PARKLU：2020年中國市場營銷戰略指南（英文版）（106頁）.pdf

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1、parkluRETENTION MARKETING IN CHINA STRATEGY GUIDEMAY 20202ELIJAH WHALEYChief Marketing OfficerI have been ruminating on customer retention for years.Customer acquisition cost(CAC)data from KOL marketing campaigns initially spurred my interest in the subject.For some organizations,CAC is outpacing cu

2、stomer lifetime values(LTV),let alone one-time customers.The reality is,there is little companies can do to reduce CAC online as the gatekeepers(social/e-commerce platforms and KOLs)hold the keys to customers attention.The economics of consumer attention is such that ROI is out of whack and out of t

3、he control of brands.This insight led me to look for arbitrage opportunities elsewhere.I now believe a focus on LTV can countervail CAC.Warning!Retention marketing is not sexy.Retention is complex,with no one-size-fits-all solution.Retention marketing is a symphony of hard-fought customer-pleasing e

4、fforts.Brands can build lasting customer relationships by investing in everything from clean bathrooms to AI-driven Key Opinion Customer(KOC)programs.The one constant is that retention is not easy.Remember this:extreme heat,pressure,and time produces diamonds,and the tasks that are most difficult ar

5、e often those with the highest potential value.Retention is dynamic and complex,often requiring agile thinking and power structures that give employees,and even customers,the ability to act in the brands best interests.To me,packaging design is the best demonstration of the need for a shift in the w

6、ay brands think about retention.Product photography is a moonlighting passion of mine.Each year,I take thousands of product pictures for beauty brands,and I cringe every time I see a glass bottle with a silver logo or a shiny black plastic case with gold text.Armed with professional lighting and tho

7、usands of dollars of camera gear,I often struggle to make a products labeling visible.How much more difficult have these designs made it for customers to share these products with friends on social media?Word-of-mouth(WOM)is the single most impactful form of marketing.However,a lack of consideration

8、 for the potential impact package design can have on advocacy is ultimately crippling organic uplifts in LTV.Customer retention is so fundamental that it should be considered before all other things.What good is a churned customer?Or worse,how bad is a disgruntled customer who spreads a negative nar

9、rative to their circle?Repeat customers are the backbone of almost every brands revenue.It is the opaqueness of most brands ability to retain customers that creates insecurity around engaging with some of the most effective yet expensive customer acquisition channels,like KOL marketing.That is why w

10、e have created this retention strategy guide.Our goal is to help brands implement the most effective retention marketing strategies and technologies used in China today.+elijahwhaleyFORWARDRetention&ROI Mindset The entrepreneur and internet personality,Gary Vaynerchuk,is in a boardroom pitching to t

11、he C-level executives of a potential client for his marketing agency VaynerMedia.One of the C-level executives keeps interrupting Gary to ask,“But,whats the ROI?”After being interrupted several times,Gary looked at the executive and said,“Whats the ROI of your mother?”For any of you that have watche

12、d Gary Vee on YouTube,you understand he has a crass way of communicating profound concepts.Gary then went on to explain what he meant:Your mother kissed your booboos,tucked you in at night,cooked for you,prayed for you,disciplined you,and praised you.She was arguably the most crucial component of tu

13、rning you into the person you are today with all the contributions you now make in the world.Your life is your mothers ROI.What single action that your mother took triggered your current performance?Which time did she nurse you back to health that elicited your charity?What evening was it when she f

14、orced you to study that induced your current ability to innovate?The reality is,there is no single action that your mother took that resulted in the value you now produce.We can not measure the ROI of any single action of our mothers.The same is true in commerce.To attribute a single brand action to

15、 revenue is foolhardy.4Table of contents5-14 15-19 20-40 41-55CAC Vs LTV Retention Community LoyaltyAdvocacy Monetization Agile56-86 87-95 96-104CAC VS LTV A CASE FOR RETENTIONAbstract Tens of thousands of new products appear in the Chinese market each year,but up to 70 percent of the new products c

16、an survive no more than 18 months.Forty-four percent of FMCG brands claim that their number one challenge is the high acquisition costs with low return on investment.-Nielsen There are more social,content,and e-commerce platforms today than there were five years ago.However,the rise of many new scal

17、able channels has only served to fracture potential customers attention further.The by-product of this is the increased cost and complexity of acquisition.Compounding the situation,shifts to social commerce and Direct-to-Consumer(DTC)models have increased the total number of new brands competing for

18、 customers yuan.Some businesses have been able to mitigate increased competition by using better data and adopting New Retail strategies to be far more targeted and omnipresent in their acquisition efforts.Weve seen that access to data can boost efficiency on e-commerce platforms.But the e-commerce

19、platforms are gatekeepers,and from 2015 to 2018,the leading e-commerce platforms increased CPM advertising costs by 286 percent.The reality:The cost of customer acquisition has been rising and will continue to increase,and there is little brands can do about it.The takeaway:Brands should focus on wh

20、at they can control.How brands interact with their current customers is the most significant point of leverage for improving LTV,defending against competitors,and lowering CAC.Due to the interwoven nature of the buyers journey in China,if brands improve customer retention,other parts of the buyers j

21、ourney will also enhance,enabling new opportunities elsewhere in the buyers journey.In the right circumstances,this can become a positively reinforcing cycle that compounds with each customer.There is strong evidence that Chinese customers are increasingly disloyal,which has the modern Chinese marke

22、ter focused on marketing to growing traits of disloyalty.But in fact,it is customer retention that is ripe for innovation,and thats where brands should be investing resources.6The typical Chinese customer requires 8 brand touchpoints before making a purchase decision.Thats 4 more than western custom

23、ers.McKinsey ChinaGuanxi,a social exchange mechanism built on mutual favors and a high-context culture,significantly impacts the Chinese buyers journey.Chinese customers have a greater need for implicit brand communication of value propositions and trust built by reciprocity.Because individual ident

24、ity is rooted in group affirmation,acceptance of a brand or product requires broader approval.This type of consumer pragmatism also impacts the pace of change and acceptance of new products,especially when there is already a communally accepted incumbent product.Chinese customers desire for context

25、increases the number of sources of information needed to make a decision,which increases brand touchpoints in the buyers journey.As a result,each acquisition of a Chinese customer can be intrinsically more expensive when compared to the West.Each customer a brand acquires,especially in early growth

26、stages,is that much more prized,and each is critical to broader acceptance by that customers community.Brands must maximize the value of every customer by leveraging cultural norms that drive propensities to remain loyal and advocate for the brands they choose.7BUYER BEHAVIOR8Paid Media CPM on Leadi

27、ng E-commerce Platforms+286%Increase2550751002015201620172018Source:Kantar MediaThere was a notable increase in the cost of CPM advertising on leading e-commerce platforms from 2015 to 2018.Even though e-commerce ads can be a particularly important part of driving in-platform conversions,the high co

28、sts are forcing brands to innovate with high-conversion awareness generating initiatives like live-streaming KOLs.E-COMMERCE CPM951015601518012517560240106671,07610452Unfortunately,the fees that KOLs charge are not standardized and can vary widely on any given platform.KOL fees also change over time

29、.For instance,KOL fees on Douyin dropped dramatically on Douyin in 2019 due to an increase in the total number of active KOLs,while Xiaohongshu KOL fees increased 23x due to stricter KOL marketing platform rules.Platform advertising fees also change over time,and costs can span a wide range dependin

30、g on the type,targeting,timing,and placement of ads.For instance,WeChat largely resisted in-platform ads for a long time but has slowly added options,from Moments video ads to content banners.In addition to splash ads and post boosting,Weibo employs a(Real-Time Bidding)RTB system.*Based on avg.fees*

31、Range of CPM feesKOL&PLATFORM CPM10Although KOLs are a critical touchpoint in many buyer journeys,the CAC can be tough to swallow for brands and sometimes even outpaces LTV.The low probability of positive direct sales ROI has led some brands to measure campaigns in terms of brand marketing.Brands ar

32、e also heading further down the funnel to work with livestreaming and e-commerce KOLs.However,livestreaming KOLs come with their own high costs and new sets of challenges,especially when it comes to pricing strategies and generating repeat purchases.*Based on avg.fees and estimated conversion rates3

33、,3332,8572,0004,444150KOL CAC11CUSTOMERS ARE A BRANDS MOST VALUABLE ASSETAcquiring a new customer is 5 to 25x more expensive than retaining an existing one-HBR Increasing customer retention by 5%can increase profits from 25-95%-HBR Returning customers spend 67%more than new customers-Bain Loyal cust

34、omers are 5x as likely to repurchase,5x as likely to forgive,4x as likely to refer,and 7x as likely to try a new offering-TemkinLOYALTYS VALUERETENTION ROI120102Improving retention sets off a self-reinforcing cycle Social media sharing,user-generated content(UGC),and customer reviews have become vit

35、al to the success of customer acquisition.Combining the retention of current customers with mechanisms that compel sharing,UGC,and reviews creates a dual effect.As a brand retains customers,those additional customers take more of the critical actions that accelerate further acquisition,either throug

36、h sharing,content creation,or word-of-mouth(WOM).Retention is a self-nurturing virtuous cycle that creates a compounding effect over time:As more new customers are retained,more are acquired.DRIVES ACQUISITIONRetention decreases CAC and increases LTV Three important things happen to monetization wit

37、h improved retention.Retaining a more substantial proportion of a customer cohort increases revenue acquired from that cohort within a given period.Retention also increases the length of time that a customer cohort sticks with a brand,which increases repurchase rates,up-selling,and cross-selling opp

38、ortunities.Finally,retention efforts that drive further acquisition reduce CAC and increase s LTV.IMPROVES MONETIZATIONRETENTION BENEFITS130 304Retention builds an acquisition competitive edge As a brand increases retention,monetization,and LTV,it has more income available to reinvest in customer ac

