Under the epidemic, how can online transformation be more effective?Suggestions from Sofia, Tata, Chivas and Lin's Wood Industry

2020-02-19 15:37:42 source: Netease home

After the outbreak of novel coronavirus pneumonia, the nationwide delay in operation, and the flow volume of large business super stores and stores, etc., were greatly reduced.The epidemic situation has not yet been clear, offline stores are facing many difficulties in opening, online traffic growth is rapid, many home furnishing enterprises have made efforts online, looking forward to easing the sales pressure of the first half of the year hit by the epidemic.

2On April 17, Netease home specially invited Qian ye, deputy general manager of Sofia marketing center, Zhang Yan, deputy general manager of Tata wooden door, Zhan Junfei, deputy general manager of Minhua holdings in Greater China, and Li Chengze, general manager of Lin's wood brand market to jointly launch "under the epidemic situation"The online salon with the theme of "online methodology of home furnishing enterprises" expounds the online operation practice of enterprises and provides effective ideas for the industry to tide over the epidemic crisis.

Cost theory under the epidemic: stabilizing cash flow and expanding market concentration

There is no doubt that the impact of the epidemic on household enterprises is huge. Sales were basically suspended in the first quarter. It is not known whether the second quarter will return to spring.At present, on the one hand is the conventional operating cost, on the other hand is the capital investment of online channel construction and operation. How do enterprises measure the cost profit and loss?

From the perspective of business operation, cash flow is the most important issue to worry about at present, said Zhang Yan, a member of Tata Mumen.When a business has no cash flow, it is in high risk of dying.Affected by the epidemic, the sales behaviors of Tata wooden door's major customers, engineering and other channels almost all stagnated, only online can play a role, and it is not easy to find customers through online now, and it will not care much about online costs.

Minhua holding Zhan Junfei put forward that the current situation is "the brave win when they meet on a narrow road".It is inevitable that the market will shrink in a short period under the epidemic, but the market share of enterprises must be increased.Zhan Junfei revealed that at present, the online investment cost of Chivas is still within the controllable range.He stressed that we must be brave, not to make money, or even lose money, but we must scale up!At present, the most important issue to be considered is how to get more resource inclination and voice in the market, not the cost.

Online operation status: the blasting effect of marketing strategy adjustment exceeds expectations

In the past, the main function of the online channel of home furnishing enterprises was to drain the stores. The sudden epidemic crisis brought a major challenge to the online construction of enterprises.Many enterprises have been back to work gradually since this week, but most of them have organized online office in advance, so what is the current online strategy of enterprises, and what is the status quo of operation?

According to Qian Ye of Sofia, the impact of the epidemic on the real economy is obvious. From the group system to the dealer team, most of Sofia's key work has shifted to online development.From the operation side, the traditional offline entities are greatly impacted, and online office can basically maintain daily operation.Sofia has transferred its marketing activities to the online market, and regular customer service is also in the process of continuous follow-up.Since the third day of the lunar new year, Sofia has gradually increased its online investment in brands, e-commerce and other aspects. From the effect of the investment, it can be clearly seen that the current period is the flow dividend period.Since February 3, Sofia has organized three online blasting activities in a row, the effect is far beyond expectation.

Li Chengze, a member of Lin's wood industry, said that the Spring Festival was originally a window period for online and fans' operation and interaction. The outbreak of the epidemic forced the group to adjust its original marketing strategy.In his view, online traffic demand is more precise, so the planned entertainment promotion will be contracted, including the drain of dealer stores.In addition, the ten million investment activities originally planned to be built on tmall platform in February were postponed.In view of the current situation, the marketing strategy of Lin's wood industry has been transformed into the in station precision marketing based on Alibaba system platform.For off-line dealers, Lin wood industry has put forward the policies of employee salary, flow drainage, online training, cost price and interest transfer.Before the outbreak became clear, the company's overall business strategy was mainly online precise drainage and offline adjustment training.

