Daily Youxian event traffic generation tips!

In the past, when we went to the supermarket to buy things, we mostly bought things that were commonly used at home to meet our basic needs in daily life.

But as Internet shopping becomes more and more convenient, people no longer buy things simply because of their needs. More often, they may just buy things based on their personal preferences and place orders on impulse.

For example, when watching a live video, you think the host is nice and trustworthy, so you place an order; when you see promotional information in a community, you think the product is very affordable, so you place an order, and so on.

As people's consumption behaviors gradually become diversified, businesses need to constantly change their marketing strategies, otherwise they will easily be eliminated in this rapidly changing era.

This phenomenon is even more common in the fiercely competitive fresh food e-commerce industry. Many newcomers are still catching up, while many old competitors have already died on the beach.

On the one hand, they are constantly spending money to attract traffic, and on the other hand, they are facing the cruel reality of traffic growth bottlenecks. Fresh food e-commerce needs to find new ways to increase sales.

Therefore, with the rise of the term "private domain traffic" and the major iteration of WeChat for Business, many leading fresh food e-commerce companies, such as Meituan Maicai, Chengxin Youxuan, MissFresh , etc., quickly realized a new breakthrough, which is to build their own private domain traffic pool around WeChat for Business.

Among them, MissFresh, a fresh food e-commerce brand founded in 2014, can be said to be relatively successful.

According to the relevant person in charge of MissFresh, the number of their private WeChat users has reached one million, and at this level of activity and growth rate, it may increase tenfold by 2021.

Why can the construction of a private traffic pool based on enterprise WeChat achieve such an effect?

The fundamental reason is that although MissFresh also has its own APP and mini program mall, users do not open them frequently.

The APP that users spend the most time on every day is the social tool - personal WeChat, and personal WeChat is fully connected with corporate WeChat, so the user reach rate can be imagined.

Let’s take a look at a specific case analysis to see how MissFresh operates its own private microblog.

1. Detailed explanation of the activity process

Activity flow chart:

1. The first step is channel diversion

Since its development in 2014, MissFresh has gone through several rounds of financing with a total amount exceeding 10 billion yuan and a valuation of over 3 billion US dollars. Compared with those peers who have fallen one after another, MissFresh can be said to have had a smooth journey.

As an established fresh food e-commerce company that has been operating for more than 6 years, MissFresh not only has a large number of offline forward warehouses and store layouts, but also has basically all the regular online channels, which are also an important entry point for event traffic .

WeChat service account push:

Compared with the mini-program mall, the official WeChat service account of MissFresh has a very high user reach rate, with each tweet having 50,000 to 100,000 readings. Therefore, if there are any activities, the service account is one of the important traffic channels.

On the WeChat service account, in addition to guiding users to place orders in the mini program mall, MissFresh also guides users to other channels or platforms by publishing event tweets. This is mainly to make it convenient for users with different APP usage habits to pay attention to MissFresh.

Of course, the focus is still to guide users to scan the code to add MissFresh’s official corporate WeChat account, and then first settle the users in the corporate WeChat private traffic pool.

Official APP:

According to the latest data, MissFresh's official APP ranks third among similar fresh food e-commerce apps, second only to Duodian and Hema Fresh, with nearly 7 million active users.

Therefore, the official APP is naturally an important traffic channel for MissFresh to build a private traffic pool. The homepage of the APP is the entrance to various activities and coupons.

Official Mini Program Mall:

The homepage of the official mini-program mall of MissFresh is actually no different from the official APP. It is mainly to provide a convenient platform for users who do not have or are unwilling to download the APP to place orders.

The homepage of the mini program mall and the personal information page are also the entrances to various activity banners, guiding users to participate to the greatest extent.

Invite friends to increase traffic:

Finally, invite friends, get red envelopes, and let old users share the activity link with friends around them, or share it with friends in the circle of friends and WeChat groups to achieve the purpose of attracting traffic.

Here, MissFresh has also set a relatively high threshold. Friends must place an order before users can receive rewards. Although the difficulty of fission has increased, the quality of incoming traffic is higher and more accurate.

2. The second step is to accept traffic

When it comes to traffic transfer, MissFresh’s approach is relatively simple.

First, by guiding users to "receive benefits", users who have not followed the service account before are directed to the service account first.

More importantly, more ways should be used to guide users to add MissFresh’s official corporate WeChat account. Only after adding corporate WeChat friends can more accurate repeated reach be achieved, and the next step of community operation can be carried out.

With the help of this simple event poster guidance method, MissFresh has accumulated millions of corporate WeChat private domain users.

The next step is to further guide users to join the enterprise WeChat community.

By leveraging exclusive in-group benefits and pulling users into different groups based on different regions, MissFresh can conduct more refined user operations.

In addition to the welfare group that specifically publishes various discount and promotion information, MissFresh has even set up a mutual aid group specifically for users who need help.

For those users who want to obtain coupons by helping others, they can send the help link to the mutual help group. This not only saves the user's participation cost, but also greatly improves the paid conversion of Daily Youxian.

3. The third step: operational transformation

For companies committed to building private traffic pools, most operational conversion actions are basically carried out around corporate WeChat, and MissFresh is no exception.

After reviewing the entire operation process, we summarized 5 points:

Fans exclusive benefits:

The first point is that every user can receive exclusive benefits, and this benefit is divided into two parts, the main one being "free shipping coupons".

For example, after users add MissFresh’s official corporate WeChat, they can receive exclusive fan benefits in the first place.

Interestingly, in addition to the free shipping coupons, the benefits also include an "authoritative parenting recipe", which is very valuable and attractive to the fresh food consumers, mainly mothers.

After users join the group by scanning the QR code, they can also receive the exclusive benefit of joining the group, "free shipping coupons".

