During the epidemic period, how can the retail industry use [community operation] to break through?

I hope that today’s summary can bring a little inspiration to the community practices of retail practitioners. I also hope that all friends can successfully get through this epidemic, persevere, cultivate their inner strength, and strive to break through.

I would like to remind you at the beginning that the entire shared content is mainly aimed at small and medium-sized retail enterprises and Internet practitioners who do not have much experience in community operation and hope to systematically understand community drainage, fission and transaction. If you are familiar with the above content, it is recommended not to repeat it. You are welcome to link up in the menu bar of my official account and contribute to the breakthrough of the retail industry. Because we will also have a public welfare event to help 100 retail brands break through next week, and we need more people to join.

1. Basic judgment under the epidemic situation

In this special period, I have to say a few more words and talk about the epidemic.

To date, I have been working from home for more than 20 days. We started discussing how to deal with the epidemic before the New Year. We decided to postpone the start of work on the first day of the New Year, and started purchasing masks to distribute to employees across the country on the second day of the New Year.

On the fifth and sixth days of the Chinese New Year, many of my friends were worried about starting work.

On the 8th and 9th of the first lunar month, the Moments and various WeChat groups were in an uproar, with people worrying about personal protection and the safety of their businesses.

The topics discussed have shifted from when to resume work (used to look forward to holidays, now eager to resume work), to where to buy masks (used to say money can’t buy love, now even masks can’t be bought), to how long the business can last (businesses that haven’t notified you to reopen may have already failed), to how we can save ourselves?

An epidemic has disrupted the plans of the entire society and destroyed the economic balance that was hard-won.

Through a table showing the impact of the novel coronavirus epidemic on various industries, we can see that almost all industries have been negatively affected. At present, many companies have resumed work one after another. According to data from 58, more than 70% of companies have not fully resumed work.

Resuming work does not mean that everything will return to normal. Our economy is a cycle, ABCDEF...-Z. Maybe we can survive it, but some companies will definitely go bankrupt in the middle, so that the business cycle will be cut off, or there will be insufficient demand, and a group of people will lose their jobs or have their wages reduced, causing various demands to decrease again.

On the second day of the Chinese New Year, we began to predict that the optimistic time for full resumption of work would be early March, the neutral time would be early May, and the pessimistic time would be around August or September, so we tentatively planned to resume work on January 17. Now, we still need to require everyone to be quarantined at home in batches for 14 days, and it will be around early March before we can go back to work in the company. From this calculation, for nearly two months, a large number of people have hardly gone out to consume.

2. Self-rescue strategies for physical retail enterprises during the epidemic

Of the more than 50,000 customers we serve, approximately 17% are physical retail businesses, including many large clothing brands, restaurant brands, and snack brands.

In the process of communicating with our customers, we summarized the difficulties faced by the retail industry during the epidemic:

1. Offline stores have seen a sharp drop in customers and are even unable to operate.
2. Customers are less willing to spend and are more cautious about purchasing
3. Rent, labor and other costs have basically not decreased
4. Rising prices, raw materials, and logistics costs
5. Cash flow crisis is a huge threat to most companies
6. The risk of the product being out of shelf life or out of season

The self-help plans of most retail entities we have learned about include:

1. Learn to attract traffic online and adopt social marketing
2. Increase delivery services such as takeaway and express delivery
3. Try social e-commerce and community collaboration to increase revenue
4. Many companies are trying short videos and live broadcasts
5. Full-staff marketing and reducing labor costs

Kazuo Inamori once said: During periods of business recession, all employees must become salespeople.

During this process, we also did some analysis. The companies that had already laid out the online links in advance and connected the online and offline aspects were not affected that much, at least their operations did not drop to freezing point. However, the companies that have always been in a purely offline model or have no ability to operate the online part have been hit very hard, as if the pause button was pressed.

So I said something in my circle of friends this morning: In the past two or three months, the lives of many people may not be as good as those of WeChat businessmen.

