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Since May last year, I have been working with four people to provide agency services for the INTO YOU brand, operating its four major channels: Douyin, Kuaishou, JD.com and overseas. It took five months to bring the brand a monthly GMV increase of more than 20 million, with the team reaching a maximum of 58 people and the company making a monthly profit of more than 1 million. However, the cooperation has ended for complicated reasons. Many roles participated with different purposes, and in the end, human nature was seen. For this reason, I would like to make a profound summary of my entrepreneurial journey. Of course, this is a technical post, focusing on the methods of operation. This article has a total of 10,543 words. Those with different concerns can just select the parts they are interested in and skip around. 1. Brand status before operation and performance growth after operation . 2. Douyin operation : the operation method from zero to 10 million+ monthly GMV increment; 3. Kuaishou operation : the operation method from 0 to 7.2 million+ monthly GMV increment; 4. JD.com’s operation : From 0 to an average monthly GMV of 3 million+ (it took 5 months to exceed the brand’s previous year’s transaction volume. JD.com closed the store and reopened it, and the new store started from scratch. So there was performance before the store was closed. There are fewer operation details, and the traditional e-commerce operation methods mentioned many times before are reused.) 5. Company achievements : The team has grown from 4 people to a maximum of 58 people, and the profit has increased from 0 to an average of 1.2 million+ per month. Team organization upgrade methods, and summary of pitfalls - moral risks of partners. 6. Experience in full-network marketing. Here is an overview of the trading strategies to achieve performance growth (you can quickly get the key points): ————Enter the dividing line of details————- 01. The current status of the brand and the performance growth after operation The channel status and needs of the brand at that time - The current status of the Douyin channel: Douyin has opened an official flagship store, with an average monthly transaction volume of 5-6 million yuan;
Brand needs: Need to build an authorized flagship store from scratch to generate incremental sales. - The current status of Kuaishou channel at that time: a flagship store had been opened, the account had no content, 12 followers, no self-broadcasting, and the average monthly GMV of Dabo was around 1.6 million;
Brand needs: The Kuaishou flagship store will be fully operated by us. We will be responsible for self-broadcasting and content creation from scratch . - JD.com's self-operated business has an average of about 500,000 per month;
Brand demand: Double the monthly turnover . The background is that the self-operated flagship store belongs to the wrong industry and needs to be closed and reopened, starting from scratch. After the operation, the brand demand was exceeded The newly opened Douyin authorized flagship store started from zero in May, and by October (5 months), the monthly increase reached 10 million GMV . The brand's official Douyin flagship store is still growing. Our authorized flagship store has increased GMV by more than 10 million from zero. In May, the Kuaishou flagship store was launched, taking over Dabo and Zibo. Dabo set new highs for the brand in Kuaishou channels almost every month, and subsequently stabilized at 5-7 million GMV , and Zibo averaged 1.2 million GMV per month . The key is to create short video content from scratch, and create multiple short videos (6 million+ views, the highest single video 60,000-80,000 fans), and increase fans by 200,000 in 3 months. In July, JD.com closed its flagship store and changed its affiliation to the industry. Starting from scratch, by December, the average monthly GMV had reached 3 million. The transaction volume in 5 months of operation exceeded the transaction volume in the previous 12 months . After the maturity stage, the brand has a total of 20 million+ GMV added each month . Almost every month, the brand has set a new high in transaction volume in these four channels. More importantly, the proportion of new users in each channel exceeds 50% , making a double contribution to the brand's transaction volume and new customers. Without bragging, here are the screenshots (de-sensitized, only the transaction amount is shown) (Why are most of the data up to November? Because half a month into December, we discovered that the moral hazard of our partners had caused a large loss of cash for the company. After the cooperation ended, there were no screenshots of the background.) *The screenshots are only used to verify the actual performance, are anonymized to the maximum extent, and are data from 6 months ago. Company operation: In half a year, the team has grown from 4 people to 47 full-time and 11 part-time, a total of 58 people. Among them, only 2 people were not recruited by me, one of whom was in finance and the other was an intern. However, some things fall apart because of one key person. In terms of revenue, starting with an investment of 300,000, it became profitable the next month, with a peak monthly revenue of 1.8 million and a profit of 1.2 million+. (One more person is missing who is out of town, the person in charge of Dabo) (Half of the colleagues are missing, the live broadcast room is live, and the person in charge of Dabo is missing) 02. Douyin Strategy: How to increase GMV from 0 to 10 million+ per month - Douyin account creation strategy: formulate brand personalized labels, label-derived content main lines, short video structure planning (marketing sense control), and after increasing fans, use strong marketing sense to screen precise groups of people.
