New Media Operation Solution of Ziyue Online Center

With the opening of the second child policy and the upgrading of family consumption, the Confucius Center has ushered in a vibrant spring, especially in the last two years. Nowadays, with the 80' s and 90' s entering the age of getting married and having children, the traditional confinement at home has changed, and the younger generation believes in scientific confinement, so the confinement center came into being. After years of development, the Confucius Center has been recognized by consumers for its professionalism and systematicness, and more and more women choose to have a confinement in the Confucius Center. As a new industry, Confucius Center has no perfect laws and regulations and access system from national to local. Therefore, there may be great differences in the location environment, the number of beds and the quality of personnel in different month-end centers. At present, the domestic Confucius Center mainly includes five operating modes: hotel service mode, single-family park mode, community family mode, hospital affiliated mode and Internet plus Confucius Center. The specific connotations of these five business models are shown in the following figure: Although the business model of Confucius Center is relatively perfect, there are still some defects: some Confucius Centers lack professional medical technology, maternal and child facilities, and there are no special services such as postpartum recovery and infant intelligence development. As the entry point of the maternal and child market, the Confucius Club contains huge profits, attracting amateur investors. However, only the professional and scientific management of Yuezi Center can survive in this industry where interests and risks coexist and benefit the public. I. Frequently Asked Questions of Confucius Center Generally speaking, the service object of Confucius Center is the special group of parturient and newborn. The service time is generally within one month after the baby is born, and the consumption is also a one-time consumption. The service time of Confucius Center for a single customer is short, and it does not have the characteristics of repeated consumption, so the frequency of developing new customers is high, which leads to a large investment in marketing and promotion in this industry. In addition to the huge investment in marketing and promotion in the early stage, Ziyue Center also has a certain influence on the choice of customers because most of the customers who choose nursing institutions to stay in the next month belong to white-collar families with stable income. Hardware facilities not only refer to decoration, but also include environment, transportation, supporting living facilities and the distance from medical institutions. It also includes some equipment needed for professional services, such as postpartum rehabilitation instrument, baby swimming pool and even crib. Therefore, the initial operation investment of Confucius Center is too large. Market Status o2o platform: internet plus platform for domestic industry, in which Yueyue and Parenting Sister-in-law are the key projects of the platform model, guiding individuals or traditional domestic companies in Yue Yue. Features: Decentralization, enhancement of information circulation rate, pursuit of user scale, but unable to control the service quality of Yueyue and intermediary services. Traditional housekeeping company: At present, it belongs to a decentralized and monopoly-free giant pattern, focusing on monthly service, monthly training and investment promotion. Confucius Center: This category is generally aimed at the high-end maternal and child care market, with some professional Confucius clubs and high-end maternal and child hospitals as the main ones. Industry problems of Lunar New Year: asymmetric information, high mobility, low quality, old age, opaque price and service quality to be improved. A good month, a well-known brand housekeeping company, can get more markets. Because the essence of the lunar new year industry is the excellent service of aunts, "those who get good aunts win the world." Second, the analysis of the crowd involved in the Confucius Center. Because the profit model of domestic companies comes from the Yue Yue service that serves users and Yue Yue's own training expenses, there are two kinds of people, one is the parturient and the other is Yue Yue's aunt. (Merchants join the class to skip. ) As can be seen from the search index, August and September of 10 are the peak periods, which may be related to the labor shortage caused by the peak delivery time and the fact that most of the new moons come home early in the second half of the year, especially at the end of the year, so it is necessary to increase the promotion efforts in these months. Geographically, it is basically consistent with the active areas of netizens, and it is also in the first-tier cities of Guangzhou, Guangzhou and Shenzhen and some strong second-tier cities. Even if branches are set up in some fourth-and fifth-tier cities, it is of little significance to promote these businesses online, especially the monthly training. As far as Yue Yue is concerned, it is too old and has a low education, which is also the status quo of domestic industries. Therefore, she is not very skilled in the use of the Internet, and relies more