The second time to share, last year to share the theme and this year closer

Moderator: Tian Fang set founder Xu Ying

Imini CEO Chen Haozhong

Cat man online general manager He Yiqiang

Zhong, director of electrical business, Yang

Pus, general manager of Pak Fu Run

Heilan, former electric dealer in charge of Xu De Red

Xu Ying: Ladies and gentlemen, good afternoon, today is very happy and everyone gathered here, we invited five to do very good guests, they are enterprises and brand, we warmly welcome them to stage, the first is Mr. Chen Haozhong. Ms. Zhong Qian Yang, Mr. He Yiqiang, Mr. Pustie, Mr. Xu Hong. I share with you last night to see some data, is also our current sellers most concerned about a problem, access to the cost of new customers, yesterday saw a data, the current Taobao mainstream way, we know, to obtain an effective cost, like a hard 70 yuan, through the through train 60 yuan, Taobao 22.5 yuan, drilling accounted for the price range, in fact, through the thousands of people to show the cost of 1 to 60 such as to calculate, so before we think that a few years ago Taobao very good to do, because even if you do not buy traffic will have the flow in, a lot of free resources, we feel that the flow of more and more expensive already is a fact, there is also a new data, the old customers than the first purchase of customers to bring profits Many, retain the old customers, than only pay attention to market share and market size for the benefit of the enterprise more meaningful, the old customer contribution to a lot of, so according to these data and arguments we all show that member assets for our enterprise Vitality, Brand Foundation, has very significant importance, Today came to the venue with questions and needs come, hope that the next link, everyone will have a harvest. I would like you to introduce yourself, especially the maintenance of old customers, what achievements and achievements, but also everyone special concern, first please Chen General.

Chen Haozhong: Good afternoon, I am from Hangzhou, we belong to Taobao grassroots sellers, did eight years, eight years has been focused on the field of women's bags, today is my second to share, last year to share the theme and this year closer.

Moderator: Last year?

Chen Haozhong: Also the old customer this range.

Compere: You do very good?

Chen Haozhong: I'm just glad that a year down wonderful to survive, I use a word, more heavy, is alive, the past year is the platform for large sellers to survive the conditions and environment more and more bad, especially our luggage this industry, like this line under the big names more, bags pay more attention to brand, Brand and supply chain above we have congenital disadvantage, we are now exposed more and more serious, not only the big brand under the cable, there are many, we do a higher price of this woman bag, there are women bag lower unit price, to sell the main peer competition is very large, in the middle of the cracks I think it is very difficult to survive , there are a lot of efforts, and now is related to the old customers, we have mentioned that customers get more and more expensive, more and more difficult to obtain, just said those data, I think more than those figures are exaggerated.

Moderator: There is a difference in the inside.

Chen Haozhong: So in this case, to pay more attention to the old customer's repurchase and referral, specific how to do? It should be in the back.

Zhong Qian Yang: Good afternoon, my name Zhong Yang, is excellent pen of the electric business person in charge, this is mainly the mentality of learning, in order to improve our conversion rate and customer trust, mainly to create a member exclusive rights of the concept, we mentioned 30 days no reason to return goods, the general brand is afraid to do, but we dare to do, This is our main building, in addition we also played a first delivery concept, mainly this.

He Yiqiang: Hello everyone, my name is He Yiqiang, our group is a 15-year line of enterprises, is more than two years of time, but this year began in March, released a new, the online strategy is as important as the offline, so we set up a professional company, professional team to pay attention to the electronic team, so the cat people to do electric business or recruit, It's an honor to meet so many big business guys today, I am learning, in the maintenance of the old customers, we are also a large background, deepen the customer's stickiness, improve the accuracy of his flow, so that our store management branding, personalized, systematic, then in early August, we participated in a whole activity, Is our single product breakthrough 2 million, a single product, conversion rate of more than 20%.

Moderator: Too modest, cat people have been very famous brands, today at noon and how always chatted for a while, what always said that the focus of business relationship is not to send a little gift such, in fact, the traditional big brand to users to provide a way to quickly find you, find their favorite brand. Hope that there will be more dry goods to share, next please Pu, Pu always someone know him? He was a very important person in charge of a brand.

