"At that time, there were some cake brands in Shanghai, and the main raw materials had already used healthier animal cream, but Hefei had not yet", the founder of VIPCAKE said when talking about the origin of his entrepreneurship.
Only Pinker Cake was founded in Hefei 11 years ago. The original intention of Shui Zhangchao, the founder, is simple: artificial "vegetable cream" cakes are popular in the market; The cake made of natural "animal cream" has just become popular in Shanghai and other first tier cities. At that time, Shuizhangchao, who was still a "Shanghai Piao", wanted to let his hometown people eat healthier and better tasting animal cream cakes, so he aimed at the vacancy of Hefei in the high-end cake market and returned home to establish VIPs.![]()
But this is doomed to be a The challenging track - high-end cake, with few consumers, is hard to get customers. Moreover, the price is high and the consumption frequency is low. As an entrepreneurial brand, how does VIPs enter the market?
VIPs has improved the Re purchase and re introduction turn new customers into repeat customers. Their annual sales volume is leading in the high-end cake market in Hefei, Among them, regular customers contributed more than 75% of the performance, and the repurchase rate of private domain friends on WeChat reached 60%.
How did they manage the private domain successfully?
Many people can't buy cakes several times a year except for their relatives and friends, In addition, customers' stickiness to the cake brand is not high. The last time they bought the cake at your home, they could not remember it for a few months. When they bought it again, they probably went to another home. "So like cake The biggest problem of commodities with "high customer price and low consumption frequency" is to make re purchase ”Only Neelu, the private domain leader of Pringle, told us.
But how? The first step is to add customers to the enterprise WeChat.
"We have added customers to the private domain to remind customers that every memorable day can be bought by VIPs to share with their relatives and friends. Daily life can also be full of ritual. "
Except for birthday, customers seldom buy cakes, but VIPs let everyone have a reason to eat cakes every month by holding festival activities and fresh fruit seasonal product activities in the group. For example, this year Mother's Day Only Pinker launched a gift package of "cake+flowers", which is free to deliver goods to home throughout the city. It is convenient for customers to express their love for their mothers, which is both considerate and worry free. Besides Valentine's Day, Children's Day, Thanksgiving Day ... will launch festival exclusive funds. Another example:, Every year, when we eat strawberries and peaches, VIPs will launch seasonal fruit cakes to increase consumption frequency.![]()
However, the cycle of many activities is very short. For example, in order to ensure the best tasting period, some seasonal fruit products are sold for more than 20 days before they are offline; Another example is Mother's Day, which lasts only one day. With such a fast-paced node and update, how can customers know the latest event news at the first time? The approach of VIPs is: "Advertise" on public domain platforms such as public accounts, "precision touch" on enterprise WeChat private domain, and design various activities and content in communities to attract fans to place orders. The propaganda rhythm is also particular:
first, Set off the atmosphere in the warm-up period. 3-5 days in advance, VIPs will release tweets on the public account, Preview 500000 member fans. But this is not enough. Many people just see it and may not place an order. Therefore, we should remind everyone repeatedly through private domain to set off the sense of festival ceremony and prepare for the formal activities:
Take Mother's Day activities for example, When approaching the event, VIPs, through WeChat, The festival countdown and exquisite product pictures were released, and fans were invited to share their warm stories with their mothers, and the cake+flowers package was raffle It creates a full festival atmosphere.![]()
then, During the activity period, they more accurately delivered the discount to customers in need through the "tag" function of WeChat. For example, check through the label: "Participated in last year" Customers of Mother's Day activities Family Users who have bought cakes like this Mother's Day cake "Litchi flavor" Our customers...... Send product links and activity notifications. Customers can directly click on the applet to order if they need.
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Only Pinker found that the order conversion rate of accurate push is 2-3 times that of ordinary customers. The order volume of the whole node marketing can even reach 10 times of the usual. last, Make a good reputation in the warm period. They will guide customers who place orders in fan groups, circle of friends and other social platforms Sharing of printing sheets and drawings , free product coupons. On the one hand, it has increased community activity. On the other hand, customers are willing to recommend to more relatives and friends after they are satisfied with the cake and service, and become loyal fans of the brand KOC。
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At the beginning of their business, only Pinker did not set up its own store, because they chose the high-end cake track and used imported animal cream, chocolate, fresh fruit and other raw materials, which were more expensive. If you have to pay expensive store rent and labor costs, the price of cake will become unattainable.
Without stores, it is true that more costs can be invested in food materials, but getting customers has become a problem that needs to be solved continuously.
Nilu, the private market operator of VIPs, told us: "In the past, the nodes were very fast, but we also We have tried to launch elevator, parking lot and some information flow advertisements, and the cost of getting customers is generally 30-50 yuan per person, It is not guaranteed that subsequent orders can be placed for conversion. The cost is very high, but the conversion rate is not high. The cake industry has dense marketing nodes, so it is unlikely to launch every time. "
"However, if customers are settled in the private domain, Brand can communicate with customers at any time, many times and at low cost through enterprise WeChat 。 ”
If you help Vipshop make a settlement:
For the monthly launch, even if there is a promotion budget of 100000 yuan, the cost of getting customers through advertising is more than 30 yuan/person, and only 3000 people can get customers. The order conversion rate is generally about 5%, that is, 150 people place orders, and the customer price is about 300 yuan, It can only bring 50000 achievements. This can not even recover 100000 yuan of publicity costs, but can only "buy exposure at a loss". In order to recover the launch cost and make a profit, the conversion rate must be more than 10%. As all brands who have invested in advertising know, it is difficult to achieve such a high conversion rate, let alone achieve it all.
