The author will talk with you about how to do private tea e-commerce based on the tea e-commerce case he once managed. I hope it will be helpful to you.
background The author once managed a private tea e-commerce company. The tea company had its own e-commerce mall and website, a technical team and supply chain factory. Its business was to sell its own tea and cooperative tea through its own platform. 1. Drainage- Traffic generation channels: We publish cooperation posts through bdwork to attract brands to cooperate. We provide tea gift boxes, and brands need to provide us with advertising space, CPS cooperation.
- Traffic generation method: Pay for postage and get it for free. Users only need to pay for postage to take away the tea gift box with an original price of 69 yuan.
- User path: click on the banner - jump to the teahouse (H5) - select tea and pay for delivery
- Traffic analysis: The customer acquisition cost is low and controllable. The cost of the tea gift box is estimated to be 7 yuan, the express delivery cost is 4 yuan, the channel share is 3 yuan, and the final cost is 14 yuan. Users only need to pay 12 yuan for postage. The final customer acquisition cost is 2 yuan per person, which is relatively cheap, and they are all relatively accurate users.
2. Operation 1. Community Operation- Community positioning: tea friends exchange group
- Content planning: tea knowledge, topic interaction, and important news reminders;
- Activity planning: small games mainly for promoting activities, such as grabbing red envelopes and lucky draws;
2. IP Operation- Character planning: an intellectual cheongsam woman with high cultural accomplishment and knowledge of tea;
- Friends circle planning: 70% chat about life + 30% promote products
- One-to-one: Customer maintenance, proactive greetings during festivals, and immediate maintenance for users who have not repurchased for a long time.
3. Mini Program Operation (1) Points Mall - Calculation of points: Points are also marketing resources. The value of points needs to be calculated. The basic method is to calculate how many points a user can get in a year and how much we are willing to spend to recover these points. If a user spends 5,000 yuan a year and the company makes a profit of 2,000 yuan, the user can get 10,000 points. The company is willing to give 5% of the profit back to the user, which is 100 yuan. Then 100 points = 1 yuan.
- Acquisition: Based on the behaviors that the enterprise hopes users will take, such as consumption, check-in, forwarding, etc., users are encouraged to take behaviors through incentives, and users receive corresponding points;
- Consumption: When building a points mall, the redemption products must be stratified. Users cannot redeem points easily, nor can they give up on obtaining points if they cannot redeem points.
(2) Membership system - Membership type: paid or growth-based. Paid membership means that users need to pay to obtain membership benefits, while growth-based membership means that users obtain growth value through consumption and other behaviors. When the growth value reaches a certain value, they will upgrade and enjoy the corresponding level of benefits. Enterprises choose membership types according to their needs. We use growth-based membership. Paid membership is generally used on more mature e-commerce platforms. If your product has strong repurchase and rigid demand, it is more appropriate to directly become a paid member.
- Level: The level of planning level and the conditions for upgrading.
- Rights and interests: What can the corresponding level enjoy? Don’t provide insignificant rights and interests, especially for paid members. Users will think rationally, and the rights and interests must be sincere.
(3) Evaluation management - Since it is an internally developed mini program, the reviews are controllable, and negative and general reviews can be selectively hidden, as well as manually added reviews. Consumers' behavior before purchasing includes checking product reviews, which directly affect consumer purchases. Customer reviews are very important. Dianping is a local life e-commerce platform with reviews as its core.
- Similarly, review management is also a technical job. Before reviewing each product, you need to understand the product to be reviewed, choose a selling point to review, add scenes, cue the target audience, and add some irrelevant negative reviews to make the review look more real. For example, I sell a black tea, warming the stomach (selling point), brewing in the office in the afternoon in autumn and winter (scene), working (scene), too strong (negative review), and the summary is [This black tea is very warming to the stomach. I have to brew a pack in the office every afternoon in winter. My colleagues will also come over to ask for some. The only drawback is that it is too strong. I should put less. ]
2. Product Operation- Because we are a self-operated brand with our own factory, the products can be customized according to the operation ideas. If your company also has such conditions, there are more things you can do. I offer an idea. First, initiate a vote or survey, and combine the background data to understand the user's average order value and the preferred categories. Then quickly put it on the mall to test sales. For example, if no one buys 500g of green tea, test a 100g self-drinking package and adjust the price accordingly to see if more people will try it. In the process of testing products, you will gradually understand your user preferences and increase transaction volume.
- Secondly, we plan the products, which are divided into traffic-generating products, profit-making products, and hot-selling products according to their functions. Traffic-generating products are the free products mentioned above with paid shipping, and profit-making products are products used for profit, usually gift-giving tea. Hot-selling products mainly highlight the cost-effectiveness, are used for quick transactions, and are used for repeat purchases, with lower profits. Of course, hot-selling products require continuous testing to know what products can attract users.