Although the epidemic has been brought under control to a certain extent, we cannot wait. We need to take action to fight the epidemic and take self-help measures, just like a sentence I like: To plant a tree, the best time is ten years ago, the second best time is now.

In fact, many large retail entities have already started to save themselves early on.

The first is Xibei. After an article about Xibei that said it could only survive for three months went viral, Xibei not only obtained loans but also started selling its products. Xibei also sells fresh vegetables, its own pre-packaged ingredients, and food on the e-commerce platform, such as hollow noodles and lamb ribs. However, it is understood that such self-rescue can only reach 20% of the usual level.

Similar cases include Xiaolongkan and Haidilao's self-rescue. Haidilao's online mall sales began to rise on January 20, and the transaction volume during the Spring Festival increased by more than 2 times compared with the same period last month.

In the clothing industry, Inman sells goods online. After their stores were closed, they decisively adjusted their strategy and linked up with more than 600 store owners across the country to carry out community marketing.

In just seven days, Inman successfully reversed the precipitous decline in performance caused by the continuous closure of offline stores. With only more than 50 offline stores open for business, it quickly attracted 65,000 customers, and many stores achieved daily sales of over 5,000 yuan, and some stores achieved daily sales of over 10,000 yuan. On February 5, it achieved 140% of its daily sales, completing a small counterattack.

There is also the recently popular WeChat Moments app - Lin Qingxuan. Their sales in Wuhan, relying on social media marketing, ranks second in the country.

Others, such as Perfect Diary, have built relatively good social networks and private domains, so the impact they are experiencing is slightly less than their peers.

Xingfu Cake is also a company that started its online business early on. They started to divert offline traffic very early on, and attracted users to join the group by offering prizes and benefits. Xingfu Cake has many stores, and the group names are all named after places. Most of the people who arrive at the stores live nearby, and they are also fission users. This helps them continue to sell goods when their stores are not open.

3. How can ordinary retail physical enterprises save themselves online?

Most of the cases above are medium to large enterprises with good foundations. For most small and medium-sized enterprises, it is unlikely to develop APP mini-programs now, nor is it possible to immediately set up a live broadcast team to sell goods. Therefore, the most suitable and feasible method for us is probably community operation.

Considering the target audience of the course, many people may not have a deep understanding of the community, so I have to start from the basics of the community.

First of all, we need to understand what a community is, because the depth and breadth of your understanding of a community determines how much value you can get from it.

The simplest answer is: a network of relationships that come together for a common purpose.

Behind these relationships lies the degree of trust. The better the relationship, the deeper the trust.

The premise of all commercial transactions is trust. Only with trust can there be commercial activities such as purchasing transactions, investment, and fission propagation.

Therefore, the essence of community operation is to manage "relationships", or more accurately, to manage trust, and then monetize trust to generate shopping transactions (monetization).

So how do communities create value for businesses?

Let's look at this formula:

Sales = Traffic × Conversion Rate × Average Customer Price

In a healthy community, information is highly transparent, published freely, and group members can be reached and exposed efficiently. Community operators provide various services and discounts within the group to improve relationships and stickiness, and can spread information more easily within the social relationship chain. Social relationships also convey the trust of communicators and can form high conversions. Therefore, communities can create value for companies in three aspects: high conversion rates, continuous repurchases, and fission propagation.

Of course, precisely because a community is a network of relationships, the principle of community operation is to achieve a balance between altruism and self-interest: first, for users, we must consider altruism and output value; second, for the company itself, we must reasonably consider self-interest and consider monetization.

During this period, many friends have asked me, it’s 2020 now, should we build a community?

My answer to him was that as long as a company engages in sales, it can consider building a community.

Now that we have made it clear that we want to build a community, whether for self-help or development, then I will continue to talk about how to build a community. There is a complete set of processes for building a community, but our next focus will be on talking about fission.

We first need to understand the growth model, the AARRR model. The entire process from user flow to transaction is divided into acquisition, activation, retention, revenue, and recommendation. This model is more suitable for Internet products. Of course, for retail entities, it needs to be adjusted to traffic, fission, transaction, repeat purchase, and referral in order to be better understood.

