Retail Enterprise ｜ These four methods, teach you to do a good job of community marketing

The current retail company must make good use of social marketing tools. In the future, retail stores must be the standard configuration of “store community”. In the environment of the mobile Internet, retail stores must have both stores and groups, and learn to do a good job of “store community” new retail model.

The groups can help retail companies generate a lot of important value. From the perspective of consumers’ marketing perspective, companies need to plan the operation of the group from three aspects:

From the perspective of marketing: the biggest impact of mobile Internet on retail companies is The effective tools of the link customers in the past.
In the era of no mobile Internet, there is a loss relationship between retail stores and customers. After the customer purchases complete the departure store, companies cannot effectively find these customers and cannot effectively affect these customers. The result is the continuous loss of customers and the continuous decline in activity.
The analysis from Yu Ying, vice president of Carrefour China: Carrefour flow has fallen by 50%in the past five years. I arrived at the store.
In the environment of the mobile Internet today, companies can use the connection methods provided by the mobile Internet to effectively solve this problem, that is, the relationship between the relationship with the customer to relation. Through this relationship of real -time links to effectively activate customers and effectively affect target value customers.
The current mobile Internet has provided effective means of multiple link customers: you can establish a registered link with target customers through the APP, applets, and third -party link platforms; Target customers establish social links; they can also establish content links with target customers through public accounts and other content platforms.
In this, the link of the community is a very important way to connect. Using this circular connection method of the community can generate interactive social means and form a very effective customer link.

At present, many enterprises do not pay enough attention to the brand communication and marketing communication of many companies in the way of groups, and there are not many ways and methods for overall communication.
The new mobile Internet environment has changed the marketing and communication environment of retail companies in the past -new mobile communication is gradually transforming niche communication methods by mass communication methods, and the socialized communication method led by enterprises From the transformation of his self -communication, he transformed from a relatively single communication method to a richer way of communication.
In this conversion process, the community is already a very important communication platform. Under the current communication environment, how to transform new means of communication, promote the better communication of enterprise brands, and better broadcast the better broadcast of all marketing actions of the enterprise, the community will produce a more important role.
The two major features of mobile Internet communication:
The main effect indicators of mobile propagation are to produce propagation fission and produce better transmission effects by continuous fission. This is the marketing goal that corporate brand promotion and marketing must achieve.
In the way of the community, the key is to help companies find “seed users” that spread, that is, KOL that can better produce communication effects. The dissemination effect of seed users and KOL can produce 1*1000 communication effects. Essence
So the use of the community method, constantly find seed users, continuously cultivate seed users, and continuously produce the secondary communication fission of seed users. action.

The companies are paying attention to this action, but most of them lack a system.
The groups can be sold, but there are differences between the group selling goods and the sales logic of the store. Store selling goods is an autonomous purchase behavior of customers. Selling in the community environment is a successful behavior and group behavior that can produce fission effects.
The new retail model of retail stores to realize the “store community”. On the one hand, it is necessary to use group -capable store sales functions to produce better sales effects; It can surpass the category boundary and business district boundaries of the store, make the category wide, bigger the business district, and achieve better sales effects.
Therefore, in order to achieve the above marketing goals, companies need to focus on the new retail model of stores communities to achieve systematic adjustment of corporate business philosophy, category management model, procurement model, and operating system, establish stores communities communities New corporate marketing system.
The purpose of making groups is to effectively solve customer links. Therefore, around this change, enterprises need to change their business philosophy, and the focus of enterprise operations needs to be transformed to how to effectively grasp customers. Especially valuable customers, realize customer links and real -time online link status.
The planning and design and layout atmosphere of the store needs to reflect people -centered. It must effectively enhance the social attributes of the store and have strong social functions. To eliminate the concept of traditional stores centered on goods, we must turn customers into the protagonist of the store.
The category management concept of stores should be adjusted, and the mode of category management must be weakened. Focusing on the needs of value customers, combining the market characteristics of the business district, creating explosive products will be the main operating means in the “store community” environment.
The main criteria for measuring corporate operating capabilities in the past are the level of category management. The main indicators are 20:80 principles, that is, 20%of goods and 20%of categories contribute 80%of sales. In the future “In the environment, it may become 2:80, that is, it may be that 2%of the product contributes 80%of the store’s sales performance.
The commodity management and category management in this environment requires basic category management effective explosive operation.
In this new retail model of “store community”, enterprises’ procurement and store operations need to change the customer -centric working model. Customer value is the main goal.
In this environment, everything around the main line of communication, purchasing personnel and operators need to effectively integrate the needs of communication around their own specialties, and use the great effects to play. Purchasing personnel, store staff, operators, and all personnel need to have certain communication design and planning capabilities, and need new marketing capabilities in the community environment.

It to do a good job of community marketing, you need to do a good job of community operations according to the following four steps.

