How can home retail enterprises "sink the market" and "private domain traffic" when the traffic dividend disappears?

How can home retail enterprises "sink the market" and "private domain traffic" when the traffic dividend disappears?

In the first-and second-tier markets, channel dividends have disappeared, and e-commerce is now more and more expensive. At this time, how should home retail enterprises make the market, how to sink the market and build a private domain traffic pool for enterprises?

1. What can home retail enterprises do to sink the market?

The sinking of the market, in addition to the sinking of channels and markets, is actually the downward shift of strategic focus. The first-and second-tier markets are actually very difficult to do. One is the disappearance of traffic dividends, and the other is the fierce competition in the first-and second-tier markets. It is very difficult for all brands to grab customers and market here!

When the channel sinks, the market focus and strategy should provide support and empower agents. If the agents actively cooperate, they should also move the terminal forward. If the cooperation of agents is not enough, we can directly develop willing terminals and do a good job in the model market. In addition, the matching of products with channels and terminals is very important. If your existing products are based on the market and channels, it is also invalid, even if the initial investment is good, it is unsustainable.

The channel is very terminal, which is to test your marketing level. High-end position can play high value and high conversion.

There is still room for this, and it can be done well. Many people are afraid of what will happen if the agent doesn't devote himself to the brand. In fact, if the agent is not committed to the brand, it is boiled in warm water. I don't know how this market died.

Second, create a private domain traffic pool for enterprises or brands.

I have talked about the creation of private domain traffic pool several times before. It still depends on the adaptability, high value, high frequency and social attributes of the product.

What is the nature of the private sphere? In layman's terms, the essence of private domain is those people you can repeatedly "harass", promote and Amway.

In fact, the concept of private sphere is not new. Before the popularity of social media, your customer's contact information, such as phone number, email address or home address, etc., all the ways and means you can find him. This is your private domain traffic.

At present, there are usually three ways to play private domain traffic.

The first kind, shopping assistant, is usually suitable for department stores, shop assistants, promoters and so on at the sales end.

This kind of customer group is relatively extensive, suitable for consumer goods that pay attention to cost performance and high-frequency shopping.

The second type, subject experts, is suitable for the operation of consumer groups with very obvious characteristics.

This group has the characteristics of * * * sexual demand and high group will, such as pursuing majors, lifestyles and categories with social attributes.

Third, private partners.

Usually suitable for luxury goods or education, health care and other categories with very high unit price. This group of loyal customers has high value, high privacy and high personalized requirements.

In this community, private partners give users all-round guidance and help, become a part of customers' lives and give exclusive advice. You are the client's personal matchmaker, nutritionist, health management consultant and so on.

Matters needing attention in operating private transportation

Seeing the benefits of private domain traffic, enterprises from all walks of life began to flock. It is not difficult to establish a personal number and attract a group. The difficult thing is how to really provide services around users without disturbing them. The question about the private domain still needs to be answered: what category is suitable for the private domain and what is not? How should the distance between brand and users be narrowed? From which channels and platforms do you import traffic with the lowest cost and the most accurate group? How to use WeChat platform to drain the flow pool reasonably and legally?