For Internet companies, the number of users is very important, which is the beginning of all commercialization; for retail companies, the size of the traffic pool is also very important, which is a key determinant of the GMV ceiling.
Traffic may have bottlenecks, and new traffic needs to be supplemented; this article aims to expand the traffic pool, to talk about the past and b2c email list present of external channel cooperation, and to provide a problem-solving idea for expanding the traffic pool, as well as the life cycle of channel cooperation.
1. The composition of the flow pool
The composition of the traffic pool can be divided into two categories: internal (online, offline: more reflected in retail companies) and external:
1. Composition of internal channels
Internal-online: It usually refers to fission and newness through the users who operate the original traffic pool.
Commonly used means:
word of mouth effect;
Self-fission model (inviting polite, bargaining, opening red envelopes, fighting luck, etc. are all classic models, which have been b2c email list tried and tested repeatedly);
Content/service fission (for example, Jay Chou paid 3 yuan in QQ Music for "Say No to Cry", if fans and friends want to listen to it, they need to pay 3 yuan for QQ Music, and they have to download and register QQ Music to listen to it. fission of services).
Internal-offline: usually refers to attracting users into the traffic pool through its own offline contacts, of course, the premise is that there are offline contacts; the total offline retail consumption accounts for nearly 80% of the total social retail consumption, it can be seen that offline The importance of the market is why Alibaba and Tencent are vigorously expanding the offline consumer market.
Commonly used means:
Offline materials and signs are a long-term advertisement;
Users entering the store to b2c email list guide customers to register as members and join the community are important steps in the precipitation of the traffic pool;
The handbags and packaging materials provided by the store are all walking billboards;
2. Composition of external channels
External: usually refers to the diversion of its own flow pool through external channels. Commonly used means:
Advertising cooperation, the efficiency of ROI must be calculated well;
Equity cooperation, resource replacement type;
Joint cooperation, this is the popular way of Uniqlo and BE@RBRICK, you must remember that the joint T-shirt of Uniqlo and kaws is a means of blessing the brand traffic through the IP of kaws;
In my opinion, the 3 major values ​​of co-branding cooperation, too many joint-names are for self-esteem, and do not think clearly about the meaning of cooperation before starting:
Worthy of traffic exchange, the era when traffic is king
Increase sales amount and make money is the last word
To enhance the brand potential, it is necessary to cooperate with strong IP; the joint name of Uniqlo started from kaws, and many of them are not well-known before and now; at the same time, the joint name of Liushen similar to RIO is purely for gimmicks and is worthless to the brand itself.
2. What is channel cooperation?
1. Basic Definition of Channels
Channel (place), in the field of modern business, is extended to mean the sales/circulation route of goods, the path through which products or services are transferred.
2. Types of channel cooperation
In our view of the traffic pool today, the channels centered on expanding the business or the traffic pool can be simply divided into two categories:
The channel that sells goods is called the sales channel (upstream to dowmstream upstream and downstream partnership): in the division of corporate functions, this group of people is called sales, and KPI is clearly defined as the sales of the company's products, and the outcome is determined by sales.
The channel of service connection is called business channel (peer to peer partnership): In the division of functions of the enterprise, this group of people is called business, more inclined to business operations, KPIs are related to business development, and their responsibility is to connect external partners and achieve business KPIs , not necessarily based on sales, but may be the number of members and brand voice.