The member operation of cross-border e-commerce community operation is a member-centered relationship maintenance, and the membership system and precise operation promote each other. It is recommended to consider from three dimensions: member activity operation, content operation, and service care.
1. Member activity operation Member activity operation is based on member activation, conversion, and repurchase, with the purpose of increasing member activity, improving member conversion rate and repurchase rate. Member-exclusive periodic activities are an effective way to promote member activation. Activities need to be combined with other member rights, such as member-exclusive coupons, member-exclusive gift packages, and member-exclusive prices/discounts. Member discounts can be used to improve member conversion, and member full returns can be used to improve member repurchase rate.
It should be noted that most of the content of activity operation needs to be carried out using an enterprise-level CRM system, and Alibaba International Station backend does not have relevant functions for the time being.
2. Content operation
Through content marketing, differentiated communication with members can be achieved. According to Alibaba International Station customer survey, 49% of large buyers are interested in industry news, industry trends, and trade data. In addition to product promotion, brand concepts and service tips can also be regularly delivered through content operations. True View video is an important channel for content operation on Alibaba International Station.
3. Service care
Service care is an indispensable part of member operation. Merchants can strengthen the emotional connection with members through professional answers, personalized holiday care, live interaction and other forms. Harmonious interpersonal relationships will encourage buyers to maintain business relationships with stores, and once emotional connections are established, it will be difficult for competitors to use price incentives to snatch customers. It should be noted that most companies currently do not have differentiated product and service capabilities. Member operations may improve operational results in the short term, but long-term competition still depends on supply chain efficiency.