New product free trials and promotional activities are commonly used operational methods by various enterprises. However, during the process of the activities, there are often situations where a large number of 'new customers' rush in and instantly buy out the gifts in an unreasonable and instant manner; for 'old users', there are also pain points where no matter how they are reached through means such as SMS, official accounts, or template messages, they are 'not active'.
In fact, when the private domain traffic reaches a certain scale, the operation enters a refined stage, and the harm brought by security issues will become more prominent. What pitfalls are there in the process of private domain operation, and how should enterprises build a private domain operation security wall?Yao Lingpeng, Director of Tencent Security and General Manager of Tencent Private Domain Security, in dialogue with Fullcotton's 'Triple Swordsmen'Sharing the successful experience of enterprise private domain operation and how to protect the security of private domain operation with examples from the private domain operation history of Fullcotton and successful resistance to black industry.
Who are the 'Triple Swordsmen' of Fullcotton?
Li Huacheng (Great Swordsman): General Manager of the Fullcotton Store Business Department
Xia Liangshi (Prince): General Manager of the Fullcotton Official E-commerce New Retail
Su Zhibin (Su Shao): Head of the Fullcotton Consumer Operation Center
Yao Lingpeng: Can the three of you briefly introduce the brief history of Fullcotton's private domain construction from the beginning to now?
Su Zibin:We have always believed that private and public domains are relative concepts. If strictly speaking, it is just 'users'. The Fullcotton brand always puts users first, but it is just that our channel characteristics give us a different operation method.Why do we call them the 'Triple Swordsmen'? In fact, the positions of the three people are a good representation. For example, the 'Great Swordsman' is now the general manager of our entire store business department, mainly responsible for the promotion, operation, expansion, and加盟 of our entire offline store. Our 'Prince' is responsible for the entire online operation of our brand's official platform. And me, they call me 'Su Shao', mainly responsible for the consumer operation of the Fullcotton brand.Therefore, you will see that the store, the official mall, and consumer operation constitute the operation of the brand's self-owned user assets. This is the origin of our definition.
Li Huaining:In fact, users, the official online mall, the entire store, and the private domain you mentioned just now are basically our self-owned users.
Yao Lingpeng: From the perspective of consumer operation, how do online and offline users balance, and what is the operation strategy of Fullcotton's operation?
Su Zibin:In fact, this issue once posed a great challenge to me, because when I started doing this business, my thought was that since you have almost all the assets of the company's 'people' dimension, that isWe first need to consider the issue of balance, then the issue of value maximization, and finally how to convey our entire brand values to such consumers.So these three issues have been bothering me for a while.
First and foremost, let's take our resource balance issue for example. We currently have public and private domains, we have our offline self-operated stores, and we also have our JD.com, Tmall, and key accounts. At this point, every business needs traffic. When considering the entire large asset of the company, how to match them is actually a big thought, not just about our private domain, our official website, our stores, and our large customers or Tmall, each of which needs it. At this point, for us, we need to consider how to communicate with consumers based on different business forms, which is the first issue I need to think about.
Xia Liang: In fact, the three of us have a fantasy, we hope the distance between us and users will become shorter and shorter.Whether it's members or traffic for Cotton Era, we hope that users can truly go to Channel A if they choose Channel A, and go to Channel B if they choose Channel B. In fact, where users choose to consume should be their own choice. How can we make users better experience the services they should have at the Cotton Era brand?
Li Huachen: Su Shao has a more vivid metaphor, he says we are the gas pedal, he is the brake.So in fact, through the previous transformation, consumers hope to contact the products of Cotton Era or its ideas and culture through which channels, and then we provide them with the corresponding channels and convenience. This is actually a user-oriented approach to doing things.
Su Zibin:When we discuss with Tencent with this kind of thinking, Tencent's team will always tell us “Don't hurry, slow down, slow down, our first consideration is the user's experience.This is a place where I feel particularly deep. So I secretly rejoiced in my heart that finally, someone is stepping on the brakes with me, slow down, slow down. Everything is considered with the user's experience as the top priority, which is something that is particularly compatible with our brand.
Yao Lingpeng: What stage is the user operation of Cotton Era at present, and what role will精细化 operation play in private domain operation?
