Actual case of flash group operation!

What I want to talk about is a set of flash group conversion guides worth millions, summarized from countless actual cases.

The so-called flash group is a group of merchants that conduct group buying and flash sales in an extremely short period of time. This type of community is often established, product launched, and converted in hours, with all actions completed within 1 day. This stimulates customers to quickly place orders and complete transactions in batches in a short period of time, and the community is finally disbanded when the activity ends.

Whether you are an e-commerce practitioner launching a new product and wanting to quickly acquire users, or an offline store owner hoping to increase store visit rates and attract users to the store through pickup services, you can use the following high-conversion tips to achieve explosive sales. One event can generate a month’s worth of sales.

I have seen a beauty and skin care merchant who used a flash group to sell hundreds of promotional products in less than 2 hours. The conversion rate in the group was as high as 66.90%!

Do you want to learn this method of making huge profits from gold trading? If you want, without further ado, I will start the full process analysis of the activity right away. It is absolutely all practical and down-to-earth information, and we will teach you step by step to master it!

1. Pre-sale warm-up to find accurate customer groups

Flash groups are conversion-oriented communities set up specifically for events. Their essence is to sell goods, so this article will break down the flash group’s pre-sales, sales, and after-sales processes.

Before the flash mob group starts converting, the most important thing is to do three things: product selection, scripted warm-up, and maintaining the enthusiasm of the group.

1. Product selection

The conventional key points of product selection such as low cost, high cost performance, and wide audience are no longer emphasized. If the flash group is promoting a hot product, then only one single product is needed. If there are multiple categories, then no more than 5 products should be promoted to avoid distracting the user's attention.

There are two more important principles for product selection. If you fail to follow these principles, the effect of the activity will be very poor.

(1) Only two types of products are recommended for flash group activities: new products with an average order value of around RMB 100 that are to be promoted, or best-selling products that are discounted during marketing events such as holidays. However, they must not be clearance items. Products that don’t sell normally won’t be effective in flash groups. Flash mob groups especially play on the herd mentality, and it is difficult to create a buying atmosphere for slow-moving products even at low prices.

(2) The purpose of flash groups is to complete bulk transactions , so the products must be light-decision products that users can decide to buy or not in a short period of time, such as food, cosmetics, etc.

There are three criteria for judging whether your product is a light decision:

First, you need to consult someone before buying;

Second, the public is unfamiliar with the subject and needs time to educate them;

Third, long-term follow-up is required to close a deal.

If your product meets one or two of the three criteria, it is a decision-making product, such as buying a car, buying jewelry, or private legal consulting services.

Of course, this does not mean that decision-making products cannot be used in flash groups, but it is necessary to first use low-priced traffic-generating products, and then screen customers for deeper communication and sales.

2. Script-style warm-up

Flash mob groups are created from scratch, so before the event, merchants must preheat and build momentum in social networks, Moments, video accounts, stores and other accessible traffic channels to help the flash mob group find more accurate traffic. Note that quality is more important, not quantity.

The warm-up time can be chosen to be 1 to 4 days before the flash group event, which ensures sufficient and rhythmic dissemination without extending the time too long, causing customers to reduce their attention.

Of course, we are not encouraging everyone to bombard the media frequently with advertisements. We can have more design sense in the publicity.

I have summarized a "warm-up script" that has been proven to be effective in actual combat, which includes event surveys, event spoilers, and event previews, making event promotion as novel and interesting as interaction, and enhancing customer participation and attention. See the figure below for details:

Note: The purpose of preheating is to call on as many interested users as possible to participate and like or comment on our dynamics.

On the one hand, it enhances users' sense of participation and makes them more actively participate in activities. On the other hand, after the activity starts, users can follow up on previously posted Moments or even have one-on-one private chats (those who are willing to like are already accurate users, so there is no need to worry about excessive disturbances). All interactive users who have commented or liked will receive notifications, so as not to waste any accurate traffic.

3. Keep the group hot

The third step of pre-sale warm-up is aimed at users who have already joined the group, and how to maintain the group's attention and create an active atmosphere. There are four specific aspects:

1. During the group period, Youzan's WeChat Assistant will automatically set up scheduled group announcements to welcome new members, preview the event time and content, and remind users not to miss the event. The group name can also be modified, such as "Tonight 19:00 Flash Sale" XX activity group, "Countdown 2 hours" XX flash sale group, etc.
2. It is easy for peers to sneak into the flash mob group and intercept the flow of traffic. Set up an anti-harassment mechanism in advance and kick out those who advertise and stir up trouble in time;
3. If the products selected for the event are good, a large amount of traffic may enter the group in a short period of time. You should pay attention to controlling the rhythm of traffic flow to avoid being warned by WeChat. You should also prepare several live codes for joining the group in the background so that they can be replaced at any time;
4. If the traffic into the group is relatively low, you can also launch some fission activities to increase popularity and activity. For example, invite 2 friends to join the group and get an additional 5 yuan no-threshold consumption voucher, etc. The specific operation can be quickly adjusted according to the situation of joining the group to ensure the launch volume of the activity.

2. Sales volume boom: four-step method to stimulate transactions

The prime time for flash group sales is from 7pm to 9pm, when users are relatively free and their expectations for the event have reached their highest point after one day of promotion. At this time, you can use the four-step sales method to stimulate more attention and transactions.

