This is the best time for consumers
There is no doubt that this is the best era for consumers.
Take, for example, the fact that I bought a cashmere coat online after the temperature cooled down a few days ago. I found that in the same kind of cashmere coat, the ** and materials of each family are rolled to the extreme. In the end, what drove me to place an order was that a certain brand was equipped with an additional cleaning service and promised to pick it up and deliver it at any time. Not only high-quality, cost-effective products, but also intimate after-sales service, but also emotionally "respected" and "he understands me" feelings-Consumers have such high standards, but there are always brands that can do it.
But on the other hand, this is also a difficult time for brands. Because for them, it is no longer enough to make high-quality products, but also to provide experiential services. It's more important to be there where consumers can see it.
Being able to meet the needs of "function + service + maximum proximity to users" at the same time, private domain has become the best choice for many brands. But there are also difficulties in doing private domain. At present, a large number of brand private domains have quantity but no quality, and there are many groups, but they have not been able to bring business growth.
Not long ago, I was invited to participate in the 2023 Practical Entrepreneur Summit co-organized by WeCom and Harvard Business Review, and found that although it was as difficult as everyone else, there were many brands that survived the test and made the private domain prosperous. How do they make money in the private domain? Next, we will take specific questions and look for answers in specific cases.
Those who get private domain KOC get influence
2023 has passed. Whether it is a sauce-flavored latte that sells 100 million in a day, or the Huawei Mate 60, which is far ahead and sold out when it goes on sale, it fully illustrates:In the era of a serious surplus of ordinary goods, explosive products are the key to a good brand life.
But where do the explosives come from? Good products are just the foundation, and in the era when the aroma of wine is also afraid of deep alleysBrands also need to really detonate the market through out-of-the-circle content marketing.
But what about content marketing? Being on TV, advertising, and celebrity endorsements were the ways of the previous era. Many of the popular models in recent years are so-called "tap water" marketingThe starting point is the spontaneous promotion behavior of users such as user praise and user posting, and then after a round of self-fermentation by netizens, the brand has formed the influence of the general trend.
The marketing effect of "tap water" is outstanding, but the difficulty lies in the difficultyThese "tap water" are scattered among the people, how to mobilize them, and how to use them for brands?
In fact, some leading companies have explored replicable methods. For example, the well-known MINISO created sales miracles one after another last year with explosive products such as Barbie, Loopy, and Master Floral Aromatherapy. When it comes to content marketing, he takes a different approach -Use WeCom to operate KOC, distinguish KOC users from tens of millions of private domains, organize them, and operate them separately.
MINISO used WeCom to import more than 39 million consumers from offline stores into the private domainAnd more than 50,000 KOCs were recruited from it。These KOCs have both purchasing power and a desire to share – they not only generate more purchases, but are also willing to share their products and experiences.
There are more than 50,000 KOCs, accounting for nearly one thousandth of the more than 39 million users. But in the past two years, they have helped MINISO produce products in Xiaohongshu, Douyin, and Moments4,000,000 pieces of content, obtained 1.7 billion **, saving more than 40 million marketing expenses for the brand.
Many companies also want to use the power of KOC to do content marketing, but they don't dare to do it, or find it difficult to stick to it after doing it, and quickly give upAmateur KOC is not easy to control, and it is extremely difficult to organize and operate.
The first problem to be solved by MINISO is the problem of KOC's enthusiasm. Many KOCs in the private domain post a note, and after the freshness has passed, it is difficult to continue to produce content.
To this end, MINISO has built a set of KOC grading system. Specifically, all KOCs form a pyramid, with junior KOCs who publish one or two pieces of content at the bottom, intermediate KOCs who continue to create in the middle, and senior KOCs who make explosive content at the top. Different levels of KOC enjoy different levels of rights, and if you want to have more rights, you need to continue to produce good content.
It is worth noting that the rights and interests of MINISO are designed very carefully, not simple coupons and souvenirs, but exclusive privileges of KOC. For example, intermediate KOCs can enjoy the benefits of early access to new products. Take Loopy, which exploded some time ago, as an example, when MINISO and Loopy launched a joint new product, it was quickly sold out because of the explosion. Many ordinary users like me have gone to several stores and failed to buy them. But as early as a week before the sale, the KOCs of MINISO have received the most ** loopy. The fresh and exclusive rights and interests have completely stimulated their desire to create, making emojis, unboxing**, fancy second creation and other content pouring out one after another. In the end, these notes and ** content not only appeared in the community and circle of friends, but also spread on Douyin and Xiaohongshu, planting the "seeds" of popular models for MINISO.
