public in the United States in June just to "survive."

Let’s take a look at the key content that everyone discussed some time ago. The 2018 Internet Q3 report showed that Douyin achieved negative growth and Pinduoduo achieved zero growth.

Did you notice from the table above that Mogujie and Beidian have seen amazing growth? Why is this?

If we break down Beidian's business model, we will find that in addition to preparing the technology platform and supply chain simultaneously, Beidian is also rapidly developing store owners. They pass on a large amount of costs spent on media advertising or purchasing traffic to the store owners, allowing the store owners to play the triple roles of their spokespersons, media, and channels. Through distribution, we stimulate store owners to attract new customers and receive rebates to achieve fission. All fission is achieved through WeChat groups and Moments.

This also explains why Pinduoduo, which also relied on the rise of social networks to enter the e-commerce 2.0 era, has not been able to maintain its growth momentum. Although Pinduoduo has achieved traffic fission with the help of functions such as group buying and price bargaining, it is still just a platform and needs to rely on the platform itself to attract traffic. Beidian makes use of the store owners’ own resources, allowing each store owner to attract traffic through his or her own WeChat.

Every shop owner is a traffic pool. The more shop owners there are, the greater the traffic of Beidian will be. In this way, Beidian only needs to operate the shop owners well and let the shop owners manage the hundreds of users in their circle of friends.

1. Establish private domain traffic

Keeping the traffic firmly in your own hands and establishing your own private traffic is also a very important factor for survival in e-commerce 2.0. Friends who have worked on Taobao and Tmall must know very well how expensive the traffic on the Taobao platform is. In addition, for platforms like Pinduoduo, as technology improves, big data and artificial intelligence are making data more and more accurate, labels more and more sophisticated, and traffic more and more effective. Traffic is bound to become more and more expensive, and operating costs will also become higher and higher.

In the current Internet winter, only by continuously accumulating your own private domain traffic can you reduce costs and obtain more efficient profits.

If you want to obtain private domain traffic, the best way at present is to build private domain traffic based on the WeChat ecosystem like Beidian did. Below is a traffic relationship diagram under the WeChat ecosystem. In the future, WeChat personal account matrix and communities will play a very important role in subscription account content dissemination, transaction conversion, user retention, information reach and other aspects. One of my previous articles, "WeChat personal accounts are more important than you think," specifically analyzed why the value of WeChat personal accounts is growing.

Based on WeChat personal accounts, I summarized 6 steps to build private domain traffic, which are:

1. IP-based operation roles;
2. Content connects users;
3. Interactive and active users;
4. Label users into different levels;
5. Directly promote transaction conversion;
6. Use fission to achieve growth.

1. IP-based operation roles

First of all, please be careful not to position your IP as a customer service role. The IP should be the company founder, celebrity employee, expert, internet celebrity, etc., to increase trust and attract users to pay attention.

A clear and specific IP image can help others recognize you quickly, and the people attracted are those who have the same interests, hobbies or specialties as you; or those who are interested in your products and services. If you are a photography enthusiast and want to create your own media on photography to share your photography experience, then you can position this account as a photography expert.

If your company sells maternal and infant products and wants you to create a corporate self-media to serve users, then you can position yourself as a maternal and infant expert like Nian Gao Mama and frequently share professional knowledge related to maternal and infant products with your fans.

1. Content connects users

First of all, there are three main purposes for posting content on WeChat Moments:

1. The information is exposed twice, constantly evoked memories;
2. Create resonance and build trust with users;
3. Deliver advertising information.

There are four requirements for the content produced: it must be valuable, speak human language, be interactive, and be planned. In addition, in order to enhance the value of the content, the high-quality content created can be posted not only on WeChat Moments, but also on various social platforms such as Douyin, Weishi, Weibo, Zhihu, etc.

For example, the one below is one of the accounts of Jenny, the creator of Jenny’s Kiss. ​​Can you tell that this is a marketing account? Remember, your content must first be built into a flesh-and-blood, emotional, and very real personal account, and then marketing.

1. Interactive and active users

Continue to activate your users through various activities, such as group buying, voting, order sharing, in-app purchases, etc., to maintain contact with users.

Establishing user relationships is also a very important step in subsequent sales conversion.

For simple likes activities like this one, the threshold for user participation is very low, and it can interact with you well and enhance the awareness of your personal IP attributes.