Cuching groups is an important foundation for community operations.
The retail stores have very good conditions for building groups. They already have brand endorsements and have a certain stable customer base.
Curagate must first eliminate psychological obstacles: worrying that customers will be disturbed. According to research on third -party agencies: nearly 70%of people are willing to accept information and are willing to establish a community -based link.
The retail stores cannot be an extensive group model, that is, pulling everyone, regardless of its attributes, consumption power, demand points, etc. difficulty. This is also the main reason for many groups to become dead groups, or to be active and dived by individual people.
Enterprises should establish a matrix of social operations, which can establish related groups according to different customer dimensions.
This can distinguish the following dimensions:
The enterprises should pay special attention to building seed user groups. Such group members will generate very important communication value and will also generate many important value in the store.
The enterprises must not only build their own groups, but also combine the actual situation of the business district to make good use of other valuable communities around the business district: square dance aunt group, Tai Chi group, Baoma group, fitness group, etc.
It different group themes according to the attributes of different groups:
In short, different customer attributes should build different groups and determine different communication themes.
The number of people in the group should be determined according to the actual situation. Generally, do not make large groups. The number is generally about 200 people. It is not necessarily 500 people, the key is to pull people of the same attribute together.
The method of building groups can be available:

Pujian groups, in the operation of group operations, the most important action is how to activate the members of the group, that is, your target customer. The goal that can be achieved in the end is: members of the group can generate high trust and high dependence. In the end, this trust and dependence can be converted into the actual operation of the enterprise.
The active goal is to increase the frequency of the target customers to the store frequency and activity, from the weekly living to the daily life, and even the daily life.
The rules of the seven major rules:
(1) Emotional activation: group must be an emotional space, and the group will largely supplement the emotional link between the enterprise and the target customer to effectively solve the effectively solving Enterprise, an emotional “legal person” and emotional person with emotional people.
The groups should talk about emotions and use emotions to link target customers. In the environment of the group, the social distance between the enterprise and the goal should be used to use emotions.
If you do n’t talk about emotions, it is still a “hard” selling relationship, and it will lose its significance of making groups.
(2) Commodity activation: When retail stores do the community, it must be closely integrated with your product operation.
What products are suitable for groups and what kind of product information is suitable for pushing? Be sure to combine the characteristics of the group: how to produce a sense of topic, how to resonate members, and how to explode.
The products pushed by groups should not be simple product options, nor can it be distributed by information on price.
The product selection is very important. The best product selection goals are: new, strange, special content. The goods must have three new: new meaning, fresh, and trendy, and have a certain uniqueness.
(3) Content activation: If you want to activate the group members, the content transmission is very important. To combine the characteristics of the group, choose the suitable communication content. Good content can produce important functions such as adhesive, lubricating oil, and amplifier.
At present, there are many ways to make content, which can be graphic or small videos. Especially for small videos, the communication effect is very important.
(4) KOL activation: KOL marketing refers to the socialized media marketing communication behavior of KOL participation, with the advantages of group communication and mass communication, and its marketing value has also been recognized by the market.
The retail stores should attach great importance to the value of KOL in the community marketing center, and combine community operations to cultivate their own KOL -gourmet people, food, parenting experts, health experts, and sports experts to make them in the community Gradually play an important role.
It use KOL around the store business district -the convener of the square dance, fitness coach, taekwondo, senior monthly, well -known chef practice, etc., so that they can be closely combined with your community operations and exert it. Good their value.
(5) Activity activation: continuously organize various innovative activities. Including activities in the community and various offline activities.
The retail stores should specially combine this prominent advantage of the store, combine community operations with the store activities, and give full play to the advantages of “store community”. To combine the characteristics of community members, organize some valuable experience activities, such as: brand experience, picking activities, parent -child activities, etc., to use the important value of activating members and closer distance.
(6) Red envelope activation: Red envelope is an important activation group member’s function set by WeChat platform settings. It is necessary to scientifically and effectively use the important means of red envelopes -what kind of group is suitable for red envelopes, when will it be issued? How much? A set of rules must be designed. In particular, we must combine the reality of the group to closely combine red envelopes with strengthening the relationship between members.
In a marketing environment, any action must be clear. The same is true for red envelopes.
(7) Mini Program activation: The applet is the main technical tool for establishing links, activating group members, and generating greater marketing value for WeChat innovation. Mini programs can generate systematic marketing value based on group -based environments.
It to start the link, to achieve the goal of online linking with target customers through small programs, turn the applet into the main means of link customers.
It how to import related marketing actions after links, companies need to configure appropriate online marketing platforms. This online marketing platform can build more functional values ​​such as online transactions, connecting third -party platforms, and online marketing of enterprises.
In the online marketing environment, the marketing concept and marketing methods of the enterprise need to be adjusted. The price means gradually, give up the traditional customer unit price theory, and change to how to increase the target customers to the frequency of stores and increase the purchase frequency. How to generate more effective repurchase rates as the main marketing goals.
The can also have many ways to activate customers, and in the future, more effective ways will be innovated.

