Internet enables everyone and every brand to establish contact with consumers in the shortest and fastest way, and community is one of the hottest ways at present. Because the community is the closest to the target customers, that is, the nearest place to money, everyone wants to do it!

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In practice, there are also many people who don't think about anything, just do it first: build a group! Constantly building a group ... but as for this group, what is the purpose? How to operate in the future, in fact, I have not thought clearly.

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Palm Hi operates an exchange group. Many people ask consultants that it is very popular to see Lao Wang, the family next door, selling mobile phones and fitness cards through the community. Why can't my project work?

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In fact, there is a problem of choosing products. Not all products are suitable for community marketing. Next, Mr. Gao, an operation consultant, tells you what kind of products are suitable for the community.

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0 1

Products with group attributes and suitable for interaction.

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The characteristic of this kind of products is that they can be used by many people with the same interests and hobbies. For example, a hot pot restaurant, the product is hot pot.

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Food is the most important thing for people. Eating is essential for everyone every day, and you won't refuse when you arrive. Moreover, hot pot has a variety of flavors and ingredients. What ingredients and seasonings can be used to change the taste? Every day, there are new tricks, which are naturally very popular.

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For example, in a children's toy store, the products are toys. Nowadays, children's quality education is paid more and more attention by families, and more attention will be paid to the cultivation of children's hands-on operation ability and the improvement of thinking logic, so children's toys are generally more and more high-end.

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The toy itself has the characteristics of complicated operation and belongs to the product with its own aura. With the repeated operation of children, the improvement of ability and thinking will be a topic that parents talk about. They are willing to share and naturally have strong extensibility.

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02

The extension scene of the product is clustered.

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This kind of products is used by one person, but it will form a circle, such as outdoor tourism products and sports equipment. Sports enthusiasts can wear sportswear to form a circle to exchange sports experience, and cyclists can also form a cycling experience sharing circle so that everyone can share the same hobbies in the community.

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Like a health club. At present, fitness is also a topic that everyone can't live without. Everyone wants to have a strong body and a good figure. But fitness is extremely scientific, and professional teachers and institutions can not only ensure the maximum effect, but also effectively prevent excessive physical exercise from causing injuries.

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In fact, fitness has complex maneuverability, and fitness programs are varied, and everyone's focus is different. Fitness itself is a chore that needs to be adhered to, and it needs to be recognized and encouraged. Therefore, it is natural for a group of people who love fitness or prepare for fitness to get together to discuss and share countless topics.

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As a fitness community, you can take advantage of the situation to play marketing, such as: fitness equipment (necessary at home), fitness professional clothing, healthy and scientific food (medicine) and so on.

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03

Virtual value content product

It mainly exists in the form of outputting valuable content, and it is also the most common one at present.

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For example, real estate agents, real estate speculators have professional knowledge of real estate purchase, thus forming a "real estate university" community, which mainly outputs industry hot content to buyers in the form of guidance, suggestions and sharing. Real estate itself is a super hot topic, and it is easy for people to discuss it after dinner.

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Moreover, the market is ups and downs. Once you are ready to buy a house, there are many factors to consider. There are many details that you may not be able to control, and you need to find a professional place to study and consult.

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Imagine: If a real estate community has thousands, tens of thousands or even hundreds of thousands of members, and most of them are interested accurate customers, what a huge and valuable "treasury" it is. Is it a "lighthouse" for all real estate companies and intermediary companies? If we can effectively exchange resources, undertake advertising, or even "divide into marketing", community operators can imagine.

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For another example, educational institutions are also typical content-based communities, mainly exporting learning knowledge, adult education learning groups, workplace skills learning groups and so on.

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Among all the community types, the education and learning community is the easiest to succeed, and it is also the easiest to do marketing, which also explains why there are so many paid products and knowledge payment has sprung up.

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Palm Hi operation consultant concluded that whether a product is suitable for being a community depends mainly on whether people in the group have the same interests or hobbies, or can create communication topics around the product or the extended scene of the product.

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In addition, it depends on whether it has the characteristics of "complex operability" and "expansibility". If it meets, it is suitable for community marketing.

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