What is your understanding of the community?

Each of us has various types of WeChat groups on our mobile phones, including classmates, parents, owners and friends. ...

There is a popular saying now: in the community era, if you don't circle people, you will be circled!

In fact, community is not a new concept, it has existed since there was a human society.

For example, primitive people knew how to live in groups, and each tribe had a leader to resist the dangers brought by the outside world.

Nowadays, there are countless online star fan tribes, post bars, interest groups, offline communities and even dancing aunts are all small communities.

If Li Bai and Du Fu lived in this era, they would be the founders of a certain society, with refined powder all over the world!

After decades of development, China's economy has moved from the pc era to the mobile Internet era.

Many businesses are not doing well. They always think that fierce product competition, rapid development of e-commerce, increased costs and more and more expensive traffic are the reasons.

The essence is not to keep up with the rapid development of business and find the fundamental direction and method.

Traffic is the basis of all business models, and traffic is king, which is applicable to all businesses.

The entrance of traditional commercial traffic is:

1, Sina, Netease, Tencent, Sohu and other portals.

2. Search engines. Many people bid through Baidu and SEO search.

In the era of mobile Internet, the portal of traffic is no longer portals and search engines, but social media.

In this era, anyone can say what he wants to say at any time, let everyone see it, and even spread it spontaneously and unrestricted through social networks.

Self-media (we call it social media) with three social attributes, WeChat, Weibo and qq, account for 80% of the traffic.

The quiet change of traffic entrance also directly leads to the reconstruction of business model.

Community is the biggest entrance for traffic and the best outlet for future business.

The rise of the community has given us new opportunities.

Community is not only the entrance of traffic, but also the inevitable business model.

Maslow, a famous scholar, pointed out that people's needs and community are the carriers to meet all people's needs, such as love and connection, certainty, satisfaction, importance and physiological needs.

Community operation and community realization are the core links, and the key to community operation is to operate the scene around the focus of the community.

It satisfies the needs of members in the community and directly determines the vitality of the community.

The core value of community is realization.

In other words, in this era, whoever has his own precise sticky community will have the ability to command governors from all directions, thus having tenacious vitality and combat effectiveness.

Obviously, any company in the future will take the community as the highlight of development, because this will be the core competitiveness of the company.

-Master thinking behind social economy

Marketing guru and kotler said: An enterprise only does two things, one is marketing, and the other is innovation. When I was young, I didn't know much about it. I always feel that the master's exposition is a mere formality and too superficial. With the growth of age and the precipitation of years, I have some insights to share with you.

The so-called innovation refers to technological upgrading, social and economic development, and changes in people's consumption concepts and behaviors ... The internal system of the enterprise is modified or even changed based on products, including marketing, service, operation management and many other aspects, which is purely internal behavior of the enterprise; What is marketing? Marketing is a purposeful interaction between enterprises and customers, which is essentially a kind of value transmission. ...

Let's talk about the hot business form now: social economy. My understanding is that the focus is on the same value-that is, the early fan economy. When it matures, it becomes a group business model with the same interests or needs. The traditional business form is to innovate (products) first, and then start marketing; Social economy is an effective link of marketing first (gathering people to reach an understanding of interests or needs), then creating products (innovation), and then completing O2O ... The essence of this phenomenon is the integration of the advantages of existing online and offline models, which also announces the arrival of the personalized era!

The development of community economy has brought great impact to the traditional business model, but it also provides a reference direction for the adjustment of the traditional business model. ...

The tide of the times is surging, which is undoubtedly a revolution. ...

To fearless you: customers are your indissoluble bond in this life; There is no smooth road to sales. What you care about is not me, but the light in your heart. ?

Welcome to pay attention to the "show" and update the community dry goods articles every week.

The community robots with the value of 199 yuan will be delivered free of charge within a limited time, and you can get them by replying to 1.

1. First of all, it can solve at least one fundamental problem for users.

"If I am a user, why should I join this community?" This is a problem that every community owner needs to think deeply. If he can't convince himself, it's impossible for others to buy it.

Take Zheng 'an Calligraphy Class Community in Hangxiu Community as an example. Zheng 'an Calligraphy Class Community provides one-stop services from calligraphy classes to calligraphy tools, and is also equipped with professional calligraphy teachers to ensure that every student who joins the group can gain something. If the fundamental problem is solved, the community will naturally develop for a long time.

