The current retail enterprise must use good community marketing tools, the future of the retail store must be "store + community" standard configuration. In the environment of the mobile Internet, retail stores should have both stores and groups, to learn to do a good job "store + community" of the new retail model.
Groups can help retailers generate a lot of important value. From the perspective of consumer-facing marketing, companies need to plan the operation of the group from three aspects:
From the perspective of marketing: the biggest impact of the mobile Internet on the retail business is to provide an effective tool for linking customers that was not available in the past.
In the absence of the mobile Internet era, the relationship between the retail store and the customer is disconnected, and after the customer has completed the purchase and left the store, the enterprise is unable to effectively find these customers, and is unable to effectively influence these customers. The result is a constant loss of customers and a constant decline in activity.
From the Carrefour China Vice President Yu Ying's analysis: the past five years, Carrefour traffic declined by 50%, the main reason for the decline is that the weekly activity has become a monthly activity, and at least 10% of the customers never come back to the store.
In today's mobile Internet environment, companies can use the mobile Internet to provide the means of connection to effectively solve this problem, that is, the relationship with the customer, from the lost relationship into a real-time link relationship. Through this real-time link relationship to effectively activate the customer, to effectively influence the target value customers.
The current mobile Internet has provided a variety of effective means of linking customers: through the APP, small programs, and third-party linking platforms, to establish a registration link with the target customer; through WeChat, WeChat groups and your target customers to establish social links; but also through the public number of content platforms such as the establishment of content links with the target customer.
In this, the community link is a very important way to connect. The use of the community of this circled connection, can produce interactive social means, the formation of very effective customer links.
At the moment, many companies are not paying enough attention to how to do a good job of communicating their brand and marketing communications in a group way, and the overall means of communication, the way is not much.
The new mobile Internet environment has changed the marketing communication environment of retail enterprises in the past - the new mobile communication in the gradual transformation of the means of mass communication by niche communication methods, the transformation of the enterprise-led communication by the socialization of communication methods, the transformation of the self-propagation of his communication methods, the transformation of the more singular communication methods to a more rich communication methods. The more abundant way of communication.
In this transformation process, the community has been a very important communication platform. In the current communication environment, how to convert the new means of communication, communication methods to promote the better dissemination of the enterprise brand, to promote the better broadcast of all marketing actions, the community will have a more important role.
The two main characteristics of mobile Internet communication:
The main effect of mobile communication is to produce communication fission, through continuous fission to produce better communication effects. This is the marketing communication goal that must be realized for enterprise brand promotion and marketing promotion.
Through the community approach, the key is to help enterprises to find the dissemination of "seed users", that is, to better produce the dissemination effect of KOL, seed users, KOL dissemination effect is to produce 1 * 1000 dissemination effect.
So the use of community approach, constantly to find seed users, constantly to cultivate seed users, and constantly generate seed users of the secondary dissemination of fission is the enterprise in the planning of community marketing in the planning of the important action to plan.
At present, some companies are emphasizing this action, but most of them lack a system.
Groups can sell goods, but there is a difference between the logic of selling goods in a group and selling goods in a store. Store selling is a kind of purchase behavior of the customer autonomy, community selling in the environment is to produce fission effect of the herd behavior, group behavior.
Retail stores to realize the "store + community" new retail model, on the one hand, to use the group to empower the store's selling function, so that it produces a better selling effect; the second is to realize the group selling, that is, beyond the boundaries of the store's category, the boundaries of the business district, the category to do broad, the business district to do bigger, and to achieve a better effect of the sale of goods.
Therefore, in order to achieve the above marketing goals, enterprises need to focus on the new retail model of store + community, to realize the systematic adjustment of the business philosophy, category management mode, procurement mode, operation system, and to establish a new enterprise marketing system of store + community.
The purpose of doing group is to effectively solve the customer link, therefore, around this change, the enterprise needs to change the business philosophy, the focus of the enterprise management needs to be converted to how to effectively capture to the customer. In particular, the value of customers, to achieve customer links, real-time online link state.
The planning and design of the store, the layout of the atmosphere needs to reflect the human center, to effectively enhance the social attributes of the store, with a strong social function. To eliminate the previous store is to commodity-centered traditional store concept, to turn the customer into the protagonist of the store.
