As the general trend of social e-commerce, how should e-commerce people seize the opportunity?

　　Introduction: On April 20, the 41st regular meeting of the Laogao E-commerce Club and the establishment meeting of the South China Branch were held in Guangzhou. This regular meeting invited Zhou Zhefeng, executive director of Shanghai Huiyi Biotechnology Co., Ltd., the first member of Laogao E-commerce Club, and the founding member of Jinguan Club. The following is the full text of sharing:

　　Let me give you a brief introduction to myself. I am a relatively old e-commerce man and an older IT man. Due to some of my interests, by chance, I came into contact with computers when I was very young, in 1985. I guess many people here have not been born yet. In 1985, I was the third prize in our Shanghai Computer Competition. Our primary school already has Apple computers, very few, and some middle schools don’t have one, and only some universities have one. So at that moment, the computer opened my world.

　　In 1993, I first went online and found that the Internet in this world was extremely exciting. In 1999, I was engaged in e-commerce B2B business and was a salesperson at that time. At the same time, I also started my own business of opening a C2C store. At that time, there was no Taobao, but it was eBay.

　　Along the way, I have seen many sellers and many friends ups and downs. I have seen many excellent friends who can use the four words "Surviving in the sky" after their own efforts. But I also saw many friends disappear, disappear, and change careers.

　　E-commerce is becoming increasingly difficult to do!

　　My sharing today will also talk about this. You will find that some people will always tell you that business is very difficult and getting more and more difficult. What should I do? Some people have the same competitive environment, and are doing a lot of fun. Do you think e-commerce has a chance now? There must be some. But are life better?

　　If you cannot make money efficiently with your current methods, everyone should enjoy this kind of pleasure of making money, right? I believe that Taobao and Tmall have many bonuses along the way, which once made everyone here very happy, and we have it too. For example, if you do Juhuasuan, you can earn one million a day or even one million a few hours. That kind of pleasure is very comfortable. But often this pleasure does not last long enough. You may not look down on Juhuasuan today. To put it nicely, how to keep you competitive. To put it bluntly, how to make you live and find new opportunities.

　　We need circles, we need to build our own core circles. I have always said that today everyone is playing on other people's big ships, Alibaba, JD.com, if you don't have some good circles, I think it will be difficult to grow bigger or last for a long time.

　　One day, many years ago, our store encountered a very urgent situation. My operation was helpless and my shareholders were helpless. At that time, I called Lao Gao and said that I had such a thing that needed the general manager of Juhuasuan to solve. Moreover, Juhuasuan was still at its peak at that time. Lao Gao said, "Wait for me for two minutes, and two minutes later he called me, and he said, "Brother, it's up to you."

　　I have been thinking about how to make this call for a long time and I am a little nervous. I usually communicate with the technical waiter. I made this call and the other party said I was on vacation in the United States. I said I know. I just looked through your Weibo and it seemed to be in the United States. Then he told me who you are looking for in this matter, and later this matter was handled successfully.

　　If I hadn't known Lao Gao, I was really helpless at that node. We have a good circle today that allows us to get the fastest news. Shopping malls are like battlefields, and business opportunities are very important. So today I will bring you some business opportunities. Maybe this topic is a bit big, called social e-commerce.

　　The trend of social e-commerce

　　It turned out that I didn’t write that. Later, as I thought about it, based on my own understanding, I think there will be such a branch in our entire e-commerce field, which will gradually grow in the future. And now many people are doing very excellent social e-commerce. Why haven’t many people surfaced? It is because everyone is used to traditional Tmall and Taobao. Whoever does it well will know immediately after searching for sales, and even the business consultant will take the initiative to tell you.

　　Here, I would like to say a grand sentence to everyone here, e-commerce has become a traditional industry, you will find that the competition is becoming more and more intense. Every category of Double Eleven ends on the same day, and the next day, the ranking of each category is released. Are there any once glorious Taobao brands? Can it be seen? There are not many left, why? He is just as excellent. His past cases are everywhere. A group of seniors and friends I admired very much. Those who change careers and those who don’t do it, and the remaining sales are really sorry for his previous reputation.

