Baishi Interactive has created 60000 new real users, starting with user insight and reviewing the fission cases of Guoxin Group.

• Background: At the beginning of September last year, Baishi Interaction And Changchun Guoxin Investment Group (hereinafter referred to as "Guoxin"), as a member of Guoxin operate Provide private domain landing escort and user strategy consultation.

With the implementation of many activities, our understanding of Guoxin members has gradually deepened. On the eve of the Spring Festival, a fission and innovation promotion activity was launched in intensive planning. By the beginning of March, this activity had attracted 60000 new members of Guoxin Group and 15000 new users for Guoxin Nanshan Hot Spring Hotel, and they were all real users who actually came to experience or have consumption.

Among the more than 100 users randomly surveyed after the event, we learned that 42% of the customers who came to the store for experience would come together, so they would separately purchase hot spring tickets, 80% of the users had additional consumption on site, and the per capita consumption bill was 200 yuan+.

Nearly 2000 employees of Guoxin Group all participated in this activity as the seed users of fission, which was different from the reaction of fission of employees through administrative orders. This activity was unanimously recognized by everyone. From the initial simple implementation, to the more and more fun in the process, to the award-winning team enjoying the "group building award", it triggered a strong incentive effect, Finally, the Group's employees are full of expectations for the next event.

The new activity method has injected new ideas into Guoxin, and the results of the activity have greatly enhanced the internal confidence in the new thing of "digitalization".

Leaving aside the event of Guoxin, we returned to the market environment. In fact, the current private sector ecology is not friendly to the play of fission and innovation: it is no longer a "new play", the private sector flow dividend has also been a "past style", and most consumers have participated in similar activities and have a clear sense of fatigue.

It is in this seemingly "helpless" atmosphere that more in-depth insight and higher quality planning can be generated: how to obtain high-quality new users at a reasonable cost? How to keep new users in the private domain after pulling new users? How to make new users have a consumer experience or again spread word of mouth and other actions is both a challenge and a critical moment.

After interviewing the consultants of Guoxin project team one by one, we sorted out the essence of this article, and it is absolutely good to watch the collection and forwarding for three consecutive times.

Changchun Guoxin Investment Group, founded in 1998, is a diversified modern private enterprise group growing up in the tide of reform and opening up and revitalization of the Northeast. After 26 years of healthy development, the Group has integrated seven industrial sectors of real estate, construction, agriculture, health, heat supply, property and hotel, and has cultivated two national brands (agriculture and hotel), one brand in the three eastern provinces (heat supply), and four provincial brands (real estate, property, community medical care, and elderly care).

As a leading enterprise in Changchun, Guoxin Real Estate has always adhered to the high-end line, and the proprietary property can also provide the most professional and qualified services to the owners. In Guoxin's own words, in the past 20 years, they only need to do a good job in the product. On the other hand, in 2021, the "Nanshan Academy" developed by Guoxin in Shuangyang District in the south of Changchun City will be officially launched. This service complex, which is positioned as a "college style all age healthy residential area", integrates health care, medical care, agriculture, hotels, tourism and culture, which declares the upgrading of Guoxin's products from providing "just needed housing" to "improved housing", It also reflects the transformation determination of Guoxin from traditional real estate to a better life service provider.

△ Guoxin Nanshan Academy

However, with the arrival of the epidemic, economic restructuring and the overall cold of the real estate industry, Guoxin cannot avoid entering a cold winter. In addition, the geographical location of Nanshan Academy is a certain distance from the city center, and the house purchase and occupancy rate in recent years have not met expectations. The surrounding industries also urgently need to be further driven and activated.

Therefore, how to solve the problem of frequent check-in of Nanshan Academy's customers who have bought houses, the presence of new users to enhance understanding, and the spontaneous and high-quality word of mouth communication of new and old users in the short term, and the transformation and upgrading of the Group from a product provider to a live service provider, have become the core needs of Guoxin. Thus, the operation planning of Baishi Interactive began.

△ The "Member Operation Planning Brief" designed by Baishi Interactive for Guoxin

Most teams that plan fission promotion activities will first think about three points: the first is the rule, for example, how many people can get A gifts, and how many more people can get B gifts; The second is which fission plug-in is used; The third is where the new users from fission settle down, such as enterprise micro, small programs or public accounts.

Baishi interaction is different from most. The starting point of our planning is user insight: what needs of new and old customers in Nanshan have not been met on the eve of the Spring Festival? Think along this question.

With the internal discussion, President Rong, who grew up in Northeast China, studied in Hunan, worked and started his own business in Beijing, gave an unconventional, real and specific picture:

As soon as the picture came out, the Nanshan Hot Spring under Guoxin Group immediately jumped out in front of the team.

