How does a milk powder enterprise pass the O2O in 5 years from 0 to do 3 billion?

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

When many companies are still confused about their O2O mode, a milk powder company has accumulated nearly 1.8 million members, the most shocking is that his members have contributed to the total sales of 84.7%, the enterprise is a combination of Sheng Yuan, they gave their members a brand name: Mom 100, rather than a simple XXX membership card. I black horse for you to share this case, to see how this enterprise can in 5 years from 0 to do 3.3 billion, it is how to use the O2O model to establish a unique affiliate marketing system?

A little bit of tips that allow members to precipitate large areas

Some bosses say, I also know that members are important, but can you tell me how to precipitate members?

In fact, as long as your heart, not so difficult.

At first, in the eyes of many partners, their "Mom 100" is an integral Exchange tool, such as buying six boxes of probiotics for free to receive the corresponding products. One of the most important tools to complete this job is the POS machine.

Consumers want to want gifts, must pass the POS, use POS, need to enter their own several simple information, so on this POS machine, you can record every consumer's purchase records and basic information, and import into the enterprise's background database.

By 2010, thousands of stores had installed such POS machines, which meant that the enterprise's data capture system had been shaped.

Their current consumer data are from POS and call centers in their stores, so it's a crucial step to install a POS machine at the store, the source of all the precision marketing behind it. Without this step, the others are talking in vain.

"At first, a lot of people don't want to pretend, especially big retail customers are worried. As we all know, the most important asset in business is the customer, you installed this POS machine to someone else's store, it is equivalent to his consumer data directly into the system. "Zhu Dingping, who is in charge of the matter, said," then we made a statement. We are openly committed to not transfer your membership information, not to participate in the business competition of downstream customers, this is our bottom line, and do what we do. ”

The mere gesture does not solve the problem. Those big retail ka are not fully open to the resources so far, only when the two sides cooperate to do some activities, they will exchange resources.

It is the mother and child shop is more willing to accept the POS machine, because it does bring them a lot of convenience, such as they have not thought before the member management.

It can be imagined that those rooted in the community, Small business district, only a relatively fixed customer base of mother and child shop, in the face of more and more mother and child shops, passenger flow in the constant diversion of the competition reality, is how to welcome someone to help them retain repeat customers.

A store that has a dedicated POS machine will be given an authorization number for a member store before the store can distribute the product and enjoy the service of the VIP Membership system. The mothers who come to this shop will be able to get points and rebates in the member store system after registering as members.

"Our individual maternal and child shop accounted for a high proportion of our company's entire business 70%, other companies are supermarkets, the supermarket contributed at least half or 60%, 70%, we look a little special." "Zhu Dingping said.

In this system, the business circle, consumers and stores, basically formed a corresponding relationship, each store has its own sphere of influence, have their own relatively fixed customer base.

Most crucially, manufacturers know all this and have accurate data.

This has created good enough basic conditions for the manufacturers to test the water O2O.

Are you going to rob him or do you want to drain him?

They have now been able to do online orders, offline distribution, cooperation of more than 10,000 stores can be ready to distribute goods. And online orders are mainly from the mother 100 nets, call center and mother 100APP.

But the brand to do online platform, not robbed the line store business, how can the store with?

The opposite is the case. Enterprises to do the platform, in fact, for the offline store services. When an order is received online, the system will monitor whether or not the customer has a purchase record in the store. If so, the order will be distributed by this store. If it is a new customer, the order will be arranged near the store to distribute.

Stores will download a business version of the app, once the order is distributed, he will be reminded that the store needs to respond within one hours of orders. If there is no response for one hours, the order will be assigned to another store.

All orders, as long as the store can be distributed, by the store to distribute.

Most crucially, the results of the orders are counted on the head of the store, and the corresponding profits are also owned by the stores. For stores, this is the same as the store's offline sales, the electric dealer is not with him to rob passengers, but to help him drainage, he needs to pay is the distribution costs.

Many traditional enterprises O2O, is in this key issue on the "evil". You go to Rob customer's customer, how does the customer cooperate with you?

And their previous perfect data system, can guarantee the store goods supply in good condition. Jiangsu Children's Dream Garden existing 17 chain stores, its founder Chengmin revealed that in the supply of goods they control very well, "This batch of goods just quickly sold out, the company over the distribution over."

This is one of the great significance of O2O, can be very good control of the sales chain inventory, in order to timely arrange production and replenishment.

Colors Park now online order sales have reached 40% of total sales (November 2013), and 70% of their service personnel in their stores can serve as distribution tasks.

This is also an advantage of store distribution. Electric business Platform delivery is The courier company, and they are not delivery courier company, she is a mother and child service personnel. She will tell you how to use milk powder, what promotional activities, what mother class, when you can come ... These are the advantages we have off line.

What exactly does affiliate marketing do?

You must understand the idea that O2O precipitates not data, but consumer situations where you need to serve consumers, not harassment.

But, member marketing this word, almost by professional people say rotten, get to go, also just get the member mobile phone number, send a promotional message, holiday to ask an Ann.

So what do you call a service member?

For example, some mothers try to buy three cans of raw milk powder, in the POS machine after the accumulation of points, the background immediately know that she bought three cans of milk powder. 35 days later, the store shopping guide will make a return call to understand the situation of consumer milk powder.

If the baby is changing the milk, or the weather changes in the past few days, the baby is unwell, do not like to eat or even diarrhea, then the guide will be in this point of time to pay attention to his use good.

Another example, the baby does not like to eat, may be the issue of Flushing, shopping guide will teach the correct method of the Chong.

If the baby is fed with powdered milk, the child will probably have one jar a week. After eating three cans is about 15 days or 20 days, at this time, the data center will be to the corresponding store POS machine issued a directive, store in the morning to open a POS, POS machine will automatically print out a small ticket to the store promoter, tell her this point, This customer's milk powder is running out, should return a visit her, ask whether is running out quickly, whether want to continue to purchase, whether need to deliver a door.

A return visit is important, and the point of return is more important. These points of time, they called "window of opportunity", missed the opportunity window, may really miss, you send a text message to return a visit, are useless. A return visit of these several points of time to be very accurate, the time behind the logic to calculate.

In order to use these data and form effective marketing means, the Member Center employs more than 300 employees, subdivides out 5 departments, the terminal Business Department, a very important mission is to help the store to provide consumers with a better experience. Their backstage passes some computational logic to draw instructions, then directs the store to carry on the related operation, grasps those "the opportunity window".

They divided customers into four levels: potential customers, ordinary customers, loyal customers, advocates, classification management. "We don't advertise, avoid ineffective publicity. For WHO to do activities, backstage will be configured, through text messages to consumers, and then let consumers back to the store to participate in activities, the smallest can be in the store as a unit. You should give the best service to their most loyal customers. The business marketer said.

Comments: O2O is successful, and flirt with the big electric dealer strategy, the first, to CRM as the core, and constantly precipitate membership; second, sales completely rely on channels, but channels are no longer exclusive customers, but strengthen the logistics and distribution service value; Third, turn sales into services.

If the three to condense into a point, that is: brand-dealer for the channel is the service. (MOM ...) This sentence is Earth!

Wen/molested electrical Business Personal micro-letter: huakui007