　　There are also many friends who have had a very comfortable life before. He told me that the store never ships free of charge, I never participate in Juhuasuan, I don’t even want to do Double Eleven, there are no promotions, and there are no coupons, and I can do 200 million to 300 million a year, which is very comfortable. Today, you must have free shipping for single products, participate in activities, and invest in direct trains. I once proudly told me what a direct train is. I don’t understand. He makes a lot of money a year. Later he told me that I am very strong now, 100,000 yuan a day. Today, the operation told me that I invested 100,000 yuan, and he said that I should not report to me if I have less than 100,000 yuan.

　　I believe that everyone here understands these problems very well at first glance. Most people are facing such a situation. What should we do? The same is true for price wars. If you don’t play the ranking, you will be squeezed out by others, and you will have no profit if you fight. We find that friends in the e-commerce circle always feel sad when they are together. On the other side of me, I found that there were many people who made me feel like I was back to the initial bonus period on Taobao, and the feeling of getting rich overnight was everywhere.

　　Why can Pinduoduo succeed?

　　Everyone should know about Pinduoduo and Douyin. Pinduoduo will have a person in charge tomorrow. Many people look down on Pinduoduo. I communicate with others. I will show it to others. It’s garbage, it’s so ugly. If the guy who made the schoolbag just now said I was not convinced.

　　So everyone should think about it. Existence is reasonable. We must have a sense of awe. In our cognitive scope, will we definitely be eliminated by selling junk goods? Today, Pinduoduo's public relations draft tells us that in the first month of this year, the first month of the new year came, and he made 40 billion yuan in one month. We are surprised even if we cut a zero.

　　I have been to Pinduoduo's headquarters and is in Shanghai, which is very convenient for communication. We have also done a lot of communication with the guest tomorrow. The growth of their data actually really makes everyone feel angry. What is the reason? I think there is a fundamental business logic here. At present, low prices are still the kingly way in China. Pinduoduo’s data is very strange. It is generally older than our Taobao, Tmall, and mainstream telemarketing platforms.

　　When the price is cheap enough, coupled with the strength of WeChat communication today, we can truly achieve mergers and acquisitions bargaining and group buying, and rob people of greed and rob an iPhone for a cent. Everyone is crazily robbing. I think Pinduoduo is doing a very good job in marketing throughout the WeChat circle.

　　Except for us who checked in to Pinduoduo today, some people have already talked about how to use Pinduoduo for classes. In addition to our stay, what kind of inspiration can Pinduoduo’s case give us? Can we innovate a new business model and improve the mainstream gameplay of our original mainstream platform?

　　TikTok has become a new traffic entrance!

　　Douyin, some people who play Douyin raise their hands, not many, really not many. I tell you, if you don’t play Douyin, I guess you will be eliminated in one year at most. If you take a picture of your store’s homepage, you may not be able to find it in a year. Why? Last year, an Alibaba waiter told me that the sales contribution of the 1990s generation in the entire Alibaba system has reached a very terrible number. In the future, it will definitely be a world of 1990s generation and 1995s generation. We often fall into oneself. I don’t play, so there is no market.

　　TikTok, you will know when you go to play. Friends who don’t have one, I strongly recommend that you download it today. Basically, I guess you don’t need three days, and you may fall in love with it. You can’t stop brushing it for one or two hours. But don’t always look at beauties or handsome guys. Let’s look at Douyin or study its commercial value. What's very interesting? If I show you a 20-minute film today, I guess there are not many left, and the rest will be given to Lao Gao.

　　We watch short videos on WeChat Moments, and 3 minutes is already very long. Usually, what you have patience is 1 minute and 15 seconds for Douyin. If you don’t think it’s interesting, just browse it and come out randomly. You don’t know who the next thing is. So I think the success of any person is not accidental, there are a lot of human nature in it.

　　So what else can Douyin do besides watching handsome guys and beautiful girls? Didn't you find it a new traffic entrance? The guy who made schoolbags today is looking for those very cute and cute little schoolbags that carry you and ask his mother to take pictures of TikTok with you. How big is this traffic entrance? It's so big that it scares you to death.