The three dimensions of self-broadcasting: viewing experience, anchor ability and product mechanism, and the implementation of micro-upgrade strategy. Overall strategy development process 1. Start with Dabo distribution in the early stage to form information density The situation at the time was that the brand already had an official Douyin flagship store, self-broadcasting transactions accounted for a high proportion, the content was mainly color testing (high-quality material mix-cuts and authorized slices from influencers), product prices often had more discounts (we would not be notified of price adjustments in a timely manner during activities), and the Dabo distribution mechanism was one-size-fits-all, with cooperation mainly focusing on top anchors. And there is a potential problem. There are often complaints about the timeliness of docking and business communication with experts (some experts even took screenshots of chat records and complained to me about the gossip about the docking with experts on Guanqi, which was very interesting). Therefore, our strategy on the Douyin platform is to use Dabo Distribution as the entry point in the early stage, and to create a gradient commission mechanism with an incentive effect to encourage all small and medium-sized anchors to work hard to sell goods. After forming enough information density, we will find high-potential anchors and give them more privileges to bring goods (fully understand that the life cycle of platform celebrities is short, and focus on cooperation with potential anchors). Dabo docking must provide 7×24 hours kneeling service. The influencers need to be coaxed into cooperation. The specific operation methods and details of Dabo will be explained in detail below. 2. Start with accumulating basic traffic and adding precise tags The idea of starting a self-broadcast account is not to start broadcasting right away (although the brand contact person asked us to start broadcasting immediately), but we still prioritize accumulating content and basic traffic first, so that the platform can fully understand and recognize the attributes of the account and label it correctly as the main purpose. The essence of understanding the platform's traffic distribution is the matching between user tags and content/account tags. In order to capture more traffic, we first become popular and then filter the target audience. At the beginning, our content is made in a life-like, interesting and useful way to reduce the impact of "strong marketing" content on the overall weight of the account. This is very, very important. You must understand the content classification of the "platform" in order to quickly create popular content and quickly increase the weight of your account. Everyone must understand that each account has a "weight" after multiple dimensions are evaluated, which is a score in the machine. Many, many details determine these scores. The specific account positioning (labeling) and content line production methods will be discussed in detail below. How to create a Douyin flagship store account and broadcast it yourself The most important first step in creating a Douyin account is actually to start from the user, not from "positioning" (positioning is the marketing strategy of your own brand, which cannot be used for short video accounts. Short video accounts need "personalized labels", or you can also make account positioning into label positioning). Analyze the brand's target population and define labels for yourself based on the preferences of the population. This step is exactly the same as starting a Kuaishou account. These two platforms are different, but they have more commonalities. The main goal is to filter out good content for more users to see, and to constantly balance the "marketing" or "advertising" content with normal content distribution. Based on the brand characteristics, we defined three tags for the INTO YOU account: ACG, food, and makeup tutorials . The two-dimensional world and food are determined based on user attributes and preference data. How is "makeup tutorial" determined? Is it necessary to have makeup tutorials when doing makeup? No. This label is based on the platform's content value proposition, that is, what kind of content the platform encourages and recommends, and the amount of traffic the platform gives to these contents is sufficient. The specific value proposition (Tik Tok and Kuaishou combined) is: real, beautiful, diverse, useful, interesting, credible, and professional. Among them, we think that the usefulness can get more recommendations from the platform, so we decided on "makeup tutorials". Next, we will create content lines around these three tags, and continue to produce content that combines the second