From the accurate user communication of the "Terunsu Mingshihui", we can glimpse the sea of stars of the digitalization of the Terunsu brand. ”
Text: Pacino
Source: Foodaily Daily Food (ID: foodaily)
When it comes to digitalization, ten years ago, the most asked questions from traditional brands were "what is digital", "why should I do digitalization", "what can digitalization bring to me"; today, ten years later, the question is, "How do I achieve digital transformation?" "In the digital age, how can I do a good job of digital marketing and consumer communication?" ”
In ten years, the attitude of traditional brands to digitalization has changed from half-belief to active embrace, and even began to actively explore a better path for brand digitalization.
In Foodaily's view, there is no standard answer for brand digitalization, and most traditional brands are still in the stage of confusion and exploration. However, there are also some traditional brands that start from a small place, take a certain link in brand digitalization as a breakthrough, and resolve the originally large and abstract brand digital problems into a methodology that can be referred to and implemented.
Terunsu is like this, which starts from the private domain, spends more than ten years to build the private domain position "Mingshihui", and successfully achieves accurate contact and communication with its target consumer groups through the "Mingshihui". With the accurate acquisition of customers in the public domain channel, the refined operation mode of long-term exploration and the accurate content communication strategy, the "Mingshihui" has successfully accumulated nearly 20 million fans and 25% of the core members.
Below we will lead you to explore the precise communication strategy of "Terunsu Mingshihui" and the digital thinking reflected behind the success of the private domain, so as to provide digital direction for other traditional brands.
The first step is to private domains
Online and offline together,
Accurately capture potential consumer groups
Where do the private domain users of Terensu come from?
As a traditional dairy giant, compared with cutting-edge brands, Terunsu has a strong offline channel advantage, and how to divert the people reached by offline channels to the online private domain is something that Terunsu has been thinking about. DM single is a good solution, Terunsu will put a DM sheet embedded with a two-dimensional code in each product box, and the DM single visual design style of different products accurately matches the product positioning.
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Image source: Terunsu
At the same time, Terunsu also set up a different backlink for each product's DM single two-dimensional code to undertake activities, and users who buy different products will enter the mini program through different two-dimensional codes and enjoy different backlink marketing activities. Such a differentiated path of entry can help Terensu accurately communicate with people with different product preferences, thereby providing better orientation services.
There are also some private domain users from online public domain delivery. In order to maximize the delivery effect, Terunsu cleverly used Tencent's extremely fine-grained crowd label to realize the "thousand faces" of advertising delivery, and customized different communication materials to accurately reach people in different circles.
For example, for young people, Terunsu put high-quality idol Yi Qianxi's endorsement materials in the circle of friends, and at the same time combined with the surrounding areas of the mall, circle fans while promoting new and transformation.
Similarly, Terunsu will also launch new products corresponding to different consumer groups with different characteristics and needs. For example, for people who prefer high-end quality life and gift-giving needs, the main investment is desert organic milk products; for the sports and fitness crowd, Terunsu mainly invests in M-PLUS high-protein milk jointly customized with Keep, and for young women's IP interest groups, it launches Hi Milk Duffy family custom clothing...
From a box of one-code DM single to a thousand people and a thousand faces of the delivery strategy, Terunsu has formed a mature set of playing methods in accurately reaching consumer groups, combining online and offline, and maximizing its own huge offline resource advantages and the big data function of WeChat ecology.
The second step is the private domain
Membership Tiering & Multi-Touch Drainage,
Accurately retain existing consumer groups
The combination of online and offline is the main way for Terunsu to drain traffic for the private domain, so after the traffic enters the private domain, how does Terunsu carry out circulation operations?
The first is to accurately layer private domain users and set different levels of membership benefit policies. For users who enter the private domain, Terunsu will divide users into four levels of ordinary, silver, gold and diamond according to the points situation, and each membership level should enjoy different levels of membership benefits. Diamond members, in particular, can enjoy exclusive surprise gifts and exclusive activities created by Terunsu in addition to the fixed membership benefits.
The second is the fine division of labor and drainage of different private domain components and different private domain modules within each component. WeChat brand area is an important component to undertake brand search traffic, once the user searches for Terunsu on WeChat, the brand area that appears at the top of the search page is Terunsu. The brand area is similar to a private domain intensive traffic distribution middle platform, through which users can quickly enter any private domain component, and different private domain components enter each other backwards.
Image credit: Foodaily draws itself
Taking the official business of the public number and the Mini Program as an example, when the user enters the Terunsu public account, the dialog box will automatically pop up a welcome message and a link of "Terunsu Mingshihui" (Terunsu Mini Program Official Mall) to invite them to join the "Terunsu Mingshihui". In addition, the daily posts of the Terunsu public account will also implant the link of "Terunsu Mingshihui", which on the one hand can improve the activity and drainage effect of the public account fans on the Mini Program, and also increase the purchase rate of fans entering the mall.