　　I have a friend, a female partner from Shanghai, married an American foreigner and gave birth to three babies, one more cute than the other. I watched his TikTok fans for about two months and rose to 300,000. Think about it, if you want 300,000 fans, how much money do you have to spend now? He doesn't spend money every day to shoot Douyin for his children, which is very fun. Of course, his children are very cute, and it is important to who his fans are. It is difficult to attract fans without children.

　　So he attracts similar people. This business model is what we Lao Gao has always said, "People first and then business." What is our business logic? I used to make bags, I used to do physical products, and now I open Taobao or Tmall to continue selling bags, and I never thought about selling other ones. Usually it is based on the fact that you have a plate of goods first and then think about the sales channels. What is very important today is that today's traffic is very fragmented, and today's traffic is everywhere. Don't just focus on Tmall and Taobao.

　　Two days ago, I had some Douyin accounts on the inside, and I could already connect to Taobao links. At this time, many people were surprised. If you sell goods, can you sell goods as long as you have traffic? Let’s take a look at Zhang Dayi again, it should be said that he is already well-known. Everyone thinks about her model. She made it through the dividends of Weibo, and the final transaction was made on our Tmall and Taobao. When her clothing was very awesome, many sellers didn’t know it at all.

　　I have heard of a case by Zhang Dayi. She was about to start switching from clothing to cosmetics. She went to Japan to negotiate with suppliers. She did a live broadcast on the spot, on Weibo, and then said that all fans were interested in likes. Ten thousand likes in two hours, she told the supplier that she signed a contract of 5,000 bottles in the afternoon. The supplier collapsed directly and had never seen such a business person.

　　She said you don’t worry, it’s definitely not enough to sell, because this is my experience, and it’s enough to prepare the stock by half of the likes. You will find that the method used by others to make 1 billion stores is completely different. You say that there are so many beautiful women in this world. Zhang Dayi is considered a beautiful woman, but she is not the only one in the world. Everyone needs to think about the era of video marketing.

　　In 2009, I started working in Taobao. What is it that we enjoyed a wave of bonus period? From text to pictures, when I started Taobao in 2009, my competitors were full of piles of text on the streets. Who did I sell it to? They can only buy low prices, and I said I'll see him to death. My artist has just graduated and can’t do anything. I told him that we want to be high-end, but he doesn’t understand. I took a magazine, we made maternal and child products, and I advertised milk powder from well-known brands in the world. I said you go back and copy it according to it. This is the feeling of a big brand.

　　So when our page appears, my competitors are all text. Think about it, you are a customer, who would you choose? Today, Taobao also attaches great importance to videos, so there will be main picture videos and live broadcasts. But most people are just forced to deal with some requirements of the platform, and do not regard this as a main business, or think deeply about what video can solve with us.

　　For example, how did Zhang Dayi sell a piece of clothing? We asked a model to take photos and detailed photos. These are not vital, so Zhang Dayi put on a mobile phone. Everyone looks at the button. The material is different. The video can show your product in all aspects.

　　Core elements of WeChat operation

　　What you are here may not have heard of next. By combining live broadcast and WeChat, selling seafood, pearls, and tea, just two days ago, I and a guy who sold jade for two days, the minimum average customer price is 3,000 to 4,000. It is normal to buy a bracelet of 10,000 or 20,000 yuan. Such a high average customer price is sold through WeChat, and it is a strange customer. How to do it? I'm going to say that I'm selling schoolbags again. In my opinion, this schoolbag is very easy to sell. You can sell any of them at most. It's just that the method needs to be changed.

　　Now we generally find that the cost of selling high customer orders on WeChat is very high. Why? This is very interesting. Later I thought Taobao was a search transaction. Most people had a shopping purpose. They searched for a keyword and showed many products. You can go back and see a data. How long does your transaction customers stay in your store? There is this data, right? You just have one page, and I can't stay for long.

