Practical skills | How to build a sustainable online and offline operation system

Contents of this article:

1. Current situation & goals : This is the beginning of all operations . You need to understand your current resource situation and then set your goals;

2. Basic traffic preparation : Many companies starting from scratch should not expect fission in the early stage. Only by doing a good job of basic traffic can they have a high-rise building in the future;

3. Growth system : With a certain amount of basic traffic, start to accelerate user growth ;

4. Content matrix : Achieve different operational goals by building multiple content platform matrices;

5. User life cycle : Without the user life cycle, there is no user operation , and without user operation, there is no revenue;

6. Event operation : The purpose of event operation is to achieve all operational indicators, not just attracting new customers and paid conversions ;

7. Paid conversion : If you don’t deliberately design the paid conversion path, users will not come and pay. If this step is not done well, other operations will be out of the question. (How can a company survive without money?)

Overview of the operating system I built:

As shown in the picture above, I reorganized the catalog of the article to form a complete operation system, which includes: growth, content operation , user operation, and event operation.

This system is almost universal for any other product, but the specific operating details of each system may be different.

1. Current situation & goals:

Chapter 42 of Tao Te Ching: "One begets two, two begets three, and three begets all things." The same is true for operations: all operations start with a goal, and only with a goal can there be everything.

1.1 Project objectives:

Rapid growth: The clothing brand needs to achieve rapid growth in online users;

New retail transformation: optimize the original offline channels and expand online channels, and finally realize the integration of online and offline channels to guide traffic to each other;

Looking for franchisees: Speaking of franchising, this may not be very " Internet " at all. But this project is not only about expanding new online channels, but also about continuing to develop existing offline channels. Expanding franchisees can be considered a way to acquire B-side users, so I will find franchisees through a lower-cost and more efficient method.

Increase revenue: In the short and medium term, online channels will become the main revenue channels.

1.2 Current situation:

The clothing brand previously did business among its circle of acquaintances and had a small number of offline channels. If you want to achieve rapid growth, you actually have to expand online channels, but when it comes to selling clothes, some people may think of Taobao first. But that’s not the case. If you enter Taobao from scratch, how can you be quick? It's difficult.

In order to clearly see the current situation of the company, I did a SWOT analysis:

In summary , this brand will have more opportunities to break through the siege.

1. The brand's strength lies in its products , which are very well designed;

2. The disadvantage is cost . Due to low sales volume, production costs are high. In addition, since there is no online accumulation, it is costly to expand e-commerce channels such as Taobao.

3. The threat lies in the large number of competing products;

4. The opportunities lie in decentralized online channels , that is, you need to avoid centralized traffic channels such as Taobao, otherwise you will need to invest extremely high costs and the early ROI will be low.

2. Basic traffic preparation:

There are two core indicators in the basic traffic part: 0 cost and high accuracy.

Previously, the brand spent 6,000 yuan to place soft articles through a local public account related to food, drink and entertainment. Although the price was not high, the traffic was not accurate.

2.1 How to prepare basic traffic:

The method to prepare basic traffic is to build a traffic pool, that is, to direct all users to the WeChat service account and add personal WeChat . The idea is to turn all users that the brand's designers come into contact with in every offline scenario into online relationships.

There are several scenarios where this can be achieved: designer’s studio, offline shows, offline activities , and exhibition traffic .

2.1.1 Designer studio traffic diversion:

Designers’ offline sales are mainly completed through studios, and familiar customers from the circle of acquaintances often come to the designer’s studio to buy clothes directly. Therefore, every time a customer comes to the studio, the designer will use words to guide the user to follow the official account.

There is actually not much to be particular about the wording here. You can say, "Follow the official account, some new products will be released on it later, and you can see the new products of the season in advance," and ask the customer to add WeChat. Generally, if users can get to the studio, the other party will not refuse to add WeChat, because being able to find the studio means that the user already trusts the designer or the brand, as the studio is in an apartment, not in a shopping mall.

