Today Yuki will start from the two well-known industries of e-commerce and education, and share "How to attract new users in the e-commerce and education industries?"
1. Six major user life cycles in the e-commerce and education industries
The user life cycle can be divided into the following steps: user acquisition - user activation - user retention - user conversion. The length of the user life cycle can directly affect the sales of products and the market competitiveness of brands. The longer the user life cycle is, and the longer the time, the competitiveness will gradually become prominent.
For the e-commerce industry, its user life cycle can be divided into 6 stages, namely potential - new birth - effective - active - sleeping - death:
Potential users: The first stage of the user life cycle is potential users, and potential users are target groups that meet product positioning and have purchasing power;
New users: In the second stage, when a potential user makes the first purchase, it can be regarded as a new user;
Valid users: The third stage of the user life cycle is valid users. In short, valid users are users who repurchase products. Because the e-commerce industry wants to improve performance, the key lies in the conversion of users from the first consumption to the second consumption;
Active users (loyal users): This part of the population can be said to be consumers who have a strong sense of identity with the product;
Sleeping users: Sleeping users need us to effectively activate and wake up through operational means to avoid forgetting our products and services over time;
Dead users: The last life cycle of a user is a dead user. At this stage, we basically don’t need to spend any energy to wake up and maintain, and we can save costs or simply give up.
For the education industry, the user country email list life cycle can be roughly divided into four stages: potential users - contract users - contract renewal users - contract cancellation users:
Potential users: The first stage of the user life cycle in the education industry is potential users. The platform personnel follow up the users who have collected information and invite users to participate in the experience class. The target users did not refuse and completed the participation in the experience class, but still Those who have not officially registered as our users, but have the possibility of becoming official, such users can be defined as potential users;
Signed users: Signed users are users who have formally registered, paid fees, and signed contracts at educational institutions/platforms;
Renewal users: Renewal users are users who recognize courses, teachers, educational institutions/platform services and their needs for self-improvement, and continue to purchase courses in other subjects or upgrade courses;
Users who cancel the contract: The last stage of the user life cycle is the user who cancels the contract. They are not only the users who cancel the contract abnormally and refund the fee, but also the users who cancel the contract normally after the end of the course.
2. New ways to play in the e-commerce industry (take Perfect Diary as an example)
As the first link, new promotion, promotion, transformation and retention play a decisive role. The e-commerce industry takes the beauty e-commerce "Perfect Diary" as an example. They attract new customers through social media platforms, offline and other channels. Below, Yuki will share with you their channels for attracting new customers.