The store's category management concept should be adjusted, the category management mode should be weakened, around the value of customer demand, combined with the market characteristics of the business district, to create explosive products will be the "store + community" environment of the main business tools.
In the past, the main criterion for measuring the management ability of enterprises was the level of category management, and the main indicator was the 20:80 principle, that is, 20% of the commodities, 20% of the categories contributed to 80% of the sales, and in the future, "store + community" environment, it may turn into a 2:80, which means that it may be that 2% of the commodity The company's sales are also a major contributor to the store's 80% of sales.
In this environment of commodity management, category management requires basic category management + effective explosive operation.
In this new retail model of "store + community", the enterprise procurement, store operations need to change the customer-centric work mode, the main line of all the actions around the capture of customers, activate the customer, and increase customer value as the main goal.
And in this environment, everything around the main line of communication, procurement staff, operations staff, need to focus on their own professional, effective integration of communication needs, with communication to amplify the effect. Purchasing personnel, store personnel, operations personnel and all personnel need to have a certain communication design, planning capabilities, need to have the community environment of the new marketing capabilities.
To do a good job of community marketing, you need to follow the following four steps to do a good job of community operation.
Building a good group is an important foundation for good community operation.
Retail stores have very good conditions for building groups, which have brand endorsement and a certain stable customer base.
The first thing to do is to eliminate the psychological barrier: the fear of customers being disturbed. According to the research of a third-party organization: nearly 70% of people are willing to accept the information pushed, willing to establish social links.
Retail store to build a group, can not be a crude model of building a group, that is, all people, regardless of their attributes, spending power, differences in demand, etc. are pulled into a group, so the future operation of the group will be very difficult. This is the main reason why many groups have become dead, or why individuals are active and most people are diving.
Enterprises should establish a community operation matrix, which can be based on different customer dimensions to establish related groups.
The following dimensions can be distinguished:
Companies should pay special attention to building a good seed user group, so that the members of the group will have a very important spread of value, and will also have a lot of important value in terms of helping the store.
Enterprises should not only build their own group, but also combine the actual business district, use the business district around some other valuable community: square dance group, Tai Chi group, treasure mom group, fitness group.
According to the attributes of different groups to determine different group themes:
In short, different customer attributes, to build different groups, to determine different communication themes.
The number of people in the group, according to the actual situation to determine the general do not do a large group, the number of people generally in the 200 people around the best. Not necessarily 500 people, the key is to pull the same attributes of the personnel together.
There are many ways to build a group:
After building a group, the most important action in the operation of the group is how to activate the members of the group, that is, your target customers. The ultimate goal is to generate a high degree of trust and dependence among the members of the group. Ultimately, this trust and dependence can be transformed into the actual operation of the enterprise.
The goal of activation is: to increase the frequency of target customers to the store, activity, from weekly activity to daily activity, and even into the day three live.
Activation of the seven laws:
(1) Emotional activation: Groups must be an emotional space, the group will be to a large extent, the reverse of the emotional link between the enterprise and the target customers, and effectively solve the problem of the enterprise this is not the main body of the emotion of the "legal" and emotional richness. The group will be able to effectively solve the emotional link between the enterprise, which is a "legal person" with no emotional subject, and the natural person who is rich in emotions.
The group should talk about emotion, and use emotion to link the target customers. In the group environment, it is a matter of using emotion to close the social distance between the enterprise and the target.
If we don't talk about emotion, it's still a kind of "hard" selling relationship, and it loses the significance of being a group.
(2) Commodity activation: Retail stores to do community, ultimately must be closely integrated with your commodity business.
The group is suitable for choosing what kind of goods, suitable for pushing what kind of goods information? It must be combined with the characteristics of the group: how to generate a sense of topic, how to generate members **** Ming, how to generate the effect of detonation.
The commodities pushed by the group can't be a simple selection of commodities, nor can it be a distribution of information that only relies on price.
Commodity selection is important, the best commodity selection goal is: new, strange, special + content. Commodities should have three new: novelty, freshness, new trend, to have a certain uniqueness.
