Teach you how to build an online celebrity store - User Edition

What is our impression of Internet celebrity stores? People, followers, crowds. Ever since Heytea became popular because of the label "queue", having a lot of people has almost become a standard feature of Internet celebrity stores. In other words, the first criterion for measuring whether a store is an Internet celebrity store is whether there are many people.

Labels like limited edition, rare, special, visited by celebrities, etc. are themselves labels of Internet celebrity stores, but they seem weak when compared to the label of "crowded".

When the word "crowded" is mentioned, as a veteran who has been in the Internet industry for many years, I suddenly understand the trick to creating an Internet celebrity store. The dishes need to be constantly adjusted to find the best taste. However, with so many people and users, as long as the strategy is used properly, you can see the effect of a huge crowd in minutes.

In this article, I will explain to you how to create the label "many people" from the following three aspects.

1. Humans are animals driven by interests

2. Intercept by studying user behavior

3. Data optimization is desirable

Remember this sentence, human behavior is controllable. As long as the benefits are enough, users will do whatever you ask them to do. There are often scenes in movies where the protagonist is forced to do bad things through coercion or inducement, and they usually succeed. In real life, you don’t have to go to such extremes, but the idea is the same.

Encourage users to enter the store through discount activities. What’s the first thing you do when you open a new store? Activities: buy one get one free storewide, 30% off for first time purchase, discounts for purchases over a certain amount, wheel-turning activities, etc.

From the most primitive perspective, when opening a store and doing business, the hope is to have many customers and prosperous business. In order to bring good luck, there will be dragon and lion dances, firecrackers, etc., which is meant to tell people around that we are open. This tradition that has been passed down for hundreds of years makes sense. By making sounds, it serves as a notification, and through activities, it allows users to come into the store and experience it.

A new roast duck restaurant opened downstairs from my house. When I passed by this restaurant, I paid close attention to their ways of doing things. The materials used included two roll-up banners, one placed at the entrance of the store and the other at the corner of the intersection, a pile of flyers, people wearing store uniforms handing out flyers outside, several flower baskets, and a duck slicing performance at the door.

The content of the promotion is much simpler. All purchases in the store are 30% off. I looked at the prices. The original price of a set meal is 18 to 30 yuan, but the promotional price is only about 10 yuan. You can have a full meal, which is quite affordable. I went there with a purely research mindset (I won't admit that I was attracted by the discount) and prepared to have a meal, but found that there were no seats left. The business was extremely popular.

Discount activities cannot be separated from publicity and promotion . Offline stores cover users within a 3-kilometer radius, so everyone likes to open stores in busy city centers, crowded neighborhoods, densely populated schools, etc.

Take a bar that came to me for consultation as an example. Their choice of location was a bit wrong. In order to save costs, they chose a relatively remote location but with relatively cheap rent. The store was opened, but customer flow became a problem. Although some activities were held later, the flow of customers to the store just couldn't be increased.

This can be calculated through data. Assuming that there are 1,000 users in the surrounding area and the store visit rate is 1%, the number of people visiting the store is 10. If there are 10,000 users in the surrounding area and the store visit rate remains unchanged, the number of people visiting the store is 100.

This is why bustling locations have advantages, but does that mean there is no solution to the problem of customer flow in quiet bars? No, there are two ways to solve it. One is to increase penetration, and the other is to increase coverage.

Based on my suggestion, Qingba adopted the second method, expanding the user coverage from 3 kilometers to the entire city. Through the public account advertising , it attracted hundreds of people at once. The customer flow in those three days was more than that in the past month. The purpose of exposure and traffic was achieved. However, everyone needs to pay attention to that after the customers are attracted, how to keep them is also an issue that needs to be considered.

Profit-driven marketing will only be effective if you reach your target users . Let's take handing out flyers as an example. Everyone should be able to understand it. For example, beauty shops hand out flyers to young girls. Gyms hand out flyers to strong men. No wonder I get handed flyers every time I pass by a gym. Education shops hand out flyers to women around 30 years old or parents with children. The more accurate the target users are selected, the higher the conversion rate will be.

Once after having lunch downstairs at the company, someone stuffed two coupons into my hand. They were coupons for 20% off Chongqing noodles. I took a look and found it was from a newly opened noodle shop. The address was a bit far away, about a 5-minute walk from the company. I wanted to throw it away, but there was no trash can nearby, so I took it back to the company.

Coincidentally, another colleague from Chongqing saw it and gave it to him. The next day, he brought another person to eat it. At that time, I wanted to say to the store owner: Look, I brought you two new users.

This theory has never been mentioned before. I suddenly thought of it when I was using the navigation software. After dinner that day, I wanted to find a place nearby to rest and sit for a while, so I opened the navigation and searched for nearby stores. What came out were articles, but none of them were relevant. If our store could introduce itself in advance and put it up here, could we also attract some traffic?

