[Collection of highlights of Guangzhou regular meetings] 2 days and 2 nights, the thoughts of 500 e-commerce people collided!

　　From June 28th to June 29th, the 43rd meeting of Laogao E-commerce Club was held in Guangzhou. In the era of social e-commerce, fans have become extremely important, but not all sellers can establish their own loyal community. How to better play with the fan economy? Laogao E-commerce Club invited more than a dozen big names such as Alibaba waiter, Taobao waiter, and tens of millions of e-commerce traders to share with you the regular theme meeting of [Community Operation, Fan Fission]. In addition, at this Guangzhou regular meeting, Laogao E-commerce Club also announced the establishment of Laogao Social College.

　　The unveiling ceremony of Laogao Social College

　　成立背景：2018年5月唯品会董事长兼首席执行官沈亚提出：“未来是社交电商的时代，从货架电商转型到社交电商，从转化率转变为裂变率，从引流思维转变为裂变思维。”5年前社交电商还只是一个概念，但是在今天如果你还不重视社交电商，必然会被其他商家远远甩在身后。

　　The establishment of Laogao Social College is aimed at helping more e-commerce and enterprises learn social e-commerce, and helping everyone to have their own traffic pool by expanding and operating communities and fans. This is a social course specially designed for e-commerce people. The Laogao Social School also set up many quotas for president classes for this regular meeting, which are free to members.

　　Founder of Laogao E-commerce Club: Laogao

　　Dean of Laogao Social College: Dapeng▼

　　Laogao Social College famous brand▼

　　On-site events and highlights▼

　　At this Guangzhou regular meeting, Laogao E-commerce Club adopted a group system for the first time, with 9 members in groups. During these two days and two nights, members were not late or leave early, and they received points for on-site questions, dinners, night talks, posting on-site Moments, etc. In the end, the three groups with the most points will receive the quota of the president class of the Laogao Social School + the points of the Laogao E-commerce Club, with very generous prizes. The members present also burst into more intense enthusiasm than before, and the communication between the members became more in-depth.

　　Collection of wonderful views of guests

　　One thousand people, one thousand Hamlets. Everyone has a different understanding of e-commerce. Other people’s experience may help you avoid many detours, and the collision of different opinions will bring more inspiration.

　　1. Collection of wonderful views of Lao Gao:

　　1. The community is not only a point, a line, and a surface, but it must be made into a three-dimensional one. For example, our Laogao E-commerce Club has been in charge for 8 years. It was the first club meeting. Now it has e-commerce tour groups, e-commerce study tours, e-commerce classes, legal consultation, e-commerce investment, private boards, e-commerce technology... and so on. A three-dimensional community has been formed, and we must form a community with the purpose of accompanying our fans' growth.

　　2. What is my thinking model? I have changed from a single selling product to a thinking that solves all the pain points of users. When you solve all the pain points of users, you will definitely grow into a company with great value.

　　3. Old ideas must not be able to find a new path! If you want to find a new path, you must change to new ideas. New ideas may not be acceptable to you, or they may be contrary to your past.

　　2. Collection of exciting sharing of Taobao senior waiter Qianxi:

　　1. In the past, it was a passive "sitting business" around "goods", and in the future, it was an active "trading business" around "people"! 2. What should I use to filter out "valued" users? A. A certain consumption amount: Definition: Users placed an order within the last 365 days (including refunds) B. Designated groups can join the group: CRM filters the designated groups. C. Follow and join the group: You can only join the group after you follow. D. Password entry: Generally not recommended on the platform. 3. The benefits of using groups in high repurchase industry: word-of-mouth communication effect; creating potential hot products; improving repurchase rate 4. Merchant case 1: 4,000 fans are fully guided to complete transactions. The composition of group members: mainly old customers, high recognition of the store, and strong interaction. Establish user mind: set a fixed time to enter new users and cultivate users' minds to join the group. Buyer reputation sharing: Buyer show is shared in the group from time to time, and the buyer reputation effect is amplified.