However, only Pinker can bring 30 to 100 thousand yuan of sales every month through the private domain of enterprise WeChat, just the first order of users in the community, removing the cost of community operation, It is almost "net income" of RMB 30000 to 100000. This does not include the business WeChat friends' orders under the applet, and the private domain accounts for more than 50% of the overall performance. "The most important thing is that regular customers in the private domain have the ability and willingness to consume high-end cakes. They are very precise, and the possibility of re purchase and transformation is higher. The advantages of doing private domain are very obvious."
How to promote repurchase? In addition to launching various new products and keeping up with consumption nodes, VIPs has another set The process of "15 day automatic return visit for new customers" does not require human operation. The system can identify customers' purchase behavior and time, and then send corresponding tasks regularly: At the customer On the day of order, Send a product preservation guide immediately, emphasizing that 100% pure imported animal cream should be stored in the refrigerator as soon as possible, and the service is considerate and also conveys the product characteristics; stay Day 3, After customers taste the cake, guide them to show off the list on the social platform, and reduce the coupons when the praise is full; stay Day 15 After that, we will regularly promote afternoon tea coupon packages, invitations to new product tasting activities, etc., and lead them to offline stores near The distance from customers enables customers to remember the brand and continue to repurchase.![]()
The business processes and standards in the private domain have been set up. Serving 100 customers is the same as serving 100000 customers. The marginal cost is very low. Therefore, since the start of private domain, VIPs has reduced the waste of marketing funds. They have accumulated more than 100000 fans in the enterprise WeChat private domain, and the proportion of sales in the private domain has increased from zero to 50% in just half a year.
Eleven years ago, how did Vipshop get the first batch of customers at the beginning of its business?
The answer is to hold a cake tasting meeting in the store, Go to the enterprise to hold a cake tasting - when people don't know you and the brand hasn't been built yet, your good quality and taste should be tried by everyone.
Until today, Vipshop customers have attached great importance to holding regular offline cake tasting meetings, and combined with the private domain, it has become a more diversified "favorite powder activity".
"In fact, we are now doing offline activities, It is more to establish trust and emotional connection with customers and cultivate public praise and loyal fans. Cake is not only a dessert, but also a carrier of emotional expression between people. Frisbee, flower arrangement and other rich activities also convey our brand value: We sell not just cakes, but exquisite lifestyles ”, said Nilu, a private trader of Pinker.
Because the connection between brands and fans is all around, Online and offline are inseparable. So when planning offline activities, VIPs will interact with fans through private domains:
Before the event, Because the number of activities is limited, in order to ensure the experience of community fans, They will select customers with purchase records in the past year through the enterprise WeChat "tag" and invite them to participate in activities: There are frisbee and camping suitable for parents and children to participate in, and there are also fragrant smelling and flower arranging for meditation. No matter what activities, fans will be invited to participate in the "New Product Cake Appreciation Meeting" in advance in the last link, and collect user feedback on site. Vipshop also attaches great importance to the feedback of fans' tasting. Once, fans said that the pastry taste was too greasy, so they rushed to the market overnight to improve the taste.
After the activity, they will consciously guide fans to print and share pictures in communities, circles of friends and other places to cultivate KOC and make public praise.
"What customers want to show is not your products, but their experience", so VIPs has arranged for each event Professional photographer. At the end of the activity, we will share high-definition live interactive photos in the group, together with beautiful cake pictures and brand logos. Fans are particularly willing to forward them to WeChat groups, circles of friends and other social media.
In this way, through a series of online and offline community activities, VIPs has kept fans' stickiness and activity, and their reputation and referrals are particularly high.
It is worth mentioning that VIPs did not achieve great success in the private domain at the very beginning. They have also experienced the stage of adding a lot of fans to the private domain, but they don't know how to operate it, and the transformation is not high. Until they reorganized the positioning of the private domain - re purchase of old customers, preparation of marketing nodes and product content, and use of digital tools such as small programs, enterprise WeChat tags, and circle of friends, "we really opened up the" people goods market "of the private domain, and really increased the proportion of private domain performance to 50%" Only Nelu, the private trader of Pinker, remembers. These private domain theories and tool knowledge systems are Nilu's participation in enterprise WeChat with the support of the company "Private domain growth teacher" Learned in training. After completing the course and examination of private growth teacher, Neelu and her colleagues combed out the private domain "business experience" belonging to Pringle by combining the traditional customer operation work and industry characteristics they had accumulated.
The private growth division is provided with course training, examination and certification by the enterprise WeChat official. In June this year, the WeChat private growth division of enterprises was certified by the "Guangdong Provincial Department of Human Resources and Social Security", becoming another new position in the digital economy.
Where can I learn the growth teacher course?
Learning Park is a comprehensive learning platform officially operated by WeChat. You can always go from Enterprise WeChat workbench , enter "Learning Garden" , found Professional Certification , start the course study of growth division immediately. After completing the course, you can voluntarily register for the exam, and you can obtain the official certification certificate after passing the exam.
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