Studio display area

2.1.2 Offline show traffic diversion:

At the show, after each designer's brand has finished the show, there is a large screen next to the catwalk to expose the brand, and usually the designer will stand on the stage to share his or her design concepts. This scenario is very similar to our Internet circle. When participating in various offline sharing sessions, guests share their PPTs and leave a QR code at the end to attract traffic.

2.1.3 Offline activities to attract traffic:

Designers will participate in some interesting offline activities, many of which are invited, while some are hosted by themselves. She once told me that she organized an event to teach some girls how to make hats. But once it’s done, it’s over, there’s no follow-up.

If we look at it from the perspective of a traffic pool, the traffic here still cannot be missed. We can use wording to guide people to follow the official account and add personal WeChat.

2.1.4 Exhibition traffic diversion:

When brands participate in some exhibitions, the way to attract traffic to the exhibition is to print QR codes on brochures, roll-up banners, and posters.

2.2 It is best to add personal WeChat for early basic traffic:

Although basic traffic requires building a traffic pool and settling on the official account, it is best to add personal WeChat for early traffic. Why? In the future, when it comes to communities , it would be best if the traffic can be accumulated on personal accounts. If it is only accumulated on public accounts, the public accounts will guide people to add personal WeChat, and then pull them into the community. This will add one more step, and naturally the conversion rate into the group will be low.

In the early days, adding personal WeChat accounts can also better activate users, because with a personal account, there are three more user touchpoints: friend circle , community, and personal chat. If it only stays on the official account, there will only be one user touchpoint. The early basic traffic can be regarded as seed users . From the perspective of traffic, it determines the starting volume of later fission growth.

2.3 Summary:

Basic traffic is the early startup traffic of a product, which determines the scale of fission during future growth. Personally, I prefer low-cost entrepreneurship , that is, integrating existing resources to form early basic traffic. If there are not many resources to integrate, there are two ways to prepare basic traffic: one fast and one slow.

1. Quick method:

Obtain basic traffic through advertising or paid channels such as soft articles and KOL forwarding. But it requires additional cost.

2. Slow method:

Acquire customers through content, distribute content through multiple channels, and deposit traffic into the traffic pool. This method does not require additional investment costs, but if there are multiple distribution channels, labor costs need to be considered.

3. Growth System

To put it simply, the growth system uses basic traffic to drive new customers to old ones.

Many of you may have participated in many community fissions and witnessed the process of a surge in fans within a few days. But fission like this cannot be done every day. Because in the fission process, more manpower and material resources are needed. Next, I will share the growth system design of this women's clothing brand.

The growth system should include two parts: sustainable fission + periodic fission.

I compare these two types of fission through the following table:

3.1 Sustainable fission:

If periodic fission is compared to Tmall's Double 11 , then sustainable fission is the normal daily transaction flow on Tmall . Sustainable fission does not require too much manpower and material resources to plan activities. It only needs to provide an entry point for old customers to bring in new customers on the product’s homepage and other pages.

This is a sustainable fission of Shenzhou Private Car . The entrance to the invitation gift can be seen from the homepage of the taxi-hailing page. From this activity, there is no need to invest manpower to deploy and start traffic; nor is there a need to invest too much material resources to reward users, just reward them with car coupons.

Sustainable fission only requires the minimum manpower and material resources, so I have designed several fission plans. In the future, through A/B testing , I will get an optimal growth strategy, which will be solidified into a sustainable fission method.

Plan A: Use the welcome message of the official account to create fission

① After a new user follows the official account, a welcome message will be automatically sent, with the message at the bottom saying "Reply "薅羊毛" to receive coupons for new products of the season";

② After the user replies to the keyword , the system replies with the coupon redemption rules and attaches a poster for the user to attract new customers;

③ The rules are as follows: If you bring in 3 new people, you can get a 30 yuan coupon, which can be used once for a consumption of 200 yuan or more; if you bring in 5 new people, you can get a 50 yuan coupon, which can be used once for a consumption of 300 yuan or more; if you bring in 10 new people, you can get a 100 yuan coupon, which can be used once for a consumption of 500 yuan or more, and you will also receive a base shirt.