At the same time, only the quantity of content is not enough, and the quality of content is also the key to detonating the product.
The MINISO team has done two things to improve the probability of "popular content": on the one hand, it has built an exclusive community for senior KOCs through WeCom. In the community, the masters compete with each other, sharing the traffic rules of different platforms and the whimsical content ideas. On the other hand, brands enter the market and provide good content topics to private domain KOCs。For example, the operation staff of MINISO found that the challenge of "blind box weighing" was popular, and immediately passed this idea to the KOCs in the enterprise micro community, encouraging everyone to identify the image in the blind box through weighing, and make strategies to share with more users. Unexpectedly, the content of this topic exploded, and the enthusiasm of KOCs was ignited, and their enthusiasm for creation was high. MINISO's new blind box products have gained a large number of ** on social platforms.
The official will also send the notes created by the private domain KOC to the private domain group and circle of friends, so that 39 million private domain fans can see it and help the private domain KOC increase its fans.
The real increase in followers, likes, and reading data is a shot in the arm to encourage private domain KOC to continue to create.
Seth, a marketing expert. As Gao Ting mentioned in "Licensed Marketing", successful marketing activities have a pattern - their content is approved and approved by users. On the other hand, MINISO starts with the end in mind, uses the real "user permission and approval" as the starting point of the content, and organizes and motivates KOC through the enterprise micro community, so that the emergence of popular products is no longer accidental. This is an idea that many companies can learn from in 2024.
Private domain, compound interest of trust
Of course, like MINISO, there are only a few big brands with user resources and experience in explosive products. There are also thousands of micro, small and medium-sized enterprises and small community shops in ChinaWhen they face multiple competition from large supermarkets, online shopping channels, communities, and live broadcast platforms, they can't be toughHow can you find your own living space?
The mother and child chain brand Ubibear, which is located in Foshan and has only more than 20 stores, gives the answer that ——Service, trust
In the private domain, the relationship between enterprises and consumers is not a one-time buying and selling, but:Long-term friendships mean that trust is cumulative。Brands can make their services nuanced through private domainsInIn the day-to-day service, the "compound interest of trust" is formed。Just like Warren Buffett's "snowball" theory, when the snowball of trust is getting bigger and bigger, no matter how small a company is, it can gain its absolute advantage.
How to accumulate "compound interest of trust" through private domain? Ubibear's thinking is simple and unpretentious.
The first is to be closer to the user and serve more carefully. In the past, users were not satisfied with the products they bought, and they could return and exchange them at any time. With the private domain of Qiwei, consumers can enjoy more convenient services, only need to guide the purchase and send a message, not only can solve the problem on the first, but also can immediately enjoy the door-to-door service.
The second is to understand the user better. In the past, a qualified clerk had to recognize at least dozens of customers' faces, and customers had to call their names as soon as they entered the door, remembering what products they preferred, what characteristics the baby had, whether they were allergic to something, and so on. This sense of familiarity will allow mothers to quickly establish trust in the store, and attentive and sincere service is always nirvana.
*, it is also necessary to establish and continue this sense of familiarity. But it is not enough to rely on the "memory" of the shopping guide, because there are more users of online services, and they often can only see a WeChat name and avatar, and they can't even match their faces. How do you build a sense of familiarity?
Ubibear uses corporate WeChat to label every mother and carefully record the situation of every mother. It is detailed to what milk powder the child eats, what things are allergic to, what are the requirements of the mother, whether to speak Mandarin or Cantonese, etc. According to the label to provide a service plan that meets the needs, the shopping guide has changed from a pure "salesperson" to a "mother and child consultant" who understands the user better.
Don't underestimate the compound interest of trustThe more trust consumers have, the easier it is to do business.
For example, a small community store like Ubibear,After accumulating enough trust, it has solved the classic problem of the maternal and infant industry. In the past, as the baby grows up, the demand for maternal and infant products will naturally disappear, and the life cycle of users in the industry is almost only two or three years. If the new population is uninterrupted, this is nothing, but as the incremental population becomes smaller and smaller, maternal and infant brands are facing the problem of how to transform and achieve new growth.
But Ubibear has solidly completed its own transformation. Because in the private domainOld customers trust Ubibear enough, and Ubibear's business is not limited to selling maternal and baby products, but also developed baby swimming, children's massage services, and even sold household goods, as long as it is a Ubibear product, old customers are willing to understand, try, buy. A large number of mothers have been in the private domain of Youbichon for many years and are still consuming.