For users who do not buy groceries frequently, a free shipping coupon may not be a big deal, but for users who buy groceries as a daily routine, it can save them money on groceries.

Moments activity push:

The second point is the push of activities in the circle of friends, which is also very effective in increasing the user reach rate.

Many companies are paying less and less attention to Moments when doing user operations. They feel that if they keep posting ads in Moments, they will easily be blocked by users.

But in fact, as long as the frequency of posting is appropriate, the reach rate of Moments is much higher than that of groups, because after users block a group, they may not open it for several days, but most users have the habit of opening Moments every day.

If the content and frequency of activity push in the circle of friends are not too offensive to users, it will have unexpected effects.

Daily flash sales:

The third point is daily flash sales, which is something all retailers will do.

The highlight of MissFresh is that it brings together all the products participating in the flash sale on one page, and also sets the start time and end countdown.

While allowing users to see everything at a glance, it also adds a sense of ritual, which can help users form daily consumption habits and know that there will be flash sales at certain times every day.

Good things to compare and recommend:

The fourth point is that MissFresh’s product recommendations are also different from most other companies.

In addition to marking the discounts on products and providing coupons, MissFresh also directly synchronizes the price information of other e-commerce platforms to the group. Through this comparison, users can better feel the impact of the discount.

Therefore, we can see that some particularly popular products are basically sold out within a short while if we click on them again.

Hot product spoilers + event previews:

Point 5. MissFresh has taken one more step in the community, which is to post a preview of tomorrow’s promotional activities in the group every day, just like in a TV series.

Users can use the provided preview information to know whether they have a need to buy something tomorrow and make preparations in advance.

4. The fourth step, fission growth

In the fission growth process, MissFresh's approach is relatively simple. It mainly achieves self-growth of users by inviting friends to receive coupons.

However, although they are all coupons, MissFresh has set up two different ways of participation.

Invite friends to place orders and receive large coupons:

The first type is that you can receive a large coupon only after inviting a friend to place an order. The benefits are high and the threshold is relatively high, but it can more effectively increase the user payment conversion effect.

Moreover, when users have no intention of participating and decide to quit, MissFresh has also set up a clever retention mechanism to further guide users to continue participating in the event.

Invite friends to help get small coupons:

The second way is to invite different numbers of friends to help, and you can get corresponding small coupons. This kind of activity takes place almost every day, and the threshold is much lower.

This is also a great benefit for users who have a relatively high demand for fresh food. The Daily Youxian mutual aid group mentioned above helps users get these small coupons and promote their consumption.

2. Event Highlights

Looking back at the entire private domain operation activities, there are still many highlights. Here we pick out 3 points to focus on.

First, the character of a senior parenting expert appears more real and professional.

Most of the previous official corporate WeChat accounts basically appeared in the image of "welfare officer" or "little assistant", but MissFresh's setting is directly "senior parenting expert and mother A Pu".

There are two main benefits of doing this:

• On the one hand, this character setting makes the operator's portrait more specific and vivid, making users feel more intimate, rather than just treating them as an official customer service representative.
• On the other hand, the professionalism presented by the character also allows users to more clearly understand the help they can get from it, and provide a better service experience.

Second, grouping by region makes operations more precise.

Before users add corporate WeChat friends to a group, there is actually a threshold set. MissFresh will ask users to add different corporate WeChat accounts based on the different regions they are in. After users add friends, they will be pulled into the group of the corresponding region.

The reason for doing this is simple. Fresh food e-commerce companies deliver goods based on their local stores or forward warehouses, and their services are more regional. Therefore, users must be distributed and grouped according to geographical locations. Only in this way can more refined operational transformations be carried out based on local actual conditions.

Third, setting up special mutual aid groups reduces users’ interpersonal costs.

In previous cases of private domain operations on WeChat accounts, it is rare to see companies specifically helping users build a mutual aid group, but Daily Fresh did it.

What is the purpose of doing this? In fact, it is very clear, it is to help users complete the task.

Almost all companies use the model of friends' help for exponential growth. If users want to get benefits, it consumes a lot of interpersonal costs. Sometimes, in order to get a coupon worth a few dollars, they have to ask for this and that, so many users give up.

But after the establishment of the mutual aid group, everyone’s purpose is very clear, which is to help each other receive benefits. In addition, MissFresh provides small coupons with low costs, which can also promote user payment conversions. It is definitely a good thing that makes a lot of money.

3. Suggestions for Optimization

As for the areas that need to be optimized in the entire private domain operation activities, we would like to mention one point here: the personality of the operation personnel is very vivid and specific, but it is not implemented during the operation process.

As mentioned earlier, the professional character of MissFresh’s operation staff was undoubtedly a highlight of this event, but unfortunately, MissFresh did not make good use of this in the subsequent operation process.

After users add friends, apart from receiving a few activity push notifications, they receive almost no information related to the "senior parenting expert", not even simple parenting recipes.

The positioning of the characters at the beginning was very good, but in the actual operation process, the users did not feel it at all. It was obviously an operation plan that started well but ended badly.

In fact, operations staff can make use of this professional personality to do more operations, such as sharing some of their own private parenting recipes in the group, or using live video to share food and knowledge, and then promote products at the same time.

While establishing your own profile, you can also increase user stickiness to the platform and promote user consumption, killing two birds with one stone.

IV. Conclusion

Is it important to acquire new traffic? Of course it is important, but what is more important is how to retain this traffic and continue to obtain value.

For MissFresh, the opportunity to acquire new traffic is naturally not to be missed, but at a time when traffic acquisition is becoming increasingly difficult, it is now more and more important to focus on accumulating traffic and converting every acquired user into private traffic that can provide long-term value.

Author: Seeding sales

Source: Seeding sales