How does a weight loss community operate with a turnover of 10 million in 3 months?

April to December every year is the golden period for sales of weight loss products. Major weight loss brands or a certain product of a brand has become a powerful tool for attracting fans and fission. Based on my own experience, I will talk about how the product I operate relies on social media operations , how a brand's new product builds a community from 0 to 1 and achieves a turnover of 10 million.

1. Project Background

The company I work for has 7 years of direct sales experience. The company and B-side agents are both offline (salons, meetings, family gatherings, etc.) and have no experience in online WeChat and WeChat group operations. Before the New Year, the company developed a weight loss product and planned to launch it in March or April after the New Year. Due to the impact of the epidemic, offline business could basically not be carried out. The company shifted its operations to WeChat. This is how we come up with ways to manage and convert users in the form of communities. 

2. Product Package

Traffic diversion package: 299 yuan, 200 yuan (equivalent to 99 yuan) will be returned after completing the experience, trial period is 7 days

Conversion package: 800 yuan/1490 yuan

High-price package: 4980 yuan & 9980 yuan * 14980 yuan

3. Community Management Forms

B2B2C model:

Company side: command group and special communication group

Command Group: A company-level communication group responsible for dissemination and communication of important information in order to improve efficiency.

Special communication groups: for example: trainer group, nutritionist group, live broadcast group, operation optimization review group, all of which are responsible for promptly solving B-end and C-end group problems, summarizing experiences and optimizing iterations.

B-side group: Different teams are divided into different levels

Those who have worked in direct sales, social e-commerce, and micro-business know that channels are divided by teams, and each team is divided into sub-teams. So when dividing the B-end groups, small teams are divided into one group, and large teams are divided into sub-teams. The first is to prevent the company's B-end from being too affected by negative news, and the second is to empower it, so as to avoid information flooding the screen and making it difficult for everyone to find materials. The third is that as a team, everyone has a sense of belonging and identity, which makes it easier for the B-side to enhance mutual feelings and collaborate. At that time, I was organizing 5-10 B-side groups each period, and each group should be within 100 people as much as possible. The smallest group would have only 30 people, not too large. This was to empower and help the B-side experience so that they can achieve results. 

C-end group:

According to whether users purchase, they are divided into fan groups and user groups.

After the user purchases, they are divided according to the purchase amount (without weight loss treatment).

Fan group: that is, each small B attracts some strong connections around him to sign up for product trials through content distribution, self-propagation, and self-experience. Since each person can only find a limited number of people each period, their own operating costs are relatively high and their time and energy are limited, at this time everyone needs to pull their respective customers into a group for centralized operation. However, they all paid 299 yuan and will get 200 yuan back later, so the B end cannot make money here. Only by relying on the company's strength and their own ability to convert them into 800 yuan/1490 yuan can they make money, so the B end will spare no effort to convert them.

Number of groups: about 2,000 to 3,000 participants per session.

Number of people in the group: In order to give customers a good experience, we use small groups of 20-30 people.

Group membership structure: 1 team leader is responsible for supervision and observation. The four community operators are responsible for community output and interaction respectively. There are 20-30 experience users, corresponding to 20-30 small Bs. Each small B will pull a lot of people into the group in the early stage, but later it is found that he cannot take care of the conversions and the conversion rate has been low. After optimization and iteration, a group requires the B-side to pull a maximum of 3 experiencers in each period to facilitate more accurate conversion.

User group: that is, the group that purchases 800 yuan/1490 yuan. At this time, the group is even more of a small group system. They are people converted from the fan group. They are people who recognize the product and have trust in the agent. The operation of this group is more refined, because fission and education mechanisms will be introduced in the middle and late stages of operation. The purpose is to cultivate users' willingness to persist in the long term, purchase weight loss products with higher average order values, or repurchase other products of the brand.

4. Classification of sections in community operations

(1) Content Operations:

B-side content

Training: Product + sales method + community operation, using an audio stream in the group as the main method and live video streaming as the auxiliary method, mainly to empower agents and help them sell more and bigger orders.

Daily communication: answering questions, sorting out mentality, etc.

C-end content

PGC+UGC, two major directions

PGC:

Recruitment poster

Customer pain point shaping

Opening Ceremony & Closing Ceremony

How to eat and adjust your mentality live

Live broadcast of conversion and purchase guidance

Product selling points and advantages

Screenshot of customer reviews of the product

Customer effect comparison testimonial

UGC:

Daily weight check-in

Cooking PK to win prizes

Feedback after using the product

Payment and photo sharing

Use a post-effects chain

User testimonial voice sharing

(2) Brand operation:

Promotional content: Brand logo revealed

Community name: XXX Experience Camp No. X

Group operation members: all names start with the brand + responsibilities

Others: Prizes and certificates of completion will contain the logo

(3) Activity Operation:

drainage:

Target group: Agents with strong relationships and recommendations from strong relationships.

Methods: Post comparison photos on WeChat Moments, experience offline stores, meet and chat in physical stores

Conversion:

It is to lead the entire process of practical operation under the unified command and leadership of the company, providing content, ideas and methods.

The transaction method is:

1. One-to-one private chat

2. WeChat group + mini program live broadcast + voice course

3. Offline physical stores

Transaction node design: During the nearly 8-day experience camp, 3 transaction nodes were designed based on the product packages.

1. On the third night after the user uses the product, a live broadcast will be conducted to sell the product and launch a wider variety of combination packages for purchase, because the weight loss effect is particularly obvious in the first three days.

2. On the evening of the 6th day: Ask current or past users to testimonial and share the changes brought about by their own use, and guide users to place orders.

3. There is a closing ceremony on the 8th day. Finally, the babies who have not gained weight again recently are encouraged to eat this food not only for losing weight, but also for keeping a slim figure.

(4) User operation:

Repurchase:

Repurchase path: Package cost is 299–800/1500–4980–9980 yuan

Therefore, repeat purchases basically sell products in multiples of this path. Each stage has its own corresponding community

But we pay more attention to one-to-one service, so we have a good reputation, because we know that high-value users are the core and focus of our operations.

Core conversion point for repurchase: one-on-one problem solving and professional solutions

Retention and fission:

The biggest advantage of weight loss products is that if you can lose weight successfully, the results will make people around you envious, and at least 5 people will be willing to follow him to lose weight. One of our clients is helping his family of seven lose weight, and we also gave them practical methods.

If you have mastered the basic skills, referral and fission will not be a problem at all. As for retention, we encourage them to become agents or use our other types of products so that customer loyalty and retention can be improved.

5. The company's internal community project staff organizational structure:

Project commander: 1 person

A. Product Group: Product sales forecast, reservation and supply follow-up
B. Marketing team: (5 people in the agent communication team, 3 people in the live broadcast team, and 2 people in the social group)
C. Content team: (1 copywriter + 1 designer + 1 video shooter and editor)

The above are basically the basic methods and approaches of our operation. I think we can achieve this scale by relying on:

1. The company has accumulated a lot of users over the years.

2. Everyone’s urgent need to lose weight under the influence of the epidemic

3. Fine-grained and granular community operation system and practical execution capabilities. The community review system and SOP are broken down to every hour. Each of our members' execution ability and spirit of sticking to one thing to the end are also very commendable.

Author: Nig's Hut

Source: Nig's Hut