dimension, food, and makeup tutorials. Why is it "combined"? What is combined? Combine hot spots (general methodology, note that this is the key point) . This is easier said than done. This combination does not mean remake, anyone can remake, but it is the combination and "micro-upgrade" that can make a truly effective hit video. In addition, there is another key point, which is "looking good does not necessarily mean being effective". The brand's official ad is very good-looking. When it was posted on the platform, it had 3,900 views. We combined it with hot topics and slightly upgraded the content, which had 6.1 million views. We have used this method repeatedly in various subsequent projects, and the results have been very good. On average, we can achieve the best playback, best interaction and best completion rate without any traffic being invested in the project account. (We continue to serve a brand and use the same method to make a sample video. Note that the video data is new, so the total number of views and interactions is around 2,000.) This method was finally summarized into a standardized process as follows: Each node has many operational details. For example, for hot collection, you need to first define what is "hot", which is divided into hot topics for the entire network and hot topics for vertical industries. There are also incentives for collection methods and collection personnel. This hot collection is very important. Forming a material library is to form a content pool. The two biggest difficulties in creating short videos are: "what to shoot" and "production". What to shoot depends on the popular elements in the material library + account tags. The collection of popular materials is usually the responsibility of a new media department. In practice, it is best to mobilize all employees of the company to do it, because the richness of tags of multiple people is relatively high, so more popular content can be screened out, thereby increasing the diversity of the material library. We have even developed a set of incentives around this collection of materials. As follows: How to disassemble a script After collecting materials and statistics, find highly reusable materials and disassemble the script. The analysis is divided into three dimensions: copywriting, scenes and music (BGM). Copywriting decomposition requirements: All text needs to be entered, from spoken lines to account titles, subtitles, etc. Requirements for scene disassembly: screenshots of typical scenes, characteristics of props, makeup and costumes, as well as the use of stickers and special effects. Music analysis requirements: coordination of background music and special effects music. After the disassembly is completed, it is time to integrate your own characteristic tags, and finally fine-tune the script (micro-upgrade), implement shooting and production. After uploading to the platform, data comparison and competition are carried out. Within a unit of time (usually 24 to 48 hours), the video with relatively high quality will be invested more (increased traffic), finally forming a hot-selling cycle. This process has greatly reduced the labor cost of our content production team. Everyone can shoot after reading the process and being taught a few times (although shooting well still requires a certain level of talent, not necessarily professional shooting skills). The video above, which has more than 6 million views, was made by an intern and a part-time colleague (who was later promoted to full-time). When the number of fans driven by the video content reaches 10,000+, it is time to start live streaming. I won’t go into details about the preparation of the live streaming room, service communication, and product strategy, and will directly talk about the simplest three-dimensional live streaming method. Three key points of brand self-broadcasting For brand self-broadcasting, we carry out operations around three factors: perception, product mechanism and anchor strength . These three dimensions must be studied in depth for any live broadcast, and each factor must be superior to competitors. In addition, when entering into refined data-based operations, it is also necessary to implement them layer by layer according to the decomposition of data indicators. (After the dataization, there will be an original plan for everyone to improve) The perception is what "effective information" users can see when the live broadcast room is not moving. Note that it means effective, not "good-looking". The information area of the entire live broadcast interface is arranged like this. Then we need to make full use of these information areas to make sure that every block of information is valid. Then add more atmosphere decorations, and the look and feel of our live broadcast room will change as follows: For static perception, the focus is on color matching, layout and benefit point (patch) design. We have also tried a lot of color schemes, and will make overall changes every two weeks to give users enough "freshness". The mainstream color schemes recommended for beauty/personal care are as follows: How to make the interest point patch more effective? It must have Arabic numerals, and they must be large and prominent, and the colors must have obvious contrast. Users are