1000 billion sales, online accounting for 19%, how to do a good job in the private operation of sporting goods?

In recent years, the offline sports industry has been affected, and brands have turned to online retail to find new exports. As early as 2020, Decathlon broke through the online with good results. Taking Decathlon as an example, this paper analyzes how it makes a private domain, hoping to enlighten you. In recent years, affected by the epidemic, the offline business of sporting goods has been impacted, and brands have to look to online retail. Coupled with the maturity of information technologies such as big data and Internet of Things, consumers have more demand for shopping scenes, which promotes the digital transformation of major brands. Decathlon is one of the most representative brands. As early as 2020, Decathlon's revenue exceeded100 billion yuan, and its online share reached 19%. In 2022, the turnover of Decathlon JD.COM 618 increased five times compared with last year. So how does Decathlon lay out the private domain? Let's take it apart for everyone. The contents of this paper are as follows: Case background: Traffic Matrix Disassembler, IP Disassembler, Community Operation Disassembler, Membership System Disassembler, Fission Game Disassembler 0 1 Case Background, 1 Case Introduction Decathlon Group was founded in France in 1976, which initiated the sales concept of bringing all sports together in one shopping center. The group is committed to the field of mass sports, is a global sporting goods designer and brand creator, and is also a sporting goods retailer. The Group integrates research and development, design, brand, production, logistics and omni-channel retail of sporting goods. According to official data, Decathlon Group's global sales in 2020 reached 65.438+044 billion euros (about 65.438+0012.32 billion yuan), and its net profit was 550 million euros (about 3.866 billion yuan), of which the proportion of online sales increased from 8% to 65.438+09%. 2. According to the market scale data, in 2020, the operating income of China sporting goods manufacturing industry reached 654.38+034.033 billion yuan. Compared with 20 19, it increased by162.54 million yuan. China Commercial Industry Research Institute predicts that in 2022, the operating income of China sporting goods manufacturing industry will reach 654.38+039.085 billion yuan. 3. User Portrait Decathlon's users are mainly young family users aged 20-40, sports enthusiasts and energetic women in the new era. The target users are mainly distributed in the coastal and central developed areas of China. Disassembly of flow matrix 1. Official website official website used the gift certificate package of 30 yuan to divert users to WeChat, and guided users to scan the code to follow the official account of WeChat and register as new members. 2. Offline Store Decathlon has more than 300 stores in China, covering more than 65,438+000 cities. Mark a QR code on each product label in the store, and scan the code to jump to the online product page. When users use the self-service settlement service to pay, they will be guided to register as applet members, and their benefits are to exchange products with 50 members plus 9.9 yuan. 3. After the official account of WeChat pays attention to the official account of WeChat, the automatic reply language guides the user to enter the welfare group. In addition, click on the membership benefits in the member center of the menu bar, or jump to the membership page. Add a page in the community, and the system will recommend the nearest shop community for users according to real-time positioning. Click "Join the group now" to add the enterprise micro of the sports ambassador, and the enterprise micro users will enter the community. 4. Small program Decathlon has two small programs, namely Decathlon Online Mall and Decathlon Member Club. Among them, the online mall mainly sells products and introduces welfare activities, while the member club serves for joining members and displays member systems, exchange activities and offline activities. Drainage path: On the homepage of Decathlon Member Club, click Join Community to jump to the page of adding communities, and scan the code to add enterprises. After the successful addition, the enterprise micro automatically sends the QR code to the group, and the user can enter the community. 5.Tik Tok Decathlon established a customer matrix in Tik Tok through geographical distribution. The main account is Decathlon's official flagship store, with 30.9w fans, and it is broadcast live from 6: 00 to 13 or 18 to 1 every day. There are obvious shops and community entrances on the homepage of the account, and users can click to enter the shop to buy goods or join the community. In addition, on the merchant page, guide users to join members, set exclusive shopping discounts for members, and attract users to place orders to buy products. 6. Xiaohongshu Decathlon has 1.9w fans in Xiaohongshu, mainly publishing brand promotion, sports dry goods knowledge, activity promotion, product promotion and other contents. There is a fan group drainage entrance on the home page. Click it to join the community without review. 