Enterprise WeChat, so that every enterprise has its own WeChat.
At important moments in life, people like to buy jewelry as a souvenir.
However, there don't seem to be so many "important moments" in one's life.This has also become the most troublesome part of the jewelry industry: the unit price is high, but the repurchase rate is low.For this reason, jewelers have to open their stores in the center of the mall and exchange high rent for new customer flow.On the Hurun China Jewelry Brand List released in 2022, Zhou Dasheng, the third brand, confirmed their unlimited potential with the brand value and revenue rising year after year.The reason why Zhou Dasheng is so outstanding is that they can retain high-value old customers and turn jewelry products with low repurchase rate into high-frequency repurchase products.At the same time, they have also opened up new ways to obtain customers, greatly reducing their dependence on high rent stores.
The story starts with more than 3 million customers in Zhou Dasheng's WeChat private domain.
The store was once the only entrance for Zhou Dasheng to gain customers. A customer who takes the initiative to enter the jewelry store means that he has a higher willingness and ability to consume.Therefore, most jewelry stores will devote 100% of their energy to store customers. In recent years, with the high cost of stores, the customer flow of stores is gradually decreasing."In the past day, there may be 100 people entering the store, but now there are only 50 people, even 20 or 30 people." Xu Chenchen, director of the jewelry CRM center of Zhou Dasheng, told us. But Zhou Dasheng is not pessimistic."Because consumers who have bought our products and enjoyed our services generally recognize our brand concept, they are more likely to be trained as our loyal customers and make more purchases. Therefore, we just want to serve our old customers well," said President Xu. Since regular customers are so important, how can we serve them well? In the past, customers bought their favorite jewelry in the store and left, leave your phone number at most.But next time I want the customer to come back, I send a text message to invite him to the store. The effect is not good. When I call, the customer feels disturbed.Now, Zhou Dasheng has a better plan - to add customers to his enterprise WeChat, label them according to purchase, age, preferences and other information, and provide long-term and accurate services.
Of course, it's not surprising to just add WeChat. What's more, how to provide service, make customers more satisfied and more willing to go to the store is Zhou Dasheng's unique secret script."After adding friends, don't disturb too much." This is the first enlightenment Chow received after he became a private domain.Many businesses are used to bombarding customers with information as soon as they have added friends, and they rush to buy new and popular products;Zhou Dasheng found that this extensive private domain operation mode can only be used temporarily at most.After a long time, customers will feel disturbed by too many and miscellaneous messages sooner or later, and then silently delete their friends. Therefore, in the face of customers at different purchase stages, Chow chose to "go for what they like" and adopt different strategies. First of all, the Chow Tai Sang store provides "3-3-3" full life cycle after-sales service for regular customers who have purchased jewelry products. Three days after the customer purchases the jewelry, shopping guides will find customers one-on-one,Ask whether it is comfortable to wear, attach daily wear guide, and remind customers to activate free jewelry security insurance;Three weeks later, tell the customer that there are free cleaning and maintenance services, as long as you come to offline stores, you can enjoy it;Three months later, Zhou Dasheng will have an activity of "trade in the old for the new", can help customers to make old jewelry into the most popular jewelry style at present. In this way, when regular customers come to the store to enjoy maintenance services, they will have a greater chance to place an order when they see new products they like and gifts they can give.In the past two years, Zhou Dasheng's invitation to regular customers has increased to 60-80% from 20% in the past;The re purchase rate of jewelry can reach nearly 30%, and some stores can even reach more than 50%.For customers who come to buy back, the customer price will be two or three times of that when they first arrive at the store.Secondly, for customers who came to the store but did not place an order that day, Zhou Dasheng will also add them to the enterprise WeChat to provide special services:If you think the price is inappropriate, shopping guides can give customersTargeted coupon；If the style is unsatisfactory, shopping guides can guide customers to choose more styles online through the applet store, andWhen the new product comes