As the first product to cut into the automotive aftermarket by car washing and take the lead in obtaining the C round of financing, Diandian Car Maintenance has opened up opportunities for the development of the industry, and homogenization competition is inevitable. Blind followers only see the new data surface, ignoring the most basic problems such as user base, open rate and active rate. The single product, inaccurate positioning and blindly following the trend of "burning money" subsidies can not cultivate users' loyalty, and also make latecomers lack hinterland depth in the value chain.
The core of operation is to go deep into each module and process, and show the information of offline merchants to the demanding users by providing information and services, and then users can enjoy the services offline. Diandian automobile maintenance and operation center is mainly composed of three departments: merchant operation department, user operation department and customer service department.
Responsible for the delivery of all products online, and get through three services: supply, demand and feedback.
The merchant operation group is mainly responsible for the approval of merchants' entry, the optimization of front and back office, and other commodity services. It helps merchants to increase the number of orders through promotion and traffic distribution, and operates more than 20,000 merchants in 30 cities across the country, from the initial merchants simply considering the number of orders of car owners to launching personalized services suitable for different merchants through the platform. In the case of disorder, nonstandard service and poor experience, the platform provides users with a series of transparent and monitorable services. Due to the limited carrying capacity of services, the demand of merchants for the number of customers is limited, and it is not necessarily that the more customers the better. Merchants will launch cheaper and maintenance package services according to different business characteristics, so as to attract car owners to experience products at lower prices. Therefore, we pay attention to the gap between the original services provided by merchants and the current services to attract multi-party consumption.
The data analysis of user operation groups is very huge, covering more than 6 million user groups nationwide, but big data marketing is not about size, but about segmentation and accuracy, and how to use the company's own data, including official website, launch, CRM and industry data provided by the media; There are also data mining and analysis of crowd data, behavioral interests and other data to achieve precise marketing. After all these data are collected, what the operation needs to do is to get through these data. Only by getting through them can we see which channels this group of people come from in each transformation, which can form a strong desire for secondary or multi-directional consumption, and which step is to influence the decision of the whole user.
In addition to the above two, the data of customer service center will be relatively more accurate, which is the channel for users to receive accurate information directly. Most of the groups are car owners and merchants, with a wide range of receiving categories, mainly based on product information. Usage problems, merchants joining in, and helping users solve problems encountered in the use process are all aspects that need to be understood in operation. The problem weight accepted at each stage will also change the product operation orientation, and the collection and feedback of these data will be used as a guide to improve the product.
Of course, how to identify accurate users and increase user stickiness is the first priority. Based on the user habits and psychology of platform data, product-level analysis needs to completely open up online and offline platforms, and everything is user-centered. Information flow and capital flow are realized online, and business flow and service flow are realized offline. Through fragmented channels and personalized content, combined with various interactive and accurate social marketing.
Diandian Car Maintenance integrates information, reservation, discount, comment and other service links into the same platform through multi-party data collection, and realizes online guidance and offline consumption mode based on LBS, which helps users make quick decisions on service requirements and improves convenience and applicability. After the car owner pays for the service successfully, he can evaluate the service of the merchant, thus establishing a credit supervision system. Online to offline, the information of merchants needs to be true and credible, and there are certain restrictions on merchants in order to bring greater value and attraction to users. The Chebaotong plan launched this time is based on a guarantee evaluation tool similar to Alipay, which protects the interests of car owners and businesses through maintenance methods such as quality deposit and advance payment.
The above is what Bian Xiao shared with you about Canon Auto Maintenance Big Data accurately acquiring active users. For more information, you can pay attention to Global Ivy and share more dry goods.