39、quisition.In doing so,the brand can push competitors out of acquisition channels and open up new channels that were previously too expensive.This is key,especially since many paid acquisition channels are efficient marketplaces,and ad inventory goes to the highest bidder.With an increased LTV,the br

40、and can afford a higher CAC.This means the brand will be able to outbid other brands for the same ad inventory,effectively pricing competitors out of a channel.COMPETITIVE EDGERetention accelerates payback period The payback period is the time it takes to break even on the cost of acquiring a custom

41、er.This is a limiting factor as the payback period determines how much cash is needed to fuel growth.It is particularly important when customers are acquired through performance marketing initiatives like KOLs.Because improving retention drives monetization-meaning a brand can make more money over a

42、 designated period-it also shortens the brands payback period.With a shorter payback period,a brand will be able to reinvest the cash earned sooner in further acquisitions.ACCELERATES PAYBACK RETENTION BENEFITS14TIMECUSTOMER VALUEPOTENTIALPASSIVE BRANDCHURNACTIVE BRANDADVOCACYLOYALTYAt the point of

43、purchase,each customer has the potential to remain a loyal customer,become a brand advocate,or later churn by purchasing another brands product.The risk of churn is not only limited to future purchases,as a churned customer can also include detractors that spread negative opinions.Loyal customers ty

44、pically make up the most significant portion of revenue for brands.In addition to repurchasing,the longer a customer is loyal to a brand,the more they will spend on average for each sequential purchase.In general,Chinese consumers are not very loyal,making tactics around immediate advocacy even more

45、 critical.On a per-customer-basis,advocate customers are overwhelmingly more profitable than other customers.Advocates do more for a business than purchase products.They behave like a marketing channel for the brand,influencing others to buy and defending the brand against detractors.Though customer

46、 advocates are autonomous in that the brand cant dictate their activity,their advocacy is more authentic than that of KOLs-and more influential in substance.Like customer acquisition,retention takes concerted effort and investment.Brands must take an active role in producing loyalty or advocacy thro

47、ugh systems and mechanisms.Without an active role from the brand,customers are more likely to churn over time,especially with comparison driven product categories.ACTIVE RETENTIONRETENTION WHY IT WORKSAbstract Chinas market dynamics and cultural norms make customers resistant to marketing that lacks

48、 nuanced expressions of value and deep consideration of relationship-based,high-context buying behavior.The buyers journey is particularly long in China.Therefore,its a waste not to amplify the value of each customer.Customer satisfaction demonstrated through loyalty and advocacy is a prize that eve

49、ry successful brand must strive after.The Acquisition,Activation,Retention,Referral,and Revenue(AARRR)funnel framework is the dominant framework guiding conversations around metrics,goal setting,and strategic growth.The issue with the funnel is that it only operates in one direction,which is an inac

50、curate representation of the long-term brand-customer relationship.Everyone understands that the more put in at the top,the more comes out at the bottom.However,the funnel gives no guidance on how to reinvest what comes out at the bottom to continue to feed growth over time.The model itself provides

51、 no compounding effect.This means brands have to keep feeding more into the top of the funnel to get more at the bottommore money,more people,more tactics,more channels.Not only is this wasteful,but its also unsustainable.Retention can compound the value of customer acquisition.Retention creates clo

52、sed systems where the inputs generate more of an output that can be reinvested in the input.Retention creates value in multiple ways,including loyalty(increased LTV)and advocacy(decreased CAC).Retention needs models to help communicate,prioritize,make strategic bets,set goals,and drive a metrics roa

53、dmap.1617COMPOUND INTEREST IS MANS GREATEST INVENTION.-EINSTEIN18Once a customer makes it through the sales funnel,retention is better represented as a system of loops.Loops are closed systems where the inputs generate more of an output that can be reinvested in the input.With retention,two primary

54、loops serve different value creations;they are loyalty and advocacy.AwarenessConsiderationPurchaseLoyaltyLoopEngageAdvocacyLoopDesire to Advocate Mechanisms or rewards compel the customer to action.Advocate A new or returning customer enters the advocacy loop.Advocacy The customers actions produces

55、more customers.AdvocacyLoopInputActionOutputTarget C LOOPS19Retention is Simultaneous,Iterative,Incremental and Compounds Over Time Retention loops combine how product,channel,and monetization models work together in a single system,forcing brands to answer,“How do current customers compound in valu

56、e over time?”Brands should stop thinking about the never-ending cycles of more tactics,more channels,more of everything to keep filling the top of the funnel,and start thinking about how the customers produced can be reinvested.When the focus is on how to reinvest the output of one cycle of the loop

57、 into the next cycle of the loop to get more output,it creates a compounding effect that maximizes the value of each customer.InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundCOMPOUNDING RETENTIONCOMMUNITY THE SOUL OF RETENTIONAbstract Todays consumers are more knowledgeabl

58、e and discriminating than those of the pastand constantly connected to the Internet.With online access to detailed product information,price comparisons,user reviews,and the recommendations of“friends”on social media sites,they can cut through marketing hyperbole and make informed buying decisions.A

59、nd if theyre not happy with their purchases or experiences,they can spread their negative opinions quickly and broadly online,creating PR nightmares that some businesses never fully recover from.But if your customers are passionate about your companys products and services,they can spread the love j

60、ust as easily.-BCG:Retail 2020 Competing in a Challenging Industry Commonly,the goal of every brand-initiated interaction with customers is to sell something.However,this behavior runs contrary to social norms and inhibits the formation of deeper customer relationships.Community building aims to est

61、ablish or increase trust,affinity,and reciprocity,which ultimately greases the wheels of all other retention initiatives.In many cases,product differentiation between competitors is slight,making brands behavior stand out all the more.The challenge is designing customer touchpoints that allow a bran

62、ds humanity to manifest.When brands behave more like humans,in a more nuanced way,with appropriate intent,demonstrating mutual benefit,relevance,appropriate timing,and emotion,they develop stronger bonds with consumers.To succeed,brands must play a more active role in a variety of aspects of consume

63、rs lives.The best brands in China are building customer communities in private traffic channels to deliver non-commercial value.These communities are built on pillars of communication and empathy.They allow brands to provide value beyond core products and services.The advantages these communities pr

64、esent are vast and significantly impact brands relevance,affinity,and insights into customer needs.22HE CANT BE A MAN BECAUSE HE DOESNT SMOKE,THE SAME CIGARETTES AS ME -THE ROLLING STONES23InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:New community member and or en

65、gagement from existing community member.Action:Members are compelled by the brand and other other members to take specific actions that will benefit the community.Output:Members actions benefit the community and or attracts new members.Definition:A specialized,non-geographically bound community,base

66、d on a structured set of social relations among admirers of a brand.*Brand communities are at the core of“private traffic”strategies.COMMUNITY LOOP24Culture:A communitys culture should provide a tightly knit social framework in which individuals are protective of one another,and the brand safeguards

67、 members interests.Brands must identify the group members needs and objectives,then take action by developing cooperative and collaborative attitudes and practices within the community.Members must have a means of participation,something to do that makes them connected.The purpose of a brand communi

68、ty is to make specific improvements to its members lives.Identity:Community members can be anyone that regularly engages with brand-directed initiatives.Community members are not selected or forced;they are enticed,nurtured,rewarded,and ultimately,self-selecting.FUNDAMENTALSAwarenessConsiderationPur

69、chaseBrandCommunity EngageCOMMUNITY BUILDING25The Purpose of a community is the fundamental reason why the community exists.Answer the question:“Why are the things this community does important?”Members should find the communitys purpose inspirational and motivational.PURPOSEPurposeCREATING COMMUNIT

70、Y CULTUREPhilosophyPrioritiesThe communitys Philosophy is its distinctive and enduring principles and valuesthese direct how the community functions.Members should be able to consistently use these core attributes to guide their interactions,decisions,and actions.PHILOSOPHYPriorities are things the

71、community must focus on and pay attention to now.The current environment and the anticipated near future are the factors that influence these things.Priorities enable the community to achieve short-term goals.PRIORITIES CULTURE26“IN”“OUT”“OUT”“OUT”“OUT”“Who”should be in the community?Membership shou

72、ld have levels of exclusivity,rewards,and ranking to create In and Out identifiers.The more exclusive a community is,the more its perceived value will be to members and wannabe members.Exclusivity will create a stronger sense of a shared culture among members.Exclusive is an internal measure.Its us

73、vs.them,insiders vs.outsiders.Membership on the video platform Bilibili is a prime example of In and Out group formation.To become a member,applicants must take a rigorous questionnaire.The test is so difficult that there are vendors on Taobao who can be paid to take the test on behalf of the user.M

74、embers are then given badges,tokens,and varying levels of access that convey ranking based on community participation.Bilibilis rigorous membership application and hierarchy have produced one of the most engaged user communities on any platform in China.seths.blog/2013/07/people-like-us-do-stuff-lik

75、e-this/COMMUNITY IDENTITY27Brands typically use WeChat Service Accounts as the central hub for aggregating customers.This account will function as a social CRM,communication channel,and often integrates with native e-commerce capabilities.However,domestic brands are building private traffic communit

76、ies with WeChat Personal Accounts.Personal accounts give brands uninhibited communication with members via private messages,Moment posts,and WeChat groups.WeChat Personal Accounts provide brands with an open and granular communication channel.Following a brands WeChat Personal Account is commonly co

77、nsidered the base threshold to becoming a community member and is bona fide private traffic.A WeChat Service Account is used to track customer touchpoints,in-app interactions,build detailed customer profiles,distribute segmented communication,launch/manage various campaigns,sell,and integrate with a

