Source: Yan Tao Sanshou
The second live broadcast of Xiaohongshu had a turnover of 100 million+, and the number of viewers was 1.25 million+, and she became a celebrity with goods in Xiaohongshu, she is Zhang Xiaohui.
As the heroine of the movie "Peach", Zhang Xiaohui, who was born as a star, has made extremely dazzling achievements in live broadcast and the private domain industry.
It is worth mentioning that Zhang Xiaohui's team's private domain GMV in 2023 has also exceeded the 100 million mark, with private domain revenue increasing by 60% in the first three quarters, and has more than one million private domain members.
Today, let's dismantle Zhang Xiaohui's private domain operation for everyone, and see how Xiaohongshu's "first sister" with goods plays with the private domain?
The table of contents of this article is as follows:
1. Case background
2. Dismantling of traffic channels
3. Dismantling of private domain IP
4. Dismantling of marketing activities
5. Dismantling of the membership system
01 Case Background
1. Brand profile
The brand name "Rose is Rose" is a Chinese abbreviation from Miss Zhang Xiaohui's personal number "aroseisaroseisarose". Rose is not only a shopping mall, but also their values: beauty is important, but more importantly, safe and pure formulas, combining science and natural forces, sustainable development.
2. Market size
In recent years, the beauty and personal care market has grown by an average of 4% to 5% per year. 2020 coincided with the outbreak of the pandemic, and it was only during the pandemic that the growth of this market "cooled" slightly as people faced travel restrictions.
More and more people are becoming middle class, which is also driving more consumers to buy non-essential products such as beauty and personal care products. Data predicts that the global middle class will increase by 800 million people by 2030.
3. User portraits
The users of Rose and Rose are mainly white-collar workers in first-tier cities, new first-tier cities and second-tier cities. They tend to have higher incomes, pay more attention to personal image, and have beauty and maintenance needs.
02 Dismantling of traffic channels
Rose and Rose have established a private domain matrix with channels such as "Official Account + Mini Program + Enterprise Micro + Community" as the core, and with the help of popular public domain platforms such as Douyin, Xiaohongshu, and Weibo, it has realized the drainage and transformation of public and private domains and helped brands expand their voice.
1. Private flat table
1) Official account
After following the official account of "Zhang Xiaohui aroseisaroseisarose", the welcome message introduces the brand characteristics and comes with a WeChat QR code. It is worth mentioning that Zhang Xiaohui also set up a contact point for private domain drainage in the tweet of the official account, and users can scan the code to jump into the store.
2. Public domain platform
1) Channels
The video account [Zhang Xiaohui aroseisaroseisarose] mainly uses brand promotion, beauty sharing and other content, and the homepage sets up contact points for official account drainage, and users can jump to the private domain by clicking on it.
2) Tik Tok
Zhang Xiaohui has 110.9w followers on Douyin and 203.1w likes. The content of the account is mainly based on brand stories and beauty care sharing.
3) Little Red Book
Zhang Xiaohui's account on Xiaohongshu has 157.7w followers, and 194.7w likes and favorites. The account is mainly based on brand stories, beauty care sharing and other content. Through Zhang Xiaohui's self-photogenic sharing of beauty and care knowledge, the distance between users and users was quickly shortened, laying the foundation for subsequent transformation.
03 Private domain IP dismantling
Zhang Xiaohui has refined the customer service WeChat, and the brand IP is positioned as a welfare officer.
Let's take the enterprise IP I added as an example for a detailed breakdown.
1. People set the position
Nickname: Zhang Dahui
Avatar: My avatar
Role: Brand Welfare Officer
2. Automatic welcome message
After adding WeChat, the personal IP will reply to the welcome message as soon as possible.
3. Circle of friends content
Content frequency: 5-6 messages a day
Release time: mainly concentrated at 10 p.m., 3 p.m., 7 p.m
Circle of Friends content: mainly for beauty care evaluation, welfare activities, etc
04 Campaign dismantling
Promoting activity is the core work of the entire user operation process, if it only attracts users, but can not promote their activity, then there can be no good sales conversion.
Roses are roses, and they chose to use a simple and crude way - marketing campaigns. The following takes the two platforms of Xiaohongshu and the official account as examples.
1. Little Red Book
Zhang Xiaohui regularly carries out welfare activities on Xiaohongshu, and usually does not set a threshold for participation, so as to maximize user participation. Take a recent event as an example:
Participation time: October 15 - November 18
How to participate: Post a note with a specific topic
Winning rules: Random drawing
Number of winners: 100 people
Prize: A good thing of the year for roses
2. Official account
Compared with Xiaohongshu, Zhang Xiaohui's marketing activities on the official account are more frequent. At the end of previous tweets, you can see the related welfare activities.
Take, for example, a recent event:
How to participate: Post good things and share notes
Winning rules: Random drawing
Number of winners: 3 people
Event Prize: Rose Annual Gift
05 Dismantling of the membership system
Rose is a rose has established a corresponding membership system in the mini program and the e-commerce platform, all of which are based on the growth membership + points system, and the following dismantles the membership system of the mini program.
1. Growing members
The mini program [Rose is Rose] has established a complete growth membership system, and divides members into 5 levels: Pink Rose, Silver Rose, Golden Rose, Diamond Rose, and Black Gold Rose.
Taking Black Gold Rose as an example, users need to accumulate 49,990 growth points to upgrade to this level. You can enjoy a number of rights and interests such as super preferential rights, annual gifts, monthly coupon packages, May appreciation gifts, private consultants, and worry-free returns.
Among them, the worry-free return and exchange function means that Black Gold Rose members can return and exchange goods for free 5 times a year. The May thank-you gift means that Black Gold Rose members can receive a rose thank-you gift package worth 1188 yuan in May every year, which is still very good.
2. Points system
At present, [Rose is Rose] has not built its own points mall.
brief summary
Finally, let's summarize the highlights and shortcomings of Zhang Xiaohui (Rose is Rose) in private domain operation:
1) Abundant multi-platform contacts: Zhang Xiaohui has set up accounts on various platforms, using content to attract users' attention, and quickly attracting target users from the public domain to the private domain with multiple touchpoints.
2) Outstanding IP traffic: As a star Zhang Xiaohui's IP comes with its own traffic, the number of fans on the whole network exceeds 5 million. In terms of the design of the private domain, the account Zhang Xiaohui is mainly responsible for traffic introduction and brand story. If the account rose is a rose, it is responsible for selling and repurchasing. Through the link opening, a closure is formed.
3) The points system needs to be improved: At present, Zhang Xiaohui's points system is relatively thin, and it is recommended to increase some points exchange channels.