into the market, invite customers to the store to try it on at the first time；If there is no need to buy jewelry for the time being, the shopping guide will write down the customers' birthday and memorial diaries, send blessings at these important nodes, and prepare a small gift to guide customers into the store, so as to generate related consumption.Finally, it is also a time for the jewelry industry to compete, that is, festivals and holidays."Jewelry consumption is very interesting. Nothing happens on weekdays, but there will be a small peak at the weekend. When the National Day, Valentine's Day and Spring Festival meet, there will be explosive growth." Luo Difei, CIO of Zhou Dasheng Jewelry, told us.For example, on the eve of the Chinese Valentine's Day in 2022, Zhou Dasheng held a "7.7 yuan blind box" activity in the core benchmark store,Invite private domain users to spend 7.7 yuan online to book blind boxes to the store first。The blind box contains ornaments and coupons of different denominations. You can also get free gifts when you go to the store, giving consumers a pleasant surprise experience.There used to be such festival activities that shopping guides had to call the customer list one by one to invite customers to enter the store.Now, Zhou Dasheng's private shopping guideYou only need to send the benefit activity information through the "group sending assistant" button on the enterprise WeChat, interested customers will naturally take the initiative to place orders to reserve qualifications.In excellent stores, blind box sales and write off rate even reached 100%。
President Xu told us that,"Although the customer flow of stores has generally decreased, our transaction rate has greatly increased, and more and more customers have bought back."Zhou Dasheng invited customers to the store through private domain, and the average customer price can reach 4000 yuan.For such important festivals as the Spring Festival, Women's Day, May Day and 520 this year, Zhou Dasheng mainly promoted and invited marketing activities through his private domain,A total of more than 500000 members participated, resulting in a sales volume of more than 2 billion, which is equivalent to an average of more than 4000 consumption per member entering the store.
"We used to spend a lot of money on brand advertising, but now we can reach millions of people for free by directly publishing it in communities and circles of friends.Not only that, but also important user awareness education links in the jewelry industry, such as how to evaluate and select jewelry, used to be done one-on-one in offline stores. Now shopping guides can be shared one-on-one online before customers arrive at the store. After customers arrive at the store, they can focus on jewelry selection, which is more efficient. "Xu said.
Zhou Dasheng has 4616 stores nationwide, including 4367 franchised stores and 249 self operated stores."The terminal business is not good, and it is not only the colleagues in the functional business centers of the headquarters who cannot sleep, but thousands of franchisees who cannot sleep with us," Xu said.This kind of franchise oriented and self support supplemented operation mode enables Zhou Dasheng Jewelry to solve a very important problem while trying to establish a good relationship with customers,How does the headquarters provide better support to franchisees and help franchisees better serve terminal customers.From 2018, Zhou Dasheng began to layout digital transformation, gradually established business databases from different stores across the country, and connected all systems through enterprise WeChat, including the headquarters' product center, design center, brand center, online membership system, store's CRM systemPOS system, etc.With the digital system, the headquarters can provide more targeted guidance for franchisees.For example, one franchise store used to spend 10 years meeting customers, accumulating experience and operating data. Now 10 franchise stores can complete the accumulation in one year.For example, due to the uneven management level of franchisees, many franchisees used to use paper forms to manage customer information. Whenever new products were launched or festivals were held, the shopping guide had to call old customers one by one, which was very inefficient.Now?After Zhou Dasheng opened up the enterprise WeChat and CRM systems, all franchise stores can quickly screen out potential customers who have consumed within a year, have not closed a deal in the store, and are in the birthday month through the system tag, form a return visit list, and issue tasks to the shopping guide in the management background of the enterprise WeChat.After receiving the task, the shopping guide can directly use the "group sending assistant" to make a 1v1 targeted invitationInvite customers to participate in corresponding activities, greatly improving the management efficiency of franchisees.
