What is a good community like? We often use four indicators to measure it, including high activity, low turnover rate, low operating costs and high single customer contribution. In a word, it can be summarized as follows: Keep users repurchasing with lower-cost community retention and transformation strategies. Is there a community that does these four things at the same time? Yes, but not much. Fat rice is one of them. A year ago, Jane had a deep chat with Zhu Yifei, a former private domain trader of Feizhimi, to discuss various measures for catering brands to land in 0- 1 private domain. At that time, the community operation of Feizhimi _ had just found its eyebrows, with 30 communities and about 6,000 fans; At present, the total number of people in Feizhimi _ community is 2 1 000. Although the number is small, the income-generating ability is not weak. The average monthly contribution value of members can be increased to 90 yuan, and the core members can reach more than 200 yuan. Not only that, but also the quality of community members is very high. More than 80% of users are young women around the age of 30, which is not only accurate, but also the repurchase rate is as high as 30%. Six times a month, there are at least 200 people, and one person can spend up to 30 thousand yuan a year. To tell the truth, Zhu Yifei's private domain, which is not aimed at making money, is a false proposition. If you don't make money, you haven't found the right way yet. Brand private domain should be disenchanted and fall into business common sense. If we use the formula to look at the income, the net income of the community = the total number of people in the community x the average customer unit price of the community-the operating cost of the community. First, the number of communities, that is, the user retention rate is high, not only users do not quit the group, but also new users can be introduced; Second, increase the per capita customer unit price, that is, the consumption of each customer is higher, especially the higher profit contribution, rather than the final GMV；; ; Third, reduce community operating costs. In fact, this also corresponds to the opening four outcome indicators, but what exactly affects these outcome indicators? What should the catering industry do specifically? According to his years of experience in the catering industry, Zhu Yifei put forward the group operation strategy of "doing nothing and managing", and divided the catering community into three categories: super-product group, store group and flash group. This paper interprets this strategy of "catering three-person group" and "de-operation" in detail. 0 1 laissez-faire: it is an anti-human thing for a good community to "de-operate" community operations, without commuting time and thankless. The feedback from the fryer in the group should be "put out the fire", and the group should be "fired" if it is not active. It is a painful process for people to continue to run the community. "De-operation" is the final result and should be the goal that group operators should pay attention to from the beginning. The community of Feizhimi _ is not inherently "de-operational", and the cold start stage is still dominated by people. Before the establishment of the community, what the brand should do is to gather similar people and let them communicate with similar operating partners in the group. Needs and human feelings have been delivered. The relationship between brand and group friends, and the relationship between group friends, is problematic if it needs to be operated all the time every day. If you mean Mr. Ma Song's paid community, operators rarely communicate with group friends, but they share their work and cognitive content every week. Group friends will spontaneously discuss and summarize and even write reading notes to provide value for other group friends. So what is the core of "de-operation"? Zhu Yifei believes that building a "good community" must first do two things well: one is crowd screening, and the other is content delivery. These two things are laborious and labor-intensive, but they can ensure the long-term stability and long-term realization of the community after the completion. Rudely adding people, soliciting groups and issuing coupons, community traders cover up their ideological laziness with diligence in action, but the question is left to the users in the group: Why should I join this group? What can I get? Who else is in the group? Do I know anyone? Why should I be with them? May I speak in the group? ) blindly building a group, 200 group members may have 200 kinds of needs, but doing a good job of "crowd screening" and "content delivery" can ensure that these 200 people have the same needs, so that similar user problems can be solved, such as: I joined the group to get a specific service (or discount); Everyone in the group loves this brand as much as I do, and may even be my friend; Everyone is like-minded, and I am willing to contribute and share. You may ask, KFC and McDonald's didn't do "crowd screening" and "content delivery". Why would I do that? Not every catering brand has hundreds of millions of members of KFC and McDonald's. They can not do user stratification, do not output brand content in the group, and rudely pull people's hair. Because it will take several years to wash hundreds of millions of fans, and it is difficult for the ship to turn around, and it takes a cycle to advance step by step. After washing fans, these big brands will definitely come back to do crowd stratification and export brand content accumulated for decades, thus entering their own private community 2.0, but they have not yet fully entered this stage. This is also why many catering brands learn from Ruixing and KFC, and as a result, the original loyal members have become wool parties. The method based on public domain is not feasible, and the SCRM tool in private domain is an efficiency tool, not an efficiency tool. Small and medium-sized catering brands can only achieve excellent realization results if they do refined operations. If they can't do it, they'd better not do it, which will hurt the loyal users of the brand. 