Pustie: Hello, everyone. My name is Pustie, sent the annual meeting I also participated in a few times, I was the head of the Wheat network, the 2011 time to leave the wheat net, I complained about this company, do cosmetics, mainly to do foreign agent of this imported medicine makeup cosmetics, on the one hand, I think the age of light, Be able to do this business independently as soon as possible, in addition, I think the commodity in fact and today's this topic is very relevant, that is, the product itself for the maintenance of the old users, the development of new users is really critical, the electrical business, I think the main business. So that is, I also hope that today I will be able to share some of their experience with you, but also hope to learn from everyone here a number of new things, thank you!

Xu Red: Hello everyone, I have two identities, I first said first identity, I am very willing to share the first identity, we often encounter some lectures, my first identity is sent to the business school lecturer, more willing to share the first identity, because I like to share, the second identity is a little halo on the head, The head of E-commerce in the former Heilan home, I first attack on the previous link, there are a lot of people in the attack on our professional managers, although now is not a professional manager, but before the people who know me, relatively will feel more reliable, I personally think why said that the stage there is a very obvious phenomenon, You may not notice, Raleigh Home Textile You know is a traditional enterprise, the other are grassroots entrepreneurship, there is no such problem, we are entrepreneurs are actual combat, so we will face the problem of talent, we will show you today, the station n many of the electric business professional managers are good, The second traditional can not find a person is not know people, give you 10 people you do not understand which is good which is bad, the results were tried and found not.

Moderator: Including me, including here, in fact, most of them should be professional managers such identity, we this is the last reversal. About two times of repurchase I believe that we all know a theory, user management He has a rule, some students can answer me? What is the hardest transformation? It's the first time a customer buys can he come back to buy the second time, the first time you through a variety of drainage, various opportunities under the customers come in to buy, but bought the first time can also buy a second, this very test of our member maintenance and membership marketing, and even our package marketing, I want to let everyone say dry goods, From the electric Company bought you more than 10 packages, with different IDs, bought a different style, received more than 10 offices come to discuss why you do so well. As for the results of our study are not here to say, want to listen to you first.

Chen Haozhong: I really want to know what the result is.

Moderator: The result is very long, I chaired the meeting, and finally became a PPT, next time to tell you. When the client comes, how can I get him to come here for the second time?

Chen Haozhong: I think so, retain new customers more rely on the brand, is a precise positioning, unique tone, how to impress and conquer the needs of customers, I think this is the most important, but for us, we have not yet made brand, or brand on the way, we can not rely on him, What do we do? And a lot of people have different opinions, we focus on the most basic two things above, one is the service, one is the product, we first say the service, because I think this new customer you finally get, no matter you are 300 dollars, how much money anyway you have obtained, after the how to obtain, Or can give him a more satisfactory service experience feeling, I think this is to decide whether he can retain the basis of things.

Moderator: Can you give me some details?

Chen Haozhong: When it comes to service, we all say that many aspects may be from pre-sales to After-sale to a return visit are within the scope of service, for example, before the point of view of course I think OK, and most of them do now, we sell before the sale of the team to prepare the problem, 09 to do this thing, the beginning of the pre-sale of people than after the sale of more, Slowly maybe we think a customer to buy the time, not a single time a long time and he dawdle, he will feel how you are so patient, but after the sale of no one, the customer's feelings are very poor, so we feel that pre-sales and after-sale preparation should be 1:1, or after the sale than before the sale of a little more, we say pre-sale assessment, The first is to sell as the main service, but we often found that under such a driving guidance, customer service services bring a strong utilitarian, we adjust the quality of service accounted for 60%, so found both the results of both.

Moderator: Through this system to build customer service and customer empathy between the establishment, too focused on performance, problems or the establishment of the after-sale empathy will be poor?

Chen Haozhong: Yes, there are a lot of details, maybe time is not necessarily allowed.

Moderator: Never mind, you said.

Chen Haozhong: I'm going to talk about a second product, in fact, the service is not easy to do, we also recently in introspection, we have a lot of service details do not in place, such as customer service staff will be succession, the new customer service staff do not master this scale, there will be this difference, I think good service, the most important is willing to cost, Not just the staffing, but the cost of service, such as that, it should be said that 7 days into 30 days, behind this is the cost of expenditure, there is no reason to return the cost of the increase, three months have problems repair, now used a year of the package also repair, use the bad we give a new bag, do a good service is the most basic, How to do a good service is willing to put into the service to do a good job, service this piece to talk about here, I would like to talk about the focus is the product, the most important thing is the product, he actually got something, then in the product how to give customers a higher than the expected price? I can only say that the word price ratio, take our luggage for example, for example, what kind of material you use, or what kind of accessories, including your craft on how the postcode, this time the category of product quality and price ratio, this aspect we have been very focused on devoting a lot of energy to do, and constantly raise our wages, Looking for a better quality factory.