Plan B: Splitting through the public account menu

Plan B is similar to Plan A, except that the guiding fission copy of the official account’s welcome message is removed, and instead a menu called “Receive Benefits” is set up in the official account menu.

The purpose of this is to test the brand's fission entrance, whether the welcome message is more effective or the menu is more effective. The effects of the two entrances may be different for each product. The so-called fission is not effective just by making a plan, but requires AB testing.

3.2 Periodic fission:

In this project, periodic fission is still divided into two methods: local traffic fission + unrestricted region traffic fission .

Let me explain first:

If a brand is a purely online product, there is no need to do offline traffic fission. However, the brand is transforming from offline to online, and is also transforming to new retail, which means that online and offline must be fully connected in the future, and more physical stores will continue to be opened offline.

If you want to open a physical store, you can start in Guangdong, which can reduce the initial trial and error costs of the physical store. In order to support this goal, we must simultaneously focus on Guangdong’s local traffic and traffic in all regions. The purpose of generating local traffic in Guangdong is to support the new retail transformation mentioned in the target chapter and to find offline franchisees at low cost.

Therefore, I have to emphasize again that there must be an operational goal first, then an operational strategy, and then the so-called fission method.

Next, I will sort out the two types of fission:

3.2.1 Local traffic fission:

Fission requires the design of bait. If you want to generate local traffic, the simplest and crudest bait is to establish a base offline. Therefore, the design of the bait needs to revolve around one theme: how to bring traffic to offline gatherings.

Bait A: Offline new product launch ticket + exclusive discount coupon for launch

The brand’s own launch event was held in Guangdong. Therefore, during the fission process, because of the need to attend the meeting on site, the regionality of the fission traffic can be controlled.

Bait B: Offline show ticket + exclusive discount coupon for press conference

The ticket is for a designer to attend a small show hosted by someone else, with his own brand's catwalk. This type of show can generally be held in Guangzhou, Foshan, Shenzhen, Hong Kong and other places.

The above fission baits will need to go through A/B testing and trial and error in the future.

The fission process is designed as follows:

① In the fission startup volume, it is necessary to expose it through multiple channels, and the channels need to choose channels with more local traffic. The general summary is as follows: the designer’s own circle of friends, the circle of friends of the designer’s friends, public account tweets (choose to push to Guangdong users), and existing communities. In the early stage of the activity, free channels are selected. When a larger amount of activation is required in the later stage, some localized paid channels need to be launched.

② Through event exposure, traffic is directed to the official account. The official account replies with keywords to receive personal posters and explains the rules for receiving show tickets. If the user is a new user, the poster is distributed through a welcome message;

③Users forward the posters individually;

④After the activity period ends, the number of people pulled in will be ranked, and the top few people who pull in the most people will get tickets. At the same time, all users who participate in the event can receive a discount coupon for exclusive styles at the press conference.

About discount coupons:

The purpose of discount coupons is to achieve paid conversion after traffic fission. So there are a few points to note:

① The discount coupon itself needs to indicate two prices, one is the purchase price of the coupon, and the other is the price that the coupon can be deducted. For example, the coupon can be used to deduct 300 yuan of press conference clothing, but the coupon needs to be purchased with 50 yuan. But the coupon for fission users is given to them for free;

② Before the event is prepared, it is necessary to announce in advance in the official account tweets, menus, communities, and Moments that the 300 yuan coupon can be purchased for 50 yuan, because the purchase entrance of the coupon can be seen by traffic outside Guangdong. This requires reference to Tmall Double 11 for packaging, which means paying a prepayment of 50, and you can deduct 300 on the day of the new product launch. Because local traffic participates in fission, the coupon can be obtained for free, thus creating a sense of superiority for local users, which users like;

