更新时间 2021-05-17 15:23:56
Update Time 2021-05-17 15:23:56
奥飞娱乐股份有限公司（SZ：002292）是中国目前最具实力和发展潜力的动漫及娱乐文化产业集团公司之一，以发展民族动漫文化产业，让快乐与梦想无处不在为使命，致力构筑东方迪士尼。成功打造了以IP为核心的企业，集动漫、玩具、婴童、授权、媒体、影视、游戏等一体的泛娱乐产业链系统，拥有超级飞侠、喜羊羊与灰太狼等大IP,已实现了从精品IP打造到全产业链变现的运作模式
（二）业务需求
当我们发现公域流量越来越贵时，转化与留存越来越难时，整个行业对私域流量的渴望已经达到了极致，同时在全渠道下，用户数据分散、割裂、导致品牌运营部门对用户洞察面临着巨大挑战。
奥飞作为优质内容提供商，在各大公域流量池拥有几千万粉丝，如何助力业务部门继续扩大流量入口？如何将一个集团、授权商整合，将整个流量资源统一，帮助业务部门提高业绩？如何把奥飞分布在各公域流量池的粉丝转到私域流量运作？基于奥飞娱乐对私域流量的渴望以及对未来的规划，提出以下业务需求：
1. 社群营销裂变推广：期望社群可实现多级分销，线下推广获得分佣，保障分销利益的同时，融入线下经销商渠道，减少分销推广渠道的库存压力。
2. 拉通线上流量线下运营：期望系统能满足顾客线上下单，前往就近门店自提，为门店引流，解决线上到线下和线下到线上的流量转换，低成本获取精准客户。
3. 全网精准营销驱动：期望系统包含丰富多样的个性化的营销工具，提升会员复购率，延长会员生命周期，提升运营能力，并能为运营更多赋能。
4. 线上直播短视频营销：期望系统能满足与当下最热门的直播功能，实现边播边卖，与粉丝互动，打造专属奥飞俱乐部的带货新平台。
Alpha Group Co., Ltd. (SZ: 002292) is one of the most powerful and promising group companies in China's animation and entertainment culture industry. With the mission of developing the national animation culture industry and making happiness and dreams everywhere, it is committed to building an Oriental Disney. It has successfully created an enterprise with IP as the core, a pan-entertainment industry chain system integrating animation, toys, baby products, licensing, media, film and television, games, etc. It owns big IPs such as Super Wings and Pleasant Goat and Big Big Wolf, and has realized the operation mode from creating high-quality IPs to realizing the value of the entire industry chain.
(II)Business Requirements
When we find that public domain traffic is getting more and more expensive and conversion and retention are becoming more and more difficult, the whole industry's desire for private domain traffic has reached its peak. At the same time, under the omni-channel, user data is scattered and fragmented, resulting in huge challenges for the brand operation department in user insight.
As a high-quality content provider, Alpha has tens of millions of fans in major public domain traffic pools. How to help the business department continue to expand the traffic entrance? How to integrate a group and licensees, unify the entire traffic resources, and help the business department improve its performance? How to transfer Alpha's fans distributed in various public domain traffic pools to private domain traffic operation? Based on Alpha's desire for private domain traffic and its future planning, the following business requirements are put forward:
1. Community Marketing Fission Promotion:It is expected that the community can achieve multi-level distribution, and offline promotion can obtain commissions. While ensuring the distribution interests, it integrates offline distributor channels to reduce the inventory pressure of distribution promotion channels.
2. Connect Online Traffic with Offline Operation: It is expected that the system can meet the needs of customers placing orders online and picking up goods at the nearest store, attracting traffic to the store, solving the traffic conversion between online and offline, and obtaining accurate customers at a low cost.
3. Omni-channel Precision Marketing Drive:It is expected that the system contains a rich variety of personalized marketing tools to increase the member repurchase rate, extend the member life cycle, improve the operation ability, and provide more empowerment for the operation.
4. Online Live Streaming and Short Video Marketing:It is expected that the system can meet the most popular live streaming functions at present, realize selling while broadcasting, interact with fans, and create a new live streaming e-commerce platform exclusive to Alpha Club.
