Enterprise WeChat, so that every enterprise has its own WeChat.
In recent years, sports have become more and more a living habit of people, even a social way.The popularity of camping, cycling and frisbee has also driven the growth of the sporting goods market.
Among them, Decathlon is definitely one of the most popular sports brands.This world-famous sporting goods retailer was rated by the authoritative financial media "First Finance" as the first "golden signboard" sportswear brand preference in 2022, and also the first in the popularity list of a social app sports fitness brand.In terms of revenue, it will sell hundreds of billions of yuan worldwide in 2022, and China is one of its fastest growing markets.However, Decathlon's road to success is more or less "another way".When other sports brands are rushing to sponsor events and invite athletes to speak for them, Decathlon rarely advertises. The cost saved is reflected in the product price, because their idea is to "let the public enjoy sports".How to do it?Let's have a look.
From selling products to selling experience
How to play with consumers?
Decathlon's main customers are mass sports fans.Many people may just start to get involved in a sport, or exercise for health and interest. Not everyone needs the best sports equipment.Decathlon has seized on these needs and provided a wide range of novice friendly entry-level products. You can buy yoga pants worth 49.9 yuan, assault jackets worth 349 yuan, and road bikes worth 1299 yuan here. The price is really good, but the quality is not inferior to high-end brands.But new consumers also have more worries: how to choose the right equipment?How to use it?How do you play?How to solve these problems of customers and let more people enjoy sports?Decathlon's approach is to take consumers to play together.On the one hand, there are different sports experience areas in the store, and all goods can be tried at will.On the other hand, the shop assistants are professional and enthusiastic sportsmen. You can ask them about the use of products, after-sales service, sports skills and other questions."But the problem is that in the past, only when the customer came to the store and communicated with the clerk face to face, could we help him to solve his problem". In other words, when the customer left the store, the connection between the store and the customer was brokenIf customers encounter problems again, they can only search and inquire by themselves. The digital director of Decathlon ChinaWang QiliangSay.Therefore, Decathlon began to use enterprise WeChat to build private communities for stores, such as member groups, interest groups in different sports, parent-child sports groups, etc.When customers are shopping in stores, different sports zones and cash registers are pasted with the enterprise micro QR code of "sports ambassador". Scanning the code can add friends, and they can know many sports talents with common hobbies——You know, Decathlon's sports ambassadors, many of whom are hidden sports gods and champions, can not only answer your product questions, but also give a lot of professional advice on sports.
In the private community, Decathlon takes "teaching you to play, guiding you to play, and organizing everyone to play together" to the utmost.
Customers can join interested sports groups, such as cycling groups, running groups, and mountaineering groups, where they will regularly share product and sports related expertise to teach you how to play.For example, the cycling group will teach you how to maintain bicycles, what necessary accessories are available, what the correct riding posture is, and how to avoid sports injuries... Every time a product is launched or an activity is held, the group will also notify you.In addition, many new minority sports, such as Luchong, Frisbee, Paddle Board, etc., are most difficult to find organizations to play together.Decathlon has 88 types of sports groups, which can help you find a "match" for even a small number of sports.officialNot onlyMany activities will be organized regularly, and fans are encouraged to "group" themselves in the group.It is precisely because from selling products to selling sports experience, Decathlon has gained tens of millions of loyal fans through the private domain of enterprise WeChat, and the customer price has increased to about 3 times of that of ordinary members. The headquarters helps stores across the country to do a good job in private domainProfession and tools Decathlon has so many stores and clerks all over the country,How to ensure the standardization of private domain operations and the high quality of services?Enterprise WeChat provides Decathlon with a powerful management tool.At first, some stores tried to use WeChat to add customers and spontaneously organized some sports interest groups. However, with the increase of the number of people, WeChat groups are not easy to manage in a unified way and guarantee the service effect.For example, the WeChat groups of stores are independent, and not all groups have attracted the staff of the headquarters. It is difficult for the headquarters to fully understand the service conditions of stores across the country.For customers, everyone in the group uses nicknames, and it is difficult to find the official personnel at the first time when encountering problems.Xiao Lu, Executive Vice President of Decathlon China, told us:“The operation ability of stores across the country to the community is differentSome cities may have clubs offline, which makes it easier for online communities to start.But others may not be able to operate, and need more guidance and help from the headquarters.For example, the headquarters will uniformly plan some high-quality content and activities and push them to stores across the country;Another example is to sort out the good community operation experience into SOP and apply it to other cities.”