on offline. Even if she looks for information online, she should rely more on mobile terminals. So do pregnant women. Need to consider its special physique and special period (confinement PC radiation). Lunar calendar: gender: female age: 30-50 years old Education: primary school-junior high school area: migrant workers in first-and second-tier cities, with no special skills. Potential groups: low-service groups such as care workers, cleaners and cleaning workers are transferred. Internet habits: Internet application is not very skilled, considering the popularity of WeChat among middle-aged women. Maternity: gender: female age: 22-30 years old, education: junior college/bachelor degree or above, family income: higher monthly income, female full-time white-collar worker. Area: Internet habits in first-and second-tier cities: Skilled, usually visiting parenting communities or websites, fashion beauty websites, etc. Third, the online marketing operation solution of Confucius Center At present, the marketing promotion of Confucius Center mainly includes four modes: medical channels, network channels, merchant cooperation channels and word of mouth. Today, I mainly talk about "the network marketing operation solution of Ziyue Center". Tengde Technology's new media operation team found that the company has recently received more and more customers from Ziyue Club, and it feels that Ziyue Center will be the next sunrise industry, so the author wants to provide more solutions for those companies that want to do and do network marketing for Ziyue Center in the future. There should not be only one official website construction for marketing website-building enterprises, but more importantly, it can be discovered, discovered, trusted and finally transformed into a transaction (if your company has already made a website, but it is not beautiful and trustworthy, it is recommended to do it again directly). Therefore, the ideas and technologies adopted in our website are all considered from these points. ① Is this website suitable for search engine optimization (seo)? Can users in need find it on Baidu, sogou and 360? Therefore, in the process of website construction, we will integrate SEO related technologies of search engine optimization, and at the same time do more optimization in website interface effect and copywriting. ② Can users of this website trust us when they come, instead of turning it off after reading it, feeling useless, the conversion rate is not good, and it is useless when people come. The website program should be written as: computer+mobile phone +IPAD+ WeChat and other terminals are compatible. Because young people after 80 s and 90 s use more mobile phones, we should consider each terminal to build a website. Website construction cost calculation: starting from 5,000 yuan, including: domain name application, domain name real-name authentication, website filing, first-year cloud server rental, website construction, copywriting optimization, initial entry of website content, and one-year after-sales technical support service for mobile website construction. Optimization of search and drainage service website is the most basic service to improve the effect of network marketing and the return on investment of network marketing. Relying on natural ranking to obtain accurate traffic of various search engines is a promotion method. No matter whether we use any other network promotion products now or in the future, website optimization SEO is irreplaceable, and optimization SEO has become one of the standard configurations of network marketing. Advantages of website optimization compared with traditional bidding: ① Annual payment, high return on investment and annual service. No matter how many clicks customers generate in a year, the promotion cost is the same. ② Value-added effect, the optimization effect will be enhanced with the increase of time. In the long run, the optimized return on investment is higher than any online marketing product. And bidding is like smoking, you can't stop smoking, and it won't work once you stop. ③ The optimization effect will be reflected in multiple search engines, such as Baidu, 360, sogou, etc. And bidding will only be effective in one search engine. To be effective in multiple search engines, you need to increase multiple budgets. (4) Because the bidding model has been exposed by CCTV many times, there is a new trend now, and some netizens will think that the websites with natural top rankings are more credible. Our optimization methods: ① Enhance the weight of the website, so that the content page of the website will also get a higher ranking, and rely on a large number of long-tail keywords to get traffic. ② Improve the internal structure of the website, optimize the internal chain of the website itself, and carry out technical transformation conducive to SEO. (3) content optimization, improve the quality of website content, through the use of some technical means, let search engines think that website content is original and high quality. (4) Website external chain optimization, search engines will think that when a large number of high-quality websites have export links to the target site, then the target site is more important and the quality is higher, so we will build the external chain of the website. ⑤ Other optimization, search engines will think that when a large number