After taking stock of the brand's existing resources, if there is enough traffic in the public domain and the product line is rich enough, then you can start to consider how to allocate personnel.
The most important thing in the people and goods field is people. The human body here has several aspects:
Whether the boss pays enough attention, whether the person in charge of the private domain is capable and experienced, and whether the store manager and clerk cooperate.
The driving force and importance of these three parts will determine the progress and effect of the promotion of the brand private domain community.
To build a private domain brand, the boss's attention is very important, because the boss pays attention, then the people below will promote it faster and are more willing to cooperate. When mobilizing the resources of the entire group, this key factor can greatly improve the private domain construction. Effect.
At the same time, a good private domain leader is also very important, because things are actually made by people, and an idea becomes an operational process that must be executed by people.
Here, the person in charge of the private domain must have experience in the community. Here I think the abilities that a good private domain leader should have are:
Have previous operating experience;
To have the overall leadership of the team and a certain management ability;
Have the ability to coordinate and coordinate the cooperation of various departments;
Must have a certain self-view and feeling, refined control of data, and controllable risks;
The tools, elements, and processes for building private domain communities are clear, and team dynamics can be adjusted in a timely manner.
If you have the above capabilities, then the private domain community can be activated.
The third point is whether the store and the store manager are cooperating. In the cases we have experienced before, if the store manager and the store staff have a high degree of cooperation, then things will move forward faster; especially when the store traffic is the basis This is especially important in the private domain community building of the primary channel.
The tip is: try to give employees detailed training and incentive conditions that suit them. If users are motivated to do a good job, private country email list domain traffic can be built very quickly in many cases.
If it is an e-commerce brand or online sales as the main source of traffic, then this is not a necessary condition.
3. The second step of building a brand private domain: goods and tools
With the traffic channels ready, and the person in charge of the private domain, you can start the second part of the work, which is the goods and tools I said.
Goods are products, and products are a very important part of the private domain community. Generally, the goods and brands in the private domain community will be differentiated from the external categories, which are reflected in the following two points: customer unit price and product category.
Customer unit price: Because users generally join the group after they have purchased or know the brand, we will slightly reduce the customer unit price and select products when selecting products, so that products will be more suitable for users' consumption decision-making habits.
Product categories: In terms of product categories, general brands will choose pricing and positioning strategies that are slightly different from e-commerce or external channels when building private domains; for example, the products of Perfect Diary, although they seem to sell cosmetics, are subdivided. It will be found that many product pricing and strategies presented in the Mini Program are diversified with the channels of its Tmall store, which can be reflected in the diversification of discounts and gifts.
The private domain community of the perfect diary in the picture below will give an additional customized canvas bag, which is an exclusive gift for the community:
If you want to do well, you must first sharpen your tools. What kind of tools you use is also very important for brands to build a private domain community system.
What needs to be considered are: the cost of own research and development, the risk controllability of using external tools and whether the requirements can be met. These two points are especially critical.
For example, when Watsons establishes its own private domain community membership system, it will choose itself to develop community management tools and robots, so as to ensure that its user data will not be leaked and its functions can be customized; but this is also a consideration for many brands. The input-output ratio that needs to be invested.