In the years of explosive growth of the online economy represented by Tao-based e-commerce, various voices frequently appeared - the real economy will gradually shrink. Today, many practitioners are still thinking about solutions while still facing the problem. huge challenge. The bottom line is to figure out and solve a problem - what is the biggest dilemma for entities?
As a brick-and-mortar store, what seems to be lacking the most is the design of the flow entrance. In essence, it is the lack of the concept of flow in the thinking and business philosophy of brick-and-mortar store operators, and the true meaning of flow is unclear. Perhaps, it would be more accurate to say, consciously, without method—powerless.
The entity is the tradition, and the private domain is the future. The private domain mentioned here is a mobile Internet tool that does not specifically refer to WeChat. In fact, whether it is a physical store or a current e-commerce business, the essence of private domain traffic is to increase LTV and reduce CAC.
Explain the logic of this business model - you don't know who bought your product, this is a traditional enterprise, you know who bought your product, this is a future enterprise. Private domain operations, data-based management, and self-operated KOCs are all channels for opening up the future.
From the perspective of user growth, tradition and future are quantitative and incremental concepts. Tradition is that a purchase is a consumption, and re-consumption is in the future. Private domain is a purchase, which is accumulated for life and continues to operate. User value is in the process. It will be gradually enlarged through operational means. The key point is the innovation of the business model. However, it is not so much innovation as the expansion and improvement of the business model. In order to complete the evolution and growth of country email list the entity, it must open up an online and offline integrated operation model.
Entering the topic, all brick-and-mortar store practitioners or enterprises, no matter the size, should pay attention to every customer who comes to the store, and be sure to treat them sincerely (even if TA has no demand for your products or services). Don't learn from some luxury shop assistants whose eyes are on the top of their heads, and don't learn from a certain car brand that can get justice by crying while sitting on the hood... Customers are not gods, but customers are the parents of food and clothing, and they are the source of the company's survival and development. Reality is important.
In this process, customers go from vision to touch to interaction, and every touch point of perception actually has articles to do. All these must be designed according to their own stores and products (services) mechanisms to attract and keep customers private. In the domain system... Under the current environment, if you want to run a physical store well, you only rely on the natural traffic coming and going from the store, and the high rent and operating costs are hard not to be stretched. If you can still live well, it means that you are It really has its own core competitiveness.
But according to my observation, most brick-and-mortar stores live very hard, and the life cycle of newly opened stores is very short, so what about poetry and distance...
Let's share a case first - Baodao glasses, which is a very rare and valuable case - for most physical stores and business enterprises. You may not have such a scale, but the innovation made by Baodao Glasses, even if you only extract a link to learn and implement, the improvement of the overall turnover is clearly visible.
Baodao Glasses, a company established in 1979, has 1,200 stores across the country. It has started digital operations in 2015. At present, it has successfully built its own employees into 7,000+ KOCs, all over the network. By this year, the members of Baodao Glasses have exceeded 30 million, and they are all maintained and connected through private domain tools. This data is approximately equal to such a concept. For example, it means that you have created 30 million active fans in demand. account, and the interaction and stickiness of this account are very strong. What value do you think this account will generate? Think again, what is the positioning and function of your physical store at this time?
Mr. Wang Zhimin, CEO of Baodao Glasses, participated in the transformation of the whole chain. Under extremely unfavorable circumstances, he launched a digital business strategy, opened up links, and established models to achieve growth against the trend. During the epidemic, it increased by 5%. This achievement is not accidental, but accumulated and The inevitable after precipitation.