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“Today you ignore my love, tomorrow I can’t afford you to climb high.”

I am afraid no one will think before 2020 that this famous saying will one day be fulfilled in Weishang.

During the Spring Festival, the epidemic has caused offline transactions to almost completely stagnate. The original heavy-line brand is difficult to turn around in the short-term, it is miserable.

At the same time, the pressure of a month-long stockpile has made many businesses have a tight cash flow, and being able to sell goods is a life-saving medicine.

As a result, the WeChat that was originally blocked in the circle of friends and blackened by WeChat became the brand’s “life-saving medicine” at this moment.

—— Whether it is “Hetti Ferrari” or “Hetti Harmony”, as long as they can sell goods, those channels, systems, and utterances that were once overlooked are all marketed by major brands, The product operation department pondered over and over again, depending on how to quickly replicate the routine of Weishang and solve the current crisis.

Everything is fine as long as it can be sold. This is the overall victory of the micro-business system.

Enterprises actively “group micro-commercialization”

The shopping guides have quietly sneaked into our circle of friends before your circle of friends was captured overnight by the “WeChat”.

Since the concept of private domain traffic has become popular, offline shopping guides have added new actions-“I add you a WeChat, and then you will be notified if there is a new or active event.” Consumers pay attention to the company’s public account or registered members, and turn to shopping guides to actively add customers ‘WeChat and attack customers’ private areas.

This change is well understood: under the “restraint” of WeChat, both the service account and subscription account open rates are falling and falling, and additional human operations are needed. , Comments immediately order directly?

At the same time, judging by the standards of Weishang, these offline store guides can be said to have natural advantages: they have precise entrances to offline customers, endorsement of official products of the brand, and polished sales throughout the year. Tips …

-Last year, Li Jiaqi, who was in flames because of live broadcasts, was born in offline BA. There is no doubt that the sales skills that have been polished face-to-face by users for many years have been polished.

But until the Spring Festival this year, most of the offline shopping guide actions were at the individual or store level, and the number of companies involved was very small.

In the beginning of 2020, the “black swan” that flew out of the epidemic really made a lot of offline brands’ pains on what is private domain traffic, what is social channels, and what is online customer relationship management.

However, most companies that are able to keep up with and transform as a whole are not suddenly aware of the value of “micro-business” and “private domain” traffic today.

The public account posted a few days ago saying that the group’s parent company officially promoted micro-commercialization. On Saturday, the group has gone online as far as 2017.

Hengda “Hengfangtong”, which shocked the industry because of its distribution performance last weekend, was already launched in 2015, and its users have reached the order of ten million.

On February 10, Hengfang and Hengfangtong launched online distribution incentives, and recommended commissions for transaction rewards are 1% of the total house price.

During the bonus period, these advanced enterprise data are naturally beautiful.

The sales results announced by Evergrande on the 17th are quite amazing: In the three days from February 14th to 16th, “Hengfangtong” added more than 3 million users; customers subscribed for 47540 houses, with a total value of About 58 billion yuan; the largest one was directly subscribed for 870 units.

For Evergrande, 1% of online marketing costs, compared with channel distributors’ 3% to 5% commission points, saves a lot of money.

Another recently launched a distribution systemGXG, a clothing brand, launched a single order “1.1% off for 10 items” from February 9th to 12th, and the total turnover in 4 days reached 10 million.

Early birds have eaten worms, depending on when the latecomers can keep up.

Official end, national merchants

Another manifestation of the nation ’s WeChat is that more people who were originally far away from this circle have begun to join the ranks of “WeChat” that has been scorned.

“I lay at home and made more than 1,000 yuan in January”-On the holiday of “not staying behind closed doors, I don’t add chaos to the country”, some people are bored and crazy, and some people have developed a “second” curve”.

Li Wei, who was originally in charge of brand consulting business in the company, opened a few social e-commerce distribution accounts on big e-commerce platforms before the holiday in order to understand the new online channels. Grocery shopping group.

I didn’t expect that during the Spring Festival, Li Wei made a lot of platform rebates at home by lying on the platform by helping group friends to find discounted disinfectants, gloves, and fast food products on the platform.

Li Wei, who made a small sum of money for groceries, also began to think of long-term operations-although the amount is not high, the time and energy costs to earn back points are really too low, just see If you think a good product is thrown into the group and converted, you can generate a rebate ranging from a few pieces to tens of dollars, and it is more than enough to add a grocery shopping money every day.

Compared to discounts, the rebates obtained by operating your own private domain traffic are real gold and silver that you can see after labor, which is more attractive to ordinary users.

At the same time, for the brand, the same promotion cost is naturally more direct than returning to the CPS of the user than investing in the place where the conversion effect is unknown-not only can you see the conversion effect, but also Enhance user stickiness.

Besides the ordinary white-collar workers like Li Wei who voluntarily joined the distribution, it is also a large number of domestic e-commerce platforms and head brands targeting the business opportunities behind the distribution system.

One of the most well-known platforms is Fenxiang, the distribution system that Jingdong launched last year.