At the same time, in order to help franchisees know more clearly where they are doing well and where they need to improve, the headquarters will regularly compare the business data of different stores, and give corresponding incentives and guidance.For benchmark stores with particularly high store arrival rate, the headquarters will,Give exclusive discount incentives；For franchise stores with low arrival rate, headquarters meetingThrough horizontal comparison of multiple indicators such as activity reach rate, member participation rate and repurchase rate of different stores, help franchisees find their own operating deficienciesAnd find a solution as soon as possible.In this way, when managing stores, franchisees not only have more clear goals, but also can find useful experience in time and achieve faster growth every time they encounter business card points."In order to help dealers improve their performance, in addition to daily incentives and guidance, the headquarters must continue to design jewelry products that consumers like, which is the long-term plan. For this reason, our product research and development team will also use enterprise WeChat when designing jewelry to conduct research on customers of dealers in various places, and strive to design products closer to consumers."Luo added.High end jewelry brand is afraid of aging image.In order to keep up with the trend of product design at any time, we are not building behind closed doors. Now, because Zhou Dasheng's CRM system and enterprise WeChat are connected, the product teamAfter designing a new series, they will invite VIP members from all over the country through WeChat to become "new product experience officers" to help make suggestions for products and make products more popular with customers。This model also helped Zhou Dasheng successfully launch the widely acclaimed "Only Green" Guochao series last year.
With such a digital management system, Zhou Dasheng led more than 4000 stores across the country to successfully complete digital transformation.In just one year, the number of regular customers accumulated by Chow Tai Seng Jewelry on WeChat has broken from 20000 to 3 million, and the increase of the online+offline dual channel market has exceeded 1 billion yuan.
In the past, jewelry brands highly depended on the location of stores.Only when the flow of people is large enough can we get more customers.Therefore, jewelers have to bear high rent to maintain stable sales.Zhou Dasheng took the initiative to open up a new way to get customers: video number+enterprise WeChat.Most people need to carefully consider and compare thousands of jewelry before buying, but if it is hundreds of pieces of jewelry, it will be much easier for customers to make decisions.So, Zhou Dasheng started from here, selling trinkets through his video number to establish the first contact with customers.The homepage of Zhou Dasheng's video account has a button on enterprise WeChat. Customers can get 24-hour exclusive services by adding enterprise WeChat, whether they are interested in a certain jewelry or have already purchased jewelry.Recent activities, precautions for wearing accessories, and how to obtain cleaning and maintenance services can all be communicated through WeChat.
Zhou Dasheng also discovered a secret that in the WeChat ecosystem, video accounts can be closely combined with the private domain of enterprise WeChat, thus making business "snowball":stayCustomers in the private domain of enterprise WeChat can directly become the "seed users" of the live broadcast room.Before the live broadcast of the video number, Zhou Dasheng will conduct publicity and warm-up in the private community or customer chat to guide everyone to make an appointment and watch the live broadcast.Users from the private domain are interested in Zhou Dasheng and are more willing to stay and purchase in the live broadcast room. In this way, the video number will also judge the quality of the live broadcast room is good and give it to accurate public domain users. The traffic of video number and private domain is constantly overlapping, thus expanding the customer source for Zhou Dasheng. Last April, Zhou Dasheng participated in the Super Brand Day activity live broadcast by video number.The first live broadcast of Zhou Dasheng sold more than 2 million yuan within one hour of its launch.The new number, which has just opened a month ago, reached a maximum of nearly 400000 yuan in the single live broadcast of the Double 11 Festival, with sales exceeding 10 million yuan.The overall repurchase rate of Zhou Dasheng's video number is as high as 30%. This is equivalent to the opening of "online private stores" for Zhou Dasheng, which is comparable to offline stores."It is beautiful because of love, and it is born for love." Zhou Dasheng tells us with practical actions that a good private field is not a one-way continuous output, but proper care;It is not the rush, but the patience of long-term company.Zhou Dasheng has witnessed the "important moments" in many people's lives with his long-term companionship.Enterprise WeChat will also continue to provide professional services to help more enterprises move towards their own "highlight moment". Long press the picture to identify the QR codeOne minute WeChat