Chain brands, many such institutions, the brand has formed a large enough influence among the public beauty seekers, because this type of institution has a "geographical advantage", so it is necessary to make better use of the "time of the day", such as: live broadcast (with Goods) is the best "time" right now, so cooperating with external IPs to do live broadcasts (with goods) is the most effective way to "snatch traffic" at present.
When it comes to live broadcast (carrying goods) here, many people think it is too complicated. There was once a "skilled person" who briefly country email list summarized the live broadcast in one sentence: "A lively and colorful Juhuasuan"
why? The prerequisite for the success of live broadcast (with goods) is: the price, the price must be the lowest in prehistory and the lowest in the whole network to be OK. Therefore, at present, many live broadcast products will disregard their own price system and the interests of all channels, and sell goods in the live broadcast room at a price lower than the guide. Otherwise, it is easy to "roll over".
And the live broadcast (carrying goods) of our medical beauty industry is actually a customer expansion activity, and it is also a traffic harvest.
Therefore, it can be understood as follows:
The purpose of "Tuoke" is to "add new"
"Traffic harvesting" is harvesting "new traffic"
Where does the "new traffic" come from? Other people's "traffic" is their own "new traffic"
Therefore, in reality, many institutions always think about their own traffic and their own potential to conduct live broadcasts. I think this approach is actually a waste of "own traffic".
Our own traffic is also our "prospective customers". In the process of conversion, if we use live broadcast to harvest, it will inevitably be a little rough. I think that if you are not in a hurry to get cash flow, the best way is still to do "refinement management" and then do refined conversion, because these flows themselves have already generated initial trust in you, so don't worry, Do a good job of private domain management, they will be your "dish" sooner or later.
The traffic of external IPs is different. They are like customers introduced by "channels", but different from "channels", we can "retain" them.
In summary, the general idea is:
Cooperate with external IPs to cooperate with anchors, internet celebrities, and bloggers who match the target beauty seekers of their own institutions, and convert their fan resources into our institutional members through low-cost medical beauty projects.
I also said in the previous article that the key to the success of live broadcast marketing lies in two aspects:
Requirements for medical and aesthetic institutions:
Whether the brand and reputation of the institution have long been well known in the minds of public beauty seekers;
Whether the recommended project is occupied, well-known to the public, has been planted, and must comply with the rules of the platform.
Whether the price can be guaranteed to be the lowest in the whole network;
Requirements for external IP:
The number of traffic (followers) of the external IP;
The accuracy of traffic (matching with the portrait of our target beauty seeker).
Therefore, this operation method is very suitable for those well-known brand chain medical beauty institutions.
C. Single-store type with third-party investment
The core of operation: there are many, including capital, team, projects, contacts, etc., each of which is an element that can form core competitiveness.
Why do you say "tricky"?
This type of organization is indeed "ten people and ten colors", and each is different, so it is difficult to achieve a standardized operation model. Therefore, the recommendations for operation cannot be generalized.
However, solving a problem always starts with finding the problem.
So let me talk about what kind of business problems (pain points) this type of medical and aesthetic institutions probably have?
Question 1. Doctors are all hired
If it is purely based on surgery, then the promotion of the doctor must be avoided. In other words, if the doctor is bypassed to build an institutional brand, it will be more difficult. However, after you have built a brand for a doctor for many years, once he doesn't sign with you, all your hard work for so many years will be zero again. Maybe your old customers become other people's old customers, and the market you cultivate will become someone else's market.
Question 2. These types of medical beauty institutions are often local single-store complexes, mostly small and medium-sized medical beauty institutions, so there will be many difficulties in building a team, the team is not stable enough, and it is difficult to provide The team shapes the vision.
Question 3. Most of these types of institutions are mainly based on "channels", but at present, the homogenization competition is increasingly fierce, and the peers are also fighting for price, and high rents, high salaries of medical teams, and channels. High rebate. These factors have squeezed the net profit to very little.
Question 4. The repurchase rate of medical beauty items is low, and old customers cannot make repeated purchases.
Skin management and optoelectronic projects are better, especially plastic surgery is a low-frequency medical beauty project. And many institutions are very weak in their ability to transform the old with the new.
Problem 5. Too much turnover
This type of organization has a relatively large turnover of personnel, and many in-service employees use the organization's resources and brands to pick up "private work"; there are also many employees who have left their jobs to take customers away and hand them over to the next boss. In particular, the phenomenon of institutions with life beauty programs is "the norm."
Question 6. The medical beauty boss himself is a layman and does not understand medical beauty ; or he is from a life beauty background and does not understand management. He often goes to the store to receive and sell in person.
Among the above problems, as a third-party investment-based medical beauty institution, in the actual operation process, one or more will be encountered more or less; however, operation is to constantly discover and solve problems, so as to improve a process of self. Through the appearance of the problem, we can see the essence of the problem clearly, and test the "insight" of every medical beauty boss
The problem exists objectively, and the solution to the problem is not the only one. Only by finding a "simple solution" that best matches and is most effective with your own organization can you manage your organization better.