more sensitive to numbers, as follows: Product mechanism combination: The same brand has two flagship stores on the Douyin platform. We are an authorized flagship store, and our promotions and price adjustments are not as timely as the official flagship store. So in terms of product mechanism combination, how can we avoid price chaos and still be competitive and differentiated? The answer is: gifts. So we asked brands for many gifts. After all, gifts are one of the three major decision-making factors for users in e-commerce. We also thank the brands for their strong support and for helping us develop a gift differentiation strategy. Facts have proved that this not only did not affect the brand's price and the official flagship business, but also further increased the richness of user choices and improved the overall brand sales. The pricing mechanism generally has three levels of price design: daily price, event price, and big sale price. Taking the best-selling Heroine Lip Mud as an example, the pricing strategy is as follows (now in some live broadcast rooms of influencers, the price has reached 58 yuan for 2 sticks. Domestic brands have a short life cycle, and most of them are due to performance pressure and begin to gradually destroy their own pricing system. It's quite sad. I hope there will be a second hit product to take over and return to a customer unit price of around 100): This price ladder is no secret, and you can get it by trying to bid on various channels. However, I gave feedback at the time that the price difference between different channels has become a "random price". Once it is discovered by the platform or there are enough users, as long as she finds that what she bought is more expensive than others, she will first return the goods (with damage), and buy again on a cheaper platform. Then, her price awareness of the brand will also decrease, resulting in an embarrassing situation where no one will buy if the price is not reduced, and sales will only increase if the price is reduced. Good pricing is the core factor of product competitiveness. INTO YOU's pricing is really very clever. It is not the cheapest in the market, but it looks the most cost-effective. And it is the most cost-effective to buy 2 at a time. Later (after we ended the cooperation), the price in the influencer distribution channel broke through the low price and directly went down to 57 yuan for 2 sticks (even with the subsidy of Douyin payment card binding, it can reach 34 yuan for 2 sticks). If the brand can still make money, it is really a miracle. The key is that many water live broadcast rooms directly hang a mobile phone to display the price, and the people are too lazy to show up, as shown in the picture below. If we are still in charge of this kind of influencer, we will never allow it. This is equivalent to taking the user recognition accumulated by the brand and overdrawing the brand power by low prices. The people do not show up, and they can still make deals purely by destroying the brand premium. The damage to the brand is self-evident, which is really a pity. It is difficult to explain the improvement of anchor ability in just one or two sentences. It is quite complicated and requires personalized adjustments for each anchor's different conditions. The premise is to have a set of standard anchor execution manuals. So, here is a brief introduction. The anchor's ability includes image, sense of camera, language expression and category expertise. The ability to respond on the spot is to "collect a list of negative comments", and then colleagues who understand the product or service will prepare high-quality responses to various questions. As for image, I won’t go into details. I believe that most people have similar aesthetic tastes. There is no strict and clear standard. As long as you think the person looks “good” during the interview, it’s fine. For language expression, also known as the art of speech, we will prepare a universal matching table , listing the key art of speech in dimensions such as action guidance, selling point information, user results, interest points and color trial display. The host can just watch the big screen during the live broadcast. Note that you should never write long paragraphs of verbatim scripts or write scripts for the anchor to memorize. This will make the anchor "not know how to speak" during the live broadcast. The most effective method is to add keywords to the matching table. As shown in the following figure (template, not INTOYOU version): The improvement of the anchor, her own willingness and execution , is the key among the keys. The problem we often encounter is that, with a complete and efficient instruction manual and various courses taught to the anchors, some anchors just don't improve. Why? Differences in learning ability and intelligence. Therefore, in order to improve the strength of anchors, we simply designed an internal team PK mechanism . The anchors are divided into two teams, with a unique captain to lead everyone to do live broadcasts. The time period for each team to live broadcast is also relatively fair. Finally, we look at the data every month. Which team wins will get a collective reward, and which team loses will see who is dragging the team down. Even if there is no negative