According to Zhang Yan of Mumen, Tata, the new crown epidemic can develop the potential of enterprises to some extent.In 2003, SARS accelerated the development of the Internet. Tata had the Internet gene, and went hand in hand with netizens to today.Tata also kept a positive attitude towards the new crown epidemic, and started to promote online activities from the beginning of the new year, and will start the first round of online landing on February 24.According to the data feedback, the current effect is good, with nearly 20000 intention orders.Next, Tata will gradually move forward.

Zhan Junfei, Minhua holding, analyzed the impact of the epidemic on the operation of the group from five aspects, including the fact that the income of offline stores was largely ignored in February, that only one factory was back to work and could not be concentrated on the post, that domestic business personnel could not work efficiently during the isolation period, that the suspension of the supply chain system affected the later delivery, and that the implementation of the marketing strategy and landing plan for the whole year was blocked.But at the same time, he also saw the opportunity of consumer scene education. In the case of anti epidemic isolation at home, the comfort of living room sofa will be more concerned, and the demand for functional sofa will be increased.Therefore, the group's online sales continued to make efforts, and the marketing department began to conduct wechat active marketing training for dealers nationwide from the beginning of January.In addition, since last year, the group has carried out live training on store shopping guide nationwide, and now more than 100 cities are in the process of shopping guide.

Flow bonus period: customer demand will not disappear; content marketing will get customers precisely

At present, powerline is the development consensus of all walks of life.Specific to each industry, how to grasp the flow of dividends for effective delivery and operation, in order to obtain customers to achieve transformation?Four senior executives share their own experience with the strategic practice.

Tata Mumen Zhangyan mentioned that in the early stage of the epidemic, online users mainly focused on understanding relevant information, but with the state's control of the epidemic, users' concerns gradually changed, and in the near future, the traffic of short video, social and e-commerce platforms increased rapidly.Tata has been selling live videos on the short video platform since the sixth day of the lunar new year, and the subsequent headquarters have organized operations to improve the overall quality and effect.Tata, together with shangpinzhaipei and KD, launched the micro alliance marketing activity mode, which also played a role in the epidemic.The headquarters combines the terminal sales personnel to conduct cross category and multi brand user drainage and resource exchange.In addition, the headquarters has developed tools such as wechat applets to facilitate customers' understanding of Tata brand and products and pave the way for future purchase.Zhang Yan said he believed that the implementation of these measures will greatly promote the capture of customers and the acquisition of orders after the outbreak.

Sophia Qian ye said that Sophia had predicted the epidemic on the eve of the lunar new year, quickly formulated response strategies, and many of the original resources were put online.After the increase of online investment, wechat index and Baidu Index were significantly improved on the third day of the new year, which verified the group's prediction.Sophia's online Kwai Fu mainly includes information flow, including jitter, tiktok, Xiao Hong book, and friends circle.Qian Ye revealed that during the epidemic period, the online channel delivery effect was good, compared with the usual delivery, in fact, the recent cost was reduced.He believes that decoration is just a consumption behavior, and sales behavior must continue, but the realization path is different. In the past, the focus was on offline service, and now it is transferred to online realization.

Minhua holding Zhan Junfei said that the group is divided into three main lines to carry out online customer acquisition.First, launch the national shopping guide to carry out the marketing of old customers. The group makes five profit points. At the same time, it makes product introduction templates such as pictures and videos to provide them with materials.For some old shopping guides with the nature of "opinion leader", the group encourages them to set up wechat group buying promotion.In addition, the group distributes the customer information of online single category products to offline stores for category expansion and sales.Second, the group increased the marketing promotion of short video platform, with a budget increase of 200% year-on-year, and pushed customer information to national store shopping guide to carry out active marketing.At the same time, download the video of cooperators, encourage the national shopping guide to shoot short videos to the circle of friends, and cooperate with local shopping malls to carry out marketing work such as landing live broadcast.Third, transfer the terminal promotion activities originally planned to be implemented in February and March to the online, carry out the nationwide live promotion at the end of February, and organize the national store to store customers and place orders.The group set an online annual growth target of 50% years ago, but after a number of improvement measures have been carried out, the target has been adjusted to 80% - 100%.He proposed that in terms of online sales in February, it is expected to achieve a year-on-year growth of 160% - 170%.