③ This coupon can be transferred because some people get it for free. This creates scarcity for the coupon, and the process of transferring the coupon is a secondary dissemination;

④ The logic of a 50 yuan discount of 300 yuan is to increase the conversion rate of new paid products in the later stage. You have already spent 50 yuan, and those who participate in the discount will have a higher paid conversion rate. As shown in the figure below, the underlying logic of the 50 yuan discount coupon for 300 yuan in this case is the same as the e-commerce Double 11 prepaid deposit and the underlying logic of Meituan Takeout's 30 yuan red envelope for 9.9 yuan purchases. All of them are about achieving high paying conversions.

3.2.2 Unlimited regional traffic fission:

Traffic fission is not limited to any region. In the early stage of this system solution, I did a trial and error and found a low-cost and optimal growth path - community fission. Because the early fission and major paid conversions need to be completed through the community, while in the middle and late stages, it is necessary to gradually transform to content e-commerce. Although the conversion rate of the community is high, there is a problem: the operating cost is high and it cannot carry large traffic.

Next, let me share some ideas and methods for community fission.

Ideas:

During early trial and error, we found that when we told users that the more people in the community there were, the more favorable the price would be. At this time, many users will invite their best friends to join the group. Therefore, we can periodically carry out community fission to eliminate inventory, release new products, promote hot products, etc.

The fission process is designed as follows:

① Start the traffic in the community, because there are currently 2 active communities with relatively loyal users. Through some periodic inventory clearance sales or hot-selling events, prices will not be announced in advance, but fission discounts need to be announced in advance. The fission discount is completed through a step-by-step discount method (in the Double 11 event, we will reuse this method, but the daily fission uses discounts, and the Double 11 event uses amount discounts. Because the discount range during Double 11 is large, it is easier to stimulate users' desire to buy by directly using amount discounts):

② Distribute the poster to the group and let the two currently active communities start forwarding the poster. Subsequent members of the group will use group tools to automatically explain the rules and distribute posters;

③ Build momentum before the event, but do not announce the price. If the price is announced before the event, it may lead to no fission propagation because users are dissatisfied with the price. Therefore, this method fully draws on the successful experience of the previous community conversion. When the fission activity ends, the total number of participants and the discount that everyone can enjoy will be announced in the group;

④ Because most of the fission traffic has not followed the official account, it is necessary to let everyone follow the official account to receive the corresponding coupons;

⑤ Use the practical methods shared previously to build community momentum and complete paid conversions.

4. Content Matrix

Although it is called a content matrix, each content platform has a certain order of play. Based on cost considerations, the platform will only operate WeChat service accounts and communities in the short and medium term.

Official accounts and communities need to direct traffic to each other. The official account directs traffic to the community. Because the community sometimes has some fission activities, it is also necessary to regularly direct traffic to the official account.

I will sort out the positioning of the official account community separately:

Because official accounts and communities are suitable for different scenarios. In terms of conversion rate and operating costs, they are also different. Therefore, all traffic needs to be carried in the official account. Because the official account is a service account, it publishes a tweet every week. Each tweet tells a popular story, using the story to motivate users to pay. The purpose of the community is to share some clothing design inspirations and clothing combinations on a daily basis, and to interact around clothing themes.

Therefore, the relationship between official accounts and communities has also permeated the user life cycle. New users follow official accounts, and communities are used to cultivate loyal fans.

4.1 Official Account Operation :

Official account operation framework:

Let’s first look at the framework and logic of the entire public account operation through a picture:

① Official accounts achieve paid conversion of content e-commerce through tweets;

② The menu can be used to attract traffic to communities or mini-program stores, the purpose of which is also to divert traffic to paid conversions;

③ Receive the welfare menu. As mentioned in the growth system above, the purpose of this is to achieve sustainable fission, that is, to provide an activity entrance and solidify the fission process without too much manual participation.