The group is a very loose organization. To make a good group, there must be a complete set of management rules, and there must be a special person managed (the group without a special person is very easy to be trapped in chaos). The groups that do well in the group are managed by special personnel.
The is very important to choose this group administrator. Observe a lot of group management and draw such a point: not everyone will manage the group. Many people do not have the ability to social management, and many store managers will not care about groups.
This must have a strong social ability, especially the ability to manage acquaintances and semi -acquaintances, and have the ability to turn life to mature people. To have enthusiasm, delicate, and thoughtful, there must be a certain tone.
The groups must establish rules: groups without rules must not be done well.
The group should determine the theme: the communication of the group should be carried out around the theme. Try not to deviate too much. It is not possible to violate political discipline and illegal.
Faced with the era of 5,000 friends who have entered, in the face of more and more groups, we must pay special attention to the following principles: try to create value for members and minimize the interference of spam.
The groups of retail stores should be adjusted regularly: First, through the operation of the group, gradually screen out some value customers, optimize the VIP value customer group of the enterprise, and gradually eliminate some invalid group members of the traffic; two Through appropriate adjustments, the value of the group is enhanced and the activity is enhanced.

The value of the group, on the one hand, make the group well, and more importantly, the value of the group members, especially the seed users, use the means of communication in the mobile environment, and generate more through seed users to generate more. Large marketing spreads, which will generate greater value.
Make the content of communication, and good content has the spread of communication.
The propagation should rely on some effective means of communication to facilitate the spread of members of the group. At the same time, in the mobile Internet environment, with the help of new online trading methods, spreading a greater role. The marketing model that is separated from the transaction separation from the transaction has now formed a marketing model of communication and transaction integration.
Is one of the very important marketing models in the future is to achieve sales in communication and realize spread in sales.

On the basis of the traditional business model of existing enterprises and stores, the simple “store community” model will produce a certain effect, but the fully go to the store model and complete the product as the center -centered center The business philosophy cannot fully adapt to the new retail model of stores communities. It is necessary to combine the current community marketing environment and the current mobile Internet communication environment to make appropriate adjustments to the operating system of existing enterprises and stores.

In traditional stores, most of them are reflected in the business model centered on goods, including: the design layout, departmental functions, and post settings of stores. Essence
The marketing model of “store community” to change the store’s operating system should be adjusted.
. Their main responsibilities are to use the current community, links, communication and other effective means to effectively capture customers, effectively activate customers, and effectively grow customer value.
It to create the IP attributes of the store, create a “feel” of the store, and resolutely cannot set the customer restriction measures under the influence of the traditional concept of “prohibiting taking pictures”. It can generate customers to take pictures and automatically distribute the circle of friends, representing the marketing capabilities of the enterprise to catch up with the changes in the times, and have the marketing capabilities in the new mobile Internet environment.
The independent communication that allows customers to generate is the most valuable communication.

The marketing has become the leading leadership in the mobile Internet environment. The marketing model of retail companies must be adjusted and reconstructs the new mobile communication as the main line marketing system.
The enterprises should establish a special communication department, and stores should set up a special communication commissioner. The communication department must have a strong content production capacity -that is, it can produce more internal communication of enterprises, and can drive the value content of seed users and target customers.
The content must be very broad, not limited to the product and promotion itself. It is necessary to combine the propagation characteristics in the Internet environment, with “two micro -shaking” as the main platform, and combined with public accounts and small videos related to communication elements to build a new new marketing system dominated by communication.
The marketing conversion of retail companies is to build a new marketing system dominated by new communication.

Faced with the new retail market environment, the traditional model of retail enterprises must be adjusted; in the face of the current communication marketing environment, enterprises must change the traditional commodity organization and category management model; For new stores new retail models, companies need to convert the product and category management model adapting to the community environment.
In a community environment, the organization of goods must actively innovate the “explosive product” model, and the community itself can produce a good soil that causes “explosive products”.
Category management and marketing models should actively innovate category innovation in combination with the current consumer demand characteristics. From the original category management model with the physical attributes of the product, the category management model with a scenario -based scenario of consumer life needs is transformed.
The focus of focusing on the needs of target customers, focusing on marketing needs in the community environment, and promoting scene -based category management and marketing model innovation.
This must be the main direction of the change of retail store categories. This change requires a process. In addition, sceneization must be a manifestation of thousands of shops and thousands of faces. In the future, the categories of corporate categories are differentiated, and the key breakthrough points of creating new competitive advantages are mainly concentrated in the main direction of sceneization.

The traditional chain retail model is characterized by the high unified management of the headquarters. This chain model is based on standardization as the main management method. Although standardization brings the efficiency of corporate management, it has greatly sacrificed the organization’s innovative vitality.
At present, the result of this chain mode is “a thousand stores”, and this retail pattern can no longer adapt to the current consumer demand changes.
I compared the point of view of an expert: The main feature of the current consumption change is that the changes in consumption are too fast.
The current consumption demand has indeed form a “changing” situation. Faced with the rapid changes in consumer demand and the rapid changes in the market, the main sign of inspection of the core competitiveness of the enterprise in the future is the innovative ability of the enterprise.
The retail enterprise must re -build a new corporate organization model, giving stores, managers at all levels, and employees at all levels to innovate to adapt to the continuous changes in the market.
If: Bao Yuezhong (WeChat: BC7180), senior economist, expert from the Ministry of Commerce “Wancun Qianxiang Market Engineering”