陈曦 · 增长与 AIChen Xi - Growth & AI
1.6

门店宣发Store Campaign

介绍Introduction

大量兼职分发代替投流费用，等于员工矩阵的进阶版本。A part-time distribution network replacing ad spend: the advanced form of the staff matrix.

宣发这块我们有完整的团队和完整的模式。核心是用大量兼职去分发，代替一部分投流费用——同样的曝光，成本结构不一样。For campaigns we have both a full team and a full playbook. The core idea is a large part-time network doing distribution in place of part of the ad spend: same exposure, different cost structure.

门店侧的模式也是现成的：比如送鸡蛋，换对方发一条我们编辑好的内容。内容我们统一出，不靠对方创作。The store-side playbook is ready too: hand out a small gift in exchange for the person publishing a piece we have already written. We supply the content centrally rather than relying on them to create it.

成本上的道理很直白：投流每一次曝光的价格是固定的，而分发网络的边际成本随规模下降。号越多、内容越是现成的，每一次曝光就越便宜。The arithmetic is blunt. Paid exposure costs the same per impression however much you buy, while a distribution network gets cheaper at the margin as it grows. More accounts and more ready-made content means a lower price per impression.

但兼职分发不是把同一条视频群发出去。同一个门店的素材要按人设改写成不同版本，重复度太高平台会降权——花了人力却没换到曝光，是这条路最常见的死法。Part-time distribution is not blasting the same clip everywhere, though. One store's material has to be rewritten into different versions per persona, because content that looks too alike gets throttled. Spending the labour and getting no exposure for it is how this approach usually fails.

打卡活动是把客人变成分发节点：进店的人本来就在这个商圈、本来就有本地的社交关系，他发的内容比任何广告都精准。The check-in campaign turns customers into distribution nodes. Someone who walked in is already inside the trade area and already has local social ties, so what they post lands more precisely than any ad.

这套的底子是用大量兼职分发代替投流预算——员工矩阵的进阶版本。团队和模式都是现成的，不用从零招人。The economics here come from replacing ad spend with a large part-time distribution network: the advanced form of the staff matrix. Team and playbook are already in place, so there is no cold start.

  • 兼职分发网络组建与培训Building and training the part-time distribution network
  • 统一编辑的内容包Centrally edited content packs
  • 内容去重与多版本改写Deduplication and multi-version rewriting
  • 门店宣发模式落地（如送鸡蛋换发布）Store campaign playbook execution, e.g. a small gift in exchange for a post
  • 打卡活动设计与激励规则Check-in campaign design and incentive rules
  • 分发执行跟踪与效果口径Distribution tracking and an agreed results metric

怎么做How it runs

  1. 建网络Build the network

    招募兼职、做培训、把结算规则定清楚，这三件事决定了网络能不能留住人。Recruit, train, and set settlement rules clearly. Those three decide whether the network keeps its people.

  2. 备素材Prepare the material

    一套门店素材改写成多个版本，避免重复度过高被降权。Rewrite one store's material into multiple versions so near-identical posts do not get throttled.

  3. 铺分发Roll out distribution

    按天按人排发布，全部带门店定位，曝光才落回门店。Schedule posts by person and by day, every one carrying the store location so the exposure lands back on the store.

  4. 让客人接力Hand off to customers

    打卡活动把到店客人变成新的分发节点，网络自己往外长。The check-in campaign turns walk-in customers into new distribution nodes, so the network extends itself.

成功展示Showcase

打卡活动：让客户成为门店的宣传大使Check-in campaigns: turning customers into the store's ambassadors

宣发这块我们还会设计打卡活动，让客户自己成为门店的宣传大使。For campaigns we also design check-in activities, so customers themselves become the store's ambassadors.

打卡活动：让客户成为门店的宣传大使Check-in campaigns: turning customers into the store's ambassadors

宣发这块我们还会设计打卡活动，让客户自己成为门店的宣传大使。For campaigns we also design check-in activities, so customers themselves become the store's ambassadors.

视频与截图待补Video and screenshots pending

致 Boss 的一封信A letter to you

尊敬的 Boss，您好。Hello, Boss.

这是我的个人产品页，其中的板块都是我自身的技能以及资源。This is my personal product page. Every board on it is a skill or a resource that is genuinely mine.

我从大学毕业后就开始创业，截至现在已经 10 年时间了。I started my own business straight out of university — that was ten years ago.

最开始是产品经理，带领开发团队做出第一款软件（安卓系统）。三个月时间，我从销售到铺垫代理、到技术维护，几乎变成了六边形的 — 三个月总盈利 150W+。I began as a product manager, leading a dev team to ship my first piece of software (Android). In three months I went from sales to building out the reseller network to technical maintenance — close to an all-rounder. Three months, 1.5M+ RMB in total profit.

后面因为要转行业，所以在众多行业中选择了小红书，没想到这一选择就是 4.5 年的时光。Then I needed to change industries. Out of all of them I picked Xiaohongshu — and that one choice turned into four and a half years.

因为当时比较年轻，赚取的第一桶金，所以难免会年少轻狂（现实中同年操盘一个项目，半年纯利润达到 5000W，被合伙人背刺，有真实记录经验以及可考察）。I was young, it was my first real money, and I was inevitably a little reckless. That same year I ran a project that cleared 50M RMB in net profit in six months, and was stabbed in the back by my partner. There are real records, and it can be checked.

后面沉淀了两三年，回到北京，开始研究抖音流量板块以及 AI 相关。I spent the next two or three years settling, then came back to Beijing and started working on Douyin traffic and on AI.

很幸运，在我上年以及今年一直深耕 AI 赛道，所以取得了很不错的成就。I have been lucky: last year and this year I stayed deep in the AI track, and it paid off.

而且我很开心，也很庆幸 — 我在 AI 身上看到了无限。所以我在三个月时间，消耗了 3W 刀的 Token。从文本，到图片，到视频，我看到了太多。AI 是未来。并且我以前的资源圈子，可能让我达不到太高的门槛。And I am glad — genuinely glad — that what I saw in AI was something without limits. In three months I burned USD 30,000 of tokens. Text, then images, then video: I have seen too much to think otherwise. AI is the future. My old circle of resources, though, may not carry me past a high enough threshold.

我帮别人做公司梳理以及流量打造是 2K 一小时的咨询费；全域流量搭建以及小红书的自营矩阵、员工培训是 19800 的搭建费。I charge 2,000 RMB an hour to restructure a company and build its traffic; full-channel traffic build-out, an owned Xiaohongshu matrix and staff training run a 19,800 RMB setup fee.

我说这些的目的，是因为我觉得衡量人的价值不是情感，而是很现实的钱。I say this because I believe a person is not measured in sentiment. They are measured in money, plainly.

我很希望可以继续进新的圈层以及获取新的资源。I want to keep moving into new circles and reaching new resources.

所以很感谢您能看到这里。我所擅长的就是流量打造、品牌打造，以及 AI 的产品和商业逻辑。So — thank you for reading this far. What I am good at is building traffic, building brands, and the product and business logic of AI.

希望我们可以达成合作，一起拥抱 AI 和流量，一起拥抱I hope we can work together. Let us embrace AI and traffic, and embrace

未来The Future