Case Analysis of Product Brand Marketing Strategy (2)

Case analysis of product brand marketing strategy 3

Wang Cailan: A fresh e-commerce company that Lei Jun can handle in ten minutes.

This is a "brain-opening" fresh e-commerce, many practices are different from fresh e-commerce, and even "run counter to".

For example, in the business model, Wang Cailan chose the most difficult vegetable (by contrast, the fruit is much less difficult) in fresh e-commerce and made it a mass market. However, it is such a fresh e-commerce company that does not seem to take the usual path and has achieved a performance level of 3,000 orders per day. If it reaches 5000, it will be profitable! It can be said that this fresh e-commerce company is taking an O2O different from other fresh e-commerce.

O2O: The role of franchise stores is not just drainage.

Since it is O2O, if the vegetable basket is only online, it is not called real O2O!

Many vertical fresh e-commerce companies face a problem: it is difficult to land! If you want to build a store offline, there is no doubt that you need a lot of money and manpower; The terrible thing is that once offline stores don't have enough traffic, a single store can't make a profit. Whether to work for the landlord or not, O2O can't talk about it!

When many fresh e-commerce companies are afraid or hesitant to open offline stores, Wang Cailan not only opens stores very quickly (it is expected that there will be 2,000 franchise stores soon), but also has a lot of people (queuing for food is a common thing), and more importantly, there is almost no investment!

How does the vegetable basket network do it?

Since the cost of opening a shop is so high, Wang Cailan simply integrates social resources and cooperates with some small shops (as long as there is traffic, it can cooperate with tobacco hotels, fruit shops and barber shops) to open a shop in the shop.

Franchise stores like this have three main functions: drainage, registration and recharge.

How to achieve drainage? The vegetable basket network is only a store item, and it is an ultra-low-priced explosive product (even flat in and out). The purpose is not profit but drainage. How low is the price? Absolutely beyond your imagination: the retail price is equivalent to the wholesale price purchased by tons in Zhengzhou Wanbang Wholesale Market. The attraction of such cheap explosives to residents is self-evident, and it is common for a single product to sell several tons a day.

Although the price is very low, it is impossible for residents to buy only one dish, but franchisees still only make one product every day, which is a typical hunger marketing.

What advantages do they have for franchisees? Low-cost explosives brought many people. The most terrible thing about physical stores is that there is no traffic.

After the franchise store cooperated with the vegetable basket, it not only drained the vegetable basket, but also drained itself. This is because a single explosive product will bring related consumption. No matter for Wang Cailan or franchisees, consumers usually don't just buy one kind of food. If consumers want more dishes, the shopkeeper can guide them to register as members of Wang Cailan.

For cooperative stores, consumers usually not only buy food, but also drive the consumption of related products (such as soy sauce, condiments, fresh food, etc.). ) franchisees to achieve a win-win situation.

Of course, for Wang Cailan, the most important function of offline stores is to help him drain. Then, another factor to consider is that offline stores also sell vegetables. Then after guiding consumers to register, consumers will buy food online. Will it affect offline sales? Of course not, online and offline are two systems, and offline stores only make single item explosions (not online), so there is no possibility of online and offline conflicts.

At this point, we believe that there is no obstacle to drainage, but there is still a key factor to achieve O2O-that is, profit distribution!

Jiang Xiaoyu, the founder, thinks that if there is only online but no offline, it is not called O2O.

The performance of the vegetable basket is distributed like this: if a customer registers for recharging in a franchise store, then this customer will buy the food in the vegetable basket in the future, and this franchise store will permanently participate in the profit distribution (of course, there is a system behind it). This greatly mobilized the enthusiasm of the store and achieved a win-win situation.

High-frequency contact and service quality win word of mouth

After being drained by offline franchisees and low-cost explosions, the next question is how to improve the conversion rate.

The vertical fresh e-commerce platform like Wang Cailan has an amazing conversion rate.

We randomly checked the relevant operation data of a certain day (2065438+July 8, 2005): the order volume of that day was 4690, and the independent UV 9344 had a conversion rate of 50%.

How is the high conversion rate of vegetable basket achieved (2% in JD.COM? 5%)? CEO Jiang Xiaoyu said with certainty: "By service!"

In the company's performance appraisal, there are only three indicators for employees: customer satisfaction, employee enthusiasm and talent training.

There is no specific sales target, just to achieve the ultimate service!

For example, Wang Cailan has created several firsts of fresh e-commerce: the first one puts forward that all fresh products have no reason to return. As long as the customer calls the service number, the problem must be solved within 30 minutes.

What if the customer refuses to replace the product and insists on returning it? Jiang Xiaoyu said: "unconditional refund, return the money to any place designated by the customer within 4 hours (such as vegetable basket membership card, bank card, Alipay, etc.), all for the convenience of users."

Wang Cailan is also the first fresh e-commerce company without freight (there is no freight on the website). Even if the customer buys a dime, the vegetable basket will be given away for free. Jiang Xiaoyu said, "There are really customers. I really spent a dime trying the service in Wang Cailan. Wang Cailan really did it. After a while, I was moved by Wang Cailan's sincere service and eventually became a loyal customer. "

Only 60 orders are delivered per person per day.

Cailan. com also has a very distinctive practice: the delivery man only delivers 60 orders every day, and spends the rest of the time chatting with customers, even taking care of children and repairing toilets. In order to improve the service quality and contact frequency, Wang Cailan strictly limits the service scope of each distributor: each distributor only gives 180? 240 households provide services.

You may ask: Isn't this a waste of resources? Wang Cailan has its own business logic: the higher the frequency and stickiness of meeting customers, the higher the customer satisfaction and repeat purchase rate. What is the basis of business trust? Wang Cailan's distributors win trust through high-frequency contact and help customers. Jiang Xiaoyu joked: "This is no longer a deliveryman, but a personal assistant. My delivery man's range is 300 meters, so he does 3? After 6 months, I will know you better than the property and neighbors. What I want is trust. Once this trust is completed, it is an unbreakable barrier. Even giants like Tmall and JD.COM are involved in this field, and there is no drama. "

Jiang Xiaoyu proudly said, "In the future, I will not only sell vegetables, but also import products with higher value, so as to truly meet the more needs of community residents. We are a smart community, and the idea is to drive the sales of high-value-added low-frequency products with high-frequency and low-value-added products. This is the blueprint for the entire business model. "

In the future, Wang Cailan can even do property work by the way.

Of course, to achieve the promotion from 3000 orders to 5000 orders, a lot of capital investment (increase personnel, vehicles, cold chain equipment, etc. ) is needed. Jiang Xiaoyu admitted that because Zhengzhou is a second-tier city, it is more difficult to raise funds than a first-tier city.

Jiang Xiaoyu made no secret of his desire for funds, and even joked: "If I talk to Lei Jun for ten minutes, he will definitely vote for me in this project.

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