Moderator: I remember you were very interested to let consumers know that your piece of intentions, including the good materials?

Chen Haozhong: Yes, not only did we do it, also told consumers to find the kind of higher craftsmen to find a better cooperative factory, the production of better products, quality is more guaranteed, but also we continue to improve our standards, such as from the surface, there is no problem he can do, but the consumer actually use after the problem, Can we go deeper into the standard? including raw materials, and constantly develop and enhance the quality of his raw materials, these aspects I think the consumer to get hands after he is feeling, so the occasional bag generally, visually seems to not be able to impress customers, but actually received the package he is beyond expectations, or good things I want every woman to share, Not only for their own use, will be introduced to the people around, this aspect to depend on the cost input, here Many do the luggage, many people do not know us, said that your gross margin is very high, our price will be very high, but in fact because our high cost, my thing is good, I can only say so. So in the product quality and service, the two most basic things, these two do not do well under the premise, if the focus on the old customer marketing, customer relationship management, I think is the cart before the horse, my personal view.

Moderator: Before the maintenance and marketing is the first to do their own, service and quality?

Chen Haozhong: Yes.

Moderator: This I also very agree with, that Zhong Qian Yang you this side, I do not think you users again buy more difficult, I think your things can be used from 3 years old to 6 years old, to 8 years old, not easy to bad, we know that many products and brands died in their own quality too good, so that there is no repurchase, you this situation how do you face?

Zhong Qian Yang: Although it is difficult to say two times, but we are also doing this piece, in fact, two repurchase prerequisite is the first shopping, he no matter from products and services feel OK will consider the second shopping, we do the action is more conducive to two times shopping is our membership based on the formation of services, we each time 25th, Mother and Child Day, the monthly number 25th, we will be with the customer agreed to have such a time period, there are very favorable lottery, seconds to kill, is the message.

Moderator: Members will think today more than 500 pieces bought, today how direct more than 400 pieces?

Zhong Qian Yang: First 1th must be member participation, 2nd is limited time, want to buy a cheaper, can buy. Main member Day we focus on doing.

Moderator: What are the channels for your membership day to be released?

Zhong Qian Yang: is a special page, the real release is the way to send text messages, their own is the joy of the baby in Sohu, this is synchronized, and the community has a bundle, the community is our later to do a focus.

Moderator: Thank you, please do not always give us a share, you just said we are tireless kind of favors small gifts of practice, listen to you.

