What is the operation mode of community group buying

Summary: The business model of community group buying is to take the community as a unit, by the baby mama or store owner to become the head, online with the help of WeChat group, small program, etc. to organize the community residents to group together, and offline to complete the delivery. Orders are placed online on the same day and picked up in the community the next day. The platform provides procurement, logistics and warehousing and after-sales support. So how to operate the community group purchase to do better? Community group buying want to do well and big, selection, pricing, channels, marketing, head, service and other aspects is the focus, the following take a look at the community group buying operation of the relevant content. First, what is the operation mode of community group buying

1, deep plowing + traffic socialization.

Community group buying is based on deep plowing of the community, to carry out the business model, the integration of the community's small collection of traffic, is more geographic attributes, local traffic model. Not only is the cost of customer acquisition low, but also the use of acquaintances to share the type of marketing, the conversion rate as well as the retention rate is higher.

2, integration + online and offline as one.

The competition of the new e-commerce model is who can obtain and contact more traffic, better and more efficiently provide products and services, only then can we get more customer groups. The online + offline model of community group buying will strengthen the user experience, provide high-quality products, and at the same time provide better service based on the model between acquaintances.

3, fine + sharing e-commerce.

Traditional e-commerce is to show, display the way for consumers, community group purchasing to change this way, through the recommended, sharing type, can be for the advantages of the interpretation of the goods and communication, guide consumers to buy.

Second, the community group purchasing operation program

1, product selection: crowd, pricing, channels

① crowd

As the main community market model, decided to do community group purchasing must be to understand the needs of the residents of the district, so fresh and daily necessities into the community group purchasing of the main battleground, but the crowd of people in different places in the categories of preferences and consumption levels are often very different. different.

②Pricing

Pricing can not only screen user groups and determine the positioning of the platform, but also an important determinant of profitability model, the image that is sold cheaply single volume will be more, but the profit margins may be very thin, and pricing is high, and can not reflect the advantages. You can use the two with the way, that is, low-priced goods to create a flow of explosive, high-priced goods for profitability, the actual and then dynamically adjusted according to the single volume and profit.

3 Channel

Fresh products in addition to low prices, from the point of view of the purchase of the scene and warehousing, the timeliness of the distribution is also very important, which puts forward the requirements of the supply chain - not only the link is as short as possible, in order to control the cost of goods; and also close to the community, to reduce the distribution time and cost.

2, promotion: analysis, marketing, fission

①Analysis

For any marketing promotion, good results can not be separated from the exhaustive preparation, it should be noted that the analysis of the community group purchasing before the promotion, not only to know the target population's consumer behavior and demand, but also to assess the platform's ability to bear in case the platform is difficult to undertake the promotion of the effect of the funds wasted. The company's website is a good source of information about the company's business.

②Marketing

The specific form of marketing is still based on the target population: the three or four lines of the sinking market to push the effect is better, the first and second tier of the city is more suitable for online promotion. Offline promotion (tasting, flyers, handbags) to help dispel user concerns, the effect is more direct; online advertising (local media) has a wider dissemination, but also better delivery of the concept of group purchasing. But whether online or offline, activity marketing (such as 0 yuan purchase, newcomer discount) can never be wrong, the final effect generally depends on the degree of concessions.

3 fission

Scalability is the basis of profitability of community group buying, and from the perspective of expansion, fission is the most efficient option. Among them, the head of the fission to bring more obvious benefits, a good head can not only bring considerable new users, but also the performance of the group to bear. Whether it is the user or the head, successful fission is always driven by the interests (recommended head of the bonus, invite new users to get coupons, etc.). In addition to the benefits, the form is also crucial, such as the group, cut price, share coupons are self-contained fission attribute of the marketing activities, with the help of community dissemination can often quickly harvest new users.

3, operation: retention, head, service

①Retention

While the cost of acquiring customers in the community is not high, but due to the generally low unit price, it requires a high rate of repurchase in order to achieve profitability, the importance of user retention is self-evident, and to enhance the retention rate of the most common way is to cultivate users' consumption habits, such as signing up to get points and the whole point of the spike, etc. However, not all users are worthwhile, but it is not worthwhile for us to have the opportunity to participate in this activity, so we should be careful. However, not all users are worth retaining, which requires an assessment of the value of the user, for high-quality users to adjust the selection, pricing and service, while for low-quality users only to participate in low-priced activities, there is no need to make retention efforts, and can even be filtered through the screening mechanism.

2 ② head

In fact, community group purchases about 80% of the single volume is contributed by the head of the head, and the head as a community group purchases to solve the key to the cost of offline rent and customer acquisition, once faced with competitors poaching, it is easy to bring the user to change the flag, to the platform to cause great losses. Different from the user retention, for the head can take the "carrot and stick" strategy, that is, to help the head to improve the level of sales, while rewarding the performance improvement, and for the passive and "defection" should be set to penalize the cost, reduce losses.

③Service

In the community scenario, based on acquaintances and contacts, any slight defect will spread quickly, which will hurt the group-buying brand, which requires a good job from pre-sale, distribution, to after-sale service links, so as to stand firm in the community. At the same time, community group buying as a low barrier to entry to the industry, if you can not establish their own advantages, it is easy to be in a disadvantageous position in the homogeneous competition, and in other factors can not be divided into winners and losers, good, warm service can often capture the hearts of users.