Is it a good business: the operating system chapter

Edit Guide: Investment, consumption, and exports as three driving carriages that drive GDP growth have been affected by the epidemic to varying degrees. In this case, how to expand new channels and expand new sales growth points has become the focus. The author of this article shared the marketing model of "employee purchase" from the aspect of the operating system. Let's take a look.

1. Topic overview

The epidemic is now difficult to survive! As a three -driving carriage that drives GDP growth, investment, consumption, and exports are all affected. Investment shutdown, cautious consumption, restricted exports.

As a company, of course, it is necessary to improve costs. While tightening the trouser belt life, expanding new marketing channels and expanding new sales growth points should become the focus of the business. Whether it is live broadcast, private domain, or takeaway is a way to expand new channels.

People must not survive, and there must be demand to survive. Consumption demand is not cut off, but it becomes cautious because of uncertainty caused by the epidemic, but because the physical isolation brought by the epidemic is transformed into online.

The tree moves to death, and people are alive! Consumers are changing, consumer positions are changing, and channels naturally change. Today I will share with you a very effective marketing model "employee purchase".

The entire topic will analyze the four dimensions of "business form, business system, platform ability, operation management". A total of four articles:

Article 1: Is it a good business: business form article 2: Is it a good business: an operating system article 3: Is it a good business: Platform ability article 4: Is the purchase of internal purchases a one Good business: Operation Management Article 2. Business value of internal purchase

In the previous article, the feasibility of internal purchase was mainly analyzed from the perspective of marketing. It did not explain from the perspective of "business". Therefore, some friends also asked me in the message area. Thank you very much for your messages. This article will focus on analyzing the "business system" level. It will be explained from three perspectives: "value analysis, business system, and KPI indicators".

1. Definition

Definition of employees: The marketing channels integrating brand penetration, advertising dissemination, customer situation collection, product promotion, and sales transactions based on the chain of employee relationship chain.

2. Value chain decomposition

From the level of definition, we know that the employee's intra -purchase value chain is divided into 5 stages. These five stages are also the process line of employees' internal purchase transactions. In this process, because the brand recognition is different from the consumer decision -making cycle (the four -dimensional elephant limit map shown in the figure below), the responsibilities of employees in the process are also different.

If the brand recognition is high and the consumer decision -making cycle is short, the employee assumes the role of the salesperson. Employees must complete all their responsibilities of brand penetration, advertising dissemination, customer situation search, product promotion and sales transactions in the entire internal marketing line.

If the brand recognition is low and the consumer decision -making cycle is short, the employee assumes the role of a guest agency, that is, it is difficult for employees to complete the final transaction conversion and need to be completed with the help of professionals. However, employees can analyze customer conditions, and can match the corresponding product category after understanding the needs of the customer. The best advantage of employees, as a guest agency, is that compared to professional sales staff, customers are more likely to inform their ideas to the people around them, such as budgets, such as personality hobbies, such as competitive reference.

If the brand is highly recognizable and the consumer decision -making cycle is long. The employee's circle may be difficult to reach the final decision maker, but employees can be advertisers and can conduct brand penetration through the relationship chain.

3. Value analysis

1) Internal purchase of employees is a corporate marketing channel under the epidemic, not just the benefits of employees;

Employees can be used as welfare platforms, specialty and sample dumping platforms on the one hand. On the other hand, it is also more important to become corporate marketing channels. Enterprises can increase their income, obtain customers, and promote brands through employee's internal purchase mechanism.

Whether you can get orders in the end, we know that marketing is a funnel model. Only enough brand exposure can there be enough customer information information, and it will be converted into enough transaction orders.

2) Employees can improve employees' business awareness and market service awareness, reduce the opposition of the center department and the profit center department;

For the R & D department and functional platform, it is difficult to understand the operating pressure on the front end of the business in daily work. It is also difficult to have awareness of user service. That's why there is an IPD. It is necessary to achieve "one -hole and one hole." On the one hand, it is necessary to rely on the management mechanism, and on the other hand, it can rely on all -staff marketing.

Zhuangzi said, Zi is not fish, knowing the joy of fish. There is no real feeling in this world, only biting cold and warm. You can't let others understand your pain, nor can you make others change for you. And enterprises to operate, whether it is Amoeba's operation or IPD change, is to enhance the business awareness of business employees. This direction is beyond doubt.

Instead of letting employees watch the wall, it is necessary to let all the staff experience it.

3) Employees' in -employment can enhance corporate brand power and influence, increase the construction capacity of private domain platforms, and expand private domain flow.

If employees cannot allow employees to achieve the role of "salesperson", they can also allow employees to be guests. The minimum requirements can also allow employees to be advertisers. Nowadays, there are more expensive advertisements in the circle of friends. Therefore, if you can realize brand dissemination through employees, it is also a beautiful thing with the establishment of a private domain flow pool.

Third, the operation system of the internal purchase will explain the employee's internal purchase platform in detail from the three aspects of business system, product design, and daily operations. The operating system refers to the development of the business mechanism for employees to use in the development of the format. For example, use free+ value -added services to do games, cost -effective+ smart home ecology to do the Xiaomi ecological chain.