5. 统一会员权益期望：期望统一平台会员权益，利用集团的多元化产业，会员权益降低边际成本，为会员带来更好的消费体验。
1. 搭建全渠道会员系统，实现全网精准营销：通过构建奥飞俱乐部全渠道会员系统，为奥飞构建私有化流量池，同时连接奥飞品牌多场景的线上商城与线下门店，线上下单，线下门店自提，为平台推广引流同时让会员体验全面升级，轻松连接人货场。
2. 全套灵活营销工具，为运营营销助力：奥飞俱乐部全渠道会员系统包含当下紧跟潮流的营销工具：秒杀、拼团、砍价、满减、满折、积分兑换、线上线下抽奖、优惠劵指定推送、积分兑换等营销工具，为业务部门扩大流量入口，为运营赋能。
3. 多运营渠道直播带货，享受亿万级流量红利：通过构建奥飞俱乐部全渠道会员系统+联合运营，助力奥飞娱乐进入直播元年的黄金时代，在微信小程序直播+抖音直播中享受亿万级的直播粉丝经济红利。
4. 强大的分销体系，实现线上分销联合推广：奥飞俱乐部全渠道会员系统包含丰富灵活的分销管理体系，为平台提供自定义设置，满足分销员自动申成推广海报和一键分享商品功能。分销角色除分销员、小店等还将全国业务范围的经销渠道纳入商城平台，实现线上分销联合推广，为线下推广减少库存压力。
5. 统一会员管理，提供更多权益福利：奥飞娱乐全渠道会员系统实现线上商城与线下门店的会员规则融合，统一为会员提供6大权益和多项福利。同时平台还能通过会员签到、线上抽奖、会员勋章来激励会员，引导会员行为，提升会员活跃度，为平台与商家的会员营销带来更大的便利。
5. Expectation for Unified Membership Rights:It is expected to unify the membership rights on the platform, utilize the diversified industries of the group, reduce the marginal cost of membership rights, and bring a better consumption experience for members.
1. Build an omni-channel membership system to achieve precision marketing across the network:By constructing the omni-channel membership system of Alpha Club, a private traffic pool is built for Alpha. At the same time, it connects the online malls and offline stores of Alpha's brand in multiple scenarios. Customers can place orders online and pick up goods at offline stores, which promotes and attracts traffic for the platform and comprehensively upgrades the membership experience, easily connecting people, goods and the market.
2. A full set of flexible marketing tools to support operation and marketing:The omni-channel membership system of Alpha Club includes trendy marketing tools: flash sales, group buying, bargaining, full reduction, full discount, points redemption, online and offline lottery draws, specified coupon promotion, points redemption and other marketing tools, which expand the traffic entrance for the business department and empower the operation.
3. Live streaming e-commerce through multiple operation channels to enjoy the traffic dividends at the billion level:By constructing the omni-channel membership system of Alpha Club + joint operation, it helps Alpha Entertainment enter the golden age of the first year of live streaming and enjoy the traffic dividends of the live streaming fan economy at the billion level in WeChat Mini Program live streaming and Douyin live streaming.
4. A powerful distribution system to achieve online distribution joint promotion:The omni-channel membership system of Alpha Club includes a rich and flexible distribution management system, providing customized settings for the platform to meet the functions of distributors automatically generating promotion posters and sharing products with one click. In addition to distributors, small stores, etc., the distribution roles also include the distribution channels of the national business scope into the mall platform, realizing online distribution joint promotion and reducing the inventory pressure for offline promotion.
5. Unified membership management to provide more rights and benefits:The omni-channel membership system of Alpha Entertainment integrates the membership rules of online malls and offline stores, and uniformly provides members with 6 major rights and multiple benefits. At the same time, the platform can also motivate members through member check-ins, online lottery draws, and member medals, guide member behavior, increase member activity, and bring greater convenience to the membership marketing of the platform and merchants.