He Yiqiang: Speaking of these are more traditional and old-fashioned, speaking of the line of the enterprise more trendy and avantgarde, the line of enterprises and offline enterprises isolated I think is wrong, at least we say, our old customers, we fully refer to our offline enterprises, and do more successful, we specifically how to do? We from these three aspects to do, our first is our brand positioning precision, is our online brand positioning, online brand segmentation, to the consumer's feeling with our line is the same, then brand positioning determines what? The decision is your course, is that we do the 1th of the old customers, is the line to maintain a consistent, the second aspect is the commodity, first of all, is our product segmentation and positioning, because the brand to match, because our product segmentation, decided to lock our course, Our product segmentation locks up our course and sells what? Sell sexy sell fashion, so those who want to feel fashionable consumers he must choose us, this is the division of goods. The quality of goods tells us, is the basic element of customer purchase, quality is not how to repurchase it? Over the past 15 years we have been a brand of word-of-mouth growth, as well as price strategies, many of our online brands often engage in activities, in particular, we in this industry, in the electrical business to do, I think the special old customers more annoying, today bought, over two world a big cut, I feel cheated feeling, let the price of large fluctuations, That product is the fourth product structure, so that we old customer repurchase a catalyst and motive force, what meaning? Because how do we make people feel? We are the horizontal extension, such as we engage in the couple outfit, our lovers underwear sold very well, do this week underwear, for a pair of underwear for a mood, week socks and so on, so that consumers in the future can what? Find a lot of goods. What is the second aspect? We provide a one-stop fashion consumption experience, consumers only enter the store to come to the needs of such a number of goods, this is our old customers of goods. The third aspect do some personalized some member service, I wait a while to say some member cases, we can be different, we are selling sexy sell fashion, open a Wang Wang group do a little we generally do not, I think this thing is not bad, but we should do more valuable power, such as the customer is to earn their own members, married his wife for seven years, said he could send a gift to his wife, a surprise to his wife, in the 38 festival this day, so a special creative activities, what activities? This is the 38 day we advance one weeks, a card in their own Way Love you this song, then let his wife's voice to us, and then we custom two underwear, in the back of his underwear, his wife's more sexy kind, so put his wife's printed in men's underwear, night a black is shiny, People say seven years of itching, tell your wife wearing such sexy underwear in front of you, you look at the wife did not have any idea, but look at the husband's underwear lips in the glow, and immediately the idea came. Such a thing, and then I love you in my own way, shorts plus roses, love your Heart, said life love you a person, so I went to Wuhan to thank us, seven years of itching, this underwear price 298, sell him what? I made a special discount, 168, how much do I tell you about this underwear? Secrecy, anyway, was a big profit, later this campaign to promote out, tell you an activity, 381 days to sell more than 40,000 underwear out, so this time old customers, back to the front there are three, brand positioning is very important, commodity planning is very important, the second to provide personalized service, This is one of the things that cats have been doing for the past 15 years, thank you.

Moderator: This case is particularly interesting, I ask a few words, this customer's age is how much?

He Yiqiang: Husband 30 years old, wife 25 years old. Our consumer orientation is relatively young.

Moderator: OK, then we will ask Pu always, PU is always big coffee.

Pustie: From the maintenance of the old users, just mentioned the product, products are very important, when it comes to products, in fact, different categories, the maintenance of the old user inside the support is not the same, used to make clothes, are interested in buying, interested, pushed him, but cosmetics can not every quarter out of a new style, So repeat purchase of cosmetics is another way, in general, that is, the first impression, in fact, do a good job of the old users, do not think of the second after coming how to attract him, call him back, first to give him the impression, such as cosmetics, first impression to Buy is afraid of you fake, or you are own brand, this is your family's , your flagship store, look at your product description and what he feels is not the same, then the whole logistics, pre-sale process, is not a knot in the eyes should have a message of care, so he has to build trust, this is very important to the old user, the continuous development of products, First impression you are not spending enough energy, but the degree is very important, do not spend too much, sms hair too many people are also annoyed, others girls would have a good opinion of you, you stare at people every day, people think you hate, afraid. Another to grasp his needs, cosmetics are actually counted out, a bottle of things about how long, then to this time you can properly batch to record a short message or, want, all kinds of do a routine maintenance, he did not think, you a little he, said how you know, there is a resonance will buy again, Before or leave a think two times to buy, how to play this ambush, try to let him solve the already some things got, if you send a text message to tell him that you get something to lose, is not to bring him back when the feedback rate is high, not that you go to tell him you come, I give you a new excellent I pay once , perhaps this time pay more accounting, may Live is the same, but you lead him to think about guiding the client's imagination, for example, a gift certificate, give him something beforehand, and then tell him beforehand, to expire, after this time, including the birthday message coupons, in this, you do not have, just what we have activities. Or you have the ability to expand the user base, you can also do a play game, throughout the communication process, he felt interesting, I think this slogan is done very much.

Moderator: Is this related to the product?

Pustie: In addition to products, there are some problems with skin support, said that these two days, how the skin, the previous buy what kind of products, this is classified, sent to the user's hand, inexplicably, spent money to scold, must be divided clearly, in fact, I said data mining, is different people, you divided the finer, The more personalized the content of the communication you produce, the better the result may be, then that is to maintain a good distance, not old is every day one weeks send two times a message, I one months I will send 10 times mailbox, this is really wrong, this certainly counterproductive, to the end you say what, people don't listen to, See your email blocked, this is the saddest, you spend money out, this is also. The last point of communication with the customer is constantly changing tools, we want to keep up, now think the most effective tool for short message, everyone mobile phone message is not like micro-letter and micro-BO brush bottle so powerful, can leave this message to look at, micro-letter now out of service or public account these things I think it is good, There are some good things to share, and this is a product issue, and the content you share is the product you produce.

