High quality shell disassembly
Case Name: Yuan Qi Forest Private Domain System
Case Industry: Physical Retail
Kai disassembly
Case goal: attract new customers and realize transformation.
Case Label: Racine Drainage and Operation Transformation
I. Background check
1, industry background
1) The carbonated beverage market in China continues to innovate and the output continues to rise.
Figure12021-Analysis on the output of carbonated drinks in China in May 2020
According to the data, in recent years, the demand for trendy categories and products such as "younger, healthier and more attractive" has been increasing in China market. The output of carbonated drinks in China reached a peak of1.81.0700 tons in 2065, and began to decline after reaching a peak of 4.38+0.7444 million tons in 2007.
20 18 The output of sugar-free carbonated drinks introduced by market improved products increased slightly, reaching174.46 million tons; In 20 19, the carbonated beverage market kept innovating, and the output continued to rise, even exceeding the output level in 20 14.
2) The product structure of carbonated beverage industry in China began to be optimized, which promoted the development of the industry to some extent.
Figure 22014-China carbonated beverage market scale in 2024.
According to the data, the market size of carbonated drinks in China was 84.96 billion yuan in 20 19, and the CAGR was only about 2% in 2014/2019, and the industry development approached the ceiling.
Ai Media Consulting analysts believe that the carbonated beverage market still has a strong consumer group, but inevitably, with the rapid development of green and healthy beverages, the market share of carbonated beverages will be further differentiated.
Under this trend, the product structure of China's carbonated beverage industry began to be optimized, and bubble water (such as Yuan Qi Forest) which conforms to the health concept became popular, which promoted the development of the industry to some extent. It is estimated that the market scale of carbonated drinks will reach 654.38+008.24 billion yuan by 2024.
2. Company introduction
Since the establishment of Yuan Qi Forest, a series of sugar-free and low-calorie healthy drinks have been introduced, which are deeply loved by consumers. In the past five years, the company's valuation has ranged from 0 to 30 billion RMB, and it has become the first echelon in the industry.
On 20 19 and 6 18 E-commerce Festival in 2020, Yuan Qi Forest won the first place in Tmall's wine sales, and Yuan Qi Forest's sales in 2020 were close to 3 billion yuan.
3. Product introduction
Yuan Qi Forest, with erythritol as the formula, focuses on the concept of "0 sugar, 0 fat, 0 calories", which not only ensures enough sweetness in the taste, but also avoids the generation of a lot of calories, successfully caters to the current consumption demand and opens up the sugar-free beverage market.
Among them, the bubble water series has become the product of network celebrities and has been loved by consumers since its listing. 20 19 Double Eleven, Yuan Qi ranked second in forest sales, beating Coca-Cola and Pepsi.
4. User portrait
Figure 3 Geographical distribution (data from: Baidu Index)
The target consumption cities of Yuan Qi forest are concentrated in the eastern coastal areas, first-line and new-line areas, which are closely related to the transportation network of Greater city easy and influenced by the huge young people to a greater extent.
Figure 4 Extrabudgetary budget and age distribution (data from Ian data)
From the perspective of xb distribution, female users are much higher than men; From the age distribution, 0-24 years old is the main consumer group, which is in line with the consumption concept of urban young people pursuing healthy diet.
Second, the drainage strategy
1, drain
1) advertising platform
Publishing platforms include: Tik Tok, Little Red Book, Bi Li Bi Li, Weibo and Taobao.
2) Traffic acceptance platform
① WeChat official account.
Figure 5 WeChat official account drainage path
② Small program
1. "Inviting courtesy" activity
Figure 6 "Invitation Politeness" Drainage Channel
2. "Value-for-money team battle" activities
Figure 7 "value for money" drainage path
2. Drainage path
1) WeChat official account
A striking person [something]
① Use large coupons as bait to attract users to scan the code to add enterprises, join welfare communities, and improve the probability of joining the group. At the same time, it shows that the coupon is valid within 3 days after receiving it, and the "scarcity psychology" is used to lure customers to improve their buying behavior.