incentive in the bonus, the pressure of dragging the team down every month will make the anchor work hard to learn and improve, and those who are really not good will be eliminated. Some people in the team started to say that this was "involution". I told them that this word was invented too depressingly and was overused. Involution refers to meaningless internal consumption, and normal and reasonable "competition" should not be included. If there is no competition at all, everyone eats from the same pot and everyone is content with the status quo, you can ask the elders in your family who were born around 40 to 60 years ago to understand what will happen. In addition, we also need to improve data-based operations. At this time, our background in traditional e-commerce makes us more comfortable. Based on the analysis of the key indicators of self-broadcasting, we find the relevant factors of each sub-indicator and deeply understand the relevant factors, surpassing our competitors in every detail. A general logic diagram is as follows: There are detailed optimization plans for each indicator and related factors, but due to space limitations, we will not go into detail here. After the plan is completed, the next step is to implement the "responsibility for individuals". Therefore, we assign responsibilities to individuals for key data dimensions and indicators, and follow up and review the indicators every week. After completing the data analysis and operational strategy implementation, we have summarized a set of standardized processes to help everyone quickly get started with live streaming. The summary diagram is as follows: The essence of Dabo lies in "differential treatment" . Most people don't like this word, but the reality is that differentiated treatment can achieve high efficiency. The same is true in daily life. We prefer to spend our time and experience on people and things that can bring benefits. After starting a business, we find that the same time and resources invested in different people and things will have different returns. First of all, we stratify influencers. We do not use the traditional industry-wide practice of head, middle, and tail. We stratify according to the method of "must be on the list, fixed monthly list, and long-tail list with large broadcast volume". The analysis of "must be on" is that this influencer has many competitor brands. On the one hand, they can grab the volume after broadcasting, and on the other hand, they can accumulate a large number of target seed users. Through better product experience, secondary dissemination can be carried out. More importantly, the influencer's distribution of goods can bring a lot of official fans, and the natural related traffic acquisition effect is better. There is no upper limit to the budget of this part of anchors. As long as they can be on the show and the conditions are not too excessive, they will meet them, even if we have to pay for it ourselves. In terms of incentive mechanism design, it is mainly aimed at monthly fixed and long-tail broadcasters. These anchors are actually indistinguishable when they bring goods for the first time. The commission ladder design can both motivate and "screen". The specific design of the broadcast gradient mechanism is as follows: In addition to this series of graded stimulations, there is also kneeling service and 7X24 hours follow-up . We finally found 6-8 high-potential anchors. Although they only had 200,000-500,000 fans at the time, their key indicators such as the amount of goods sold in each show, the length of stay, and the user interaction rate were all very high. We judged that such accounts would have great explosive potential in the future, because the platform also empowers accounts and makes overall judgments based on these indicators. Therefore, we visited them in person to form in-depth cooperation and more interest support. We design employee incentives and schedule shifts well. No matter when the anchors broadcast or when they need our support, we can respond immediately, making the anchors more willing to cooperate with us and entering a virtuous circle. The anchor who is determined to be on the show must use all means to get the business done, and the anchor must also have a good performance when selecting products. At any cost (except breaking the price) last time, the subsequent cooperation and other anchors brought in will be very considerable. In addition, we need to customize the mechanism for the top talents on the platform to ensure their differentiation from other talents. This way, the top talents will be willing to cooperate more and will not worry about being “priced out”. Once again, we emphasize the service attitude and concept. The brand's official distribution colleagues will not "quarrel" with the business of the experts, and will not ignore anything that can be easily satisfied. We have prepared 7X24 hours to respond and go online at any time, and provide services such as samples, links, and follow-up broadcasts. 