How to design products operated by Tik Tok users?

First, the market analysis must first distinguish the user operation on Tik Tok, which is divided into two parts: "Tik Tok users" and "shake shop users". The former is user operation based on Tik Tok account, including but not limited to: interactive account expansion, marketing transformation, fan maintenance, etc. The latter is based on the operation of Tik Tok store, including membership portrait, membership system and rights system construction, and membership marketing. In the user operation of Tik Tok, the content link has been added to the transaction link, from content acquisition to transaction transformation, and then to long-term repurchase. Teacher Zhang Xuefeng, a network celebrity in the postgraduate entrance examination field, once said that as a big fan of the whole network 2000w, his performance in the first live broadcast with 7 items was bleak. This case is a typical user operation problem, and there are definitely problems in user guidance, fan conversion, crowd delivery, content selection, live broadcast and live broadcast marketing. There are some traditional CRM products in the market, but most of them are not operated by users who run through the whole trading chain of Tik Tok. The products in Tik Tok/ Shake Shop service market are mostly scattered and have simple functions, which are not suitable for the operation needs of large customers. The user operation module in the background of Tik Tok/ Shake Shop only provides basic data exposure and basic operation strategies. Therefore, for some businesses with certain traffic in Tik Tok, a one-stop intelligent user operation tool is still needed. Second, competitive product analysis, product name, product positioning, business model of core users, competition, housekeeper SMS marketing+customer management, pan-Tik Tok store operation, products that users need to market off-site, and users' mobile phones accept short messages such as store promotion and wake-up. These products need to be purchased from telecom dealers first, and then sold to users at higher prices. In addition, the subscription fee in the service market is subject to official competition from Yaoyaodian. However, after Yaoyaodian introduced user privacy protection, users' receiving information in the order needs to be decrypted and the number of times is limited, so there is a growth bottleneck. That is, based on Yaoyaodian, the service market can only expand the customer service channel of Tik Tok merchants, and the CRM user stratification+user LTV management+intelligent marketing favors large and medium-sized e-commerce merchants, and the customer service channel is developed by Nanxun, a traditional CRM service provider. As one of the product channels, social media e-commerce emerged after the rise of short video live broadcast. New CRM management needs have also emerged, such as dividing people into thousands of packages, which is what many products on the market are doing at present. Traditional CRM manufacturers need to design products GMC global member brand distribution+channel marketing+smart stores +SCRM for brand and channel marketing of large and medium-sized enterprises, and provide data mining and governance, AI+PaaS solutions for SCRM and smart stores of global users. The corresponding operational services, namely "data+products+services", have a good growth cycle and space. GMC global membership is the product of "symbolic information technology". The company's business covers data governance, smart retail digital intelligence and operational services, and has a relatively complete upstream and downstream link of SaaS products. In the long run, it is a nebula with strong competitive advantages. With customer insight+event marketing, retail e-commerce customers and anchor products+escort mode, it makes a deep vertical cut into community operation and precision marketing, as well as the digital intelligent upgrade of offline retail, covering more user operation scenarios. SCRM products based on private domain traffic operation have good ecological support for data access and user access by linking enterprise WeChat; It also covers the CRM of fan users such as anchors. Thirdly, product design is an operating tool for customers of rocking shops and a part of CRM. The CRM operation of a store is probably like this: the path of user operation is essentially: potential customers → new customers → members → loyalty, which also represents crowd assets: "potential customers", "new customers" and "old customers/members". Portraits of crowd assets are constructed separately, that is, what are the characteristics of potential customers, new customers and old customers/members of a business? After understanding these characteristics, this is the core of user operation-first, users are stratified, and then different marketing strategies are formulated for different user layers. The operation from "potential customers to new customers" and "new customers to members" realizes the transformation of product design from potential customers to new customers. Because Tik Tok is a content/social media e-commerce, in fact, the base of potential consumers is larger than that of traditional e-commerce, because most users of traditional e-commerce browse for shopping, while most users of Tik Tok consume content, which will have two points in fan conversion: "marketing of active fans" and "collection of sales leads". For example, we can authorize the fan data of the user's account to us by allowing the user to authorize it (the path is "Tik Tok open platform"). We can simulate a user's fan portrait-table 1 table 1: user's fan portrait table fan ID age level equipment gender/geographical interest distribution active days fan source fan favorites/comments/views 125-35Iphone 12 male/Zhejiang Jiaxing "life", "feed" As can be seen from the above table, Fan 1 is an active fan. At this time, the operation methods for this active fan can be: "exclusive fan coupon" and "live reservation", thus guiding fans to transform into new customers. Regarding the collection of sales leads, we can analyze two channels: "short video comments" and "live barrage" to capture them. For example, the user comments shown below are very valuable potential customers. You can find these potential customers by setting keywords and then automatically reply or push the next live broadcast. Here, we should focus on Tik Tok's account system. For some consumers, they leave after making a deal in the merchant's store, without any perception of the store. Therefore, Tik Tok officially requires "integration of people and stores", that is, each store chooses a unique Tik Tok number to bind with the store. If there are multiple Tik Tok accounts, the merchants who make the account matrix can be bound by "authorized accounts". At this time, it is also necessary to consider whether it is necessary to open the fan data of multiple accounts in the user's operation. Fan Maintenance In addition to marketing active/valuable fans, users also need to pay attention to the maintenance of fans in their operations, including automatically replying to hot comments and pushing messages after attention. A new customer becomes a new customer after making a transaction in a merchant's shop. At this time, what users need to do is to let new customers become members, and then continue to operate the membership system, so as to realize the repurchase and retention of new customers. The first