How did 100,000 yuan get 937 orders?
| The author of this article is Liu Shuopei, deputy business director of Tencent Instant Messaging Department and lecturer at Tencent Academy ( WeChat public account : appganhuo). This article is a first-hand practical O2O operation story. Everyone is welcome to communicate and discuss. Recently, my friends' circle has been flooded with news about the bankruptcies of O2O startups . Just as Diao Ye predicted at the beginning of the year, not practicing internal skills and just relying on burning money to sweep the streets is a frivolous and empty fire phenomenon that cannot last long. A few days ago, I had dinner with the CEO of a vertical O2O door-to-door service company. He mentioned that the second company approached him for a merger and acquisition, and the offer price was only a few million, which was a few tens of percent of its valuation of over 100 million during its heyday. Why can the sudden changes in the capital market quickly extinguish the flames of O2O door-to-door service? Xiao Q agrees with what Diao Ye said: competition relies on internal strength, and service relies on reputation. O2O door-to-door services, which became popular rapidly in 2014, were driven by capital and everyone was competing for the number of orders and blindly expanding their territory, ignoring the steady iteration of products and service optimization. This is the reason for the large-scale loss of users after the subsidies were reduced. However, two days ago at the Yiou.com O2O Salon, Xiao Q heard about a home service startup that explored a differentiated route of low investment and high conversion in this year's promotion. After the meeting, Xiao Q had an in-depth chat with the company's CEO about the story behind it, which was very rewarding. I would like to share this with you and see if it is of reference value. Background: A start-up home improvement O2O social marketing exploration Time: July 14 to July 23 Budget: 100,000 yuan Coverage channels: Sina Weibo , Tencent WeChat Covered groups: those who pursue quality, timeliness and current needs for home decoration Number of people covered: 22,000 people Number of consultations: 3,000 Intended orders: 937 Orders digested: 200 (due to the geographical restrictions on the service scope and the number of decoration housekeepers, some orders were lost) How did you get such a transcript? The CEO of this company is very down to earth and outlined the “five steps of promotion” he took within one year of starting his business. Step 1: Survey of 1,700 potential users As Tencent people, user surveys are our daily routine. We push a tip on the QQ panel, send a questionnaire invitation, and randomly give away a few Q coins, and we can get a large number of user questionnaires in minutes. This is the advantage of the platform, and the exploration here is still worth referring to for a startup company on how to conduct user research: the original intention of the research is very critical. This team found that competitors in the market mainly use the strategy of hard advertising plus celebrity spokespersons. They hope to find out whether this approach is really effective through this research. Therefore, from November 2014 when the company was founded to May this year, we took a two-pronged approach through the online channels of iResearch and Analysys and the company's own offline channels (7 cities, namely Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Tianjin and Xi'an), using telephone inquiries and door-to-door interviews to target users who want to renovate, have already renovated, or are in the process of renovating, focusing on understanding the real needs of users and the channels for obtaining renovation information. This is a "stupid method" that consumes huge manpower, material and financial resources. It also makes the company an absolute "slow company" in terms of operational efficiency. In this fast-paced era of "mass entrepreneurship and cool running every day", what is the significance of such an approach? Xiao Q has worked at Tencent for 7 years. Every time he hears company leaders mention that user value comes first, he can immediately see a series of user research data listed by the leaders. Most of these data are obtained online, but there are still a lot of data obtained by our colleagues in the user experience department who personally go to users' homes, offices, and Internet cafes to conduct face-to-face interviews with users. To understand user needs, we often cannot simply look at a few data reports and questionnaires, because users often have unclear motivations when filling out questionnaires online. They may do so casually or for the prizes. At this time, offline face-to-face communication is particularly important. Especially for new businesses like O2O door-to-door services, users lack awareness. Only through offline communication can users express their expectations for services and their dissatisfaction with the current situation. After the 1,700 user surveys were completed, the company's product design and business processes were redefined or even started from scratch. For example, the marketing department cancelled the hard advertising plan and switched to social channel promotion , gaining the trust of users through word-of-mouth communication, and even designing scenes that touched users, so as to achieve the goal of brand communication and marketing conversion with a small investment. Step 2: Sorting out the behavioral data of community users Once the promotion channel is clear, it becomes particularly important to analyze the behavioral characteristics of users in the