In the second half of the Internet, the cost of customer acquisition continues to rise. Compared with the increasingly expensive public domain traffic, companies are increasingly paying attention to private domain traffic that can accurately reach target users and grasp the user's lifetime value. By creating a private domain traffic pool, they operate The entire user life cycle.
As an important carrier for carrying private domain traffic, the community facilitates refined operations, accumulates user assets, and achieves high conversion with light investment. It has become a common choice for many enterprises nowadays. Building a group is not difficult, but the key is how to build a long-term community with high activity? How to strengthen effective communication between brands and users? How to achieve conversion and really affect sales performance?
In response to these headaches for merchants, New Hope , Wahaha , LINE FRIENDS and other brands have responded with the help of Alipay merchant group, achieving a double harvest of brand reputation and market sales.
New Hope: Create a direct user channel and create the myth of repurchase
Dairy upstart New Hope initially sold products through regular offline stores and online mini-programs, and gained a number of users. As the company grows, New Hope faces new problems: How to expand its scale, promote repurchases, and upgrade its brand?
Enterprises have switched from the previous "product thinking" to "user thinking", constantly thinking about how to attract new users, revitalize existing users, and let users truly feel the more diverse value of the brand.
After the Alipay merchant group is launched, New Hope uses mini programs as a carrier to attract online, offline and other global platform users to enter the merchant group through coupons, allowing users to establish direct connections with New Hope, and eventually become a user relationship that New Hope can operate. . Merchants and users have been able to upgrade from "weak relationships" to "strong connections." More importantly, user hierarchical operations are divided into cities, products, and activity levels, giving New Hope the ability to directly connect users.
In addition, the ability of Alipay's merchant group also allows New Hope to connect users more conveniently. The "Milk Ordering Service", "Order Inquiry", "Contact Customer Service" and other segmented service entrances in the navigation position can provide users with one stop from pre-sales to after-sales. specific needs to help form conversions; promotional activities at the top of the community allow human-friendly operations to have the possibility of more direct conversions, and users’ data and feedback throughout the process can also feed back to merchants and promote the upgrading of products and services.
In this way, with the help of Alipay merchant group, New Hope interacts positively with users and realizes the value of users throughout the life cycle. User stickiness continues to increase, and the repurchase rate continues to grow. The repurchase rate of members of New Hope’s Alipay merchant group is as high as 71%.
Alipay Merchant Group fully utilizes the unique charm of community operations, uses a direct social communication method, stimulates users with a warm experience, stimulates product sales, and effectively conveys the core value of New Hope products and brands.
LINE FRIENDS: IP is king, and the management of fans goes directly to
International creative studio LINE FRIENDS was born out of the instant messaging software LINE. It is popular with the cartoon images of Brown Bear , Coni Rabbit, Sally and other peripheral products. In the face of increasingly fierce competition In response to the competitive landscape, LINE FRIENDS has launched a digital strategic layout and is committed to transforming from a traditional retail company to a digital entertainment IP company; as a foreign brand, it is also eager to find the best way to communicate with Chinese fans and further expand the Chinese market.
Under such circumstances, LINE FRIENDS settled on Alipay in October last year to build a private community to seize new opportunities for fan operations in China.
After activating the Alipay merchant group, LINE FRIENDS immediately had the "fusion agent" to get closer to fans.LINE FRIENDS takes the BROWN & FRIENDS 10th anniversary event as the source and launches the line friends Alipay skin code on Alipay. To obtain the skin code, users must enter the LINE FRIENDS merchant group and use the capabilities of the merchant group to obtain the skin code. In the merchant group, a comprehensive The 10th anniversary skins of 11 cute characters, including BROWN & FRIENDS, accurately hit fans’ “cute points” and quickly ignited fans’ enthusiasm for participating in the event. With astonishing spontaneous spread and fission speed, LINE FRIENDS The number of participants in the event exceeded 280,000+.
LINE FRIENDS also launched the 10th anniversary skin, which can be redeemed through membership points through the member channel, and the star skin, which can be obtained through private community tasks. It has achieved a good result of 72% in activity skin collection rate, and its business group fan gathering speed is also fast. It broke the highest single-day record for Alipay community operations and exceeded expectations to achieve the goal of in-depth fan marketing.
For LINE FRIENDS, the core of its connection with fans is emotion. Alipay Merchant Group maximizes the value of community operations and subtly allows fans to accept the value provided and delivered by companies and brands, achieving a win-win situation of efficient communication between brands and users.
Wahaha: Promoting the choice of mom fans from personal consumption to family consumption
Old brands also face new problems. As an offline distributor of Wahaha, Wahaha Water Station is mainly responsible for door-to-door delivery of bottled water and other categories. However, the traditional water station industry It mainly relies on ground promotion based on geographical location to attract new users, but the customer acquisition and retention effects are limited. In the prepaid water sales model, some bad water stations have disappeared, which has impacted the foundation of consumer trust. This has become an important obstacle to the sustainable development of Wahaha dealers.
In addition, Wahaha has been operating the Alipay Life Account since 2016, and the tens of millions of fans accumulated have not been digitized. With a keen sense of smell, Wahaha has tapped into the advantages of the Alipay merchant group and activated it, thereby stimulating a large number of active users. "Endorsement" creates a communication situation where "everyone in and is a product manager".
Wahaha attracts users of Alipay’s public platform to its merchant group, and retains more than 10,000 mothers to its merchant group with a 50% discount for new members, effectively creating the most direct connection between Wahaha’s new products and users. aisle. At the same time, Wahaha has allowed more than 10,000 mothers to enjoy the speed and convenience of one-to-one communication through the efficient and direct method of "Wahaha Home", further increasing user stickiness, and using methods such as sharing coupons within the merchant group to attract them The new product communication chain rapidly fissioned and expanded, with the number of users exceeding 21 million, collections doubling, and user activity in the Alipay merchant group exceeding 90% in the past month, achieving the goal of an effective breakthrough in the water station business model, and continuing to write a brand development legend.
The key point of community operation required by Wahaha is the popularity of the core group. A valuable community must have a core group. The Alipay merchant group accurately classifies the stock of corporate users, effectively ensuring the popularity of the community, allowing the core group to output and create value, and help the long-term development of corporate products and brands.
Behind the miraculous results brought by the New Hope, Wahaha, and LineFriends merchant groups are the services of the digital service provider Juhui Technology. Juhui Technology combines the underlying logic of community operations and the experience of private domain linkage of Alipay mini programs to help companies refine their users. Operations, improve the "customer group operating power", promote conversion and repurchase, and use technology development capabilities to create a different chemical effect in the private domain between the brand's Alipay mini program and the merchant group, allowing the brand to break through in a market full of uncertainty. , and ultimately achieve explosive growth and sustainable development.
