Crowds can help retail enterprises generate a lot of important value. From the perspective of consumer-oriented marketing, enterprises need to plan the operation of the group from three aspects:
From the marketing point of view, the biggest impact of mobile internet on retail enterprises is to provide an effective tool to link customers, which has never been done before.
In the era without mobile internet, the relationship between retail stores and customers is lost. Customers leave the store after buying, and enterprises cannot effectively find these customers and exert influence on them. As a result, customers are constantly losing and activity is declining.
According to Yu Ying, vice president of Carrefour in China, Carrefour's passenger flow has dropped by 50% in the past five years. The main reason for the decline is that weekly activities have become monthly activities, and at least 65,438+00% customers no longer come to the store.
In today's mobile Internet environment, enterprises can effectively solve this problem by means of connection provided by mobile Internet, that is, the relationship with customers has changed from lost relationship to real-time link relationship. Through this real-time link relationship, customers can be effectively activated and target value customers can be effectively influenced.
At present, the mobile internet has provided a variety of effective means to link customers: you can establish a registered link with target customers through APP, applet and third-party link platform; You can establish social contact with target customers through WeChat and WeChat group. You can also establish content links with target customers through content platforms such as WeChat official accounts.
Among them, community link is a very important way to connect. Using this hierarchical connection mode of community, we can produce interactive social means and form very effective customer links.
At present, many enterprises do not pay enough attention to the brand communication and marketing communication of the group, and there are not many overall communication means and methods.
The new mobile internet environment has changed the marketing communication environment of retail enterprises in the past-the new mobile communication is gradually changing from mass communication to minority communication, and the communication led by enterprises is changing to social communication, from self-communication to other communication, and from relatively simple communication to more abundant communication.
In this transformation process, the community has become a very important communication platform. In the current communication environment, the community will play a more important role in how to change new communication means and modes to promote the better communication of corporate brands and all marketing behaviors of enterprises.
Two characteristics of mobile internet communication;
The main effect index of mobile communication is to produce propagation fission, and to produce better communication effect through continuous fission. This is the marketing communication goal that enterprise brand promotion and marketing promotion must achieve.
Through the way of community, the key is to help enterprises find "seed users", that is, KOL that can produce better communication effects. The communication effect of seed users and KOL can produce the communication effect of 1* 1000.
Therefore, it is an important action that enterprises should focus on planning community marketing by using the way of community, constantly searching for seed users, constantly cultivating seed users and constantly generating secondary propagation fission of seed users.
At present, some enterprises attach importance to this action, but most enterprises lack the system.
You can sell goods in the group, but the logic of selling goods in the group is different from that in the store. Selling goods in a store is a kind of behavior that customers buy independently, while selling goods in a community environment is a kind of herd behavior and group behavior, which can produce fission effect.
In order to realize the new retail model of "store+community", on the one hand, it is necessary to empower stores to sell goods, so that they can produce better sales results; The second is to sell goods in groups, that is, we can go beyond the category boundaries and business circle boundaries of stores, broaden categories, enlarge business circles, and achieve better sales results.
Therefore, in order to achieve the above marketing objectives, enterprises need to take the new retail model of stores and communities as the core, realize the systematic adjustment of business philosophy, category management model, procurement model and operation system, and establish a new enterprise marketing system of stores and communities.
The purpose of group is to effectively solve customer links. Therefore, around this change, enterprises need to change their business philosophy, and the focus of enterprise management needs to shift to how to effectively capture customers. Especially value customers, to realize customer link and real-time online link status.
The planning, design and layout atmosphere of the store need to reflect people-centered, effectively enhance the social attributes of the store and have strong social functions. It is necessary to eliminate the traditional concept that stores are centered on goods and turn customers into the protagonists of stores.
The concept of store category management should be adjusted and the mode of category management should be weakened. Focusing on the needs of value customers and combining the characteristics of the business circle market, creating explosive products will be the main operating means under the environment of "store+community".
