An article allows you to quickly understand the fission growth password of social e-commerce user marketing and avoid stepping on the pit

With the increasingly fierce competition of traditional public e-commerce platforms , The channels for obtaining traffic are gradually narrowed , The cost of getting customers for businesses is getting higher and higher , However, the transformation effect shows a decline , The flow is changing , New marketing models come one after another , Conversion and retention of private domain traffic , Businesses should also actively use existing users to market for many times , Reduce customer acquisition cost , Increase the amount of conversion , The growth of social e-commerce is increasing day by day , Private e-commerce is most discussed in this context .

Building a social e-commerce platform is the general trend , Many people worry about how the platform can solve the problem of user drainage , transformation , The problem of fission . So today, teacher Duan of wechat 3 cloud is here to share how to operate and promote a social e-commerce platform to make the traffic soar ?

1、 Positioning the community , Drain ring powder

The newly launched social e-commerce platform can recruit fans through positioning on the new media platform , For example, our platform products are biased towards women , You can make a good positioning of the community first , Then publish the recruitment activities and community QR code of the community to , Microblogging 、 tieba 、 Self media platform 、 Circle of friends 、QQ Group , Attract our potential users to our e-commerce platform through the public domain traffic pool .

Through screening, accurate users can be imported into wechat and public platforms , Can be in the community 、 Public platform 、 Wechat circle of friends also promotes activities to potential users , Activate user order .

2、 Recruiting partners

If we use the basic community when recruiting fans , That is, communication group 、 Study Group , Through this basic group, we find accurate users who are differentiating into , Membership group 、 Discount group 、 The benefit group activates user repurchase through different dimensions .

In social e-commerce, a key is the distribution partner , We can also recruit distribution partners through the community , For example, we have established a basic group 、 The marketing group adds up to 50 about , Then in these groups, we are recruiting distribution partners .

Partners can directly apply for settlement to become distribution promoters through the social e-commerce platform , It is better to distribute the advertising money to the partners of the platform , Save money through self purchase and share money , The fission of autobiography brought about by making consumers profit , Let the consumer help platform create private traffic with faster efficiency .

Social e-commerce has an important job in operation , That's lock off , After acquiring users through social e-commerce platform and accumulating a large number of old customers , You can set up a membership group specifically for members . At the same time, make a member exclusive area on the social e-commerce platform , Push members' exclusive products in the community every day , Exclusive discount , As well as the exclusive benefit coupon to activate member users and improve the stickiness and repurchase rate , Help social e-commerce platforms improve sales .

What are the benefits of building your own brand mall , Third rate companies sell products , Second rate companies sell technology , First class enterprises sell standard , There are too many restrictions on entering other people's e-commerce platforms , Many ideas can't be implemented effectively , Like recommendation Awards , Member discount , Team bonus , Agent fenrun , Performance rewards , Channel wholesale , event planning , Marketing and other business model programs can not be implemented

Attributes for different industries , Different consumer groups should create their own business operation plans and marketing methods , So, Mr. Duan of Weisan cloud is here to share some popular marketing methods this year

One 、 New group rebate mode - How to buy all the people

The advantage of the group rebate model lies in , Each user gets directly with the transaction , At the same time, behind every transaction, there are new user access . The essence of marketing is the acquisition and transformation of traffic . If a pattern can combine these two actions , It must be the most efficient marketing model .

If you are a consumer , Tell you there's an event , Team draw ,5 Group of people ,2 People win ,3 People don't hit ,

The winner takes the product , Money from participation becomes savings , The amount will be returned in full , Gradually return or participate in the activity again every day to unlock the change ,

Those who don't get the money will be refunded once and for all , Platform reward 10 Yuan a red envelope ,

As a consumer, whether you win or not , All the money involved is returned , Take the product in , Those who don't win will get red envelopes , Would you like to take part in the activity ,

As a merchant , Tell you 2 Five products lead to five consumers , Not only does it not lose money , And money to make , It can also sell quickly , drainage , It can also build brand awareness

The shopping fund is a marketing game for the platform as a group of users to accurately lock customers , The shopping fund award means that the winner will give the same value of the shopping fund while obtaining the product , The shopping fund is gradually released , It can be used as change , The premise of release is to unlock the next puzzle ,( notes ） As long as the winner has a shopping Fund , Whether you win or not, you can unlock it , Similarly, inviting friends to join the group can also speed up the release of the recommender's shopping Fund , Friends participating in the group can also be released if they have a shopping fund , In a word, the shopping fund can be understood as the savings stored on the platform

Two 、 New pre-sale shopping rebate （ The live broadcast can be combined to let the anchor warm up the activities in the live broadcast room in advance ）

The pre-sale and purchase mode can be considered as a sales behavior before the product is officially launched , After all, many products are sold by volume , This can help businesses make a pre judgment , It can greatly reduce the loss of R & D and production . Next, teacher Duan from weisanyun will give you a pattern analysis of Gannan navel orange, a famous specialty in Jiangxi ：

The earliest product to enter the market for purchase, we may need 10 Yuan a kilo , If consumers participate in this pre-sale activity at the beginning of the platform activity ,100 Starting from RMB 10 jin , When the number reaches 200 when , The platform will return 5 The price difference of RMB to the user , And so on , Ruoman 2000 People will return ten times , A total of platforms are available 50 The return of yuan . here , Consumers are like this 50 Yuan bought 10 Five kilos of Gannan navel orange .