　　3. Ren Ruifeng, executive dean of Yunxuetang New Retail Practice School, has wonderful views:

　　1. Think of all the user's scenarios. If we only remember one scenario, many things cannot be completed, so we need to think about what users have. And around the theme of service, we only think about how to provide better services to users. This path of user service can be embedded in the user's life cycle. 2. The world has been changing, and the Internet makes changes come faster. Our choice is to embrace change or run faster! 3. A well-known restaurant wants to complete the Internetization path of offline stores: launch Meituan and Ele.me business; open your own official account; start commenting and making reputation; develop your own ERP+ database; develop your own app; start doing community marketing. 4. Online solutions are depth, breadth, height, and speed. More offline user experience.

　　4. Founder of Jingyi Sect, Lao Yi: Borrowing the power of social operations and exchanging stock for incremental volume

　　1. In the era of social e-commerce, trust is money. The biggest difference between social e-commerce and traffic e-commerce is that social e-commerce is more about emotions, while traffic e-commerce is very rational, and starts talking about data, conversion rate, clicks, etc. 2. The essence of social e-commerce is to operate "people" in a refined manner. How to build it? Use super IP to establish relationships; use community operations to cultivate relationships; use sequential transformation to monetize relationships. 3. No topics and no marketing! This is an era of founders’ endorsement, and marketing founders are easier than marketing businesses or products. 4. How to create a super IP? Find the right positioning, what kind of people do you think you can attract; everything is content, all links are spread; no story is spread.

　　5. Xu Xueyi, a certified lecturer at Taobao University: Content Marketing

　　1. Four major trends of Weitao content in 2018: Weitao’s store conversion into expert; Weitao’s traffic guides explosive growth of transactions; Weitao’s Weibo; Weitao’s private domain attributes are publicized. 2. Three dimensions of content quality test: content value points; fan value points; account health points. 3. How to judge whether your Weitao is in place: (1) Whether the portrait of everyone is accurate (2) The proportion of Weitao traffic in the entire store. The main content directions of Weitao’s revision in 2018: videoization; picture culture; interactive.

　　6. Dapeng, dean of Laogao Social School, shared: The next stop bonus - social e-commerce. Three wonderful questions at the beginning have triggered everyone's thinking:

　　1. Why can my online store make money?

　　Most people think that my products are very powerful and my operating skills are excellent? Or I saw business opportunities, but I think 99% of the sellers here get the dividends of the platform, wave after wave of traffic! But have you ever thought about it? If you leave the traffic given to you by these platforms, just imagine, will your sales be very good? If we need Alibaba and Alibaba does not need us, do you think Alibaba will still give us traffic?

　　2. Why can we continue to make money?

　　We now find that everyone's enthusiasm for learning is getting higher and higher. Why? If we want to continue to make money in the future, we must be our customers and the users we can reach are by our side, otherwise we will not be able to withstand any disturbances with our current size.

　　3. What are the core assets of the platform online store?

　　I think the core assets of the platform are my fan users, because they can bring me continuous users. Whether it is a platform or an online store, the core assets are people and fans.

　　7. Bingyu Sharing: Community Integration under the New Fan Economy:

　　1. Characteristics of fan economy: a. The relationship between idols is fragile; b. The life cycle is short;

　　2. Changes in the fan economy: everyone can speak out, diversify channels, transfer initiatives, popularization and sharing;

　　3. A single weak association transforms into a social interaction with strong associations in the group. This is the community effect, fan fission;

　　4. Why is WeChat business so popular? You may think that it is annoying to watch the screen with WeChat business, but you find that many of the well-made WeChat businessmen are not only watching the screen, but are really sharing their own knowledge points and good things recommendations. The reputation recommendation and friend recommendations are much better than simple advertising.

　　5. Traditional e-commerce can already realize the main promotion of resources from the channel to the tail of community marketing

　　8. Qiuqiu: Community is the only way to store layout

　　Why did Nokia lose? Because they have not found a new industrial support. Suning used to be very strong offline? Now it has been replaced by JD.com.

　　In the Baidu PC search era, it can be said that there are no opponents, but after leaving China from Google, they have gone downhill. Alibaba: Started with B2C, it has made Taobao, Tmall, Payment, and Ant Financial, and it is still brilliant now; Tencent has QQ in the PC era and WeChat in the mobile Internet era, which looks very smooth...

　　From the development trajectory of well-known companies, we can find that the development of good companies is developed in a double S curve, and no company can achieve a straight line. If there is only a straight line, then you are not far from withdrawing from this market.

