Recently, Wolfram & Co. has invited Guo Pan, General Manager of New Retail Center of Global Mother and Baby Head Brand, and Feng Qi, Founder of Self-media "Marteker", to be the guests of "Digital Transformation***Seeking for Enterprise Growth" live broadcasting room, and Fang Xiaodong, Product Leader of Wolfram & Co. Mr. Fang Xiaodong, Product Leader of Vodafone Technology, and Mr. Fang Xiaodong, Product Leader of Vodafone Technology, ****talked about "how private user operation can drive the performance growth of FMCG retailers in the post epidemic era". Private user operation how to drive retail FMCG performance growth Currently, people's lifestyles, food, clothing, housing and transportation are changing, which has caused a great impact on the retail FMCG industry, growth is weak, all industries are looking for new breakthroughs.01 user image & customer acquisition channels change Guo Pan believes that in the post-epidemic era, the user operation of the retail FMCG industry has changed, presenting different characteristics. From the user level, with the post-1990s gradually become the main force of the purchase, preference deviation, consumer demand diversification, even if the same shopping platform, the user profile will also vary a lot, these factors are not to be ignored when the business operation focus. At the same time, the user's professionalism is also improving, more comprehensive understanding of product information. For example, before the user may only be limited to pictures and the basic material information provided by the merchant, now closer to the function it can achieve. This status quo forces merchants need to come up with more sincerity in order to impress customers. Epidemic this big background can not be ignored, with the outbreak of epidemics, home economy culture prevails, users prefer to hoard, especially for some intimate apparel, daily necessities, the number of shopping has increased greatly, this time it is necessary for enterprises according to the background of the big data, timely adjustment of the marketing strategy to cater to the market, such as the total number of sets of goods will be adjusted upward, the optional color increase and so on. In terms of customer acquisition channels, users are more decentralized, resulting in increased difficulty in customer acquisition. In 2018 and 2019 merchants only need to do a good job in the two major shopping platforms, Jingdong and Tmall, in terms of traffic acquisition, traffic operation, traffic growth, user operation, etc., and performance can naturally be improved. However, after the outbreak of the epidemic, the increase in shopping platforms, shopping mode change led to the dispersion of users in the channel, especially after the 90s, they are in the platform will be more dispersed, after the 80s based on the previous shopping habits, will also be relatively centralized in the traditional shopping platforms.02 private domain operations become a breakthrough in the industry for the current status quo, how to take advantage of the private domain operations to quickly break the stalemate? Guo Pan explained with her own profound practical experience in the maternal and child industry. She said that the market is saturated with customer acquisition channels, enterprises are in urgent need of a new breakthrough to expand customers, private domain is a new channel is no longer appropriate. Live selling, micro-buying platforms, own malls and other private channels are rapidly developing and expanding, users are more willing to buy goods in these channels, in this context, enterprises must quickly establish their own private pool, operating their own fan base, catching the wave, not to miss the windmill. At the same time, due to the user of the product itself high quality requirements, value-added services, shopping in the whole process of experience and feelings and other aspects of the requirements are also improving, which gave birth to a new concept - experience officer. The user is no longer simply a consumer user, but an experience user. Through the experience officer's feeling content output, enterprises can more quickly establish a strong connection with their intended customer groups, and more y understand the real needs of users. The importance of private domain operation as a high-quality channel to build the shopping mode of experience officer is naturally self-evident. User full life cycle axis of private user operation of the basic methodology and traditional marketing methods are not very different, are centered on the user's full life cycle axis to do customer retention, fission, re-purchase, recovery and other operational actions. In the specific landing, private operation will have some differences due to different channels, for example, in the pre-acquisition stage, you can increase brand dissemination, build their own brand characteristics, to attract users with the same needs; in the sales conversion stage you can use the group, help enjoy discounts and other ways to do some of the development of new strategies; in the re-purchase stage, the use of their own high-quality value-added services, and other strategies to increase the rate of customer re-purchase.03 new technology Promote the redevelopment of the FMCG industry Although the FMCG industry is facing many difficulties, but in the new generation of cutting-edge technology, has made a lot of breakthroughs and innovations, and extends a lot of new forms and new trends. Feng Qi said, is currently in the wind mouth of the "live + e-commerce model" used in the live broadcast technology is a benchmark example of innovation, live thanks to its video communication qualities, so that the user more intuitive understanding of the product characteristics, to help the user and the enterprise from the text picture communication evolution to the video face-to-face real-time communication and interaction, not only increased interactivity, the fastest! Enhance user stickiness, but also closer to the distance between the enterprise and the user. Secondly, the enterprise's user experience management technology is also accelerating the iteration. With the rapid development of the experience economy, enterprises need to urgently realize the upgrade of customer experience after solving the problem of reaching customers. Utilizing new technology to shape brand culture In addition, the current hot meta-universe concept is also a hot trend in the industry. Meta-universe as early as 2008 was also known as the virtual world, which relies on AI, interactive technology (AR/VR), blockchain and other cutting-edge technologies to build, which can present users with a more realistic and colorful world, subverting the existing social and business models. However, due to the immaturity of technology development and other factors, the meta-universe may take many years to really penetrate into the society.04 Yili Group private user operation for growth Vofon Technology itself has a very deep strength in private operation, based on its own AI technology strength, to create a customer experience marketing cloud - Microfon, empowering enterprises to integrate marketing customer acquisition, IP building, community operation, customer service, customer service, customer service, and customer service. It helps enterprises to integrate marketing and customer acquisition, IP construction, community operation, customer management, conversion analysis, etc., and helps enterprises to continue to grow their customers. Yili Group has created a private traffic operation matrix of enterprise micro community + small program + WeChat public number + offline stores through the community operation and private domain operation capabilities of the Weifeng product line, realizing online and offline dual channel communication and ****same growth. In the marketing activities of offline stores, Yili Group utilizes the microfung tool to directly connect with customers through the chain of "shopping guide - enterprise WeChat - consumer", increase interactivity, improve service quality, and promote data retention. In the whole chain of pre-sale, sale and after-sale, Weifeng helps Yili record the parameters of shopping guide, which is convenient for tracing the performance of shopping guide, and quantitatively display the results of the shopping guide's community operation, so as to improve the motivation of shopping guide. In the online operation, Microfon can quickly introduce users to WeChat and open up data from different channels to realize data interoperability, and at the same time, use community-related functions such as group reach, activity setting and other functional modules to carry out efficient operation, so that users can participate in community interaction and ensure community activity, which will help Yili to further improve the repurchase and conversion of its customers. Through the exploration and active practice in the direction of private domain operation, Yili has realized the goals of linking the traffic of various channels, customer precipitation, summarizing data, and empowering the marketing and management of stores, greatly enhancing the efficiency and level of enterprise operation, and relying on the data analysis module in Microfon to assist in the formulation and implementation of strategies. In the future, Vofone Technology will continue to adhere to the original intention, using a new generation of information technology, digital marketing means, to help enterprises realize the refined operation of private users, to help the brand break through, to achieve value growth. Click the link below. Understand the private domain operation tools customer experience marketing microfung, free trial products