The sooner you spell , The more fortunate , Every new 25 Ginseng and , The platform will randomly select from the total number of participants 1 People are free of charge ！ The earlier you get involved in , The greater the probability of being drawn , And after being drawn , You can still enjoy the margin of subsequent platforms . If consumers are selected for free in the first round , be equal to “ White navel orange , Also received 50 The return of yuan .”

Now let's make a platform for you to complete 2000 The financial situation of the yuan pre-sale group ：

Total platform revenue ：【2000-80（ Free of charge ）】*50（ The unit price ）=96000 element

The origin cost of Gannan navel orange ：2000 people *10 Jin / people =20000 Jin , The unit price cost is 3 element / Jin

Total product cost ：20000 Jin *3 element / Jin =60000 element

Express fee ：2000 people *10 element / people =20000 element

Free of charge & Return to cash ：80 people *50 element / people =4000 element （ Maximum ）

in summary , The total cost is ：96000 element -60000 element -20000 element -4000 element =12000 element

At the completion of 2000 In the case of a group of people , For consumers ： The original price of poor luck 100 element /10 Five kilos of Gannan navel orange , complete 2000 The human group only needs 50 element ;

For lucky people , You can get free tickets ,2000 Human regiment , Yes 80 Free tickets , The sooner you get involved, the better , In other words, you are the former 25 One person came in , Yes 80 You can participate in the lottery for free , Until you hit the mark , Otherwise, I will always participate in the lottery , Until it's full ; And you are free of charge , The platform is also full 200 People will return to you 5 element , Full regiment return in total 10 This time, that is 50 element ;

3、 ... and 、 New red envelope shopping rebate mode

platform / supplier / Offline businesses Upload products , Set the red envelope for interest transfer —— Consumer selects product , Launch a shopping campaign —— Consumer defined ： The number of group members , Number of winners , In the form of red envelopes （ Random / Divide equally ）, Form of activity （ Open / Private ）—— Sharing fission —— Group lottery —— Winning users ： Get the product / Unsuccessful users ： Full refund —— All participating users ： Divide up the profit red envelope

give an example ： platform （ supplier / Offline businesses ） Upload a 99 Yuan's products , At the same time, set the profit giving red envelope 10 element

A Users participate in launching group activities , Customize ： Set up 3 Human group ,1 Products among people , Participating 3 People divide up at random 10 Yuan a red envelope , Share with friends B,C 3 When people get together , among B Win the prize

A return 99 Yuan for the group , You can also get a random red envelope

B payment 99 Yuan takes away the product , You can also get a random red envelope

C return 99 Yuan for the group , You can also get a random red envelope

This marketing application , My personal understanding is to “ Make profits for users ” Operation oriented , The way to let consumers participate in the activities with rules set by the platform before , Turn to defining the rules yourself , Experience the red envelope fun and sense of participation brought by the new social e-commerce , It also makes consumers more active to share

Four 、 New blind box e-commerce rebate mode

How do consumers initiate blind box activities on the platform ？

（1） A consumer must have a blind box voucher to initiate a blind box campaign ; Consumers need to pay for initiating blind box activities ：30 element +69 Blind box coupon , This activity has 24 A blind box , There will be value in one of the blind boxes 99 Yuan's products （ Two roles , A person who initiates a blind box campaign , A blind box opener ）

（2） The opener needs to pay for each blind box opened 5 element , Open the blind box for unlimited times

How consumers get 【 Blind box coupon 】？

（1） Become a platform seed user , The platform is aimed at the former 1000 Seed users , Free gift for each person 100 The blind box coupon .

（2） Participate in blind box activities , Open the blind box to get

So how to make consumers willing to initiate and open blind boxes ？

（1） Open the box every time consumers spend 5 Yuan Kai primary blind box , Then those who initiate blind box activities can obtain 4.5 element

（2） If the opener is in the 7 Secondary opening middle blind box , The initiator can get 31.5 element ;

（3） If the opener is in the 24 Secondary opening middle blind box , The initiator can get 108 element

（4） Open the blind box if it is opened , Can choose 198 The blind box coupon ; If it doesn't open , You can also get 99 The blind box coupon . If consumers who open the middle blind box don't want to 198 The blind box coupon , You can pick up the product , be equal to 5 Yuan on “ buy ” When it comes to value 99 Yuan's products .

The unspoken rules of activities ： To ensure that the initiator of the blind box has money , So the first seven blind boxes will not win the prize , Then subtract 30 The expenditure activity of RMB will be in 7-24 Random winning in the blind box , Then the income of the initiator is 1.5-78 Yuan between

Promoters ： Recommend participation , Wait for the reward

（1） It is recommended that every time the initiator successfully initiates a blind box activity , The platform takes out 10 Yuan as a reward for distribution promotion

Direct referrer ( Promoter ) Can be obtained 4 element ; Team leaders can get 6 element ;

（2） It is recommended that participants pay 5 Yuan Kai primary blind box , Can be obtained 0.5 element .

Platform revenue ：30 Income of yuan — Product cost —10 Distribution reward of RMB , A product drain 24 Consumers

A good business model design scheme is necessary to build a platform , This is also the key to platform operation , First of all, the pattern design must comply with the law , Then the second is to think from several aspects , such as ： drainage , conversion , Retain , fission . We should think from these aspects . What kind of marketing model is used to promote and guide users , And then how to make users purchase and convert , Even keep it on the platform to continue the purchase and transformation , Finally, how to split more users , These steps are very critical .

Headlines focus on ： Business model planning Lao Duan invites you to discuss the social e-commerce model , Quick people seize wealth and business opportunities in one step

This article is original , Reprint please indicate that it is from ： Business model planning old section . Editor ：D-X-M_9221

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