In the past, the main criterion for measuring the business ability of enterprises was the level of category management, and the main indicator was the 20: 80 principle, that is, 20% of goods and 20% of categories contributed 80% of sales. In the future, in the "store+community" environment, it may become 2: 80, that is, 2% of the goods may contribute 80% of the sales performance of the store.
In this environment, commodity management and category management need basic category management and effective explosive operation.
In this new retail mode of "store+community", the purchasing and store operation of enterprises need to change the customer-centered working mode, and the main goal of all actions is to capture customers, activate customers and make customers more valuable.
In this environment, all around the main line of communication, buyers and operators need to focus on their own majors, effectively integrate communication needs, and use communication to amplify the effect. Purchasing personnel, store personnel, operators and all personnel need to have certain communication design and planning skills, and need to have new marketing capabilities in the community environment.
To do a good job in community marketing, we need to do a good job in community operation according to the following four steps.
Building a good group is an important foundation for doing a good job in community operation.
Retail stores have very good conditions for building groups, have brand endorsements and have a stable customer base.
To build a group, we must first eliminate psychological barriers: we are worried that customers will be disturbed. According to the survey of third-party organizations, nearly 70% people are willing to accept information push and establish community-based links.
Building a retail store group cannot be an extensive group building model, that is, all people, regardless of attributes, spending power, differences in appeal points, etc. , have been pulled into a group, such a group's future operation will be very difficult. This is also the main reason why many groups become dead groups or individuals are active, and most people dive.
In order to establish a matrix of community operation, enterprises can establish related groups according to different customer dimensions.
The following dimensions can be distinguished:
Enterprises should pay special attention to the establishment of seed user groups. Such team members will have very important communication value, and also have many important values in helping to reach the store.
Enterprises should not only build their own groups, but also make good use of other valuable communities around the business circle, such as the square dance aunt group, the Tai Chi group, the treasure mother group, the fitness group and so on.
Determine different group themes according to the attributes of different groups:
In short, different customer attributes need to establish different groups and determine different communication topics.
The number of teams should be determined according to the actual situation. Generally speaking, there is no need for a large group, and the number of people is generally around 200. It doesn't have to be 500 people. The key is to get people with the same attributes together.
There are several ways to create a group:
After building a group, the most important action of group operation is how to activate the members in the group, that is, your target customers. The ultimate goal is that the members of the group can generate a high degree of trust and dependence. Finally, this trust and dependence can be transformed into the actual operation of the enterprise.
The goal of activation is to increase the frequency and activity of target customers, from once a week to once a day, and even to three times a day.
Seven laws of activation:
(1) Emotional activation: the group must be an emotional space, which will greatly supplement the emotional link between the enterprise and the target customer, and effectively solve the emotional link between the enterprise, a "legal person" without emotional subject and an emotional natural person.
The group should talk about emotions and connect the target customers with emotions. In the group environment, it is necessary to use emotion to close the social distance between the enterprise and the goal.
If you don't talk about emotions, or "hard" selling relationships, you will lose the importance of being a group.
(2) Commodity activation: As a community, retail stores must be closely integrated with your commodity management.
What kind of products are suitable for group selection and what kind of product information is suitable for pushing? We must combine the characteristics of the group: how to produce a sense of topic, how to produce members' songs, and how to produce a detonating effect.
The goods pushed by the group cannot be simply selected, nor can they be distributed only by price.
Commodity selection is very important, and the best commodity selection goal is: new, strange, special+content. Commodities should have three innovations: novelty, freshness, fashion and certain uniqueness.
(3) Content activation: In order to activate group members, content dissemination is very important. It is necessary to combine the characteristics of group members and choose appropriate communication content. Good content can play an important role in adhesives, lubricants, amplifiers and so on.
At present, there are many ways to make content, which can be graphic or small video. Especially for small videos, its communication effect is very important.