Welcome:

The format of the welcome message is: fixed welcome message + activity conversion guidance words (adjusted according to the activity dynamics)

The specific welcome language is as follows:

Welcome to follow XXX Paris independent designer brand. It is like a fairy tale that bids farewell to the adult world temporarily, with colors and happiness filling the heart. “Smilling power, to be a child”, let us take you to explore the colorful world of girls.

menu:

① Beauty Community: Click the menu and the system will push a community promotion poster. The QR code on the poster is the personal WeChat account QR code. Early users need to try to settle on the personal account. Use personal accounts to pull users into the community.

② Enter the store: Click the menu to enter the mini program mall.

③ Receive benefits: fission entrance. Users can receive fission posters through this menu, and the official account will automatically reply with the current fission activity.

Tweet:

Content e-commerce’s tweets have a characteristic that can be summarized in one word: “storytelling”.

Because only by packaging the product into a story can you make users pay for your story and your lifestyle. Content e-commerce is particularly suitable for products whose prices are not very competitive. The brand’s specific tweets will not be shown here. The text of the tweet needs to provide pictures of the clothes that can be purchased through the mini program corresponding to the story; the entrance to the mini program mall needs to be provided at the end of the text.

I have summarized two content e-commerce tweet styles for your reference.

Like:

Tell a story in the tweet and attach a link to the product mini-program at the end to make paid conversions. Youzan has a large amount of traffic, but I think the content itself lacks storytelling. There are more product advertisements.

Uncle Peter Pan:

This brand sells women's clothing with a more literary style. WeChat tweets themselves have strong storytelling elements, and sometimes even have protagonists.

4.2 Community Operation :

Community operation framework:

Let’s first look at the framework of community operations. Running a community is actually a very costly thing. Therefore, community operation work should be divided into two categories: daily content to cultivate the group and increase interaction; periodic activities to harvest high paid conversion rates.

How to build a closed loop of active content:

There is actually a closed loop in terms of content-driven group development and increasing group activity. This is also the pain point that many social e-commerce projects have reported to me when they ask me to manage them. They said that my community has content, and I will post some product pictures or other content to the group. But the group is not very active. Therefore, if the community is inactive, that is, a dead group, the paid conversion rate will drop sharply. This is also the reason why the cost of social e-commerce is relatively high, because high paid conversions require continuous high-cost operations.

The community outputs content, and users will have discussions and interactions. When users interact, they become active, and content is then output into the community again, which will generate more interactions. This is a closed loop, which we call the "content activity closed loop," and it is universal for any community. Let me give you an example:

The active closed loop of content in knowledge-based learning and educational communities is:

Output knowledge (lectures), group discussion and practice, answer questions and give comments.

Only if the learning community has this closed loop can the community remain active, and only if it is active can there be subsequent paid conversions.

The active closed loop of content in product sales communities is:

Output the story behind the product and engage in discussion and interaction among group members.

On the basis of the above closed loop, a certain level of community activity can be guaranteed, but if you want to further increase the activity, you need to do so through event operations. I will sort out the specific activity operations in the activity operations chapter.

Here is a rough idea: the activity can be developed around the theme of "sense of participation". For knowledge learning, it is necessary to plan activities to allow group members to complete assignments as individuals or in groups, thereby enhancing their sense of participation. Product sales communities, such as clothing communities, allow users to choose their favorite design styles through event planning, and even let them DIY their own brand T-shirts.

The community's personnel structure:

Recently, I discussed a case of a member in my study group. They have 100 communities and plan to expand to 500 communities in the future. The goal of these communities is to eventually convert to paying users. But you will find that there are many problems when looking at this community model from a business model perspective . That is, it cannot be expanded rapidly on a large scale.

