Deep Sound Original · The author | Xiao Humble
In recent years, the consumer industry can be described as a changeable situation - entrepreneurs, investors, platforms, supply chains, all walks of life have seen various opportunities, but while the industry is hot, various miscellaneous phenomena are also emerging:
Many "net red" brands have run out, but the heat comes and goes quickly; there are various traffic methodologies popular on the market, but there are not many that can really achieve long-term repurchase; private domain, digitalization, DTC. There are many concepts in the industry, and there are more explanations accordingly. The interpretation of the same concept is sometimes even the opposite.
Compared with scarcity, the challenges posed by flooding are equally significant. At this time, it is more necessary to simplify the complexity and study in depth the "Changhong" brands that have been tested by time.
Terunsu is one such brand.
In 2005, the "Terunsu" brand was born, and the phrase "not all milk is called Terunsu" became popular all over the country. Since its inception, whether it is brand value or sales data, Terunsu is the top in the industry.
Having experienced the era of offline supermarkets and traditional e-commerce, facing the challenges of emerging platforms seizing user attention and serious channel differentiation in recent years, Terunsu's golden signboard has always been shining and has grown considerably. In 2021, the sales volume of Terunsu full platform will reach nearly 30 billion, maintaining a rapid growth rate of more than 30%.
When traditional brands struggle with "brand aging" and new brands suffer from "long red difficulties", Terunsu's achievements are enviable. Why does it always catch up with the tide, and how do it look at new models and new technologies? With it firmly at the forefront of the industry, is it preparing for more cutting-edge industry opportunities?
Where are the consumers, where are the terunsu
"Mingshihui" is the private domain position of Terensu, which was established as early as around 2008, when the form was the official website of the PC side, and by around 2015, the number of users and members of Mingshihui was about two or three million.
During this period, the mobile Internet sprouted and risen in China, and the Terun Su Mingshi Association, which perceived the change of the wind direction of the times, also put the transformation on the agenda.
In 2017, Terunsu began to build a WeChat Mini Program and public account system, and imported all the user accumulation of Mingshihui into the Tencent ecosystem, and in the following years, Terunsu continued to invest in it, taking the Tencent ecology as the digital position and continuing to add bricks and tiles.
From the official website of the PC side to the Ecology of Tencent, the goal of the Terun Su Mingshi Association is to precipitate brand members and establish direct communication with consumers. Why choose to do private domain in Tencent, we must start from the specific situation and needs of Terunsu.
In 2016, the sales scale of Terunsu exceeded 10 billion, most of which came from offline, but consumers left the market after buying, Terunsu needs a more suitable place to directly connect consumers, the user base of this place should be large enough, the user stickiness should be strong enough, and the brand should have enough independent space.
The former is easy to understand. The traffic on the PC side is declining, and the Tencent ecosystem connects a large number of domestic Internet users, the brand's target customer base is here, and has a variety of product capabilities such as public accounts, mini programs, and enterprise WeChat to achieve public-private domain linkage.
The latter is related to Terensu's positioning of private domains. In terunsu's strategy, the private domain is not only the precipitation of user assets, but also the cornerstone of brand assets, and the brand cannot only be the "merchant" of the platform, but also should have sufficient independent operation space in terms of customer acquisition, products, marketing and so on.
In short, Terunsu hopes to be rooted in the "decentralized" and "open" ecology as a private domain, and Tencent has the most perfect public and private domain ecology.
After choosing the private domain platform, the next step is the investment stage. Specifically, there are three main ways to drain terensu for private domains:
Terunsu puts a DM sheet embedded with a two-dimensional code in each product box, and the DM list of different products is different in visual design and product positioning, which can help Terunsu Mingshi to drain flow from offline to online, and also allow Terunsu Mingshihui to efficiently communicate with people with different product preferences;
In 2021, Terunsu began to vigorously carry out effect advertising in WeChat, prepared a variety of advertising materials for different customer groups, and released high-quality video content in the video number, and also integrated the brand's official public account, mini program, video number, etc. with the help of Search, to achieve multi-dimensional reach, attraction, conversion and loyalty cultivation of target groups; Terunsu's annual brand TVC, big movies and other advertisements are released on various media platforms, including the circle of friends, and finally fall to the private domain to undertake.
This is undoubtedly a complex project, which tests both the boldness of the brand and its ability to iterate quickly. "Deep Sound" learned that the Terunsu Mingshi will invest a lot in the construction of private domains and is willing to try new technologies and new scenes. For example, in order to tap the potential of the brand area of the "Search and Search" section, Terunsu has targeted settings in terms of personnel and materials, and the degree of attention can be seen.