78、 3rd party sCRM.COMMUNITY ACCOUNTS28Super Fan communication channels&benefits Private chat messages Moments posts Chat groups KOLs pioneered this strategy as they have been aggregating their Super Fans into private channel communities long before brands.Super Fan flow and operations KOLs will typica

79、lly add their personal WeChat ID to the profile sections of their public platforms.This is a straightforward and practical tactic that has been applied by hundreds of KOLs.Note that KOLs are not typically utilizing a CRM for follower management.Super Fans function as a marketing and consumer force f

80、or KOLs.KOLs will share new posts in groups on Bilibili,Weibo,and WeChat to encourage Super Fans to like,repost,and buy.They will regularly spend time in the groups answering questions,stimulating conversation,and developing relationships.KOLs will often share exclusive,behind-the-scenes content wit

81、h Super Fans.Brands should consider working with KOLs to run exclusive promotions or campaigns just for Super Fans.SUPER FANSFOLLOWERSPrivate ChatMomentsGroup ChatWeChat Personal AccountsSuper Fan GroupSuper Fan GroupMain AccountMain AccountMain AccountWeiboBilibiliXiaohongshuKOL COMMUNITY29Communit

82、y member communication channels&benefits Private chat messages Moments posts Chat groups Mini programThis strategy aggregates brand customers into WeChat Personal Account followers,forming a massive web of private traffic communities.Community member flow and operations tech Perfect Diarys community

83、 flow is an example of a typical architecture for community building.Perfect Diary compels customers through its WeChat service account to add the brands virtual KOLs(Xiao Wanzi)personal WeChat account.Once a follower of Xiao Wanzi,community members can be engaged via private messages,Moments posts,

84、and invited to WeChat group chats.Perfect Diary is now leveraging Xiao Wanzis influence to launch a whole new sub-brand with its unique line of products.It is rumored that Perfect Diary has more than one million community members in private traffic.This strategy is especially compelling with the kno

85、wledge that the brand was founded in 2015 and is now the No.1 selling beauty brand in China.COMMUNITY MEMBERSFOLLOWERS OR CUSTOMERSWeChat Service AccountWeChat CRMPrivate ChatMomentsGroup ChatWeChat Personal AccountsPERFECT DIARY COMMUNITY30Purpose:A community where runners can connect,share stories

86、,and create new experiences.Nike takes the path of least resistance by supporting existing communities and ignoring direct sales ROI as a success metric.Community member flow and operations In 2015,Nike committed to aiding in the development of Chinas running culture.Nikes community-building initiat

87、ives have gone through several iterations since then.In January 2020,Nike broadened its scope and decided to support existing running clubs with the launch of a physical location in Shanghai called Run Hai Lane.Run Hai Lane is meant to serve as a meeting place for Shanghais running clubs.The space i

88、s free to use,and Nike offers free services like photographers,professional courses,contests,customized T-shirts/badges,and opportunities to try new products.Nikes team starts by connecting with the organizers of running clubs around Shanghai.Of course,each running club has its own WeChat group,and

89、its not Nikes intention to hijack organizers groups.But,Nike will connect club organizers with its own private WeChat groups.When running club members join Run Hai Lane events,Nikes team will invite them into Nike Run Hai Lane WeChat groups to share event information and photos.RUN HAI LANE COMMUNIT

90、Y31InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:Members consume content produced by the brand community.Action:The brand facilitates the creation of content which is exclusive and specifically designed to benefit community members.Output:Members create content tha

91、t benefits other members of the community.Definition:This content is a gift from brands to community members.Content is designed to build affinity and trust based on shared values.*Community content is not published on public channels.CONTENT LOOP32https:/en.wikipedia.org/wiki/Kano_modelBrand Inform

92、ation Product Information Social PresenceBASIC EXPECTATIONSInteresting Visually Stimulating Worth SharingValue First Start Conversations Build Social CapitalHYGIENIC CONTENTLINEAR CONTENTDELIGHTFUL CONTENTValue First:In the vast majority of cases,providing value first does not mean talking about the

93、 brand or its products.Think of content as a gift.To be successful,content must contain the value community members desire to receive.Start Conversations:Create opportunities for group conversation.Craft content in a manner that compels community members to interact,ask questions,or contribute with

94、their own knowledge and wit.Build Social Capital:Design content in a way that when an individual shares it,it raises their social status among peers.You can do this by creating content that,when shared,makes the sharer look smart,funny,or interesting.SATISFACTIONDISSATISFACTIONPRESENTABSENTSATISFY E

95、XPECTATIONSSURPASS EXPECTATIONSCONTENT PHILOSOPHY33https:/ VALUEMOST DESIRABLE TYPE OF CONTENTHigh-utility content is actionable and helpful.Typical forms of utility content are tutorials,apps,or news.High-entertainment content is fun,easy to consume,and a distraction.Entertaining content is the mos

96、t shared form of content.Creating genuinely entertaining content is difficult,but most utility content is boring.Content that strikes a balance between utility and entertainment hits a sweet spot,providing the best of both worlds.Content that is further enriched by interaction can boost both enterta

97、inment and utility of content.Think forums,live-streaming,or bullet comments on Bilibili where user interaction is part-and-parcel of the value of the original content and increases with each interaction.LOWUTILITY VALUEHIGHHIGHCONTENT PHILOSOPHY CONTENTMICROCONTENTDISTRIBUTEPillar Content:Deep-dive

98、 exhaustive content is the foundation of all content.This pillar content,once engaged with,should compel the creation of UGC content from the community.The original content and UGC can later be sliced into forms of content.Microcontent:Smaller forms of content will use the pillar content and UGC con

99、tent as the primary source material.Coordinate between all content released in any given period.Microcontent can give a brand the scale needed to deliver high-value content consistently.Distribute:Create constant and consistent messaging for the brand community.Good or bad,each piece of content dist

100、ributed by the brand sets a level of expectation by community members.The goal is to deliver the highest value possible every time.CONTENT PYRAMID35Community member communication channels In-app Ctrip VTM WeChat groupsThis strategy goes beyond customer service by moving customers into a community-dr

101、iven concierge environment in-app and on WeChat.Community content flow and operations tech Ctrip has a free virtual-tour-manager(VTM)service for its customer communities.Customers can access the VTM in Ctrips app and special WeChat groups.Customers get invited to WeChat groups with other customers t

102、raveling to the same destination around the same time.Ctrip agents manage these groups,providing real-time VTM service.Ctrips WeChat travel groups act as a kind of crowd-sourced concierge service as the travelers help each other with travel advice and assistance.Requests in the VTM groups range from

103、 arranging airport pickup,tour suggestions,making restaurant reservations,and translation assistance.Not only can travelers connect and share with each other,but Ctrip can up-sell in a way that feels noncommercial.Fourteen million travelers used Ctrips VTM in 2018.COMMUNITY MEMBERSWeChat GroupWeChat

104、 Personal CRMCUSTOMERS&COMMUNITY MEMBERSCtrip PlatformCustomer CRMCTRIP COMMUNITY CONTENT36Community content communication channels Offline events Nike apps Social media platformsNike is mastering the art of global community building by putting brand facilitated content at the forefront of their str

105、ategy.Community content flow and operations Since 2012,when Nike first sponsored the Shanghai Marathon,it has been inviting professional runners from around the world to share their stories.Before the 2019 Shanghai Marathon,Nike asked eight international running clubs to share stories,run,and party

106、with local running club members.During the coronavirus lockdown,Nike provided free training classes,dietary guides,and meditation advice in its WeChat Mini Program and Apps.Nike also hosted public and private WeChat and Douyin livestreamed training sessions with professional coaches.NIKE COMMUNITY C

107、ONTENT370102There is relationship-building arbitrage in the comments Community building starts with being proactive.Every day,there are a limitless number of unanswered questions asked on social media that brands can answer.The most natural place to start is by identifying unanswered questions in tr

108、ending posts or in those posts that mention the brand or competitor brands.A simple search on social will reveal a plethora of opportunities to begin communicating with customers and non-customers alike.Do not over-complicate this process.Communicate with others like a friend.These conversations wil

109、l naturally shift more and more to private and group chats as you foster those bonds.BE CONVERSATIONALProviding value is about satisfying another persons needs Positively impacting one person will far outweigh forgettable communication with 1,000.Real value creation is not about quantity;its about q

110、uality.Go as deep as necessary,with every opportunity to be helpful.The benefit provided should not be limited to brand products because the range of human interests are unlimited.To scale the service,a brand can provide,start with identifying what each community member has to contribute.Be a connec

111、tor by offering a variety of member roles,segmented groups,and in-depth content on niche topics.As members needs are understood,create a web of interconnecting value among all members.PROVIDE VALUEKEYS TO COMMUNITY380 304Time is our most precious resource Relationships blossom from time spent togeth

112、er,but few people will waste their time.Dont engage for engagements sake.If every experience members have with the community is overwhelmingly special,then the downtime between interactions will only make the heart grow fonder.A community is creating a sub-culture.Each interaction either sets or rei

113、nforces that culture.Consistency develops habits;habits modify behavior;behavior is central to culture norms.So,spend time together,having shared experiences,and initiate exchanges that bring a community to life.RESPECT TIMEEmbrace intimacy Communities do not have to be limited by Dunbars number.Tak

114、e the time to document more than the basics about each community member and consolidate this data in a CRM that also tracks purchase behavior.Start by implementing a survey system that,once completed,grants special community privileges.This information should be used to elevate personalized communic

115、ation.It will be the human touches,like sending a happy birthday message that stands out.Making it a priority to show community members they are valued will transform the experience into something truly extraordinary.EMBRACE INTIMACYKEYS TO COMMUNITYThis strategy goes beyond customer service by movi

