Private domain new retail - the life-saving straw of education and training
Bees and butterflies, honey pickers, can be enjoyed by the world; recruits, leads, and captives, then enjoys honey alone!
Partners who have not done micro-business and e-commerce are estimated to be directly blindfolded when they see this topic, what is the new retail of the private domain of education and training?
Private domain new retail refers to the business model of converting public domain traffic into private domain traffic, and superimposing industrial chain products with the help of various forms and means such as activities and games to achieve multiple purchases.
The key content of private domain new retail has two parts:
The first is private domain traffic
The traffic owned by the brand or individual, which can be freely controlled, free, and used many times, such as our current members, and the word-of-mouth members who have not studied in our institution because of graduation, moving, etc. that have not been lost due to teaching services.
The second is the products and ways to support new retail
This business model has long been successfully used in the field of micro-business, and there are mature systems and models, but in the field of education and training, it belongs to the emerging model, but it is a good model that can be borrowed and copied.
Next, let's talk about why private domain new retail is a good transformation direction for us education and training institutions.
1. High success rate
As we just said, there are two keys to private domain new retail: one is private domain traffic, and the other is the way of new retail.
We have students in the education and training industry, there are non-read reachable students, which has quite a lot of hardcore fan parents, this is the "super traffic" in the mouth of other industries, this part of the light, are enough to make other industries envious, these super traffic has been able to solve the problem of part of the private domain traffic, there are seeds, as long as you grasp the "new retail" way to fission, operation, the success rate of transformation can be imagined, it must be very high.
2. Low technical difficulty
Private domain new retail has not completely broken the business model of education and training, but on the basis of the original model into some Internet means, as long as the heart to learn, the technical operation is not difficult.
We use WeChat to send a circle of friends to operate parents, we use the community fission drainage method to sell small lesson packages to invite to the door, these are actually the common methods of private domain new retail, have done this kind of activity of the institutional bosses, you yourself assessment is not difficult, I received a lot of feedback from the boss here is: not difficult, is not skilled, a little afraid of trouble, employees feel that it is not as fast as the traditional method, these problems are not problems at all, is whether you have made up your mind to transform the problem.
3. Rich product chain
As long as there is private domain traffic, you can superimpose a number of products, not limited to the curriculum, the product chain of our education and training industry can cover all aspects of the child's back, and even to the daily needs of the family.
Looking at the entire process of business change, the most core change is how to manage the quality of product use and move towards the quality of life of users.
Education and training partners should clarify one thing, the core that used to make money was to have "products", and the core of making money in business today is to have "people", that is, our customers. A huge opportunity that will explode next is to operate an entity, to operate a circle and community, to manage people's lifestyles, which is what we call the new retail of the private domain!
For example, in the past, those who sold clothing will become the beautiful housekeeper of consumers.
For example, in the past, those who sold fruits will become the health stewards of consumers.
Those of us who sell classes in education and training institutions will become the parenting stewards of consumers.
All walks of life will be born: beautiful housekeepers, health stewards, wealth stewards, wisdom butlers, life stewards, happiness butlers...
You should start to teach parents how to educate their children scientifically through online lectures or offline salons, teach parents how to shape their children's personalities, and help her make an annual education plan. It's not just a matter of trying to sell them courses, because courses are just a tool for children to become better and happier in childhood.
4. Great profits
Change the profitability of the original single course, do the business of the whole family, and the income will naturally increase several times.
According to the product-centric profit model, a product is sold to 10 people, 50 people, and 100 people, and the "people-centered profit model" is to sell 10 products, 50 products, and 100 products to one person.
Is this way feasible?
The answer is yes, in fact, many of the training is already doing this, but it may not be fully open to all the links. For example, some education and training institutions from the previous single subject, sell English to parents, and then open composition classes, and then sell composition classes to this parent, that is, we are talking about the complex, multi-course internal expansion, as well as, single subject institutions, comprehensive multidisciplinary institutions, we organize competitions, examinations, activities, summer camps for children, and some language institutions provide parents with picture book purchase platforms, which are different products and sold to one person's business model.
In this way, the bosses calculate the account, maybe your class, the monthly cash income is still tens of thousands of dollars, but the money of other products adds up, a single store a year to break ten million is absolutely possible!
See here, there will be a boss who wants to ask, I recognize this way, I also want to do this private domain new retail model, but listen to it, feel only stay in theory, feel unsteady, now what are the successful cases of private domain new retail on the market to prove that this model can be done? How should this private domain new retail model of education and training institutions be built?
Take the Chongqing Aowei education we tutored as an example, they began to gradually transform the new retail model of education and training private domain from the end of 2019, after several rounds of practice, optimization, re-practice, and re-optimization, in July 2020, we created a "Mother Business School" model, designed a product that broke through the radius of the source, realized more than 100 fission paid members in a week, recruited more than 750 paid members within a year, screened 67 high-quality agents, and helped recruit more than 150 people, in addition to selling lessons, selling goods, selling training, Sell circles, sell various channel products, the total amount of more than 1.2 million yuan. At present, Aowei Education has achieved 0 sales personnel and 0 market personnel.
Let's take a look at some of the parts of the model transformation at that time:
After reading this article, I believe that you should have the following gains:
1. A change in thinking
Initially appreciate the idea of product-centric profit model to people-centered profit model, no matter from which aspect of transformation, change in thinking is also an important guarantee of success.
2. Appreciation of cases
Successful experience is the premise of learning, based on case thinking, more able to make their own strengths and avoid weaknesses.
3. Operational inspiration
Successful transformation is a painful and lengthy process that requires both strategic thinking and tactical implementation. The operating methods in various transformation processes also need to learn from each other's strengths.