How to realize the commercial value of the community, there are mainly five steps.
1. Free traffic diversion
Most people are skeptical about unfamiliar things, but if the merchant provides free opportunities, people may be willing to take a look and try it out, and the community can use this method to divert traffic.
2. Low-consumption conversion
The so-called low-consumption conversion is to convert through low-end consumer goods. After the diversion is completed, it is best for merchants not to sell products directly, so as to prevent users from having negative emotions and quitting the community. This requires building a sense of trust in the early stage, such as setting up a low-threshold, paid product, allowing users to have a preliminary experience, and observing everyone’s willingness to pay in the process. Once users come in, they will be promoted and introduced to them, giving play to the role of the community, establishing a deep connection, and thus strengthening users’ sense of identity with the product.
3. Medium-end consumption promotion
The so-called medium-end consumption promotion is the promotion of medium-end consumer goods. The use of this method is mainly used to examine users’ willingness to participate. When a merchant tries to raise the price of a product, for example, from a few hundred yuan to a few thousand yuan, and there are still users willing to pay for it, then a user profile can be made to determine that they are the target users. At the same time, it is also known that the community members have a good sense of trust in the community and dare to realize it.
4. High-end consumption stimulation
The so-called high-end consumption stimulation refers to stimulating the purchase of high-end consumer goods. According to common sense, users generally will not buy products that merchants directly push to users. Only after experiencing the product and having a certain product awareness, plus sufficient consumption capacity, will users have the intention to buy expensive products. Therefore, users can be screened layer by layer through community operation and product improvement in order to carry out precision marketing. Put yourself in their shoes. If a user experiences the professional service provided by the merchant, he will feel that it is worth spending any money on something that he would not consider buying before.
5. Benefit sharing
In order for the community to form a closed loop, it is necessary to share good things with users who are willing to fission for you. Some users are interested in benefits, so give them more discounts; some users are concerned about services, so provide more high-quality services. That is, by customizing certain rules, we can conduct the process of diversion, low-consumption conversion, medium-consumption improvement, and high-consumption stimulation again, so that the whole circle can continue to operate. In the Internet age, users are supreme, and the cost of maintaining users is also increasing. Therefore, what the community needs to do is to give users a product experience scenario, patiently serve users, consider from the user’s perspective, and not rush for success. Cross-border e-commerce companies need to establish their own communities, identify target customers, and establish a sense of trust, thereby providing a foundation for realizing community commercialization.