In addition to being the most important private domain component of Terunsu and has the function of an official mall, "Trensu Mingshihui" also assumes the role of a content community. In the "Terun Su Mingshi Club", there are three content modules: Su Su Said, Cloud Ranch and Ram Talk, which correspond to different forms of accurate communication with consumers. Su Su said that it is mainly to show the circle of friends of Terun Su's self-created IP "Su Su", "Su Su" will output brand dynamics, product new and other content in the circle of friends every week; the rambling meeting is a community created by users spontaneously, users can independently participate in various topics related to brand marketing, and each topic will set up a lottery mechanism to enhance the user's enthusiasm for participation. Cloud Ranch is a cattle game where users can invite friends in the process of raising cattle and at the same time get points to redeem vouchers. Cloud Ranch accurately attracts and retains young users for Mini Programs in the form of fun games, and the function of inviting friends gives Mini Programs a sense of sociality.
Image source: Trensu Mingshihui
Whether it is an official account or a mini program, we can see from it that Terunsu is fully reaching users in different private domain ways and content, and through the division of labor and cooperation of different private domain modules and components, to achieve accurate communication with consumers. It is also worth mentioning that when the newcomer improves personal information, Terunsu will ask about their daily consumption behavior habits according to different tags of users, and then accurately push appropriate service content according to consumption habits, so as to improve the accuracy of Terunsu services and the understanding of users.
The third step of the private domain
Services, products, marketing,
All-round accurate link to loyal consumer groups
Maslow's Pyramid of Needs divides human needs into five levels: physiological needs, security needs, social needs, respect needs, and self-actualization. If the precise communication methods within the various private domain modules and components we mentioned earlier meet human social needs, how can the highest human respect and self-actualization needs be met through the private domain?
Terunsu's solution is: to provide exclusive services, new product launches and exclusive gifts for private domain users, and to meet the advanced needs of users' spiritual and emotional levels from the three dimensions of service, product and marketing, so as to achieve deep and accurate links with users.
The service dimension mainly includes three modes: special intention, periodic purchase, and free mention. Special intention to focus on member gifts, the launch of various types of gift cards to facilitate the use and sharing of private domain users; cycle purchase is mainly for members to provide one-time orders, multiple installment delivery services; free to pick up, high-quality logistics delivery services, while providing different package options, with different peripheral gifts.
And the product dimension? Terunsu will incubate new products for the different needs of users in the "Terunsu Mingshihui", such as the CBP high-calcium milk launched for the high nutrition appeal group we mentioned earlier, the M-PLUS high-protein milk for the fitness population and the Trunsu Hi Milk Tamiffei family custom suit launched for the IP interest group. These finely positioned new products will generally be launched in Mini Programs, bringing a sense of attention and respect to private domain users, so as to achieve a deep emotional connection between brands and users.
The deep connection of the marketing dimension is mainly reflected in two major marketing activities: 818 Members Day and Double Eleven Crab Ceremony.
The 818 Members Day is mainly to give back to the majority of members. On the day of the event, Without the knowledge of the other party, Terunsu sent tens of thousands of babes pumpkins from desert oases to members who had purchased desert organic milk. Most of the members who received pumpkin gifts were greatly surprised and moved, and after receiving the pumpkins, they took the initiative to take photos, posted lists on Weibo and posted praise.
Image source: Weibo user posted a picture
In order to improve the attention of the whole network of the event, Terunsu also specially invited five high-quality idols such as Yi Qianxi and Jin Dong to shoot short films of the event, which brought great exposure and discussion to the whole event.
Unlike the 818 Membership Day, the marketing of the Double Eleven Crab Gift is more accurate and focused. Terunsu has insight into the fact that the current Double Eleven has been rolled up and full of full gifts and full of routines. So Terunsu decided not to do an insincere indiscriminate price reduction, in order to highlight the brand's sincerity and attention to the core users, for the core diamond members to send a surprise "crab and crab gift". After receiving the "Crab And Crab Gift", members truly felt terunsu's good intentions and took the initiative to send a circle of friends to tell the story between themselves and terunsu mingshihui.
Image source: Terunsu official public account
If the 818 Members Day is a gift activity for the majority of members, then the Double Eleven Crab Ceremony is the brand's gratitude to the core members. The combination of the two is the best embodiment of Terunsu's deep connection of members through precision marketing.
Write at the end
The Sea of Stars operated by the Private Domain of Terunsu
The fine product positioning, accurate content communication and marketing activities we mentioned earlier all explain the value of the private domain from the perspective of communication level and consumer benefit, but in fact, the value of the private domain is far more than this.
Accurate communication between Terensu and private domain users can actually benefit brands and products in turn. In the private domain, after the brand and the consumer have established a precise communication relationship, the consumer will take the initiative to express the real self-needs and feedback in the private domain, and the brand can obtain real consumer insights through the private domain. What's the use of that? Accurate consumer insight can in turn assist product innovation and iteration, and better innovation and iteration of products can more accurately meet the real needs of consumers.
Such a cycle is a cyclical model of accurate communication between a brand and consumers.
Back to digitalization. It is undeniable that the private domain is only a part of the brand digitalization, but as soon as it is known, the model of accurate communication with consumers successfully established by Terunsu in the private domain can reflect the mature thinking and practice of the entire Terunsu brand for digitalization. Foodaily believes that behind the successful "Terunsu Mingshihui", the entire digital ecology of the Terunsu brand must also be worth learning from most traditional brands.