3. Conversion 1. Event Planning When it comes to conversions in the e-commerce category, activities are more important. Here, we will briefly explain this using a case study of an activity centered around the New Year Goods Festival. A. Activity Preparation - Resource inventory: Resources here include material resources and channel resources. Material resources are used to motivate activities and are essential to increase the participation rate of activities. Channel resources are the advertising space of the activity, which affects the number of users participating in the activity.
- User analysis: What user group is this event targeted at? The New Year Goods Festival is tied to the Spring Festival scenario, including entertaining guests and seeing off guests, so drinking by oneself and giving gifts are relatively strong scenarios and are suitable for all users.
- Product inventory: According to the existing products, they are stratified first by gift giving and self-drinking, and then by price. This is more appropriate, so that users at different stages can be satisfied according to consumption scenarios and purchasing power. According to past historical data, self-drinking tea within 100 yuan/jin and gift tea within 300 yuan/box are more popular, so I will put them at the top of the event.
B. Event Planning - Activity goal: Set the sales target for this event, evaluate the results of previous years' activities, and then break down the target according to channels and new and old users. Clear breakdown can improve the completion of the target.
- Activity gameplay: Activity gameplay can affect user participation. Collect more marketing tools, such as full discount, group buying, and flash sales, which are called marketing tools. Understand the application scenarios of each marketing, and then match the purpose of the activity, so that you can plan the gameplay of the activity more flexibly. In a scenario like the New Year's Festival, the main purpose is to make conversions, so full discount, full gift, and lucky draw are more appropriate gameplay.
- Activity process: Use a flowchart to draw out the overall activity process in advance, that is, the user's participation path, and think about whether there are any stuck points or mistakes.
- Marketing page planning: Because it is a self-operated mall, we also need to design and plan the landing page of the event. I use Axure to draw the framework of the event, and then connect the functions with the product manager and the event screen with the designer.
- Data indicators: indicators first, plan in advance what data needs to be monitored for this event, so as to facilitate technical tracking and make real-time adjustments based on the data;
- Activity budget: what expenses will be needed for the activity, what is the expected output, list the details in a table to facilitate ROI calculation;
- Contingency plan: List various situations, such as mini program failure, insufficient prizes, wool party fraud and other emergencies, and formulate corresponding contingency plans.
C. Activity Execution - Design side: responsible for the design of the activity landing page, and check with the operation after the design;
- Technical side: responsible for the development, testing and launch of the activity page;
- Operations: responsible for activity preheating, monitoring data and adjusting in real time
- Customer service: responsible for answering questions from users during activities;
D. Activity review - Data review: review various indicators of the activity;
- Process review: whether there are any problems or areas that can be optimized in the activity process;
- Collaboration review: whether there are any problems in the collaboration between departments, such as the technical schedule not keeping up, and how to avoid the problem next time.
4. Live Broadcast The main purpose of live streaming is to promote activation and rapid conversion of private domain users, but the strength of live streaming must be calculated, because it is extremely easy to conflict with mall activities. Live streaming is essentially a promotional activity, and the activity will definitely release the user's purchasing demand, so the conversion rate of the mall activity will be reduced. If you also encounter this situation, it is best to combine live streaming and mall into one person to coordinate, otherwise there will be conflicts between live streaming members and activity members. Here is a brief plan for live streaming: - Purpose of live broadcast: Clear out the products with low inventory
- Live broadcast type: transaction amount
- Activity gameplay: Auction (price increasing)
- Product plan: Contact the warehouse to count the scattered products in stock and make a detailed list;
- Implementation plan: The live broadcast operation and product departments confirm the lowest selling price for each item, and arrange for online sellers to raise the price in the live broadcast room until the item meets the minimum selling price and can be sold normally.
5. Repeat Purchase The first is the membership system. The membership system is a marketing tool that has existed for a very long time and has a great effect on user retention. It turns users into loyal users through membership and increases the user life cycle. The second is transaction data analysis. First, analyze the user type, whether they prefer to give as gifts or drink for themselves. For those who prefer to give as gifts, we need to push messages in advance when there are festivals. For those who drink for themselves, there are two ways. One is to calculate the repurchase cycle based on the time difference between the user's order, and the other is to calculate based on the amount of tea purchased and estimate how long it will take to consume it. The third is activities. Activities are one of the best ways to achieve the goal. Activities are planned for the purpose of repeat purchases, and after execution, they are reviewed to observe changes in the repeat purchase rate. Fourth, collect the reasons for repurchase. If necessary, conduct a survey with new users (tell them there will be a reward before the survey) to understand their motivation for repurchase, and then register and keep updated. There are many factors that affect user repurchase. Only by understanding enough can we continue to influence user behavior. The fifth is channels. Users from different channels vary greatly. Based on the channel user analysis, we can find the channels with better repurchase rates, infer the channel characteristics, and find similar channels for cooperation. Summarize This article mainly takes the perspective of a private domain operator and gives a simple explanation of the entire chain of private domain operations, so that those who want to engage in private domain operations can have a framework understanding. If each section is to be expanded, there is a lot to say. If you want to become a private domain operator, choose to start from community operations, and then learn more about other business lines. Author: Wu Yiji from Southern Fujian |