Su Zibin:In fact, user operation is a major challenge in the ToC or consumer market at present, because each brand and enterprise wants to say that I want to use my own assets, I want to interact with my users more actively, and make them feel positive. However, in this process, my personal experience is that many enterprises are too commercialized.
I have been internalizing an idea of how to make friends with users and how to form a warm connection with them.Being friends with users and forming a warm connection actually means creating a mutually helpful relationship between users and enterprises rather than a transactional one.Therefore, Cotton Era has been developing in this direction. A small part of our business has already made our users aware that Cotton Era is doing something trustworthy and proud, so I am willing to join in this endeavor. Therefore, we keep working hard to increase the number of such people.
Xia Liangnian:Many brands are eager to reach users and want to sell and convert as soon as possible when new customers come to their brands. During the entire user operation stage of Cotton Era, we think more about how to pass on the brand's value and culture to new users through a cyclic way of 7 days, 14 days, and 21 days.
Sometimes business may be a slow process, and the brand needs to have enough patience or a certain cultural and content accumulation to help consumers recognize the brand.Especially the brand coverage of All Cotton Times, because our stores are basically in first and second-tier cities. Whether it is on Tmall, JD.com, or other platforms, including our self-operated mini-program now, it will be found that the online coverage is absolutely wider than offline. Users in third, fourth, and fifth-tier cities are gradually increasing, and some users in third and fourth-tier cities are experiencing a surge in volume. These users may not be able to understand the All Cotton Times brand through stores, and more need some online communities, WeChat Enterprise, or other official accounts, video accounts, to have more in-depth communication with users. This is what Su Shao and our three knights are experiencing at the moment.
Yao Lingpeng: In the process of user operation, acquisition, and activation, have you encountered any problems, such as bottleneck in conversion rate, click-through rate, and efficiency? Can you share some experiences?
Xia Liangnian:In the entire user pool, every time we do a mini-program or user marketing activities, we will reach out or recall users through many ways, among which the most commonly used are official accounts, including SMS and template messages.When we reach out to users, we find that some users in our membership system are in a 'sleeping' state after one month or multiple contacts, and it is impossible to wake them up with a variety of methods. This is a particularly painful issue we encounter.
Yao Lingpeng: Have you analyzed where these difficult-to-reach customers come from before?
Xia Liangnian:Because from offline, through WeChat Enterprise or other methods, it is basically a face-to-face form to沉淀 into our user pool. So, we thinkThe safety of converting from offline to the All Cotton Times user pool is relatively strong. The challenge or problem we face is online.
Because online, we often initiate similar welfare distribution activities with users, and through some marketing methods, we do the gratitude feedback for users. All Cotton Times has new products in various categories, and basically every month or every quarter, we regularly or irregularly organize some new product trial activities, allowing users to have the experience of trying new products.
Indeed, it was especially joyful at that time. I remember that in March, we initiated an activity with our users, planning to distribute 200,000 trial packages. It was found that within less than 5 minutes after the release of this benefit point, half of the trial package samples had already been taken away.
When meeting face to face offline, I know that this user is alive and exists.When initiating events online, we cannot identify whether the user exists truly, and it is difficult for us to judge whether this user is a valid user. This is our pain point.
Xia Liangnian:Switching the memory point to that event, 100,000 gift packages, it was all gone in 5 minutes. My friends told me with great joy that the volume of new users we attracted had increased a lot. At that time, I started to drum in my heart, we understand that even with a large amount of doing fission, if you mobilize your friends around you to do new product trial activities, you will find that it is impossible to do it in 5 minutes. This is the place that was very heavy in my heart at that time, there must be a problem, so I started to review whether the quality of members had a problem.
Su Zibin:For the data that surged in instantly, we will first match them, such as leaving some information to match with our database, to match with our current user pool, to see which ones are new and which ones are old. After removing the new ones, we will see whether these new users are real users or some data.The experience of the three of us and the many battles we have encountered tell us that in business, there will always be people chasing profits. They will think of all kinds of methods or use some technology, like 'shearing sheep' party.