1. Label users into layers

Different users need to be shown different content. For example, for users who have never purchased anything from you, you need to stimulate them to place their first order. At this time, you can use some large coupons to stimulate orders. At this time, you certainly don’t want your old users to receive this, so you need to tag the users with corresponding new user tags, and then send them group activity information through the tags.

Label stratification is the process that allows you to achieve precise operations. The following are manually recorded by a WeChat businessman. Currently, there are personal account auxiliary tools like Zeng Xiaoyi on the market that can realize automatic labeling.

1. Promote transaction conversion

As long as you complete the above four steps, there will be no major problems in closing the deal. If there are no conversions, then you need to consider whether these users match the attributes of your product, or investigate whether there is a problem with the product. This requires the operations staff to review it carefully.

1. Growth through fission

This is also a particularly popular operation method this year. This is more complicated. For the specific operations, you can refer to my previous post "Analysis of practical case: A personal account can gain 1,000 followers a day with just one trick". Nowadays, we have also developed corresponding fission tools, and everyone can easily carry out fission activities.

2. Micro-business operation

I wonder if you have discovered it? This method of operating a personal account is the method used by the micro-businesses that we hated in the past. I also learned it from them. This is also the second small trend I want to talk about in 2019. Internet operators should learn from WeChat businessmen how to operate users.

Why have micro-businesses remained enduring and their development trend is getting better and better? They have their own set of operating principles:

• People-oriented
• Turning users into employees
• Continuous fission
• Social Interaction

1. People-oriented

Just like the steps above, building personal IP is the first step. Live a positive life, study hard, and struggle all the way from an ordinary person to a successful career and a happy family. Do you also want to be like me? First, I will portray myself as very successful, and the reason for my success is my hard work and excellent products. Do you want to try my product?

This is a micro-businessman in my circle of friends. Judging from his circle of friends, he is really fighting for the health of mankind.

Did you find it? Every micro-business is constantly building a brand image for its products.

1. Turning users into employees

Whether you want to use my products or not, I have proved to you my success. Do you also want to be successful like me? I can let you become my agent, and you can sell this product with me. I will teach you step by step. As long as you persist and work hard, you can become as good as me, and your income will be n times what it was before.

After I became her subordinate, she taught me how to operate, how to make money and so on. (Although I didn't end up using it)

In this way, you can develop a lot of agents. In the future, as long as you work hard to maintain this one person, he will help you maintain a group of his friends. Your operational efficiency will be 10 times or even 20 times. If you develop 10 agents, it is equivalent to having 10 employees, so the efficiency will be 100 or even 200 times. Isn't this much more efficient than operating it alone?

1. Continuous fission

After you recruit agents, tell them that they can also find their own agents and let the agents help you sell. As long as you develop an agent, the agent can help you make money. At the same time, I can also give you rewards. The more agents you have, the more rewards you will get.

This goes back to building private domain traffic, and this traffic based on WeChat social relationships cannot be taken away by others. Based on this distribution fission method, as long as it is used well, the traffic will grow exponentially. This growth efficiency is far higher than Pinduoduo's group buying and bargaining method.

However, if you want to play the distribution game, you must learn the distribution game in depth, because if you are not careful, you will be involved in pyramid schemes, which are illegal. Legal and compliant distribution is a growth amplifier. If used well, it will be a very efficient and low-cost way to acquire traffic.

1. Social Interaction

If you want to build your own IP, develop users into employees, and then continue to expand, this requires a social relationship strategy based on WeChat. It is necessary to cooperate with the community to carry out one-to-many operations. Otherwise, it is just one-to-one operation and it is impossible to achieve large-scale growth. As long as you can establish your own subculture in the community, users will voluntarily help you promote your brand. This is no longer just about selling goods, but about allowing users to create a business with you.

Communities will be an important means of increasing user value in the second half of the Internet.

Summarize

Enterprises should build their own private traffic based on the WeChat social circle to build a moat in this cold winter; operations should learn from micro-businesses about people-oriented operations, use distribution, fission and other growth ideas to build a high-quality fan community, and add charcoal to the company's fire in the cold winter.

The year 2018, which is about to pass, should be unforgettable. The various screen-sweeping activities in the first half of the year seemed to give operators hope that the fission growth strategy could bring explosive growth to the company. But no one expected that the Internet winter would come so quickly and so violently, as if no matter how hard the operators tried, they could not see any hope of escaping stagflation.

However, the more severe the economic environment, the more important operators will be. Just return to the essence of operations, focus on target markets and users, grasp the essence of products, and clarify the core of services. No matter how the economic situation changes, the impact on operators will be minimal.

Source: Daibao