Shulou(Shulou.com)06/03 Report--

Love Stock, Sesame Cloud Warehouse, Shake Warehouse, Buy Lara, Baby Warehouse, etc. Click here to get the latest invitation code for Love Stock Sesame Cloud Warehouse

In 2018, there will be a mix of brand distribution software on the market, such as love inventory, good clothes warehouse, baby warehouse, sesame cloud warehouse, shell shop and so on. With the popularization of the Internet and the development of e-commerce, people in third-tier and fourth-tier cities have increased their awareness of brands year by year, and their demand is also increasing. They hope to buy discounted large-brand goods at low prices. Especially for the market development of domestic third-tier and fourth-tier cities, even the development of special sales shopping malls such as Aolai Store in these areas is blank, so the brand discount purchasing industry can be described as a blue sea.

A lot of people see the opportunity, one after another to join this ranks: fruit group purchase, clothing sales, makeup skin care, random pull up a variety of WeChat groups, began to shout, but: Social commerce (Social) equivalent to micro-commerce? Is community a simple micro-group?

I think we should first understand the concept: WeChat group is not a community.

WeChat will create 2.5 million new WeChat groups every day, and the average death time of a WeChat group is 36 days. WeChat group is actually just a traffic pool.

Looking at this picture, I want to say: WeChat group is not equal to community, don't expect to pull a group to sell goods.

Problems faced by community operations

After doing purchasing for so long, I found that most purchasing communities are faced with these problems: low activity within the group, short life cycle of the group, difficult conversion of user orders, and difficult user growth.

What are the reasons behind these problems? I summarized it in the following four ways:

The first reason is that users in a group lack common attributes.

The second reason is that users lack a sense of community identity.

The third reason is that the community has not found an effective organizational form. The common organizational form of the community is very single. The purchasing agents will only use their own management ability, resulting in the development speed of this community completely depending on whether the purchasing agent will manage it. His management ceiling determines the organizational ceiling of the community.

·The fourth reason is that purchasing agents lack marketing skills. Purchasing agents work very hard to run their own communities. The communities are very active, but very few people are converted to order.

In fact, a lot of purchasing agents just to get more "heads," a group of users who do not have "common attributes," just to collect wool in the group. These users who do not have common attributes put together, is a piece of scattered sand, can not form any centripetal force, there will be no sense of identity. Their demands for purchasing products are also diversified and heterogeneous, and the community must not be active. It is conceivable that no matter what commodities are put in, the conversion of orders will be very low.

How to do community operations well?

To figure out how to do a good job in community operation, we first need to know what the logic of community essence is.

The essence of community is to find a group of high-value users who share common attributes, bring them together through identity, and drive self-growth through effective organizational forms.

Want to learn more Click on the link to get community learning materials

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.