How to Run A B2C Online Community in China
- On October 10, 2020
- B2C online community, B2C wechat community
In today’s digital age, we may face some questions like this,
- What is a community?
- What is the core of social marketing?
- How does traditional retail use self-media traffic to reach customers?
- How to build an online community around traditional stores and conduct business operations?
1. What is A Community?
Let’s first use some cases to understand the hotter communities in China in recent months:
1. Luckin Coffee
1.8 million private domain users contribute more than 35,000 orders every day. Promote orders for more than 100,000 cups through information reminders in the customer group. It took only 3 months to reach this goal, and more than 60% of them were active users.
After users join the group, monthly consumption frequency will increase by 30%, weekly repurchase number will increase by 28%, and MAU will increase by 10%. At present, the contribution of private domain orders has become the third largest channel, surpassing the third-party delivery platform channels. The first is APP and the second is WeChat Mini Program.
Ruixing Coffee has more than 1.8 million private domain users, of which 1.1 million users have joined more than 9,100 user groups organized around stores. Every month, the number of people in the group is increasing at a rate of more than 600,000.
2. LACESAR PIZZARIA
LACESAR PIZZARIA, a local pizza brand founded in Shenzhen, has accumulated 300,000 customers through the corporate WeChat + community model since March. The frequency of repurchase within 3 months has increased from 1.3 to 1.5. The repurchase rate increased from 19.1% to 29.4%, and the customer unit price increased from 98.9 yuan to 104.3 yuan.
2. Community Model
The community is actually an operating tool or method of operation. The community combines private domain traffic to achieve business goals through various operating methods. Common community models are:
- Community-e-commerce-distribution-member model: the core lies in distribution.
- LBS + community + time + private domain: the core is to retain users and activate users.
- Content community-habitual access-fission model: the core is fission. This is a consumption model with the lowest cost, the greatest profit, the shortest consumer decision chain, the craziest fans, and the highest brand premium ability.
Each model is based on community + content. High-quality social marketing is not a single existence. The community itself is not important, the important thing is to operate the community model well.
The right social marketing model often combines the four elements of a high-quality content marketing system, popular products, virality, and a huge private domain traffic pool.
3. The Advantages of The Community
The advantages of the community are as follows:
- Have natural social and emotional attributes;
- Able to achieve high-efficiency and high-frequency access to users, which is convenient for instant interaction;
- Low cost, easy access, automatic diffusion.
Based on these advantages of the community, the community carries different values in each mode. Digging into its essence, each community uses the carrier of “community” to design a set of online operation marketing models that meet business needs and capture user psychology, so as to accurately and efficiently “reach” customers repeatedly. Reach the goal of increasing sales.
4, The Core of Social Marketing
Frequent “reach” is actually the core of social marketing. Whether it is offline business or online business, “reaching” customers with high frequency is a very important link, because only by constantly contacting customers can we have a chance to win customers.
- Reaching customers with high frequency is the prerequisite for transaction
- The way to reach customers is based on a more efficient network
5. China WeChat Community Operation
Mobile Internet occupies 30% of people’s daily time. When Chinese people spend an average of 4 hours a day on WeChat, our way of reaching customers has also begun to shift to WeChat.
Reaching customers on WeChat and facilitating the placing of orders has become our “private domain traffic pool”. Private domain traffic in the WeChat ecosystem includes Official Account fans, Mini Program users, WeChat groups, WeChat friends, and Moments.
In the past, offline stores have accumulated a large number of local mobile customers, which can reach customers with strong local attributes in the surrounding area. Establish a WeChat-based network community to form a corporate traffic pool. The “Personal WeChat” with the most effective reach is an important part of the corporate community. These fans happen to be scattered in our employee circle of friends and WeChat friends.
WeChat community helps us to achieve efficient and repeated customer social marketing.
Transfer offline customers to online communities, expand traffic, and feed back to stores, forming a closed loop.
After customers come to the store for consumption, guide them to add the corporate WeChat shopping guide. Customers can get some points, coupons or small gifts. Shopping guides can pull these customers into the corporate WeChat group. Customers who enter the group can share store activity information through Moments, and they can attract more customers to the store and enter the WeChat group through the above methods.
In this way, we can easily collect a group of customers with strong local attributes. We then guide them back to the store to consume, or to participate in the next store activity-closed loop completion.
Large-scale management, refined operation
The customers in the community are not the same. Some are customers who have purchased, some are intended customers, some are loyal customers, and some are high-quality customers who provide high sales. How to distinguish these customers and provide targeted services?
After adding customers with corporate WeChat, you can tag them with customer preferences, shopping habits, age, etc., and understand our customers like old friends. Customers with the same label are pulled into a group for operation. In addition, you can also send messages to customers of the same type based on tags.