Moderator: What are you here? Do members maintenance with micro-letter public accounts? Have it? Show me your hand. Not a lot, my own personal experience effect is really good, we have to do this work, found that including we do a lot of keywords in the inside, so as a smart customer service, then he may lose a rhinitis, will jump out of an illustrated page to him, is to keep up with the times.

Pustie: We first said QQ group, is a very good tool, or very useful, but we have to keep up with the situation. Finally make up a sales desire and customer repeat purchase relationship, do the seller always hope that the more the better, especially cosmetics, in fact, a user in a year can consume a certain kind of cosmetics is limited, he out of a clothes out of a shoe again, but cosmetics is the face is this one, so some things can not be disorderly promotion, Done to the number of later on less.

Moderator: Oneself hoarding goods have guilt, some kind of psychology will deny this brand.

Pustie: Most have a lot of cosmetics that are used only one or two times, many of which are placed there, a year down no use, the mind will be a subtle change, this is not good, in addition to every time he comes, he will always buy some other, these should be considered, I think the old customers repeat purchase may have to consider something very much, I think the big idea is this.

Xu Red: In sharing this topic I do a field survey, now everyone follow me a train of thought, you have a Met friend, you met a face, a year later to call you, suddenly said no money to eat, you lend me 1000 yuan, line, most people will not borrow, why do you cite this case? There are a lot of people out there talking about how to stay with old users, which tools are easy to use, send SMS QQ group and so on, is to ask this question, why just throw that topic, really is doing e-commerce operations, to a large extent, ordinary grassroots operators, his good rate of old users of the repurchase, is through SMS and Wang Wang, Micro-credit and micro-bo this way to push, the front listened to the four guests to share, talking and what you ask is completely different, this morning I talked about an innovative user experience, and I think this is particularly good, we think, including this issue for a change, replaced by this topic, how to let users fall in love with you, to the real positive two times repurchase, Really good e-commerce, user experience to do a good job, plainly is a wide range, two cases and everyone to share, those brands I have not seen every day to send text messages, said today how much cheaper, tomorrow jump price, just talked about a good friend he made a brand, you will find that you do not believe you experience his whole shopping process, We say the whole we simulate consumer perspective to say that user he will first see your baby's page, ok his baby's page to do very lyrical, the effect is very good, first of all, this level, and customers can have a very good interaction, to desire after will pass want to chat with him, after the customer service is very happy, have anything to find him, Customer service makes you different. After the third bought, two, in addition to these two to give you seven or eight other trial loaded things, so we talk about the user's repurchase, we have to go to the loop to think how to let users fall in love with you.

Moderator: To retain the old customers three steps, the first step to generate trust, the second step to let customers remember us, the third step to rely on, in fact, very powerful, each other brand and consumers between each other if it is dependent on the words, establish a communication circle, this will form a group of consumer benefits, Now we are often in this market segment is also a subdivision of the population, there are a lot of labels behind each crowd, these labels form an effect of ethnic consumption, we discuss the topic is, after overcoming our this kind of repurchase, how to continue to maintain the user, how the old user willingly like a brain residue powder, and others recommend us, there are some more efficient feel like MLM help out of our brand, at least here I know, Imini have such a brain residue powder, someone to buy more than 10 have, all the sun out, I think is also first please Chen always give us a chat, how to let old customers recommend new customers to what?

Chen Haozhong: In fact, we are in how old customers to receive new customers above, the work we do revolves around a point called interaction, which means that the relationship between the customer and you is not just the relationship between buying and selling merchandise, it can be a lot of other aspects of your relationship, our interaction is divided into a one-to-many, There are one-on-one, there are many to many, a pair of many, simply said, just mentioned, may I have no conventional, is to let customers buy him a experience after the report issued, can be pictures, can be video. The last thing to say is why, that's just a regular one-to-many, or a lot more than a couple of us each month, we do this department, is the business unit they will have a monthly planning activities, the purpose of all activities is to want customers to participate in interacting with you, How does this involve the client in interacting with you, this is a one-to-many, and one-on-one, for example, like to take photos, the contract to give him a lot of photos sent to us to use, we will attentively find each customer his interest in the hobby, these things are played out in his life, such as this person is like to draw cartoons, We will let him help us to draw a lot of various kinds of cartoons, such as this person he likes to take pictures, just said, we will let him to his expertise to play out, this meaning? We let the customer feel that my brand is actually a part of his power, you can participate in my brand, I have a lot of things associated with you, and we not only say forever stay in my relationship with customers, we will also encourage customers and customers, the operation of this relationship, but also a hardcore of this boudoir, we will eat to know, Hopefully they'll be able to earn each other, and I've just said that everything is two-word interaction, the starting point of the interaction is never sales, in the marketing and sales point of view to do, the starting point of the problem, each girl wants to recognize and respect, to find the interests of the expertise to recognize him, hope is valued, hobbies and expertise are valued.