of articles are reprinted from a target website on the network, the reprinted target website is more important and excellent. We will also do some work in this regard. Achieve the following effects: ① more pages are included by search engines; ② The snapshot update date of each search engine is getting shorter and shorter; ③ More keywords will be retrieved by search engines; ④ The traffic accessed from various search engines continues to increase. Search engine optimization service cost calculation: As 20,000 yuan/year, soft writing publishing service websites, WeChat public platforms, third-party classified information websites and news websites all need some content materials. Good original content is an important means for us to enhance our popularity, reputation and brand building on the Internet. We Tengde Technology can provide original soft writing service and write systematically according to the central idea of pre-planning. Publish users' soft text information through cooperation platforms, including secondary sub-channels such as Netease, Sohu, Sina, Tencent, China.com and China.com. And other local and industry news websites. In order to achieve results, Baidu and other search engines search our brand name and achieve multiple positive publicity coverage. Service cost calculation: Since 800 yuan (and promoted to 20+ mainstream news websites at the same time), many users now get information through mobile phones. Through the integration of mobile website and WeChat public platform, users can find and visit our mobile website through WeChat at any time, and it is also convenient for users to forward our advertising (soft text) information to friends circle and WeChat group more conveniently, thus speeding up the spread of advertising information. Publish information 4 times a month, and publish 2 to 4 pieces of information each time, including pseudo original's or original excellent articles, so as to achieve the purpose of promotion and transformation. The average operating expenses of WeChat WeChat official account are calculated as follows: 1.800 yuan/month. Public comments on the average operation of Meituan and the paid promotion of Xiaohongshu Meituan: store infrastructure, store comprehensive diagnosis, picture design, video optimization, activity planning and implementation, question and answer optimization, collection increase, store operation, exposure promotion, transformation promotion, traffic promotion, data analysis, advertising agency placement, promotion activities, etc. Sales promotion, homepage posts, word-of-mouth and bad review control, customer asset management (clue management), marketing materials production, online and offline marketing materials (such as WeChat posters, Yi Labao, etc.) are distributed monthly. Public comment: The operating expenses of Meituan are calculated as 4,000 yuan/month. Tik Tok Weibo Xiaohongshu operates Tik Tok: According to the actual situation of the enterprise, the director and pre-production team are arranged to shoot professional videos such as commercials, videos and documentaries at the enterprise site, and talents are arranged to visit the store and shoot videos of planting grass. The fee will be negotiated according to the actual situation. Weibo: Weibo Zhong 1 set of layout design, Weibo Zhong 1 set of strategic positioning, 30 original Weibo (monthly), 10 popular creative posters (monthly), 40 comments from Weibo, 3 monthly reports, exclusive new media housekeeper guidance service, copyright photos (plus 500 yuan), and estimated quarterly growth rate of fans. Xiaohongshu: Xiaohongshu is stationed, Xiaohongshu store operation, star KOL promotion, red man linkage screen, red man grass planting evaluation, red man live broadcast with goods, and the cost is negotiated according to the actual situation. Summary If your month center just wants to try Internet marketing on impulse: I also want to try Internet marketing on impulse when I see that my peers are doing Internet marketing and my competitors are playing well. If this is the case in the enterprise, the new media operation team of Tengde Technology thinks it is very dangerous, and it is likely that it will not be done in a month or two, so the initial investment will be completely wasted. Enterprises are unwilling to pay the cost of time and capital: everything costs money, either more time and less money, or more money and less time. If you don't want to invest in the early stage, it is also difficult to play Internet marketing. As for the number of fans who get 0 budget input online, you have no room for discussion. Nowadays, most confinement begins after 90. To understand the post-90s user habits on the Internet, the online marketing of Yuezi Center will be the future trend, and the TV media will decline. Confucius Center has done a good job in the above Internet channels, and the number of customers will continue. Then what are you waiting for? Come to Tengde Technology to operate as an online agent. Tengde Technology operates as a one-stop online agent, and the marketing effect is visible. Tengde Technology is a service provider focusing on overall traffic solutions, providing "short video+live broadcast+community operation+offline experience" 5G new media system operation solutions for individuals and enterprises! The company's business covers system training such as Tik Tok, Aauto