(3) content activation : To activate the group members, content dissemination is very important. It is important to combine the characteristics of the group members to choose the appropriate communication content. Good content can produce important effects such as adhesive, lubricant, and amplifier.
At present, there are many ways to do content, it can be graphic, it can be small video. Small videos, in particular, are very important for their distribution.
(4) KOL activation: KOL marketing refers to the social media marketing communication behavior with KOL participation, both group communication and mass communication communication advantages, and its marketing value is also recognized by the market.
Retail stores should attach great importance to the value of KOLs in the community marketing center, and cultivate their own KOLs - food experts, foodies, parenting experts, health care experts, sports experts - in conjunction with community operations, so that they can gradually play an important role in the community.
To make good use of KOLs around the store's business circle - square dance convenors, fitness instructors, taekwondo teachers, senior sister-in-laws, famous chef trainers, etc., so that they can do a good job in close conjunction with your community operation and bring their value into full play.
(5) Activity activation: To constantly organize a variety of innovative activities. Including community activities and a variety of offline activities.
Retail stores should be especially combined with the outstanding advantage of having a store, the community operation and store activities to do a good job of combining, to play a good "store + community" advantage. To combine the characteristics of community members, to organize some valuable experience activities, such as: brand experience, picking activities, parent-child activities, etc., to play the important value of activating the members, close the distance.
(6) Red Packet Activation: Red Packet is an important function set by WeChat platform to activate the group members, to use the red packet scientifically and effectively this important means - what kind of group is suitable for sending red packets, what time to send, how much to send? A set of rules must be designed. In particular, it is important to combine the actual group, the red packet activation and strengthen the relationship between the group members closely.
In the marketing environment, any action must have a clear purpose. The same goes for sending red envelopes.
(7) Small program activation: Small program is WeChat's innovative use of technology to build links, activate group members, and generate greater marketing value of the main technical tools. Small programs can generate systematic marketing value in a group-based environment.
To start with the establishment of links, through the small program to achieve the goal of linking with the target customers online, turning the small program into the main means of linking customers.
After the link how to import the relevant marketing actions, the enterprise needs to configure the appropriate online marketing platform. This online marketing platform can establish more to meet the enterprise online transactions, docking third-party to the home platform, online marketing and other more functional value.
In the online marketing environment, the enterprise's marketing concept, marketing tools need to be adjusted to gradually give up the price means to give up the traditional theory of the unit price of the customer, the shift to how to let the target customers to increase the frequency of stores, increase the frequency of purchase, how to generate more effective repurchase rate for the main marketing objectives.
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, a good group must have a complete set of management rules, to have a dedicated management (no dedicated management of the group is very easy to fall into the chaos) I observe the box horse and some other groups to do a better job of the enterprise, are managed by a dedicated person.
It's very important to choose a good group administrator. Observing a lot of group administrators, I've come to the conclusion that not all of them will be able to manage a group. Many people don't have the social management skills, and there are a lot of store managers who don't know how to manage groups.
This person must have strong social skills, especially the need to have the ability to manage acquaintances, semi-familiar people, the ability to turn the stranger into an acquaintance. To have the enthusiasm, delicate, thoughtful, but also have a certain tone.
The group should establish rules: the group without rules will not do well.
The group should determine the theme: the group's communication should be centered on the theme. Try not to deviate too much from the theme of the group. More importantly, it can not violate political discipline and illegal.
In the face of the 5000 circle of friends era that has entered, in the face of more and more groups, the good group should also pay special attention to the following principles: try to create value for the members, try to minimize the disturbance of spam.
Retail store group should be regularly adjusted: First, through the operation of the group, some of the value of the customer gradually filtered out, optimized to the enterprise's VIP value customer groups, and gradually remove some of the ineffective group members to rub the flow; Second, through appropriate adjustments to enhance the value of the group, enhance the degree of activity.
Play the value of the group, on the one hand, the group to do a good job, and more importantly, can play the group members, especially the value of the seed users, play the means of communication in the mobile environment, through the seed users to produce a greater fission of marketing communications, which will produce greater value.
Doing a good job of spreading depends on content, and good content has the property of spreading.