　　9. Buddha's Hand: How to use tools to build a good community

　　1. The cost of acquiring customers in industries such as finance/WeChat Business is as high as 200 yuan per unit

　　2. In contrast, in e-commerce, the cost of acquiring customers in social channels is simply "bad price"

　　3. The cost in the later stage is getting higher and higher, so you must seize the opportunity

　　In the future, you will definitely not be able to obtain too much information from customers. Didi has already provided virtual phone calls. In the future, e-commerce customer information virtualization will not be far away. Maybe one day you are still asleep... The world of e-commerce will change! !

　　Q&A session:

　　Member: I have a question, that is, sales volume is good when there are discounts, but what should I do if the user buys the product without the original price? Qianxi: Actually, there are problems with blind discounts. I still have to tell him why I lower the price today. On the one hand, what is the reason for the price reduction? You have to control the quantity. Second, in fact, the transaction conversion in the entire group may not be achieved through price reduction. In fact, it can be transformed through content planting. In fact, it is also a way, or to create more displays of buyer shows and word of mouth among users. Naturally, he thinks that this buyer show is very good, and he will also buy it. This is the conversion method. Today, the tools in the group are, on the one hand, we will continue to expand the way of playing the tool in the future. Second, there may be content methods, and interaction with users will also be a way of conversion.

　　Member: Thank you very much to Mr. Lao Yi. I have a question. We have been working on the community for a while. Now I have some ideas, but I still want to ask about some of the better software you use. Because the labor cost is too high, can you introduce us to a more useful software?

　　Lao Yi: I suggest that the first and most important customers operate manually, because the most effective conversion is manual. Secondly, there are more software. My phone is customized, which is customized for 10,800 yuan. There are also many online marketing mobile phone software. Of course, if I have studied the cloud control product in batch management, I think this kind of management is very good. So far, if there are many people, this kind of management can be used, but there are still some real-person + machine operations behind it, because cloud control plays a labeling or monitoring management of the entire process, such as I am an operation director, or I am a salesperson, and then the customer service can withdraw it immediately when he sees what he said is wrong.

　　Member: Hello, teacher, I would like to ask, in fact, we can now capture the public domain in Weitao. This part should be very important, which can not only attract new products but also bring additional traffic. I want to ask, how did you make private domain content crawled by public domain? What experience do you have?

　　Xu Xueyi: First of all, what I just mentioned are some standards for Weitao content quality. We need to read this manual carefully. In the process of doing each one, we must focus on the standards. This is the basic condition. Then the second one, you just saw it. I have a weekly planning table. During the process of doing it, many things have sufficient time to prepare for. Just like the college entrance examination, it is impossible to attack hard in the first three days and achieve good results. We are creating a long-term process to do it slowly

　　Member: Teacher Dapeng, I especially like your sharing, I think the quality is particularly high. We have just started doing community things, and we may not have realized it before. We may do Tmall and products. I want to roughly imagine that there may be fewer people doing this now. Everyone may have their own group, but the group may have a great overlap. If we are also targeting mothers, we sell stationery in Hangzhou, we also have mother groups that mothers sell to children. They do beauty makeup and also have mother groups. But it is different. What will happen in the future? Everyone will target mothers in WeChat, and these mothers are targeted. Think about what will happen and how can we see this situation more clearly in the next step?

　　Dapeng: I understand your problem. For example, when you find another category is very profitable and the competitors in this category are not strong, what will you do? Open a store and do it immediately. Imagine what will happen to this category in the future? It must be true, because there are more than you smart people, and many people will see this opportunity, so I said that you should do it immediately and immediately now, but WeChat marketing is not as effective as we are doing e-commerce, which is so effective, so it also leads to many people encounter problems after doing it and stop again. This is exactly the dividend that those who persist can earn.

　　In addition, you can find that there will be overlaps for everyone? Depend on how well you know about consumers and how to continuously provide demand and meet customer needs, you can make customer interaction better and have stronger stickiness, from online to offline, and in the future, loyal fans who contribute more value to you can do offline store meetings, which can operate many customer-level things. Remember, China now has a population of more than one billion, and in the next three to five years, we have a middle class of 3 to 500 million, so don’t want to eat them all. I said that if you eat 100,000 middle class, you will make tens of millions of profits a year, so you don’t have to worry about the future situation. You just need to serve your customers well.