From the perspective of today’s consumer market, how should cross-border e-commerce import marketing be conducted to achieve low investment and high output, and to provide users with the best experience? The answer given by Zhiwei Wine Magazine is: precision community marketing.
1. Case Background
Zhiwei Wine Magazine is a startup company that focuses on providing wine lovers with relaxed wine culture, professional wine tasting knowledge, practical wine buying suggestions and wonderful tasting experience. Since its establishment, Zhiwei’s promotion and content have always been centered on the community. Through Zhiwei’s professional, vertical wine media content and offline wine education system, Zhiwei Wine Culture Community has gathered more than 500,000 wine lovers.
2. Community Operation Plan
The community has been established, how should it be operated? Zhiwei does not want to simply collect the contact information of all members to make an address book, or send group advertisements within the community, as in the traditional way. Zhiwei believes that community marketing is a community built on personal preferences and consumer characteristics. In terms of value-added services, “commercial incentives” should be appropriately avoided, and “emotional maintenance” should be adopted to sublimate the relationship between customers, manufacturers and brands.
Zhiwei collects data such as the interaction behavior and content preferences of all community users with Zhiwei through content tags. Whether the user reads a WeChat article with specific content, participates in a wine tasting event with a specific theme, or buys wine or peripheral products recommended by Zhiwei, Zhiwei can record it.
Through long enough data collection, Zhiwei can classify users through structured information and organize users together through topic communities of different themes. For example, users who have read a large number of articles about Italian wines, or users who have participated in Italian wine tastings organized by Zhiwei, will be invited to join the “Zhiwei Pasta” group. In this case, wine lovers will be included in at least one community group in a networked manner by communities of different themes. In this way, precise grouping makes the community very active and provides an effective channel for sending content information and product marketing content that users are interested in in a precise and targeted manner.
At the same time, based on the mining of a huge fan data system, Zhiwei can send completely personalized promotional information to its fans. For example, Zhiwei can set automatic process rules to allow the system to automatically send promotional information to users who have participated in entry-level wine tastings in the past month. The training course customers are sent training information of the intermediate wine training course. Such personalized and differentiated information push greatly increases the possibility of fans purchasing and reduces the cost of information push.
Zhiwei also uses the platform’s activity scoring function, and the activity scores of users with frequent interactions will increase. For users who are not active enough, some content with the purpose of “recall” is pushed to reduce user churn. Within 3 months, the activity of fans increased by 55%.
3. Implementation effect
By using a variety of marketing functions and analysis tools, Zhiwei has achieved all-round and precise community marketing. The stickiness between customers and the Zhiwei community platform is very high, and the emotional maintenance formed in the long run is much more solid than commercial discounts such as “500 points for 5 yuan consumption”. Zhiwei Wine Magazine’s personalized and precise marketing based on data mining makes the Zhiwei community unique and achieves a win-win situation for users and enterprises with the highest return on investment.