Doing a good job spreading depends on a number of effective means of communication to facilitate the spread of group members. At the same time, in the mobile Internet environment, with the new online trading methods, communication in the play a greater role, from the previous communication and trading separate marketing model, has now formed a communication, trading integrated marketing model.
One of the most important marketing models for the future is to realize sales in communication and communication in sales.
On the basis of the traditional business model of existing enterprises and stores, the simple "store + community" model will produce certain results, but the complete store mode, completely commodity-centered business philosophy, can not be fully adapted to the store + community of the new retail model. Need to combine the current community marketing environment, combined with the current mobile Internet communication environment, the existing enterprises, stores, the business system to make appropriate adjustments.
From the current traditional stores, most of the embodiment of the commodity-centered business model, including: store design layout, departmental functions, job setup, most of the embodiment of the commodity center and management of the commodity.
The change "store + community" marketing model, to make adjustments to the store's operating system.
Their main responsibility is to use the current community, links, communication and other effective means to effectively capture customers, to effectively activate customers, to effectively increase customer value.
To create the IP attribute of the store, to create the store "shoot sense", resolutely can not set up "prohibit photography" under the influence of the traditional concept of customer restrictions. Can produce customers to take pictures, automatic distribution of the circle of friends, on behalf of the enterprise's marketing ability to catch up with the changes of the times, with the new mobile Internet environment of marketing ability.
Being able to generate autonomous communication from customers is the most valuable communication.
Marketing has become dominated by communication in the mobile Internet environment, and the marketing model of retail enterprises must be changed and adjusted to reconfigure the marketing system with the new mobile communication as the main line.
Enterprises should set up specialized communication departments, stores should set up specialized communication specialists. The communication department should have a strong content production capacity - that is, it can produce more internal communication, and can drive the seed users to spread, target customers to spread the value of the content.
The content should be very broad and not limited to the products and promotions themselves. It is necessary to combine the characteristics of communication in the Internet environment, with the "two micro and one jitter" as the main platform, combined with the public number, small video and other related communication elements, to build a new communication-led new marketing system.
The current marketing transformation of retail enterprises is to build a new communication-oriented new marketing system.
In the face of the new retail market environment, the traditional mode of commodity and category management of retail enterprises must be adjusted; in the face of the current communication marketing environment, enterprises should change the traditional commodity organization and category management mode; in the face of the new store + community new retail mode, enterprises need to convert to adapt to the community environment of commodity and category management mode.
In the community environment, the organization of goods to actively innovate the "pop" mode, the community itself can produce a "pop" good soil.
Category management and marketing model, to combine the current consumer demand characteristics, and actively innovate the scene of category innovation. From the original physical attributes of the goods as the main category management model, the transformation of the consumer's life needs as the characteristics of the scene of the category management model.
Focusing on the demand scenarios of the target customers, focusing on the marketing needs of the community environment, and promoting scenario-based category management and marketing model innovation.
Scenario must be the main direction of retail store category change, this change needs a process. And, scenario-based must be a form of expression of thousands of stores. In the future, the key breakthrough point to seek enterprise category differentiation and create a new competitive advantage is mainly focused on the main direction of the scene.
The traditional retail chain model is characterized by a high degree of unified management of the headquarters. This chain model is to standardize the main management tools, standardization, although the efficiency of enterprise management, but greatly sacrificed the organization's innovative vitality.
At present, the result of this chain model is that "a thousand stores are in one place", and this retail pattern is no longer able to adapt to the current change in consumer demand.
I agree with an expert's view that the main feature of the current consumer changes is that consumption is changing too fast.
Now the consumer demand has really formed a "rapidly changing" situation. In the face of rapid changes in consumer demand, in the face of rapid changes in the market, the future test of the core competitiveness of the enterprise is the main symbol of the enterprise's ability to innovate.
Retail enterprises must re-create a new corporate organizational model, giving stores and managers at all levels, employees at all levels to the full space of innovation, innovation to adapt to the changing market.
By Bao Yuezhong (WeChat: bc7180), senior economist, expert of "Ten Thousand Villages and Thousand Townships Market Project" of the Ministry of Commerce
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