domeet webmaster

The first step of “blood back”: take the “shortcut” with the help of “giant”

Editor’s note: This article comes from WeChat public account ” Xiao procedures observed “(ID: yinghoo-tech) , author: Miss bean professor.

“Business Self-Rescue Manual in Crisis (Stop” Black Swan “)” is a special plan launched by yinghoo-tech, which aims to help traditional companies “move” their business focus to online and quickly start ” Self-help “. This plan includes five major themes: “restart traffic”, “cash reflow”, “reducing costs”, “increasing benefits” and “future trends”.

This article is the first of the “Cash Backflow” topic. In order to ensure the rapid cash back, reasonable use of the magical low-cost “seckill” tools in the giant ecology is an excellent “shortcut” to return cash flow. In this regard, we have summarized a few of the “fastest” methods.

“Today is cruel, tomorrow is even more cruel, the day after tomorrow is beautiful, but the vast majority of people died in the evening tomorrow, and we cannot see the day after tomorrow, so we must insist on what we do.

—— Ma Yun

This phrase used by Jack Ma to describe the difficult and dangerous road of entrepreneurship is particularly suitable for describing the current situation of many enterprises in the epidemic.

The difference is that whether a business will be successful requires a multi-dimensional comparison of business models, business methods, and the perseverance of the entrepreneurial team. At present, whether the business can persist to the end of the epidemic and the cash flow on the account is sufficient is enough to determine everything.

Chaoshan Beef Hot Pot Net Red Chain Bahe Caspian is the best example. Since the Spring Festival, the catering industry has been shut down on a large scale. Baheli has stopped working for one month. Hard expenses such as rent, central kitchen, and raw materials have been 40 million yuan. The salary of 5,000 employees has been paid 20 million yuan, with a loss of up to 60 million yuan.

“Without a loan, it can last for two months,” more than a month ago, Lin Haiping, chairman of Baheli, made the worst plan and sold the property and house to support it. The last set was sold off and sold out.

No one can think of it. A few days ago, Lin Haiping suddenly changed his attitude: “I’m sure there will be no problem in living! Seriously, I have confidence in the future.”

In just one month, from selling a house to having confidence in the future,The various twists and turns in the middle are in the final analysis one reason: by exploring the takeaway business, Baheli has stabilized its increasingly fragile cash flow.

This brings another thought that stable cash flow is the lifeblood of all companies, but under the epidemic, there is no money on hand, how to quickly and cost-effectively turn back cash flow to support the acquired sun? From the perspective of yinghoo-tech, rational use of the magical low-cost “seckill” tools in the giant ecosystem is an excellent “shortcut” to returning cash flow.

1 WeChat group: for everyone Free “flash sale” tool

When the offline scene is “closed” in a large area, all companies sell goods online and quickly return cash. You know, there is an iron rule in the e-commerce industry. When users decide whether to buy a product, they need to prompt them to complete the transaction within 2 minutes. To promote users to complete the conversion quickly, “atmosphere” is a keyword.

To this end, the people who brought goods led by KOC have already explored a Kangzhuang Avenue. Fashion blogger Yu Xiaoge, who earns 22 million a month, uses a small program + WeChat group to activate a large number of potential conversions: within a month, 700 WeChat groups were fissioned, reaching more than 50,000 people, and the average daily GMV of the small program exceeded. 1 million, with an average daily order volume of more than 2800 orders.

But unlike other e-commerce companies, she positions WeChat as a “24-hour flash sale group”, which is specifically how to play: Amway spike products in public tweets, and product spike prices are exclusive to flash purchase groups. , The user scans the code into the group to buy, and the group is quickly disbanded as soon as the spike time is over.

In the entire gameplay, the value of the WeChat flash sales group is the bearing of the entire conversion scene. It stimulates user conversion with urgency and scarcity, allowing users to make quick decisions and purchase quickly. Continuously generating group content improves users’ expectations of new products, and also reduces the company’s labor cost investment.

Such a “community operation + drainage purchase” service chain allows the mini-program to achieve the first double eleventh day after the launch, with a transaction conversion rate of 18.67%, 82% of the products sold out, and the entire November sales It will reach 22 million.

It is worth noting that the 24-hour flash purchase of WeChat group + applet is almost zero cost and available to everyone.

2 Flash Store: Big Brands “Flash Sale” Nirvana

In order to quickly convert online, many offline companies have launched the Mini Program Mall during the epidemic. The reason is simple. Mini Program development costs are low and fast. In Xiaoying Observation (yinghoo-tech), using a small program to achieve rapid conversion, that is, open and close the pop-up store is a good choice.