116、ng customers into a community-driven concierge environment in a WeChat Group.Social CRMs:Some real innovations are being made in the Social CRM(sCRM)world.Many sCRMs are now giving brands the ability to track purchase behavior and brand engagement across social and offline.The ability to track,tag,a

117、nd segment followers and then customize communication at scale,is impressive.There is also an increased focus on new tech-driven retention campaign strategies that include fan-get-fan,multi-level marketing(MLM),and group buying capabilities.Many sCRMs today turn WeChat into a super-charged customer

118、service,e-commerce,loyalty,and affiliate management tool.Brand Owned ChannelsE-commerceSocial MediaOfflinesCRMSegmentationSupportContent/CampaignsCustomer ManagementCOMMUNITY TECHWeChat Personal Account CRMs are enabling brands to scale community management like a black-hat bot farm.WeChat Personal

119、Account CRMs:Personal WeChat account management systems have gone from black-hat marketing tools used by bot farms,to proper SAAS platforms used by some of Chinas biggest brands.With these platforms,brands can manage multiple brand-controlled personal WeChat accounts at scale,giving them zero barrie

120、rs to direct communication with the contacts that follow these accounts.The CRMs enable Moments posting,multi-group management,messenger bots,varying campaign mechanisms,follower segmentation,tagging,and tracking.The vast majority of sCRM platforms in China cannot manage private WeChat accounts.*For

121、 Windows users try- *For Apple users try- WeChat Personal AccountsPersonal Account 1Personal Account 2Personal Account 3Personal Account 5Personal Account 6Personal Account 4Brand WeChat Personal Accounts CRMPrivate ChatsMomentsGroup ChatsScaled Community ManagementCOMMUNITY TECHLOYALTY COMPOUNDING

122、RETENTIONAbstract“Consumers are actively on the lookout for new brands as the gamble of buying a new product is de-risked by levers like rising income levels.With the overwhelming majority of consumers actively or passively open to unfaithful actions,the risks for brand owners have never been greate

123、r.This information alone tells us that“conventional”product innovation is no longer about being first to market,delivering the next best attribute or even greater value,but extends to identifying a brands larger purpose,for connecting with more discerning and fickle consumers.”-Nielsen There has bee

124、n a tectonic power shift given to consumersthe power to inform and be informed.This power shift is most evident in the way customers now make purchasing decisions.Chinese brands loyalty strategies are generally more innovative and culturally sensitive when compared to their Western cross-border coun

125、terparts.Instead of designing triggers to maximize penetration and adoption of loyalty programs,many Chinese brands are using the data they generate to better serve core,high-value customers,in order to recruit more of them.Instead of aiming promotions at general consumer segments,which can encourag

126、e cherry-picking,Chinese brands are using promotions to increase the spending and loyalty of higher-value customers.The goal for loyalty data is to provide consumers with a better shopping experiences,which will ultimately attract more consumers.“86%of Chinese respondents agree that all other factor

127、s equal,they will buy from a retailer with a loyalty program over one without”-Nielsen43ITS MORE THAN JUST A COMPANY.ITS MORE THAN JUST A PRODUCT.THERES A CAUSE THERE AND AN ISSUE THAT REALLY MATTERS.THATS WHY PEOPLE FEEL VERY STRONGLY.”-ELON MUSK44InputActionOutputCompoundInputActionOutputInputActi

128、onOutputCompoundCompoundInput:A customer purchases a product.Action:Satisfaction,reward mechanisms,post-purchase rationalization,social reinforcement,and/or other emotional/psychological reinforcements motivate the customer repurchase.Output:Each successive purchase should further reinforces the des

129、ire to purchase in the future.Definition:Positive feelings and dedication to purchase the same product or service repeatedly now and in the future from the same brand.*Should not be confused with“habit,”which suggests a less emotional engagement and commitment.LOYALTY LOOP45Though it might seem coun

130、ter-intuitive,some of the best loyalty programs do not center around rewards for re-purchase.Loyalty purely based on transactions,commoditizes the brand-customer relationship.Brands that extend value beyond core revenue-generating initiatives have the best chance to emotionally resonate with custome

131、rs and create the top-of-mind stickiness that makes a repeat purchase a given.Layering in tech to track usage,engagement,and relationships give brands invaluable insights into core customers behavior.If we look at loyalty as a process of reciprocity,then a customers purchase should trigger a give fr

132、om the brand.1Points Purchase,referrals,participation,etc.2Gifts Registration,birthdays,anniversaries,etc.3Services Delivery,consultations,installations,etc.456Content Livestreams,consultations,tools,etc.7Recognition Social shout-outs,personalized communication,gifts,etc.Samples Purchase,new product

133、 launch,user testing,etc.Contests Lucky Draws,referrals,UGC,etc.8Access Pre-order,customizations,events etc.LOYALTY RECIPROCITY46A significant portion of what will motivate loyalty is social psychology.Post-purchase satisfaction will be influenced by peers reactions to the buyers choice.The public,n

134、ot brands,own brand perception.Brand perception is what people believe,not what the brand says.Brand equity comes from use,experience,functionality,reputation and word-of-mouth.Its the intangibles that grease the wheels of positive social reception.Customers need ways to communicate the shrewdness o

135、f their choice.And so,it isnot the product or service itself,buteverything that surrounds it,which gives it real defensible differentiation.1Marketing The perception of quality can be more important than the actual quality.2Branding The only subjective measure of beauty that matters is the aesthetic

136、 sentiment of the customer.3Service From greetings to the cleanliness of bathrooms,service signals the degree to which a brand cherishes customers.4Employees Employees should reflect customers.Take the target consumer and mirror that persona internally.5Innovation Seeming innovative gives customers

137、a sense that they themselves are evolved and better adapted for the future.LOYALTY INTANGIBLES47Beginning with the product and leveraging customer relationships makes this loyalty strategy uniquely robust.Loyalty program flow and value proposition Each Dyson product sold in China is labeled with a u

138、nique QR code.Customers are compelled to scan these QR codes to activate the warranty for their products.But this product registration process goes far beyond warranty activation.The customers data is aggregated into a sophisticated sCRM and marketing automation platform,which segments customers for

139、 personalized communication,cross-selling,loyalty/advocacy campaigns,and data analytics tracking.Because Dyson knows which products a customer bought,and when,it can send reminders to buy things like filters on its e-commerce platform.Aggregated customer purchase tracking tells Dyson which other pro

140、ducts to push in drip promotion campaigns.Additionally,Dyson can create referral rewards campaigns offering existing customers customized offers for family and friends.LOYALTY MEMBERSCRM+Marketing AutomationCUSTOMERSUnique Product QR CodeProduct RegistrationCUSTOMERSCustomer CenterDrip PromotionRefe

141、rral Program* designed Dysons solutionDYSON LOYALTY48Freely giving away value first in tech apps,community activities,and training content is at the heart of this loyalty retention strategy.Loyalty program flow and value proposition Nikes loyalty program membership starts with registering on Nikes N

142、RC/NTC apps or the WeChat Mini Program.Members then have access to a wide range of benefits.However,Nikes main value propositions for members center around training programs,performance tracking,and online/offline events.Members can register to participate in regularly held online and offline activi

143、ties with professional trainers.Loyalty program benefits:Early access to new products Birthday gifts,discounts,customized experiences Training and nutrition content Access to local events Livestreams from local professional coaches Fitness tracking Personal workout consultingLOYALTY PROGRAMNike Apps

144、Customer CenterTraining ContentRun TrackingWeChat Mini ProgramRunning Club AppTraining Club AppMember PassOnline EventsOffline EventsNIKE LOYALTY49InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:A customer gives personal or preference information to a brand.Action:Th

145、e brand modifies the customer experience or product in a way that is specifically appealing to that customer.Output:The customer is more willing to reengage with the brand and supply additional information.Definition:Consists of tailoring a service or a product to accommodate specific individuals,so

146、metimes tied to groups or segments of individuals.PERSONALIZATION LOOP50ChinaUSAgreeDisagree59%29%14%37%I am happy for a retailer to identify when I am nearby and send me personalized offers.AgreeDisagree5%I expect a retailer to have up to date information across all channels(in-store,online,etc.).A

147、greeDisagree8%I am comfortable for a retailer to monitor my shopping patterns and purchases.67%34%33%61%34%38%China consumers are much more willing to share data and have high expectations;they will receive a personalized experience because of it.Standardized products no longer meet the personalized

148、 needs of consumers.This is why the market share of big brands is constantly being eaten by niche creative products.Diversification of categories and product upgrading are growing trends in China.An exciting area of rapid growth in China is the consumer-to-manufacturer(C2M)model.As Chinas factories

149、become consumer-centric and brands collect customer data,what to make,and how much of it to make is rapidly streamlining.Personalization is a broad topic that can touch product development through to customer service.Source:PwCPERSONALIZATION EXPECTATIONS51Commoditized Market:When a product becomes

150、indistinguishable from others like it,and therefore,consumers buy on price alone.Commoditization signals are:increasing competition,availability of me-too products,customer reluctance to pay for features and services accompanying the product,and pressure on prices and margins in general.Competitive

151、Market:Markets are competitive when many producers with distinctive value propositions compete to provide consumers with goods and services.In a competitive market,no single producer or consumer can dictate the market.Customers choose products or services that they believe provide higher value.Perso

152、nalization shift:Personalization can shift a brands equity into greater alignment with customers desires.The primary way out of commoditization is through deeply exploring customer value to identify and understand needs that have not been well articulated.Brands can increase loyalty and create finan

153、cial value most effectively by first focusing on the unique value they create for customers.COMMODITIZED MARKETBRAND EQUITIES&DISEQUITIESCOMPETITOR EQUITIES&DISEQUITIESCUSTOMER DESIRES&ATTRIBUTESPERSONALIZATION SHIFTCOMPETITIVE MARKETUNIQUE CUSTOMER VALUECOMPETITIVE PERSONALIZATIONbiz.libretexts.org

