张若然queen
发表于 2022-11-16 16:41:12
养生食品品牌是如何做私域的？
<blockquote style="box-sizing: border-box; border-width: 0px 0px 0px 3px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgb(0, 0, 0); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin: 30px 0px 20px; outline: 0px; padding: 10px 20px; vertical-align: baseline; hyphens: none; quotes: none; letter-spacing: 0.01rem; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">越来越多的人开始注重健康养生，人们对营养健康食品的消费需求比例也在不断上升，各类养生食品不断涌现爆发。「五谷磨房」连续7年成为全网食养粉类目TOP1。作为中国最大的天然健康食品品牌之一，他的运营模式是怎样的呢？有哪些是值得我们学习和深思的呢？让我们跟着作者一起来学习吧。</p></blockquote><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">近两年受疫情的影响，越来越多的人开始注重健康养生，人们对营养健康食品的消费需求比例也在不断上升，各类养生食品不断涌现爆发。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">健康谷物品牌「五谷磨房」就是其中的代表品牌。<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">连续7年成为全网食养粉类目TOP1</span>。在刚刚结束的双11大促中，<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">全网销售额突破1亿元。</span></p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">作为中国最大的天然健康食品品牌之一，五谷磨房已拥有近3000家直营连锁专柜，覆盖了全国400多个城市，并在几年前就瞄准了线上电商、私域运营等渠道风口。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2022年，五谷磨房已积累了1000万私域用户，通过企业微信培养了1%-3%的超级用户，创造小程序商城GMV破亿的营收！</span></p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">那么五谷磨房是如何布局私域的？下面就为大家拆解。</p><h2 class="nav-point" id="article_nav_0" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">一、案例背景</h2><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">1. 案例简介</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房成立于2006年，是“食补养生粉”这一新品类的开创者和行业领跑者。2021年，五谷磨房成功在香港上市，同年实现营收16.1亿元，同比增长11.94%。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">2. 市场规模</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">据统计数据显示，中国保健食品行业市场规模增长稳定，从2017年的1482亿元增长至2020年的1847亿元，预计2022年中国保健食品行业市场规模将超过2000亿元。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">3. 用户画像</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房的用户，年龄主要之间20~60岁。其中，80%的用户是女性，主要是年轻白领、宝妈、学生妈妈等群体。用户主要集中在广东、北京等一线城市。</p><h2 class="nav-point" id="article_nav_1" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">二、流量矩阵拆解</h2><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">1. 线下门店</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房在全国有3000+直营连锁专柜，主要依靠线下门店的导购通过试吃等方式，引导用户添加企业微信，将用户引流线上。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">2. 公众号</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">引流路径1：</span>关注公众号后，自动欢迎语中引导用户，回复关键词「营养师」添加企微「营养师谷莉」。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">引流路径2：</span>点击公众号菜单栏「新品试用」中的「附近门店」，跳转到附近门店页面。系统根据定位推送距离最近的门店以及营养顾问。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">不同门店对应不同的营养顾问，用户点击「添加微信按钮」，即可跳转微信添加页面。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">3. 视频号</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">视频号作为引流渠道，在首页设置了企微、会员商城、会员社区、直播预告等入口，点击即可跳转到相应页面。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">4. 抖音</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房在抖音建立了多个账号矩阵，总粉丝数超过130万。主要的账号每天8:00开始直播，由主播介绍产品，引导用户下单。直播中设置「入会领券」入口，引导用户加入会员。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">以「五谷磨房官方旗舰店」为例，账号有91万粉丝，主页设置了加群入口，符合加群条件可自动申请加入社群。视频内容主要是宣传品牌价值观、代言人推广产品、直播福利介绍、旗下产品介绍等。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">5. 小红书</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房账号有6.6万粉丝，获赞与收藏48.7w。账号首页设置店铺及直播入口，点击即可跳转到相应页面。在小红书主推产品黑芝麻粉，由代言人、素人博主等进行推广。其中话题#五谷磨房大黑罐有681万浏览。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h2 class="nav-point" id="article_nav_2" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">三、人设IP拆解</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">五谷磨房主要以「营养师谷莉」作为品牌IP，进行精细化运营，建立起一个真实的IP形象，下面进行拆解。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">1. 人设定位</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">昵称：</span>营养师谷莉</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">头像：</span>真实的成熟女性头像</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">角色定位：</span>资深营养师，介绍最新福利活动，同时也能解答用户的问题</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">自动欢迎语：</span>添加企微后，企微自动回复欢迎语。介绍账号的定位以及社群福利。同时，自动跳出加群链接，引导用户加入社群。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">2. 朋友圈内容</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">内容频率</span>：一天发布1~3条朋友圈内容</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">发布时间</span>：不规律</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">朋友圈内容</span>：主要为推广产品、健康知识科普、日常生活记录、福利活动宣传等。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h2 class="nav-point" id="article_nav_3" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 18px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">四、社群运营拆解</h2><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">社群作为私域中促活最有效也是最常见的场景。