Before building a community operation system, you need to sort out the details of the community: 1. Clarify the purpose of the community, 2. Determine phased goals, 3. Establish the community structure and group rules, 4. Make a good operation plan, but we will skip the details here.

4. Draining retail community traffic

Before directing traffic, one question that community operators need to consider is, if we want to direct customers online, then where should we direct them? What can be used to carry it?

The traffic carriers are basically personal accounts, WeChat groups, public accounts, mini programs, and APPs.

As mentioned earlier, many small and medium-sized retail entities do not have the ability to develop apps or small cities, and operations are difficult. The production of content for public accounts also requires a dedicated team. The best ways to operate are still WeChat groups and personal accounts.

So I think the simplest way to break through in the retail physical industry is to do a good job in WeChat groups and personal accounts. Even if you operate a public account or APP, you cannot give up these two.

Compared with pure Internet, retail physical communities have their own characteristics.

1. Selling tangible goods, many Internet methods are not applicable
2. Brand retailers generally have offline stores, so they have regional characteristics.
3. Most retail entities lack professional knowledge in community operations

Next, you need to do traffic diversion. I suggest four directions for traffic diversion for retail physical industry practitioners:

1. Start to attract people from your surroundings

• Friends and family around you
• Willing to support your friends and family
• Existing customers can be reached on WeChat
• If you don't have WeChat, add WeChat again if you have a mobile phone
• Existing WeChat group relationship chain
• Even if your store cannot open, print a large poster with a QR code.

2. Drain traffic from WeChat groups

• WeChat groups for communication and making friends in the same city
• WeChat groups for business districts and communities
• WeChat groups with various themes of eating, drinking and having fun
• There are a huge number of local QQ groups

3. Draw traffic from partners in different industries

• Communicate with stores near you and share traffic
• Partners in different industries who are similar to our customers, win-win cooperation
• Even the WeChat groups of competitors, lurking and attracting traffic

Some people may ask, what should I do if I have few WeChat groups? How can I add more groups? I continue to offer actionable suggestions:

• Go to vertical industry websites, forums, and social networks to search
• Follow the public account of this industry and find out if there is any community
• Fan groups of some influencers who are similar to your customers
• On Sogou’s WeChat search, search for scan code, QR code, join group, WeChat group + industry keywords
• Other platforms like Weibo, Douban, Maimai, etc.

4. Online platforms and content diversion

In addition to using personal WeChat and WeChat groups to directly drive traffic, I think the most effective but slightly difficult way is to drive traffic through content, such as through TikTok, soft articles, Zhihu, Xiaohongshu, etc. These all require a content team. Many small and medium-sized retailers may not be able to operate for the time being. I will discuss this part with you in detail later.

Many people may not understand why content-based traffic generation is so effective. In fact, the basic concept is: you should direct traffic to where your customers are, and you should tell your customers how to solve their needs.

For example, Uncle Zou will regularly write professional content, share in major communities and offline meetings, and focus on the fields of operations and marketing. Then relevant practitioners will add me every day, which can generate a lot of communication and accumulate personal brand.

Recently, there is a Douyin host who became popular because of masks. He started a live broadcast recently. A friend of mine who sells plus-size men's clothing immediately went to find him to promote his products and communicate with him to direct traffic. This kind of traffic is very accurate.

5. The fission of retail physical communities

After a lot of hard work, everyone now has three or five groups, and has initially built a community system. Then they interact with each other, cultivate relationships, and try to make deals. Suddenly, you feel that it’s okay, but something is missing? Is it because the community is not enough? Still want to expand the community? At this time, we need to do fission, which can be simply said as the old bringing in the new.

Usually when I’m doing fission, I’ll think about these questions: how to spread, how to guide sharing, how to attract traffic, and how to retain.

When thinking about these questions, Uncle Zou would like to introduce to you a model of "Behavioral Design". This model can be simply expressed by the formula B=MAT.

