Gold Coin Alliance: The method of using electricity to help others sell things

January 4, 2013, the country's largest nutrition and health joint Communications and Consumer award platform gold Coin Alliance (www.jinbilianmeng.com) in Guangzhou huarun million supermarket Liwan store held 2013 nutrition Health Spring Consumption Festival. The Gold League chief executive, Conrey, was wearing a man's orthodox suit at the event, particularly noticeable is that Conrey left a very good-looking white hair, with a pair of piercing eyes, with a bit of domineering forehead, in the media group visit, eyes staring at the interviewer to answer questions, eyes never moved away.

It's a bit of a Conrey. There are also some stories that he was a former deputy director of Customer Business Development (China) at the 1991 Tsinghua University, and the regional manager of the Customer Business Development Department of Procter and Gamble in the United States. During his tenure, he won the largest number of P & G Sales Elite Awards, even the "magic" characters. After the reporter group visit, Conrey accepted the Chinese marketing resources online "executive" reporter's exclusive interview, carefully narrated the Gold Coin Alliance business model, simple in one word, is the electric commerce method to help others to sell things, and this "sells" the key is "the accurate marketing".

"I won't sell anything, I'll always be a platform."

Gold Coin Alliance is an integral platform to help consumers accumulate gold coins quickly and use gold coins to redeem High-value and high-quality gifts. Consumers can participate in the accumulation of gold coins as long as they buy the products with the Gold Coin Alliance logo, and use gold coins to redeem gifts on the Gold Coin Alliance platform.

In the words of Conrey, the Gold Coin Alliance operation is to select the quality of the factory points all through, using gold coins for measurement. The consumer buys the gold coin union to enter the merchant to specify the product, obtains the integral code, the registration gold Coin Alliance platform in exchange for the integral corresponding gold coin, 1 gold coins, equals 0.1 yuan, thus obtains the corresponding Exchange gift.

For online points exchange gifts, consumers know more about the business estimated is Jingdong mall. But according to Conrey, the Gold Coin Alliance and Jingdong Mall model has two essential differences.

First, Jingdong Mall's integral is in principle, belongs to the retailer to give the integral, and the gold Coin Union's integral is the factory direct to give. The point the retailer gives is not to promote the product of the manufacturer, but to promote its own retail brand and to attract consumers to the website. And the Gold Coin Alliance is the hope that consumers buy more brands on the platform.

Second, the strength of feedback. The retailer's profits are slim, and the rewards from the profits are limited, such as coupons, to buy more, and most of the gold coins are rewarded in kind. As long as you buy the franchisee's products to collect enough points can redeem gifts, can do extra cost, so there is a big difference.

When someone boldly guesses, the gold Coin Alliance once bigger and stronger, whether will establish an electric business platform. Conrey particularly firmly said, "I will not sell things, I am the method of using electricity to help others sell things, I always do platform." ”

According to related reports, in the past, many brand integration system in the situation of individual, such integration system integration growth is slow, and consumers have a lot of points account, but each integral account of the cumulative amount of small, and finally get the real reward is very little. In many businesses encounter a variety of embarrassment, the emergence of gold coins Alliance, may be able to make up for the current exchange gift in the weak.

"Only three franchisees are allowed in each subdivision category"

According to statistics, a consumer to obtain comprehensive health protection, need to 200~400 a subdivision category. The original intention of the Gold Coin Alliance is to combine the products of each category into the marketing way of the member system, which is the starting point of the Gold Coin Alliance mode.

However, not all the categories of all brands are gold coins Alliance franchisee. "Each of the categories to allow up to only three franchisees, and many of the category only allow a franchisee, we have to choose the best franchisee." "The goal of Conrey is to make the Gold league the largest national nutrition and health joint communication and consumption incentive platform, it is clear that" health "is the first condition of the Gold Coin Alliance.