The pop-up store is translated by Pop-up Store. Unlike the permanent store, pop-up stores open temporary booths in popular places and for a limited time. Its biggest feature is the close combination of sales and experiential consumption, and the maximum density Provides sensory stimulation and freshness to quickly raise awareness. Its value has been verified in the offline market for the past two years: while the physical retail store is thinking about how to survive in the “closing tide”, the pop-up store has quietly stood up and closed with a shot. After gaining both fame and fortune, it disappeared into people’s sight with a thunderbolt.

Valentino is full of fairy tales, Cartier specializes in jewellery, BottegaVaneta, which is famous for handmade sheepskin products, more than a dozen luxury brands, and even the home chain IKEA, which has never touched the Internet in the past, have launched mini programs on the front and back. shop.

The person in charge of the project said in an interview with yinghoo-tech that there are two reasons for choosing this form of pop-up store applet:

• Front-end can create a sense of freshness for users, fast flash speed, more efficient, very easy to spread in a closed and large WeChat ecosystem, and can quickly generate a topic response;

• For the back end, the pop-up store can be said to be a short and straightforward attempt. It does not require high manpower and energy. It can leave enough time for companies to find and correct problems, and it is also the next event. Lay the foundation.
  

  To put it bluntly, flash is a good form of fast sales, both in terms of cost reduction and efficiency improvement, and it is the best carrier for mini-program development with low difficulty and low cost. Compared to the pure free tool of WeChat flash group, which is suitable for everyone, flash stores are more suitable for big brands.

  How to play? We found an implied iron law from pop-up stores of more than a dozen luxury brands that seemed to play differently.

  First of all, with flash attributes, the selection must be unique and limited.

  Second, all luxury brands that have launched pop-up pop-up stores have placed friends circle ads. As we all know, the fewer links in the purchase process, the higher the conversion rate. The friends circle advertisement + mini program card has just this feature. It provides a good visual + entertainment interactive experience when reaching the user. The circle of friends card jumps directly to the mini program to purchase, and it can also evoke WeChat payment to purchase, which greatly shortens It also shows the entire flow of other platforms from advertising to user purchase. Valentino’s circle of friends advertisement uses the ability of circle of friends cards to jump directly to the applet, and some products have been sold out on the first day.

  Third, the time should not be too long. Most of the pop-up shops’ time periods are 2-3 weeks, ensuring the user’s sense of scarcity and urgency.

  3 Scan code purchase: buy now and buy + red envelope, offline conversion efficiency amplifier
  

  “If you pay by WeChat, please go through the contactless payment channel.” When Xiaoying Observation (yinghoo-tech) partners recently went to offline supermarkets to purchase daily necessities, they would always be informed by the service staff when paying.

  Under the guidance of the service staff, we went to the code scanning checkout counter to scan each item and took out the mobile phone to check out. This code scanning checkout scenario is still the “checkout counter” link, that is, after the user selects the required items, the payment is concentrated at the code checkout counter. Unlike the manual checkout counter, the code checkout counter can self-checkout, reducing labor costs. And digitize the user.

  However, this code-scanning shopping method only improves the efficiency of queuing for payment and does not promote conversion efficiency too much. In fact, some offline retailers have explored better ways to improve conversion efficiency.

  Different from the scan code payment mentioned above, BBK ’s “scan code purchase” breaks the code scan payment behavior into all the small scenes in the store. As long as there are products, there is a code scan scene: customers choose on the shelf When shopping for goods, you can use your mobile phone to scan the QR code on the shelf at any time, so that you can buy immediately.

  

  This look-and-buy product design greatly shortens the user’s purchase chain and completes a first-level jump in conversion efficiency.

  If the customer is in the milk powder area, the coupon for milk powder will be scanned out. There will also be promotion and coupons for related products such as baby bottles. The coupons received will go directly to the WeChat card package. After receiving the coupon, the customer can pay the bill directly, the coupon will be automatically written off, and the member customer can also synchronize the member points. Customers just need to “scanScan + WeChat Pay “, coupons, points and purchase orders can be completed simultaneously.

  Couple play, complete the second jump of conversion efficiency.

  Finally, the small program “Code Scanning” gives each user a “Code Scanning Gun”, chewing gum as small as a few dollars, and refrigerators as large as thousands of dollars. “Purchasing” while scanning and buying, can also receive recommendations for related products, self-checkout, automatic points. Most retail stores are suitable, such as fresh food stores, community stores, snack shops, etc.

  Through this series of high-efficiency transformations, cash flows back to the blood, there is food in your hands, you don’t panic in your heart, and wait for the sun after the epidemic.

  Cash flow has become the last straw for companies to keep their line of life. In the current situation, when enterprises have a shortage of funds, how to obtain customers at “zero cost” has become the key to their “life-saving”.