At this time, I found that Master's guess was correct. Whether it is from mini-programs, from our official account, or from store promotion, in fact, as long as we release information, there will definitely be some professionals or semi-professionals who will try to 'shear sheep'. At this time, our cooperation with Tencent began to take effect.
Last time, I mentioned in the office that we should match the user data of the entire database with Tencent Security's black industry data, and then help me check out which ones are so-called black industry. For our enterprise, it is to save costs and to enable us to view the quality of our entire user data more objectively.
We are currently advancing step by step in this way, and we hope to gain a clearer and more objective understanding of our entire data through such cooperation. This is conducive to our next step, whether it is from store communities, online promotion, or our user operation, we can truly and accurately create value for users, so that our real users can perceive the value our brand conveys to them. This is also a very important link for us.
Xia Liangnian:At that time, I had a discussion with Su Shao, Daxia, and three other people. Su Shao said that there is a kind of 'black industry' in the market now. I was a bit confused at that time. I said I had heard of 'shearing sheep', but he asked if I knew about the black industry? I said, 'Is it that terrifying?' He said it indeed was. At that time, the member pool had attracted so many new users, and I still had some doubts. I did a rather foolish thing. I randomly selected hundreds of phone numbers from the users who had entered that pool, and I asked my friends to call them. Either they couldn't reach the phone or no one answered. It was terrifying. He really entered in a few seconds, and it was impossible to identify his identity.
If I don't have a way to clean up the unhealthy user asset data in my existing pool, it will always be in my pool.When I launch promotional activities later on, you will find that it is a vicious cycle. Whether it is a 200,000 gift pack or a 300,000 gift pack, every time you go in, this time is okay, but later you will find that when I need to reach out to users through SMS or the official account,The waste of resources and the叠加 of costs are particularly terrifying.
Li Huaining:HeThe actual cost is one aspect, but more importantly, it will be very poor for the experience of real users, real customers, and real consumers.For example, if 200,000 gift packs are distributed, our real users did not participate in this so-called welfare and did not enjoy the benefits, which is very bad for the entire brand.
Su Zibin:Consumers will ask you, 'You said there were 200,000 copies, and they are all gone so quickly. Who got them? Are there really 200,000 copies?
Yao Lingpeng: So, what kind of cooperation did you and Tencent Security carry out at the membership system level? How was the final outcome?
Su Zibin:We need to work with Tencent Security to do a collision test and filter out some.In each of our activities, we need Tencent Security to 'safeguard our interests,' to detect our data, and to filter out unhealthy data in a timely manner.At that time, we were not aware that Tencent had such tools. After investigating from various sources, we learned that Tencent had such capabilities, which I think is great, and it also allows us to proceed with greater confidence in our activities, serving as a safeguard. Of course, I hope that in the process of further contact, we can discover more tools and capabilities of Tencent Security to help us safeguard our interests.
Li Huaining:At that time, Tencent Security partners conducted a comprehensive user diagnosis for us.
Xia Liangnian:At that time, we asked Tencent Security to help us with the diagnosis, and you will find that 10% to 20% of the users are not actually users of Cotton Era.The user pool of Cotton Era has already reached a certain scale and volume. After we have cleaned it up, we find that we have really reduced the burden and released the ineffective users.Another part is what Su Shao introduced earlier, and there is another way to ensure safety during our activities. When we launch a marketing campaign, especially when we launch new product trials in the past, it is possible that black hat producers may have already been blocked out, which is our core capability.I can confidently and safely carry out activities, and I can also tell my friends, 'This is the data for acquiring new users,' which is of high quality.This is particularly important. When we go to expand this batch of users later on, we will know that I should invest my time and energy in this batch of users, as they are high-quality users, which is particularly important.
Yao Lingpeng: Unicell Era and Tencent Security have jointly built a 'blacklist' before, which is continuously updated. Have you ever thought about what other collaborations there will be with Tencent Security in the future?
Su Zibin:This is why we need your greater support and input when we make a comprehensive layout with Tencent Security in the future. Currently, our cognition or cooperation is停留在 the protection of activities, the safety monitoring of data, and our diagnosis. I believe that the overall capabilities of Tencent Security are far beyond this, and we have more imagination space for the next step. I am particularly looking forward to how we will expand in the next step.