Let's do some calculations. If one person manages 10 groups, then 500 groups will require 50 people to manage. Of course some people will mention using robots. However, for communities that aim to generate paid conversions, the conversion rate is not high when using robots.

Therefore, although this women's clothing community does not have such a large scale yet, preparations have been made in the plan. I express my ideas on community management through a community organizational chart.

Assume that the brand currently has three clothing groups, namely ABC. The administrator is the group owner of the three groups. However, these three groups need to use a funnel model to filter out a non-company member. This person is similar to a company partner. He is the administrator of his own group. All administrators are pulled into a separate group and taught the polished high-conversion social marketing methods in the group.

For example, on Double 11, the company’s community administrators convey relevant activity content in the administrator group, and then each administrator conducts community marketing in their own group at the same time.

In the early days, the administrators of each group should be called die-hard fans. They are very loyal and have a certain amount of free time to manage the community. In the early stage, the rewards we can give them are 40% off on all products, etc. In the future, more rights and benefits should be delegated to administrators. Administrators are like a channel or partner of the company, and they need to be given certain commission rewards.

5. User life cycle:

My idea for dividing the user life cycle of this clothing brand is from non -paying users to paying users, and then to repeat purchasing users. In addition, we need to acquire franchisees at a low cost, so there will be a funnel to filter franchisees from repeat purchasing users.

First look at the following picture:

5.1 Potential Users:

Goal: Expand this layer as much as possible, so the entire growth system described above is to provide traffic for this layer.

Implementation path: basic traffic and growth system. When a potential user, or a new user, enters the official account, a new user welfare red envelope needs to be distributed first to help them complete the payment conversion as soon as possible.

5.2 Paid Users:

Goal: To increase the conversion rate of first-order paid purchases (if the first order of this brand of clothing is completed, after the user receives the clothes, the fabric, quality, craftsmanship, etc. of the clothes themselves can increase repeat purchases by a certain percentage).

Implementation path: Achieve goals through event operations.

5.3 Diehard fans:

Goal: Increase repurchase rate and filter out suitable administrators

Implementation path: The repurchase rate needs to be achieved through community e-commerce and event operations; every community will have die-hard fans, and it is necessary to find the die-hard fans of each group, and these people have a certain foundation in community management and have a certain amount of free time. Such people will be converted into administrators of the group.

5.4 Franchisees:

Goal: Find franchisees

Implementation path: Franchisees are filtered out from die-hard fans, but this type of users needs to pay a franchise fee if they want to join the brand. Therefore, the possibility of direct online conversion is low, and conversion needs to be done offline.

Through online event planning, we provide offline clothing dinners for loyal fans. Through a clothing dinner with a table of 10 people, the designer and his friends in the clothing circle and his die-hard fans form a dinner party to convert them into franchisees.

Franchisees under the new retail: Traditional franchisees generally have their own local channel resources , which means they have their own traffic. Even if some brands' franchisees have no traffic, they often choose locations in shopping malls where offline traffic is concentrated.

However, this franchise model has a drawback: the brand earns the franchise fee, but the franchisee’s fate is uncertain. One of the goals of this clothing brand is to transform into new retail. So, one of the points is the franchisee system. After joining a brand, franchisees can purchase offline traffic by purchasing traffic packages from the brand. Brands direct offline traffic to offline physical stores. The offline traffic of the physical store itself will also be converted online, thus forming a closed loop connecting online and offline.

6. Event Operation

In terms of operational goals, the brand's event operation system is used to achieve paid conversions. However, if the goals are broken down, the event operation system needs to support two types of goals: mobilizing user participation and completing paid conversions. The sense of participation itself also supports paid conversion.

6.1 Mobilize user participation:

Consumer psychology believes that if people invest more actions in a product, they are involved in it. He will feel that the product is more valuable. This is why IKEA furniture is so popular, as the tables and chairs are installed by the users themselves.