1. Sign in to receive red envelope

The simplest and most brutal way to attract people's attention is to send red envelopes. Ten minutes before the sale, several rounds of red envelopes can be sent in the group to remind users to sign in and wait, so as to activate the group atmosphere in advance.

For example, if the event starts at 20:00, the first round of red envelopes can be sent out in the group at 19:50. The number and amount of red envelopes do not need to be too many, and can be controlled at 10-20% of the group members. It is enough for each person to get 1-2 yuan on average. Those who get it feel like they have earned money, and those who don’t get it feel a sense of urgency and pay more attention to subsequent actions in the group.

The cover copy can be "Is everyone there?", "Countdown! Deduct 1 if you are here", etc., to guide users who receive red envelopes to reply 1 or other keywords in the group, so that the group will be popular and attract more attention. If the effect is average, you can send 1-2 more rounds of red envelopes to stimulate users and keep the group at the top of customers' WeChat.

2. Product introduction + group chat

After the red envelope hype is over, the official product launch can begin. It is recommended to introduce the product in the form of copy, pictures, and videos, and use as many pictures and scene details as possible to increase the attractiveness of the product, and highlight the product value, discount strength, user praise and other selling points.

The introduction time of a single product should be controlled within 3 minutes to avoid users losing patience due to too long a time. After the introduction, you can publish the product link of the event.

Because flash groups are aimed at rapid conversions in a short period of time, the activities should also be conducted in a more urgent manner. For example, the limited-time discounts, flash sales, and community chain games provided by Youzan are all good ways. Use the countdown on the details page and the screen-swiping chain to create an atmosphere to stimulate orders.

For example, the nougat brand Su Xiaotang uses Youzan’s social networking function to display the real-time shopping status and order details of products. Orders in multiple groups can also be easily and synchronously counted, saving a lot of manpower costs and increasing the popularity of community activities.

Please note that when a product link is just released in the group, most users will be silent. You need to arrange internet trolls in advance to avoid a dull atmosphere. The internet trolls will actively interact after the group owner sends a message, raise some issues of common concern to the group owner, and help users dispel their doubts and place orders.

3. Order Rain

Generally, the activity has ended at the previous step, but the advantage of flash group sales is that it can take advantage of the herd mentality and continue to attract users. You can invite users who have already placed orders to send screenshots of their payment orders back to the group to stimulate other waiting users to place orders.

How to do it specifically?

For example, we can say "Everyone is so enthusiastic. XX pieces have been sold right after the release. In order to give back to everyone, please send a screenshot of your payment order to the group. 5 free orders will be randomly drawn!" or "Thank you for your enthusiasm. Those who have already paid, please send a screenshot of your payment order to the group. Each person will be given a sample when the product is shipped" and so on.

Remember to let the internet swarm post screenshots of payment in the group first to create a good atmosphere.

4. Limited time and quantity

Generally, a flash group will have a sales period of 30 minutes to 2 hours, and the activity within the group will drop significantly. At this time, we must use the scarcity principle of limited time and limited quantity to continue urging all members who have not placed an order.

I recommend two methods. One is countdown, such as "The flash sale will end in 2 hours, and there are less than 150 special items left. Hurry up if you haven't placed an order yet."

The second is to give extra gifts, such as "the event is too popular, so we will give away 100 extra copies based on everyone's request", "gifts/services will be given away if sales reach 300 copies", etc. Add a product purchase link at the end to make it easier for users to place orders directly.

Because the users who join the group are potential users with high intention for the activity, the order reminders for this part can be released multiple times with different wordings to maximize the conversion effect. At the same time, users who have paid are reminded to leave the group to avoid excessive disturbance.

3. After-sales follow-up, activity closing + user retention

After the event is over, the flash mob group has completed its mission and can disband directly, but there are still 3 actions they can take before disbanding to ensure a perfect ending to the event.

1. User diversion

The traffic of a flash group is one-time, but the users gathered together with great effort have long-term operational value. Therefore, when the group is disbanded, customers can be deposited in the enterprise WeChat account or other communities for long-term operation by checking logistics, exclusive benefits and other hooks.

For example, before disbanding, inform users that if they want to participate next time, they can add the group owner’s WeChat and send a "1" in private message, and they will be notified as soon as there is an event next time. In this way, we know that these users are price sensitive, keep good labels and records, and then we can reach out to them in a targeted manner later.

2. After-sales feedback

The early publicity and promotion has created enough momentum, and after-sales service must also be well taken up. The company’s WeChat Moments and communities can publish content such as packaging and delivery, flash group battle reports, and user feedback after receiving the goods to deepen users’ impression of the brand and the event.

If the activity is effective, you can also organize a limited-time return event for users who missed out on the chance to get the tickets before the popularity has faded.

Of course, you should not use large-scale forms such as flash groups to return the goods, which will reduce the experience of users who successfully participated in the flash sale. You can use private chats to make transactions, so that users who missed out but still want to buy can make a purchase. For example, if a customer happens to return the goods or requests to add more goods, you can give the user a reason to place a replacement order.

In general, a flash mob is a very operational conversion activity that requires a lot of operational effort throughout the entire activity. There will also be a lot of gameplay polishing and adjustments, but a good activity is definitely worth the money. For example, I have seen a fresh food merchant selling meat through a flash group and a video live broadcast. The sales of a single product exceeded 1 million that night. This is the explosive power of flash groups for bulk transactions.

Author: Youzan

Source: Youzan