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酒企如何切入社区电商运营?

2020-12-29 08:13  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

我们要提前说明,我们总结的社区电商是基于酒庄模式为前提,并非完全是基于小B端为核心的社区采购平台。

XIANZAITIDAOSHEQUDIANSHANG,WODEZONGJIEJIUSHI:

“YISHEQUTUANZHANGWEIZHONGXINZUCHENGDETUANGOUFENXIAOMOSHI”。

由于社区电商本质上是一种物理或者心理为前提的低价流量生意模式,因此销售产品大多集中于农产品与生活日用品此类低货值与高频价格敏感型产品。

窃以为,社区电商之所以持续走热,无非是传统的电商平台增长乏力,获客成本极高,在电商大资本的推动下,消费市场碎片化严重,销售形式借助现代信息与物流技术走向精细化操作的过程。

HUANJUHUASHUO,XIANZAIDAJIAZHISUOYIDOUCHENGWEISHEQUDIANSHANGDEYONGDUN,HAISHIYINWEIXIANZAIHAICHUYUBUTIEJIEDUAN,BUJINTUANZHANGYONGYOUGAOEDEYONGJIN,ERQIELAXINYUXIADANLIANGHAIYOUXIANGYINGDEJIANGLI,DANSHIZHEIBINGBUNENGJIEJUESHEQUDIANSHANGDEZHONGCHENGWENTI,BENZHISHANGHAISHIDIANSHANGJUTOUYUTUANZHANGZHIJIANZIYUANHUHUANDELIULIANGSHENGYI。

WOMENRENWEISHEQUNDIANSHANGZHENZHENGDEJIAZHIQISHISHIZHUANYEXUANPIN、XINGJIABIYIJIBIANJIEFUWUDENGNEIRONG。

SHUOWANWODUIYUSHEQUDIANSHANGDERENZHI,NEIMEZUOWEIYIGEJIUQI,HUOZHEJIUZHUANG,WOMENSHIFOUNENGGOUGENDESHANGSHEQUDIANSHANGLAIZUOYIXIECHUANGXINXINGDEGONGZUONI?WODEHUIDASHIKENDINGDE!DANSHIWOMENXUYAOZHUYIJIDIAN:

1、从品类来看,社区电商目前依然是高频生鲜与日常消费品为主,譬如农果产品、米面粮油等居家用品,对于品牌的要求并不高;

2、CONGCELVELAIKAN,SHEQUDIANSHANGMUQIANYIRANSHILIYONGDIJIACELVELAICIJIXIAOFEIZHEDEGOUMAIXINGWEI,LIYONGTESHUQUDAOHUOZHEJITIGOUMAILAIHUODEJIAODADEZHEKOU,YOUXIAOKEHUQUNDEHUOQUFANGSHIDANYI;

3、CONGZUZHILAIKAN,SHEQUDIANSHANGDETUANZHANGWUYISHIGUANJIANREN,TUANZHANGDEGERENZHUANYEXINGBEISHUSHISHEQUNEIXIAOFEIZHEYUANYICANYUGOUMAIDEZHONGYAOTUIDONGLI。

社区电商的以上特点给我们许多启发,同时也为酒类产品的销售提出许多新的要求,其实我们在酒庄“1234新价值体系”中特别阐述了“一个社群”与“1+1模式”的营销价值,这里面就包括了社区电商的运营思路与实操方法,如下:

01、先统一思想再建立组织

JIUZHUANGYAOQIERUSHEQUDIANSHANG,JIUBIXUXIANZHUANBIANJINGYINGSILU,NEIJIUSHIWOMENJINGCHANGSHUODE,BAZIJICONG“CHANPINXIAOSHOUZHE”BIANCHENG“JIAZHITIGONGZHE”,PAOQICHUANTONGDEMAIHUOSIWEI,GUANCHEFUWUSIWEI,CONGZHUIQIUDUANQIDECHANPINLIRUNHUOQUBIANCHENGXIAOFEIZHEDEZHANGQISHENGHUOHUOBAN。

