I will explain in detail through a case that how to establish a private domain operation system and realize a sustainable and replicable self-circulation system.
A case: maternal and infant brand
Industry characteristics: high repurchase rate, high user desire for communication
When I intervened in this company, their private domain project has been in progress for more than half a year, and even a pilot store has not been successful. After in-depth investigation, I found that their private domain operations are full of holes and lack too much.
For example: lack of a complete private domain architecture team, lack of IP self-portrait, random fans without standard content, and no standardized data analysis...
These operational problems have not been solved, and if the single store pilot is not successful, there is no national replication.
At that time, I solved this matter through 4 steps:
1. Research and diagnosis : Understand the current status of the enterprise's private domain, and understand how private domain operators, managers, and store managers view the private domain;
2. Cognitive training: trains the above-mentioned relevant personnel to reach a unified and consistent cognitive level;
3. Solution design: understands the specific situation and analyzes the problem to give a solution;
4. Coaching: After conducts a systematic diagnosis for the company, prescribes the right medicine and begins to implement the plan.
finally implemented through the "5 1s" project to establish a private domain operation system:
A private domain strategy: Unify cognition, from CEO to senior management, and then to regional leaders, reach a strategic agreement.
One organizational structure: unifies the structure of the private domain team, clarify the specific functions of the headquarters and stores, and form a standard system.
One set of operation processes: establishes a complete set of operation processes from public domain to private domain, IP to links, etc.
One set of assessment standards: sets of assessment standards for the team, set specific assessment standards for positions, and have objective evaluations for employees.
A set of data reports: Through specific data, we understand what each person in the team does and understand whether it is biased from the plan formulated.
These tasks were implemented for 15 days, and the private domains of 10 pilot stores achieved sales of 300,000, and the private domain fans increased by 10 times. The store's fan base rate reached 50%, and the private domain team could operate automatically.
With these foundations, they quickly expanded and copied them to stores across the country. Their private domain users reached 1.3 million in 2020, and their market value increased by 6 times.
Therefore, chain brands like this will inevitably spread across the country. At this time, we must have systematic methods, standardized processes and professional teams to have replicable capabilities.
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