I'm still a little famous at the electric shock meeting. I was nicknamed the first person in the electric shock meeting. A relatively large creative project I have done in the past two years came from an investment company, and then I participated in many projects according to its career plan to realize e-commerce in the community. In this process, we constantly carried out actual combat and gained a lot of experience. I think the secret of WeChat business operation in 20 19 community is to know his past life, logically disassemble and resume operation, so I think in my marketing knowledge system, Tao, technology and device are the core, and Tao is mindfulness. We always think that the right idea will bring the right result. I think every marketing has its underlying logic, so I emphasize here that marketing can only be done well by combining Taoism. 1 We must solve the first thought if we want to do a good job in WeChat business. What kind of business is suitable for community? (Road) You must have these three cores. First, high profit margin, of course, 80% of WeChat business products are high profit, and agents and distribution at all levels are in line with high profit margin; Second, the purchase rate is high, such as various beauty products and big health products; Third, the decision-making threshold is high, such as our electric shock. The high decision threshold means that users need to get enough information to make decisions. For example, a mother has just moved to a community and wants to find a kindergarten for her children. It is bound to be a high decision-making threshold by letting friends around and owners of the community get enough information to make decisions. The second is our business situation. At present, the real economy is sluggish, the labor cost and rent are high, the homogenization is serious, the competitive pressure is high, the online e-commerce platform dividend disappears, the traffic drops, the opening rate is low, the WeChat business is fierce, and the reputation is poor, resulting in no one in the circle of friends; The cost of online traffic is getting more and more expensive, and the channels for obtaining traffic through a large number of centralized exposures are getting narrower and narrower, and the sales volume is flat or even declining, which makes operators and business owners at a loss. The effect of traditional marketing methods is getting worse and worse, and the flow loss is serious. The original customers who bought things have disappeared, because the cost of an accurate user is probably 120 yuan to 300 yuan, and some are special and even more expensive; On the contrary, the social e-commerce platform is surging, Pinduoduo is listed, the global catcher sales are amazing, and people are spying in the circle of friends every day. Ordinary people use social networks to sell goods to acquaintances to achieve _ diaosi counterattack and realize self-employed people in the new era. This is the best time for self-employed individuals to achieve themselves. Changes in China's 30-year marketing style Now let's talk about the changes in China's 30-year marketing style. Our initial physical marketing was to smash advertisements, invite celebrities to speak for us, hold investment promotion meetings and build channels. His characteristic is that he can't contact users every day. The representative here is Ye Maozhong. Even though he is still famous, the current hornet's nest is also his trading project. After 2000, Internet marketing in the PC era was firstly a means of obtaining information through active search. When I shop in Taobao JD.COM, I also need to search what I want on Baidu. People search for goods, smash advertisements and concentrate on channels. There are only a few channels. At this time, it becomes a big channel, and the bombing of big advertisements occupies the minds of consumers, and the cost of choosing time is very high. Small and medium-sized enterprises simply cannot compete with these large enterprises, which also leads consumers to passively accept brand promotion. Its characteristic is that it can't reach users every day, and the representative is Baidu JD.COM Taobao; Later, from 20 1 1, I bought a smartphone for the first time. At this time, I entered the era of mobile Internet. In the era of mobile Internet, marketing channels are widely dispersed, and there are hundreds of various apps, and everyone has their own favorite app. Fragmentation is serious, and everyone is scattered from the media. In some third-and fourth-tier cities, many people only have two or three hundred friends. The reconstruction of acquaintance community makes it possible for acquaintance credit to play a role in the commercial field. Therefore, we believe that people are both consumers and communicators, and they become the nodes of credit communication, which shortens the marketing path. The representative figure inside is WeChat Business, a social e-commerce. What is the reason behind all this? The biggest business dilemma in China is that traffic has become more expensive. We have entered the post-traffic era, and the Internet has entered the second half. It must be the trust economy. The essence behind expensive traffic is expensive transaction, and the essence of expensive transaction is high transaction cost, that is, high credit cost. There will be no shortage of products, overcapacity, channel surplus and competition surplus in China. The traditional marketing model has been unable to help consumers reduce transaction costs. We replaced the brand advertisement with an acquaintance recommendation, which is an iteration of search and a sieve of the shortest path for decision makers. We got a lot of results from the search, and then we had to spend time comparing and reading reviews before deciding to buy. In addition, many users in the fourth and fifth lines and rural areas can't even search, or even know the name of the product, so recommendation is to help users do subtraction, and to reduce the difficulty of users' selection and save users' time by watching