(4)KOL activation: KOL marketing generally refers to the social media marketing communication behavior involving KOL, which has the communication advantages of group communication and mass communication, and its marketing value is also recognized by the market.
Retail stores should attach great importance to the value of KOL in community marketing centers, cultivate their own KOL in combination with community operations, and gradually play an important role in the community.
Make good use of KOL, square dance convener, fitness instructor, taekwondo teacher, senior Yueyue, and famous chefs around the store business circle, so that they can be closely integrated with your community operation and give play to their value.
(5) Activity activation: We should constantly organize various innovative activities. Including community activities and various offline activities.
In particular, retail stores should combine the outstanding advantages of owning stores, combine community operation with shopping activities, and give full play to the advantages of "stores+communities". It is necessary to combine the characteristics of community members and organize some valuable experience activities, such as brand experience, picking activities, parent-child activities and so on. , which plays an important role in activating members and bringing them closer together.
(6) Red envelope activation: Red envelopes are an important function of activating group members set by WeChat platform. We should make good use of the important means of red envelopes scientifically and effectively-what kind of groups are suitable for red envelopes, when and how much? A set of rules must be designed. In particular, it is necessary to combine the reality of the group, activate the red envelope and strengthen the relationship between the members of the group.
In the marketing environment, any action must have a clear purpose. The same is true of red envelopes.
(7) applet activation: applet is the main technical tool of wechat innovation, which establishes links by technical means, activates group members and generates greater marketing value. Small programs can produce systematic marketing value in a group-based environment.
We should start with establishing links, realize the goal of online linking with target customers through small programs, and turn small programs into the main means of linking customers.
How to import related marketing actions after linking, enterprises need to configure a suitable online marketing platform. This online marketing platform can build more functional values, and meet the needs of online transactions, docking third-party home platforms, online marketing and so on.
Under the network marketing environment, the marketing concept and means of enterprises need to be adjusted. We should gradually abandon the price means and the traditional theory of customer unit price, and focus on how to improve the shopping frequency of target customers and how to produce more effective repurchase rate.
There are many ways to activate customers, and more effective ways will be innovated in the future.
Although the group is a very loose organization, it needs to have a complete set of management rules and be managed by special personnel (a group without special personnel management is very easy to get into chaos). I have observed that some enterprises that have done well by the group, such as Box Horse, are managed by special personnel.
It is very important to choose this group administrator. After observing a lot of team management, I have come to the point that not everyone can manage a team. Many people don't have the ability of social management, and many store managers don't manage groups.
This person must have strong social skills, especially the ability to manage acquaintances and semi-acquaintances and the ability to turn strangers into acquaintances. Enthusiastic, delicate, thoughtful, with a certain tone.
Groups should establish rules: groups without rules can't do well.
The group should determine the theme: the communication of the group should focus on the theme. Try not to deviate too much from the theme of the group. You can't violate political discipline and the law.
Facing the era of 5000 friends circle and more and more groups, we should pay special attention to the following principles: try our best to create value for members and minimize the interference of spam.
The group of retail stores should be adjusted regularly: first, through the operation of the group, some valuable customers should be gradually screened out, optimized into the VIP value customer group of the enterprise, and some ineffective group members who are rubbing traffic should be gradually eliminated; Second, through appropriate adjustments, enhance group value and enhance activity.
Give full play to the group value, on the one hand, do a good job in the group, and more importantly, give full play to the value of group members, especially seed users, and give full play to the means of communication in the mobile environment, so as to generate greater marketing communication fission through seed users, thus generating greater value.
Good communication depends on content, and good content has communication attributes.
Good communication depends on some effective communication means to promote the communication of group members. At the same time, in the mobile Internet environment, with the help of new online transactions, communication is playing a greater role. From the previous marketing model of separation of communication and transaction, the marketing model of integration of communication and transaction has been formed now.
