1
Black people love wigs just like dressing up
This is the sentiment of many wig global expansion merchants. They told SocialEpoch that many black people overseas love wigs as much as they wear clothes. Perhaps due to genetic reasons, most black people are born with thin, soft and curly hair, which is very difficult to take care of. Compared with the troublesome and expensive care, hair oil, hair mask, braiding, etc., wigs are obviously a better choice.
Of course, more and more people are buying wigs now, not just for this reason, but for diversified dressing up. Wigs have become a consumer product with a very high repurchase rate.
What’s interesting is that China’s cross-border sales and cross-border e-commerce bear a large amount of the world’s wig production demand. Guangzhou, Qingdao, Xuchang in Henan, Taihe in Xuancheng in Anhui, and Heze in Liaocheng in Shandong are the places where wigs are produced, and they are also cities of global expansion of wig trade. Countless overseas distributors come to China to interview, communicate and cooperate with them.
But now, they also have some troubles.
2
Faces you can’t see during the epidemic, old customers you can’t keep
The three-year epidemic has trapped offline communication and slowed down the pace of their exchanges and transactions. Although the epidemic has passed now, the "sequelae" is still there, and offline stall transactions are no longer as lively as before. On the other hand, old customers retained in WhatsApp may also be lost at any time, and may be involved in cooperation with other competitors, or even lose contact completely due to the impact of WA risk control.
For many wig merchants, it is important to develop new customers, but it seems more important to firmly capture old customers. Whether it is distributors, C-end consumers, or an increasing number of small B merchants, everyone has a large demand for repurchase. Maintaining stable customer relationships and social contacts is a must for long-term business.
They are the typical demanders for overseas social owned-channel operations!
3
Why owned-channel operations can help wig global expansion companies solve many problems
First: Compared with other categories, the wig global expansion market is mature, and there is a tendency for the stock to exceed the increase;
Second: The demand for wigs comes more from black people, and WhatsApp is the bridge between them and Chinese companies;
Third: Because of the sequelae of offline isolation and WA risk control, they understand better than anyone else the importance of online contact and saving customer contact information;
Fourth: Competition is ever-present. Only by continuously operating owned-channel operations based on content can we achieve steady growth and continuous repurchases.
WhatsApp's overseas owned-channel operations solve the company's first data retention and operational revitalization problems, and naturally solve the customer issues that companies are most concerned about.
4
How do overseas owned channels solve the marketing problems of wig global expansion companies?
- Customer data storage
Whether they are AliExpress customers, independent website customers, or old customers with historical transactions, they can combine the import function of WhatsApp SCRMowned-channel operations to realize batch import of customer data, create labels, and save data.
This step is also the key Social Connection stage of owned-channel operations. It connects corporate customers to WhatsApp SCRM to achieve safe preservation of customer data assets. Next, whether it is one-to-one refined communication, bulk messaging revitalization, or even mass marketing in the community, enterprises can flexibly choose communication and reach methods.
- Improve customer response speed
Combined with the functions of WhatsApp SCRM such as quick reply and quick reply, the vocabulary library for product inquiries, event promotions, guided orders, logistics and delivery, after-sales issues, etc. is organized and put online into system groups to help customer service personnel quickly respond to customer needs and improve customer data response efficiency. Reduce the service pressure of customer service staff internally and improve customer experience externally.
- Tag portraits enable refined customer operations
Establish a user tag portrait system from multiple dimensions such as customer stage, customer source, customer preferences, customer unit price, etc., to achieve hierarchical customer reach and refined operations. Combined with MA's marketing automation capabilities, it can push appropriate personalized information to customers at the appropriate stage, arouse customer interest, guide customers to complete transactions and repurchase, and improve the conversion rate of each single customer.
- Social marketing achieves batch conversion capabilities
For existing customers, we use wig care sharing and event game rewards as media to guide customers to proactively enter the community. Combined with smart group chats, irregular event discounts, check-in games, etc., we guide customers to batch conversion, repurchase and recommendation based on community marketing.
5
More than 100 communities + repurchase rate increased to 85%
This is the result of owned-channel operations after working with a SocialEpoch wig customer for five months.
For wig global expansion, another obvious change is the decrease in bulk trade and big B customers and the increase in small B customers. When more people and more personalized customers flood into the corporate customer pool, a more interesting and informative owned channel system is also the underlying ability of companies to convert customers.
When market competition intensifies, when stock is higher than increment, when risk control data is lost, and when repurchase demand continues, global expansion wigs seem to have already laid the foundation for owned-channel operations. And owned-channel operations based on SCRM can build an indestructible customer retention and growth system for global expansion companies.