relatives and friends use and eat. Let users influence users, which is the basic logic of community marketing in WeChat business. Where commercial credit is lacking, acquaintance credit is a more effective way to reduce transaction costs than commercial credit; Consumers are both buyers and disseminators, a credit dissemination node, and a business model based on social media and sharing; Merchants, such as Pinduoduo and Luckin Coffee, must learn to use acquaintances' credit to get traffic and stand out in the post-traffic era. How to use acquaintance credit to establish your own business logic? Enterprises should manage their own user relationships and build their own super user assets. The traditional marketing method is traffic thinking, and now it is synonymous with inefficiency. The cost of establishing brand credit has exceeded the income of the transaction (single fan 120-300 cost, WeChat direct sales); In the post-traffic era, commercial credit is invalid, so we must establish our own super-user traffic pool. The core of establishing acquaintance credit transaction mechanism for enterprises is the number of "super user assets" they have; The accumulation of brand super users of enterprises is divided into three parts. First, we should divide our existing users or customers into core layer, influence layer and peripheral layer, that is, super users, loyal users fans and ordinary consumers; Second, enterprises should also have sufficient operational capabilities to shape the temperature of their own brands and directly link with users, rather than through channels. They can constantly create emotional topics in a scene (WeChat group), say what the other party wants to say but doesn't, and express it for him. This is the most efficient way of communication, in order to win the favor of more people. For many people now, they don't care how expensive the goods are, but whether you are interesting or not. Luo Zhenyu said, I agree with him. When a person is interesting, I will pay for his goods. The third is to create a sense of participation, which means playing with them. Participation can bring a sense of accomplishment and belonging and create an atmosphere with temperature. We eat, drink and have fun together, sell goods by the way, and finally realize the loyalty of fans to the brand and then generate sales. Why do enterprises choose community as the first choice to operate super-user assets? Do it yourself, get plenty of food and clothing, and get many new links. Many years of users of enterprises can accumulate in their own communities, and cultivating old users can tap the lifelong value of customers. It is easier to form a word of mouth in the community and can form a herd effect. Everyone's shopping path is shorter, and the feedback effect can be directly seen in the group. If customer service is done well, it is easy to win trust. In the community, brand awareness can be strengthened and the arrival rate of various promotions is very low. Participation can make users more sticky and support the optimization of direct selling products the next day. Once a group is successful, multiple groups are copied with a set of standardized actions. How do we manage these groups? We support a group of big B's first, then the big B will support their little B's, and then the little B will support their little B's below. Layer by layer, we guide them with unified values and bring them together with such a division system. We must understand that the operational capability within the community is the core value. We believe that in the era of mobile internet, it is an irreversible trend to replace commercial credit with acquaintance credit, because enterprises that use traditional marketing methods to build brands and occupy consumers' minds will soon find that they can't afford the cost of building brands, which is unacceptable. Then the best scene and the best way of existence of acquaintance credit cultivation system and acquaintance credit consumption is community, which is the field of new retailer's freight yard theory. We constantly output various values in the scene. Of course, the pleasure of talking on the same frequency can be a good commodity, and it can also be used to divide the community into different groups to manage different customers. Bring people with the same needs and characteristics together to form a circle and provide solutions to meet their needs. For example, in some small communities that will be divided by electric shock, Mr. Gong has not restricted the development of these communities, which also proves that the height and pattern of Mr. Gong are different, and the specific needs of each circle are different. The trend of hierarchical management, that is, consumption classification and consumption upgrading in the private sector, is becoming more and more obvious and has existed for a long time. In addition, playing in groups and creating a sense of participation can easily form a sense of brand identity and bring new retail closer and closer to consumers. 2 Art Community WeChat Business Trilogy (Art), one is to accumulate your potential energy and your fans, that is, to accumulate your potential energy. Just like when the WeChat business was not recognized at the beginning, Teacher Gong kept accumulating. From one or two hundred good people in previous years to more than 1200 people now, we can see the importance of accumulating potential energy, your articles, your lectures, and you. The second is to launch your products, start from yourself and find the products you recognize. If you are a skin care expert, you can find your favorite skin care products to sell. If you are a sports enthusiast, you can also introduce your favorite products to fans. The third is to manage your community well, accompany customers to grow up with the community, like the road and sorrow, and make yourself the best spokesperson for the life view that fans believe in. List of process steps, positioning, 2, top-level model design, 3, seed user screening, 4, product planning, 5, training and empowerment system, 