DANGQIYEHUODETONGYISIXIANGZHIHOUJIUYAOJIANLIXIANGYINGDEZUZHILAIKAIZHANZHEIXIANGGONGZUO,ZUOWEICHUANGXINXINGZUZHI,GENJUWOMENDESHIJIANJINGYAN,SHEQUDIANSHANGDEYUNYINGRENYUANBIXUYOUYIXIAJIGEQIANTI,1、TA(TA)BENRENDUIYUWANGLUOGOUWUYOUZHEFENGFUDEJINGYANYUYIDINGJINENG;2、TA(TA)BENRENCHONGMANHAOQIXIN,BINGQIEDUIYURICHANGSHENGHUOYOUZHEJIJIDECANYUTAIDU;3、TA(TA)BENRENYAOYOUJIAOQIANGDEXUEXINENGLIYURENRENWEIWO,WOWEIRENRENDEJINENGYUJUEWU。

HENDUOSHIHOU,ZHAODAOZHENGQUDESHIQINGRONGYI,ZHAODAOHESHIDERENHENNAN,ERZHAODAOHESHIDEREN,SHIQINGJIUYIJINGCHENGGONGLEYIBAN。

02、先建立信任再经营生意

MEIYOUXINREN,JIUMEIYOUMAIMAI。

ZHONGGUOSHIYIGESHURENSHEHUI,ZHEIZHONGSHURENSHEHUIJUEDINGLEGERENXIAOFEIRONGYIXINGCHENGGENFENGXIANXIANG,BINGQIEXIAOFEIJUECEFEICHANGYILAIKOUBEIDETUIJIAN,ZHEISHISHEQUDIANSHANGCUNZAIDEJICHU。

QISHIMEIYIGERENDEXIAOFEIDOUBUSHIGULIDE,TADEXIAOFEIZAIHENDACHENGDUSHANGHUIQUJUEYUTASHENBIANRENDEXUANZE,LEISIYU“BIERENYOUSUOYOUWOYAOYOU”DEXINLI,XIANGJIULEIZHEIZHONGXIAOFEIDEDUIBIAORENQUNGENGDUODESHI“KEWANGRENQUN”,ZAIRICHANGSHENGHUOZHONGDAYUESHI“YUWOTONGYANGJIEJI”HUOZHE“BIWOCHENGGONGDEREN”DOUXUANZE,SUOYIWODEXUANZEBUHUICUO,ZHEIZHONGXIAOFEIXINLIBEIHOUSUOWEIDEPINPAI、JIAGEDENGZHISHICIYAOYINSU,GENGDUODESHIRENMENZHUIQIUYIZHONGQUTONGDEANQUANXINLI,TEBIESHIZAIYIGESHEQUNNEIBU(BIRUXIAOQU、XIAOZUDENG),BUTONGDEXUANZEWANGWANGYIWEIZHEMAOZHEWUFARONGRUJITIDEFENGXIAN。

SUOYIJIUQIYAOZUOSHEQUDIANSHANG,SHOUXIANYAOYUXIANGYINGDEMUBIAOQUNTIJIANLIHUXINGUANXI,ERZHEIZHONGHUXINCHULEGONGTONGDEJINGYANYUHUATI,QISHIGENGDUODETIXIANZAIZISHENDEZHUANYEXINGCENGMIAN,YEJIUSHISHUO,WOMENZUOSHEQUDIANSHANGDERENYUANBIXUSHOUXIANYAOCHENGWEISHEQUHUODONGDEJIJICANYUZHE,JIANLIXINRENGUANXI,WULUNSHIZISHENZHUDAO,YIHUOSHITONGGUOTUANZHANGDETUIJIAN,CAINENGGOUZHUJIANXINGCHENGKECHIXUDEXIAOFEI。

HENDUORENSHANGLAIJIUSHUOYAOYUTUANZHANGGAOHAOGUANXI,BINGQIETONGGUOFANLIYUHUILUJINXINGLIYIKUNBANG,ZHEIZHONGZUOFASHIFEICHANGDUANSHIDE,CHIXUDESHENGYICAISHIMAIMAIDEGUANJIAN,TUANZHANGYESHIYIKAOGERENZIYUANLAIWEICHIQUNTIHUOXING,WANGTUTONGGUOGUANJIANRENLAIZHIJIEQIAODONGXIAOFEISHICHANG,BUJINHUIJISUDEXISHITUANZHANGGERENZIYUAN,RONGYIYINQIFANGAN,ERQIEDUIYUZHENGGESHEQUDEZHANGQIFAZHANSHIYOUHAIDE。(SUIRANWOQUESHIKANDAOZHEIZHONGJIGONGJINLIDEXINGWEIPUBIANCUNZAI)