Secondly, there is a long-term goal within the community.

If the community operation is only to harvest leeks, it is doomed to be short-lived. A community that can make long-term plans, encourage members to expand voluntarily and buy back many times will have a longer vitality.

Take "Knowledge E Station" in Hangxiu Community as an example. As a large-scale event operation community in Shenzhen, Knowledge E Station organizes about 10 events every week, covering many areas of interest. By joining their members, you can get preferential privileges to participate in activities. The higher the long-term value provided by the community, the higher the motivation of members to join the community, so that the community can develop for a long time.

3. Then, there are clear grouping rules.

A clear and definite group rule can play an important role in restraining the members of the group. When the environment of a community has been very good and no one sends small advertisements indiscriminately, the value of WeChat group can naturally be guaranteed.

On the other hand, if you turn a blind eye to violations, such as letting offenders forward small programs and links unrelated to WeChat group, in the long run, people in the group will continue to follow suit, and slowly there will be more and more spam messages in the group. This WeChat group is not far from extinction.

Since the group rules have been formulated, they should be carefully implemented, and the group friends and the group owners should supervise together. Only when everyone abides by the rules within the group can the community develop for a long time.

4. Finally, be good at using tools and resources to run the community.

Many operators believe that community operation is actually to pull a bunch of people into the group, and then brag about it casually, and the group friends pay. Imagine, if we can do a good job in the community by this alone, community operators may have realized wealth freedom long ago.

Community operation is a long-term process, and the achievement can not be achieved without the use of tools. A community tool with marketing, management and precipitation can help community owners save a lot of energy and let them focus on the expansion of external resources. Imagine that you can manage more than 20 communities at the same time just by accessing community robots. How much time and energy has this saved for the community owners? Not to mention other functions.

With the right tools, community operators can better let go of their fists and feet, and the probability of community success is higher.

Welcome to HelloXingXio, where there are not only dry goods, but also free social robots.

Community operation drainage-transformation-repurchase-fission-self-operation

Drainage: Buy products for the first time through a physical store, and add accurate people by using the mode of WeChat plus friends' payment and preferential treatment; Through the mode of outdoor activities promotion, people are widely added, and unsuitable people are eliminated with products in the later stage; MLM ladder profit sharing drainage mode, through the profit sharing (commission ratio) in the small circle to the leaders, the leaders will distribute a small part of the profits, and continue to promote drainage under the profit sharing mode.

Transformation: Different communities have different perceptions of purchasing power, so the transformation in the early stage of community marketing is very difficult and needs constant contrast. Through several successful sales, it is concluded that each community member is highly concerned about what kind of products, has a strong desire to buy, and what is the buyer's unit price. Each community has its own characteristics, and the unit price of products and customers promoted by different communities is different. A successful product promotion case in a community is only suitable for a community and cannot be mechanically copied. Among them, the role of promoting "child care" in the early stage runs through the audience, and the number of "child care" per 100 members is roughly 5~8, and the avatar and screen name are frequently changed.

Repurchase: the most important part of community marketing, which can also be called "habitual purchase", enables members to form non-annoying buying habits through regular activities every day, week and month. Remember to sell it indiscriminately. It is expressed in the form of regular activities, such as 8: 00 pm from Monday to Thursday as the single product spike day, and a product is produced. Limited time, limited price and limited supply. It is best to have a product with high reputation and high unit price profit. Friday evening at 8: 00 is the bargain day for member gift packages, and several products are combined into gift packages, which are presented by means of pictures and nutritional values of products. For the same address, the more points you buy, the cheaper it is. For example, if two people cut it, it will be 90 yuan/share. Three 85 yuan, five 75 yuan, and so on. Product selection, product description, pricing, activities, etc. It is very important in this link of repurchase. The best product mix is several flow products plus 1~2 profit products.

Fission: set up a member promotion day on a certain day every month, and add it by recommendation and direct code scanning. Each member introduces new people, and after purchasing products, they will be given rebates, direct rewards or gift packages for new people. Each new person buys one and gives it to a recommender. Through the above rhythm, make small changes constantly. After reaching a way suitable for each community, you can operate on your own. Community marketing can copy the framework, but not the template. All links should be easy to understand, easy to operate and interesting. After the framework is established, different problems will appear in different communities, which is a good thing and can be solved in time.

The ultimate direction of the community is business.