According to Li Chengze of Lin's wood industry, the primary consideration for online customers is how to make products produce content and make content produce value.In addition to the regular launch of the official brand number, Lin's wood industry has recently launched an attempt of MCN mode, integrating all social channels and information flows, accumulating the talent matrix, and letting them operate the content.At the end of this year, Lin's wood industry will incubate the talent matrix internally, transform products into content, and export a large number of Lin's lifestyle.In addition, Linshi wood store is a new online and offline integrated retail format. In the case that the store does not resume business, the enterprise decides to transfer the offline traffic to the online, associate customer service with the performance income of shopping guide, and digest the spot reserve.At the same time, we use the internal CRM system to manage the offline users and strengthen the online storage capacity.

The era of national live broadcasting: how can home furnishing enterprises play effectively?

Lipstick brother Li Jiaqi and queen Weiya are the most popular representatives in the era of live broadcasting. Shopping in the live broadcasting room has become a new way of consumption for young people.Open the circle of friends of your home colleagues at will, and you can basically see the relevant information of live learning.For home furnishing industry, what should be done to seize this tuyere is the lesson that enterprises have to mend during the epidemic.

Tata Mumen Zhang Yan believes that the key to the success of live broadcast is not the discount, but the content visibility.The current live broadcasting industry has returned to rationality. It is no longer just a time when "looking at the face" can make money. It needs enough materials to attract users to stay.Many users come to the live broadcast room without clear consumption demand, or do not know the products to be purchased very well. Therefore, it is very important for the anchor to closely combine the product features and customer demand in a lot of short time, and let the users have memory points at the same time.

According to Qian Ye of Sofia, there are two research directions of Sofia in the field of live broadcasting at present. One is to transform the intended customers and present the traditional offline promotion mode in the live broadcasting. Only script needs to be designed to let the national sales team invite customers, and logic can be formed through the way of wechat group operation. The other is the live broadcasting platform for private domain traffic, which is the main platformSowing needs to produce effective interactive content with users, strengthen grass planting and generate consumption impulse.

Minhua holding Zhan Junfei mentioned that Chivas has set up a special live broadcast team on e-commerce platform at the beginning of last year, and at the end of the year, Chivas encouraged store shopping guides to spontaneously carry out product publicity on the live broadcast platform, mainly combining the landing promotion activities and conference marketing of physical stores to form an online live broadcast operation management.The core problem in this mode is that the home furnishing enterprises do not have a high awareness of the live broadcast, and do not have enough support for the equipment, lighting and scene construction.Moreover, Chivas's product line is independent, and the design of the exhibition hall and physical store cannot meet the needs of the complete model room for live broadcast.

According to Li Chengze of Lin's wood industry, household products have a long cycle and a large unit price, which are quite different from the product attributes of FMCG and beauty make-up. They are not suitable for copying the live broadcast routine, and the same household products cannot achieve the same effect.He pointed out that many people tend to value the effect of a live broadcast, instead of "planting grass".Lin's wood industry divides its products into two categories for live broadcast, the pop matrix and the content goods matrix.The so-called burst matrix is the mainstream product of consumers. Lin's wood industry will carry out customized burst for this kind of product. Different products will have different ways, strength, time length and periodicity.In addition, the live broadcast of the content goods matrix will focus more on the content, and the product is only used as an auxiliary.For example, the "mahjong sofa" launched last year makes the product itself a content by creating a style, cross-border and joint style.Users may not have consumption behavior immediately after seeing it, but they will pay attention to the difference degree of brand, thus forming grass planting value.After grass planting, fans' operation is very important. It is a question to think about which channels and tools to reach and activate fans for many times.Only a large number of long-term cultivation, later can be harvested.