6, community WeChat business operation system construction (internal operation team of the company), 7, community WeChat business grading system construction (trading platform and sharing system), 8, community WeChat business ecological model construction, creating opportunities. What we emphasize is the training and empowerment system, which is the key factor for the success or failure of WeChat business. I think that the WeChat business is doing well now without exception, and many small and medium-sized WeChat businesses have failed because of this training and empowerment system. There is no way to make money without marketing training for the bottom agents. Therefore, with agents, we will teach them how to do online sales step by step, and then they can work offline later, and grow up with them with great returns. At the same time, a healthy community WeChat business market is also inseparable from the support of an efficient community WeChat business operation team. The company is the mother's home, which can provide consumers and agents with a good shopping experience and after-sales protection, promote repurchase, and not promote community stickiness. It is necessary for members and fans to have a place to buy in buy buy, and only when they have a deal can they continue to make a deal, and only when they have a deal can they have more opportunities to become super users. Therefore, a set of perfect and stable online trading system and profit sharing mechanism of software system are the core support. Building a community WeChat business 3.0 collaboration model, training community operators, allowing them to operate new groups independently, can also help potential agents to export a set of gameplay, help them operate their own communities, provide services within their power, and return big profits to him. Greatly mobilized the enthusiasm of ordinary entrepreneurs. The gameplay characteristics of WeChat business in the whole community are innovation, promotion, retention, transformation and finally fission. The most important thing to do community WeChat business is how to make the community we operate alive. There are the following criteria: entry threshold, sense of ceremony and belonging, group rules and publicity, sustainable topic, playfulness and fun. This is related to the post of community operation. The first is the post operated by community users, the second is the post operated by community activities, and the third is the post operated by content. It is most important to grasp the three positions of community WeChat business. Build your social WeChat business platform, export products, and distribute them at three levels, so that your members can buy them in buy buy and earn money. We will definitely build some platforms in the community for them to buy things, such as Zan, Dianke, Wei Meng and Yun Qi. How can we continue to transform transactions in the community (technical article)? There is trust, participation, information arrival, community momentum and various marketing methods. It is necessary to fully establish trust, recognize shopping malls, goods and after-sales, users participate in the marketing process, vote for the goods they need, fully warm up before marketing, conduct small-scale interaction, and create a hot and tense marketing atmosphere. In addition, how do we do fission in the community? First of all, the threshold is low, the starting investment is maximized, the gimmicks are adaptable, the funnel is small, and participation rewards are set; Set high bait to attract the target crowd to reward, and if the prize is attractive or has a high probability, set up multiple rounds of rewards; The process should be simple, and finally feedback in time, clear the rules of activities in time, and help and guide manually. In the community of WeChat business, we need some useful tools. If you want to do a good job, you must sharpen your knife first. We have wetool, group hook-up applet, package applet, group spell, simple media, new media housekeeper, micro treasure, micro knowledge and so on. Therefore, there must be talents who can use these in our team to better operate the WeChat business of the whole community. There are punch-in tools such as One School, Knowledge Circle, Everyone Show H5 screen document making, small punch-in, whale punch-in, small U housekeeper, community assistant, micro-friend assistant and other good tools to manage the activity of community content promotion groups, gold data, test paper stars, Tencent questionnaire, Mike CRM, form master, etc. are all used for group friend surveys, and there are community voice outlets, cloud notes, which Iflytek heard, and activity lines are specially used for making lines. Send notifications, reminders, etc. , micro-praise, three thousand krypton live broadcast, a good tool specially used for group live broadcast, especially the ip creation of group owners at any time, you can do live broadcast and sell goods without jumping out of WeChat. There are Zan, Diandianke, Yun Qi and Wei Meng, micro-e-commerce shopping platform based on WeChat system, and centralized management system for lifelong customers. Similar software systems include Miduoke, Yutang and Ultron. Fission includes Jin Qunbao, Octopus, Fried Juice, B-store Tuanbao, Yao Xing Tuanbao, media thinking, two-dimensional code live code treasure-applet, forage two-dimensional code and other fission live code necessary tools, islide maker stickers, daily business, WeChat business watermark camera, small secretary, cleaning up zombie fans, cloud explosion powder, broadcasting robot mobile phones or multiple groups of simultaneous broadcasts at school. Above, thank you! Thank you! 20 19 get an electric shock. Come on! Thanks to this guest, Long Fei (community operation coffee). Content finishing: Lian Dongwei joined the electric shock club = joined the electric shock club in China high-end WeChat business circle. Only 1000 members have been recruited this year. There are currently less than 10 members left. You can add my private micro signal gongwenxiang 1 128.