is how to establish this membership system. In Tik Tok, there is a difference between fans and members. Paying attention to Tik Tok will become your fans, but merchants need to go through the novice period, and the store experience score is ≥4.4 before they can open the membership function. Membership system corresponds to the rights and interests of members, that is, members of different levels can enjoy different services. For example, the membership level in the table below meets the requirements (for example) Membership benefits (for example) Junior members join the live broadcast room of store members, exclusive lottery, exclusive customer service, exclusive membership discount, one-star members spend over xxx yuan to give points, two-star members spend over xxxx in lottery, and redeem Samsung members for over xxx or enjoy exclusive coupons, lottery, redemption and free gifts. , actually implemented in specific business. Each merchant may require the membership system of his store to be related to his own business, so this membership system can be configured by the merchant, and the system provides the default/industry standard settings (and once the merchant is provided with the right to configure itself, it is necessary to consider possible risks, such as the merchant setting the consumption of 1 yuan to upgrade to a one-star member, and the gift value of 1 star member is greater than 1, so it is necessary to have There are many operational strategies. Let's take "smart repurchase reminder" as an example. For members, there is a certain loyalty to the brand. Therefore, in a certain period of time, it is necessary to trigger users to repurchase, but at the same time, it is not necessary to over-market and disturb users, that is, it is best to remind them at a reasonable time. This is the "smart repurchase reminder". After research and analysis, industries such as FMCG are more suitable for this function (with the characteristics of high frequency/fixed consumption cycle), and there are two forecasting methods for users' repurchase time: "based on users' purchase interval" and "based on daily average consumption amount". For example, we simulate the ordering time interval of a user-Table 2 (the statistical time range is 6 months): In this table, we simulate the user within the statistical time * * 1. In addition, according to the user's order information, it is found that two orders were generated in store marketing activities (it can be roughly judged that this user is sensitive to marketing activities), so you can check the marketing calendar data before suggesting the next push time. Can it be combined with marketing plan? Table 2: User Order Interval Table User ID Order Record Average Order Time Interval/Frequency: Last Order Time System Suggested Push Time System Suggested Marketing Calendar12022-6-12022-9-202022-12. 22-1 2-1 (Double Twelve Activities) 1 times/10 days/times/100 days1times/66 Calculation of repurchase assistance accuracy through daily average consumption amount: Table 3: Table of daily average consumption amount of users; User ID records order information; The average daily consumption amount is calculated according to the average value of the latest order; The system suggests the marketing calendar12022-5-202022-6-112022-7-165448. 14 * 2 (138) milk powder 25g * 14 * 2 (138) milk powder 25g * 14 * 3 (207) milk powder 25g *14 The daily average consumption between each order and the last order is due to the deviation value in the data (compared with the orders of 1 and 2, the amount of the third order is too large), so we can also use "according to the latest order" and "according to the average value" to forecast. Through this prediction of consumption cycle, intelligent marketing can be realized, and excessive disturbance to users and ineffective marketing can be avoided; If users buy some goods that are used together, such as cosmetics, they can also conduct marketing in terms of goods. As mentioned above, in order to avoid disturbing users too much, we need to set a general rule for all marketing strategies, that is, what is the upper limit of marketing times for a user in a certain period. The strategy is as follows: Type id touches type subtype frequency limit Note 1 Member Care Repurchase Reminder at most 1 Mobile phone numbers of the same subtype conflict with type id3. That is, after receiving the member care message, no longer accept the consumption incentive message. 2. Order Care, Order Care, Payment Reminder, Delivery Reminder, Delayed Delivery, Receiving Reminder, Receiving Care, with at most 1 mobile phone numbers of the same subtype per day, which does not conflict with 1 and 3 types, that is, after receiving member care SMS or consumption incentive SMS, you can still receive order care SMS, only with the same subtype conflict. For example, "placing an order for caring messages", the same mobile phone number has at most 1 messages every day. 3 In terms of consumption incentives, the new reminder is that at most 1 messages of the same subtype of mobile phone number conflict with id 1 type every day, that is, members will no longer accept caring messages after receiving consumption incentives. In addition to this preventive strategy, we should also consider the marketing effect of a user operation. In the process of user operation, there are two ways to reach users: one is to push through the template message in the APP station, and the other is to send SMS by the operator outside the station; The advantages of the first method are: (1) the links in the application jump directly, and there is no need to wake up the application like short messages outside the station; (2) The marketing effect is easy to be counted. After push, users can check the access situation, but short messages outside the station can't analyze the access situation; (3) No extra charge: SMS sent by remote service providers requires merchants to recharge SMS, while template message push is not required. The second advantage is that users can arrive after closing the APP message notification. Therefore, the combination of the two marketing methods is: analyze the user's touch with template messages in the station, for example, simulate a user's click behavior-Table 4: Template message touch table User ID message total number message type message reading/rate message number+000100/00 member number 67 (67%)/kloc-0. 55% of users read the message push, but did not join the membership. Consider whether these users have not successfully converted, which is the reason for pushing the copy. In addition, the membership system also needs to be operated in combination with member portraits. Different from fan portraits, the construction of member portraits can increase the dimension of consumption records. The most commonly used is the "RFM model", that is, a member's recent purchase behavior, the overall frequency of purchase, and how much it costs to describe the member's situation. For example, let's simulate a user consumption table -5 Table 5: User consumption table User ID order records the recent consumption time, purchase times, consumption amount, and consumption capacity. The transaction constitutes the membership level12022-9-202022-110 ~ 7 days, 2 yuan/kloc. Store search 0% a week can be analyzed from the trading behavior of members through Table 5. For example, users with high consumption frequency and high amount who have not made purchases recently can be regarded as key marketing users.