Based on this goal, we need to continuously plan activities to enhance user participation. As for clothing products, there are mainly three types of activities that can stimulate users' sense of participation recently: sense of participation in the brand, sense of participation in the design, and sense of participation in the product.

6.1.1 Sense of participation in the brand:

Ideas:

The brand will occasionally show its talents on the catwalk or hold its own new product launch conferences. Therefore, through event planning, models are generated from users, who are asked to walk the runway for the brand in the show, thereby increasing user participation. Any user who participates in the fashion show will receive the show-style clothes for free.

How to play:

① Open the registration entrance in both the official account and the community;

② Create a registration page using H5 tools , and users register;

③ Post photos of contestants through the H5 voting tool, and users canvass for votes;

④ If the winners win a place, they can participate in the offline fashion show;

⑤ After completing the new product launch, expose the event through WeChat official account tweets. If the budget is right, the press conference can also be exposed through other channels.

6.1.2 Sense of participation in design:

Ideas:

If the user is the designer of the clothes, then these clothes will definitely be snapped up by the users. However, the threshold for fashion design is very high, and not everyone can do fashion design.

In order to make users feel that the clothes were designed by me, we referred to the approach of Threadless, a foreign clothing company. That is, let users design T-shirts, because the patterns of T-shirts are fixed and do not need to be designed, but users can design the patterns of T-shirts.

Of course, maybe designing a pattern is difficult for users, so provide some design elements and let users piece together a pattern with these elements.

How to play:

① Open the registration entrance in both the official account and the community;

② The user registers. In order to motivate users to sign up, if a user's design is selected, for example, a T-shirt originally priced at 399 yuan can be purchased by the user himself or recommended to a friend at an exclusive price of 199 yuan;

③ Users submit design drafts, which are mainly completed through some online design tools;

④ Through the voting tool, users canvass for votes;

⑤ Carry out the pattern making production process. After production, users and their friends will be able to enjoy exclusive prices. At this time, the user who designed the T-shirt will often become a very motivated salesperson because he will crazily sell the T-shirt he designed to his friends. (This is also the core user psychology that makes Threadless successful)

6.1.3 Sense of participation in the product:

Ideas:

We provide an opportunity for users to vote for their favorite styles among new products. For the first three items, we offer a dream price, which is half of the original price.

How to play:

① Open the registration entrance in both the official account and the community;

② Use voting tools to include new products as voting items for users to vote on. This type of voting is best done through interaction within the community, which is itself a process of building momentum. The voting cycle should not be too long and should be completed within a few days;

③ After the voting is over, the voting results will be announced in the community immediately and the campaign will be promoted for one day;

④ Through one day of promotion, finally complete the paid conversion in the community.

After initial trial and error, the paid conversion rate of this activity reached 15%. Therefore, this activity can be solidified into a periodic activity and carried out regularly in the later stage.

6.2 Complete paid conversion:

Generally speaking, the more common activities that can improve paid conversions include the following: flash sales, coupons, group buying, red envelopes, bargaining, and lotteries. However, these activities are the most basic ways to play and should not belong to the activity system.

The activity system that can improve the conversion of paid plug-ins should be divided into two categories: continuous activities and periodic activities.

6.2.1 Ongoing activities:

Ongoing activities generally require a fixed entrance. For example, users can get coupons by clicking “Receive Benefits” in the official account menu.

6.2.2 Periodic activities:

That is, it is held periodically. For example, the Double 11 event recently planned for the brand is a periodic event. Taking Double 11 as an example, the gameplay of this activity is as follows:

① Regarding the product SKUs that the brand should prepare for Double 11, I have a suggestion: choose ones that are low-cost but don’t look cheap. The cost is high and the price cannot be reduced significantly. For products that are low-cost but appear expensive, you can set the original price high, and then use various “price games ” to create a sense of bargain for users.

