Community marketing: the new retail road of physical stores under the fan economy

In ancient times, there was "relying on the emperor to be a vassal", but now there is "relying on big coffee to attract attention". In the current era of fan economy, it seems that whoever masters fans can control this era, and both brands and individuals are building or enhancing IP popularity and transforming it into economic benefits.

As a retail entity, we should also be clear about the relationship between the fan economy and the Internet. The more fans there are, the more people know about the products or services of physical stores, and the greater the popularity, the more popular the products or services will be. Physical stores can combine online and offline to create a fan economy in the Internet age.

Physical stores can use the platform to gather fans through a certain point of interest, establish the relationship between products and customers through physical products or services, meet the needs of consumers, let users return to the products themselves after experiencing the interaction with products, and let physical stores establish a reputation among the target groups.

With the concept of "new retail" put forward, many enterprises have begun to study how to use "new retail" to update and transform existing businesses. With the rapid development of big data technology, more new retail models have emerged. In this context, the new retail in the community has grasped the pain points and needs of users.

The mobile community has completely broken through the limitations of space and time. People can interact and apply at any time and anywhere, providing comprehensive and convenient services and experiences for the interaction between people and meeting the six human needs behind the consumption upgrade. Community is also the shortest path for each brand to communicate with users, with the lowest cost and the highest efficiency. In particular, the establishment of trust has won unlimited business opportunities and imagination for sellers.

The situation faced by physical stores

1) diversion: the impact of e-commerce, customers are diverted by the internet, resulting in a sharp drop in the number of customers arriving at the store.

2) Competition: the competitive advantage of differentiated peers is insufficient, and the physical store is limited by geography, which leads to the division of the same regional market by competitors.

3) Cost increase: Compared with a few years ago, the labor cost and store rent of physical stores have increased significantly. However, the gross profit margin can not be improved simultaneously, so that the operation of physical stores is in trouble.

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Judging from the formula of making money, profit = unit price * flow * conversion rate, and physical stores need to make corresponding changes if they want to make profits.

1) Add customers: increase consumption scenarios, expand customer contact opportunities and attract more customers.

2) Increase consumption frequency: constantly activate old customers and increase the number of visits to the store.

3) Reduce costs: Use new technologies, such as creating an unmanned shop environment or reducing the demand for personnel.

4) Change thinking: we should have user thinking, shift the focus from products and markets to users, meet users' needs attentively, and eliminate users' pain points.

For physical stores, membership system is an important link between physical stores and consumers, and it is also an important way to cultivate fans and realize customer value.

Community is a natural field. On the one hand, you can gather new fans, on the other hand, you can establish or restart relationships with members. In the community, we can interact with members many times. For consumers who have bought it once, we can try to establish a membership relationship with them. For potential consumers, we can find ways to make them spend and attract them to become new members. Providing customers with value and services through community marketing can not only reactivate users, but also improve their stickiness.

In the process of community operation, we can also better find the needs of users. By collecting and sorting out the data, we can classify the problems and carry out more targeted marketing activities for different specific market segments. As a management method of fan economy, the higher the degree of community, the stronger the penetration of brand understanding and communication.

Judging from the current trend, the store+community will be the standard configuration of physical stores. If there is a store, there must be a community. There may not be a store, but there is a community that can still sell goods. However, if the physical store does not establish a corresponding group and does not do a good job in the corresponding community operation, there may be very big problems.

Community is a linker: it can help physical stores and terminals to establish user connections. Now that our users have a mobile and community lifestyle, the marketing of enterprises must rely on these mobile means to establish effective connections with users. Simply put, marketing must be where users are.

Through the group, with the help of related community marketing combination, users are activated through this online link, and finally the effect of marketing amplifier is produced. At present, other marketing methods will not produce such amplification effect. If the community and the official WeChat account are combined to operate, it will definitely produce better results.

The community space station is a platform for building new retail communities, and we are a link for serving small and medium-sized enterprises, physical stores and entrepreneurs. If you link with us, the platform will empower enterprises and physical stores from the following aspects.

1, ecological flow empowerment system 2, eco-enterprise empowerment system? 3. Ecological profit empowerment system? 4. Eco-cultural empowerment system. Ecological operation authorization system. Eco-new business empowerment system, with all-round dimensions and perspectives, completely solves system problems for you.

The community space station has already started the "Thousand Cities and Thousand Stations" plan, and set up communities all over the country to bring online and offline people together.

And vertically subdivide various fields and industries, such as entrepreneur clubs with entrepreneurs as the group, entrepreneurial alliances with entrepreneurs as the group, reading clubs with learners as the group, etc ... to make contact with the world simple and easy.

The same group of people, standing in the same dimension, rob the same group of customers in the same way, and business will only get harder and harder. In today's business, it is more and more difficult to make money in an outdated way.

? When you are still racking your brains to think about how to reduce costs and improve profits, others have already given money in vain!

While you are still trying to find various channels to distribute goods, others are already sitting at home counting money!

Traditional business is to sell 1000 customers/products, community marketing is to lock 1 customers and sell 1 000 times, and future business is 1 customers introduce you 1000 customers! The competition in the future market is no longer the competition between products, but the competition between models.

If you don't realize this, business will only become more and more difficult in the future.