Heavy investment in exchange for considerable results, the current membership of the Mingshihui has reached the order of tens of millions.
Do channels, or do you do branding?
The logic of precipitating reusable traffic and directly reaching consumers is not new. But if you look deeper, you will find that the private domain thinking of the Terunsu Mingshi Association is completely different from the popular practices in the outside world.
In the past few years when the concept of "private domain" has been hot, when "Deep Ring" communicates with merchants, private domain service providers and other people, all parties generally mention a typical concern: will the online private domain divert users from other existing channels, and finally the increment is not obtained, but becomes a "channel volume"?
This is actually not a problem of the private domain, but a problem of how to "do" the private domain.
Many views and practices regard the private domain as a "selling channel", but in the positioning of the Terunsu Mingshihui, the core goal of doing the private domain is to "do the brand", which is to make use of the global traffic resources of the Trensu, so that the private domain becomes a pool for the brand to communicate directly with consumers, and selling is only one of the purposes.
The essence of Terunsu's "doing private domain is doing branding" is actually the problem of where and how to reuse the traffic resources obtained by the brand. Brands need to consider the comprehensiveness of the ecological touchpoints of the private domain, the stickiness of different private domain products, the circulation of the private domain public domain, and even how the private domain can better stimulate the brand to promote global growth in the three dimensions of customer acquisition, service and marketing power.
Continuing to look at the needs of Terunsu, the Tencent ecology where Mingshihui is located covers many scenarios such as social networking, information, entertainment, etc., with a wide range of contacts; the private domain products (public accounts, mini programs, etc.) in the WeChat ecosystem have a considerable number of active users, and the connection between various private domain products and between private domain and public domain is "silky".
An example can reflect the stimulation of private domains on the ability of brands in different dimensions. In the Tencent ecosystem, Terunsu and Tencent Cloud have jointly built a set of buried point systems, and the transformation of various events has been presented with more granularity, and Terunsu can quickly iterate materials accordingly, thereby promoting marketing efficiency and global growth.
Positioning and demand are different, so the important indicators are naturally different.
The most important thing in the construction of the private domain is the brand viscosity and the number of core members.
In order to implement the positioning of the brand's private domain, the products in the Mingshi Club are sold at retail prices, do not do high-frequency subsidies, do not do various "social fission", and do not pursue exponential doubling. This is very different from the popular private domain practices in the market.
The idea of the Terunsu Mingshihui is that the private domain should be stable in price, so as to avoid the internal volume of the channel. If you always set various second bargains, consumers will only feel that Terunsu's products will not sell, and the brand tone will be affected.
Compared with promotion and growth, Trensu Mingshi will focus more on service quality and membership marketing - the box is damaged or the milk has a small defect, and the brand will immediately send another mention to the members. It's all about getting a better experience for consumers.
Be friends with consumers
The private domain practice of the Terun Su Mingshi Association answers the question of how to "do" the private domain: the construction of the private domain and the internal volume of the channel are not directly related, and if you force a hole, the private domain is used as a brand position, and the problem of the inner volume can be completely avoided.
Interestingly, Trensu mingshi will mention more words as "service" and "friend". This gives a feeling of familiarity and strangeness.
Familiarity comes from the fact that expressions such as "making friends with consumers" are common in the consumer industry, and these concepts are often reduced to a kind of rhetoric, especially in the industry trend of pursuing ROI optimization, and members and brands or platforms are often caught in a naked "calculation" relationship.
The strangeness comes from the fact that the Terunsu Mingshi will be serious to a rare extent.
Most of the members of the Mingshi Club pursue high-quality life, attach importance to personalization and freshness, in order to provide good service to the members, Theron Su Mingshi club invests a lot. For example, Mingshihui provides members with elaborate gift cards; the cycle purchase service meets the needs of members to send good gifts - members buy 24 Titransu products at one time to send to people, and the brand side regularly sends them to each other's homes every month; in addition, Mingshihui also creates a "special heart" service, so that members can send customized content when giving gifts, and gifts and hearts can be better delivered in place.
Source: Terunsu MingshiHui
In addition to in-depth polishing of gift-giving services, Mingshihui is also the first platform for a variety of brand circle products, such as desert organic pure milk limited debut, "Shanghai Disney Resort 5th Birthday Celebration Commemorative Edition" Hi milk 0 fat pure milk, etc., these products have subsequently become public domain hits.
A loyal membership base is the cornerstone of a successful product launch, and in turn, the product selection is launched at The Prestige Club, which also consolidates the distinguished experience that members get from the platform.