channel. who are they? What do they care about? What don't you care about? This O2O company found in Sina Weibo's 2014 data report that the users they wanted to find were very easy to locate - Beijing, male, 26-33 years old, owning a house, and having mentioned topics related to decoration. So they used the most traditional but effective method - manually observing the behavior of these target users on Weibo, what kind of decoration they were showing off, and what kind of decoration traps they were complaining about. They soon discovered that when these post-80s users encountered decoration problems, they rarely asked their friends, but instead turned to some decoration celebrities on Weibo for help. After they have decorated the room, they will post pictures on the Internet. At this time, they are not limited to sharing with friends on Weibo, but more on WeChat Moments, in order to attract likes from friends. Such observation results provide the company with a very important reference for the selection of subsequent promotion partners. Step 3: Trial and error quickly, small steps and fast progress After selecting Weibo and WeChat as cooperation channels, the company immediately began promotion and testing. The first wave of promotion was from July 14 to July 16, and was promoted on both Weibo and WeChat. The Sina Weibo channel included official Weibo accounts, company-cooperated accounts, industry KOLs, etc. The WeChat channel includes official WeChat accounts, local KOLs, popular big accounts and other simultaneous promotions. The first wave of promotion was a stage of casting a wide net and building momentum. The key action was to monitor the user participation effect brought by each channel. During the first wave, it was discovered that some large Weibo accounts had too many zombie fans, so the cooperation was quickly terminated, and the focus was on preparing to continue cooperation in the second wave of promotion only by selecting channels with sufficient user attention. At the same time, we observed that the target users of Weibo and WeChat browsed the website mainly between 10 am and 12 pm, so we concentrated our promotion strategy on this time period to provide coverage and diffusion. Step 4: Find the right entry point and detonate quickly The second wave of promotion was from July 17 to July 23. After narrowing the promotion channels, user participation increased instead of decreased. Many users who had already renovated their homes would actively @ their friends who had renovation needs to pay attention to this welfare activity; users who had not renovated their homes would desperately ask their friends for support and strive to get a cash red envelope of 10,000 yuan; and users who were currently renovating their homes were more concerned about the new term - decoration butler, and hoped to participate in order to get the opportunity to experience it. This explosion once again proves the communication characteristics of social channels. As long as you find the right users, train and lure them, you can convert them into your fans. To paraphrase the famous saying of financial writer Wu Xiaobo - the essence of the Internet is to seek economic assistance. When you find the right person, have a conversation, show sincerity, and offer the right gift, he is likely to be moved by you. At the same time, during the promotion of WeChat, the team created a dazzling HTML5 page, which was spread through some cooperative WeChat public accounts to attract users to forward and spread the information in a fission manner. The triggering point is the fans of these decoration-related public accounts, most of whom are users who have participated in decoration, and they are willing to share such welfare activities with their friends who have decoration needs. Step 5: Thank the seed users and obtain secondary dissemination When it comes to impressing users, it really is about saving the best at last. The 6 free gift packages introduced in the event were redeemed one by one, and 10 free angel users were selected based on user participation (screening criteria included: Beijing area, renovation to be completed in August, number of reposts and likes, house area, etc.), and the renovation process of these 10 lucky users was broadcast live on Weibo and WeChat. When a large number of participating users were disappointed and lost out, the company immediately launched a number of free environmental quality inspections, insurance, moving, housekeeping and other services to provide comfort. These additional benefits are provided to users in collaboration with third-party partners. Their original intention was to allow users to not only be able to participate in the decoration with a low threshold, but also to be able to appreciate their intentions and save them worries before, during and after the decoration, not just the decoration itself. After many users received notification of additional benefits from the event organizer, they launched another wave of communication to thank the rich for their concern. Decoration is of vital importance to every Chinese family. This is the complex about home that has accumulated over thousands of years in our nation. For most Chinese families who have experienced home decoration, this process is unbearable to look back on and they complain bitterly because it is troublesome, laborious, costly and time-consuming. We hope that such a start-up home improvement O2O company can bring new changes to the industry, give users a comfortable experience, and bring more inspiration to O2O door-to-door service entrepreneurs. |
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