Brand members draw lots to buy Estee Lauder.

See the end of the article for free access to the electronic version of the global user operation white paper. With the demand change of "people" becoming more and more complicated, the supply competition of "goods" is becoming more and more fierce, and the flow dividend of "market" is gradually exhausted. The mode of simply driving GMV growth from the public platform is no longer effective. In order to continuously promote business growth, businesses must survive in the process of change, transform the original growth mode of tapping traffic depressions in independent channels into value mining in the whole life cycle of user groups, precipitate and integrate multi-touch and multi-channel crowd assets, and realize the operation of global user groups. This is the most effective path of value mining and the fundamental reason for the gradual rise of global user operations. Recently, Tencent Smart Retail released the White Paper on Global User Operation, which is the first white paper focusing on user operation in the era of global operation. Combined with the cases of representative enterprises in typical industries such as beauty, clothing, 3C electronics, supermarkets, etc., this paper systematically introduces the global user operation solutions with the star model as the core, from strategy formulation to mode landing, and comprehensively combs the core ideas of user operation in the global operation era for merchants. Through the investigation of a large number of merchants, Tencent summarized its insight into the global user operation of various industries, and summarized and classified the data requirements involved in various user operation scenarios, and launched the Tencent Star global user value-added model based on the Tencent 5R crowd asset model. STAR global user value-added model refers to the evaluation of business user assets from four dimensions: scale (brand crowd assets), triangulation (structural health), activation (interactive activities) and return (value creation). With the help of this model, businesses can better measure the operation effect of their users and find problems, thus speeding up the optimization iteration from the strategic layer to the operational layer. By integrating the star model into the daily operation of businesses and combining the operational needs of users in different industries, we have summarized five key operational scenarios: global user innovation, in-depth operation of members, commodity promotion strategy, marketing node promotion and global user growth. These five operational scenarios also have different emphases on the four indicators of S, T, A and R.. Scenario 1: Global User Innovation The key goal of this scenario is to enhance the brand crowd assets, that is, the scale of the S indicator. The main strategy of this scenario follows the order of "people-goods-market". Firstly, analyze the scope of opportunity crowd according to brand crowd assets, then analyze crowd portraits and consumption preferences, and formulate personalized product recommendation strategies. Finally, combined with the best marketing contacts, witness the growth of efficient user innovation and collaborative transaction transformation. For example, I.T, a well-known fashion brand, loves interesting, social-oriented marketing activities with circle culture. Therefore, I.T has created diversified marketing activities to recruit new products, launched a limited product lottery, guided users to register as members, and continued to input public and private domain traffic to the activities with the help of Tencent's eco-social scene to promote innovation and sales. Combine the twice-yearly "thanks for the discount" live broadcast and fission gameplay to guide the user groups to share the live broadcast activities and enhance the loyalty of loyal fans. Scenario 2: In-depth operation of members According to the 28 th rule, member operation plays an important role in global user operation. In the star-centered solution, the membership operation mainly focuses on the refined operation of the user groups that have entered the user pool, including the global membership system, contacts and rights, and based on this, the stratification strategy is formulated, mainly focusing on the proportion of members, the activity of member interaction and the contribution of life cycle value. Therefore, the in-depth operation of members mainly revolves around three indicators: T, A and R. For example, Anna Nair, a well-known children's wear, has established four system models after depositing the members' assets on the brand's own global data analysis platform, so as to gain a comprehensive insight into members' consumption behavior, life cycle management, consumption characteristics and habits, and response rate of marketing activities. Anna Nair, after getting the insight results, will carry out refined operation according to the pre-judgment results to improve operational efficiency. For example, the early warning model of membership loss can help Anna Nair to take activation and recall measures for customers who are about to lose or have lost, effectively reducing the turnover rate and improving the stickiness of members. Scenario 3: Commodity Promotion Strategy This scenario is mainly aimed at consumer goods industries with rich SKUs, high frequency of new products or strong product drive, such as clothing sports and 3C electronics. In this scenario, the product life cycle is mainly analyzed, diagnosed and optimized, including trend insight, opportunity insight, crowd positioning identification and so on. And the optimization of marketing efficiency after new products are listed, including content level, brand promotion level and matching of people and goods. Analyze and monitor product mix, conversion rate and product acceptance, and finally optimize product promotion and sales efficiency and improve penetration rate. Therefore, we should focus on the indicators in S, A and R. For example, Hong Kong Sasha, a well-known traditional offline store management brand, established a three-dimensional model with continuous analysis behavior by establishing a comprehensive label system in its SCRM system after depositing all the brand crowd assets, and then deeply analyzed the crowd preferences and behavioral motives, thus empowering automatic marketing tools to reach them efficiently. For example, according to the time point when consumers are most easily impressed by marketing, content templates are automatically applied in prime time, and specific content is pushed through their preferred channels, thus improving the consumption experience and saving marketing costs. It is understood that in 20021year, the annual advertising turnover ROI of Hong Kong Sasha exceeded 13, an increase of more than 6 times. Scenario 4: In the scenario where marketing nodes promote marketing, businesses usually take the growth of R indicators as the leading factor and strive to achieve rapid business growth in a short period of time. However, the solution in this scenario is not limited to the results, but starting from S, disassembling the business objectives to 5R, the number of people at all levels, and the conversion rate; Considering the four categories of STAR indicators comprehensively, the improvement of R indicators can be achieved by increasing the total population assets, deepening the positive flow of R 1~R3 population and establishing a dynamic monitoring system. Well-known clothing brand I.T is to use the phased model of user groups to understand the preferences of user groups, select contact combinations through media tools, efficiently match the delivery of people and goods, and enhance the value of user groups. In the two "thanks for the discount" live broadcast activities held every year, through the live broadcast fission, we continue to guide the user groups to share the live broadcast activities during the period, which not only effectively brings new ideas, but also enhances the loyalty of loyal fans. Scenario 5: Global User Growth applies STAR to the asset diagnosis of omni-channel brand crowd, gain insight into the distribution performance of merchant's 5R assets in various channels, analyze the driving force of merchant's user groups in different channels, realize targeted secondary marketing, promote the asset scale growth and structural optimization of omni-channel brand crowd, promote positive circulation and conversion repurchase, and realize all-round growth of omni-channel S, T, A and R indicators. Estee Lauder, a well-known beauty brand, found that middle and high-end beauty people generally prefer rich marketing contacts, and their requirements for service and quality are constantly improving. Therefore, Estee Lauder has established an omni-channel membership system. Strengthen members' minds through members' days and ceremonies, and provide services such as point redemption and counter luxury pet, reflecting differentiated rights and interests; VIP user service is more high-end and refined. The essence of the global operation of Wenwei Welfare is to use data to help enterprises improve every link of operation and every detail of contact with user groups, and ultimately enhance their life cycle value, and at the same time make the relationship between user groups and brands closer and help enterprises grow for a long time. There is no denying that global management is the general trend. Only in this way can more enterprises gain brand-new development opportunities in the face of market challenges. As the industry's leading intelligent marketing platform integrating public and private domains, Xingyun Youke will join hands with Tencent to continue iterative innovation and help more retail brands and anchors achieve global growth! Reply to STAR Star in the background of WeChat official account to get the electronic version of global user operation white paper for free!