　　But if I sell goods in the WeChat circle, I can market with you from time to time. Today, when selling goods on WeChat, don’t stay in the era of micro-business and the era of screen-sinking. Everyone here has blocked WeChat. WeChat is not sold like this now, and the customer experience is very good. WeChat is better at creating an IP and operating it in a personalized manner.

　　Since our father Ma started talking about new retail to the public, this term has become very popular. Let’s take a look at the definition of Alibaba Research Institute. New retail refers to a data-driven pan-retail platform based on consumer experience centers. What exactly is new retail? I think the first one is that the consumer experience has changed.

　　我刚才讲从文字到图片到视频，待会儿我会讲一些案例，消费者的参与感非常重要。今天的消费者，如果你仅仅把他作为一个消费者来处理，你当然会遇到同行的这些竞争。但是能不能把他作为你的参与者，比如说女装，一个女装的品牌，或者一家女装的店铺，核心的点是什么？就是选款，选中了必爆，选不中一堆的库存。我甚至认为女装店可以不用运营，这句话可能说的有点大。

　　I know a young man who has no money, no experience, no good shops, and no good brands. He is doing well in women's clothing. The key is that there is no inventory, and it takes 15 or 20 days for many goods to be shipped. There is no goods and they sell it very well. What's the reason? Because he has a group of loyal fans to help him choose the model together, you will find that among your customers, there will be some people with very good vision and very strong product selection ability. When he gathers such a group of people, and this group of people will choose the model from him outside, saying that I think this model is very good, you can sell it.

　　I first asked him if you gave others a lot of money, such as if this money was sold out, how much I would share with you. He said no, this is a sense of participation. The products he selected sold very well, and this customer has a very strong sense of accomplishment. I believe Xiaomi has a book that everyone should have read. This book has been around for several years and is about the sense of participation.

　　Everyone here has a lot of customers, who send hundreds, thousands, or even tens of thousands of orders every day. There are many industry leaders among these customers. And I can tell everyone here that you can’t recruit these people, and you can’t recruit them, but buying them can become your customers, it depends on how you argue about them.

　　Let me tell you about these four views , from single product management to single customer management. It turns out that you are running a hot product. Our basic logic is that at first, one hot product in one store, 20% of the KU output and 80% of the sales. Of course, in the face of competition, we will have group changes, multiple brands and multiple channels. But in the essential e-commerce, our Taobao sellers still have strategies. Today, I am a Bill of Lading customer management, focusing on customers to create the products they need, and customers will grow as you grow. Just like working as a club with Lao Gao to this day, the person who started e-commerce got married and encountered marriage problems, he wanted to provide a service.

　　From treasury stores to everyone's stores, the future is an era of precision marketing. Many of our products have very short life cycles. For example, if I buy a schoolbag, how old can this child be sold to? What should you do when this customer no longer needs your product. So we focus a lot of energy on new customers and do not build a product around this customer. Whether it is physical business or e-commerce Internet business, the three core points are people-store goods. Who are your target courses, what do I sell to him, and what scenarios are passed.

　　So under today's major social e-commerce trend, everyone should think carefully. Today, our bosses will talk about operations together, and they will say that it is difficult to recruit operations today, and sometimes some operations will be lost if they are trained. And I believe many of the people here today are operating. The core of the operation of Taobao is traffic. Some people play paying for it, some people play free, and some people play activity traffic, all based on traffic. Today we really need to change our thinking on traffic.

　　Precise retail

　　Precision retail, Professor Zhou also mentioned this afternoon. In fact, we are in retail, and we are people in the retail sector. He also mentioned the concept of precision. Accuracy naturally requires marking. You have to classify customers. After labeling and classification, you will know what the customer wants. The customer's income is different, the customer's area is different, and naturally his needs are also different.

　　Therefore, on the premise that we understand customers, we can provide some personalized products and services, and this service will make the loyalty between customers and you very high, and we need to improve their user experience. Today, the social tools are very complete, so there are many surprises to give to our customers.

