How can brands rely on KOC content marketing to create popular products?After consumers leave the store, how to do a good job of service and amplify the influence of the brand?On December 19, WeCom held a special session of the 2023 Practical Entrepreneur Summit in Shanghai. The summit focused on the consumer industry, and digital pioneers from multiple sub-sectors shared their experience in innovative growth, explosive manufacturing, and private domain operations.At the scene, Xiang Shuai, a well-known financier, shared her observations on the consumer industry. She believes that entrepreneurs in the changing consumer industry can seize the following opportunities:Amateurs are valued in marketingkocThe power of communication to create explosive products;Products from the chase of functionality to the chase of emotional value;Seize new growth opportunities for the rise of the community economy;Strengthen emotional connections in management to retain good employees.
Enterprises have shifted from flood irrigation to refined operations
Li Zhifeng, vice president of WeCom, told reporters that the epidemic has advanced China's digitalization process by 3 to 5 years, and the way enterprises interact with customers is also evolving towards digitalization. At the same time, he also saw that in the case of more and more transparent information, it is becoming more and more difficult to make sustainable and high-profit growth in operation by relying on traditional ways of brushing traffic, and enterprises are gradually developing from "flood irrigation" to profit-maintaining and refined business direction.
In addition, Li Zhifeng also observed that after the recovery of the epidemic, everyone's private domain operation has not decreased but increased, and some companies have also set up special departments to do private domain operations, and the proportion of revenue brought by private domain is also increasing. "WeNow the private domain operation is summarized into four types, service-oriented, welfare-oriented, interest-oriented and operational. ”
According to reports,Service-oriented products mostly occur in the automotive, medical, and home improvement marketsIn areas where interpersonal services and high-unit price services need to appear, enterprises will direct online or offline customer service to WeCom to do one-to-one service and reach, which can retain consumers and increase the frequency and richness of their purchasesThe welfare type is more common in enterprises with a large fan baseThese companies need to operate at scale and in a holistic manner, and they often use private domain groups to reach consumers efficiently and quicklyInterest-based operation is through the holding of brand activities and the formation of interest communitiesto create a strong correlation with consumers;Operational operations mostly occur in e-commerce, education and training, and insuranceIn other industries, enterprises will complete the key links of customer acquisition, service, and conversion, and add users to WeCom to serve and facilitate transactions after getting customers through online advertising.
Decathlon is a typical practitioner of interest. Xiao Lu, Executive Vice President of Decathlon China, said that among sportswear brands, there is a strong correlation between customer experience and purchase rate. "Sports products will only be chosen if they have been fully experienced, we have researched, experienced and not experienced, and the difference between customer purchase rate is more than 5 times. ”
But Xiao Lu also observed that the experience of sports equipment cannot be done only in the store, because for many athletes, the most likely thing to happen to sports equipment is to "be bought home and eat ashes". In order to ignite users' enthusiasm for sports after leaving the store, Decathlon chose to make up for the shortcomings of the check-out experience from online private domain operations. It is understood that in the private domain, Decathlon will set up interest group chats for different sports, such as running groups, cycling groups, etc., and let customers move through knowledge sharing and activity organization. Decathlon has more than 80 types of sports, whether it is land rushing or paddle boarding, customers can find "like-mindedness".
In addition, in order to provide customers with good services and improve efficiency and reduce the burden on first-line stores, Decathlon headquarters will plan high-quality content and activities in a unified manner, and push them to stores across the country, and stores can organize activities through marketing tools such as content material library and poster template library in WeCom. At the same time, the excellent community operation experience of some stores will also be sorted out into SOPs by the headquarters and promoted to other stores across the country through WeCom.
Mobilize shopping guides to do private domain direct access to consumers
Yili's operation is a typical "distribution model", that is, more than 95% of the business covers millions of terminal stores through channel partners, so as to ultimately serve consumers. In the survey, Yili, which wants to do private domain operation, found that if it relies purely on channel partners to do private domain, it is equivalent to a simple repetition of the past model, and it is difficult to achieve direct and in-depth interaction between brands and consumers. If you give up channel partners and do centralized DTC (direct-to-customer) operations by yourself, it will also have a huge impact on the current distribution system.
Shang Zhihu, general manager of Yili Group's digital technology center, observed that in the process of exploring private domain operations, shopping guides can assume the role of connecting consumers and brands. The shopping guide not only serves the channel but also the brand, and serves the consumer。The shopping guide sells the goods in the store, which not only helps the channel to speed up sales, but also helps the brand serve more consumers.