Xia Liangnian:In the future, there will definitely be many brands that will start to go down the road of refined operation of their own users. Before going down this road, whether it is the private domain frequently mentioned in the market, or our new retail, in the early stage,In the early stage of building and operating the user system, we need security to provide protection in advance. Because once the user volume reaches a certain scale or stage, the cost of building security or the system will be particularly high.Therefore, we also hope that other brands do not fall into the pitfalls of Unicell Era in the past.
Li Huachen: In fact, when there is no abnormality in daily life, everyone has no sense of security. But once a problem occurs, you will find that it is quite serious, and the cost of compensation is actually very high.For a brand, for example, like us, Unicell Era, whether it is from the system level, user identification level, including the follow-up marketing level, there are many things that need to be done in the long run. To put it bluntly, the damage to the brand is actually very serious, and it is not just at the level of commercial cost or commercial interest.
Yao Lingpeng: Many people think of security as an action of investing money, but in fact, it helps enterprises reduce costs and improve efficiency. What do you think about this?
Su Zibin:In simple terms, it is about saving money. For example, after we perform a collision test, we will block access to the five levels, especially the most dangerous level. The first step saves the cost of SMS. Secondly, if we have gifts or coupons, it saves the cost of coupons. Thirdly, in the long run, we reduce the operating cost of human resources, which amounts to a significant amount. As for the increase in conversion rates that you mentioned, I rememberCurrently, our events should have a 10% increase in conversion rate compared to the past. In terms of money, it is close to ten million in scale.
Yao Lingpeng: From the perspective of member operation, what are your views on the security of UGC content?
Xia Liangnian:When it comes to live streaming, or the review of images and sensitive text, we currently have a content community in place on the brand side, which is in the development phase and will be launched soon. At this stage, we are very concerned about the future review process, worried that relying solely on manual judgment will result in a high error rate. As a result, during the recent discussion with Tencent Security on the business, they said they could help us with this business and also discoveredThe entire security system involves not only the data field we introduced, but also in fields such as content, and can provide us with safeguarding, which is particularly valuable.
Li Huaining:As the brand has reached today, for exampleWhen the user base of Cotton Era reaches a certain scale, without security guarantees, it is particularly prone to some serious consequences.I think this is very core, whether it is from the content level or the social level.
Xia Liang: Safety is not needed at a single point in the business field, but the entire chain needs it.In our digital operations and refined operations, the planning stage needs security intervention. As your business development range becomes more and more extensive, the security coverage area is a safety net, providing the ability to safeguard our brand development. This is something we need to think about and position.
Yao Lingpeng: Finally, can you express an expectation for the cooperation between Tencent Security and Cotton Era in one sentence?
Su Zibin: What is the Cotton Era? We have always been thinking about it, that is, when more consumers, even the whole population, start using cotton, that is when it will be the Cotton Era in our hearts, not just the brand we are using now.As we focus on this process and the progress of promoting it, we need to involve more consumers and users in this行列. In this process, we truly need Tencent and Tencent Security to safeguard Cotton Era.
Xia Liang: In fact, Cotton Era has a saying that we often follow, health, comfort, and environmental protection. The underlying factor behind health should be safety first.Therefore, Cotton Era hopes to communicate more with users, first, under the protection of Tencent Security, to ensure that users' consumption, shopping, services, and experiences in the Cotton Era domain are absolutely safe. This is the foundation and the cornerstone, and only then can we talk about conveying more product safety and health to our users. So, the health, comfort, and environmental protection advocated by Cotton Era, I believe, have something in common with the security field proposed by Yao Shuai of Tencent Security.
Li Huaining: In fact, industrial security or Tencent Security is similar to border guards, you don't feel them on a daily basis, but they are indeed everywhere.For our entire cotton era itself, our culture is centered around the user. This includes the safety of our entire product line, as we come from a medical background and emphasize safety, not only in terms of product safety but also in terms of the safety and experience of our entire user base. In fact, safety is the foundation, and we very much hope that Cotton Era will have more collaborations with Tencent Security and the entire Tencent to help us enhance the overall user experience.
评论已关闭