03 people set up IP to disassemble Decathlon by store, and different stores use different enterprises to undertake it, and the operation actions are basically the same. Here, take the enterprise I added as an example to disassemble it: 1. People established IP and created a nickname: Mao Pan Cheng's head: the real male image in sportswear. Role orientation: automatic greeting words for operation managers and sports ambassadors: after adding enterprise micro, enterprise micro automatically sends welcome words to introduce member benefits and community benefits. Guide users to join members and enter the community. 2. Frequency of friends circle content: 65438+ 0~2 friends circle content is published every day. Release time: 9 am to 65438+ 02 am. Content of friends circle: mainly used to promote products, welfare activities, live promotion, sports knowledge sharing, etc. 04 Community Operation Disassembly We take a community I added as an example to disassemble Decathlon's community. 1. community positioning nickname: Decathlon members enjoy sports. Community orientation: community value of welfare groups: activity promotion, product promotion, etc. 2. Welcome speech and group announcement. After users join the group, it will trigger an automatic welcome word to introduce community welfare activities. In addition, in the group announcement, introduce the role and business hours of group assistants and the rules that community members need to abide by. 3. Community content Decathlon's community is hardly operational. At present, the content sent by the community every day is not fixed and there are no certain rules. Mainly publish welfare activities promotion, product promotion, answering questions for group members, etc. The content of the community is shown below: 4. Community stratification Decathlon increased channels for different users and conducted community stratification. Users who are diverted from WeChat official account to Qiwei enter Decathlon member sports community, mainly sharing the latest welfare activities, product introductions, answering questions, etc. Users from video number diversion to enterprise micro enter Decathlon members' live broadcast fan base, mainly to introduce live broadcast benefits and guide users to book live broadcasts or watch live broadcasts. 05 membership system disassembly Decathlon's membership system is specially displayed by the small program member club, mainly based on the points system, and encourages users to buy by increasing the growth value. The integral is called "fuel value", and a large number of fuel values are obtained by spending (1 yuan = 1 fuel value) and completing the specified tasks, which are used for lucky draw, coupon redemption or physical reward. On the basis of huge private domain traffic, Decathlon will play some simple fission games, make rational use of private domain resources, and achieve the effect of innovation and repurchase. Taking the small program as an example, Decathlon mainly shared fission by inviting new people to be polite. Users' friends can get fuel rewards, for example, 1 person can get 500 fuel, 3 people can get 1000 fuel, and 10 person can get 3500 fuel. At the same time, set up a leaderboard to invite friends to help, and get gifts or points before 10 enters the leaderboard. Finally, let's summarize the highlights and shortcomings of Decathlon's private domain operation: 1. Perfect private domain layout: Decathlon's private domain opens online and offline, and builds the relationship among communities, enterprises, video numbers and applets with the official WeChat account as the center. To realize the community to promote life, enterprises will close their trust and finally realize the transformation and repurchase in the live broadcast of small programs or video numbers. 2. Perfect integral system: Decathlon's members mainly focus on the integral system, and users can accumulate fuel value when purchasing and participating in activities, thus realizing user retention. 3. Insufficient community operation: Up to now, the community publishes 1 content every day, with irregular release time and almost 0 operation. Decathlon can set up different activities every week or publish fixed columns at fixed times to promote activity and transformation. For example, share some sports knowledge in the community and realize the transformation from interest infiltration. Or share value-added services and use welfare activities to attract users to buy again. Columnist Author: Yan Tao Sanshou; WeChat WeChat official account: Yan Tao Sanshou; Everyone is a product manager columnist, a digital marketing expert, and a proponent of the methodology of private domain traffic and super user growth. He is the author of Super User Growth, Weibo and the Art of War in WeChat Marketing, etc. This article was originally published by @ Yan Tao Sanshou. Everyone is a product manager. Reprinting is prohibited without the permission of the author. The title map comes from Unsplash and is based on CC0 protocol.