How did Luckin come back to life?
Editor’s note: This article is from the micro-channel public number “Operations Research Society” (ID: U_quan), Author: Li Yan, Design: collar.
Since Luckin’s thunder last year, I thought this brand would disappear soon.
As a result, not only did it not get out, but it continued to expand and even started to make a profit? ? ?
Picture source Winshangnet
After further understanding, I found that Ruixing has been cultivating private domains after the thunderstorm last year, and has done a new round of expansion through the WeChat community, and has done quite well.
In this article, let’s take a look at the secrets behind Ruixing’s private domain operations.
01
Online and offline multi-touch drainage
How good is Ruixing’s private domain?
Data shows that since Ruixing became a private domain, the community has contributed more than 35,000 cups of orders per day, and reminded more than 100,000 cups of orders through in-group information. After users joined the group, the monthly consumption frequency increased by 30%, and weekly repurchase The number of people increased by 28%.
If you want to make a private domain, the first step is to make the user’s basic disk.
So where does Luckin’s private domain traffic come from? There are mainly the following channels:
1)Secondary diversion of own traffic
To conduct online drainage for the community, existing users must definitely use it. Before doing community operations, Luckin has accumulated a large amount of private domain traffic through fission activities such as “invite friends for a free drink”.
① WeChat public account
The most convenient way to conduct online drainage for the community is definitely the official account that belongs to the WeChat ecosystem.
According to third-party tool monitoring, the number of fans of Luckin Coffee’s official account is more than one million, and the headline reading volume is 10W+.
So, on the one hand, Luckin will publish tweets to attract coupons from the group from time to time.
On the other hand, in the menu bar of the official account, Luckin has also set up a “Group Entry 4.8 Discount Coupon”, and when the user clicks, it will also come to the interface of scanning the QR code to enter the group receiving coupon.
In addition, Luckin’s private domain traffic still has a lot of precipitation on APP and small programs.
In order to introduce these users into the community, Luckin frequently uses “3.8 discount coupons” on the Mini Program Store and APP pages to guide users to add “Welfare Officer” WeChat.
After adding the WeChat account of the welfare officer, users will receive a link to join the group from the welfare officer: In this way, Luckin will not only deposit users on its own corporate WeChat account, but also lead them to the WeChat group.
2) Drain traffic through online social fission
For users in the community, Luckin’s group robot will issue a fission applet from time to time every day, and every time users invite two friends into the group, they can get a 3.8% discount coupon.
3) Store drainage support
Luckin has more than 4,000 offline stores across the country. Since it is necessary to attract traffic, the store is of course indispensable.
On the one hand, Luckin will display an eye-catching QR code menu in the meal picking area to remind users waiting to pick up coffee to scan the code to join the welfare community to receive a 48% discount coupon.
On the other hand, the clerk will also conduct speech guidance:
For example, when making a payment, the clerk will ask you if you have joined the WeChat group. Community users can place an order after receiving the coupon in the group; if not, the clerk will strongly recommend you to join the WeChat group.
During the conversation with the store clerk, I learned that many stores will also include guiding customers to join the group into the assessment criteria.
02
Through the community to undertake traffic, cultivate loyal users
After the traffic is directed to the community, the second step is to use the community to bring the novice users into the growth period and reduce the loss of users.
1) Based on geographic location, perform refined operations
The biggest feature of the Luckin Coffee community is LBS (location based services), which is the differentiated operation of the store community.
When you scan the code to enter the community, the system will automatically identify nearby stores and recommend the corresponding community; you can also choose the community you want to join:
Because each group has different geographic locations and different target users, promotions and discounts are also different.
For example, bigThe WeChat community near Xuexue often engages in single promotion, and the minimum discount can reach 28%.
Because the consumption level of college students is not high, but they are often more willing to group activities-for example, one person orders a cup of milk tea, the whole dormitory will follow; this way, although the discount is large, the delivery cost is also lower.
In addition, there are also students-only new products in the campus store-self-study Bobo milk tea, get out of class pudding milk tea, and dormitory coconut milk tea.
From this small detail, it can also be seen that Ruixing’s private domain operations are really quite refined.
2) Join the group and enjoy benefits, so you can experience “Aha Moment” in a shorter time
After the user scans the QR code to enter the group, the lucky robot will immediately send a welcome message to the user to inform the user that the 4.8 discount coupon has been issued, and the user only needs to check the account in the account.