A person's behavior requires three elements: motivation for the behavior, ability to complete the behavior, and a trigger to start the action.

How to understand this formula?

We often receive WeChat messages from others. You may reply to some people immediately after seeing them, you may not want to reply to some people after seeing them, and there are still some people who you will look forward to even if they haven’t sent you a message.

The above behavior corresponds to B=MAT: you will send a message immediately, probably because the other party or the message is important, and what is important is motivation; you happen to have time to reply and are not driving, which means you have the ability to reply; and the mobile phone is with you and WeChat message reminders are turned on, which is the trigger mechanism for you to reply to the message.

If used for fission, the bait is the motivation, the number of people forwarding and helping is the ability, and the reminders in the group and the fission data are the triggering mechanism. When practicing, I have to pay attention to these influencing factors.

So what work is needed for a complete fission?

1. Determination of bait

The most important thing is to determine the bait based on user needs and current hot spots. For example, Sister Dao’s Taobao Yuanyuan Taobao live broadcast a few days ago. The retail charity live broadcasts we do are all based on needs and hot spots.

This bait starts with an offer, or it can be an information package, a value-added service, etc.

When designing the bait, we need to consider: whether it is what users need, whether it can stimulate users to spread the word, whether it is related to the company, whether it can extend to subsequent repurchases, etc.

2. Design of fission rules

The design of the fission process is mainly to think clearly about whether to do group fission, personal account fission, public account fission or mini program fission. After clarifying your goals, design your own processes and rules.

For example, one year before the second community transaction class, in order to let many retail practitioners who had never done fission experience it, I planned a group fission based on the existing more than 20 groups one day in advance.

Fission does not mean the shorter the path the better. If your bait is big enough, and you can get everyone to add your personal account, join the group, and follow the official account, such multiple paths can be achieved.

3. Virus Design

The bait is the reward, and the virus is the transmission vehicle.

A fission virus can be a poster, a push notification, a video, or even a product.

For example, a poster with bait information and a QR code is seen by someone and shared to Moments, and the person replies to the message to receive the bait. Other people see the poster and continue to share it and receive the bait, thus achieving viral transmission (fission).

The design of a virus generally requires: it must be contagious and easy to spread; it must be ingeniously designed and have a strong ability to infect so that the next person who sees the virus will want to click on it, participate in it, and then spread it.

Because most of the fission propaganda is currently spread through posters, I would like to remind you of some key elements of posters. A successful fission poster generally contains 4 main points:

1. Main title: concise and easy to understand, with clear font.
2. Content outline: Highlight selling points and emphasize user benefits.
3. Trust endorsement: product commodities, endorsement by big brands, background from big companies, etc.
4. Urgency and scarcity: limited time, limited quantity, first come first served, etc. make it easier for users to spread the word.

4. Design of copywriting

3-5 versions of the copywriting script need to be prepared so that they can be placed in different scenarios, and welcome and promotional copywriting needs to be designed for the circle of friends, existing communities, temporary transfer groups, and formal groups.

Key points: The copywriting is clear and easy to understand, with different wordings for different scenarios, a gentle tone in the early stages and urgent words in the later stages.

5. Fission tools

Before doing fission, find out which tools are more suitable for you. It is best to try them out. We used Jianfeng’s Zero One Fission Tool for this retail charity event, and they will also provide social tool support for 100 retail brands’ breakthrough activities throughout the process. You can try and experience other tools.

Key points: Use active QR codes to improve efficiency, use robots for automatic dialogue, use background real-time monitoring, and have a good anti-blocking mechanism.

6. Distribution team fission

Distribution is a great way to achieve fission, but it is also the most tedious operation. You need to find a group of people with their own traffic who have tied in interests, and form a team to spread and flood the screen to the greatest extent.

Because it is generally necessary to invite some people with their own traffic to participate, which is somewhat difficult.