(2) The official account menu of WeChat has an entrance to receive benefits such as coupons, and also takes large coupons and new coupons as benefits.
suggestion
① In order to improve efficiency, Enterprise Micro can set the welcome message for users to join the group, but every user will automatically pop up a prompt message after joining the group, which is too frequent. It is suggested to make corresponding control and pop up once every hour;
② There is no expiration reminder for coupons. Users can be reminded to use coupons through the "WeChat service notice" to cultivate their initial buying habits, which can not only promote user transformation, but also give users the opportunity to experience the vibrant forest.
2) applet
1. Polite invitation
(1) Inviting new users, new users can get the gift money from 50 yuan newcomers, and use altruism to reduce the psychological burden of users when sharing. At the same time, after the invitation is successful, I can also get a cash reward, which will stimulate users to complete this sharing.
② The design style of the invitation poster is refreshing, highlighting the core interests and guiding new users to scan the code.
2. A worthwhile fight
(1) Consumers buy goods at a group price (far below the market price), which stimulates consumers' shopping desire and promotes the formation of groups;
(2) The poster design style of the invited group members is refreshing, indicating that "X people are still short" can enjoy the group price, while "only xx copies are left" creates scarcity and stimulates the invitees to join the group;
(3) If the group purchase fails, the group purchase order will be cancelled automatically, and the money will be returned in the original way without risk, which reduces the consumer's purchase decision;
④ Grouping activities capture consumers' willingness to share, and based on acquaintance relationship, quickly form a team to make a deal, and more efficiently promote the new couple's first order;
Second, the private sector operation strategy
1, brand IP
1)IP building
People are designed as a lively, lovely and energetic image, with a series of cartoon dolls with "Laughing Flower" as the head, nicknamed "Yuanqijia -xx/xx Xiaoyuanzi".
2) Friends circle operation
The background, content and avatar of the circle of friends are warm colors, which is easy to generate trust. The information shared by friends circle is mainly divided into two categories: product recommendation and activity promotion (basically consistent with the publicity content of the community), and the frequency is 5 articles per week. There is no intention to run a circle of friends, and there is no strong interaction with users and fans.
The advantage of this operation mode is that the labor cost is low, and there is no need to make additional circle of friends, but it is helpful for performance contribution. The disadvantage is that the proportion of advertisements is high, and there is no interaction, which is easy to disgust customers and lead to loss.
Figure 8 Friends circle operation
3) private chat
There are few private chats, only welcome words and activity promotion words on welfare day. The main purpose is to guide users to place orders and convert them.
2. Community operation strategy
1. Basic community information
① Community name: Yuan Qijia official welfare group.
② Welcome speech for joining the group:
Figure 9 Welcome to join the group
③ Community type: general welfare groups.
④ Community size: about 200 people.
⑤ Community construction and orientation
2. Community user analysis
Community users mainly come from official WeChat accounts, mainly urban women aged 18-29 who pursue health. The main consumption logic is as follows:
① users' own needs, that is, they want to lose weight but love to drink, and the vitality forest can meet them;
(2) community welfare concessions, that is, in the community, by participating in community activities, you can buy products that are more favorable than other channels.
3. The rhythm of daily operation
(1) Wednesday is a new day.
Two new products are launched regularly every Wednesday in the form of copywriting+poster, and interested users can directly scan the code to place an order, with simple transaction process and high conversion rate.
At the same time, the number of new products recommended each time is controlled at two, which fully considers the acceptance of users. If more than one new product is pushed at a time, customers can't know the product features in detail, which is easy to get disgusted. If it is too little, the purpose of promoting activities will not be achieved.
Figure 10 Wednesday's new day's activities
② Friday Welfare Day
Welfare Day activities are regularly launched every Friday, usually at noon and twice in the evening to attract as many users as possible.
This activity adopts the form of low-price spike+limited full gift+20% discount for members, and completes the transformation of private domain through greater preferential efforts. At the same time, through the low-price spike activity, we can test which goods are loved by consumers. This activity is mainly to provide benefits for community users and enhance user stickiness.
Figure 1 1 Friday Welfare Day Activities
3 interactive free benefits
There is no fixed time for this activity, which brings small surprises to users from time to time. The form of activity is to interact in the community as required and participate in the lucky draw.
