User Community Services: 75% Brand Repurchase Rate
A emerging e-cigarette brand targeting young consumer groups faced problems of low user stickiness and a repurchase rate of less than 30% in the early stage of product launch. Its core demand was to establish brand loyalty through community operation and tap into lifelong user value. Cooperation Plan — Built a three-in-one user operation system of “online community + offline activities + personalized services”: created exclusive brand WeChat communities and Xiaohongshu topic pages online, launching UGC content incentives (users could exchange atomizer pods by sharing usage experiences); regularly organized offline product tastings and e-cigarette culture salons, inviting users to participate in new product testing; value-added services included smoking data monitoring (reminding of excessive nicotine intake through APP), personalized flavor recommendations, and equipment cleaning and maintenance guidance. Implementation Process — During community operation, assigned special personnel to maintain community order, shared product usage skills and industry information daily, and held interactive lucky draw activities weekly to attract active user participation; organized 2-3 offline tastings per month in core cities, inviting R&D teams to communicate face-to-face with users to collect suggestions for new product improvements; in terms of personalized services, analyzed user smoking frequency and flavor preferences through the APP, pushed targeted coupons for suitable products, and provided lifetime equipment warranty and trade-in services for existing customers. Results — The brand’s user repurchase rate increased from 28% to 75%, with core users making more than 8 purchases per year; accumulated over 5,000 UGC content pieces, with new users brought by spontaneous dissemination through social platforms accounting for 40%; optimized product design through user feedback during new product testing, increasing the success rate of new product launches by 60% and effectively reducing R&D risks.