7. Data monitoring and customer service arrangements

Real-time data monitoring is carried out in the background of the tool, firstly to make timely adjustments, and secondly to prevent link breaks. Here, 2-3 customer service personnel are arranged in each group to maintain the rules of the community, control the atmosphere of the fission community in real time, answer users' questions, and promptly remove users who post advertisements or make trouble.

There are also some commonly used strategies in the fission process. I will not elaborate on them, but summarize them in three sentences:

If you can clearly understand the above 12 commonly used fission strategies, you are also an expert in fission. I hope to have a chance to talk to you.

Overall, a successful fission: (interesting ideas + attractive benefits + complete closed loop + excellent tools) X seed users

For many retail entities, the fission process and key points of the complex Internet gameplay may be difficult to operate. I personally recommend that if you have a certain number of seed users, the following centralized method can also achieve better fission:

1. You can try to send a private message to your friends, asking them to forward the poster to their circle of friends, and then accumulate gifts, or send a small red envelope.
2. Based on the existing WeChat group, you can first send red envelopes or coupons in the group and ask everyone to help forward the poster. When there are a certain number of group members, you can tell everyone that if the number reaches an integer, such as 300 people, you will continue to send red envelopes.
3. You can get a certain amount of red envelopes by asking others to add you to a group on WeChat Moments. This method is similar to buying a group, so you must set requirements for the quality of the group.

These are the fissions that ordinary people like us can try. They are so simple and can bring incremental growth to the community.

6. Strategies for increasing community operation performance

Once we have practiced traffic diversion and fission and initially built our own social traffic pool, how can we increase our performance?

First of all, we have to face a reality: 99% of communities will become silent within a month. We can really name a lot of ways in which communities die.

So when we study social marketing, we have to study the essence of marketing, and to do marketing we have to study human nature.

A community is not formed because of a group, but because of the network of connections between people.

A deal is not made just because there is a community, but because others have trust in you.

According to Maslow's hierarchy of needs theory, we will find that people have various levels of needs, which correspond to different ways of survival in various communities.

Everyone says that advertising groups are doomed to die? But I have several Tianhong store groups, late-night snack groups, and Japanese food groups. Basically, only the store owners post new dishes and grab coupons from time to time. They are quite active and people often make reservations in the group.

Many people say that the chat circle is doomed to die. I have several groups set up by movie theaters and SF Express deliverymen. They are basically just chats on a daily basis. They have always been very active and often bring transactions to the operators.

And the sales volume of AJ sold by an active NBA fan community in a year may scare us.

Yes, as long as your community can meet the needs of others, it has meaning of existence. We can satisfy the physiological needs of shopping and then fine-tune the operation to meet the safety needs, social needs, respect needs and even self-realization needs. Communities like those that are good at making money can really satisfy self-realization needs.

Because many groups die out due to lack of operation and lack of continuous value attraction, the social network strategy I give to physical retail practitioners is: one group is to remain silent and operate in a Buddhist way; the other group sets short-term goals and disbands after completion. The two group strategies are used in combination to achieve a balance between retention and transaction.

And we also need to understand that 80% of transactions are brought by 20% of customers. For these 20% of customers, we cannot just meet their shopping needs. We need to elevate them, make them distinguished, treat them as VIPs, remember their special days (birthdays, anniversaries, etc.), and let them get more valuable respect needs. This will be very helpful in increasing repurchases of high-value customers.

As we continue to study the logic of how to achieve performance growth, Uncle Zou is going to introduce you to a psychological theory, the six elements of influence:

1. The principle of reciprocity: People will actively avoid the "sense of debt" psychologically. When you want others to make a deal, giving them some benefits first can promote the deal.
2. Principle of commitment consistency: Once a person makes a commitment or expresses an opinion, he or she will psychologically force himself or herself to behave in a manner consistent with the commitment. Before you want others to make a deal, you can embed some promises in the conversation, "Promise me that you will buy XXX from me on your birthday and I will give you a discount." Once the commitment is made, there is hope for a deal.
3. Principle of social identity: One of the criteria people use to judge right and wrong is to see what others think. So when we shop, we will refer to other people’s choices, which is the same mechanism as when people go back to look at reviews.
4. Preference principle: People are always willing to agree to requests from people they know and like, so recommendations from friends are very effective.
5. Authority principle: People usually feel that they have a responsibility or obligation to accept the requests of those in authority, so listening to speeches to promote products and recommendations from influencers are obviously very effective.
6. Scarcity principle: People always have a fear of losing out. Even if they haven’t bought something yet, the fear of not getting a discount will play an important role in their purchasing decisions.

Marketing is about doing a series of small things right, and community marketing involves every detail. Let’s take a look at how to achieve performance growth from the details of community operations.

When we talk about transactions, we have to think about the profit amount. Let’s first look at a simplified profit calculation: Profit amount = number of purchases * average order value * profit margin. Number of purchases = number of purchasers * average repurchase. Number of purchasers = traffic * conversion rate.

This shows that in order to achieve performance growth, we must pay attention to conversion rate, average order value, repurchase rate, and balance profit margins.

How to improve the transaction conversion rate of social marketing?

Preferential policies: discount coupons, low-priced hot products, gifts

Operational means: create tension and build a transaction atmosphere

How to increase average order value?

Anchor a consumption goal for consumers

Design a hierarchy of consumption goals, and use methods such as discounts on purchases above a certain amount to help customers achieve higher-level goals.

Do you still remember the policy of 50 yuan off for purchases over 200 yuan and 150 yuan off for purchases over 500 yuan during Double Eleven? This actually gives consumers a goal of at least spending 200 minus 50, or even 500, in order to increase the average order value.

Increase repurchase rate?

• Discount coupons give consumers a reason to come back next time
• Membership cards give consumers a reason to continue shopping
• Use personal accounts and WeChat groups to reach out to customers at multiple points and maintain customer relationships

You can find that many of the above strategies use the principle of reciprocity, the principle of preference, the principle of shortage, etc.

7. Efficient transaction strategies of the community

After a series of detailed operations, everyone's community can basically achieve some daily transactions, but some friends still feel that it is not explosive enough and hope that community marketing can be as hot as transactions in stores.

Don’t worry, there really is one. Finally, Uncle Zou would like to recommend two efficient transaction methods to everyone:

1. Regular snap-up social marketing

Why do we need to rush buy regularly? Can’t you sell well every day?

Everyone should know that it is unlikely for a person who works normally to spend two or three hours a day on group chats. When we operate the community, we should reduce invalid information, cultivate active times such as afternoon or evening, and control the number of group members, which is more appropriate between 200-300 people. In this way, we can find the balance point of community activity through various operations.

We hold regular sales every month or every week in order to form purchasing habits among community users and awaken silent group members. Centralized regular sales are conducive to creating a sense of urgency and are also conducive to the operation team's flexible planning.

The snap-up social marketing can be understood as online sales meetings. If anyone has been to offline sales meetings, they will fully understand why sales meetings are effective.

Imagine a closed meeting room with dim and flickering lights. A sales lecturer is on the stage with music, constantly stirring up the emotions of the participants. Some participants are shouting like crazy and are in a state of obsession. A circle of staff, or water army, come to those who are unmoved and tell them to get involved. Following the lecturer's order, five or six figures rush to the stage to swipe their cards to make a deal. Everyone who has seen it is amazed, and those who know about it say that the process is well designed and the emotions are stirred well.

Right, people are actually emotional animals. In consumer psychology, everyone has the psychology of greed, curiosity, urgency, conformity, laziness, etc. When our emotions are mobilized in a specific scene, the fear of loss occupies the nerves without full money in the pocket, and the only thing left in our heart is the urge to buy, buy, buy...

If we plan a rush sale on Saturday night, starting at 8 o'clock for two hours, how can we carry out such a rush sale social marketing?