In addition to continuously improving the service system, Terunsu Mingshihui also hopes to exert more efforts in member targeted marketing, with the help of private domains and long-term communication with members, thereby enhancing members' love for brands and platforms.
In this regard, there have been successful cases of the Trensu Mingshi Association. The "818 Terunsu Membership Day" is one of the most important nodes of the Terunsu year. Trenso Mingshihui hopes to focus on the major event node of Membership Day, deeply cultivate member marketing services, and efficiently realize the precipitation of brand mentality. On the 2021 "818 Terunsu Member Day", Trensu Mingshi will send a surprise gift to users who have purchased desert organic pure milk - tens of thousands of pumpkins from desert farms. These pumpkins are packed, picked, transported from the desert, and finally delivered to the members' homes for free by the fulfillment ability of the private domain, passing on the brand temperature with unknown and unexpected surprise gifts.
Giving back to members with the green life born in the desert is novel and warm, and also highlights Terunsu's practice of green public welfare. The reason why this targeted marketing can be achieved is that the long-term private communication foundation built by the Terun Su Mingshi Association is the key.
A similar line of thinking is also reflected in Terunsu's "Double Eleven Crab Ceremony Marketing". In 2021 Double Eleven, Terunsu Mingshi will send an exclusive "crab gift" to 400 diamond members, similarly, members were not aware of the gift before.
In the "Double Eleven Crab Crab Ceremony Marketing", Terunsu Mingshihui purchased crab cards worth nearly one million, and members only knew why they received crab cards after logging in to Mingshihui, after that, members took the initiative to leave messages to the platform and publish circle of friends, and the brand did not have any pre-guidance.
Terunsu wanted to provide surprises and let interactions happen naturally. How can the value of these services and targeted marketing be quantified? Concerned about ROI? Exposure? I'm afraid none of them are appropriate.
The purpose of Terensu is also pure: to communicate deeply and to be friends with consumers. This requires great concentration and confidence.
The way Terensu looks at the private domain is not the short-term effect of 1-3 years, but the focus on people in the longer term of 5-10 years. Serve the consumer well, he may not give you very specific feedback in a short period of time, but time will tell.
New prologue
At this point, the private domain idea of the Terunsu Mingshi Association has gradually become clear: to do private domain is to do brand and make friends with consumers. All inputs are based on this.
Some people may say: I understand the reasoning, but what is the actual result of this? To put it more bluntly, can you make money? Or how much reference can it provide for specific businesses?
The question can be seen in two parts: What verified value does The Society bring so far? How many possibilities can mingshikai bring in the future?
There are many verified values: the number of members of the Trensu Mingshi Club continues to grow, the scale of traffic that brands can control is getting larger, and communication with consumers is more efficient. More importantly, when most brands use the private domain as a "selling channel", the Terun Su MingshiHui has developed a new model of "doing branding" with the private domain, and achieved a double increase in brand voice and sales.
The second question is actually more important. The retail industry is extremely changeable and innovative, the format is always iterating and evolving, and the constituent elements of the business environment such as social form, cultural preferences, demographic structure, and consumer aesthetics are also changing rapidly. The FMCG products that are closest to the lives of consumers are the most vulnerable to changes.
Specific to today's domestic retail industry, due to the slowdown in growth and changes in the general environment, traditional e-commerce and video e-commerce have different degrees of pressure. As the private domain construction of TerunSu Mingshihui matures, the brand will also set its sights on the near-field e-commerce that is currently accelerating - cooperating with Tencent Smart Retail to provide 2-hour real-time delivery services in some cities on a pilot basis to achieve closer to consumers, better performance experience, and more personalized services for consumers.
Near-field e-commerce needs brands to be highly sensitive to changes in consumer demand, and at the same time, they should have more efficient brand marketing capabilities and optimize product innovation logic. As a DTC channel, its long-term value is to allow Terunsu to directly perceive the wind direction of the consumer market. As brands understand consumers, they become more agile in new product development, marketing insights, service methods, and more.
In other words, the long-term value of Mingshihui runs through all aspects of brand development, and it is related to whether the brand can go further, which is far from being summarized by short-term sales.
Judging from the practical experience of Chinese and foreign FMCG brands, the commonality of the brand "Changhong" is that it is always sensitive to the rapidly changing consumer market and industry environment, while maintaining the brand's determination. This is particularly evident in the construction of private domains in Terunsu.
No one can say what the next era of retail and FMCG will look like, but Terensu is already writing a new prologue. With the ability to perform in the private domain and closer to consumers, Trensu Mingshihui has shown the potential to seize new opportunities.