[E-commerce turned out to be sauce] In the fiercely competitive e-commerce world, how to consolidate old customers and open up new business opportunities?

Find customer pain points and create unique product value

"The people take food as their heaven", and the fur boy is no exception. The best-selling products in the furbaby market are "food" that belongs to the category of necessities for people's livelihood, accounting for half of the revenue of the furbaby market, and it has grown against the trend during the epidemic. At the same time, they also found new trends by observing consumption habits. On the one hand, they found that current breeders pay more attention to the health of fur babies, which has led to an increase in the sales of canned food and meal packs; More attentive care has led to the rapid growth of pet health food. The topic of the aging life of fur babies is often brought up in Facebook-related groups, and the sales of related products have increased significantly.

One of the major contributors to the stable sales of the furbaby market is "online customer service". General merchandise usually needs to be resolved after-sale issues, but furbaby products are different. For pet owners, pre-sale questions and assistance from real people are urgently needed. of. Therefore, the furbaby market brings the experience of the physical pet store online, and uses professional pet knowledge to instantly answer the questions of the owners and help the owners to understand the products better. This move can not only drive buying interest, but also make customers feel more at ease. Such considerate services make Mao Kids Market stand out from many platforms, make a difference, and also create many additional sales.

Finally, there is a signature homemade product: the subscription box. There are stores in the United States and China that offer pet box services, so the furbaby market also wants to introduce this concept to Taiwan. However, in the process of localization, it was found that Taiwanese breeders like to try early adopters and change feeds, so I brought such a surprising experience to the breeders and fur kids to create a subscription box. Let the owners not have to worry about what to choose. The products with rich connotation, freshness and great value will firmly lock the hearts of the owners through limited sales. It has been sold for four or five years so far!

It is these services that make most customers abandon other large-scale channels that focus on low prices. The reason is that they are different from ordinary channels in terms of product professionalism and content information presentation. Mao Kids Market fully plays the role of channels and platforms. Bring customers a diverse and in-depth shopping experience.

How does Maozi Market consolidate old customers and develop innovative business opportunities?

Old customers who often interact with the furbaby market must know that they will hold a large-scale marketing event of the online pet exhibition at a fixed time every year, and many people will return to buy at a fixed time. However, this effective cycle comes from perfect old customer management. From website event planning, EDM, newsletter, Line and other channels, to publish promotions and knowledge content, the entire Mao Kids Market website has a repurchase rate of 70% to 75%.

However, the knowledge content mentioned above is an article that has been done in recent years. The reason why I started writing practical articles at the beginning was that I found that the Facebook bonus was starting to disappear. So I started to carry out keyword research and theme planning, so that in addition to IG and Line, there is "full-line marketing" on Google's website. From this, it can be seen that the furbaby market has grasped the golden rule of helping customers understand the products better, which can promote purchases.

So for brands, first of all, what are their competitive advantages? And what is the purpose of operating channels? Moreover, in this era of e-commerce marketing tools, it is even more so for new brands, which need to be "rolled" in major well-known channels. To achieve a certain level of marketing, you must have your own advantages, introductions and characteristics. This will be the cornerstone of all channels, and the most important thing is that customers can see the difference between you and other brands at a glance. This is exactly the case for the fur boy market. It started from formulating strategies and clearly communicated the purpose, and gradually grew to the current stage.

When asked the CEO of Layra, how can he continue to develop the brand, he said that the rapid growth of the pet industry also tests whether the speed of brand response, product introduction and understanding of consumers and market needs is fast enough. As long as you hit a category, there must be a certain level that has not been satisfied. "If you hit the right point, it is easy to grow."

• This article was authored by [Linkeway] to author [Sound through the Realm]
• This episode invites Layra, the CEO of pet e-commerce company "Mao Boy Market", to share how to create new business opportunities and take into account brand characteristics. Welcome to click to listen to the full program Apple Podcast ｜ Spotify ｜ SoundOn ｜ KKBOX
• [E-commerce turned out to be sauce] Podcast, using interesting e-commerce knowledge or interviews with experts in the e-commerce industry, and sharing the e-commerce industry with you in the easiest way

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