　　7-11 should be the originator of chain stores. I don’t know how many people here know that 7-11 originated from the United States, and later went bankrupt in the United States and developed it in Japan. Japanese companies acquired American companies. 7-11 is a very great company. Today we are studying retail, and I think we should study 7-11. Some of the highlights of 7-11's current operations are that we are creating a plate of goods around customers.

　　In China, do you find that the things in convenience stores are similar? Today, 7-11, 100 stores in Guangzhou may be the same, but not in Japan. If your store is next to the school, should you be equipped with some children's things? If this store is under the office building, should you be equipped with some white-collar workers' things? If your white-collar workers go to work, they may need breakfast. If there is a forecast of rain tomorrow, should you prepare more umbrellas in your store? So they adopt the store manager ordering system and the cashier ordering system. They will adjust the products on their shelves according to the location of their store and the changes in customers.

　　Don’t underestimate this matter. This matter is very difficult for a chain enterprise, but it is relatively simple for us to do e-commerce. Today's society does not lack products, but products that understand customers, so you can definitely advance. For example, the haze in South China may be OK, but the north will be amazing. From January to September next year, you will see that the north is black. The sales of masks and air purifiers will be overdue at that time of each year. You all know that at that time, why didn’t you sell it in advance? Never go back to the previous logic. My Tmall store is on the shelves. Your customers are on your WeChat and you can sell these products to them. Wherever the client’s time is, his wallet is where he or she is.

　　Why can e-commerce defeat physical stores in many categories? There is a concept called frequency. How often do you go shopping? Once a month? Once a week, you can’t be idle anymore, once a day. When the PC era is not in hours, I can basically turn it on when I go to work. Today is the era of mobile Internet Taobao mobile phones, and you can pick it up and search from time to time. Then you find out who took the customer's time away.

　　So where is the customer’s time and where is his wallet? Let’s take a look at Wangwang and WeChat. If you are placing orders in silence for more than 60%, please raise your hand. The current silence order rate is so high that customers don’t chat with you, they just buy it and leave. Is this good or bad? On the other hand, we have to chat with many people through WeChat every day, and our WeChat white paper now says that it has exceeded 1 billion users. Every day when you open your eyes, the first thing you open is WeChat. When you go to bed, the last thing you must be WeChat before going to bed is WeChat. Since customers are on WeChat, why don’t we think about WeChat becoming a new traffic portal for us? We use WeChat to start calculating money for us.

　　Why is TikTok so popular? It is an insider platform. Today's consumers are tired of price wars. I don't know what tricks can they play on Double Eleven. I think Tmall’s talents are very excellent. Until now, every year’s Double Eleven is a challenge.

　　So with the whole world of discounts, the result is that most people are becoming tired of discounts. I can give a few more examples, such as large supermarkets, Walmart, and Carrefour. There was a time when I believed you liked shopping in supermarkets very much. When this kind of large supermarket first entered China, your eyes lit up and you will find that there are many products, which are very rich, and some of them are very cheap. Today you find that buying a bottle of soy sauce is a very tiring thing for you to go to a large supermarket. You run in so far away and have to queue up to get a bottle of soy sauce. The same is true for brands. There was once a time when consumers were very obsessed with brands, but today they found that the brand is just like that.

　　So many content entrepreneurs and many brands with content have begun to seep out. Everyone here thinks about whether the products we make can produce more content, such as the spirit of craftsmanship. I have been to Japan many times. I really like to go to an old shop like Japan that has been decades and hundreds of years old. People don’t do a big business, but the craftsman spirit is very perfect in every detail.

　　Now we all say that our products are very good, very good, but customers don’t know. How do we make such a good product? In fact, we have the opportunity to show it to our customers. Through the presentation of this content, customers will be impressed by you, thereby avoiding price wars and getting what you pay for.

　　I will give you a new way of playing, you can learn from it. The accumulation of new customers through e-commerce platforms is added on WeChat, retention and fission. Recruiting new one with one hand and retaining the other. There are two sentences here that I think are very important. The success or failure of any store’s competition depends on your ability to continuously obtain traffic at a low cost. Through the fission of WeChat, you will find that your customers, we are now talking about Taobao, with a new user about 50 to 60 yuan. However, through WeChat’s fission transfer introduction, a customer costs less than 10 yuan. So there are still low-cost opportunities.