User behavior research cannot be separated from careful observation. To study user behavior, the first thing to do is to identify your target users. Taking the physical crayfish restaurant as an example, the target users are young people who love life, businessmen who socialize at work, middle-aged people who enjoy themselves at home, and couples on a date. Target users with different attributes have different usage behaviors and different ways of intercepting.

When businessmen who have work to entertain guests are looking for a place to have a meal, they first look at whether the brand is well-known, whether the transportation is convenient, and whether the distance is appropriate. Although such customers have many requirements, one advantage is enough for them - they are not short of money. Business entertainment can be reimbursed, but you must not be stingy when it comes to spending money. If you want to serve drinks, then expect to make a profit.

To target such users, which are a bit like B-end customers, it is recommended to directly scan the companies near the store and push membership cards. For companies that frequently entertain guests, it is very convenient to have a restaurant dedicated to serving them. There will also be discounts, and the reimbursement is transparent. The bosses love this, and this way of intercepting is a surefire way.

Middle-aged people who enjoy life at home, when they eat out, they bring their families with them. Their usage behavior is based on per capita consumption first; there is nothing they can do about it because of the high housing prices. Where can I watch it? Review websites, group-buying websites, etc. are used to read other users’ feedback before making purchases.

This way of intercepting is much simpler. Just put the product on the review website and make the pictures and comments attractive. To target C-end users and food stores, just put their stores on these commonly used platforms.

The largest part of user behavior is recommendations from friends. Have we all had this experience: we searched for a long time but couldn't find a satisfactory store, or we couldn't make up our minds after choosing several? When encountering this situation, the usual practice is to ask the people around us for advice. The person next to me casually said that Haidilao is good. You might immediately change your mind and go to Haidilao.

You may think that this is word of mouth, and building word of mouth takes time! In fact, this is not the case. Remember the first point ? Humans are profit-driven animals. When your reputation has not yet been established, you can change the words of your friends who gave you advice by offering benefits. How to do it specifically? Membership card.

Many crayfish restaurants now offer pre-charge services, and customers can enjoy discounts when making purchases through pre-charge. In order to get this discount, we all bound our membership cards. Now technology is so convenient that we can get our membership cards just by opening WeChat .

When a friend asks us which restaurant has better food, I tell him that if he goes to such and such restaurant and tells him his cell phone number, he will get a 95% discount. Then the friend thinks, oh, it seems that he is a VIP and can enjoy discounts that ordinary people don’t have, and he feels honored. So, should he go to this restaurant? Definitely go and spread it.

Do you know how to do it? Any user who has bound a membership card and introduces a friend will have the amount refunded to the membership card based on the friend’s spending. The reason for reporting the mobile phone number is to identify who brought the friend so as to facilitate the refund. Now the membership card number is the mobile phone number.

The more people you introduce, the more money you will have in your card. You can withdraw cash or not, it’s up to you to decide. Remember not to overdo it, otherwise the nature will change.

The data optimization mentioned here refers to brushing good reviews, hiring people to queue up, etc. The reason why the title does not explain it very clearly is because this aspect is not something that can be brought to the table and is difficult to talk about, but it still needs to be mentioned.

Those who come to me for advice on how to run a store have invested their own savings of many years. If they are not rich second-generations and do not have the financial support of their parents, running a store is the only option. In order to achieve this goal, it is acceptable to use some means.

Data optimization refers to optimizing the display of the front end. When users choose a store, they will think about the taste, price, and food in the store. While thinking, they will start to search for information to resolve their doubts.

For example, when there is no answer to the question of how it tastes, people will go to see user reviews. If they see a comment saying "It tastes terrible and I won't come back next time", the result can be imagined. What would happen if you saw a comment saying “It tasted great, I look forward to trying it next time”? You might be impressed, but not 100%.

Users only need one reason to give up a store, but they need multiple reasons to choose a store. Therefore, optimizing only one or two comments can only add points, but it is not enough to generate conversions .

Normally speaking, users are too lazy to leave reviews. Just think about it, among all the restaurants we have eaten at, how many of us would leave reviews, even if the food was super delicious? That requires human intervention, which can be done by paying users to review or hiring internet trolls to do the posting. Don’t worry about being discovered because the reviews are fake. To put it another way, even if I know that the good reviews are fake, I already have a good impression of this store subconsciously.

The pace of data optimization must be controlled. Rhythm is something we must master in order to do anything well. For example, when kneading dough, there are certain rules for when to add water and when to add dough.

Take queuing as an example of data optimization. If it is a beverage store of about 10 square meters with no place to sit, it is best to control the number of people in the queue to less than 10. If it is too long, it will cause waste and ordinary users will not even know which store they are queuing for. If it is too short, the queue will be interrupted in minutes. Queuing is also an art. There must always be people queuing, and the queue cannot be too long or too short, and it must always be stable. So, it is not easy to become an Internet celebrity store.

Summarize

This article analyzes and explains how to build a user base for an online celebrity store, and also talks about some small methods. You can apply them in practice, or you can make optimizations and adjustments based on your own situation. Tools are just tools, and whether you can do it ultimately depends on the person who uses the tools. ,