How to realize panda cake brand through private domain operation. ...

There are many people teasing on the Internet. How to judge whether a person is a social bull or a social phobia? Then watch his performance when he collects pandas from cakes. Although it is a kind of ridicule, it can be seen that panda has become a dark horse with its creative distribution model, and stands out in the fierce competition baking market. However, the success of panda not taking cake is not only a creative distribution model, but also a way of private sector operation transformation, which is worth learning from many enterprises. Panda does not take the online order+creative distribution model. After customers place orders online, they will be produced and distributed by local warehouses. When delivering goods to customers, the delivery staff will wear panda costumes, sing happy birthday songs and dance to create a lively birthday atmosphere for customers. For pandas who have given up offline stores, online ordering mode can save a lot of store and equipment costs. At the same time, however, the online ordering mode is also prone to the problem of high customer acquisition cost due to excessive dependence on platform traffic, and customer traffic is not owned by the brand itself. If you want to reach customers again, you must continue to pay for traffic. Therefore, in order to solve the problem of high traffic acquisition cost, Panda will focus on private sector operations instead of cakes. In 2020, Panda's cake income will exceed 800 million, of which private domain income will account for 70% of the total income, and repurchase users will account for 70%, with an average of 3.7 repurchases per year. This achievement undoubtedly proves the success of panda's operation in private domain. How does Panda's persistent private domain operation realize customer transformation? Today, Heli Yi Jie will give you an analysis. First, the public domain drainage, the construction of enterprise micro-flow pool 1, online platform drainage: Panda does not go through Tik Tok, Little Red Book and other content marketing, users spontaneously recommend sharing content, and then guide customers to pay attention, and then guide them to enterprise micro-groups for customer training and incubation. 2. WeChat official account drainage: through the WeChat official account menu bar, follow the push content and tweet link, and set the channel live code to drain to the enterprise. In addition, Panda also set up a link to add enterprise micro on the homepage of the video number to increase the drainage channel of enterprise micro. 3. Third-party platform drainage: for customers on platforms such as Hungry and Meituan. To guide new and old customers into the group with consulting services and preferential activities. 4. Off-line drainage: When delivering to customers, the delivery staff will invite customers to scan the code and add micro on site to improve the drainage effect. Second, the channel live code and stored value members, to build a fine customer portrait Panda can not only evaluate the drainage effect of different channels, but also retain the information that customers browse on different platforms, and provide data support for building customer portraits. In addition, Panda also collects customers' names, birthdays, interests, purchase records and other information. Without going through the member recharge system, and building a complete customer portrait, which is related to enterprise micro. Before and after the customer's birthday, push the content such as birthday welfare coupons to guide customers to place orders. Third, enterprises can slightly touch customers, improve private domain repurchase, transform pandas, and guide the increase and repurchase of private domains through membership recharge mode. Because of the uncertainty and timeliness in buying cakes, Panda does not adopt the policy of recharging members to provide preferential treatment, and attracts customers to buy members through greater preferential treatment. At the same time, the amount of recharge members is also set reasonably, and the membership threshold is set at around 499 yuan. After a customer buys a top-up member, the amount around 500 yuan won't make the customer give up easily, thus realizing the increase and repurchase of the member. In addition to re-purchasing through recharging members, Panda also keeps pushing SOP content such as preferential activities or some excellent SOP content shared by daily cake products, constantly cultivating and stimulating customers to place orders and realizing private domain transformation. It can be said that the success of Panda in not taking cakes is not only because of the novel business model, but also because of the high conversion rate of private domain operation. From the channel live code to the enterprise, with the help of the function of the channel live code with its own label, the customer portrait is initially constructed. At the same time, relying on the customer historical purchase records of the member system and the order system, we will further improve the customer portrait and pave the way for private domain operation. Finally, relying on the member recharge mode and cooperating with the private domain SOP incubation, customers can increase purchases and repurchases. The success of Panda's cake-free private domain operation is also inseparable from the assistance of private domain operation tools. The private domain SCRM products jointly launched by us and Yi Jie can not only build the basic ability of private domain operation for enterprises in the aspects of live code drainage and customer portrait construction, but also provide unique insights and insights in SOP operation to help enterprises improve their private domain transformation. For more high-quality content, please see: