How to seek breakthroughs when social e-commerce operations encounter bottlenecks!

　　In 2018, the e-commerce economy developed rapidly, from the familiar Taobao, Tmall, JD.com to the micro-business that everyone can participate in, including Pinduoduo, which has just been listed recently, the popularity of online shopping has brought about a wide range of e-commerce forms, including Xiaohongshu, which focuses on social operations. Many experts share their experiences, which is the form of social e-commerce. When our community operation encounters a bottleneck, let’s see how community e-commerce companies such as Xiaohongshu quickly occupy the market in a short period of time. The reason is nothing more than the following points.

　　1. Lock the target customer population

　　Accurately locking in target customer groups can well drive the group atmosphere and promote the dissemination and transformation of the community to achieve the ultimate operational goal. Only by locking in the target group you want to market can you make accurate marketing judgments about your group, which are roughly divided into gender, age, personality, preferences, social identity, etc., and market the group according to different keywords.

　　For example, Xiaohongshu is set as a carrier for young people with fashion trends. Therefore, in advertising and marketing, its own app construction is also extremely fashionable, so that the brand can be made to the point where it is popular now. When the emerging sports and beauty mall is locked in crowds, it is positioned as people who have a pursuit of quality life based on its own brand's slogan "choose carefully only for excellent products". In this way, only by impressing people who have requirements for life with excellent products can we better touch people's hearts.

　　2. Control of product operations

　　When facing "community operation", many people focus on the community. In fact, the root cause is that products are the hard truth. As it is often said that this is an era of marketing, but in the end it is still content. No matter how active the community is, if there is no strong product as the cornerstone, these are all bubbles. Therefore, NetEase Yanxuan, Timei Youpin and other malls have all brought the concept of "good products" to the extreme, and controlled the high-quality sources of products and affordable prices, so as to ultimately establish a sense of brand trust and maximize the effectiveness of community operations.

　　3. Diversified community channels

　　Among our common community channels, the most common ones are QQ groups and WeChat groups. In the popular "I Am Not a God of Medicine", some time ago, the drugs are promoted through QQ groups. When we operate a community, we must fully consider whether the people we choose to carry are consistent with the people we face. Similarly, the community is a double-edged sword for operators. It can promote your product more widely, but if there is a slightest bit of badness, it will also rumor its disadvantages. Therefore, there is a more effective way in the industry to combine online + offline operations. For example, Yimei Youpin combines online mall + community life store, so that consumers can not only buy online and experience it in life store, but also promote product marketing through multiple channels.

　　Community operations have gradually emerged in the e-commerce environment. As the endless e-commerce group explores, it is constantly improving and innovating. Will the next economic era be rewritten by new social e-commerce companies such as Xiaohongshu and Timei Youpin? We don't know, we can only wait and see. For more community operation skills and community operation knowledge, you can choose to join us. Community operation, and we let big names explain to you how to do it.