Store fans are customers who follow the store and are an important part of the store’s customer base. Sellers can further interact with fans through Fans Tong in the Alibaba International Station backend. Fans Tong is the backend for sellers to create content. These contents (product information, marketing discounts, etc.) are efficiently reached to overseas buyers through the Feeds channel of the buyer’s Alibaba.com APP. Therefore, Fans Tong is a self-marketing position for merchants to independently display products, corporate strength and other business dynamics. It is an effective tool to gain the attention of new buyers and secondary visits and promote efficient conversion of business opportunities. Fan operation through Fans Tong generally includes the following steps.
1. Fan accumulation and basic information research
Before fan operation, it is necessary to do a good job of fan accumulation and resource accumulation.
Click “Customer Tong” → “Fans List” commands in sequence to view the fan data of the entire store.
Store fans are divided into three types according to the file establishment status: unfiled customers, filed customers, and waiting to exchange business cards.
(1) Not yet registered as a customer: fans who have not yet been converted into customers. Fans can be converted into customers after completing business card exchange, inquiry, TM consultation, order, etc.
(2) Registered as a customer: fans who have been converted into customers through business card exchange, inquiry, TM consultation, order, etc.
(3) To be exchanged business cards: fans who have not been registered in the customer channel and have not exchanged business cards. After exchanging business cards, fans will be automatically registered as customers, and they can be contacted and followed up with one-to-one and continued to operate.
For merchants, the number of fans is an important customer asset of the enterprise. Therefore, in the daily operation of the store, in addition to focusing on inquiry conversion and transaction conversion, we should also pay attention to the accumulation of the number of fans.
2. Fan Research
In-depth understanding of the interests and hobbies of the fan group, using the fan channel can analyze the detailed information of fans, including fan name, follow-up time, country/region, purchase category, registration status, in-store footprint, and business card exchange status. As shown in Figure 7-26, based on the analysis of this information, we can derive a series of characteristics of the fan group, such as interests, consumption habits, and ways of thinking.