下面对五谷磨房的社群进行拆解，以我添加的某个社群为例。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">1. 社群定位</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">群昵称：</span>五谷磨房|食疗养生群22</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">群定位：</span>福利群</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">社群价值：</span>主要是发布售前售后的问题咨询答疑、同步最新福利活动、健康知识科普等内容。增加用户对品牌的了解和信任，打造更多超级用户</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">2. 社群入群欢迎语及群公告</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">用户入群后会第一时间触发自动欢迎语，介绍不同时间段的社群专属福利。另外，自动欢迎语中附带小程序链接，引导用户跳转到活动页面。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">在群公告处，介绍社群福利活动，以及推广会员体系。</p><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; font-size: 16px; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">3. 社群内容</h3><p style="box-sizing: border-box; border: 0px; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);">社群每天有固定的发送节奏，以社群某日sop为例：</p><blockquote class="js_blockquote_wrap" style="box-sizing: border-box; border-width: 0px 0px 0px 3px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgb(0, 0, 0); border-image: initial; font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; margin: 30px 0px 20px; outline: 0px; padding: 10px 20px; vertical-align: baseline; hyphens: none; quotes: none; letter-spacing: 0.01rem; color: rgba(0, 0, 0, 0.8); white-space: normal; background-color: rgb(255, 255, 255);"><section class="js_blockquote_digest" style="box-sizing: border-box;">上午8：00，早安祝福。由福利官|小助理发布，发布形式：文字/图片；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">上午9：00，产品推广。由谷莉老师助理发布，发布形式：图片/链接；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">上午10：30，产品推广（买家秀）。由个微（大芹）发布，发布形式：文字+图片+链接；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">上午11：00，直播推广。由个微（雯）发布，发布形式：文字+直播链接；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">中午12：00，产品推广。由个微（雯）发布，发布形式：文字+图片+链接；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">中午12：00，小互动。由福利官|小助理发布，发布形式：文字/图片；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">下午15：00，健康知识。由福利官发布，发布形式：文字+视频；<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">晚上20：00，公布互动答案。由福利官发布，发布形式：文字+直播预告链接。</section></section></section></section></section></section></section></section></blockquote><p><section class="js_blockquote_digest" style="box-sizing: border-box; color: rgba(0, 0, 0, 0.8); font-family: PingFang SC, Hiragino Sans GB, Microsoft YaHei, STHeiti, WenQuanYi Micro Hei, Helvetica, Arial, sans-serif; white-space: normal; background-color: rgb(255, 255, 255);"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><h2 class="nav-point" id="article_nav_4" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: inherit; font-size: 18px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline;">五、会员体系拆解</h2><section class="js_blockquote_digest" style="box-sizing: border-box;">截止目前,五谷磨房微信会员突破1000万。在微信小程序和电商平台都设置了会员体系，主要包括<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">成长会员、付费会员和积分体系。</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">1. 小程序会员体系</h3><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1）成长会员</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">五谷磨房的成长会员分为4个等级：谷谷会员、银谷会员、金谷会员、钻谷会员。<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">等级越高，享受的权益越多。主要享受权益：<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">消</span><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">费积分、会员日、积分加速、会员商品特权等。</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2）付费会员体系</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">五谷磨房的付费会员设置为，金谷以下会员需199元开通一年，金谷会员只需99元开通一年,超级会员预计可省2520.3元。<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;">开通即可享受16大特权：百元开卡礼、每月券包、折上95折、5%返利、超级会员日、生日福利、特价专区、新品试用、翻牌赠礼、每周闪购、回本保障、30天售后、健康好课、专属营养师、积分延期、会员日。<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">3）积分体系</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">五谷磨房通过消费（1元=1积分），或者通过小游戏获得积分。使用积分可以0元兑换礼品。</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><section class="js_blockquote_digest" style="box-sizing: border-box;"><section class="js_blockquote_digest" style="box-sizing: border-box;"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">2. 天猫会员体系</h3><section class="js_blockquote_digest" style="box-sizing: border-box;">五谷磨房电商平台的会员体系也很完善，下面以天猫平台的会员体系为例，主要是成长会员+积分体系。