"Jianshi Technology: a private domain think tank for 430,000 practitioners"
Previously, Jianshi mentioned many times that among the four-piece set of private domain operations, live broadcast and private domain are the strongest combination and the most basic operational composition in private domain operations. Live e-commerce is now deeply rooted in people's hearts, and this shopping habit has nothing to do with age or gender. In the conventional impression, it seems that only low-priced and high-frequency products may become live broadcast hotspots. In fact, jewelry brands have already taken a different approach and have developed a private domain model suitable for low-frequency and high-priced products.
At the 2021 Jianshi Annual Private Domain Conference just now, Lin Peixuan, CMO of Chaocheng Gems, took us to understand the basic characteristics of the jewelry industry, such as non-first needs, repurchase long-term, heavy assets, and service-intensive, etc.; and also focused on elaborating on the four private domain operations models just summarized by Chaocheng Gems, including four key dimensions such as product strength, organizational strength, operational strength, and commodity strength.
She also mentioned that Chao AG's general direction next year will be to build private domain 2.0, and summarized two major measures: one is to deepen the brand contacts for terminal empowerment; the other is to deepen the continuous exploration of single customer value.
Next, let’s use the text to return to the sharing site and see how “live broadcast x private domain” can build a long-term and stable private domain model in high-priced and low-frequency industries.
Chao Acer Jewelry CMO Lin Peixuan
Basic characteristics of the jewelry industry
Hello everyone, today I mainly want to share with you some of Chao Acer’s experience in building private domain models. Before sharing, let’s synchronize the basic characteristics of the jewelry industry and the fundamentals of the enterprise with you, which will also affect our different layouts in private domain strategies.
The basic characteristics of the jewelry industry are very different:
First, jewelry is a non-first product, and its decorative function is greater than its use value;
Second, market education is difficult, Chao Acer's positioning is fashion jewelry, but users of the entire jewelry industry have a higher awareness and consumption of gold.
Third, the repurchase cycle is long because jewelry is a consumable product.
is fourth, heavy assets, which leads to high inventory costs and high reversal requirements;
is fifth, heavy services, and users are highly pursuing service experience. This is also why the jewelry industry has been less impacted online than in the entire industry.
is the sixth, focusing on marketing. The jewelry industry has high customer acquisition costs.
From the perspective of Chaohong's basic positioning, we are a full-category fashion jewelry chain brand founded in 1997. The stores are located in more than 190 cities across the country and more than 1,000 stores. Adhere to the innovative design concept and craftsmanship, and continuously create jewelry works that lead the cutting-edge international fashion trends for Chinese consumers.
super-strong private domain live broadcast revenue is just the result
The picture above is the report card made by Chao Acer in 2021. We conducted two good private domain live broadcasts in 2021. The first was a new product live broadcast with the gimmick of "Spring New"; the second was a mid-year live broadcast with the official brand ambassador as the gimmick. These two live broadcasts once exceeded 80 million in 3 hours, with a single viewing volume of over one million and a single interaction volume of over ten million. After
, many partners in the same industry or non-industry hope that we can share how to do a good job of a live broadcast. In fact, after internal review, we believe that if we simply deploy live broadcasts, such as anchor product selection, it is still a bit too superficial. In fact, private domain live broadcast is just a result, and the success comes from the operation of the entire enterprise in digital transformation empowerment.
Chao Acer private domain operation four force models
Next, I would like to share with you the four force models of Chao Acer private domain operation, namely product strength, organizational strength, operation strength, and product strength.
first, product strength.
Chao Acer front-end lets users feel the 1,000 cloud store mini programs, that is, the cloud store model with thousands of stores and thousands of faces. This mini program was very impressive when it was launched, because the Spring Festival in 2020 was the process of the spread of the entire epidemic from Wuhan to the whole country. At that time, nearly 80% of the 1,000 stores across the country were closed. Our company executives held an emergency internal meeting on the third day of the Lunar New Year and formed a "combat force" to call it a digital team.The agreed goal at that time was: to launch all cloud store applets before February 14, 2020 to rescue sales. It took a month before and after the mini program went online, but usually one month was definitely not enough. The reason why
can react so quickly is that the entire Chaoac started digital transformation of in 2015 and established CDP (user data platform) ; in 2017, it completed the infrastructure construction-the layered application architecture of digital engineering; in 2018, it established and improved the digitalization of "goods"-commodity data center and intelligent order system; in 2019, it established the digitalization of "field"-digital stores, and the digitalization of "people"-EHR system, realizing the digitalization of people and goods yards.
digital empowerment has helped us truly realize the "data-driven and goal-oriented" operation model, and has improved the company's capabilities in two aspects:
, the first is to improve terminal control. Chain operation brands should feel it deeply. 80% of the success of the headquarters strategy depends on terminal execution. After we launched this system, all the behaviors of tens of thousands of BAs (shopping guides) on the terminal are identifiable, traceable and attributable.
Second, all decision-making basis is more comprehensive. Here we will focus on traffic thinking management, because we believe that the implementation of traffic thinking management from top to bottom, from headquarters to terminal is the most critical and difficult part of the entire digital transformation process. In the past, when talking about business, our context was about people and goods. When sales were not good, we would say it was a product problem, and it was difficult to further analyze which link was a problem.
second, organizational force.
