Add a WeChat：Behind it are the business strategies of countless businesses
How about adding WeChat? Unconsciously, this matter has become the norm in our life and work:
The first micro-business to sell goods through WeChat group friends circle should add you to WeChat;
If you are in the offline service industry, I want to add you to WeChat after a visit;
Catering companies, such as McDonald's, Luckin, and even the fruit shop at the entrance of the community have WeChat groups;
The online shopping express box will usually contain a card, hoping to add you to WeChat;
Various other online and offline channels (Douyin, Kuaishou, Toutiao, Zhihu, etc.) merchant advertisements want to add you to WeChat...
WeChat is a necessity and everyone has it; WeChat is a must-have and must be used by people to communicate with others. Behind this lies huge business opportunities and the business strategy of merchants’ WeChatowned channel model.
Because, with the addition of WeChat:
It is equivalent to establishing a social connection with the customer once, and then the merchant can reach the customer N times at zero cost, saving the cost of secondary traffic;
This means that you can directly send various preferential information to attract them to repurchase;
It means that you can establish some emotional connections with old users, and combine benefit designs to stimulate TA referrals; it means that companies can achieve digital transformation through these contacts, establish user databases, and use data analysis feedback to guide more strategic marketing behaviors, product optimization, and even corporate development strategy adjustments.
How to find incremental social traffic from owned channel’s stock and self-circulate
WeChat may be mainly used by Chinese people; but owned channel is an owned channel all over the world, and its model is applicable at home and abroad.The core logic of creating a WeChatowned channel is to introduce all public domain traffic to WeChat, and then conduct in-depth and refined user operations.; Now, cross-border sellers can learn from the successful WeChatowned channel model to directly enter overseas markets.
1. First, traffic comes in through public domain diversion and owned-channel operations;
2. Secondly, stimulate purchases through direct contact with customers, so that everyone who comes will buy;
3. After that, continue to use owned-channel operations to build strong stickiness and excellent experience with customers to promote repeat purchases, so that buyers will continue to buy;
4. Finally, give full play to the social value and circle value of old customers, let customers recommend you, and let more people come in to buy.
It can be said that the essence of owned channel is low-cost and unlimited access. To put it more directly, it is: save money! The reason is,It is the owned channel model that builds a social traffic self-circulation model to achieve the purpose of replacing advertising traffic with repurchase traffic and referral traffic, allowing customer traffic to self-circulate and build a social marketing business model。 The picture accompanying the historical article has expired WhatsApp social traffic self-circulation model
Why WhatsApp is the best carrier for overseas owned channels
Social tools are an indispensable carrier for owned channels, because in the mobile Internet era, smartphones are standard equipment, and everyone is social. Using social media to cut through can also maximize convenience for users from the source, eliminate user resistance and reduce merchant connection costs.
Domestically it is WeChat, and overseas it is WhatsApp, an overseas social super application with 2.5 billion users. WhatsApp is the number one instant messaging tool in 173 countries around the world and the second messaging tool in North America. In other words, WhatsApp is similar to domestic WeChat in 173 countries, and is equivalent to domestic QQ in North America. Its wide range of use, deep user immersion, and long use time are definitely something that cross-border sales and cross-border marketers cannot ignore.
The picture accompanying the historical article has expiredRegional distribution of global mainstream social application usage
Of course, as the best carrier of overseas owned channels, the number of users is not WhatsApp’s only advantage. It is registered and used based on mobile phone numbers, and does not require friend verification. You can easily get in touch with a phone number; WhatsApp can also send messages to strangers and create groups with strangers, which can achieve active contact and communication with customers.
How WhatsAppowned channels drive cross-border sales growth
In the era of traffic thinking, many cross-border sellers do advertising and marketing through various public domain platforms. When customers reach the product landing page, there are two basic behaviors: either swipe away or purchase. There are almost no customers and a large amount of corporate assets are lost.
In the era of owned channel thinking, the public domain diverts owned channels and empowers merchants to operate on platforms/independent stations/Fission micro mallAfter completing the transaction, we will provide consultation and after-sales services to customers through WhatsAppowned channel. Owned channels feed back into the public domain, which not only promotes conversions, but also helps merchants retain customer data and improve customer experience. What's even more exciting is the progression of customer relationships in the subsequent owned-channel operations:
Owned-channel operations promote repurchase, new customers are converted into old customers, and enterprise customer acquisition is “zero cost”;
Operate old customers to promote referrals, old customers become distributors, and enterprise customer acquisition is "zero cost".
These two "zero costs" are the magic bursting out of WhatsAppowned channels.If using owned audience to replace advertising traffic is to reduce costs, through the accumulation of these data to build corporate digital assets, promote the digital transformation of merchants, and use real data feedback to guide the company's next actions, this is a more meaningful efficiency improvement. Customer acquisition reduces costs and improves efficiency, and sales grow naturally.
PS: Based on the regulatory requirements of special industries and the differences in environmental culture in different countries, not all products are suitable for sale on e-commerce platforms. WhatsAppowned channels fill the gaps in online sales of many products and open up new ideas for global expansion.
Successful cases of overseas social owned channel model
Meesho in India, Super in Indonesia, Evermos, KitaBeli, Chilibeli, RateS and Woobiz are all successful cases of overseas social e-commerce. Use the referral and distribution design of the owned channel model to empower small business owners, allowing buyers to enjoy discounts, distributors to gain profits, and companies to achieve commercial success.
Among themThe most exciting thing is India’s social e-commerce unicorn-Meesho, which gives full play to the functional features of the S2B2C business model, provides basic e-commerce equipment such as supply chain (S side: Supplier), logistics payment, etc., helping sellers (B side: Business) easily sell goods to end consumers (C side: Customer) on social platforms, and obtain distribution profits after successful sales, realizing the beautiful idea of "easily selling goods at home".
The picture accompanying the historical article has expiredScreenshot source: meesho official website
On the eve of the National Day, meesho has just completed a US$570 million Series F financing, led by Fidelity Management and B Capital. At this point, the valuation of this unicorn company has reached an astonishing US$4.9 billion. Overseas owned channel social e-commerce is in full swing, and the domestic owned channel model is booming. So how to do global expansion cross-border social owned channels, SocialEpoch will answer for everyone. SocialEpoch has created an overall solution for global expansion WhatsApp social owned-channel marketing. It is supported by SaaS product system and global expansion methodology training. It connects all aspects from traffic introduction to operation to transaction, empowering cross-border sellers to sell globally at low cost.
Author of this article: Danny Cai Tongji
SocialEpoch Academy social e-commerce empowerment system builder
Four years of experience in micro-commerce and social e-commerce operations
The "Social E-Commerce" training course has helped thousands of students break through from 0-1
Over 500 offline training courses since 2018Tencent University Social Advertising Certified LecturerThe picture accompanying the historical article has expired