154、/Book:_Growth_and_Competitive_Strategy_in_Three_Circles52There is much work being done to develop on-demand product manufacturing to create customer-designed products.Loyalty program flow and value proposition Levis had been experimenting with shifting to a demand-led model where retailers or end-cu

155、stomers design product finishings.With Levis official WeChat Mini Program,customers can customize graphic patterns and write inscriptions for free on a limited range of jackets,T-shirts,and hoodies.Delivery is guaranteed within seven working days.Last July in the US,Levis rolled out an online orderi

156、ng system that allows customers to choose the wash,tint,pattern,wear,and color of the patch on new jeans.For years,clothing brands have been looking at shifting the supply chain in ways that allow production to happen closer to the end customer.Body scanning technology is a particular area of intere

157、st as customers desire tailored clothes.However,at this time,most customization done in China is monogramming or other relatively superficial approaches.No doubt,this is an area ripe for innovation and disruption.Custom Clothing Mini ProgramPreviewPersonalizePurchaseShopping Mini ProgramLEVIS PERSON

158、ALIZATION530102Every moment will contribute to the potential for loyalty Identify and map all the defining moments in a customers typical experience with your brand.A defining moment is any point in time when a customer has the opportunity to form an impression of the brand.A defining moment is not

159、a full transactionits only one of many moments that add up to a customer experience.Each defining moment can be positive,negative,or neutral.The goal is to make as many defining moments as positive as possible so that the overall customer experience is positive and memorable.By analyzing and strateg

160、izing each moment,a brand can plan how to make every moment positive and attempt to anticipate and hopefully avoid negative defining moments.DEFINING MOMENTSThe purpose of business is to satisfy others needs Strategic brands segment their customers,treating each segment as one big“customer”.Each seg

161、ment,however,is comprised of many individual customers who each individually experience the brand.Customer-centricity is often applied from the perspective of the customer segment,but it is individuals that interact with the brand.Each interaction must focus on making a customer satisfied.To do this

162、,brands must determine whats important to each customer.Create early interaction points that assess what a customer needs/wants and get agreement on what the customer expects to receive.This will give the brand the insights it needs to be customer-centric and ultimately deserving of loyalty.CUSTOMER

163、-CENTRICKEYS TO LOYALTY540 304Customers need individualized service The difference between services and service:Services-pre-boarding privileges,an assigned personal representative,etc.-are used to buy loyalty.But customers only remain loyal as long as the value of the services is competitive.Becaus

164、e services can be directly related to budget expenses,they are typically easy for competitors to match or exceed.In contrast,service-attention,empathy,care-target the human,business,and hidden needs of customers.Competitive advantage will manifest in employees that are consistently delivering custom

165、ized service to customers.Provide employees with proactive leeway to proactively do what is right by each customer.EMPOWERED EMPLOYEESDo more than what is required Being proactive and doing more than is required are not innate characteristics.On the contrary,evolutionary biology pushes each of us to

166、 expend the least amount of effort needed.Unfortunately,this primitive laziness is not adapted to modern consumers desire for service.There is a survival-of-the-fittest battle taking place for the hearts,minds,and wallets of consumers.Only organizational cultures that center around a spirit of excel

167、lence will survive.People dont forget when pleasant,unexpected things come their waya random act of kindness will leave a lasting impression.Exceeding customer expectations may be alchemy,but its the surest path to loyalty.THE EXTRA MILEKEYS TO LOYALTYOmni-channel loyalty tech solutions are a dime d

168、ozen.Its not so much about the tools you use but how you use them.Loyalty Tech:Many CRMs have loyalty marketing tools natively integrated.Though not all offerings are the same,some specific features can level-up a brands loyalty game.Unique dynamic QR code creation&bindingis one particularly importa

169、nt feature we found on only a couple of platforms.Unique dynamic QR code creation&binding:Dynamic QR codes allow linking URLs to be modified,provide scan analytics,password protection,device-based redirection,and access management.When combined with database binding,unique dynamic QR codes can be as

170、signed to an individual product,event,or customer.This binding gives brands the ability to track a wide range of actions,like attributing contacts to a principle referral customer,campaign engagement,and or product purchases.*For a truly innovative loyalty sCRM,check out- Omni-channel Customer Data

171、AggregationCommerceOnlineOfflineLoyalty SystemPersonalizationSuportRewardsOmni-channel Customer Data ApplicationLOYALTY TECH55ADVOCACY EXPONENTIAL RETENTIONAbstract Chinese consumers are placing increasing value on peer-to-peer product reviews prior to purchase.According to research by PWC,54%of Chi

172、nese consumers seek to validate product quality through reviews,comments and feedback prior to purchasing compared to 47%globally,and 27%will write their own review of the product or experience after purchasing compared to 20%globally.-PWC Word-of-moth creates more trust than any other source of inf

173、ormation-Kantar Brand marketers do not need another acronym;they need a paradigm shift in thinking.Key Opinion Customers(KOC)are often interpreted as Micro or Longtail-KOLs,and thus,many brands are developing strategies around a poor interpretation of a fundamental idea.Every brand has KOC.Its what

174、brands do or dont do to leverage KOC that makes the difference.KOC exponentially increases LTV for a brand by combining loyalty,community,and advocacy to drive brand awareness and sales among their intimate circle of influence,which is primarily composed of friends,family,and colleagues.Domestic Chi

175、nese brands are perfecting the art of KOC marketing.The rewards of pursuing excellence in KOC marketing are huge,as it can deliver a sustainable and significant competitive edge that few other marketing approaches can match.Yet,some brandsworry that KOC marketing remains immature as a discipline,whi

176、le others argue that they cant draw on extensive data or elaborate marketing tools fine-tuned over decades.For those with reservations about actively managing KOC,consider this:the incremental gain from outperforming competitors with superior programmatic ads,for example,is relatively small.Thats be

177、cause all companies actively manage traditional marketing activities,and all have similar knowledge.With so few companies actively managing KOC,the potential upside is exponentially higher.Putting marketing into the hands of consumers requires a reversal of some processes.A brand must have a co-crea

178、tional approach to marketing and advertising,which puts consumers in control.It is this relinquishing of control that can be the most concerning.But in the age of social media dominance,it doesnt matter what a brand says about itself;it matters what customers say about a brand.The goal is to turn al

179、l customers into KOC.What brands should be focusing on is identifying,compelling,tracking,and rewarding KOC.58ONE PERSON CAN MAKE A DIFFERENCE,AND EVERYONE SHOULD TRY -JOHN F.KENNEDY59InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:A customer purchases a product or i

180、nteracts with a brand based on a KOCs recommendation.Action:A customer is compelled to promote due to satisfaction,brand reward mechanisms,post-purchase rationalization,social reinforcement,and or other emotional/psychological reinforcements.Output:A customer becomes a KOC after advocating the brand

181、 to other potential customers.Definition:Actions by individuals that aim to influence the decisions of others and,by doing so,help to increase brand awareness and sales.*Brand detractors can work similarly but have the opposite effect.KOC LOOP60KOL are brand agnostic KOL influence social followers K

182、OL have questionable authenticity KOL rank by virality metrics KOL are paid fees and or commissions KOL desire broader influence KOL might launch their own brands KOL are an unavoidable necessityKOC Are Your Customers Whether it be Top-tier,Mid-tier,Micro,or Long-tail:KOL are in the business of buil

183、ding influence,with ambitions of monetizing that influence.KOL might or might not truly love the brands they collaborate with,which is what occasionally brings their authenticity into question.A KOCs value to a brand extends beyond loyalty as they evangelize the brand or products they love to family

184、,friends,and colleagues.KOL leverage fan relationships and proclivities towards hierarchical conformity to influence buying behavior.KOC are the grassroots of broader customer norms and spark the flame of communal affirmation.One of the most significant challenges to KOL marketing is scalability due

185、 to the high-touch nature of managing campaigns and steep fees,whereas KOC strategies benefit from scales of economy.KOC have a clear brand preference KOC influence family&friends KOC are innately authentic KOC rank by engagement&affinity KOC are not paid fees KOC desire deeper influence KOC desire

186、deeper brand relationships KOC are marketings Holy Grail KOC VS KOL61THE MOST INFLUENTIAL INFLUENCERS ARE FRIENDS&FAMILY-The explicit purpose of anyKOC incentiveis to generate specific high-value actions from customers.It is crucial to keep the authenticity of KOC as pure as possible.Therefore,KOC s

187、hould not be driven solely by economic gains.Rewards should depend on the honesty and value delivered to other potential consumers.KOC initiatives grow by identifying and motivating influential customers.Brands cant precisely control what KOC tell others,but brands can use incentives to shift KOC re

188、commendations from casual to intentional.The goal is to reward KOC for communicating in a way the brand cant.AwarenessConsiderationPurchaseLoyaltyLoopEngageAdvocacyLoopTarget CustomersMOTIVATING KOC62Not all KOC need to be rewarded by the brand or will want to join an official KOL program.Organic KO

189、C will be motivated by past satisfaction,post-purchase rationalization,and/or other emotional/psychological reinforcements.However,there are things a brand can do to increase organic advocacy.Customer Service:Nothing trumps excellent customer service.Being valued and taken care of builds trust and a

190、ffinity.Its these tangible interactions that make a brand human and can increase the chances of customers recommending the brand.Personalization:Whether its via communication with a customer or altering the product itself,personalizing the experience will make interacting with the brand feel special

191、.Its these special moments that can make the brand stand out and shareworthy.Experiential Design:Modify customer touchpoint experiences in a way that creates micro-moments specifically designed to trigger customers compulsion to share unique life events.This is especially impactful in physical inter

