零一裂变：2021京东超市私域流量运营方案

2021 ‫ښ‬А௔ࢤࢴҮ墉ਗ๏Ҍ By ୸▁੆Չͣ࡬ⴍͤय۪‫ޥ‬ୡҷ՚ ࣹ‫ڢ‬ 1澝৔‫࠭୻ޑ‬Љ஍ࣹ㔀੒ 2澝ҿѼ‫ߥݱ‬Љਙ֩੐ӥ 3澝֜୓କ঴ PART цАબ٠फ‫ࡗ־‬ଞ 01 ৔‫࠭୻ޑ‬Љ஍ࣹ㔀੒ цАબ٠फ‫־‬૜ਗ୻࠭ ‡ ߟ‫ڵ‬ъস͵18ʹ35ٍ‫ךلۯऀۅ׮‬ ‡ ߟ‫ڵ‬уռ͵ࡊ௓ӏલ澝ѧ୾னௐ澝Зы‫ࣲܔ‬ঈ ‡ ଵֈ֪‫͵ے‬чБ૝١ ‡ ࡲଂઞࡼ͵ԕ娴Ԫ澝ҸѨ՚澝۴ߑ՚澝APP ‡ ୻࠭͵ फ‫־‬ ‫ࡗج‬ ੆Չ 䃄७ GMV z डসफ‫־‬૜ਗGMVࠆֹ ૜ ‫ݰۿࡗڕ‬ ࣐‫ࡨ࠹ې‬ ࣐‫ې‬ૡস ‫ל‬Ҏࡕԇ ਗ ࡗ स Ԕ娴/AI‫ט‬ն/੆Չ 1.‫ࢴࡗڕ‬ Ѣ‫ڲ‬ՙ 2.நકࢴ 3.ૡসࢴ ࣐‫ې‬স 4.‫ו‬કࢴ 5. ԿЉࢴ 6.18/11.11 6.ଵֈ஛ ଵ ࣹߗ͵‫ࢴ؁ࣚ\ݤې࣐\ࢴࡗڕ‬ ֈ ‫ړݱݰۿ‬ Ґ ‫ەۮ‬ ੸楔੦ਗ਼ நԤ֋ռ ୭ ઐџъ͵࣐‫׌ې‬େ ާ Зы՚଍ੈ ъ੦/6ؓѸ ЖъՙSOP Ԇ ަՃ֤SOP Ґ डস૜ਗSOP ୭ ‫ڳ‬Ғ৩଍ੈ डসଵֈSOP GMV ࣹߗ͵நԤࢴ\ૡসࢴ\GMV ‫ەۮ‬ ১ԇ֚‫ו‬ Оԇफে ֤त૜ਗ ߗढ़Ӣ‫ق‬ ઐџъ͵࣐‫ې‬૜ਗ ާԆ ‫߆ؚ‬։ե ‫ؙ‬੬‫ࣂד‬ ֈդ‫ࣂד‬ Յ஧ઁऒ ୦։ઢߐ ଵֈੱ‫ޱ‬SOP ‫ېؙ‬Յ஧/੩੗ ࣹߗ͵ࣚ‫ࢴ؁‬B‫ו‬કࢴB-3< ‫ەۮ‬ ‫ٮݺ‬૜ਗ ୡ‫ݿ‬र㬑 ‫ܱࢢװ‬਋ डসधӮ ઐџъ͵डস૜ਗ ֌ս‫ܴݵ‬ ֋ռ૲ռؓў ֋ռԥ䎯ܶ䎲 ֋ռ‫ؚ‬ѭॹ޶ ‫ܴݵ݇ރ‬ डস‫ܨݤ‬ ଵֈ‫ܨݤ‬ ֋ռ‫ܨݤ‬ ࣹߗ͵‫ؙ‬Ԥў\GMV ‫ەۮ‬ ‫ל‬Ҏ૲ռ ࡕԇஓ䏣 ‫ל‬Ҏࡕԇ ૞֪૬ଵ ઐџъ͵ࡕԇज़ӥ ऀ‫߶ۯ‬঎ ࣏շմޫ ߗढ़ঢ‫څ‬ ১ԇߗढ़ ѣ‫ڳ‬SAAS ୈ‫ڂ‬ॡࣂ डসॡࣂ ѢЎCRM z डসफ‫־‬૜ਗ-3<ࠆֹ ߾‫ڶ‬ऩङ GMV ▲঴ऩ߶ UV ᤲ ૆б૴ԗࣤ ᤲ и঴ؔѹ ‫ࡶح‬ ੷Պ ‫ؚޏ‬௙ԥ ৯‫૆זؚ‬ ֌սԃ ଍ੈ‫܍‬۴ ি‫ڳޏ‬ ЈЈҒ ୹ԥҸ ‫ऀڃ‬Ѩ ‫ۯ‬՚ ত ӕ ि Ғ ѣӣ॑ ‫ڳ‬୦৩ З੷੷ ыՊՊ ՚ 䃖 ঞ ੷ Պ ‫ޏޏޏ‬ ыыы ѩ䮠૖ ۙԕଟ Ӵ‫ږ‬ѫ ‫حږ‬մ ‫ح‬ Ԫ ॑ѫ‫ױ‬ ৩մ࣒ क़Ћ‫ݐ‬ ӯ਼ً ‫ޙ‬ य़ 澝 ਻ ‫ם‬ ҏ ऀսࡴ ଣ ‫ۯ‬ঝԈ ս ઇুࣨ 澝 ଇՠࡣ ੭ 澝Ҽ‫ ڥ‬ૉ ত৻‫ڔ‬ ӕ୦ ड़։ ৸ ы֮‫ؚ‬ԥџ ᤲ ‫૆ז‬ைࠩ ‫ࢠݵ‬4 ‫׍‬ іӗҫ Ԇ ӹц4 ௤ Ԇௌў ‫ؚ‬ ૆‫ ݕי‬ԥ ‫ݕ‬ѩ௤ ࣇ ୉ۙ‫ ؚ‬ս ў ‫ރ‬ ૹ‫ ݵך‬௤ ѫs і ை մk ե ٫ ࠥu ௤ Ѻ ‫ࣇڔ‬ௌ ை ୧ս঱ ‫ুؚ‬ԕ ՠѩ ۙ Ӵ z POC୘ࣹࠝߗЉઞࡼ‫۽‬੕ͣʅ15Wफ‫ͤې࣐־‬ POC‫͵୎ݿ‬4‫ޤ‬1‫ݺ‬-7‫ޤ‬31‫ݺ‬ ‫୎ݿ‬ আ▲З߃ ͧ4.1 - 4.30ͨ আиЗ߃ ͧ5.1 - 5.31ͨ আІЗ߃ ͧ6.1 - 6.30ͨ আ֚З߃ ͧ7.1 - 7.31ͨ 㔀‫(ݤ‬ъͤ Ԕ娴ԩ ͣࠠ‫ם‬3000Жͧ‫ܘ‬15%ૃԖࢴͤ ࣔੱՙ ͣࠠ‫ޤ‬10wা࣐‫ܘͧې‬60%‫ܯ‬խࢴͧ 25%࠹ࡨૃԖࢴͤ 13500 / 13500 13500 13500 13500 13500 54000 13500 40500 ੆Չ / 24300 24300 24300 72900 㔀ଞ 13500 51300 51300 51300 167400 z ࣹߗЉઞࡼ‫۽‬੕ͣGMV‫۽‬੕ͤ ¾ POCմޫࣹߗОੌНળૹफ‫׌־‬େ&GMV଴ષуӞࠆֹНОͧ‫ݖݗ‬ROI•2澞 ¾ ROI=GMVͣ2,1087,00ͤ/ׁͣकާԆચ40w+֋ռ਼ઘ40w+੆Չચ࣐72900+AI‫ט‬նચ࣐12wͤ ࣐‫ې‬६ֹ ‫ۯऀޏ‬ ͧ੷Պ‫ࡶږޏܞ‬৲ߛͫ ߌ૆бфսͨ ৯ऀ‫ۯ‬ ͧٝ૆бଋфսͫ ԕ娴Ԫ૦AIऄઢ৲ߛͨ ‫ރۈ‬ ࢤ㓬Љज़ࣛ ࡗଞъ‫ݤ‬ ࡨ୍ࡤঞӱতӕࡶ୏ङ঍ଣͫতӕ ࡶ୏ङ௙ԥ૴ԗࣤЊфսҼ৻୦։澞 ࡤঞӱতӕࡶ୏૴ԗࣤО10%ͫত ӕࡶ୏ӱۨс‫ۯؚ‬ङ૴ԗࣤО50%澞 GMVઋ঑Ҹ‫ڔ‬О͹ X = ‫ރۯऀޏ‬x0.1x0.5x‫ؚ‬ԥџ ࡨ୍৯‫ۯؚ‬ङ‫ەؚ‬Ҽ঩৓‫ޏͫܔ‬஬ ࡌ㞒㠀ЊфսҼ৻୦։澞 ૝١ֺ৯‫ۯؚ‬4З߃յߊӄܷࣁ 10%ӕԗࣤङҼ৻‫૆ז‬ઋ঑澞 GMVઋ঑Ҹ‫ڔ‬О͹ X = ৯ऀ‫୏ࡶۯ‬ы‫ ރ‬x 10%x 100 72900 94500 / 167400 કаъ‫ݤ‬ 3645 9450 4,282 ‫ؙ‬Ԥў 60 200 200 GMVஓѲ 218,700 1,890,000 2,108,700 z ‫ݦ‬Ѽ‫ߌߤ୎ݿ‬੐ӥ ૜ਗ֜୓݀‫ڎ‬ (ாऩ৆ࣲ澝଍ੈЋմ澝‫ࠄކ‬ঌӦঈͨ ٖҿ࡚ੰगੜ ͧ‫ڳ‬ҒٗӀ澝੷ՊٗӀ澝‫ٗ݇ރ‬Ӏঈͨ ‫ߥݱ‬ਙ֩‫۝‬ਸ਼ ͧ࢑ଳ‫ࡶږ‬澝ड़ֿ଍ੈ澝૴ԗࡴԈঈͨ 4߃-֝஄Њֺࠥ‫ڏݟ‬ 䶂ⶸ■擝ⴴ䜬⩘勻◮墂⃐ ‡ ৼᯩഒ䱏⼘ਸǃ㓴ᔪ亩ⴞ㓴ǃ᰾⺞ᰕᑨ⋏ 䙊≷ᣕᵪࡦо㙼䍓࠶ᐕ˗ ‡ ޵䜘䍴ᯉᩌ䳶о⹄䈫ǃ⧠ᴹ䘀㩕ᯩṸ䈳⹄ ࠶᷀˗ ‡ ⭘ᡧ䈳⹄˖⭘ᡧ㹼Ѫ⢩ᖱ࠶᷀оൠ४⎸䍩 㹼࠶᷀ ‡ 䘹૱ㆆࡂǃᕅ⍱ǃ㻲ਈ᣹ᯠ⍫ࣘㆆࡂ ‡ Աъᗞؑоԫ࣑वㅹᐕާ䝽㖞 ‡ ㅜа䱦⇥⍻䈅⍫ࣘᢗ㹼ᯩṸৼᯩᮢᇊ ‡ ߃‫ࡶح‬⍫ࣘ㩭ൠᢗ㹼澝‫݇ރ‬डࡹЊՆ௘ ܶԞѢ‫ݤې࣐ڲ‬ ܶԞफ‫ૃې࣐־‬Ԗࢴ ܶԞफ‫ؙ־‬Ԥў ܶԞडসଵֈ஛ 5߃Ȍ ֺࠥଙїЊۨࣅԗ ‫ࡗج‬Љ૜ਗૃԖ‫ੰ࡚ૻڼ‬ Љ૨і澝‫ࣱ࡚ܨݤ‬ЉѨԖ ‡ ܴ৒଒੧ड़ֿऀ‫ࡶحۯ‬Њ੷Պ‫ˈޏܞ‬Ոॆ⍱ 䟿䖜ॆ䬮ᶑ ‡ ᐢᴹ⊹⏰⭘ᡧⲴ༽䍝ᕅሬоҼ৻୦։ ‡ ᰕᑨ䘀㩕оу仈ᙗ⍫ࣘㆆࡂ ‡ ⇿ᴸਙ‫ص‬2൪‫ࡶږ‬⍫ࣘЊ䖜ॆ⍫ࣘ ‡ ड़ֿऀ‫ۯ‬ੑࡊЊ۟‫ە‬৓‫ܴͫܔ‬৒य़਻ О618GMVӏӵੑਈ GMVӎӴ ‫ל‬Ҏޫ୎࣐‫ࡨ࠹ࡗ֚ې‬ 6߃&7߃-ࡶ୏澝GMVӏӵ ֟ঘ618‫ٵ‬ЗЉ‫ͧ؃ࣔ؞ݺז‬ ૡਸ਼फ‫־‬GMVӎӴЉࡗଞ ‫ࡗ֚ࡨ࠹ૻڼ‬ ‡ ᰕᑨ䘀㩕оу仈ᙗ⍫ࣘㆆࡂ ‡ ᤱ㔝⿽㥹+ ᣹ᯠ༽䍝 ‡ փ㌫ॆᯩ⌅䇪䗃ࠪ ‡ ֠৉618Њ‫ޙח‬؄фս୦։‫ޟ‬؄଒੧GMVӏӵ PART 01 цАબ٠फ‫־‬஍ࣹ ҿѼ‫ߥݱ‬lu &ਙ֩੐ӥ ͣ▁ͤ फ‫ߌߤ־‬ ůƵ 䬖⤴愥啺晓⊺⡓ Private domain operations into the map ‫ࡶږ‬ ㇔⭖⸖㱂㴡彔 ʹ 惎㾺ᴻ∆ 基≢ ऀ‫ۯ‬ӣ‫ك‬଍ੈ 䐩ㄸℇ⭃廑匦 1) 旿墀⏩ᶚ䭺⚊䖃亣漓亣 惋㮞弙㘈ᶿᵇ∹K漢 2) ᴌ⋩ẜ展亣佉漓弙廆1V1 ⪝䊯㗳⠙揿惎 01 ⬐䤌ⶐ⸖㱂 Ḙ⋸⸖㱂 ⸃ᴛ⌉ṝ ∆基≢ 䠿ᶥ埃⋙ 䛮Ợ ᶨ⏂㘻ℷ:ᶨ⏂䷅⡘ conceptual⠨枞ℹȽ㜸⏂屡异 埃⋙漣ㇽ◣䜎ᴁ℁䩊ℇ搁䊪㯖+䶣∆漑㱸⠗㓘儱⶘☩⸁㐿漕⋰㊉㙄Ⱦ) ϬϮ Ḁ⺭ 䐩ㄸ◟⠎ ㄑᴻ梗≖ 㘫尮ᵱ 1V1㇜⍽嫮◟⠎ 䐩ㄸ㮊淙 漑⠎㊩漒◟⠎ ㈂䷮漑⠎㊩漒ᴎ◟⠎ ㈂䷮1v1 ᷙ尺䐩ㄸ亥 ϯ͕ϱ͕ϳ͕ϭϱ⁴⼁ 䢐K亥 1V1 ₆⪺ℇᶬ 搁␯劸⪣ ḛ⍙㘎↢ 䑚⩙幭∗ ⸃ᴛ⌉ṝ乯㉣ ଍ੈ 03 ϭͿ⛻ᶏ⠪䈬㗵⪍⒅䖅⺯Ợ ᶨ⏂䛪收 ϮͿ㗵䘠⪟ ⌹⸖ᶻ䖅㮠弛䰡 㙑 弊⏂ ᶦ⏀㘹ℵ ⬐ƐŝnjĞ漣 ⺭Ỡ䇫⪵⏀漓䐴⑅斏哎⅌⋯揽㊤漏ƐŝnjĞ∹℅漓᷶㜻㓟ḗ↾Ϳ ⠨ƐŝnjĞ漣 ϭͿ䐴⑅⅌⋯揽㊤⺭Ỡ䇫⪵⅌⋯⠙⡖㘹ℵ ;㘈᷶㜻ḗ↾漐漢 ϮͿ䐴⑅⅌⋯揽㊤䄅⋐㘹ℵ⺭Ỡ䇫⪵㖖ℷ㋏⅌漏㓟᷶㜻ḗ↾漓㘈㓵擳ḗ↾Ͳ㓟旿ㆡ 峐漐 ㌬恌屟⏀Ȼ㲧᷶䩕䑤Ȼḗ⿟ℷȻ敏果䅸᷶ㆡ尬Ȼㇻ◡㆗ㅢ 1V1 䐧ㄶ䷳䯺 梕≔⠌尬䩕䑤Ȼ揿␭⁧㱀䤊㝅㚵㌬ⷹȻ䐧ㄶ℅⭁廏匤䩕䑤漏℅䶦䐧ㄶ䪠䌅漐 㘌⋌☉ 㰺↧⪢⋐ 0⁂枅Ȼ⁧乐㗿ṍ᷶Ȼᴺ林㰺↧漏廚亣漐Ȼ敏㓵䣑㘿Ȼᶦ⏀䣌剈 ⺯Ợ亥 ℅⭁廏匤 䗭㜆ᶹ亣Ȼ㘌↠Ȼ᷶Ἳ⎋ℨ䗉Ȼ㔮⌥⋮㈀䷬廏匤Ȼ㰺峂ⶥ Ẋ漡䮽僳䈩䈩⡲⩨★㝋ḙȻ㴄㒯亍䕼BlingBlingȻㅒⳤᶹ參俼旅䷒匤Ȼ䄰孅ㆣ儩 3㡝-4㡝嬙⍧-䲁ὕ枋㴊 Execute the plan ֋Ԇࡗसगੜ ґ㔴р‫ܯ‬गੜ؎ࠣ 3‫ޤ‬21‫ݺ‬-3‫ޤ‬30‫ݺ‬ ӫ‫׶‬ઞ‫ݪ‬Ӕ‫ה‬ ͣъ੦澝઒ՙ澝Ԕ娴ԩ澝ଵֈ澝डসࡗस݀‫ڎ‬ॗͤ 4‫ޤ‬8‫ݺ‬-9‫ݺ‬ ॕ▁ࠊ੆Չࡕԇ