• You need to start sending group announcements at least 3 days in advance to continuously build momentum.
• In the first few days, it is enough to announce once a day to avoid excessive interruptions.
• Red envelope rain notice one day before the event, fully awaken,
• We will notify you again early in the morning on the day of the event.
• The red envelope rain will be notified again 1 hour before the event.
• During the process, group members who participate in the rush can enter a new group until the rush starts.

During the entire activity, the most important thing is the cooperation between the group owner and the employees. They actively invite some old customers to be group agents, let them place orders and pay, but they can get refunds and give them red envelopes, etc. They also prepare a large number of emoticon packages, and once a transaction is completed, they will start to receive red envelopes and emoticon packages. They also take screenshots to attract people who have not yet participated and create a sense of urgency.

With the full mobilization of emotions by such active group members + group owners + group agents, good transactions can often be achieved.

Similarly, this method uses the principles of reciprocity, social identity and scarcity.

2. KOL Marketing

You can invite good sharers to talk about valuable knowledge on the selection of products you sell, such as clothing matching, the improvement of femininity, makeup knowledge, skin care knowledge, fitness knowledge, etc. This is also a good way to bring products. With the help of the sharer's fame, you can often achieve a wave of fission, and then the community operator and the sharer can share the profits.

For example, on Xiaohongshu, various experts share their knowledge and then promote products. KEEP uses fitness coaches to record videos to teach you how to exercise at home, and thus achieves success as a community operator. This is the type of community.

What is used here is the principle of authority.

8. Final words

In fact, even though I have used two sharing sessions to explain the construction, traffic generation, fission, and transaction of retail industry communities, these are actually only part of the entire community marketing. There are many more details and more long-term operation strategies that require everyone to continuously polish and upgrade through trial and error.

For example, the marketing of personal accounts, the packaging of Moments, efficient maintenance with the help of tools, how to design group rules, how to use group announcements, how to design transaction scripts, how to do flash mobs, how to create a personal image, etc., and even the continuous output of content are all things that community operators need to consider. This brings us to another area, which is to build a content marketing matrix. Uncle Zou will share with you in detail next week.

Since you have chosen retail, the time is to sell goods and make deals.

Since you have chosen the community, you should be attracting traffic, maintaining, closing deals, and splitting every day, over and over again, so that you can eventually become a brand.

Each company has different traffic costs and operating costs. We hope that everyone will plan their communities based on their actual conditions. We also wish that everyone can smoothly get through this epidemic and create greater success in the days to come.

Finally, Uncle Zou has a word for everyone: The past has shaped who we are now, and the present is creating who we will be in the future.

Appendix-Q&A on some questions

1. What kind of thinking models are needed for community operations? Or what kind of thinking is needed to do operations?

Answer: ① Communication ability ② Integration ability ③ Team building ability ④ Ability to study human nature ⑤ Content creation ability

2. How to quickly build trust?

answer:

1. Give benefits (such as giving real discounts)
2. Share compelling values ​​(give a lecture or write a book)
3. Do admirable things (such as helping people around you, taking responsibility, and donating to disaster areas)

3. In practice, the fission method of sharing, accumulating likes and receiving gifts often disappears quickly during the sharing process. There are too many such activities now, and many people seem to be numb to them. How can this problem be solved?

answer:

Collecting likes is a very old method, but when there are discounts when accumulating likes, many entities still have a lot of customers willing to participate.

①Why are you willing to participate? Because he hopes to get this actual discount, so he doesn’t mind collecting likes.

②What kind of people are willing to participate? Newcomers to the workplace and society are young people who don’t have much money and hope to save living expenses, so your users must match them.

③Why is it deleted after being posted?

First of all, as long as someone posts it and someone sees it, the purpose of dissemination has been achieved. But why do we delete it? Most of the time it’s because the quality of the content we spread is too poor, and it doesn’t motivate others to want your content to stay in their circle of friends.

Secondly, it is not enough to just spread the information. People who see it also need to enjoy the benefits. That is, people who spread the information will accumulate profits, and people who see it, save it or spread it again, can also gain benefits.