Guoxin Group has the only hot spring mining right in Jilin Province, and has exploited the 43 ° north latitude golden hot spring belt, which is truly a real hot spring. Nanshan Hot Spring is a medical compound hydrogen carbonate fountain. Its water quality is exquisite, and the outlet water temperature is about 60 ℃. It can be called the aristocrat in the spring, and is internationally recognized as the beauty soup. With complete hardware facilities and high-quality professional services, Nanshan Hotel has won high recognition in the industry.

It can be said that Nanshan Hot Spring Hotel, as the flagship product of Guoxin Group, can not only represent the quality and culture of Guoxin, but also have the most natural connection with Nanshan Academy. At the same time, it is also deeply recognized and recognized by local citizens. It is a project that has planted seeds in many people's minds, but has no opportunity to contact and experience closely.

It feels like there is a divine will in the world. The fission reward of this activity is Nanshan Hot Spring!

△ Real scene of Guoxin Nanshan Hot Spring Hotel

Generally speaking, the company calls on employees to do fission through their social relations and circle of friends, and more or less take the firmness of administrative orders. Because it is a "command", although there will be actions, most of the results will not be ideal, which will be reflected in:

1. We can only rely on material rewards to stimulate actions, which are usually not covered by the budget;

2. The fission users are all friendly help, and they are not accurate and easy to complete the task.

Even with some beautiful data, it is also a short-lived false prosperity. The company spent money and everyone made efforts, but finally it was a waste of time. There was also a clear sense of antagonism within the company. Therefore, the management shook their heads when it came to mobilizing employees as seed users.

We believe that: When planning, we should have insight into both customer needs and employee needs, and treat employees as customers. Only on the basis of this cognition can we plan a truly inspiring plan.

Through the collision with Guoxin team, we have a deeper understanding of Guoxin employees, and after several discussions, we finally formed an idea that not only meets the budget, but also can effectively motivate the team:

The hot spring tickets of Nanshan Academy are also used as fission rewards for employees. Considering that employees also have the need for "family" travel, the incentive rules are ladder like: 5 people can get a hot spring ticket, 4 more people can get another one, and 3 more people can get another one. Because it can meet the demand and the difficulty of attracting people is gradually reduced, even without administrative orders, most people will work hard to attract 12 people and get three tickets.

Combine the achievements of fission and innovation with team PK and year-end group building scenarios: The Group presented Nanshan Hotel's "cabin" experience coupon and higher value hotel products, and additionally rewarded the top ranked teams/departments. This rule not only avoided the situation that individual employees might be criticized by colleagues because they were "too active" in the process of recruitment, but also inspired the team to fight for the top several places, which solved the practical problem of the department's team building at the end of the year. Because of this mechanism, there is a competition from inside to outside among teams. You compete with each other, and the more you play, the better you will be.

We always believe that to stimulate kindness and enthusiasm in human nature is to follow the trend and get twice the result with half the effort. It is to gain more love from employees for enterprises and users for brands while obtaining operational data results. This value is more long-term, deeper and more competitive.

In this way, through the layer by layer diffusion of "employees - customers served by employees - unfamiliar customers", nearly 100000 people participated in the fission and innovation activities in the Spring City of Northern China. The population of Changchun's main urban area in 2023 is only 3.6 million.

△ Guoxin Nanshan Hot Spring Hotel, supported by diversified industries, is the preferred destination for relatives, friends, vacations and corporate group building

Here, we should have both insight and closed-loop thinking, or system thinking.

There is a cost in pulling new ones. If there is no money left, it will be a waste. But there are two common practices in the market: the first is to manage one section each, that is, only focus on the fission and innovation, and do not care about the retention and transformation of the rear, so there is not much waste of resources, and the customer experience is also very bad; The second is to promote the first transformation after the launch of Singapore through low prices. This approach is also suitable for some projects with low prices and high frequency, such as baking, coffee, fruit, etc., but if the project with higher customer orders and low repurchase frequency also uses this method, it is easy to cause problems.

How can the visitors stay, even transform or spread word of mouth? It is necessary to continue to take insight as the traction, systematic thinking and closed-loop planning when planning.

The landing time of the event coincides with the Spring Festival. The emotional link of family and friends reunion in traditional festivals is the underlying demand beyond hot spring. Since reunion is collective action, "collective" brings opportunities. At first, one ticket was obtained for participating in fission, while the second and third tickets were needed for collective action.