　　In addition, you will also find that whether it is investing in the direct or drilling exhibition today, the conversion rate is so low, because many of them are not your precise group. Your users, users who have purchased your products, will be very high in the conversion rate of the population they bring.

　　We need to break through the original thinking framework. Everyone should think about who the users behind your product are, whether they have very clear needs, and whether this needs can be met through other methods.

　　Photography equipment, what are the photography equipment whenever you buy? Photography enthusiast. I also have a friend who sells telescopes. His telescope is very expensive, ranging from dozens to tens of thousands of yuan. I am curious about why the telescope is bought for? Is there a beautiful woman in the building opposite to me who has a big telescope? He said no, look at the sky, look at the stars. Then he said that my telescope has reached the lowest price.

　　I said you sell him photos because not everyone has the opportunity to take pictures of such beautiful starry sky. I can't see it at all in Shanghai, and I can't see a star. When I was traveling to New Zealand, there was a famous classic over there, which was about looking at the Milky Way. I was lying there, and I was shocked. I found how small the people were, and the entire Milky Way was in front of you. When Lao Gao and I went to Huashan, we talked until very late. We looked up and said he said it was Beidou Star? I haven't seen it for many years. So it doesn’t mean that you can see it by buying a telescope. He said it was right. Many people asked me that the profit from buying photos is far greater than that of the equipment.

　　These cases are just for everyone to expand. Behind the products you sell is a type of customers with special needs, and you can develop products based on their needs. Of course, there is a core point here. You must create a trustworthy system in your WeChat Moments, otherwise why should customers buy from you?

　　Many people have done our current operating methods on WeChat, and they have done very well. Store data needs to be optimized, right? Where can so many people cooperate with you to do so many things? Some of the old customers are completely OK. Old customers can fission and can play a lot of games with them. They can play with prizes. They can play very comfortably, and the data of various dimensions of your store will be very good. Of course, don’t be limited to this. If you only do this, you will find that your operating methods are too single. Once the platform makes a difference, it may be difficult for you to continue.

　　We also have outputs when we attend the event, and the waiter has requirements, otherwise you don’t want to find him next time. We have a lot of malicious comments, which may come from competitors. Can you get 200 positive comments overnight? WeChat is the only choice and the best choice to maintain. Some people say that there are 3,000 old customers on my phone, no one responds or communicates, so they are not doing anything. Today’s e-commerce social business must pay attention to it after you go back.

　　Next, let’s talk about how to do this, do it well, and there are many bonuses in this process. Let’s assume the shopping logic of our current Taobao customers. Today's customers, I just said that they find the product they want by searching for a keyword, or they open my Taobao to the path of favorites or purchased babies. They usually use this method to find this product.

　　So, after adding the customer, do we like it, can we comment on the customer? The customer posted a photo of a child. Do you have some praise below? Your baby is so cute, do you think the customer will be disgusted? No way. Could you please ask what your WeChat name is? Can you write a new one on April 20th? Can you write a store promotion on May 1st? You can ask customers to bypass their original shopping logic in advance and tell them in advance bypassing their original competitors. Moreover, this experience is very flexible sales and will not make customers disgusted.

　　Today, we are strangers who have added WeChat for the first time. Everyone here will tell me what you will do first? Flip through the other person's circle of friends. Since your customers will browse your circle of friends, your circle of friends is worthy of careful creation and cultivation. Is he familiar with you?

　　Think about what kind of people do you like to trust? No matter what you buy, do most of us trust professionals? Do you trust a jewelry designer, or appraiser, or a craftsman from the place of origin, I am from the place of origin. We buy food, for example, I buy wolfberry, I sell wolfberry in Shanghai, and my hometown is Ningxia and Qinghai. When my door is opened, I see wolfberry everywhere in the mountains. Who do you think you will believe?