4. There is a new project on the overseas shopping platform, but there are no seed users. How to build trust? How should I go from 0 to 1?

answer:

If you are shopping for foreign products on a platform targeting Chinese people, then analyze what kind of people your product is targeting.

To get free traffic, you need to go to Douban groups, QQ groups, local groups, etc. To get paid traffic, you need to generate content and deliver it yourself.

The best way to gain trust is through buyer sharing, which is actually very difficult. The second best way is to share your own stories, and refer to the fabricated cases on Xiaohongshu.

5. During my communication with my friends, I found that many companies also think that they have established communities, but they just can’t operate them. Can you talk about the common misunderstandings in community building?

A: Common misunderstandings include:

1. They think that a group is a community, without unified goals and operational procedures.
2. They think that a community with many people is good, but there are no precise users.
3. Without thresholds and stratifications, chickens and ducks cannot be compared.
4. In order to expect users to be active, community operators need to promote and guide the community themselves.
5. Just sell goods after creating a group. There is no trust, no cognition, and no feeling of cultivation. It is easy for others to leave the group or feel disgusted.
6. I hope to be active every day, but it is not possible. There is no point in chatting. Just be active regularly.
7. I am reluctant to disband the group. For the silent group, I need to reshuffle it, add the active users to the group again, and then disband it.

6. How do you understand the long-term communities and short-term communities you mentioned above?

answer:

• Long-term communities are actually communities that are allowed to exist without the ability to maintain their activity, but advertising is strictly controlled, and then opportunities are sought to activate them or rebuild the communities through activities.
• A short-term community is a bit like a small project, a flash mob around a theme, a temporary group for a promotional event, and it will be disbanded when the goal is achieved.

7. What are the key points of the flash sale social marketing you mentioned?

A: The basic points are:

1. The flash sale and rush purchase phase of the event should be planned well
2. Generally speaking, it is recommended to set up a new group and let those who are willing to buy join the temporary buying community. First, everyone has the willingness to consume, second, it is easier to plan the sales pitch, and third, a new small group is better for closed sales meetings, and everyone has a stronger sense of interaction.

8. How to filter useful customers from long-term groups into short-term groups? I sell clothing for middle-aged and elderly people.

answer:

1. We can define useful users as those who are active, share knowledge, have potential purchasing intentions, have purchased, and have repurchased.
2. Then clarify the purpose of the short-term group, so it doesn’t matter whether it is an event or a rush purchase. If it is a VIP, priority must be given to maintaining repeat purchases, and then enhancing their sense of dignity, continuing to care about them, guiding them to continue to repurchase and grab referrals.

9. How to avoid someone posting advertisements in the group? Sometimes small programs are often posted in the group, and some are posted by parents and children. It is difficult to kick them out, especially in paid groups.

answer:

1. The group rules must be made clear at the beginning. Advertisements are not allowed, and red envelopes must be given if advertisements are posted.
2. You should design a small account as an administrator and tell everyone that there are robots in the group to automatically monitor advertisements.
3. Gentle method: When someone posts an advertisement, the group recruitment needs to come out @XX. Wow, some people post advertisements. Send red envelopes quickly. Don’t get kicked +1. Group recruitment 2 needs to come out @XX. Wow, some people post advertisements. Send red envelopes quickly. Don’t get kicked +2. This will cause many people @, forcing others to send red envelopes or stop posting advertisements.
4. Neutral method: When someone sends an advertisement, he uses a small account administrator to send a message in a group: Because the system detects that XXX is sending an advertisement, the group chat has been removed. Then remove the advertiser from the person who posted the advertisement. If he finds your large number, ignore it and reply in a few hours: Oh, sorry, the group has set up an advertisement that cannot be posted. The administrator/robot will move you out and I will pull you into the group and stop posting advertisements.
5. Violent method: move out directly.
6. If you really don’t change it after repeated instruction, then moving out and refunding is the best way.

Author: Zou Shu

Source: Uncle Zou's Willfulness