Wen | Dai Haotong Editor| Peng Xiaoqiu
Since 2018, a large number of traditional manufacturers and brands have developed a strong demand for going overseas after building e-commerce business in China. But the road for brands to go to sea is not easy. It is mainly reflected in the large differences in consumption habits and cultural concepts in domestic and foreign markets. For example, foreign Amazon platforms tend to be more friendly to buyers, blocking some buyer information from sellers, while the information disclosed by domestic Tmall Taobao is relatively transparent. In contrast, it is difficult for brands to establish their own private domain traffic pools when marketing foreign e-commerce. Therefore, on the road to overseas marketing, domestic brand owners are facing problems such as inability to directly reach customers, poor brand stickiness, and difficulty in user repurchase.
In order to solve these pain points, domestic brands go to the sea private domain scrim - hive scrim uses its own years of technical accumulation in the saas field to provide private domain traffic operation services for domestic overseas brands and sellers.
In terms of product business, Hive Scrim has built a total of three major business segments, namely: private domain infrastructure, saas products, and private domain operation services.
First of all, private domain infrastructure refers to saas products + services based on private domain pool drainage, supplemented by overseas social media and overseas kol plates, to build its own brand private domain operation platform for overseas enterprises.
The principle of honeycomb private domain drainage
Secondly, saas products are mainly used to provide enterprises with tools for private domain operation, which is used (to manage kol drainage) to quickly build a private domain traffic pool for merchants.
Private domain operation services, on the other hand, are customized. In the face of different customer groups, the services provided are also different. For example, for first-time enterprises, Hive Scrim provides training services to them; for head enterprises, Hive Scrim provides joint operation services to obtain better scenarios, promote product iteration, and stabilize output value.
The honeycomb scrm serves terminal data through the intelligent management platform to form a public domain to private domain drainage. The specific operation process can be divided into several parts, first of all, from Facebook and other social media advertising, (hiwaves group) whatsapp precision marketing, kol net red with goods and other public domain diversion, draining customers to whatspp, Japanese line, telegram, independent station, and then through the hive scrm aggregation. In the process of aggregation, the hive scrim can play seven major functions, such as: generating intelligent customer acquisition process, fan three-dimensional marking, secondary marketing to users, transaction data statistics, financial management, order management, etc., so that customers precipitate on social tools or customers' self-built sites, forming their private domain traffic fan pool.
After the construction of the channel between the b-side and the customer, content marketing is carried out. Jiang Miao, the founder of The Hive, told 36Kr that the team's way of content marketing for enterprises includes content sharing, fission, lottery activities, discount coupons and so on. In addition, Hive Scrim has also built a platform monitoring section to assist merchants to quickly understand the core content of their competitors' equipment operations and systematically score them, so that enterprises can understand the dynamics of competitors.
In addition, the hive scrm also adopts the drainage method of public domain kol, allowing local kol to live stream goods, and at the same time precipitating koc and kol to the private domain pool in the form of small b, with the advantages of data provision, efficient communication, effective control, and enabling merchants to develop overseas kols.
So far, The Hive Scrm, which has been established for more than a year, has become the largest offshore brand private domain SCRM service provider in China.
At present, the company has signed more than 1,000 customers. In the face of different customers, the team adopts different business models. For example, in the face of GMV more than 500 million head enterprises, Hive Scrim adopts a model that combines customized solutions and joint operations, which is conducive to the development of subsequent SAAS product scenarios. Secondly, in the face of GMV customers with a scale of about 100 million, Hive Scrim adopts a standard service + tool approach to achieve standardized products. Finally, for waist customers with a gmgv scale of less than 100 million, we provide training services and tools for them, including how to build a private domain, private domain drainage and customer return, etc., so as to cultivate the long-term needs of customers.
In terms of saas products, the company has provided SAAS services to more than 500 overseas brand merchants in one year.
Regarding the next step of planning and goals, next year, the team's customer goals will increase by more than 3 times and build the best cross-border private domain implementation team goals in China, all of which are e-commerce companies that are biased towards service to c. In order to achieve this goal, the total number of personnel in the hive scrim is about 75 people, of which nearly half of the R & D personnel, and the total number of people is expected to expand to about 100 next year.
When it comes to benchmarking, The Hive Scrim uses the American spring social (hereinafter referred to as spt) as the benchmarking object. Founded in 2010 and listed on the NASDAQ in 2019 (stock code SPT), SPT has risen more than 10 times in one year and is currently worth $6.5 billion. It is an enterprise-grade social media management solution provider that provides social management suites for social network-based brand communication, product and business insights, customer service, and more.
Jiang Miao, founder of Hive Scrm, told 36Kr that unlike SPT, the Hive Scrm team has many years of overseas traffic market experience accumulation and backed by the Chinese industrial chain, and the company's positioning is not a single buying service provider or overseas celebrity matching platform, but really helps customers solve the drainage from the public domain to the private domain, and realize sales conversion and user operation. In addition, the team's kol and marketing business is also one of the important advantages of public domain drainage, which can help customers build brands in overseas markets in an all-round way.