The private domain is an ability that takes time to develop slowly, and it is not possible to make a big business on it all at once.
During the epidemic last year, almost all of Bosideng's more than 3,000 offline stores were closed, but Bosideng, as a brand that relies heavily on seasonal sales, was not greatly affected.
Through 12,000 store shopping guides and relying on 15 million private fans, it still achieved good results of hundreds of millions of sales that surpassed historical results.
We can't help but wonder, how did Bosideng take advantage of the "private domain traffic" to bring its sales force to a higher level? The author specially invited the footsteps of UF private domain expert Yang Manli to review Bosideng's private domain play style together. as follows:
1. Why does Bosideng do a private domain?
According to the data from the National Bureau of Statistics, from 2019, the clothing industry, especially the offline store sales, has been weak. Coupled with the repeated epidemics, the offline sales of the clothing industry are even worse. As far as Bosideng is concerned, as a large traditional clothing brand, it has accumulated consumption stock in the market for many years, but it still cannot solve the long-term problem of Bosideng's development. Therefore, it is very important to find new market growth points.
In the previous management system of Bosideng's offline stores, there was a "break" between top-level design and bottom-level execution, which made Bosideng's top management unable to grasp the "shopping guide", the core link that directly contacts consumers .
Beginning in 2019, Bosideng began to "cross the river by feeling the stones" - exploring private domain operations and marking it as its new battlefield.
Let existing members see the changes of Bosideng brand, so that users can see Bosideng products more frequently, make up for the lack of previous product exposure, and also strengthen the relationship between the brand and users, on the basis of the new relationship, incidentally Do some business.
2. Private domain play
1. Cognitive unity
From the very beginning, the top management of Bosideng has attached great importance to the private domain, and has also spent a lot of effort to achieve a unified understanding of the whole company. Because the private domain is a continuous operation process, whether it can succeed or not depends on shopping guides, stores, and retail companies. awareness of this matter.
To give a simple example, when Bosideng Sunan Company conducted the private domain landing pilot, Bosideng asked the shopping guides to divert users from their personal WeChat to the corporate WeChat. However, due to the limitations of WeChat products, personal WeChat friends cannot be directly imported into the enterprise. In WeChat, it needs to be added again, which makes shopping guides resist.
What makes shopping guides even more conflicted is the task indicator. In the second half of 2020, Bosideng began to issue an indicator for the number of corporate WeChat friends to stores. The indicator for a store is expected to be around 20,000, which is allocated to each shopping guide, and the indicator may be as small as several thousand. For shopping guides, converting their original friends is a drop in the bucket, and the number of customers entering the store has a certain limit. This unfinished indicator is like a mountain, which gradually squeezes the shopping guides’ sense of work gain over time.
Later, Bosideng adjusted its strategy in telemarketing list time. First, the high-level team led the training of front-line shopping guides, so that the shopping guides realized the importance of the private domain; and then cooperated with the corresponding incentive policies to give a commission of up to 10 points, which greatly mobilized the shopping guides. Enthusiasm; in the end, the headquarters changed from strong control to weak control, and more methods were provided for the guides to promote the fission of users, which significantly improved the work efficiency of the guides.
Therefore, enterprises must realize that the private domain is a capability that needs time to be cultivated slowly, and it is not possible to make a big business in it all at once. And cognitive unification is the first step in whether the private domain can be implemented. Without solving cognition, the private domain will never be able to truly land.
2. A private domain operation strategy that emphasizes the back-end and the front-end
Bosideng's private domain strategy is more about using the back-end to build a matrix model of data empowerment, making the front-end simpler and easier to execute.