In this process, there are three cautions:
First of all, users can receive a welcome message as soon as they enter the group. This welcome message allows users to more intuitively feel the value of the community, such as exclusive activities and exclusive offers in the group.
Secondly, users can get a 4.8% discount coupon immediately after entering the group, allowing users to complete their first purchase as soon as possible.
Finally, the coupons are automatically credited to the account and do not require manual operation by users. Luckin wants every user to get the coupons, so that as many people as possible become their potential users.
For Luckin, this process can help users feel the “Aha Moment” of the product as soon as possible (huh? This thing is not bad!) and precipitate more new users.
In addition, there is a limit to the use time of the group benefits coupon, if it is not used within three days, it will automatically expire.
Therefore, in order to avoid waste, many users will consume coupons within a limited time, greatly shortening the conversion time of new users.
3) Rhythmic group pushes, bringing users into a mature stage
In Ruixing’s community, there are several regular pushes every day:
At around 8:30 during peak work hours, the welfare officer will send an invitation like “eat breakfast together” in the group, and add a beautiful breakfast picture to create a reasonable consumption scene for users and stimulate users Place an order.
In addition, the welfare officer will also give out 15 yuan discount coupons without threshold at 12 noon during the lunch break. The number is limited, and the slowness of the hand is gone. It is not always necessary to squat every day like me. Can get it.
About three o’clock in the afternoon-the peak of afternoon tea, the welfare officer will push some nutty snacks and refreshing coffee…
At this time, you will find that the coupon you grabbed at noon has not been used up yet, so you can buy it directly.
The welfare officer sends these notifications in the group rhythmically every day, the purpose is to promote the consumption of new users, so that their consumption times reach the magic number as soon as possible.
What is a magic number?
In the development of the Internet, people have discovered that when a new user has a certain number of behaviors in a certain period of time, it will be more likely to be led to a mature user.
For example, Luckin’s welfare officer sends me an invitation to “American coffee with breakfast” every day. Occasionally, I will place an order several times.
After placing more orders, maybe I developed the habit of eating breakfast and drinking coffee at Luckin, and kept repurchasing. At this time, I became a mature user (no guidance needed, Automatic consumption).
4) Irregular community activities to increase user stickiness
“‘S eye-catching poster.
What kind of event is this?
According to the rules, Luckin prepared 10 LV bucket bags every month during the event. You can participate in the lottery as long as you accumulate and consume 3 cups.
Luckin deliberately pulled a progress bar at the bottom of the poster. When you place an order for a drink, the progress bar will show that one cup has been consumed, and there are still two cups left to participate in the lottery.
At the same time, you can also see the news that other users have drawn LV on the interactive page, and you can’t help but imagine that you can also get a limited edition of LV.
In this way, users’ motivation to place orders is greatly enhanced, and the repurchase rate naturally rises.
2) Match recommendations to increase the amount of consumption per order
Whenever you choose a drink and enter the shopping cart page to prepare for checkout, the mini program will automatically pop up the premium purchase page:
The mini program will automatically match the corresponding desserts for you, buy them on this page, and only need the usual 5-60 discount.
As a result, many users are prone to impulsive consumption out of the psychology of picking up the bargain, and the single consumption amount has inadvertently increased.
3) PassedCo-branding and blind box to stimulate user consumption
Finally, Luckin will also stimulate user consumption through cross-industry co-branding with various brands.
For example, launching a coffee co-branded credit card with Shanghai Pudong Development Bank:
As long as the new user spends more than RMB 66 by swiping the card in the first week, he can receive 3 coffee coupons in the second week, and he can also enjoy the benefits of half price for some delicacies and red envelopes in the lottery.
For example, co-branding with QQ to create an offline theme store:
Penguin dolls can be seen everywhere in the store, and there are avatars of early QQ on the wall. As long as users enter the store, they can hear the classic QQ prompt sound, which attracts many downstream users to enter the store for consumption.
Recently, Luckin and LINE FRIENDS have formed a blind box joint name.
Users who purchase Luckin’s “Sakura” series cups will randomly get a blind gift box from LINE FRIENDS, which contains a limited number of dolls worth 69 yuan.
From the perspective of page sales, this event has attracted many LINE FRIENDS fans and blind box lovers to place orders.
04
Conclusion
Finally, we can make a summary of Ruixing’s private domain operations:
Although Ruixing’s previous “sao operation” is not advocated, its play in private domain operations is still very worthy of our learning.
After all, Rui Xing is also the first family to come back to life after such a big thunderstorm.