Fast-moving, video number, enterprise customized internal training, personal IP incubation, enterprise new media operation consulting, enterprise matrix account layout planning, business model design, new media division construction and team incubation. Tengde Technology provides brand enterprises and retailers with professional one-stop intelligent marketing solution service providers including marketing services, IT services, customer services and agency operation services. With more than ten years of experience in the Internet e-commerce industry, thousands of successful cases, accurate data and practical cases in many industries. Established in-depth cooperative relations with Alibaba, Tencent and ByteDance. We have been focusing on providing brand customers with a full range of e-commerce services, including IT solutions, store operation services, Tmall operations, JD.COM operations, Pinduoduo operations, marketing planning, big data marketing services, customer service, live broadcast room operations, operational services and omni-channel services. We, Hubei Tengde Information Technology Co., Ltd., have been committed to building a high-quality, high-ability, high-professional iron army team, selling with a service mentality, sincerely considering customers, providing innovative services and helping customers succeed. Making e-commerce simpler and business smarter is the corporate mission of Tengde Technology. It is what Tengde Technology has been doing to promote the digital and intelligent transformation and upgrading of small and medium-sized enterprises in China and make the operation simpler. Tengde Technology Live E-commerce New City is based on the prime location of the city, the west bridgehead of Wuhan, close to the two major traffic routes in the north and south, surrounded by logistics parks, and comes into being under the unique first-Mover advantage. Ten functional areas: live e-commerce operation base, live e-commerce training college, e-commerce anchor incubation base, live e-commerce supply chain base, live e-commerce integrated service center, short video shooting and production base, live e-commerce application incubation base, regional e-commerce public service center, Yuncang logistics express transit area and live e-commerce talent apartment. Relying on People's Automobile City, Xincheng integrates the online celebrity live e-commerce supply chain with live e-commerce as the carrier, and integrates supply chain manufacturers, MCN institutions, e-commerce platforms, live broadcast platforms, service providers, anchors and other resources to form a seamless connection between anchors, commodities and merchants, breaking the pain point of single service and single supply chain in traditional live broadcast bases, and providing new ideas for the transformation and upgrading of traditional commercial complexes, multi-category live broadcast with goods, and online and offline integration development. On the basis of industry resource integration and model innovation, Tengde Technologist Xingu Live E-commerce New Town will provide one-stop, low-cost, full-chain live e-commerce supporting services such as short video live e-commerce training and counseling, traditional e-commerce training and counseling, photography design, short video shooting and production, e-commerce resource docking service, live e-commerce supply chain service, warehousing and logistics express service, e-commerce public and secret service, and technological innovation service for settled enterprises. Live e-commerce has become a "new explosion point" of online consumption and a new model linking people, goods and markets. With the acceleration of the commercialization of 5G in China, the imagination of live e-commerce will be further released. In order to actively promote caidian district's new economy and build an e-commerce demonstration enterprise and demonstration base in Central China. With the People's Automobile City as the carrier and Hubei Tengde Information Technology Co., Ltd. as the third-party specialized e-commerce operation organization, the People's New Valley Live E-commerce New City will be built with the demonstration enterprises and demonstration bases in Central China as the target in the future, and the transformation and upgrading of enterprises, online and offline drainage and sales will be promoted from Taobao, Tmall, JD.COM, Pinduoduo, Tik Tok, automobile fast-moving and community e-commerce, so as to promote the overall e-commerce development in caidian district. The e-commerce public service center covers an area of 2,600 square meters, covering the supply chain exhibition hall, shared studio, e-commerce live broadcast room, conference room, maker space, shared workstation, anchor incubation, 5G studio, business school and so on. Based on this e-commerce public service center, it will play its due role in the development of e-commerce, the promotion of agricultural and sideline products, tourism e-commerce and the construction of e-commerce talent team in the whole region. Provide strong support and guarantee for enterprises engaged in product research and development, production, operation and technical services in Internet-related fields such as internet plus, e-commerce and information services, and form an ecosystem of "government guidance, social operation, platform participation and one-stop service".