The birth rate has been declining in the past two years, and the milk powder industry has been most directly affected.
But there is a well-known high-end milk powder brand, Mercure, whose revenue and profit have increased for three consecutive years, and its market share has also been rising.
How? Sun Chen, the head of digital marketing of Meisu Jiaer, shared a view: "For the brand of mother and baby, Customer stickiness is equal to sales volume, and we have found the best "adhesive" to improve customer stickiness, which is private domain. ”
Since the launch of private domain operation in 2020, there have been more than 800000 active parents in the community of Meisujiaer, and the private domain has also created tens of millions of GMVs for Meisujiaer. But Meisujiaer believes that the value of private domain is more than that.
What kind of private domain can achieve more than ten million GMVs?
In addition to GMV, what has Meisujiaer gained from private domain? Over the years, private domain management has gradually become the standard configuration of many brands. However, the ways of private domain management vary from one brand to another—— Some brands invite customers to add friends and only focus on adding people when entering the private domain, but they don't pay attention to business. It's like inviting customers to their homes but failing to prepare meals; There are also brands that send advertisements in groups in a single direction, bombarding wildly, but ignoring customer inquiries. Meisujiaer believes that if you want to make a private domain that can create tens of millions of GMVs, you must keep people before selling goods. Sun Chen, head of digital marketing of Meisujiaer, shared with us:“ Customers are willing to stay in your private domain because they can harvest valuable content. This is like watching TV. It must be because the drama being broadcast on this station attracts me and my appetite, so I will stay. So we operate a private domain and pay close attention to what content we send to customers at what time. " How can we create the content that customers really want to harvest? First, really understand your customers: The practice of Meisujiaer is to prepare personalized services according to the specific conditions of customers - for example, to share the knowledge of delivery preparation and newborn care in the face of Baoma in the late pregnancy; For parents of 1-2 year old babies, we will provide more education lectures. It's easy to say. There are nearly one million customers in the private domain. How do you know which customer needs what kind of service? Meisujiaer connects enterprise WeChat and CRM system The shopping guide does not need to open the computer or go to the system to inquire. When chatting with customers, it can see the customer's location, age and other information. In this way, in the face of a large number of customers, Meisujiaer can also operate well by category: for example, by city, pregnancy, baby age, etc., customers are classified into different types and themes of communities and operated by category.
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New problems arise. Many of the people responsible for communicating with customers in the private domain are front-line shopping guides, They are busy selling and tallying goods every day, and now they are required to set aside time to run the community. How can we reduce their workload? In order to relieve the front-line pressure, the headquarters operators used the "quick response" function in the enterprise WeChat to build a database of materials to help shopping guides provide services to customers. What is "quick reply"? This is a material library that can be updated and searched at any time, Hang it at the bottom of the dialog box where the shopping guide communicates with customers. In the face of the questions from the treasure mothers, the shopping guide can search the "quick reply" at the bottom of the dialog box to quickly find the answers. There are various forms of text, pictures and videos , can be sent by one click to ensure that the service is timely and accurate. For example, Baoma wants to know "whether the milk source is raw milk or reconstituted milk?" and "whether there is additional lutein and ARA?" The shopping guide can give an accurate answer at the first time.
In the private domain, just doing well in content is not enough to satisfy customers. “ In addition to the right content, the timing of communication is also important. It's like a popular TV play will be put in prime time. " Sun Chen, head of digital marketing, said. When is the "prime time" for the private operation of mother baby brands? Meisujiaer found that it is often the baby is about to turn stage, and can recommend the right milk powder to customers; Or send special blessings and benefits to your baby on his birthday. If shopping guides can provide timely service and care to customers at these times, they will not disturb customers, but also make customers feel intimate and professional. The company's CRM system records the age and purchase time of each baby. However, the shopping guide is in the store every day. There are thousands of customers in the mobile phone. The critical time of each baby is different, How can the shopping guide more accurately grasp each customer's "prime time"? The shopping guide of Meisujiaer will now receive "shopping guide task" on the enterprise WeChat every day, which customers need to follow up and what content to communicate every day. The shopping guide will receive a reminder on the mobile phone, and click to complete customer follow-up. Behind such an intelligent and convenient way is the automatic generation and reminder of shopping guide tasks with the help of the enterprise WeChat interface.
Customers have gained professional parenting knowledge, affordable benefits and considerate services in the community. When customers need it, they are naturally willing to give priority to purchase in a familiar and warm private domain. When Meisujiaer makes good use of the "adhesive" of private domain, which makes customers have loyalty and stickiness to the brand, the sales volume is the result of success.
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The person in charge of digital marketing of Meisujiaer calculated that every time a new product comes into the market, it needs to make several rounds of advertising for millions of Baoma on multiple platforms, which usually costs as little as 35 million yuan and as much as 10 million yuan. Even if there is a member CRM system, the member who has purchased the product will be informed of the new product information by SMS. The cost of sending a message is 10 cents. If you want to send a message to 1 million Baoma, it will cost 100000 yuan each time. Now, there are nearly 1 million customers in the private domain of Meisujiaer. Even if there are many rounds of new products coming on the market every year, it only needs to pay a very low operating cost to repeatedly reach, and the communication effect is better.