03、先提供价值再索取利润

YOUBUHEJIUDEREN,MEIBUYONGJIUDEJIATING。

ZHONGGUOJIUSHIQUYUWENHUADEZAITI,SHISHEJIAOCHANGJINGDECHANWU,BINGQIEJIULEIXIAOFEIJUYOUMINGXIANDEJIETIXINGYUQUYUXINGTEZHENG,ZHEISHIJIULEISHEQUDIANSHANGNENGGOUFAZHANDEGUANJIAN。

ZHENGRUWOQIANWENSUOSHUODENEIYANG,ZHONGGUOJIUBUTONGYUSHUIGUO、MOBUYUCAIDAO,TADEXIAOFEIJUYOUSHEJIAOXINGTEZHENG,HUANYANZHI,NIMAISHENMEJIU,BINGBUSHIMAIJIUDEXIAOFEIZHEJUEDINGDE,ERSHIXIAOFEIZHEDESHIYONGCHANGJINGJUEDINGDE。

DUIYUZHONGGUOJIUDEXIAOFEI,QIZHONGHENZHONGYAODEYIDIANJIUSHIJIEQINGYONGJIU,WULUNSHIJIATINGDEHUNSANGJIAQU,YIHUOSHIGERENDESHENGSHOUXUEQIAN,ZAIHUOZHESHISHANGWUYONGJIU,YINYONGYEHAO,LIPINYEBA,BENZHISHANGDOUSHIYOUYUEDINGSUCHENGDEPINPAIPIANHAO。

ERDUIYUHENDUOJINGGENGYUBENDIDEJIUQILAISHUO,LIYONGSHEQUDIANSHANGMAIJIUYAODONGDEKEZHI,PINFANDECUXIAOTUIJIANBUJINHUIDAOZHIBUCUBUXIAO,SHENZHIHUIDAILAIPINPAIFUMIANRENZHI,ZAIRICHANGDEYUNYINGZHONG,YAOCEZHONGYUYONGJIUZHISHIDECHUANDAYUJIAOYU,BINGQIEJIEHEQIYEDEQINGKUANGZAIQIADANGDESHIJITUIJIANQIADANGDEJIU。

DUIYUSHEQUTUIJIANCHANPINYAOYOUQUGE,BINGQIECHENGWEI“XIAOFEIZHEYONGJIUWENTIDEFUWUSHANG”,ZHEIJIUSHIWOMENZUOJIUZHUANGYIZHIZAIQIANGDIAODE,NISHIBENDIDE“JIUZHUANJIA”,NIDEQUANWEIYIDANJIANLIJIUYAOWEIHUHAO,BUSHIMEIYIGERENDOUGUANXINJIU,DANSHIDANGTAMENXUYAODESHIHOU,TAMENDIYIGEXIANGQINI,YINWEI:

BIERENZENMEKANNI,JUEDINGLENISHISHEI。

SHUOLEZHEIMEDUO,QISHIGUANYUSHEQUDIANSHANGDEZUZHI、GUANLI、CHANPIN、CELVEYUFUWUNEIRONGSHIFENPANGZA,DANSHIWOMENRENWEI,WANBIANBULIQIZONG,SHEQUDIANSHANGSHISUIPIANHUAXIAOFEIQUSHIXIADEXIFENSHICHANGYUNYING,DUIYUZHONGGUOJIULAISHUO,JINJINSHIJIERUXIAOSHOU,YIKAODIJIACELVEDENGSHIWUFAWANCHENGCHIXUXIAOFEIDE,ZHIYOUJIANLIZAIJIAZHISHUCHUDEJICHUSHANGDESHEQUDIANSHANG,BINGQIESHIXIANBENDIHUADESHEQUNJIANSHECAIYOUYINGXIAOJIAZHI。

ZUIHOU,WOMENRENWEIJIUZHUANG“1+1”MOSHIYIRANSHIJIAJIESHEQUJIULEIDIANSHANGDEGUANJIANSHOUDUAN。

    关键词:酒类营销 社区电商  来源:蔡学飞营销工作室  蔡学飞
    (责任编辑:程亚利)
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