Moderator: This is the highest level, called the sense of belonging, brand and commodity between the sense of belonging, this is the highest level.

Chen Haozhong: It's impossible to do something like this, it's definitely going to add up,

Moderator: Do they have a certain authority on their hands?

Chen Haozhong: Yes.

Moderator: Thank you, very good experience.

Zhong Qian Yang: Just listen to Chen General sharing learned a lot, many are we do not want to do, through this topic old customers introduce new customers, the effect is more good is the sun single, through the way of the sun to give a certain reward, while the selection of a better part of the special reward, about two times, is to introduce old customers, Then introduce a new customer better way. Most functions can be achieved, other words we are very focused on interaction, because this is a category with our properties have a certain relationship, the second half of this year to plan a happy baby activities, including Taobao all the channels up, and then the audition of the baby how, such an activity for the whole purpose, Throughout the process of sales, one is the introduction of new customers, through this lineage, there are more than just stay in the story machine, to think of early education, happy family, we promote the concept of healthy growth.

Moderator: Future development of your product line will also be from this side of the feedback to make a new plan?

Zhong Qian Yang: Yes, we also do category planning, but also relatively cautious, we hope that through the customer after an interactive feedback, and then targeted to do such a category planning.

He Yiqiang: The first to constantly innovate our brand, continue to increase the intensity of our brand, and constantly make some brand events, so that our old customers continue to pay attention to our brand, such as our previous years, we invited four years later, we changed to small s, and later made some brands on the Web, do not please Shu Qi, Because he was asked to take a 3G film without clothes, and then after four years of cooperation he wore again, go to Hollywood, so we think to find small s, jump pole dance, CCTV does not let broadcast, so finally said CCTV hype, Jiong and small s to host the party, small s wear clothes or behind a steel pipe still hype, small s expired last year, We took a little movie, we made a series, 20 Zodiac, care about our brand, the second our management, the previous cited a lot of examples, different members of our management model is not the same, consumption of more than 20,000 yuan, we become your diamond member, can provide some custom free service, Let him feel what, the gap between these rights, thinking of becoming a diamond-class member, it is true not only to be respected, but to get a personalized service, so more than 60% is residual powder, very loyal, drive not run, this is more our brand, because there are more than 10 years of experience in the precipitation of the line, Have some ideas like that.

Moderator: Please PU general.

Pustie: Old users repeat purchase, with new customers this power of Word-of-mouth, mainly products and services themselves, we have good results, or feel that the service is very moving, will talk to others with the gossip, he is worth saying, so this is the mainstream, I think anyway there is nothing more to say, then another is fun, In fact the internet he itself is going to be able to produce some quick you produce some so-called products for everyone to share, for example, in the past we do analysis in the MAI, we enter some size, tell you what shape, what cucumber similar to this, and then these he can directly out later to share to friends themselves to go, At the same time will be in accordance with this online to fit his clothes to adjust a batch out, because we have made some of these clothes inside the label, then a variety of different location design is suitable for different shapes, such as your shoulder is particularly wide, you can not be too thin shoulder straps, so that your shoulders, so that the label will come out, You'll also find custom mail, which will come in a new shipment, this is a relatively successful marketing market this piece, good customer than itself can attract this piece, this extension of the use of Internet tools to develop new things can also try, but will be a little busy, not all sellers can do.