Many people have been drawn into various Jingdong shopping groups in the past six months. The fragrance behind them is the system support.

With Fenxiang, ordinary JD users can also get commission rebates through their private domain traffic. This is a key step for JD, which is currently sinking aggressively-and for consumers in the sinking market, the distribution system with the quality and logistics guarantee of JD system also makes many people more assured.

As a result, JD.com’s sinking matrix is ​​also developing at a rapid rate. According to media reports last year, JD.com has established more than 90,000 WeChat communities through this model, of which 71% are in non-first-tier cities.

In addition to integrated platforms such as JD.com, some vertical e-commerce platforms have also begun to enter the distribution system. In 1919, the direct supply of alcoholic beverages said recently that it has begun to encourage dealers to open online stores, and individuals are welcome to register for distribution.

In addition to e-commerce platforms, marketing SaaS platforms have also launched distribution functions, allowing brands to directly distribute on their own channels. Behind traditional platforms such as Saturday and GXG, in fact, are the technical support provided by SaaS companies such as Youzan and Weimeng.

As a platform supporter, Youzan and Weimeng have soared their performance and their stock prices have soared. As of today, Youzan ’s stock price has increased 60% this year, and Weimeng’s stock price has increased by more than 70%.

Another noteworthy signal during the process of “WeChat for All People” is that corporate WeChat has also ended in person.

Since this year, a series of updates on corporate WeChat can almost serve the operation mode of “WeChat”.

The 200-person customer group combined with corporate WeChat live broadcast is the best online promotion portal for brands, which can directly facilitate the shopping guide’s mass distribution activities to do in-group live broadcast snap-ups.

The company’s WeChat circle of friends directly opened an additional outlet for product exposure in the brand’s private domain traffic. Compared with small programs and micro-marts that have certain development thresholds, it can be regarded as almost zero cost.

In addition, the various group management functions of corporate WeChat are clearly aligned with third-party WeChat marketing tools, and even further: simple ones have automatic replies, group greetings, and complex ones that are very conducive to CRM management. , The function of reassigning customer groups after employees leave.

The official liquidation ended, and the micro-business model gradually moved towards formalization.

Brand Follow-up “Wechat”, Where is the challenge?

For the original traditional offline brands, the difficulty of the “micro-commercialization” transformation has been greatly reduced than before: the routines and core strategies of micro-commerce have been summarized, and they have even been adopted by various platforms. Instrumental, all that’s left is a change in thinking-but this is often the hardest.

Based on market observations, the “Explosion Law” summarizes the following areas that have changed and require businesses to respond:

1. The contact points between brands and consumers have been lengthened:

For brands, the point of contact with consumers, the short-term communication from each time a customer enters a store to the completion of a purchase, has become a true long-term interactive communication-“consumers who are only the object of selling goods “Has become a” user “who needs long-term service.

So, there are more opportunities to communicate with users, and at the same time, more scenarios for serving users have been added. In this process, how the shopping guide communicates with users and how to complete long-term user conversion, the overall thinking of the brand is To change.

The simplest question is: After the shopping guide adds the user’s WeChat, what should it send, what to say to the user, and at what pace to communicate, in order to maintain the user’s stickiness without causing user dislike?

Only this issue requires brands to adjust their plans to suit their own business areas and methods.

For example, the way and ideal frequency of communication between a mother and baby store and users must be completely different from a gym or community fresh store, which also requires brands to explore by themselves.

In the epidemic, the total number of WeChat groups in a Beijing supermarket operated by a community reached 1500

2. The brand’s publicity method has changed from the previous centralized communication method to a decentralized communication mechanism:

In the past, the brand’s publicity method was generally a centralized behavior of placing through a unified platform, but now it has become a decentralized behavior completed by numerous shopping guides and employees through countless circle of friends and private messages.

So in this process, what should employees send in the circle of friends, how should the copywriting be written, and how should the questions encountered be answered? This is also a new area for employees.

And most store employees do n’t have that kind of operating experience themselves. This requires enterprises to prepare a large number of promotional materials and solutions in different scenarios during the decentralized communication process-this will become a test of the group’s operating system.

3. Customer-centric business methods:

As Youzan CEO Bai Ya finally said in a live broadcast recently: “After this epidemic, physical retailers should understand that the most valuable thing for retailers is not the goods, not the supply chain, not the rent, the location, but Customers. “

Compared with traditional retail methods, while Weishang has become ubiquitous, many people have also done everything: abandoned the traditional cold, one-way brand communication method, and made the brand’s sales behavior specific to the consumer Individually.

Including, why personal IP is popular in live e-commerce is actually because consumers are eager to communicate with “people” instead of an abstract “brand”.

So, while the brand is “micro-commercialized”, can it, like Weishang, establish a grounded and humanistic communication mechanism instead of repeating and mechanically set templates? This will also be an area where brands need to change urgently.

2020, WeChat for All.

—— Today, once a tall brand, I am afraid I have to admit that it is not trivial to use Weishang’s routine.

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