03. Kuaishou’s trading strategy: How to increase GMV from 0 to 7.2 million+ per month Kuaishou account creation strategy: platform resource coordination, differentiation of perception, anchor power and product mechanism, and breakthrough in investment. Dabo strategy, the influencers are divided into those who must be on the platform, those who can be on the platform in general, and those who are on the platform regularly. Gradient design, kneeling service reuse, and especially important is the "surprise service" of the super anchors. How to create a Kuaishou account The account labeling strategy is consistent with Douyin, with the main themes being the second dimension, food, and usefulness (makeup tutorials). However, on Kuaishou, the makeup tutorial data is not good. This content line will be eliminated in the future, and trial color demonstrations will be performed. However, another problem will arise, that is, the overall traffic of the account will begin to decline because the content is judged as "advertising". Each short video platform has restrictions on advertising content. The underlying reason is the core motivation for users to visit. Even if there are too many advertisements, the platform’s daily activity will decline. You may have a question, why do you have a makeup brand but there is no makeup on the label? Because makeup is a core element, products will be exposed in every content. As a core element by default, the platform will classify it as an e-commerce account or beauty in the vertical category, and there is no need to repeat it in the content label. (To understand this, you need to have certain platform experience, which is also our advantage) When we first started the account, we still posted short videos to increase our followers, and then did live broadcasts. When we first started the account, we had a big conflict of operation ideas with the brand contact. They believed that we should be "precise" and not post content related to the second dimension or food. We believed that we should "go viral first" and expand the traffic pool so that users would continue to flow in. Which idea was right in the end? Our idea. During the cooperation period, the number of fans on Kuaishou increased very quickly, with the highest number of fans for a single video reaching 60,000, and the live broadcast effect doubled. After the cooperation ended, the account fell into posting advertisements every day, the effect of the works was extremely poor, there was no increase in fans and no interaction, and sales stagnated. There are two core reasons. First, the characteristic of short video platforms is that whoever has "good" content will be given more traffic . "Good" here means not advertising (or weak marketing), and "good" data such as playback volume. You post ads every day, which seems to be targeting a precise group of people, but in fact it is limiting the flow of content and not getting more users to see it. Secondly, the demand for this type of fast-moving consumer goods is rolling. As long as you let more people see it, even if she doesn’t buy it now, she will see you often in the future, and when the demand arises, the probability of her buying from you will be greater than others. Therefore, we, like the platform, will develop a crowd funnel strategy , and each tag and content line will be applied to different levels of user funnels . This is consistent with Douyin's strategic thinking. There is only a slight difference in the definition of each user layer. This involves the different value orientations of hierarchical distribution of the two platforms. Kuaishou live streaming is the same as Douyin, and the three dimensions of static perception, anchor power and product mechanism are still improved, so I won’t repeat them. The only difference here is that we use official activities (resources) and investment to make performance reach a higher level again. Kuaishou Dabo distribution strategy Kuaishou’s distribution also inherits a set of operating standards from Douyin, and the stratification of influencers must be based on life and death, regularity, and long tail. Gradient design, kneeling service reuse. The difference is that for the top anchors of Kuaishou, we provide "surprise" services . There are also "conflicts" between some anchors, and we have to stick to some principles, such as the mechanism of competing anchors cannot be disclosed, and the price cannot be broken. Although the process is difficult, the effect and long-term benefits are very good. An example of surprise service: For example, a top anchor has a big birthday party. We will find someone to go to Guangzhou and send a very special "black rose". Although the anchor will not remember our service provider, it can make the brand have a very important position in the anchor's mind, which lays the foundation for more big events in the future. In addition, real-time optimization and follow-up broadcasts are also required, including product title details, which must be optimized and guided at different time periods. Finally, let’s show you the main influencers on Kuaishou Dabo: 04. JD.com’s strategy: From 0 to 3 million+ GMV per month (using 5 months to achieve the brand’s sales in the previous 12 months) JD.com, like Tmall, operates in traditional e-commerce, which has been discussed before. The core method is the refinement and data-based approach of e-commerce (yes, it is not outdated, because the method is the underlying logic, no matter how the platform changes, it is measured by data indicators, and data indicators have related factors to improve. If you do a good job in the competitiveness and experience of each related factor, you can surpass competitors and get more traffic), data decomposition + related factors + layer-by-layer optimization. There are detailed instructions in "52 Ways to Learn to Operate Efficient Growth" . The focus is on improving the details of the experience. 