Recently, the street stall economy has become popular...

Everyone in the circle of friends is setting up various street stalls, and secrets of getting rich by setting up stalls have begun to be circulated in major communities.

Information on “street stalls” in Moments and communities

If you want to sell better at a street stall, I recommend everyone to use an artifact—Business WeChat. The imaginative Internet people are already preparing to use WeChat Enterprise to generate "private domain traffic for street stalls".

Now, more and more brands are exploring how to use corporate WeChat to drive private domain traffic. According to Tencent data, more than 80% of China's top 500 companies have now opened corporate WeChat, and all major companies are doing better and better:

During the epidemic, UR users who closed their stores at home WeChat activated 10 million members, causing online sales to increase by more than 50% month-on-month in March;

Guazi Used Cars officially used corporate WeChat to link users in February this year, greatly improving conversion efficiency. In addition , and also made a series of gadgets based on the enterprise WeChat client to enhance user experience;

Watson’s uses enterprise WeChat to engage 20,00 shopping guides and connect more than 3 million consumers. With its user base, Watsons’ mini program set a single-day GMV record of over 10 million on Women’s Day this year.

It is worth mentioning that Qiaqia Food, a veteran enterprise WeChat player, just recently released a first quarter report for 2020 showing that revenue from January to March was 1.147 billion yuan, a year-on-year increase of 10.29%. It is one of the few companies that has bucked the trend and grown during the epidemic.

In this issue, we take senior enterprise WeChat players in the retail industry such as Watsons, Qiaqia, and UR as examples to break down how they use enterprise WeChat to play with private domain traffic.

How to use Enterprise WeChat to attract traffic?

The first step in creating private domain traffic is to think about where the traffic comes from. WeChat Enterprise has connected with WeChat, which has 1.2 billion monthly active users, and its traffic drainage efficiency can be said to be “instantly beating” its peers. In this way, we can directly use Enterprise WeChat to attract new users, and users do not need to download Enterprise WeChat.

Currently, there are four main ways to attract new customers on WeChat: Moments advertising, public account traffic, online App traffic, and offline store posters (or street stalls to attract traffic).

1) Moments advertising

Some time ago, WeChat advertising provided an efficient channel for businesses to acquire customers on WeChat: by placing ads in WeChat Moments, companies WeChat traffic.

For example, a company that sells handmade women's bags uses this method to divert users to corporate WeChat. The basic path for users from being exposed to advertisements to adding shopping guides to corporate WeChat looks like this?

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It is worth mentioning that we can authorize Enterprise WeChat in the WeChat advertising background, add departments or employees to create a customer service group, and then automatically generate a customer service group 2 QR code, used for advertising in Moments.

When the user scans this QR code, the system will randomly assign a customer service member in the group to the user. After the user adds the customer service, they can have one-to-one communication.

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According to official data, through the operation mode of WeChat advertising + corporate WeChat, the active consultation rate of users of a men’s clothing e-commerce company reached 27.5%; Internet smart insurance The interaction rate of service provider @白熊宝? has increased by 3%-5%, and the customer information collection cost of real estate industry representative @Zhongshan Vanke has dropped by more than 60% compared with the industry average.

2) Official accounts to attract traffic

Using official accounts to attract traffic is suitable for brands whose official accounts themselves have a traffic base.

For example, Juewei Yabo tweets on the official account to guide users to add customer service corporate WeChat; another example is Watsons and Qiaqia at the original customer service entrance of the official account (the menu bar of the official account, or follow the reply) , add the customer service’s corporate WeChat QR code.

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Juewei Duck Neck on the left, Watsons in the middle, Qiaqia on the right

Of course, we want more users to add our corporate WeChat , give the user a reason to add. For example, users can be told that after adding friends, they can get an exclusive consultant, or they can receive red envelopes, receive discount coupons, join groups to receive benefits, etc.

3) Online App Drainage

The online App Drainage method is suitable for products with relatively large online traffic.

For example, the car page details page of the Guazi used car App client will have the salesperson’s corporate WeChat QR code to guide users to add corporate WeChat.

The salesmen will also set up a "gimmick" to allow more users to add, such as "I will add your WeChat through corporate WeChat, usually make car source recommendations for you, and usually have price reduction promotions." Tell you" etc.