192、actions.BE SHARE-WORTHYTHE SELECT FEWORGANIC KOC63Some customers will only be motivated by tangible goals and rewards.Thats when incentives can be used to pursued customers to advocate that otherwise would not.Potential KOC are loyal customers,highly engaged community members,and/or those who organi

193、cally mention the brand.Identify:Set CRM triggers to highlight above average loyal customers.Use social listening tools to identify community members and organic KOC positively mentioning the brand.Compel:Add advocacy incentives to existing loyalty programs.Develop an advocacy program to create a KO

194、C cohort.Launch advocacy focused campaigns like referrals or group buying.Track:Bind customers to assigned unique dynamic QR codes that track referrals.Utilize PARKLUs new KOC Relationship Management(KRM)tools.Reward:Employ a variety of physical and psychological rewards to motivate potential KOC.ID

195、ENTIFY,COMPEL,TRACK,REWARDTHE SELECT FEWCONTRIVED KOC641E-commerce Comments The importance of customer reviews on e-commerce platforms should lead brands to develop campaigns that specifically focus on boosting customer feedback.2Brand Image KOC play a special role in creating the image and culture

196、of a brand.Some brands have developed ingenious ways of guiding customers to interpret that external image in a way that falls inside brand guidelines.3Referrals Rewarding KOC for recruiting their family and friends to engage with the brand is borderline multi-level marketing;nonetheless,it has beco

197、me a common practice.4Offline Engagement MobilizingKOC for store openings,product launches,and special events is an essential tactic for creating the buzz that attracts others to participate.5E-commerce Followers Store fans are almost as crucial as individual product comments.The number of followers

198、 a store has affects two algorithms;the platforms store ranking algorithm and the human social proof algorithm.6User Generated Content Generating a large quantity of UGC has never been more critical for increasing awareness and sales performance.The best chance of going viral on Douyin or being disc

199、overed on Xiaohongshi is to motivate a large verity of KOC to produce content.KOC FOCUS AREAS651Product Seeding KOC receive free products as part of new product release launches.Seeding often includes samples for family and friends.2Early Access and Discounts KOC are granted early access to new prod

200、ucts.A limited number of discount codes are included for friends and family.3Referral Program KOC are given trackable codes to share with friends and family.For every referral,KOC receive points,discounts,or products.4Event Invites KOC receive gifts,discounts,or opportunities to interact with celebr

201、ities and KOLs for attending offline brand events.5Content Features and Prizes A KOCs content is selected to be featured in brand-owned social media channels and/or win a prize.678Official Brand KOC KOC are treated like a KOL with an opportunity to become an official KOC Brand Ambassador.Select Our

202、Ambassador KOC are allowed to vote on which celebrity or KOL they would like to be a brands ambassador.Comment or Follow KOC receive an opportunity to win a lucky draw entry for commenting or for the friends and family they refer to follow an e-commerce store or social account.KOC INCENTIVES66Eleme

203、leans hard into users phycological bent for discounts.In exchange,they boost user acquisition and gain insights into life cycles.KOC benefits and management Eleme is one of the sickest apps in China,and not just because having food delivered to your door is a fantastic service.Eleme has built in a t

204、remendous amount of discount triggers,membership benefits,and prize campaigns that make it hard not to open the app even if youre not hungry.Eleme utilizes five main types of coupons:new user coupons,referral coupons,food coupons,delivery coupons,and membership coupons.All coupons have a limited val

205、idity period to create a sense of urgency,which is generally three to seven days.Eleme places heavy emphasis on the referral coupons,as these are the ones that turn customers into KOC.After almost every purchase in the app,users will be prompted to share a discount coupon with friends.If any friends

206、 use the coupon,the sender will also receive additional discounts on future purchases.This type of reward for advocacy is an exemplary implementation of a KOC Loop.It works well because it leverages consumer behavior and the potential viral spread of social media.CUSTOMEREleme AppKOCWeChat AppELEME

207、KOC67On the surface,Pindoudous“Circle of Trust”seems like it only serves to combat counterfeits,but its actually creating KOC at scale.KOC benefits and management Early this year,Pinduoduo added a new social e-commerce feature to its app.Users can now establish their own“circles of trust”where they

208、can exchange product reviews with a self-selected group of friends and family.The feature,dubbed“Pinxiaoquan,”was initially meant to tackle counterfeit and substandard goods.The Coronavirus was the mother of this innovation,as complaints about masks skyrocketed on the platform during the outbreak.Wh

209、at makes this feature so fascinating is that its grooming KOC activity and product referral behavior.Users can now follow the purchase histories and comments on listings of the people they trust,cutting through the noise produced by Pinduoduos 536 million users.Pinxiaoquan provides a shortcut to fin

210、ding not only trustworthy merchants,but has created a new way to see what trusted users are buying,which effectively turns everyone into KOC KOC68InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:A customer purchases a product or interacts with a brand after exposure t

211、o UGC.Action:A customer is compelled to create UGC due to satisfaction,brand reward mechanisms,post-purchase rationalization,social reinforcement,and or other emotional/psychological reinforcements.Output:A customer becomes a KOC after creating UGC that promotes the brand or product.Definition:Any c

212、ontent that has been created and distributed by unpaid contributors.*To have a positive effect,UGC doesnt need to embody a brands identity.UGC69THE MOST TRUSTED CONTENT COMES FROM CUSTOMERS85%of consumers find UGC more influential than brand photos or videos-Wyng 61%of customers will read online rev

213、iews before making a purchase decision-it consultis 54%of Chinese consumers seek to validate product quality through reviews,comments and feedback prior to purchasing-PWC UGC is more credible for consumption decision and product evaluation-36KRUSER GENERATED CONTENTUGC70The vast majority of brands c

214、annot create enough impact via their content marketing initiatives.The pace of churn and haphazard attention paid to any post makes social media distribution unpredictable and risky to scale.Due to this hit-and-miss condition,brands should increase their chance of awareness by focusing on the quanti

215、ty generated by KOC.However,not all attention is created equal.For instance,the big difference between Douyin and Xiaohongshu is that an autonomous content feed drives one while the latter focuses on search.The intention to discover activates the cerebrum,while an AI feed taps into a more ancient pa

216、rt of the brain.The nature of Douyin Douyins AI algorithm plays to the limbic system,the part of the brain that does not register concepts of time,nor applies logic.The limbic brain evaluates everything as either agreeable or disagreeable.This pre-historic survival mind is predicated on the avoidanc

217、e of pain and the repetition of pleasure.Douyins AI spoon feeds users with videos that produce positive feelings.This is why most content on the network is not“cerebral”,as higher-level thought,judgment,and decision-making videos would challenge users.The nature of Xiaohongshu Xiaohongshus content r

218、eceives greater scrutiny from the cerebral cortex,the part of the brain responsible for higher-level cognitive thought and decision making.Each post on the network is judged and ranked based on its decision making utility.Features like search and save,turn Xiaohongshu into a learning tool that enabl

219、es a network of KOC to aid customers on their Buyers Journey.UGC UNNATURAL SELECTIONVARIETY OF CREATORSQUANTITY OF CONTENTDIFFERENTIAL VIRALITY OF CONTENT IN AN ATTENTION ECOSYSTEMABSOLUTE ATTENTION&CHANCE OF VIRALITY71Featuring KOC content and publicly rewarding KOC on brand-owned social media chan

220、nels gives the brand an authentic human feel.FEATURING UGCMain FeedFeature PostTA WinnersUCG incentives&management Perfect Diarys management of its Xiaohongshu account is almost unrivaled,and the brands tactics around incentivizing UGC is no exception.Perfect Diary regularly runs UGC contests on Xia

221、ohongshu.The brand maximizes the value of UGC by featuring the creators content on its official brand account.Perfect Diary s the accounts of KOC who create posts and other daily campaign winners.Perfect Diarys Xiaohongshu account has 1.9M followers,so exposure from Perfect Diary is a unique way to

222、give the gift of social capital.Perfect Diary also actively maintains its brand mention feed(TA content feed);this feed contains all approved brand mentioned UGC posts.In the backend,brands can manage the UGC posts displayed in the TA feed.Its shocking how many brands opt to neglect UGC and the TA f

223、eed.REPURPOSING UGCING KOC&WINNERSBRAND MENTION FEEDPERFECT DIARY UGC72This is a noteworthy approach to generating UGC from KOC,though it may have already proved to be a low-impact tactic.UGC management YSL has chosen an expensive approach to compelling KOC to share UGC.When a WeChat user follows YS

224、Ls Official WeChat account,they will be asked to create a Y Pink Membership Club account.This will then give them access to the“Y Pink”product review social media Mini Program,which is separate from YSLs e-commerce mini program.The Y Pink mini program operates like a dumbed-down Xiaohongshu.Members

225、can post pictures,text,and like other members posts.However,thats about it.YSLs mini program gets an A for effort,but in most ways,its hamstringing itself from being truly useful.The posts can only be seen by other Y Pink members and cant be shared,which defeats the potential impact of this UGC.Also

226、,it doesnt function well as a community stimulator as there are no comment or chat functions.The most recent posts are more than three months old,and there is probably a good reason for that.Why make content when there are no rewards or tangible social capital to be gained?FOLLOWER OR CUSTOMERWeChat

227、 Official AccountWeChat Mini ProgramUser PostKOC UGCCONTENT NETWORK FOR MEMBERS YSL UGC73InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:A customer interacts with a brand after hearing of another customers experience.Action:A unique and or unexpected brand interactio

228、n delights the customer eliciting the desire to share.Output:The customer becomes a KOC after sharing the experience with others.Definition:Immersive experiences designed to inspire the co-creation of sharable content and leave a memorable impact.*One of the most underutilized methods of generating