05.Company management experience The team has grown from 4 to 58 people, and from a loss of 130,000 in the first month to an average monthly profit of over 1.2 million. I would like to share with you the team organization upgrade methods and the moral risks of partners. The company has grown from 4 people to a maximum of 58 people, and only 3 people voluntarily resigned (mainly colleagues in overseas channels, we did not do well, so there is no methodological summary). The rest of the people are very stable. Our organizational structure, performance incentives and management style have played a key role. In the initial stage, our incentive system tied everyone together, and everyone could get a certain percentage of the company's net profit as commission. The stability and incentive effects were very good. Later, when there were about 20 employees, the cost control threshold was broken, and we changed to a performance scoring system corresponding to each level. Each level has its own ABCD performance-corresponding bonus range, so that everyone can maintain the motivation to strive (performance scoring affects the monthly bonus) and effectively control the upper and lower limits of costs. The specific stratification and performance bonus correspondence are as follows: In addition to this performance-based incentive method that affects everyone's income, other management rules are to copy the experience of Alibaba, NetEase and some startups. A good employee handbook is very important. It stipulates the daily work norms in every detail. In terms of management style, it is close to the liberalization, innovation and back-to-back principle of Internet companies. Each key manager will rotate every 2-3 months to be familiar with the work content of other business lines and can take over from each other at any time. In terms of rewards and punishments, what we do is quite unique. We let "people who follow the rules" get various unexpected surprises and income, and let those who do not follow the rules see the gap. In the first few months, there were a lot of things to do, and we asked everyone to work on Saturdays, that is, we had to work on Saturdays, but we could come in later and leave earlier. However, even so, after a long time, some colleagues still often did not come on Saturdays for various reasons. Once I came back from a business trip and went to the company in the afternoon, and found that there were only 4 people (the total number of people was 11 at that time). So, I gave each of these 4 people a red envelope of 200 yuan that day and organized a big meal for everyone. The other colleagues who did not come had their own reasons, and there was no direct punishment, just to let them see the comparison. If you don’t come next time, your performance will be directly D. Since this incident, everyone has attached great importance to and abided by the rules. The moral risk of partners is more complicated. It may also be a detour that a novice entrepreneur must take. Simply put, don't overestimate human nature. Can you imagine the fear of suddenly finding that there is an extra Mercedes-Benz under the company's name, hundreds of thousands of dollars are missing from the account, and tens of thousands of dollars are inexplicably reimbursed? Although the brand and business are really good, most of the brand's executives are also very nice (we provide agency operation services, and have never had a relationship with the brand's people by drinking heavily, and the brand still supports us). Thank you again. I hope the brand can be listed soon and always occupy the top position in the industry! 06. Brand full network marketing experience In the current competitive environment, to create a brand that is popular all over the Internet, the marketing strategy must fully coordinate the four major channels. I divide the entire Internet channel into four categories, and the key indicators of each channel are also listed together. Traditional trading platforms, represented by Tmall, JD.com and Pinduoduo , are mainly based on user motivations to find and fuzzy needs. What is converted is a sense of value. If you make sure that every screen of information exceeds that of your competitors, and your sense of value is higher when users compare products, then it is effective. Content platforms, represented by Douyin, Kuaishou, and Xiaohongshu , are mainly driven by time consumption and impulse generated by accidental discovery. What is converted is interest and trust. If your content (short videos, live broadcasts) is "good", you will gain users. The definition of "good" is very technical. Private domain platforms, represented by WeChat , have a comprehensive user motivation (actually, the user motivation for opening WeChat is classified as a tool), and the conversion is the first experience and trust. Now it has passed the micro-business-style fission conversion of users. WeChat's governance is