<p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">1）成长会员</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">五谷磨房的成长会员分为4个等级：</span><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><br/></p><section class="js_blockquote_digest" style="box-sizing: border-box;"><section class="js_blockquote_digest" style="box-sizing: border-box;"><section class="js_blockquote_digest" style="box-sizing: border-box;"><blockquote style="box-sizing: border-box; border-width: 0px 0px 0px 3px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgb(0, 0, 0); border-image: initial; font-family: inherit; font-style: inherit; margin: 30px 0px 20px; outline: 0px; padding: 10px 20px; vertical-align: baseline; hyphens: none; quotes: none; letter-spacing: 0.01rem;"><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">普通会员：0元入会高级会员：360天内累计消费满100元</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">VIP会员：360天内累计消费满300元</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">至尊会员：360天内累计消费满800元</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">等级越高享受的权益越多，权益内容包括：<span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">购物累计积分、生日奖励、会员兑券、积分兑换、专属活动、专属客服、惊喜回馈等。</span></p></blockquote><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"></p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"><span style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: 700; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;">2）积分体系</span></p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">通过消费、签到、完成任务等获得大量积分。积分可以用户兑换各种产品。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"></p><h2 class="nav-point" id="article_nav_5" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: inherit; font-size: 18px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline;">六、裂变玩法拆解</h2><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">在拥有庞大私域流量的基础之下，五谷磨房会进行一些简单的裂变玩法，合理利用私域资源，实现拉新复购的效果。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">以小程序为例，五谷磨房小程序内裂变玩法较多，在首页内有专门的拼团专区，还有抽奖活动，另外还可以通过小游戏进行分享裂变。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">1. 拼团活动</h3><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">用户通过邀请好友参团，可以享受低价购买产品的福利。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">2. 抽奖活动</h3><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">用户每周都可以参与抽奖赢免单活动，通过邀请好友获得更多抽奖码，增加中奖的概率。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"></p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">3. 农场小游戏</h3><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">用户通过浇水获得芝麻，兑换积分，100g芝麻=10会员积分。通过分享好友获得更多水滴浇水。增加了品牌的曝光量，降低了获客成本。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;"></p><h2 class="nav-point" id="article_nav_6" style="box-sizing: border-box; border-width: 0px 0px 1px; border-top-style: initial; border-right-style: initial; border-bottom-style: solid; border-left-style: initial; border-top-color: initial; border-right-color: initial; border-bottom-color: rgba(0, 0, 0, 0.1); border-left-color: initial; border-image: initial; font-family: inherit; font-size: 18px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 8px; vertical-align: baseline;">七、小结</h2><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">说几个五谷磨房在私域运营上的亮点和不足：</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">1. 案例亮点</h3><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">线上线下互通：线下用户通过导购引导添加企微，引流至线上。线上用户也可以用积分兑礼中，选好的商品去线下兑换。通过线上线下互通的模式，拉近与用户的距离，提升用户消费的体验。</p><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">会员体系：五谷磨房将会员体系与购买次数相关联，加深了品牌与用户的连接，有利于提升用户的复购率。</p><h3 style="box-sizing: border-box; border-width: 0px 0px 0px 4px; border-top-style: initial; border-right-style: initial; border-bottom-style: initial; border-left-style: solid; border-top-color: initial; border-right-color: initial; border-bottom-color: initial; border-left-color: rgba(0, 0, 0, 0.1); border-image: initial; font-family: inherit; font-size: 16px; font-style: inherit; margin: 30px 0px 10px; outline: 0px; padding: 0px 0px 0px 9px; vertical-align: baseline;">2. 案例不足</h3><p style="box-sizing: border-box; border: 0px; font-family: inherit; font-style: inherit; font-weight: inherit; margin-top: 0px; margin-bottom: 15px; outline: 0px; padding: 0px; vertical-align: baseline;">社群内容：社群定位设置为“养生群”，但是群内基本上都是产品推广的内容，缺少健康养生类干货知识的输出。</p></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></p><p><br/></p><link rel="stylesheet" href="//www.shidaomedia.com/source/plugin/wcn_editor/public/wcn_editor_fit.css?v134_JzZ" id="wcn_editor_css"/>
821939233
发表于 2022-11-23 04:54:22
阳光温热，岁月静好，你还不来，我怎敢老去？
悠叶悠528
发表于 2022-11-24 04:40:20
别像猫一样风雨中长大遇到点爱就以为是家。
张择小憨
发表于 2022-12-2 16:35:37
生命不是安排，而是追求，人生的意义也许永远没有答案，但也要尽情感受这种没有答案的人生。
小蝴蝶fei
发表于 2022-12-12 05:56:36
为天地立心，为生民立命，为往圣继绝学，为万世开太平。
上海申花结棍
发表于 2022-12-22 00:30:32
看帖必转真君子，好贴必顶大丈夫
z_alen_
发表于 2022-12-22 07:52:05
足够优秀再大方拥有。
辉影辉摄
发表于 2022-12-23 11:30:21
免费的东西都是最贵的。
那很棒棒哦
发表于 2022-12-23 22:43:34
分享了
狐三少女
发表于 2022-12-24 10:26:41
热爱可抵岁月漫长。
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