It is another new question in the system thinking that whether the users present can have more experience. The method is still the same. Go back to the scene and think: although tickets are available, it is almost impossible to "play and eat nothing" in the rich and interesting hot spring hotels for a whole day. Therefore, customers present at the hotel experience a project, eat and drink, etc., and it is natural to generate additional consumption.

We grasped these insights and made another round of refinement on all aspects of the scheme, which greatly increased the confidence of both teams. Indeed, shortly after the event began, fission users verified this hypothesis with their actual actions, and Guoxin naturally obtained new users with actual consumption and accuracy.

△ Guoxin Nanshan Hot Spring Hotel has the only hot spring children's hall in Northeast China, which is fully equipped to meet the travel needs of a family

So far, the timing (Spring Festival), geographical advantages (Guoxin's rich own resources), and human harmony (accurate insight, accurate rules) have all been prepared, and Guoxin's first phase of innovation fission activity has been a complete success.

After the event, we randomly surveyed more than 100 users, and these data not only confirmed the insights and predictions at the beginning of the scheme planning, but also further deduced the popularity, turnover and brand reputation promotion of Nanshan Hotel brought by this event, This has brought great encouragement and confidence to the team of Baishi Interactive and Guoxin Member Operation Center, and also pointed out a clear direction for further member services.

△ User survey data (partial)

By doing this for Guoxin, we also summarized several key points worthy of attention of other enterprises:

1. First, we should have insight, secondly, we should be sincere and represent the corporate culture

In order to reduce costs, some enterprises choose inventory as welfare, which is not only less attractive to users, but also affects users' impression of the enterprise and damages brand reputation; Some enterprises spend a lot of money to choose expensive gifts to attract attention. The expensive cost is high and the threshold is also high. Besides the effect of novelty promotion, there are often loopholes in the rule design that attract a bunch of wool partiers purely for gifts.

We suggest that when choosing benefits, we should choose the products or services that best reflect the brand characteristics, so as to leave an impression on the mind after contacting at the material level (occupying the user's heart is the most difficult and important thing); In addition, when planning, we should pay attention to mining the cultural and artistic attributes behind welfare, and through theme planning and creativity Marketing And other ways to meet users' emotional needs, social needs and other implicit needs, so as to achieve high results under a limited budget.

Taking Guoxin's new promotion activity as an example, "hot spring hotel" is one of the most representative industries of Guoxin Group. At the special node of the Spring Festival at the end of the year, "hot spring" has become an emotional bond for everyone to travel during the Spring Festival and get together with family and friends, which has greatly stimulated the enthusiasm of users to participate, and finally has been widely spread and accelerated fission.

2. The promotion of innovation should be systematic, and only active can we continue to promote innovation

Many enterprises only focus on the "head" when they are recruiting, thinking that only enough people can be recruited, or they need to accumulate a specific target to carry out the next step. In fact, Laxin is a systematic operation, which runs through the entire user operation cycle like running water, and permeates in all stages. We can't break down each action separately. Instead, we should flexibly insert the active and transformation links, set the closed-loop of each cycle activity, so as to ensure customer retention, and stimulate more innovation and fission, so that the user pool can continue to grow, screen and cultivate high-quality users matching the enterprise through continuous updating.

3. Grasp the new rhythm and pay attention to the test in advance

Private domain operation needs the WeChat ecosystem as the support, and having a system means having rules. Therefore, enterprises should pay attention to carrying out system testing in advance before launching new activities, starting from a small range with a few people, and gradually becoming familiar with the rules of platform operation. When launching new products, we should control the promotion rhythm to avoid the platform blocking caused by the influx of new users in a short time, which will affect the effect of launching new products. Do not be greedy for speed and quantity. Only orderly and healthy operation can ensure a comfortable and smooth service experience for users.

4. Leaders should have boldness and courage to promote innovation

As mentioned above, the promotion of innovation and fission is strange, uncertain and innovative for most enterprises lacking private domain operation experience. Because of this, leaders should have enough vision, courage and motivation to lead the team to practice, and give full support and encouragement in practice.

The chairman of Guoxin has actively lowered the threshold for the promotion of this initiative (note: the direct participation of the chairman and the main leaders of the group, the support of the top leaders of each business sector, and the professional configuration of the member operation center team are very important in promoting this activity. The space is limited, and we have the opportunity to carry out more details), although this means greater cost investment, However, it provides real support to employees and executive teams. Facts have also proved that the lower threshold is conducive to more users smoothly entering the membership system, laying a solid foundation for the subsequent group to feed back all business lines, which reflects the courage of decision-makers to explore new areas and the pattern of focusing on the long-term development of enterprises.

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