② Multi-channel warm-up activities are needed, that is, to inform the Double 11 event. In addition to the existing official accounts and communities, channel resource integration is also required. In this project, we will also select some free channels for Double 11, such as KOL friends in the clothing circle. Preheating activities through multiple channels is similar to bringing a certain amount of start-up traffic to brands that are just starting out and have little traffic;

③ On Double 11, we will take advantage of the time difference with Taobao, so this activity must be carried out before Double 11. If you do it after Double 11, others will be left with nothing. How can you expect them to buy your products?

In addition, our large coupons can be used on one item at a time. At the same time, we have created a tiered preferential incentive. In the last social network sales event, we found an optimal fission path through trial and error (only suitable for this brand, not necessarily for other brands, so every brand needs to do MVP trial and error to grow).

Introduce the multi-channel traffic of Double 11 into the community and announce Double 11 discounts. That is, if the total number of people in the community is 1,000, each person can receive a 100-yuan coupon, which can be used once; if the total number of people in the community is 1,500 or more, each person can receive a 200-yuan coupon, which can be used once; if the total number of people in the community is 2,000 or more, each person can receive a 300-yuan coupon, which can be used once. This coupon can enjoy a discount on top of the Double 11 discount price. For example, the original price of a certain piece of clothing is 2,000 yuan, but the price on Double 11 is 1,300 yuan. An additional coupon can be used on top of this price.

④ One day before the event, announce the total number of people in the current group and guide community users to the official account to receive coupons;

⑤ Build momentum on the day of the event and then complete the paid conversion to the community.

7. Paid conversion:

This part of the content is actually sorting out the user touchpoints of the entire system. Each different user touchpoint can achieve paid conversions for different purposes. The details are shown in the following figure

7.1 WeChat tweets:

WeChat posts one hot product or one hot product series every week. The content is mainly story-based to touch users. Each picture comes with a mini program daisy code, which can be used to directly make paid conversions. That is, the paid conversion of popular products. Leave the mini program mall entrance at the end of the tweet to achieve conversion of all categories.

7.2 WeChat Menu:

The WeChat menu reserves a mini-program mall entrance with the aim of achieving conversion of all product categories.

7.3 Community:

The community is not a scenario of continuous conversion, but a scenario of periodic activity conversion, such as Double 11, annual promotion, monthly promotion, etc. In this scenario, it is necessary to use social media marketing to complete the conversion. It can improve the paid conversion of target items.

7.4 Personal circle of friends:

The conversion rate of the daisy code in the circle of friends is not high, far lower than that in the social community scenario. Therefore, the purpose of Moments is more to establish credit endorsement for users. For example: photos of new product catwalks; tweets about popular products; design inspiration; live broadcasts of other shows; the clothing pattern making process, etc. The core purpose of Moments is to drive traffic to the community and content matrix.

7.5 Mini Program Push:

The mini program mall used by this brand is the "Danmai" mini program. The mini program has a function that allows brands to push an event to all mini program users once a day, which will be presented in WeChat's service notifications. Therefore, the push of the mini program itself can also improve the conversion of target items.

8. Summary:

This is a complete operating system plan, and this brand is still very young. But the way I help this brand is to grow, grow continuously, find ways to increase traffic, and find ways to achieve fission.

Because to be honest, I personally believe that operation is a system, and we should think in a system way rather than in a traffic way. Traffic thinking is a wrong operational way of thinking . If we only look at traffic, subsequent activity and conversion will become difficult.

By building a complete operating system:

• First, I learned about the big goals;
• Secondly, I learned about the current status of resources;
• Again, based on the above points, I configured the operation module allowed by the current resource situation;
• Finally, I let the traffic (users) flow through this module, from growth, to content, to activities, to complete the conversion.

The operating system needs to be continuously iterated and optimized, and the brand is currently gradually implementing the system. The article does not explain any specific data or some specific core business contents of the system. I hope this system can help everyone build their own product operation system as soon as possible.

Source: 2 Minutes Marketing (ID: marketing_2mins)