“Now, our private domain adopts the operation mode of "headquarters guidance+regional autonomy", the headquarters will unify the output content and activities,Push activities and content to stores across the country through the "group distribution assistant" function of enterprises and micro businesses.”On the WeChat platform of the enterprise, Decathlon also has access to sports content material library, poster template library and other tools, which can be accessed by stores and sports ambassadors everywhere as needed. All content is regularly updated and proofread by the headquarters, ensuring quality and professionalism."Stores can also push personalized content in communities and circles of friends according to local popular sports and different customer groups," Xiao Lu said.For example, in Wuxi, running is particularly popular, with many famous runners and communities. In Shenyang, fishing is particularly popular, so stores can recommend more relevant products in the circle of friends. Decathlon, a "penny pincher"How to calculate the private domain account? Decathlon hardly advertises,Marketing investment is less than 1% of revenue,Even the outer packaging and shopping bags of the products are "economical",Put more costs into the product itself,Why does Decathlon, who is "careful" and strictly controls costs, think that private domain is worth investing in?In the long run, the private domain can help Decathlon achieve the brand concept of "Let the public enjoy the joy of sports".To calculate the value of the private domain, it is necessary to measure the value of the user's whole life cycle and do a good job in long-term service and transformation.Through high-quality operating enterprise WeChat, brands can increase interaction with consumers and gain more trust.Xiao Lu, Executive Vice President of Decathlon China, told us:“Compared with previous years, enterprises are expected to make adjustments to the transformation effect brought by a single promotion.Even under the pressure of price and inventory, many brands will prefer annual periodic promotions.So we need to change the traditional practice, which is only based on the single ROI - do a one-time promotion, and see how much traffic is bought and how much transformation is formed.Now Decathlon is shifting to the measurement of LTV of users' life cycle value - that is,One month, one year or more after a customer joined our private domain, what kind of consumer behavior did he have, how loyal he was to the brand, and whether there was any re purchase.”The result was surprising. Decathlon found that,Customers who join the enterprise WeChat private domain have a unit price of about three times that of ordinary members, and also have strong joint purchasing power。For example, many customers may just buy a pair of yoga pants in Decathlon at the beginning, join the private domain, and plant camping, cycling, frisbee and other sports in the circle of friends. Even experts can find partners to play with, which naturally creates new purchase demands: from trying one sport to multiple sports, from one piece of equipment to a full set of equipment,From entry to promotion, Decathlon is responsible for it.BecauseWith the long-term connection of the private domain, we can have continuous interaction with customers, so that customers will always think of you and come to you for re purchase, will not be lost in the middle.In this way, we can harvest more ideal business value.The private domain even has the influence of the next generation in the family:Sports can promote parent-child relationship.Decathlon also has many parent-child groups. The group often organizes parent-child activities such as badminton and basketball. Adults and children play together. The whole family can buy sports equipment from Decathlon.Xiao Lu said, "We hope to establish such a connection: when you are young, Decathlon will accompany you in sports. When you get married and start a business, you will also bring children to choose sports equipment. When these children also have children, they will still return to Decathlon."
As a world-renowned comprehensive sports group,Decathlon explores how to improve user experience and satisfaction through digitalization, in which private domain operation is an important link.The rich functions of WeChat provide solutions to help enterprises achieve standardized, high-quality and efficient services.Through the private domain,Decathlon has implemented the brand concept of sports popularization.In the case of low unit price and low profit, from selling products to selling experience, it has improved the repurchase rate and customer price of fans in the whole life cycle, and gained brand reputation and loyal fans.
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