As you can see from the case of Ubibear, the service we have been emphasizing does not have to be very special, but can also be a trickle-down. Every good service will accumulate a trust for the enterprise.
The "compound interest" brought by this trust has also been reflected in the leading brand of the national wolfberry industry, Bairuiyuan.
When it comes to goji berries, many people think of products sold in supermarkets and grocery stores. For a long time, the entire wolfberry industry has been suffering from involution competition for a long time because of the general perception of low prices. There has even been a situation where "bad money drives out good money".
In order to get rid of the shackles of low-price and low-quality industries, Bairuiyuan has launched high-quality products positioned at the high-end.
But the same wolfberry on the shelves, most of the brands are sold very cheaply, BairuiyuanHow to convince users that their products are better quality and worthy of a good **? Also through the private domain.
Through the circle of friends of Qiwei, Bairuiyuan continues to show the production process of wolfberry that consumers can't see, including how organic wolfberry is grown, how to process fresh wolfberry, etc.
With the knowledge popularization in the private domain, Bairuiyuan allows users to understand the best in the product and dispels users' doubts about it. The user's trust and favorability of Bairuiyuan have been greatly improved, and the repurchase rate and customer unit value have also increased.
The out-of-store experience, a new continent
Even though online retail is already well developed, many brands are still opening experience stores and adding experience facilities. This is because a good experience can not only drive users to pay immediately, but also make it easier to bring about repurchase and fission.
But if the brand just makes the experience store more luxurious, and then opens a big bus to pick up customers, it is a big mistake. We can no longer use the style of the previous era to do the things of this era.
Because of the experience of this thing, it is easy for users to do it well when they try the product in the store and communicate face-to-face with the store staff. When users finish buying things and leave the store, the enthusiasm for brands and products brought by real experiences will gradually fade.
In this era, it is necessary to let everyone leave the store, have a sense of experience, and maintain enthusiasm for brands and products. Decathlon, known as the "Happy Hometown" and "Straight Men's Paradise", provides a solution to the problemThrough WeCom, we can do private domain to make up for the experience of consumers after leaving the store. In daily life, it continues to ignite the user's enthusiasm for sports, so that the sports equipment that is most likely to eat ash can also be renewed every day.
First of all, Decathlon has found a "sports partner" for users with the help of the enterprise and micro interest community. In terms of specific practices, he will form corresponding interest communities (such as running groups, fitness groups, and cycling groups) according to different sports (such as running, fitness, and cycling). In the group, users can discuss products, talk about the experience and experience of a certain sport, and even bring friends to form a sport. In this way, the user's enthusiasm for sports can be continuously awakened.
Then, Decathlon did the second step, which was to organize regular group activities. In each interest group, there is a dedicated group owner, who is from the store and is known as the "sports ambassador" in Dekai. The "Sports Ambassadors" will not only organize group activities regularly and provide logistical support, but also be responsible for taking pictures and recording for everyone. A series of interest activities and considerate services make Decathlon the best offline club. In the past year, Decathlon has held more than 10,000 events and mobilized more than hundreds of thousands of users across the country to participate.
By integrating the experience into the daily life of consumers, Decathlon has realized the transformation from selling products to selling sports experience, and has also gained tens of millions of loyal fans. And after many customers joined Decathlon's private domain membership, they also ignited a continuous enthusiasm for sports. From camping and cycling to frisbee and roller skating, there are more and more sports that people love, and new buying needs are also generated. Therefore, compared with ordinary members, the unit price of private domain is three times higher.
The private domain is the real core asset
Over the past few years, the consumption environment has changed several times, and it seems that it will not be long before everyone has to discuss "which field is worth investing in?" "What are the core assets of a brand in an uncertain environment? ”
In fact, most of what we used to think was essential to a brand is gone. Now, a large number of customers don't need to be face-to-face to do business. The digital assets and credit assets accumulated by the brand in the private domain have evolved into real core assets.
However, a good private domain is not formed overnight, but comes from continuous and stable investment. The value of the private domain is weak at first, but after it becomes a trend, it is unusually firm.
If you want to make money in the private domain, you can create a benign mechanism like MINISO, so that the brand and the private domain KOC can deeply co-create, mutual benefit and win-win; It can also be like Bairuiyuan and Ubibear, close to consumers with high-quality services, and irrigate a soil of trust; Of course, you can also learn from Decathlon and use the online private domain to make up for the shortcomings of the out-of-store experience, so that consumers can be more loyal to the brand ......
Private domain is full of opportunities, so start investing now.
Editor: Xia Zhouzhou.
Editor-in-chief: Shen Shuaibo.
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