02 catering three groups: super group+store group+flash group as a marketing tool in the early days of WeChat, WeChat group has been revised many times in recent years, among which the most influential is the launch of the "folding community" function. In this way, bad communities will be folded and good communities will stay on the chat page. What is a good community is mentioned at the beginning, so how to build a "good community"? Zhu Yifei divides the Feizhimi _ community into three types to operate: the first is the super user community (priority operation): the top 30% core users of the core operating brand first, there is a set of grading screening mechanism and account management mechanism for users. Super users account for about 10%, and potential super users account for about 20%. Figure 1: screening frame diagram+account management mechanism Secondly, the overused group only adopts the designated system, and the list screened by the system is reviewed by the operators. For users who don't have WeChat, use mobile phone number, SMS and ITU to check (no more than 50 people per day); If there is a powerful CRM background tool, the system can automatically export the list of qualified users every week or month, reducing the workload of manual search. Figure 3 Screenshot of the invitation speech. The advantages of this are: 1. Users will cherish the opportunity to join the group and know what kind of service they can get; 2. Users know that people in the group are valuable users like him, have a strong sense of belonging, and pay more attention to the group than other communities; 3. Users are very satisfied when they get help from others and are willing to help other group friends. Figure 43 Screenshot of the dialogue in Zhang Qun Next, group the users. Take a community of 200 people as an example. In the initial stage, the group will be built in the mode of 50+ 100. 50 people are super users, and 100 people are potential super users. The biggest advantage of this distribution is that it not only meets the needs of super users, but also accelerates the transformation from potential super users to super users. Finally, community operation. How to make groups flow independently is not how to operate, but how to operate. The second is the store LBS community: the core purpose of the LBS community of other users in the core operating private domain is to accelerate the rate of cultivating ordinary users to become potential super users through repeated contact. The private domain is not the owner of the service, wool users will stay in the public domain and core users will stay in the private domain, so that the private domain can play its greatest value. The account operation strategy is to become a WeChat friend first and then join the group. If you join the group first, you can only contact through the community. Once users block the community, you basically lose contact. So add wechat first, then arrive, unlimited. Therefore, the micro-signal of each store manager is the retention pool for us to retain the user WeChat. The operation of the community does not need the manager to handle it (the manager is too busy to take care of the mobile phone during the peak period), and it is handled by the specialized headquarters staff. Usually everyone can manage 150 communities. Users who have stayed in the group for a long time will get into the habit of asking questions to @ Fat Boy (Fat Juice Rice _ Community Operation) when they see a brand member reply. Based on the above points, the operating norms of super user community activities are as follows: the activities are initiated from activities in the super user community, and on the premise of ensuring the uniqueness of activities in the "super user group", the "overlord meal" is the hook, and the "top coupon" is the main one, in which the activity frequency is consistent with the coupon expiration time. First of all, through the store LBS community, promote user consumption. All coupons can be used to start donations, which is very beneficial for people in the group to help each other, which not only increases the positive activity of the community but also improves the cancellation rate. Conditional brands can turn on the message function to make gift giving more fun; The consumption frequency of super users is once a week. Through the write-off frequency of ordinary users, we can also quickly judge which users deserve special attention. Secondly, the notification of activities is also full-touch, and will be notified in advance in the circle of friends and communities. More important activities (activities promoted with the brand department) will be notified by private letter. On brand day, it will be promoted together with public domain brands, which is also a way to increase the number of people in private domain. Once again, it should be noted that