　　Therefore, when creating professionalism, we will surely quickly build a sense of trust, which is why WeChat Moments can sell high-value products. You have too much time to educate your customers, so-called "Silent" is called "Silent" and "Customs" is a director, and the customer is an audience, how to develop your product. Why research and development? Whatever difficulties you encounter and how you choose materials, you can do it.

　　比如说我卖包包，我打造什么，我是一个皮具行业的设计师，我整天就是在全世界旅游，不能说旅游，出差，到处看，参加展会。我甚至告诉你这块皮是产值巴西哪一头牛的哪个部位，你会不会信我。我们大部分的消费者实际上是没那么专业的，当你的专业度通过微信的朋友圈进行打造的时候，你会发现它的威力是无穷的。同时，我们用微信的朋友圈可以进行分组管理。

　　People usually have this kind of demand when sending WeChat messages. Some of your contents don’t want some people to see, for example, you have a lot of fun tonight and want to send a WeChat Moments, but you may not want your parents to know. Because your parents know that they are going to nag you again, they are still playing outside so late. You must make it visible to some people, or make it invisible to some people.

　　So can this function be used for grouping? Many of our customers are of different ages, and they also divide men and women. There is a certain proportion of men and women in your store. Is the same thing that a male user and a female user want to see? It's not the same. So the deeper you understand your user, you will understand their needs very well, and you will know that I was born as a mother and baby, so there are many cases of mother and baby, and I can think about it with you very much.

　　For example, 0-3, 3-6, 6-12, customers of different age groups need to eat one thing called milk powder at a certain stage, and the other thing is called complementary food. If your customers are 1, 2, 4, or 5 years old, and you give a complementary food, half of the customers may not need it because their children no longer eat complementary food. At this time, what you provide is valuable information. Over time, he will naturally block you. If we continue to provide valuable content output to our users, you will find that they will always follow you. What should I do when I am 7 years old? If you want to go to elementary school, he must have many interest classes, and you can always build them around this user.

　　Usually WeChat marketing will have several steps , such as attracting fans, interacting, transactions, repurchasing, fission, and distribution. Each of these steps has very detailed content, so I can only tell you the key points just by briefly. It is very simple for our e-commerce today. I tell you that many friends who are very good at WeChat are investing a lot of advertisements on Baidu and Toutiao. Their advertising cost on the entire network has reached 50 to 80 yuan. In the transaction stage, it may be even higher, several times higher.

　　Some of my friends can basically achieve 40%-50%, that is, 40%-50% of the transaction customers on your WeChat. This is a very terrible number. That is, you can accumulate tens of thousands, hundreds of thousands, or even millions of users in a very short period of time. The best friend around me already has 1,400 WeChat accounts, and each WeChat account has 4,000 people. How many people do you think? All of them were introduced from Tmall store. Are you afraid that the link will be deleted? Fear of downgrading power? Won't. Don’t talk about millions of customers, you have 100,000 customers, which is enough for you to eat for the rest of your life. Everyone think about it carefully. At present, this area is still a gold mine. If you don’t dig now, you may not dig again next year. Everyone is adding customers’ WeChat, is he still willing to add your WeChat? Everyone must think about using marketing methods early.

　　Remember the text message? One year, the first Tmall seller sent a text message to the customer, which was the text message sent from the package. What was the general feedback from the customer, and he cried bitterly, and sold something on Taobao and sent me a text message. Your goods have been sent, but today it has become a harassing text message. I have bought so many, and every merchant has sent me a text message. Your goods have been sent, and I know, don’t send it. Therefore, marketing methods must be used early to be effective. What I tell you about the fans is that you are sitting in the gold mine and don’t know how to operate it. Then if you are interested, interact as soon as possible.

　　Many people ask me what to do after adding. After adding, you have to chat with him to know the customer’s needs, you will know who the customer is, and you will have subsequent accurate products. You must interact with his circle of friends and like it. In fact, the customer's circle of friends is your advertisement exposed. You have 100,000 customers. You can give all these customers a like, comment and notify them that you have been on the event and you have started the event.