Xu Red: We have a lot of things on the internet, as long as we meet, we know that the spread of the Internet relatively fast, is often such a mess of entertainment, really is talking about the old users to recommend new users, to share a case of Taiwan, I think Taiwan's E-commerce enterprises, although very small, But his many differentiated innovative things are worthy of our domestic e-commerce enterprises to learn, that site they do a what thing? One of his views revolves around the angle of interaction that we just mentioned, the angle of fun and interaction, the design of marketing activities for old customers, he will launch an event every one months, what is the activity? Only members can participate in this day without telling you, advance never notice, is not to say which Day has what, the second he this activity is how to operate, is your old user in that day, can a piece of money price you go to make an order, this order, for example my 100,000 user, I each order will send to you, but after sending the past That there might be eaten by the office throw the rubbish into the apple, there may be a garbage bag, that is, let customers to gamble, the result of a particularly good response, not a piece of money to buy things by garbage bags people will scold you, for the old customers do, 10,000 users, in advance to solve the package, 10,000 inside 20,000 dollars of products, Not the average, everyone note, may be three packages in five packages inside, Pat on the top, pat after the hair, some people are the waste, and some people will be the ipad.

Moderator: One of the most successful is a bag of rubbish, Internet must have fun things, marketing to have innovation, even if this member maintenance or do this let the old user to help us with word-of-mouth effect, there are marketing innovation inside, is people willing to spread, and spread fast, The next link has a right to the wrong question please judge, I was preparing for today's activities, I was in the seller group, seven hundred or eight hundred people, very active, I asked you in the membership marketing and maintenance of what confusion? I found they were concentrating on a problem, this in the insider price has the advantage, the present performance is also very good, but they currently only do the natural user's growth, does not do the user relations management and the maintenance, the reason is we do not have the member marketing, excuse me this kind of strategy and the thinking each guest how to look? Please raise your hand. Basically think it's wrong, right? Chen can speak on behalf of everyone, say why think this thinking is wrong, he said there is a certain reason, I just can't afford, and I did a good job.

Chen Haozhong: In our experience, we do old customers, basically in more than 1:50, if said from the through train to do 1:3 is also good, the cost of doing old customers, and this profit margin is not related, this is my view.

Moderator: He has a reason is that we are not too many people to buy, because of his category relationship, I believe there will be such a problem, you can give a what kind of advice? He thinks he's not too much of a duplicate, and he's unlikely to have a person who buys two times a year or two computers.

Xu Red: I think the first concept of this misunderstanding, the first one of our users even if he does not come to buy today, tomorrow will also come to buy, this is a misunderstanding, and my users guess he mostly used Low-cost report, there is no profit space, the case mentioned above have a lot of differentiated innovative marketing methods, Not necessarily in line with too much cost of the way, so the old user's marketing, we are always going to think, and the old user's marketing, must not be customer service department, it must be our whole company strategy of such a kind of.

Moderator: Good, thank you, after the sharing of the above, I see the following have been eager to students, we prepare three questions, because the relationship between the time, you can make the teacher answer, also introduce themselves, introduce themselves is very small marketing their own opportunities, have questions?

Question 1: Good teachers, I come from Guangzhou, I do cosmetics, that is to say that we have heard that there are many good methods, such as personalized to some customers to do services, or specifically to some customers with their interaction above, we now have to do, but we have to do, but we encountered confusion, This customer is very difficult to manage the odd, I would like to ask the teachers to learn about experience.

Chen Haozhong: What did you just say that must be difficult to manage?

Question 1: Some things to personalize after an odd number of customers.

Chen Haozhong: Do you have UCI now?

Question 1: not yet.

Chen Haozhong: Only to a certain extent, the purchase frequency and time for layering, this comparison is accurate, so to speak to understand?

Moderator: How much do you propose to add to the membership number in CM?

Chen Haozhong: This is different, for example, when we are 100,000, we are useless.

Moderator: Are there any questions? The classmate over there.

Question 2: We do men's shoes category, we this product people are not willing to share, we also want to do the old customer sharing, this new customer situation, so the teacher can give an opinion? Would you please ask Mr. Xu to answer?

Xu Red: You this question is too difficult to answer, this said that this kind of men's shoes are not willing to share.

Question 2: A lot of people wear elevated shoes to tell someone they don't want to.

Xu Red: indeed this way, people wear increased shoes do not want to say is to increase shoes.

Question 2: Old customers buy back or introduce new customers.

