The "social fission" sales method has a remarkable effect, dismantling the overseas growth strategy of an e-cigarette brand

Customer case: A certain e-cigarette head brand

global expansion country: a country in Southeast Asia

SocialEpoch products: WhatsApp SCRMowned-channel operations treasure, social fission mall

Case features:

Within 6 months of project implementation:

Operation scale of tens of thousands of customers per operator

The highest GMV in a single month is nearly 10 million levels

The number of distributors reaches tens of thousands

The number of registered users of the mall has reached one million

Note: To protect customer data, brand names and specific data will not be disclosed.

01 E-cigarette: Strong social attributes

E-cigarettes have the characteristics of high gross profit and high repurchase, and the cartridges need to be replaced regularly. Coupled with the characteristics of smokers’ circles, smokers’ friends are also smokers. They complain about each other’s bad experiences and recommend good products to each other, which undoubtedly makes e-cigarettes more popular.Born with social attributes。

02 The choice for global expansion in the e-cigarette industry

Whether it is the strengthening of online sales supervision in the e-cigarette industry or the strategic needs of corporate expansion and development, overseas markets have also become a new choice for many e-cigarette companies. The e-cigarette brand also launched overseas operations two years ago.

The special attributes of e-cigarette products and the cost of global expansion require merchants to face different regulatory environments and cultural differences, study the differences between domestic and overseas markets, and achieve precise attacks and win in one battle.

03 Brand Southeast Asia station growth strategy

Undoubtedly, e-cigarettes with strong social attributes and social owned-channel marketing are golden partners.

1. BuildSocial fission micro store, realize the self-circulation of traffic

If it were not for the purpose of closing the deal, then all the previous actions were just hooliganism. Here SocialEpoch also built a social fission mall for the brand. On the basis of the online mall function, it incorporates social fission design. Simply put, it is:Save on self-purchase, earn by sharing, earn commission by inviting。

• Self-Purchase Savings: Receive commissions for in-mall purchases, the more you buy, the more you get back, the more you save;
• Earn by sharing: Share the link to others and receive a commission after purchasing;
• Earn commissions by invitation: Invite other users to register and receive commissions. At the same time, the invitees can also earn certain income after shopping, sharing links and invitations in the mall. In other words, the more invitations, the more benefits.
• The commissions obtained above can be withdrawn.

In this way, a self-circulating process from traffic to conversion to repurchase to recommendation is completed within the mall system. As we mentioned above, e-cigarettes require regular replacement of cartridges. They are high-repurchase consumables and have a circle-like nature, which provides strong support for product repurchase and recommendation.

2. Add customer WhatsApp accounts to accumulate owned audience pool
Building an owned audience pool can achieve N times of ultra-low-cost repeated access to precise users. Therefore, laying out owned channels is now a major plan for many companies. Using owned audiences to replace advertising traffic reduces costs and improves efficiency. Recruit people, register for WhatsApp, add customer WhatsApp accounts, and accumulate owned audience pool.Use the power of a few people to leverage the size of an owned channel worth hundreds of thousands, the brand’s owned channel plan for a certain station in Southeast Asia has been very effective.

There are two general directions for new customers to add WhatsApp accounts:

• The first is to add a customer service communication button in the mall and directly link to the WhatsApp account. This way, you can basically develop a WhatsApp friend with every customer and firmly bind the direct contact with every customer.
• The second is the transformation brought about by the old bringing up the new. The social fission micro-mall realizes the benefit and discount settings for each level and continuously stimulates distribution and recommendation. The newly registered users brought in by this will be quickly added as customer service WhatsApp friends and precipitated into the owned audience pool.

Adding is only the first step. Revitalizing owned channels requires creative marketing activities and more efficient and low-cost operational assistance. SocialEpochowned-channel marketing BaoheWhatsApp SCRMowned-channel operations treasureIt is a powerful assistant for this part.

Limited time promotions and coupons day after day will also make users tired and tired, but red envelopes will not. As the saying goes, "a penny is also love", sending red envelopes to users is something everyone loves, both at home and abroad. In view of the cyclical fatigue of customers and the coldness of the community, the use of interesting and informative marketing materials H5 can effectively reduce the situation of "dead groups".
Efficiency is also key during owned-channel operations. WhatsApp also has a group function similar to WeChat groups, which can achieve some batch promotion, but this level of batching is far from enough for merchants, and it is not personalized enough.

WhatsApp SCRM is a customer management tool that helps operators achieveBatch login, batch reach, batch import, batch reply, personalized reply and many other capabilities, achieving the scale of an owned channel where one person can manage tens of thousands of customers and leverage the power of a few people to leverage hundreds of thousands of customers.

3. Owned-channel operations plus fission-style shopping malls help customers explode
Revitalizing owned channels can continuously stimulate users to repurchase and recommend, bringing more traffic. The profit-sharing management of the mall has further formed a chain of gratitude and friendship. Everyone in the sharing chain can obtain tangible benefits, allowing the chain to continuously extend, grow branches, and then extend, and then grow branches, and gain an explosion of customers. inIn just a few months, it quickly expanded to millions of registered users and tens of thousands of distribution B-Bs.。

04 Enlightenment from being an overseas owned channel

owned-channel marketing: a lighter global expansion option.

Looking at it, there are only a few options for cross-border e-commerce, including Amazon-like platforms, shopify-like independent stations, and SocialEpoch-like owned-channel marketing models.

• The competition within the platform is fierce, and mutual price reduction is not worth the gain. Moreover, there are many policies and rules on the platform, which are easy to be bundled and restricted. In addition, recent account suspension incidents have occurred frequently, and the risks of single-platform operation are too high.
• The independent station separates cross-border e-commerce from the platform, and the traffic is also separated. Now, more and more independent stations are also applying the owned-channel operations model to reduce customer acquisition costs.
• SocialEpochowned-channel marketing makes global expansion easier, using owned audiences to replace original advertising traffic and reduce customer acquisition costs. The social fission mall realizes distribution fission and hierarchical profit sharing based on social relationships, allowing more distribution B-boys to help you sell and quickly recover costs and realize cash.

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Left hand operation treasure right handMarketing treasure, both efficiency and effect are guaranteed

• The key to owned-channel operations is retention and conversion. Day after day of promotional information and coupons will make customers tired and tired, and they will turn from followers to followers and then to followers. And a penny is love, business cards with data tracking and vivid and interesting H5 materials can achieve warm and informative marketing.
• Whenever and wherever, efficiency is the focus of business. The WhatsApp SCRMowned-channel operations treasure can obtain traffic externally, improve customer management and operational efficiency, and realize sales management and data feedback internally to ensure operational efficiency.

The left hand is the treasure of operation and the right hand is the treasure of marketing. With both hands working together, it doesn’t have to be so difficult to revitalize the owned channel.