If our entire digital operation does not have a supporting corresponding organizational transformation, it will definitely not work, because everything is carried out by people. Therefore, the organizational structure optimized by Chaoac has the following characteristics:
, one is a flat structure, the headquarters and terminal are divided into decision-making and execution layers, which are highly compatible and fast coordinated with each other;
, the second is the team led by the senior management team. The temporary combat troops established on the third day of the Chinese New Year in 2020 still exist. The major centers have formed a project from the top leader to development, commodity operation, marketing promotion, sales support, and supply chains. Group;
Third, the goals are consistent. The reason why we can break the high walls between departments and achieve rapid decision-making is because the KPI goals of all team members are consistent;
Fourth, resource activation. When deploying activities, we closely focus on user demand scenarios such as festivals and promotions, and revitalize various resources to form a joint force;
Fifth, we strongly grasp terminal execution, focus on goals, pay attention to process execution efficiency and depth, and monitor the entire execution ability with tools and methods.
In addition, all the executive teams of Chao Acer have their own personalities on social media, including myself as the chief grass planting officer. Friends who have watched our live broadcast know that there is no professional anchor in every live broadcast, and the executive team is the anchor. Why choose this method
? Because we found that private domain live broadcasts are very different from public domain live broadcasts. Those who watch live broadcasts in in private domain are all senior members. They do not need to have strong speaking skills of the anchor. What they need is to be attentive and communicate with each other very realistically like friends.
Third, operational power.
operational power is divided into six aspects:
, attract new products. traffic must be the basis of all businesses. Each of our shopping guides and customers has exclusive relationship binding. The headquarters provides various interest stimulus, including physical store performance and cross-channel performance.
2, user layering. After the system captures traffic, it will build user tags. Only by accumulating enough massive and accurate user tag libraries can you have the opportunity to do precise targeted marketing. After each precise targeted marketing, a large number of user tags will be generated to feed back to the user tag system, making the next marketing more accurate.
3, efficiently reach users. , thousands of stores, thousands of faces, and the stores, inventory, and product displays that users see online and offline are the same. Because we have 10 million private domain users, it will be difficult to get less than 10,000 shopping guides to reach each one.For potential customers who do not have a high value judgment, the headquarters will be able to reach batches through text messages, AI outbound orders, etc.; for customers with important value, the shopping guide will also tell what kind of interest points to attract what kind of customers, and output them as a work order to the shopping guide. The shopping guide will choose a way that the customer feels comfortable to reach one by one.
4, centralized traffic management. Our two very successful live broadcasts are explosive outputs after centralized traffic management, that is, through live broadcast scenarios, providing customers with good daily operations with a very suitable consumption reason, thus bringing a lot of sales.
5, intelligent supply chain empowerment. jewelry is a very asset-heavy industry. If a store can equip all the goods, the chance of selling will be high, but the actual conditions cannot do so. Therefore, a large inventory sharing mechanism was developed, including order adaptation, that is, the process of order adaptation and delivery for the nearest stores.
6, single customer value mining. The cost of acquiring customers in the jewelry industry is very high, so every customer must be maintained well. We will use the user growth system to turn users from potential customers into important value customers; in addition to forming links through specific products, we will also improve the linkage between users and brands through points rights system; there is also a loyal user system, that is, for very loyal important value customers, in addition to cold communication, they will also provide a lot of scenario-based marketing to allow them to have deeper links to the Chao Acer brand.
fourth, product power.
Good products are the basis of everything. Product strength, organizational strength, and operational strength are all processes to improve efficiency, but if there are no good products, everything will be zero. On the other hand, if the first three forces are not that good, but the product is very good, maybe you can survive.
For the jewelry industry, how to judge a good jewelry product? It must be design, craftsmanship, and connotation, and all three are indispensable. Design + craftsmanship is like the left and right legs of jewelry, forming a very beautiful appearance; the connotation is the soul, after all, the decorative function of jewelry is greater than the use function. The creation of product power cannot be built in just a few years, but the DNA of the entire brand.
Take Chao Acer as an example. The DNA of our entire brand originates from the oriental sentiment of our founder. From the beginning of the founding, we have spent billions of dollars on the protection of traditional Chinese crafts and Chinese craftsmanship. Tangible assets are our own museum, which is a very culturally distinctive jewelry treasure among the jewelry of all dynasties that the founder spent 20 years collecting around the country. On the museum, based on the intangible cultural heritage filament craft, artists and designers from different fields gather around the world to create traditional new jewelry works.
The inspiration for the creation of TOP-level products in our two live broadcasts comes from museums, such as filigree veils. The order customer is a mother who buys a dowry for her daughter; including filigree candies, they are also fashionable items that combine the profound Chinese cultural heritage with modern aesthetics. When brands have the opportunity to present traditional things in a very novel and fashionable way, users in the market today still care very much. The two major steps for the construction of
private domain 2.0
private domain 2.0 are our general direction in 2022. We will focus on two things:
first, to deepen the entire contacts and use them to empower terminals. Tencent Smart Retail’s various tools are very suitable for private domain creation. In the 2.0 era, we will upgrade the tool gameplay and combine it once more. Our latest store, the shopping guide combines the company's WeChat + community + video account, and monetizes it through mini programs or offline stores. A good store manager of may be the store manager of a physical store, or the KOC of this store community, and can initiate live broadcasts to sell across time and space restrictions.
Second, deepening the continuous exploration of single customer value is the top priority. We not only dig deep into the individual customer, including the customer's relationship network, but also further dig deep into the user tags and the three user systems mentioned above.
Finally, I would like to emphasize that the four-force model is just a tactic. Every era will have the skills of each era, which are changing rapidly. The only thing we need to do is to grasp these changes tightly and embrace the changes actively before being changed. And every company will definitely have its unchanging things, which is the way of the company and the brand philosophy of the company. We must constantly strengthen our efforts, use Tao to control our skills and carry our skills. I hope that on the stage of the times, we can all be better self.
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