Moderator: This idea that you just said is particularly humane is really hard to do, I suddenly think of a, you can make up a lot of people willing to share inside, can go to Baidu above, all kinds of you can think of the cast, all kinds of soft wen, all kinds of because of the increased psychological wear shoes, you can put the society and the media, I think this will also be an effect, I have done before a student to help him before this double 11, because he wants to do through the top 30, very close to help him cast, do high-grade plastic body underwear, all kinds of soft wen, including postpartum obesity How to do, when the bride how to do, there is not wearing some kind of underwear, etc., including these people to share, These conversion rates, including the old member's repurchase, reached 27, I think the effect is very good, although deviated from a little bit just said member marketing, when it is to help you think of a way without a solution.

Xu Red: A lot of other online activities, some people do not want to share, such as his sun to give him a 20 yuan cash volume.

Pustie: Online names do not show up, your customers have more serious psychological, publicity to their confidentiality, because this do not violate the nature of things to do, you have to adapt to his attributes.

Moderator: Sorry, there was a girl before.

Question 3: Thank you, host, and a few guest teachers on the stage, then I think that is to consult a problem is, is currently in various platforms, is the flow of this cost is very high, that as is a new one for example, a store for us to say, how can we go to the sales open? I am particularly concerned about Mr. Xu's side, then he does not discount at the home of the LAN not to participate in the official operation can do the first few, especially their core products, is the shirt this piece, because at present we are on some platforms, shirts this product of the accumulation of I believe we can know, then this piece of thinking, and how it works. I'd like to hear what teacher Xu said.

Xu Red: Each platform is really, basically our each category competition is already very intense, we at that time, I just want to tell you that every enterprise positioning is not the same, the strategy is different, the method is not the same, we do not discount sales, we sell the price is very high, the success of a few, the first of our products, Although we have more than 100 dollars in shirts, but our quality, users buy back basically will word of mouth, We have been more than 4.85 points, our product logistics Needless to say, we through the early trial test found that the product can be done, we chose a few things, we choose two products, we often talk about the explosion, we spent a lot of advertising fees, this is not to deceive you said that the first month is not good, the second month benefits out, the whole shop 70 % of the traffic is free flow, 30% is the traffic of commerce, this is a browse structure of the reversal, then this is what we have just said to build a few explosions on the shop pull, I would like to tell you, do this shop before three months is also put a lot of advertising costs, because and other businesses to compare, to say honest words more difficult to push, So the boss gave me this proposition is a headache, but the first explanation after testing out, our conversion rate is very high, sell so high, conversion rate of ordinary more than 3%, so add the intensity of advertising, will put me this product let him sell move, according to the first stage, the second stage of the increase in advertising efforts, the product finally sold very well, Talking about several points, summing up, e-commerce in the final analysis or commodity, if the commodity does not work you spend a lot of advertising money is not used, so in the final analysis is a commodity, and you can test this explosion has no potential, your margin is sufficient to support the time, I want to tell you to the accounts, how much after he can earn I want to be able to solve these problems through data, our operations will be the enemy of the victorious, so we do relatively good behind.

Moderator: Thank you Xu Teacher's successful experience, the last link each person to the audience under a mantra, they must have a word of experience.

Chen Haozhong: I want to say is to do their own, often say how fast people grow, people's gross margin, I think it is someone else, everyone to see themselves, do their own most important, thank you!

Zhong Qian Yang: Because we are to do the mother and child class, the quality problem is very serious, in this piece calls everybody to do the product regardless is which class eye, the profit at the same time completes the product quality is the most important, because anyway is this.

He Yiqiang: I send you five words to change to win the future. Because the development of the electric business is too fast, all is changing, the consumer and the market are changing, we want to constantly change just go, change to win the future.

Pustie: Or with what I have just said is consistent, is to make every effort to keep a good first impression, tracking the needs of good customers, and ultimately to create a common with customers fun, so that the old users can do well.

Xu Red: I give a word, we do e-commerce do not look at the scale, do not scale to profit, this is the current e-commerce is we must think of the problem, a lot of sellers rely on low-cost explosion, there is no profit for the scale, I think this scale is all fake, so the entire platform is good, the Internet or, Each category n more competition, we must think we want to profit not scale.

Moderator: I also give you a word, who satisfies the user who is the winner, thank you for sharing, thank you!