In the end, Erie chosenMobilize tens of thousands of shopping guides across the country to do private domain operations。Specifically, the shopping guide uses the ** activity to gather consumers in the enterprise micro community, and then does "online home" in the community, recommending Yili product links and activity links to consumers in the stores they are responsible for. Secondly, the private domain attracts traffic to the store through the issuance of coupons, which attracts many repeat customers to return to the store to generate joint purchase behavior. In addition, it was revealed that Yili also made its own group applet "Yi No. Tuan". Put the products with a large amount of inventory on the shelves in the form of ** to the "Yi No. Group" to open a group for sale.
On the health food track, the wolfberry brand Bairuiyuan also uses private domain operations to communicate deeply with users. Hao Xiangfeng, chairman of Bairuiyuan wolfberry, has been rooted in the wolfberry industry for 20 years, and he found that in order to make the sales ranking higher, the entire industry is fighting a first-class war, and Bairuiyuan has also been involved in the first-class war, and has lost more than 20 million in a few years. "Why are agricultural products generally messy?Because the threshold is too low, farmers can also sell what they grow, and enterprises can also sell large-scale products. In the past few years, because wolfberries have been sold too cheaply, mainstream people don't even dare to eat them, like e-commerce fighting a pound of wolfberries 99 yuan, as a health care product 99 yuan, do you dare to eat?Our picking fees are not enough, but the industry is vicious competition to this point. ”
Hao Xiangfeng, chairman of Bairuiyuan wolfberry.
In the midst of change,Hao Xiangfeng cut off the low-price drainage explosion with an annual sales volume of more than 100 million, focusing on selling high-quality products, with the goal of making the market accept high-quality and high-quality prices. "I think that companies should think about the problem from another perspective: we can't compare with **, we have to avoid this to reposition our brand and serve the high-end crowd, if the mainstream people don't eat wolfberries because ** is too cheap, the industry has no future, we have to find our target group. ”
In order to let users know what is good about the product, Braiyuan has in-depth communication with customers through the private domain, so that customers can know the advantages of Brax's products. At the same time, in order to allow customers to develop the habit of not being idle and using it for a long time after purchase, Bairuiyuan chooses to go down to the store, so that the shopping guide with the qualification of "nutritionist" plus the customer's WeChat, teaches customers how to eat in the private domain, and reminds them to eat on time. It is understood that through the operation of the private domain of WeChat, Bairuiyuan has gained more "fans", and its performance will increase by as much as 50% in 2023.
Create a hit through content marketing
Xiang Shuai also observed that now the trend of consumption has changed, the manufacturing point of explosive models is becoming more and more grassroots, and the detonation cycle is getting shorter and shorter. This requires companies to pay attention to the role of KOC, and at the same time, they must adjust the timing of launching popular marketing content to keep up with the rhythm.
The idea of MINISO choosing to create popular products is to embrace amateurs in the private domain to create popular content and marketing. In 2023, MINISO confirmed its strategic positioning as a "lifestyle brand featuring IP design", and the most important transformation is to transform from a "retail company" to a "content company" driven by interest consumption.
At the summit, Liu Xiaobin, vice president and chief marketing officer of MINISO Group, revealedExplosions are triggered by content marketing。It is understood that MINISO recruited 50,000 KOCs among the 39 million WeChat private domain fans, and produced 4 million pieces of content based on this, bringing 1.7 billion ** volume. For example, the MINISO popular loopy doll this year, before the sale, the staff sent a unique product to the relevant KOC, and they have released unboxing**, fancy second creation, emojis, vlogs and other content in Xiaohongshu, Douyin, and Moments, and many of the content have become popular models, and they have also made a new product warm-up in disguise.
Liu Xiaobin, Vice President and Chief Marketing Officer of MINISO Group.
In order to motivate KOC to continue to create high-quality content, MINISO has also built a hierarchical incentive system. In order to create more popular content, MINISO, as a brand, will also look for "traffic passwords" with KOC, and will also encourage KOCs to stimulate each other, and invite KOCs who have published many popular content to become "teaching teachers" to share and exchange creative experience with each other in the enterprise WeChat group.
Liu Xiaobin gave a case of the challenge of "blind box weighing" at the scene. "'Blind box weighing' is that the master uses a portable electronic scale to weigh the blind box in the Mingchuang store, and identifies which image is in the blind box by weighing, and makes a strategy to share with more blind box players. After we gave this idea to KOC, everyone found that this type of content exploded one by one, and the enthusiasm of KOCs was ignited, and everyone's enthusiasm for creation was high, helping us to achieve a large number of new blind box products in the short term, and then break the circle to attract more new customers in the blind box category. ”
Written by: Reporter from NanduLin Wenqi