becoming more and more strict (friend circle ads are folded over the advertising content). Now the private domain is positioned as a CRM tool, and the core is the design of user privileges; Offline stores fully cover the user's five senses and serve regional customers. They need to fully coordinate with several online channels to maximize the effect. If it is a retail brand, it is recommended to conduct offline "experience events" and generate online dissemination. The key to success for each channel is as follows: In comparison, the INTO YOU brand has done a really good job in the above-mentioned Internet omni-channel marketing (of course, some of the channels were operated by us). The popular content and live broadcast images of Douyin channels (official banners and authorized flagship stores) are constantly changing. You can go to the official banners to watch the latest live broadcasts and short videos. I will not insert too many pictures and videos here. The live broadcast image optimization we operate will be discussed in the special strategy below. In general, the strategy is to cooperate with a fixed number of MCNs, have a stable output of expert-level content , and form sufficient "information density" . However, the official banner also made many basic mistakes in content, such as using one material too much, publishing popular content repeatedly, and having too strong a marketing feel. If the people in charge of this area understood the platform's content tiered distribution mechanism (or let us manage it), the current increase in followers or traffic could be taken to a higher level. The specific tiered distribution rules are shown below: The marketing sense classification here is also defined in detail. Today is not a course post, but mainly to share the brand operation process, so I won’t go into details. The key point is that when you first position the brand account, you must stratify the content, and each stratum corresponds to a different group of people - general interest groups, high potential groups, and precise groups. Trading channel (Tmall-official operation, JD.com) strategy ideas : The earliest batch of seed users came from Tmall (where female users accounted for a very high proportion) and were receptive to new beauty brands. Compared with some other e-commerce platforms, only relatively standard products (such as Estee Lauder's Little Brown Bottle) had a market, or they competed on absolutely low prices. There are not many details on Tmall's operations, but there is a core way to attract traffic that needs to be understood, which is to run Taobao Affiliates . Taobao Affiliates are encouraged to promote and increase sales with high commissions. The advantage of Taobao Affiliates is that they can not only increase sales within the site and increase search and recommendation weights, but also form highly cost-effective display ads outside the site (CPS settlement, high and controllable ROI). In this way, a repeated "synergistic relationship" is formed with content channels, one for dissemination and the other for transactions. As for private channels, the brand has not done much, so I won’t talk much about it. If we were given the right to operate some of the communities and private channels at that time, we would have been able to fully collaborate on the “transaction platform + content platform + private channel tools” in the areas given by the brand, and it is estimated that the incremental GMV would have increased by more than 35%, contributing 30 million+ GMV in the sprint month. For offline events , INTO YOU can be said to have come up with new ideas, and a big thumbs up to the marketing department. For the cosmetics category, there is another very "stable, accurate and ruthless" "self-generated traffic" marketing factor, which is "select the right spokesperson" . The brand's most important spokesperson: Ju Jingyi, was chosen very accurately. Even in the private messages of the official account, fans often ask questions such as "Will I get a spokesperson for free when I buy the product?", which seem nonsense but are very heartwarming and cute. It can be said that the brand's main target group is the spokesperson's main fan group, and the selection is too accurate. The brand also selected a spokesperson for another product series later. Personally, I feel that the effect is worse than that of Ju Jingyi (compared with the spokesperson's video comments, number of interactions, and playback volume). In summary, if a brand becomes popular across the Internet, it must be coordinated and coordinated by omni-channel marketing. In the initial stage, it can concentrate resources and cooperate with two target users with content channels + transaction channels . The transaction channels will then focus on CPS (especially pure commission promotion outside the site) to allow a wave of basic popularity inside and outside the site, and rely on excellent product competitiveness to form a cycle of seed users - fission. A picture summary is as follows: Thank you for seeing the end, there are 10,968 words in total. Few people can read it patiently. If you have any questions, you can leave a message to communicate at any time. If you find it useful, please share it more. Write it for everyone and also for yourself to summarize. |