　　Today, we maintain these customers through WeChat, and we do not make a transaction on WeChat. We can still let them go to our original store to make a transaction. We can also use the most original transfer, with a red envelope of 200 yuan. So if everyone's average customer price is less than 200, it will be very easy for customers to pay, including the current mini-programs. The seamless docking makes our transactions on WeChat simpler than it can be.

　　I don’t know how many of you here are using mini programs. When the mini program first came out, I used a mini program, which made me very amazed because it automatically identified the sales address embedded in my WeChat. I did not fill in the contact person, consignee and mobile phone. The user is getting lazy and not going to jump to Taobao. In the intelligent era, people will become lazy. Therefore, there are inherent advantages to make transactions in the WeChat system.

　　If your circle of friends is exciting, your circle of friends may be a department store. Your circle of friends is exciting enough. Your circle of friends is a very real person, a very outstanding person, and an expert in a certain industry. How to sell tea? I am a tea farmer for thirty or fifty years. I will teach you how to identify good tea and I will teach you how to make tea. This kind of industry leader created through the circle of friends will be deeply rooted in people's hearts, and there will naturally be no problems with repurchasing.

　　Fission is the most interesting. I have seen a better job of pulling 30 old customers into one group, and breaking into 500 customers in a day. 30 old customers have become 500 customers. Think about it, the cost he uses may be only 1,000 yuan, and there are really not many opportunities. Moreover, the customers brought by customers are very accurate, even if you ask them to help you optimize data.

　　Distribution. If you have enough old WeChat users, it is easy to find that some customers are very professional and some customers are industry leaders in their lives. A mother has many mother groups. If she is an industry leader, if you ask her to help you sell goods, she will throw 200 orders in the group. It is very likely that she will still worry about not being able to sell the goods?

　　The customer's name needs to be noted, and the customer's name can also be noted with some Wangwang numbers, so that they can quickly connect with the Taobao system and quickly know who he is. We need to customize one-to-one marketing plans to have more targeted care. A customer will expose his or her life situation in his or her circle of friends. At this time, you need to care more in a targeted manner, which will make him or her have a strong emotion for you.

　　Our opinion experts extracted from customers can participate in your company's operations and sales, and all aspects are fine. I just talked about the choice of women's clothing. This kind of application is simple and cannot be simple. It can improve new products and service processes. When many friends talk about it, it is now the era of content, I know. But I can't recruit such people, what should I do? Customers can help you do this content, and customers do it much better than you.

　　I once saw a girl's mobile phone with more than a dozen apps for editing pictures and videos. She edited a picture, posted pictures in her circle of friends, and it took an hour to edit a picture. We can't do it well, and we really can't do it. The materials you find out about this kind of customer can almost be said to be close to perfection. The key is that your cost is very low, and very low cost can be leveraged.

　　The concept of super users is proposed by logical thinking. I think everyone can think about this aspect, how we cultivate 1,000 loyal fans, these super users can help everyone grow continuously, help everyone expand their brand awareness, and help everyone sell.

　　Finally, not long ago, on April 12, Ma Huateng, this passage is very necessary to read to everyone. Wechat and QQ are both developing enterprise-level applications. We are currently testing internally to enable enterprise WeChat to connect with the public WeChat that everyone is using. If this thing is done, it will be so awesome. Why?

　　Because what do we fear the most when doing WeChat? Block the account. No matter how good your account is, WeChat blocks you. Are there any people who do group control? Many of my brothers were blocked by dozens or hundreds of accounts, and their investments were wasted millions. If this matter is done legally and compliantly, the company can add customers on WeChat. WeChat knows our pain points. What should you do when your employees leave? It turns out that they are all using personal WeChat to do business.

　　Now in physical stores, I have a friend who works as a maternal and child store. It requires all the store managers to add all the customers who come to the store every day. Customers do not come to your store every day, but customers can read your WeChat every day and place orders directly on WeChat. If this number is our store manager’s account, what should I do if this store manager resigns? Right? So I personally think this matter is very important, and this matter will bring great benefits to future WeChat operations.