Analysis of JD Supermarket’s User Operation System

Today I will bring you an analysis of the user operation system of the second App - JD Supermarket .

1. Attract new users

Mini Program Traffic

Mainly the natural traffic of Jingxi Mini Program

Public account traffic

It is mainly the natural traffic of JD.com’s official matrix account, which overlaps with the traffic of the mini program.

Parcel Card

Mission treasure fission

2. User conversion and retention promotion

For new users, completing the first order means having better conversion and retention, so the key is how to lower the threshold.

We can give new members membership cards, coupons, and gift packs to provide them with sufficient material benefits, and at the same time, the system can match corresponding usage tutorials and guidance.

The time is OK (the user is able to concentrate when just starting out), the motivation is sufficient (the user is ready to place an order), the financial ability is OK (there is a discount on the new user gift package), and the user guidance is smooth and without any lag. The new user can successfully complete the first order and complete the core actions set by the operator.

Cooperate with the operation of the community built before to attract new users, motivate the membership system, recommend good products, etc.

WeChat for private enterprises should be matched with personal settings - RCSC model

Role

Content

Scene

Characte

The role of the welfare officer is more useful. He usually acts cute and gives out discounts to promote user repurchase.

After determining the persona, you also need to make differences according to different communities, such as fan groups, theme groups, event-priority flash groups, etc., which mainly involve 6 aspects:

In 1v1 conversations, you can chat privately, reach users accurately, and combine the tags you previously gave to users

You can try to combine categories and sell them together, such as selling half a watermelon with a spoon.

3. Brief Summary

GMV = UV x purchase conversion rate x average customer spending x repurchase frequency

Operational strategy means and the AARRR model and GMV model are not independently matched. Many links are coupled together. The maintenance of community private domains, the creation of IP personalities, and the output of long-term content are all driven by data. Only by focusing on core goals can we avoid blindly pursuing false prosperity without revenue.