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武汉商家的抗疫自卫战:40天涨粉2万+,销售额40万+! - 用户故事 - 上线了sxl.cn会员数近 3 万,服务家庭超 5000 个,GMV 超 40 万
这是一个小程序 40 天的增长数据,乍一看没什么了不起,但它发生在此次疫情的重灾区——武汉,它叫阳一买菜。它的开发者就是武汉土豪食品有限公司创始人,周强。
从武汉封城的那一天起,上线君无时不刻都在关注疫情进展,刷朋友圈成了常态。也是在这时,上线君发现了阳一买菜。今天就为大家揭晓以周强为代表的、疫情下武汉的创业者,是如何“绝地求生”的!
本文关键词:社交电商、社区团购、私域流量、线下供应链的线上转型
01.武汉是我家,我想为家乡人民做点实事
1 月 23 日,武汉封城,随后交通管制,线下门店陆续关闭。
在武汉新洲区负责操盘新洲农产品电商运营中心的周强,早在 10 月份就为自己的线下门店搭建好了一个小程序商城。看到自己热爱的家乡“生病了”,周强突然反应过来:“我有货源,又有小程序,完全可以帮大家解决无法出门采购的需求啊,我应该为家乡人民做点实事!”
周强决定开始为阳逻居民配送生活物资。
当晚,周强连夜上架了多种生鲜套餐包。同时,他顺带想到了社交电商,于是设计好了带小程序码的海报,通过线下宣传单、微信朋友圈、微信群等渠道,向身边的亲友传播。
没想到,小程序奏效很快,第二天他就收到了小程序订单。陆续,下单的人越来越多,订单多到他来不及看后台。“大家都担心出门被感染,因此大家都更倾向于线上购买。”周强说。
02.配送难度再大,我们也想让大家吃到新鲜食材
“随着疫情越发严峻,后来开始封锁小区、控制出入,路上也是关卡重重。为加强防控,很多配送员都出不了门,我们也是想尽办法开证明,才能继续为大家送货的。每配送一单,我们都需要花费大量时间登记、测体温,间隔 2 米距离排队放行。这既影响我们的配送效率,也会让客户多一分等待的焦虑。”
周强开始思考如何提高配送效率,优化运力,思来想去他决定采用社区团购的模式。在疫情肆虐的时候,搞社区团购听起来像是一个不太可能的事情。但偏偏在这种时刻,为了降低各方感染风险,大批量购买、无接触配送恰好是更优的解决方案。
“就以小区为单位,由团长在微信群里负责组织和发起拼团需求,这样既能提高配送效率,还能顺带做拉新。”周强对上线君说。
于是,他将亲友绑定为超级云名片的团队成员,分别担任着不同小区的团长职责,团长各自推广自己的小程序码,很快成百上千个新用户涌入小程序。
10 余个社区团购群一夜之间诞生。这些可都是实打实的私域流量!
03.联合抗疫,共渡难关
从 0 单到 1000 单,周强只花了 3 天,小程序的用户增长和订单销售额也是出乎他意料的。
- 左1、左2:疫情前后销售额对比图,
- 右1:小程序数据报告
通过小程序中的在线咨询、微信群聊,周强发现越来越多的顾客开始提出生鲜以外的物资需求。为了扩大服务范围,同时尽量保障物资充足,周强决定寻找更多的供应商,完善供应体系。而谈合作的资本,自然是他小程序中珍贵的私域流量资源。
仅半天时间,周强便联合了阳逻街 5 家生鲜超市,通过「上线了」https://www.sxl.cn/搭建了门店小程序,同时与阳一买菜小程序做了跳转关联,构建小程序矩阵。
从创建门店小程序,到上架商品,到搭建小程序矩阵,到成功上线投入运营,周强只花了 24 小时!
04.用心服务构建安心平台,社会责任大过商业利益
其实周强还有另外一个身份,「上线了」武汉地区合作伙伴。此前,周强也会自己运营小程序,研究产品功能和玩法。
“我作为「上线了」的代理商,一直很认可「上线了」小程序。这次疫情突然爆发,我本想用小程序商城为家乡人民提供保障供应服务的,没想到居然火了,也是切身感受到了小程序的强大和便利,也很感谢大家的信任。这次收获非常多!
现在我更想做的,是为阳逻的父老乡亲服务,持续为大家构建一个健康、安心、贴心的本地线上购物平台。经过这次难忘的经历,我对创业的本质也有了新的认知,更多的是为社会创造价值,责任是大过商业利益的。”
这是周强忙了一天之后,半夜给上线君的留言。
写在最后
目前,阳一买菜还保持着 2~3 天一次的更新迭代。
像周强这类传统行业的创业者,能够凭借自身线下供应链的优势,大胆尝试小程序的不同玩法,从社交电商,到社区团购,再到私域流量。直到今天,他依然在进行新的探索,譬如完善小程序服务矩阵等等。
敢于打破固有传统模式,积极进行互联网转型,这种实践精神,本身也非常值得我们学习。更何况,周强用实力定义了自己的成功,着实让上线君很敬佩。
疫情重创了很多行业,但是总有那么一部分人,可以在“危”中找到“机”。而你所在创业领域,从我们今天讲述的创业者身上,又能得到哪些借鉴呢?
题图/文中图源:周强,文章已获得周强本人授权。
本期互动:小程序能给你的创业带来哪些帮助?欢迎在下方留言区说出你的看法!
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