1. It is necessary to get rich first, and let everyone get rich together

The most taboo for employees' in -employment operations is that some employees rely on channel advantages to occupy the top purchase list. And because of the promotion of internal purchase, the company will inevitably invest in resources, and these resources are captured by a few employees, which has been wool for internal purchases. But ordinary employees are lacking channels and lack of experience. It is difficult to order. Just like the ticketing platform, the ox has a server hoarding a large number of train tickets, and the general public cannot grab a ticket.

Therefore, the first business strategy of internal purchases is "to get rich first, and everyone must be rich together." Allows some people to take the lead (of course, to do appropriate restrictions). The more important business focus is how to support more ordinary employees to become rich. This is also in line with the business model of long -tail theory. In the previous article, the "Employee Circle Distribution Model: Single Peak Model" is also explained in detail.

2. Special forces (internal purchase festival), and the field army (purchased throughout the year)

Employees should build their own 6.18 and Double 11 Carnival, so as to concentrate the explosion -driven orders. This strategy can achieve internal purchase channel expansion on the basis of not affecting existing channels. In fact, there is a certain competitive relationship with the existing marketing channels. If you don't want to form a price shock and do not affect the benefits of vested interests, it is necessary to build your own carnival.

As we all know, the e -commerce platform has the exposure of platform operators to realize the platform, and offline channels have store commissions and supermarkets to achieve traffic acquisition. And if the internal purchase channels just rely on the internal purchase carnival to achieve sales growth, it is not enough.

From the analysis of the value chain, it can be seen that the salesperson must rely on brand penetration> Advertising communication> customer love collection> product promotion> sales transactions. Sellers are accumulating customer resources and accumulating network resources every day. And employees also need to engage in daily work daily, don't say that there is no customer resource precipitation, even if there are customer resources, at the moment of the door, they will not be able to transaction because of lack of experience.

Therefore, to achieve sustainable operation of internal purchase, our second business strategy is "special forces (internal purchase festival), but also the field army (purchased throughout the year)."

To achieve this business strategy, we have put forward higher requirements for our daily operations and our IT system product design.

3. To VIP service (one -on -one response employee consultation), and supermarket self -service (employee self -service marketing and learning community)

There is also an operating pain point in employees, that is, because employees do not understand products and are unfamiliar with sales, they rely on internal purchase operators. This will cause the purchase operator to be occupied by various conventional and simple consultations per day. And if you do not reply to the employees, they will be talked about by the employees that they will lose orders because they do not cooperate with internal purchase operators.

Therefore, we need to build a self -service marketing and learning community for employees to increase the precipitation rate of knowledge and increase employee self -service resolution rates. This is also our third operating strategy "require VIP service, but also supermarket self -service."

4. Do not distribute (procurement), just retail (retail home)

Many companies are now abandoning the distributors, because the distributors will press the goods, and if the goods cannot sell the company, they will make up the difference. This will cause the operating performance to look dazzling in the short term, but by the end of the year, it is found that the company does not make money at all.

There will also be such a situation in the purchase of internal purchases. Internal purchase taboo distributor channel sales. To be precise, internal purchase absolutely prohibits distributor channel models. Internal purchase is only retail. To retail home.

4. Internal purchase operation KPI indicator

Combined with the above business system, we can simply design the KPI indicator for internal purchases. It is not elaborated here, we will stay in the 4th article: Is it a good business in the purchase: the operation management articles are described in detail. Start here.

1) Pay attention to the functional effectiveness of the internal purchase IT platform;

Do not refer to the commercial e -commerce platform to build an internal purchase platform. Internal purchase has its own business logic, with special users (ordinary employees), different service scenarios (comparison prices, training). So be sure to pay attention to the functional effectiveness of the IT platform.

2) Pay attention to the organizational efficiency of the internal purchase and operation team;

Never invest a large number of internal purchase and operation teams for operational support, limited the number of internal purchase and operation teams, and define the team's functional boundary and time proportion. Only the minimum operating investment can be used to obtain the maximum profit growth.

3) Pay attention to the expansion rate of the first and secondary distribution of internal purchases;

Never limit the purchase of internal purchases in the first -level distribution (employee itself). Instead, the friends of the employees and friends of the employees should be included in the distribution channels, and the sharing economy is used to enhance the influence.

4) Pay attention to the conversion rate of employee relationship chain internal purchase;

Never pay attention to the final transaction amount, but should use the "marketing value chain" funnel model for conversion rate analysis, such as how many advertisements, how many customer affairs consultations, and how many first orders are placed.How many secondary transactions.Use data to measure the conversion funnel of an employee.This is a bottleneck in which stage employees are in the model.5) Pay attention to the sustainability of internal purchase operations;

Never pay attention to the income of the short -term carnival, but should focus on the entire year's internal purchase revenue, and analyze the operation health of the internal purchase from the perspective of "sustainable operation".

This article was published by @ Boyka original published by everyone is a product manager. Reprinting

The title map is from Unsplash, based on the CC0 protocol

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