奥飞娱乐通过构建全渠道会员系统，对于业务部门便于做首发测款，帮助工厂反向定制，开发出更符合消费者需求的新品。又能将分布在各大公域平台的会员（如某猫、某东、某宝）进行快速汇总，并归集到奥飞俱乐部私域流量池中，强化各渠道对会员运营的协同协作能力，为各级运营决策提供强有力的支撑，通过平台数据运营后，为奥飞娱乐深入会员，建立全生命周期的会员体系，帮助奥飞娱乐激活会员数字资产，进一步释放商业价值：
1. 构建私域流量池，实现精准营销：奥飞娱乐全渠道会员系统上线后，把原本分布在各大公域流量平台的会员引流到现有的私域流量池中，通过捕捉到会员关键行为及生命周期的状态变化，上线三个月会员的复购率达到了37%，使促销活动更加精准。
2. 统一全渠道会员身份，精准匹配会员权益：奥飞俱乐部通过全渠道会员系统，实现了全渠道会员的统一识别，为会员提供了统等级、权益与积分，实现了会员细分，将流量沉淀在奥飞俱乐部全渠道会员系统中，通过丰富多样的营销活动多重触达会员，有效唤回会员。
3. 线上线下接合，引流到店自提：奥飞俱乐部全渠道会员系统，通过传达线上线下同款同价，让会员随时随地都可以线上浏览门店同款商品，并从就近实体会员店与体验店提货，不仅能让会员当场体验商品，还能拉动会员到店后的连带销售，助力奥飞娱乐连接所有的消费者触点。
4. 构建社交新零售，实现社群多级分销：满足社群多级分销，基于社交信任，助力分销员微信生态一键分享，在线推广，打破空间限制让社群分销全面升级，既丰富了私域流量池，又轻松链接人、货、场。
星点点科技有限公司国家高新技术企业，专注于提供“新商业、新零售、新营销”的行业咨询、解决方案、软件研发、运维支持服务，致力提供本地化电子商务及移动互联网软件研发服务。
已成功为周大福、碧桂园、天河城集团、奥飞股份、彩生活集团、圣地集团、珠光集团、东升集团、高德置地、益田集团、吾悦广场、富康城集团、星艺装饰、恒洁集团、招商局集团、乐淘网、蜂狂购等大中型零售集团企业提供解决方案。
公司地址：深圳市南山区西丽街道茶光路1018号创客公馆505室
联系人：何佳妮
移动电话：18902307523
By constructing the omni-channel membership system, Alpha Entertainment makes it convenient for the business department to conduct first-release product testing, helps the factory with reverse customization, and develops new products that better meet the needs of consumers. It can also quickly summarize the members distributed on major public domain platforms (such as a certain cat, a certain east, a certain treasure) and gather them into the private traffic pool of Alpha Club, strengthening the collaborative operation ability of each channel for members, providing strong support for operation decisions at all levels. Through the operation of platform data, it enables Alpha Entertainment to have a deeper understanding of members, establishes a membership system for the entire life cycle, helps Alpha Entertainment activate the digital assets of members, and further releases commercial value:
1. Build a private traffic pool to achieve precision marketing:After the omni-channel membership system of Alpha Entertainment was launched, it引流 the members originally distributed on major public domain traffic platforms into the existing private traffic pool. By capturing the key behaviors of members and the state changes in the life cycle, the repurchase rate of members reached 37% three months after the launch, making the promotional activities more precise.
2. Unify the identities of omni-channel members and precisely match membership rights:Through the omni-channel membership system, Alpha Club has achieved the unified identification of omni-channel members, provided members with unified levels, rights and points, realized member segmentation, precipitated the traffic in the omni-channel membership system of Alpha Club, reached members multiple times through a variety of marketing activities, and effectively recalled members.
3. Combine online and offline and attract customers to pick up in stores:The omni-channel membership system of Alpha Club conveys that the same products have the same price online and offline, allowing members to browse the same products as those in stores online at any time and place, and pick up the goods from the nearest physical member stores and experience stores. This not only enables members to experience the products on the spot, but also drives the associated sales after members arrive at the store, helping Alpha Entertainment connect all consumer touchpoints.
4. Build social new retail and achieve multi-level community distribution:It meets the needs of multi-level community distribution. Based on social trust, it helps distributors share with one click in the WeChat ecosystem and conduct online promotion, breaking the spatial limitations and comprehensively upgrading community distribution. It not only enriches the private traffic pool, but also easily connects people, goods and the market.
Xingdiandian Technology Co., Ltd. National High-tech Enterprise, focusing on providing industry consultation, solutions, software research and development, operation and maintenance support services for "new business, new retail, new marketing", and is committed to providing local e-commerce and mobile Internet software research and development services.
It has successfully provided solutions for large and medium-sized retail group enterprises such as Chow Tai Fook, Country Garden, Tianhe City Group, Alpha Group Co., Ltd., C&S Group, Shengdi Group, Zhuguang Group, Dongsheng Group, GAC LAND, Yitian Group, Wuyue Square, Fukang City Group, Xingyi Decoration, HeGII Group, China Merchants Group, Letao.com, Fengkuanggou, etc.
Company Address: Room 505, Chuangke Gongguan, No. 1018 Chaguang Road, Xili Street, Nanshan District, Shenzhen
Contact Person: He Jiani
Mobile Phone: 18902307523