One of the most important marketing models in the future is to realize sales through communication and communication through sales.
On the basis of the traditional business model of existing enterprises and stores, the simple "store+community" model will produce certain effects, but the complete store-to-store model and the completely commodity-centered business concept can not fully adapt to the new retail model of store+community. It is necessary to make appropriate adjustments to the management system of existing enterprises and stores in combination with the current community marketing environment and the current mobile Internet communication environment.
As far as traditional stores are concerned, most of them reflect the commodity-centered business model, including the design layout, departmental functions and post setting of stores, and most of them reflect the commodity center and operate commodities.
To change the marketing model of "store+community", it is necessary to adjust the operating system of stores.
Their main responsibility is to capture customers effectively, activate customers effectively and increase customer value effectively by means of effective means such as current community, link and communication.
In order to create the IP attribute of the store and create a sense of "photographing" in the store, under the influence of the traditional concept of "no photographing", it is absolutely impossible to set customer restrictions. Being able to take photos of customers and automatically distribute the circle of friends means that the marketing ability of enterprises has caught up with the changes of the times and has the marketing ability under the new mobile Internet environment.
Intrapersonal communication, which can generate customers, is the most valuable communication.
Marketing has become the dominant communication in the mobile internet environment, and the marketing model of retail enterprises must be changed and adjusted, and the marketing system with new mobile communication as the main line must be reconstructed.
Enterprises should set up special communication departments, and stores should set up special communication commissioners. The communication department should have a strong content production capacity-that is, it can produce more valuable content that can be disseminated within the enterprise and promote the dissemination of seed users and target customers.
The content should be very extensive, not limited to products and promotional activities themselves. It is necessary to combine the communication characteristics under the Internet environment, take "two micro-shakes" as the main platform, and combine the official WeChat account, small video and other related communication elements to build a new communication-oriented marketing system.
At present, the marketing transformation of retail enterprises is to build a new marketing system dominated by new communication.
Facing the new retail market environment, the traditional commodity and category management mode of retail enterprises must be adjusted; Facing the current communication marketing environment, enterprises should change the traditional commodity organization and category management mode; Facing the new retail mode of "store+community", enterprises need to change the management mode of goods and categories to adapt to the community environment.
In the community environment, commodity organizations should actively innovate the "explosive goods" model, and the community itself can create a good soil for "explosive goods".
Category management and marketing model should be combined with the characteristics of current consumer demand, and actively innovate scene-based category innovation. From the original category management model with the physical attributes of goods as the main body, it has changed into a scene category management model characterized by the needs of consumers' lives.
Focus on the demand scenarios of target customers, focus on the marketing needs in the community environment, and promote the category management and marketing model innovation of scenarios.
Scenarioization must be the main direction of retail store category reform, which requires a process. And the scene must be the embodiment of thousands of stores and thousands of faces. In the future, the key breakthrough point of seeking enterprise category differentiation and creating new competitive advantages is mainly focused on the main direction of scenario.
The traditional chain retail model is characterized by highly unified management of headquarters. This chain model takes standardization as the main management means. Although standardization has brought the efficiency of enterprise management, it has greatly sacrificed the innovation vitality of the organization.
At present, the result of this chain model is "a thousand stores on one side", and this retail pattern can no longer adapt to the changes in current consumer demand.
I agree with an expert that the main feature of current consumption changes is that consumption changes too fast.
The current consumer demand has indeed formed a "rapidly changing" trend. In the face of rapidly changing consumer demand and market, the main symbol of testing the core competitiveness of enterprises in the future is the innovation ability of enterprises.
Retail enterprises must re-create a new enterprise organization model, giving stores, managers and employees at all levels ample room for innovation to adapt to the changing market.
About the author: Bao (WeChat: bc7 180), a senior economist, is an expert in the "market project of thousands of villages and towns" of the Ministry of Commerce.
The title map comes from Unsplash and is based on CC0 protocol.