How does business tap into the lifelong value of customers?

　　There is no doubt that cultivating and exploring customer lifelong value will be an important means for modern enterprises to establish competitive barriers.

　　With the development of the retail market, actual competition has entered a white-hot stage. Any action that can stimulate consumers to purchase has been sought after. Therefore, e-commerce that breaks the time and space restrictions of goods can stand out under the siege of traditional shopping malls, Internet celebrities who focus on consumer mental persuasion can become a hot spot for a while, and new retail that connects online and offline to all-round contact with consumers has become the hottest consumption trend now.

　　From a broader perspective, whether it is upgrades and optimizations such as consumer experience, big data, black technology, or concept games such as B2B, B2C, and C2B, they are ultimately consumer-centric. If companies integrate these into one goal and no longer fight each other, they can focus on cultivating and exploring the lifelong value of customers, it is a smart approach.

　　What is the value of "customer lifelong value"?

　　The so-called customer lifetime value refers to the sum of the benefits that each buyer may bring to the company in the future. He asked companies to get rid of short-term business habits such as buying and selling for a long time and making money, and instead take the initiative to take valuable customers as long-term worthy of service. This is like changing from slash-and-burn farming to intensive cultivation. It does not depend on who is better or worse, but is an inevitable requirement for historical development.

　　The commercial society has developed to a relatively mature stage. It is no longer an era of scarce commodities that rely on food coupons to buy anything, and no longer an era of entertainment scarcity where you can queue for hours to watch movies. With the intensification of globalization, the whole world has become a large factory with clear division of labor and each performs its own duties. The explosion of goods has become a reality. The marketing information explosion is followed by the classical era of "the fragrance of wine is not afraid of deep alleys". The requirements for specialization of commodity sales have increased. Every product must compete with thousands of similar products in the market, and even compete with non-related industries for consumer time for consumers to buy.

　　After long-term business practice, a series of consumer-centered business operations has become a relatively effective means, while the customer's lifetime value is a relatively clear and clear business principle. He will help companies establish business competition barriers and work hard on customer time, mind, and purchasing power in the longer term.

　　The advantage of putting the cultivation and exploration of customers' lifelong value in an important position in commercial competition is that enterprises and consumers are no longer simple and crude transaction relationships, but a close symbiotic relationship. Enterprises rely on consumers, and consumers rely on high-quality cost-effective solutions from enterprises or certain types of needs.

　　Consumers will urge companies to upgrade their services, and consumers will also reduce the risk of business competition for enterprises with stable and loyal consumption. Ultimately, enterprises and consumers form a stable symbiotic relationship similar to that of aristocratic families and their customers in the classical era. Of course, such symbiosis is only linked by a certain type of vertical demand. In terms of Coke, consumers can be loyal to delicious, and in terms of fried chicken, consumers are also loyal to KFC.

　　Big data is undoubtedly an important prerequisite for exploring the lifelong value of customers. Know yourself and your enemy and you will never be defeated. Only by understanding the customer's age, gender, occupation, preferences, purchasing power and other information can we make some moves based on this. An important reason why offline entities are becoming popular is that offline can generate more intersections with customers, retain more customer data, and then conduct more detailed and comprehensive analysis of customers.

　　An important feature of new retail is that it ends the battle between online and offline, and at the same time serves as a platform for contacting, serving and retaining customers. To explore the lifelong value of customers, we must base ourselves on the long term and provide consumers with a full-scene and diversified service experience, becoming an indispensable part of consumers' lives.

　　Internet celebrities are actually a form of realizing the value of products’ brand values. Internet celebrities with different styles and outstanding personalities are essentially personalized expressions of product brands. Internet celebrities use their personal charm to persuade consumers mentally, add a halo to the products, thereby purchasing, and forming a close emotional connection with consumers in a constant cycle.

Thank you for your attention and support to Laogao E-commerce Club . Please indicate the source of the reprinting website www.shxuanming.net

 Click to register to apply to join the well-known e-commerce network - Laogao E-commerce Club. Any merchants from all over the country, Tmall merchants, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!