The Gold Coin Alliance mainly does has the healthy nutrition enhancement concept The product, if sees the gold Coin alliance symbol in the product, will consider it to have the healthy nutrition enhancement and the relatively high-level concept, in other words, this is in the high-end Nutrition Concept Alliance platform.

"The peanut oil and the blend oil of the Golden Dragon fish cannot enter, because they are the base oil, but rice oil, olive oil, corn oils are allowed to come in, because these oils are internationally recognized for the cardiovascular system is very good, the internal and external conditioning is very good, first of all from the nutritional component to consider whether to reach the mediator's body, Consider whether to meet the market share of the top three before you can come in. "To be able to enter the gold Coin Alliance, Conrey the gatekeeper very much."

The Gold Coin Alliance will eventually build a 400~500 Alliance brand. "To meet people's consumption of 200~400 segment brand, each category according to 2 counts is almost 400~500 brand." "The business abacus in Conrey's mind has long been calculated.

"Accumulated data can be used for precision marketing"

It looks like the new Gold League, but how does it make a profit?

To this, Conrey gave such a reply, "The Gold Coin Alliance has left the valuable member information and the database, the future factory will use the Gold Coin union member database to do the directional marketing, in this part may make the money." ”

It is understood that the golden Arowana launched "DHA Deep-sea fish oil" and "rice oil", rice oil currently sales although not large, according to relevant experts said, people should eat rice oil, cardiovascular very good.

"If you have a database, you can know what the group is buying the Golden Arowana products, what are the high-end products that tend to buy the arowana, and plan for the group features to bring the sales up." Another example of health care, from the sales of gold coins, you can see which people have latent chronic disease, and their own health concerns, to such people recommend daily health care products to eat every day, the effect is much better than the general advertising effect, gold coins is to help manufacturers targeted marketing to interested in the crowd, This is the main way for the Gold Alliance to make a profit in the future. Conrey's Bright eyes speak of the issue of profitability, more God.

At the same time, according to the hole, the Gold Coin Alliance is in a profitable state this year, but next year's profit is estimated to be 5 times times to 10 times times higher than this year. However, Conrey frankly, "although the profit this year, but not much profit, so next year's 5 times times to 10 times times is not difficult to achieve, more manufacturers to join, break the profit is not too big problem." ”

Clearly, with regard to the domestic future business environment for precision marketing needs, as a marketing Conrey, the confidence is full.

Where is the pattern attraction of the gold Coin Alliance?

After a deep understanding of the Gold Coin Alliance model, the author sums up three points of attraction:

First, the Gold Coin Alliance in the marketing, positioning for the buyer marketing, essentially for the business to do consumer marketing. In this concept, the domestic manufacturers in the buyer's marketing strength is very weak, because it requires the investment of the system is very large, from the input-output, certainly not cost-effective. For example, the Coca-Cola community is purely autonomous and invests a great deal each year, but the effect is not obvious. If consumers want to exchange 600 ml of storage box, need to drink nearly 200 bottles of Coca-Cola, which is obviously unreasonable.

Second, as long as consumers are interested, businesses will be interested. However, consumers in the fast consumer goods on a huge annual cost, but the cost of each brand is very little, so do not do brand alliance, it is difficult to do the buyer marketing. The core of the purchaser's marketing is the integral, the loyalty of the integral, but the single brand has little feedback and no incentive. And the Gold Coin alliance feedback strength is big, for example every 1.5 months consumer can take an electronic organ. And in the future more and more franchisee, basically consumers every month can get valuable products to do rewards. Because hundreds of manufacturers jointly promoted, so each franchisee cost less.

Third, from the data level, many domestic manufacturers are not consumer data, if a company wants to know the new products in each city sales data how, it is difficult to know. But the gold Coin Alliance can do, through the data simulation may subdivide each province, each city, the data can easily know, this can effectively help the factory, the input-output ratio is high.

The above three points may be able to peek into the coin alliance in the model relative to the domestic other business models, there are innovative parts.