@王飞阳, the person in charge of the WeChat platform & online car sales product of Guazi used car company, said in an interview with the media that in the past, Guazi used cars reached users through phone calls, but now they reach users directly. Guide users to add the salesperson’s corporate WeChat account. The stickiness of WeChat business scenarios is stronger than that of phone calls, and the reach rate is also higher.

4) Offline store posters

If the company has offline stores, it can use store posters to attract traffic and directly put personal accounts or community QR codes in the stores (usually Say it is a personal account) and attach the reason why the user added you.

Texhong and Watsons will put corporate WeChat QR codes in their offline stores to attract traffic. (Friends who don’t have a store can consider using street stalls to divert traffic)

In this way, Watsons has set up a hook that allows users to actively add friends, telling users if anti-epidemic products such as masks and disinfectants arrive. When the goods are available, we will notify you as soon as possible.

According to official data, Watsons has nearly 200,000 new customers connected through Enterprise WeChat.

Watson’s also has a “hidden” way to attract traffic: setting up a shopping guide business card on the payment results page. Customers can directly add the shopping guide company’s WeChat account after payment (of course, this kind of online purchase payment is also possible).

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How to use the enterprise WeChat group to activate users?

In order to better serve and convert users, companies usually divert users to WeChat communities. After attracting users to the community, we must find ways to make users feel the value of the community and retain users.

As for active and retained users, Watsons and Qiaqia have a variety of ways to play, and community partners can learn from them directly.

1) Group welcome message setting

The setting of the group welcome message is very particular. It should give users a good experience while promoting conversions.

Watson's welcome message is very simple and rude. It welcomes users in one sentence, and then attaches a small program at the mall entrance to guide users to place orders.

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Unlike Watsons’ direct entry for users to place orders, Qiaqia will send two types of coupons to each new user to increase conversions: The first one It is a no-threshold coupon, valid for only 3 days; the second is a discount coupon, with a purchase of 49 or more, 20 off.

The no-threshold coupon is to allow users to complete the ordering action in the shortest time (3 days); the full discount coupon is to allow users to collect enough discounts to buy more on the platform Tools to increase user unit price.

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Recently, Qiaqia installed a little assistant robot in the community. When the user Aite Assistant and adds the corresponding keywords, you can I received an automatic reply from the robot.

As a result, Qiaqia’s group welcome message was upgraded. In the welcome message, users were first informed of what services were available in the community, and then a large discount coupon was attached to guide users to join. one.

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2) Guide users to participate in the lottery

For the daily activity of the community, we can use game applets, lottery applets, etc. , guide users to participate in games and draws. Let users feel that being in this group is fun (participating in games) and at the same time taking advantage (having the opportunity to win prizes).

For example, communities such as Watsons, Qiaqia, and Lao Luo will use game and lottery activities to activate users and let users feel the value of the community.

Among the Qiaqia user groups, there is a fixed game time every week to guide users to participate in the game to gain points, and users with the highest points ranking can receive prizes.

The amount of the prizes will not be large, but the number is large enough to ensure that all users participating in the game can get the prizes.

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The setting of prizes is also very knowledgeable. For example, in addition to setting physical prizes, you can set up some more discount coupons to further guide users to place orders.

3) Insert development-type games

In addition to daily activities, you can also implant development-type mini-games in the community to guide users, just like Qiaqia. Invite friends, sign in, check in and other actions to earn points (water drops).

When the points (water drops) obtained by the user reach certain conditions, they can participate in the lottery or exchange them for physical goods.

The underlying logic of this gameplay is similar to Pinduoduo’s Duoduo Orchard, in order to make users dependent on the brand.

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4) Guide users to help each other

Game mini-programs and lottery mini-programs can be actively used as daily communities. When we want to do some important "conversion" activities in the group, such as live broadcast, we can use friend assistance mini programs to guide users to help each other in the early warm-up.

In this way, information related to the start time of the live broadcast can be reached to more users as much as possible, so that the group activity can reach its peak.

Before the live broadcast on WeChat, Qiaqia guides users to invite friends to help make the community active. Everyone has a great time in the group, and they also take the initiative to share the mini program with their friends and invite them to join the group.

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At first glance, it feels like the Pinduoduo Mutual Aid Group is already there

The group administrator @青小宝?will welcome the group The language is set to "live broadcast start time + live broadcast process lottery notice". Whenever a new user joins the group, the "welcome message" will be triggered.