229、organic advocacy.EXPERIENTIAL LOOP74Potentiality of an InteractionCustomer Experience mappingLIKELY TO DETRACTLIKELY TO ADVOCATEPROBABILITYPOSSIBILITYAVERAGE EXPERIENCEHORRIBLE EXPERIENCEEXCEPTIONAL EXPERIENCEINTERACTIONINTERACTION COLLAPSES INTO A FIXED EXPERIENCECUSTOMERBRANDDETRACTSADVOCATESDOES

230、NOTHINGTOUCHPOINTTOUCHPOINTTOUCHPOINTTOUCHPOINTTOUCHPOINTTOUCHPOINTTOUCHPOINTTOUCHPOINTEXPERIENCIAL MECHANICS of an Interaction We can break brand touchpoints in the buyers journey into individual interactions that produce experiences.Each interaction holds the potential for an infinite range of pos

231、sible experiences.However,a probability bell curve restricts an interaction to a likely range of experiences.When the customer and brand interact,there is a potentiality collapse,producing a fixed experience.By intentionally designing the possibility of exceptional experiences at each touchpoint,a b

232、rand can shift the probability curve towards an increased likelihood of advocacy.Brands should map all points of interaction in the customer experience to discover arbitrage opportunities and strategize how to make more interactions exceptional.There is an unknown dimension that dramatically influen

233、ces the results of Experiential Mechanics.The expectations of each customer shift the probability bell curve in unpredictable directions.However,we can assume that there are brand touchpoints where customers will have higher expectations that,in turn,will make it more difficult for the brand to prod

234、uce relatively exceptional experiences.Therefore,focusing on touchpoints,where customers least expect an exceptional experience,will increase the likelihood of advocacy.LIKELY TO DETRACTLIKELY TO ADVOCATEPROBABILITYPOSSIBILITYAVERAGE EXPERIENCEHORRIBLE EXPERIENCEEXCEPTIONAL EXPERIENCEINTERACTIONINTE

235、RACTION COLLAPSES INTO A FIXED EXPERIENCECUSTOMERBRANDDETRACTSADVOCATESDOES NOTHINGEXPERIENTIAL MECHANICS7576https:/en.wikipedia.org/wiki/Kano_modelHonest Respectful KindBASIC EXPECTATIONSInteresting Enjoyable EffortlessUnexpected Memorable Extra MileHYGIENIC EXPERIENCELINEAR EXPERIENCEDELIGHTFUL EX

236、PERIENCEUnexpected:Doing the unexpected is an attempt to create culture.An irreverence for norms is required to create experiences that celebrate customers in unexpected ways.Memorable:Memorable experiences are rooted in emotions.More than anything else,a genuinely remarkable action will demonstrate

237、 a brands humanity.Extra Mile:Its not about being different or better;its about dedication.Do far more than what is required.*Surpassing expectations is an area of innovation because the unexpected repeated will become expected.SATISFACTIONDISSATISFACTION PRESENTABSENTSATISFY EXPECTATIONSSURPASS EXP

238、ECTATIONSEXPERIENTIAL PHILOSOPHY7677Most brands focus attention,and the customers attention,on the pre-purchase experience.This is epitomized by how the majority of brands implement experiential marketing.Experiential marketing is primarily restricted to pre-purchase interactions with potential cust

239、omers at offline events or with digital signage and visual merchandising.There are a couple of issues with these brand vanity approaches.Disruptive Experiences Pre-purchase experiential marketing is mostly dependent on disruptive practices.The tactics used are meant to grab the attention of potentia

240、l customers,pulling them away from something else to engage with the brandthis lack of consent from the receiver risks being undesirable.Brand Vanity No one cares about brands;they care how brands make them feel.But most experiential marketing is focused on making the brand look good instead of maki

241、ng customers look good.This is a crucial insight because everyone has a preference for those things that make them look good.Surprise&Enhance One of the primary purposes of experiential marketing is to compel people to share the brand experience.Several KPIs for any experiential marketing campaign w

242、ill focus on the buzz that the experience generated before a product was even purchased.However,customers are most likely to share a brand experienceafterthey buy a product.Arbitrage can be found in the post-purchase experience because so few brands focus on it.Concentrating effort on the post-purch

243、ase experience will be unexpected by customers.A non-disruptive surprise can increase the likelihood of a positive brand experience right when customers are most likely to share.If the surprise is combined with post-purchase enhancements that leverage customers desire for social capital,a brand can

244、create experiences that significantly increase the odds a customer will share their purchase with others.EXPERIENTIAL MERCHANDISE78Though it was not the intention,this approach to surprise the receiver and enhance the product created a shareworthy experience.Buyers journey mapping and experiential d

245、esign The now-retired founder of Chinese e-commerce giant Alibaba Group sent a gift around to staffers to mark the companys 20th anniversary.The gift was a bottle of wine,but it came with packaging that set it up to be more.A pull-out slot on the side of the wine bottle had a scannable QR code that

246、launched a video on the recipients smartphone,featuring Jack Ma reflecting on Alibabas 20-year history.Popping the slot back into the packaging then reflected the video in the wine bottle,creating a hologram-like display.This is a perfect example of how a brand can turn the post-purchase experience

247、into a special moment that compels customers to share with family and friends.This type of tactic has powerful potential for awareness amplification as customers become part of a brands marketing strategy and are happy to spread the word because it enhanced their experience.sixteen- EXPERIENCEALIBAB

248、A EXPERIENTIAL79This product development team deserves mad props for specifically designing a product to be an experience worth sharing on social media.Buyers journey mapping and experiential design Proya spent two years researching and designing its Bubble Mask.The brand wanted to create a product

249、that met both the Chinese consumers functional needs and could leverage the highly visual nature of social media word-of-mouth.Proya intentionally launched the Bubble Mask in mid-summer 2019,as the mask provides a cooling sensation and focused on the highly visual and viral by collaborating with 2,0

250、00+short-video KOLs on Douyin.To ensure stable supplies,Proya prepared for peak demand and ended up delivering 1M masks per day.The mask market is very competitive in China.Proya spent time searching for a novel concept in foreign markets that could be combined with domestic consumer desires.At its

251、peak hype,the Bubble Mask was first on Douyins official product recommendation list.Proyas Bubble Mask was such a hit that Tmall featured the mask on its official mask list.Proyas Tmall flagship store sold 200M RMB last Double Eleven.DouyinXioahongshuPROYA EXPERIENTIAL80These tactics that leverage c

252、ustomers viral marketing serendipity are more than admirable;they are borderline genius.Buyers journey mapping and experiential design No other restaurant in China has mapped out the customer experience better than hotpot restaurant chain Haidilao.The brand has created a plethora of experiences that

253、 are perfectly designed to surprise and delight customers.For creating these experiences,Haidilaos customers reward the brand with UGC serendipity.Haidilao brand has gone so far as to introduce items like the“Douyin Style Beef Rice”to its menus,which was originally inspired by a recipe created by a

254、customer and popularized on Douyin.Haidilao now regularly launches DIY recipe challenges that customers can order to create,capture,and share.A few customer favorites are getting a pedicure while waiting,watching a noodle stretching show,and sitting with a giant stuffed bear when dining alone.HAIDIL

255、AO EXPERIENTIALWaiting AreaSolo Customers“Douyin DIY”Noodle Show81WE JUST BUILT A NEW KOC RELATIONSHIP MANAGEMENT(KRM)MARTECH SOLUTION TO MONITOR AND COLLABORATE WITH KOC.WITH OUR NEWLY LAUNCHED FEATURES,BRANDS CAN SEARCH AND UPLOAD THEIR SOCIAL MEDIA ADVOCATES TO TRACK HISTORICAL AND FUTURE ACTIVIT

256、Y,MANAGE KOC,AND LAUNCH CAMPAIGNS AT SCALE.PARKLU KRM&ANALYTICSADVOCACY TECH8182Koc Monthly performancebrand EventsADVOCACY TECH8283KOC RELATIONSHIP MANAGEMENT&ANALYTICS-BETTER BUSINESS INTELLIGENCE -DISCOVER BRAND KOC-CUSTOMIZE KOL&KOC RECOMMENDATIONS -DISCOVER THE HOTTEST KEYWORDS-CONDUCT IN-DEPTH

257、 COMPETITORS ANALYSISvkeyword cloudhistorical Performance engagement dataADVOCACY TECH83industry analysiskoc Post previewsADVOCACY TECH8485WE ALSO LAUNCHED AN ALL NEW APP SO BRANDS CAN DO KOL&KOC MARKETING ANYWHERE ANYTIME-EASIER ACCESS TO INSIGHTS-SEARCH ENGINE FOR KOL&KOC-CHECK PROFILES AND MEDIA

258、KITS-DIRECT CHAT WITH KOLS&KOC-FULL DETAIL ANALYTICSPARKLU KRM&ANALYTICS(MOBILE)ADVOCACY TECH85Full analyticsKOL&koc Profiles/postsKOL&koc searchADVOCACY TECH86MONETIZATION INCREASING RETENTIONS VALUEAbstract A unique phenomenon is taking place in China as portions of the population enter a post-ind

259、ustrialized work environment.The number of Chinese that are knowingly and unknowingly working in sales is at a scale unseen in other post-industrialized nations.This is a burgeoning Sales Economy.KOLs,livestreamers,and Daigou trade their time and influence for fees and goods,and therefore work in sa

260、les.But Chinas Sales Economy goes far beyond these professionals.New multi-level marketing models have taken hold in China.Group buying is one of the most common examples as Pinduoduo has experienced explosive growth since its launch in 2015.It is now the fifth-largest Internet company in terms of m