no matter what kind of activities are put in, the activities of super users must be unique, so as to maintain the sense of honor of super users and the confidence of potential super users to upgrade their grades through consumption. Finally, answer the interactive news of the community, which is the most important part of the whole community operation. In principle, when the information in the public domain (such as public comment and take-away platform) is properly updated and there are no major problems in the product, there will not be too many problems in the group. If such a problem occurs, it can promote other departments to optimize the display of information. After all, private domain is not customer service. Don't let users get into the habit of asking questions because they are lazy. For example, reply "You can pay attention to the public comments of the store during business hours" and "You can call the store when the food is sold out". The third type is flash group (temporary group purchase). The core of flash buying group or group buying is that the needs of users in the group are consistent. Don't have 200 demands for 200 people, otherwise, the community will be in chaos. Because the brand basically doesn't do big promotional activities, only under special circumstances, such as during the epidemic in Shanghai, will we recruit responsible persons from various communities (pictured). /kloc-single store sold 650,000 turnover in 0/5 days, which eased the pressure of some brand stores. This is actually a "flash" thinking. Figure 5 Screenshot of flash memory group. Flash memory group should be "fast" and "flash". The speed of building a group should be fast, and the promotion within the group should be timely, which requires the operators to re-operate for a short time. Generally, groups are established two to three days before formal activities, so as to set aside time to attract more friends to join the group and increase the frequency of interactive messages and reminders within the group. To dissolve the community, many brands will have great problems in operating the community. They can only build a group, not break it up. In this way, many groups of unmanned operators have become the world of advertising, which is a disrespect for people in the group and a consumption of brand power. Operators should immediately issue a notice and dissolve the community after the event. Here's a technique. Before dissolving the community, it is also a way to attract new people to stay by adding all the users who are not friends in the group and entering the corresponding other communities. Putting the cart before the horse, it is inevitable for enterprises to operate super users first. A group of users are willing to buy any product produced by the brand, and how many high-quality consumers are willing to spread it for them, which is the long-term foundation of a brand. For catering brands, users changed from "I'm hungry at noon" to "I'm going to eat this one at noon today", which defeated the brand competition. The long-term operation of super users is to build their own moat. Since it is inevitable, why not do it in advance? Figure 6: Private domain screenshot of Fat Juice Rice _ Super User Group In most catering enterprises, private domain is the beginning of a fresh start. Set up a new department, purchase new software, and tilt marketing resources. In the cooperation between multi-department and private sector, the top management will pay special attention to ROI. From CEO to store partners, they are paying attention to every move of traders. Even experienced traders can imagine the pressure. If the cognition of private domain and community is not in place, the case that you want to imitate will easily collapse without careful scrutiny. From the above, we find that every step is not difficult to operate the catering community, but every detail must be done seriously. The value of the super user group is very high. They are the fastest and easiest to achieve results. Even if they can't operate at first, the operation difficulty is the lowest. Therefore, giving priority to the operation of the super-user community and achieving good results will help the private sector get more personnel and financial support. There are fewer professionals in the private sector and fewer employees in the private sector of catering. Some people are transformed from the traditional membership operation, and their understanding and practice of private domain still need to be honed. The super user group is the "volunteer army" of the brand. A group of people who have great love and loyalty to the brand, as long as they point out their needs, the brand operation will change from heavyweight to featherweight. It is very beneficial to brand private domain and training private domain traders. After 1 more years of refined operation in the private domain of the store, Zeng Ding, a senior operator of Fat Juice Rice, also said that many brands operating in the private domain of catering have gone through many detours, and Fat Juice Rice is one of the few brands to change its methodology through trial and error in a short time and realize long-term profitability in the private domain. The core theories of "de-operation" and "catering trio" have also achieved good results in serving other catering brands. Of course, it is also inseparable from the brand's emphasis on private domain and the willingness to invest human and financial resources in private domain in the early stage.