In this way, more people will see and remember the live broadcast time, and participate in the live broadcast when the time comes. The number of viewers of Qiaqia's live broadcast that night has reached 50,000.

How to use corporate WeChat groups to promote conversions?

The purpose of establishing an enterprise WeChat group is to better serve users, and ultimately to convert users. So regarding transformation, how do Watsons and Qiaqia do it?

Generally speaking, there are three common ways to play: activity conversion, live broadcast conversion, and circle of friends conversion.

1) Activity conversion

The simplest way to convert is to do activities. If you want users to keep buying and buying, do activities frequently. The form of the activity does not need to be complicated, the simpler the better, such as discounts, group grouping, bargaining, etc.

In the Watsons community, I can see activities in the group basically every day. They use various gimmicks as reasons for "discounts" to get users to place orders quickly, such as "Watsons Plaza” themed promotions with 50% off, “community exclusive events, XX facial masks with 40% off”, etc.

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In order to allow more users to participate in the event, they will also conduct some flash sales activities. As long as the activity price given to users is "sincere" enough, the conversion rate will generally not be much different.

Flash sale activities can be said to be essential for community conversion, and are used by brands such as Watsons, Qiaqia, and UR.

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Left 2 Qiaqia, right 2UR

2) Live broadcast conversion

In addition to using it within the community In addition to converting various activities, you can also use corporate WeChat group live broadcasts to coordinate activities to monetize.

Although the enterprise live broadcast does not have a direct link to bring goods, the enterprise WeChat live broadcast does not require development or application, and is open to the whole industry, which is still very popular.

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Live broadcast entrance on Enterprise WeChat

In addition, brand merchants can also use mini programs in the Enterprise WeChat group live streaming.

For example, brands such as Watsons and Qiaqia use mini programs to live broadcast in corporate WeChat groups to activate the community and guide users to find store managers to place orders.

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On the left is Qiaqia Live Group, in the middle is Cha Cha Live, and on the right is Watsons Live

It is said that during the epidemic, Watsons did thousands of live broadcasts Live broadcast, each live broadcast can achieve an income of several thousand to tens of thousands of yuan.

If you want to use live broadcast to achieve conversion, you must do the corresponding work before the live broadcast starts, during the live broadcast and after the live broadcast ends, for example:

Before the live broadcast starts, We need to cooperate with activities such as lottery draws and friend support to ensure the activity of the community. At the same time, users should be constantly reminded of the time when the live broadcast will start, as well as the benefits that will be distributed during the live broadcast, so that more users can participate in the live broadcast.

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During the live broadcast, we can conduct staged lottery activities to retain users during the live broadcast.

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After the live broadcast, in order to prevent the group from becoming completely cool, you can publish the lottery again to guide users to participate, and at the same time, you can preview the time of the next live broadcast event. It can also guide users to post orders in the group and give certain rewards to users who post orders.

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3) Moments conversion

The corporate WeChat nickname comes with corporate certification information, and the certification information can be the abbreviation of the registered corporate name , or it can be a registered trademark name.

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The nickname suffix of Enterprise WeChat will endorse the content of the circle of friends and establish a foundation of trust with users.

Recently, I often browse the Moments posted by Watsons and UR, and from time to time I can see them doing activities, either discounts or giving away discount coupons. When I see it, I can’t help but make people laugh. I want to chop my hands.

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Friends posted by UR and Watsons

It is worth mentioning that there is an advantage to using corporate WeChat to post Moments. Achieve the same precise push of relevant information to target users like WeChat Moments ads.

This requires employees to add users and use tags, descriptions and other functions to improve user information in corporate WeChat to help the company enrich customer portraits. (These tags can be set uniformly by the enterprise, and employees can directly check the tags according to user characteristics)

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When merchants have done a good job of stratifying users, they can target Different types of users send different content to their Moments.

For example, for core users, we can push more hard advertisements, such as new product releases, new course internal tests, etc.; for non-core users, we can push more service information, preferential activities, etc.

Conclusion

The above is the dismantling of the system case of using enterprise WeChat to attract traffic, activate and convert in the retail industry. I wonder if you have learned it?

Here, let’s make a summary

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