This can effectively promote the activity of community users, enhance interactivity and fun, and at the same time, users have the opportunity to get coupons or vip experience cards, which is conducive to the next operation of the brand.
Figure 12 Free Welfare Activities
Third, the transformation strategy.
1, drain
Private drainage sources of dismantled brands, such as WeChat official account, Tik Tok, e-commerce platforms (Tmall, JD.COM, etc.), Weibo, Xiaohongshu, etc.
Figure 13 Drainage ditch
2. The first single transformation path
Path 1: WeChat official account-applet-newcomer area-order.
Path 2: WeChat official account-add enterprise micro-vouchers-place orders with small programs.
Path 3: WeChat official account-menu-applet order
A striking person [something]
1. Value-added newcomers' rights and interests guide the first order: guide new users into the newcomers' area, have exclusive rights and interests for newcomers, benefit customers, and attract new users to complete the first order at a price far below the market price.
Repeated stimulation in this way, constantly lowering the psychological threshold for consumers to buy for the first time, is undoubtedly the simplest and rudest way to stimulate new users to complete the first order.
suggestion
Increase post-purchase sharing links, form a closed loop of innovation transformation, and achieve win-win situation for all three parties;
Yuan Qi Forest only completes the single-line process of "pull new-guide-transform", which can be further improved into a benign closed loop of "pull new-guide-transform-share-pull new", that is, after placing an order, new users can share links with their friends, and invited users can get large coupons. In the process:
For new customers, you can get a free large coupon package;
For old customers, new users who share can also get rewards. Using altruism can reduce the psychological burden they share, and at the same time, they can get rewards themselves;
(3) For the platform, brand exposure and new effective users can be obtained at a very low cost to achieve a win-win situation;
3, the repurchase transformation path
1) Welfare Group
A striking person [something]
Daily lottery interaction, issuing coupons to guide re-conversion: users who complete the first order will enter the "official welfare group of fans", and there will be lottery activities in the community every day.
According to the lottery results and observations in the past few days, the probability of winning coupons and vip member experience cards will be higher, thus guiding users to buy applets again. At the same time, we regularly carry out activities such as new product days and welfare days to attract users to place orders with new products at low prices.
suggestion
① Enrich game link settings to enhance user experience and activity.
Can enrich more gamification, have more detailed gameplay and tasks, and invisibly increase the user's stay time. At the same time, it also provides more opportunities for products, burying various user conversion contacts and improving user conversion rate.
For example, in the game task, in addition to the basic lottery, users need to browse shops and goods if they want to get higher income. Or various coupons will be pushed during the game to encourage users to convert.
② Enrich the forms of activities.
At present, Yuan Qisenlin is promoted through the way of "drainage+transformation", and the promotion activities generate purchases. The next stage can enrich the forms of activities, such as live broadcast+fission.
2) Membership system
The membership system is the biggest strength of this welfare community, which guides users to become paid members and increases the frequency and repurchase rate of users placing orders in private areas.
Yuan Qisenlin can become a member by purchasing a monthly/annual card and drawing a membership experience card. , to gain membership rights and stimulate users to form a transformation, but personally, community play can be more active and have stronger marketing ability.
For example, before membership, users should be given a 7-day experience card or a one-time experience card. When users have a good experience, it will be of great help to the formation of transformation.
Fourth, abolish the membership system.
1, membership system
Members can be obtained through purchase and lottery. The following is a comparison of the rights and interests of the monthly card and the annual card:
1 monthly card 18 yuan, the original price of goods 129.9 yuan/share, the membership price 103.92 yuan/share, decreased by 25.98 yuan/share. It can be concluded that the preferential amount is greater than the cost of purchasing members.
Plus, the double points for returning tickets the next day are really cost-effective.
Figure 14 Member Benefits
A striking person [something]
① Simple and focused interface: The membership permission interface is very simple and focused, which is convenient for users to browse.
② "Refusing when unused" dispels concerns: Personally, I feel that Equity 4 is very friendly, that is, the card opening amount will not be saved within the validity period of the member, and the balance will be returned directly, which will help users save money from the user's point of view, and at the same time give a promise to dispel the concerns that consumers cannot take advantage and reduce the decision-making cost.
③ Step-by-step gift certificate distribution: 70 yuan gift certificates are distributed in three pieces every month, all of which are step-by-step, effectively increasing the unit price of customers.
④ Cross-border cooperation and joint consumption: the annual membership card 198 yuan, and the annual joint membership card for cross-border cooperation with iQiyi 198 yuan are equal to gifts.
Taking Yuan Qi annual membership card as the anchor point, guiding consumers to buy co-branded cards not only makes consumers feel affordable, stimulates purchases, but also accurately drains iQiyi (because the target users of the two are more coincident).
Figure 15 annual membership card
2. Overall system
Points are mainly obtained by purchasing goods (dual members), participating in society activities and signing in daily.
Overall purpose:
① Cash can be paid, and the ratio of points to cash deduction is 100: 1 (points exceeding 100 can be paid);
② Exchange peripheral products (Weibo member, Baidu Library member, Yuan Qisenlin, etc.). );
A striking person [something]
1, the setting threshold of the exchange is low.
It is not difficult to exchange points for goods, thus improving users' willingness and enthusiasm to participate;
2. Increase the flow inlet.
It can be used as a new traffic portal to guide users to enter the small program mall to buy and increase the exposure of the mall and goods;
3. Multi-point is used to meet the needs of different types of customers.
Points can be exchanged for products or deducted from cash according to customers' wishes. Customers who are interested in the surroundings can exchange their favorite surroundings, and customers who actually only want to spend can also directly deduct cash.
suggestion
1, which enriches the surrounding categories of products and increases their attractiveness.
There are not many choices around the exchange, so the company should speed up investment cooperation and enrich the categories, and the peripheral products have special appeal for customers to actively participate in it;
2. Optimize the threshold of points exchange to avoid invalid wool party.
Rationally optimize the exchange threshold. At present, peripheral products only need to exchange points, and the points are low and there is no need to pay extra, which is easy to attract wool parties and cause waste.
1
Highlights and points that need to be optimized
Drainage aspect
Yuan Qi Forest takes the official account of WeChat as the main entrance, and attracts new users by issuing large coupons and introducing them into private communities. At the same time, we plan activities such as "invitation ceremony" and "value-added team battle" to find increments from the stock.
Based on the acquaintance relationship, the traffic import of new users can be completed more efficiently. However, the welcome words to newcomers are too frequent, so it is recommended to prompt them every 1-2 hours.
Operational aspects
The creation of characters, friends' backgrounds, contents and avatars are all warm colors, which are easy to generate trust and guide users to place orders. Community promotion activities at a fixed time every week can effectively activate users, and irregular lottery activities can bring small surprises to users and improve their stickiness.
The community operation mainly focuses on promoting products, without strong interaction with users. At the same time, you can establish communities according to regions and interests, organize offline activities, link like-minded people, and improve stickiness.
Conversion aspect
Yuan Qisenlin guides users from adding enterprise micro-numbers to entering the community by setting large coupons in every link of drainage, and finally completes the first order. The whole process is relatively smooth, which is worth learning.
At the same time, establish a "membership system+points system" to continuously screen out loyal fans and ensure the repurchase rate to the greatest extent. In order to let more users know the value of membership, it is suggested to give users a 7-day membership experience card or a one-time experience card. When users have a good experience, it will be of great help to the formation of transformation.
2
Extended thinking
Personally, it is very wise to lay out the private sector of Yuan Qi forest. Commodities such as drinks and snacks, as long as they have a good reputation, can bring a steady stream of repurchase.
Yuan Qi Forest's private domain matrix is: applet+service number+enterprise WeChat+enterprise WeChat group, which not only greatly reduces the cost of advertising promotion, but also shortens the distance with users, realizes high-frequency recommendation and ensures the conversion rate to the greatest extent.
For e-commerce products, new users can only be regarded as effective users if they enter the mall, otherwise they will be easily lost. Yuan Qi Forest seized this key, and by giving large coupons many times, it incited users to complete the first order.
At the same time, a membership system and a points system are set up, so that users can continue to buy back and lock themselves firmly in the private sector.