261、arket capitalization after Alibaba,Tencent,Meituan,and JD.com,surpassing Baidu in November 2019.Pinduoduos group buying business model is reliant on a non-salaried workforce willing to trade their time,influence,and power to assemble customers to access steep discounts.Leading participants of group

262、buying activities financially benefit from convincing others to buy goods,which puts them squarely in the business of sales.It is this type of shift from being passive consumers to the active participants in the sales process that is dramatically changing the dynamics of commerce in China.Consumptio

263、n is shifting from ownership to engagement.And social commerce is at the forefront of driving change and improvements in products,brands,and businesses.Social media users are using their collective influence to provide new directions,solutions,and constructive criticism to brands.Brands and retailer

264、s should tap into the emerging interest of consumers to co-create and sell the products they want to buy.89PRICE IS WHAT YOU PAY.VALUE IS WHAT YOU GET.-WARREN BUFFETT90InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundInput:A potential customer receive an invite to participa

265、te in a group buying opportunity.Action:The potential customer is compelled to promote the group buying opportunity to their network in an effort to assemble enough people to receive the discount.Output:The customer invites others to participate in the group buying opportunity.Definition:Offers prod

266、ucts and services at significantly reduced prices on the condition that a minimum number of buyers make the purchase.*Origins of group buying can be traced to China.GROUP BUYING LOOP91BIGGER PICTURE STRATEGY BEHIND GROUP BUYING-What happens when a quasi-MLM e-commerce platform gives away its big dat

267、a and R&D to partner manufactures and then layers in a free sales force?In December 2018,Pindoudou launched the“New Brand Initiative.”The initiative aims to transform 1,000 Original Equipped Manufacturers(OEM)into Original Brand Manufacturers(OBM).Pinduoduo is providing participating OEMs with big d

268、ata analytics on consumers needs,comprehensive R&D planning on products,and its non-salaried group buying promotion sales force.One of the very first OEMs to become an OBM was Jiaweishi.Jiaweishi is a leading manufacture for Honeywell,Whirlpool,Bissell,Philips,and Severin.In the first year,Jiaweishi

269、 was able to sell 30 million RMB worth of robot vacuums on Pinduoduo,which made up 60 percent of its domestic sales.Its kind of no wonder a startup launched in 2015 is now competing with Chinas internet incumbents.Pindoudou has built its business around the single most potent characteristic in Chine

270、se culture-collectivism.Community building through social messaging that targets the core of Chinas post-industrializing workforce is propelling this next-gen e-commerce platform into the stratosphere.PINDOUDOU GROUP BUYING 92InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoun

271、dInput:A new customer is referred by another customer.Action:The new customer is compelled recruit others in an effort to create a downline revenue stream or to receive one-off commission.Output:The new customer refers other customers.Definition:Compensation and commission systems that motivate indi

272、viduals to recruit sellers and buyers.*Multi-level marketing beyond two levels of referral is illegal in China.REFERRAL LOOP93PUSHING THE LIMITS OF REFERRAL MARKETINGYunji calls itself a“social e-commerce platform.”In application,that means it leverages the social relationships of its users on other

273、 social media apps to acquire,engage,and sell to users.Since its inception,Yunji has boasted of its innovative membership-based e-commerce model.To join,users typically pay a fee,upon which they gain access to a variety of benefits and discounts as well as the ability to open a store which they can

274、fill with products offered on the platform.Members then get compensated for successfully selling to others or recruiting new members.A wide range of brands collaborate with Yunji,from P&G,LOral,and Swisse,to unbranded products produced by local Chinese manufacturers.In 2017,the Chinese government sl

275、apped Yunji with a fine for rewarding its members with cash and prizes,which was deemed crossing the pyramid scheme line.The platform now avoids crossing the line by awarding sellers with a virtual currency,which is only redeemable for product purchases.This is the line that almost all brands now ta

276、ke when it comes to referral programs.YUNJI REFERRAL 94InputActionOutputCompoundInputActionOutputInputActionOutputCompoundCompoundDefinition:Customers make an advance payment at regular intervals for access to a product.*This model was pioneered by book and periodical publishers in the 17th century.

277、Input:A loyal customer is mentally invested in future consumption.Action:The loyal customer is compelled to subscribe assuming they make repeat purchases in the future and would like to access subscription benefits.Output:The loyal customer subscribes to to access exclusive benefits.SUBSCRIPTION LOO

278、P95IF ONCE YOU DONT SUCCEED TRY SUBSCRIPTION AGAINIn 2013,a host of consumer goods subscription-based businesses launched in China.The vast majority failed.It seems that at the time,Chinese customers were not ready to adopt this service model.Skip forward half a decade,and youll find that subscripti

279、on is on the rise.In August 2019,Costcos first store opening was so popular that the store had to shut down.From online content platforms to flowers,Chinese customers are now comfortable with a subscription.MollyBox is a subscription-based e-commerce cat food provider.In 2019,its estimated that the

280、company had 200,000 subscribers.Subscribers can choose the food that comes in the cat box,and then various snacks,toys,and daily necessities are added by MollyBox.For the long-term subscriber,MollyBox will fine-tune the contents of the box according to the cats preferences.Though 70 percent of Molly

281、Boxs revenue comes from subscriptions,the company does have a robust e-commerce store that provides all cat essentials for one-off purchase.Ingeniously,the company also manages a pet MCN and has a full production studio in the head office.MOLLYBOX SUBSCRIPTION 96AGILE MANAGEMENT OPERATING AT THE NEE

282、DS OF RETENTION97OPERATING PHILOSOPHYIn many cases,management should shift from a classic command-and-control bureaucracy and waterfall operating approach to an agile philosophy.The Agile philosophy can aid in the complexities of adopting and managing retention systems and practices.The goal of reta

283、ining more customers will be a moving target with frequently shifting requirements at the individual customer level,which makes an agile approach most suitable.This method will enable teams and individuals to innovate and operate at the speed of consumers needs.It will also create highly engaged,hig

284、hly empowered teams and individuals.INTRO TO AGILE98EVERYONE HAS A PLAN,UNTIL THEY GET PUNCHED IN THE MOUTH.-MIKE TYSON99FEASIBILITYOUTCOMEPLANDESIGNBUILDIMPLEMENT Waterfall is a project management approach where a project is completed in distinct stages and moved step by step toward ultimate releas

285、e to consumers.Teams make a big plan upfront and then execute linearly,hoping there wont be any changes in the plan.TRADITIONAL WATERFALL MANAGEMENTANARCHYCHAOTICPREDICTABLEknownunknownknownunknownRequirementsApplicationAgile approach is most effective100Agile was designed out of a real need:to supp

286、ort work that tends to be inherently“chaotic”.Agile is best suited to work settings or projects where both the requirements and the underlying application are frequently changing.There is nothing more inherently chaotic than the needs of customers.Agile is underpinned by empiricism-the 18th-century

287、theory that all knowledge is derived from experience.Moreover,decisions should be made on what is known.The agile approach assumes that we know the least about a customer at the start simply because their needs are highly dynamic.Because of this,an agile approach places a premium on doing,learning,a

288、nd adapting.Planning becomes iterative and is always informed by real learnings and experience.WHAT IS AGILE ALL ABOUT?AGILE PHILOSOPHY101PLANNINGDOINGSTUDYINGACTINGTRANSPARENCYADAPTIONINSPECTIONKNOWLEDGE IS DERIVED FROM EXPERIENCEEMPIRICISM102Agile is simultaneous,iterative,and incremental in its a

289、pproach Agile provides two obvious benefits:1.Smarter Faster.We start getting value early and often in the process,both in knowledge and intangible value to customers.2.Less Risk.We minimize the risk thats inherent in a waterfall approach.In the waterfall approach,we spend all the time/resources bef

290、ore knowing if the output will be successful.PLANPLANMEASURE BUILD IMPLEMENT PLANADJUSTCumulative outcomesADJUSTADJUSTBUILD IMPLEMENT MEASURE BUILD IMPLEMENT MEASURE AGILE FRAMEWORK103PEOPLE WHO DO THE WORK(CLOSEST TO CUSTOMERS)SOLVE PROBLEMSHierarchy&Control Systems Restrict Action Leaders typicall

291、y dont know the granular details or tools/systems because they dont do the actual workAgile Empowers Self-organizing Teams We can draw out latent potential in people by giving them a real chance to contribute and perform.VSSELF-ORGANIZING TEAMS FIND THEIR OWN WORK AND MANAGE THE ASSOCIATED RESPONSIB

292、ILITIES AND TIMELINES SELF-ORGANIZING TEAMS OWNERSHIP OF ACTING,MEASURING,AND ADJUSTING ARE THE KEYS TO PROGRESSAGILE POWER1041.The highest priority is to satisfy the customer.2.Welcome change.Agile processes harness change for the customers advantage.3.Everyone must work together to succeed.4.The m

293、ost motivated individuals should lead.Then,they should be given the freedom,support,and trust needed to get the job done.5.The most efficient and effective method of conveying information is face-to-face conversations.6.Agile processes promote sustainable progress towards goals.7.Continuous attentio

294、n to excellence enhances agility and quality of outcomes.8.Simplicity-the art of maximizing the amount of work not done-is essential.9.The best plans,requirements,and work emerge from self-organizing teams.10.At regular intervals,the team reflects on how to become more effective,then tunes and adjus

295、ts its behavior accordingly.THE 10 AGILE PRINCIPLESTHE 4 AGILE VALUESIndividuals and interactions over hierarchy and systems Doing the work over comprehensive documentation Customer collaboration over corporate procedures Responding to change over following a planAGILE MANIFESTOKOL Relationship Management&AnalyticsGracie Zhou VP of Sales t:+86 151 2107 2812 follow us on WeChatCONTACT US106KRM&ANALYTICS