In addition, customers in the private domain are interested in Meisujiaer's milk powder. It is undoubtedly the most accurate and effective to recommend new products to them. In addition to the touch of new product information, Reputation maintenance is also one of the most important tasks of the brand Because milk powder is such an important choice, novice mothers trust the introduction and recommendation of other treasure mothers. quite a lot brand Will find social platforms Baoma Blogger, write notes to promote. Recalculate another account: If you want to cover 1 million accurate Baoma, you should find Hundreds of them The blogger cooperates and charges 1000 yuan for each video/note, which will generate millions of yuan. Moreover, the copywriting "bought" through advertising expenses is actually hard to impress Baoma. and Meisujiaer found that there are many treasure "bloggers" in the community. Those who live in groups Leapfrog communication Of Baoma, their babies are eating Meisujiaer's milk powder. How about the taste? Will it catch fire? Do you recommend it? They have the most say. Through the community, Meisu Jiaer has found hundreds of active and interactive Baomama, encouraging them to share the true feelings of their babies eating Meisu Jiaer milk powder on the social platform. The recommendation effect of real users is far greater than that of bloggers who pay high prices.![]()
Through WeChat private domain, Meisujiaer has established a low-cost The link of "publicity ->purchase ->word-of-mouth sharing ->referral and purchase" not only saves millions of advertising expenses compared with traditional marketing methods, but also accumulates a lot of real word-of-mouth. This is not over: the value of private domain is still more than revenue and brand reputation. because The private domain can directly contact customers, which also provides a faster and more direct research channel for Meisujiaer. For example, the customer complained in the private domain that the logistics problem was not handled in a timely manner, and wanted to know "how come the milk powder I bought hasn't arrived yet?" In the past, he had to go to the mall to find the order, and the screenshot was sent to the shopping guide, who then went to the backstage to manually input a dozen order numbers to query the logistics situation. Not only slow, but also prone to errors. Knowing the real needs and feedback of customers, Meisujiaer can make improvements: get through the order system and enterprise WeChat, and the shopping guide can directly check the logistics of customers' orders on the mobile phone and respond in a timely manner.
Now, 30% of the customer surveys of Meisujia'er are conducted in the community every year, It not only saves research costs, but also handles them more promptly, so that customers will not accumulate complaints. The digital marketing director of Meisujiaer summarized the value of private domain for us:“ Customers accumulated in the private domain of brands can be reached repeatedly for a long time at low cost. So in addition to helping us improve GMV, the private domain also lets us It saves a lot of expenses for advertising, marketing and market research. ”
A shopping guide is a person who talks directly with customers in the private domain, It also directly determines the customer's impression of the brand.
Therefore, mother and baby brands attach great importance to the training of shopping guides and hope that each shopping guide can accurately master the professional knowledge of infant and child feeding, milk powder composition and so on. With the enterprise WeChat, the training mode of the headquarters for shopping guides has also changed greatly. How to train shopping guides before? Traditional enterprises will find a time to let regional supervisors from all over the country fly to the headquarters, train together for two days, and then send them to the following shopping guides. But this is inefficient, Sometimes the new products have been on the market for half a month, and we go to the store to spot check and find that the shopping guide is not clear about the latest selling points of nutritional elements; Moreover, the speech skills are conveyed through regional supervisors, sometimes to promoters, The expression script is deformed. In this case, what should we do? To solve these problems, Meisujiaer With the help of live conference broadcast on WeChat, we can learn online on mobile phones without traveling, and everyone can receive expert training directly. Enterprise WeChat meetings can be interactive and reviewed, which is very suitable for internal training of enterprises.
If not completely absorbed on the spot, The headquarters will also record and share the key points of training with the online documents of enterprises and micro enterprises. For example: Does the new version of Meisujia'er need milk transfer? What benefits does lecithin have for babies? What is casein mineralization? The most professional and accurate scripts, as well as the nutrition principles behind them, are recorded in the document. After the training, Shopping guides can also easily read and review on mobile phones, Help the shopping guide to answer the questions of online and offline customers. Because the online documents of WeChat are online, they can be saved and updated in real time. So the latest scripts and knowledge of the headquarters can also be directly written in the document. The shopping guide can open the document at any time to see the latest content. "High quality service is the result of team cooperation and cannot be separated from the support of efficiency. WeChat conferences, documents and other tools have helped our team improve the efficiency of collaboration, allowing us to serve customers more quickly. " Sun Chen said. The maternal and infant industry is an industry that needs to be good. Meisujiaer has built warm and lively communities through enterprise WeChat, which not only enables Baobab and Baoma to gain reliable services, professional knowledge, and affordable benefits, but also enables the enterprise to reap many unexpected values far beyond GMV.
In the future, WeChat also hopes to constantly improve its own functions, help more brands do a good job in private domain, provide better services for customers, and create more value for enterprises. Long press the picture to identify the QR code